Author: STARYKH N.V.

Communicology. 2016. v.4, n.2
STARYKH Nina Vladimirovna, Ph.D, Associate professor Lomonosov Moscow State University, Department of Journalism, Chair of Advertisement and Public Relations Moscow, Russia.

Abstract:There are particularly important cross-cultural competence of the experts in the field of communication management in the context of inevitable globalization of the world. The World Wide Web provides multiple horizontal ties between people of different nation states. Social comparison makes them more happy or unhappy, satisfied with their lives, or makes them feel hurt.
The article analyzes the communication tool of global politics – a global rating of charity, claiming to be an objective comparison of the various peoples kindness. The author argues that the conceptual and methodological framework of sociological dimensions underlying the rating of the CAF charity is sinful of culture-centrism. The history of human civilization knows at least three types of mutual social patterns that coexist in contemporary cultural space. In his argument the author relies on the theoretical and methodological logic of hermeneutics. Logical-semantic structure of helping behavior is derived from the socio-cultural forms of different types, ensuring the sustainable development of
communities. Helping fellow tribesmen in societies with tribal traditions is imperative, its violation means loss of social status. It is unlikely that this model of helping behavior is correct to compare with the religious service to others in the societies of modernity, as well as existential motivation «Give habits» in post-modern societies. Methods of study are an analysis of the content of the classical works in the field of social anthropology, structural sociology, and political science.
Results of the study are of value in the field of communication design in the social sphere.

Keywords: charity organization society, charity ratings, charity in Russia, Strategic communications in the social sphere

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