Bocharnikova I.S. Effects of PR-Activities Segment HoReCa Organizations on Consumer Behavior of Young People: Sociological Analysis
DOI: https://doi.org/10.15688/lp.jvolsu.2017.3.13
Irina S. Bocharnikova
Candidate of Sociological Sciences, Associate Professor, Department of Sociology,
Astrakhan State University
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Tatishcheva St., 20А, 414056 Astrakhan, Russian Federation
Abstract. Nowadays in the context of new social and economic conditions the social role of consumption in Russian society is growing. Consumer activity of the population acquires new forms. The consumer behavior of young people has become affected by the socio-economic environment. A huge number of various cafes, restaurants and hotels appear in modern cities. Their main customers are young people. The variety of the HoReCa market creates conditions for competition, and a consumer becomes the object producers fight for. The results of quantitative and qualitative researches of PR technologies affecting consumer behaviour of the young are representedin the form of mutually reinforcing materials on the basis of which it is concluded that one of effective way to attract customers is advertising distributed in the Internet, which can attract consumers’ attention by helping them to select a suitable product or service. The impact of advertising as a kind of PR technology on young people is explained by exceptional sensitivity and easiness of perception of different values and patterns of behavior by this age category. The theme of the research is actual as for the whole Russian segment HoReCa as for Astrakhan in particular, as quantity of restaraunts and cafes is rapidly growing nowadays. In this regard the importance of this theme is stipulated by the necessaty of studying modern aspects of consumer behaviour influenced by PR activity of organizations and revealing the peculiarities of this impact on forming consumer behaviour in HoReCa segment.
Key words: consumer behavior, advertising, Internet, PR-technologies, HoReCa (Hotel-Restaurant-Cafe), attraction-getting and agitational power of ads, channels of dissemination of advertising.
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Internatsionalnaya St., 3, 398050 Lipetsk, Russian Federation
Abstract. The article shows the link between social mythology and ideology. Modern social mythology and political ideology are presented as similar in mechanism of penetration into the public consciousness phenomena capable of being significant contributors to socio-political development. In social mythology there are two levels – “archaic” and “opportunistic” (“instrumental”). Duplex measurement of social mythology is evident in the functioning of the “global” myths. So, for example, the myth of the hero trends of transformation of social mythology today are demonstrated. The mythology of the images of Stalin in the context of transformation of contemporary social mythology is analyzed: changes in many dimensions are revealed – the ontological, axiological, praxeological. The social mythology is influenced by both internal (internalist) factors and the specific context (externalist factors): social and cultural environment, political situation. The article notes the resemblance of ideology and social mythology. A key criterion in determining the difference between the social mythology and ideology, is not the method of transmission, mechanism of action and targets, and not even the context and the content itself but the content of these phenomena. If the content of social mythology has depth, goes back to antiquity, the ideology only trying to “imitate” the myth, using its capacity to service current, market interests. Despite the fact that the main functions of social mythology in general positive, the penetration of social myths in the scope of the policy will always bear the threat to social development. Currently, the policy becomes relevant predictive function of social mythology and it is important that the public demand for a new social mythology was felt by political elites and transformed into tangible programs and concrete actions. Consideration and comparison of the features of social mythology and, in particular, political myths lead to the conclusion of the dual and contradictory role of social mythology in politics and in society in general. Public demand for a new social mythology and ideology should be felt by political elites and transformed into tangible programs and concrete actions.
Key words: social mythology, ideology, political myth, “archaic” and “conjunctural” (“instrumental”) levels of social mythology, “global” myth, myth of the hero.Internatsionalnaya St., 3, 398050 Lipetsk, Russian Federation
Abstract. The article shows the link between social mythology and ideology. Modern social mythology and political ideology are presented as similar in mechanism of penetration into the public consciousness phenomena capable of being significant contributors to socio-political development. In social mythology there are two levels – “archaic” and “opportunistic” (“instrumental”). Duplex measurement of social mythology is evident in the functioning of the “global” myths. So, for example, the myth of the hero trends of transformation of social mythology today are demonstrated. The mythology of the images of Stalin in the context of transformation of contemporary social mythology is analyzed: changes in many dimensions are revealed – the ontological, axiological, praxeological. The social mythology is influenced by both internal (internalist) factors and the specific context (externalist factors): social and cultural environment, political situation. The article notes the resemblance of ideology and social mythology. A key criterion in determining the difference between the social mythology and ideology, is not the method of transmission, mechanism of action and targets, and not even the context and the content itself but the content of these phenomena. If the content of social mythology has depth, goes back to antiquity, the ideology only trying to “imitate” the myth, using its capacity to service current, market interests. Despite the fact that the main functions of social mythology in general positive, the penetration of social myths in the scope of the policy will always bear the threat to social development. Currently, the policy becomes relevant predictive function of social mythology and it is important that the public demand for a new social mythology was felt by political elites and transformed into tangible programs and concrete actions. Consideration and comparison of the features of social mythology and, in particular, political myths lead to the conclusion of the dual and contradictory role of social mythology in politics and in society in general. Public demand for a new social mythology and ideology should be felt by political elites and transformed into tangible programs and concrete actions.
Key words: social mythology, ideology, political myth, “archaic” and “conjunctural” (“instrumental”) levels of social mythology, “global” myth, myth of the hero.
Effects of PR-Activities Segment HoReCa Organizations on Consumer Behavior of Young People: Sociological Analysis by Bocharnikova I.S. is licensed under a Creative Commons Attribution 4.0 International License.
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