Abstract: The topic of this study is public art in Europe at the turn of the 19th and 20th centuries. The author thoroughly examines the formation of theoretical concepts of European public art and their practical application in public spaces. The research shows that the period from the end of the 19th century to the beginning of World War I was key for the practice of public art, its organizational development, and international relations, which contributed to the global recognition of public art. The concept of public art emerged during this period with the aim of defining, protecting, and disseminating "public interests in art," with typical practices tending to emphasize social aesthetic responsibility and local features. Subsequently, various interpretations of "public interest" by elites, policymakers, various actors, and the public led to a diversification of public art practices and public understanding. Special attention is given to the formation, development, and impact of European public art, as well as Europe's contribution to public art research. The research methodology includes an analysis of historical sources, a critical review of literature, and case studies on selected examples of public art in various European countries. The results of the study show: an analysis of historical documents related to the inception of the term "public art" revealed that public art in Europe at the turn of the 19th to 20th centuries had a guiding influence on public art practice worldwide and on international relations, and there is even reason to believe that the concept of "public art" as a widely accepted idea originated at that time. The novelty of the research lies in the fact that previously, scholars studying the theme of "public art" often relied on American theories or the concepts of public art from the time of Roosevelt's New Deal, overlooking the influence of Europe on the development of "public art." The author proposes and emphasizes the importance of Europe's contribution to the development, practice, and influence of the concept of "public art."

Keywords: Impact of Public Art, Public Policy, Popular Art, The Regenerative Art, Broerman Evgeny, Locality, Publicness, Public interest in art, Concept of public art, European Public Art

Abstract: The work is devoted to the philosophical analysis of a number of culturological factors related primarily to visual genres and forms of culture, the subsequent impact of which on the rapid development of scientific and technological progress in the last decades of the XX – first decades of the XXI century directly or indirectly influenced the features of the functioning and appearance of the interface of screen devices in their now familiar form. The historically alternating cultural requirements for transformations of visual images in relation to their perception were investigated in diachrony. Through the analysis of visual culture, the authors consider modern technology as a unity of three components: technological, socio-cultural and anthropological. These components allow us to present the technique as an integral phenomenon for philosophical consideration. The research methodology is based on the use of empirical material from the field of modern technology development, and also includes an analysis of historical, philosophical and cultural sources related to the study of technology. When comparing the mimetic forms of traditional culture with the mimetic ways of reflecting the screen-type interface, a comparative typological approach is applied. The scientific novelty of the research lies in an attempt to compare the mimetic forms of traditional culture with the mimetic ways of reflecting the screen-type interface. By comparing these forms, the authors go out to study a broader phenomenon of modern society and culture – the phenomenon of technology. This research contributes to the development of the philosophy of technology in Russia. One of the tasks of the philosophy of technology is to study the subject of technical activity, which functions today as a new technical environment, in the context of digital and nanotechnology. Technical activity is the basis for the emergence of new knowledge about society. Technology acts as a form of materialization of ideas in practice, affects the development of technical sciences, all branches of knowledge in the modern world. Screen culture acts as a part of technical development based on the digitalization of technologies, but at the same time, it allows us to present technology as a unity of technology, man and society.

Keywords: technic, screen mimesis, mimesis, human, pattern, culture, screen, virtual reality, society, interface

Abstract: The article substantiates the essential characteristics and factors of the development of tourism activities based on gastronomy, as a form significant in the promotion of territories and their branding. Our research is significant for understanding this issue in the Republic of Sakha (Yakutia). The form of tourism we have mentioned plays a significant role in the branding of territories, as it allows regions to stand out and attract tourists through unique culinary offerings. The object of the study is the branding of territories. The subject is gastronomic tourism as a form of socio-cultural branding of territories. The authors consider such aspects of gastronomic tourism as cultural immersion, economic impact, importance in the formation of the territory's brand, its sustainable development and educational opportunities. These aspects emphasize the importance of gastronomic tourism as a multifaceted and significant area in international tourism, contributing to cultural exchange and economic development. The work uses a culturological approach, descriptive and the method of included observation, reception of analysis and synthesis, induction and deduction. The SWOT analysis method was aimed at understanding the strengths and weaknesses, opportunities and threats to the development of the tourism industry in the region. The relevance of the study is due not only to the growing interest in gastronomic tours in world practice, but also to the importance of this type of tourism in positioning regional culture and promoting the territory. Recommendations have been developed aimed at developing and strengthening gastronomic branding in the Yakutia, the implementation of which will allow the formation of a strong gastronomic brand of Yakutia, contributing to attracting tourists and supporting the local economy. The article emphasizes that the gastronomic brand is a powerful tool for the development, strengthening and promotion of regional territories, contributing to their economic growth and strengthening cultural identity.

