scholarly journals Advertising Agency: the Specific Features of Working in a Competitive Digital Environment

2021 ◽  
Vol 15 (4) ◽  
pp. 29-39
Author(s):  
Galina G. Deryabina ◽  
◽  
Nina V. Trubnikova ◽  
◽  
◽  
...  
Keyword(s):  
Information Technologies ◽  
Brand Value ◽  
Digital Environment ◽  
Integrated Marketing ◽  
Communication Management ◽  
Advertising Agency ◽  
Content Quality ◽  
Individual Agency ◽  
The One ◽  
The Individual

The article is devoted to changes in the advertising market in the field of relationships between its main subjects. The author systematizes the problems that have intensified in connection with sanctions, restrictions and the global crisis caused by the global course of the pandemic 2020–2021. The research focuses on the advertising agency, its new role and functionality. Particular attention is paid to the agency’s work in the most dynamic segment of the advertising market – digital, and new tools, formats and technologies used in agency work. The study reveals a set of problems that arise in the digital environment and are associated, on the one hand, with man-made causes and features of information technologies 3.0, which are not so easy to adapt to solve marketing problems, and on the other hand, with the problems of communication management and updated agency functionality. Such a characteristic feature as transparency, which initially, at the dawn of the digital communication era, was a serious competitive advantage compared to classic advertising media, has now almost disappeared. This limits the possibilities for cooperation between advertisers, advertising distributors, and advertising producers. The movement towards transparency should be supported both at the macro-level of the industry and at the micro-scale of the individual agency, in order to help the agency business maintain its key role in the advertiser’s business and not push it to directly cooperate with advertising carriers, which will lead to a loss of content quality and media placement. In digital communications, the differentiation between the tasks of consistently strengthening the brand value and the tactics of quick advertising for immediate purchase is very serious, since these tasks are solved by completely different – not overlapping-tools. The authors consider integrated marketing in the digital environment as the implementation of the agency’s functions of planning, selecting promotion channels in accordance with the tasks set, budgeting, monitoring efficiency and building work with the subjects of the communication market.

Digital Technologies: Reality and Centaurs of Imagination

2021 ◽  
pp. 65-76
Author(s):  
Irina A. Gerasimova ◽  
Keyword(s):  
Information Technologies ◽  
System Analysis ◽  
Digital Technologies ◽  
World Order ◽  
Routine Work ◽  
Catastrophic Risks ◽  
The One ◽  
The Individual ◽  
The Mind ◽  
Nature And Society

The article combines historical, cultural and systematic approaches to the analysis of digital transformations of society and man. Digital technologies play a crucial role in the transformation of economy, politics and society at the new stage of technologization. Developments and strategic projects for the introduction of arti­ficial intelligence, robotics, augmented and hybrid realities are implemented not only in the areas of dangerous, labor-intensive and routine work (i.e. in military affairs, industry, financial and economic operations), but also in the intellectual and creative spheres. The global time of change requires a global-system analysis. The invention of high information technologies and the interest of big business in the one-sided technologization of society disrupted the balanced co-evolution of computer technology and society. The author offers a noo-eco-geosystem ap­proach to the analysis of the crisis of technogenic civilization and the search for ways out of it. The complex grid of coordinates of the analysis includes planetary-physical, geo-ecological, geopolitical, geo-economical, geo-social, national socio-cultural, ethical and anthropological dimensions. The noo-eco-geosystem ap­proach makes it possible to reveal the catastrophic risks of digital economy and society strategies. The author considers energy and information and communica­tion technologies as catalysts for the accelerated transformation of society and the individual. These catalysts allow us to identify both the negative and positive as­pects of the global processes of evolution, as well as the “positive in the nega­tive”. The system analysis of digital transformations of society and man assumes consideration of methodological aspects of opportunities and limitations of tech­nologies. The destructive and purifying character of the transformations of nature and society is considered as a self-organizing process of the formation of the global world order, the future picture of the world and the qualitative transforma­tions of the mind on the basis of the values of noospheric ethics and geosociality

scholarly journals Regional Branding: Building Brand Value

2016 ◽  
Vol 64 (6) ◽  
pp. 2059-2066 ◽  
Author(s):  
Klára Margarisová ◽  
Lucie Vokáčová
Keyword(s):  
Brand Value ◽  
Value Proposition ◽  
Brand Building ◽  
Starting Point ◽  
Total Product ◽  
Regional Brand ◽  
The One ◽  
The Individual ◽  
Regional Product ◽  
Broad Complex

