MONETARY IDENTIFICATION OF A PERSON AS A PRODUCT OF DISSEMINATION OF VALUES OF WESTERN CIVILIZATION

Introduction In the conditions of the modern pluralistic world, the problem of identification of the person is becoming extremely urgent. Identification begins to be considered as a complex process that is formed in the context of human socialization under certain historical and cultural conditions. The idea of human identity arises during the transition to the post-industrial stage of development of society in the form of a “crisis” in a person’s awareness of one’s own “self”. Researchers mostly distinguish different areas in the study of the problem of identity, including social, cultural, ethnic, group identity etc. However, in the framework of the functioning of social identity, monetary identity should be allocated, which is becoming increasingly important for determining the place of a man in the world. There is an inverse relationship between a person’s identity and the surrounding social space. Within a society, a certain identity is formed, and a person as a bearer of this identity receives a corresponding set of values, patterns of behavior, etc. Such social identity is not permanent and changes in accordance with changes in society. However, the very changes in society happen under the influence of human activity guided by identity. Highlighting the main features of the modern world in which human self-determination takes place, Z. Bauman notes that in our time there is a lack of such patterns, codes and rules that can be obeyed and can be chosen as stable guidelines which man will be guided by. Of course, this does not mean that our contemporaries are guided solely by their own imagination and determination and are free to choose a way of life without relying on anything, or that society has stopped providing “building materials” and “schemes”. The researcher believes that we are moving from the era of predetermined “reference groups” to the era of “universal comparison”, in which it becomes difficult to determine the direction of efforts that must be made to successfully build one’s life (Bauman, 2013: 7). Therefore, for the inhabitants of “liquid modernity”, identity is constantly flowing, it covers various spheres of life and is determined in all human activities. According to Sitkevich N.V. , the problem of identity becomes important because a person in the modern world does not stop trying to grasp for identity, seeks it as a certain support in life, a certain model of behavior, or collects it from scattered pieces of identification. For a person living in a world of intense ideological and social motivations, the process of identification solves many problems of the individual, and through them society itself: a person finds an existence identical to their essence; gets the opportunity to solve the problem of loneliness and historical continuity (Sitkevich, 2011: 149). In the fluid world, a person feels the need for certain marks, which can be found only by defining one’s own The article is devoted to the problem of monetary identity, which needs a detailed study in the context of the transformation processes of the modern world. The relevance of the study is that the identity of modern man is becoming unsteady. In seeking guidance for constructing one’s own “Self”, a person finds himself at a crossroads. They lose the identity they had from birth as members of traditional society and are forced to build it independently. The article reveals the preconditions for the emergence of an identity crisis in the context of the development of capitalism and the formation of the economic man. The purpose of the article is to determine the peculiarities of the formation of monetary identity, which has become essentially a by-product of the spread of Western values. To achieve this goal, a structural-functional analysis of social interactions of the subjects of identification has been conducted, as well as general scientific methods of synthesis and generalization of materials, analysis, comparison, deductive and inductive methods, etc. have been used. The main features of monetary identity are that a person begins to be guided by one’s own selfish principles, and money becomes the main value for such a person, appearing as a universal value that is equivalent to all other material values. In the modern world, monetary identity appears as a global and unstable one, it is formed artificially and serves the modern market for profit within the consumer society. It is concluded that in the modern world, money not only serves to improve the objective circumstances of life, but also becomes a means of achieving public recognition. The problem of monetary identity is especially relevant for Ukraine as a country that focuses on the Western type of management with its achievements, values and at the same time problems, and therefore requires further research.