The position of the country in relation to the most important lines of international communications. The concept of geopolitical position. geopolitical position. Definitions

Pregnancy

"Ethnic conflicts" - Selection of a hero close to the child. Presentation of culture Modeling Self-knowledge Creative Protective Therapeutic. The goals of the psychological fairy tale are: We place the hero in a problem situation similar to the real one. The use of various psychotherapeutic methods in fairy tale therapy. Developing. Increasing the level of cohesion, mutual understanding and coordination of actions in the group.

"Armed conflict" - Version of Abkhazia. The units of the Ministry of Defense and the Ministry of Internal Affairs of Russia entered the territory of Chechnya. Russian Federation. Russian version. Rising tension. The losses of the parties and the victims of the war. Armed conflict in Abkhazia. Side forces. Withdrawal of Russian troops from Georgia. Armed conflicts involving the Russian Federation over the past 20 years.

"Interpersonal conflicts" - "I HAVE RIGHTS" Respect for human rights. Stages of development of interpersonal conflict. The difficult financial situation of the family. Hitting below the belt (use of intimate knowledge about a partner). Cause. value conflicts. You need to be calm, confident, but not arrogant. The result is win/win and both parties will be satisfied with the process.

"Interethnic conflicts in Russia" - Theoretical object. The nature of the relationship. Residence of many nationalities in the country. The attitude of the population to detailed coverage of interethnic conflicts. Poll data. The nature of the attitude of the population to multinationality. Consequences of interethnic and intercultural conflicts. Interethnic conflicts in Russia.

"Regional conflicts" - Great Britain. regional conflicts. economic conflicts. Features of regional conflicts. Basque country. Serbia. ethnic conflicts. 1975-1989 - Cambodian-Vietnamese conflict. Latin America - current armed conflicts. Asia - current armed conflicts. Denmark. Belgium. Korean War.

"Conflict in interpersonal relationships" - Adaptation. Scene. The reasons conflict behavior. Cooperation. Mediation. Negotiation. Types of conflicts. Personal behavior in conflict. Building a cluster. How to successfully resolve conflicts. Conflict. Arbitration. terms of the conflict. The structure of the conflict. Science "Conflictology". Targets and goals.

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2.2. Position regarding transport routes

The task of the federal level is the need for intensive use of the potential of the Eurasian position of Russia, turning it into an economic resource - one of the significant sources of revenue for the budgets of both the Federation and the regions, economic entities working in the field of transport and related areas of the economy.

With the collapse of the USSR, independent states were formed, including the CIS. The possibilities of Russia's independent access to the main trade routes were sharply limited, especially through the Baltic and Black Seas, which affected the deterioration of the geopolitical situation, for example, Russia's separation from the Baltic countries with its large ports. In the Baltic, the Russian Federation has only one large port left - St. Petersburg, while Vyborg and Kaliningrad are small ports in terms of capacity. Today St. Petersburg is a port of international importance. It is provided by a system of internal transport routes that fan out from St. Petersburg. A similar situation has developed in the Black Sea-Azov basin. Novorossiysk and Tuapse are 2 ports through which oil cargoes are exported and grain is imported. But here Russia does not have berths for loading piece cargo and containers. In addition, Russia does not have coastal areas in the northwest and south suitable for the construction of ports without limiting costs. In this regard, the question of the high efficiency of the use of the ports of the inland seas: Azov, Black, Caspian (ports of Taganrog, Astrakhan, Novorossiysk). The current situation limits maritime communications with Western countries through the Baltic and Black Sea. But, at the same time, the importance of the northern ports is increasing. The northern exit is associated with risky high-latitude navigation. However, it is necessary to increase the capacity of the ports in the north. Navigation along the Northern Sea Route is carried out within 4 months. It connects the Far Eastern and European ports, as well as the mouths of the navigable rivers of Siberia. With the almost complete absence of other transport routes in northern Siberia for the use of the rich natural resources of these regions and their economic development, the role of the Northern Sea Route will invariably increase. In the Far East, Russia not only inherited problems from the USSR, but also acquired new ones. Very little advantage geographical location Far East- its wide outlets to the seas Pacific Ocean. There are more than 40 states in the Asia-Pacific region, so it is necessary to use the port of Vladivostok (the Vostochny port has become open). At this stage, the Kaliningrad port is being reconstructed. The Baltic ports are poorly used, hence the Baltic countries do not receive any income.

The economic, geographical and geopolitical problems of Russia are associated with the operation of not only seaports, but also railway transport in the west and the capacity of railways in the east. Interesting projects are being developed for transit links through the USA and Japan to Western Europe with the help of railroads, aviation and even sea routes. There were 25 railway crossings on the western borders of the USSR, while Russia has only three: with Finland; from the Kaliningrad region to Poland and further to Brest - 620 km through the territory of Belarus; and a path of 833 km from St. Petersburg to Grodno for 2/3 passing through the territory of the 3 Baltic states. In the west of Russia, a lot of transport, road and gas pipeline problems have arisen. Transportation on these highways coming from Russia is expensive, since Russia is forced to pay for all transportation. About 70% of foreign trade is with European countries and 50% with EU countries. Sea routes lead to them through the Baltic Sea and land routes through the borders to the south and north of the Baltic. Despite all the difficulties, Russia, actively using the benefits of its geographical position, is pursuing a new policy. It entered the top ten of the Baltic states by signing an agreement on economic and cultural cooperation. A similar agreement has been signed with the Black Sea states.

One of the most common ways to realize the potential of the economic-geographical and Eurasian geopolitical position of Russia on the scale of the world economic system is the formation of international, especially transcontinental, transport corridors. The criterion for the rationality of using such a specific resource is usually competitiveness, economic return in its broadest sense (for example, creating conditions for the development of new resource bases or solving the problems of socio-economic development of the subjects of the Federation), national security and political significance of Russia in the world community.

The transport systems of the Russian Federation in the post-Soviet period are in a permanent reorganization, combining the search for new methods of management and strengthening the legislative and regulatory framework. Transport reorganization projects have little connection both with each other and with the prospects for the development of other areas of the regional economy. For example, with the choice of possible ways of developing oil and gas resources of the mainland of the Timan-Pechora province and the shelf of the Barents Sea, the implementation of the Northern Gate project and the organization of transport links in the Norilsk-Turukhansk region (Krasnoyarsk North), the prospects for solving the problem of maintaining the western sector of the Northern Sea routes (icebreaking and transport fleet, extended navigation mode, etc.) - the first stage of the revival of the Northern Sea Route. During the years of reforms, the volume, composition of cargo and the conditions for organizing the transport process have fundamentally changed. The scale of transportation decreased from 6.6 million tons (1987) to 1.5 million tons (1998, 1999). The Norilsk plant stopped exporting ore to the enterprises of the Murmansk region and switched to using direct ship flights between the port of Dudinka and the ports of Europe (for example, 29 out of 52 ships in 1999), the export of timber from Igarka practically stopped, the volume of “northern delivery ". Only the intensive use of the cargo-generating potential of the areas gravitating towards the coast of the Barents and Kara Seas can ensure the operation of nuclear icebreakers, necessitate the renewal of the cargo fleet and the preservation of the extended navigation regime. The key to this is the change in the geography of oil and gas production in Russia and the transition to the widespread use of the marine fleet to export hydrocarbons to the world market. The implementation of the Norilsk complex development concept will cause a significant flow of new equipment, which will be delivered by sea. This will allow not only to restore the traditional route of the NSR, but also to prepare for the next stage in solving the strategic task - the development of the High-Latitude Route and the formation of the Arctic transport corridor between the northern seas of the Pacific and Atlantic oceans.

activities) or the formation of “zones of interest”, as a rule, in adjacent regions. 1.1 Changes in the economic and geographical nature after the collapse of the USSR. With the end of the period cold war“Attention to assessing the significance of the potential, first of the economic-geographical, and then of the geopolitical position of Russia, has increased. Important milestones in reflecting this process were the creation of the Trans-Siberian...

