Axiological shift in the analysis of entrepreneurial identity and entrepreneurial action

The article explores on the analysis of the lack of understanding of modern entrepreneurial identity and entrepreneurial action by using functionalist theories. The current situation with high and humanitarian technologies changes the role structure of developers and consumers of new technologies, increasing the significance of interpretive phenomena. The analysis of entrepreneurial actions in the context of theories of autopoiesis and system anthropological psychology makes it possible to identify important characteristics of the psychological activity of participants in technological breakthroughs and the structure of the axiological shift in entrepreneurship. In the study we revealed factors of basic compliances of entrepreneurial action: the value unity of structural binding and ontological fluctuation, heterogeneity of axiological fundamentals of historical types of entrepreneurial identities and modes of values. The analysis allows to determine the general axiological order arising on the basis of cognitive determination such as involvement. Accordingly, engagement, effectiveness and involvement could be presented as actual heterogeneous socio-psychological fundamental for large axiological and historical entities with their inherent modes of entrepreneurial action, types of identities and modes of value. The result of the analysis of theories shows that currently the idea of specific ways of symbolizing values based on people's involvement in life worlds created by entrepreneurs and the performative involvement of entrepreneurs themselves in the network of functioning of these worlds could be provided only at the pre-theoretical (metaphorical) level. However, this does not mean that there are no socio-psychological signs of the emergence of new value orientations. New value orientations are manifested in the emergence of aspects of entrepreneurial activity which go beyond relations of effectiveness. Due to the tendency of dominance as a cognitive basis of the entrepreneurial action of human relationships, performative rhetoric becomes the mechanism of persuasion in the value of a product. The essence of performativity is that the value comes from something that is a value in itself. The proto-value for the conditions of the society is the original network of subjectivities (mental models of the creators of devices and their successors), brought about by entrepreneurial action. This primary network value has the potential to be expanded into the real value for future adherents of new life style and external beneficiaries of the broad social network that supports it, because it is valuable for the creators themselves, and it forms the life world they share.

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