Value System Of Society Research Articles

Influence of sociocultural factors on the development of sports

Sport is a complex and contradictory phenomenon of our time. The relevance of this study is due to the need to answer a number of questions related to determining its place among the values of modern society and person, identifying the possibility of realizing the humanistic potential of modern sport, as well as the most significant problems of its development in the context of globalization. These questions are related to the study of the influence of sociocultural factors on the development of sport. The purpose of this article is to study the influence of national traditions, the social structure of society, as well as globalization processes on the development of sport. It is shown that sport is a reflection of the national systems within which it developed. It is noted that the essence and significance of sport changes under the influence of sociocultural factors. Sport not only reflects a certain value system of society, but also popularizes and strengthens it. It is able to form its own subculture, values that differ from the generally accepted ones, from the values of other components of the sociocultural system. It is shown that modern trends in the sport development such as individualization, massification, desacralization, rationalization, and universalization are consistent with the main provisions of the concept of global development of A. de Benoist. It is emphasized that in the context of globalization, the values of traditional sport are being transformed, which leads to the dehumanization of the sport movement, the dominance of a technocratic style of thinking, to the politicization, commercialization of modern sport, the use of doping to improve sports results, etc. The globalization of sport has become a kind of cultural intervention that encroaches on national traditions and foundations. The positive and negative impact of mass media on the sport development is noted. On the one hand, they promote popularization of sport, and on the other, turn it into a consumer product. The subject of sale and consumption now is not only a sport spectacle, sport equipment, but also the athletes themselves, their image, lifestyle, and moral principles. It is hoped that the formula “unity in diversity” will become a natural axiom not only for the development of sport, but also for the whole of humanity

IMPROVING THE ENTERPRISE SOCIAL POLICY MANAGEMENT SYSTEM

The article examines the social policy of the enterprise, its purpose and means. The tools for implementing social policy as components of its mechanism are identified. Factors influencing the formation of the social policy management system of the enterprise are considered. The definitions and main elements of the mechanism of realization of social policy of enterprises are specified. Recommendations for improving the effectiveness of social policy of the enterprise are offered. The structural-logical model of the system of formation, effective provision and increase of the level of social policy of the enterprise is developed. Within the framework of our research, we will focus more on the problems of improving the internal corporate social policy. When examining the incentives and functions of the provision of voluntary social services by an enterprise, many different points of view can be found. On the one hand, it is believed that the traditions that motivate managers to socially protect workers in their enterprises have been inherited from the planned economy. At that time, against the background of insufficient provision of the entire population of the state with a number of material and social benefits, managers tried to provide employees with the necessary level of social protection at the expense of the enterprise. Social policy at the enterprise should be based on the following principles: consideration of material and non-material needs and interests of employees; availability and publicity of the company’s expenses; economic feasibility in terms of costs and benefits; absence of duplication of social needs, which are sufficiently satisfied by state or other public institutions; taking into account the growing living standards and value systems of society.

Соціальні та економічні цінності українського суспільства

The article attempts to demonstrate the conditionality of the values of Ukrainian society by the real socio-economic and political processes in the state. Using the results of the World Values Survey conducted in 2017-2020, the indicators of Ukraine's development, the existing socio-political context, the author summarized the following: value orientations of society – both stable and dynamic, so they can both measure the state of society and litmusize its demands and needs for effective public policy; in times of serious challenges, society is able to accumulate internal resources and demonstrate unexpectedly rational (instead of traditional) responses to unprecedented challenges. For example, increasing the feeling of security during the war or a positive assessment of financial situation and well-being in the context of pandemic and lockdown; the values acquired over the years since the Revolution of Dignity bring Ukrainian society closer to the highly developed in economic, interpersonal, legal sense of European societies. It is determined that the analyzed indicators of Ukraine's development as a welfare state indicate extremely low, distorted, one-sided positive trends. Contradictory and very slow departure of society from post-Soviet orientations in the areas of political system, economy, formation of relations between the citizen and the state is compensated by the value approach of Ukrainians to leading European countries in tolerance, financial security and responsibility for their lives and well-being. Therefore, in the context of the systemic crisis in Ukraine, society is in a state of balance between the values of survival and self-expression – absolutely logical, and the movement – both relative to 2011 and in comparison with European countries in general – towards democratization, widespread perception of secular and rational values. is evidence of the completion of the process of transformation of post-socialist Ukrainian society and its entry into the group of highly developed European countries. It was stated that post-socialist influences and the instability of Ukraine's economy and position in the international community determine the presence of Ukrainian society on a shaky balance of survival and self-expression values

