THE CULT OF THE MOMENT AS A NEW POSTMODERN RELIGION

Issues related to the transformation of value orientations and lifestyles of social actors (concerned individuals) are frequently thematized in the social discourse of postmodernity. They point out mainly a transfer from material to postmaterial values, an intensifying individualization process or fading relation to authorities, traditions and religious faith. Many authors also point out, on the theoretical and empirical level, that people tend to increasingly lean towards the values of emotionality and achievement of mental joy in the form of intensive search for new sources of amusement and experiences (adventures). The concepts of the, experience. society or the, adventure. society emerge. The hedonistic lifestyle is knowingly supported via commercial marketing communication as an interventional factor of social environment. Marketing topics shape human thinking and actions to worship the, cult of the moment., and socialize individuals in favour of behavioural strategies based on, instant gratification.. The prevailing lifestyle is more and more affected by the rhythm of the fast running time. On the one hand, consumers are rewarded with certain pleasure and excitement; however, on the other hand, their obsession with constant change and diversification of experience objects leads to great deal of disappointment and increasing uncertainty on the spiritual level.