1. Applied and Theoretical Anthropology Perhaps the most important thing is to be fully aware of the fact that every truly meaningful theory must ultimately have practical value. At the same time, the field researcher, faced with

Culturology There is still a memory of the time when officials proposed to exclude cultural studies from the educational standard. Cultural studies began to develop in our country in the 60s of the last century. Scientific centers and departments appeared, the first

Ch. 3. Applied anthropology in action

3.1. Applied anthropology: what is it? Determining the specifics of applied anthropology, its relationship with "non-applied" research is still a problem far from being solved. Evaluation of the results of the applied activities of British social anthropologists

The practical significance of cultural studies. The main directions of applied cultural studies. Knowledge about culture and problems of managing its development. The most important areas of modern socio-cultural activity. Interaction of different cultures and subcultures. Ecology of culture. Innovative potential of applied cultural studies.

The meaning and main directions of applied cultural studies

Science as a form of cognitive activity is divided into fundamental, theoretical and applied, practical. Both parts are interconnected with each other, but relatively autonomous. Each branch of the natural, social, and human sciences has these two parts in its composition. The social value of science is determined both by its theoretical developments and by its application in practice. The improvement of technology is based on achievements in physics, chemistry, and mathematics. Medical practice uses the fundamental developments of genetics and biology. The economy is based on the laws of the market, trade exchange, consumption. In the humanities, the connection between theoretical and applied research has its own specifics. Archeology opens up new pages in the history of culture, ethnography, social and cultural anthropology contribute to understanding the peculiarities of the way of life, mentality, the spiritual world of different peoples and ethnic groups. The enumeration of aspects of the connection between theory and practice can be continued, it is important to emphasize the universality and the need to combine science with practice, taking into account the specifics and characteristics of each science.

Applied cultural studies includes a set of methods, procedures, technologies aimed at achieving practical changes in various areas of cultural life. It is inextricably linked with all theoretical sections of cultural studies, but is aimed at introducing and changing reality. Applied culturology is oriented to the future, offering projects for the modernization of culture, more effective forms of spiritual development of the individual, improvement of the activities of social and cultural institutions, education and upbringing. Applied culturology determines the possibility of using specialists - culturologists trained in the education system.

Applied culturology has several areas of activity.

• 1. Application and use of the main theoretical positions in interdisciplinary research: sociology, social and cultural anthropology, ethnology, social psychology, history, art history and other humanities.
• 2. Development and design of regional culture infrastructure development, taking into account territorial, historical, national-ethnic, demographic, socio-economic conditions and characteristics, interaction between the center and the periphery, the capital and the province, large and small cities, urban and rural settlements.
• 3. Designing the main directions of the globalization process, the development of intercultural communications, the presentation of Russian culture at the international level, interaction with the national cultures of foreign countries.
• 4. Cultural aspects in the practical activities of television, the press, the Internet, theaters, cinemas, exhibitions, galleries, museums, leisure centers and other social institutions.
• 5. Education and formation of the spiritual world of the individual, organization of pedagogical activities, development of programs for teaching the history of world and national culture in various educational institutions and in free time.
• 6. Empirical cultural studies aimed at resolving social and cultural problems in various areas of economic, political, professional, religious, family, artistic, everyday culture.
• 7. Designing and forecasting the development of culture at the federal and regional levels, developing a strategy and methods of cultural policy.
• 8. Carrying out a cultural examination of national projects for the development of education, social security, and the introduction of innovations in various fields of culture.
• 9. Designing the development of interethnic relations, the preservation and development of the culture of small peoples, the education of tolerance.
• 10. Development of ecological culture and preservation of cultural heritage, formation of public opinion on environmental issues, renewal of the historical center of cities, conservation of nature reserves.

I. Culturological rationale for the development of tourism and intercultural communications, the development of the achievements of world and domestic culture, the development of interest in other cultures and tolerance.

• 12. Development of management culture, corporate culture of enterprises, banks, offices and organizations.
• 13. Implementation of cultural analysis in advertising and public relations (public relations), the formation of public opinion on topical issues of culture.
• 14. Development of programs aimed at reducing risk factors in human life and promoting a healthy lifestyle (reducing road traffic accidents, alcoholism, drug addiction, gambling, computer gambling).
• 15. Culturological substantiation of the development of physical culture and sports, education of the culture of the body and spirit, the use of methods of traditional Russian and Eastern culture, traditional medicine and cultural practices of everyday life.
• 16. Development of theoretical and methodological foundations of the cultural policy of the state.

The listed directions represent only the most obvious areas of practical cultural studies, and as science develops and specialists are trained, they will be supplemented and expanded. This is exactly what happened in the development of sociology and ethnology, social and cultural anthropology, psychology and pedagogy. In recent years, practical psychology has been developing especially rapidly, specialists take part in overcoming interethnic conflicts and extreme situations, resolving family problems and interpersonal relationships. Perhaps, by analogy with psychology, it would be more accurate to call applied cultural studies - practical cultural studies. This proposal may be subject to discussion.

