Value orientations of modern youth. Presentation on the topic “Values ​​of modern youth Value priorities of my generation presentation social studies

37 million representatives of generation Y (born after 1984) require different marketing approaches and developer solutions. About the peculiarities of working with this consumer audience, about generational differences in Russia, in the author’s article by our expert Evgeniy Dimitko.

Who is who

Evgeniy Dimitko, expert, business coach of the MBA and European certification of marketers programs, Institute of Tax Management and Real Estate Economics, National Research University graduate School Economics", Netherlands Institute of Marketing (NIMA)

The macroeconomic and sociocultural environment, significant events in the country, and crises seriously influence the formation of preferences and values ​​of different generations. This topic was first voiced by American scientists William Strauss and Neil Howe in 1991. In the book “The Theory of Generations,” they systematized the available data and described in detail generational cyclicality and differences in behavior. HR specialists and marketing specialists have confirmed the truth of this approach. In many countries, including Russia, there were additional research, the results of which generally coincided with the data of American authors. Largely universal generational characteristics were identified, as well as differences in the years of birth of people who should be classified in different countries as belonging to one generation or another.

* The generational period is still in its formation stage, and values ​​are being studied.

I will immediately note two points. Firstly, personal values ​​are formed in adolescence and do not change throughout life. Secondly, there are transitional periods, plus or minus three years, when a person has the characteristics of two generations at once. It is believed that among people born during these periods there are more rich and successful people. A working hypothesis that requires additional study: these individuals are able to communicate on the “same wavelength”, understand and accept the different values ​​of two generations at once.

I will highlight several important behavioral characteristics of three generations, which now make up 100% of the working population of Russia.

* Data according to years of birth, Russia.

As an example, I will focus on meetings. In most companies, managers belong to Generation X. This means that meetings take place regularly on Mondays/Fridays, lasting 1.5-3 hours. Meetings with a Baby Boomer can last 6-8 hours, sometimes without a break. Spontaneous meetings with subordinates, emergency and long “debriefings” occur periodically, which knock the team out of the planned work schedule. If he is talking about manager Y, then the meeting takes place upon request and preferably on-line. Moreover, such an “online meeting” can be initiated by any team member. In cases where it is necessary to gather off-line, the duration of communication is no more than 30 minutes.

Emphasis on negotiations with clients Y

If possible, conduct negotiations on-line. You shouldn’t waste Y’s time on personal meetings in an elite restaurant in the center of Moscow, especially during rush hours.

Emphases on saving time and speed of problem solving, on convenience, comfort, ecology, organic materials, quality of life, ease of solution.

Beautiful “packaging” of the proposal: slides, video good quality about the apartment/object.

Price is of secondary importance; Y is willing to overpay for time and comfort.

The different rhythm of life and the speed of environmental changes during the formation of personality in adolescence influenced the generational stereotype of holding meetings. Therefore, even now the Baby boomer has a few free hours to gather the entire top management outside the plan (which costs the company dearly). It is still comfortable for X to meet once a week for 1.5–3 hours, because in the 90s the dynamics of markets and changes among competitors made it possible, by collaborating in this mode, to keep the situation under control. For a director who comes from generation Y, it is incomprehensible why wait a week if the issue can be resolved here and now - the market situation in the Internet age changes every minute.

Another example is the attitude towards technology. It is unreliable for a Baby boomer to email his boss to resolve an issue. The letter may get lost on the network, the computer may break down, etc., it is better to get a signature on paper - this is a guarantee. It is not clear to X why write a memo if it is enough to agree on e-mail. Generation Y paper media cause confusion.

Everyone is happy in their own way

I will move on to the values ​​of three generations and give the definition of this concept by M. Rokeach: “Values ​​are the stable beliefs of an individual or group of people regarding what is most important to achieve in life (final values) and what behavior is acceptable to achieve these values ​​(instrumental values). values)". In other words, values ​​are what is most important for an individual, a group of people, in our case for generations.

An individual’s values ​​ultimately shape his or her complex idea of ​​happiness, which is different for each generation. For example, for generation X, happiness is, first of all, a big house, family, children, then a prestigious car, a summer house, an expensive watch, a bag of dollars. For Y, happiness is planet Earth, peace and friendship or... just a smiley face/sun.

An important aspect that needs to be addressed separately is the attitude towards money. Remember an incident that happened in almost every family. Your parents or grandparents have come to visit you for a family holiday. You had a good time, at the end of the evening you calmly call a taxi to send your Baby boomers home. What do you hear? “We will get there by tram ourselves. Why spend money? This is not greed, it is due to a special attitude towards money, which the Baby boomer simply did not have in his youth.

In the given example, a taxi for Baby boomer is a waste of money, for X - “Didn’t we earn money on a taxi for our parents?” (the more expensive the better, elite/comfortable taxi), for Y this is a routine decision, everything must be of high quality, fast and convenient (they don’t think about the cost of the service, this is of secondary importance, since the family always has money).

