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In this article were given information about different psychological types. It is noted that, when the bio-physiological ethnic structural system of nation is affected in psychology there should be formed psychology. In each period men and women formalize society instructure who obtained social and psychological types of characters from national spirit appropriate for themselves. Moreover, in this procedure the determinant as if being society itself. But acutally, the female psychology serves as an important cause by formalizing social character by formalizing. In the article notes that from the theory of Erich Fromm's social character one can come to the conclusion that the deterministic connection between the psychology of society and man does not happen in one direction. The society forms a special mechanism for the "production" of a person of his own type. We told about one of these mechanisms, and another mechanism is employment. It is clear that if only accurate and accurate people are employed to work with good wages, this act will eventually become a mechanism and "produce" a new generation of neat people. Or, if women like more men with consumer psychology, this will lead to the fact that fashion producers among men will become urgent. On the other hand, the social characters that society considered relevant, adversely affecting this society, creates new processes in it. The Germans and the English, known for their accuracy and pedanticity, are the products of this mechanism. At the same time, the Germans and the British created by their character a lot of changes in the world, politics and science. The Italians and the French are also Europeans. But the fact that they did not get the name of accurate and accurate people indicates that the listed qualities are not generally inherent in the mentality of Europe, although in comparison with Arabs and Afghans accuracy, accuracy of Italians and French are much higher. This means that the mentality, the social character of the Germans and the British, had a ...

Introduction. The philosophy of S. Žižek is one of the challenges of our time. It should not be associated with any tradition. It influences the formation of ideas in political philosophy, postmarxism, poststructuralism, structural psychoanalysis. S. Žižek demonstrated the potential use of psychoanalysis for philosophy, actualized the use of the dialectical method in the philosophical study. The philosopher combines the ideas of ethics, philosophy of politics, philosophy of religion with the problem of gap, as an essential characteristic of any existing being In the texts. The aim and tasks are to analyse (in the historical and philosophical context) the influence of the philosophical, culturological, and political scientist conceptions of S. Žižek on the transformation of the idea of the discontinuity proposed by J. Lacan. Research methods. Our study uses a set of methods. The system-structural method has allowed to consider each element of philosophical discourse in the projection on the whole. Hermeneutical analysis of S. Žižek's texts and the comparative method, allowed to determine the main sources of influence on the views of the philosopher, in the first place, the ideas of J. Lakan and G. Hegel. Discussion. The object of our study is the phenomenon of gap in the philosophical concept of S. Žižek. It correlates with the notion of development and is inherent in the social, political, economic sphere, at every level of civilization development. S. Žižek is an outstanding representative of the philosophy of postmodernism. Conclusions S. Žižek believed that the idea of a gap is the main idea of ontological discourse. The problem of ideology, religion, ethics, politics, the subject is solved by understanding of the gap, which accumulates the postulates of dialectics, psychoanalysis, etc., and actualizes them in the postmodern reality. According to the philosopher, consideration of any existing being is possible due to the concept of the gap, which is identical to the notion of difference. In the opinion of S. ...

