A W Kostina Kultura masowa aspekty rozmumienia ru


28 . . # 2006  !1
. . !"
0AA>20O
:C;LBC@0:
0A?5:BK
B5=45=F8O<, GB> 480;>3,
>2@5<5==>5 F828;870
?>=8<0=8O >A=>20==K9 =0 ?>=8<0
!F8>==>5 @0728B85 >B
=88  MB> 548=AB25==0O
<5G5=> F5;K< @O4>< ?@>B8
?@85<;5<0O >A=>20 A>2@5
2>@5G89, =>AOI8E ?>4G0A
<5==>3> :C;LBC@=>3> 8 F828;870F8>==>3>
0=B03>=8AB8G=K9 E0@0:B5@. =8 ?@>O2;ONB
@02=>25A8O. >4>1=0O =5>1E>48<>ABL ?>=8
AO 2 >1>AB@5=88 ?@>1;5< >1I5?;0=5B0@=>
<0=8O 2>?;>B8;0AL 2 >B:075 >B ;>3>F5=B@87
3> <0AHB010  2 @57:>< CEC4H5=88 M:>;>38
<0, <>=>:0C70;L=>AB8 8 ;8=59=>AB8 :C;LBC
G5A:>9 A8BC0F88, C25;8G5=88 :>;8G5AB20
@K <>45@=0 8 CB25@645=88 B0:8E ?@8=F8?>2
M:>;>38G5A:8E :0B0AB@>D 8 @07@CH5=88
55 DC=:F8>=8@>20=8O, :0: 480;>38G=>ABL
?@>AB@0=AB20 ?@8@>4K; 2 >1>AB@82H59AO
8 ?;N@0;87<.
45<>3@0D8G5A:>9 A8BC0F88, A2O70==>9 A 38
>=5G=>, B@0:B>2:0 ?>=8<0=8O :0: D0:
?5@C@10=870F859, ACI5AB25==>9 =5@02=>
B>@0 <56:C;LBC@=>3> 2708<>459AB28O 8 
<5@=>ABLN ?;>B=>AB8 =0A5;5=8O 8 <0AA>
2 F5;><  :0: CA;>28O ACI5AB2>20=8O A>
2>9 <83@0F859, >1>AB@ONI59 :>=D;8:B
2@5<5==>3> <8@0 B@51C5B >?@545;5==>3>
=>ABL 2 =081>;55 1;03>?>;CG=KE @538>=0E;
>1>A=>20=8O. 45AL ?>=8<0=85 B@0:BC5BAO
2 >?0A=>AB8 2>7=8:=>25=8O =>2KE 1>;57
2 A>>B25BAB288 A B5<8 CAB0=>2:0<8 A>2@5
=59, 2K720==KE 35==K<8 <CB0F8O<8 28@C
<5==>9 (=5:;0AA8G5A:>9 8 ?>AB:;0AA8G5
A>2; 2 0:B82870F88 <564C=0@>4=>9 ?@5ABC?
A:>9) D8;>A>D88 8 =0C:8, :>B>@K5, ?> ACI5
=>AB8 8 B5@@>@87<0. >4>1=K5 :>=D;8:B
AB2C, >1>1I0NB 25@A88 ?>=8<0=8O, A;>682
=K5 >B=>H5=8O 2 <8@>2>< A>>1I5AB25 2>
H85AO 2 52@>?59A:>9 D8;>A>DA:>9 8 A>F8
<=>3>< >1CA;>2;5=K CA8;5=85< 2708<>A2O
0;L=>9 <KA;8.  :;0AA8G5A:>9 :>=F5?F88
70==>AB8 <8@0, GB> ?@82>48B : >1>AB@5=8N
?>=8<0=8O ((;595@<0E5@) >=> ?@54AB020;>
>B=>H5=89 <564C 1>;55 8 <5=55 8=D>@<0
:0: ?@>F5AA @0A:@KB8O A<KA;0, ?@547040=
F8>==> @0728BK<8 >1I5AB25==K<8 A8AB5<0
=>3> 2 B5:AB5, 8 A@54AB2> ?@5>4>;5=8O :C;L
<8, <564C MB=8G5A:8<8 8 =0F8>=0;L=K<8
BC@=>9 48AB0=F88, ?@8G5<, ?@5>4>;5=8O,
:C;LBC@0<8, <564C =0F8>=0;L=K<8 3>AC
4>AB8305<>3> 2 8=BC8F88 8 2=CB@5==5< A>?5
40@AB20<8 8 <564C=0@>4=K<8 ?>;8B8G5A:8
@56820=88 (8;LB59). ;03>40@O =5>:0=B8
<8 8 M:>=><8G5A:8<8 >@30=870F8O<8, >BAB0
0=AB2C (8=45;L10=4, 8::5@B) ?>=8<0=85
820NI8<8 02B>=><=K5 8=B5@5AK.
>:070;>AL A2O70==K< A ?@>F5AA>< >B=5A5=8O
 3@0=8F0E A>2@5<5==>9 :C;LBC@K 8 87
: F5==>ABO< :0: >A>1>9 <5B>4>;>38G5A:>9
<5=82H53>AO ?>4 2;8O=85< 3;>10;870F8>=
?@>F54C@>9, 0B@81CB82=>9 «=0C:0< > :C;L
=KE ?@>F5AA>2 <8@0 ?@8>1@5B05B >A>1>5
BC@5. 4=0:> >3@0=8G5==>ABL B@0:B>2:8
72CG0=85 ?@>1;5<0 ?>=8<0=8O. !53>4=O AB0
F5==>AB59 :0: 0?@8>@=> 40==KE B@0=AF5=
=>28BAO >G5284=K<, GB> ?@8=F8?K 2708<>
45=B0;L=KE ACI=>AB59, >1@07CNI8E «B@5
459AB28O, 2K@01>B0==K5 :C;LBC@>9 <>45@=0,
B89 <8@, =5 ?>72>;O;0 @0AA<0B@820BL 8E
?5@5AB0NB 2KABC?0BL :0: C=825@A0;L=K5,
2 :0G5AB25 C=825@A0;L=>3> <5B>40 0=0;870
GB> =5>1E>48<K9 70?0A ?@>G=>AB8 >1I5AB
8AB>@8G5A:>9 @50;L=>AB8. C;LBC@=CN >?>
25==>3> 8 :C;LBC@=>3> @0728B8O A2O70=,
A@54>20==>ABL F5==>AB59 4>:070; . 515@,
2 1>;LH>9 AB5?5=8, A @07=>>1@0785< :C;L
:>B>@K9 AG8B0;, GB> B>;L:> «0:BC0;L=>5 ?>
BC@, 8==>20F8>==K9 ?>B5=F80; :>B>@KE <>
=8<0=85, >A=>20==>5 =0 ?>2A54=52=>< >?K
65B 1KBL 2>AB@51>20= 2 ;N1>9 <><5=B :0:
B5 8 ?@0:B8G5A:>9 687=8, =0 ?>AB@>5=88 ;>
A?>A>1=K9 ?@>B82>AB>OBL @07@CH8B5;L=K<
2006  !1 @>1;5<0 ?>=8<0=8O 29
38G5A:8E :>=AB@C:F89 A>F80;L=>3> 459AB (>B AC1:C;LBC@ 4> F828;870F89) 8 ?@020 =0
28O, ?>72>;O5B >1=0@C68BL @07;8G=K5 A2O78 ?>4>1=>5 <=>3>>1@0785. =0G5 3>2>@O, 25
<564C :><?>=5=B0<8 :>=:@5B=>9 A>F80;L 4CI8< 25:B>@>< A>2@5<5==>3> 2708<>459AB
=>9 AB@C:BC@K 8 ;>38:C ?>4>1=KE A2O759. 28O AB0=>28BAO >@85=B0F8O =0 CAB0=>2;5=85
?5@2K5 ?>=8<0=85 87 3=>A5>;>38G5A:8E @0 ?>=8<0=8O, :>B>@>5 2KABC?05B 2K@065=8
<>: 2K25; . %0945335@, 0:F5=B8@>202H89 5< ?A8E>;>38G5A:>9, B5>@5B8G5A:>9, D8;>
87=0G0;L=CN «35@<5=52B8G=>ABL G5;>25G5 A>DA:>9, 845>;>38G5A:>9 8 B. ?. >B:@KB>AB8
A:>3> ACI5AB2>20=8O, 345 G5;>25: 2KABC?05B <KH;5=8O, >B:070 >B 4>3<0B8G5A:8E :>=AB
:0: «?>=8<0NI55 1KB85, 0 8<<0=5=B=0O @C:F89 8 A2845B5;LAB2>< A?>A>1=>AB8 >A<KA
5<C A?>A>1=>ABL ?>=8<0=8O  :0: ?@54H5 ;820BL A8BC0F88 :><<C=8F8@>20=8O 8 459AB
AB2CNI0O ;N1K< ?@>F5AA0< >1@07>20=8O, 2>20BL 2 A>>B25BAB288 A =8<8.
