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The study analyzes the different types of identity (individual, collective, personal, local, regional, national, continental, global, etc.) for the formation of the personality and its inclusion in the society. The culture occupies a central place and it is divided into material and non-material (spiritual and institutional). In theoretical aspect is eleborated the "Diffusion Model - Ideas and Innovations" which defines the main components of modern civilization and the interaction between the different societies (through an additional vectorized scheme). The question of the place and the importance of the personality is discussed. The model is based on the concept of the Gümleyovs’ passionar theory (2007) and the super-man of Nietzsche (1990). The study is part of the Cultural Geography. Its aim is to reveal the Italian generation layer (Penkov 1943) in the Balkans and in Bulgaria. The words of Italian origin in the Bulgarian language (over 1000 lexams) and a survey of Bulgarians and Italians have been conducted . The survey presents the contemporary concepts of the identity and the projections of the Italian identity in Bulgaria. It is analyzed in two guidelines - preconditions (the Roman heritage, the Christian religion and the development of the Italian language) and its current state (the transculturalization of Italians around the world and Italian immigration policy). The active and passive forms of Italian geostrategy in the Balkans are analyzed.
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