The purpose of the paper is to analyze the issue of the relations between
being consumers and being citizens in the consumer society. Many researchers
point to deepening crisis of mature democracy and a decrease in social and civil
participation, which entails most developed and developing countries, including
Poland. The phenomenon present in a context of consumer society and its
culture are often indicated among causes of this state. Based on the analysis of
social changes in modern world, Zygmunt Bauman arrives at a conclusion that
as an individualized entity, the consumer is an enemy of the citizen. The citizen
and the consumer have different interests, hierarchies of values and ways of
perceiving the world. The Zygmunt Bauman’s thesis is being analyzed in the
paper on the basic of author’s research results.
In the first part of the study, the typical characteristics of “model” members
of a consumer society in the liquid modernity era are discussed (with reference
to Bauman’s and other authors’ views). The way a consumer society affects the
mentality of its members (the consumers) and their relations with groups, or
larger communities (especially civil participation) is addressed. The second part
is devoted to the issue of relations between being consumers and being citizens
and is based on the research results of author’s research results. The
relationships between consumer orientations of AMU students and chosen
elements of their civic and social participation are discussed. Finally, the study is
concluded with an attempt at explaining the results of research with reference to
Bauman’s concept.
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