~ 76 ~ ɍȾɄ 316.473 (911.375)

ǰ ǥ ǿ ǻ Ƕ Ǹ ǸȖȴȐȟȪȘȜȑȜ țȎȤȳȜțȎșȪțȜȑȜ ȡțȳȐȓȞȟȖȠȓȠȡ ȳȚȓțȳ ȀȎȞȎȟȎ ȆȓȐȥȓțȘȎ

Ⱥ. Ɇɭɫɢɟɡɞɨɜ, ɤɚɧɞ. ɫɨɰɢɨɥ. ɧɚɭɤ, ɞɨɰ. ɏɚɪɶɤɨɜɫɤɢɣ ɧɚɰɢɨɧɚɥɶɧɵɣ ɭɧɢɜɟɪɫɢɬɟɬ ɢɦɟɧɢ ȼ.ɇ. Ʉɚɪɚɡɢɧɚ ǿǼȄǶǼǹǼDZǶȅdzǿǸǼdz ǼǯǼǿǻǼǰǮǻǶdz ǽǾǮǸȀǶǸǶ ǸǼǻǿȀǾȁǶǾǼǰǮǻǶȍ ǯǾdzǻDzǮ DZǼǾǼDzǮ

ȼ ɫɬɚɬɶɟ ɪɚɫɤɪɵɬɵ ɬɢɩɢɱɧɵɟ ɨɲɢɛɤɢ ɜ ɩɪɚɤɬɢɤɟ ɫɨɡɞɚɧɢɹ ɛɪɟɧɞɚ ɝɨɪɨɞɚ ɢ ɩɪɟɞɥɨɠɟɧɨ ɨɛɨɫɧɨɜɚɧɢɟ ɧɟɨɛɯɨɞɢɦɨɫɬɢ ɫɨɰɢɨɥɨɝɢɱɟɫɤɢɯ ɢɫɫɥɟɞɨɜɚɧɢɣ ɞɥɹ ɩɨɜɵɲɟɧɢɹ ɤɚɱɟɫɬɜɚ ɛɪɟɧɞɢɧɝɨɜɨɣ ɞɟɹɬɟɥɶɧɨɫɬɢ. ȼɨɫɩɪɢɹɬɢɟ ɫɨɰɢɚɥɶɧɨɝɨ ɦɢɪɚ ɹɜɥɹɟɬɫɹ ɨɞɧɢɦ ɢɡ ɤɥɸɱɟɜɵɯ ɭɫɥɨɜɢɣ ɮɭɧɤɰɢɨɧɢɪɨɜɚɧɢɹ ɫɨɰɢɚɥɶɧɨɣ ɪɟɚɥɶɧɨɫɬɢ. ɉɨɷɬɨɦɭ ɬɟɦɚɬɢɤɚ ɤɨɧɫɬɪɭɢɪɨɜɚɧɢɹ ɢɞɟɧɬɢɱɧɨɫɬɢ ɢɦɟɟɬ ɨɫɨɛɨɟ ɡɧɚɱɟɧɢɟ ɤɚɤ ɞɥɹ ɫɨɰɢɨɥɨɝɢɱɟɫɤɨɝɨ ɚɧɚɥɢɡɚ, ɬɚɤ ɢ ɞɥɹ ɫɨɰɢɚɥɶɧɨɣ ɩɪɚɤɬɢɤɢ. ȼ ɩɨɫɥɟɞɧɟɟ ɜɪɟɦɹ ɜ ɨɛɟɢɯ ɫɮɟɪɚɯ ɫɭɳɟɫɬɜɟɧɧɨɟ ɜɧɢɦɚɧɢɟ ɭɞɟɥɹɟɬɫɹ ɤɨɧɫɬɪɭɢɪɨɜɚɧɢɸ ɢɞɟɧɬɢɱɧɨɫɬɢ ɬɟɪɪɢɬɨɪɢɣ ɜɨɨɛɳɟ ɢ ɝɨɪɨɞɨɜ ɜ ɱɚɫɬɧɨɫɬɢ. ɉɨɞ ɢɞɟɧɬɢɱɧɨɫɬɶɸ ɝɨɪɨɞɚ ɩɨɧɢɦɚɟɬɫɹ ɜɨɫɩɪɢɧɢɦɚɟɦɚɹ ɫɩɟɰɢɮɢɤɚ ɝɨɪɨɞɚ, ɤɨɬɨɪɚɹ ɢɦɟɟɬ ɜɚɠɧɨɟ ɡɧɚɱɟɧɢɟ, ɤɚɤ ɫ ɬɨɱɤɢ ɡɪɟɧɢɹ ɤɨɧɫɨɥɢɞɚɰɢɢ ɢ ɦɨɛɢɥɢɡɚɰɢɢ ɟɝɨ ɠɢɬɟɥɟɣ, ɬɚɤ ɢ ɜ ɫɜɹɡɢ ɫ ɧɟɨɛɯɨɞɢɦɨɫɬɶɸ ɩɨɥɭɱɟɧɢɹ ɩɪɟɢɦɭɳɟɫɬɜ ɜ ɤɨɧɤɭɪɟɧɰɢɢ ɡɚ ɩɨɥɭɱɟɧɢɟ ɪɚɡɧɨɝɨ ɪɨɞɚ ɦɚɬɟɪɢɚɥɶɧɵɯ ɢ ɫɢɦɜɨɥɢɱɟɫɤɢɯ ɛɥɚɝ. ȼ ɩɪɚɤɬɢɱɟɫɤɨɦ ɨɬɧɨɲɟɧɢɢ ɤɨɧɫɬɪɭɢɪɨɜɚɧɢɟ ɢɞɟɧɬɢɱɧɨɫɬɢ ɝɨɪɨɞɚ ɜɵɫɬɭɩɚɟɬ ɤɚɤ ɞɟɹɬɟɥɶɧɨɫɬɶ ɩɨ ɫɨɡɞɚɧɢɸ ɛɪɟɧɞɚ – ɪɹɞɚ (ɩɨɥɨɠɢɬɟɥɶɧɵɯ) ɚɫɫɨɰɢɚɰɢɣ, ɫɜɹɡɵɜɚɟɦɵɯ ɫ ɧɢɦ. ȼ ɬɨ ɠɟ ɜɪɟɦɹ ɜ ɩɪɚɤɬɢɤɟ ɫɨɡɞɚɧɢɹ ɛɪɟɧɞɨɜ ɩɪɢɫɭɬɫɬɜɭɸɬ ɬɢɩɢɱɧɵɟ ɨɲɢɛɤɢ, ɤɨɬɨɪɵɯ ɦɨɠɧɨ ɢɡɛɟɠɚɬɶ, ɩɨɫɥɟɞɨɜɚɬɟɥɶɧɨ ɢɫɩɨɥɶɡɭɹ ɥɨɝɢɤɭ ɦɚɪɤɟɬɢɧɝɨɜɨɝɨ ɩɨɞɯɨɞɚ, ɫ ɨɞɧɨɣ ɫɬɨɪɨɧɵ, ɢ ɨɩɢɪɚɹɫɶ ɧɚ ɫɨɰɢɨɥɨɝɢɱɟɫɤɢɟ ɢɫɫɥɟɞɨɜɚɧɢɹ, ɫ ɞɪɭɝɨɣ. Ʉɥɸɱɟɜɵɟ ɫɥɨɜɚ: ɫɨɰɢɚɥɶɧɨɟ ɜɨɫɩɪɢɹɬɢɟ, ɢɞɟɧɬɢɱɧɨɫɬɶ, ɢɞɟɧɬɢɱɧɨɫɬɶ ɝɨɪɨɞɚ, ɛɪɟɧɞɢɧɝ, ɬɟɪɪɢɬɨɪɢɚɥɶɧɵɣ ɛɪɟɧɞ, ɛɪɟɧɞ ɝɨɪɨɞɚ. ȼ ɫɬɚɬɬɿ ɪɨɡɤɪɢɬɿ ɬɢɩɨɜɿ ɩɨɦɢɥɤɢ ɭ ɩɪɚɤɬɢɰɿ ɫɬɜɨɪɟɧɧɹ ɛɪɟɧɞɭ ɦɿɫɬɚ ɬɚ ɡɚɩɪɨɩɨɧɨɜɚɧɨ ɨɛʉɪɭɧɬɭɜɚɧɧɹ ɧɟɨɛɯɿɞɧɨɫɬɿ ɜɢɤɨɪɢɫɬɚɧɧɹ ɫɨɰɿɨɥɨɝɿɱɧɢɯ ɞɨɫɥɿɞɠɟɧɶ ɞɥɹ ɩɨɫɢɥɟɧɧɹ ɹɤɨɫɬɿ ɛɪɟɧɞɢɧɝɨɜɨʀ ɞɿɹɥɶɧɨɫɬɿ. ɋɩɪɢɣɧɹɬɬɹ ɫɨɰɿɚɥɶɧɨɝɨ ɫɜɿɬɭ ɽ ɨɞɧɿɽɸ ɡ ɤɥɸɱɨɜɢɯ ɭɦɨɜ ɮɭɧɤɰɿɨɧɭɜɚɧɧɹ ɫɨɰɿɚɥɶɧɨʀ ɪɟɚɥɶɧɨɫɬɿ. Ɍɨɦɭ ɬɟɦɚɬɢɤɚ ɤɨɧɫɬɪɭɸɜɚɧɧɹ ɿɞɟɧɬɢɱɧɨɫɬɿ ɦɚɽ ɨɫɨɛɥɢɜɟ ɡɧɚɱɟɧɧɹ ɹɤ ɞɥɹ ɫɨɰɿɨɥɨɝɿɱɧɨɝɨ ɚɧɚɥɿɡɭ, ɬɚɤ ɿ ɞɥɹ ɫɨɰɿɚɥɶɧɨʀ ɩɪɚɤɬɢɤɢ. Ɉɫɬɚɧɧɿɦ ɱɚɫɨɦ ɜ ɨɛɨɯ ɫɮɟɪɚɯ ɿɫɬɨɬɧɚ ɭɜɚɝɚ ɩɪɢɞɿɥɹɽɬɶɫɹ ɤɨɧɫɬɪɭɸɜɚɧɧɸ ɿɞɟɧɬɢɱɧɨɫɬɿ ɬɟɪɢɬɨɪɿɣ ɜɡɚɝɚɥɿ ɬɚ ɦɿɫɬ ɡɨɤɪɟɦɚ. ɉɿɞ ɿɞɟɧɬɢɱɧɿɫɬɸ ɦɿɫɬɚ ɦɚɽɬɶɫɹ ɧɚ ɭɜɚɡɿ ɫɩɪɢɣɦɚɧɚ ɫɩɟɰɢɮɿɤɚ ɦɿɫɬɚ, ɹɤɚ ɦɚɽ ɜɚɠɥɢɜɟ ɡɧɚɱɟɧɧɹ, ɹɤ ɡ ɬɨɱɤɢ ɡɨɪɭ ɤɨɧɫɨɥɿɞɚɰɿʀ ɣ ɦɨɛɿɥɿɡɚɰɿʀ ɣɨɝɨ ɦɟɲɤɚɧɰɿɜ, ɬɚɤ ɿ ɭ ɡɜ'ɹɡɤɭ ɡ ɧɟɨɛɯɿɞɧɿɫɬɸ ɨɬɪɢɦɚɧɧɹ ɩɟɪɟɜɚɝ ɭ ɤɨɧɤɭɪɟɧɰɿʀ ɡɚ ɨɬɪɢɦɚɧɧɹ ɪɿɡɧɨɝɨ ɪɨɞɭ ɦɚɬɟɪɿɚɥɶɧɢɯ ɬɚ ɫɢɦɜɨɥɿɱɧɢɯ ɛɥɚɝ. ɍ ɩɪɚɤɬɢɱɧɨɦɭ ɜɿɞɧɨɲɟɧɧɿ ɤɨɧɫɬɪɭɸɜɚɧɧɹ ɿɞɟɧɬɢɱɧɨɫɬɿ ɦɿɫɬɚ ɜɢɫɬɭɩɚɽ ɹɤ ɞɿɹɥɶɧɿɫɬɶ ɡɿ ɫɬɜɨɪɟɧɧɹ ɛɪɟɧɞɭ – ɧɢɡɤɢ (ɩɨɡɢɬɢɜɧɢɯ) ɚɫɨɰɿɚɰɿɣ, ɹɤɿ ɩɨɜ'ɹɡɭɸɬɶɫɹ ɡ ɧɢɦ. ȼ ɬɨɣ ɠɟ ɱɚɫ ɭ ɩɪɚɤɬɢɰɿ ɫɬɜɨɪɟɧɧɹ ɛɪɟɧɞɿɜ ɩɪɢɫɭɬɧɿ ɬɢɩɨɜɿ ɩɨɦɢɥɤɢ, ɹɤɢɯ ɦɨɠɧɚ ɩɨɡɛɭɬɢɫɹ, ɩɨɫɥɿɞɨɜɧɨ ɜɢɤɨɪɢɫɬɨɜɭɸɱɢ ɥɨɝɿɤɭ ɦɚɪɤɟɬɢɧɝɨɜɨɝɨ ɩɿɞɯɨɞɭ, ɡ ɨɞɧɨɝɨ ɛɨɤɭ, ɬɚ ɫɩɢɪɚɸɱɢɫɶ ɧɚ ɫɨɰɿɨɥɨɝɿɱɧɚ ɞɨɫɥɿɞɠɟɧɧɹ, ɡ ɿɧɲɨɝɨ. Ʉɥɸɱɨɜɿ ɫɥɨɜɚ: ɫɨɰɿɚɥɶɧɟ ɫɩɪɢɣɧɹɬɬɹ, ɿɞɟɧɬɢɱɧɿɫɬɶ, ɿɞɟɧɬɢɱɧɿɫɬɶ ɦɿɫɬɚ, ɛɪɟɧɞɢɧɝ, ɬɟɪɢɬɨɪɿɚɥɶɧɢɣ ɛɪɟɧɞ, ɛɪɟɧɞ ɦɿɫɬɚ. The article discusses typical errors in the practice of city brand construction and argues for the necessity of sociological research as a tool of the branding activity. Perception of social world is one of the crucial conditions of functioning of social reality. Therefore, the subject of identity construction is of special significance for sociological analysis as well as for social practice. Recently, considerable attention was devoted to construction of identity of territories in general and of cities in particular. City's identity is defined as a perceived specificity of the city that is important from the point of view of consolidation and mobilization of its inhabitants, as well as in relation to the necessity to get advantages in competition for different material and symbolic benefits. In a practical sense, city identity construction means the activity of creating a brand – a set of (positive) associations connected with it. Futhermore, there are typical errors in the practice of brand creation that can be avoided by consistent application of the logic of marketing approach, on the one hand, and by basing on sociological research, on the other hand. Keywords: social perception, identity, city identity, the branding, territorial brand, city brand. Esse est percipi – ɋɭɳɟɫɬɜɨɜɚɬɶ, ɡɧɚɱɢɬ ɛɵɬɶ ɜɨɫɩɪɢɧɢɦɚɟɦɵɦ (Ⱦɠɨɪɞɠ Ȼɟɪɤɥɢ)

ɉɨɩɭɥɹɪɧɨɣ ɩɪɚɤɬɢɤɨɣ ɩɨɫɥɟɞɧɢɯ ɥɟɬ ɫɬɚɥɨ ɤɨɧɫɬɪɭɢɪɨɜɚɧɢɟ ɛɪɟɧɞɚ ɤɚɤ ɢɦɟɧɢ, ɪɟɩɭɬɚɰɢɢ, ɢɞɟɧɬɢɱɧɨɫɬɢ ɬɟɪɪɢɬɨɪɢɢ (ɫɬɪɚɧɵ, ɪɟɝɢɨɧɚ, ɝɨɪɨɞɚ ɢ ɩɪ.), ɫɩɨɫɨɛɧɨɝɨ ɮɨɪɦɢɪɨɜɚɬɶ ɞɨɜɟɪɢɟ ɤ ɜɨɡɦɨɠɧɨɫɬɹɦ (ɭɫɥɭɝɚɦ, ɪɟɫɭɪɫɚɦ), ɩɪɟɞɥɚɝɚɟɦɵɦ ɤɨɧɤɪɟɬɧɨɣ ɬɟɪɪɢɬɨɪɢɟɣ. ɐɟɥɶ ɫɬɚɬɶɢ – ɪɚɫɤɪɵɬɶ ɫɨɰɢɨɥɨɝɢɱɟɫɤɨɟ ɫɨɞɟɪɠɚɧɢɟ ɛɪɟɧɞɢɧɝɚ ɤɚɤ ɫɩɟɰɢɮɢɱɟɫɤɨɣ ɦɚɪɤɟɬɢɧɝɨɜɨɣ ɞɟɹɬɟɥɶɧɨɫɬɢ, ɨɛɨɡɧɚɱɢɬɶ ɬɢɩɢɱɧɵɟ ɨɲɢɛɤɢ, ɤɨɬɨɪɵɟ ɞɨɩɭɫɤɚɸɬɫɹ ɩɪɢ ɫɨɡɞɚɧɢɢ ɛɪɟɧɞɚ ɝɨɪɨɞɚ ɢ ɩɨɤɚɡɚɬɶ ɜɚɠɧɨɫɬɶ ɫɨɰɢɨɥɨɝɢɱɟɫɤɢɯ ɢɫɫɥɟɞɨɜɚɧɢɣ ɞɥɹ ɢɡɛɟɠɚɧɢɹ ɨɲɢɛɨɤ ɩɪɢ ɫɨɡɞɚɧɢɢ ɛɪɟɧɞɚ ɝɨɪɨɞɚ. ȼ ɫɨɰɢɨɥɨɝɢɢ ɞɚɜɧɨ ɭɠɟ ɫɬɚɥɨ ɨɛɳɢɦ ɦɟɫɬɨɦ ɪɚɫɫɦɚɬɪɢɜɚɬɶ ɫɨɰɢɚɥɶɧɵɣ ɦɢɪ ɤɚɤ ɩɪɨɫɬɪɚɧɫɬɜɨ ɛɨɪɶɛɵ ɡɚ ɪɚɡɥɢɱɧɨɝɨ ɪɨɞɚ ɦɚɬɟɪɢɚɥɶɧɵɟ ɢ/ɢɥɢ ɫɢɦɜɨɥɢɱɟɫɤɢɟ ɪɟɫɭɪɫɵ. Ɋɚɫɩɪɟɞɟɥɟɧɢɟ ɷɬɢɯ ɪɟɫɭɪɫɨɜ ɤɚɤ ɪɚɡ ɢ ɞɚɟɬ ɧɚɦ ɪɚɡɧɨɨɛɪɚɡɢɟ ɢ ɧɟɪɚɜɟɧɫɬɜɨ ɫɨɰɢɚɥɶɧɵɯ ɩɨɡɢɰɢɣ [Ⱥɝɟɧɬɵ ɪɚɫɩɪɟɞɟɥɟɧɵ ɜ ɨɛɳɟɦ ɫɨɰɢɚɥɶɧɨɦ ɩɪɨɫɬɪɚɧɫɬɜɟ ɜ ɩɟɪɜɨɦ ɢɡɦɟɪɟɧɢɢ ɩɨ ɨɛɳɟɦɭ ɨɛɴɟɦɭ ɤɚɩɢɬɚɥɚ ɜ ɪɚɡɥɢɱɧɵɯ ɟɝɨ ɜɢɞɚɯ, ɤɨɬɨɪɵɦ ɨɧɢ ɪɚɫɩɨɥɚɝɚɸɬ, ɢ ɜɨ ɜɬɨɪɨɦ ɢɡɦɟɪɟɧɢɢ – ɩɨ ɫɬɪɭɤɬɭɪɟ ɢɯ ɤɚɩɢɬɚɥɚ, ɬ. ɟ. ɩɨ ɨɬɧɨɫɢɬɟɥɶɧɨɦɭ ɜɟɫɭ ɪɚɡɥɢɱɧɵɯ ɜɢɞɨɜ ɤɚɩɢɬɚɥɚ (ɷɤɨɧɨɦɢɱɟɫɤɨɝɨ, ɤɭɥɶɬɭɪɧɨɝɨ...) ɜ ɨɛɳɟɦ ɨɛɴɟɦɟ ɢɦɟɸɳɟɝɨɫɹ ɭ ɧɢɯ

ɤɚɩɢɬɚɥɚ" [Ȼɭɪɞɶɟ, 1994: ɋ. 188].]. ɉɪɢ ɷɬɨɦ ɞɥɹ ɮɭɧɤɰɢɨɧɢɪɨɜɚɧɢɹ ɫɨɰɢɚɥɶɧɨɝɨ ɦɢɪɚ ɩɪɢɧɰɢɩɢɚɥɶɧɨ ɜɚɠɧɵɦ ɹɜɥɹɟɬɫɹ ɬɨ, ɤɚɤ ɨɧ (ɫɨɰɢɚɥɶɧɵɣ ɦɢɪ) ɜɨɫɩɪɢɧɢɦɚɟɬɫɹ. ȼɨɫɩɪɢɧɢɦɚɟɦɨɫɬɶ ɫɨɰɢɚɥɶɧɨɝɨ ɦɢɪɚ ɞɚɟɬ ɞɨɩɨɥɧɢɬɟɥɶɧɭɸ ɩɪɢɧɰɢɩɢɚɥɶɧɭɸ ɜɨɡɦɨɠɧɨɫɬɶ ɞɥɹ ɞɨɫɬɢɠɟɧɢɹ ɠɟɥɚɟɦɨɣ ɩɨɡɢɰɢɢ – ɧɟ ɬɨɥɶɤɨ ɡɚɪɚɛɚɬɵɜɚɬɶ, ɧɚɤɚɩɥɢɜɚɬɶ, ɨɛɦɟɧɢɜɚɬɶ ɢ ɬ.ɞ. ɧɟɨɛɯɨɞɢɦɵɟ ɤɚɩɢɬɚɥɵ, ɧɨ ɢ ɩɟɪɟɨɩɪɟɞɟɥɹɬɶ ɤɚɤ ɫɚɦɢ ɤɚɩɢɬɚɥɵ (ɞɟɜɚɥɶɜɢɪɭɹ ɫɭɳɟɫɬɜɭɸɳɢɟ ɢ ɭɫɬɚɧɚɜɥɢɜɚɹ ɧɨɜɵɟ), ɬɚɤ ɢ ɫɬɪɭɤɬɭɪɭ ɩɨɡɢɰɢɣ ("ɜɥɚɫɬɶ ɧɨɦɢɧɚɰɢɢ") [Ȼɭɪɞɶɟ, 1993; Ȼɭɪɞɶɟ, 1994]. ɂɦɟɹ ɜ ɜɢɞɭ ɜɨɫɩɪɢɹɬɢɟ ɫɨɰɢɚɥɶɧɨɝɨ ɩɪɨɫɬɪɚɧɫɬɜɚ ɤɚɤ ɩɪɨɫɬɪɚɧɫɬɜɚ ɫɨɰɢɚɥɶɧɵɯ ɩɨɡɢɰɢɣ, ɜ ɫɨɰɢɨɥɨɝɢɢ ɜɫɟ ɱɚɳɟ ɢɫɩɨɥɶɡɭɸɬ ɩɨɧɹɬɢɟ ɢɞɟɧɬɢɱɧɨɫɬɢ. ɂɞɟɧɬɢɱɧɨɫɬɶ, ɜ ɫɜɨɸ ɨɱɟɪɟɞɶ, ɦɨɠɟɬ ɩɨɧɢɦɚɬɶɫɹ ɞɜɨɹɤɨ: x ɤɚɤ ɩɪɨɞɭɤɬ ɢɧɬɟɪɧɚɥɢɡɚɰɢɢ ɨɛɴɟɤɬɢɜɧɨɣ ɪɟɚɥɶɧɨɫɬɢ, ɤɨɬɨɪɵɣ ɩɪɨɹɜɥɹɟɬɫɹ ɜ ɨɫɨɡɧɚɧɢɢ ɝɪɭɩɩɨɜɨɣ ɩɪɢɧɚɞɥɟɠɧɨɫɬɢ, ɩɪɢɧɹɬɢɢ ɫɨɰɢɚɥɶɧɵɯ ɪɨɥɟɣ, ɮɨɪɦɢɪɨɜɚɧɢɢ ɫɨɰɢɚɥɶɧɵɯ ɭɫɬɚɧɨɜɨɤ, ɨɛɪɟɬɟɧɢɹ "ɩɪɚɤɬɢɱɟɫɤɨɝɨ ɱɭɜɫɬɜɚ" ɢ ɬ.ɞ. [ɋɦ., ɧɚɩɪɢɦɟɪ, [ɋɨɰɢɚɥɶɧɵɟ, 1996; ɋɨɰɿɨɤɭɥɶɬɭɪɧɿ, 2002].]. Ɂɞɟɫɶ "ɧɨɫɢɬɟɥɟɦ" ɢɞɟɧɬɢɱɧɨɫɬɢ ɜɵɫɬɭɩɚɟɬ ɢɧɞɢɜɢɞ, ɬɨ ɟɫɬɶ ɪɟɱɶ ɢɞɟɬ ɫɤɨɪɟɟ ɨ ɫɚɦɨɢɞɟɧɬɢɱɧɨɫɬɢ, ɧɟɫɦɨɬɪɹ © Ɇɭɫɢɟɡɞɨɜ Ⱥ., 2012

