Suchergebnisse

Companies use humor and memes in advertising to speak the same language with consumers and improve communication. The meme is like a good joke: everyone understands it. Drawing on the study of 448 Russian consumers, the authors reveal the degrees of influence of such factors as entertainment, informativeness and irritation on the value of video advertising with memes. All the three factors influence the advertising value, with informativeness of advertising being of highest influence. The set of factors and degrees of influence depend on consumer's readiness to accept innovations. The innovators are influenced by two factors out of three - informativeness and entertainment, where the latter influences the innovators most. Irritation has no influence on advertising value altogether. Advertising designers and companies can use the findings to predict the changes in advertising value based on the changes in the factors of advertising perception.

Analysis of attitude towards various professions (attractiveness or prestige) is a integral part of studying the choice of profession. The dynamics of the attitude of young people to the studies indicates that it is clearly connected with the current situation and changes when new phenomena arise in it. Thus, in the data of the 1960s echoes of recent events are noticeable - the launch of the first Soviet "Sputniks", the Yuri Gagarin's flight. The connection with the demand for professions, one way or another related to science and technology, is obvious: the attractiveness of the occupations of scientists and engineers is great. During the years of economic difficulties and shortages, attention was drawn to the rise in the attractiveness of the professions of a seller, an accountant, which had previously been among the lowest rated. Then the time came when the leaders were professions of a bank employee, a lawyer, a businessman, a foreign trade worker, and scientists, teachers fell lower and lower on the scale of attractiveness. In the 2010s, a civil servant joined the leaders.

The opinions expressed in each subsequent year belong to a different cohort of young people. Analysis of the dynamics over a long period of time also allows one to draw conclusions about the characteristics belonging to different generations. At the same time, it is found that in order to interpret the data, it is necessary to consider the attitude towards classes in connection with the accumulated experience of the family as well. Family experiences are translated into educational and vocational orientations of children. This is confirmed by data on motivation and the actual choice of education and profession. The conclusion that the formation of youth orientations is associated not only with the perception of the current situation, but also with the social experience of previous generations, is based on the materials of over 50 years of data.

Health is the highest value, which was further confirmed by the events related to the spread of coronavirus infection, which destabilized all social processes. This article discusses scientific approaches that explain the specifics of the formation of gender-specific attitudes to health. In this article, an attempt is made to analyze the gender characteristics of the attitude to health in relation to the regional attempt. The significance of the study of the practices of health-saving behavior of men and women in conditions of increased epidemiological load is determined. The analysis carried out in the article is based on the results of a sociological study conducted in April–May 2021 among the population of the Kursk and Belgorod regions. The sample size was 657 people. Based on the results obtained, regional peculiarities of behavior in the field of health of residents of Kursk and Belgorod are identified.

The article analyzes the dynamics of perception of the migration situation by the host population in the Republic of Mordovia. Public opinion is being monitored on potential problems created by immigrants when moving to the region, on their impact on ethno-confessional relations and the social and criminogenic situation.
The empirical base included the results of annual regional sociological studies of the ethno-confessional and migration situation conducted in the period 2021–2023. The sociological survey was conducted in accordance with the Methodological Recommendations for Conducting Sociological Research in the subjects of the Russian Federation proposed by the Federal Agency for Nationalities of the Russian Federation (FADN of Russia). This methodology makes it possible to carry out sociological monitoring of key indicators of the state of ethno-confessional relations and migration processes in the Russian Federation. The volume of the sample population was n = 700 people, the representative features were gender, age, place of residence and nationality. As a tool for collecting primary information, a quantitative method was used — an individual face-to-face interview at the respondent's place of residence using a paper questionnaire (PAPI).
It was revealed that in Mordovia, the attitude towards immigrants is gradually changing: the share of the population concerned about the problems of competition in the labor market, the deterioration of ethno-confessional relations, experiencing anxiety from the presence of migrant workers is decreasing. It is determined that the presence of immigrants in the region does not provoke an aggravation of ethnic conflicts and the idea of restricting/reducing the entry of migrants is becoming less popular.
The author concludes that the attitude of the receiving population to immigrants is determined by the level of socio-economic development of the region.

