Abstract: The article is devoted to the analysis of the role of life-meaningful orientations of socially significant activity in the context of search of national idea of the Russian society. It is supposed that its search has to be carried out proceeding from humanistic idea of mercy and existential need of the person to create the benefit. The author suggests criteria that must be met for the Russian national idea. The conclusion is that compassion and charity can become the concepts of the Russian national idea. These concepts reflect substantive values of development of the Russian super-ethnos. The national idea which was offered in article will allow to avoid negative consequences of globalization which goes on the way of a Westernization of the public relations and a alienation of the person both from the «I», and from «Another». The Russian national idea including concepts of mercy and charity will be able to promote preservation of values and ideals of our country.

Keywords: collective consciousness, mentality, «russian idea», national idea, spirituality, mercy, charity, superethnos, national values, spiritual ideals

References:
Gulyaikhin V.N. Arkhetipicheskaya matritsa pravovogo povedeniya cheloveka // Filosofiya prava. 2014. № 3(64). S. 75-79.
Parkhomenko R.N. Natsional'naya ideya i sovremennost' // Sovremennoe obrazovanie. 2012. № 1. C. 79 - 105 [Elektronnyy resurs]. URL: http://www.e-notabene.ru/pp/article_135.html
Il'in I.A. Spasenie v kachestve // Russkiy kolokol. 1928. № 4. S. 3-7.
Volkogonova O. D. Russkaya ideya. Mechty i real'nost' // Postzapadnaya tsivilizatsiya. Liberalizm: proshloe, nastoyashchee i budushchee / Pod obshch. red. S.N. Yushenkova. M: Novyy faktor, 2002. S. 158-181.
Friauf V.A. Russkaya ideya i natsional'naya filosofiya // Izvestiya Saratovskogo universiteta. Ser. Filosofiya. Psikhologiya. Pedagogika. 2011. T. 11. № 3. S. 46.
Natsional'naya ideya Rossii. V 6 tomakh. T. I. M.: Nauchnyy ekspert, 2012. 752 s.
Solov'ev V.S. Russkiy natsional'nyy ideal // Sochineniya. T. 2. M.: Mysl', 1988. S. 286-295.
Grechko P.K. Grazhdanskoe obshchestvo dlya Rossii // Vestnik Novosibirskogo gosudarstvennogo universiteta. Seriya: Filosofiya. 2008. T. 6. № 2. S. 58-64.
Chistyakova O.V. Problemy etnokul'turnoy politiki v «natsionaliziruyushchemsya» gosudarstve // Vestnik RUDN, seriya Filosofiya. 2010. № 4. S. 5-12.
Irkhin Yu.V. Natsional'naya ideya Rossii i ideologema «Plan Putina» // Rossiya i sovremennyy mir. 2008. № 2(59). S. 45-56.
Al'manakh. 2007. № 5 [Elektronnyy resurs]. – URL: www.geraldika.org/05_2007_03.htm (data obrashcheniya: 20.02.2016).
Bulgakov S.N. Geroizm i podvizhnichestvo (iz razmyshleniy o religioznoy prirode russkoy intelligentsii) [Elektronnyy resurs]. – URL: http://www.vehi.net/vehi/bulgakov.html#_ftnref15 (data obrashcheniya: 20.11.2014).
Berdyaev N.A. Istoki i smysl russkogo kommunizma. M.: Nauka, 1990. 224 s.
Frank S.L. Smysl zhizni [Elektronnyy resurs]. – URL: http://www.vehi.net/frank/smysl_zhi.html (data obrashcheniya: 20.11.2014).
Filosofskaya entsiklopediya. M.: Panprint, 1998. S. 76.
Dugin A.G. Evolyutsiya natsional'noy idei Rusi (Rossii) // Otechestvennye zapiski. 2002. № 3. S. 125-140.
Tul'chinskiy G.L., Uvarov, M.S. Perspektivy metafiziki: klassicheskaya i neklassicheskaya metafizika na rubezhe vekov // Biblioteka «Polka bukinista» [Elektronnyy resurs]. – URL: http://ezoteric.polbu.ru/tulchinsky_metaphysics/ch32_xvii.html (data obrashcheniya: 20.11.2014).
Dostoevskiy F.M. Sobranie sochineniy v 15 tomakh [Elektronnyy resurs]. – URL: http://rvb.ru/dostoevski/01text/vol13/225.htm. (data obrashcheniya: 15.09.2015).
Tokareva S.B. Kollektivnaya i lichnaya otvetstvennost' v obshchestve // Vlast'. 2012. № 3. S. 44-48.
Gulyaikhin V.N. Politicheskoe i pravovoe bessoznatel'noe rossiyskogo obshchestva: «smyslozhiznennye» arkhetipy russkogo etnosa // Politika i obshchestvo. 2008. № 7(49). S. 37-43.
Solov'ev V.S. Sochineniya v 2-kh tomakh. T. 2, M.: Mysl', 1988. 895 s.
Russkaya ideya [Elektronnyy resurs]. – URL: http://dic.academic.ru/dic.nsf/russian_history/11175/RUSSKAYa (data obrashcheniya: 20.11.2014).

