ALIENATION AS TRANSGRESSION OF DESIRE INTO A BRAND : CULTURAL AND PSYCHOANALYTIC DIMENSIONS

Abstract

The article is devoted to the rethinking of the collapse of values in the cultural self-consciousness of contemporaty youth. The aim of the article is a culturological interpretation of the state of alienation on the basis of structural psychoanalysis. The research methodology is a synthesis of cultural studies and lacanism. The main methods are deconstruction and hermeneutic interpretation. The hypothesis of the study is that alienation is interpreted not as a pure vacuum, but as a transgression – a breakthrough across taboo (Symbolic) and multiplication in the geometric progression of desire (Real), which becomes a trademark (brand). The scientific novelty of the work lies in the radical transformation of the concept of alienation, which is interpreted not as a loss of subjectivity, but as a horror of individ before meeting her.