The already existing potential of economic ties with developing countries a science-based strategic line is needed, supported by concrete practical steps for its implementation. IV. Economic and geographical characteristics of the economic regions of Russia Russia is the largest region in all of Eurasia and the only federation within the CIS, therefore, a regional analysis of its ...

... ". Former international organizations The SEP and the Warsaw Pact collapsed, and no new ones were created. The Baltic countries, Poland, Hungary, the Czech Republic are on the verge of joining NATO. 3. Transport and geographical position of Russia. Geographic features economic ties are determined by transport opportunities. Before the collapse of the USSR, we had four main outlets to the world ocean: the Baltic, the Pacific, ...

Centers and historical centers of the population. EGP change in time. Using the example of London, one can see that in the historical process the significance of individual moments that affect the economic and geographical position changes very strongly. This circumstance is of great importance. The economic-geographical position, like other moments of the economic-geographical order, must ...

The place of a phenomenon (object or process) relative to other phenomena in geospace is characterized by a set of geographic relations (GR; see Section 1.3.2 for them) and is defined as geographical position or geolocation. Established GO influence the formation of the properties of newly emerging objects, and prolonged participation in specific GO leads to the appearance of secondary properties in objects. The successful location of a subject or object in a system of geographical relations can both give it additional political and economic significance, and vice versa. From a formal point of view, geolocation is assessed by two types of factors: distances (metric and topological) and configurations (directions). So, all other things being equal, a port on a river bend has competitive advantages over a neighboring one, but on a straight stretch of the same river. Being in different civil defenses, even two initially similar geographical objects will gradually begin to differ first in functions, and then in their internal content. In this sense, it can be argued that, other things being equal, “political and geographical position acts as a factor that individualizes

political development of countries” [Maergois 1971, p. 43]. As a result, the researcher needs to find out how objects are “embedded”, adapted to the DL system, acquiring a set of specific features, and what specific features they “impose” on the environment. The geospace surrounding the object is infinitely diverse. Therefore, to analyze the geolocation, the geospace can be divided into analytically integral units (taxons, areas, polygons, districts, operational-territorial units, etc.), in relation to which the geolocation is estimated [Maergoyz 1986, p. 58-59].

The concept of geographical location is quite well developed and covered in the domestic literature, therefore, below we will dwell only on some debatable issues. So, if we take into account the different tightness and degree of influence of GO, then it seems controversial statement that the geolocation is set only by those external data with which the object is in interaction [Geographic 1988, p. 55; Rodoman 1999, p. 77]. A simple example. Let there be points that do not interact with each other A, B, C and 7). Need to route from BUT in AT entering C or 7). The choice of one of the latter will be influenced by their geographic location, which is set before the start of any interaction.

In domestic socio-geographical science, the concept of economic and geographical position(EGP). By definition, N.N. Baransky, the EGP expresses “the relationship of any place, district or city to the data lying outside it, having one or another economic significance, it does not matter whether these data are of a natural order or created in the process of history” [Baransky 1980, p. 129]. Many other authors expressed the same opinion [Alaev 1983, p. 192; Leizerovich 2010 and others]. Within the framework of socio-economic geography, this approach proved to be justified. However, when it is extended to political-geographical and, especially, geopolitical phenomena, we encounter limitations. Thus, the transport-geographical position can no longer be considered as a type of EGP, since it can also be evaluated in other, for example, military-geostrategic, coordinates. Therefore, only a transport EGP can be a species. To summarize different types socially significant geolocations, it is advisable to use the concept socio-geographical position. This concept was used by I.M. Maergois in the 1970s [Maergois 1986, p. 78-79], although other authors did not support him then.

As we have already written, GO reflect not only the spatial position, but also have content content. This fully applies to the geographical location. At the same time, the limitation of GO only by external geospace appears to be unreasonable: GO not only correlates the territory of an object with outside world, but also form it "from the inside". There are two extreme points of view, equally 90

unacceptable for us. The first excludes from consideration the internal structure and characteristics of the object itself [Leizerovich 2010, p. 209]. The second one replaces the geolocation of the object with the geolocations of its internal (lower) taxa relative to each other [Bulaev, Novikov 2002, p. 80] 1 . In addition, the provision regarding holistic cross-border geographic systems or areas. And it is irrational to evaluate the geographical position only in relation to the "external" part of such a system. Such, for example, are transboundary hydrocarbon deposits or transboundary nodal economic regions.

In our opinion, definitions of geographical location should be supplemented by the relation of a place or area to inside him lying or crossing his data. Let's call it introspective 2 geographic location. Unlike functional types(such as EGP), it appears as one of the positional (formal-spatial) types of geolocation (Fig. 10) and is partially reciprocal with the traditional (extraspective) geographical location of an internal object. For example, the position of the linguistic area relative to its dialectal center and the position of this very center relative to the area. The relations themselves (distances, etc.) are formally the same, but the semantic content and inclusion in other mediated relations are different. In geopolitical history, there are many cases where it was precisely the introspective geographical location that determined the priority geographical directions of the foreign policy of states. For example, one of the reasons why modern China seeks to improve relations with the countries of Central Asia, including the creation of the SCO, is the need to deprive the Xinjiang separatist movement of a possible “rear base” [Zotov 2009, p. 128]. The need to consider introspective geolocation in individual socio-geographical studies is increasingly recognized (see, for example, the definition of geocriminogenic location in [Badov 2009, p. 49]), but so far it has not been clearly formulated at the general geographical level. B.B. Rodoman, even describing the eccentricity of the country relative to the capital, does not, however, connect it with the geographical position of this country itself [Rodoman 1999, p. 152-153].

To study the EGP of large regions, a separate consideration of their parts is really necessary [Saushkin 1973, p. 143], but on the condition that this reveals the features of the EGP of the region itself - the object of study.

From lat. introspectus (intro - inside + spicere - look). The term "internal" in this case is inappropriate. The other option, "enclosing" geolocation, contains undesirable restrictions and makes it difficult to contrast with other, "non-enclosing" types.

Balanced

Displaced

Boundary

Boundary Linear

/ 2nd order secant

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Rice. ten.

geographic location:

geopolitical position. Definitions

In most domestic works on the geopolitical position, this concept is not defined. Therefore, to consider the category of geopolitical position (GSP), it is advisable to rely on more carefully developed ideas about economic-geographical (EGP) and political-geographical positions. Any definition of geographical location consists of typical semantic blocks filled with different content in different concepts. Let's designate these blocks as "variables" P (relation), P (place), b(location), 7) (data), T(time). Then any definition can be represented in the following form:

Let us take as a basis the one mentioned above for the EGP. If we transform the definition of N.N. Baransky [Baransky 1980, p. 129] in relation to political geography, we get that political-geographical position (PC) is the ratio [I] of a place [P] to outside [b] its lying data [O] that have [T] this or that political significance, - it does not matter whether these data are natural order or created in the process of history. We emphasize that “having political significance” in general, and not just “for them”, as many other authors add to the definitions [Geographic 1988, p. 341; Rodoman 1999, p. 77].

