The Impact of the Cultural Factor on the Dynamics of Needs Transformation During the Transition to (Post)Capitalism and Noonomy

At present, we are at a phase transition point from a late capitalist to a (post)capitalist model of development, witnessing a multifactorial crisis, one manifestation of which is the diffusion of consumption, focused on the continuous reproduction of simulacral needs in 24/7 mode. Within these boundaries, both the content and parameters of previously known factors are changing, including what we refer to as the cultural factor – or simply, culture. Accordingly, this study is devoted to identifying the relationship between the cultural factor and the transformation of needs during the transition to (post)capitalism and noonomy. In this context, culture takes on a fundamentally new role, forming a “functional triptych” as (1) a prerequisite, (2) a product, and (3) an object of systemic change. Culture not only reflects but actively shapes the new consumption system, where technological progress and cultural values reinforce each other. The authors argue that in the current intellectual and creative era, special attention should be paid to qualitatively understanding transitional regimes in which there is a shift from market-based separateness to a culture of solidarity, soft collectivism, and a reconfiguration of the entire system of social relations. This task is addressed by the theory of noonomy, which provides a conceptual framework for understanding the role transformation of the individual in the social system of the 21st century. Instrumentally, the transition to noonomy implies an aromorphosis of labor, in which labor becomes a form of intellectual, value-based, and spiritual self-realization – a personal need that fosters the development of inherent “genetic” potentials necessary for the reproduction of cultural phenomena. Thus, a reversal of Maslow’s traditional pyramid occurs, where nooneeds become its foundation.