понедельник, 16 декабря 2013 г.

COMMUNICOLOGY JOURNAL. SUMMARY OF THE FIRST NUMBER

Contents

Safonov, A.L. Introductory article

Political communication and power

Turchinov,  A.I.  The mutual influence of communication and corporate culture in organizations of the state civil service
Alekseev, Yu. V. Capitalization of human development based on communication resources of new economy
Koksenova,  E.F. Communicative mechanism of the self-organizing political sphere of society

Problems of development and operation of Media Communications

Sharkov, F.I.  and Yudina, E.N. Regulation of relations in the modern media space
Vasilenko, V.I. and Mamedov, R.N. Media security as the subject of scientific analysis
Yambushev, V.Y.  Theoretical and methodological analysis of publications on the problems of leader's publicity capital

Communication: Theory and Methodology

Kravchenko,  S.A. Influence of nonlinear social and cultural dynamics on the risk: challenges  for sociological knowledge
Vasilenko,  L.A. and Gubernova,  M.V. Civil communications and distribution of social roles in the management of socio-epidemic processes

Classic Communication Theory

Fedulova, A.V. and Agapov, P.V. The mass information and communication in postmodern paradigm of w. Baudrillard

Information and communication

Dobrenkova, E.V. Discourse as a communicative experience and verbal communication
Levkina, L.I. Communicative-semantic methodology of research of the modern communities’ evolution
Nechaeva,  I.I.  Sociological information in the personnel evaluation

Ethno-cultural communication

Dmitriev, A.V. and Nazarova,  E.A. Conflict potential of ethnocultural communications in migration field of Moscow
Nazarov, A.D. Modern ethnomigration processes in the system of global public relations: communicative aspect

Communication and Innovation: Practice and Technology

Tot’myanina, J.V. Innovation: from linear to a mental model of information dissemination
Kireeva, O.F. Communicative consulting in the system of communicative management of organizations

Scientific discussions

Methodological seminar "Information and communication paradigm of Russian statehood development" in the frame of a permanent methodological seminar  "Russian statehood in the context of globalization", IGSUP RANE

Testing: publications of the applicants of the Academic Degrees

Efremov, E.A.  The problems of social advertising
Paramonov,  A.P. Social potential and social reserves of the military organization
Shtanko, M.Y. Modern migration communication in Russia: problems and special features.

In the original language

Gwynn, M. Powell. Cross-cultural observation of management in action: collective and individual culture
Sztompka, P. Seminar in visual sociology


THE MUTUAL INFLUENCE OF COMMUNICATION AND CORPORATE CULTURE IN THE ORGANIZATIONS OF STATE CIVIL SERVICE

Author: TURCHINOV A.I.

TURCHINOV Aleksandr Ivanovich, Doctor of Social Science, Professor, Honored Scientist of the Russian Federation, Director of the Institute of State Service and Human Resources of the Russian Presidential Academy of National Economy and Public Administration (IGSUP RANE). Address: 84, Vernadskogo prospect, Moscow, Russia, 119571. Tel.: +7 (495) 933-80-30. E-mail: turchinov-ai@rane.ru

Abstract: the article deals with the interaction of communication, communicative environment and corporate culture in the state authority bodies and public administration. The problem-oriented social research data with the evaluation of the corporate culture level in the state civil service of the Russian Federation and the role of various actors in its development is presented.

Keywords: state civil service, communicative environment, corporate culture, social cooperation, public administration, development of the institutions of the public administration.

References
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CAPITALIZATION OF HUMAN  DEVELOPMENT BASED COMMUNICATION  RESOURCES  NEW ECONOMY

Author: ALEKSEEV Yu.V.

ALEKSEEV Yuriy Valer’evich, Candidate of Psychological Sciences, Professor, …    of the Institute of State Service and Human Resources of the Russian Presidential Academy of National Economy and Public Administration (IGSUP RANE). Address: 84, Vernadskogo prospect, Moscow, Russia, 119571. Tel: +7 (985) 210- 65- 25, +7 (800) 777- 4- 777. E-mail: tohelp@mail.ru

Abstract: in the article author presents the innovation technology of the organization of project development management of human capital. This process is considered as modern development institution, the factor of growth of the national economy, carried out on the basis of changes in macro models of communication in modern society. The paper proposes a model of the system of socio-economic development of areas on a partnership society, government and business in the capitalization of the national economy.
Keywords: human potential, the human capital, human resources, manpower, market capitalization of human potential, the joint stock human capital, personnel logistics, state-private partnership, municipal-private partnership, a national competitive advantage.

