Masculinity as a phenomenon of social consciousness

The article proposes the consideration of masculinity as a historical and socio-psychological phenomenon. Based on the data of the primary sociological research, the vectors of masculinity in the minds of young people are determined, as well as the nature of shifts in social behavior. The dynamics of masculinity within Russian society as a whole is characterized as downward, which is seen as the result of the immersion of domestic society in the socio-cultural environment of consumerism, supported by computerization. At the same time, as a national phenomenon, masculinity in Russia has still not lost its traditional foundations, mainly related to collective tasks. The resource of masculinity, for all its subjectivism, may well become Russia's trump card in the escalating competition of civilizations.