Abstract
The purpose of the study is to identify axiological grounds for strengthening identity. Attention is focused on the analysis of literature on the issue of identity formation, actualization of the problem of self-identification in conditions of social instability. The scientific novelty lies in the fact that an attempt is made to analyze the phenomenon of collective identity as a community need for self-identification of social groups. As a result, it was revealed that the structure of identity is changing, starting from individual self-identification, and ending with civilizational. Due to the factors that contribute to the strengthening of collective identity: cultural heritage, language, memory, the value-semantic core of culture can be enriched in the conditions of instability of the moral foundations of society.
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