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The problem of the comparative assessment of the scientific journals for the selection journal for publication of the papers of Russian scientists in the journals, included in database Web of Science (WOS), with consideration of their thematic discusses, and methodology for the solution of this problem suggests in the presented article. It applies for the specific subject category WOS and takes into consideration impact factor of the journal, number of the papers of Russian scientists, published in this journal in the previous years, average citations of these papers and their relative citations for the analysis of the list of journals of this subject category.The analysis of applicability of the suggested methodology has been implemented for the subject category of WOS mathematical&computational biology. A ranked list of journals, recommended for the publication of Russian scientists articles, has been achieved. The sustainability of this list for the different times intervals has been shown.As it has been concluded, suggested methodology may be applied for the journals of another subject categories WOS and can be useful for the Russian scientists, publishing their articles in the journals from WOS journals list. An applicability of the Bradford’s law for the porpoise of this analysis has been shown also.

Linear printed text and nonlinear hypertext compete for the attention of children and adults. The article will focus on the problems of reading in the new digital reality associated with the emergence of new format texts and changing reading practices. This issue is becoming relevant, as digital reading begins to prevail over traditional, which has an impact on individual readers and on the education system as a whole. This problem remains insufficiently studied in the social Sciences. The first part of the article discusses the possible social and pedagogical consequences of the transition to digital reading in education. A review of scientific research on the problem shows that children understand texts better if they read them on paper. One reason for this is the different purposes with which we read printed and digital texts. Screen reading is more often a means to communicate or to find information, with the result that the mechanism of digital reading can be defined as «read-slip» as opposed to a slower, thoughtful immersion in printed text. The modern education system should provide conditions for the formation of double literacy: traditional and new, which will allow to understand the deep and complex things presented in digital and printed format. The results of the empirical study of reading practices of fourth grade students will be presented in the second part of the article.

The paper is devoted to the issue of assessing the range of inclusive teacher competencies by the pedagogical community and their comparative significance for achieving the required learning results by students with disabilities. The paper presents the results of an empirical study aimed at identifying the general and specific in assessing the importance of inclusive competencies of a teacher by various subjects of staffing the inclusive educational process at school. The study involved 983 pedagogical workers employed in mass and correctional schools, as well as in pedagogical universities. They were asked to assess the significance of a set of indicators of the competence of an inclusive teacher, obtained on the basis of an analysis of the texts of 59 approximate basic educational programs for the training of future specialists in the field of inclusion. The results of the study demonstrated that a holistic assessment paradigm has not been formed in the pedagogical community in relation to the inclusive competencies of a teacher, which is expressed in the divergence of the corresponding assessment positions of university teachers who train teachers, teachers of mass and special schools. This confirms the need for further development of the model of inclusive competence of a teacher, its empirical verification and subsequent implementation in educational programs of continuous teacher education in accordance with the rapidly changing conditions of professional activity of teachers in an inclusive school.

The paper describes research principles and preliminary results of collaborative interdisciplinary research project aimed at the study of everyday cultural landscapes on the periphery of the Yekaterinburg and Tyumen urban agglomerations. The research design of the project implies a paradigm shift from expert reading of the landscapes to communicative learning of the environment, from the perception of the territories in question as resource reservoirs to their exploration as a domain of affordances providing opportunities for endogenous eco-nomic development. In 2020, an expedition worked in the villages of Tobolsk Zabolotye, in the cities of Irbit and Polevskoy of Sverdlovsk Oblast, and in the village of Belozerskoye of Kurgan Oblast. The cases and places deemed perspective in view of the application of the research method were characterized. This paper mainly pro-vides an overview of the methodological principles that underpin our ongoing study, which should be considered only as an outline of the preliminary results of the first year of field work. The main source of the theoretical inspi-ration for the project design was the idea of affordances, coined by the American psychologist James J. Gibson, who studied the problems of perception. The main methodological objective of the project is to apply the theory of affordances to the field study of strategies for everyday landscape choice. In the 2020 field season, the design of the project, envisaging comparative perspective and increased mobility of researchers, was significantly influ-enced by the method of traveling interview. While working in Tobolsk Zabolotye, we followed everyday patterns of mobility, conducting interviews along the way, discussing with the respondents the hierarchy of places and territo-ries, criteria for identifying vernacular regions, capacity of communication channels, modes of the mobility and its limitations. Concurrently, we were gaining the experience of non-discursive, embodied in materiality and corpore-ality, movement and recording local narratives of identity.

