Статья посвящена анализу взаимосвязи старения населения и политических изменений. Старение рассматривается как глобальный феномен, характерный как для развитых, так и для развивающихся стран. На примере Германии показана связь старения с миграционной политикой и возможными внутриполитическими изменениями. На примере Китая и США показано влияние старения на расстановку сил в борьбе за мировое лидерство.
The article examines the process of reducing the population of working age and its effect on marketing strategy of commercial banks in Russia. The author first explores the process of the population ageing in Russia during the 20th and 21st century and provides information concerning the provision of banking services to different age segments. The analysis concludes with an examination of several population segments which should be of interest to commercial banks facing the population ageing. They include the elderly, children and the youth as well as the population of Russia's small towns. The author's analysis is based on foreign experience which proved successful while involving the population out of the working age in the use of banking services. The article could be of interest to the experts studying the impact of population ageing and marketers.
The article covers results of expert evaluation about functions of system of social policy in relation to the old population. We used results of sociological research with deep expert interviews during 2015-2016 in four border regions of Russian Federation (Altay kray, The Trans Baikal kray, Buratiya Republic, and Omsk oblast) (n = 80). In each region, 20 experts participated the research: representatives of legislative and executive bodies, local governments, non-commercial sector and scientific-pedagogic communities. Basing on expert evaluations, we estimated the presence and evidence of demographic crisis and ageing of population in contemporary Russian regions. In conditions of evident ageing, the border regions demonstrate similar tendencies and their reasons. The next stage was the determination of role of different social institutes in realization of social policy in relation to the old people. We conclude about presence of negative attitudes about ageing, active role and condition of the old population in contemporary society of demographic risksIntegration of the aged people into social relations lead to the higher life quality of the old people and could be achieved in a result of target regulation of social policy in the sphere of satisfaction of group and individual needs and resource possibilities of the given social-demographic group and its inclusion of all public sectors into the process. ; Данная статья посвящена рассмотрению особенностей экспертной оценки функциональной нагрузки системы социальной политики в отношении пожилых. В качестве основы для исследования выступают результаты серии глубинных экспертных интервью, проведенных в 2015–2016 гг. в четырех приграничных регионах Российской Федерации (Алтайский край, Забайкальский край, Республика Бурятия, Омская область) (n = 80). В каждом регионе опрошено 20 экспертов: представители органов законодательной, исполнительной власти, органов местного самоуправления, общественных организаций, научной и педагогической общественности. На основе экспертных мнений проведена оценка наличия и выраженности характеристик демографического кризиса и старения населения в современных российских регионах. В условиях выраженного постарения населения приграничные территории демонстрируют схожие тенденции демографического кризиса, их причинную обусловленность. Следующим этапом стало определение роли социальных институтов в реализации социальной политики в отношении пожилых с учетом ранее выявленных особенностей. Выделены ключевые социальные практики, сделан вывод о сохранении негативных установок в отношении старости, активной роли и положения пожилых в современном обществе демографических рисков, что выступает препятствием к эффективной социальной интеграции пожилого населения.
In the article the authors make an attempt to demonstrate in what way the global ageing and resulting transition to the model of an elderly society may influence the rates and directions of the scientific and technological advance in the nearest 80-100 years as well as how this impact will vary at different stages of the defined period. In the nearest two-three decades it will be the ageing of society that will become a driving force of transformations, reforms and accelerated technological innovations. This is promoted by the increasing volume of accumulated money in social and pension funds and increasing demand for medical and rehabilitative technologies. Thus, at least until the middle of the present century and probably until its last third part the ageing will hardly hamper technological or other development, and on the contrary together with the Cybernetic revolution and the sixth technological mode it will accelerate it. However, later the society's ageing along with improved planning opportunities will support the society's transition to a slower and smoother development (i.e. the much spoken sustainable development) and by the end of the current and the beginning of the 22nd century it will probably cause the slowing down of scientific and technological development.
The paper discusses the results of the consumer behavior survey conducted in the research project "Social and economic activity of the mature age people (50+): needs, satisfaction, consumer behavior models, interaction with business and authorities". The findings confirm that creation of products and services for the older age cohorts must take into account both physiological characteristics of ageing, and psychological (cognitive) perception of age by target consumers.
