Abstract: The subject of this research is the use of formal-structural mechanism of generating the original promotional texts in such cases, when the interpreting potential of advertised goods tends to zero. It is commonly known that advertising in tendency deals with the minutiae of mass production, initially alienated from a creator, which often are similar or identical. Among the motives and approaches that allow an advertiser to overcome this, is such specific method of representation of product as the creation of puzzles. The author applies the method of discursive analysis that allows focusing attention on extra-linguistic (primarily pragmatic and psychological) factors that accompany production and actualization of the advertisement. Being in the shared theoretical-methodological field of studying creolized texts, the author uses comparativist approach towards determining the polycode promotional patterns, which permanently reproduce the question-answer situation. The scientific novelty lies in the statement that one of the possible inspiration modes for the advertiser in such situation becomes the mode of puzzle-creator, which combines the functions of coder and decoder. The main hermeneutic conclusion is that such “puzzle-creator” is forced to interiorize the cognitive model of an ideal representative of targeted advertising audience, for whom the solution of the invented puzzle will harmoniously combine the intrigue and comfort.  

Keywords: inspiration, decoding, encoding, picture, sign, poly-code text, meaning, advertising, understanding, rebus

Abstract: This article examines the idea of establishment of the modern conceptual model for managing professionalism of the municipal officials. Based on the results of sociological survey, it is proven that the classical model in its traditional form does not quite correspond with the current social challenges, as well as new social expectation referred to the government institutions. The author outlines the conceptual basis for managing professionalism of the municipal officials as a social process, structured with consideration of the effective and adequate to modern trends modified system of human relations. The article presents the results of in-depth interview conducted in the city of Novokuznetsk (Kemerovo Region) in January 2019. The respondents were a small group of experts (46 people) who play a significant role in political and economic life of the city. The main conclusions lie in the schematically presented conceptual basis for managing professionalism of the municipal officials as a social process, structured considering the effective and adequate to current realities modified system of human relations. In the author’s opinion, it should be based on comparative analysis of stable representations of population in the functional-role designation, worldview priorities and behavioral stereotypes of the municipal officials; as well as the character of relationship between the professional group and society, substantiated by the need to respect social norms and rules of professional activity, built on the principle of professionalism.

Keywords: modernization, transformation, conceptual model, expert interview, management of professionalism, municipal employees, municipal management, local self-government, social nature of management, philosophical nature of management

Abstract: This article represents an attempt of comprehension of the peculiarities of Tantric Buddhism, namely Guhyasamāja Tantra, in contrast with Mahayana Buddhism. The antra text contains multiple specifically Buddhist expressions, which in Buddhist tradition correspond with certain concepts that have a particular rational and ethical content. However, in tantra, these expressions fade their direct meaning, and are used as the symbols encapsulating mystical secrecies, which the adherers of tantric doctrine desire to grasp. If in Mahayana sutras, the topic of preaching is usually is the profound comprehension of meaninglessnesses (emptiness) of all dharma and compassion to all creatures, in Guhyasamāja Tantra Bodhisattva and Tathāgata ask for the attainment of ineffable secrecy of the condition of enlightenment. The comparison of Mahayana sutras with Guhyasamāja Tantra, on one hand, emphasizes the similarity of composition, use of analogous topics, terms and motives; and on the other hand – a completely new, tantric interpretation of the indicated approaches and terms. Clear parallels can be drawn in composition and structure between Guhyasamāja Tantra and Buddhist sutras, namely Prajnaparamita; however, the real and legendary places and characters are often replaced with the symbolic and mythological. The author assumes that the extensive use of the composition of Buddhist text and traditional terminology should contribute to “legitimation” of tantra and emphasize its affiliation to Buddhist tradition.

Keywords: Tibet, Tantra, Buddhist studies, Buddhism, Guhyasamāja tantra, Guhyasamāja, Tibetology, Mahayana, Nyingma, Symbolism

Abstract: The subject of this research is the long-term strategies of interaction of the natives of Siberia and the North with natural environment. Special attention is given to the reflection of archaic culture of this region with regards to diversified forms of interaction with such subsystem of natural environment as the wild world. This reflection is subjected to axiological research problematization, appropriate to the ambience of structuralist revival of Rousseau’s ideals. Having realized the danger of ritual self-delusion, which victim in the context of interaction with nature becomes a “natural human”, the authors focus attention on the consciously ambivalent “philosophy of intentions” of the natives of Siberia and the North, attractive (at least) as a trial version of the ideology of rational egoism. The authors apply the method of classification that allows discerning the invariants of mythological representations and ritual practices. As a result, the article systemically demonstrates a list of models (motives) of primeval consciousness that postulate one of the its fundamental ideas – understanding multiple objects of wild world as the so-called human “alter ego”. Explication of such pattern lead to formulation of a conclusion that all natives of Siberia and the North practice the dual orientation towards “control” and “synergy” with wildlife, which in modern consciousness are often interpreted as the alternative strategies.

Keywords: animal world, consciousness, ecology, ritual, myth, primitiveness, nature, culture, cooperation, management

Abstract: This article is dedicated to the improvisational dance performance “Frozen Laugh”, created by the Austrian choreographer Chris Haring together with the performers of contemporary troop from the theatre “Ballet Moscow”. It is a rare example of work with improvisation within the framework of repertoire dance theatre in Russia. The laboratory, conducted by the choreographer” represents great practical interest. The author describes the peculiarities of show trial and tools used by the choreographer in the context of laboratory research, as well as analyzes the phenomenon of improvisational performance in contemporary dance. Methodological part of the study contains the works of foreign theatrical and contemporary dance experts, such as S. Baines, H. G. Lehmann, E. Fischer-Lichte, alongside the publications of national experts in contemporary dance T. Kuznetsova and I. Sirotkina. Practical part of work is based on the author’s personal experience in theatrical laboratory of the performance “Frozen Laugh” and original interviews with the crewmembers. The scientific novelty consists in the detailed analysis of show trial of the improvisational performance “Frozen Laugh”, as well as the description of mechanism of dealing with improvisation applied by the choreographer. The presented materials can become the foundation for the Russian contemporary dance choreographers in their work, as well as reveal the entire uniqueness of the choreographer’s idea and his stagecraft.   

Keywords: Chris Haring, Moscow Ballet, physicality, movement research, dance performance, improvisation, contemporary dance, improvisation laboratory, improvisation tools, dance