home / Our children / Capital and capital. Social capital (J

Capital and capital. Social capital (J

Each of us is familiar with the concept of capital as a sum of money or assets embodied in means of production, buildings, houses and stocks. However, sociologists, first of all P. Bourdieu, have discovered other forms of capital that influence the behavior of the broad masses of people no less, and now to a much greater extent, than financial capital.

P. Bourdieu identifies the following types of capital: economic (material wealth), cultural (cultural level, education), social (family, friends, church, clubs, etc.) and symbolic capital as a kind of social (authority, reputation).

P. Bourdieu's four types of capital (economic, cultural, social, symbolic) can be likened to four types of the stratification scale - income, education, power, prestige.

Capital - the sum of accumulated benefits in one of the four main fields of social space. If an individual has a large amount of knowledge and high qualifications, then this means that he has a solid cultural capital created in the field of culture. It is created in the process of socialization, upbringing and education. Socialization means successful mastering of social roles, upbringing and inculturation - a solid assimilation of moral values \u200b\u200band cultural norms, education - the assimilation of theoretical knowledge and practical skills.

If there is a lot of money and real estate, a high salary, there are shares and much more that a successful person needs today, then he has accumulated financial capital.

When you have many acquaintances, friends, relatives and simple friends who are ready to plead for you, help you, promote you, help out in a difficult situation and do much more, then you are the owner of a solid social capital. Social capital is a resource based on kinship and group membership. It is formed due to the presence of a stable network of formal or informal relationships, mutual recognition and recognition.

Finally, if you have a lot of honorary titles, diplomas, positions and other symbolic benefits, manipulating and using them, you achieve success, then you are the bearer of symbolic capital. Capital, denoting in P. Bourdieu the position of an agent in the field, represents the degree of power over the field. These are resources that contribute to the vertical mobility of the individual and create conditions for his dominance in the social hierarchy.

So, the four types of capital are accumulated benefits in the four main social fields.

Sociological workshop

Advertising often uses popular actors who are trusted by a wide range of buyers. This is an example of the exploitation and self-exploitation of symbolic capital. What else does the actor have on the audience? Only by your charm and authority? What is the actor's symbolic and social capital?

Four kinds capital can implement the following actions:

1) convert, i.e. exchange for each other or for something else and therefore be liquid;
2) unite, strengthening each other and the position of the owner of capital in the social field;
3) prevent the acquisition or increase of each other, when the acquisition of large or deep knowledge occurs at the cost of a worsening of the material situation of a person;
4) accumulate, i.e. be a "self-increasing value" that brings profit, increase in volume and price;
5) restructure, i.e. change the internal structure and layout of elements, replace less valuable components with more valuable ones, etc.

P. Bourdieu also proposes to distinguish between the states of capital: incorporated, i.e. in the form of long-term dispositions of mind and body (for example, taste); objectified - in the form of material objects (book); institutionalized in the form of objectification of the agent's relationship to social networks and institutions (diploma).

The growth of any type of capital can lead to growth (increase):

1) dignity and respect;
2) domination and "legitimate coercion";
3) status and material well-being.

To some extent, the exception is symbolic capital, which is based on reputation, opinions, and respect for significant others. It is unstable and can be lost upon suspicion, criticism, it is difficult to convey and objectify, it is poorly liquid. "Symbolic capital," writes Bourdieu, "is trust, it is power presented to those who have received sufficient recognition."

What type of capital is stronger and more powerful? In different situations and eras, as well as types of society - in different ways. Social capital is not only a circle of influential friends and cronies, but also the ability to be the soul of a company, a group leader, and have an informal authority.

Sociological workshop

Outstanding singer Whitney Houston's outfits, who passed away in February of that year, sold for more than $ 80,000 in April 2012 in 11 York, or four times their estimate. What kind of capital are we talking about?

Symbolic capital - scientific titles, high positions, orders and medals, awards, prizes, honorary citizenship, i.e. influence of status. Bought a diploma or a Ph.D., and you made a career. This is a deception, because there is no real cultural capital (knowledge) under them. Why do our deputies, already possessing a high status but positions, in addition try to acquire scientific degrees? Does it give them a financial, symbolic, social growth?

The influence of one type of capital on another can be seen in the following example. Two or three years after taking up the post of a State Duma deputy, the material well-being of a person increases several times. In this case, symbolic capital contributes to the growth of financial and social capital.

The social field, according to Bourdieu, can be described as a multidimensional space of positions, in which any position, in turn, represents, again, a multidimensional coordinate system, the values \u200b\u200bof which are correlated with the corresponding variables. Variables can be various types of capital - economic, social, symbolic or any other. Each type of capital is recognized by a set of socially significant (or legitimized) features. For economic property, this is a deed of ownership, for cultural property, a diploma and academic title, for social capital - title of nobility. He suggests calling symbolic capital prestige, reputation, name, authority, etc. These are the most general signs that can be easily established in the course of empirical research. In his other works, Bourdieu will expand their list (Fig. 14.2).

Figure: 14.2.

The balance of forces between social agents in each subfield, for example, economy, is determined by the composition of the types of capital (incorporated or materialized) at each moment of time. Such a composition depends on a host of factors: the flow of investment in the country's economy, the amount of taxation, the state of the labor market and goods, the size of bank assets, etc. In the United States, representatives of the middle class act as holders of shares of various corporations and firms; they themselves or through their trusted managers monitor the state of the securities market, investing and shifting their capital from one segment to another. Their economic position must be considered fluid, highly mobile and mobile. The trump cards in the game here are determined by a combination of various economic circumstances, sometimes unpredictable, for example, the war in the Middle East and the fall in oil prices. Social agents in this field not only compete and compete with each other, but profit and often go bankrupt together with the companies where they invested their capital, or, in the words of Bourdieu, the objectified product of accumulated social labor. The relations between social agents in such a subfield are institutionalized in stable, recognized socially or legally guaranteed social statuses. And not individual, but often corporate (invested companies, banks that guarantee the reliability of their deposits, etc.).

the brand I live in ...

territory brand as symbolic capital1

The development of the processes of internationalization and globalization of the world economy, manifested in the free movement of material and non-material resources, the growth of the connectivity of national economies, due to the limited availability of these resources, lead to an increase in the intensity of competition between the subjects of the world economy, in particular between regional economies. In this regard, the competition between territories, including cities, which compete not only in the domestic country market, but also in the global market of geoproducts, with similar competitive advantages due to their development potential, is intensifying.

One of the most important factors in the investment attractiveness of a city is its image, which acts as an image of the city that is formed in the minds of subjects who are somehow familiar with the area and especially in the minds of its potential consumers. A brand is an expanded concept of image in modern society. Therefore, more and more countries and cities are purposefully engaged in the marketing of their places and the formation of their own brand, which determine the investment and tourist attractiveness of the area.

All this testifies to the fact that integrated marketing and branding of the territory is the most important state task, which must be solved along with the traditional tasks of creating favorable living conditions for the local population.

1 The article was written based on the monograph: Meshcheryakov T.V., Tikhonova N.S. Territorial branding. Monograph. - SPb .: Publishing house of SZTU, 2008.