Introduction. The new digital economy and its constantly evolving paradigm have completely transformed the model of doing business and the learning methods. MOOCs (massive-open-online-courses) and micro-credentials are the educations interfaces, have become an important teaching environment tool. Distance learning has become an indispensable alternative teaching method in updating and transferring classical education materials according to real-world settings, especially for learners in higher education.Aim. The current research is aimed to address the society's readiness and attitude direction to the concept of MOOCs and distance learning, highlighting its emergence and inevitability for educational institutions of all types in order to make a fundamental change in their curricula, especially in e-business courses, which are the most demanded training courses on MOOCs platforms.Methodology and research methods. In the study, the awareness and recognition of the online community on the MOOCs concept is examined. In this direction, Turkish people's perception and attitudes toward MOOCs have been addressed via sentiment analysis on Eksi Sozluk, the largest social communication and discussion platform in Turkey.Results. According to the sentiment analysis results, it has been determined that 52% of respondents have positive judgments on distance education and MOOCs, 29% of responses are neutral and 18% are negative. In general, distance education and MOOCs are perceived as a useful new education model by the Turkish people.Scientific novelty. This paper is the first sentiment analysis of learners' opinions on MOOCs and distance learning in Turkey. Considering the increasing awareness of MOOCs and the need for e-business education, as the most demanded type of MOOCs, this is the first study investigating the priority of these two phenomena within the context of COVID-19.Practical significance. It is thought that this study will contribute to the stakeholders in terms of showing how MOOCs and micro-credentials have a high potential to understanding trends in education especially in the new normal after the COVID-19 pandemic. The holistic education model of institutions has difficulty meeting the competitive nature and result-oriented approach of the e-business ecosystem. This market reality requires the institutions to offer more to-the-point and applied education solutions. In terms of e-business (e-commerce, digital marketing) education, the importance of MOOCs as a solution-focused on “how” rather than “what” has been comprehensively discussed in the paper. Введение. Новая цифровая экономика и ее постоянно развивающаяся парадигма полностью изменили модель ведения бизнеса и методы обучения. MOOK (массовые открытые онлайн-курсы) и программы микроквалификаций - это образовательные интерфейсы, которые превратились в важный инструмент учебной среды. В высших учебных заведениях дистанционное обучение стало незаменимым альтернативным методом преподавания при обновлении и передаче классических учебных материалов в соответствии с реальными условиями.Цель данного исследования - определить готовность и отношение общества к концепции МООК и дистанционного обучения, а также подчеркнуть неизбежность их использования в образовательных учреждениях любого уровня, для того чтобы внести фундаментальные изменения в учебные планы, особенно в программы курсов электронного бизнеса - наиболее востребованного направления образовательных курсов на платформах МООК.Методология и методы исследования. В исследовании анализируется осведомленность общества о концепции MOOK. Восприятие и отношение респондентов к МООК было рассмотрено с помощью сентимент-анализа на платформе Eksi Sozluk (социальная коммуникационно-дискуссионная онлайн-площадка). Результаты. Согласно результатам сентимент-анализа, 52 % опрошенных оценивают дистанционное обучение и МООК положительно, 29 % - нейтрально и 18 % - отрицательно. В общем, дистанционное образование и МООК воспринимаются респондентами как новая полезная модель образования. Научная новизна. Авторы впервые провели сентимент-анализ мнений о МООК и дистанционном обучении среди пользователей этих платформ в Турции. Это первое исследование, в котором рассматривается приоритетность растущей осведомленности о МООК и необходимости в дистанционном бизнес-образовании как наиболее предпочтительном типе МООК в условиях пандемии COVID-19. Практическая значимость. Предполагается, что данное исследование будет способствовать демонстрации заинтересованным участникам того, что МООК и программы микроквалификаций имеют высокий потенциал для осмысления тенденций изменения образования, особенно в условиях модели новой нормальности после пандемии COVID-19. Целостная образовательная модель учреждения образования сопряжена с трудностями в плане соответствия конкурентному характеру и ориентированному на результат подходу экосистемы электронного бизнеса. Рыночная реальность требует, чтобы учебные заведения предлагали более целенаправленные и прикладные образовательные решения для развития данной сферы обучения. Что касается курсов электронного бизнеса (электронная коммерция, цифровой маркетинг), то важность MOOК как решения, ориентированного на то, как, а не что, подробно обсуждается в статье. The present research is supported by Inonu University Scientific Research Projects Coordination Unit (Project No. SBA-2021-2442). Данное исследование поддержано Отделом координации научно-исследовательских проектов Университета Инёню (проект № SBA-2021-2442).

The modern tendencies in the Russian system of education, the emergence of competition and market relations in this sphere facilitated the reconsideration of the scientific grounds for the higher educational establishments activity. The suggested theoretical and methodological approaches to the domestic higher educational institutions’ management are subject to debate. The paper analyses the most essential terminology for the theoretical grounds of production management applicable for higher education processes. The terms "production", "activity", "production process" are clarified. The frequently used term "the education services production" is proved to be incorrect. The paper specifies the educational service in the context of the higher educational establishment activity, taking into consideration that the educational service should provide the student with the appropriate knowledge, training management, teaching support and student’s own educational activity control. The educational production process with which the student interfaces is divided into three subsequent stages: preparatory, main and final. The essence of each stage is defined. The students’ and teachers’ educational activity subject and result identification ways are suggested. These ways are aimed at making ultimate decisions for educational establishment production management optimization and other aspects improvement.

The significance of the paper is predefined by the qualitative shifts in the information environment of society, characterized by the fluidity of the media. Social and technological changes in the Internet have had a crucial impact on the media audience’s perception of cultural artefacts. A decisive and ongoing factor has been the change in the functions of the audience, which is increasingly being transformed into an actor of information relations in society. In particular, there is a radical rearrangement of the actors in the subject-object relationship in media propaganda. In the media environment, the linear flow of time gives way to a chaotic flow that violates possible cause-effect relations; the values of artefacts of the past and present “stop having a certain propaganda impact on the audience, rather they themselves are “irradiated” by the propaganda intensions of the audience. Thus, the practices of symbolic domination implemented in the media environment acquire new forms and new social content. The empirical basis of the research was the findings of focus groups comparing the socio-philosophical meaning of movies from different eras (1968, 2015) and different countries (the USSR, the USA), with the same events as the basis of the movies. The meaning of the current problem predetermined the reference to the works of philosophers, political scientists, sociologists, theorists of journalism (Z. Bauman, I. Hoffman, S. Dudnik, D. Dubrovsky, S. Ilchenko, T. Eriksen, etc.). Methodology of focus groups, supplemented by the highlighting of semantic counterpoints of the discussions, their grouping and further inclusion in the context of the discussion to record the respondents’ reflection on the generalizing conclusions was used; content analysis of the transcripts of focus groups was conducted. The materials of the paper may be of interest to culturologists, political scientists and theorists of journalism. Keywords: fluidity of media, mediatization, artefact, propaganda, symbolic dominance, reflection

