The Strategiesof Modern Science

Development

III Internationalscientific–practical conference

12-13 September 2013

Proceedings

Science Book Publishing HouseYelm, WA, USA

2013

Scientific Publishing Center "Discovery"otkritieinfo.ru

The Strategies of Modern Science Development: Proceedings of the III International scientific–practical conference (Yelm, WA, USA, 12-13 September 2013). - Yelm, WA, USA: Science Book Publishing House, 2013. - p.

The materials of the conference have presented the results of the latest research in various fields of science: information technology and engineering, biological end сhemical sciences, philology, economics and jurisprudence, historical, psychological end political sciences, ecology. The collection is of interest to researchers, graduate students, doctoral candidates, teachers, students - for anyone interested in the latest trends of the world of science.

O Authors, 2013 O Scientific Publishing Center "Discovery", 2013

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CONTENT

SECTION 1. Chemical sciences

M. A. Yakiyayeva, R. K. Rakhmetullaeva, A. K. ToktabaevaCOMPLEXATION AND STIMULI-SENSITIVE PROPERTIES OF ACRYLIC ACID’S COPOLYMERS TRANSITION METAL WITH IONS (СU2+, NI2+)………………………………………………...…..7

SECTION 2. Biological sciences

I. Paliy INTERCOMMUNICATION BETWEEN PHOTOSYNTHESIS’ INTENSITY, THE MAIN ENVIRONMENTAL FACTORS AND NUTRITION CONDITIONS IN NEPETA CATARIA VAR. CITRIODORA BECK………..13

SECTION 3. Engineering

A. G. HristoforovaPATENT LANDSCAPE OF NORTHEASTERN FEDERAL UNIVERSITY………………………………………………………….…….21

SECTION 4. Historical Sciences

O. V. Fidchenko ACCESSION OF THE DESTRUCTIVE ACTIVITIES OF THE PRE-REVOLUTIONARY RUSSIAN INTELLIGENCE IN THE LIGHT OF ORTHODOX………………………………………..…27

SECTION 5. Economics

I. V. BalyninDEBT POLICY OF REGIONS OF THE CENTRAL FEDERAL DISTRICT IN 2008-2012: AN ANALYSIS, EVALUATION DATA AND EFFECT ON THE LEVEL OF RISK OF IMBALANCE REGIONAL BUDGETS…..35

B. BeisengaliyevMODERN MODEL OF SOCIAL POLITICS………………………….……47

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T. V. GoloshchapovaRECOMMENDATIONS FOR PREDICTION OF HOTEL INDUSTRYS EFFECTIVENESS...................................................................52

N. Yu. Ivanov, N. Yu. BagaevaFORMATION OF INNOVATIVE SEGMENTIN REPUBLIC SAKHA (YAKUTIA)……………………………………….57

A. I. KrivtsovDIAGNOSTIC CRITERIA FOR ECONOMIC AND INNOVATIVE BUILDING ORGANIZATION………………………64

M. K. Krivtsova, M. A. Podzorova, A. S. SibiryaevTHE INFLUENCE OF SOCIAL POLICY OF THE STATE ON THE HOUSEHOLD BUDGET……………….………70

E. U. KuznetsovaBRAND AND ITS FORMATION: THE RUSSIAN PRACTICE………..…75

Yu. V. MerkulovaTHE PLANNING OF THE DYNAMICS OF SUPPLY AND DEMAND….79

T. A. OruchCURRENT STATUS OF THE QUALITY OF SERVICES RUSSIAN MOBILE OPERATORS………………………………………………..…….86

V. M. Timiryanova, A. R. Nurova, E. A. KrasilnikovaINFLUENCE OF CONSUMER GOODS MARKET CONDITION ON EFFICIENCY OF PRODUCT DISTRIBUTION…………………..……91

D. Turekulova, M. ZhamkeyevaANALYSIS OF CAUSES AND EFFECTS OF THE CHANGE IN PRICE FOR EXPORT-IMPORT GOODS……...…100

E. V. VoroninaTHE ASSESSMENT OF CORPORATIONS LOAN CAPITALS:METHODOLOGICAL ASPECT…………………………………...………105

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SECTION 6. Philosophy of Science

E. V. FidchenkoCOMMUNICATION STRATEGIES IN THE PHILOSOPHY OF SCIENCE AND TECHNOLOGY: AS RATIONALIZATION……...…110

SECTION 7. Philology

Ekaterina GradalevaLEXICAL UNITS DENOTING A HORSE IN BRITISH LITERATURE…………………………………………….….117

L.V. Grichenko PRESENTATION FEATURES OF THE SUBJECT – THE PROPER NAME IN ENGLISH AND RUSSIAN PROVERBS……………………....123

V. I. KukovskaMAIN TACTICS OF THE DEFENSE COUNSEL SPEECH IN COURT………………………………………………………..128

О. V. Marunevich, D. G. ManzhosTHE METHODS AND FORMS OF FOLK’S NAIVE VIEWS ARCHIVING ABOUT DEVIL AS A FOREIGNER IN THE ENGLISH AND RUSSIAN FOLKLORE IN XVII-XIX CENTURIES……………………………..……131

A. MynzakENGLISH LEGAL ANTONYMS IN CONTEXT: COORDINATED, ANCILLARY, AUTONOMOUS AND COHESIVE ANTONYMY………137

O. A. ShatunON THE ISSUE ABOUT THE USE OF ILLEGIBLE SETS FOR STRATIFICATION OF LEXICAL UNITS IN THE LANGUAGE OF SCIENCE………………………………………144

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SECTION 8. Jurisprudence

Andrew Ashin, Natalya SimaginaPUNISHMENT AS THE TYPE OF COMPULSORY COMMUNITY SERVICE FOR JUVENILES ACCORDING TO THE FOREIGN COUNTRIES LEGISLATION……………………………………………...150

O. Ruzevich, A. KrasilschikovaTHE PROBLEMS OF FRAUD QUALIFICATION IN THE BANKING FIELD…………………………………………155

S. I. SuslovaSUBJECTIVE RIGHTS ON ACCOMMODATIONS IN RUSSIA: LEGISLATIVE REGULATION AND TRENDS IN SCIENTIFIC RESEARCH………………………………………………160

SECTION 9. Psychological science

N. G. MakarovaTHE VALUES OF A MODERN PERSON…………………………..….…165

D. PogontsevaATTRACTIVE FEMALE – MODERN VIEW ON CLASSICAL FENOMENON…………………………………….….…169

E. PolianichkoPSYCHODYNAMIC APPROACHES TO UNDERSTANDING MENTAL REFLECTION…………………………………………….….…173

SECTION 10. Political science

E. S. BarsovaTHE SYSTEM OF RUSSIAN FEDERATION FOREIGN PUBLIC INSTITUTIONS IN THE CONTEXT OF NATIONAL SECURITY…..…178

SECTION 11. EcologyS. S. Rodionov

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ENVIRONMENTAL MANAGEMENT IN THE PRESENT STATE OF THE INFORMATION…………………………………………….….…183SECTION 1. Chemical sciences

COMPLEXATION AND STIMULI-SENSITIVE PROPERTIES OF ACRYLIC ACID’S COPOLYMERS TRANSITION METAL

WITH IONS (СU2+, NI2+)*M. A. Yakiyayeva1,2, R. K. Rakhmetullaeva1,

A. K. Toktabaeva1

1Al-Farabi Kazakh National University, Almaty, Kazakhstan 2Almaty Technological University

*yamadina88@mail.ru

Introduction

Polymer-metal complexes are formed by the interaction of polymers containing functional groups (polycations, polyanions, nonionic polymers), with transition metal ions (Cu2+, Cd2+, Zn2+, Ni2+, Co2+, Mg2+, Fe2+ etc.). This class of polymeric complexes is of great interest in the processes of cleaning and extraction of metal ions from industrial and natural water, in the process of water treatment, in the synthesis of polymeric catalysts, in extraction of metal ions from the soil, etc. [1].

In the solution on a stability of polymer – metal’s ion complexes strong influence make such factors as a conformation and microstructure of polymer ligands, the nature of metals, the degree of ionization, the nature of anti ions (anions) metals, pH, ionic strength of the solution, the nature of the solvent, temperature, i.e., all those factors, which determine the conformational state of macromolecules in a solution and their hydrodynamic characteristics. Numerous researches of polymer – metal systems are devoted to the establishment of the influence of these factors on the properties and structure of polymer-metal complexes [2]. Also all of the charged and nonionic water-soluble polymers due to difilic macromolecules in any degree show sensitivity to the effects of the temperature of the environment. At the increase of temperature the destruction of hydrogen bonds between functional groups of the polymer and water molecules, takes place

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while also intra- and intermolecular hydrophobic interactions, intensify as a result of which the water becomes a poor solvent in thermodynamic terms. For aqueous solutions of linear macromolecules there is a division into two phases the enriched and the leaned by polymers [3].

In this work the complex making ability of linear copolymers based on butylmetacrylate (BMA) and acrylic acid (AА) with ions of heavy metals (copper and nickel) were studied. This study was conducted with the purpose of studying of the obtained polymers as adsorbents of heavy metals, as well as for the regulation of thermal-sensitive properties of water-soluble polymers.

Experimental

pH of solutions was defined by the digital ionometer “Ion Meter 3345” (Jenway Ltd., United Kingdom). Optical density of solutions of polymers and their polycomplexes were measured by UV-spectrophotometer “UV-2401 PC Shimadzu” (Japan) at the wavelength λ = 400 nm (25 degrees). Turbidimetric measurement of polymer solutions and their polycomplexes were carried out with the use of UV-spectrophotometer "UV-2401 PC Shimadzu" (Japan) at the wavelength of λ = 400 nm.

Results and discussion

From the practical point of view sensitive polymers acquire currently importance, water solutions of which are characterized by the presence of the lower critical temperature of dissolution, because of the presence of a hydrophilic - hydrophobic balance of macrochain. In the structure of macromolecules of such polymers hydrophilic functional groups (hydroxyl, carboxyl, amine, amide, etc.) contains which show the ability to form hydrogen bonds and provide their solubility in water, as well as hydrophobic fragments. At the increase of temperature the destruction of hydrogen bonds between functional groups of the polymer and water molecules takes place, while also intra- and intermolecular hydrophobic interactions intensify, as a result of which the water becomes a poor solvent in thermodynamic terms. For aqueous solutions of linear macromolecules there is a division into two phases –

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enriched and lean by polymers. In this work we studied the complex making ability of linear copolymers on the basis of butyl methacrylate (BMA) and acrylic acid (AА) with ions of heavy metals (copper and nickel). This study was conducted with the purpose of studying of the obtained polymers as adsorbents of heavy metals, as well as for the regulation of the thermal sensitive properties of water-soluble polymers.

Investigation of the thermalsensitivity of the BMA-AK copolimers showed that the heating up of their aqueous solutions up to 60 degrees does not lead to the change of their turbidity. This indicates that these copolymers do not show the thermalsensitivity, despite the presence in their structure of hydrophobic and hydrophilic fragments. At the same time it turned out that copolymers BMA-AK show high sensitivity to the presence in the solution of the ions of transition metals, that is that copolymers very actively form complexes and precipitate when adding very small amounts of metal ions. In the course of experiments, it the optimal ratio of the metal was established [COOH]:[Me2+]=15:1, in which the polymer is not excluded in the sediment and the concentration of metal ions in the solution reached its maximum value. A slight increase in the concentration of metal ions in the solution of copolymer, OME[COOH]:[Me2+]=12:1, leads to the fact, that the complex forms a precipitate.

It was found that this sensitivity to ions of heavy metals is proportional to the content of a ion genetic component AK in the original monomers mixture, the more its content in the original monomers environment (OME), the greater the sensitivity manifests itself of the ions of metals. Copolymer composition of the OME [BMA]:[AА] = 5:95 mol.% shows increased sensitivity to ions of transition metals, when the ratio of the concentration of the ions of copper, [COOH]:[Cu2+]=120:1, the complex forms a precipitate without the influence of the temperature that does not allow for further research of thermal sensitivity of this copolymer (table 1). At the same time, the high sensitivity of the BMA-AА copolymers to the presence of transition metal ions allows us to consider them as a promising sorbents for use in the systems of purification of waste waters, as well as for concentration and extraction of metal ions from solutions containing low concentration (about 0.01% of mass).

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20 30 40 50 600,0

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OME [BМА]:[АA] = 30:70 mol.%С (СPL) = 0.1М, рН=4.0

CPL (1); [COOH]:[Cu2+]=15:1 (2); [COOH]:[Ni2+]=15:1 (3)

Figure 1 - the Influence of the temperature on the complexes of the BMA-AА copolymer with ions of transition metals.

OME [BМА]:[АA] = 30:70 mol.%С (СPL) = 0.1М, рН=4.0

CPL (1); [COOH]:[Cu2+]=25:1 (2); [COOH]:[Ni2+]=25:1 (3)

Figure 2 - Effect of temperature on the complexes of the BMA-AА copolymer with ions of transition metals.

20 30 40 50 600,00

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OME [BМА]:[АA] = 10:90 mol.%С (CPL) = 0.1М, рН=4.3

CPL (1); [COOH]:[Cu2+]=15:1 (2); [COOH]:[Ni2+]=15:1 (3)

Figure 3 - Effect of temperature on the complexes of the BMA-AА copolymer with ions of transition metals.

OME [BМА]:[АA] = 10:90 mol.%С (СPL) = 0.1М, рН=4.3

СPL (1); [COOH]:[Cu2+]=25:1 (2); [COOH]:[Ni2+]=25:1 (3)

Figure 4 - Effect of temperature on the complexes of the BMA-AА copolymer with ions of transition metals.

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20 30 40 50 600,00

0,02

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Table 1 - Complexation of the BMA-AАcopolymer with ions of heavy metals

Cоpolymer OME composition, [BМА]:[АA], mol.%

The ratio of [COOH]:[Ме2+]

BМА-АA 30:70 15:1BМА-АA 10:90 15:1BМА-АA 5:95 240:1

From the data presented in figures 1, 2, 3 and 4 we can conclude that the complexes of double copolymers with ions of transition metals do not show the temperature-sensitive properties.

Conclusions

The thermal-sensitive properties of copolymers based on the BMA-AА and their complexes and ions of copper and nickel were investigated turbidimetric methods. It is established, that for aqueous solutions of copolymers phase stratification with increasing temperature is not observed, which indicates the lack of thermal sensitivity for these polymers. In the system of complexes BMA-AK with ions of copper thermal sensitivity is not manifested. However, copolymers based on the BMA-AK demonstrated high sensitivity to the presence of transition metal ions, which makes the possibility of their use as effective sorbents. It is shown that the thermal sensitivity of such copolymers is possible to strengthen by complexation with copper.

References1. Bimendina L.A., Yashkarova M.Г., Kudaibergenov S.Е., Bekturov Е.А. Polymer complexes (obtaining, properties, application): Monograph / edited by B.A. Zhubanov. - Semipalatinsk state University of Shakarim – Semipalatinsk, 2003. – p. 313.2. L.A. Bimendina, E.A. Bekturov., G.K. Mamytbekov. Complexes of water-soluble polymers and hydrogels.3. I.Yu. Galaev, «Smart» polymers in biotechnology and medicine //Successes of chemistry.– 1995. –Т.64, №5. – р. 505-524.

SECTION 2. Biological sciences

INTERCOMMUNICATION BETWEEN PHOTOSYNTHESIS’ INTENSITY,

THE MAIN ENVIRONMENTAL FACTORS AND NUTRITION CONDITIONS

IN NEPETA CATARIA VAR. CITRIODORA BECKIvan Paliy

Nikitsky Botanical Garden – National Scientific Center Nikita, Yalta, Crimea 98648, Ukraine, Yalta

e-mail: runastep@gmail.com

IntroductionPhotosynthesis is the only process in the biosphere, which leads

to the increasing of free energy of the biosphere due to external sources – the Sun - and allows for the existence of both plants and all of heterotrophic organisms and humans between them. Plants productivity is the result of the integration of many fundamental processes: photosynthesis, respiration, transport of metabolites, growth and development. Among the factors that determine productivity the leading role belongs photosynthesis (Musнenko, 2001).

The presence of glycosides, saponins, essential oil and tannic substances in N. cataria enables to consider it perspective for use as a source of biologically active compounds, aromatic and medicinal raw material (Libus' et al., 2004).

Information about the features of the intensity of photosynthesis in aromatic crops one of which is N. cataria has a fragmentary character. Physiological responses of N. cataria to the changing environmental conditions that limit their productivity are still remain insufficiently studied. In the writings of authors who have investigated directly N. cataria, the issue of photosynthesis rate has not been considered (Kuznetsova, 2009; Malankina, 2007; Nostro et al., 2001; Schultz et al., 2004; Yakubenko et al., 2009; Zhu et al., 2009).

So we set the goal - to examine the features of intensity of photosynthesis in the plants of N. cataria depending on lighting conditions, relative humidity, soil water potential, air temperature and soil fertilization with mineral and organic fertilizers.

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Materials and methodsThe representative of the family Lamiaceae - catnip lemon

variation (Nepeta cataria var. citriodora Beck.) has been studied. In our investigation we used the cultivar of Nepeta cataria var. citriodora Beck. – «Pobeditel – 3» selected in NBS–NSC.

In the investigations the variant with applied fertilizer and control have been used.1.Mineral (N60P60) + organic fertilizers (manure 40 t / ha);2. Control.

The experiments were conducted in 10 replicates. In the experiments it was used phytometric system "Ekoplant" developed by the design office "Biopribory" (Kishinev), that enables to registrate basic functional parameters of a plant and environmental factors. The system is able to measure the temperature of plant leaves, the temperature difference at the boundary of a piece-to-air, the relative speed of xylem and phloem flows in the shoots (the stems) of plants, changing of the turgidity in the shoots (the stems) of plants, the growth of various organs, soil water potential and other parameters. To measure the of the photosynthesis intensity system "Ekoplant" has a built-in infrared gas analyzer type «Infralit-4" with the switch gas channels (Il'nitskiy et al., 2005).

The air temperature in the climatic chamber was maintained through the refrigeration unit and the heater. Luminosity was changed by including on / off lamps and removing them from plants.

During the study of the dependences from the main factors of the environment one of the parameters was the independent variable, and the rest – have been stabilized. The period of experiments was from March to October. The plants were grown in containers (20 liters), large enough to contain the free root system.

In the investigations the soil taken from NBG-NSC areas has been used. It belongs to the type of brown, with the reaction pH 7.5-7.8. Total nitrogen content is 0.16%, hydrolytic – 4.7 mg per 100 g of the soil. Potassium contains: of gross - 1.33, movable - 6.67 mg per 100 g of the soil. Phosphorus content: of gross - 0,144%, movable - 4.1 mg per 100 g of the soil. In its properties, the soil is quite suitable for the cultivation of aromatic and medicinal crops (Mashanov et al., 1988).

Obtained information automatically came into the computer database, then treated with packages of applied mathematics program

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«Statistica». Thus, information was obtained with a continuous or a predetermined discreteness, without damaging the plants, and applied measurement techniques do not adversely influence on the environment.

Results and discussion While determining of the dependence of the photosynthesis

intensity from the illumination the air temperature was maintained at 22-24 °C, humidity of the air hА = 60-80%, soil moisture Wgr = 70-90%. The light curves of the intensity of photosynthesis in the plants of N. cataria, reach the plateau at illumination saturation of 0.5 kW/m2

(Fig. 1). At this level of light intensity photosynthesis in the plants of N. cataria was higher if the soil has been fertilized. In particular, plants N. cataria under the saturating light intensity had photosynthetic rate in 24% more if mineral and organic fertilizers were put into the soil. Maximum values of the intensity of photosynthesis in plants N. cataria were observed in the case of the application of organic and mineral fertilizers simultaneously.

Fig.1

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During determination of the intensity of photosynthesis depending on soil water potential ФL = f (Ψs) the air temperature was maintained at 22-24 °C, relative humidity of air of hА=70-80%, light - 80 W/m2.

Dependence of intensity of photosynthesis from soil water potential under the different feeding conditions in its form is close to exponential (Fig. 2). Intensity of photosynthesis begins to drop sharply even at very small changes in soil water potential. In the plants of N. cataria photosynthetic intensity was greater If the soil was top-dressed. Under the simultaneous application of mineral and organic fertilizers photosynthesis intensity in the plants of N. cataria was 28% greater compared with the option without fertilization.

Fig. 2

During determination of the dependences of the intensity of photosynthesis from the air temperature illumination in the zone experiences was maintained at 80 W/m2 humidity of the air hА=60–80%, soil moisture within Wgr = 70-90%.

It has been noted the influence of fertilizers at photosynthesis intensity on the background of the air temperature changes (Fig. 3). Optimum of photosynthesis corresponds to the air temperature 28-32 °C. In particular, in the plants of N. cataria in the temperature optimum photosynthesis intensity was 15% higher if the soil was top-dressed

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with mineral and organic fertilizers. The maximum values of the intensity of photosynthesis in the plants of N. cataria were observed in the case of the application of organic and mineral fertilizers simultaneously.

Fig.3

After reaching the optimum photosynthesis under the further increase of the air temperature curves of the dependence practically merge into a single line. The differences between the options are valid only up to the critical temperature. Dependence of the intensity of photosynthesis from the relative humidity of air was determined at the air temperature 24-25 °C, soil moisture within 70-90%, illumination - 80 W/m2.

Under the reduction of the relative humidity of air from 80% to 40% the intensity of photosynthesis in N. cataria decreases by 19% (variant 1), 28% (variant 2) (Fig. 4). For plants of N. cataria photosynthesis intensity was higher if the soil was fertilized. The maximum values of the intensity of photosynthesis in the plants of N. cataria were observed in the case of application of organic and mineral fertilizers at the same time.

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Fig.4

The highest rate of photosynthesis was observed at the period from 9.00 to 12.00 o’clock. Plants of N. cataria at the period from 9.00 to 12.00 o’clock had a rate of photosynthesis by 33% more if the soil was top-dressed with mineral and organic fertilizers (Fig. 5).

Fig.5

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Curves of the intensity of photosynthesis in the plants of N. cataria reach a plateau under the illumination of saturation 0.5 kW/m2

(Fig. 1). The influence of soil water potential on the intensity of

photosynthesis with the account of the different conditions of root nutrition has been determined. The intensity of photosynthesis begins to drop sharply at the very small changes in soil water potential (Fig. 2).

As a result of the researches that have been carried out optimum of photosynthesis for the studied culture has been determined. It is in the range of 28-32 °C (Fig. 3). Under the decline of the relative humidity of air from 80% to 40% decreasing of the intensity of photosynthesis occurred in all variants (Fig. 4).

The influence of different conditions of root nutrition on the intensity of photosynthesis traced.

The maximum values of the intensity of photosynthesis in the plants of N. cataria were observed in the case of the application of organic and mineral fertilizers simultaneously. Thus, the use of fertilizers intensifies the photosynthesis altogether. Established dependence between the action of the major environmental factors and intensity of photosynthesis on the background of the influence of mineral and organic fertilizers allows developing practical recommendations for successful cultivation of N. cataria in future.

The intensity of photosynthesis is influenced by illumination, mineral nutrition, water potential of the soil, air temperature and humidity in various rates (Aristarkhov et al., 2000; Bolondinskiy, 2010; Dubenok et al., 2010; Gegechkori et al., 2010).

Our studies of the plants of N. cataria confirmed the trends of environmental parameters impact on the intensity of photosynthesis, and the resulting experimental data allowed supplement the information about investigated crop.

References1. Aristarkhov A. N. Optimizatsiya pitaniya rasteniy i

primeneniya udobreniy v agroekosistemakh / A. N. Aristarkhov, V.G. Mineyev - M.:, 2000. [in russian]

2. Bolondinskiy V. K. Issledovaniye zavisimosti fotosinteza ot intensivnosti solnechnoy radiatsii, temperatury i

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vlazhnosti vozdukha u rasteniy karel'skoy berezy i berezy povisloy. Tr. Karel'skogo nauch. tsentra RAN, 2010. [in russian]

3. Dubenok N. N. Mineral'noye pitaniye – vazhnyy rezerv povysheniya produktivnosti posevov morkovi pri oroshenii. / Dubenok N. N, Borodychev V. V., Martynova A. A., Dostizheniya nauki i tekhniki APK, 2010. [in russian]

4. Gegechkori B. S. Fotosinteticheskaya deyatel'nost' list'yev yabloni v raznykh usloviyakh osveshcheniya. / B. S. Gegechkori, A. A. Klad', M. Y. Rud', Doklady Ros. akad. s-kh. nauk, 2010. [in russian]

5. Il'nitskiy O. A. Osnovy fitomonitoringa / O. A. Il'nitskiy, M. F. Boyko, M. I. Fedorchuk Kherson, 2005. [in ukrain]

6. Kuznetsova N. M. Morfologiya i ekologiya plodov vidov Nepeta (kotovnik) Izvestiya SPb. gos. agrar. un-ta, 2009. [in russian]

7. Libus' O. K. Efirnomaslichnyye i pryano-aromaticheskiye rasteniya / O. K. Libus', V. D. Rabotyagov, S. P. Kut'ko, L. A. Khlypenko, Kherson, 2004. [in ukrain]

8. Malankina Ye. L. Agrobiologicheskoye obosnovaniye povysheniya produktivnosti efiromaslichnykh rasteniy iz semeystva yasnotkovyye (Lamiaceae L.) v Nechernozemnoy zone Rossii: avtoref. dis. … d-ra s-kh. nauk: 06.01.13. - M. 2007. [in russian]

9. Mashanov V. I. Novyye efirno – maslichnyye kul'tury: spravochnik / V. I. Mashanov, N. F. Andreyeva, N.S. Mashanova, I. Ye. Logvinenko, S., 1988. [in russian]

10. Musнenko M. M. Fнzнologнya roslin : pнdruchnik. K., 2001 [in ukrain]

11. Nostro A. The effect of Nepeta cataria extract on adherence and enzyme production of Staphylococcus aureus / A. Nostro, M. Angela Cannatelli, G. Crisafi, J. Antimicrobial Agents, 2001.

12. Schultz G. Catnip, Nepeta cataria (Lamiales: Lamiaceae) – A Closer Look: Seasonal occurrence of nepetalactone isomers and comparative repellency of three terpenoids to insects / G. Schultz, E. Simbro, J. Belden, Environ Entomol, 2004.

13. Yakubenko B. К. Vpliv azotnogo zhivlennya na osnovnн bнometrichnн pokazniki ta produktivnнst' kotyachoн m'yati limonnoн ( Nepeta Cataria var. Limonnik (L.) Bek. ) V umovakh

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lнsostepu Ukraнni / B. К.Yakubenko, L. M. Dyadyusha, A. M. Zhidok, Mezhdunar nauch – prakt. konf. Yalta, 2009. [in ukrain]

14. Zhu J. J. Efficacy and safety of catnip (Nepeta cataria) as a novel filth fly repellent / J. J. Zhu, X. P. Zeng, D. Х. Berkebile, Med Vet Entomol, 2009.

SECTION 3. Engineering

PATENT LANDSCAPE OF NORTHEASTERN FEDERAL UNIVERSITY

B. G. HristoforovaFGAOU HPE North-E astern Federal University

named after M.K. Ammosov,Yakutsk, Russia, e-mail: aprel-23a@mail.ru

The analysis of the patent landscape is defined as a state of affairs in today's search process that provides a graphical representation of the results of current information, its collection and monitoring. The focus of this action is the results of intellectual activity (patents and patent applications) from a particular area of technology. Unlike the classical forms of search that provides relevant information in a text format, an analysis of the patent landscape shows charts and graphs, the direction of the leading representatives of the patent, cooperation partners, purity analysis of space, technology assessment, etc.

The results of the patent landscape can be used in the projections, programs, business plans, investment proposals, projects and plans for the development of production facilities and equipment, planning technical documentation for the execution of research and development activities, registration of patent applications, contractual and reporting documents, advertising, etc.

The desire to clearly demonstrate a patent rated the place and role of the North-Eastern Federal University (NEFU) in a world-class patent search operations of the scientific institutions of the country is represented in the following figure 1.

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IGDS

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Figure 1 - Rating Patent System in the Republic of Sakha (Yakutia)

Figure 1 shows that Institute "Yakutniproalmaz" Joint-Stock Company "Diamonds of Russia-Sakha" (Alrosa) has a leading position in the number of registered patents. In total there are more than 100 patents.

The Institute of Mining of the North named after N. V. Cherskogo RAS has 53 patents.

The Institution of the Russian Academy of Sciences Institute of Physical and Technical Problems of the North named after V. P. Larionov, Siberian Branch of Russian Academy of Sciences (RAS IPTPN) (RU) has 49 patents.

State Scientific Institution YANIISKH RAAS - 37 patents.The Department of Siberian Yakut Research Institute of

Hydraulic Engineering and Land Reclamation - 20 patents.Institute of Nonmetallic Materials, Russian Academy of Sciences

- 18 patents.Institute of Oil and Gas Problems, Siberian Branch of the

Russian Academy of Sciences (RAS IPGP) - 14 patents.YANIIT State Department of Health of the Republic of Sakha

(Yakutia) - 14 patents.Patents related to space are labeled as classified. Therefore, the

patents of IKFIA SB RAS named after Y. G. Shafer that are in the public domain are not many, only 12.

Finally, the patent owner NEFU has 44 registered inventions.The Analysis of information on the number of registered

intellectual property NEFU on structural divisions, such a result is obtained (Figure 2).

GF

BGF

FTI

ITI

JAGSHA

MI

TI branch

0 5 10 15 20 25

14

11

6

7

5

1

0

10

7

3

118

1

6

24

18

9

823

2

6

All Applications Patents

Figure 2 – The Rating of patent security among academic units in the Republic of Sakha (Yakutia).

Today, the global scientific community educational divisions of the Republic of Sakha (Yakutia) are ready to provide the following number of intellectual property:

Mining Department (GF) NEFU - 24, including 14 patent + 10 applications

Faculty of Biology and Geography (BGF) NEFU-18, including 7 patents +11 applications

Physico-Technical Institute (PTI) NEFU - 9, including 6 patents + 3 applications

Engineering and Technology (IET) NEFU - 8, including 7 patents + 1 application

Yakutsk State Agricultural Academy (YSAA) -235 + 18Technical Institute, a subsidiary of TI (f) NEFU - 6 applicationsMedical Institute (MI) NEFU - 2, including 1 patent + 1

applicationPromising scientific and technological developments having high

commercial appeal and proposed for introduction in the production and use as the basis of scientific research and innovation are the following:

On the basis of CIM - biotechnology production of biologically active food additives and drugs from natural plant, animal and microbial material.

On the basis of the GF - how to develop deposits of kimberlite pipes, how to develop and strengthen the industrial quarries.

On the basis of ITI - methods of housing construction in permafrost.

On the basis of FTI Institute - inventions in various fields of physics. Development is carried out in the departments of theoretical, experimental, and radio physics.

On the basis of YSAA - a device for producing biogas from organic waste, the methods of conservation of forage, grain, deer antlers, and many other interesting research.

In addition, formal experience with close interaction between the educational and scientific organization of educational departments of the Sakha Republic (Yakutia) should be notedwith the production and commercial structures. As a result of this cooperation, leading in the ranking of the structures represented in the patent landscape NEFU find financial and material support from the large commercial structures allowing them to receive the most promising types of modern

technologies. However, this possibility is not possessed by other units which activities are also used in parts of the world stratification of practical implementation of intellectual property.

The industry of information technology, telecommunications and other areas of activity that need to be improved in the North Particular are of a particular interest. As you know, the climate conditions of the northern territories, especially in the winter time are studied sparingly. It is obviously that such a response of the expected events is driven incentive for the formation and implementation of certain research and surveying activities that may allow replenish the strategic reserve of the patent landscape NEFU. Also, the positive experience of this kind will change the structure of the leadership provided by Figures 1 and 2, along with the usual familiar structures the new name will be highlighted.

Currently, the palpable shift in the direction of the development of information technology, telecommunications and other areas related to these industries began to mobilize in the structure of the Institute of Technology NEFU research process with the prospect of innovative transformation.

In particular the interaction with the St. Petersburg State University of Telecommunications named after Bonch-Bruyevich and with the assistance of the firm "Tehnolyuks" the city of St. Petersburg in the department of "Multi-channel communication systems" opens interactive teaching and laboratory facilities SOTSBI-U. The acquisition of this equipment will improve the quality of training of highly qualified specialists in the field of telecommunications to the expansion of activities with related industries and specific regions of the north.The participation of the world known experts as faculty and outstanding abilities will ensure the competitiveness of the graduates in the technology industry. The improving of the latest equipment of the country opens up the prospects for scientific and innovative study and research, produce pilot projects in a completely new format.

Such planning ambitions of the Institute of Technology NEFU are supported on a regional level of the government. In particular, at the level of Deputy Prime Minister of the Republic strategic goals and integrated activities linking the northern regions of Russia with the introduction and advancement of information technology and telecommunications are being developed. At the institutional level a

26

strategic plan for the implementation of the telecommunications and computer software development of the northern territories is being prepared. There are the negotiations with the representatives of different countries and research institutions; their professional interest is directly related to the development and implementation of projects related to information technology and telecommunications in the various industries and fields.

SECTION 4. Historical Sciences

ACCESSION OF THE DESTRUCTIVE ACTIVITIES OF THE PRE-REVOLUTIONARY

RUSSIAN INTELLIGENCE IN THE LIGHT OF ORTHODOX

O. V. Fidchenko Moscow State Pedagogical University, Moscow, Russia,

e-mail: f.antares@yandex.ru

One of the most difficult problems of our time is the question of the importance of pre-revolutionary intelligentsia. Aspects of it are not well developed in the literature, for, despite the multidirectionality conclusions made by analysts, they can be summed up in two lines of thought: to the apologetics of pre-revolutionary intelligentsia and its role in the history of Russia, or the criticism of the educated stratum of the population, as well as its activities .

Among the advocates of materialist include Revolutionaries: V.G. Belinsky, V.I. Lenin, G.V. Plekhanov, N.G. Chernyshevsky, their supporters and followers who considered inappropriate penitential tone of the collection "Vekhi" [2] .