Of course, now, during an economic downturn and a decline in household incomes, savings, discounts and bonuses can be prioritized for all generations. Yes, the behavior of buyers is changing - X, who have overcome several crises and who rely only on themselves. But prestige and perceived quality still matter to them. And if the price is equal, the decision will be made on the basis of the company’s fame and the prestige of the brand. If we talk about Y, they don’t understand what a crisis is, since in 2008-2009. were too young and the majority were “under the wing of their parents” and therefore for them price remains a less significant factor in decision-making than for example for a Baby boomer.

I will dwell in more detail on the main behavioral characteristics, preferences, priorities of generation Y and once again note that the players value their time very much, and the values ​​“Time” and “Fast” are identified by researchers as different for this generation and both of these values ​​are of great importance. For them, it doesn’t matter what car you arrived in, what watch you wear, what your position is, rather, what matters is who you are as a person. Generation Y easily work in a team and have difficulty recognizing someone’s authority. They care about the environment, the whole planet, the whole world is important to them and they really want to change it. Building “their own little world”: a dacha, an apartment, a car, is of little interest to them, since all this has already been created by generation X. For them, the internal state and their own feelings are more valuable. Unlike Generation X, for the new generation, the ease of use of the product is more important than brand recognition. Igrek will choose not a brand/prestige, but something that will quickly and comfortably solve his problem. For example, only generation X is able to travel from Rublyovka to work, and it’s okay that you have to get up at five in the morning in order to start a morning meeting on time. For them, the emotional value of living in a prestigious area takes precedence. Y won't do that. He will rent a comfortable apartment near his office, because time and quality of life are of greater importance to him.

How to interact with them?

Residential complex "Lyubertsy 2015–2016"

For a residential real estate developer company, it is important to pay attention to changes in consumer priorities, which are primarily associated with an increase in the share of Y among those making purchasing decisions:

• Solution to the “Here and Now” problem (a wide selection of apartments/cottages with the opportunity to immediately conclude a deal, pay/take out a loan and receive the keys to a property ready for living).
• Reduction in the value of the developer’s brand; convenience and comfort, as well as transport accessibility, become more important.
• Prestige and status (elite area, business class) are now less important than, for example, beautiful exteriors, building interiors, views from the window.
• Ecology, careful attitude to nature in the area of ​​residence, natural materials.
• Social responsibility of the developer company (development of microdistrict infrastructure, charity).

FOR YOUR INFORMATION

Not recommended: place key emphasis on elite status, status of housing/business center, pay attention to famous neighbors, fame of the architect, brand of the developer, since for Y this is of less importance. It is better to devote the allotted “generational” 30 minutes to transport accessibility, amenities and comfort, bright interiors of the hall, a gorgeous view from the window, etc.

In my opinion, an example of mass development aimed at generation Y is the project “Samolet Developer”: “Lyubertsy 2015-2016”. Why? For the first time in the Moscow region market, the company offered a comprehensive, simple, convenient, and fast solution: a finishing department, a metro, thoughtful planning solutions and occupancy in 1-1.5 years. The cost of apartments on the foundation pit in 2014 was below the market, but constantly increased to the market level. After an in-depth analysis of competitors, it is obvious that it is still possible to find apartments at a lower price in the nearest location, but only a few people still offer such a solution to the problem - comfortable living from the moment you receive the keys. And it doesn’t matter that the developer launched the project with a little-known brand. If we talk about the communications that the developer built with generation Y, then a teaser version of out-door advertising even before the opening of sales, when “Samolet-development” was confused with “Dobrolet”, is of interest and discussion. On blue billboards, Muscovites read in bewilderment: “Somewhere far away trains are flying,... losing their way,” “Sit in... and think about the pilot,” etc. From the point of view of the standard approach to promotion, this decision is questionable, but if we remember the generational values ​​of the target consumer, then a beautiful and elegant “gag” is a dead ringer. Importantly, the company quickly moved to a simple and clear message: “Check-in. Finishing. Metro. Price". In addition to bright and laconic billboards, of course, the developer’s priority is the Internet, and again, not without jokes: the latest feature from Samolet-Development is banners: “1 ton of tangerines for the person who bought the apartment.” I am sure that generation Y does not expect the developer to fulfill such an obligation.

P.S

I would like to note once again that today representatives of generation Y have entered the market - a generation with different views of the world, different priorities, and values. There were fewer of them born, they are spoiled by material goods, they are more interested in internal sensations and their own understanding, they want to change Big world, and the small world created by generation X is of little interest to them, because it already exists. They are here to stay for a long time, at least 20 years, and their share in making decisions about the purchase of any goods and services, including real estate, will only grow. Therefore, it remains to accept and take into account these changes in the sociocultural environment. Of course, it is necessary to take into account that universal trends imply exceptions: personal values, individual psychological characteristics no one canceled. But developers need to remember that exceptions cannot significantly affect the new rules of the game. 37 million Y will always expect you to be comprehensive and quick solution, which should combine comfort and beauty, quality of life, environmental friendliness and social orientation. There are no other options for Generation Y.

