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As the advanced age has come, the level of vital activity decreases, self-perception changes and self-esteem becomes lower. People of such age often feel that their life has no sense. They are also depressed by the financial difficulties. However, social problems are of utmost importance at the advanced age, since social relations are changing greatly after the retirement. Typical problems of the elderly and their influence on them: – social circle is usually greatly reduced after retirement. People of the advanced age suffer from loneliness, they often have no one to chat with, to share their feelings and thoughts. They want to feel somebody's concern, but do not get it; – retired persons are often faced with disrespect, brutal and disdainful treatment. Many younger people often negatively treat the elderly, considering them a burden for themselves and for the society; – with the death of their friends and age mates, pensioners receive a great blow. Their social circle becomes even more limited, leaving a strong sense that life has come to an end. These social problems of the elderly have a great influence on their emotional state and well-being. Change of the regular way of life is a critical moment in the life of an elderly person. Unpredictable situations, new people, unusual circumstances, obscurity of social status – these life circumstances force a person not only to adapt to the surrounding environment, but also to react to changes within himself. The elderly people are faced with a question of estimating themselves, their opportunities under new conditions. The process of personal adjustment is very painful and difficult. It is known that at the advanced age the defective memory and loss of alertness, decrease of ability to be aware of a new situation, anxious mood and emotional lability are observed. One of the main features of the elderly is the psychological vulnerability and the growing inability to deal with various stress. Therefore, people of the advanced age are characterized by their special sensitivity to getting the attention, moral and psychological support. The best way to help the elderly person is to provide him with constant support and a circle of communication, teach him something new and interesting. It is an important part of social work with the elderly. The research on the personal, cognitive and cultural potential of the older generation proves that under certain circumstances their ability to study even rises

COMMUNICATIONAL BASICS AND FEATURES OF ASSERTIVE BEHAVIOR OF THE THIRD-AGE PEOPLE