Empirical Research in applied cultural studies, they include a theoretical substantiation of the problem, determining the causes of occurrence, development trends, contradictions that led to tension and conflict, the emergence of negative phenomena that reduce the positive potential of culture. These positions form the theoretical basis of the research project. It organically includes a hypothesis that precedes the organization and conduct of the study. It is formulated as a probabilistic assumption about the solution of the problem and therefore acquires the status of a leading theory that receives verification, confirmation or refutation on the basis of ongoing empirical research. As is known, not only a positive, but also a negative result obtained during the experiment is also of practical importance. Theoretical and methodological validity is an important component of applied empirical research. It is this part that largely ensures the cultural literacy of empirical research, providing a strategy for conducting, a reliable description and explanation, and a comparison of the data obtained with other similar experiments.

Applied culturology is based on the principle of the integrity of culture as a system, it studies in interconnection all phenomena, facts, events in the space of the life world. This approach reflects the methodological position of the theoretical substantiation of the research program. In scientific discourse, the identification of a problem situation is the main meaning, a kind of “knowledge about ignorance”. Practical recommendations aimed at solving the problem are the result of cultural research. The empirical level of scientific knowledge involves the determination of appropriate methods for collecting and processing specific information, conducting observation and measurement, organizing an experiment, and modeling the historical dynamics of cultural processes. It is important to keep in mind that conducting an empirical study is a very laborious task that requires special care and a responsible attitude. The collection and generalization of facts in any sphere of culture cannot be an end in itself or represent a chaotic heap of information, devoid of a semantic structure. It only compromises the study.

Applied culturology is a promising innovative area of ​​scientific knowledge that ensures the successful modernization and transformation of modern Russian society and culture. In the process of research, it performs cognitive, diagnostic, empirical, organizational, creative and managerial functions. All this requires the inclusion in practical projects of such sections as forecasting and planning for future changes, the use of social technologies, and methodological recommendations for practitioners.

Currently, it is actively developing, in its structure there are independent directions related to the improvement of the activities of social institutions, the development of culture in the regions, the formation of the spiritual needs of the individual. Applied research is interdisciplinary in nature, using the achievements of the sociology of culture, social and cultural anthropology, ethnography, social psychology, pedagogy and socio-cultural activities, intercultural communication, semiotics and linguoculturology, regional cultural studies, conflictology.

The interdisciplinary connections of applied culturology only emphasize the need to combine the efforts of the humanities in solving the main goal of applied culturology - involving a person in the world of culture, developing the spiritual potential of the individual. This is a complex and lengthy process, depending both on the state of the culture of society, the cultural environment and the circumstances of a person’s life, the objective possibilities for realizing his potentials, and the different interests, aspirations, motives, desires, attitudes and moods of an individual. The coordination of objective and subjective factors, the creation of a favorable cultural environment for the self-realization of the individual and the education of a person who seeks to master the cultural world, join the values ​​of world and national culture, and make a creative contribution to its development - this is the most important task of applied cultural studies. It does not just set goals, but has a set of mechanisms and socio-cultural technologies that ensure the implementation of these tasks. It would be wrong to assume that only applied cultural studies are responsible for the involvement of a person in culture. This task is beyond the power of science alone.

Applied culturology contributes to the successful familiarization of the individual with domestic and world culture, the development of interests and the spiritual world. The organization of the cultural environment and modern technologies can contribute to raising the cultural level of society, overcoming negative trends. In modern society, two trends are rapidly developing: group, collective forms of familiarization with culture and individual interests. Many people avoid group forms of leisure, prefer their own interests and hobbies. Orientation towards collective forms should be organically complemented by individual value orientations. The function of familiarizing the individual with culture is performed by many social associations. Family and family traditions, school and education system, peer groups and friends, cultural atmosphere and spiritual climate of big and small cities, stereotypes and requirements of professional corporate culture, saturation of the urban environment with various cultural institutions, memorable places of historical events and cultural heritage - all this has a influence on the formation of the spiritual culture of the individual. The free development of a person should be based on the diversity of interests and needs of the individual, and socio-cultural technologies contribute to their implementation.

However, despite the best efforts of many cultural institutions, there is a general concern and dissatisfaction with the state of culture in Russian society. The decline in the level of everyday culture, the clogging of the Russian language with slang and foreign terminology, foul language, violation of elementary norms of communication, the spread of crime, corruption, ignorance, disregard for historical and cultural heritage, the destruction of family relations and much more require the combined efforts of scientists, educators, and practitioners to solve these problems. Primitive tastes, limited cultural interests, negligence and untidy appearance, aggressive behavior and rudeness, drunkenness and drug addiction, cynicism and hooliganism have become symptoms of the crisis of Russian culture. These problems are constantly discussed in public opinion, personal communication, and it would be wrong to consider only applied cultural studies responsible for all the shortcomings. They emphasize the complexity and ambiguity of the social problem of involving the individual in culture.

