Personalised individualism: the image of individual in social and cultural space of postmodern

The article is devoted to the analysis of socio-cultural space of modern society and individualism as the characteristic feature of the western individual. Aggressive environment of postmodern as a “consumer society" produces the conditions under which the factors, previously limiting for the individualism, such as culture, social norms, moral and value regulatives and so on, lose their limiting functions, and become a product of a market, that encourage the personification of an individual, as well as the deformation of his worldview priorities in accordance with the laws of the market. The article considers various points of view on individualism and the complex of reasons that determines the growth of individualism in postmodern society.