Cherniienko O. Visualization of the subject’s identity in the social space of the information society (social-philosophical analysis)

The object is the identity of the social subject. The purpose is a conceptualization of the phenomenon of the visualization of the subject's identity in the social space of the information society. The methods are dialectical, phenomenological, unity of historical and logical, modeling, semiotic, hermeneutic, linguocognitive analysis; structural-functional, activity, social-typological, existential, systemic, synergetic approaches; comparative-critical analysis. The conceptualization of the phenomenon of visualization of the subject’s identity in the social space of the information society, which consists in the constellation of paradigm-forming notions: «social subject», «social space», «identity», «identification», «visualization», «visuality», «vision», «discourse», «taste», «fashion», «style», «information» is implemented. The specificity of the philosophical reflection of the phenomenon of visualization of the social subject’s identity research, suggesting the heuristic of «double research» is revealed: 1) scientific comprehension of the identity in the form of a notion that is strictly determined in subject-predicate way; 2) philosophical comprehension of the identity in the form of a concept that is metaphorically experienced by guessing, recognizing the meanings of subjectness («I» for «others») and subjectivity («I» for «myself»). It is justified that the visual vision of the social categorization is constituted by a dialectical interaction of fashion and style that is realized through the intermediate link – taste. The definition of the notions «visuality» and «visualization» in the context of research of the subject’s identity is specified. The method of discourse analysis as a universal tool for studying the visualization of the subject’s identity is highlighted. It is concluded that the modern day requires an individual to construct his poetry (visual metaphor of identity) based on the future, not the past; this means shifting the focus of social and philosophical research from the subject's identity to his identification as an activity that is always open to the future. Sphere is the educational process and scientific researches.