Keywords: Yakutia, yakut cuisine, food culture, national cuisine, gastronomic culture, territory, brand, gastronomic tourism, tourism, culinary tourism

Abstract: The article examines the figure of the «architectural critic» as a phenomenon of post-Soviet media culture, the main period of which falls on the 1990s-2000s. Against the backdrop of an extensive cultural background of significant transformations in the architectural sphere in the early post-Soviet period, the crisis of expertise of the discourse of Soviet architecture and at the same time architecture gaining widespread public interest, a new space of architectural criticism is being formed, which for the first time in a long time appeared on the pages of mass periodicals. The new critic is a kind of cultural observer, and his representation (including self–presentation) as an «architectural critic» is not just a designation of a type of professional activity, but an element of constructing his own expert position. Based on the study of an array of publications on architectural and critical topics in mass media, the main features of the figure of the «architectural critic» as a cultural phenomenon are demonstrated. With the help of a discourse analysis of articles of an architectural-critical orientation, which were published in mass media of the 1990s-2000s, it is revealed how the identity of an architectural critic is constructed: from what position he speaks, in what environment his figure is formed and to whom it is addressed. Research on the features of post-Soviet architectural discourse and its place in the media space undergoing significant transformations is currently significantly limited by institutional architectural optics, which assumes a linear view of the development of architectural criticism as a theoretical discipline and expert knowledge produced by architectural professionals. The dynamics of cultural forms in the 1990s-2000s shows us significant shifts in the field of expert knowledge production, giving rise to new critical practices and new identities that are associated with them, one of which is the «architectural critic». The study reveals the specifics of the critic's new status as a «public intellectual» actively involved in the processes of cultural consumption, and various practices of the struggle for expert hegemony are also revealed – from attempts at sole monopolization of discourse to «self-exclusion» within the framework of the establishment of expert totality.

Keywords: mass media, media criticism, cultural intermediaries, mediaculture, discourse studies, mass culture, cultural journalism, architectural criticism, soviet architecture, modern russian architecture

Abstract: The subject of the study is the phenomenon of public sculpture. This topic is very relevant, as public sculpture causes extensive controversy, which involves sculptors, architects, urbanists, representatives of public organizations. The purpose of the study is to substantiate the place of public sculpture in the contours of the artistic and associative landscape of a modern city. The research methodology includes historical, cultural and cross-cultural analysis, a dialectical approach to assessing the trajectories of the aesthetics of public sculpture, as well as a conceptual analysis of the phenomenon of public sculpture in modern public, including urban, spaces. As a result of the research, the historical genesis of the phenomenon of public sculpture was presented, the place of public sculpture in the postmodern paradigm was characterized, attention was paid to the problems of low performance quality, inappropriate installation sites in public urban space and the creation of visual noise. Refined scientific definitions of the concepts of social and public sculpture are proposed. I'd like to emphasize the importance of researching and defining the concepts of public and urban sculpture, as well as the need to develop methodological approaches for the management and evaluation of public sculpture. This article proposes an adaptation of the concept of an artistic and associative city landscape, which allows public sculpture to harmoniously fit into the urban environment. The use of a methodological approach will allow us to manage creative activity in this area and make the right decisions regarding the ordering, financing and placement of public sculpture in public spaces of cities.

Keywords: urbanistics, artistic and associative landscape, visual noise, metamodern, urban sculpture, urban spaces, public art, public sculpture, modern city, megapolis

Abstract: Modern practices of establishing good neighborly relations between the people of the South of Russia, implemented through festival projects and various social and cultural events organized by leaders of public organizations and representatives of government structures, are revealed. It is shown how the festival "Peace to the Caucasus", which started in 1996, influenced the establishment of a peaceful dialogue between representatives of Ingushetia and Ossetia, between artists of professional groups from all over the South of Russia; psychologically set people up for general civil unity and a positive attitude towards each other. The expansion of the content of the Festival, the inclusion of exhibitions of arts and crafts and demonstrations "Podvoriy" also allowed to expand the composition of festival participants, to include amateur groups and soloists in its programs. The issues of choosing the locations of festivals, their financing, established traditions and the gradual expansion of the geography of participants are discussed. At the same time, the presence of certain problems associated with the lack of new "life-giving forces" aimed at achieving the general goal of establishing peace and harmony in the South of Russia is emphasized. Other practices of kunakry between creative teams and their leaders (Viktor Zakharchenko and Aslan Nekhay) are also shown, as well as examples of promoting initiatives aimed at highlighting the facts of good neighborliness and cooperation. These include the Kunaki documentary film festival and the Kunachestvo project, implemented by the Ministry for Cooperation with Civil Society Institutions and Ethnic Affairs of the Kabardino-Balkarian Republic. The study used a content analysis of information from open sources and expert interviews on the spectrum of reflection and application in the modern culture of the North Caucasus and the South of Russia of the creative potential of the practices of kunakry and good neighborliness

Keywords: North Caucasus, South of Russia, festival, cultural practices, good neighborliness, Circassians, Cossacks, Adyghes, Kunaks, Kunachestvo