До проблеми формування культури спілкування майбутніх педагогів: історія та сучасність

The article reveals the problems of forming a culture of communication of future teachers in the historical context and at the present stage of development. As a result of the analysis of the scientific literature in the course of work the concepts of communication and culture of communication are defined. The functions of communication between teacher and student are singled out. The specifics of management of professional training of future teachers, which is determined by the understanding of the essence of their professional culture, and is determined by value orientations in society, psychological, pedagogical and professional knowledge and skills, moral and ethical, motivational and volitional and reflexive-communicative qualities, communication culture. Approaches to managing the formation of communication culture of future teachers are analyzed.

Transnational Values of the Globalization Age and Problems of Transnational Identity Formation

The article reflects the results of a study of the formation of transnational values during the period of rethinking the value orientations of society in the era of globalization and a new model of transnational identity. The article presents comparisons and parallels that reveal transnational values. It is shown that against the background of the aggravation of the crisis in relations between the Western and Russian worlds and complications of national socio-economic development associated with the consequences of the pandemic, the transition to a rethinking of the value picture of the world is especially relevant. The identification of transnational values contributes to the determination of transnational priorities and transnational identity that replace the national idea in a globalized community.

Reforming education and science in Russia as manipulating with the mass consciousness

The technique and methods of manipulating with the mass consciousness started to attract the attention of researches at the latter half of the XXth century, although the practice of such forms of influence on the mass audience existed almost at the earliest stages of human development. Paralogisms as a way of rhetorical influence on the listener were specified by Aristotle, who dedicated his students into the sacraments of exposing false arguments and other manipulative techniques with which the speaker is working with the audience. The modern manipulators are actively using both ancient and modern methods of influencing the mass consciousness. Researches of various specialties were describing and exposing them: among them sociologists, psychologists, political scientists, and journalists. In the present work the author demonstrates how through the usage of the ancient archetypes of the collective unconscious, as well as new manipulative practices (that were invented for the unhindered sale of goods and services that can guarantee getting of surplus profits) large capital holders are seeking for changing the value orientations of society, that leads to the reformation of the various social institutions. These reforms are causing the irreparable damage to the majority of the country's population, are infringing rights and social privileges, but allow to the financial and industrial syndicates to establish the full control not only over wallets, but also over people's minds. Manipulations of consciousness, conducted through the media, are making large social groups of people to vote against their own interests. The result of the reforms is not only the impoverishment of the citizens, but also the huge change in the appearance of the cultural elite. A significant help to manipulators in achieving their goals becomes the digitalization of all aspects of social and cultural life.

HI-HUME TECHNOLOGY IN THE PARADIGM OF VALUE TRANSFORMATIONS OF SOCIETY

The purpose of the articleis to investigate the essence and manifestations of the influence of hi-hume technologies on the value orientations of society and in general and the transormation of the value paradigm at the present stage. The research methodologyconsists in the application of analytical, axiological, culturological approaches in the study of hi-hume-technologies as one of the fundamental factors of transformation of socio-cultural reality and its value-semantic definitions. The scientific novelty of the workis that for the first time the essence of hi-hume technologies in the culturological aspect and as a factor influencing the transformation of valuesof modern society is analyzed and studied. Conclusions.Technoevolution of the XXI century. has a comprehensive impact on man and is one of the most important parts of human progress. Technology as an external inorganic human organ and the continuation of biological sensors has become a mediator that creates a new environment for humans. Postmodern and global transformations have led to a crisis in the axiological sphere, associated with the search for new values for the development of society and the reassessment of existing meanings and values. The transformation of values in the process of historical development of society is that the values that were formed and dominated at a certain stage of social development, later proved incapable due to new social requirements. The transformation of core values changes people's attitudes towards power, religion, politics, gender roles and norms, where there is both continuity in the preservation of certain values and an unstable balance between traditional and new pragmatic valuesthat ensure success and material prosperity. Hi-hume technology at the beginning of the XXI century. become an intellectual resource that allows not only to study and predict various social changes, but also provides effective tools for providing effective management influence on social space and obtaining a predictable social result.