According to V.A. Dergachev, GSP is “the position of the state and interstate associations [R] in relation to the world [D] centers of power (spheres of influence) [O], including military-political blocs and conflict zones. It is determined by the combined power of material and non-material resources [R] (military-political, economic, technological and passionate) in the multidimensional communication space of the Earth” [Dergachev 2009, p. 108]. Among the shortcomings of this approach, one can note the reduction of external data only to world centers of power and spheres of influence.

Much attention is paid to the development of geopolitics categories by P.Ya. Baklanov [Baklanov 2003; Baklanov, Romanov 2008]. From his point of view, “the geopolitical position of a country (or its large region) is the geographical position [P] of the country (region) [P] in relation [P] to other countries [?)], primarily neighboring [D], with taking into account the similarities and differences of their political systems, the correlation of geopolitical potentials, the presence or absence of mutual geopolitical interests and problems [?)]” [Baklanov 2003, p. 12].

In the event that all variables do not have any specificity, including political, we get a definition of a general geographical location. And if we take into account the previously considered geoadaptation

tational approach (see Section 2.1) and geoadaptation position. Let's consider the variables separately.

Location (b). Defines spatial constraints. On this basis, several types of geopolitical position can be distinguished. In particular, extraspective and intraspective. Also, this variable can set the scale of consideration of external and internal data at the macro-meso- and microlevel. Thus, a number of authors insist on globality as an essential feature of geopolitics.

Time (T). This variable is rarely set explicitly. However, most often it is understood that the concept of the Chamber of Commerce and Industry is used “to characterize geopolitical formations ... in certain moment time” [Kaledin 1996, p. 98]. By modifying this variable, one can also determine historical GPP and predicted, planned GSP.

Givenness (O). It expresses the characteristics of politically significant phenomena of geospace, which can be of both political and any other nature (economic, environmental, etc.). Among the variety of givens, one should especially single out the class of actual political phenomena of geospace (Oh ro c,). These are states, political borders, etc. Also, given the value of the variable b, data can be divided into external and internal.

Here we must keep in mind that political geography and geopolitics usually take into account different sets of these givens. N.N. Baransky notes that “the position in the sense of mathematical geography is given on a coordinate grid, the physical-geographical position is given on a physical map, the economic-geographical position is given on an economic map, the political-geographical position is given on a political map” [Baransky 1980, p. 129]. Accordingly, when assessing the physical and geographical position, extractive enterprises will not be taken into account, even if they change the terrain. Geopolitics, on the other hand, is more integrative: the geopolitical atlas will include physical, economic, and political-geographical maps created from a geopolitical point of view.

Attitude (I). The relations that form the GSP of a particular object can in many cases be represented as a kind of “positional multipliers” or factors of significance of external data that are essential for the subject, including resources. Thus, if an important resource is geographically inaccessible, its multiplier is zero. As availability increases, the importance of the resource itself does not increase, but the importance multiplier does. There are also such GPOs where the spatial aspect greatly gives way to the qualitative one (characteristics of the places themselves). Then the multiplier, on the contrary, is always close to the maximum. Or vice versa, the multiplier grows with the distance (see the types of GPO in section 1.5.2). Although it must be borne in mind that the actual geographical factor in the GPP is gradually changing its role. Its relative share in the definition of GSP is decreasing, but its scale and diversity are increasing, and its qualitative content is becoming more complex.

Further, it should be understood whether the geopolitical position can be set by other, non-political relations? At first glance, no. But, nevertheless, such a situation is possible in the case of mediation of relations different nature in transitive chain closely related phenomena (Fig. 11). But only if at least one link in the mediation is political. Therefore, mediated GPO can be of a complex, composite nature and is of more interest for geopolitics than for political geography. Moreover, the assessment of mediated relationships is often more important than the assessment of direct ones. However, the GPO generated in this way further acts as an equal in rights with others, as, for example, in the formation of geopolitical triangles (see section 4.4.1). It should also be noted that the length or, rather, the significance of the GPO mediation chains depends on the geopolitical potential of the subject and the role of the object. Thus, in the geopolitical position of the United States, such relations extend to almost the entire world and capture many seemingly non-political phenomena.

Geo- Geo- Geo-

BUT economic AT ecological C political

Subject

ratio _ ratio

Mediated GPO_

An object

Rice. 11. Scheme of mediated GPO of a complex nature

Place (P). This is not only a territory, but also an assessed object or subject occupying a certain place. In the general concept of geographical location, a place can also be natural (for example, a lake). In geopolitics, it is a subject political activity (RroSh).

There is another aspect. Let's start with a comparison. Does a natural or social non-economic object (place) have its EGP? There is no direct economic significance of other objects for them, but they are surrounded by economic phenomena. This example shows that the “value for them” qualification we mentioned above is redundant. THEM. Maergois even wrote that “the smaller the self-potential of the region, the clearer [its] EGP” [Maergois 1986, p. 67].

If we recognize such an EGP, then we must also recognize a similar political and geographical position, i.e. political and geographical position natural objects and public non-political actors. The political content of the GPO in this case can only be set by its other side - the political objects of geospace. In this interpretation, we can talk about the political and geographical position, for example, of a commercial enterprise next to the state

noah border. Or the sea. Those. it is a non-political place on the political map. It turns out that in the general case, for assessing the political and geographical position, the political characteristics of the subject itself and its political potential are not important, but it is considered only on the political map.

Geopolitical the situation is traditionally assessed only for political subjects ( RroSh), i.e. just for those who form and conduct geo -politics. Thus, here one can outline one of the facets of the formal delimitation of the GPP and the political and geographical position, which allows you to get away from synonymizing the two concepts. The complexity of the GPP in taking into account external data of a different nature was recognized by domestic authors already at the dawn of the “return” of geopolitics to Russia. So, in 1991 N.M. Mezhevich wrote: "... The geopolitical position is an integrating category in relation to FGP, EGP, GWP, while it is more historical than EGP and GWP..." [Mezhevich 1991, p. 102-103].

We tried to formally distinguish between the GSP and the political-geographical position according to the objects of study, but one can also outline their semantic difference. It is believed that the political and geographical position has a descriptive, ascertaining character [Mezhevich 1991, p. 103]. It is determined by historical, current and predicted GPOs. The predominant type of evaluation is placement (positional component) and dependency/independence (functional component). The GPP, on the other hand, has a clear political connotation associated with the category of geopolitical interest. Unlike the political-geographical one, it takes into account just those data that are or may be important for the subject (in this sense, the GPP is narrower than the political-geographical one). The GSP is viewed through the prism of projects, scenarios and strategies, resulting in a multi-layered and multi-layered view of the current GSP. The predominant type of assessment is relative political strength and weakness, opportunities and threats, which can be described in the matrices of geo-adaptation strategies 8?OT 3 (see paragraph 2.1.2). In this context, one can note the point of view of S.V. Kuznetsova and S.S. Lachininsky that one of the key differences between the geo-economic position and the economic-geographic one is the consideration of geo-economic risks [Kuznetsov, Lachininsky 2014, p. 109]. But such a position looks somewhat one-sided and limited, since it replaces the category of interest with a more particular concept of risk.

In this way, the geopolitical position characterizes the heterogeneity of the complete geopolitical field of the actor and is expressed in the structure of the GPO at a certain historical moment in time, including the trends in their development and the influence of some past layers of the GPO.

