The article researches modern informational society peculiarities which determined crucial transformation of personality and social consciousness. Immediate access to globalized information and overwhelming role of massmedia, including Internet, had influenced selfidentification of personality and refusal from the stable objective system of social symbols, that caused the disappearance of common values as the core of personality. In such conditions it is urgent to sustain the ecology of subject, based on holistic approach and humanistic dimension of society.
In modern world there is a new level of development of society based on theoretical skills, a broad access to information technology and to the information itself. Changes caused by the emergence of an information society, cover all areas of its life and functioning, promoting the convergence of different forms of social activity that entails the emergence of new sociocultural situation, which influences new trends in the development of modern civilization in general, and personality, particularly.
In the 90s years of the twentieth century, many scientists have concluded that the integration of information and communication technology was so important that society acquires new qualitative features. Dissemination of national, international and truly global scale of the exchange of information among banks, corporations, governments, universities, community organizations, and within these structures revealed a general trend toward the creation of a technological infrastructure that provides immediate computer communications at any time in any place. Computer communications such as email, various programs for video calls and messaging like Skype, the opportunities that the Internet has provided for the development of education and economy, all these technological achievements were summarized in the concept «of super information highways» that provide future success for those who use them, and at the same time entail a decline of those who remained on the sidelines.
The attention of scientists, primarily philosophers, also aims to study changes in the culture due to the advent of the «information age», namely, the fact that information has become a pervasive component of social group and interpersonal relations that shape public ideology and public opinion. This process began earlier, with the implementation of such mass media as radio and then TV, which greatly increased the scale of the audience and at the same time focused impact on it. Mediautilization of society resulted in changes in the formation of social consciousness, when the information environment constitutes the preferences of individuals, from the political ones to the preferences in fashion. In this process the role of symbols through which people identify themselves in a certain social group and are guided in the process of interpersonal communication is obviously important.
The role of symbols in the stream of mass communication of information becomes so great that symbolism pervades all levels of the relationship, but also entails the loss of individuals of the deep intimate and personal foundations of communication. This social phenomenon drew the attention of Postmodernism philosophy representatives, particularly, Jean Baudrillard, who formulated a wellknown idea that in modern times «is getting more and more information and less and less meaning» 4, p. 95. On the one hand, the symbols which surround human characters are so diverse and often contradictory that they lost their ontological sense of constituting social reality, on the other hand, individuals themselves, being independent and creative no longer build social relationships, focusing solely on external characters (such as in the Middle ages, when clothes and manners of communication played a significant role in determining the structure of social communication). In the result of these processes, the social consciousness loses an understanding that symbols represent a certain social reality. The characters become, according to the terminology of Baudrillard, simulacra, that is, they do not reflect any real information, and present only themselves. In this sense, they belong to the «hyperreality».
Information and symbolical flows led to the disappearance of values common to all individuals of society, who would share the understanding of their meaning and significance. Instead, individuals, on the one hand, are separated from each other by their personal understanding what is significant, valuable and important, and on the other hand, since this understanding is not based on any solid reason, people are extremely malleable to perception and assimilation of any information obtained through media.
The importance and meaning of what is happening in modern social and psychological transformations is unprecedented in its complexity and scale, and therefore have no parallel with all the preceding sociocultural changes. Today we are talking not only about the formation of a new phase of sociocultural development, but also about the extent to which it is manifested the change of qualitative parameters of the personality in the modern world. A famous Russian scientist and philosopher N. N. Moiseev insisted that in the near future we expect a «restructuring of the process of anthropogenesis, and, in particular, restructuring of the civilization content, its objectives, relationship with nature, and between people»/
Indeed, in modern conditions the mechanisms arose that threaten to change human culture, its landmarks and the main goal, which had to be development of man as the subject, as a unique creative person, inseparable from moral values freedom, dignity, responsibility.
Therefore, at present it is urgent to sustain the search for such schools and approaches of thought, which can overcome extreme relativism and objectinformation paradigm of modern society transformation , and formulate the values according to which it could be restored and preserved the regulatory status of man and mankind. Only in the context of such concepts, which are based on humanistic, meaningful information, implemented to society according to the holistic philosophical approach as a syncretic spiritualmaterial unity, it could be found the possibility of human adaptation to the modern information reality. It means we need the ecological approach in the scales of which it is possible to establish the new vision of the modern world characterized by the new humanistic dimension of the modern society, and thus human creativity.