Social transformations, political, ideological transformations, scientific and technological progress make their adjustments to the portrait of values of modern Ukrainians and need further study and rethinking. There is a constant structure of value-motivational characteristics that determines the outlook of the individual, the idea of himself, others and society, directs to meet these or other needs. In this context, values are understood as motivational vectors.
The aim of the article was to analyze the results of the study of the personal value sphere, its normative ideals and individual priorities, as well as to determine the dynamics of changes over 10 years (from 2008 to 2018) in a large sample, using the personal questionnaire (subjective self-report), which is based on the Schwartz theory of basic personal values (A Refined Theory of Basic Personal Values).
The current profile of values have their differences in normative ideal and individual priority. The normative ideal is dominated by conservatism, which is more important than openness to change, self-determination (as an altruistic position). In comparison, the profile of individual values differs significantly in self-determination – trustworthiness, universalism, and social security is more important at the individual level than as a normative standard of values. In this case, personal safety is a normative standard and less is an individual priority. An analysis of the dynamics of changes in the value profile over 10 years (2008 - 2018) has showed that there were changes in individual values: hedonism and achievement significantly increased, the value of public security increased, while the importance of personal security decreased, as did the authorities and tradition. The level of conformism has not changed. Independence, stimulation, trustworthiness and universalism remained almost unchanged.
The prospect of the study is to investigate the determinants and social and psychological markers, that determine such a value profile, which allows the use of the results for research forecasts in psychological and sociological research and practical work of psychologists and sociologists.
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