The article analyzes the social transformations that have taken place in societies at the turn of the XXI century. These transformations are largely due to formation of radical inequality which is known now both in practice and theory as “1% economy”.
The article demonstrates that adequate understanding of this new type of social inequality is possible only under the condition of change in methodological approach. Contstructivist approach should be given up in favour of structuralist approach. The structuralist approach makes it possible to view the new social inequality as an objective social process as the social structure of a new type of society. This social structure and social order determine social chances and life conditions of individuals.
New radical social inequality gives rise to a new type of contemporary society. The bipolar society replaces the mass middle class society of the second half of the XX century. The bipolar society may be graphically presented as a pyramid with a truncated top and a broad social bottom.
The article shows the processes and mechanisms that are forming this broad social bottom. This makes it possible to conceptualize the new social lower class as an axial central component in the structure of contemporary bipolar societies. In this function it has replaced the middle class.

Making the sociology of the body as an independent scientific discipline based on the work of the French social anthropology. Problematization of physicality in anthropology actually begins with the category of “techniques of the body”. This concept was first introduced in the scientific turnover by the French anthropologist and ethnographer Marcel moss. Described techniques are based on extensive ethnographic material on the basis of which he formulates two basic classifications. After Moss, the category of “techniques of the body” continues to develop his student Andre Leroy-Gourhan and exploring physicality through the lens of instrumentality. This article also presents a description of the work “Techniques of the body” by French ethnologist K. Levi-Stross and his overall assessment of the work of M. moss, with personal additions and comments.
As previously indicated, the problematization of the “body”, founded by M. moss in anthropology, became the Foundation for building theories that work with physicality and in other disciplines. In the present work shows the transition on an interdisciplinary level. It is associated with the figure of the French philosopher, historian and sociologist Michel Foucault. The body in his concept considers as the object of power. Continuing the tradition established by its predecessors in the mainstream of anthropology, Foucault brings the issue of physicality to a new level, laying the foundations of the sociology of the body.
Showing that the body is not just an appendage, but a full-fledged object of study, M. moss not only expanded the subject field of anthropology to include physicality, but also opened the opportunity to develop this category for sociology, linguistics, psychology, history, religion and other disciplines.

The technique and methods of manipulating with the mass consciousness started to attract the attention of researches at the latter half of the XXth century, although the practice of such forms of influence on the mass audience existed almost at the earliest stages of human development. Paralogisms as a way of rhetorical influence on the listener were specified by Aristotle, who dedicated his students into the sacraments of exposing false arguments and other manipulative techniques with which the speaker is working with the audience. The modern manipulators are actively using both ancient and modern methods of influencing the mass consciousness. Researches of various specialties were describing and exposing them: among them sociologists, psychologists, political scientists, and journalists. In the present work the author demonstrates how through the usage of the ancient archetypes of the collective unconscious, as well as new manipulative practices (that were invented for the unhindered sale of goods and services that can guarantee getting of surplus profits) large capital holders are seeking for changing the value orientations of society, that leads to the reformation of the various social institutions. These reforms are causing the irreparable damage to the majority of the country's population, are infringing rights and social privileges, but allow to the financial and industrial syndicates to establish the full control not only over wallets, but also over people's minds. Manipulations of consciousness, conducted through the media, are making large social groups of people to vote against their own interests. The result of the reforms is not only the impoverishment of the citizens, but also the huge change in the appearance of the cultural elite. A significant help to manipulators in achieving their goals becomes the digitalization of all aspects of social and cultural life.