References
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2. Alekseev Yu.V. Model' sotsial'nogo partnerstva. // Kultura zdorovoy zhizni, 2005. № 5. [Alekseev, Yu.V. (2005) ‘Model of a social partnership’, Culture of a healthful life, no. 5].
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4. Alekseev Yu.V., Andruschak E.N. Chelovecheskiy kapital i voprosi preodoleniya global'nogo krizisa. // Chelovecheskiy capital, 2009. №3 (11), S. 138–147. [Alekseev, Yu.V. and Andruschak, E.N. (2009) ‘Human capital and ways to overcome the global crisis’, Human capital, no. 3 (11), pp. 138–147].
5. Alekseev Yu.V. Praktika razvitiya chelovecheskogo potentsiala i ego kapitalizatsii. // Chelovecheskiy capital, 2009.  № 4(12), S. 82–89. [Alekseev, Yu.V. (2009) ‘The practice of human development and capitalization’, Human capital, no. 4 (12), pp. 82–89].
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COMMUNICATIVE MECHANISM OF THE SELF-ORGANIZING POLITICAL SPHERE OF SOCIETY

Author: KOKSENOVA E.F.

KOKSENOVA Ekaterina Felixovna, Postgraduate Student of the Moscow State Pedagogical University (MSPU). Address: 4, 2-y Sel'skokhozyaystvennyy proyezd, Moscow, Russia, 129226. Tel. / fax: +7 (499) 956-05-01. E-mail: info@mgpu.ru

Abstract: communicative mechanism of political sphere of society, which is self-organizing system to some extent, is treated in this article.

Keywords: communicative development, communication channels, political discourse, communicative-management process, codification, semantics, mass media, political theory, psychology, public opinion, social behavior, political legitimacy.

References
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REGULATION OF RELATIONS IN THE MODERN MEDIA SPACE

Authors: SHARKOV F.I., YUDINA E.N.

SHARKOV Felix Izosimovich, Doctor of Social Science, professor, Head of the Public Relations and Media Policy Department of the Institute of State Service and Human Resources of the Russian Presidential Academy of  National Economy and Public Administration (IGSUP RANE), Honorary Academic Figure of the Russian Higher Education. Founder of Communicology Science in Russian Federation, President of the International Academy of Communicology. Chief  Editor  of  the Communicology Periodical. Address: 84, Vernadskogo prospect, Moscow, Russia, 119571. Теl.: +7 (499) 956-05-01. Е-mail: sharkov_felix@mail.ru
YUDINA Elena Nicolaevna, Doctor of Social Science, Professor of the Moscow State Pedagogical University (MSPU). Address: 88, Vernadskogo prospect, Moscow, Russia, 119571. Tel.: +7 (499) 245-03-10.
Abstract: the article considers various ways of public relations regulation in the modern media space. The term “media space” was introduced less than five years ago and became one of the most useful terms in many scientific works devoted to the formation, development and usage in mass-media.
Keywords: mass media, modern mass media, media space, information society, political elite, media events, media rituals, communication, the role of media

References
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MEDIA SECURITY AS THE SUBJECT OF SCIENTIFIC ANALYSIS

Authors: VASILENKO V.I., MAMEDOV R.

VASILENKO Vladimir Ivanovich, Doctor of Political Science, Professor, Deputy Head of the Russia Statehood History Department of the Faculty of the State Management of the Russian Presidential Academy of National Economy and Public Administration (RANE). Address: 84, Vernadskogo prospect, Moscow, Russia, 119571. Tel.: +7 (495) 933-80-30. Е-mail: vivasilen@mail.ru

MAMEDOV Ruslan Nuraddin ogly, Deputy Head of the Department of the Governor and the Government of the Moscow Region. Address: 1, Stroiteley bulvar, Krasnogorsk, Russia, 119571. Tel.: +7 (498) 602-32-27. Е-mail: 9248477@gmail. com

Abstract: the article concerns the essence of the “mass media” and the “security of media” concepts in the context of globalization, democratization of social relations, the development of the information society and Internet communications. The term “media” has many interpretations: the mediator, the communication channel, one of the forms of mass culture' expression and development, the analogue of QMS. The authors discuss the patterns and socio-cultural features of the issues of security in order to form defending mechanisms against the dangers of the information environment in relation to the subjects (collective and individual), as well as to the processes of the creation, distribution, consumption and preservation media products.
It emphasized the importance of the personal safety of mediaeducation for the individual, which is based on the principles of self-organization. In this aspect it is important to create the conditions for openness, for forming needs and readiness for self-development, including an understanding of the functioning of media reality, for creating a context of tolerance and transparent interaction in the media.

Keywords: media, security of the media, civil communication, communicative environment, transparency, tolerance, communication network, global civil society, public sphere, the Internet.

