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SOCIAL SCIENCES & HUMANITIES

A special issue devoted to Vectors & Narrative Discourses of Modern Society

Vol. 25 (S) Jul. 2017 (Special Edition)

Guest Editors Konstantin Vodenko, Svetlana G. Karepova, Bigaysha Z. Akhmetova & Altynay Zh. Dossanova

A scientific journal published by Universiti Putra Malaysia Press

JSSH Journal of Social Sciences & Humanities AN INTERNATIONAL PEER-REVIEWED JOURNAL EDITOR-IN-CHIEF EDITORIAL BOARD Mohd. Shahwahid Hj. Othman 2015-2017 Economics, Natural Resource & Abdul Mansur M. Masih Gong-Soog Hong Patricia Matusky Economics, Consumer and Family Environmental Economics, Economics Economics, Econometrics, Finance, Music, Ethnomusicology, Malay and King Fahd University of Petroleum and Sciences, The Ohio State University, USA. Indonesian language, Literature and Valuation Minerals, Saudi Arabia. Culture, Grand Valley State University, Jacqueline Pugh-Kitingan USA. Alan Maley Music, Ethnomusicology, Borneo and CHIEF EXECUTIVE EDITOR English Language Studies, Teaching of Papua New Guinea Studies, Universiti Rohany Nasir English Language and Literature, Leeds Malaysia Sabah, Malaysia. Psychology-Career counseling, Nayan Deep S. Kanwal Counseling for Adolescents and Adults, Metropolitan University, UK. James R. 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Preface

ELDirect was established in early 2014 with the support of scientific research undertaken by young and talented scientists and researchers whose goal was and still is to promote academic studies and research in the field of the Social and Economic Sciences. ELDirect aspires to provide a full picture of the views of the social learning and research community in discussions that will continue to take place in future research programmes in the Russian Federation, and as a permanent scientific forum where sociologists, economists and researchers can meet and exchange ideas and experience. ELDirect together with the Don State University had the pleasure of organising the following annual conferences: Aspects of the Development of Science, Education and Industrial Modernisation (ADSEandIM 2014-2016); Vectors and Narrative Discourses of Modern Society (CVNDMS 2016); and Development of Modern Multi-Disciplinary Research (DMMDR 2017). The application for full-text publications of original and unpublished fundamental scientific research in all fields of social and economic sciences (CVNDMS 2016) led to the receipt of 52 papers, 15 of which were accepted for publication in this volume (28% acceptance rate). We expect this to be the model for future ELDirect conferences; the conferences will be a source of high-quality scientific papers marked for publication. The scientific papers published here cover a number of basic topics within the Social and Economic Sciences. We believe that these papers offer innovative research and take the Social and Economic Sciences one step further. Organising an international conference and also editing a volume of scientific papers necessarily requires time and effort. We therefore would like to gratefully acknowledge the efforts of the authors and reviewers of this publication, who in adhering to strict timetables, helped to finalise this special issue. We thank the local organising committee of Don State Technical University, Prof. Dr. Konstantin Vodenko, Dmitry Shkurkin (Director of ELDirect) and Prof. Dr. Iskandar Kobersy (Deputy Director for Scientific Work of the Institute of Polytechnic Institute Branch of Don State Technical University) for their kind support in having this issue published. We are also thankful to Dr. Nayan Deep S. Kanwal, the Chief Executive Editor of Pertanika Journals, for his kind cooperation in releasing this issue. Guest Editor: Konstantin Vodenko (Prof. Dr.) Svetlana G. Karepova (Prof. Dr.) Bigaysha Z. Akhmetova (Prof. Dr.) Altynay Zh. Dossanova (Prof. Dr.)

July 2017

Pertanika Journal of Social Sciences & Humanities Vol. 25 (S) Jul. 2017

Contents

Vectors and Narrative Discourses of Modern Society Problems of Identificative Matrices Transformation of Modern 1 Multicultural Persons in the Variative Discourse of Electronic Informative Society Identity Irina S. Karabulatova, Khanif S. Vildanov, Anastasiya A. Zinchenko, Elena N. Vasilishina and Anatoly P. Vassilenko

Social and Economic Differentiation of the Issues Affecting the Health 17 of Modern Russians Vlada V. Sharipova, Chulpan F. Gabidullina, Svetlana V. Lobova, Natalya V. Shevchenko, Pavel A. Smelov and Galina M. Rossinskaya

Features of Leadership Development of Kazakhstan Elementary 31 School Pupils Botagul A. Turgunbaeva, Gulmira R. Aspanova, Altynbek K. Moshkalov, Asan Abdrakhmanov, Gulnara K. Abdrahman and Alima T. Kenzhebayeva

The Direction of Transformation of Information and Communication 45 Technology (ICT) at the Present Stage of Development into an Electronic and Information Society Faiz F. Khizbullin, Tatyana G. Sologub, Svetlana V. Bulganina, Tatiana E. Lebedeva, Vladimir S. Novikov and Victoria V. Prokhorova

The Problem of Fixation of Siberian Endangered Languages in the 59 Multimedia Corpus: Evidence from the Siberian Tatars Tyumen Region Dialect Guzel Z. Fayzullina, Elena N. Ermakova, Alsina A. Fattakova and Habiba S. Shagbanova

The Modern Problems of Communication and Social Interaction of 89 Deviant Teenagers Using Social Networks Irina V. Mkrtumova, Aykumis I. Omarbekova, Dmitry S. Silnov, Elena A. Sulimova and Asem Kurmashkyzy Revamping the Higher Education System of Modern Kazakhstan for 105 Integration into Global Education Gulnara K. Abdrahman, Orynkyz K. Joldassova, Svetlana S. Amandosova, Alima T. Kenzhebayeva and Gaukhar E. Sanay

Mega-Discourse on the Cognitive and Ethno-Cultural Aspects of the 125 Problem of the Functional and Genre Stratification of Modern Sport Larisa G. Yarmolinets, Sultan M. Akhmetov, Elena N. Luchinskaya, Zhanna Z. Terpelets and Maria N. Kunina

The Specifics of an Estimate Discourse of Gender Stereotypes in 137 Small Forms of Folklore in a Network Discourse of Electronic and Information Society at the Beginning of the 21st Century Zaineta R. Khachmafova, Irina S. Karabulatova, Svetlana V. Serebriakova, Anastasiya V. Zinkovskaya and Elena N. Ermakova

The Evolution of the Concept of Public Health in Modern Youth 151 Discourse Margarita S. Vyhrystyuk, Tatiana P. Rogozhnikova, Galina I. Semenova, Irina A. Shusharina4, Elena A. Savelyeva and Olga V. Kunygina

Problems Inherent in Transforming Multinational Corporations Using 165 Islamic Banking as a Reflection of Modern Globalisation Dmitry S. Silnov, Maria V. Zelinskaya, Nikolay P. Gusakov, Lora N. Fedyakina, Ilmira R. Koshchegulova and Alla S. Karabulatova

The Evolution of Characteristics of Gender Stereotypes in Modern 179 Advertising as a Reflection of Consumer Demand Dmitry V. Shkurkin, Ekaterina V. Shevchenko, Elena A. Egorova, Iskandar S. Kobersy and Venera O. Midova

The Social and Pedagogical Characteristics of a Future Teacher’s 195 Readiness for Developing the Intellectual and Creative Potential of a Junior Schoolchild in the Heterogeneous Ethnic Environment Tatiana O. Bondareva, Natalia N. Khan, Elena N. Pristupa, Altynay Zh. Dossanova, Tatiana L. Kremneva and Rakymzhan Turysbek

Integrative Strategy of Constructing Positive Images of Ethnic Identity 211 in Modern Electronic and Information Discourse Lyudmila A. Shvachkina, Valentina I. Rodionova, Dmitry A. Lushnikov, Tatiana I. Barsukova and Aleksandr E. Gapich Pertanika J. Soc. Sci. & Hum. 25 (S): 1 - 16 (2017)

SOCIAL SCIENCES & HUMANITIES

Journal homepage: http://www.pertanika.upm.edu.my/

Problems of Identificative Matrices Transformation of Modern Multicultural Persons in the Variative Discourse of Electronic Informative Society Identity

Irina S. Karabulatova1*, Khanif S. Vildanov2, Anastasiya A. Zinchenko3, Elena N. Vasilishina4 and Anatoly P. Vassilenko5 1The Peoples’ Friendship University of Russia, 117198, Moscow, Central Federal District, Russia 2Ufa State Petroleum Technological University, 450062, Ufa, Republic of Bashkortostan, Volga (Privolzhsky) Federal District, Russia 3Department of Russian and Foreign Languages, Tyumen Higher Military Engineering Command School named after Marshal of Engineering Troops A.I. Proshlyakov, 625001, Tyumen, Tyumen region, Ural Federal District, Russia 4Department of Language Training, Police Captain, Karaganda Academy of the Ministry of Internal Affairs of the Republic of Kazakhstan named by Barimbek Beisinov, 100001, Karaganda, Republic of Kazakhstan 5Faculty of Romance and Germanic Philology, Bryansk State University named after Academician I.G. Petrovsky, 241036, Bryansk, Bryansk region, Central Federal District, Russia

ABSTRACT The relevance of the proposed research topic is that the 21st century can be called the century of the explosion of identities. National identity is seen as self-determination of individuals and groups in local community coordinates, contrary to the logic of globalisation, with its model of the world citizenship and transnational identity, played and produced in a globalised world that is projected on the sphere of international interpersonal relationships inside the society, affecting, thus, social mega-, macro- and micro levels. Thus, it is necessary to analyse and evaluate national identity in the sociological discourse. Comparison and identification of explanatory, analytical and predictive capacities of research formed the theoretical and methodological approaches to national identity in the context of globalisation processes, which characterised the isolation, distancing from other national and ethnic groups, the ARTICLE INFO search for a national collective “I” and the Article history: Received: 20 November 2016 inclusion of the identity of the resource as Accepted: 5 May 2017 a “prize” in the competition for a position E-mail addresses: [email protected] (Irina S. Karabulatova), in a globalised world. The complexity [email protected] (Khanif S. Vildanov), of the national identification process is [email protected] (Anastasiya A. Zinchenko), [email protected] (Elena N. Vasilishina), caused by the multi-dimensional criteria of [email protected] (Anataloy P. Vassilenko) * Corresponding author identity and its impact upon political, social,

ISSN: 0128-7702 © Universiti Putra Malaysia Press Irina S. Karabulatova, Khanif S. Vildanov, Anastasiya A. Zinchenko, Elena N. Vasilishina and Anatoly P. Vassilenko cultural and symbolic capital. This research possessing production and dissemination highlights the need to study the implications of knowledge, with an increased share of of information exchange and the negative services related to knowledge. Despite the aspects of the formation of personal identity. fact that the term “post-industrial society” came into use quickly and spread widely Keywords: Electronic information society, globalisation, in contemporary scientific literature, there identity, multicultural identity, the identity matrix is still conceptual ambiguity regarding this identification; it obviously requires more INTRODUCTION specific scientific definition. Bell suggested Today, there is an obvious need to review the that the main concern of the post-industrial basic concepts of the structure, properties society is respect for talent and distribution and essence of modern society. A number of educational and intellectual institutions. of studies have been carried out to ascertain The post-industrial society is characterised the transformation of the societies identified by the new elite, and prizes qualifications as industrial, post-industrial, risk society, obtained by individuals through education, consumer society and information society rather than the possession of property, as well as the concept of the civilisation of inherited or acquired through entrepreneurial services. skills, or political position achieved with the Different researchers have given support of parties and groups. different terminology to classify today’s The term “information society” first society. Darendorf spoke of it as the “post- appeared in the early 1960s, and is attributed capitalist” or “service class society”, while to the Tokyo Institute of Technology. The Toffler referred to it as the “super-industrial” term received worldwide recognition after or “third-wave society,” Furaste wrote about the publication of Masuda’s famous book, it as the “service civilization,” Masuda Information Society as a Post-Industrial called it the “information and computer” Society, published in Washington in 1981. society and Draker referenced it as the “post The main characteristics of the economic” society. The most persistent information society have been identified and generally accepted concept of society in reports submitted to the Japanese today is that it is a “post-industrial” and government. In these reports, the “information” society. Although Risman information society was defined as one in first used the term “post-industrial society” which computerisation would give people (or “leisure society”) in 1958, the real access to reliable sources of information, founder of the concept of post-industrialism save them from routine work and ensure is considered to be Bell. Bell emphasised a high level of automation. This would that this identification was rather a tool of change the production process itself, as theoretical analysis than actual designation products would become more “capacious of the existing system. It pictures society as information,” meaning that there would

2 Pertanika J. Soc. Sci. & Hum. 25 (S): 1 - 16 (2017) Problems of Identificative Matrices Transformation be an increase in the share of innovation, However, the status of the information itself design and marketing a part of products’ is unclear: whether it acts as an independent value. “The production of an information cause of change in society, or is information product, not the product of the material will technology only a means for the realisation be the driving force behind the formation of the impact of scientific knowledge? What, and development of the society”, suggested in fact, are the laws of the organisation of Masuda (1983, p. 236). the information required by law and the Masuda posed one of the most development of socio-economic systems? interesting and developed philosophical What, finally, gives the dominant value of concepts of the information society. The information logical flow? foundation of this new society, in his All of these issues are the result of the view, was to computer technology, the fact that the important concepts related to main function of which is seen in the the information society are social structure, replacement or significant strengthening social system and the selection ratio of of human brainwork. The information the material and the ideal, the objective technology revolution, he predicted, would and the subjective, social being and social quickly turn into a new production force consciousness. All of this can be found and make possible the mass production in a single information flow in symbolic of cognitive and systematic information, spaces, forms of knowledge and technology new technologies and knowledge. The programmes as a result of information. This potential market would be the “boundary makes identifying the laws of informational of the known,” increasing the possibility of influence a difficult task. solving urgent problems and cooperation. The leading sector of the economy would METHODS be intellectual production, whose products The research object of this study was a would be accumulated and disseminated modern information society as unity of through new communication technologies. objective and subjective aspects. The The information society is structured by subjects of the research were the social these space-dynamic processes, coordinating aspects of information security in a modern the various cycles in tempo-rhythmic (Russian) society. The theory and methods sequence. Flow space does not form a single employed rested on local and foreign spatial logic of modern societies, but is general humanitarian thought that captured itself the dominant logic, since it relates the the essential features of a modern society, relations of domination and subordination of the phenomena of danger and safety and the interests of coordinating the functions. the specifics of their manifestation in the The overall result of all of the approaches information society. listed above is the idea that information is To provide the most complete a major determinant of modern society. analysis of selected problems in the socio-

Pertanika J. Soc. Sci. & Hum. 25 (S): 1 - 16 (2017) 3 Irina S. Karabulatova, Khanif S. Vildanov, Anastasiya A. Zinchenko, Elena N. Vasilishina and Anatoly P. Vassilenko philosophical terms, we used the dialectical the surrounding area information [have] method of knowledge of social processes in collapse[d]. Time information on the combination with the structural-functional interaction between the most distant points approach, comparative methods and [are] close to zero.” What he meant was that semantic analysis, as well as the established the information society changes the status principles of the phenomenon of security and the role of time. It is shown here as a research, formulated in the works of Russian special ‘collage’ of time. Merging events and foreign scientists. The most important in various combinations in the computer of these is the principle of unity of security information world expresses a virtual and sustainable development. reality that creates the phenomenon of Due to the nature of the object and ‘timeless time’. Therefore, noted Castells subject of study, a number of methodological (2000), “…on the one hand, the immediate techniques employed by different disciplines dissemination of information across the such as sociology, political science, globe, [with] live reports from the scene psychology and synergetics were used. provide unprecedented temporal immediacy of social and cultural events ... on the RESULTS other hand, mixing times in the media, and In social and information systems, what is happening inside [the one same] internal and external aspects are not communication channel, and optionally easily discernible. Flow of information, the viewer / participant interaction, creates programmes, technologies and the substance a temporary collage, in which not only of interior systems that ensure the integrity mixed genres, but also their time base is of the whole are not expressed in the converted into a synchronous flat horizon information perceived by members of the without beginning, without end and without society and, therefore, are not included in any order. The timelessness of multimedia everyday relationships as being the most hypertext is the defining feature of our important condition of their feasibility. The culture” (Castells, 2000). Electronic Information Society regards The reasons for the emergence of freedom and opportunity as great illusions the “new marginal” changes in the social of autonomy of private subsystems in the structure are the crisis and the reforms aimed individual’s everyday life. Rastorguev at creating a new social and economic model (1999) stated that “the day of today, with of society. The main sphere of social change its telecom computing systems [and] psycho is the socio-professional structure, and this technologies [have] radically changed transformation has led to the emergence [the] environment. Some information of groups within the population who are streams [have] turned into a continuous the most vulnerable to intense and radical stream. If earlier it was possible to “stem” changes in society. These social groups specific information channels, today all lost their former social status and have the

4 Pertanika J. Soc. Sci. & Hum. 25 (S): 1 - 16 (2017) Problems of Identificative Matrices Transformation opportunity to acquire a replacement that is an objective obstacle of this process is fundamentally new in relation to the former the market-value consumer system that social system status, but which could not has become evident, which is calculated create (or rather, it was not purchased) more on individualism and competition, not normal conditions, or a socially acceptable cooperation. operation. It becomes a ‘marginal medium’ It is increasing at the level of that is exposed to the greatest manipulations ‘habituation’ of society to foreign invasion, of the media as the individuals are separated and most importantly, alien, information. from the social environment and their reality Thus, based on her sociological research, is replaced by a pseudo reality created by the Pavelyeva noted the widespread increase media based on images generated by mass in the population of hypnotisability (up to culture and the mass media. 90%), and the decreased ability for critical The peculiarity of this situation is perception of information. Only 15% of the that the separation of national origins, population, according to her, has retained culture and traditions cannot create a new this ability (Pavelyeva, 2016). This means collective (community), even with the that there is a reduction in the subjective participation of people in institutions and basis of the output of the process from organisations (Gabdrafikov, Karabulatova, the systemic crisis facing Russians. As Khusnutdinova, & Vildanov, 2015). What Silvestrov (2000) noticed, in modern Russia, are created are pseudo groups, as there is no “the prospect of the future disappears, and linking of people informally and at the level is now perpetuated. There is disruption of of the morality of their existence. Individuals space and time, which are devoid of any can have any interests, but almost they do fundamental theme or concept that can bring not develop the most important thing i.e. people together. Events of confusion only the need to consider their own problems increases the hope for some kind of solution through the prism of the interests of the that will stop the expansion of the existing collective and to organically communicate structures to satisfy a need in the community with each other in personal and collective ... The need for a social or collective identity (the wider public) ways. So today attention fueled by desires and fears associated with is given to, for example, the development of the need for communication, protection of a psychological climate and organisational instability ... This need will only increase culture of the leadership of different as the retraction of our countries into the organisations and enterprises as a steady global modernization. Social identity close-knit team that has not only significant search can be seen as the establishment productive potential, but also the possibility of a new form of “post-soviet solidarity”. of the socialisation of individuals, forming It will likely reflect common sense than them, if not through public, then at least the combination of interest. The very through group social orientations. However, desire has no apparent purpose, and is not

Pertanika J. Soc. Sci. & Hum. 25 (S): 1 - 16 (2017) 5 Irina S. Karabulatova, Khanif S. Vildanov, Anastasiya A. Zinchenko, Elena N. Vasilishina and Anatoly P. Vassilenko addressed to any authority, but permeates complication of the socio-economic all openly expressed requirements and relations, which caused psychological public evaluation of government activities” discomfort for many Russians who found (Vildanov, 2014). all the changes taking place in society However, we do not have the internal to be incomprehensible and therefore, communication between informatisation pointless. The collapse of economic and and democratisation (the development of social relations led to the ‘atomisation’ an active civil position of the population), or rupture of social ties between society which is marked in Western countries. and individuals. As a result, individuals In addition, the information space of the experiences a massive loss of active life. country itself is inhomogeneous: it actually Changes in the social and economic copies the settlement structure in the spheres inevitably entailed serious territory of Russia. The uneven level of psychological consequences. Emotional information is also characteristic of the tension in society, which can manifest social system: the sphere of economics and as fear, anxiety, apathy, aggressiveness, management in a much more computerised rumour spreading etc. The sources of this than social sphere, where there are still a psychological state are not only systemic lot of elements that can be attributed not imbalances in society and the decline only to the industrial, but also to the pre- in subjectivity, but also the blurring of industrial society (Chuev et al., 2016). There boundaries between the appropriate and is also evident unevenness (inequality) the forbidden, indicating a lack of clear in the ratio of social and subjective side criteria for the selection of behaviour and and system-organisation: the population other psychological and emotional problems (excluding residents of the largest cities caused by a lack of internal measures in the country) in their daily lives do not to gauge the adequacy and relevance of cover and do not master at the proper level information made available to the public. information space with its flow, expressed in A research project in January 2003 cultural, industrial, market and management helmed by the Fund looked at public infrastructure (Gabdrafikov et al., 2015). opinion in a nationwide poll with a sample A significant part of the population still of 1,500 respondents in 100 settlements of does not have advanced IT needs to not all economic and geographic areas of Russia only read daily newspapers and analyse (home interviews). Russians of different events of national life, but also in general to ages, social status and level of education participate in information communications. as well as of both genders were asked to Therefore, the objective social sphere express their opinion of the dangers that tends to inner ‘compression’ and a kind of presently concerned them and were asked ‘atomisation’. to relate what they believed were problems This process is affected by a significant inherent in Russian society with which

6 Pertanika J. Soc. Sci. & Hum. 25 (S): 1 - 16 (2017) Problems of Identificative Matrices Transformation the population were unable to cope. One and others were perceived as a threat by purpose of the study was to compare these 54 to 63% of the respondents. A survey results with similar studies in 1996 and 1999 in 1999 recorded that the perception of i.e. revealing the dynamics of the social environmental hazards was significantly well-being of Russians. As the authors note, reduced from 66% to 50%. However, the survey, conducted in January 2003, ecological problems did not seem to be identified three major fears that Russians discussed due to the intensification of seemed to be facing. political and economic troubles. The main social fear among Russians Today, a socio-cultural normative shift as a result of changes in society was drug has occurred. Ivanov and Shubkin (2005) addiction (36%), followed by crime and stated that poverty, unemployment, crime robbery (34%), terrorism (30%), corruption and other social problems had created (27%) and the situation in Chechnya (27%). environmental problems around the globe. This was followed by threats related to They opined that people seemed more social and economic adaptation: a low concerned about amassing and retaining standard of living (28%), unemployment wealth than about the environment. They (27%), inflation (14%), and the economic believed that economic trouble was crisis and economic decline (12%). The associated with social breakdown that third fear was associated with large-scale resulted in declining living standards and problems and crises that were beyond the poverty, which made up 71% of the cause control of man common to Russia such as of this breakdown, lawlessness (63%), natural and military disasters, and comprised unemployment (60%) and criminalization environmental disasters and catastrophes (66%). This, they concluded, was leading to (12%), military threat from other countries anxiety about daily living conditions. (10%), accidents and disasters dues to That sense of injustice can be considered transport and manufacturing (8%) and an important general indicator of the social international conflicts (7%). well-being of citizens, caused largely by The authors of the paper that reported imbalance and systemic crisis in the country on these fears provided interesting seen in a developing sense of justice among conclusions concerning the dynamics of the people, the tradition of democracy, fear over the study period. For example, an information culture not yet developed surveys in 1996 showed that 50 to 70% of for a large part of the population and old Russians experienced increased anxiety forms of social existence that had become about environmental issues, economic ineffective and illusory. In this regard, the problems, decreased living standards, creation of conditions for the formation of poverty. Another 66% were disturbed by a positive national and civic self-identity other social phenomena. At the same time, is crucial for allowing the positive aspects social deviations, such as crime, corruption of informatisation in Russia to be realised

Pertanika J. Soc. Sci. & Hum. 25 (S): 1 - 16 (2017) 7 Irina S. Karabulatova, Khanif S. Vildanov, Anastasiya A. Zinchenko, Elena N. Vasilishina and Anatoly P. Vassilenko

(Karabulatova et al., 2016). metaphors of time, created in historiography, Identity is a phenomenon that covers literature and art” (Nestik, 2003, p. 12). different levels beginning with personal and Solving our problems has special value for ending with social (and even international) subjective identity forms through which identity. However, in any of these meanings society can be integrated (Ostrovskaya, identity is discovered from existing as Karabulatova, Khachmafova, Lyaucheva, part of the whole. The national identity of & Osipov, 2015). These forms of identity, individuals is related to their emotional of course, relate time to the symbolism of experience with their native culture, the culture, and the peculiarities of mentality mentality, the overall realities of political of the social community (Karabulatova, and civil life that are linked to certain 2013). Awareness of human group identity parties, currents, ideologies, interests, the through temporal categories in the scientific political structure of the country and etc.. In literature is possible as a temporary identity. this respect, identity is a condition of social, In other words, social time expresses the political, and other communications as a ontological characteristics of functioning sense of modernity and using more universal people in society. They show that the terms such as ‘we’ when it comes to feeling division of society into ‘us’ and ‘them’, and consciousness. which is now apparent in Russia for various Identity is the specific content of a reasons, especially in value-ideological standard, not only cultural or valuable, but areas such as property material wealth, due of space-time as well. At the level of time, to the different experience of time. But time identity can be regarded as the present, as identity is probably a common space the experience of individuals and groups for national, civil, spiritual and cultural themselves in the context of a present. identity. This is the state of division in “Modernity is not only the incorporation of our society, which Ahiezer designated as individuals in the internal structure of each “special pathological state of the social other, but time and harmonising prospects system, the larger society, characterized at all levels of representation of time ... at by acute congestive contradiction between the time the interpersonal level: the adoption culture and social relations, the collapse of of rules governing the sequence and pace of the universality and cultural backwardness cooperation, the use of discursive strategies of social reproduction, reduced ability that bring together interlocutors in time; at to overcome contradictions between the the level of institutional time: writing itself mentality and social relations, to ensure a in biographical and career charts, graphs, and harmonious consensus” (Akhiezer, 2016, calendar time, focus on common guidelines p. 289). If culture represents the subjectivity for planning time; at the level of cultural of society, social relations is its objective time: common ideas about the nature of time, side (Vildanov, 2014). The dichotomy of the use of common means of expression and the two leads to a dramatically weakening

8 Pertanika J. Soc. Sci. & Hum. 25 (S): 1 - 16 (2017) Problems of Identificative Matrices Transformation subjective component in relation to the despite its external division and disruption, objective, since in this case culture no longer nevertheless tends to unite (Ostrovskaya et contributes to the reproduction of social al., 2015). We agree with Silvestrov’s view integrity. that the need for social or collective identity At the same time there are other layers is fueled by desires and fears associated with of socio-cultural identity that contribute to the need for communication, protection from the possibility that Russian society exists volatility, as well as confidence in the sense for itself, as a form of original and holistic of separation. This need will only increase expression of identity. It is necessary to as country becomes modern and global in reserve a common language, the most outlook. The search for social identity can be profound manifestation of the mentality seen as the establishment of a new form of and the collective unconscious (cultural ‘post-soviet solidarity’. It will likely reflect codes and morality). Considerable social common sense rather than shared interest. differences can still be reconstructed to Desire has no apparent purpose, and is not some extent among the general population, addressed to any authority, but permeates although not always clearly so for that all openly expressed requirements and population to perceive and experience evaluation of public authorities (Silvestrov, Russia as a whole organism. Indeed, 2000). collective consciousness has created certain Thus, it is the desire of the population stereotypes of perception that affect reality, for internal cohesion, although this desire is behaviour and thinking. Mentality or expressed more emotionally than rationally a common spiritual mood, a relatively or consciously. Nevertheless, it may serve coherent set of ideas, beliefs, spirit, skill, as a basis for social change. which creates a picture of the world and strengthens the unity of cultural tradition or DISCUSSION to any community ... The mentality should Global information networks have become be distinguished from public sentiments, an instrument of information and political values and ideologies ... But the public and cultural expansion of technologically mood changeable, cradle. Mentality has a developed countries compared to more sustainable; it includes values, but underdeveloped or developing countries not limited to them, as characterized by (Karabulatova, 2013). Decentralisation of a deep level of collective and individual modern society has led to the complication consciousness. of social life, which, in turn, has caused That is why society retains the main strengthening of reliable social controls. components of its national and ethnic Information has become a mass product origin as well as its mentality: it really and an economic category (Chuev et al., “think[s] in Russian” rather than in any other 2016). It is bought and sold. Differences language. However, modern Russian society, in the economic and financial status of

Pertanika J. Soc. Sci. & Hum. 25 (S): 1 - 16 (2017) 9 Irina S. Karabulatova, Khanif S. Vildanov, Anastasiya A. Zinchenko, Elena N. Vasilishina and Anatoly P. Vassilenko social actors has given rise to a new kind and information” (Korsuntsev, 2001). But of inequality, the inequality of information. if there is no difference between the subject Information inequality is characteristic and the information, then the subject itself of the condition and level of the becomes the information environment; development of different countries, regions, this not only mystifies reality, it also opens communities and social groups in terms the way to the dictates of people and of their involvement in the movement technological information (Aleksentsev, of the global information society. It is 1999; Karabulatova, 2013; Karabulatova et estimated by, first, the degree of access to al., 2016; Rastorguev, 1999). In fact, the modern information and communication subject can only be permitted to operate technologies, information systems and technological information if he is distanced networks and, secondly, the degree of from the information processes. preparedness of the population to live and Subjects create an information work in an information society. It is a kind environment that includes information of cultural facet. technology, software and hardware and Today, energy efficiency tools, processes other equipment. To circulate and preserve of co-operation etc. are forms and means of information they create a market information action of a single informational universe, service, information strategies and types the continuum, in which the boundaries of information management. Therefore, between ends and means are relative in content, direction and execution of (Ivanov, 1996) in an industrial society. The (landmarks, signals, symbolic representation information continuum is a special form etc.) information always ‘contains’ the of social existence. This all-encompassing social position of the subjects and their resource, which is formed on the basis of interests. That is why the information the universality of the space distribution expresses and models the organisational and consumption of information, begins to structure of any enterprise, team and blur the boundaries between the subjective country. In this regard, even the digital and the objective, the feasible and the divide models and expresses unevenness, valid. Today, the impact of information differences between the socio-economic seems so universal and its world complete development of countries and regions and and pervasive that as a subject information differences between the various segments is treated as reality. From Korsuntsev’s of the population, leading to a deepening of point of view, the “subject exists in the social and cultural contradictions between technological environment of virtual reality, them. virtual transformed forms created by him. Castells stated that “...The infrastructure Based on the requirements of the adequacy of our daily lives – from energy to transport of the conditions of his existence ... the and water supply systems – has become so subject – immaterial structure, immaterial, complex and confusing that its vulnerability

10 Pertanika J. Soc. Sci. & Hum. 25 (S): 1 - 16 (2017) Problems of Identificative Matrices Transformation has increased exponentially.” While new regular or conventional news reports. From technologies help security systems they here it is important to see the possibility also make our daily lives more and more of loss of national identity and therefore, susceptible to external influences. Price independence. Indeed, when information increasing protection – that’s life in the is controlled by government institutions, system of electronic locks, alarms and problems arise that may complicate both on-line police patrols. It will also mean an domestic and inter-state relations. This is a increase of fear. ... This is also a measure problem that all countries face, regardless of relativity human progress (Castells, of their level of technological development. 2000). The high vulnerability of the The problem of protection against new national information infrastructure enables effects generated by an information society unfriendly states, terrorist organisations, disturbs many researchers in modern society; criminal groups and individual hackers to it is explored extensively in the literature. cause damage to the country, comparable to The most interesting, in our opinion, are the the impact of weapons of mass destruction works of Aleksentsev, Grinyaev, Gromyko, (Karabulatova et al., 2016). Lepsky, Lopatin, Pocheptsov, Prokofiev, Protection from such exposure may Rastorguev, Smolyan, Streltsov, Tsygichko be only clear self-awareness and self- and Chereshkin. determination of society, which should be The number of works devoted to the characteristic of the social subject. Indeed, scientific study of information security the only firm support for self-identity are issues is growing. The terms “security of cultural traditions, especially mentality, informatisation” and “information security” national values, etc. These can keep the are two of the most frequently used, as a original subjectivity of society as the simple search on the Internet will reveal. basis for its independence and freedom to However, these concepts have become more distance it from any external information important and should be explored further not interventions. But this involves a high degree to mention practiced in politics. While there of integration of social, civic and patriotic are different views as to what “information consciousness and self-consciousness to security” actually means, all the definitions clearly understand its place and role in the offered so far concern maintenance and how modern world. is can be best implemented. Its definition At the same time, people abandoned in alone deserves in-depth analysis as a means the flow of information, often alone, cannot of understanding through semantics how distinguish truth from fiction or myth from this term reflects a changing society and its facts of reality. Hence the threat and danger identity. of losing their identity data community, It is obvious that the concept of because its ‘text’, the symbols and values, “information security” and “information are embedded in the same language as the security” are interconnected and

Pertanika J. Soc. Sci. & Hum. 25 (S): 1 - 16 (2017) 11 Irina S. Karabulatova, Khanif S. Vildanov, Anastasiya A. Zinchenko, Elena N. Vasilishina and Anatoly P. Vassilenko interdependent. Quite often, they are used 1. relative to the total; as synonyms. Of course, if the object 2. reliable; of protection is indeed information, this 3. timely. would be acceptable. However, the term Aleksentseva points to the fact that “information security” has other meanings. these requirements are in force for the It is understood and how the security duration of the circulation of information, of the information, and how lack of as their violation on the stage later could threats of information entities (objects) of also lead to wrong decisions or even to information relations. Aleksentsev defined impossible decisions, so information must it thus: “Information security is the state be protected from the effects of violating its of the environment informative providing status. However, this still does not take the satisfaction information needs of subjects concept of ‘information security’ to the level of information relations, information safety of the concept of ‘public safety’. The ratio of and protection from negative entities in- subject information, no communication with formational impact” (1999, p. 47). The the system-wide processes presented as the information environment, understood as foundation of information security, makes it the sphere of activity of subjects related to difficult to choose the correct solution in any the creation, conversion and consumption given situation; after all, private or special is of information, acts in this context as a always defined in relation to the total. meta-object protection. Thus, according to Maksimov saw a way out, addressing Aleksentseva, information security involves “high-quality models of the situation” as three components: “complexity working out solutions due to the 1. Satisfaction of information needs fact that in order to predict the consequences of the subjects included in the of decisions must take into account the information environment; complex structure of the relationships. The 2. Security of information; situation is complicated by the fact that, 3. Protection of subjects of as a rule, authentic qualitative information information. about these processes (socio-economic) Aleksentsev explained, “It cannot be absent, so that they can be judged only by achieved without the subject of information circumstantial characteristics” (2003). security presence”. He added, “... the On this basis, we should recognise that a absence of required information may have, dominant position in the list of information as a rule, have negative consequences.” requirements from the perspective of Naturally, it took to explain what is meant information security is authentic. A half-truth by the necessary information (Aleksentsev, is worse than a lie. It gives false hope and 1999, p. 47). Aleksentseva opined that the leads eventually to the adoption of incorrect information required to meet informative solutions that are dangerous to society. The needs should be: work includes other mechanisms, and the

12 Pertanika J. Soc. Sci. & Hum. 25 (S): 1 - 16 (2017) Problems of Identificative Matrices Transformation behaviour of the programme. If incoming Herein we see two opposite states of society information is not verified, the inadequacies that touch on information security and the of the system will not be overcome, thereby safety of modern Russian society (Akhiezer, compromising safety. 2016). At the surface level there is social Thus, subjects (objects) of information cleavage, disruption of society manifested relations should be protected against in lack of identity at the class level and substandard goods and unscrupulous differences in the material standard of manufacturers. However, this requires living, social classes, ethnic groups etc. the development of specific information This level of social psychology, ideology, filters for proper balance. With such filters political and other vested interests cause in the national defence, international law destabilisation and loss of social stability. and scientific activity, to name only three However, at the same time, the existence of domains, in place, there would be no need social fears and anxieties of the population for secrecy and information shared would indicates that society itself or at least the be reliable. Reliable information in today’s majority of the population is concerned world can guarantee survival. about this condition. This attitude arises from the underlying mentality, culture and CONCLUSION symbolic representations and spirituality. A distinctive feature of modern society One segment of the population as a subject is total computerisation. However, may maintain internal unity, and therefore new information and communication appreciate reality from the standpoint of technologies are not only huge potentials unity, but not all are. Hence, people are for increasing productivity, improving driven to have their social, national and production of goods and services and spiritual identity clarified. This enables achieving quality of life. It also comes with the preservation of national independence, new threats. The main danger to society is despite the lack of democratic forms of the possibility of identity loss of individuals, social interaction and the low level of social groups, society, political subjectivity and activity among the people. This is one of the correct identity due to the displacement fundamental differences between modern of external information. This can distort Russia and Western countries. If the latter reality as ‘reality’ becomes virtual, built sought information and developed it on the upon information and technology using basis of a developed democracy, publicity, sophisticated and advanced tools and civil and legal culture, national priorities, methods. Russia compensates for the lack of this, Society feels discomfort from its seen as weakness, by preserving the deep condition of being fragmented, although layers of its identity. Today, this requires this is caused by objective reasons mainly special techniques and programmes for its due to economic and political pressure. activation and in order to increase its impact

Pertanika J. Soc. Sci. & Hum. 25 (S): 1 - 16 (2017) 13 Irina S. Karabulatova, Khanif S. Vildanov, Anastasiya A. Zinchenko, Elena N. Vasilishina and Anatoly P. Vassilenko on the consciousness and behaviour of Chuev, I., Panchenko, T., Novikov, V., Konnova, individuals and communities. According to O., Iraeva, N., & Karabulatova, I. (2016). Ivanov, “Today’s society is ready to throw Innovation and integrated structures of the innovations in modern Russia. International off the shackles of former stereotypes to Review of Management and Marketing, 6(1S), overcome the prevailing [cultural shock] 239–244. to go on a fundamentally new way of Gabdrafikov, I., Karabulatova, I., Khusnutdinova, development of the social space. We can L., & Vildanov, K. (2015). Ethnoconfessional say that in spiritual life has accumulated factor in social adaptation of migrant workers in potential of development, based on the the Muslim regions of Russia. Mediterranean deep traditions of authentic folk culture on Journal of Social Science, 6(3S4), 213–223. solid supports of natural intelligence and Ivanov, V. (1996). Social technologies in the modern erudition, breadth and emotional perception world. Moscow: Nizhny Novgorod, Publisher of life” (Ivanov, 1996, p. 292). of the Volga-Vyatka academy of state service. Thus, in the information society virtual Ivanov, V., & Shubkin, V. (2005). Mass anxiety of structures occupy an increasingly prominent Russians as an obstacle to the integration of place, filling in all the layers of life and at the society. Sotsis, 2, 24–25. same time taking over a number of functions Karabulatova, I. (2013). The problems of linguistic in the context of a significant acceleration modeling of new Eurasian linguistic personality occurring in its processes and events. in multilinguistic and mental environment (by In this regard, work is required to example of onomasphere). Middle-East Journal educate society on the proper attitude to of Scientific Research, 17(6), 791–795. information and to expand their horizons Karabulatova, I., Akhmetova, B., Shagbanova, and accountability. It is necessary to clarity K., Loskutova, E., Sayfulina, F., Zamalieva, internal communication processes between L., … Vykhrystyuk, M. (2016). Shaping positive identity in the context of ethnocultural the state and the public as well as the information security in the struggle against individual. Also important is understanding the Islamic state. Central Asia and Caucasus, how information is shared in society. 17(1), 84–92.

Korsuntsev, I. (2001). Applied philosophy: the REFERENCES subject and technology. Moscow: Institute Akhiezer, A. (2016). Russia: Historical experience for enhancing the qualification of the public of the critic (3rd ed.). Novosibirks: The Siberian service. Chronograph. Maksimov, V. (2003). Basics of cognitive modeling. Aleksentsev, A. (1999). Essence and value concepts Structurally-target analysis of socio-economic of “information security”, “security of situations. In cognitive analysis and development information”, “information security”. Safety of management situations. Proceedings of the Information Technology, 1, 47. 3rd International Conference in 2 Volumes. Moscow. Castells, M. (2000). The information age: Economy, society and culture. UK: Blackwell Publishing. Masuda, Y. (1983). The information society as

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postindustrial society. Washington: World security of the Union of Russia and Belarus. Future Soc. Retrieved from http://www.jurfak.spb.ru/ conference/18102000/material_conf.htm Nestik, T. (2003). Social construction of time. Sotsis, 8, 12–2. Rastorguev, C. (1999). Very brief lecture on the theory of information warfare. RUS-SKY. Ostrovskaya, T., Karabulatova, I., Khachmafova, Z., Lyaucheva, S., & Osipov, G. (2015). The Silvestrov, C. (2000). Self-determination of discourse of the Russian elite in the ERA Russian society in the conditions of global “liquid” modernity as a problem of ethnic, modernization. Society and Economy, 1(7). social and cultural security. Mediterranean Vildanov, H. (2014). National values in the structure Journal of Social Science, 6(3S4), 147–154. of ethno-cultural and national identity of the Pavelyeva, O. (2016). Information-psychological individual. Basic Research, 9-1, 214–218.

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Pertanika J. Soc. Sci. & Hum. 25 (S): 17 - 30 (2017)

SOCIAL SCIENCES & HUMANITIES

Journal homepage: http://www.pertanika.upm.edu.my/

Social and Economic Differentiation of the Issues Affecting the Health of Modern Russians

Vlada V. Sharipova1*, Chulpan F. Gabidullina2, Svetlana V. Lobova3, Natalya V. Shevchenko4, Pavel A. Smelov5 and Galina M. Rossinskaya6 1Department of Finance and Banking, Ufa State Petroleum Technological University, 450062, Ufa, Republic of Bashkortostan, Volga (Privolzhsky) Federal District, Russia 2Department of Management in the Fuel and Energy complex, Tyumen Industrial University, 625000, Tyumen, Tyumen region, Ural Federal District, Russia 3Department of Economics, Sociology of Labor and Personnel Management, Altai State University, 656049, Barnaul, Altai region, Siberian Federal District, Russia 4Laboratory of the Study of Demographic Processes, Institute of Management, Belgorod State National Research University, 308015, Belgorod, Belgorod region, Central Federal District, Russia 5Research Laboratory of Innovative analytical development, advanced training and retraining of personnel in the field of statistics, Plekhanov Russian Academy of Economics, 117997, Moscow, Central Federal District, Russia 6Department of General Economic Theory, Bashkir State University, 450076, Ufa, Republic of Bashkortostan, Volga (Privolzhsky) Federal District, Russia

ABSTRACT Health is one of the factors that allow for identification and self-identification, and lead therefore, whether one has good health or not can lead to a sense of inequality. Not only is health a prerequisite in social interaction and social cohesion, it is also an essential factor for guaranteeing public and private psychological well-being among social groups and communities in modern society. This study employed sociological methods to study the health of the population, and was limited to information selection and analysis similar to that of the health department system. The qualitative method was used to analyse the social logic of people’s behaviour and motivation in attending to health. Social and statistical study of public health is at its initial stage and is characterised by its descriptive character, ARTICLE INFO Article history: limited database, discrepancy and even Received: 20 November 2016 Accepted: 5 May 2017 bad indicators. These serve as information

E-mail addresses: reference points for statistical studies. In [email protected]( Vlada V. Sharipoval), [email protected] (Chulpan F. Gabidullina), Russia, such study is lacking. In the area [email protected] (Svetlana V. Lobova), of public health, social and economic [email protected] (Natalya V. Shevchenko), [email protected] (Pavel A. Smelov), differentiation is one of the factors of social [email protected] (Galina M. Rossinskaya) * Corresponding author dependence.

ISSN: 0128-7702 © Universiti Putra Malaysia Press Vlada V. Sharipova, Chulpan F. Gabidullina, Svetlana V. Lobova, Natalya V. Shevchenko, Pavel A. Smelov and Galina M. Rossinskaya

Keywords: Differential approach, health economy, public health are not indicated; there is a medical sociology, public health need for medical social statistics indicators to be updated according to subject and INTRODUCTION scientific practical mission (Karelova, 1999; One of the reasons for this study was Karyukhin, 2003). that available medical research data and One of the signs of insufficiency in medical statistics cannot characterise the scientific data collection and methodology is true determinants of health as well as the dearth of social statistics of public health. health status in Russia. Eliseeva listed three Theory and social statistics on public health areas that lack sufficient data for proper as a scientific branch at this stage of its analysis: assessment level of medical aid development are inadequate and therefore, for the population, characteristics of medical researchers, managers and practitioners are institutions of different types and statistical left unhappy and dissatisfied, unable to do analysis of clinical trial results (2003). their jobs properly. In these areas, social statistics tend to be The development of modern social substituted for medical statistics. However, statistics must begin with the definition of the social statistics must be orientated on principles and conceptual approaches as polyaspectual coverage of the social factors, well as the establishment of traditions tied which are focussed on discovering new to social statistics as a branch of study and approaches to medical sociology. an independent profession that is serious Eliseeva also noted the lack of data on about investigating the problems of public the social statistical indicators of public health. Underestimating this methodological health (2002), listing two main indicators, and organisational scientific task is quite namely, demographic determinants such as dangerous. This danger is determined by length of life and death-rate by sex, age and that the general lag in the social statistics of causes of death, and morbidity rate, which public health or the private gaps in the special includes persons sharing different health problems of the public health service, which status (by sex, age, etc.), the number of impede information support of public health acute diseases, the number of new proven services. This lag complicates the scientific diagnoses and indicators of self-assessment and practical implementation of the social of health by the population. and system concept of the public health These indicators are the usual focus service, which embodies the scientific ideas of interest in medical statistics. Only two of the social dependence and social structure of them are beyond this traditional focus: of public health. Most of the research results length of life (a demographic indicator) will remain in non-demand until the social and self-assessment of health (Lapin, 2000; statistics reach a stage of institutionalism Rzhanitsyna, 2001). The most significant and self-actualisation as a profession social and socio-medical characteristics of (the methodological fundamentals clearly

18 Pertanika J. Soc. Sci. & Hum. 25 (S): 17 - 30 (2017) Social and Economic Differentiation of the Modern Russian defined, which meet the scientific and research of public health interrelation methodic standards and staff training system with the theoretical apparatus of medical for the information and analytic departments science and the infrastructure of the current of the public health system). health system (first of all, with preventive medicine); the social statistics of public METHODS health compliance with the information The social and statistical characteristics of needs of the developing control system the public health service are available for of the public health service; the internal selection and analysis. Experience has shown scientific and methodical compatibility of that corresponding scientific interest and the statistical databases being formed and material resources, as was made available in analysed (for the comparative analysis and some regions of Russia such as Novgorod, forecasting); and hope of minimising errors Moscow and Tyumen, allows for a modern in the developed estimates of the social and social and statistical base that characterises statistical analysis of public health. the regional health system. This also allows Providing complete and reliable sources access to problems, social and professional of statistical information is a huge problem opportunities and directions in developing in collecting the social statistics related to personnel in the health system for at least public health. As a rule, the indicators of three or four years (Dobrokhleb, 2008; the state statistics, created from the results Karyukhin, 2003). It is also possible to of the population census, sample survey of analyse social and statistical characteristics households or reports of medical institutions of public health where the indicators are are limited and not complete in terms often latent and arduous. These include of demographics (sex, age, city/village, information, specialised requirements in territory). They are overshadowed by other reference to representativeness and scientific more important social factors. and methodical conclusions. One of the basic approaches to This study hoped to discover the key improving the medical and social statistics principles of the social and statistical study of public health is information and technical of public health based on assessing the social integration of the existing departmental statistics of public health status in Russia. databases for the purpose of creating a The study also hoped to investigate results of single personified database on patients sociological and statistical studies conducted that characterises public health sufficiently with research centres under the Russian completely. At the regional level this Academy of Medical Sciences. The studies problem is solved through the integration included social statistics compliance with of the following databases: incidence of the social and system model of public health disease by appealability (being formed in and healthcare services; the programme medical and diagnostic establishments); and instrument of social and statistical regional funds needed for compulsory

Pertanika J. Soc. Sci. & Hum. 25 (S): 17 - 30 (2017) 19 Vlada V. Sharipova, Chulpan F. Gabidullina, Svetlana V. Lobova, Natalya V. Shevchenko, Pavel A. Smelov and Galina M. Rossinskaya medical insurance and other insurance Therefore, their empirical measurement by companies; birth rate and mortality structure means of an inquiry will allow assessment (collected by the Civil Registery Office and of the social and subjective prerequisites medicolegal investigation authorities); and for public consciousness and behaviour in invalidisation (formed by medical and social a range of problems dealing with health examination authorities). However, this (Kuzembekova & Meimankulova, 2015). To information and technical solution does not solve the problem of the complexity of the provide a complete and adequate database social and scientific study of public health, on public health, as it should include the following points must be included statistical indicators, which are specially among the integrated indicators: (a) quality concentrated on the social aspects of public of medical care (in its own medical and health and healthcare (Karyukhin, 2003). clinical indicators, invalidisation, mortality It is necessary to develop a more etc.); (b) social and economic efficiency effective accounting branch system soon of medical care (general duration of to deal with the complexities of collecting treatment of patients being cured; duration these statistics. Such a system must cover of patients’ postclinical disability; and the essential social factors of public health, the necessary labour and professional rather than just status factors that are usually mobility of patients, etc. during treatment); widely applied, for instance, gender or age, (c) accessibility of public health service in addition to statistics related to activity and resources for various social groups of the mental health. population; (d) behavioural strategies of the Effective social statistics on public population in the health domain (real and health and healthcare services will lead to a ideal [conditional] commitment of different set of integrated quality indicators gradually. social groups to a lifestyle, self-treatment A concise set of social and statistical and its main technological types prevalence indicators includes medical (departmental) [behavioural strategies]); (e) health self- statistical indicators such as levels and assessment and health status satisfaction; (f) structure of disease incidence, invalidisation health status awareness; (g) social groups’ and medico-demographic indicators. In attitude towards their health; (h) and the order to limit indicators, it is efficient to main groups of the population’s satisfaction include three blocks: (a) priority indicators with the action of the health system. Also, of health among other vital problems the list of its key weaknesses that are fixed (a tabular question in reference to three in public opinion. statements); (b) high-quality medical care To select just these indicators we relied availability; and (c) behavioural strategy in previous sociological study on public health the health domain. according to the three stages of annual The specified characteristics are monitoring (the years of 2002-2005) and objectively interconnected in real life activity. the complex research of public health in

20 Pertanika J. Soc. Sci. & Hum. 25 (S): 17 - 30 (2017) Social and Economic Differentiation of the Modern Russian the Novgorod region (the years of 2005- parameters of public health assessment. 2006). In reference to these indicators, it These methods include more traditional was necessary to try out the empirical fixed standardised inquiry that enables collecting threshold levels, which would fulfil the the necessary information for checking role of criteria in assessing public health such factors of behaviour as age and processes and status theoretically and gender, marital status and the place in practically. Knowing how similar problems settlement structure, main occupation were slowly solved and the statistics system and living standards, real or retrospective made inert in the country, it only remained characteristics of work and branch to rely on large-scale complex studies of belonging. public health by means of using a set of Information collection about the socio- social indicators. psychological and socio-cultural factors of Acting as a component of large consciousness and behaviour differentiation scientific work, the sociological research, in the health domain is especially an as a rule, solves certain tasks and uses important and difficult task of sociology. corresponding methods. Socio-economic However, we have to admit the difficult and demographic statistics collection is character of many factors of behaviour, usually required and the data are then respectively, the quantitative and high- analysed. This is necessary for comparing quality indicators, which allow for checking economic development, the population’s of the hypotheses related to public health living standards, peculiarities of the region’s social dependence. The necessary blocks settlement structure and demographics. of sociological research indicators covered: Therefore, the characteristics of age and • sociocultural properties (ethnic sex structure, the natural and mechanical origin, level and nature of education, movement of the population, economical people’s valuable attitude towards and medical indicators (technological and their health); personnel resources of public health service • socio-psychological and awareness etc.) are usually included in the range of indicators (general self-assessment the empirical indicators. A specific place of health, satisfaction and in a range of statistics is taken by the data uneasiness concerning health characterising the ecological quality of status, knowledge of the established the population or groups of the population diagnoses of diseases existence, environment being surveyed. disability status and dispensary for Other methods are focussed on the diseases, professional medical care characteristics, which are out of the field or self-treatment orientation); of available economic and demographic or medical statistics and are necessary for • factors of health and risk of disease analysing special social and behavioural incidence (genetic burden, working

Pertanika J. Soc. Sci. & Hum. 25 (S): 17 - 30 (2017) 21 Vlada V. Sharipova, Chulpan F. Gabidullina, Svetlana V. Lobova, Natalya V. Shevchenko, Pavel A. Smelov and Galina M. Rossinskaya

conditions and physical activity, A person whose activities generally dependence on psycho-active revolve around his family lives in a agents, level of stresses, etc.); smaller circle of social dependence and • availability of the general and responsibility. Adult respondents living specialised medical care, individual alone with no family of their own assess and group experience in getting their health as bad or very bad by one help and social interactions in third more frequently. They tend to worry different sectors of health system, more about their health than their peers of general satisfaction and sharpness the same age and having the same health of the single weakness perception conditions but who have their own family 2 in health system activity. do. The behavioural models of the two The typical groups of tasks and demographic groups being considered in sociological parameters, defined above the health domain are significantly different. in public health research are efficiently The first group refuses to seek medical reflected in the applied methods of data advice if they are ill less frequently and collection. They sometimes require an tend do so twice oftener if they have any exit beyond more habitual quantitative diseases. A ‘soft’ refusal of medical advice methodology and an appeal to qualitative is a prevailing behavioural model (to see methods. a doctor only if seriously ill) among both So, the present status of the social groups i.e. single people (68%) and those statistics of public health and healthcare married (72%). remains low. The methodological plan The distinctions given above as to given above do not settle all the important behaviour can be partly explained by questions concerning this branch of the features of time budget and social knowledge and point to the need for special connections of groups of different marital efforts on its further development. status (Frolova, 2014). An adult person

RESULTS fixed in the inquiry: (1) living out of wedlock, A person’s social milieu determines the (2) divorced, (3) widowed, (4) married once, (5) living with a partner outside marriage, psychological specificity of his personality. (6) married twice. Considering the variety This specificity is shown in personal self- and relativity of marital status and the given sufficiency and orientation (concentration) categories, the subjects could be divided into of individual resources, including individual two groups: those living with their family (4, 5, 6) and those living without their family (1, 2, 3). health. This hypothesis is generally 2 In all 10-year cohorts of working age among confirmed in the statistical analysis of the people living alone, as a rule, the average standardised inquiry of adults data1. number of those anxious about health exceeded the corresponding indicator of family men by 1 The following types of marital status were 0.12.

22 Pertanika J. Soc. Sci. & Hum. 25 (S): 17 - 30 (2017) Social and Economic Differentiation of the Modern Russian having his own family generates little time value was more important than health, and care for attending to his own health as spiritual development and personal and he is more concerned about attending to public security. This finding is confirmed the health of his family. This allowed for by many special studies (Lapin, 2000; strengthened mutual help among family Rzhanitsyna, 2001). This outcome is due members, better labour and duty distribution to conditions prevalent in Russia since the and reliance on the physical, temporary and two last decades of the 20th century. In this economic resources of relatives. regard, pensioners were the exception. By primary occupation among the The social and economic groups listed adult population (aged 18 and above) above differ significantly in their behaviour we distinguished seven groups in the when ill as seen in Table 2 below. The research. They are presented in Table 1. findings show a prevalence of applying self- Employed people and pensioners were the treatment strategies. largest group. One of the most noticeable The group responding with a “rigid distinctions was found in these groups’ refusal” of professional medical care in attitude towards their health value. case of illness varied widely from 7% to Health value was apparently not the 20%. The highest prevalence of “rigid main concern among the subjects in most refusal” was shown, as one would expect, of the groups presented in the table. It was among pupils and women on maternity not considered a resource. The value of leave (prenatal leave or child-care leave), providing for individual or family living amounting to 20% of the group. The standards was more important to pupils lowest prevalence was among pensioners, and employed people especially during including the occupied population (7-9%). periods of radical market reforms triggered This is partly explained by their age; the by social and economic degradation. This elderly tend to show peculiar responses

Table 1 Adults’ primary occupation and their attitude towards health in percentage (%)

Those agreeing (%) Health is not the main No. Adults’ primary occupation (%) Health is the main concern; there are more concern in my life important concerns 1 Working (50.4) 37.3 61.5 2 Studying (3.8) 31.6 56.7 3 Studying and working (3.0) 34.4 55.6 4 Retired and working (6.7) 55.3 36.9 5 Retired, not working (27.5) 83.3 19.8 6 Not studying and not working (4.5) 49.3 45.2 7 On maternity leave and child-care leave (1.8) 27.5 67.0 8 Total 50.6 46.1

Pertanika J. Soc. Sci. & Hum. 25 (S): 17 - 30 (2017) 23 Vlada V. Sharipova, Chulpan F. Gabidullina, Svetlana V. Lobova, Natalya V. Shevchenko, Pavel A. Smelov and Galina M. Rossinskaya

Table 2 Primary occupation and answers to the question, “Do You Always See a Doctor in Case of Illness?”