Meshcheryakov T.V.

cand. econom. sciences,

associate professor

the economy

Northwest

state

correspondence

technical

university

complex marketing of the curtain

is the most important

State task

The study of the features of the development of the markets of the territories made it possible to identify a number of trends, among which the main ones are the following:

Marketing and branding of the territory is becoming an important component of the socio-economic, political and international policy of state and territorial authorities, especially for countries that are actively operating on the global tourism market. This fact is reflected not only in the fact that city marketing agencies or tourism offices are being created everywhere, but also in the fact that new job positions are being created - brand managers of countries (for example, in the USA);

growth of budgets for branding the territory, especially for countries that have direct competitors in the territory market; the growth of the mutual influence of the images (brands) of the territories and the goods produced on them, which creates a systemic synergistic effect in the form of an increase in economic stability and long-term market competitiveness of both;

The growing influence of the territory brand design on its attractiveness. Territory branding requires the active use of the visual component of marketing, expressed in the existence of an emotionally attractive symbol (logo), reflecting its style, atmosphere and mood. The growing influence of the brand symbol on consumer behavior leads to the formation of the territory's symbolic brand capital, which reflects the growth of its attractiveness and recognition. Thus, marketing and branding of territories becomes just as necessary.

component of state and territorial policy as well as the business strategy of any commercial enterprise. The existence of a brand is always associated with the presence of not only elements of its identity (values, associations, individual

realities, advantages and branding of the territory requires

etc.), but also its attributes -

physical and functionally active involvement

nal characteristics

brand, including, in the visual component

including its symbol _

(brand name or marketing _

logo). It was poured- _

whose brand symbol, then _

there is a specially designed sign, creates _

prerequisites for the formation of symbolic _

whom brand equity. _

Symbols in modern consumer society - _

are playing an increasingly important role. They become- _

goods, they are produced, consumed- _

they change and even replace goods, because for _

consumers are becoming more important - _

more than the product itself. _

In other words, people have long exchanged- _

were symbols in their various forms. Process _

exchange of symbols was named symbol- _

personal exchange. Symbolic _ theory

exchange was first proposed by the French - _

culturologist and sociologist Jean _

Baudrillard (Jean Baudrillard). According to J. _

Baudrillard, symbolic exchange becomes _

fundamental universal (basic _

concept, attribute) of modern consumer- _

tel society 2. In today's economy - _

are produced, traded and consumed _

symbols, which predetermined the offensive _

economy of symbolic exchange. _

A brand is a symbol that describes a con- _

retailed product, service, phenomenon, activity. _

A brand does not exist without a symbol (trade _

marks), and, therefore, the territory is only _

then it can become a real brand when _

has its own symbol, which is known more- _

to the majority of potential consumers. _

If the brand of the territory is its symbol- _

scrap, however, cannot be sold, _

such as a commercial brand, then it is not _

may have real market value, _

2 Baudrillard J. Symbolic Exchange and Death. London: Sage, 1993.

issued mark, creates

prerequisites for the formation

It is the presence of the symbol and, therefore, not

Has capital. Topics

brand, that is, specifically not less, the brand of the city

can be transferred through franchising, for example, to companies that produce souvenirs, and, therefore, it has a symbolic brand capital value.

In addition, the creation and promotion of a brand also requires certain costs, which can be considered as components of the brand value.

A city brand can also be viewed as capital, since it adds value, and, consequently, value to all goods and services supplied on its territory - for example, eating in a cafe in St. Petersburg costs significantly more than a lunch in a cafe in Uryupinsk. Another thing is that it seems inappropriate and incorrect to assess the city's brand capital in specific money, although there have already been such attempts. Thus, Simon Anholt with his consulting firm GMI was one of the first to evaluate the attractiveness of the brands of the nations, as well as the value of national brands. Based on the results of the rating of the attractiveness of the brands of the nation (Brand Nation Index - the index of the brand of the nation), Brand Finance evaluated national brands in financial terms, assuming that they make up a certain share in the country's GDP (from 2 to 10%). The nation's brand value, according to Brand Finance's findings, is equal to the sum of these shares over five years. Brand Finance used the approach used in assessing national brands when assessing royalties when a brand is transferred to another party. Table 1 presents an assessment of the 20 most valuable national brands3. According to the Brand Finance methodology, the share in GDP corresponded to the reputation of the country, which

3 www.brandfinance.com

paradise was identified in the same study thanks to surveys of the population in 35 countries of the world, which evaluated different countries according to 6 main components: tourism, export of goods, people, culture and heritage, investment and immigration, public administration. Despite the precedent with the assessment of the value of national brands, the brand of the territory is rather symbolic capital, since symbolic capital exists when there are people (social agents) who believe that someone or something has something of value, which is formalized

Table 1

Assessment of the value of national brands

Country Brand value, billion $ W Brand value / GDP 2004,% Brand value / number of inhabitants, $ W Brand rating

USA 17.893 152 60.963 AA-

Japan 6.205 133 48.566 A

Germany 4.582 167 55.449 BBB +

UK 3.475 163 58.492 BBB +

France 2.922 143 48.714 BBB +

Italy 2.811 167 48.821 BBB +

Spain 1.758 169 38.566 BBB +

Canada 1.106 111 34.669 BBB

Australia 821 133 40.785 BBB

Holland 792 137 48.762 BBB

Denmark 772 320 143.055 BBB

China 712 43 549 BBB-

Russia 663 113 4.641 BBB-

Switzerland 558 156 75.621 BBB-

Belgium 456 130 43.864 BB +

Sweden 398 115 44.309 BB +

Ireland 300 165 74.658 BB +

India 291 46 270 BB

Mexico 281 41 2.704 BB-

Norway 276 110 60.151 BB-

in the symbol. In other words, the brand of the territory, expressed by a specific symbol (sign), is able to become a full-fledged participant in the communicative space, and, therefore, participate in the creation of a new hyperreality.

It should be understood that a brand as symbolic capital and as capital in the traditional sense (economic capital or value) are different concepts. Economic capital reflects the market value of the brand as well as the earnings from the brand. Symbolic capital reflects only the fact that there is a brand as a formal symbol of the territory. For symbolic capital, value is absolutely not important, it will be determined depending on the person who produces this enku, the main thing is the presence of a self-symbol, which gives its owner importance in the eyes of other agents, individuality and exclusivity. At the same time, the design of the symbol itself, the associations and emotions that it evokes, are essential.

City symbolic capital

In the form of a brand, it allows a city to compete on equal terms with other cities, to promote its individuality, to shape the recognition and loyalty of its consumers, creating the hyperreality they desire. _ Assessment of the symbolic brand capital of the territory can be realized by assessing the strength of the brand, its reputation and attractiveness to potential consumers. Evaluation of the city's symbol-brand can be personal brand-capital

can only be produced by consumers of the brand and not by experts or other professionals who are not real consumers. Professionals can create symbols by trying to embed them in the communication space. Recognition of the power of sim-

considered as capital,

as he adds

the cost of all goods and services sold

on its territory

Specific factors affecting the formation of a territory brand:

Geographical position and global geopolitical mission of the territory;

Natural resource potential of the territory;

National and cultural characteristics of the country, the territorial unit of which is this territory;

Current visual policy and territory symbolism (heraldry)

Figure: 1. Brand identity model of the territory4

the ox comes only from the consumer himself. Therefore, the assessment of symbolic capital can only be carried out on the basis of surveys and interviews of brand consumers. The brand of a territory is a set of values, emotions and consumer associations about a specific geographic place, its material and intangible characteristics, local culture, which create ideas about the attractiveness of a given place, the level of quality and cost of local goods and services, distinguish it from other territories and shape symbolic brand capital.

Figure 1 shows the structure of the territorial brand identity, highlighting the specific factors that limit

The study of the features of the development of the markets of the territories made it possible to identify a number of trends, among which the main ones are the following:

Growth of budgets for branding territories, especially for countries that have direct competitors in the territory market;

The growth of the mutual influence of the images (brands) of territories and the goods produced on them, which creates a systemic synergistic effect in the form of an increase in economic stability and long-term market competitiveness of both;

Thus, marketing and branding of territories becomes the same necessary component of the state and territorial policy as the business strategy of any commercial enterprise.

The existence of a brand is always associated with the presence of not only elements of its identity (values, associations, individuality, advantages, etc.), but also its attributes - the physical and functional characteristics of the brand, including, among other things, its symbol (trademark or logo ). It is the presence of a brand symbol, that is, a specially designed sign that creates the preconditions for the formation of symbolic brand capital.

Symbols in the modern consumer society are playing an increasingly important role. They become commodities, they are produced, consumed, and even substitute for commodities, as they become more important to consumers than the commodity itself.

