The research is conditioned by the necessity to analyze new opportunities for the development of the human capital and the challenges to it, caused by the digital transformation. It is substantiated that under the influence of the time arrow effects (I. Prigozhin) the development of the human capital goes at an accelerating pace and in a more complicated way in the context of the formation of the complex socio-digital-natural reality. The process of the digitalization has an ambivalent impact on the content and character of the human capital: on the one hand, individuals, starting from their early socialization, use smart machines for self-development, communicate not only with their parents and peers, as it used to be, but practically with people around the world, grasping the diversity of cultures and creating their “digital bodies”; however, on the other hand, the digitalization depletes the values of their own world of life, minimizes face-to-face communication, dehumanizes education and training; however, on the other hand, digitalization dilutes the values of their own life world, minimizes face-to-face communications, and dehumanizes the education at “McUniversities” (G. Ritzer). Accordingly, there are limits to how the digital transformation can be used to develop the human capital. The challenges of COVID-19 to the functionality of the human capital at both the global and local levels are particularly addressed. At the same time, in the author’s opinion, U. Beck’s idea of the “metamorphosis of the world”, expressed in the emergence of the “positive side effects of the bads”, is applicable to the pandemic. In this connection, it is argued that the qualitatively new opportunities for the development of the human capital under conditions of the socio-natural turbulence and the coexistence of people with viruses are emerging in a non-linear way, including: the emergence of the homo epidemiologicus as a new social type - an individual who during his/her life reflexes to the epidemiological situation; the transition to the digital medical surveillance with a humanistic orientation; the distant treatment of those who have fallen ill according to the data of their “digital body”; the creation of the prerequisites for recognizing the unity of the human capital of the peoples of the world.

What is the impact of the digitalization of society, primarily of the communicative sphere, on its human capital? Will the new generations, whose abilities and capabilities have been enhanced by digital technology, be more educated and more efficient than the previous ones? Or does the proliferation of new technologies have side effects in the form of restrictions on the growth of human capital, which will lead to impoverishment, diminution of the capabilities of the modern worker? Similar questions arose during the formation of each new technological order, and were first expressed by Plato in the dialogue Phaedrus, where he asks whether people will forget how to remember, having learned to write. They are also relevant in the era of digitalization. Sociologists have always been interested in the consequences of the development of technology and technology for society, its structures and institutions, for the perception of a person. A sociological view of the consequences of digitalization makes it possible to identify not only the advantages, but also new cultural, structural and institutional constraints for human capital - the spread of clip consciousness, shifting to decision-making machines, the loss of reliability of educational content and the risks of inaccurate information, the growth of the supply of unskilled labor based on digital platforms, transformation of the employee’s attitude and requirements to working conditions, etc. The author concludes that the cognitive potential of sociological approaches to studying the impact of digital communications on human capital consists in identifying its limitations and, at the same time, the possibilities of their metamorphosis into new points of growth.

The article introduces a new category of ‘communication regime’ into discourse, and examines the features of formation and development of country communication regimes. The authors describe some aspects of the methodology of communication regimes research (the need for ‘ideal type’ modeling for comparative analysis). The article contains the results of a study of communication regimes, initiated and first conducted by the National Research Institute for Communications Development (Russia).

Based on the concept of digital turn in sociology proposed by Professor S.Kravchenko, the authors use the example of specific sociological studies of Russian research centers to conduct a correlation analysis between the digital literacy of the population and its activity in social network communications. Network communications of the population in digital format displace analog formats and contribute to active digital transformations in society as a whole. Digital literacy is considered as an integral indicator that includes information, technical, communication and innovation components. In addition to age and gender differentiation, the level of digital literacy is also influenced by settlement and territorial factors, confirming the existence of an urgent problem of digital inequality. The situation with the ethical side of information literacy is also not clear. This indicator shows how deeply a person reflects on the information found and used. The mass transition to digital technologies observed and actively implemented in the last few years, including their application in network communications, increases not only the innovative, spatial and technological, but also the cognitive distance between generations, not only within the framework of family and interpersonal communications, but also on the scale of industrial, industry and institutional interactions. In today’s digital world, the structural elements of social networks include platforms, online services, or websites designed to build, reflect, and organize people’s social connections. It is the presence of an almost limitless number of information exchanges in social networks that forms a certain system of cybernetic power (cyber power). Cyber power is a complex system of resources structured around the production, exchange, and control of digital information. The cyber power is gradually transformed into a powerful hegemony, i.e., the power of the Internet. a superpower that is not limited to controlling purely cybernetic resources that include structural levels of cyberspace. Not only the communication system is changing, but also the way of thinking, which is becoming an actual subject of research not only for sociologists and psychologists, but also for representatives of many related scientific fields. The concept of a digital turn in sociology, which assumes a humanistic basis for the ongoing transformations, could become a methodological basis for a comprehensive study of the social aspects and consequences of digitalization of modern society.

