ЛЮДИНА-ПУБЛІЧНА ЯК МОНАДА ФОРМУВАННЯ ІНФОРМАЦІЙНО- МАСОВОГО СУСПІЛЬСТВА

The purpose of the article is a social and anthropological conceptualization of the nature of the phenomenon of public–person through the universal characteristics of the mass media of the modern information society. The methodology of the research is based on the generalization of theoretical studies of social anthropological philosophy in the field of public communications. Scientific novelty is in the allocation of a separate direction for the study of the phenomenon of public–person through the correlation with other philosophical concepts (publicity, mass society, public discourse) in a framework of social and anthropological concepts. Conclusion: a public– person as a communicative phenomenon of the modern information space creates separate forms of peculiar mass cult of personality – excessive self– expression, self–immolation, self–promotion. At the same time, the public– person is doomed to the immeasurable manifestation of its own individuality in the current conditions of «plurality». The mass society no longer aspires to colonize the private, but instead, it is private – in the human–self – applies to the public mass space, which is increasingly liberated from social functions by shifting them to the individual activity. Such behavior should be viewed as the will to search a personal identity, as self–expression or as a will to satisfy his or her own «ego», representation of «myself» as a product on the «market of personalities». [ABSTRACT FROM AUTHOR]