Abstract: Forms of tourism associated with risk and danger are now dynamically developing cultural industries all over the world. The article is devoted to the development of tourism in the Republic of Sakha (Yakutia), first of all, to the problems of attracting foreign fans of extreme and adventure tourism, mainly from Southeast Asian countries. As drivers of the tourist flow, it is proposed to pay attention to tourists from the People's Republic of China. In order to implement a competent marketing policy to attract Chinese tourists, it is proposed to take into account the peculiarities of traditional and modern spiritual culture of China in the aspect of tourist motivation. To attract tourists from China, it is considered necessary to develop and offer short-term winter tours with extreme elements in central Yakutia. To study the tourist value and semantic orientations of tourists from Southeast Asia, using the example of Chinese citizens, the works of Chinese researchers in English were used. The author believes that in order to offer a competitive product in the market of extreme tourism, it is necessary to take into account the influence of cultural values and traditions on motivational attitudes, basic requirements and expectations from extreme tours, depending on region or country. Due to the change in the foreign policy situation in the 20s of the XXI century, as well as the increased flow of Chinese tourists on the international market, the policy of attracting tourists from Southeast Asia is becoming the main and decisive for the development of international tourism in the republic. For the development of mass tourism with extreme elements, it is proposed to use the tourist resources of central Yakutia, where winter, short-term tours can be offered that can meet the needs of foreign, primarily Chinese tourists.

Keywords: extreme leisure, winter tourism, tourism in China, tourism in Yakutia, tourists from Asia-Pacific, marketing in tourism, Chinese culture, adventure tourism, extreme tourism, motivation in tourism

Abstract: The article deals with modern cultural studies of choice, carried out within the framework of a pragmatic turn, a turn to the material, modern critical theory. It is shown that an independent field of cultural studies of choice is outlined, however, due to the complexity of the object for such developments, the fragmentation of the methods and approaches used is specific. To concretize and develop socio-cultural ideas about choice, we propose a specific conceptual construction — the concept of "culture of choice", which has its own internal structure. In the structure of the "culture of choice" we have identified two components: subjective and environmental. The subjective component is understood as cultural values internalized by the individual, norms, rules, principles that guide the subject when making a choice, as well as the subject’s culturally conditioned memory of the past and foresight of the future. The environmental component represents the features of the environment in which the individual makes a choice, information about the alternatives of choice that is currently incoming, as well as the tools and mechanisms of the environment that the subject uses when making a choice.

Keywords: choice alternatives, choice constraints, determinants of choice, choice studies, decision making, choice, culturological approach, culture of choice, culture, choice culture structure

Abstract: The object of the research is the representation of the phenomenon of "choice" through the optics of modern scientific works in various fields. The subject is a culturological approach to the formation of modern knowledge about choice. Modern researchers, although they do not exclude cultural determinants in the formation of choice, however, relatively little attention is paid to culturally conditioned practices of making a choice regarding the interpretation of individual aspects of choice, principles and laws of rational and irrational choice, problems of consciousness and freedom of choice. The purpose of the work is to reconstruct current interpretations of choice and methods of choice research, as well as to determine the place of culture in the structure of modern knowledge about choice through a theoretical analysis of the corpus of modern scientific works (primarily foreign articles), the subject of which is "choice" in its many manifestations: psychological and socio-cultural aspects of choice, the share and the value of rationality in choice research, the possibility of making a "free choice", the agency of choice, etc. It is shown that the choice as a process and result is based on cultural, social and psychological factors, which are based on knowledge internalized by the subject, externally distributed among a variety of social and material agents. Studies of choice in various disciplines do not completely ignore the potential influence of socio-cultural factors on choice and the process of its formation. It is possible to determine the nature and extent of this impact in a comprehensive and interdisciplinary manner within the framework of cultural research. The study of choice as a set of cultural practices should take place under the auspices of various sciences, whose approaches will allow multidimensional construction of cultural practices taking into account technical, material, epistemological, semiotic and normative dimensions.

Keywords: discourse, cultural schemes, frames, materiality, personal narrative, conscience, rationality, cultural studies, choice, digital choice

Abstract: The object of the study is radical changes in gender relations in France in the first half of the XVII century, increasing the social role of women.The process of turning the knightly estate into a courtier against the background of the strengthening of the royal court leads to the fact that men leave the historically habitual and habitual ideal of knightly valor, entering the space of salons and the court. In this space, they are forced to comprehend the art of secular communication that is new to them and the art of liking the participants of this communication. That art, which, according to contemporaries, was perfectly mastered by women. Through language, education, literature, women take part in the birth and establishment of a public space built around new gender norms, a new practice of fiction. The recognition of a woman in the moralistic literature of the first half of the XVII century as equal to a man in dignity and nobility makes her an equal participant in secular communication. Women's authority eventually begins to determine the direction of criticism, women act as arbiters of good taste in literature and art. At this time, a modern view of the relationship between the sexes is being formed. All these phenomena are characteristic of European culture as a whole and largely determine the modern European mentality. The analysis of the historical prerequisites for the increase in social activity and the role of women is extremely important and relevant both for understanding many historical realities, including the formation of the European gender tradition, and for studying the influence of these processes on the formation of new aesthetic ideals. Gallant aesthetics develops with the participation and under the influence of women, since gallant culture is a culture permeated with the idea of love.

