Scholarly record

NEOCAPITALISM AS THE KEY TO UNDERSTANDING ECONOMICS AND CULTURE IN AN ERA OF INTENSE ULTRAMODERNITY

A. V. Pletnev, O. A. Ignatjeva

Abstract

Currently, you can find many social processes that are not well explained from the position of sociological theory. These include the growth of practices of symbolic consumption, an increase in the level of deviation and crime, the spread of social and mental stress in society. Sociologists offer many explanations for these phenomena, but they are explanations of symptoms and effects, not causes. The most striking confirmation of the inability of the theory to exhaustively explain the processes taking place is the crisis of sociological multi-paradigm. Instead of revealing the essence of the processes taking place, sociology goes in the opposite direction from the truth along the path of creating postmodern theoretical illusions. This article proves the falsity of the postmodern theory and substantiates the true reason for the changes taking place in society В— the formation of a new, neo-capitalist formation. Neocapitalism is not based on material production, but symbolic consumption, and by its properties, differs significantly from that described by classical theorists in the sociology of capitalism. The neo-capitalist economy has moved from meeting real needs to creating symbolic needs. The concept of neocapitalism provides an explanation of the latest changes in the economy, politics and culture. The adoption of this concept by the scientific community is of paramount importance for practice, since it will make it possible to more effectively build work in the areas of marketing, public policy, crime prevention and in many other areas..

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