The aim of the study is to analyse the mechanism for increasing staff engagement through broadcasting corporate values and internal PR. The article substantiates the relevance of informing as a verbal means of positive content. The paper gives an approximate list of proclaimed and denied values. The authors consider corporate events with the aim of conveying the mission, values and ideology of the company to all employees. The study notes the role of regular informing for uniting employees into a single team, forming a sense of pride in the company for the staff. The article reviews the option of monitoring the level of awareness through a feedback questionnaire, notes the need for analysis of incoming data. The paper focuses attention on the formation of personnel identity and loyalty, the use of company symbols, the creation of corporate values and traditions.

Introduction. The area of intercultural communication with its system-forming theory, empirical research and implementation is gaining currency both in academic research and in the professional training of students. Regarding the latter aspect, there is a need (a) for developing a concept for the training of master’s students with knowledge of foreign languages; (b) for the introduction of new educational practices that successfully combine intercultural communication, foreign language and the modeling of communicative behavior in foreign language communication with its further reproduction in language practice in the students’ native language as well as (c) for the introduction of an educational project using modern technologies in the practice of institutions of higher education. The paper discusses the concept, structure and content of an educational project relying on the experience of higher education in Russia and Germany and aims to work towards an understanding of the social significance of future professional activities, primarily concerning the specific problems as well as of the adequacy of social and professional contacts in intercultural communication. Materials and Methods. Based on the subject, object and objectives of the study, the project’s methodological plan was implemented in the following stages: project planning, development of the fundamental features of the concept; determination of the project’s content; project modeling; introduction to the training of master’s students of various specialties at institutions of higher education. The methodological basis of the project consisted of the analysis of intercultural communication between representatives of the German and the Russian linguocultural community as well as the exchange of experience between them and their comparison. Results. Following the study and the exchange of experience between the institutions of higher education of Russia and Germany, the need for an integrative educational course was revealed, aiming at the improvement and optimization of intercultural communication skills at the level of both professional and personal communication with the goal to prepare master’s students for their future as researchers and practitioners. The educational project presented in the paper drawing on an eponymous integrative course will increase the efficiency of the training of master’s students from various specialized fields and prepare them for successful communication processes with representatives of other linguocultural communities. Discussion and Conclusion. The contents of this paper will be useful for researchers interested in optimizing the preparation of master’s students with knowledge in foreign languages by applying international experience.

Introduction. In the modern educational space, an intensive digital transformation is currently taking place, which imposes new requirements for teacher competencies. This determines the relevance of setting goals and solving problems in order to develop up-to-date models for improving the qualifications of teachers of vocational education and training (VET). The paper discusses the current state of the development of digital competencies of teachers and teachers of Serbia and Russia in line with the European Digital Competence Framework (DigComp) and the European Digital Competence Framework for Educators (DigСompЕdu). The paper includes an analysis of the peculiarities of vocational education and training systems, as well as the directions of further training of teachers, conducted by participants in the international project “Professional Development of Vocation Education Teachers with European Practices (Pro-VET)”. In order to better understand national contexts, the content of the reports of the participating countries of the project was analysed in the context of the EU policy and strategy for the development of digital competency of VET teachers. In this article, the authors focus on exploring digital competencies required of VET teachers within the European Digital Competence Framework for Educators (DigСompЕdu) to identify digital competencies and development needs of Serbian and Russian VET teachers when working in online learning environments. The aims of the research are the following: 1) to compare the educational needs of Russian and Serbian VET teachers in the development of their digital pedagogical competencies; 2) to identify the theoretical and practical base for VET teachers’ digitally competent development programme design in the context of online learning according to the best European practices in the field of VET. Methodology and research methods. The development of the model was based on learning theories, didactics and practical approaches to soft skills development in online learning environments. The research has been conducted by the means of document analysis, theoretical analysis and synthesis methods, comparative method, modelling method and expert estimation method. Results and scientific novelty. Key aspects of VET teacher training systems in Russia and Serbia are compared and needs in development of digital pedagogical skills of Russian and Serbian VET teachers are identified. A developed model of VET teachers’ digitally competent development programme design in the context of online learning according to best European practices in this fields is represented by two components: structural and functional. The structural component of VET teachers’ digitally competent development model contains: learning theories and didactics, adult learning theories, soft skills development approaches in online learning, learning outcomes development approaches. The functional component of the model contains: national and European educational policy, strategies in the field of digitalisation of education and the development of digital competencies of teachers, European Union policies related to online learning; pedagogical, psychological and didactical design parameters of the content of advanced training programmes in the context of e-learning. Practical significance. The demonstrated model is being tested in the framework of the implementation of the international Pro-VET project supported by ERASMUS+. Methodological approaches, procedure and tools of VET teachers’ digitally competent development are being developed and tested. The application of digitally competent development programmes ensures the transparency of training and allows for the correlation of national and international training programmes as well as the development of academic and professional mobility of VET teachers. The process of designing such educational training programmes in online environment for VET teachers has begun at some universities in Russia and Serbia (participants of the project). The developed online training programmes can be used as a basis to design more quality online courses beyond the Pro-VET project in the sphere of professional development for VET teachers.