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17. Vasilenko V.I., Vasilenko S.V. Vliyanie grajdanskogo obschestva na bezopasnost Rossii v usloviyah globalizacii. Monografiya. M., 2006. 151 str. [Vasilenko, V.I. and Vasilenko, S.V. (2006) The influence of civil society on the security of Russia in the context of globalization, Moscow].
18. Habermas, J. (2006) ‘Political communication in media society: Does democracy still enjoy an epistemic dimension? The impact of normative theory on empirical research’, Communication Theory, vol. 16, no. 4, pp. 411-426.
19. Mueller, M., Pagé, C. and Kuerbis, B. (2004) ‘Civil society and the shaping of communication-information policy: Four decades of advocacy’, Information Society, vol. 20, no. 3, pp. 169-185.
20. Castells, M. (2008) ‘The new public sphere: Global civil society, communication networks, and global governance’, Annals of the American Academy of Political and Social Science, vol. 616, no. 1, pp. 78-93.
21. 21. Vasilenko V.I., Gaichenya I.A., Maran V.L. Informacionnaya bezopaыnost v sisteme obespechenia nacionalnoy bezopasnosti. / Pod obshch. red. A.A. Prokhozheva. M., 2005. 175 str. [Vasilenko, V.I., Gaichenya, I.A. and Maran, V.L. (2005) Information security in the system of national security providing, in Prokhozheva, A.A. (ed.), Moscow].
22. Slovar terminov po mediaobrazovaniiu, mediapedagogike, mediagramotnosti, mediakompetencii. Avtor-sostavitel A.V. Fedorov. Taganrog, 2010. 64 str. [Fedorov, A.V. (2010) Glossary of media education, media pedagogy, media literacy, media competence, Taganrog].
23. Electronnaya Nauchnaya Biblioteca “Mediaobrazovanie”. / Internet resource: http://edu.of.ru/medialibrary [Open Media Education Library, Available: http://edu.of.ru/medialibrary].


THEORETICAL AND METHODOLOGICAL ANALYSIS OF PUBLICATIONS ON THE PROBLEMS OF LEADER’S PUBLICITY CAPITAL

Author: YAMBUSHEV V.Y.

YAMBUSHEV Vildan Yunirovich, Postgraduate Student of the Public Relations and Media Policy Department of the Institute of State Service and Human Re-sources of the Russian Presidential Academy of National Economy and Public Ad-ministration (IGSUP RANE). Address: 84, Vernadskogo prospect, Moscow, Russia, 119571. Tel.: +7 (495) 933-80-30. Е-mail: yambushev@rane.ru

Abstract: the author analyzes the usage of the term “publicity” in the Russian science. It’s necessary to attract attention of researchers to the problem of the chief's publicity capital because it remains poorly studied, and increasing of competition in the management market requires searching new methods of influence.

Keywords: public capital, human capital, publicity, personnel policy, self promotion, branding.

References
1. Ukaz Prezidenta Rossiyskoy Federatsii ot 7 maya 2012 goda № 601 «Ob os-novnykh napravleniyakh sovershenstvovaniya sistemy gosudarstvennogo uprav-leniya». [Decree of the President of the Russian Federation, (7 May 2012), no. 601 On main directions of improving the system of governance].
2. Arutyunov V.V. Pablisiti v sisteme sotsial'noy otvetstvennosti rossiyskikh korporatsiy. Avtoreferat na soiskaniye uchenoy stepeni doktora sotsiologicheskikh nauk, Rostov na Donu, 2005. 36 str. [Arutyunov, V.V. (2005) Publicity in the Russian corporate social responsibility, Rostov na Donu].
3. Sharkov F.I. Konstanty gudvilla: stil', pablisiti, reputatsiya, imidzh, brend firmy. / 2-ye izd. M., 2012. 272 str. [Sharkov, F.I. (2012) The constants of goodwill: style, publicity, reputation, image, brand companies, 2nd edition, Moscow].
4. Available: http://www.ng.ru/scenario/2012-11-27/9_capital.html [1 Dec 2012].
5. Turchinov A.I. Chelovecheskiy kapital kak faktor kadrovoy bezopasnosti gosudarstva i obshchestva. // Chelovecheskiy kapital, 2012. № 9 (45) [Turchinov, A.I. (2012) ‘Human capital as a factor of the personnel safety of the state and society’, Human capital, no. 9 (45)].
6. Alekseyev Y.V. Razvitiye i upravleniye chelovecheskim kapitalom v sisteme gosudarstvennoy sluzhby Rossiyskoy Federatsii. // Chelovecheskiy kapital, 2012. № 9 (45). [Alekseev, Y.V. (2012) ‘Development and human capital management in the public service of the Russian Federation’, Human capital, no. 9 (45)].
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9. Shishkina M.A. Pablik rileyshnz v sisteme sotsial'nogo upravleniya. SPb., 2002. 444 str. [Shishkina, M.A. (2002) Public relations in the system of social control, St. Petersburg].
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INFLUENCE OF NONLINEAR SOCIAL AND CULTURAL DYNAMICS ON THE RISK: CHALLENGES FOR SOCIOLOGICAL KNOWLEDGE

Author: KRAVCHENKO S.A.