Концепт духовность в русской языковой картине мира: светский и религиозный компоненты (по материалам толковых словарей современного русского языка)

Statement of the problem. The article examines the content of the spirituality concept, formed by the explanatory dictionaries of the modern Russian literary language; the change in its (concept) functional-stylistic lexicographic qualifications as a reflection of the change in value orientations in society. The purpose of the article is to study the lexicographic history of the spirituality concept in a comparative analysis of different dictionaries. The research methodology is based on the comparative method, contextual and, above all, lexicographic analysis of the main explanatory dictionaries of the Russian language. Research results. The study showed that there is no strict unification in the interpretation and functional-stylistic qualifications of the concept under study in the explanatory dictionaries of the Russian language. Conclusions. In modern domestic explanatory lexicography, there is no unified approach both to understanding the content (interpretation) of the spirituality concept, and in its functional and stylistic qualifications. The author’s contribution consists in a large-format (all the main explanatory dictionaries of the modern Russian language) and a very detailed study, which has not been carried out earlier in relation to this very concept.

Perspectives on formation of medical cannabis market in Ukraine based on holistic approach

BackgroundNowadays, medical cannabis still remains inaccesible for patients in the former Union of Soviet Socialist Republics (USSR). Even registered medicinal products based on herbal or synthetic cannabinoids, like Sativex, are practically unavailable due to their high cost and narrow scope of application (for example, in Lithuania). However, before the absolute prohibition of medical cannabis in the USSR, in line with Single Convention of 1961, the State Pharmacopoeia of the USSR (eighth edition) published monographs on such medicinal products as “Herba Cannabis indicae”, “Extractum Cannabis indicae spissum” and “Fructus Cannabis”, which could be prescribed by physicians with precaution.ObjectivesFormation of a holistic approach aimed at the creation of appropriate conditions for the development of medical cannabis market and the improvement of life quality and health of Ukrainian patients.MethodsWe analyzed legislation and regulation mechanisms for medical cannabis in the USSR, and the present availability of these products for patients in the former USSR, such as Lithuania, Georgia, Estonia, Russian Federation, and Ukraine. Four hundred thirty-five Ukrainian pharmacy students participated in the quantitative analysis (a survey) that took place on April–May, 2019 at Bogomolets National Medical University (Kyiv, Ukraine). They were surveyed about legalization of medical cannabis in Ukraine, advisability of including cannabis and cannabinoids related data into educational programs, and other issues. Qualitative analysis we applied consisted of the stakeholder analysis and Strength, Weakness, Opportunity, and Threat (SWOT) analysis. We classified the key stakeholders into the patients, healthcare professionals, legislative and regulatory bodies, pharmaceutical companies, pharmacies, etc., and ranked them based on their power and interest in the development of potential medical cannabis market in Ukraine. We also identified their expectations and goals. SWOT analysis allows us to evaluate predictable risks and opportunities, as well as strong and weak aspects of the effective development of medical cannabis industry in Ukraine.ResultsAccording to the survey among pharmacy students, about 80% support the legalization of cannabis for medical purposes. However, two-thirds of them think that there is a risk of illicit turnover. Nearly half of the respondents are not informed or poorly informed about cannabis therapeutic properties. At the same time, nearly 90% consider that materials on medicinal properties of cannabis and cannabinoids should be included in the training program. Nowadays, such stakeholders as legislative and regulatory bodies have the highest power over the development of potential medical cannabis market in Ukraine: more than two million Ukrainian patients still cannot access an effective cannabinoids based treatment. There are over 20 thousand children among them suffering from drug-resistant epilepsy due to the lack of adequate legislation. Moreover, a lot of stakeholders with high level of interest, such as growers, manufacturers of cannabidiol (CBD) products, pharmaceutical companies, pharmacies, higher education institutions, even scientists and healthcare professionals are still waiting for the legalization of cannabis for medical and scientific purposes in Ukraine. SWOT analysis shows that present business structures, educational and scientific institutions, regulatory bodies, and the competency of domestic specialists are strong enough to develop a new market of cannabis-based medicinal products in Ukraine. However, a long-term ban on medical cannabis requires more time for creating the entire ecosystem. This market can be quite attractive in Ukraine. It is characterized by high growth rates, low entry barriers and a substantial demand. Yet, its advancement depends significantly on the appropriate regulatory framework, high level of awareness among health professionals and society as a whole, and involvement in scientific study to become a part of the global medical cannabis market.DiscussionThe holistic approach is aimed to improve health and life quality of Ukrainian patients through cannabis-based medicinal products. It consists of three components: changes in legislation and regulation procedures; changes to value orientations in society; observance of stakeholders’ interests and purposes. Specific recommendations are worked out to realize this approach in Ukraine.

