Uprzedmiotowione i "obrandowane". Dzieci w kulturze towarów

For many years in humanistics there have been disputes going on about the consumer culture. Consumerism has become a characteristic feature of the contemporary world. Perhaps not all its areas have been impacted by the consumer culture, but it seems that the western world in particular is highly “saturated” with its properties. As a result, more and more areas of human life succumbs to the logic of consumerism. The aim of this article is to analyse the impact of market on the processes of raising and socialization of children and youth. During the socialization one gets acquainted with the constructed systems of meanings, learns to understand and use signs (language and symbols) and gets familiar with the ways of interpreting behaviours of other people. Besides, they acquire and assimilate a specific system of values. Eventually, thanks to socialization, a human being acquires the skills of operating various subjects, which are necessary to function within a given society. It is natural that in different types of societies (traditional, industrial, late-modern ones) the process of socialisation runs in a different way. The purpose of this article is to show what the process of socialisation looks like in a modern consumer society.