Heuristic Potential of Concepts by G. Hofstede and A.A. Auzan for Studying Binarity of Culture in Armenia and Russia

Abstract

At the present stage of development, culture plays a special role in the life of society as a set of value beliefs and practices, since it is it that shapes the attitude of the population toward the basic rules, norms, and realities, which is somewhat complicated by the spread of polar cultural patterns (binarity) in society. As part of the article, using materials from sociological surveys, we tried to present arguments about how post-Soviet countries are developing in the mirror of the manifestation of binary, which is actively manifested in national culture. In accordance with the theory of A.A. Auzan, we consider binarity culture to be a type of culture built on the structural opposition of the following values: individualism/collectivism, masculinity/femininity, high/low power distance, and tolerance/intolerance to uncertainty. Within Hofstede's theory, aspects such as individualism/ collectivism, tolerance/uncertainty avoidance, and femininity/masculinity are considered. To illustrate the development of binary culture, two neighboring countries – the Russian Federation and the Republic of Armenia – are examined. In the course of the research, we conducted secondary analysis of the data obtained from public opinion surveys in the city of Yerevan (Republic of Armenia) and in the Vologda Region (Russian Federation). Within the examination, practices supporting the populations of two polar types of cultures have been identified: C-culture and I-culture. In conclusion, we present preliminary conclusions about how the signs of polar cultures manifest themselves in Russian and Armenian society. We are trying to substantiate the idea that for the effective development of the state it is necessary that the process of making decisions important for the life of the population (institutional design) corresponds to the cultural needs of the population. Main research conclusion: culture serves an explanatory function, allowing for the identification of the reasons for the success or failure of managerial decision-making.