ON THE QUESTION OF HYBRID IDENTITY IN MODERN RUSSIA

Objective of the study: conceptualization ideas about hybrid identity. Research objectives: to consider concept “hybrid identity”; identify positive and negative sides identity; forms identity that exist on a global scale in Russian society. Methodological basis study. Within framework this study, such methods as categorization were applied. Also value for research are used cross-cultural sociology, psychology cultural studies. These make it possible or subcultural boundaries existing communities, describe their structural components. The study also uses method comparative analysis, which allows comparing different social contexts identifying common trends formation results. author article addresses from point view mixing traditions, beliefs, customs, languages, is reflected practices population. reasons hybridization migration, globalization, intercultural communication other processes contribute exchange. Studies show modern people often determined not only by national, ethnic religious affiliation, but many factors, cultural, social, political, etc. Prospects associated with number economic factors. Firstly, society faces challenges related multiculturalism, globalization transnationalism. can help better understand adaptation socialization new environments, well preservation heritage. Secondly, development competence fight against xenophobia racism. This be useful creating more tolerant democratic Thirdly, tourism, national economy diversity. Fourth, lead scientific discoveries, identification adaptation, influence factors personality, strategies communication. Thus, prospects various benefit culture.