References (transliteration):
Gulyaikhin V.N. Arkhetipicheskaya matritsa pravovogo povedeniya cheloveka // Filosofiya prava. 2014. № 3(64). S. 75-79.
Parkhomenko R.N. Natsional'naya ideya i sovremennost' // Sovremennoe obrazovanie. 2012. № 1. C. 79 - 105 [Elektronnyy resurs]. URL: http://www.e-notabene.ru/pp/article_135.html
Il'in I.A. Spasenie v kachestve // Russkiy kolokol. 1928. № 4. S. 3-7.
Volkogonova O. D. Russkaya ideya. Mechty i real'nost' // Postzapadnaya tsivilizatsiya. Liberalizm: proshloe, nastoyashchee i budushchee / Pod obshch. red. S.N. Yushenkova. M: Novyy faktor, 2002. S. 158-181.
Friauf V.A. Russkaya ideya i natsional'naya filosofiya // Izvestiya Saratovskogo universiteta. Ser. Filosofiya. Psikhologiya. Pedagogika. 2011. T. 11. № 3. S. 46.
Natsional'naya ideya Rossii. V 6 tomakh. T. I. M.: Nauchnyy ekspert, 2012. 752 s.
Solov'ev V.S. Russkiy natsional'nyy ideal // Sochineniya. T. 2. M.: Mysl', 1988. S. 286-295.
Grechko P.K. Grazhdanskoe obshchestvo dlya Rossii // Vestnik Novosibirskogo gosudarstvennogo universiteta. Seriya: Filosofiya. 2008. T. 6. № 2. S. 58-64.
Chistyakova O.V. Problemy etnokul'turnoy politiki v «natsionaliziruyushchemsya» gosudarstve // Vestnik RUDN, seriya Filosofiya. 2010. № 4. S. 5-12.
Irkhin Yu.V. Natsional'naya ideya Rossii i ideologema «Plan Putina» // Rossiya i sovremennyy mir. 2008. № 2(59). S. 45-56.
Al'manakh. 2007. № 5 [Elektronnyy resurs]. – URL: www.geraldika.org/05_2007_03.htm (data obrashcheniya: 20.02.2016).
Bulgakov S.N. Geroizm i podvizhnichestvo (iz razmyshleniy o religioznoy prirode russkoy intelligentsii) [Elektronnyy resurs]. – URL: http://www.vehi.net/vehi/bulgakov.html#_ftnref15 (data obrashcheniya: 20.11.2014).
Berdyaev N.A. Istoki i smysl russkogo kommunizma. M.: Nauka, 1990. 224 s.
Frank S.L. Smysl zhizni [Elektronnyy resurs]. – URL: http://www.vehi.net/frank/smysl_zhi.html (data obrashcheniya: 20.11.2014).
Filosofskaya entsiklopediya. M.: Panprint, 1998. S. 76.
Dugin A.G. Evolyutsiya natsional'noy idei Rusi (Rossii) // Otechestvennye zapiski. 2002. № 3. S. 125-140.
Tul'chinskiy G.L., Uvarov, M.S. Perspektivy metafiziki: klassicheskaya i neklassicheskaya metafizika na rubezhe vekov // Biblioteka «Polka bukinista» [Elektronnyy resurs]. – URL: http://ezoteric.polbu.ru/tulchinsky_metaphysics/ch32_xvii.html (data obrashcheniya: 20.11.2014).
Dostoevskiy F.M. Sobranie sochineniy v 15 tomakh [Elektronnyy resurs]. – URL: http://rvb.ru/dostoevski/01text/vol13/225.htm. (data obrashcheniya: 15.09.2015).
Tokareva S.B. Kollektivnaya i lichnaya otvetstvennost' v obshchestve // Vlast'. 2012. № 3. S. 44-48.
Gulyaikhin V.N. Politicheskoe i pravovoe bessoznatel'noe rossiyskogo obshchestva: «smyslozhiznennye» arkhetipy russkogo etnosa // Politika i obshchestvo. 2008. № 7(49). S. 37-43.
Solov'ev V.S. Sochineniya v 2-kh tomakh. T. 2, M.: Mysl', 1988. 895 s.
Russkaya ideya [Elektronnyy resurs]. – URL: http://dic.academic.ru/dic.nsf/russian_history/11175/RUSSKAYa (data obrashcheniya: 20.11.2014).

Abstract: The object of the present research article is the process of transformation of social forms of religion in the globalized society. The research subject is the features of the contemporary religious situation which, under the conditions of virtualization and strengthening of a saturation of information streams, turns into a totally new communication space. One of its features is a new opportunity to have an impact on the consciousness of believers. Using the technology of memetics, the author of the present article conducts a research of modern technologies of social influence and manipulating consciousness of new generation of believers for the purpose of detection of its specifics. Based on opportunities of comparative and structural approaches, the author carries out the analysis of features, algorithms and mechanisms of social influence and manipulation with consciousness of believers in terms of contemporary culture. This research article is the first one to prove that memetics is focused only on modern processes of social transformation of the contemporary religious situation and religion which continues to reproduce eternal ideals and values, however does it according to conditions, requirements and opportunities of modern social reality. Within the framework of his research, the author defines peculiar features of modern forms of social development of religion, such as intensive and purposeful mixture of religion with other fields of activity; mass publication and distribution of products of religion; and growing influence of virtual and network communication which, according to the author, does not eliminate but emphasizes the intersubjective nature of the development of social forms of religion in general. 