ǿǼȄǥǼǹǼDZǥȍ. 3/2012

ɧɚ ɬɨ, ɱɬɨ ɦɧɨɝɢɟ ɢɞɟɧɬɢɱɧɨɫɬɢ ɨɤɚɡɵɜɚɸɬɫɹ ɧɚɜɹɡɚɧɧɵɦɢ ɟɦɭ [Ɍɪɚɞɢɰɢɨɧɧɨ ɮɨɤɭɫ ɢɧɬɟɪɟɫɚ ɜ ɞɚɧɧɨɦ ɫɥɭɱɚɟ ɨɤɚɡɵɜɚɟɬɫɹ ɧɚɩɪɚɜɥɟɧ ɧɚ ɢɡɭɱɟɧɢɟ ɜɤɥɸɱɟɧɢɹ ɱɟɥɨɜɟɤɚ ɜ ɨɛɳɟɫɬɜɨ, ɱɬɨ ɧɟɭɞɢɜɢɬɟɥɶɧɨ, ɭɱɢɬɵɜɚɹ ɩɫɢɯɨɥɨɝɢɱɟɫɤɨɟ "ɩɪɨɢɫɯɨɠɞɟɧɢɟ" ɞɚɧɧɨɝɨ ɩɨɧɹɬɢɹ ɤɚɤ ɫɨɰɢɨɥɨɝɢɱɟɫɤɨɝɨ ɬɟɪɦɢɧɚ.]. x ɤɚɤ ɨɛɪɚɡɟɰ ɞɥɹ ɢɞɟɧɬɢɮɢɤɚɰɢɢ, ɩɪɟɞɥɚɝɚɟɦɵɣ (ɢɥɢ ɧɚɜɹɡɵɜɚɟɦɵɣ) ɨɛɳɟɫɬɜɨɦ ɢ ɤɭɥɶɬɭɪɨɣ [ȼ ɷɬɨɣ ɫɜɹɡɢ ɨɛɵɱɧɨ ɜ ɰɟɧɬɪɟ ɜɧɢɦɚɧɢɹ ɨɤɚɡɵɜɚɟɬɫɹ ɨɛɳɟɫɬɜɨ, ɢ ɬɨ, ɤɚɤ ɦɟɧɹɥɢɫɶ ɩɪɟɞɥɚɝɚɟɦɵɟ ɢɦ ɢɞɟɧɬɢɱɧɨɫɬɢ ɧɚ ɩɪɨɬɹɠɟɧɢɢ ɟɝɨ ɪɚɡɜɢɬɢɹ (ɋɦ., ɧɚɩɪɢɦɟɪ, [Ȼɟɪɝɟɪ, Ʌɭɤɦɚɧ, 1995; Ȼɚɭɦɚɧ, 2002; Baumeister, 1986, Giddens, 1991, Hall, 1996, Bhabha,1995].]. ɉɪɢ ɷɬɨɦ ɩɪɢɩɢɫɵɜɚɟɦɚɹ ɨɛɳɟɫɬɜɨɦ ɢɞɟɧɬɢɱɧɨɫɬɶ ɞɨɥɠɧɚ ɭɞɨɜɥɟɬɜɨɪɹɬɶ ɩɨɬɪɟɛɧɨɫɬɶ ɢɧɞɢɜɢɞɚ ɜ ɩɨɡɢɬɢɜɧɨɣ ɫɚɦɨɨɰɟɧɤɟ ɩɨɫɪɟɞɫɬɜɨɦ ɨɳɭɳɟɧɢɹ ɩɪɢɧɚɞɥɟɠɧɨɫɬɢ ɤ ɝɪɭɩɩɟ, ɩɨɞɬɜɟɪɠɞɟɧɢɹ ɫɨɛɫɬɜɟɧɧɨɣ ɡɧɚɱɢɦɨɫɬɢ ɢ ɬ.ɞ. Ⱦɥɹ ɫɭɳɟɫɬɜɨɜɚɧɢɹ ɢɞɟɧɬɢɱɧɨɫɬɢ ɜɚɠɧɨ, ɱɬɨɛɵ ɟɟ ɧɨɫɢɬɟɥɶ ɨɩɨɡɧɚɜɚɥɫɹ ɜ ɞɚɧɧɨɦ ɤɚɱɟɫɬɜɟ "ɜɧɟɲɧɢɦ ɧɚɛɥɸɞɚɬɟɥɟɦ". Ⱥ ɡɧɚɱɢɬ, ɫɨɨɬɜɟɬɫɬɜɨɜɚɥ ɨɩɪɟɞɟɥɟɧɧɨɦɭ ɨɛɳɟɫɬɜɨɦ "ɦɟɫɬɭ" ɜ ɫɢɫɬɟɦɟ ɤɥɚɫɫɢɮɢɤɚɰɢɢ, ɧɚɥɢɱɟɫɬɜɭɸɳɟɣ "ɨɛɴɟɤɬɢɜɧɨ" ɢɞɟɧɬɢɱɧɨɫɬɢ, ɬɨ ɟɫɬɶ ɫɨɰɢɚɥɶɧɨɣ ɩɨɡɢɰɢɢ [ɋɨɨɬɜɟɬɫɬɜɢɟ, ɧɟɪɟɞɤɨ ɧɚɪɭɲɚɟɦɨɟ ɜ ɩɟɪɢɨɞɵ ɤɪɭɩɧɵɯ ɨɛɳɟɫɬɜɟɧɧɵɯ ɬɪɚɧɫɮɨɪɦɚɰɢɣ (ɋɦ., ɧɚɩɪɢɦɟɪ, [Ɇɚɤɟɟɜ, 1999].]. Ɇɨɠɧɨ ɭɬɜɟɪɠɞɚɬɶ, ɱɬɨ ɢɦɟɧɧɨ ɩɨɧɹɬɢɟ ɢɞɟɧɬɢɱɧɨɫɬɢ ɩɨɞɱɟɪɤɢɜɚɟɬ ɫɜɨɣɫɬɜɨ ɫɨɰɢɚɥɶɧɨɣ ɩɨɡɢɰɢɢ "ɛɵɬɶ ɜɨɫɩɪɢɧɢɦɚɟɦɨɣ". Ⱦɪɭɝɢɦɢ ɫɥɨɜɚɦɢ, ɛɭɞɭɱɢ ɜɨɫɩɪɢɧɹɬɨɣ, ɬɨ ɟɫɬɶ, ɫɬɚɜ "ɢɞɟɧɬɢɱɧɨɫɬɶɸ" – "ɫɚɦɨɫɬɶɸ" ɞɟɣɫɬɜɭɸɳɟɝɨ ɢɧɞɢɜɢɞɚ ɢɥɢ "ɦɟɫɬɨɦ" ɜ ɤɥɚɫɫɢɮɢɤɚɰɢɨɧɧɨɣ ɫɢɫɬɟɦɟ "ɜɧɟɲɧɟɝɨ ɧɚɛɥɸɞɚɬɟɥɹ" – ɫɨɰɢɚɥɶɧɚɹ ɩɨɡɢɰɢɹ ɦɨɠɟɬ ɩɨɪɨɠɞɚɬɶ ɫɨɰɢɚɥɶɧɵɟ ɩɪɚɤɬɢɤɢ [ȼ ɷɬɨɦ ɫɦɵɫɥɟ ɢɞɟɧɬɢɱɧɨɫɬɶ ɩɨɧɢɦɚɟɬɫɹ ɤɚɤ ɷɥɟɦɟɧɬ ɝɚɛɢɬɭɫɚ ɤɚɤ ɫɬɪɭɤɬɭɪɵ, ɞɟɬɟɪɦɢɧɢɪɨɜɚɧɧɨɣ ɫɨɰɢɚɥɶɧɨɣ ɩɨɡɢɰɢɟɣ ɢ ɩɨɪɨɠɞɚɸɳɟɣ ɩɪɚɤɬɢɤɢ ɢ ɩɪɟɞɫɬɚɜɥɟɧɢɹ.]. ȼɜɢɞɭ ɷɬɨɝɨ ɚɤɬɭɚɥɶɧɨɣ ɡɚɞɚɱɟɣ ɫɨɰɢɚɥɶɧɨɣ ɩɪɚɤɬɢɤɢ ɹɜɥɹɟɬɫɹ ɤɨɧɫɬɪɭɢɪɨɜɚɧɢɟ ɢɞɟɧɬɢɱɧɨɫɬɢ. Ʉɨɧɫɬɪɭɢɪɨɜɚɧɢɟ ɫɨɛɫɬɜɟɧɧɨɣ ɢɞɟɧɬɢɱɧɨɫɬɢ ɤɚɤ ɛɨɪɶɛɚ ɡɚ ɜɥɚɫɬɶ ɧɨɦɢɧɚɰɢɢ (ɫɨɛɫɬɜɟɧɧɨɣ ɩɨɡɢɰɢɢ), ɬɚɤɢɦ ɨɛɪɚɡɨɦ, ɹɜɥɹɟɬɫɹ ɧɟ ɬɨɥɶɤɨ ɫɚɦɨɨɩɪɟɞɟɥɟɧɢɟɦ, ɧɨ ɢ ɨɩɪɟɞɟɥɟɧɢɟɦ ɫɨɰɢɚɥɶɧɨɝɨ ɩɪɨɫɬɪɚɧɫɬɜɚ ɜ ɰɟɥɨɦ, ɩɨɫɤɨɥɶɤɭ ɫɨɰɢɚɥɶɧɵɟ ɩɨɡɢɰɢɢ ɹɜɥɹɸɬɫɹ ɫɨɨɬɧɨɫɢɬɟɥɶɧɵɦɢ, ɬɨ ɟɫɬɶ ɨɩɪɟɞɟɥɹɸɬɫɹ ɞɪɭɝ ɨɬɧɨɫɢɬɟɥɶɧɨ ɞɪɭɝɚ [""ɋɨɰɢɚɥɶɧɚɹ ɪɟɚɥɶɧɨɫɬɶ", ɨ ɤɨɬɨɪɨɣ ɝɨɜɨɪɢɥ Ⱦɸɪɤɝɟɣɦ, ɟɫɬɶ ɚɧɫɚɦɛɥɶ ɧɟɜɢɞɢɦɵɯ ɫɜɹɡɟɣ, ɬɟɯ ɫɚɦɵɯ, ɱɬɨ ɮɨɪɦɢɪɭɸɬ ɩɪɨɫɬɪɚɧ6ɫɬɜɨ ɩɨɡɢɰɢɣ, ɜɧɟɲɧɢɯ ɩɨ ɨɬɧɨɲɟɧɢɸ ɞɪɭɝ ɤ ɞɪɭɝɭ, ɨɩɪɟɞɟɥɟɧɧɵɯ ɨɞɧɢ ɱɟɪɟɡ ɞɪɭɝɢɟ, ɩɨ ɢɯ ɛɥɢɡɨɫɬɢ, ɫɨɫɟɞɫɬɜɭ ɢɥɢ ɩɨ ɞɢɫɬɚɧɰɢɢ ɦɟɠɞɭ ɧɢɦɢ, ɚ ɬɚɤɠɟ ɩɨ ɨɬɧɨɫɢɬɟɥɶɧɨɣ ɩɨɡɢɰɢɢ: ɫɜɟɪɯɭ, ɫɧɢɡɭ ɢɥɢ ɦɟɠɞɭ, ɩɨɫɪɟɞɢɧɟ" [Ȼɭɪɞɶɟ, 1994: ɫ. 185].]. ɋɨɨɬɜɟɬɫɬɜɟɧɧɨ, ɥɸɛɚɹ ɢɞɟɧɬɢɱɧɨɫɬɶ ɜ ɬɨɣ ɢɥɢ ɢɧɨɣ ɦɟɪɟ ɹɜɥɹɟɬɫɹ ɤɨɧɤɭɪɟɧɬɧɨɣ (competitive identity – ɋ. Ⱥɧɯɨɥɶɬ [Anholt, 2008]). Ʉɨɧɤɭɪɟɧɬɧɨɫɬɶ ɢɞɟɧɬɢɱɧɨɫɬɢ ɩɪɨɹɜɥɹɟɬɫɹ ɯɨɬɹ ɛɵ ɜ ɬɨɦ, ɱɬɨ ɨɧɚ, ɛɭɞɭɱɢ ɨɩɪɟɞɟɥɹɟɦɚ ɤɚɩɢɬɚɥɚɦɢ, ɫɚɦɚ ɹɜɥɹɟɬɫɹ ɪɟɫɭɪɫɨɦ, ɤɚɩɢɬɚɥɨɦ, ɚ ɡɧɚɱɢɬ, ɦɨɠɟɬ ɪɟɫɭɪɫɵ ɩɪɢɭɦɧɨɠɚɬɶ. Ʉɥɸɱɟɜɵɦ ɞɥɹ ɤɚɩɢɬɚɥɚ ɹɜɥɹɟɬɫɹ ɬɨ, ɱɬɨ ɨɧ ɨɛɹɡɚɧ ɛɵɬɶ ɜɨɫɩɪɢɧɢɦɚɟɦɵɦ ɜ

~ 77 ~ ɤɚɱɟɫɬɜɟ ɪɟɫɭɪɫɚ, ɬɨ ɟɫɬɶ ɛɵɬɶ ɫɢɦɜɨɥɢɱɟɫɤɢɦ – ɜ ɩɪɨɬɢɜɧɨɦ ɫɥɭɱɚɟ ɨɧ ɛɵ ɧɟ ɦɨɝ ɢɦɟɬɶ "ɯɨɠɞɟɧɢɟ", ɬɨ ɟɫɬɶ ɧɟ ɛɵɥ ɛɵ ɤɚɩɢɬɚɥɨɦ [Ȼɭɪɞɶɟ, 1993: ɫ. 57]. Ɉɞɧɨɣ ɢɡ ɧɚɢɛɨɥɟɟ ɱɟɬɤɨ ɢɥɥɸɫɬɪɢɪɭɸɳɢɯ ɞɚɧɧɨɟ ɩɨɥɨɠɟɧɢɟ ɮɨɪɦ ɤɚɩɢɬɚɥɚ ɦɨɠɧɨ ɫɱɢɬɚɬɶ ɢɦɹ. ɂɦɹ ɨɡɧɚɱɚɟɬ ɪɟɩɭɬɚɰɢɸ, "ɫɞɟɥɚɬɶ ɫɟɛɟ ɢɦɹ" ɨɡɧɚɱɚɟɬ ɫɨɡɞɚɬɶ ɨ ɫɟɛɟ ɭɫɬɨɣɱɢɜɨɟ ɦɧɟɧɢɟ. ȼɧɟ ɨɮɢɰɢɚɥɶɧɵɯ ɩɪɢɡɧɚɧɢɣ ɧɚɥɢɱɟɫɬɜɭɸɳɟɝɨ ɤɚɩɢɬɚɥɚ (ɞɢɩɥɨɦɵ, ɫɟɪɬɢɮɢɤɚɬɵ, ɞɨɥɠɧɨɫɬɢ ɢ ɬ.ɩ.) ɢɦɟɧɧɨ ɢɦɹ ɩɨɡɜɨɥɹɟɬ ɪɚɫɫɦɚɬɪɢɜɚɬɶ ɟɝɨ ɧɨɫɢɬɟɥɹ ɤɚɤ ɫɭɛɴɟɤɬɚ, ɨɬ ɤɨɬɨɪɨɝɨ ɦɨɠɧɨ ɨɠɢɞɚɬɶ ɨɩɪɟɞɟɥɟɧɧɨɝɨ ɩɨɜɟɞɟɧɢɹ; ɢɦɹ, ɩɨɷɬɨɦɭ, ɜɵɫɬɭɩɚɟɬ ɫɜɨɟɝɨ ɪɨɞɚ ɨɛɟɳɚɧɢɟɦ. ȿɫɥɢ ɢɦɟɸɳɟɟɫɹ ɢɦɹ ɩɪɢɧɨɫɢɬ ɟɝɨ ɧɨɫɢɬɟɥɸ ɠɟɥɚɟɦɵɣ ɪɟɡɭɥɶɬɚɬ, ɫɭɳɟɫɬɜɟɧɧɨɣ ɡɚɞɚɱɟɣ ɫɬɚɧɨɜɢɬɫɹ ɟɝɨ ɫɨɯɪɚɧɢɬɶ – ɨɩɪɚɜɞɚɬɶ ɨɠɢɞɚɧɢɹ, ɧɟ ɨɛɦɚɧɭɬɶ ɧɚɞɟɠɞɵ. ɉɨɩɵɬɤɢ ɠɟ "ɫɞɟɥɚɬɶ ɫɟɛɟ ɢɦɹ" ɜ ɞɚɧɧɨɦ ɤɨɧɬɟɤɫɬɟ ɨɤɚɡɵɜɚɸɬɫɹ ɛɨɥɟɟ ɱɟɦ ɭɦɟɫɬɧɵɦɢ. Ʉɨɧɫɬɪɭɢɪɨɜɚɧɢɟ ɢɞɟɧɬɢɱɧɨɫɬɢ ɜ ɦɚɪɤɟɬɢɧɝɨɜɨɣ ɞɟɹɬɟɥɶɧɨɫɬɢ [ɉɨɞ ɦɚɪɤɟɬɢɧɝɨɜɨɣ ɞɟɹɬɟɥɶɧɨɫɬɶɸ ɦɵ ɩɨɧɢɦɚɟɦ ɞɟɹɬɟɥɶɧɨɫɬɶ, ɧɚɩɪɚɜɥɟɧɧɭɸ ɧɚ ɫɨɡɞɚɧɢɟ ɜɨɫɩɪɢɧɢɦɚɟɦɵɯ ɤɨɧɤɭɪɟɧɬɧɵɯ ɩɪɟɢɦɭɳɟɫɬɜ ɩɪɨɞɭɤɬɚ (ɬɨɜɚɪɚ ɢɥɢ ɭɫɥɭɝɢ), ɚ ɡɧɚɱɢɬ ɨɩɢɪɚɸɳɭɸɫɹ ɧɚ ɢɧɬɟɪɩɪɟɬɚɰɢɸ ɪɟɚɥɶɧɨɫɬɢ ɤɚɤ ɪɵɧɤɚ, ɝɞɟ ɫɭɳɟɫɬɜɭɸɬ ɩɪɨɢɡɜɨɞɫɬɜɨ ɢ ɩɨɬɪɟɛɥɟɧɢɟ, ɫɩɪɨɫ ɢ ɩɪɟɞɥɨɠɟɧɢɟ, ɤɨɧɤɭɪɟɧɬɧɚɹ ɛɨɪɶɛɚ ɢ ɬ.ɞ. ȼ ɲɢɪɨɤɨɦ ɫɦɵɫɥɟ (ɨɫɨɛɟɧɧɨ ɢɦɟɹ ɜ ɜɢɞɭ ɢɞɟɢ ɂ. Ƚɨɮɦɚɧɚ [Ƚɨɮɦɚɧ, 2000]), ɩɪɚɤɬɢɱɟɫɤɢ ɥɸɛɚɹ ɫɨɰɢɚɥɶɧɚɹ ɩɪɚɤɬɢɤɚ ɦɨɠɟɬ ɫɱɢɬɚɬɶɫɹ ɦɚɪɤɟɬɢɧɝɨɜɨɣ ɞɟɹɬɟɥɶɧɨɫɬɶɸ, ɩɨɫɤɨɥɶɤɭ ɜ ɧɟɣ ɩɪɢɫɭɬɫɬɜɭɟɬ, ɨɫɧɨɜɚɧɧɨɟ ɧɚ ɩɪɟɞɫɬɚɜɥɟɧɢɢ ɨɛ ɨɤɪɭɠɚɸɳɟɣ ɪɟɚɥɶɧɨɫɬɢ, ɫɬɪɟɦɥɟɧɢɟ ɫɨɡɞɚɬɶ ɨ ɫɟɛɟ ɛɥɚɝɨɩɪɢɹɬɧɨɟ ɩɪɟɞɫɬɚɜɥɟɧɢɟ ɭ ɨɤɪɭɠɚɸɳɢɯ ɫ ɰɟɥɶɸ ɩɨɥɭɱɟɧɢɹ ɧɚɢɛɨɥɶɲɢɯ ɩɪɟɢɦɭɳɟɫɬɜ.] ɮɨɪɦɭɥɢɪɭɟɬɫɹ ɜ ɢɞɟɟ ɧɟɨɛɯɨɞɢɦɨɫɬɢ ɫɨɡɞɚɧɢɹ ɛɪɟɧɞɚ ɤɚɤ ɢɦɟɧɢ, ɪɟɩɭɬɚɰɢɢ, ɞɨɜɟɪɢɹ, ɚɫɫɨɰɢɢɪɭɟɦɵɯ ɫ ɨɛɨɡɧɚɱɟɧɢɟɦ ɨɩɪɟɞɟɥɟɧɧɨɣ ɬɨɪɝɨɜɨɣ ɦɚɪɤɢ ["Ȼɪɟɧɞ ɩɪɟɞɫɬɚɜɥɹɟɬ ɫɨɛɨɣ ɢɞɟɧɬɢɱɧɨɫɬɶ ɫɩɟɰɢɮɢɱɧɨɝɨ ɩɪɨɞɭɤɬɚ, ɭɫɥɭɝɢ ɢɥɢ ɛɢɡɧɟɫɚ" (Ⱦɟɜɢɞ Ⱥɚɤɟɪ, ɰɢɬ. ɩɨ: [Ȼɪɟɧɞ])]. Ɇɨɠɧɨ ɭɤɚɡɚɬɶ ɬɚɤɠɟ ɧɚ ɩɨɧɹɬɢɟ ɢɞɟɧɬɢɱɧɨɫɬɢ ɛɪɟɧɞɚ (brand identity) ɢ ɧɚ ɫɨɨɬɜɟɬɫɬɜɭɸɳɢɣ ɷɥɟɦɟɧɬ ɛɪɟɧɞɢɧɝɨɜɨɣ ɞɟɹɬɟɥɶɧɨɫɬɢ – "ɚɣɞɟɧɬɢɤɭ". ɂɞɟɧɬɢɱɧɨɫɬɶ ɛɪɟɧɞɚ ɟɫɬɶ ɬɨ, ɱɬɨ ɩɨɡɜɨɥɹɟɬ ɪɚɡɥɢɱɚɬɶ ɢ ɜɵɞɟɥɹɬɶ ɟɝɨ ɫɪɟɞɢ ɞɪɭɝɢɯ [ɂɞɟɧɬɢɱɧɨɫɬɶ ɛɪɟɧɞɚ]. ȼɚɠɧɨɫɬɶ ɛɪɟɧɞɚ ɨɩɪɟɞɟɥɹɟɬɫɹ ɬɟɦ, ɱɬɨ ɨɧ ɹɜɥɹɟɬɫɹ ɢɦɟɧɟɦ, ɜɥɢɹɸɳɢɦ ɧɚ ɩɨɜɟɞɟɧɢɟ ɩɨɬɪɟɛɢɬɟɥɟɣ ["Ȼɪɟɧɞ – ɢɦɹ, ɜɥɢɹɸɳɟɟ ɧɚ ɩɨɜɟɞɟɧɢɟ ɪɵɧɨɱɧɵɯ ɩɨɬɪɟɛɢɬɟɥɟɣ/ɩɨɤɭɩɚɬɟɥɟɣ (ɀɚɧ-ɇɨɷɥɶ Ʉɚɩɮɟɪɟɪ, ɩɪɨɮɟɫɫɨɪ ɋɬɪɚɬɟɝɢɢ ɦɚɪɤɟɬɢɧɝɚ ɜ ɒɤɨɥɟ ɦɟɧɟɞɠɦɟɧɬɚ HEC, Ɏɪɚɧɰɢɹ)" [Ȼɪɟɧɞ].], ɩɨɫɤɨɥɶɤɭ ɛɪɟɧɞ – ɷɬɨ ɧɟ ɬɨɥɶɤɨ ɬɨɪɝɨɜɚɹ ɦɚɪɤɚ ɤɚɤ ɧɚɡɜɚɧɢɟ ɞɥɹ ɨɩɪɟɞɟɥɟɧɧɨɝɨ ɬɨɜɚɪɚ ɢɥɢ ɭɫɥɭɝɢ, ɧɨ ɫɜɹɡɵɜɚɟɦɵɟ ɫ ɧɟɸ ɨɠɢɞɚɧɢɹ ɬɨɝɨ, ɱɬɨ ɩɪɟɞɩɨɥɚɝɚɟɦɵɣ ɬɨɜɚɪ ɢɥɢ ɭɫɥɭɝɚ ɭɞɨɜɥɟɬɜɨɪɹɸɬ ɨɩɪɟɞɟɥɟɧɧɵɟ ɩɨɬɪɟɛɧɨɫɬɢ ɧɚɢɥɭɱɲɢɦ ɨɛɪɚɡɨɦ. ɉɪɢ ɷɬɨɦ ɪɟɱɶ ɢɞɟɬ ɨɬɧɸɞɶ ɧɟ ɬɨɥɶɤɨ ɢ ɧɟ ɫɬɨɥɶɤɨ ɨ ɩɨɬɪɟɛɧɨɫɬɹɯ ɦɚɬɟɪɢɚɥɶɧɵɯ – ɢɡ ɧɚɛɨɪɚ ɮɭɧɤɰɢɨɧɚɥɶɧɨ ɪɚɜɧɨɡɧɚɱɧɵɯ ɬɨɜɚɪɨɜ ɢɥɢ ɭɫɥɭɝ ɥɸɞɢ ɜɵɛɢɪɚɸɬ ɬɟ ɢɡ ɧɢɯ, ɤɨɬɨɪɵɟ ɩɨɦɨɝɚɸɬ ɢɦ ɩɪɢɨɛɳɢɬɶɫɹ ɤ ɬɟɦ ɰɟɧɧɨɫɬɹɦ, ɤɨɬɨɪɵɟ ɨɧɢ ɫɱɢɬɚɸɬ ɜɚɠɧɵɦɢ ɞɥɹ ɫɟɛɹ – ɫɜɨɛɨɞɚ, ɛɨɝɚɬɫɬɜɨ, ɡɞɨɪɨɜɶɟ, ɫɟɦɶɹ, ɦɨɛɢɥɶɧɨɫɬɶ, ɫɨɜɪɟɦɟɧɧɨɫɬɶ, ɛɟɡɨɩɚɫɧɨɫɬɶ, ɧɚɞɟɠɧɨɫɬɶ ɢ ɬ.ɞ. ɂɦɟɧɧɨ ɠɟɥɚɧɢɟ ɥɸ-

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ǰ ǥ ǿ ǻ Ƕ Ǹ ǸȖȴȐȟȪȘȜȑȜ țȎȤȳȜțȎșȪțȜȑȜ ȡțȳȐȓȞȟȖȠȓȠȡ ȳȚȓțȳ ȀȎȞȎȟȎ ȆȓȐȥȓțȘȎ