«?@8?8AK20=8O 7=0G5=89.  3@0=8F0E ?>4>1=>9 8=B5@?@5B0F88
 @0<:0E A>2@5<5==>9 M?8AB5<>;>388 40==>3> ?>=OB8O AB0=>28BAO 2>7<>6=>9
8 <5B>4>;>388 2A5 >1>7=0G5==K5 25@A88 ?> B@0:B>2:0 2 :0G5AB25 >4=>3> 87 <5E0=87<>2
=8<0=8O A8=B578@CNBAO, 0 A0<> ?>=8<0=85 @50;870F88 ?@>F54C@ ?>=8<0=8O 2 A>2@5
=0G8=05B B@0:B>20BLAO ?@545;L=> H8@>:>, <5==>< <8@5 B0:>3> B8?0 :C;LBC@K, :0:
>1>7=0G0O, 2 ?5@2CN >G5@54L, A?>A>1=>ABL <0AA>20O :C;LBC@0.  @0<:0E >4=>9 A>F8>
AC1J5:B0 ?>=8<0BL B5:AB :C;LBC@K, 2K@0 :C;LBC@=>9 A8AB5<K >=0 >@30=87C5B 8=D>@
60BL A>1AB25==>5 : =5<C >B=>H5=85 G5@57 <0F8>==K9 >1<5= <564C A>F80;L=K<8
?>2545=G5A:CN 0:B82=>ABL  B> 5ABL, 459AB 8 :C;LBC@=K<8 >1I5AB25==K<8 3@C??0<8,
2>20BL 2 A>>B25BAB288 A A>F8>:C;LBC@=K< 2 3@0=8F0E 3;>10;L=>3> ?@>AB@0=AB20 
:>=B5:AB><. 45AL >=B>;>38G5A:89 8 8=B5@ <564C :C;LBC@=K<8 8 F828;870F8>==K<8
?@5B0F8>==K9 C@>2=8 ?>=8<0=8O >BG0AB8 <8@0<8. AB5AB25==>, 745AL @5GL 845B =5 >1
A=8<0NBAO, :><<C=8:0B82=K9 65 8 480;>3> >1<5=5 0@B5D0:B0<8 8 D5=><5=0<8, :>B>@K5,
2K9 53> 0A?5:BK AB0=>2OBAO :0: =8:>340 @0 1;03>40@O 8=D>@<0F8>==>9 >B:@KB>AB8 <8
=55 0:BC0;L=K<8. @8 MB>< ?>=8<0=85 B@0: @0, 15A?@5?OBAB25==> ?5@5A5:0NB ;N1K5,
BC5BAO =5 :0: ?@>F5AA @0A:@KB8O, >1=0@C65 2 B>< G8A;5, F828;870F8>==K5, 3@0=8FK, =>
=8O A<KA;0, 0 :0: ?@>F5AA 53> >1@07>20=8O >1 >1<5=5 :0@B8=0<8 <8@0, A8AB5<0<8 ?@54
2 :>=:@5B=KE 45OB5;L=>AB=> :><<C=8:0B82 AB02;5=89 8 F5==>AB59, >1@07F0<8 ?>2545
=KE A8BC0F8OE. "0:8< >1@07><, >A=>2=>9 =8O. G5284=>, GB> ?@54AB028B5;L «$0CAB>2
7040G59 AC1J5:B0 AB0=>28BAO =5 @0A?>7=0=85 A:>9 F828;870F88, ?>B@51;ONI89 0@B5
A<KA;>2KE :>==>B0F89, 0 8E D>@<8@>20=85 D0:BK O?>=A:>3>, A>25BA:>3>, 8=489A:>3>
2 A>>B25BAB288 A :>=:@5B=>9 A8BC0F859. > <0AA:C;LB0, ?>B@51;O5B 8 F5==>AB8 >?@545
?CA:05<>5 8 4065 ?@54?>;0305<>5 A<5I5=85 ;5==>3> <8@0, :>B>@K5 AB>OB 70 ?>25@E=>AB
>1I5?@8=OBKE 8=B5@?@5B0F8>==KE AE5< 87 =>9 D>@<>9. -B0 DC=:F8O <0AA>2>9 :C;LBC
?@82KG=KE :>=B5:AB>2 2 =>2K5 8 AB0=>28BAO @K, 2>7<>6=>, O2;O5BAO >4=>9 87 >A=>2=KE,
<5E0=87<>< >1@07>20=8O =>2KE 8=B5@?@5 =081>;55 2>AB@51>20==KE :0: 2 A8AB5<5 3;>
B0F89 8 =>2KE A<KA;>2KE ?0BB5@=>2. 10;L=>3> 2708<>459AB28O F828;870F89, B0:
"0:0O B@0:B>2:0 ?>=8<0=8O 2 A>2@5<5= 8 2 A0<8E MB8E >1I5AB25==KE A8AB5<0E,
=>9 B5>@88 >1CA;>2;5=0, ?@5645 2A53>, 87 >1;040NI8E :@09=59 =5CAB>9G82>ABLN 8 ?>
<5=82H59AO A>F8>:C;LBC@=>9 @50;L=>ABLN 4286=>ABLN. @0:B8G5A:8 2A5 A>2@5<5==K5
8 <5B>4>;>3859 55 =0CG=>3> 8 D8;>A>DA:>3> >1I5AB25==K5 >@30=87<K E0@0:B5@87CNBAO
>A<KA;5=8O. !>2@5<5==>ABL B@51C5B >A> >1>AB@5=85< 2=CB@5==59 :>=D;8:B=>AB8,
7=0=8O B>3> D0:B0, GB> A53>4=O 548=AB25==> =5?>A@54AB25==> A2O70==>9 A B5<8 ?@>B82>
2>7<>6=K< 20@80=B>< A>F8>:C;LBC@=>9 @5G8O<8 2 @0728B88 2A59 <8@>2>9 A8AB5<K,
:><<C=8:0F88 2KABC?05B B>B, :>B>@K9 =0 :>B>@K5 1K;8 >1>7=0G5=K 2KH5.