Applied cultural studies provides its socio-cultural technologies and methods through which a person realizes his interests. The peculiarity of modern culture is the dynamic increase in the cultural environment, the expansion of cultural contacts, the publication of novelties of literature, the organization of concerts, art exhibitions and much more. This situation also has a negative impact on the person. He is convinced of the impossibility of "embracing the immensity", there is a need for self-restraint and specialization in the development of culture. This requires social and pedagogical assistance, advice, otherwise a person loses his bearings, the spiritual world becomes more primitive, familiarization with a superficial culture. The ideal of harmonious development remains a distant dream. No less dangerous is a hostile attitude towards culture, contempt for the cultural heritage as obsolete, disregard for the norms of everyday communication, respect for the dignity of the individual. It is necessary to make every possible use of the possibilities of applied cultural studies in order to change the situation, to help overcome negative trends.

One of the first researchers of applied culturology as a scientific discipline and practice of social and cultural activities is Doctor of Cultural Studies, Professor M. A. Ariarsky. The concept of development of applied culturology is supported by the Russian Academy of Education. The author was awarded the title of laureate of the first prize of the competition of scientific projects of the North-Western Branch of the Russian Academy of Sciences in the nomination "Basic Research".

• See: Ariarsky M. A. Socio-cultural activity as a subject of scientific understanding. St. Petersburg, 2008; He is. Applied cultural studies. 2nd ed. SPb., 2001.

The modern development of cultural studies is largely associated with the awareness of the complexity and inconsistency of the processes of the socio-cultural life of society.

In this context, the question of applied cultural studies as a special field of scientific knowledge, within which it is possible to continue an in-depth study of the internal mechanisms that determine the functioning of various spheres of modern sociocultural space, is becoming more and more acute.

One of the urgent tasks is to determine the boundaries of applied culturology, the typology of cultural processes that may be included in the problem field of its research. An important methodological problem is the distinction between fundamental and applied cultural studies as areas of unified scientific knowledge, the identification of specific tasks that determine their functioning in modern society.

These and other problems are still far from being finally resolved; the range of points of view existing in the specialized literature is very wide.

The abstract attempts to analyze the most relevant approaches to understanding applied culturology as a new scientific direction in order to determine its problematic field, tasks, development prospects and areas of application.

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Applied Cultural Studies

Scope of application

INTRODUCTION………………………………………………………………………3

Section 1. Fundamental and applied cultural studies…………………4

Section 2. Scope………………………………………………....9

Section 3. Socio-cultural practice in tourism…………………………..12

Section 4. Globalization in the light of applied cultural studies……………..14

CONCLUSION…………………………………………………………………16

LIST OF USED SOURCES OF INFORMATION…….17

INTRODUCTION

The modern development of cultural studies is largely associated with the awareness of the complexity and inconsistency of the processes of the socio-cultural life of society.

In this context, the question of applied cultural studies as a special field of scientific knowledge, within which it is possible to continue an in-depth study of the internal mechanisms that determine the functioning of various spheres of modern sociocultural space, is becoming more and more acute.

One of the urgent tasks is to determine the boundaries of applied culturology, the typology of cultural processes that may be included in the problem field of its research. An important methodological problem is the distinction between fundamental and applied cultural studies as areas of unified scientific knowledge, the identification of specific tasks that determine their functioning in modern society.

These and other problems are still far from being finally resolved; the range of points of view existing in the specialized literature is very wide.

The abstract attempts to analyze the most relevant approaches to understanding applied culturology as a new scientific direction in order to determine its problematic field, tasks, development prospects and areas of application.

Section 1. Fundamental and applied cultural studies

The applied level of cultural studies was formed during the 20th century. in the developed countries of the world as part of the practical application of the results of scientific research in the field of cultural and social anthropology.

Interest in this kind of knowledge in Russia has emerged relatively recently - since the last decades of the 20th century. and is associated with the radical socio-cultural changes taking place in our country.

An important role in updating the practical aspects of cultural knowledge, of course, is played by both intensive processes of intercultural communication and the transformation of many social institutions, value orientations, and norms of behavior in Russian society. Under these conditions, a specific area of ​​scientific knowledge is being formed in our country - applied cultural studies.

The institutionalization of a new direction in domestic science meets with serious difficulties. It can be recalled that applied culturology, which originally existed in the nomenclature of scientific specialties within the framework of culturology, has now been abolished. However, this does not mean a lack of interest in the development of topical cultural problems in their applied sound. There is a crystallization of research approaches that radically distinguish applied cultural studies from other areas of scientific knowledge, the inclusion of new problems in the sphere of its interests.

The task of the fundamental sciences is the knowledge of the laws that govern the behavior and interaction of the basic structures of nature, society, and thinking.

These laws and structures are studied in a "pure form" regardless of their possible use. The immediate goal of applied sciences is the application of fundamental knowledge to solve not only cognitive, but also socio-practical problems (see: Philosophical Encyclopedic Dictionary, 1983: 405). In the domestic scientific literature, the concept of "applied"

and "practical" are often identified.

