Проблема ідентичності: між масовізацією та індивідуалізацією

Abstract

Розглядаються теоретичні підходи аналізу масової людини, досліджуються чинники її формування та моделі існування. Аналізується феномен маси в умовах постіндустріального суспільства, його трансформація у масу-публіку з людиною-глядачем, конфігуративну спільноту з мозаїчним Я, досліджується вплив інформаційних технологій на їх формування та маніпулювання суспільною думкою.

The theoretical approaches of mass man’s analysis are considered, the factors of his/her formation and the models of existence are investigated. The phenomenon of mass in the conditions of a postindustrial society, its transformation into masspublic with a man-spectator is analyzed, the influence of information technologies on their formation and manipulation of public opinion is investigated. Nowadays the mass person becomes one of the figures of the historical process and takes an interest in analyzing his/her role in the social transformations caused by globalization of the world, the formation of a postindustrial society characterized by «de-standardization» and «de-massivization», the spread of protest and radical movements as forms of demonstration of the «different thought» etc. These opposing processes of «massization» / «de-massiveness», their mechanisms and influence on the models of self-determination of a person require to be analyzed. The aim of the article is to analyze theoretical approaches to studying the phenomenon of a mass man, his/her role in social processes. For its realization, the factors of formation and the essence of «man-mass» as a certain socio-cultural type are revealed; the determinants of the formation of «man-mass» in postindustrial society are considered and the influence of information technologies on the formation of the mass-public is analyzed. It is determined that massivization is associated with the transition to an industrial society, the inclusion of a large number of people in the same type of social interaction and the formation of homogeneous lifestyles, types of thinking. The processes of de-massiveness destroy the standardized image of the world, generate the multivariation of individual being, which requires personal self-determination.