ORGANIZACINIS VISUOMENĖS ĮTIKINĖJIMO TINKLAS KAIP SOCIALINĖS INŽINERIJOS INSTRUMENTAS: SAVANORYSTĖS POPULIARINIMO LIETUVOJE ATVEJIS
ORGANIZATIONAL NETWORK OF SOCIETY’S PERSUASION AS A TOOL OF SOCIAL ENGINEERING: THE CASE OF VOLUNTEER WORK POPULARIZATION IN LITHUANIA

Summary/Abstract: When the year 2011 by the European Commission was declared the Year of Volunteer activities, the popularization of such activity became more intensive in Lithuanian society. Up to the March of 2011, various organizations, institutions and private companies from different spheres were involved into the popularization of such idea. All these organizations are participating in such activities because of different motives. All their self-involvement into such activities and interrelations allow us to talk about the organizational network of society’s persuasion, which may be understood as a message-sender and whose main function is to popularize intensively volunteer activities in the country. In the article, the aim is to identify the main organizational sectors which are the most active in the communicational implementation of the EUand Lithuania’s social policy decisions (in this case – the popularization of volunteer work). The analysis has revealed the democratic model of society’s persuasion. Several clear nuclei of popularising have formed in the country, which concentrate around the different non-governmental organisations performing the projects of popularising, together with organisations of other sectors (the media, private business) or with the EUsupport. Keywords: European Year of Volunteer activities, society’s persuasion, organizational network of persuasion, social engineering, social propaganda.

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