The topic of this article is metaphorical models of advertising discourse designed for women. Texts of advertising discourse, which have been selected for several years from a popular magazine for women 'Cosmopolitan' (Russian version), are analysed in the article. The purpose of our research is to carry out a cognitive analysis of advertising discourse and to find out which metaphorical models prevail in the advertising discourse of 'Cosmopolitan'. Methodological basis for the research is J. Lakoff's definition of a conceptual metaphor and model of political discourse analysis, designed by E. Lassan. E. Lassan introduced the level of binary oppositions apart from conceptual metaphors. Investigations of advertising discourse are very important because advertising is already being treated as 'an engine without trade' (M. McLuhan). This means that it does not only help to sell goods, but also forms collective consciousness and is the source of information regarding it. Opposition NEW – NOT NEW and metaphorical model TIME IS ENEMY are analysed in this article. Our research has shown that ageing as a process is dramatized and militarized in the advertising discourse. Metaphorical models (NEW – NOT NEW and, especially, TIME IS ENEMY) form some kind of behaviour scenario: the only 'right' response to ageing is a battle, a woman must fight, otherwise she will not be the winner. This way behaviour model – a permanent battle with natural body processes – is introduced into the reader's consciousness.
The topic of this article is metaphorical models of advertising discourse designed for women. Texts of advertising discourse, which have been selected for several years from a popular magazine for women 'Cosmopolitan' (Russian version), are analysed in the article. The purpose of our research is to carry out a cognitive analysis of advertising discourse and to find out which metaphorical models prevail in the advertising discourse of 'Cosmopolitan'. Methodological basis for the research is J. Lakoff's definition of a conceptual metaphor and model of political discourse analysis, designed by E. Lassan. E. Lassan introduced the level of binary oppositions apart from conceptual metaphors. Investigations of advertising discourse are very important because advertising is already being treated as 'an engine without trade' (M. McLuhan). This means that it does not only help to sell goods, but also forms collective consciousness and is the source of information regarding it. Opposition NEW – NOT NEW and metaphorical model TIME IS ENEMY are analysed in this article. Our research has shown that ageing as a process is dramatized and militarized in the advertising discourse. Metaphorical models (NEW – NOT NEW and, especially, TIME IS ENEMY) form some kind of behaviour scenario: the only 'right' response to ageing is a battle, a woman must fight, otherwise she will not be the winner. This way behaviour model – a permanent battle with natural body processes – is introduced into the reader's consciousness.
The topic of this article is metaphorical models of advertising discourse designed for women. Texts of advertising discourse, which have been selected for several years from a popular magazine for women 'Cosmopolitan' (Russian version), are analysed in the article. The purpose of our research is to carry out a cognitive analysis of advertising discourse and to find out which metaphorical models prevail in the advertising discourse of 'Cosmopolitan'. Methodological basis for the research is J. Lakoff's definition of a conceptual metaphor and model of political discourse analysis, designed by E. Lassan. E. Lassan introduced the level of binary oppositions apart from conceptual metaphors. Investigations of advertising discourse are very important because advertising is already being treated as 'an engine without trade' (M. McLuhan). This means that it does not only help to sell goods, but also forms collective consciousness and is the source of information regarding it. Opposition NEW – NOT NEW and metaphorical model TIME IS ENEMY are analysed in this article. Our research has shown that ageing as a process is dramatized and militarized in the advertising discourse. Metaphorical models (NEW – NOT NEW and, especially, TIME IS ENEMY) form some kind of behaviour scenario: the only 'right' response to ageing is a battle, a woman must fight, otherwise she will not be the winner. This way behaviour model – a permanent battle with natural body processes – is introduced into the reader's consciousness.
The topic of this article is metaphorical models of advertising discourse designed for women. Texts of advertising discourse, which have been selected for several years from a popular magazine for women 'Cosmopolitan' (Russian version), are analysed in the article. The purpose of our research is to carry out a cognitive analysis of advertising discourse and to find out which metaphorical models prevail in the advertising discourse of 'Cosmopolitan'. Methodological basis for the research is J. Lakoff's definition of a conceptual metaphor and model of political discourse analysis, designed by E. Lassan. E. Lassan introduced the level of binary oppositions apart from conceptual metaphors. Investigations of advertising discourse are very important because advertising is already being treated as 'an engine without trade' (M. McLuhan). This means that it does not only help to sell goods, but also forms collective consciousness and is the source of information regarding it. Opposition NEW – NOT NEW and metaphorical model TIME IS ENEMY are analysed in this article. Our research has shown that ageing as a process is dramatized and militarized in the advertising discourse. Metaphorical models (NEW – NOT NEW and, especially, TIME IS ENEMY) form some kind of behaviour scenario: the only 'right' response to ageing is a battle, a woman must fight, otherwise she will not be the winner. This way behaviour model – a permanent battle with natural body processes – is introduced into the reader's consciousness.
