Abstract
The place of the idea of love in modern culture is considered. The typology of love in modern culture discourse is presented, e.g. love-desire, love-passion, lovegame, love-tender friendship, love-self-abnegation and so on. The author affirms that the transformation of the idea of love in modern сulture is related to de-personalization and consumer attitude that is peculiar to modern culture.
Keywords
LOVE, CULTURE, PASSION, CONSUMER APTITUDE OF CULTURE
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