Стаття торкається питань застосування психоаналітичної методики до розгляду тексту політичної промови на рівні мовних засобів. Мовний рівень розглядається через систему мікрообразів, за якими відчитуються психологічні настанови спічрайтерських стратегій. The article is devoted to the problems of using the psychoanalysis in the investigations of political speeches at linguistic level. It is shown throw the system of microimages. They are the indicators of the psychologic directions in speechwritting strategies

У статті розглядаються теоретико-методологічний статус моделювання у сучасних гуманітарних науках та передовсім його стосунок з філософією; теоретичні засади та актуальні проблеми агентно-базованого моделювання як засобу для прогнозування тенденцій розвитку сучасного глобального або локального суспільств та виявлення загроз, які лише мають постати. Поряд із цим прояснені методологічне становище агентно-базованого моделювання у гуманітарних та соціальних науках як інструменту тестування гіпотез щодо функціонального стосунку змодельованих феноменів людського світу; необхідність побудови теорії реальності, яка має передувати застосуванню моделювання та потребує концептуальної аналітики, тобто феноменологічного розрізнення феноменів досвіду, що моделюють. Здійснено спробу обґрунтування міждисциплінарного статусу моделювання та можливості застосування філософії як засобу концептуальної аналітики. Окреслено головні загрози, що постають перед філософією як засобом аналітики понять. Здійснена критика методологічного редукціонізму на прикладі психоаналітичної теорії як засобу критики культури та політичного активізму. Досліджено теоретико-методологічні підстави психологістського редукціонізму в психоаналітичній теорії. Обґрунтовано неможливість застосування редукціоністської методології для концептуального аналізу в межах моделювання. ; The article deals with the theoretical and methodological status of modeling in social sciences and humanities; theoretical foundations and topical problems of agent-based modeling as the instrument for scientific predictions of contemporary development trends of global or local societies and identifying difficulties that only have to emerge. Along with this, the methodological condition of agent-based modeling in the humanities and social sciences is clarified as a tool for testing hypotheses of the functional relationship between the simulated phenomena of the human world. Justified is the need of reality theory construction, which has to precede the application of modeling and requires conceptual analysis; that is, the phenomenological distinction between the phenomena of experience. An attempt is made to substantiate the interdisciplinary status of modeling and the possibility of using philosophy as a conceptual analysis tool. The main difficulties which raise before philosophy as an instrument of conceptual analysis are outlined. The critique of methodological reductionism is carried out, as exemplified by the psychoanalytic theory, which serves as a criticism of culture and political activism. The theoretical and methodological foundations of psychologistic reductionism in the psychoanalytic theory is analyzed. The impossibility of using the reductionist methodology for the conceptual analysis in terms of modeling is substantiated.

The link between the mechanisms of compensation and culture has been intensely investigated in humanities, which study life (life-asserting factor) and in psychoanalysis (factor of self-perfection). However, this phenomenon is still being segmented in different scientific discourses and its reception in cultural studies is to give a possibility if not to acknowledge it, then at least to draw near the comprehensive vision, as modern vision of culture is understanding of its integrity, based upon the wide inter-discipline approach to its study.That's why integration of the notion of compensation into the cultural discourse promotes humanization of the cultural practices, which are the basis of individual's self-perfection and self-development. The compensation mechanisms are formed within the objects, which interact and possess back reaction for the system they appeared. The direction of their development may change under some conditions. Direct compensation may be turned into overcompensation or de-compensation. The meaning of the notion of compensation includes the signs (characteristic features) of a person and the signs (characteristic features) of the entire culture. The compensation processes occuring in culture on the one hand allow to reach the state of equilibrium of the socium as a dynamic system and on the other hand they allow to reach the level of individual's personal integrity, it being possible under certain conditions. Compensation in a wider sense and compensation as substitute of personal integrity are dialectically interrelated processes.The concept of "compensation" is widely used in biology, medicine, psychology, remedial pedagogy, sociology, political sciences, literature and etc. However, in reproduction mechanism of the functioning of society and culture in it, the scientific concept of compensation has considerable heuristic potential, which has not been fully used yet. The com parative analysis of compensation concepts in psychology, psychoanalysis, sciences of culture shows that compensation is a "core" of the whole person concept, and the idea of compensation is given the dominant role.The feeling or awareness of little