Will see a Will not see a Will see a doctor if No. Adults by primary occupation doctor if having doctor (%)* seriously ill (%)* a disease (%)* 1 Working 15.2 71.5 10.7 2 Studying 18.7 56.1 22.5 3 Studying and working 13.2 70.9 14.6 4 Retired and working 9.0 73.9 14.7 5 Retired, not working 7.0 67.4 22.4 6 Not studying and not working 18.1 72.4 7.7 7 On maternity leave and child-care 19.8 62.6 16.5 leave 8 Total 12.5 68.6 14.5 * Amount does not exceed 100.0% towards personal health. (Karelova, 1999; Karyukhin, 2003; Medik A “soft refusal” of medical care was & Osipov, 2003, pp.75–89). However, the seen among adults in general. The fact that production-labour environment is noted for two social and economic groups (students its absolute priority on economic matters and those who study and work), in fact, and does not always develop a sound being of the same age category (young infrastructure for medical care. people), showed a big distinction in their Leaving educational collective and response (56% and 71%, respectively) immersing in labour one, as we can suppose, should be noted. Proper strategies to counter becomes a decisive factor for the fact that this response to their health are needed. the “soft refusal” gains the property of the One possible explanation for this absolute domination from the unstable distinction lies in the ratio of the sociocultural prevalence quickly enough for young properties of the two social environments people. It is most likely that the social base i.e. educational and production labour. of “rigid refusal” extends. Simultaneously, A concentration on intellectual activity, there is a sharp decrease in good strategy cultural values, specially developed from 23% to 15%. organisational models that protect from It has been already shown above that many negative external influences (for the objective key factor of people’s attitude instance, climatic and technical), denser towards their own health is determined by social guardianship (including questions the economic and social situation of an as to food and health may have developed individual or a group, including occupation, an infrastructure of medical care and its qualification, official position and welfare. systematic character) are peculiar to those When a person reaches retirement age, belonging to the educational environment health becomes an important value to him.

24 Pertanika J. Soc. Sci. & Hum. 25 (S): 17 - 30 (2017) Social and Economic Differentiation of the Modern Russian

From the viewpoint of Russian society This ideology itself is logically false. In and the state’s interests, we cannot concede fact, it undermines the objective long-term that the current attitude towards health is resources of economic success and the normal i.e. when it is not a priority to social modern principles of a sustainable social groups. Consequently, we cannot accept that and planetary development that have always students and workers do not understand the considered individual and public health as value of health. Most of the population does being important. not listen to common sense when it comes Social and economic groups of the to the value of their own health. They take population are greatly different in self- risks with their life. assessment of health (Table 3). The lower We need another system of values in middle-aged group i.e. students who study which there is balance between public and and work at the same time or those on individual interests, material and spiritual maternity or child-care leave seemed to be wealth as well as an orientation to the all- the groups most likely to assess their health round development of the individual that on their own. This once again highlighted does not reduce his achievement to mere age as a factor. professional success and the prestigious Awareness levels among socio- standards of material consumption. It is economic groups having diseases were not peculiar that economic success (material identical. In an ideal situation, an average wealth) eclipses health in terms of value. number of determined diagnoses can This is the psychological product of advance awareness among patients having ‘economicratism’, an ideology that was diseases of the need to go for a medical persistently imposed on the Russian public examination. In fact, the awareness among consciousness in the last two decades. patients having diseases lags behind the

Table 3 Health self-assessment in groups by primary occupation

Self-assessment of health Primary occupation and age of adults Good, No answer No. Bad Satisfactory (middle-aged, in years) Excellent given (%) (%) (%) (%) 1 Working (35.9) 8.8 66.7 12.7 11.8 2 Studying (21.2) 6.4 51.9 33.1 8.6 3 Studying and working (23.4) 6.6 47.0 29.1 17.2 4 Retired and working (58.9) 17.4 66.7 2.1 13.8 5 Retired, not working (67.6) 49.5 39.4 1.0 10.2 6 Not studying and not working (40.4) 23.5 49.8 11.8 14.9 7 On maternity leave and child-care 8.8 50.5 24.2 16.5 leave (26.9) 8 Total 20.9 55.7 10.0 13.4

Pertanika J. Soc. Sci. & Hum. 25 (S): 17 - 30 (2017) 25 Vlada V. Sharipova, Chulpan F. Gabidullina, Svetlana V. Lobova, Natalya V. Shevchenko, Pavel A. Smelov and Galina M. Rossinskaya real picture. Table 4 shows the average employed patients, the average number of numbers of diseases according to the data determined diagnoses reported was 1.6, based on standardised inquiry and objective whereas the medical data indicate about 2.4 examination3. diagnoses. On average 1.6 diagnoses were From the table, it follows that judging determined during the follow-up medical by the average number of diagnoses reported examination for this socio-economic group. in the standardised inquiry, awareness There was low awareness of having diseases among patients having diseases would be among young people who were studying two or more times below the real number (53%): on average there were almost of diseases, determined again during two diseases in appealability for every the objective examination of the same known one (called by the patient during patientsfor all the groups. It is fair to suppose the preliminary inquiry) and in addition that the diseases of many of the patients had 1.11 diseases were determined again while developed over several years, passing from patients were taking a medical examination. chronic to more severe forms. Therefore, Column 6 of Table 4 shows that the there was a lag between the real situation highest average of diagnoses determined and what was thought to be true, resulting during a medical examination was recorded in the fact that the vast majority of adults did by pensioners who were unemployed and not get the necessary treatment and did not the employed (2.8 and 3.1, respectively). change their way of life accordingly, thereby These groups were under a great risk in compromising their health. terms of hidden diseases. To determine the As a rule, awareness of having chronic presence of disease and to begin curing diseases lags behind the real figures (Medik it requires time. The lowest average of & Osipov, 2003, pp.75–89) and this calls for diseases determined again was recorded by further research. The information provided women who on maternity or child-care leave by patients cannot be taken as reliable4. This and students (1.0 and 1.1, respectively). In finding merits further research. these groups medical examinations was Awareness levels of having diseases more regular. by socio-economic group varied from 46% In general, the statistics speak about the (patients who were on maternity leave) to inverse dependence of these characteristics: 67-68% (pensioners). So, in the group of the higher a person’s welfare, the weaker is 3 In this case we did not consider awareness his attitude towards his health. among patients based on single nosological Many local researchers have noted forms owing to the large number of subjects. This can be studied in other research work. This that the differences in social and economic analysis is limited to the general statistics about groups are dependent on age as a factor. the number of the known and new determined Here, we see that those in the age group of diseases. 4 The social and psychological dependence 40 years showed little regard for their health of information on health status derived from (10%) while those in the elderly group using standardised inquiry was noted earlier.

26 Pertanika J. Soc. Sci. & Hum. 25 (S): 17 - 30 (2017) Social and Economic Differentiation of the Modern Russian

Table 4 Awareness of having diseases according to inquiry data and number of diagnoses determined again during medical examination1

Awareness Average number of chronic diseases Adult population of chronic Awareness No. by primary According By diseases Determined level occupation to inquiry appealabi- Total (%) again data lity 1 Working 45 1.59 2.44 1.63 4.07 65 2 Studying 29 1.01 1.89 1.11 3.00 53 Studying and 3 44 1.53 2.28 1.34 3.62 67 working Retired and 4 74 2.58 3.79 3.07 6.86 68 working Retired, not 5 79 2.94 5.16 2.75 7.81 57 working Not studying and 6 47 1.89 3.23 1.76 4.99 59 not working On maternity 7 leave and child- 41 1.54 3.38 1.03 4.41 46 care leave 8 Total 54 1.98 3.37 2.06 5.43 59 1 Awareness level was calculated as the ratio of the number of diagnoses during the preliminary inquiry to the number of diagnoses in appealability, in percentage.

Table 5 Adults’ attitude towards their health by level of prosperity

Those in agreement, by level of prosperity No. Utterance Very low Low Average Good High (%) (%) (%) (%) (%) 1 I am a healthy person. 11 8 15 28 46 2 Health is the main concern in life. 66 62 52 38 36 Health is not the main concern; there 3 42 35 48 55 36 are more important things. 4 Size of population (%) 7 24 51 17 1

(70-74 years old) showed higher regard, system developed into a rather independent exceeding the previous group by 30%. professional branch and a social subsystem with a difficult infrastructure. A lot of DISCUSSION examples can serve to provide additional The social importance of public health evidence of the importance of a good health is shown in a functioning public health system. The real or perceived condition

Pertanika J. Soc. Sci. & Hum. 25 (S): 17 - 30 (2017) 27 Vlada V. Sharipova, Chulpan F. Gabidullina, Svetlana V. Lobova, Natalya V. Shevchenko, Pavel A. Smelov and Galina M. Rossinskaya of public health is a reason for assessing CONCLUSION national (state) security and substantiating The interrelation between people’s large and resolute economic and political occupation and their social strategies in the actions, major investment projects and health domain makes us define the problem international relations. as to the social quality of the modern People tend to refuse medical care public and production environment as a during illness, preferring to seek medical determinant of the population’s behaviour help only when severely ill. This seems to and the decisive sociocultural factor of be the adult population’s attitude towards public health status in health sphere more its personal health and it seems to cut across sharply. Stating the importance of this factor gender and age. is absolutely new for the local medical The specificity of people seeking science. However, strengthening the social medical advice if they are ill is the most orientation of developing the Russian state important social distinction and unequal and accepting health protection as one of availability of medical services in urban and the priority national projects supposes that rural areas. Among the adult rural population the sociological research area of public the number of persons who refuse to seek health covers the problematics of the medical advice (a “rigid refusal”) is higher modern production and labour domain. than among the adult urban population. The Judging by the conclusions drawn above, urban population refuses to seek medical the sociocultural mechanisms of people’s advice to a lesser extent (a “soft refusal”). behaviour in health and healthcare services This is connected to access to intermediate are being formed in this modern production medical and nonprofessional services and labour domain. (consulting pharmacists or “qualified” The level of an individual or a group’s acquaintances). prosperity is an essential factor of health From the viewpoint of the Russian status and dynamics. It can be direct society and state’s interests, we cannot (sufficient money resources for obtaining accept the current attitude towards health medical services and goods in case of need) as normal, where health is not or less of a and indirect (age, money costs and quality priority. Consequently, we cannot accept consumption of an individual, his family, that the employed population and students group and their social status, i.e. their way have no or understated idea of the value of of life). health. Most of the population do not listen to common sense, taking an objective stance REFERENCES towards health. They take risks regarding Dobrokhleb, V. (2008). The resource potential of the their health and life as well as those of the elderly population. Sociology, 8, 55–61. people around them. Eliseeva, I. (2002). Social statistics: A textbook (3rd ed.). Moscow: Finance and Statistics.

28 Pertanika J. Soc. Sci. & Hum. 25 (S): 17 - 30 (2017) Social and Economic Differentiation of the Modern Russian

Eliseeva, I. (2003). Social statistics. Moscow: Finance Kuzembekova, R. A., & Meimankulova, Z. Z. and Statistics. (2015). Mechanisms enhancing social protection under economic instability and high territorial Frolova, E. (2014). Deformations in interbudget differentiation. Actual Problems of Economics, relations in the Russian Federation: 169(7), 30–33. Socioeconomic and political risks. Actual problems of Economics, 8(158), 351–359. Lapin, N. (2000). Ways of Russia: Sociocultural transformations. Moscow: Russian Academy of Karelova, G. (1999). About the Russian and American Sciences Institute of Philosophy. conference violence prevention in a family in relation to women. Women Rights in Russia, Medik, V., & Osipov, A. (2003). University 6(7), 24–34. studentship. Moscow: Logos.

Karyukhin, E. (2003). The influence of the population Rzhanitsyna, L. (2001). Poverty in Russia: Reasons, getting old on medical and social agencies. Old peculiarities, ways of reduction. Economist, 4, Age Problems: Spiritual, Medical and Social 71–77. Aspects, 30–33.

Pertanika J. Soc. Sci. & Hum. 25 (S): 17 - 30 (2017) 29

Pertanika J. Soc. Sci. & Hum. 25 (S): 31 - 44 (2017)

SOCIAL SCIENCES & HUMANITIES

Journal homepage: http://www.pertanika.upm.edu.my/

Features of Leadership Development of Kazakhstan Elementary School Pupils

Botagul A. Turgunbaeva1, Gulmira R. Aspanova2*, Altynbek K. Moshkalov3, Asan Abdrakhmanov4, Gulnara K. Abdrahman5 and Alima T. Kenzhebayeva6 1Department of Special Education, Abai Kazakh National Pedagogical University, 050000, Almaty, Republic of Kazakhstan, 2Abai Kazakh National Pedagogical University, 050000, Almaty, Republic of Kazakhstan 3Institute of Pedagogy and Psychology, Abai Kazakh National Pedagogical University, 050000, Almaty, Republic of Kazakhstan 4State Guard Service of the Republic of Kazakhstan, 010000, Astana, Republic of Kazakhstan 5Taraz State Pedagogical Institute, 080000, Taraz, Republic of Kazakhstan 6Ph.D. (Education), Associate Professor, Head of the Department of Pedagogy and Methodology of Primary Education, Taraz State Pedagogical Institute, 080000, Taraz, Republic of Kazakhstan

ABSTRACT With the pace of social and economic development in Kazakhstan today, the question of the development of leadership skills among individuals that are capable of being integrated without serious consequences into society is crucial. The serious matter of leadership requires close attention from researchers and teachers. It, as well as other strategically important tasks, is referred to in the education blueprint of our republic. Developing leadership in children when they are as young as the elementary school age is necessary because this is the right age for shaping positive values and influences in children. The shaping of leaders is not a spontaneous process; it must be done systematically and intentionally. This can be done through education. This paper looks at leadership training among children of elementary school age.

Keywords: Elementary school age, leader-elementary school pupil, leadership, leader workshop, personal- orientated education, website

ARTICLE INFO Article history: INTRODUCTION Received: 20 November 2016 Accepted: 5 May 2017 The modern society requires the individual E-mail addresses: to react quickly to change, and change is the [email protected] (Botagul A. Turgunbaeva), [email protected] (Gulmira R. Aspanova), constant in modern life. Good leadership [email protected] (Altynbek K. Moshkalov), [email protected] (Asan Abdrakhmanov), enables people to adequately adapt to and [email protected] (Gulnara K. Abdrahman), [email protected] (Alima T. Kenzhebayeva) manage change without trauma. Researchers * Corresponding author have been studying leadership for more

ISSN: 0128-7702 © Universiti Putra Malaysia Press Botagul A. Turgunbaeva, Gulmira R. Aspanova, Altynbek K. Moshkalov, Asan Abdrakhmanov, Gulnara K. Abdrahman and Alima T. Kenzhebayeva than a hundred years. It is studied around training of children. the world, in countries like Mexico, The child’s future depends on how Japan, China, Australia, South Africa, the he will fulfil the requirements of society. Philippines, among others but the study of The elementary school age is the period leadership seems centred in European and of intensive development and high- American culture, which makes up only 7% quality conversion of cognitive processes. of the Earth’s population. Therefore, it was The child is able to regulate behaviour. felt that there ought to be more research into Vygotsky probed the “loss of children’s leadership and leadership training that will spontaneity” and the conscious purposes benefit people everywhere. including motivation and needs that are In the Republic of Kazakhstan, state socially worked out through norms, rules policy for the youth developed for up to and methods of behaviour (1983, p. 68). the year 2020 is available in a document Fortunatov suggested dividing leaders entitled, ‘Kazakhstan 2020: The Way to into groups: leaders and organisers with the Future, which states that formation of strong commitment; activists with a strong personality that is able to realise the creative character; performers; singles; rebels ability and leadership skills of children in fighting the establishment; the general dynamic social and economic conditions public, who are the badgered members of for the benefit of the individual and society society. Zaluzhny suggested dividing leaders is a challenge for the education system. It based on situation and constant. Some is necessary for people to be able to work researchers believe that not all children are together to come up with quick solutions to capable of leadership, but others feel this problems. This can only be realised by those is not an accurate assessment (Zaluzhny, who possess leadership skills. 1931). It is believed that leaders can be Due to the development of social activity, shaped given the proper conditions (Smyth, modern teaching relies on the training of Down, & McInerney, 2014). individuals, and the child is considered Leadership of elementary school pupils the subject of pedagogical process, where is a two-subject phenomenon. Table 1 the greatest attention is paid to creation of presents the qualities of leadership that optimum conditions for intellectual, social are suitable for two groups: leaders and and emotional development of the growing followers. personality (Baldoni, 2014). Leadership among elementary school The purpose of our paper is to analyse pupils (with saving the entity) possesses a the concepts ‘leadership’ and ‘leadership of traits connected with: elementary school pupils’ and reviews the 1. originality of development of the process of leadership development including child at this age; methods and training aids. The following 2. study as the prevailing type of is a study of the literature on leadership activity;

32 Pertanika J. Soc. Sci. & Hum. 25 (S): 31 - 44 (2017) Features of Leadership Development of Kazakhstan Elementary

Table 1 Features of elementary school pupils: leaders and followers

Subjects of elementary school pupils leadership Leaders Followers

The qualities of leadership subjects it lead activity authority culture of leadership followers) aspiration to perception of ability to form a (leader and other team and to leadership subjects communicativeness high self-assessment

3. given relations with the teacher; These stages may be achieved through 4. self-assessment formation; specially organised practical activities that 5. characteristic type of thought, allow the children to use what they learn 6. perceptiveness. in practical application. Today’s children of elementary school age are capable of Cognitive and operational development showing initiative, activity and creativity. allows elementary school children to use However, in most cases pupils seem passive knowledge gained in activities and to and content to take instructions from the actualise it. The teacher is also able to teacher. However, the child is capable introduce necessary amendments in this of participating actively in public life, process. and making decisions independently. Elementary education lays the foundation METHODS for all further teaching and development Development of leadership of elementary of the personality, and usually, only one school pupils is a necessary social, teacher is placed in charge of the children psychological and pedagogical task because at this stage of their education. The social not everyone is born a leader (Zaluzhny, success of children in the future, in every 1931). Three stages are apparent in the area, educational, personal and professional development of leadership, as shown in activity, depends on a skillful training at the Table 2.

Table 2 Three stages of the development of leadership among elementary school pupils

Stages Characteristics 1st Mastering knowledge of leadership and study of the leader potential 2nd Self control, self-regulation Framing of ability for introspective ability in line with the leadership traits of being 3rd able to lead others

Pertanika J. Soc. Sci. & Hum. 25 (S): 31 - 44 (2017) 33 Botagul A. Turgunbaeva, Gulmira R. Aspanova, Altynbek K. Moshkalov, Asan Abdrakhmanov, Gulnara K. Abdrahman and Alima T. Kenzhebayeva elementary school stage, where they should methods of training. Using interactive receive a combination of different input that training aids allows pupils to learn new allows for proper leadership formation. We material and promote their development should take note that not all activities can of communication and creative mobility. develop leadership skills, and only those One innovative pedagogical means is the that focus on dynamics within a group of educational website. Websites using the peers. Diversified experiences at this stage Internet are a new learning tool and still need promote better development of leadership development and improvement. We used skills in children of elementary school age. the “School of the Little Leader” website In this study, we used already approved which we designed. This website contains tools to analyse leadership from psychology information on the theory of leadership for and pedagogy. We believe the following are subjects of this experiment. The theory of effective means of developing leadership leadership is laid out in nine sections: skills in children of elementary school age: 1. Who is a leader? What is leadership? workshops; games; social and psychological 2. The leader + followers = The motor training; psychological fairy tales; websites + wheels catering for leadership training of elementary 3. Why is mutual respect necessary in school pupils; introspection; and book the implementation of a business colouring. project? 4. Can you be a leader if you do not RESULTS possess communication skills? At the first stage we set the task of 5. Do you possess activity? determination of knowledge level of ‘the 6. How do you evaluate yourself as leader’ by looking at role and qualities of a leader? a leader. For this purpose we conducted 7. Would you like to be a leader? a survey to study the role of the leader as 8. Authority – Is it necessary to be a perceived by the subjects. The task given was leader? to complete a sentence, “The leader is….” 9. It is good to be able to form a team In summary, the responses stated, “The and to lead it! leader is able to bear responsibility, make In each section, the children are invited correct decision and bear responsibility for to execute a creative task. For example, them, lead the group collectively and direct in the section “Who is a leader? What is the group. The leader is an authoritative leadership?” they were asked to answer the person. He/she knows much, and is always following questions: “Provide the qualities is in centre of events. Everyone must necessary in a leader. Would you be a good obey and support their decisions and be in leader? Why do you say so? What qualities communication with them.” do you possess that you believe makes you At the second stage, we used interactive a good leader? Do you possess qualities

34 Pertanika J. Soc. Sci. & Hum. 25 (S): 31 - 44 (2017) Features of Leadership Development of Kazakhstan Elementary that might hinder you if you were leading their fairy tale. At the stage self-construction a group? Why do you say so? Who is the stage, the class was divided into groups of leader in your family? Describe this person. five, and each group was given a sheet of Draw yourself and describe yourself. Read paper that had the beginning of a fairy tale. an interesting story about Azaman and state The children had to continue the plot in 3 if you think he is happy. Why do you say minutes. The sheet of paper would then be so?” The website allowed is to study the passed to another group. In this way, each level of development of certain leadership group was a co-author of the fairy tale. skills. It is a convenient online interactive Play remains an important method of tool that allows each pupil to work and be gaining knowledge as well as of mental assessed individually. development, socialisation and development In the 20th century, leadership of leadership in elementary school pupils. workshops called ‘French workshops’ Play involves different types of game. were organised to develop leadership Sporting or intellectual (command or skills in especially keen children. Leading personal) games require dexterity, accuracy, psychologists such as Langevin, Wallon and speed and accuracy of movement and an Piaget used induction, self-construction, adequate memory. In this study, we used socialisation, social construction, poster a game that required five participants to making and presenting and reflection to occupy chairs placed in a row. When the develop children’s leadership skills. teacher signalled using her fingers to show The workshop teaches through a creative the number called, the children would atmosphere, allowing pupils the pleasure of rise without consulting one another. If co-authorship. This form of training where the teacher held up only one finger, only pupils are in the active position shapes them the leader would rise. If she held up two into independent, creative, responsible and fingers, the leader and another pupil would constructive individuals who can think and rise. The following rules were necessary reflect on their own in order to deal with for this game: (a) all participants needed to and solve problems. Leadership workshops show trust and confidence in their ability to allow a wide creative playing field that understand the rules and make decisions; enables each participant to be involved. (b) there had to be adequate thinking and In our study, the exercises were built planning beforehand (c) pay attention as this around stages of training. For example, was a team game. one task required the children to invent a Role playing has great value as a fairy tale. At the first stage (induction), the method of developing leadership in children teacher created a suitable atmosphere of as it recreates the social dynamics as emotions, creativity and imagination. The an active experiment of behaviour. We teacher suggested that the children build developed a series of games based on role a plot, events and characters (heroes) for play. In one game, ‘Spiderweb’, the children

Pertanika J. Soc. Sci. & Hum. 25 (S): 31 - 44 (2017) 35 Botagul A. Turgunbaeva, Gulmira R. Aspanova, Altynbek K. Moshkalov, Asan Abdrakhmanov, Gulnara K. Abdrahman and Alima T. Kenzhebayeva were required get into a circle with their fairy tales were read in class. The fairy tales hands stretched out to the middle. At the turned out to have an unpredictable plot. command of the teacher, the children were Everyone listened with interest to the fairy to join hands so that everyone on the left and tales. At the end of the session, the pupils had right held the hand of other participants but acquired the skills of communication and not those of their immediate neighbour. A collaboration. Thanks to similar exercises pupil would be selected to untangle, in 10 we realized that two important processes minutes, from the other participants without had taken place: formation and unity of the unlocking hands with the others. This collective and formation of the potential game promoted a comfortable and creative leader. atmosphere and the development of activity Social and psychological training and mobility in the children. are important in the development of Another game, ‘Reorganisation’, leadership skills. Vachkov defined social consisted of several possible exercises that and psychological training as a “set of had to be done quickly: (a) the children methods of the organisation of intra-group had to stand in order of size of footwear; interaction for the purpose of development (b) or colour of eyes or (c) according to of the personality and enhancement of the height. The children were given 3 minutes to group relations” (2011, p. 288). Training complete each task. Later during discussion, in elementary school is used for correction the children shared which had been the most of behaviour in children, development of difficult to execute and why and what they interpersonal relations and acquisition of would change in order to complete the tasks the skills of communication and interaction. successfully. Then they shared what they When the training exercise ‘Who is my had gained from playing the game and chose leader?’ was carried out at the personal stage aphorisms for the leader such as: “The one of development, everyone was asked to comes in paradise who gets up after every imagine being the leader. The children were fall and goes on” (Chrysostom, 2005). asked to describe someone they thought of According to Shevchenko, the beneficial as being a good leader. This person could be features of use of collective creative business a real person the hero of a book or film. The (CCB) in elementary school are: (a) short children were asked to describe in 1 minute duration; (b) dynamic alternation of types this person and the qualities that made him of activity; (c) use of game (d) a positive a good leader. In pairs, they were asked to emotional atmosphere (2016). CCB creates discuss the qualities they had listed. Finally, a wide creative playing field where each they had to discuss the qualities they had participant’s job is to invent, write, use the listed with the whole group. imagination and create something new. For The training exercise, ‘Anti-leader’, example, one task was the invention of a required the pupils to imagine someone, fairy tale as described earlier. Completed who, in their opinion, was not a leader at

36 Pertanika J. Soc. Sci. & Hum. 25 (S): 31 - 44 (2017) Features of Leadership Development of Kazakhstan Elementary all, or an anti-leader, a negative leader. This information to them through creative images, was a person who negatively influences the and in this regard, fairy tales are extremely environment and people. It could be a real helpful in conveying information to young person or the hero of a book. The children children. The famous teacher, Sukhomlinsky were to share why they thought this person noticed that the children evaluate emotions was a negative leader individually, in pairs through fairy tales. The fairy tale has and with the whole group. They were given psychological and educational influence 10 minutes for this task. on the child and therefore, is a powerful In the training exercise, ‘leadership instrument of development of consciousness determination’, the pupils were asked to of the educational environment. From select from words, phrases and expressions fairy tales the child acquires universal of famous people written on the board values, and through them he learns about what they believed best defined or describe the world, accumulates experience for leadership. They were to then write about adult independent life, builds his own this in a workbook for 10 to 15 minutes. model of the world and learns to live in it In the exercise “yellow T-shirt of the (Sukhomlinsky, 1969). The psychological leader’, the children were asked to write fairy tale portrays situations similar to the slogans for T-shirts in 5 minutes. The child’s own experience and feelings. slogans should state something about the In this study some of Vachkov’s person, perhaps his hobbies or attitude. fairy tales from his collection of tales, When they had finished, they were asked Psychological Tales of Leadership for to read out their slogans and discussion Elementary School Pupils, were used. These followed. The generalized characteristic fairy tales are written to enable the child to was then written on a poster and hung up identify as much as possible with the main for all to see and read. These activities character, who bears a certain leadership had the following features: short duration, skill. For this purpose, the heroes of the creation of a positive emotional atmosphere, tale are not given names. This allows the encouragement and approval of actions child to experience the tale as his own of elementary school pupils, dynamic story, experimenting with the leadership alternation of activity types, monitoring trait being demonstrated. The fairy tales we by the teacher of small groups of pupils selected showed these leadership traits: and using games that suited the age of the 1. Authority – Is authority a necessary children. quality in life?; Fairy tales were also used. They allowed 2. Activity –The bewitched boy; the children to come up with solutions 3. Motivation to domination –The life to problems. In children of age up to 10- of a farmstead; 12 years, ‘right brain’ thinking prevails. 4. High self-assessment – Price; Therefore, it is most helpful to convey 5. Communicativeness –About a

Pertanika J. Soc. Sci. & Hum. 25 (S): 31 - 44 (2017) 37 Botagul A. Turgunbaeva, Gulmira R. Aspanova, Altynbek K. Moshkalov, Asan Abdrakhmanov, Gulnara K. Abdrahman and Alima T. Kenzhebayeva withdrawn and unsociable girl; for use at the first stage of development 6. Ability to form a team and to lead of leadership i.e. mastering knowledge of it – Kind king; leadership, gauging potential for leadership 7. Culture of perception of leadership and building motivation to accept the role subjects –Parallel classes. of being leader. At the final stage of leadership Fairy tales can be seen as an allegory that development, we focused on developing the give children information about leadership children’s capacity for introspection. Young and its qualities. For example, the fairy tale children need to be adept at performing “The Bewitched Boy” is about Marat, who reflexive activities. They also need to be is in third grade. He is active and kind and trained to deal with and manage change and has a huge, inexhaustible desire to help responses in their inner world. This helps everyone. One day, while on their way the child to develop healthily in terms of home from school, Marat and his friend are emotional and psychological maturity and caught in the rain. It is a magical rain that to attain his milestones in proper order. transforms Marat into a passive, gloomy and One of the benefits of this is that the child unfortunate boy. After reading the story, the becomes adequately prepared to take on pupils are led in discussion and answer all leadership roles if he is indeed suited to the teacher’s questions. it. Additionally, introspection helps young Other methods of developing leadership children to formulate received results, to skills were using introspection (I’m the define the purpose of further work and to Book) and a colouring book (Who is the correct subsequent actions. It is connected Leader?). to formation of personal, regulatory and Websites on the Internet allowed the communicative universal educational children to visually grasp ideas behind actions and to critical thinking. leadership. This is an effective method In this study, we introduced the activity as today’s children are adept at using the of introspection through the use of a diary, computer and navigating the Internet. It can which we called, I’m the Book. It can be used for the development of leadership be used at every stage of a leadership skills of individuals. development module to encourage and The colouring book we developed, develop reflective thinking skills. One Who is the Leader?, is illustrated with activity was ‘Smilies’, which required bright pictures to attract the attention and the children to complete pictures of blank interest of elementary school pupils. It faces with suitable emotions. The children contains black-and-white figures that the tended to draw expressions that reflected children needed to colour in as well as their current mood. They were allowed to riddles, proverbs, poems, counting rhymes add to the pictures, for instance, they might and exercises. Who is the Leader? focuses add balloons or a heavy bag in one hand. on selected qualities of leadership and is

38 Pertanika J. Soc. Sci. & Hum. 25 (S): 31 - 44 (2017) Features of Leadership Development of Kazakhstan Elementary

To conclude the lesson, they were led to programme in the teaching and educational consider reflective questions such as: “Was process. Our study was carried out in this lesson pleasant?”, “What questions schools No. 17, 42 of Pavlodar from 2015 to would I like to ask about this lesson?” and 2016. Pupils of the third and fourth classes “Am I happy with my work?” took part in the experiment. One activity, ‘Sun’, required the We constructed a stating and control children to draw rays of the sun according estimation as well as several intermediate to their current mood. They were instructed cutoffs for determination of level of to complete the drawing of the rays if they leadership development among elementary had found the task to be pleasant and they school pupils. Two groups were created, had gained some interesting information or four control (CG1, CG2, CG3, CG4) and to add clouds in the drawing if they had not four experimental (EG1, EG2, EG3, EG4). gained any interesting information from Comparison was carried out by academic doing the task. year and we recorded basic data to trace Reflective activities help to optimise the dynamics of change in each group. The leadership development at all stages of intermediate cutoffs of level of leadership leadership training. In this study, we used development among the elementary school the diary to understand behaviour. We pupils testified to the productivity of the assessed the ability of the child to be honest operation. with himself. The basic elements of the The following items were set: criteria, diary were: indices, levels of leadership formation and 1. a detailed description of the methods of diagnostics and estimation. knowledge and abilities gained by The main properties of the experiment i.e. the child; validity, reliability and reproducibility were 2. a description of the spontaneous supported. emotional responses that allow Criteria for determining leadership such knowledge and abilities to be development in children of elementary developed; school age should meet the following 3. a description of behavioural requirements: responses; 1. fully and objectively reflect 4. an immediate interpretation of dynamics of leadership events and behaviour. development; 2. simple and convenient to use.

Results The criteria of development of For determination of productivity in leadership were the motivational, activity development of leadership through the and reflexive components. The motivational psychological and pedagogical means we component was the initiating function developed, we implemented an authoring for implementation of leader activities;

Pertanika J. Soc. Sci. & Hum. 25 (S): 31 - 44 (2017) 39 Botagul A. Turgunbaeva, Gulmira R. Aspanova, Altynbek K. Moshkalov, Asan Abdrakhmanov, Gulnara K. Abdrahman and Alima T. Kenzhebayeva the activity component or technological not able to introspectively consider leader function referred to the activities used; activities nor able to hold authority among and the reflexive component was the his peers. regulating function. These components The next level, sufficient, was for included functional communication and pupils who possessed basic skills in social measures of leadership readiness, while the interaction. These pupils: always established indices of leadership development included adequate interpersonal relations, correctly psychological readiness for leadership selected the means of communication, tried (internal criterion) and interaction with the to be constructive when receiving criticism group (external criterion). They allowed and could gauge the ability of others to for objective evaluation of the productivity execute certain tasks. However, they found of leadership formation among elementary difficulty knowing what to do in unusual school pupils. social situations and were sometimes unable We defined three levels of leadership to overcome stereotypes. They were: quite development among elementary school capable of setting purpose and seeing pupils – critical, sufficient and raised. The perspective; able to form a team; able to critical level of leadership development resolve conflict situations; able to react corresponded to the level of zero readiness. constructively to criticism; able to evaluate At this level, the components of indices are results of own activities and those of others; poorly integrated. The child of elementary able to analyse own leadership activities; school age was: not able to realise separate seen as an authority by peers; and perceived procedures; not able to fully engage in as a leader by others. interpersonal interaction; cannot order The level of raised corresponded information systematically; avoids to pupils who were capable of effective group interaction; is not able to resolve social interaction manifested by all three conflict situations; reacts to criticism components. These pupils had a clear non-constructively; evaluates personal idea of social norms and methods of their activities and those of others incorrectly; manifestation, were quick to gain new and experiences difficulty in implementing information and knew methods and means communicative interaction. Additionally, he of self-realisation. They were able to was: not capable of overcoming stereotypes; plan their own activities, control their not capable of setting purpose; not capable of execution, use time and other resources forming a team; not able to see perspective; competently, could offer non-standard not sensitive to situations and the need approaches to making decisions and were to be flexible in responding to situations able to convince, obtain information, and actions; not capable of setting group contact and interact with people. They purpose; and not capable of motivating and were capable of critical thinking, creative inspiring a group for task execution. He was thinking, overcoming stereotypes, setting

40 Pertanika J. Soc. Sci. & Hum. 25 (S): 31 - 44 (2017) Features of Leadership Development of Kazakhstan Elementary purpose, seeing perspective, creating group skills. We averaged the estimates of selected purpose, motivating and inspiring the group indices: aspiration to implement the role of to execute tasks, resolve conflict situations, leader, ability to form a team and to lead it, react constructively to criticism and evaluate introspection of own ability to lead and the results of their own activities and those of created culture of perception of leadership. others. They were also able to analyse their The average was based on the following own leader activities and they held authority standard: among their peers. •• 3 points: high achievement of all The diagnostic tools for determination indices; of level of leadership development were: •• 2 points: average achievement of 1. communicativeness: all indices; a. FEES 3, 4; 2. activity: •• 1 point: low achievement of all a. technique of assessment of indices. psychological activation, The assessment of level of development interest, emotional tone, tension was calculated based on the formula: and comfort (Kurgansky Usk = {P1 + P2 + P3 +P4}/4, & Nemchin); where, 3. aspiration to leadership: Usk was the assessment of level of a. interview; development of leadership; b. method – ‘The Tree’ P1 was the assessment of implementation (Ponomarenko); of the role of leader; 4. self-assessment level: P2 was the assessment of ability to form a a. self-assessment (Dembo- team and to lead it; Rubenstein); P3 was the assessment of introspection of 5. ability to form a team and to own leadership ability; control it: P4 was the assessment of formation of a. pedagogical observation; culture of perception of 6. implementation of introspection leadership subjects. on leader activities: The overall level of development a. pedagogical observation; of leadership was appropriated to the 7. authority, the created culture of elementary school pupil as: (3 points) perception of leadership: • Critical if the Usk level was given a. sociometry (‘Palace, House, the value {1; 1,25; 1,5; 1,75}; Apartment, Tent’); • Sufficient if the Usk level was given b. pedagogical observation. the value {2; 2,25; 2,5}; We considered the qualitative • Raised if the Usk level was given characteristics of the indices of leadership the value {2,75; 3}.

Pertanika J. Soc. Sci. & Hum. 25 (S): 31 - 44 (2017) 41 Botagul A. Turgunbaeva, Gulmira R. Aspanova, Altynbek K. Moshkalov, Asan Abdrakhmanov, Gulnara K. Abdrahman and Alima T. Kenzhebayeva The results showed that the leadership everyone else believes has the right to make level of the elementary school pupils had the most crucial decisions regarding the grown; the following scores were recorded: interests of the whole group and to define authority of children – 35%; activity – the activities of the group (Parygin, 2003). 39%; aspiration to execute leadership Parygin saw leadership as a process of activity – 43%; self-assessment – 41.5%; organisation and guidance of a small social communicativeness – 49%; ability to form that enables the group to achieve its purposes a team and to lead it – 54%; culture of with optimum effect. He thought that there perception of leadership –57%. were two factors that defined leadership: objective factors (interests, purpose, needs, DISCUSSION and tasks of group in a specific situation); Among elementary school pupil, the leader subjective factors (personal features of the is one who is active and takes initiative and individual as organiser and initiator of group is able to change external situations and to activities. Hesselbein is the director of the coordinate the activities of others as well “The leader – to the Leader” organisation, as to organise people and to lead them. the successor to well-known motivational Elementary school pupils are exposed to teacher, Peter Ferdinand Drucker. He all of these. Leadership is a mechanism claimed that an authentic leader is one who for executing group tasks with one person is not afraid of change in its time and is taking charge of the group to organise and capable of inspiring the whole organisation direct the actions of all members of the to achieve a common cause. Kazakhstan group, who are expected to support the scientist, Kozybakova, in considering actions of the leader (Krichevsky, 2007). the formation of leadership skills among Bass considered the leader as the students thought that leadership was member of the group who is identified as developed by the interworking of multiple possessing the full range of group values, factors, including natural talent, gifting and who has the greatest influence in the group ability. However, these inclinations remain and who plays a prominent role during dormant or undeveloped without proper interaction (1960). He saw leadership as training, which provides the necessary having a positive impact. If the leader is able conditions and environment for their nurture to bring about change in one group member (Meneghetti, 1996). so that that group member is aligned with According to the Italian researcher the purpose of the group, he is considered Meneghetti, everyone at birth possesses to have shown successful leadership. If certain qualities of leadership but not the group member’s changed behaviour is everyone will become a leader. Blake and satisfactory, the leader has shown effective Mouton believed that competent leadership leadership (Umansky, 1980). Umanksy can be learnt. Training can create habits, felt that the leader is the group member lead to knowledge and develop skills for

42 Pertanika J. Soc. Sci. & Hum. 25 (S): 31 - 44 (2017) Features of Leadership Development of Kazakhstan Elementary good leadership (as cited in Baldoni, 2014). pupils and teachers and how best to train Elementary school pupils are at the teachers to develop leadership skills in transition stage of development that would elementary school pupils. allow them to enter society as ‘public’ Our research suggests that the subjects. Leadership training at this point development of leadership skills in should focus on development skills and elementary school pupils would be effective cultural development of perception of if interesting interactive tasks and activities leaders. The psychology and pedagogical are used such as leader workshops, creative demands of this age group require a certain websites, collective creative business, organisation of leadership development games, social and psychological training; through leadership workshops, collective psychological fairy tales, reflective creative business, games, social and writing and colouring books. Effective psychological training, psychological fairy pedagogical activities can create conditions tales, introspection and use of suitable for development of leadership in children, interactive online content. moving them into active roles of making decisions for peers and carrying them out. CONCLUSION Our study also succeeded in developing We studied the development of leadership a collection of fairy tales for use in leadership skills among elementary school pupils in modules for children. Kazakhstan. Results of control experiment testify to productivity of the operation REFERENCES which is carried out by us. We used special Baldoni, D. (2014). To be the leader. 50 methods to diagnostic techniques to study the following achieve impressive results. Moscow: Eksmo. indices: authority, activity, aspiration to Bass, B. (1960). Leadership, psychology and execute leadership tasks, self-assessment, organizational behavior. New York, NY: Harper communicativeness, ability to form a team & Row. and to lead it and culture of perception of Blake R. & Mouton J. (2013). Scientific methods leaders. of leadership. K.: Science. Dumka. p. 155-162. The results of our study showed that Fortunatov, G. A. & Oetrovskii, A. V. (1956). the psychological and pedagogical means Psychology Textbook. Allowance for the X grade that we used succeeded in developing some secondary school. Moscow: Gos. uchebno- measure of leadership skills in the children. pedagog. izd-vo. The children actively participated in the Krichevsky, R. (2007). Leadership psychology. tasks. Moscow: Statute. Further research in this area can focus on Meneghetti, A. (1996). Psychology of the leader. content, forms and methods of developing Moscow: NNBF “Ontopsikhologiya”. and using a wide range of diagnostic Parygin, B. (2003). Social psychology (manual). materials to determine problems faced by St. Petersburg: St. Petersburg University of

Pertanika J. Soc. Sci. & Hum. 25 (S): 31 - 44 (2017) 43 Botagul A. Turgunbaeva, Gulmira R. Aspanova, Altynbek K. Moshkalov, Asan Abdrakhmanov, Gulnara K. Abdrahman and Alima T. Kenzhebayeva Humanities and Social Sciences. Umansky, L. (1980). Psychology of organizing activities of school students. Moscow: Education. Shevchenko, A. (2016). Formation of humanistic educational system of elementary school. Vachkov, I. (2011). Introduction to a fairy tale therapy, Scientific electronic library “Veda”. Retrieved or the izba, an izba, be turned to me the rehouse. from http://lib.ua-ru.net/diss/cont/119492.html Moscow: Genesis.

Smyth, J., Down, B., & McInerney, P. (2014). The Vygotsky, L. (1983). Collected works (3rd ed.). socially just school. Making space for youth to Moscow: Pedagogics. speak back. New York: Springer. Zaluzhny, A. (1931). Children’s collective and Sukhomlinsky, V. (1969). Great Soviet encyclopedia. methods of its study. Moscow, Leningrad: State Moscow: Soviet Encyclopedia. Publishing House.

44 Pertanika J. Soc. Sci. & Hum. 25 (S): 31 - 44 (2017) Pertanika J. Soc. Sci. & Hum. 25 (S): 45 - 58 (2017)

SOCIAL SCIENCES & HUMANITIES

Journal homepage: http://www.pertanika.upm.edu.my/

The Direction of Transformation of Information and Communication Technology (ICT) at the Present Stage of Development into an Electronic and Information Society

Faiz F. Khizbullin1, Tatyana G. Sologub2*, Svetlana V. Bulganina3, Tatiana E. Lebedeva3, Vladimir S. Novikov4 and Victoria V. Prokhorova5 1Ufa State Petroleum Technological University, 450062, Ufa, Republic of Bashkortostan, Volga Federal District, Russia 2Branch of Tyumen Industrial University in Nizhnevartovsk, 628609, Nizhnevartovsk, Khanty-Mansiysk Autonomous Okrug – Ugra, Ural Federal District, Russia 3Department of Innovative Management Technologies, Minin Nizhny Novgorod State Pedagogical University; 603002, Nizhny Novgorod, Nizhny Novgorod region, Volga (Privolzhsky) Federal District, Russia 4Department of Public and Municipal Administration, Kuban State Technological University, 350072, Krasnodar, Krasnodar region, Southern Federal District, Russia 5Department of Industrial Management and Economics of Industries of National Economy, Kuban State Technological University, 350072, Krasnodar, Krasnodar region, Southern Federal District, Russia

ABSTRACT The modern world has entered a new stage of technological development driven by automation and robotics. New information technologies have given rise to a super advanced communication system that places parties in control of it in a position of great advantage over other users. This has led to what can be called digital inequality. At the state level, misunderstanding caused by communication can lead to severely ineffective planning and cause some nations to be behind others. This study considers how owners of information can distinguish information belonging to them and to others since information is now accessible to all as it is available in a common space. It is necessary for conditions to be set that will be recognised by all parties to prevent new threats to information. Keywords: Communication technologies, electronic and information society, globalisation, information ARTICLE INFO Article history: security Received: 20 November 2016 Accepted: 5 May 2017

E-mail addresses: INTRODUCTION [email protected] (Faiz F. Khizbullin), [email protected] (Tatyana G. Sologub), The threat to information with today’s [email protected] (Svetlana V. Bulganina), [email protected] (Tatiana E. Lebedeva), highly advanced communication system [email protected] (Vladimir S. Novikov), [email protected] (Victoria V. Prokhorova) may be seen manifested in several forms: * Corresponding author creation of virtual worlds that replace

ISSN: 0128-7702 © Universiti Putra Malaysia Press Faiz F. Khizbullin, Tatyana G. Sologub, Svetlana V. Bulganina, Tatiana E. Lebedeva, Vladimir S. Novikov and Victoria V. Prokhorova reality; manipulation of consciousness conscious distortion of information and behaviour of people; substitution of patterns of the world (p. 14). purposes, values and way of life with externally imposed standards; information It is necessary to explore the threats distortion etc. These and other threats to to information by studying available information are caused by the individual’s information activities. This will expose the need for information, the inability to threats and can provide remedies. distinguish between what is true and false Demassification of economic life and what is useful and useless. This gives involves important consequences for the rise to the problem of the interaction social and political spheres. Forces which between consciousness and existence in an supported mass, standardised society will information society. The consciousness and weaken. Individuals and groups become existence are found in the general space of aware of ethnic, religious, professional, information as knowledge, technology and sexual, subcultural and personal distinctions. programmes. These are abstract concepts Groups which throughout the Second Wave that affect subjectivity. When ‘good’ and fought for integration and assimilation ‘bad’ are already subjective and abstract, into mainstream society refuse to ease these new realities ushered by today’s tensions by providing explanations for these information and communication technology distinctions. On the contrary, they emphasise (ICT) can be destructive if not well managed. differences between groups of people. According to Subetto (2003), Nationalism becomes regionalism in a high- tech context. The pressure of the melting ...implementation of market boilers of the earlier production society is and spontaneous regulation in now substituted with the pressure of ethnic information spaces as separate differences in the information society. The societies and a civilization in environment that succeeded in creating mass general. Transformation of culture is now deconstructing it (Vakulenko information and knowledge into et al., 2016). goods led to conscious process of a Changes in the social sphere that have false information fabrication… The led to the emergence of local communities, phenomenon of information wars subcultures and groups of interests have appeared together with formation in turn caused significant transformations of the information communities in policy. On the one hand, complication directed to corrupting of social and of social and economic life have led to the genetic development mechanisms of democratisation of political life. Toffler separate societies and civilizations, developed the concept of ‘cargo solutions’ including national and ethical to explain the connection. Each society archetypes, the developed systems needs a certain number and quality of of values and morality… There is a

46 Pertanika J. Soc. Sci. & Hum. 25 (S): 45 - 58 (2017) The Directions of Communicative Technologies Transformation political decisions to function. The more and civilization of the Third wave more often it is required to make difficult can’t use the political structure of decisions, the heavier is the political cargo the Second wave (p. 431). solution. The type of democracy depends less on culture, rhetoric or political will In this case, Toffler remarked, crisis has but on the cargo solutions formulated by not affected different societies. society. The load can be managed through broader democratic involvement. When METHODS cargo solutions in a democracy are extended, This study used the population of St. democracy is enforced not by choice but Petersburg as its subjects to investigate by need. The system cannot work without informatisation processes i.e. work and the democracy. “We can quite be on a threshold different types of activity in free time that use of a new great democratic saltus forward” information and communication technology. (Castells, 2000, p. 431). The object of the research was the process On the other hand, the same processes of using information and communication destabilise and paralyse the work of technology in the case of social construction developed political institutes (Touraine, of the institutional structures of modern 1998; Uebster, 2004; Ursule, 1990). Castell society in daily activities. (2000) stated: The concept of an information society It is impossible to pass at the and its revision formed the theoretical basis same time through revolution in of this study. This study was also concerned power engineering, revolution in with school informatics as a science and the technologies, revolution in the field processes it entails. of culture and the world revolution We used the theory of social in the field of communications, construction of reality developed by Berger without having faced – sooner and Luckmann (1995) and the principles of or later – explosion-dangerous the sociology of social knowledge by Schutz political revolution. All political as our methodological basis of research. parties of industrial society, all our Primary research was carried out in two congresses, parliaments and the steps (Kobersy, Karyagina, Karyagina, Supreme Councils, our presidents & Shkurkin, 2015) and the results were and prime ministers, our courts and obtained empirically. regulators, our geological beddings In the first stage in September-November of government bureaucracy, in other 2015 a survey was conducted. During words, all tools which we use to interviews with experts in their fields, work out and realize collective indicators and criteria of measurement for solutions became outdated and the second phase of the investigation were are ready to conversions. The specified. In particular, the list of items for

Pertanika J. Soc. Sci. & Hum. 25 (S): 45 - 58 (2017) 47 Faiz F. Khizbullin, Tatyana G. Sologub, Svetlana V. Bulganina, Tatiana E. Lebedeva, Vladimir S. Novikov and Victoria V. Prokhorova analysis i.e. the options of information use priority for satisfaction of needs of and communication technology for a target social subjects; sign were specified (Frolova, 2014). 2. The use of information and The experts interviewed included communication technology acquires teachers, methodologists and principals unconditional social value character of educational institutions and governing and yields samples of behavior and bodies of St. Petersburg’s education systems factors of social identification. experts. They were chosen as they widely use The theoretical significance of this information and communication technology research lay in, on the one hand, the (ICT) in the course of their professional contradiction between provisions and activity. We focused on education as it forecasts of the theory of information is responsible for socialisation, trained society, and, on the other hand, the actual behaviour and the continuity of norms phenomenon and its ensuing processes. This practised by social institutions and the social research will enrich the existing body of system in general. More than 30 experts research into the mechanisms of interaction were polled. between technology (the technosphere) The informatisation processes were and society (the sociosphere) in modern researched in the second stage during free civilisation. time in November-December, 2015. The respondents were asked to note the time RESULTS spent on using ICT for work for a period of one week. The results were processed The value and perspective of using of and analysed using the SPSS software. information and communication technology Interpretation of data was carried out using (ICT) in education are subjects of close univariate and bivariate distribution. The attention globally as well as locally. In research was qualitative and was measured Russia, the informatisation of education is according to cost of free time. Timed one of the central focus points of the Priority interviews were also used for specification National Education Project. The universal and interpretation of results. acceptance of the significance of ICT even The main hypothesis investigated led to a declaration made during UNESCO’s was: “Distribution and use of information Second International Congress on technical and communication technology promotes and professional education: “Precipitancy reproduction of social structures and of development of ICT, their escalating samples of behaviour in modern society.” prevalence and accessibility, nature of their This entailed the study of the following: maintenance and lowering of their cost 1. The forms mediated by use of have important consequences for training. information and communication They can bring to increase in an inequality, technology were placed in highest weakening of social communications and to bear threat of cultural integrity. Therefore,

48 Pertanika J. Soc. Sci. & Hum. 25 (S): 45 - 58 (2017) The Directions of Communicative Technologies Transformation the governments need to work out a clear 1. to stimulate education by means policy for science and technique and to of media and development of give an assessment to opportunities of ICT educational programmes that will and practice of use. At the same time it is help users to work out the critical necessary to pay attention to how use of ICT and differentiated relation to media; will affect support with basic education. 2. to consider ICT as an educational Special attention should be paid to those discipline and as a pedagogical options in case of which application of ICT tool in the development of effective will promote overcoming of the division educational services; resulting from use of digital technologies, 3. to promote additional opportunities to increase in access to education and for new generations to learn to use increase of its quality, reducing thereby an new information technology freely inequality”. and creatively not only as users, UNESCO offers a range of the direction but also as vendors of information and forms of use of ICT in education. ICT, content. in keeping within reasonable cost, should be The Committee on Education of used to support the purposes of education. Administration of St. Petersburg is guided It has huge potential for the dissemination by these requirements to some extent. of knowledge to support effective training The chairman of Ivanov’s Committee and development of qualified educational has formulated the following ideology to services. For support of efficiency of ICT, govern the informatisation of education in especially in developing countries, it should St. Petersburg: “Information communication be combined with more traditional means technologies (ICT) which penetrated into all such as books and radio, and can also be spheres of human activities in many respects widely used for training teachers. It is define also development of the modern necessary to begin to use ICT for improving school, namely: the fundamentalization and the collection of data and for analysis; for the advancing character of the development solidifying of management systems in the of education aimed at disclosure of creative field of education at all levels; for ensuring abilities of the pupil; accessibility of access to education for the people living in education on the basis of distant training remote places and for the needy; for support using telecommunication and multimedia of original and subsequent professional technologies. Now ICT are an essential growth of teachers; and also for support of component of educational and educational favourable opportunities of communication processes. For the teacher of ICT shall that are not restricted to class or other become real means of computer support of frameworks of culture. educational process in any subject.” The purpose of informatisation of School informatics as a component of education is: continuous computer education is aimed at

Pertanika J. Soc. Sci. & Hum. 25 (S): 45 - 58 (2017) 49 Faiz F. Khizbullin, Tatyana G. Sologub, Svetlana V. Bulganina, Tatiana E. Lebedeva, Vladimir S. Novikov and Victoria V. Prokhorova developing: group teaching. They are also effective for 1. a broad world outlook (formation use in conferences, seminars, workshops of categorical concepts: system, and other educational settings. In 2007, information, structure, property); SEI in the city had about 1,200 MP. Table 2. algorithmic skills (cogitative 1 provides a summary of information on development of student); equipment owned by average educational 3. vocational training (for school institutions in St. Petersburg. graduates preparing to enter the The Application-Orientated Software field of informatics). (AOS) is regularly used in the educational process, except for teaching informatics The level of education informatisation and information technology, in about defines in many respects the process of 40% of SEI. In recent years for the first upgrading education and educational time, 1,378 computer-aided educational processes. Considerable financial means sets were purchased. They included have been allocated for support of software programmes and training in educational institutions in St. Petersburg basic use of personal computers as well as for informatisation in recent years from the computer training for facilitators (computer city budget. Analysis of a status of which is diagnostics, correction of knowledge and carried out by the Committee on Education mathematics and Russian for pupils of revealed the following main indices and elementary school). Distribution of AOS tendencies. On 1 April, 2005 out of the in the first stage was carried out as a pilot 86.5% of secondary educational institutions project in SEI before wider use among (SEI) of the city, 88% of vocational training other educational establishments in St. centres and 85% of interschool training Petersburg. The Committee on Education centres ran 1,239 computer classes (CC), itself bought a significant number of units of which the computers delivered in the of AOS in the period 2005-2006. Among last three years made up about 40% of the the items purchased were software from total. On average 1.5 CC is the share of different companies such as Physicon, one computer-aided SOU that actively uses Kirill, Mefodiy and INISsoft for teaching computers in its educational process. mathematics, physics, astronomy, chemistry Thirty-six pupils are allocated to one and biology and preparing students for the computer. This can sometimes average Unified State Examination physics papers. 60 pupils. In St. Petersburg, the figure is Other software were media libraries such slightly higher than that for the rest of as electronic encyclopaedia, ‘Education Russia. However, in other areas, wide Media’ and ‘Educational Monitoring’ as use of computers in the classroom is not well as educational aids such as LogoWorld yet encouraged. Multimedia projectors and FirstLogo. (MP) enable the use of new educational Almost every SEI that offered computer technology as well as techniques for large-

50 Pertanika J. Soc. Sci. & Hum. 25 (S): 45 - 58 (2017) The Directions of Communicative Technologies Transformation classes received this software, which was all administrators of establishments of education licensed for use by teachers and students for were organised by various centres such as the first time in 2005 and 2006. According the Centre of Information Technologies to records from SEI about 40% of them had and Telecommunications (CITT), the operating systems for educational activities Academy of Post-degree Pedagogical (MS Windows 95/2000/XP). Education (APDPE), the State University The professional development of of Informatics, Exact Mechanics and Optics teachers in the practical use of ICT in the (GU ITMO) and the Regional Center of educational process is necessary due to the the Federation of Internet Education (RT significant increase in informatisation in FIE). More than 7,000 people were trained education in the city. In the last three years, in eight split-level training programmes, of advanced training courses for teachers and whom 30% received funds in addition to the

Table 1 Use of ICT in educational establishments in St. Petersburg

% of SEI with CC and using From them: Quantity of SEI ICT in their educational process that used ICT in Area 50-100 30-50 their educational >100 >100 hour/ 30-100 hour/ hour/ hour/ process hour/ year year year year year Admiralty 24 13 3 8 54% 46% Vasileostrovski 10 6 1 3 60% 40% Vyborg 1 7 100% Kalinin 18 11 3 4 61% 39% Kirovski 25 18 4 3 72% 28% Kolpino 11 4 6 1 36% 64% 77 14 2 64% 6% Krasnoselsky 15 7 3 5 47% 53% Kronshtadsky 7 4 2 1 57% 43% Resort 6 4 2 67% 33% Lomonosov 3 2 67% Moscow No data Nevsky 21 - 1 7 100% Petrograd 12 3 4 5 25% 75% Petrodvorets 2 _ 2 100% Seaside 17 6 18% 82% Pushkinsky 12 2 6 4 17% 83% Frunze 12 1 4 7 8% 92% Central 27 16 8 3 59% 41% Total 283 108 174 38% 62%

Pertanika J. Soc. Sci. & Hum. 25 (S): 45 - 58 (2017) 51 Faiz F. Khizbullin, Tatyana G. Sologub, Svetlana V. Bulganina, Tatiana E. Lebedeva, Vladimir S. Novikov and Victoria V. Prokhorova budgeted amount (extra budgetary financial that “further development of ICT in means). education is impossible without solution of The informatisation of education took the urgent complex tasks connected to the longer to spread in St. Petersburg than in increase of efficiency of use of ICT in the the rest of Russia in general. The financing educational process.” of informatisation of education in St. A system of indices was created i.e. Petersburg is carried out at the expense target standards of informatisation were of the Legislative Assembly, which only set to measure the achievement of the receives funding for equipment. The use of region’s governing educational bodies. ICT in education in St. Petersburg is still Each index is indicated by a coefficient of sluggish although the city has achieved achievement. The number of coefficients recognition for its use of ICT, as seen in of achievement from all indices of the its nomination to second place for using process of informatisation of education ‘Information Communication Technologies provides a ratio of effectiveness of use of (ICT) in Education’ and its being awarded ICT in the educational process. This is an ‘The Best Region in the Sphere of ICT’. indication of the complexity of the process This is a complex problem that is related to of informatisation of education. the absence of the wide use of application- These measures were developed for orientated software and the lack of human several reasons. The original list of experts resources. This problem is recognised by the were among the teachers who most actively Committee on Education of Administration used ICT in the educational process. The of St. Petersburg, which has acknowledged region’s governing educational bodies

Table 2 Target standards of the informatisation of education in St. Petersburg

Achievement Index Designation Evaluation criterion coefficient Loading of computer classes (CC): In CC(EP), % >30% of EI 3 educational process (EP) >30 hour/week In educational process (unitary enterprise) CC(EP), % <30% of EI 2 <20 hour/week. After hours on budgetary basis (AH) CC(AH/ budget), >50% of CC 2 % After hours on paid basis (AH) CC(ah/paid), % >40% of CC 2 Loading of multimedia projectors (MP) 3(MP) hour/ >15 hour/week 3 week Percent of KK integrated in the local K(LCN), % >85% 1 computer networks (LCN) The number of pupils on one computer (С) Y(K), pup./C <50 pupils/C 1 The number of pupils on one modern Y(SK), pup./SK <90 pupils/C 1 computer (MC)

52 Pertanika J. Soc. Sci. & Hum. 25 (S): 45 - 58 (2017) The Directions of Communicative Technologies Transformation

Table 2 (continue) Achievement Index Designation Evaluation criterion coefficient Percentage of EI using the information technology (IT) when teaching different IT(EI), % >50% of OU 1 subjects (in addition to informatics and technology) Percentage of EI using the information technology (IT) >100 hour/year when IT(EI/100) >30% of EI 2 teaching different subjects (in addition to informatics and technology) Percentage of EI connected to the Internet IT(EI), % >70% of EI 1 Percentage of EI working on the Internet >50 hour/month in relation to total quantity of IT(EP/50) >30% of EI 1 OU connected to the Internet collect and record information on the use of arose from using ICT in their work. informatisation in the educational process. None of the experts were offered positive All institutions are required to fill an or negative incentives for completing information card specifying details subjects, any of the tasks connected with this teachers, number of hours, total number of research. They agreed to make all decisions hours of ICT use in the classroom etc. More independently, voluntarily and consciously than 90 such information cards were received after understanding the increasing role of from teachers from 52 institutions in the subjective-objective factors in gaining the region. They were selected for this research motivation of employees. as their work matched the criteria set for The most motivated and responsible this study and they were found to be experts teachers were the first to make the decision in their field. Thirty-two teachers from to implement ICT in the classroom. They seven educational institutions, including were interested in implementing new forms comprehensive schools, specialised schools and methods of delivering lessons and using and gymnasia, agreed to participate in new technologies and types of activity this study. The rest were employees of the to overcome organisational difficulties Scientific and Methodical Centre of the and new situations that cropped up in the Department of Education and Youth Policy use of technology. These were often not of the Administration of Frunzensky in the young employees, but the most skilled and district of St. Petersburg. authoritative teachers who enjoyed the The subjects were asked to answer in support of colleagues and the administration detail the research questions concerning the and who were confident in their own ability motive for using ICT in their work; how it to use ICT in the classroom effectively even was used; the results of using ICT in their in the face of unforeseen circumstances such work; and the problems and difficulties that as a technical malfunction.

