Ethno-Sociocultural deviationsin the educational environment of the modern Eurasian higher education institution asa reflection of transcultural globalization factors

In the XXI century socio-political communications as well as the functions of leader have underwent profound changes. In the middle of the second decade of the XXI century a communication system in educational and social policies has changed from a slow one-sided process having quite information character for the most part to a poly-variative communication that has caused some social deviations and conflicts in the conditions of multipolarity of an education sector and personal development. Ongoing changes in the sphere of higher education in the context of globalization to a greater or lesser extent have affected educational institutions of all Eurasian countries. These changes in their turn are the grounds for the educational market creation in planetary terms. Along with its traditional functions education today is the market also. And such is the market structure of communications that in the conditions of increasing competition between higher education institutions in search of students the educational market players must overcome language, mental, national, cultural, historical and pedagogical divides. While mass media has being developed the citizens have got much more opportunities to keep tabs on politicians' actions so long as mass media have been included in competition for event interpretations. In some states the fight began in the middle of the XX century, others have yet to experience. During the information era each deal of politicians potentially becomes an object to be discussed many segments of population. And the Internet sphere already discusses assignment of the new Minister of Education and Science of the Russian Federation in a variety of aspects. The construction of professional identity in the conditions of globalization is characterized, on the one hand, by isolation, distancing from other national and ethnic, social groups, searches for collective national Self, on the other hand, by inclusion of a resource of identity as a prize in competition for positions in the globalizing world (Council of Federations ..., 2016). In the conditions of social and economic update of Russia there is the significant increase of intensity and proneness to conflict in all spheres of social activity, including in the education system. The conflict is caused by economic, political, ideological, cultural and other factors of public life. Identity in the context of globalization is a process of differentiation, fragmentarization, complementarity of systemic and subjective factors. The complexity of the identification process of identity of a teacher consists in the multidimensionality of identity criteria, actualization of political, social, cultural and symbolical capitals. Cross-cultural conflicts, being a natural show of the urgent contradictions in education, have an essential impact on activity of educational systems, the quality of their operation and development in time. There is here a bruising matter in the form of a conflict of interests of higher education national systems (first of all, their cultural aspect) and interests of transnational educational corporations (an economic aspect). The goal of this research is to prove the need for the personality to be developed in the context of globalization and to offer certain practical ways of its construction in the conditions of university education. Transcultural competence of the personality as a peculiar navigation system allows the individual, being in the supercultural space, to overcome the subjectivity of estimate of friend and foe with their distinctions, to hold each of them and to take up an individual position in a dialogue of cultures. The paper has presented the results of the approbation of teaching methods directed on the construction of transcultural competence of the personality.