Success comes there, where money is. Character of grows into a businessman. And he sells already not itself, the not talent, but name. His name grows into a brand just as any other brand, moved forward to the market publicity campaigns. Actors, producers, writers, sell the brand. But to do it independent they not in forces. Because, however there were they rich and famous, their success is fully predefined their mutual relations with a capital, supervisory the system of global communications.

It is not at all necessary from here, that an art, standing after a brand, necessarily badly, went or banally. It can be and banal, and innovative, untalented or talented. On a large account, this is important for not, and not it determines success of brand.

Marketings campaigns in same queue are far not always successful. It is possible to inlay money in untwisting of brand and burned completely. But success or defeat of similar campaign to quality of creative «product» has no referring. Mainly – to go out to the market at the right time and to find the «niche» there.

Character of forfeits right on independence. A man becomes an appendage to the brand. He is under an obligation to serve him. For him there can be neither the personal life nor individuality, which would conflict with the requirements of brand. If in former times creative personality was considered the standard of independence and freedom, then character of шоу- becomes maximum depersonalized. A not man practises upon a mestome, occupied them in society, and a place uses a man, his occupying.

A transition from an art to means transformation of creator from the «unalienated personality» in a creature, incarnating principle of total alienation. However noticeable emptiness of character must be public. Hide it after extravagance, luxury, external signs of intellectuality.

In same queue character of grows into a cultural norm for a middle class, walking standard. Just as advertising mortgages the codes of consumer conduct and circumferential his environment create norms and stereotypes of conduct of cultural.

Forming norms for a middle class, a capital simultaneously proclaims these norms. An elite is forced to follow them. Position obligates – elites appear the victim of own propaganda. They begin to imitate a middle class, reproducing his conduct, tastes and prejudices. The princes of blood put on jeans and hurry on discos. The owners of large companies squander time senselessly, looking over idiotic . The clever and vulgar luxury of remains property of the illustrated papers, while an elite is all less able to surround itself the refined and refined luxury of aristocratic way of life. Riches are no longer related to beauty.

Alas, than the more universal is become by a norm, the more difficult than it to support. The reiteration of the same words and acts becomes burdensome. And main, the requirements of life and generally «accepted rules» more go away. What anymore revealed problems at a middle class, that less he corresponds an own «norm». People begin to behave unforeseeable. There is decomposition of «norm».

Culture of new middle class is nothing middle between the «mass culture» of 1960th and traditional «high culture». More precisely, it is connection that et al, it nothing, arising up at their contiguity, on their border. This culture is already dissatisfied the primitive hand-made articles and wretched substitutes. It requires a «level» just as a new middle class requires respect to itself. But for all that it does not stop to be mass, popular and easy in the use. From here, for example, fantastic success of books of Dzh. K.Roling (J.K. Rowling) about Harry Pottera and other similar works. They are the popular reading, not deprived, however, certain literary level. It does not put serious questions before you, does not compel tormented reflections about sense of life. But to give him the children and to outlay the time on him – it is not ashamed.