It should be noted on occasion that such metamorphoses of the social ideal are logical and inevitable.

It should be noted on occasion that such metamorphoses of the social ideal are logical and inevitable.

It is obvious that such guidelines shake the social institutions responsible for the security of the community and the individual. Between these processes of finding more and more complete comfort and combating new threats lies the trajectory of the individual life strategy of our contemporaries.

The general tendency is to reduce the degree of rootedness of the life world of the individual in the social organism, to weaken the rigid determination of individual strategy by "external" factors of institutions, norms, and the priority of the public good. As a result, the main security systems found themselves in a state of crisis – morality, family, state, ideology, science, classical art. Let us identify the most significant, in our opinion, innovations in the social status of the individual and in the organization of his life world.

First and foremost: modern man has learned to live "alone". The community of other people today surrounds the individual so closely and without alternative that it ceases to be perceived as something necessary. So a person does not notice the air he breathes. The closure of social space has created in modern man the illusion of the naturalness of the social, and thus gave rise to a sense of "freedom from society" sharply criticized by the classics of Marxism at the dawn of the industrial age. If in primitive tribes, as well as in classical antiquity, expulsion from the community (flock, tribe, polis) was equivalent to execution, if in traditional society a person without a family was perceived as inferior and suspicious, now sociologists state the transition to individual residence, distant marital relations, full economic independence of each individual.

Modern man lives several lives. This principle has its demographic preconditions. A feature of modern consumer society is the phenomenon of so-called "long youth" when the period of use of public goods (sex life, own funds, opportunities for social growth and learning) begins much earlier and ends much later. As a result, a person has the time, energy and resources to start several families, acquire several professions, make several career ascents, and change their appearance and lifestyle more than once. This model is reproduced by mass culture, cultivated by so-called exemplary personalities – representatives of elite public groups (show business, film industry, mass media, sports).

These socio-psychological trends are like hints that a Ukrainian receives from the outside in conditions of permanent stress, and, not having time to think, guided by them with the obedience of zombies. This situation is a classic for many real-life shows that have flooded our screen and participation in which is already an almost mandatory exam for the main public-elite groups. Interesting, by the way, is the genesis of these corporate and public games – from fairly chamber football tournaments to the national show "Fort Boyer" with the participation of leading politicians, journalists and musicians.

At the same time, not only the direct participant of the game learns to act quickly, clearly according to the instructions, without thinking and without caring about external decency. The same attitudes are brought up in the multimillion-dollar audience of the TV channel. The development of relevant skills is really useful if the refusal to reflect on goals and principles is a solved issue for a person. And the number of such people in Ukraine is growing, they are creating their corporation of "success" more and more closed and homogeneous in worldview and psychological characteristics.

We can state that Ukrainian society emerges from the crucible of social cataclysms with new adaptive achievements, formed, first of all, by stereotypes of mass communication and mass culture. One of the key is the stereotype of personal success, which in practice means the war of the individual with the social environment and the permanent process of separation of hostile corporations, as well as the division of society into successful and unsuccessful in each cell of the social organism.

In the domestic society, where the new rules are imposed on the opposite paternalistic expectations of the majority of citizens, separation is much faster and more ruthless than in stable European democracies, which have developed numerous humanistic safeguards and compensators.

Naturally, people in crisis regions acquire the ability to withstand much tougher conditions of competition, they have a strong motivation, rooted in the need to survive. Therefore, it is easy to predict that in the context of global competition, not communities, but individuals (if the liberal revolution comes to this) the fate of the world will be decided by people from regions where the question of survival is at stake, and socio-cultural infrastructure allows to reach global communication: Latin America, China, Southeast Asia, and, presumably, Southern and Eastern Europe.

Our first swallows are the personal achievements of Ukrainian chess player R. Ponomarev, boxers of the Klitschko brothers, football player A. Shevchenko, swimmer J. Klochkova, hockey player R. Fedotenko, singers R. Lyzhychko and A. Danylko. They invade the world of recognized authorities like comets. They have a powerful internal impulse of self-realization, multiplied by the resistance of the environment and the circumstances that accompany the formation of man here in Ukraine. Therefore, when they break into a more comfortable social environment, they are already heading to the top with great force. But this tension is felt when there is a need to defend their leadership. This task requires a different motivation and a dominant type of self-awareness, which is still impossible for our "parvenu".

