Hybridized person — media, bond, and individual in late consumerism

Abstract

The article deals with the issues of consumerism understood as a form of medialization of the economy and consider its systemic effects. The applied communicological theoretical perspective allows a different approach to the relationship between a person, consumption, media, lifestyle, and social ties. The paper proposes to understand the postmodern person and the bonds in which it is entangled as a specific, structuring hybrid of human and non-human factors, signs, things, psyche, which ultimately turns out to be an evolutionary hyperstructure of lifestyles, understood as individualization communication programs.