value arises due to the individual defect enables him to evaluate his life position feature that is the main driving force of mental development. The way to perfection is led through overcoming obstacles; the complications function is an incentive to improve it. Scientists see a kind of compensation reserve in the functioning of the human senses, burdened with disabilities. This understanding of the psycho-cultural category is quite common in the research literature. However, it has not established full and comprehensive compensation theory, but in a number of separate spheres of organic life, these phenomena are studied so much that we can rightfully speak about the compensation as an established fact in human life. Analysis of conceptual-categorical apparatus of the concept shows that the integration of the concept of compensation cultural discourse promotes the humanization of social and cultural practices that are the basis of self-improvement and self-development of the individual.Psychoanalytic interpretation of the functions of culture includes two aspects. The first aspect covers all knowledge and skills of people to master the forces of nature and get any material goods to satisfy vital needs. The second one consists of the required settings of the order of interpersonal relationships, primarily related to the allocation of functions domination. The founder of psychoanalysis Z.Freyd opens a phenomenon of interdependence desires and coercion that leads to action repressive mechanisms of culture. In his opinion, the basis of society is the satisfaction of the primary needs of the individual, on these grounds there is objective values of interpersonal relationships where desires become symbolic elements of materialized and exchange.Z. Freud stresses, every individual is a priori hostile to culture, since the latter makes the offering of human victims in the form of forced labor and denial of the primitive instincts of incest, cannibalism and a desire to murder. The objection of the primitive impulses shows that the development of the human psyche goes toward transition into external coercion and its integration into the structure of "superego." The implementation of the process turns people into followers of the media culture.The meaning of "compensation" includes the features of the person and the characteristics of the culture. Compensation in the cultural processes allows us, on the one hand, to achieve equilibrium of society as a dynamic system, on the other hand to reach specific conditions on the possible level of personal integrity of the individual. ; К содержанию понятия "компенсация" принадлежат как признаки (характерные черты) человека, так и признаки культуры как целого. Компенсационные процессы в культуре позволяют, с одной стороны, достичь состояния равновесия социума как динамической системы, а с другой – достичь возможного уровня личностной целостности индивида в конкретных условиях. Компенсация в более широком смысле и компенсация как заме щение личностной целостности является диалектически связанным процессом. ; До змісту поняття "компенсація" належать як ознаки (характерні риси) людини, так і ознаки культури як цілого. Компенсаційні процеси в культурі дають змогу, з одного боку, досягти стану рівноваги соціуму як динамічної системи, а з іншого – досягти можливого за конкретних умов рівня особистісної цілісності індивіда. Компенсація у більш широкому сенсі та компенсація як заміщення особистісної цілісності є діалектично пов'язаними процесами.

The paper analizes the phenomenon of "Austro-Greek Empire" — a collective art-research project that includes ethno-cultural, social-political, and artistic frames. The fictional dimension of this "work-in-progress" project becomes its substantial part due to the topical issue of the post-truth phenomenon and conspiracy theories that are prevailing the media space. The importance of fictionalization methods in post-conceptual art is analyzed and demonstrated, given the possibility of constructing a metaposition in a situation of historical and political uncertainty. The "Austro-Greek Empire" is an emblematic project for the contemporary Ukrainian art process, as it aggregates a series of key issues, one of which is still the problem of identity. The article uses various methodological approaches, in particular, the optics of "parafiction" by C. Lambert-Beatty, psychoanalysis of J. Lacan, post-structuralist analysis of the mythology by R. Barthes and fictionalization of P. Osborne. ; Стаття аналізує феномен «Австро-Грецької Імперії», яка є прикладом етнокультурного, соціополітичного, мистецького колективного проєкту-дослідження. Важливою у цьому проєкті, який розвивається в режимі work-in-progress, є його фікціональна складова, яка стає дедалі актуальнішою в контексті феномену постістини та конспірологічних теорій, що вірулентно захоплюють медійний простір. Окремо проаналізовано і продемонстровано важливість методів фікціоналізації в постконцептуальному мистецтві, з огляду на можливість конструювання метапозиції в ситуації історико-політичної невизначеності. Саме проєкт Австро-Греції є емблематичним прикладом цього в сучасному українському художньому процесі, адже він агрегує серію ключових проблематик, однією з яких і досі є проблема ідентичності. У статті задіяно різні методологічні підходи та категорії, зокрема, оптику «парафікції» К. Ламберт-Бітті, психоаналіз Ж. Лакана, постструктуралістський аналіз міфології Р. Барта та фікціоналізацію П. Осборна.