?@02;5= =0 ?@87=0=85 <=>3>>1@078O :0: #A8;5=85 2708<>A2O70==>AB8 <8@0 A>
D0:B0 :C;LBC@=> 8AB>@8G5A:>3> @0728B8O 7405B F5;CN A>2>:C?=>ABL ?>B5=F80;L=>
30 . . # 2006  !1
:>=D;8:B=KE A8BC0F89. =8 >1CA;>2;5=K, 2 ?@545;0E ?@54H5AB2CNI53>, 345 =>2K5 B5=
:0: ?@028;>, ?@>1;5<0B8G=>ABLN 2K45;5=8O 45=F88 =5 70<5I0NB ?@54H5AB2CNI85 2 :0
8 <0@:8@>20=8O :064K< 87 8=48284>2, :06 G5AB25 «AB0489 >1I5AB25==>9 M2>;NF88, =>
4>9 87 3@C?? 8;8 >1I=>AB59 A>1AB25==>3> «G0AB> A>ACI5AB2CNB, C3;C1;OO :><?;5:A
:C;LBC@=>3> ?@>AB@0=AB20 8 =5>1E>48<> =>ABL >1I5AB20 8 ?@8@>4C A>F80;L=>9 AB@C:
ABLN 4;O 8E ?@575=B0=B>2 2ABC?0BL 2 480;> BC@K (Bell 1989: 167), :>340 =>2K5 M:>=><8
38G5A:85 >B=>H5=8O A ?@54AB028B5;O<8 A0 G5A:85, A>F80;L=K5 8 ?>;8B8G5A:85 D>@<K
<KE @07=KE :C;LBC@=KE <8@>2 8 D>@<8@> 2708<>459AB2CNB A CAB0=>282H8<8AO, ?@8
20BL ?@>F54C@K ?>=8<0=8O. -B> AB0=>28BAO 2>4O : 7=0G8B5;L=><C CA;>6=5=8N 2A59 A>
B5< 1>;55 ?@>1;5<0B8G=K<, GB> <=>385 87 F8>:C;LBC@=>9 A8AB5<K.
A>F80;L=KE 8 :C;LBC@=KE A8AB5< @0A?040 "5< =5 <5=55, =5A<>B@O =0 8725AB=CN 5A
NBAO, 5AB5AB25==K5 A2O78 2 8E 3@0=8F0E CA B5AB25==>ABL ?>4>1=KE ?@>F5AA>2, ?>4>1=0O
BC?0NB <5AB> DC=:F8>=0;L=K< A>F80;L=> B5<?>@0;L=0O @0AA>3;0A>20==>ABL >1I5AB
M:>=><8G5A:8< >B=>H5=8O<, GB> ?@82>48B 25==>3> @0728B8O A2845B5;LAB2C5B =5 > 53>
: :@878AC 845=B8G=>AB8  8 =0F8>=0;L=>9, :><?;5:A=>< E0@0:B5@5, 0 > 53> =5@02=><5@
8 ?>;8B8G5A:>9, 8 @5;838>7=>9, 8 :C;LBC@ =>AB8, :>340 2 >1I5< A>F80;L=> ?>;8B8G5
=>9, :>340 G5;>25: B5@O5B A?>A>1=>ABL A>?> A:>< ?@>AB@0=AB25 A>ACI5AB2CNB ;>:0;88,
AB028BL A2>9 >1@07 <8@0 A >1I5?@8=OBK< >1;040NI85 ?@8=F8?80;L=> @07;8G=K< A>
2 @0<:0E MB=>A0, =0F88, 3>AC40@AB20, :;0AA0 F80;L=> M:>=><8G5A:8< A>45@60=85< 8 48
8;8 ;N1>9 8=>9 >1I=>AB8. =0<8:>9 @0728B8O.  MB>< A;CG05 <>6=>
4=0:> =5>1E>48<> >B<5B8BL, GB> CA CB25@640BL, GB> ?>4>1=0O =5@02=><5@=>ABL
;>6=5=85 A>F80;L=>9 >@30=870F88, >1CA 2KABC?05B 2 :0G5AB25 8AB>G=8:0 ?>B5=F80;L
;>2;5==>5 8=B5=A8D8:0F859 :C;LBC@=KE =>3> >1I5AB25==>3> =0?@O65=8O, GB> A2O70
A2O759 8 >1<5=>2 8 @>AB>< :C;LBC@=>3> <=> =>, ?@5645 2A53>, A B5<, GB> @07;8G=K<
3>>1@078O, >1>AB@O5BAO 8 2 A2O78 A B5<, GB> >1I5AB25==K< >B=>H5=8O< A>>B25BAB2CNB
D>@<8@>20=85 G5;>25:0 ?>AB8=4CAB@80;L @07;8G=K5 65 B8?K <8@>2>77@5=8O, :0@B8=K
=>3> >1I5AB20, >1;040NI53> :@8B8G5A:8< <8@0, A8AB5<K <>B820F89, F5==>AB=KE ?@54
A>7=0=85< 8 AB@5<;5=85< @50;87>20BL A2>9 AB02;5=89. A;8 2 3@0=8F0E 8=4CAB@80;L=KE
B2>@G5A:89 ?>B5=F80; 2>2A5 =5 >7=0G05B >B=>H5=89 4><8=8@CNB M:>=><8G5A:85 F5=
CE>40 A 8AB>@8G5A:>9 AF5=K G5;>25:0, AD>@ =>AB8, 2 A>>B25BAB288 A :>B>@K<8 2KAB@08
<8@>20==>3> 2 CA;>28OE 3>A?>4AB2CNI59 205BAO 8 >1I5AB25==0O 85@0@E8O, B> ?>AB8=
2 M?>EC <0AA>2>3> 8=4CAB@80;L=>3> >1I5AB 4CAB@80;L=K5 >B=>H5=8O ?@54?>;030NB ?@5
20 C=8D8:0F88 8 AB0=40@B870F88. "> 5ABL, >4>;5=85 ?@56=59 A8AB5<K <0B5@80;L=>9,
8450; 8=D>@<0F8>==> 040?B8@>20==>3> G5 M:>=><8G5A:>9 <>B820F88 8 D>@<8@>20=85
;>25:0 8 2 3@0=8F0E >4=>9 A>F80;L=>9 A8 «?>AB<0B5@80;8AB8G5A:8E (post materialist)
AB5<K 8 2 3;>10;L=>< F828;870F8>==>< ?@> (Inglehart 1990: 151) 8;8 «?>ABM:>=><8G5A:8E
AB@0=AB25 2A5 5I5 A>G5B05BAO A B5<, :>B>@K9 (post economic) (Toffler 1985: 100) ?>B@51=>
1K; AD>@<8@>20= ?>4 2;8O=85< 8=4CAB@8 AB59, >?@545;O5<KE =5 2=5H=8<8, 0 2=CB@5=
0;L=KE >B=>H5=89. >4>1=K9 =5 A>3;0A> =8<8 ?>1C48B5;L=K<8 AB8<C;0<8 : 45OB5;L
20==K9 E0@0:B5@ @0728B8O >1I5AB20 ?>4 =>AB8. @8=F8?80;L=>9 >A>15==>ABLN ?>4>1
B25@6405B 8 A>45@60=85 A0<>9 ?>AB8=4CAB =KE F5==>AB59 O2;O5BAO 8E A8<2>;8G5A:0O
@80;L=>9 B5>@88, 345 2A5 MB0?K A>F80;L=>3> ?@8@>40, A2O70==0O A> AB0BCA=K<8 0A?5:B0<8,
@0728B8O (4>8=4CAB@80;L=K9, 8=4CAB@80;L 0 E0@0:B5@=>9 >A>15==>ABLN >1<5=0  =5
=K9 8 ?>AB8=4CAB@80;L=K9), =5 B>;L:> @0A M:>=><8G5A:89, 0 A8<2>;8G5A:89 E0@0:B5@.