The critically acclaimed style of the radical intelligentsia is the author of "Vekhi," which, for the most part , after the forced emigration: N.A. Berdyaev, S.N. Bulgakov, M.O. Gershenzon, A.S. Izgoev, B.A. Kistyakovsky, P.S. Struve, S.L. Frank [6].

27

Rethinking the historical role of the pre-revolutionary intelligentsia engaged the authors of the anthology "Change of vekhi" [11], who lived in exile. Posed by the authors, "Vekhi" problem intellectuals are actively investigated and versatile historians and philosophers [1, 2].

The authors of "Vekhi" as followers of the Western liberal tradition, with hope about the future of Russia. They want to change the country by strengthening legislation [2]. But, in our view, a comprehensive trust in the law expresses the desire for the return of government and social traditions of the Old Testament, that the Russian modern times would mean a retreat back. The New Testament story has taken a big step forward, because the teachings of Christ as never before, the increased importance in the lives of the people of the Spirit - the third person of the Holy Trinity. The Apostle Paul writes of Christ , "He hath made us able ministers of the new covenant, not of the letter but of the spirit : for the letter kills, but the Spirit gives life " [3, Ch. 3, Art. 6] .

One of the "Vekhists" P.B. Struve, displays the genealogy of the intelligentsia of the freemen, - a vague anti-state elements since the beginning of the XVII century. [2, p. 129]. A wrestler always pursues its goals related to enrichment commonplace that emphasized I.I. Petrunkevich [1].

Other authors of the "Vekhi" origin intellectuals back to the era of Peter I. According to M.O. Gershenson, "Petrine reform almost mechanically split personality in society, tore the consciousness of the will, consciousness idle gluttony taught the truth and thus doomed him to a monstrous error" [1].

According to I.I. Petrunkevich "idle gluttony truth" with Peter not only never stopped, and all the more intensified. In the early twentieth century Russian intelligentsia is the other, according to M.O. Gershenson, isolated in their home country host patients, to whom the people harbored unconscious hatred, it overcomes any self-interest. She - says M.O. Gershenson - even lost human form, and if it can be what you desire, just to try to become a man. [1]

Most, in our opinion, constructive, balanced and interesting evaluation of the Russian intelligentsia give figures of the Russian Orthodox Church. According to Abbot Benjamin (Novick), a collection of "Vekhi" approved religious people who have an open type of

28

consciousness, for which such eternal values of God, truth, goodness, beauty - is not empty sounds, it really exists. They were: A. White, V. Rozanov, P.A. Stolypin, E.N. Troubetzkoy, Arch. Anthony (Khrapovitsky), the future head of the Russian Orthodox Church Abroad.

V.I. Lenin called the book "an encyclopedia of liberal apostasy" and "manifesto Cadets" [1]. But the main cadet P.N. Milukov also fought against the "Vekhi", he even alarmed that the "Vekhi" thwart the revolution and agitation took a tour of Russia, criticizing this collection [1].

S.N. Bulgakov in "Vekhi", defining the nature of the Russian intelligentsia, summed up her work - she made a "religious suicide" [2]. According to Christian dogma as suicide - one of those sins that are not forgiven!

However, according to the logic of the same S.N. Bulgakov, Russian intelligentsia was unable to forget about this cardiac injury: renouncing Christ, she bore his stamp on his heart and rushed in unconscious longing for him, not knowing quench their spiritual thirst. [2]

To understand why the trend towards loss of intellectuals regard to religion can be traced from the moment of its appearance, it is necessary to understand the important things. Thus, the concept of "intellectual" means a person engaged in intense mental work. But the mind of modern intellectual degraded to only one of the properties of the mind - reason. According to ancient Christian anthropology mind - the ability to holistic knowledge, and it is in the heart of man. In this case, rationalism is “intelligence” heads, and wisdom - "intelligence" heart [10, p. 20].

The intelligentsia emerged in ancient times, in the face of scientists and philosophers who initially acted as interpreters of religion. Antique intellectuals gradually rationalized mythology, and even then traced the beginning of her desire to replace the priests and the aristocracy. For example, in his book "The Republic" Plato expresses the idea that the state should control the philosophers [10, p. 20-21] .

The Jewish intelligentsia post Babylonian period in the face of the scribes and Pharisees wanted to be the spiritual leader of the people,

29

and for that matter itself against the Sadducees - the temple priesthood [10, p. 21-22].

The Renaissance was marked by an attempt to take the place of intellectuals, clergy and become leaders of the people [10, p. 22].

In the XVIII century, the struggle assumed the character of the revolution. Kings the aristocracy and the clergy, as rivals intellectuals were physically destroyed and various reprisals.

The situation is particularly severe in the former Russian Empire: the young intelligentsia has declared war on the state and the Church, the monarchy and clergy. The tribal aristocracy was virtually destroyed (removed from public life reforms of Peter I). The nobility was not the aristocracy, and the military estate. The clergy also became a class enslaved. It took very bad form - the form of the caste organization, becoming one of the lowest "castes", which looked down and nobles, and the "new" intellectuals who came from different ranks [10, p. 23-24].

The peculiarity of the pre-revolutionary Russian society was that the aristocracy is not flowed to the clergy, and the clergy, to do away with its caste character, fled to the intelligentsia, representing the most radical and revolutionary of her group. It is this group of intellectuals called the class hatred driving force of history! She fed the "lion" of the revolution, to turn it against his enemies. But the lion turned into a lion and rushed to their own masters [10, p. 25].

In this hidden struggle with the Church intellectuals spiritual concepts seamlessly replaced soulful, soulful and then spread to all human consciousness [10, p. 25-26].

The intelligentsia is trying to create his own religion - she worships art. But, according to quip some of contemporary theologians, the root of the concept of "art" - "art", which forms another and say, "temptation", "adversary", "artificial". And the phenomenon called "culture" has an artificial origin - all of it is created by man, as a result of his activities, physical and mental.

The purpose of the intelligentsia - the desire to become a "mistress of doom" of the people, that is, simply , the people govern . But the Gospel says that "the Church is the pillar and ground of the truth" [9 , Ch. 3 , Art. 15]. Christ says to the people: "I am the light of the world: he that followeth me shall not walk in darkness, but shall have the light of life" [5, Ch. 8, p. 12]. He sends the Apostles to people

30

like this: "Go and make disciples of all nations, baptizing them in the name of the Father and of the Son and of the Holy Spirit, and teaching them to obey everything I have commanded you" [6 , Ch. 28 , Art. 19-20] . Hence it is obvious that it is for the clergy, as a direct successor of the Apostles, the Son of God has fixed function teachings, making them true teachers - teachers of Truth!

At the beginning of the twentieth century. V.F. Ivanov said that «the history of the Russian intelligentsia of the last 200 years has been a history of Freemasonry" [7, p. 23]. He gives some interesting facts. "Since the 90's XIX century political refugees from Russia found itself welcoming refuge mainly in the Masonic lodges in Paris. The city was organized by the college, which became a school for the training of future Russian revolutionaries. Many college professors: A. Amphitheatres, M.M. Kovalevsky, A.S. Trachevskiy and their students were Masons. L.D. Trotsky 5 years attended the lectures of Professor Olar stories about how to make a revolution. P.N. Milukov in exile until at least 1934, the vice-president of the internationally -Masonic society "Des Droits de l'Homme"» [7, p. 375].

The first of these professors was the son of the famous Moscow priest Valentine Amfiteatrov. But the example of his father's life and preaching the Soviets hiding place of his burial to avoid people's devotion did not prevent him to write a piece with the great title "My Freemasonry." Of course, one could argue that such figures represent the history of our people from the reaction of the clergy on the unbalanced social policy of the autocracy. But that does not stop to think about the conclusion V.F. Ivanov that the cause of Russian riot was not material poverty and spiritual poverty [7, p. 46].

Belief in progress displaces faith in God with the onset and development of capitalism. In contrast to the Middle Ages, with their pervasive influence of Christianity on the lives of people, capitalism characterizes the installation of the fact that people just up himself, through his own efforts, and not divine help. Rolls ideological model of the universe: it is theocentric rather than anthropocentric, the place of God in the center of the universe is a person. All are called to the service of his blessing. If you accept this service as a service to one's neighbor, in this appeal is nothing wrong with that. But changing understanding of the benefit of man: its composition includes not good components - human passions.

31

Christianity calls for a relentless struggle against the passions, not indulging in them. This struggle requires human effort - both internal and external. And it needs to constantly maintain that it is difficult and frustrating, since it is necessary to deal with yourself. So progress has another pleasant way to "service" the man, the way of cultivation purely material values. At the same spiritual values are swept aside, they are no longer needed. In human life is no longer in place of God, for He is with His commandments and morality begins to interfere.

Appears proverb ideal man does not exist. But people who believe without reason called idealists, because they have the ideal man. This is - Christ, true God and true man!

The image of the man at the center of anthropocentric model of the universe is extremely blurred. This is a average person. He is opposed to God. Who is he?

Iconography brilliantly defines the word "ugly": it does not mean "terrible", and includes a quality for even pronounced differently - has no the image. This is - the one who has lost the image and likeness of God, lost it after the rebellion against God. This is - the devil - the first in the history of revolutionary.

Each has a secret Masonic lodge room, available only for the "Grand Master". It hid the statue of horned idol. Can you guess who it is?

But the ignorance of the masses - a great weapon in the hands of units. If you explicitly call for the worship of the devil in the anthropocentric model of the universe, or Freemasonry, from the electorate will remain one. The majority does not agree to do so. And if you cover up at least some of the information to mislead, deceive, - how many people will rush to establish the truth? And the devil work, called Christ a murderer from the beginning, a liar and the father of lies [5, Ch. 8, Art. 44].

Understanding these simple things were available to Russians late XIX - early XX centuries, - They are a child brought up in a Christian way. But, as saith the parable of the sower, not every abandoned grain falls on good ground, and therefore often not bearing fruit [6, Ch. 13, Art. 3-23].

History shows that deception and deceit are able to overcome a few. Russian revolutionaries of that person became L.A. Tikhomirov, a member of "going to the people", the last sentence in the Peter and Paul

32

Fortress, and continues to work in the same vein after the release and exile.

But in 1888, there was a seemingly impossible: in Paris he was a brochure, "Why I stopped being a revolutionary." In it, he denounced the revolutionary ideas of [12, p. 20].

Get top pardon, he in January 1890 he returned to Russia. And until his death in 1923, preached a conservative idea, becoming one of the most capable of supporters of Orthodoxy and autocracy [12, p. 20]. Obviously, the man was a miracle of spiritual enlightenment, similar to the treatment of the Apostle Paul [4, Ch. 9, Art. 1-22].

I remember the example of the great Russian writer Fyodor Dostoevsky, in the twilight of his life often communicate with K.P. Pobedonostsev. In his youth, he belonged to the "petrashevtsa", was sentenced to death, but at the last minute before the execution, received a reduced sentence of imprisonment.

Today, elements of regret for his anti-Soviet activities was able to observe in K.K. Miller - a man who played an important role in the destruction of the USSR. There may have been some other intelligent people, "his sight" from their errors.

On the basis of a small number of those who made a revaluation of own values, we see the validity of Christ's words that "narrow is the gate and narrow the road that leads to life, and few there be that find it" and "wide is the gate and broad is the road that leads to destruction, and many enter through it"[6 , Ch. 7, Art. 13-14] .

But the output - is! After all, people like plant known by the results of the activity: "By their fruits ye shall know them" [6 , Ch. 7, Art. 16]. "A good tree can not bear bad fruit, nor a corrupt tree bring forth good fruit" [6 , Ch. 7 , Art. 18]. Therefore, we must work hard, do not try to change others, not the world, and myself, and bring it good, constructive, not destructive fruit. This - the path to salvation, for "the kingdom of heaven has been forcefully advancing, and forceful men (gain) it" [6 , Ch. 11 , Art. 12]!

References1. Benjamin (Novick), the abbot. Lessons, "Vekhi" (the 100th

anniversary of the collection) // [electronic resource]. URL: http://www.vehi.net/vehi/uroki_veh.html (date accessed 27.05.2013).

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2. Vekhi: Collection of articles on the Russian intelligence. M., 1909 // [electronic resource]. URL: http://lib.ru/POLITOLOG/XX/wehi.txt (date accessed 24.01.2013).

3. Second Epistle to the Corinthians, St. St. Paul // New Testament.4. Acts // Ibid.5. John // Ibid.6. Matthew // Ibid.7. Ivanov V.F. Russian intelligentsia and Freemasonry: from Peter I

to the present day. Moscow: Moscow, 2001.8. The intelligentsia in Russia. M., 1910 // [electronic resource].

URL: http://www.vehi.net/vehi/ (date accessed 27.05.2013).9. Timothy St. St. Paul // New Testament.10. Raphael (Karelin), Archimandrite. The Church and the

intelligentsia. Saratov, Publishing House of the Saratov diocese in 2009.

11. Volte-face. Prague, 1921 // [electronic resource]. URL: http://www.wkzinfo.ru/russia/smena_veh.shtml (date accessed 27.05.2013).

12. Ciganov V.I. The idea of Russian autocracy and its development in the work of L.A. Tikhomirov. Specialty 12.00.01 - Theory of Law and State, the history of state and law, the history of political and legal doctrines. Abstract of PhD. Nizhny Novgorod, Nizhny Novgorod State University. N.I. Lobachevsky, 2000.

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SECTION 5. Economics

DEBT POLICY OF REGIONS OF THE CENTRAL FEDERAL DISTRICT IN 2008-2012:

AN ANALYSIS, EVALUATION DATAAND EFFECT ON THE LEVEL OF RISK OF IMBALANCE REGIONAL BUDGETS

I. V. BalyninFinancial University under the Government of the Russian Federation

(Kaluga Branch), Kaluga, Russian Federatione-mail – igorbalynin@mail.ru

Socio-economic development of the Russian Federation is largely due to the economic and social situation in the regions, which in turn is largely determined by the ongoing fiscal policy , one of the key challenges that currently is the problem of the imbalance and ensure the sustainability of the regional budgets.

In order to identify regions with the highest and lowest risk unbalanced budget was proposed by the author's evaluation model based on multiple sets of factors [1].

One of the components of the model is to assess the region's debt policy. For this it is necessary to calculate the following parameters:

1) Growth (decrease) of the public debt of the region;2) The ratio of public debtof the region to the region's gross

regional product ;3) The value of the public debt per capita (of the region).Feasible, practical calculations indicated the values for example,

the regions of the Central Federal District of the Russian Federation. In order to ensure accuracy of the results obtained in this research study using data for the five-year period (2008-2012) .

Table 1 shows an overviewdynamics of regions of public debt of the Central Federal District of the Russian Federation for 2008-2012.

35

Table 1 Dynamics of public debt of regions of the Central Federal District

of the Russian Federation for 2008-2012N

umbe

r of t

he

orde

r

The region of the Russian Federation

(Central Federal District)

The growth rate of the public debt of regions of the Russian Federation

  (CentralFederalDistrict),%

2008 2009 2010 2011 2012

1 Belgorodregion 136,74 143,36 105,51 128,51 176,732 Bryanskregion 112,66 97,28 98,97 100,95 109,793 Vladimirregion 187,89 178,95 262,26 156,25 83,454 Voronezhregion 96,24 251,54 157,89 156,19 90,185 Ivanovoregion 122,61 162,85 178,71 164,76 117,906 Kalugaregion 204,09 132,03 147,86 99,00 101,247 Kostromaregion 80,99 175,71 134,65 113,20 107,388 Kurskregion 112,39 96,07 92,53 104,18 97,519 Lipetskregion 158,92 105,50 123,41 144,99 137,30

10 Moscowregion 174,73 104,91 89,70 72,28 92,2711 Orelregion 111,23 113,82 109,99 114,05 138,2412 Ryazanregion 144,23 141,12 146,60 134,08 139,8113 Smolenskregion 366,98 232,25 172,55 161,91 127,8214 Tambovregion 204,83 88,22 88,13 108,35 108,5415 Tverregion 142,76 204,56 117,53 135,62 121,3816 Tularegion 81,95 221,00 155,72 72,04 136,3517 Yaroslavlregion 114,59 102,18 118,64 97,68 135,5918 Moscow city 131,95 199,99 123,10 78,23 80,46

Source: calculated by the author based on data from the Ministry of Finance of the Russian Federation.

36

According to the analysis of the data it should be noted that in 2008 (compared to 2007 ), the public debt has decreased in Voronezh, Kostroma , Tula regions . At the same time, it has increased significantly in the Kaluga , Tambov, Smolensk regions . It should be noted that in the Kaluga region in 2011 there was a reduction of the public debt (-1 % compared to 2010), and in 2012 - a slight increase ( 1.24% ). In the Tambov region following the doubling of the public debt in 2008, a decrease of 12% in 2009 and 2010 and low growth ( +8.35 % - in 2011 , + 8.54% - in 2012) .

Public debt (of regions) of the Central Federal District characterized by an increase in its volume throughout the study period in 8 regions - Belgorod, Vladimir, Ivanovo , Lipetsk, Orel, Ryazan , Smolensk and Tver regions .

It should be noted that among the regions of the Central Federal District, only one has an external debt. It is Moscow city. The size of the external public debt of Moscow city is 16.4 billion rubles.

To assess the debt burden in the Central Federal District will calculate the ratio of public debt of each regions to gross regional product . Table 2 displays the results of the calculations.

Table 2The ratio of public debt of the regions of Central Federal District

to the gross regional product in 2008-2012

Num

ber

of th

e or

der

The region of the Russian Federation

(Central Federal District)

The ratio of public debt of the regions (Central Federal District)to the gross regional product in the coefficients

2008 2009 2010 2011 2012

1 Belgorodregion 0,031866 0,024323 0,038434 0,038454 0,0615442 Bryanskregion 0,050893 0,044945 0,041937 0,034595 0,0350093 Vladimirregion 0,00160 0,000804 0,005861 0,008028 0,0063974 Voronezhregion 0,00788 0,018859 0,025923 0,031382 0,0285345 Ivanovoregion 0,015143 0,024637 0,034884 0,049643 0,0559846 Kalugaregion 0,055961 0,071712 0,087114 0,069427 0,0663077 Kostromaregion 0,041674 0,075192 0,081426 0,081152 0,0770858 Kurskregion 0,024185 0,02414 0,018636 0,016111 0,0170929 Lipetskregion 0,015449 0,018661 0,021003 0,026475 0,034343

10 Moscowregion 0,094826 0,107748 0,080119 0,047312 0,03917311 Orelregion 0,031068 0,037721 0,035406 0,032748 0,04231412 Ryazanregion 0,036083 0,049766 0,062574 0,071418 0,09572513 Smolenskregion 0,014891 0,03355 0,046912 0,064132 0,080268

continuation of Table 2

14 Tambovregion 0,060184 0,047062 0,039291 0,033605 0,03275515 Tverregion 0,028382 0,056472 0,05991 0,070125 0,08184516 Tularegion 0,010757 0,025631 0,036098 0,02268 0,02999517 Yaroslavlregion 0,046024 0,047528 0,050042 0,041081 0,05190818 Moscow city 0,014736 0,034108 0,035728 0,023361 0,016891

Source: Calculated by the author based on data from the Ministry of Finance and the Russian Federal State Statistics Service.

39

From Table 2 must be concluded that the most relevant public debt of regions to gross regional product is noted in 2008 and 2009 in the Moscow region, in 2010 - in Kaluga, in 2011 - in Kostroma, in 2012 - in the Ryazan regions. It should be noted that during the study period, this indicator did not exceed 0.1 in all subjects (except for the Moscow region - in 2009).

Finally, in order to implement a more comprehensive assessment of the debt policy of regions of Central Federal District necessary to carry out calculation of the public debt of regions of the Central Federal District per capita. The results of the calculations made are shown in Table 3.

Table 3The value of public debt of subjects of the Central Federal District per capita in 2008-2012

Num

ber o

f th

e or

der The region of the

Russian Federation (Central Federal

District)

Государственный долг субъекта Российской Федерации(Центрального федерального округа)

на душу населения, в тыс.руб.2008 2009 2010 2011 2012

1 Belgorodregion 6,637206 9,483687 9,991556 12,80891 22,565172 Bryanskregion 4,927411 4,821222 4,83448 4,922691 5,4510853 Vladimirregion 0,194963 0,351254 0,914146 1,437553 1,2081784 Voronezhregion 0,996541 2,515989 3,847945 6,018723 5,4304095 Ivanovoregion 1,227444 2,011106 3,61584 5,991685 7,0983466 Kalugaregion 8,392166 11,09426 16,28015 16,13253 16,374837 Kostromaregion 4,878241 8,621095 11,99055 13,66864 14,740658 Kurskregion 3,513808 3,395705 3,206084 3,352222 3,2755199 Lipetskregion 3,446465 3,653189 4,453891 6,491742 8,9415710 Moscowregion 23,24897 24,24472 20,66457 14,7435 13,8949411 Orelregion 3,676479 4,207164 4,786244 5,48893 7,64119912 Ryazanregion 4,679732 6,640122 9,731228 13,08608 18,3563513 Smolenskregion 1,858776 4,353476 7,382818 11,98302 15,4002714 Tambovregion 6,630133 5,894387 5,188637 5,659261 6,181115

continuation of Table 315 Tverregion 3,985196 8,207047 9,718327 13,2578 16,1902916 Tularegion 1,604896 3,576165 5,533047 4,000854 5,49843317 Yaroslavlregion 7,548942 7,738056 9,435311 9,216605 12,4905318 Moscow city 11,56622 23,01291 25,92915 20,15993 15,72466

Source: Calculated by the author based on data from the Ministry of Finance and the Russian Federal State Statistics Service.

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Analysis of the obtained values , we conclude that in 2008-2011, the highest value of the public debt (of the region) per capita characterizeddebt policyof the Moscow region and Moscow city.

In 2012, ahead of Moscow ( which has 15.7 thousand rubles) largest public debt per capita ranged Kaluga region ( 16.4 thousand rubles ) , the Ryazan region ( 18.4 thousand rubles) , Tver region ( 16.2 thousand rubles ) and Belgorod region ( 22.6 thousand rubles) . In this leadership position in the Belgorod region has risen sharply (+9.8 thousand rubles- from 12.8 thousand rublespublic debt (of regions) per capita in 2011 ) .

Table 4 shows the comparative ranking score subjects of the Central Federal District of risk imbalances in their budgets under the influence of ongoing regional debt policy .

Evaluation was carried out using the method of point rating method. So, for the higher value of the highest score is calculated (the subject in which the figure is the highest in comparison with other regions, is assigned the highest score, the second largest - the highest score minus one, and so on).

The regions that have the same fixed value of the indicator is assigned the same value of rating points.

The calculation is the average score for each year of the study period across all regions and each factor. In the final stage calculated the average rating score for the entire study period.

Analysis of data in Table 4 should be allocated subjects with the highest level of risk - Tver Region ( 12.7333 points) , Ryazan region ( 13.4667 points) , Kaluga region ( 13.8667 points).

Among the subjects with the lowest level of risk that have been identified as a result of the research study - Kursk ( 3.8667 points) , Vladimir ( 4,933 points) and Voronezh ( 6.2000 points) regions.

Table 4Comparative-rating evaluation subjects of the Central Federal District

on the level of ofrisk imbalance of their budgetscarried out under the influence of regional debt policy

Ran

k

The region of the Russian Federation

(Central Federal District)

Ratingscore

2008 2009 2010 2011 2012 Averageratingscore

1 Kurskregion 6,6667 3,3333 2,3333 3,6667 3,3333 3,86672 Vladimirregion 5,6667 5,0000 6,6667 6,0000 1,3333 4,93333 Voronezhregion 2,3333 8,0000 7,6667 9,6667 3,3333 6,20004 Tularegion 3,0000 9,3333 10,3333 2,3333 8,0000 6,60005 Lipetskregion 8,6667 4,6667 6,0000 9,3333 10,3333 7,80006 Bryanskregion 11,0000 7,6667 7,3333 6,3333 7,0000 7,86677 Orelregion 7,3333 8,0000 6,0000 7,3333 11,3333 8,00008 Ivanovoregion 5,6667 6,3333 8,3333 12,6667 9,6667 8,53339 Tambovregion 15,6667 7,6667 6,3333 7,3333 6,6667 8,7333

10 Moscow city 10,0000 13,3333 11,3333 8,3333 5,6667 9,733311 Yaroslavlregion 12,0000 9,6667 10,6667 8,3333 11,3333 10,4000

continuation of Table 4

12 Belgorodregion 11,6667 10,0000 9,3333 11,0000 16,3333 11,666713 Moscowregion 16,6667 13,6667 11,6667 10,0000 8,0000 12,000014 Smolenskregion 9,3333 11,0000 12,6667 14,0000 13,6667 12,133315 Kostromaregion 8,3333 14,3333 14,3333 14,0000 11,3333 12,466716 Tverregion 9,6667 14,3333 11,0000 14,3333 14,3333 12,733317 Ryazanregion 11,3333 11,3333 13,3333 14,0000 17,3333 13,466718 Kalugaregion 16,0000 13,3333 15,6667 12,3333 12,0000 13,8667

Source: Calculated by the author on the basis of Tables 1-3

45

As part of the assessment of the region's debt policy should also check the available indicators of budget system of the Russian Federation in accordance with Article 107 of the Budget Code.

At the heart of public debt management on the principles ofcertainly, urgency, single debt policy, coherence, reduce risks, optimality, publicity [2].

Thus, research has shown that occurred during the study period are characterized by changes in most regions growing year by year public debt of the Central Federal District, the increase in the values of the coefficients that determine the debt burden, rising public debt per capita. Produced comparative rating analysis revealed regions with the highest (and lowest) level of risk imbalance of the Russian Federation under the influence of ongoing debt policy in the regions.

References1. Balynin I.V. The problem of the imbalance of the budget in the

context of socio-economic development of the country and the region. / / Collection of scientific works of the winners of the regional awards and scholarships. 9.-Kaluga Issue: Sh. Tsiolkovsky, 2013.-440 with., C. 303-312.

2. Balynin I.V.National debt of the Russian Federation: the socio-economic dimension// "High Tech in mechanical engineering and instrument-making and the development of innovation in high school": Regional Materials Science and Technology Conference 16-April 18, 2013 V.3. - Moscow: Publishing MSTU Bauman, 2013. - 278., - P.151-154.

MODERN MODEL OF SOCIAL POLITICSBerik Beisengaliyev

Kazakh university of economy, finance and international trade, Astana

Now in the world there are epoch-making changes - the center of development moves from the West to the east. China, India, Japan, Russia, Singapore, Malaysia – all these countries develop fast rates. There comes the East era at which preconditions for creation of new social economy are created. In these states there is a big human resource that gives cheap labor. Therefore, and production of goods here – is cheaper. Production from China, India is characterized, first of all, by low cost. Therefore it is very important to Kazakhstan to develop human resources to be competitive in the world markets. In it is pledge sufficient high rates of development of our country.

In social economy the competition dictates rigid rules of behavior for each member of society, a household and any enterprise or the company. And, these rules – at the same time laws and survival and success.

In the conditions of global contradictions, transformation of functions of the state – the nation there is a change of a paradigm of development: there is inefficient a military and technical violence, political domination, value socially - economic partnership and multicultural cooperation increases. Thus globalization processes became the precondition to manifestation of such concept, as innovative developments of the countries. It, undoubtedly, can be carried to the positive country of influence of globalization on growth of national economies [1, c.45].

The present model of the social state (human development model) was based on essentially other demographic and social situation – increasing population, prevalence of young age, and also rural the population, not captured by system of social support. Now, when process of aging of the population gained steady character, and demand for social services steadily increases, it is necessary to create considerably new model of the social state. The country which will be able to create modern effective model of human development, will get powerful advantage in the post-industrial world. Thus along with the former model of social protection of the population which is based on usual work for the purpose of obtaining the income in borders of

47

"normal working hours", in many countries new models of work and the vital models meeting economic and production requirements of modern society will have development.

Social policy can't be guided by short-term tasks, it is urged to define the strategic directions which, naturally, can be exposed to tactical adjustments, but as a whole has to be integral, reasonable, rational, effective and be formed taking into account historical conditions and national features, priorities and an economic situation, cultural traditions. Social policy carries, besides, conservative and innovative character. Conservatism is that it as though keeps that positive in social I that it as though keeps that positive in the social sphere that is already reached, and directs it on those who needs social intervention. Innovation predetermines that has to be peculiar to policy, adaptation of social structures to occurring changes. In the conditions of Kazakhstan it means that it is necessary to make use as much as possible of available experience and existing infrastructure which will form base for formation of the new concept of social economy [2, c.78].

For the accelerated development of the human and social capital, ensuring the maximum labor and social mobility of citizens it is required to increase efficiency and a susceptibility to innovations of sector of social services, education and health care, and also to integrate into social life of disabled people and the persons being in a difficult life situation, migrants. It is necessary to provide formation of system of the social institutes which are meeting requirements of modern society and effectively used already in the countries with similar and higher level of economic development. The social policy which is meeting the requirements of modern society, has to be directed on increase of efficiency of establishments of the budgetary sector of the economy, the accelerated development of non-state non-profit organizations and distribution of mechanisms of social partnership and practice of tripartite intersector interactions [3, c.62].

The Republic of Kazakhstan came to a new step of development and understanding of the place and a role in the modern world. The main measures for transfer of the country on new market rails are carried out. It should be noted that present Kazakhstan is more competitive and perspective as the independent economic power, than nineteen years ago at the time of independence acquisition.

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According to the Constitution of the Republic of Kazakhstan creation of the social state is one of main objectives of social development. Social development of the country entirely depends on quality of realization of social functions of the state determined by laws.

In a state policy of social security it is necessary to apply a living wage, instead of a settlement indicator. And the address social help has to be really needing. Stimulation of involvement of the population in this or that field of activity by means of system of social security – experience not so successful. For such purposes there has to be the unique incentive – compensation.

The beginning of creation of the steady and stable insurance market is a condition of development of harmonous system of social insurance which will entail increase of responsibility of citizens in questions of the self-sufficiency self-sufficient and an effective solution of the problem of social security on the principles of justice and uniform distribution.

It is supposed to capture social insurance able-bodied population on a formal labor market. Moreover, participation in system of social insurance will stimulate citizens to legalize the labor relations. It is caused by that participants of system will get invaluable advantages in comparison with the citizens occupied on an informal labor market.

Real development will be had by obligatory insurance of employer's liability for the caused damage of life and to health of the worker. Many questions of social security of the unemployed have to become a basis for improvement of social partnership in development of a state policy concerning population employment.

It is necessary to develop and introduce the mechanism of stimulation of development of social agencies on hiring, non-state labor exchanges.

Increase of efficiency of social protection of the population has to be promoted by such measures, as improvement of a state policy on development of partnership of the state and the public in the solution of social problems and achievement of real addressing of the social help.

Social reforms are urged to promote development of the directed social policy, proceeding from resources really available for the state and opportunities. Thus active social policy is capable to act not as the limiter, and the catalyst of economic growth.

49

In the next Message of the President of RK to the people of Kazakhstan "New decade – new economic recovery – new opportunities of Kazakhstan" are accurately designated positions in all directions of development of the state for the next 10 years. It both economy, and policy, and social sphere [4, c.99].

The problem of human measurement of the politician shows, what role is played by the individual and, first of all the "ordinary" "mass" personality to which number the overwhelming part of the population carries itself. Apparently from the Message of the head of state – the person "a human factor" in public life is priority RK in policy. The social state contacts the statement of the general benefit of principles of social justice, social security, worthy living conditions.

The social state seeks to smooth a social inequality, to help weak and unfortunate, to provide employment, availability to all educations, health care, cultures – all this and is reflected in the Message of the head of state.

In it main objectives and priorities of social policy in modern conditions are reduced stabilizing a standard of living of citizens of the Republic of Kazakhstan; not to allow a further impoverishment of the population of the country. Therefore, the Head of state sets a task that by 2020 unemployment rate didn't exceed 5%, and the population share with the income is lower living to minima no more than 8%. It is expected that in 2015 the size basic pension payment has to be raised to level 60% from the size of a living wage, and the sizes of the welfare social benefits – are increased by 1,2 times. By 2020 will be twice lowered maternal and child mortality, the general mortality is reduced by 30%. It is expected to increase life expectancy till 72 years.

General population of our society will expect increase of the size of pensions, grants, a salary to workers of the budgetary sphere.

The head of state notes that human resource – the inexhaustible potential of our society has to become the main property and a driving force of economic development of Kazakhstan, priorities of the person that is the main criterion of socially focused, strong state are at the center put, it is hope and confidence of each Kazakhstan citizen and future generations in social protection [5].

Realization of the main directions of social policy demands acceptance of a number of laws and other normative documents in

50

which concrete ways, methods and mechanisms of the solution of the major social problems of the population will find reflection.

Thus, it should be noted that social function of our state is shown in implementation of care of the person as member of society: satisfaction of needs of people in work, housing, education, health maintenance; implementation of social protection aged, disabled people, youth, unemployed, life insurance, health, property.

Literature1. А. Н. Аверин. Государственная система социальной

защиты населения. – М., 2007. – 230с.2. Социальное обеспечение в странах Запада: Франция, ФРГ,

Италия/Ран. ИНИОН. – М., 1999. – 108 с.3. Социальная защита населения в Республике Казахстан/ под

ред. Т. Притворовой. – Алматы: ПРООН, 2007. – 101 с.4. Притворова Т. Формирование и развитие социально-

ориентированной экономики в Казахстане. – Караганда. – 2003. – 296 с.

5. Послание Президента Республики Казахстан Н.А.Назарбаева народу Казахстана «Социально-экономическая модернизация - главный вектор развития Казахстана» Январь, 2012 г.

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RECOMMENDATIONS FOR PREDICTION OF HOTEL INDUSTRYS EFFECTIVENESS

T. V. GoloshchapovaFederal State Budgetary Educational Institution of Higher Professional

Education “Volga Region State University of Service”, Togliatti, Russia, gol155@yandex.ru

Development of the sector of the hotel industry in large central cities predetermined by the wealth of historical and cultural heritage.