KRAVCHENKO Sergey Aleksandrovich, Doctor of Philosophy, Professor, Head of the Sociology Department of MGIMO (MGIMO University). Address: 76, Vernadskogo prospect, Moscow, Russia, 119454. Tel./fax: +7 (495) 434-90-66. E-mail: umosmgimo@gmail.com

Abstract: in the article considers the process of forming a non-linear social reality. Also analyses changes, which are expressed in interaction sociology with other sciences, from whom borrows individual terms and even the concept, that later fills with proper sociological content.

Keywords: social and cultural dynamics, innovation risks, reflexivity, igraizatsiya, dysfunctional, subject index, cultural change, social theory, dynamic systems theory, social-cognitive dynamics, knowledge.

References
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11. Giddens E. Uskol'zayushchiy mir: kak globalizatsiya menyayet nashu zhizn'. M., 2004. 120 str. [Giddens, E. (2004) Missing world: how globalisation is changing our lives, Moscow].
12. Kravchenko S.A. Nelineynaya sotsiokul'turnaya dinamika: igraizatsionnyy podkhod. M., 2006. 169 str. [Kravchenko, S.A. (2006) Nonlinear dynamics of the socio-cultural: organizational approach, Moscow].
13. Toshchenko Zh.T. Paradoksal'nyy chelovek. / 2-e izd. M., 2008. 543 str. [Toshchenko, J.T. (2008) Paradoxical man, 2nd edition, Moscow].
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16. Yanitskiy O.N. Sotsiologiya riska. M., 2003. 192 str. [Yanicki, O.N. (2003) Sociology of risk, Moscow].
17. Yanitskiy O.N. Risk-solidarnosti: rossiskaya versiya. // Inter, 2004. № 2-3. S. 52-62. [Yanicki, O.N. (2004) ‘Risk-Solidarity’, Inter, no. 1-2, pp. 52-62].
18. Mozgovaya A.V. Etnosotsial'naya tolerantnost': vzglyad s pozitsii sotsiologii riska. // Rossiya reformiruyushchayasya: Yezhegodnik – 2003. / Otv.red. L.M. Drobizheva. M., 2003. 379-412 str. [Mozgovaya, A.B. (2003) ‘Ethno-social tolerance: a view from the sociology of risk’, Reforming Russia: Yearbook – 2003, Moscow, pp. 379-412].
19. Tikhonov A.V. Sotsiologiya upravleniya. M., 2007. 472 str. [Tikhonov, A. B. (2007) Sociology of Management, Moscow].
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34. Beck, J. and Young, M.F.D. (2005) ‘The assault on the professions and the restructuring of academic and professional identities: A bernsteinian analysis’, British Journal of Sociology of Education, vol. 26, no. 2, pp.183-197.


CIVIL COMMUNICATIONS AND DISTRIBUTION OF SOCIAL ROLES IN THE MANAGEMENT OF SOCIO-EPIDEMIC PROCESSES

Authors: VASILENKO L.A., GUBERNOVA M.V.

VASILENKO Liudmila Aleksandrovna, Doctor of Social Science, Professor, Deputy Head of the Public Relations and Media Policy Department of the Institute of State Service and Human Resources of the Russian Presidential Academy of National Economy and Public Administration (IGSUP RANE), Honorary Academic Figure of the Russian Higher Education. Deputy Editor of the Communicology Periodical. Address: 84, Vernadskogo prospect, Moscow, Russia, 119571. Теl.: +7 (499) 956-07-01. E-mail: vasilenkola@mail.ru

GUBERNOVA Marina Valerievna, Master’s Degree Student of the Institute of State Service and Human Resources of the Russian Presidential Academy of National Economy and Public Administration (IGSUP RANE). Address: 84, Vernadskogo prospect, Moscow, Russia, 119571. Теl.: +7 (495) 933-80-30. Е-mail: information@rane.ru

Abstract: health issues of the society in connection with the increase of social processes’ complexity in the context of life - forming beginning’s trinity – biological, social and spiritual – are considered in the article.
The term “health” – is a qualitative characteristic of population and basic component of the development of modern society. “Social health” is the ability to harmonize social relations in the society. “Spiritual health” is the presence of free development conditions with regards to morality.
“Socio-epidemic process” is the process of the emergence and diffusion of clinically expressed diseases among the population as well as dissemination of socioinformational viruses: the ideological currents, religious idea, technological innovation, fashion, gambling, alcohol, drugs, etc.
The authors show the meaning of social communications and the communicative environment. Also they show the use of synergy complex of e-government technologies including four levels of complexity (“e-informing”, “e-interaction”, “e-construction”, “e - new communication”) in the management of socio-epidemic processes in context of public communication’s development and social roles’ distribution.
The author revealed the possibility of social organism’s recovery by means of social therapy’s set of methods at three levels of social reality: mega (society, humanity), macro (communities and groups), micro (individuals).

