«Культура разрыва» и общество потребления в контексте ухода «Макдональдс» из России

Общественные науки и современность. 2022. № 6. С. 125–136.

Rodkin P. E.

The departure of the McDonald’s iconic global brand from the Russian market in 2022 is analyzed in the context of the destabilization of the system of late globalization, during which the seemingly conceptually and practically inviolable structure and showcase of the global consumer society collapses. The cultural situation of the departure of Western consumer brands, which is expressed in real changes in the consumer and cultural experience of Russian society, is problematized and conceptualized within the framework of the concept of “delinking culture”. It is based on Samir Amins’ concept of delinking, but actualized on new historical material and understood as a socio-cultural state and cultural strategy of existence and development in a new reality. The pressing tasks and problems of the delinking culture are defined, such as its attitude to the cancel culture the semantic crisis of creative industries, the problem of consumer abundance and redundancy, which are a necessary condition for the stable existence of a post-deficit society. As the first experience of the delinking culture, the attempt to replace McDonald’s with Russian fast food restaurant chain “Vkusno - i tochka” is critically analyzed.

Keywords: глобализация, общество потребления, globalization, creative industries, креативные индустрии, макдональдизация, consumer society, McDonaldization, cancel culture, культура отмены, delinking, delinking culture, post-deficit society, делинкинг, культура разрыва, общество постдефицита