Togliatti in this aspect can not be considered as a competitive city in view of the fact that it is very young. The idea of creating a center of tourism in the city, related to alternative forms of recreation (environmental, active, auto, business) will allow Togliatti harmoniously enter into a national hospitality industry.

When forecasting the performance of the hotel industry a decisive role is performed by the quantity and structure of the tourist flow. Ability to apply mathematical economics forecasting due to the following factors:

- the results of studies of the structure and size of the tourist flow, it can be concluded that, in its dynamics is not observed any dramatic changes as soon as the factors affecting the size and structure of the tourist flow, remain virtually unchanged over the period of 2008 - 2012 years;

- Projections are the basis for the formation of activities of the program of development of the hotel industry, which is being developed for the period up to 3 years, so in this particular case the applicable short-term forecasting methods;

- As a result of research of tourism and hospitality cluster in the city district, we obtained data that could form the basis of a predictive model.

Development of economic and mathematical model based on regression analysis, which is a statistical method for studying the dependence of stochastic variable Y on the variables Xj (j = 1, 2, ..., k), considered in the regression analysis as a non-random value, independent of the true law of distribution Xj.

The linear regression equation is:Y = β0 + β1xi1 + β2xi2 + ... + βkxik (1)

52

The regression coefficient βi indicates how much the average change the performance score Y, if variable Xj to increase per unit of measure, ie a regulatory factor.

In the model of evaluating the performance of the hotel industry as the dependent variable Y stands profitability, as the variables Xj - organizational component summary measure of human resource capacity, the price of hotel services, as well as the component that characterizes the change in the index over time.

We reduce the data to develop a model evaluation of organizational and economic support for the functioning of the hotel industry in Table 1.

Table 1The initial data for the development

of a multiple regression modelIndex Symbol 2008 2009 2010 2011 2012 Return on providing hotel services, %

Y 3.2 3.5 5.4 6.1 6.7

General indicator of organizational component,%

X 1 23.1 22.4 23.7 24.1 24.3

General indicator of human capacity

X 2 52.0 53.4 51.0 50.0 49.2

The average price of the service, rub.

X 3 816 925 935 958 1050

By using Excel, compose multiple regression equation, which will reflect the importance of evaluating the effectiveness of the organizational and economic support for the functioning of the hospitality industry:Y = -130,089 + 3,1125 1.1031 x1 + x2 + 0.004 x3 + 0,4575 t (2)

Thus, the increase in the organizational component by 1% leads to an increase in profitability at 3.1125%, the growth rate of human resources by 1% - at 1.1031% rise in the average price of $ 100 - 0.004%, the impact of other factors is reflected in the part of the time t, then at constant factors x1, x2, x3 in the next period of time will increase the profitability of 0.4575%. The negative value of the

53

constant term means that the effective sign - profitability – is becoming zero long before reaching the zero values of all factors. As a result of the study we found that the efficiency of the hotel industry is more dependent on the organizational component and the level of use of human resources, namely the implementation and development of these factors should be sent to further scientific and practical research.

The main body governing the operation of the hotel industry is the association of hotel companies, uniting producers of hotel services in a particular area, to solve the problems.

Members of the Association can be both legal persons and entrepreneurs without legal entity, working in the field of hotel, restaurant, tourism and related businesses, as well as representatives and authorities share the goals and objectives of the Association and contribute to their achievement and implementation.

The purpose of the Association is the co-promotion of the hotel market hotels in the city district. To one of the main tasks undertaken by the Association may be included the professional development and training of hotel workers, and one of the most important activities of the Association is the professional training, taking place in the form of seminars, individual consultations and presentations.

The Association is a non-profit organization established on the basis of voluntary property contributions by the participants expressed their support for the objectives of the Association and (or) its specific actions. Membership fees for entry into the Association are calculated based on the cost of joint projects implemented in each year.

Association members will have tax benefits, since the purpose of calculating income tax, according to item 15 of article 270 of the Tax Code, in determining the tax base it does not include the costs as a sum of membership fees (including entrance fees) in public organizations; the amount of voluntary contributions from members of unions, associations, organizations (associations) for the maintenance of these unions, associations, organizations (associations).

The main document defining the direction of development and economic feasibility of measures in the field of hotel industry should become a "Development Program of the Hotel Industry in c.d. of Togliatti." The Program should be adjusted depending on changes in factors of the microenvironment, as well as results forecasts for the value of the tourist flow. Development Program should be provided by

54

the City Council in conjunction with the Mayor's Office and the Chamber of Commerce.

Development Program of Hotel Industry is an element of a comprehensive program of socio-economic development and is a predictive analytical document containing a set of linked resource, performers and timing of activities and projects aimed at achieving the set goals.

The need to elaborate the Development Program for Hotel Industry in the c.d. of Togliatti is caused by structural problems that can not be solved within the framework of a single hotel.

“The Development Program for Hotel Industry in the c.d. of Togliatti” is aimed at addressing a number of problems: meet consumer demand for the services of hotel complexes; development of material base of the tourism industry by attracting investors for the reconstruction of existing and construction of new accommodation facilities; the development and promotion of new types of hotel services; To establish a database of accommodation facilities, investment and innovation in the field of hospitality; implementation of vigorous activity to improve the skills and training for the hospitality industry in c.d. of Togliatti; activity on the formation of the image of c.d. of Togliatti as a region, attractive from the point of view of business and recreational tourism; improvement of statistical reports on the hospitality industry.

Based on these tasks, the Program can be divided into two groups: The first group of measures designed to address the specific hotels: expanding the range of services, renovation, modernization, renovation of rooms, the establishment of tourist and hotel complexes, the construction of new hotels, etc. The second group of measures designed to address the development of the hotel industry as a whole: the creation of a database on hotels in the city district, investment projects, the implementation of measures to promote the image of the c.d. of Togliatti in order to attract business and recreational travelers, professional development and training for the hospitality industry, to improve statistical reporting and monitoring the hospitality industry.

These measures will help to further integrate all the hotels in a well-balanced systems with a single technical and technological policy, uniform criteria for technology and services, unified policy in the field

55

of service, training, sales techniques and interaction with the leading tourist agencies.

The economic rationale for the program events for the city is reflected in the additional tax payments to budgets of all levels associated with an increase of volume and profitability of the Association members, as well as top-line growth of related industries, which is calculated based on the value of multipliers. The average value of the multiplier on tourist flow is 2.84.

As a result of the actions of the Program:- Tax revenues from the hospitality industry in the various budgets will increase by at least 3.5 million rubles;- An increase in the volume of sales of related industries for 27 519 thousand rubles.- Occupancy of the hotel enterprises will increase by 2%;- The investments attracted to the tourism industry will exceed 400 million rubles.

Implementation of the program will also encourage the development of such industries as services, transportation, communications, trade and public catering, construction and reconstruction of roads, improvement of cities and towns, the production of souvenirs, training and retraining that will help solve the employment problem, primarily for young people.

References1. Tax Code of the Russian Federation [Electronic Resource]:

Parts 1 and 2: with Amendment and Additional. Updating date: 18.07.2011. Access from System “GARANT”

2. The Federal Law "About the State Forecasting and Programs of Social and Economic Development of the Russian Federation" [Electronic Resource]: [It is Accepted by the State Duma on June 23, 1995]: Official Text: as of July 20, 1995 – 11 kb.

3. Provision on the State System of Classification of Hotels and Other Accommodation Facilities [Electronic Resource]: [Are Approved as the Order of the Ministry of Economic Development of the Russian Federation of June 21, 2003]: official text: as of August 21, 2003 – 131 kb.

4. Vesnin V.R. Strategic Management [Text]: Textbook. – M: TK Velbi, Publishing House Prospect, 2006. – 328 p.

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5. Goloschapova T. Organizational and Economic Ensuring Functioning of the Hotel Industry: PhD Dis. Candidate Economics: 08.00.05 / T. Goloshchapova. – Togliatti, 2006. – 161 p.

6. Goloshchapova T. Organizational and Economic Ensuring Functioning of the Hotel Industry: Avtoref. Dis. Candidate Economics: 08.00.05 / T. Goloshchapova. – Togliatti, 2006. – 20 p.

7. Pankratyeva N. The System of Statistic Indicators of the Service Sector as a Sector of Economy [Text] //Statistics Questions. - 1998 . - 4 . – p. 16-20.

FORMATION OF INNOVATIVE SEGMENTIN REPUBLIC SAKHA (YAKUTIA)

N. Yu. Ivanov, N. Yu. BagaevaFGBOU HPE State University of Land Use Planning, Moscow.

FGAOU HPE North-E astern Federal University named after MK Ammosov,Yakutsk, Russia, e-mail: 21aprel@mail.ru; bagaeva_nu1974@mail.ru

Positive developments in the agro-economic transformation of the Republic of Sakha (Yakutia) are possible only with the transition to an innovative model of development. The positive experience of advanced countries shows that the key to success and achievements in social and economic life of the community is to build an effective innovation system. Historical evidence proves that universities play a significant role in shaping the innovation economy of the state which is the main impetus of growth. The features of the socio-economic and geo-political structure of Russia necessitate the creation of infrastructure in terms of innovation excellence at the regional and inter-regional systems. The consequence of it should be the formation of innovative foundation of the country. In this context the problem of the North-Eastern Federal University (NEFU) is initiating a formational innovative models aimed at the comprehensive development of the Republic of Sakha (Yakutia). It means that the development of the university and its innovative programs are of key importance for the republic.

In the framework of the Federal University development program the innovative potential is concentrated in the form of a

57

mobilized in 2010, the Arctic Innovation Center (AIC), which prioritizes the principle of diversified scientific and educational complex and innovative. The structure of the center is in the process of formation and includes the following units (Figure 1):

58

ARCTIC INNOVATION CENTER NEFU

The Institute of Regional Economy of the North (IRES)

GraduateSchoolofManagement

andInnovation

An Innovativetechnopark

The CenterofIntellectualP

roperty

The common Use Centre The Centre of Grants

and Programs

The Center for Applied Computational Technologies

IntercollegiateStudentinnovativebusinessincubator

Figure 1 - Organizational Structure

- An Innovative Technopark (creation of small innovative enterprises technical type, joint innovative enterprises, the development of student business incubator);

- The center for Applied Computational Technologies (base development of computer technology, equipped with one of the most powerful supercomputers in Russia to perform basic and applied research);

- The center for collective use (creation and management of the unique research equipment park);

- Intellectual Property Center (formalization and use of the results of intellectual activity providing patent and licensing bases of the university);

- The center of programs and grants (to ensure the university's participation in the competitions on the financial support of innovation and attract leading foreign and domestic scholars, specialists).

The generating activity in the direction of the AIC is to comprehensively promote innovation in education. In this regard, cooperation with the business units of the University will provide updated educational programs, methodologies and technologies with application of modern technology especially in information and communications fields.

An important basis for the functioning of innovative structures is the need for training in a market highly competitive environment and sustainable change of personnel - young professionals capable of a minimum period of adaptation to connect to the research and development of the advanced level, thus ensuring their region country a worthy place in the regional and international division labor and cooperation.

In this regard, the Program of Innovative Infrastructure Development of Federal University envisages the creation of a separate entity - Graduate School of Management and Innovation bringing together such basic of "Management", "Management of mining and geology", "Marketing" Master of Business Administration (Figure 2).

ARCTIC INNOVATION CENTER NEFU GRADUATE SCHOOL OF MANAGEMENTAND INNOVATION

The Department of Management

The Department of Management of mining

and geology

TheDepartmentofInnovation

Bachelor"Management"- Production management;- Financial Management

bachelor"State and Municipal Management":- Regionalmanagement- Propertymanagement

Bachelorof "Innovation":

- Innovativebusiness

Master’s degree program"Financial Management", "Environmental Management", "Innovation Management",

"Industrial Management""State and Municipal Management", "Management in the Oil and Gas Complex",

"Marketing"

Figure 2 - Graduate School of Management and Innovation in the structure of the AIC

Bachelor"Management"

- marketing

The DepartmentofM

arketing

Currently, the Department of "Innovation" is initiated to open as the profile of the generator structure. Today, preliminary work on the preparation of documents for opening training areas "Innovation" by degrees "bachelor" and "master" have been done. Thus, there is a full resource potential and the base for the opening of the Graduate School of Management and Innovation as a separate structural unit of a federal university.

The second major component of the AIC may be joining him FGNU "Institute of Regional Economy of the North" that will certainly enhance the status and effectiveness of the Centre which attracts in the educational process of innovation and highly qualified scientific potential. This unit will provide the scientific and methodological basis of the formation of innovation priorities for the integration and expansion of the federal university in the global space with a regional focus and participate in the improvement of the legal framework of innovation at the federal and regional levels and conduct regular and systematic monitoring of the development of this framework.

The Institute will construct a complex scientific and methodological support in the area of economic and regulatory issues of the innovation process from idea to industrial production and, thus, to become one of the main activities of the AIC that can enhance the formation of the Federal University of the innovation system as a basis for the North-East and Russia and represent the interests of the country at the international level.

Higher School of Management and Innovation (VSHMI) must be created as a division of BARC which will prepare innovative managers for the region, companies and inter-disciplinary professionals.

The third major component part, except for teaching and research is the implementation and commercialization of the results of scientific and educational activities of the Federal University which provides an innovative technology park.

Thus, the Arctic Innovation Center is an educational, scientific-innovative structural division of the federal university which will be engaged in educational activities (undergraduate, graduate, retraining and skills development), research (doing research, postgraduate, doctoral, scientific seminars, conferences, issue of the scientific literature, the Bulletin of the AIC) and the introduction of innovative development (industrial activity).

Theoretically, Arctic Innovation Centre should seek to realize a system for the generation of ideas, development of modern technology, the transformation of classical knowledge in knowledge about innovation and scientific school to produce competitive professionals and managers in the field of innovation. It will allow the effective integration of science, education and business which is so necessary for a modern economy of Russia. It will introduce new and efficient technologies in the creation of transport infrastructure, construction and manufacturing in the North, in medicine, pharmacy, biotechnology, sustainable development north-eastern regions of Russia by upgrading to a rational and environmentally efficient implementation of natural resource potential. The federal university has enough classic experience in these areas that is necessary to turn to the innovative excellence. And, recently the AIC included the way of transformation of knowledge in agricultural innovation among the promising. Since the approval of the Government of the Russian concept of the federal target program "Sustainable Development of Rural Areas, 2014-2017 and for the period up to 2020," Federal University puts one of the challenges in research, innovation promoting the formation of innovative programs, development projects and research in the field of agrarian problems, socio-economic development of the village, training, etc.

The retrospective of a successful practice of AIM allows to plan the future together with the Ministry of Agriculture and Food of the Republic of Sakha (Yakutia), municipal and city governments to create an innovative agricultural infrastructure that meets the requirements of the international standard.

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DIAGNOSTIC CRITERIA FOR ECONOMIC AND INNOVATIVE BUILDING ORGANIZATION1

B. I. KrivtsovSamara State Economic University, Samara, Russia,

2030202@gmail.com

Resource constraints dictated by the need to find additional sources to expand the market share of the organization to meet the increasing demand for industrial goods and household goods. The objective prerequisites of reserves due to macroeconomic trends that appear in the change in phases of economic cycles. Particularly urgent task of finding reserves is at the stage of recovery and growth, when there is a need to determine the reserves of extensive and intensive development.

In connection with the above criteria for the diagnosis of economic and innovative potential are determined by the technology developed on the basis of the existing Russian and foreign techniques. The purpose of this technology is the ability to use the results of the analysis for the development of effective management decisions for economic growth and innovation potential.

The concept of "economic potential" came into use in the 70's and was a summation expression of qualitative changes in social production.

Potential - from the Latin Patentia - force, reserves, reserves. In modern literature can be found a variety of definitions of the term.

In the Great Soviet Encyclopedia economic potential defined as "the total capacity of the national economy to produce capital construction, transportation of goods, provide services to the population in a particular historical moment" [1, p. 428].

However, this definition needs clarification and additions. The ability of industry to produce perfectly reflects the essence of the economic potential, if fully fit, planted themselves in support of the potential ability to produce a lot of their wealth, to provide a certain number of services.

Thus, we can conclude that in many definitions of the economic potential link to economics that is at the forefront take out natural

1 Abstracts with the financial support of the RGNF, project № 13-02-0023564

resources, which does not reflect the main purpose of the economy - to meet the needs of the people. Therefore, "under the economic potential refers to the ability of the economy to produce a lot of goods and services at a set time and specified quality and make them available to consumers" [3, p. 8]. But again, it takes into account opredelenilene benefits that are created by economic activity, but not the goods and services, for example, the goods produced in the home.

 

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Economic and innovative potentialfinancial potential

production potential The environment

property potential

working potential

Scientific and technical potential

Market conditions, political conditions, social and cultural environment, and other factors

Figure 1 The economic and innovative capacity of the organization

Thus, under the economic potential of the economy's ability to understand the lawfulness of certain mass produce goods at a set time and for a given quality and make them available to consumers.

It is advisable to identify six stages of evaluation of the economic and innovative potential of the organization within which outline the tasks necessary to fulfill:

STEP 1. Information: Determination of structural components of the economic and innovative potential of the company, the composition and preparation of information on the estimated object, Systematics of selected financial data (financial statements); Preparation of analytical forms according to the accounting (financial) statements, data selection of non-system information

STEP 2. Primary Analysis: Develop a system of parameters of economic and innovative development affecting the assessment of potential, analysis of the dynamics of economic performance and innovation capacity; Factor analysis of indicators of economic and innovative capacity of the organization

STEP 3. Secondary Analysis: Calculation of economic and innovative potential, analysis of the dynamics of the economic and innovative potential; Factor analysis of indicators of economic and innovative capacity of the organization

STEP 4. Briefing: Building expert committees; Preliminary examination of the economic and innovative potential and the financial condition of the organization during this period analyzed; Determination of the potential of enterprises and the construction of their ranking; Strengthening economic and innovative potential and financial condition on the developed management decisions

STEP 5. Strategy: Develop a strategy of economic growth and innovation capacity; Diagnosis of economic and innovative potential, the level of funding of enterprises with high economic and innovative potential; Preparation of proposals on the level of priority funding for businesses with high economic and innovative potential

STEP 6. Control: Monitor the implementation of decisions taken; making management decisions on the development and implementation of economic and innovative potential, making management decisions on the development and implementation of economic and innovative potential, analysis of the system decision-making system adjustments

In the analysis of economic and innovative potential of the organization should analyze the dynamics of the organization structure of the balance sheet assets, calculate and interpret the return on assets, to assess the dynamics of growth (decrease) in market value of the organization and the value of assets, a comparative dynamics of sales and assets of the organization.

In assessing the economic and innovative capacity of the organization figures should be considered only in the dynamics in order to avoid incorrect conclusions because of random events occurring in a given period. First necessary to ensure the comparability of the analyzed parameters. For comparability to: adjust the data contained in the financial statements on the inflation rate, adjust the data when changing accounting policy, make sure that there were no mergers or division organizations. If the procedures have taken place, then compare the data is impractical.

The first step is to conduct the factor analysis, ie calculation of the size of influence of individual factors on the effective rate method of chain substitutions. The following is to estimate the share of influence of each factor in the overall change in the effective index and hold the rating by using the method of the amount of seats. This weighting can be used. The values of weighting factors associated with the industry analyzed enterprises. [2, p.160]. The next step in the evaluation of investment attractiveness of the offer to the forecast trend analysis on key indicators of the company, guided by the basic rule of management: capital growth should not exceed the rate of growth of revenue from the sale, and they, in turn, the growth rate of profits from the sale.

According to the initial data are calculated values of (the growth rate is the ratio of data to the data of the reporting period the previous period, multiplied by 100%), after which the graphics are built using a trend line. Depending on the behavior of the organization chart can be ranked.

On each of the three stages of the analysis of investment attractiveness of the compared entities are assigned to the appropriate places in groups of indicators. Therefore, the final moment will be the definition of a common place in the rating of the entity to be installed again using the sum of places [2, p. 161].

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With the data of the final ranking list and, if necessary, transcripts rated financial condition, effective use of production resources and trend analysis of the budgeted growth rate of the main indicators of the company, the investor can make an informed management decision.

Rating analysis is used also by the economic entities to assess their competitiveness and market positioning, as well as to analyze the possibilities dealership and predict its economic and innovative potential.

The adoption of effective management decisions involves the use of information on the financial condition, results of operations and cash flows of the organization. Methods of financial analysis used to assess either public accounting organizations (competitors, business partners) or a rapid analysis of its own records, or for the performance of internal control procedures. And all that is necessary to maximize the value of the organization.

The further development of the organization provided not only a quantitative increment of economic potential, but also its quality improvement (innovation component). The increase in assets of the business, in some cases does not add to the enterprise confidence in the future, but on the contrary, increases the risk of bankruptcy, for example, an increase in accounts receivable, while improving the stability of the financial situation of the company reduces dependence on borrowed sources and provides the opportunity for further development.

The use of diagnostic economic and innovative potential, and their use encounters the existence of objective differences in the practical activities of the organization. However, the management of business operations requires a unified and coherent approach to decision-making on the development of the organization.

Literature1. Great Soviet Encyclopedia. - Moscow: Soviet Encyclopedia,

1970. V.202. Gogina G., E. Nikiforov, Shiyanova S.L.Kompleksny analysis

of the economic potential of the organization / Under. Ed A. Afonichkina. - Togliatti, Volga University. VI Tatishcheva, 2003. - 175 p.

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3. Golikov, Introduction to applied economics: A brief summary of lectures. Chelyabinsk Chelyabi. State. University Press, 1999.

4. Kryvtsov, A. The technique for transaction costs accounting (2013) Actual Problems of Economics, 142 (4), pp. 372-377.

THE INFLUENCE OF SOCIAL POLICY OF THE STATE ON THE HOUSEHOLD BUDGETM. K. Krivtsova, M. A. Podzorova

The Financial University under the Government of the Russian Federation, bachelors of Public and Municipal Administration Faculty, Moscow,

the Russian Federation, e-mail: marinstar@bk.ruAdviser: A. S. Sibiryaev, Candidate of Political Science of the State University of Management, Docent of Public and Municipal Administration

Department, Moscow, the Russian Federation, e-mail: gimu09@mail.ru

The development of the state social and economic policy basis assumes the analysis of the distribution of population income in four main directions:

- change of functional income distribution at the expense of having an influence upon the relative prices of the factors of production;

- change of the distribution of income according to the size at the expense of a progressive redistribution of resources in favour of the groups of population with a medium and low level of revenue;

- reduction of an income share of the most prosperous part of the population by means of progressive taxes on income and property;

- increase in an income share of the least prosperous part of the population by means of direct transfer payments and gratuitous provision of goods and services for the population by the state.

The above-mentioned four main directions are nothing but the methods of realization of the state social function which define the bases of Russian social policy realization at a present stage of the economic reforms. [2] It contains the solution to a triune task using the following components:

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- social function should be directed towards the elimination of price deformation regarding the factors of production that will promote the growth of production efficiency and labor market formation. It can be reached by means of a pricing system (on the basis of institutional or regional criteria), i.e. with the aid of giving the right signals which will regulate the activity of both producers, and suppliers of resources from the society's point of view;

- social function should be directed towards structural changes with the object of wealth and power redistribution in the society. It can occur as in a static way (privatization or reprivatization) or in a dynamic one (in the form of redistribution by force of economic growth or investments into the human potential). These things will contribute to the growth of an employment level and an income level as a result;

- social function should be directed towards the income leveling between various national groups by dint of using progressive taxation of all the types of income and property. The above-mentioned measure will allow the state to carry out a policy of consumption subsidizing in the form of financial and natural payments or in the form of subsidized goods and services which the state will give the consumers through specific institutes. [4]

A family is a major cell of the Russian society. On the one hand motherhood and childhood as well as a family are under the protection of the state. On the other hand the state influences on the household budget because nevertheless the institution of a family experiences a crisis as it has already been mentioned before. For example, a well-known social program of "Maternity capital" has a considerable impact on the household budget of families which have a second child. Thanks to this program, a lot of families managed to expand their living spaces and started to build their own houses. More than 160 billion rubles were spent on paying back the housing credits at the expense of the maternity capital means. Since 2009 Pension Fund of the Russian Federation accepted 509 600 statements about the direction of the maternity capital means towards paying off the housing credits. Therefore improving the housing conditions of a family with the help of credits is one of the most popular directions of the maternity capital usage. Federal and regional programs of support of underprovided large families render considerable assistance to budgets of the families which belong to these categories: they have certain privileges while making

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utility payments or payments for kindergartens, schools, etc. In this regard despite the fact that the Russian social policy is at a low level, nevertheless it aims to support the household budget. The current situation is confirmed by the actions of public authorities. So, according to the law the tax deductions for families with children are going up: they will make approximately 1400 rubles for the taxpayers who bring up two children and almost 3000 rubles for the ones with three or more children. The tax deduction makes 1400 rubles for each month of the tax period for people who educate just one child and who are parents or a spouse of a parent, tutors or trustees, adoptive parents, a spouse of an adoptive parent of a child.

The politicians also reconsider the problems of Russian families and express ideas about improving the situation. For example, the President of the Russian Federation declared at the meeting in 2010: "The system of social protection of the population should be reoriented towards the support of families whose level of income is below a minimum of subsistence, taking into account the regional features".

The chairman of the State Duma Committee E.B. Mizulina (responsible for family, women and children issues) introduced the idea that a family support, motherhood and childhood are one of the priorities of a social policy of the Russian Federation. [5] It contains rendering assistance to large and incomplete families, families with disabled children, preventive measures against family ill-being, as well as social rehabilitation of neglected and orphan children, children without a parental support, etc. Each of above-mentioned social groups needs special care and attention of the state. It is necessary to stimulate increase in the number of large families and as a consequence to raise a birth rate in Russia and to provide decent quality of life and social prestige of large families.

Nevertheless, no matter how the state would strive for supporting this cell of the society it is impossible to forget that a social policy has not become a rather steady type and a form of social activity yet as it is still in a formation stage. Though a modern social policy activity certainly has its own purpose and the functions which contribute to achieving this goal, however the specification of these functions is far incomplete, and the set of the social statuses and roles which are typical for social institutes is not fully defined. Modern social policy of Russia still is not able to provide an opportunity for all members of the society

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and its various social groups to completely satisfy their needs thereby it does not stabilize social relations at present time and does not bring in the consistency of acts of the society members.

The program "An affordable accommodation for a young family" is a good example. According to Sergey Mitrokhin, the deputy of Moscow City Council, the chairman of the party "Apple" though this program also promotes improvement of life quality of some groups of the society, it has a number of essential drawbacks. [6] The program covers a small number of families, and not the poorest ones which have an opportunity to participate in a mortgage. It goes without saying that according to this program it is possible to buy an apartment even for 500 thousand rubles, but a young family has not got such sum of money. Then it should be children of wealthy parents who can help. Certainly, the program is useful, however it has insignificant coverage: far not any Muscovite with a young family is able to join it.

The officials successfully made use of its imperfections. Undoubtedly, another its disadvantage is that commercial building of Moscow does not allow to build houses within this program in urban territories, and the authorities gradually transfer the houses designed for young families to the region where a lot of Moscow privileges (e.g. payments for housing and communal services) do not work anymore. [1]

A family policy in different countries is not identical. Some countries (France) follow demographic purposes besides their social tasks. Other countries give priority to child protection from poor families. Such approach (concerning only poor families) is a characteristic feature of the USA as well as Holland. The third group of countries adheres to a more modern approach: they support all types of families (Denmark and some other countries). The accents of a family policy underwent changes in a historical retrospective. The changes in objectives, orientation, priorities, and implementation methods are the characteristic features of a family policy. A family policy reacts to many factors: economic environment, social shifts and a demographic situation. The reduction of public expenses can be reflected in the expenditures for a family policy though it happens not always.

The national mentality which was formed during the process of historical development of each country, influenced on a family policy owing to specific national understanding of the problems, priorities and

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social shifts. So, Denmark and other Scandinavian countries were the first to admit both parents equally responsible for education of their children and the first to introduce leave of absence in view of the birth and upbringing of the children both for a father and for a mother.

Nowadays the concept of granting leave of absence to both parents applies to other countries, including those ones where women's social status is lower (Portugal, Greece), than in Northern Europe countries.

A common aspect for all European countries is the fact that a family is a major social institute where new generations are born and brought up and where the process of their socialization takes place and these generations get economic and psychological supports. [3]

Consequently, the public family policy has special value for all countries of the world when historical processes of a family transformation, which proceed in a painful and contradictory way, intertwine with complicated problems caused by the global economic crisis. The development and realization of specific strategies and mechanisms which actively allow to develop family potential on the basis of improving its relations with the state as well as a full realization of institutional rights and needs should become the most important task of a family policy. A family policy, supplementing and deepening general social measures, urged to contribute to the solution to specific family problems that is of great importance while carrying out the reforms.

Bibliography1. Gorelov N. A. The income policy and life quality of the

population - SPb: St. Petersburg, 2012. - 254 pages.2. Niftaliyeva T.S. The Russian demographic policy: measures of

support of families with children//National interests: priorities and safety, 2011, № 40

3. Pokudov A. Personal finance//Personal budget, 2011. – 65 pages.

4. Pyatenko S. V., Saprykina T.G. Economic crisis and personal finance. – M: Knorus, 2009. - 320 pages.

5. Savenok V. S. Personal finance//The household budget, 2013 – 65 pages.

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6. Zherbin V. M., Romanov A.N. Economy of housekeeping - M: Finance, YuNITI, 2010. - 278 pages.

BRAND AND ITS FORMATION: THE RUSSIAN PRACTICEE. U. Kuznetsova

Volga Region State University of Service, GO Togliatti, Russia, elenatgus@ya.ru

The rapid development of economic relations that increases competition at both global and domestic markets encourages enterprises to develop and use more varied means of identification in order to attract consumers. And one of them is a brand. In this case, the relevance and practicability of using this economic category in the business units’ activity can be demonstrated by the brand’s ability to establish a special emotional connection with consumers providing, in turn the competitiveness of manufacturers.

The process of creating long-term consumer preferences is a purposeful activity to position the benefits of products compared with competing peers and to form in the minds of consumers associations and experiences connected to them. Its shaping in the whole bright and stable picture of the overall product presentation and its trademark is called a brand. In other words, the brand is a kind of the trademark image of the item, selected from the peer group by the target objects. Currently, there are many definitions of the brand, considering it as a set of image features of a company or a product, allowing to capture the market quickly.

Generalization of different interpretations of the definition suggests that the brand means the attributes of an enterprise or goods that reflect their identity and values attracting the focused attention of consumers and encouraging them to make a purchase.

However, the small experience of the Russian practice in terms of operating the examined economic category has led to ambiguity of its interpretation due to the identification of the brand with the trademark and trade name on the basis of their close relationship. That in turn makes it necessary to establish clear semantic boundaries between these related concepts.

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A trademark compared to the brand is registered by the relevant competent authorities in accordance with the law trademark (service mark) in the name of a natural or legal person engaged in business activity. This activity encompassing the goods’ images specified in the certificate is the effective means of advertising and contributes to the positive image of the company.

The brand and trademark definitions comparison shows that both concepts denote the means of a particular manufacturer’s product differentiation from similar products of competitors. However, these means of identification relate to each other as a whole and its part as the brand includes not only the elements of the structure of a trademark (logo, name and soundtrack), but also a variety of other characteristics: the product itself, its consumer properties and benefits of its use, the image of the product and its brand, as well as associations of potential consumers in relation to the goods.

Also, the trademark is a generalized image, a symbol of the enterprise, while the brand is the result of actions to build commitment to the product in the long term, based on the combined effect on consumers of the trademark, packaging and marketing communications elements, united by a common idea, and one style of implementation that single out the goods among its peers and create a unique image.

At the same time, brand and trademark are identical only if the product has objective and distinct features for its individualization. On the other side, a trademark can be considered as a brand, if for recognition and identification of the goods consumers use only those features that are registered by the manufacturer as a trademark. [2]

Thus, the differences between the trademark and brand are as follows:

- for legal purposes the existence of the trademark is recognized only when its use is limited to the legal framework. In this case, everything that can be called a trademark (service mark), is described in Part 4 of the Civil Code of the Russian Federation of 18.12.2006 N 230-FZ: types of trademarks, especially the state registration, the grounds for refusal of registration of a trademark, etc.[1]. All registered trademarks are protected by law;

- the brand is all that consumers think and feel in relation to the product and its manufacturer, that is, any association (consumer’s experiences, the advice of others, advertising, selection, purchase,

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storage, transport, use, and so on), so the boundaries of the term’s use are defined by the consumers perception and feelings, which in turn describes the brand as a broader and more comprehensive concept than a trademark.

Identification of the brand with the concept of the trademark can also be found in the economic literature, the difference between them is significant, however.

The brand name is commonly understood as symbols, used to identify and differentiate products over competing counterparts. The brand, as noted above, represents the set of elements and features, one of which is the trade name (in case of registration - trademark), and consequently it becomes the next stage of its development. This happens due to the emergence of stable positive emotional links with the target audience when the manufacturer fulfills his promises and potential customers expectations correspond with the product. As well as it helps to meet a wider range of needs.

It can be stated that any brand is a trademark, but not every trademark can become a brand, this in turn leads to the difficulty in determining the conditions for giving brand a new higher status. According to the most popular opinion overcoming of the 20% threshold target audience loyalty to the brand is one of the features of the brand formation, if it does not contradict the characteristics and parameters of the particular market functioning.

On the assumption of the above it is possible to identify the main distinctive brand characteristics, which are:

1. The existence of a duly registered trademark or its complex;2. Significant (sometimes capital) cost of the promotion;3. Duration of promotion stage;4. Possibility of several brand names combination;5. The availability of alternative development strategies either

goods or an enterprise;6. Monitoring of the satisfaction level, the analysis of the causes

of dissatisfaction and a rapid response to consumers complaints;

7. The strategic orientation of financial investments.In addition, compared to the trademark, the brand provides a number of advantages:

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a) the ability of the goods to win more market share compared to the same product promoted under the brand name or trademark;

b) higher rates of demand growth for goods with the brand than the demand for products that are promoted under the brand names or trademarks;

c) possibility of product positioning that has a brand within the target segment in the higher price ranges than similar goods promoted under the brand name or trademark;

d) bigger profit margin from one meter of sales area;e) simplification of procedures and facilitatation of the market

launch of a new product through its sales under the already popular brand;

f) a high degree of loyalty and the consumer’s commitment to the product and its manufacturer (more than 20% under normal conditions of the market);

g) maintenance of the planned volume of sales in a particular market and the implementation of the long-term program aimed at creating and sustaining the product or group of products image in the minds of consumers;

h) increase of profitability by expanding the range of goods and knowledge of their common unique properties, implemented by the corporate image.

