Станислав Борзых

Станислав БорзыхЯ пишу, сколько себя помню. В последнее время в основном на научную тематику.

Эссе “Children of supermarket”

There are many lamenting about what happened with children in all modern societies. It seems that they are lazy, know a little, that they are capricious and so on. And the only desire they have is to buy, consume and waste all the stuff which is represented in great abundance in small and big shops, markets, supermarkets and, of course, huge malls. So kids are sheer consumers of life, natural inhabitants of what is became postindustrial society.

All of this is not far from truth. Actually children today differentiate in immense degree from their parents even when modern fathers and mothers were also young and in most relations fell the prey of their own entices and temptations. But beyond this point of view situates the second truth, which I will try to investigate here.

People tend to forget that they almost always – both consciously and unconsciously – conceive all what happens in terms of good and bad without any consideration about are they right or not. Such a stance has many flaws and moreover bends its vectors toward parochialism, traditionalism and many others isms what is itself unwelcomed and even dangerous. Today’s world is in many respects more complicated and in the same time more simple place in comparison to the past days. So we should not to blame anyone or anything for quite natural – in regard to progress – changes. What we actually need is to comprehend what transformations took place in the past and what effect they have done on modern youth. But before I begin I must explain some critical issues that will have a huge impact on my final conclusions. First I do not intend to include in my analysis all the kids who now inhabit our world. I will pay attention only to those who are more lucky in comparison to their contemporaries and have money, free time and all opportunities to visit all sorts of supermarkets and buy and consume what they only want.

Second. Each language is very metaphorical and has many implications and hidden meanings. Therefore my allegory about supermarket is both instructive and also misleading. But I choose it consciously. In my opinion – and that will become understandable later – such localities represent the main characteristic and the emblem too of modern epoch. And it seems that my approach will give us more positive results though it has its own disadvantages.

Third, as in follows from the previous clause. My metaphor is much broader that it seems at first glance. I do not literally imply that all modern children are born, reared up and get all the necessities only in supermarkets. What I really mean is that the logic of these places determinates their existence and experiences. Nevertheless these buildings themselves play a big role also in straightforward sense of this word. Though we ought to remember that there any many others aspects of youth’s lives which influence them in all relations.

Fourth. I will use words such as supermarket, mall, shopping center as equal to each other. I understand that these places are different in this or that regard, but a split between them is, frankly speaking, not an abyss, moreover in terms of continuity they are adjacent on the scale of size, standing and assortment which is represented there. In the same token I also wish to enrich my text in literal sense so though they are not synonyms I will apply to them as if they were interchangeable.

And finally. I do not pretend to spell the absolute truth. It will be very naïve to try to take such an effort at all. But my conclusions are nevertheless instructive and have methodological value though they do not have ubiquitous approach. We often demonstrate propensity to think that partly relevant issues cannot be also usable in more broad sense. But it is not so at least in regard to our target. It seems that we are able to get more that we usually assume if we will apply to such a narrow but highly inductive theme. So, let’s begin.

How does supermarket function? It is very interesting question. But first of all we need to answer quiet another one, namely – what is this place on its own? What is the difference between malls and simple shops? Common wisdom suggests that supermarket is something bigger in comparison to all others smaller stores. But what does it mean to be huge? What volume and size correspond to the term of vastness?

Intuitively we all understand what does it means. Lay person routinely discriminates between big and small shops and here is no problem to her. The great German philosopher G.W.F. Hegel asserted that there is the line which separates one thing from another. Say, we have a pen. So every pen exists only in determined continuum which has all possible pens. Beyond it there are no pens. If we will extend the size of pen we would get a club or a column. And if we will decrease its size we would attain something minuscule a kind of matchstick or toothpick. And this is the essence.

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