Theories and concepts of emotions in modern social and humanitarian knowledge

When describing the modern process of replacing rational with irrational, researchers are faced with changes in many areas of life. Due to the affective turn that took place at the end of the XX century, the emotional dimension is of particular importance in popular culture, social practices and scientific discoveries in the humanities; the changes even concern epistemology, which deducesarticle discusses the main theories and concepts of studying the phenomenon of emotions. The analysis of the concept of replacing the “fate mode” with the “choice mode”, put forward by P. Ya. Aronson), as well as the reasons why classical sociological theory was powerless before the “Society of Experiences” by G. Schulze. The process of turning emotions into a tool of influence and management at the level of state institutions and corporations, as well as their potentially useful use when working with public history in the new museology, is considered. Special attention is paid to the sphere of personal life, which, as the article shows, has always been set by socio-cultural practices, but in the XXI century it turned out to be defenseless before the logic of market relations.