The influence of national culture on management. The relationship between business and national culture Functions of corporate culture

G. Hofstede43 concluded that the cultures of at least 66 countries share four principles that can be used as a basis for identifying, comparing and contrasting different national cultures and identifying market segments that are sensitive to external conditions.44 Perhaps you, being As a consumer behavior analyst, one day you will be responsible for developing global marketing strategies, and then you will need to pay attention to these values ​​when developing strategies appropriate to each country. Individualism versus collectivism. Individualism is characterized by the importance of the individual and virtues such as self-confidence and personal independence, and in some cases this means that the interests of the individual should be placed above the interests of the social group. In table Table 11.3 lists the differences in attitudes and behavior associated with individualism and collectivism. The desire to avoid uncertainty. Society responds in various ways to the uncertainty and ambiguity inherent in life. Some cultures have developed special rules or rituals for such situations, others find a way out in a more tolerant attitude towards the manifestation of dissent.
The definition of “generation N” (“generation Y”) is a brief transcription of data from Chapter. 7. - Note. auto

Distance from power. The distance between the government and the people reflects the degree of society's agreement with the high position of various power structures. This includes the centralization of power, the incentives accepted in society by the authorities, and the peculiarities of interactions between people of unequal status. Femininity (femininity) - masculinity (masculinity). This factor determines the extent to which a society supports values ​​traditionally considered masculine or feminine. Masculinity is associated with self-confidence, the desire to succeed, and concerns about material well-being; In the public consciousness, the feminine principle is identified with caring for neighbors, concern for the environment, and supporting the underdog.
Table 1 1.3. Individualism and collectivism: differences

For example, it is known that the southwestern United States is characterized by a “free” lifestyle, expressed in the popularity of comfortable clothing, entertainment outside the home, and active sports. In addition, the Southwest has an innovative attitude toward new products such as contemporary art and alternative healing methods (compared to the more conservative, reserved attitudes found in other geographic areas of the United States). The formation of specific core values ​​in a given geographic area is influenced by factors such as climate, religious affiliation of the population, ethnic influences and other variables. And according to research, culture can spread across national, state, and regional boundaries, incorporating the culture, climate, institutions, business organizations, and resources of each region.45 A recent study of 2013 respondents by Harris Interactive indicates that money is a highly desirable value, but this value varies from region to region. In the West, 40% of respondents indicate that the object of their desire is other people’s money, while in the Northeast only 28% of respondents gave this answer.46 Understanding the values ​​of residents of different regions can guide the activities of market entities related to the positioning of their goods in different regions.
North American Core Values
The basic values ​​of Canada and the United States, although somewhat similar, reflect the different national origins of the populations of these countries. In North American countries, which are quite young compared to Asian and European countries, values ​​are characterized by less strictness.
Foundation of American Values
Just two generations ago, the United States was an agricultural country. And despite today's highest levels of urbanization, many of America's core values ​​have agricultural roots. Religious and ethical traditions stem from Calvinist (Puritan) doctrine, which is associated with individual responsibility and a positive work ethic. Anglo-Saxon civil law, the rule of law and representative institutions have English origins; ideas of egalitarian democracy and secularism date back to the French and American Revolutions. The period of slavery and its consequences, and European immigration for three hundred years, had a tremendous impact on the American character. It is not surprising that American values ​​are oriented towards an ownership society, since this country was founded by businessmen, and therefore entrepreneurial values ​​are an integral part of the culture of modern America.47 Although most people now become employees of large organizations rather than farmers or small store owners, goods and services are purchased rather than manufactured, American values ​​remain largely agrarian - meaning an ethic of good work, self-sufficiency, and the idea that one person can do much.
American values ​​and advertising
What core values ​​are most attractive to advertising and marketing programs? In table 11.4 describes eight basic values ​​from an American point of view. Sometimes advertisers are accused of appealing mostly to fear, snobbery or self-indulgence, but after reading the data given in table. 11.4, you will understand that in reality the approaches we have named are by no means the most common. Manufacturing companies that embrace core values ​​such as work, achievement and well-deserved success, optimism, and equal opportunity to achieve prosperity achieve much greater success. This set of values ​​helps explain why the most successful television commercial aired during the 2005 Super Bowl was a Budweiser commercial that featured an airport crowd cheering as American soldiers returned from war.

To avoid offending a country's traditions or customs, advertisers must have a good understanding of its values. The advertisements of Benetton, the Italian clothing manufacturer, often raise social issues. But most Americans have never seen Benetton's most provocative ads. On one of them we see the outlines of multi-colored balloons, which, upon closer examination, turn out to be condoms. The ad was released as part of a campaign blitz for safe sex, with free condoms given to all visitors to Benetton stores. This advertising, which some considered offensive to the feelings of believers, was broadcast throughout Europe. Also, other advertising was shown throughout Europe, according to the creators, proclaiming interracial harmony, and it was also considered too provocative for the United States. The ad, which continues Benetton's "united colors" theme, features a white man's hand and a black man's hand handcuffed together. It was banned in the US after minority groups saw it as an implication that it portrayed a black man as a criminal and accused Benetton of racism.49
Table 11.4. Adaptation of companies to the core values ​​of Americans Material well-being
Achievement and success are measured primarily by the quantity and quality of material goods. Objects that other people can see have high value - clothes from famous designers, luxury cars, large houses. And although from time to time certain social groups rebel against these kinds of values, welfare remains the foundation of the American system. Americans place great importance on comfort (convenient transportation, central heating, air conditioning, labor-saving technologies) and consider the “right” to have such things to be an inviolable one.
Poles of morality
Americans believe in polarized ethics and judge actions based on whether they are good or bad. The norm is polar judgments: legal or illegal, moral or immoral, civilized or primitive. Consumers apply these kinds of judgments to government officials, politicians, and companies, judging them to be either moral or not, and are rarely ambivalent. Likewise, an advertisement that is “somewhat misleading” is rated as poor, even if the message is generally true. However, under certain conditions, the same behavior can be assessed with a plus or minus sign, depending on the situation. Gambling is generally illegal or considered "inappropriate" behavior, but in the form of a government lottery, part of the profits of which will be donated to charity, it can be regarded as "correct" behavior.
Work is more important than play
According to the American value system, work is associated with purpose and maturity, and play is associated with frivolity, pleasure and children. If in other cultures the most important events are considered to be holidays, vacations and vacations with children, then in the United States even socialization is often associated with work.
Time is money
Americans view time differently than many other cultures. In the US, time is more precise, whereas in Mexico, for example, time is approximate. Americans are usually punctual, work according to a predetermined schedule, and expect others to value their time.

End of table. 11.4
Work, optimism, entrepreneurship
Americans believe that problems should be identified and efforts made to resolve them. Having worked hard, you can count on success. Europeans sometimes laugh at their American friends who sincerely believe that a solution can be found to any problem. This belief is based on the idea that man is the master of his own destiny and can control it. American culture proclaims that work is rewarded, competition creates strength, and individual achievement is of paramount importance. Entrepreneurship is a reflection of the role of work, optimism and the importance of winning in the American value system.
Power over nature
Basic American values ​​engender a subjugating attitude towards nature - in contrast to Buddhism and Hinduism, which preach the unity and “cooperation” of man and nature. The attitude of Americans towards nature as conquerors is based on three assumptions: the universe is mechanical, man is the master of the Earth, people are qualitatively different from all other forms of life. American advertising depicts people dominating their natural environment, such as men struggling with baldness or women refusing to accept wrinkles.
Equality
All people should have equal opportunities. And although American society is still not free from discrimination, the core values ​​enshrined in law proclaim the equality of all people, especially those who accept the values ​​and behavior of the majority of society
Philanthropy
American values ​​involve helping those to whom fate has not been very favorable. Help is expressed in donations to unknown people and groups who find themselves in distress as a result of natural disasters, disability or any unfavorable circumstances. Organizations such as the American Lung Association or the American Cancer Society exist and operate successfully because of the faith of American citizens in philanthropy. For corporations, humanity not only means social responsibility, but is also an important communication “bridge.”
Differences in US and Canadian values
Canada and the United States are similar in many ways, but their values ​​and institutions differ significantly. In particular, it is less possible to talk about the existence of a Canadian ideology, as opposed to an American one. The emphasis on individualism and achievement dates back to the American Revolution; Canada did not have to experience this kind of upheaval. Canada is distinguished from its rich and rather aggressive neighbor by a more neutral, friendly face. Canadians know American media and institutions better than the other way around.
Canada and the United States have different histories and are in different situations. For example, law and order in Canada are protected by the Royal Canadian Mounted Police, which began protecting the country's border much earlier than the US Border Patrol. Seymour Lipset, one of the most authoritative analysts of Canadian-American relations, believes that this is why Canadians generally respect the law more than American citizens.50 Table. 11.5 lists other differences formulated in the studies of S. Lipset between the values ​​of the two North American countries.
Table 11.5. Differences in US and Canadian values

Corporate culture, as an organization's resource, is priceless. It can be an effective HR management tool and an indispensable marketing tool. A developed culture shapes the company's image and is also an integral part of the brand building process. This is extremely important in modern market realities, where to achieve success any business must be customer-oriented, recognizable, open, that is, have the main characteristics of a brand.

You need to understand that corporate culture is formed in 2 ways: spontaneously and purposefully. In the first case, it arises spontaneously, based on the communication models that the employees themselves choose.

Relying on spontaneous corporate culture is dangerous. It is impossible to control and difficult to correct. Therefore, it is so important to pay due attention to the internal culture of the organization, form it and, if necessary, adjust it.

The concept of corporate culture: main elements, functions

Corporate culture is a model of behavior within an organization, formed during the functioning of the company and shared by all team members. This is a certain system of values, norms, rules, traditions and principles by which employees live. It is based on the company’s philosophy, which predetermines the value system, the general vision of development, the model of relationships and everything that the concept of “corporate culture” includes.

So, the elements of corporate culture:

• vision of the company's development - the direction in which the organization is moving, its strategic goals;
• values ​​- what is most important for the company;
• traditions (history) - habits and rituals that have developed over time;
• standards of conduct - an organization's ethical code, which sets out the rules of behavior in certain situations (for example, McDonald's created an entire 800-page thick manual, which spells out literally every possible situation and options for employees' actions approved by management in relation to each other and to the company's customers );
• corporate style - the appearance of the company’s offices, interior, corporate symbols, employee dress code;
• relationships - rules, methods of communication between departments and individual team members;
• faith and unity of the team to achieve certain goals;
• policy of dialogue with clients, partners, competitors;
• people - employees who share the corporate values ​​of the company.

The internal culture of an organization performs a number of important functions that, as a rule, determine the effectiveness of the company.

Functions of corporate culture

1. Image. A strong internal culture helps create a positive external image of the company and, as a result, attract new customers and valuable employees.
2. Motivational. Inspires employees to achieve their goals and perform their work tasks efficiently.
3. Engaging. Active participation of each individual team member in the life of the company.
4. Identifying. Promotes employee self-identification, develops a sense of self-worth and belonging to a team.
5. Adaptive. Helps new team players quickly integrate into the team.
6. Management. Forms norms and rules for managing teams and departments.
7. System-forming. Makes the work of departments systematic, orderly, and effective.

Another important function is marketing. Based on the goals, mission and philosophy of the company, a market positioning strategy is developed. Moreover, corporate values ​​naturally shape the style of communication with clients and target audiences.

For example, the whole world is talking about the corporate culture and customer service policy of Zappos. Rumors, legends, real stories flooded the Internet space. Thanks to this, the company receives even more attention from the target audience.

There are basic levels of corporate culture - external, internal and hidden. The external level includes how your company is seen by consumers, competitors, and the public. Internal - values ​​expressed in the actions of employees.

Hidden - fundamental beliefs consciously shared by all members of the team.

Typology of corporate cultures

In management, there are many different approaches to typology. Since the concept of “corporate culture” in the business environment began to be studied back in the 20th century, today some classical models have already lost their relevance. Internet business development trends have created new types of organizational cultures. We'll talk about them next.

So, the types of corporate cultures in modern business.

1. "Role model." Here relationships are built on rules and distribution of responsibilities. Each employee plays his role as a small cog in a large mechanism. A distinctive feature is the presence of a clear hierarchy, strict job descriptions, rules, norms, dress code, and formal communications.

The workflow is thought out to the smallest detail, so disruptions in the process are reduced to a minimum. This model is often used in large companies with various departments and a large staff.

The main values ​​are reliability, practicality, rationality, building a stable organization. Due to these features, such a company cannot quickly respond to external changes, so the role model is most effective in a stable market.

2. "Dream Team" A team-based corporate culture with no job descriptions, specific responsibilities, or dress codes. The hierarchy of power is horizontal - there are no subordinates, there are only equal players on the same team. Communication is most often informal and friendly.

Work issues are resolved jointly - a group of interested employees gathers to perform one or another task. As a rule, the “bearer of power” is the one who has accepted responsibility for its decision. At the same time, distribution of areas of responsibility is allowed.

Values: team spirit, responsibility, freedom of thought, creativity. Ideology - only by working together can we achieve something more.

This type of culture is typical for progressive companies and startups.

3. "Family". This type of culture is characterized by the presence of a warm, friendly atmosphere within the team. The company is like a big family, and department heads act as mentors who you can always turn to for advice. Features - devotion to traditions, cohesion, community, customer focus.

The company's main value is its people (employees and consumers). Caring for the team is manifested in comfortable working conditions, social protection, assistance in crisis situations, incentives, congratulations, etc. Therefore, the motivation factor in such a model has a direct impact on work efficiency.

A stable position in the market is ensured by loyal customers and dedicated employees.

