SOCIAL STANDARDS IN SOCIETY AS AN INTEGRAL FACTOR OF FORMATION AND ESTIMATION OF INDIVIDUAL REPUTATION

Abstract

The author sees search for formation factors and assessment criteria of valuable features of individual subjects and collective ones as one of the most important problems in investigation of reputation. Specialists in the field of game theory think that there are theoretical game models of reputation and standards; reputation is seen as a reflection about the standard activities. The paper aims at considering the social standards as a factor of reputation and as a factor of subject assessment. The author speaks that interioration of common social standards, values and behavior models take place in the period of upbringing, socialization and professional education. These activities are revealed through subject activity. When analyzing subject activity, we can make conclusions about reputation. The concept «reputation» is rather polysemantic. This allows us to review reputation as an assessment system and valuable characteristics and as a process of forming these assessment and characteristics. It appears that reputation as a process concept turns out to be the process of searching for valuable characteristics of the subjects and results of their activity. Thus, we can speak about reputation as a process of making decision what evaluation belongs to the subject activity. The paper shows that compliance or incompliance of subject activity is assessed by means of common social standards and valuable preferences of the evaluator and it is the basic factor for making decision in concerns of reputation.