Purpose: to search the peculiarities of forming of attitude about tolerant
behavior in society.
Methodology: system method, method of the comparative analysis, method of
the etymological analysis, general scientific methods (the analysis and synthesis, an
induction and deduction).
Results: The article is devoted to the phenomenon "tolerance" in the modern
changing society. The urgency of the theme of research is proved, тhe semantic field
problem of the "tolerance" notion is considered, structure of tolerance is investigated,
conditions of forming of tolerant consciousness and behavior in society are
formulated.
Practical implications: The results of investigation can be used in making
studying programs of new generation in intercultural communication for schools,
colleges and universities and are included in course of social philosophy, psychology,
ethics, sociology, intercultural communication, politology.

The article examines the impact of social capital and institutional trust on attitudes towards innovation. On a sample of 6077 respondents representing 10 Russian regions, it was found that social capital and institutional trust positively influence the attitude towards technologies in general. The analysis of a specific technology (automated judicial systems) showed that the relationship can also be reversed: the lower the social capital, the more positively the respondents refer to the introduction of new technology. These results may indicate that in conditions of poor institutional environment and in spheres that require high interpersonal and institutional trust, technologies allowing people to go to depersonalized relationships may be accepted, despite the negative attitude towards technologies in general. The findings allow us to take a fresh look at the prospects of introducing breakthrough technologies depending on the socio-cultural and institutional environment and contribute to the development of research on the impact of socio-cultural factors on the economy.

This article analyzes the Russian people's projective attitudes and behavior practices when it comes to participating in the funding and organizing of major renovations of apartment buildings. The empirical base for the study consists of data from sociological surveys conducted by VCIOM (2015-2020), the Institute of Sociology of the RAS (2003-2019), FOM (2015), Levada Center (2019), The European Social Survey (2016, 2018), as well as the authors' own expert interviews conducted in 2020. The need to ensure the safety of housing, the complexity and high cost of renovations is a reasonable explanation for government interference in this sector. Russia's housing legislature assigns responsibility for maintaining and renovating common property to apartment owners, while also stipulating a funding procedure for major renovations based on deposits made by property owners. The system currently in place in Russia for funding and organizing major renovations, which implies the existence of both a "common reserve" and "special accounts" for regulated property owner contributions (that resemble a tax), is far from perfect, it being associated with such issues as a lack of funding, low quality of major renovations, susceptibility to corruption, owners having insufficient control when it comes to decision making. While analyzing material from all-Russian and regional empirical studies, the gap becomes evident between projective attitudes and the actual behavior of Russian people in the realm of major renovations. Despite a marked critical attitude when it comes to evaluating utility service quality, not to mention the "common reserve" model (which is a way of pulling together funds for major renovations and keeping them on the regional operator's account) being regarded as socially unjust, nevertheless property owners demonstrate a low degree of civic self-organization and meager capability when it comes to taking collective action (as in participating in apartment complex meetings to discuss major renovations, creating and transferring money to dedicated accounts, keeping track of the major renovation process etc.). The reasons why property owners are so slow to develop any efficiency largely lie in the specifics of the institutional collective decision-making environment in regards to the funding and execution of local public property renovation, which also includes major renovations of apartment buildings.

Ключевые слова: глобальное управление, Европейский союз, Китай, Комиссия ООН по глобальному управлению, мировое развитие, многостороннее сотрудничество, китайская концепция. = Key words: Global governance, the European Union, China, the UN Commission on Global Governance, world development, multilateral cooperation, the Chinese concept. ; Статья посвящена термину «глобальное управление», который политические лидеры государств и эксперты стали часто употреблять с началом финансового кризиса. Автор рассматривает позиции Европейского союза и Китая по данной концепции в качестве инструмента внешней политики и приходит к выводу, что, несмотря на тот факт, что ЕС и Китай поддерживают принципы глобального управления, представления обеих сторон о концепции отличаются. Причина заключается в том, что культурные традиции, политические идеологии, экономические интересы, институциональные системы, а также отношение к суверенитету обоих акторов различаются. К тому же нынешняя слабость Евросоюза и внешняя политика государств-членов ограничивают его способность формировать систему глобального управления. = This article deals with the term «global governance» that state officials and intellectuals started to use more frequently after the financial cri-sis stuck. The author considers the EU's and China's attitudes towards this concept as a foreign policy tool. The author concludes that, although the EU and China advocate global governance, both sides have different un-derstanding of the concepts of global governance. The reasons are different cultural traditions, political ideologies, economic interests, institutional systems and ideas of sovereignty. Besides the EU's current weakness and national foreign policies impede its ability to shape the system of global governance.