Agency as an Actual Object of Statistical Research

Today, issues of discrimination against people by age due to the aging population of most European countries attract the attention of world and domestic science and are a controversial and multifaceted problem of a social, economic and moral nature. In this context, the consideration of ageism as an independent and peculiar object of applied research is undoubtedly of great scientific and practical interest. A review of points of view on the category of “ageism” gave reason to believe that today there are a number of “white spots” and gaps of a methodological nature that do not allow us to fully and statistically correctly characterize the state and characteristics of age discrimination as a social problem, but also to interpret the available data, to create a reliable picture of the world in relation to the transformation of the value orientations of society.

DEVELOPMENT OF INFORMATIONAL AWARENESS AMONG STUDENTS UNDER THE CONDITIONS OF DIGITAL EDUCATION IMPLEMENTATION IN YAKUTIA

This study was aimed at determining the effectiveness and potential of pedagogical education to develop informational awareness among students under the conditions of educational digitalization in Yakutia, also known as the Republic of Sakha. The problem was investigated primarily through an analysis of the theoretical viewpoints put forward by foreign and Russian researchers on issues regarding updates to education in the informational education space. The loss of moral and value orientations in society and the upbringing amid this backdrop of an entire generation of youth, who are currently becoming educators of a new rising generation, cause societal apprehension and highlight the need to find a solution. Correspondingly, this research probed into the effectiveness with which the following requirement is implemented in the chosen context: capitalizing on the potential of ethnic pedagogy in advancing the evolution of students’ ability to discern and adequately assess the effects of informational environments on youth development. A pedagogical experiment was conducted at the M. K. Ammosov North-Eastern Federal University to examine initial concepts regarding the fulfillment of ethnic pedagogy’s prospects for enhancing the educational value of academic activities in the university. More than 500 students from different colleges and faculties, as well as lecturers who are involved in extracurricular activities, took part in the experiment. The study treated updates in service of the potential of ethnic pedagogy to mold the young generation under the digitalization of the educational process in a regional university as scientific results. The practical significance of the study was established in consideration of the characteristics of media influence, Internet addiction, and psychophysiological stress and in accordance with the requirements of the newly instituted Federal State Educational Standard 3++ (FSES 3++). The obtained methodological and technological data on the development of informational awareness among students can be used in explorations into other areas of education

Features of law enforcement in the conditions of digitalization of social relations

The aim of the research is to analyze the impact of modern digital technologies on the application of legal norms. In the article the question of the influence of modern digital technologies on law enforcement is considered from the standpoint of modern post-non-classical methodology, first of all, constructivism and anthropocentrism as directions of sociological jurisprudence. Law enforcement activity is investigated as part of the mechanism for the reproduction of law as an important element of the construction of social reality. It is shown that the subject of law enforcement activity, actions that are determined by many factors including legal consciousness, plays a determining role in law enforcement. Digitalization affects the individual and collective legal consciousness of the subjects of law enforcement, thereby affecting the nature and results of law enforcement activities. Digital reality also affects the existing system of values in society, which also inevitably affects law enforcement. The article also examines the impact of digital technologies on existing law enforcement procedures and on legal techniques. A significant change in these parameters is predicted due to the prospective emergence of digital law as a new, more flexible form of law. The digital law will become an interactive legal act, which has the ability to adjust to the requests of the subjects in specific legal relations. It will radically change the idea of legal technology, as it will be created with the help of digital crowdsourcing. At the same time, the application of the norms of digital law carries certain risks, which are also investigated in the article. Another important area of influence of digital technologies on law enforcement is associated with the automation and algorithmization of the legal sphere, as the introduction of digital technologies in the law enforcement process involves the use of robots and artificial intelligence. In this regard, the problems and risks of algorithmization of law and providing robots elements of legal personality are analyzed. The article concludes that modern digital technologies in general can change the importance of law in the system of regulators of public relations, and reduce the role of legal regulation and, as a consequence, the importance of law enforcement.