A<0B@820NBAO :0: ?@55<AB25==K5 ?> >B=> G5284=>, GB> ?>4>1=>5 >1I5AB2> =C6
H5=8N 4@C3 : 4@C3C, => 8 =5 8<5NB >?@545;5 405BAO 2 <5E0=87<5, :>B>@K9 >:070;AO 1K
=8O 2 G5B:8E E@>=>;>38G5A:8E 3@0=8F0E. A?>A>1=K< =0;06820BL 8=D>@<0F8>==K9
064K9 87 MB0?>2 @0728B8O D>@<8@C5BAO >1<5= <564C @07;8G=K<8 >1I5AB25==K<8
2006  !1 @>1;5<0 ?>=8<0=8O 31
3@C??0<8, A=8<0BL ?@>B82>@5G8O 8 =0?@O :>4>2, :>340 <=>385 87 >1;0AB59 2KA>:>9,
65==>ABL, ACI5AB2CNI85 <564C =8<8, 1KAB M;8B0@=>9 :C;LBC@K (EC4>65AB25==>9, =0
@> 8 1571>;57=5==> 040?B8@>20BL G5;>25:0 CG=>9, D8;>A>DA:>9 8 B. ?.) >AB020;8AL
: =>2K< A>F80;L=K< CA;>28O<, 2K@010BK =54>ABC?=K<8 4;O 1>;LH8=AB20 ;N459, 8E
20BL >1I85 A<KA;K, 7=0G5=8O, F5==>AB8, >A=>2K 2 C?@>I5==>< 20@80=B5 D>@<C;8@>
B8?K A>F80;L=> ?@85<;5<>9 0:B82=>AB8, 20;0 <0AA>20O :C;LBC@0, >1;040NI0O >A>1>9
?@8A?>A01;820BL 8=D>@<0F8N, ?@>4CF8@C5 A8AB5<>9 A@54AB2 A<KA;>2>9 040?B0F88.
<CN 2KA>:>A?5F80;878@>20==>9 :C;LBC@>9, 0==0O A?>A>1=>ABL <0AA>2>9 :C;LBC@K >AC
: 2>A?@8OB8N ?@0:B8G5A:8 :064K< G;5=>< I5AB2;OBL A2O7L <564C >1K45==K< 8 A?5F8
>1I5AB20. >4>1=K< <5E0=87<>< 8 O2;O5B 0;878@>20==K< 7=0=85<, 2>7<>6=>, AB0;0
AO <0AA>20O :C;LBC@0. $5=><5= 55 M:A?>=5= =0 @C1565 XIX XX 22. >4=>9 87 ?@8G8= 55
F80;L=>3> @0A?@>AB@0=5=8O A2O70= 8<5==> ?>O2;5=8O.