Keywords: public health, civil communication, communication environment, self-organization, E-government, social therapy, clinical sociology, method of sociological intervention, social construction, socially significant diseases, social epidemic process, information virus, three components of the epidemic, social roles, civil society, empirical analysis, communication networks, global civil society, global governance, public sphere, environment, internet.

References
1. Romanov V.L. Chelovek i sotsial'no-nravstvennaya stratifikatsiya obshche-stva. M., 2000. [Romanov, V.L. (2000) Human and social-moral stratification of society, Moscow.]
2. Kordonskiy S.G. Ontologiya fenomena «zdorov'ye». // Sistema podder-zhaniya zdorov'ya v sovremennoy Rossii: sbornik statey i materialov polevykh issledovaniy / Pod red. I.V. Koshkarovoy. M., 2012. S. 13-33. [Kordonsky, S.G. (2012) ‘The ontology of the phenomenon of “health”, in Koshkarova, I.V. (ed.) The health system in modern Russia: a collection of articles and field research, Moscow, pp. 13-33].
3. Vasilenko L.А., Vronskaya M.I. Vzaimodeystviye organov vlasti s institutami grazhdanskogo obshchestva v Rossii. M., 2010. 18 str. [Vasilenko, L.A. and Vronskaya M.I. (2010) ‘The interaction of government and civil society institutions in Russia’, Moscow].
4. Gartner Group: Di Mario, A., Harris, K., Caldwell, F. and P. Kao, L. (2000) ‘Key Issues in E-Government Strategy and Management’, Research Notes, Key Issues, Stamford, 23 May.
5. Gladwell, M. (2002) The tipping point: How little things can make a big difference, Boston.
6. Vasilenko L.A. Menedzhment sotsial'nykh innovatsiy. M., 2010. 303 str. [Vasilenko, L.A. (2010) Management of Social Innovation, Moscow].
7. Sel'vanovich N.V. Sotsial'naya terapiya kak tekhnologiya ustraneniya negativnykh otkloneniy v sushchestvovanii sotsial'nykh sistem. // Sotsiologiya v sisteme nauchnogo upravleniya [Elektronnyy resurs]: Materialy IV Vserossiyskogo sotsiologicheskogo kongressa. M., 2012. 1 CD ROM. [Selvanovich, N.V. (2012) ‘Social therapy as technology eliminate the negative deviations of the existence of social systems’, Sociology in the system of scientific management: Proceedings of the IV All-Russian Congress of Sociology [1 CD ROM], Moscow].
8. Sharkov F.I. Kommunikologiya: sotsiologiya massovoy kommunikatsii. M., 2010. 320 str.; Sharkov F.I. Kommunikologiya: osnovy teorii kommunikatsii. M., 2009. 591 str. [Sharkov, F.I. (2010) Communicology: sociology of mass communication, Moscow; Sharkov, F.I. (2009) Communicology: basic theory of communication, Moscow].
9. James, O. (2007) ‘Evaluating the expectations disconfirmation and expectations anchoring approaches to citizen satisfaction with local public services’, Journal of Public Administration Research and Theory, vol. 19, no. 1, pp. 107-123.
10. Binz-Scharf, M. C., Lazer, D. and Mergel, I. (2011) ‘Searching for answers: Networks of practice among public administrators’, The American Review of Public Administration, vol. 42, no. 2, pp. 202-225.
11. Chadwick, A. and May, C. (2003). ‘Interaction between states and citizens in the age of the internet: e-government in the United States, Britain, and the European Union’, Governance, no. 16, pp. 271-300.
12. Dimitrova, D.V. and Chen, Y.C. (2006) ‘Profiling the adopters of e-government information and services: The influence of psychological characteristics, civic mindedness, and information channels’, Social Science Computer Review, vol. 24, no. 2, pp. 172–188.
13. Hetherington, Marc J. (1998) ‘The political relevance of political trust’, The American Political Science Review, vol. 92, no. 4, pp. 791–808.
14. Mergel, I., Lazer, D. and Binz-Scharf, M.C. (2008) ‘Lending a helping hand: Voluntary engagement in knowledge sharing’, International Journal of Learning and Change, vol. 3, no. 1, pp. 5-22.
15. Schedler, K. and Scharf, M.C. (2001) ‘Exploring the interrelations between e-government and the new public management’, in Schmid, B., Stanoevska-Slabeva, K. and Tschammer, V. (eds.), Towards the E-Society:  E-Commerce, E-Business, and E-Government, pp. 775-788.
16. Nelson, T.E., Clawson, R.A. and Oxley Z.M. (1997) ‘Media framing of a civil liberties conflict and its effect on tolerance’, American Political Science Review, vol. 91, no. 3, pp. 567-583.
17. Habermas, J. (2006) ‘Political communication in media society: Does democracy still enjoy an epistemic dimension? The impact of normative theory on empirical research’, Communication Theory, vol. 16, no. 4, pp. 411-426.
18. Papacharissi, Z. (2004) ‘Democracy online: Civility, politeness, and the democratic potential of online political discussion groups’, New Media and Society, vol. 6, no. 2, pp. 259-283.
19. Hiday, V.A., Swartz, M.S., Swanson, J. and Wagner, H.R. (1997) ‘Patient perceptions of coercion in mental hospital admission’, International Journal of Law and Psychiatry, vol. 20, no. 2, pp. 227-241.
20. Castells, M. (2008) ‘The new public sphere: Global civil society, communication networks, and global governance’, Annals of the American Academy of Political and Social Science, vol. 616, no. 1., pp. 78-93.
21. Yang, G. and Calhoun, C. (2007) ‘Media, civil society, and the rise of a green public sphere in China’, China Information, vol. 21, no. 2, pp. 211-236.
22. Mueller, M., Pagé, C. and Kuerbis, B. (2004) ‘Civil society and the shaping of communication-information policy: Four decades of advocacy’, Information Society, vol. 20, no. 3, pp. 169-185.


