Abstract

Analyses the causes and consequences of the crisis of personal identity in the modern era. Determined the historical role of narrative discourse in shaping identity and features of narrative strategies of identity in the modern day. Considered the specificity of the construction of narrative identity influenced by mainstream of mass culture. The narrative - it’s not real life, and his language construct that is essential, on the one hand, the impact of communication on the other - for self-awareness. Life Story brings us to an understanding of the dual nature of identity: a man always remains itself, and yet is constantly changing, enriching new experience. In the history of culture can define the following forms of narrative identity, as a diary, memoirs, self-portrait. In this day of mass culture identification strategy implemented new forms. Modern versions of the diary is a blog - entries are added regularly and include text, photos or other images. By means of constructing identities in the blogosphere serve as your nickname, avatar, signature. Unlike traditional Blogs is a public «confession» provides third-party readers who can comment on entries, engage in debate with the author. Blogosphere - one of the areas of most intense manifestation principle in personal networks, which are born alive, constantly updated, dynamic personal story. Constructing personal identities in the blogosphere rightly be regarded as an implementation strategy of self-creation, because the blogger appears to others as the author of a literary text, showing his talent as an artist, designer and musician. He is actively and creatively constructs a «self» in dialogue with the world. This identification process is described as identity management, sustainable building its image. Note, however, that social networks provide not only a space for creative identity. For media person they are playing field where people can construct any image, even those who had nothing to do with her J. Proved the hopelessness of the passive reproduction of duplicated mass culture of images and the need for an active and responsible creation of the own I.