4. "Market model". This type of corporate culture is chosen by profit-oriented organizations. The team consists of ambitious, purposeful people who actively fight with each other for a place in the sun (for a promotion, a profitable project, a bonus). A person is valuable to a company as long as he can “make” money for it.

There is a clear hierarchy here, but, unlike the “Role Model”, the company is able to quickly adapt to external changes due to strong leaders who are not afraid to take risks.

Values ​​- reputation, leadership, profit, achieving goals, desire to win, competitiveness.

Signs of the “Market Model” are characteristic of the so-called business sharks. This is a rather cynical culture, which in many cases exists on the verge of an oppressive management style.

5. “Focus on results.” Quite flexible corporate policy, the distinctive feature of which is the desire to develop. The main goals are to achieve results, implement the project, and strengthen our position in the market.

There is a hierarchy of power and subordination. Team leaders are determined by their level of expertise and professional skills, so the hierarchy often changes. In addition, ordinary employees are not limited to job descriptions. On the contrary, they are often brought in to solve strategic problems, opening up opportunities for them to develop for the benefit of the company.

Values: results, professionalism, corporate spirit, pursuit of goals, freedom in decision-making.

These are the main types of corporate culture. But besides them, there are mixed types, that is, those that combine features from several models at once. This happens to companies that:

• rapidly developing (from small to large businesses);
• were absorbed by other organizations;
• changed the main type of market activity;
• experience frequent changes in leadership.

Formation of corporate culture using the example of Zappos

Integrity, unity and a strong team spirit are truly important to achieve success. This was proven by one of the world's best brands, Zappos, an online shoe store, an example of whose corporate policy has already been included in many textbooks of Western business schools.

The main principle of the company is to bring happiness to customers and employees. And this is logical, because a satisfied client will return again and again, and an employee will work with full dedication. This principle can also be seen in the company's marketing policy.

So, the components of Zappos corporate culture:

1. Openness and accessibility. Anyone can visit the company's office, all you have to do is sign up for a tour.
2. The right people - the right results. Zappos believes that only those who truly share its values ​​can help the company achieve its goals and become better.
3. A happy employee means a happy customer. The brand's management does everything to ensure that employees have a comfortable, fun and joyful day at the office. They are even allowed to design their workplace as they please - the company bears the costs. If the employee is happy, then he will be happy to make the client happy. A satisfied customer is the success of the company. The freedom of action. It doesn’t matter how you do your job, the main thing is to make the client happy.
4. Zappos does not monitor employees. They are trusted.
5. The right to make some decisions remains with the employee. For example, in the service department, an operator may, on his own initiative, give a small gift or discount to a customer. It's his decision.
6. Learning and growth. Each employee first undergoes four months of training, followed by an internship in a call center to better understand customers. Zappos helps you improve your professional skills.
7. Communication and relationships. Although Zappos employs thousands of people, it makes every effort to ensure that employees get to know each other and communicate effectively.
8. The customer is always right. Everything that is done at Zappos is done for the sake of customer happiness. The powerful call center, which can even help you call a taxi or give directions, is already legendary.

In general, the company is considered the most customer-oriented. And the level of its corporate policy is a standard to follow. Zappos' internal culture and marketing strategies exist in close symbiosis. The company is trying its best to retain existing customers, because loyal customers bring the company more than 75% of orders.

Write in the comments what corporate culture model is used in your business? What values ​​unite your employees?

In the modern world, the pace of globalization has increased significantly, the exchange of information between countries and peoples has accelerated by orders of magnitude, logistics allows a person to move from one part of the planet to another in a matter of hours. The process of technological and information exchange itself is inextricably linked with the influence of one culture on another. At one time, Western scientific thought recorded such a phenomenon as a clash of civilizations, which S. F. Huntington wrote about, the reason for which is the lack of in-depth knowledge of the cultural code of a particular nation, which leads to tough ideological confrontation between different peoples and countries.

There are two ways to solve this problem: The first is the formulation of a strategically winning task of unification, synthesis of cultures. The practical solution to the problem of cultural synthesis requires significant costs in the first stages, since it presupposes the mass elimination of illiteracy and a special level of human education. At the moment, the second way is being implemented in world practice - this is the simplification and unification of complex cultural codes. Some even justify this path, considering it tactically advantageous. However, simplification and unification of complex cultural codes is an obvious disadvantage of the real globalization of today.

The thing is that the model of globalization being implemented today in practice is aggressive and offensive in nature. The hegemonic culture seeks to capture the entire information space. If earlier culture was the fundamental basis of human life, it made it possible to “seriously and for a long time” build social relationships, carry out mutual integration and interface heterogeneous social systems for common development, but now the imposed principle of cultural interaction is expressed in the words “take here and now.”

Today, mass “culture”, artificially cobbled together from a North Atlantic mixture of cultures, has become the hegemon. This mixture is the result of the “melting pot” concept, which was announced back in 1908 in his play by Israel Zangwill. The play's protagonist, Horace Alger, a young immigrant from the Russian Empire, states: " America is the greatest melting pot created by God, in which all the peoples of Europe are fused... Germans and French, Irish and English, Jews and Russians - all into this crucible. This is how God creates a nation of Americans" Today, globalist unifiers have made America a hostage to political-economic technologies and use it as a tool for trading mass culture. The statement of the American sociologist R. Steele is indicative: “We have built a culture based on mass entertainment and mass self-gratification... Cultural signals are transmitted through Hollywood and McDonald's around the world - and they undermine the foundations of other societies... Unlike ordinary conquerors, we are not satisfied with the subjugation of others: we insist on to be imitated." Culture has become business. Art, clothing, food, technology and other areas of human life are adjusted to one standard and put up for sale. All national cultures of the planet are under the information pressure, which leads to a serious deformation of the perception of the world picture by original peoples.

It should be noted that Americans are not the first victims of the war of worldviews. The weapons of occult intoxication continue to do their work. In the 20th century, the concept of the unification of humanity and the dominance (exclusiveness) of one race was promoted in Germany. Ordinary Germans were involved in this dangerous sociocultural experiment. The Nazis declared a certain “strength in unity,” but in fact they pushed the hegemony of one distorted cultural code and the erasure of all other cultures. Having not learned the lessons of the past, humanity continues to step on the same rake... But how much strength and effort will be needed to cope with the common world disaster this time?

In conditions of ideological and cultural hegemony by default and actual mass ignorance, all declarations about integration, unity in diversity, etc. becomes impossible to implement in practice. Globalization must be forward-creative character (!), then there is real improvement and development of human society at a qualitatively different level.

Subjectivity of countries and peoples

Any process or phenomenon is perceived by us subjectively, that is, based on the criteria that underlie our descriptive algorithms. Managing society is a complex, multi-circuit process. In terms of their significance, the contours are equal in size, while they are of different quality, based on tasks, methods and target orientation. Modern science calls these contours generalized management priorities. The impact on society is produced comprehensively through different circuits simultaneously. If a breakdown, overload or heating occurs on one of the circuits, the load is partially transferred to others, which become more noticeable. Of those more or less succinctly and reliably described today, the following contours are distinguished: worldview (algorithms for recognizing/perceiving information), chronicle (the entire set of source codes of the cultural code, including reliable historical data), factual (ability/skill to work with sources of information; expressed in applied technologies, including various kinds of ideologies), economic (providing nodes, elements, mechanisms of the system based on the chosen management model), genetic (caring for people as material carriers of the cultural code) and military (destruction/suppression of carriers of the cultural code, direct and indirect, in including for self-defense purposes).

Culture predetermines a set of codes that prescribe a person a certain behavior with his inherent experiences and thoughts, thereby exerting a managerial influence on him. A people can be called subjective if they have a certain degree of freedom (more than 75%) on each circuit - the priority of management. Accordingly, confrontation between worldview models, carriers of worldview models, including those territorially united in countries, can and does occur at each of the priorities. The more levels the capture is carried out, the stronger and deeper the enslavement of a particular people. If the degree of freedom in a country is at least 3/4, then the country has sovereignty, that is, independence in making decisions on this priority. Occupation of a country occurs when the degree of freedom drops to 1/4. In this case, there is a loss of subjectivity: decisions are made by an external force that has seized control of the country based on one priority or another. A complete loss of subjectivity means the destruction of the country.

For example, the Russian Federation is occupied with economic priority. " Last November, deputies of the Communist Party of the Russian Federation and United Russia asked Prosecutor General Yuri Chaika to check the legality of the actions of the Central Bank, which, in their opinion, led to a sharp drop in the ruble exchange rate. However, the supervisory agency explained that the audit of the regulator is beyond the competence of the prosecutor. The Central Bank's auditors are exclusively Western companies, and it is immune from control by Russian departments».

It is not surprising that the interest rate of the Central Bank of the Russian Federation and the central banks of other countries varies significantly; in Russia it fluctuates between 11 - 16%, while in the so-called developed countries it does not exceed 2.5%. In addition, according to the Constitution of the Russian Federation, Article 75, money emission is carried out exclusively by the Central Bank of the Russian Federation, its main function is to protect and ensure the stability of the ruble, which it carries out independent of other government bodies. The state is not liable for the obligations of the Bank of Russia, and the Bank of Russia is not responsible for the obligations of the state. Using the mechanism of the Central Bank, international circles can arrange an endless outflow of capital from the country, thereby blocking the development opportunities of the state.

Let us graphically depict the internal state of Russia's subjectivity on each control loop.

The loss of subjectivity by public authorities de jure and de facto on any of the priorities leads to instability and the inability to sustainably develop the country’s territories. The problem today is that the state, as a social institution, which is obliged to set the central line of the country's development, is losing its subjectivity. The role of the subject is taken over by corporations. If earlier trade associations played the role of an economic entity in the territory and took into account the position of the ruler/administration of the country in the matter of resource distribution, today corporations find opportunities to use governments as executors of their goal - “accumulation”, i.e. accumulation of resources, material and intellectual assets, maximizing profits at any cost. (Perhaps once created by someone for specific tasks, now, without the presence of a subject, they fight among themselves and automatically continue to accumulate resources, thereby squeezing them out of the surrounding world). Below are the country's governance schemes.

1. 1. The “corporate interest” management scheme being implemented today:

1. 2. Scheme for sustainable management of the country:

A shift is also taking place in people’s self-identification. Previously, when meeting a new person, the question “who are you?”, “Whose will you be?” was asked with the goal of recognizing a new element and understanding, first of all, the bearer of what cultural code it is. Today, in the conditions of global unification, carriers of intelligence begin to associate themselves not with the territory, their homeland, people, but with certain information and algorithmic settings, including professional ones. You no longer hear the answer “we are Skopskie”, but more often you hear “I am a lawyer”. It even got to the point where people began to be adjusted to the standards of engineering and technology. For example, in order to sell clothes for people in a conveyor flow, several standards of machine sewing, etc., were introduced into fashion. Perhaps even some Google futurologists see greetings from people to each other in the near future as “Algorithmic firmware 5Xc-1.02\Empirical media size XXL.” This vision of the future really needs to be called “short-term”, or rather erroneous and extremely dangerous. The response of the President of the Russian Federation to the question “WHO ARE YOU??” deserves special attention and special gratitude. in an interview with American journalist Charles Rose on the eve of his speech at the UN General Assembly on September 28, 2015: “I am the president, I am Russian!”

In general, Google futurologists are not generators of new ideas at all. Back in 1920, Yevgeny Zamyatin described the sad trend of what dreams of totalitarian unification lead to. In the work “WE,” people no longer have names, they are named by numbers. The numbers shave their heads smoothly, wear “unifa” (identical clothes), the authorities control everything, even the intimate life of the numbers. However, there are also incorrect numbers among the numbers. Therefore, in the end, the great integrator performs brain surgery on everyone to remove the “center of fantasy,” turning everyone into soulless and soulless, but obedient mechanisms. This work, and events in the real world, inspired others to think about the threats of the future: the British George Orwell (“1984”), the American Aldous Huxley (“Brave New World!”).

However, some people decided to try the recipes from the books in the real world. In the camps of the Third Reich, the Nazis tried to make slaves out of people and purged those who did not surrender. Somewhat later, the servants of liberal freedoms in the concentration camp on Doson Island called the Chilean communists Island 1, 2, etc. instead of their names. The “humane” capitalists were never able to “peacefully” recode the socialists during the years of camp torment, so in the end, like the fascists, they killed carriers of “dangerous” ideas. So that, God forbid, something socially useful does not grow in Latin America. Futurologists of the 20th century called the state the main villain, but today control has actually completely passed to corporatocrats, selling absolutely everything and establishing market dictates in all spheres of human life.

By the way, the ideology of Benito Mussolini’s fascism involved the establishment of the power of corporations that were supposed to represent the interests of all segments of the population. The power of corporations in fact and under the guise of liberal democracy was indeed established, but there was a mistake with goal setting. Having prioritized maximizing profits at any cost, the leaders of world occultism have obviously confused what comes first in the vector of their goals; even if one of the founding fathers of capitalism, D. Rockefeller, said a hundred years ago: “I know of nothing more despicable and pathetic than a man who devotes all his time to making money for money’s sake.”

Our modern thinker, Doctor of Philosophy, chief researcher at the Institute of Philosophy of the Russian Academy of Sciences A. L. Nikiforov clearly defined the basic ideological principles of liberalism: “ society for you is just a mechanical collection of individuals who are connected only by exchange relations; you declare private property sacred and recognize the institution of inheritance; you reject state intervention in market relations, reject religious and traditional moral values ​​as limiting the freedom of the individual; you deprive an individual of culture and turn him into a bipedal featherless creature" As a result, all kinds of movements of liberalism have degenerated into an extreme form of “neoliberalism”, when all types of social relationships are interpreted as an act of buying and selling.