Pertanika J. Soc. Sci. & Hum. 25 (S): 45 - 58 (2017) 53 Faiz F. Khizbullin, Tatyana G. Sologub, Svetlana V. Bulganina, Tatiana E. Lebedeva, Vladimir S. Novikov and Victoria V. Prokhorova

DISCUSSION social functions of capital pass Systematic research in this direction has to information. As a result, the been carried out since the 1960s in line university as centre of production, with new American sociology. Parsons processing and accumulation of (1996) formulation of the “component” knowledge becomes a kernel of the or “sphere” theory of a social system social organisation, the principal modelled the dialectic interaction of a social institution. The industrial “technosphere” featuring engineering and corporation loses its predominating industry, which he termed the “technological role. belly,” as the prevailing power sources 2. Level of knowledge, but not and a “sociosphere” in which attention property, becomes a defining was paid to reviewing different forms of factor of social differentiation people organisation, social communication and professional structure is and public consciousness (Stouner, 1986). more important than class. The Analysis of such interaction that was main conflict happens not in the presented in macro sociological theories economy but in the cultural sphere referred to a “post-industrial” (Toffler, 2004, where there is conflict between the p. 669; Toffler, 1999, p. 781), “technetronic” representatives of the old culture (Toffler, 1997, p. 461) or “information” and those of the new. The result of (Masuda, 1983, p. 29) society. the conflict and its resolution is the Throughout the 1970s this theory, development of new and decline of which enabled prediction of the direction of old social institutions. restructuring of the economy of developed 3. The infrastructure of this society countries, enjoyed wide popularity both is intellectual, and not mechanical. in society in general and in the academic The social organisation and environment. Different aspects of the information technology form a theory, which was generally termed symbiotic relationship. Society ‘post-industrialism’, were developed by enters ‘a technetronic era’ in authors such as Bell, Touraine, Brzezidski, which social processes become Masuda, Stovner, Toffler, Herbert McLuhan, programmable. Porat and Castells. They specified, rather 4. The prevailing ‘tertiary’ sector of accurately, these basic features as those of the economy (a sector of services) the post-industrial society: and information business stand apart 1. Innovative theoretical knowledge and grow, becoming a ‘quaternary’ becomes a defining factor of sector of economy. public life in general. It cancels In the early 1980s, there was a synthesis work and capital in their role as of the concepts of ‘post-industrialism’ and factors of cost. The economic and ‘information society’, which originated

54 Pertanika J. Soc. Sci. & Hum. 25 (S): 45 - 58 (2017) The Directions of Communicative Technologies Transformation in Japan. The two main theorists of these Delanty and Reingoldt were engaged in concepts were Bell in Social Frames of studying virtual communities and computer- Information Society (Bell, 1980, p. 426) mediated forms of social interaction at the and Masuda in The Information Society beginning of the 21st century. as Post-Industrial Society (Masuda, 1983, Among the local authors who wrote p. 29). The American sociologist, Manuel on the information society were Abramov, Castells, was the most significant theorist of Anurin, Borisov, Buzgalin, Voronina, the information paradigm. His fundamental Inozemtsev, Kostiuk and Rakitova. The three-volume paper, “Information Era: The Internet Pak as a wide information and Economy, Society and Culture”, (Castells, communication area network became the 2000, p. 431) advanced this theory among source of such research especially that by leading sociologists around the world Chugunova, Sokolov, Sibirev. These writers at the beginning of the 21st century. He analysed the key postulates of foreign advocated saving the major characteristics authors. of capitalism and introduced the term Bill Gates, the founder of Microsoft ‘information capitalism’, an ideology Corporation offered technological that called for the building of networks to approaches. In the book The Road Ahead connect people, institutions and the state as he claimed, “computer technologies are a means of overcoming the economic and the most essential factor influencing cultural contradictions of capitalism and change of the world today”. However, social conflicts. The information society many researchers believed it was not the was deemed to be the most progressive result of sociological speculations, but a social system. marketing mix which reduces diversity of Analysis of the social role of information factors of social development communication technologies became later to the phenomenon appearing entity of one one of the main directions in research into of the most profitable goods of the present postmodern ideologies and researchers paid for the purpose of gain of monopolization special attention to the phenomena of culture of a technological sector of the information and the mass media, claiming that changes market” (Lopatina, 2006, p. 201) in these spheres promote new behaviour. The leading authors of this direction were CONCLUSION Vattimo, Poster and Baudrillard while Lash The bulk of local research into this field and Bauman focused on the social problems has been carried out by scientists and of postmodern society and local researchers organisations specialising in technology, like Antonovich and Dudchenko studied cybernetics and the economy such as The the new social system expressed in terms Institute of Systems Analysis of the Russian such as ‘post-modernist’ and ‘character Academy of Sciences, The Institute of reference’. Other researchers like Etzioni, Automatic Equipment and Automation

Pertanika J. Soc. Sci. & Hum. 25 (S): 45 - 58 (2017) 55 Faiz F. Khizbullin, Tatyana G. Sologub, Svetlana V. Bulganina, Tatiana E. Lebedeva, Vladimir S. Novikov and Victoria V. Prokhorova of the Russian Academy of Sciences and integrate the technologies of communication The Institute of Social and Economic and information processing that Toffler had Problems of the Population of the Russian referred to in “Morphing of the Power” Academy of Sciences etc. It exerted a (Toffler, 2004). However, this approach certain impact on the methodology used faced critical problems in meeting the in this research, resulting in the creation of empirical criteria of determining what an specialised administrative structures (The information society was. For example, how Institute of Development of Information would ICT growth and use in an information Society in Case of the Government of society be measured? Did the emergence of the Russian Federation) and government a new society indicate also the emergence policy in the field of informatisation, for of ICT? How widespread a use of ICT was example, “The Concept of Formation of necessary bring this society into being Information Society in Russia”). At the and what was the necessary volume of its same time, American sociologist, Castells’ distribution? ideas were adapted for use such as in There were also serious objections are “The Concept of Transition of Moscow against technological determinism that to Information Society”. The technocratic defined the whole of society based on one post-industrial approach was gradually of its external factors, as technology and implemented in Russian academic and technical devices are part of the society. political practice. This was characteristic Society is not able to respond to different not only of Russia, but also of a number menaces at the same time nor is it able to of international organisations. At the same adequately perceive and comprehend these time, the promulgators of the concept of menaces owing to misinformation and the information society considered it a type change. Therefore, there is a need to define of social system that was new and possible the social aspects that regulate information only in the future. The Declaration of the danger and safety in modern, especially– World Congress of UNESCO on the status Russian, society. of creative specialists in Paris in June, 1997 Danger to the existence of society is began with this preamble: “As the modern connected to imbalance and the rupture society already is information society, of internal communications in the public business of the creative specialists directed system. Therefore, safety can be understood in the future to plan circuits of the new as restoration of internal unity, integrity union connecting ethics, technology and an of this society, saving of the ability to esthetics”. work out relevant to objective needs of Predictions of a forthcoming complex purpose and ability and their possible change in lifestyle were seemingly supported achievement. Therefore, the scientific by the progress of computer technology, and analysis of public processes is impossible this presented the opportunity to effectively without an understanding of the definition

56 Pertanika J. Soc. Sci. & Hum. 25 (S): 45 - 58 (2017) The Directions of Communicative Technologies Transformation of danger and safety, and, above all, the Stouner, D. (1986). Information wealth: Profile of information society. post-industrial economy. New Technocratic Wave in the West, 393–410. REFERENCES Subetto, A. (2003). The main tendencies of a development of education in the 20th century. Bell, D. (1980). The social framework of the Education and Social Development of the information society. Oxford: Blackwell. Region, 1-2, 14. Berger, P., & Luckmann, T. (1995). Social Toffler, A. (1997). Future shock. St. Petersburg: Lan’. constructioning of reality. The treatise on sociology of knowledge. Moscow: Medium. Toffler, A. (1999). Third wave. Moscow: Nuclear Heating Plant. Castells, M. (2000). The information age: economy, society and culture. Moscow: State University Toffler, A. (2004). Morphing of the power. Moscow: High School of Economics. Nuclear Heating Plant.

Frolova, E. (2014). Deformations in interbudget Touraine, A. (1998). Resetting of the person operating. relations in Russian federation: socioeconomic Moscow: Scientific World. and political risks. Actual Problems of Uebster, F. (2004). Theories of information society. Economics, 8(158), 351–359. Moscow: Aspect-the Press. Kobersy, I., Karyagina, A., Karyagina, O., & Ursule, A. (1990). Informatization of society. Shkurkin, D. (2015). Law as a social regulator Moscow: Academy of Social Sciences under the of advertisement and advertising activity CPSU Central Committee. in the modern Russian information space. Mediterranean Journal of Social Sciences, Vakulenko, R. Ya., Potapova, E. A., Tyumina, N. S., 6(3S4), 9–16. doi: http://dx.doi.org/10.5901/ & Proskulikova, L. N. (2016). Analysis of the mjss.2015. v6n3s4p9 organizational and technological environment for the existence of electronic services. Vestnik Lopatina, N. (2006). Information experts. Control of Minin University, 1-1(13), 1-8 sociology. Moscow: Academic Project.

Masuda, Y. (1983). The information society as postindustrial society. Washington: World Future Society.

Parsons, T. (1996). Concept of society: Components and their relations. American Sociological Thought, 494–526.

Pertanika J. Soc. Sci. & Hum. 25 (S): 45 - 58 (2017) 57

Pertanika J. Soc. Sci. & Hum. 25 (S): 59 - 72 (2017)

SOCIAL SCIENCES & HUMANITIES

Journal homepage: http://www.pertanika.upm.edu.my/

The Problem of Fixation of Siberian Endangered Languages in the Multimedia Corpus: Evidence from the Siberian Tatars Tyumen Region Dialect

Guzel Z. Fayzullina*, Elena N. Ermakova, Alsina A. Fattakova and Habiba S. Shagbanova Tyumen State University, 626152, Tobolsk, Tyumen region, Ural Federal District, Russia

ABSTRACT One of the most important strategic objectives of the modern globalised world is the preservation and development of the languages of different nationalities and ethnic groups. Currently, many languages of the Russian Federation are on the verge of extinction. The language of the Siberian Tatars is one such language according to UNESCO. The main problem of modern linguistic research is the lack of knowledge of dialect material. It is necessary to carry out research into languages beginning with the study of a single locality dialect based on various criteria. In drawing up the corpus of the Tatar folk dialects of the Tyumen region the experience of the Turkish National Corpus, which contains modern texts of various genres reflecting the system of language related to Tatar dialects, was taken into account. Dialectological studies of Western Siberia Tatar dialects are carried out to identify the dialectal differences at the phonetic, lexical and grammatical levels. All collected material is exposed to the dialectological systematisation. A locality is mapped according to this goal: the date of the material collection is fixed, respondents are registered and video and audio speech recordings and texts with a markup language are attached. The data are entered into the language corpus.

Keywords: Dialect, endangered Siberian nationalities, language corpus, Siberian Tatars, Tatar language

INTRODUCTION ARTICLE INFO Article history: In recent years, the issue of using new Received: 20 November 2016 Accepted: 5 May 2017 information and multimedia technologies

E-mail addresses: for the preservation of endangered [email protected] (Guzel Z. Fayzullina), languages and cultures is being raised [email protected] (Elena N. Ermakova), [email protected] (Alsina A. Fattakova), more and more often regarding not only [email protected] (Habiba S. Shagbanova) * Corresponding author new facilities but also new forms and

ISSN: 0128-7702 © Universiti Putra Malaysia Press Guzel Z. Fayzullina, Elena N. Ermakova, Alsina A. Fattakova and Habiba S. Shagbanova fixation methods and a new approach to includes a written corpus (corpus.tatfolk.ru), the process of renaissance ethnolinguistic the national Tatar corpus, Tugan tel (web- classification of endangered nationalities. corpora.net) and the Mishar dialect corpus The main multimedia dictionary purpose is (iyali.antat.ru). However, none of these preservation, formation and development of corpuses include folk speech samples of ethno-linguistic and communicative culture the Tyumen region population. The Tyumen as the carrier of the language itself and region territory is traditionally viewed as an immersive learning to practical mastery of aerial picture of the Siberian Tatar dialects. endangered Siberian Tatar languages. Generally, research has been limited to Currently, the study of dialects is dialects and their corresponding towns and gaining more importance. In Siberia, the regions such as the Tyumen dialect, which problem is urgent because some dialects is spoken by the population of Tyumen city, remain unexplored up to now and this the Tobolsk dialect, which is spoken by the includes the Siberian Tatar dialects too. The population of Tyumen Tobolsk city and the population of one of the largest Russian Zabolotny dialect, which is spoken by the Federation regions, Western Siberia, reveals residents of Achirsk and Laytamaksk. a rather mixed picture (Gabdrafikov, The relevance and novelty of this project Karabulatova, Khusnutdinova, & Vildanov, was due to the dearth of data connected to 2015; Karabulatova, 2013; Karabulatova, Siberian endangered languages. Available Ermakova, & Chiganova, 2014; data are stored in different archives and Karabulatova, Polivara, & Zamaletdinov, libraries of rare books and manuscripts in 2013; Sayfulina & Karabulatova, 2014). Russia and other countries. As a result, the Turkic tribes have historically lived in the rich scientific heritage of Siberian languages area, most of which was part of the Tatar is little known and little explored. nation. Long distances between localities It should be noted that this project resulted in linguistic fragmentation among was a pioneer made possible by a Russian the Siberian Tatars, and this led to the Turkologist breakthrough that ensured the formation of different dialects (Sayfulina & availability of serious and fundamental Karabulatova, 2014). The Tobol and Irtysh Russian works on Turkology. This project dialects were formed in the Omsk region and will enable specialists in Turkic world southern regions of the Tyumen region (the philology to address issues concerning name of the dialect was due to the fact that Siberian Tatars. We believe that our project a significant number of Tatars lived on the is important as it allows researchers to assess Tobol and Irtysh river banks). The Tatars of the state of research into Turkic studies in Novosibirsk region speak the Baraba dialect, Russia and the West and to identify priorities the name of which comes from the place of in modern Turkic studies. their residence, the Baraba steppes. The subject of our study was the folk The corpus of the Tatar language dialects of the Tatars living in the Tyumen

60 Pertanika J. Soc. Sci. & Hum. 25 (S): 59 - 72 (2017) The Problem of Fixation Siberian Endangered Languages region. One hundred and six rural localities Aromashevsk, Vagaysk, Zavodoukovsk, and Tyumen and Tobolsk cities were part Isetsk, Nizhnetavdinsky, Tobolsk, Tyumen, of this research. The dialect and vernacular Uvatsk, Yalutorovsk and Yarkovsk districts features of the spoken language of the Tatar of the Tyumen Region; and thematic and population were analysed. The linguistic grammatical marking and analysis of material used for the corpus were the used dialectal corpus. Material that has been records of oral speech. These included investigated and described will be presented dialogues between the researcher and in the “Multimedia Corpus of Tatar Folk respondent (answers to questions), oral Dialects of the Tyumen region”, which folklore samples (songs, tales, mysteries, will serve as a source for contemporary legends, traditions etc.) and description linguistic research. The multimedia Tatar of folk rituals and spontaneous recordings corpus collected by Radloff was carried of everyday communication. A language out by Sayfulina (as cited in Yusupov & markup was saved during the collection Karabulatova, 2014). of the linguistic material. All entries were The criteria specified for the respondents documented: specified place and time of included age and gender. Questions collecting the material and the respondent’s were distributed in accordance with the demographics (name, gender, age). respondents’ age (0-7, 8-11, 12-17, 18-49, 50-69, above 70). For example, respondents METHODS between the ages of 0 and 7 years were The research materials were the researchers’ asked questions such as, “What children’s field recordings of folk Tatar dialects game do you know?” and “What counting of the Tyumen region collected during rhymes do you know?” while respondents dialectological expeditions in the period above the age of 70 years were asked, “How 2014-2016. Lexicographical data taken did people live in the localities during the at different time intervals were used for Great Patriotic war?” and “Tell us about synchronous diachronic analysis based your ancestors” etc. on the dialects, etymological dictionaries The study included two phases. In the and reviews as well as scientific works first phase, field studies were conducted on the ethnography of the Siberian Tatars. in the Tobolsk and Tyumen regions and Researchers from the Mendeleev Tobolsk the cities of Tyumen and Tobolsk. The Pedagogical Institute (Tyumen State expedition team visited 30 rural localities University Branch) studied issues related to out of 50 localities. Eleven of them were the Tatar Tyumen region folk dialects corpus in hard-to-access areas i.e. Achirskoe rural by a group of scientists. The scientists locality - Achiry (Vatsir), Izemet (Lәңche), were given the following tasks: dialect Ishmeneva (Neshshә), Laytamakskoe rural material collection programme creation; locality (Laytamak (Laytamaқ/Laymtamaқ), field studies in Tatar localities like the Varmahli (Vәrmәkle), Topkinbasheva

Pertanika J. Soc. Sci. & Hum. 25 (S): 59 - 72 (2017) 61 Guzel Z. Fayzullina, Elena N. Ermakova, Alsina A. Fattakova and Habiba S. Shagbanova

(Tәpkenpash), Topkinsky (Tәpken), the fact that at the present time, compared Yangutum, Kutarbitskoe rural locality to 60-90 years ago in the 20th century, the (Tahtagul (Lәtsek), Cheburga (Kүkrәnte), number of Tatar localities has decreased Usharovskoe rural locality (Noskinskaya significantly. In the Tobolsk region, (naskh). Each local dialect was valuable for many villages have disappeared, such as isogloss study. Komarovo, V. Bekhterev and Sauskan. On Initial analysis brought interesting the verge of extinction are local Siberian conclusions. For example, the dialect Tatar villages Nerd, Topkinbashevo and of Yankov Vagaysky District villagers Yangutum. shared characteristics with the Mishar Along with the disappearance dialect, although in dialect linguistics this of localities, Russification of the Tatar dialect is believed to be common only in population is ongoing, especially among the Tatarstan, a territory that is significantly younger generation (Karabulatova, 2013; distant from Siberia. Note that the locality Karabulatova et al., 2013). For example, the is not represented in the Electronic Atlas indigenous Tatar population in the Nadtsy of the Tatar language (iyali.antat.ru). Some locality does not speak its native language, language processes of different Tatar ethnic while the older generation understand the groups are marked as “live,” meaning that Tatar language and speak the Tatar language they require special attention. only in part. For example, in the recording Thus, material collection was based of the interview with Azichamal Sadikovna on the concept of information materials Kulmametova, born in 1940 in Nadtsy (archival documents) as well as the principles village, which was done on 18 September, of an information system formation. 2015 (recording made 09.18.2015), many Further synergistic approaches described Russian words and modified words were the development of an information system used: already, here, wanted, built on the architecture, capable of continuously mountain, the songs, the elderly, not given, operating in a global network with stability. because after the mountain, under the At the same time a basic structure of mountain, flooded with water etc. Fifty information (BSI) was formed for document percent of the text are words in the Russian submission and archival materials relating to language. The switch from Russian to native the project. A parallel for full interactive use dialect was interesting. The respondent of the proposed project and the necessary would first mention the word in Russian software components were developed to and then in the Tatar language, for instance support the functioning of the system. mogilalar - kaberlya. This was subject to the operation of the speech. RESULTS In our view, forgetting one’s native The problem of fixation of the endangered language is due to a sharp change in the culture of the Siberian Tatars is related to language environment (Karabulatova et al.,

62 Pertanika J. Soc. Sci. & Hum. 25 (S): 59 - 72 (2017) The Problem of Fixation Siberian Endangered Languages

2013). This is due, primarily, to a significant dialect, affected the speech formation of increase in speaking other languages. the respondent. Dialects of neighboring Here, the role of the Russian language as localities like Yreka, V. Bekhterev and a language of international communication Turby, which are located in the area of was increased, leading to a decline in the Tobol and Irtysh districts, affected her the use of the Tatar language (Gilazov, speech formation as well. This suggested Karabulatova, Sayfulina, Kurakova, & that her speech was formed as the result of Talipova, 2015). the merging influence of the Mishar, Tobol When collecting the material, such and Irtysh dialects. criteria like birthplace and respondent The dominant characteristics of the residence, which is part of the corpus Siberian dialects are clatter and total marking, are taken into account. The stunning. However, the Mishar dialect also population of the Tatar localities in the has clatter dialects. They are distributed Tyumen region is ethnically heterogeneous. within the territory of Aksubaevsky and For example, Siberian Tatars live in the Chistopol in Tatarstan. Therefore, in this case Salairka village of the Tyumen region clatter is not a differentiating characteristic. and Kazan Tatars live in the Big Akiyary Stun in Gashura Suleymanovna’s speech village of the Tyumen region. Siberian is not observed; it is observed only in the Tatars and their descendants are also found dialect sibirskotatarskoy token lyaptsayep. in Sart, in the Alga village of the Tobolsk From a morphological point of view, the region, which has populations of Mishars tokens do not differ from the standardised and Siberian Tatars. Work partnerships and language units. For example, the literary mixed marriages have brought together infinitive affix is used -yrғa /-ergya: different Tatars and led to the merging of yebyargya, asharga and kiyyargya, while their speech and dialects, forming a new for Tobol and Irtysh dialects these are the dialect. typical affixes -ғaly / -gyale; -қaly / -kyale: One example is a text written on 13 yevyargyale, ashaғaly and keygyale. September, 2015 in the Alga village of The above-mentioned facts show that Tobolsk region by the respondent, Khalilova the word structure, to a lesser extent suffers Gashura Suleymanovna, who was born in change, rather than the lexis when dialects 1922. The population of the Alga village are come into contact with one another. In emigrants from the Republic of Tatarstan, this area, the task of further research is to including the respondent’s parents. Gashura identify different dialects in the Tyumen Suleymanovna’s generation was born region to analyse linguistic units at all in Alga, in Siberia. Consequently, the levels and to establish the main trends in the language environment of the respondent development of active dialects in a dialect was bi-syllabic. Family speech and the rural of the passive range. population, who are carriers of the Mishar The subjects and text types were

Pertanika J. Soc. Sci. & Hum. 25 (S): 59 - 72 (2017) 63 Guzel Z. Fayzullina, Elena N. Ermakova, Alsina A. Fattakova and Habiba S. Shagbanova different: rural areas, family, work, war, development procedure, operation folklore, way of life, people, nature, religion; and using of various types of tales, songs, legends, riddles, proverbs, information-processing facilities; sayings, war stories, ancestral stories, • Information resources that are stories about ancient religious practices based on processing technologies of the Siberian Tatars etc. The corpus and different types of information material was relevant not only for linguistic presentation; research, but also for literary, ethnographic, • Computer software, the operation historical and sociological research. The of which is associated with the morphological corpus marking included processing and presentation of the following criteria: part of speech, different types of information; category of number, category of case, • Computer hardware, by which it category of accessories, proper names, becomes possible to work with degrees of comparison, category of time, different types of information infinitive, participle, gerund, action names, (Polat, 2000). category inclination, category of persons Audio information includes speech, and category of negation. music and sound effects. Compared to audio The commonly used term “media”, can recordings, video information is presented be defined in several ways. The electronic by a much larger number of used elements dictionary “La rousse. Le Multidictionnaire that give the fullest information of the ethno- du franҫais Prestige” provides this definition, linguistic culture of the Siberian Tatars. “Multimedia, non-masculine-ensemble des Dynamic footage almost always consists technique et des produits qui permetent of a sequence of frames. Using multimedia l’utilisation simultanée et interactive tools is effective at all levels of immersion in de plusieurs modes de repésentation de the language and culture of the endangered l’information (texts, sons, images fixes ou nationality. Because of frequent reporting, animées)”. users can not only get acquainted with the In the Russian virtual space, glossary. culture and increase their horizons, but can ru, the following definition is given: “a also explore and learn the language and set of multimedia computer technologies, culture of the Siberian Tatars and improve at the same time using several types of their reading, speaking, listening and writing information: graphics, text, video, photos, skills. animations, sound effects, high-quality History shows that people have always sound. Multimedia technology is composed resorted to the use of aids for success of a special hardware and software” (MBU, in training the younger generation. For 2016). Also at the site, wikipedia.ru, we find example, archaeological excavation data “multimedia technologies” defined as: indicate that in the very distant past, parents • Technology, describing the taught their children to count with the

64 Pertanika J. Soc. Sci. & Hum. 25 (S): 59 - 72 (2017) The Problem of Fixation Siberian Endangered Languages help of multi-coloured stones and animal emotional spheres of an individual recipient, bones, among other items. Later, waxed to involve all information flow channels and planks were used when teaching reading to upgrade understanding of other cultures and writing together with sharp metal rods through the introduction of computer used as a stylus. New technical devices and multimedia technologies. Computer and machines are available today as a learning technologies are designed to result of significant progress in science and provide a new level of preservation of technology in the 19th century and the ethnic and cultural artifacts to lead modern further development of the capitalist mode science and education to the humanisation of manufacture (Kashchuk, 2007). of modern civilisation as a whole. History shows that the more or less widespread use of technical tools in foreign DISCUSSION language teaching began in the first and A psycho-emotional study of a people second decades of the 20th century, with group is always aided by reference to the invention of the ‘miracle of the century’, American ethnolinguistic works (Appadurai, the gramophone. This new tool attracted 2003; Boas, 1989; Vovina, 2006). Post- not only enthusiastic teachers, but also a Soviet studies may find certain parallels number of major experts, philologists and in the work on language and culture of teachers. Indeed, Jespersen, back in 1904, local populations of different countries said that in the hands of capable teachers, (Appadurai, 2003; Fayzullina, Karabulatova, the phonograph could provide invaluable Fattakova, Ermakova, & Sayfulina, 2015; assistance to students (Jespersen, 1940). Gachev, 1998; Karabulatova et al., 2014; The development of radio engineering Karabulatova & Sayfulina, 2015; Lurie, and commissioning of broadcast radio 2003; Uryson, 2003). By Girts’ definition, stations led to the fact that in 30 years a picture of the world is a “picture of how during the 20th century, European radio things exist ... his conception of nature, itself centres began transmitting foreign language and society.” lessons for self-study. Somewhat later, The problem of multimedia fixation of the world witnessed outstanding new Siberian Tatars dialects is due to disputes inventions: the first electromechanical, then regarding the allocation of the Siberian the optical recording and, in the 40s and 50s Tatars either as a separate ethnic group or as of the 20th century, magnetic recording, a Tatar subethnos (Vovina, 2006). However, which according to the opinion of many it is hoped that the dispute will be resolved researchers, opened an entirely new era in before the language and culture of this small language teaching (Kashchuk, 2007). Siberian nationality disappear altogether. The idea of the compilation of a Siberian The activity of the Russian scientific Tatar language multimedia dictionary is to elite in the field of Turkic studies remains enhance and maximise intellectual and outside the purview of the foreign scientific

Pertanika J. Soc. Sci. & Hum. 25 (S): 59 - 72 (2017) 65 Guzel Z. Fayzullina, Elena N. Ermakova, Alsina A. Fattakova and Habiba S. Shagbanova community. Leading European centres are Siberian Tatars not as subethnos Tatars, but exploring the problems of Turk research as a small independent Turkic ethnic group because Europe is now experiencing a in Siberia. major influence of Turkic-Turkish culture Works of American researchers from especially in Germany, Belgium and Oxford and Columbia universities focus Austria. The situation has sparked great on the genesis of the Turkic culture, interest among American researcher, Golden communication Turks and Khazars and the examined the potential of the globalisation interaction between the Turks and Slavs as of Turkic culture in synchronous- seen for example, in the works of the famous diachronic aspect. It should be noted that Turkologist, Golden (2009 & 2010). The the contribution of Russian Turkologists linguistic material is used as an illustration is silenced because of the existing distance in history, political science and sociological and inaccessibility of sources in Oxford work that allows to “pull” it from the context University’s studies. It should also be in favour of various hypotheses. In this noted that the analysis of Turkic cultural connection universities develop their own concepts is in the geopolitical aspect, not versions, as done by Golden (2009 & 2010) in philologically, making it difficult to and Pritsak (1998). Scientists believe that make decisions on a particular issue. Our we can talk about the formation of a mixed project, declared as the multimedia fixation linguistic phenomenon (Karabulatova, of the Siberian Tatar language, enables a 2013); such a phenomenon was the basis for broad international scientific community the formation of the Altai Turkic language to communicate directly to the linguistic system (Pritsak, 1998). Mutual ethno- and ethnographic material and researchers’ linguistic facts clearly demonstrate the labour, not to their interpretations, which activity that process the modern phase of immediately eradicates any possibility of the Turkic language system. innuendo and pseudo interpretation. As judged from the results of surveys One of the main scientific competitors conducted by regional sociologists, ethnic in this type of work is Kazakhstan because a self-identity was sufficiently sustained and large archive of the scientific findings of one possessed a positive orientation among of the leading researchers of Siberia, Malov, Tatars of the South Tyumen district in the is kept in Almaty and Astana in Kazakhstan. period 2001-2010 (Table 1). In recent years, Kazakhstan has emerged as Answering the question as to which a leading researcher in the Eurasian region, nationality they belonged to, scarcely more including in Turkic studies. Also, many than a third of those asked (28.2%) called Turkish researchers are showing interest in themselves Tatars. Other participants (70.2% this topic. It should be admitted that Turkish according to survey data) concretised their Turkology began to occupy a dominant answers more firmly: two thirds of the position in the Turkic world, denoting the representatives of the Tartaric population

66 Pertanika J. Soc. Sci. & Hum. 25 (S): 59 - 72 (2017) The Problem of Fixation Siberian Endangered Languages

Table 1 Dynamics of respondents’ answers to the question of degree of their national affiliation satisfaction, as a percentage of total number of respondents

Percentage by year Satisfaction 2001 2010 Satisfied 77.7 90.3 Not satisfied 1.7 3.2 Do not attach importance to national affiliation 13.5 6.0 Hard to answer 7.1 2.4

(62.4%) called themselves Siberian Tatars 1999-2002 and Sayfulina (2001-2012) and and 7.8% as Kazan Tatars (Khairullina, Karabulatova (2002-2015) collected the Karabulatova, Shvedova, & Koyshe, 2015). following data from interviews regarding Active processes in Turkic studies folklore and belief in spirits-patrons and are taking place in the Kazakhstan and the elements as well as various types of Turkish scientific communities. Despite the commercial and industrial activity: iy abundance of works on Turkic studies, most iyase (patresfamilias), ot iyase (hearth of the work is known only to a narrow circle host), su iyase (water host), toola iyase of researchers. Our project, in addition to the (the owner of the forest), and hur iyase scientific purpose of endangered nationality (cote host), yelnym huchase (owner of the ethno culture fixing, also pursued another wind). We conducted ethnographic and goal: ethno-linguistic cultural renaissance dialectological expeditions that repeatedly of the Siberian Tatars. showed resistance to archetypal images in Siberian Tatars noted the danger of the ethno-linguistic portrayal of the Siberian the preservation of a small Siberian ethnic Tatar worldview. The people believe in identity in conditions of contemporary assistance from the spirit world for success globalisation (Table 2). in life. For instance, to ensure that their A. G. Seleznev and I. A. Selezneva in business prospered, they may offer gifts like

Table 2 Dynamics of the responses between 2001 and 2010 to the question of the possibility of loss of national identity for the tatars, as a percentage of total number of respondents

Percentage by Year Risk 2001 2010 Exists 37.7 39.9 Exists but it is not worth exaggerating 28.6 24.3 No 11.8 17.3 Never thought about this 19.2 10.8 Hard to answer 2.7 7.6

Pertanika J. Soc. Sci. & Hum. 25 (S): 59 - 72 (2017) 67 Guzel Z. Fayzullina, Elena N. Ermakova, Alsina A. Fattakova and Habiba S. Shagbanova milk, money, eggs and bread to the village a journey, funeral rites etc. Initially, it religious head to pray to the spirits for help referred to a compulsory Islamic tribute. (Khairullina et al., 2015). The need for bringing a sacrifice-tribute was A peculiar myth-ritual presentation established by the first righteous Caliph Abu involving fish and ponds is practiced by Bakr, who categorically stated that there is the Siberian Tatars as they believe in the no Islam without sadaqa (Karabulatova et existence of water and river hostesses, al., 2014; Karabulatova & Sayfulina, 2015; which they call Su Anasy or Su Pitsyn Khairullina et al., 2015). (Karabulatova et al., 2014; Karabulatova & The southern Tyumen region celebrates Sayfulina, 2015; Khairullina et al., 2015). sabantuy, which it borrowed from the Volga The water hostesses bring luck to fishermen, Tatars (Yusupov & Karabulatova, 2014). and it is believed that to receive this luck, The ancient holiday, Carga Putka, is also once a year, in the spring, during the ice celebrated (Carga tui “crow holiday”) before drift, before sunset, fishermen should go to sowing during the arrival of the rooks. The the beach and throw a coin into the water. villagers cook large pots of porridge in the This would guarantee a good catch for the field and leave behind a portion in the pots. whole year. The water host is believed to In the dry summer, the rain-trigger ritual be an old man, a water spirit named Su shokrana and cook kormannyk are held. Iyase Su Babasy, Su Bari or Su Shaytane. The villagers, led by the religious head of To appease him, it is necessary after an the village ask God for rain. ice drift to throw cons into the water. The The indigenous population of the Zangeata/Zangebaba/Sangebaba was the region have kept these archaic beliefs. patron of cattle (Khairullina et al., 2015) Their norms, rituals, customs and traditions who is venerated in a special ceremony held allow them to live in harmony with nature. immediately after a cow calves (Sayfulina & The subsequent spread of Islam among Karabulatova, 2014). In the village Ebargul the Siberian Tatars led to a special cultural Ust-Ishim in the district of Omsk, calving phenomenon, a Muslim-pagan syncretism is followed by offering the colostrum reflected in the Astana phenomenon produced to the elderly, orphans and the (Karabulatova et al., 2014; Karabulatova lonely or sadaqah. The cow’s first milk is & Sayfulina, 2015; Khairullina et al., boiled in a cauldron, and when it thickens, 2015; Sayfulina & Karabulatova, 2014). In it is eaten with bread (Khairullina et al., conclusion, it should be noted that the Sufi 2015). The religious head of the village is tradition of Islam has played an important invited to the feast, during which he asks role in Siberian Tatar culture (Sayfulina, the Sangebaba for the well-being of the Karabulatova, Yusupov, & Gumerov, 2013). new calves. The term “sadaqah” is Arabic; Sufiism was transformed and adapted to it refers to the sacrifice made during various local views and religious practices and ritual activities related to the care cattle, added to the traditional Siberian Tatar

68 Pertanika J. Soc. Sci. & Hum. 25 (S): 59 - 72 (2017) The Problem of Fixation Siberian Endangered Languages ideology (Gilazov et al., 2015), creating in Turkic studies. The project is a pioneering Tatar minds a whole and undivided ethno- work and a breakthrough in Russian religious complex allowing them to feel Turkology. It ensures the availability of included in the unified ‘man-nature-society’ serious and fundamental Russian research trinity system. on this subject. The project also enables Such original artifacts, recorded by us Turkologists around the world to address on video, as well as a scientific commentary, the legacy of endangered Turks in Siberia, is evidence of the uniqueness of Siberian especially Siberian Tatars. Tatar culture. In this regard, this study The different points of view by domestic expands the corpus for Turkologists around and foreign scientists led the researchers to the world. Interactive database creation is a conclude that each ethnic culture, including priority in science today. These steps have the culture of the Siberian Tatars, is a specific been used in Slavic, Ugro-Finno scientific cultural system with relative autonomy and work and is greatly valued by the global autochthony (indigenous origin). National scientific community. cultures are different in form as they are determined by the peculiarities of history CONCLUSION and various conditions, including natural This project aimed to create a modern conditions that formed these cultures. source for linguistic research. The corpus In the case of Siberian Tatar culture, material was the living spoken speech of the authors took into account that ethnicity the Tatar population of the Tyumen region. does not exist in isolation, and actively This research will benefit Turkologists cooperates with other nationalities. Siberian actively engaged in Siberian Tatar research Tatar culture is the result of the interaction activity. The material collected will be between several nationalities in the area. The included in relevant bibliographies and development and preservation of national multimedia information systems on the cultures is an important task today, as every Internet as the fully integrated “Siberian ethnic group brings its invaluable historic Tatar Dialects Multimedia Dictionary”. In contribution to world culture, enriching it addition, a lemmas catalogue will be made even as it learns from other cultures. available that will popularise and save the endangered Siberian native language of the ACKNOWLEDGEMENT Siberian Tatars, making it accessible to the This work was performed as part of the scientific community in Russia and abroad. Russian Federation President’s Grant This complex ethnographic and linguistic for young Russian scientists, supporting material will present a comprehensive Candidates of Sciences (Contract №14. look at Siberian Tatar life and evaluate Z56.15.5221-MK) in relationship with the role, place and importance of the young scientists in employment (MK- language of the Siberian Tatars in modern 5221.2015.6).

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Pertanika J. Soc. Sci. & Hum. 25 (S): 73 - 88 (2017)

SOCIAL SCIENCES & HUMANITIES

Journal homepage: http://www.pertanika.upm.edu.my/

Problems of Inclusive Education of Disabled Children in the Context of Integration into Modern Society

Zinaida V. Polivara1*, Marziya P. Asylbekova2, Olga N. Budeeva3, Galina A. Zabirova4, Leonid I. Kim5 and Maira S. Dzhilkishieva6 1Department of Defectology, Institute of Psychology and Pedagogy of the Tyumen State University, 625007, Tyumen, Tyumen region, Ural Federal District, Russia 2L.N. Gumilyov Eurasian National University, 010000, Astana, Republic of Kazakhstan, 3Ufa State Petroleum Technological University, 450080, Ufa, Republic of Bashkortostan, Volga (Privolzhsky) Federal District, Russia 4Institute of Continuing Professional Education of the Department of Social Protection of the population of the Government of Moscow, 105066, Moscow, Central Federal District, Russia 5Institute of Socio-Political Research under the Russian Academy of Sciences, 119333, Moscow, Central Federal District, Russia 6Academy of Pedagogical Sciences of the Republic of Kazakhstan, Professor of Academy of Natural Sciences, Taraz State Pedagogical Institute, 080000, Taraz, Republic of Kazakhstan

ABSTRACT In recent years, the scientific attention to problems of children’s disability has considerably increased due to several circumstances. The development of inclusive education in Russia is the imperative of the time and the obligation of a social state, which, being a member of the UN, has undertaken a number of obligations in relation to disabled children. The successful implementation of these obligations depends on not only the state, but also on a position of society in relation to people with special needs in general and to education of disabled children, in particular. The idea of co-education of disabled children and healthy children meets objections based on the lack of conditions for its implementation: material, organisational, financial, mentality of the population and pedagogical workers. In this work, we have focused on physically challenged children with safe intelligence. Among all disabled children, a special group is made ARTICLE INFO Article history: up by children with safe intelligence whose Received: 20 November 2016 Accepted: 5 May 2017 socialisation possibilities are also limited.

E-mail addresses: In addition, this category has a defect that [email protected] (Zinaida V. Polivara), Ма[email protected] (Marziya p. Asylbekova), is ‘visible’ to people around them, and this [email protected] (Olga N. Budeeva), forces society to separate itself from the [email protected] (Galina A. Zabirova), [email protected] (Leonid I. Kim), problems and from communication with [email protected] (Maira S. Dzhilkishieva) * Corresponding author disabled people.

ISSN: 0128-7702 © Universiti Putra Malaysia Press Zinaida V. Polivara, Marziya P. Asylbekova, Olga N. Budeeva, Galina A. Zabirova, Leonid I. Kim and Maira S. Dzhilkishieva

Keywords: Disabled children, education, inclusion, children with deviant development. Now integrative technologies in Russia, there are more than 2 million children with deviations in development INTRODUCTION (8% of the total number of children) and Up to now, education of disabled people about 600,000 of them are children with in specialised educational institutions has the formally recognised status of “disabled been the dominating tendency in Russian person”. The state social policy of Russia educational policy. Developed Western today is focused mainly on isolation of countries are orientated towards inclusive children with problems in development. education of disabled children in ordinary Their isolation in boarding-type institutions schools together with healthy peers, yielding is considered the optimal method for their the best results in training children for socialisation. subsequent life and social inclusion. The problem of social integration of It is known that the development of a persons with deviations in development child’s identity requires some conditions. is complex and multidisciplinary. It is The family should be able to provide them, a common subject field within various but preservation and normal functioning of sciences: sociology, defectology, medicine, the family itself can be a separate problem. general, special and social psychology, The financial support provided by the state social and correctional pedagogics and to families having a disabled child remains social work. Due to the strengthening of at a very low level. Therefore, parents general attention to the development of having to solve a life support problem are individual personality, the idea of joint not capable of creating the proper conditions (inclusive) education as most corresponding for development of their child`s creative and to the principles of a social state is coming intellectual potential. into shape. For children with various For the disabled child the family is of levels of mental and physical development special importance. While a normal child inclusive education is considered to be the can obtain the necessary skills of life in other most important institution for their social social institutions, for the disabled child inclusion. the family institution often becomes the Disabled children are those having only source of knowledge of the world and functional limitations as a result of a disease, of other people. It is the family that shares deviations or problems in development, the most responsibility for development state of health or appearance owing to of identity of the child who has health inadaptability of the external environment problems. to their special needs or because of negative The relevance of the problem of the stereotypes and prejudices of society social integration of disabled people is concerning disabled people in general. determined by an increase in the number of The category of children with disability is

74 Pertanika J. Soc. Sci. & Hum. 25 (S): 73 - 88 (2017) Problems of Inclusive Education of Disabled Children presented by children having difficulties of into a special being; it only forces him to various degree and type i.e. deviations in adapt to society in different ways. mental or physical development (disorders and delays in development of hearing, METHODS vision, speech, intelligence, emotional The problem of the research is the following and willed sphere and communication contradiction. In Russia, equal rights processes) (Chueva et al., 2016). These in receiving full education (secondary deviations cause ontogenetic disorders of socialisation) are declared for both general character, limiting the possibility healthy and disabled children, but actual of the children inclusion in life activities to discrimination of the latter interferes with the full. In this regard, the process of social their social integration and leads to further inclusion of disabled children and children deprivation and social exclusion of a with deviations is slow and not as successful considerable part of disabled people in as for other children. Nevertheless, the Russia. Contradictions, problems, difficulties existence of this or that disorder does not of formation of inclusive education of predetermine a marginality of the person`s disabled children in Russia remain outside life in general. For example, partial loss of developed sociological analysis. hearing or sight does not necessarily cause The object of this research was a deviation in development as in these cases education of disabled children as a process there is an opportunity to perceive signals of their social integration. The subject of this by the safe analysers that are traditionally research was inclusive education of children accepted in society and there is no need for with health deviations as a factor of their development of compensatory mechanisms social integration. of perception of the world. The process of social estimation of Limitation of psychophysical the individual assumes a set of imperious opportunities is not a purely quantitative relations in the context of which the factor. This is a system change of the integration of the person into society personality in general as disabled children takes place. At the same time, according often have peculiarities in processes of to Foucault, any authority carrying perception, though a lot of things depend out an individual control applies the on the character and extent of deviation. binary model of division and “coding” Ideally, disorders of development have to (branding, stigmatisation) such as ‘mad- be perceived as “not as an exclusive, fateful sane’, ‘dangerous-harmless’ and ‘normal- phenomenon, immune to influence, but abnormal’ and operates on the basis of the as a deviation from the healthy course of compulsory instruction and differentiation development” (Vygotsky, 1983, p. 17). At of subjects in the status and role space. By the same time, from the point of view of means of stigmatisation the authorities claim Durkheim, an illness does not turn a person and fix the system of values, set boundaries

Pertanika J. Soc. Sci. & Hum. 25 (S): 73 - 88 (2017) 75 Zinaida V. Polivara, Marziya P. Asylbekova, Olga N. Budeeva, Galina A. Zabirova, Leonid I. Kim and Maira S. Dzhilkishieva of space available to the individual, “order education, collected from among the movements, force [them] to do exercises the parents of healthy pupils of and use tactics (drilling/strict discipline)”. the 1-8th forms and teachers of These models are implemented in the course comprehensive schools in Tyumen of the individual`s activities when he passes in the period 2009-2016. The through the so-called centres of authority surveys took place in six schools (a family, educational institution, factory, during meetings with parents. The and in some cases, penal institutions). The survey of teachers was conducted process of rationing and typification is at the same schools. The total defined by the need to express the social number of respondents was 344, attitude towards the object, the desire to including 134 teachers and 210 see either a norm or something deviating parents (grandparents of pupils); from the norm, to classify an unknown as 3. the authors’ observations made something meeting or contradicting socially during seminars on distribution of accepted standards (Kibby et al., 2004). the practice of inclusive education The theoretical and methodological of disabled children in public basis of this research are the fundamental organisations of disabled people in theoretical provisions considering the Tyumen and Moscow such as The development of personality as a result of Interregional Public Organisation of specific human relations that are formed Disabled People, SAMI, The Union in the space of social communications of Active, Young and Initiative according to the ideas of Zimmel, Mead and People, The Nizhny Novgorod Cooley; the concepts devoted to the deviated Regional Public Organization of development of personality based on work Disabled People, Invatur and the by Vygotsky, Lubovsky, Yarskaya-Smirnova Assistance of Equal Opportunities and Malofeyev); and the basic provisions Realisation Fund, Open Doors. The of human rights stipulated in international authors organised 20 seminars for documents and the Constitution of the teachers of comprehensive schools Russian Federation. on the topic “Inclusive Education The empirical basis of the research is – A Way to Daily Practice” the data obtained from: (2010) and about 400 hours of 1. analysis of the international and lessons on the topic of tolerance domestic normative legal acts for pupils of primary schools of concerning human rights, education comprehensive schools of Nizhny of disabled children and materials Novgorod, Kokshetau, Moscow and of the state statistics; Tyumen (2006-2016). For statistical 2. the author’s research “Enriched” processing of the poll materials the public opinion about inclusive SPSS package, version 13 was used.