In the complex dynamic structure of the GSP, one should also single out a certain invariant, i.e. stable for very long periods and epochs, the “framework” of the GPP, the change of which is always an important historical milestone. Presented in the form of a complex of stable

interests, this "framework" can be interpreted as a geopolitical code (code) of the subject. Moreover, in the case of the existence of allied or patron-client relations, the induction of geopolitical codes between actors occurs, and the local code of the satellite can be built into the global code of the leader. A single code of a group subject is formed. This is due to the induction of geopolitical interests (section 1.4.2).

In close connection with the concept of GSP, several related and interrelated concepts-analogues are used. We briefly outline some of them below.

Geopolitical situation- a superposition set of geopolitical positions of all subjects in a certain part of the geospace at a certain point in time. Note that in Russian the concept of "situation" is close to the concept of "state", but, unlike the latter, refers to heterogeneous phenomena. Another interpretation is related to the fact that the "geosituation" can be defined as a dynamic set of GPOs on a "real time" scale, in contrast to the inertial "geostructure".

geopolitical situation. It can be synonymous with the GSP or, more often, the geopolitical situation. In a narrower sense, it is interpreted as a set of factors that determine the state and prospects for the development of relations between states. That is, in this interpretation, the geopolitical situation is not the GPOs themselves, but those factors of geospace with which GPOs can be established. In this sense, the phrase "geopolitical situation around the country" is legitimate.

geopolitical potential. An unambiguous approach to determining the potential has not yet been developed either in geography or in geopolitics. It was often equated with a combination of various resources, with geopolitical power, or with the advantage of a political and geographical position. According to P.Ya. Baklanov, “this is the degree of both the existing and possible potential influence of one country on others, primarily neighboring countries” [Baklanov 2003, p. 13].

geopolitical power, in turn, implies not only the potential, the strength of the subject himself, but also his ability to achieve a certain goal in the external space (etymologically - from "might", "power"). Those. it is relative to external givens. In any case, the geopolitical potential is part of the characteristics of the GSP on the part of the subject.

Valuation principles and the importance of neighborhood

Based on the foregoing, it can be argued that in order to describe the GSP, it is necessary to consider not so much absolute as relative indicators, both 1) in external and 2) in internal contexts. In the first case, the geopolitical potential of the subject as a whole or some parameter of the potential (for example, GDP) is assessed in the context of some parameters of neighbors, centers of power and the world in the whole.

scrap. In the second one, an external parameter is estimated (for example, the GDP of neighboring countries) in the context of parameters or factors of internal geospace. At the same time, it must be emphasized that even relative indicators do not yet mean the actual estimates GPP. Thus, the ratio of the population of some territories describes only the geodemographic situation. This parameter characterizes the GSP only when it is included in the integrated political characterization geopolitical subject and its surrounding conditions, in the context of political threats and opportunities, strengths and weaknesses. Only in this case it is possible to speak, in particular, of the demographic GSP.

For a quantitative comparison of similar parameters at geopolitical boundaries, the concept of " geopolitical gradient. For example, the demographic/economic geopolitical gradient on the US-Mexico border, the Warsaw Pact and NATO. In an extended sense, it is applied to the measurement of balances also of fields that do not border HP. There are, however, other options for naming such relationships. Thus, a group of domestic authors proposes to use the term "geopolitical distance" [Kefeli, Malafeev 2013, p. 170]. In our opinion, such a term is inappropriate. This is about the same if the geographical distance (distance = distance) between mountains is measured by the difference in their heights. But geographical relations are an integral part of geopolitical relations. Among all the estimated parameters, various kinds of objectively identified and quantitatively measured links and relationships between countries and regions are of particular importance. As rightly noted by R.F. Turovsky, “otherwise, geopolitics can only be reduced to abstract philosophizing and projecting” [Turovsky 1999, p. 49]. In this sense, the actual GSP should be distinguished from various geopolitical projects and mythologies.

When describing various GPOs, we encounter a certain duality arising from their own nature. On the one hand, it is required to describe the relative quantitative and qualitative parameters of countries, regions, territories, and on the other hand, to give them a relative geospatial certainty. As a result, we get a kind of two-dimensional GPP matrix "parameter x place". Thus, when characterizing demographic indicators, political regimes, geopolitical disputes, natural phenomena, etc. (rows of the matrix), they are divided into geospatial sections (unequal columns of the matrix), tied to absolute geographic coordinates. The cells of such a matrix are, in fact, a reflection of a number of geopolitical fields or ideas about them.

The geopolitical position, due to its integrality, not only depends on other types of geographic location (EGP, etc.), but also influences them, and through them - on various internal characteristics of a country or its region, on their geopolitical potential. T.I. Pototskaya, for example, considers such an impact on the example of the Western region of Russia. In the model she proposed (Fig. 12), the leading component of the influence of not only the GLP, but also the EGP is the political and geographical position [Pototskaya 1997, p. 13].

Consider some of the many possible evaluation parameters. P.Ya. Baklanov believes that “based on ... the idea of the geopolitical position, its assessment for a particular country consists of the following stages: assessment of the neighborhood of other countries with this one, identification of immediate neighbors - 1st, 2nd order, etc.; assessment of the similarities and differences in the political systems of neighboring countries, primarily neighbors of the 1st order, with the political system of a given country; assessment of the geopolitical potentials of a given country and its neighbors, assessment of the ratio of these geopolitical potentials; identification and evaluation of mutual geopolitical interests of a given country and its neighbors of various orders; identification and assessment of geopolitical problems existing between a given country and its neighbors” [Baklanov 2003, p. 12]. On the whole, one can apparently agree with this approach. However, further concretization reveals some contradictions and ambiguities.

Rice. 12.

Indeed, an extremely important issue for geopolitics remains the assessment geographic neighborhood. It occupies one of the central places in geopolitical relations and models, introducing a significant share of geographic content into geopolitics even in the modern conditions of a “shrinking”, globalizing world. Moreover, the adjacent territories act as "conductors" of links with distant global centers of power. True, the main attention is paid to the assessment of the neighborhood at the regional and local levels of the study, especially for GPO types M-G-M and M-M-M (see section 1.5.2). Neighbor countries of the 1st and 2nd orders are neighboring geopolitical regions of the 1st and 2nd orders. THEM. Maergois wrote about neighboring geographic macro-regions identified in the same way. Accordingly, allocate

There are regional both EGP and GPP. Maergois also noted the special position of second-order doubly neighbors [Maergois 1986, p. 80, 82, 111]. B.B. Rodoman considers neighboring geopolitical regions to be a kind of nuclear geographic zonality [Rodoman 1999, p. 58]. Very specific is the insular position of a country that does not have first-order neighbors at all.

P.Ya. Baklanov suggests that “in terms of military defense, it is apparently better to have fewer neighboring countries of the 1st order. However, for the development of international economic, political, cultural ties, it is more profitable to have more neighboring countries of the 1st order” [Baklanov 2003, p. 12]. But let's take an extreme case. How to assess the situation if this, let's say the only, neighbor is an enemy, and the country itself is an enclave? It turns out that such a GPP, contrary to the thesis, is extremely unprofitable. The case of economic valuation is also ambiguous: many small neighbors create barriers to trade due to customs barriers. To overcome them, associations like the EU are being created. Unprofitable a large number of neighbors and from an environmental point of view [Pototskaya 1997, p. 130].

