Generalized brands as a mechanism of cultural transmission in everyday communications practices

The article considers the process and result of specific transition phenomena, commercial in origin functions, into a socio-cultural non-commercial space with their subsequent transforma tion mechanisms cultural transmission. In this review, they are conditionally designated as “generalized brands”. author made an attempt to identify main positive negative features emergence such brand company society. also provides concept habitus Pierre Bourdieu theoretical basis for analyzing formation development generalized brands. generalization can, according author, become subject sociological research, since brands form new social actions, behavioral models Perhaps “habitus” will hel p resolve questions about causes generalization, its consequences society order understand impact processes, implementation intra-economic fields, on other fields. Based results first stage empirical puts forward some hypotheses draws conclusions specifics transition, particular, peculiarities filling modern individual versions these phenomena.