Self-realization of the individual in the conditions of using the policy of “social quality” as a modern tool of public administration in a transitional society is largely related to overcoming the existing limitations of the individual in acting in such a society and economy transitioning to a market character. Given that, in particular, in Ukraine the market is hybrid (and this is especially important), the existing limitations in self-realization of the individual must be overcome, including, and perhaps primarily, through transformations in the processes of socialization, which differ from European practices and institutions that ensure its implementation. Thus, it is a matter of overcoming not only and not so much the natural selfish interests of the individual, but the existing gap in skills, which are an invisible asset to ensure the endogenous nature of economic growth. It is shown that there is an inverse relationship between the formation of socialization and the policy of “social quality”, which is characterized by the dialectic of interaction between the individual and the group and which is a process of increasing the degree of socialization. The latter, due to interdependence, will serve to increase the effectiveness of interaction between the individual and the group, which expands the possibilities of self-realization of the individual in terms of European policy of “social quality” as a tool of public administration, whose successful application causes new challenges and content of the so-called secondary sociology. The logic of Ukraine's current development shows that new approaches are needed to achieve the social development goals set out in the Association Agreement between Ukraine and the European Union and to minimize the potential risks and threats that accompany current reforms in Ukrainian society. They should introduce new forms of public administration to create policy interrelationships of all dimensions, as proposed, in particular, by the social quality approach to socialization, the nature of which has been revealed in the author's previous publications. As a result, the socio-cultural (social) dimension will fundamentally change, the structure of which must include the transformational processes of socialization of a person, thanks to which they will learn the basics of life in the new social reality and intensify their social and economic interaction on the basis of self-realization, thereby contributing to the success of state policy of social quality and achieving stable socio-economic development.
SOCIAL MARKETING IN PUBLIC ADMINISTRATION OF SOCIAL SERVICE INSTITUTIONS