The paper analizes the phenomenon of "Austro-Greek Empire" — a collective art-research project that includes ethno-cultural, social-political, and artistic frames. The fictional dimension of this "work-in-progress" project becomes its substantial part due to the topical issue of the post-truth phenomenon and conspiracy theories that are prevailing the media space. The importance of fictionalization methods in post-conceptual art is analyzed and demonstrated, given the possibility of constructing a metaposition in a situation of historical and political uncertainty. The "Austro-Greek Empire" is an emblematic project for the contemporary Ukrainian art process, as it aggregates a series of key issues, one of which is still the problem of identity. The article uses various methodological approaches, in particular, the optics of "parafiction" by C. Lambert-Beatty, psychoanalysis of J. Lacan, post-structuralist analysis of the mythology by R. Barthes and fictionalization of P. Osborne. ; Стаття аналізує феномен «Австро-Грецької Імперії», яка є прикладом етнокультурного, соціополітичного, мистецького колективного проєкту-дослідження. Важливою у цьому проєкті, який розвивається в режимі work-in-progress, є його фікціональна складова, яка стає дедалі актуальнішою в контексті феномену постістини та конспірологічних теорій, що вірулентно захоплюють медійний простір. Окремо проаналізовано і продемонстровано важливість методів фікціоналізації в постконцептуальному мистецтві, з огляду на можливість конструювання метапозиції в ситуації історико-політичної невизначеності. Саме проєкт Австро-Греції є емблематичним прикладом цього в сучасному українському художньому процесі, адже він агрегує серію ключових проблематик, однією з яких і досі є проблема ідентичності. У статті задіяно різні методологічні підходи та категорії, зокрема, оптику «парафікції» К. Ламберт-Бітті, психоаналіз Ж. Лакана, постструктуралістський аналіз міфології Р. Барта та фікціоналізацію П. Осборна.

The article comprises a survey of the alchemy phenomenon interpretations in the 18th -21st century academic discourse. The view on the phenomenon in question underwent a few fundamental transformations: from the Enlightenment-era condemnation of alchemy as a pseudo-science – to its rehabilitation within the paradigm of the history of science, and finally, reconsideration of alchemy as a complex phenomenon of the cultural life of man and society. The gradual changes of the phenomenon view can be rightly considered as indicators of some transformational trends of social thought or even characteristics of political and ideological determination of social life. ; Обзор интерпретаций алхимии в академическом дискурсе XVIII-XXI вв. обнаруживает принципиальные трансформации оценок исследуемого феномена: от просветительского осуждения алхимии как лженауки – до ее реабилитации в рамках историко- природоведческой парадигмы и, наконец, переосмысления алхимии как сложного феномена культурной жизни человека и общества. Постепенные изменения видения феномена правомерно могут рассматриваться как индикаторы определенных трансформационных тенденций общественной мысли или даже характера политико-идеологической детерминации жизни социума. ; Огляд інтерпретацій алхімії в академічному дискурсі XVIII – XXI ст. виявляє принципові трансформації оцінок досліджуваного феномена: від просвітницького засудження алхімії як псевдонауки – до її реабілітації в межах історико-природознавчої парадигми й, врешті-решт, переосмислення алхімії як складного феномена культурного життя людини та суспільства. Поступові зміни бачення феномена можуть правомірно розглядатися як індикатори певних трансформаційних тенденцій суспільної думки або навіть характеру політико-ідеологічної детермінації життя соціуму.

The purpose of the scientific article is to try to study a very complex problem related to figurative, historical, psychological oppositions of two relatively close and at the same time distant, even contradictory Slavic cultures - ie Ukrainian (European) and Russian (it is a hybrid, Euro-Asian, ie it has mixed features). Research methods and techniques – psychoanalysis, psychohistorical project of development of Ukrainian literature, which allows the perception of each culture as unique, and this is in the historical dramatic poem by Lesya Ukrainka "Boyarin" shifted and motivated by aggression, expansion of Moscow, an attempt at aggressive policy. Ukrainian Cossack, centurion, and later - Moscow boyars. Research results. The article substantiates the motives of moral and ethical and psychohistorical confrontations, which are not traditional age or family confrontations, as depicted in the socio-domestic novel "The Kaidashev Family" by Ivan Nechuy-Levytsky or in the socio-psychological novel, where the author is Panas Mirnyi. These oppositions consistently follow from socio-political and cultural-historical oppositions. Conclusions. It is clear that the author clearly points to the tragic geopolitical situation in Ukraine - it is a large territory, attractive for conquest. Ukraine's neighbor has a different cultural and religious orientation towards Asia. The writer points to the significant political maneuvers of the hetmans of the Ruin era, to the historical context of the political struggles of tsarist and boyar Moscow. Moscow's course was aimed at destroying the hetman's Cossack Ukraine. Oksana Perebyina understood this well - this is what destroys her physically. The intellect of the Ukrainian woman is sensitive to the tragedy of the homeland, it is reflected phenomenally in the modernist dramatic poem "Boyarynya" by Lesya Ukrainka.

