“BRANDING” OF THE WORLD: A SOCIO-CULTURAL ANALYSIS OF HUMAN PERCEPTION OF THE WORLD

A specific feature of the modern world is capitalization not only ideas, objects, social practices and institutions, but itself. Branding a special process, allowing construction an acceptable picture reality that independent care political domination. It initially focuses on desired expected target. The main topic present research phenomenon “Big Bang” in cultural field. analysis transformation scientific theory into metaphor sociocultural enables us to trace mechanism symbolic creation society. Its study contributes revealing peculiarities redistribution capital as well benefits privileges «world-brand» has comparison with “world-pictures”, “world views” other forms capital. “world-brand” result cultures post-industrial civilization can be represented explicit parameters.