ЦЕННОСТНЫЕ ОСНОВЫ ПРОФЕССИОНАЛЬНО-ПЕДАГОГИЧЕСКОЙ ДЕЯТЕЛЬНОСТИ ПРЕПОДАВАТЕЛЯ ВОЕННОГО ВУЗА

A number of requirements are imposed on the activities of teachers in military schools due to certain restrictions, official relations, which are based on the principles of centralization and unity of command. The purpose of the study is to determine the value foundations and value-semantic components of professional and pedagogical activity of a military university teacher. A theoretical study made it possible to establish reasons that affect the activities nature of a military university teacher. They are associated with a change in value orientations in society and the army. The rethinking of the traditional values of military service and officers is indicated. For the successful organization of professional and pedagogical activity of military university teachers, understanding of changes in norms, values, discourse and military professional and pedagogical activity is also required. The importance of the teacher’s personality, his unique professional and human qualities, as well as those values that he himself follows and broadcasts to cadets is emphasized. The results of axiological analysis show that the values of professional and pedagogical activity of teachers of a military university are a well-established system of attitudes, informed representations, which ensures the choice of strategies for professional behavior of teachers of a military university, its stability and continuity. This system is holistic in nature and acts as a cognitively functioning system that determines the relationship between the prevailing views on the problems of military education, the requirements of military service and the teacher professional and pedagogical activity. Under the conditions of irreversible axiological changes, the work of a teacher at a military university is becoming more and more complicated. Values are manifested in the style of teachers professional and pedagogical activity, the nature of the relationship built by teachers. The values of professional pedagogical activity are formed on the basis of ethical standards, moral and ethical guidelines, attitudes that exist in the professional pedagogical community of military university teachers.

SUBJECTIVE PICTURE OF MOTHERHOOD IN RUSSIAN AND FOREIGN STUDIES

The relevance of the article is due to the fact that the variety of research approaches and data obtained make it difficult to form a holistic picture of motherhood as a phenomenon of a woman’s inner world. Scientific ideas about motherhood present a necessary basis for the formation of the demographic policy of the state, for the strengthening of family values in society and for the education of young people. The purpose of the article is to analyze and summarize modern studies concerning various aspects of the subjective picture of motherhood, to identify its main components, to comparatively analyze the determinants of the formation of a picture of motherhood, to describe the diversity in the ideas of motherhood. As a result of the analysis of Russian and foreign studies, the similarities and differences in the interpretations of many aspects of motherhood and the conditionality of the subjective picture of motherhood by a number of socio-cultural factors are described. The leading factors of readiness for motherhood, connection with childhood experiences, social ideas about motherhood, cultural and historical context of family life are reviewed. The article describes the woman’s ideas about herself as a future mother, emphasizes the influence of relationships and emotional atmosphere in the parental family, the importance of identification with her own mother and her position in child-parent relationships. The peculiarities of accepting the role of the mother, the reasons for the deviations from the main role and conflicts of a woman as a result of the discrepancy between her behavior and the established (by society, others, family members, herself) role models are highlighted. Attention is payed to the results of empirical studies showing the possibility of harmonious coordination of a woman’s maternal self-realization with other forms of self-realization. It is concluded that cultural traditions, the dominant value orientations in society, ideas about personal success, career, well-being have a significant impact on the subjective picture of motherhood but interpersonal relationships in a close social environment are of predominant importance. The subjective picture of motherhood can be viewed as part of a woman’s attitude and worldview. It changes under the influence of life plans and circumstances, numerous external and internal factors.