Current trends in fertility are similar in most countries of the world. To reduce the level of fertility, actively manifested since the second half of the last century, important changes in the calendar of births were added. The classical indicators of demographic statistics are more often dealing with the intensity of fertility, to a lesser extent — with the timing of fertility. The authors made an attempt to compile a system of indicators for the timing, which was then used to study the stages and types of ageing of fertility.
The article discusses research results of socio-economic challenges in modern society using selected international statistics and presented in the format of National Transfer Accounts (NTA) as a follow-up to the author's prior publications in the journal «Voprosy Statistiki» (Issues 4 and 11 of 2019; Issue 5 of 2020). Introduction to the article rationalizes the subject matter topicality both given the pressing problem of ageing of modern society and in connection with the necessity of practical adoption of National Transfer Accounts in the system of Russian statistics as a coherent derivation and elaboration of the System of National Accounts (SNA), expanding analytical capabilities of statistics. Going into the main part of the article, the author applies statistical methods to explore the key macroeconomic consequences of the global ageing of modern societies. The article provides evidence that macroeconomic challenges and risks to sustainable development emerge primarily in the countries featuring low birth rates, a high share of seniors, and significant levels of government support to the households. The author studies how shifts in the population age distribution translate into changes in consumer spending and incomes. The article presents and analyzes initial findings of the quantitative evaluation of these correlations based on historical data on healthcare expenditures and per capita labor income. The paper identifies the factors and the extent of their impact on how people choose the economic behavior model that ultimately determines the volume and structure of consumption in high inflation economies. Finally, the article lays down a number of conclusions to the following essence: (1) empirical estimates confirm the hypothesis that ageing society presents a heavier «economic burden» for the government finances rather than for the economy as a whole and (2) further advances in macro-statistic work (SNA core sections, National Transfer Accounts, satellite accounts within SNA) become increasingly important for expanding analytical capabilities required to seek for a more effective mechanism to build-up and utilize national resources in the face of population ageing. ; В статье изложены результаты исследования социально-экономических проблем современного общества с использованием материалов международной статистики, представленных в формате национальных трансфертных счетов (NTA), в продолжение авторских публикаций в журнале «Вопросы статистики» (2019 г. – № 4, № 11; 2020 г. – № 5). Во вводной части статьи аргументируется актуальность рассматриваемой темы как с учетом остроты проблемы старения современного общества, так и в связи с необходимостью практического освоения в национальной статистике национальных трансфертных счетов как гармоничного ответвления и развития системы национальных счетов, расширяющего аналитические возможности статистики. В основной части статьи с применением статистических методов исследуются ключевые макропоследствия глобального старения обществ. Показано насколько значительны макроэкономические вызовы и риски устойчивому развитию, прежде всего в странах, имеющих низкую рождаемость, высокую долю людей пенсионного возраста и значимый уровень государственной поддержки населения. Рассматривается в какие изменения трансформируется структурный сдвиг возрастного профиля для потребительских расходов населения и его доходов. Представлены и проанализированы первые результаты количественного измерения этой взаимосвязи (на ретроспективных данных) для расходов на здравоохранение и уровня среднедушевого трудового дохода. Определены факторы и степень их влияния на выбор населением той или иной модели экономического поведения, в конечном итоге определяющего размеры и структуру потребления в высокоинфляционных экономиках. В заключительном разделе статьи формулируется ряд выводов, смысл которых состоит в следующем: 1) подтверждена на основе эмпирических расчетов гипотеза о том, что старение общества более «экономически обременительно» для государственных финансов, чем для экономики в целом, 2) существенно возрастает актуальность дальнейшего совершенствования новых макростатистических разработок (центральных разделов СНС, национальных трансфертных счетов, сателлитных счетов СНС) с целью повышения их аналитических возможностей для выработки более эффективного механизма формирования и использования национальных ресурсов в условиях старения общества.
