World Trends Research Articles

Вербальные инструменты глокализации рекламных трендов (на примере рекламы российских брендов экокосметики)

In the paper, on the example of the trend towards environmental friendliness, the specifics of the glocalization of modern advertising trends are considered. The authors proceed from the hypothesis that current social trends exploited by advertising discourse should be subjected to national customization. Glocalization is considered as the only way that ensures the effectiveness of global marketing processes. According to the authors, universal trends in different national linguistic and cultural communities will differ: the dynamics of globalization is constantly reinterpreted at the local level, leading to interpenetration of the global and the local. Thus, in advertising discourse, glocalization becomes a communication strategy that enhances the attractiveness of the product or service being promoted. The study of communication strategies used in the framework of adaptation activities in the foreign market is one of the important aspects of this issue, no less important is the consideration of the process of glocalization of global marketing trends – taking into account the value identity of a particular society. Current world trends at the local level undergo cognitive glocalization, which is objectified in language. In the case of the material selected for analysis (advertising of eco cosmetics), glocalization is carried out at all levels of the advertisement text (naming, the advertisement message itself, information on the package, etc.) through certain language tools. So, among the most frequent ones the authors note the use of place names, an appeal to precedent phenomena, stylization as folk poetic speech and some others, more specific means. The material for the study was the names and logos of Russian brands of natural cosmetics (more than 500), as well as more than 130 advertisement and PR texts that position and promote the products of Russian cosmetic eco-brands. During the study, the following set of methods was used: descriptive, analytical, functional, pragmatic, semiotic, complex intertextual analysis, as well as methods of systematization and classification.

Re-Interpretation of Metal(Loid) Concentrations in Urban Soils of Two Different Land Uses by Positive Matrix Factorisation

Positive matrix factorisation (PMF) is a receptor model, which is frequently used in environmental geochemistry for metal(loid)s’ source apportionment in various matrices. In this study, concentration data for As, Cu, Co, Cr, Fe, Mn, Ni, Pb, Sb, V and Zn in urban soils of two land uses (playground and roadside soils) from the city of Bratislava (Slovak Republic) were reinterpreted using the PMF model to quantify the contributions of individual sources of metal(loid)s in soils. Brake and tyre abrasion (27.0%), mixed traffic/industrial sources (14.3%), and natural origin (58.7%) were identified for roadside soils, while mixed traffic sources (28.4%), Cu-specific source (24.6%), and natural origin (47.0%) contributed to the metal(loid) concentrations in playground soils. Factor contributions revealed prevailing non-exhaust sources dominated by Cu, Sb and Zn over mixed traffic/industrial sources in roadside soils, following the world trend. Strong negative correlations of the 206Pb/207Pb isotopic ratio with Factor 1 in both groups of soils, representing traffic and industrial sources, are an evidence of the correct assignment of the obtained factor profiles to the actual sources of metal(loid)s in soils. There were significant differences in the proportion of mixed traffic sources in playground soils among the five urban districts, while the largest proportion of this source was identified in the city centre with the longest urbanisation and industrial history. Error estimation methods (displacement, bootstrap, displacement with bootstrap) proved that the data fit the model well and there was a minimal rotational ambiguity and random errors in the base model run.

Promoting the fashion industry through digital marketing: The relationship of digital marketing strategies to consumer behavior and fashion. & beauty trends

This research aimed to spotlight the role of digital marketing in modernizing the beauty and fashion sector. It sought to uncover the relationship between digital marketing strategies promoting the fashion industry and their influence on consumer behavior. The study also explored how marketing campaigns designed to attract consumers impact the shaping of trends in the world of fashion and beauty. Finally, a SWOT analysis was conducted to discern expected strengths, weaknesses, opportunities, and challenges in this trend. Employing an analytical and descriptive approach, the researcher analyzed responses from 100 consumers and social media followers in the Republic of Iraq. The questionnaire, aligned with the research hypotheses, was divided into four axes. Computer statistical methods, including SPSS ver. 23 and T-test and F-test, were employed to test the relationship between independent and dependent variables. The research verified the hypothesis, establishing a significant relationship between the effectiveness of digital marketing strategies in promoting the fashion industry and their impact on consumer behavior and fashion and beauty trends. The findings suggested that fashion trends positively influence brands in both commercial and digital marketing. The research concluded with proposals advocating for the adoption of innovative and interactive digital marketing strategies in the fashion industry. Emphasis was placed on building relationships through social media, enhancing consumer experiences, and organizing interactive digital marketing campaigns to guide new trends in the dynamic world of fashion and beauty

