Introduction. The article examines the nature and essence of patriotism and friendship of peoples, their crucial role for the life of the Russian Federation. Over the past decades, radical changes have taken place in the political system of Russia, its social and ethnic structure, and a heterogeneous ethno-confessional society has been formed. The author shows that patriotism and friendship of peoples are the most important determinants, specific properties necessary for the integration of our multinational federation ensuring order and stability in the country, its sustainable and dynamic development, the gradual formation of new supra-ethnic and supra-confessional values, and general cultural identity.
Methods. The combination of applying methods and approaches is the key to studying the theory and practice of patriotism, recognizing its procedural nature, unity and opposition in the activities of the state and society, the interests of the government, political parties and social groups. The use of the polyparadigmatic methodology in studying the nature and essence of patriotism, in particular, the activity and civilizational approaches, the synergetic method, dialectic categories made it possible to determine the complexity and continuity of the formation of patriotism and patriotic work, to reveal dynamism and conflict, general and special features in them.
Analysis. Studying the real state of Russian society points to the weakness of systemic activities of patriotic education, preserving and strengthening the unity and friendship between nations. The lack of a common goal problematizes the search for a common patriotic idea, new foundations for Russian civilization, the common existence of nations, the construction of a welfare state and a harmonious society.
Results. The article reveals inadequacy of the declared ideas of patriotism and friendship of peoples to the policy and practice of implementing neoliberal values and the priority of individualism. The author shows that the process of further fragmentation and stratification, alienation and separation of people according to racial, national, ethnic, cultural, religious, confessional, generational, professional and other characteristics continues in society. The transition of already atomized individuals from the ethnic mentality and national behavioral stereotypes to a single patriotic goal – the all-Russian identity – is formal. Today, the activity on the formation of patriotism and patriotic attitudes of consciousness does not affect the deep, essential foundations of society, is of a festival and manipulative nature, and in many respects concerns only the military sphere, tourism and sports. The notes mentioned create significant difficulties in understanding the idea of the common welfare, genuine and false in patriotism, the definition of objective interests of the state, authority and society, social groups and individual elites. Modern globalization inevitably involves taking into account the national interests of Russia, the search for optimal forms of interconnection of civilizational and universal principles.
TRANSFORMATIONAL TRENDS AND INNOVATIVE FACTORS IN THE DEVELOPMENT OF THE WHOLESALE AND RETAIL SECTORS OF THE PHARMACEUTICAL MARKET
