DEVELOPMENT OF A COMPETITIVE PERSONALITY IN MODERN SOCIETY: TRANSFORMATION PROCESSES AND MODELS

The article summarizes the essence of the concept of a “competitive personality”, which is defined as an individual capable of continuous self-improvement and maintaining their own viability in a changing world, perceiving challenges as opportunities for development, self-realization, and self-expression for the benefit of themselves and society. The goals and objectives of a competitive personality are revealed in accordance with the old (the individual uses any means to compete with other people) and new (the individual aligns their life goals with the goals of other people, the organization in which they work or study, and the goals of society as a whole) paradigms. The main directions of the transformation of personality competencies in a changing market environment are presented. The content of the main groups of competencies of a competitive personality that need to be developed in modern society is revealed. Among them, communication, leadership, and technical (especially digital literacy, proficiency in data analytics technologies) competencies occupy a prominent place, whose importance is determined by the growing role of individuals as active participants in innovative activities, capable of effectively interacting in a multicultural environment, making decisions in conditions of uncertainty, and ensuring their own professional mobility in the digital economy. The authors consider various conceptual models of the development of a competitive personality. Of particular importance is the model in which the integral characteristics of a person are the object of development. According to this model, the decisive skills of a competitive personality include focus, competence, and flexibility, which can be purposefully developed in the process of education, professional training, and socialization. A comparison is made between the concept of a “competitive personality” and the related concepts of “professional specialist” and “professional competence of an employee” based on specific criteria. The authors suggest that these criteria should include coverage, purpose and focus, structural components, development dynamics, and context of application.