In other words, people have long exchanged symbols in different forms. The process of exchanging symbols is called symbolic exchange. The theory of symbolic exchange was first proposed by the French culturologist and sociologist Jean Baudrillard. According to J. Baudrillard, symbolic exchange is becoming a fundamental universal (basic concept, attribute) of the modern consumer society. In the modern economy, symbols are produced, circulated and consumed, which predetermined the onset of the economy of symbolic exchange.

A brand is a symbol that describes a specific product, service, phenomenon, activity. A brand does not exist without a symbol (trade mark), and, therefore, a territory can only become a real brand when it has its own symbol, which is known to most potential consumers.

If the brand of a territory is its symbol, however, it cannot be sold, as, for example, a commercial brand, then it cannot have a real market value, and, therefore, does not have capital. However, a city's brand can be franchised, for example, to souvenir companies, and therefore has value. In addition, the creation and promotion of a brand also requires certain costs, which can be considered as components of the brand value.

A city brand can also be viewed as capital, since it adds value and, consequently, value to all goods and services sold on its territory - for example, lunch in a cafe in St. Petersburg costs significantly more than lunch in a cafe in Uryupinsk.

It is another matter that it seems inappropriate and incorrect task to assess the brand capital of the city in specific money, although such attempts have already been made. Thus, Simon Anholt with his consulting firm GMI was one of the first who began to assess the attractiveness of the brands of nations, as well as the value of national brands. Based on the results of the rating of the attractiveness of the brands of the nation (Brand Nation Index - the index of the brand of the nation), Brand Finance evaluated national brands in financial terms, assuming that they make up a certain share in the country's GDP (from 2 to 10%). The nation's brand value, according to Brand Finance's findings, is equal to the sum of these shares over five years. When evaluating national brands, the Brand Finance company used the approach that is used when calculating royalties in the event of a brand transfer to another party. Table 1 presents an assessment of the 20 most valuable national brands.

According to the Brand Finance methodology, the share in GDP was in line with the country's reputation, which was revealed in the same study through surveys of the population in 35 countries of the world, which evaluated different countries according to 6 main components: tourism, goods export, people, culture and heritage, investment and immigration. , public administration.

Despite the precedent with the assessment of the value of national brands, the brand of the territory is rather symbolic capital, since symbolic capital exists when there are people (social agents) who believe that someone or something has something of value, which is formalized in symbol. In other words, the brand of the territory, expressed by a specific symbol (sign), is able to become a full participant in the communicative space, and, consequently, to participate in the creation of a new hyperreality.

Symbolic capital reflects only the fact that there is a brand as a formal symbol of the territory. For symbolic capital, value is absolutely not important, it will differ depending on the person who makes this assessment, the main thing is the presence of the symbol itself, which gives its owner importance in the eyes of other agents, individuality and exclusivity. At the same time, the design of the symbol itself, the associations and emotions that it evokes, are essential.

The presence of the city's symbolic capital in the form of a brand allows the city to compete on equal terms with other cities, to promote its individuality, to shape the recognition and loyalty of its consumers, creating the hyperreality they desire.

The assessment of the symbolic brand capital of the territory can be realized by assessing the strength of the brand, its reputation and attractiveness to potential consumers. The assessment of symbolic brand equity can only be made by brand consumers and not by experts or other professionals who are not real consumers. Professionals can create symbols by trying to embed them in the communication space. The recognition of the power of the symbol comes only from the consumer himself. Therefore, the assessment of symbolic capital can only be carried out on the basis of surveys and interviews of brand consumers.

The brand of a territory is a set of values, emotions and consumer associations about a specific geographical place, its material and intangible characteristics, local culture, which create ideas about the attractiveness of a given place, about the level of quality and cost of local goods and services, distinguish it from other territories and form symbolic brand capital.

Figure 1 shows the structure of territorial brand identity, highlighting specific factors that limit the possibilities of its formulation. Since the branding of a territory is linked by the framework of geography or its geographic location, its mission must also reflect the global geopolitical mission of the city (for large cities) or the national geographic mission of the city (for medium and small cities).

Figure 1 shows that there are at least four specific groups of factors that impose a framework on the design of a territory's brand identity, in contrast to product and corporate brands:

Figure: 1. Territory brand identity model

Geographical position and the resulting global geopolitical mission of the territory. Obviously, this factor is more relevant for a large territorial unit - a region, a country, a large city. For example, the global geopolitical role of Russia stems from its location between Europe and Asia; it is, as it were, a connecting link between these parts of the world.
Natural resource potential, which determines the advantages of the territory in the global division of labor, and, accordingly, will affect the strategy of its positioning. If a territory is rich in natural resources, it is natural that mining and primary processing will be developed there. If the territory has an attractive climate for recreation, then the tourism and recreation sector will most likely develop on it.
The national and cultural characteristics of the country will significantly affect the values \u200b\u200bthat the territorial unit will formulate for itself, since they cannot be divorced from the national culture.
Current visual policy and symbols of the territory. The choice of design for a trademark or logo for a territory brand should be consistent with the existing heraldry or brands of the larger territories of which the territory in question is a part. This principle of aligning the style of the territory brand with the style of the heraldic symbols is an important design principle for the brands of the territories.

Among the main dimensions of the territorial brand are:

Functional (a set of conditions that ensure the quality and cost of living),

Emotional (emotions caused by the brand),

Innovative (development of science and education, the presence of advanced enterprises, science cities),

Socio-cultural (territorial subculture, education of the population, its tolerance),

Spiritual and historical (perception of the historical, cultural and religious heritage of the territory),

Global responsibility of territorial authorities (attitude to environmental, military security, respect for personal rights and freedoms of citizens).

In conclusion, I would like to note that territorial branding is becoming an integral part of public policy, which requires a deeper and more thorough study of the territory brand phenomenon. The victory of Sochi and then Kazan as the capital of the Universiade showed that professional management of the city brand is required, and, consequently, targeted allocation of resources for branding. For example, in 2006 the budget of the city marketing agency in New York amounted to $ 16 million, and in St. Petersburg - only $ 5 million. Apparently, key decisions in the field of branding of Russian cities are still ahead.

Meshcheryakov T.V.
Candidate of Economic Sciences, Associate Professor of the Department of Economics, North-West State Correspondence Technical University

UDC 316.7; 316.774; 304.4

N. G. Fedotova, N. Yu. Vasilieva

Novgorod State University Yaroslaea the Wise,

Velikiy Novgorod

SYMBOLIC CAPITAL OF VELIKY NOVGOROD IN THE DISCOURSE OF SOCIAL MEDIA

The study was carried out with the financial support of the Russian Humanitarian Science Foundation and the Novgorod Region within the framework of the scientific project No. 17-13-53001 “Symbolic capital of a place as a competitive

territory advantage. "

The article actualizes the problem of the methodology for studying the symbolic capital of a place (territory), which is considered as the most important resource for the successful development of territories in the context of the growing competition between cities and regions for attracting potential tourists, investors and talented residents. The authors believe that the symbolic capital of a place is concentrated not only in internal territorial discourse, but also in external discursive flows. Moreover, today a special place in the formation of territorial meanings and imagery is occupied by social media and, in particular, those where there is an opportunity for a wide audience to create texts describing the visited place. As a subject of empirical analysis, the authors propose to use the concept of "symbolic markers" based on identification codes, which are symbolic representatives of the symbolic capital of a place. The work is accompanied by an illustration of a content analysis of social media carried out in 2016 in order to study the symbolic capital of Veliky Novgorod.

Keywords: symbolic capital of a place, social media, symbolic markers, symbolic capital of a territory, territorial identity, Veliky Novgorod.

In recent years in the humanities and sociological studies, there has been a steady trend of scientific interest in the so-called “soft” or symbolic resources (factors, practices, tools) that determine social reality. This situation is explained by the influence of the processes of the post-industrial era, where along with the wave of informatization, the growth of local and global problems, there is an increase in the role of "symbolic exchange" in communication processes.

