Charecteristic Features of Political Socialization of a Consuming Person

The author analyses such a problem of political socialization of a contemporary person in the context of the theory of consumer society, as sublimation activity in the practices of the individual consumption and understanding of freedom only in the form of freedom of consumer choice provided by broad range of the products and paying capacity. Political socialization of a contemporary person takes place only in the infotainment format and in the absence of the contours of the future, expressed in a clear population policy project. Eclectic, contradictory policy statements of the political elite make impossible the creation of a framework for the practical participation of the citizens, awareness of interdependence, common interests and goals. As a consequence, the search logic of the ordinary consciousness finds, as a rule, only one variant of their understanding and individual realization – in the material one. «Homo consumer» can only design the image of the future inside the boundaries of the one's own identity, or more precisely, inside his own biography, in which the place of public interests and political values is given mainly in the situation of threat to material and physical well-being. Such «democracy of supermarket» leads to the disappearance of civic morality and responsibility, to the social apathy, which brings political elites into discredit and results in the final loss of understanding the category «we».