A 55 A?>A>1=>ABLN @5H0BL F5;K5 :><?;5:AK 0AA>20O :C;LBC@0, ?> ACI5AB2C, 2KABC
?@>1;5<, 3;02=K5 87 :>B>@KE  MB> A>F8 ?8;0 2 :0G5AB25 B>9 7=0:>2>9 A8AB5<K, :>B>
0;L=0O 8 :C;LBC@=0O 457040?B0F8O >A=>2=>9 @0O 1K;0 @02=> 4>ABC?=0 2A5< G;5=0< >1I5
G0AB8 @>AA89A:>3> >1I5AB20, <0@38=0;870 AB20 2=5 7028A8<>AB8 >B A>F80;L=>3> AB0BCA0
F8O 1>;LH>9 G0AB8 =0A5;5=8O, 53> F5==>AB 8 AB5?5=8 2:;NG5==>AB8 2 ?@>D5AA8>=0;L
=0O 457>@85=B0F8O, 0:B82870F8O @07;8G=KE =CN A8AB5<C 7=0=8O. =0 A<>3;0 >ACI5AB2
D>@< >BGC645=8O. ;OBL BC F8@:C;OF8N A<KA;>2 8 7=0G5=89, :>
@8=F8?80;L=> 206=K< 745AL ?@54AB02 B>@0O A>AB02;O5B >A=>2C >1I5AB25==>3>
;O5BAO B> >1AB>OB5;LAB2>, GB> <0AA>20O 548=AB20 8 AB018;L=>AB8.  A>2@5<5==><,
:C;LBC@0 8 2>7=8:;0 2 B5E CA;>28OE, :>340 48=0<8G5A:8 @072820NI5<AO >1I5AB25 A AC
<0AA>2>5 >1I5AB2> B>;L:> =0G8=0;> ?@8>1 I5AB25==K< C@>2=5< A>F80;L=>9 AB@0B8D8
@5B0BL A2>8 :;0AA8G5A:85 >G5@B0=8O 8 :>340 :0F88 8 CB@0G5==K<8 8;8 AB02H8<8 =5
53> =5AB018;L=>ABL, :>=D;8:B=>ABL, ?@>B8 MDD5:B82=K<8 B@048F8>==K<8 A?>A>10<8
2>@5G82>ABL AB0;0 ?@>ABC?0BL A> 2A59 >G5 A0<>845=B8D8:0F88 <0AA>20O :C;LBC@0 AB0
284=>ABLN. 0AA>20O :C;LBC@0 4>;6=0 1K;0 =>28BAO =5 B>;L:> <5E0=87<>< A>F80;870
M;8<8=8@>20BL MBC =0?@O65==>ABL, >@30=8 F88, 2K?>;=ONI8< F5==>AB=> >@85=B0F8
7>20BL ?@>F54C@K ?>=8<0=8O 8 F8@:C;OF8N >==K5 DC=:F88, @50;87C5<K5, 2 G0AB=>AB8,
A<KA;>2 =5 2=CB@8 :064>9 AC1:C;LBC@K, G5@57 A>F80;L=> <0@:8@>20==>5 ?>B@51;5
0 <564C =8<8, 70I8B8BL >1I5AB2> >B @0A?045 =85, =>  GB> 3>@074> 1>;55 206=>  <5E0
=8O ?>4 2;8O=85< A>F80;L=KE :0B0:;87<>2 =87<>< D>@<8@>20=8O A?>A>1>2 459AB28O
8 AD>@<8@>20BL B5 :0=0;K :><<C=8:0F88, 8 :><<C=8F8@>20=8O.
:>B>@K5 AB0=CB >A=>2=K<8 2 M?>EC 8=D>@<0 %0@0:B5@=>, GB> MB0 ACI5AB25==0O A>
B870F88. "0:8< >1@07><, 2>7=8:=>25=85 <0A AB02;ONI0O <0AA>2>9 :C;LBC@K =5 B>;L:> =5
A>2>9 :C;LBC@K =5 1K;> A;CG09=K<, >=0 O2 1K;0 70<5G5=0 55 8AA;54>20B5;O<8, => AB0;0
;O5BAO :>=:@5B=K< 8AB>@8G5A:8< O2;5=85<, A2>5>1@07=K< A<KA;>2K< F5=B@>< 55 :@8B8
>1CA;>2;5==K< >1J5:B82=K<8 D0:B>@0<8, :8 :0: :C;LBC@K M:>=><8G5A:>3>, ?>;8B8G5
A@548 :>B>@KE >A>1>5 7=0G5=85 ?@8>1@5B0 A:>3> 8 A>F80;L=>3> >BGC645=8O, :0: :C;L
5B 55 A?>A>1=>ABL >ACI5AB2;OBL 2 :C;LBC@ BC@K AB0=40@B878@>20==>9 8 ?>@>640NI59
=>< A>>1I5AB25 2708<>>1<5= F5==>ABO<8 :>=D>@<8ABA:8 >@85=B8@>20==>3> 8=4828
8 A<KA;0<8, 2K@010BK20BL >1I=>ABL :0@B8 40  «G5;>25:0 ;>:0B>@0 (. 8A<5=), «>4
=K <8@0, 548=K5 AB0=40@BK ?>2545=8O, GB> =><5@=>3> G5;>25:0 (. 0@:C75), «A0<>>B
8 ?>72>;O5B 3>2>@8BL > <0AA>2>9 :C;LBC@5 GC645==>9 ;8G=>AB8 (-. $@><<). @8B8:0
:0: A?5F8D8G5A:>< <5E0=87<5 >1@07>20=8O <0AA>2>9 :C;LBC@K 8 1K;0 =0?@02;5=0 =0 55
A8BC0F89 ?>=8<0=8O. A?>A>1=>ABL D>@<8@>20BL 8=482840, >1;0
 CA;>28OE 2A5 2>7@0AB0NI59 A?5F80;8 40NI53> «02B><0B878@CNI8< :>=D>@<87
70F88 7=0=8O 8 CA;>6=5=8O 53> 7=0:>2KE <><, CA20820NI53> B8? ;8G=>AB8, ?@54;0
32 . . # 2006  !1
305<K9 5<C >1I5?@8=OBK< H01;>=><, ?5@5 7=0=85 2 «DC=:F8N =04;8G=>AB=KE 4CE>2
AB0NI53> 1KBL A>1>9 8 AB0=>2OI53>AO >4 =KE >1@07>20=89, A?>A>1=CN =5 : @0A?@54
=8< 87 <=>38E C=8D8F8@>20==KE ;8G=>AB <5G820=8N 8 0:BC0;870F88 2>?;>I05<>3>
=KE ?>4>189, C :>B>@>3> «>A>7=0==K9 AB@0E 2 :C;LBC@5 8AB>@8G5A:>3> >?KB0 G5;>25G5AB
?5@54 >48=>G5AB2>< 8 15AA8;85< 8AG5705B, 20, 0 : CB8;8B0@=><C ?>B@51;5=8N, CA2>5
=> 2<5AB5 A =8< 8AG5705B 8 «@07;8G85 <564C =8N D>@<C; @>;52>3> ?>2545=8O «A F5;LN
A>1AB25==K< «/ 8 >:@C60NI8< <8@>< 8A?>;L7>20=8O MB>3> >?KB0 4;O 040?B0F88
(Toffler 1985: 100). 8=482840 2 <8@5 25I=KE >B=>H5=89 (;>
 :>=F5?F88 . 0@:C75 (0@:C75 1994) 18= 1980: 69).
«:C;LBC@8=4CAB@8O @0AA<0B@820;0AL :0: <5==> 040?B0F8>==CN DC=:F8N 2K?>;
AD5@0 ?@>872>4AB20 >157;8G5==>3> 8=4828 =ONB B5:ABK, A:@5?;ONI85 :><<C=8:0F8N
40 A >BACBAB2CNI8< ;8G=K< ?@>AB@0=AB2><, 2 3@0=8F0E <0AA>2>9 :C;LBC@K. =8 2KABC
;8H5==>3> A?>A>1=>AB8 2KABC?0BL 2 :0G5AB ?0NB 2 :0G5AB25 ?@5F545=B=KE, ?>445@68
25 AC1J5:B0 45OB5;L=>AB8 8 2K=C645==>3> 20NI8E A>F8>@>;52K5 ?>78F88 :064>3> 87
2A;54AB285 MB>3> 8=B53@8@>20BLAO 2 ACI5AB G;5=>2 A>F80;L=>9 3@C??K, <0@:8@CNI8E
2CNICN A8AB5<C. >=D>@<8ABA:8 >@85=B8 >?@545;5==>5 A>F80;L=>5 8 A5<8>B8G5A:>5
@>20==K9 G5;>25: 8<55B ?@8>1@5B0B5;LA:8 ?@>AB@0=AB2>. >7<>6=>ABL >?5@8@>20=8O
?>B@518B5;LA:CN 845>;>38N 8, A>AB02;OO ?@5F545=B=K<8 B5:AB0<8 O2;O5BAO =5>1
2<5AB5 A 4@C38<8 «<>;G0;82>5 1>;LH8=AB E>48<>9 :0: A ?A8E>;>38G5A:>9, B0: 8 A A5
2>, AB@5<8BAO : A>E@0=5=8N «B>B0;L=>AB8 <8>B8G5A:>9 B>G:8 7@5=8O 4;O :064>3> 87
8 =57K1;5<>AB8 A>2@5<5==>3> >1I5AB20. G;5=>2 >?@545;5==>9 >1I5AB25==>9 3@C?