Within this destructive ideology, unfettered market freedom and competition are seen as the main means of achieving human progress. The virus of neoliberalism began to actively spread in the 1970-1980s. through pop culture, politics and educational standards. Now young people automatically reproduce the values ​​that form the basis of this ideology. A generation of young people who have not experienced the hardships of the struggle for social justice are imposed on a skillfully constructed model of inequality, fierce competition as the norm, and material values ​​are presented as the goal of life. It is noteworthy that, in essence, the ideologies of liberalism, Nazism, and fascism (in the sense of military nationalism) have a common ideological basis. They justify inequality in every possible way and involve the erasure and replacement of original cultural codes.

At the ideological level, the confrontation continues between the slave doctrine and the doctrine of the society of social justice. Moreover, a paradigm shift will only expose all existing problems and intensify the struggle. Consciously or not, whether formalizing their plans into strict lexical forms or acting on a whim, combining forms\methods\approaches, each of the hierarchically ordered assemblies of intelligence (according to territorial, professional, and other principles) today builds principles and models of management for at least millennia to come. .

"Soft" war against humanity

The development of information technology makes it possible to significantly speed up the process of materializing ideas and implementing unmanifested trends. The question remains in the criteria for evaluating the idea and the feasibility of its implementation. The meanings that float in society depend on people’s worldview. The artificial division of people into superior and inferior is acutely manifested in culture. The existence of elite and mass cultures indicates that, unfortunately, the slave model of management is still acceptable to the majority. It should be noted that the promoters of the unification concept continue to actively impose it and are working proactively. First, they test the technology on their territory, and after success, they use it as a “silent” weapon to attack and undermine the protective structures of the society of other countries. Works of culture and art from different centuries are a mirror in which society sees its reflection: the past, the current state and emerging changes.

Mass culture turns society into a kingdom of distorting mirrors with an inverted value system.

Today, the intensive development of the technological environment under the dominance of the slave-owning worldview on the planet predetermines the transition of the information-algorithmic (worldview) war from the phase of an unmanifested, slowly flowing conflict to the phase of aggravation. The purpose of military influence is to soften the human brain, turning people into weak-willed mankurts who have completely lost their cultural and historical memory. Iran has a rich history and is well versed in the methods of waging such warfare. As Ali Khamenei aptly noted leaders and media workers are commanders and soldiers in this war. A soft war has been declared for everyone, including Russia.

Let us recall that wars are fought on every priority (circuit) of society management. However, the media focuses mainly only on terrorism and the consequences of economic clashes: currency collapse, defaults, economic sanctions, financial crises.

Such rhetoric is not surprising, because liberal software is installed in the head. At the same time, the mechanics of waging “soft” wars, the implementation occult mutation is kept silent. Today, everyone’s life has become a field of active combat operations, tough information-algorithmic confrontation. The object of influence is a person’s worldview. It is through culture that a worldview standard is formed, which predetermines thinking stereotypes and behavior algorithms. Thus, knowing the original cultural code, a person can be “counted”, i.e. predict his reactions and actions.

Today, adherents of slavery are pursuing a dangerous policy of unification, which involves the introduction of an artificial Unicode virus that destroys the traditional cultural codes of different countries. Malicious information-algorithmic settings of behavior patterns, meaning-destroying media viruses penetrate into all spheres of life of communities through the media, idols, books, music and paintings. Well-known American media expert and open source policy advocate Douglas Rushkoff says that mass culture is an environment in which media viruses, similar to biological viruses, spread very well. " The principle of the spread of media viruses is recognition in the media space, on which all pop culture is based, be it the recognition of pop stars or pop political leaders. The performer is perceived by the listeners as a part of themselves. Real life is being replaced by endless reality shows - this is an example of the highest degree of simulation, which is not so harmless, because it develops in a person the same type, and therefore easily manipulated, stereotypes of behavior».

Accordingly, the intellectual level is deliberately lowered to make it easier to manipulate the population.

In this case, a whole arsenal of means is used: mass culture, educational standards, political ideologies with their own sets of ideologies, scientific research - everything works to simplify and maximize consumption. Against the background of general socio-cultural degradation, intellectual dependency is progressing. Society is deliberately not allowed to grow up. The media industry and politics create talking heads - authorities who articulate reality for the ignorant masses. At the same time, the external logic of their speech does not guarantee the correctness of the conclusions, much less taking into account the interests of the people. The people are being made into a crowd that is forced to give up the right to make decisions to others. The result of manipulation is excitement and the appearance of false targets and landmarks in the object of manipulation. Using elements of information and algorithmic influence on the human psyche and relying on the tools of cyberspace, special structures form in people’s heads the reality they need, which is often in no way connected with reality (simulacra).

Occultism as a Crowd Control Tool

If under culture we understand the entire set of extragenetic information that contributes to the creative development of humanity, then occultism, in our understanding, the opposite concept is a targeted destructive information-algorithmic impact on people (as material carriers of the cultural code).

In essence, a global special operation is being carried out with the entire world community. Previously, a number of social experiments were carried out on different cultural platforms, which we will discuss below. There has been a legalization of the power of the occultists, who, in principle, do not care what cultural code they change. Having infected a young, not yet fully formed nation - the Americans - with the virus, they went on the offensive against the culture of other peoples. Moreover, the soil was prepared. For example, a precedent was created in Germany, when ancient Germanic cults were used against their people, ancient symbols were interpreted for evil.

The Nazi occultists aimed to undermine the foundations of communities and destroy the traditions of Judaism, Christianity and Islam. Isn't this what is happening in the modern world? As a whole, we dealt with the manifestation of Nazism in the hot Second World War, but the infection survived and spread throughout the world. It’s like in Russian fairy tales: you cut off the head of the Serpent Gorynych, and in its place three appear.

- an old technology that is dressed in different clothes depending on the era and place. To remain silent, or if that is impossible, then to talk, to interpret a healthy idea in a dark light, to lead a trend and lead it astray - this is the specialty of the occultists. Occultists use the words “equality”, “freedom”, “unity”, “integration”, etc. solely as beautiful wrappers. And the content of their initiatives, alas, is rotten through and through. Thus, their favorite method of governing the country is the creation of an idol - a living cult of the ruler. In ancient times, to popularize the tsar-emperor, the sovereign-hero, they fabricated a myth, a legend, a fairy tale.

With the development of information technology and social engineering, the process of creating an idol has accelerated significantly. Let us briefly describe the technology of occultism. They take a person with a certain potential, then they pump up the information field around him (today it’s called PR) - they create myths, he is shown everywhere - he can be an actor, musician, politician, etc. When popularity reaches its peak, a certain “message” is conveyed through his lips, which becomes the property of the psyche of the majority and has a managerial effect on the crowd. At the same time, the idol himself may be a well-meaning idiot who does not really understand who is using him and for what. Then the idol is taken into the shadows, or sacrificed, just in case it begins to become restless and assert rights that are objectionable to occultist merchants.

The establishment of a cult is possible only if the worldview model of slavery is acceptable in society, and the peculiarities of the cultural code of the experimental people are taken into account. In the 20th century, dictatorial regimes came to power in different countries: Mussolini in Italy, Hitler in Germany, Peron in Argentina, etc. Their power is based on the occult. At the same time, it is announced that the idol speaks on behalf of the people and shares all their aspirations. A certain myth is created around the “hero”. Thus, in Germany the ancient Nordic cult of military service was promoted. The symbol of service was the swastika, which since ancient times was considered a symbol of the sun, movement, and prosperity. The military must have its own leader - the Fuhrer. Accordingly, the soldiers selflessly began to serve their “great” Fuhrer. At the same time, A. Hitler as a person did not have much importance; he was convenient for the role of “idol”. On the contrary, thanks to his personal charisma, Ernst Röhm, by the end of 1933, managed to gather more than 2 million people around him. In 1934, he was shot as a dangerous, unnecessary competitor.

In Latin American countries, the cult of death and sacrifice has an ancient history. The origins of the cult are in the ancient civilizations of the Mayans and Aztecs. Also, a special place is occupied by women, priestesses and servants of the cult. In addition, since the Christianization of Latin America, the image of Saint Mary has occupied an important place in the mass consciousness. Therefore, the success of Maria Eva Duarte, Peron's wife, was predictable. A young emotional actress who came from the bottom, since 1941 she has been focusing on radio plays and radio advertising, playing the roles of famous women - empresses, queens, actresses (Josephine, Catherine II, Alexandra Feodorovna, Anna of Austria, Lady Hamilton, Sarah Bernhardt, Eleanor Duse and others ). Throughout her short life, Eva Duarte remains Perón’s wife and main PR person among the masses. She became a priestess, a servant of the cult. Her speeches are simple and emotional, she is popular with the poor, the main “message” she carries is - believe Peron, serve him, as faithfully as I do. Social technologists create a show for the crowd, while establishing a harsh dictatorship in Argentina, and the situation of the working class only gets worse. According to the law of the genre, Evita becomes a victim and dies young, her body is embalmed and put on public display. A radio actress becomes the first lady and a symbol of self-sacrifice - the technology of the occult has been successfully tested.

Thus, on the one hand, social engineers have created a social elevator in Latin American countries - now you can rise up from the bottom, move from the status of Slave (Slave) to Master (Master). However, only a few can break out. At the same time, a person does not become free, he continues to “occultly” serve the “imperial” model, in which the crowd needs bread and circuses (show). As a result of mass ignorance, new cults are now mushrooming in Latin America. Thus, in 2013, the Vatican was concerned about the scale of the spread of the cult of “Santa Muarte - Saint of Death,” as well as other gods representing an explosive mixture of Catholicism and ancient mythology.

After success in Argentina, Britain and America became experimental sites. Occultism takes on new, modern forms. It was in America in 1967 that Phil Donahue created the world's first talk show, which gained wild popularity. In the modern world, it has become commonplace that they try to fit all information products into the “show” format, otherwise the crowd is not interested. Donahue gains trust by telling the “naked truth” about everyone and everything. As a result, in 1981, showman Ronald Reagan became President of the United States. A stereotype is implanted into the mass consciousness that a president being an actor is normal. The social experiment has been successfully completed. Now the media industry formulates public opinion. goes on sale and goes on a “free” voyage for export to different countries. In the 80s, Vladimir Pozner, together with Phil Donahue, held TV bridges between the USSR and the USA. After the collapse of the USSR, he continued active work with the West. In fact, over many years, he earned a strong reputation in the circles of the Russian elite and became one of the proponents of the ideas of neoliberalism - the policy of “spiritual sterilization” of society. He stands for the right on euthanasia, is an opponent of homophobia and a supporter of the legalization of same-sex marriage, supports the idea of ​​​​fighting drug trafficking and crime among drug addicts by legalizing the sale of drugs.

It always occupies a special place in occult technologies, since it is associated with an emotional experience that is permanently imprinted in the human psyche. The initial task of the occultist aggressors was to remove psycho-cultural blockages in people, undermine the moral foundations of regional communities, decompose the complex national cultural code and create a surrogate instead of culture. For this purpose, musical idols are raised to the pedestal of fame. It should be noted that social attitudes and behavioral stereotypes, which were sung by idols, had a significant impact on the entire Western world, as well as on the USSR and, to varying degrees, on other countries. Idols became living idols, ideals to follow. What the idols did, dressed, and said became the norm for the majority.

One of the first cult projects in Britain was the group "The Beatles", created in 1960. Later in 1968, he appeared on the world stage "Pink Floyd". In those same years, America created its own project - a group "The Doors". In 1976, another English group appeared "The Cure"(translation from English - “medicine”), which with its creativity directly supports destructive moods in society and offers a dubious recipe as a medicine - nihilism (complete denial of all values): “It doesn’t matter at all if we all die.” Rock culture shook the world, through it “free” values, “legal drugs”, “sexual revolution”, aggression were transmitted, and the masses were slaughtered.

The British group was especially successful in Hard installation of infected software on the brains of the average person. Genesis, which reaches particular popularity in the States (22 million albums sold). In 1986, the group was at the peak of success. It was then that the album “Invisible touch” was released.

The main concept of the group’s creativity is the promotion of an animal, garbage lifestyle.

For example, the composition “Tonight, Tonight” - “I’m going down like monkey and that’s normal” (I’m coming down, coming down like a monkey, but it’s alright). The song "Land of Confusion" mocks Reagan's aggressive policies and the Cold War. He is just a doll, next to which in the video the same monkey constantly flashes, which can press the nuclear button and blow up the planet, since “ in our world in which we live there are too many people, too many problems". Accordingly, a socially dangerous algorithm of behavior is laid down - being a doll or a monkey is the norm. For most, this is funny, and therefore harmless. The group dictated not only the ideological “monkey standard” into everyone’s heads, but also began to use technical superiority - Vari-Lite technology and the Prism sound system. The combination of technical bells and whistles and texts allows you to permanently fix a socially dangerous concept in the minds of listeners, deeply infecting the brain with malicious software installations.

Everything is as the professionals bequeathed - Lionel Rothschild wrote as “good” advice in 1832: “...inject poison into selected hearts in small doses; do it as if by chance, and you will soon be surprised at the results you get” - it’s just that some (kamilofermats) do this while on a salary, while others do it at the behest of the soul, often not understanding the consequences.” If earlier the elite were poisoned with poison, now this occult rule began to apply to everyone.

All these groups work to erase traditional cultural values; in their songs, attention is switched to instincts. A person who has fallen under the dictates of instincts first descends to the level of an animal - a monkey, but he can fall even lower when natural instincts are distorted or completely disappear, for example - the instinct of self-preservation, reproduction, etc. This is where all sorts of so-called non-traditional orientations appear, which in turn multiply socially dangerous elements in society. A person ceases to be a person, loses his inner core and, as a result, he becomes an object of manipulation.

In addition to music, cinematography was in the hands of occultists, which provided ample opportunities for carrying out social operations on the brain.