Стаття присвячена філософському та культурологічному аналізу філософії постмодернізму (постструктуралізму) на основі методології гегельянства, гайдеґґерівської філософії мови, структурного психоаналізу, деконструктивізму, герменевтики, універсальної етики та філософії діалогу. У статті обґрунтовується теза про те, що постмодернізм як модель теоретичної рефлексії є автономним щодо лібералізму та релятивізму концептом "французької школи", що має антиліберальну спрямованість і за закладеними в нього імпліцитними буттєвими смислами кореспондує з консервативним християнським світовідчуттям. Середньовічними онтологічними "ядрами" постмодернізму постають концепти "реального" Ж. Лакана, "археписьма" Ж. Дерріда, "шизоїда" Ж. Дельоза, "рефігурації мови" П. Рікера. Таким чином, звільнений від стереотипів релятивації, постмодернізм постає як третя (консервативна) альтернатива в опозиції європейського вибору між лібералізмом та радикалізмом. ; Статья посвящена философскому и культурологическому анализу философии постмодернизма (постструктурализма) на основе методологии гегельянства, хайдеггеровской философии языка, структурного психоанализа, деконструктивизма, герменевтики, универсальной этики и философии диалога. В статье обосновывается тезис о том, что постмодернизм как модель теоретической рефлексии является автономным по отношению к либерализму и релятивизму концептом "французской школы", имеет антилиберальную направленность и по заложенным в него имплицитным бытийными смыслам корреспондирует с консервативным христианским мироощущением. Средневековыми онтологическими "ядрами" постмодернизма предстают концепты: "реального" Ж. Лакана, "археписьма" Ж. Деррида, "шизоида" Ж. Делёза, "рефигурации языка" П. Рикёра. Таким образом, освобожденный от стереотипов релятивации, постмодернизм выступает как третья (консервативная) альтернатива в оппозиции европейского выбора между либерализмом и радикализмом. ; The article is devoted to the philosophical and cultural analysis of postmodern philosophy (post-structuralism) on the basis of the Hegelian methodology, Heidegger's philosophy of language, structural psychoanalysis, deconstructionism, hermeneutics, universal ethics and philosophy of dialogue. The article substantiates the thesis that postmodernism as a model of theoretical reflection is autonomous with regard to liberalism and relativism with the concept of a "French school", which has an anti-liberal orientation and corresponds to the conservative Christian attitudes imposed by implicit ontological meanings. The medieval ontological "nuclei" of postmodernism are concepts: "Real" by J. Lacan, "Archepism" by J. Derrida, "Schizoid" by J. Deleuze, "language reconfiguration" by P. Ricker. Thus, freed from the stereotypes of relativity, postmodernism appears as a third (conservative) alternative in opposition to the European choice between liberalism and radicalism.The double standard extends to the attitude of liberals to radical currents in crisis processes. Initially, liberal leaders take an overwhelming majority in right-wing nationalism, using it as a tool to support the status quo of capitalism, a means of distracting the masses from real problems, and a mechanism of intimidation. When the mass is intimidated enough, it is proposed to liberalism as "a source of defacing" as the "only alternative". We can talk about the artificial situation of identifying the choice of Fa versus Antifa for the subject who is forced to choose between "purse and life" - between multiculturalism and radical nationalismThe key task of structural psychoanalysis is not only the returning of the conflict to its original place, that is, the disclosure of the deep-seated class traumas of the capitalist neoliberal world itself, according to S. Zizek and other representatives of the Slovenian school, but also - the separation of the philosophy of postmodernism as a spiritual phenomenon from political projects of neoliberalism and multiculturalism, which until recently were considered an applied dimension of postmodern politics and promoted the introduction into the social practice of the vicious circle "liberalism - nationalism liberalism" - a circle that does not provide choice and which excludes from its own semiosfery any other values: ethical and dialogical, modern, conservative, religious, international, non-system Left (antyhlobalistic) and others. In order to realize this task, postmodernism must be considered under the other (not postmodern) viewpoint, depriving it of the stereotypes of "relativism", "cynicism" and "enlightenment", that is, it is necessary to demonstrate that the authentic core of postmodern philosophy is far from multicultural indifference of "post-truth" and includes expressive ontological motives.The double goal of our study: to carry out a critical rethinking of postmodernism as a form of manifestation of a conservative attitude based on hereditary archetypes of the Middle Ages and Modernism, and to show that postmodernism as a philosophy is not the cause of the tragic self-denial of postmodernism as an applied measurement of multiculturalism, that multiculturalism with its vicious circles of relativity , devastation and radicalism is separate from the phenomenon of postmodernism and belongs to the "shock" project of American liberal democracy, and not to "French school" Moreover, the School of Post-Structuralism of the Sorbonne, as the basis of postmodernism, is the descendant of the Marxist school of "new left" in