Regional branding is one of several ways to promote rural regions and support development of socially, culturally and environmentally oriented economies in areas that are interesting due to their natural and cultural heritage. The article attempts to review the conceptual and theoretical underpinnings of branding as conveyed by leading authors in the marketing field. The aim of this paper is to define brand as a broad complex of variables, which are used in building of its identity as a basis for creating value proposition and the position of a brand. Article briefly describes the most comprehensive labeling system for regional products at the micro-regional level is the one guaranteed by Association of Regional Brands (ARB). The main contribution of this article is a theoretical model of strategic management of a regional brand, which captures the interdependence of the individual steps of brand building as well as stakeholders. The starting point for building of brand value is a strategic analysis of the brand, including analysis of customer and competitors. The analysis of external factors is followed by analysis of the brand itself. The resulting relationship between the brand and the customer is based on value proposition representing benefits (functional, emotional, self‑expression). The concept of total product is connected with the concept of total brand and it is offered to the customer as a regional product. Finally it suggests possibilities for further research.

scholarly journals The determinism of the information society and the educational system: Enhancing academic attainments within distance learning

2021 ◽  
Vol 11 (2) ◽  
pp. 102-121
Author(s):  
Oksana Nikolaevna Kolomytseva ◽  
◽  
Artem Mikhailovich Stativka ◽  
Ding Shuqin ◽  
Valentina Ivanovna Stativka ◽  
...  
Keyword(s):  
Distance Learning ◽  
Information Society ◽  
Information Technologies ◽  
Digital Technologies ◽  
Virtual Learning Environment ◽  
Learning And Teaching ◽  
Ict Competence ◽  
The One ◽  
The Individual ◽  
High Level

Introduction. The article discusses ambiguous attitudes of information society citizens to the use of digital technologies in education. The aim of the research is to reveal and describe the deterministic nature of society and education, to explain the reasons for the ambiguous attitudes towards the use of digital technologies in education, and to analyze and summarize their advantages and capabilities to improve academic outcomes in the context of distance learning. Materials and Methods. By adopting personality-centered, activity-based and environmental approaches, the study considers the individual as a subject of learning and teaching, who can freely choose modes and means of learning, as well as communicative strategies within learning environments. Research methods include analysis of scholarly literature, synthesis of findings, and generalization. Empirical data were collected via a questionnaire and analyzed using statistical data processing methods. The sample consisted of students and teachers. Results. The literature review has been used to characterize and describe the information society in order to reveal its contradictory nature and multi-vector impact on the individual in the educational environment. Changes in the psycho-biological mechanisms of learners belonging to Generation Z are outlined and summarized. The authors emphasize the need for adjusting teaching methods to the peculiarities of modern learners. The study indicates that learners’ attitudes towards digital technologies are determined by their ICT competence. The recommendations on the improvement of instruction in a virtual learning environment are presented. Conclusions. The information society has predetermined the inevitability of the introduction and use of information technologies in the education, which , on the one hand, increases learners’ educational and research capabilities, and, on the other hand, requires a high level of ICT competence as well as major expenditures on such changes. The identified contradictions have led to restrained attitudes to distance (online) learning.

scholarly journals FEATURES OF MODERN EDUCATION: SOCIETY DIGITALIZATION AND PANDEMIC IN THE CONTEXT OF VALUES TRANSFORMATION

2021 ◽  
pp. 68-77
Author(s):  
Александра Александровна Левицкая
Keyword(s):  
Distance Education ◽  
Information Technologies ◽  
Social Space ◽  
Traditional Education ◽  
Cultural Activity ◽  
Education Society ◽  
Modern Education ◽  
Educational Spaces ◽  
The One ◽  
The Individual

