No 3 (2012)

Man is a supple creature. One's idea of self affects the person's behavior. In these terms, the anthropological ideas prevailing in culture and stemming from religion, philosophy or ideology, have a considerable impact on its form and development. This article analyzes modern history from the point of view of the birth, evolution and collision of different anthropological conceptions and ideas. This being but a brief essay, the author considers only the major evolution lines of these conceptual patterns, emphasizing the theoretical and practical significance of Kant's question: What is a human being?

In contemporary society the development of the Internet sees the emergence of new phenomena, such as trolling. The specific features and main characteristics of this phenomenon, together with its trends and development tendencies are today in the focus of modern social and humanitarian sciences. These issues are considered in the article in terms of sociology.

The article presents the results of an evaluating sociological study aimed to identify the main social stereotypes that young Russian people have concerning the Serbs and Serbia - a country that historically has long-standing friendly relations with Russia. In the past decades, Serbia has been often mentioned in the Russian press, mostly in the context of several key discourses (the Orthodox religion as a common foundation of the culture of our two countries, the unsolved ethnic and territorial conflicts, the confrontation of pro- and anti-Western views in the political sphere), which allow us to assume that Russian students have mature social ideas of Serbia, though not of high importance.

This article analyzes the assessment of the effectiveness of investing into the innovative human capital by the students of Kazan. The effectiveness of investing into the human capital was estimated at two levels: potential and real. The results suggest an overestimation by the respondents of the potential level of investment: the students overestimate their readiness to work in their specialty, which adversely affects the formation of their criteria for evaluating the effectiveness of investing into their own human capital.

The article examines the conditions for companies' successful development, combining strategic PR-planning and marketing tactics based on sociological measurements. For this purpose the author studies the environment by estimating the activities of the competitors, suppliers and consumers, and analyzes the current position and opportunities of the enterprise itself, with its technical, technological, financial, raw material and other resources. The author shows the mechanism of applying the SWOT-analysis as a matrix of primary strategic analysis. This method allows to carry out an integrated research of various aspects of the external and internal environment and to choose an optimal marketing strategy.