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Giftedness as technology and social projects in the communicative reality of the XXI century

The article examines the question of the social causes of the phenomenon of giftedness. The social aspects of the economic behavior of a gifted person are actualized taking into account the current historical stage of social reproduction, in the light of post-materialism, postmodernism, the theory of communicative action by J. Habermas, the influence of the means of communication on society by M. McLuhan, based on the phenomenon of "alienation" from the works of K. Marx, E. Fromm, T. Adorno. The main context of the research is focused on the growing role of social communication as a space for interaction between the individual and society. As a result, it has been shown that the very concept of giftedness has passed the stage of desacralization, and has been reduced to a socially significant need for certain human qualities. Such a modern, socio-philosophical interpretation of giftedness allows us to perceive and analyze this phenomenon as a communicative process (and not a status), which is influenced by fluctuations in external assessments of society, as well as fashion and trends. Hence, it is concluded that an important epistemological role is acquired by the historical context, in connection with which the behavior of a gifted person becomes noticeable to the researcher.