Keywords: court society, etiquette, gallantry, french literature, feminism, culture of everyday life, moralistic literature, a gallant man, secular society, the gallant ideal

Abstract: The subject of this research is ten Russian science-fiction films released over the period from 2013 to 2020. The goal of this article consists in examination of scenarios of seeing the future presented in the Russian modern cinematography. An overview of approaches towards studying visual images is provided, based on which the author offers a new strategy for studying film images of the future that demarcates three groups of elements in the film – cognitive, visual, and emotional-modal, and four thematic components that correspond to the spheres of social life. As a result of implementation of the aforementioned method, the author determines four underlying themes in cinematographic representation of the future – space, armed conflicts, entertainment industry and drastic changes of human personality. It is established that the visual representation of the future is resembled in the four groups of images – universal images, images of the present, images of the past, and images unfamiliar to the audience that imply something unprecedented that makes the future attractive. It is acknowledged that in most films the future is presented as unfair, wrong, which causes moral discord. It is not the world we would like to live in. Most of the Russian films are dedicated to the local future for approximately 50 years from now. This approach engages the audience in the events, and conveys an pessimistic spirit about tomorrow, which is traced not only in the plot, but also in visual imagery of most films. Holistic mages of the future, functioning in a certain culture, can be determined based on the comparison of various sources, where cinematography is just one of such sources. Therefore, the conclusions on perception of the future by our contemporaries should not be made based on this alone. However, films are a valuable source of information on visualization of the future and transmission of general moods associated with it.

Keywords: contemporary Russian cinema, the future of Russia, methodology of research, visual images, representation of the future, social expectations, image of the future, film fantasy, pessimism, fear of the future

Abstract: This article is dedicated to systematization and analysis of the key principles of the social practice of collecting. Analyzing the causes of collecting activity alongside motives and prerequisites for collecting, the author explores the social character of interaction between an object and a human. The article touches upon the phenomenon of personification of things and objectification of people. Significant attention is paid to comprehension of the basic principles of collecting – a thing as such, and the time as the main condition of transformation of that think into a collectable item. The article reviews the integrated processes of cultural interaction in the course of creation and utilization of collection. Giving characteristics to communication space, the author determines and scrutinizes the three fields of communication: “subject – exhibit item” (interaction between the owner of collection and its items); “subject – subject” (the entire range of means of communication interaction, which makes a collection public and information rich; and “collection – audience” (interactive events created for the formation of cross-cultural communication).

Keywords: social status, antiques, culture, collection, museum, self-realization, gathering, collecting, hobby, self-presentation

Abstract: This article raises a question on the existence of representations on social nature as an ultimate ontology of social sciences. The complications that do not allow acknowledging such existence are being formulated. The author points at the modern alternative interpretations of ultimate ontology of social sciences – the representations on culture, self-developing systems with synergetic effects, sociality, interculture, etc. It is claimed that the concept of nature was introduced for determining the conditions for an effective practical action in scientific research. In order to clarify the perceptions of ultimate ontology of social science, the article discusses the peculiarities of social science and theory, as well as demarcation of the ideal objects, schemes, and models. As a result, the author was able to demonstrate that the traditional definition of social nature has virtually become obsolete, and is not efficient with regards to social sciences. It is offered to replace it with the categorical representations, which may be considered as the ultimate ontology of social sciences. However, it requires the new designation and characterization of the structure and essence of social sciences.

Keywords: ideal objects, schemes, engineering, practice, theory, science, ontology, sociality, concepts, knowledge

Abstract: The subject of this research is the Russian culture of the XVIIIth century, development of the basic cultural values, the Russian language as the mirror of sociocultural transformations, definitions of the terms 'fatherland', 'motherland', 'native land' as the basis for the development of cultural identity and national self-identification. Extension of the knowledge about the basic constants of the Russian culture does not only improve the understanding of historical and cultural patternns of the society development but might be also useful for planning the state policy in the sphere of cultural heritage preservation under the globalization conditions. In her research Smirnova has applied the method of historical systems analysis of particular cases of the use of 'fatherland', 'motherland', and 'native land' in different texts. The main conclusion of the analysis of how the aforesaid concepts originated under the conditions of changing mental models of the Russian society, the author points out the importance of the latter on the development of self-identification of the Russians at a particular historical stage. The article also presents new information about transformations of the basic cultural constants.   

Keywords: fatherland, patriotism, cultural identity, the Russian Language, national consciousness, XVIII century, Russian culture, motherland, the country, place of birth

Abstract: The subject of the research is the peculiarities and patterns of consumer behavior of the State Tretyakov Gallery audience, available cultural activities, and the author's attempt to define and measure their determinants. The growing interest towards audience preferences on the cultural activities market creates the need for cultural institutions to analyze the audience needs and modify the functional and format of the main activity in accordance with contemporary trends and demands. Museum specialists have come to understanding that without taking into account the needs of the audience, it is impossible to overcome the communication barriers between museum and audience. Sometimes museum specialists try to classify and manage their audience the same way as they classify and manage their exhibit items. On the other hand, they continue their traditional attempts to analyze the audience based on personal traits that are attributable to their visitors a priori. Today this is perceived as a rather limited approach that hinders from the actual understanding of true patterns of consumer behavior. Based on the author of the article, application of methods of mathematical statistics and econometrics to analyze sociological data expands opportunities for the sociology of art and signifies a shift to a fundamentally new level of research validity. In his article Ushkarev presents several new theoretical results of a grand-scale survey that involved the audience of the State Tretyakov Gallery. As part of his research, Ushkarev studies the museum audience based on conceptual features that go far beyond the borders of traditional socio-demographic descriptions but not only on objective parameters that are traditionally described by art sociologists. The interdisciplinary approach used by Ushkarev in his research has allowed to define cultural activities of the art museum audience and the impact of subjective and unmeasurable dimensions of the audience such as motivation and cultural capital. 

