Abstract: This article focuses on the analysis of value content in social advertising in Russia and in Spain as a reflection of the social and cultural realities of relative countries.
The subject of research is the value content of social advertising in the social and cultural context of Russia and Spain.
The object of research is the social advertising in Russia and Spain.
The author makes an effort to analyze the value content in social advertising which includes the symbolic, the aesthetic, ethnic and other semiotic codes.
The author scrutinizes the types of social advertising which reflect the axiological dominants, the trends in the shifting of the value landmarks of Russian and Spanish societies, which are going through periods of social and political transformation and the reformation of the culture's founding values.
Comparative analysis constitutes the method of the research, as it allows for analyzing the value content of social advertisement in Russia and Spain. The methodological basis of this work is the research cultural, social, philosophical and ideological aspects of respective societies. The novelty of this work is reflected in the importance of examining social advertising as a mass product of modern culture that forms the language and value landmarks of the new generation. The analysis of the value content of social advertising may be used in the studies of the dynamics of values which are broadcasted via social advertisement within the framework of the system of mass communications, and which are used for solving the standing issues of the cultural development of the modern society.
 

Keywords: society, axiological dominants, value content, Spain, Russia, social advertising, socio-cultural contexts, advertising, modern culture, value system

References:
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Abstract: The focus of research are the practices of mutual help in Dar es Salaam, a modern Tanzanian megapolis, serving as a substitute for (largely absent) government support. The article examines the self-organization practices of the poorest Tanzanian villagers who gravitate to the big city in search of a better life, who establish mutual help groups on the basis of trust, which replace the function of government regulation with traditional values of rural areas. Attention is drawn to the attitude of the members of such groups to legal registration and to the possibility of turning to the police in case of an internal conflict. The methods of research include immersed observation and interview, both formal and informal, conducted by O.V. Icanchenko during the expedition to Dar es Salaam in 2015. During the course of this expedition over 30 interviews were recorded with both, mutual group members and non-member citizens who are aware of such groups. Over the course of data analysis the authors come to a conclusion that the Tanzanians who moved to the city recreate the communal way of life of rural areas, but in adapted forms: neighbors and colleagues become their new environment that provides social guarantees and provides help in difficult situation instead of relatives, and the leaders of mutual help groups help resolve conflict instead of the police. Groups themselves, while emulating certain features of the government bureaucracy, still put much faith in trust, friendly neighborhood relations, and the power of moral obligations.

Keywords: vicoba, poverty, urban communities, mutual help practices, mutual help groups, Dar es Salam, Tanzania, uswahilini, migration, family

References:
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Abstract: The article examines conflicts of moral values of the information society. Based on the analysis and synthesis of the opinions of the authors studying this problem, the article discusses possible negative consequences of such conflicts, the most dangerous of which is the deformation of the moral state of society. One of the main reasons for changes of value system is the projection of traditional forms of social interaction into information space, which uses a scattered mosaic of moral values for controlling behavior of the subjects. The main methods of research are the analysis of the scientific literature that outlined the problem of generalization, principles of dialectics, the axiological approach to the analysis of culture. When resolving conflicts of moral values between traditional and information society there is a danger of losing of moral values of the culture of the individual, such as conscience, duty, honor, patriotism, responsibility, etc., which define being "human" in the culture of traditional society. At the level of the collective subject, there is a risk of losing the value of a fellowship, ethical principles and norms of interaction within different social groups, communities, as well as interaction between them.

Keywords: Informatization of culture, the motivational subsystem, morality, network subculture, tradition, information society, information culture, social conflict, globalization, moral values

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