ON CONTEMPORARY TECHNOLOGIES: HEIDEGGER’S APPROACH

This article aims to examine the issue of technology in the way that technology is currently developing. The main purpose is to analyze modern technology through the prism of the philosophy of the 20th century German thinker Martin Heidegger. The result of the study is a comparative analysis of Heidegger’s idea of technology and philosophy of technology in the age of global technology. Authors conduct an analysis of the influence of technology on the thinking of a modern person as a consumer of technology and as an individual who tries to identify his/her personality despite the influence of technological trends in the modern world.

The Scenario Approach of the Country Investment Policy in the Conditions of Globalization

Considering the particularities of economic development, countries should cooperate and participate in joint projects within regional and international groupings. The paper aims to develop a scenario approach to the investment policy of countries in the context of globalization. Defines how important the investment component of a country's economic development is and justifies why countries are heterogeneous regarding investment attractiveness. To fulfil the main goal the author applies the capital asset pricing model, which is a basic concept in the field of finance. In addition to the main goal, the text of the article systematizes the stages of development of the organizational project scenario, justifies the role of foreign investments in economic development, and analyses world trends regarding changes in the attractiveness of investments. The paper estimates how attractive national economies are for foreign investments as well.

ПЕРСПЕКТИВЫ ПРОЕКТИРОВАНИЯ И ПРИМЕНЕНИЯ МЕХАТРОННОГО СТАНОЧНОГО ОБОРУДОВАНИЯ В ГИБРИДНОМ ПРОИЗВОДСТВЕ

World trends and prospects of development of technological equipment complexes are considered. The applied stages and phases of machining equipment design are analyzed by means of constructing design schemes traditional for machine mechanics. It is proposed to create technological machine tool complexes by layout synthesis with the help of element base, which should contain functional technological and service modules, and the service purpose of the machine tool should include the nomenclature of manufactured surface modules. It is shown that the prospects of application of energy flows for intensification of machining processes should be analyzed at the early stages of design, using thermal and electrophysical criteria to study the emerging relations in the system. It is suggested to start designing mechatronic systems of machine tool complexes from the analysis of structural relations of information technologies in hybrid production including traditional and additive technologies.

РОЗВИТОК ІНДУСТРІЇ 4.0 ТА ЇЇ ВПЛИВ НА ЕКОНОМІЧНУ БЕЗПЕКУ КРАЇН

The digital paradigm of the global economy is being built based on the study of current Industry 4.0 trends. The formation of the digital economy in the relevant areas means the recognition of a certain dependence of the future development of the country and its economic security on the degree of its mastering of innovations and digital technologies.The purpose of the study is to analyze trends in the development of Industry 4.0 on an international scale and establish its impact on the economic security of countries. To solve the set goal, a theoretical research concept of concepts related to Industry 4.0 was formed during the research; the stimulators and destimulators of the transition of the studied countries to the concept of Industry 4.0 are singled out; a SWOT analysis of the implementation and development of Industry 4.0 was carried out and the world trends of the implementation and development of Industry 4.0 were determined. The authors researched scientific publications highlighting concepts related to the definition of Industry 4.0, such as: mass customization, servitization, Logistics 4.0, new systems in the development of products and services, knowledge management, smart product, adaptation to human needs, circular economy, lean production , Recycling 4.0, systems science, flexible manufacturing, smart factory and digital transformation. The experience of the implementation of Industry 4.0 measures in the EU member states is positive, the analysis of which confirms the following stimulators, the emphasis on which is quite appropriate when implementing initiatives in Ukraine: the involvement of industry, cooperation between various participants, the involvement of regional authorities and state funding. The authors carried out a SWOT analysis, which made it possible to determine the strengths and weaknesses, opportunities and threats of economic development in the context of the implementation of Industry 4.0. An analysis of the dynamics of the spread of the Internet among the population in comparison with the size of the population was carried out. An analysis of the number of investments in the development of new Industry 4.0 technologies was carried out. The key features and advantages of economic development in the conditions of Industry 4.0 are revealed. Automation, digital technology and their implementation in all spheres of the enterprise are highlighted Therefore, the activation of the use of the opportunities of Industry 4.0 by the countries of the world to apply the achievements of scientific and technological progress and obtain additional benefits from the implementation of strategies for the digital development of the country's economy. Industry 4.0 requires companies and countries to actively develop flexibility, innovation and innovative thinking in order to always be competitive in the market.

