In modern society, there is a trend where commercial and material motives take precedence, which is reflected in the changing attitude towards women whose activity is primarily driven by the pursuit of profit and material success.

Modern Commercial Culture and the Transformation of Femininity

In modern society, there is a trend where commercial and material motives take precedence, which is reflected in the changing attitude towards women whose activity is primarily driven by the pursuit of profit and material success. It is in this context that mercantile women become objects of condemnation, as their actions and preferences are seen as a departure from traditional moral guidelines. For example, one source notes:

"With money, they come up with ever new fashion designs; they work themselves to exhaustion on new models and begin to impose on women such clothing that crosses the bounds of decency and morality.

But do they care about morality, girlish modesty, the human soul, the nation’s health, or the meager maternal pensions?

Money—and only money—is the motto and goal of the creators of trendy novelties, merchants, and their agents. Go ahead and tell your daughters that these fashion oligarchs, under the guise of culture and enlightenment, beauty and aesthetics, advertise their inventions while thinking only of profit and laughing behind their backs."
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These words emphasize that the influence of modern commercial culture, focused solely on monetary gain, not only shapes new standards for women’s appearance and behavior but also fosters an attitude that values superficial attributes while traditional values lose their significance. Thus, modern society, through the mechanism of commercialization, is capable of radically changing the stereotypes associated with femininity, leading to the perception of mercantile behavior as a negative deviation from the "natural," morally justified path.