BETWEEN UNIQUENESS AND STANDARDIZATION – GATED COMMUNITY AS A COMPLEX CONSUMER PRODUCT

If one examine the descriptions of Polish gated communities they seems to be separated from ordinary world, bathed in greenery, offering safe and harmonious living in the incessantly changing and chaotically developing urban context. The critical discourse analysis method, used in this papaet, will allow for examining the process of interpenetrating spheres of the culture and economics, pointing at a few paradoxes which are illustrating reality of Polish gated communities.