In this regard, the symbolic resources of local places are today considered as the most important condition for the successful development of territories, as an effective tool in the growing competition between Russian cities and regions for attracting potential tourists, investors and talented residents. This fact raises the relevance of research related to the problems of the accumulation of symbolic capital of a place (territory) and territorial identity, commemoration and other practices in which the space of a territory is marked, and the processes of its symbolization are managed.

The study of the practices of accumulation and structuring of the symbolic capital of a place and the analysis of its representatives, that is, those elements with the help of which this type of capital is represented, expressed and experienced in society, is represented by fragmentary and few projects. This fact is a consequence of the novelty of the subject matter and insufficient conceptual understanding of the phenomenon of “symbolic capital of a place” and is associated with the lack of an established and adapted methodology for analyzing the symbolic capital of a place, as well as the ways and trajectories of its accumulation.

It should be noted that most of the available research in this vein is not accidentally devoted to the study of those aspects of the symbolic capital of a place that are associated with branding practices, with the analysis of image strategies and, in general, with the formation of a positive image of territories. For example, a number of researchers quite reasonably believe that as

the symbolic capital of the city can be represented by a brand. In this regard, the presence of such symbolic capital as a brand in the city "allows the city to compete on equal terms with other cities, to promote its individuality, and to form recognition and loyalty of its consumers." In this case, the analysis of the symbolic capital of a place is reduced to those technologies that are known in branding and marketing of places and are associated with assessing the effectiveness of a territorial brand (K. Dinnie, R. Govers, S. Anholt, S. Zenker, E. Braun, etc.) ...

If the image of this or that territory acts as a starting point in the study of the symbolic capital of a place, then in this case it is important to determine those elements, structural components that make up the urban or regional image. In the sociological and culturological traditions, in the analysis of the image of the city, the methods of analyzing mental maps as a way of visualizing the urban space have gained a certain popularity in recent decades. Such a technique (when asked how people perceive cities?) Was proposed by the American researcher Kevin Lynch in one of his works, where he noted the multidimensionality of urban space, which is formed with the help of the following structural elements: paths, borders, districts, nodes and landmarks. At the same time, landmarks, as an element of the structure of the city's image, saturate the image with emotions and guarantee the recognition of the city. Using the methodology for analyzing the mental maps of the inhabitants of the territory, the researchers fix the most significant places, which represent the symbolic capital of the place (territory). For example, a group of researchers used a similar technique on the example of the cities of the Sverdlovsk region, showing that the method of mental maps "allows not only to reveal the peculiarities of the perception of the territory, but also to determine the places of concentration of symbolic capital."

Scientific interest in the study of the symbolic capital of a place also exists within the framework of humanitarian geography, where the research focus is directed to the image resources of the territory as a set of "images, symbols, signs, stereotypes and information objects that potentially represent the given territory" that have symbolic meaning for a particular activity ... Here, the research strategy is aimed at studying thematic groups (figurative clusters) and local myths by questioning residents and experts living in the studied territories, as well as by analyzing literary sources and information from the Internet.

The analysis of the mythological space of the territory in some studies is carried out through the historical and cultural-symbolic context of the most significant places of the city, which, according to the authors, form its symbolic capital.

The semiotic approach to the analysis of the symbolic capital of a place where local education is a collection of texts and symbols, the popularization of which is able to consolidate certain meanings in society, seems to be no less significant. So, according to the conclusions of the researchers, the study of the semiotics of the urban environment, tests of urban culture through the identification of attributive images-characteristics corresponding to the sub-brands of the territory (for example, in Shadrinsk it is a ribbon forest, green color, the Iset River, an abundance of architectural monuments, merchant antiquity, the Orthodox history of the city ), which are the symbolic capital of the place, can contribute to the formation of a positive image of the territory.

In addition, there are studies aimed at identifying such symbolic aspects of urban areas that are associated with a positive assessment of living in them. The symbolic capital of a place, in this case, is presented as “a connecting link between the actual ideas of space and their role in the socio-economic development of territories,” and as a result, it ensures the formation of trust in the territory. Hence, some territories in the eyes of target audiences seem to be more comfortable for living, which explains the migration flows.

At the same time, the symbolic capital of a place can be represented, represented, and also revealed with the help of identification markers, if we proceed from the concept of territorial identity as a set of territorial meanings, on the basis of which the feeling of belonging to the place is retained and its differentiation takes place.

Symbolic markers are nothing more than visual and verbal fic-

territorial identity satellites who accumulate and “pack” information about the territory in specific symbolic carriers. The main function of symbolic markers is the ability to label and represent both images, concepts, brands of the territory, which are determined during the analysis of mental maps and expert surveys (from mythological to natural) or key symbols (color, sign places, etc.), and some attributive images-characteristics in the form of sub-brands, as well as symbolically represent the image resources of the territories. Consequently, the symbolic marker can be considered as a universal symbolic category for drawing empirical slices of information about the symbolic capital of a particular city or region.

However, the question arises about a research strategy that allows one to obtain an objective picture of symbolic markers expressing territorial identity, as well as the question of the relationship between these markers and the symbolic capital of a place. In this regard, let us clarify the theoretical and methodological position of our approach to this problem.

The concept of symbolic capital was developed by the famous French sociologist and philosopher Pierre Bourdieu. In his opinion, the symbolic capital is the capital of trust, the capital of ties, it is reputation, good name, honor. Symbolic capital is directly related to the fact of recognition, to the process of giving meaning to something or someone.

As for the symbolic capital of a place (territory), we define it, preserving the poststructural logic of this theorist, as a set of meanings and meanings that provide a local place (territory) with recognition, fame, prestige, and trust in it from various target groups.

Capital is everything that can make a profit, even if this profit is symbolic. An important property of any capital is its convertibility, which makes the symbolic capital of a place in demand today. After all, a positive image of the city in the external environment does not in itself bring anything; much more important is its ability to attract tourists or potential residents along with their talents and ideas, which as a result is converted into social and economic capital.

In other words, the symbolic capital of a territory is not an architectural monument itself, but its fame and significance. But it is very difficult to objectively measure, fix, analyze the symbolic capital of a particular territory, as well as the trajectories of its accumulation, due to its symbolic essence, which is often revealed through the categories of phenomenological, cognitive or semantic cognition. An attempt to analyze the symbolic resources of a place (for example, an architectural monument in a city) looks much easier than an attempt to analyze symbolic capital (the significance of a monument for residents of the city or its “visitors”), knowledge about which can be obtained only indirectly. In this regard, as a unit that records the verbal and visual information about the symbolic capital of a place (territory), we propose to use symbolic markers of the territory expressing its identification codes.

As the semantic analysis of the concept of “symbolic capital of a place” has shown, one of the properties of this phenomenon, which we will focus on in this work, is its identification potential. Thanks to the symbolic capital accumulated by the territory (fame, recognition, brand presence), target audiences are easily identified, for example, russian city due to its authentic characteristics and strong associations. Moreover, the level of the symbolic capital of a place depends not only on the exclusivity, stability and semantic richness of its characteristics, but also on how much the given features of the territory are valued by certain actors or communities.

There are other properties, characteristics and functions of the symbolic capital of a place. But in this work we will consider those of them that are directly related to the processes of identification of the territory (based on identification and distinction) and markers of territorial identity as symbolic representatives of territorial meanings, fixing spatial, emotional, evaluative, figurative information about the territory. Symbolic connections, on which identification with a place is based and associations with a territory in various social groups, are structured, as a rule, around

the following elements of the territorial environment: famous personalities (historical and contemporaries); nature and landscape of the territory; visual features (street names, architecture, etc.); symbols, brands, status of the territory; historical and cultural events; monuments and square-diit.d. ...

In general, the methodological strategy for studying the symbolic capital of a place is based on the communicative paradigm aimed at studying territorial meanings in time and space, their generation, actualization and representation in communicative processes. In this regard, the research field of the analysis of symbolic capital and the methods of its accumulation includes not only communication technologies and means of communication, but also discursive practices that can give significance to certain territorial meanings. At the same time, the most significant and global meanings of symbolic capital are accumulated through mass communication processes that ensure publicity, visibility, and legitimacy of statements and actions. That is why media discourse is becoming a key tool for the formation of symbolic capital.