Keywords: subjectivity, memetics, manipulation, social influence, transformations of forms of religion, contemporary religious situation, religious consciousness, simulacrum, cyberreligion, virtual religion

References:
Femen razdelis' u khrama Khrista Spasitelya. [Elektronnyy resurs] URL: http://www.ridus.ru/news/14086/ (data obrashcheniya: 12.11.2014).
Pank-moleben «Bogoroditsa, Putina progoni» Pussy Riot v Khrame [Elektronnyy resurs] URL: http://www.youtube.com/watch?v=GCasuaAczKY (data obrashcheniya: 15.11. 2014).
V elektricheskikh kolgotkakh i oranzhevom ogne [Elektronnyy resurs] Vypusk № 140 ot 14 dekabrya 2011. URL: http://www.novayagazeta.ru/arts/50062.html (data obrashcheniya 17.10.2013).
Broudi R. Psikhicheskie virusy. Kak programmiruyut vashe soznanie. M.: Pokolenie, 2006. 304 s.
Polichak J. W. Memes as Pseudoscience // Shermer M. Skeptic Encyclopedia of Pseudoscience. 903 p.
Epshteyn M., Savchuk V. Svetloy pamyati postmoderna posvyashchaetsya… [Elektronnyy resurs]. URL: http://xz.gif.ru/numbers/64/epshtein-savchuk/ (data obrashcheniya 14.12.2014).
Stepanov Yu.S. Semiotika: Antologiya. M.: Akademicheskiy Proekt; Ekaterinburg: Delovaya kniga. 2001. 691 s.
Handbook of Hyper-real Religions / A. Possamai, ed. Leiden: Brill, 2012. XIV. 442 p.
Barker E. Nauchnoe izuchenie religii? Vy, dolzhno byt', shutite // Religiovedenie, 2003. № 4. S. 93-113.
Broudi R. Psikhicheskie virusy. Kak programmiruyut vashe soznanie. M.: Pokolenie, 2006. 304 s.
Henson H. K. Memes, L5 and the Religion of the Space Colonies. // L5 News, 1985. pp. 5-8.
Lama iz monastyrya G'yandrek pod Kaylasom, izvestnyy kak Orakul Shambaly rasskazal, kak perezhit' apokalipsis, kotoryy po ego slovam prodlitsya dve nedeli [Elektronnyy resurs]. M., 2012. URL: http://www.topnews.ru/news_id_53840.html (data obrashcheniya: 17.12. 2014).
Ksenofontova I.V. Spetsifika kommunikatsii v usloviyakh anonimnosti: memetika, imidzhbordy, trolling // Internet i fol'klor: sb. st. / otv. red. A.S. Kargin. M.: Gos. respubl. tsentr russkogo fol'klora, 2009. S. 285-294.
Dokinz R. Egoistichnyy gen. M.: Mir, 1993. 318 s.
Shchurina Yu.V. Internet-memy kak fenomen internet-kommunikatsii // Nauchnyy dialog. Ekaterinburg, 2012. № 3. S. 162.
Nezhura E.A. Novye tipy kreolizovannykh tekstov v kommunikativnom prostranstve interneta // Teoriya yazyka i mezhkul'turnaya kommunikatsiya, 2012. № 2. S. 47-52.
Asmus N.G. Lingvisticheskie osobennosti virtual'nogo kommunikativnogo prostranstva: dis. ... kand. fil. nauk: 10.02.19. Chelyabinsk, 2005. 265 s.
Bell D. Sotsial'nye ramki informatsionnogo obshchestva // Novaya tekhnokraticheskaya volna na Zapade. M.: Progress, 1986. S. 330-342.
Fel'dshteyn D. I. Mir Detstva v sovremennom mire (problemy i zadachi issledovaniya). M.; Voronezh: MPSU: Modek, 2013. 335 s.