"We didn't study to work." - mtrpl.ru

The history of the theory of generations

In 1991, American scientists Neil Howe and William Strauss came up with the theory of generations. The theory of generations is a theoretical basis for neuromarketing, based on the well-known “conflict of generations”, which is not associated with age differences. Conventionally: people, reaching a certain age, acquired age-related values ​​characteristic of this period. And children, when they reach the age of their parents, do not become exactly the same as them.

1. Generation GI (generation of Winners). Years of birth: 1900-1923.

2. The silent generation. Years of birth: 1923-1943.

3. Baby boomer generation. Years of birth: 1943-1963.

4. Generation X (Unknown generation). Years of birth: 1963-1983.

5. Generation Y. Years of birth – 1983-2003.

6. Generation Z. Years of birth – 2003-2023.

How Generation Y Shops

Let's take a closer look at generation Y. How do they buy? A hypermarket or supermarket is the preferred place for purchasing any goods. Important point: Places of shopping are turning into places of entertainment. In most cases, Gen Y brings friends with them. Conventionally, a store is a cultural center where you can shop, eat, drink coffee, and communicate.

For generation Y, it is important to try the product; the decision to purchase is made easily, like a game.

For generation Y, it is important that food is tasty and, most importantly, healthy. Generation Y loves vegetarian restaurants and molecular cuisine. Generation Y counts proteins, fats and carbohydrates. In this regard, McDonald's is introducing a calorie content indicator into the menu.

When looking at packaging, Generation Y looks at the calorie content, fat percentage and vitamin content or juice content. For Generation Y, caring about the environment is important.

Neil Howe and William Strauss came to all these conclusions. And all this concerns the American consumer. What about ours?

Generation Y in Russia

Russian Generation Y is a little different from the American one. If we look at Generation X (1963-1983) - in the USA it is considered the fast food generation, but in our country this is not the case. Fast foods began to appear in Russia after the collapse of the USSR (before the collapse of the USSR, there was one McDonald's in Moscow, built in 1989). So the synonym “Fast Food Generation” can also be applied to Generation Y in Russia.

What we're most interested in right now is Generation Y and how they behave online and how they buy. What influences their choice.

It is worth noting that the adaptation of the Theory of Generations by Strauss and Howe was carried out in 2003-2004 by a team led by Evgenia Shamis, coordinator of the RuGenerations project. The main values ​​identified are freedom, “fun”, civic duty and morality, responsibility, naivety and the ability to obey, immediate reward.

For Generation Y, our old friends Neil and William allocated a time period from 1983 to 2003. We will divide them into two halves. First: the early U-generation, born from 1983 to 1995, and later from 1995 to 2003.

The main differences are life priorities. For the first half of the Y generation they are somewhat different. Family values ​​come first, but personal success and career come second. For the other half, career, travel, personal success, and easy communication with peers come first (according to GISAP from a representative sample of 160 people, students). Family values ​​fade into the background. They do not want to be like their parents, who began an independent life early and “lived to work.”

This is the generation of the new creative intelligentsia, they are drawn to practical areas of knowledge, are active on Instagram and are not interested in news that is not related to their activities (source: Mashable)

The consumer-gamer always clearly knows what Product and at what price he needs, and whether he can afford to take out a loan. At the same time, he does not need recommendations from even the most experienced consultant. His “confidant” when it comes to shopping is the Internet.

Generation Y is developing horizontally, not vertically. So, instead of climbing up a once-chosen vertical ladder, a representative of this generation will rather try to gain broader experience in several areas, and work according to two principles

Choose partnership over submission;

They choose to share information rather than protect it.

A brief summary of the purchasing power of generation Y. We have divided generation Y into 2 conventional “halves”.

1. There are two parts of the generation, depending on the date of birth, and they buy things a little differently: the 1st half of the generation prioritizes family values, the 2nd half of the generation: nonconformism, independence, relationships, obvious differences tastes and priorities are not like those of the generation born in the 80s.

2. To buy something, the first half of the generation goes to malls, eats with children in food courts, uses online shopping sites, Yandex Market and looks at prices on the sites of Russian chains, buys at the nearest chain store, complex goods come and pick up themselves, to save on shipping.

3. The second half of generation Y finds any thing on social media. networks, then finds where to buy it himself. Often this is a Chinese or European site, sometimes it is not possible to buy, but he shares a link, showing everyone that this item can be bought here. Buys on ALI, uses EBAY. Know how to use any electronic household appliances.

