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the Positions which are taken out on protection.

the phenomenon of a social generality (on an example of Krasnodar territory) with its structure on all vertically-horizontal hierarchy shows the dialectic bifurcation of unity reflected in general scientific categories "maintenance" and "form".
The maintenance of this generality as open system finds expression in its identity which possesses a complete set of tsennostno-semantic constants and differs various level of a scale accessory. The form of this generality finds expression in its image which focuses tsennostno-semantic constants of identity and delegates them to public sphere with the subsequent reception of various public estimations. Identity is the first metacharacteristic on the importance of a social generality, or its internal expression tsivilizatsionnogo maintenances. Image is the metacharacteristic of this generality second for the importance, or its external expression tsivilizatsionnogo maintenances that allows to make out and position in the adequate image in public sphere reached by community of citizens identity level.

1. Koevoljutsija identity and image of a social generality on a progressive vector results it from one qualitative condition - entropy (chaos) in another - negentropii (order). This transition is carried out at influence on a generality universal for all live on a planet of information-organizational-administrative process: in sinergeticheskom the plan it represents continuous triple processing, or correction, lives and consciousnesses of this generality - by means of the information (media stream), management (self-management) and the organisation (self-organising) there is a formation new, is system improved, a generality.

This generality is built on two spiritually-practical support - designs: identity as bases of the maintenance of its life and consciousness and image as bases of its form - at accumulation such vitalnyh qualities, as knowledge, organisation, controllability. In identity a generality interioriziruet the socially-structural properties, and in image eksterioriziruet socially-functional properties - together they make the effective working module of identification and imidzhirovanija region. Thus the social generality patrols in sinergijnom a mode between two qualitative poles - nominalnostju and a reality: nominalnost the reality - with entropy (disorder) is correlated with negentropiej (orderliness), and.

2. On purpose kontseptualizatsii a discourse about sinergeticheskom realism - nominalism in a scientific turn the new concept - "identoimidzh" is entered, which has polyphonic (media, social, political, cultural, psychological, ethnic, etc.) the maintenance. Identoimidzh is a qualitative condition of life and consciousness of a social generality of the region (country), representing spiritually-practical kontrapunkt (konstrukt) in development of processes of identification of its citizens and imidzhirovanija its sites, reached by scientifically proved application of information, organizational, administrative fluctuations (influences) on daily ability to live of a generality with the account objective (mental, sotsiokulturnyh) conditions.

Region Identoimidzh as social generality represents spiritually-practical synthesis of mental identity of the population and deep image of territory. For achievement of level of mental identity the information introversion, or an orientation of the radical and co-ordinated interests of weight and region elite on an internal is rational-emotional universum of the social environment has the greatest value.

For achievement of level of deep image the greatest value has information ekstraversija, or an orientation of the radical and co-ordinated interests of weight and region elite on an external is rational-emotional universum of the social environment.

3. The social information which at formation of an information policy is pawned in it kontsepty and algorithms, possesses chetyryohzvennym a complex of the is substantial-formal markers having pair character: attribution - functionality and protsessualnost - re - zultatnost. Attribution means absoluteness of the involved social information, and functionality - a relativity of the extended information. protsessualnost means dialektichnost the used social information, and rezultatnost - metafizichnost the extended information. Attribution of the social information contacts its objective existence in the public environment, and functionality - with its subjective distribution to public sphere.

As a result of immersing of the social information in public sphere the atributivno-potential power of data, thoughts, intentions turns to is functional-kinetic power of decisions, actions, acts. And the dialectics (dynamics) of a socially-theoretical plan during its embodiment gradually passes in metaphysics (statics) sotsialnoprakticheskogo result. With the account of the given aspects new definition of an information policy is offered: it is system of the purposes, problems, directions, the means, theoretically projecting and practically providing satisfaction of requirements of a society and realisation of interests of the state in information sphere of ability to live of society.

4. All subjects of an information work in region declare the material and spiritual interests in public sphere and articulate "will" of social structures standing up for by them and institutes, groups of persons and individuals that is expressed in adequate modusah the information policy - state, public, corporate, private. At interaction of these modusov in public sphere of society the general is formed (integrativnaja) communicative equally effective: it is characterised by the big or smaller volume massmedijnogo representations either state uchreditelstva, or its other types. In a case when in region there is more than press from the state and less from a society, realisation of information interests dominates over satisfaction of similar requirements that is considered an adverse condition for development of society and the press on democratic principles. In a case when in region there is more than press from a society and less from the state, the situation turns out return, or favorable for development of society and the press on a democratic vector.

