Introduction. The critical state of both the social sphere and the infrastructure of most rural settlements requires the search for new and effective influences on this situation, as public authorities, as well as many local governments are still not ready to effectively implement social reforms, meet basic living needs. Rural population, refer to the lack of sufficient budget funds. However, human centrism means that attention to the person of the active part of the villagers will affect the living standards of the rural population as a whole, will bring the living conditions in the countryside closer to the urban level. Research purpose revealing the peculiarities of the formation of physical culture of a person who is the only one who forms the demand and development of physical culture and sports in a democratic society, showing new, modern approaches to the development of sports in rural areas with existing limited financial resources. Research methods and materials. A set of methods of theoretical research was used (generalization of literature, materials from the Internet, the content of previous own scientific developments, abstraction, idealization, analysis and synthesis, induction and deduction). Results. Physical activity is the use by a motivated and self-determined person of subjective (assigned, included in the content of life) units of physical culture, reproduced by him to ensure the adequacy of his psychophysical condition to the changing conditions of life and production. Only when the actualized values to be physically developed and healthy, formed individually significant motives, existing concepts, knowledge and abilities, the necessary skills and abilities, only then on the basis of trained body mastered by man, there is a qualitatively new state of development, namely physical personality culture. Physical culture of the individual is a socially determined area of general human culture, which is a systemic, dynamic state, characterized by a certain level of unprofessional, i.e. self-used education, degree of physical perfection, motivational and value orientations and socio-spiritual values acquired through physical education and integrated into physical culture and sports, lifestyle culture, spirituality and mental and physical health. In this regard, the physical culture of the individual, and hence the structure of the strategy of sports development in the united territorial communities should be considered as being in unity and dynamics, and the latter should be the reaction of the social subject to the need to meet the needs of the population. In addition, related interests of physical, and then social, spiritual transformation of the person based on awareness of the value of a specific means of their satisfaction - exercise. Therefore, when considering the structure of PCS, it should be borne in mind that it arises and develops in the social structure of a particular society that has already developed. Conclusions. In the conditions of democratic development inherent in modern Ukraine, the determining condition for intensifying the involvement of rural people in physical culture and sports (PCS) is the formation of physical culture (PCP), as a conscious need to use sports for their improvement and development. It is the person with the formed PCP, uniting with the same persons interested in the development of PCS, forms the micro groups that form the demand for the creation of conditions for sports. The dependence of the governing bodies of the newly created United Territorial Communities (UTC) on the citizens who are voters in the respective territories allows those who have already formed the PCP to act as moderators of the development of physical culture and sports. It is these individuals and the social groups created with their participation with limited financial resources in most of the united territorial communities, who should take responsibility and involve support for prepared projects in the form of crowdsourcing, fundraising, and other modern tools to improve the base of physical culture and sports at the local level. Keywords: personality, physical culture and sports (PCS), physical culture of a person (PCP), physical culture/ sports activity, social group of sports activists, modern approaches to raising funds, crowdsourcing, fundraising, united territorial communities (UTC).
Socio-Economic Analysis of Effectiveness of Implementation of an Employment Guarantee Scheme at Local Level: A Study of a Village in India
