The power of rationalization and its influence on the identity of a modern person

The article analyses the impact of the "technical" rationality on the identity of a modern person. The author discusses the priority of principles of standardization, economic benefits, technical efficiency in the space of individual culture as a reason of the identity crisis. The paper considers the manipulative mechanism of the rational identity development in the context of image practices, where a human being as a person must be produced, consumed and cost-effective.