STRUGGLE OF TWO CULTURES AS A FACTOR AFFECTING SOCIAL CHANGES

The article presents the issue of transformations taking place in modern society and their further interpretation in terms of orientation and content. There is also a critical evaluation of the theory of “normal anomie” claiming permanence of various forms undermining traditional family relations, international politics, as well as the use of “post-truth” in the media or the Internet. It is proved that the contradictions typical for dynamically changing society are caused by the intensified struggle of two cultures: the culture of egoism and the culture of cooperation. The culture of egoism is aimed at strengthening the natural forms of its manifestation through the extension of orientations and attitudes towards the realization by individuals of their own interests in any way. The new forms of hidden deceit, lies, slander, blackmail, bribery, psychological pressure are being developed and combined with various restrictions as well as physical coercion to prevail over other individuals. The culture of cooperation affirms the values of joint work, respect for people, mutual support, psychological and financial support for those who need assistance. There is a need to achieve a common vision, to subordinate private interest to the public interest. There is a sense of duty and responsibility for the quality of work being performed. It is presented that the latest developments in the tech industry are used to dominate not only individuals, but also countries. The Internet is actively used to propagate "post-truth", to obtain economic benefits or political advantages to those who create and broadcast it. Virtual life does not require hard work, conscience, honesty, integrity, compassion, constant mental and physical efforts necessary for the realization of public interests. Automating household chores reduce the amount of joint family activities. Children do not develop empathy to demonstrate compassion and care for their loved ones. There is a contradiction between the increasing demands for such qualities as professionalism, sense of duty, responsibility in adulthood and the ability to develop them for those who have not had the practice of implementing joint activities in childhood. There is an issue facing individual workers to form a common vision with those who perform part of the common cause in another place, what ensure the realization of the common interests of a particular community. The egoism of influential people is multiplied in the economic and political spheres to power over other individuals. The article reveals the mechanism of constant stupidity of some politicians, economists, military personnel, representatives of the media who are actively involved in the establishment of a culture of egoism. The article also considers basic conditions for the development of a culture of cooperation in the modern world based on scientific collaboration, technological partnership, poverty reduction in different countries, solving common environmental problems as well as ending the arms race.