5. Development of a social generality of region and achievement of a condition by it "identoimidzha" occurs under the influence of two factors: objective - external globalisation and subjective - internal modernisation. The first, or external (international), the factor is defined as centrifugal (assimiljatsionnyj): it causes growth in ability to live of society of relative density of the general planetarno-integrativnogo the beginnings at decrease in presence of an especial national-specific ana-broad gull, thus in genres of the information and ways of communications the algorithm sotsiokulturnoj unifications dominates. The second, or internal (national), the factor is defined as centripetal (dissimiljatsionnyj): It causes gradual growth in ability to live of society of relative density of the especial national-specific beginning at decrease in presence of the general planetarno-integrativnogo analogue, thus in a complex of administrative strategy and organizational tactics the algorithm sotsiokulturnoj innovations dominates.

6. A role of the universal carrier of tendencies of globalisation of the world and country modernisation the mass information (in quanta) carries out, a role of their ubiquitous distributor - a mass communication (in imperatives), a role of the direct designer - social management (in algorithms). All three beginnings - the information, communications, management - are reduced in one working module of an operating information policy of a society, the state, corporations, private persons. The variable part of an information policy is made by two scale media streams:

The information symmetric - a version massmedijnoj production, capable to raise a threshold of possibilities of a social generality to self-preservation and development; it corresponds to the law of mental identity, possesses tolerantogennym character, uses pozitivnokonstruktivnye plots on political, economic, cultural themes with the vital beginnings and the sustained style of a statement;

The information asymmetric - a version massmedijnoj production, capable to reduce a threshold of possibilities of a social generality to self-preservation and development; it mismatches the law of mental identity, possesses konfliktogennym character, uses epatazhnoanomalnye plots about sensations in the politician, crises in economy, crimes, accidents, flooding and other cataclysms with zhizneotritsajushchimi the beginnings and unrestrained style of a statement.

7. In a postindustrial society there is a diffusion of a policy and the journalism, carried out on practice by authorities and massmedy - nymi structures as attraktorami processes of identification and imidzhiro - vanija a social generality. In this symbiosis massmedijnye structures as a whole represent a society: their main objective - achievement of mental level of political identity; authorities represent as a whole the state: their main objective - achievement of deep level of political image.

The base of the information power makes constructed on adequacy of a supply and demand counter movement of the customer - the big weights of people with sociopolitical moods prevailing in them and the executor - massmedijnyh structures with the information made by them on an event actually. The base of the political power makes counter movement of a society and the state, constructed on adequacy of radical requirements of the population of the country (region) and real possibilities for their satisfaction which are given to the operated majority (weight) in the form of economic, political, cultural mechanisms from operating minority (elite).

Degree of adequacy of declared requirements of a society and realised possibilities of the state in many respects depends on quality of intermediary activity of mass media. They possess ability objectively to reflect-fix and subjectively to overestimate-underestimate in public sphere presence and a parity of requirements of the population and power possibilities from what the new scientifically-methodological concept «mediatricheskoe measurement of a policy» results.

8. Identoimidzh as sredostenie mental identity and deep image of a social generality it can practically be reached at the primary account of a maximum obektnosti (media requirements of weight) and a minimum subektnosti (media interests of elite) in region by use of special information-communicative methodology under the name "media planning". In an author's definition media planning is a kind of administrative activity on working out of an information policy of any subject (authority, public institute, social group, business structure, the journalistic organisation), providing by means of mass media process of achievement of socially significant purposes within the limits of rules of law operating in the state and ethical rules. The structural skeleton of media planning which is accompanied by an adequate set of functions, theoretically and practically makes a triad: a plan - means - the purpose. Each of these elements separately gives wide enough number of parcels for deducing of typology of media planning - most its attractive variant is looked through on the basis of it tselepolaganija (strategic, tactical, operative media planning).

9. Carried out massmedia intermediary between the people and the power can establish in a society steady (repeating) dependence between a statusno-role position of the individual, group, a layer, a class and the form of their information-communicative behaviour. With its help in public sphere the nominal material and spiritual interests realised within the limits of cooperation or rivalry with other social subjects are declared. Thus each subject is capable to act on an information field as the player passive (media consumer) and active (media manufacturer). With transition from one condition in another the subject approaches the moment of satisfaction of the interests - it is promoted by its information activity which becomes authentic social activity. The immemorial collision of nominalism and realism in public practice is shown here in the form of a dichotomy internal (identical) and external (imidzhevogo) the beginnings in life and consciousness of the regional generality developing on sinergeticheskomu modusu where the chaos in the first can be interfaced to order in the second (and on the contrary).

