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Transformations of a regional generality in a synergy of the information, management, the organisation

It is known, that in real "space-time" of life and consciousness of a transitive society as the objective fact of its inconsistent existence there is a set of paradoxes - economic, political, legal, moral, psychological, etc.

there was no exception of this rule a Russian society, which the difficult period of radical transformation of all bases of own bazisno-superlinear design worries now if to use terminology formatsionnoj theories of social development.

Among such paradoxes testifying to presence in a public life of the serious factor of system-structural instability, there is an evident rudiment which can be defined as socially-information. However it has, including, and universal underlying reason: despite multiplied efforts of humanity quickly progressing in our century and its modern branch - regionologii, the sense key for it concept "region" of mass consciousness continues to remain at level of concept "territory".

And this concept is usually defined by the simplified variant - on a site on the party of horizon or to other geographical sign (for example, the north, the south, the east, the West, an average strip, Urals Mountains, Siberia, caucasus, etc.), to a physical landscape (for example, mountains, plains, lowlands, deserts, woods, the rivers, the seas, lakes etc.), an ethnic dominant with a title nationality for region (for example, Russian, Tatars, Bashkirs, hanty, mansi, Buryats, Khakases, Yakuts, etc.), hozjajstvennobytovomu to way (for example, Cossacks, mountaineers, stepnjaki, pomory etc.). Here, naturally, are possible and the combined variants of definition of concept the "territory", the including all elements listed above.

Nevertheless, this arch of markers popular in national use does not settle all originality of any region which leaves far for frameworks of the named arch of the signs only rising to essence of its historically formed identity and developing on process of external and internal image. As a first approximation to this essence the region can be defined as developed (certainly, it is not definitive) throughout long time to historical measures a social generality.

At the heart of formation and development of any social generality there is a set of objectively existing sources, subjectively arising impulses, meaningly operating algorithms - the organisation (self-organising), management (self-management), the information (belief and suggestion) which in the sum make a known triad of synergetrics together with cybernetics. But is in the course of transformation of this sum into human unity (identity plus image) original kontrapunkt which just and means occurrence of a social generality as it is system organised and meaningly operated (including, by means of the mass information) structures.

And this kontrapunkt in continuous development (self-development) and the daily organisation (self-organising) of the named generality, according to J.E.Volkova, «arises only at comprehension by people of similarity of conditions of a life, at display of the relation to them, at understanding of distinction between« we "and" they ». It allows members of a social generality to develop uniform social norms, lines of mass consciousness, culture, a way of life, the valuable relation to the validity. As their higher expression the general interests» [1] act.

If the generality social is formed as a result of real occurrence (and the subsequent formal fastening) at the individuals who have entered into it of the general for all interests - territorial, economic, cultural, etc. with occurrence at subjects of a social generality of the general political interests reflected by uniform power structures, and also parties, movements, associations, it becomes sotsialnopoliticheskoj. [In Krasnodar territory with more than 5-million population now operates more than 4 thousand public associations, including the trade-union organisations, and also it is registered more than 40 regional branches of political parties. Except that fractions in the State Duma have, — «Uniform Russia», Communist party of the Russian Federation, in edge exist regional branches of Party of revival of Russia, the Russian party of a life, Social-democratic party, Ecological party «Green«, national-patriotic party, world and unity Parties, etc. Regional, local branches of political parties and public associations participate in elections of all levels. As a part of edge Legislative Assembly - 32 representatives of the Krasnodar regional national-patriotic movement "Fatherland", 19 members of the Communist Party of the Russian Federation, 7 members of "Uniform Russia». Five representatives of the regional organisation of the Communist Party of the Russian Federation are deputies G osudarstvennoj the Dumas of the Russian Federation].

Agreeing basically with the treatment of a social generality set forth above as theoretical concept and dynamical complex of the facts standing up for by it, events, the phenomena and tendencies in ability to live of the society finding accurately expressed organizational lines bytijnoj of stability and conscious stability, the author of dissertation considers necessary essentially to expand it and to deepen by means of the newest workings out of the humanity.

1. First, on the basis of application of methods social informatsio - logii - new branch of social science which V.D.Popov defines as «a science about the logician of existence, developments, functioning of the social information, the information on society and in society where the exchange by it by means of communications» [2] is made. And then in our case:

- As object of all-round scientific studying the information-communicative relations developing in perimetre of a social generality in the course of its historical and cultural formation act, and the essence and character of these relations can both to promote, and not to promote successful formation and progressive development of this generality;

- As subject of scientific studying the state information policy realised by means of federal, regional, municipal mass media (mass-media) as binding intermediaries between the power and the people acts;

- The information policy of the state, in turn, is capable depending on tselepolaganija and means of its realisation to act both positive, and negative attraktorom in relation to two leading tendencies of formation and development of a social generality:

Identifications of groups making a social generality, layers, the classes uniting all individuals (citizens of the country, region, municipal union) under several predominating integrals - social and economic, politiko-legal and nravstvennopsihologicheskim;

imidzhirovanija retrospective, sushchnogo, cash, reached, design, perspective has begun in ability to live of a social generality for the purpose of its creation of an external in every respect external and internal image.