Современная модель общества претерпевает изменения в связи с технологизацией и цифровизацией пространства культурной деятельности, которые, в свою очередь, тесно связаны с виртуализацией личности и существенно новыми ценностными ориентирами. Кроме того, резкое внедрение информационных технологий во все сферы деятельности человека произошло резко и моментально, без последовательной и поэтапной трансформации. Причина этому - пандемия, которая стала основой для социального дистанцирования личности. В образовательной среде именно цифровые технологии способствовали формированию дистанционного обучения, что и позволило расширить возможности традиционного образования, однако с учетом и выявлением многих особенностей перехода и взаимодействия двух образовательных пространств. Включение дистанционного образования в систему обучения происходит с формированием новых противоречий, которые в основном связаны с массовой цифровизацией социального пространства. В данном случае информационные технологии выступают как инструмент обучения, что, с одной стороны, привносит в систему образования элемент адаптации к вызовам современности, с другой стороны, именно это позволяет рассматривать дистанционное образование в качестве современного этапа развития образования, формируя многомерность образовательного пространства, основывающегося на двух культурно-ценностных парадигмах. The contemporary model of society is undergoing changes in connection with the technologization and digitalization of the space of cultural activity, which in turn are closely related to the virtualization of the individual and significantly new value guidelines. In addition, the sharp introduction of information technologies in all spheres of human activity occurred abruptly and instantly, without a consistent and phased transformation. The reason for this is the pandemic, which became the basis for social distancing of the individual. In the educational environment, it were digital technologies that contributed to the formation of distance learning, which made it possible to expand the possibilities of traditional education, however, taking into account and identifying many features of the transition and interaction of the two educational spaces. The inclusion of distance education in the educational system occurs with the formation of new contradictions, which are mainly associated with the mass digitalization of social space. In this case, information technologies act as a learning tool, which, on the one hand, introduces into the education system an element of adaptation to the challenges of our time, on the other hand, this allows us to consider distance education as a contemporary stage in the development of education, forming a multidimensional educational space based on two cultural and value paradigms.

PENGARUH LATIHAN RANGE OF MOTION (ROM) AKTIF ASSITIF TERHADAP RENTANG GERAK SENDI PADA LANSIA YANG MENGALAMI IMMOBILISASI FISIK

2019 ◽  
Vol 13 (2) ◽  
Author(s):  
Andri Setyorini ◽  
Niken Setyaningrum
Keyword(s):  
Range Of Motion ◽  
Human Life ◽  
The Elderly ◽  
General Purpose ◽  
Test Statistic ◽  
Physical Mobility ◽  
Motion Exercise ◽  
The One ◽  
The Individual ◽  
Active Training

Background: Elderly is the final stage of the human life cycle, that is part of the inevitable life process and will be experienced by every individual. At this stage the individual undergoes many changes both physically and mentally, especially setbacks in various functions and abilities he once had. Preliminary study in Social House Tresna Wreda Yogyakarta Budhi Luhur Units there are 16 elderly who experience physical immobilization. In the social house has done various activities for the elderly are still active, but the elderly who experienced muscle weakness is not able to follow the exercise, so it needs to do ROM (Range Of Motion) exercise.   Objective: The general purpose of this research is to know the effect of Range Of Motion (ROM) Active Assitif training to increase the range of motion of joints in elderly who experience physical immobility at Social House of Tresna Werdha Yogyakarta unit Budhi Luhur.   Methode: This study was included in the type of pre-experiment, using the One Group Pretest Posttest design in which the range of motion of the joints before (pretest) and posttest (ROM) was performed  ROM. Subjects in this study were all elderly with impaired physical mobility in Social House Tresna Wreda Yogyakarta Unit Budhi Luhur a number of 14 elderly people. Data analysis in this research use paired sample t-test statistic  Result: The result of this research shows that there is influence of ROM (Range of Motion) Active training to increase of range of motion of joints in elderly who experience physical immobility at Social House Tresna Wredha Yogyakarta Unit Budhi Luhur.  Conclusion: There is influence of ROM (Range of Motion) Active training to increase of range of motion of joints in elderly who experience physical immobility at Social House Tresna Wredha Yogyakarta Unit Budhi Luhur.

