CULTURAL DOMINANTS IN THE DEFINITIONMORAL AUTHORITIES OF SOCIETY

Abstract

In today's context of deconstruction of the world's value system, powerful disinformation and populism, the presence of moral authorities has enabled Ukrainians not to lose faith in the victory of democracy and freedom and to defend their statehood with arms, to become an example of courage and bravery. The need for Ukraine to define its own civilisational and cultural dimension and cultural dominants is also extremely relevant. The issue of trust is also important, because creating an appropriate environment requires telling the truth regardless of the situation or personal gain and becoming moral authorities.
The purpose of the article is to identify the processes of formation of Ukrainian cultural dominants, to analyse the objective and subjective factors that allow defining the phenomenon of «moral authority» that influences public opinion and actions of society. The research methodology is based on the use of traditional methods of knowledge: historical, genetic, cultural and comparative, as well as the involvement of modern development theories, in particular synergetics and global evolutionism.
The scientific novelty is that for the first time the influence of the value dominants of the culture of a nation on the mental and psychological structure of the individual in its determination of moral authorities has been established. It is proved that the rethinking of universal values in the public consciousness requires the formation of new principles for moral authorities, which are related not only to morality, education, experience and practical wisdom, but also to truthfulness and persuasiveness. Conclusions. It is established that the basis of Ukrainian cultural dominants and political orientations is the European multicultural type. At the same time, the formation of the Ukrainian civilisational identity was also significantly influenced by the frontier as a line of separation of cultures, civilisations, nation-states and the formation of a common
language that contributed to the unity of national interests. It is noted that the value assessment of phenomena is given by morality as part of the mental and psychological structure of the individual, and people who act in accordance with established moral principles, rather than ideological or situational dominants, are called moral authorities. Their words are listened to because they always tell the truth, regardless of the political situation, and also have persuasiveness and influence on people. It is emphasised that a moral leader can be not only a specific individual, but also the entire nation, which, thanks to its heroism in the fight against racism, becomes a moral authority for the whole world.