Keywords: types of museum audience, determinants of cultural consumption, sociology of art, econometric analysis, attendance, motivation, cultural capital,, consumer behavior, cultural activity, museum audience

Abstract: The analysis of the development of ancient greek sociality is made in the form of the 'road map', i.e. the author focuses on the methodological side of the research. The author of the article describes four stages of the research and moves: reconstruction of the trigger, analysis of the development of independence and social practices that ensured it, reconstruction of the institutionalization of sociality, analysis of the influence of social theories of Plato and Aristotle on practice. The central issue the author focuses on is the explanation of how the phenomenon of sociality arose. The author demonstrates that a 'new assembly of the social group' that happened under the influence of ancient greek personality and associated politia implied solutions of a number of problems and determination of common grounds that underlined particular opinions and concepts. Plato and Aristotle created schemes that allowed to solve the aforesaid problems and find those grounds. As a result, ancient greek sociality developed. In his research Rozin has used the following research methods and methodologies: problem statement, schematization, construction of terms and concepts, and analysis of empirical material. As a result of the research, the author outlines stages of ancient greek research and analysis of polis sociality, i.e. before Alexander III of Macedon created the Empire and Rome was built. The results of the research also allow to explain how ancient greek sociality developed as a result of philosophical reflection and creation of schemes and solutions of common affairs in polises. 

Keywords: becoming, thinking, theories, communication, personality, practice, politia, sociality, gods, equality

Abstract: In his article Rozin analyzes sociality of the middle ages. The author bases his article on the in-depth research of S. Neretina who focused on the personal nature of medieval relations, the role of cities, development of the third social class, complex relations between the king and the main social classes of France. The author offers an analysis of four medieval social groups (Christians, 'suzerain - vassal' communities, royalty and townsmen such as craftsmen and merchants) as well as relations (Christian faith, politics, law and order) that united them as one big group. Further, the author analyzes the process of decomposition of those medieval social groups and development of a larger social group, monarchy and nation state. In this research Rozin has used the following methods and methodologies: problem statement, situation analysis, historic reenactment, and construction of an ideal type of medieval sociality. As a result of the research, the author demonstrates that to some degree, the middle ages repeated the history of the ancient greek times: polity-and election-based sociality was replaced with sociality that imitated both. As a consequence, institutions and bureaucracy developed and subdued society and personality. The author makes an assumption that the same pattern occured in the history later, too, and there have been no other ways to change the course of events. 

Keywords: power, territory, wars, iofficials, institutions, burghers, king, sociality, middle ages, Christianity

Abstract: In his article Rozin describes the process of formation of ancient sociality attributable to the dictatorship of Sulla and reign of Augustus. It is still a difficulty for historians to refer social reality of that time to republican or imperial form of government. Rozin describes particular features of sociality of the Roman Republic which he calls 'polis-like', and sociality of developing Roman Empire which he respectively calls 'imperial'. He demonstrates that ancient culture of the beginning of the first century was a symbiosis of two forms of sociality. Polis sociality meant rather small communities, free citizens with equal rights, decision making about a life in a polis, discussion of general rules the majority of citizens would agree with, and development of knowledge about social reality as the axiological and ontological ground for making decisions through communication and debates. Imperial sociality had such typical features as social institutions and transfer of the main duties of citizens (discussion of personal and social issues, debates, decision making and decision execution, etc.) to the emperor and his representatives. In his research Rozin implements the following methodology: problem definition, situational analysis, comparative analysis, cultural and historical reconstruction, composition of definitions. As a result of analysis of the Roman history and culture as well as ancient law, the author has described the main features of ancient sociality and demonstrated that the reign of Augustus was characterized by the formation of social institutions and symbiosis of polis sociality and imperial sociality with all that it entails.      policy, empire, principle, sociality, personality, communication, dictator, law, justice, reconstruction

Keywords: dictator, communication, personality, sociality, principle, empire, policy, law, justice, reconstruction

Abstract: The subject of the research is Russia's experience in studying the audience of art museums as well as development of the sociological research methodology that can be applied to analyse the audience of art museums. The object of the research is the research articles devoted to sociological surveys of the art museum audience in Russia starting from the 20s of the XXth century. The author focuses on the modern state of the relationship between art museums and audience. This allows to trace back the evolution of how museums have understood their audience as well as define particular research methods, identify the problem situation and outline the priority tasks in the sociological study of the art museum audience. The author applies the dialectical approach to studying the experience of social resaerch of the art audience. The research also involves materials that have had the greatest influence on the evolution of the concept of the art museum audience and their research methodology. The main result of the study is the reconstruction of the real picture and the degree of study as the characteristics of the audience of art museums, and the basic patterns of consumer behavior in relation to art. A large number of publications on the results of concrete sociological studies of the audience of museums, held by generations of scientists and museum enthusiasts with different goals and at different scientific and methodological levels, sometimes creates the illusory impression that most problems in this area have already been resolved. However, insufficient understanding of some important patterns of consumer behavior preserves the general problematic situation, which manifests itself in the existence of communication barriers between museums and the audience.

