Information on the thesis

The problem of identification of a person of the age of mass culture, which
is updated in the context of the challenges of modern civilization, connected with
globalization,  social  mobility,  the  development  of  communications,
multiculturalism,  ideology  of  tolerance  is  analyzed  in  dissertation.  Defined  the
specificity of the identification function of mass culture, which is offered through
certain identification strategy – the main directions and ways of self-determination,
realization of which takes place at mediation social practices – the use of public
institutions, the impact on social relations and the moduses of vital activity. It is
proved that in modern society, which is characterized by the complexity of social
relations,  permanent  social  and  cultural  transformation,  to  replace  the  rigidly
deterministic models of identity, characteristic of previous historical epochs, comes
the principle of variation, selection, design identity. Under the influence of mass
culture  is  transforming  the  bodily,  personal,  social,  cultural  identity.  We  also
proved  the  insolvency  of  the  “ascent”  of  problem  of  identity  on  the  level  of  its
technological understanding. This, in particular, by identification those strategies
that reflect not only the manipulative nature of mass culture, but also the ability of
modern  mass  man  to  combine  the  normative  requirements  of  society  with  their
own creative intentions, that is the certificate of its ability to adapt oneself to the
modern  socio-cultural  environment,  to  implement  principles  of  novelty,  freedom
and creativity in self-determination.
Key  words:  identity,  identification,  social-cultural  transformation,  mass  culture,
forms of identity, identification strategies, identification practices.