Creative Consumption as a Phenomenon of the Consumer Society (Communicative Aspect)

Student: Milova Anastasiya

Supervisor: Olga O. Savelyeva

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2019

Our society created by the years of development is the consumer society where the materialistic values play a key role, largely determining our behavior. In response to this traditional capitalistic behavior the alternative consumption practices, that are founded on the principle of the priority of non- materialistic values and provide the transformation of the consumption practices, are appearing and developing. In our work we considered the issues, the features and the related communication models of one of the forms of alternative consumption – creative consumption, that implies creative rethinking of the process of consumption.

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