. 8A<5= >A=>2=K5 87<5=5=8O :0G5AB25= ?K. B@065==0O 2 =8E 8=D>@<0F8O >1;0405B
=KE ?0@0<5B@>2 G5;>25:0 A2O7K20; A ?5@5 ACI5AB25==>9 7=0G8<>ABLN 4;O 8E =>A8B5
>@85=B0F859 53> 2=CB@5==59 A>1KB89=>AB8 ;59, >?@545;OO 8E :0@B8=C <8@0 8 A8AB5
=0 2=5H=NN, GB> ?@>O2;O5BAO 2 ?>B@51=>AB8 <C F5==>AB=KE >@85=B0F89, >B@060O 8 :>@
=5 2K45;OBLAO 87 >:@C60NI53> <8@0 8 459 @5:B8@CO A>F80;L=CN 85@0@E8N 8 A>AB02;OO
AB2>20BL 2 A>>B25BAB288 A >:@C60NI8< <8 >1I55 ?>;5 A<KA;>2 :C;LBC@K. 57CA;>2
@><  B> 5ABL, 68BL B0:, :0: <>65B 68BL G5 =>, MB0 A>F80;L=0O DC=:F8O :><<C=8:0F88
;>25:, C?@02;O5<K9 @040@><, 8 2KABC?0BL, >:07K205BAO 1>;55 7=0G8<>9, G5< MAB5B8G5
A>>B25BAB25==>, :0: «G5;>25: ;>:0B>@ A:0O, GB>, 2 G0AB=>AB8, ?>4B25@6405B 8 >B
(Riesmen 1953). >4>1=K5 ;N48 =C640NBAO <5G5==0O <=>38<8 8AA;54>20B5;O<8 B5=
2 >1I5AB25, :>B>@>5 >15A?5G8205B 8E AB5@5> 45=F8O : A60B8N, CA5G5=8N ?@5F545=B=KE
B8?0<8 ?>2545=8O, A>F80;L=K<8 >@85=B8@0 B5:AB>2, 345 7=0=85 > ACI5AB2>20=88 B5:AB0
<8, F5==>AB=K<8 CAB0=>2:0<8 8 A8AB5<>9 AB0=>28BAO 1>;55 206=K<, G5< 7=0=85 A0<>
@5:@50F88. -B>B «G5;>25: >@30=870F88 3> B5:AB0.
(White 1956) B0: 65, :0: 8 «G5;>25: ;>:0 B0:, :><<C=8:0F8O, >ACI5AB2;O5<0O
B>@, E0@0:B5@87C5BAO >@85=B0F859 =0 <=5 2 3@0=8F0E <0AA>2>9 :C;LBC@K, 2K?>;=O
=85 4@C38E ;N459, ?>8A: >4>1@5=8O A2>8E 5B, ?> 1>;LH59 G0AB8, 8<5==> A>F80;L=CN
459AB289 C >:@C60NI8E, =87:8< C@>2=5< DC=:F8N. 45AL CG0AB85 2 ;N1>< :@C?=><
8=B5@5A>2, :>=D>@<=>ABLN, ?>40B;82>ABLN A>1KB88 <0AA:C;LB0, A>?@>2>640NI5<AO
GC68< 2;8O=8O<. 53> @5?@575=B0B82=K<8 @5?;8:0<8  @073>
0 :@8B8:C ?>4>1=>3> G5;>25:0 8 :C;L 2>@0<8, :><<5=B0@8O<8, @5F5=78O<8, AB0BL
BC@K, 53> D>@<8@CNI59, 1K;0 =0?@02;5=0 O<8, ?@575=B0F8O<8, 8=B5@2LN, <>4>9, A0
8 A>25BA:0O D8;>A>D8O, @0AA<0B@820NI0O C=4 B@5:0<8 8 B. 4. 8 B. ?., :>B>@K5 >BAK;0NB
1C@6C07=CN A8AB5<C 4CE>2=>3> ?@>872>4AB : «?5@2>A>1KB8N, 8<55B ACI5AB25==CN
20 :0: AB@5<OICNAO =59B@0;87>20BL 8< F5==>ABL, B0: :0: ?>4>1=0O :><<C=8:0F8O
?C;LA 4;O @0728B8O 8=B5;;5:B0 8 «4CH8 <0@:8@C5B A>F80;L=>5 ?@>AB@0=AB2> 8 A;C
8=48284>2 8 ?@52@0B8BL 8=48284C0;L=>5 A> 68B ?>445@60=8N F5==>AB=>3> 8 A5<8>B8
2006  !1 @>1;5<0 ?>=8<0=8O 33
G5A:>3> 548=AB20 3@C??K. -B> 405B 2>7<>6 A>F8>:C;LBC@=KE >1AB>OB5;LAB20E <0AA>20O
=>ABL 3>2>@8BL > B><, GB> >A=>2=K< A<KA :C;LBC@0 =5 B>;L:> >B@0605B AB@5<;5=8O
;>< :><<C=8:0F88 2 <0AA>2>9 :C;LBC@5 >:0 ;N459 ?@5>4>;5BL ?@>B82>@5G82>ABL 8 @07>
7K205BAO A0< :><<C=8:0B82=K9 ?@>F5AA, @20==>ABL 1KB8O 8 4>AB8GL ?>=8<0=8O 53>
0 >B=N4L =5 2>A?@>872545=85 F5;>AB=KE, @07 F5;>AB=>AB8 8 A>3;0A>20==>AB8, => 8 ?@54
25@=CBKE 8 7025@H5==KE B5:AB>2, ?CABL 8 >1 AB02;O5B ?>4>1=CN 2>7<>6=>ABL 2 ?@>AB
;040NI8E ACI5AB25==K< A5<0=B8G5A:8<, @0=AB25 53> 8;;N7>@=KE :><?;5:A>2. >7
0:A8>;>38G5A:8< 8 MAB5B8G5A:8< A>45@60 2>;OO ?@>68BL 8=48284C @07;8G=K5 ?A8E>
=85<. >MB><C 70G0ABCN ?>4>1=0O :><<C=8 ;>38G5A:85 A>AB>O=8O, <0AA>20O :C;LBC@0
:0F8O >3@0=8G8205BAO ;8HL =0<5:>< =0 D>@<8@C5B A>AB>O=85 53> 040?B8@>20==>AB8
ACI5AB2>20=85 =5:>53> <530B5:AB0, ?@54?> : A>F80;L=>9 @50;L=>AB8, @50;87CO, B0:8<
;>68B5;L=> 8725AB=>3> 2A5< CG0AB=8:0< >1@07><, >4=C 87 254CI8E A2>8E DC=:F89.