ɞɟɣ ɩɪɢɨɛɳɢɬɶɫɹ ɤ ɧɟɦɚɬɟɪɢɚɥɶɧɵɦ ɰɟɧɧɨɫɬɹɦ ɨɬɤɪɵɜɚɟɬ ɜɨɡɦɨɠɧɨɫɬɶ ɩɨɥɭɱɚɬɶ ɞɨɩɨɥɧɢɬɟɥɶɧɭɸ ɩɪɢɛɵɥɶ ɨɬ ɪɟɚɥɢɡɚɰɢɢ ɬɨɜɚɪɨɜ ɢɥɢ ɭɫɥɭɝ, ɤɨɬɨɪɵɟ ɮɭɧɤɰɢɨɧɚɥɶɧɨ ɚɧɚɥɨɝɢɱɧɵ ɬɨɦɭ, ɱɬɨ ɩɪɟɞɥɚɝɚɟɬɫɹ ɤɨɧɤɭɪɟɧɬɚɦɢ [Ⱦɟɣɫɬɜɟɧɧɨɫɬɶ ɛɪɟɧɞɚ ɧɚ ɭɪɨɜɧɟ ɜɨɫɩɪɢɹɬɢɹ ɬɨɜɚɪɚ ɢɥɢ ɭɫɥɭɝɢ ɦɨɠɟɬ ɛɵɬɶ ɩɪɨɢɥɥɸɫɬɪɢɪɨɜɚɧɚ ɷɤɫɩɟɪɢɦɟɧɬɨɦ, ɨɩɭɛɥɢɤɨɜɚɧɧɨɦ ɜ ɀɭɪɧɚɥɟ ɢɫɫɥɟɞɨɜɚɧɢɣ ɩɨɬɪɟɛɢɬɟɥɟɣ ɜ 1990 ɝɨɞɭ [Hoyer W., Brown S., 1990]. Ɋɟɫɩɨɧɞɟɧɬɵ ɨɰɟɧɢɜɚɥɢ ɚɪɚɯɢɫɨɜɨɟ ɦɚɫɥɨ ɫ ɬɨɱɤɢ ɡɪɟɧɢɹ ɜɤɭɫɨɜɵɯ ɨɳɭɳɟɧɢɣ. ȼɧɚɱɚɥɟ, ɜ ɯɨɞɟ "ɫɥɟɩɨɝɨ" ɬɟɫɬɚ (ɤɨɝɞɚ ɬɨɪɝɨɜɵɟ ɦɚɪɤɢ ɧɟ ɛɵɥɢ ɭɤɚɡɚɧɵ) ɩɪɟɞɥɨɠɟɧɧɵɟ ɨɛɪɚɡɰɵ ɛɵɥɢ ɪɚɧɠɢɪɨɜɚɧɵ, ɩɪɢɱɟɦ ɨɞɢɧ ɢɡ ɨɛɪɚɡɰɨɜ ɜ 70 % ɫɥɭɱɚɟɜ ɛɵɥ ɨɰɟɧɟɧ ɤɚɤ ɥɭɱɲɢɣ ɩɨ ɤɚɱɟɫɬɜɭ. Ʉɨɝɞɚ ɨɞɧɨɦɭ ɢɡ ɯɭɞɲɢɯ ɩɨ ɤɚɱɟɫɬɜɭ ɨɛɪɚɡɰɨɜ ɛɵɥɚ ɩɪɢɩɢɫɚɧɚ ɡɧɚɤɨɦɚɹ ɬɨɪɝɨɜɚɹ ɦɚɪɤɚ, ɪɟɫɩɨɧɞɟɧɬɵ ɜ 73 % ɫɥɭɱɚɟɜ ɨɬɞɚɥɢ ɩɪɟɞɩɨɱɬɟɧɢɟ ɢɦɟɧɧɨ ɟɦɭ – ɪɟɫɩɨɧɞɟɧɬɚɦ ɩɨɤɚɡɚɥɨɫɶ, ɱɬɨ ɨɧɨ ɛɵɥɨ ɜɤɭɫɧɟɟ. ɇɟɭɞɢɜɢɬɟɥɶɧɨ, ɱɬɨ ɜ ɦɚɫɲɬɚɛɚɯ ɬɪɚɧɫɧɚɰɢɨɧɚɥɶɧɵɯ ɤɨɪɩɨɪɚɰɢɣ ɫɬɨɢɦɨɫɬɶ ɛɪɟɧɞɨɜ ɢɫɱɢɫɥɹɟɬɫɹ ɦɢɥɥɢɚɪɞɚɦɢ ɞɨɥɥɚɪɨɜ, ɚ ɜ ɢɯ ɪɚɡɪɚɛɨɬɤɭ ɢ ɩɨɞɞɟɪɠɚɧɢɟ ɜɤɥɚɞɵɜɚɸɬɫɹ ɨɝɪɨɦɧɵɟ ɫɪɟɞɫɬɜɚ. ȼ 2010 ɝɨɞɭ ɫɚɦɵɦɢ ɞɨɪɨɝɢɦɢ ɛɪɟɧɞɚɦɢ ɩɨ ɨɰɟɧɤɟ ɤɨɦɩɚɧɢɢ Interbrand ɹɜɥɹɥɢɫɶ Coca-ɋola ($70,452 ɦɥɪɞ), IBM ($64,727 ɦɥɪɞ), Microsoft ($60,895 ɦɥɪɞ), Google ($47,8 ɦɥɪɞ) ɢ General Electric ($42,808 ɦɥɪɞ) [ȼɵɲɟɥ].]. ȼ ɩɨɫɥɟɞɧɟɟ ɜɪɟɦɹ ɜɫɟ ɛɨɥɟɟ ɩɨɩɭɥɹɪɧɨɣ ɫɬɚɧɨɜɢɬɫɹ ɬɟɦɚ ɛɪɟɧɞɢɧɝɚ (ɤɨɧɫɬɪɭɢɪɨɜɚɧɢɟ "ɢɦɟɧɢ", ɪɟɩɭɬɚɰɢɢ, ɞɨɜɟɪɢɹ), ɢɥɢ – ɦɚɪɤɟɬɢɧɝɚ ɬɟɪɪɢɬɨɪɢɣ – ɫɬɪɚɧ, ɪɟɝɢɨɧɨɜ, ɝɨɪɨɞɨɜ. ȼ ɩɨɞɬɜɟɪɠɞɟɧɢɟ ɷɬɨɝɨ ɦɨɠɧɨ ɩɪɢɜɟɫɬɢ ɬɨɬ ɮɚɤɬ, ɱɬɨ ɜɫɟ ɱɚɳɟ ɩɨɹɜɥɹɸɬɫɹ ɤɧɢɝɢ, ɩɨɫɜɹɳɟɧɧɵɟ ɦɚɪɤɟɬɢɧɝɭ ɦɟɫɬ ɢ ɬɟɪɪɢɬɨɪɢɣ – ɯɨɪɨɲɢɣ ɨɛɡɨɪ ɥɢɬɟɪɚɬɭɪɵ ɩɪɟɞɫɬɚɜɥɟɧ ɜ ɫɬɚɬɶɟ ȼ. ɋɨɥɨɞɤɨɝɨ "ɂɫɬɨɪɢɹ ɩɪɨɞɜɢɠɟɧɢɹ ɫɬɪɚɧ, ɪɟɝɢɨɧɨɜ, ɝɨɪɨɞɨɜ" [ɋɨɥɨɞɤɢɣ]. ɋ ɧɟɞɚɜɧɢɯ ɩɨɪ ɜ ɢɡɞɚɬɟɥɶɫɬɜɟ Palgrave Macmillan ɜɵɯɨɞɢɬ ɟɠɟɤɜɚɪɬɚɥɶɧɵɣ ɠɭɪɧɚɥ "Ȼɪɟɧɞɢɧɝ ɦɟɫɬɚ ɢ ɩɭɛɥɢɱɧɚɹ ɞɢɩɥɨɦɚɬɢɹ" (Place Branding and Public Diplomacy), ɩɨɫɜɹɳɟɧɧɵɣ ɛɪɟɧɞɢɧɝɭ ɢ ɦɚɪɤɟɬɢɧɝɭ, ɩɪɨɜɨɞɢɦɵɦ ɜ ɰɟɥɹɯ ɧɚɰɢɨɧɚɥɶɧɨɝɨ, ɪɟɝɢɨɧɚɥɶɧɨɝɨ ɢ ɝɪɚɠɞɚɧɫɤɨɝɨ ɪɚɡɜɢɬɢɹ [Place Branding]. ɉɪɨɯɨɞɹɬ ɦɧɨɝɨɱɢɫɥɟɧɧɵɟ ɫɨɛɵɬɢɹ, ɫɜɹɡɚɧɧɵɟ ɫ ɦɚɪɤɟɬɢɧɝɨɦ ɝɨɪɨɞɨɜ [Ɇɚɪɤɟɬɢɧɝ ɢ ɛɪɟɧɞɢɧɝ], ɨɞɢɧ ɢɡ ɩɨɫɥɟɞɧɢɯ ɩɪɢɦɟɪɨɜ – ȼɬɨɪɚɹ ɦɟɠɞɭɧɚɪɨɞɧɚɹ ɤɨɧɮɟɪɟɧɰɢɹ ɩɨ ɦɚɪɤɟɬɢɧɝɭ ɦɟɫɬ "Ȼɪɟɧɞɢɧɝ ɝɨɪɨɞɚ: ɉɨɢɫɤ ɢɞɟɧɬɢɱɧɨɫɬɢ ɦɟɫɬɚ" ("City Branding: The Search for place identity", Ȼɨɝɨɬɚ, Ʉɨɥɭɦɛɢɹ, 20-22 ɹɧɜɚɪɹ 2011) [ȼɢɡɝɚɥɨɜ]. ȼɚɠɧɨɫɬɶ ɬɟɪɪɢɬɨɪɢɚɥɶɧɵɯ ɛɪɟɧɞɨɜ ɨɩɪɟɞɟɥɹɟɬɫɹ ɬɟɦ, ɱɬɨ, ɩɪɟɞɩɨɱɬɟɧɢɟ ɜ ɜɵɛɨɪɟ ɬɨɝɨ ɢɥɢ ɢɧɨɝɨ ɦɟɫɬɚ ɞɥɹ ɪɟɚɥɢɡɚɰɢɢ ɢɧɬɟɪɟɫɨɜ ɨɩɪɟɞɟɥɹɟɬɫɹ ɨɬɧɸɞɶ ɧɟ ɬɨɥɶɤɨ ɨɛɴɟɤɬɢɜɧɵɦɢ ɜɨɡɦɨɠɧɨɫɬɹɦɢ, ɩɪɟɞɨɫɬɚɜɥɹɟɦɵɦɢ ɢɦ, ɧɨ ɢ ɫɢɫɬɟɦɨɣ ɩɪɟɞɫɬɚɜɥɟɧɢɣ ɨ ɧɟɦ. Ɍɨ ɟɫɬɶ ɥɸɛɨɟ ɦɟɫɬɨ ɢɦɟɟɬ ɫɜɨɸ ɩɨɡɢɰɢɸ, ɤɚɤ ɜ ɫɬɪɭɤɬɭɪɟ ɪɚɫɩɪɟɞɟɥɟɧɢɹ ɨɛɴɟɤɬɢɜɧɵɯ ɪɟɫɭɪɫɨɜ, ɬɚɤ ɢ ɜ ɫɢɦɜɨɥɢɱɟɫɤɨɦ ɩɪɨɫɬɪɚɧɫɬɜɟ "ɦɟɫɬ", ɝɞɟ ɫɬɪɚɧɵ, ɪɟɝɢɨɧɵ, ɝɨɪɨɞɚ ɢɦɟɸɬ ɫɨɛɫɬɜɟɧɧɵɟ ɫɢɦɜɨɥɢɱɟɫɤɢɟ ɡɧɚɱɟɧɢɹ ɢ ɢɧɬɟɪɩɪɟɬɚɰɢɢ [Ɍɚɤ, ɧɚɩɪɢɦɟɪ, ɞɨɫɬɚɬɨɱɧɨ ɜɫɩɨɦɧɢɬɶ ɬɪɚɤɬɨɜɤɢ ɋɋɋɊ – ɨɬ ɨɞɧɨɣ ɲɟɫɬɨɣ ɱɚɫɬɢ ɫɭɲɢ, ɫɬɪɚɧɵ, ɝɞɟ ɦɧɨɝɨ "ɥɟɫɨɜ, ɩɨɥɟɣ ɢ ɪɟɤ" ɢ ɬ.ɞ. ɞɨ "ɢɦɩɟɪɢɢ ɡɥɚ", ɞɢɫɤɭɫɫɢɢ ɨɬɧɨɫɢɬɟɥɶɧɨ ɍɤɪɚɢɧɵ – ɤɨɬɨ-

ɪɚɹ, ɩɨɯɨɠɟ, ɜɩɨɥɧɟ "ɧɟ Ɋɨɫɫɢɹ", ɧɨ ɧɟ ɜɩɨɥɧɟ ȿɜɪɨɩɚ, ɫɬɚɪɵɟ ɩɪɨɬɢɜɨɫɬɨɹɧɢɹ ɡɚɩɚɞɧɢɤɨɜ ɢ ɫɥɚɜɹɧɨɮɢɥɨɜ ɜ ɬɪɚɤɬɨɜɤɟ Ɋɨɫɫɢɢ ɢ ɬ.ɩ. Ⱦɨɜɨɥɶɧɨ ɭɫɬɨɣɱɢɜɵɟ ɚɫɫɨɰɢɚɰɢɢ ɜɨɡɧɢɤɚɸɬ ɩɪɢ ɭɩɨɦɢɧɚɧɢɢ "ȿɜɪɨɩɵ" ɢɥɢ "Ⱥɡɢɢ", "Ȼɥɢɠɧɟɝɨ ȼɨɫɬɨɤɚ" ɢɥɢ "Ʌɚɬɢɧɫɤɨɣ Ⱥɦɟɪɢɤɢ", "Ɋɨɫɫɢɢ", "Ɏɪɚɧɰɢɢ" ɢɥɢ "ɋɟɜɟɪɧɨɣ Ʉɨɪɟɢ" ɢ ɬ.ɞ. Ɇɵ ɥɟɝɤɨ ɫɤɚɠɟɦ, ɤɭɞɚ ɛɟɫɫɦɵɫɥɟɧɧɨ ɟɯɚɬɶ ɫɨ ɫɜɨɢɦ ɫɚɦɨɜɚɪɨɦ, ɤɚɤɨɣ ɝɨɪɨɞ ɫɱɢɬɚɟɬɫɹ "ɦɚɬɟɪɶɸ ɝɨɪɨɞɨɜ ɪɭɫɫɤɢɯ", ɚ ɤɚɤɨɣ – "ɝɨɪɨɞɨɦ ɬɪɟɯ ɪɟɜɨɥɸɰɢɣ", ɤɚɤɨɣ – "ɫɬɨɥɢɰɟɣ ɸɦɨɪɚ", ɚ ɤɚɤɨɣ – "ɝɨɪɨɞɨɦ ɧɟɜɟɫɬ". ɉɨɞɨɛɧɵɟ ɩɪɟɞɫɬɚɜɥɟɧɢɹ ɨɩɪɟɞɟɥɹɸɬ, ɤɭɞɚ (ɩɨɬɪɟɛɢɬɟɥɸ) ɯɨɬɟɥɨɫɶ ɛɵ ɫɴɟɡɞɢɬɶ, ɤɭɞɚ ɜɥɨɠɢɬɶ ɞɟɧɶɝɢ ɢɥɢ ɝɞɟ ɯɨɬɟɥɨɫɶ ɛɵ ɠɢɬɶ ɢ ɬ.ɞ., ɩɨɫɤɨɥɶɤɭ "ɩɪɢɨɛɳɟɧɢɟ" ɤ ɝɨɪɨɞɭ ɢɥɢ ɬɟɪɪɢɬɨɪɢɢ (ɩɨɬɪɟɛɥɟɧɢɟ) ɨɡɧɚɱɚɟɬ ɩɪɢɨɛɳɟɧɢɟ ɤ ɬɨɣ ɰɟɧɧɨɫɬɢ, ɤɨɬɨɪɚɹ ɫɜɹɡɵɜɚɟɬɫɹ ɫ ɢɯ ɨɛɪɚɡɨɦ. Ɋɚɡɭɦɟɟɬɫɹ, ɠɟɥɚɧɢɟ ɩɪɢɨɛɳɟɧɢɹ ɡɞɟɫɶ ɬɟɦ ɫɢɥɶɧɟɟ, ɱɟɦ ɛɨɥɟɟ ɜɚɠɧɚ ɩɪɟɞɥɚɝɚɟɦɚɹ ɰɟɧɧɨɫɬɶ ɞɥɹ "ɩɨɬɪɟɛɢɬɟɥɹ", ɢ ɱɟɦ ɫɢɥɶɧɟɟ ɢɦɟɧɧɨ ɷɬɚ ɰɟɧɧɨɫɬɶ ɫɜɹɡɵɜɚɟɬɫɹ ɢɦɟɧɧɨ ɫ ɷɬɢɦ ɝɨɪɨɞɨɦ ɢɥɢ ɬɟɪɪɢɬɨɪɢɟɣ.]. ɍɱɢɬɵɜɚɹ ɫɨɨɬɧɨɫɢɬɟɥɶɧɨɫɬɶ ɬɟɪɪɢɬɨɪɢɣ ɤɚɤ ɜ ɝɟɨɝɪɚɮɢɱɟɫɤɨɦ, ɬɚɤ ɢ ɜ ɫɢɦɜɨɥɢɱɟɫɤɨɦ ɩɪɨɫɬɪɚɧɫɬɜɟ, ɦɨɠɧɨ ɫɤɚɡɚɬɶ, ɱɬɨ ɨɧɢ: x ɡɚɧɢɦɚɸɬ ɪɚɡɥɢɱɧɨɟ (ɧɟ ɪɚɜɧɨɟ) ɩɨɥɨɠɟɧɢɟ ɜ ɫɢɫɬɟɦɟ ɪɚɫɩɪɟɞɟɥɟɧɢɹ ɨɛɴɟɤɬɢɜɧɵɯ ɪɟɫɭɪɫɨɜ, x ɪɚɡɥɢɱɚɸɬɫɹ ɫɢɦɜɨɥɢɱɟɫɤɢɦɢ ɪɟɫɭɪɫɚɦɢ (ɩɪɢɩɢɫɵɜɚɟɦɨɣ ɰɟɧɧɨɫɬɶɸ ɜ ɬɨɦ ɢɥɢ ɢɧɨɦ ɨɬɧɨɲɟɧɢɢ, ɱɬɨ ɬɚɤɠɟ ɹɜɥɹɟɬɫɹ ɤɚɩɢɬɚɥɨɦ) [ȿɫɬɟɫɬɜɟɧɧɨ, ɜ ɫɨɡɞɚɧɢɢ ɬɟɪɪɢɬɨɪɢɚɥɶɧɵɯ ɛɪɟɧɞɨɜ ɡɚɢɧɬɟɪɟɫɨɜɚɧɵ ɜ ɩɟɪɜɭɸ ɨɱɟɪɟɞɶ ɤɨɦɦɟɪɱɟɫɤɢɟ ɤɨɦɩɚɧɢɢ, ɚ ɦɟɫɬɧɵɟ ɜɥɚɫɬɢ, ɜ ɫɜɨɸ ɨɱɟɪɟɞɶ, ɡɚɢɧɬɟɪɟɫɨɜɚɧɵ ɜ ɩɪɨɰɜɟɬɚɧɢɢ ɦɟɫɬɧɵɯ ɤɨɦɩɚɧɢɣ. ɋɨɡɞɚɜɚɹ ɢ "ɪɚɫɤɪɭɱɢɜɚɹ" ɫɜɨɣ ɛɪɟɧɞ, ɤɨɦɩɚɧɢɢ ɡɚɨɞɧɨ ɪɚɫɤɪɭɱɢɜɚɸɬ ɢ ɛɪɟɧɞ ɬɟɪɪɢɬɨɪɢɢ. Ʉɨɝɞɚ ɬɟɪɪɢɬɨɪɢɹ ɨɛɥɚɞɚɟɬ ɧɚɛɨɪɨɦ "ɩɪɢɜɹɡɚɧɧɵɯ" ɛɪɟɧɞɨɜ, "ɨɧɢ ɨɛɨɛɳɚɸɬɫɹ ɢ ɫɬɚɧɨɜɹɬɫɹ ɭɠɟ ɜɵɪɚɡɢɬɟɥɹɦɢ ɨɩɪɟɞɟɥɟɧɧɵɯ ɰɟɧɧɨɫɬɟɣ, ɤɨɬɨɪɵɟ ɟɳɟ ɛɨɥɶɲɟ ɭɫɢɥɢɜɚɸɬ ɷɬɢ ɛɪɟɧɞɵ ɢ ɞɚɥɶɲɟ ɪɚɫɩɪɨɫɬɪɚɧɹɸɬɫɹ ɧɚ ɲɢɪɨɤɢɣ ɤɪɭɝ ɢɧɵɯ ɬɨɜɚɪɨɜ: ɮɪɚɧɰɭɡɫɤɢɟ ɜɢɧɚ ɩɥɸɫ ɮɪɚɧɰɭɡɫɤɚɹ ɦɨɞɚ ɩɥɸɫ ɮɪɚɧɰɭɡɫɤɢɟ ɠɟɧɳɢɧɵ – ɜɫɟ ɷɬɨ ɫɬɚɧɨɜɢɬɫɹ ɢɩɨɫɬɚɫɹɦɢ ɰɟɧɧɨɫɬɢ ɜɤɭɫɚ, ɨɬɛɥɟɫɤ ɤɨɬɨɪɨɣ ɦɵ ɜɢɞɢɦ ɜɨ ɜɫɟɦ, ɱɬɨ "ɫɞɟɥɚɧɨ ɜɨ Ɏɪɚɧɰɢɢ" [Ʉɨɲɟɥɸɤ].], x ɤɨɧɤɭɪɢɪɭɸɬ ɦɟɠɞɭ ɫɨɛɨɣ ɡɚ ɫɢɦɜɨɥɢɱɟɫɤɢɟ ɪɟɫɭɪɫɵ ɫ ɰɟɥɶɸ ɩɨɥɭɱɟɧɢɹ ɨɛɴɟɤɬɢɜɧɵɯ ɜɵɝɨɞ, x ɜɵɧɭɠɞɟɧɵ ɩɪɟɞɩɪɢɧɢɦɚɬɶ (ɦɚɪɤɟɬɢɧɝɨɜɵɟ) ɞɟɣɫɬɜɢɹ ɩɨ ɫɨɡɞɚɧɢɸ ɛɥɚɝɨɩɪɢɹɬɧɵɯ ɩɪɟɞɫɬɚɜɥɟɧɢɣ ɨ ɫɟɛɟ – ɩɨ ɫɨɡɞɚɧɢɸ ɛɪɟɧɞɚ ɤɚɤ ɱɟɬɤɨɝɨ ɢ ɭɫɬɨɣɱɢɜɨɝɨ ɩɪɟɞɫɬɚɜɥɟɧɢɹ, ɮɢɤɫɢɪɭɸɳɟɝɨ ɨɬɥɢɱɢɬɟɥɶɧɨɫɬɶ ɦɟɫɬɚ ɢ ɟɝɨ ɤɨɧɤɭɪɟɧɬɧɵɟ ɩɪɟɢɦɭɳɟɫɬɜɚ. ɋɤɚɡɚɧɧɨɟ ɩɪɢɦɟɧɢɦɨ, ɜ ɱɚɫɬɧɨɫɬɢ, ɢ ɜ ɨɬɧɨɲɟɧɢɢ ɝɨɪɨɞɨɜ. ȼɨɫɩɪɢɹɬɢɟ ɝɨɪɨɞɚ – ɟɝɨ ɨɫɨɛɟɧɧɨɫɬɟɣ ɢɥɢ ɭɧɢɤɚɥɶɧɨɫɬɢ (ɢɞɟɧɬɢɱɧɨɫɬɶ) ɹɜɥɹɟɬɫɹ ɜɚɠɧɵɦ ɪɟɫɭɪɫɨɦ [ɋɬɨɥɢɰɚ vs ɨɛɵɱɧɵɣ ɝɨɪɨɞ, ɬɨɪɝɨɜɵɣ vs ɩɪɨɦɵɲɥɟɧɧɵɣ, ɧɨɜɵɣ vs ɫɬɚɪɵɣ, "Ɂɚɩɚɞɧɵɣ" vs "ȼɨɫɬɨɱɧɵɣ" ɢ ɬ.ɞ. Ɍɚɤɨɟ ɜɢɞɟɧɢɟ ɩɨɞɪɚɡɭɦɟɜɚɟɬ, ɱɬɨ ɨɩɪɟɞɟɥɟɧɧɚɹ ɞɟɹɬɟɥɶɧɨɫɬɶ ɜ ɷɬɨɦ ɝɨɪɨɞɟ ɢɦɟɟɬ ɛɨɥɶɲɢɟ ɢɥɢ ɦɟɧɶɲɢɟ ɲɚɧɫɵ ɞɥɹ ɨɫɭɳɟɫɬɜɥɟɧɢɹ ɩɨ ɨɬɧɨɲɟɧɢɸ ɤ ɨɫɬɚɥɶɧɵɦ ɜɢɞɚɦ ɞɟɹɬɟɥɶɧɨɫɬɢ ɢ ɩɨ ɨɬɧɨɲɟɧɢɸ ɤ ɞɪɭɝɢɦ ɝɨɪɨɞɚɦ, ɱɬɨ ɨɩɪɟɞɟɥɹɟɬɫɹ ɫɥɨɠɢɜɲɢɦɫɹ ɪɚɫɩɪɟɞɟɥɟɧɢɟɦ ɪɟɫɭɪɫɨɜ ɦɟɠɞɭ ɝɨɪɨɞɚɦɢ.]. Ⱥ ɟɝɨ (ɜɨɫɩɪɢɹɬɢɹ) ɤɨɧɫɬɪɭɢɪɨɜɚɧɢɟ (ɤɨɧɫɬɪɭɢɪɨɜɚɧɢɟ ɢɞɟɧɬɢɱɧɨɫɬɢ ɝɨɪɨɞɚ = ɛɪɟɧɞɢɧɝ) – ɨɞɧɚ ɢɡ ɜɚɠɧɵɯ ɫɨɰɢɚɥɶɧɨ-ɩɪɚɤɬɢɱɟɫɤɢɯ

