Abstract
The article deals with the issue of handmade - a form of individual manual labor to create original applied or artistic products - as a resource of the social and cultural life of modern society. The relevance of the research is determined by the need for a person to have ways to show their uniqueness in the conditions of total mass production and social interactions. Based on the results of a sociological survey, the activity, motivational, psychological, economic and communication aspects of handmade have been clarified. The main conclusions of the research are the following: the possibilities of handicraft work in the utilitarian-applied and artistic-aesthetic fields of activity are most clearly manifested; handmade is a significant element for a large number of people in the organization of a positive communication space; in a mass society, needlework is a way of constructing and representing personal identity. The most significant function of handmade is the function of changing the type of activity in order to prevent emotional burnout in the conditions of concentrated information flows and the rapid pace of production and economic life.
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