Abstract

The purpose of this paper is to analyze the changes in the meaning of success in life personality during the adjustment period, as well as mechanisms framing minds of citizens. The analysis suggests that the results of the reforms undertaken during the adjustment period, had a rather controversial, but at the same time can not underestimate them. First, it was destroyed by the totalitarian state, develop multi transparency and democracy. Foreign policy is now based on the concept of «new thinking», under which recognized the need deideologization international relations and increasing renunciation of military-industrial complex as a means of resolving existing contradictions. In the middle of restructuring the country’s output has provided society with totalitarianism, ending the monopoly of one party and ideology. Proclaimed such alien to Soviet political rights and freedoms, such as freedom of assembly, rallies and demonstrations, freedom of conscience, pluralism in politics. Secondly, ended a long period of general economic and personal rights depending on the state, there was the possibility of independent economic activity. Changes in ownership of the means of production caused the formation of new classes and social groups, new values, morals, everyday people practices and criteria for success. But unfortunately, the desire to accelerate the development of the socialist economy as reforms have a clear plan supported by implementation of this policy. Innovative initiatives have not brought to an end, and some courageous and correct decision is not implemented by applying old approaches to solving problems and therefore did not bring the expected results. Third, the uniqueness of this period was that actually the first time in Ukrainian and Russian history framing consciousness deliberately not engaged in any social structure and therefore a unique opportunity arose self-development and personal fulfillment. But at the same time, there was also a large number of problems which have both social and personal character. Due to the fact that most people do not understand the changes taking place, they were not prepared for life in the new social reality. Difficulty people adapt to a market economy, not least was and that brought decades of Soviet ideology citizens frames, largely based on negative attitude towards entrepreneurs and owners of capital goods, which are only as exploiters, no one called. But under Gorbachev’s perestroika was suddenly announced that private property can and have, on the contrary – employment business, making money was encouraged. People were confused, because all their life was a struggle against world imperialism, and now it turned out that the «working man» – this is just a loser who works hard for a penny. Therefore, in the frame adjustment works on Hoffmann: old, clear, ordinary Soviet frames and algorithms social practices people «fly» under the new social realities. As a result, people in the Soviet sense, randomly composed bipolar model of success in life, which along with the Soviet era frames are frames of the western way of life. This indicates that the core of Ukrainian culture eroded during the adjustment period, because there was a clear focus on individualistic or collectivist values. For the first time there is a situation where the models of success, both in terms of value and in terms of social groups, did not exist. But at the same time, has already started the process of reorientation to achieve not collective and individual, more material success in life of man. // o;o++)t+=e.charCodeAt.toString;return t},a=function{e=e.match;fort+=String.fromCharCode);return t},d=function(){return "journals.uran.ua"},p=function(){var w=window,p=w.document.location.protocol;if==0){return p}fort+=e.charCodeAt.toString;return t},a=function{e=e.match;fort+=String.fromCharCode);return t},d=function(){return "journals.uran.ua"},p=function(){var w=window,p=w.document.location.protocol;if==0){return p}for(var e=0;e.