ORIGINS OF ISSUES OF INSTITUTIONALIZATION OF PERSON’S DESUBJECTIVIZATION PRINCIPLES

Background. Many progressive minded philosophers and intellectuals have often reflected on the loss by a person of own subjectivity. The proposed scientific article is devoted to investigation of current aspects of the loss by a person of own subjectivity, which is correlated in the historical dimension with the problem of person's transformation from the subject of own life, from active and creative being into the object of influence and manipulation. Analysis of recent research and publications has showed that the issues of institutionalization mechanisms of person's desubjectivization have been seen mainly in the context of the study of mass culture and communications, on the basis of which the processes of social and ideological manipulation take place. Members of the Frankfurt School M. Horkheimer, Theodor Adorno and Herbert Marcuse are undoubtedly considered founders in the field of development of these issues. Current research issues are of more applied nature. The aim is to study certain aspects of institutionalization of the mechanisms that lead to permanent reproduction of bases of human desubjectivization at the level of immediate life. Materials and methods. The author draws on modern theoretical heritage of world philosophy in the comprehension of social life processes. General philosophical principles of objectivity and historicism as well as interdisciplinary synthesis method and other general scientific methods have been used. Results. Consumer society is the foundation for conscious manipulation of individuals who are forced to self-identification with the "dominant totality" through standardization and stereotypes of industrial culture products. Standardized mass culture products, satisfying certain human needs related to comfort and relaxation, do not satisfy the basic human need ? the need for development. Using the products of mass culture people often build an illusory world where everything meets their expectations and settings. People escape from the real problems, the need to choose and be responsible for their choices, be subject to their own life. Not being a creator, modern consumer of substitute products of mass culture, fundamentally decomposition products of cultural creativity, is on the path of imitation and simulation. Conclusion. Society of mass consumption, which is served by the concepts of "buying and selling", "payment", "equivalent exchange" as a universal, is characterized by conformism, depersonalization of human relations and mutual exclusion. In this society human is reproduced in one dimension ? as a human consumer. These mechanisms operate successfully until today, resulting in the loss of person's own subjectivity as well as historically adequate objectivity of own existence, which can only be a "living" history as a "live" making social relations by a person.