АРХАИЗАЦИЯ СОЦИАЛЬНЫХ ПРАКТИК В УСЛОВИЯХ ВЫЗОВОВ И КРИЗИСОВ СОВРЕМЕННОЙ РОССИЙСКОЙ РЕАЛЬНОСТИ

Abstract

Objective of the study is the manifestations of the processes of archaization at the level of social practices of modern Russians. The methodological basis of the research. The author holds the concept that the processes of social archaization should be studied not only as a macro-social phenomenon associated with large-scale changes caused by the transformation of society and its institutions, but also at the level of social practices – as their reduction to simpler and more comprehensible patterns of behavior.   Research results. Characterizing contemporary reality as a product of the mutual superposition of the process of mass-marketization of culture and public consciousness, initiated by the industrial era, and the process of growth of consumer value orientations and attitudes generated by post-industrial society, the author concludes that in modern conditions in Russia the trends of demodernization, associated in their genesis with the primitivization of the human inner world and its social expressions, coexist and mutually stimulate each other. The socio-cultural consequences of the industrialization era are expressed in the orientation of mass consciousness toward the reproduction of a standard. At the same time, emphasizes the author, elements of the socio-cultural reality of post-industrial society, in particular, orientation to a high mass consumption standard, loss of labor ethos, individualism, becoming features of mass consciousness, contribute to the trend of demodernization, primitivization of everyday practices. Noting the loss by mass consciousness of the values of traditional culture in their deep substantive content, the author emphasizes the simulacratic, imitative nature of its inherent value orientations. Social practices, to a large extent acquiring the character of imitation, become formal and representative, lose effectiveness, because they are not guided by the values of real creation. Prospects of the study. The outlined approaches to conceptualizing the impact of archaization on the social practices of Russians will make it possible to further investigate the specifics of these social practices in conditions under which the tasks of modernization and renewal are acutely faced by Russian society.