Thus, the pumped-up impulse in the person of a musical idol must be used in time. The question remains for what purposes: constructive or destructive. The formed picture gives a figurative vision of the situation, accordingly, it encodes and programs a person for certain actions. Therefore, at the peak of popularity of especially famous groups, a cult film is made that excites minds and thanks to which the desired social phenomenon becomes a reality. So in 1968 the film was released "The Doors are open"(“Doors are open”), which in fact contributed to the legalization of drugs. People who were brought up on the songs of the group “The Doors” and watched the film stopped perceiving drugs as a threat. And now some current leaders of countries quite naturally advocate “freedom” of drugs.

Another example, This is the movie "The Wall"(1982) with songs by Pink Floyd, which figuratively showed the work of the destruction algorithm - how an infantile society is formed. The product of the mechanics of occultism is a soft infant. The filmmakers, through emotions and vivid images, highlighted the problem - the widespread infantilization of society, however, they did not offer an effective solution. The proposals offered are senseless riots and the Nazi regime. According to the plot, the infanta's rebellion against the wrong structure of society fails. In the final scenes, the worm condemns the main character for showing “human nature.” The film forms an algorithm that the fight against the unjust court of “worms” is meaningless and futile. After watching the film, a painful aftertaste remains, the impression that any resistance is useless. At the end of the film, the foolish children try to restore order. But how can they create order if they have no idea what it should be? It turns out to be a closed cycle. The emphasis on consumer values, senseless nihilism, and the infantilization of society contributed to the formation of a semantic vacuum. As a result, the lack of creative ideas led to a deep spiritual and emotional crisis in Euro-American civilization.

Intermediate result

As a result, Western society alone cannot find a recipe for how to streamline the social order and offer the right medicine - a peaceful solution to the problem. It painfully experiences the operation to simplify cultural codes and is unable to cope with the false attitudes that prevail in the distorted consciousness.

Simply revealing a problem without proposing ways to solve it is extremely dangerous. This leads to the implementation of solutions already prescribed in the mass consciousness. This is how Nazism was legalized in Europe today. And across Britain in the 80s, a series of senseless riots of unemployed people suffering from social injustice swept through. (Brixton riots 1981 and 1985, Chapeltown riots 1981, Handsworth 1985, etc.) It was at this time in Britain that the government of Margaret Thatcher pursued a tough policy of monetarism, based on the ideas of Milton Friedman and Friedrich von Hayek: privatization , the fight against trade unions, subsidies to the remaining state-owned enterprises have been reduced, aid to depressed regions has been reduced, and spending on the social sector has been reduced. Costs for higher education were cut, the Consolidated School Agency was established, which enjoyed "unusually dictatorial powers." Together with neoliberal economic reforms, Thatcher is a conductor of the cultural sterilization of English society; she advocated the decriminalization of homosexuals and the legalization of abortion. And today the European community is a society of social tension, instead of a society of conjugation - a synthesis of diverse cultures.

In the USSR, first the intellectual elite of the country was subjected to a “viral” attack by an occult surrogate, since it was they who had the opportunity to access the “forbidden” sweet fruits, and then the entire society - the Voice of America, the Beatles, the Doors, etc. Then in the 1980s a local idol was created - the leader of the rock band Kino Victor Tsoi. The population was occultly prepared through his songs for the collapse of the USSR, the country sang “Our hearts demand change”, “If you have a pack of cigarettes in your pocket, then everything is not so bad today.” In 1989, the key was filmed film "Needle", which allegorically shows the scenario that the country is being put on an oil needle, on which Russia is still sitting, being in complete economic occupation. In 1990, the idol passed away, and he did not sing anything extra.

Long-term “pollination” by an occult surrogate prepares the ground for the start of a local conflict and an operation to seize control. A series of color or, more precisely, flower revolutions became possible as a result of the fact that the population is constantly being processed. When a critical mass of “infected” people is reached, they can be raised to the barricades and the revolt can be directed in the right direction. During the general confusion, the main thing is to lead the trend in time and create a puppet government. Next, according to all the canons of modern occultism, organize an election race and place your mega-diplomat on the throne, who will obediently follow instructions and pay tribute to the corporate empire on time.

The legacy of ancestors. Is it worth being sad?!

Let us give an example of intentional distortion of the cultural code. Science a la Russe clearly contradicts the carefully preserved culture of the Celestial Empire. The historical thinking of the Celestial Empire is objective and clearly formalized. In the National Museum of China, which is located in Beijing, the entrance is from Tiananmen Square, on the second floor there is a huge reproduction of an ancient map, which depicts the ancient “trade” routes that connected the Middle Kingdom with the rest of the world. “Traders” is the emphasis placed and introduced by modern Westernized science; this name clearly reflects who exactly this science serves, hence the legend that the Silk Road is the route along which the silk trade went.

And it is in this interpretation that we are presented with the definition of the Silk Road. However, in the literal sense, the four Chinese characters that called this communication direction translate as “the path through the steppes that sway like silk.” Why did the “academics” decide that the name “Silk Road” should certainly be associated with the silk trade, and not with a description of the area through which the road ran? The thinking of both scientists and cartographers of the Celestial Empire was and in many ways remains today figurative and objective. And if they imagined that this was a trade route, then they would have called it “trade route”, or “the path of our traders”, “the path to distribute our silk”. Or even this option: “the path along which we brought the silkworm to our Celestial Empire from the North Caucasus.” In the Chinese view, however, the path is like a kind of connection - what modern Western cultural studies would call cultural connections.

The question lies in the internal algorithmic settings in the mind: scientists, some consciously and some not, are focused on interpreting facts based on the logic of market relations. The Russian Academy of Sciences carries within itself a deeply implanted virus of occultist traders, when all world processes and phenomena are described from the point of view of trade and the degree of corruption. In the case of contacts between scientists of the Celestial Empire and representatives of science a la’Rus, of whom the majority are today, there will inevitably be a conflict at the worldview level - adherents of commodity logic and adherents of socially-oriented logic will never agree, since they have a fundamentally different vector of goals. By the way, the path through the steppes, swaying like silk, ends at a point called Taganrog. By the way, Russian science believes that it was founded by Peter I in 1698 as the first naval base of Russia. Meticulous researchers of this issue can probably get to the bottom of the fact that Taganrog used to be a trading military base of China, or maybe someone will see in this a small inconsistency of centuries, like 5-12. What difference does it make, because for answers you will still be sent to those who write out myths and support the mythologems created before them.

To understand the complexity of the current situation, let’s delve into Russia’s recent historical past. It should be noted that the Soviet Union during the time of the Council of People's Commissars built relations on the principle of an open cultural code. For some reason, Western science calls this time “the time of Stalin’s reign.” Although Stalin himself personally considered the cultural growth of society to be a priority task, “... which would ensure to all members of society the comprehensive development of their physical and mental abilities, so that all members of society have the opportunity to receive an education sufficient to become active figures in social development, so that they have the opportunity to freely choose a profession..."Already in post-Soviet times, Professor S.G. Kara-Murza, in his study of Soviet civilization, summarized: “ Our culture strived to provide holistic knowledge, standing on the foundation of culture and science, giving the individual strength and freedom of thought. The very structure of the curriculum in our school was such that even the average student, having received a matriculation certificate, was not a “man of the masses” - he was an individual».

That is, in many ways the strength and power of that Soviet Union was based on the model of governance through the Councils of People's Commissars and, for example, the activities of People's Commissar Lunacharsky perhaps deserve even more attention than the activities of Joseph Vissarionovich. By the way, the transition from the institution of the People's Commissariat to ministerial portfolios was carried out in the Union during Stalin's lifetime. However, the situation began to change dramatically after the actual coup d'etat with Khrushchev coming to power. The top party leadership began to move from building socialism to legalizing the power of the occultists. It must be said that they tried to remove Khrushchev from power more than once, and the first recorded serious attempt was made back in 1957. It is believed that the main organizers then were the former People's Commissars Malenkov, Molotov, and Kaganovich. On June 18, 1957, the Presidium of the CPSU Central Committee decided to remove N. S. Khrushchev from the post of First Secretary of the CPSU Central Committee. Seven members, that is, the majority of the presidium, voted for the removal of Khrushchev. However, a conflict arose between the Presidium of the Central Committee and the Secretariat of the Central Committee. In fact, the bureaucratic apparatus at this moment committed a betrayal of the people's interests. Naturally, the party workers themselves will adhere to a different point of view, defending their right to undivided use of illiterate, and, consequently, powerless slaves.

Despite the fact that the Chairman of the Council of Ministers Bulganin gave a direct order to report the decision of the Presidium of the Central Committee in the media, TASS ( Telegraph Agency of the Soviet Union) and the State Committee for Radio and Television actually sabotaged the implementation of the order. At that time, Mikoyan (Minister of Trade), Furtseva (future Minister of Culture), Ignatov (Minister of Procurement of the USSR) also played a special role in the party-apparatus coup at that time. The Secretariat achieved the convening of a plenum of the Central Committee, where it pushed through its decision, which was beneficial to the party nomenklatura. The result was the exclusion from the Central Committee of four who especially ardently defended the interests of the country and people: Molotov, Malenkov, Kaganovich and Shepilov. They generally carefully keep silent about Zhukov’s role in the events of 53-57, but if he had supported the Presidium of the Central Committee as Minister of Defense in June 1957, he would definitely have been forgiven for all his sins from the past. Unfortunately, Georgy Konstantinovich at that time was already an ardent promoter of the occult and represented the cult of the invincible commander-in-chief. Soon after the events of June 1957, he was no longer needed and he was removed from the post of Minister of Defense.

We will not talk about one of the simple methods of occultism, when a cult is first created, actively pumped up, and then debunked by heroes - truth-tellers. “Liberators” are those who “save” the people from one cult, so that there is time to promote a new one. The technology of occultism itself was tested in ancient empires. It assumes cases when a person is not a person, and then, with the help of myths and legends, they deliberately make a hero out of him. In 1956, at the Twentieth Congress, Khrushchev made a report on the cult of personality and its consequences. Thus, Khrushchev, declaring the “cult of personality,” allegedly led an active fight against the occult, but in fact the goal was to smoothly lead the people away from the worldview level (ideas, meanings) to the level of facts (skills, technologies, ideologies).

The task was to create demagoguery, disorient the mass consciousness, introduce contradictory facts, highlight mistakes and keep silent about achievements in order to sow confusion in the minds. History began to be erased - monuments were demolished, cities were renamed. Was Khrushchev really a fighter against the occult, or was he an active promoter of imperialist values ​​(pursuing a policy of peaceful coexistence with the West, lifting the ban on abortion, bringing the country to the brink of default in 1957, etc.)?

The answer is obvious, Khrushchev in fact initiated the policy of strangulation and stripping of the territory, when, on behalf of the people, the price of sausage rises and conditions are created when caring for the development of territories becomes an impossible task. Experts in fooling humanity introduced the invented concept of “personality cult” in order to discredit the individual, and, accordingly, those bright ideals that the person – the bearer of the idea – embodied through everyday work. The task was to level the role and significance of the individual in world and domestic history, to lower all achievements and merits to the level of occultism. So, personality is, first of all, subject sociocultural life, the bearer of an individual principle, which distinguishes him from the masses. The cult around a folk hero, a mission, a wise ruler is created deliberately. Fairy tales are told, myths and legends are written in order to lead people away from the essence, to blurt out the idea, the bearer of which was this or that person. This was the case with Buddha, Christ, Muhammad, Moses and others.

Of course, we must pay tribute to the ability and skills of that soft power, which was able to so smoothly and inevitably, and in such a short period, actually seize control of a powerful state and put a great people at its service. The “Great Thaw” began in the USSR, the muddy waters of which flooded the entire public consciousness. And here (on the cultural front) not only the State Committee for Television and Radio Broadcasting was already working. The Ministry of Culture was headed by the same E. A. Furtseva, under her leadership all sorts of flowers and flowers bloomed in the country, both dangerous and contagious. A number of reforms followed, including in the education system. In addition, it was necessary to organize a number of internal difficulties in the country so that the people had something to fight with (for example, hunger, virgin lands).

According to a study by American experts, Soviet society of the 50s was actually a single monolith, and citizens of the Soviet Union were carriers of Soviet culture. It had to be actively modified, for this we needed the flagships of the revolution (bearers of Western, liberal ideas). This is how dissidents appeared, critics of socialist principles, with whom they allegedly even fought, so much so that some received Nobel Prizes. To strengthen its internal positions in the country, the party nomenklatura also needed a strong external enemy. Nikita Sergeevich tapped the heel of his shoe on the UN podium and promised everyone to “show Kuzka’s mother.” Well, just in case, so that they are afraid. But the occult very quickly leads to mortal sin; putting the world on the brink of nuclear war with the Cuban Missile Crisis was clearly too much.

After the collapse of the Warsaw bloc, the countries that were part of the bloc and the former Soviet republics had claims against the USSR. At that time, the imperial virus had already deeply affected the party leadership, which distanced itself as much as possible from the people. There was a big difference between announcements and omissions; the Soviet Union stopped building a society of social justice, effectively turning into a bureaucratized empire. In this sense, the USA looked even more advantageous. Since they had direct announcements, we are imperialists and defend our interests. The Soviet Union, on the contrary, while announcing the ideas of equality and freedom, in fact, in many of its actions, slipped to the level of the “vassal-suzerain” policy.

