Particular Characteristics of Body Identification Practices in Social Networks: National Observation

The purpose of the work is to determine peculiarities body identification practices in social networks based on national experience. research methodology application axiological, comparative analysis, hermeneutic interpretation, and structural functional methods. stated methodological instruments allow identifying influence consumption culture nature specifics representation networks. scientific novelty lies theoretical firstly, morphosis networks, secondly, deviations context contraposition Me/Other, thirdly, up-to-date trends construction acceptance own not depending any characteristics, peculiarities, beauty canons propagated by pop culture. Conclusions. dynamics changes are related globalization processes, constant acceleration “pop pulse”, commercialization values, society's escape a virtual world. broadcasting influenced consumption, stereotypes, images, standards popularized mass media. alternative way refusal from focus inner world personality.
 Key words: media, practices, consumption.