Let's try to refer to dictionaries to identify the concept of "applied".

In English, “applied” is applied, and “applied cultural studies” is applied cul $tural studies. The infinitive to apply in translation means "apply, apply, apply, use"; it is this range of meanings that determines the content of the concept under study. In any dictionary of the Russian language, we will see a different arrangement of accents: first of all, “applied” is of practical importance, applied in practice. Therefore, in special studies, applied culturology is often identified with the practical application of knowledge about culture, it is understood as a practical activity that does not require special scientific research.

These trends are opposed by a different research position: applied culturology is a special area of ​​scientific knowledge that has its own theoretical base and scope of practical research in the modern socio-cultural space.

Today, there are several fundamental positions that determine the methodological approaches, goals and objectives of applied cultural studies as a new field of scientific knowledge.

So, A. Ya. Flier offers the following definition: applied culturology is a science “located at the intersection of fundamental culturology with political science, jurisprudence, applied sociology, psychology, pedagogy and seeking to use their methods, technologies for practical impact on the consciousness and behavior of people in in the interests of regulating the cultural and value attitudes of the latter” (Flier, 1997: 145).

The above definition shows that, in the researcher's concept, applied cultural studies, although it relies on fundamental theoretical knowledge, is not an independent area in the system of cultural sciences, since it uses the methodology of related fields of knowledge and has a predominantly practical orientation. The main goals of applied cultural studies are connected, according to A. Ya. Flier, with the solution of the problems of “studying and forming the principles and technologies of purposeful management of cultural processes (of course, within the parameters that can and should be controlled)” (Flier, 2000: 75) .

The point of view of A. Ya. Flier is an example of a practice-oriented approach to understanding the goals and objectives of applied cultural studies, which is widespread among modern researchers.

The next approach, which is important for understanding the problematic field of applied cultural studies, is most clearly represented by the concept of M. A. Ariarsky. The basis of his methodological position is the knowledge of man in the system of diverse socio-cultural processes. In the first place in culturological knowledge, he puts not the study of culture in the broad sense of the word, not the theoretical problems associated with determining the role and place of culture, it is important for him “to determine the ways and means of involving a person in this culture, to develop his skills and abilities of cultural activity …” (Ariarsky, 2001: 22).

He understands applied cultural studies as “a branch of cultural studies that reveals the methodological foundations, patterns, principles, means, methods and forms of human involvement in the world of culture; determining the mechanism for creating a favorable cultural environment…” (Ariarsky, 2000: 27). In other words, he proposes to consider the development of theoretical and methodological foundations for the study of those sociocultural mechanisms that determine, in a broad sense, the functioning of a person in society, as the priority tasks of a new scientific direction. Hence the subject of applied cultural studies, according to M. A. Ariarsky, is “the mechanism of hominization, socialization, inculturation and self-realization of the individual; technology for studying, satisfying and further developing the spiritual interests and needs of people; methodology and methodology for involving a person or a social community in the world of culture, in social and cultural creativity” (Ariarsky, 2001: 10).

Thus, applied culturology here acts as a separate area of ​​scientific knowledge within the framework of modern culturology, which develops its own methodology and studies a wide range of problems related to human development in the system of modern culture.

Another approach to understanding applied cultural studies as a field of modern scientific knowledge can be considered the point of view of I. M. Bykhovskaya, indicated in the recently published collective monograph “Cultural Studies: Fundamental Foundations of Applied Research”. I. M. Bykhovskaya developed questions of the status, content, and functions of applied cultural studies. A fundamentally important characteristic of her research position is the idea of ​​having her own fundamental, theoretical base for applied cultural studies, which should form the basis of a wide range of practical research. The main task of applied culturological knowledge, from her point of view, is “the scientific and strategic support of practice, the resolution of real social problems, which is based on the effective use of existing theoretical knowledge about cultural factors, mechanisms, patterns” (Bykhovskaya, 2010: 21).

I. M. Bykhovskaya attaches particular importance to the definition of the specifics of the theoretical base of applied cultural studies, its difference from the fundamental layer of cultural studies. The key reason for their separation, in her opinion, is the nature of the target orientation.

The fundamental level, she writes, is the increment of knowledge itself as such, “knowledge for the sake of knowledge… the development of the theory of culture, the deepening of knowledge about its essence, morphological characteristics, regularities and mechanisms of the genesis and dynamics of culture…” (ibid.: 20). It separates the concepts of fundamental and theoretical: the theoretical level is included in the structure of applied research, and is not opposed to it.

According to Bykhovskaya, the goal of applied cultural studies is the use of theoretical knowledge about culture in the "scientific and strategic support of practice" (ibid.: 21).

She emphasizes that applied culturology, despite its pragmatic orientation, is not the development of solutions to practical problems of the sociocultural process, but strives for their comprehensive theoretical and methodological substantiation, modeling, and application in various areas of public life.

Today, cultural studies play an important role in comprehending various aspects of the most complex processes that determine sociocultural dynamics.

