Abstract
The situation in sociology is that sociology of culture among industries plays the most important role. In turn, the sociology of identity in the sociology of culture is not a priority, being unjustly constrained in narrow thematic framework. And finally, in the sociology of identity issues name actualize also extremely rare. Meanwhile, theoretical and methodological arsenal of modern sociology allows radically upending a system of priorities and substantiating the sociology of the individual as a complete paradigm, not a local theory, and sociology name to do it, paradigm web. Most promising in this respect seems to constructivist approach, gave birth to a number of independent theories which had an influence on almost all other approaches of modern sociology. The article proposes to focus only on some aspects of sociology name, such as social ontology name, nominative totalitarianism, the name-reputation, conversion, etc.
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