The article considers the possibilities of developing marketing interaction of higher education organizations with stakeholders using digital marketing tools and technologies. The study presents an overview of the University stakeholder groups in Russia and their classification according to the quadrants of influence. The author provides the tools and means of digital marketing communications in the context of stakeholder groups and the prospects for their use for organizing marketing communicative interaction of the University. The paper studies in detail the possibilities of developing marketing interaction between the university and students on the basis of modeling the student’s experience on the path of his movement from the applicant to the graduate.The presented student experience includes six main stages, including the search for a University for admission; submission of documents and enrollment; educational and extracurricular activities; graduation and graduation; employment; career development. The author highlights within each stage of the student’s experience the main points of contact with the University. The paper presents opportunities for the development of marketing interaction between the University and students through the introduction of digital tools and marketing technologies, as well as their impact on the student experience model.The article considers the possibility of developing software services as promising digital tools and technologies for use in higher education organizations, including the functional requirements for such services at the level of user requirements, including the applicant and student, as well asthe possibilities of digital marketing communications with students, including both online and offline communications.Based on the study, the author makes a conclusion about the main advantages of the development of digital tools and marketing technologies in organizing marketing interaction between the University and students, as one of the key groups of stakeholders.

The article describes the methodological, methodic and socio-project aspects of the views of the modern sociologist and political scientist M. Castells in the framework of a discursive analysis of the possibilities of their use in the further institutionalization of digital sociology, as a relatively autonomous set of scientific data of sociology. The author considers literary sources related to the scientific work of M. Castells, methodological tools of discursive analysis and databases. The paper describes theoretical approaches to the study of the concept of the power of communication in ontological and socio-cultural contexts, as well as the characteristics of the author’s empirical sociological research in the framework of disclosing the logical and semantic components of the concept under consideration. Based on the discursive analysis, the author reveals structural, functional, procedural, organizational and managerial components of the theoretical views of the scientist, which help to clarify the object-subject sphere and the methodological arsenal of sociological research in the field of information and communication network “Internet”. The article considers the scientific approaches of the scientist to clarify the concept of “power” by explaining the role and place of actors in it, as well as use by them of social networks for their influence. The author highlights separately the scientist`s disclosure of the “network society” concept, which determines the network structure of connections based on the activation of information. The paper describes the features of the scientific method of M. Castells, associated with the postulation of the thesis of the regularity of the continuous replacement of scientific concepts in the knowledge of power relations and communications, the importance of flexibility and changing the angle of view of the scientist to solve specific research problems. The author emphasizes the interdisciplinary nature of the scientific methodology, method and socio-project approaches of the scientist. The study gives the directions of implementation of scientific developments of M. Castells in digital sociology, substantiates socio-project ways of increasing the positive potential of Internet communications in the context of digital society development.

The paper describes the main stages and transitions in the unfolding of the Learning Activity which is reviewed within the framework of D.B. Elkonin and V.V. Davydov’s concepts about the meaning and content of education. The unfolding of teaching/learning is explained through the emergence of a joint action of teacher and students, that is, the Mediative Action. The concept of the Learning Task as a basis for constructing the general method of action, central to the system of D.B. Elkonin and V.V. Davydov, is also considered as a source of learning motivation. The learning task is seen as the distinct opposition between the search for the method of acting (possible scaffolds of acting) and the very achievement of the result, i.e. the opposition between the consideration (of situation) and the immediate achievement (of result), and, therefore, the opposition between the intriguing (interesting) and the required. The paper also focuses on the evolution of modeling as the evolution of sign mediation in the student’s activity. As the student progresses from understanding and configuring the model to using it as a means of acting, the model evolves. Having gained the function of the means, the model becomes a resource of possible action, and that is how the experience of acting appears before the student him/herself. The unfolding of the learning task and modeling is conceptualized as the correlation between functional genesis and ontogenesis.

This article deals with the current issue to develop the phenomena and processes, which characterize the transition to new social reality in a global course for the universal digitization of human life. Referring to the existing polemical and negative discourse in the academic circles as to digital technology influencing man, the author’s focus turns to the question of how digital technology influences an average member of society. To answer this question, one should take into account not only “liquid” social reality, but digital trends. The paper presents the author’s definition of theirs. Further, the author refers to deviance study as part of sociological knowledge through which it is possible to make a comprehensive analysis of the social destruction. By using a historiographic analysis it is concluded that, not rejecting the described theories, in the transition to digital social reality there is a need for specifying and conceptualizing the theory of deviant behaviour adequate to the changing times in society. The reasons given for deviant behaviour the author provides the fundamental and system-creating processes of society as a whole. Among the reasons of no small important analyzed by the author, for instance, the impact of globalization or the substantial transformations of science and education, the changes in happening to modern man under the influence of the digital environment are emphasized. The author notes that modern man has new social-psychological traits, conditions, characteristics. The paper gives their description classified according to their influence on the member of society. When being more approximately studied by researchers, these new conditions, reactions and traits blend in the new forms of deviance. The article also theorises the author’s definition of digital deviance (digital deviant behaviour), its peculiarities and typology. An empirical study on measuring digital deviance by computing the relevant indicators is intended to be conducted.

