«Нет ничего практичнее, чем хорошая теория»: прикладная коммуникативистика Вольфганга Донсбаха
ommunication science is a relatively young field of study. Wolfgang Donsbach (1949–2015) was one of the major figures in its establishment and development. This paper is devoted to the evaluation of Donsbach’s academic heritage and the clarification of his role for contemporary communication science. Considering theory and practice as unseparable components of contemporary media system, Donsbach emphasized the crucial role of media and communication studies in the re-production of autopoietic media system. As a researcher, Donsbach focused on the relationship between media-effects and public opinion. Developing theoretical and methodological instruments Donsbach and his co- authors ran a number of empirical investigations, which were extensively discussed until today. Practical orientation of Donsbach’s studies contributed to his major aim – justification of the complementary character of theory and practice, which determines the disciplinary identity of communication studies as a positive science.
The article discusses the features of promoting construction materials in the market when the company is focused both on the consumer segment (B2C) and the professionals segment (B2B). Recommendations for marketers are given step by step, taking into account factors influencing the decision making process in the market of construction materials, and the behavioral features of different consumer groups.
The article touches upon two innovative approaches to corporate communication. One example deals with the development of information technologies, and the other tells about the elaboration of a principally new, both internal and external, communication system in a company.
Several approaches to the concept of fatherhood present in Western sociological tradition are analyzed and compared: biological determinism, social constructivism and biosocial theory. The problematics of fatherhood and men’s parental practices is marginalized in modern Russian social research devoted to family and this fact makes the traditional inequality in family relations, when the father’s role is considered secondary compared to that of mother, even stronger. However, in Western critical men’s studies several stages can be outlined: the development of “sex roles” paradigm (biological determinism), the emergence of the hegemonic masculinity concept, inter-disciplinary stage (biosocial theory). According to the approach of biological determinism, the role of a father is that of the patriarch, he continues the family line and serves as a model for his ascendants. Social constructivism looks into man’s functions in the family from the point of view of masculine pressure and establishing hegemony over a woman and children. Biosocial theory aims to unite the biological determinacy of fatherhood with social, cultural and personal context. It is shown that these approaches are directly connected with the level of the society development, marriage and family perceptions, the level of egality of gender order.