Rewolucja konsumpcyjna i kształtowanie się podmiotu emocjonalnego w perspektywie Norberta Eliasa

The aim of this article is to analyze the interdependence between the processes of forming mass markets and the processes of rationalizing emotion and the shaping of modern hedonism. The author uses the perspective of Norbert Elias’s process sociology, in which the monopolization of resources results in the growth of dependence between all the inhabitants of the territory encompassed by the monopoly, and this is accompanied by a civilizing process, or the rationalization of the behaviours of individuals. The author presents the idea that the integration process at the level of humanity, as survival unit on the platform of the global market and consumption culture, is ongoing. As an example, the author analyzes the first stage in the consumer revolution in Poland after the Second World War, where fashion was shaped on one side by the socialist ideology of progress, and on the other by the romantic ethic present in communications from the West. Individual emotion as a factor guiding behaviour corresponds to the logic of the market, and fashion is the process of mediating between the market and the individual.