Self-realization vs success: new forms of social strain in the reflexive modern society and their impact on the normative consciousness of youth

The article examines the processes of transformation of social strain in the context of the idea of “reflexive modernity”. It is argued that in the modern global-local cultural space the “success” motive gives way to the “self-realization” motive as the dominant activator of individual strategies of social behavior. This nonlinearly modifies the strain patterns described by R. Merton in relation to the social structure of classical modern. It is shown that the idea of “self-realization”, organically connected with the phenomenon of reflexivity, is supported by the formed Internet industry of life coaching and popular psychology. The correlation of these ideas with the empirical realities of modern Russian society is based on extensive sociological research focused on the structures of the lifeworld, the target values of young people and strategies for achieving them, sources of authority and leaders. It is shown that the respondents' responses show an ongoing “egocentric turn” in their minds, associated with a change in the system of values and goals and transforming individual strategies for coping with social strain.