Социальное конструирование эмоции "счастье" в рекламе
Within the framework of the phenomenological approach happiness is defi ned as a socially determined emotional state arising from a subjective interpretation of the reality of a person or group.Attention is paid to the role of social communication to such interpretations, advertising in particular.Advertising is considered in the context of social engineering, the advertising message is interpreted as a social ‘pseudo-project’. Th e role of the social and cultural discourse of advertising to create such ‘pseudo-project’ is analysed with the directions and principles of the appeal to the phenomenon of ‘happiness’ in the construction of the social and cultural discourse of advertising. It is argued that ‘real happiness’ is shown in advertisements as a socially approved pleasure obtained through the purchase of goods or services. Empirical study revealed a positive attitude towards the audience’s appeal to the phenomenon of advertising ‘happiness’. We also studied ‘the criteria of happiness’ which have been used in advertising. Empirical research revealed that the idea of the signifi cance of individual criteria of happiness of the audience and the creators of advertising matches only partially. If the audience is put in the fi rst place on the importance of ‘the ability to do what he likes,’ the advertising messages that motivate the audience can hardly be found. According to other criteria such sharp discrepancies are observed. Th is proves once again that the social representation of happiness is not the same as hedonism — satisfaction conceived irrespective of morality. It can be said that the idea of happiness among viewers of television advertising is consistent with the understanding of the great thinkers of the past: a high degree of socially approved satisfaction from life. Refs 28. Figs 6.
Аddresses education in the field of advertising, marketing, public relations
The article analyses theoretical resources of post-Durkheimian tradition in the sociology of emotions. The author proposes to use concept "shared affect" as theoretical frame. Being used on the context of key for sociology of emotions distinctions, such as "feeling/expression," "consciousness/unconsciousness emotion," "involvement/distancing of emotions," this concept lets to highlight relation of specific problems of sociology of emotions and ones of theoretical sociology.
Emotion, sociology of emotions, Durkheim, collective emotions, shared affect, intensity of emotions, Collins, background emotions, Scheff, distancing of emotions, emotion work
In the article the main sociological problem of social solidarity is discussed in terms of sociology of emotions. Emotions as integral part of human behavior operate on micro- and macrolevel of social structure and promote social consensus and make adjustments to normative behavior. On the basis of analysis of the body of works on sociology of emotions the author concludes that sociologists tend to study social solidarity through «moral emotions». Namely these emotions have strong effects on individual and social behavior and hold up moral order and social solidarity. In the author’s opinion moral emotions are the part of emotional regimes, which are developed in social order and support social solidarity.
The main reason the so-called "crisis of education" covers not only the rap-id changes in the system of knowledge and technology, but also the changes in the labor market, the prevalence of atypical employment. As a result, the univer-sity, by definition, can not train a specialist, fully satisfying the requirements of the employer. For example, the direction of "Advertising and public relations" proposes measures to resolve the existing contradictions.
The collection contains materials of scientific-methodical conference, held 16-18 April 2015 at the Moscow University for the Humanities
This paper examines correlations between the genetic characteristics of human populations and their aggregate levels of tolerance and happiness. A metadata analysis of genetic polymorphisms supports the interpretation that a major cause of the systematic clustering of genetic characteristics may be climatic conditions linked with relatively high or low levels of parasite vulnerability. This led vulnerable populations to develop gene pools conducive to avoidance of strangers, while less-vulnerable populations developed gene pools linked with lower levels of avoidance. This, in turn, helped shape distinctive cultures and subsequent economic development. Survey evidence from 48 countries included in the World Values Survey suggests that a combination of cultural, economic and genetic factors has made some societies more tolerant of outsiders and more predisposed to accept gender equality than others. These relatively tolerant societies also tend to be happier, partly because tolerance creates a less stressful social environment. Though economic development tends to make all societies more tolerant and open to gender equality and even somewhat happier, these findings suggest that cross-national differences in how readily these changes are accepted, may reflect genetically-linked cultural differences.
On the 28th July, His Revered Majesty, the King of Bhutan issued a Royal Edict to formally convene an International Expert Working Group and its Steering Committee, with members appointed individually. The outcomes and results of the Working Group were to be presented to the United Nations during the 68th and 69th Sessions of the Generally Assembly in 2013 and 2014. The current report submitted to the 68th Session of the General Assembly in 2013 has been prepared by the Working Group on Happiness and Wellbeing, with the second report due to be submitted to the 69th Session of the General Assembly in 2014. The current report includes thorough literature reviews and examinations of existing best practices, to achieve a clear understanding on the actual, practical workings of the new paradigm and to provide practical suggestions on possible policies that can be put in place by governments around the world.
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.
This article is talking about state management and cultural policy, their nature and content in term of the new tendency - development of postindustrial society. It mentioned here, that at the moment cultural policy is the base of regional political activity and that regions can get strong competitive advantage if they are able to implement cultural policy successfully. All these trends can produce elements of new economic development.