2. Secondly, on the basis of selective use of scientific methods of synergetrics and cybernetics, applicable to studying of any on level of complexity and dynamism of modern public processes, when, on

R.F.Abdeeva's to statement, «the considerable place is given to disclosing of essence and the development mechanism through research of genesis of the mechanism of management, a phenomenon of the information and through the concept of open system» [3 [4]. And then in our case:

- Formation and region development as social generality is accepted to universal model of qualitatively progressing information-organizational-administrative process;

- Vector of this process is movement of a social generality as the organisations from entropy (chaos or the disorder peculiar to the beginning of 90th of the last century in Russia) to negentropii (to system or an order, beginning to find clear lines now);

- The requirement of this process for the necessary volume and quality of socially significant information for a nonlinear mode is provided from the party massmedijnyh means, and necessary impulse and algorithm of management move from imperious bodies;

- As a result of the given process at the heart of a social generality without fail arises (under two conditions - accumulation of the purposeful helpful information and influence tselepolagajushchego positive management) more perfect public structure;

- This advanced structure of the updated social generality possesses raised - in comparison with primary - stability and stability level (gomeostazisa) to external and internal negative fluctuations.

As in any public phenomenon of a material, spiritual, art order (M.S.Kagana's classification), in a phenomenon of a social generality and, first of all, in its structure dialectic bifurcation of unity is observed.

A.Sotsialnaja the generality as a product nadbiologicheskoj forms of movement of a matter, which grows out universal for all live on a planet of information-organizational-administrative process with formation within this generality (on the basis of gradually collecting in its perimetre of "critical weight» information, managements, the organisations) new advanced structure with is stable-steady (gomeostazisnymi) properties, is found by own expression, first of all, in a general scientific and philosophical category "maintenance".

In the humanity the category "maintenance" in A.G.Spirkina's definition is treated as «unity of all components of object, its properties, internal processes, communications, contradictions and tendencies. Into the maintenance enter not only elements making these or those object, but also a way of their communications, that is structure» [5].

If estrapolirovat the made definition on system-target "space-time" of social being and the consciousness, limited in the perimetre of a social generality it is possible to assume quite authentically, that the maintenance of last generalizuetsja, first of all, in its such characteristic, as identity. In turn, the named identity, in - the first, possesses a complete set of tsennostno-semantic constants and, in - the second, differs various level of a scale accessory. Historically this identification accessory always, even during the periods of revolutionary transformations of a society, develops in strict vertically-horizontal hierarchy - for example, global, federal, regional, municipal.

As to as a whole identity it is possible to name it with the big definiteness the first metacharacteristic on the importance of a social generality which is quite distinctly shown at any step of vertically-horizontal hierarchy: identity is represented internal expression of the bytijno-conscious maintenance by this developed (in a smaller measure - becoming) to a generality from what external its (formal) displays in the form of corresponding image subsequently result.

Within the limits of the purposes put in dissertational work and problems the greatest value hierarchically different two types of identity - federal as typologically represent the general and regional as typologically private (especial). According to the author of dissertation, the named types of identity can be defined as follows:

Identity federal (national) is duhovnopraktichesky result of development sotsiokulturnoj originality of the Russian civilisation, or extremely wide level of cultural "self-determination" and "self-identification" united in public groups, layers, classes of individuals;

Identity regional (local) is a spiritually-practical result of the process limited to certain territory sotsiokulturnogo "self-determination" and "self-identification" united in public groups, layers, classes of the individuals, appearing in the form of unity of many versions integrativnoj identity.

B.Sotsialnaja a generality as the product nadbiologicheskoj forms of movement of a matter which is direct result universal for all live on a planet multilateral it is information - organizational-administrative process with formation within this generality (on the basis of gradually collecting in its perimetre of "critical weight» information, managements, the organisations) new advanced structure with is stable-steady (gomeostazisnymi) properties, finds own expression, in the second turn, in a general scientific and philosophical category "form".

In the humanity the category "form" is treated as «an external outline, a subject exterior, external expression of any maintenance, together with an internal structure, the structure, the certain and defining order of a subject or an order of course of process unlike its amorphous material (matter), the maintenance or contents» [6].