PHILOSOPHICAL PROPAEDEUTICS IN THE SYSTEM OF PRESCHOOL EDUCATION

2020 ◽  
Vol 22 (11) ◽  
pp. 11-15
Author(s):  
Gan N.Yu. ◽  
Ponomareva L.I. ◽  
Obukhova K.A.
Keyword(s):  
Modern Science ◽  
Preschool Education ◽  
Modern Society ◽  
Social Relevance ◽  
The Social ◽  
Moral Problems ◽  
The Subject ◽  
The One ◽  
The Individual ◽  
And Training

Today, worldview, spiritual and moral problems that have always been reflected in education and upbringing come to the fore in society. In this situation, there is a demand for philosophical categories. One of the priority goals of education in modern conditions is the formation of a reasonable, reflexive person who is able to analyze their actions and the actions of other people. Modern science is characterized by an understanding of the absolute value and significance of childhood in the development of the individual, which implies the need for its multilateral study. In the conditions of democratization of all spheres of life, the child ceases to be a passive object of education and training, and becomes an active carrier of their own meanings of being and the subject of world creation. One of the realities of childhood is philosophizing, so it is extremely timely to address the identification of its place and role in the world of childhood. Children's philosophizing is extremely poorly studied, although the need for its analysis is becoming more obvious. Children's philosophizing is one of the forms of philosophical reflection, which has its own qualitative specificity, on the one hand, and commonality with all other forms of philosophizing, on the other. The social relevance of the proposed research lies in the fact that children's philosophizing can be considered as an intellectual indicator of a child's socialization, since the process of reflection involves the adoption and development of culture. Modern society, in contrast to the traditional one, is ready to "accept" a philosophizing child, which means that it is necessary to determine the main characteristics and conditions of children's philosophizing.

Whither the people in the ASEAN Community?

2020 ◽  
Vol 10 (3) ◽  
pp. 43-57
Author(s):  
See Seng Tan
Keyword(s):  
Southeast Asia ◽  
Political Ideology ◽  
Management Development ◽  
The Other ◽  
Asean Member ◽  
Derechos Humanos ◽  
The People ◽  
Droits Humains ◽  
The One ◽  
The Individual

Abstract: The longstanding effort to develop a people-based regionalism in Southeast Asia has been shaped by an inherent tension between the liberal inclination to privilege the individual and the community under formation, on the one hand, and the realist insistence on the primacy of the state, on the other. This article explores the conditions and constraints affecting ASEAN’s progress in remaking Southeast Asia into a people-focused and caring community in three areas: disaster management, development, and democratization (understood here as human rights). Arguably, the persistent gap in Southeast Asia between aspiration and expectation is determined less by political ideology than by the pragmatic responses of ASEAN member states to the forces of nationalism and protectionism, as well as their respective sense of local and regional responsibility.Resumen: El esfuerzo histórico para desarrollar un regionalismo basado en las personas del sudeste de Asia ha estado marcado por una tensión fundamental entre la inclinación liberal de privilegiar el individuo y la comunidad y la insistencia realista sobre la primacía del estado. Este artículo explora las condiciones y limitaciones que afectan el progreso de la ASEAN en la reestructuración de Asia sudoriental en una comunidad centrada en el cuidado de las personas en: gestión de desastres, desarrollo y democratización (i.e., derechos humanos). La brecha persistente en el sudeste asiático entre la aspiración y la expectativa está determinada por las respuestas pragmáticas de los miembros de la ASEAN sometidos a las fuerzas del nacionalismo y proteccionismo, así como su respectivo sentido de responsabilidad local y regional.Résumé: L’effort historique pour développer un régionalisme fondé sur les peuples en Asie du Sud-Est a été marqué par une tension fondamentale entre l’inclination libérale qui privilégie, d’une part, l’individu et la communauté et, d’autre part, l’insistance réaliste sur la primauté de l’État. Cet article explore les conditions et les contraintes qui nuisent aux progrès de l’ANASE dans le cadre d’une refonte de l’Asie du Sud-Est en une communauté centrée et attentive aux peuples dans trois domaines : la gestion des désastres, le développement et la démocratisation (en référence aux droits humains). Le fossé persistant en Asie du Sud-Est entre les aspirations et les attentes est vraisemblablement moins déterminé par l’idéologie politique que par les réponses pragmatiques des États membres de l’ANASE soumis aux forces du nationalisme et du protectionnisme ainsi que par leur sens respectif de la responsabilité locale et régionale.

