Ethics at university: temptations and prospects of «The user format »

The article considers the changing paradigms of the university ethics based on the new social challenges and related not only to the changes in educational forms and technologies, but also the dominant type of cognitive activity. The changes in the content of ethical knowledge are analyzed through the dichotomy of “theoretical/ practical”, “descriptive/conceptual”, “research/user”. The article discusses the value of ethical knowledge of “the user format” for the formation of an ethically competent person