Omarova Z.U. Transformatsiya religioznogo soznaniya: sovremennyy aspekt // Filosofskaya mysl'.-2012.-№3.-C. 160-183. URL: http://www.e-notabene.ru/fr/article_185.html
Shiroko tsitiruemym ekspertom v rossiyskikh SMI stal Massimo Introvin'e: sm. interv'yu «Rossiyskoy gazete» o budushchem khristianstva [Elektronnyy resurs] URL: http://www. rg.ru/2012/07/19/europe.html. (data obrashcheniya: 15.11.2014).
Vzglyad. Delovoy zhurnal. [Elektronnyy resurs] 27 avgusta 2012. URL: http://vz.ru/news/2012/8/27/595302.html (data obrashcheniya 13.10.2014).
Reznik G. Apofigey nepravosudnosti [Elektronnyy resurs] URL: http://www.novayagazeta.ru/politics/54157.html (data obrashcheniya 10.12.2014).
Krongauz M. «Slova nenavisti zamenyayut argumenty» Pochemu v yazyk sovremennikov snova vozvrashchayutsya sovetskie shtampy i kuda ukhodit logika [Elektronnyy resurs] URL: http://lenta.ru/articles/2014/11/28/language/(data obrashcheniya: 17.12. 2014).
Zagvozdina D. Tserkov' posle Pussy Riot [Elektronnyy resurs] URL: http://www.pravmir.ru/cerkov-posle-pussy-riot/ (data obrashcheniya: 14.02. 2014).
Pussy Riot: zatyanuvshiysya performans [Elektronnyy resurs] / Maksimenko S., Smirnov A. URL: http://rus.ruvr.ru/2012_08_02/Pussy-Riot-zatjanuvshijsja-performans/ (data obrashcheniya: 12.12. 2014).
Zakon ob oskorblenii chuvstv veruyushchikh byl prinyat vo vtorom chtenii. [Elektronnyy resurs] URL: http://www.bbc.co.uk/russian/russia/2013/05/130521_duma_religious_insult_2nd.shtml (data obrashcheniya: 14.02. 2014).
Voytenkov A. Kak sozdayutsya poznavatel'nye «utki» [Elektronnyy resurs] URL: http://poznavatelnoe.tv/voitenkov_ducktells (data obrashcheniya 12.11. 2014).
Veryashchie v predskazanie o kontse sveta nadeyutsya spastis' v Serbii, na gore Rtan' (HTML). [Elektronnyy resurs] URL: www.kp.ru (data obrashcheniya 11.12. 2012).
Lama iz monastyrya G'yandrek pod Kaylasom, izvestnyy kak Orakul Shambaly rasskazal, kak perezhit' apokalipsis, kotoryy po ego slovam prodlitsya dve nedeli [Elektronnyy resurs]. M., 2012. URL: http://www.topnews.ru/news_id_53840.html (data obrashcheniya: 17.12. 2014).
V aginskikh selakh gotovyatsya k kontsu sveta [Elektronnyy resurs]. M., 2012. URL: http://zabinfo.ru/96654. (data obrashcheniya 14.09.2014).
Dozhivem do ponedel'nika. V Buryatii studentov raspustyat do kontsa sveta [Elektronnyy resurs]. M., 2012. URL: http://smartnews.ru/regions/ula-ude/2438.html (data obrashcheniya: 22.07. 2014).
Shchurina Yu.V. Internet-memy kak fenomen internet-kommunikatsii // Nauchnyy dialog. Ekaterinburg, 2012. № 3. S. 161-173.
Imya nam — legion: Anonimus ne proshchaet. [Elektronnyy resurs] URL: http://xakep.ru/2011/06/11/57422/ (data obrashcheniya 28.06.2013).