The author's approach echoes the position of I. M. Bykhovskaya and is similar in its main provisions to the concept of M. A. Ariarsky: practice-oriented studies of modern socio-cultural processes should, absorbing fundamental knowledge about culture, have their own theoretical and methodological base. Understood in this vein, applied culturology turns out to be the most important link in the system of modern humanitarian knowledge, within which it is possible to effectively study the underlying trends and characteristics of the processes of sociocultural development.

We live in a dynamic, rapidly changing world; under these conditions, the need for an effective cultural analysis of the entire spectrum of institutions of modern society is beyond doubt, just as the importance of regulation, modeling, and forecasting of ongoing processes and phenomena is beyond doubt. The solution of these problems to a large extent fits into the mainstream of applied culturology as a field of knowledge that is relevant for modern domestic humanitarian science, synthesizing

achievements of fundamental research and theoretical and methodological development of mechanisms for a comprehensive analysis of socio-cultural reality. The author's understanding of the place of applied culturology in the system of modern science can be summarized in the following definition: applied culturology is a field of scientific knowledge that studies the actual processes of sociocultural activity of people, developing its own theoretical

base of their research, using fundamental knowledge about culture for further practical actions in the modern socio-cultural space.

Hence, the importance of further culturological study of the phenomena of modern sociocultural dynamics becomes obvious. Its task should be, on the one hand, the approval of the status of applied cultural studies in the system of the humanities, on the other hand, the designation of the boundaries, the problem field, the methodological foundations of a new, but highly relevant scientific direction.

Section 2 Scope

The applied level of cultural knowledge was formed in the 20th century in the developed countries of the world as part of the practical application of the results of cultural and social anthropology. The most important reasons for the expansion of the needs of specialists and managerial personnel in knowing the results of cultural analysis can be reduced to the following global factors: intercultural contacts have begun to expand intensively in the world and international tourism has begun to develop; in many countries, the processes of acculturation and the introduction of sociocultural innovations began to intensify; for many traditional societies, the phenomena of modernization and post-modernization have become relevant, which affected not only labor technologies, spiritual values, norms of behavior, but also social institutions, lifestyle in general; the ratio between urban and rural culture changed; the traditional type of personality was transformed, which complicated the process of personal, group, social self-identification; In many countries of the world, a new problem of socio-cultural readaptation of society and man to an unhealthy, catastrophic ecological situation, generated by the technogenic-anthropological factor, has appeared.

Working with culture is a purposeful change of an object or the prevention of changes. For example - the preservation of dead languages.

Technologization of relations between people. Courtesy is a means of overcoming the utilitarian type of interaction.

The second essential characteristic of applied culturology is the integration of forms of activity, which is connected with the life of sociocultural practice.

Structured socio-cultural practice - the main direction, defined thematically.

3 applications:

transformation activity.

There are creative and constructive forms of activity. Creative activity implies innovative activity. In order to keep the socio-cultural system in balance, it is necessary to make efforts to change the way of existence. Faure: "You have to put in extra effort to keep the weight off if you're on a diet."

In creative activity, there is a problem of including what is being created in the life of the socio-cultural system, that is, the problem of assimilation in life:

The first stage: created and glad: out of the eyes, out of the heart, the state of catharsis,

The second stage: the feeling that everything is done wrong, the pangs of dissatisfaction, the desire to improve.

The third stage: the problem of the approval of any act of creation follows from the second.

Constructive activity is aimed at creating the final product.

Animals are not capable of this, the bee performs a genetically programmed program. Man is always creating anew. On the semantic shades of activity, it is possible to distinguish these activities.

Construction - agitation for the result, repeating the composition in a new way of existence.

Creativity is aimed at creation, that is, creativity is a process of self-expression, design is self-expression outside.

The doctrine of permanence. Movement is everything, the end goal is nothing.

Social creativity is creativity beyond constructiveness, pure creativity. M. Bernstein.

Educational activity aimed at generating and disseminating knowledge. In a reduced form, the characteristics of activity are transformed into appropriate information for society. There are two limitations to historical content in the informational approach.

Knowledge is reduced to information (information = form of knowledge content)

The development of knowledge is considered only in a quantitative manner, the consequence of which is the abolition of previous knowledge by the latest. For example - the appearance of a printed book - the abolition of a handwritten one. Here: only the intensification of the dissemination of knowledge. A characteristic of educational activity is an orientation towards a qualitative improvement of the socio-cultural system. Faure - sexual education in the secondary education system - a disease or a better dissemination of knowledge?