Green University Model – World Trend and Policy Implications for Vietnam

Green university model is now developing dramastically, spreading and becoming a mainstream trend in world higher education. Main features of this trend are universities integrating sustainable development goals into their operations, implementing their mission in building a prosperous and safe society. With key solutions using modern technology and techniques, universities strive to develop smart educational ecosystems, explore natural resources to improve quality of life, and participate in combating climate change, solving ecological problems of resources and human health. A number of green university rankings have been created, becoming a place to encourage the trend of developing green university model as a breakthrough solution for smart universities. Based on the approach of content and trend of green university development, the article presents some recommendations for green development in Vietnamese universities.

Different Trends of World & Ethiopian Local Soybean Based Recipes and Their Health Benefits: A Review

Soybean (Glycine max L.) accounts for 25% of global vegetable oil production. It is a high-protein, high-nutritional-value food that is beneficial for chronic disease prevention and treatment, alleviates depressive symptoms, and improves skin health, fiber, high in calcium and magnesium, essential amino acids, anthocyanin, saponins, lipids, and oligosaccharides. According to epidemiological studies, consumption of soybean based foods provides the advantages of lowering the prevalence of heart disease, reducing the chance of an ischemic stroke, and lowering cholesterol, which reduces the likelihood of atherosclerosis. It is effective against a wide range of malignancies, including breast, prostate, colorectal, ovarian, and endometrial cancers. Soybean recipe have antioxidant properties and helps to ease menopausal symptoms in women as well as lower the risk of type 2 diabetes. Isoflavones, a phytochemical present in soybeans, have numerous health benefits. Soybean recipes (dishes) are created in varied ways and composite ratios in different countries. Soy milk, bread, enjera, tofu and kukis are a few examples in Ethiopia. In all types of the recipes prepared, their nutritional compositions are outstanding and delicious in their tastes. The large population of Ethiopian Orthodoxy Christianity followers are not allowed during seasons of fasting, to consume proteins derived from animals. Hence soybean foods are good alternatives during those fasting days for the problem of protein malnutrition and vitamin A absorption. Ethiopian traditional unique foods like enjera, bread, wot, kitta, biscuit, kukis etc. can be prepared from soybean mixed flour. Owing to its superior nutritional value as a well-balanced diet and several health advantages, we advise making greater use of soybean-based recipes, oils, and products.

Possibilities of using the legacy of Turkic philosophers in the development of the professional personality of future teachers

Relevance. Modern education is a necessary element of society and culture, capable of preserving the socio-cultural features of the country, promoting the development of youth, their integration into traditional culture, helping the younger generation to choose a lifestyle according to the public values. The study covers one of the urgent problems of professional training of future specialists based on Kazakh values, which originate from the legacy of Turkic scholars. Moreover, the study provides some methods, means, and forms of using the legacy of Turkic scholars in the professional training of pedagogical specialists in higher educational institutions of the Republic of Kazakhstan. Purpose. The purpose of the study is to identify the level of use of the legacy of great scholars in the professional training of teachers in higher educational institutions. Methodology. In the course of the study, the following methods are used to solve the tasks and verify the initial assumptions: general logical methods and techniques, theoretical cognition, empirical research, a systematic approach to historical, pedagogical, and logical analysis, generalisation and analysis of pedagogical experience; modelling of pedagogical processes; pedagogical design. Results. The study focuses on the ideas contained in the legacy of the great Turkic scholars on educating the personality of a specialist. The model of the professional personality presented in their writings is considered from a theoretical standpoint. Some effective combinations of world trends with elements of Kazakh ideas in the professional development of future specialists are established. Conclusions. The study determined the level of students' knowledge of Kazakh ideas in the content of academic disciplines, their use in practice. In addition, the study attempted to develop this knowledge through the organisation of various forms of education.

Higher Education Internationalisation in Kazakhstan (2022-2023): Course Continuity or Change in the Focus?

