"Man of Mass" in a Modern City
The theoretical and empirical algorithm of studying of «the person of mass» as a subject of perception of urban environment and impact on it is determined on the basis of historically developed ideas of mass consciousness specificity. The urban environment is presented as text - an element of culture of everyday life of the modern person, and context - an active regulator of the person’s life. City streets, where crowds are, become the sphere of conflict between spiritual creativity having autonomous character which is independent on environment, - and culture «substitutes». Specificity of existing of small sculptural forms in a dynamic crowd are revealed on material of such cities as Arkhangelsk, Novgorod Veliky, Samara, Saratov, Omsk, Yaroslavl. Specificity of updating of biological, social and social-biological features of «man of mass» by means of street fashion is presented. We find and prove not only dependence of the person on the called environment, but dynamic adaptation of the person and presence of a special view of such a person on the environment. The text of the urban environment is read by means of his main «author», as we regard «man of mass» whereas the context includes static and dynamic objects which supplement, duplicate and imitate this person.