Keywords: consumer behavior, audience segmentation, art, methodology, history of studies, audience of museum visitors, attendance, audience research, visitor studies, econometrics in social studies

Abstract: The subject of the study is the evolution of the museum's understanding of its audience and its key parameters, the development of scientific approaches and the methodology of sociological research of museum audience, conditioned by this process. The object of the study is the experience and methodology of studying the audience of museum visitors abroad - in Europe and the US, tracked by the publication of the results of sociological research. The main attention is paid to the current state of scientific knowledge of the relationship between art museums and the public, as well as a methodology that is adequate to modern tasks. The dialectical approach is used to study the experience of the audience of art. The study also involves materials from researches that have had the greatest impact on the evolution of the understanding of the audience of art museums and the methodology for their study. The author presents a wide range of interests, trends and scientific approaches that characterize the current state of museum sociology in the West and have, in the final analysis, the main goal to overcome communication barriers, attract the audience and increase attendance. An increasingly common tendency has been found for the steady drift of museums in the channel of society serving, understanding that museums should always remain a space for cultural growth, continuous education, and also a tool for maintaining positive health and well-being.

Keywords: audience segmentation, art, methodology, history of studies, audience of museum visitors, audience research, visitor studies, consumer behavior, attendance, econometrics in social studies

Abstract: The subject of this research is a regional festival «Day of the Tiger» dedicated to the Amur tiger. The article focuses on the history and the process of the festival. Particular attention is paid to concerns related to the distinct features of the elements, peculiarities in the process and achievements of the festival. Based on the research results it is necessary to note that this festival combines both a traditional Soviet format and modern environmental content. As the part of culture, Day of the Tiger also performs the function of developing social identity as well as recreation and educational functions. The main goal of the festival is to develop a caring attitude to the Amur tiger as the endangered species and responsible attitude to the nature of the Far East. This goal is not only of regional importance, it is gaining the status of government importance, too. The author of the article has used the historical genetic, structural functional, comparative and typological research methods. The historical genetic method has allowed to understand how the festival was originated. The structural functional analysis has allowed to describe elements of the researched object based on typical attributes. The comparative method is used to analyze the mechanisms of Soviet and modern festival (comparison of similiarities and differences). The typologisation method allows to classify visual art depicting tigers. The scientific novelty of the research is caused by the fact that the author tries to define particularities of the modern holiday Day of the Tiger as a sociocultural object as well as to analyze elements of this festival in their relation to the Russian culture. The main conclusions are the following: the format of this festival was taken from the roots of the Soviet culture, but there is no ideological or political connotation; it performs the recreational, educational functions and the function, which forms social identity; a number of events within the holiday allow to consolidate and develop the image of a tiger as a cultural object; its main goal that is to form a positive attitude towards the endangered Amur tiger spreads over the country.

Keywords: Soviet festive culture, Carnival, ecological festival, format of the Day of the Tiger, cultural object, Amur tiger, origin of the Day of the Tiger, Day of the Tiger, Tiger story, International Tiger Day

Abstract: Fashion is the phenomenon, which has already become an essential part of pop culture and has its influence practically on everyone, but in the field of science the attitude to this phenomenon hitherto is a bit skeptical. Nevertheless sociology is a branch of science which takes fashion seriously trying to construct theoretical investigations in order to define the role played by fashion in society. Thereby the subject of the present research is the analysis of different theories of fashion in sociology as well as the attempt to trace back the genesis of the fundamental classical theories in following concepts. The study of these theoretical models of fashion in terms of their historical perspective will lead us to the description of the essential features of fashion discovered through analyzing the 'intersection points' of different fashion theories. A big variety of fashion theories is caused by the nature of fashion that always changes its meaning at different historical epochs. That’s why the analysis of the genesis of fashion theories is one of the ways to understand the essense of the phenomenon of fashion.

Keywords: fashion, imitation, body, ambivalence, identity, fashion actors, infiltration theory, conspicious consumption, democracy, gender

