Scientific Journal of KubSAU

Clip thinking phenomenon analysis is considered through a comparison to a theory of one-dimensional man by outstanding representative of Frankfurt school of social research Herbert Marcuse. Approaches to definition for clip thinking phenomenon and indication its reasons are conducted. Although this phenomenon was defined and presented more than 20 years ago by philosopher F. Girenok, descent reasons and impact apparatus of clip thinking were described earlier by Gerbert Marcuse within ‘one-dimensional man’ theory. Philosopher contemplates modern industrial society as never-ending consumer system, its aims of own life support predetermined a formation of new type man which represents mass society by ability of living according to “correct” social attitudes. The man’s life should be brought under control of constant consumer process. Any exertions of individuality or public point of view deviations should be eliminated. These things are executed by means of mass media indoctrination and appropriate ideas implementation. However every man is still able to think critically and his vision of world comprehension may be quite full due to cultural environment accessory even in spite of one-sided perception prism

This article reviews interpretative position of prominent German philosopher and psychologist Erich Fromm on mass men destructiveness analysis. As a rule, to reach a goal of well-balanced embedding into consumer society structure, mass man passes through stages of deindividualization and common averaging by accepting prescribed general postulates of society’s authorities. Nevertheless, own personality refusal and ‘rules of the game’ following adduct to moral degradation, which causes destructiveness phenomenon. Out of socio-political regimen, destructiveness appears in attempts of ‘freedom escape’ by any possible means. Totalitarian regimen ideologically steers mass men through total subjection to defined life track by agreement of individuality sacrifice. Democratically-minded consumer societies require deindividualization and partly rights pinching in exchange of status consumption system integration. Any patterns of counteraction to these system processes are commenced by personal activity manifestation and motivation in reaching own goals. However, conformist majority is meant to live according to ideologically defined society rules

The article analyzes the effect of simulation pattern arrangement and its components for purposes of ideological subjection of mass man who is a perfect consumer for falsely-created needs. Successful functioning of the system affects directly to attainment of all required goals of consumer society, among them the primary is a permanent linear growth. Simulacras presuppose three evolution levels. Modern society has already passed margin of last level. To restrain power over masses, control structures steer peak impact to reinforcement of men undercover fears. By means of mass media, general negative ambience is framed to probable threads amplification. It causes mass men for permanent fear living. The whole public structure is permeated by ideological effect simulacras, especially it concerns trade as a locomotive element of consumer society