THE MASS INFORMATION AND COMMUNICATION IN POSTMODERN PARADIGM OF W. BAUDRILLARD

Authors: FEDULOVA.V., AGAPOV P.V.
FEDULOVA Alla Victorovna, Candidate of Social Science, Associate Professor of the Department of Sociology of Knowledge of the Faculty of Contemporary Social Sciences of the Lomonosov Moscow State University (MSU). Address: 1-33, GSP-1, Leninskiye Gory, Moscow, Russia, 119899. Tel.: +7 (495) 939-46-98. E-mail: soc@socio.msu.ru

AGAPOV Platon Valeriyevich, Candidat of Social Science, the Department of Sociology culture, education and security of the Social Science Faculty of the Lomonosov Moscow State University (MSU). Address: 1-33, GSP-1, Leninskiye Gory, Moscow, Russia, 119899. Tel.: +7 (495) 939-46-98. E-mail: soc@socio.msu.ru
Abstract: the article is devoted to the post-modern social theory of G. Baudriyar, including the logic of symbolic exchange, abstract code, as a universal equivalent value - the analogue of money; the ideas of imitation, overreality, symbolical exchange, temptation.
Keywords: postmodernism, mass information media, symbolical exchange, model simulation, simulacrum, functionality, the real, postmodern interventions, model simulation.

References
1. Bodriyyar Zh. Simulyakry i simulyatsii. // Filosofiya epokhi postmoderna. Minsk, 1996. 453 str. [Baudrillard, J. (1996) ‘Simulacra and simulation’, Postmodern philosophy, Minsk].
2. Bishop, R. and Phillips, J. (2007) ‘Baudrillard and the evil genius’, Theory, Culture and Society, vol. 24, no. 5. pp. 135-145, 155-156.
3. Mickey, T.J. (1997) ‘A postmodern view of public relations: Sign and reality’, Public Relations Review, vol. 23, no. 3, pp. 271-284.
4. Smith, R.G. (2003) ‘Baudrillard's nonrepresentational theory: Burn the signs and journey without maps’, Environment and Planning D: Society and Space, vol. 21, no. 1, pp. 67-84.
5. Macintosh, N.B., Shearer, T., Thornton, D.B. and Welker, M. (2000) ‘Accounting as simulacrum and hyperreality: Perspectives on income and capital’, Accounting, Organizations and Society, vol. 25, no. 1, pp. 13-50.


DISCOURSE AS A COMMUNICATIVE EXPERIENCE AND VERBAL COMMUNICATION

Author: DOBRENKOVA E.V.

DOBRENKOVA Ekaterina Vladimirovna, Doctor of Social Science, Professor, First Prorektor of the International Academy of Business and Management (MABIU). Address: 15-a, 5th Drive of  Maryina Roshcha, Moscow, Russia, 129594. Tel.: +7 (495) 631-66-65. E-mail: info@mabiu.ru

Abstract: discourse is considered as a communicative act and as a social dialogue. In the narrow sense discourse is considered as a communicative event which occurs between a speaker and a listener at a certain time and in a certain space. In addition, the discourse has a scientific meaning or the meaning of professional language, and also expresses ideas and social results, which should be the main phenomenon of social power, not just a way of describing the world.