The paper analyses a cross-cultural asymmetry in scientific papers and their titles in Russian and in English, exposes most characteristic distinctions between authentic scientific paper titles in both languages and shows explicit incongruency between authentic paper titles in English and those literally translated from Russian, which often demonstrate cross-linguistic interference between Russian and English academic style. Special attention is payed to its reasons and the ways to overcoming it, as well as to discrepancies in Russian vs. English academic style predetermined by their different grammatical organization and culture-specific cognitive and communicative dominants in the interaction between the author and the reader. The extensive corpus-based empirical data for the carried out contrastive investigation covers authentic scientific paper titles in Russian, their published translations into English, and authentic scientific paper titles from leading international linguistic journals, published in English in 2018-2020 and indexed in Scopus. The overall corpus volume is 7800 titles.

The paper scrutinizes the problems of positioning and managing the brand of an educational institution. Lack of the algorithm for managing a university brand on the basis of a positioning strategy is the main issue for academics to resolve. The authors find that the concept of position in the scientific literature has been little studied. At that, the position communicated by the university may not coincide with consumer perceptions of its brand. The methodological basis of the research includes the theoretical principles of brand management and positioning, as well as marketing research methods: content analysis, consumer surveys, in-depth interviews, expert assessment of the position characteristics. The authors propose a detailed definition of the term “position of an educational institution” and develop a typology of positioning strategies in the market for vocational education based on a combination of points of parity and points of differentiation characterizing the position of a university. The paper provides an algorithm for dynamic brand management that allows identifying and smoothing the differences between the position claimed by the university and that perceived by consumers. The brand management algorithm is tested using the case of the Ural State University of Economics (USUE). The results show that the USUE’s position corresponds to consumer perceptions for only 54.7 %. The article presents the university’s characteristics to be corrected and devises a scheme for marketing communications to bring the university’s position into compliance with consumer perceptions.

The article examines the critical views on the bureaucracy of political philosophers and experts in the field of public administration, from the end of the eighteenth century to the present day. The emphasis is on the fact that phenomenon and concept of bureaucracy is one of the most discussed and analyzed within the science of public administration. Despite the historical stability and evolution of the theoretical foundations of bureaucracy, the latter is increasingly criticized by researchers. The analysis of critical sources of bureaucracy as a scientific model and the practical organization of a public administration confirms the idea of the non-relevance of bureaucratic management mechanisms in the context of modern, dynamic social transformations. The goal of the paper is to comprehensively analyze critical assessments of the bureaucracy at the level of theory and practice, to systematize the dysfunctional characteristics of the bureaucracy as a form of administration. The analysis of the papers of such scholars as Ch. Barnard, Ch. Goodsell, R. Hummel, R. Merton, M. Meyer, etc. shows that the disadvantages of the bureaucratic model of public administration include its mechanistic character, absoluteness of rationality, antihumanism, and formalization of procedures. Today, most scholars recognize the need to establish a post-bureaucratic (postmodern) model that recognizes the primacy of a person (citizen) over the state apparatus, the need for his / her active involvement in public policy, efficiency and effectiveness as the main criteria for the quality of public administration activities, etc. Another form of critique of bureaucratic practice is the researches of gender scholars. These critical remarks, above all, are due to the rejection of the rationalist-modern form of organization, as a definitely male center.

The paper discusses the special features of transformation of business institutions in the process of economic activity digitalization. Methodologically the research is premised on the theoretical concepts of evolutionary and neo-institutional theory, the concepts of the sharing and digital economy. The basic research method is a logical-structural analysis of theoretical and empirical data in the public domain. The study reveals socio-technological driving forces of the development of the digital economy: big data, cloud and blockchain technologies, digital platforms, the Internet of things, the concept of a smart city and the sharing economy. The author formulates the characteristics of economic activity digitalization: an increase in the share of services in total production, a growing decentralization of resources, a rise in the share of instant transactions, the use of cloud technologies, the development of the sharing economy and institutional support for business. The article lays down the principles of economic activity digitalization based on decentralization of resources that embrace expediency, usefulness and effectiveness of digitalization. The paper also identifies the principles of evolutionary development: uncertainty, formality and inevitability of digitalization. It looks at the transformation of business institutions in the process of economic activity digitalization, which lies in three processes: a significant reduction in life cycles of business institutions resulting from making rapid managerial decisions, as well as the increasing role and the shifting content of informal business institutions to the field of rational values and self-expression. The author demonstrates the application of socio-technological УПРАВЛЕНЕЦ 2019. Том 10. № 2 10 Развитие рынков: управленческий аспект driving forces to manage a firm’s resources. The use of blockchain technologies and big data is expedient to manage labour resources. Cloud technologies and crowdfunding are used to regulate financial resources. When managing the development of material resources, it is advisable to apply the Internet of things and the sharing economy. Information resources are organized through digital platforms. The research findings can be of use when mapping out strategies for the development of individual companies, sectoral markets and state management of economic sectors.

This paper discusses the outcome of the research that was conducted as part of the projects completed in the Centre for Leadership Development in Education, Institute of Education and Faculty of Business and Management, NRU HSE in 2017—2018.The research was carried out in two university cities of the Russian Federation — Moscow and Tomsk — and was based on Alan Rowe’s methodology. The target of the research is the decision-making styles applied by state-funded school principals. The research aims to establish trends in the employment policy in the two cities and claims that it is characterized by the ratio of the number of principles with a peculiar decision-making style to the total number of principles in the sample. The paper contains questionnaire data, focus-groups data and transcripts of interviews with principles and members of their management teams. The outcome correlates with the major structural and employment reforms that have been made in Moscow within the last 7 years.

