Abstract
This present paper highlights the item being the most important for any nation — upbringing students that are understood as upcoming protagonists of the said nation. The dominant impact of the Internet discourse on upbringing students is noted. The Kotlerian concept of megamarketing — well-known in international marketing discipline – is transplanted into the subject domain of political marketing and presented in form of “TNC megamarketing” concept herein. The opportunities and tools of megamarkiting to modify national cultural codes, perceptions of political events/behaviors are described. A special role of geopolitical socializing students under total globalization is emphasized. Main generation characteristics of contemporary students and results of testing their residual knowledge in the field of Russian culture are given. The concept of Eurasianism is rated as a preferable vector of geopolitical socialization in contemporary Russia. Appropriateness and value of pedagogical experiences acquired in the Russian higher school is noted. Channels of transferring the university upbringing content are systemized. Some problems of restoration in effective functioning of the said channels under consuming society conditions are considered. A special role of Internet discourse for upbringing students and modifying national cultural codes as a whole is defined.
Keywords
- concept of Eurasianism
- generation Z
- geopolitical socialization
- Internet discourse
- national cultural code
- socio-cultural entropy
- TNC megamarketing
- upbringing students
References
- Report: Hundreds arrested at anti-corruption protests in Russia (2017). — URL: http://edition.cnn.com/2017/03/26/world/russia-corruption-protests/index.html
- June 12: The Kremlin and the Russian Opposition, IMR. URL: http://imrussia.org/en/the-rundown/media-must-reads/2816-june-12-the-kremlin-and-the-russian-opposition
- Byford, J. (2014) Beyond belief: The social psychology of conspiracy theories and the study of ideology. URL: http://oro.open.ac.uk/39494/1/Byford_conspiracy%20theories.pdf
- López-Linares, M. (2016) Pax Americana: How and Why US Elites Turned Global Primacy into a Silent Empire. Published by Universe.
- Jervis, R. (2006) The Remaking of a Unipolar World The Washington Quarterly – 29:3 pp. 7–19.
- Mustafaeva, A.A., Aktaulova, B.Zh. The term “social portrait”: concept, significance and its peculiarities in conducting research. URL: http://litceysel.ru/ (In Russ.)
- Rapaille, C. (2006) The Culture Code: An Ingenious Way to Understand Why People Around the World Live and Buy as They Do, New York: Broadway Books
- Rapaille, C. (2015) The Global Code: How a New Culture of Universal Values is Reshaping Business and Marketing, St. Martin’s Press, New York
- Hyatt, J., Simons, H. (1999) Cultural Codes – Who Holds the Key? The Concept and Conduct of Evaluation in Central and Eastern Europe SAGE Publications. URL: http://www.stes-apes.med.ulg.ac.be/Documents_electroniques/EVA/EVA-GEN/ELE%20EVA-GEN%207459.pdf
- Chetverikov, N. (2013) Sociological portrait of the younger generation. URL: http://ruskline.ru/special_opinion/sociologicheskij_portret_molodogo_pokoleniya/ (In Russ.)
- Sokolova, A.D., Golovina, M.A., Semirkhanova, E.K. (2012) “Bandar-logs” on Sakharov Avenue: a sociological portrait. Anthropological Forum. 16-online. URL: https://socionet.ru/publication.xml?h=spz:cyberleninka:23568:16498251 (In Russ.)
- Sitarov, V.A., Pustovoytov, V.V. Social ecology. Moscow, 2003, p. 23.
- Cherenkov, V.I. International marketing. St. Petersburg, 2003.
- Kotler, P., Levy, S.J. (1969), Broadening the concept of marketing, Journal of Marketing, 33(1), pp.10-15
- Kotler, P. (1986), “Mega-marketing,” Harvard Business Review, 64(2), pp. 117–124
- Scutti, S. (2017) Nutella defends its use of palm oil, deemed a 'potential health concern' CNN, January 13. URL: http://edition.cnn.com/2017/01/12/health/palm-oil-controversy-food/index.html
- Cherenkov, V.I. Global marketing environment: experience of conceptual integration. Moscow, 2016.