The role of neighbors of the 2nd and higher orders depends not only on the degree of neighborhood, but also on their relative position and remoteness: a 3rd order neighbor can be quite close, while a 2nd one can be thousands of kilometers away, in a different geographical region ( e.g. Macedonia and North Korea regarding Ukraine). That's why we should talk about the neighborhood of countries of the 2nd and higher orders, not only in the topological sense, but also as a distance measure of proximity[cm. Maergois 1986, p. 68, 80]. In the second case, however, the "normative" measure of closeness can be set either subjectively or tied to other objective parameters. The distance measure is most important for island countries that do not even have maritime neighbors.

In general, it can be argued that the more diverse neighbors of the first and second orders, the greater the variety of close regional GPOs, the more opportunities for geopolitical maneuver, the less significant threats from individual neighbors, but at the same time the less stability and sustainability of the GPO, the greater the variety of potential threats and the necessary diplomatic efforts in the region . This dependence is objective in itself, but which combination of GPOs is preferable is a matter of specific policy in a real geopolitical situation. In the general case, based on the indicated structure of geopolitical relations, there is a tendency to consider fragmentation of actual or potentially negative geopolitical fields and integration of positive and potentially positive geopolitical fields of the neighboring region as beneficial. This is also expressed in the estimate of the number of corresponding neighbors. About the same, but regardless of the neighboring region, we wrote in detail in the previous section (see paragraph 2.3.2). In the neighboring region, as the most tense geopolitical field, this trend is especially pronounced. Thus, Israel, as stated by its ambassador to the United States, since 2011 has been interested in overthrowing the B. Assad regime in Syria in order to break (fragmentation) the Shiite arc “Beirut-Damascus-Tehran”, even if the new regime would turn out to be no less hostile [ Ketoi 2013].

Depending on the location of the fields involved in fragmentation or integration, two extreme cases are distinguished. Integration of neighbors of the same order or fragmentation of a large GP field into neighbors of different orders is interpreted as the formation of "arcs", "cordons", "segments", "shells", "belts", "buffers", "zones", etc. The reverse cases are perceived as "corridors", "vectors", "sectors" or "axes". The intersection of "shells" and "sectors" forms special areas - zone-sector facets or trapezoids [Rodoman 1999, p. 70, 136]. The combination of both structures forms, respectively, "long zones/belts" and "wide corridors/sectors". However, such spatial forms can have different purposes. Thus, political geography distinguishes countries with “corridors”, but, for example, in Namibia, the “corridor” joined the territory as a communication sector (Caprivi Strip), and in Afghanistan - as a cordon isolating Russia from India (Wakhan Corridor). From all of the above in this and the previous sections, an unambiguous conclusion suggests itself: it is impossible to give an a priori assessment of the neighborhood in isolation from a specific and very diverse geopolitical context. The latter also contains many complicating factors or GPOs, such as international and moral obligations, a system of geopolitical "balances", historical memory, the configuration of borders, trade and cultural ties, lines of communication.

main parameters

Next, we briefly outline some of the parameters by which a country's GSP can be assessed. Many publications are devoted to their more detailed consideration [see: Pototskaya 1997; Geopolitical position 2000; Baklanov, Romanov 2008 and others]. The entire set of parameters should be conditionally grouped into several functional blocks. However, each parameter can, and often should, be considered in conjunction with related parameters of other blocks. In this case, a three-dimensional matrix of the form "parameter X parameter X place" will be obtained.

In regional studies, it is customary to begin the study of a territory with a description and assessment of its physical and geographical characteristics. However, for our case, to be consistent, this approach is not suitable. Indeed, for such an analysis, the grid of state or geopolitical boundaries must already be set. But it's not on the physical map. The situation is similar with the assessment of the economic space, information about which is initially grouped precisely by countries. As a result, it turns out that the characterization of the GSP should begin with a description of the political and geographical location. The territory of the country, accordingly, is not a natural parameter. Having set the coordinate system in this way, the remaining blocks can be opened already in different

sequence, depending on the tasks and accents.

I. Political-geographical and strategic parameters.

First, the geolocation and configuration of the boundaries of geopolitical formations, the historical stability and variability of borders, the degree of neighborhood, the country's place in terms of total area territories in the world, etc. All this determines the geospatial base for further comparative characteristics in terms of profitability.

On this basis, the structure of foreign political relations should be considered. Their most obvious indicator is direct contacts between geopolitical actors. V.A. Kolosov

and R.F. Turovsky is considered the key indicator for the analysis of the geopolitical position of the country is precisely the geographically linked statistics of state visits. It is sensitive to changes in the country's foreign policy [Kolosov, Turovsky 2000]. In this case, visits to the country, from the country and their balance (“balance”) are considered. It is important to emphasize here that it is not the visits that form the geopolitical situation, but this situation itself is reflected in the statistics of visits available to an external observer. But it is important to understand that this indicator does not “capture” the state of negative, conflicting GPOs.

Many other parameters of this block can be combined into the following groups:

political regimes and their complementarity to each other (including the representativeness of representative bodies of power);
treaties, alliances and counter-alliances (including an assessment of countries-“balances” and “cordons”);
heterogeneity of actors and territorial disputes (including irredentist movements);
spheres of influence of centers of power;
geopolitical images (including the nature of the media, representations of elites, identity);
military potential and military-strategic position (including: arms trade, conflicts near borders, border configuration factor for land, naval and air operations).

The choice of certain parameters to characterize the geopolitical position depends on the ideas about their role at a certain historical moment or era, as well as on the purpose of such a characterization.

the contrast of the ethnic, cultural and political spaces "fitting" into them. A good example is the region of the South Caucasus. Therefore, the first parameter of this block, which is usually paid attention to, is the correspondence or inconsistency of geopolitical boundaries and natural boundaries. Many authors, especially non-geographers, argue that as the technosphere develops, society's dependence on natural environment generally weakens. But this is only partly true, because the development of technology, allowing society to overcome some restrictions, imposes new ones on it. For example, the need for hitherto unseen resources (in ancient world there could be no competition, for example, for deposits of gas and uranium).

Next, we consider the correlation of natural conditions, and above all - territorial resources. Of course, the very territory of the subject, as we saw above, refers to political parameters. But it is heterogeneous, and therefore it should be evaluated natural features. These include the following areas: favorable for life on natural conditions suitable for agriculture, forest, shelf, sea territorial waters, etc. Important parameters are indicators of the relative endowment with natural resources by their types and, consequently, the complementarity of the natural resource potentials of countries and regions. Ecological and geographical position is essential. Finally, a special parameter of the SNP is the attitude towards specially protected natural territories and water areas, especially those under international control.

geographical location and topology of transport / communication routes, nodes and infrastructure at the borders of the subject and in the region as a whole (for example, the density of the road network);
transport unity of the territory of the country/alliance and transport exclaves;
congestion of routes, assessment of incoming and outgoing flows (including the number of telephone connections);
inclusion in world system communications and the role of transit communication, the degree of dependence on external transit territories;
development of advanced means of communication and their geography.

IV. Geodemographic parameters.

In economic terms, “demogeographic position is the position regarding places of excess and shortage of labor resources, as well as places of departure and entry of migrants” [Maergoyz 1986, p. 62]. Geopolitics is also interested in other aspects. First of all, this is the ratio of the total population of countries. We note here an interesting circumstance for general geopolitics: in many Eastern cultures, counting the people of their community, especially by name, was considered unacceptable and dangerous from a mystical point of view.