References (transliteration):
Femen razdelis' u khrama Khrista Spasitelya. [Elektronnyy resurs] URL: http://www.ridus.ru/news/14086/ (data obrashcheniya: 12.11.2014).
Pank-moleben «Bogoroditsa, Putina progoni» Pussy Riot v Khrame [Elektronnyy resurs] URL: http://www.youtube.com/watch?v=GCasuaAczKY (data obrashcheniya: 15.11. 2014).
V elektricheskikh kolgotkakh i oranzhevom ogne [Elektronnyy resurs] Vypusk № 140 ot 14 dekabrya 2011. URL: http://www.novayagazeta.ru/arts/50062.html (data obrashcheniya 17.10.2013).
Broudi R. Psikhicheskie virusy. Kak programmiruyut vashe soznanie. M.: Pokolenie, 2006. 304 s.
Polichak J. W. Memes as Pseudoscience // Shermer M. Skeptic Encyclopedia of Pseudoscience. 903 p.
Epshteyn M., Savchuk V. Svetloy pamyati postmoderna posvyashchaetsya… [Elektronnyy resurs]. URL: http://xz.gif.ru/numbers/64/epshtein-savchuk/ (data obrashcheniya 14.12.2014).
Stepanov Yu.S. Semiotika: Antologiya. M.: Akademicheskiy Proekt; Ekaterinburg: Delovaya kniga. 2001. 691 s.
Handbook of Hyper-real Religions / A. Possamai, ed. Leiden: Brill, 2012. XIV. 442 p.
Barker E. Nauchnoe izuchenie religii? Vy, dolzhno byt', shutite // Religiovedenie, 2003. № 4. S. 93-113.
Broudi R. Psikhicheskie virusy. Kak programmiruyut vashe soznanie. M.: Pokolenie, 2006. 304 s.
Henson H. K. Memes, L5 and the Religion of the Space Colonies. // L5 News, 1985. pp. 5-8.
Lama iz monastyrya G'yandrek pod Kaylasom, izvestnyy kak Orakul Shambaly rasskazal, kak perezhit' apokalipsis, kotoryy po ego slovam prodlitsya dve nedeli [Elektronnyy resurs]. M., 2012. URL: http://www.topnews.ru/news_id_53840.html (data obrashcheniya: 17.12. 2014).
Ksenofontova I.V. Spetsifika kommunikatsii v usloviyakh anonimnosti: memetika, imidzhbordy, trolling // Internet i fol'klor: sb. st. / otv. red. A.S. Kargin. M.: Gos. respubl. tsentr russkogo fol'klora, 2009. S. 285-294.
Dokinz R. Egoistichnyy gen. M.: Mir, 1993. 318 s.
Shchurina Yu.V. Internet-memy kak fenomen internet-kommunikatsii // Nauchnyy dialog. Ekaterinburg, 2012. № 3. S. 162.
Nezhura E.A. Novye tipy kreolizovannykh tekstov v kommunikativnom prostranstve interneta // Teoriya yazyka i mezhkul'turnaya kommunikatsiya, 2012. № 2. S. 47-52.
Asmus N.G. Lingvisticheskie osobennosti virtual'nogo kommunikativnogo prostranstva: dis. ... kand. fil. nauk: 10.02.19. Chelyabinsk, 2005. 265 s.
Bell D. Sotsial'nye ramki informatsionnogo obshchestva // Novaya tekhnokraticheskaya volna na Zapade. M.: Progress, 1986. S. 330-342.
Fel'dshteyn D. I. Mir Detstva v sovremennom mire (problemy i zadachi issledovaniya). M.; Voronezh: MPSU: Modek, 2013. 335 s.
Omarova Z.U. Transformatsiya religioznogo soznaniya: sovremennyy aspekt // Filosofskaya mysl'.-2012.-№3.-C. 160-183. URL: http://www.e-notabene.ru/fr/article_185.html
Shiroko tsitiruemym ekspertom v rossiyskikh SMI stal Massimo Introvin'e: sm. interv'yu «Rossiyskoy gazete» o budushchem khristianstva [Elektronnyy resurs] URL: http://www. rg.ru/2012/07/19/europe.html. (data obrashcheniya: 15.11.2014).
Vzglyad. Delovoy zhurnal. [Elektronnyy resurs] 27 avgusta 2012. URL: http://vz.ru/news/2012/8/27/595302.html (data obrashcheniya 13.10.2014).
Reznik G. Apofigey nepravosudnosti [Elektronnyy resurs] URL: http://www.novayagazeta.ru/politics/54157.html (data obrashcheniya 10.12.2014).
Krongauz M. «Slova nenavisti zamenyayut argumenty» Pochemu v yazyk sovremennikov snova vozvrashchayutsya sovetskie shtampy i kuda ukhodit logika [Elektronnyy resurs] URL: http://lenta.ru/articles/2014/11/28/language/(data obrashcheniya: 17.12. 2014).
Zagvozdina D. Tserkov' posle Pussy Riot [Elektronnyy resurs] URL: http://www.pravmir.ru/cerkov-posle-pussy-riot/ (data obrashcheniya: 14.02. 2014).
Pussy Riot: zatyanuvshiysya performans [Elektronnyy resurs] / Maksimenko S., Smirnov A. URL: http://rus.ruvr.ru/2012_08_02/Pussy-Riot-zatjanuvshijsja-performans/ (data obrashcheniya: 12.12. 2014).
Zakon ob oskorblenii chuvstv veruyushchikh byl prinyat vo vtorom chtenii. [Elektronnyy resurs] URL: http://www.bbc.co.uk/russian/russia/2013/05/130521_duma_religious_insult_2nd.shtml (data obrashcheniya: 14.02. 2014).
Voytenkov A. Kak sozdayutsya poznavatel'nye «utki» [Elektronnyy resurs] URL: http://poznavatelnoe.tv/voitenkov_ducktells (data obrashcheniya 12.11. 2014).
Veryashchie v predskazanie o kontse sveta nadeyutsya spastis' v Serbii, na gore Rtan' (HTML). [Elektronnyy resurs] URL: www.kp.ru (data obrashcheniya 11.12. 2012).
Lama iz monastyrya G'yandrek pod Kaylasom, izvestnyy kak Orakul Shambaly rasskazal, kak perezhit' apokalipsis, kotoryy po ego slovam prodlitsya dve nedeli [Elektronnyy resurs]. M., 2012. URL: http://www.topnews.ru/news_id_53840.html (data obrashcheniya: 17.12. 2014).
V aginskikh selakh gotovyatsya k kontsu sveta [Elektronnyy resurs]. M., 2012. URL: http://zabinfo.ru/96654. (data obrashcheniya 14.09.2014).
Dozhivem do ponedel'nika. V Buryatii studentov raspustyat do kontsa sveta [Elektronnyy resurs]. M., 2012. URL: http://smartnews.ru/regions/ula-ude/2438.html (data obrashcheniya: 22.07. 2014).
Shchurina Yu.V. Internet-memy kak fenomen internet-kommunikatsii // Nauchnyy dialog. Ekaterinburg, 2012. № 3. S. 161-173.
Imya nam — legion: Anonimus ne proshchaet. [Elektronnyy resurs] URL: http://xakep.ru/2011/06/11/57422/ (data obrashcheniya 28.06.2013).

