Abstract: Consumption as gestalt
This article is dedicated to examination of the characteristic features of modern gestalt of consumption. Particular attention is paid to the ontological importance of consumerism, as well as its social and anthropological effects. The article reveals the essence of consumption as an act of assuming the world, which is realized through the accumulation by the figure of individual-consumer of the universal relations of obligation. The author demonstrates the neurotic nature of consumption, associated with the global trauma of its permanent shortage, as well as explores such important contexts of existence of consumerism as the identification of the human and routine, inclusion into the machinery of desired production, subordination to the formations of the fashion system. In the context of postcultural and postmodern methodology, the article reviews the worldview role of consumption and its impact upon the formation of behavioral scenario of a modern man.  The author studies the influence of the logic of consumption upon the global processes of objectification of human corporeality, which lead to the social representation of modern man as sexual body. Based on the conducted analysis, the conclusion is made about the gestalt of consumption as a mechanism for perceiving reality as a place for storing the instruments of human self-realization.