Ummah’s Rights or Human Rights? Universalism, Individualism, and Islamic Ethics in the Twenty-first Century

2010 ◽  
Vol 27 (3) ◽  
pp. 1-23 ◽  
Author(s):  
Marie-Luisa Frick
Keyword(s):  
Human Rights ◽  
First Century ◽  
The Other ◽  
Moral Code ◽  
Bill Of Rights ◽  
Islamic Ethics ◽  
Specific Content ◽  
Societal Needs ◽  
The One ◽  
The Individual

Against the background of the trend of Islamizing human rights on the one hand, as well as increasing skepticism about the compatibility of Islam and human rights on the other, I intend to analyze the potential of Islamic ethics to meet the requirements for vitalizing the idea of human rights. I will argue that the compatibility of Islam and human rights cannot be determined merely on the basis of comparing the specific content of the Islamic moral code(s) with the rights stipulated in the International Bill of Rights, but by scanning (different conceptions of) Islamic ethics for the two indispensable formal prerequisites of any human rights conception: the principle of universalism (i.e., normative equality) and individualism (i.e., the individual enjoyment of rights). In contrast to many contemporary (political) attempts to reconcile Islam and human rights due to urgent (global) societal needs, this contribution is solely committed to philosophical reasoning. Its guiding questions are “What are the conditions for deriving both universalism and individualism from Islamic ethics?” and “What axiological axioms have to be faded out or reorganized hierarchically in return?”

Laughter on the Fringes

2019 ◽  
Author(s):  
Anna Peterson
Keyword(s):  
The Other ◽  
Literary Canon ◽  
Autobiographical Writing ◽  
Treasure Trove ◽  
Old Comedy ◽  
Other Hand ◽  
Aggressive Humor ◽  
The One ◽  
The Individual ◽  
The Impact

This book examines the impact that Athenian Old Comedy had on Greek writers of the Imperial era. It is generally acknowledged that Imperial-era Greeks responded to Athenian Old Comedy in one of two ways: either as a treasure trove of Atticisms, or as a genre defined by and repudiated for its aggressive humor. Worthy of further consideration, however, is how both approaches, and particularly the latter one that relegated Old Comedy to the fringes of the literary canon, led authors to engage with the ironic and self-reflexive humor of Aristophanes, Eupolis, and Cratinus. Authors ranging from serious moralizers (Plutarch and Aelius Aristides) to comic writers in their own right (Lucian, Alciphron), to other figures not often associated with Old Comedy (Libanius) adopted aspects of the genre to negotiate power struggles, facilitate literary and sophistic rivalries, and provide a model for autobiographical writing. To varying degrees, these writers wove recognizable features of the genre (e.g., the parabasis, its agonistic language, the stage biographies of the individual poets) into their writings. The image of Old Comedy that emerges from this time is that of a genre in transition. It was, on the one hand, with the exception of Aristophanes’s extant plays, on the verge of being almost completely lost; on the other hand, its reputation and several of its most characteristic elements were being renegotiated and reinvented.

Married Life in the Middle Ages, 900-1300

2019 ◽  
Author(s):  
Elisabeth van Houts
Keyword(s):  
Middle Ages ◽  
Married Couple ◽  
Self Determination ◽  
Emotional Life ◽  
Social And Emotional ◽  
Individual Agency ◽  
Married Life ◽  
The Face ◽  
History Of ◽  
The Individual

This book contains an analysis of the experience of married life by men and women in Christian medieval Europe c. 900–1300. The focus will be on the social and emotional life of the married couple rather than on the institutional history of marriage. The book consists of three parts: the first part (Getting Married) is devoted to the process of getting married and wedding celebrations, the second part (Married Life) discusses the married life of lay couples and clergy, their sexuality, and any remarriage, while the third part (Alternative Living) explores concubinage and polygyny as well as the single life in contrast to monogamous sexual unions. Four main themes are central to the book. First, the tension between patriarchal family strategies and the individual family member’s freedom of choice to marry and, if so, to what partner; second, the role played by the married priesthood in their quest to have individual agency and self-determination accepted in their own lives in the face of the growing imposition of clerical celibacy; third, the role played by women in helping society accept some degree of gender equality and self-determination to marry and in shaping the norms for married life incorporating these principles; fourth, the role played by emotion in the establishment of marriage and in married life at a time when sexual and spiritual love feature prominently in medieval literature.

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