76 Pertanika J. Soc. Sci. & Hum. 25 (S): 73 - 88 (2017) Problems of Inclusive Education of Disabled Children

Modern schoolchildren with a delay and organic problems, and the course of in mental development (DMD) make the mental development of such children can be most numerous group among all categories considerably changed (Knudsen, Heckman, of children with deviating development. Cameron, & Shonkoff, 2006). Therefore, In this regard, there is a necessity to the following scientific developments are pay more attention to the education and relevant: creation of an optimum educational training of children with a delay in mental environment, development of specific development. According to the Ministry models, methods of training and education, of Education of the Russian Federation, and techniques and tools of educational children with a delay in mental development process for this category of children. (DMD) make about 50% of unsuccessful school students. Speaking about DMD, RESULTS we do not mean a resistant, irreversible We understand that for different categories mental underdevelopment, but a delay in of disabled children i.e. depending on type development rate that is often detected and severity of disturbance it is possible to upon enrolment of the child in school and receive opposite opinions of this problem. is expressed in insufficiency of general In addition, there are specific features of stock of knowledge, low intellectual focus, certain diseases that might allow different prevalence of game interests and fast individual responses; for instance, it may be satiation with intellectual activity. According possible to train one child at ordinary school, to numerous research studies, in the case of but not another. However, the statistics being DMD a diffuse lesion of brain structures high, it is possible to detect disabled children provides a favourable forecast in general. who, according to a considerable number The tendencies of the last decades are that of teachers and parents, can be allowed to children with DMD successfully integrate get education at ordinary comprehensive in conditions of ordinary (comprehensive) schools. Particularly, they can be classified schools. In the 1990s of the last century under the following categories: problems in in Russia, the CRO system (correctional movement (63%), visually impaired (53%), classes) was organised. As a rule skilled hearing-impaired (42%), children moving teachers without special training worked in only by means of a wheelchair (26%), these classes as it was considered that such children with a children’s cerebral palsy teachers could not work with children with (18%), children with nervous diseases who an ‘organic lesion’, but they could work periodically have attacks (epilepsy) (13%), with neglected children who were alleged blind children (4%) and deaf (2%). to have only functional problems. Modern The results showed that in referring scientific knowledge allows confident to disabled children, most of the parents assertions that early social neglect causes and teachers who were interviewed had in not only functional, but also functional mind children with health problems of low

Pertanika J. Soc. Sci. & Hum. 25 (S): 73 - 88 (2017) 77 Zinaida V. Polivara, Marziya P. Asylbekova, Olga N. Budeeva, Galina A. Zabirova, Leonid I. Kim and Maira S. Dzhilkishieva and moderate severity and children who could be seen in the opinions of people of do not demand much special attention and different ages and education levels. For additional conditions at co-education. If example, among persons with general we consider the whole group of disabled secondary education (these were mainly children, nearly two thirds of respondents the grandmothers of pupils) the idea of allowed for the possibility of co-education, inclusive education of disabled children while one third rejected it. However, if we was supported by only 53%, whereas among consider the group of children with heavy parents with secondary vocational and health problems such as blindness, deafness higher education the idea was supported and being confined to a wheelchair, we by 67%. Among parents of the most senior see that only a third of the respondents age group (over 50 years old), only 40% supported the idea of co-education. Finally, believed that disabled children could be if we consider blind and deaf children trained at ordinary school, and the highest separately as children whose education percentage of persons welcoming the and training in ordinary schools demand opportunity to educate disabled children maximum effort, the number of supporters together with their healthy peers was from of the idea was very small indeed (6%). the age group of parents from 35 to 50 The same question can be asked years old who were obviously more aware directly: “Can disabled children be educated of progressive ideas in the education of at ordinary comprehensive schools in your disabled children. opinion?” The common opinion of parents Religious views of the respondents and teachers was as follows: 63.4% replied significantly affected their opinion – two positively; 19.6% replied negatively and thirds of believers thought that disabled 17.0% found it difficult to reply. These children could be trained at ordinary schools, data were close to those obtained in the whereas among non-believers, only 48% previous survey, in which the respondents believed this was possible. had meant children with health problems Consenting to the idea that of low and moderate severity. In further disabled children be trained at ordinary, research, therefore, it is necessary to take comprehensive schools does not mean that into account that answering questions these children will be educated at these without specifications of character and schools. Correctional schools and boarding severity of disability respondents, first of all, schools for disabled children certainly do refers to insignificant disabilities. have their advantages, which can be taken Distribution of opinions among men into account by teachers and parents of and women was almost identical; teachers healthy children. expressed their consent for co-education In a referendum on the best place for slightly more often than parents (66% and the education of disabled children, 34% of 62%, respectively). Significant differences voters, who were parents of school students

78 Pertanika J. Soc. Sci. & Hum. 25 (S): 73 - 88 (2017) Problems of Inclusive Education of Disabled Children of Tyumen, were of the same opinion then Table 1 as now, that they would choose correctional Countries that care for disabled people better than Russia schools and boarding schools for children with different types of disability. Forty-nine Country Number of mention percent would choose local comprehensive Germany 88 USA 72 schools. About 17% of teachers and parents Sweden 25 did not have an opinion regarding this. Great Britain 24 We consider this result as an indication France 21 of the state of mind of healthy children`s Norway 10 parents at the time of the poll i.e. they were Switzerland 9 showing solidarity with disabled children Finland 9 Austria 7 and a readiness to have them integrated Israel 7 into mainstream education. We did not see Canada 5 the result as a call for action to have the children integrated, nor did we see it as an advanced economy that not only in the will of citizens and an order from the words but truly in deed promote and carry public to the authorities (education system) out various worthy social programmes. to transfer disabled children to ordinary However, in any country as well as in Russia schools. It would be naïve and wrong to the system of education of disabled children interpret this result in such a way. However, is vulnerable to criticism, which stimulates the result does reflect the mood of the most the search for educational systems that part of our population i.e. that they are are optimum for each country and its for the progressive educational practices development. used in developed countries of the world The obtained data were an indicator to be replicated in Russia so that disabled that public opinion would rather support children are not isolated in “reservations of the existing system of special education of correctional schools and boarding schools”, disabled children in Russia for inclusive but are integrated into society by means of education rather than confront it (Nazarova, inclusive education with healthy peers. 1995; Romanov & Yarskaya-Smirnova, When interview subjects were asked to 2016; Shmatko, 2003). name three or four countries that practised The supporters of the current special state care for disabled people better than schools and boarding schools for disabled Russia, the list of countries named was not children are mostly those respondents who long. It was limited to several European were over 50 years old (38%), but even in Union member states and other Western this group, as we see, they were not the countries like the USA, Canada, Australia majority. It commensurated that the majority and New Zealand. (Table 1) of supporters of the existing system were There are social democratic states with poorly educated citizens (52%) who, firstly,

Pertanika J. Soc. Sci. & Hum. 25 (S): 73 - 88 (2017) 79 Zinaida V. Polivara, Marziya P. Asylbekova, Olga N. Budeeva, Galina A. Zabirova, Leonid I. Kim and Maira S. Dzhilkishieva were more conservative and less informed writing and reading, it was possible to draw on the issue of inclusive education, and a conclusion of the nature of these various secondly, less susceptible to the new idea difficulties and to distinguish a special group of co-education of healthy and disabled of pupils requiring special logopedic and children. neuropsychological correction. The reaction of public opinion to The following types of dysgraphia in the modernisation of education can be children with DMD were found: dysgraphia investigated in various ways and it is because of difficulties in language analysis accepted that the public would have a and synthesis, agrammatical dysgraphia, wide range of opinions. For the purpose acoustic dysgraphia, optical dysgraphia as of establishing possible cause and effect well as dysgraphia because of weakness relationships between the character of in differential inhibition. The most typical mistakes in writing and the nature of mistakes were omissions of letters, neuropsychological disorders, we studied syllables and words, anagrammatism of the mechanism of dysgraphia in younger sentences, mixtures on the basis of acoustic- school students with DMD. articulation similarity, perseveration and To research the condition of a written mixture on the basis of kinetic similarity. It language we used the method of written is established that the functional disorders language research accepted in domestic of the highest cortical functions for this logopedics and neuropsychology (Vygotsky, group of children with dysgraphia that 1983). For diagnostics of functional were most often found were disorders deviations the technique of adaptive of the visual and spatial organisation of neuropsychological research developed movement, disorder of spatial perception, for children of preschool and younger disorder of reciprocal coordination, disorder school age was applied. The technique of acoustical perception, disorder of the represents the reduced version of the scheme kinetic basis of movements and inertness of neuropsychological research and is of movement. It was determined that described in seven experiments in which 47 between specific mistakes in writing and parameters have been used. functional disorders of the highest cortical In the course of work 27 types of functions, there were both negative and disorders of the highest cortical functions positive bonds. This demonstrated the as well as 12 types of mistakes in writing influence of the state of the highest cortical were revealed. From analysing the character functions on written language, namely, and expressiveness of difficulties that the leading influence of such functional are experienced by children with DMD disorders of the highest cortical functions, at school, the efficiency of the additional as visual and spatial organisation of classes given by teachers, the results of movements, spatial perception, reciprocal oral speech examination and the features of coordination, acoustical perception,

80 Pertanika J. Soc. Sci. & Hum. 25 (S): 73 - 88 (2017) Problems of Inclusive Education of Disabled Children the kinetic organisation of movements set of disorders like disorder of arbitrary and inertness of movement. Since the organisation of movement, thinking disorder different types of functional disorders of and spatial perception disorder but without the highest cortical functions indicate a disorders of visual and spatial organisation functional state of certain local primary of movement. Mixtures in writing on the and associative representations in a big basis of kinetic similarity can be caused by brain hemispheres cortex, it was possible a set of deviations like disorder of spatial to assume that accordingly, our research organisation of movements and spatial showed a close bond between the state of representation. Omissions in writing can be the written language and the highest cortical caused by reciprocal coordination disorder. functions. The mentioned disorders of Agrammatism of sentences in writing can be written language demonstrated the existence caused by a set of deviations: disautomation of local disorders of the functional state of and slowness of memorisation but without the sites of a big brain hemisphere cortex. inertness of movement. For such mistakes The greatest number of specific mistakes in as contamination, the cause and effect writing indicated a possibility that functional relations with disorders of the highest disorders in parietal and frontal areas of the cortical functions have not been established. cerebral cortex can be the leading reason for Merger of words can be caused by a set different types of dysgraphia. of disorders like disautomation, spatial The results of the research showed that perception disorder and inhibition of visual the most typical dependence was between memory traces. Division of parts of the disorders in writing and disorders of the word in writing can be caused by spatial analyser and executive mechanisms of representation disorder. Non-compliance written language. Perseveration in writing with a line in the vertical and horizontal plane can be caused by a set of disorders: inertness can be caused by slowness of memorisation. of movement, acoustic perception disorder, The fact of influence of local functional thinking disorder, spatial perception insufficiency of a cerebral cortex on disorder without disorders of a body scheme emergence of specific mistakes in writing was and arbitrary organisation of movement. established. The leading reason for specific Anticipation in writing can be caused by a mistakes is local functional insufficiency set of disorders, namely, disorder of visual in parietal and frontal areas of the cerebral and spatial organisation of movement cortex. The affection of temporal and medial and acoustic perception disorder without areas of the cerebral cortex as well as thinking disorder. Such mistakes in writing affection of the parietal and occipital areas as inserts arise without disorder of visual of the left-brain hemisphere and affection and spatial organisation of movements. of parietal, temporal, occipital and parietal Mixtures in writing on the basis of acoustic- areas of the right brain hemisphere are less articulation similarity can be caused by a significant. It is established that mixtures on

Pertanika J. Soc. Sci. & Hum. 25 (S): 73 - 88 (2017) 81 Zinaida V. Polivara, Marziya P. Asylbekova, Olga N. Budeeva, Galina A. Zabirova, Leonid I. Kim and Maira S. Dzhilkishieva the kinetic similarity and division of parts medial areas of the cerebral cortex. of the word can be specific mistakes in case Thus, the data obtained during the pilot of functional insufficiency of parietal areas study confirmed the necessity of creation of the cerebral cortex i.e. the emergence of special neuropsychological diagnostic of this type of mistake in writing can be a and correctional programmes aimed at the symptom of disorder in the functioning of development of necessary prerequisites for the parietal area of the cerebral cortex. It the formation of ability in pupils with DMD is revealed that functional insufficiency of to perform school operations. the frontal areas of the cerebral cortex can In conditions where the problem has not be followed by such mistakes in writing as been explained to most of the population, perseveration, agrammatism of sentences, discussed in mass media or become a merger of words and mixture on the basis of subject of talk at work and at leisure- acoustic-articulation similarity; however, it time, it is expedient to set an extremely cannot cause mistakes such as anticipation. concrete situation connected with this or Any specific mistakes for this localisation of that problem and to measure the reaction of disorder were not revealed. It is established the respondents. that at diffusion lesion of the frontal, temporal, occipital and parietal areas of the DISCUSSION cerebral cortex of the right brain hemisphere Despite the interest of teachers, psychologists the typical mistakes are non-compliance and sociologists like Malofeyev, Skok, with the vertical and horizontal plane of a EYarskaya-Smirnova, Dobrovolskaya, line as well as agrammatism of sentences. Shabalin, Gudonis and Shmatko in the It is revealed that diffusion lesion of the problems of social integration of persons parietal and occipital areas of the cerebral with various developmental disorders, cortex of the left-brain hemisphere are this problem remains insufficiently followed by such mistakes as merger of developed in the theoretical and practical words in writing. It is established that aspects, as proved by the small number of functional insufficiency of the temporal fundamental works, discrepancy of views areas of a cerebral cortex can be followed on the quality standard of the integration by such mistakes in writing as perseveration process and the fragmentation of its practical and anticipation. It is revealed that functional implementation in modern Russia (Gudonis, insufficiency of medial areas of the cerebral 2001; Knudsen et al., 2006; Malofeyev, cortex and interhemispheric commissures 2000; Skok, 2005; Taylor, Minich, Klein, can be followed by such specific mistakes & Hack, 2004). in writing as omission of letters, syllables The term “school neuropsychology” and words in writing i.e. the emergence of was introduced in 1981 by the famous this type of mistakes in writing can be a American scientist, George Hind (Hynd symptom of disorders in the functioning of & Reynolds, 2006, pp. 919-926; Kibby et

82 Pertanika J. Soc. Sci. & Hum. 25 (S): 73 - 88 (2017) Problems of Inclusive Education of Disabled Children al., 2004), a specialist in problems of conducted in the last 15 years have shown development and training. However, we that difficulties in reading can be connected should not forget that Russian scientists, with inherited chromosomal changes. The Vygotsky, Luriya, Akhutina, Tsvetkova and link between the phonologic processes Semenovich, among others, also deserve and analytical reading and chromosome 6 world recognition for their contribution as well as between recognition of words to the development of psychological (mainly holistic) and chromosome 15 have and neuropsychological diagnostics and been determined. There are data on the correction of HMF (high mental functions) link between difficulties in reading and disorders (Vygotsky, 1983). The simplified chromosome 18 (Pennington, 2006). The interpretation of the basis of difficulties existence of genetic or structural changes in learning was defined as a syndrome does not mean inevitable emergence of of “minimum brain dysfunction” (MBD) deviations in mental development. Influence and gained popularity in scientific use. of the environment and opportunities of self- Representatives of both foreign and domestic organisation of functional systems explain neuropsychological schools have developed numerous facts that influence the same new, more specific methodological grounds pathogenic factor, leading to unequal effects for understanding the mechanisms of inr different children. Taylor (Taylor et al., deviations in development. Attention deficit/ 2004) showed that low birth-weight babies hyperactivity disorder (ADHD) has been (750-1500 g) most often had problems of distinguished out of the diffusion picture formation of spatial representations and of MBD, which shows the features of brain functions of programming and control as organisation of affected children, leading residual-organic consequence at pre-school to certain directions of psychological age. However, the longitudinal analysis and pedagogical help being developed. of tests with Koos’ bricks (“Designing” The numerous works devoted to studying of Wexler’s technique), sensitive to these the different mechanisms of difficulties functions, showed that the same children in learning have revealed a relationship in their teens demonstrated a range of between the expressed difficulties in opportunities from low to highly standard. mastering reading and the disorder of It is possible to note that the link between neuron migration during fetus development brain organisation and functional expression (Galaburda, Sherman, Rosen, Aboitz, has no rigidly determined character. It & Geschwind, 1985), which can lead to is in compliance with the modern ideas atypical development of the brain’s speech of understanding of neuropsychological areas (Hynd & Reynolds, 2006), and later grounds of development of a child’s to diminution of aural and speech memory mentality, recognition of a complex and and speech problems (Kibby et al., 2004; close interaction of environmental and Polivara, 2014). The psychogenetic research hereditary factors, construction self-

Pertanika J. Soc. Sci. & Hum. 25 (S): 73 - 88 (2017) 83 Zinaida V. Polivara, Marziya P. Asylbekova, Olga N. Budeeva, Galina A. Zabirova, Leonid I. Kim and Maira S. Dzhilkishieva organisation of structurally functional The main conditions and ways of systems and importance of early stages of social integration of disabled people were child development. described in the works of Dobrovolskaya The effectiveness of the system of and Shabalina (1991). Skok significantly vocational education in Europe and America expanded the conceptual idea of possibilities was investigated by such scientists and available to disabled people (Skok, 2005). practitioners as Thomas, Walker and Yarskaya-Smirnova led research into Webb (1998). Florian and Pullin (2000) the concept of “atypicality” in Russian described the practice of the realisation sociology and paid attention to the concept of inclusive education of children with “inclusive education” (Romanov & physical deviations in Great Britain and Yarskaya-Smirnova, 2016; Yarskaya- the USA; Wright (Wright, 1999) developed Smirnova, 1997). the system of principles of the realisation The analysis of content, forms, types, of ideas of inclusive education and also conditions and problems of integration of described methods of development of disabled children into society was carried inclusive education of disabled children out on the basis of research by Zaytsev, who worldwide. formulated the main approaches to the social In this study we relied on the works of integration of disabled children (Zaytsev, Durkheim (1995) and Zimmel (1996), on 2003); Lubovsky, who created the system their concepts of social norms and deviation; of integration of hearing-impaired and deaf- the fundamental ideas of Parsons (1998) blind children; Malofeyev, who worked relating to the organisation of processes of on problems of education of children with integration into social systems; the ideas different types of deviation (Malofeyev, of Sorokin (2016) on social integration of 2000); and Shmatko, who developed the society and social mobility; the concepts system of integration of pre-schoolchildren of Mead and Cooley (2016) regarding with disorders of development (Shmatko, social role, the essence of the processes of 2003). In the last quarter of the century perception by an individual of other people; foreign scientists discovered many truths the theoretical and methodological research about the huge importance of early of social pedagogics and the social work of experience for the formation of structurally domestic sociologists and teachers: the work functional systems of the brain and their of Belicheva (2005), who developed the efficiency (Knudsen et al., 2006). system of social psychological assistance to In local pedagogics, there was a risk families; and the ideas of Mudrik (1999), mistaken explanation of the nature of “school who made significant contributions to the difficulties” as being the inability to listen development of the basic concepts of social to the teacher’s explanation, carelessness pedagogics and determined pedagogical in writing and a negligent attitude to work aspects in social work (Mudrik, 1999). etc. However, it later came to be seen

84 Pertanika J. Soc. Sci. & Hum. 25 (S): 73 - 88 (2017) Problems of Inclusive Education of Disabled Children that these difficulties had their cause in a wheelchair) must have the right to choose concrete, serious reasons. According to their place of education. This right has to the research, these difficulties can result be affirmed in the system of the federal from local functional insufficiency of some legislation and be regulated at the practical areas of the brain that cause disorders of level. Education of these children in ordinary the highest cortical functions involved in schools will significantly facilitate their writing, reading and counting (Hynd & further social integration and also increase Reynolds, 2006; Polivara, 2014). Successful their level of motivation and comfort when approaches to the implementation of receiving post-secondary education as well inclusive education of disabled children as positively affect healthy pupils by raising with heavy physical disorders (HPD) abroad their tolerance to ‘otherness’ (Zaytsev, include the drafting of legal documents 2003). regulating the daily practice of education of We can note that in Russia today children with HPD; the active involvement legislation concerning the social integration of parents of disabled children in creation of disabled children has not been sufficiently of inclusive space for their child; the use of developed. Therefore, the state institutions the experience of correctional schools and are not ready for the widespread realisation the creation of centres of inclusive education of the practice of inclusion. However, we support on the basis of correctional schools; can see that inclusive education is beginning and the practice of ‘cluster’ work with the to be considered in some Russian schools inclusive class with the ordinary teacher and by concerned enthusiasts. This testifies to the special teacher. the readiness of society to some extent to accepting this practice. CONCLUSION The comparative analysis of the Russian REFERENCES and international standards of law showed Belicheva, S. (2005). Socio-pedagogical inspection and the insufficient level of Russian legislation support of risk families. Journal of Psychosocial and Correctional and Rehabilitation Work, 2, concerning the social integration of disabled 21–32. children: it is mainly focused on social protection rather than on positive social Chueva, T. I., Niyazova, G. M., Metsler, A. V., Shkurkin, D. V., Aznabaeva, G. H., & Kim, L. integration of children with HPD and I. (2016). Approaches to the development of DMD. In Russia, parents of children with endowment funds in Russia as an instrument HPD may gain approval for education at of mixed financing of the social sphere. comprehensive schools only through the International Review of Management and court. Marketing, 6(1), 261–266. In our view, as stated in this work, Cooley, C. (2016). Human nature and social order. physically challenged children (blind, Retrieved from http://http//www.i-u.ru/biblio/ hearing-impaired and moving by means of archive/kulichelov/

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Pertanika J. Soc. Sci. & Hum. 25 (S): 89 - 104 (2017)

SOCIAL SCIENCES & HUMANITIES

Journal homepage: http://www.pertanika.upm.edu.my/

The Modern Problems of Communication and Social Interaction of Deviant Teenagers Using Social Networks

Irina V. Mkrtumova1*, Aykumis I. Omarbekova2, Dmitry S. Silnov3, Elena A. Sulimova4 and Asem Kurmashkyzy5 1Department of Social Protection of the population of the Government of Moscow, 107078, Moscow, Central Federal District, Russia 2L.N. Gumilyov Eurasian National University, 010000, Astana, Republic of Kazakhstan 3Department of Computer Systems and Technologies, National Research Nuclear University MEPhI (Moscow Engineering Physics Institute), 115409, Moscow, Central Federal District, Russia 4Department of Management Theory and Business Technology, Plekhanov Russian Academy of Economics, 117997, Moscow, Central Federal District, Russia 5Department of Practical Kazakh Language, L.N. Gumilyov Eurasian National University, 010000, Astana, Republic of Kazakhstan

ABSTRACT Social networks have promptly become an integral part of the modern social reality of Russia. They are growing in geometrical progression. This growth has positive consequences, which are expressed in the solution of many actual problems of the modern world. However, it has also led to several negative tendencies. Another consequence of the ‘networkisation’ of society is the emergence of new types of social structure and public relations. The reverse side of ‘networkisation’ is the new types and ways of social interaction between individuals and social groups characterised, among others, by socially dangerous manifestations. The younger generation easily takes for granted a versatile global network with its ambiguous consequences for their system of norms, values and guidelines for behaviour. Unlike the subcultural associations of the 1980-1990s in the 20th century, modern organisations have no authoritative charismatic leaders, rigid internal discipline or hierarchy. Recently, the mass actions of a destructive nature of teenagers of middle- and high-school age, whose activity was coordinated by means ARTICLE INFO of the Internet and other modern channels Article history: Received: 20 November 2016 of communication have become a common Accepted: 5 May 2017 event. At the same time, the scientific and E-mail addresses: [email protected] (Irina V. Mkrtumova), expert community has no reliable data about А[email protected] (Aykumis I. Omarbekova), the mechanisms of such interaction, its [email protected] (Dmitry S. Silnov), [email protected] (Elena A. Sulimova), tendencies and regularities. This research [email protected] (Asem Kurmashkyzy) * Corresponding author hopes to fill this gap.

ISSN: 0128-7702 © Universiti Putra Malaysia Press Irina V. Mkrtumova, Aykumis I. Omarbekova, Dmitry S. Silnov, Elena A. Sulimova and Asem Kurmashkyzy

Keywords: Communication, deviation, social behaviour as behaviour that “contradicts interaction, social networks, teenagers institutionalized expectations” (Mkrtumova, 2005, p. 236). Walsh stated that “social INTRODUCTION deviation is an imputable status to a large Some research into social networks among degree,” and is a subjective designation, not various social groups is today available on an objective fact. In his opinion, deviation the subject of ecological movements and was not an internal quality, inherent in societies, networks of social support of a certain action, but the result of social vulnerable groups of population, virtual assessment by society and the application network communities and other categories. of penal sanctions. Undoubtedly, the similar However, the problem of social networks characteristics of deviant behaviour do not among teenagers with deviant behaviour, define the nature of this phenomenon fully their character and strength of ties and the (Mkrtumova, 2005, 2009). complexity of their network has not been The interdisciplinary definition of investigated in full. In addition, there are no deviation by Avanesov meant that deviant scientifically-based criteria and indicators behaviour encompassed acts and actions for the analysis of social networks among that did not meet the standards and types deviant teenagers. Owing to this fact the set by society i.e. it is possible to speak relevance and timeliness of this sociological about violation of any social norms. research and its search for new approaches Manifestations of deviant behaviour can are obvious. also be seen in individual behaviour as a Teenage delinquency can raise adult result of personality. In this case it represents crime in the future and lead to other negative the actions of people who are not supported consequences. This makes this research by accepted social norms. At the same time, into the social networks of teenagers with in each society there are subcultures of deviant behaviour very important. We different types whose rules of conduct and believe that the nature of social network social norms are condemned by dominating interaction among teenagers with deviant public morals. Such social deviation can be behaviour is determined by the functional determined as group deviation. purpose of the network, the type of social Deviation in the communicative sphere network and the available resources for this of the network community is difficult interaction. to reflect scientifically and described The sociology of deviant behaviour was empirically as it is connected to a large variety determined as a separate research direction of behavioural expectations. Deviation can by Merton and Cohen. Merton investigated be one determinant of social isolation, how social structures motivate some imprisonment, compulsory education etc. members of society to behave in a way that Smelser determined three main components violates social norms. Cohen defined deviant of deviation:

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1. A peculiar model of behaviour; including the school environment and close 2. A norm or expectation that is a relatives that are formed on the basis of criterion for evaluation of behaviour the resources of social capital, the goals of as deviant; interactions of these actors and the nature of the network interaction between these 3. A response to this behaviour by positions. another group or organisation. Modern sociology defines deviant METHODS behaviour as behaviour by an individual or Today the problem of the social networks social community that does not correspond among teenagers with deviant behaviour, to accepted societal norms, values, samples their character and strength of ties and they of behaviour, dominating morals and has not been investigated in full. In addition, social expectations. Deviant behaviour there are no scientifically-based criteria and can be estimated on the basis of cultural indicators for the analysis of social networks determinants currently prevailing in society. of deviant teenagers. Owing to this fact, the This estimation means that a number of relevance and timeliness of this sociological social acts of deviation can be condemned, research and our search for new approaches whereas others may be approved. The is obvious. growing number of examples of deviant The main research question was: behaviour nowadays has led to numerous What are the features of social networks branches of modern social knowledge among teenagers with deviant behaviour? dedicated to studying the problem. The object of the research was the social We consider a teenager showing deviant networks among teenagers with deviant behaviour as a minor whose activity does not behaviour. The subject of the research was correspond with the standards of behaviour the social interaction of deviant teenagers accepted by modern society as well as in informal organisations of a network expectations of adults and peers. The deviant structure. The objective of the research was teenager in terms of the social networks to study the features of social interaction of theory is the minor who does not interact deviant teenagers in a network of informal with other members of the group, behaving organisations. differently from them. Sociometry considers The theoretical and methodological the deviant teenager as an individual who basis of the research was based on does not have positive elections but does understanding society as a self-organised not exclude interaction with him. holistic system whose study must take into We consider the social network of account the interaction of all its elements. the deviant teenager as a special type of The procedural approach and the theory communication between the social position of the field of relationship developed of teenagers, the nearest social environment, by Shtompka was used to develop the

Pertanika J. Soc. Sci. & Hum. 25 (S): 89 - 104 (2017) 91 Irina V. Mkrtumova, Aykumis I. Omarbekova, Dmitry S. Silnov, Elena A. Sulimova and Asem Kurmashkyzy criteria and indicators of the analysis of interaction of teenagers inclined to the networks of social interaction among deviant behaviour; deviant teenagers. The networks of social 3. a questionnaire for Internet social interaction were analysed using the field network users. In order to confirm theory of Bourdieu, the network theory the theoretical concepts and check and the technique of networks quantitative the hypotheses of this research a evaluation of Gradoselskaya. Social questionnaire was distributed. The interaction was characterised on the basis sampling population of the research of Weber and Zimmel’s works. was presented by 400 teenagers In the analysis and consideration of aged from 13 to 17. The main the social networks of teenagers with criteria were gender, age, number deviant behaviour a big role was played by of cases of brushes with the police Durkheim’s anomie theory as well as the and intensity of use of the Internet; concepts and theories of Feldstein, Smelser 4. a semi-structured interview and Andreyeva, and Homans’ concept of with deviant teenagers. In total social structure in addition to systemic, 143 teenagers who were active structure-functional and interactional participants of the teenage informal approaches. organisations took part in this The results of the empirical research investigation phase. The main that was carried out at the level of regional method of selection was the next communication confirmed and specified available method. the author’s theoretical assumptions and conclusions. At the same time the importance The social relations of teenagers in of the basic provisions and conclusions are Internet social networks are characterised not limited to only one region of the Russian by existence of instruments of search of Federation. adherents, simple and effective mechanisms of establishment of social contacts and Methods and Information Base of the exchange of information. The common Research network resource of social interaction of The methods and information base of this teenagers inclined to deviant behaviour research included: on social networks is formed by exchange 1. normative legal documents, of information, which is expedient for secondary analysis of sociological considering as a type of resource. Such and statistical data on the problem main resources contain the exchange of of the research; photo and video materials, text messages 2. visual and statistical observation of and voice files. external and internal manifestations In modern sociological science, the of the process of social network system approach has become one of the

92 Pertanika J. Soc. Sci. & Hum. 25 (S): 89 - 104 (2017) The Modern Problems of Communication and Social Interaction most popular and workable theoretical- norms, speech culture, values regulating methodological grounds of almost any social behaviour and interests. In such research that includes various phenomena groups the uniting core is the way of life. and processes. We, therefore, analysed It is embodied in attire, behavior, manners, teenagers’ social networks using the systems speech and slang and specific hobbies. The theory. most notable features of teenage deviations In the systems approach any are: system is considered a complex of the 1. high affective charge of behavioural interconnected elements having input, response; output, communication with external 2. impulsive response to frustrating environment as well as feedback. The situations; systems approach represents a form of application of knowledge and dialectics 3. short duration of reactions with a theory to the research of processes within critical outcome; society. Its essence is defined in formation 4. low level of stimulation; of laws of the system theory in which each 5. undifferentiated orientation of object in the course of study has to be response; considered as a large and complex system and, at the same time, as an element of a 6. high level of readiness for deviant larger system. actions (Ziyadova, 2005). This methodological approach makes The network interaction is possible research into teenagers’ re-socialisation under the following conditions: joint activity process to be focused on disclosure of of participants of the network, common integrity of the object of this process and the information space and mechanisms creating mechanisms providing it, on identification conditions for this type of interaction. One of diverse types of communications of the more feature of the network interaction complex object and bringing them into a is that each member of the network has a whole theoretical picture. resource of some quantity and type, and the The system approach to the study of formation of the common network resource the social networks of deviant teenagers takes place. represents a complete system of social In the network space of a deviant interaction based on the unity of values, teenager we designated the following social norms and guidelines for developing processes: teenagers’ identity. 1. Germination and development of network forms of teenagers’ RESULTS interaction Deviant teenagers create a special subculture 2. Functioning of social networks for themselves, with their own customs,

Pertanika J. Soc. Sci. & Hum. 25 (S): 89 - 104 (2017) 93 Irina V. Mkrtumova, Aykumis I. Omarbekova, Dmitry S. Silnov, Elena A. Sulimova and Asem Kurmashkyzy

3. Management of interaction in social following the conceptual scheme of the networks research. Therefore, individuals appeared In the network interaction we considered to be the most suitable unit of observation the informational-communicative and became the main unit of calculation environment of the teenager, the creation of when processing materials and results of the a certain infrastructure and the organisation research. All empirical data were considered of forms of joint activity of teenagers among as a part of the integral information of any themselves and with adults. characteristics or judgements of individuals. We designated the following criteria for In the most generalised view such empirical the analysis of the social network interaction data represented unsolved tendencies of of deviant teenagers: network interaction of teenagers with deviant behaviour. 1. Structural criterion reflecting the The disproportionate zoned selection compliance or discrepancy of appeared to be the most suitable to needs for certain resources and our research. It did not demand a large communications volume; also the complete data on essential 2. Quantitative criterion revealing characteristics of the entire assembly were a ratio of the number of actors of not necessary; only several were required. communication to the number of At its various stages the research acts of interaction carried out by involved 4-8 professional sociologists, the teenager. specialists of the Commission on Affairs of 3. Qualitative criterion allowing Minors, school teachers and several groups determination of the actual level of student-sociologists. In general, there and character of the social relations were three stages of work: of teenagers in small informal In the first stage (October, 2007-August, groups from the point of view 2008), the general conceptual scheme of the of school teachers and experts research and its programme, including the involved in preventive work with techniques of collecting primary information deviant teenagers. and the principles of selection were developed. The main activities of this stage We chose to observe the teenager, of the work were the study of the literature the parent of the teenager and also the regarding the problem and acquaintance school teacher as units of observation. It is with the techniques of collecting primary possible to select as a unit of observation information. The resulting documents of the the school as a whole or a certain segment first stage of work were the general concept of offenses etc. However, it was necessary of studying the problem, the options of to consider all data regarding the units, methods for collecting primary information which created particular difficulties in and the preliminary instructions on the

94 Pertanika J. Soc. Sci. & Hum. 25 (S): 89 - 104 (2017) The Modern Problems of Communication and Social Interaction principles of selection. The second stage school administrations. It was necessary (August, 2008-December, 2008) involved to notice that the material status of the carrying out empirical research (poll of family of the teenagers inclined to deviant teenagers, parents, teachers representing behaviour acted as a selection criterion. All two cities and one rural area of Moscow) the teenagers who took part in this research and whole-scale collection of primary were brought up in rather safe families with information. Finally, in the third stage income of average level or above average (November, 2008-January, 2016) analysis level. of the data was done and the research results The structure of the polled respondents were prepared for publication. was arranged so that in percentage the We followed the following order of structure of distribution of elements of presentation in analysing the primary the sampling population by the specified material that was collected: three signs was identical to the structure • the sociological characteristic of of distribution of elements of the general the forms of social network of the assembly by the same signs. Collecting communications and relationships primary information through a survey of of the deviant teenager; the respondents. Online social networks are considered • the definition of the social status of structures consisting of a series of ‘knots’, the deviant teenager in the network which are social objects (including people) structure of social interaction; and the communication between them. • the characteristics of the network Communication is understood not only structures of the teenagers’ informal as communicative interactions between organisations and their influence on the knots, but also as communication the teenagers’ socialisation. on exchange of various resources and During the period of June-December, interactions concerning joint activity (Kim 2009, a sociological research study for the et al., 2015). The distinctive feature of purpose of identification of the influence of online social networks is the interaction the online social networks on teenagers aged between the network knots at considerable from 13 to 17 was conducted in Balashikha, distance by means of special software and Stavropol and the Mineralnye Vody district. equipment by means of the global Internet. Four hundred respondents took part in the From the analysis of the quantitative survey. The gender, age, use of the Internet, indices of leisure of the teenagers inclined social structure of families and education to deviant behaviour, it was possible to draw level of respondents were used as the the conclusion that they spent much leisure criteria. A separate criterion was the cases time in the way they imagined it should of the teenagers’ brushes with the police, be spent. So, we can say that on average, the Commission on Juvenile Affairs and one day a week (seven days) was spent on

Pertanika J. Soc. Sci. & Hum. 25 (S): 89 - 104 (2017) 95 Irina V. Mkrtumova, Aykumis I. Omarbekova, Dmitry S. Silnov, Elena A. Sulimova and Asem Kurmashkyzy entertainment and rest. they preferred a sedentary way of spending For the purpose of definition of the user their free time. A tenth of the respondents audience of social networks the question preferred to visit sport shows or discos or “Are you a registered user of any social go dancing in their time free rather than network?” was asked. The main segment spend it on academic activities. Online of the polled youth (74.8%) is registered on social networks and Internet surfing as one of the social networks. A quarter of the the main form of leisure was selected by respondents were not users of any social 13.3% of teenagers, a rather large amount, network on the Internet. Among them the considering the level of penetration of majority of young people not registered telecommunication networks and cost of were aged 16-17 years (55.2%). The main access to the corresponding services (the segment of the teenagers registered in social third after face-to-face communication and networks were younger teens (13 to 15) and watching TV and video and listening to the teens of middle group (18-19), who were radio). mostly students. Table 2 shows that Odnoklassiniki and The data characterising the budget of VKontakte were the most popular Internet free time of modern teenagers are presented social networks among the teenagers in Table 1. inclined to deviant behavior in this sample. Table 1 shows that a quarter of the The difference of percentage values between modern teenagers preferred to spend their them did not exceed statistically admissible free time meeting friends or a girlfriend errors. The social network ‘Moi Mir’ of the boyfriend. A fifth of the teenagers listened Mail.ru Company was in third place in this to music and watched TV or video, that is, rating, while 2.1% of the Internet teenage

Table 1 What kind of activity do you prefer in your free time?1

Responses What kind of activity do you prefer in your Percentage of free time? observations N Percentage

Physical and sport activities 119 12.9% 29.8% Reading, drawing, music etc. 97 10.5% 24.3% Watching TV, videos, listening to music 181 19.5% 45.3% Social activities 8 0.9% 2.0% Dating 226 24.4% 56.5% Going to the theatre, cinemas, sport shows, discos, dancing 106 11.4% 26.5% No special activity, just relaxing 66 7.1% 16.5% Social networks, the Internet 123 13.3% 30.8%

1 The sum of responses can exceed 100% since respondents could choose more than one option

96 Pertanika J. Soc. Sci. & Hum. 25 (S): 89 - 104 (2017) The Modern Problems of Communication and Social Interaction users preferred ‘Mir Tesen’. Other social networks. A fifth of the respondents used networks and Internet services did not enjoy only a nickname specially for the Internet. wide popularity among the teenagers. These teenagers did not want their personal Another indicator that was analysed information to be available to strangers was the use of false information on social on the Internet. Approximately the same networks for various purposes. To estimate number of respondents combined their real the degree of secrecy or anonymity of names with nicknames, indicating that they modern teenagers on social networks, the preferred to limit personal information respondents were asked how they named that would become available on the global themselves on social networks. The obtained network. The data showed that a fifth of the data are presented in Table 3. teenagers inclined to deviant behaviour or More than half of the respondents its separate manifestations in this sample (57.4%) used their real names and surnames. preferred to keep their personal information This fact can testify that these respondents out of the Internet. had no need to hide themselves on social On average, the teenagers spent 13

Table 2 Which social networks and internet services do you use?

Which social networks and Internet Responses Percent of services do you use? N Percentage observations Odnoklassiniki 215 40.7% 69.8% VKontakte 211 40.0% 68.5% Moi Mir 73 13.8% 23.7% Dairy 6 1.1% 1.9% LovePlanet 4 0.8% 1.3% Mir Tesen 11 2.1% 3.6% Moi Krug 3 0.6% 1.0% Rutube 5 0.9% 1.6%

Table 3 The degree of secrecy or anonymity of modern teenagers on social networks

How do you name yourself in Valid Cumulative Frequency Percent social networks? percentage percentage Real name and surname 175 43.8 57.4 57.4 Nickname 67 16.8 22.0 79.3 Combination of real name and 59 14.8 19.3 98.7 nickname Total of responses 305 76.3 100.0 System missed 95 23.8 Total of respondents 400 100.0

Pertanika J. Soc. Sci. & Hum. 25 (S): 89 - 104 (2017) 97 Irina V. Mkrtumova, Aykumis I. Omarbekova, Dmitry S. Silnov, Elena A. Sulimova and Asem Kurmashkyzy hours a week on Internet social networks. actions which they were going to fulfil in The smallest value on this quantitative real life. This statement can be fully true indicator was 1 hour, while the greatest was for both socially approved and disapproved 60 hours. actions. Considering that only 2.0% of the Table 4 shows that teenagers used polled teenagers participated in legitimate social networks as a rather important social public life, it was possible to assume that resource for activities. Very few respondents most of the respondents characterised their believed that social networks served as a illegal actions and acts by this statement. substitute for communication in real life. At A considerable number of the the same time, however, many respondents respondents also considered that social considered that Internet social networks networks could help in fighting injustice. served for search of new adherents, and it Taking into account the fact that teenagers was easier to conceal an action disapproved referred to injustice by absolutely different by society. More than a half the participants norms, rules of conduct and models of of the research (54.3%) believed that social activity, we can assume that social networks networks made easy to coordinate the can be used by them for both positive and

Table 4 Respondents’ opinions about statements regarding goals and values of communication on social networks (%)

Rather Fully agree Rather Fully № Statement agree than disagree disagree disagree Social network friendship is a good substitute 1 5.0 5.,3 5.3 55.0 for real relationships. Digital message exchange is a full substitute for 2 4.0 3.8 13.5 55.,3 real human language. Online communication is better than a total 3 16.8 38.5 8.5 9.5 absence of it. 4 Nothing can replace real communication. 49.8 9.0 3.8 4.5 Online communication is a good addition to 5 18.0 38.3 5.3 4.0 actual communication. Making friends on social networks is easier 6 13.0 30.5 12.8 6.5 than in the real world. It is much easier to conceal a delinquency on a 7 64.2 19.6 5.6 2.1 social network than in real life. On social networks it is easy to coordinate the 8 54.3 18.7 10.4 5.1 actions that you are going to fulfil in real life. 9 It is easy to find adherents on social networks. 75.7 14.8 5.3 1.2 Social networks can help in fighting against 10 32.3 11.8 55.3 4.5 injustice.

98 Pertanika J. Soc. Sci. & Hum. 25 (S): 89 - 104 (2017) The Modern Problems of Communication and Social Interaction negative purposes. concept and lack of sufficient information in The rapid development of social the field of network analysis. Moreover, in networks was promoted by the emergence modern sociological and linguistic discourse of software that is free, distributed without there is no uniform understanding of the limit and allows anyone to create a personal term-building definition of “network”. Internet community. Simple and clear Research into social networks has been rules for joining existing communities developed in the works of the founders of and a significant increase in the number of this direction, among whom are Barnes, Internet users and distribution of broadband Bert, Wasserman, Garfinkel, Granovetter, networks both in official establishments and Dinello, Danlap, Knoke, Kuks, Marsden, in households have also led to the astounding Milgrem, Newman, Turner, Wizzy, Whyte, growth of social networks. Nowadays, the Wellman, Freeman, Emerson and other mechanism of social networks is also scientists. Works by Blau, Bourdieu, Weber, successfully used in business, policy, Zimmel, Garfinkel, Goffman, Turner, entertainment etc. Touraine and Homans should be mentioned Teenagers’ social activity on virtual as classics of sociological science that study networks is very high today as communities the problem of social interaction. on Internet social networks are formed A social network is a relatively new mainly on the basis of common interests, concept in modern local sociological hobbies, valuable orientations and standards science. In Western sociology the analysis of behaviour. of social networks was applied for the first time in the 1930s by Moreno. He researched DISCUSSION communications between people using In modern humanitarian discourse, the sociograms i.e. visual charts in which term “network” is, perhaps, one of the most individuals were represented by points and frequently used at present. Network theories the communication between was represented are popular in sociology, psychology, by lines (Mkrtumova, 2005; Moreno, 1934). marketing and other branches of social At the same time, according to J. Scott, the knowledge. The network organisations socio-network theory goes back to the works are studied by specialists in management; of the British anthropologist, Redkliff- online social networks are a daily shelter for Broun (as cited in Scott, 1991). Further, hundreds of millions of people from various the term “social network” was used by the social circles. sociologist, Barnson of the Manchester In scientific social research the term school in 1954. Barnson investigated “social network” has become even more communication and relationships between popular. However, a uniform accurate people by means of sociograms. definition of this term has not been developed. The concept of social networks was It is connected with empiricism of the new finally established in the last decades of

Pertanika J. Soc. Sci. & Hum. 25 (S): 89 - 104 (2017) 99 Irina V. Mkrtumova, Aykumis I. Omarbekova, Dmitry S. Silnov, Elena A. Sulimova and Asem Kurmashkyzy the 20th century. It was developed in the of actors’ interactions (Reznik & Smirnov, research of Freeman, Knoke, Marsden, 2002, p. 152). Wasserman, Wellman, Berkowitz and other Locally, many have contributed greatly to foreign scientists. Though a number of the study of social networks such as Batygin, sociological research studies containing Barsukova, Gladarev, Gradoselskaya, elements of network theory and network Gubanov, Kiselyova, Kozlova, Kuzmina, analysis have been conducted recently in our Novikov, Pechenkin, Chkhartishvili and country, we cannot find accurate definitions Yanitsky, who investigated the methodology of this term in local sociology. So, in the most of such research. The network characteristics general view, a social network represents a of problems of education were given community of individuals connected by attention by Gavrilin, Kazantsev, Koktysh, common interests, common activities or Patarakin, Sergeyev, Shalagina and others. other reasons for direct communication The network aspects of social interaction among themselves. were studied by Alekseenkov, Bondarenko, The free Internet encyclopedia Kuzmin, Runov, Nechayev, Sergeyev, Wikipedia defines a social network as an Tretiak, Sheresheva and others. Foreign aggregation of social objects i.e. people scientists Adams, Vilyamson, Granovetter, or groups that can be considered as a Osborn, Richardson and others significantly network, the knots of which are those contributed to research in this direction. objects and communication lines that make The network interaction can be referred up social relationships. Burt, speaking to as a means of sharing social capital about the social network, pointed out that according to the norms and values of a social network is defined as a plurality the interacting actors. It is important to of points and a complex relationships of notice that the network interaction can communication lines representing the yield a positive effect provided there is interrelation of those points (Burt, 1980). A social capital, even if it is limited, and it is social network can also be defined as a part voluntarily distributed. of a whole that contains full structures of It is obvious that network interaction can the role relations in the social system which be carried out at various levels. Considering can be considered simultaneously in the the subject of the present research we offer network of the whole community limited to a three-level model of network interaction: the general, often formal frame (Burt, 1980). 1. Macro-level – the interaction According to Putnam, social networks are between various social networks interpersonal communication lines that he consisting of a great number of referred to as a civil obligation (Putnam, actors who can be social groups, 2000). A social network can be presented institutions or social organisations. also in the form of relationship between the 2. Meso-level – the interaction network borders within the uniform space between a social network consisting

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of a great number of actors and a as well as certain individuals. Between personal network of one actor. At the the components of the system there is same time large social communities always asymmetrical communication, can also enter a personal network which can lead to unequal distribution of of the actor. scarce resources. This unequal distribution 3. Micro-level – the interaction can cause both cooperation and mutual between personal networks of no competition. Some groups unite in order more than two actors. to get scarce resources through joint activity whereas other groups compete Thus, having considered the for them, sometimes even to the point of components of the social network, we conflict. Thus, the network theory considers can draw the conclusion that a social dynamics as the structure of the system network is an association of three parts: a changes owing to change in the models of complex of positions defining the number cooperation and conflict. of actors of the network; a flow of resources The problem of deviant behaviour of making the social capital of the actors; minor teenagers has aroused significant and relationships between the positions of scientific interest in the social sciences. It the actors determined by the nature of the has been studied by Avanesov, Andreyeva, network interaction. Babayev, Belicheva, Voronova, Gromova, Colligating the analytical provisions Ziyadov, Kohn, Kleyberg, Kulakov, given above, we can offer our own definition Lapshin, Polonsky, Minkovsky, Revyakina, of a social network. A social network Sukhov, Sundiyeva, Sibiryakov, Tretyakova, represents a special type of communication Feldshtein, Filchenko and many others. In between the positions of individuals, objects Russia teenage and youth subcultures have or events that are selected depending on the been studied by Abramova, Abrosimova, purposes of the network creation, flow of Ananyev, Belanovsky, Bolshakova, its resources, and the nature of the network Volkov, Vershinin, Zubok, Zhimbayeva, interaction between the social positions of the Zmanovskaya, Krakovsky, Kovalenko, actors (Russian Sociological Encyclopedia, Kozlov, Kosaretskaya, Levicheva, Lisovsky, 1998). The study of social networks of Maysak, Olshansky, Omelchenko, Osorina, various social groups and communities is Perov, Popkova, Rutkevich, Rubina, Sobkin, the area of scientific interests of Barsukova, Salagayev, Sinyagina, Hanipov, Chuprov Brednikova, Valitov, Vinogradsky, Gapich, etc. Manifestation of deviant behaviour on Gerasimova, Dmitriyev, Zaichenko, the Internet has been studied by Bondarenko, Lushnikov, Pachenkov, Sazanov, Voyskunsky, Gapich, Lushnikov, Naumov, Tatarkovskaya, Chuykina, Churakov, Perov, Petrenko, Smyslova and others. Sрteinberg and Yanitsky. Cross types of social communication occur rather often between various clusters

Pertanika J. Soc. Sci. & Hum. 25 (S): 89 - 104 (2017) 101 Irina V. Mkrtumova, Aykumis I. Omarbekova, Dmitry S. Silnov, Elena A. Sulimova and Asem Kurmashkyzy

CONCLUSION actively using Internet resources are: The nature of social network interactions • illegal character of informal of teenagers inclined to deviant behaviour organisations developing in the on Internet social networks is defined course of such network interaction; by the existence of different kinds of • lack of any institutional control for resources involved in information activity of these organisations; exchange. We consider the social network of deviant teenager as a particular type • changeable nature of functioning of communication between the social and communication between the positions of teenagers and the nearest elements in the network; social environment, including the school • direct horizontal character of environment and close relatives, which is interaction; formed on the basis of the resources of social • interaction between members of the capital, the goals of interactions between network community on the basis of these actors and the nature of network collective agreements; interaction between their positions. • lack of obviously expressed stylistic According to their purpose and symbolics and belonging to certain roles the social network organisations subcultures; of teenagers can be classified into socio- negative, socio-positive and socio-neutral. • formation of temporary or constant Communities of sports fans, religious clusters on the basis of common communities, primarily of the pagan and interests in the network; Satanist orientation, and also some national • possibility of fast establishment of and patriotic communities are referred to as direct contacts between participants socio-negative informal teenage network of the network and elimination organisations. Informal associations of of these contacts owing to the ecologists and straight-edges belong to loss of their relevance or external socio-positive network communities. Socio- influences. neutral network communities may include Major factors that attract teenagers into role-players, supporters of various music joining informal teenage communities of styles and alternative culture. Researchers network structure are: have also noted the growth of various slangs characterising a certain subculture, and • absence of necessary and sufficient transforming the language identity of the conditions for socialisation of the youth in general. identity of teenagers in modern The main distinctive features of the society; network interaction and the relations of • need for self-identification of the teenagers with deviant behaviour who are identity of the minor teenager;

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• unavailability of the agents of issue of genesis of models of a social structure teenagers’ socialisation process in of deviation. Search. (Policy. Social Science. Art. teenage subcultures; Sociology. Culture), 2 (22), 32–37. Moreno, J. (1934). Who shall survive? New York: • lack of the institutionalised system Beacon House. in social networks of teenagers inclined to deviant behaviour; Putnam, R. (2000). Bowling alone. The collapse and revival of American community. New York: • absence of a rigid system of social Simon and Shuster. sanction and control typical of most Reznik, Y., & Smirnov, E. (2002). Vital strategy of the youth subculture communities in personality. Moscow: An Independent Institution informal teenage organisations of in of Civil Society. the social network structure; Russian Sociological Encyclopedia. (1998). Moscow: • possibilities and conditions to NORMA-INFRA- Publishing Group.

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Pertanika J. Soc. Sci. & Hum. 25 (S): 105 - 124 (2017)

SOCIAL SCIENCES & HUMANITIES

Journal homepage: http://www.pertanika.upm.edu.my/

Revamping the Higher Education System of Modern Kazakhstan for Integration into Global Education

Gulnara K. Abdrahman1*, Orynkyz K. Joldassova2, Svetlana S. Amandosova3, Alima T. Kenzhebayeva4 and Gaukhar E. Sanay5 1Department of Russian Philology, Taraz State Pedagogical Institute, 080000, Taraz, Republic of Kazakhstan 2Educational Work and Social Issues, Taraz State Pedagogical Institute, 080000, Taraz, Republic of Kazakhstan 3Department of Geography and Ecology, Taraz State Pedagogical Institute, 080000, Taraz, Republic of Kazakhstan 4Department of Pedagogy and Methodology of Elementary Education, Taraz State Pedagogical Institute, 080000, Taraz, Republic of Kazakhstan 5Department of Social Pedagogy and Self-Knowledge, Taraz State Pedagogical Institute, 080000, Taraz, Republic of Kazakhstan

ABSTRACT The priority task of revamping the higher education system of the Republic of Kazakhstan will enable its integration into global education. The content of education and the quality of training specialists’ must be revamped according to modern socio-economic and political conditions in order to develop the Republic that it might take its place among the highly advanced countries of the world. The higher education system of Kazakhstan has undergone substantial structural transformations over the past decade. The authors conclude that the higher education system is where the state and society interact in terms of the common interests of their institutions and citizens. It supposes the legal relations of entities’ compulsory participation in management, the possibility of their influencing the development of the higher education system as well as bearing the responsibility for creating conditions that are necessary for the higher education system to fulfil its functions. In this regard, there arises the necessity of reconsidering the role and the functions of the state in providing educational structure and including other social institutions in ARTICLE INFO Article history: solving the various problems of education Received: 20 November 2016 Accepted: 5 May 2017 and to reconsider the role of educational

E-mail addresses: institutions and learners in the process of [email protected] (Gulnara K. Abdarahman), educational organisation. [email protected] (Orynkyz K. Joldassova), [email protected] (Svetlana S. Amandosova), [email protected] (Alima T. Kenzhebayeva), Keywords: Global education, globalisation, higher [email protected] (Gaukhar E. Sanay) * Corresponding author education system, Kazakhstan, revamp

ISSN: 0128-7702 © Universiti Putra Malaysia Press Gulnara K. Abdrahman, Orynkyz K. Joldassova, Svetlana S. Amandosova, Alima T. Kenzhebayeva and Gaukhar E. Sanay

INTRODUCTION of Kazakhstan. The most important condition Globalisation and radical changes in the for the integral educational process is the world greatly influence not only the material interaction between state authorities and and technical, scientific and theoretical public regulation institutions in higher bases of public progress, but also the socio- education management (Kunanbaeva, 2013; political and ideological processes and Scherer, 2013). formation of progressive and free public Table 1 shows that the interaction consciousness (Abisheva, 2008; Abisheva, between individuals, society and the state Dossanova, & Tlegenova, 2012). In the in this process is still rudimentary (Table 1). last decade the former Soviet Union has A change in the nature of the labour seen considerable changes in education market implies a transfer to new educational management. A standard and legal base standards. Higher education is popular in was created to overcome a departmental modern Kazakhstan owing to the Kazakhs’ approach to educational institutional traditional views of the status of an educated management. Interaction between the state person (Abisheva, 2008; Abisheva et al., and public forms of education management 2012). ‘City economy’ requires general was established and there was a rise in workers in developed countries. So, the role of educational institutions. A motivation pedagogics is widely developed. new approach to understanding modern Today, the majority of workers are employed education (Durkheim, 1995), based on in the service sector (the service sector quality and the latest innovative pedagogical already exceeds 60% of the labour market technologies, was introduced. Education is in Kazakhstan). Therefore, the Kazakh among the main priorities of any state that labour market deals with people (clients) seeks to create a flexible mobile system more than it deals with machines and of higher education that meets the new mechanisms. It is important to be able to requirements of global competition (Florian, communicate effectively with clients in 2000). In our opinion, advancing the different social settings. The income of hypertrophied ideas of multiculturalism is many enterprises mainly depends on the strengthening the ideas of ultranationalism ability of staff to communicate effectively and even fascism in the modern world. It with clients; consequently, employers place has resulted in the need to use the ideas of high demands on workers. In addition, the ethno-linguistic and socio-propaedeutics in rise of innovative firms and enterprises the pedagogical process that is implemented organised by intellectual businessmen has in a heterogeneous ethnic environment created demand for employees not only with (Teubert, 2010). higher education, but also with a system of Integration into the global education positive values. Modern universities must space is one of the main tasks of revamping now provide such training for the workforce the higher education system of the Republic of modern cities (Utyupova, Baiseitova, &

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Table 1 The interaction of entities in the management of the higher education system of the Republic of Kazakhstan

Functions/entities Individual Society State Planning Defining No participation No participation No participation labour market demands Specialty nomenclature formation No participation No participation No participation State order formation No participation No participation No participation Working out the state’s compulsory Partial participation No participation Participation education standards Working out Partial participation No participation Participation the standard programmes Organisation Creating legal and other normative legal No participation No participation Participation education bases Revamping educational and methodological support, material and Partial participation No participation Participation technical base Control and Analysis Licensing No participation No participation Participation State attestation Partial participation No participation Participation Accreditation Partial participation Partial participation Participation

Mukhamadiyeva, 2016). This extension to Institute and the remaining 33.7% were the work of modern universities is a positive from the Innovative University of Eurasia. development. Of the respondents, 58.1% were girls and 41.9% were boys. A total of 33.6% of the METHODS respondents were technical students and This sociological research was 66.4% were education and humanities conducted to find out the interactions students. Of the respondents, 24.9% were between individuals, the society and the state first-year students, 37.4% were second- in higher education system management. year students and 37.7% were third-year The first step was to interview the students. students of three institutions, namely, The second step was to interview the Pavlodar State University, Pavlodar State teaching staff of the three universities. Pedagogical Institute and the Innovative Three hundred and ninety-six members University of Eurasia. Four hundred and of the teaching staff were interviewed. Of twelve students took part in this interview: them, 58.5% were women, while 41.5% 42.3% were from Pavlodar State University, were men. Of the teaching staff, 24.3% had 24% from Pavlodar State Pedagogical an academic title, 41.4% were specialists in Technical Specialties and 58.6% were

Pertanika J. Soc. Sci. & Hum. 25 (S): 105 - 124 (2017) 107 Gulnara K. Abdrahman, Orynkyz K. Joldassova, Svetlana S. Amandosova, Alima T. Kenzhebayeva and Gaukhar E. Sanay specialists in education and the humanities. be research into personal development The third step was to interview the and the obstacles to establishing quality in employers and education authorities of the modern education as well as the problems Pavlodar Oblast and employees of secondary that can arise. As A. P. Tryapitsyna and N. schools, infant schools and industrial F. Radionova (Radionova & Tryapitsyna, enterprises of the city. Four hundred and two 2009) noted, the interdisciplinary programme employers were interviewed. Among them, run by the Research Institute of Continuous 198 were educators and 204 were employers Pedagogical Education, Herzen University, from various industrial enterprises. which has become a scientific centre, is About 8.4% of the respondents had work succeeding in part in beginning this work. experience ranging from 1 to 5 years, 34.4% had work experience ranging from 5 to 10 RESULTS years and 57.2% had work experience of The data collected showed that more than more than 10 years. Most of the respondents a half of the students (59.9%), teachers (94.1%) had higher education, 1.3% had (72.7%) and employers (76.1%) who took dual education and 4.6% had an academic part in this research were informed of the title. Of the respondents, 38.2% were heads work of integrating the higher education of organisations, 34.1% were resource system of the Republic of Kazakhstan into specialists and foremen and 27.7% were global education. However, 9.2% of the teachers and section supervisors. students, 12.8% of the teachers and 6.5% The definition of higher education as of the employers did not know of or were the “process of transferring knowledge not so well-informed of the endeavour and skills from a teacher to pupils” is now (Figure 1). transforming into higher education as a type When asked “What do you think of the of service provider as the higher education changes happening in the higher education system responds to the market request for system?”, every secondary school teacher more skilled, knowledge-based and service- (53.8%) answered that the reforms were orientated workers. being managed successfully whereas 21.8% Higher education would best be served of them thought otherwise. Three quarters by interdisciplinary programmes that of the employers (62.2%) considered that are based on continuous pedagogical revamping higher education was partially education that is directed at solving the successful, while 9.0% thought it was not. fundamental problems of the current It should be noted almost every student state and the development of the local of Pavlodar Higher Education Institution pedagogical education system. The factors (49.4%) thought the changes were being that influence the socio-humanistic and successfully implemented, while a quarter socio-economic development of society of the students (25.2%) thought otherwise should be discovered. There should also (Figure 2).

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50 Yes 40 No Difficult to answer 30

0 Student Teacher Employer

Figure 1. The respondents’ awareness of the work of integrating higher education system into global education (% of the total number of respondents)

50 Yes 40 No 30 Difficult to answer 20

0 Student Teacher Employer

Figure 2. The respondents’ attitude towards the changes happening in the higher education system (% of the total number of respondents)

The chief purpose in higher school increasing the quality of training specialists. management is to ensure the quality of About 12.8% of the students, 18.4% of education. In this regard, the respondents were the teachers and 43.9% of the employers asked the question, “Is the modernisation considered that revamping higher education of higher education management capable management would only partially increase of increasing the quality of education?”. the quality of training graduates while About half of the students (59.1%), teachers about a quarter of the students, teachers (61.1%) and employers (43.9%) considered and employers (28.1%, 20.5% and 31.8%, that effective modernisation of higher respectively) believed that modernisation education management was capable of of higher education management would not

Pertanika J. Soc. Sci. & Hum. 25 (S): 105 - 124 (2017) 109 Gulnara K. Abdrahman, Orynkyz K. Joldassova, Svetlana S. Amandosova, Alima T. Kenzhebayeva and Gaukhar E. Sanay promote quality improvement (Figure 3). satisfaction levels were considered The major factors influencing the (Ignatova, 2013; Savchuk, 2011; Scherer, quality of education are the quality of 2013) and the results presented in Figure 4. training, means of educational process and Despite the recent measures taken for technologies, potential level of teaching improving higher education management staff, the efficiency of achievement control, in the Republic of Kazakhstan, students’ the availability of feedback, conformity of satisfaction with getting an education individuals, society and the state’s needs, seemed rather pessimistic (Figure 4). and the level and quality of education. With When asked, “Are you satisfied with regards to these factors, the respondents’ getting an education?” most of the first-

Figure 3. The respondents’ opinion of increasing (decreasing) the quality of training students in the modernisation of higher education management (% of the total number of respondents)

Figure 4. The students’ satisfaction with getting education (different years of study) (% of the total number of respondents)

110 Pertanika J. Soc. Sci. & Hum. 25 (S): 105 - 124 (2017) The Higher School of Modern Kazakhstan Renewal year students (89.6%) answered in the of students with the extent of the knowledge affirmative, while a third of the third-year gained and the level of training decreased students stated that they were satisfied with as they progressed to the senior years of getting an education (32.3%). So, every study. This may be explained by the fact fourth student among third-year students that senior-year students had already passed (25.5%) was not satisfied or was only their professional practice and lacked both partially satisfied (28.1%) with getting an theoretical and practical teaching. education in higher educational institutions The teachers who took part in this (Figure 5). research thought differently about the extent According to Figure 5, the satisfaction of gaining knowledge (Figure 6).

Figure 5. The students’ satisfaction with the knowledge gained (% of the total number of respondents)

Figure 6. The teachers’ opinion of students’ extent of gaining knowledge in accordance with modern requirements (% of the total number of respondents)

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Fewer than half of the teachers (42.3%) satisfaction with the quality of teaching considered that the extent of knowledge had increased. However, 40.6%, 25.6% and gained by the students met with modern 17.0% of the students were not satisfied with requirements. Every third teacher (31.6%) the quality of teaching, partially satisfied or believed that the extent of the knowledge found the question difficult to answer. gained met with the modern requirements One of the reasons for students’ only partially and every fifth teacher dissatisfaction with the quality of (20.9%) did not agree that the extent of the teaching was the teaching staff’s level of knowledge gained met with the modern professionalism. As seen in Figure 9, most requirements. The results showed that most of the students noted the compliance of the of the teachers were not satisfied with their teaching staff’s level of professionalism students’ level of knowledge. (49.6%). Teachers estimated the university More than a half of the students were not staff’s professionalism slightly higher than fully satisfied with the quality of organising the students did (61.2%). the educational process. About 30.4% of It should be noted that senior students’ the students were partially satisfied, while satisfaction with the level of the requirements 18.4% thought otherwise. It should be noted for the teaching staff decreased (Figure 10). that the teachers’ assessment was not much First-year students’ satisfaction with the different from the students’: more than level of the requirements for the teaching a third of the respondents (33.8%) were staff was 76.9%, while third-year students partially satisfied, while 12.4% were not indicated partial satisfaction at 32% and satisfied with the quality of organising the 15.4% of the respondents were not satisfied educational process (Figure 7). with the level of the requirements for the Figure 8 shows that senior students’ teaching staff.