ǿǼȄǥǼǹǼDZǥȍ. 3/2012

ɡɚɞɚɱ, ɩɨɫɤɨɥɶɤɭ ɛɪɟɧɞ ɤɚɤ ɩɪɟɞɫɬɚɜɥɟɧɢɟ ɨ ɝɨɪɨɞɟ ɟɫɬɶ ɜɫɟɝɞɚ, ɜɨɩɪɨɫ ɥɢɲɶ ɜ ɬɨɦ, ɧɚɫɤɨɥɶɤɨ ɨɧ ɭɞɨɜɥɟɬɜɨɪɢɬɟɥɟɧ ɞɥɹ ɫɚɦɨɝɨ ɝɨɪɨɞɚ ɢ ɤɬɨ ɢɦ ɭɩɪɚɜɥɹɟɬ. [Ⱦɥɹ ɫɨɰɢɨɥɨɝɢɢ ɧɟɦɚɥɨɜɚɠɧɵɦ ɛɭɞɟɬ ɬɚɤɠɟ ɬɨ, ɱɬɨ ɢɞɟɧɬɢɱɧɨɫɬɶ ɝɨɪɨɞɚ ɦɨɠɟɬ ɜɵɫɬɭɩɚɬɶ ɟɳɟ ɢ ɜ ɤɚɱɟɫɬɜɟ ɪɟɫɭɪɫɚ ɞɥɹ ɦɨɛɢɥɢɡɚɰɢɢ ɟɝɨ ɝɪɚɠɞɚɧ. Ɍɚɤ, ɧɚɩɪɢɦɟɪ, ɟɳɟ Ɇ. ȼɟɛɟɪ, ɩɪɨɬɢɜɨɩɨɫɬɚɜɥɹɹ Ɂɚɩɚɞɧɵɣ ɝɨɪɨɞ ȼɨɫɬɨɱɧɨɦɭ, ɭɬɜɟɪɠɞɚɥ, ɱɬɨ ɜ Ɂɚɩɚɞɧɨɦ ɝɨɪɨɞɟ ɧɚɫɟɥɟɧɢɟ ɝɨɪɨɞɚ ɫɨɫɬɚɜɥɹɟɬ ɫɨɛɨɣ ɨɬɞɟɥɶɧɭɸ ɨɛɳɧɨɫɬɶ ɝɪɚɠɞɚɧ, ɨɫɨɡɧɚɸɳɢɯ ɫɜɨɟ ɟɞɢɧɫɬɜɨ ɢ ɫɨɛɫɬɜɟɧɧɵɟ ɢɧɬɟɪɟɫɵ, ɜ ɬɨ ɜɪɟɦɹ ɤɚɤ ɜ ȼɨɫɬɨɱɧɨɦ ɝɨɪɨɞɟ ɬɚɤɚɹ ɨɛɳɧɨɫɬɶ ɨɬɫɭɬɫɬɜɭɟɬ [ȼɟɛɟɪ, 1994]. ȼ ɞɚɧɧɨɦ ɫɥɭɱɚɟ ɦɨɠɧɨ ɝɨɜɨɪɢɬɶ ɨ ɬɨɦ, ɱɬɨ ɩɪɟɞɫɬɚɜɥɟɧɢɟ ɨ ɫɩɟɰɢɮɢɤɟ ɝɨɪɨɞɚ (ɢɞɟɧɬɢɱɧɨɫɬɶ ɝɨɪɨɞɚ) ɹɜɥɹɟɬɫɹ ɨɫɧɨɜɚɧɢɟɦ ɞɥɹ ɩɟɪɟɠɢɜɚɧɢɹ ɩɪɢɧɚɞɥɟɠɧɨɫɬɢ ɤ ɝɨɪɨɞɭ (ɝɨɪɨɞɫɤɚɹ ɢɞɟɧɬɢɱɧɨɫɬɶ). Ⱦɪɭɝɢɦɢ ɫɥɨɜɚɦɢ, "ɢɞɟɧɬɢɱɧɨɫɬɶ ɝɨɪɨɞɚ" ɨɬɜɟɱɚɟɬ ɧɚ ɜɨɩɪɨɫ, ɤɚɤɨɜ ɷɬɨɬ ɝɨɪɨɞ ɜ ɫɪɚɜɧɟɧɢɢ ɫ ɞɪɭɝɢɦɢ, ɚ "ɝɨɪɨɞɫɤɚɹ ɢɞɟɧɬɢɱɧɨɫɬɶ" – ɧɚ ɜɨɩɪɨɫ, ɤɚɤ ɹ ɫɟɛɹ ɨɳɭɳɚɸ ɜ ɤɚɱɟɫɬɜɟ ɟɝɨ ɠɢɬɟɥɹ. Ɍɚɤɢɦ ɨɛɪɚɡɨɦ, ɤɨɧɫɬɪɭɢɪɨɜɚɧɢɟ ɛɪɟɧɞɚ ɝɨɪɨɞɚ ɨɤɚɡɵɜɚɟɬɫɹ ɜɚɠɧɵɦ ɜ ɬɨɦ ɱɢɫɥɟ ɫ ɬɨɱɤɢ ɡɪɟɧɢɹ ɮɨɪɦɢɪɨɜɚɧɢɹ ɝɨɪɨɞɫɤɨɣ ɢɞɟɧɬɢɱɧɨɫɬɢ.] Ɍɚɤɢɦ ɨɛɪɚɡɨɦ, ɩɨɞ ɢɞɟɧɬɢɱɧɨɫɬɶɸ ɝɨɪɨɞɚ ɦɵ ɩɨɧɢɦɚɟɦ ɟɝɨ ɜɨɫɩɪɢɧɢɦɚɟɦɭɸ ɫɩɟɰɢɮɢɤɭ – ɫɨɜɨɤɭɩɧɨɫɬɶ ɩɪɟɞɫɬɚɜɥɟɧɢɣ ɨ ɬɨɦ, ɤɚɤɨɜ ɬɨɬ ɢɥɢ ɢɧɨɣ ɝɨɪɨɞ, ɢ ɱɟɦ ɨɧ ɨɬɥɢɱɚɟɬɫɹ ɨɬ ɞɪɭɝɢɯ [Ʉɚɤ ɜɨɫɩɪɢɧɢɦɚɸɬɫɹ ɩɪɟɞɥɚɝɚɟɦɵɟ ɢɦ ɜɨɡɦɨɠɧɨɫɬɢ, ɟɝɨ ɦɟɫɬɨ ɫɪɟɞɢ ɞɪɭɝɢɯ ɝɨɪɨɞɨɜ ɜ ɬɨɦ ɢɥɢ ɢɧɨɦ ɨɬɧɨɲɟɧɢɢ, ɤɚɤɢɟ ɡɧɚɱɟɧɢɹ ɚɫɫɨɰɢɢɪɭɸɬɫɹ ɫ ɧɢɦ ɢ ɬ.ɞ.]. Ɋɚɫɫɦɨɬɪɟɧɢɟ ɢɞɟɧɬɢɱɧɨɫɬɢ ɤɚɤ ɛɪɟɧɞɚ ɨɡɧɚɱɚɟɬ ɚɤɰɟɧɬɢɪɨɜɚɧɢɟ ɜɧɢɦɚɧɢɹ ɧɚ ɬɨɦ, ɱɬɨ ɢɞɟɧɬɢɱɧɨɫɬɶ 1) ɹɜɥɹɟɬɫɹ ɪɟɫɭɪɫɨɦ ɢ 2) ɩɨɞɥɟɠɢɬ ɭɩɪɚɜɥɟɧɢɸ (ɜ ɫɦɵɫɥɟ ɜɨɡɦɨɠɧɨɫɬɢ, ɚ ɧɟ ɞɨɥɠɟɧɫɬɜɨɜɚɧɢɹ). ɉɪɚɤɬɢɤɚ ɩɨɫɬɪɨɟɧɢɹ ɛɪɟɧɞɨɜ ɝɨɪɨɞɨɜ ɩɨɡɜɨɥɹɟɬ ɞɟɥɚɬɶ ɧɟɤɨɬɨɪɵɟ ɨɛɨɛɳɟɧɢɹ ɜ ɨɬɧɨɲɟɧɢɢ ɬɢɩɢɱɧɵɯ ɨɲɢɛɨɤ ɢ ɤɨɧɫɬɪɭɤɬɢɜɧɨɝɨ ɩɨɬɟɧɰɢɚɥɚ ɫɨɰɢɨɥɨɝɢɱɟɫɤɨɝɨ ɫɨɩɪɨɜɨɠɞɟɧɢɹ ɛɪɟɧɞɢɧɝɚ. Ɇɨɠɧɨ ɩɪɢɜɟɫɬɢ ɧɟɦɚɥɨ ɩɪɢɦɟɪɨɜ ɚɤɬɢɜɧɨɫɬɢ ɩɨ ɫɨɡɞɚɧɢɸ ɢ ɩɪɨɞɜɢɠɟɧɢɸ ɝɨɪɨɞɫɤɢɯ ɛɪɟɧɞɨɜ. Ɉɞɧɢɦ ɢɡ ɧɚɢɛɨɥɟɟ ɢɡɜɟɫɬɧɵɯ ɛɪɟɧɞɨɜ ɝɨɪɨɞɚ ɹɜɥɹɟɬɫɹ ɛɪɟɧɞ ɇɶɸ-Ƀɨɪɤɚ – ɩɨɫɬɪɨɟɧɧɵɣ ɜɨɤɪɭɝ ɫɨɡɞɚɧɧɨɝɨ ɜ 1970 ɝɨɞɭ ɚɦɟɪɢɤɚɧɫɤɢɦ ɞɢɡɚɣɧɟɪɨɦ Ɇɢɥɬɨɧɨɦ Ƚɥɷɣɡɟɪɨɦ ɥɨɝɨɬɢɩɚ "I love NY". [ɋɟɣɱɚɫ ɩɪɟɞɥɚɝɚɟɬɫɹ ɧɨɜɵɣ ɥɨɝɨɬɢɩ, ɤɨɬɨɪɵɣ ɜ ɨɮɢɰɢɚɥɶɧɨɦ ɩɪɟɫɫ-ɪɟɥɢɡɟ ɚɝɟɧɬɫɬɜɚ "Wolf Olins" ɨɩɢɫɵɜɚɟɬɫɹ ɫɥɟɞɭɸɳɢɦ ɨɛɪɚɡɨɦ: "Ʌɨɝɨɬɢɩ ɇɶɸ-Ƀɨɪɤɚ – ɨɤɧɨ ɜ ɛɟɫɤɨɧɟɱɧɵɟ ɜɨɡɦɨɠɧɨɫɬɢ ɫɚɦɨɜɵɪɚɠɟɧɢɹ. Ɇɵ ɫɨɡɞɚɥɢ ɝɪɚɮɢɱɟɫɤɢɣ ɡɧɚɤ ɫ ɭɡɧɚɜɚɟɦɨɣ ɮɨɪɦɨɣ, ɧɨ ɩɪɟɞɨɫɬɚɜɢɥɢ ɜɨɡɦɨɠɧɨɫɬɶ ɫɚɦɢɦ ɠɢɬɟɥɹɦ ɝɨɪɨɞɚ ɦɟɧɹɬɶ ɟɝɨ ɫɨɞɟɪɠɚɧɢɟ. Ɍɟɩɟɪɶ ɥɨɝɨɬɢɩ ɦɨɠɟɬ ɫɬɚɬɶ ɫɢɦɜɨɥɨɦ ɥɸɛɨɣ ɩɪɨɮɟɫɫɢɢ, ɪɟɥɢɝɢɢ ɢɥɢ ɤɭɥɶɬɭɪɵ. ɉɪɟɞɫɬɚɜɶɬɟ ɫɟɛɟ ɯɭɞɨɠɧɢɤɚ, ɫɬɢɥɢɫɬɚ, ɢɧɠɟɧɟɪɚ ɢɥɢ fashion ɞɢɡɚɣɧɟɪɚ, - ɦɵ ɩɪɟɞɨɫɬɚɜɢɥɢ ɢɦ ɜɨɡɦɨɠɧɨɫɬɶ ɧɚɩɨɥɧɢɬɶ ɥɨɝɨɬɢɩ ɫɜɨɢɦ ɫɨɞɟɪɠɚɧɢɟɦ, ɩɟɪɟɞɚɬɶ ɜ ɧɟɦ ɱɚɫɬɢɱɤɭ ɫɜɨɟɝɨ ɝɨɪɨɞɚ" (ɐɢɬ. ɩɨ: [Ɂɢɧɟɜɢɱ]).] ɉɨɯɨɠɭɸ ɤɚɦɩɚɧɢɸ ɪɟɚɥɢɡɭɟɬ Ⱥɦɫɬɟɪɞɚɦ ɫ ɥɨɝɨɬɢɩɨɦ "I AmSterdam". ɇɟ ɬɚɤ ɞɚɜɧɨ ɫɜɨɣ ɧɨɜɵɣ ɥɨɝɨɬɢɩ ɩɪɟɞɥɨɠɢɥ Ɇɟɥɶɛɭɪɧ [City of Melbourne Identity]. Ɉɧ ɪɚɡɪɚɛɨɬɚɧ ɚɝɟɧɬɫɬɜɨɦ "Landor", ɩɪɚɜɢɬɟɥɶɫɬɜɨ ɝɨɪɨɞɚ ɡɚɩɥɚɬɢɥɨ ɡɚ ɟɝɨ ɪɚɡɪɚɛɨɬɤɭ 240 000 ɞɨɥɥɚɪɨɜ. [Ɋɚɡɪɚɛɨɬɤɚ ɞɨɥɝɨɫɪɨɱɧɨɣ ɦɚɪɤɟɬɢɧɝɨɜɨɣ

~ 79 ~ ɫɬɪɚɬɟɝɢɢ ɞɥɹ ɝɨɪɨɞɚ ɫɬɨɢɬ ɨɬ 100 000 ɞɨ 300 000 ɟɜɪɨ. ȿɳɟ ɨɬ 700 000 ɞɨ 1 ɦɥɧ ɟɜɪɨ (ɡɚɜɢɫɢɬ ɨɬ ɪɟɝɢɨɧɚ) ɩɪɢɞɟɬɫɹ ɩɨɬɪɚɬɢɬɶ ɧɚ ɩɪɨɞɜɢɠɟɧɢɟ ɧɨɜɨɝɨ ɢɦɢɞɠɚ ɝɨɪɨɞɚ, ɜ ɬɨɦ ɱɢɫɥɟ ɧɚ ɪɟɤɥɚɦɭ [Ƚɨɪɟɥɨɜɚ, Ɇɨɪɨɡɨɜɚ].] Ɇɨɠɧɨ ɬɚɤɠɟ ɨɛɪɚɬɢɬɶ ɜɧɢɦɚɧɢɟ ɧɚ ɰɟɥɟɧɚɩɪɚɜɥɟɧɧɨ ɪɚɡɪɚɛɚɬɵɜɚɟɦɵɟ ɛɪɟɧɞɵ ɬɚɤɢɯ ɝɨɪɨɞɨɜ ɤɚɤ Ʌɚɫ-ȼɟɝɚɫ, Ʌɨɧɞɨɧ, Ƚɨɧɤɨɧɝ, Ʉɨɩɟɧɝɚɝɟɧ, ɉɪɚɝɚ ɢ ɞɪ. ɂɫɩɨɥɶɡɨɜɚɧɢɟ ɥɨɝɨɬɢɩɚ ɝɨɪɨɞɚ ɢ ɩɪɨɱɚɹ ɝɨɪɨɞɫɤɚɹ ɫɢɦɜɨɥɢɤɚ ɩɨɞɥɟɠɚɬ ɫɬɪɨɝɨɦɭ ɪɟɝɭɥɢɪɨɜɚɧɢɸ, ɨ ɱɟɦ ɦɨɠɟɦ ɭɡɧɚɬɶ, ɧɚɩɪɢɦɟɪ, ɢɡ ɉɪɚɜɢɥ ɢɫɩɨɥɶɡɨɜɚɧɢɹ ɷɥɟɦɟɧɬɨɜ ɜɢɡɭɚɥɶɧɨɣ ɢɞɟɧɬɢɱɧɨɫɬɢ (visual identity elements) Ɉɬɬɚɜɵ [Visual]. [ȼ ɫɭɳɧɨɫɬɢ, ɷɬɨ ɟɫɬɶ "ɛɪɟɧɞ-ɛɭɤ" – ɨɩɢɫɚɧɢɟ ɩɪɚɜɢɥ ɢɫɩɨɥɶɡɨɜɚɧɢɹ ɷɥɟɦɟɧɬɨɜ ɮɢɪɦɟɧɧɨɝɨ ɫɬɢɥɹ ɜ ɪɚɛɨɬɟ ɤɨɦɩɚɧɢɢ.] Ɋɨɫɫɢɣɫɤɢɣ ɨɩɵɬ ɫɨɡɞɚɧɢɹ ɛɪɟɧɞɨɜ ɝɨɪɨɞɨɜ ɢ ɬɟɪɪɢɬɨɪɢɣ ɬɚɤɠɟ ɭɠɟ ɞɨɫɬɚɬɨɱɧɨ ɛɨɝɚɬ – ɢɡ ɧɚɢɛɨɥɟɟ ɹɪɤɢɯ ɩɪɢɦɟɪɨɜ ɦɨɠɧɨ ɧɚɡɜɚɬɶ Ɇɨɫɤɜɭ [Ɍɪɚɛɭɧ], ɋɚɧɤɬ-ɉɟɬɟɪɛɭɪɝ [Ɇɚɪɤɟɬɢɧɝ ɝɨɪɨɞɚ; Ɏɨɪɦɢɪɨɜɚɧɢɟ], ɋɨɱɢ [Ɇɚɪɤɟɬɢɧɝɨɜɚɹ ɫɬɪɚɬɟɝɢɹ; ɇɨɜɵɣ ɛɪɟɧɞ]. ɉɨɫɬɪɨɟɧɢɟ ɛɪɟɧɞɚ ɝɨɪɨɞɚ – ɧɟ ɬɨɥɶɤɨ ɩɪɟɪɨɝɚɬɢɜɚ ɤɪɭɩɧɵɯ ɝɨɪɨɞɨɜ. Ʉ ɩɪɢɦɟɪɭ, ɍɝɥɢɱ ɛɵɥ "ɪɚɫɤɪɭɱɟɧ" ɱɟɪɟɡ ɢɫɬɨɪɢɸ, ɫɜɹɡɚɧɧɭɸ ɫ ɨɤɨɧɱɚɧɢɟɦ ɞɢɧɚɫɬɢɢ Ɋɸɪɢɤɨɜɢɱɟɣ; ɦɟɫɬɧɚɹ ɬɪɚɞɢɰɢɹ ɜɵɪɚɳɢɜɚɬɶ ɤɨɡ ɞɥɹ ɩɭɯɨɜɵɯ ɩɥɚɬɤɨɜ ɛɵɥɚ ɜɨɡɜɟɞɟɧɚ ɜ ɤɭɥɶɬ ɫ ɩɨɦɨɳɶɸ ɫɨɡɞɚɧɢɹ Ɇɭɡɟɹ ɤɨɡɵ – ɢ ɝɨɪɨɞ ɡɚ 7–8 ɥɟɬ ɫɬɚɥ ɬɭɪɢɫɬɢɱɟɫɤɢɦ ɛɪɟɧɞɨɦ ɢ ɟɝɨ ɩɨɥɸɛɢɥɢ ɢɧɜɟɫɬɨɪɵ [Ƚɨɪɟɥɨɜɚ, Ɇɨɪɨɡɨɜɚ]. ɏɨɬɹ ɦɧɨɝɢɟ ɪɨɫɫɢɣɫɤɢɟ ɬɟɪɪɢɬɨɪɢɚɥɶɧɵɟ ɛɪɟɧɞɵ ɜɫɬɪɟɱɚɸɬ ɧɟɦɚɥɨ ɤɪɢɬɢɤɢ ɜ ɚɞɪɟɫ ɪɚɡɪɚɛɨɬɱɢɤɨɜ (ɋɦ., ɧɚɩɪɢɦɟɪ, [Ɋɨɞɶɤɢɧ]), ɫɚɦɚ ɬɟɧɞɟɧɰɢɹ ɨɫɨɡɧɚɧɢɹ ɧɟɨɛɯɨɞɢɦɨɫɬɢ ɫɨɡɞɚɧɢɹ ɛɪɟɧɞɨɜ ɜɩɨɥɧɟ ɩɨɤɚɡɚɬɟɥɶɧɚ. ɉɵɬɚɸɬɫɹ ɪɚɡɪɚɛɚɬɵɜɚɬɶ ɫɨɛɫɬɜɟɧɧɵɟ ɛɪɟɧɞɵ ɢ ɭɤɪɚɢɧɫɤɢɟ ɝɨɪɨɞɚ. Ɍɚɤ, ɧɚɩɪɢɦɟɪ, Ⱦɨɧɟɰɤ ɠɟɥɚɟɬ ɛɵɬɶ ɞɟɥɨɜɨɣ ɫɬɨɥɢɰɟɣ ɍɤɪɚɢɧɵ [ȼ Ⱦɨɧɟɰɤɟ], ɚ Ɍɟɪɧɨɩɨɥɶ – ɨɛɪɚɡɨɜɚɬɟɥɶɧɵɦ ɢ ɧɚɭɱɧɵɦ ɰɟɧɬɪɨɦ [Ɍɟɪɧɨɩɿɥɶ]. ȼ Ɉɞɟɫɫɟ ɫɨɡɞɚɧɚ ɪɚɛɨɱɚɹ ɝɪɭɩɩɚ ɩɨ ɜɨɩɪɨɫɚɦ ɪɚɡɪɚɛɨɬɤɢ ɫɬɪɚɬɟɝɢɢ ɭɥɭɱɲɟɧɢɹ ɢɦɢɞɠɚ ɢ ɛɪɟɧɞɢɧɝɚ ɝɨɪɨɞɚ [Ɉɞɟɫɫɚ]. Ɉɞɧɚɤɨ, ɩɪɢ ɩɨɫɬɪɨɟɧɢɢ ɛɪɟɧɞɚ ɝɨɪɨɞɚ ɨɛɪɚɳɚɸɬ ɧɚ ɫɟɛɹ ɜɧɢɦɚɧɢɟ ɞɨɫɬɚɬɨɱɧɨ ɬɢɩɢɱɧɵɟ ɨɲɢɛɤɢ. Ʉɥɸɱɟɜɵɟ ɢɡ ɧɢɯ ɬɚɤɨɜɵ: ȼɨ ɝɥɚɜɭ ɭɝɥɚ ɫɬɚɜɢɬɫɹ ɫɨɡɞɚɧɢɟ ɥɨɝɨɬɢɩɚ ɜ ɭɳɟɪɛ ɞɪɭɝɢɦ ɫɨɫɬɚɜɥɹɸɳɢɦ ɛɪɟɧɞɚ. ȿɫɥɢ ɛɪɚɬɶ ɭɤɪɚɢɧɫɤɢɟ ɩɪɢɦɟɪɵ, ɬɨ ɧɚ ɞɚɧɧɵɣ ɦɨɦɟɧɬ ɫɜɨɢ ɥɨɝɨɬɢɩɵ ɝɨɪɨɞɚ ɩɪɟɞɥɚɝɚɸɬ, ɤɚɤ ɦɢɧɢɦɭɦ, ɞɢɡɚɣɧɟɪɵ ɏɚɪɶɤɨɜɚ [ȱɞɟɧɬɢɮɿɤɚɰɿɹ ɏɚɪɤɨɜɚ; Ɇɨɥɨɞɵɟ ɞɢɡɚɣɧɟɪɵ; Ⱦɜɚ ɫɨɛɵɬɢɹ] ɢ Ʉɢɟɜɚ [Ʌɨɝɨ ɞɢɡɚɣɧɟɪɿɜ]. Ɉɞɧɚɤɨ, ɛɪɟɧɞ – ɷɬɨ ɧɟ ɬɨɥɶɤɨ ɥɨɝɨɬɢɩ. Ʉ ɤɨɦɩɨɧɟɧɬɚɦ ɛɪɟɧɞɚ ɨɬɧɨɫɹɬ: 1. Ɉɩɪɟɞɟɥɢɬɟɥɢ: ɧɚɡɜɚɧɢɟ, ɥɨɝɨɬɢɩ, ɰɜɟɬ, ɮɨɪɦɚ – ɜɫɟ, ɱɬɨ ɡɚɫɬɚɜɥɹɟɬ ɩɨɬɪɟɛɢɬɟɥɹ ɜɫɩɨɦɢɧɚɬɶ ɤɨɦɩɚɧɢɸ, ɬɨɜɚɪ ɢɥɢ ɭɫɥɭɝɭ. 2. Ⱥɬɪɢɛɭɬɵ: ɜɫɟ, ɨ ɱɟɦ ɞɭɦɚɟɬ ɩɨɬɪɟɛɢɬɟɥɶ ɜ ɨɬɜɟɬ ɧɚ ɨɩɪɟɞɟɥɢɬɟɥɶ. 3. Ⱥɫɫɨɰɢɚɰɢɢ: ɫɜɹɡɶ ɦɟɠɞɭ ɨɩɪɟɞɟɥɢɬɟɥɟɦ ɢ ɚɬɪɢɛɭɬɨɦ, ɤɨɬɨɪɚɹ ɜɨɡɧɢɤɚɟɬ ɜ ɫɨɡɧɚɧɢɢ ɩɨɬɪɟɛɢɬɟɥɹ. Ɉɫɧɨɜɧɵɦ ɡɞɟɫɶ ɹɜɥɹɸɬɫɹ ɚɬɪɢɛɭɬɵ ɛɪɟɧɞɚ – ɨɧɢ ɞɨɥɠɧɚ ɜɵɪɚɠɚɬɶ ɜɵɝɨɞɵ ɢɥɢ ɩɨɬɪɟɛɧɨɫɬɢ,