В данной работе анализируются вторичные данные, полученные автором в ходе реализации ряда исследовательских программ в Сибирском федеральном округе. В рамках серии исследований было изучено отношение жителей субъектов Сибирского федерального округа к федеральной, региональной и местной власти. Цель данной статьи заключается в том, чтобы рассмотреть отношение жителей Сибирского федерального округа к власти в концепте парасоциальных отношений. Основная проблема формулируется так: существует разрыв в восприятии федеральной власти и региональной/муниципальной власти. Данный разрыв заключается в различиях мнений и оценок властей различного уровня. Концепт парасоциальных отношений является сравнительно новым для отечественной социальной науки. Под парасоциальными отношениями в западной социологии понимаются отношения, лишенные фактического обмена. В работе анализируется фактологический материал фокус-групп, рассматриваются основные черты парасоциальных отношений и проводятся параллели между отношением к власти и отношением к героям различной медиапродукции. Обосновывается возможность изучения политического поведения жителей Сибирского федерального округа при помощи метода фокус-групп. В работе рассматриваются две категории мнений и оценок, которые обнаружены в ходе реализованных социологических исследований: А) мнения и оценки, основанные на опыте респондентов; и Б) мнения и оценки власти, основанные на медиапродукции. Отмечается необходимость использования для изучения парасоциальных отношений в обществе количественных методов социологических исследований, в т. ч. с применением шкалы PSR, которая предназначена для анализа именно подобного вида отношений. ; In this paper, the author analyses secondary data obtained during the implementation of a number of research programs in the Siberian Federal District. As part of a series of studies, the attitude of residents of the subjects of the Siberian Federal District to federal, regional, and local authorities was studied. The purpose of this article is to consider the attitude of the inhabitants of the Siberian Federal District to power in terms of parasocial relations. The main problem is formulated as follows: there is a gap in the perception of the federal government and regional/municipal authorities. This gap lies in the differences of opinions and assessments of authorities on different levels. The concept of parasocial relations is relatively new for the domestic social science. Parasocial relations in Western sociology are understood as relations that are devoid of actual exchange. This work analyses the factual material of focus groups, examines the main features of parasocial relationships, and draws parallels between the attitude to power and the attitude to the heroes of various media products. The possibility of studying the political behaviour of the inhabitants of the Siberian Federal District using the focus group method is grounded. This paper considers two categories of opinions and assessments found in the course of sociological research: a) opinions and assessments based on the experience of respondents; and b) opinions and assessments of power based on media production. It is noted that it is necessary to use quantitative methods of sociological research for studying parasocial relations in society, including using the PSR scale, which is intended for the analysis of exactly this kind of relationship.

This article, based on a European social survey for the year 2016, analyzes the attitudes of Russian and European citizens towards the influx of migrants into their respective countries, as well as towards the changes that said migrants bring with them. Despite the fact that Russia is among the leading countries in terms of migrant count, while remaining separated from those migration flows which bred the current European migrant crisis, it is among the top three nations with the most negative attitudes towards people migrating to their country, as well as in terms of evaluating the changes attributed to said migrants. In regards to migration inflow, the utmost negative assessments are prevalent in Hungary, the Czech Republic and Russia. Positive assessments were recorded in Iceland and Sweden. When it comes to changes introduced by migrants, the most negative assessments among all of the countries surveyed were again recorded in Hungary, Russia and the Czech Republic. The most tolerant countries in this regard turned out to be Scandinavian nations: Iceland, Sweden and Finland. Negative assessments in Hungary and the Czech Republic can be attributed to the fact that these nations act as migration transit points of sorts on the path towards the wealthiest of European states. They do not possess the resources necessary to handle accommodating and supporting transit migrants, as well as providing security for their own host populations. This article also cites the discussion on potential reasons for anti-migrant attitudes in foreign research. Among the main reasons highlighted are cultural factors (values and beliefs in the countries studied), economic (competition in the labor market, income level, GDP, the proportion of migrants among the general population), social-demographic (gender, age, education level, type of settlement), contextual factors (religion, political orientation, mass-media influence) etc. In Russia, aside from the aforementioned factors, the effect of low living standards and propagandistic coverage of the European migrant crisis in mass-media is also a consideration.