Figure 7. The students and teachers’ satisfaction with the quality of organising the educational process (% of the total number of respondents)

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Figure 8. The students’ satisfaction with the quality of teaching (% of the total number of respondents)

Figure 9. The students and teachers’ estimation of university staff’s level of professionalism (% of the total number of respondents)

Figure 10. The students’ satisfaction with the level of the requirements for the teaching staff (% of the total number of respondents)

Pertanika J. Soc. Sci. & Hum. 25 (S): 105 - 124 (2017) 113 Gulnara K. Abdrahman, Orynkyz K. Joldassova, Svetlana S. Amandosova, Alima T. Kenzhebayeva and Gaukhar E. Sanay

A revamp of higher education (Figure 11). Management should note that management assumes change in the nature students are the object of management, and of education, directing education towards should ensure that their expectations of “free development of a person,” creativity modern education are being met. and independence (Durkheim, 1995). The prevailing forms of conducting Therefore, it was interesting for us to find lessons were in-class learning, according out how the respondents would estimate the to the students and teachers (68.8% and use of innovations in the learning process, 63.7%, respectively), led directly by the which is focused on the individual student teacher (Figure 12). This type of lesson (Figure 11). delivery, which is focused on the subject- Most of the students (93.6%) and object relationship, does not set a goal of teachers (92.7%) considered that the developing students’ creativity and does individual approach was not used to an not consider students as being the subjects effective degree in the educational process of management.

Figure 11. The level of using the individual approach in student activities (% of the total number of respondents)

Figure 12. Various types of lesson delivery estimated by students and teachers (% of the total number of respondents)

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The students’ answers to the questions placement was not relevant to employers’ about their vital strategies for the future estimations of the actual theoretical training showed that most of the students (88.4%) they had received. This was reflected in were planning to work and further raise the answers to the question, “How do you their professional qualification. About estimate the alumni’s theoretical training?” 2.2% of the students wanted to change their Of the total number of employers, 11.1% profession or get a second degree, 3.6% of gave a good estimation of the alumni’s the students aimed at getting a scientific theoretical training from the Pavlodar and pedagogical education and another universities, more than a half gave a 5.8% found the question difficult to answer satisfactory estimation (85.7%) and 3.2% (Table 2). gave a negative estimation. About 54.8% In general, 60.1% of the respondents of the students and 42.5% of the teaching estimated their future optimistically, 10.2% staff from the Pavlodar universities gave of the respondents estimated their future a good estimation, while 41.4% of the with alarm and uncertainty and the rest students and 52.3% of the teaching staff (29.7%) did not think about it. Overall, the gave a satisfactory estimation and the students’ feelings about future job placement remaining 3.8% of the students and 5.2% of were rather positive (Table 3). the teaching staff gave a negative estimation The alumni’s optimism about future job (Figure 13).

Table 2 Alumni’s future plans depending on their satisfaction with the profession, % of the total number of respondents Alumni’s satisfaction with their profession Alumni’s Future plans Yes No Not sure Total I shall work and raise my professional qualification. 88.4 10.1 1.5 100 I shall change my profession and get a second degree. 2.2 96.5 1.3 100 I shall get a scientific and pedagogic education. 3.6 90.6 5.8 100 Are you sure of your professional future? 60.1 10.2 29.7 100

Table 3 The students’ opinion of job placement prospects by profession, % of the total number of the respondents First-year Second-year Third-year Answer students students students Yes 69.8 74.5 89.3 No 17 17.4 4 It is difficult to answer 13.2 8.1 6.7 Total: 100 100 100

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Figure 13. The respondents’ estimation of the alumni’s theoretical training (% of the total number of respondents)

To the question on practical training questionnaire are presented in Table 4. of students, 63.2% of the employers gave Table 4 shows that more than a half a satisfactory estimation, 13.6% gave a of the teaching staff (69.7%) believed negative estimation and 23.3% gave a that alumni must possess a high level of good estimation. The students and teaching professional training and qualities that staff thought differently, however. A good allow them to adapt to social and economic estimation of the practical training was given living conditions. They should also have a by 39.8% of the students and 57.3% of the high level of ability for self-development teaching staff. About a half of the students and should have been exposed to common (43.2%) gave a satisfactory estimation and cultural training. a third of the teaching staff (35.5%) agreed Table 5 shows the importance that with them, while 17.0 % of the students and employers placed on knowledge and skills 7.3% of the teaching staff gave a negative as the top requirements they expected estimation (Figure 14). alumni to possess. The next most important The teaching staff’s answers to the requirement in their opinion is the ability

Figure 14. The respondents’ estimation of alumni’s practical training (% of the total number of respondents)

116 Pertanika J. Soc. Sci. & Hum. 25 (S): 105 - 124 (2017) The Higher School of Modern Kazakhstan Renewal to solve professional problems, followed insignificant percentage of students who by the ability to solve system problems. took part in management at university level In their opinion, the ability to form a is made up of the most active members of belief system and active life position is the the students’ organisations. fourth requirement in alumni. Creativity As for the teaching staff’s answers to and research qualities follow as the next this question, only a small number takes important requirement and finally, leadership part in planning and organising the higher potential and business proficiency is the education system at both the state and sixth most important requirement they regional level but a larger number takes part would like alumni to possess. in management at university level (Table 7). To find out the respondents’ level About 2.5% of the teaching staff noted their of participation in higher education participation in controlling and analysing management, they were asked the question, higher education management. This is due “Do you take part in higher education to the fact that teaching staff are sometimes management?” (Table 6). invited to sit on the State Examination and Table 6 shows that the students did not Accreditation Boards. participate in higher education management When the same question was put to either on state or regional level. The the employers, they responded that they

Table 4 The teaching staff’s estimation of the qualities that alumni must possess, % of the total number of the respondents

Estimation Yes No Difficult to answer High level of professional training 69.7 28.3 2.0 High level of qualities that allow adaptation to social and 68.9 28.4 2.7 economic living conditions High level of ability for self-development 48.2 49.4 2.4 High level of common cultural training 51.6 45.9 2.5

Table 5 Employers’ estimation of alumni’s necessary qualities, % of the total number of the respondents

Qualities of alumni Rating Knowledge and skills 1 Creative and research qualities 5 Leadership potential and business proficiency 6 Belief system and active life position 4 Ability to solve professional problems 2 Ability to solve system problems 3

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Table 6 The students’ opinions of their participation in higher education management, % of the total number of respondents

Management Management levels functions State Regional University Yes Sometimes No Yes Sometimes No Yes Sometimes No Participation in planning - - 100 - - 100 - 2.4 97.6 higher education management Participation in organising - - 100 - - 100 - 3.6 96.4 higher education management Participation in controlling and analysing the - - 100 - - 100 5.1 12.4 82.5 higher education system

Table 7 The teaching staff’s opinion of their participation in higher education management, % of the total number of respondents

Management Management levels functions State Regional University Yes Sometimes No Yes Sometimes No Yes Sometimes No Participation in planning 3.3 - 96.7 - - 100 9.3 52.7 38 higher education management Participation in organising 5.3 - 94.7 7.6 1.3 91.1 18.1 36.4 45.5 higher education management Participation in controlling and analysing the - 2.5 97.5 - 6.0 94.0 84.0 14.4 1.6 higher education system

were not invited to participate in higher Examination Boards and another small education management (Table 8). However, number sometimes participated at university a small number stated that they sat on State level.

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Table 8 Employers’ opinions of their participation in the higher education management, % of the total number of the respondents

Management Management levels functions State Regional University Yes Sometimes No Yes Sometimes No Yes Sometimes No Participation in planning 1.2 - 98.8 - - 100 - - 100 higher education management Participation in organising 2.2 - 97.8 - - 100 - - 100 higher education management Participation in controlling and analysing the - - 100 - - 100 - 2.7 97.3 higher education system

DISCUSSION related to teaching content. This proves once The results of this research showed that the again that there is no component in higher training of specialists in higher education education system management that provides institutions was mainly focussed on for individual educational needs of students. knowledge acquisition, whereas effective The main reasons for this are as follows: management of the higher education system • teachers have no experience in must ensure that students develop into working at production sites. This professional and competent persons who makes education more academic, are able to solve professional problems with little industrial input; independently and creatively as well as be able to realise the personal and public • insufficient connection between importance of their professional activity. higher educational institutions and The results also showed that there organisations at which students was no opportunity for students to pursue can pursue practical training and their individual educational trajectory, so learn to solve real-life industrial as to be able to correlate their educational problems; needs with the appropriate training content • higher education’s focus is on a and standard of vocational training as theoretical approach in delivering approved by the Ministry of Education and education; Science. As a consequence, teachers had no opportunity to fulfil students’ requirements • little opportunity to participate in higher education management.

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To solve these problems, students research, write scientific articles, review need to be encouraged to pursue additional academic articles or work with graduate qualification and master the application of students etc. but they are awarded honorary the knowledge they acquire. They also need academic titles. All this reduces the status of to be certified as specialists of the various professor and associate professor (Florian, technologies and enterprises involved in 2000; Fomichyev, 2012). Meanwhile, higher education management. education or science continue to have no In recent years there has been a change accurate criteria for quality evaluation. It in the job description and status, to a is left to the academic reputation and the degree, of university teachers. If previously qualification of those in the future who will professors and associate professors could manage education and lead in research to enjoy academic freedom, free time for hopefully steer it in the right direction. The self-improvement and research activity and final quality of research results can only be the opportunity to fraternise with talented clear after the research has been conducted students as compensation for being paid i.e. after money and other resources have less than the professionals in their fields, been spent; if they have not been used wisely now university teachers have to clock in or correctly, they can only be lamented as long hours, face large numbers of students, wasted resources. In financing the training deal with a heavy academic load and have of future specialists, employers are guided less time and fewer resources for their by the experience and formal qualification independent work and own research. of teachers. The quality of the finished Meanwhile, professionals in the same work can be seen only after resources have field in the private and non-state scientific been spent. So this trust and investment are sector are largely concerned with innovations particularly important. (technical, scientific and social) and are If more and more people who are not highly paid. Professors are not always the interested in scientific work and innovative ones who release innovative knowledge teaching are admitted to the teaching staff of and ability to society. So, they are paid universities, the education system will begin less and have to be satisfied with a lower to degrade. When people are only interested academic status and less freedom than their in training cost, the probability of entering counterparts of earlier years. Universities a university and graduating from it with a no longer offer advantages of an intangible diploma, the chances of being employed in nature as they used to before. Instead of the labour market and career parameters, academic incentives, compensation for the they will only look for universities that time spent at work is usually economic. churn out qualifications for a certain sum Moreover, today, more and more people who of money. are not connected with science or teaching Thus, the general degradation of have academic titles. They do not conduct teaching staff leads to a distorted process

120 Pertanika J. Soc. Sci. & Hum. 25 (S): 105 - 124 (2017) The Higher School of Modern Kazakhstan Renewal of choosing universities. Paid education management in Kazakhstan: becomes prominent as universities begin • entities of administrative and to pay attention to the solvency of potential educational processes realise the students. Tuition fees rise, as it is not necessity to revamp the higher an additional resource for development education system; any more. It completely covers expenses • there is no interaction between for training specialists. However, not all the entities involved in higher graduates can pay tuition. The criteria education management in working selection changes (solvency is more out the requirements to maintain the important than knowledge or talent), and quality of higher education and its so does the quality of the student body. A management; decline in the quality of students influences the quality of the training and the teachers’ • there is no interaction between work; as noted above, the efficiency of a the government bodies and student group is important for maintaining public regulation institutions in the quality of training. determining the content of higher It should be noted that the overall education in higher education character of higher education makes management. a negative influence on the quality of By some experts’ estimates, only about work done by teaching staff. Teaching one third of university graduates i.e. those staff are separated from working directly who are specialists in their field, having with students as they have to work on obtained a Master’s degree, actually work standard education programmes and use in the field they studied to enter after standard textbooks or manuals. Pedagogical graduating from university. While more uniqueness and individuality decline in research is needed to determine figures and value under these conditions in the opinion reasons for this situation, the situation can of employers (the direction of a university) be interpreted as inefficiency on the part of and consumers (students). Anonymous higher educational institutions. They can be instructors deliver lectures through standard said to be guilty of inefficient use of public textbooks and computers check standardised funds. On the other hand, only about a third tests. of those with a Bachelor’s degree continue to study in universities in developed countries. CONCLUSION The rest will enter the job market without This research looked at the interaction obtaining a Master’s degree. Therefore, it is between the individual, society and the possible to read this situation as a reflection state in higher education management. We of the Kazakh labour market’s lack of skill found the following tendencies to be true in and knowledge. Indeed, students gain the mission of revamping higher education much professional knowledge in Master’s

Pertanika J. Soc. Sci. & Hum. 25 (S): 105 - 124 (2017) 121 Gulnara K. Abdrahman, Orynkyz K. Joldassova, Svetlana S. Amandosova, Alima T. Kenzhebayeva and Gaukhar E. Sanay programmes. Bachelor programmes are organisations, and this demands another largely focused on general higher education. approach to resource management, However, the experience of other countries especially, finance management. First all, demonstrates that the modern labour market universities must increase the number is aware that it can benefit from the set of of students and look for an opportunity competencies that are peculiar to holders of to work with a large number of students Bachelor’s degrees, including their grasp of efficiently (from the financial point of general culture, abilities, communication view). In this condition, the relationship skills, ability to adapt quickly etc. It is between teachers and students will become also beneficial to these new workers who more formal, so teachers who are able only have a Bachelor’s degree to acquire to work with a large number of students employment rather than pursue a Master’s yet be able to communicate with each degree as they are able to save time and student through feedback and effective money. Nevertheless, universities should presentation skills, for instance, will be pay more attention to resources and Master’s much appreciated. It should be recognised programmes and improve their training for that for Bachelor’s degree courses, teachers all programmes offered. need to be like school teachers, who can As higher education is not compulsory, manage a large classroom. Innovative unlike secondary education, students who knowledge is really based on teachers’ own pursue it are more motivated to study than research and can be presented only during secondary school students. The environment- Master’s courses, where teachers’ work influence effect i.e. the influence of an with students individually and the number educational group is no less important than of students is much less. In general, training educational content and the educational Bachelor’s degree students does not involve process itself for the socialisation of young a great intensity of research or scientific people. If all higher education institutions work and the need to explore new innovative awarded state-recognised degrees, they knowledge. So, students are not trained could simplify the educational process as future innovators, and their training is for Bachelor’s degree candidates. Higher comparable to that gained at secondary education would also then attract other school, albeit in more complicated ways and students as well as encourage students to at greater depth (Teubert, 2010). further their studies and pursue a Master’s Cost effectiveness is of great degree. The state must establish a set of importance to universities as entities of criteria and standards to for knowledge and educational service. Distance universities competencies. Higher education institutions offer simplified educational modules that should be able to manage and control these. can be studied from other locations using Universities are transforming from modern information and communication elite institutions into popular educational technology for the learner’s convenience,

122 Pertanika J. Soc. Sci. & Hum. 25 (S): 105 - 124 (2017) The Higher School of Modern Kazakhstan Renewal practically without having to engage with (2012). The problem of the mental lexicon of the the teacher directly (Kunanbaeva, 2013, language world pictures. Science, Culture and p. 294). However, this approach may Education World, 6 (37), 131–133. not be acceptable for training topnotch Durkheim, E. (1995). Sociology. Its subject, method specialists of any field. Universities today and designation. Moscow: Canon. are also required to conduct pre-socialisation Florian, L. (2000). Special education and school training such as learning a foreign language, reform in the United States and Britain. London using a computer and understanding the and New York: Routledge. basics of economy, law, ethics etc. as it is Fomichyev, I. (2012). Professors’ ethics in post- not provided in secondary school whether modernity. Journal of Applied Ethics, 40, in the city or in villages. 171–175. The problems stated above are peculiar Ignatova, E. (2013). Higher education system to both Kazakhstani as well as post-Soviet management (sociological aspect). World universities. However, universities in Applied Sciences Journal, 22(7), 898–902. developed countries also face such problems Kunanbaeva, S. (2013). The modernization of foreign from time to time (Florian, 2000; Teubert, language education. London: Hertfordshire 2010). Most students consider universities as Press. a means to acquiring a good job and salary in Radionova, N., & Tryapitsyna, A. (2009). The the future. Developed countries also face the problem of constructing the research programs serious problem of professional plagiarism. of continuous pedagogical education. Man and Unlike Kazakhstan, Western countries rely Education, 2, 16–23. on solving these problems through their Savchuk, O. (2011). Theory of reaching the functions strong academic and research traditions. of Higher School. Actual Problems of Sociology, The established ratings of universities are Psychology, Pedagogy, 11, 113–117. a guide for both employers and graduates. Scherer, M. (2013). Keeping good teachers. The true scientific, educational, research, Association for Supervision and Curriculum administrative and humanitarian elite are Development. trained by a selected few universities in Teubert, W. (2010). Meaning, discourse and society. Western countries. This is confirmed by Cambridge: Cambridge University Press. many studies looking into employment Utyupova, G. Y., Baiseitova, Z. B., & Mukhamadiyeva, prospects of graduates beginning with A. A. (2016). Value forming education of higher education and ending with job prospective primary school teachers in placement. Kazakhstan and Germany. International Journal of Environmental and Science Education, 11(9), 2607–2618, doi: 10.12973/ijese.2016.710a REFERENCES Abisheva, K. (2008). General intercultural communication theory. Astana: Turan-Astana.

Abisheva, K., Dossanova, A., & Tlegenova, K.

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Pertanika J. Soc. Sci. & Hum. 25 (S): 125 - 136 (2017)

SOCIAL SCIENCES & HUMANITIES

Journal homepage: http://www.pertanika.upm.edu.my/

Mega-Discourse on the Cognitive and Ethno-Cultural Aspects of the Problem of the Functional and Genre Stratification of Modern Sport

Larisa G. Yarmolinets1*, Sultan M. Akhmetov2, Elena N. Luchinskaya3, Zhanna Z. Terpelets1 and Maria N. Kunina4 1Department of Foreign Languages, Kuban State University of Physical Education, Sport and Tourism, 350015, Krasnodar, Krasnodar region, Southern Federal District, Russia 2Kuban State University of Physical Education, Sport and Tourism, 350015, Krasnodar, Krasnodar region, Southern Federal District, Russia 3Department General and Slavo-Russian Linguistics, Kuban State University of Physical Education, Sport and Tourism, 350015, Krasnodar, Krasnodar region, Southern Federal District, Russia 4Department of Russian and Foreign Languages, Krasnodar University of Internal Affairs Ministry, 350005, Krasnodar, Krasnodar region, Southern Federal District, Russia

ABSTRACT The problem of classifying various discourses is topical. The aim of this research is to describe various discourses of sport communication. Sport is a huge sphere of human physical activity. The questions addressing sport as communication through the different structure of physical activity are rather topical in our research. Sport is a form of physical activity that is performed by professionals, non-professionals and their supporters. Ethno- cultural studies can provide insight into the peculiarities of sport communication through a verbalised description of the cognitive-pragmatic processes involved in this communication. This will greatly benefit our multicultural world. Having generalised the empirical data of translation practice in the field of sport, it remains for researchers to work out new models of sport discourse based on European languages. We provide an interdisciplinary understanding of the integrated system of knowledge accessed from different fields for solving the topical and difficult scientific, theoretical and practical tasks of sport mega- ARTICLE INFO discourse in the context of an integral and Article history: Received: 20 November 2016 competency-based approach that combines Accepted: 5 May 2017 the cognitive, ethno-cultural, medico-social E-mail addresses: [email protected] (Larisa G. Yarmolinets), and psycholinguistic aspects. This synergetic [email protected] (Sultan M. Akhmetov), approach is used to consider the subject from [email protected] (Elena N. Luchinskaya), [email protected] (Zhanna Z. Terpelets), the setting of international competitions and [email protected] (Maria N. Kunina) * Corresponding author the Russian 2014 Olympics.

ISSN: 0128-7702 © Universiti Putra Malaysia Press Larisa G. Yarmolinets, Sultan M. Akhmetov, Elena N. Luchinskaya, Zhanna Z. Terpelets and Maria N. Kunina

Keywords: Cognitive-pragmatic description, ethno- METHODS cultural studies, sport communication, sport discourse A social order is the result of human genres activity that is created in the process of constant externalisation. So, Berger and INTRODUCTION Luckmann (1966) saw institutionalisation The problem of classifying various as the origin of human activity that has discourses in modern multicultural society, undergone habitualisation of actions. Sport of which sport discourse holds a prominent as a social institution is based on social place, is particularly topical. The aim of this control over individuals’ behaviour, seen in research was to describe various discourses their willingness to follow models and rules on sport communication as part of a mega- of behaviour, traditions, moral principles sport discourse from the cognitive-pragmatic and orders that are socially approved and aspect. This research has theoretical and established in society. Thus, there arises a practical significance. Sport is a huge sphere set of typified actions that are habitualised of human physical activity, making sport for every person. communication an important area of social Institutions are perceived by man needs and expression. as an objective and historic reality. Social roles represent institutionalised Institutions resist change them or does behaviour and actions. They limit the without it, as it has mandatory power over activity and independence of the individual individual and control mechanisms. In and predict his actions in traditional society. the course of socialisation of knowledge Berger and Luckmann (1966) referred to preceding experience is passed to the the “non-classical” image of the nature of next generation by having it internalise social institutions and their social functions subjective realities. This can influence the in the interaction system between people. formation of the individual, creating unique While they took the key postulates of their human personalities. It is necessary to belief from their predecessors, Spencer emphasise that Berger and Luckmann (1966) and Parsons, Berger and Luckmann considered socialisation as the process of discovered and described the participation of assimilating roles and establishing new rules the individual in forming social institutions and relationships. A person is capable of and how they function and develop. Their assimilating and reproducing new rules and methodological succession allows us relationships but he is also able to destroy to accept the non-classical approach as them. Idea creation means the possibility of adequate in studying the socio-linguistic changing social structures. and ethno-cultural aspect of the problems In the course of our analysis, the of sport mega-discourse. following scientific methods of research were used: • linguistic supervision;

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• description using special language RESULT facts for the purpose of obtaining The questions connected with sport as a the generalised data, implemented different structure that includes the various by interpretative technique; activities of a person who takes part in • partial component and contextual different communicative situations are rather analysis in translation; topical in our research. Sport discourse has always elicited much interest, but even • interpretation of scientific and more so in the course of preparations for public text. and during the Olympic Games of 2014 The research material used in this that were held in Russia. Sport discourse research was as follows: theoretical research is topical because sport is a vast research data based on discourse theory subject area that includes a large number of (Bloor & Bloor, 2013; Taylor, 2013; Teun, participants, spheres, situations and topics 2011; Trubcheninova, 2015); cognitive dealing with communication and various linguistics (Lopez-Ferrero & Bach, 2016; chronotopes. Sport discourse commands a Trubcheninova, 2015); and translation huge following as it covers all social strata. theory using Russian and English texts Sport is a form of activity performed by and analytics in sport (Kudrin, 2011; professionals, non-professionals and their Trubcheninova, 2015; Yarmolinets & supporters. It is diverse in manifestation. Shcheglova, 2014). Therefore, it is necessary to regulate the Social construction methodology is used list of sport discourses, each of which has here to study sport as non-classical social its communicants with their own status methodology. Much attention was paid to and thematic relationships, communicative institutions by the American sociologist, situations and a context. However, the Berger, and the German sociologist, genres of sport discourse, in which there is Luckmann. The main thesis of their theory communication between a sportsman and was stated in their 1966 work, “The Social a coach, a doctor and the members of a Construction of Reality”. There, they team, an announcer and an organiser of the stated that social reality is simultaneously sport event, for instance, the International both objective and subjective i.e. it meets Olympic Committee (IOC), remain the requirements of objectivity as it is insufficiently studied. independent of individuals but it is yet We adhere to Malysheva’s definition possible to be considered as a subjective of discourse as a “process of thematic world because it is created by individuals. communication dependence that is According to the researchers, the determined by the social and historic phenomenon of institutionalised social roles conditions whose specificity is reflected arose as a result of social interconnections in a set of texts (in a wide semantic in joint activities. comprehension of this term), which are

Pertanika J. Soc. Sci. & Hum. 25 (S): 125 - 136 (2017) 127 Larisa G. Yarmolinets, Sultan M. Akhmetov, Elena N. Luchinskaya, Zhanna Z. Terpelets and Maria N. Kunina characterized by a conceptual, speech society. genre and pragma-linguistic variety” The linguo-cognitive and linguo- (2011, p. 370). Sport discourse is a type cultural aspects of sport communication of communication between participants in have been studied least of all. They sport and a socio-cultural phenomenon that present many questions connected with the is itself a combination of communicative theoretical and methodological description practices, which were developed in sport of the conceptual dominant system and institution formation, determined by a conceptual models analysis by means of number of extra-linguistic factors (Komleva, which sportdom is understood. This type 2012, pp. 199-224). of communication is shown taking place Much attention has been paid to the where sport discourse is connected with question of stereotypification in sport other discourse. Training, performance discourse and the problem of studying mass or a meeting between sportsmen and communication in sport since the end of the coaches or coaches and parents are some 20th century. Philosophers, sociologists, of the combinations between sport and psychologists, linguists and representatives pedagogical discourse. Healing and of other societal and humanitarian sciences medical support combine sport and medical showed interest in these problems. The discourse. The listed genres are subdivided processes of stereotype formation and into oral and written forms. Competition function in a philosophic aspect were schedules, reports and training schemes, considered by Alexeev, Lippmann, sport websites, sportsmen’s Internet blogs, Shirokanov and Shikhirev. The psychological world ratings of sport celebrities and sport theories of the stereotype were reflected in advertisements etc. serve as examples of the works of Bern, Bodalev, Violett, Duaz, written discourse. Oral discourse includes Kats, Allport, Silvert and Taguiri. The reports and interviews. Mass media contain scientists conducted a sociological analysis a vast collection of both written and oral of everyday reality as an intersubjective discourse. world, considered the value of the social institution in modern construction and DISCUSSION discovered how reality is interpreted by Sport discourse is considered the richest people and acquires subjective significance repertory of material on discourse. as an integral world. Psycholinguists defined Television has strengthened the influence the problem of a stereotyped perception that of sport, bringing in millions of people into influences the personal verbal and mental the discourse. Therefore, mass media act as worldview of an individual. However, there a peculiar laboratory where new forms of was a rise in the invariability of showing a language expression are tried and tested. linguistic persona’s individual discourse in This is why research into mass media texts the situation of the electronic-information draws the attention of Russian linguists.

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In their opinion, a printed text, a radio became a top story covered in every country interview, an Internet text and a television of the world. One British news provider report are all examples of sport discourse. interpreted the conflict as follows: The main difference is in the medium, The Not-So-Secret Shame of Sepp which allows a different connection between Blatter and the FIFA Scandal. sport and the society. Speech acts between Busting soccer’s governing body subjects of sport who serve as linguistic for corruption feels like ignoring personas provide implementation of sport reports on Jeffrey Dahmer for discourse. years, then raiding his kitchen Sport communication is inseparable for health-code violations. As from the mass media and is defined by this far as sports controversies go, connection in many respects. Therefore, you’d think blowing the whistle it is helpful to use the concept ‘media on FIFA’s alleged bribes and the discourse’. Media discourse is any kind of open-air slave mausoleum being discourse that is implemented in the sphere constructed in Qatar as a byproduct of mass communication, particularly, in of erecting stadiums for the 2022 mass media. Consequently, the genre and World Cup would be a no-brainer pragmalinguistic diversity of sport discourse (Rauzy, 2015). texts is defined by the properties of media discourse, especially, when the media content Russian mass media presented as is characterised by a stable connection with follows: the audience and a dependence on technical means of information transfer. It becomes … I have not understood as obvious why researchers of communication yet how one could pass judgement in sport use the concept ‘media sport when on the two prominent men in it is necessary to describe sociocultural world football. It is just worth verbal and cogitative activity connected remembering what measures Sepp with sport as a subject and implemented Blatter as the President of UEFA in mass media. In this regard, there is a (Union of European Football need to discuss sport media discourse that Associations) took, having combines its own discursive characteristics replaced João Havelange. How and the general characteristics of any type Michel Platini managed to make of media discourse that is determined UEFA commercially successful, by the specificity of the sphere of mass the Champions League and the communication and the peculiarities of Europa League bright brands. The the information channel. For instance, a direction given by these people was scandal involving high-profile members of efficient…. As far as I am concerned, the body governing world football, FIFA, the whole case, dealt with Blatter,

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does not have to do with football, The authors of the articles interpreted and Platini just happened to come the material in their own understanding and into the heat of the moment. Their chose their own stylistic and visual means. being disqualified is a political In general, the assessment and the point of decision. … I want these people view in which an event is presented depends not to be suspended from football on the identity of the author. The main task for a long time. It is clear to me of a sport article is to provide a careful that changes have brewed, but it is analysis of events and their assessment. For conducted so, it is a bit much (Lund, this purpose, the author selects the necessary 2016). language forms and eliminates stereotypes. Syntactic constructions are chosen to French media discourse provided the strengthen the dynamics of the sport and following comment: to transfer emotions and associations in This is the whipping boy in the subconscious level of perception. As this corruption scandal, which part of an institutionalised code of culture, has been shaking FIFA for five the language used participates in forming months already, who answered the national and cultural parameters of the the questions of the Russian News discourse. Agency, ‘Tass’, without controlling The concept of sport media discourse his temper. During this interview…. is wider in relation to journalistic sport Sepp Blatter, having been suspended discourse, which is part of it. Malysheva from the position of the President of distinguished media content as the main FIFA …., declared that he refused to category for journalistic sport discourse take any responsibility. He pointed together with other criteria. These criteria to those who, in his opinion, are are as follows: answerable for the disturbance 1. The person who addresses the shaking the world football ... The subject, who performs a certain main initiator of his fall is the social role and has a defined status former No 10 “Blue” (colour of and participates in role relations French football jersey, explanation with other actors in the discourse ours), Michel Platini. When asked such as the readers, listeners, the about the reasons that could induced audience and Internet users. the Frenchman to dismiss him, Blatter answered: “Because he 2. The genre and stylistic wanted to be the President of characteristics of the discourse FIFA.” His ambitions are at the root that are reflected in the verbal and of the Federation as the suspended cognitive action of the texts. President sees it (Rauzy, 2015).

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The core of sport and journalistic pp. 199-224). Participants of sport discourse discourse is sport discourse, a discursive represent three groups of language persona space that makes room for categories such as that are represented differently, depending communication conditions, communication on the communicative purposes. The purpose, the subjective and objective participants of the first group structure their characteristics of communication, a set of speech for achieving the sport result. It is easy functional texts, their genre and stylistic to guess that this group includes athletes and characteristics and a representative concept their immediate interactors such as coaches, system. referees and administrators. The second Besides sport and journalistic discourse, group includes fans and the audience. Their sport media discourse can include athlete and function is to provide emotional assessment trainer discourse, sport official discourse, and a response to actions, and they reflect fan discourse and politician discourse the readiness of direct participants of sport if their verbal and cognitive activity is events. The participants of the third group connected with sport subjects and the are sport journalist and reporters who fix discourse is carried out in the sphere of and describe a course of happening events mass communication. In this regard, any of to TV viewers, readers, radio listeners and the listed forms would cross and intercross the Internet community. Researchers have with other discourse such as political, noted that mass media discourse needs ideological, art, every day and household, the presence of TV, radio and print media among others. The experience of describing journalists to fulfil its functions. In this case the poetic creativity of fans at thematic communication bears a unilateral character, Internet forums or linguistic parameters with no feedback. The intermediary between in the analysis of a ‘non-typical’ genre of this or that sport is a representative of mass sport discourse such as an ice show can media. serve as an example. Sport discourse can The mode of real time i.e. happening be considered a difficult formation and a here and now is peculiar to sport. Sportsmen discursive space that includes discursive are active participants, and so are the varieties with different criteria, but it is audience and speech participants. The characterised by a thematic and conceptual communicative status of ‘observer’ is community. allocated to the audience. In many types In studying sport discourse it is necessary of sport, for instance, swimming, artistic to distinguish its basic categories (Zilbert & and modern rhythmic gymnastics and Zilbert, 2016, pp. 45-55), emotional breadth figure skating, communicative interaction and evaluative research in connection with happens without the use of words during the nature of sport action entertainment a competition. As a rule, referees’ brief (Trubcheninova, 2015), target audience remarks, which explain their gestures, serve and genre revelation (Komleva, 2012, as communication in other sports. Lack

Pertanika J. Soc. Sci. & Hum. 25 (S): 125 - 136 (2017) 131 Larisa G. Yarmolinets, Sultan M. Akhmetov, Elena N. Luchinskaya, Zhanna Z. Terpelets and Maria N. Kunina of structural completeness does not allow unusual images and even create new words, admitting referees remarks as texts. They are very often resorting to the traditionally closer to signals, whose main purpose is to developed stereotypes. Authors do not use cease, renew or continue sport actions. The fresh language devices and expressions remarks of the audience are a peculiar type frequently. Men and women are equal in of feedback. However, they are also poorly sport. Nevertheless, the gender stereotype is structured. The specified characteristics constantly presented in the print media, as, refer this type of speech communication to despite the advances of modern times that the sphere of colloquial discourse. women will be women and men will be men. Many texts of written discourses show a Today, there are more and more successful precedent for sport discourse. In this regard, sportswomen. For this reason one of the the special vocabulary and phraseology of perspective branches of modern linguistics sport discourse are the only sign that they is the study of gender vocabulary in sport belong to the sphere of sport. Oral and discourse. This research is especially written sport discourse combine sports and topical if it is based on the written types mass information features owing to the of discourse, as it is possible to retrace fact that they are broadcast on channels of development and change in the meaning of mass media. Sport differs in the increased this or that lexical item, stereotype, change emotionality and implements educational or preservation. and recreational functions for effective It is necessary to realise the specified discharge. It is noted that fans whose main processes, and consequently, the new activity is gathering sport information fully techniques of overcoming difficulties feel the influence of information and the in cross-cultural and interethnic educational, analytical and propaganda communication as required in a multicultural functions of sport discourse, while more world community. Team sport is of indifferent fans are limited to the information special interest. English sport discourse and recreational functions. This functional construction is different from Russian diversity fully defines the peculiarity of the sport discourse in several aspects due to the structure of sport discourse as a genre of influence of worldviews and sociocultural discourse. communication in the world of sport. Subjects of sport discourse such as It is well-known that the majority of sportswriters, sportsmen, their coaches, popular sport such as basketball, volleyball, sport doctors, organisers and leading sport rugby, tennis and baseball originated organisations deserve individual attention. in English-speaking countries, which The subject of gender was introduced in undertook an onomasiological activity of sport discourse in the last century. Seeking designating this new sphere of public life. to inflame the reader and to make the They also took charge of developing the message interesting, many journalists use rules of the different sport and went on to

132 Pertanika J. Soc. Sci. & Hum. 25 (S): 125 - 136 (2017) Functional and Genre Stratification Problem of Modern Sport develop and improve sport. Tactics and lane’; ‘full-court play’ is ‘a combination of technique were changed, while the basic players arranged in the full court’; ‘driving concepts and regulations were detailed. play’ is ‘a basketball pass’. As we see from These processes became reflected in the the examples, no rendering of the term in terminology used, which was constantly Russian is possible without a descriptive refined and extended. Therefore, the English translation, even when used calquing. Thus, terms used in sport are different from those the majority of terms in sport discourse used in the Russian language. require a broad and descriptive translation Researching the process of term in reference to this context. formation in English sport discourse The specific and differential peculiarities shows development of terms not due to of sport discourse terminology must be promoting the qualificative indicators appraised subjectively as the naming unit of their modification. A large number of of the same denotation is based on different specific terms are used. In English an features depending on the individual attributive model represents a convenient perception of the person or persons and efficient means of forming specific taking part in the communication. This terms and this is the most widespread inevitably leads to the subjective element method. The word-formation features of in introducing terms, synonyms, nonce English with its unlimited opportunity for words and terms originating from the author. conversion are one of the main reasons for Expressive and appraisal connotations in attributive attraction. deriving the meaning of many terms is The majority of the attributive explained by the fact that this is traditionally model combinations are characterised considered nontypical for terminology and by transparency of the internal form. presents a certain difficulty in adequate The meaning of a polylexeme term is rendering of the semantic meaning of terms usually derived from the meanings of in the target language. It should be noted its components. In this regard, deriving that the connotative component of some meaning in Russian causes difficulties. terms consists of expressive and pragmatic On the one hand, it is connected with semes, which are mostly rendered through more detailed English term-fixing, which expressive and figurative language, not is absent in Russian. On the other hand, through rational, logical language. It is not it is connected with the different systems always easy to find an exactly corresponding of both languages. The Russian language term in the target language (Yarmolinets & is practically deprived of conversion; this Shcheglova, 2014). However, it is necessary includes combinations rendered in Russian, to prevent ethnic conflicts triggered by use which tend to be a long description: ‘high language and cultural differences. post play’ is ‘an action of the centre player The term ‘backdoor play’ is a typical who is in the front area of the free-throw case of combination theory that contradicts

Pertanika J. Soc. Sci. & Hum. 25 (S): 125 - 136 (2017) 133 Larisa G. Yarmolinets, Sultan M. Akhmetov, Elena N. Luchinskaya, Zhanna Z. Terpelets and Maria N. Kunina the object-logical meanings of the compound words, used in terminology that produces words. As all actions are direct in sport, no individual emotional and evocative nuance action made somewhere behind the scenes, to the collocation: ‘to cough up the ball’, outside of the public eye, is possible. So, ‘to fling the ball’, ‘to pass a ball carelessly’; the combination ‘backdoor’ and ‘play’ is ‘to blanket the ball’; ‘a ball is passed over logically impossible. However, there are a net using a blanket’ etc. These terms were tactical combinations that may be performed used in the Olympic Games to express the behind an opponent in a game that he does not same specific action using a ball, but they notice. These combinations are performed are distinct in expressive connotation. This seemingly in secret, therefore, they are diversity is not available in the Russian denoted as ‘backdoor’. Thus, ‘backdoor’ language. receives an emotional connotation and gains The above-mentioned peculiarities of a figurative meaning in this context and sport discourse terminology have led to a means ‘a combination of tactical actions phenomenon called ‘buzzwords’ (vogue behind an opponent’. words) by linguists in sport communication. Graphic illustrations help a lot. They play It arose from the need for quick and efficient on technique and tactics. The combination communication between players and coaches of context and graphic illustration is used during training and matches. To be sure, to find the equivalent term in Russian. For there are borrowed English terms in Russian instance, the compound term ‘low post’ sport discourse. Foreign coaches and players means ‘a tall player’, who usually acts as in top Russian teams are the source of these a central player in a game. The graphic borrowed terms. The following examples scheme of the tactical combination identifies were received from the informant-players the position of the player as being ‘low’, that of the team ‘Locomotive-Kuban’, who play is, he is in the ‘the low lane of a free throw’. in the top division of the Russian Basketball Thus, ‘low post’ is ‘a central player in the Men’s Championship, the European Cup low zone of a free-throw lane’. and the Euroleague. When the coach yelled Contextual verbal term combinations, “Deny!” all the players surround the players which are infrequently used and are limited to of the opposition team to prevent them from one idiolect and are used for specific actions getting the ball. “Defence!” is the signal for in a game using a ball represent difficulties all the players to defend. “Alley-oop!” is the in translation. A verbal component has no signal for a short player to pass the ball to sport terminological meaning and often a tall player, who then jumps, catches the differs in its figurativeness. Connotative ball and puts it in the hoop. “Drop-step!” meaning refers to the denotative meanings is the call for attack. “This is my house,” of the neutral verbs used in specific is what the fullback says when he blocks a combinations within a term system. It playmaker. causes associations that are peculiar to During training sessions, buzzwords

134 Pertanika J. Soc. Sci. & Hum. 25 (S): 125 - 136 (2017) Functional and Genre Stratification Problem of Modern Sport used by the team include: ‘hand-off’, which raises the question of choosing a language means ‘to pass a ball from hand to hand’, for communication and thought. The entropy ‘cross-over’, which is a trick movement, processes involve transfer, intervention when a player seems to move to the left (language sphere capture) and attraction only to suddenly veer sharply to the right (language damage) phenomena, which to trick his opponents and ‘buzzer’, which are involved in the poly-linguism process is when a ball is shot through the basket, that influences the processes of acquiring ending the game. new languages and conserving native ‘Team language’ is used by players languages. Modern society, entrenched during a game so that their intentions will in digital techniques and communication, not be understood by their opponents. This remains split in social, ideological and can be seen in English football discourse. national relationships. Understanding The Glossary of Soccer Terms, 2016, gives intercultural sport interaction remains the following example: ‘Robert’ could topical and problematic although sport plays a mean: “Hey, someone is in an offside a significant role in modern society. position; hold the ball, while players check their position.” There is no player named ACKNOWLEDGEMENT Robert; the name is simply a code that the First of all, the authors express their team have selected for one specific use so gratitude to Professor S. M. Akhmetov, as not to alert the referee or their opponents. the rector of Kuban State University of ‘Corner serve’ means ‘to run to the corner Physical Education, Sport and Tourism, D. with the ball’ and ‘in the mixer’ means ‘to Sc. (Pedagogy), for co-writing this article kick the ball into the net’. and for his support. The authors are also This discussion serves to show that the grateful to Professor V. V. Kostyukov, Head cognitive-pragmatic approach in ethno- of the Department of Sport Games Theory cultural studies is necessary for successful and Methodology, for providing the research communication in sport. Having generalised material. the empirical data of translation practice in sport, it remains for researchers to work REFERENCES out new models of sport discourse based on Berger, P. L. & Luckmann, T. (1966). The Social European languages. Construction of Reality: A Treatise in the Sociology of Knowledge. England: Clays Ltd. CONCLUSION Bloor, M., & Bloor, T. (2013). The practice of critical All the given parameters are equally discourse analysis: An introduction. London: important as sport mega-discourse is in Routledge. rapid evolution and presents a definite part Glossary of Soccer Terms. (2016). Private coaches. of any linguistic view of the world. The Retrieved from http://www.privatecoaches.com/ modern electronic-information society develop_a_vocabulary.htm

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Komleva, E. (2012). The test and discursive pointe du doigt Platini, Europe et Sarkozy. characteristics of the functional and semantic FranceTV Info. Retrieved from http://www. category appellativiness. Text-discourse- francetvinfo.fr/sports/foot/corruption-a-la-fifa/ style in the modern German ethno-culture. scandale-de-la-fifa-sepp-blatter-pointe-du-doigt- St. Petersburg: Russian State Pedagogical platini-l-europe-et-sarkozy_1148717.html University. Taylor, S. (2013). What is discourse analysis? Kudrin, S. (2011). Basic metaphors of sport discourse London: Bloomsbury. as text-generating models. Doctoral dissertation, Teun, V. D. A. (2011). Discourse studies and Moscow State University of M. V. Lomonosov, hermeneutics. Discourse Studies, 13(5), 609– Moscow, Russia. [Abstract]. 621. Lopez-Ferrero, C., & Bach, C. (2016). Discourse Trubcheninova, A. (2015). The linguo-pragmatic analysis of statements of purpose: Connecting characteristics of the modern sports media academic and professional genres. Discourse discourse (based on the material of the German Studies. language). Humanitarian, Socio-Economic and Lund, J. (2016). The not-so-secret shame of Sepp Social Sciences, 6(2). Blatter and the FIFA scandal. Rolling Stone. Yarmolinets, L., & Shcheglova, N. (2014). The word- Retrieved from http://www.rollingstone. formation structure of sport terminology in com/sports/features/the-not-so-secret- English. Physical Education and Sport – Science shame-of-sepp-blatter-and-the-fifa-scandal- and Practice, 4, 82–89. 20150529#ixzz47jbSykR7 Zilbert, B., & Zilbert, A. (2016). Sports discourse: Malysheva, E. (2011). Russian sport discourse: basic definitions and categories: research tasks. Linguo-cognitive research. Monograph (2nd Language, consciousness and communication: ed.). Moscow: FLINTA. A collection of articles (17th ed.). Moscow: Rauzy, C. (2015). Scandale de la FIFA: Sepp Blatter MAX Press.

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SOCIAL SCIENCES & HUMANITIES

Journal homepage: http://www.pertanika.upm.edu.my/

The Specifics of an Estimate Discourse of Gender Stereotypes in Small Forms of Folklore in a Network Discourse of Electronic and Information Society at the Beginning of the 21st Century

Zaineta R. Khachmafova1*, Irina S. Karabulatova2, Svetlana V. Serebriakova3, Anastasiya V. Zinkovskaya4 and Elena N. Ermakova5 1Department of German Philology, Adygea State University, 385000, Maykop, Krasnodar region, Southern Federal District, Russia 2The Peoples’ Friendship University of Russia, 117198, Moscow, Central Federal District, Russia 3Department of Translation Theory and Practice, North-Caucasus Federal University, 355009, Stavropol, Stavropol region, North Caucasian Federal District, Russia 4Department of English Philology, Kuban State University, 350040, Krasnodar, Krasnodar region, Southern Federal District, Russia 5Department of Philological Education, Tyumen State University, 626152, Tobolsk, Tyumen region, Ural Federal District, Russia

ABSTRACT Philosophers and historians considered society as the expanded family in the middle of the 19th century. The current state of the institution of the family is characterised by various parameters. The electronisation of the modern information society makes it possible for folklore to be easily shared among Internet users. Many of the crisis processes that are observed now in the family are the continuation of tendencies formed in those years when the family was the unique intermediary between the individual and society. Research testifies to this. Social, political and economic change in Russia in the past and at present make the study of the family especially interesting. Folklore available on the Internet, because of its small forms is convenient for sociological analysis. It provides anthropologists, culturologists and sociologists with additional data as other sources provide only fragments of statistics.

Keywords: Electronic and information society, ARTICLE INFO folklore, gender stereotypes, norm transformation, Article history: Received: 20 November 2016 folklore Accepted: 5 May 2017 E-mail addresses: INTRODUCTION [email protected] (Zaineta R. Khachmafova), [email protected] (Irina S. Karabulatova), [email protected] (Svetlana V. Serebriakova), National culture or folklore is an informal [email protected] (Anastasiya V. Zinkovskaya), collection of different types and forms [email protected] (Elena N. Ermakova) * Corresponding author of art that have entered the collective

ISSN: 0128-7702 © Universiti Putra Malaysia Press Zaineta R. Khachmafova, Irina S. Karabulatova, Svetlana V. Serebriakova, Anastasiya V. Zinkovskaya and Elena N. Ermakova tradition of a people. Folklore very precisely are characterised by the wide range of reflects reality, being part of culture and problems concerning society. “Folklore can depending less on ideology, official views be considered as the most exact barometer and norms. This genre is almost not subject of public opinion on different questions” to censorship and shows events as presented (Dandes, 2003, p. 189). National culture by their creators, and not according to the usually quickly and adequately reacts to legal taste or requirement of a ruling regime innovations and changes in sociocultural (Lebed, 2003; Logins, 1988; Toporkov). norms and reflects and estimates important One of the main differences between processes in public life. “Folklore,” as folklore information (as a part of culture) one of the founders of phenomenological and data from official texts is that it is not sociology, Schütz, put it, “is one of the types forced to adapt to the purposes and problems of standardization and an institutionalization of the state system. National culture seeks of behavior models.” “to give magnificent young growth in In recent years researchers have begun to those parts of the globe where there are study the erotic elements that are observable totalitarian modes and strict censorship... in folklore. The most prominent scientists Communication between these phenomena, understand the historical and esthetic value apparently, is inversely proportional” of forbidden, ‘treasured’ layers of Russian (Dandes, 2003, p. 189). folklore well enough. Their names are worth Works of folklore as material for social mentioning: Uspensky, Shane, Zhelvis, research have advantages not seen in other Plutser-Sarno, Toporkov, Loginov, Borisov, sources of information as they are created Trykova, Shcherbina’s (Harchev, 1979; “not by request” as “It is the peculiar store Karabulatova, Khachmafova, Bricheva, of popular wisdom crystallizing within Nescheretova, & Bersirova, 2015; Sheyn, centuries and reflecting various aspects 1903; Uspensky, 1994). Emergence of of ordinary life of many generations” the works of these writers is probably (Dandes, 2003, p. 189). Folklore is created, connected with the keen interest society transferred from person to the person and has shown in recent years in the subject lives in time, and all this has been apparent of intimate relationships (Ryazantsev, long before researchers appeared. In this Pismennaya, Karabulatova, & Akramov, regard the objectivity of folklore sources is 2014; Verkhovin, 1997; Zhelvis, 2001). rather high. “Folklore represents [a] socially ‘Dirty language’ in Russia was always authorized ‘outlet’ allowing society and its subject to moral sanctions; however, it is separate subgroups to express, overcome impossible to extend these estimates to and transform the fears, the inhibited folklore texts and to interfere with their desires, irresolvable conflicts, imperious analysis. As fairly noted by Plutser-Sarno, and destructive aspirations, etc.” (Dandes, “if we forbid studying the obscene, then it 2003, p. 189). Works of national culture is all the same as though within fight against

138 Pertanika J. Soc. Sci. & Hum. 25 (S): 137 - 150 (2017) The Specifics of an Estimate Discourse of Gender Stereotypes drugs forbade experts to study a problem Medkov, Sinelnikov, Sorokin, Le-Ple and of drug addiction....” Many specialists Zimmerman. It is also seen in the classics in folklore and philologists have argued of philosophy, philology, history and about the need for attentive studying of sociological science written by authors ‘naughty’, ‘obscene’ chastushkas, and such as Thomas Hobbes, Immanuel Kant, their historical roots, for example, in the Herbert Spencer, Henri Bergson, Sigmund publications of Kulagina, “Sensuality in Freud, Lunacharsky and Propp. Modern Russian chastushka” and “O, folklorable!” local and foreign sociologists, philologists, and Toporkov’s “Sensuality in Russian philosophers, specialists in folklore and folklore” (Toporkov, 1995). ethnographers such as Akhiyezer, Zhelvis, The object of this research was change Kasareva, Dmitriyev, Lisovsky, Vdovina, in sociocultural norms and values governing Martynova, Kulagina, Khachmafovoy, the relationships in a family and between Karabulatova, Plutser-Sarno, Toporkov, a family and society as recorded in small Uspensky and Dandes also explored it. forms of oral folklore. Social research into Noted works that used folklore as analysis folklore, especially small forms of folk art material include Dmitriyev’s “Humour (chastushka, anecdote, proverb), reveal Sociology” and “Sociology of Political their close connection with certain periods Humour”, Verkhovina’s “Models of of history, efficiency of response to the Economic Behavior and Their Verbalization topic of the day and their possible use as an in Russian Folklore” and “Experience of information source that does not depend on Interpretation of Monetary Stereotypes in the researcher or official views and norms. Russian Folklore” (Verkhovin, 1997). The sociological analysis of small forms However, the listed works provide a of folklore shows that in the first third of fragmentary perspective of the family. The the 21st century the priority of private actual reasons for the breakdown of family life in relation to family life has begun to and marriage are not exactly clear. Detailed weaken in mass consciousness. Today such analysis of the institution of the family is benefits as family responsibility, the value lacking. Works that come the closest to it of children as deposits for a safe old age are those by Lebed, “What is chastushka?” and the authority of parents are gradually and “A Sociological Portrait of a Modern becoming less pronounced as other values Family” (Lebed, 2003; Lebed, 2000). such as individualism, independence and Researchers Karabulatova and Hachmafova personal achievement are celebrated. (Karabulatova et al., 2015) also devoted time to studying the problems of the family METHODS institution and the relationships within a The family in crisis is the theme of the family on the basis of processing gender works of local and foreign sociologists prose. However, there is very little work on such as Antonov, Arkhangelsky, Borisov, studying the family and family relationships

Pertanika J. Soc. Sci. & Hum. 25 (S): 137 - 150 (2017) 139 Zaineta R. Khachmafova, Irina S. Karabulatova, Svetlana V. Serebriakova, Anastasiya V. Zinkovskaya and Elena N. Ermakova using folklore. other public institutions in certain historical This research used the integrated contexts. At the same time, the chastushka approach, making use of interdisciplinary, is considered a sub-category of the song as comparative-historical, structurally an art form together with the categories of functional and institutional approaches. family biography and history. (TABLE 1) The novelty of this work lies in the The analysis of chastushkas in this complex application of various methods research demonstrated that in choice of research (quantitative, qualitative, of marriage partner, people look for comparative-historical) for studying characteristics similar to their own, as seen ordinary interpretations of family norms in the following example: and values of the past and the present as People say that I’m unpretty seen in folklore. Research traditions of I don’t try catch fancy such wide-ranging disciplines as philology, And all pretty handsome boys history, cultural science, anthropology and Not so interest me psychology are employed in this research. I go through a mountain I go through sublimity RESULTS I’m a poor girl-orphan The family in a chastushka acts as a social Orphan-boy walks out with me. institution functioning in interaction with

Table 1 Theme hierarchy in small forms of folklore about the family

In % of all N Theme ‘family’ chastushkas 1. Courting, advances, courtship, marriage selection criteria, disagreement and quarrelling between partners 53.51%

2. Intra-family relationships 16.91% 3. Deviations from norms (adultery, illegitimate birth, multiple sexual partners*) 10.99% 4. Sexual relationship 9.77% 5. Homosexuality, zoophilia, prostitution 3.25% 6. Divorce, alimony 1.61% 7. Wedding, marriage 1.21% 8. Voluntary renunciation of marriage and childbearing 1.15% 9. Contraception 0.50% 10. Abortion 0.28% 11. Other 0.87% Total 100.05%** *Multiple partners refers to having more than one sexual partner at a time **The amount exceeds 100% because of rounding to the 100th share

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Winch agreed with Weininger that cost... and what he receives – remuneration.” in relationships, people are attracted to Potential partners, according to Homans, traits that are opposite to their own. In our are guided by an assessment of qualities research we did not find confirmation of both social and personal when choosing this theory. The following chastushkas, for a candidate for marriage. If the potential instance, shows that in selecting a marriage spouse possesses characteristics that are partner, young people, as a rule, look for mutually valued, the ‘price’ is determined similarity of temperament. and agreed on and the exchange can take Silver water, silver stream, place. Otherwise, there is conflict. Our Silver gentle river. research confirmed Homans’ theory. At Need to find a guy for me: least, judging by chastushkas, future spouses Battle and forever. are guided by similar criteria. Senter, in refining the theory of Spruce is growing on a mount, complementary needs, offered the tool It is growing on the summit, concept. In his opinion, people choose Give me younger, dear God spouses whose characteristics provide the To my beauty that I’ve got. maximum satisfaction of their requirements Despite confirmation of these theories, at minimum cost to themselves. Senter there is no sufficient basis for predicting recognised that some requirements were the success of a marriage. Family stability crucial for men, such as leadership in the and compatibility between spouses is not family, while others were crucial for women, defined only by their personal and specific such as privacy, care and concern. It is and psychological features. Many other necessary for a successful marriage that circumstances influence the success or men and women’s requirements are matched disintegration of a marriage. One major and fulfilled, as revealed by our analysis of psychological factor that can affect the chastushkas. This idea extends to how youth outcome of family life is producing children. ought to be treated, as shown below: The prospect of “remaining unmarried It is necessary to mow the grass, for too long (for women)” or “remaining Leave of which winds. single (for men)” because of the need to We must love those guys, carefully select a spouse does not frighten Affectionately for us. young people today. Careful selection Homans offered another perspective of of one’s future spouse can drag on for choice of marriage partner. He stated, “... years, resulting in several marriages or social behavior represents an exchange of trial marriages. Table 2 shows the popular values, both material and non-material... criteria Russians expect in a spouse today. the person “exchanges” some qualities for Figure 1 shows that physical appearance qualities and properties of other people... and background are important criteria in a What is given by the person can be for him future spouse.

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Table 2 Diligence and skill are also important Criteria of marriage selection criteria that a spouse should have. This is Criteria of marriage shown in certain chastushkas and folklore. It Percentage selection is illustrated by the following proverbs and 1. External data 22.62 sayings: “Good for good, and hard-working 2. Social status 13.86 for our brother,” “From a face of water not 3. Potentiality/Sexuality 7.84 to drink, was able to bake pies” and “Beauty 4. Financial position 7.67 5. Influence of parents 6.62 will get accustomed, and Russian cabbage 6. Character 6.53 soup does not sip.” However the importance 7. Age 5.31 of these criteria have declined over time. 8. Absence of addictions 3.85 The chastushkas show that during the time Marital status of the 9. 3.02 of the revolution and civil war diligence was partner an important attribute in a future spouse but 10. Territorial closeness 2.65 it is less so in modern times. 11. Creative abilities 2.41 12. Education 2.37 The example below highlights the 13. Nationality/nationality 2.36 important criteria: 14. Heroism 2.12 Will you marry me, dear girl, 15. Family origins 2.05 I can work the best of all: 16. Gravity of intentions 2.02 Reap and mowing, milking cows, 17. Morality/morals/chastity 1.65 18. Diligence 1.47 Flailing in the both my arms. 19. Though what, but that was 0.44 And all our little girls 20. Pity 0.07 They don’t know how sew the shirts. 21. Religiousness 0.02 Stitching set they in advance 22. Other 3.04 They don’t have the chance to get Total 99.99* married. *The total does not add up to 100% because of rounding to the 100th share.