The article discusses the various possibilities of using ICTs in teaching Russian as a foreign language at the University of Pisa and the methods of working with a modern virtual educational environment. A brief description of the modern educational environment (and, more broadly, ecosystem) that has developed under the influence of informatization, computerization and digitalization of society in the late XX — early XXI centuries is proposed. The paper also focuses on the ways in which the Blended learning approach as an integration of classroom and online learning is put in practice by using the E-learning system and Moodle tools. Particular attention is paid to the methodology of working with the multimedia corpus of the Russian language MURCO in teaching grammar. In particular, it is demonstrated that the use of the corpus allows developing pragmatic language competence and mastering adaptation mechanisms for the adequate implementation of communicative intentions within any social scenario. In language teaching, the recognition of the need to study pragmatics using corpus data is due to the fact that the design of the verbal-semantic and linguo-cognitive levels of the secondary language personality is not enough to form a stable communicative skill. Reaching the third and the highest, i.e. pragmatic level of functioning of the secondary language personality, which allows to realize communicative-activity needs, is impossible without immersion in the environment (which can be artificially recreated) of the language being studied. In particular, it will be demonstrated how the analysis of micro-dialogs from the MURCO corpus, illustrating imperative speech acts, allows not only to describe the elements of the “expanded” semantics of the imperative mood in the Russian language, but also to reveal the socio-pragmatic factors of its use.

This article attempts to summarize the humanitarian works by domestic and foreign scholars on various aspects of globalization. We conduct a preliminary assessment of the consequences for the institutional environment, intercultural and interlanguage interaction, burdened by a professional component. Digitalization is considered herewith as the main result of globalization processes that implements the “principle of optimality”. Based on the results of scholars' research in the field of humanitarian knowledge, we carried out a content analysis of various types of institutional discourse: marketing, political and educational, on the example of which are shown positive and requiring careful application results of a global turn to digital. As a “symbolic” manifestation of the consequences of global digitalization, relevant for intercultural and interlanguage communication, we put forward hybridization that is implemented at various levels of the language. The article critically analyzes concepts, strategies, and social practices contributing to the digitalization of various types of space: the concept of a “smart city”, image formation strategies, locus branding, practices for creating political identity, etc. Particular attention is paid to the media that help to construct institutional space and form public opinion and the assessment of an event or a phenomenon of surrounding reality. We consider a new type of translation — audiovisual, which has a significant impact on the market of translation services. The latter is due to the increased role of audiovisual content, the use of which allows us to overcome geographical spaces and consolidate various ethnic societies. Particular scientific attention is paid to educational trends. Saturation of the electronic environment with relevant materials largely depends on approaches to training. A benchmark for the formation of universal competence requires a review of a university graduate profile and an assessment of the needs of labour markets. Total digitalization implies the formation of discursive personalities capable of developing an institutional virtual environment taking into account intercultural and interlanguage specifics. The conclusion emphasizes the “many faces” (diversity) of digitalization as a cultural phenomenon.

In the article the media structure of Russian cities with over one million people is analyzed. Special attention is paid to the content analysis of city newspapers. The study was carried out in correlation between particularities and development conditions of megacities and media system. Statistics on the composition of population, economic, environmental, industrial, transport and other infrastructure indicators were taken in account. The research concept was based on modern approaches to urbanism and sociology of the city, taken as a complex of territorial, managerial, economic, socio-demographic and sociocultural perspectives. Informational and communicative components in the functioning of a modern city, especially a large one, were considered to be especially important. The study has analyzed the content and communicative peculiarities of city newspapers in 13 million-plus cities (excluding Moscow and St. Petersburg).
The results of the study showed that the system and content structure of the press in million-plus cities corresponds to the role of megacities in the life of the country. It reflects the functional and infrastructural features of such cities, although some areas of life and problems (economic, environmental and social) are not sufficiently represented by newspapers. In general, newspapers are aimed to serve the leisure function, following the commercial paradigm of communication in general. Although there is reason to say that the structure of the content reflects not only the objective needs of the audience, but rather its interests. Newspapers tend to entertain rather than draw attention to solving important problems. At the same time, the possibilities of professional journalism, which has significant resources not only to keep readers' attention, but to maintain a high level of urban communication, solve urgent problems of the population and the primary tasks, megacities are facing as drivers in the implementation of national projects, are underestimated.

