TRANSFORMATION OF COUNTER-CULTURE INTO COUNTER-CULTURAL STYLE: TOWARDS THE QUESTION OF RECOVERY OF PROTEST POTENTIAL

The article is devoted to the analysis of the processes of transformation of counterculture in the context of modern society, where processes of commodification, recuperation, and globalization dominate. The co-authors examine how initially protest movements and symbols are integrated into mass culture, losing their revolutionary potential.The work explores key theoretical approaches to understanding counterculture, including the works of D. Hebdige, N. Klein, and Guy Debord, which demonstrate how subcultural styles and symbols become objects of commercialization. The authors show how countercultural ideas and practices are transformed into part of marketing strategies, calling into question the possibility of authentic cultural resistance.The article introduces the concept of «countercultural style», which is characterized by the fragmentation of protest discourse and the ease of commercialization. The authors conclude that contemporary counterculture no longer represents a unified movement but becomes part of mass culture, losing its initial radicalism. However, they also emphasize that counterculture continues to influence the cultural landscape, shaping new forms of identity and self-expression.The article offers an original perspective on the fate of counterculture in the era of global capitalism and information technology, raising important questions about the future of cultural resistance.