Abstract: The article considers interest as a social phenomenon characterized by its internal inconsistency and manifesting itself both in objective social reality and in the subjective perception of a social subject. The transformation of interest from objective to subjective and vice versa is analyzed. On the basis of this transformation, the main scientific issues of interest research related to the interaction of group, public and personal interests, their awareness, transformation into the main driving force of social activity of subjects, as well as the possibilities of its regulation by taking into account interests, are described. Special emphasis is placed on the study of the processes of formation of social subjectivity involving the spheres of communication, activity and self-consciousness of a social subject.   Consideration of interests as the main elements of the process of socialization allows us to explore their transformation during the assimilation and reproduction of social experience, affecting such important processes as interiorization, identification and self-realization. The analysis of interests, taking into account the peculiarities of social and individual aspects of socialization, shows their role in ensuring the successful functioning of a social subject in society. The article describes in detail the difficulties of taking into account interests in the course of regulating social relations and substantiates the causes of existing problems of interest research related to both external factors of society development and internal factors of personal interest formation. The significant directions of research of interests in modern conditions of development of society are determined, contributing to the awareness of problematic areas of their study, understanding of the social foundations of social processes and the development of sociological ideas about the structure and content of social actions.

Keywords: the position of a social subject, interest, social subject, conscience, awareness of interest, internalization, social experience, identification, self-realization, socialization

Abstract: The subject of this research is the alienation of tradition as a way of relating to the past. The goal of this article consists in conceptualization of an “alienated tradition” as a mode of relationship between the social present and the social past, generated by the historical dynamics of development of the tradition, which is simultaneously a factor of social development and a source of personal suffering. The research methodology leans on the principle of social epistemology, which implies following the mutual conditionality of evolution of representations on connection between the present and the past, reflected in the concept of tradition sociocultural mechanisms of the  tradition. The article analyzes the language of interpretation of tradition as a combination of sociocultural mechanisms connecting the social present and the past. The novelty of this work consists in interdisciplinary synthesis of the concepts and research positions: the classical concept of alienation, research on intergenerational communication and cultural memory, socio-criticism studies, and theory of suffering. The alienation of tradition suggests objectification of these connections, in terms of which the social past perceived by a person as the new and communicative grounds for the alienation of tradition, emerged as result of increasing vicariousness of intergenerational communication. The alienation of tradition has a dual meaning. On the one hand, it becomes the foundation for self-determination of a person with regards to cultural continuum, force of development, due to the fact that a person is no longer positioned as a result of determinacy by the past, but an active subject who transforms the world relying on own mind, rather than the legacy of the past. On the other hand, the alienation of tradition becomes a cause of suffering; the more vicarious becomes the person’s relationship with the past, the more antagonistic and alienated become the grounds for his existence in culture that are determined by the past.

Keywords: linguistic alienation, written tradition, non-written tradition, cultural memory, cultural continuum, traditions and innovations, alienation tradition, tradition, communicative alienation, suffering