MODERN SOCIALLY-ORIENTED PRACTICES AND IDENTITY DESIGN: AREAS OF INTERACTION

The relevance of the article is related to the problem of constructing the identity of a modern person. The crisis of identity, as a phenomenon that originated in the second half of the twentieth century, is only exacerbated and intensified in the modern cultural space, which is facilitated by new scientific directions (for example, queer research). At the same time, it is possible to declare a change in consumer society to a culture of prosumism. In this regard, the approaches to formation of identity are changing. The aim of the research is to consider how modern socially oriented practices of the culture of prosumerism affect the construction of the identity of a modern person. Conclusions. Social entrepreneurship and Hand-made, as practices that have spread in prosumer culture, become forms of work with a person’s identity, and can contribute to its self-determination and self-identification.