Художественные реконструкции Великой Отечественной войны в современной массовой литературе

Variants of artistic reconstruction of the events of the Great Patriotic War in modern mass literature are considered. The material is multi-genre texts of the 2000s: an alternative version of the history of the Great Patriotic War, free-thinking fantasies in a mystical spirit, a postmodern historical melodrama, a fantasy novel, a military-fantasy action movie. Particular attention is paid to the national bestsellers of the 2000s: novels by A. Turgenev (V. Kuritsyn) “Sleep and Believe: Blockade novel” and I. Boyashov “Tanker, or “The White Tiger.” It is shown that A. Turgenev in his work combines the legends of the besieged time with the cliches of a spy novel and love melodrama, I. Boyashov is the author of the story of the duel of a Russian tanker and a German miracle tank in the form of modern fantasy. The article affirms the idea that with the leave of the generation of front-line soldiers, the war moves from living memory into a repository of plots and images for literature and art, and becomes fertile material for constructing a different reality. It is hypothesized that mass literature, reconstructing the facts and events of the recent past, is involved in modeling and rethinking the ideological and value orientations of society and the formation of a new identity.

Inclusive modernization and contradictions of value change in East European countries in 1990-2000s

The paper aims to acquaint Ukrainian sociologists with the research findings regarding modernisation processes and changes in value systems, which were happening in post-socialist countries of Eastern Europe during profound societal transformations of the 1990s and the first half of the 2000s. The analysis demonstrates that modernisation is a permanent, relative, non-linear and antinomic process. Antinomies of modernity are linked to the emancipation process and the corresponding change in value orientations in society. Emancipation, which is unfolding against a backdrop of improving the quality of life, is accompanied by the rise of personal responsibility for choices being made, as well as by threats to individual freedom. This brings into sharp focus the inclusiveness of modernisation. On the other hand, unfavourable socio-economic environment along with declining sense of existential security may lead to de-modernisation, which is coupled with shrinking tolerance and dwindling willingness to accept others, receding trust in democratic institutions, disruptions to rational communication in society, weaker support for emancipative values and adherence to materialistic ones. The estimate of effects related to a certain historical period and generational turnover through intra- and inter-cohort components of social change, which was made using statistical modelling, has shown that socialisation is a key factor explaining continuity of the modernisation trend — since there are cohort differences in value orientations formed during a gradual improvement of the quality of life in the preceding period. In 13 post-socialist countries, there is a tendency for emancipative values to spread due to socialisation; however, in a few of them a statistically significant inter-cohort component is combined with adverse contextual factors. Thus, even though European integration has proved to be quite an effective strategy for modernisation in most post-socialist Eastern European countries, it is not an irreversible process. Such a perspective helps to better understand the contradictory nature of transformations taking place in Eastern Europe, particularly in Ukrainian society.

New paradigm of social development in the context of digital economy

The relevance of the research is connected to the fact that in the context of the coming era of the industrial revolution 4.0, the globalization of the economy is the irreversible process that it involves more and more countries, regions and peoples. The authors guess that the digital economy is one of the consequences of the globalization of the world economy. The key idea consists in the suggestion that the digital economy constructs a basis for shaping new type of global human civilization. The goal of the study is the interdisciplinary analysis of the impacts of the digital economy on changing the paradigm of social development. One of the important results of the research is the thesis that the increasing the influence of the digital technologies on the social and economic life of people are changing model of thinking and behavior of contemporary peoples. The authors come to the conclusion that in the space of the digital economy the information and communication technologies contribute to break the traditional value system of society. The authors note that such values as information, mobility, speed, sociability, comfort, time saving, quality of services-begin to dominate the consciousness and behavior of a person in the context of digitalization of socio-economic life. It is revealed that these values are included in the field of the philosophical concept of pragmatism. These values are focused on obtaining mainly material benefits. The authors substantiate the need to develop the academic discussion about the risk of leveling traditional spiritual values, which for centuries were formed the meaning and value of human existence in society and nature.

