ИМИДЖ

Today the investigation of social personal image has a big practical and theoretical importance, caused by the transformations in our social life. The problems of tools and peculiarities of imagology in the field of pedagogy are not investigated sufficiently and are actual today. It requires the systematization of different approaches in this field.

The article is dedicated to consideration of values in a society of symbolic consumption. Changes in all spheres of society forces people to think about the value basis of their own life. The ethics of hoarding is replaced by the ethics of squandering, and it happens because of the spread of symbolic consumption. Symbolic consumption interacts with the moral sphere of social consciousness, creating new value structure. Therefore we must search personal identity in the space of a society.