IDEOLOGY OF EVERYDAY LIFE

The author analyzes the problems of philosophy of everyday life and understanding of the stereotypes of everyday life in the humanities. The author believes that the usual criticism of everyday life is more an ideological than philosophical approach. Everyday world in such a situation is endowed with the outset negative characteristics, and the study of self-assertion is replaced by a "high" philosophical culture of the "low" area of the ordinary. This is a simplification of everyday consciousness has sense in case of consumer psychology, aimed at the dogmatic transmission of external influences. But at the same time, everyday subject appears frequently in the role of a critic of ideology as such: its bans, omissions, myths. Hollywood movies (the level of the film of the Wachowski brothers, The Matrix) propose detailed models of the interpretation of social processes. Fashion magazines organize discussion platforms on the theme of the consumer society. Even the "kitchen talk" and gossip offer their explanations of various contemporary realities. We can say that the scope of everyday life has always functioned as a system of self-interpretation. While self-criticism, everyday consciousness is not so obvious, it should not be underestimated. It is in the daily life that a number of the most pressing problems are raised: the relation to another, the crisis of the modern subject, the total power of ideology, etc. From the standpoint of the author, ideology and everyday function as a whole system of values, including apology and criticism. The principle of operation of the system is to balance action and reaction, repression and sublimation. Ideology serves as the erasure and replacement of problems and problematic concepts (such as, war, death, hatred, alienation, etc.), the objective of the entertainment industry can be regarded as a trouble-free radical sublimation of desires (hate to the system, the authorities, aliens, etc.) in a censored form. So, cinema, fashion, advertising and other institutions of everyday life wreak social aggression in the form of compromise strategies, thinking and behavior. In this system, the virtual freedom of consumer choice compensates for ideological pressure, and countering the system is perceived as an alternative shopping, entertainment, etc. The concept of "alternative" in the everyday consciousness is understood as a choice within the already defined values or as a "utopia" - something impossible and senseless. Prospects for social development are thought of only as an increase in the rate of production. The idea of another social system is discredited in advance as "utopian". This fact reveals a vulnerable feature of everyday ideology - the fear of change as such, the fear of a qualitatively different social order. The author of the article genuinely believes that the way out of this situation is radical utopian thinking (as an intelligent simulation and change of the reality contours) and anti-consumer relationships ethics - psychology of the gift and open communication. Such an ethics is already partly implemented in many online communities where people unselfishly share information and things, debate openly on most serious questions, help the sick or injured, etc. Winning in this social game really would live up the loss of the economic growth or the level of habitual comfort.