THE ROLE OF HEDONISM IN THE «HOMO ECONOMICUS» MODEL BUILDING

Abstract

In this article the evolution of «homo economicus» notion is presented from 18-th century up to the present time. It is shown how in the postindustrial society (XX-XXI centuries) the world financial elite using Mass Media and advertising applies the hedonistic way of life and values in order to form the quasicorrect and «the only one» «homo economicus» human model as a massive consumer of constantly replicable services and goods.

About the authors

E. M. Kovshov

the Dept. of Philosophy, Samara State Technical University, Samara, 443100, Russian Federation.

Author for correspondence.
Email: morenov.sv@ssau.ru
ORCID iD: 0000-0002-1825-0097

References

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Copyright (c) 2012 Kovshov E.M.

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