Abstract: Modern cities are endlessly heterogeneous and always changing. Culture experts, psychologists and sociologists dispute with each other trying to win the right to talk about this changeability in terms of their science. This is probably the reason why discussions touching upon ‘urban culture’, ‘structure of urban society’ and ‘urban everyday life’ usually have an interdisciplinary nature. The object of research lies at the crossing point of the aforesaid sciences, too. The author of the article raises a question whether taking into account such ‘interdisciplinary autism’ it is possible to make a theoretical statement using sociology terms and this statement can be relevant to terminology of interdisciplinary sciences. What acts as a ‘cross disciplinary bridge’ that can convey the theoretical content overcoming the disciplinary borders between sociology, psychology and cultural studies? According to the author, metaphor can serve as such a bridge. Therefore, the present article is devoted to the analysis of the two types of metaphors, self-descriptive and meta-descriptive metaphors in urban ideologies and urban studies. The research is based on the IPA methodology (Interpretative Policy Analysis), frame-analysis and analysis of metaphoric grounds of sociological conceptualization. Metaphors can be coherent or consistent. For example, metaphors of our country as a ‘rust-bucket in the ocean of world policy’ or a ‘train on a side route of history’ are coherent metaphors, i.e. they agree with the general concept of ‘transport’, but these metaphors are not consistent, i.e. they do not create a single image. On the contrary, metaphors ‘Our country is a ship’ and ‘Party is our steersman’ are consistent but not coherent. Applying to the scope of the present article, this means that epistemic metaphors (researher’s self-description) and theoretical metaphors (meta-description of an object) are more consistent than meta-description of an object and selfdescription of an object. The relationship between metaphors in the triangle ‘Self-description of cognition – Meta-description of an object – Self-description of an object’ reflects the nature of contingency and these metaphors are not precisely correlated. This conclusion allows to solve Ankersmit’s case. If Frank Ankersmit is right, then the two key operations of a researcher’s mind, problematization and conceptualization, are opposed to each other. Conceptualization is based on metaphoric mechanisms of reasoning and is the process of presenting the unfamiliar as something familiar, i.e. describing an unfamiliar object in terms of the existing system of categories and concepts. On the contrary, problematization is a process of ‘defamiliarization’ or transformation of the familiar into the unfamiliar. Ankersmit establishes that logically a metaphor cannot serve as a tool of problematization. If we follow his logic, we can tell that problematization – i.e. defamiliarization of an object – creates some kind of ‘beyond transcendence’ grounds for cognition. However, the author of the article rejects such a thesis. According to the author, ‘comprehensibility’ or ‘incomprehensibility’ are not ontological properties of an object but an attribute of the relation of an object to the above mentioned cognitive scheme. As the results of the research show, inconsistency of metaphors of different orders, first of all, metaphors of self– and meta-description of an object, is a source of such problematization.

Keywords: Metaphor, self-description, meta-description, urban researches, sociologism, urbanicism, social urban studies, Ankersmit, Latour, Black.

Abstract: The article is devoted to the problems of reading culture in modern Russia. The author of the article studies social and demographic, economic, technological aspects of modern reading practices. According to the author, the most important factor leading to the change in the form of reading is the development of information technologies and communication tools that allow to store and convey large volumes of information. This decreases the demand for traditional reading practices. Traditional reading is replaced with the search for information which complies with the modern educational strategies and standards of the information-based culture of the ‘knowledge society’. The analysis of peculiarities of transformation of reading practices in modern Russian society is based on the generalization of the results of Russian surveys as well as statistics. However, the author of the article proves that the modern society has all necessary bases to keep and develop traditional institutions and forms of reading culture. The author also notes that in terms of the development of new information technologies, we should be talking not about the ‘crisis’ of reading but about transformation of reading as a socio-cultural practice conditioned by the scale and pace of electronic communication development of modern Russian society.

Keywords: Sociology of reading, sociology of culture, social communication, modern library, reading culture, information-based society, knowledge society, e-education, Internet communication, electronic communication development of the society.

Abstract: Art appeals to one’s inner world and speaks the language of emotions and therefore can help to discover the culture code of the epoch and reveal deep archetypical structures like no other historical attributes. Rich and versatile artistic material that has been created in Europe gives an opportunity to trace back interesting tendencies in the interaction between the evolution of art and socio-cultural historical environment. To do it, it is necessary to view history of art from the point of view of its ‘sociality’ as well as ‘utility’ that should be interpreted as the need of the dominating social structures. Art work of different forms, genres and styles help to realize both sacral and secular socially determined needs of the society. Ancient times, Middle Ages, Renaissance and Early Modern Period present different models of these relations which is reflected in particular art forms and movements. This is the topic under research of the present article. Methodological base of the research is the art history and cultural approach, i.e. art history is being viewed from the point of view of cultural studies. The author also uses the methods of comparative socio-cultural analysis and reenactment of the most representative artistic practices. The research is carried out both in the synchronic and diachronic projections, i.e. the analysis of the historical periods is accompanied with the analysis of different art forms, movements and styles typical for particular historical periods. Up to Early Modern Period when the bases of the civilization of Modern were created, art had been just an attribute or a religious apology glorifying the Divine. Sacral art did not need to show who the creator of artwork was. Creative individuality had a secondary role and an artist had to follow strict rules of the canon or a dominating style. With time that tradition became weaker and secular values replaced Christian theodicy. The role of the demiurge and creator was gradually taken by human which was also reflected in particular forms of artwork. Artistic morphology, both sacral and secular, was directed by cultural and social factors. The choice of artistic practices depended on the societal status of the elite groups and their collective needs and preferences. ‘Sociality’ and ‘utility’ of art are shown based on the study of quite a long period in history. These terms are taken in quotation marks in order to show the novelty of the post-modernistic approach which opposed to the traditional non-utilitarian status of art used in classical esthetics.

Keywords: Culture, culture code, sociality, utility, religion, artistic style, ancient times, Middle Ages, Renaissance, Enlightenment.