The symbolic capital of a place is also concentrated in media discourse, where it is accumulated in meanings and meanings associated with ideas about the territory. However, it should be noted that the process of territory identification can be completely different for two social groups: a) city residents and b) all other representatives of the external environment. In this regard, when analyzing the identification potential of the symbolic capital of a place, it is important to study not only the internal territorial discourse, but also the external one, which will make it possible to concretize the data obtained.

Returning to symbolic markers, we also note that their research may include external and internal flows of mass or expert polls, a discourse analysis of various media texts containing information about the studied place. In particular, the analysis of copper adiscourse allows obtaining information about the popularity of symbolic place markers, as well as about evaluative categories (positive and negative aspects of identification information, etc.) and about the contextual uses of these markers, which allows the study to reach a deeper analysis of territorial meanings.

Let us illustrate the analysis of the symbolic capital of a place (using the example of Veliky Novgorod), where the emphasis will be on the external discourse of social media, as well as on the quantitative analysis of media texts through the method of content analysis. At the same time, the choice of the discourse of social media as the subject of analysis of the symbolic capital of a place is explained by quite objective reasons. The social media industry has received tremendous development in the context of the information society and the flourishing of information technology. Social media is no longer accidentally seen as an alternative to traditional media. Hence, social media have a clear potential in the process of labeling territorial meanings, that is, in the accumulation of symbolic capital by the territory.

Social media, within the framework of which territorial discourse unfolds, has, at the same time, peculiar characteristics. Due to its specificity related to the availability of information, the presence of high interactivity and feedback, personal character, informality, lack of explicit ideology, etc., social media occupy a middle level role in the classification of the factors of accumulation of symbolic capital of the place. So, identification codes of a territory and associations with a territory can be formed completely indirectly and impersonally (practically, after all, the media discourse), as well as personally (for example, by visiting a city). In addition, the identification potential of the symbolic capital of a place can be formed in a third way - through an intermediary as another person (reviews, advice from friends, social networks etc.). At each of the designated levels, the path of accumulation and generation of the symbolic capital of a place will be different.

An empirical study of the symbolic capital of Veliky Novgorod in the external discourse of social media was aimed at analyzing tourist reviews about the city after visiting it. By indicating in his text this or that symbolic marker of a city, a tourist subconsciously or purposefully considers it significant either for himself, or for city residents, or for potential tourists and other audiences. Although, in an in-depth study, one should also take into account the fact that the mention of an element of the territorial environment can be both in the position

both in a positive and negative context, which will be reflected in the positive and negative aspects of territorial identity.

Content analysis of tourist reviews in social media was carried out based on the need to solve the following tasks:

a) determine the list of verbal markers representing the symbolic capital of Veliky Novgorod;

b) determine the number of references (frequency) of symbolic markers of the city;

c) consider the contextual and evaluative aspects of the use of symbolic markers of Veliky Novgorod in media texts;

d) to reveal the personified symbolic markers of Veliky Novgorod for further analysis of the problem of the “genius of the place” in the given territory;

e) to carry out a comparative analysis of the obtained quantitative data with the results of an in-depth survey of citizens, aimed at studying the territorial identity and internal image of Veliky Novgorod.

In the course of the study, a sample of those social media was made that contain the impressions of tourists after a trip to Veliky Novgorod, based on their popularity, destination, as well as the typology of information resources: a) specialized and b) complex, where tourist reviews are an additional source of information. As a result, the following were included in the list of Internet sites for content analysis: “My Planet Club”, “Otzv.gi”, “Komandirovka.ru”, “MU8L0”, “Tourist”. A total of 83 travel reviews were analyzed, left on the pages of Internet sites for the period from 2006 to 2016. The geography of their authors is very extensive (Samara, Kazan, Ulyanovsk, Pskov, Tula, etc.), although Moscow and St. Petersburg represent the largest number of tourists. We divided the travel reviews themselves into two groups:

Firstly, brief reviews containing basic information about the city, its features and the most interesting places and events for tourists;

Secondly, detailed reviews, which are a complete account of what they saw, including photographs and a detailed description of architectural features, historical facts, etc.

Verbal markers for content analysis were taken based on the results that were obtained by examining the inner image of the city, where residents of Veliky Novgorod were asked to name the most vivid associations with the city. In addition, a number of symbolic markers have been supplemented based on the results discourse analysis regional mass media. The content analysis of tourist reviews was carried out in compliance with the following conditions: a) not only the initial forms of words, but also the changed ones were included in the quantitative calculation; b) some words were included in the analysis on the basis of semantic unification (for example, words such as “temple” and “church” were included in the same group as synonymous words).

We focus on only a part of the quantitative results of the content analysis of tourist reviews about Veliky Novgorod.

The dominant symbolic markers of Veliky Novgorod that are present in tourist reviews are presented in Table 1, taking into account their percentage. According to the data obtained during the analysis, Veliky Novgorod appears in tourist reviews mainly as a city in which there is a Kremlin and Orthodox architecture, represented by numerous churches. On the one hand, based on the frequency of references to symbolic markers in social media, the city's temple buildings caused the greatest number of mentions among the guests of the city (the churches of Andrei Stratilat, Paraskeva-Pyatnitsa on Torgu, the Transfiguration of the Savior on Ilyin Street, St. Blasius were mentioned as such). Detailed reviews often contain descriptions of various temples of Veliky Novgorod, and in some of them the total number of words "church", "temple" could reach 48 in one review. On the other hand, it should be noted that such a word as “temple / church” was used in only 55% of the total number of reviews, while the word “Kremlin” was mentioned in 90% of the total number of reviews. Therefore, using as a starting point the number of not mentions of symbolic markers of Veliky Novgorod, but of reviews in which these mentions are contained, the Kremlin is gaining the greatest popularity in these social media (almost every author of the review mentions the Kremlin, while about half of the guests mention the temple buildings) cities).

Much less often tourists mention in the reviews such markers of Veliky Novgorod as St. Sophia Cathedral, the Vitoslavlitsy Museum of Wooden Architecture, Yaroslav's Dvorishche, the ancient city (and various variations of this word), frescoes, Detinets. At the same time, if we proceed, as in the previous case, from the number of reviews, then more often tourists speak of the Yaroslav Court and St. Sophia Cathedral, which are mentioned in 45% of all left reviews. Less popular in tourist reviews were such symbolic markers of Veliky Novgorod as the Millennium Monument of Russia, the Rurik settlement, the ancient republic and the veche, Alexander Nevsky, the Hanseatic Union / Hanseatic fountain, etc.

Table 1

Symbolic markers of Veliky Novgorod in tourist reviews

No. Symbolic markers Number of references in

Veliky Novgorod tourist reviews (in%)

1 Temple / Church 38.5

2 Kremlin 22.7

3 Saint Sophia Cathedral 6.2

4 Vitoslavlitsy 5.0

5 Ancient city 4.3

6 Yaroslav's Dvorishche 4.1

7 Frescoes 3.6

8 Detinets 3.6

Having carried out a comparative analysis of the quantitative data of symbolic markers obtained by a) using the content analysis of reviews of tourists who visited Veliky Novgorod and b) polling the residents of Veliky Novgorod to identify key associations with their city, we came to the following conclusions.