Frankfurt and its meaning is fundamentally anti-capitalist and anti-liberal.By combining among themselves in a single interdisciplinary field the classical philosophy of M. Heidegger's language, J. G. Derrida's "grammar", G. Lacan's structural psychoanalysis, J. Habermas's universal ethics, J. de Gaulle's schizodiscourse, and hermeneutics and the philosophy of P. Ricker's dialogue, we have shown that In the semantic field of postmodernism there are ontological kernels of conservatism, which approximate this philosophical model to medieval traditionalist thought and make the border between modern and postmodern very conditional. The return of postmodernism to the status of the philosophy of being and the liberation of the French school from the stereotypes of "lack" and "loseness" is necessary in order to protect postmodernism from accusations of cynicism, relativism and "emptiness", since these allegations are, firstly, based on the mixing of postmodernism with liberal irony, and, secondly, often serve as an excuse for the revival of various kinds of fundamentalist aspirations. We have shown that liberalism, by provoking through the irony of the identification of the "illusion", initially contributes to the development of radical movements, and then, when they emerge from the symbolic control, they remove them from the agenda as "fascist", opposing them to themselves. There is a closed vicious circle of impossibility to choose between "Fa and Antifa". Our work was an attempt to remove postmodernism from this circle.

People have been creating and disseminating short stories from time immemorial. We will never be able to find out exactly when short stories first appeared, as the genre preceded the emergence of ancient civilizations and written language. Despite this fact, the short story was defined as an independent and self-sufficient literary genre in the 20th century. Not only was the genre established quite late, but it has not been researched sufficiently. The first theoretical works appeared only in the 1960s, and in the 21st century, the short story is drawing strong attention from researchers in different fields. Scholars have outlined the existence of the storytelling function in psychoanalysis, cognitive science, and the political sphere and power relations, but they have been inclined to ignore the strong impact of literary storytelling as a cultural practice. At the beginning of the article, the author expounds the theoretical and philosophical exigencies of contemporary short story studies. She then succinctly outlines the history of this literary genre from ritual to meta-genre innovation. The investigation of the genre's history highlights the genre's features, providing the opportunity to distinguish the short story from other types of short fiction. Adding to the topic, the author defines issues of modern philosophical and scientific perceptions of the short story as a phenomenon, today's most empowered and widespread form of sharing notions. Finally, the author determines what can be denominated as a short story in contemporary literature and illustrates this through the translation of Etgar Keret's "Pipes", which was the first work in the oeuvre of the prominent and well-known contemporary Israeli writer. ; Сьогодні оповідка є одним із найпопулярніших жанрів, який хоч і виник ще в прадавні часи, проте не був ґрунтовно дослідженим. Тому крім спроби окреслити історію жанру, в статті звернено увагу на проблеми та перспективи вивчення оповідки.

Сьогодні оповідка є одним із найпопулярніших жанрів, який хоч і виник ще в прадавні часи, проте не був ґрунтовно дослідженим. Тому крім спроби окреслити історію жанру, в статті звернено увагу на проблеми та перспективи вивчення оповідки. ; People have been creating and disseminating short stories from time immemorial. We will never be able to find out exactly when short stories first appeared, as the genre preceded the emergence of ancient civilizations and written language. Despite this fact, the short story was defined as an independent and self-sufficient literary genre in the 20th century. Not only was the genre established quite late, but it has not been researched sufficiently. The first theoretical works appeared only in the 1960s, and in the 21st century, the short story is drawing strong attention from researchers in different fields. Scholars have outlined the existence of the storytelling function in psychoanalysis, cognitive science, and the political sphere and power relations, but they have been inclined to ignore the strong impact of literary storytelling as a cultural practice. At the beginning of the article, the author expounds the theoretical and philosophical exigencies of contemporary short story studies. She then succinctly outlines the history of this literary genre from ritual to meta-genre innovation. The investigation of the genre's history highlights the genre's features, providing the opportunity to distinguish the short story from other types of short fiction. Adding to the topic, the author defines issues of modern philosophical and scientific perceptions of the short story as a phenomenon, today's most empowered and widespread form of sharing notions. Finally, the author determines what can be denominated as a short story in contemporary literature and illustrates this through the translation of Etgar Keret's "Pipes", which was the first work in the oeuvre of the prominent and well-known contemporary Israeli writer.