~ 80 ~

ǰ ǥ ǿ ǻ Ƕ Ǹ ǸȖȴȐȟȪȘȜȑȜ țȎȤȳȜțȎșȪțȜȑȜ ȡțȳȐȓȞȟȖȠȓȠȡ ȳȚȓțȳ ȀȎȞȎȟȎ ȆȓȐȥȓțȘȎ

ɤɨɬɨɪɵɟ ɩɨɡɢɰɢɨɧɢɪɭɸɬ ɞɚɧɧɵɣ ɬɨɜɚɪ, ɤɨɦɩɚɧɢɸ ɢɥɢ ɭɫɥɭɝɭ ɧɚ ɪɵɧɤɟ. Ⱥɬɪɢɛɭɬɵ ɛɪɟɧɞɚ ɮɨɪɦɭɥɢɪɭɸɬ ɜɨɫɩɪɢɧɢɦɚɟɦɭɸ ɰɟɧɧɨɫɬɶ – ɬɨ, ɱɬɨ, ɫɨɛɫɬɜɟɧɧɨ, ɢ ɨɩɪɟɞɟɥɹɟɬ "ɞɨɛɚɜɨɱɧɭɸ ɫɬɨɢɦɨɫɬɶ" ɬɨɜɚɪɚ ɢɥɢ ɭɫɥɭɝɢ. ɂɦɟɧɧɨ ɢɫɯɨɞɹ ɢɡ ɚɬɪɢɛɭɬɨɜ ɪɚɡɪɚɛɚɬɵɜɚɸɬɫɹ ɨɩɪɟɞɟɥɢɬɟɥɢ, ɜɤɥɸɱɚɹ ɥɨɝɨɬɢɩ [ɋɟɤɫɬɨɧ, 2010: ɫ. 35-63].. Ɉɫɧɨɜɧɨɣ ɨɲɢɛɤɨɣ ɛɪɟɧɞɢɧɝɚ ɱɚɫɬɨ ɹɜɥɹɟɬɫɹ ɠɟɥɚɧɢɟ ɫɨɡɞɚɬɶ ɤɪɚɫɢɜɭɸ ɤɚɪɬɢɧɤɭ ɜ ɭɳɟɪɛ ɪɚɡɪɚɛɨɬɤɟ ɚɬɪɢɛɭɬɨɜ. Ⱦɥɹ ɭɬɜɟɪɠɞɟɧɢɹ ɱɟɬɤɢɯ ɚɫɫɨɰɢɚɰɢɣ ɚɬɪɢɛɭɬɨɜ ɧɟ ɞɨɥɠɧɨ ɛɵɬɶ ɛɨɥɶɲɟ ɬɪɟɯ. ȼ ɫɜɨɸ ɨɱɟɪɟɞɶ ɫɜɹɡɶ ɦɟɠɞɭ ɨɩɪɟɞɟɥɢɬɟɥɟɦ ɢ ɚɬɪɢɛɭɬɨɦ ɦɨɠɟɬ ɛɵɬɶ ɢɡɦɟɪɟɧɚ ɫ ɩɨɦɨɳɶɸ ɫɨɨɬɜɟɬɫɬɜɭɸɳɢɯ ɢɫɫɥɟɞɨɜɚɧɢɣ. ɉɨɷɬɨɦɭ ɢɦɟɧɧɨ ɨɛ ɚɬɪɢɛɭɬɚɯ ɛɪɟɧɞɚ ɝɨɪɨɞɚ ɫɥɟɞɭɟɬ ɞɭɦɚɬɶ ɜ ɩɟɪɜɭɸ ɨɱɟɪɟɞɶ ɩɪɢ ɟɝɨ ɪɚɡɪɚɛɨɬɤɟ. ɇɟɭɱɟɬ ɫɭɳɟɫɬɜɭɸɳɢɯ ɩɪɟɞɫɬɚɜɥɟɧɢɣ ɨ ɝɨɪɨɞɟ. Ʌɸɛɚɹ ɞɟɹɬɟɥɶɧɨɫɬɶ ɩɨ ɫɨɡɞɚɧɢɸ ɛɪɟɧɞɚ ɤɚɤ ɤɨɧɫɬɪɭɢɪɨɜɚɧɢɟ ɢɞɟɧɬɢɱɧɨɫɬɢ ɞɨɥɠɧɚ ɨɫɧɨɜɵɜɚɬɶɫɹ ɧɚ ɭɠɟ ɫɭɳɟɫɬɜɭɸɳɢɯ ɩɪɟɞɫɬɚɜɥɟɧɢɹɯ. ɉɨɷɬɨɦɭ ɫɨɡɞɚɧɢɟ ɛɪɟɧɞɚ ɱɚɫɬɨ ɜɵɫɬɭɩɚɟɬ ɬɚɤɠɟ ɢɡɦɟɧɟɧɢɟɦ ɫɭɳɟɫɬɜɭɸɳɢɯ ɩɪɟɞɫɬɚɜɥɟɧɢɣ. [Ɍɚɤ, ɧɚɩɪɢɦɟɪ, ɩɪɚɜɢɬɟɥɶɫɬɜɨ ɋɥɨɜɟɧɢɢ ɪɟɚɥɢɡɨɜɵɜɚɥɨ ɩɪɨɝɪɚɦɦɭ ɩɪɟɨɞɨɥɟɧɢɹ ɚɫɫɨɰɢɚɰɢɣ ɫɬɪɚɧɵ ɫ Ȼɚɥɤɚɧɚɦɢ ɩɭɬɟɦ ɨɤɚɡɚɧɢɹ ɮɢɧɚɧɫɨɜɨɣ ɩɨɦɨɳɢ ɛɚɥɤɚɧɫɤɢɦ ɫɬɪɚɧɚɦ [Anholt, 2010: ɪɪ.13-14].] ɋ ɞɪɭɝɨɣ ɫɬɨɪɨɧɵ, ɟɫɥɢ ɪɟɱɶ ɧɟ ɢɞɟɬ ɨ ɩɪɟɨɞɨɥɟɧɢɢ ɧɟɝɚɬɢɜɧɨɝɨ ɢɦɢɞɠɚ ɝɨɪɨɞɚ, ɮɨɪɦɢɪɭɟɦɵɟ ɢ ɩɪɨɞɜɢɝɚɟɦɵɟ ɩɪɟɞɫɬɚɜɥɟɧɢɹ ɞɨɥɠɧɵ ɬɚɤ ɢɥɢ ɢɧɚɱɟ ɨɫɧɨɜɵɜɚɬɶɫɹ ɧɚ ɫɭɳɟɫɬɜɭɸɳɢɯ ɢɧɬɟɪɩɪɟɬɚɰɢɹɯ ɟɝɨ, ɱɬɨɛɵ ɜɨɫɩɪɢɧɢɦɚɬɶɫɹ ɩɨ ɜɨɡɦɨɠɧɨɫɬɢ ɜ ɤɚɱɟɫɬɜɟ ɟɫɬɟɫɬɜɟɧɧɵɯ. ɋ ɷɬɨɣ ɬɨɱɤɢ ɡɪɟɧɢɹ ɜɚɠɧɨɣ ɡɚɞɚɱɟɣ ɨɤɚɡɵɜɚɟɬɫɹ ɢɡɭɱɟɧɢɟ ɫɭɳɟɫɬɜɭɸɳɢɯ ɩɪɟɞɫɬɚɜɥɟɧɢɣ, ɢɯ ɮɨɪɦɢɪɨɜɚɧɢɹ ɢ ɞɢɧɚɦɢɤɢ. Ɍɚɤ, ɧɚɩɪɢɦɟɪ, ɜ ɍɤɪɚɢɧɟ ɛɵɥ ɡɚɩɭɳɟɧ ɩɪɨɟɤɬ "Ȼɪɟɧɞ ɝɨɪɨɞɚ – ɞɟɥɨ ɝɨɪɨɠɚɧ" [Ʉɨɬɨɪɵɣ ɛɵɥ ɫɩɪɨɜɨɰɢɪɨɜɚɧ ɢɧɬɟɪɟɫɨɦ ɤ ɨɩɵɬɭ ɱɢɤɚɝɫɤɢɯ "ɝɨɪɨɞɫɤɢɯ ɩɚɬɪɢɨɬɨɜ" [Imagine Chicago].] [Ȼɪɟɧɞ ɝɨɪɨɞɚ – ɞɟɥɨ ɝɨɪɨɠɚɧ]. ȼ ɟɝɨ ɪɚɦɤɚɯ ɛɵɥɢ ɨɫɭɳɟɫɬɜɥɟɧɵ ɩɨɩɵɬɤɢ ɮɨɪɦɢɪɨɜɚɧɢɹ "ɛɪɟɧɞ-ɩɥɚɬɮɨɪɦ" Ʉɢɟɜɚ, ɏɚɪɶɤɨɜɚ ɢ Ɉɞɟɫɫɵ. Ɉɛɪɚɳɚɟɬ ɧɚ ɫɟɛɹ ɜɧɢɦɚɧɢɟ ɬɨɬ ɮɚɤɬ, ɱɬɨ ɨɪɝɚɧɢɡɚɬɨɪɵ ɩɨɩɵɬɚɥɢɫɶ ɜɵɹɜɢɬɶ ɫɦɵɫɥɵ, ɚɫɫɨɰɢɢɪɭɟɦɵɟ ɫ ɝɨɪɨɞɚɦɢ. ɏɨɬɹ ɷɬɨ ɫɭɳɟɫɬɜɟɧɧɵɣ ɲɚɝ ɩɨ ɫɪɚɜɧɟɧɢɸ ɫ ɞɢɡɚɣɧɟɪɫɤɢɦ "ɥɨɝɨɬɢɩɨɬɜɨɪɱɟɫɬɜɨɦ", ɜ ɫɚɦɨɣ ɩɪɨɰɟɞɭɪɟ ɦɨɠɟɦ ɭɜɢɞɟɬɶ ɫɟɪɶɟɡɧɵɣ ɧɟɞɨɫɬɚɬɨɤ: ɨɩɪɟɞɟɥɟɧɢɟ ɛɪɟɧɞ-ɩɥɚɬɮɨɪɦ ɩɪɨɯɨɞɢɥɨ ɜ ɮɨɪɦɟ ɫɜɨɟɝɨ ɪɨɞɚ ɬɪɟɧɢɧɝɨɜ ɫ ɬɟɦɢ, ɤɬɨ ɩɨɠɟɥɚɥ ɩɨɫɟɬɢɬɶ ɨɛɫɭɠɞɟɧɢɟ. ɉɨɷɬɨɦɭ ɩɨɥɭɱɟɧɧɵɟ ɪɟɡɭɥɶɬɚɬɵ – ɜɫɟɝɨ ɥɢɲɶ ɦɧɟɧɢɟ ɧɟɛɨɥɶɲɨɝɨ ɤɨɥɢɱɟɫɬɜɚ ɷɧɬɭɡɢɚɫɬɨɜ. ɋ ɰɟɥɶɸ ɭɫɬɪɚɧɟɧɢɹ ɞɚɧɧɨɝɨ ɧɟɞɨɫɬɚɬɤɚ ɦɨɠɧɨ ɛɵɥɨ ɛɵ ɨɛɪɚɬɢɬɶɫɹ ɤ ɛɨɥɟɟ ɦɚɫɫɨɜɵɦ ɢɫɫɥɟɞɨɜɚɧɢɹɦ, ɤɨɬɨɪɵɟ ɞɚɸɬ ɧɟ ɦɟɧɟɟ ɢɧɬɟɪɟɫɧɵɟ ɪɟɡɭɥɶɬɚɬɵ [Ɇɭɫɢɟɡɞɨɜ, 2010]. Ɉɬɫɭɬɫɬɜɢɟ ɩɨɡɢɰɢɨɧɢɪɨɜɚɧɢɹ ɢ ɨɪɢɟɧɬɚɰɢɢ ɧɚ ɰɟɥɟɜɵɟ ɝɪɭɩɩɵ. Ʉɚɤ ɛɵɥɨ ɫɤɚɡɚɧɨ, ɚɬɪɢɛɭɬɵ ɛɪɟɧɞɚ ɞɨɥɠɧɵ ɜɵɪɚɠɚɬɶ ɤɨɧɤɭɪɟɧɬɧɵɟ ɩɪɟɢɦɭɳɟɫɬɜɚ ɝɨɪɨɞɚ. Ɋɚɡɜɢɜɚɹ ɬɟɦɭ, ɚɜɬɨɪɵ ɤɧɢɝɢ "Ɇɚɪɤɟɬɢɧɝ ɦɟɫɬ" ɩɢɲɭɬ: "ɑɬɨɛɵ ɪɚɡɜɢɬɶ ɤɨɧɤɭɪɟɧɬɧɨɟ ɩɪɟɢɦɭɳɟɫɬɜɨ ɦɟɫɬɚɦ ɧɭɠɧɨ ɡɚɞɭɦɚɬɶɫɹ ɨ ɫɜɨɟɦ ɩɪɨɲɥɨɦ, ɧɚɫɬɨɹɳɟɦ ɢ ɛɭɞɭɳɟɦ. Ɉɧɢ ɞɨɥɠɧɵ ɩɨɞɪɨɛɧɨ ɨɛɪɢɫɨɜɚɬɶ ɫɜɨɢ ɫɢ-

ɥɶɧɵɟ ɢ ɫɥɚɛɵɟ ɫɬɨɪɨɧɵ, ɜɨɡɦɨɠɧɨɫɬɢ ɢ ɭɝɪɨɡɵ. ɋɥɟɞɭɟɬ ɨɩɪɟɞɟɥɢɬɶ, ɤɚɤɢɦɢ ɪɟɫɭɪɫɚɦɢ ɪɚɫɩɨɥɚɝɚɸɬ ɦɟɫɬɚ-ɤɨɧɤɭɪɟɧɬɵ ɧɚɣɬɢ ɫɩɨɫɨɛɵ ɞɢɮɮɟɪɟɧɢɰɢɪɨɜɚɧɢɹ ɢ ɩɨɡɢɰɢɨɧɢɪɨɜɚɧɢɹ ɫɟɛɹ ɬɚɤɢɦ ɨɛɪɚɡɨɦ, ɱɬɨɛɵ ɜɵɞɟɥɹɬɶɫɹ ɜ ɫɨɡɧɚɧɢɢ ɫɜɨɢɯ ɰɟɥɟɜɵɯ ɝɪɭɩɩ" [Ⱥɫɩɥɭɧɞ, 2005: ɋ. 11]. Ɍɨ ɟɫɬɶ ɩɪɢ ɫɨɡɞɚɧɢɢ ɛɪɟɧɞɚ, ɤɚɤ ɢ ɜ ɫɥɭɱɚɟ ɥɸɛɵɯ ɦɚɪɤɟɬɢɧɝɨɜɵɯ ɦɟɪɨɩɪɢɹɬɢɣ, ɨɛɹɡɚɬɟɥɶɧɨ ɧɟɨɛɯɨɞɢɦɨ ɩɪɨɜɨɞɢɬɶ ɫɟɝɦɟɧɬɚɰɢɸ ɪɵɧɤɚ ɢ ɭɱɢɬɵɜɚɬɶ ɰɟɥɟɜɵɟ ɝɪɭɩɩɵ. ɗɬɨ ɜɚɠɧɨ, ɩɨɫɤɨɥɶɤɭ ɞɥɹ ɢɧɜɟɫɬɨɪɚ, ɬɭɪɢɫɬɚ ɢɥɢ ɦɟɫɬɧɨɝɨ ɠɢɬɟɥɹ ɩɪɢɞɟɬɫɹ ɩɨɞɱɟɪɤɢɜɚɬɶ ɪɚɡɥɢɱɧɵɟ ɨɫɨɛɟɧɧɨɫɬɢ ɝɨɪɨɞɚ. Ɉɬɫɭɬɫɬɜɢɟ ɱɟɬɤɢɯ ɰɟɥɟɣ ɫɨɡɞɚɧɢɹ ɛɪɟɧɞɚ. Ɉɪɢɟɧɬɚɰɢɹ ɧɚ ɰɟɥɟɜɵɟ ɝɪɭɩɩɵ, ɜ ɫɜɨɸ ɨɱɟɪɟɞɶ, ɞɨɥɠɧɚ ɜɵɪɚɠɚɬɶ ɰɟɥɶ ɫɨɡɞɚɧɢɹ ɛɪɟɧɞɚ, ɤɨɬɨɪɨɣ ɜ ɤɨɧɟɱɧɨɦ ɫɱɟɬɟ ɹɜɥɹɟɬɫɹ ɩɨɥɭɱɟɧɢɟ ɬɟɯ ɢɥɢ ɢɧɵɯ ɛɥɚɝ. Ɍɚɤɢɦɢ ɛɥɚɝɚɦɢ, ɤɚɤ ɭɠɟ ɭɩɨɦɢɧɚɥɨɫɶ, ɦɨɝɭɬ ɛɵɬɶ ɢɧɜɟɫɬɢɰɢɢ, ɝɨɫɭɞɚɪɫɬɜɟɧɧɵɟ ɞɨɬɚɰɢɢ, ɩɪɢɛɵɥɶ ɨɬ ɬɭɪɢɫɬɢɱɟɫɤɨɣ ɢɥɢ ɢɧɨɣ ɞɟɹɬɟɥɶɧɨɫɬɢ ɢ ɬ.ɞ. Ɋɚɡɥɢɱɧɵɟ ɰɟɥɢ ɩɪɟɞɩɨɥɚɝɚɸɬ ɨɩɪɟɞɟɥɟɧɢɟ ɪɚɡɧɵɯ ɝɪɭɩɩ ɜ ɤɚɱɟɫɬɜɟ ɰɟɥɟɜɵɯ, ɫɨɨɬɜɟɬɫɬɜɟɧɧɨ, ɧɟɨɛɯɨɞɢɦɨɫɬɶ ɨɬɬɚɥɤɢɜɚɬɶɫɹ ɨɬ ɪɚɡɧɵɯ ɫɭɳɟɫɬɜɭɸɳɢɯ ɩɪɟɞɫɬɚɜɥɟɧɢɣ ɢ ɩɨɞɱɟɪɤɢɜɚɧɢɟ ɪɚɡɧɵɯ ɷɥɟɦɟɧɬɨɜ ɫɩɟɰɢɮɢɤɢ ɝɨɪɨɞɚ, ɚ ɬɚɤɠɟ ɪɚɡɥɢɱɧɵɟ ɲɚɝɢ ɩɨ ɩɪɨɞɜɢɠɟɧɢɸ ɛɪɟɧɞɚ. ɇɟɫɨɨɬɜɟɬɫɬɜɢɟ ɮɨɪɦɵ ɫɨɞɟɪɠɚɧɢɸ. Ⱦɚɧɧɚɹ ɨɲɢɛɤɚ ɹɜɥɹɟɬɫɹ ɤɪɢɬɢɱɟɫɤɨɣ ɫ ɬɨɱɤɢ ɡɪɟɧɢɹ ɫɨɡɞɚɧɢɹ ɛɪɟɧɞɚ, ɩɨɫɤɨɥɶɤɭ ɬɚɤɨɟ ɧɟɫɨɨɬɜɟɬɫɬɜɢɟ ɦɨɠɟɬ ɧɟ ɬɨɥɶɤɨ ɧɢɜɟɥɢɪɨɜɚɬɶ ɡɚɬɪɚɱɟɧɧɵɟ ɭɫɢɥɢɹ, ɧɨ ɢ ɩɪɢɜɟɫɬɢ ɤ ɮɨɪɦɢɪɨɜɚɧɢɸ ɧɟɝɚɬɢɜɧɨɝɨ ɢɦɢɞɠɚ – ɭɛɟɠɞɟɧɢɹ ɜ ɬɨɦ, ɱɬɨ ɝɨɪɨɞ ɧɟ ɨɩɪɚɜɞɵɜɚɟɬ ɨɠɢɞɚɧɢɣ, ɮɨɪɦɢɪɭɟɦɵɯ ɛɪɟɧɞɨɦ. Ɍɚɤ, ɢɦɟɹ ɜ ɜɢɞɭ ɭɤɚɡɚɧɧɭɸ ɩɪɨɛɥɟɦɭ, ɋɚɣɦɨɧ Ⱥɧɯɨɥɶɬ [Ȼɪɢɬɚɧɫɤɢɣ ɩɪɚɜɢɬɟɥɶɫɬɜɟɧɧɵɣ ɤɨɧɫɭɥɶɬɚɧɬ, ɫɩɟɰɢɚɥɢɡɢɪɭɸɳɢɣɫɹ ɜ ɜɨɩɪɨɫɚɯ ɧɚɰɢɨɧɚɥɶɧɨɝɨ ɛɪɟɧɞɢɧɝɚ. Ʉɨɧɫɭɥɶɬɢɪɨɜɚɥ ɩɪɚɜɢɬɟɥɶɫɬɜɚ ɦɧɨɝɢɯ ɫɬɪɚɧ ɜ ɢɯ ɛɪɟɧɞɢɧɝɨɜɨɣ ɫɬɪɚɬɟɝɢɢ. ɑɥɟɧ ɛɪɢɬɚɧɫɤɨɝɨ ɩɪɚɜɢɬɟɥɶɫɬɜɟɧɧɨɝɨ ɋɨɜɟɬɚ ɩɨ ɩɭɛɥɢɱɧɨɣ ɞɢɩɥɨɦɚɬɢɢ. ɉɟɪɜɵɦ ɢɫɩɨɥɶɡɨɜɚɥ ɩɨɧɹɬɢɹ "place branding" ɢ "ɧɚɰɢɨɧɚɥɶɧɵɣ ɛɪɟɧɞɢɧɝ". Ɉɫɧɨɜɚɬɟɥɶ (2004) ɢ ɪɟɞɚɤɬɨɪ ɠɭɪɧɚɥɚ "Ȼɪɟɧɞɢɧɝ ɦɟɫɬ ɢ ɩɭɛɥɢɱɧɚɹ ɞɢɩɥɨɦɚɬɢɹ" (Place Branding and Public Diplomacy). ɋɨɡɞɚɬɟɥɶ ɢ ɪɭɤɨɜɨɞɢɬɟɥɶ "Anholt Nation Brands Index", "Anholt State Brands Index" ɢ "Anholt City Brands Index" – ɷɤɫɩɟɪɬɧɵɯ ɨɩɪɨɫɨɜ, ɩɨ ɪɟɡɭɥɶɬɚɬɚɦ ɤɨɬɨɪɵɯ ɩɪɨɢɡɜɨɞɢɬɫɹ ɪɚɧɠɢɪɨɜɚɧɢɟ ɝɨɪɨɞɨɜ ɢ ɫɬɪɚɧ ɧɚ ɨɫɧɨɜɚɧɢɢ ɛɪɟɧɞɨɜɨɣ ɰɟɧɧɨɫɬɢ.], ɞɚɠɟ ɜɵɫɤɚɡɵɜɚɟɬ ɫɨɠɚɥɟɧɢɟ ɨ ɬɨɦ, ɱɬɨ ɨɧ ɜ ɫɜɨɟ ɜɪɟɦɹ ɩɪɟɞɥɨɠɢɥ ɩɨɧɹɬɢɟ ɧɚɰɢɨɧɚɥɶɧɨɝɨ ɛɪɟɧɞɚ, ɩɨɫɤɨɥɶɤɭ ɩɪɟɞɫɬɚɜɥɟɧɢɹ ɨ ɬɟɪɪɢɬɨɪɢɢ ɫɬɚɥɢ ɢɧɬɟɪɩɪɟɬɢɪɨɜɚɬɶɫɹ ɢɫɤɥɸɱɢɬɟɥɶɧɨ ɤɚɤ ɩɪɨɞɭɤɬ ɦɚɪɤɟɬɢɧɝɨɜɨɣ ɞɟɹɬɟɥɶɧɨɫɬɢ [Anholt] (ɋ ɷɬɨɣ ɰɟɥɶɸ ɨɧ ɜɵɩɭɫɬɢɥ ɤɧɢɝɭ ɩɨɞ ɧɚɡɜɚɧɢɟɦ "Ʉɨɧɤɭɪɟɧɬɧɚɹ ɢɞɟɧɬɢɱɧɨɫɬɶ" [Anholt, 2007].). Ȼɪɟɧɞ ɠɟ ɹɜɥɹɟɬɫɹ ɪɟɩɭɬɚɰɢɟɣ, ɤɨɬɨɪɚɹ ɫɨɡɞɚɟɬɫɹ ɪɟɚɥɶɧɵɦɢ ɩɪɚɤɬɢɱɟɫɤɢɦɢ ɞɟɣɫɬɜɢɹɦɢ, ɧɚɩɪɚɜɥɟɧɧɵɦɢ ɧɚ ɫɨɡɞɚɧɢɟ ɰɟɧɧɨɫɬɟɣ ɦɟɫɬɚ – ɧɟɨɛɯɨɞɢɦɨɣ ɢɧɮɪɚɫɬɪɭɤɬɭɪɵ ɢ ɞɪɭɝɢɯ ɛɥɚɝɨɩɪɢɹɬɧɵɯ ɭɫɥɨɜɢɣ ɞɥɹ ɢɧɜɟɫɬɢɰɢɨɧɧɨɣ, ɬɭɪɢɫɬɢɱɟɫɤɨɣ ɢ ɢɧɨɣ ɞɟɹɬɟɥɶɧɨɫɬɢ, ɤɨɬɨɪɭɸ ɝɨɪɨɞ ɧɚɦɟɪɟɧ ɤ ɫɟɛɟ ɩɪɢɜɥɟɱɶ. ɋɨɨɬɜɟɬɫɬɜɟɧɧɨ, ɞɨɥɠɟɧ ɫɭɳɟɫɬɜɨɜɚɬɶ ɛɚɥɚɧɫ ɦɟɠɞɭ

ǿǼȄǥǼǹǼDZǥȍ. 3/2012

ɫɚɦɢɦɢ ɞɟɣɫɬɜɢɹɦɢ (substance) ɢ ɢɧɮɨɪɦɢɪɨɜɚɧɢɟɦ ɨ ɧɢɯ ɤɚɤ (ɦɚɪɤɟɬɢɧɝɨɜɨɣ) ɤɨɦɦɭɧɢɤɚɰɢɟɣ (symbolic actions) [Ⱥɧɯɨɥɶɬ, 2008]. ɂɡɛɟɠɚɬɶ ɷɬɢɯ ɨɲɢɛɨɤ ɦɨɠɧɨ, ɢɦɟɹ ɜ ɜɢɞɭ ɰɟɥɨɫɬɧɭɸ ɥɨɝɢɤɭ ɦɚɪɤɟɬɢɧɝɨɜɨɝɨ ɩɨɞɯɨɞɚ ɤ ɮɨɪɦɢɪɨɜɚɧɢɸ ɢɞɟɧɬɢɱɧɨɫɬɢ ɝɨɪɨɞɚ, ɤɨɬɨɪɚɹ ɦɨɠɟɬ ɛɵɬɶ ɨɩɢɫɚɧɚ ɫɥɟɞɭɸɳɢɦ ɨɛɪɚɡɨɦ [ɋɦ., ɧɚɩɪɢɦɟɪ, [Ɇɚɪɤɟɬɢɧɝ ɜ Ɋɨɫɫɢɢ].]: 1. Ɉɩɪɟɞɟɥɟɧɢɟ ɰɟɥɟɣ ɢ ɰɟɥɟɜɵɯ ɝɪɭɩɩ. ȼ ɨɛɳɟɦ ɢ ɰɟɥɨɦ ɝɥɚɜɧɨɣ ɰɟɥɶɸ ɫɨɡɞɚɧɢɹ ɛɪɟɧɞɚ ɝɨɪɨɞɚ ɹɜɥɹɟɬɫɹ ɮɨɪɦɢɪɨɜɚɧɢɟ ɬɚɤɢɯ ɩɪɟɞɫɬɚɜɥɟɧɢɣ ɨ ɧɟɦ, ɤɨɬɨɪɵɟ ɩɨɡɜɨɥɹɬ ɩɪɢɜɥɟɱɶ ɜ ɧɟɝɨ ɠɟɥɚɟɦɵɟ ɪɟɫɭɪɫɵ. ɂɯ ɢɫɬɨɱɧɢɤɨɦ ɜɵɫɬɭɩɚɸɬ ɪɚɡɥɢɱɧɵɟ ɰɟɥɟɜɵɟ ɝɪɭɩɩɵ ɢ ɢɯ ɞɟɹɬɟɥɶɧɨɫɬɶ. Ʉ ɰɟɥɟɜɵɦ ɝɪɭɩɩɚɦ ɫɥɟɞɭɟɬ ɨɬɧɟɫɬɢ ɬɚɤɠɟ ɪɚɡɥɢɱɧɵɟ ɫɬɨɪɨɧɧɢɟ ɝɪɭɩɩɵ ɜɥɢɹɧɢɹ, ɤɨɬɨɪɵɟ, ɧɟ ɩɪɢɜɧɨɫɹ ɧɟɩɨɫɪɟɞɫɬɜɟɧɧɵɯ ɜɵɝɨɞ ɝɨɪɨɞɭ, ɦɨɝɭɬ ɜɥɢɹɬɶ ɧɚ ɩɪɟɞɫɬɚɜɥɟɧɢɹ ɨ ɧɟɦ. 2. ɉɨɡɢɰɢɨɧɢɪɨɜɚɧɢɟ. Ɉɡɧɚɱɚɟɬ ɨɩɪɟɞɟɥɟɧɢɟ ɨɫɨɛɟɧɧɨɫɬɟɣ ɝɨɪɨɞɚ, ɨɬɥɢɱɚɸɳɢɯ ɟɝɨ ɨɬ ɤɨɧɤɭɪɟɧɬɨɜ (ɞɢɮɮɟɪɟɧɰɢɪɨɜɚɧɢɟ), ɟɝɨ ɫɢɥɶɧɵɯ ɢ ɫɥɚɛɵɯ ɫɬɨɪɨɧ; ɮɨɪɦɢɪɨɜɚɧɢɟ ɭɧɢɤɚɥɶɧɨɝɨ ɩɪɟɞɥɨɠɟɧɢɹ ɝɨɪɨɞɚ ɧɚ ɨɫɧɨɜɟ ɜɵɞɟɥɟɧɧɵɯ ɫɭɳɟɫɬɜɭɸɳɢɯ ɢ/ɢɥɢ ɜɧɨɜɶ ɫɨɡɞɚɜɚɟɦɵɯ ɩɪɟɢɦɭɳɟɫɬɜ, ɚ ɬɚɤɠɟ ɫɨɛɫɬɜɟɧɧɨ ɫɨɡɞɚɧɢɟ ɛɪɟɧɞɚ ɤɚɤ ɨɛɪɚɡɚ, ɨɬɪɚɠɚɸɳɟɝɨ ɢ ɜɵɪɚɠɚɸɳɟɝɨ ɷɬɢ ɩɪɟɢɦɭɳɟɫɬɜɚ. ɋɸɞɚ ɠɟ ɜɤɥɸɱɚɟɬɫɹ ɪɚɡɪɚɛɨɬɤɚ ɫɬɪɚɬɟɝɢɢ ɩɪɨɞɜɢɠɟɧɢɹ. 3. ɉɪɨɞɜɢɠɟɧɢɟ. Ɉɡɧɚɱɚɟɬ ɧɟɩɨɫɪɟɞɫɬɜɟɧɧɵɟ ɞɟɣɫɬɜɢɹ, ɧɚɩɪɚɜɥɟɧɧɵɟ ɧɚ ɮɨɪɦɢɪɨɜɚɧɢɟ ɠɟɥɚɟɦɵɯ ɩɪɟɞɫɬɚɜɥɟɧɢɣ ɨ ɝɨɪɨɞɟ. Ʉɥɸɱɟɜɵɦ, ɤɚɤ ɭɠɟ ɛɵɥɨ ɫɤɚɡɚɧɨ, ɹɜɥɹɟɬɫɹ ɫɨɱɟɬɚɧɢɟ ɞɟɣɫɬɜɢɣ, ɧɚɩɪɚɜɥɟɧɧɵɯ ɧɚ ɢɡɦɟɧɟɧɢɟ ɝɨɪɨɞɫɤɢɯ ɪɟɚɥɢɣ (ɪɚɡɜɢɬɢɟ ɢɧɮɪɚɫɬɪɭɤɬɭɪɵ, ɫɨɡɞɚɧɢɟ ɛɥɚɝɨɩɪɢɹɬɧɵɯ ɭɫɥɨɜɢɣ ɞɥɹ ɩɪɢɜɥɟɱɟɧɢɹ ɢɥɢ ɭɫɢɥɟɧɢɹ ɠɟɥɚɟɦɨɣ ɚɤɬɢɜɧɨɫɬɢ ɰɟɥɟɜɵɯ ɝɪɭɩɩ ɢ ɬ.ɞ.), ɫ ɨɞɧɨɣ ɫɬɨɪɨɧɵ, ɢ ɦɚɪɤɟɬɢɧɝɨɜɵɯ ɤɨɦɦɭɧɢɤɚɰɢɣ (ɢɧɮɨɪɦɢɪɨɜɚɧɢɹ ɨ ɫɭɳɟɫɬɜɭɸɳɢɯ ɢɥɢ ɜɧɨɜɶ ɫɨɡɞɚɜɚɟɦɵɯ ɩɪɟɢɦɭɳɟɫɬɜɚɯ), ɫ ɞɪɭɝɨɣ. ȼɚɠɧɵɦ ɹɜɥɹɟɬɫɹ ɬɚɤɠɟ ɧɟɩɪɟɪɵɜɧɨɫɬɶ ɢ ɞɟɣɫɬɜɢɣ, ɢ ɤɨɦɦɭɧɢɤɚɰɢɣ [ɋɦ., ɧɚɩɪɢɦɟɪ, [Anholt, 2008].]. ɑɬɨɛɵ ɧɟɫɤɨɥɶɤɨ ɭɩɪɨɫɬɢɬɶ ɩɪɨɰɟɫɫ ɮɨɪɦɭɥɢɪɨɜɤɢ ɛɪɟɧɞɚ ɝɨɪɨɞɚ, ɫɨɲɥɟɦɫɹ ɧɚ ɭɠɟ ɫɭɳɟɫɬɜɭɸɳɢɣ ɨɩɵɬ. Ɍɚɤ, ɧɚɩɪɢɦɟɪ, ɩɨ ɬɢɩɭ ɬɪɚɧɫɥɢɪɭɟɦɨɝɨ ɨɛɪɚɡɚ ɢ, ɫɨɨɬɜɟɬɫɬɜɟɧɧɨ, ɦɚɪɤɟɬɢɧɝɨɜɨɣ ɫɬɪɚɬɟɝɢɢ ɢɫɫɥɟɞɨɜɚɬɟɥɢ ɜɵɞɟɥɹɸɬ 8 ɝɪɭɩɩ ɝɨɪɨɞɨɜ (40 ɬɢɩɨɜ)) [Ƚɪɭɩɩɵ ɢ ɬɢɩɵ ɜɵɞɟɥɟɧɵ ɧɚ ɨɫɧɨɜɚɧɢɢ ɚɧɚɥɢɡɚ 250 ɝɨɪɨɞɨɜ ɜ 22 ɫɬɪɚɧɚɯ ɦɢɪɚ [Ɇɚɪɤɟɬɢɧɝ ɜ Ɋɨɫɫɢɢ].]: x Ƚɨɪɨɞɚ – ɥɢɞɟɪɵ – 4 ɬɢɩɚ x Ƚɨɪɨɞɚ – ɩɪɟɞɩɪɢɧɢɦɚɬɟɥɢ – 4 ɬɢɩɚ x Ɋɚɡɜɥɟɤɚɬɟɥɶɧɵɟ ɝɨɪɨɞɚ – 11 ɬɢɩɨɜ x Ƚɨɪɨɞɚ – ɦɭɡɟɢ – 7 ɬɢɩɨɜ x ɋɜɹɳɟɧɧɵɟ ɝɨɪɨɞɚ – 1 ɬɢɩ x ɍɦɧɵɟ ɝɨɪɨɞɚ – 3 ɬɢɩɚ x Ƚɨɪɨɞɚ – ɩɨɫɪɟɞɧɢɤɢ, ɩɪɨɜɨɞɧɢɤɢ, ɩɟɪɟɤɪɟɫɬɤɢ – 5 ɬɢɩɨɜ x Ƚɨɪɨɞɚ ɷɤɡɨɬɢɱɟɫɤɨɝɨ ɢɦɢɞɠɚ – 5 ɬɢɩɨɜ ɂɫɩɨɥɶɡɭɹ ɞɚɧɧɭɸ ɤɥɚɫɫɢɮɢɤɚɰɢɸ ɦɨɠɧɨ ɛɨɥɟɟ ɜɡɜɟɲɟɧɧɨ ɩɨɞɨɣɬɢ ɤ ɫɨɡɞɚɧɢɸ ɛɪɟɧɞɚ ɝɨɪɨɞɚ, ɢɫɩɨɥɶɡɭɹ ɧɚɪɚɛɨɬɤɢ ɝɨɪɨɞɨɜ, ɢɦɟɸɳɢɯ ɛɥɢɡɤɢɟ ɤ ɠɟ-

