М75 1 Доля домашних хозяйств, имеющих широкополосный доступ к информационно-телекоммуникационной сети «Интернет», в общем числе домашних хозяйств // ЕМИСС. Государственная статистика [веб-сайт]. URL: https://fedstat.ru/indicator/43567 (дата обращения: 01.12.2018). 2 Доля организаций, использующих широкополосный доступ к сети Интернет, в общем числе организаций // ЕМИСС. Государственная статистика [веб-сайт]. URL: https://fedstat.ru/ indicator/43904 (дата обращения: 01.12.2018).

The article raises the issue of the dynamics of human capital of rural Russia of the Central Federal District with the example of the Yaroslavl area in conditions of depopulation and growth of return migration. On the basis of the results of the empirical research, using the methods of in-depth interviews and the search survey according to the structured questionnaire, the author examines the way of life and living conditions of the rural population from the perspective of the past, present and future. The article identifies key problems that are acutely felt and reflected by the inhabitants of the village: lack of jobs, opportunities for decent work in the countryside, poor roads and medical services, a low level of amenities and recreational activities. Also, based on the reasoning of the respondents, the author points out some positive aspects of life in rural areas: good ecology, availability and operation of kindergartens and schools, a relatively high level of development of digital technologies, a moderate, peaceful life. In conclusion, the author highlights the key factors influencing the lifestyle and quality of life of rural residents and concludes that, in the light of this situation, without State policy intervention in the development and preservation of human capital, Depopulation and atrophy of rural areas will continue.

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The article systematizes knowledge about communication strategies and ideas about the types and structures of different organizations in which they can be applied to the implementation of management decisions. The notion of a communicative strategy are compared with the notion of a managerial communicative action (MCA) according to J. Habermas. Highlights approaches and grounds for the classification and typology of communication strategies implemented by different authors. Considered: the model of four basic communication strategies of B. van Rouler (informing, agreement, dialogue, persuasion) extended by T. Orlova; classification S. Datsyuk (passive, active, interactive); the typology of O. Issers, focusing on the tactics and strategies of the Russian language; approaches to systematization of E. Surovtseva, who linked communicative and organizational strategies; M. Kravets, generalizing works that related to strategic planning; T. Adamyants, who singled out four normative communication fields on the basis of the communicator’s relationship to respondents and competitors; N. Kirillova, focusing on moral categories, as well as the classification of innovative communications M. Hulsman and N. Pfefferman, who identified three main communicative strategies (knowledge, positioning and management). As a result, the authors form a general universal list of classification grounds, for which you can systematize communicative strategies.

Проблема управления сохранением историко-культурного наследия в региональном разрезе 1) Центр социологии управления и социальных технологий Федеральный научно-исследовательский социологический центр Российской академии наук ул. Кржижановского, д. 24/35, корп. 5,