Introduction. In the history of philosophy we find a lot of philosophical practices that can be implemented in the university environment for students and outside the university for a wide audience. The Philosophical Walk is one of such practices. During a walk philosophy can become truly humane, turn to a person, his world, and everyday life. The purpose of the study is to comprehend the potential of a philosophical walk as a way of philosophical practice, a format of a modern (...) person’s self-knowledge and the implementation of self-care, available to a wide range of people without special philosophical education.Methods The research is based on the comparative historical method, the method of interpreting the texts of philosophical primary sources and the systematic approach. The study presents and analyzes an experiment in the context of which residents of a large city go on a philosophical walk in order to take care of themselves. Scientific novelty of the research. In theoretical terms, philosophical walk is conceptualized. In practical terms, the analysis of the effectiveness of a philosophical walk as a way of a large city resident’s self-care is carried out. Results. A philosophical walk is a form of group philosophical practice, in the context of which the participants become guided (literally and figuratively,) by the facilitator. In the summer of 2020, the authors of the article organized a series of walks, each of which was attended by 8 to 12 people who had not have direct contact with philosophy in their everyday life, in the educational and professional spheres. In September 2020, the participants of the walks were offered a questionnaire consisting of closed and open questions. According to the respondents’ answers, a general picture of the effectiveness of a philosophical walk as a form of self-care for a modern metropolis resident was drawn. Conclusions. We understand the philosophical walk as a kind of “place”, a space of calm and harmony for a person of the XXI century. A resident of a big city lives in constant noise. The events of 2020 have increased the noise and accompanying stress. A philosophical walk, in turn, within the boundaries of the same city creates an atmosphere for a person to meet with himself. With the help of an external plan (forest environment, clean air, sounds of nature) and a philosophical plan (concentration over the text, dialogue with a philosopher and a group), the meeting participant can formulate the life-meaning questions that concern him and start looking for answers. (shrink)

Introduction. Digital transformation transforms all spheres of society. Digital technologies are gradually changing the interaction between producers and consumers, creating new forms of communication. The priorities of individual consumption have become of greater importance for public relations. Consumption is being individualized as the consumption of meanings, and not just the functions of things and services. Prosumers are being emerged, joint and responsible consumer practices — sharing, recycling, etc. are being spread. In the context of digitalization, the need for a person (...) to create a “demand for himself” in order to be recognized / to be let into social relations (work, family, friendship, hobbies, etc.) is actualized. A brand as a sociocultural phenomenon and its functions are undergoing significant changes under the influence of digitalization. The purpose of the study is to identify and characterize the social functions of the brand in a situation of total digitalization. Methods. The author uses general scientific methods — analysis, comparison, generalization, classification. Classification of the brand function is carried out on the basis of structural and functional analysis and a systematic approach. Scientific novelty of the study. The article presents the specifics of functioning of the brand as a sociocultural phenomenon of the consumer society in the context of digitalization. The author identifies and characterizes social functions of the brand in the digital space. Results. Consumption in the digital space is characterized by the growing importance of not only the manufacturer’s activity, but also the cultural-creative practices of consumers that set trends in the digital and material market, determine and create Web 2.0 Internet content. Brands, due to their symbolic nature, have actualized their functions in the digital environment. Conclusion. Brand research from the standpoint of social, humanitarian and philosophical sciences can reveal its humanistic potential for developing man and society in the digital age. The social functions of the brand in the digital space contribute to the self-development of a person and the evolution of social relations due to the focus on individuality and creativity. (shrink)