~ 81 ~ ɥɚɟɦɨɦɭ ɨɛɪɚɡɵ, ɫ ɨɞɧɨɣ ɫɬɨɪɨɧɵ, ɢ ɩɪɨɜɨɞɹ ɪɚɡɥɢɱɢɹ ɦɟɠɞɭ ɩɪɨɞɜɢɝɚɟɦɵɦ ɝɨɪɨɞɨɦ ɢ ɤɨɧɤɭɪɟɧɬɚɦɢ, ɩɨɡɢɰɢɨɧɢɪɭɟɦɵɦɢ ɫɯɨɞɧɵɦ ɨɛɪɚɡɨɦ, ɫ ɞɪɭɝɨɣ. *** ȼ ɤɚɱɟɫɬɜɟ ɩɪɢɦɟɪɚ ɩɨɩɵɬɚɟɦɫɹ ɩɪɨɚɧɚɥɢɡɢɪɨɜɚɬɶ ɞɟɹɬɟɥɶɧɨɫɬɶ ɩɨ ɫɨɡɞɚɧɢɸ ɛɪɟɧɞɚ ɝɨɪɨɞɚ ɏɚɪɶɤɨɜɚ. ȼ ɚɩɪɟɥɟ 2011 ɝɨɞɚ ɛɵɥ ɩɪɟɞɫɬɚɜɥɟɧ ɬɭɪɢɫɬɢɱɟɫɤɢɣ ɛɪɟɧɞ ɏɚɪɶɤɨɜɚ. Ⱦɨ ɫɜɨɟɝɨ ɨɮɢɰɢɚɥɶɧɨɝɨ ɩɪɟɞɫɬɚɜɥɟɧɢɹ ɛɪɟɧɞ ɭɫɩɟɥ ɩɪɢɧɹɬɶ ɭɱɚɫɬɢɟ ɜ ɦɟɠɞɭɧɚɪɨɞɧɨɣ ɬɭɪɢɫɬɢɱɟɫɤɨɣ ɜɵɫɬɚɜɤɟ ITB, ɤɨɬɨɪɚɹ ɩɪɨɲɥɚ ɫ 8 ɩɨ 14 ɦɚɪɬɚ ɜ Ȼɟɪɥɢɧɟ (Ƚɟɪɦɚɧɢɹ), ɝɞɟ ɡɚɧɹɥ 6 ɦɟɫɬɨ (ɉɨ ɦɧɟɧɢɸ ɟɟ ɨɪɝɚɧɢɡɚɬɨɪɨɜ, ɯɚɪɶɤɨɜɫɤɢɣ ɫɬɟɧɞ ɛɵɥ ɫɚɦɵɦ ɤɪɟɚɬɢɜɧɵɦ ɢɡ ɭɤɪɚɢɧɫɤɢɯ ɝɨɪɨɞɨɜ.). ȼ ɪɚɡɪɚɛɨɬɤɟ ɛɪɟɧɞɚ ɩɪɢɧɹɥɢ ɭɱɚɫɬɢɟ ɫɩɟɰɢɚɥɢɫɬɵ ɯɚɪɶɤɨɜɫɤɨɣ ɨɪɝɚɧɢɡɚɰɢɢ ɋɨɸɡɚ ɞɢɡɚɣɧɟɪɨɜ ɍɤɪɚɢɧɵ. Ʉɚɤ ɡɚɹɜɢɥ ɞɢɪɟɤɬɨɪ Ⱦɟɩɚɪɬɚɦɟɧɬɚ ɦɟɠɞɭɧɚɪɨɞɧɨɝɨ ɫɨɬɪɭɞɧɢɱɟɫɬɜɚ ɏɚɪɶɤɨɜɫɤɨɝɨ ɝɨɪɫɨɜɟɬɚ Ⱥɥɟɤɫɟɣ ɉɨɧɢɤɚɪɨɜɫɤɢɣ, "ȼ ɝɪɚɮɢɱɟɫɤɨɣ ɩɪɨɫɬɨɬɟ ɢ ɥɚɤɨɧɢɱɧɨɫɬɢ ɫɥɨɝɚɧɚ, ɤɨɬɨɪɵɣ ɜɵɛɢɪɚɟɬɫɹ ɞɥɹ ɯɚɪɚɤɬɟɪɢɫɬɢɤɢ ɝɨɪɨɞɚ, ɦɵ ɫɬɪɟɦɢɥɢɫɶ ɨɬɨɛɪɚɡɢɬɶ ɝɨɫɬɟɩɪɢɢɦɫɬɜɨ ɢ ɪɚɞɭɲɢɟ ɯɚɪɶɤɨɜɱɚɧ, ɫɬɪɟɦɥɟɧɢɟ ɩɨɡɧɚɜɚɬɶ ɫɟɛɹ ɢ ɞɪɭɝɢɯ. Ⱥ ɡɟɥɟɧɵɣ ɰɜɟɬ, ɤɨɬɨɪɵɣ ɟɫɬɶ ɧɚ ɥɨɝɨɬɢɩɟ, ɯɚɪɚɤɬɟɪɟɧ ɤɚɤ ɞɥɹ ɝɨɪɨɞɚ, ɬɚɤ ɢ ɞɥɹ ɨɛɥɚɫɬɢ. Ʌɨɝɨɬɢɩ ɚɫɫɨɰɢɢɪɭɟɬɫɹ ɢ ɫ ɩɟɪɜɨɣ ɛɭɤɜɨɣ ɧɚɡɜɚɧɢɹ ɧɚɲɟɝɨ ɝɨɪɨɞɚ, ɢ ɫ ɩɟɪɟɤɪɟɫɬɤɨɦ ɪɚɡɧɵɯ ɩɭɬɟɣ, ɧɚ ɤɨɬɨɪɨɦ ɫɬɨɢɬ ɏɚɪɶɤɨɜ, ɜ ɬɨ ɠɟ ɜɪɟɦɹ ɨɧ ɩɨɯɨɠ ɧɚ ɱɟɥɨɜɟɤɚ, ɤɨɬɨɪɵɣ ɪɚɞɨɫɬɧɨ ɩɨɞɧɢɦɚɟɬ ɪɭɤɢ". Ⱦɟɜɢɡɨɦ ɛɪɟɧɞɚ ɫɬɚɥɚ ɮɪɚɡɚ: "Kharkiv – smart city" (ɏɚɪɶɤɨɜ – ɭɦɧɵɣ ɝɨɪɨɞ). ɉɪɢ ɷɬɨɦ ɤɚɠɞɭɸ ɛɭɤɜɭ ɫɥɨɜɚ S.M.A.R.T. ɦɨɠɧɨ ɪɚɫɲɢɮɪɨɜɚɬɶ: ɫɨɰɢɚɥɶɧɵɣ (social), ɫɨɜɪɟɦɟɧɧɵɣ (modern), ɝɨɪɨɞ ɢɫɤɭɫɫɬɜɚ (art), ɝɨɪɨɞ ɢɫɫɥɟɞɨɜɚɧɢɣ (research) ɢ ɬɭɪɢɫɬɢɱɟɫɤɢɣ (tourist) ɝɨɪɨɞ. ɉɨ ɟɝɨ ɫɥɨɜɚɦ, ɨɛɬɟɤɚɟɦɨɫɬɶ ɥɢɧɢɣ ɥɨɝɨɬɢɩɚ ɝɨɜɨɪɢɬ ɨ ɪɚɞɭɲɢɢ ɢ ɧɟɤɨɧɮɥɢɤɬɧɨɫɬɢ ɯɚɪɶɤɨɜɱɚɧ. Ȼɪɟɧɞ ɛɭɞɟɬ ɢɫɩɨɥɶɡɨɜɚɬɶɫɹ ɞɥɹ ɩɪɟɡɟɧɬɚɰɢɢ ɝɨɪɨɞɚ ɧɚ ɬɭɪɢɫɬɢɱɟɫɤɢɯ ɜɵɫɬɚɜɤɚɯ.

Ɋɢɫ. 1. Ɍɭɪɢɫɬɢɱɟɫɤɢɣ ɛɪɟɧɞ ɏɚɪɶɤɨɜɚ

Ɍɚɤɢɦ ɨɛɪɚɡɨɦ, ɦɵ ɜɢɞɢɦ, ɱɬɨ ɪɟɱɶ ɢɞɟɬ ɢɦɟɧɧɨ ɨ ɬɭɪɢɫɬɢɱɟɫɤɨɦ ɛɪɟɧɞɟ, ɬɨ ɟɫɬɶ ɰɟɥɟɜɨɣ ɝɪɭɩɩɨɣ ɜɵɫɬɭɩɚɸɬ ɬɭɪɢɫɬɵ, ɚ ɰɟɥɶɸ – ɢɯ ɩɪɢɜɥɟɱɟɧɢɟ ɜ ɝɨɪɨɞ. Ɉɱɟɜɢɞɧɨ, ɱɬɨ ɢɦɟɧɧɨ ɧɚ ɧɢɯ ɞɨɥɠɧɵ ɛɵɬɶ ɨɪɢɟɧɬɢɪɨɜɚɧɵ ɫɦɵɫɥɨɜɵɟ ɢɧɬɟɪɩɪɟɬɚɰɢɢ ɛɪɟɧɞɚ. Ɉɞɧɚɤɨ, ɟɫɥɢ ɯɚɪɚɤɬɟɪɢɫɬɢɤɢ "ɫɨɜɪɟɦɟɧɧɵɣ" ɢ "ɝɨɪɨɞ ɢɫɤɭɫɫɬɜɚ" ɜ ɨɬɧɨɲɟ-

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ǰ ǥ ǿ ǻ Ƕ Ǹ ǸȖȴȐȟȪȘȜȑȜ țȎȤȳȜțȎșȪțȜȑȜ ȡțȳȐȓȞȟȖȠȓȠȡ ȳȚȓțȳ ȀȎȞȎȟȎ ȆȓȐȥȓțȘȎ

ɧɢɢ ɬɭɪɢɫɬɨɜ ɜɩɨɥɧɟ ɩɪɢɟɦɥɟɦɵ ɫ ɬɨɱɤɢ ɡɪɟɧɢɹ ɩɨɡɢɰɢɨɧɢɪɨɜɚɧɢɹ ɤɚɤ ɨɛɨɡɧɚɱɟɧɢɹ ɨɬɥɢɱɢɣ ɨɬ ɝɨɪɨɞɨɜ-ɤɨɧɤɭɪɟɧɬɨɜ (ɟɫɥɢ ɨɧɢ ɜɨɩɥɨɳɟɧɵ ɜ ɫɨɨɬɜɟɬɫɬɜɭɸɳɢɯ ɝɨɪɨɞɫɤɢɯ ɨɛɴɟɤɬɚɯ ɢ ɫɨɛɵɬɢɹɯ, ɱɬɨ ɩɨɤɚ ɧɟ ɜɩɨɥɧɟ ɨɱɟɜɢɞɧɨ), ɬɨ ɨɫɬɚɥɶɧɵɟ ɜɵɡɵɜɚɸɬ ɜɨɩɪɨɫɵ. ɉɨɠɚɥɭɣ, ɦɨɝɭɬ ɢɦɟɬɶ ɫɦɵɫɥ ɬɚɤɢɟ ɯɚɪɚɤɬɟɪɢɫɬɢɤɢ, ɤɚɤ "ɫɨɰɢɚɥɶɧɵɣ" ɢ "ɬɭɪɢɫɬɢɱɟɫɤɢɣ" - ɜɟɪɨɹɬɧɨ, ɜ ɩɟɪɜɨɦ ɫɥɭɱɚɟ ɢɦɟɸɬɫɹ ɜ ɜɢɞɭ ɜɨɡɦɨɠɧɨɫɬɢ ɞɥɹ ɪɚɡɧɨɨɛɪɚɡɧɨɝɨ ɨɛɳɟɧɢɹ, ɚ ɜɨ ɜɬɨɪɨɦ – ɭɞɨɛɫɬɜɨ ɢɧɮɪɚɫɬɪɭɤɬɭɪɵ ɢɦɟɧɧɨ ɞɥɹ ɬɭɪɢɫɬɢɱɟɫɤɨɣ ɚɤɬɢɜɧɨɫɬɢ. ɇɨ ɜɪɹɞ ɥɢ ɷɬɨ ɦɨɠɟɬ ɩɨɞɱɟɪɤɢɜɚɬɶ ɭɧɢɤɚɥɶɧɨɫɬɶ ɩɪɟɞɥɨɠɟɧɢɹ ɝɨɪɨɞɚ. ɇɚɢɛɨɥɟɟ ɞɢɮɮɟɪɟɧɰɢɪɭɸɳɟɣ ɯɚɪɚɤɬɟɪɢɫɬɢɤɨɣ ɜɵɫɬɭɩɚɟɬ "ɝɨɪɨɞ ɢɫɫɥɟɞɨɜɚɧɢɣ", ɞɚ ɢ ɫɚɦɨ ɧɚɡɜɚɧɢɟ "ɭɦɧɵɣ ɝɨɪɨɞ" ɩɪɟɞɩɨɥɚɝɚɟɬ ɩɪɨɱɬɟɧɢɟ ɝɨɪɨɞɚ ɤɚɤ ɫɜɹɡɚɧɧɨɝɨ ɫ ɧɚɭɤɨɣ, ɨɛɪɚɡɨɜɚɧɢɟɦ ɢ ɢɧɧɨɜɚɰɢɹɦɢ, ɧɨ ɤɚɤɢɟ ɢɦɟɧɧɨ ɨɛɴɟɤɬɵ ɢ ɫɨɛɵɬɢɹ, ɫɜɹɡɚɧɧɵɟ ɫ ɷɬɢɦ ɦɨɝɭɬ ɡɚɢɧɬɟɪɟɫɨɜɚɬɶ ɬɭɪɢɫɬɨɜ, ɩɨɤɚ ɨɫɬɚɟɬɫɹ ɧɟɹɫɧɵɦ. ɉɪɨɡɜɭɱɚɜɲɢɟ ɜ ɩɪɟɡɟɧɬɚɰɢɢ ɫɥɨɜɚ ɨ ɏɚɪɶɤɨɜɟ ɤɚɤ ɝɨɪɨɞɟɩɟɪɟɤɪɟɫɬɤɟ ɨɬɫɵɥɚɸɬ, ɜ ɫɜɨɸ ɨɱɟɪɟɞɶ, ɤ ɞɪɭɝɢɦ ɨɛɪɚɡɚɦ, ɢ ɩɪɟɞɩɨɥɚɝɚɸɬ ɢɧɵɟ ɫɬɪɚɬɟɝɢɢ ɩɪɨɞɜɢɠɟɧɢɹ (ɫɦ. [Ɇɚɪɤɟɬɢɧɝ ɜ Ɋɨɫɫɢɢ]). ȼ ɤɚɤɨɣ ɦɟɪɟ ɝɪɚɮɢɱɟɫɤɢɣ ɞɢɡɚɣɧ ɥɨɝɨɬɢɩɚ ɢɞɟɧɬɢɮɢɰɢɪɭɟɬ ɝɨɪɨɞ ɜ ɡɚɹɜɥɟɧɧɨɦ ɤɚɱɟɫɬɜɟ, ɬɚɤɠɟ ɨɫɬɚɟɬɫɹ ɧɟ ɜɩɨɥɧɟ ɩɨɧɹɬɧɵɦ. ɋɥɟɞɭɟɬ ɨɛɨɡɧɚɱɢɬɶ ɟɳɟ ɨɞɢɧ ɦɨɦɟɧɬ ɤɪɢɬɢɤɢ, ɚ ɢɦɟɧɧɨ: ɨɬɫɭɬɫɬɜɢɟ ɩɪɨɡɪɚɱɧɨɫɬɢ ɜ ɩɪɨɰɟɫɫɟ ɪɚɡɪɚɛɨɬɤɢ ɛɪɟɧɞɚ, ɧɚ ɱɬɨ ɭɤɚɡɵɜɚɥɢ ɭɱɚɫɬɧɢɤɢ ɩɪɨɯɨɞɢɜɲɟɝɨ ɜ ɦɚɟ 2011 ɝɨɞɚ ɦɟɠɞɭɧɚɪɨɞɧɨɝɨ ɫɟɦɢɧɚɪɚ "ȿɜɪɨ-2012: ɧɨɜɵɟ ɜɨɡɦɨɠɧɨɫɬɢ ɞɥɹ ɏɚɪɶɤɨɜɚ ɤɚɤ ɢɧɬɟɪɧɚɰɢɨɧɚɥɶɧɨɝɨ ɝɨɪɨɞɚ" (ɯɨɬɹ ɨɪɝɚɧɢɡɚɬɨɪɵ ɫɟɦɢɧɚɪɚ ɷɬɢ ɨɛɜɢɧɟɧɢɹ ɨɬɪɢɰɚɥɢ). ȼɵɡɜɚɥɨ ɜɨɩɪɨɫɵ, ɧɚɩɪɢɦɟɪ, ɬɨ, ɱɬɨ ɟɳɟ ɧɟɫɤɨɥɶɤɨ ɥɟɬ ɧɚɡɚɞ ɞɢɡɚɣɧɟɪɵ ɫɬɭɞɢɢ 3Z ɩɪɟɞɥɨɠɢɥɢ ɫɜɨɣ ɥɨɝɨɬɢɩ ɝɨɪɨɞɚ (ɩɪɨɟɤɬ "ɂɞɟɧɬɢɮɢɤɚɰɢɹ ɏɚɪɶɤɨɜɚ") [Ɇɨɥɨɞɵɟ], ɤɨɬɨɪɵɣ ɜ ɩɪɨɰɟɫɫɟ ɪɚɡɪɚɛɨɬɤɢ ɧɵɧɟɲɧɟɝɨ ɛɪɟɧɞɚ ɛɵɥ ɩɪɨɢɝɧɨɪɢɪɨɜɚɧ. ɉɪɟɞɥɨɠɟɧɧɵɣ ɢɦɢ ɚɥɶɬɟɪɧɚɬɢɜɧɵɣ ɥɨɝɨɬɢɩ ɝɨɪɨɞɚ ɜɵɞɜɢɝɚɥɫɹ ɜ ɩɪɨɬɢɜɨɩɨɥɨɠɧɨɫɬɶ ɫɭɳɟɫɬɜɭɸɳɟɦɭ ɝɟɪɛɭ, ɧɟ ɜɵɩɨɥɧɹɸɳɟɦɭ, ɩɨ ɦɵɫɥɢ ɞɢɡɚɣɧɟɪɨɜ, ɦɚɪɤɟɬɢɧɝɨɜɵɯ ɮɭɧɤɰɢɣ. Ɋɚɡɪɚɛɨɬɤɚ ɧɨɜɨɝɨ ɝɟɪɛɚ ɏɚɪɶɤɨɜɚ ɨɫɧɨɜɵɜɚɥɚɫɶ ɧɚ ɫɥɟɞɭɸɳɢɯ ɩɪɟɞɫɬɚɜɥɟɧɢɹɯ ɨ ɝɨɪɨɞɟ: Ƚɨɪɨɞ [ɢɤɫ] ɯ. ɏɚɪɶɤɨɜ – ɝɨɪɨɞ ɢɞɟɣ. ɏɚɪɶɤɨɜ – ɫɸɪɩɪɢɡ. ɇɟ ɡɚɲɬɚɬɧɚɹ ɛɵɜɲɚɹ ɢɦɩɟɪɫɤɚɹ ɩɪɨɜɢɧɰɢɹ, ɧɟ ɜɬɨɪɨɫɬɟɩɟɧɧɵɣ ɝɨɪɨɞ, ɚ ɝɨɪɨɞ ɫɩɨɫɨɛɧɵɣ ɭɞɢɜɥɹɬɶ. Ƚɨɪɨɞ ɧɚɭɤɢ, ɤɭɥɶɬɭɪɵ, ɢɧɬɟɥɥɢɝɟɧɰɢɢ, ɢɫɤɭɫɫɬɜɚ, ɩɪɨɦɵɲɥɟɧɧɨɫɬɢ. Ƚɨɪɨɞ ɪɚɡɜɢɬɢɹ. Ƚɨɪɨɞ ɜɨɡɦɨɠɧɨɫɬɟɣ. ɂɦɟɧɧɨ ɩɨɷɬɨɦɭ ɥɨɝɨɬɢɩ ɫɨɡɞɚɧ ɢɡ ɛɭɤɜɵ -ɯ-. Ȼɢɤɭɥɶɬɭɪɧɨɫɬɶ. ɏɚɪɶɤɨɜ – ɝɨɪɨɞ ɩɟɪɟɫɟɱɟɧɢɹ ɤɭɥɶɬɭɪ. ɏɚɪɶɤɨɜ ɩɪɟɞɫɬɚɜɥɹɟɬ ɫɨɛɨɣ ɤɭɥɶɬɭɪɧɵɣ ɩɪɨɞɭɤɬ ɞɜɭɯ ɧɚɰɢɣ, ɢ ɬɚɤɚɹ ɫɩɟɰɢɮɢɱɟɫɤɚɹ ɫɦɟɫɶ ɢɦɟɟɬ ɨɩɪɟɞɟɥɹɸɳɟɟ ɡɧɚɱɟɧɢɟ ɞɥɹ ɢɞɟɧɬɢɮɢɤɚɰɢɢ. Ʉɨɧɫɬɪɭɤɬɢɜɢɡɦ. ɏɚɪɶɤɨɜ – ɝɨɪɨɞ ɤɨɧɫɬɪɭɤɬɢɜɧɵɣ. Ʉɭɛɢɤɢ – ɞɚɧɶ ɯɚɪɶɤɨɜɫɤɨɦɭ ɤɨɧɫɬɪɭɤɬɢɜɢɡɦɭ ɤɚɤ ɚɪɯɢɬɟɤɬɭɪɧɨɦɭ ɫɬɢɥɸ. Ʉɭɛ ɬɚɤɠɟ ɫɢɦɜɨɥɢɡɢɪɭɟɬ ɫɬɚɛɢɥɶɧɨɫɬɶ ɢ ɪɚɰɢɨɧɚɥɶɧɨɫɬɶ.

ɋɬɪɟɦɥɟɧɢɟ. ɏɚɪɶɤɨɜ – ɝɨɪɨɞ ɫɜɨɛɨɞɧɵɣ. ȼ ɨɫɧɨɜɟ ɥɨɝɨɬɢɩɚ ɥɟɠɢɬ ɫɬɪɟɥɚ ɢɡ ɩɟɪɜɨɝɨ ɤɚɡɚɰɤɨɝɨ ɝɟɪɛɚ ɏɚɪɶɤɨɜɚ. Ɉɧɚ ɧɟɫɺɬ ɢɞɟɸ ɩɨɥɺɬɚ, ɫɜɨɛɨɞɵ, ɝɨɪɞɨɫɬɢ, ɰɟɥɟɭɫɬɪɟɦɥɺɧɧɨɫɬɢ ɢ ɩɨɢɫɤɚ.