Figure 1. The significance of background as a selection criterion of marriage (as a percentage of the total number of chastushkas on marriage)

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During the time of revolution and civil weakening of traditional morals and the war, the chastushkas reveal that marriages increase in premarital sexual activity. The were made with an economic motive increase in sexual themes was also seen in behind them. In later years, what was comic folklore, as shown below: more important was standard of living in Funny times the country, followed by the aspiration of For all us started youth to improve their financial position. Fashion girls In modern times wealth is a prominent So early is matured. theme (21.72%) and young people look to Little daughter in the play school gain financial security by marrying a rich Her virgin was broken by somebody spouse. This tendency is clear in the songs fool. of the early 1990s, which did not seem to There was a time when I was so be concerned with the source of the future daring, spouse’s wealth as long as he or she had a I was sleeping with guys sizeable amount of it. When I was thirteen The third important criterion seems And was so despairing. to be the ability of the partner to sexually satisfy his or her mate. This criterion gained However, it should also be noted in all importance at the end of the last century and fairness that the criteria of morality and continued into the present one. Up to the chastity also grew at the same time. time of the Great Patriotic War it did not Our research showed that the youth seem important but it gained prominence tend to ignore the counsel of their elders on in the 1970s and the 1980s. This criterion marriage. One of the most significant criteria was not important in traditional society as of marriage selection in Russia traditionally women were not expected to have sexual used to be personal character that revealed experience before marriage. Claims of the attributes of the future spouse. This sexual dissatisfaction in most cases were put is the sixth important criterion seen in forward by women turned off by impotence. the chastushkas. The important personal Proposals were rejected for this reason, as attributes were kindness, masculinity or seen in the following chastushkas: femininity, a cheerful disposition and honesty. These were deemed important I’ve caught a noble eagle. for building a strong family. Where these I’ve wooed and got the mitten qualities were lacking, the couple would It’s because my dick is tiny. break off the relationship: Proposal is not so funny. You should marry without crank. I’m walking, dear’s plowing Cock must be with quality mark. Plowing on a tractor sod We’ve walked and we’ve broken Such themes became possible because Pity, but we don’t forge a bond. of the drop in the age of puberty, the

Pertanika J. Soc. Sci. & Hum. 25 (S): 137 - 150 (2017) 143 Zaineta R. Khachmafova, Irina S. Karabulatova, Svetlana V. Serebriakova, Anastasiya V. Zinkovskaya and Elena N. Ermakova

Krasovsky has pointed out that women, were becoming reconciled to the fact that especially those who were more mature, children wanted to make their own selection value good character very highly (53%). of marriage partner, the importance of this While men of all ages also value good criterion dropped sharply. However, this character, they do not seem to value it as changed again during times of war when highly as women do (40%) (Krasovsky, a disparity in the number of available 1994). marriage partners arose (Figure 2). Age seemed to have a special bearing on The high importance of age at marriage marriage selection. This was connected with is confirmed by numerous studies and the traditional views of the suitable age for men statistical data they have collected. Women and women to marry and the age difference who married much older men seemed to do that should be between them. In the first so for their high social status whereas men post-revolutionary years, there was a sharp seemed to prefer very young girls because decline in marriage at a young age, probably of their attractive appearance. because young people were no longer Another important criterion was inclined to consider their parents’ wishes lack of addictions, which is eighth in regarding who or when they married. This importance as a criterion of marriage rebellion is captured in some chastushkas: selection. However, its influence has varied at different stages of Russia’s history. Mother settled me whitebeard, During the pre-revolutionary period, the I’ll pull out him his beard. 20th century and the Great Patriotic War, Please don’t woo me, gramp the percentage of chastushkas in which We cannot to build a camp. harmful addictions of the partner are I’m so young, and you’re old mentioned as being a hindrance to marriage I’m not going marry grandpop. is approximately identical: 2.28%, 2.23% In the 1930s when the older generation and 2.08%, respectively. In the 1950s and

Figure 2. The criterion of age in marriage selection (as a percentage of the total number of chastushkas on marriage)

144 Pertanika J. Soc. Sci. & Hum. 25 (S): 137 - 150 (2017) The Specifics of an Estimate Discourse of Gender Stereotypes

1960s the figure was 4.45%, and in the It’s really funny joking. 1970s and 1980s, it grew to 17.88%. Today, But, dears smoking girls, it has fallen to 1.92% again. Apparently, Do you want to look heinous? these changes are connected with the Drug addiction is a huge problem for dynamics of channelling addiction among modern Russia. A closely related problem is youth and the attitude towards addiction the diseases that accompany it such as AIDS, in society. Today, it is impossible to find a hepatitis, tuberculosis and venereal diseases. partner who does not have addictions: “you In recent years the number of people using will not find not smoking women now,” HIV drugs has increased; among them are is how one chastushkas puts it. Another infected expectant mothers and women attests that young people are forced “to who work. “Mother does not get forces cave in under the changeable world” and to finish drugs and to carry out pregnancy to be content with things the way they are. prevention. Most often after the child’s birth Addiction was previously attributed to (sometimes healthy) the mother refuses it... men but in these post-war years, judging .” Even when the mother keeps her child, by the chastushkas, it is attributed more the child’s future is bleak because of disease frequently to women as women today are and social stigmatisation. Komi Clinic drinking, smoking and using drugs on an reported that 198 children are being raised equal frequency with men. More and more in families where the parents use drugs. The young women of reproductive age are now chastushkas touches on this issue, referring smoking. According to the World Health to the situation without condemning the Organisation (WHO), Russia is among parents: the countries with the highest percentage of smokers, and nearly 50% of Russian Hey, Ivan, don’t mess around women who work smoke. This cannot but be I’m going through cold turkey reflected in the health of the newborn. This Calm the baby, I’m so downed is referred to in some chastushkas: And iron diapers.

No more smoking! - I’ve requested Communication with the married person But she’s gave birth me smoked girl increases eventually. According to our data Many times it was suggested. the importance of marital status gradually Smoking mother is crud at all declined over the years. It was important Such “equality” not really it is pleasant in the 1930s, and the chastushkas (10.77%) to men: demands that prospective partners had to Seagull eating apples be single. In the 1970s and 1980s, however, Only with a dearth this demand dropped (4.16%). In modern Don’t try look brides Russia monogamy is widely practised, Among smoking girls while the percentage of remarriages is 26- And think that all stop smoking - 28%, and 80% are divorced (Medkov, 2003;

Pertanika J. Soc. Sci. & Hum. 25 (S): 137 - 150 (2017) 145 Zaineta R. Khachmafova, Irina S. Karabulatova, Svetlana V. Serebriakova, Anastasiya V. Zinkovskaya and Elena N. Ermakova

Ostrovskaya, Karabulatova, Khachmafova, DISCUSSION Lyaucheva, & Osipov, 2015; Ryazantsev et The interest in the problem of changes al., 2014). “Each person, at least, happening in the institution of the family theoretically, is always a potential spouse arose in the social sciences in the second half for all persons of the opposite sex. In this of the 19th century. Significant contributions case the fact that the state in marriage does to this study were made by the Swiss not limit the person at all in the sense that historian Johann Jakob Bachofen, the he continues to remain the possible spouse Scottish lawyer John Ferguson McLennan in the latest marriages is important.” and the American ethnographer Lewis-Henri Territorial proximity (neighbourhood) Morgan. Their efforts lay the foundation is an important factor in marriage selection. for a more evolutionary approach, and new This concept includes not only geographical ideas regarding marriage and family were distance, but also collaboration (in the introduced (Antonov & Sorokin, 2000). village housekeeping). One chastushkas Friedrich Engels (Engels, 1982) and Pierre noted: “Do not give far in marriage,” “you Guillaume Frédéric Le-Ple then introduced do not love the maid distant,” “because a sociological perspective to this study. of distant paths left a lover.” Influence of Friedrich Engels was one of the first to this criterion on the choice of the marriage investigate the transforming influence of partner has gradually decreased, and among the economic development of society on the modern chastushkas we did not manage to family, while Le-Ple paid attention to how find any songs that demanded territorial family dynamics could influence social and proximity. economic processes. Locally, Kowalewski The chastushkas also refers to creative led research into changes in the family ability as a criterion (2.41%). This quality institution as a result of changes in social is most often shown by girls. In this case structure, while Sorokin introduced the it is not about special talents, but rather idea of “crisis of family” (Sorokin, 1994). the ability to entertain the partner by, for During the Soviet period Harchev (Harchev, instance, clowning around, dancing, singing 1979) made huge contributions to this area or playing a musical instrument. Once again, of study through his complex analysis of we see here an orientation to short-term marriage and the family in Soviet society relationships based on superficial interest. of the second half of the 20th century. He The 12th criterion considered important proposed the use of the structural functional in a marriage partner is education level. The approach to analyse matrimonial relations. importance of this criterion has grown with Scientists today do not always agree the strengthening of the country’s economy on the reasons and consequences of the and social structures. During times of social present condition of the family institution. crisis such as repressions and war, this In local sociological studies, two main criterion was not as important, however. concepts have become prominent, that of

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‘crisis’ and ‘progressivist’. Supporters of the resonate with children, youth, adults and crisis approach, Antonov, Borisov, Medkov the elderly. A special category of folklore and Sinelnikov, among others (Antonov & is the humorous or comic genre such as Borisov, 2006; Medkov, 2003; Sinelnikov, chastuskas, anecdotes, taunts, nicknames, 1989), considered that the deep decline of nursery rhymes and arcanas. Humour and the family was a result of industrialisation, comedy are vital aspects of culture and will which in the long run, led to unforeseen always have appeal and legitimate function negative influences that resulted in the in social relationships. destabilisation and destruction of the family institution. Another reason for the CONCLUSION breakdown of the family institution was We can conclude that in the middle of the the anti-family policy of the state, the second decade of the 21st century, the researchers contended. family as an institution and marriage are no The opposite point of view was argued longer as important as they once were. New by Vishnevsky, Volkov, Hunger, Darsky etc. social norms are being fixed now, and these (Golod, 2008; Vishnevsky, 1992; Krasovsky, include having fewer children. The family is 1994), who considered the changes as no longer the centre of education of young being the positive processes connected children as families are incomplete, with with modernisation and democratisation of single parents, especially single mothers left social structures. In addition, adherents of to raise children. feminist theory in their aspiration as much as The evidence presented by forms of possible that women should be emancipated, small folklore is that the family structure has sharply criticised traditional family values, undergone serious change in every decade including marriage and motherhood, as (Antonov & Sorokin, 2000; Ostrovskaya et being serious hindrances to self-realisation al., 2015; Ryazantsev et al., 2014; of the woman as an individual (Ayvazova, Sinelnikov, 1989). Marriage and the family 1994). have become devalued (Karabulatova et The differing views presented in the al., 2015; Voronina, 2004; Zdravomyslova, literature and the lack of objective data in 2003), while single life is widely accepted. this area make folklore an important source Marriage is no longer considered for life of information for social research into this and short-term relationships are common important subject. Studying folk art gives us (Volkov, 1986; Voronina, 2004; Zhelvis, the chance to better understand how people 2001). Research seems to show that the at one time perceived family and marriage. opponents of a complete family are generally The majority of folklore is universal in women (Antonov, 1986), who seem to think theme, tone and conclusions and folklore that the participation of men is necessary is indeed a genre that appeals to all strata only to conceive children and nothing else. of society as it contains life situations that With no new social norms and incentives for

Pertanika J. Soc. Sci. & Hum. 25 (S): 137 - 150 (2017) 147 Zaineta R. Khachmafova, Irina S. Karabulatova, Svetlana V. Serebriakova, Anastasiya V. Zinkovskaya and Elena N. Ermakova marriage or its strengthening and for having social sciences. Moscow: MSU. a complete family, familicentrism seems to Lebed, O. (2003). What the chastushka will tell have given way to egocentrism as the new about? (experience of the sociological analysis norm of Russian society. of television programs, on the example of “Hey, Semenovna!”. Bulletin of The Moscow REFERENCES University. Sociology and Political Science, 18, 170-181. Antonov, A., & Borisov, V. (2006). Population dynamics of Russia in the 21st century and Logins, K. (1988). Maiden ritualism of Russians of priorities of population policy. Moscow: Key-S. Zaonezhya. Ceremonies and beliefs of the people of Karelia. Petrozavodsk. Antonov, A., & Sorokin, S. (2000). The fate of the family in Russia in the 21st century. Moscow: Medkov, V. (2003). Demography. Moscow: Infra-M. Publishing house Grail. Ostrovskaya, T., Karabulatova, I., Khachmafova, Antonov, A. (1986). Number of children of family: Z., Lyaucheva, S., & Osipov, G. (2015). The Yesterday, today, tomorrow (1st ed.). Moscow: discourse of the Russian elite in the ERA liquid Think. modernity as a problem of ethnic, social and cultural security. Mediterranean Journal of Ayvazova, A. (1994). The sisterhood at world Social Science, 6(3S4), 147–154. latitudes. “You and We”, 10. Ryazantsev, S., Pismennaya, E., Karabulatova, I., Dandes, A. (2003). Folklore: Semiotics of N or & Akramov, C. (2014). Transformation of psychoanalysis: A collection of articles. Moscow: sexual and matrimonial behavior of Tajik labor Eastern literature. migrants in Russia. Asian Social Science, 10(20), Engels, F. (1982). Origin of the family, private 174–183. property and state. Moscow: Politizdat. Sheyn, P. (1903). The parody in folk song art. The Golod, S. (2008). The sociological and demographic Literary Magazine of I. Yasinsky, 3. analysis of a status and evolution of a family. Sinelnikov, A. (1989). Marriages and birth rate in the Sociological Researches, 1. USSR. Moscow: Science.

Harchev, A. (1979). Spoilage and a family in the Sorokin, P. (1994). Generally available textbook of USSR. Moscow: Think. sociology. Articles of different years. Moscow: Karabulatova, I., Khachmafova, Z., Bricheva, M., Science. Nescheretova, M., & Bersirova, A. (2015). Toporkov, A. (1995). Songs. Ceremonies and Linguopragmatic aspect of “search for the ideal” ceremonial folklore. Folk theater. Plots. Riddles. in the discourse of female fiction as a reflection Chastushkas. Moscow: Ladomir. of matrimonial-demographic and sexual behavior in contemporary Russian society. Review of Uspensky, B. (1994). Mythological aspect of the European Studies, 7(6), 35–45. Russian expressional phraseology. Moscow: Language and culture. Krasovsky, B. (1994). Choice of the marriage partner. Sociological Researches, 12, 89–93. Verkhovin, V. (1997). Experience of interpretation of monetary stereotypes in the Russian folklore. Lebed, O. (2000). A sociological portrait of the Social Sciences and Present, 4, 175. modern family. Thesis of the PhD candidate of

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Vishnevsky, A. (1992). Evolution of a family and a Zdravomyslova, O. (2003). Family and society: gender family policy in the USSR (1st ed.). Moscow: measurement of the Russian transformation. Science. Moscow: publishing group URSS.

Volkov, A. (1986). A family – object of a demography. Zhelvis, V. (2001). Battlefield. Foul language as social Moscow: Think. problem. Moscow: Ladomir.

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Pertanika J. Soc. Sci. & Hum. 25 (S): 151 - 164 (2017)

SOCIAL SCIENCES & HUMANITIES

Journal homepage: http://www.pertanika.upm.edu.my/

The Evolution of the Concept of Public Health in Modern Youth Discourse

Margarita S. Vyhrystyuk1*, Tatiana P. Rogozhnikova2, Galina I. Semenova3, Irina A. Shusharina4, Elena A. Savelyeva5 and Olga V. Kunygina6 1Department of Philological Education, Tyumen State University, 626152, Tobolsk, Tyumen region, Ural Federal District, Russia 2Department of Russian, Slavic and Classical Linguistics, Dostoevsky Omsk State University, 644053, Omsk, Omsk region, Siberian Federal District, Russia 3Department of Physical Education Theory, Ural Federal University named after the First President of Russia Boris Yeltsin, 620002, Ekaterinburg, Sverdlovsk region, Ural Federal District, Russia 4Department of Foreign Languages of Humanitarian Specialties, Kurgan State University, 640669, Kurgan, Kurgan region, Ural Federal District, Russia 5Department of Philology, 628012, Yugra State University, Khanty-Mansiysk, Khanty-Mansiysk Autonomous Okrug – Ugra, Ural Federal District, Russia 6Docent, Chelyabinsk Institute of Retraining and Improvement of Professional Skill of Educators, 454000, Chelyabinsk, Chelyabinsk region, Ural Federal District, Russia

ABSTRACT Health serves as an objective prerequisite for social activity in any efficient social structure. The position of people in an unequal system influences their behaviour and society’s resources through socio-cultural and socio-economic factors in the health sphere. The concept “health” and its opposite term, “illness”, are subjective phenomena of culture, and not only the characteristics of a body’s physiological state. However, semantically, in modern Russian consciousness, “illness” has far-reaching associations. The sociological context of public health is extremely important. From the social point of view, health is presented as an objective factor for the self-actualisation of individuals in society; consequently, it is one of the parameters of the quality of life for individuals and social ARTICLE INFO groups. The results of this research can Article history: Received: 20 November 2016 serve as a basis for a comparative analysis Accepted: 5 May 2017 of health and disease in various cultures, E-mail addresses: [email protected] (Margarita S. Vyhrystyuk), the importance of which is emphasised in [email protected] (Tatiana P. Rogozhnikova), the literature. [email protected] (Galina I. Semenova), [email protected] (Irina A. Shusharina), [email protected] (Elena A. Savelyeva), Keywords: Health, medical sociology, public health, [email protected] (Olga V. Kunygina) * Corresponding author social work, the youth

ISSN: 0128-7702 © Universiti Putra Malaysia Press Margarita S. Vyhrystyuk, Tatiana P. Rogozhnikova, Galina I. Semenova, Irina A. Shusharina, Elena A. Savelyeva and Olga V. Kunygina

INTRODUCTION that state in which we do not suffer from any Public health has been researched since the pain and are not limited in our life activity.” beginning of the 1990s. Health is defined as Absence of the symptoms of illness is not a key social problem in the works of Medik a guarantee that the pathological process (2003), Venediktov, Matros (1992), Lisitsyn, does not begin or end in the human body Yuriev (Yuryev & Kutsenko, 2000). Social (Moscovici, 1961). The World Health inequality and lifestyle limit access of some Organisation (WHO) considers health as a groups to healthcare service and resources. positive state that characterises a person in These important parameters have been general and defines him as being in a state of the subject of much research as out new full physical, spiritual (psychological) and methods and approaches to solving them social well-being, and not just as disease are worked out (Eliseeva, 1997). clearance and disability (Sim & Mackie, While the literature defines the problem 2016). This confirms the need for a topical of social differentiation in health, but it does study of social differentiation in health not explore it in much depth or provide using a representative sample that considers answers that are adequate. Population the complexity of the key parameters that samples have not been studied with the define health such as the social, economic, objective of discovering the reasons for demographic and cultural parameters. this differentiation. This may be seen in The modern socio-economic, techno- articles written by Medik and Osipov industrial and political development of (2005), Tapilina (2004), Panova, and society is the result of the global strategy of Rusinova (2005) and Shilova (2007). Social progress of human civilisation, intensifying differentiation analysis in health, which has and raising in an uncommon way the value led to the development of theory and social of human resources. However, it also reveals practice, should be carried out at population а conserved tendency to ‘traumatise’ the and representative level. However, this has population; assault from the industrial, not been implemented as yet. politico-military, terroristic and other social Doctors have paid much attention to elements can often lead to physical injury defining the concept ‘health’ since the advent and damage to people, causing them to of scientific medicine. Defining health and suffer poor health. In modern society, we its parameters remains a vital subject of see many with physical disorders today discussion in the medical field. One may and the segment of society that seems to be say that health is disease clearance. Health most affected by this is the young, active may also be understood as a day-by-day population of the country. When the youth condition and state of the individual (Today, of a nation are in ill health, it becomes you are not ill; therefore, you are healthy). severely handicapped in its socio-economic, In the second century, the famous doctor socio-politic, cultural and moral life. Public Galen from Pergamum wrote, “Health is health, then, is a concept of modern life that

152 Pertanika J. Soc. Sci. & Hum. 25 (S): 151 - 164 (2017) Evolution of the Concept of Public Health in Modern Youth needs immediate investigation. rejected because they were only partially completed. Social images of health and METHODS illness and the peculiarities of image The operational scheme of public health dynamics were the subject of the research. used in various studies, as a rule, has been We made an assumption that there was a based on the position of people in society change in social images of health and illness depending on their adaptation to modern in society today. However, we believe that living conditions and medical statistics. In the polarity of ‘strength’-‘weakness’ that is our opinion, this scheme does not reflect the true of health remains unchanged. A change concept of public health in a poly-cultural in images of health deals with the elements society as the character of such a society that attend healthcare activities. A change imposes specific tendencies on public health in images of illness deals with the elements and therefore, studying public health in the that indicate how it is being cured. context of such as society requires another The main method of research was the approach. In such a context, it would be questionnaire. The questionnaire consisted more important to diagnose the sociological of three parts. The technique of associations context of public health for the purpose was used for finding out the structure of of finding out how obvious realities of a ideas about health and disease in the first poly-cultural society are manifested in the part. The second part contained questions health of the people as well as to find out about health support measures, health risks the ensuing results of such manifestation. and the groups in which these problems are The aim of this research, conducted usually discussed. The third part included in the period 2015-2016, was to study the demographic questions. The received data peculiarities of the social images of health were analysed. The prototype and content and illness among youth and to learn the analyses were used. dynamics of these images (Eidson, Clancy, One point of view describes the health & Birkhead, 2016). The analysis of these of an individual as the process of preserving images, we believed, would indicate what and developing biological, physiological young people think and feel about health and and mental functions in order to perform illness and to discover whether their image at optimum level at work and in social of health is strong and firm. The object of activities. Modern researchers suggest the research was the youth. Two hundred modifying this concept: In medicobiological and ten students of different specialties, aspect, health is the state of an organism in including students who were working and it is capable of self-improving, developing studying, took part in the research; of the its bio-physiological functions and being total, 170 were women and 40 were men. active in changing environmental conditions without stable changes in the internal They were aged 18 to 35 (Мage=20.9 years old, SD=3.4). Seven questionnaire were environment. In terms of psychology and

Pertanika J. Soc. Sci. & Hum. 25 (S): 151 - 164 (2017) 153 Margarita S. Vyhrystyuk, Tatiana P. Rogozhnikova, Galina I. Semenova, Irina A. Shusharina, Elena A. Savelyeva and Olga V. Kunygina hygiene, health is the person’s capability organism and its possibility of continuous for integral behaviour that is focussed on harmonious growth and social and economic satisfying his own needs, including the development. The level of public health need for self-development and meeting the serves as the best and most comprehensive requirements of the social environment, indicator of living conditions on which it state and society. depends. Public health is not something The health of a person is largely a causal static and locked; it is in constant flux phenomenon. It can be mainly determined depending on external and internal by internal causes and depends on many situations. Characterising a certain level causal internal processes and factors. of any community’s health captures a Health parameters cannot serve as a reason ‘photograph’ of its medico-demographic for making decisions that are directed on status. The dynamics of vital potential optimising the living conditions of large losses, nosological profile transformation groups of the population. The average health and changes in length of life are a series level of the population always serves as an of such photographs. It is these that indicator of the environment’s favourable or allow us to understand the essence of the negative influence on people. The concept medico-demographic phenomenon that is of public health is used to solve social, happening. They also allow us to find ways economic and political problems that affect of predicting public health status objectively the health of the people. and of working out the ensuing life-saving Public health is the main feature or measures. property of a human community. It is the The problems of defining the quality natural reflection of the adaptive reactions of public health are inseparable from the of each member of the community as well population’s living standards. It is well- as the whole community’s ability to fulfil its known that health status is determined not social and biological functions under specific only by the health system, but also by living conditions. Public health parameters can be conditions in the country. Modern living significantly different from one another standards are measured by indicators that under various different social and economic, include employment and social protection eco-hygienic and natural conditions. This of the population, individual status and allows us to talk about different qualities personal liberty, ethics and legal, social and of public health. The specificity of regional medical norms, education and culture and living conditions determines the probability provision of citizens with the main material degree for achieving the best level of and spiritual benefits, including a sanitary health and creative work in the individual’s and natural protection. The self-protective lifetime. behaviour of the population i.e. people’s Public health also characterises attitude towards their health and that of their the viability of all society as a social relatives also has great significance.

154 Pertanika J. Soc. Sci. & Hum. 25 (S): 151 - 164 (2017) Evolution of the Concept of Public Health in Modern Youth

RESULTS the creation of ‘civilisation armour’ that can Our research showed that the health of protect people from negative environmental the nation depended on the health system impacts. The biological properties of each state only by 15%, on genetic factors by person and environmental conditions 20%, on ecology by 25% and on social influence public health (Figure 1). and economic conditions and a person’s Based on the model developed by the way of life by 55%. Autonomous nonprofit experts from WHO, Lisitsyn, in 1987, organization Levada Center conducted a suggested grouping risk factors by health research project called Kuryer-2008-11 in value. 2008, which showed that nearly 93% of Table 1 shows socio-economic factors the respondents defined health as a special such as way of life, environmental conditions important purpose in life (“The All-Russian and genetic background affect health Archive of Sociological Data”, 2016). greatly, while natural conditions also define Conditions, circumstances and many features of the population’s health. special reasons that are all risk factors Socio-economic factors have the greatest for contracting and developing diseases influence on health. They include: are more responsible for the quality of • living conditions, including housing public health than others. The projection size and quality, district heat of risk factors on the reasons for premature supply, water supply and sewerage mortality, developed by experts from WHO, available; confirmed that there are enough accurate • redevelopment of the area; correlations between risk factors and the change in public health level. • degree of urbanisation of the area; Science, facilities, architecture, transport • quality of recreation resources; means and sanitary infrastructure promote

Figure 1. Model of the role of external and internal factors influencing public health by experts fromWHO

Pertanika J. Soc. Sci. & Hum. 25 (S): 151 - 164 (2017) 155 Margarita S. Vyhrystyuk, Tatiana P. Rogozhnikova, Galina I. Semenova, Irina A. Shusharina, Elena A. Savelyeva and Olga V. Kunygina

Table 1 Risk factor grouping

Health value by Groups of risk factors based on Sphere volume weight, % lifestyle and socio-economic conditions Lifestyle and socio- 49-53 Smoking, tobacco consumption, unbalanced improper economic conditions feeding, alcohol consumption; harmful labour conditions, stress situations; adynamia, hypodynamia; bad living circumstances and conditions, drug usage, drug abuse; unstable families, loneliness; low educational and cultural levels; excessive urbanisation Genetics, 18-22 An underlying risk for hereditary and degenerative anthroposomatology diseases; cancer Quality of external 17-20 Air pollution, water and soil pollution; housing pollution medium, natural and food contamination; health hazards; a sharp change environment in weather; increased radiation, increased magnetic and heliospace radiations etc. Healthcare service 8-10 Inefficient preventive treatment; low quality of medical care

• addictions (alcoholism, smoking, The next biggest influence comes from drug addiction); the environment and the degree to which it • quantity and balance of dietary is polluted: intake; • the air; • the population’s revenue position; • natural open and subsurface waters; • development of social assistance • the soil; to needy groups of the population; • geological structure of the area; • availability or lack of good jobs; • plants and wild animals. • availability and quality of education; Clearly, the elements of public health • influence of information to change always have a certain regional specificity. people’s mentality; For instance, there are diseases that are • family dynamics and issues of mainly determined by physical factors such morality: divorce, abortion, suicide, as low air temperature, high humidity, strong crime, including murder; winds, a sharp drop in atmospheric pressure, very active geomagnetic phenomena etc. in • migration mobility (for instance, polar areas. During geomagnetic storms, moving from rural areas to the city); they can cause ailments such as flu and flu- • specificity of lifestyle in regions like illnesses, meteosensitivity, catarrhal with various natural, social, ethnic diseases and cardiovascular system disorder. and religious features. Biological element hazards include viruses and vectors that transmit disease like

156 Pertanika J. Soc. Sci. & Hum. 25 (S): 151 - 164 (2017) Evolution of the Concept of Public Health in Modern Youth mosquitoes, ticks, poisonous plants and each regional group of the population and to animals. Different diseases are located in compare different regions with each other. different geographical conditions. The results of this assessment will indicate The quality of public health can be the health level of different regions in the estimated using many indicators, but the country such as optimum level of health and most important and reliable are as follows: poor level of health. life expectancy (LE), standardised mortality Health assessments play various roles rates (as co-factors and main factors), in the life of societies and groups; they infant mortality, general diseases and are extremely difficult to make and are social diseases such as venereal diseases, sometimes quite contradictory. It should alcoholism and HIV infection. The analysis be noted that there are at least two of these indicators allows us to estimate the interconnected historically determined health of the population rather precisely tendencies in health assessments. The first and to compare different regions with supposes that good health and physical one another. The health status of a region development raise one’s social status i.e. provides information about its social and they allow for career progress through economic situation. promotions, enhance selection as spouse The most objective assessment of and enhance biological survival in physical the health status of rather small human competition between groups and individuals. communities is done from special medical The second tendency shows that the true and examination of children and adults using false symptoms of health could and can the definition technique of ‘groups of serve as reasons for persons and groups health’. Based on objective medical data that have economic, legal and cultural related to physical state, people who have advantages, among others. Furthermore, passed a medical examination are divided these reasons are united by humanitarian into five groups: healthy; healthy with values, welcomed by certain groups of functional and some morphological changes people and often take the form of ethical (no chronic diseases, but having different standards, being fixed in the socio-legal functional diseases); sick, with chronic and socio-economic spheres of society and diseases (compensated state); sick with separate social groups. chronic diseases (sub-compensated state); The spiritual orientation of some and seriously sick needing bed rest, disabled Christians sometimes causes them to groups I-II (decompensated state). neglect health or to impose behaviour on WHO has suggested estimating the others that could harm their health. For their health of people at the ages of 1, 15, 45 and religious beliefs, some people are known to 65 when they have a medical examination. even mutilate themselves or refuse medical This would provide an objective opportunity treatment when ill. There are also those who to reveal changes in public health within display their physical defects in public to

Pertanika J. Soc. Sci. & Hum. 25 (S): 151 - 164 (2017) 157 Margarita S. Vyhrystyuk, Tatiana P. Rogozhnikova, Galina I. Semenova, Irina A. Shusharina, Elena A. Savelyeva and Olga V. Kunygina receive social advantages in Russia. These the physical aspects of an individual’s health tendencies emphasise the ambiguity of i.e. “strength”, “good health”, “beauty” and public health problems as they may present “vivacity”. At the level of health image was themselves visually in society. There are a “visible” phenomenon that had positive also conceptual problems to do with the estimated physical lines i.e. beauty. The categories as they exist. specification of the physical part of health in The respondents proposed 1066 the peripheral system is realised through the associates with the object ‘health’ and elements “disease clearance”, “well-being” 1089 associations with the object ‘illness’. A and “activity”. The element of the peripheral conceptual dictionary was compiled for each system “disease clearance” indicated that object. It included 280 different concepts as health is defined not as a positive condition, to health and 311 concepts as to illness. The but as disease clearance for the respondents. analysis of associations for each object is There were three elements i.e. “good mood”, summarised below. “pleasure” and “happiness” in the core zone of images. “Smile” as a positive emotional Health Images expression was contained in the potential Table 1 shows the core zone of images about zone of change in images. These made health, which were: sport, strength, good up 53.47% of all the uttered associations mood, pleasure, healthy eating, happiness, (Table 2). good health, beauty and vivacity. The The following analysis of all the offered peripheral system constituted a potential associations based on the elements of the zone of change: absence of diseases, doctor, core zone (Cohen’s Kappa=0.69) allowed activity, illness, walks, drugs, well-being, distinguishing the main categories of smile, healthy lifestyle, life and vitamins. images such as ‘ways and conditions of The proper peripheral system of images health support’ (sport, healthy eating, walk, included: activity, freedom, dream, self- healthy lifestyle, activity etc.) – 29.55%; confidence, fresh air and rest. “Sport” and the physical well-being of a healthy person “strength” were the most quoted elements. (strength, vivacity, beauty, good health etc.) – On the one hand, the element “sport” 22.51%; and positive emotional expressions indicates the activity of an individual; on the (pleasure, good mood, happiness etc.) – other hand, it includes health support. There 13.7%. The additional categories connected were also other elements in the structure with the elements of the peripheral system of images, indicating ways and conditions such as disease and treatment of a patient: of health support: healthy eating (core influence agent, ways and means (disease, zone), walks, healthy lifestyle, vitamins doctor, drugs, hospital etc.) – 5.91%; and (potential zone of change), fresh air, rest the social and psychological ‘characteristics and dreams (proper peripheral system). attributed to a healthy person’ (self- Four elements of the core zone concerned confidence, carelessness, vivacity etc.)

158 Pertanika J. Soc. Sci. & Hum. 25 (S): 151 - 164 (2017) Evolution of the Concept of Public Health in Modern Youth

Table 2 Elements that formed the core and peripheral images of health

Frequency of Average Rank of Associations Associations < 3.08 ≥ 3.08 ≥14.5 Sport (68; 2.54) Healthy lifestyle (23; 3.13) Strength (48; 2.31) Life (17; 3.65) Good mood (44; 2,64) Vitamins (15; 4.47) Pleasure (41; 2.63) Healthy eating (35; 3.03) Happiness (34; 2.82) Good mood (31; 2.23) Beauty (24; 2.88) Vivacity (23; 2.52) <14.5 Disease clearance (14; 3.00) Activity (14; 3.14) Doctor (13; 3.08) Freedom (14; 4.21) Activity (13; 3.08) Dream (13; 3.69) Disease (12; 2.92) Self-confidence (12; 4.08) Walks (11; 2.64) Fresh air (10; 3,20) Medical drugs (10; 2.60) Rest (10; 3,80) Well-being (10; 2.8) Smile (10; 3.00)

– 3.53%. About 75.2% of the respondents medical drugs, doctor, bed and fatigue. The explained the categories of all the offered proper peripheral system of images was associations in the restructured type. So, formed by such concepts as cough-nasal the key components of images about health catarrh, drowsiness, pricks and boredom. were as follows: ways and conditions of These concepts made up 48.5% of all the health support, physical well-being, activity associations. and the appearance of a healthy person and It turned out that illness was mostly positive emotional expressions. associated with physical symptoms such as “pain” and “temperature”. Other physical Illness Images components of the core zone of the images The core zone elements of images about were “weakness” and “paracenesthesia”. illness were as follows (Table 3): pain, The potential zone of change included temperature, hospital, weakness and “cacesthesia” and “fatigue”. The element paracenesthesia. The peripheral system “weakness” was supplemented by the (potential zone of change) included such element “cacesthesia”. The element “bed” elements as death, fear, cacesthesia (lack can be doubly interpreted as weakness, of strength in patient), bad mood, tablets, lack of strength, or as torpidity, physical inactivation. Finally, the physical part of

Pertanika J. Soc. Sci. & Hum. 25 (S): 151 - 164 (2017) 159 Margarita S. Vyhrystyuk, Tatiana P. Rogozhnikova, Galina I. Semenova, Irina A. Shusharina, Elena A. Savelyeva and Olga V. Kunygina

Table 3 Elements that formed the core and peripheral images about illness

Frequency of Average Rank of Associations Associations < 3.15 ≥ 3.15 ≥24.5 Pain (80; 2.95) Medical drug (46; 3.20) Temperature (45; 2.86) Doctor (41; 3.49) Hospital (44; 2.91) Bed (30; 4.13) Weakness (38; 2.11) Fatigue (26; 3.31) Paracenesthesia (31; 2.55) <24.5 Death (23; 3.09) Cough-nasal catarrh (19; 3.16) Fear (22; 2.73) Drowsiness (12; 4.33) Cacesthesia (16; 2.56) Pricks (10; 3.60) Bad mood (16; 2.75) Boredom (10; 4.20) Tablets (15; 2.67) illness was presented by such elements as reconstructed using the components of “cough-nasal catarrh” and “drowsiness” in the core zone for the main categories. The the proper peripheral system. following results were obtained (Cohen’s The element “hospital” indicates Kappa=0.74): physical symptoms of illness medical treatment conditions. It is and the state of a patient (pain, weakness, concretised by means of such elements as temperature, paracenesthesia, cacesthesia, “tablets”, “medicine”, “doctor” (potential fatigue, “cough-nasal catarrh” etc.) – zone of changes) and “pricks” (proper 32.14%; patient treatment: influence agent, peripheral system). The presence of this means and ways (hospital, tablets, medical element in the core zone can be explained drugs, doctor, pricks etc.) – 20.2%; negative as a certain social context in which there is emotional expressions (fear, bad mood, the treatment of a patient and the doctor’s boredom, grief etc.) – 14.8%; and torpidity interaction with the patient. The prototype (bed, bed rest, physical inactivation etc.) – illness is followed by the serious state of the 6.98%. About 74.1% of the respondents’ patient that requires his being admitted in answers were considered in the analysis. hospital. Practically all the elements in the Other categories included aetiology, social core zone are physical symptoms of illness. and psychological characteristics of patients, The emotional expressions connected with specific diseases, appearance of the patient, illness can be the elements of the core zone lost time, internals and apparatus and social in a group of minorities (element location). relationship. The key components of images The illness image by the group of minorities about illness were physical symptoms and was negative because it contained elements the reaction of the patient to treatment. Also like “death” and “fear”. included were negative emotional pains Analysis of the empirical material was and torpidity of the patient. However, these

160 Pertanika J. Soc. Sci. & Hum. 25 (S): 151 - 164 (2017) Evolution of the Concept of Public Health in Modern Youth categories concerned individual images of in these parts of health images (sport, beauty, illness. strength, pleasure, vivacity). The stability of As was seen in research done in 2002 the element “strength” that is mostly rooted (Bovina, 2005), images of health and illness in Russian culture was of great interest to us were formed around the elements “strength (Bovina, 2005). Other elements of images and weakness”. It should be noted that did not coincide. In the research conducted “strength” is one of the key components in 2015-2016 such elements as “good of health images in the research conducted health”, “good mood”, “healthy eating” and using a methodical tool different from what “happiness” that were pointed out were also the representatives of other age groups in the structure of ideas in the research of use in other Russian regions (Vasilyeva & 2002, but they had become part of the core Filatov, 2001). in the later study. These elements had been Compared with the results obtained part of the peripheral system before (Bovina, 2002, the comparison of images of health 2005). It was curious to see the element and diseases in this research showed that “health eating” among the core images i.e. health was a more difficult phenomenon there were two elements “sport” and “health to conceptualise for the participants of the eating” that indicated means of health research than was illness. When it came to support. The element “life” that was part health the core and periphery contained a of the core zone in the research conducted larger number of elements than in the case of in 2002 was now part of the potential zone illness at the level of images. The statistical of a change in images (the research of analysis of element frequency in the core 2015-2016). With relation to the structural and periphery of images showed that illness approach of the social images theory, these image was a little more coordinated than non-coincidences in the structure of the health images (р=0.056). The physical core indicate changes in the health image aspect was more expressed in the case (Abric, 2001). of illness images (φ*=-5.04; hereinafter We found an interesting fact at the level φ-criteria * was at a level not exceeding of the peripheral system. In 2002 there had p<0.05). been elements that indicated various actions According to the results of the two and conditions necessary for health support. studies, in 2002 and then in 2006-2007, the However, the concept “healthy lifestyle” comparison of the same images showed that was used rather seldom (mentioned only methods and conditions of health support, six times) in the core zone of images, while physical well-being of a healthy person and in 2015-2016, 11.3% of the respondents positive emotional expressions were the key made the association. Now this element components of health images. However, the was in the potential zone of a change in detailed analysis of the core zones of ideas images. This concept has been rather widely indicated partial coincidence of the elements used in communication and also in public

Pertanika J. Soc. Sci. & Hum. 25 (S): 151 - 164 (2017) 161 Margarita S. Vyhrystyuk, Tatiana P. Rogozhnikova, Galina I. Semenova, Irina A. Shusharina, Elena A. Savelyeva and Olga V. Kunygina discourse in mass media. This concept images i.e. their change. in images probably assumes a number of The comparison of the volume of measures for health support implementation categories for illness images indicated an and behaviour system, which are regularly increase in the volume of this category carried out. The 2015-2016 results indicated (φ*=1.85). The important result in the that there was an indication of an unhealthy both studies was stability of the element lifestyle among the factors that were “weakness”, as the analysis of “illness” menacing to the health of a person. The etymology indicated that this element was comparison of the categories of health image largely rooted in Russian culture. in the two research studies showed that At the level of images, health was the imaged was formed by such categories not a simple opposite of illness. Health as physical well-being, means of health was a more difficult, various and less support, positive emotional expressions, coordinated phenomenon formed by a large disease and its treatment, and positive social number of mixed elements and categories in and psychological characteristics attributed comparison with illness that was represented to a person. through physical illness in many respects. The volume of comparison showed an Health was represented not as an initial increase in the category “means of health reality or something that required making support” in health image (φ*=-5.73). an effort or the performance of certain “Sport” and “healthy eating” were the most behaviour. coordinated elements of this category. Other elements reflected a variety of the individual DISCUSSION means of health support. Public health can be considered as an The comparison of illness image in the integral component of society’s (and that two studies showed similar results for the of certain communities) social potential categories physical symptoms of illness, that is in functional interrelation with ways and means of treatment, negative other subsystems of society such as social emotional expressions and inactivity. In both production, system of benefit distribution, cases, the most important category was the social inequality, authorities, culture and physical well-being of the patent. However, information. “patient treatment: influence agent, means A range of problems caused by social and ways” remained the key category in the differentiation of the population in healthcare later research. The elements in the core zone has been the subject research area of social of images in both studies were as follows: structure, social institutes and processes. It “pain”, “weakness” and “temperature”. is now being actively studied by a number Location of other elements was different. of the fields of modern sociology such as Elements that were non-coincident in the medical sociology and sociology of public core zone indicate the distinction of illness health; and the allied sciences: medical

162 Pertanika J. Soc. Sci. & Hum. 25 (S): 151 - 164 (2017) Evolution of the Concept of Public Health in Modern Youth demography, healthcare economy, social “quality of life”, and were established in statistics of health and healthcare, social the field of sociological studies. One of the hygiene, theory and methods of social first fundamental research studies in this work etc. Despite a rise in the interest of sphere was a series of nationwide studies local sociologists’ and in the volume of conducted by Andrews and Campbell in the research, this range of problems is at the 70s. “Global well-being” was used as the initial stage of development in Russia. technique that was specially developed for The problem of the social differentiation this investigation. of the population in healthcare is one of the most developed directions in foreign CONCLUSION sociology. It is based on the centenary Russian society’s transformation into a history of special studies related to social market economy has caused essential contradictions concerning access to medical shifts in valuable images, orientations care. Literature on this matter is voluminous. and behaviour of various groups of the The classical works in this area belong population. People are required to master to Weber, Durkheim, Hedwik, Frank and new standards of behaviour, which are Chadwik. The interrelation between length not always coordinated with their internal of life and situation in the professional state of being. Their adaptive capabilities, hierarchy was designated by Hedvik in 1842 defined by the social, demographic, as the central indicator of public inequality psychological and cultural assumptions in his report “The Sanitary Conditions of make for interesting research topics. the Working Population in Great Britain”. Durkheim researched behaviour motivation REFERENCES depending on health status (Durkheim, 1995, Abric, J. (2001). A structural approach to social p. 71). The concept “social representation”, representations. Representations of the Social: which he introduced in reference to the Bridging Theoretical Traditions, 42–47. health of the population, was subsequently All-Russian Archive of Sociological Data, The. developed by Ertslish, Dutard and William. (2016). Retrieved from http://www.sophist. Weber created a foundation for studying the hse.ru relationship between lifestyle and health that Bovina, I. (2005). Ideas of health and illness in the was developed by Kokerem and Rutten later. youth environment. Psychology Issues, 3, 90–97. The first attempt to measure the Durkheim, E. (1995). Sociology. Moscow: Canon. “subjective well-being” of the population was made within the framework of Eidson, M., Clancy, K. A., & Birkhead, G. S. (2016). researching the psychological health of Public health climate change adaptation planning using stakeholder feedback. Journal of Public the population of the USA. Afterwards, Health Management and Practice, 22(1), 11–19. foreign studies on subjective well-being were mainly concentrated on measuring Eliseeva, I. (1997). Social statistics: A textbook. Moscow: Finance and statistics.

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Matros, L. (1992). The social aspects of health Shilova, L. (2007). About the strategy of peoples’ problems. Novosibirsk: Science. behaviour under the reforms of health care service. Sociological Studies, 9, 102–109. Medik, V. (2003). The population’s disease incidence: History, current state and methodology of study. Sim, F., & Mackie, P. (2016). The evidence for an Moscow: Medicine. argumentative public health workforce. Public Health, 133, 1–2. Medik, V., & Osipov, A. (2005). The population’s interaction with health care facilities in the Tapilina, V. (2004). Social and economic status and region. The Health Care Service of the Russian the health of the population. Sociological Studies, Federation, 28–31. 3, 126–137.

Moscovici, S. (1961). La psychanalyse: Son image Vasilyeva, O., & Filatov, F. (2001). Psychology of a et son public. Paris: Presses Universitaires de persons’ health. Moscow: Academy. France. Yuryev, V., & Kutsenko, G. (2000). Public health and Panova, L., & Rusinova, N. (2005). Inequality in an health care. St. Petersburg: Petropolis. access to primary care. Sociological Studies, 6, 127–136.

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SOCIAL SCIENCES & HUMANITIES

Journal homepage: http://www.pertanika.upm.edu.my/

Problems Inherent in Transforming Multinational Corporations Using Islamic Banking as a Reflection of Modern Globalisation

Dmitry S. Silnov1*, Maria V. Zelinskaya2, Nikolay P. Gusakov3, Lora N. Fedyakina3, Ilmira R. Koshchegulova4 and Alla S. Karabulatova5 1Department of Information Systems and Technologies, 115409, National Research Nuclear University MEPhI (Moscow Engineering Physics Institute), Moscow, Central Federal District, Russia 2Department of State and Municipal Management, Kuban State Agrarian University, 350044 Krasnodar, Krasnodar region, Southern Federal District, Russia 3Department of International Economic Relations, Peoples Friendship University of Russia (RUDN University), 117198, Moscow, Central Federal District, Russia 4Bashkir State University, 450076, Ufa, Republic of Bashkortostan, Volga (Privolzhsky) Federal District, Russia 5Institute of Socio-Political Research under the Russian Academy of Sciences, 119333, Moscow, Central Federal District, Russia

ABSTRACT Modern globalisation enhances many kinds of activity, which strengthen its influence on human civilisation entropically. Multinational corporations that use Islamic banking are included in the global processes of world civilisation, helping to maintain social and economic balance worldwide. The global world is now accepted as the new platform for international relations. A new concept of social and economic development that promotes cultural resources in a modern and post-industrial economic paradigm is becoming more extensively developed. Multinational corporations (MNCs) occupy a huge space in today’s multicultural, global world. However, their main trait, that of multi-nationality, gives rise to unique problems that these corporations must fix in order to remain competitive in the fast-paced, highly challenging world of modern business. The problems of managing MNCs is particularly topical for the present stage of the development of world economy, which is in the active process of forming complex structured economic entities. Owing to ARTICLE INFO Article history: publicity and much activity in corporations Received: 20 November 2016 Accepted: 5 May 2017 there are competitive interests between

E-mail addresses: various groups involved in corporate [email protected] (Dmitry S. Silnov), [email protected] (Maria V. Zelinskaya), relations. This has great influence on the [email protected] (Nikolay P. Gusakov), external environment. Success depends on [email protected] (Lora N. Fedyakina), [email protected] (Ilmira R. Koshchegulova), how a worker will use his/her talent and [email protected] (Alla S. Karabulatova) * Corresponding author imagination and if he/she is capable of

ISSN: 0128-7702 © Universiti Putra Malaysia Press Dmitry S. Silnov, Maria V. Zelinskaya, Nikolay P. Gusakov, Lora N. Fedyakina, Ilmira R. Koshchegulova and Alla S. Karabulatova making individual decisions. All the aspects MNCs is not the capital of the countries. All of creativity are interrelated and inseparable. corporations that have one one foreign office established on direct foreign investment can Keywords: Globalisation, multinational corporation, be considered multinational. society self-regulation, the Islamic banking To study the rapid development of INTRODUCTION such new forms of business calls for new methodological principles (Karepova et Managing corporations, which work in al., 2015). The list of characteristics by various national economic sectors and which it is possible to classify the activity at the international level, has been the of corporations is rather extensive. The subject of scholarly study worldwide for classification of corporations is given in a long time. Islamic banking is a product Figure 1. of international economic relations and The functions of a corporation can be is being aggressively developed both in organised around internal relations between Islamic and non-Islamic countries (Kamal, the players who formed the corporation. Almulla, Karabulatova, & Karabulatova, This type of corporation is a classic holding 2016, p. 138). Islamic banking in itself i.e. a corporation with a parent company is a powerful mechanism of influence and subsidiary companies. There are also on the modern character of international distributed holdings, which is a corporation social and economic relations. In our based around a network of companies and opinion, it strengthens migration flows from affiliates, which it leads. Another type of Islamic countries and regions, forming new corporation is the etarkhiya (set up by a relationships with accepting communities crossed holding of shares), which is owned (Akramov, Ryazantsev, Karabulatova, & by shareholders of one company. There Akramov, 2015; Gabdrafikov, Karabulatova, is also the administrative corporation or Khusnutdinova, & Vildanov, 2015; neoholdings, which is set up by agreement Karabulatova et al., 2016), transforming between a group of shared owners and a the identity of each member of society central corporation (Frolova & Kabanova, (Karabulatova, 2013; Osipov, Karabulatova, 2014; Polonskaya et al., 2015). These & Karabulatova, 2015). definitions show that corporations, such There are two main types of as associations, conglomerates, consortia, multinational corporation (MNC). concerns, syndicates, trusts, financial Transnational multinational corporations and industrial groups and holdings are locate their operations in one country, but distinguished by how they amass their have branches in different countries of capital. the world. Multinational corporations, on The penetration of religion into the the other hand, are owned by two or more management of economic institutions countries and have branches in various consolidates nationality with social and other countries. The main qualitative trait of

166 Pertanika J. Soc. Sci. & Hum. 25 (S): 165 - 178 (2017) The Problems of Transforming Multinational Corporations

Figure 1. Classification of corporations economic mechanisms (Osipov et al., 2015; linguistic strategies to convince potential Osipov, Akhmetova & Karabulatova, 2015; consumers of the efficacy of this banking Ryazantsev, Karabulatova, Sivoplyasova, service through gradual transformation of Pismennaya, & Manshin, 2015). Religion in their internal worldview and linguomental the Islamic East authorises political power, base in general (Kamal et al., 2016, p. 138; affirming the head of as a symbol that brings Karabulatova, 2013; Karabulatova & the community together (Karabulatova Sayfulina, 2015; Osipov et al., 2015). & Sayfulina, 2015; Osipov et al., 2015). Different religious systems have helped In addition, religion protects the social to strengthen traditional social structures or structure (Karabulatova & Sayfulina, 2015; existing political powers to different degrees. Khairullina, Karabulatova, Shvedova, & Where the religious system supported the Koyshe, 2015). In other words, in relation state poorly, its power eventually diminished to the state and society religion is the glue and society suffered, as was the case that holds the community together, but its with the Ancient Middle Eastern empires, efficiency depends on itself. Islamic banking whether Persian, Assyrian or others. Where is promoted on the Internet as a ‘network it functioned efficiently, the result was the war’ in terms of capital (Barsukov et al., opposite, although there were essential 2015; Karabulatova et al., 2016); the distinctions caused by cross-cultural aspects promotion uses various ethno-psycho- (Akramov et al., 2015; Karabulatova &

Pertanika J. Soc. Sci. & Hum. 25 (S): 165 - 178 (2017) 167 Dmitry S. Silnov, Maria V. Zelinskaya, Nikolay P. Gusakov, Lora N. Fedyakina, Ilmira R. Koshchegulova and Alla S. Karabulatova

Sayfulina, 2015; Khairullina et al., 2015; • stability of business, guaranteeing Ter-Akopov, 2011, pp. 135-136). the additional security of long- Arab countries are governed by term investments that increase an Islamic (Kamal et al., 2016, p. 138; the corporation’s attraction for Khairullina et al., 2015; Osipov et al., 2015). investment and a rise in the market The religious awakening of the second half value of their shares; of the 20th century led to the agenda of • a representative office and protecting making power the central achievement of the position of corporations through religious groups in these countries. One of the representative office; the manifestations of this agenda is the rise • saving transaction, trade and of Islamic banking. Islamic banking aims production (as a result of to provide: considerable scales of activity) • the possibility of creating an expenses; accurate control system and high controllability; • development and transformation at the expense of internal sources; • a simplified system for participants to join and withdraw; • increasing the effective management of the enterprises of participants of • limited liability; the integrated structures and the • large financial means; control of managers; • strengthening participants’ • optimising production and competitive positions, lack of technological chains and cash restrictions on activities and a flows; bigger scope for resource maneuver; • growing the volume of the profit, • creating oligopolies, which which is reinvested in production; influence demand and bring • the possibility of conducting monopoly excess profits; research and development; • coordinating the interests of • forming and developing market business units that join; image and confidential relations • fast adaptation to changing market with contractors; conditions; • using special corporate financial • the possibility of diversifying and economic mechanisms such production on the basis of as insurance funds, consolidated horizontal and vertical integration balance, transfer prices; and redistributing risks due to • a coordinating branch and regional acquiring small easily -sold shares and group interests; in several enterprises;

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• optimising taxation etc. (Kamal et information agencies, the Internet and al., 2016, p. 138). Russian corporations’ financial and Developing corporations need to use corporative statements. Capitalisation of the advantages of economic globalisation Russian corporations increased by 6.5 (creating a world market of goods and fold in the years 2006-2007 in comparison services, information and technologies, with the former decade (1996-2005). capital, personnel resources, emissions in Capitalisation did not change in practical the environment); electronic communication terms in 2013 in comparison with 2012; in (distribution of technologies, which provide fact, it decreased in comparison with the remote control, conclusion of contracts years of 2010-2011. and calculations using electronic money, The Russian equity market is remarkable remote assessment of buyers’ solvency for its high concentration of capitalisation and suppliers’ competitiveness); multiple in companies that release emissions into forecasting and comprehensive planning; the environment and industries. The 10 and transition from a hierarchical structure companies responsible for the highest rate of to a network structure. In other words, emissions make up 62% of the total number Russia has entered a new economic and of companies. The oil and gas industry social reality (Frolova, 2014; Osipov & make up half of the domestic share market. Lokosov, 2011, p. 422). The list of the most capitalised emitters for Advances in Islamic banking the year 2013 has not changed essentially. are determined by an electronic and It contains a new pollutant, OJSC Magnet information-orientated society and (Kamal et al., 2016, p. 138). strengthening migration flows, first of all, One cannot help noticing the decrease from the countries and regions with a mainly in capitalising electric power and metal Muslim population (Akramov et al., 2015; companies as well as the increase in the Ryazantsev et al., 2015). This situation companies’ capitalisation, which render demands an approach to the analysis of finance services. financial institutions using new forms One can suppose that most Russian of attracting cash flow for an objective corporations do not participate in capitalising assessment of the consequences of using by means of an exchange market, for they Islamic standards of ethics and morals in do not want to release information about business. ownership structure, income, flow of funds, debts and a move to the International METHODS Financial Reporting Standards (IFRS). The cause is the fear of potential dangers and This research used acts of legislation the possibility of a hostile takeover by the and legally enforceable enactments and government. data from statistical agencies, research The absence of an accessible national institutions, periodicals, economic

Pertanika J. Soc. Sci. & Hum. 25 (S): 165 - 178 (2017) 169 Dmitry S. Silnov, Maria V. Zelinskaya, Nikolay P. Gusakov, Lora N. Fedyakina, Ilmira R. Koshchegulova and Alla S. Karabulatova long-term credit system as a source of date, ‘creative economy’ must now follow investments that forces a big business to it” (Howkins, 2011, p. 9; Kamal et al., orient on funds from the secondary source 2016, p. 138). The quicker the world starts was revealed in analysing the source of reforming itself, the more safely can crisis financing Russian corporations. However, in such as financial crisis be managed. cases of modern macroeconomic uncertainty, The world crisis in the middle of the some Russian companies think that they second decade of the 21st century raised the must decrease investment volume if there question of the further development of the is no confidence in future demand and human race and how this would be achieved. begin decreasing debt volume and currency In today’s electronic and information- debt volume because macroeconomic orientated society, creativity is the leading problems can lead to ruble devaluation factor in augmenting production, and (Ryazantsev et al., 2015; Ter-Akopov, 2011, therefore, it is creativity that must become pp. 135-136). everyone’s main purpose in life. Besides international credit and the This is affirmed by the literature, which practice of issuing Eurobonds, there is credit shows a high contribution of creativity given by stockholders of Russian companies, as the reason for the general rise in GDP ruble-denominated financing for Russian worldwide. At present 7% of global GDP companies. This credit has two aims; the is accounted for by creative industries. The first is to optimise tax (a larger percentage in annual rise in the economy of the OECD ruble credit than in currency can be allocated countries fluctuates from 5% to 20%. In to expenses), and the second is to ensure that most of the developed countries, advertising all creditors and banks participate equally in market volume comes up to about 1% of the case of bankruptcy. GDP, whereas in Russia, it is about 0.6%. The market in monetary terms grows four RESULTS times larger than GDP. Now, the budget The analysis of the international corporation ratio in main advertising is the same as that Al Mulla shows the possibility of using in the leading countries of the world, with a creative economy to extend the capabilities difference in general volume of advertising of a holding that uses conventional and investments that comes up to about $7 nonconventional methods and techniques in billion in Russia, whereas in the USA it is its operations. Arab Gulf countries are using about $290 billion. The domestic advertising Islam in international banking to show new market is at 11th place in the world by possibilities through a creative approach to volume. Advertising expenses per head of solving the social and economic problems population make up about $45 in Russia, of modern society (Kamal et al., 2016, $600 in the USA and $200-$350 in Europe. p. 138). According to scholar John Howkins So, there is a potential for development in says, “The customary economy is out of Russia, but the ratio of market growth will

