Antimenko Oleg О.

The last decade of the twentieth century and the first decades of the XXI century in foreign, and under its influence in many ways in the domestic scientific discourse, were marked by the "end" of history, modernity, as well as related ideologies. It was proclaimed that the global ideologies of the right-left-centrist type that arose in a certain historical epoch, from Marxism to liberalism, had lost their significance and their ability to mobilize the masses. Their place in the postmodern, post-ideological reality has been taken by separate "molecular" ideologies of "identity politics" and "action politics". However, the events of the last two decades (and especially the special military operation) have clearly demonstrated the importance and significance of ideology as a factor that has a significant impact on the formation, functioning, stability or destabilization of social systems. At the same time, modern Western societies, which have put "identity movements" and "action movements" at the forefront of socio-political life, have faced an avalanche of problems and, first of all, a sharp increase in the number of radical ideological groups and movements and related violent actions, increasingly professional, sophisticated and cruel. The article attempts to identify possible promising approaches to the study of the causes and underlying mechanisms of this phenomenon, and also points out that the rejection of the state as a mandatory ideology does not necessarily mean the rejection of ideology as a system of ideas based on fundamental basic values, with the help of which long-term political goals can be established, explained and justified goals and means to achieve them both on the internal and external track.

Over the past decades, it has become almost a commonplace to talk about the final "end of ideology" as an objectively accomplished fact that is obvious and does not require justification. Meanwhile, real practice shows the opposite: according to most key indicators, including the rates of economic growth and development, the countries that have (China) or until recently had (the USA, the EU) a consistent ideological program are leading. In the conditions of the deepening crisis of liberal ideology, non-critically perceived by Russian society, the search for its own ideological foundations becomes a matter not as much as of the theoretical necessity than of the real practical survival and preservation of Russia as a single state and social organism.

The article deals with the image analysis as one of the instruments for monitoring and managing the social behaviour of people in the modern consumer society. Under the conditions when the utilitarian role of goods has largely fallen by the wayside, the symbolic status reality appeared for the first time, whose material signs are goods. The image without losing its full instrumental function in some particular cases usually acquires a new role commonly recognized and legalized from the position of the internal coercing apparatus in order to ensure the intersubjective organization of internal experience within the stable and predictable functioning and reproduction of the system. On the one hand, the traditional external coercing apparatus in its repressive and supervisory function is applied to the antisocial behaviour, its experiencers are oriented to the symbols outside the system requiring reproduction. Secondly, its effect also extends to those social strata that for one reason or another have dropped out of the "race for consumer status". But even in this latter case, it also tends to reduce the direct impact in favour of autonomous self-control.