And in this sense, we must admit that the claims of different countries and peoples to the political leadership of the USSR are largely justified. But as we can see now, after decades since the collapse of the “socialist camp,” the former countries of the Warsaw bloc were unable to overcome the “spirit of servility.” The vassals simply changed their master. Small-power nationalism was nurtured within these countries, which is based on anti-Soviet (now anti-Russian) ideology. Small “dominions” represented by these republics became vassals of the overlord represented by the United States and the NATO bloc. Now, receiving subsidies from America, they “dance to their saxophone,” sometimes without even realizing it. This raises questions. If you really fought against slavery in the Warsaw bloc and the USSR, then why bend even deeper to the USA? Why don’t you show subjectivity yourself? Now it’s like in a children’s poem about a bunny abandoned by his owner. True, the rain of abundance promised by the West never fell, and, perhaps, never will fall on the heads of the servile vassals. The overlord of the present time is squeezing the juice out even more and demanding aggressive actions in order to start a war and simply make money on it. After all, the imperialists have precisely such interests.

So, it is acceptable for traders to control the crowd through myth-making - the occult. The model of such management is based on intellectual slavery - the creation of an information environment that deliberately lowers a person to instincts and below. At the same time, culture for them is just a commodity on which they can do business - make money, and not the foundation for ensuring the spiritual and mental growth of humanity.

Human development can be simplified in two directions: the body grows and the intellect develops, in total a certain subject is obtained. The development of the body involves the following stages: child, teenager, adult (young, mature, old), in this case we are talking about a material carrier. Intelligence also develops. Intelligence is, first of all, an algorithm for recognizing the world around us and processing/self-assessing one’s internal state, that is, managing a physical medium. The most important thing here is silence! By default, development is good. Nobody asks what exactly is being developed and in what direction the development is going depending on certain development programs. Basically, no one thinks that destructive development of the intellect is possible, when an individual increases intellectual power solely for his own benefit, for narrow selfish purposes, and opposes social values, and, in the limit, the entire surrounding world. From a personal point of view, it develops, but in fact, such development has a detrimental effect on the world around us. However, creative development of intelligence is also possible. Then the individual tries to use mental powers, first of all, based on social expediency, and secondly, for his own purposes.

Objectively, one is not born a human, one becomes a human. Education takes place in a dynamic, constantly changing social environment. A priori, a person cannot stand still: either he develops or degrades. Let's imagine the levels of human development in the form of steps, reflecting only the first few that are found in the modern world. At the first, basic level, a person learns to be a performer; he masters the rules and customs prescribed by one culture. For him there are concepts of good/bad. At the same time, his main values ​​remain: having a son, building a house and planting a tree. At the second stage, a person becomes a responsible executor - he can already critically evaluate the culture in which he was brought up, including religion. A person is responsible not only for himself and his family, but also for a small team or enterprise. He begins to understand that white is not always white, black is not always black, everything depends on the environment. Mass culture today does not allow the majority to rise to the level of management, since by focusing on instincts, a person remains buried under information garbage, making decisions becomes extremely difficult. At the third stage, a person learns to manage; at present, this is a very narrow group of specialists. Management involves the ability to select from an existing set of goals, set priorities and make decisions about the advisability of performing a particular task. At the same time, generating ideas and setting strategic tasks is within the power of a person at the next stage of development - at the level of interface.

The level of human development for solving interconnection problems today is accessible to an extremely small number of people, since a person is deliberately driven to a level below the baseboard, below the first level - culture. Pressured by information viruses and occult social practices, people are unable to develop. They are comfortable remaining foolish children. The technology of occultism itself is acceptable for the initial education of children. Children are told fairy tales and legends in order to more easily explain complex phenomena of reality. But the time comes to grow up. Everything has its time. Fairy tales about reality at 20 years old can only harm a young person. However, today there is an infantilization of society. The reason is the many myths that entangle modern man, enslaving the will. Occultists are always ready to tell new tales. As in the saying, the law is what the drawbar is: wherever you turn, that’s where it goes. You will never win a soft information war. At the level of facts, the war is endless. You will forever wander in circles, forever depend on someone. There is a chance that you will learn to manage current processes, but combining elements of different quality and creating something qualitatively new is simply impossible in the dominant “master-slave” logic.

The Spanish philosopher X. Ortega y Gasset in his work “The Revolt of the Masses” writes that at present a “mass man” is entering the historical arena, who is internally comfortable at the level of a minion fanatic. Such an individual is in no way connected with the system, he does not have personally developed values, they are imposed by the media and can change to suit changes in content. But his inner desire to move and release energy gives rise to a violent reaction in the form of Brownian movement through life; without ordering, this impulse will cause an increase in the amount of unrest around, since such people are easy to provoke to any adventures. They do not think about the social expediency of their actions, thereby abdicating responsibility for the safety of both society as a whole and an individual. As a result, there is an increase in the number of destructive processes on the planet, including flower revolutions, coups and global mass terror. The question still remains open: who are the managers who can solve universal human problems in order to avoid a worldwide catastrophe? Let us cite just a few of them as examples: nuclear burial grounds, environmental pollution with hydrocarbons and their destruction products, famine, genetic mutations, etc.

The ancient Greek philosopher Socrates believed that the state should be led only by someone who is knowledgeable in the field of management, just as a ship can only be controlled by someone who has the necessary knowledge, experience and navigation skills. Managers who govern states with the help of the occult are similar to kindergarten teachers who, through repeated repetitions and with the help of trinket toys, tell children about the world in an extremely simplified form. At the same time, it seems that the educators and supervisors themselves have forgotten how complex the world is. Repeating the same thing, they stopped developing, thereby turning into shaman-casters who no longer distinguish the line between truth and speculation. They have mistakenly come to believe that what they conjecture and tell about reality matters. There are objective laws of the universe that do not change from the wishes of those who consider themselves the rulers of this world. A series of crises - cultural, economic, environmental and others - are warning signals that objective reality gives to people.

For the crowd - , and for the “intellectuals” - near-cultural chatter, the “correct” presentation of real facts on smart channels. The battle is for the brains of the intellectual elite, which is still alive, despite the active infection with mutagenic information viruses. The question is where are the tadpoles oriented? For world order or war? According to Nikolai Vitalievich Litvak, Associate Professor of the Department of Philosophy at MGIMO (U) Ministry of Foreign Affairs of Russia, “ Today, in all countries of the world, the majority of the population is being trained to kill each other (and regardless of whether there is conscription or armies are made up of volunteers - almost everyone takes the course for a young fighter or a military specialist, a reservist, including women, including necessarily doctors , who, however, learn to treat the wounded too).” Humanity is getting used to war. People are turning into tin soldiers. The threshold of sensitivity drops significantly - sadism, perversions of all kinds flourish, and the fine tuning of the human psyche is blocked - rationality, intuition, the distinction between good and evil. All the savages of war - murder, violence, destruction - become acceptable, the norm in society.

It is possible to get out of the vicious circle, but for this it is important to have an open dialogue with leaders and work with the masses - building a multi-level system of educating people. The majority in society must understand the principles of information warfare, which is waged at the factual level, and rise to the level of worldview (war of meanings). For many today, it is acceptable to look for enemies and those to blame. But in order to develop constructive solutions, modern leaders of various stripes will have to be looked at as foolish children. They need to be educated. Since they have a childish psyche, in the first stages the tools of occultism can be used for good to form primary creative algorithms. However, the fundamental thing is that a qualitative transition from occultism to realism is necessary. This transition cannot be instantaneous; it must be systematic. Otherwise, people will experience a shock from which it is difficult to recover, just as a person emerging from darkness into the light may become blind from the bright sun.

What kind of structure of society should there be?

Thinkers and independent researchers from different countries and times have puzzled over which system of social life is better. At one time, Lev Nikolaevich Tolstoy was a leader, as he openly stated that the caste model - be it the dictate of the church or the state - is bad for the development of society. However, Lev Nikolaevich failed to clearly formulate a new idea of ​​what is good. Another Russian scientist, Pyotr Alekseevich Kropotkin, also understood that monarchy and liberalism are dead-end paths. He was forced to join anarchism, which implied a complete rejection of all types of power. Pyotr Alekseevich tried to put a scientific basis under the ideology of anarchism and convincingly show its necessity. However, anarchy is still a radical form of government; theoretically, it is possible with the highly intellectual development of people in society. In practice, many radical movements were born, anarchy became the mother of general disorder. In Russia, this ended in almost twenty years of chaos at the beginning of the 20th century, when everyone who had not gotten into sought power.

Nevertheless, Kropotkin tried to find an alternative to rabid capitalism and monarchy. His merit is that in his works he proved that mutual assistance exists in nature, it is this that is a factor in evolution, and not at all the competitive struggle of species. His views were radically different from the then popular theory of Darwin, which became the scientific support of liberalism and the ideology of Marxism. At that time, Darwin's theory was transferred to the social system, but Kropotkin's theory was not. At that time, socialism was just taking shape as a world scientific model, the main goal of which was to implement the principles of social justice, freedom and equality. The term "socialism" was first used by Pierre Leroux in 1834. It is worth noting that the term “socialism” gradually began to come into public use. Thus, in March 1898, the Russian Social Democratic Labor Party (RSDLP) was founded. Thinkers in different countries were searching and diligently formulating a fair idea for the structure of the state.

At the same time, they also turned to ancient sources, so the name of the party still contains the word “democratic”. Indeed, the idea of ​​democracy was developed in Ancient Athens. The only problem is that Greece at that time was a caste slave-owning society, where slaves and women did not fall under the concept of “citizen”; accordingly, there could be no talk of any social justice. Maybe that’s why the word “democracy” is repeated like a kind of magic spell by liberal occultists in our century. The caste system under the guise of “democracy” is enshrined in modern states, and slaves today have become powerless migrants wandering around the world in search of illusory happiness and freebies.

Let's return to Russia of those years. The monarchy is gradually dying out, bourgeois revolutions are already raging in Europe, liberal economists are in practice legalizing the power of capital and developing a scientific theory that justifies the exploitation of one person by another. If Alexander III went down in history as a peacemaker king, since he kept the country from splitting, then under Nicholas II, power had actually already passed into the hands of local liberals. In Russia, just as the revolt of the people is senseless and merciless, so the power of the liberals is cruel, one-sided and extremely dangerous. A.F. Kerensky, a prominent champion of all kinds of freedoms, as soon as he headed the provisional government, immediately turned on the machine for printing money, thereby realizing in practice the main meaning of life according to the postulates of the theory of liberalism.

The so-called “Kerenki” became the prototype of the modern unsecured dollar. “Kerenki” were formally denominated in gold rubles, but had no real gold backing. During the civil war, “Kerenkos” were printed illegally in various printing houses, and in the general chaos of the war, liberals could earn unlimited money. The dangerous idea is apparently contagious, since liberals implemented the same thing in America only on a global scale, opening a world bank and, ultimately, decoupling the dollar from any real backing. The military, obsessed with the thirst for profit, unleashed a total war of all against all. The money machine is now working for global occultist traders, all kinds of revolutions of all stripes on the world stage are constantly breaking out here and there.

However, it is fortunate that simple peasant workers were brought to power in that distant time. Unencumbered by the viruses of the bourgeoisie, the people's commissars were able to restore order in the country. From time immemorial, the people of Rus' lived by direct concepts and values. In fact, the peoples of the USSR managed to jointly generate the idea of ​​socialism, which became a beacon of hope - a recipe for salvation from the terry power of the golden calf. But the problem was that, unlike liberalism-capitalism, which had Darwin’s theory and the works of many scientists in its arsenal, socialism was just emerging, there was no clearly formulated and scientifically savvy idea, as well as a precedent - the experience of the practical implementation of social justice.

The liberals did their best and threw their agents into the movement of socialists - opportunist compromisers and other shapeshifters. Instead of socialism, humanity was given the theoretical teachings of Marx-Engels, Darwin, Freud and others. Trade unions came out under the slogan of social justice. The bug is in the name itself "Trade Union", which literally translates from English as “trade union”, was, of course, translated into Russian - otherwise Trade Union. But whatever you call the boat, that’s how it will float. So we arrived... At the same time, the main goal of Marxism was to turn the state into a corporation. Thus, the state, in the figurative expression of K. Marx, should be "an operating corporation at the same time legislating and executing laws." At the same time, the danger of the socialist revolution degenerating into totalitarianism under conditions of mass ignorance was described by Orwell in 1945 in the parable “The Animal Farm.”

He described the technology - the people are not happy with the monarch, there is an elder who shows everyone the way - a revolution, a coup occurs, truth-tellers who are sincerely interested in development come to power, everyone begins to build a fair society, however, there are those who row more for themselves. They accuse the truth-tellers of treason and seize power with the tacit consent of the majority. As a result, liberal pigs, under the guise of social slogans, steal people's property, establish an imperial dictatorship, unite with liberal pigs from other countries, while the people suffer deprivation and humiliation. In this sense, Khrushchev was right when he said: “The American pig and the Soviet one, I am convinced that they can coexist together” (1959). Of course, in the end the people again rise up against injustice. However, such a scenario can be repeated for a long time, or even lead to disaster, if the people are not educated and developed intellectually. Thinkers from different countries did not have enough time to crystallize the idea of ​​socialism.

Orwell's criticism was timely, but it was not conveyed to the masses, especially since he did not offer a recipe, but how could it be otherwise? Orwell is usually presented as an ardent critic of the USSR, but in his criticism, as practice has shown, there was definitely a rational grain. The threat was described, which leads to a revolution of animals that have no one to guide. In reality, the liberals seized power and slowly killed the Soviets, thereby simply discrediting the half-formulated and half-realized idea of ​​socialism.

It is advisable to make the remark that if terry liberals come to power again in Russia, then the Khan - the local liberal pigs - will squeeze everything out of all humanity. Complete zeroing is guaranteed to everyone without exception, to the outside world too - without the possibility of further restoration. After the collapse of the Soviets, Russia rolled back and is moving according to the scenario of the past. It's a monarchy. Putin was a king - a peacemaker who saved the country from collapse. But today the military came to actual power and began to show their teeth; Now in many key positions in the country there are “libers” who don’t care as long as their pocket or now this virtual account is full of dough. Their narrow-minded motto is “we’ll cut everything.” We, Russia, and the entire world community risk stepping on the same rake. If in 1917 egoistic liberals came up with an analogue of how to deceive the whole world, then it’s scary to think what will come to their minds when they sit down at the trough tomorrow? Moreover, having modern virtual capabilities...

