. "1" . "A discourse of the term identity is very unambiguous in social sciences. However, there is a prevailing opinion that identity is a social construct which is characterised by plurality of identification relationships. Identity as a non-variable and stable quality of a man is in question and, on the contrary, it is understood as an ongoing process of constructing, defining and re-defining in the interaction of a man with the outer world. From the perspective of constructivism, the identity can be understood as the art of self-creation performed in concrete conditions of a social-cultural environment. In the era of late modernism the art of self-creation is being more significantly performed in the atmosphere of growing insecurity. Insecurity causes problems when building self-confidence, which complicates the process of creating a human identity. We, as consumers, experience certain insecurity when having to choose from a wide range of consumer goods and services. Uncertainty calls for a demand for the trust. Trust causes reduction of insecurity and supports self-confidence as a presumption of creating identity. In the world of consumerism and consumption significance, there is also a growing significance of trademarks and of sellers as possible sources of trust. These sources become an important part of consumers\u00B4 self-creation and they become a symbol of social recognition. The inability to participate in the consumers\u00B4 world and in the commercial entertainment may cause frustration and humiliation leading to unwanted socially pathological behaviour."@en . . "Communication Today" . "11"^^ . "1"^^ . . . "RIV/26138077:_____/11:#0000218!RIV12-MSM-26138077" . "SK - Slovensk\u00E1 republika" . . "Identity; Social Constructivism; Plurality; Self-Creation; Insecurity; Trust; Recognition"@en . . "Diskurz term\u00EDnu identity je velmi jednozna\u010Dn\u00FD v soci\u00E1ln\u00EDch v\u011Bd\u00E1ch. Zde v\u0161ak p\u0159evl\u00E1d\u00E1 n\u00E1zor, \u017Ee identita je soci\u00E1ln\u00ED konstrukt, kter\u00FD se vyzna\u010Duje pluralitou identifika\u010Dn\u00EDch vztah\u016F. Identita jako non-variabiln\u00ED a stabiln\u00ED kvalita \u010Dlov\u011Bka je v ot\u00E1zce, a naopak, je jako pokra\u010Duj\u00EDc\u00ED proces budov\u00E1n\u00ED, definov\u00E1n\u00ED a znovu definov\u00E1n\u00ED v interakci \u010Dlov\u011Bka s vn\u011Bj\u0161\u00EDm sv\u011Btem. Z hlediska konstruktivismu, m\u016F\u017Eeme identitu ch\u00E1pat jako um\u011Bn\u00ED sebeutv\u00E1\u0159en\u00ED proveden\u00E9ho v konkr\u00E9tn\u00EDch podm\u00EDnk\u00E1ch soci\u00E1ln\u011B-kulturn\u00EDho prost\u0159ed\u00ED. V dob\u011B pozdn\u00ED moderny je um\u011Bn\u00ED sebeutv\u00E1\u0159en\u00ED se v\u00FDrazn\u011Bji prov\u00E1d\u011Bno v atmosf\u00E9\u0159e rostouc\u00ED nejistoty. Nejistota zp\u016Fsobuje probl\u00E9my p\u0159i budov\u00E1n\u00ED sebev\u011Bdom\u00ED, co\u017E komplikuje proces vytv\u00E1\u0159en\u00ED identity \u010Dlov\u011Bka. My, jako spot\u0159ebitel\u00E9, za\u017E\u00EDv\u00E1me ur\u010Ditou nejistotu, kdy\u017E m\u00E1me na v\u00FDb\u011Br z \u0161irok\u00E9 \u0161k\u00E1ly spot\u0159ebn\u00EDho zbo\u017E\u00ED a slu\u017Eeb. Nejistota vyz\u00FDv\u00E1 k popt\u00E1vce po d\u016Fv\u011B\u0159e. D\u016Fv\u011Bra zp\u016Fsobuje sn\u00ED\u017Een\u00ED nejistoty a podporuje sebev\u011Bdom\u00ED jako p\u0159edpoklad vytv\u00E1\u0159en\u00ED identity. Ve sv\u011Bt\u011B konzumu a spot\u0159eby v\u00FDznamu, je tak\u00E9 