Abstract
Analyzed is the problem of personality identification under conditions of socio-cultural transformations, connected with formation of multicultural environment on global scale. The modern personality, being participant of numerous social communications, often perceives as cultural patterns those norms, principles and values, that are not genuine for it, since they do not correspond to it’s mentality and associated with it national cultural traditions. As a result, there is developing transformation of identification foundation. Thus, identification leads to leveling of cultural differences and formation of so-called “citizen of the world”, in which cultural isolation and uniqueness is being disappeared.
Keywords
- identification
- identity
- cultural integration
- social and cultural communication
- multiculturalism
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