170 Pertanika J. Soc. Sci. & Hum. 25 (S): 165 - 178 (2017) The Problems of Transforming Multinational Corporations slow down more and more as it approaches for oil ($75-$77 for barrel), but also for its the generally accepted 1% of GDP (Kamal et successful investments. al., 2016, p. 138). Despite the wide availability of The Al Mulla Group, with its parent information on Islamic banking, most company in the Arab Gulf state of Kuwait, professionals have a narrow-minded idea is the leading diversified private business of this concept. This creative approach group. The corporation has more than to economic activity provided Muslim 15,000 employees who work in more than countries a system and business mechanism 40 different companies of the Group and that acted as a code of honor among its subsidiaries, located in eight different businessmen. The distinctive feature of countries. It has more than 200 international Islamic banking is that it does not attract brands. The Al Mulla Group is presented in deposits and does not exact interest on credit knowledge-intensive industries, advanced (Kamal et al., 2016, p. 138). technologies and the service industry. The Islamic banks began functioning as a financial division of Al Mulla is keen to successful business model in the 1980s. The combine products and services offered to first attempt at setting up a bank on the basis each of its subsidiaries to ensure its clients’ of the Islamic ethics was carried out in the satisfaction. 1960s after the idea was mooted by Egyptian The knowledge-intensive industry economist, Ahmad al Najjar, from Meath is presented, first of all, by medicine, of Gamr. Ahmad al Najjar opened a small biology, nanotechnologies and healthcare. bank in his homeland providing services The founder of the corporation possessed for saving and accumulation of wealth of remarkable organising and enterprise ordinary citizens and investment, without abilities and magnificent intuition that the practice of usury or exacting interest for allowed him to skilfully combine the duties monetary operations. However, participation of State Secretary and head of his own in profit sharing from transactions was business. Even before news was heard of provided. “the Washington roundabout”, that method The main activity of the bank consisted of business widely known and used in in attracting the financial resources of small the Muslim East in the time of the Arab investors and forming capital based on the caliphate. According to official results for principles of Sharia. Ahmad al Najjar moved the fiscal years 2014-2015, the currency to Saudi Arabia, where he continued to deal reserves of Kuwait reached a record value with the problems of Islamic economy. The of $592 billion, corresponding to 179.2 concept spread in the Arab East and Africa billion dinars. In other words, the reserves of and then to Australia, Canada, Russia, Kuwait increased by $53 billion in just one Sri Lanka, Great Britain, the USA and year. Kuwait managed to achieve this result other countries around the world. Thus, not only because of offering the lowest price this pattern of banking began to take root

Pertanika J. Soc. Sci. & Hum. 25 (S): 165 - 178 (2017) 171 Dmitry S. Silnov, Maria V. Zelinskaya, Nikolay P. Gusakov, Lora N. Fedyakina, Ilmira R. Koshchegulova and Alla S. Karabulatova not just in Muslim countries but also in The concept of design investment is Western countries, with the participation more appropriate as a working procedure. of major Western companies such as IBM, This design investment is connected with General Motors and Daewoo and banks risks and risk sharing. The bank does not such as Deutsche Bank, IAG, ABN Amro, draw interest; it studies the business plan Citibank, Hong Kong & Shanghai Banking brought to it and analyses the risks and Corporation, Chase Manhattan, JP Morgan then shares them with the client. Project and others. investing is the customary practice (Mervyn Today Islamic banking competes & Hassan, 2010, p. 452). with conventional banking effectively. In the former Soviet Union, Kazakhstan Conventional banks in the USA are allowing was one of the most attractive economies some volume of Islamic banking in their suitable for Islamic banking (Table 1). operations, and London has become the Thus, the total amount of finance capital of Islamic banking. The popularity attracted by the financial organisations of Islamic banking is growing in geometrical of Kazakhstan over four years by Islamic progression in the world financial and banks came up to $888 million. This is not credit market. We see the high viability of much for the Kazakhstani banking sector, Islamic financial services in Great Britain, which has the sum of loans from financial Singapore, South Korea, Japan, Hong Kong organisations (including foreign ones) and other countries. Today, Islamic banking exceeding $151 billion a year. However, is available in 75 non-Muslim countries. considering the fact that Islamic banking

Table 1 Finance attraction of islamic banks in Kazakhstan (interbank capital market)

Kazakhstani Banks- Date Islamic Bank-Donor Description Recipient Calyon Bank/Abu Dhabi Finance attraction for the sum of 2005- 2006 Islamic Bank $50 million Calyon Bank/Abu Dhabi Finance attraction for the sum of 2006- 2008 Turan-Alem Bank Islamic Bank $200 million (BTA) Abu Dhabi Islamic Bank/ Finance attraction for the sum of 2007- 2009 CIMB Bank $250 million Finance attraction for the sum of 2009 Development Islamic Bank $100 million Abu Dhabi Islamic Bank/ Commercial Bank of Qatar/ Finance attraction for the sum of 2006- 2007 Tsentrcredit Bank Boubyan Bank/Dubai Bank $38 million PJSC/Habib Bank Calyon Bank/Abu Dhabi Finance attraction for the sum of 2007- 2009 Alyans Bank Islamic Bank $150 million Finance attraction for the sum of 2009 Halyk Bank Development Islamic Bank $100 million

172 Pertanika J. Soc. Sci. & Hum. 25 (S): 165 - 178 (2017) The Problems of Transforming Multinational Corporations is relatively new as a banking model and last global crisis when the macroeconomic that its activities are different from those stability of national economies were of conventional banks, this is quite an badly hit. Governments across the world achievement (Islamic economy, 2016). were pressed to look for effective ways The founder of Islam, the Prophet of macroeconomic stabilisation of their Mohammed, left potentially ambiguous economies. administrative and managerial experience and guidelines for his followers and DISCUSSION pupils. This ambiguity is reflected in In the 20th century technologies, companies the Islamic banking operations of two and even the venture capital moved to types of establishment. The first type locations m to with a big concentration of of establishment apply instructions of a talented and creative people. This is to say concrete and applied character in direct that the big companies moved to places response to the present situation of the where the qualified specialists lived or had Muslim community-state, while the second established their companies. The success of type apply the general values of Islam to a company does not depend on its technical banking. Islamic banking derives from assets solely but on its ability to thrive in a centuries-old traditions of management tolerant, open and creative atmosphere i.e. and governance for public administration in locations that nurture these characteristics of domestic and foreign policy. (Florida, 2007, pp. 13-22). Now the Muslim East offers many Russia today is seeing a rise in examples of administrative, legal and ethnocentric sentiment. In this context social transformations that are directly or the growth of Islamic banking tends to indirectly connected with political, legal and be used by radical preachers pursuing administrative culture that grew out of Islam their own agenda (Karabulatova et al., and now adapted for the present. Although 2016; Karabulatova & Sayfulina, 2015; its practices are different because it is rooted Khairullina et al., 2015). The problems in a different perspective, Islamic banking faced by corporations has been studied by shares the search for the ideal that other such researchers as Strahova, Galperin, systems also pursue, a search essentially Ignatyev, Gorbunov and others. They for efficiency of public administration, self- defined corporations as “the special kinds organisation and self-government. of joint stock corporations, which are The main characteristic of Muslim characterized by their transnational type of identity is the professional creative business, large in size and dominant position development of the Islamic way of life based at the market.” on the highest international standards. The In Stepanov’s opinion, the term modern social and economic systems of the “corporation” originated from the Latin world were revealed to be vulnerable in the expression corpus habere that denotes the

Pertanika J. Soc. Sci. & Hum. 25 (S): 165 - 178 (2017) 173 Dmitry S. Silnov, Maria V. Zelinskaya, Nikolay P. Gusakov, Lora N. Fedyakina, Ilmira R. Koshchegulova and Alla S. Karabulatova rights of a legal personality i.e. the term Muslim population of Russia numbers “corporation” was initially a synonym for between 16 and 23 million people. Out the term “corporate person” (Stepanov, of this, the percentage who adhere to the 2009). In Durkheim’s point of view, the principles of Islam in everyday life is term “corporation” is a professional union, considerable, and this number of Russians which must form the basis of the modern are eligible for Islamic banking services. society of the 21st century for the corporate The development of these services in the state. The corporation is a social institution, republics of Tatarstan, Chechnya, Ingushetia which must be reconstructed, renewed, and Bashkortostan, where the Muslim supplied with self-consciousness and action population prevails, is considerable. Islamic technology and included in the existing banking is open also to non-Muslims. The structures of the state (Durkheim, 1991). high degree of deposit reliability and risk Chernyshyev admitted the existence minimisation is attractive to all. Many of several approaches to defining the term potential clients are attracted by the moral, “corporation”. He agreed that one meaning ethical aspect of Islamic banking. According of the word is “corporate person”. Another to experts, similar services must generate meaning of the word is “a professional interest among the representatives of small union”, and this meaning was widespread and medium business, who are interested in the Middle Ages. Some examples are in investment. Kozhevnikov corporation, Sukonshchikov Among the authors who have written corporation and gold workers corporation. on Islamic economics are Muslim jurists, The third meaning of the word is a certain ethnopsychologists, historians and mirror reflection or renewal of this historical demographers such as Polonskaya, Bekkin, phenomenon. In this way, Chernyshyev Akramov, Ryazantsev and Selishchev concluded that the modern corporation is a (Akramov et al., 2015; Polonskaya, 1985; definite group of persons who expand and Ryazantsev et al., 2015; Ryazantsev, make managerial decisions professionally, Pismennaya, Karabulatova, & Charif, 2014; making those decisions consciously and Selishchev & Selishchev). step by step (Chernyshyev, 2001, p. 685). Only three out of five EEU countries, Galbraith added that corporations use Kazakhstan, Kyrgyzstan and Tajikistan, modern techniques to make managerial have developed a legislative base for decisions gradually (Galbraith, 1969). regulating Islamic finance actively. In Ross suggested the following definition: Kazakhstan the development of Islamic “a corporation is a business, founded as an finances is connected with the financial and individual legal personality, consisting of economic crisis of 2007, when a regional one or more private or corporate persons” financial centre was set up at the premises (Ross, Westerfield, & Jordan, 2000, p. 324). of the National Bank of Kazakhstan (NBK) By various objective estimates, the in Almaty. A new law, “About Modification

174 Pertanika J. Soc. Sci. & Hum. 25 (S): 165 - 178 (2017) The Problems of Transforming Multinational Corporations and Additions to Some Acts of RK”, was remains extremely important to modern drafted concerning the organisation and Russia. Not only because along with activity of Islamic banks, and Islamic Orthodoxy, Islam as a traditional religion financing was adopted in 2009. In 2012, the of the country, showcases the centuries-old national bank of Kazakhstan developed and history of the nation. The Russian Federation approved a road map on developing Islamic is an active participant in international financing up to 2020 (“Islamic banking”, relations. It includes states that practise 2016). Islam and is a member of Islamic interstate The development of a tax law for the and intergovernmental organisations. purpose of providing tax neutrality as value Russia made attempts to introduce added tax (VAT) to protect the operations Islamic financial instruments at different of conventional banks of the Russian times. The initiative was welcomed by Federation has been put in place in Russia. countries nearby such as Kazakhstan as well Thus, in existing legislation, this tax (today as those far away such as Bahrain, whose at the rate of 18%, with the possibility of representative, Ithmaar Bank, has declared its being raised to 20%) is borne by Islamic its intention to open an Islamic bank in financial institutions, placing unequal Russia. There have been unsuccessful competition on them. attempts such as the Badr-Forte Bank, the Slavinvestbank and also the Globeks Bank, CONCLUSION which issued sukuk-halal bonds in 2006. In It is no secret that the electronic and addition, the financial group, Broker Credit information-orientated society of today Service (BCS), set up the Mutual Investment is flooded with a plethora of information. Fund (MIF), was declared halal in 2007 However, one cannot often stumble (Kamal et al., 2016, p. 138). on a really original idea among all this Full-fledged Islamic banking is available information, which assails us at a furious in the Gulf States, Pakistan, Bangladesh, pace. Globally the flow of funds has Malaysia, Sudan, Egypt, Kyrgyzstan, begun depending most of all on creative Kazakhstan and Great Britain. According information orientated around the mood, to the legislation of Pakistan, Sudan and anticipation and unconscious reactions of Iran, the activity of conventional banks is market participants. The creative core of any forbidden. data set provides an efficient perception of The rise of international corporations information by the audience without turning and their mergers promotes not only new it into “information noise” (Barsukov et al., types of crime, but also new creative ideas 2015). in industry, expanding an associative The range of problems concerning the subjective and objective, verbal and diverse and ambiguous manifestations of paraverbal network. As a result, ideas at Islam in the life of the state and society the level of the unconscious are creating

Pertanika J. Soc. Sci. & Hum. 25 (S): 165 - 178 (2017) 175 Dmitry S. Silnov, Maria V. Zelinskaya, Nikolay P. Gusakov, Lora N. Fedyakina, Ilmira R. Koshchegulova and Alla S. Karabulatova exciting, innovative new products but Thus, the multinational corporation as also destabilising established traditions a certain system is a definite hierarchically and values and occasionally normalising regulated system of elements and deviation. In this situation, business integrity subsystems, which are combined either for is crucial. achieving specific aims or for achieving total Today we live in the world of simulacra; interconnected aims, and creativity is a basis therefore, originality becomes the most for developing the network to realise this. valuable product in the creativity market (Karabulatova, 2013). An original and REFERENCES memorable image is equal to a product in Akramov, S., Ryazantsev, S., Karabulatova, I., & the electronic and information-orientated Akramov, F. (2015). Socio-economic condition society (Karabulatova, 2013). As a result, of modern Tajik families: The effect of socio- some important questions arise. Firstly, how demographic consequences of migration from Tajikistan to Russia. Socio-Economic and do we create an intellectual environment in Humanitarian-Philosophy Problems of Modern which people may combine ways of putting Science, 2, 44–49. their ideas into practice, taking them from Barsukov, P., Karabulatova, I., Nekrassov, S., the imagination out into society to become Akhmetov, I., Mamatelashvili, O., & Hizbullin, viable and profitable goods and items? F. (2015). Transformation of social behavior Secondly, how may we turn our dreams into in the context of contemporary political crisis powerful projects with team support? One of the early XXI B. As a result, ethno-political can distinguish three principles, based on discourse of network war. Socio-Economic, these questions. Humanitarian and Philosophical Problems of The first principle is the universality Modern Science, 3, 60–70. principle. Everyone has a measure of Chernyshyev, S. (2001). Corporate entrepreneurship: creativity as a natural endowment to From the meaning to the subject. Moscow: improve and enhance the world in which Young Guard. we all live. The second is that freedom is Durkheim, E. (1991). About public labour division. necessary for expressing creativity. Freedom Sociology Method. Moscow: Science. allows the individual to determine his own Florida, R. (2007). The creative class: the people attitude towards his ideas, to accept or to who change future. Moscow: Publishing House reject them and to follow his own idea and Classics – XXI. imagination. The third is that markets and Frolova, E., & Kabanova, E. (2014). Directions connections are available for modifying and mechanisms of tourist attractiveness freedom in economic activity. This allows development of a territory. Actual Problems of a person or a company to produce goods, Economics, 167 (5), 297–305. to render service, to put prices on goods, to Gabdrafikov, I., Karabulatova, I., Khusnutdinova, predetermine the cost of a company and to L., & Vildanov, K. (2015). Ethnoconfessional sell and to purchase i.e. to transact business. factor in social adaptation of migrant workers in the Muslim regions of Russia. Mediterranean

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Pertanika J. Soc. Sci. & Hum. 25 (S): 179 - 194 (2017)

SOCIAL SCIENCES & HUMANITIES

Journal homepage: http://www.pertanika.upm.edu.my/

The Evolution of Characteristics of Gender Stereotypes in Modern Advertising as a Reflection of Consumer Demand

Dmitry V. Shkurkin1*, Ekaterina V. Shevchenko2, Elena A. Egorova3, Iskandar S. Kobersy4 and Venera O. Midova5 1Chief Executed Officer, Limited Liability Company “ELDirect”, 357100, Nevinnomyssk, Stavropol region, North Caucasian Federal District, Russia 2Kuban State University, Krasnodar, Krasnodar region, 350040 Southern Federal District, Russia 3Department of Industrial and Business Statistics, Plekhanov Russian Academy of Economics, 117997, Moscow, Central Federal District, Russia 4Department of Automobile Production and Vehicles’ Service, Polytechnic Institute (branch) of the Don State Technical University, 347900, Taganrog, Rostov region, Southern Federal District, Russia 5Department of Foreign Languages, Plekhanov Russian Academy of Economics, 117997, Moscow, Central Federal District, Russia

ABSTRACT Some of the pressing questions facing society today revolve around the role and position of women in society. What is her social position in the advanced, modern information and knowledge-based society of today? How does it affect her relationships at work and at home, how does she even combine work and home life and how does she impact decision- making at different levels in society? These are some of these pertinent questions. Perhaps the most pertinent question of all is how do mass media portray the social roles of men and women and how does this portrayal influence the social status of women? Gender studies in Russia is now gaining ground as changes in gender perception and roles become more pronounced and happen more rapidly. An important aspect of this study concerns consumer behaviour. Women have now gained greatly in purchasing power, and therefore their influence on the economic is great. Nevertheless, the motivation to purchase among men and women may arise from ARTICLE INFO Article history: different sources. This study looks at gender Received: 20 November 2016 Accepted: 5 May 2017 roles from this point of view in order to

E-mail addresses: understand how goods and services can be [email protected] (Dmitry V. Shkurkin), targeted at different consumer bases. [email protected] (Ekaterina V. Shevchenko), [email protected] (Elena A. Egorova), [email protected] (Iskandar S. Kobersy), Keywords: Consumer demand, gender stereotypes, [email protected] (Venera O. Midova) * Corresponding author men and women social roles

ISSN: 0128-7702 © Universiti Putra Malaysia Press Dmitry V. Shkurkin, Ekaterina V. Shevchenko, Elena A. Egorova, Iskandar S. Kobersy and Venera O. Midova

INTRODUCTION the type of shopping centre. Women spend, Mass media have unprecedented scope on average, 25% more time in malls than today. They are an essential component of men. Women also make up more than 75% social life, a source of information in the of patients at shopaholic treatment centres, form of ideas and concepts, images, which where people with addiction to shopping supplement and enrich human experience, receive treatment. form its values and norms and actively Consumer behaviour and women’s influence behaviour. Today, mass media have preferences are based on their mentality a direct influence on public opinion. and way of thinking. Modern psychology The modern woman is socially active states that in the course of evolution, nature today (many men believe too active). endowed women with the ability to quickly About 16% of women are involved in and easily adapt to life and environmental legislation globally. According to official conditions. Women can better distinguish statistics, in Russia 55% of heads and highly materials and forms, hear better, react to qualified specialists are women (Shkurkin, noise more sharply and see better in the Sogacheva, Logvencheva, & Khramova, twilight and at night. 2016). Of people with higher education In early childhood, women master participating in the economy 26% are speech quickly and acquire the ability to woman, while 21% are men. The goods and communicate. They are more interested services market, focused on women, to grow in people and their problems, are more more rapidly. sensitive to social contact and can better Women are more active consumers understand the other person (Kobersy et than men are. Marketing professionals al., 2016). Women want and are ready to traditionally are interested in this half of communicate, participate with pleasure in the audience, since it gets the greatest consumer competitions, writing letters and volume of constant demand goods (FMCG) communicating with promoters in shops. and household services; indeed, 85% of More than 80% of participants of all BTL all consumer spending is by women! Due (below the line) actions are women. Women to the growth of the number of women submit to foreign authority more easily and worldwide, their social status has increased are inclined to consider that the interests of and consumer ability, and due to the gradual others are more important than their own displacement of women’s basic motivations, (Ketkar & Ketkar, 1987). Market research marketing specialists’ interest in the female shows that modern women react better than audience is further enhanced. Shopping modern men to the pricing and more than centres are undoubtedly interested in 85% of buyers during sales are women. women; research shows that women visitors Scientists from Johns Hopkins Institute to shopping centres number highly than men of Medicine in the USA have found essential visitors, from 60% to 85%, depending on differences in the structure of men and

180 Pertanika J. Soc. Sci. & Hum. 25 (S): 179 - 194 (2017) The Gender Stereotypes Representative Characteristics Evolution women’s brains that suggest that men and METHODS women think and behave differently because According to McCann Erickson y, there the structure of their brains is different. are five basic types of female consumer in This seems to be reflected, in particular, in modern Russia: their perception of marketing incentives as Rich and beautiful: These are aged 18- women seem to be more easily influenced 25 years and have an income significantly by advertising than men. Observation of higher than the average (more than women’s daily behaviour seems to confirm USD2000 per family member monthly). this, as she is seen to react emotionally more Their education is mainly the highest, easily, fall victim to prejudice more easily and they do not work. They have wealthy amd believe in “miracle” remedies offered husbands (lover, parents) or a business that in advertisements more easily than men does not require their constant presence. (Zdravomyslova, 2007). The main life value for these women is Studies show that men and women use social status, made up of elements such different parts of the brain when they are as success, fame, recognition, expensive lost. Men move, as a rule, purposefully, possessions like diamonds etc. They have a defining in advance their direction in lot of money and free time, so they love to their internal navigation system. Women shop. In their consumer behaviour they are rarely hold to the determined plan of the guided by well-known brands (“After all movement, for example, often moving only the best can satisfy me!”) and pleasure through the mall irregularly, stopping to in all its forms (“Life provides a sea of look in all ‘interesting’ outlets. Specialists opportunities, it would be strange to refuse in market trade space noticed this feature them!”). Men, by this group of women, are of gender psychology long ago: men prefer perceived only as a deep wallet. They love clear space zoning as random, mosaic to shop in fashion centres and in boutiques, arrangement of goods annoys them but they frequent large shopping centres and this type of goods placement works with focus on mass service. They value elitism in women as they are more inclined to make advertising, emphasising their social status, impulsive purchases. At indoor public sophistication and seduction. The number gatherings, for example in shopping centres, of this segment of female consumers is woman are more likely lose the ability to growing rapidly, especially in cities. estimate events critically, including the “Dray-horse”: These are over the age need for shopping (Zdravomyslova, 2007). of 27 years and their income is average This is seen in the tendency of women to and below average, while their education spend all their money during shopping, not level is mainly specialised secondary. They necessarily for the purchase of goods they are married, as a rule, and have children actually need. (Fröberg et al., 2014). These women work, but mental work is not called for much in

Pertanika J. Soc. Sci. & Hum. 25 (S): 179 - 194 (2017) 181 Dmitry V. Shkurkin, Ekaterina V. Shevchenko, Elena A. Egorova, Iskandar S. Kobersy and Venera O. Midova their work as they are mainly labourers, there is more time for shopping, or by the saleswomen, clerks etc.). Their life revolves principle “all in one place” in order to save around the interests of the family and making time and for convenience. They sometimes money. There is usually not enough money allocate half a day for shopping in large in the family. Their dreams are simple shopping centres. Advertisement focused and pedestrian: to establish their children on this segment contain clear rational securely in life, to live for themselves and benefits of offers and appeal to the ideas of work less, to give more time to the family, growth, self-realisation and social success. which they are not able to afford, to improve Excessive sentimentality and baby talk do living conditions, to lose weight, among not work on these women. others. They visit mainly clothing markets Intellectuals – These are women of and inexpensive shopping malls, discount various ages, although always over 20 stores, sales centres, and comfortable local years old, with a higher, mainly humanities and regional shopping centres. Shopping education, as a rule, usually married and with malls that cater for them focus on “eternal children. Their work is usually intellectual, female values” in their advertising such as and they are mostly teachers, engineers, children, animals, flowers, family scenes of programmers, economists etc. Often they peace and relaxation. Abstract advertising are involved in creative activities. These would not attract these women. women have a rather composed attitude to Modern and business-minded – These money and other material values, believing are aged 25-40 years, with average or above that money is not everything. The family is average income, higher education, often not their main focus in life, and a husband is with more than one degree and they are often perceived, first, as a friend and like-minded single and childless. These women work in individual, while children are “spiritual large Russian and foreign companies or hold successors”. These women will always key positions in small companies. They have find something for which to be glad in little time for anything, including shopping life and they strive for inner and external as their lives revolve around their career harmony. They are interested in self- and they do not have financial problems. development. They hate clothing markets, These women often have feminist beliefs shopping centres and malls. They appreciate and are very efficient. Their dreams are originality, novelty, subtle humour and simple – to go on holiday or to catch up lyricism in advertising (Fröberg et al., 2014). on sleep – as well as ambitious – to hold a The intellectuals reject feminism in all its higher position, to raise their income level, manifestations. to find a ‘worthy’ male partner (Fröberg et Students – These are aged 16-30 years, al., 2014). Their thinking is similar to that single and have no children. They are mainly of men, and they are rational and dynamic. schoolgirls and high-school students of They often shop during business trips when colleges and institutions. They may work,

182 Pertanika J. Soc. Sci. & Hum. 25 (S): 179 - 194 (2017) The Gender Stereotypes Representative Characteristics Evolution but in positions that do not require a liability Newspapers and the Internet in women (courier, secretary on the reception, junior cohorts of 18-25 years take the fourth place manager). They have little money, but a equally; in women cohorts of 15-45 years lot of time, so they are fond of going to it is radio. At the same time women cohort shopping centres to “hang out” as they of 35-45 years among the mass media the enjoy communication and entertainment least preferred Internet, it is at the fifth with their peers. They seem for to live for place. The respondents were asked to fill the moment and rarely indulge in planned in a questionnaire consisting of questions shopping as they are impulse buyers. They on demographics and skincare (cleaning, can spend a lot of money in a short period nutrition, extra care, protection). of time, and may even borrow money from Brand preferences concerning fashion friends to buy what catches their fancy. They goods (clothes, shoes, accessories, perfumes, fundamentally do not want to be perfect, but cosmetics) tend to suggest that woman prefer prefer to appear cool and unique, so they buy beauty products. According to marketing mostly “cool” things. They are irrepressible, research, when choosing outerwear (for unruly and in constant search of something example, products made of leather and fur) new (boyfriend, handbags etc.) and indulge and jewellery made of precious metal, more in flirting. They see themselves as rich and women than men are guided by the attractive beautiful or modern and business-like but appearance of the goods. Men in many cases never as “dray-horses”). Large shopping are ready to consider only brands familiar malls with a nice, large food court appeal to to them, while women are more attracted them. Marketing communications focused to visually perceived consumer properties on this type of consumer highlights “cool of goods. When choosing jewellery, brand advertising”. They prefer skincare products, may not be a woman’s main consideration. according to a 2016 sociological poll However, when purchasing goods that involving 400 women of different ages they are not familiar with such as electrical and social status. Data were derived from goods, women are likely to be guided by the Government Statistic Committee in brand. the Kemerovo region in July, 2014. The Large shopping malls and centres use respondents were divided by age structure. their understanding of women’s consumer The study objects were women of two age behaviour quite successfully. For example, cohorts: 18-25 years (200 women) and women’s clothing stores place items for 35-45 years (200 women). From the mass children with accessories for men as women media in women cohorts (18-25 and 35-45 buy these goods for their family based years) television is on the first place, radio on remorse after spending so much on is on the second place in a women cohorts themselves. Women successful at the of 18-25 years; on the third place women workplace do not have a lot of time to shop cohorts 18-25 and 35-45 are magazines. for their children, and tend to compensate

Pertanika J. Soc. Sci. & Hum. 25 (S): 179 - 194 (2017) 183 Dmitry V. Shkurkin, Ekaterina V. Shevchenko, Elena A. Egorova, Iskandar S. Kobersy and Venera O. Midova by buying them gifts. Children’s products Figure 1 shows that the women in the are not located close to fashionable dresses age groups younger than 19 years (28.3%) and undergarments as they present an image and 20-29 years (21.4%) used cosmetics the of women, that of the caring mother, that most, while women 60 years and older used might not be compatible with the image of the least amount of cosmetics (5.7%). women as attractive. Men’s accessories may Figure 2 shows their marital status. For be included in the range of female goods these modern woman, marriage was not the as women may want to buy gifts for their reason to stop taking care of themselves. husbands out of a sense of guilt if they have Approximately the same percentage of bought apparel for themselves to attract the married and unmarried women used attention of other men (Zdravomyslova, cosmetics. 2007). Most of the women who used cosmetics had a family of three to four members, RESULT as shown in Figure 3. Figure 4 shows In a survey, it was found that 79.5% of that women with higher education used women use cosmetics. The women were cosmetics the most (48.1%). studied by age group, as shown in Figure 1.

Figure 1. Use of cosmetics by women according to age: Younger than 19 years; 20-29 years; 30-39 years; 40-49 years; 50-59 years; 60 years and older

Figure 2. Marital status of the women surveyed

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Figure 3. Family organisation of the women surveyed

Figure 4. Education level of the women surveyed

Figure 5 shows that most of the women • Step 3 – extra care; who used cosmetics were still studying • Step 4 – toning and protection. (43.4%), while those who used cosmetics The first step of any skincare is the least were retirees (3.3%). purification. This operation can be carried Information collected on income is out using various cosmetic products such important as it allows tracking of preference as a lotion, emulsion, cream, scrub, cream- for skincare. Figure 6 and Figure 7 show peeling agent using fruit acids, cleansing that for the majority, income did not exceed gel, liquid soap, soap and others. 3,000 rubles (43.7%). It is generally people Figure 8 shows that the women under 19 years. The greatest income was surveyed preferred to use a lotion, cleansing 9,001 and above, earned by the respondents gel, soap and cream-scrub. The smallest aged from 30 to 49 years. percentage preferred cream-peeling using Women seemed to prefer skincare. For fruit acids, apparently because they did not better positioning in the market cosmetic have information about cleansing agents. companies expand their rage of products However, in spite of the preferences, a based on stage-by-stage use: higher percentage purchased soap, gel- • Step 1 – purification; cleanser, lotion and cream scrub, while the • Step 2 – nutrition; smallest purchased an emulsion. Figure 8

Pertanika J. Soc. Sci. & Hum. 25 (S): 179 - 194 (2017) 185 Dmitry V. Shkurkin, Ekaterina V. Shevchenko, Elena A. Egorova, Iskandar S. Kobersy and Venera O. Midova

Figure 5. Occupation of the women surveyed

Figure 6. Income level of the women surveyed

Figure 7. Income level and age of the women surveyed also shows that the women did not always scrub cream, cleansing gel and liquid soap buy what they preferred. Soap and cream- probably because their income did not allow peeling agents were bought more often than them to purchase the products that they they were preferred. Moreover, the largest preferred. percentage of purchases accounted for soap The second step in skincare is skin probably because it is the most common and nutrition. This depends on correctly available cleansing product. The women choosing a product. preferred but did not always buy a lotion, Figure 9 shows that most women

186 Pertanika J. Soc. Sci. & Hum. 25 (S): 179 - 194 (2017) The Gender Stereotypes Representative Characteristics Evolution preferred to use a nourishing cream for purchase did not depend on income or any combined and normal skin, while the least other social factors. number of women chose a skin cream for The next step in skin care is extra care. sensitive skin. Figure 10 shows that the highest percentage The figure also shows that there was of the women surveyed used cleansing, a big difference between preference and nourishing and moisturising masks, while purchasing power. The women more the smallest used eyelid gel and eyelid often bought what they preferred. This serum. That is, the women preferred to was because they were catering for skin use additional overall skincare more than type, which is natural, and therefore, their additional care of skin around the eyes.

Figure 8. Preference and purchase of cleansing products

Figure 9. Cosmetics preference and purchase of skin nutrition products

Figure 10. Preference and purchase means for additional skincare

Pertanika J. Soc. Sci. & Hum. 25 (S): 179 - 194 (2017) 187 Dmitry V. Shkurkin, Ekaterina V. Shevchenko, Elena A. Egorova, Iskandar S. Kobersy and Venera O. Midova

The women bought more cleansing, only in summer, to protect themselves from moisturising and nourishing masks, while direct sunlight when they are most likely to the products they bought least of all were be out in the open. eyelid gel and eyelid serum, which they also The majority of the women did not preferred the least. buy creams with a protective factor, while The figure also shows that most of a moderate number bought it for use only the women surveyed preferred rather in summer and the lowest percentage of than bought additional skincare products. women bought it for use throughout the year. They bought cleansing masks, perhaps It is possible to say that purchasing power due to the fact that the majority of the and the preference of these consumers respondents were 29 years old, that is, they concerning creams with a protective factor were young women with problem skin. The were identical. Most of the women as did product they bought least of all was eyelid not prefer it, so they did not buy these serum, probably because of income and age creams. Apparently, the women were restrictions. poorly informed concerning the need for a The final stage of skincare is protection. protective factor in skincare products. The sun’s rays are the main cause of skin From the data obtained, it is possible to ageing and premature wrinkling and can lead draw the conclusion that of all the skincare to serious changes in skin cells. Therefore, agents the women surveyed used cleansers, the skin must be protected. Figure 11 shows including masks most often, nourishing that most of the women had no desire masks less often and eyelid products and to use creams with a protective factor, skin protection rarely. Only 33.3% of the perhaps because they knew little of their women practised a full skincare regimen. benefit. Only 13.3% of the women, who The biggest differences between were already over 40 years of age, chose preference and purchasing power were to protect their skin from the sun’s rays. observed for lotions, creams, scrubs Almost one third of the women surveyed and moisturising and nourishing masks, preferred creams with a protective factor probably because of their high price. Some

Figure 11. Preference and purchase of creams with a protective factor.

188 Pertanika J. Soc. Sci. & Hum. 25 (S): 179 - 194 (2017) The Gender Stereotypes Representative Characteristics Evolution were forced to use soap because of a low Table 1 level of income. The cohort of women aged 18-25 years who In terms of broadcasting, older women preferred the radio as a medium of communication and radio stations preferred preferred broadcasts about the family, home and politics more than younger women. N Radio station Percentage, % The response rate of women of both age 1. «Evropa +» 36.5 cohorts, 18-25 and 35-45 years of age, to 2. «Russian radio» 31.4 the questionnaire that was given to them was 3. «Dynamite FM» 18.8 poor. They were asked to note their favourite 4. «Hit FM» 7.5 websites on the Internet. The small number 5. «Auto-radio» 3 of websites specified provided information 6. «Retro FM» 1.4 on fashion, the weather, astrology, cookery 7. «Radio Rus» 1.4 and plants. The women preferred television programmes that included advertising. Table 2 It would appear from the results of our The cohort of women aged 35-45 years who study that the information given on woman’s preferred the radio as a medium of communication role in society and in the media (in particular and radio stations preferred in magazines) is one-sided. There is a N Radio station Percentage, % tendency to simplify woman’s role in society, 1. «Russian radio» 36.2 that is, to portray women as wife, hostess 2. «Evropa +» 11.6 and mistress. Even information devoted to 3. «Radio of Russia» 11.2 children’s education and relationship was 4. «Mayak» 9.9 insufficient(2.5%). 5. «Retro FM» 7.7 The mass media play an important 6. «Radio Rus» 7.7 role in creating and maintaining gender 7. «Hit FM» 6 stereotypes. Mass media tend to peddle a 8. «Dynamite FM» 5.2 9. «Auto-radio» 3.1 certain type of image of women. This image corresponds to gender stereotypes that portray women as mother, wife, housewife their values, requirements and interpretation and mistress. There is little broadcast to of gender characteristics. support women in spiritual creativity and professional self-realisation. Mass media DISCUSSION tend to broadcast wrong reference points Many researchers have tried to define and for woman. describe the influence of mass media on The individual perception of the individuals, public opinion and behaviour information transmitted by the mass media in general. Two fundamental approaches to depends on his or her value system. The researching mass media are discernible. The women chose products and services based on first approach claimed that the media have

Pertanika J. Soc. Sci. & Hum. 25 (S): 179 - 194 (2017) 189 Dmitry V. Shkurkin, Ekaterina V. Shevchenko, Elena A. Egorova, Iskandar S. Kobersy and Venera O. Midova a considerable impact on their audience, Lazarsfeld concluded that the political on political orientation formation and the preference of voters is explained with the population in general. The second approach help of socially determined characteristics, claims that the role of the mass media is such as social status, income, occupation, minimal and that its influence is defined by religion etc. and the media at the same time, a number of mediated factors. working to strengthen existing, previously- Lippmann’s works formed a theoretical formed political attitudes and orientation basis for the first approach. The researcher (Dzyaloshinsky, 2016). raised the idea of the omnipotence of Lazarsfeld’s proposed model of the mass the media, considering that its impact media’s role in the formation of electoral on audience is direct, perceived, directly behaviour began to be actively used in pointed and connected with the formation analysis of the mass media’s influence of finished concepts (Lippmann, 1965). on people’s behaviour in other spheres. Since the end of the First World War and up Therefore, the main efforts of mass media to the 1940s, the media were considered to researchers were focused on taking into have great strength, manipulating the mind account, if possible, all factors mediating the of the masses, which was described as a impact of the mass media on audiences and passive recipient of messages. At that time, defining at what point their configuration in the behavioristic model, claiming that mass this influence becomes the most effective. media make huge, direct and immediate As expected, the mediating factors were so impact on mass audiences, causing fast and many that their final account was, in fact, direct reaction, which can be expected and impossible. Klapper in his book The Effects predicted, became standard. of the Mass Media listed several: The works of Lazarsfeld, Hovland, • selective perception based Klapper and some other researchers led to on primary installations of the the formation of the second approach, which audience; disproved the concept of the direct impact of mass media on the audience. Working at • social and demographic the Bureau of Applied Social Research at characteristics of the audience Columbia University, Lazarsfeld was the members; first to conduct systematic research into • psychological characteristics of the the installations and forces influencing audience, first of all, frustration at formation of electoral behaviour. Obviously, the individual level; the media were also in sight. Lazarsfeld • type and the degree of a group’s concluded that mass media are not the assimilation of norms; only source of political informing, as interpersonal communication is no less • social environment features that important in this aspect. In addition, affect the individual before the contact with mass media;

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• lapse of time after the audience 5. Sexual harassment at work has had contact with the media 6. Women’s trading (Klapper, 1961, p. 8). II. Traditionally assumed “women’s problems” (17.7%) All these factors work in the various 1. Medical directions, but in general, they mediate 2. Parenting, motherhood communicative influence so that the III. The modern woman’s role in society influence gains a stabilising character i.e. (16.5%) it fixes and strengthens the value system of 1. Women’s career, professional the individual. Information that is directed women, the ability to on change of this value system, either is accommodate multiple roles not acquired in general or acquired in the 2. Woman and power distorted variant and then starts working 3. Woman and business towards reinforcement of the existing IV. Social and psychological problems position. Zdravomyslova conducted a (13.9%) survey of 100 representatives of the central 1. Quality of life, poverty mass media on the subject of the attitude 2. Adaptation of women to rough of Russian journalists to women’s issues. changes in life According to them, there is a big list of 3. Gender relationship problems related to the modern woman 4. Alcoholism that rarely fall within the focus of media 5. Women’s psychology attention. O. M. Zdravomyslova recorded 6. Age problems the following answers: V. Women’s self-realisation as persons I. Discrimination of women in society (11.4%) (36.4%) 1. Women’s loneliness (social, 1. Women’s employment and home) unemployment; professional 2. Independence education in discrimination; competition with women’s minds men for a job that requires high 3. Experience of strong women who qualification and ability to make found a way out of crisis crucial decisions; women’s 4. Education for self-importance, leadership self-sufficiency 2. Formality of women’s equality 5. Education problems and rights VI. Women’s social security (3.8%) 3. Domination of man’s standards 1. Women’s moral security in society and approaches, underestimation 2. Women’s legal security of how women bring the country 3. Benefits for the unemployed and out of crisis after childbirth 4. Violence in the family

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Based on these answers, it is possible before younger generations. to conclude that women’s problems as We have been able to conclude that highlighted in mass media serve a one-sided the substantive basis of gender stereotypes point of view, with emphasis on several are that concrete qualities and behaviour plots such as psychology, physiology and models are accepted in different cultures appearance. At the same time the range of and that they correspond to masculine and possible subjects is much wider. Among feminine traits. Sociological research into them, the central place can take the socio- the identification of gender stereotypes legal, sociological, psychological, cultural with regards to Russian women shows that and economic problems of the modern in spite of the fact that many modern social woman. standards, norms and values concerning relationship between men and women CONCLUSION have become more flexible, most Russian This research looked into women’s women are subject to gender stereotypes, preferences as highlighted in mass media irrespective of their age and social status. and revealed that women’s choices are not dependent on age and do not REFERENCES correspond to the semantic maintenance Dzyaloshinsky, I. (2016). The Western experience of of a gender stereotype (“mother”, “wife”, the problems analysis of efficiency of mass media. The problem of efficiency of the propaganda “housewife”, “homemaker”). Based activity which is carried out by the mass media. on our research, we concluded that for Retrieved from http://www.dzyalosh.ru/01- most women consciousness of gender comm/statii/dzyalosh-01/opit.html stereotypes dominates. In the formation Fröberg, F., Rosendahl, I., Abbott, M., Romild, U., and reproduction of these stereotypes in Tengström, A., & Hallqvist, J. (2014). The public consciousness, the unimportant role incidence of problem gambling in a representative is played up by mass media. Sociological cohort of Swedish female and male 16-24 year- research results testify that materials about olds by socio-demographic characteristics, in women’s role in society as presented in comparison with 25-44 year-olds. Journal of mass media are presented from one point Gambling Studies, 31(3), 621–641. doi: http:// dx.doi.org/10.1007/s10899-014-9450-9 of view, with emphasis on several problems and thematic directions such as psychology, Hovland С. I., Janis I. L., & Kelly H. H. (1964). physiology and appearance. However, the Communication and persuasion. New Haven; London: Yale university press. range of issues affecting women is much wider. Therefore, the way the media present Ketkar, K., & Ketkar, S. (1987). Population dynamics problems of gender relationship and the and consumer demand. Applied Economics, 19(11), 1483–1495. doi: http://dx.doi. social roles of men and women has a huge org/10.1080/00036848700000078 impact on the public in terms of women’s status and steadily places gender stereotypes Klapper, J. (1961). The effects of mass communication.

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SOCIAL SCIENCES & HUMANITIES

Journal homepage: http://www.pertanika.upm.edu.my/

The Social and Pedagogical Characteristics of a Future Teacher’s Readiness for Developing the Intellectual and Creative Potential of a Junior Schoolchild in the Heterogeneous Ethnic Environment

Tatiana O. Bondareva1*, Natalia N. Khan2, Elena N. Pristupa3, Altynay Zh. Dossanova4, Tatiana L. Kremneva5 and Rakymzhan Turysbek6 1Department of Pedagogics and Psychology, Abai Kazakh National Pedagogical University, 050000, Almaty, Republic of Kazakhstan 2Abai Kazakh National Pedagogical University, 050000, Almaty, Republic of Kazakhstan, 3Department of Social Psychology and Pedagogy, Institute of Additional Professional Education of the Social Sphere Workers, 105066, Moscow, Central Federal District, Russia 4Department of Social and Humanities, Turan-Astana University, 010000, Astana, Republic of Kazakhstan, 5Moscow City Teacher-Training University, 129226, Moscow, Central Federal District, Russia 6L.N. Gumilyov Eurasian National University, 010000, Astana, Republic of Kazakhstan

ABSTRACT This article considers the social and pedagogical characteristics of a future teacher’s readiness for developing the intellectual and creative potential of a junior schoolchild in vocational training. The components of a future teacher’s professional readiness for developing the intellectual and creative potential of a junior schoolchild are defined. The phenomenon “readiness” is considered through the main approaches of professional readiness. Conditions for a successful formation of students’ readiness for developing an intellectual and creative potential are identified. The diagnostic tools of a future teacher’s readiness for developing the intellectual and creative potential of a junior schoolchild are presented. The fancy of any object, process or phenomenon that reproduces certain parts, connections and functions of a research object in a certain relation is defined. Training a future teacher ARTICLE INFO Article history: determined by the fact that all changes that Received: 20 November 2016 Accepted: 5 May 2017 are happening in society generally and in

E-mail addresses: education particularly is concentrated on a [email protected] (Tatiana O. Bondareva), teacher who is the major figure in the social [email protected] (Natalia N. Khan), [email protected] (Elena N. Pristupa), processes of the 21st century. There remain [email protected] (Altynay Zh. Dossanova), [email protected] (Tatiana L. Kremneva), the possibility of a future integral approach [email protected] (Rakymzhan Turysbek) * Corresponding author that is rather fruitful in researching the

ISSN: 0128-7702 © Universiti Putra Malaysia Press Tatiana O. Bondareva, Natalia N. Khan, Elena N. Pristupa, Altynay Zh. Dossanova, Tatiana L. Kremneva and Rakymzhan Turysbek intellectual and creative potential of a junior creativity (Barron, 2011, p. 46; Eggeret, schoolchild beyond the research focus of 2012, pp. 23-27) as teachers can make local domestic works. an effective impact on developing the intellectual and creative potential of junior Keywords: Creative potential, intellectual potential, schoolchildren only if they themselves are junior schoolchild, readiness, readiness model creative and intellectual to begin with. INTRODUCTION We understand a future teacher’s readiness for developing the intellectual As the importance of intellectual and creative and creative potential of a junior schoolchild activity, science, equipment and social as future teachers are trained to master interaction and humanistic and creative special competencies in developing a orientation of science and technical progress junior schoolchild’s ability and readiness grow, the demand for training specialists for creating new artefacts and solving to help shape the new social and economic complex cogitative tasks, assimilating and conditions of Kazakhstan becomes louder. using knowledge and experience, solving The people need proper guidance and problems and nurturing self-determination leadership to adapt to living conditions and creative self-realisation (Bondareva, in a swiftly changing times marked by a 2015). never-ending flow of information and its Bondareva listed the conditions for ensuing problems, although its benefits successful formation of students’ readiness cannot be denied. A changing world needs for developing intellectual and creative a social setting peopled with individuals potential as follows: of a high level of intellectual and creative potential and the readiness to pursue self- a) professionally orientated activity for development (Eggeret, 2012, pp. 23-27). a future teacher during his training The need for training is especially seen in (Blagg, 2013, p. 70; Cooper, 2014, the realm of education. Teachers need to p. 63); be trained who are capable of developing b) a systematic and structural approach the potential of every child, to make each to the process of developing the capable of professional self-development structural components of students’ and actualising his/her own potential. One intellectual and creative potential of the chief requirements for forming a and preparing them for work that future teacher’s readiness for developing will nurture those components in the intellectual and creative potential of junior schoolchildren; a junior schoolchild is the harmonious c) control over the training process by combination of a teacher’s personal and the teacher (May, 2014, p. 23); functional aspects of activity. In this paper, we explore the need to train future teachers d) productive organisation of a future in professional knowledge, ability and teacher’s educational and research

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activity (Pristupa, 2012); an identity one’s own creativity, e) theoretical and practical training originality, flexibility of thinking, of students on an interdisciplinary ease in generating ideas and basis (Carroll, 2013, p. 819; cultivating a luxuriant imagination, Fernandez-Berroca, Brackett & sensitivity to pedagogical Marc, 2011). problems, independence of judgement, independence, courage, METHODS determination, self-confidence, spontaneity, professional openness Problem solution of readiness for developing to all new experience); the intellectual and creative potential of a junior schoolchild must be done in the context 3. availability of knowledge, abilities, of the twin tasks being solved: development skills, experience in organising of a future teacher as an intellectual and the process of development of creative person and as a professional who elementary schoolchildren knows modern techniques of developing to develop their intellectual children intellectually and creatively and and creative ability (ability to who also has creative and communicative master methods, techniques and experience in solving pedagogical problems. techniques of developing the A future teacher’s professional readiness for intellectual and creative potential developing the intellectual and creative potential of of a junior schoolchild through a junior schoolchild is understood to be a difficult different activities and free and integral process in education; its core constitutes easy transfer from one activity are as follows (Bondareva, 2015): to another; modelling new non- standard pedagogical activities 1. high personal importance to and conditions that are favourable the humanistic idea of child for developing the intellectual development (teachers must realise and creative potential of a junior the importance of solving problems schoolchild and authoring creative and aspire to realise an identity programmes for the implementation as a professional and develop an of the pedagogical process and orientation to creative change of professional activity in changing pedagogical activity and intellectual conditions); and creative transformation of 4. ability to give a reflexive methods of training and the assessment of own activity (ability education system); to estimate own state, actions, 2. fulfilment of oneself as an needs and feelings objectively; intellectual and creative entity ability to analyse difficulties in and developing as features of realising the development of a

Pertanika J. Soc. Sci. & Hum. 25 (S): 195 - 210 (2017) 197 Tatiana O. Bondareva, Natalia N. Khan, Elena N. Pristupa, Altynay Zh. Dossanova, Tatiana L. Kremneva and Rakymzhan Turysbek

junior schoolchild’s intellectual The development of a junior and creative potential and in schoolchild’s intellectual and creative communicating with creative potential requires purposeful teaching children; ability to project own and upbringing, otherwise intellectual work for developing the intellectual and creative features may not develop and creative potential of a junior beyond the initial level. At the germination schoolchild on the basis of such stage when the child has touch, emotional assessment). and intellectual experience, he begins to build the impulse for intellectual and In addition, it is impossible for a future creative potential or educational motivation. teacher to be ready to develop the intellectual Teachers need to nurture this educational and creative potential of a junior schoolchild motivation by guiding him and stimulating without developing a studying phenomenon, his development through intellectual and in particular, the stages of developing creative educational activity. At the imitation an intellectual and creative potential. stage which follows next, the teacher must Developing the intellectual and creative resort to using tools that prepare the child for potential of a junior schoolchild takes time as learning in the institutionalised setting of a it is а gradual process that happens in several school. These include personality-orientated stages. The first stage of this development is and educational techniques, games, germination. At this stage the child has had projects, information and communication touch, emotional and intellectual experience technologies and activities that teach how to and has built the impulse for intellectual and solve problems and take care of one’s health. creative potential (motivation). The second At the next stage, the intention stage, stage is imitation, when the child begins the teacher must create conditions for the assimilating the peculiarities of intellectual pupils’ self-actualisation that will develop and creative potential, techniques and their creativity and nurture self-reflection. methods of intellectual and creative activity. Reflection is a valuable orientation, an The third stage is intention, as the child esthetic attitude towards reality, a creative act learns how to transfer acquired connections in itself that allows the child to intentionally in the new conditions and search for new pinpoint impactful impressions that will relations. At this stage opportunities and further develop his learning process while the impulse to develop intellectual and enhancing it at the same time. In this way, creative potential appear. The fourth stage the child is guided towards developing is experience transformation according to the personal orientation of a creator, who personal opportunities, features and needs assumes a world perception that is different of the child. The fifth and final stage is the from others, which is of great importance psychological harmonisation of intellect and for the formation of intellectual and creative individualisation of creative activity. individuality.

