replication

Introduction. An attempt is made to examine the role of classical heroic and modern myths in the development and preservation of historical memory as one of the traditional aspects of social and individual consciousness. Myths, participating in the formation of the identity of a person, comprehending the past and present of his people, personified in images, in the process of historical development of society can be transformed, exposed to pseudo-heroization and demythologization. Theoretical analysis.

The article is devoted to the research of consumerism as sociocultural practice. It is shown that consumerism has a feature of autoreplication. Consumer ethic tends to homogenise socio-cultural practices of contemporary men, which leads to the identity crisis and sufficient change of their subjectivity