Introduction. Science in modern reality is closely intertwined with the cultural attitudes of the consumer society, and this connection is becoming stronger every year. The market economy, which underlies the culture of modern society, is a fairly flexible system, balancing like a tightrope walker between dynamically changing demand and consumption. Theoretical analysis. In order not to end up on the periphery of the economic system, scientific knowledge needs to show the same properties that a market economy does and, above all, flexibility.