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In the fourth stage, that of experience availability of materials and the age of the transformation, the compliance of individual child. Such a programme should ensure possibilities, features and needs of a junior the systematic and sequential acquisition schoolchild are prominent. Children of a of knowledge and skill and a personality- certain age have individual differences. The orientated approach to teaching junior individuality of a child is characterised by schoolchildren. the strength of his will, intellect, creativity The development of a child’s intellectual and the propensities peculiar to him that and creative potential leads to positive guide his response to moral, social and change in a junior schoolchild’s personality other experience, distinguishing him from and his ability to adapt to the surrounding other children. In addition, his feelings, community. It also provides a creative perception, thinking, memory, imagination, approach to solve both learning and life interests, tendencies, abilities, temperament problems (Bondareva, 2016). and character are uniquely his only. These In his research paper “Theory of individual differences influence the Training a Teacher Professionally”, Khmel development of his personality, responses characterised inter-conditionality and and needs. These are the most important functional interaction of motivational, considerations for a teacher to note at personal, substantial and procedural this stage of experience transformation. components rather fully. He wrote: The teacher must be ready to make partial The purpose of professional or temporary changes to the tasks and training and its result testify that content of teaching and educational work, each person who has mastered varying methods and forms to cater for the a profession faces three of its unique personality of each pupil to ensure aspects – substantial, personal and harmonious and wholesome development of procedural (technological) ones, i.e. each child’s personality. in the course of this professional At the final stage of the psychological training, the problems dealt with harmonisation of intellect and defining the fact that a specialist individualisation of creative activity, must know according to his duties, the teacher needs to nurture each junior how he will put this knowledge schoolchild’s intellectual and creative to use in his professional activity, individuality. what kind of qualities a person Bearing in mind that teaching junior must possess so that knowledge and schoolchildren is a five-stage process, abilities give a maximum result are the teacher should develop a suitable solved (1998, p. 325). programme that will address each stage as well as the individual needs of each junior According to the concept of schoolchild. This is best done based on the professional readiness, the model of a

Pertanika J. Soc. Sci. & Hum. 25 (S): 195 - 210 (2017) 199 Tatiana O. Bondareva, Natalia N. Khan, Elena N. Pristupa, Altynay Zh. Dossanova, Tatiana L. Kremneva and Rakymzhan Turysbek future teacher’s readiness for developing Therefore, in our opinion, future teachers’ the intellectual and creative potential of a need special organised activity in the course junior schoolchild includes motivational, of which a purposeful formation of readiness substantial, procedural and reflexive for developing the intellectual and creative components. The motivational component potential of a junior schoolchild is carried assumes availability of professional out. motives, realisation of project activity We assumed three levels of readiness and senior schoolchildren’s motivation available for developing the intellectual and to complete the activity well enough to creative potential of a junior schoolchild on satisfy the requirements of the syllabus. the basis of the developed model. They are The substantial component includes the as follows: reproductive (low), initiative ability to plan and organise professional (average) and intellectual and creative activity and interaction between teachers (high) levels. Studying the initial state of and their pupils, their cooperation, process the problem developed by us was carried organisation and management. The end out during the ascertaining experiment by result cannot be achieved without these. comparative analysis of the ideal model of This component is also called organisational readiness for developing the intellectual and or organiszational and administrative in creative potential of a junior schoolchild by the literature. The procedural component studying future teachers’ state of readiness. assumes using such criteria as initiative, Doctoral students enrolled in organisation, self-discipline, self-checking, the programme, Specialty 6D010200 independence, activity and efficiency. “Pedagogics and Methods of Primary These components are obligatory to Education”, conducted psychological and ensure prevention of ethnic conflicts in a pedagogical diagnostics to define a general heterogeneous ethnic environment. Finally, idea of teachers’ formed skills, necessary the reflexive component is an expression of for work organisation on developing the the student’s ability to introspect and self- intellectual and creative potential of a junior assess his performance, correcting mistakes schoolchild in Arkalyk State Pedagogical in the course of mastering the skills taught Institute named after I. Altynsarin and in high school. Pavlodar State Pedagogical Institute (Table 1, Table 2). RESULTS For measuring the levels of future The existing system of training in higher teachers’ readiness for developing the education institutions has sufficient social intellectual and creative potential of a and pedagogical potentialities for forming junior schoolchild we used the following intellectual and creative teachers; however, techniques: a terminal value feedback form it is not fully focused on developing the offered by Senin; a diagnostic technique intellectual and creative potential of pupils. of identity orientation by Bass (a feedback

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Table 1 Psychological and pedagogical diagnostics of a future teacher’s readiness for developing the intellectual and creative potential of a junior schoolchild

Components Criteria Indicators Diagnostic techniques Availability of a Positive motivation •• Terminal value feedback form positive attitude to towards the teaching (Senin) future profession; profession availability of a values attitude to the development To realise personal •• “The Diagnostic Technique of intellectual and significance in developing of Identity Orientation” by creative potential of a an intellectual and Bass (A feedback form by junior schoolchild creative potential Smekala-Kucher); •• Essay analysis: “A Teacher’s Creativity” Motivational To realise the necessity •• Professional Activity of formed readiness for Motivation Technique (by developing intellectual Zamfir and modification by and creative potential of a Rean); junior schoolchild •• Practice observation (in the classroom and out of the classroom). To acquire theoretical To know and understand •• Terminology Dictation; knowledge of the the essence and •• Cluster creation “Overall creative abilities of principles of the overall Pedagogical Process (OPP)”, a junior schoolchild pedagogical process and “Contradictions in OPP”; in the overall its contradictions pedagogical process •• Technique “Unfinished thesis”, pedagogical situations To know the essence of •• Technique “Assessment a junior schoolchild’s and Self-Assessment Map Substantial intellectual and creative of Skills Necessary for potential Developing the Intellectual and Creative Potential of a Junior Schoolchild”; •• Students’ learning activity analysis To know basic Ability to organise •• Training programme analysis; pedagogical skills intellectual and creative •• “Intellectual Training as to the creative activity in the classroom Exercises”; abilities of a junior and out of the classroom schoolchild •• Creative tasks analysis Ability to select, to •• Test and control lessons elaborate on learning analysis;

Procedural material content and •• Checking lesson plans; to solve pedagogical situations creatively •• Individual and group work tasks analysis; •• Class activity observation

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Table 2 Results of the psychological and pedagogical diagnostics of a future teacher’s readiness for developing the intellectual and creative potential of a junior schoolchild

No. Methodology Interpretation Results 1 “The Diagnostic • An orientation of their own identity (I), i.e. an 86% Technique of Identity orientation of a direct remuneration irrespective Orientation” by B. Bass of job content, a tendency to rivalry (A feedback form by • An orientation of communication (C), i.e. 23% Smekala-Kucher) aspiration to maintaining relations with people under any conditions, an orientation of respondents’ joint activity 2 Methods of studying Attraction factors: profession attraction • Working with people 55% factors • Appropriate job competencies 55% Repulsion factors: • Overtiredness 31% • Low salary 31% • Long working day 39% 3 Professional Activity • Earning money 32% Motivation Technique (Method by Zamfir and its modification by Rean) 4 Needs feedback form on Level of needs in achievements: achievements • Lower average 46% (Orlov) • Average 32% • High 3% 5 Terminal values feedback Own prestige: 35% form (father) • Creativity 9% (Senin) • Self-development 12% • Achievements 8% • Spiritual gratification 8% 6 Skills questionnaire on • Respondents specify the object of a teacher’s 32% developing the intellectual activity (overall pedagogical process) correctly and creative potential of a • Respondents denote the terms‘intelligence’ and 12% junior schoolchild ‘creativity’. • The essence of intellectual and creative potential 8% and peculiarities of developing the intellectual and creative potential of a junior schoolchild • Structural components, to specify special - peculiarities of intellectual and creative potential form by Smekala-Kucher); motivational Creativity”; terminology dictation; a research of professional activity (methods training programme, “Intellectual Training by Zamfir and its modification by Rean); a Exercises”; creative tasks; practice technique “Assessment and Self-Assessment observation (in the classroom and out of Map of Skills, Necessary for Developing the classroom) and polling techniques the Intellectual and Creative Potential of a (conversation and interview). Junior Schoolchild”; an essay “A Teacher’s

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The diagnostics of readiness components of each person have various degrees of for developing intellectual and creative importance for different people to some potential were carried out among the extent, and secondly, various desires and students of specialty 5B010200 “Pedagogics aspirations for each person, which are one and Methods of Primary Education” at of the components for the orientation of Pavlodar State Pedagogical Institute (PSPI) his personality, are implemented in these and Arkalyk State Pedagogical Institute vital spheres. The analysis of results of the named after Altynsarin (ArkSPI). The scales of terminal values showed that most experimental group included the students of of the students (60%) chose active social Arkalyk State Pedagogical Institute named contacts that speak about their aspiration to after Altynsarin. establish a favourable relationship with other The research was conducted from April people. In addition, the good result had an to September, 2015. Using the developed achievement scale of 62%, which indicates ideal model of a future teacher’s readiness the aspiration of a person to comprehend for developing the intellectual and creative the special and tangible results in various potential of a junior schoolchild, we periods of life. The smallest results had assumed that most of the students would values such as: own prestige – 12%, self- be at the low (reproductive) and average development – 24% and creativity. (initiative) levels. As positive motivation is The feedback form by Smekala- based on any successful activity, we began Kucher, an orientation questionnaire of by studying the motivational component. Bass, “The Diagnostic Technique of Identity It is known that it is necessary to provide Orientation” by Bass allowed us to find out information about internal motivation when what each student aspired to and the value proper activity is of great importance to the most important to him and if necessary, individual. to correct his behaviour. The results were as follows: about 78% of the interrogated Motivational Component Research students chose orientation of themselves The study of the motivational component (I) i.e. orientation of direct remuneration was carried out by means of diagnostic and satisfaction irrespective of work and techniques, feedback forms, a questionnaire, employees, aggression in status achievement conversation and observation. and privacy, a tendency to rivalry, irritability, uneasiness and introversion. Terminal value feedback form, Senin. The Professional Activity Motivation This personal feedback form was meant Technique (by Zamfir and its modification for diagnosing the vital purposes (terminal by Rean). The technique is meant for values) of a person. The feedback form diagnosing professional activity motivation, was based on two assumptions: Firstly, including pedagogical motivation. The that the vital spheres presented in the lives concept of internal and external motivation

Pertanika J. Soc. Sci. & Hum. 25 (S): 195 - 210 (2017) 203 Tatiana O. Bondareva, Natalia N. Khan, Elena N. Pristupa, Altynay Zh. Dossanova, Tatiana L. Kremneva and Rakymzhan Turysbek is based on this technique. It is possible schoolchild, the information culture of to speak about internal motivation if students and creative potential in revealing proper activity is of great importance the signs of the substantial component. It to the individual. If aspiration to satisfy was found that most of the students specified other needs, the activity (motives of social the object of teacher’s activity (overall prestige, salary etc.) is based on professional pedagogical process) correctly, but found activity motivation; in this case it is to it difficult to distinguish contradictions speak about external motivation. External in the overall pedagogical process. The motives are differentiated on external incomplete exercises technique showed positive and external negative ones. The that only 15% of the students could tell results are as follows: among motives for what intelligence and creativity were. professional activity, 79% of the respondents The students’ knowledge of the essence chose earning money, while 63% of the of a junior schoolchild’s intellectual and respondents chose satisfaction with the creative potential and the peculiarities of process and result of work. his development was very low. None of the Thus, on the basis of the developed students could list the structural components criteria and indicators, our research into and stages of development and specify the the motivational component allowed us to peculiarities of intellectual and creative conclude that the students preferred to use potential. social contacts and satisfaction of material benefits, so it was necessary to measure their Procedural component research. For the motivation towards their future profession. purpose of revealing the formed procedural About 77% of the students had a positive component, we observed the students’ attitude towards their future profession, learning activity and research skills. and 45% were going to work by profession. Special attention was paid to the solution During the conversation, it was found that of pedagogical tasks, and the results of the respondents had a positive attitude the educational and professional practice towards developing the intellectual and were analysed. The students’ abilities creative potential of a junior schoolchild and were estimated from the viewpoint of considered it to be an important direction in their independence, time spent on doing the activity of a primary schoolteacher, but reproductive tasks and the optimality of the they did not feel a personal need to develop received result. It became clear that most of this potential. the students were not able to conduct research independently; they preferred to solve tasks Substantial component research. We in the traditional way and generally offered studied the initial level of knowledge pupils reproductive tasks. Most of the that allows for the development of the students knew the theory of cooperation intellectual and creative potential of a junior technology, but they did not have the ability

204 Pertanika J. Soc. Sci. & Hum. 25 (S): 195 - 210 (2017) The Social and Pedagogical Characteristics of a Future to organise the team cognitive activity of in detail, most of the students solved pupils. In addition, the students showed the pedagogical and problem situations a low level of pedagogical reflection in correctly. Similar tasks were explained analysing their own pedagogical experience. to the junior schoolchildren, but 10% of them could not cope with these tasks. Reflexive (resultative) component In the course of observing the students’ research. The study of the reflexive pedagogical practice, it became clear that (resultative) component was carried out in most of the students were not able to solve two ways: The first was conducted by means problem situations, using personal features of specially selected tasks and pedagogical such as self-determination and creative self- situations connected with the solution of actualisation. Junior schoolchildren faced unusual and problematic situations. The difficulties concerning their abilities to find second was conducted using problem solutions, based on the intuitive mechanisms situations during the pedagogical practice. of thinking (associativity, analogue and The first task provided some difficulty probability) and reason to prove and uphold in solving pedagogical and problematic their idea. situations, and only 15% of the students Table 3 shows the results of our research could cope with the given tasks. The into the levels of formed motivational, future teachers did not consider all angles substantial, procedural and reflexive of the problem in solving the pedagogical (resultative) components of the students’ situations. They mostly analysed the readiness for the activities we prepared. relations that were readily obvious, and did Table 3 shows that five students not see the hidden problems; therefore, they possessed the intellectual and creative established only the external coherence of level of readiness for developing the the situations. Consequently, they offered intellectual and creative potential of a stereotypical solutions that were less junior schoolchild. Most of the students effective for working with children to were at the reproductive (low) and initiative develop their intellectual and creative (average) levels of readiness for developing potential. the intellectual and creativity of a junior After explaining the second task schoolchild.

Table 3 Results of the levels of primary school teachers’ readiness for developing the intellectual and creative potential of a junior schoolchild

Levels of Readiness for Developing the Intellectual and Creative Potential of a Junior Schoolchild High (Intellectual and Average Low No. Students creative) (Initiative) (Reproductive) 1 PSPI (70) 3% 68% 29% 2 ArkSPI (50) 1% 42% 57%

Pertanika J. Soc. Sci. & Hum. 25 (S): 195 - 210 (2017) 205 Tatiana O. Bondareva, Natalia N. Khan, Elena N. Pristupa, Altynay Zh. Dossanova, Tatiana L. Kremneva and Rakymzhan Turysbek

The results for the levels of primary The diagnostics characterised the school teachers’ readiness for developing initial state of future teachers’ readiness the intellectual and creative potential of a for developing the intellectual and junior schoolchild are given in the diagram creative potential of a junior schoolchild below (Figure 1). in accordance with the levels of each The results of the experiment showed component of readiness that we researched. that the process of training future teachers Researching the initial state of a future to develop the intellectual and creative teacher’s readiness for developing the potential of a junior schoolchild needs intellectual and creative potential of a junior further improvement. The analysis of schoolchild showed that the majority had the results showed that the levels of the average (68%) and low (26%) levels. The main components of readiness were control stage provided affirmation that different. The motivational component special work on forming the qualities under turned out to be the one that was most research within the professional training of formed, while the substantial, procedural a future teacher was necessary. and reflexive components corresponded Thus, based on the worked out model of to the reproductive and initiative levels, a future teacher’s readiness for developing in particular, the indicators that reflected the intellectual and creative potential of a knowledge about the essence of a junior junior schoolchild, we supposed that most of schoolchild’s intellectual and creative students would be at the low (reproductive) potential, ability to organise research and and average (initiative) levels. As positive perform creative activity, to rework teaching motivation is the core of any successful material creatively and to analyse his or her activity, we began studying a motivational own pedagogical activity. component at first. It is known that one

Figure 1. The results for the levels of primary school teachers’ readiness for developing the intellectual and creative potential of a junior schoolchild

206 Pertanika J. Soc. Sci. & Hum. 25 (S): 195 - 210 (2017) The Social and Pedagogical Characteristics of a Future should provide information about the an educational and extra-curricular internal motivation when a person’s own activity; activity is of great importance to him. If • to increase students’ intellectual motivation of professional activity is based and creative potential through on one’s aspiration to satisfying others’ motivation; external needs in relation to activity content • to create a mechanism for (motives of social prestige, a salary etc.), developing intellectual and creative one should speak about external motivation. potential; We studied the motivational component using the methods of questioning, individual • to organise the special course, and team conversations, rating and the test “Developing the Intellectual “The Diagnostic Technique of Identity and Creative Potential of Junior Orientation by Bass”. The results were Schoolchildren”; as follows: about 86% of the students • to plan teaching staff’s consultations chose orientation of themselves (I) i.e. as to forming intellectual and an orientation of direct remuneration creative potential through general irrespective of job content and a tendency and specialist disciplines; to rivalry. About 23% of the respondents • to organise the special seminar, chose orientation of communication (C) i.e. “A Future Teacher’s Readiness their aspiration to maintaining relations with for Developing the Intellectual people and an orientation of joint activity and Creative Potential of a Junior under any conditions. Schoolchild”; For the purpose of improving and correcting the ideal model of a future • to organise and coordinate an extra- teacher’s readiness for developing the curricular activity; intellectual and creative potential of a • to organise and coordinate games, junior schoolchild, we worked out the essay, psychological exercises and methodology of such training. The main trainings, consultations; stages of this training are as follows: • to improve future elementary school • to realise and design an integrated teachers’ development of their own approach to developing the intellectual and creative potential. intellectual and creative potential of a junior schoolchild during an The following results from the educational and extra-curricular experimental and pedagogical work on a activity; future teacher’s readiness for developing the intellectual and creative potential of a • to gauge the level of the formed junior schoolchild were received (Table 4). intellectual and creative potential of

Pertanika J. Soc. Sci. & Hum. 25 (S): 195 - 210 (2017) 207 Tatiana O. Bondareva, Natalia N. Khan, Elena N. Pristupa, Altynay Zh. Dossanova, Tatiana L. Kremneva and Rakymzhan Turysbek

Table 4 Results of the experimental and pedagogical work as to a future teacher’s readiness for developing the intellectual and creative potential of a junior schoolchild

Levels of Readiness for Developing the Intellectual and Creative Potential of a Junior Schoolchild High (Intellectual and Average Low Creative) (Initiative) (Reproductive) No. Students Initial Control Initial Control Initial Control Stage Stage Stage Stage Stage Stage Results Results Results Results Results Results 1 PSPI (70) 3% 5% 68% 56% 29% 39% 2 ArkSPI (50) 1% 49% 42% 29% 57% 22%

DISCUSSION In spite of the fact that there is a The training of future teachers to develop difference in interpreting the phenomenon intellectual and creative potential is one “readiness” and its structures, it is considered of the important tasks of modern higher a primary and indispensable condition for pedagogical education. To serve society, a successful performance of any activity in future teacher must show ideal behaviour research. Readiness is the form of human as society expects a certain result from activity that is included in the general his work and assumes that he will act and system of activity. behave as a conscientious citizen capable of Various types of pedagogical activity independent thought and work. serve as social objects of a teacher’s readiness. There is no unambiguous interpretation They are as follows: educational work at of the concept “readiness” in psychological school (Hanna, 2011), school subjects, and pedagogical literature. Scientists treat creative and intellectual development of it as a subject of activity. Other researchers children, etc. Therefore, readiness is defined consider readiness as realising a person’s in many respects depending on the object of active need and also study it as a social fixed its orientation. set characterising the public behaviour of a There are two main approaches to the person (Yadov, 2013, pp. 360-375). problem of professional readiness: functional Our study of the problems of training and personal (Carroll & McCulloch, 2014; teachers is directly influenced by the work of Torrance, 2011, p. 63). In the functional Khmel (1998, p. 325) and others. Scientists approach, readiness is considered as a have studied and worked out the theoretical psychological function (Driscoll, 2014, and practical bases for the formation of p. 45)whose formation is considered to a teacher’s identity and his professional be necessary for achieving good results in and significant qualities. To this end, pedagogical activity and as a psychological the structure of pedagogical activity and state of an identity that is shown at the pedagogical abilities is defined. functional level. According to the personal

208 Pertanika J. Soc. Sci. & Hum. 25 (S): 195 - 210 (2017) The Social and Pedagogical Characteristics of a Future approach, readiness is considered from the schoolchild. The Khabarshy-bulletine of the viewpoint of the personal premise, which National Pedagogical University Named After provides efficiency of the pedagogical Abai, 1(49), 336. activity (Kompırovıć & Žıvkovıć, 2012). Carroll, J. (2013). Human cognitive abilities: A survey of factor-analytic studies. New York, NY: CONCLUSION Cambridge university press. This is a review article. We are planning Cooper, H. (2014). Professional studies in primary education. Great Britain: University of Cumbria. to refine upon methods of training a future teacher for developing the intellectual and Driscoll, M. (2014). Psychology of learning for creative potential of a junior schoolchild and instruction. Boston: Allyn and Bacon. for designing an experiment. The problem Eggeret, S. (2012). Kreativitat – The dream of every of forming future teachers’ readiness for teacher. Munich, Berlin: Herder – Institut. developing an intellectual and creative Fernandez-Berroca, P., Brackett, P., & Marc, A. potential is multilateral as it combines (2011). Emotional Intelligence as a basic psychological, sociological and pedagogical competency in pre-service teacher training: aspects. We can deduce the concept of Some evidence. Electronic Journal of Research in Educational Psychology, 15(6), 437–454. professional readiness for work as a steady personal form in which the motives, values, Hanna, D. (2011). The importance of teachers’ attitude knowledge, skills and personal qualities in nurturing and educating gifted children. Gifted and Talented International, 26(1), 71. of a future specialist who predetermines an effective solution to intellectual and Khmel, N. (1998). Theory of training a teacher creative tasks in learning activity process professionally. Almaty: Galym. are integrated from the analysis of the Kompırovıć, T., & Žıvkovıć, P. (2012). Teacher problems faced by a future teacher who is professional identity, creativity and cooperation: being professionally trained. results of an empirical study – Serbia. Journal of Educational and Instructional Studies in the World, 2(3). REFERENCES May, R. (2014). The courage to create. New York, Barron, F. (2011). Creative persons and creative NY: Norton. process. New York, NY: World. Pristupa, E. (2012). Social education in forming a Blagg, N. (2013). Can we teach intelligence? social healthy child. Herald of Kostroma State Hillsdale, NJ: Lawrence Erlbaum Associates. University named after N. A. Nekrassov, 18(1- Bondareva, T. (2015). A future teachers’ readiness for 1), 269–270. developing the intellectual and creative potential Torrance, E. (2011). Guiding creative talent – of a junior schoolchild. The Khabarshy-bulletine Englewood Cliffs. New York, NY: Word. of Eurasian National University Named After L.N. Gumilyev, 3(106), 109–113. Yadov, V. (2013). Self-adjustment and prognostics of an identities social behavior: Dispositional Bondareva, T. (2016). The stages of developing the concept. Moscow: Social Prognosis and intellectual and creative potential of a junior Marketing Center.

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Pertanika J. Soc. Sci. & Hum. 25 (S): 211 - 224 (2017)

SOCIAL SCIENCES & HUMANITIES

Journal homepage: http://www.pertanika.upm.edu.my/

Integrative Strategy of Constructing Positive Images of Ethnic Identity in Modern Electronic and Information Discourse

Lyudmila A. Shvachkina1, Valentina I. Rodionova1*, Dmitry A. Lushnikov2, Tatiana I. Barsukova3 and Aleksandr E. Gapich4 1Institute of Service and Business (branch) of Don State Technical University in Shakhty, 346500, Shakhty, Rostov region, Southern Federal District, Russia 2Department of Sociology, North-Caucasus Federal University, 355009, Stavropol, Stavropol region, Russia 3North-Caucasus Federal University, 355009, Stavropol, Stavropol region, Russia 4Ph.D. (Sociology), Assistant Professor, Institute of Education and Social Sciences of North-Caucasus Federal University, 355008, Stavropol, Stavropol region, Russia

ABSTRACT The tendency to globalisation of world space is observed in the modern world. In this regard, the ethnic factor in political processes and the management of Compound States are significantly updated. The going deep politicisation of ethnicity is accompanied by new manifestations in different processes that dictate the need of a search for theoretical and methodological means of research. Ethnicity represents a social construct whose intrinsic basis is self-attribution of the individual to the social community existing in subjective perception (‘We’) and the symbolic marking of cultural distinctions from other communities. Their formation/gain is influenced by ideas about objectivity and vernacularity of the existence of ‘we-groups’ and the significance of intergroup distinctions. Ethnic identity can be defined as a social construct that is a product of the subjective relation/perception of individuals of intergroup entities and contradictions filled by ethnic sense. In the modern world the permission of some questions is of great importance not only in the scientific, but also in the ideological and political sphere. These are questions such as forms whose distribution and information processing ARTICLE INFO Article history: society can accept; why information takes Received: 20 November 2016 the central place in modern social systems Accepted: 5 May 2017

E-mail addresses: and how it influences social, economic and [email protected] (Lyudmila A. Shvachkina), social relationships. [email protected] (Valentina I. Rodionova), [email protected] (Dmitry A. Lushnikov), [email protected] (Tatiana I. Barsukova), Keywords: Construction, nationalism, political [email protected] (Aleksandr E. Gapich) * Corresponding author technologies, ethnic identity

ISSN: 0128-7702 © Universiti Putra Malaysia Press Lyudmila A. Shvachkina, Valentina I. Rodionova, Dmitry A. Lushnikov, Tatiana I. Barsukova and Aleksandr E. Gapich

INTRODUCTION supporters of radical nationalism in any way The globalisation of the world, development to come to power, or, using a widespread of the information society, appearance metaphor, whether “The Weimar scenario” of new network technologies and the can be realized in the modern Russia?”. enhancement of innovative capacity The majority of research into Russian in production predetermine the use by nationalism was based on the structural political extremists of the new complicated functional approach and it considered and sophisticated methods and means in Russian nationalism as the objective activities (Robertson, 1992; Yarskaya- historical phenomenon. Another aspect Smirnov, 1998, pp. 4-12). It is necessary to that made the subject relevant was the need fight this negative political phenomenon. for scientific and objective study of Russian The question of the technologies used in the nationalism. In recent years the mass media course of the fight against negative ethnic has distributed materials concerning Russian identity has not been considered fully in local nationalism. The Owl Center, for example, and foreign scientific research as nationalism researches ‘hostility language’ in the mass is a difficult phenomenon to grasp and media and periodically publishes analytical understand. On the one hand, nationalism materials on this subject (Verkhovsky, 2005, appears as an invariable ‘satellite’ of modern p. 256; Verkhovsky, 2007, p. 260; Yasaveev, society; on the other hand, it is a subject 2004, p. 200). It is necessary to add that a of permanent debate in the political and certain subjectivity in representation of a academic environment. It is necessary to situation in the country is observed, in our mark the fact that nationalism is usually opinion, in the printing materials published perceived as a negative phenomenon. by nationalist groups and also in the self- The unconditional relevance of presentations of members of nationalist nationalism made it a subject of much movements and groups. Therefore, certainly, research especially on the radical research of an image of nationalism through manifestations of nationalism. After the the analysis of the rhetoric of the mass appearance in the social and political arena media and the self-presentation of the of groups positioning themselves as Russian persons representing themselves as Russian nationalists, such as the movements Memory nationalists is interesting. and the Russian National Unity, there have This paper reviews features of been numerous studies of this phenomenon nationalism in materials from the Republic in our country. However, as rightly pointed of Tatarstan, a poly-ethnic/multiethnic and out Sokolov, “the question of the nature and poly-confessional region of Russia. the reasons of distribution of Russian radical nationalism was auxiliary in relation to other METHODS question in the discussions that have taken The subject of constructing an image of place; it is a question of the possibility of Russian nationalism is complex. There is

212 Pertanika J. Soc. Sci. & Hum. 25 (S): 211 - 224 (2017) Integrative Strategy of Constructing Positive Images of Ethnic some scientific literature that explores this self-presentation of members of nationalist problem. The first group of sources include groups and movements is explained by the scientific works of social construction sotsio-dramaturgic approach offered by in general. Of particular note among Erving Goffman (Goffman, 2000). these are the works of the founders of The second group of sources explored phenomenological sociology, Alfred Schütz, research devoted to nationalism. The main Peter Ludwig Berger and Thomas Luckmann papers offered by this group considered (as cited in Anderson, 2001, p. 30; Berger, the modern concepts of nationalism and 1995, p. 303), while Pierre Bourdieu made researched nationalism from the perspective significant contributions to the theory of the of historical and political science. Prominent social construction of reality, highlighting members of this group include Brubaker, the theory of habitus, offering heuristic Deutsch, Gellner, Cohn, Mosse, Rokkan, ability to integrate constructionist and Suny, Seton-Watson, Smith, Tilly, Hroch structuralist theories (Bourdieu, 2001). etc. (Gans, 1979; Hroch, 2000). Specificity constructionist activity in Constructionists’ approach to the media was the object of the analysis nationalism was reflected in papers of scholars such as Behr, Bosk, Iyengar, written by Billing, Anderson, Breuilly, McCombs, Hilgartner, Shaw etc. (Behr, Hastings, Greenfeld, Hobsbawm etc. The 1985; Held, 1991, pp. 197-235; McCombs, important contribution to the analysis of 1972). Consideration of constructionist the constructioning of nationalism in media activity through the prism of the construction space was made by Gagnon, Gans, McLeod, of social problems was justified in papers MacLuhan, Meyrowitz, Foster, Held, written by Burr, Best, Blumer, Kitsuse, Edelman and Schlesinger (Edelman, 1972; Spector, Schneider etc. Among domestic Foster, 1999; Gagnon, 1997; Gans, 1979; theorists of the constructioning of social McCombs, 1972; McLeod, 1991, pp. 235- problems it is necessary to mention 266; Meyrowitz, 1985; Schlesinger, 1991). Dyakova, Zdravomyslova, Meylakhs, The third group of sources looked at Saveliev, Temkin, Trachtenberg, Iarskaia- Russian nationalism. The most significant of Smirnova, Yasaveeva etc. (Dyakova, 1999, these were Zdravomyslov, Mnatsakanyan, p. 130; Saveleva, 2007, p. 264; Yarskaya- Muhametshina, Koksharov, Ponarin, Smirnov, 1998, pp. 4-12; Yasaveev, 2004, Sidorina, Sikevich etc. (Kohn, 1961; Rokkan, p. 200). 1975; Seton-Watson, 1977; Smith, 1986; The constructioning of social reality Suny, 2001). These authors not only looked through relationships between individuals at sociological but also politological and is a subject of symbolic interactionism. The sociopsychological theories of nationalism. main theorists of this idea are Blumer and The papers of this group that were of the Mead (Blumer, 1984, pp. 173-179; Mead, greatest value were those by Koroteeva and 1994). The important role in research of the Tishkov. (Koroteeva, 1993; Tishkov, 1998).

Pertanika J. Soc. Sci. & Hum. 25 (S): 211 - 224 (2017) 213 Lyudmila A. Shvachkina, Valentina I. Rodionova, Dmitry A. Lushnikov, Tatiana I. Barsukova and Aleksandr E. Gapich

These papers attempted a constructionist logical and typological analysis methods. analysis of nations and nationalism. Empirical data were obtained based on the Other important works in the field following empirical methods: qualitative looked at, among others, the: content analysis of materials of mass media at the federal and regional level (“Russian a) theoretical models within newspaper”, “News”, “The Independent phenomenology (Schütz, Berger Newspaper”, “Evening Kazan”, “East and Luckmann) and symbolic Express”, “Star of the Volga Region”, “The interactionism (George Herbert Republic of Tatarstan”) during the period Mead and Herbert Blumer); 2000-2008. b) theories of constructioning of social problems in the mass media (Robert RESULTS Behr, McCombs, Hilgartner, Shaw, It is necessary to consider that the Spector, Kitsuse, Spector, Schneider constructioning of social reality happens at and Bosk); different levels. In particular, in speaking c) social and dramaturgic approach about the constructioning of an image of (Hofmann); Russian nationalism at the macro level we d) theoretical concepts considering need to deal with such public institutions nationalism as a social construct as mass media, science and state governing (Anderson, Hastings, Billing, bodies. On constructioning an image of Greenfeld, Gellner, Hobsbawm Russian nationalism at the micro level, we and Breuilly); look at the constructioning of reality by individuals. e) concepts of constructioning of The process of globalisation that nationalism in mass media (Gagnon, happens at the levels of system and social Gans, McLeod, MacLuhan, integration have various intensities in Meyrowitz, Foster, Held, Edelman different countries; therefore, modern and Schlesinger); nationalism gets is coloured by local reaction f) typologies of nationalisms (Cohn, of political systems and collective identity Smith, Greenfeld, Hechter, Breuilly, in its various supranational processes Koshkarov, Koroteeva, Ponarin and (Held, 1991, pp. 197-235; Robertson, 1992; Mukhametshina); Robins, 1991, pp. 21-24). Mass media g) theory of habitus (Bourdieu). are not the only factors in constructing nationalism today; many researchers point to the important role of mass media in This paper used the general scientific “the distanced association” citizens, for principles of objectivity and historicism as example, through television broadcasts. well as the comparative-historical, complex, For example, according to Meyrovits,

214 Pertanika J. Soc. Sci. & Hum. 25 (S): 211 - 224 (2017) Integrative Strategy of Constructing Positive Images of Ethnic television translations turn local situations which has very limited understanding into objects of general interest at the national of all the complexities of international and international levels (Meyrowitz, 1985). relations, perceiving this information The constructing of nationalism through a prism of national stereotypes, through mass media has two pronounced especially in the period of the international features. On the one hand, the variety of aggravations (Gagnon, 1997). For this information, a peculiar logic of supply reason, for example, military papers are of materials and commercialisation of perceived absolutely differently; at one the mass media, as well as the existence time, NATO’s military operations in Bosnia of mutually exclusive discourses make caused newspapers and television to portray identification of the individual with a Bosnia as the “new Vietnam”, while the national community indistinct, sporadic and Kuwait invasion, Desert Storm, in the early ambivalent (Demertzis, 1999). According 1990s gave rise to talk of a “new Hitler” in to Schlesinger, the relationship between mass media. Naturally, each definition of a mass media and national identity in modern situation activates various interpretations society is caused by wider and constantly and a decodification of information by the changing processes in the political, audience, thereby leading to the constructing economic and cultural spheres. In other of images of nationalism (as cited Shkurkin words, national identity has turned into et al., 2016). “media consciousness” today, and mass According to Mitrokhin, in general, media codes have considerably changed tolerance of the Soviet party bodies of the perception and “experience” of national nationalist proto-groups, nationalist individuals (Schlesinger, 1991). associations and government staff in the Another feature is that, despite the Russian nationalist movement is caused by impact of globalisation on the mass media the fact that in Soviet party nomenclature and limited cultural variations in content, various ethnic myths and manifestations the audience forms representations about of ethno xenophobia exist, such as, myths nationalism through internalisation of about “bad Jews, Tatars and Caucasians”. selected messages available in mass media. The main myth among Russian nationalists Ethnocentric orientation is present even in in the government party reflected portrayed international news, despite globalisation, all Jews as being inclined to plotting against which supposedly works to unify media the government and the people, possessing context (Demertzis, 1999; MacLuhan, negative qualities and being connected 1987). by mutual responsibility and birth, while The special effect on constructioning doing nothing useful for Russia and “eating nationalism is imposed by representation Russian bread”. They are portrayed as not in mass media of questions connected loving Russians, the state in which they with international policy. The audience live, and being inclined to treachery, often

Pertanika J. Soc. Sci. & Hum. 25 (S): 211 - 224 (2017) 215 Lyudmila A. Shvachkina, Valentina I. Rodionova, Dmitry A. Lushnikov, Tatiana I. Barsukova and Aleksandr E. Gapich with the help or at the request of relatives in According to Maslov and A. Prudnik, events the West. As required they are ready to run in Kondopoga at the end of August, 2006 abroad with all their wealth, which is saved have actually created structure on which the up in Russia. attention of the vast majority of the politized The basis of “the myth about Caucasians” citizens of Russia has been suddenly riveted was made by charges of usurpation of power from one a little known marginal political in the 1930-1950s and control of trade and organization. Someone pinned the hopes speculation in the markets etc. Sokolov, for the embodiment of certain political the only successor of the group, Memory, imaginations on this organization, someone represented a sophisticated move of Russian saw in the MAII organization of the arising nationalism, the Russian National Unity monster capable to destabilize a social and party (RNE). The RNE rose after Vasilyev’s political situation in Russia. deputy, Alexander Barkashov, quarrelled According to Wikipedia, MAII is not with the party chief in early 1990 and then officially registered. It is a social movement left the party together with many supporters fighting illegal immigration in Russia. Its (Kuzmin, 2007). purposes and ideological basis are similar Zhirinovsky nationalism, another brand to those of European nationalist parties of nationalism, was against natives of the such as the National Front in France and the North Caucasus and Central Asia. The Austrian Party of Freedom. The estimated statements of the The Liberal Democratic number of activists attached to MAII as of Party of Russia (LDPR) leader were fed 2005 were 5,000 people. by a spirit of nationalism, chauvinism We studied the features of the and aggression and were perceived to be constructioning of Russian nationalism in reaction to the humiliation of national at two levels of nationalism, national and state advantages endured by most of and regional, as was available in Russian the citizens of the country. In 1996-1999 print media (Tatarstan’s newspaper). At the nationalism of LDPR was exclusively the Federal level, these include: “Russian declarative in character. Zhirinovsky’s Newspaper”, with a circulation in 2008 of greatly inspiring speeches did not prevent more than 400,000 copies; “News”, with the party from supporting Westernised a circulation in 2008 of 234,500 copies; government party officials. It could be said and “The Independent Newspaper”, with that LDPR had no real political basis, being, a circulation in 2008 of 53,000 copies). in fact, a party that was not ideological to Regional level print media included begin with (Kuzmin, 2007). At one time it “The Republic of Tatarstan”, the official took a pro-Putin stand. newspaper of the Government of Tatarstan, The Movement Against Illegal with a circulation in 2008 of 27,743 copies; Immigration (MAII), another political entity, “Evening Kazan”, with a circulation in is characterised by vigorous political activity. 2008 of 44,450 copies’; “Star of the Volga

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Region”, with a circulation of 15,000 copies; Nazism often is given for patriotism. and “East Express”, with a circulation of But the German, Hitlerite Nazism, more than 70,000 copies. was given for patriotism too. In We researched samples of Russian each country Nazi moods mask nationalism in these newspapers during the under patriotic. Big threat because period 2000-2008. Selection of materials was patriotism is always in demand also based on semantic search of the expression consists in it. “Russian nationalism” and key expressions A more rational intelligent approach such as “nationalist movements”, “nationalist to modern Russian nationalism is also parties”, “skinheads” and others. Due to the discernible in “The Russian Newspaper”. large number of materials on the subject According to sociologist Chernysh, the only a certain number of samples were concept of nationalism has been unfairly selected. Of these, 31 were from “The associated recently with such concepts as Russian newspaper”, 34 from “News” and “chauvinism” and “fascism”. Nationalism 30 from “The Independent Newspaper”. in the most general view is a kind of ‘civil References to Russian nationalism in the religion’ professed by citizens to promote regional press appeared less frequently: consolidation of their society. The chief there were 20 samples in “Evening Kazan”, agents of the constructioning of nationalism 22 in “the Star of the Volga Region” and 12 are the intellectuals and the elite, who place in the “Republic of Tatarstan”. Only one an emphasis firstly on autocratic and imperial article was selected for analysis from “East aspects; in modern society, the elite do not Express”. see real the mechanisms of constructing a The general analysis of publications Russian nation and nationalism: showed that the image of positive Russian ethnicity in newspapers at the Federal level The chief constructer of varied and represented different views on [nationalism] - the intellectuals. Russian nationalism, ranging from negative Elite - intellectual, media, commentary to the deconstruction Russian economic… The main problem of fascism. “The Russian Newspaper” reflected our [Russian] constructers is in an “official” view of the constructioning of what they don’t feel as constructers. Russian nationalism. The destiny of the conceiving people Our research showed that Russian from Russia developed so that they nationalism is often considered through a never felt belonging to the people. prism of German fascism, as seen in the It was the servants of the empire following from “The Russian Newspaper”: serving it interests. The idea of nationalism lived only in some At us for some reason it is considered small part of elite community... that that, as for our local homebrew constructing which was carried Nazism - it isn’t terrible because the

Pertanika J. Soc. Sci. & Hum. 25 (S): 211 - 224 (2017) 217 Lyudmila A. Shvachkina, Valentina I. Rodionova, Dmitry A. Lushnikov, Tatiana I. Barsukova and Aleksandr E. Gapich

out by elite served strengthening is an ethnic Russian, and the one of bases of the imperial state. [As who speaks and thinks Russian for modern elite] She perceives and refers himself to the Russian nationalism as idea hostile... the political culture, - Andrey Isaev has considerable part of the Russian declared. - Not blood and an origin, elite, first of all media, fears and consciousness is important” nationalism like the plague. And ... Also Party members are going meanwhile if Russia develops, the to protect the Russian culture, nationalism in it is inevitable. language, traditions and customs.

The role of the agents of the constructing “The Russian Project” has highlighted of Russian nationalism was covered in the question of migratory inflow into Russia. “The Russian Newspaper” in connection According to initiators of the project, with the social conservative policy offered migration to Russia is inevitable; therefore, by the Owl Center’s discussion on “the only migrants who will respect Russian Russian question”. The essence of the culture and customs should be invited: discussion, which has been named the .. Isaev already has much more “Russian Project”, was reduced to the need concrete assignment on “The of development and support of state-building Russian Project” – preparation ethnos. Covering of this event in print media of legislative offers on labor connected “The Russian Project” with the migrants who can be embodied United Russia party and representatives of in the concrete project - by April. power structures engaged in constructing “Russia won’t do without labor the national identity of citizens of Russia: migrants, but legal labor migrants No one political party, except who would be respectful to customs “United Russia”, can’t raise this of the country are necessary for question, without falling into us”. He considers that to train extremism”, and here “United such legalized migrant in respect Russia party member” has scarified for traditions and customs of the communists for too Marxist country follows the employer if the positions (there the worker to be migrant breaks our customs, then it more important, than a national is necessary to punish the employer, identity), and supporters of the for example, taking away from him dissolved itself Rodina party the license. and the revived Congress of In general, considering the “ethnic the Russian communities - for question”, “The Russian Newspaper” often excessive nationalism. “Russians used expert judgements for formation of should consider not the one who public opinion. For example, it quoted

218 Pertanika J. Soc. Sci. & Hum. 25 (S): 211 - 224 (2017) Integrative Strategy of Constructing Positive Images of Ethnic the authoritative domestic ethnologist, hierarchy of ethnicities led by the Valery Tishkov on the need for semantic Russian ethnos. re-conceptualising of the term, “Russian”: 3. The radical imperial nationalism, Valery Tishkov, director of Institute which provides an understanding of ethnology and anthropology of of the Russian/Russian nation as the Russian Academy of Sciences.... the multiethnic imperial community it is necessary to return to pre- integrated on the basis of Russian revolutionary broad understanding culture and including besides of the word “Russian” as Russian. others, Ukrainian and Belarusian “If Russians tell that the Russian ethnicities, which are not considered people are they, tomorrow Russia in separation from other Russians won’t be”, - I have warned... and do not admit independence. academician. 4. The radical mono ethnic nationalism Experts believe that modern considering the nation as an development of Russian nationalism is exclusively Russian ethnos created problematic as nationalism absorbs ideas or on the principles of unification or of extremism and xenophobia. According on the strategy of a separate ethno Zorin, the nationalist discourse is peculiar insulationism. now not only to political powers of a national patriotic sense, but also all range DISCUSSION of political forces of Russia. The content The construction of social reality is a analysis of programme and ideological rather new theoretical concept in the materials of Russian political parties have, social sciences. This concept is based on according to researchers, given rise to four the phenomenological tradition, which main types of modern Russian nationalism: emerged with the philosophy of Edmund Husserl. It was also interpreted in a new 1. The liberal (civil) nationalism, way by sociological scientist, Alfred which is putting forward the concept Schütz. As noted by David and Lulia Jary of “the Russian nation” based on a phenomenology in its philosophical sense postulate of the “multinational” represents a direction based on introspective character of the Russian people. research of intellectual processes in 2. The moderate dominant ethno knowledge of phenomena and experience. nationalism defending the thesis The central place in philosophical about a dominant role of the phenomenology is given to the doctrine of Russian ethnos in the Russian intentionality of perception i.e. not a simple Federation and considering the understanding or simply understanding Russian/the Russian nation as a something. Social phenomenology is based

Pertanika J. Soc. Sci. & Hum. 25 (S): 211 - 224 (2017) 219 Lyudmila A. Shvachkina, Valentina I. Rodionova, Dmitry A. Lushnikov, Tatiana I. Barsukova and Aleksandr E. Gapich on a critical interpretation of philosophical Knowledge Sociology” and is consolidated phenomenology and studies the assumptions to the fact that social reality is at the same involved in the creation of daily social time objective and subjective (Berger, 1995, knowledge sets as its purpose, within p. 303). Objectivity of social reality is caused a “bracketed” vital world (Jary, 2001). by the independence of the individual, and Thus, the central perspective of social its subjectivity is explained by the fact that phenomenology is the perspective of daily it is constantly created or designed by the experience/knowledge. individual. In Alfred Schütz‘s understanding, social Social constructing of reality was reality represents a “set of all objects and the defined by Berger and Luckmann as a set of phenomena of a socially cultural world as processes, thanks to which “any knowledge represented to the ordinary consciousness of system becomes socially recognized as people living among other people and related “reality” (Berger, 1995, p. 30). The social to the diverse relations of interaction”. reality, thus, is designed through a system of According to the scientist, studying semantic collective ideas of what is “real”. Knowledge structures of social reality means studying of the world around us is included in intersubjective values constituted by people the historical and cultural context of the in the course of their activity. These values subject and is conditional, dependent on act in the form of “typical ideas” of objects circumstances of receiving and use. The of social reality of the world and constitute social interaction between individuals “knowledge”, which together with personal assumes interpretation and reinterpretation experience of the acting individual is the of knowledge of the world around us as set of means of orientation taken on trust providing knowledge of individuals. in this world. Thus, constructing of social reality Supplementing Weber’s postulate on represents activities of agents of social subjective interpretation of sense with constructing for its “production”. The Thomas’s theorem (“If people define construction activity of agents of social a situation as real, she is real on the constructing can be considered not only from consequences”), Shyuts comes to the the procedural point of view (constructing conclusion that definition of a situation technologies/mechanisms), but also from already means action and that interpretation the point of view of the end result, the of the world is an initial way of action. “image” of social reality and its separate Alfred Schütz’s concept of social “sides”. constructing of reality was further According to Benedict Richard developed by Peter Ludwig Berger and O’Gorman Anderson, the nation is “the Thomas Luckmann. The main thesis of this imagined political community, and it is concept was stated in the work, “Social imagined as something inevitably limited, Constructing of Reality. A Treatise on but at the same time sovereign” (Anderson,

220 Pertanika J. Soc. Sci. & Hum. 25 (S): 211 - 224 (2017) Integrative Strategy of Constructing Positive Images of Ethnic

2001, p. 30). Explaining the definition, literature in native languages and a history Anderson wrote, “It [the nation as political of a long fight against external threats. The community] imagined as members even of nation not necessarily means the state: it can the smallest nation will never know most of appear before formation of the state or after the fellows - on - the nations to meet them it; however, in the second case the nation or even to hear about them while in minds receives a pronounced consciousness. The of each of them there lives the image of most serious contribution to constructing their community” (Anderson, 2001, p. 30). of a nation was made by an ideal of the Anderson claimed that constructedness state nation and world as systems of the is the property of one and all ethnic/ nations, which appeared in 19th century national communities: “all communities politico-philosophical discourse and was are larger than the primitive villages united embedded in the Versailles contract of by contact face to face (and, maybe, even 1920. As prototype of the European nations, they), - imagined. Communities should according to the scientist, was the national be distinguished not on their falsehood/ model offered in the Bible. In the concept of authenticity, and on that style in which they Hastings the nation appears as a community are imagined” (Anderson, 2001, p. 30). having stronger consciousness than an Eric John Ernest Hobsbawm in general ethnic group as the nation is concerned with accepted the definition of nationalism political identity, autonomy and control offered by Ernest Gellner, adding that he of a specific territory. As for nationalism, did not consider “nation” as the source Hastings considered two points of view: of primary, initial or invariable social political theory guaranteeing the right of education. According to Hobsbawm, the each nation to form its own state and as nation is social education only so far as it practical activities which retained the belief is connected with a certain type of modern of individuals that their own ethnic and territorial state, the “nation state”. In the national traditions are especially important course of formation of nations an important and have to be protected at any cost through role is played by artificial constructing, the creation of their own state (Hastings, purposeful invention and social engineering. 1997, pp. 2-5). One of Hobsbawm’s ideas is primacy According to the author of the concept of nationalism in relation to nations and of “banal nationalism”, Billing, settled states: the states and national movements (i.e. having confidence in the future do not arise from already “ready” nations – existence) nations are characterised by a everything occurs on the contrary. constant reproduction or an independent Adrian Hastings claimed that reminder (flagging) of the idea of the nation constructing of the nation on the basis of (nationhood) which, being imperceptible one or several ethnic groups is guided by to the majority, defines practically all such factors as a wide circulation of printed socio-political aspects of the life of society.

Pertanika J. Soc. Sci. & Hum. 25 (S): 211 - 224 (2017) 221 Lyudmila A. Shvachkina, Valentina I. Rodionova, Dmitry A. Lushnikov, Tatiana I. Barsukova and Aleksandr E. Gapich

As a metaphor for “banal nationalism” groups members) levels to overcome “offset” Billing used an image of a flag which of the research focus and to receive the most “doesn’t flutter furiously downwind, and adequate understanding of constructing imperceptibly hangs on a wall of public of an image of Russian nationalism in a institution”. Billing claimed that nationalism regional context. and national identity were a “conversation The symbolic universe design history about national” identity, therefore research links collective events as a coherent whole of nationalism is impossible without including the past, present and future. research of practice in discussion. Research Memory is created in relation to the past. focus on the concept of Billing is displaced It integrates all who are socialised in from research of the nations as meta-units this community. The general frame of to everyday practice and manifestations of reference in relation to the future is created nationalism (Billing, 1995, pp. 8-9). in order that the individual may plan actions. Thanks to this, all members of society CONCLUSION can consider themselves co-present in a This research studied the complex semantic universe, which existed from their methodology of research into the birth and will exist after their death. The role constructing of nationalism (George Best) of symbolic reality consists in integration combining theoretical development of a of social institutions through the process of contextual constructionism and habitus legitimisation. theory (Pierre Bourdieu). Our methodology considered constructing of nationalism on REFERENCES macro- (print mass media) and micro- (self- Anderson, B. (2001). Imaginary communities. presentation of nationalist groups members) Speculations about sources and distribution of nationalism. Moscow: Canon-Press. levels. We also looked at the interpretation of the concept “Russian nationalism” as Behr, R. (1985). Television news, real-world cues, and the political (politised) culture directed to changes in the public agenda. Public Opinion Quarterly, 45, 38–57. protect internal and external interests of the Russian people. In addition, we examined Berger, P. (1995). Social construction of reality. the contextual factors of constructing of The treatise on knowledge sociology. Moscow: Medium. Russian nationalism at the all-Russian and regional (The Republic Tatarstan) levels. Billing, M. (1995). Banal nationalism. London: Sage We looked at the features of Publications. representation of Russian nationalism in Blumer, H. (1984). Society as symbolical interaktion. mass media and the rhetoric of members The modern foreign social psychology. Moscow: of national patriotic groups and studied Publishing House of the Moscow University. nationalism on macro- (print mass media) Bourdieu, P. (2001). Practical sense. St. Petersburg: and micro- (self-presentation of nationalist Aletheia.

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Demertzis, N. (1999). Media and nationalism: The Kuzmin, A. (2007). Far-right movement in the modern Macedonian question. Politics. The Harvard Russia: Features of ideology and perspective of International Journal of Press, 4, 28. development. Politiex. Retrieved 2016, April 26, from http://www.politex.info/content/ Dyakova, E. (1999). Mass communication and category/4/26/30/ problem of constructioning of reality: Analysis of the basic theoretical approaches. Ekaterinburg: MacLuhan, M. (1987). Understanding media: The Ural branch of the Russian Academy of Sciences. extensions of man. London: Ark Paperback.

Edelman, M. (1972). Politics as symbolic action. McCombs, M. (1972). The agenda setting function New York, NY: Academic Press. of mass media. Public opinion quarterly, 36, 176–187. Foster, R. (1999). The commercial construction of new nations. Journal of Material Culture, 4, 263–282. McLeod, J. (1991). On understanding and misunderstanding media effects. Mass media Gagnon, V. (1997). Ethnic nationalism and and society. London: Edward Arnold. international conflict: The case of Serbia. Nationalism and ethnic conflict and international Mead, G. (1994). From gesture to character. American security reader. Cambridge, MA: MIT Press. sociological thought: Texts. Moscow: MSU.

Gans, H. (1979). Deciding what’s news. A study Meyrowitz, J. (1985). No sense of place: The of CBS Evening News, NBC Nightly News, impact of electronic media on social behaviour. Newsweek, and Time. London: Constable. New York, NY: Oxford University Press.

Goffman, I. (2000). Representation of to others in Robertson, R. (1992). Globalization: Social theory everyday life. Moscow: Canon-Press. and global culture. London: Sage.

Hastings, A. (1997). The construction of nationhood: Robins, K. (1991). Tradition and translation; national Ethnicity, religion and nationalism. Cambridge: culture in its global context. Enterprise and Cambridge University Press. heritage: Crosscurrents of national culture. London: Routledge. Held, D. (1991). Democracy, the nation-state and the global system. Political theory today. Rokkan, S. (1975). Dimensions of state formations. Cambridge: Polity Press. The formation of national states in Western Europe. Princeton: Princeton University Press. Hroch, M. (2000). Social preconditions and national revival in Europe: A comparative analysis of Saveleva, J. (2007). Mass media and society in the social composition of patriotic groups among context of the sociological theory. Part 1. Status the smaller European nations. New York, NY: of social reality and (posena) classical concepts Columbia University Press. of MMS: Monograph. Kazan: Publishing House Cauldron, State Technological University. Jary, D. (2001). Big explanatory sociological dictionary. Moscow: Veche. Schlesinger, P. (1991). Media, the political order, and national identity. Media, Culture and Society, 13. Kohn, Р. (1961). Prophets and people. Studies in nineteenth century nationalism. New York, NY: Shkurkin, D. V., Mayatskaya, I. N., Nikonova, O. V., Collier. Novikov, V. S., Vasilyeva, I. S., & Karepova, S. G. (2016). Formation and development of the Koroteeva, V. (1993). The “imaginary”, “invented”, integrated marketing communications in the and “constructed” nations: A metaphor in activities of production and trade enterprises. science. The ethnographic review, 3.

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Verkhovsky, A. (2005). Hatred price. Nationalism in Russia and counteraction to racist crimes: Collection of articles. Moscow: Owl Center.

224 Pertanika J. Soc. Sci. & Hum. 25 (S): 211 - 224 (2017) REFEREES FOR THE PERTANIKA JOURNAL OF SOCIAL SCIENCES AND HUMANITIES VOL. 25 (S) JUL. 2017 Special Edition

Vectors and Narrative Discourses of Modern Society

The Editorial Board of the Journal of Social Sciences and Humanities wishes to thank the following:

Adela Burmistrova Elena Chebotareva (Kazan Federal University, Russia) (Peoples’ Friendship University of Russia, Russia) Aida Beysenbaeva Evgenii Achkasov (Al Farabi Kazakh National University, Kazakhstan) (First Moscow State Medical University, Russia) Aidar Kalimullin Ewa Kulesza (Kazan Federal University, Russia) (Poland) Alfiya Masalimova Farit Khaidarov (Kazan Federal University, Russia) (Kazan State Agrarian University, Russia) Almira Gafarova Gulnar Zhumagulova (Russian Academy of Medical Sciences, Russia) (South-Kazakhstan Humanitarian Institute, Kazakhstan) Andrei Letyagin Gulnara Biktagirova (Center for New Medical Technologies, Russia) (Kazan Federal University, Russia) Andrey Glukhov Irina Shmeleva (Russian Academy of Sciences, Russia) (St. Petersburg State University, Russia) Andrey Savelov John Corcoran (Institute of Molecular and Cellular Biology, Russia) (University of Oxford, United Kingdom) Angela Igonina Kamchat Yessenova (Kazan Federal University, Russia) (Republican Institute for Training Qualification of Leaders and Scientific and Pedagogical Employees of the Educational Anton Kireev System of The Republic of Kazakhstan, Kazakhstan) (Far Eastern Federal University, Russia) Ksenia Melekhova Anton Kozlov (Altai State University, Russia) (Far Eastern Federal University, Russia) Ludmila Pochebut Bibigul Yeskeldiyeva (St. Petersburg State University, Russia) (Eurasian National University, Kazakhstan) Maria Sazanova Ekaterina Monakhova (Vyatka State University, Russia) (Gene Diagnostic Center, Russia) Mariia Rubtcova Elena Asafova (St. Petersburg State University, Russia) (Kazan Federal University, Russia) Marina Shuvalova Elena Baibarina (Tver State University, Russia) (Research Center for Obstetrics, Gynecology and Perinatology, Russia) Mikhail Postaliuk (University of Management (TIBA), Russia) Nina Adamova Valeriy Shelyakin (St. Petersburg State University, Russia) (Territorial fund of compulsory medical insurance of Sverdlovsk, Russia) Olga Kozar (Macquarie University, Australia) Valery Gafarov (Research Institute of Therapy and Preventive Medicine, Russia) Olga Vorozhbit (Vladivostok State University of Economics and Service, Russia) Venera Vagizova (Kazan Federal University, Russia) Roza Valeeva (Kazan Federal University, Russia) Vladimir Prokopenko (Saint Petersburg National Research University of Information Sergei Frolov Technologies, Mechanics and Optics, Russia) (Russian Academy of Sciences, Russia) Vladimir Trukhachev Sergey Chernykh (Stavropol State Agrarian University, Russia) (Research Institute of Experimental and Theoretical Physics, Kazakhstan) Zamil Nigmatov (University of Management (TIBA), Russia) Tatiana Ryzhikova (Russian Academy of Sciences, Russia) Tatyana Bochina (Saint Petersburg National Research University of Information Technologies, Mechanics and Optics, Russia)

While every effort has been made to include a complete list of referees for the period stated above, however if any name(s) have been omitted unintentionally or spelt incorrectly, please notify the Chief Executive Editor, Pertanika Journals at [email protected]. Any inclusion or exclusion of name(s) on this page does not commit the Pertanika Editorial Office, nor the UPM Press or the University to provide any liability for whatsoever reason. Pertanika Journals Our goal is to bring high quality research to the widest possible audience

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Please read the Pertanika guidelines and follow these instructions carefully. Manuscripts not adhering to the instructions will be returned for revision without review. The Chief Executive Editor reserves the right to return manuscripts that are not prepared in accordance with these guidelines.

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NOTE: When formatting your references, please follow the APA reference style (6th Edition). Ensure that the references are strictly in the journal’s prescribed style, failing which your article will not be accepted for peer-review. You may refer to the Publication Manual of the American Psychological Association for further details (http://www.apastyle.org/). 7. General Guidelines Abbreviations: Define alphabetically, other than abbreviations that can be used without definition. Words or phrases that are abbreviated in the introduction and following text should be written out in full the first time that they appear in the text, with each abbreviated form in parenthesis. Include the common name or scientific name, or both, of animal and plant materials.

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Revamping the Higher Education System of Modern Kazakhstan for 105 Integration into Global Education Gulnara K. Abdrahman1*, Orynkyz K. Joldassova, Svetlana S. Amandosova, Alima T. Kenzhebayeva and Gaukhar E. Sanay

The Specifics of an Estimate Discourse of Gender Stereotypes in Small 137 Forms of Folklore in a Network Discourse of Electronic and Information Society at the Beginning of the 21st Century Zaineta R. Khachmafova, Irina S. Karabulatova, Svetlana V. Serebriakova, Anastasiya V. Zinkovskaya and Elena N. Ermakova

The Evolution of the Concept of Public Health in Modern Youth Discourse 151 Margarita S. Vyhrystyuk, Tatiana P. Rogozhnikova, Galina I. Semenova, Irina A. Shusharina4, Elena A. Savelyeva and Olga V. Kunygina

The Social and Pedagogical Characteristics of a Future Teacher’s Readiness 195 for Developing the Intellectual and Creative Potential of a Junior Schoolchild in the Heterogeneous Ethnic Environment Tatiana O. Bondareva, Natalia N. Khan, Elena N. Pristupa, Altynay Zh. Dossanova, Tatiana L. Kremneva and Rakymzhan Turysbek

Integrative Strategy of Constructing Positive Images of Ethnic Identity in 211 Modern Electronic and Information Discourse Lyudmila A. Shvachkina, Valentina I. Rodionova, Dmitry A. Lushnikov, Tatiana I. Barsukova and Aleksandr E. Gapich Pertanika Journal of Social Sciences & Humanities Vol. 25 (S) Jul. 2017

Contents

Vectors and Narrative Discourses of Modern Society 1 Multicultural Persons in the Variative Discourse of Electronic Informative Society Identity Irina S. Karabulatova, Khanif S. Vildanov, Anastasiya A. Zinchenko, Elena N. Vasilishina and Anatoly P. Vassilenko

The Direction of Transformation of Information and Communication 45

Technology (ICT) at the Present Stage of Development into an Electronic Vol. 25 (S) Jul. 2017 and Information Society Faiz F. Khizbullin, Tatyana G. Sologub, Svetlana V. Bulganina, Tatiana E. Lebedeva, Vladimir S. Novikov and Victoria V. Prokhorova

Problems of Inclusive Education of Disabled Children in the Context 73 of Integration into Modern Society Zinaida V. Polivara, Marziya P. Asylbekova, Olga N. Budeeva, Galina A. Zabirova, Leonid I. Kim and Maira S. Dzhilkishieva VOL. 25 (S) JUL. 2017 The Modern Problems of Communication and Social Interaction of 89 A special issue devoted to Deviant Teenagers Using Social Networks Vectors & Narrative Discourses of Modern Society Irina V. Mkrtumova, Aykumis I. Omarbekova, Dmitry S. Silnov, Elena A. Sulimova and Asem Kurmashkyzy Guest Editors Konstantin Vodenko, Svetlana G. Karepova, Bigaysha Z. Akhmetova & Altynay Zh. Dossanova

Pertanika Editorial O ce, Journal Division O ce of the Deputy Vice Chancellor (R&I) 1st Floor, IDEA Tower II UPM-MTDC Technology Centre Universiti Putra Malaysia 43400 UPM Serdang Selangor Darul Ehsan Malaysia http://penerbit.upm.edu.my http://www.pertanika.upm.edu.my/ E-mail: [email protected] Tel: +603 8947 1622