Expositional activity is a form of cultural life where cultural values ​​are consolidated, although this happens in the field of educational activities, but visual methods are used here and it has a wider scope. The existence of art is based on this form of activity. Theater, concert activity, music, pop art. Practical goals determine the social functions of cultural studies in various spheres of social and professional activity, they can also include state, diplomatic, military service. Each person, - wrote K. Levi-Strauss, - called to live in contact with a society completely alien to him - be it an administrator, a military man, a missionary, a diplomat, etc. - should have, if not general, then at least special training in the field of cultural sciences. We should agree with this. But it must be added that in modern society every politician, official must understand that without the support of culture, the development of the state is impossible, just as without the support of the science of culture it is impossible to build a model of upbringing and education, i.e. develop mechanisms of cultural identification for a person adequate for the current stage. Consequently, the directions in applied cultural studies are associated with areas of interaction between different cultures, as well as culture and a person (including the transmission of cultural values ​​in the education system), etc. On the basis of studies conducted by culturologists in different countries of the world, scientists have come to the conclusion that each culture is independent and valuable and that there is a denial of the absolute role of any one system of moral concepts. The methodological basis of these cultural studies is the principle of cultural relativism, i.e. recognition of the equality of cultural values ​​created and being created by different peoples. The essence of this principle is the recognition of the independence and usefulness of each culture, the denial of the absolute significance of any one system of assessments, the fundamental rejection of ethnocentrism and Eurocentrism when comparing the cultures of different peoples. Thus, Claude Lévi-Strauss believes that the science of culture will regain its place if we invite African or Melanesian ethnographers to study us as freely as we will study them. This would enrich the sciences of culture, opening before them the ways of further development. Mutual understanding will make it possible to move away from the classification of cultures into “higher” and “lower”, to avoid the desire to squeeze them into the Procrustean bed of any one “reference” culture or civilization.

Section 3. Socio-cultural practice in tourism

Tourism is as complex and multifaceted a concept as "culture". For some specialists, tourism is “travel for fun, the art of satisfying a wide variety of needs that prompt a person to leave his habitual little world from time to time”, “a journey of a person for at least 24 hours” from the area in which he usually lives in another. For others, tourism is a part of politics, a means of strengthening and self-promotion of individual countries and regions. Today, the understanding of tourism has undergone significant changes. Tourism as an element of active leisure has ceased to be considered in our country as a means of ideological influence on a person for the sake of imposing certain values ​​on him, etc. Ideas about the socio-cultural development of individual regions have also changed. A single way of life, the formation of a homogeneous society have ceased to be the dominant value of cultural practice. Society has become aware of the diversity of its own language groups and cultures. This peculiar multiculturalism of the social space is connected with the growth of cultural and creative activity of various ethno-national groups and strata of the population. As a result of social processes, tourism is separated from the state, the demonopolization of foreign tourist services continues, and the development of private entrepreneurship in this area continues. At the same time, the meaning of tourist activity at the moment turned out to be clearly depleted, only superficial tourist motives are preserved: a craving for entertainment, external entertainment, and “simple” recreation. The tourism industry is constantly reinforcing this understanding, where the original meaning of the tourist type of life as a mobile recreation is lost, the main motives of which are: learning new things, discovering internal resources, aesthetic knowledge of nature, history, culture of other peoples. Trends in the development of the tourism industry have formed a "social order" for knowledge and skills of a general theoretical and applied nature. Culture and its phenomena, the mechanisms and dynamics of cultural processes, the interaction of peoples and cultures - this and much more is not only the object of research by a culturologist, but also the "points of application" of cultural knowledge.

Section 4. Globalization in the Light of Applied Cultural Studies

Scientists understand cultural globalization as the formation of common value spaces, manifested in morality, art, communication, lifestyle, behavioral stereotypes, etc. However, some of them believe that cultural globalization is secondary. Thus, the modern German researcher Ulrich Beck analyzes cultural globalization only as a resonant phenomenon that accompanies economic activity. For other researchers, cultural globalization is an independent direction of globalization processes; moreover, it is a cultural and historical process of development and convergence of national cultures on the basis of universal human values. No matter how scientists interpret the concept itself, most of them recognize that cultural globalization leads to serious changes in culture. The global distribution of identical cultural patterns also makes the space irrelevant, because it ceases to be traditional, that is, it loses its original relationship with the people inhabiting it. Real earthly landscapes, rivers, mountains and gorges were full of myths, shadows of ancestors, not only the present, but also the past lived in them. Cultural landscapes constitute a specific category of objects of cultural heritage of a particular people. More than one generation of people took part in the formation of the cultural landscape and their active intellectual and spiritual activities are preserved in the form of materialized objects, complex historical, cultural and natural formations that are carriers of historical memory. From a culturological point of view, globalization is a complex, contradictory, dialectical process, during which mutually suggestive development trends occur and various trends appear: integration and differentiation, universalization and particularization, etc. The key issue of cultural globalization is the ratio of unification and diversity of cultures. The originality of culture initially has a rational basis and serves to form a national identity. The United Nations Earth Charter emphasizes that cultural diversity is a valuable heritage and that different cultures will find their own ways to realize their vision of sustainable living. Since the modern world is acquiring the properties of a multicultural space, tension in interethnic and cultural relations is increasing. The policy of multiculturalism in such a context seems to be the answer to the question of how millions of indigenous people and foreign citizens can coexist or within the framework of a single political, sociocultural space. Multiculturalism is the coexistence of many cultures in one space, which, as a rule, has state borders. Thus, culturological research is aimed at developing rules and norms for the coexistence of different cultures and their carriers in a single society, in a single socio-cultural space.

