Abstract
The paper investigates transformation of identity and specifies peculiarities of philosophic, sociological and psychological reflection of the concept in accordance with historic periods of society development. The authors highlight scientific views on the evolution of identity, contradiction in its formation, critics of existing concepts and results received in Philosophy, Sociology and Pedagogics. The authors see current conditions of identity formation as completely different. This results from globalization process, virtualization, creating net communities etc, that is why the authors focus on the types of various and flexible identity that corresponds to modern life and diversity of net communities (from professional and socio-demographic communities to affinity communities). The paper analyzes the functions of culture in these processes and new means of communication. The authors make case about virtualization of society, reflection and creation of new concepts of modern transformation society. This results from wide-spread screens (cinemas, TV-sets, computers, smart phones, tablets, e-books etc.) and forms of interaction among them (WEB2.0, cloud technologies etc).
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