Monetization of emotions in the existence of an electronic nomad

Abstract

Objective : to perform a philosophical analysis of the problem of emotions monetization, which is currently expanding the scope of manifestations and effects, as well as to disclosure the causes and features of this process. Methods: existential-phenomenological, analytical and logical, as well as structural and system-functional approaches. The ideas of D. Harvey, J. Baudrillard, N. Srnicek, R. van den Akker, A. Gibbons and T. Vermeulen on the state of modern society served as material for theoretical comprehension of the problem. Results: the research revealed that today the emotions monetization plays a significant role both in the life of a modern individual spending a lot of time in social networks, whom we call an electronic nomad, and of producers of goods and services, advertisers and intermediaries, bringing large profits to the latter. The consumerism ideology and the consumer society contribute to the emotions monetization, as well as the two-world, chaotic and fragmented here-existence of an electronic nomad, their loneliness and unstable structure of feelings. Consumption is not rationalized by a modern individual; it is associated with the desire for excess and is subject to a change of emotions and feelings. The nomad relies on advertising to satisfy his needs, where they are offered a product/service in an excellent form as a tempting deficiency. Today, to construct an advertising myth, databases and various platforms are used, targeting of potential customers is carried out, which allows manipulating their emotions and forcing them to make a choice. At the same time, the purchase of a product or service is associated with quickly forgetting the emotions, and possibly with subsequent disappointment. The electronic nomad, yielding to emotions, demonstrates lack of will, manipulability, and lack of reflexivity over what is happening. Scientific novelty: the results of the analysis of the current state of consumer society allow posing the problem of emotions monetization, identifying the reasons for the intensive development of this process in an electronic nomad, and discovering the features of manipulation tactics that lead to the conversion of emotions into monetary equivalent. Practical significance: consists in using the research results for further study of monetization using databases, recognizing the manipulative tactics exploiting the emotions of an electronic nomad, and problematizing the totality of emotions monetization and improving the quality of goods/services common in modern society.