Unfortunately, collective self-realization among Ukrainians is still much worse.

The destructive mechanism of alienation from one’s own is triggered. A Ukrainian sees in another Ukrainian not "his" who will help and increase the common success, but a potential enemy and the main competitor, who will definitely intercept the success, "substitute". A Ukrainian trusts another Ukrainian the least and expects the greatest danger from him for his own self-realization.

It is logical to assume that this complex is the reverse of the above situation. According to the law of the genre, only someone can break through (survive). Such psychology is cultivated, in particular, by the television programs "The Lonely Hero", "The Weak Link" and "The Smartest". It is due to certain general civilizational processes and worldview priorities of the era. But it is also probable that in Ukrainians such a scheme is superimposed on historical models of behavior formed in the conditions of someone else’s supremacy, centuries of humiliation, service, mutual denunciations and cruel punishments.

It should be noted on occasion that such metamorphoses of the social ideal are logical and inevitable. If only the mechanism of personal success works, then its essential attributes are envy, selfishness, insidiousness. One and the same mechanism brings to the top of one or two and destroys the personalities of thousands of "middle-aged" who automatically go into the status of losers.

We consider it appropriate to take examples in the same sports field, where competition is presented in its purest form. A. Shevchenko is a star, but the leading Ukrainian clubs Dynamo and Shakhtar have lost almost all local footballers over the past few years. What happened to them? Everyone wants to be a Shevchenko and no one is able to be themselves? The same is observed in domestic boxing, where the phenomenal success of the Klitschko brothers coincided in time with the grand failure of the national team at the Olympics in Athens.

In the conditions of crisis and institutional degradation of the structures that were traditionally responsible for the "correctness" of the individual’s actions and his observance of the general interest, the reproduction of the normative side of life became the subject of his own choice. At the same time, conscience and success often contradict each other.

A model of success through the implementation of the principle of "Break the rules" was created. The quasi-strategy of achieving personal success at the expense of the energy of the disintegration of the public good, framed in a set of norms and principles, finds its apologists and preachers. Some of them are followers of the new-fashioned gurus of the consumer society (D. Carnegie, G. Alder, O. Kozlov, M. Norbekov), others only master the "open" principles and try on philosophical and pedagogical laurels (D . Korchinsky, V. Spivakovsky), and others state the emergence of new rules and already encourage their audience to obey these rules (D. Vydrin).

F. Riff describes such a situation as a schizoid state of culture, oscillating "between dead ideas and brutal entertainment." The best illustration of this state, the American scientist considers "the existence among us of whole colonies of people prone to violence, deprived of any permanent idea of ​​the general purpose of human existence" [4]. This description is easy to guess at the realities of American society, divided by rigid racial, property, and sociocultural barriers, with its ghettos, neighborhoods, and aggressive subcultures.

However, it would not be an exaggeration to say that there is already an obvious tendency to turn an entire post-communist zone, including Ukraine, into a similar "colony" on the world map. In any case, the "schizoid" culture of inadequate consciousness is manifested in our conditions perhaps most vividly – due to the particularly neglected cultural self-identification and extremely taboo collective psyche.

At the household level, the problem of uncertainty has its expression in the concept of "spin" as imperative for this type of social reality, as well as in the deeper and not always conscious horizons of self-design – to survive and survive.

No wonder the beginning of the revolution of the late twentieth century was marked by the Chernobyl accident – it was the first shock that destroyed all notions of security and adequacy of the collective worldview. Then there is the consumer shock of the breakthrough to the West, then there is the truth about the crimes of the Soviet government.

The shock of the destruction of the worlds of life has forced many of our fellow citizens to abandon individual life goals in favor of what is generally accepted and accepted. On this basis, they voted for the Union and against the Union, left the institutes and departments, carried money to trusts, dug up suburbs under gardens, renounced nuclear weapons and created anecdotes about the "new Russians".