CONCLUSION

The specificity of the applied level of cultural knowledge lies in its integrative nature, which imposes more complex requirements on those practical solutions that can be developed on its basis. If the applied level of any disciplinary knowledge (for example, economic, political science, sociological, psychological sciences) deepens only its own, narrow sectoral aspect of cognitive activity, and practical recommendations relate only to the corresponding segment of sociocultural practice and are intended for professional industry use, then the cultural approach is characterized by such features, such as an integrative-holistic consideration of the object of knowledge in its historical dynamics, the selection and consideration of such aspects of it as communicative, value-semantic, traditionalist, innovative, group, individual-personal, etc. All this, of course, can complicate the perception of cultural projects and proposals within, for example, such branches of practice as political management, economic activity, social or national policy, etc. Accounting for the totality of socio-cultural qualities and aspects of practical activity is required t the transition of specialists and managers to intersectoral interaction, which allows to deepen the understanding of their professional problems, develop an adequate solution to them, and also effectively implement this solution.

LIST OF USED SOURCES OF INFORMATION

1. Ariarsky, M. A. (2000) Applied cultural studies as a field of scientific knowledge and social practice: St. Petersburg.
2. Bykhovskaya, I. M. (2010) Applied cultural studies: knowledge in action // Culturology: fundamental foundations of applied research. M.: Meaning. C. 7–33.
3. Flier, A. Ya. (2000) Culturology for Culturologists. Moscow: Academic Project.
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Culturology as a scientific (and educational) discipline, it is part of modern cultural knowledge, which also includes the philosophy of culture, the history of culture, the sociology of culture, social and cultural anthropology, and some other disciplines. It is necessary to distinguish cultural studies from related sciences, although it is quite difficult to do this, because they are very close in subject matter and research methods, in addition, the process of differentiation has not yet been completed.

Philosophy of culture- this is a direction of philosophy that studies culture in the context of philosophical problems - being, consciousness, society, personality, etc. Since philosophy, being the science of the universal, of the foundations of being and thinking, tries to give a "picture of the world" as a whole, then, accordingly, the philosophy of culture considers culture as a specifically human way of being. As a scientific discipline, the philosophy of culture - “cultural philosophy” (the author of the term was the German scientist of the early 19th century A. Muller) was formed back in the 10th - 19th centuries, but in general the European tradition of philosophical understanding of culture originates in Antiquity and continues in subsequent eras.

Sociology of culture studies the social patterns of the functioning and development of culture, the forms of manifestation of these patterns, the social institutions of culture and social factors that contribute to the accumulation and transmission of ideas, norms and values, technologies, etc. As a special direction, the sociology of culture developed in Western sociology by the beginning of the 20th century . as a result of the development of science about society and the place of man in it. The term was introduced into sociological science by M. Adler. Today it is one of the leading trends in Western culturological science.

Cultural anthropology represents a modern major scientific trend in the West, an etymological analysis of the terms will help to understand its essence: “anthropos” - a person, “logos” - thought, teaching, science. The formation of cultural anthropology was facilitated by the development in the 60-70s. nineteenth century ethnography (from the words "ethnos" - people, tribe, "grafo" - I write). Cultural anthropology focuses on issues genesis man as a creator and creation of culture in phylogenetic and ontogenetic plan. Cultural anthropological research is associated with the formation of a person as a cultural phenomenon (the emergence of norms, prohibitions and taboos that arise in the process of sociocultural relations; the formation of a person’s attitude and worldview, etc.), with the formulation of questions speakers culture and the interaction of cultures of different types, the suppression of one culture by another.

In social anthropology, which arose in the West at the end of the 19th century, the method of study is the comparison of different types of societies in order to understand the nature of human society, the laws of its functioning. At the same time, the attention of social anthropologists is directed to the study of various aspects of social life, social relations, mechanisms of social control, etc. The differences between cultural and social anthropology are associated with different theoretical approaches to the study of society and culture.

Cultural anthropology is primarily interested in the mechanisms of transmission of cultural experience, the problems of cultural dynamics, while social anthropology mainly studies social structures and processes in archaic and traditional societies, taking into account the ethnic characteristics of their cultures. Supporters of cultural anthropology and supporters of social anthropology proceed from different assessments of the significance of culture and society. Cultural anthropologists consider culture as the primary phenomenon, and society as its subsystem. Social anthropologists put society in the first place, culture is defined as its function. At present, the positions of social and cultural anthropologists are converging.

cultural history- a scientific discipline, on the one hand, which has a long tradition of studying the past, on the other hand, has not received an unambiguous interpretation in modern science. The need to fix and study previous experience was and is in all societies. However, modern history as a scientific discipline with its own method and categorical apparatus was formed in the 19th century. and exists as the history of many countries and peoples of the world. At the same time, in modern science, the history of culture stands out as a theoretical integrative discipline that analyzes the past of these countries and peoples on the basis of certain generalizing constructions, for example, cultural and historical types of organization of life of various human communities from primitive culture to the present day. Many scientists include it in the composition of cultural studies, according to other experts, it is an independent scientific discipline. There is another, narrower approach to the history of culture, according to which it is considered exclusively as the history of artistic culture.

