Jean Baudrillard's Concept of Simulacrum: the Methodology of "Aleatory Thinking" and Subject's Transformation in the Consumer Society

On the one hand, the theory of Jean Baudrillard, one of the most prominent postmodernist scholars, implies the specific methodology which is associated with fragmentarity as the pivotal characteristic of non-classical rationality. On the other hand, Baudrillard's approach provides a rationale for the type of society which is referred to as the consumer society. The apprehension of the conceptual framework of the French theorist within theoretical sociology perspective with regard to the outlined ideas is carried out in the article.