Abstract
The article provides the analysis of identification mechanisms and its presentation patterns in the contemporary megapolis, the reasons for identification challenges emerging in the contemporary multicultural world where the contemporary urban community offers the opportunity for identity transformation, so that the citizens of metropolis are faced with the challenge of finding new identification tools. The notions of «dramatization» and «social attraction» offered in the article for the identity problem analysis in the context of diverse style and taste options of the contemporary urban community serve to form an estimate of the behaviour of an individual who keeps deciding on his own behavioral pattern.
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