Population trends (even larger than their absolute values) are often more objective geopolitical indicators, even compared to arbitrary reports of gross domestic product (GDP) trends, investment, and opinion polls. Demographic trends reflect the real medium-term state of communities. It would be appropriate to mention here that in 1976 the French sociologist E. Todd was the first to predict the collapse of the USSR, focusing on the negative dynamics of demographic indicators (such as a decrease in life expectancy, an increase in infant mortality and the number of suicides).

Most parameters can be combined into the following groups:

docking and correlation of settlement systems and their supporting frames in neighboring countries and regions;
the value and dynamics of demographic indicators (including the mobilization potential), their ratio;
assessment of migration processes;
types of population reproduction.

are so complex and multidirectional that it is possible to single out a through “basis” only at the philosophical level. The vulgarization of these ideas, similar to what was sometimes observed in the USSR, leads to economic determinism. Many states in history have repeatedly gone to economic losses for the sake of increasing political prestige and influence, for the sake of "honor of the flag" and "power projection". Also, interethnic relations and conflicts do not always have an economic background.

It should also be taken into account that GDP, the trade balance and other consolidated monetary indicators can greatly distort ideas about the real geopolitical situation and create the illusion of accuracy in cross-country comparisons [Karabehn 2014]. Thus, the US trade balance with China turns out to be large and negative in a summary assessment, but a detailed analysis of mutual relations, including trade in components and intellectual product, the picture is quite different. In our opinion, it is more realistic to compare the volumes of production and services in physical terms and component by component. In the era of the information society, there is no longer any need to fit any analysis to summary indicators alone. Moreover, these indicators themselves, like GDP, were developed for the industrial XX century, and in the XXI century. They don't "work" the way they were supposed to.

In addition, in the economic block, one can also consider the economic significance of parameters from other sections. For example, the foreign economic programs of parliamentary parties in neighboring countries, the impact of demographic processes on labor resources, etc.

Most parameters can be combined into the following groups:

indicators of the size of economies, including gross and per capita;
correlation and complementarity of territorial structures of the economy;
degree of self-sufficiency, including energy supply;
scientific and technological development;
foreign trade and investment, dependence on foreign markets and resources, the control of the latter by friendly or hostile political forces;
the ratio of the economic influence of the actor and third countries on any country in a neighboring or remote region;
socio-economic indicators, including the class structure of societies.

the value of external and internal territories. So, for the French, Alsace and Algeria had different values. The second, unlike the first, was not considered a genuine part of France. It is important to trace the possible influence of the geopolitical position of the country on the national character and historical individuality of the people. I.A. Kostetskaya, for example, notes this influence in the example of South Korea [Kostetskaya 2000].

Other parameters include: mutual “historical grievances” and their significance in election campaigns, the cultivation of images of the enemy, tribalism, educational and scientific migrations, ethnic parties, minorities and diasporas, ethnic policy, educational policy (foreign universities, religious schools etc.), the number of religious groups, etc. Apparently, some integral indicators can also be attributed to this series, such as the Human Development Index (HDI) calculated by the UN, which reflects the standard of living, literacy, education and life expectancy. In general, the cultural aspect of the GSP is of great importance for the formation of "soft power" and the reformatting of the GSP itself. Thus, during the collapse of the colonial empire (1960s), French President Charles de Gaulle successfully embodied the concept of francophonie (a community of French-speaking countries). The French language became the basis of French influence in the former colonies of Tropical Africa.

In contrast to the time of another 100, and even more so 200 years ago, image GPOs are of great importance. Many of them can be considered as "myths about the country" (one's own and another) in the system of national historical myths or stereotypes, and as the country's "cultural radiation" [Geopolitical situation... 2000, p. 19, 10]. And as the quintessence of various cultural aspects, a certain multifaceted “project of the future” is imprinted in the mass consciousness and traditions of a certain community. The cultural and geopolitical code (code) of the country is closely connected with this "project" - its original geopolitical DNA. Here it is important to take into account the degree of compatibility or conflict potential of the "projects of the future" of different interacting communities.

noah evaluation of the GSP. For example, when assessing national capabilities (CINC) or the "status" of countries. We will mention these models later (see Section 4.2.2, Section 4.4.2).

- central, remote; 12 - coinciding, combined; 13- intermediate: equidistant and axial, symmetrical; 14 - remote, isolated; 15 - centering, covering; 21 - eccentric, deep, peripheral; 23 - intermediate, displaced, asymmetric, in a particular case - angular; 24 - close, in the field of influence; 25 - eccentric, covering; 31 - border, marginal; 32 - transboundary, joint, transitional; 34 - neighboring, adjacent, on-site; 35 - delimiting, joining; 41 - border l-th order; 42 - trans-areal (-boundary) of the n-th order; 43 - neighbor / adjacent l-th order; 45 - delimiting l-th order; 51 - dissecting, crossing; 52 - crossing; 54 - crossing (black box model); 55 - crossed, transit, nodal
Natural geographic parameters. In the concepts of "hard" geographical determinism, they were given a priority policy-forming role. Their influence is really great, but it consists in imposing certain incentives and restrictions on public life. In particular, the contrasting landscape and mountainous terrain contribute to increased complexity, 102
Transport and communication parameters. FROM The natural and geographical features of the territory are closely related to the transport and geographical position. This becomes obvious if we turn to the development of transport routes since ancient times. It was the natural objects themselves (rivers, passes, etc.) that became the main lines of communication. Therefore it should not transport position be included entirely in the realm of the economy, as is sometimes suggested. a huge role almost all representatives of classical geopolitics attached to the location of countries relative to the lines of communication. At present, it can be confidently asserted that the transport-geographical or, in the broader sense, the communication-geographical position affects most of the components of the geopolitical position: military-strategic, political, cultural, economic, environmental, demographic, and others. Various types of transport, wire networks (including fiber optic backbones), radio and space communications, and information flows in virtual space are considered. At the next stage, the actual degree of use of the existing transport and communication potential, the possibility of its increase and the threats existing for it are assessed.
Economic and geographical parameters. These characteristics are essential for the evaluation of the GSP. In Marxist and neo-Marxist literature, it is economic relations, phenomena and processes are considered, ultimately, as the basis for the development of all other manifestations public life. However, the links in which economic phenomena are involved, 104
Ethno-civilizational and cultural parameters. The key characteristics are the positions of the geopolitical subject on the ethnolinguistic and historical maps. From this position, the localization of ethnic groups, superethnoi and superethnic systems, the complementarity of neighboring ethnic groups (according to L.N. Gumilyov) is determined. The historical map reveals a difference in cultural and symbolic
Integral geopolitical parameters. Some characteristics that summarize different parameters from the above can be separated into a separate group. This, for example, is the complex geopolitical zoning of the region and the interpretation of the GSP from the point of view of some integral global concept (for example, regarding the Heartland of H. Mackinder, the pan-regions of K. Haushofer, the geopolitical regions of S. Cohen, the civilizational platforms of V. Tsymbursky, etc. ). It is possible to use integral quantitative indicators (indices) for the complex. Partial provisions are published in [Elatskov 2012a].

Located in the northeast of the Eurasian continent, away from the network of the largest transport hubs of the world, far from the world's main cargo and passenger flows, it has a marginal-peripheral global transport and geographical position. From the point of view of the macro-regional position, it is conveniently located on the path of potential cargo flows from countries East Asia to Europe, which are still carried out by the southern sea route through Indian Ocean, Suez Canal or around Africa; through the territory of Russia there are insignificant transit flows from the countries of Central Asia to the countries of Eastern, Northern and Western Europe. The airspace of Russia is crossed by some circumpolar airlines connecting the largest airports in the north and east of Europe on the one hand and airports in East Asia on the other.