Based on the above, the presence of the brand provides not only emotional benefits to its owner but also the positive financial results fulfilling at the same time a number of functions that are of priority for consumers:

o allows the ability to find interesting proposals quickly;o allows to save time and resources by buying the same

commitment and specific brand;o gives confidence in the quality of the product regardless of the

time and place of purchase;o confirms the image of the consumer for himself and for others,

etc.As a symbol of the product, the brand is developed on the basis

of the consumer’s interests and extends his life values and promotes gaining a certain social status. Consequently, the brand also performs a social function by encouraging the creation of one's own consumers

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values by forming the image of the goods with the help of senses and emotions in relation to it, producers acting on the formation of brand identity, as well as the promotion and operation of its market.

The carried out studies also show that the brand contributes to building the commitment of customers, which in turn ensures a stable competitiveness of the product and its manufacturer.

Thus, the expert management of the creation and promotion of the brand should be viewed as a guarantee of the competitiveness of the whole enterprise, which in turn determines the cost-efficiency of its operation.

References1. Civil Code of the Russian Federation, Chapter 4, 18.12.2006

N 230-ФЗ: (enrolled by State Duma of the Russian Federation 24.11.2006) : (current version 01.09.2013). – Available: http://www.consultant.ru/popular/gkrf4/79_1.html#p27.

2. Vladislavlen D. N. Encyclopedia of Bank Marketing. – Moscow, 2005.

THE PLANNING OF THE DYNAMICS OF SUPPLY AND DEMAND

Yu. V. Merkulova сandidate of economic sciences, Moscow, Russia

merkul.yuliya@gmail.com

Planning of profit growth is always associated with the adjustment of product supply this or other way, depending on consumer demand. Forecasting consumer demand on the basis on analytical assessments cannot be considered valid anymore. It’s not enough know the current consumer demand, but it is important to predict the trends of its development in the future, i.e. the research of the consumer demand must be a dynamic process. At the same time it is important not only to predict, but also to plan the consumer demand, i.e. to influence its changes in this or other way through economic instruments of business entities. In other words, one should take into consideration that the consumer demand is inextricably linked to other variable categories,

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1.1 1.2 1.3 1.1 1.2 1.3

2.1 2.2 2.3 2.1 2.2 2.3

3.1 3.2 3.3 3.1 3.2 3.3

such as the market, consumers market, competition, product offering. Their changing promotes the change in the consumer demand. The consumer demand is influenced by many factors, which also should be studied as dynamic processes. The carried out research [1,2 ] is extremely relevant, since the proposed methodology of the dynamic consumer demand research makes it possible to create truly competitive products that will be in high demand at both domestic and international markets.

The proposed methodology of consumer demand planning is based on constructing the matrix of consumer segments formed on the principle of the balance of consumers’ needs and paying capacity.

Level of needs High

Medium

Low

Level of paying capacity High Medium Low

Fig. 1. Matrix of consumer segments

Strategic Management Areas are understood as the consumer market segments that are defined on the basis of the quality demands and the level of consumers’ paying capacity. The matrix represents 1, 2, 3d sector of product offering, corresponding to high, medium and low needs levels and the level of prices. Each commodity sector is divided into three consumer segments, which display a certain quality products (high, medium, mass-market demand), but with varying degrees of novelty, customer appeal, and therefore different profitability and potential in a particular class of products. Thus, we could define 9 notional consumer segments that differ in customers paying capacity, product strategies, profitability and the company’s potential.

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1.1 2.1

1.2 3.2

1.3

2.2

3.1

3.32.3

To determine the commodity positioning areas the company must predict possible changes in the consumer demand in each of the selected customer segments of the market in different time periods of demand. The company should take into account that the price, volume and quality indicators of consumer demand even for one and the same product throughout its life cycle in the market will change. When product demand rises, the company has a chance to position the product in the most profitable segment of the commodity market sector, where the products of this level are positioned. Much less common is the situation when due to engineering and design enhancements of the product, the company changes its positioning area for a more promising commodity market sector. However, changing of products positioning areas is the most practical for the company when its demand is beginning to decline. To extend the life cycle of the product on the market, the company can transfer with it, not only from a more profitable segment to another less profitable within a particular commodity sector, but it can also try to keep its high profitability. To do this, the company should consider the possibility of transfer from a prestigious commercial sector into the less prestigious, but where it will be able to position the product in the most profitable segment of the market.

Figure 2 illustrates the most likely and common changes in the products positioning areas on the later stages of their life cycle with the purpose of maintaining the product demand and its profitability at a good level.

Fig. 2. The scheme of the change in consumer goods positioning segments during their passing stages of the life cycle on the market

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In the later stages of the product life cycle, when new products and of higher quality appear on the markets, the demand for the previous makes decreases. In this situation, the decision to reduce the price of this product and to change the consumer segment of its positioning will allow the company to keep the goods on the market and to support the demand for them. As can be seen from the scheme, in most cases the company tries to maintain profits at the same level. It is rarely the case, when in the later stages of demand the company can find more profitable segments of positioning, unless it finds a niche in the market, which has been abandoned by the competitors.

However, the time demand factor is not the only aspect that should be considered when planning. It is important to study the dynamics of changes in the factors that influence the customers' demands. It should be noted that not only the manufacturers of products may change the areas of its positioning in the market, but consumers can change their quality demands and move from one consumer segment to another. Consumer demands depend on various factors, but their level of paying capacity has the main influence on them. The company must take into account that the consumer needs in different consumer segments are not static, but dynamic. Therefore, when planning the indicators adjustment of products supply it is very important for the company to predict the possible overflow of customers from one customer segment to another correctly. There are two types of "migration" of customers.

The first is the most probable and it happens due to borderline customers. Customers purchase goods in the customer segments, unusual for them and their transition to the other customer segments, more suitable for them is very likely, these segments positioning the products which are more appropriate to the level of their paying capacity and the typical quality requirements. This is shown in Fig. 3. In the first commodity sector borderline customers are the customers in the consumer segments 1.2 and 1.3. Their transition to the second trade sector is very likely – to the consumer segments 2.2 and 2.3, rarely the customers moving from segment 1.3. into segment 3.3.

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1.1 1.2 1.3

2.1

3.1

2.2 2.3

3.2 3.3

Fig. 3. Overflow of borderline customers from one consumer segment to another, in accordance with the level of effective demand

(notation: 1.1, 1.2, 1.3, 2.1, 2.2, 2.3, 3.1, 3.2, 3.3 - consumer segments of the market; – customers overflow between segments)

At the same time, the first commodity sector can be extended through the same borderline customers of the second commodity sector of the consumer segment 2.1 and even from the third commodity sector - the consumers of consumer segment 3.1. The transition of customers from consumer segments 3.1 and 3.2 into the second commodity sector of the market is very likely. The commodity sector can be increased by moving of the first commodity sector consumers - from consumer segment 1.3 and the second commodity sector - from the consumer segment 2.3 into it. Thus, it is not the case of transition from one customer segment to another within a particular commodity sector, but it is their overflow between the commodity sectors of the market. This should be taken into account in the forecast. If the market prices change or there are changes in effective demand, in customers’ quality requests, the nature of the overflow of customers in commodity sectors and consumer segments changes radically.

That brings us to the second reason of customers’ "migration", that happens due to the dynamics of effective demand and the change in quality inquiries. In other words, the overflow from one customer segment to another is a result of changes in the terms of sales (rising product prices) or changes in the paying capacity of customers groups. If there are no sudden changes in the economy, it is very likely that one can predict changes in consumer preferences and possibilities in related consumer segments. Fig. 4 shows an exemplary diagram of the

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1.1 1.2 1.3

2.1

3.1

2.2 2.3

3.2 3.3

overflow of customers from one customer segment to another with their quality requirements and paying capacity increased.

Fig. 4. The customers overflow from one customer segment to another due to improved quality demands and paying capacity

Customers of the cheapest goods in their product sector seek to enhance their paying capacity and go to more prestigious and expensive segments of the market commodity sector to buy goods of a better quality, which are sold it at a higher price. Figure 4 shows a smooth customers overflow due to their having found the ways to improve their paying capacity reserves within a particular commodity sector, namely from segment 3.3 to segment 3.2, and from there to 3.1, from segment 2.3 to segment 2.2, and from there to 2.1 , from segment 1.3 to segment 1.2, and from there to 1.1. However, a significant change in paying capacity of consumers can lead to a radical change in their quality demands and their changing not only the segment, but also the commodity sector. Most often this happens when customers tend to move to purchasing goods in more prestigious commodity sectors. For example, they move from purchasing consumer goods of decent quality (sector 3.1) to goods of well-known brands and guaranteed high-quality (section 2.1), and from them to purchasing luxury goods (section 1.1). The matrix shows not a sharp but a smooth transition from one customer segment to another, from one commodity sector to another. However, in case of the rapid changes in consumer demands and market conditions, abrupt migration of customers and the transition of the company with its goods from one customer segment to another are possible.

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1.1 1.2 1.3

2.1

3.1

2.2 2.3

3.2 3.3

If there is a situation of a sharp rise in prices in the market, the decline in effective demand and, as a consequence, lower-quality customer demands, one may observe quite different relations of the customers overflow within market sectors.

Fig. 5. The overflow from one customer segment to another due to the reduction in their quality demands and paying capacity

Fig. 5 shows a smooth transition of customers from one customer segment to another, from one commodity sector to another by reducing their quality demands due to the decrease of their paying capacity. Although in reality sudden changes of customers within commodity market sectors are possible. It depends on the ratio of the prices growth dynamics and the reduction of the earning power of payment groups. Therefore, the analysis of the effective demand dynamics must be the primary step in predicting consumer overflow situation between customer segments and product sectors of the market.

Thus, the proposed methodology for studying the dynamics of supply and demand allows better planning of the product offering by the company. Changes in the number, composition and customers inquiries, their paying capacity determine the demand in the strategic management areas of the company, which has a direct effect on the plans of the company and its strategy of product positioning. In fast growing markets and fast changing business environment, the creation of competitive products is increasingly dependent on the ability of the company to maneuver its brand positioning strategies and positioning areas of their products with the accont of customers "migration" within consumer segments and product market sectors.

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References1. Merkulova Yu.V. Situation and strategic planning in the

economy.1Tom.─ Economy.2013.439p.2. Merkulova Yu.V. Situation and strategic planning in the

economy.2 Tom.─ Economy.2013.411p.

CURRENT STATUS OF THE QUALITY OF SERVICES RUSSIAN MOBILE OPERATORS

T. A. OruchVolga Region State University of Service, Togliatti, Russia

e-mail: oruch_t@mail.ru

Increased competition among companies that provide services to consumers, promotes the fact that today one of the most important factors is the level of competitiveness of the service quality.

In the service sector the approach to measuring the quality of service is based on a contrast of the expected quality before consumption and the perceived quality of service at the moment of the direct consumption of services.

Features and specificity of customer service quality provided by service companies primarily is shaped by the distinctive characteristics of services.

In modern economic literature they identify five main distinguishing characteristics of services: intangibility, inseparability of the performer and the consumer, variability in the quality, non-shelf life and inseparability from the source of the service. [1] These attributes (data) services are the benefits that are available to consumers, as well as the distinctive features of services from physical goods.

Based on these characteristics of the services, one can highlight the problems associated with assessing the quality of customer service:

1. Subjective Assessment of the Quality of Customer Service.Assessment of the quality of services by the consumer has an

individual character. Subjective assessment of quality is related to the fact that the same set of consumer characteristics of the service provided by all consumers perceived differently due to the nature of

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their personality, interests, personal skills, knowledge, as well as situations in which the consumption of services. In assessing the quality of services the consumer compares what he was given to that he expected to receive.

2. Lack of a Unified System of Indicators of Service Quality.Currently, there is no single, unified system of indicators of

service quality due to the fact that the service industry is characterized more by its diversity and, therefore, a system of indicators of service quality is formed depending on the type of services provided, the specifics of the enterprise. The breadth and diversity of services makes it impossible to determine the different types of services in the general laws specific to the service sector.

3. The Absence of a Common Methodology for Assessing the Quality of Service.

The problem of assessing the quality of service is one of the most difficult. Currently, there is no common, comprehensive assessment methodology of service quality, which would include all aspects of service quality: quality of service and quality of the process of customer service.

4. The Absence of Feedback, i.e. Assessment of Service Quality by Consumers.

Assessment of the perception of service quality by consumers plays a central role in assessing the performance of service industries. Consumer surveys and analysis of consumer complaints on the quality of service help to identify the gaps, identify problem areas. In addition, the trends of changing the opinion in a certain period of time about quality level of service can be used by regulators and the administration to assess the performance of the enterprise.

In this connection the problem of assessing the quality of consumer service acquires a special importance as seen. In order to evaluate the service quality of cellular services and to develop the methodology for assessing the quality of customer service it is necessary to study the process of consumer service by cellular operators.

The servicing process of cellular communication consumers is the basis for dividing of the observed indicators of service quality on the groups according to the stages of the observation values of the

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indicators for quality in real time. Figure 1 shows a diagram of the process of customer service by cellular operators.

Accompanying the process of service

Fig. 1. Stages in the servicing process of cellular service consumers88

Stage 1 . M aking contact the

customer and service provider

Stage 2 . The provision of cellular services

Stage 3 . Provide the customer billing system service

Identifying the needs of the consumer

Signing the contract for service

Providing access to the network operator

Providing access to customer service

Ensuring continuity of services

Ensuring the completeness of the service

Acceptance of payments

Billing of provided services

Activation / deactivation of service

Providing information about the balance

Change of a rate plan, etc.Stage 4 .

Completion of the process of customer service

Application for termination or suspension of a customer service

Disconnection of the user from the operator network

Connection of a subscriber to the operator’s network

The whole process of customer service can be divided into four stages: getting in touch of the consumer and the operator, providing the consumer the cellular services, providing the consumer the service of billing system, the completion of the process of consumer service.

Detailed stages of customer service characterize the life cycle of the process of providing cellular services from the date of the contract and the customer's connection to the service provider's network to the termination or suspension of service.

Thus, the analysis of servicing process of cellular service consumers allows distinguishing the three areas of assessment of customer service quality:

1. Assessment of the service quality.2. Assessment of the service execution quality.3. Assessment of the billing system quality.In this regard, it is advisable to develop a methodology to assess

the quality of customer service for cellular services, in accordance with the directions: assessment of the service quality, assessment of the service execution quality, assessment of the billing system quality (Fig. 2).

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Fig.2. Methodics to assess the quality of customer service provided by cellular operators

Synthesis integral indicator of quality consumer service provider is calculated by the formula:

К service=3√К serv . quality∗К execution∗Кbilling (1)

The developed method allows us not only to make the current assessment of the consumers service quality, but also predicted the performance of an enterprise providing cellular services, depending on the projected economic conditions, changes in the level of service quality.

References4. Lyghina N.I. Lyapina I.R. Marketing Products and Services: a

Textbook. - Moscow: FORUM: INFRA-M, 2005. - 240.5. Tikhvinskiy V.O., Terentev S.V. Management and Quality of

Services in Networks of GPRS / UMTS. - M.: Eco-Trendz, 2007. - 400 s.

INFLUENCE OF CONSUMER GOODS MARKET CONDITION ON EFFICIENCY OF PRODUCT DISTRIBUTION1

V. M. Timiryanova, A. R. Nurova Ufa Institute of Russian State University of Trade and Economics, Ufa, Russia,

79174073127@mail.ruE. A. Krasilnikova

Plekhanov Russian University of Economics, Moscow, Russia, krasilnikova_elena@rambler.ru

The consumer market is one of important sectors of services sphere which is distinguished by dynamic development at the moment. It should be considered as a complex of markets of individual goods and services, the development of which is predetermined in many respects by the infrastructure of a particular local market, peculiarities

1 The article is prepared within the framework of the scientific project №13-32-01232, supported by the Russian Foundation for the Humanities. 

of its participants behaviour etc. The consumer market is an important part in the process of reproduction. It is here that the stage of consumption is implemented, i.e. product distribution is completed, the delivery of the product to the final consumer takes place.

The product distribution is a complex economic process which plays an important role in securing economic equilibrium of the national economy. It includes a broad complex of economic relations occurring at different stages of product movement from the moment of its production till the moment of selling it to the consumer.

Product distribution as an inherent element of reproduction process often becomes the subject of research. In literature, significant attention is paid to researching the channels of product distribution from the perspective of individual manufacturers. The aim of these works is optimization of the channel of particular enterprises by way of choosing the optimal number of mediators and through building relationships with them with the aim of profit maximization. As a rule, such models take into account the needs of enterprises at the expense of the needs of the population. Elaboration of scientific-methodological bases for logistic restructuring of regional distribution centres, including with the aim of improving spatial organization of transport, optimizing flows etc. is another course of research. [1,2] The third course is connected with researching product distribution from the perspective of its influence on reproduction processes and the economic security of the population. However, these works mainly consider one-product models of product distribution, which significantly narrows down opportunities for making managerial decisions with the aim of optimizing processes of product distribution countrywide. [3,4,5].

Despite quite frequent emphasis on the necessity of improving the effectiveness of product distribution, the works do not give the definition of “effective product distribution” and the influence of the development of consumer goods market on it.

Functions of product distribution are performed through the channels of distribution, which include all the organizations or all the people connected with the movement and exchange of goods. As a matter of fact, these channels represent the way by which goods move from manufacturers to consumers. The characteristics of gaps in time, place and property right separating goods and services from those who

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would like to use them depend from the peculiarities of organizing distribution channels.

The main parameters of a distribution channel are length and width. By the length of the channel we mean the number of intermediate parts carrying out the work of moving the product from the manufacturer to the consumer. The longer the part the higher the value added of the final product. From the manufacturer’s point of view, the more levels the distribution channel has, the fewer opportunities there are to control it. In this regard, it is necessary to work for reducing it, however, excessive reduction of the length of the distribution channel can result in disproportions in the range, supply of reserves for particular territories etc.

By the width of the distribution channel we mean the number of mediators on each level, who participate in product distribution. The width of the channel, as well as its length, has limits. On the one hand, presence of only one enterprise on a certain level creates opportunities for abuse of monopoly position. At the same time, it is not so important, which level it takes place on. Even on the level of retail enterprises it creates a threat for not only consumers, but for the manufacturer itself forcing it to agree to the terms of the mediator. On the other hand, an excessively wide channel creates conditions for reducing profitability and corporate bankruptcy. Thus, the ratio of the number of representatives of manufacturing, wholesale and retail parts is one of the characteristics of product distribution as a distribution channel.

The width and length of the channel are important indices for evaluating product distribution. But these indices alone do not answer the question of the effectiveness of product distribution. The fewer there are enterprises producing final products in the region the longer the channel should be and the higher its transfer rate should be. In each case many factors influence the peculiarities of distribution channels: place of production, consumers, transport facilities, infrastructure etc.

In our opinion, the effectiveness of product distribution should be determined from the effect it gives to the consumers and manufacturers.

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The following properties can be the criteria for evaluating the effectiveness of product distribution: index of consumer prices lower than the average Russian level and the index of manufacturers’ prices, growth of turnover both in the wholesale and retail chains, lower level of distribution costs both in processing industry and trade, lower volume of money spent by the population on buying goods outside the territory of residence.

Almost all these criteria are directly connected with the condition of the consumer goods market.

Inventory turnover is one of the criteria for evaluating product distribution. The federal executive body for statistics gives the information about the size of stock of commodities in retail organizations in trading days, which, as a matter of fact, characterizes turnover. Turnover acceleration should be considered as a positive dynamics. However, it is impossible without appropriate development of consumer goods market, its infrastructure (transport and financial), and intermediary enterprises, which, in order to accelerate turnover, need to use more sophisticated equipment and technologies providing reduction of time needed for performing operations etc.

One of the reasons why manufacturing enterprises delegated the functions of delivering goods to consumers to commercial enterprises is their aim to minimize expenditure. Trade should function in such a way that unit costs connected with delivering goods to the consumer do not grow. Therefore, product distribution is organized effectively if the level of distribution costs of both industrial and commercial enterprises falls. In turn, reduction of distribution costs is connected with the opportunities of consumer goods market.

From the consumer’s point of view, product distribution should be organized in such a way that customers’ needs are satisfied more fully, but it does not lead to unreasonably high rise in prices. At the same time, the quality of commercial services should be high, which is impossible under the conditions of lack of profits in enterprises and lack of an opportunity to invest them in capital maintenance. Therefore, the consumer price index can be a criterion for evaluating product distribution.

Please note that commercial enterprises play a very important role in price equalization. Drastic changes of

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manufacturer’s prices can be dampened in trade which can be a criterion for evaluating the distribution channel as well. Thus, the extent to which product distribution is well organized can be evaluated indirectly through the ratio of consumer price index to manufacturer price index.

Coming back to the efficiency of product distribution from the consumer’s point of view, it is necessary to note that the fullness of satisfaction of customer’s requirements to the quality, number and range of offered goods is very important. In case of a perfect system of product distribution, the final consumer will offered a commodity of such quality, range and quantity that would meet his/her requirements completely. But this evaluation can be done directly only through opinion poll, which has risks and complexity, considering the territory and population of Russia. We offer to evaluate range satisfaction by means of an indirect index. If the population is not satisfied by the range offered in the market, they will aim to satisfy the demand for goods but this time outside the place of residence. On the whole, it is considered by statistics authorities. Thus, the Resolution of the State Statistics Committee of the Russian Federation №61 of 16.07.1996 “On approving the methodology of calculating the population’s balance of money income and expenditure, and main social-economic indicators of living standards of the population” states that “excess of income over expenditure can mean not only higher cash balance, but also partial spending outside the territory of the given republic, region of money income gained on its territory”. This way we will determine the difference between statistical information about the structure of application of money incomes, in particular, the share for buying goods, and the relationship between retail turnover and personal income. The higher the difference the more money is spent outside the places of residence, therefore, the less the population is satisfied with the offered range, quality and quantity of goods.

The calculations in the cross-section of the 78 Russian Federation subjects show, that none of the considered subjects meets all the criteria of effectiveness. Moreover, there is some significant differentiation of the subjects in certain categories (Figures 1, 2). One subject meets all but one criteria.

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-0.06 -0.04 -0.02 0 0.02 0.04 0.06 0.08 0.1 0.120

0.02

0.04

0.06

0.08

0.1

0.12

0.14

0.16

0.18

0.2

The size of the ball shows the ratio among the number of sole propri-etors, enterprises of trade and processing industry (the larger the ball

the more enterprises and sole proprietors in trade per enterprise of processing industry)

the Russian Federation subjects (section D Processing industry)

the Russian Federation subjects (section G Wholesale and retail trade, mainte-nance of motor vehicles, motorbikes, household goods and personal appliances)

Dynamics of selling costs level

Leve

l of s

ellin

g co

sts i

n 20

11

Figure 1 – Level of selling costs, in shares

The consumer price index is lower than the average Russian level and the manufacturer price index, the turnover both in wholesale and retail parts is accelerating, the level of costs is going down both in processing industry and retail only in the Ryazan Region.

-30.0 -25.0 -20.0 -15.0 -10.0 -5.0 0.0 5.0 10.0 15.0 20.0100

101

102

103

104

105

106

107

108

109

The size of the ball shows the ratio among the number of sole propri-etors, enterprises of trade and processing industry (the larger the ball

the more enterprises and sole proprietors in trade per enterprise of processing industry)

the Russian Federation subjects

Difference between the consumer price index and manufacturer price index

Cons

umer

pric

e in

dex

Figure 2 – Consumer price index and manufacturer price index in 2011

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Further research aimed at evaluating the effectiveness of product distribution will make it possible to determine the optimal values of consumer market development, which should be aimed at, letting accelerate reproduction processes and improve the effectiveness of the economy in general.

References1. Kuratova E.S. Methodology of Economic Evaluation of

Product Distribution Processes for the Purposes of Improving Spatial Organization of Transport: Author’s Abstract of Doctor of Economics, М. – 2010, 48p.

2. Khalyn V.G. Logictic Restructuring of Regional Distribution Centres in the System of Product distribution (by the Example of the Southern Federal District): Author’s Abstract of Candidate of Economics, Rostov-on-Don – 2011, 26p.

3. Boiko D.A. Improving Logistic Management of Product Distribution Process of Grain and Cereals: Author’s Abstract of Candidate of Economics, Rostov-on-Don – 2013-26p.

4. Zinnatullin А.А. Organizing Product Distribution in the Regional Market of Food Products: Author’s Abstract of Candidate of Economics, Izhevsk - 2005, 18p.

5. Kuzmicheva М.B. Logistic Support of Restructuring Product Distribution in the Russian Meat Market: Author’s Abstract of Candidate of Economics, М. – 2006, 24p.

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ANALYSIS OF CAUSES AND EFFECTS OF THE CHANGE IN PRICE FOR EXPORT-IMPORT GOODS

Dametken TurekulovaMakhabbat Zhamkeyeva

Kazakh university of economy, finance and international trade Astana, Republic of Kazakhstan

Estimating position in the Kazakhstan market of oil and oil products, first of all we will note that only 5% of oil are realized in the domestic market, practically all oil made in the Republic of Kazakhstan leaves for export of 95%. Design capacity of domestic oil refineries doesn't allow to make oil products in volumes necessary for a covering of domestic market, oil refining of the Republic of Kazakhstan is limited to oil and gas separation (without further use of petrochemical raw materials). Owing to this fact, the shortcoming practically all products of oil processing, gasoline, diesel fuel, kerosene is closed by means of attraction of additional resources at the expense of import. Therefore the main volume of oil is exported and delivered by fuel option that testifies to an obvious raw orientation of economy of the Republic of Kazakhstan. That fact is important that technical characteristics of pipelines don't allow to use domestic oil as raw materials. The Pavlodar plant completely, Shymkent - more than a half of production of the oil products takes from the Siberian crude oil which is transported here on the uniform oil pipeline.

Thereby, the market of fuel and energy resources is characterized on the one hand by existence in prosperity of oil crude which main part is exported in a type of an insufficient horsepower of available oil refineries which in turn owing to technical properties, import oil crude of Russia. Existence of some imbalance which is expressed in an insufficient covering of the internal requirements for oil products, generally gasoline, leads to destabilization of a price situation in the domestic market, partly completely dependent on the offer from the outside and regulated at the moment the state measures.

Further for the purpose of definition of existence of interrelations between the prices of the strategic goods of a foreign trade turnover presented in the market of fuel and energy resources, проанализирована dynamics of the world prices and the single cost of

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export deliveries and import revenues to the corresponding production for 2010 and decrease in 2011.

Price changes on all presented range of production of fuel and energy resources have interrelation, thus as the main catalyst of these changes the world price situation in the market of fuel and energy resources which has volatile character as on oil, and gas) acts. Change of the world price for oil (Brent) in 2012 towards increase led to increase in single cost of export deliveries and import receipts of oil and oil products in the crude and processed look. Similar to change of the world price for gas in 2008 towards increase led to increase in single cost of export deliveries and import receipts of gas. Thus we will note characteristic for all commodity positions price increase in 2010 and decrease in 2011.

Throughout the analyzed period obviously essential influence of the world price on oil crude on the main indikator of foreign trade of the Republic of Kazakhstan. Such indicators as, the volume of a foreign trade turnover, export, import in terms of money, the export and world price for oil crude are interconnected. And the interrelation is proved by influence of the world price on the export price of oil, forming the main volume of export, and as a result a foreign trade turnover in terms of money the Republic of Kazakhstan as a whole.

For this reason the comparative analysis of interrelation of the world prices and export price of oil (single cost of export deliveries), and also the prices in domestic market and import price of oil crude (the single cost of import receipts) and oil processing products for 2008-2012 further is submitted. in value terms and on the basis of chain annual rate of a gain. Thus we will note the special importance of the world price for a grade of a mix of Brent by means of which there is a transfer pricing of 65% of the transactions which are carried out at purchase and sale of oil in the world. Brent, being a reference grade, sets a tendency of the world price for oil and it is most widespread when carrying out the analysis of the prices on the oil market. Calculation of export cost of the Kazakhstan oil is based on quotations of grades: Brent dtd (North Sea dated), Urals (REBKO), taking into account the size of the differential representing total size of all expenses, incurred during the transporting, delivery, an insurance and energy resource realization to the buyer per 1 barrel or ton. Also we will note, important aspect in determination of the export price of the

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Kazakhstan oil of norms of legislative regulation, existence/lack of export duties on an energy resource and the amount of insurance payments.

Thus, the major factors influencing the prices in the world market on oil, are:

- consumption level of oil and oil products during the concrete period of time, quantity of the energy resource presented in the market which depends first, on a situation in the United States of America, guaranteeing a dominant from universal consumption of oil. Secondly, the situation in the Asian countries (China, India), promptly developing and forming strategic reserves by means of energy carriers is important. In the third, a situation in the Middle East who are main suppliers of oil in the United States of America.

- situation in the financial markets, that many investors preferred to convert the capitals in the financial instruments connected with the market of energy carriers, for example as future contracts on oil.

- the dollar exchange rate of the United States of America in many respects connected with formation of the national budget of the countries – exporters of oil. At a dollar depreciation of the USA the income of these countries while the considerable part of import and operating costs is paid in US dollars decrease.

Among the major factors influencing the prices in domestic market on oil and oil products, we will note such, as:

- fluctuation of the world prices for oil and the oil products, creating unstable, difficult predicted a price situation on raw materials which negatively affects as a whole production of oil products, being the main components of prime cost. Also we will note that price growth on oil crude accompanies the crisis phenomena in economy, leading to growth of inflation which leads to growth of tariffs on all services (municipal, transport, etc.) that in turn affects production prime cost;

- growth of internal consumption of oil and oil products. Price of oil and oil products, as well as the price of any other goods, is regulated in full accordance with the supply and demand law. Consumption growth at limitation of resources, including the insufficient power of domestic oil refineries on processing of domestic oil, leads to excess of demand over the offer therefore the price grows. Thus also we will note that oil production including development of new already certain fields,

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demands big investment investments which then are shifted in the form of investment expectations to the oil price;

- the low competition in this market and high affiliation of the market of production and realization of oil products. So, the market of oil products in the republic still remains monopolized by such companies as to "Petrokazakhstan", "KazMunaiGas" and "Helios" which supervise more than 70% of domestic market. Thereby, Joint-stock society "The KazMunaiGas national company indirectly supervises all three oil refineries a number of the oil-extracting companies.

- the trade conditions regulated at the state level (for example, the Customs Union, World trade organization).

Estimating a price situation on gas, we will note that its consumption is the perspective direction as at combustion of gas substantial negative effects aren't observed, and also there is a sufficient resource base. Questions of ecological regulation can promote a rise in prices for gas in case of introduction of strict restrictions on emissions. In this case the office of gas prices from oil, but already towards increase of the gas prices at the expense of more favorable characteristics of gas fuel is also possible. It already occurs to the United States of America where ecological properties of gas stimulate rapid growth of demand for it in power industry.

Change of the export price of natural gas in the Republic of Kazakhstan also has a certain interrelation with the world price for oil crude. Really, feature of exported domestic natural gas that for 90% it is passing, i.e. with input of any restrictions on gas reception, in the Republic of Kazakhstan will stop oil production. Gas placement in domestic market in the conditions of existence of the big territory and unevenly distributed insignificant population density is impossible though measures for expansion of domestic market are undertaken and works on gasification are conducted.

As a whole, among factors of influence on gas price in domestic market we will note the following:

- Infrastructure, in particular lack of an extensive pipeline network by means of which providing with population gas is possible. Creation of a pipeline network in the territory of Kazakhstan demands considerable financial investments.

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- Insufficient demand from the population. By estimates in Kazakhstan at present there is a volume of gas exceeding internal requirement which in a type of technical characteristics much more effectively to use as an energy resource. However, coal which in the developed countries is used for a long time only in the production purposes is at present used.

The factors influencing gas price in the world market are:- Growing demand for gas from consumers on the household

purposes. So coal mining in the developed countries happens in small quantity for a covering of production need for metall branch, when melting metals high temperatures which gas can't give are necessary. Gas in the form of an energy resource, is very demanded owing to ecological characteristics, the relative price in comparison with other energy resources, conveniences of use.

Infrastructure, in particular existence of the branched gas pipeline, advanced technologies when using in a life, possibility of individual control of consumption of gas.

Prices for goods of these branches have a certain interrelation among themselves, but meanwhile, the main pricing goods is – oil. So, in particular, the change in price for energy carriers in the shortest terms is reflected in the prices of all branches of economy. How prices of oil in the world change, there is a change in price of domestic market. The carried-out analysis allows drawing a conclusion those now internal factors, except a factor of state regulation, practically having no impact on formation of export price of oil, crucial importance is rendered by the world price and a condition of the world market. Further taking into account reconstruction of operating oil refineries which will allow to process the bigger volume of oil and respectively to increase the volume of the offer of oil products in domestic market, internal pricing factors by oil products, including control from the state, will be defined fully by influence of market laws.

In the market of metals the price situation is unstable and similar to occurring processes in oil and gas branch, but taking into account one specificity of this market. The prices of non-ferrous metals are volatile in a type of unstable demand and variability of investment appeal at world commodity exchanges. Demand for ferrous metal is always stable, as is reflected in difference of the prices of non-ferrous

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and ferrous metals – the prices of ferrous metals are steady against market conditions.

In the food market pricing considers the whole set of the various factors having considerable impact. Climatic conditions and the related seasonal fluctuations belong to the most essential first of all. Secondly, we will note output influence at which increase the offer exceeds demand and the prices of foodstuff fall, in an opposite situation, at decrease in output of the price on the contrary increase. In the third, the total amount and structure of expenses for production of food production which at an effective ratio with gained income result in attractive profitability and finally are reflected in the prices.