Abstract: The subject studied is the role of political trickster as a possible stereotype of political behavior in the Russian political environment of the late XXth. Cultural dimension of the political life is the ground for forming a matrix of possibilities of political leaders at this or that sage of social development. Culture and the collective request of the population for the implementation of a particular cultural paradigm by political elites are a direct consequence of the formation and development of the information society and transformation of collective consciousness. Political situation at the beginning of the 1990th in Russia created conditions for the appearance of both cultural heroes and tricksters in the political life of the country. In this regard, the author analyzes the political activity of A. Lebed and R. Kadyrov as the examples of political tricksterism and cultural heroism. The analysis of the political behavior of political actors is a new methodological approach which appears as a result of the development of the inter-disciplinary approach and principles of methodological pluralism. Based on the cultural analysis carried out, the author makes an assumption that on the political arena a cultural hero and a trickster are syncretical manifestations of the political reality in unstable situations. The solution of the unstable situation and overcoming of the political turbulence define the importance of the relation between a trickster and a cultural hero.

Keywords: trickster, mythological analysis, political behavior, cultural hero, culture, mythological consciousness, cosmos, R. Kadyrov, A. Lebed, chaos.

Contact information: Shevyakova Alina Vyacheslavovna, 117296, Russia, Moscow, prospect Vernadskogo 29, of. 225.

References:
Sheremet P. Ne teypom edinym // Ogonek. — 2010. — № 35(5144). c. 14
Mogeiko M. Phenomenon of Cross-Cultural Interaction: Problem of Non-Linear Modeling //Coactivity: Philosophy, Communication/Santalka: Filosofija, Komunikacija. – 2011. – T. 14. – №. 1. c. 39
Khantington S. Politicheskiy poryadok v menyayushchikhsya obshchestvakh. – Litres, 2013. c. 55
Tsygankov A. P. Sovremennye politicheskie rezhimy: struktura, tipologiya, dinamika //M.: Interpraks. – 1995. c.101
Teleperedacha «Zheleznaya ledi» ot 28 aprelya 2013 goda// Rezhim dostupa: http://www.youtube.com/watch?feature=player_embedded&v=7EyWnuAFoWQ. c.5
Teleperedacha «Namedni» 1993 g.// Rezhim dostupa: http://video.yandex.ru/users/mcmurphy88/view/6/ c.1
Solov'ev A.I. Politicheskoe soznanie i politicheskaya kul'tura. M., 1999. s. 43
Solov'ev A.I. Kul'tura vlasti rossiyskoy elity: iskushenie konstitutsionalizmom? // Polis. 1999. № 2. s. 22
Sogrin V. V. Politicheskaya istoriya sovremennoy Rossii, 1985-2001: ot Gorbacheva do Putina //Dialog. – 2011. – №. 35. cc. 59-76
Meletinskiy E. M. Trudy po znakovym sistemam. T. 7.: Skandinavskaya mifologiya kak sistema. 1973. c. 33
Moldaliev O. Islamizm i mezhdunarodnyy terrorizm: ugroza islama ili ugroza islamu? //Tsentral'naya Aziya i Kavkaz. – 2002. – №. 3. c. 21
Meletinskiy E. M. Mify drevnego mira v sravnitel'nom osveshchenii //Tipologiya i vzaimosvyaz' literatur drevnego mira. M. – 1971. c.55
Lebed' A. Za derzhavu obidno--. – Gregori-Peydzh, 1995. c. 34, c. 68
Losev A. F. Dialektika mifa //Filosofiya. Mifologiya. Kul'tura.–M.: Izdatel'stvo politicheskoy literatury. – 1991. c. 242
Gaman-Golutvina O.V. Politicheskaya elita Rossii. Vekhi istoricheskoy evolyutsii. M., 1998.
«Glavnyy antiterrorist Chechni» // Ekspert, 10 maya 2007 // Rezhim dostupa: http://archive.today/hHvlD. c. 5
Zaugol'nikova A. V. Filosofiya mifa FVY Shellinga //Izvestiya Rossiyskogo gosudarstvennogo pedagogicheskogo universiteta im. AI Gertsena. – 2009. c. 45
Ivanova E. V. K probleme novogo kul'turnogo geroya v mifotvorchestve KhKh veka //Izvestiya Ural'skogo gosudarstvennogo universiteta. – 2005. – №. 34. c. 68
Interv'yu Glavy Chechenskoy Respubliki Ramzana Kadyrova telekanalu «Rossiya 24»// Rezhim dostupa: http://www.youtube.com/watch?feature=player_embedded&v=FX8UsB1Sz0I . c.2
Koktysh K. E. Sotsiokul'turnye ramki institutsionalizatsii politicheskikh praktik i tipy obshchestvennogo razvitiya (I) //Polis: Politicheskie issledovaniya. – 2002. – №. 4. c. 12
Kolosov T.P. Operatsiya «General»//http://informacia.ru/topsecret/1/403-36.html
Kolosov T.P. Tayna gibeli generala Lebedya // http://www.informacia.ru/main/2541-1635.html. c. 5
Kuznetsova T. F., Lukov V. A. Kul'turnaya kartina mira v svete tendentsiy razvitiya kul'turologii //Vestnik Mezhdunarodnoy Akademii Nauk (Russkaya Sektsii). – 2009. – №. 1. c.65
Kuz'mina T. A. «Bog umer»: lichnaya sud'ba i soblazny sekulyarnoy kul'tury //F. Nitsshe i russkaya filosofiya. Spb. – 1999. c. 44
Kupina N. A. Totalitarnyy yazyk //Slovar' i rechevye reaktsii. Ekaterinburg-Perm'. – 1995. c. 77
Vengerov A. B. Sinergetika i politika //Obshchestvennye nauki i sovremennost'. – 1993. – №. 4. c. 57
Burd'e P. Dukh gosudarstva: genezis i struktura byurokraticheskogo polya //Poetika i politika: Sbornik statey. SPb.: Aleteyya. – 1999. c. 145
Barkhatov A. General Lebed', ili, Moya lebedinaya pesnya. – Politbyuro, 1998. c. 33
Ashin G.K. Elitologiya. Smena i rekrutirovanie elit. M., 1998. C. s. 45; 24
Andreev S. S. Politicheskoe soznanie i politicheskoe povedenie //Sotsial'no-politicheskiy zhurnal. – 1992. – №. 8. c.15
Almond G., Verba S. Grazhdanskaya kul'tura i stabil'nost' demokratii //Polis. – 1992. – T. 4. c. 128