Abstract: the article is devoted to the problem of ideological turn from some Russian intelligentsia from materialism to idealism at the turn of XIX–XX centuries. It is very important to solve this problem in order to understand the ideological life of Russian intelligentsia and to answer the question about genesis of idealism and early symbolism in Russian culture. At the same time, when studying the mechanisms of this ideological transformation, we can also understand both the reason of creating a new esthetical paradigm in literary criticism, overcoming Nikolay Chernyshevsky’s utilitarianism which had been reigning over the minds of radical intelligentsia since 1860’s. The author of the article studies different ideological and cultural factors of formation of intelligentsia’s mind and the reasons why Immanuel Kant’s and Friedrich Nietzsche’s ideas became so popular. The author proves that those reasons included spiritual crisis, ‘longing for religion’ and a search for ‘new religious concept’ typical for many well-known figures of that epoch such as Nikolay Berdyaev, Dmitry Merezhkovsky and Vasily Rozanov. In the author’s opinion, ideological and cultural shift in intelligentsia’s public mind predetermined ‘abatement of legacies’ in 1980’s when intelligentsia declined the ideas of Nikolay Chernyshevsky and Alexander Pisarev.

Keywords: intelligentsia, idealism and materialism, utilitarianism, esthetics, new religious concept, religion, cultural crisis, Kant, nietzcheism, dionysism.

Abstract: a mere 15% of Russia’s cinema cash box is the evidence that Russian theater cinema lacks the social and cultural significance to be popular with the society. However, the tradition of Russian cinema, the defining mentality and culture of the potential audience in Russia gives hope to expand to broader horizons. “Rationalized directorship” of cinema as social and cultural drama must be established within the national cinema policies. Mass audience shows the cinematographers three possible ways of approach. The preferred path is supporting the faithful followers of the Russian cinema, its “loyal” audience. The dialogue between them and the interested cinematographers would seem to be the best way to find optimal middle ground between Hollywood and producer-oriented cinema, and the more traditional director’s cinema in developing of Russian cinema culture.

Keywords: culturology, relevance of Russian cinema, Hollywood, the “loyal” and the “lost” audience, influence of cinema, options in modern cinema, national cinema policy.

Abstract: Being relatively autonomous in the society, cinematographic culture is also the object of social regulation. The article is devoted to historical aspects of this process: the nature of social discussion about the cinema at the beginning of the 20th century, views about the moral and political infl uence of the cinematograph, suggested projects of improvement of cinematograph, used social technologies which helped to form the institution of cinematograph as a cultural and ideological tool for dominating social forces. The author suggests that both Russian and European practice of social regulation of cinematographic culture needs to be improved.

Keywords: cultural studies, cinema culture, cinema art, market, pubic, education in arts, infl uence of the cinema, elite, power, social regulation.

Abstract: During the last Soviet decades music sociology has being formed in the conceptual space of Russian music studies as a primarily ideological product. This article studies the music sociological texts of late 1960th – early 1980th as a tool of cultural policy. It is concluded that the mission of this science should be, in the fi rst place, the creation of acceptable offi cial ‘image’ of the Soviet audience, its preferences and responses to music.

Keywords: cultural studies, sociology, music, USSR, Soviet music culture, the Era of Stagnation.

Abstract: The article reveals the issues of the study of the night concept in modern cultural studies, philosophy and art history. The author analyzes the scientiÞ c interpretation of the night concept as a psychological phenomenon, natural and culture factor of socialization of individuals and a vast area for formation of cultural archetypes of the collective unconscious. The author describes the consistent pattern of interchanging historical eras (from the Primitive Age to the Modern Age) where the day and the night types of social consciousness prevailed. Similar interchange is projected on the change of art style in the 17th – 20th century which speeding up creates a basis for formation of post-modern forms of culture and artwork and esthetic practice.

Keywords: cultural studies, night, archetype, consciousness, sociality, chronotope, dreams, myth, cosmos, post-modernism.

Abstract: The author analyzes Polish and Byelorussian proverbs about poverty and wealth and compares their similarities and differences. The results of this study are compared with the other studies of the topic of poverty and wealth as well as studies about mental characteristics of Polish and Byelorussian nations. It is concluded that Polish people demonstrate a more active and optimistic attitude to opportunities enrichment.

Keywords: cultural studies, poverty, wealth, proverbs, Poland, Byelorussia, mentality, inequality, discourse, study.

Abstract: This article is an attempt to describe some phenomena typical for formation of the Russian humanitarian science. The author narrows done the epoch from the ‘thaw’ to the break-up of the USSR to the two great philosophers Mikhail Bakhtin and Gyorgy Lucacs. While Bakhtin’s ideas back in those times gave a perspective for development of art and cultural studies and therefore were very popular, it took longer time for Lucacs’ ideas to be recognized by the Russians. It is explained by the fact that throughout his creative path Lucacs was becoming a successive Marxist and interest in Marxism weakened after the catastrophic fall of communism in Russia. A good example of Lucacs’ Marxist esthetics is his late fundamental work on esthetics which is being republished now. However, Lucacs’ ideas did have a rational kernel and lately many researchers have realized it and have been addressing again and again to his philosophy and esthetics. Despite all the difference in methodological approaches of these two philosophers, the author of the article manages to fi nd what they had in common.

Keywords: cultural studies, anthropomorphism; desanthropomorphism, esthetics, dialogue, humanity, crisis of a novel, classical esthetics, non-classical esthetics, sacral, Aristotle’s tradition, Plato’s tradition, avant-garde in art, dehumanization, estrangement, esthetical conscience.