Basic principles and features of the postmodern person image

The author analyzes basic postmodern guidelines in the practice of forming a person's image, which are caused by the spread of simulation, the influence of the game principle on many spheres of social life, manipulation of public consciousness, ironic attitude to the serious, virtualization. The author considers the situation of priority of postmodern principles in the space of personal self-presentation, identification through image. The manipulative mechanism is investigated in the context of image practices, where a person should be produced, consumed, and profitable. The author analyzes the main guidelines of modern image making as a practice that generates social and humanitarian risks caused by the destruction of traditional norms and simulated freedom of choice.