The method of generalisation widely used in scientific research is a variant of the similar logical method. Generalisation in different scientific areas has its own specifics, but in fundamental knowledge, it allows to create general concepts. We explore generalisation in scientific knowledge, focusing on the peculiarities of the formation of general concepts and the role of sensory image in their functioning in scientific theory and the retranslation of scientific knowledge. Scientific, philosophical, religious, literary texts were studied and compared to determine the essence and characteristic features of the generalisation method. Subsequently, the information extracted from these texts was systematised using the methods of similarity and difference. The resulting material based on analogy served as the basis for the conclusion. The method of concomitant variations turned out to be necessary for establishing the dependence of scientific results on changes in research conditions, which was done on the example of the evolution of generalising images in the field of atomic physics. During generalisation, it is necessary to search for a successful image of a general concept, which is important for understanding its meaning. The image obtained as a result of generalisation of scientific knowledge is an essential semantic unit of a scientific retranslation. General concepts contain generalised images of classes of objects and thus configure the scientific picture of the world. They perform not only a representative but a communicative function in the process of reproducing of scientific knowledge both within science and in society. While scientific knowledge becomes more and more abstract, a sensual image makes it possible to detect relationships that are not accessible to a rational level of knowledge. It also facilitates the transferring of knowledge in learning.

The results of sociological research in the oil and gas industry are presented in the article, revealing the recent social changes with a major impact on the Russian oil and gas market and the personnel management system. The article deals with demographic reasons and the role of the pandemic, which endangered post-millennials. The authors reevaluate the impact of digitalization on the Generation Z, which led to the reduction of working digital natives, since they will not live to work, but they will work to live. Gender, age, and professional characteristics of employees in oil and gas companies have been analyzed, as well as the current state and development trends of the labor market. The article emphasizes the priority of individual characteristics of "digital people", rather than staff numbers and pay level of the employees. This view resulted from the new reality of COVID-19 pandemic, geopolitical trends, sanctions policy, the global spread of digital technologies, mixing of socio-economic orientations and personal development. These people are unwilling to depend on anyone, but the ideal manager for them is the one who sets tasks most clearly and definitely.

The article exposes the issues of the social character of young people. Problems of the social character are underdeveloped in the socio-psychological and sociological literature. Meanwhile, dynamic social, political, and spiritual processes, and their increasing uncertainty, make research aimed at studying the formation of social character of both the entire society and different generations more and more popular. The role of social character as a factor of social stability is contradictory. It can both pose a barrier to social transformations, and serve as a basis for preserving the integrity of society in crises. Social character is the socio-psychological basis for the sustainable development of society. The authors of this research offer their view on the phenomenon of social character as a manifestation of a system of orientations (stable orientation, principles, ideals, beliefs) in the social behavior of an individual, group, and society as a whole. Due to the internal socio-psychological stability of the individual, their behavior is also stable in a variety of situations. Personality reflection and assessments in the form of judgments about their individual and social character represent the self-concept. The article analyzes manifestation levels of youth orientations: self-orientation, orientation-to-tradition, orientation-to-others. The authors conclude that the differentiation between youth orientations is weak. The social character of young people is a synthesis of weakly manifested orientations towards themselves and orientations towards tradition, with the peripheral position of orientation towards others.