The symbolic capital of Veliky Novgorod, based on the number of references to elements of the territorial environment by residents of the city and guests who visited the city, is concentrated around the dominant architectural features of the city - the Novgorod Kremlin and Orthodox churches. In addition, as follows from the list of symbolic markers of Veliky Novgorod, ranked by the number of references (see Table 2), a general trend is observed on the part of both social groups in relation to such urban meanings as St. Sophia Cathedral, the Millennium Monument of Russia and the category of "ancient" in characteristics of the city. From the side of tourists, Alexander Nevsky was more often mentioned, and from the side of the residents of Veliky Novgorod - birch bark letters and the ancient Russian republic.

table 2

Symbolic markers of Veliky Novgorod in a survey of city residents and in tourist reviews

No. Symbolic markers of Veliky Novgorod Number of mentions by city residents (in%) Number of mentions in tourist reviews (in%)

1 Kremlin 43 22.7

2 Saint Sophia Cathedral 32 6.2

3 Ancient city 23 4.3

4 Unique architecture, temples 21 38.5

5 Monument to the Millennium of Russia 19 2.0

6 Birch bark letters 19 0.6

7 Old Russian republic, veche 17 1.5

8 Alexander Nevsky 15 2.0

Comparative analysis this kind was applied to famous personalities: historical figures, heroes, characters of works of art and others who, in one way or another, are associated with the city. The identification of significant personalities (historical or modern) for the territory can be interpreted as an analysis of the dominant personified markers of territorial identity, which have a clear symbolic potential, especially in the context of the problem of “genius of place” and marketing technologies for branding the territory. All names of famous personalities mentioned in travel reviews were summarized separately and the result of the frequency of their mentioning is expressed as a percentage.

As follows from the contents of Table 3, most often representatives of both social groups participating in the cut of opinions mentioned the name of Alexander Nevsky, which is logically explained by discourses of both local and federal scales. Hence, the symbolic capital of Veliky Novgorod is concentrated around the name of Alexander Nevsky, although we do not yet have confirming results of other studies in this direction. Consequently, events and actions aimed at updating and accumulating meanings and meanings around the name of Alexander Nevsky (festivals, cafes, clusters, etc.) will be in demand both by city residents and target audiences.

Table 3

Personalized symbolic markers of Veliky Novgorod

No. Symbolic markers of the Great New- Number of associa-

cities of societies with famous personalities in tourists' reviews (in %%)

1 Alexander Nevsky 73 41

2 Sadko 43 14

3 Yaroslav the Wise 38 20

4 Sergei Rachmaninov 36 7

5 Rurik 26 17

At the same time, it should be noted that there is some similarity in the general ratio of the frequency of references to the name of Yaroslav the Wise on the part of both social groups. While some dissonance in the views of the townspeople and tourists who have visited Veliky Novgorod is present in relation to such names as “Sergei Rachmaninov”, who is more associated with the city by Novgorodians and “Rurik”, which is often recalled by tourists in reviews.

In conclusion, we note that content analysis is part of the study of external discourse, in which the symbolic capital of the place and, in particular, the identification codes of the territory are generated. The study of external discourse is intended, at least, to correct, supplement the results of the internal study of the symbolic capital of a place and present its comprehensive vision. At the same time, the presented results demonstrate only a quantitative picture of how the territory is identified in the external environment, without analyzing the contexts of mentioning symbolic markers in social media, including evaluative contexts.

Of course, travel reviews, like other texts on social media, do not have comprehensive information about the territory and its features. To obtain objective data on the symbolic capital of a place, a comprehensive analysis of external and internal discourses, slices of opinions (mass, expert, etc.) of various social groups, analysis of artistic and other types of tests are required. However, a certain symbolic potential is accumulating in tourist reviews, symbolic markers are actualized, with the help of which the territory is associated, experienced, and comprehended. This is especially important in relation to target audiences, potential residents of a local place or tourists, investors, etc. Also, tourist reviews have the ability to popularize significant places and practices, form opinions of other people about the territory and its tourist attractiveness (or, on the contrary, work against it) , which affects, in the case of a positive review, the growth of the symbolic capital of the place.

In general, the analysis of the symbolic capital of a place is aimed at revealing the symbolic foundations that can, on the one hand, enhance the recognition and uniqueness of the territorial image in the external environment, form the “spirit” of the place, and, on the other hand, provide a positive microenvironment in the city. or a region that promotes the value integration of the local community.

List of references

1. Bourdieu, P. Practical meaning [Text] / P. Bourdieu; otv. ed. per. and after. N. A. Shmatko. -SPb .: Aleteya, 2001 .-- 562 p.

2. Vandyshev, MN Places of memory and the symbolic capital of territories in the mental maps of townspeople [Text] / MN Vandyshev, NV Veselkova, EV Pryamikova // Journal of Sociology and Social Anthropology. - Volume XVI, No. 3 (83). - 2013 .-- S. 101-121.

3. Zamyatin, DN Image resources of the territory: analysis strategies and conceptual comprehension (on the example of the project on the formation of brands of cities in the Sverdlovsk region) [Text] / DN Zamyatin, N. Yu. Zamyatin // Labyrinth. Journal of Social and Humanitarian Research. -No. 1.-2015.-С.26-45.

4. Zamyatina, N. Yu. Symbolic capital of Russian cities as a factor in the formation of migration flows (on the example of youth migration from Norilsk) [Electronic resource] / N. Yu. Zamyatina. - URL: http://dropdoc.ru/doc/62064/%3Bdoc/

5. Lantsevskaya, N. Yu. Semiotics of provincial space as a source of development of the image of the place [Text] / N. Yu. Lantsevskaya II Basic research... -№5.-2014, - S. 423-427.

6. Lynch, K. Image of the city [Text] / K. Lynch. - M .: Stroyizdat, 1982 .-- 328 p.

7. Meshcheryakov, TV Brand territory as a symbolic capital [Text] / TV. Meshcheryakov II Creative Economy. -No. 8 (20). - 2008 .-- S. 61-69.

8. Mlechko, LE "Symbolic capital" of the city of Volgograd in the analysis of territorial identity [Text] / LE Mlechko II Forum. Series: Humanities and Economic Sciences. -No.2 (5) .- 2015.-С.51-60.

9. Arkhipova, A. E. Markers of territorial identity as a symbolic basis for branding a place [Electronic resource] / A. E. Arkhipova, N. G. Fedotova II Uchenye zapiski NovGU. -№6, - 2016. - URL: http://www.novsu.ru/univer/press/eNotesl/i,1086055/?id\u003d1228534.

10. Fedotova, NG Veliky Novgorod through the eyes of Novgorodians: on the issue of the structure of territorial identity [Text] / NG Fedotova II Bulletin of the Novgorod branch of the RANEPA. -2017.-№7.-С.259-265.

THE SYMBOLIC CAPITAL OF VELIKY NOVGOROD IN THE DISCOURSE OF SOCIAL MEDIA

FedotovaN. G., Novgorod State University, VelikyNovgorod, fedotova75 @ mail.ru Vasilyeva N.Y., Novgorod State University, Veliky Novgorod, [email protected]

The article actualizes the problem of methodological research of the symbolic capital of the place (territory). The symbolic capital is considered as the most important resource for successful development of territories in the conditions of growing competition between cities and regions for attracting potential tourists, investors and talented people. The authors state that territorial symbolic space is concentrated not only in the inner territorial discourse but in the outer discourse trends. Today the social media, which allows the wide audience to create the texts with the description of the places "visited, plays a special role in theformation of the territorial meanings and imagery. As a matter of empirical analysis, the authors suggest to use the concept of "symbolic markers", based on the identification codes "which that are iconic representatives of the symbolic capital of the place. The work presents the results of the content analysis of social media, held in 2016 with the purpose of the study of the symbolic capital of Veliky Novgorod.

Keywords: symbolic capital place, symbolic markers, social media, symbolic capital territory, territorial identity, Velikiy Novgorod.

1. Burdie, P. (2001) Prakticheskiy smysl [\u003d Practical sense], SPb, 562 p. (In Russ.).

2. Vandyshev, MN, Veselkova, NV and Pryamikova, EV (2013) Mestapamyati i Simvolicheskiy kapital territoriy v mental "nyh kartah gorozhan [\u003d Places of memory and the symbolic capital of territories in the mental maps of citizens], in: Zhurnal sotsiologii i sotsial "noy antropologH [\u003d Journal of sociology and social anthropology], Vol. XVI, Issue 3 (83), pp. 101-121. (In Russ.).

