Jiri Schubrt is a member of the editorial Board of the international scientific journal “Communicology”, a leading Czech sociologist, founder and head of the Department of historical sociology of the faculty of humanitarian studies of Charles University (Prague). He published numerous articles and works in Russian in the journals “Sociological research”, “Vestnik RUDN. Series: Sociology”, spoke at various conferences and is therefore well known to Russian-speaking readers and participants of scientific forums.
A wide range of scientific interests of I. Subrt is not limited to the study of the theoretical foundations of sociological thinking, the problems of collective memory, historical consciousness, identity. His works reveal the communicative components of this or that sphere of human activity.
His recently published monograph [Subrt, 2018: 280] is devoted to the problems of contemporary sociological theories. The author pays considerable attention to the theory of communicative action. Since 1990 Subrt consistently saturates communicology paradigm, even if sometimes fragmentary reflection of communication theories and concepts multiparadigm science ‘communicology’. Thus, it contributes to the development of the paradigm structure of rapidly developing communicology.

In this paper, social partnership is considered within the framework of the dialectical law of the unity of the struggle of opposites, according to which labor and capital are interconnected and represent a single entity in the capitalist economic system. The authors assert that social partnership is a condition and goal for the development of capitalist society. Condition – as it facilitates the implementation of the most rational and most effective forms of social interaction in society, as well as to overcome conflicts and alienation, thereby contributing to the stability of social relations. The goal is mentioned, because the institutionalization of social partnership serves as a criterion of social solidarity and integration of society. The authors lay emphasis on the new paradigm of social partnership development, which allows considering it not just as a way or technology to solve problems of social and labor relations in organizations, but as a social institution that ensures the development of the entire system of social and labor relations through cooperation and the search for mutually acceptable solutions.

The article discusses the theoretical foundations of ethno-political communications in the North Caucasus region and their common features. Within the framework of a polyparadigmatic concept based on a political and socio-cultural approach to the study of political actions and communication (H. Arendt, K.S. Gadzhiev, Y.A. Irkhin, A.I. Soloviev, etc.), ethnopolitical theories (Deutsch K. , Smith E., Shirokogorova S. M., and others), theories of intercultural communication (J. Mid., A.P. Sadokhin, S. Ting-Toumi et al.) and media communications (M. Castells, M. McLuhan et al.), the author differentiated the typical properties of ethnopolitical communications in the designated region. They are presented in the form of four pairs of antinomies: tradition and innovation; tolerance and intolerance; informality and institutionalism; ethnoideological and socio-political discourse. Revealed their regional features. The research methodology includes comparative historical, sociological and analytical methods that allow typology of the universals of ethno-political communications in the North Caucasus against the background of their theoretical reflection. The novelty of the research lies in the fact that, based on the synthesis of theoretical approaches to the study of the phenomenon under consideration, the author has identified typical features of ethno-political communications in the North Caucasus region.

The article discusses the sources of cultural diversity and social and communicative mechanisms for managing intercultural relations. Cultural diversity is not a new phenomenon, but due to the ongoing intensification of processes in XXI century the most acute problem is the adoption of certain measures to manage intercultural relations. The transition from the application of a system of political measures to more complex options, taking into account various spheres of society, the diversity of constituent elements, is noted. In the intercultural interaction in a multicultural environment of contemporary society, three central components have been identified: cultural, communicative and social. The possible variants of the directions of the communicative interaction of individuals and groups are considered, a variant of the multicultural environment model and interaction strategies, taking into account the presence of dynamic feedback between interacting groups and society as a whole, is proposed.

The paper represents the analysis of social advertising as a tool to improve public safety in society and gives the definitions of social advertising and its social role. The author suggests some options for the effective use of social advertising to improve public safety and comes to conclusion, that social advertising is a valuable element of improving security as it can introduce a certain model of behavior in society and facilitate the formation of positive mass consciousness. Social advertising as a tool of safety improvement is particularly effective in such problems as road safety, alcoholism, drug addiction, Smoking, unsafe sex, abortion. Thus, social advertising is an efficient tool not only to combat negative social phenomena, but also to promote social and cultural values in the public consciousness through the use of its communicative properties.

The article reviews the American discourse on the existential crisis of local media caused by the global technological and ideological shifts in its functioning. The author respectively reveals the essence of the “fake news” phenomena and depicts the role of alternative media which generate them in the context of a heated dispute between B. Obama and D. Trump administrations and conservative and liberal American mass media. Applied methodology includes the methods of qualitative and quantitative content analysis of the content of materials of American ‘alternative’ and ‘traditional’ media that reveal various facts and trends that affect the modern American political process. The article shows the mechanism of propaganda by liberal media against the administration of D. Trump.