The paper is devoted to analysis of social exclusion of elderly people and the causes of this process in the modern Russian region. In relation to the physiological, psychological and social changes that occur with elderly people, the social exclusion of elderly people has some of features. The aim of the paper is to describe the characteristics of the social exclusion of the elderly people in the Altai region. The author analyses the results of the sociological research conducted in 2012 – 2013 in the Altai region. The scientific study of social exclusion of elderly people was performed for the first time. According to the results of a sociological survey, seniors in the early the 21st century are characterized by both states and situations of exclusion. The author points out the poor development of the labour market, and the absence of institutions of resocialization, irregularity of forms of assistance or insignificance of support compounded by conservative personal qualities of elderly people in the region. The main area of application of the research results in the future is for the local government to study the process and develop some programmes aimed at the elderly people with a view to support them and to create favourable conditions for normal life of elderly people in the region. ; Статья посвящена анализу социальной эксклюзии лиц пожилого возраста и причин данного процесса в современном российском регионе. В связи с физиологическими, психологическими, социальными изменениями, которые происходят с пожилым человеком, социальная эксклюзия лиц пожилого возраста имеет ряд особенностей. Цель статьи – описание особенностей социальной эксклюзии лиц пожилого возраста в Алтайском крае. Автор анализирует результаты социологического исследования, проведенного при его участии в 2012 – 2013 гг. в Алтайском крае. Научное исследование социальной эксклюзии лиц пожилого возраста проведено впервые. Согласно результатам социологического опроса, лица пожилого возраста в начале XXI века характеризуются, как состояниям, так и ситуацией эксклюзии. Автор отмечает неразвитость и закрытость рынка труда, отсутствие институтов ресоциализации, несистематичность форм помощи или незначительность оказываемой поддержки, что усугубляется консервативными личными качествами пожилых людей в исследуемом регионе. Основной областью применения результатов исследования в дальнейшем является изучение этого процесса и разработка программ органами местного самоуправления, направленных на пожилых людей, с целью их сопровождения и создания благоприятных условий для полноценной жизни пожилых людей в регионе.
The article discusses the issue of social exclusion of elderly people in rural areas during the COVID-19 pandemic. The author relies on the concept that defines social exclusion as a mechanism for separating a certain group of people from an integral community. Using the example of several respondents, the article examines the effects that social exclusion of elderly people creates in rural areas, as well as possible ways of their adaptation that can minimise it.
The empirical basis of the work is collected by the author 20 semi-structured interviews with elderly people living in rural areas in the Republic of Karelia and 20 diaries of their observations. When analysing interviews and diaries, a thematic method was used. The main result of the study is the identification of various fears and characteristics of the perception of social exclusion as a condition associated with changes in the habitual everyday life, as well as the lifestyle of respondents due to isolation.
The main conclusion highlights the various fears presented in the perceptions of social exclusion by elderly people associated with changes in the usual everyday life due to isolation.
The study also identifies the most effective ways for adaptation of elderly people to minimise their social exclusion: expanding communication with neighbours, translating communication into digital format. The data obtained by the author also allow us to draw a conclusion about changes in the sociological consideration of ageing. It becomes not a state of inclusiveness and activity, integration of elderly people into society, as modern concepts and approaches denote it (for example, the concept of active longevity), but a state that is primarily determined by physical weakness. The need for isolation, as well as limitation of activity, is becoming a forced measure that negatively affects older people and the characteristics of their perception of their age and the situation of a pandemic. This work contributes to the latest research into the understanding of ageing in the context of forced social exclusion in connection with the COVID-19 pandemic.
Abstract: The author analyzes the state policy of the Russian Federation oriented toward using and developing the potential of senior citizens, in particular its administration in library and information services. She reviews the documents on active ageing and senior citizen participation in economic and socio cultural development, i. e. federal laws, decrees, presidential messages, strategies, concepts, national programs, etc. Special attention is given to the related government programs and legal acts adopted in St. Petersburg. The priorities of the national and regional policy in the area are analyzed. The accomplished projects of Russian and, in particular, St. Petersburg public libraries are characterized. Personality orientation, humanism and social viability make the principles of library senior user services. The key vectors and formats of services are reviewed. ; Аннотация: В статье проанализирована государственная политика Российской Федерации, направленная на развитие и использование потенциала старшего поколения, в том числе в рамках библиотечно-информационной деятельности. Проанализированы документы, связанные с вопросами активного долголетия и участием пожилых людей в экономическом и социокультурном развитии общества. Рассмотрены действующие инструменты социальной политики государства, призванные повысить степень участия старшего поколения в жизни страны: федеральные законы, указы, послания Президента Российской Федерации, стратегии, концепции, государственные программы и др. Особое внимание уделено государственным программам и законодательным актам в поддержку старшего поколения, принятым на территории Санкт-Петербурга. Проанализированы приоритеты государственной и региональной политики в этой области. Дана характеристика реализованным проектам в общедоступных библиотеках России и Санкт-Петербурга. На современном этапе в основе работы библиотек со старшей возрастной аудиторией лежат такие принципы, как опора на интересы и индивидуальные потребности человека, гуманизм и общественная целесообразность. Рассмотрены основные направления и формы работы библиотек с читателями старшего поколения.
