Social norms in society as an integral factor in the formation and evaluation of an individual's reputation

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One of the problems in the study of reputation, which faces specialists in different fields, is the search for factors of formation and criteria for evaluating the value characteristics of subjects, both individualized and collective. For example, experts in the field of game theory are of the opinion that there are game-theoretic models of reputation and norms of activity, and reputation itself, in their research, is, in a sense, a reflection on the norm of activity. In this article, the task is to consider social norms, firstly, as a factor in the formation of reputation, and secondly, as a factor in the assessment of the subject. During the period of education, there is an interiosis of social norms and the formation of value systems, which affects the activity of the subject. Based on the analysis of the subject's activities, one can judge the reputation. The very concept of "reputation" is polysemantic in nature. This allows us to talk about reputation, on the one hand, as a certain phenomenon, an established system of assessments and value characteristics, on the other, as a process of forming such assessments and characteristics. In the latter case, it turns out that "reputation" as a procedural concept turns to us in the form of a process of searching for the value characteristics of subjects and the results of their activities and the decision-making process on what assessment to give to the activity of the subject.The article will show that the compliance or non-compliance of the subject's activity with generally accepted social norms, as well as the value preferences of the evaluating subject, turns out to be one of the fundamental factors for making a decision regarding the reputation of the evaluated subject, both individualized and collective.