The modernity has such a characteristic as intensification of globalization processes impacting all the spheres of social activities of the world nations. The researches dealing with these processes usually apply the linear progression approach, according to which there are developed and developing countries, and the development is understood not only in the narrow economic sense, but also in the extended the socio-cultural one. This approach ignores the ethnic mentality and the cultural specificity of a nation that has taken an original socio-historical path. There is another frequently used approach that at first glance is opposite to the first one: it suggests finding an alternative strategy of the contemporary globalization, which is based on the liberal-democratic ideology. However, this approach stays in the methodological framework of the previous one, repeating its mistakes, first of all theses of innovation processes’ dominance in the modern society (and as a result almost complete disregard for traditions), and recognizing the only possible strategy of globalization. The alternative nature of the globalization strategy should not be understood as a rejection of the old strategy by the new one, but as development of new strategies that take into consideration the variety of social identity manifestations, in accordance with the principle of mutual complementarity, which opens up the possibility of simultaneous following of various development ways by world nations to the unity of the varieties.

МНОГООБРАЗИЕ ПРОЯВЛЕНИЙ ОБЩЕСТВЕННОГО САМОСОЗНАНИЯ КАК ДЕТЕРМИНАНТА АЛЬТЕРНАТИВНОСТИ ГЛОБАЛИЗАЦИОННЫХ СТРАТЕГИЙ