rostouc\u00ED v\u00FDznam zna\u010Dek a prodejc\u016F jako mo\u017En\u00FDch zdroj\u016F d\u016Fv\u011Bry. Tyto zdroje jsou d\u016Fle\u017Eitou sou\u010D\u00E1st\u00ED pro spot\u0159ebitele, vlastn\u00ED tvorbu a st\u00E1vaj\u00ED se symbolem spole\u010Densk\u00E9ho uzn\u00E1n\u00ED. Neschopnost pod\u00EDlet se na spot\u0159ebitelsk\u00E9m sv\u011Bt\u011B a komer\u010Dn\u00ED z\u00E1bav\u011B m\u016F\u017Ee zp\u016Fsobit zklam\u00E1n\u00ED a pon\u00ED\u017Een\u00ED, co\u017E vede k ne\u017E\u00E1douc\u00EDm soci\u00E1ln\u011B patologick\u00FDm jev\u016Fm."@cs . "RIV/26138077:_____/11:#0000218" . . "Difficulties with Identity - Art of Self-Creation and Problem of Recognition"@en . "1"^^ . . . . . . . "N" . "Pot\u00ED\u017Ee s identitou \u2013 um\u011Bn\u00ED sebetvorby a probl\u00E9m uzn\u00E1n\u00ED" . . "[2EE8AA95410C]" . "Pot\u00ED\u017Ee s identitou \u2013 um\u011Bn\u00ED sebetvorby a probl\u00E9m uzn\u00E1n\u00ED" . . "Pot\u00ED\u017Ee s identitou \u2013 um\u011Bn\u00ED sebetvorby a probl\u00E9m uzn\u00E1n\u00ED"@cs . "Diskurz term\u00EDnu identity je velmi jednozna\u010Dn\u00FD v soci\u00E1ln\u00EDch v\u011Bd\u00E1ch. Zde v\u0161ak p\u0159evl\u00E1d\u00E1 n\u00E1zor, \u017Ee identita je soci\u00E1ln\u00ED konstrukt, kter\u00FD se vyzna\u010Duje pluralitou identifika\u010Dn\u00EDch vztah\u016F. Identita jako non-variabiln\u00ED a stabiln\u00ED kvalita \u010Dlov\u011Bka je v ot\u00E1zce, a naopak, je jako pokra\u010Duj\u00EDc\u00ED proces budov\u00E1n\u00ED, definov\u00E1n\u00ED a znovu definov\u00E1n\u00ED v interakci \u010Dlov\u011Bka s vn\u011Bj\u0161\u00EDm sv\u011Btem. Z hlediska konstruktivismu, m\u016F\u017Eeme identitu ch\u00E1pat jako um\u011Bn\u00ED sebeutv\u00E1\u0159en\u00ED proveden\u00E9ho v konkr\u00E9tn\u00EDch podm\u00EDnk\u00E1ch soci\u00E1ln\u011B-kulturn\u00EDho prost\u0159ed\u00ED. V dob\u011B pozdn\u00ED moderny je um\u011Bn\u00ED sebeutv\u00E1\u0159en\u00ED se v\u00FDrazn\u011Bji prov\u00E1d\u011Bno v atmosf\u00E9\u0159e rostouc\u00ED nejistoty. Nejistota zp\u016Fsobuje probl\u00E9my p\u0159i budov\u00E1n\u00ED sebev\u011Bdom\u00ED, co\u017E komplikuje proces vytv\u00E1\u0159en\u00ED identity \u010Dlov\u011Bka. My, jako spot\u0159ebitel\u00E9, za\u017E\u00EDv\u00E1me ur\u010Ditou nejistotu, kdy\u017E m\u00E1me na v\u00FDb\u011Br z \u0161irok\u00E9 \u0161k\u00E1ly spot\u0159ebn\u00EDho zbo\u017E\u00ED a slu\u017Eeb. Nejistota vyz\u00FDv\u00E1 k popt\u00E1vce po d\u016Fv\u011B\u0159e. D\u016Fv\u011Bra zp\u016Fsobuje sn\u00ED\u017Een\u00ED nejistoty a podporuje sebev\u011Bdom\u00ED jako p\u0159edpoklad vytv\u00E1\u0159en\u00ED identity. Ve sv\u011Bt\u011B konzumu a spot\u0159eby v\u00FDznamu, je tak\u00E9 rostouc\u00ED v\u00FDznam zna\u010Dek a prodejc\u016F jako mo\u017En\u00FDch zdroj\u016F d\u016Fv\u011Bry. Tyto zdroje jsou d\u016Fle\u017Eitou sou\u010D\u00E1st\u00ED pro spot\u0159ebitele, vlastn\u00ED tvorbu a st\u00E1vaj\u00ED se symbolem spole\u010Densk\u00E9ho uzn\u00E1n\u00ED. Neschopnost pod\u00EDlet se na spot\u0159ebitelsk\u00E9m sv\u011Bt\u011B a komer\u010Dn\u00ED z\u00E1bav\u011B m\u016F\u017Ee zp\u016Fsobit zklam\u00E1n\u00ED a pon\u00ED\u017Een\u00ED, co\u017E vede k ne\u017E\u00E1douc\u00EDm soci\u00E1ln\u011B patologick\u00FDm jev\u016Fm." . "1338-130X" . "222058" . . . "2" . "Roubal, Ond\u0159ej" . . "Pot\u00ED\u017Ee s identitou \u2013 um\u011Bn\u00ED sebetvorby a probl\u00E9m uzn\u00E1n\u00ED"@cs . "Difficulties with Identity - Art of Self-Creation and Problem of Recognition"@en . .