The research aim is to evaluate the changes in Kazakhstan policy of higher education internationalisation due to the international relations transformation since February 2022. The research tasks are to identify the peculiarities of higher education internationalisation in Kazakhstan and to detect its main trends before and after 2022. Based on the definitions of higher education internationalisation formulated by J. Knight, P.G. Altbach et al., authors outline relatively successful attempts of Kazakhstan to follow world trends in higher education. However, research literature analysis suggests that there are still many problems in Kazakhstan higher education the Government is still unable to overcome due to the lack of resources.The authors confidently analyse the legal framework of higher education reform in Kazakhstan and decisively use event-analysis to identify the key characteristics of higher education internationalisation in Kazakhstan since its independence, during 1991-2023. The conclusion was that the country has been on a course of internationalisation since the 1990s, but that until 2010 it had been a point-by-point process. At the same time, a model of importing higher education services, mainly from Russia, was spontaneously formed. Since 2010, the second stage of internationalisation has begun, characterised by a large borrowing of Western models and practices, although the Western direction of interaction in higher education complemented, but did not replace, the Russian one. In 2022, Kazakhstan made an accelerated transition to the third stage of internationalisation of higher education, characterised by distancing itself from Russia, combining imports and ambitions to export higher education, and increasing competition with Russia for applicants.

The World Trends and Patterns of Grain Loss and Waste Research and Their Implications

The World Trends and Patterns of Grain Loss and Waste Research and Their Implications

Academic Integrity in The Age of Artificial Intelligence: World Trends and Outlook for Ukraine from The Legal Perspective

Academic Integrity in The Age of Artificial Intelligence: World Trends and Outlook for Ukraine from The Legal Perspective

Modern Chinese Oil Painting on “Tibetan Themes”

Chinese fine art has undergone a long and painstaking history of the formation of classical writing techniques. However, the globalization processes, which also affected the spheres of artistic activity, influenced the themes of works, techniques and techniques of oil painting in China. Meanwhile, the existential and religious flavor of Tibetan painting, untouched by world trends, has preserved many unique traditional principles of existentialism and worldview concepts that have absorbed the virginity of the spiritual and semantic identity of the people. This phenomenon has attracted a lot of attention from professional artists and collectors of fine art. At the same time, the storehouse of unique Buddhist values and the foundations of the existence of the people of historical Tibet began to attract researchers and artists relatively recently. Namely, since the middle of the last century, eminent masters of the brush have only discovered this “art residence”, instantly capturing the market of connoisseurs of high culture and lovers of painting with their works, gaining their love for Tibetan chronography reflected in modern Chinese oil paintings. The canvases represent the value potential for the historiography of the ancient people, conglomerating the foundations of ontological, ethnic, regional, national and religious traditions of the original style, which determine the semantic value-forming core of Chinese culture. This phenomenon contributes to its continuity and self-identity, despite the influence of Western artists. The development of Chinese oil painting has undergone many collisions, ranging from Westernization, Russification and the consequences of the war with Japan, ending with the discovery of the value potential of the worldview system of the Tibetan people. The recognition of Chinese sovereignty over Tibet allowed China to integrate into its “art workshop” the spiritual and social perspectives of the national identical Tibetan culture, which conquered the art world with its identity. In the process of the formation of oil painting, artists subjected it to nationalization and Sinification, which, through the prism of depicting the realities of Tibetan life, allowed to form an original style of creating works.

Główne przesłanki rekomunalizacji gospodarki wodociągowo‑kanalizacyjnej na przykładzie Gdańska

Purpose – Identifying key reasons for remunicipalisation in the municipal sphere using the example of water supply and sewage management in Gdańsk and assessment of the nature of this phenomenon against the background of world trends. Research method – Remunicipalisation is a little-known phenomenon, therefore the qualitative method was chosen to analyze the reasons for remunicipalisation – a case study using the example of the company Saur Neptun Gdańsk S.A. The qualitative analysis has been complemented by a quantitative analysis of the economic efficiency of water supply and sewage services. Results – Remunicipalisation in Gdańsk had certain features that match world trends: pragmatic reasons and a mechanism based on the expiration of the contract. In many countries, remunicipalisation resulted from disappointment with privatisation. However, the case study showed that this phenomenon is not the opposite of privatisation and neoliberal reforms but is one of public management strategies. Originality/value/implications/recommendations – Remunicipalisation is a phenomenon rarely discussed in subject literature. Understanding the specifics of remunicipalisation in Poland can make a significant contribution to the debate about its importance in shaping the ways in which local governments implement their tasks.