References (transliteration):
Sheremet P. Ne teypom edinym // Ogonek. — 2010. — № 35(5144). c. 14
Mogeiko M. Phenomenon of Cross-Cultural Interaction: Problem of Non-Linear Modeling //Coactivity: Philosophy, Communication/Santalka: Filosofija, Komunikacija. – 2011. – T. 14. – №. 1. c. 39
Khantington S. Politicheskiy poryadok v menyayushchikhsya obshchestvakh. – Litres, 2013. c. 55
Tsygankov A. P. Sovremennye politicheskie rezhimy: struktura, tipologiya, dinamika //M.: Interpraks. – 1995. c.101
Teleperedacha «Zheleznaya ledi» ot 28 aprelya 2013 goda// Rezhim dostupa: http://www.youtube.com/watch?feature=player_embedded&v=7EyWnuAFoWQ. c.5
Teleperedacha «Namedni» 1993 g.// Rezhim dostupa: http://video.yandex.ru/users/mcmurphy88/view/6/ c.1
Solov'ev A.I. Politicheskoe soznanie i politicheskaya kul'tura. M., 1999. s. 43
Solov'ev A.I. Kul'tura vlasti rossiyskoy elity: iskushenie konstitutsionalizmom? // Polis. 1999. № 2. s. 22
Sogrin V. V. Politicheskaya istoriya sovremennoy Rossii, 1985-2001: ot Gorbacheva do Putina //Dialog. – 2011. – №. 35. cc. 59-76
Meletinskiy E. M. Trudy po znakovym sistemam. T. 7.: Skandinavskaya mifologiya kak sistema. 1973. c. 33
Moldaliev O. Islamizm i mezhdunarodnyy terrorizm: ugroza islama ili ugroza islamu? //Tsentral'naya Aziya i Kavkaz. – 2002. – №. 3. c. 21
Meletinskiy E. M. Mify drevnego mira v sravnitel'nom osveshchenii //Tipologiya i vzaimosvyaz' literatur drevnego mira. M. – 1971. c.55
Lebed' A. Za derzhavu obidno--. – Gregori-Peydzh, 1995. c. 34, c. 68
Losev A. F. Dialektika mifa //Filosofiya. Mifologiya. Kul'tura.–M.: Izdatel'stvo politicheskoy literatury. – 1991. c. 242
Gaman-Golutvina O.V. Politicheskaya elita Rossii. Vekhi istoricheskoy evolyutsii. M., 1998.
«Glavnyy antiterrorist Chechni» // Ekspert, 10 maya 2007 // Rezhim dostupa: http://archive.today/hHvlD. c. 5
Zaugol'nikova A. V. Filosofiya mifa FVY Shellinga //Izvestiya Rossiyskogo gosudarstvennogo pedagogicheskogo universiteta im. AI Gertsena. – 2009. c. 45
Ivanova E. V. K probleme novogo kul'turnogo geroya v mifotvorchestve KhKh veka //Izvestiya Ural'skogo gosudarstvennogo universiteta. – 2005. – №. 34. c. 68
Interv'yu Glavy Chechenskoy Respubliki Ramzana Kadyrova telekanalu «Rossiya 24»// Rezhim dostupa: http://www.youtube.com/watch?feature=player_embedded&v=FX8UsB1Sz0I . c.2
Koktysh K. E. Sotsiokul'turnye ramki institutsionalizatsii politicheskikh praktik i tipy obshchestvennogo razvitiya (I) //Polis: Politicheskie issledovaniya. – 2002. – №. 4. c. 12
Kolosov T.P. Operatsiya «General»//http://informacia.ru/topsecret/1/403-36.html
Kolosov T.P. Tayna gibeli generala Lebedya // http://www.informacia.ru/main/2541-1635.html. c. 5
Kuznetsova T. F., Lukov V. A. Kul'turnaya kartina mira v svete tendentsiy razvitiya kul'turologii //Vestnik Mezhdunarodnoy Akademii Nauk (Russkaya Sektsii). – 2009. – №. 1. c.65
Kuz'mina T. A. «Bog umer»: lichnaya sud'ba i soblazny sekulyarnoy kul'tury //F. Nitsshe i russkaya filosofiya. Spb. – 1999. c. 44
Kupina N. A. Totalitarnyy yazyk //Slovar' i rechevye reaktsii. Ekaterinburg-Perm'. – 1995. c. 77
Vengerov A. B. Sinergetika i politika //Obshchestvennye nauki i sovremennost'. – 1993. – №. 4. c. 57
Burd'e P. Dukh gosudarstva: genezis i struktura byurokraticheskogo polya //Poetika i politika: Sbornik statey. SPb.: Aleteyya. – 1999. c. 145
Barkhatov A. General Lebed', ili, Moya lebedinaya pesnya. – Politbyuro, 1998. c. 33
Ashin G.K. Elitologiya. Smena i rekrutirovanie elit. M., 1998. C. s. 45; 24
Andreev S. S. Politicheskoe soznanie i politicheskoe povedenie //Sotsial'no-politicheskiy zhurnal. – 1992. – №. 8. c.15
Almond G., Verba S. Grazhdanskaya kul'tura i stabil'nost' demokratii //Polis. – 1992. – T. 4. c. 128

