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Formulation of the problem. The year 2020 convinced the whole world that the Internet is one of the best channels for transmitting information, selling goods and providing services, because thanks to its use, a certain part of businesses avoided bankruptcy, and some companies were able to increase sales and, most importantly, meet the needs of almost all spheres of life in society in crisis conditions.

The system aspects of optimality problem within the framework of the structure of decision-making process, connecting it with DM models and tasks, theoretical and practical aspects of optimal solution peculiarity were analyzed. The analysis entropic specification and their impact on the optimal level of practical decisions was made. The DM methods specifications in context of optimal decisions-making were compared, the consumption of partitioning and threshold method, as one of the most flexible for decision-making in different conditions were justified.

The article deals with the concept of “self-identity” in the context of the formation of personality, capable of Social Development. Analyzes the qualities that contribute to fulfillment in life and professional activities, including issues related to the disclosed features of social identity. The basic approaches to studying the phenomenon of self-made and their main characteristics.