The beginning of the XXI century marked the urgency of the problem of changing the attitude of man to the Earth. Today, researchers are increasingly noting the threat of the consequences of unlimited knowledge (N. Popovich). We are talking about the technical and economic unification of the planet. New scientific technologies indicate the formation of a new paradigm of human existence. Modern society has raised the issue of the anthropological dimension of the phenomenon of the Earth.Philosophical discourse makes us rethink the relationship of man with the world in the plane of ethics. We are talking about the Earth, which appears to be the highest value for man. Well-known modern scientists note that modern society is at a critical stage of its development (J. Baudrillard, S. Huntington, E. Giddens, P. Drucker, A. Etzioni, M. Castells, A. Whitehead, F. Fukuyama, etc.). In the early twentieth century, an outstanding Ukrainian scientist V. Vernadsky noted that transforming human activity is the main geological force. The configuration of the elements of man – Earth system differs from the nature of these relations in previous historical epochs. In the conditions of technological revolution there is a technologization of this system. The latter appears as a difficult antropotechnical system.Іn «Critique of pure reason» I. Kant noted the connection of human freedom with the consciousness of duty. This requirement is outlined by many modes. Human practice is the principle of the definition of human existence, which emphasizes the integrity of man and the Earth. The essence of man is determined in relation to the Earth. The person is connected with the Ground through the practice / technology. The man-Land relationship is ambivalent. The earth as the fundamental principle of existence is aimed at the preservation of life, and man appears responsible for the Earth. Unlike other components of human existence, the Earth used to fall under the influence of technology. This situation requires rethinking the problem of the existence and preservation of the Earth in the space of modern technologies. We are talking not only about effective technologies, but also relevant to the essence of the Earth.The question of the transformation of the Earth correlates with Man, and Man correlates in this process with Technology, the question Arises: «What dimensions of the Earth are possible in the context of technological reality?», «What modes of interaction «man–Earth» outlines the technological reality?». The answers to these questions require new methodological principles. Polyparadigm presented the new research methodology.The earth appears to be a vital philosophical object, interacting with which a person tries to determine the meaning of his existence. The earth is an anthropological component of human life, a socio-cultural phenomenon. The living body of the Earth appears as an extension of its own body, as another Self, which determines the subject – subject relations. Comprehension of these relations with the help of categories «beauty», «love», «joy», «sadness», «melancholy» define the earth subject. Therefore, the attitude towards it can no longer be determined solely by the pragmatic goal of getting the maximum benefit. We are talking about the formation of new thinking.The earth, like Man, produces meanings, which requires a new value-semantic paradigm of understanding. The concept of «man from the Earth» is of particular importance, where man is the most creative and self-sufficient person. Its attitude to the Earth is the driving force that changes not only the surrounding reality, but also the man himself. A person from the earth is a person who serves the earth, feels responsibility for it.Consequently, Land has always been and is not only a material object, but also a specific cultural value. Today we are talking about the need to approach wildlife. The principle of preservation of the earth corresponds to the principle of anteism as the unity of man with nature / Mother Earth.Problems of ecology not only outline the drama of the modern situation, but they also show the presence of problems of morality, «moral» exhaustion. Engineering Geology (a set of measures and actions aimed at combating undesirable climate change) deserves analysis. The Fund for the protection of the environment defines geoengineering «transitional tool». The problem of ecological consciousness acquires a new meaning that is embodied in the formation of a new direction – postnationalism. This direction indicates responsibility for the results of their own actions.We are talking about the level of dialogue between man and the Earth in terms of technological reality. This dialogue overcomes exclusively practical attitude to the Land, which was supported by the industrial society. The earth appeared as a test site for technology, a technical object. In recent decades, the axiological component of the system of «man – Earth» is becoming more influential. This component defines the modern philosophical, humanitarian and socio-economic discourse. Earth appears as anthropological component of human life. It changes the result of human use of technology and different technologies. There is a transition to the understanding of the Earth as a socio-cultural phenomenon, which requires further research.
Responsible consumption as a new paradigm in modern society`s culture
