Main vectors of self-identifi cation in formation of cultural identity

In the context of the analysis of the problem of cultural identity, the phenomenon of human complicity and self-
identifi cation with diff erent facets of culture is indicated. It’s about the occurrence of a sense of sameness with something else,
for example, with nature, historical events, monuments, achievements in various fi elds of culture, i. e. the designation of specifi c
zones of diff usion «Me and not-Me». The noted question is analyzed in the context of the problem of the imaginary at the level
of «extensions» of human identity with the inclusion in its space of any elements of culture. Attention is paid to the nature of
this phenomenon at the level of manifestation of various archetypes, stable ideas and beliefs, rooted deep in the past, but still
driving the imagination of modern man. A review of the main vectors of this kind of complicity is made. Special attention is paid
to the emergence of human sameness with trivial and «undress» facets of culture. The author touches upon a specifi c form of
identity based on the denial and rejection of a certain culture or its elements, expressed in the fact that the identity of a person
depends on the denied cultural reality and can not take place without it. The problem of «humanitarian technologies» used in
the formation of a sense of complicity and sameness with a certain historical and cultural reality, including their examples in
the modern history of Russia, is highlighted.