摘要：The article examines the problem of identity realization in the modern information society. The authors analyze the concept of identity in comparison with the concept of self, reveal the features of the manifestation and deformation of identity, and explore ways to generate multiple identities. The study of the concept of identity is based on the worldview principles inherent in different epochs. An attempt is made to give a complete (holographic) picture of identity, and the question is raised about the criteria for distinguishing genuine identity from non-genuine (pseudo-identity). The relationship between the concepts of "I" and self is studied, identification is presented as a process of predication of "I". In the structure of identity, such features as constancy and variability are distinguished. On this basis, the classical and non-classical identities are distinguished and their characteristics are given. It is shown that the breakup of these components into independent parts results in the complete loss of the object's identity, which leads to its disintegration and death. It is shown that in the conditions of fluid reality, identity turns from a stabilizing factor into a situational one, which encourages the subject to constantly choose an identity. The conditions of transformation of identification into a diffuse process that loses the strict unambiguous binding of the subject to something fixed and defined are considered. Due to this, the identity of the subject is "smeared" all over the world. As a result of this process, the subject loses the need to identify itself with anything: it "collapses" into itself. As a result, there is a contradiction of identification: the multiplicity of identities gives the subject a huge choice between them, at the same time due to the diffusion of identity (its smearing around the world) the selection procedure itself loses its meaning. But if the identity is lost, there are problems with the self, so it turns out to be the end of the existence of the person himself. Therefore, in all the transformations of identities in the modern world, it is important that it is preserved.