4. The second half of generation Y is ready for everything new. As DOM SEBASTIAN (famous artist, photographer, designer and musician) said in an article on Dazzed: “This is Cyber ​​Generation Y.”

Under the conditions of the generally unfavorable influences of the macroenvironment, the prestige of morality has decreased, selfish orientations and interests of a purely personal, pragmatic plan have increased among young people. A significant part of young people have destroyed and lost such traditional moral and psychological traits as romanticism, selflessness, readiness for heroic deeds, honesty, conscientiousness, faith in goodness and justice, the desire for truth and the search for an ideal, for the positive realization of not only personal, but also social significant interests and goals and others.

Values- these are people’s ideas about significant things, what is attributed greater importance, certain preferences. This is a relatively stable, socially conditioned selective attitude of a person towards the totality of material and spiritual public goods

The value world of every person is vast. However, there are certain “cross-cutting” values ​​that are practically core in any field of activity. These include hard work, education, kindness, good manners, honesty, decency, tolerance, humanity. It is the decline in the significance of these values ​​in one period or another of history that always causes serious concern in a normal society.

Undoubtedly, such eternal (true) values ​​still exist and are recognized: love for people, faith, family, hard work, responsibility, love of art, goodness, justice, mercy, respect for elders. But recently they have been contrasted with a love of comfort, material wealth, selfishness, and the desire for power (if power becomes the highest value). And as a result of this confrontation, the young man has a problem of choice. Choosing your own life principles and priorities. A new idea and attitude towards true values ​​is being formed.

Nowadays, young people place material well-being at one of the first positions. That is, preference is given not so much to spiritual and moral values ​​as to material well-being, as a kind of stimulus for life activity. Moreover, the goal of making money can be achieved in any available way. And such life principles as “it is better to be honest, but poor” and “a clear conscience is more important than well-being” are becoming a thing of the past, and remain - “you - for me, I - for you,” “success - at any cost.”

Young people prioritize independence, career, and achieving high status. In recent years, many opportunities for financial self-affirmation have appeared in Russia, where a high level of education is not required, but they pay a lot of money. For some young people, these paths are quite attractive, although they do not lead to real success, but increase the feeling of spiritual emptiness and the meaninglessness of life, the temporary nature of everything that happens.

Attitudes towards friendship and camaraderie have also changed. True friends and reliable comrades remain in childhood. The attitude towards close people is becoming more and more selfish. The selfish “for oneself” attitude is higher than humane relations, mutual understanding, mutual support and mutual assistance.

Modern youth in Russia are developing in very difficult conditions, breaking down many old values ​​and forming new social relations. Hence the confusion and pessimism, disbelief in the future. Aggression and extremism, chauvinism and crime are growing.

The value of mental work, education and knowledge also continues to decline rapidly. The majority of the younger generation strives to get any education with minimal effort, they work for results - just to get a diploma. Education is seen first and foremost as an opportunity to get a good job, and only then as a means of acquiring new knowledge. The formation of these values ​​is influenced by economic and social changes occurring in society. Those priorities that previously seemed unshakable are replaced by others. New value orientations appear, which means that old ideals and traditions are destroyed and new type personality. Society and the environment with their spontaneous, chaotic, unwritten requirements and principles change, often simply disfigure the views of a not yet fully formed personality.

The analysis shows that in the context of the general social crisis that we are experiencing today, values ​​such as family and education are also in a state of crisis. There is still a high number of divorces, abandoned children and elderly people, children running away from home, cruelty towards children and elderly people is not uncommon - all these are signs of social ill health of the family. In the field of education - a negative attitude towards school by both children and parents, countless conflicts with teachers, degradation of the teaching profession (many examples of professional failure of teachers), a decline in the prestige of education, low level training of specialists in universities, etc. - this is also a picture of a crisis.

However, the crisis of a phenomenon is by no means equivalent to the decline or disappearance of its social value. On the contrary, active public criticism may mean the presence of a value conflict in this area, i.e. “feelings of deviation from the ideal”, inconsistency with social needs and the presence of existing circumstances. At the same time, this may mean a change in orientation in this area, and with it a rethinking and even strengthening of the value of this phenomenon.

So, the values ​​of modern youth in Russia are in a state of dissonance. Young people put material well-being and independence first, but despite this, such eternal values ​​as faith, family, and love are relevant. Young people today should strive to strengthen eternal, true values.

11. Value orientations of young people in European countries.

1. Financial crisis against the backdrop of a crisis of values. There is a huge problem: the crisis of the value system, which acts as a decline in moral standards, the absence of clear rules, principles and imperatives that characterize the direction in the actions and actions of an individual. Ideas about value orientations are blurred; there is no competent mechanism for the formation and method of influencing the consciousness and behavior of an individual. Accordingly, attitudes toward education, work, loved ones, and family have changed. The breakdown of value orientations led to a decline in the prestige of socially significant work, an increase deviant behavior, indifference, social passivity.