Consumer behavior might be considered as a kind of economic or social behavior, but, in any case, it bases on the psychological traits of the person and depend on his motivation. The last is a trigger in the decision-making process of particular product`s purchasing. That is why one of the main approaches in describing consumer behavior is psychoanalytic theory. In contrast to the rational theory of knowledge, psychoanalysis leaves room for the irrational decisions and momentary impulses that "It" provokes. Just remind sacral consumption — the belief that not only goods are acquired, but also a certain lifestyle, hopes for improving one's own life and etc. In general, consumption is influenced by a number of factors, among which F. Kotler mentions: cultural factors, social, personal and psychological factors. The article describes the factors of internal and external influence on the behavior of consumers, the possibilities of their influence to direct the psychological factors of behavior in marketing activities and the main psychological aspects of consumer behavior and factors that determine the choice of a particular type of consumer behavior. The main groups of factors that influence the formation and implementation of consumer behavior are analyzed, special attention is paid to socio-psychological factors: social class (eight groups: the top of society, conservatives; dominant traditionalists; traditionally working class; dominant "new"; trendsetters; avant-garde; social "dependers"; poors), reference group, communication, social norms and values, personal lifestyle. There are examples of successful and unsuccessful marketing decisions of companies that, accordingly, account or ignored the needs of their consumers in the article. By the way, for Ukrainians, the main criteria for choosing a product are: price, brand and packaging, since the psyche of the consumer is not always aimed specifically at the product and, if products are more or less uniformity, the consumer will choose one, focusing not only on the specific differences of the goods, but also on their appearance.

Our research is devoted to analysis of neototalitarianism. We base our study on the new non-classic culturological methodology. When we say about "new totalitarianism" we mean radicalization of postmodern society through wars and ideologies. Classic totalitarianism is a phenomenon that is sufficiently studied in classical humanities. The main features of totalitarianism are already defined. These are: cult leader and one-party political system. These features are not inherent in the new totalitarianism. Researchers difficult to diagnose it because of its diffuse nature. The new totalitarianism investigates specific to global culture and processes of informatization. We interpret it as cultural sense that formed the collective unconscious. We refer discourse Real, which is protected under the Symbolic - a system of ideological narratives. We need a new methodology to study the new totalitarianism. This methodology must be differed from classical social philosophy and psychology. This methodology can provide Cultural science. We mean: cultural studies (Birmingham and the Montreal school), structural and cultural psychoanalysis of the pathography of movie by J. Lacan and S. Zizek, post-structuralism, media theory and post-industrial society, known as the "alter-globalization", "glokalizm" "antiglobalization". These concepts help to show: a new totalitarian mentality formed in a conflict of cultures as virtual manipulation strategy.The aim of our study is the semantic diagnosing of classical and non-classical philosophical symptoms of a new totalitarianism (neototalitarianism) in interdisciplinary cultural discourse, which includes non-classical ideas of psychoanalysis and social philosophy. Implementation objective defines the following research objectives: to identify the classic signs of a new totalitarianism, which brings him to the totalitarian tendencies of past eras based on previous cultural reflection of the totalitarian regimes of the twentieth century; to identify and disclose non-classical features of the neototalitarianism through our own experience based on postmodern culture; to demonstrate, how the semantic identifying aspects of classical and non-classical features of neo-totalitarian ideology do in the radical rightwing version of the new totalitarianism (nationalist, chauvinist, Nazi).Based on the synthesis of these concepts, we have solved the traditional and new ideological lines of new totalitarianism as an expression of the desire for domination. Traditional characteristics: integrity, binary, xenophobia, Quasi-religiosity, humor negation / knowledge and paternalism. The newest features: fetishization of power as spectacle within the absolute