Экономика и рекламный рынок: стратегии транснациональных рекламодателей (на примере анализа рекламных рынков России и Польши)
The article presents a comparative analysis of the internal structure and principles of the organization of volunteer associations in Russia and France from the perspective of the sociology of organizations. The theoretical framework of the study combines the concepts of the neo-institutionalist approach in economic sociology and the network approach to organizations. Data are drawn from a series of in-depth expert interviews with the leaders of socially-oriented volunteer organizations in France and Russia (14 interviews). The author also conducted analysis of legal documents and communication materials of volunteer associations in each of the countries studied (approximately 40 documents totaling over 200 pages of text). It appears that the Russian and French volunteer sectors differ not only in structure and legal status of voluntary organizations, but also in the conceptual definition of volunteering. Drawing on empirical data, it was found that the French volunteer associations exist in a structured institutional environment, while Russian voluntary associations perform in a poorly structured, constantly changing environment, the main problem of which is the lack of cognitive and socio-political legitimacy. Thus, the French model of volunteering is more similar to the mechanism of institutional organizations, while Russian voluntary associations are more typical of networked organizations. This research suggests a different vision of the nature of voluntary organizations and argues that it is impossible to ignore national characteristics in the development of social policy. Conclusions drawn from this research could be applied to the development of public policy regarding the non-profit sector in Russia.
Survey data on comparisons between teachers in Russia and other countries show that the average Russian schoolteacher places a very high value on security and a very low value on the opportunity to enjoy life and have pleasure. Russia's schoolteachers are more often ahead of other Europeans when it comes to the importance of personal success, wealth, and power, as well as obedience and conformity to traditions, and, in contrast, they tend to lag behind when it comes to their adherence to the values of independence, equality, tolerance, helping people around them, and the protection of the environment. The authors see these orientations as cultural barriers to the successful functioning and development of Russian society.
Basic Human Values of the Russian teachers are compared with those of their colleagues from the 27 European countries, using the Schwartz Value Survey data collected in the 1990s. It was found that the average Russian teacher is extremely high in Security and extremely low in Hedonism. In addition the Russian teachers often leave their colleagues behind in the scores on Self-Enhancement (Achievement and Power) and Conformity-Tradition but often hang back in the commitment to Self-Direction and Self-Transcendence (the latter combines the values of Benevolence and Universalism). The coincidence between relative value scores of the Russian teachers and the conclusions drawn from cross-country comparison of the national samples as well as value similarity between Russia and some other countries of similar level of economic and political development are discussed. The paper illustrates the disparity between research results and common ideological stereotypes.