10. Media planning process receives ideological (substantial) and technological (formal) completeness in practical coordination with a concrete profile of social designing. In the integrated variant each social project (together with the media plan), initiated by subjects "from above" (power) and "from below" (people), should contain the complex of information support realised by the subject «from the party» (press) together with the press-services state and public uchreditelstva. Sinkretizm information and social policy causes additional creative power in initiators and executors of the project and forms favorable spiritually-practical atmosphere for achievement by regional community of levels of mental identity and deep image.

The information policy combined by the forms and methods with principles and mechanisms of social designing, falls under criteria of anthropological measurement of a daily life of a social generality which is shown in three ipostasjah - ekonomikotsentrizm, politikotsentrizm, sotsiokulturotsentrizm. Last diversifies (complicates) in konvergirovannom a society predominating forms of its life and consciousness of by continuously reproduced variety of material and spiritual interests and inquiries. It eliminates is material-practical and spiritually-practical biases in a daily life of society, thus reduces by means of the press the material and spiritual has begun in uniform harmonised whole and informs identity of a social generality an additional measure of mentality, and to its image - an additional measure glubinnosti.

The basic scientific results and novelty of dissertational research consist:

- In disclosing of innovative essence of a phenomenon of a social generality and its heterogeneous structure in general scientific categories "maintenance" and "form" which, accordingly, are fixed: in identity as first metacharacteristic on the importance of the given generality, or internal expression of its life and consciousness, and in image as metacharacteristic of this generality second for the importance, or external expression of its life and consciousness;

- Revealing of features koevoljutsii identity and image of a social generality at its transition from one qualitative condition - entropy (chaos) in another - negentropiju (order) under the influence of universal for a life of information-organizational-administrative process with formation of advanced structure of a generality on two spiritually-practical support-designs: identity, which interio - riziruet socially-structural properties of a generality, and image, which eksterioriziruet its socially-functional properties;

- kontseptualizatsii a discourse about sinergeticheskom realism-nominalism in development of a social generality by new concept "identoimidzh", expressing a qualitative condition of its life and consciousness: it is represented spiritually-practical kontrapunktom processes of identification of its citizens and imidzhirovanija their sites, optimised by means of an information introversion and ekstraversii, influencing on an internal and external is rational-emotional universum of the social environment;

- Formulation of definition of an information policy new to the humanity with the account of innovative understanding of a phenomenon of the social information possessing chetyryohzvennym a complex of is substantial-formal markers, having pair character: attribution (absoluteness) - functionality (relativity) and protsessualnost (dialektichnost) - rezultatnost (metafizichnost);

- Definition of specificity of the general (integrativnoj) communicative equally effective which is formed in public sphere at interaction various on type uchreditelstva modusov the information policy (state, public, corporate, private) - as a result this interaction gives bolshy or smaller volume massmedijnogo representations either state uchreditelstva, or its other types: the first variant is less favorable, and the second - more favorable for development of a social generality and the press on democratic principles;

- Substantiation of a role and value in development of a regional generality and achievement of a condition by it "identoimidzha" two basic algorithms dominating in quanta of the information and forms of communications: algorithm sotsiokulturnoj the unifications, the objective factor of external globalisation expressing action, centrifugal (assimiljatsionnogo) inherently, and algorithm sotsiokulturnoj the innovations, the subjective factor of internal modernisation expressing action, centripetal (assimiljatsionnogo) in essence;

- The description of roles: the mass information as carrier of tendencies of globalisation of the world and country modernisation; a mass communication as their distributor; social management as their designer, reduced in one working module of an information policy - its variable part is made by two scale media streams: the symmetric information tolerantogennogo the character, capable to raise a threshold of possibilities of a social generality to self-preservation and development, and the asymmetric information konfliktogennogo the character, possessing opposite property;

- Generalisation of features of the phenomenon of diffusion of journalism and policy in perimetre of a social generality with definition of essence and signs: the information power with the mental identity built on counter movement of the customer of a media product - the population and the executor of the media order - the press, and the political power with the deep image, built on counter movement of a society and the state concerning requirements of the population - the operated majority (weight) and possibilities of their satisfaction from operating minority (elite);

