Snakeskin jacket. On the mediatisation of the economy
The article is an attempt to explain the phenomenon of consumerism in a systemic-constructivist theoretical perspective. The assumption is that “consumerism” is a semantic correlate of the mediatisation of the economy and has emerged through co-evolution, interpenetration between the economic system and the mass media system. Communication processes that have conditioned and determined the emergence and development of consumerism are: the process of individualisation and the related process of diversification of intimate communication (love, friendship). The notion of brand is a generalised symbolic medium for the networking mentioned above: the brand contains economy, media, individualisation and society components.