Change of values in the consumer society
Rezekne Higher Education Institution, Latvia
A common feature of our age is orientation of young people towards transitional values. Economic partnership of consumer society has a direct impact on values of society and even if the process of change of values can be affected by formers of education politics, economists and politicians, young people still choose values, which conform with their own lifestyle. Content of educational subjects is connected with study, succession of cultural values, study of classified knowledge and skills, which is also a prerequisite of formation of personality. Societies of all ages has formed according to the specific mechanism, accumulating and integrating general, notable at that time ideas, preserving and transforming their own social experience to the next generations. Each culture declares itself from its scale of values and norms. Priority of change of post material and material values changes together with conditions of cultural, historical and social-political life. Change of paradigms is change of viewpoint of the world, therefore conditions of value choice relate not only to separate groups, but to whole cultures. Young people, similar to other members of society, are forced to construct their own identity and to form their own life insurance strategies offered by the consumer society. Consumer society forms its values and it is creator of its own significance, but young people as social agents are reproducers of values of consumer society. Research results of World Value Surveys (WVS) from six continents discovered big differences in value priorities between younger and older generations, which indicates not only inter-generation value change, but also changes in the whole society. The research “Value choice of young people in consumer society” in our country shows, that although the lifestyle of young people is pragmatic, traditional value – family is also one of the most often mentioned and important values in consumer society. But education is the one, which gives them moral and attested material support in the future. The education must not only educate the society, but also has to carry a comprehensive content that would hold culture memories and the transfer of it. In the research family as the main value in choice of values of young people stands side by side with such values as health and love, which in case of paradigm of consumer society would not be clearly definable as material or post material values.
Key words: values of young people / post-materialist values / materialist values / consumer society / mass media
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