If to extrapolate the made definition on system-target "space-time" of social being and the consciousness, limited in the perimetre of a social generality it is possible to assume quite authentically, that the form of last generalizuetsja in its image focusing tsennostnosmyslovye constants of identity and delegating them in public sphere where they receive the diversified estimated characteristics, including with signs "plus" or "minus".

In the conditions of difficult proceeding and deeply inconsistent processes of external globalisation and internal modernisation image of the country as a whole and region in particular though and exposed in a nonlinear mode of development to various information fluctuations and administrative updatings, all the same invariably acts, according to P.A.Matjushevskoj, N.V.Efimovoj, E.V.Maevsky's definition as «the complete, qualitatively certain image of social object which are steadily living and reproduced in mass and-or individual consciousness» [7].

Here again, by analogy to identity, it is possible to name image with the big definiteness the metacharacteristic of a social generality second for the importance which is quite distinctly shown at any step of vertically-horizontal hierarchy: image is represented external expression of the bytijno-conscious maintenance by this developed (in a smaller measure - becoming) to a generality which worthy (or unworthy) makes out image and positions in public sphere reached by community of citizens identity level.

If in the knowledge theory it is said, that the essence of life and consciousness is always formed, and their form, in turn, is essential, and about our subject of research interest it is possible to tell, that identity of a social generality always imidzhirovana, and its image, accordingly, is identified. And in cause and effect bases of process of identification the objective beginning of life and consciousness (going by nature, traditions, an archetype, way, etc.) with influencing, or inducing, "dovlozheniem" the subjective beginning dominates. In prichinnosledstvennyh process bases imidzhirovanija the subjective beginning of life and consciousness (going from the individual, group, a layer, a class, the power, the press, etc.) with influencing, or correcting, "dovlozheniem" the objective beginning, on the contrary, prevails.

In this case the analogy from a physical reality in compliance with which urovnevaja communication of identity and image of a social generality assimilates to effect of informed vessels arises: than bolshy will reach identity level in the country or the region, with external and an inside their image looks especially attractive. [Here also possibility of other, or negative because of low level reached, a variant of conformity of identity and image - just what isn't needed], of course, is supposed.

Most entropijnyj the variant is the identity of a social generality received as a result of inadequate mentality of the population of information-organizational-administrative fluctuations "split" in a reality: it inevitably leads to dim image of the given generality in public sphere - so, according to M.M.Mchedlovoj, «destruction of traditional valuable institutes in Russia in the course of realisation libe - ralno-modernizatsionnyh transformations was not accompanied by occurrence a little equivalent new, from here split of social consciousness became a direct consequence of this destruction.

As a result... Three groups of valuable consciousness come to light, each of which is in a sense subject to risk of crisis as the negative component of identification process is most strongly expressed: carriers of individualistic system of values (20-22 %), carriers of traditional system of values (45-47 %), group with inconsistent type of valuable consciousness »[8 [9].

In transitive time information-organizational sostykovka identity and image (on our terminology - realisation kontsepta "identoimidzh" about which speech will in detail go in the separate paragraph) in life and consciousness of a social generality is an essential problem of political management at country and region level. This management represents influence from power structures on society ability to live (social individuals in common making it, groups, layers, classes) for the purpose of its streamlining, perfection and development. Thus at the heart of political management are allocated, according to A.I.Solovyova, four tselepolagajushchih a component:

«- The purposeful regulation of public processes focused on maintenance of steady advancement of a society on a way of social development;

- Maintenance of optimum interaction between social and political, public both natural processes and structures;

- Inclusion of citizens during a political life on the basis of principles dominating in the state and norms;

- Maintenance of orderliness and stability political porjad -

2

kov ».

In an initial parcel to the decision of the given problem the new understanding arisen in Russia on joint HH and the XXI-st centuries sotsialnopoliticheskoj situations contains: formation of an image of all country is impossible without formation of images of its regions. And, that here initially, and that again, - a question, most likely, scholastic. But if to begin this process "from below" it is necessary to tell, that formation of own image of each region and increase of a rating (recognition) of territories promotes attraction to it of attention, gives possibility more effectively to lobby its interests, to improve an investment climate, to receive additional resources for development of local economy, to become a personnel reserve of federal elite.

It is more than that, successful advancement of image of domestic regions represents a perspective way of overcoming of difficulties at formation of image of all country - the Russian Federation. Timeliness of the given problem is accurately defined by those scientists-political scientists in which opinion (in particular, M.Hardta and A.Negri) one of the reasons of that Russia to the XX-th century beginning has appeared on a threshold of system crisis, is loss of own unique image by it and artificial substitution by its symbol of illusory prosperity of a consumer society [10].

