About surrogate forms of identification subjects of mass culture

In post-industrial society information technologies and virtual communications that involves transformation of both sociocultural reality, and her subjects are widely adopted. Therefore special attention the analysis of personal measurement of subjects of mass culture, as from weight, and elite, and also the analysis of self-identification of these subjects in the conditions of globalization processes of the XX-XXI centuries deserves, their interference at the conscious and unconscious level. In article the sociocultural circumstances which created mass culture of the XX century and her subjects are analysed. Adaptable mechanisms of the mass culture involving education and creative activity in the orbit are shown. Substitute forms of self-identification of the subject of mass culture as creative identity are considered.