Russia has a number of advantages in its transport and geographical position and at the interregional level: through its territory, transport links are carried out between most of the CIS and Baltic countries, with the countries of Central Asia, the Caucasus and the Middle East. In Russia, the main international main pipelines begin and pass through its territory, through which almost all CIS and Baltic countries are supplied with energy carriers.

The resource potential of Russia - the most important factor, enhancing the benefits of the transport and geographical position. Russia manages and distributes the main flows of energy resources, ores and timber among importing countries.

The western, southwestern and southeastern regions of Russia, located at the junction of their transport routes with the main transport hubs of Northern and Central-Eastern Europe, the Near and Middle East, Central and East Asia, have the most favorable external transport and geographical position.

The share of Russia's cargo turnover in the world transport cargo turnover is small (about 4%). However, Russia occupies a higher share in the world pipeline transport turnover (19%) due to the large volume of exported oil and natural gas. The rest of Russia's foreign trade cargo is transported by sea and processed in 6 main ports (Novorossiysk, Primorsk, Tuapse, Nakhodka, Vostochny). The vast majority of passengers in international traffic arrives and departs through the airports of the Moscow air hub (85%). Other modes of transport (railway, road, river) do not play a big role in Russia's external transport links with non-CIS countries. Only with and, as well as for internal communications, the main means of transport links is rail transport.

Occupying a transit transport and geographical position on the way from the Asia-Pacific region to Europe, Russia can pass through its territory 5-6% of the container flow in this direction. 17% of transit cargo transported along the Trans-Siberian railway, fall on the direction Japan - , 16% - - Finland, 14% - Japan - , 13% - Japan - Finland, 8% - South Korea- Estonia, 6% - China - Ukraine.

Several transcontinental transport corridors cross the territory of Russia, but only its European part, linking the countries of Northern, Central and Eastern Europe with the countries of Central Asia, the Caucasus and the Middle East. Three international pan-European Cretan multimodal transport corridors pass through the territory of Russia in whole or in part:

on the territory of the Kaliningrad region (includes the seaport of Kaliningrad, railway and road approaches to it from Lithuania (Sovetsk) and Poland (Mamonovo) and Kaliningrad airport);
railway and highway from Poland and Belarus through Smolensk to Moscow and, airports in Moscow and Nizhny Novgorod terminal complexes under construction in Smolensk, Vyazma, Moscow, Moscow region, Vladimir and Nizhny Novgorod;
iron and car roads Helsinki - Vyborg - St. Petersburg - Moscow - Khutor-Mikhailovsky - Kyiv, St. Petersburg - Nevel - Belarus, Vilnius - Nesterov - Kaliningrad, as well as the seaports of St. Petersburg, Kaliningrad, Vyborg, Vysotsk, airports of St. Petersburg and Moscow air hubs and terminal complexes.

Russia carries out the main external freight transport links with China, Turkey, Poland,

International communications have their own, and very specific character. Mismatch of customs, customs, culture in general, differences in economy, religion, lifestyle - all this creates its own, very specific barriers to decoding incoming information. A messenger specialist who sends a message to representatives of different peoples and civilizations must, in each specific case, encode it specifically for each of them. The same message sent to different recipients will most likely not be accepted. Some will understand it and some won't.

The "picture of the world" is different for all peoples, even the concepts of good and evil are different, which is why in the sphere international communications requires special professionalism, tact and endurance. There is also the problem of uneven exchange in the transfer of information between different regions of the planet in the direction from North to South.

The South is exotic, tourism, terrorists, hunger, illiteracy, catastrophes, diseases. The North is the development of the industry, high standards of life, human character, its capabilities, and all incidents are presented by the media as something extraordinary. There is a so-called crisis asymmetry, which is why most people perceive the South as a place for extreme tourism, while the North is the "promised land", where one must strive at any cost.

The PR specialist should be particularly well versed in all the intricacies of this type of communication. Firstly, as a potential employee of a joint venture, and secondly, like any other modern man, which, by chance or of its own accord, can be in the most amazing corners of our planet.

Public Relations in a multicultural environment.
The modern business environment is characterized by the growing cultural diversity of its participants. More and more companies and organizations from near and far abroad operate in Russia. Successful implementation of SR activities in a multicultural environment, both in Russia and abroad, requires knowledge and use of the specifics of regional business cultures, features of business communications in the main regions of the world.

Factors of actualization of multinational business communications.

Multinational business communications are becoming an increasingly important area in the business environment. The growing attention to this area is due to a number of factors:
1. The globalization of business (i.e., the acquisition of global scale by business), which began in the 1970s and accelerated sharply in the 1980s. Global, international and foreign companies are increasing their role in the world economy by expanding operations in host countries. Today there are more than 38,000 transnational corporations whose sales volume in the host countries exceeds world exports. According to one of the authors of the book Emerging Global Ethics, in the two decades since 1970, the total volume of world exports has increased 9 times, and foreign direct investment in the world - 15 times. The multiple growth of foreign operations means growing employment in foreign and joint ventures, which are a multicultural multi-national environment. Therefore, the top management of global companies is increasing its influence on the fate of the world, transforming the cultural and communication business environment.
2. The destruction of the communist camp in the USSR and Eastern Europe, the fall of the Iron Curtain in Russia and the growing involvement of Russian business, socio-political, academic, artistic and cultural circles in the international exchange of resources.
3. Growing interdependence different regions world from each other in conditions of uneven distribution of natural, industrial, technological, intellectual resources.
4. Reducing the space and time of communications based on instantaneous electronic information transfer technologies, the development of the Internet and its resources, telefax and video communications.

Technical and technological aspects of international business communications are often associated with cultural aspects. Cultural issues often serve as a more serious obstacle to the success of international communications than technological or financial ones.

Levels of business culture: national, regional, global.
It is known that according to the criterion of boundaries, or the scale of operations, a business can be identified as:
national (conducted within the borders of one country, for example, in Russia),
regional (conducted on the scale of the world region - Western European, Asia-Pacific),
global (the business is headquartered in several regions of the world at the same time - IBM, Procter & Gamble, McDonald's, Mazda).

Global companies - today's world market leaders - can rightfully be considered the creators of a global business culture and global business ethics that synthesize the most competitive features of regional and national business cultures.

With the globalization of the business environment, national and regional business cultures are evolving towards a global business culture. The audiences of business circles, employees, consumers, the general public in many countries are gradually becoming more and more similar. Therefore, JI activities tend to be unified in the context of the globalization of commodity, labor and capital markets.

Cultural differences: criteria, content and their significance in CO.

Description and evaluation of cultural differences can be carried out using structural models. Thus, the model of business culture can be represented in a matrix form that connects two areas: cultural-psychological, or psychographic (values, judgments, behavioral norms) and environmental-objective (elements of different levels of the environment - micro-, meso- and macroenvironments). The cells of the matrix contain values (codes of values) of specific objects of the environment at the value, judgmental and behavioral levels. Estimates determine the priorities and content of statements specific to a particular business culture.

Values are objects, entities, considered as valuable and significant. social status, money, family, education, religion, health, freedom can be considered as personal, vital values and be competitive. Competitiveness of values means their ranking in importance, or a different level of priority for an individual or group. For example, health and freedom do not have the same priorities in different national business cultures. Values are the fundamental and most stable, deep and stable component that determines human behavior, since it is the result of his long-term personal socialization. At the value level, the most stable determinants of behavior are formed, and it is values that are most difficult to change. In an age of global interdependence in the absence of consensus, there is an urgent need for shared values on a global scale. The formation of shared values is the most complex and qualified component of SR activities in a multicultural environment.