However, let's look at the bright side of life. The Russian cultural code, and, accordingly, the people's potential, can be used for the benefit of the world community. On what basic cultural principles does Russia float? Russians are quite peaceful and patient. Otto von Bismarck described the Russians this way: “The Russians take a long time to harness, but they travel quickly.”

The cultural code of the Russian Federation is characterized by the concept of harmony, this is reflected in folklore: the tunes are drawn-out, long and harmonious. Nazism, as practice has shown, is difficult to impose on Russia. Russians can be compared to a wave, they come and go, they never invade other states. There is no doctrine of cultural dominance in the cultural code of the Russian Federation. Russians easily get used to different cultures. Historically, Russia is a multi-religious and multi-ethnic state. In Rus', measured people have always been valued, and not just talented ones (in Ancient Greece, talent was a measure of weight and a monetary unit). In this case, the system of measures changes depending on environmental conditions. Most of Russia is located in cold latitudes, which implies the need to be able to adapt to different weather conditions. Russians are characterized by a heightened sense of justice; communalism, helping neighbors, or simply people on the street who are in trouble, are considered the norm. So in the conditions of the cold north it is impossible to survive without helping each other. During the times of the Soviet Union, people felt in their lives the phenomenon of harmonics, social resonance, when, thanks to joint work, the capabilities of each, even the smallest element, increase significantly. This is how teams of scientists solved complex problems and created morally oriented songs and films. In 1970, UNESCO recognized the crisis of the Western education system; the Soviet system was recognized as the best. But that's the past...

A methodological tool of Russian politics can be called the “Kalotushka”. So in Russia, everyone knows that the severity of Russian laws is softened by the optionality of their implementation. First, the law enforcement officer loudly knocks with a mallet, warns everyone, they say, I’m coming - whoever didn’t hide - I’m not guilty. But at the same time, forewarned is forearmed; if you are not caught, you are not a thief, but if you are already caught, then you are a thief, and you will be held accountable in full. Moreover, what is called “getting in” can be done by anyone and everyone. However, the authorities methodologically solve one main internal question: what have you created for the people? Did he steal for himself or build people’s power (an army like CHAPAIEV, for example)? Popular wisdom lies in great flexibility, wide variability with a fairly large tolerance system and the ability to adapt to any conditions, including natural ones. In the original Russian cultural code, the synthesis of cultures is the basic basis, and unification is not acceptable...

However, now Russia is actively being pushed to the barricades, only in the face of the enemy - the world “rot”, which was formed as a result of the legalization of the power of occultists and the installation of surrogate software. For this, the same mysticism and occultism that is characteristic of Russians is used. Thus, even the ancient Toltecs allegedly stated that “They will come from the cold North, brave men and women from numerous tribes of a strong race...” and save everyone. Author feels that for some reason this prophecy is talking about Russian people. He explains his position this way: “ The West is becoming increasingly staid and sterile, and the point is that it is the passionate spirit of the Russian people that can rekindle the vision of a new world in the minds and hearts of the West.” Dear ones, how about we brainstorm together to decide how we will get out of this rot? Russians are not miracle workers at all; half of them have already mutated under the influence of occultism and mysticism, which are so widespread here...

Project "Undocking"

Most of the world's economies are deeply integrated into a global economic system led by occult merchants. A manifestation of this dependence is the global financial crisis, which began in the United States. But in addition to strong economic ties, the planet is occult occupation for installing “mutagenic” software. In this regard, the question arose sharply of who will govern the countries in 10-15 years. The Euro-American conglomerate is deeply affected by occult viruses, but it is there that they train management personnel for most countries. A policy is being implemented of training mega-diplomats - vassals of the empire, “local managers”, as they call them, who become carriers of the virus - artificial unicode.

At the same time, the US leadership itself and the intelligence services are following the path of negative trends and algorithms that manifested themselves in the USSR. Those who have their own position are expensive. In its imperial expansion and increasing the borders of influence, the USSR saved money and bought “fabric”, i.e. all those who love to chat, those who had difficulty pronouncing the words: Marx, Lenin, labor, May.

Work in the field of forming meanings, saturating the information field with life-affirming values ​​in order to create a safe social environment should be carried out constantly by operators in different territories.

The goal of this work is to shift the emphasis in people’s minds from scenarios of destruction to scenarios of development, from the “cult of death” to the “cult of life,” from the promotion of pleasure and unbridled consumption to intellectual delight and spiritual creativity. Today, the information environment and culture shape a person to a greater extent, dictating to him what is good and what is bad. As a result, his goals and value guidelines are automatically formulated without the participation of the person himself. Often the carrier himself does not understand what and in whose interests he is implementing. That is why it is important to conduct educational work among IT specialists, as well as representatives of intellectual professions who form the content of modern cyberspace. They are the engineers of human minds and souls today, and the future of the planet depends on what goals lead them through life and what meanings dominate their consciousness. In the last century, revolution was carried out by workers of different countries, “socialist states” were humanity’s hope for the possibility of realizing a society of social justice. Today, the new driving force of the era is people of intellectual labor. They are the ones who bear social responsibility because they understand more. The developed technological environment requires us to increase the number of intellectuals, so we cannot skimp on long-term investments in qualitatively new upbringing and education of young people.

We have a responsibility to preserve and develop the planet

We understand the severity of the current situation and the possible consequences of inaction. It is imperative to begin now to build a collective system for protecting the cultural code of civilizations: people, states, territories. To carry out such work, it is necessary to build a multi-level system of propaganda and education.

You can rely on the works of various scientists (Ushinsky K.D. with his work “Man as a Subject of Education. Experience of Pedagogical Anthropology”, Pavlov I.P. “Brain and Psyche”, Janusz Korczak “How to Love a Child”, Lobashev M.E. “Signal heredity”, Makarenko A. S. “Pedagogical poem”, as well as on the methods and approaches in education of I. G. Pestalozzi and the pedagogical system of J. A. Komensky, works of P. F. Lesgaft). We need the joint development of a modern and effective approach to counter ideological and cultural aggression against the cultures of the world. We will have to work together to develop a step-by-step tactical program for emerging from the depths of crises and a long-term strategy for the development of humanity.

Already now there is an urgent need for the implementation of a strategy of cultural unity based on taking into account the diversity of cultures. This is more advantageous, since it will provide flexibility to the system, and therefore the ability to solve more complex planetary problems facing both different nations and humanity as a whole. The focus on solving immediate tactical problems and the implementation of the concept of unification of cultures led to a threat to the existence of the human species as such. The world community must abandon slavery because the synthesis of cultures is possible only in conditions of equality, NOT leveling. From the point of view of long-term planning, the culture synthesis strategy is more effective, and in the long term of its implementation, corporations working for global development will receive significant dividends. Teams consisting of international experts from various fields of knowledge, focused primarily on global development and creation, are capable of creating a number of useful innovations. At the same time, it should take into account the need for initial investments in the field of peaceful research in sociology, and subsequently in the accompanying series of natural sciences and technical developments.

A number of features of the current moment

(failure to understand them threatens to transform the features into difficulties)

In 2001, a Buddha statue was blown up in Afghanistan. In 2003, the National Museum of Iraq in Baghdad was attacked. Tanhid Ali – head of the museum’s information center: “ Of the 15 thousand stolen exhibits of the National Museum, only about 4 thousand were returned. In 2003, American soldiers walked through the halls of the museum like a supermarket and took what they liked; at the same time, the robbers knew where and what to take, having diagrams of the museum’s storerooms and special equipment for breaking into storage facilities" The Iraqi National Museum is the only museum in the world that has collected evidence of continuous human history over the past half a million years. It featured collections from the prehistoric, Sumerian, Assyrian, Babylonian and Islamic periods. In 2013, ancient manuscripts were destroyed in Mali. In 2015, explosions occurred in Palmyra, Syria... Irina Bokova, Director General of UNESCO, is right when she calls it “ cultural cleansing" Artifacts of human cultural codes are deliberately erased from the face of the Earth.

Have you ever wondered why the Nazis, and now terrorists, so furiously cleared and are clearing precisely monuments and cultural objects that are of neither tactical nor strategic value during combat operations? That's it. This is exactly what we wrote about and are trying to clarify. It is necessary to erase cultural and historical memory and install a surrogate instead of culture and real history. This is a manifestation of imperial algorithms (the logic of the behavior of a slave and a slave owner, who easily change places), which leads humanity to a dead end. By and large, at all priorities there is an informational and algorithmic confrontation between two worldviews: the society of slavery and the society of social justice.

Not only the Russian Federation, Asia and Europe, but also the Middle East and North Africa are directly reaping the fruits of the global ideological impasse - slavery with a taste of the occult, which presses upon us from all the media. Understanding the need to recode negative trends in every region of the planet should bring healthy results in the form of the development and installation of a new cultural program of “peace and creation” and force everyone who is not indifferent to the problem to move forward.

What actions need to be taken to save the planet?

1. Realize what is happening, and not just record the facts.
2. Build a global coalition against terrorism through the creation of strong regional operators with the help of supporting the institution of non-governmental public organizations
3. Open the Center for the Convergence of Civilizations

Let's explain in more detail

First, it takes several years to complete a social maneuver. It is objective that the psyche of a modern person is overloaded with socially dangerous viruses and therefore works with a delay in processing information (describing an environmental factor, building a vector of goals). Time passes from the moment of recording what is happening to the moment of action. Under the condition of active independent and collective work, it takes a person two or more years (depending on the degree of mental damage) for him to begin to act confidently.

At the moment, the state can effectively counteract corporations only on four management priorities (military, genetic, economic, factual). The difficulty is that today the overwhelming majority of the population on the planet is not ready to actively work in the field of countering ideological and cultural aggression. People think at the maximum level of fact. Therefore, there is an intense information struggle in the media space for minds through the substitution and interpretation of facts, falsification of history, etc. The state must block these attacks, but at the same time take care of the formation of creative values ​​and ideas. The state administration does not yet have special means of protection regarding chronicle and ideological priorities. The attack is carried out precisely from those priorities where the lack of protection predetermined the success of the attackers. Victories on some priorities will be devalued or completely leveled if a system for working on other priorities (working with algorithms) is not built.

Secondly, it is extremely important to create an international coalition of operators against the virus of the 21st century - unifier terrorists. Most countries are accustomed to building relationships at the state level, but you need to understand that this does not work on the chronicle and ideological contours of management. We sincerely hope that everyone comes to understand how ineffective and unworkable it is to build relationships with structures in which officials are conductors of neoliberalism. Countries will have to set up working mechanisms for the formation of public non-governmental organizations, united intellectually, based on an idea. We literally need to create strong operators in different regions to make a difference in the world. The American intelligence community has been doing this for a long time, but today we are reaping the fruits of their strategic mistakes, which lie in the goal setting of these organizations.

Thirdly, a common interaction center should be opened - the Center for the Convergence of Civilizations, which will unite regional operators; will methodically and methodologically ensure the work of the world coalition against terrorism. In essence, this is an interface platform for searching for mutual strategic and tactical solutions, developing effective approaches, techniques, and accumulating the best fundamental and applied solutions. Only together can we win the battle of worldviews and defend the principles of healthy development of society.

Today we are in algorithmic dependence, society is divided into the elite and the masses. Therefore, work should be carried out at 2 levels:

1. Open, frank work with the elite at the ideological level (work with algorithms):

Using an illustration of a broad factual base, it is necessary to explain the need and expediency of the transition from slavery - neoliberalism to equality, a society of social justice.

1. Careful work with the bulk of the population.

The work should be carried out not by the military, but by specially trained propagandists - social engineers, who in simple language will gradually explain what is happening, educate, and eradicate ignorance. The tasks of social engineers include delicate work with the algorithms of human behavior. Behavior algorithms are formed through thousand-fold repetitions in the media space, which a person often mindlessly copies in life. It is important for a social engineer to assess the degree of mental damage and provide new information in doses. Recoding takes time.

Simultaneously with direct work with the population, it is necessary to activate socially beneficial civil initiatives that control content in the media. For example, you can take advantage of the experience of the Netherlands and create a Public Council for television and media, which will act as a filter and block socially harmful information products. At the same time, the question of who will be included in it is extremely important. If this is a liberal-minded lobby, then this measure is useless, because the conductors of the “Monkey Standard” will not hesitate to quickly finish off the Overton Window and let in an even larger mass of media viruses into the local media.

War involves carrying out defensive and offensive measures. No one will wait for a terrorist, locked in his home with a gun. Therefore, the work of the Center should be carried out in these two directions.

• I. Defensive activity. It is necessary to ensure the internal security of the territories and protect them from destruction. The work should have started yesterday. The difficulty is that educating society, in fact today, treating it from dangerous viruses takes years. In addition, in the world there is only a narrow group of specialists who are really able to offer effective methods of treating society and carry out smooth correction - shifting trends.
• II. Offensive measures involve defending ideas and principles. The Center for the Rapprochement of Civilizations, as a common platform, should contribute to the creation of an effective system of a multipolar world. It is in this aspect that we need to support public organizations and create strong partners. Only a coalition of different quality regional operators can ensure system reliability and the possibility of flexible maneuvers. Declarations, agreements signed on paper, formal structures and organizations will lead nowhere. We need calibrated actions, leadership personnel who are ideologically oriented primarily towards the development of society, and not themselves personally.