Ɋɢɫ. 2. ɇɨɜɵɣ ɝɟɪɛ ɏɚɪɶɤɨɜɚ, ɩɪɟɞɥɨɠɟɧɧɵɣ ɞɢɡɚɣɧɟɪɚɦɢ ɫɬɭɞɢɢ 3Z (ɩɪɨɟɤɬ "ɂɞɟɧɬɢɮɢɤɚɰɢɹ ɏɚɪɶɤɨɜɚ")

ɉɪɢɦɟɱɚɬɟɥɶɧɨ, ɱɬɨ ɨɞɧɨɜɪɟɦɟɧɧɨ ɫ ɫɨɡɞɚɧɢɟɦ ɧɨɜɨɝɨ ɫɢɦɜɨɥɚ ɝɨɪɨɞɚ ɞɢɡɚɣɧɟɪɵ ɪɚɡɪɚɛɨɬɚɥɢ ɩɪɢɦɟɪɵ ɟɝɨ ɢɫɩɨɥɶɡɨɜɚɧɢɹ ɜ ɝɨɪɨɞɫɤɨɣ ɧɚɜɢɝɚɰɢɢ, ɨɮɨɪɦɥɟɧɢɢ ɬɚɛɥɢɱɟɤ ɢ ɥɨɝɨɬɢɩɨɜ ɦɭɧɢɰɢɩɚɥɶɧɵɯ ɫɥɭɠɛ ɢ ɭɱɪɟɠɞɟɧɢɣ ɢ ɩɪɨɱ. Ⱦɚɧɧɵɣ ɛɪɟɧɞ, ɢɡɧɚɱɚɥɶɧɨ, ɤɚɤ ɜɢɞɢɦ, ɨɪɢɟɧɬɢɪɨɜɚɧ ɧɟ ɫɬɨɥɶɤɨ ɧɚ ɬɭɪɢɫɬɨɜ, ɫɤɨɥɶɤɨ ɧɚ ɫɚɦɢɯ ɝɨɪɨɠɚɧ ɤɚɤ ɰɟɥɟɜɭɸ ɝɪɭɩɩɭ. Ɍɚɤɠɟ ɫɥɟɞɭɟɬ ɭɩɨɦɹɧɭɬɶ ɩɪɨɯɨɞɢɜɲɟɟɫɹ ɜ ɮɟɜɪɚɥɟ 2011 ɝɨɞɚ ɨɛɫɭɠɞɟɧɢɟ "ɛɪɟɧɞ-ɩɥɚɬɮɨɪɦɵ" ɏɚɪɶɤɨɜɚ, ɤɨɬɨɪɨɟ ɩɪɨɯɨɞɢɥɨ ɜ ɮɨɪɦɟ ɬɪɟɧɢɧɝɚ, ɢ ɜ ɤɨɬɨɪɨɦ ɦɨɝɥɢ ɭɱɚɫɬɜɨɜɚɬɶ ɜɫɟ ɠɟɥɚɸɳɢɟ [Ȼɪɟɧɞɩɥɚɬɮɨɪɦɚ]. ɉɨ ɟɝɨ ɪɟɡɭɥɶɬɚɬɚɦ ɛɵɥɢ ɨɩɪɟɞɟɥɟɧɵ ɫɦɵɫɥɵ, ɚɫɫɨɰɢɢɪɭɟɦɵɟ ɫ ɝɨɪɨɞɨɦ: x ɫɜɨɛɨɞɚ, ɫɚɦɨɪɟɚɥɢɡɚɰɢɹ, ɚɦɛɢɰɢɨɡɧɨɫɬɶ, ɢɧɞɢɜɢɞɭɚɥɢɡɦ x ɬɜɨɪɱɟɫɬɜɨ, ɤɪɟɚɬɢɜɧɨɫɬɶ, ɫɬɢɥɶ, ɜɤɭɫ, ɦɨɞɚ x ɢɧɬɟɥɥɟɤɬɭɚɥɶɧɨɫɬɶ, ɨɛɪɚɡɨɜɚɧɧɨɫɬɶ ɢ ɨɛɪɚɡɨɜɚɬɟɥɶɧɚɹ ɛɚɡɚ, ɧɚɭɱɧɵɣ ɩɨɬɟɧɰɢɚɥ, ɩɪɢɜɵɱɤɚ ɭɱɢɬɶɫɹ ɢ ɭɦɟɧɢɟ ɨɛɭɱɚɬɶ x ɨɬɤɪɵɬɨɫɬɶ, ɷɤɥɟɤɬɢɱɧɨɫɬɶ, ɤɪɨɫɫɤɭɥɶɬɭɪɧɨɫɬɶ, ɬɨɥɟɪɚɧɬɧɨɫɬɶ, ɦɭɥɶɬɢɩɨɥɹɪɧɨɫɬɶ x ɩɪɟɞɩɪɢɢɦɱɢɜɨɫɬɶ, ɤɨɦɦɟɪɰɢɹ, ɭɦɟɧɢɟ ɬɨɪɝɨɜɚɬɶ/ɩɨɤɭɩɚɬɶ ɉɨ ɦɵɫɥɢ ɭɱɚɫɬɧɢɤɨɜ, ɏɚɪɶɤɨɜ ɦɨɠɟɬ ɜɵɫɬɭɩɚɬɶ "ɞɥɹ ɦɢɪɚ" ɜ ɤɚɱɟɫɬɜɟ "Ɇɟɤɤɢ ɬɜɨɪɱɟɫɤɨɝɨ ɩɪɟɞɩɪɢɧɢɦɚɬɟɥɶɫɬɜɚ". ɉɪɢɦɟɱɚɬɟɥɶɧɨ, ɱɬɨ ɡɞɟɫɶ ɠɟ ɜ ɤɚɱɟɫɬɜɟ ɫɨɛɵɬɢɣ, ɤɨɬɨɪɵɟ ɞɟɥɚɸɬ ɏɚɪɶɤɨɜ ɏɚɪɶɤɨɜɨɦ, ɭɱɚɫɬɧɢɤɢ ɭɤɚɡɚɥɢ ɫɥɟɞɭɸɳɢɟ x ɩɨɤɭɩɤɢ ɧɚ Ȼɚɪɚɛɚɲɨɜɨ [Ȼɚɪɚɛɚɲɨɜɨ – ɤɪɭɩɧɟɣɲɢɣ ɩɪɨɦɵɲɥɟɧɧɨ-ɜɟɳɟɜɨɣ ɪɵɧɨɤ ɍɤɪɚɢɧɵ, ɡɚɧɢɦɚɟɬ ɩɥɨɳɚɞɶ ɛɨɥɟɟ 75 ɝɚ, ɹɜɥɹɹɫɶ ɫɚɦɵɦ ɛɨɥɶɲɢɦ ɜ ȼɨɫɬɨɱɧɨɣ ȿɜɪɨɩɟ, ɪɚɫɩɨɥɨɠɟɧ ɜ ɏɚɪɶɤɨɜɟ ɦɟɠɞɭ ɫɬɚɧɰɢɹɦɢ ɦɟɬɪɨ "Ⱥɤɚɞɟɦɢɤɚ ɉɚɜɥɨɜɚ" ɢ "Ⱥɤɚɞɟɦɢɤɚ Ȼɚɪɚɛɚɲɨɜɚ". Ɉɬ ɩɨɫɥɟɞɧɟɣ ɫɬɚɧɰɢɢ ɢ ɩɪɨɢɡɨɲɥɨ ɧɚɡɜɚɧɢɟ.]; x ɫɨɛɵɬɢɹ ɧɚ ɩɥɨɳɚɞɢ ɋɜɨɛɨɞɵ; x ɫɩɨɪɬɢɜɧɵɟ ɫɨɛɵɬɢɹ; x ɫɚɥɸɬɵ, ɮɟɣɟɪɜɟɪɤɢ, ɩɪɨɟɤɰɢɨɧɧɵɟ ɲɨɭ; Ʉɚɤ ɜɢɞɢɦ, ɢɡ ɡɚɹɜɥɟɧɧɵɯ ɫɦɵɫɥɨɜ ɥɢɲɶ "ɤɨɦɦɟɪɱɟɫɤɢɣ" ɹɜɧɨ ɪɟɚɥɢɡɭɟɬɫɹ ɜ ɝɨɪɨɞɫɤɢɯ ɫɨɛɵɬɢɹɯ, ɜɵɡɵɜɚɹ, ɨɞɧɚɤɨ, ɧɟɭɞɨɜɥɟɬɜɨɪɟɧɧɨɫɬɶ ɭ

ǿǼȄǥǼǹǼDZǥȍ. 3/2012

ɝɨɪɨɠɚɧ, ɨɬɦɟɱɚɜɲɢɯ ɧɟɨɛɯɨɞɢɦɨɫɬɶ ɫɨɡɞɚɧɢɹ/ɚɤɰɟɧɬɢɪɨɜɚɧɢɹ ɧɨɜɨɣ ɪɨɥɢ ɝɨɪɨɞɚ. *** ɉɪɢɧɰɢɩɢɚɥɶɧɨ ɜɚɠɧɵɦ ɩɪɟɞɫɬɚɜɥɹɟɬɫɹ ɩɨɞɱɟɪɤɧɭɬɶ, ɱɬɨ ɢɡɛɟɠɚɬɶ ɨɲɢɛɨɤ ɜ ɩɨɡɢɰɢɨɧɢɪɨɜɚɧɢɢ ɝɨɪɨɞɚ, ɪɚɡɪɚɛɨɬɤɟ ɛɪɟɧɞɚ ɤɚɤ ɤɨɧɫɬɪɭɢɪɨɜɚɧɢɢ ɝɨɪɨɞɫɤɨɣ ɢɞɟɧɬɢɱɧɨɫɬɢ ɢ ɜ ɰɟɥɨɦ ɜ ɟɝɨ ɩɪɨɞɜɢɠɟɧɢɢ ɦɨɝɭɬ ɩɨɦɨɱɶ ɢɫɫɥɟɞɨɜɚɧɢɹ, ɧɚɩɪɚɜɥɟɧɧɵɟ ɧɚ ɜɵɹɜɥɟɧɢɟ ɫɭɳɟɫɬɜɭɸɳɢɯ ɩɪɟɞɫɬɚɜɥɟɧɢɣ ɨ ɝɨɪɨɞɟ. Ʉɚɤ ɭɠɟ ɨɬɦɟɱɚɥɨɫɶ, ɩɪɚɤɬɢɱɟɫɤɢ ɧɚɜɟɪɧɹɤɚ ɭ ɬɟɯ, ɞɥɹ ɤɨɝɨ ɦɵ ɤɨɧɫɬɪɭɢɪɭɟɦ ɜɢɞɟɧɢɟ ɝɨɪɨɞɚ, ɭɠɟ ɟɫɬɶ ɫɜɨɢ ɩɪɟɞɫɬɚɜɥɟɧɢɹ ɨ ɧɟɦ, ɚ ɡɧɚɱɢɬ, ɡɚɞɚɱɚ ɩɨɫɬɪɨɟɧɢɹ ɛɪɟɧɞɚ ɛɭɞɟɬ ɨɡɧɚɱɚɬɶ ɢɡɦɟɧɟɧɢɟ ɫɭɳɟɫɬɜɭɸɳɢɯ ɩɪɟɞɫɬɚɜɥɟɧɢɣ. ɉɨɷɬɨɦɭ ɩɪɢɧɰɢɩɢɚɥɶɧɨ ɜɚɠɟɧ ɜɨɩɪɨɫ ɨ ɬɨɦ, ɤɚɤɨɜɵ ɨɧɢ. Ʉɚɤ ɦɢɧɢɦɭɦ – ɭ ɬɟɯ, ɧɚ ɤɨɝɨ ɦɵ ɯɨɬɢɦ ɩɨɜɥɢɹɬɶ, ɚ ɤɚɤ ɦɚɤɫɢɦɭɦ – ɭ ɬɟɯ, ɫ ɤɟɦ ɩɪɟɞɫɬɚɜɢɬɟɥɢ ɧɚɲɟɣ ɰɟɥɟɜɨɣ ɚɭɞɢɬɨɪɢɢ ɛɭɞɭɬ ɫɬɚɥɤɢɜɚɬɶɫɹ ɧɚ ɭɥɢɰɟ, ɜ ɨɛɳɟɫɬɜɟɧɧɨɦ ɬɪɚɧɫɩɨɪɬɟ, ɜ ɦɚɝɚɡɢɧɟ ɢ ɬ.ɞ. Ɍɨɥɶɤɨ ɡɧɚɹ ɷɬɨ ɦɨɠɧɨ ɷɮɮɟɤɬɢɜɧɨ ɫɬɪɨɢɬɶ ɠɟɥɚɟɦɭɸ ɢɞɟɧɬɢɱɧɨɫɬɶ ɝɨɪɨɞɚ. ȼɢɞɟɧɢɟ ɝɨɪɨɞɚ ɩɭɫɬɶ ɞɚɠɟ ɜɟɫɶɦɚ ɢɧɢɰɢɚɬɢɜɧɵɦɢ ɝɪɭɩɩɚɦɢ ɝɨɪɨɠɚɧ, ɧɚ ɧɚɲ ɜɡɝɥɹɞ, ɧɟ ɞɚɟɬ ɢɫɱɟɪɩɵɜɚɸɳɟɣ ɤɚɪɬɢɧɵ. Ɂɞɟɫɶ ɧɟɨɛɯɨɞɢɦɵ ɫɟɪɶɟɡɧɵɟ, ɜ ɬɨɦ ɱɢɫɥɟ ɦɚɫɫɨɜɵɟ, ɢɫɫɥɟɞɨɜɚɧɢɹ [ɀɟɥɚɬɟɥɶɧɨ, ɨɯɜɚɬɵɜɚɸɳɢɟ ɩɨɬɟɧɰɢɚɥɶɧɵɯ ɬɭɪɢɫɬɨɜ, ɢɧɜɟɫɬɨɪɨɜ, ɩɪɟɞɫɬɚɜɢɬɟɥɟɣ ɋɆɂ ɢ ɪɟɣɬɢɧɝɨɜɵɯ ɚɝɟɧɬɫɬɜ ɢ ɬ.ɞ., ɜ ɛɨɥɶɲɢɧɫɬɜɟ ɫɥɭɱɚɟɜ ɧɟ ɹɜɥɹɸɳɢɯɫɹ ɠɢɬɟɥɹɦɢ ɞɚɧɧɨɝɨ ɝɨɪɨɞɚ.]. Ɍɚɤ, ɚɜɬɨɪɫɤɢɟ ɢɫɫɥɟɞɨɜɚɧɢɹ ɩɨɡɜɨɥɹɸɬ ɭɬɨɱɧɢɬɶ ɜɨɫɩɪɢɧɢɦɚɟɦɵɟ ɯɚɪɚɤɬɟɪɢɫɬɢɤɢ ɝɨɪɨɞɚ ɏɚɪɶɤɨɜɚ. ɉɨ ɦɚɬɟɪɢɚɥɚɦ ɨɩɪɨɫɨɜ ɫɬɭɞɟɧɬɨɜɩɟɪɜɨɤɭɪɫɧɢɤɨɜ ɯɚɪɶɤɨɜɫɤɢɯ ɜɭɡɨɜ, ɩɪɨɜɟɞɟɧɧɵɯ ɤɚɮɟɞɪɨɣ ɭɤɪɚɢɧɨɜɟɞɟɧɢɹ ɏɚɪɶɤɨɜɫɤɨɝɨ ɧɚɰɢɨɧɚɥɶɧɨɝɨ ɭɧɢɜɟɪɫɢɬɟɬɚ ɢɦɟɧɢ ȼ.ɇ. Ʉɚɪɚɡɢɧɚ ɢ ȼɨɫɬɨɱɧɵɦ ɢɧɫɬɢɬɭɬɨɦ ɭɤɪɚɢɧɨɜɟɞɟɧɢɹ ɢɦɟɧɢ Ʉɨɜɚɥɶɫɤɢɯ ɜ 2004, 2005, 2006–2007 ɢ 2009 ɝɨɞɚɯ [ȼ 2004 ɝɨɞɭ n=752, 5 ɜɭɡɨɜ; ɜ 2005: n=478, 5 ɜɭɡɨɜ, 2006-2007: n=1278, 9 ɜɭɡɨɜ; 2009: n=790; 8 ɜɭɡɨɜ. ȼɵɛɨɪɤɚ ɞɜɭɯɫɬɭɩɟɧɱɚɬɚɹ: ɧɚ ɩɟɪɜɨɦ ɷɬɚɩɟ ɛɵɥ ɢɫɩɨɥɶɡɨɜɚɧ ɩɪɢɧɰɢɩ ɨɫɧɨɜɧɨɝɨ ɦɚɫɫɢɜɚ, ɤɨɝɞɚ ɨɬɛɢɪɚɥɢɫɶ ɤɪɭɩɧɟɣɲɢɟ ɩɨ ɱɢɫɥɟɧɧɨɫɬɢ ɫɬɭɞɟɧɬɨɜ ɜɭɡɵ, ɧɚ ɜɬɨɪɨɦ – ɫɥɭɱɚɣɧɵɦ ɨɛɪɚɡɨɦ ɨɬɛɢɪɚɥɢɫɶ ɫɬɭɞɟɧɱɟɫɤɢɟ ɝɪɭɩɩɵ, ɜ ɤɨɬɨɪɵɯ ɩɪɨɜɨɞɢɥɨɫɶ ɫɩɥɨɲɧɨɟ ɚɧɤɟɬɢɪɨɜɚɧɢɟ. ɋɬɪɭɤɬɭɪɚ ɜɵɛɨɪɨɱɧɨɣ ɫɨɜɨɤɭɩɧɨɫɬɢ ɜɨ ɜɫɟɯ ɢɫɫɥɟɞɨɜɚɧɢɹɯ ɩɨɜɬɨɪɹɥɚɫɶ: 62 % – ɠɢɬɟɥɢ ɏɚɪɶɤɨɜɫɤɨɣ ɨɛɥɚɫɬɢ, ɫɪɟɞɢ ɞɪɭɝɢɯ ɨɛɥɚɫɬɟɣ ɥɢɞɢɪɭɸɬ Ⱦɨɧɟɰɤɚɹ (7 %), Ʌɭɝɚɧɫɤɚɹ, ɉɨɥɬɚɜɫɤɚɹ (ɩɨ 6 %), ɋɭɦɫɤɚɹ (4 %), Ⱦɧɟɩɪɨɩɟɬɪɨɜɫɤɚɹ ɢ ȺɊ Ʉɪɵɦ (ɩɨ 3 %), Ɂɚɩɨɪɨɠɫɤɚɹ (2 %); ɭɤɪɚɢɧɰɚɦɢ ɫɟɛɹ ɫɱɢɬɚɸɬ 71 %, ɪɭɫɫɤɢɦɢ – 27 % ɨɩɪɨɲɟɧɧɵɯ; ɱɚɳɟ ɨɩɪɨɲɟɧɧɵɟ ɢɫɩɨɥɶɡɭɸɬ ɪɭɫɫɤɢɣ ɹɡɵɤ, ɱɟɦ ɭɤɪɚɢɧɫɤɢɣ, ɤɚɤ ɜ ɫɨɛɫɬɜɟɧɧɨɣ ɫɟɦɶɟ, ɬɚɤ ɢ ɜɧɟ ɫɟɦɶɢ; ɟɫɬɟɫɬɜɟɧɧɵɦ ɢ ɬɟɯɧɢɱɟɫɤɢɦ ɧɚɭɤɚɦ ɨɛɭɱɚɸɬɫɹ 50 %, ɫɨɰɢɚɥɶɧɵɦ ɢ ɝɭɦɚɧɢɬɚɪɧɵɦ – 50 %.], ɦɨɠɧɨ ɜɵɹɜɢɬɶ ɫɥɟɞɭɸɳɢɟ ɩɪɟɞɫɬɚɜɥɟɧɢɹ ɨ ɏɚɪɶɤɨɜɟ: x ɜ ɤɭɥɶɬɭɪɧɨɦ ɩɪɨɫɬɪɚɧɫɬɜɟ ɝɨɪɨɞɨɜ ɝ.ɏɚɪɶɤɨɜ ɩɨɡɢɰɢɨɧɢɪɭɟɬɫɹ ɤɚɤ ɩɪɢɧɚɞɥɟɠɚɳɢɣ ɤ ɤɭɥɶɬɭɪɧɨɦɭ ɪɟɝɢɨɧɭ, ɫɜɹɡɚɧɧɨɦɭ ɫ Ⱦɨɧɟɰɤɨɦ ɢ Ʌɭɝɚɧɫɤɨɦ, ɫ ɨɞɧɨɣ ɫɬɨɪɨɧɵ, ɢ ɪɨɫɫɢɣɫɤɢɦɢ ɝɨɪɨɞɚɦɢ, ɫ ɞɪɭɝɨɣ;

~ 83 ~ x ɢɦɟɧɧɨ ɷɬɨɬ ɪɟɝɢɨɧ, ɤɚɤ ɢ ɝɨɪɨɞ ɏɚɪɶɤɨɜ, ɨɤɚɡɵɜɚɟɬɫɹ ɩɪɨɬɢɜɨɩɨɫɬɚɜɥɟɧɧɵɦ ɤɭɥɶɬɭɪɧɨɦɭ ɪɟɝɢɨɧɭ, ɩɪɟɞɫɬɚɜɥɟɧɧɨɦɭ Ʌɶɜɨɜɨɦ ɢ, ɨɬɱɚɫɬɢ, Ʉɢɟɜɨɦ; x ɷɬɨ ɧɟ ɢɫɤɥɸɱɚɟɬ ɪɚɫɫɦɨɬɪɟɧɢɹ ɏɚɪɶɤɨɜɚ ɤɚɤ ɭɤɪɚɢɧɫɤɨɝɨ ɝɨɪɨɞɚ; x ɯɚɪɚɤɬɟɪɢɫɬɢɤɚ ɏɚɪɶɤɨɜɚ ɤɚɤ "ɩɟɪɜɨɣ ɫɬɨɥɢɰɵ" ɍɤɪɚɢɧɵ ɩɨɥɭɱɚɟɬ ɜɵɪɚɠɟɧɢɟ ɜ ɢɧɬɟɪɩɪɟɬɚɰɢɢ ɟɝɨ ɤɚɤ ɞɭɯɨɜɧɨ ɢ ɤɭɥɶɬɭɪɧɨ ɛɥɢɡɤɨɝɨ ɤ ɫɬɨɥɢɰɚɦ – Ʉɢɟɜɭ ɢ Ɇɨɫɤɜɟ [Ɇɭɫɿɽɡɞɨɜ, 2008]. ɋɪɟɞɢ ɨɬɥɢɱɢɬɟɥɶɧɵɯ ɱɟɪɬ ɏɚɪɶɤɨɜɚ ɧɚɡɵɜɚɸɬ ɛɨɥɶɲɨɟ ɤɨɥɢɱɟɫɬɜɨ ɫɬɭɞɟɧɬɨɜ; ɫɢɦɜɨɥɚɦɢ ɜɵɫɬɭɩɚɸɬ ɝɟɪɛ ɝɨɪɨɞɚ, ɉɥɨɳɚɞɶ ɋɜɨɛɨɞɵ, ɮɭɬɛɨɥɶɧɵɣ ɤɥɭɛ "Ɇɟɬɚɥɥɢɫɬ" [ɑɬɨ ɨɱɟɜɢɞɧɨ ɫɜɹɡɚɧɨ ɫ ɩɨɫɥɟɞɧɢɦɢ ɞɨɫɬɢɠɟɧɢɹɦɢ ɤɨɦɚɧɞɵ.] ɢ ɏɚɪɶɤɨɜɫɤɢɣ ɬɪɚɤɬɨɪɧɵɣ ɡɚɜɨɞ; ɧɟɪɟɞɤɢ ɭɩɨɦɢɧɚɧɢɹ ɏɚɪɶɤɨɜɫɤɨɝɨ ɦɹɫɨɤɨɦɛɢɧɚɬɚ, ɩɢɜɚ "Ɋɨɝɚɧɶ", ɡɚɜɨɞɚ "Ɍɭɛɨɚɬɨɦ" ɢ ɮɚɛɪɢɤɢ "Ȼɢɫɤɜɢɬ-ɲɨɤɨɥɚɞ" [Ɇɭɫɢɟɡɞɨɜ, 2010]. ɇɚɩɨɦɧɢɦ, ɱɬɨ ɯɚɪɚɤɬɟɪ ɚɭɞɢɬɨɪɢɢ [ɉɪɟɢɦɭɳɟɫɬɜɟɧɧɨ ɪɭɫɫɤɨɹɡɵɱɧɵɟ ɫɬɭɞɟɧɬɵ-ɩɟɪɜɨɤɭɪɫɧɢɤɢ, ɩɪɟɞɫɬɚɜɥɹɸɳɢɟ ɫɨɛɫɬɜɟɧɧɨ ɏɚɪɶɤɨɜ ɢ ɜɨɫɬɨɱɧɵɟ ɨɛɥɚɫɬɢ ɍɤɪɚɢɧɵ] ɧɟ ɦɨɝ ɧɟ ɨɤɚɡɚɬɶ ɫɜɨɟɝɨ ɜɥɢɹɧɢɹ ɧɚ ɜɵɹɜɥɟɧɧɵɟ ɨɫɨɛɟɧɧɨɫɬɢ ɝɨɪɨɞɚ. ɉɨ ɢɬɨɝɚɦ ɢɫɫɥɟɞɨɜɚɧɢɹ "ɏɚɪɶɤɨɜɫɤɚɹ ɢɞɟɧɬɢɱɧɨɫɬɶ: ɩɪɟɞɫɬɚɜɥɟɧɢɹ ɨ ɝɨɪɨɞɟ ɢ ɟɝɨ ɢɫɬɨɪɢɢ ɤɚɤ ɮɚɤɬɨɪɵ ɢɞɟɧɬɢɮɢɤɚɰɢɢ", ɩɪɨɜɟɞɟɧɧɨɝɨ ɚɜɬɨɪɨɦ ɩɪɢ ɩɨɞɞɟɪɠɤɟ ɝɪɚɧɬɚ ɐɟɧɬɪɚ ɝɨɪɨɞɫɤɨɣ ɢɫɬɨɪɢɢ ɐɟɧɬɪɚɥɶɧɨ-ȼɨɫɬɨɱɧɨɣ ȿɜɪɨɩɵ ɜ 2008–2009 ɝɝ. [Ɇɟɬɨɞɵ ɫɛɨɪɚ ɢɧɮɨɪɦɚɰɢɢ – 1) ɚɧɚɥɢɡ ɞɨɤɭɦɟɧɬɨɜ (ɩɭɬɟɜɨɞɢɬɟɥɢ ɩɨ ɝɨɪɨɞɭ ɪɚɡɧɵɯ ɥɟɬ (1915, 1927, 1967, 1976, 1982, 2008), ɚɧɚɥɢɡ ɜɟɛɫɚɣɬɨɜ, ɪɚɡɥɢɱɧɵɟ ɧɚɭɱɧɵɟ ɢ ɩɭɛɥɢɰɢɫɬɢɱɟɫɤɢɟ ɩɨɩɵɬɤɢ ɨɛɨɡɧɚɱɟɧɢɹ ɫɩɟɰɢɮɢɤɢ ɝɨɪɨɞɚ ɢ ɩɪ.) ɢ 2) ɧɟɮɨɪɦɚɥɢɡɨɜɚɧɧɧɨɟ (ɥɟɣɬɦɨɬɢɜɧɨɟ) ɢ ɛɢɨɝɪɚɮɢɱɟɫɤɨɟ ɢɧɬɟɪɜɶɸ (ɨɩɪɨɲɟɧɨ 24 ɱɟɥɨɜɟɤɚ, ɢɡ ɧɢɯ ɪɨɞɢɜɲɢɯɫɹ ɜ ɏɚɪɶɤɨɜɟ 19, ɩɪɢɟɯɚɜɲɢɯ ɜ ɏɚɪɶɤɨɜ (ɛɨɥɟɟ 20 ɥɟɬ ɧɚɡɚɞ) 5; ɫ ɜɵɫɲɢɦ ɨɛɪɚɡɨɜɚɧɢɟɦ 11, ɛɟɡ ɜɵɫɲɟɝɨ ɨɛɪɚɡɨɜɚɧɢɹ 13; ɦɭɠɱɢɧ 10, ɠɟɧɳɢɧ 14, ɜɨɡɪɚɫɬ ɨɬ 23 ɞɨ 70 ɥɟɬ).] ɛɵɥ ɜɵɹɜɥɟɧ ɪɹɞ ɨɛɪɚɡɨɜ ɏɚɪɶɤɨɜɚ – "ɫɜɨɛɨɞɧɨɟ ɩɨɫɟɥɟɧɢɟ", ɬɨɪɝɨɜɵɣ ɢ ɬɪɚɧɫɩɨɪɬɧɵɣ ɭɡɟɥ, ɩɪɨɦɵɲɥɟɧɧɵɣ, ɧɚɭɱɧɵɣ, ɤɭɥɶɬɭɪɧɵɣ ɰɟɧɬɪ, "ɉɟɪɜɚɹ ɫɬɨɥɢɰɚ". ȼ ɪɚɡɧɵɟ ɜɪɟɦɟɧɚ ɩɨɞɱɟɪɤɢɜɚɥɢɫɶ ɪɚɡɧɵɟ ɨɛɪɚɡɵ. ɋɟɣɱɚɫ ɠɟ ɨɩɪɟɞɟɥɟɧɧɵɟ ɢɡ ɧɢɯ, ɜ ɡɚɜɢɫɢɦɨɫɬɢ ɨɬ ɧɟɨɛɯɨɞɢɦɨɫɬɢ, ɢɥɢ ɨɛɴɹɜɥɹɸɬɫɹ ɤɥɸɱɟɜɵɦɢ, ɢɥɢ ɢɝɧɨɪɢɪɭɸɬɫɹ. Ɍɚɤ, ɧɚɩɪɢɦɟɪ, ɚɤɰɟɧɬɢɪɨɜɚɧɢɟ ɜɧɢɦɚɧɢɹ ɧɚ ɭɤɪɚɢɧɢɡɚɰɢɢ 1920ɯ ɝɨɞɨɜ ɹɜɥɹɟɬɫɹ ɷɥɟɦɟɧɬɨɦ ɜɵɫɬɪɚɢɜɚɧɢɹ ɭɤɪɚɢɧɫɤɨɣ ɢɞɟɧɬɢɱɧɨɫɬɢ ɝɨɪɨɞɚ ɢ ɟɝɨ ɠɢɬɟɥɟɣ, ɚ ɮɨɪɦɭɥɚ "ɉɟɪɜɚɹ ɫɬɨɥɢɰɚ" ɹɜɥɹɟɬɫɹ ɨɬɫɵɥɤɨɣ ɤ ɩɪɨɦɵɲɥɟɧɧɨɦɭ ɢ ɧɚɭɱɧɨɦɭ ɜɟɥɢɱɢɸ. ɉɨɞɱɟɪɤɢɜɚɧɢɟ ɬɨɪɝɨɜɨɝɨ, ɛɚɧɤɨɜɫɤɨɝɨ ɢ ɩɪɟɞɩɪɢɧɢɦɚɬɟɥɶɫɤɨɝɨ ɩɪɨɲɥɨɝɨ ɥɨɝɢɱɧɨ ɜ ɤɨɧɬɟɤɫɬɟ ɧɵɧɟɲɧɟɝɨ ɬɨɪɝɨɜɨɝɨ ɪɚɡɜɢɬɢɹ ɏɚɪɶɤɨɜɚ, ɚ ɨɬɫɵɥɤɚ ɤ "ɫɜɨɛɨɞɧɨɦɭ ɩɨɫɟɥɟɧɢɸ" – ɜ ɤɨɧɬɟɤɫɬɟ ɨɬɫɬɚɢɜɚɧɢɹ ɫɨɛɫɬɜɟɧɧɨɣ ɭɧɢɤɚɥɶɧɨɫɬɢ ɨɬɧɨɫɢɬɟɥɶɧɨ ɩɨɩɵɬɨɤ ɧɚɜɹɡɵɜɚɧɢɹ ɧɚɰɢɨɧɚɥɶɧɨɣ ɢɞɟɨɥɨɝɢɢ ɢ ɬ.ɞ. [Ɇɭɫɢɟɡɞɨɜ, 2009]. ɇɚ ɞɚɧɧɨɦ ɩɪɢɦɟɪɟ ɯɨɪɨɲɨ ɜɢɞɧɨ, ɱɬɨ ɨɩɪɟɞɟɥɟɧɢɟ ɫɩɟɰɢɮɢɤɢ ɝɨɪɨɞɚ ɡɚɜɢɫɢɬ ɨɬ ɪɚɡɥɢɱɧɵɯ ɨɫɨɛɟɧɧɨɫɬɟɣ (ɨɛɴɟɤɬɢɜɧɵɯ ɯɚɪɚɤɬɟɪɢɫɬɢɤ, ɫɨɰɢɚɥɶɧɵɯ ɢɧɬɟɪɟɫɨɜ, ɛɢɨɝɪɚɮɢɢ ɢ ɬ.ɞ.) ɬɟɯ, ɤɬɨ ɩɵɬɚɟɬɫɹ ɨ ɧɟɣ ɝɨɜɨɪɢɬɶ. ɍɱɟɬ ɷɬɨɝɨ ɮɚɤ-

