Suchergebnisse

Years of social, economic, and political changes have resulted in intensive and extensive migration activity. The appearance of compelled and voluntary migrants has brought about the development of a new direction in social psychology: the psychology of migration. Many disciplines are connected with the study of migration, the problems of migrants, and adaptation processes. In the social-psychological literature, various models of adaptation to new conditions of a social-cultural environment are considered (I. Jasinskaja-Lahti, K. Liebkind, J. Berry; S.-K. Lee, J. Sobal, E. Frongillo). Various social-psychological features of migrants are studied: for example, ethnic identity, characteristics of psychological adaptation, emotional well-being, and mental health. In the Russian scientific literature the following problems are considered: emigrants' interactions with representatives of foreign cultures (N. S. Khrustaleva), degree of cultural similarity (T.G. Stefanenko), personal features of emigrants (S. h. Schwartz, E. Prince-Gibson), features of ethnic identity (G.U. Soldatova, S. D. Gurieva), and many others. In Russia, research regarding the influence of the social-cultural environment on processes of adaptation were begun only in 2004. The main objective of our study was to identify psychological mechanisms of migration flows (incoming and outgoing) as indicators of sociopolitical and psychological stability in the Pskov Region. Participants in the study were citizens permanently residing in the Pskov Region who by age and social characteristics represented the population structure of a part of that region. In total, 52 persons aged 17 to 69, with an average age of 42.3, participated. The technique used was focus groups. A content analysis was made of the answers received in the focus-group sessions. During these sessions, participants could freely share their views on questions asked by the facilitators who had a college-level psychological education. In each group, two facilitators worked cooperatively. One facilitator was in charge of group dynamics; the other was in charge of asking all the questions covered as well as of keeping track of all the substantial aspects of the conversation. This arrangement encouraged the participants to discuss issues of the region in an open manner. The findings allowed us to classify all the migrants and potential migrants in the Pskov Region according to their reasons and motives for migration. For example, in the Plyussa settlement, which is "depressed" and remote from the region's center, migrants seek to escape their extreme poverty and unemployment; they can be called "survival migrants." In the "favored" central area, the city of Pskov, migrants seek to significantly increase their income level and improve their quality of life. We can describe them as "migrants seeking new opportunities." In a border area, the town of Gdov, people living in close proximity to other countries (Estonia, Latvia) compare their financial situation and opportunities with those of their foreign neighbors. Migrants living in Gdov tend to move because they want to avoid an environmental crisis or progressive degradation of the environment, structural unemployment, and poor economic opportunities. We can call them "migrants in search of hope and prosperity." In the Pskov Region, the labor (economic) situation is a typical reason for migration. Migration for economic reasons is a resettlement of people for the purpose of employment and proper remuneration. Labor migration can have such causes as a desire to change one's job, as well as sociocultural, housing, environmental, nature, climate, and other conditions. Without a developed economy and social sphere, regions are able to prevent only elderly or incapacitated people from migrating. To retain the younger generation, it is necessary to inform people of all the possible difficulties that potential migrants may face and to make systematic and large-scale efforts to develop the region, to improve the image of the region (including encouraging the residents to be proud of and to cherish the region's heritage and its people's achievements), and to create a comfortable environment.

The article questions the efficiency of modern social advertising posters. The research aims to establish the reasons for the inefficiency of using precedent texts in social advertising and formulate the requirements that should be followed when using them. The material of the study was a collection of posters used in Russia for social advertising, selected by continuous sampling method from various media banks on the Internet, total of more than 14,000 items. The authors analyzed social advertising posters, of which contain various precedent texts (including the transformed ones). A psycholinguistic experiment was conducted to determine the degree of precedent text recognition in social advertising by recipients. It is shown that most of the precedent texts in social advertising do not meet the requirements for this type of advertising tools: they are not well-recognized; they are often not semantically related to the thesis being promoted; and represented in transformed and parcelled forms, which makes it difficult to identify them. The authors come to the conclusion that in order to increase the impact potential of social advertising with the help of precedent texts, it is necessary to take into account not only the very fact of using the precedent text, but also its place in the national culture. Moreover, constant updating of set expressions in the precedent text bank, addressee's cultural, historical and life experience are to be taken into consideration. It has been revealed that the most efficient source of precedent texts for social advertising posters are the works of art (both verbal and visual), since they allow especially high quality and complete reflection of fragments of reality in figurative form.

The article conveys the need to improve the efficiency of social advertisement. The relevance of the research undertaken is due to the lack of variety and low efficiency of most social-issue related advertisements, placed on posters and billboards, and the requirement for systematic assessment of impact means circulating in advertising. The authors dwell on the analysis of one of the most popular methods of increasing efficiency, namely blending, which is the formation of new words by combining their parts in unusual for the Russian language ways. In advertising this method is used mainly to enhance the expressiveness of the text due to the emergence of unusual associations that are easily created with this technique rather than to name new objects and phenomena. In the field of social advertising, purely graphic blends are distinguished, they are generated by the introduction of various graphic highlights of words or their parts, thus giving the slogan additional meaning; textual-and-graphic blends are constructed by imposing a part of one word onto another; text blends are presented in combining the name of the subject with the evaluative component. The authors also consider it reasonable to single out subject-logical contamination, the case when two completely different images of objects (or word forms) are merged into one image (or word form). Finally, visual blending is distinguished, parts of two objects are combined in one image to create a new image that realizes the idea of a poster; in textual-and-visual blending the meaning of a new combined visual image is explained with the text; lexical blending is formed by combining paronyms (sometimes rather loosely interpreted).