EN
In the article specificity of the qualitative transformation of the contemporary personal identification practices and strategies in the context of actualization of positive and negative freedom is analyzed. The attempt to reveal ambiguity and discrepancy of the subject’s self-identification process which in modern conditions gets a «plastic» character of active functioning is made. The thesis that phenomenon «freedom» in it actual representations, which actively participating in formation and development of personal identity «plastics», opens in the macro social scale the possibilities of reflective and responsible formation by the individual her or his identity in the structure of diverse social practices is proved.