The article considers the strategic management carried out on the basis of a strategic plan, which includes among the main provisions and components of models for applying methods and methods of communication. According to the author, strategic communication planning is a process of bringing the communication structure and function in line with the main goals of the organization. The so-called strategic communications matrix, which is the focus of marketing research, includes those communication models that fit into the system of strategic communications, involve all stakeholders in the communication process, and optimize communication efforts. Considering the aspects of the development of strategic planning in Russia, the author comes to the conclusion that in the Soviet period of development, the goals of strategic planning were not expressed in the plan of strategic communications, which is a tool for managing all communication structures and processes included in the system of strategic management of the development of a particular object.

The paper describes the practice-oriented model of training for bachelors and masters in the field of advertising and public relations, analyzes the new conditions for the transformation of training model, provides justification for the model of simulation training. The authors describe two models in simulation training, and consider the features of interaction of participants in the educational process in simulation training. This article is a logical continuation of the previous publication1, hence, it has appeared as a result of the authors’ experience of building a simulation model in this field of training.

This article reflects the results of a study of the value orientations of modern student youth and the features of its civic participation. The political socialization of modern youth is becoming an important factor in the manifestation of its civic political activity. Political literacy of youth is achieved not only due to its inclusion in the educational process and the study of relevant disciplines (political science, sociology, geopolitics, etc.), but also thanks to modern communication technologies. However, even the formation of the so-called “media literacy” always entails active political participation; absenteeism has been and remains the predominant feature of the political behavior of the majority of the young generation. The spirit of rebellion traditionally attributed to youth is not always manifested even in the form of a protest vote, which is facilitated by the lack of confidence in the effectiveness of the electoral political mechanism as a response to a request for justice. The survey allowed us to draw conclusions about the basic political values of youth (freedom, legitimacy, a request for social justice), and revealed the attitude of young people to various forms of civic participation, as well as their willingness to be active in the political sphere.

The article attempts to answer the question of what is ‘nationalization of elitesэ in its modern scientific interpretation and practical functionality, and to present a normative definition of this concept. Examines the relationship of the Russian state towards the problem of nationalization of the elites in different historical conditions, is interpreted as a precondition for strength of the constitutional and legal foundations of the state, as a factor of political and professional-ethical success of public administration, justifies the historical significance of the national-based awareness of the ruling elite of the state interest and action in accordance with this interest. A prerequisite for success is strategic validity, strict compliance with the principles and norms of domestic and international law, and the prevailing moral postulates. The purpose and objectives of the research are to identify the essence, features and content of the concept of ‘nationalization of elites’, to study the features of the process of such nationalization, to justify the objective validity of such a process and its practical necessity. The object of analysis is the elite layer of the system of public administration, politics, business and public service. The subject is the conceptual apparatus, the basic characteristics of nationally oriented elites, the main directions of nationalization of elites and improving the quality of the ruling class in terms of its value orientations and state interests. The objective nature of the transition to a national - oriented awareness of the legal essence and socio-political significance of the state interest by the elite is substantiated. At the same time, the authors assume that the practice of nationalization of elites in its modern version not only does not contradict, but fully corresponds to modern legal regulations and international practices. Materials and methods . The source base of the research is normative legal acts, political and program documents, data of sociological measurements, theoretical and journalistic works of domestic and foreign authors. The theoretical and methodological basis of the research is the dialectical-materialistic approach to the analysis of social phenomena and processes. Tool: comparative legal analysis, concrete historical approach, methods of system-functional, retrospective and comparative legal research. Results and conclusion . The essence of nationalization of elites is presented in the article as the most important component of the process of returning the country to independent historical creation based on its own highly professional intellectual, personnel, political, financial and economic potential, on the domestic political, managerial, spiritual, moral and cultural tradition. At the same time, it is proved that it is impossible to solve the problem of nationalization of elites only by propaganda appeals, organizational and legal instruments of coercion. We need a systematic, strategically well-calculated solution to the problem, i.e. a solution that would create conditions that would guarantee the protection of society, the state, the government and the elite from political and value blurring, manifestations of nationalism and great-power chauvinism, reorientation of domestic elites to values that are alien to our ideas about democracy, the market and a civilized way of life in the context of globalization. This means that they placed the elite in a strategically responsible position, and formed in it the qualities of a real bearer of the national idea, an exponent, a guide, and a real defender of national interests, rather than a formal one.