- Nezhdanov, I.Yu. Technologies of information warfare on the Internet. URL: http://bash.rosmu.ru/activity/attach/events/1283/01.pdf (In Russ.)
- Ferguson, N. British Empire: Lessons for Global Power, 2003. URL: http://www.archipelag.ru/geopolitics/nasledie/rise-and-demise/22/
- What are students interested and engaged in on the Internet? URL: http://www.1sn.ru/90089.html
- Goulubkov, M (2013] Literature and the Russian cultural code at the beginning of the 21st century, Journal of Eurasian Studies, 4
- Menon, S.V. Political Marketing: A Conceptual framework. URL: http://mpra.ub.uni-muenchen.de/12547/
- Global elites in skirmish with Russia. Moscow, 2017.
- Nye, J.S.Jr. (2004) Soft Power: The Means to Success in World Politics. URL: http://www.belfercenter.org/sites/default/files/legacy/files/joe_nye_wielding_soft_power.pdf
- Clarke, G. (2005) International Marketing Environment Analysis. — The Marketing Review 5.
- Karasik, V.I. Language circle: personality, concepts, discourse. Volgograd, 2002.
- Abdurazakov, R.A. On concept of “geopolitic socialization” and necessity of it’s stating in current political conditions. Current tendencies of development of science and technologies. URL: http://issledo.ru/wp-content/uploads/2015/08/Sb_k-4-4.pdf
- Granin, Yu.D. Challenges for national identity in the epoch of global transformations. News in psychological pedagogical researches. 2013, no. 1 (29).
- Oleinikov, A. Sociocultural factors of Russia's geopolitics. URL: https://www.geopolitica.ru/article/sociokulturnye-faktory-geopolitiki-rossii
- Popov, P.L. Main ideas of classical Eurasianism in scientific and geopolitical context of our time. URL: https://science-education.ru/ru/article/view?id=14522
- Marketing architecture and efficiency of Eurasian economy. St.-Petersburg, 2017.
- Mostafa, G. (2013) The concept of “Eurasia”: Kazakhstan's Eurasian policy and its implications. Journal of Eurasian Studies. 2013. Vol. 4. Iss. 2
- Putin considered education more important than education for personal development. URL: https://lenta.ru/news/2017/06/21/vospitanie/
- Press Conference of the Minister of Education of Russia Olga Vasilyeva. URL: http://zabprofobr.ru/news/681
- Breeding environment of university: traditions & innovations. Ekaterinburg, 2015.
- Gusakovsky, M.A. Modern discourse of breeding at university: changing of game rules. Educational technologies. 2017, no. 2.
- Russian Eurasianism. Ideology of Empire. (2008), Woodrow Wilson Center Press. URL: https://ru.scribd.com/document/273261518/Russian-Eurasianism-an-Ideology-of-Empire-Ed-by-Marle-ne-Laruelle-2008-R-pdf
- Johnson, M.R. Russian Nationalism and Eurasianism: The Ideology of Russian Regional Power and the Rejection of Western. URL: https://www.rusjournal.org/wp-content/uploads/2016/02/Eurasianism.pdf
- 30 facts about contemporary youth. URL: https://adindex.ru/news/researches/2017/03/10/158487.html
- Tikhonova, S.V. Social networks: problems of socialization of Internet. Polis. Social researches. 2016, no. 3.
- Lotman, Yu.M. A.S. Pusshkin’s novel “Eugene Onegin”: commentary. St. Petersburg, 1995.
- Schtscheglov, Yu.K. Commentaries to the novel of “12th stools”. Moscow, 1995.
- Batyutyu, A.I. On ways of reproduction the truth. St.-Petersburg, 2009.
- Margolis, E. (2004). McDonaldization of education: a book review The journal of higher education 75.3, 368-370.
- Ritzer,G. (1996).The McDonaldization of society. Thousand Oaks, CA: Pine Forge Press.