Methodology of creative work: transformation structure
The authors consider the phenomenon of transformation of methodological strategies of social cognition, which in theory reflects the grounds of self-preservation and self-replication of social and anthropological reality. The article underlines that at present time social cognition tools are going through a renewal that is dynamic and subject to theoretical and methodological changes. The emphasis is shifting from research of the general social level toward individuality, subjectivity, spontaneity and cultural uniqueness of fractals of social existence. They observe the danger in creation of social reality, if it is not guided by organic unity of knowledge and morality. From our point of view, morality is a systemic factor of social reality, because as high as social barriers in modern world may be, universal values do exist and preserve and they are exactly the things that give human society an opportunity to survive on a global scale.