The article is devoted to the analysis of alcoholism in Russian families. The author gives a brief excurse into the history of alcohol consumption, dispels the myth that the Russian people never controlled consumption of alcoholic beverages. The work, relying on the latest statistics, demonstrated that despite the emerging positive trends in this area, the level of alcohol consumption (especially strong alcohol) in Russia is still very high and significantly exceeds the conditionally safe norm indicated by the WHO experts. It negatively affects the life expectancy of the Russian population, especially among men of working age. However, if previously alcoholism was predominantly masculine, today this type of addiction is becoming gender-neutral and women drink on a par with men, which will inevitably lead to an increase in mortality from alcohol-related causes among them.
Particular attention is paid to the problems of families facing the problem of alcoholism among one or several of their members. It is emphasized that children are the most vulnerable in this situation because of their dependence on adults — they are not able to change the situation and are forced to live in constant conflict, stress and ill-treatment. The author notes that the violence to which not only children, but also other family members are subjected to in alcoholic families, is far from rare and extremely dangerous.
The paper addresses the issue of the influence of alcoholism of adult family members on children's health. Children of dependent parents are often born sick and lag behind in physical and mental development. This is further aggravated by upbringing in an atmosphere of alcoholism, which leads to the fact that the younger generation perceives excessive alcohol consumption as the norm, adopts the habits of parents and also become dependent. Children of drinking parents also experience many complexities of a personal and interpersonal nature and are prone to auto-aggressive behavior.
In conclusion, the author addresses the problem of social orphanhood arising from alcohol abuse by parents, as well as its consequences.
The empirical part of the work is based on data from the World Health Organization, the Federal State Statistics Service, the Public Opinion Foundation and the All-Russian Center for the Study of Public Opinion.
The article will be of interest to specialists in the field of sociology of family and health, prevention of addictive behavior, rehabilitation of people with addictions, and students of relevant specialties.

The article contains the results of the methodological approaches to the formation of tools for the study of organizational social capital analysis. The author identifies theoretical and methodological problems that actualize the operationalization and choice of measurement procedures for the study of social capital in connection with its increasing role in the management of organizations. The article highlights the minimum requirements for the operationalization of social capital which are not implemented in most studies. Based on the analysis, the author identifies deductive (more classical) and inductive methodological strategies. The first strategy requires an initial clear definition of social capital as an object of research and identification of its constituent elements. The second strategy involves constructing the concept of social capital as a result of generalizing empirical phenomena. The results of the analysis of several generalized operationalization schemes proposed by various researchers (“top-down” and “bottom-up” schemes) are presented. It is concluded that the advantages of constructing the concept of social capital on the basis of an empirical approach in comparison with the theoretical and deductive approach which however is limited due to the subject of study. Attempts of social capital meta-analysis are reduced to the study of effects rather than content. The article notes the increasing role of digitalization in the formation of network communities that are transformed under new information and communication structures influence into a diversified type of social associations that do not radically change the nature and content of social capital.

In developing the topic of ongoing research and already published works, the article reveals the peculiarity of ethno-social conflicts on the labor market in Russia (for example, Moscow). The state of ethno-social conflicts in the labor market is analyzed from the perspective of the socio-psychological paradigm of conflict management (L. Coser, C. Wright, K. Lorenz, A. Kharitonov and others). It is shown that the problem of interethnic tension is quite relevant for today's Russia.
The article shows the attitude of the local population of Moscow towards labor migrants (positive and negative consequences of migration), their attitude to the dynamics of labor migration, and to cases of negative attitudes towards labor migrants. The frequency, causes, spheres of life in which the respondent was a direct participant, and how to resolve them are shown. Reasons that divide people of different nationalities. A comparative analysis of attitudes towards immigrants in Russia, the UK, Germany and France is given.

The paper presents an analysis of the state of the sphere of social work with migrants and problems in this sphere in Russia through the prism of expert assessments obtained during interviews with employees of government bodies, non-profit organizations, volunteer movements, and scientists. The main difficulties that migrants face during the adaptation are paperwork, access to information, legal and financial difficulties, employment issues.
Analysis of the opinions of experts made it possible to identify measures of social work with migrants aimed at raising awareness, legal literacy of foreign citizens, increasing their legal protection, improving access to health care and education, housing, and the labor market, improving the professional skills of migrants and their knowledge of the Russian language, the history and socio-cultural foundations of the life of Russian society.
Based on the results of the interview, the recommendations of experts in the field of social work with migrants and the possibility of applying unified social work practices that can improve the effectiveness of the system of social work with migrants and their families in Russia were highlighted. According to experts, integration with the host community allows migrants to adapt faster and more efficiently. In this regard, the role of non-profit organizations (national cultural organizations for the preservation and development of cultures, the House of Friendship of Peoples) that preserve the cultures of peoples and develop a dialogue between them is growing.
Experts emphasize that in the sphere of social work, both at the state level and in the work of non-profit organizations, more attention should be paid to the possibility of applying unified practices that can improve the effectiveness of the system of social work with migrants and their families in Russia.