The world is moving into a qualitatively new state. This is important to realize and accept. The working masses are losing their driving force; now the driving force lies with intellectuals, programmers, and those who create information content. This applies to all territories: America, China, Europe, Russia, African countries, Latin America, India, etc. In the new state of society, there is a qualitatively different confrontation for the minds of those who develop solutions. No one will automatically move to a new level of management alone. There are problems in every country. Only joint actions will help intelligent countries defend the principles of Life on the planet. Russia has experienced the harmful effects of high-hume technologies, and now knows how they work from the inside. Russia is ready to make its intellectual contribution to the development of an antidote to the virus that shapes the slave-owning worldview.

You need to understand that there is a total war of worldviews. Countries, peoples, corporations, states are just instruments. Those to whom a society of social justice is acceptable in their souls must make every effort to influence their corporations, government apparatus, and environment, and show flexibility and resourcefulness in carrying out the common cause of transforming the planet.

Speaking about the specifics of business culture in Russia, it is important to note the contradictory duality of the value system, which is associated with the fact that Russia is a Eurasian country occupying a border position between Eastern and Western civilizations.

A well-known specialist in the field of intercultural interaction, Richard Lewis, calls Russian business culture “schizophrenic,” that is, combining incompatible properties. In the Russian value system one can find qualities characteristic of the East (collectivism, dependence on family, inequality in relationships, diligence, etc.) and qualities characteristic of the West (enterprise, independence, individualism).

Modern Russian business culture is heterogeneous. The qualities characteristic of entrepreneurs and top managers of large companies are directly opposite to those characteristic of their staff. For example, their attitudes towards risk, responsibility and showing initiative. Companies created before and after 1991 contrast sharply. The first is characterized by a typical Soviet culture: no matter how the composition of top managers changes, the staff remains the same, passing on their methods and approaches to the next generations. The leaders of modern Russian organizations are guided by a certain universal Western model, mainly drawn from American textbooks. The desire to instill an Americanized type of culture in one’s company faces internal resistance from employees, and this is no coincidence - studies show that American and Russian business culture do not coincide in any respect.

The business culture closest to us is French. We also get along well with Germans, Scandinavians and Indians. Despite the fundamental differences, Russians can successfully cooperate with Americans, since their culture is very simple, easy to navigate, you just need to learn a few basic rules. It is very difficult for Russians to find a common language with Arabs, Chinese and, especially, Japanese.

It is believed that Russians easily adapt to the characteristics of a business partner. Such adaptability and sensitivity are characteristic of all cultures that combine “incompatible” properties. Besides us, this trait is characteristic, for example, of Indians, who during negotiations always try to adapt to their partner.

It is difficult for a culture to become aware of itself until it encounters something completely unlike itself. You can evaluate the properties of Russian business culture by looking at yourself through the eyes of foreigners. The first thing they usually pay attention to is the specific attitude of Russians towards legal norms, the lack of an attitude to strictly follow the law. The guide for German businessmen traveling to Russia says: “Be careful: as soon as you establish informal relations with the Russians, they will persuade you to break the law.” In a country ranked 154th in the world in terms of corruption, they would be happy to follow the law “if it were well written, if the burden on business was not so exorbitant.” Compared to the Germans and Americans, representatives of a universalist culture, Russians represent a particularist culture. In the first case, the law is understood as something immutable, valid for everyone without exception, regardless of personal circumstances; in the second, the relativity of the law is asserted, which is influenced by many random circumstances.

The next point that most respondents note is the special strength of informal relationships in Russian business communication. Business in Russia is personal, all based on connections, and this is not surprising: “if you cannot rely on the law, you just have to trust yourself and those around you.” It is no coincidence that any discussion of Russian companies ends with a listing of proper names (who is connected with whom, who controls what), because this is the only way to understand what is happening.

The third feature of Russian business culture is the special relationship between business and government, the tendency towards their merging. It depends on the authorities whether the company receives permission to open an outlet in a given location or not. This factor concerns not so much government intervention in the economy as local relationships with local authorities and inspection bodies. The ability to “negotiate” with them becomes important.

Another property of Russian business culture is the good adaptation of Russian businessmen to changes in the external environment, a quick reaction to what is happening at the management level. Foreigners often talk about Russian ingenuity, unconventional thinking, the ability to survive in any conditions and find a way out of any situation. However, this positive quality also has bad consequences: due to their adaptability, Russians rarely think about long-term strategies, counting on short-term benefits and “quick money.” The conditions in which Russian businessmen are forced to work accustom them to the inevitability of risk. Often they start a project without developing a large-scale plan, only having a rough idea of ​​how much effort, time and money they will have to spend on it. “Let’s start, and then we’ll see, we’ll break through somehow,” they say.

Russians work impulsively and irritate many foreign partners with their habit of rushing to work, that is, their ability to pull themselves together at the last moment, mobilize all their strength and do a huge amount of work, and then again go into a relaxed, apathetic state.

The internal structure of companies also shocks many foreigners. They are confused by the chaotic organization of business processes and the work of workers (it is not clear who is responsible for what), the same level of salaries for specialists with different qualifications, poor staff motivation to the final result. Russian companies are characterized by the presence of a high power distance with pronounced collectivism among employees. Employees are highly dependent on their superiors, wait for instructions, do not show initiative, and never argue with their boss. At the same time, the team inside is very united. The result of this is not only mutual assistance and mutual responsibility, but also a strong “equalization” attitude, a love of counting other people’s money, and a reluctance to stand out from the crowd with special achievements.

If a business partner...

… from USA

Americans have a reputation for being the most ruthless businessmen in the world. During negotiations, they behave very toughly, drive the enemy into a corner, and always come well prepared. At the same time, compromises are made quite easily. Their main task is to conclude a contract as quickly as possible, since “time is money.” Ardent individualists: even if they perform in a group, everyone will be a soloist in it. Workaholics: do not accept a 40-hour work week; they work as much as necessary to achieve the goal as quickly as possible. Compliance with contracts is strictly monitored. They do not recognize personal relationships in business and are categorically opposed to friendship at work. The American company works like a mechanism: thoughtfully and rationally. Employees must constantly keep themselves in good shape, undergo additional education courses, write reports on the work done. Americans rarely stay in one company for a long time; contracts are usually concluded for a year; dismissal is not considered shameful.

… from China

The Chinese take a long time to build relationships before deciding to sign a contract. They usually look for partners through intermediaries, based on recommendations. During negotiations they behave very pretentiously, they like to inflate their own price. They love everything American and want to be treated the same as Western partners, so it is best to organize meetings with representatives of Chinese companies in modern business centers or expensive hotels. Very cunning and patient, they often drag out negotiations to make you nervous and accept their terms. Be careful when signing a contract drawn up by the Chinese - it may contain conditions that you did not agree on. During negotiations, the Chinese will address the oldest person in your group, even if there is a younger person in your group who holds a higher position. Forbidden topics that cannot be discussed with Chinese business partners: relations with Tibet, Taiwan, Hong Kong, human rights, family planning (in China there is a ban on a second child). Most likely, before your arrival in China, your partners will ask for information about your personal data in order to draw up a horoscope.

P.S. If everything is more or less clear with Western business culture, then Chinese culture raises many questions. For those who intend to do business with Chinese colleagues, our next article is “Business in China”.

Business culture
Date of: 26/10/2006
Subject: Economy

Derivative of success

The organizational culture of Russian business is a very multifaceted and interesting organism to study. Being the integrating core of declared goals, streamlined business processes, and the approved structure of the company, organizational culture largely determines the company’s activities, just as the atmosphere, being invisible to the eye, creates the very possibility of organic life.

The connection between organizational culture and the success of a company is recognized by most managers and has been of interest to sociologists and psychologists for more than 50 years.

The bearers of organizational culture are people. However, in mature companies, organizational culture is separated from people and becomes an attribute of the company, modifying the behavior of employees in accordance with the attitudes and values ​​that form its basis. We can distinguish the following forms of organizational culture of enterprises in modern Russia:

Development of organizational culture in enterprises with a long history, rooted in the strictness of the planned economy of the Soviet era;

The budding from a transnational octopus of another business unit of Russian localization, the organizational culture of which is an imported planting from the outside, not always natural for Russian soil, but at the same time often a very effective option for self-organization of a company;

Development of organizational culture in enterprises created and operating since the early 1990s. As the processes of globalization and internationalization of economic life intensify, the issues of the influence of national cultures of different countries on the diverse aspects of companies’ activities acquire special significance. This article analyzes cross-cultural interaction within the organizational culture of a multinational company.

Look to the root (Kozma Prutkov)

All three forms of organizational culture of enterprises in Russia are united by a common context - this is the national culture of Russian employees, which, like water, seeps into the fabric of the organizational culture of the organization and serves as its fundamental basis. This fundamental principle is transformed under the influence of external stimuli (customer specifics, competition, etc.) and internal factors (claims of the owners or leaders of the company, internal etiquette of behavior, etc.). From the point of view of the institutional approach, culture is considered as a set of social communities and systems that can be structured along various planes. Rice. 1 explains this concept using the multi-stage Shois model, which distinguishes the following planes of culture:

– national culture (within one country),

– industry culture (within one industry),

– organizational culture (within one enterprise).

Rice. 1. Institutional classification of cultural planes

According to the definition of the Dutch scientist G. Hofstede, “national culture programs the mentality of society,” and “organizational culture programs the thoughts of the organization’s employees.” Competitive success of Japanese organizations in the 1970s. led to the recognition of the importance of national culture in the analysis of organizational culture. Organizational culture can be managed by changing the company's existing practices. It is difficult for an employer to change the values ​​of hired employees: company employees, when they come to work, cannot leave their identity at home.

Shamans of Russian business

The first and second versions of the organizational culture of Russian business exist largely against each other. This constant comparison of original Russian and no less original foreign companies would itself be designed to bring only good things into the life of Russian companies: advanced practices in personnel management and motivation, production planning, sales organization, etc. However, in practice, one can observe not at all creative, but rather destructive consequences of copying the external components of the organizational culture of foreign companies. One of the common steps towards prosperity is inviting foreign “Varangians” to develop a panacea for all Russian ills. And then the festival of talkative intellectuals begins. What they don’t have in store: you will be offered the most advanced benchmarking technologies, the Balanced Scorecard (BSC), the Kaizen continuous improvement system, 6 Sigma, the good old Boston Group matrix (there are options available - GE/Mackensey matrices for the aesthetically inclined), as well as the latest wonders of the process approach, network planning, MRP, lean production...

However, if you say “halva” many times, your mouth will not become sweeter. The effectiveness of the mechanisms is possible with the adaptation of a certain philosophy at the employee level within Russian enterprises. As the Japanese proverb says: “A bad owner grows weeds, a good one grows rice, a smart one cultivates the soil, a far-sighted one trains a worker.” One of the options for such “education” is close cooperation between specialists - direct carriers and recipients of advanced technologies, who, as a rule, are representatives of different national cultures.

Change before you have to (Jack Welch)

Despite the potential negative consequences, it is necessary to recognize the promise of studying and weighing the positive components of the organizational cultures of Russian and foreign companies. Since a synergistic effect 1 can potentially arise based on international cooperation and differences in the national cultures of employees, the company's development strategy, its management and organizational culture should be linked.

1 Synergy, synergistic effect (from the Greek synergos - acting together) - an increase in the efficiency of activity as a result of connection, integration, merging of individual parts into a single system due to the so-called system effect.

To do this, the national cultures of the cooperation partners need to be described according to a group of criteria, which will help determine specific criteria by which national cultures are in conflict with each other or are similar. For example, Studlein developed four key assessments to examine the compatibility of partners' national and business cultures:

Similarity of cultures: the cultures of the partners have minor differences; with mutual adaptation of the partners, synergy may arise;

Cultural compatibility: the partners’ cultures are compatible, and despite the greater cultural distance (compared to the first option), in the process of cooperation it is possible to acquire cultural competencies and a synergistic effect is achievable;

Complementarity of cultures: to achieve synergy in this case, the mutual ability and ability of cooperation partners to learn to overcome intercultural differences is necessary;

Incompatibility of cultures: the cultures of the partners are not similar and do not complement each other. Especially in cases of complementarity and compatibility of cultures, there is the potential for a synergistic effect to arise (as, for example, according to research, in the case of Russian-German cooperation). The success of intercultural interaction depends on the level of awareness and knowledge about the partners’ culture, willingness to learn and tolerance in intercultural communications. Only on this basis can the process of intercultural learning be initiated for the targeted creation of a competitive advantage for the enterprise.

The unpredictability of the development of the organizational culture of multinational enterprises is due to the interaction within its framework of different national cultures of employees. How do different national cultures directly interact within one company? Is it possible to talk about a “symbiosis” of 2 cultures within a multinational enterprise? The answers to these questions are ambiguous.

2 From Greek. symbiosis - cohabitation.

This article makes an attempt to analyze these aspects “from the inside” using a dynamic model of the organizational culture of multinational enterprises, which describes the dynamics of interaction between the national cultures of employees within one enterprise (Fig. 2).