The concept of apocalypse is well established in all the major religions of the world, be they Semitic religions (which include, Judaism, Christianity and Islam) or Hinduism. The underlying idea behind the concept in all the religions remains the same, that is, the world will come to an end. The end itself, which has been called the Judgment Day, Day of Resurrection, or the Day of Retribution or Reckoning will be preceded by some signs. It has also been called the day of Apocalypse, the day when the whole world will be destroyed. One of the distinct forms of it is Muslim Apocalypse about which a lot has been written. However, the argument of the present research paper shall be to examine the concept of the Mahdi (a.s) primarily from the Shi’te Muslim point of view. The premise of the argument is that Shi’te argument or concept of the Mahdi (a.s) is far more substantial having a solid theoretical foundation than the other perspectives about it. No wonder, therefore, the concept of the Mahdi (a.s) has manifested itself in literature across cultures and ages. There are so many poets, primarily, Muslim poets who have highlighted this concept in their poetry and thus the research paper shall make an attempt to look at some of those poets and their understanding of it.

Статья посвящена сравнительному анализу проекта культурной психологии религии, предложенного психологом религии Якобом Белзеном и социокультурного подхода в психологии религии. Предпринимается попытка сопоставить приведенные подходы, обозначив проблемное поле современной зарубежной психологии религии и выявив основные аспекты взаимодействия религии и культуры в обществе. Помимо этого, уделяется внимание и различным интерпретациям целей и задач психологии религии., The paper is devoted to the comparative analysis of the project of cultural psychology of religion proposed by Jacob Belzen, a psychologist of religion, and the sociocultural approach in the psychology of religion. The author of the paper compares the mentioned approaches, marking the problem field of the contemporary psychology of religion and identifying the main aspects of interaction between religion and culture in society. In addition, attention is paid to the various interpretations of the goals and objectives of the psychology of religion., Научное мнение, Выпуск 4 2020

В статье рассматриваются этюды А. Рубинштейна ор. 23, которые композитор создавал в период активного формирования своего пианистического мастерства. Анализируемый опус заложил основы русского концертного фортепианного этюда и явился предтечей сочинений П. Чайковского, С. Рахманинова, А. Скрябина и др. Раскрывается суть новаторских принципов работы А. Рубинштейна над фортепианной техникой. Подчеркивается роль названного опуса в воспитании целого поколения российских пианистов. В статье каждый из этюдов А. Рубинштейна подробно анализируется с исполнительских и методических позиций. Делается вывод о том, что современные исполнители и педагоги, обратившись к забытым страницам прошлого, могут почерпнуть в них немало интересных идей и обогатить свой репертуар., The paper considers etudes op. 23 by A. Rubinstein, which the composer created in the period of developing his piano mastery. The opus under study laid the foundation of Russian concert piano etude and was a precursor of compositions by P. Tchaikovsky, S. Rachmaninoff, A. Scriabin etc. The author reveals the essence of A. Rubinstein’s innovative principles for developing piano technical skills. The author emphasizes the role of the given opus in educating a generation of Russian pianists. The paper provides the analysis of each etude by Rubinstein in terms of its playing and methodological positions. The author draws a conclusion that today’s musicians and teachers, by turning to the forgotten past, can spot a number of interesting ideas and enrich their repertoire., Университетский научный журнал, Выпуск 58 2020

The paper analyses the collective cultural representations (identities) of local communities, as well as the methods of framing and narrative coding of the social world in Northern rural communities. The research is based on the author's fieldwork conducted in the Yamalsky District of the Yamalo-Nenets Autonomous Okrug in July — August, 2017 and April, 2018. The basic theoretical approach employed is an ethnographic version of the Theory of Local Texts. A model of the sign-textual environment of the Northern rural community (sender — form of speech — addressee) is proposed, which specifies communication levels and respective identity formulas. This model has allowed the manifestations of official and lower identity politics to be determined. With regard to the dynamic aspect, the sign-textual environment of a Northern rural community presents itself as a constantly unfolding polylogue between «producers» of meanings who have different, varying in power, interests and positions. Each position correlates with a certain form of expression (official billboard, artistic street art, graffiti) and narrative strategy. Visualization of local identity formulas, the professional brand of a community and the formation and development of a presentation «clip» (graphic promotional merchandise) characteristic of Northern communities enriches their cultural landscapes and opens new channels for self-identification and self-expression to its members. In the second part of the research, the paper presents a case study, which is aimed at analysing an actual case of producing a local text in a typical Northern community «under the patronage», the Novy Port settlement. The paper reveals interaction mechanisms between the main subjects of local text production: «Chief» companies, Administrations, painters and local citizens. At the end of the paper, it is concluded that the collective cultural representation of a place results from a situational compromise between «producers of meanings». In other words, the identity of a Northern community is not merely something given that demands expression, but rather a «negotiated» construction recorded here and now. In a wider time perspective, it is only one of possible methods for the framing and narrative coding of social experience and social world by individuals connected to this place.

