Particular Characteristics of Body Identification Practices in Social Networks: National Observation

Abstract

The purpose of the work is to determine the peculiarities of body identification practices in social networks based on the national experience. The research methodology is based on the application of axiological, comparative analysis, hermeneutic interpretation, and structural and functional methods. The stated methodological instruments allow identifying the influence of consumption culture on the nature and specifics of representation of identification practices in social networks. The scientific novelty lies in theoretical analysis, firstly, of the morphosis of body identification practices in social networks, secondly, of the body deviations in the context of contraposition Me/Other, and thirdly, of up-to-date trends of body practices construction based on acceptance of the own body not depending on any characteristics, peculiarities, beauty canons propagated by the pop culture. Conclusions. The dynamics of changes in body identification practices in social networks are related to the globalization processes, constant acceleration of the “pop culture pulse”, commercialization of values, and society's escape to a virtual world. The body broadcasting on social networks is influenced by the culture of consumption, stereotypes, images, and standards popularized by the mass media. The alternative way of body identification practices is the refusal from the body canons propagated by the pop culture and focus on the inner world of the personality.
 Key words: social media, body identification practices, images, stereotypes, the culture of consumption.