Rice. 2. Model of organizational culture of multinational enterprises – dynamics of interaction between national cultures of employees

In Fig. 2 highlights the stages of development of this interaction, namely:

1) At the initial stage of work, employees who are carriers of different national cultures meet for the first time within the same organizational culture;

2) National cultures of employees begin to interact with each other. Contact begins with a process of recognition, during which discrepancies are established between the observed reality and the worldview of the partners;

3) Interaction manifests itself in the form of “friction” between different national cultures (this “friction” can arise for each of the parameters of national culture discussed below). The trigger for learning intercultural differences is, as a rule, crises that arise as a result of deviations of expectations from the actions of partners in intercultural cooperation;

4) As a result of “friction” and mutual adaptation, such characteristics of the partners’ national cultures as “strength” or “weakness” appear. In this case, the “strength” or “weakness” of a national culture is understood as the relative ability of the values ​​of a certain culture to assert themselves over the corresponding values ​​of another culture. The values ​​of a “weaker” culture are more easily transformed under the influence of the values ​​of a “stronger” culture. For example, what attitude to time will be “stronger” within the organizational culture of an enterprise with a Russian-German team: monochrome, characteristic of the Germans, or polychrome, characteristic of the Russians;

5) Different national cultures can potentially interact successfully, overcoming the difficulties that arise, as a result of which the effect of “symbiosis” of cultures will arise and it will become possible to develop some “fusion of cultures” - a new organizational culture, “enriched” with the best features of the national cultures of employees (the mechanism and options for this developments are analyzed below);

6) The final phase of the formation of the organizational culture of a multinational enterprise can be a synergistic effect achieved through the integration and fusion of various national cultures of the enterprise’s employees into a single organizational culture.

Movement is life

The dynamic model uses a dialectical approach to explain the processes that take place in the organizational culture of multinational enterprises under the influence of the national cultures of employees. The reason for this is that within the same organizational culture there are contradictions due to the fact that they are carriers of different cultures. “Contradiction” in this case is interpreted as “difference”, “inequality” of the characteristics of cultures, which, nevertheless, can be compared using certain systems of parameters (see critical parameters of cultures in the next section).

The next logical step in understanding this model is the statement, borrowed from Hegel’s dialectic, that “contradictions lie at the root of all movement and vitality; only that which has internal contradictions moves, has persistence and activity.” Here, the logic of self-development through contradictions is used to explain the processes taking place in the organizational culture of a multinational enterprise under the influence of the national cultures of employees.

It is also of interest to turn to the laws of materialist dialectics - the law of unity and struggle of opposites (or the law of interpenetration of opposites), which “reveals contradictions as an internal source, impulse, driving force of all self-movement.” In the process of interaction of different national cultures within the framework of one organizational culture, the development of a new organizational culture is possible.

The final result in the general case (without reference to specific cultures) cannot be determined, but we can talk about the following main options for the interaction of different national cultures within one enterprise:

(1) national cultures may be so different that any attempt at interaction will fail;

(2) in the process of developing the organizational culture of a multinational enterprise, the national culture of one group of employees will dominate;

(3) national cultures will be able to successfully interact, overcoming the difficulties that arise, as a result of which the effect of “symbiosis” of cultures will arise and it will become possible to develop a certain “fusion of cultures” - a new organizational culture, “enriched” with the features of the national cultures of employees (this option is demonstrated in Fig. 2 ).

We will measure the boa constrictor in parrots

For the purposes of the study, the following list of critical parameters was developed with the help of which the influence of national cultures of employees on the organizational culture of multinational enterprises is assessed:

1. Parameters of hierarchy and discipline in the team:

1.1. degree of delegation of authority;

1.2. power distance;

1.3. the degree of independence of decisions made by employees of the enterprise;

1.4. employee loyalty to the company / level of opportunistic relations within the team.

2. Moral and psychological climate in the team:

2.1. degree of individualism/collectivism;

2.2. vertical degree of trust;

2.3. degree of trust horizontally;

2.4. degree of femininity/masculinity.

3. Perception of time and attitude towards the future:

3.1. long-term orientations;

3.2. desire to avoid uncertainty.

3.3. monochrome/polychrome attitude to time 3;

3 For example, in Germany the perception of time is linear and mostly monochrome. This means that at a given moment only one thing is being done, the sequence of actions is carried out step by step, according to a previously drawn up plan (linear sequence). Germans do not like to do several things at the same time. They prefer to focus on one task and complete it within the planned time frame.

3.4. risk appetite / desire for stability;

3.5. perception of innovation.

Based on these groups of parameters, graphs are constructed (Fig. 3 and 4) demonstrating the position of a particular organizational culture relative to the criteria of hierarchy and discipline in the team, the moral and psychological climate in the team, perception of time and attitude to the future. These groups of parameters define the coordinate axes of three-dimensional space, in which the position of the organizational cultures of various enterprises is empirically determined.

Rice. 3. The concept of a methodology for studying the organizational culture of multinational enterprises (using the example of Russian-German enterprises)

Graph in Fig. 3. is constructed in the following coordinate system:

Axis X – “Parameters of hierarchy and discipline in the team”;

Y axis – “Parameters of the moral and psychological climate in the team”;

Z axis – “Parameters characterizing the perception of time and attitude towards the future.”

Determining the position of the organizational culture of a particular enterprise on the X, Y, Z axes occurs through the summation of a number of weighted indicators of a given organizational culture. So, along the X axis we have:

X = a 1 *i 1 + b 1 *j 1 + c 1 *k 1 + d 1 *l 1 , where

A 1 – assessment of the degree of delegation of authority;

B 1 – assessment of power distance;

C 1 – assessment of the degree of independence of decisions made by employees of the enterprise;

D 1 – assessment of employee loyalty to the company / level of opportunistic relations within the team.

Indicators a 1 , b 1 , c 1 , d 1 are determined empirically through a survey. The survey questions are based on the critical parameters presented above. The responses of respondents received during the survey are analyzed, as a result of which they are assigned certain numerical values ​​- indicators a 1, b 1, c 1, d 1. In G. Hofstede's cultural studies, the assignment of numerical expressions to cultural parameters occurs in a similar way.

Coefficients i 1, j 1, k 1, l 1 are weights, the value of which is determined by assessing the importance (for research purposes) of the corresponding indicators (a 1, b 1, c 1, d 1). There is a relationship between the scales: i 1 + j 1 + k 1 + l 1 = 1.

This logic for studying the parameters of organizational culture along the other two axes of the coordinate system – Y and Z – is similar.

Based on the results of the analysis of the survey results, a point is constructed for each enterprise in the described coordinate system (X, Y, Z). We obtain a certain location of points in three-dimensional space. It has been empirically established that points corresponding to the organizational cultures of similar multinational, as well as purely mononational enterprises, tend to be grouped into “clouds” - areas of accumulation (Fig. 3).

It is legitimate to talk about the existence of a certain general criterion that would allow us to draw a conclusion about whether interaction between representatives of two different cultures is possible within a multinational enterprise or not. Let's call this criterion “cross section of proximity.” In the case under consideration, this is the distance between points C and B, i.e. the distance between the centers of two “clouds” corresponding to the organizational cultures of purely Russian and purely German enterprises. The criterion is greater than zero. If the corresponding coordinates along the X, Y, Z axes are less than this criterion, then representatives of different national cultures can potentially interact with each other as part of a joint venture. Establishing the specific meaning of this criterion is another interesting direction for research. Let's define three “proximity sections” for each axis: X, Y, Z. Let’s express this through formulas for point C, with coordinates (x 1 ; y 1 ; z 1), and point B, with coordinates (x 3 ; y 3 ; z 3):

If the conditions of this system are met, then representatives of two different national cultures can potentially interact with each other.

If all the coordinates of points A, B, C of a given coordinate system are normalized so that they are equal and comparable, then this system can be written in the following form:

As follows from the presented model and the conducted empirical studies, the organizational culture of multinational enterprises is a complex and contradictory interaction of employee cultures. The coordinates of point A are not simply the arithmetic mean of the corresponding coordinates of points B and C. Through the analysis of deviations of certain parameters of the organizational culture of enterprises with Russian-German teams from similar parameters of purely Russian and purely German enterprises, conclusions can be drawn about the influence of the national cultures of Russians and Germans on their organizational culture multinational enterprises.

Rice. 4. The concept of a methodology for studying the organizational culture of multinational enterprises: analysis of the “zone of unity” and “zone of conflict”

We can talk about the existence of a certain “zone of unity” (Fig. 4), within which cooperation between representatives of different cultures in the form of a multinational enterprise is potentially possible. The cultural parameters within the boundaries of the “zone of unity” are quite close to each other and do not have the nature of a critical discrepancy. All points on the graph that lie outside the “zone of unity” are in the “zone of conflict.” In the latter, cooperation between representatives of different cultures in the form of a multinational enterprise is difficult due to strong national differences.

To accelerate the development of a uniform organizational culture of a multinational enterprise, it is necessary to conduct various training activities for employees in the following areas:

Development of communication abilities: studying the national and business language of partners, as well as their non-verbal sign language;

Perception of cultural differences and similarities: careful use of cultural standards, openness to others' ways of behavior and thoughts;

Analysis through the prism of attitudes due to one's own culture: a critical examination of one's own culture.

Energetic giants

The considered aspects of interaction between employees - representatives of different national cultures - are one of the directions for increasing the efficiency of multinational enterprises operating in the global market of technologies, equipment and services for nuclear power plants. There are not many main players in this highly consolidated market: these are the European AREVA group, the American companies General Electric and Westinghouse, the Japanese Mitsubishi, etc. Let us turn to the practice of managing the multinational team of the AREVA group. At the end of 2005, AREVA employed almost 60 thousand people in 49 countries. Managers and engineers represent 34% of the company's workforce, technical and administrative personnel 40%, and workers 26%.

AREVA employs representatives of different nations and cultures, with different government systems and industrial standards (the distribution of AREVA employees by region of the world is presented in Fig. 5). The company's key imperative is to strengthen the group's organizational culture by disseminating core values ​​and practices through employee development, taking into account the diversity of local national cultures in each country where the AREVA group operates. AREVA recognizes that to ensure competitiveness it is necessary to develop a consistent organizational culture. This is achievable through intercultural training in key areas and systematic communications between employees from different countries.

Rice. 5. Distribution of AREVA employees by regions of the world, people. And %

To strengthen AREVA's position as an international company, the following activities are being implemented to exchange experience, develop cross-cultural communications and professional skills of employees:

AREVA University has been operating since 2002, helping to develop the company's shared values, strategic vision and management model. In 2005, 2,650 managers took part in AREVA University trainings and programs;

Once a year, AREVA “Management Days” are organized, bringing together about 200 managers and 100 future managers of the company;

The AREVA Team project develops cross-country communications between various divisions of the company;

On-site seminars several times a year bring together up to 120 managers from various divisions of the company to exchange experience;

In 2005, the number of training hours per employee was 24.5 hours;

An integral part of AREVA's strategy to strengthen the shared values ​​of an international multinational company and the personal career growth of employees is the development of professional mobility. To increase employees' awareness of their development opportunities in the company, AREVA implements a program to disseminate information about rotations and related employee prospects (for example, through the “talent site”). The number of employees participating in the mobility program is growing: in 2003, 618 employees participated in the AREVA rotation program, and in 2005 this number increased to more than 1,500 employee transfers. The latter also indicates that the company is implementing large projects outside France: the construction of a Finnish unit with an EPR reactor, the construction of a MOX fuel plant in the USA, etc.

Constant work to develop a unified organizational culture of the multinational AREVA team is an important element of the company’s global competitiveness.

Give me a fulcrum and I will change the world (Archimedes)

As globalization picks up speed, shifts are taking place in all spheres of human activity: economics, politics, culture, etc. New challenges are entering our lives. How can we act competitively in the new environment? What threats should we avoid, and what benefits does the coming era hide?

A characteristic feature of modern business is the complex interaction of national and international. Globalization leads to the formation of a certain cross-national business culture, the principles and rules of which are shared by almost the majority of businessmen in the world. On the other hand, national and cultural differentiation is growing: peoples and ethnic communities strive to preserve their cultural values ​​and protect them from the eroding influence of mass culture.

All these characteristics of the modern world economy have put on the agenda the question of the influence of national cultures of different countries on international business activity; external influence - at the level of interaction with customers, suppliers, etc., and internal - between employees of a multinational enterprise. The study of the phenomenon of culture, the analysis of the opportunities and limitations that cultural constants carry, are still rare phenomena in Russian business practice. But the world practice that is moving ahead testifies to the prospects of managing the organizational culture of a multinational enterprise, taking into account the characteristics of the national cultures of its employees.

References: 1. AREVA: Management Report of the Executive, 2005. 2. Fey C.F.; Nordahl C.; Zaetterstroem H.: The Secret to Success: Developing and Understanding of What Makes a Foreign Firm’s Organizational Culture Effective in Russia. Stockholm School of Economics in St. Petersburg. Research Working Papers Series, # 98 – 102. 1998. 3. Scheuss R.W. Strategische Anpassung der Unternehmung: Ein kulturorientierter Beitrag zum Management der Unternehmungsentwicklung, St. Gallen, 1985. 4. Briefly I.G. Formation of cross-cultural competence in the field of marketing communications // Marketing and marketing research. 2002. No. 6 (42), p. 31–42. 5. Lenin V.I.: Karl Marx: a brief biographical sketch outlining Marxism. – M.: Publishing house. “Surf”, 1918 (http://magister.msk.ru/library/lenin/lenin008.htm). 6. Methodology of the New Time: “Hegel’s idealistic dialectics”, “Marx’s materialistic dialectics” (http://freewww.elcat.kg/tusz/RussianUT/r19.htm). 7. Psychology. Dictionary / General ed. Petrovsky A.V.; Yaroshevsky M.G. – 2nd ed. M. 1990. 8. Hofstede G. Organizational culture / Human resource management / Ed. Pula M.; Walner M.: Peter. 2000. 9. Electronic scientific library of Vojvodina (http://enbv.narod.ru/text/Econom/ses/str/0534.html). 10. Pezoldt K.: Kooperation von deutschen und osteuropaeischen KMU: Entwicklung von Synergiepotentialen durch interkulturelles Lernen, in: Meyer J.A. (Hrsg.): Kooperation von kleinen und mittleren Unternehmen in Osteuropa, LohmarKoeln, 2004, S. 281307. 11. Stuedlein Y.: Management von Kulturunterschieden, Wiesbaden, 1997.