Judgments or beliefs reveal people's attitudes to various objects in the environment and also predetermine specific behavior. Judgments on the same object of representatives of different cultures can differ significantly.

Behavioral norms are models of actions or actions that are typical in a particular situation. So, for example, in the same situation (preparation for the conclusion of an agreement, a conflict or a solemn event), American and Japanese businessmen often behave differently. It is important that a tactical business agreement on specific actions can be reached on the basis of common interests, harmonizing the behavior of the parties, and without sharing values. However, strategically oriented cooperation is more likely to succeed if partners share not only behavioral norms, but also value judgments.

For example, individualism in the East is often seen as a threat to society. As a result, Japan appears as a nation where the individual is not an independent unit, but a function of a group and corporate affiliation.

Collectivism and group orientation - both in everyday life and in the business sphere - are inherent in culture from the very beginning. A person first of all here identifies himself with a group, and least of all as an individual, a person. Promoting individual interests in the Japanese business environment is impolite and bordering on obscene. Thus, the high quality of Japanese video equipment is known all over the world, while the names of the Japanese (scientists, inventors, business leaders) who provided Japan with technological leadership are practically unknown to the world community. Collectivism in Eastern culture has been elevated to an absolute - to open kindred protectionism, clannishness and nepotism.

Employed in a Japanese company - a kind of clan - is obliged to remain faithful to the values and the vertical system of relations in the clan. This system is expressed in the subordination of the lower and benevolence of the higher. Power in the clan rests not on the disposal of resources, not on charm and charisma, but on the nature of the Japanese order of things. Americans are literally shocked by the abuse and rudeness that Japanese managers allow themselves in relation to their subordinates. For the Japanese, this is an immutable order of things, a manifestation of the power of a superior over a subordinate.

Americans are used to calling each other by their first names. It is believed that this simplifies communication. At the same time, the difference in age and status can be significant. Yes and in English language there are no two pronouns - "you" and "you", but there is only one. In Eastern business culture, when addressing another, it is often necessary to list all the names and titles of the interlocutor. In fact, this reinforces the hierarchy of relations, emphasizes the relationship of subordination. A similar role - emphasizing the hierarchy - from the point of view of American researchers, is played by the rules of conduct employed in a number of Japanese companies. Among them - a ban on chewing gum; women - to wear bangs to the eyes, and men - double-breasted jackets. In general, Japanese society, with its thousand-year imperial history, is organized strictly vertically. Age and seniority have traditionally been rewarded here more often than qualifications. It was not customary for a young employee to be promoted up the career ladder before an older one, albeit a less qualified one. Today, the lifetime employment system in Japan is a thing of the past. Back in the early 1990s, A. Morito, the president of Sony, noted that corporate Japan should move away from the past slogan "hard work and high quality for the prosperity of Japan in the world market" and put forward as the slogan "individual enrichment as an incentive for high results". He noted that corporate Japan could remain isolated in the global business environment if it did not change its corporate culture in the direction of Western guidelines. Young Japanese businessmen are more committed to international standards of business culture than the older generation. All this should be taken into account in JI activities involving Japanese partners.

The decisiveness of the American is manifested in the willingness to make decisions in negotiations (and not before or after, like the Japanese). The Japanese, on the other hand, come to negotiations in a group with a ready-made solution. The members of the Japanese group agree on their position among themselves before the start of negotiations and do not change it during the negotiation process itself. The decision cannot be changed by them because they have already made it. In order to change their position, the Japanese need to gather again in their own circle and agree on a new version with each other, which only after that is again submitted for negotiations with the opposite side. A long handshake is considered normal.

Decisiveness in Western culture also manifests itself in the willingness to compromise in the interests of the cause. Compromise in Western culture is evidence good will, desire and effective desire to solve the problem. In Eastern culture, compromise has a rather negative connotation. To compromise here means to show a weakness of character, an inability to hold the boundaries of one's position. Coming to a compromise, a representative of Eastern culture "loses face". Self-confidence is also a characteristic feature of American culture. We can say that the United States is a country of self-confident people who have self-confidence in their blood and are brought up from the cradle. World Leadership The USA in economy, politics, culture rests on self-confident people, motivated by individual achievements. However, self-confidence here is not superiority over others, but superiority over circumstances, difficulties, over one's own weaknesses. "No problem!" - no problem! is a common American phrase. The handshake is short and energetic.

The behavior of Americans often looks unceremonious, they are people without complexes. The American is not embarrassed by the fact that he is not like others. The human right to be different is recognized by American culture. Here it is believed that diversity and originality are the source of new ideas, innovations, and therefore the progress and prosperity of society.

Straightforwardness in Western and especially American culture seems to the Japanese to be defiantly impolite, almost arrogant. If the Americans, without embarrassment, refuse an uninteresting offer, then in Japan there is no word "no". The Japanese consider him impolite and in every possible way evade a direct refusal, although it is he who is meant in practice, according to partners. Even Russians find this behavior disingenuous. And for the Japanese, the sincerity of a person is the desire of a person to maintain the "harmony" of relations, that is, not to violate the harmony, comfort, favor and tranquility of others. In general, the speech of representatives of Eastern culture should be understood not so much literally as allegorically.

Another point of difference between Japanese and American cultures is the interpretation of the word "company". For American managers, this is a convenient tool for serving the interests of owners. Therefore, American managers often seek to increase dividend payments, thus increasing personal income as quickly as possible. For the Japanese, a company is a community of people with a common destiny in which they spend 20 to 30 years and where the bonds between them create mutual obligations. At the best Japanese companies, workers are rewarded for loyalty in the form of pay, recognition, and career development.

The Japanese view economic life more as a process than as an achieved result. More specifically, a Japanese company produces products while an American firm produces profits. The Japanese are sometimes stronger in production than in marketing, and the reason is that the ongoing organizational life of a factory is often a more necessary goal than selling products. Management for a Japanese company is the benevolent use of power to ensure order and harmony. Japanese governors may sometimes abuse power, but its main function is to create socially sanctioned control and public welfare.

The American managerial elite sees work as an inconvenience, the company as a wealth-generating machine for owners, management as a stimulus-response process and the worker as a purposeful appendage, failure as an incentive to competitiveness, and the group as a barrier to functional performance. economic exchange in the labor market. If the busy man is fanatically loyal to the group against his own individual interests, the effectiveness of the market mechanism is supposed to be destroyed.

Japanese group identity is based on shared behaviors and tasks, but not on shared cultural values or group loyalty. When a Japanese worker is out of sight of his group, his loyalty to the group decreases, as does the group to him. Therefore, Japanese managers do not like to be assigned to foreign and joint ventures, and even to temporary internal corporate projects. They don't worry about having to be loyal to two groups at the same time. Rather, they are worried that they will not be favorably accepted back into their old groups if they are absent from them for an extended period of time.

Knowledge of the main cultural differences of partners, the causes and factors of their behavior, softens culture shock, prevents conflicts and contributes to the success of business communications in a multicultural environment. SR methods in a multicultural environment should take into account the specifics of the values, attitudes and norms of behavior of the audience. Successful outreach to a multicultural community requires taking into account the motivation of the audience, the use of national consultants, and pre-testing of messages in control groups.