The decline in the system of value orientations of young people is especially pronounced in their attitude towards education as a basic social value. Modern system education mainly focuses on independent learning and self-study, development of creative abilities of students. This is manifested in generalization, critical analysis, and the development of knowledge based on previous experience. However, today's youth are not ready for such individual steps. Most of them do not know how to independently formulate judgments, establish cause-and-effect relationships, identify patterns, think logically correctly, formulate their ideas coherently and convincingly, and competently argue conclusions.

Despite the fact that modern society is actively introducing information Technology, young people, especially students, do not always use them effectively as Internet users. The educational information field is flooded with ready-made “cheat sheet” products of rather low quality, written abstracts, coursework, theses and even educational material questionable content. Modern youth are not ready to use primary sources, being inclined to use abbreviated versions that are not clearly interpreted by anyone. The overwhelming majority of young people are focused on receiving any education with minimal effort - just to get a diploma. High level claims to education are instrumental in nature, education is seen as a means of a promising competitive position in the labor market and only then as a way of acquiring knowledge.

What remains aside is a stable ideological and moral position, manifested in social responsibility, decency, and sincerity. Young people, like the rest of society, are characterized by confusion and lack of understanding of what is happening. She is often credited with harsh pragmatism, social immaturity, infantilism, aggressiveness, and envy.

Dominant life values and behavioral priorities remain material well-being . Recently, the following trend has been observed: young people generally give preference not so much to spiritual and moral values ​​as to big money. For example, for 73% of the 600 young people surveyed, material well-being is a stimulus for their life activity. For most, the ability to make a fortune is a measure of human happiness. The usefulness of work for most young people is determined by the achievements of their own economic wealth. Moreover, the main goal is to make money, and in any available way, as long as this path generates income and the more, the better. And therefore, success in life is associated with entrepreneurship and money, and not with talent, knowledge and hard work.

Such a breakdown in the value orientations of young people clearly emerges among the still undeveloped stable system of their moral socio-cultural attitudes. Moreover, the changed life (the transition from administrative-planning to market mechanisms) requires new models of behavior. Such life principles as “it is better to be honest, but poor” and “a clear conscience is more important than well-being” are a thing of the past and such principles as “you - to me, I - to you”, “success - at any cost” have come to the fore. There is a clear orientation of economic values ​​associated with rapid enrichment, and success is determined by the presence of expensive goods, fame, and fame. In the minds of today's youth, a motivational focus on one's own strength in realizing life goals and interests in the spirit of the new conditions of market economics is clearly expressed, but here, as you know, any path is possible.

In a relationship family values young people value independence, career, and achieving high status above all else. They plan to have a family in the long term, after creating what they consider to be a successful career.

Communication values move away as they grow older. The vector of change in value norms and rules characterizing behavior is determined by market relations. True friends and reliable comrades remain in childhood. The attitude towards loved ones is increasingly self-serving and commercial in nature. Among young people, a selfish individualistic attitude (“for oneself”) is higher than humane relations, mutual understanding, mutual support and mutual assistance. They demonstrate high communication skills with the right, influential people who reflect a certain desired status.

The improvement of means of armed struggle, which has been especially rapid in recent decades in the armies of the leading countries of the world, gives rise to a completely understandable desire and need to review its existing forms and methods and search for new, more effective and universal ones.

Recently, the strategy of any aggressor state has ceased to rely only on military force, and the combat potential of the state no longer plays a decisive role in achieving strategic goals. Enters the arena of interstate confrontations the new kind Wars are informational and psychological, in which there are no concepts of front and rear, and the object of influence becomes the entire population of the country and its state apparatus. Suffice it to recall the series of “color revolutions” that occurred in many countries around the world at the end of the 20th century.   - beginning of the 21st century.

In the proposed material, which is devoted specifically to the topic of information and psychological warfare in an undeclared war, the authors are ambiguous in their assessments. But this opinion of the authors does not necessarily coincide with the point of view of the editors. We hope that readers will express their opinions on an issue that has recently become increasingly relevant.

Each state has a unique cultural code (spiritual, social, psychological, national memory). The cultural code includes an integral historically formed system of attitudes of the population and its unconscious reaction to a situation associated with a threat to the country and the life of the people. The elements of the cultural code are culture and national interests.

From the perspective of general theory, we identify six generalized strategic priorities for managing society (we list them without disclosing):

the first is ideological priority;

the second is chronological priority;

the third is factual priority;

fourth - economic priority;

fifth priority - weapons of genocide;

sixth priority - weapons of destruction.

The stated priorities give reason to believe that by influencing them, the aggressor country can achieve its goals.

Modern information and psychological influence must be considered within the framework of the theory and practice of fourth generation wars (The 4th Generation of Warfare), or strategy 4GW  - an independent type of influence on the enemy, aimed at depriving him of the will to resist. Goal of the strategy 4GW- crack the cultural code and subjugate the perceived enemy to your will.

