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The article analyzes the relevance, factors and prospects of the transformation of modern sociological science. It is noted that digital technologies significantly change the fundamental foundations of social interaction, most everyday social practices, structures and conflicts. This poses a number of serious challenges to sociology as a science. It is emphasized that it is time to think deeply not only about the problem of transformation of what sociology studies, but also about the transformation of sociology itself as a specific intellectual practice. Attention is focused on the need for sociological analysis and interpretation of large-scale and long-term social processes, changes in the traditional way of sociology's participation in the formation of state social policy and the implementation of social reforms. Endogenous factors hindering the leadership of sociological science in the modern public intellectual discourse are identified, namely: fragmentation of sociology, its division into a huge number of directions, particular, local thematizations; lack of research attention of sociologists to the fundamental problems of social life; modern sociology does not form an agenda for public intellectual discourse and scientific research, does not define the problematic field of research and interpretation both at the microsocial level and at the level of societal and global phenomena; it is not socially engaged, does not engage in dialogic interaction with various groups of the public, does not help them to realize their values, interests and problems, to fight for their solution; sociologists do not show activity in related research areas (for example, such as social communications, public relations, advertising, marketing, political consulting, conflict studies), do not use for this a rich arsenal of sociological theoretical concepts, quantitative and qualitative methods; despite the mediatization of social life, sociology is not sufficiently media-based, it is extremely weakly present in the media space. A conclusion is formulated about the need to transform sociological thinking and sociological imagination, the need for serious changes in the educational programs of professional training of students, in particular their practical component, the search for new formats of professional communication.

The article raises issues of development of the new University ethics based on the Ukrainian higher education conventions institutions and on the transition to the European educational tradition. On the other hand, a new ethic is influenced by the immersion of mankind on the Internet. The honour as prime category of etics, needs a new definition in the 21st century. It should be noted that there is a new social reality that is characterized by the super-fast pace of life, events and changes. It leads to an increase in uncertainty and insecurity of the individual in the face of reality, and to refusal of a person to achieve perspective for temporary, immediate results. Instant information exchange between the most remote places on the planet leads to non-critical perception of information and to dependence on it. One of the alarming symptoms of uncontrolled absorption of information is plagiarism as blurring the line between the personal and the common. Changes in society in terms of global information flow require the definition of a new ethics of discourse, which is based on the achievement of consensus between all people, on the awareness of changes, on the work on the most problematic points in the human/social system, and on the clear definition of the rules of work with information and plagiarism. Contemporary education must respond to these civilizational challenges and prevent the leveling of personal creativity and work. Together with sociology, philosophy, Ukrainian studies, pedagogics should be involved in determining the degree of responsibility of each person for those processes that take place in society.

The article provides a comparative review of the history, current status and areas of scientific activity of the Sociological Association of Ukraine (SAU), its creative ties with the European and world sociological community, in particular, joint research with Polish scientists. It emphasizes that most of the Ukrainian sociologists SAU members work in universities, the Institute of Sociology of the National Academy of Sciences of Ukraine, and public opinion research centers. Numerous sociological (theoretical and empirical) studies on various issues of vital activity of modern Ukrainian society are carried out by their efforts. It is noted that in addition to studying the issues of social transformation in its political, economic, legal, social and cultural aspects, that have become traditional for Ukrainian sociology, in recent years Ukrainian sociologists have turned to the analysis of such problems as external and internal migration (the problem of internally displaced persons); military conflict in the east of Ukraine and the volunteer movement; social inequality, including in its new manifestations, including those caused by the digitalization of public life. It is emphasized that today the most pressing issue of sociological reflection is the changes that occur in Ukraine after the last presidential election. Attention is focused on the fact that the victory of the political rookie in these elections was due to the huge social disappointments of the Ukrainians, since their expectations provoked by the Revolution of Dignity were not fulfilled. The first and most important disappointment, according to sociological studies, is the fact that peace has not reigned in the country. Second, the living standards of Ukrainian citizens have not improved. Third, the fight against corruption did not bring significant results. Fourth, social inequality deepened: the rich became richer, and the poor became poorer. The fifth disappointment is the inefficiency of the declared reforms: judicial, medical, educational, customs, electoral, etc. It is emphasized that the effectiveness of the new government depends, among other things, on its consideration of such features of the mass consciousness of the Ukrainian population as a critical level of distrust of all institutions of power; value and ideological ambivalence and uncertainty. The conclusions are formulated about the unlikeliness of return of Ukraine to the orbit of Russian political and economic influence, as well as the victory of radical nationalist ideology in our country.

The article is devoted to studying the economic aspects of providing training for cheerleading teams in higher education institutions (HEIs). The study aims to analyse economic approaches to ensuring the training of cheerleading teams to participate in competitions among teams of higher education institutions. The key factors that influence the provision of team training are identified. The study revealed such factors as the availability of funding, the quality of coaching staff and the availability of sports infrastructure. The problems that can affect the effectiveness of team training are highlighted, and their solution is a crucial task for the successful development of cheerleading in higher education institutions. The structure and composition of costs for training cheerleading teams in higher education institutions are analysed. The analysis results indicate that the expenses include salaries of coaches and staff, purchase of equipment, medical care and other costs. Various areas of attracting financial resources to support the training of cheerleading teams in higher education institutions, such as university funding, sponsorship agreements, grants and sports development funds, are studied. The prospects for developing cheerleading infrastructure in higher education institutions are investigated. Developing cheerleading infrastructure in higher education institutions is essential in improving the quality of students' sports training, stimulating an active lifestyle and shaping a sports culture among the student community. The research is critical for both scientific and practical fields, contributing to improving conditions for the development of cheerleading in higher education institutions. The study results will allow universities and other educational institutions to understand better the costs associated with these activities and develop funding strategies to optimise the use of resources. This will contribute to the further development of the cheerleading infrastructure and improve the training of sports teams in educational institutions.