Keyword: «traditional values»

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.

The Bolshevist concept of socialism implied a controversy between, on the one part, an urge to capture and democratize the culture and, on the other part, to "flush" the bearers of Russian culture, such as noblemen and bourgeoisie, with a view to build a new society. The foundation of the cultural revolution intended to solve the industrialization problems was formed with low general culture, low-mindedness of the popular majority (focus on the interests of the marginal population) and, at the same time, invincible belief that outstanding achievements justify the immense price of the watershed period's reforms.

The article deals with educational aspects of teaching the discipline theoretical mechanics, ways of integrating natural science and humanitarian cultures.