Theory and practice of fourth generation wars (strategies 4GW) was implemented by the United States of America in military operations in Iraq, Afghanistan, Libya, Syria and Ukraine.

Let us outline the basic principles of the strategy 4GW.

1. The principle of conflict asymmetry. In the context of the transformation of modern society under the influence of globalization processes, transnational corporations and states are participants in the conflict. Formally, this looks like a conflict between states, since the influence on the enemy is carried out with the help of a “third party.”

The principle of asymmetric conflict lies in the use of such methods of struggle, such technologies that radically exceed the capabilities of the enemy. State-
the aggressor arms, trains and finances the forces of this “aggressive non-state actor”, plans and ensures its subversive operations, and provides them with political, information and legal support.

1. The principle of maneuverability. In strategy 4GW traditional military force loses its significance, the combat potential of the state ceases to be a decisive factor. The entire enemy society with material and spiritual values ​​becomes a “battlefield”; the concept of a strategic rear disappears. The blow is delivered to any vulnerable points, these can be critically important objects, monuments of cultural heritage, individuals who have a fighting spirit and know how to consolidate society. The main principle is not the forceful destruction of the state, but the moral impact on the population and the leadership of the country.
2. The principle of network interaction W-communities. The areas of responsibility of military leaders are replaced by a separate combat unit of information operations using global media. A multi-threaded mesh-network type control system with several universal decision-making centers is being formed. As a result, the population begins to openly support opponents of their government.
3. The principle of folk guerrilla warfare, or “war without rules.” This is an “amorphous” but well-coordinated attack with a single target in different directions. There is no concept of a front. Moral victory over the enemy is achieved by striking his weak points.
4. The principle of chaos, or the creation of an atmosphere of complete uncertainty. The impact is aimed at splitting the ideological basis of the state and ousting it from areas that have come under the influence of the enemy.
5. The principle of special effects. The enemy's attention is focused on the economic, political, and cultural foundations of the security of the victim state through the introduction of various sanctions and the use of various psychological techniques aimed at “rocking” society.
6. The principle of the battle pack, i.e. the principle of operating autonomous or semi-autonomous battle groups associated with decentralized, unconventional tactics in pursuit of a single strategic goal.
7. The principle of individualization of responsibility, or “victory without management.” Individual training of special operations forces is of great importance. In a situation of a time limit, apart from the management level, this unit must be able to independently make a decision and determine the main thing.

By strategy method 4GW is the concept MISO (Military Information Support Operations), which consists of transmitting the necessary information and guidelines to foreign audiences in order to influence them. The goal is to influence the behavior of key elements of society.

Since the goal of the struggle is to break the enemy’s will to resist, it follows that in strategy 4GW there are political, social and moral motives aimed at reducing the role of the state’s influence on society.

In the USA, the organization for the formation of information and psychological influence is called Military Intelligence and Security Group (MISG). This is a military intelligence and security group. Until recently, these problems were solved by psychological services (PSYOP).

Military Information Support Operations Battalion is an operational information support battalion that provides and filters information via radio, television and in the press.

Strategy 4GW involves a wide range of technologies that form “tactics” MISO, aimed at depleting the military and financial resources of the enemy country in the course of continuous and daily externally fueled guerrilla warfare and terrorist activities.

Let's look at these tactics.

First, technology tactics lawfare, “legal war” as one of the forms of “asymmetrical war”. This is an illegal application of internal and international law in order to harm an opponent.

Secondly, the tactics of economic and political sanctions. This is putting all forms of pressure on the victim country. As an example, the organization of “color revolutions”, demonstrations, pickets, rallies and a campaign of non-violent disobedience using political and economic technologies.

Thirdly, the tactics of terror or the “military component”. This is the organization of various insurgent movements and terrorist actions of various natures in the target country. The goal is to undermine the morale of the people and the army, cause confusion and provoke panic.

Fourthly, the tactics of destroying traditional family values, or the “civil” component. This includes technologies aimed at dividing society and destroying the traditional community and family. MISO forms targeted aggressive attacks on the traditional cultural and historical values ​​of the population.

Fifthly, the tactics of “high-speed operations”. MISO conducts sophisticated and high-tech psychological warfare, which consists of manipulating the media in order to shape global public opinion on specific events.

To summarize what has been said, it should be emphasized that modern war the fourth generation can be represented as an information-psychological war or as a political-psychological process that is aimed at changing the attitude of the mass consciousness of the population of a conditional enemy to the values ​​and national interests formed on the territory of this state. This is done by undermining the unique cultural code of a given people, influencing its strategic culture in order to destroy confidence in the correctness and feasibility of ideas.

