The article examines the process of shaping and employment of human capital as a key factor in modern economic development. The interconnection between human capital and economic growth in the European countries is analyzed, as well as the role of human capital for realization of the Strategy Europe 2020. The significance of European experience for managing human capital in Russia is reviewed.

The purpose of the study. The article analyzes the visual content of the Soviet periodical press of the second half of the 1940s-1950s, in order to identify norms and anomalies in leisure practices inherent in Soviet everyday life. Conclusions. The coverage of the topic of leisure in the press was secondary to the labor theme. In the visual plots of newspapers and magazines of the second half of the 1940s - 1950s, priority was given to the practices of cultural recreation in parks, cultural centers, concerts, resorts, hiking trips, classes in creative circles, reading, etc. were popularized. Collectivism was an important feature of leisure activities. Mainly models of «cultural» leisure were put on the pages of newspapers and magazines - reading, visiting clubs, parks, rest homes, deviations were not visualized. The visual images created on the pages of periodicals in the second half of the 1940s - 1950s, to a large extent, reflected real-life objects (stadiums, libraries, cultural and recreational wigs, etc.) and leisure practices. At the same time, the real picture of people's lives differed from the picture created on the pages of periodicals: in the formulation of the problems of the content of the problem of leisure, in the proposed «cultural» forms of its implementation, the presence of significant categories of citizens who prefer «uncultured recreation».

the article analyses textual and visual stories, is dedicated to the presentation of fashion images published on the pages of fashion and women’s magazines of the first half of the 1950s, the Study aims to determine vector dynamics and transformations of the Soviet fashion discourse (visual images and texts “fashion advice”) that occurred in the first half of the 1950s, the identification of the causality of these changes and trends socio-economic and political development of the country. When writing the article, the author was guided by the principles of historicism and objectivity. Work with historical sources was carried out using General scientific methods (analysis, synthesis, induction, etc.), as well as historical methods (problem-chronological, retrospective, comparative-historical). The source basis of the study was: Soviet fashion magazines - “Models of the season”, “fashion Magazine”, magazine for women – “Worker”, published during the first half of the 1950s. it was revealed That in the first half of the 1950s. in the official Soviet fashion discourse reflect changes in the standards of “fashion” consumption: the democratization of the presented models (manifested in the reduction in the cost of fabrics and decoration of clothing, expanding the range of everyday practices of using models, etc.); strengthening of ethical and didactic component in the rhetoric of fashion magazines. These processes indicated the replacement of the elite fashion concept presented in fashion publications in the 1940s with a more democratic concept of “Soviet taste”. The final design of this model takes place in the mid-1950s, but the beginning of the processes of its formation can be determined already in the first years of the 1950s. The specifics of the conceptual consumption models declared in the USSR were determined by the dynamics of the country’s economic development and the vector of the social policy pursued. The weakening of the mobilization regime in the first half of the 1950s, as well as increased attention to the problems of living standards of citizens, contributed to the democratization of the standard of “fashionable consumption”, declared in the domestic information space.

Introduction. The post-war period of Russian history was associated with difficulties and problems of survival of citizens. The current direction of the research is the problems of living standards and prospects for improving the well-being of citizens, presented on the pages of print media of the post-war decade. Materials and Methods. The methodological basis of the research is the modernizing historical paradigm, which is a macro-level methodology focused on the study of social changes, transformations and innovative measures that are recorded in the process of development of society. The research was based on the materials of fifteen periodicals of various levels (magazines, central, regional, city, and factory newspapers). Work with historical sources was carried out using general scientific methods (analysis, synthesis, induction, etc.), as well as historical methods (problem-chronological, retrospective, comparative-historical). To achieve the goals of the study, we used a qualitative and quantitative method (content analysis), which allows us to identify the quantitative expression of the media’s appeal to the problems of the population’s welfare. Results and Discussion. The analysis of the materials of periodicals of 1946–1956 allowed us to identify two models of media rhetoric (successive ones), in which the problems of welfare were considered. In the framework of the “future welfare” model, presented in the media in the second half of the 1940s, the appeal to the concept of “welfare” was not characterized by a high level of demand, and publications that covered various aspects of the deficit were quantitatively expressed. The task of improving the material well-being of citizens was postponed until the state’s economy was restored. In the 1950s, a new model of “realized well – being” was approved in the domestic information field. It was aimed at presenting the consumer practices of citizens in a positive light and increasing the level of personal consumption. Meeting the growing material needs of citizens is interpreted as the most important task of the state, the solution of which was a priority regardless of the potential economic opportunities of the country. Conclusion. The specifics of considering the problems of population welfare were determined by the dynamics of the country’s economic development, the vector of the social policy, and the intensity of the articulated mobilization tasks.

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