Методическая трансформация в ретроспективе : к 100-летию кафедры иностранных и русского языков

Along with the centenary of the Institute of Economics and Management in Agribusiness, the Russian State Agrarian University – Moscow Timiryazev Agricultural Academy celebrated another notable event in 2023: the centenary of the Department of Russian and Foreign Languages. On this occasion, the authors decided to look back at the vast methodological experience of their colleagues – both predecessors and contemporaries, to analyse the accumulated practices, development trends, etc. Thus, the authors have made an overview of study, reference and teaching books, academic and scientific papers written by the staff of the Department at different times up to the present day. We studied samples of published litherature related to the disciplines taught at the Department, which are directly available at the subscription desk, in the reading room, as well as in the electronic library system of the Central Scientific Library of the University. The changes in the textbooks over time, as well as their dynamic development and improvement, have been traced in the course of the research. As a result, more than 100 textbooks and manuals created by the teachers of the department and published from 1956 to 2024 were analysed. The authors have observed the valuable background of the Department’s scientific literature, the original approach to the selection and presentation of material in accordance with the study areas. On the other hand, the study packs have been constantly completed and supplemented with new types of skill development tasks, expanding the range of diverse learning resources in line with world trends, developing new teaching methods.

INDETERMINATE SENTENCES IN SOVIET LEGISLATION, PRACTICE AND SCIENCE OF THE NEP PERIOD

The article considers the rooting of the institution of indeterminate sentences in the Soviet legal reality of the NEP period. The author draws on a variety of sources, including archival ones, explores normative acts, projects, opinions of the leaders of the penitentiary system of that period. Attention is paid to the opinion of the Soviet scientific community about the institution under study, which followed world trends in criminal law and considered it necessary to adopt foreign advanced ideas in Russia. On the basis of the materials studied, the author comes to the conclusion that during the NEP period, further prerequisites continued to take shape for the institution of indeterminate sentences to be fixed in the criminal and corrective labor legislation. At the same time, a different attitude of the leadership of the NKJ and the NKVD to the correction of the length of stay of convicts in places of deprivation of liberty was revealed. From the point of view of the leadership of the NKJ, such a correction undermined the significance of judicial verdicts. The leaders of the NKVD, on the contrary, attached great importance to the possibility of reducing the term or changing the conditions of the convict’s stay, depending on his social danger. In the second half of the NEP, there was a need to resolve the contradictions between departments and all the prerequisites were in place to finally introduce the institution of indeterminate sentences into the legislation.

Вариативность поверхностных горизонтов почв города Тюмени (Россия)

Urbanization is one of the main trends of the modern world. The growth of the urban population, and, as a consequence, the increase in the area of urban landscapes, leads to a significant transformation of the environment due to comprehensive human economic activity or anthropogenesis. Such changes affect not only natural landscapes as a whole, but also their individual components, such as soil cover. Anthropogenically transformed soils occupy significant areas within urbanized territories. The nature of the anthropogenic impact on soils is determined by the type of land use and is reflected in the profile of urban soils in the form of formation of corresponding anthropogenic horizons or changes in the properties of surface horizons. Field work was carried out within the boundaries of the city of Tyumen (57°09′ N, 65°32′ E), including both the core of dense urban areas and peripheral agricultural and recreational areas. The object of the study in this work is anthropogenically modified soils of the city of Tyumen. The description and diagnostics of horizons and characteristics were carried out on the basis of the “Classification and Diagnostics of Soils of Russia” [2004], taking into account proposals for the introduction of urban soils into the soil classification system of Russia. The research methods included morphological analysis of soils, determination of acidity, organic carbon content by the titrimetric method, soil texture by sedimentation method with pyrophosphate preparation. Statistical analysis of the data was carried out using the STATISTICA 12 “StatSoft” package (USA). The results showed that natural surface horizons are typical only for undisturbed soils of the recreational area. The soils of other functional zones demonstrated signs of anthropogenic impact, which were expressed in the form of changes in both the soil profile as a whole and surface horizon. The direction and intensity of anthropogenic impact correspond to the severity of the transition from natural to anthropogenic landscapes. The reaction of the surface horizons varies from acidic to strongly alkaline. The largest area within the city is occupied by alkaline soils. The Corg values fluctuate within 0.01-22.84%, with an average value of 2.7%. Loamic and siltic varieties predominate, among which silt loams are the most widespread. The composition of the major oxides is consistent with the soil texture. The contents of Fe2O3 and Al2O3 vary between 0.7-7.7 and 1.5-13%, their increased values are typical for soils on cover and loess-like loams. The SiO2 content in most urban soils is 60-70%. Within the urban area of Tyumen, 5 districts are distinguished according to with the morphology and properties of surface soil horizons. In the city center, urban stratified soils on sandy and silty loamy technogenic deposits with elevated pH and average content of Corg predominate. The northern part of the city is occupied mainly by peat soils on the site of mined-out areas of the Tarman bog massif with an alkaline reaction and а high content of Corg. In the western part on the city periphery, agrogenically transformed and postagrogenic soils with slightly acidic and neutral reaction and average content of Corg on loess-like loams can be found. In the northeast of the city alkaline agricultural soils predominate. In the southeastern part within the lacustrine-alluvial deposits, slightly altered soils with low pH values and low Corg content can be found.