:><<C=8:0F88. BAN40  55 ?@>AB>B0, B@8280;L=>ABL,
59AB28B5;L=>, <0AA>20O :C;LBC@0, 2 >B >?>@0 =0 >1I58725AB=>5, A<KA;>20O 8 MAB5
;8G85 >B :C;LBC@K 2KA>:>9, =0?@02;5==>9 B8G5A:0O 2B>@8G=>ABL, 0?5;;OF8O : >1K45=
=0 ?@52@0I5=85 1>30BAB20 A>2>:C?=>9 G5 =><C >?KBC, <0A:>?>4>1=K9 E0@0:B5@ ?5@A>
;>25G5A:>9 8AB>@88 2> 2=CB@5==55 4>AB>O =0659, >1@0I5=85 : 0@E5B8?8G5A:8< >1@0
=85 ;8G=>AB8 8 O2;ONI59AO CA;>285< @0728 70< 8 ?@54AB02;5=8O<, >A>10O MAB5B8G5A:0O
B8O 53> ACI=>AB=KE E0@0:B5@8AB8:, >@85= A8AB5<0, >B@8F0NI0O :0B53>@88 ?@5:@0A=>
B8@>20=0, ?@5645 2A53>, =0 A>F80;870F8N 3> 8 2>72KH5==>3>, => >?8@0NI0OAO =0 :0
8=482840, 2:;NG5=85 53> 2 >?@545;5==CN B53>@88 A25@EJ5AB5AB25==>3>, C60A=>3>,
A@54C 8 @50;870F8N AB@0B5389 040?B0F88 B@>30B5;L=>3>, 157>1@07=>3>, >BAN40  8 55
2 8E <=>3>>1@07=KE 20@80=B0E, A2O70==KE =0AB@>5==>ABL =0 A0<>2>A?@>872>4AB2>,
A> AB5?5=LN 0:B82=>AB8 8 A >@85=B0F859 =0 F8B8@>20=85, A5@80;L=>ABL, 20@80B82=>ABL,
>?@545;5==CN 45OB5;L=>ABL ;8G=>AB8 8;8 A0<>B>645AB25==>ABL, 8=D8=8B82=>ABL, 345
3@C??K. 40?B8@CO 8=482840 : >?@545;5= A>F80;L=> 7=0G8<0O 8=D>@<0F8O 15A:>=5G
=K< A>F80;L=K< 8 :C;LBC@=K< CA;>28O<, => @5?@>4CF8@C5BAO 2 AE>4=KE <564C A>1>9
<0AA>20O :C;LBC@0 D0:B8G5A:8 D>@<8@C5B 20@80=B0E, =0AB>9G82> 4>2>4O 4> A>7=0=8O
B> ?@>AB@0=AB2>, 345 8 >ACI5AB2;O5BAO >1 ?>B@518B5;59 B5 ?@8=F8?K, =0 :>B>@KE >A
<5= A<KA;0<8 8 AB0=>28BAO 2>7<>6=K< ?> =>2K205BAO 40==>5 >1I5AB2>. @8G5<, MB0
=8<0=85. 8=D>@<0F8O =>A8B :0: 01A>;NB=> :>=:@5B
<5AB5 A B5<, >G5284=>, GB> 40;5:> =5 =K9 E0@0:B5@, A2O70==K9 A 45<>=AB@0F859
2A5340 B0:>5 ?@>AB@0=AB2> <>65B 1KBL >@30 <0AA>2>9 :C;LBC@>9 <>4K, AB8;O, A;5=30, B0
=87>20=>. >4G8=OOAL =>@<0< 8 B@51>20=8 BC060, <0:8O60 8 2A5E B5E M;5<5=B>2 A0<>
O< >1I5AB20, 8=48284 =5 2A5340 >ICI05B ?@575=B0F88, :>B>@K5 A>740NB @07=K5 ?>
8E 2=CB@5==NN <>B820F8N 8 >1>A=>20=85. <0AHB01C :C;LBC@=K5 ?@>AB@0=AB20 A G5B:>
@8G5<, MB> 70G0ABCN >1CA;02;8205BAO =5 >1>7=0G5==K<8 3@0=8F0<8, B0: 8 8=D>@<0
?@>B82>@5G85< >1I5AB25==KE =>@<0B82>2 F859 A0<>3> >1I53> 7=0G5=8O, :0A0NI53>AO
A>1AB25==K< CAB0=>2:0< 8=482840, 0 8E ?@8=F8?>2 A>F80;L=>3> CAB@>5=8O 8 B@0:
=5CA2>5==>ABLN, A2O70==>9 A ?>AB>O==>9 B>2:8 B0:8E ?@8=F8?80;L=KE <><5=B>2 1K
B@0=AD>@<0F859 ?>;8B8G5A:8E, A>F80;L B8O, 2KABC?0NI8E 2 :0G5AB25 :C;LBC@=KE
=KE 8 M:>=><8G5A:8E CA;>289, ?@82>4OI8E C=825@A0;89, :0: ?@54AB02;5=85 > ?@>AB@0=
: :C;LBC@=K< B@0=AD>@<0F8O<  0 8<5==>, AB25 8 2@5<5=8, 4>1@5 8 7;5, 687=8 8 A<5@B8,
D>@<8@>20=8N =>2KE F5==>AB59 8 8450;>2, 4>;35 8 A>25AB8.
AB0=40@B>2 8 AB5@5>B8?>2. @8 MB>< 8=48 B0:, 2 A>2@5<5==>< >1I5AB25 <0AA>20O
284C0;L=K5 A?>A>1=>AB8 ;8G=>AB8 >:07K20 :C;LBC@0 2K?>;=O5B DC=:F88 ?> D>@<8@>
NBAO =54>AB0B>G=K<8 4;O 045:20B=>3> 2708 20=8N 548=>3> A>F8>:C;LBC@=>3> ?@>AB@0=
<>459AB28O A A>F80;L=>9 A@54>9.  40==KE AB20 :0: ?@>AB@0=AB20 480;>30. "5?5@L 3;02
34 . . # 2006  !1
=K9 2>?@>A  > B5E <5E0=87<0E, A ?><>ILN 59AB28B5;L=>, <0AA>20O :C;LBC@0 =5
:>B>@KE <0AA>20O :C;LBC@0 @50;87C5B A2>9 A?>A>1=0 ?@>872>48BL B2>@G5A:>5, :@50B82
?>B5=F80;. 0 =0H 273;O4, B0:8< <5E0=87 =>5 A>7=0=85 8 >15A?5G820BL <>18;L=>ABL,
<>< O2;O5BAO >A>10O @07<5@=>ABL <0AA>2>9 48=0<8G=>ABL, ?@>4C:B82=>ABL, MDD5:B82
:C;LBC@K, 55 A?>A>1=>ABL ?>4G8=OBL A>1AB =>ABL 2A5E <5E0=87<>2 :C;LBC@K 8 CAB>9G8
25==><C D>@<0BC 2A5 0@B5D0:BK A>2@5<5= 2>5 A0<>A>25@H5=AB2>20=85, GB> E0@0:B5@=>
=>9 :C;LBC@K, :>B>@K5 2 <0AA>2>< >1I5AB25 4;O 2KA>:>9 :C;LBC@K (0@:0@O= 1983: 62).