Basically, imidzhetvorchestvo - a thing in social practice usual: to create the general representations about the state, about this or that settlement, territory, and also about the people, its occupying, is in traditions of the Russian validity as appears at V.I.Dalja: «in Russia anybody with hunger not umiryval», «In Siberia women koromyslami beat sables», «Went lines to Rostov, yes was frightened crosses», «Who in Odessa did not happen, that did not see a dust», «Kostroma - the lascivious party», «In Astrakhan and cows eat fish», «Live, live, children while Moscow has not visited», etc. [11].

Certainly, any worldly-household stereotypes, including from listed, especially impartial property, disappear in due course, and any in national memory for a long time remain («All Kostroma», «Odessa - a pearl at the sea») is wise. At the same time there are also new stereotypes («I Wish - to disperse to Moscow melancholy»), and the evolution of images (images) of various regions predetermined by cultural-historical dynamics and their territories can occur in a mode of rather fast changes.

Nevertheless, the modern image of the Russian region is in many respects predetermined its past (for example, Kuban - the Cossack edge), and also display of that general idea which allows to rally and adjust a social generality on the decision of the vital problems (for example, Kuban - a pearl of Russia, Kuban - a granary of Russia). Exclusive for life and consciousness of a social generality importance of such "idea-pravitelnitsy" (S.N.Trubetsky's term) is defined, according to E.A.Galumova, that, «that the society unites not only material, economic, political interests, but also first of all spiritually-cultural - radical, deep, fundamental» [12].

Certainly, round this national-cultural idea as original organizational-ideological attraktora modern image (image) of the country or region is formed. It unites a complex of the characteristics objective and interconnected among themselves obshchestvennogosudarstvennoj systems - political, economic, geographical, national, cultural, demographic, psychological, etc. They are formed in the course of evolutionary development and define tendencies of the further advancement of a social generality on a progressive way in the conditions of external - the period of globalisation and internal - a modernisation stage.

Is steady-attractive image of region - business difficult, but realizable if to its creation will put hands all its citizens and, first of all, those who represents power structures. Efforts of the last become presently more and more appreciable - especially regarding skilful kultivirovanija "dot" characteristics of region which on emotsionalnopsihologicheskom level associate at the wide public with concrete territory. With that end in view in public sphere the programmno-target method creates images of own regions as front lines, reformatory, safe, investitsionno favourable, etc.

In practice process of creation of an image of region usually gets two-integral character:

- On the one hand, it is continuously made informatsionnokommunikativnoe designing of internal image is what sees region its own inhabitants, that the big impact on their desire to live and work in this place, for example makes: «Sixteen young families of Yeysk area according to the regional and municipal program« to the Young family — accessible habitation »in 2006 have received grants and have found own floor space» [13];

- On the other hand, it is continuously made informatsionnokommunikativnoe designing of external image is what sees the given region representatives of other regions (and the countries), for example: «Turkish businessmen have shown huge interest to economic potential of Kuban. The quantity of the signed agreements and interrogation data testify to it: 83 % of foreign participants have interested the investment projects given on presentation in Istanbul» [14].

If to judge on concrete region of the country - to Krasnodar territory it is possible to notice, that its new image which essentially differs from its analogue of 1999 when according to various monitorings the region which had image of "a red belt», carried to a category not democratic now is formed. Authoritative style of a management, preservation of the old nomenclature, a party accessory of the first heads of edge [15], etc. However after fast change of the governor in were the reason for that
Region new representations about it as about democratic and investitsionno attractive, and also about its head as the leader of a new formation owning sufficient knowledge for successful management about modern political, economic, social and cultural processes began to be formed.

Generalising told, it is possible to present in a complex identifikatsion - but-imidzhelogicheskuju communication (in direct and return diffuzionnyh modusah) between the country and region in the form of the simple formula: the Social generality of the country (Identity of the country + Image of the country) ^ the Social generality of region (Identity of region + Image of region) which is graphically displayed on the Scheme 1.

The scheme 1


Modusy communications of identity and image of a social generality of the country and region
Identity + Image Identity + Image
The countries The countries Region Region

In effect, this approximate schematic expression of that politological formula of times of reorganisation when its initiator - the President of the USSR M.S.Gorbachev - called citizens of the country (weight and elite)
To formation such socially-state system (differently: a social generality) which would differ presence, on the one hand, «the strong centre» and, on the other hand, «strong regions». This initiative of the leader of the country, unfortunately, has not found support in the people and remained non-realised because of considerable prevalence in the beginning of 90th of the XX-th century of centrifugal tendencies of development over centripetal.

However now, in beginning HH! Centuries, this formula has considerably an every prospect of successful realisation in perimetre of the Russian Federation as by present time tsentrobezhnost in development of a domestic social generality it was balanced with tsentrostremitelnostju on extensive and intensive parametres.

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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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