Let's turn now to cultural studies. In foreign science, the term "culturology" is associated with the name of the American anthropologist L. White (1900-1975), although the German scientist W. Oswald is considered the author of the term, and this is not accidental. L. White used this concept to designate a science that should deal with human behavior, but not from the psychological side (psychology deals with this), but from the side of its “extrasomatic tradition”, that is, cultural, which goes beyond the purely bodily. L. White believed that “objects and phenomena that make up culture are located in time and space 1) in the human body (ideas, beliefs, emotions), 2) in the processes of social interaction of people, 3) in material objects (axes, factories, earthenware) outside the organism, but within patterns of social interaction between people" . White also assigned a special role in culture to the symbols in which human cultural reactions are clothed, and thereby determined the specifics of cultural studies as a science. However, in the future, cultural studies went through a difficult path of development, it was combined with anthropology, and the term itself was used extremely rarely. Today there is an opinion that "culturology in the West as a science does not exist" .

In Russia, until recently, there was no such science, various cultural phenomena were studied within the framework of other sciences, and only since the late 80s - early 90s can we talk about the separation of cultural studies into a separate branch of humanitarian knowledge with its own object and subject of study. Until now, there is no unity in the understanding of cultural studies as a scientific discipline. There are at least three approaches to its definition. The first, integrationist, according to which culturology is a complex of disciplines that study culture, because culturology arose at the junction of many sciences - the philosophy of culture, cultural and social anthropology, ethnology, psychology of culture, sociology of culture, history of culture, and in the 1990s it was predominantly such. The second, which interprets cultural studies as a section of various scientific disciplines that study culture. And the third, considering it as an independent, autonomous scientific discipline. Many people join this position, we also share it.

There are also attempts to reduce cultural studies to one of the disciplines close to it - to the history of culture, to the philosophy of culture, etc., which makes cultural studies a narrower discipline. S. Ya Levit objects to this approach: “There is an opinion that cultural studies is only a theory of culture, and the history of culture is related to it as a specific historical science with theoretical knowledge, and if the history of culture explores the past, then cultural studies is knowledge of the current cultural life , the structure of culture, its functions, development prospects. Culturology is focused on the knowledge of the society that connects various forms of cultural existence of people. The historical and theoretical ways of considering the forms of human cultural existence are in unity in cultural studies. That is, cultural studies can be considered as knowledge about past and modern culture, its structure and functions, development prospects.

Culturology is divided into fundamental and applied. Fundamental considers theoretical problems in their timeless and historical context (historical culturology based on the concept of "picture of the world"). It explores the general patterns of the course of cultural processes, studies cultural phenomena that have a systemic character, and single, unique phenomena and events. At the highest level of scientific generalization, he deals with the problems of the general theory of culture, that is, the problems of the categorical apparatus of cultural studies, its research methods, the development and analysis of general concepts of culture as a system, the typology of culture, its structure and functions. The area of ​​interest of cultural studies also includes the study of historical variants of socio-cultural systems with different principles of social organization, different mentalities and "pictures of the world", different systems of values ​​and norms, different channels of communication, different ways of accumulating and transmitting cultural experience, etc., but together with this, the search is not only unique, but also typological features, which allows us to see specific and universal in specific cultures. Culturology studies the problems of introducing a person into culture and society, acquiring cultural competence and identity. She also explores cultural semantics—i.e. languages ​​and codes of culture, signs and symbols in their embodiment in a particular culture, in traditions and rituals, in mythological images and material monuments, etc.

Applied Cultural Studies studies the problems of cultural policy, the types and possibilities of modern mass communications and their role in the production of cultural norms. In addition, applied cultural studies deals with the identification, research, popularization and preservation of historical and cultural monuments. The range of interests of applied cultural studies includes the study of the basics of modeling socio-cultural processes, the development of types of project activities in the field of culture. AND I. Flier identifies several main research areas in it. This is a general theory of cultural policy associated with the identification of socio-cultural value orientations of society and the development of a strategy to maintain them, this is the theory and methodology of the activities of cultural institutions (libraries, museums, exhibitions, memorial structures, structures for holding artistic and entertainment events, theaters, film crews, creative unions, restoration workshops, etc.) that implement “a cultural policy for the socialization and inculturation of the individual in a purposeful and systematic way”, these are issues of training professional personnel for work in the field of culture, including culturologists, this is the theory of extra-institutional interactions associated with the study of small social groups. Applied culturology is needed to develop scientifically based recommendations for solving the most important problems in the life of modern society and predicting the ways of its development.