Соціально-антропологічні виміри культури: від травматичного консьюмеризму до смарт-споживання

Purpose of this study is to highlight the socio-anthropological dimensions of contemporary culture through the prism of the transformation of consumer practices – from traumatic consumerism to smart consumption, illustrating the transition from a compensatory to a conscious model of human existence in the globalized world. Theoretical basis draws on the works of key philosophers who have examined consumption in socio-cultural and philosophical contexts. Thorstein Veblen analyses conspicuous consumption as a means of social stratification and the affirmation of status. Jean Baudrillard interprets consumption as a system of symbols that generates needs and perceptions increasingly detached from actual necessities. Pierre Bourdieu emphasises the role of consumer habits in maintaining social hierarchies and in the symbolic struggle between social groups. Zygmunt Bauman’s concept of "liquid modernity" sheds light on the growing instability and uncertainty that shape traumatic experiences in consumer society. Richard Sennett explores how the new culture of capitalism, with its focus on flexibility and short-term goals, undermines enduring values and identities. These perspectives are integrated to explain the transition from traumatic consumerism to smart consumption. Originality. The article introduces the concept of "traumatic consumerism", which emerges when the acquisition and use of goods and services become a compensatory mechanism in response to personal or societal trauma – a phenomenon that intensifies during global crises such as wars, economic downturns, or environmental disasters. It outlines the dynamics of the shift from traumatic consumerism to smart consumption as observed in the conditions of liquid modernity. Conclusions. The study examines the transformation of consumption from a trauma-driven pattern to a model of smart consumption. Drawing on the theories of Veblen, Baudrillard, Bourdieu, Bauman, and Sennett, it demonstrates that contemporary consumption functions as a cultural-symbolic tool that shapes social identities and sustains hierarchies. The analysis highlights how instability and the demands of flexibility increase consumers’ traumatic experiences, while also presenting smart consumption as a conscious, ethical practice that fosters self-sufficiency and sustainable development.