The narrative presented in this article is in the plane of a very relevant sphere of interests within the framework of modern political science, this is the search for “keys” to effective public administration, which is increasingly experiencing crises today, not only in institutional, but also in non-institutional factors, in particular axiological. The question we try to answer is whether values and ideology play a role in the development strategy of a modern state, understood as the result of the key process of state policy and governance which is decision making, and in its implementation. Wherein we take as a starting point the fact that values and ideology are overlapping concepts: values is one of the components of ideology, and ideologies are aimed at forming, perhaps, even first of all, values in people. To find the answer to the posed question, we first of all conduct the detailed analysis of influence of values and ideology on state decision making (forming a state strategy), i.e. at each level of this process — “leadership subsystem”, “network associations of the elite”, representative authorities and executive authorities. Then we look at how values and ideology influence implementation of state decisions, which requires support of society. Having shown that mass consciousness most of all responds exactly to value parameters of a state strategy, we consider three ways of bringing align value bases of a state strategy and values of society. Then, having shown that when broadcasting from state to society, values are usually clothed in the form of one or another ideology, we consider why in modern public politics the role of ideology, in its classical sense, is noticeably decreasing, but in its modern, transformed understanding, on the contrary, it is increasing, which means that state today still has a powerful resource for obtaining public support for implementing its strategies. And finally, we demonstrate that qualities and weight ratio of the named above levels of forming state strategy determine not only meaning of values and ideology in this process, but also consideration of public values in it, as well as the real role of the ideology presented to society by a state.

The article deals with characteristics of urban public spaces, their role in the global transformation of the social relations system is determined. The ambiguity of assessing the impact of globalization on modern cities is due to the theoretical and methodological problems of modern sociological urbanism. There is no single approach among scientists to defining the concept of urban public space, which determines the relevance of the study of its interpretation and definition of essential properties. Public spaces are considered as a connecting element between the system and social levels of urban research, which correspond to the levels of integration identified by the modern sociologist E. Giddens. The article analyzes classical and modern approaches to the study of public space, there is reveals the course of evolution of sociological thought in relation to the formation of differentiation of types of spaces within cities. Based on the analysis of the works of modern sociologists and urbanists, such key features of public spaces as openness, socio-political neutrality, and symbolism were identified. Global processes and contradictions lead to an aggravation of the problem of the presence of the category of “Others” within public urban spaces, which are representatives of various segments of the population, with a variety of claims and interests. One of the consequences of the intensive development of digital technologies is a possible situation of “competition for the citizen” between traditional public spaces and online services. Assumptions are made about future transformations of social relations within public spaces as a result of the impact of the COVID-19 coronavirus pandemic.

Social networks have emerged relatively recently in human life, but have already become an integral part of it. Companies tell about themselves, their activities, innovations, promotions and events in their profiles. This helps increase audience coverage, tell more about your brand, products, services. People in personal accounts have the opportunity to share their lives and creativity through photos, videos and texts. Now it is not necessary to receive higher education to become an operator, director or actor whose talent is recognized by society. It is enough to start a page on the social network and start sharing your knowledge and creativity.
To find out why people post photos, videos and write texts on their social networks, a pilot sociological study was carried out. The method of deep interview with active users of social networks was chosen to carry out the study. The interview allowed getting unique information, to learn the opinion of users about social networks, the impact of the new way of communication on their life, to identify the reasons why users start and maintain profiles.
The respondents were 20 users of social networks between the ages of 19 and 22. Interviewees have profiles on the most popular Instagram and Vkontakte networks. As a result of the analysis of the interview, a tendency was revealed to differ in the perception of users of their actions on the social network and similar actions of other users. Their content is perceived by them as opportunities to be in sight, as a resource to form their social status and an element of influence on their reference group. And the same content published by others is perceived as boasting.