As a whole following the results of analytical research, we will note that growth of a foreign trade turnover of the Republic of Kazakhstan, happens generally at the expense of export which increases volume by means of positive dynamics of the prices of fuel and energy resources, metals, the food, mainly in connection with rise in prices in the world market on these goods.

THE ASSESSMENT OF CORPORATIONS LOAN CAPITALS:METHODOLOGICAL ASPECT

E. V. VORONINASurgut State University KMAD – Yugra, city of Surgut, Russia,

ugine_v@mail.ru

Assessment of capital value is a necessary condition for the formation of optimal structure for company’s funding sources. As for business organization, the cost of capital is the costs, i.e. it expresses the price that the company pays for its involvement in the various sources of borrowing.

Componentwise assessment of the cost of borrowing capital is at first glance more precise than the assessment of equity capital, because interests and fees on borrowings are determined by the loan agreements and contracts. At the same time, if the researchers are quite unanimous in the relation to the assessment of "banking credit," then the assessment of the "Bonds" source appears to ambiguous.

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The cost of loan capital in the form of banking credit is assessed by the formula [1, 2, 3, 4, 5, etc.]:

kD = YD × (1 – t),where kD – is the cost of loan capital pulled in the form of

banking credit; YD – interest rate for banking credit, %; t – income tax rate, margins per unit.

If the borrower has additional costs connected with the involvement of credit (loan), then the denominator is added to the formula: the difference between the unit and the level of these costs. At the same time, most researchers point out that while calculating the cost of capital it is possible to neglect the indicator of concomitant attraction expenses (issue costs), if their size is insignificant. However, specific recommendations on the amount of the "significance" are not to be found in the specialist literature. As a rule, the level of emission cost does not exceed 3% of the output. So, for example, by the end of 2012 the level of additional costs associated with obtaining the loan of PLC "Gazprom Neft", was 2.5%.

The cost of debt capital attracted by the issue of corporate bonds is estimated based on the coupon percent rate, producing a sum of periodic coupon payments. In comparison with with bank credit, the value of this source is slightly higher because it carries a higher level of credit risk. If the dynamics and fluctuations in interest rates on bank loans are more or less defined and predictable, the value of bonds is characterized by high volatility.

In general, the method of calculating the value of bonds looks the same as for loans and credits:

kO = YO × (1 - t),where kO - the cost of debt capital, introduced by means of bond

offerings; YO - coupon interest on bonds,%; t - the tax rate on margins per unit.

To determine the value of a "Bond Issue" source V.V Kovalev [1, p. 831] proposed to use two options of calculation:

1. A more precise option involves the determination of net profit from the sale of bonds (the current market price of the asset Pm) on the basis of indicators of the amounts paid to regular interest income for the reference period, the number of base periods to maturity bonds, the face value of the bond. The result is determined by the total return of the

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bond. This indicator is sometimes referred to as the yield to maturity and represents YTM (Yield to Maturity).

2. Approximate option involves finding the source of the investigated source as follows:

kO = (M×kcr + (M - Sno)/n) / ((M + Sno)/2),where kO - the cost of debt capital, introduced by means of bond

offerings; M - notional value of the bonds (the value of the loan); kcr - coupon rate on the bonds; Sno - net profits from the placement of a bond (loan); n - term loan.

Regardless of the options for calculating V.V Kovalev offered to lead the result to after-tax basis by adjusting the tax shield - interests on borrowings are adjusted by the tax rate on profits (the difference between a unit and the income tax rate).

I. A Nikonova [2, p.39] suggested that the cost of bonds servicing should be determined by their total income, which is calculated by taking into account the costs associated with the issuance and placement:

kO = (kcr × T + disc (-premium)) / P × Tn,where kO - the cost of debt capital, introduced by means of bond

offerings; kcr - amount of coupon payments per year, T - maturity, in years, P - the offering price equal to the notional value of bonds minus «discount» (when placed at a discount ) or the sum of notional value and bonus «premium» (when placed at a premium), taking into account the cost of organizing production and distribution.

It is to agree with the U.V Semernina [6] that in the works of the vast majority of scientists bonds are seen as a tool of the security papers market, not the source of funding. In this connection, attention should be paid to the work [7, p. 172-175] in which the features of definition of the bonds value are considered according to their species - zero-coupon, ordinary and convertible.

At basis for determining the market value of capital represented by the zero-coupon bonds, the authors of this work offer to find the internal rate of return for the cash flow on the above bonds: the resulting flow of loan capital flow formed by the repayment of the bonds at face value [7, p. 173]:

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IRR=n√ 100Pmo

,

where n - the degree of the number of years to maturity bonds; Pmo - the market value of the bond (the percentage of the face value).

It is true that ordinary coupon bonds include three types of cash flows for the Issuer [7, p. 173-174]

cash flow associated with obtaining debt capital; cash flow formed maturing bonds at face value; annuity payments educated coupons.Accordingly, the value of this source is more difficult than the

zero-coupon bonds:The market rate bonds - Coupon × A number of years to

maturity;IRR = IRR - 100 / (1 + IRR) Number of years to maturity = 0

Obviously, the solution of these equations is only possible when using special software, for example, means of Microsoft Excel.

The valuation of convertible debt is carried out in the following sequence [7, p. 174-175]:

determine the market price of the parity number of shares to maturity date of convertible bonds;

conclude whether the investor will repay the bond or exchange it for shares;

adjust cash flows and find the IRR.From our point of view, to the valuation of bond borrowing

corporations in terms of the formation of an optimal capital structure cannot be treated in isolation, hoping to yield individual financial instruments. Therefore, we propose to evaluate the source of "bonded loans" to use an approach similar to the estimated yield bond portfolios, in particular, presented in [8, p. 44-45].

The weighted-average of the bond portfolio yield is given by:Ysrp = Σ di × Yi,

where Ysrp - the average yield of the bond portfolio of the issuing corporation; di - the proportion of the market value of the i-th bond in the portfolio of the issuer (the ratio of the market value of the bond to the market value of the portfolio); Yi - returns the i-th bond.

Despite the information content and simplicity of calculation by this method, this approach allows to consider only one factor that

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influences the price of corporate capital attracted in the form of bonds – it is the yield to maturity. Such parameters of borrowings as maturity bonds, coupon yield and type of bond remained uncovered in the calculation.

Accordingly, basing on the portfolio approach it is proposed to use the internal rate of return of the bond portfolio for estimating the cost of capital.

The internal rate of return of the bond portfolio is the interest rate at which the present value of the cash flow from a portfolio coincides with the market value of the portfolio. On this basis, the internal rate of return of the bond portfolio IRR must satisfy the equation:

Ppo = ΣCFi / (1 + IRR)n

where Ppo - the market value of the bond portfolio of the corporation-issuer; CFi –the issuer’s cash flow on a portfolio of bonds; IRR - internal rate of return of the bond portfolio; n - the number of coupon payments until maturity.

Needed to notice, that the adjustment of the tax shield in this case should be implied only on the cash-educated coupon (mostly, it’s about the form of annuity on corporate securities).

Based on the above, the choice of methodology for assessment corporation capital borrowings represented by bonds has a significant impact on the costs associated with its service, and as a result, the efficiency of financial decision-making with regard to debt financing.

Literature1. Kovalev V.V Financial management: theory and practice / V.

Kovalev. - 2nd ed., Rev. and add. - Moscow: Prospect, 2010. - 1024 p.2 Nikonova I.A, Business Financing / I.A Nikonova. -

Moscow: Alpina Publisher, 2003. - 197 p.3. Cheng F. Lee Business Finances: Theory, Methods and

Practice / F. Lee Cheng, Joseph E. Finnerty, trans. from English. - Moscow: INFRA-M, 2000. - XVIII, 686 p.

4. Bocharov V.V Corporate Finances / V. Bocharov. - St. Petersburg.: Peter, 2001. - 256 p.

5. Ross S. Fundamentals of corporate finances / S. Ross, R. Westerfield, B. Jordan, trans. from English. under the total. Ed. Y. Shlenova. - Moscow: Laboratory of Basic Knowledge, 2000. - 720 p.

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6. Semernina Y. Theory and Methodology of bond financing businesses in the Russian securities market. Abstract of Thesis .. Doctor. Economics. Science. - Saratov, 2012. – 36 p.

7. Lobanova E. N Corporate Financial Management / M.A Limitovsky, E.N Lobanova, V.B Minassian, V.P Palamarchuck. - Moscow: Publishing Yurayt, 2012. - 990 p.

8. Encyclopedia of financial risk management / ed. A.A Lobanov, and A. Chugunova. - 3rd ed. - M: Alpina Business Books, 2007. – 878 p.

SECTION 6. Philosophy of Science

COMMUNICATION STRATEGIES IN THE PHILOSOPHY OF SCIENCE AND TECHNOLOGY: AS RATIONALIZATION

E. V. Fidchenko Moscow State Pedagogical University, Moscow, Russia,

e-mail: fev.08@mail.ru

Modern communication strategies are of interest to a number of areas and sectors of society, culture and technology: from philosophy and politics to economics and technics. Our time - this time of communication, and our culture - a communicative culture. We live in an information environment completely, which is different thematic concentration and enormous technical transparency [3; p. 91], but our social and cultural existence is thus potentially more regulated and orderly.

It describes how the style life of modern man and culture of his thinking. Human experience historically transformed, changed its socio-cultural contexts, but the culture of rational thinking still remains an integral component of the modern civilized social order [7; p.520].

Communicative rationality is the basis of strategic thinking, which, to the functionality and success of the socio-cultural (communicative) actions is not only consistent study of the communication object, but also a step by step study of the target

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audience, as well as action planning, forming a chain objectives, moving along which and represents the logic of rationalization through the actualization of funds.

Each strategy is a rational set of planned and implemented actions, aimed not just at the optimum, but maximum results. The criteria for the degree of efficiency of the developed and implemented strategies are allocated in accordance with the scope of its application. According to Popper, science for this criterion can be a "her falsifiability, refutability, or testability" [6; p.245]. This position is very close supporters to strengthen the role of communities and, in general, members of critically rational way of thinking.

For the economic sector, the criterion should certainly take a profit. Given the unprecedented high for the Newest time-capitalized categories of science and areas of human activity, it should be noted, that the above criterion is fully synchronized with the criterion of other sectors of social and cultural activities of the people. Very convincing about it speaks of the information society theorist F. Webster, believing that "in the information sphere of cultural capital (for example: higher education, access to libraries and command of the language) could be crucial" [10; p.213]. That is, the selection criterion of subjectivity synchronized us (and socially, and in the objective existence) of capitalized societal choice.

In the socio-cultural environment is accompanied by a selection of called criterion and more value component that varies depending on the interpretation and context. Very true when it looks like the notion that the history of rationality, "is a history of change and metaphysical foundations of culture" [6; p.520].

Rational, according to Weber, is able to take into account the irrational state when goal-oriented rational behavior is guided by an absolute value, the process of which is unconditional become "self-sufficient value behavior as such (pure persuasion, beauty, absolute good, the absolute performance of his duty)" [9; p. 629]. It's quite accurate and timely observation, about the actual state of human existence - where everyday is not placed boundary markers with the words "rational" and "irrational," but, nevertheless, a rational direction for our thinking, social structure and culture of the beginning, and specifically clearly defined.

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Utmost importance to the application of situational communication strategy is also given to synchronize the activities of the communicants. Consistency of action, it would seem, has long been familiar to us - it really is an unprecedented phenomenon of culture, the work of the set adopted at different times of the conventions in action, only consistent, rational work that we, in small steps, in fact, we carry out every day. Desynchronization is a violation of rational rules of the game - and, consequently, destructive process in relation to communication, and in a very wide range: from interference in the technical and technological properties of a real threat to the process of information exchange and implementation of socio-cultural strategies.

Communicative action as those strategic steps that we daily commit, facilitate gradual transformation ability to communicate in social and cultural skills. In the event that communication strategy is constructive, it entails a stabilization in the rational management of communicative resources and ordering, in general, the social sector faces the space-time continuum. Obviously, in the most communicative strategies laid 'gene' progress, which not only affects the culture, but is fixed in it.

Rationality as a strategy, however, has significant functional risks. More R. Descartes argued the need for proper management of functional application, for "not enough to just have a good mind (esprit), but the main thing - it's good to use it" [2; p.250-251].

Communication strategies today focus on functionality, on the understanding as a resource as already familiar, previously capitalized, mainly material categories (for example: finance, natural resources, etc.) and not quite well-known in this capacity - to a certain extent, is directly not capitalized - not so much physical, social, and even how ontological categories (for example: social resources, human capital, etc.). It is in this sense we are not moving away from the understanding of the information capitalized categories and spheres, it is the process of a rational scale development of both objective and subjective and social reality, is the newest cultural transformation.

Her goal-oriented rational fully supported by a communications resource, itself with communication takes three meanings: 1) understand how to strategically control the basic linguistic and other, amenable to linguistic encoding, resources; 2) employed as an information technology progress and 3) analyzed the total goal-oriented

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rational methodology of the "information society". In accordance with the presented meanings, she characterized the basic principles, governing the process as efficient as possible rationalization.

First, it is the principle of extrapolation. It involves the polarization relative priority of analysis: the recipient/sender, the communication object/subject of communication, etc. The advantage of this principle - dichotomous rationalization by which lined the verge of communication and information field is formed. Structural modeling of the information field also occurs by means of the principle of extrapolation. A special case of the implementation of this principle can be regarded as algorithmic. Construction of logic algorithm involves motion in diametrically opposite, polar directions depending on the selected strategy. This approach is rational, it works in both cases with the socio-humanitarian and natural science models of communication. The uniqueness of the direction and the result are the main advantages of the algorithmic way.

Second, it is the principle of expediency. It provides a local presence, turn-based communication purposes, as well as evolving on their smooth implementation of the overall objective setting. Under the expediency can understand integral communicative project, carrying out the effective implementation of the plan and at the same time suggesting the transfer of an informative message about the fact of the presence of this meta-action. In particular, the expediency can be realized, for example, through the phenomenon of information content. In the process of studying the market, this phenomenon is realized in promotions of, the success of which depends entirely on the well-crafted plan. Must be clear not only that you are promoting on the market, but to whom, what the target audience is addressed to the product. Emerging risks represent a competitive environment that needs to be overcome by making your product special, not like anything on the thread consumed counterparts. Inform the consumer, according to this position, it should be in the form of an invitation to participate in the joint project with them mutually beneficial.

And third, it is the principle of functionality. He is working qualities of the realized project, its effectiveness is measured on all possible scales: from capitalized profitability of the program to the value-oriented systems for public utility. Functionality - this is the most pragmatic of the proposed principles for goal-oriented rational analysis

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of the communicative approach, it is associated with the rational organization and, most importantly, the implementation of the process, not only in the instrumental phase, but also to qualify the installation level conceptualization of the research project.

The best way this principle is seen in the application implementation. Such may be, for example, success, as the positivist of strategic indicators measured in practice. Materially, this income and status, and professional rating. But success is at once the most subjective of the estimated parameters of assessment this activity. In particular, it is of value judgments partners to provide a picture of competence and professional reputation. And they, in turn, affect the above-mentioned rating and status. Also, do not forget about reflection and self-motivation of the author / authors of the strategy, as well as the possibility to exercise his / their personal and / or corporate growth both in the vertical and in the horizontal system project.

Criticism of the functionalist approach to the socio-cultural unit of society historically has been very extensive, from accusations of lack of evaluation of the role of labor and capital to the post-modern facilities complete rejection of methodological principles. Objections functionalist also numerous and in many ways, are reasonable. Here you can talk about the utter de-synchronization, and the absence of a constructive approach to the understanding of the essence of the strategy and of ascertaining as genuine arguments judgments about different subjects and different contexts.

An example of such misunderstandings can serve as a colorful statement H.M. McLuhan, who said that "So far, culture mechanically predetermined the fate of human societies, as is an automatic internalization of their own technology" [5; p.114]. But in fact the problem of analysis of cultural contexts, as a rule, is that the contradictions expressed concern mainly irrational things, and the specificity of our thinking is that it requires a communicative rationality. And it is appropriate to re-appeal to Descartes, who proposed a remarkable conventional "recipe" on the functional risk. "The difference between our opinions, - he wrote - is not what the other one is wiser, but only on the fact that we are sending our thoughts in different ways and do not consider the same things" [2; p.250-251]. It is about the legitimate differences, of distinguishing between the

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trajectories of thought. And yet these ways - are rational, and their rationality is not quantitative, but qualitative dimension.

The value of communication strategies for the social and cultural fabric of society is difficult to overestimate. Quite a heated debate about what type of socio-cultural order of the most relevant today is directly related to the consideration of approaches to the "information society" and the "knowledge society" as a competing design formats. In my opinion, the "information society" is far from being exhausted itself in some aspects of the study, for example, in the areas of information distribution and information security, almost everything is in the starting state.

We communicate is not chaotic, and the exchange of information - is rationally organized process. Communication as a strategy characterized by two priority functions: informative and social. The transition to an information type of social functioning - this is actually ontologize cultural shift cycles. We live in the information environment, it acts and cultural context of our thinking, and meaningful object of our business, professional and everyday communication.

J. Habermas, in particular, shows the existence of 4-spheres of human activity (agriculture, goods-producing industries, trade, transportation and service industries, sector and knowledge-based), focusing most of their attention on the last of them. Sector, based on knowledge - it is for him, "<...> high-tech industries and health care, banking and management", which depend on new information, and, in the long run - from scientific research and technological innovation [4; p.211]. Here, unlike the previous 3-spheres of human activity, clearly defined the basic principles of paradigmatic symbol itself "knowledge society", he began.

It seems to me that the "knowledge society" - this is a civilizational transition, the formation of a new "tradition" - regarded the information as knowledge. For such a transition to radically change not only value judgments, but also the contexts of social life, as spiritual beings with respect, and with respect to material things. The value of knowledge as such - it's not just a nice idea, it should be a basic element of self-identification and development of the society. The capitalization of such value shall be equivalent material, and it should not be perceived as a vulgarization, but only as correspondence of ideas

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and their practical application in the work. Consequently, the dimension of the functional manifestations of capitalization and communication strategy is able to be adjusted conceptual way to categorical level. In this case, the objection is neutralized by D. Bell of excessive rationalization, scientistic way leading to technocracy society [1; p. 362].

Functionality, in turn, should not "off-scale", but only as a rational meet the need for public use, taking into account futurological prospects. The fact that the "knowledge society" is a new level of rational culture of social existence, and indicates the position of A. Toffler. His opinion on the information in a "knowledge society" boils down to the fact that for her, "for the most part, are characterized by concentration" [8; p.105]. That is, there is a strengthening of the categorical status information, which is a basic element of control rationally related processes.

The concept of knowledge in this type of socio-cultural structure of the society can not be limited vision in it capitalized category. For the "knowledge society" basic category should be self-organizing, synergistic unit to the real motivating creativity in the production of innovation moving forward not only a posteriori, but a priori that meets not only the needs of the society of those "here, and now, and by all means," but its potential prejudice to the trajectory, the vector of the future progress of human civilization.

Valuable understanding of information as knowledge, it is not only a manifestation of intelligence, common sense in the socio-cultural being, communication and everyday life, but also a manifestation of the strategic mind.

References:1. Bell D. The Coming of Post-Industrial Society: A Venture in Social Forecasting.  - N.Y.: Basic Books, 1973. 2. Descartes R. Works in 2 vols. V. 1. - M: Mysl', 1989.3. Fidchenko E.V. Distribution of information: on question about communicative methodology //Etnosotsium and inter-ethnic culture, 2011. – Number 9 (41). P. 91-94.4. Habermas J. The political work. - Moscow: Praxis, 2005.5. McLuhan M. Gutenberg Galaxy: The World of print culture. - Kiev: Nicka-Center, 2004.

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6. Popper K. Logic of Scientific Discovery. - Moscow: Progress Publishers, 1983.7. Sukhodub TD Rationality in the philosophical tradition and modern culture: the problem of rootlessness / / Postneklassika: philosophy, science, culture / ed. LP Kiyaschenko and VS Stepin. St. Petersburg.: Publishing house "Mirъ", 2009. P. 519-538.8. Toffler A. The Third Wave. - Moscow: AST, 2004.9. Weber M. Selected Works. - Moscow: Progress Publishers, 1990.10. Webster F. Theories of the Information Society. - Moscow: Aspect Press, 2004.

SECTION 7. Philology

LEXICAL UNITS DENOTING A HORSE IN BRITISH LITERATURE

Ekaterina GradalevaSamara State University of Architecture and Civil Engineering,

Samara, Russia, e-mail: katerina-888@bk.ru

Language is a mirror that reflects the culture of a certain country: its people with their history, habits and traditions. Language is the source that helps us to reveal the key values of a certain cultural community and to understand the National Character.

Any native speaker is a bearer of a numerous number of concepts. Some of them can be determined as Cultural Concepts. They reflect the values and the world perception of a certain nation and at the same time reproduce specific traits of an individual that are predetermined by his cultural background.

When we analyse realization of a Cultural Concept in the language, we get acquainted with some facets of national culture. In this research a Horse has been chosen as the Cultural Concept that can disclose some peculiarities of the British culture. The choice is determined by the fact that a horse has always been significant for the British on both levels: in their everyday life and in their mind. Since

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antiquity it has been part of architecture and various traditions, it has appeared in folklore, literature, toponymy and phraseology. In each sphere of the English language it has its special symbolic meaning which makes it possible to understand the worldview of native-speakers.

The image of a horse appears in miscellaneous contexts in the works of the majority of British writers. In the process of analysis the realization of the lexical unit “horse” and its synonyms was studied in 95 texts of XVII-XX centuries. Approximately 2000 examples of contextual usage of the mentioned lexical units were singled out.

In the English language there are 32 lexical units denoting a horse: horse, bronco, charger, cob, colt, courser, dobbin, equine, filly, foal, gee-gee, gelding, hack, hinny, hunter, jade, mare, mount, mule, mustang, nag, palfrey, piebald, pony, punch, racer, roadster, roan, skewbald, stallion, steed, stud (as stated in dictionaries). Only 14 of them are regularly used in British literature. The frequency of their usage is shown in Table 1.

Table 1. Lexical Units Denoting a Horse in British LiteratureLEXICAL UNIT %

HORSE 80.8JADE 6.1MULE 4.3MARE 3.1STEED 1.4COLT 1.1PONY 0.6STALLION 0.6FILLY 0.6FOAL 0.5PALFREY 0.3CHARGER 0.2COB 0.2NAG 0.2

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The concept of “horse” arises in 6 types of context. In 47% of the situations it characterizes people: their mental state, character and appearance. Social relations are shown in approximately 11% of examples, political ideas in 5% and philosophical ideas in 6%. That can be amazing but the image of a horse is found much more often in the descriptions of the objects of civilization (accounts for 21%) than in the descriptions of nature (makes up 10%). It leads us to the conclusion that a horse is viewed by the British more as a cultural phenomenon than a natural one. The table below represents the types of context in which the lexical unit “horse” and its synonyms are used in British literature.

Table 2. The concept of “horse” in Various Types of Context

TYPES OF CONTEXT %People 47

- mental state 20- character 19- appearance 8

Social relations 11Political ideas 5Philosophical ideas 6Objects of civilization 21Nature 10

As it can be seen from the table, in the majority of situations a horse is used to characterize people. This animal has always been close to human beings: in the past it helped in the fields and was used as the means of transport, since ancient times it has been the best friend of a person and it’s not surprising that people compare the characteristics of the others with the ones of a horse.

Various traits of character are often delineated through the qualities of a horse. Speaking of a strong man, A.C. Doyle compares him with a cart-horse: This fellow is a perfect savage, as strong as a cart-horse and as fierce as the devil. Not only does the image of a horse appear in the descriptions of strong men, but also strong women: the woman stood five feet ten in her shoes and was as strong as a horse (J. Conrad). A horse also turns out to be the symbol of diligence. It is

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shown in the book “Hard Times” by Ch. Dickens when a hard-working character says that he is “a Mule”: I am as bad as you in that respect; and I am a Mule too, which you're not. If father was determined to make me either a Prig or a Mule, and I am not a Prig, why, it stands to reason, I must be a Mule. In this context the word “Mule” is endowed with negative connotation because the context provides it with the meaning “workaholic”. The word “mule” bears negative connotation in the majority of situations. It is explained by the fact that a mule, as a combination of a horse and a donkey, has taken the largest number of characteristics from a donkey and not from a horse, which is considered to be an animal with positive qualities. In the following example the lexical unit “mule” is used in the metaphorical epithet to show how stupid the person is: I ask you, am I responsible if a mule-headed friend sends him back in such a manner as to disturb the peace of mind of a regiment of Her Majesty’s Cavalry? (R. Kipling). The word “horse”, on the contrary, appears in the contexts that represent clever characters: It isn't sentiment but it's horse sense (H.G. Wells). The expression “horse sense” means ordinary practical knowledge of the best way to deal with people and situations.

Next, the image of a horse discloses the mental state of characters. A scared person is often compared with a frightened horse or colt: You rear like a frightened colt, because I use a word to which your Christianity ascribes a deprecatory meaning (S. Maugham). Nothing is really able to express strong feelings of indignation but the image of a hard-held horse: Our Sahib answered to those false words as a horse of blood answers to the spur (R. Kipling). Another example shows that the image of a warhorse can help to create a humorous description of a person in anger: Gazing, he remembered Lady Dunstane saying of her once, that in anger she had the nostrils of a war-horse (G. Meredith).

In addition to all those contexts in which mental state and different traits of character are described there is the group of expressions depicting appearance. The word “horse” is frequently used to portray beautiful and elegant people: I had a coat that Weston has never equaled. To say that it fitted me is not to express it. It was on me – like the hide on a horse (A.C. Doyle). In contrast, the lexical unit “mule” has negative connotation: But the Colonel said that he must go,

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and he was replaced by a washy, bay beast, as ugly as a mule (R. Kipling).

The image of a horse also appears in the context of social relations. For instance, it reflects love and desire to be close to each other: How she loved to listen when he thought only the horse could hear (D.H. Lawrence). A horse also symbolizes devotion: You see, Sir John, we stayed for you, as one horse does for another (J. Swift). The simile either demonstrates friendly relations between the characters, or does it show the relations between horses. In this regard, their devotion to each other bears testimony that a horse is a noble creature.

Furthermore, British writers turn to the image of a Horse in order to personify the objects of civilization: Amongst her companions moored to the bank, and all bigger than herself, that ship looked like a creature of high breed - an Arab steed in a string of cart-horses (J. Conrad). Personification is achieved both by lexical and grammatical means. First, the words “companions” and “creature” do not normally denote objects but people and animals only. Secondly, the pronouns “her” and “herself” are used instead of “its”, “it” which is a contradiction to grammatical norms. Ultimately, the ships are turned into the living beings by means of the following juxtaposition: a splendid ship – an Arab steed; ordinary ships – cart-horses.

Finally, a horse is one of the finest images to create the most extraordinary pictures of nature: Vehement breath of waters amid seasnakes, rearing horses, rocks. In cups of rocks it slops: flop, slop, slap (J.Joyce). The waves at sea are compared with rearing horses. This metaphor is not a unique association of the author, it is common for all British people for they are used to the notion white horses which means waves at sea with white tops.

Analysing the cultural concept “Horse” in each epoch separately (XVII-XX cent.) we can see that the context in which the concept “horse” acquires particular metaphorical meaning depends on the literary period.

The image of a horse can be observed in the philosophical conceptions of the book characters as philosophical ideas penetrate the literature of the Age of the Enlightenment: I soon after produced another work, entitled, The Trojan Horse. This was an allegorical work, in which the church was introduced into the world in the same manner as that machine had been into Troy. The priests were the

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soldiers in its belly, and the heathen superstition the city to be destroyed by them (H.Fielding).

The words denoting a horse are frequently used in the descriptions of the mental state of characters in Sentimental literature. It is explained by the fact that representation of the inner world of a person was the central aspect in the books of this literary epoch: There is not time for a man to be sick in it, replied he - What a cursed lyar! for I am sick as a horse (L.Sterne).

Speed and strength were of primary importance in the epoch of Romanticism: Leicester was spurred to emulation by the success of the young courtier's exhibition, as the veteran racer is roused when a high-mettled colt passes him on the way (W.Scott). Later, in the period of Realism, such qualities of a horse as wisdom and nobility were brought to the forefront: Nothing is nobler than a horse (J.Galsworthy); or It was a clever, well-bred pony (W.M. Thackeray).

In the works of realists a horse often appears in a political context. That’s not surprising as many books of this period are filled with political ideas: I had rather be an English horse or ass, than on these terms a Scot, to square my will by their inscribed conditions (A.Ch. Swinburne).

Time flows, nothing stays the same forever, and there is no such generation that is just the same as the previous one. No wonder, then, that the image of a horse is treated differently in each epoch. And literature is the best source to reflect the changes of the world perception throughout centuries.

To sum it up, a horse has always been a significant image in the British culture and it is disclosed in a wide range of contexts: in the descriptions of nature, objects of civilization, social relations, political ideas, philosophical ideas and people (their character, mental state and appearance). The image of a horse comprises such associations as strength, speed, diligence, wisdom, grace, love, devotion. A mule, on the contrary, bears negative characteristics (stupidity and ugliness). The descriptions of the objects of civilization dominate the descriptions of nature and it leads to the conclusion that a horse is viewed by the British more as a cultural phenomenon than a natural one.

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PRESENTATION FEATURES OF THE SUBJECT – THE PROPER NAME

IN ENGLISH AND RUSSIAN PROVERBS L.V. Grichenko

Russian Federal University, Rostov-on-Don, Russia, rgrichenko@yandex.ru

Numerous works of domestic and foreign scientists have been devoted to the description of the representation means of a person functioning in a sentence as a subject of speech or action, as a subject-subject, a subject- definition or a subject-object (N. Arutunova, G. Frege, R. Carnapa, J. Mill, G. Zolotova, V. Vinogradova, E. Paducheva, N. Onipenko etc.). These works are aimed at defining nominative and referential language of these units, their semantic, communicative and functional, stylistic and linguocultural potential.

However, the task of identifying the national specific character and universality of the representation of the subject in proverbs requires further study. Relevance of the chosen subject is determined, in our opinion, not only by the central role of the subject and the predicate in a sentence: "the statement establishes a link between the human world and thinking about the world. It unites the heterogeneous objects: the subject - a representative of a person ... The task of the subject is to identify the subject of speech, the task of the predicate is to indicate the signs which are important for the purposes of communication" [2, p.120]. But it is also determined by the nature of proverbial sayings, insufficient state of knowledge of the subjects-proper names in the proverbs. Of particular relevance to this issue is the aspect of cross-cultural study of proper names, subjects, which demonstrate the national specific character and universality of representation, use and function.

As they happen to be not the most frequently used means of naming the subject in proverbs in both languages, proper names, however, are the elements of the content, which manifest both national identity and the universality of the languages, proverbs pools and linguistic cultures. Referring in this study to the dictionary "English proverbs and their Russian equivalents" [6] and "Proverbs of the

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Russian people" [4], we discovered the versatility and country-specific representation of subjects-proper names directly linked to the cognitive and linguistic cultural perceptions of both nations and cultures.

The undertaken analysis suggests with a certain degree of confidence that the national identity of use and methods of subjects-proper names representation in Russian proverbs is, first, their more frequent use compared with English language; secondly, the use of diminutive forms of proper names, and third, a wide variety of proper names (Ermak, Kasian, Zahar, Foma, Ilya, Ananya, Jacov, Marfa Avdei, Sawa, Yegor, Matvey etc.): With nobody else around Foma is a nobleman; Matvey is skinny, can’t feed his guests; Yarema, Yarema, you’d better stay at home, sharpening your spindle (На безлюдье и Фома дворянин [4, 1, p. 189]; Худ Матвей, не умеет потчевать гостей [4, 1, p. 299]; Ерема, Ерема, сидел бы ты дома, да точил веретена [4, Vol. 2, p. 12]). The above finds its direct confirmation in the thesis of R. Brown and M. Ford, according to which “the frequency degree of personal names is consistent with the well-known semantic and psychological law. In language groups the degree of lexical differentiation within a semantic field increases proportionally to the importance of the field for a given community” [1, p. 238], as well as in A.Vezhbitskaya, T.V. Larina’s opinions, etc. In this case, the focus of the Russian linguistic culture on a more intimate contact, informal communication, free expression of emotion and expression, shortening the distance appears to be determined by language features and is fixed in the lexis.

This tendency, in our opinion, is most distinctly reflected in Russian proverbs with the use of diminutive forms of proper names with suffixes of value judgment, which are characteristic of colloquial and emotional speech. These forms can express both warm and affectionate, and dismissive, depricative, and sometimes rude attitude: Upon his will Fomushka could marry a widow; The priest won’t deceive Fedor, and Fedor won’t tell the truth to the priest (Вольно было Фомушке жениться на вдовушке [4, Vol. 3, p. 410]; Поп Федьку не обманет, а Федька попу правды не скажет [4, Vol. 3, p. 31]). As it can be seen, diminutive forms of proper names in Russian proverbs pool are characterized by the variety of semantics and functions, which is directly related to the content of proverbs. As a rule, they express axiologically marked (negative / positive), ironic attitude

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to the person who gets in the relevant situation, that results in ironically-patronizing or friendly attitude on the part of the speaker. A feature of these sayings is, as a rule, the desire for rhythmic structure, the use of multi-level repeats, including word-building, the formation of contrast, etc.

In this case, the representation ways of axiological orientation of a proper name in Russian language lies on the formation level both in the system characteristics of the language, and in lingo culture where “a style of interpersonal relationships prevailing in the society is reflected in the use of names” [3, p. 47]. In this case, the national specific character of English personal names is their relative stability within the proverbial fund. According to A. Vezhbitskaya, the use of the expressive word formation in Russian language is explained by the fact that "In Russian cultural tradition, a crucial role is played by the degree of intimacy of personal relationships ... The moral extremism of such categorization of names, as well as its emotional intensity is very typical of Russians ..." [3, p. 49-50]. The above is reflected in the pool of Russian proverbs, reperesenting as a nationally-labeled conventionally fixed linguistic cultural reflection of reality, and the foundations of the nation.

