ORIGINS OF THE CONCEPT OF “LIBERTARIAN PATERNALISM” IN SCIENTIFIC LITERATURE: SOCIAL AND PHILOSOPHICAL ASPECT

In the article, the authors attempt to analyze the various origins of libertarian paternalism - political, social, cultural, and try to explore the essence of this social and social phenomenon. Libertarian paternalism has both positive and negative features, which are actualized, in turn, by modern planetary challenges.The aim and the tasks: analysis of the essence of the social phenomenon of libertarian paternalism, and the study of its origins - political, social, cultural. Research methods are historical, structural and functional, systemic and equitable.For the revision of specific projects, it is also the principle of consistency, objectivity, convergence from the abstract to the concrete. Research results: Democracy and human rights have found themselves in the grip of challenges, to which both the government and the private sector of the economy in particular react in a peculiar way. In the civilized world, the problem of social protection is acute; an ordinary person dramatically perceives the massive pressure of advertising, the media, certain structures that are interested, first of all, in the early sale of their products - material, spiritual and social. Libertarian paternalism is seen by the authors as a possible way to reconcile these issues, especially from the point of view of protecting the human rights and freedoms. Discussion. In this regard, other authors note that in the practical implementation of Nudge technology, people rarely follow the ideal interpretation of private well-being in terms of full satisfaction of needs. Opponents suggest in this regard that people can be guided by temporary benefits in terms of irrational consumer behavior, that is, the socio-psychological bases of consumerism are affected. Conclusion. Libertarian paternalism was created as a reaction to political, economic and sociocultural changes in society under the impact of globalization, informatization and revision of social programs in the governments.The concept of libertarian paternalism and its practical implementation of nudge technology is relevant and promising in the context of a constant increase in the level of welfare of citizens. Libertarian paternalism affects the most subtle sociophilosophical, socio-psychological elements of the consciousness of an individual who has become hostage to government programs and private projects. The price of a rational choice of an individual is his own freedom, in the context of modern realities of social life.