Раскрыты особенности внедрения цифровых технологий в сфере музыкального образования на традициях народной инструментальной культуры. Показаны потенциалы построения образовательного процесса на основе многовековых традиций русского народа, его богатейшего культурного наследия, в частности, народной художественной культуры. Показаны и проанализированы функции народной художественной культуры. Актуализировано значение знания и уважения культуры своего народа как гаранта самосохранения этноса, укрепления социального самосознания, формирования толерантных взаимосвязей и взаимоотношений с другими этносами. Рассмотрено значение народных инструментов в музыкальном образовании детей. Раскрыты возможности решения проблемы архивации продуктов культурного наследия и обеспечения к ним полноценного доступа. Продемонстрированы современные возможности дистанционного образования и использования ресурсов цифровых технологий в музыкальном образовании. The paper presents the peculiarities of introduction of digital technologies in musical education on traditions of folk instrumental culture, the potentials of building an educational process on the basis of centuries-old traditions of the Russian people, its richest cultural heritage, in particular, folk art culture. Functions of folk art culture are shown and analyzed. The core viewpoint of the paper is showing the importance of knowledge and respect for own culture as a guarantor of self-preservation of the ethnic group, strengthening of social self-awareness, formation of tolerant relationships and relationships with other ethnic groups. The importance of folk instruments in children's musical education is considered. The possibilities of solving the problem of archiving of cultural heritage products and providing them with full access are explored. Modern opportunities of distance education and use of digital technology resources in music education are demonstrated.

The paper examines the evolution of the Circassians’ oaths in the period of 1800-1855 in the context of changing religious views. The research materials are represented with the archival documents of the State archive of the Krasnodar Krai (Krasnodar, Russian Federation) and with the sources of personal origin belonging to emissaries and agents who have investigated the situation or resided on the territory of Circassia for some time. The methodological basis of the paper includes the principles of historicism and objectivity which are traditional for research of this kind, as well as analytical, probabilistic-statistical, typological and comparative methods. Using these methods has allowed us to compare the oath texts and to identify their peculiar features. Besides, on the basis of various facts obtained in the process of documents’ processing, the method of historicism has let revealing the relevant phenomena and processes associated with the change of religious rules in Circassia in 1800-1855. We conclude that during the civil war in Circassia in 1785 the system of religious rules was changed, and the Koran got the equal right along with the Bible, the Psalms of David and the Book of Evangelists. After 15 years, in 1800, the Circassians swore on these four books in their oaths. However, in 1842, there was no mention of the Christian books in the oath texts. In our opinion, this fact proves the conducted activity aimed at discrediting the Christian and pagan beliefs of the population and the victorious spread of Islam in the region. Nevertheless, the Circassian aristocracy, who left Circassia and moved to the Russian territory, retained the references to the ancient Christian books in their oaths.

The paper presents the results of discourse analysis of bikers’ communication. The authors aim to reveal key axiological values in biker subculture, as well as discovering linguistic features in discourse of this social group and characterizing its members’ identity. The study takes a close look at how values are actualized through their linguistic forms in discourse. The research is innovative in that it attempts to employ discourse analysis in order to explore youth subcultures, specifically biker subculture. The paper offers a literature review focusing on biker subculture and covering some aspects of youth discourse in general. The authors provide a theoretical background for using the category of topos to reveal values in biker subculture. The findings include a list of principal topoi that provide a frame for the construction of bikers’ collective social identity. The authors argue that the social category ‘biker’ is constructed through the topoi of ‘bike’, ‘pleasure’, ‘danger’ and ‘brotherhood’. The conclusion is drawn that the biker is discursively constructed as a person who loves life, respects and appreciates peers, treats riding a bike with all responsibility, but who at the same time takes а risk to get excitement. Linguistic resources used in bikers’ communications are various and embrace lexical units of evaluation, references to feelings and emotions, metaphors, a vast number of jargonisms and elements of folklore.

The paper discusses English mainstream discourse specifics and its expanding under the lens of collocations. With discourse definition being provided, discourse vs text differences are reviewed. Based on the mainstream discourse definition, collocation examples borrowed from the authentic English sources have been collected and studied. The paper analysis is focused on featuring their semantics, with some of the examples undergoing reinterpretation of the words’ direct meaning. Other cases are emphasized as hard to reveal the direct meaning due to lack of information transparency or triviality conveyed by a marked out component of the collocation. The scientific originality of the study is expected to be found in the way the authors verbalize the information. The specific intentions are conveyed by “ packing ” them into a language structure with specific features attached. The backdrop knowledge used embraces both the language structure insights and those of the social context, social “landscape”, anthropogenic figurativeness, etc to reach the targeted addressee. The research topicality as considered by the coauthors, involves identifying the usual discourse expansion features which characterize general or specific language “landscape”. The verbs and collocations with a certain role to play in a verbal and cognitive process of discourse expanding, its dynamic changes and mainstream text organization are analyzed as a part of the respective semantic field.

