МОДЕЛЮВАННЯ ПОВЕДІНКИ ОСОБИСТОСТІ В СУЧАСНИХ СОЦІОКУЛЬТУРНИХ КОНТЕКСТАХ: МЕТОДОЛОГІЧНІ ЗАСАДИ ТА ПЕРСПЕКТИВИ

In the article methodological bases and prospects of behaviour modelling of the person in modern social and cultural contexts are considered. The accent becomes on the moment of conformity of processes of socialization and an individualization of the person to modern conditions of development of a society. It is proved that the new context of functioning of social system forms two tendencies in vital space of development of the person – its enslavement by society and initiation by its structures of all-round disclosing of creative potential of each member of a society. It is offered to perform the further researches concerning possible variants of behaviour of the person in a circulation context to substantive provisions of the theory of a rational choice which interprets it as accepting by the subject of the decision in different social situations of a choice.