The article notes that at present there is an urgent need to select value orientations of society to determine the ways of survival of civilization, which turned out to be at the crossroads of human history, that is, at the point of bifurcation determining the need to choose a new path of its development.This largely depends on the subjective factor as a determinative condition for the life of society.Investigating the role of the subjective factor in the transformation of society in the article it is noted that the activity of people really forms a new face of social reality, directs the course of the historical process. The problem of the ratio of the objective and the subjective in history is justified in the short-term and long-term plans.In the first plan, it is proved that in relatively small segments of the historical burden, the importance of the subjective factor increases sharply in the transition periods, when the actions of the internal laws of the previous way of life have weakened, and the laws of the new way have not yet developed.During this period, the image of the future world is intensively created, the plasticity and pliability of history is clearly manifested. In the second plan, fractally appear tendencies of increasing the role of the subjective factor in the civilization history of humanity.In the context of the selected phases, a whole range of problems is actualized in history, among which a special place is given to regressive social changes threatening to turn into a planetary totalitarianism. It is a product of special historical circumstances, a phenomenon of a new, and not a traditional way of life. As a unique phenomenon, totalitarianism is explained taking into account the specifics of our time. The manifestation of totalitarianism poses the question of humanizing the subjective factor, the authors note.In the search for a positive solution today, three approaches are used to strengthen the role of the subjective factor.The first is the conscious management of social processes, control over the society-nature system.The second is a liberal approach, based on the principle of self-regulation of the entire system of social relations.The third one is a synthetic variant, the essence of which lies in the growing threat of ecological catastrophes, the danger of uncontrolled use of nuclear weapons, and the growth of international and interethnic conflicts.The task of the subjective factor is to connect in time the will and the mind to the spontaneous process of social development
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