Economic and demographic crises, the growth of nationalist movements and xenophobia predetermine the importance of preserving the unity and common values of the multi-ethnic and multi-religious population of the Russian Federation and of value-oriented approaches in managing social processes. The global and continuously occurring processes of social change in modern societies, when with the development of new communication technologies and the availability of information people has become open to various realities and cultural patterns instantly and independently of their geographic location, simultaneously lead to the erosion of tradition and historical memory. This actualizes the question of the living sense-points of a person, his self-determination in society.
One of the fundamental phenomena is identity as a worldview concept and a tool of construction, determining human behavior. Society categorizes and defines the identities of its members in a certain way and expects their respective behavior, but views on identity may be different. That is, in modern society there is a ‘struggle for identity’ in different spheres and institutions of society with communicative methods and tools. Civil identity as a form of group identity has an important practical purpose: a culturally diverse population of the country to unite, to unite on the Foundation of civic identity; the future of the country depends on that, it is important that the new generation, who grew up in the new Russia, will be taken as their identity, their citizenship, ownership and attitude to life, to events in the country. One of the fundamental phenomena is identity as a worldview concept and a tool of construction determining human behavior. The discourse on the content of the concept of identity has been conducted since antiquity, but remains relevant.

The article is devoted to the study of ideas about freedom and justice through the prism of the features of socio-cultural communication. The author is examining the objective and subjective aspects of the understanding of freedom and justice and comes to the conclusion that these concepts cannot be regarded as universals with invariable content. The ideas of freedom and justice are formed as a result of the person’s communicative ability to empathy, i.e. the ability to associate with other members of the community, ability to walk in their shoes. Thanks to the empathic ability, the consolidation of social values in society is carried out in a conventional way. The meaningful filling of the concepts of freedom and justice is conditioned by the specific nature of the sociocultural space of a certain social community.

Applying the circuit of culture model in analyzing Pepsi campaign with the Black Eyed Peas in 2007 case study uncovers the differences in perception of the brand and PR campaing in Mexico and Russia, which shows the importance of a culture-centred approach to public relations and communication. At the same time, it reflects how unique symbols were created and used in implementing in two culturally varied countries. The challenge of Pepsi was to create a universal campaign for reaching many kinds of diverse cultures including Russia and Mexico that should have enough symbolic values and common messages which could be understood by different nationalities in order to bring success to the brand. Analysis of this case study attempts to contribute to building knowledge in this area. While focused on two countries, this case builds a stronger argument for considering cultural approaches in developing universal public relations practice.

The Russian-Chinese cooperation has a long history. Tourism and recreation are no exception. The social and economic transformations, which have had an impact on the People’s Republic of China, are translated into the internal and outbound tourism development trends. Currently, it is the Chinese tourist flow that is decisive for the tourist market of many countries including the Russia.
The article discusses the key indicators of tourism development in the People’s Republic of China and the Russian Federation and highlights the organizational, intercultural and communication interaction issues, which adversely affect the mutual development of tourist projects. The authors represent statistical data reflecting the dynamics of tours to and from both countries, and analyze relevant tourist destinations and types of tourism. The emphasis is laid on organizational and informational aspects of Russian-Chinese tourism cooperation.

The main task of professional pedagogy is the training of specialists capable of ensuring safe and effective operation of a particular enterprise. This task is not new, but it requires constant attention owing to the rapid development of the most sectors of the economy, the need for constant updating of technical information, due to its rapid obsolescence, limits the possibilities of self-education in the field of professional pedagogy and psychology. Currently, technical universities are almost half staffed by professors and teachers who do not have pedagogical education. In addition, technical universities are increasingly attracting specialists from industries, those who can really share their experience and knowledge, but they also do not have pedagogical education. To some extent, this problem is solved by postgraduate education. But psychological and pedagogical training of postgraduate students and applicants is often optional.
In scientific and pedagogical literature the professional education of a teacher in postgraduate education is considered as a process of development of certain competencies, providing the possibility of high-quality implementation of the educational process. At the same time, external and internal factors, such as frequently changing Federal educational standards, social events, various regulations, etc. determine the need for the training of a teacher with not only special knowledge, but also a specialist with creative potential and striving for continuous professional self-improvement.
The article deals with the issues related to professional development of teachers who do not have pedagogical education, their adaptive readiness for pedagogical activity. The necessity of such training is determined and its main directions are shown.

From communication science perspectives, public opinion is formed and changed in communication process involving leaders and managers as information sender, receiver and regulator. The public opinion of statistical data and tertiary education is examined as Vietnam study cases to indicate that public opinion is a vital component of communication and a powerful instrument of problem solving for sustainable development.
Public opinion is not simply a sets of opinions of individuals, but it is a special social phenomenon reflecting the knowledge, attitude and tendency of action of social groups about rising issues in their life. According to this definition, the silence, not expressing any comment by a group of people is also a form of public opinion, reflecting a certain attitude and behavior tendency of the people.
Public opinion is an object of leadership and management and is studied for years from different scientific angles in order to clarify its every special dimensions. Therefore, to understand public opinion there is need to have an aggregated point of view not to overvalue this approach and under-look at the other. Studying a system of media theories about public opinion is very important and necessary to lead and manage media in order to create the public opinion for the safe of sustainable development.
Public represents an instrument, means to recognize, interpret and anticipate facts, phenomena in a changing human living environment. Researchers of public media very concern about studies forms of mass /public communication. Studies about communication often emphasize the role of instrument and means of modern media that have been strongly developed at the late of XIX and early XX Centuries. Since then, in the world, the studies of public opinion is closely linked to those of mass media and contribute to the development of some communication theories about public opinion.