The variety of proper names as well as the use of diminutive forms is not typical of the English proverbs pool. Despite the fact that the use of proper names, depending on the function in the sentence can express the attitude to the 3rd person or the 2nd, or even 1st (using proverbs in respect of the speaker himself), English linguistic culture tries to avoid refering directly to a person by the name, which fully corresponds with such English character traits as self-restraint, lack of conflict and circumlocution. This fact is reflected directly in both the English proverbs and English linguistic culture so that if a subject-proper noun is used then it should be a precedent name or as close to it as possible in terms of semantics and / or functioning.

Thus, when dealing with rare examples of the subjects-proper names use, in English proverbs one should mention, first of all, their historical, biblical and cultural reference which undoubtedly determines their precedent nature, and secondly, their conventionally fixed associative and axiological marking. For example, the proverb: Arthur himself had but his time [6, p. 39] dates back to the days of King Arthur and ascertains the fact that even great men are mortal, and the proverb:

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Carton waits for all [6, 71] is based on Greek mythology and the story of Charon, the Carrier of dead souls across the river Styx to the realm of the dead.

These examples suggest that to name a person in the English proverb, we often have to deal with the precedent names (celebrities, biblical, historical characters) who represent "a kind of complex symbols, which when used in communication do not actually appeal to the denotatum (... referent), but to the set of distinctive features of this precedent name "[5, p.172], which also have certain fixed ethnic, linguo-cultural associative and axiological background: Caeser's wife must be beyond suspicion [6, p.74]; Bacchus has drowned more men than Neptune [6, p.42].

Among the subjects-proper names, especially those frequent in both linguistic cultures we can be define a group of names relating to the precedent names Jack, Jill, Ivan, Vasiliy, Marfa. For example, a popular English name Jack, is most often associated with a cheerful, agile, cunning and roguish guy who often appears in English proverbs: Jack is good as his master [6, p. 179]; Every Jack has his Jill [6, p. 106]. In its semantics and functioning, it is clearly related to the precedent names.

The universality of both proverbial pools is, in this case, their willingness to use their own subjects-proper names that have a strong folk tradition: (Jack Frost, Spring-Heeled Jack, Jack-in-irons, Jack-a-lantern, Jack-with-a-lantern, Ivan the Fool). These names in both linguistic cultures can fairly be included in the category of precedent folk names, as they perform the functions of reference and symbolic character and reflect the axiological conventionally-fixed idea about the subject.

In our opinion, this situation is not only because of proverbs belonging to small folk forms, but also due to the fact that the task of proverbs is to introduce the subject which is the most familiar to the representatives of each linguistic culture. In this case, the name of a person (the subject) corresponds to a certain pattern of behavior, character traits, axiological marking, which the representatives of the nation look up to. Essential to the frequent use of names, approaching in its semantics and operation to the precedent names is the fact that the name itself does not carry information value. Using the person’s is not the most important in this case, but the associative field, conventionally

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fixed axiological marking, assessment, motivation, or the general edification embodied in the proverb, applicable as the standard of conduct by all representatives of the nation.

Furthermore, the versatility of subjects and proper names use in both languages, in our opinion, lies generally infrequent application of the proper names for naming the subject. This feature of the proverbial pools of the two languages is due to two major trends of construction and operation of the proverbial text - the desire for metaphor and generalization at the same time.

Thus, the representation and function of subjects-proper names in the proverbial pools of both languages demonstrates both versatility and national identity, determined by language and linguo-cultural features only. Not only the frequent use of subjects-proper names due to the proverb’s desire for metaphor and generalization of the subject can be seen as universal, but also the use of subjects-proper names, which have a vast folk tradition. The use of diminutive forms of subjects-proper names and their great diversity is national-specific for Russian language; for English language it is the application of precedent names.

References 1. Brown R.W., Ford M. Address in American English // Language

in Culture and society. – New York, Harper and Row. – PP.234-244.

2. Arutunova N. D. Language and a Human’s World. – Moscow.: «Yazyki Russkoy Kultury», 1999. – 896 p.

3. Verzhebitskaya A. Language. Culture. Learning. Edited by M. A. Krongauz. – Moscow.: Russkiye Slovari, 1997. – 416p.

4. Dal’ V. I. Proverbs of Russian People in 3 Volumes / V. I. Dal’. – Moscow.: Russkaya Kniga, 1993. – 2070p.

5. Kraskyh V. V. “A “Native” among the “Strangers”: a Myth or Truth?” – Moscow.: ITDGK “Gnosis”, 2003. – 375p.

6. Modestov V. S. English Proverbs and Sayings and Their Russian Equivalents. – Moscow.: Russkiy Yazyk Media, 2007. – 467p.

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MAIN TACTICS OF THE DEFENSE COUNSEL SPEECH IN COURT

V. I. KukovskaChernivtsi Yu. Fedkovych National University, Chernivtsi City,

Ukraine, E-mail: vita354@rambler.ru

At the present stage of its development linguistics sees the problem of speech interaction between different communicants as belonging to those of paramount importance and highest topicality, which is proved by a large number of works in the field of discourse theory. The necessity of such research, as I. B. Morozova points out, is motivated not only by purely linguistic needs of studying speech communication in general, but is also determined by the practical needs of applied linguistics to make verbal communication effective [3, p. 70]. A special place among the discourse studies is occupied by the analysis of institutional communication. I. V. Stetsula, G. Kres, M. Serio, I. Kowalewska et al. investigate the peculiarities of political discourse; E. Hess-Lytich, R. Strilmann, G. M. Jaworska et al. – of scientific discourse; A. Tsykurel and R. Wiedemann and others concentrate on medical discourse; V. K. Babaev, D. Meyer, A. F. Cherdantsev, L. Fuller dedicate their papers to legal discourse. It is believed that the interpretation of discourse not only as a linguistic, but also as a cultural and social phenomenon necessitates taking into account both its national and linguistic characteristics.

The objective of the given paper consists in determining the basic communication tactics of the defense counsel speech in the judicial discourse in English.

Judicial discourse is known as a special kind of legal discourse of a strong institutional nature. It is understood as “a verbal-sign expression of the communication process during a trial, which is analysed in the socio-historical, national-cultural, and specific situational context with a regard to the communicants’ personal characteristics and intentions. At the same time, the goal of this process is to solve a legal conflict and change the legal situation” [1, p.14]. In her paper “Judicial Discourse: speech behavior of a judge” T. V. Dubrovska states that judicial discourse can be considered a discourse

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of some particular legal proceedings or their parts. The term itself can also function as a general notion to encompass several discourses the analysis of which can help to single out the typical characteristics and general laws of the judicial communication structure [1]. She believes that judicial discourse falls into a number of varieties depending on its function and the language subject. The defense speech, in its turn, is regarded as an integral part of judicial discourse.

The barrister’s speech is a sort of oratorical speech which is defined as “a type of monological speech used in situations when the speaker addresses a numerous audience with a purpose of persuasion” [5, p. 176]. Therefore, it is peculiar to it, as to any other special type of oratorical speech, to have an influence on the audience in terms of their making the right verdict. In legal literature, the defense speech is understood as a speech in the judicial debate which analyses the evidence, reasons the charge and the qualification of the crime, and gives the propositions as to the punitive measures, and other issues relevant for the proper resolution of the case through the eyes of the accused one [2, p. 43].

To make his communicative influence on the audience successful, the defense counsel uses an argumentation strategy and employs various types of tactics to discredit the position of the opponent. According to I. I. Pirog, the realization of pragmatic instructions through argumentation is considered a strategic process that involves selecting certain arguments by the addresser, their structuring in accordance with the selected argumentative tactics and providing their language realization [4, p. 85]. The analysis of practical linguistic material makes it possible to conclude that during the defense process the barrister uses a variety of tactics and their forms, the most productive of which are the tactics of prosecution witness discredit and of prosecution evidence discredit.

As an example the defense speech by the attorney M. Feldman in the case of abduction and murder of a child can be observed where he employs the tactics of discrediting the evidence charges. Since the prosecution has no direct evidence against his client, the barrister gives his own interpretation of the circumstantial evidence, which is intended to justify the defendant: «If there's two reasonable interpretations of the evidence, here it is again. The case is entirely circumstantial. The prosecution is obligated to try and find some interpretation of the

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evidence that's consistent only with the prosecution theory and inconsistent totally with the defendant's theory. And each fact which is essential to complete a set of circumstances, that trilobal carpet fiber must not only be proved beyond a reasonable doubt, but I want you to look at it to see whether or not it's not only beyond a reasonable doubt such a fiber, but that it's beyond a reasonable doubt inconsistent. That it absolutely has to match that word.»

The defense attorney M. Geragos in his defensive speech uses the tactics of the prosecution evidence discredit as well. In case of Scott Peterson killing his wife and son the barrister points out to the jury that the prosecution put forward the theory of gentle murder because his opponent has no indisputable evidence linking the defendant to the murder: “The reason for that, the reason they came to this theory is because they have this «theory of the soft kill». And the reason for that is because they've got no evidence, because if he -- the whole problem what they've got is, if there is no evidence -- there's no blood, there's no poisoning, there's no knife with blood on it, there's no gun, there's no nothing that shows how she was killed -- then you've got to come up with this theory of a soft kill.»

Another type of the discrediting communication tactics is shown by T. Lenamon in the case of two murders. In his speech, the defense counsel questions the testimony of the main witness of his opponent and stresses that it is highly possible for the man to give a false testimony. This way T. Lenaman discredits the prosecution witness: «But, essentially, as you saw from Mr. Arciszewski, who is a liar, an acknowledge liar – and, yes, Miss Doerr, you are right, I am going to call these witnesses liars, and I’ve supported that through my cross-examination over and over and over again».

The above-said allows us to draw a conclusion about the successful communication tactics in the barrister’s speech in court. To achieve the assigned goal the barrister employs the tactics of the prosecution concept discredit and provides his own theses, which gives a possibility of a positive outcome for the defendant, and results in finding him or her not guilty.

Bibliography1. Дубровская Т. В. Судебный дискурс: речевое поведение

судьи (на материале русского и английского язиков) / Т. В. 130

Дубровская. – М. : Изд-во «Академия МНЭПУ», 2010. – 351 с.

2. Молдован В. В. Риторика: загальна та судова / В. В. Молдаван. – К. : Юрінком Інтер, 1999.- 320с.

3. Морозова И. Б. Манипулятивная природа коммуникативного шума в диалоге / И.Б. Морозова. – Науковий вісник Східноєвропейського національного університету ім. Лесі Українки. —  Серія: Філологічні науки. − Луцьк : Східноєвропейський національний університет ім. Лесі Українки, 2013. — № 18 (267). —  С. 70-74.

4. Пірог І. І. Аргументативні тактики в сучасному німецькому публіцистичному аргументативному дискурсі / І. І. Пірог // Вісник Харківського національного університету. Серія: Романо-германська філологія. – 2010. - № 930. – С. 85 – 90.

5. Шумилина Т. Н. Темпоральные компоненты ораторской речи английского языка (экспериментально-фонетическое исследование) / Т. Н. Шумилина // Вісник Севастопольського національного технічного університету. Серія: Філологія. – 2010. - № 102. – С. 176 – 182.

THE METHODS AND FORMS OF FOLK’S NAIVE VIEWS ARCHIVING ABOUT DEVIL AS A FOREIGNER IN THE ENGLISH AND RUSSIAN FOLKLORE

IN XVII-XIX CENTURIESО. V. Marunevich, D. G. Manzhos

Taganrog State Teacher Training Institute named after A.P. Chekhov, Russia, oks.marunevich@mail.ru

Each nation has its own vision of the world. This idea is the basis of the concept of the ethnic structure of the world, formulated by R. Redfield [7]. Each nation also has its own historical memory, which is a marker of belonging to a particular ethnic group, the awareness of its difference and similarity comparing with other ethnic groups.

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According to the studies of the philosopher - cosmologist M. Eliade "memory of the true and authentic historical event or a character is stored in the folk’s memory no more than two or three centuries" [15, с. 28], then the event is assimilated to the category of the mythical action (fighting with giants in English folklore, enemies as giants in the tales of Russian north, etc.). Continuing Eliade’s thought, we can assume that within a certain period of time mythic memory goes into nothingness and then only a few fragments of some obscure events occurred in the distant past and overgrown with incredible allegories remain. Thus we deal not with a myth, but with the hypothetical facts instead. They represent the periods of time of not the mythical memory in the form of mythical tales, epics, legends and fairy tales, which describes a real event, totally embellished because of its remoteness in time. This is the time when humanity lost its historical memory about the reality of the events taking place once upon a time. So it lead to their globalization and subsequent preservation in the naive consciousness of an ethnic group, i.e. firm European peasantry's beliefs about the identity of Devil and evil forces with the representatives of other nations:

Then Jos's native servant arose <...> then the maidservants got up, and meeting the dark man in the passages, shrieked, and mistook him for the devil (Thackeray).

- Не знаешь, не видишь разве, что за человек? Ты только на рожу-то его погляди, на ухмылки его анафемские полюбуйся, да на весь его обычай поганый, на хрюк его свинячий, на глум-то его скаредный обрати внимание, сделай милость. Тем только от черного и отличается, что хвоста да копыт нет <…>, сущий испанец (Сологуб).

The same ideas can be easily found among traditional Russian proverbs and sayings: Бог создал Адама, а черт – молдавана; Зырянин рыж от бога, татарин рыж от черта; Первого черемиса леший родил, Жиды да черти одной шерсти; Бесы и жиды — дети сатаны [11], Бог сотворив цапа, а чорт - кацапа [14, c. 257].

This fact can be explained that in the folk legends Devil is an "ancestor" of a nation. According to Ukrainian legend, once the devil decided to make someone like himself. So he put some resin and various witch's potion and began to cook. The first whom he cooked

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was a Ukrainian. Having decided that he was "undercooked", Devil continued the process and within short period of time he cooked a Polish, the next was a German, then a Tatar. The Devil decided that after waiting a little bit more; he would get really someone like himself. But he overlooked the boiling, so the last person who came was a Jew, cunning and reasonable, able to trick the devil himself. In Russia in the XVIII-XIX centuries Ukrainians were commonly nicknamed the devil's heads. According to the legend, one day the Lord and St. Peter came down from heaven to earth, and heard a terrible noise in the reeds: the Devil was fighting with a Ukrainian. St. Peter "reconciled" the rivals by riving their heads away. When the Lord put him to shame for such harsh measures, St. Peter placed the heads back, but he confused them, so a Ukrainian got the Devil's head. The Galicia's legend says that gypsies are the descendants of a woman and the Devil. According to the Hutsul (Carpathians Highlanders) story a women and the Devil were Vlachos' parents.

The identity of the devil and a foreigner also indicates with the existence of similar stories about the events on St. John' Day. In XVII-XIX centuries folk in Russia, Ukraine and other Slavonic countries strongly believed that fern flower found on St. John' Day (Ivan Kupala's night) could open all the treasures to its owner. So the legend says that once a man was lucky to find this flower at last, but then it was taken away by the old Jew according one version, and by the Devil according to the second one.

It should be noted that the Russian naive consciousness traditionally identified the Devil and Hebrews (Jews): Около жида потрёшься — бесовского наберёшься, Служба жиду — на радость бесу, На жида и сам Бог не угодит. The last proverb emphasizes not only that the Jews are always hard to please, but also their "special", disdainful attitude toward God and religion: Бог и жида хранит, а жид Его бранит; От жида и Бог много раз плакал; Что Богу угодно, то жиду непригодно; Что Богу грешно, то жиду смешно; Чтут жиды жидовского бога Мамона.

Mammon is one of the gods of the pagan pantheon, who was a patron of the rich. In the Christian tradition he is associated with the Devil. In the Apocrypha Mammon is one of the representatives of the demonic forces opposed to the Lord and the angels. This image was caused due to folk's rethinking the Gospel one of Mammon (god of

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wealth). In this connection the mention of Mammon "беззаконном, мамоне насыльном и нахожем" (lawless, sent and spelled) - dangerous and demonic creatures - is found in spells, historical and literary works, i.e., in the "Prayer of the Archangel Michael on the Osprey" (the end of the XIX century) is spoken about the cursed evil spirit. Besides serving Mammon was always opposed to the service of Christ - to work for unrighteous Mammon [12, c. 323]. Therefore, the Russian proverbs make a certain link between the evil spirit and the Jews: Бесы и жиды — дети сатаны; С жидом знаться — с бесом связаться; Нет беса в доме — прими жида; Жид в хату — ангелы из хаты; Жид, как бес — никогда не покается; Жид не силой берёт, а искушением.

In Kolyma dialect the evil spirits of a forest are called Yids [10, с. 51]. It is also interesting to mention that in the Orel region dialect Yid nominates a sparrow [13, c. 118], and in Lancashire there is an adage A spink and a sparrow are the devil's bow and arrow [6, p. 187]. Ukrainians also correlate the links between the triad Jew - the Devil - a sparrow, because sparrows are called there чортово насiння (devil's seed). Moreover, the peasants believe that the sparrows, like the Jews and the Devil do not like lard, so someone who wants to drive the sparrows away from sowing should smear hands with sanctified during sowing [9].

Lithuanian proverb says Чужим духом всегда воняет (Alien spirit always stinks). A similar Russian proverb says Каков жид, такова и его вонь (Like Yid, like his stench) In Middle Aged Europe there was a widely spread superstition that Jews had distinct and unpleasant odor, which they had received as punishment for the crucifixion of Jesus. The first epithet "malodorous" to the Jews was given by the Roman emperor Marcus Aurelius, who "was vexed with malodorous and often rebellious Jews" (fetentium et tumultuantium) [1, c. 316]. According to the conception of a medieval man, saints breathe pleasant fragrance and smell, while the evil spirits and Satan exude a stench. The stench is the Devil's distinctive: the image of a decaying flesh evidence of diabolical machinations. This issue often arises in demonological literature and fiction. Thus, in Poland there is a belief that water-spirits appear in the form of a Jew. True stories tell how a fisherman caught a water-spirit from the river Narew and it was a "little Jew in a yarmulke and a dressing gown, who was muttering something

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in Hebrew". Then the water-spirit tore the network and jumped into the water, leaving the smell of sulfur [2]. Thus, in folk's perception the specific "odor" is one of the elements of infernality, which also brings evil spirits and foreigners together.

As for English language, even the euphemistic name of the devil - Old Nick etymologically goes back to the foreigner. Oxford English Dictionary mentions that Nick is a derivative from the name Niccolo, the name of famous Italian politician Niccolo Machiavelli (1469-1527). In American historian P. Strathern's opinion, in the minds of most people Machiavelli and Devil are virtually synonymous [8]. And according to widely spread belief of the clergy of that period the Devil himself was the author of the most famous work of the thinker "The Prince", so soon he became identified with the devil literally. Thirty years after his death, his name was known in England. By the end of the XVI century his name was familiar to a wide range of public, W. Shakespeare used it in the comedy "Merry Wives of Windsor": Am I politic? Am I subtle? Am I a Machiavel?

Devil's connection with the name Nick (Michael) can also be seen in a number of beliefs existing in the counties of England: On Old Michaelmas Day the Devil throws his club over the bramble bushes as he marches over the land, making the blackberries unfit for eating. No Sussex person ever picked the berries after October 11th. The old Sussex saying "as black as the Devil's nutting bag" is associated with the superstition that it is extremely unwise to gather nuts in autumn on a Sunday because that is when Old Nick is himself out nutting [6].

By the way, the traditional residence of evil spirits - Hell is also associated with other countries, mostly neighboring: Финляндия – чертова сторонушка [11], If anyone doubt of purgatory let him go to Scotland and his doubt will be dispelled [3, p. 239]. In some parts of Germany until the middle of the XIX century people consider England to be another word for the nether world, world of the dead, which is also reflected in the language. German peasants use such expressions as the following: How the bells are ringing in England! (used during the funeral procession), How my children are crying in England! (used by a mother, yearning for her dead children) [5, p. 177]. At the same time, own country, region, and county are thought to be the only righteous: There are more saints in Cornwall than there are in the Heaven [4, p. 1], Славится Москва невестами, колоколами да калачами,

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Матушка Москва белокаменная, златоглавая, хлебосольная, православная, словоохотливая, В Москве сорок сороков церквей [11].

Thus, most of the features prescribed by naive mind to the other ethnic groups have mythological basis. Rating foreigners as hostile and dangerous creatures dates back to archaic beliefs that all those who came from the outside and do not belong to the nearest community, represent the "other" world; they are strangers and possess supernatural properties. In traditional Russian and English folklore evil spirits are the first outsiders, so their similarity to foreigners is obvious.

References1. Ammianus Marcellinus // Greek and Roman authors on Jews

and Judaism. T. 2. Moscow. 2000. 2. Baranowski B. W kregu upjorow I wilkolakow. Lodz, 19813. Baring-Gould S. Curious Myths of the Middle Ages. London,

1877. 4. Courtney M. Cornish Feast and Folklore. Penzance, 1890. 5. Hardwick Ch. Traditions, Superstitions, and Folklore (chiefly

Lancashire and the North of England). London, 1878. 6. Latham Ch. Some West Sussex Superstitions. London: Taylor

&Francis, 1878.7. Redfield R. The Little Community: Viewpoints for the Study of

a Human Whole. Uppsala and Stockholm, 1955.8. Strathern P. Machiavelli in 90 minutes. Chicago: Ivan R.Dee,

1998.9. Белова О. Евреи и славяне. Народная магия в регионах

этнокультурных контактов // ruthenia.ru10. Богораз В.Г. Областной словарь колымского русского

наречия //Сб. ОРЯС. Спб., 1909. Т. 68, № 4. 11. Даль В.И. Пословицы, поговорки и прибаутки русского

народа: Сборник в 2-х т. СПб.: Литера, Виан, 1997.12. Мифологическая энциклопедия. М.: Книга и бизнес, 1998.13. Словарь орловских говоров. Ярославль, 1989. Вып. 3.14. Чубинский П.П. Труды этнографическо-статистической

экспедиции в Западнорусский край. Спб., 1872. Т. 1. Легенды, загадки, пословицы, колдовство.

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15. Элиаде М. Миф о вечном возвращении // Космос и история. Избранные работы. М., 1987.

ENGLISH LEGAL ANTONYMS IN CONTEXT: COORDINATED, ANCILLARY, AUTONOMOUS AND

COHESIVE ANTONYMYA. Mynzak

Chernivtsi National University, Chernivtsi, Ukraine, mynzak@yandex.ru

There exist several criteria of selecting antonyms: lexico-semantic, grammatical and functional. The latter one is the most notable and is based on the regular opposition of antonyms in language (lexicon) and speech (text) [6; 7]. It is regarded as the most essential criterion because antonyms can not exist and can not be coined without text. The plausibility of this criterion has also been proved by psycholinguistic experiments [1]. The opposition of two words is only possible in a sentence i.e. context. A context wherein a word is used with its antonym and is directly opposed by it is an antonymic context. The issue of antonymic contexts has long been discussed in linguistic literature, e.g. “Co-occurrence and Antonymy” by Fellbaum [2]. The author provides a number of common syntactic frames of co-occurring antonyms listed below:

(both) x and yx and y alike(either) x or yfrom x, to y

x as well as yneither x or ynow x, now y

Fellbaum points out: “When antonyms occur in these frames, they usually constitute the most salient points at either end of a continuous scale, which expresses an attribute. Referring to the salient antonymic values of that attribute can have the effect of denoting the entire range of values, even if the antonyms may not be endpoints of the scale” [2, p. 290].

Similar contexts have been singled out by V. Komissarov [7]. The main drawback of these classifications is that they are based on formal and syntactic criteria, i.e. various conjunctions and adverbs are used to unite two antonyms in one single context. Such antonymic contexts can not be fully applied to elucidate the functional aspect of antonyms in text. So in order to group legal antonyms we employed a

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classification which is mainly based on semantic criterion. It is presented in S. Jones’ investigation “Antonymy: A Corpus-based Perspective” [3]. The author applied semantic relations between antonyms in a sentence to distinguish the classes of opposites. In the process of analysis 10 classes of antonymic contexts have been singled out: coordinated (50,3), ancillary (13,5%), autonomous (11,3%), cohesive (5,5%), negated (4,6%), transitional (4,2%), conflicting (3,8%), comparative (2,7%), distinguished (2,1%) and minor classes (2 %) of antonymy. The data for the research (5102 contexts) was retrieved from the Corpus of Contemporary American English [5]. We have to admit that Jones’ classification was supplemented by two classes (Autonomous and Cohesive Antonymy). Below a short overview of coordinated, ancillary, autonomous and cohesive antonymy is presented.

When an antonymous pair in the database was found to signal inclusiveness or exhaustiveness of scale, it was assigned to the class of coordinated antonymy, e.g: ... including in the form of contaminants, invasion by nonindigenous species, habitat degradation and destruction, legal and illegal fishery resource harvest levels, and sea lamprey predation (Owen R. “Essential Tort Law”). In this sentence legal and illegal reaffirms the inclusiveness and identifies the scale (wealth) against which this inclusiveness is measured. In another illustration: ... we find that we have included within the definition of investment contractual rights by reference to all property, tangible or intangible, acquired in the expectation ... (United States Law Journal, 2000, Vol. 26, P. 107) antonyms tangible or intangible serve as an optional attribute of property. This exhausts the scale in question and, once again, shows antonyms functioning in a ‘coordinated’ fashion – they work in unison, creating no overt element of contrast, and encompass all points on their given scale [3, p. 61]. Coordinated antonymy is the most frequent class (2574 contexts, 50,3%). In addition it is common for both types of antonyms (affixal and root). Some antonyms (domestic – foreign, lay – professional, legal – illegal, tangible – intangible, natural – unnatural, dependent – independent etc.) are predominantly used in coordinated context of antonymy. On the whole affixal rather than root antonyms tend to be used mainly in this type of context. Coordinated antonyms are usually conjoined by and or or. In general terms, those linked by

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and can be seen as inclusive; those linked by or as exhaustive [3, p. 63]. A variation on this framework occurs when X or Y is preceded by how. This creates a gauging mechanism against which a given concept can be measured, e.g.: Anyone who wonders how sound or unsound they are must consider carefully and dispassionately the arguments offered in their support and the counterarguments advanced by their critics (Owens K. “Law for non-law Students”). The antonymous pair in the sentence above exhausts its given scale, but does so in a different manner from those X or Y contexts examined previously.

Sentences which contain ancillary antonymy (13,5%) feature two contrasts: one arising between antonyms and one arising between another pair of words or phrases. The latter contrast is often closely related to the former, and it seems that the antonymous pair was partly responsible for generating (or at least affirming) this new opposition, e.g.: But if the accused raises the defence of diminished responsibility or automatism the prosecution will be allowed to rebut with evidence of insanity (Barker D.L.A. “Law Made Simple”). The legal antonyms the accused – the prosecution (A-pair, because the two units are both antonymous and ancillary), that could be found in a dictionary, are linked to another contrast of the sentence raises the defence – rebut with evidence (B-pair, because it is the second contrast of the sentence). B-pair is a more important contrast of the sentence, while A-pair is one of a number of factors which contribute to the overall contrastive nature of this sentence.

A sentence is undoubtedly a center of antonymic context where antonyms perform the functions of negation, transition, comparison, distinction, contrast etc. An antonymic pair represents one whole, so in a sentence two antonyms will also work in unison, e.g.: The fast track is important because it means that Congress must approve or disapprove any resulting agreement by a single up or down vote (United States Law Journal, 1991, Vol. 17, P. 23), where opposites approve – disapprove constitute a predicate of the sentence. However, there is a number of instances (11,3%) when antonymic contexts have different characteristics i.e. they perform distinct syntactic functions. Such antonymic context is called autonomous. To investigate such cases syntactic analysis was applied (sentence subdivision into subject, object, predicate, attribute, adverbial modifier). This will help to reveal syntactic correlations between

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opposite notions in a sentence. In the process of investigation several patterns have been singled out. Let’s review the most common ones. In speech antonyms are mainly used to denote a quality of an object, hence in a sentence they are represented by attributes. Consequently, many patterns include it. A frequent pattern is one that includes an attribute accompanied by a predicate, e.g.: Held: that the Y company acted with the lawful object of protecting and extending their trade and the means used were not unlawfull (Barker D.L.A. “Law Made Simple”). In this context antonym lawful is an attribute (modifier) of object, whereas unlawful is a part of compound predicate. Besides these antonyms belong to different clauses of this sentence. This helps to distribute the contrast throughout the whole sentence skipping a chance to concentrate it in one clause. A less frequent type of autonomous antonymy is a pattern represented by attribute and object, e.g.: The injustice of permitting a felony punishment on conviction for conspiracy to commit a misdemeanor is described by the late Hon. Grover M. Moscowitz (United States Law Journal, 1997, Vol. 29, P. 121-123). A noun felony in this context is used as an attribute because it is a part of N+N constriction felony punishment. However, the most common are the subject-object correlations between antonyms in a sentence, e.g: They might likewise have expected that a general requirement that the punishment fit the crime would invite later generations to formulate their best moral theories of proportionality (Harvard Journal of Law & Public Policy, 2004, Vol. 28 Issue 1, P.119). A subject punishment is directed towards object crime. These relationships can be represented schematically:

Draft 1 SUBJECT PREDICATE OBJECT

А1 А2

the plaintiff is indicting the defendantThe Position of Antonyms in Actant Framework

This actant framework consists of three parts: subject plaintiff which is a bearer of an action; predicate expressed by is indicting; the action of the subject is directed towards an object defendant. Such

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distribution of antonyms is typical for the terms that denote various subjects of law, e.g.: judge – criminal, offender – victim, plaintiff – defendant, adult – juvenile, solicitor – solicitee, assignor – assignee, appellant – appellee, appointor – appointee etc. They are widely used in legal field to express the relations between legal entities.

Antonymic relations between language units can be employed to contribute to text cohesion – grammatical and lexical links within a text or sentence that holds a text together and gives it meaning [4, p. 41-42]. Cohesive antonymy (5,5%) is based on the opposite meanings of structural elements of text. The position of opposites in text can be: a) contact, i.e. they are located in one sentence; b) remote, i.e. in two different parts of text (sentences). Cohesive antonymy is only possible when antonyms are located remotely. Below a short overview of the major subtypes of cohesive antonymy is provided. In text antonyms are mainly introduced consecutively, e.g.:

Draft 2

Consecutive Introduction of Antonyms into Text

In such a case two opposites will be situated in two consecutive sentences of the same text (s1, s2), e.g.: A primary victim is one who participates in the events, in that he is in fear for his own safety or he puts his own safety at risk by acting as a rescuer. In such a case, ... . A secondary victim is one whose own safety is not at risk and he must, therefore, prove the factors set out in (a) and (b) below (Owens K. “Law for non-law Students”). Moreover, there is no sharp and vivid contrast between the two sentences. There exists another pattern of

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cohesive antonymy which combines contact and remote position of antonyms:

Draft 3

Referential Position of Antonyms in Text

In the introductory sentence (s1) the antonyms (X,Y) are allocated with the help of coordinated antonymy. The next sentences (s2, s3) provide the explanation of antonyms (X,Y) introduced in the first sentence, e.g.: There are two types of discrimination: direct and indirect. Direct discrimination is openly discriminatory and cannot be justified. Indirect discrimination is neutral on the face but discriminatory in effect ... (Barker D.L.A. “Law Made Simple”). The antonyms direct – indirect in this piece of text perform representative and explanatory functions. The initial sentence executes representative function by introducing antonyms into the text. In the next two sentences one can find the explanation of these terms by means of definition. Although the antonyms are located remotely, the contrast between the sentences is present due to initial antonymic context.

The cohesion that operates on opposite meanings is frequently used to consolidate sentences based on:

1. condition (17%) with the help of conjunction that introduces a hypothetical situation. Parallel grammatical construction may take an active part in the formation of such coherence;

2. time (20%), when antonyms are associated with some time period;

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3. definition (30%), when antonyms are introduced into the text consecutively. Afterwards their definitions are provided;

4. contrast (33%) that helps to oppose the antonyms which are situated remotely. Lexical indicators (although, versus, but, however, opposite to etc.) are frequently used in such cases.

Consequently, antonyms are not isolated and restricted units of speech. They are widely used to support structural and semantic organization of text.

Lexical antonymy is not just a conventional part of vocabulary. It is always incorporated into the text to denote various relations between opposite notions: coordination, ancillary, autonomy and cohesion.

References1. Charles W.G. Context of Antonymous Adjectives / W.G. Charles,

A.M. Miller // Applied Psycology. – 1989. – №10. – P. 357-375.2. Fellbaum C. Co-occurrence and Antonymy / C. Fellbaum //

International Journal of Lexicography. – 1995. – №8. – P. 281-303.3. Jones S. Antonymy: A Corpus-based Perspective / S. Jones. –

London; New York: Routledge, 2002. – xvi, 193 p.4. Mettinger A. Aspects of Semantic Opposition in English / A.

Mettinger – Oxford: Clarendon Press, 1994. – 205 p.5. The Corpus Of Contemporary American English (COCAE)

[Electronic resource]: 410+ million words, 1990-2010 / Brigham Young University; M. Davies. Provo, UT, 2007 – Mode of access: http://www.americancorpus.org.

6. Бобух Н. М. Антоніми в українській поетичній мові: Монографія / Н. М. Бобух. – Полтава: РВЦ ПУСКУ, 2007. – 321 с.

7. Комиссаров В. Н. Словарь антонимов современного английского языка / В.Н.Комиссаров. – М.: Международные отношения, 1964. – 288 с.

