До проблеми культурологічного осмислення індивідуалізму- колективізму
The problem culturological comprehension individualism-collectivism

Summary/Abstract: This article outlines the main substantive limits conceptualize value dilemmas individualism-collectivism as the main measure of cultural variability. The author analyzes the main approaches to understanding mental universal cultural values, which include the phenomena of individualism and collectivism. Grounded general content limits of current research individualism-collectivism. Kontynuumno-dichotomous nature of the latter, in turn, forms the basic cultural dilemma of modernity, which partly faced by all cultures. The author notes that the study of cultures provokes certain complications, primarily related to the diversity inherent in every culture phenomena that provokes scientific awareness of the need recognition and respectively – search and study of cultural constants – universal cultural definitions to be equally acceptable in different cultures. Researchers have different universal cultural definitions : cultural dimensions (Hofstede G.), case phenomena (J. Karaulov), cultural syndromes (H. "linguistic identity". It was precedent phenomena centered spirituality of the people, its national and cultural achievements , traditions and customs. In case- phenomenon is always some idea that should be clear and accessible to any representative of the culture and influence its behavior not only at the level of knowledge about acceptable or forbidden, but also emotionally. To characterize the different cultures researchers even suggest using the term "pretsedentosfera". American psychologist G. Triandis to highlight the cultural constants uses the concept of cultural syndrome, which is defined as a set of subjective culture, united by a theme. Researchers proposed cultural constants can be safely considered patterns, the concept of which was first used by Krober A. and Klakhonom K, Benedict R. Theory of patterns may best meets the modern generalized understanding of culture, which is a system that reflects the historical and socio-cultural experiences attached to values, symbols, codes, structural patterns, norms, behavior, generated in a particular culture. D. Matsumoto distinguishes objective and subjective elements of culture. Subjective – those aspects that cannot be seen or felt, but the ones that exist. The most well-known indicator of subjective culture D. Matsumoto considers the dilemma of individualism-collectivism. Corresponds to the modern understanding of cultural constants and input by E. Shylz such thing as "the central area of culture ," which he understood as a kind of integrity that organizes a set of values and beliefs of a particular society. This central area of culture affect the operation of all subsystems of society-political, economic, social and others. Based on the definition of basic universal cultural phenomena shaped their understanding within the correlative parameters, the polar clusters (G. Hofstede), binary oppositions values (K. Klakhon) dichotomies, Continuum (A. Zharov), values of cultural dilemmas (F. Trompernaars, Y. Krasnoholova) elements incorporated certain topic (G. Triadis) and others. The concept of individualism-collectivism in cultural studies, particularly in cross-cultural studies, too, are usually considered together. Author draws conclusions that, first, the main theoretical and methodological bases of research individualism – collectivism as basic characteristics of culture, were laid by foreign theorists and developed within Western studies. Secondly, the study of the continuum of individualism – collectivism interested researchers for centuries and was accompanied by a number of complications that require finding different methods of research, which currently has more than twenty, so ideological transformations that define peculiarities of scientific approaches to the study of dilemma "individualism – collectivism" can be defined among current and future topics for further research in this direction. Triandis), scrapie (L. Grishaeva), the central area of culture (E. Shylz) subjective aspects of culture (D. Matsumoto) core patterns (A. Krober, R. Benedict, K. Klakhton), cultural standards (A. Thomas), basic cultural structure (T. Stefanenko), cultural constants (F. Klakhon, F. Strodbek) and others. Man in his mind keeps a set of universal social group, traditional ethno-cultural knowledge and meanings. Most significant among them are displayed in the moral rules and regulations, beliefs, values and affect the behavior of the person. This conceptualization of national cultural space in the ethnic picture of the world transformed into a separation of "precedent phenomenon", which first used the Russian researcher Yu. Karaulov to characterize the

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