Abstract: Mass media makes tragedies, crime and violence everyday reality in Slovakia and audience is taught to get used to these phenomena. As a result, TV broadcasting creates a so called virtual moral that can actually distort perception of the reality. At the present time, when TV companies can ‘survive’ only if they have a high rating and show lots of adverting, mass media seems to do all that is not directly forbidden by the law. Virtual morals as they are shown by the most famous Slovakian mass media are a reduced, simplified and considerably distorted reflection of the reality.

Keywords: philosophy, journalist’s ethics, morals, society, mass media, manipulation of public opinion, information commercialization.

References:
1. Agamben G. Prostředky bez účelu. Poznámky o politice. Praha: Slon, 2003.
2. Blackmorová S. Teorie memů. Praha: Portál, 2001.
3. Mass Media and Society. London; New York, 1996.
4. Gluchman V. Biologické a sociálne v etike sociálnych dôsledkov (O determinácii a slobode vôle, respective
mravnej slobode) // Filozofia. 2003, 58(2). S. 119-137.
5. Goldberg B. Jak novináři manipulují. Praha: Ideál, 2005.
6. Grossberg L., Wartella E., Whitney D.C. Media Making: Mass Media in a Popular Culture. Thousand Oaks,
CA: Sage Publications, 1998.
7. Huber W. Violence: The Unrelenting Assault on Human Dignity. Minneapolis: Fortress Press, 1996.
8. Jirák J., Köpplová B. Média a společnost. Praha: Portál, 2003.
9. McQuail d. Úvod do teorie masové komunikace. Praha: Portál, 1999.
10. McLuhan M. Člověk, média a elektronická kultura. Brno: Jota, 2000.
11. Nádoba J. Petr Dvořák: Zisk je král, to platí všude // Hospodářské noviny, 2007, 21.8.
12. Poster M. The Good, the Bad, and the Virtual: Ethics in the Age of Information // The Ethical / Eds.
E. Wyschogrod, G.P. McKenny. Oxford: Blackwell, 2003. P. 181–196.
13. Ramonet I. Tyranie médií. Praha: Mladá fronta, 2003.
14. Thompson J.B. Média a modernita. Praha: Karolinum, 2004.
15. Vybíral Z. Lži, polopravdy a pravda v lidské komunikaci. Praha: Portál, 2003.

References (transliteration):
1. Agamben G. Prostředky bez účelu. Poznámky o politice. Praha: Slon, 2003.
2. Blackmorová S. Teorie memů. Praha: Portál, 2001.
3. Mass Media and Society. London; New York, 1996.
4. Gluchman V. Biologické a sociálne v etike sociálnych dôsledkov (O determinácii a slobode vôle, respective
mravnej slobode) // Filozofia. 2003, 58(2). S. 119-137.
5. Goldberg B. Jak novináři manipulují. Praha: Ideál, 2005.
6. Grossberg L., Wartella E., Whitney D.C. Media Making: Mass Media in a Popular Culture. Thousand Oaks,
CA: Sage Publications, 1998.
7. Huber W. Violence: The Unrelenting Assault on Human Dignity. Minneapolis: Fortress Press, 1996.
8. Jirák J., Köpplová B. Média a společnost. Praha: Portál, 2003.
9. McQuail d. Úvod do teorie masové komunikace. Praha: Portál, 1999.
10. McLuhan M. Člověk, média a elektronická kultura. Brno: Jota, 2000.
11. Nádoba J. Petr Dvořák: Zisk je král, to platí všude // Hospodářské noviny, 2007, 21.8.
12. Poster M. The Good, the Bad, and the Virtual: Ethics in the Age of Information // The Ethical / Eds.
E. Wyschogrod, G.P. McKenny. Oxford: Blackwell, 2003. P. 181–196.
13. Ramonet I. Tyranie médií. Praha: Mladá fronta, 2003.
14. Thompson J.B. Média a modernita. Praha: Karolinum, 2004.
15. Vybíral Z. Lži, polopravdy a pravda v lidské komunikaci. Praha: Portál, 2003.

Abstract: Abstract: selected extracts from H. Marcuse’s work “Reason and Revolution” in which the author analyzed Hegel’s dialectics and Hegel’s views on human as the subject and the object of social processes.

Keywords: philosophy, history, object, subject, dialectics, logics, Hegel.

Contact information: Marcuse, H., nb-media@mail.ru

Abstract: Human cruelty is unique. In the living nature we do not find any examples of non-based aggression. Only humans are capable of doing it, and even when the goal is achieved, the aggressor usually does not stop and may for a long time enjoy the sight of other person’s ruin, stating that this calls for the full understanding of the wrongfulness of the latter’s behavior. What are the anthropological roots of this phenomenon?