Keywords: discourse, communicative act, communicative event, performative discourse, educational discourse, discourse practice, verbal communication, discourse analysis.

References
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COMMUNICATIVE-SEMANTIC METHODOLOGY OF RESEARCH OF THE MODERN COMMUNITIES’ EVOLUTION

Author: LEVKINA L.I.

LEVKINA Liliya Ivanovna, Candidate of Pedagogical Science, Doctorant, Associate  Professor of the Public Relations and Media Policy Department of the Institute of State Service and Human Resources of the Russian Presidential Academy of National Economy and Public Administration (IGSUP RANE). Address: 84, Vernadskogo prospect, Moscow, Russia, 119571. Теl.: +7 (495) 933-80-30. E-mail: LevkinaLI@gmail.com

Abstract: transformation of the social structure of Russian and world communities is largely based on changes in the communicative interaction within and between them. Exchange of undistorted, contently transparent information in multilingual and monolingual social spaces is unlikely in the absence of a clear understanding of not only the words, concepts, but the semantic fields formed by them also.
The article investigates the communicative space by identifying fields of concepts, modeling the process of their formation, by the establishment of methods of their determination. The analysis of the communikological space, carried out according to our Methodology of Semantic Modeling and Forecasting can be performed almost in any language and community, it can simulate a clear picture of the social structure. It also provides a basis for establishing a common multilingual base of the concepts fields, taking into account the differences between the concepts of communities (whether the structures of power, whether political, civil etc.), and thereby to strengthen the social dialogue by allowing a clear understanding not only of words, but also the fields of the concepts.
Communicology is one of the basic vectors of evolution, and hence the entire socio-economic, cultural and spiritual context of the social structure of modern societies, and with it help it is possible to achieve sustainable human development without conflict.

Keywords: sociology, communication, communicology, communicological area, vectors of the evolution of the social structure of modern societies, methodology of semantic modeling and forecasting, changes and development of societies, semantic fields, fields of the concepts, research methods; semantic space; semantic categories.

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SOCIOLOGICAL INFORMATION IN THE PERSONNEL EVALUATION 

Author: NECHAEVA I.I.

NECHAEVA Irina Igorevna, Candidate of Social Sciences, Associate Professor of the Vladimir State University, Doctorant of  the Russian Presidential Academy of National Economy and Public Administration (RANE). Address: 84, Vernadskogo prospect, Moscow, Russia, 119571. Теl.: +7 (495) 933-80-30. E-mail: information@rane.ru

Abstract: the article discusses some of the sociological foundations of the collection of information, which is necessary for the evaluation of staff.

Keywords: information, personnel evaluation, social-management technology, human resources, human capital.

References
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CONFLICT POTENTIAL OF ETHNOCULTURAL COMMUNICATIONS IN MIGRATION FIELD OF MOSCOW

Authors: DMITRIEV A.V., NAZAROVA E.A.

DMITRIEV Anatoliy Viktorovich, Associate Member of the Russian Academy of Sciences (RAS). Address: 32a, Lenina prospect, Moscow, Rus-sia, 119991. Tel.: 8 (495) 938-03-09. E-mail: information@rane.ru

NAZAROVA Elena Alexandrovna, Doctor of Social Science, Deputy Director of the Public Relations and Media Department of the Russian Pres-idential Academy of National Economy and Public Administration (IGSUP RANE). Address: 82, Vernadskogo prospect, Moscow, 119571, Теl.: +7 (499) 956-07-01, E-mail: information@rane.ru

Abstract: the article considers the question of the influence of migration processes on the changing socio-cultural structure of the capital city, and in this connection, the increase of the conflict potential of ethno-cultural com-munication, which occurs in all spheres of life of the population of Moscow.

Keywords: migration, demographic development, migrant community, social structure, segregation, integration, cultural background, assimilation

References
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MODERN ETHNOMIGRATION PROCESSES IN THE SYSTEM OF GLOBAL PUBLIC RELATIONS: COMMUNICATIVE ASPECT

Author: NAZAROV A.D.

NAZAROV Alexandr Danilovich, Doctor of Historical Science, Professor, Deputy Head of the Public Relations and Media Policy Department of the Institute of State Service and Human Resources of the Russian Presidential Academy of National Economy and Public Administration (IGSUP RANE). Address: 84, Vernadskogo prospect, Moscow, Russia, 119571. Теl.: +7 (495) 933-80-30. Е-mail: information@rane.ru

Abstract: the article covers the problem of interethnic relations in the context of development of the Russian statehood. The author shows the value of the analysis of international cooperation problems for development of the Russian statehood, highlights the factors of interethnic relations.