3. Zamyatin, DN and Zamyatina, NY (2015) Imidzhevye resursy territorii: strategii analiza i konceptual "noe osmyslenie (na primere proekta po formirovaniyu brendov gorodov Sverdlovskoy oblasti) [\u003d An image resource territory: strategy analysis and conceptual understanding (for example the project for developing the brands of Sverdlovsk region)], in: Labirint. Zhurnal social "no-gumanitarnyh issledovaniy [\u003d Labyrinth. hejournal of socio-humanitarian studies], Issue 1, pp. 26-45. (In Russ.).

4. Zamyatina, NY Simvolicheskiy capital gorodov Rossii kakfactorformirovaniya migratsionnyh potokov (na primere molodezhnoy migratsii iz Noril "ska) [\u003d Symbolic capital cities of Russia as the factor of formation of migration flows (for example, youth migration from Norilsk)], available at : http: // dropdoc.ru/doc/62064/%3Bdoc/, accessed 11/25/2016. (In Russ.).

5. Lantsevskaya, N. Yu. (2014) Semiotika prostranstva provintsii as istochnik razvitiya imidzha mesta [\u003d Semiotics of space of the province as a source of development of the image of the place], in: Fundamental "nye issledovaniya [\u003d Fundamental research], Issue 5, pp. 423 -427. (In Russ.).

6. Linch, K. (1982) Obrazgoroda [\u003d The image of city], Moscow, 328 p. (In Russ.).

7. Mescheryakov, T. V. (2008) Brend territorii as simvolicheskiy capital [\u003d The brand territory as symbolic capital], in: Kreativnaya ekonomika [\u003d Creative economy], Issue 8 (20), pp. 61-69. (In Russ.).

8. Mlechko, L. E. (2015) Simvolicheskiy capital "goroda Volgograda v analize territorial" noy identichnosti [\u003d "Symbolic capital" of the city of Volgograd in the analysis of territorial identity], in: Forum. Seriya: Gumanitarnye i ekonomic news nauki [\u003d Forum. Series: humanitarian and economic Sciences], Issue 2 (5), pp. 51-60. (In Russ.).

9. Arhipova, AE and Fedotova, NG (2016) Markery territorial "noy identichnosti as simvolicheskaya osnova brendinga mesta [\u003d Markers of territorial identity as the symbolic basis of branding places], in: Uchenye zapiski NovGU [\u003d Scientific notes NovSU], issue 6, available at: http: // www.novsu.ru/univer/press/eNotesl/i.l086055/?id\u003d1228534/, accessed 01/15/2017. (InRuss.).

10. Fedotova, NG (2017) Velikiy Novgorod glazami novgorodtsev: to voprosu about the structure of the territorial "noy identichnosti [\u003d Veliky Novgorod with the eyes of novgorodians: to the question of the structure of territorial identity], in: Vestnik Novgorodkogofilial RANHiGS [\u003d Bulletin of the Novgorod branch RANEaSS], Issue 7, pp. 259-265. (In Russ.).

Fedotova Natalya Gennadevna - Candidate of Philosophy, Associate Professor of the Department of Theory, History and Philosophy of Culture, Yaroslav the Wise Novgorod State University, Veliky Novgorod.

[email protected]

Vasilyeva Nelli Yurievna - Master's student of the direction of training "Culturology", Department of Theory, History and Philosophy of Culture, Novgorod State University named after Yaroslav the Wise, Veliky Novgorod.

Demidova Marina Vladimirovna

cand. Philos. Sci., Associate Professor P. A. Stolypin - branch of the Russian Academy of Economy and the State Council under the President of the Russian Federation, Saratov

E-mail:

The modern rapidly developing information age is changing the idea of \u200b\u200ba person about labor, and, accordingly, about capital. If in the last century the work of K. Marx "Capital" was the reference book of many economists, today an increasing number of economic and economic-philosophical discourses are devoted to "symbolic" capital.

What is "symbolic capital", is it needed and why?

We will try to answer this and other questions in this work.

The concept of "symbolic capital" was introduced into circulation at the end of the last century by the French sociologist Pierre Bourdieu. He understood by such capital that credit of trust which facilitates any act of social exchange and about the economic profitability of which it is customary to remain silent.

Another well-known American researcher, Alvin Toffler, under "symbolic capital" means information capital that became widespread in the 50s - 60s of the twentieth century, that is, from the time of the massive development of information technologies to the present. In the broadest sense, this is knowledge that is identified with wealth.

In Russia, the concept of "symbolic capital" is interpreted by most researchers as "human capital", that is, as the level of education, professional competence of the population, as well as human abilities, investments in the development of which bring an employee income that exceeds total investment during his working life.

The three definitions of this concept given by us, of course, are not definitions of different "symbolic capital". Rather, these are different cultural aspects of the same phenomenon, which has become extremely relevant with the development of the information structure of an increasingly globalized society.

What does “symbolic capital” consist of, if we rely on these definitions?

In order to answer this question, you need to define the concepts "capital" and "symbol"... Let us first turn to the concept "capital".

In the history of classical economic doctrines, there are different interpretations of it. A. Smith characterized capital as an accumulated stock of things or money. D. Ricardo interpreted it as a means of production. The American economist I. Fisher included in the concept of "capital" any good that brings income (money) to its owner. According to Karl Marx, capital is money that brings additional money, it is “value that brings surplus value”. What is money?

If you look at the history of money, you can see different interpretations of this concept. Aristotle believed that they are the product of an agreement between people. A. Smith wrote that money is a technical tool that facilitates the exchange of goods. According to Karl Marx, money is a commodity that spontaneously stood out from the entire mass of commodities and began to play the role of a universal equivalent, an expression of the value of all other commodities; the value of money is the amount of labor required to create this commodity. K. Menger believes that money is a natural product of the human economy. That is, money is the equivalent of capital.

Thus, according to classical economic teachings, the concept "capital" characterizes the property held by its owner, measured in money as the equivalent of capital that makes a profit in the form of money.

Now let's try to analyze the concept "symbol", which, in our opinion, is an extremely difficult task, since each of the researchers of the symbol offers its own definition.

In religious interpretations, a symbol is a sign-mediator between a person and the Absolute Reality, according to Z. Freud, a symbol is a transformation of desire, in semiotics it is a sign that indicates the general content of an object. There are other definitions of the concept of "symbol".

We will try to give a definition of the concept of "symbol" based on its mental specifics. Namely, European (Western European) and Russian.

Since the origin of the symbol has roots of a religious nature, then initially the symbol was the focus of secret sacred knowledge, to which only those initiated into it, for example, priests, who had, thanks to this, power could have access. If we turn to the philosophical theories of the symbol, created in one or another religious, and, accordingly, cultural tradition, we will see the following.

The European tradition of studying the concept of "symbol" is rational (due to the "rationality" of Catholicism), the Russian tradition is intuitive. For example, in one of the most fundamental Western European studies of the symbol - "The Philosophy of Symbolic Forms" by E. Cassirer, we can see the identification of the concepts "sign" and "symbol" and their reduction to the concept of "function", which acts as a rational mediator between a person and the world around him. A similar interpretation of the concept of "symbol" - in L. White, A. Whitehead and other Western European thinkers. In the Russian research tradition of the concept of “symbol”, the main representatives of which are A. Bely, A. Losev, P. Florensky and others, the symbol is the identity of the idea and the thing in the idea, the symbol is the world outlook, which is always intuitive, not rational.

Therefore, we can define the concept "symbol" as an ideal meaning put by the interpreter in understanding something, the concept of "sign" as a materialized symbol embodied in words, gestures, things.

In any case, the symbol is always informative.

Thus, perhaps, therefore, in the modern era, when labor is more and more intellectualized in synthesis with the information and technological achievements of society, information becomes both a means and a goal of capital. And even by the capital itself - "symbolic".

The economy is informatized, that is, symbolized. Personality is gaining great importance as a new type of worker with “symbolic capital”.