- Representation of an author's definition of media planning as kind of administrative activity on working out of an information policy of any subject (authority, public institute, social group, business structure, the journalistic organisation): it provides by means of mass media process of achievement of socially significant purposes within rules of law operating in the state and ethical rules - at the primary account of a maximum obektnosti (media requirements of weight) and a minimum subektnosti (media interests of elite) in region;

- Introduction in a scientifically-humanitarian turn new kontsepta about existence in a society of steady (repeating) dependence between a statusno-role position of the individual, group, a layer, a class and the form of their information-communicative behaviour - in its frameworks nominal material and spiritual interests which are realised in moduse cooperation or rivalries with other social subjects at their possible performance on an information field players passive (media consumers) and active (media manufacturers) are declared in public sphere;

- Effect establishment sinkretizma information and the social policy, causing additional creative power at initiators and executors of the social project (together with the media plan), initiated by subjects "from above" (power) and "from below" (people), - under condition of the qualified information-communicative support of process of its realisation which are carried out by the subject «from the party» (press) and forming favorable spiritually-practical atmosphere for achievement by regional community of levels of mental identity and deep image;

- To working out anthropological kontsepta lives and consciousnesses of a regional generality and adequate modusa the information policy, assuming overcoming in a postindustrial society of one-dimensional principles - ekonomikotsentrizma and politikotsentrizma - by all-round cultivation of a polyphonic principle sotsiokulturotsentrizma which diversifies (complicates) forms of development of a generality continuously reproduced variety of the named interests and inquiries of people and really eliminates from a society life is material-practical and duhovnopraktichesky biases.

The theoretical and practical importance of research consists:

In working out innovative massmedijnoj paradigms negentro - pijnogo properties with definition it is identical-imidzhevyh parametres of development of a social generality in modern conditions, and also in scientific modelling optimum for processes of globalisation of the world and modernisation of the country of samples information and social policy in region with application of specially developed methodology of measurement of its real results;

In use of positions containing in the dissertation, conclusions and recommendations as methodological base of working out and realisation:

- Adjacent (universal) strategy of social and economic development of the region, allowing essentially to improve, with orientation to the European standard, quality of a life of its population;

- The modern working modules of an information policy allowing considerably to expand access of citizens to massmedijnym to means and to raise level of their participation in a public life and government;

- The innovative uchebno-methodical educational programs, allowing to carry out preparation of experts of new generation in spheres of public service and the mass information.

Reliability and scientific validity of results of research are provided: application of the research approaches approved in the humanity, principles, methods, and also verified media logic, sotsiokulturnyh, politological paradigms; reprezentativnostju the empirical base of research made by means of logic selection of an initial statistical material and its subsequent methodological interpretation; use of a method of correlation of author's conclusions with the conventional positions in theory and practice area massmedijnoj activity in modern conditions.

Approbation of results of research.

Substantive provisions and conclusions, offers and the methodical recommendations formulated in work, have found reflexion in reports and messages of the author of dissertation at the international, federal, regional scientifically-practical conferences and the forums organised, including, the Kuban state university together with Administration

Krasnodar territory (under a direct management of the author), in particular: «Media strategy of the modern world» (Sochi, 2007, 2008, 2009, 2010, 2011); «Journalism: the Information field» (Krasnodar, 2007); «Strategy of social and economic development of recreational territories» (Anapa, 2010); «Mass media in the conditions of global transformation of the social environment» (Moscow, 2008, 2009, 2010); «Mass media in the modern world: the Petersburg readings» (St.-Petersburg, 2008, 2009, 2010); «Innovative technologies in means of mass communications» (Krasnodar, 2010), etc.

The basic maintenance of work is reflected in 35 author's publications, including: 2 monographies and 15 articles in recommended VAK editions. The total amount of author's publications has made 30,2 pech. Sheet. Separate elements of author's system of measurement of results information and social policy of authorities and massmedia are introduced in activity of profile departments of Administration of Krasnodar territory (at direct participation of the author of dissertation).

The dissertation is discussed and recommended to protection on faculty meeting of publishing, advertising and media technologies FGBOU VPO «the Kuban state university».

The dissertation structure is defined by the general plan, the purpose and research problems and 4 heads (12 paragraphs), the conclusion and the list of the used sources and the scientific literature consist of introduction. The work maintenance is stated on 268 pages. The bibliographic list includes 377 names.

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A source: ZOLINA Galina Dmitrievna. UNIVERSUM of the MASS INFORMATION of the SOCIAL GENERALITY: IDENTICALLY - IMIDZHEVYJ the DISCOURSE. 2014

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