Keywords: civil identity, ethnocultural consent, interethnic relations, multinationality, polyconfessional basis, ethnicity and social class, transnational migration.

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INNOVATION: FROM LINEAR TO A MENTAL MODEL OF INFORMATION DISSEMINATION

Author: TOTMYANINA J.V.

TOTMYANINA Julia Vladimirovna, Lecturer of the Udmurt State University (UdSU). Address: 1, Universitetskaya, Izhevsk, Russia, 426034. Tel.: +7 (3412) 68-16-10; 68-20-61. E-mail: info@udsu.ru

Abstract: the article considers linear, radial, and other communicative theory of information. The author offers a new mental model of dissemination of information that is applicable not only to the information field, but to the organizational structure of the company and the introduction of innovative processes. Also adduced an illustration of this model, and considered the variant of distribution of information in an educational institution through a typical organizational structure.

Keywords: mental model of the information, mental map, marketing, innovation in education, linear information model, radial information model, theory of communication, communication processes.

References
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COMMUNICATIVE CONSULTING IN THE SYSTEM OF COMMUNICATIVE MANAGEMENT OF ORGANIZATIONS

Author: KIREEVA O.F.

KIREEVA Olga Felixovna, Lecturer of the Cooperative Institute, Cheboksary (RUC). Address: 24, M. Gorky prospect, Cheboksary, Russia, 428025. Tel.: +7 (903) 345-57-31. E-mail: cheb@rucoop.ru

Abstract: the article considers the communication consulting, which is represented in the system of organization management. Author deals with the object, the subject and the theoretical basis of the emerging direction - communicative consulting.

Keywords: consulting, communicative consulting, communicative management.

References
1. Sharkov F.I. Kommunikologiya: kommunikatsionnyy konsalting: Uchebnoye posobiye. M., 2010. 407 str. [Sharkov, F.I. (2010) Communicology: Communication Consulting: Textbook, Moscow].
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THE PROBLEMS OF SOCIAL ADVERTISING

Author: EFREMOV E.A.

EFREMOV Evgeny Alexandrovich, PhD, Postgraduate Student of the Public Relations and Media Policy Department of the Institute of State Service and Human Resources of the Russian Presidential Academy of National Economy and Public Administration (IGSUP RANE). Address: 84, Vernadskogo prospect, Moscow, Russia, 119571. Теl.: +7 (495) 933-80-30. Е-mail: information@rane.ru

Abstract: the article focuses on how to manage the use of visual means of communication in social advertising. Social advertising is presented as a mechanism for public relations, public information.

Keywords: social advertising, public service advertising, visual means of communication and management, social advertising market, social interaction, social marketing.

References
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7. Wakefield, M., Flay B., Nichter, M. and Giovino, G. (2003) ‘Effects of anti-smoking advertising on youth smoking: A review’, Journal of Health Communication, vol. 8, no. 3, pp. 229-247.
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9. Van Cuilenburg, J. and McQuail, D. (2003) ‘Media policy paradigm shifts: Towards a new communications policy paradigm’, European Journal of Communication, vol. 18, no. 2, pp. 181-207.


SOCIAL POTENTIAL AND SOCIAL RESERVES OF THE MILITARY ORGANIZATION

Author: PARAMONOV A.P.

PARAMONOV Aleksandr Pavlovich, Postgraduate of the Social Management Department of the Institute of State Service and Human Resources of the Russian Presidential Academy of National Economy and Public Administration (IGSUP RANE). Address: 84, Vernadskogo prospect, Moscow, Russia, 119571. Тел.: +7 (495) 933-80-30. E-mail: app-rags@mail.ru

Abstract: this article concerns the problem of management efficiency in improvement in the military organization. The article gives grounds for social opportunities of fulfillment by personnel being highly important for the purpose of management efficiency and task performance improvement.

Keywords: military organization, personnel, social potential, social reserves, management efficiency, social support.

References
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MODERN MIGRATION OF COMMUNICATION IN RUSSIA: PROBLEMS AND FEATURES

Authors: SHTANKO M.Y.

SHTANKO Milanа Yurievna, Graduate of the Institute of State Service and Human Resources of the Russian Presidential Academy of National Economy and Public Administration (IGSUP RANE). Address: 84, Vernadskogo prospect, Moscow, Russia, 119571. Теl.: +7 (495) 933-80-30. E-mail: information@rane.ru

Abstract: the article considers the problems and peculiarities of the contemporary migration communications in Russia, their complexity and inconsistency.

Keywords: migrant communications, communications, migration, structure экспансия, transnational migration, cultural background, assimilation.

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