What constitutes the “symbolic capital” of the modern worker?

Let's turn to some studies of this phenomenon.

Mestnikov A. A. considers “symbolic capital” a property of market participants, expressed in authority, reputation or recognition. “... An important factor in the venture capital market is the investment of symbolic capital, defined as such a property of a market participant (venture fund, management company) when it is perceived by other agents who, by virtue of their experience, are able to add value to this property and determine their position relative to this market participant. ... The source of symbolic capital is the state. "

Ivanov M. M. distinguishes two components in the structure of "symbolic capital": reputation as a real and rational component of the symbolic capital of the subject of a career and image as an emotional and virtual component of symbolic capital. “... The symbolic design of the capital of a career subject can be a reputation, and a claim to the possession of capital - an image. Together they form the employee's personal brand. The personal brand of a career subject is a specially formed complex idea of \u200b\u200bthis subject as the owner of those capitals that are socially in demand in a particular career position. Reputation building involves building up economic, cultural and social capital. When imaging, it is not the objective increase in the subject's capital that is publicly declared, but the qualities attributed to the individual, contributing to the increase of his symbolic capital ... ”.

Maksimovich DS, who studied symbolic capital in the context of power, characterizes it as “... a special type of capital that the authorities have at their disposal ... the main instrument for its implementation is the mass media. Symbolic capital is not a separate social phenomenon, but a synthesis of social relations. The institutional components of the symbolic capital of power include the type of belonging of the symbolic capital of power, expressed in the legislative or charismatic ability of an institution or person to be in the center of attention of the population, as well as a specific way of power (in the form of a person or institution) to draw attention to certain social processes leading to the accumulation of power powers. The functional components include ways of delivering socially significant information to the consciousness of the population and ways of maintaining or changing the value orientations of society. "

That is, “symbolic capital” is made up of a large number of meanings that carry information invested in it by its owners and receivers. Such meanings are, in our opinion, cultural meanings(brought up in an ethnos, include a set of meanings, values \u200b\u200band norms owned by interacting persons, and a set of carriers that objectify, socialize and reveal these meanings) and civilizational (formed as a result of the social organization of social life and culture and are characterized by a universal connection of individuals or basic social foundations in order to produce social wealth, ensuring its existence and progressive development) .

Civilizational include:

1. professional (acquired in the education system in order to obtain a profession as a kind of labor activity that requires special training, knowledge, experience and is usually the source of human existence);

2. social (meaning class belonging to certain social groups functioning in society, as well as the principles of relationships between people);

3. political(characterizing adherence to certain political ideas and ideologies associated with power relations, with the state-political organization of society, political institutions, principles, norms of politics);

4. economic (representing the relations that develop in the system of production, distribution, exchange and consumption) meanings.

Cultural consist of:

1. psychological (that is, the features and patterns of occurrence, formation and development mental processes (perception, imagination, memory, thinking), mental states (motivation, emotions, feelings) and mental properties (abilities, character, temperament) of a person);

2. aesthetic(formed from the idea of \u200b\u200bbeauty);

3. religious(including religious spiritual values, a system of dogmas, cult and ritual actions, forms of relationships between believers);

4. axiological (consisting of values \u200b\u200band their connections with each other, with social and cultural factors and personality structure) meanings.

We can say that "symbolic capital" is not only an economic unit, but also a social, political, psychological, aesthetic, religious and axiological unit.

And if in classical economic doctrines the concept "Capital" If the property owned by its owner is characterized, measured in money as the equivalent of capital that brings profit in the form of money, then the terms of the symbolic capital of a non-classical information society considered by us, with their purposeful use, can bring both monetary and symbolic profit. That is, the benefit of a political, social, psychological, aesthetic, religious and axiological nature. Moreover, today economic processes are impossible without politics and culture, since they are carried out in one space - informational (symbolic), increasingly globalized.

Of course, this means the need for changes in the educational system aimed at training specialists who are able and able to function in the modern conditions of an increasingly informatized society. Education is the key to the economy and integration of society, it is a socio-cultural process.

It should be borne in mind that today the knowledge space has changed. Before the advent of the Internet, the source of knowledge was specific institutions profiling in specific areas of knowledge. Now the space for the existence and functioning of knowledge has expanded to a global scale, and at the same time, access to their acquisition has become easier. This tendency may very soon lead (and is already leading) to the emergence of self-taught specialists, who, in terms of their professional level, may not differ in any way from specialists educated in specialized institutions.

Thus, modern society is in a situation of significant changes in the understanding of capital. Capital "symbolic" is becoming more and more widespread and functioning as a set of social, political, psychological, aesthetic, religious and axiological meanings, potentially containing the possibility of obtaining corresponding benefits. The trends and prospects of such changes are the most complex and interesting mystery of the future.

List of references:

2. Bely A. Symbolism as a world view. M .: Politizdat, 1994.

3. Bourdieu P. Practical meaning. SPb .: Aleteya, 2001.

4. Bourdieu P. Social space: fields and practices. SPB .: Aletheia. 2005.

5. Voitelev MA Human capital and its role in the post-industrial and transitional economy. Author's abstract. dis. ... Cand. econom. n. M., 2004.

6. Holy Spirit E.A. Reproduction of human capital and increasing its efficiency in the Russian economy. Author's abstract. dis…. Cand. econom. n. Voronezh, 2008.

7. Demidova M. V. "Animal symbolicum" E. Cassirer and scientific knowledge of the twentieth century. Saratov. 2007.

8. Zakharyan TB Sacred symbol in the language of religion. Author's abstract. dis. ... Cand. Philos. n. Ekaterinburg. 2006.

9. Ivanov MM The symbolic capital of an employee as a means of realizing a career. Dis…. Cand. sociol. n. M., 2011.170 s.

10. Cassirer E. Philosophy of symbolic forms. In 3 vols. / Per. with him. S. A. Romashko. M. - SPb .: University book, 2002.

11. Losev A. F. Sign. Symbol. Myth: Works on linguistics. M .: Publishing house Mosk. un-that, 1982.

12. Maksimovich DS Symbolic capital of power and the means of mass communication in the information society: methodology of socio-philosophical research and socio-political practice. Author's abstract. dis. ... Cand. Philos. n. Rostov-on-Don. 2011.

13. Marx K. Capital. Criticism of Political Economy. In 3 volumes. M .: Eksmo. 2011.

14. Menger K. Foundations of political economy. Ch. 8. The doctrine of money. // Menger K. Selected works. M., 2005.

15. Mestnikov AA Development of the venture investment market: a sociological approach. Dis. ... to. Social. n. M., 2011.130 p.

16. Mechkovskaya NB Semiotics: Language. Nature. Culture. M .: Academy. 2007; Saussure F. de Trudy in linguistics. Moscow: Progress, 1977.

17. Ostalsky A. Short story of money. M .: Amphora, 2008.

18. Smith A. Research on the nature and causes of the wealth of peoples. M .: Eksmo, 2007.

19. Sorokin P. Man, civilization, society. M., 1992.

20. Todorov Ts. Theory of symbol. Moscow: House of Intellectual Books, Russian Phenomenological Society. 1998.

21. Toffler E. Metamorphoses of power. M .: OOO "Act Publishing House", 2003.

22. White L. Favorites: The Evolution of Culture. M .: ROSSPEN, 2004.

23. Whitehead A. N. Symbolism, its meaning and impact. Tomsk: Aquarius, 1999.

24. Management consulting. Knowledge industry, symbolic capital or new fashion. Moscow: Humanitarian Center, 2008.

25. Fisher I. Purchasing power of money. M .: "Delo". 2001.

26. Florensky P. Symbolarium (dictionary of symbols). // Cultural Monuments: New Discoveries. L., 1984.S. 99-115.

27. Freud Z. Interpretation of dreams. T. 2. // Collected. Op. in 10 volumes.M .: STD, 2003.

28. Khomyakov A. S. Soch. in 2 volumes, M., 1994.

Capital and capital. Social capital (J

Password recovery