>1@5B0NB F5==>ABL 8A:;NG8B5;L=> ?@8 CA 4=0:> MB8 7040G8 <0AA>20O :C;LBC@0 8 =5
;>288 8E DC=:F8>=8@>20=8O 2 :0G5AB25 ?@> @5H05B. =0 87=0G0;L=> AD>@<8@>20;0AL
4C:B>2 <0AA>2>3> ?>B@51;5=8O. 0AA>20O :0: 040?B0F8>==0O A8AB5<0, :0: <5E0=87<
:C;LBC@0, @0A?@>AB@0=O5<0O A@54AB20<8 A>F80;870F88, A>F80;L=>9 @53C;OF88, 30@
<0AA>2>9 :><<C=8:0F88, O2;O5BAO A53>4=O <>=870F88, F5==>AB=>9 >@85=B0F88, :0: >4
C=825@A0;L=K< :0=0;>< B@0=A;OF88 >A=>2 =0 87 D>@<, >ACI5AB2;ONI8E AB018;870F8N
=KE A<KA;>2 :C;LBC@K, ?>4G8=ONI8< A2>5 ACI5AB2CNI59 A>F80;L=>9 A8AB5<K.  :0G5
<C D>@<0BC 2A5, GB> ?>?0405B 2 AD5@C 55 AB25 >4=>9 87 >A=>2=KE 55 7040G 2 >1I5AB
2;8O=8O. N1>9 0@B5D0:B, ?@8=04;560I89 25 O2;O5BAO D>@<8@>20=85 B>3> A<KA;>2>3>
8 >1K45==>9, 8 2KA>:>9 A?5F80;878@>20= 8 F5==>AB=>3> ?@>AB@0=AB20, 2 3@0=8F0E :>
=>9 :C;LBC@5, 2BO3820OAL 2 AD5@C 55 2;8O=8O B>@>3> AB0=>28BAO 2>7<>6=K< CAB0=>2;5
8, ?@8 MB><, A>E@0=OO A2>N D>@<C, CB@0G8 =85 2708<>?>=8<0=8O <564C 2A5<8 G;5=0<8
205B G0ABL A>1AB25==KE A<KA;>2, ?@>E>4O A>F8C<0 2=5 7028A8<>AB8 >B 8E ?@8=04;56
G5@57 ?@>F54C@K 040?B0F88. =>AB8 : @07;8G=K< A>F80;L=K< >1I=>ABO<
<5==> 2 MB>< A<KA;5 ?@54AB02;O5BAO 8;8 :C;LBC@=K< <8@0<.
2>7<>6=K< 3>2>@8BL > =825;8@CNI5< 7=0 >4>1=0O A?>A>1=>ABL MB>9 :C;LBC@K
G5=88 <0AA>2>9 :C;LBC@K, 2K?>;=ONI59 0?5;;8@>20BL : >1I57=0G8<><C, >1I5?@8
2 >1I5AB25 DC=:F88 :0: 157CA;>2=> ?>78 =OB><C 2 A>F80;L=>< 8 MB8G5A:>< A<KA;5,
B82=K5  A>F80;878@CNI85 8 040?B0F8>= 8AE>48BL 87 B>3>, GB> A?>A>1=> >1J548=OBL
=K5, :>B>@K5 ?@>O2;ONBAO 2 =0;06820=88 ;N459 @07;8G=KE A>F80;L=KE 8 :C;LBC@=KE
MB>9 :C;LBC@>9 :0=0;>2 A<KA;>>1<5=0 A8AB5<, 0:F5=B8@>20BL >1I55, 0 =5 >A>15=
8 ?@>F54C@ ?>=8<0=8O, B0: 8 =530B82=K5. =>5, CB25@640BL F5==>AB8, C=825@A0;L=K5
>A;54=85 A>AB>OB 2 AB@5<;5=88 <0AA>2>9 ?> A2>59 ?@8@>45, 8 >@30=87>2K20BL <>I=>5
:C;LBC@K : C=825@A0;870F88 :><<C=8:0B82 42865=85, 2BO3820O 2 A>1AB25==CN AD5@C
=>3>, A<KA;>2>3> 8 F5==>AB=>3> ?@>AB@0= A<KA;K 8 7=0G5=8O, =0:>?;5==K5 :C;LBC@0
AB20, :>B>@>5 AB0=>28BAO 2>7<>6=K< 2 3@0 <8 :0: ?@54H5AB2CNI8<8, B0: 8 A>2@5<5=
=8F0E A>740205<>9 59 28@BC0;878@>20==>9 =K<8  2A5 MB> ?>72>;O5B @0AA<0B@820BL
@50;L=>AB8. 45AL 2 :0G5AB25 >1J5:B>2 2>A <0AA>2CN :C;LBC@C :0: :C;LBC@C, ?@8=F8?8
?@8OB8O 2KABC?0NB, ?> ?@58<CI5AB2C, ;8HL 0;L=> :><<C=8:0F8>==CN 8 480;>38G=CN ?>
>1J5:BK, M:A?>=8@C5<K5 G5@57 >?@545;5= A2>59 ?@8@>45. <5==> 45<>=AB@0F8O MB>9
=K5 :0=0;K, 7040205<K5 <0AA>2>9 :C;LBC :C;LBC@>9 @53;0<5=B0F88 A?>A>1>2 459AB
@>9. A5 8=>5  0, ?> ACB8, MB> 2AO @50;L 2>20=8O 8 :><<C=8F8@>20=8O, 0 B0:65 55
=>ABL ?@51K20=8O  =5 ?>?0405B 2 7040==CN AB@5<;5=85 : D>@<8@>20=8N AC1J5:B0, 2;0
@07<5@=>ABL. @8 MB>< G5;>25: =5 B>;L:> B5 45NI53> :C;LBC@=K< B5:AB>< 8 A?>A>1=>3>
@O5B A2O7L A ?>4;8==>9 @50;L=>ABLN, => 70 459AB2>20BL 2 A>>B25BAB288 A 53> A<KA;0<8
G0ABCN CB@0G8205B A?>A>1=>ABL >ACI5AB2 8 7=0G5=8O<8, ?>72>;O5B @0AA<0B@820BL <0A
;OBL BC :><<C=8:0F8N A @C38<, :>B>@0O A>2CN :C;LBC@C :0: A8AB5<C D>@<8@>20=8O
2KABC?05B 2 :0G5AB25 M:78AB5=F80;L=>3> >1 ?>=8<0=8O.
I5=8O, >A=>20==>3> =0 B0:>< A?5F8D8G5
A:>< >B=>H5=88 : 459AB28B5;L=>AB8, :0: 8B.: ;>18= . !. C;LBC@0 8 >1I5AB25=
?>=8<0=85. =K9 ?@>3@5AA. ., 1980; 0@:0@O= -. !. "5>
2006 - !1 @>1;5<0 ?>=8<0=8O 35
@8O :C;LBC@K 8 A>2@5<5==0O =0C:0. ., 1983.; hart R. Culture Shift in Advanced Industrial
0@:C75 . 4=><5@=K9 G5;>25:. ., 1994; Society. Princeton (NJ), 1990; Riesmen D. The
Bell D. The Third Technological Revolution and Lonely Crowd. N. Y., 1953; Toffler A. The
Its Possible Socio-Economic Consequences // Adaptive Corporation. Aldershot, 1985; White
Dissent. Vol. XXXVI. No2. Spring, 1989; Ingle- W. The Organization Man. N. Y., 1956.


Wyszukiwarka

Podobne podstrony:
kultura masowa definicja ru
kultura masowa definicja ru
Kultura masowa
ASPEKTY IMPLEMENTACJI BIBLIOTEK DO POTRZEB WSPÓƁCZESNE J NAUKI I KULTURY
Drosdzol A Skrzypulec V Buchacz P Bakon I Psychologiczne i spoƂeczno kulturowe aspekty niepƂod
Praktyczne aspekty zarządzania kulturą
Zarządzanie Etyczne i kulturowe aspekty zarządzania Zarządzanie w warunkach globalizacji
MUZYKA POP NA TLE ZJAWISKA KULTURY MASOWEJ
Pedagogika kultury (1)
17 Prawne i etyczne aspekty psychiatrii, orzecznictwo lekarskie w zaburzeniach i chorobach psychiczn
05 RU 486 pigulka aborcyjna
Fotografia cyfrowa w kryminalistyce aspekty techniczno prawne

więcej podobnych podstron