OPEN MARKET AND ITS SPECIFIC CHARACTER UNDER THE CONDITIONS OF GLOBALIZATION: ON THE ISSUE OF COMMODITY CHARACTERISTICS

The relevance of the research is reasoned by the need for theoretical understanding of reality of a globalizing world, which generates discussions associated with the interpenetration of cultures and societies. In particular, the author attempts to consider the way the globalization affects the formation of commodity characteristics of personality under modern conditions. It is noted that both individuals and entire communities are subject to progressive standardization in the context of globalization. It is also noted that in the economic context, globalization dictates new requirements, both for the type of human-to-human interaction and for the new type of labor – informational one. The aim of the research is to identify the characteristics of formation of a new model of personality in the context of globalization, taking into account the current type of interaction and the new type of labor. Methods: the capabilities of the system methodology, the method of
analogizing transfer, as well as the potential for comprehensive study of prognostic approaches. Results. The author made an attempt to determine the prerequisites for formation of a new personality model in the context of globalization and describes such categories as «Protean identity», «market identity», «protean effect», «commodification», «globalization».