The ultimate goal of psychological warfare is to cause discontent and destructive actions in mass consciousness against opponents. These are mass protests to overthrow the political regime, arousing interest in socio-political structures of an alternative nature. Information-psychological warfare affects the unconscious, irrational states of people, their emotions, feelings, instincts, prejudices, preconceptions, mythological constructions of the population of a potential enemy. There is a transfer of the focus of the struggle from one sphere to another, to the level of everyday, everyday psychology. This is achieved through the massive introduction into the consciousness of people of many false stereotypes of perception and thinking, perverted ideas about the views prevailing in their environment, as well as about events occurring in the world.

Questions arise: how to resist the directed influence of our “partners” on the spiritual sphere, strategic culture, national interests of the people and the state, how to preserve the cultural code, public opinion, value guidelines, views, socio-psychological climate in society? The authors do not provide answers to these questions, although this is vitally important for us today.

It is clear that the ultimate goal of all the listed activities of our “friends” is to sow fear and uncertainty about the future in Russians, to cause them to distrust the activities of government bodies and government controlled, create an atmosphere of discontent and anxiety in society, which will contribute to the emergence of opposition groups and stimulation of anti-government activities. But how, we repeat, should we resist all these destructive attempts? We hope that our readers will be able to find answers to these difficult questions.

I. SITNOVA, candidate of sociological sciences, associate professor,

A. POLYAKOV, captain 2nd rank

Description of the presentation by individual slides:

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The purpose of this work The purpose of this work is to theoretically study the concepts of “value orientations”, as well as the features of value orientations among modern youth. To achieve this goal, it is necessary to consider the following tasks: 1. analyze approaches to defining “value orientations”; 2. consider factors influencing the formation of values ​​of social groups; 3. study the characteristics of youth as a social group; 4. consider the specifics of the value orientations of modern youth. 5. conduct applied sociological research on the topic: “Value orientations of modern youth in the city of Tver”

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The relevance of the problems of dynamics and transformation of values ​​is as follows: when society moves towards a new state, with a different, new structure of social life, the study of “eternal” existential problems in the axiological aspect is of practical and political interest. The radical change in all values ​​undertaken in recent years has affected not only Russian state in general, but also confronted each of us with a value choice. A person himself determines his value priorities.

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The relevance of the problems of the dynamics and transformation of values ​​is as follows: the problem is directly related to the choice of new values moral education the younger generation, which is always one of the most important problems of all nations, for the future of a people is determined by the level of consciousness and moral principles of people entering adult independent life. To preserve peace, of which every nation is an integral part, it is necessary to take into account the relationship between the national and the universal.

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The purpose of my work: To study theoretical material relevant to the chosen topic; get acquainted with concepts and definitions; to identify the influence of value orientations on society in general and youth in particular, and also, based on sociological research and surveys, to study the features of value orientations of modern youth and the reasons for their transformation.

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Value orientations Value orientations are the most important elements of the internal structure of the personality, fixed by the life experience of the individual, the totality of his experiences and delimiting what is significant, essential for this person from the insignificant to the insignificant. Value orientations are the main axis of consciousness, the continuity of a certain type of behavior and activity, which is expressed in the direction of needs and interests. Value orientations ensure the integrity and stability of the individual, determine the structures of consciousness and programs and strategies of activity, control and organize the motivational sphere, instrumental orientations towards specific objects and (or) types of activities and communication as a means of achieving goals. A stable and consistent set of value orientations determines such personality qualities as integrity, reliability, loyalty to certain principles and ideals, the ability to make volitional efforts in the name of these ideals and values, and an active life position.

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Developed value orientations are a sign of the maturity of a person, an indicator of the measure of his sociality... The main content of value orientations is political, philosophical (worldview), moral beliefs of a person, deep permanent attachments of a person, moral principles of behavior. Because of this, in any society, the value orientations of an individual are the object of education and targeted influence. They act both at the level of consciousness and at the subconscious level, determining the direction of volitional efforts, attention, and intellect.

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Value orientation includes three components: cognitive, or semantic, in which the social experience of the individual is concentrated. On its basis, scientific knowledge of reality is carried out, contributing to the formation of an emotional value attitude, which presupposes the individual’s experience of his attitude to these values ​​and determines the personal meaning of this behavioral attitude, based on the results of the interaction of the first two components. the subject forms a readiness to act, to carry out his plans in accordance with a well-thought-out plan.

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Social and economic transformations in Russia are difficult. The present time is characterized by instability of the social situation. A qualitative change in the system of social and personal values ​​is often cited as one of the negative consequences of the period of economic reforms.

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The study of changes taking place in the consciousness of modern youth is of particular importance today. The revaluation of values ​​and their crisis, which is inevitable in the context of breaking the existing foundations, is most manifested in the consciousness of this social group.

