In the previous article [1], the authors considered the impulse wave mechanism of the interaction of mass media and the society as of a receiving side. An information impulse is an important factor of the aggregative state change of the respective societies. This impulse is changing continuously in accordance with the aims and objectives of the managing subject and with susceptibility of the managed object. In the 90’s, mass media as a means of society coordination got a significant bias towards negative news. Hostile issues (groundless and paid-for ones) became more important than positive news. The consequence was the loss of social optimism and the growth of intercommunal propensity towards conflict. Thus, the return to positive content of mass media is an issue of convalescent rehabilitation of the society and of its strategic survival. The above mentioned drawback of mass media, which appeared during the crisis of the 90’s, should be overcome by the managing subject with the use of totally new information impulses generators which take into account the modern realities of the media space. Mass media should not only reflect the moral character of the society, they should also provide a positive (sometimes ideal) focus to be oriented at. In the article, a hypothesis is suggested that the next stage of mass media development should be connected with four-component informative images which are combined into continued video sequences. The authors assume that the modern rapidly developing Internet networks can cause synergetic amalgamation of physically oriented, emotional, intellectual and axiological impulses. The common ethics of the individuals generating such impulses can become a basis of this amalgamation. Supposedly, the new synergetic impulse can overcome the destructive nature of the modern mass media and start a new form of society coordination.

РАЗДЕЛЕНИЕ ТРУДА И ЭВОЛЮЦИЯ ФИРМЫПредметом исследование является феномен разделения труда, который представляет собой основу социального и технического прогресса. Фирма как экономическая структура представляет собой результат такого разделения. При этом факт появления фирмы из массы ремесленников, выполняющих единолично все трудовые операции, остается предметом острых споров про-фессиональных экономистов и специалистов по управлению. Известные типы организационной структуры (линейная, линейно-штабная, дивизиональная и др.) фиксируют факт существования таких структур, но ничего не говорят о причинах их формирования. Единственное, что можно здесь констатировать, -это то, что такие типы организационной структуры являются застывшим след-ствием разделения труда, развернутым в предшествующем временном интервале. Каждая фирма по-своему уникальна в зависимости от условий функционирования, целей и т. п. Но вне зависимости от конкретных отличий, все фирмы строят свою структуру по определенным принципам, главным из которых являются технологическое и функциональное разделение труда. Задача состоит в том, чтобы максимально четко сформулировать указанные принципы и оптимизировать в соответствии с ними «скелет» фирмы. Каждый этап разделения труда приводит к новой комбинации факторов производства, к новому количественному и качественному соотношению применяемых ресурсов. В известной экономической практике наибольшей прибыли и минимальных издержек добивались те системы, в деятельности которых обеспечивалось больше возможностей для углубления труда. Такие понятия, как «миссия», «организационная культура» являются наиболее важным инстру-ментом реализации функций предприятия и имеют прямое отношение к разделению труда, т. к. относятся к наиболее сложным уровням функционального разделения труда. Целью исследования являются изучение эволюции разделения труда в рамках фирмы и поиск принципов усложнения структуры фирмы. Для достижения цели исследования было разработано авторское определение цельного труда, представлены принципы эволюции разделения труда в фирме, предложена схема уровней функционального и технологического разделения труда. Практическая значимость данного исследования представляет собой возможность использования основных выводов, положений, со-держащихся в исследовании при разработке новых форм организации труда в фирме.Ключевые слова: разделение труда; специализация; функциональное и технологическое раз-деление труда.

The aim of the article is to build an investment model that would allow drawing conclusions about economic viability of capital investment. The author considers investment process as a result of the capital continuous change of its different aggregate forms: material, energetic and informational ones. The object of the research is an investment entity which is understood as industrial enterprises and their branches in this case. The methodological background of the article is «The Universal Organization Science» by A.A. Bogdanov. The author of the article states that any act of investment is a goal-oriented process of weakening or termination of relations (both inside and outside the organization) with simultaneous formation of new ones. The aim of investment is extension of production chains with respective enhancement of division of labor and deriving profit from positive effect of scale which is accompanied by intensity enhancement of circulation of substance, energy and information.The author draws a conclusion that efficiency of investment should be evaluated according to the number of individuals whose behavior changes steadily as a result of capital investment. Difference of potentials between two economic entities in the phase of disorganization, on the one hand, and in the phase of mutual reinforcement, on the other hand, is considered as a reason for investment. Investment should provide convergence of economic activity cycles of external economic entities with activity cycles of the investment entity.

The purpose of the article is to work out an informational model of an individual that describes their way of perceiving and processing information. The authors use the scholarly apparatus of engineering sciences. The article determines four levels of individual perception of information, namely, physical, emotional, intellectual and axiological. The process of recognizing external signals starts at the physical level, and normally is to run with immediate involvement of the axiological level. The model of individual perception of information is presented as a trigger capable of receiving external physical signals, recognizing them, and transforming them into information that is further broadcast to the environment via physical channels of perception. Distinguishing a signal among background noise is the first stage of individual perception of information. Processing this signal involves activating the emotional and/or intellectual levels of the consciousness, which, in their turn, can lead to long-term changes in the individual’s mind at the axiological level. The proposed model is illustrated by the example of Overtone windows, and is applied in studying causes and consequences of transmission from civilization of the word to civilization of the number and the digit. The authors state that signals and information may be used as tools of manipulating an individual if they constantly and deliberately overload the channels of perception, and eventually block the axiological level in the individual’s mind. The authors substantiate that transition form civilization of the word to civilization of the number and the digit will inevitably lead to degradation of the individual’s abilities to perceive and process information, which will result in cardinal changes in all spheres of social life. The results of the research may be useful for refining the theory of the mass media and optimizing their activities.

At present the Industry 4.0 is the most probable vector of industrial development which can principally change the role and place of man in physical economy. In our view, its resulting consequence will be a fundamental change of human psychology and public relations. The aim of the article is an analysis of the internal reasons of the Industry 4.0 unwinding and forecasting the state of society and man which can take place in the mature phase of this future industrial reality. The author brings forth a hypothesis that establishment of the Industry 4.0 will result in driving out man from the industry with delivering to the cyber-physical systems first the mechanical functions and then the communicational, economic and technological ones. In the final count, man will retain only two types of functions — the project-oriented and the worldview ones, the access to which on part of the cyber-physical systems seems rather unlikely. The completion of this process results in vanishing the forces that support the integrity and unity of today’s society. Preservation of the civilization will require a new social foundation, which, in our view, will be established by an increased interdependence od individuals: creation of colossal amounts of information pressed into multi-layered images and operating them will be possible to perform alone. It is only within the power for an intellectual network made of individual consciousnesses united on the integral ethical platform.