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ON THE ISSUE ABOUT THE USE OF ILLEGIBLE SETS FOR STRATIFICATION OF LEXICAL UNITS

IN THE LANGUAGE OF SCIENCEO. A. Shatun

‘Taganrog institute named after A.P. Chekhov (branch establishment) federal state municipal educational institution of higher education ‘Rostov State

Economic University (RSEU)’, city of Taganrog, Russia, shatun_olga@mail.ru

Terminology research in linguistics has got a long history, however, it is far from being exhausted. In particular, systematic vocabulary of the language of science is actively being discussed (K.Y Averbuch, A.C Gerd, V. P Danilenko, Y.A Klimovitsky, Z.I Komarova, V.M Leichik, R.G Piotrowski, V.N Prokhorova, V.A Tatarinov, A.D Hayutin, etc.). There are at least two points of view on the systemacity of terminology. Thus, V.M Leichik considers that the terminology, which has developed spontaneously and was not in order, and it cannot be considered systematic. B.N Golovin believes that a random cluster of terms doesn’t exist, since the world, some parts of which it reflects, is systematic and it is only possible to talk about different degrees of systemic of particular terminology systems. At the same time, the terminology is characterized by double systemacity: system of scientific concepts and system of language, a subsystem of which it appears to be.

If to consider the vocabulary of the language of science in terms of its consistency as subsystems of the common-literary language, it has been discovered that it is quite heterogeneous in its composition. It contains specific terms, which constitute the subject of author or of a scientific direction; interscientific (industry) terms which are used within the interdisciplinary complex; general scientific terms that represent the names of generalized, basic concepts common to the whole complex of sciences; the general scientific language that describes the logical relationships and provides logic, consistency and clarity of expression, and the words of common language. Schematically, this can be presented as following (see picture 1):

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Picture 1. Lexis stratification of scientific language

However, upon closer examination, it becomes apparent that the boundaries of these striations are diffusive. The phenomenon of terminologisation and determinologisation occur in language and some words appear in different stages of the process, making them difficult to unambiguously refer to a particular stratum. In addition, individual lexical units can operate as common then as general scientific terms that addressed the problem of the delimitation of the polysemy and Homonymy. Known ways to distinguish these phenomena (lexical, morphological and semantic) cannot be considered completely reliable. In some cases, synonyms to different values of the words are not synonymous relations among themselves and have not yet parted with homonyms of word-formation. Therefore, differences in the definition of borders of Homonymy and ambiguity are fairly common, and this in turn affects the quality of lexicographic descriptions.

However, under closer examination it becomes clear that the boundaries of these stratums are diffusive. The phenomenon of terminologisation and determinologisation occur constantly in the language and some of the words are in different stages of these

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higly specialized lexisinterschientific termsgeneral scientific termsgeneral scientific lexiscommon lexis

processes, which makes their unique reference to a particular stratum difficult. Apart from that, individual lexical items can function as both common items and common scientific terms, which addresses the issue of delimitation of polysemy and homonymy. Known methods for distinguishing the effects (lexical, morphological and semantic) cannot be considered completely reliable. In some cases synonyms for different words’ meanings do not come into synonymous relations between themselves, and homonyms still don’t split while word-building. Therefore, discrepancies in the definition of the boundaries of homonymy and polysemy are fairly common, and this, in its turn, affects the quality of lexicographical description.

Besides, the transferring of classification on the base of other languages, such as English, requires a comparison of the volume of individual lexical semantic units of the number of scientific terms. For example, the Russian сила correspond to the English force and strength; English technology - техника, technical term - not a technical term, but term in general. But these are quite simple examples of the mismatch of semantic volumes. Very often quite significant discrepancies are unnoticed on the surface. For example, the meaning of the term science in the Russian language - a sphere of human activity, the function of which is development and theoretical systematization of objective knowledge of reality; one of the forms of social consciousness including both efforts to achieve new knowledge and its result - the amount of knowledge that underlies at the base of scientific picture of the world; the designation of separate branches of science. System of sciences is relatively divided into natural, social, humanitarian and technical sciences.[1] The equivalent of that term is defined in the English Science - knowledge about the structure and behavior of the natural and physical world, based on facts that you can prove, for example by experiments [ 2, p. 1142 ] . As it can be seen from the definition, the English term is only valid (and exclusively) to indicate instrumental research disciplines (chemistry, physics, etc.), the data of which are verifiable and much narrower semantic space compared to correlating term of the Russian language. That is why to define humanities, which cannot be described as science from an English mentality point of view, terms humanities or humanites have been introduced. The introduction of additional terms let remove

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lacunar sphere in the semantics of the word science, and "grow" the semantic scope of the term in the English language.

In this case it is impossible to distinguish linguistic phenomena strictly and to create an unambiguous classification in accordance with a characteristic set of differential features for each stratum. The presence of a large number of events in the language combining features of different units and, therefore, not fitting into the strict boundaries of traditional classifications, stimulated the search for concepts that take into account transitional effects. Precisely transitional cases represent greatest interest to researchers because they provide an opportunity to describe a "living" language, and formulate the laws of its development.

One of the ways to describe these phenomena may be the use of field theory, which allows the transitional phenomena. In linguistics field is called to be some arbitrary non-empty set of language elements. In the interpretation of V.G Admony field is characterized by the stock elements connected by system relations: the central part – the core elements of which have a complete set of features, determining this group, and the periphery, which elements do not have all the characteristic features of the field, but may also have some characteristics of neighboring fields which may be several. The further distance from the core the weaker dominant features are. Optional characteristics appear [3]. Therefore, the peripheral elements have an incomplete set of features and can simultaneously belong to several fields, combining their features.

In appliance to the study of the meaning of words, in linguistics component analysis method is used in which linguistic meaning is divided into minimum units. Most of these units are called semes. In particular, the following development of analysis is possible:

1. Selection of word and its graph.2. Choice of lexical-semantic variants (using particular

dictionaries).3. Identification of the types of lexical meanings (direct-

figurative, motivated, unmotivated, free-bound).4. Building synonymous, homonymic, antonymous paradigms

for individual LSV.5. Building thematic paradigm.

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Lexico-semantic analysis of a specific nominative unit allows us to construct its meaning microstructure organized under the laws of the vocabulary of the language and to determine the lexical-semantic position. However, at present, no theory can be considered strictly scientific, if it has not been verified by mathematical methods and is not described by formulas. Mathematical justification of the linguistic concept of a field is the fussy-sets theory.

The logic of fuzzy sets has been proposed in 1965 by Lotfi A. Zadeh for the study of linguistic variables. " We call a variable to be linguistic whose meanings are words or sentences of a natural or artificial language" [4, p. 7]. Linguistic fuzzy sets usually are set by their description. The essence of fuzzy sets description comes down to what is generally indicated canon, feature or property and by that determines the identity of the object to the subject set. Some subsets can be distinguished by certain subfeatures inside the set. In literature we find this record:

B=∑i−1

n xμ (x)

where B – fuzzy set; µ(x) – membership function; xi – i-е meaning of standard scale

Membership function defines a subjective level of confidence of an expert in the fact that the specific value of the standard scale corresponds to a fuzzy set.

To describe fuzzy sets the definition of fuzzy and linguistic variable is introduced. Fuzzy variable is defined by a set (N, X, A), where N - is the name of a variable, X - a universal set (domain reasoning), A - fuzzy set upon X. The set of admissible meanings of the linguistic variable is called a term-set. Elements of term-sets can be defined by words of ordinary language, without the use of numbers, which is more natural for human beings. Psychologists have found out that almost all numerical information in human brain is verbally re-encoded and kept in the form of linguistic terms. The concept of linguistic variable plays an important role in fuzzy inference and decision-making based on approximate reasoning. But this does not mean that the linguistic variable cannot be specified by a numeric value.

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Using data from the seme analysis described above, it is possible to determine the number of stratum, which a lexical unit and the degree of relatedness to each of them belong to. The most interesting results of the study are expected in the research of polysemous units.

Thus, the theory of fuzzy sets allows us to characterize transitional phenomena of language with a help of linguistic variables. Linguistic variable has acceptable values of term-sets, which are set by both numerical information and linguistic terms. Everyday words are more acceptable for a man, but the use of numerical values obtained in seme analysis suggests an obviousness, uniqueness and persuasiveness of conclusions which together comprise what is traditionally regarded as a scientific objectivity.

Literature1. Great Encyclopedic Dictionary. Electronic resource

[http://dic.academic.ru/contents.nsf/enc3p/]. The IP address was checked 11.09.2013.

2. Hornby A.S. Oxford Advanced Learner's Dictionary. - Oxford University Press, 2000.

3. Admony V.G The syntax of the modern German language: The system of relations and system of construction. - L., 1973.

4. Zadeh, L. The concept of a linguistic variable and its application to the adoption of approximate solutions. – M., 1976.

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SECTION 8. Jurisprudence

PUNISHMENT AS THE TYPE OF COMPULSORY COMMUNITY SERVICE FOR JUVENILES ACCORDING

TO THE FOREIGN COUNTRIES LEGISLATIONAndrew Ashin1, Natalya Simagina2

1candidate of law, assistant professor of the Department of Criminal law and Procedure

The Vladimir State University named after Alexander and Nicolay Stoletovs;2assistant of the Department of Criminal law and Procedure

The Vladimir State University named after Alexander and Nicolay Stoletovsanyaovsyanikova@yandex.ru

In opinion of R. David, «try to limit legal science within borders of one state and expound and develop this science without ideas and experience of science of the other states – means to limit the opportunities of knowledge and activity. The jurisprudence as social science can't be studied properly only in purely national plan» [1, P. 33].

The main feature of criminal law in the majority of foreign states is the humanization of legislation in the field of juveniles’ treatment, mitigation of punishment or introduction of special types of punishment for this category of persons.

The term "alternative punishment" appeared for the first time in the European legal literature. Criteria of reference punishment to alternative are:

1) another mechanism of impact on the convicted, than isolation from society;

2) status of punishment as basic; is applied instead of imprisonment.

It is necessary to pay attention that "alternative punishment" was gained the popularity in the second half of the XX century. Generally, it is considered that imprisonment which was alternative to cruel and brutal punishment earlier, didn't promote reformation of convicted and their social adaptation.

Practically in all countries the name of a considered measure of punishment literally is translated as compulsory community service.

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Compulsory community service as a type of punishment was implemented for the first time into Criminal Code of Switzerland in 1971 and was applied only for juveniles aged from 7 till 18 years. After compulsory community services were appointed as the main punishment for juveniles and additional for adults in some cantons of Switzerland. That’s why; the criminal legislation of Switzerland was the first in the West to recognize compulsory community service as a main type of punishment [2, P. 91].

Among the Scandinavian countries the first compulsory community service as a type of criminal punishment was implemented in Denmark (in 1982) and Norway (in 1984). Since 1990 this type of punishment has been applying in Finland, and since 1991 – in Sweden. In Denmark, Finland and Sweden compulsory community service was implemented gradually: at first as experiment in a number of areas, and then - on the territory of all country. It should to notice, that in Sweden this type of punishment within the first 8 experimental years was appointed only to offenders aged till 21 year [3].

It is important to pay attention that compulsory community service in West Countries doesn't mean the sources for the budget replenishment. The main objective of this type of punishment is educational influence on convicted who gratuitously works for good of the community; thereby they try to justify the trust given them and atone the damage of a crime.

Usually, the nature of performing works is defined by court or the service executing punishment, in coordination with self-governing authorities or the organizations. The samples of such activities:

- the cleaning and decoration of parks, gardens, squares, streets;- the tree planting;- the painting and repairing of fences;- laying of gardens and flower beds;- the decoration of public buildings;- the production of probation service of consumer goods for sale

in workshops;- vegetable growing and their packing for senior citizens;- the ministration for senior citizens and afflicted persons [4,

P.74].Further, we will study the application of compulsory community

service in some foreign countries.151

In the criminal code of Czech Republic the compulsory community service is alternative to imprisonment and can be awarded as the only sanction, and in combination with others (for example, the monetary sanction, a proscription, etc.) [5].

In the USA the compulsory community service can be stand as one of the conditions of sentence service in the type of probation.

System of punishment in Great Britain is that the juveniles offenders not only put into the closed institutions and point the conditional sentence, but also the measures unconnected with isolation from society can be implemented for them, according to the issue of the relevant orders, such as:

the petition to send up to Collegiate organ on juvenile affairs; the petition to amends; the petition to pass the rehabilitation program.

The petition of great interest is to pass the rehabilitation program. This type of the petition is the list of 15 feasible constraints with requirement for performance of voluntary works among them (for 16-17 juveniles). The overall time of this kind of work shouldn't be less than 40 and more than 240 hours. As an example, there can be works in "hospice", in football club, in church, in recreation center for senior citizens, and work with local initiative groups [6, P. 47].

In the criminal legislation of Sweden compulsory community service may be of two types:

1) compulsory community service with supervision;2) compulsory community service with conditional

sentence (assigned amount of hours). Assigned amount of hours can't be less than 40 and more 240

hours, depending on degree of the perpetrated crime. At the same time, the court defines fictitious term of imprisonment (i.e. term in case of disruptive behavior of convicted) [7].

In Finland compulsory community service is appointed instead of conventional imprisonment, according to Art. 1 of the Law of 1996 № 1055 «About compulsory community services». 50% of places for implementation of works are provided by municipalities, 40% – by non-commercial organizations; participation of the state in this process is minimized (2%). It should be mentioned, that till 1996 the uniform system of criminal sanction for full aged and minor persons acted in Finland [8, P.146].

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Unlike the Russian legislation, there is only one type of punishment applied for juveniles in Germany is imprisonment. As a rule, imprisonment is appointed in the case of serious crime commission by the juvenile (murder, robbery with aggravating circumstances) or, when rehabilitation of this person is impossible without application of this punishment.

The compulsory measures of educational character are: to place the duties for public apology and achieve

accommodation with complainant; to compensate the damage caused by efforts of the juvenile; probation of parents and other person worthy of trust; compulsory community services and other measures [6, P.51].According to S. Egorov and V. Tychinsky the popularity of

punishment in the type of compulsory community service is explained by possibility of their application to the most widespread criminal offence and to those persons who after completion of sentence can to tale full role in society life, owing to the young age [9, P.26].

Due to the above matter it is possible to make the following conclusions.

First of all, in a number of foreign countries this type of punishment is considered as the main (Armenia, Holland, Latvia), and in some others – as an additional type of punishment in the range of the basic (Spain, Kazakhstan). Some time it occurs that in the criminal legislation of the foreign states classification under the main and additional types of punishment. The compulsory community service is provided as alternative type of punishment (Lithuania, the Czech Republic).

Secondly, terms of compulsory community service is various. As a rule, the maximum term is approximately from 200 to 300 hours, and minimum – from 20 to 50 hours.

Interesting feature is that in some countries compulsory community service isn't obligatory and appointed at request or by agreement of convicted.

It is important to note that this type of punishment doesn't provide supersession unserved part of punishment gentler type of punishment and release on parole.

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In case of malicious evasion from serving punishment they are replaced, as a rule, with imprisonment. Though, there are such types of punishment as arrest, custodial restraint and penalty.

Literature1. David R. Main legal systems of the present / R. David.

M., 1967. 2. Criminal law of the foreign states. General part : study

guide / Edited by I.D.Kozochkin. M., 2003. – 576 pages.3. Voronova E. Creation of probation service for juveniles

in Russia [Electronic resource] // Juvenile judiciary in Russia - Publications and performances. URL: http://www.juvenilejustice.ru/documents/doc3/ss/vr.

4. Borodina A. Application of punishment in the type of compulsory community service in the Russian law : Ph. D. thesis in Juridical Sciences / A. Borodina. – M., 2011 - 233 pages.

5. System of probation in the Czech Republic [Electronic resource] // Questions of juvenile justice. URL: http:// http://juvenjust.org/index.php?showtopic=1190.

6. Shilovsky A. Compulsory measure of educational character: state value and future development / A. Shilovsky. – M., 2009. - 59 pages.

7. Dvoryanskov I. Application of alternative types of punishments in Western Europe, the USA and Russia (comparative law research) / I. Dvoryanskov I., V. Sergeyeva, D. Batalin. – M., 2004. – 90 pages.

8. Legislative Review of the Scandinavian and Baltic countries on probation service (criminal supervision). Series of «Human right». St. Petersburg. 2005 – 243 p.

9. Egorov S. Foreign experience of an execution of the punishment in the compulsory community service / S. Egorov, V. Tychinsky // Vedomosti of correctional system. - 2004. - № 5. – P. 22 – 27.

THE PROBLEMS OF FRAUD QUALIFICATION IN THE BANKING FIELD

O. Ruzevich, A. Krasilschikova154

Ruzevich Oleg Ruslanovich, Ph.D., the Head of the Department of Criminal Law and Procedure Law Institute, Vladimir State University named by

Alexander G. and Nicholai G. Stoletovs,Krasilschikova Alla, Graduate of the Department of Criminal Law and

Procedure Law Institute, Vladimir State University named Alexander G. and Nicholas G. Stoletovs

anyaovsyanikova@yandex.ru

Recently, the cases of fraud, sometimes with identifying the concept of "fraud" and "theft", are often reported in the media.

Let us consider what the difference is between these two concepts, and what difficulties arise in the definition of crimes as theft or fraud, the examples of crimes in the banking sector.

In the words of the historian N. M. Karamzin: "This is a consequence of the past. To judge the first we should remember the last. "That is why, in considering the proper training and sharing of such crimes as "theft" and "fraud" it would be better to begin the consideration of these concepts starting with the development of the Russian law.

The first mention of fraud in the Russian legislation can be attributed to the Articles of Laws in 1497, but especially the signs of fraud in individual crimes are not isolated but treated as a kind of theft. A Code of Law of Ivan the Terrible in 1550 already establishes criminal liability for fraud. The Article 58 of Laws 1550 establishes the following rule: "A crook has the same penalty as the thief. If someone has suffered from deceiver and does not report it (to the state), a lawsuit disappears, and in any case the crook should be beaten with the whip. "[4, p. 45], i.e. the concept of fraud and a liar is identified. As you can see from this article, the legislator does not share the concept of "fraud" and "theft" by identifying them, but to use the term "fraud" does not designate it as a definition.

Further, the liability for fraud has been established be the Council Code of 1649, where Art. 11 and 15 identified as violent fraud associated with deception. But, Art. 11 Sec. XXI of this legislation merely repeats the provision of Laws, establishing liability for fraud, but more severe than the Law Code of 1550: "... and a crooker gets the same decree as the thief gets for the first theft (beat whip, cut off the left ear and jailed for two years). "

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Under Peter the first’s rule the term "fraud" was not applied at all, as evidenced by the Military articles in which theft is committed by the means of deception, qualified as theft. For the first time, the legal definition of fraud was stated in the decree of Catherine II from April 3, 1871 "On the court and the penalties for theft of different genera and about the establishment of houses of workers in all provinces." According to paragraph 5 of the Decree "theft fraud appears, if somebody is in the Market or otherwise throng and takes out from somebody’s pocket, or deceits, or takes away suddenly, or cuts dresses on the floor, or steals the gimp, or picks cap, or buys without paying money absconding, or deceits, or sells fabrication, or gives a fake for the authentic, or gives the short weight or measurement, or assigns what does not belong , without the consent of whose it is. "

In this case the legislator highlights, as an alternative, this essential feature of fraud as a deceit, that we can say that there are the tendencies distinction between "theft" and "fraud."

Nowadays, the Russian Criminal Code divides the concept of "fraud" and "theft". Article 158 of the Criminal Code of the Russian Federation (CCRF) determines that the theft is the secret larceny of another's property, but also when fraud is the theft of another's property. Article 159 of the Criminal Code provides that "fraud - it is theft of another's property or the acquisition of another's property by fraud or breach of trust." How, then, is it possible to distinguish these two related elements of crime?

The qualifying bodies of a theft and fraud are very similar. The main object of a criminal assault is the property of another, in both cases. The subject and the subjective side is almost the same. The main difference is the objective side. Comparing the compositions of theft and fraud, it should be noted: the objective aspect of theft (Article 158 of the Criminal Code) is characterized by the fact that the subject withdraws from the possession of another's property against his will, without his consent and does it secretly. It means that theft there does not have such feature as a voluntary transfer of property of the victim, the offender, according to the definition is given in the narrative dispositions of article 158 of the Criminal Code, secretly takes possession of another's property. [3] Whereas with the implementation of fraud the victim himself the owner of things due to the use of deception or guilty of his trust, removes the property from their

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possession, passes it to the offender, provides the latter in respect of the property entitlement of ownership, use, management and disposition even if the property is transferred to the ownership .

From the above, it can be concluded that the detection of fraud or breach of trust is one of the criteria by which the bodies of the crimes "fraud" and "theft" should be limited.

It seems that the concept of "fraud" and "theft" in the Russian legislation is separated, and that is so hard to determine the qualifying structure. In a "fraud" an individual is deceived, in “thief” an individual gets the property stolen without the participation of the individual. However, the difficulties have arisen in the qualifications for specific crimes such as the crimes in the banking sector, particularly the crime involving bank payment cards.

Distribution of plastic cards has naturally led to a large number of fakes. Here the question arises, if the offender took advantage of a fake or someone else's plastic card whether it's a scam? After all, he does not deceive the owner of funds, fraud or employee Trade Organization or employee of the bank is exposed. Could it be just stealing? In practice, the courts face such difficulties. As a result of 27.12.2007, the Plenum of the Supreme Court of the Russian Federation shall issue Decree № 51 "On judicial practice in cases of fraud, embezzlement," which clarifies the offense with bank cards.

In particular, the paragraph 13 of the above Regulation explains, " embezzlement of someone’s funds does not constitute a fraud through the use of pre stolen or fake credit (estimated) card, if the issuance of cash carried by an ATM without the authorized employee of a credit institution. In this case, the deed must be qualified by the relevant part of Article 158 of the Criminal Code.

The theft of other people's funds held in bank accounts by using stolen or fake credit or payment cards should be classified as fraud only in those cases where a person by fraud or breach of trust misled authorized employee of credit, trade or service organization (for example, when using a debit card to pay for goods or services in a shopping center or a service, the person shall sign a receipt for the purchase instead of the legitimate cardholder or makes a false passport in his name) "[1].

Thus, the Supreme Court of the Russian Federation, first pointed out that fraud cannot be qualified as a criminal act without the

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participation of an individual (including ATM cheat or not to abuse his trust). Second, regardless of the fact that the owner of the means by plastic card is one individual qualifies fraud and with the participation of other individuals (such as employee fraud, credit, trade, or other organization).

In 29.11.2012, the Federal Law № 207-FZ "On Amendments to the Criminal Code of the Russian Federation and Certain Legislative Acts of the Russian Federation" was accepted, which confirmed the above findings of the Supreme Court of the Russian Federation.

This law introduced articles that reflect the characteristics of fraud in a particular area, particularly in banking. Due to the nature of banking crimes, such a division is considered quite acceptable.

Thus, the legislator, in confirming the above Supreme Court of the Russian Federation, identified the subjects of the fraud with bank payment cards.

However, the selection of articles on fraud in their specificity is not always perceived positively. So, Koretsky D. A. and Kurinova Y. I. note that "explain the modification of the criminal law of fraud (the selection of individual items) is very difficult. After all, if the break to its founding logic, we should introduce a "daughter" articles in other formulations, for example, you can select separate pocket, apartment, car theft, rape or compounds, depending on the place of execution (in the park, in the house, in the attic, etc.). It is quite clear that this is a dead end and the absurd way that undermines the universality of the criminal law ". [2]

One can quite agree with the authors of the article, but not completely. The fact is that fraud, particularly in the banking and insurance sector, (that and allocated separate article), is very specific. Fraud in this sphere is involved many organizations and individuals. For example, in the crimes of plastic card the owner of money is the same person, the cardholder is another person, a cheat, as a rule, is the third person. According to this specificity the Supreme Court of the Russian Federation explained that the deceit of employee or commercial lending institution with a payment of a credit card is a fraud, despite the fact that the owner of the cash is not deceived (i.e., with little need it can be brought under a theft). In this connection, the establishment of a clear notion of plastic card fraud in the criminal law for the proper training is a step forward rather than back.

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Of course, the difficulty of separation of fraud and theft occurred not only in fraud with bank cards. With the theft of securities, including bank certificates the problems with the qualifications can also be observed. But here, the Russian Supreme Court came to the aid of the lower courts.

In particular, the paragraph 10 of the Resolution of the Plenum of the Supreme Court of the Russian Federation of 27.12.2007 № 51 explains, "a secret theft of securities does not constitute a fraud, it means such securities on which the right may be certified by them to carry out any of their holder (bond bill, the action, the bank deposit book to bearer or other documents related to the number of the law of securities). Deed, in these cases should be classified as theft of another's property.

The following implementation of rights certified secretly stolen bearer securities (i.e. the receipt of cash or other property), is the disposal of stolen property, and does not require additional qualifications as theft or fraud. "

In this connection, the theft of bearer securities will be qualified as theft, even with the implementation of the above securities. When registered securities offender will have to forge their documents, a fact that will be linked to fraud.

Thus, theft and fraud have much in common. Proper qualification depends on the rules of criminal law that must be applied and, therefore, affects the fate of an infringer. Banking is a very versatile and specific. Today, the division of theft and fraud in the banking sector with a view to the proper application of criminal law helped the Resolution of the Plenum of the Supreme Court of the Russian Federation № 51 dated 27.12.2007 "On the judicial practice in cases of fraud, embezzlement", and later adopted by the Federal Law № 207-FZ "On Amendments to the Criminal Code of the Russian Federation and Certain Legislative acts of the Russian Federation." Of course, not all bank crimes are covered by the Plenum of the above, and Federal law, however, some of the most common crimes today (in particular with the use of plastic cards) was underdone the modification for qualification. The complexity of certain specific to a particular economic activity requires constant improvement of the criminal law, and in this case, we believe that the legislature has chosen the right path forward.

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List of literature1. Постановление Пленума Верховного Суда Российской

Федерации от 27.12.2007 №51 «О судебной практике по делам о мошенничестве, присвоении и растрате» // СПС «Консультант плюс», 2013.

2. Корецкий Д.А., Куринова Я.И. «Почему взяточники и расхитители превращаются в мошенников?» // «Законность». №5. 2013.

3. Мархеев Д. «Актуальные проблемы уголовной ответственности за мошенничество. Вопросы квалификации мошенничества» // СПС «Консультанат Плюс», 2013.

4. Титов Ю.П. Хрестоматия по истории государства и права России. М., Проспект, 2012.

SUBJECTIVE RIGHTS ON ACCOMMODATIONS IN RUSSIA: LEGISLATIVE REGULATION

AND TRENDS IN SCIENTIFIC RESEARCH S. I. Suslova

Irkutsk Institute of Law (affiliate) of the Russian Law Academy of the Russian Federation Ministry of Justice, Irkutsk, Russia,

svetsuslova@yandex.ru

Numerous scientific studies of subjective rights on accommodations in the Soviet period laid the theoretical foundation for understanding these issues in contemporary Russian law. The minimum number of subjective rights that existed in that period, determined by the total state ownership of real estate units, however, prompts the need to assess the current system in the Russian subjective rights on accommodations, as well as the trends of their scientific study.

Evaluation of legislation. Analysis of the Russian civil and housing law (Chapter 18, 35 of the Civil Code of the Russian Federation, Sec. II Housing Code of the Russian Federation) suggests that at present time, an individual may possess more than twenty different subjective rights on an accommodation. In addition to

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property rights one should mention the subjective right of the accommodation owner's family member, the right of a tenant by social and specialized renting and the his family members' right, the right of a tenant under a commercial renting contract and the rights of people constantly residing with the tenant, the right of the temporary occupant according to all existing rent contracts and loan contract, the right of the borrower and his family member, the right of the legatee and the right of his family members, the right of a person receiving a rent and his family member's right, the right of a sub-tenant under social and commercial rent, the right of a member of a housing and housing-construction co-operative. Some of these subjective rights were generated by the Soviet legislation and are reproduced in modern legal acts virtually unchanged (the right of a tenant under a contract of social renting or temporary tenants). Others represent a reversion to the pre-revolutionary Russian schemes (the legatee's right). In reforming the civil law, it was proposed to use the scheme of usufruct. Considering these facts one should pay attention to the issues that still can not be worked out at the legislative level.

First, it is the lack of a clear approach to the system of property rights and their relation to the rights of obligation. The open list of property rights promotes the controversial assumptions of the nature of various subjective rights on accommodations and the implemented protection methods by the law enforcer.

Second, it is the existence of the cases within the norms of the law, in which the accommodation rights arise by court ruling without stating which subject right arises in this case. In other words, a person acquires (or maintains) the right of residence without specifying opportunities and oughts acquired in this case. However, in accordance with legislation in power the court has the right to make such a decision in two cases, in accordance with Part 4 of Art. 31 Housing Code (to preserve the residence rights of the former family member of the owner), and in accordance with Art. 687 of the Civil Code (in the case of termination of the commercial tenancy contract for cause).

Third, in many cases, the legislation confirming the base of the subjective right, does not define its content, i.e. those legal options, which are attributed to the holder. Thus, in particular, Art. 33 Housing Code, which establishes the legatee's right to reside in the accommodation, determines only the possibility of state registration of

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this right, and Art. 34 Housing Code, confirming the right of the rent recipient on residing in the accommodation, makes it possible to establish the rights and responsibilities of a person living under the rent contract by agreement of the parties.

Fourth, constantly balancing between the interests of the owner of the accommodation and other persons with derivative subjective rights on the accommodation, the legislator applies the right enshrined in the Housing Code (Article 1) concerning the deviation from the principle of equality of parties of housing relations. As a result, the content of subjective rights of the specific categories of persons is changed, which deprives them of the basic features that define the essence of the subjective right. A striking example is the situation with the right of the family members of the accommodation's owner: up to March 1, 2005 the holder of the subjective right was not deprived of the right to use with the change of the owner, hereupon the legal resolution of this situation is exactly the opposite. Currently, in the Project of the Civil Code, which passed its first reading in the State Duma, the right of a member of the owner's family is to be called usufruct, returning the features of the resale right on that object. Such instability of subjective rights, due to the discretion of the legislator, cannot be assessed positively.

These, and other aspects associated with inadequate legislation, require a more thoughtful approach to the study of these issues at the theoretical level.

Research. The tenant's and his family members right under the social contract of tenancy were the main subjective rights that were studied in detail by the Soviet scientists. Modern studies of these issues are quite diverse and include the basic subjective accommodation rights. In this respect, the greatest interest is the description of the subjective right of accommodation owners as well as renting relationships (social, commercial, specialized). However, we should note that the vast number of works emphases the description of the interaction of the initial subjective rights (generally, property rights) and derivative subjective rights. The issues of several subjective rights collision with each other is virtually not considered. However, this direction of research, in the current state of the housing policy in Russia, is one of the most challenging.

First of all, it is about the study of subjective rights 162

encumbrances. We propose to define dependability of subjective rights that produce encumbrances, which can be both vertical (subordinate) and horizontal (unsubordinated) levels. The direst dependence (the first level) is the relationship of property rights and another subjective right emerging on its base. The holders of direct dereliction rights include: tenants (in all types of rent contract); borrowers, the owner's family members, legatees, the recipient of rent, members of cooperative until full payment of the shares. This is the dependence of the vertical level. The relationship between derivative subjective rights forms the horizontal relationship. The origin of these rights is the right of property. However, being stated on an object, the following subjective rights act as encumbrances not only for the right of property but also in relation to each other.

The indirect dependence (of the second level) is the relationship of derivative rights and other subjective rights emerging on its basis. The latter (indirect derivative rights) include: temporary residents, subtenant, the tenant's family members under social and specialized contract; the family members lodged by the owner's family members, the borrower's family members, members of cooperative families, the subtenant's family members, permanent tenants under the contract of commercial rent. The dependence of the horizontal level is also possible with indirect relationship.

It should be noted, that despite a rather detailed research on particular issues concerning encumbrances being results of the subjective rights interaction under vertical dependence, the horizontal dependence has not been studied thoroughly. The simultaneous occurrence of the subjective right of the legatee, or the rent recipient, or the owner's family member, the borrower (direct derivative rights) or temporary tenant and subtenant (indirect derivative rights) requires the understanding of possibilities emerging in this case, and the consequences of such situations. As noted above, this task is complicated by the fact that the legislation is often silent about the possibilities that emerge for the holders of derivative subjective rights. In addition, the detailed analysis of practical cases demonstrates that the civil law is not able to take into account the whole specifics of the housing relations.

Let us illustrate the following with the example of a loan agreement. Imagine a case in which the accommodation was given to

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an individual under the loan agreement. At the same time there is one more commercial rent contract with another individual, which is permissible by Part 1 of Art . 700 of the Civil Code , which provides for the right of the lender to transfer things in gratuitous use of a third party. After that, the owner dies, and under the terms of the will the legatee can settle in the accommodation. However, neither the loan agreement ( Part 2 of Art . 700 of the Civil Code ) nor the commercial rent contract ( Part 1 of Art . 675 of the Civil Code ) terminates. Each of the mentioned subjective rights holders can own and use the accommodation, everyone has the right (following the agreement procedure with the owner, and in some cases, in the absence thereof) to settle other individuals, each endowed with a certain set of oughts. The difficulty of solving this situation associated with a complete lack of legal regulation of these relations, is also complicated by the following factors: a ) the lack of statutory features included in the legatee's right; b) the rule of Part 1 of Art . 700 of the Civil Code, indicating that when the lender transfers the property to such a person in gratuitous use (in this case, to the tenant under the commercial rent contract), this person acquires the rights under the previously signed contract of uncompensated use. The latter provision raises serious confusion. A literal interpretation of this provision means that the tenant is now in the owner's role, who has the right to terminate the contract with the borrower, and has the right to claim repair and overhaul from him. He becomes a person whose agreement one should get when settling in other persons in the accommodation. The inadmissibility of this scheme in the accommodation sphere seems more than obvious. Thus, this particular conclusion corresponds with the more general considerations concerning the need for a special legal regulation in the gratuitous use of accommodations within the housing legislation. In this respect, the emphasis should be placed not on their gratuitousness, but on the use of the accommodations for living.