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Any society is characterized by a complex process of formation of values ​​and attitudes towards them, especially among young people. Youth are part of civil society from birth. And if she simply intensifies her participation in its activities, this will already be a powerful incentive for the development of the entire community and the democratization of the state.

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YOUTH VALUES – general ideas shared by the general population of young people regarding what is desirable, correct and useful. Young people, not burdened with the burden of prejudices of old guidelines, on the one hand, quickly adapt to new conditions, and on the other hand, they are more susceptible to the destructive influence of the consequences of macro-social processes.

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In the process of developing the personality of a young person, a certain system of value orientations is formed with a more or less developed structure of personal behavior. The system of value orientations of the individual, although formed under the influence of the values ​​dominant in society and the immediate social environment surrounding the individual, is not strictly predetermined by them.

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The system of value orientations is not given once and for all: with changes in living conditions and the personality itself, new values ​​appear, and sometimes they are completely or partially revalued. The value orientations of young people, as the most dynamic part of Russian society, are the first to undergo changes caused by various processes happening in the life of the country. Currently, interest in the problems and culture of youth is growing in Russian society.

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Changing value orientations is, undoubtedly, a rather painful process, and the study of its patterns can help identify ways in which relevant social institutions influence a young person in order to reduce the intensity of her emotional stress and prevent possible social tension. The value world of young people is represented by a pluralism of values ​​and value orientations, reflecting the diversity of social relations in the absence of state ideology social ideal and national idea.

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Youth is a specific component of Russian society. Her interests and cultural life differ from the interests of representatives of other age groups. The range of interests of modern Russian youth is very wide and diverse. Young people are actively interested in religion and fashion, painting and computers, sports... One of the features of youth culture is its heterogeneity. Along with traditional culture, there is also counterculture, manifested in various youth movements.

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In dynamic societies, the family partially or completely loses its function as an instance of socialization of the individual, since the pace of change in social life gives rise to a historical discrepancy between the older generation and the changing tasks of modern times. As he enters adolescence, a young man turns away from his family and seeks those social connections that should protect him from a still alien society. Between a lost family and a society that has not yet been found, young people strive to join their own kind. Informal groups formed in this way provide the young person with a certain social status.

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In general, in modern society, the process of socialization of youth is complicated by difficulties that arise as a result of the revaluation of traditions, norms and values: if previously youth relied heavily on the experience of previous generations, now young people master and create new social experience, relying mainly on themselves, which largely determines the presence of contradictory trends in the consciousness and behavior of modern youth.

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As a result, there are many different models of self-realization in the student environment: for many students, the main values ​​are “find yourself in this life,” “remain human,” “material security,” etc. So, modern students think about both material well-being and spiritual values, in contrast to their predecessors, who felt less material difficulties, but also thought less about the meaning of life, which was largely determined.

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At the same time, the value of personal freedom has increased, which provides a person with free choice. In conditions when it becomes freedom from any restrictions for a person, this can lead to the formation of asocial models of socialization.

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The value space of youth is characterized by the following features: the formation of value relations among youth is a complex and contradictory process; Among the vital values, the most popular are material well-being, interesting work, health, love; among everyday values, pronounced tendencies of pragmatism and individualism prevail, which is due to the transition of society to market relations;

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The value space of young people is characterized by the following features: everything that goes beyond everyday life, be it problems of social order, foreign policy or ecology is on the periphery of youth attention; spiritual values ​​occupy an insignificant place in the value space of the personality of a modern young man; education as a value is perceived through the prism of the social demand for specialists with higher education, which indicates a utilitarian attitude towards it;

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The value space of young people is characterized by the following features: young people judge poverty with maximalism, without seeing the causes that give rise to it, explaining this by “the inability to live and adapt”; family values ​​are of great importance; a high rank in the system of the most important personality traits and as a social value receives such a quality as responsibility;

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The results of sociological research indicate that young people rate their intellectual and creative abilities very low. Only 19% of them consider these abilities to be high, 22% call themselves talented. Such low self-esteem characterizes young people’s lack of faith in their own abilities, and this, naturally, negatively affects their influx into the field of intellectual work.

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If we consider the hierarchical series of values ​​among respondents with incomplete secondary education, professionalism and qualifications, the ability to get along with people occupy a high place, followed by health, autonomy and independence, connections, initiative and entrepreneurship. Young people with general secondary education consider professionalism and qualifications, hard work and perseverance, initiative and enterprise, connections, and health to be important means.

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A society that has made material well-being and enrichment the meaning and philosophy of its existence forms an appropriate culture and the vital needs of young people. Freedom-free media various shapes mass culture began to have a decisive influence on the formation of values, style and lifestyle of the population, especially young people.

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It started among the youth a sharp decline the significance of spiritual and moral values. For most of it, the importance of folk and spiritual art and works of domestic classics is unjustifiably belittled. At the same time, young people are interested in masculine and avant-garde art, which is a kind of stimulator of sociocultural values.