Drug Repositioning and Artificial Intelligence: Is It a Promising Approach to be Used for Neglected Diseases?

Drug repositioning involves the use of a determined drug in a different indication and has been widely used for some therapeutic classes. Artificial intelligence, in turn, has been a trend in the modern world of innovation, including in drug design. Those approaches are apparently paradoxical (the former is not considered as properly an innovative method to introduce new molecules/drugs into the market, although the latter is) can be used as complementary. In this review, we present some concepts of both methods, their advantages, possible disadvantages, and some applications in drug design in general to improve different aspects of drug development. Examples of the use of both methods together have been given for many therapeutic classes. Notwithstanding, their application in the search for drugs for neglected diseases, although somehow stimulated, deserves more discussion, mainly in light of the social aspects of these infections.

Ideology and its Influence on Suspense Psychology

From the philosophical point of view, all existing ideologies in the world deserve special attention, because they can be put into practice at any time, which means a total transformation of both individual and social existence. Therefore, the purpose of our article is to analyze the leading ideological trends in the modern world. The human mind is always focused on the search for meaningful ideas, values and guidelines. Society does not agree with primitive existence and continues to seek respectable higher significant foundations of human existence. That is, they create different ideologies. An ideology is a set of interconnected ideas, ideas and beliefs designed to unite people for the sake of living together and acting together. Today we can distinguish both humane and inhumane ideologies. Timely understanding and separation of humane from antihuman destructive social projects is important. After all, the public consciousness often has every chance to master various inhumane terrorist, extremist and marginal ideologies. Thus, every citizen should know that if the proposed ideology requires people to sacrifice their own lives, health, freedom, personal relationships, family or property, it means that from a legal and moral point of view, such an ideology, which would it did not set attractive goals for society, it is completely unacceptable, inhumane. At the same time, when confronted with humane ideologies, we will immediately be able to see that the proposed system of values and the associated changes will not pose any dangerous material or spiritual threat. In essence, the requirements of humane ideologies can only lead to a variety of ideological, intellectual, organizational and other positive changes. A striking example in this aspect is the ideology of the Enlightenment, which aimed to establish equal rights and freedoms of all people, their comprehensive intellectual and spiritual development through quality basic education and upbringing. One of the modern ideologies is the ideology of mass consumption society. It is this utilitarian system of views and values that has led to the premature depletion of resources and the general deterioration of the environment. The ideology of mass consumption society can negatively affect not only the biosphere but also the spiritual sphere of public life. Thus, such spiritual problems as the loss of meaning in life, the general deterioration of social mood, the widespread spread of pessimistic and depressed dark worldviews, social indifference, aggression, etc. have recently become noticeable. Therefore, in order to successfully solve the above complex problems, humanity must find spiritual strength, wisdom and consolidate. Now is the time to look for and find new positive worldview values. Another current ideological trend is the advancement of a new ideology of virtualization of human life, even after the pandemic is eventually successfully overcome and the objective need for restrictive quarantine measures simply disappears. There is ideological pluralism in modern democracies, but this cannot preclude the adoption of some of the most important values and norms without which no democratic society can exist. Such norms also include some axioms of ethics of communication, which provide the possibility of civilized ideological discourse.