THE FRCHETYPES OF CULTURE AND SUBCULTURE AS THE DETERMINANTS OF SOCIAL ACTIONS AND SOCIAL MANAGEMENT

Abstract

The conceptual argumentation that the processes of the cultural globalization are important stimuli for development of scientific studies of the contemporary culture and its functional and technological peculiarities is presented in the article. It is underlined that the cultural development of the human civilization has always been stimulated by the influence оf different subcultures. Therefore the specialized scientific investigations, which are oriented to the substantiation of the archetypal status of culture and subculture as the determinative factors of social actions and social management today, are very important. It is proved that active use of such concepts as “global culture”, “multiculturalism”, “transculturalism”, “intercultural communication”, “cultural capital”, “subcultural capital”, “subcultural lifestyle” by scholars now is the positive factor for the creation of scientific programs for analysis of the ontological specifics of the archetypes of culture and subculture in the context of globalization, virtualization and individualization of social life. Attention is paid to the contradictions of the conflict interpretation of subculture as the culture of social minority” that is caused by such social phenomena as social alienation, marginalization and poverty. The author defines the archetype of subculture as the multifunctional social phenomenon that emerges and reproduces itself in society as the attributive consequence of the cultural differentiation. It is argued that the significant innovative problem of the social management is the elaboration of the effective technologies for social control over different forms of activities of subcultural groups that emerge as critical human attitudes to the existing social order and as the creative values of the progressive social constructivism.