Abstract: This article examines the evolution of the entrepreneur’s identity from the heroic image of the “titan of industry” during the modern era to the multiplicity of roles in postmodernity. The central argument is that, while in modernity the entrepreneur was portrayed as a singular hero of progress, in the postmodern context this identity becomes fragmented and reconfigured through various narratives. The contemporary entrepreneur not only develops technological solutions or manages companies but also actively constructs a public image through the media and social networks, effectively turning into a “brand” of one’s own. This reframing of entrepreneurship addresses questions of authenticity, self-presentation, and the influence of digital platforms, where each market participant can be viewed as an “entrepreneur of their own life.” Accordingly, the focus of this study extends beyond the entrepreneur’s economic role to include their cultural and symbolic function in the conditions of postmodernity and platform capitalism. Methodologically, the paper draws upon postmodern philosophy (Jean-François Lyotard’s ideas on the end of “grand narratives,” Jean Baudrillard’s concept of simulacra, and Michel Foucault’s analysis of power discourse), as well as narratology, discourse analysis, and the deconstruction of cultural texts. The research’s novelty lies in rethinking the figure of the entrepreneur as the “entrepreneur of oneself” (a term tracing back to Foucault’s works), that is, a subject who shapes and promotes their own identity much like a brand. This perspective sheds light on the hidden mechanisms of image formation in the context of digital platforms, where personal and professional identities fuse into a unified construct and are broadcast to a mass audience. Consequently, it is shown that in the platform economy and consumer society, the entrepreneur increasingly emerges as a project in and of themselves, combining traits of a creator, a product, and a manager of one’s own life. This opens new horizons for philosophically interpreting authenticity, self-realization, and the interplay of freedom and self-control in the realm of contemporary entrepreneurship.

Abstract: This article attempts to present a philosophical criticism of the phenomenon of risk in entrepreneurship, considering two historically established approaches: economic-management (risk management) or organizational-analytical, and sociocultural (risk as a structure of public expectation). The subject of this research is the concept of “risk” related to the categories of uncertainty, danger, probability and possibility. The general perspective of philosophical understanding of this phenomenon is presented. The object of this research is the sphere of entrepreneurship, mostly independent, private entrepreneurship, which over the past two decades marks rapid growth of investments. The author explores the following aspects: 1) economic structure of the spontaneously generated order; 2) organizational importance of risk management; 3) structure of public expectation of risk as uncertainty or danger, associated with entrepreneurship; 4) description of positive and negative implication of the concept of risk. Comprehensive articulation of the phenomenon of risk in modern society is realized through philosophical generalization of economic importance of the spontaneously generated order (Friedrich Hayek), which contributes to proliferation of entrepreneurship, and allows revealing positive trend in acceptance of risk in modern society via sociological analysis. The scientific novelty consists in determining that the various classifications of the objects of risk in the context of economic-management (organizational) approach are based on the classical definition of market and market relations; this results in the positive meaning of competition and constantly growing employment index in business sector. Having analyzed multiple approaches toward risk situations and phenomenon of uncertainty, the author presents an original approach towards classification of the types of societies depending on acceptance/non-acceptance of the phenomenon of risk.

Abstract: Referring to the two key for Ricœur’s hermeneutics interpretation techniques – philosophical and historical. This article attempts to reconceive the problematic of isolation/proximity of philosophy and historical discipline, considering such methodological changes that determines the formation of historical knowledge in the second half of the XX century. The author assumes that the discernible trend within the modern historical discipline of constant methodological revision of communicative systems allows redefining the critical attitude of hermeneutics towards the unified consumer technologies of the “past”. Research methodology contains the general historical-philosophical analysis of various approaches of the historical disciplines to the concept of the philosophy of history, as well as application of interdisciplinary approach to determining the role of hermeneutics in social sciences. The author reveals the importance of hermeneutics in refocusing of historical discipline from the traditional course towards the communicative theory, which prefers a metaphorical form of the dialogue with the past, rather than its unidirectional research. Based on the criticism of historicist and eschatological approaches to history, the author demonstrates the formation of Ricœur’s ethical position in relation of the aforementioned question. In view of this, the author analyzes the concept of “good subjectivity”.