Abstract: As the subject of research the author raises and analyzes the problem the ersatz-thinking that has multiple projections on the life of modern man. As a starting cognitive situation, the tendency to weaken the anthropological tradition in the formulation and solution of the problem of thinking is considered. The author reveals the epistemological preconditions of distribution the ersatz-thinking practices in cognitive and communicative activities. Carrying out conceptual parallels between such concepts as "instrumental reason", and "technocratic thinking", the author emphasizes that ersatz thinking is an instrument for maintaining the utilitarian-hedonic mode of life. Adhering to the existential-anthropological tradition, the author notes that thinking is existential in its essence act, but today is reduced to a utilitarian mentality, which allows to produce models of adaptive and successful behavior. Using the example of conceptual devaluation of the imperative "Cognize oneself", the author describes phenomenology of ersatz- thinking and opposes him the existential thinking. Revealing the main functions of ersatz-thinking, the author comes to the conclusion that it prevents the unification of all time dimensions of the person's cogitative self-identity into a single reflexive anthology of "doing thinking". In conclusion, it is emphasized that a certain part of modern humanitarian knowledge is generated in ersatz-thinking practices, which have already acquired a regulatory character and thereby, on quite legitimate grounds, aggravate the situations of the "anthropological catastrophe".

Keywords: self-knowledge, cognition, attitude, man, ersatz-thinking, thinking, anthropology, being, deed, self-identity

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