Main direction of self- reproduction

4. Individual consumption as social integration. Common consumption as reproduction of social relations (group or network).

Interpretation ways of the social integration in terms of particular culture

Collective consumption as social interaction.

Consumption as a designation of the group membership.

Main direction of self-reproduction

4. Consumption as Communication and Social Construction of Identity.

“Show me what you consume and I say who you are”.

“Consumption is transformed into a means of individual and collective expression” (J. Baudrillard).

Consumer objects constitute a system of signs (J. Baudrillard).

Symbol as an object of the discourse

Absence of any objective meaning in things.

Conventional nature of sighs.

Tourist identity

Shifts in the nature of the individual consumption

Decreasing the role of need satisfaction.

Enforcement of the role of social construction of identity.