This particular example demonstrates the need to expand the approaches to the study of the issues of subjective rights on accommodations in Russia.SECTION 9. Psychological science

THE VALUES OF A MODERN PERSON164

N. G. MakarovaPeoples' Friendship University of Russia, Moscow, Russia,

natali-mak@bk.ru

The problem of values in the modern world is not just relevant, but also very important for any researcher. Values are the basis of a personality and the direction of an individual and his way of life, the quality, the environment and more. The values refer to the moral and ethical aspects are formed in childhood, when a child becomes a reference point for his parents and close friends and then a reference group of friends. Skomorohova M. I. writes about it the following: "Modern psychological and educational research shows that the orientation of primary school children on moral values occurs in connection with the formation and development of the child as a whole person. The issue of moral values formation, the system that encourages the development of the spiritual needs of students, helps to accelerate their socialization, integration into society, of particular relevance "[2, p. 3]. It is written that the values help the child to painlessly integrate into society, learn to build communication skills with the direction of the setting values. When a child is inculcated the true and correct values from the childhood, then they may be left as his guide in life situations during his adulthood. Generally, if a child demonstrates the values acceptable in the community, then he will look back at them during his life. Furthermore, as expressed in the work of Skomorohova M. I. : "The value orientations are formed over a lifetime, but most of the sensitive development of moral value orientations is the age at which there are mechanisms of world and self-cognition" [2, p. 12].

Considering the values of the past century, it is safe to say that the emphasis was on youth spiritual aspect, and material values were not taken into account at all. The current generation of young people is more focused on the material aspects because of the new requirements of society which force people to pay attention and follow them if they want to be accepted by society.

Currently, the issue of wealth is very important for young people who are trying to meet the needs of the community that allow some young people to be successful, please yourself, to have what they need and to meet their own needs. And, as reflected in the work of N. V.

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Sidorova: "a fragile state of society is the end of the XX and XXI century began broadcasting generates the new meanings of life and values, and the Institute of Education at the same time plays a special role being a reflection of the deep foundations of culture" [1, p. 7]. In other words, the environment, culture, institutions of different kinds take part in the formation of values for each individual and for the whole group of people. Society defines some rules and standards that should be targeted to each person to meet generally accepted standards set by the public. However, there are situations in which a person does not find a harmony of himself, even if his requirements are fully satisfied. In this case, it is connected with the fact that in spite of the material world every person aims to the development of spiritual, moral and ethical side of his personality in varying degrees, conscious or not. And, as noted in N. V. Sidorova’s work: "Today we need the knowledge of ourselves more than ever, our place and our way in the future, which can cover the mind, emotions and the belief that human life has meaning" [1, p. 3]. This shows that the values and their definition give a human integrity, the basis of the individual and the meaning of life, the guide of which they are. Defining the concept of values it can be distinguished that they represent an essential for a person that determines the importance of attitude and personality credo.

Despite the current conditions and requirements for a person at a certain stage of its development any person wants to focus on the spiritual side. As noted Skomorohova M. I.: "At the present time, humanity is beginning to make sense, why it lives for, its roots. In this situation, the problem of ideological orientation of human, awareness of its place and role in society, the meaning and purpose of personal activity, responsibility for his actions become principal. The undoubted factor in the further development of social progress can only be a spiritually evolved person, a characteristic feature of which is the constant focus on the universal values of kindness, compassion, willingness to help in distress, conscience, etc. "[2, p. 11]. The new approach to the study of values is that values allow a person to know himself, to determine the presence of the existing qualities of the personality, discover your own inner peace. As reflected by V. V. Znakov and G. V. Zlevskii in the book about the value orientations: "The knowledge and the emergence of values is possible without changing the subject: the transformation itself opens to him a different

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view of the world in which the other not the previous values are significant. In turn, the values have the opposite effect on a person: they are not only light up his inner world in a new light, but also round off the very subject (of course not final and temporary, which implies further development) "[3, p. 7]. In other words, values are always associated with changes, transformation of the personality, which affect a significant aspect of meaning, in which the man is reviewing its existing paradigm, world outlook, beliefs, and focuses on the verges of re-emerging formations, improving his previous image. A rush to achieve self-realization and self-improvement can be achieved by forming the spiritual values of the individual. As noted by V. V. Znakov: "At such moments, a person understands his integrity in his entirety surrounding: he perceives and understands not only material, but also the common aspect of being [3, c. 89 characters].

Moreover, E. V. Galazhinskii notes: "The difference between the meanings of the values is reflected in the fact that the last states the accordance of items not with the actual needs but with the possibilities of man that become "tense" through the values” [3, p. 129]. In this case, the meaning is related to more simple options to adapt the individual in society, compared with the values that are more powerful and meaningful for the individual. The meaning may reflect on the presence of a person, and values affect the future and the past life and human activity.

In any case, the values line up to the individual in the sense of significant events that define their generation. It demonstrated in the N. E. Harlamenkova’s work: "... an expression of his relationship to a meaningful object in the form of self-determination and its approval is a key mechanism of formation of subjective or personal values in the process of becoming a human individual experience" [3, p. 150]. So, it turns out that the experience of each individual plays a huge role in shaping the value orientations of the person who sets the direction where there is a movement toward the individual.

Values can be linked with the interests, and it is possible to see what is currently fascinated by this or that person. The interests represent the values but in a small size. Considering the interests of the person, you can imagine the direction of the individual and it is possible to determine his future prospects.

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Thus, considering the values can distinguish some essential characteristics of them. First of all, the presence of values gives a person the opportunity to develop in the direction of self-improvement and strive for personal integrity, which further leads to its harmonization. Moreover, the values give meaning to the objects or subjects that are important for the individual and shaped by individual experiences and environments of varying degrees of interaction of the person with them.

List of literature 1. Сидорова Н.В. Онтологические основания ценностей и

ценностных ориентиров: автореф. канд.философ.наук: 09.00.01 /Сидорова Н.В. – Якутск, 2010. – 25 с.

2. Скоморохова М.И. Ориентация младших школьников на нравственные ценности в процессе обучения: дис. канд.педаг.наук: 13.00.01 / Скоморохова М.И. – Иркутск, 1997. – 171 с.

3. Ценностные основания психологической науки и психология ценнлстей / Отв. Ред. В.В. Знаков, Г.В. Залевский. – М.: Изд-во «Институт психологии РАН», 2008. – 344 с.

ATTRACTIVE FEMALE – MODERN VIEW ON CLASSICAL FENOMENON

D. Pogontseva168

Southern Federal University, Russia dashapgn@rambler.ru

Appearance discrimination is prevalent and widespread. At the present stage we can notice a growing number of studies on the role of physical attraction and the visual attractiveness or unattractiveness as a factor influencing the behavior of people in various fields of life (advertising, judicial decisions, employment, elections, etc.), as well as phenomena of categorization and discrimination aimed against the appearance of another .

Lookism is a fairly new phenomenon in Russia, while in America one of the first studies related to this issue was conducted in the 1980s. Under lookism one refers to any discrimination under the influence of different and varied evaluations of what is considered to be beautiful or not beautiful. This is one of the most common themes in European research - the study of the stereotype “beautiful - is good”. As noted by J. Olson and K. Marshuetz (Olson, Marshuetz 2005) beautiful people always get more benefits - from a higher social assessment to higher salaries. Through a theoretical analysis of this problem the authors note that almost all works on the attractiveness of appearance in one way or another affect the issue. They prove that as such a stereotype exists it often has an impact on all other evaluations.

In modern Russian psychology there are few studies on discrimination against people in appearance, with those that are being often associated with ethnic and racial characteristics. But ageism is considered within the framework of questions on recruitment, or discrimination against older people (the problems of pensioners). In Russian studies gender discrimination is quite often studied by, for example, AP Pyatov (2004), VS Rozhkov (2006), A. Smirnov (2005) and others, but the problem of appearance, as a factor in the evaluation and practice of discrimination has not been touched upon. At the same time a number of studies on various types of discrimination based on appearance evaluation (lookism, ageism, etc.) do exist in the Russian society. Also, it should be stressed that discrimination based on outward appearance is reflected in a number of foreign works within Russian psychology but this topic is just touched upon. These works are fragmented without evaluating the phenomenon holistically. On this basis, we can talk about the relevance of research into lookism for a better understanding of the Russian reality. In our work devoted to the

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study of representations of women in the sense of a ‘beautiful woman’ we interviewed 170 women in two age groups: conventionally referred to as ‘young’ (85 people aged 17 to 21 years) and ‘mature’ (85 people aged 30 to 55 years). We have proposed a series of questionnaires, including those directly or indirectly linked to the problem of ageism and lookism.

We asked the subjects to indicate the age range (‘from’ and ‘to’) which can be attributed to a ‘beautiful woman’. Respondents were presented with a scale ranging from 5 to 90 years with gradations of 5 years. In the analysis of the results we found that a beautiful woman is described as a woman between the age of 18.7 (sample average) to 55.6 years.

However, analysis of each of the group proved that for the young girls theage range was from 16 to 30 years, while in the ‘mature’ bracket this was from 20 to 60 years This conclusion is also backed up in light of Spearman’s correlation analysis, in which it was found that there is a direct correlation between age and such characteristics as the lower limit of age of a beautiful woman (r = 0.32; p <0.05), the upper limit of age of a beautiful woman (r = 0.21; p <0.05). Thus, the older the woman, older than those in the representation of the ‘Pretty Woman’, the older is her ideal of female beauty. This thesis is also confirmed by other data obtained by us. In our study we asked respondents to name the woman who is their ideal / standard of female beauty. In stipulating the ideal of a ‘beautiful woman 52 females provided us with names of famous actresses / singers.

In our study we analyzed the connection between the age of women participating in the study, the age of their ‘ideal female beauty’ and the age range which they attribute to a beautiful woman. In this analysis we found a direct correlation between the age of the study participants and the age of their ideal female beauty (r = 0.5; p <0.05). We also analyzed the age of the women identified as the ideal and the age range to which the study participants used the concept of the ‘Pretty Woman.’ We found that only 52% of women fall into the specified range while 48% are older than the upper limit of the age of ‘a beautiful woman.’ It should also be noted that among these ideals the young girls named actresses, known for their roles at an early age (Audrey Hepburn, Marilyn Monroe). Thus, we can assume that the

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manifestation of ageism in the women’s views on female beauty is more common among young girls.

Considering lookism, as a specific, discriminatory treatment of the other, depending on their appearance, we have identified a number of issues that may somehow reflect this phenomenon. Thus, one of the sets of questions included questions about the height and weight of beautiful women. In foreign studies it is noted that people who are too short or very tall are considered less beautiful, while people of average height and weight are evaluated as more attractive. In our study we found that a beautiful woman is described as a woman of medium height from 158 to 175 centimetres, with weight ranging from 48 to 64 kilos which also reflects this trend.

We have also analyzed the responses to questions related to the numerical description of the height and weight of beautiful women. Participants of the study reported on the line: there were 2 lines one showed weight, another height and people note/choose a section of this range of height and weight. Based on the height and weight of this ‘beautiful woman’, we calculated the BMI, calculated by the formula ‘weight divided by height squared’. This index is interpreted in accordance with WHO recommendations. Thus, we have identified four groups of respondents: 75% of study participants indicated a ratio of height-weight which is ranked as the ‘norm’, 14% reported underweight, 7% - for overweight and 4% for noticeably underweight. Moreover, among older women 85% reported the ratio of height and weight within the ‘rules’ and 9% - as underweight, but near normal and 6% - as overweight. At the same time, among young girls only 78% reported a normal ratio of height and weight, while 22% gave a relationship with severe deficiency or underweight. It should be noted that even those responses that belong to the ‘norm’ at the bottom of the range and reflect the state border must have been just - bordering on ‘underweight’.

We also analyzed the answers to the question: what were necessary characteristics in the description of the figure of a beautiful woman (from the anorexic thin - to obese). Thus, 45% of older women indicated that the figure of a beautiful woman was ‘one shaped to look like an hourglass or a guitar’, 35% - chose the response ‘a slim figure’ 13% - sporty, 5% - a full ‘body’, 2% - indicated that a beautiful woman ‘has a very thin figure’. Young girls picked ‘slim’ and ‘curvy

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figure’ (39% for each one) 12% - ‘sporty figure’ 3% - ‘very thin’ and ‘full figure’, and 2% "anorexic in thinness" and ‘full-size’. Thus, we can assume that young women are largely under the influence of media broadcast stereotypes about the weight of a beautiful woman and probably would discriminate against women who have a full figure. Yet in order to talk about discrimination itself one would have to carry out additional studies.

Also, we asked five questions which were based on the foreign studies cited above. Respondents were asked to assess how this or that characteristic applies to a beautiful woman, where 1 corresponded to the answer ‘absolutely not true’, and 10 points to ‘fully compliant’. So, we asked our subjects to rate statements such as ‘Beautiful women are more happy,’ ‘Beautiful women are more experienced because of their appearance,’ ‘A beautiful woman has more friends,’ ‘A beautiful woman has more enemies,’ ‘Most beautiful women are jealous.

The findings were as follows: ‘Beautiful women are more than happy’ – resulted in an arithmetical average of 6.7 points, ‘Beautiful women are more experienced because of their appearance’ - 6.2 points, ‘Beautiful women have more friends’ - 6.7 points, ‘Beautiful women have more enemies’ - 6.2 points,‘Most beautiful women are jealous’ - 7.5 points. These results as well as the frequency distribution of the responses suggest that the majority of the survey participants believe a beautiful woman to be happier (71%) when compared with other women; beautiful women to be more experienced because of their appearance (64%), often jealous of those around them (81%), having a lot of friends (68%) and enemies (57%).

Describing the relationship of beautiful women in the workplace 1% of respondents did not answer, 11% believe that beautiful women ‘are respected and do respect other people at work,’ 65% of respondents indicated that ‘ some people love them and some do not,’ 18% find that beautiful women ‘have the same relationship with all their colleagues’ and 5% of respondents believe that a beautiful woman ‘is not liked by her colleagues.’

Thus, we can assume that our findings show the relevance of the topic and go in line with the Russian mentality. As V.A. Labunskaya (2010) states ‘appearance is becoming one of the most important means of building typologies, selection and recognition of certain social groups, strata, describing lifestyles. Appearance ... becomes a way of

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visual communication and stratification.’ Thus, appearance is a factor of discrimination.

References1. Olson I. R., Marshuetz Ch. (2005). Facial

Attractiveness Is Appraised in a Glance. Emotion, 5, 4 , pp. 498-5022. Labunskaya V., A. (2010). "Visible Man" as a socio-

psychological phenomenon . Social psychology and society. 1, pp.26-39.

PSYCHODYNAMIC APPROACHES TO UNDERSTANDING MENTAL REFLECTION

Elena PolianichkoKyiv University named after Boris Hrinchenko, Kiev, Ukraine

pony2006@ua.fm

Depth psychology is focused on understanding the mental in its entirety (the conscious-unconscious), which opens up the prospects of psychodynamic and phenomenological approaches to diagnostic and corrective procedures based on the analysis of mental content. The motivations of the individual to the activity (specific tasks) in the psycho-correction do not reduce the level of spontaneity to display different lens of mentality in their continuum ordering at a deep level. Psychodynamic approach is based on the initiation of spontaneous activity of the subject promoting self-presentation of mentality in the materialized forms. Evidence of motivation of the respondent in this kind of knowledge is the spontaneous activity. It exacerbates the deep knowledge of aspects of mentality of the respondent in a dialogic interaction with a psychologist.

The actuality of the problem is due to the lack of scientific and theoretical, methodological and practical aspects of the presentation of the results of deep knowledge of the mentality in its ability to reflect reality. In this context, the problem is exacerbated by the mediation of the experience of the subject of archetypal symbols.

It is important to note that with the research function of the position the reflective understanding of mentality in its entirety (the

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conscious-unconscious) depends on the disclosure of the functional characteristics of mental, in his subjectivity. We stand in solidarity both with K. G. Carus, that "the key to the psychology of consciousness is in the unconscious," and with K. Jung - the truth "never lies within the boundaries of consciousness; it also includes unlimited room unconscious."

In content, the mind is a subjective reflection of objective reality. "Reflection is an interaction in which some phenomenon or its effects are reflected in the other." Mental reflection is perfect (presented properly) while subjective is peculiar only to the subject and depends on the internal prism of perception. All stages of genesis according to A.N. Leontiev are accompanied by sensual relationship: the emotional tone of feelings until a "sense of subject." The moment of knowledge in the "co-knowledge" stresses of the external world which is reflected in mentality. The subjectivity of mental is possible through the retreat from reality by the behavior of the subject of psychoanalysis.

According to the hypothesis of NAPS of Ukraine Academician T. S. Yatsenko, subjectivity of mental reflection is caused by the "objective (ideal) reality of the laws of functioning of the unconscious". [1] Individualized subjectivity manifests itself in the archetype, subordinate to the general laws of mental functioning.

The problem of objectivity remains relevant in scientific knowledge, especially in the psychoanalytic and depth-psychological approaches in relation to the specific subject of the study: a holistic mentality in its conscious and unconscious manifestations. Modern research conducted in the format of a psychodynamic paradigm (T. S. Yatsenko) opened the prospect of mental cognition in its entirety using the metaphorical-rendered assets (pictures, stones, modeling dough in the process of self-presentation, toys and other knowledge models).

Psychodynamic theory suggests that the visualization of material mechanisms is updated synthesis, selection, breeding on its significance, abstracting from the concrete story that promotes the knowledge of its meaning. The dominance of power centers introduced in the materialized means opens the prospects of scientific research and is the evidence base for the analysand in making diagnostic results and their use in the correction. It allows the subject to make sure with his personal material produced by its spontaneous and involuntary activity in the priorities of the internal motive power and definite behavioral

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pattern that may be relevant to a particular (everyday) situation which is masked by expediency or professional interest. At the stage of catalyzing the process of deep knowledge archetypal symbols contribute to the integration of contradictions in the way of leveling the struggles and antagonisms etc. The appeal of an archetypal image for consciousness is evident in its dynamic aspect. Therefore, involuntary deep knowledge of the subject's activity without the shaped material and creating the conditions for spontaneous, according to psychodynamic theory is difficult to implement. Thus, the archetype affects both the processes of conscious and unconscious areas of mentality in their spontaneous presentation. The archetype is not only a product of individual experience, it is latent, unconscious and universal. In the archetypes K. Jung sees the shape attitudes, perception and cognition which are inevitable and the determining a priori condition of all mental processes.

The leading component in the energy initiation of any behavioral act is the motivation that carries a certain emotion. The dominant motivation manifests itself indirectly and disguised in the spontaneous activity of the subject. "Unrequited" the conscious and the unconscious in the process of visualization in figurative and symbolic forms is maintained by the archetype. The last one has pre perinatal information and the ability to integrate with the mechanisms of symbolization (hint, condensation, displacement, location, etc.), as well as a psychological defense system in its basal and peripheral forms. Mental reflection of objective reality allowing distortions indicates ownership of the process of psychological defense mechanisms. According to Freud, the purpose of psychological defense is the weakening of intrapsychic conflict (stress, anxiety) caused by the contradiction between the unconscious instinctual impulses (id) and internalized demands of the environment (the superego) as a result of pro-social education of the individual. Freud associates with the protection of the basic functions of the mind: a device to trim and regulation that is actually means that protection is an integral part of the process of mental reflection, including waiting for results.

In the aspect of the stated problem psychodynamic theory and the method of active social and psychological knowledge is particularly important, the results of which synthesizes the "Model of the internal dynamics of mentality" [2].

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According to T. S. Yatsenko, psychological defense has a "dispositional character and is a holistic education including both the work of the consciousness and unconscious aspects." With the introduction of the concept of "disposition" the explanation of the determinants of psychological protection was made possible that allows you to deeply and systematically examine the internal structure of the subject's predisposition to the "protective" behavior. "The disposition of psychological protection depends on the previous experience of the subject and has a complex hierarchical structure, and functioning on the emotive, behavioral and cognitive levels" [3, p. 155].

In psychology, the cognitive level of mental functions is related to the conscious sphere. In psychodynamic theory (T. S. Yatsenko) hypothesis suggesting the involvement of the cognitive perspective to the unconscious sphere, specifically, asymmetric key which points to a diametrically opposite direction of energy, respectively, the logic of the unconscious ("a different logic"), compared with the logic of consciousness.

In the pro-social perspective, the cognitive level is set by the ideals of "I" and the normative values. The actual act of mental expression always has a "point of intersection" horizontal (base defense) and vertical (situational defense) which requires disclosure of the contents in a dialogic interaction with the subject to demarcate conscious and unconscious aspects. Semantic (notional) lens of the basal forms of psychological defense is set be the oedipal dependence of the subject, the pulses of which are dominant in the implicit structuring of mentality.

“Nonesxperimental” according to its own latency inherent logic influences the direction of the dynamics of involuntary behavior of the subject, thus forming the major trends in the behavior of the subject. At the same energy priorities of " nonesxperimental " seek to implement through the basal form of protection in terms of integration with situational protection operating mainly in pro-social way to maintain focus on the adaptation of the subject.

Basic protection is an individual experience through " nonesxperimental ", g. e. hides and turns into insignificance subject-individualized specifics which is inherent in every defensive "pa". At the forefront is the integration of emotive signs, as late effects (adversity) the person throughout his life. In these processes, the

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"dominant" plays an important role (A. A. Ukhtomskii) as a force capable to control all mental activity of a man.

We rely on the approval of academician T. S. Yatsenko, according to which the objective determinants of the subjectivity of mentality is in the unconscious. The tendency of mentality is free from the participation of consciousness and energy priorities made by " nonesxperimental " and they are dependent on the "latent processes created by the internal laws immanent inheriting from the mental in relying on domination of the residual stresses of emotive centers of repression '[4]. Thus, the effect of the archetype of mental reflection on the process involves a deep analysis of the behavior of the material in its entirety allowing to define the logic level of consciousness and unconsciousness.

Psychodynamic theory is based on the assumption that the scope of the conscious and the unconscious have both autonomy and relationship. The most important problem of depth-oriented professional psychologist is the ability to predict the probability of individual features of intrapsychic relationships, where archetype helps in its merger with the mechanisms of symbolization.

List of literature1. Яценко Т.С. Проблема глубинного познания психики субъекта в визуализированной самопрезентации [Текст] / Ежемесячный научно-практический журнал Общероссийской профессиональной Психотерапевтической Лиги, Психотерапия № 10 (118) 2012г. P.22-30.2. Яценко Т.С. Основи глибинної психокорекції: феноменологія, теорія і практика [Текст] / Т.С. Яценко. – К.: Вища шк., 2006. – 382p.3. Яценко Т.С. Психологические основы активной подготовки будущего педагога к общению с учащимися [Текст] : дис. докт. психол. наук.- Киев, 1989. – 359 p.2. Теория и практика глубинной психокоррекции: Шестая авторская школа академика НАПН Украины Т.С. Яценко [Текст]: сост. В.П. Андрущенко, А.В. Глузман – К.: Изд-во НПУ имени М.П. Драгоманова, 2012. – 226p.SECTION 10. Political science

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THE SYSTEM OF RUSSIAN FEDERATION FOREIGN PUBLIC INSTITUTIONS IN THE CONTEXT OF NATIONAL SECURITY

E. S. BarsovaVPO "Kuban State University" Krasnodar, Russia, e.barsova @ mail.ru

Modern states have chosen the path of stability and conflict prevention with a help of international institutions: create a universal system of security based on cooperation by the international law. Participation in international institutions is a necessary element of the national security system, which reveals an aspect of foreign policy activities of state institutions. This topic has a high degree of relevance, however due to the closure of object particularly the activities of the Ministry of Foreign Affairs it is difficult to analyze. In our view, it is important to fill the resulting gap: foreign policy of the state institutions should be reflected in scientific research, particularly with regard to domestic public policy. As researchers note: "an analysis of" political wrong side "of Russian foreign policy - a fairly new thing" [1, c.141]. This combination (in the context of foreign policy aspect of domestic public policy) can reveal the essence of many phenomena (including national security) which with the domestic political conditionality is under considerable influence of the environment, thus cannot be considered as a closed system research one level of internal or external.

Briefly, foreign policy of the state institutions can be designated as the provision of diplomatic means of national security, national sovereignty, territorial integrity and national interests of the Russian Federation in the international arena. Foreign policy activity is related to the strengthening of the position of the state in the global political process of innovation development and implementation of the modernization of national security, which are expressed in technological improvement and expansion of contacts.

In the conditions of globalization national security is at the coordination of the interests of world politics, it is carried out with the active participation of international political institutions. From the Russian Federation's strategic course state political institutions are being implement in this direction and classified as follows: 1) the higher organs of state power of general competence, endowed by the Constitution and laws of the Russian Federation, along with the other

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powers in the area of foreign policy (the President of the Russian Federation, the Government of the Russian Federation, the Federal meeting), and 2) a specialized state foreign body (the Ministry of Foreign Affairs of the Russian Federation), and 3) state, which is not a specialized implementation of the foreign policy of the country, but endowed with the laws of the foreign individual mandate (Security Council, the Federal security Service, the Ministry of Defense, the General Staff of the Armed forces RF, etc.). Also, public institutions asking for foreign policy can be divided into domestic- this includes all of the above agencies, and foreign - embassies, representative offices of international organizations, operating continuously, as well as the various delegations to international organizations, the existing limited period of time. Then the main role is played by the President of the Russian Federation - he formulates the basis of public policy including foreign and the main coordinating role assigned to the Ministry of Foreign Affairs, which is one of the first institutes of the Russian state. As explained by the Minister of Foreign Affairs of Russia Sergey Lavrov, "in accordance with the Constitution of the foreign policy of the country is implemented by the President. Ministry of Foreign Affairs is engaged in its practical implementation. In this case, our ministry provides leadership external information, make recommendations. But the basic decisions are taken naturally in the Kremlin "[2, p.9].

It should be noted that the institutional structure of the government agency providing national security in the context of the foreign policy of the Russian Federation corresponds to the system of political decision-making institutions. The head of the state is the President who makes foreign policy decisions - according to the Constitution, govern the foreign policy. The President shall issue appropriate orders, strategic policy documents that are addressed to the Federal Assembly to explain the state of the course, and also provides representation of our country in the international arena. The government under the Constitution of the Russian Federation intended to implement measures to ensure the country's defense, state security, and implementation of the foreign policy of Russia. In this case, apart from the Foreign Ministry, which is the part of the government and, as already mentioned, to perform the basic functions of coordinating the foreign policy, participation in the political decision-making on these

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issues take almost all ministries. The specialized and the most important ministries in the field of national security are: the Foreign Intelligence Service, the Ministry of Defence, the Federal Security Service, the Federal Border Service, Ministry of the Interior. Between the President and the executive structures are presidential administration (it includes the Office for Foreign Affairs) and the Security Council. The Department of foreign policy is primarily engaged in the analysis of information about international events – the data from all channels is gathered here: Ministry of Foreign Affairs and other ministries, the Foreign Intelligence Service, the General Intelligence Directorate, many analytical structures. The Department of foreign policy studies appeals to the President for International Affairs, prepares the President's speech on international issues and participates in the development of foreign policy strategy, prepares visits and interacts with the ambassadors. In turn, the Security Council is preparing a decision of the President of the Russian Federation on the development strategy of the country, providing the vital interests of the individual, society and the state from external and internal threats, a unified state policy in the field of national security.

The Federal Assembly, as a representative and legislative body, is endowed with a wide range of powers to determine the foreign policy agenda and implementation tasks. The Federal Assembly shall form committees and commissions, organizing parliamentary hearings for political decision-making, considering ratification and denunciation of international treaties. However, experts note that the Parliament is not fully using its own potential in the field of foreign policy of the state: "The Federal Assembly is not yet turned into a generator of major foreign policy initiatives in serious counterpart, and in some cases - and in a constructive opponent executive in charge of international affairs" [3, p.223-224].

The international governmental organizations are the main form of international institutions. The state authorities of the Russian Federation are building a system of contacts with them , the main tool of interaction are representative of the Russian Federation at the international ( inter-state , inter-governmental) organizations , coordinated by the Ministry of Foreign Affairs . In accordance with the presidential decree of November 8, 2011 N 1478 "About the coordinating role of the Ministry of Foreign Affairs of the Russian

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Federation in the conduct of a single foreign policy of the Russian Federation," the Ministry of Foreign Affairs must "ensure the participation of representatives of the Ministry of Foreign Affairs of the Russian Federation and members of diplomatic missions and consular posts institutions of the Russian Federation in foreign states , representatives of the Russian Federation to international organizations , regional bodies - the representative of the Ministry of Foreign Affairs of the Russian Federation on the territory of the Russian Federation in the Inter-ministerial committees, working groups and other bodies whose functions are related to the implementation of international activities , as well as in delegations formed to participate in international events affecting the foreign policy interests of the Russian Federation " . [4]

The Permanent Representative of the International Institute and the leaders of the various groups (delegations, groups of experts, representatives of the federal bodies of executive power, Russian government agencies, organizations, corporations and businesses, representative of the Russian Federation) have a special role - they are personally responsible for implementation of the Mission tasks and perform the necessary functions.

All fields marked with state institutions of the Russian Federation in the context of national security cooperate with international institutions, to a greater extent with the UN, OSCE, EU, NATO, CIS, CSTO, SCO, EurAsEC, which can be divided into two groups. The first group is the most influential international institutions with political centers in the West (UN, OSCE, NATO, EU), the second - regional institutions (CSTO, SCO, EurAsEC, CIS). It is important to note that these are the very institutions of education, despite the fact that some of them are reflected in the title of "organization". The Institute is wider than the organization, it represents not only the "establishment", but also "determination" (from the Latin. Institutum), reflects trends in the world politics, its focus on collaboration, minimize or reduce the intensity of political conflict.

Thus, national security cannot be provided only by domestic political means. It is linked to the global political process - the interdependence of states, as well as supplied by the availability of guarantees for national sovereignty, territorial integrity, and national interest of the public institutions in the world. It is established that a

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foreign policy activities is attracted by a wide range of public institutions, their responsibilities are defined, developed a system of interaction among themselves and with other international institutions. State institutions of the Russian Federation together define the strategic objectives and fulfill its objectives.

List of literature1. Салмин А.М. Изнанка внешней политики: внутренние

факторы в системе связей, обстоятельств и проектов РФ. // Полития. – 2001. - №5.

2. Diplomat. – 2004. - №8.3. Россия между Западом и Востоком: мосты в будущее. –

М., Международные отношения, 2003.4. Указ Президента РФ от 8 ноября 2011 г. N 1478 «О

координирующей роли Министерства иностранных дел Российской Федерации в проведении единой внешнеполитической линии Российской Федерации» // Информационно-правовой портал ГАРАНТ. Режим доступа: URL: http://base.garant.ru/12191547/ (дата обращения 2.09.2013).

SECTION 11 . Ecology

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ENVIRONMENTAL MANAGEMENT IN THE PRESENT STATE OF THE INFORMATION

S. S. RodionovState University of Land Management, Moscow, Russia,

stanislavrodionov@hotmail.com

In this new information state unit of culture (BEYONDgenetic ) has a predominant influence in the behavior of the person who is the subject of management in "The Man - The natural environment ." Consider what the new information state .

If we consider the species , in terms of information and algo ¬ rhythmic support, then in this case , every multicellular species can be classified into one of two categories:

- Species, in which information and algorithmic support of adult behavior is completely programmed genetically ( genetic code ) (these plants , mollusks, coelenterates , insects) - it is transmitted in ready to use form is inherited from generation to generation on the basis of the genetic mechanism of the type and installed in the body during the execution of the genetic program of development of the organism , from the moment of formation of the zygote ( the first cell of a new organism ) ;

- Species, in which information and algorithmic behavior of adults includes two components:

1. genetically caused ( genetic code ), which ( as in the first case) is transferred to a ready-to -eat form from generation to generation and is set during the execution of the genetic program of the organism ;

2 . individually built up by individuals in the course of interaction with the environment throughout its life ( people). - BEYONDgenetic information (basics of sociology , Volume 3 . Seconds. 9).

Attributable second category types are different from each other , the volume fraction ratio and information.

In fact , the second part is, all the information culture that is individual to the biological life process .

For clarity , the distribution of information and algorithmic support depict as information modules.

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Figure number distribution of information and algorithmic support of biological specimens (plants, mollusks, cnidarians, insects, etc.)

Figure number distribution of information and algorithmic support of biological specimens (human)

Conclusion: information and algorithmic support of human behavior has two components (modules): genetic (genetic code) and BEYONDgenetic (information culture or culture in general (Wednesday). Under the totality of culture is not genetically inherited in ready-to-eat type of information that is passed from older to younger generations on the basis of social organization (oracle: the social and political technology institute, 2009, with 23.)

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Over time, technology has increased the frequency of updates. Currently, replaced by several generations of equipment and technology in a generation. Over the lifetime of one man multiple changes taking place in the surrounding world (changes in the information society status). There is an increase in the importance of the influence of human behavior BEYONDgenetic module over genetic. Man must constantly develop, update all the new knowledge and skills.

Figure Changes in the ratio of frequencies of genetic information and BEYONDgeneticUg - refresh rate of genetic informationUc - refresh rate BEYONDgenetic information

People's behavior has become increasingly define BEYONDgenetic module . The described phenomenon is known as the ratio between the frequency of genetic and BEYONDgenetic information.

Culture is the carrier of another (other than instincts, unconditioned and conditioned reflexes ) of the form of socially

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determined behavioral information that each person receives the information environment of the society. ( Dead Water h 1 )

In this new information state unit of culture ( BEYONDgenetic ) has a predominant influence in the behavior of the person who is the subject of management in "The Man - The natural environment ." This means that is necessary to form the vector control purposes on the factors that influence the process of achieving the goals and objectives of the introduction of the vector into an appropriate vector ¬ purposes of the subject -oop pa ¬ ¬ ¬ to laziness , as well as recognition of new factors increase t.e.dlya quality of management , it is necessary to list the medium vectors goals in complete control functions.

Literature1. IP USSR Dead Water Part 1, Historical and philosophical

essay M. NEI " Academy of Management ", 2004 , s.4902 . IP USSR Principles of Sociology , staged courses material ,

Volume 3 . - M. NEI " Academy of Management ", 2011 - 528s .3 . Sufficiently general theory of management courses material

Staged Department of Applied Mathematics - Control Processes , St. Petersburg State University , 2007, s.403

4 . Oracle : the social and political technology institute , 2009 , p.38 . Policy Brief .

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