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ǰ ǥ ǿ ǻ Ƕ Ǹ ǸȖȴȐȟȪȘȜȑȜ țȎȤȳȜțȎșȪțȜȑȜ ȡțȳȐȓȞȟȖȠȓȠȡ ȳȚȓțȳ ȀȎȞȎȟȎ ȆȓȐȥȓțȘȎ

ɬɨɪɚ ɬɚɤɠɟ ɜɚɠɟɧ ɞɥɹ ɜɵɫɬɪɚɢɜɚɧɢɹ ɢɞɟɧɬɢɱɧɨɫɬɢ ɝɨɪɨɞɚ, ɨɫɨɛɟɧɧɨ ɜ ɫɜɹɡɢ ɫ ɫɨɡɞɚɧɢɟɦ ɛɪɟɧɞɚ. *** Ɍɚɤɢɦ ɨɛɪɚɡɨɦ, ɢɞɟɧɬɢɱɧɨɫɬɶ ɝɨɪɨɞɚ ɤɚɤ ɜɨɫɩɪɢɹɬɢɟ ɟɝɨ ɫɩɟɰɢɮɢɤɢ ɨɤɚɡɵɜɚɟɬɫɹ ɫɜɹɡɚɧɧɨɣ ɫ ɪɹɞɨɦ ɦɨɦɟɧɬɨɜ, ɫɪɟɞɢ ɤɨɬɨɪɵɯ ɩɪɢɧɰɢɩɢɚɥɶɧɨ ɜɚɠɧɵɦ ɨɤɚɡɵɜɚɸɬɫɹ ɯɚɪɚɤɬɟɪɢɫɬɢɤɢ ɫɭɛɴɟɤɬɨɜ ɜɨɫɩɪɢɹɬɢɹ (ɫɨɰɢɚɥɶɧɨ-ɞɟɦɨɝɪɚɮɢɱɟɫɤɢɟ, ɫɬɟɩɟɧɶ ɜɤɥɸɱɟɧɧɨɫɬɢ ɜ ɠɢɡɧɶ ɝɨɪɨɞɚ, ɤɚɧɚɥɵ ɩɨɥɭɱɟɧɢɹ ɢɧɮɨɪɦɚɰɢɢ, ɩɪɟɞɵɞɭɳɢɣ ɨɩɵɬ, ɧɵɧɟɲɧɢɟ ɢɧɬɟɪɟɫɵ ɢ ɰɟɧɧɨɫɬɧɵɟ ɩɪɟɞɩɨɱɬɟɧɢɹ ɢ ɬ.ɞ.). ɗɬɨ ɜɡɵɜɚɟɬ ɤ ɧɟɨɛɯɨɞɢɦɨɫɬɢ ɭɱɟɬɚ ɨɫɨɛɟɧɧɨɫɬɟɣ ɰɟɥɟɜɵɯ ɝɪɭɩɩ, ɢɯ ɭɠɟ ɫɭɳɟɫɬɜɭɸɳɢɯ ɩɪɟɞɫɬɚɜɥɟɧɢɣ ɩɪɢ ɮɨɪɦɭɥɢɪɨɜɤɟ ɢ ɩɪɨɞɜɢɠɟɧɢɢ ɛɪɟɧɞɚ ɝɨɪɨɞɚ ɤɚɤ ɜɵɪɚɠɟɧɢɹ ɟɝɨ ɢɞɟɧɬɢɱɧɨɫɬɢ. Ⱥ ɜɵɞɟɥɟɧɢɟ ɫɚɦɢɯ ɰɟɥɟɜɵɯ ɝɪɭɩɩ ɞɨɥɠɧɨ ɧɟɩɨɫɪɟɞɫɬɜɟɧɧɨ ɫɥɟɞɨɜɚɬɶ ɢɡ ɱɟɬɤɨɝɨ ɩɨɧɢɦɚɧɢɹ ɰɟɥɟɣ ɢ ɡɚɞɚɱ ɤɨɧɫɬɪɭɢɪɨɜɚɧɢɹ ɢɞɟɧɬɢɱɧɨɫɬɢ ɝɨɪɨɞɚ. ȼ ɤɚɠɞɨɦ ɫɥɭɱɚɟ ɜɨɫɬɪɟɛɨɜɚɧɧɵɦɢ ɨɤɚɡɵɜɚɸɬɫɹ ɷɦɩɢɪɢɱɟɫɤɢɟ ɢɫɫɥɟɞɨɜɚɧɢɹ, ɤɨɬɨɪɵɟ, ɤ ɫɨɠɚɥɟɧɢɸ, ɧɚ ɞɚɧɧɵɣ ɦɨɦɟɧɬ ɤɪɚɣɧɟ ɪɟɞɤɨ ɢɫɩɨɥɶɡɭɸɬɫɹ ɩɪɢ ɫɨɡɞɚɧɢɢ ɛɪɟɧɞɚ ɝɨɪɨɞɚ. ȼ ɬɨ ɜɪɟɦɹ ɤɚɤ ɫɨɰɢɨɥɨɝɢɹ – ɜ ɬɨɦ ɱɢɫɥɟ ɡɚ ɫɱɟɬ ɦɟɬɨɞɨɥɨɝɢɢ, ɢɧɬɟɪɩɪɟɬɢɪɭɸɳɟɣ ɢ ɚɧɚɥɢɡɢɪɭɸɳɟɣ ɫɨɰɢɚɥɶɧɭɸ ɠɢɡɧɶ ɤɚɤ ɤɨɧɤɭɪɟɧɬɧɭɸ ɛɨɪɶɛɭ ɡɚ ɫɢɦɜɨɥɢɱɟɫɤɢɟ ɪɟɫɭɪɫɵ (ɢɦɹ, ɪɟɩɭɬɚɰɢɸ ɢ ɬ.ɞ.) – ɞɚɟɬ ɜɩɨɥɧɟ ɚɞɟɤɜɚɬɧɵɣ ɢɧɫɬɪɭɦɟɧɬɚɪɢɣ ɞɥɹ ɪɟɲɟɧɢɹ ɩɨɞɨɛɧɵɯ ɩɪɚɤɬɢɱɟɫɤɢɯ ɡɚɞɚɱ. ɉɪɚɤɬɢɤɚ ɢɝɧɨɪɢɪɨɜɚɧɢɹ ɢɫɫɥɟɞɨɜɚɧɢɣ ɧɟɢɡɛɟɠɧɨ ɜɥɟɱɟɬ ɡɚ ɫɨɛɨɣ ɩɨɹɜɥɟɧɢɟ ɨɲɢɛɨɤ, ɤɨɬɨɪɵɟ ɜ ɥɭɱɲɟɦ ɫɥɭɱɚɟ ɞɟɥɚɸɬ ɪɚɡɪɚɛɨɬɤɭ ɛɪɟɧɞɚ ɝɨɪɨɞɚ ɧɟɷɮɮɟɤɬɢɜɧɨɣ, ɚ ɜ ɯɭɞɲɟɦ – ɜɟɞɭɬ ɤ ɮɨɪɦɢɪɨɜɚɧɢɸ ɧɟɝɚɬɢɜɧɵɯ ɩɪɟɞɫɬɚɜɥɟɧɢɣ ɨ ɝɨɪɨɞɟ ɤɚɤ ɨ "ɦɟɫɬɟ, ɝɞɟ ɧɟ ɜɵɩɨɥɧɹɸɬɫɹ ɨɠɢɞɚɧɢɹ ɢ ɧɟ ɨɩɪɚɜɞɵɜɚɸɬɫɹ ɧɚɞɟɠɞɵ". Ⱥɫɩɥɭɧɞ Ʉ., Ʉɨɬɥɟɪ Ɏ., Ɋɟɣɧ ɂ., ɏɚɣɞɟɪ Ⱦ. Ɇɚɪɤɟɬɢɧɝ ɦɟɫɬ. – ɋɉɛ: ɋɬɨɤɝɨɥɶɦɫɤɚɹ ɲɤɨɥɚ ɷɤɨɧɨɦɢɤɢ ɜ ɋ-ɉɟɬɟɪɛɭɪɝɟ, 2005. – 376 ɫ. Ȼɚɭɦɚɧ Ɂ. ɂɧɞɢɜɢɞɭɚɥɢɡɢɪɨɜɚɧɧɨɟ ɨɛɳɟɫɬɜɨ – Ɇ.: Ʌɨɝɨɫ, 2002. Ȼɟɪɝɟɪ ɉ., Ʌɭɤɦɚɧ Ɍ. ɋɨɰɢɚɥɶɧɨɟ ɤɨɧɫɬɪɭɢɪɨɜɚɧɢɟ ɪɟɚɥɶɧɨɫɬɢ. Ɍɪɚɤɬɚɬ ɩɨ ɫɨɰɢɨɥɨɝɢɢ ɡɧɚɧɢɹ: ɉɟɪ. ɫ ɚɧɝɥ. ȿ. Ɋɭɬɤɟɜɢɱ. – Ɇ.: Ɇɟɞɢɭɦ, 1995. – 336 ɫ. Ȼɪɟɧɞ . Ȼɪɟɧɞ ɝɨɪɨɞɚ – ɞɟɥɨ ɝɨɪɨɠɚɧ . Ȼɪɟɧɞ-ɩɥɚɬɮɨɪɦɚ ɏɚɪɶɤɨɜɚ . Ȼɭɪɞɶɟ ɉ. ɋɨɰɢɚɥɶɧɨɟ ɩɪɨɫɬɪɚɧɫɬɜɨ ɢ ɫɢɦɜɨɥɢɱɟɫɤɚɹ ɜɥɚɫɬɶ // Ȼɭɪɞɶɟ ɉ. ɇɚɱɚɥɚ. – Ɇ.: Socio-Logos, 1994. – ɋ. 181-207. Ȼɭɪɞɶɟ ɉ. ɋɨɰɢɚɥɶɧɨɟ ɩɪɨɫɬɪɚɧɫɬɜɨ ɢ ɝɟɧɟɡɢɫ "ɤɥɚɫɫɨɜ" // Ȼɭɪɞɶɟ ɉ. ɋɨɰɢɨɥɨɝɢɹ ɩɨɥɢɬɢɤɢ. – Ɇ.: Socio-Logos, 1993. – ɋ. 53-98. ȼ Ⱦɨɧɟɰɤɟ ɫɨɫɬɨɹɥɫɹ ɤɪɭɝɥɵɣ ɫɬɨɥ ɩɨ ɫɨɡɞɚɧɢɸ ɪɟɝɢɨɧɚɥɶɧɨɝɨ ɛɪɟɧɞɚ "Ⱦɨɧɟɰɤ – ɞɟɥɨɜɚɹ ɫɬɨɥɢɰɚ ɍɤɪɚɢɧɵ" . ȼɟɛɟɪ Ɇ. Ƚɨɪɨɞ // ɂɡɛɪɚɧɧɨɟ. Ɉɛɪɚɡ Ɉɛɳɟɫɬɜɚ. – Ɇ.: ɘɪɢɫɬ, 1994. – ɋ.309-446. ȼɢɡɝɚɥɨɜ Ⱦ. ȼɩɟɱɚɬɥɟɧɢɹ ɨɬ ɤɨɧɮɟɪɟɧɰɢɢ "City Branding: The Search for place identity" (Ȼɨɝɨɬɚ, 20-22 ɹɧɜɚɪɹ 2011) . ȼɵɲɟɥ ɧɨɜɵɣ ɪɟɣɬɢɧɝ ɫɚɦɵɯ ɞɨɪɨɝɢɯ ɛɪɟɧɞɨɜ ɦɢɪɚ // Ⱦɟɥɨɜɨɣ ɉɟɬɟɪɛɭɪɝ . Ƚɨɪɟɥɨɜɚ ȿ., Ɇɨɪɨɡɨɜɚ ȿ. Ɂɞɟɫɶ ɛɭɞɟɬ ɝɨɪɨɞ-ɛɪɟɧɞ . Ƚɨɮɦɚɧ ɂ. ɉɪɟɞɫɬɚɜɥɟɧɢɟ ɫɟɛɹ ɜ ɩɨɜɫɟɞɧɟɜɧɨɣ ɠɢɡɧɢ. – Ɇ.: Ʉɚɧɨɧɉɪɟɫɫ-ɐ, 2000. – 304 ɫ. Ⱦɜɚ ɫɨɛɵɬɢɹ ɢɡ ɠɢɡɧɢ ɝɨɪɨɞɚ . Ɂɢɧɤɟɜɢɱ Ɉ. Ɍɟɪɪɢɬɨɪɢɚɥɶɧɵɣ ɛɪɟɧɞɢɧɝ. Hot list. ɂɫɫɥɟɞɨɜɚɧɢɟ ɝɨɪɨɞɨɜ-ɛɪɟɧɞɨɜ ɨɬ ɤɨɦɩɚɧɢɢ Purebrand .

ɂɞɟɧɬɢɱɧɨɫɬɶ ɛɪɟɧɞɚ . ȱɞɟɧɬɢɮɿɤɚɰɿɹ ɏɚɪɤɨɜɚ . Ʉɨɲɟɥɸɤ Ɇ. Ɂɚɱɟɦ ɧɭɠɟɧ ɪɟɝɢɨɧɚɥɶɧɵɣ ɛɪɟɧɞ? . Ʌɨɝɨ ɞɢɡɚɣɧɟɪɿɜ . Ɇɚɤɟɟɜ ɋ.Ⱥ. ɋɨɰɢɚɥɶɧɚɹ ɦɨɛɢɥɶɧɨɫɬɶ ɢ ɢɞɟɧɬɢɱɧɨɫɬɢ ɜ ɫɬɪɭɤɬɭɪɧɨɣ ɩɟɪɫɩɟɤɬɢɜɟ // Ɇɟɬɨɞɨɥɨɝɿɹ, ɬɟɨɪɿɹ ɬɚ ɩɪɚɤɬɢɤɚ ɫɨɰɿɨɥɨɝɿɱɧɨɝɨ ɚɧɚɥɿɡɭ ɫɭɱɚɫɧɨɝɨ ɫɭɫɩɿɥɶɫɬɜɚ: Ɂɛɿɪɧɢɤ ɧɚɭɤɨɜɢɯ ɩɪɚɰɶ. – ɏɚɪɤɿɜ: ȼɢɞɚɜɧɢɱɢɣ ɰɟɧɬɪ ɏɚɪɤɿɜɫɶɤɨɝɨ ɧɚɰɿɨɧɚɥɶɧɨɝɨ ɭɧɿɜɟɪɫɢɬɟɬɭ ɿɦ. ȼ. ɇ. Ʉɚɪɚɡɿɧɚ, 1999, – ɋ. 9–14. Ɇɚɪɤɟɬɢɧɝ ɜ Ɋɨɫɫɢɢ . Ɇɚɪɤɟɬɢɧɝ ɝɨɪɨɞɚ . Ɇɚɪɤɟɬɢɧɝ ɢ ɛɪɟɧɞɢɧɝ ɝɨɪɨɞɚ . Ɇɚɪɤɟɬɢɧɝɨɜɚɹ ɫɬɪɚɬɟɝɢɹ ɡɚɹɜɨɱɧɨɣ ɤɚɦɩɚɧɢɢ "ɋɨɱɢ-2014" // . Ɇɨɥɨɞɵɟ ɞɢɡɚɣɧɟɪɵ ɩɪɟɞɥɚɝɚɸɬ ɧɨɜɭɸ ɫɢɦɜɨɥɢɤɭ ɏɚɪɶɤɨɜɚ. Ƚɨɬɨɜɵ ɥɢ ɜ ɦɷɪɢɢ ɤ ɢɡɦɟɧɟɧɢɹɦ? . Ɇɭɫɢɟɡɞɨɜ Ⱥ. ɂɞɟɧɬɢɱɧɨɫɬɶ ɝɨɪɨɞɚ: ɞɢɧɚɦɢɤɚ ɨɛɪɚɡɚ ɏɚɪɶɤɨɜɚ ɜ ɢɫɬɨɪɢɱɟɫɤɨɣ ɪɟɬɪɨɫɩɟɤɬɢɜɟ // Ɇɟɬɨɞɨɥɨɝɿɹ, ɬɟɨɪɿɹ ɬɚ ɩɪɚɤɬɢɤɚ ɫɨɰɿɨɥɨɝɿɱɧɨɝɨ ɚɧɚɥɿɡɭ ɫɭɱɚɫɧɨɝɨ ɫɭɫɩɿɥɶɫɬɜɚ: Ɂɛɿɪɧɢɤ ɧɚɭɤɨɜɢɯ ɩɪɚɰɶ. - ȼɢɩɭɫɤ 15 – ɏɚɪɤɿɜ: ɏɇɍ ɿɦ. ȼ. ɇ. Ʉɚɪɚɡɿɧɚ, 2009. – ɋ. 488–494. Ɇɭɫɢɟɡɞɨɜ Ⱥ. Ʌɨɤɚɥɶɧɚɹ ɢɞɟɧɬɢɱɧɨɫɬɶ ɤɚɤ ɛɪɟɧɞ // ȼɟɫɬɧɢɤ ɏɚɪɶɤɨɜɫɤɨɝɨ ɧɚɰɢɨɧɚɥɶɧɨɝɨ ɭɧɢɜɟɪɫɢɬɟɬɚ ɢɦ. ȼ. ɇ. Ʉɚɪɚɡɢɧɚ. "ɋɨɰɢɨɥɨɝɢɱɟɫɤɢɟ ɢɫɫɥɟɞɨɜɚɧɢɹ ɫɨɜɪɟɦɟɧɧɨɝɨ ɨɛɳɟɫɬɜɚ: ɦɟɬɨɞɨɥɨɝɢɹ, ɬɟɨɪɢɹ, ɦɟɬɨɞɵ". – 2010. – ʋ 889. – ɋ. 116–120. Ɇɭɫɿɽɡɞɨɜ Ɉ. ɋɨɰɿɚɥɶɧɿ ɭɹɜɥɟɧɧɹ ɩɪɨ ɤɭɥɶɬɭɪɧɭ ɿɞɟɧɬɢɱɧɿɫɬɶ ɏɚɪɤɨɜɚ (ɡɚ ɦɚɬɟɪɿɚɥɚɦɢ ɞɨɫɥɿɞɠɟɧɧɹ ɯɚɪɤɿɜɫɶɤɢɯ ɩɟɪɲɨɤɭɪɫɧɢɤɿɜ) // ȼɿɫɧɢɤ Ʌɶɜɿɜɫɶɤɨɝɨ ɭɧɿɜɟɪɫɢɬɟɬɭ. ɋɟɪɿɹ ɫɨɰɿɨɥɨɝɿɱɧɚ. – 2008. – ȼɢɩ. 2. – ɋ. 100–109. ɇɨɜɵɣ ɛɪɟɧɞ "ɋɨɱɢ 2014". ɉɨɟɯɚɥɢ! . Ɉɞɟɫɫɚ ɪɚɡɪɚɛɚɬɵɜɚɟɬ ɛɪɟɧɞ ɝɨɪɨɞɚ . ɉɪɟɞɫɬɚɜɥɟɧ ɬɭɪɢɫɬɢɱɟɫɤɢɣ ɛɪɟɧɞ ɏɚɪɶɤɨɜɚ . Ɋɨɞɶɤɢɧ ɉ. ɇɟɤɚɱɟɫɬɜɟɧɧɵɣ ɬɟɪɪɢɬɨɪɢɚɥɶɧɵɣ ɛɪɟɧɞɢɧɝ ɭɝɪɨɠɚɟɬ ɢɦɢɞɠɭ Ɋɨɫɫɢɢ . ɋɟɤɫɬɨɧ Ⱦ. Ȼɪɟɧɞɢɧɝ 101. ɍɧɢɜɟɪɫɢɬɟɬ Ɍɪɚɦɩɚ. – Ɇɢɧɫɤ: ɉɨɩɭɪɪɢ, 2010. – 336 ɫ. ɋɨɥɨɞɤɢɣ ȼ. ɂɫɬɨɪɢɹ ɩɪɨɞɜɢɠɟɧɢɹ ɫɬɪɚɧ, ɪɟɝɢɨɧɨɜ, ɝɨɪɨɞɨɜ . ɋɨɰɢɚɥɶɧɵɟ ɢɞɟɧɬɢɮɢɤɚɰɢɢ ɢ ɢɞɟɧɬɢɱɧɨɫɬɢ / ɋ. Ⱥ. Ɇɚɤɟɟɜ, ɋ. ɇ. Ɉɤɫɚɦɢɬɧɚɹ, ȿ. ȼ. ɒɜɚɱɤɨ. – Ʉɢɟɜ: ɂɧ-ɬ ɫɨɰɢɨɥɨɝɢɢ ɇȺɇ ɍɤɪɚɢɧɵ, 1996. – 185 ɫ. ɋɨɰɿɨɤɭɥɶɬɭɪɧɿ ɿɞɟɧɬɢɱɧɨɫɬɿ ɬɚ ɩɪɚɤɬɢɤɢ / ɉɿɞ ɪɟɞ. Ⱥ. Ɋɭɱɤɢ. – Ʉ.: ȱɧɫɬɢɬɭɬ ɫɨɰɿɨɥɨɝɿʀ ɇȺɇ ɍɤɪɚʀɧɢ, 2002. – 315 ɫ. Ɍɟɪɧɨɩɿɥɶ ɫɬɚɧɟ ɛɪɟɧɞɨɦ . Ɍɪɚɛɭɧ Ⱦ. ɉɟɪɟɫɬɪɨɣɤɚ: ɛɪɟɧɞ ɝɨɪɨɞɚ – ɱɚɫɬɶ 1 . ɪɚɡɜɢɬɢɟ ɛɪɷɧɞɚ ɋɚɧɤɬ-ɉɟɬɟɪɛɭɪɝɚ // Ɏɨɪɦɢɪɨɜɚɧɢɟ ɢ . Anholt S. Competitive Identity: the new brand management for nations, cities and regions. Palgrave Macmillan, 2007. – 134 p. Anholt S. Places: Identity, Image and Reputation. Palgrave Macmillan, 2010. – 168 ɪ. Anholt S. Place branding: Is it marketing, or isn't it? // Place Branding and Public Diplomacy (2008) #4, 1–6. . Anholt: Countries Must Earn Better Images through Smart Policy . Baumeister R. Identity. Cultural Change and Struggle for Self. N. Y., Oxford, 1986. Bhabha H. The location of culture. - Routledge, 1995 – P. 212–217. City of Melbourne Identity . Giddens A. Modernity and Self-Identity. – Stanford 1991. Hall S. Question of Cultural Identity. – 1996: 119-125. Hoyer W., Brown S. Effects of Brand Awareness on Choice for a Common, Repeat Purchase Product // Journal of Consumer Research. – 1990. – Sept. – P. 141-148. Imagine Chicago . Place Branding and Public Diplomacy . Place identity . Visual Identity Elements – Rules of Usage ɇɚɞɿɣɲɥɚ ɞɨ ɪɟɞɤɨɥɟɝɿʀ 05.06.11