DETERMINANTS OF TRANSITIONAL PROCESSES IN MONTENEGRO - GENESIS AND CONSEQUENCES OF MANAGEMENT ASPECT

All post-communist countries, or post-communist countries who have faced or have been faced with the process of changing the value system, that is, the changes that affect all the pores of society and, rightly, we can conclude that these changes have the character of revolutionary ones. The different flows, the consequences and the duration of these processes in different transitional societies become significant indicators for the analysis of the determinants that determine its character.The main purpose of this paper is to present the key determinants, the determinants that define the character, essence and in the final attempt to answer the question of the inadequate long duration of this process. It is obvious that Montenegrin society entered the process of transition, perceiving superficially its essence and depth, considering as the fundamental and only important determinant of that process the change of ownership, or title of ownership. After almost three decades, we conclude that the Montenegrin society and the Montenegrin economy are in the process of transition, while at the same time we have the fact that social property has not existed for decades, and that it has received its titles either by state or private.We have not accidentally noted that the transition is a change in the value system of society, which is comprehensive and represents its fundamental determinant. The value system of society is essentially the expression and reflection of cultural determinants and values that are deeply ingrained and exist in its own identity. Thus, the culture of a society, its heritage, is a key determinant for the success and speed of all other processes of whatever character they were.The entry of Montenegrin society into the transition process did not imply the imposition and adaptation of the measures and procedures of transition, but the mere copying of models that were applied or applied with more or less success in other countries that do not have almost any common determinants with the Montenegrin cultural or value system.Thanks to comprehensiveness, scope and ultimate goals, the process of transition in this paper is seen as a process of radical revolutionary value changes and we see it as a condition of building a new value system on the foundations of the ruins of the old socio-communist ideological project. Our approach is essentially economically, and less sociologically, and we risk that many sociologists will not agree with it.

CONCEPTUAL AND VALUE-BASED ARCHETYPES OF “HAVING” AND “BEING” IN SELF-REGULATION OF ADVERTISING

The publication is devoted to actual problems of theory and practice of self-regulation in the process of formation and implementation of state policy in the field of advertising, which, as part of the information space and mass culture in many countries, influences the formation of value orientations of society. The problem of conceptual bases of management and regulation of the advertising sphere, the correlation of state regulation and self-regulation continues to be relevant for many countries, including European countries. The article deals with the social aspects of self-regulation in the context of the value-semantic archetypes of “having” and “being” from the point of view of the social concept of E. Fromm. Are generalized the particular methods and forms of effective self- regulation in European states, the experience of “having” and “being”, which affect both the functioning and development of self-regulation, and the level of corporate social responsibility of the advertising business, is substantiated. It is shown that the achievement of harmonization of relations between the advertising business, society and the state requires the transformation of the priorities of advertising self-government from the protection of corporate interests to cooperation with society. Some methods and forms of effective self-regulation in European states are generalized, the experience of which can become reference points for both the European advertising community and the global advertising industry. The author substantiates the conclusion that creative possession, when the subjects of advertising self-government have an active motivation of “being”, which supplements and does not exclude the corporate interests of “having”, influences the formation of effective self-regulation in the sphere of advertising.

The investigation of didactic aspects of developing students’ english speaking skills at higher art schools of Ukraine

The didactic principles of training and development of another language speaking skills of the students of higher art school are analyzed in the article. The dependency between the changes of value orientations in society and content of teaching-professional themes was outlined, the relation between the notions “communication” and “intercourse” and their role in communicative interaction was indicated. The main aim of research is in the analysis of the features of didactic aspects to facilitate and accelerate the comprehension of language by students of the higher art schools. The author underlines that communication is an important condition in the process of formation and development of both society and person. At the same time communication is the base of consciousness, cognition and social interaction for the solution of actual problems of reality.The series of didactic principles were separated: 1) improvement of teaching method by reorientation from pragmatic to communicative one; 2) modernization of the content of educational material; 3) guaranteeing of connection between teaching and extra-teaching activity in the process of speaking skills and abilities formation; 4) proper training of students for computer study and testing; 6) guaranteeing of integration of multicultural information with the main program material of professional academic disciplines.The author makes the conclusion that the observance of didactic principles in the study improves the quality of mastering English language by students and favors their ability to communicate