transparency of private life (Synoptykon); terrorism virtual global village, and self-censorship "internal topics"; ideological kitsch and elitist populism. A clear manifestation of right radical nationalism is based on the romantic concept of gestalt. Inherent to it reduction identities, homogenization and isolationism contrary semiosfery global society. ; В статье на основе методологии структурного психоанализа и постструктурализма осуществляется философско-семантический анализ феномена неототалитаризма как мировоззренческой установки на негацию Другого (доминирующую идентичность). Диагностирование посттоталитарности предусматривает дифференциацию ее классических и неклассических рис. Классические принципы нового тоталитаризма проявляются через аналитическую психологию, они являются производными от культурных архетипов и опираются на опыт первой (этнический национализм) и второй (империализм) волн: целостность как архетип оргии, бинарность как архетип "Мы-Они", ксенофобия как архетип Чужого, квазирелигиозность как архетип Золотого века, паттернализм как архетип Отца / Матери / власти / государства, романтическая концепция культуры как гештальта. Неклассические черты неототалитаризма проявляются через структурный психоанализ языковых практик ("расшивка") и методики деконструкций, которые формируются в третьей волне на основе информатизации и предусматривают использование постмодернистских механизмов "текучей современности" (глобальное село, виртуальный терроризм, самоцензура, идеологический китч, популистский элитаризм, Синоптикон как общество горизонтального кибер-контроля). ; У статті на основі методології структурного психоаналізу та постструктуралізму здійснюється філософсько-семантичний аналіз феномену неототалітаризму як світоглядної установки на негацію Іншого (домінуючу ідентичність). Діагностування посттоталітарності передбачає диференціацію її класичних та некласичних рис. Класичні принципи нового тоталітаризму виявляються через аналітичну психологію, вони є похідними від культурних архетипів та спираються на досвід першої (етнічний націоналізм) та другої (імперіалізм) хвиль: цілісність як архетип оргії, бінарність як архетип "Ми-Вони", ксенофобія як архетип Чужого, квазірелігійність як архетип Золотого віку, патерналізм як архетип Батька/Матері/влади/держави, романтична концепція культури як гештальту. Некласичні риси неототалітаризму виявляються через структурний психоаналіз мовних практик ("розшивання") і методики деконструкцій, формуються в третій хвилі на основі інформатизації і передбачають використання постмодерних механізмів "рідинної сучасності" (глобальне село, віртуальний тероризм, самоцензура, ідеологічний кітч, популістський елітаризм, Синоптикон як суспільство горизонтального кібер-контролю).

The Problem setting. Social and political processes, economic and state-building transformations in our country, and the military and political situation around Ukraine,led to the return o f the theme o f heroism to scientific discourse, rethinking the use o f heroic potential in shaping patriotic consciousness o f citizens, national identity o f Ukrainians. The problem o f heroism is connected with the evaluation o f the activity not only o f individual historical personalities or even whole generations o f the people, but also with its fixation in the cultural memory o f mankind. The phenomenon o f the heroic is in the range o f research interests o f many social sciences and in the focus o f attention o f educational institutions. The moral significance o f the heroic is important, because this concept has a significant educational potential, contributes to the formation o f humane, noble goals, active citizenship and patriotism Recent research and publications analysis. The essence o f the category o f the heroic was explored by J. Bruno, J. Vico, G. V. Hegel, T. Carlyle, D. Campbell, F. Nietzsche, K. Jung and others. The formation o f the phenomenon o f heroism is outlined in the works o f G. Skovoroda, P. Yurkevich, T. Shevchenko, I. Franko, L. Ukrainka, M. Hrushevsky, D. Dontsov, V. Lypynsky, G. Vashchenko, V. Sukhomlynsky, S. Krymsky, V. Baranivsky, O. Khmilyar.In the Western philosophical thought o f the XX century the understanding o f the heroic can be divided into four areas. The first direction continues to develop the concept o f T. Carlyle (understanding the hero as a «superman»), the second considers the hero as a social myth and tool o f psychoanalysis, for the third direction the hero is a phenomenon o f social consciousness, a regulator o f social life. The fourth is the concept o f degeneration, the representatives o f which reject the existence possibility o f the heroic in a postmodern society. Paper objective. The one o f the most important phenomena in a range o f scientific interests o f ...