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Advertising studies allow us not only to differentiate successful from unsuccessful marketing activities, but establish the fact as well that advertising reveals specific cultural norms that somehow differ depending on global regions. Advertising studies feature a clearly pronounced interdisciplinary nature and allow us to better understand what cultural basis specific advertising texts are made on. An advertising message is oriented on both rational and emotional-affective processes among the people perceiving the message. Modern Chinese consumers live in a complex social and cultural space. The ideology of the People's Republic of China combines traditional philosophy, socialist ideas, and technological pragmatism. In modern China, advertising costs are skyrocketing (the year-to-year increase is about 100%). Chinese visual advertising images are based on a complex mixture of global and traditional cultural values and embody different aspects of "the Great Chinese Dream." A visual analysis of Chinese advertisements allows us to see what traditional and global values are embodied by advertisers in advertising texts in order to render such advertising messages more effectively. Generally encountered are female images, nature-related images, and images pertaining to the ancient past of China. At the same time, ancient Chinese traditions are subject to globalization. Chinese traditional female images are created in the context of trends of mass culture. Nevertheless, the keynote remains within China's traditional values. All the while, it features no forced separation from the global culture. It is more likely that China harmoniously includes the components considered acceptable within its own worldview.

Abstract
Thanks to the tumultuous development of digital technologies, nowadays we live in a world without boundaries, characterized by liquid communities that meet and collide, sometimes denying mutual recognition. We move in a communicative bulimia where information runs like in a circus where the sense and the value of 'communicating' are often lost, fuelling forms of misunderstanding, violence and exclusion that contribute to fuel discomfort and isolation. In the information and knowledge society, communication is increasingly discriminating for emancipation and empowerment of people, organizations, and communities. For this reason, in this essay, we intend to deepen both the evolution of the community's space through digital technologies and the value and role of the concept of empowerment applied to community development. The essence of the essay is to reflect on its social implications in terms of welfare communities and valorization of the heritage of relational goods that are constitutive of every social and community space.

Social mobility in traditional China, particularly during the last two dynasties, Ming (1368–1644) and Ch'ing (1644–1911), for which ample data are available, deserves systematic study by both Chinese and Western historians and social scientists. It is remarkable to observe that in a meticulously "regulated" society such as traditional China's, there was probably a greater amount of vertical mobility, both upward and downward, than is usually found in pre-modern and modern societies of the West. What makes this more striking is the fact that it occurred in a society which for twenty-five centuries believed in the inequality of men. For this reason alone the question of social mobility in traditional China should be of more than usual interest to theoretical sociologists with a comparative approach to their subject. Owing to the author's limited knowledge of Western sociology and also because of limitations of space, this article deals mainly with China, although brief comparisons with pre-modern and modern Western societies will be attempted at certain points.

The article deals with the correlation of transformations of social processes and their reflection in the social theory of philosophy. Comparative analysis of the classical form of Marxism and the concept of G.V. Plekhanov as a representative of 'Russian' Marxism reveals differences in the interpretation of the main methodological principle — the principle of materialistic understanding of history. According to the research hypothesis, there are existential characteristics found in G.V. Plekhanov's Marxism in the interpretation of the essence of social subject. The paper reveals the intersubjective nature of social subject, which is considered in the concept of G.V. Plekhanov as the main driving force in history. It is shown that «Russian» Marxism is always demarcated from the position of economic determinism. In this context, an attempt is made to minimize the risk of social analysis losing its effectiveness in the existing philosophical directions of thought. The paper proves the leading role of the principle of materialistic understanding of history in modern social analysis. The analysis of modern social relations allows us to note high relevance of studying the essence of social subject. The author emphasizes the contradictory nature of human inclusion in society, which, in the context of the difficult geopolitical situation in the world and globalization of communication flows, acquires the status of a problem of individual peoples' culture security. In this context, the importance of analyzing the existential characteristics of social subject is noted. The main characteristics of the productive forces of society as a source of social stability are formulated in order to minimize the risk of massization of social subject. The research results can be applied both in the subsequent analysis of the specifics of Russian philosophical thought and in the theoretical consideration of the social relations dynamics and the logic of history.

The article analyses the theoretical principles and practical experience in planning communication with society to change its behaviour towards reduction of waste generation and promotion of its recycling. Research objective: Analysis of a case study, examining the communication of a Latvian regional utility service provider with customers and making proposals for developing the company's communication strategy to change waste sorting habits of community. Within the framework of the research, waste management and communication experts were interviewed and the previous experience of SIA "Kuldīgas komunālie pakalpojumi" was analysed. Media content analysis (2017–2019), customer survey and focus group interviews were conducted. The analysis of the results obtained revealed that SIA "Kuldīgas komunālie pakalpojumi" lacks a unified strategic approach in its communication with customers. The company's communication strategy for 2021–2023 was developed and a follow‐up analysis is planned after its implementation. The article concludes with recommendations for developing a business communication strategy to change waste sorting habits of society.

The result of collaboration between the University of New South Wales and the Tsinghua University in Beijing, this unique chronicle maps some of the most important social, political, and cultural characteristics of the HIV epidemic in China. Demonstrating that the epidemic was propelled by three main economic drivers-the blood trade, the drug trade, and the sex trade-this informative compilation of essays uncovers the hidden truths about the spread of HIV and analyzes its social impacts

Communication is generally regarded as an essential aspect of diplomacy. Proceeding from an understanding of diplomacy as a transhistorical phenomenon, this article distinguishes a number of pertinent dimensions of the communicative aspects of diplomacy & proffers examples taken from different eras & geographic regions. With a focus on continuity & change, the article analyzes the basic aspects of diplomatic communication & the gathering & transmission of information, as well as two important options in the diplomatic repertoire: verbal vs nonverbal & public vs private communication. Two processes of continuity & change -- the ritualization of diplomatic communication & technological development -- are discussed. The article concludes that today's diplomatic communication cannot be seen as the result of any unilinear process. Variations within the distinguished dimensions do not follow an evolutionary pattern but reflect historical contingency. 72 References. Adapted from the source document.