Material Values in the WISHES of the Vladivostok New Year's Tree of Wishes-2020 in Russian: on the Question of the Consumer society

Abstract

The article explores material values based on the texts of the Vladivostok New Year's Wish Tree-2020 in Russian. In part, it is possible to find the data of the author and the addressee, namely, gender, age, marital status, and field of activity. The following list of material values is singled out: money, housing, car, equipment and other objects of the material world, travel, and festive events. A linguistic analysis of the description of material values is carried out, popular and unpopular positions are identified. Conclusions are made on the tendency to own necessary or prestigious things, about the significant correlation of material values with the sphere of personal consumption of the addressee himself, less often of his close relatives, scanty of a group of people. The author comes to the conclusion that there is no basis to categorically call contemporaries a consumer society, since material values are not dominant.