Социальное управление и "мягкая сила" в рекламном воздействии

Вестник Тамбовского университета. Серия: Общественные науки. 2016. Т. 2. № 3(7). С. 22–28.

Savelyeva O. O.

The article analyzes the phenomenon of "soft governance" and "soft power" in the modern theory and practice of social management. It is proposed to consider the "soft power" in the discourse of sociology of management, correlating them with such categories as "influence" and "power". The features of the use of soft power in social management on the example of advertising. Advertising impact is interpreted as a symbolic impact on the society, and not merely to inform the audience of advertising. Conceptualized the concept of "socio-cultural discourse of advertising," he defined as the characters and symbolic content of the advertised offer, identifying the proposal in the social and cultural frame of reference. It is very important in this context is the question of what kind of social relations is advertising audience as an attractive model, role model, some overt and latent social consequences can cause advertising messages, etc. These questions should get scientific conceptualization in the framework of a new research orienta- environmental advertising. The article describes also modern technologies of voice, the cost of advertising impact on the audience through these technologies.

Keywords: advertising, социальное управление, социальное влияние, social influence, «мягкая сила», «soft power», социокультурный дискурс рекламы, socio-cultural discourse of advertising, реклама, social control