«Everything as nothing» – transformation of consciousness and human life in consumption society in Oleg Sivun’s novel «Brand»

Abstract. The article dwells on O. Sivun’s pop-art novel «Brand», paying attention to its structure, the character’s per-sonality, the brand influence on mass consumption society. Emphasis is placed on a man surrendering his life to brands, simulacre, imitation thus losing his individuality. The life of society and the individual turns into a conveyor. It is pointed out that devaluation of conventional values is carried out through the transfor-mation of consciousness and conversion of cultural codes.