Introduction . Professional training of the people possessing a wide range of entrepreneurial competencies is becoming an imperative in the conditions of a post-industrial society development characterized by a focus on innovation, priority of knowledge, a high level of competition and involvement of a big proportion of population in service industries. Universities are charged to play a key role in developing highly qualified specialists with an extensive creative and intellectual potential capable of implementing various business projects and becoming a driving force of a sustainable economic growth in their countries. Therefore, there is a big interest in practices of developing graduates’ entrepreneurial culture and literacy established in universities of developed countries. Aim . The article is aimed at systematizing the existing experience of the US and UK universities in delivering entrepreneurship education based on academic models as well as considering a possibility of adapting the most efficient conceptions, teaching approaches and techniques within the Russian higher education system. Methodology and research methods . The methods include a qualitative analysis of the concepts “entrepreneurship education” and “entrepreneurial competencies”. A case study method was used for describing the academic models applied for teaching entrepreneurship in different universities. Results and scientific novelty . The processes and outcomes of entrepreneurship training in the US and UK higher educational institutions were characterized and compared. The paper provides the description of the academic models applied at the leading universities for providing business education. They integrate the elements of experiential learning, multidisciplinary, multicultural, interactive, learner-centered teaching approaches to developing entrepreneurial behavior patterns, key and variable competencies and “soft” skills. The paper reveals the problems and drawbacks of entrepreneurship education delivery within the Russian higher education: a discrepancy between the competencies fixed in university curricula and the ones actually needed; an inadequacy of teaching methods and absence of consistency in the course of students’ acquisition of theoretical knowledge and practical skills for efficient entrepreneurship activity. Practical significance . The recommendations for improving entrepreneurship education in the Russian higher education system were proposed. The authors grounded a need for implementing an academic model of experiential learning, which enables graduates to develop entrepreneurial competencies and acquire a system of knowledge in the field of entrepreneurship.

In the paper, the specific narrative structure of the novel “Cloud Atlas” has been analyzed. The array of philosophical questions that determine the post-postmodern literature has been outlined. In the novel, the motif connected with the rebirth of the human being has being explicated; the belief related to the irrational bond between the events in the past, present and future, about memory as a special sphere where the crossing of different temporal modes is possible has been visualized. Changeable in this transformation system are such factors as sex, gender, social positions, religious affiliations, etc. The immanent essence of the “humanity” has been defined. This, Sonmi~451 in the fifth story struggles against the totalitarism which cultivates the industry of consumerism transforming entertaining ads and other forms of leisure into the ideology. The forms of criticism toward the consumerism and the bonds between memory, knowledge, and power have been explained. In the paper, the author focuses on the features related to the transition from postmodernism to post-postmodernism in contemporary English literature. The key features of postmodernism in accordance with the theoretical approaches I. Hassan, M. Foucault, F. Kermode, D. Fokkema, etc. have been outlined. The categories of inconsistency and immanence that determine the characteristics of the postmodern sensibility have been emphasized. The conflicts between reason and intuition, myth and technology, religion and science have been analyzed in the discourse of post-postmodernism.

Background. The authors of the paper enquire how the continuity and maintenance of social identity is carried out from generation to generation. Particular attention is drawn to the memory of the traumatic past of the group, such as repression and deportation, as they contradict the widespread view of social identity as a tool for achieving positive individual self-esteem based on a positive image of the group. The paper assumes that cultural memory being a link between the past, the present and the future of the social group ensures the continuity of social identity. Identity that includes the comprehension and experience of the negative past of the group is also considered. Objective. The objective of this study is to justify the role of cultural memory as the basis of identification with the group and an empirical test of the relationship between the two constructs. Design. A written questionnaire was offered to 296 people aged between 17 and 70 (M = 26.22, SD = 10.0) who identified themselves as Ingush. The respondents answered questions about their social identity (ethnic, civil and religious), assessed their experiences related to the deportation fact, and substantively argued the need to preserve the cultural memory of the deportation. Conclusion. The data obtained show that the extent of identity within the group is positively correlated with the extent of the deportation experience, although these experiences are by no means positive (anger, insult, humiliation, heart pain, etc.), and also with the frequency of recalling the fact of deportation and desire to learn more about this event. The obtained results confirm the suggested assumption about the role of cultural memory and allow to develop further research on clarifying the relationship between cultural memory and social identity, assessing the impact of such additional factors as group emotions, psychological well-being, etc.

The paper addresses the issue of factors that define the choice of university and future profession in prospective students of the Tula State Lev Tolstoy Pedagogical University. The motives of professional choice are essential when it comes to analyzing the conditions of development of professional subjectness. Our study involved 62% of all first-year students and 85% of first-year students of pedagogical departments. We used our specially developed questionnaire “Motives of University Choice” and a set of others, such as V.G. Katashev’s “Technique for Measuring Learning Motivation in Students” and K. Zamfir’s “Work Motivation Technique” (modified by A.A. Rean). The outcomes show that most students make choices basing on their emotional attitude to the professional sphere which is generally positive. Also, it was revealed that important inner and outer positive motives prevail in most future teachers. The paper states that it is necessary to find the universal criteria which could help predict successful self-actualisation in profession in individuals during their study at university and thus help reveal the mechanisms for managing this process. Finally, we suggest some possible forms promoting professional self-orientation at university.

The paper reviews the problem of the structure and functions of the Russian language textbook in a retrospective aspect.A critical analysis of psychological and didactic research in this field revealed that, despite a significant number of published works, the question of the scientifically grounded structure and functions of the textbook has not been resolved.The structure of textbooks of a new type described in the paper was developed basing on the systematization and generalization of psychodidactic knowledge as well as on the fundamental and individual studies carried out by the authors of these textbooks.The paper outlines the key principles of this Russian language course developed for students of 1st-9th grades.This course is built on a syntactic basis and is designed not as concentric circles, like the existing textbooks, but as an expanding spiral.The paper reviews the structural components of the textbook (theoretical linguistic texts, theoretical psychodidactic texts, fiction texts and educational texts of the tasks) which are aimed at forming the psychological mechanisms of literate oral and written speech in schoolchildren, at developing their text comprehension skills, awakening their emotions through reading.The paper concludes with examples of some structural components of the textbook.