Discursive identity and the problem of interpretation of the concepts of deviantology of the consumer society

Abstract

The results of the application of the discursive paradigm to the interpretation of the sociological concepts of deviantology of the consumer society are presented. This work is relevant due to the need to classify the social actions of participants in the practices of the consumer society as normal or deviant, to identify their content and evaluate from the standpoint of various sciences. The analysis of the problem under study was preceded by consideration of the concepts of discourse, which made it possible to trace the process of formation of the discursive identity of deviantological concepts. It is substantiated that the categorical apparatus of discourse studies is widely used in relation to the concepts of the theory of deviations, including the deviantology of the consumer society. The necessity of discursive identity in the interpretation of the concepts of deviantology of the consumer society is proved, not only for scientific, but also for applied purposes. The article highlights two grounds for the ambiguity of the interpretation of new concepts related to the expanding conceptual and categorical apparatus of deviantolo-gy in the context of studying the consumer society. The first of them reflects the variety of definitions of new social practices of the consumer society from the standpoint of assessing the actions of their actors as deviant representatives of various scientific disciplines; the second is based on the statement of the results of the description of the space of research of terms that appeared as a result of a scientific analysis of the consumer society in a deviantological way. The authors adhere to the point of view that the achievement of discursive identity in the interpretation of the terms of deviantology can become the basis for combining the efforts of many sciences, both in the process of studying deviant behavior and achieving unity of views in assessing certain phenomena as deviant. The substantiation of the methodology adequate to the solution of the problems of the stated problem is carried out through the selection of seven author's methodological postulates, combined into three methodological positions, designated as a dialectical approach to discursive identity; the determinism of discourse and discursive identification by the sociocultural context of research and the subject specificity of science; and, finally, the thesis about the need to achieve discursive identity not only in the field of interpretation of concepts, but also in the field of social communications as the basis of consensus and solidarity. Deviantology of the consumer society is defined as one of the subdisciplines of general deviantology, in which both social practices from the standpoint of norms and deviations from them, and social relations regulated by norms are exposed to discourse, which necessarily leads to a correlation between epistemological discursiveness and the ontological-ethical aspect of analysis. The application of the author's methodological positions in the discursiveness paradigm is carried out on the example of the discourse of shopping. Based on the application of the first methodological position, it is substantiated that the achievement of an epistemological convention regarding the assessment of shopping is based on the dynamics and number of discursive identities of shopping practices in the studies of deviantologists. The second methodological position allows us to trace the formation of a discursive identity in the understanding of shopping from the standpoint of various sciences with their subject specificity. The analysis uses elements of conventional epistemology. The subject certainty of psychology, economics and cultural studies in the interpretation of shopping as a behavioral practice of the consumer society is revealed and it is substantiated that its deviantogenic potential is most actualized by pedagogical science in the context of studying the socialization of the younger generation.