The paper is dedicated to the analysis of the emotiogenic properties of digital content as a factor in the occurrence of impressing impact on an individual on the Internet. Impressing is considered as a sociocultural phenomenon - its results are the formation of a person’s sustainable desire for a certain type of activity. This is especially relevant in adolescence: for Internet users of this age category Internet is the second reality, while surfing the Internet is not only a significant part of social interactions, but also the actualization of individual’s abilities. Based on the sociological and psychological theory of perception, the emotiogenic properties of digital resources are represented as primary and secondary. The ability of each of the types of these properties to determine the occurrence of impressing in adolescent users is revealed. The corresponding assessment of the digital resources demanded by users of the considered age category is given on the basis of empirical data obtained by qualitatively-quantitative research methods: focus group, content analysis, interviews.

This study examines the ontological problems in the aspect of the ratio of different cognitive practices and their mutual conditionality in the context of communication and their socio-cultural prerequisites, which is possible only if the traditional approach to the distinction between epistemology and faith is revised. Based on the idea of identity of common grounds of cognitive practices “belief” is included in the understanding of interpretation in the communicative situation for true knowledge in each of the modes of being. Belief in the philosophical tradition reveals the ontological foundations of hermeneutics. Three reflections are synthesised: the hermeneutic concept of understanding, the structuralist concept of language, and the psychoanalytic concept of personality. It is necessary to apply the method of phenomenological reduction to the ontological substantiation of hermeneutics in the Christian Orthodox tradition. Hence, the very natural seems the meeting of semantics, linguistics, and onomatodoxy, with the ontology language of Heidegger, the origins of which resides in in Husserl phenomenology. Fundamental ontology and linguistics, cult philosophy - both in different ways open the horizons of substantiation of hermeneutics. The beginning of this justification is the hermeneutic problem in Christianity, which has appeared as a sequence of the question of the relationship between the two Covenants, or two Unions. In the paper, the author attempts to identify the stages of constructing the philosophical concept of Pavel Florensky. As a result, the substantiation of the birth of the world in consciousness by the cult is revealed. Ontological tradenote words can be seen in Florensky through symbols. The symbol makes the transition from a small energy to a larger one, from a small information saturation to a greater one, acting as a lumen of being - when by the name we hear the reality. The word comes into contact with the world that is on the other side of our own psychological state. The word, the symbol shifts all the time from subjective to objective. The communicative model acts as a common point uniting these traditions. The religious approach as part of semiotic approach reveals the horizons of ontological conditionality of language and words, and among the words - the name, as the name plays a central role in the accumulation and transmission of information, understanding of the commonality of this conditionality in the concepts of phenomenology and Christian, Orthodox tradition.

The paper gives an overview of digital health components and their role in individual and collective health including telemedicine, artificial intelligence for health, wearable devices, mobile phones and mobile health. A particular focus is given to mobile health that significantly improve health care provider - patient communication, ensure maximum coverage with minimum resources, influence behavior change communication and stimulate healthy lifestyle. Mobile health application may vary from prevention risky behavior among patients, ensuring proper treatment and rehabilitation of the patients with various form of addictions, providing information on health to various target groups. The article gives examples of such programs and their effectiveness.

The aim of the research is new media and their role in events promotion, which has acquired particular relevance in connection with the measures taken in connection with the pandemic and isolation. The study is based on practical experience of the promotion of one of Russia top summer festivals in the new media in Spring 2020 - BOL Festival1,2 - and the related advantages and disadvantages of this mode of promotion. The article examines the history of BOL Festival, its mission and idea, justified by the use of promotion tools in new media. The scientific novelty of the work is to consider the promotion of the music festival in the conditions of the spread of coronavirus infection.