Новые ориентиры в образовании и введение ФГОС нового поколения способствовали внедрению в учебно-воспитательный процесс образовательных учреждений дополнительного образования проектную деятельность обучающихся. Статья посвящена проблеме использования проектной деятельности как способа формирования эмоционально-ценностного отношения учеников к музыкальному творчеству. На основе анализа исследований по проблеме проектной деятельности определены ее характерные особенности и принципы организации, раскрыта ее значимость для развития творческих способностей личности. Приведены примеры проектов в системе дополнительного образования детей, обоснована их классификация в соответствии с поставленными задачами и уровнем музыкального развития учащихся.
New guidelines in education and the introduction of new generation Federal State Educational Standard into the educational process of educational institutions of additional education contributed to the introduction of students' project activities. The article is devoted to the problem of using project activities as a way to form the emotional and value attitude of students to musical creativity. Based on the analysis of research on the problem of project activities, its main characteristic features and principles of organization are determined, and its significance for the development of the creative abilities of an individual is revealed. The paper also provides some examples of projects in the system of additional education for children, substantiates their classification in accordance with the tasks set and the level of musical development of students.

The problem of homeless animals is quite urgent. Dogs and cats, freely living on the streets of cities, have always been a familiar part of the urban ecosystem, and recently their number has increased markedly. Among the reasons for the growth of the population of urban homeless animals, researchers note the low level of sterilization and chipization, as well as the insufficient influence of state policy in the formation of a responsible attitude towards them. This article presents the results of a sociological study of the attitude of residents of Ivanovo and Komsomolsk to the problem of homeless animals. The main indicators of the study were opinions about the reasons for homelessness, the respondents' feelings about stray animals, an assessment of the need for animal care services, etc. Sociological survey data can be useful in the work of volunteers, NPOs and government bodies. ; Проблема бездомных животных достаточно актуальна. Собаки и кошки, свободно обитающие на улицах городов, всегда были привычной частью городской экосистемы, но в последнее время их число заметно возросло. Среди причин роста популяции городских бездомных животных исследователями отмечаются низкий уровень стерилизации и чипизации, а также недостаточное влияние государственной политики на формирование ответственного отношения к ним. Представлены результаты социологического опроса, исследующего отношение жителей г. Иваново и г. Комсомольска к проблеме бездомных животных. Его основные задачи – выявление мнения о причинах бездомности, отношение респондентов к бездомным животным, оценка потребностей в сервисах по уходу за животными и т. д. Данные социологического опроса могут быть полезны в работе волонтеров, некоммерческих организаций и органов государственной власти.

The article discusses the peculiarities of relations and views of the young generation as a social group of the population on the formation of national development projects of the Republic of South Ossetia. The social situation of young people and existing problems in this field in the context of post-conflict society, their perceptions of the development of economic and political processes and statehood in the "unrecognized republic" are analysed. The attitude and, thus, the influence of young people on the construction of the identification and value bases of South Ossetian society after the 2008 armed conflict and recognition of the independence of the Republic by Russia and a number of other States of the world are shown. The work analyses the possible projects of national development of South Ossetia and the perception of youth of the process of their formation: the construction of an independent state, the development of integration processes, associated relations with Russia and reintegration policy with Georgia, as well as the implementation of the European Union program "Involvement without recognition" in the territory of South Ossetia. The author of the article explores the possibilities and problems of implementing these directions of development of South Ossetia at the present stage.

The problem of studying the characteristics and capabilities of the formation of values related to social peace in preschoolers. The essence of the value relations of preschool children to the social world, its importance for the development of the child, the possibility of developing technologies related to the for-mation of the value of social reality for children preschool age in the process of cognitive activity.