Abstract. The author considers personality as one of fundamental phenomena in human life and society, tells that personality is determined by social reality in the phase of permanent transformation, and mentions that each new type of sociality radically changes the system of the relations "personality – society", which inevitably leads to the new substrate of personality, the origin of its new properties and qualities.
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Key words and phrases: гипотеза, прагматизм, индифферентность, толерантность, социальная атомизация, информационное общество, hypothesis, pragmatism, indifference, tolerance, social atomization, information society
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