Abstract

Addressing the topic of the phenomenon of libertarian paternalism is substantiated by modern problems in the field of settling power relations with society and the individual in a crisis society. In the XXI century, civilized humanity has moved to develop the latest principles of anthropological development. We mean the newest directions of personality development in the system of self-organization as the foundation of building a civil legal social society, in which the problem of free choice of personality in social action becomes crucial. Paternalism of a totalitarian nature has «come into circulation», and modern global society – information and knowledge, encourages the social sciences to find «soft means of control and management of these processes. In the early 2000s, the creators of libertarian paternalism, C. Sunstein and R. Thaler, developed the «push» theory. Its essence is to develop a methodology for proper economic behavior of the individual in the direction of optimal volitional choice. The state and private structures, on the basis of these developments, help individuals to orient themselves in the same organized direction, which harms harm to themselves as consumers of social goods, and encourages others to do the same. This is paternalism, which varies in various forms –from «hard» to «soft». Our study aims to show the socio-philosophical aspects, which fully reveal the essence of this socio-social phenomenon. This is the eternal concept of philosophy –«freedom», «will», which in our direction relies on the modern socio-economic context. For Ukraine, this is a matter of transformation of values, economic interests, in terms of joining the world community. This is the question of educating the individual of a new civilization, in which its self-organization is crucial. Ukrainian philosophy has significant experience in the field of socio-anthropology, socio-ethics, bio-ethics, starting from the school of VI Shikaruka and her followers. Now this experience is developing in the stream of meta-anthropology, methodological principles of individual life in a crisis society (V.P. Andrushchenko, N.V. Khamitov, S.A. Krylova, V.G. Kremen, S.I. Pirozhkov and leading experts, humanities). However, science must be critical of this concept, in order to further study it and understand the possibilities of its implementation in management practice.