HUMANITIES OF THE SOUTH OF RUSSIA Scientific - educational journal 2019. No3 Table of Contents To the Readers P.9-13 To the 100th Anniversary of Yu.A. Zhdanov Society and Culture: Yu.A. Zhdanov’s Concept of Culture Yury G. Volkov P.14-25 History and Culture of the North Caucasus in the Destiny of Yuriy Andreevich Zhdanov Aues M. Kumykov, Boris M. Zumakulov, Muslim S. Tamasov P.26-34 «Guardian of the island of salvation»: thoughts of Yu.A.Zhdanov Lyubov A. Surkova P.35-40 MODERN RUSSIAN SOCIETY Ethos of Consumerism in the Context of the Political Deideologization of Modern Russian Youth Konstantin V. Vodenko, Sergey S. Chernykh, Alexander K. Vikulov P.41-51 Perspective Directions of Youth Volunteering Development in Modern Russia Vitalii V. Ovsii P.52-62 HIGHER EDUCATION: PROBLEMS AND PROSPECTS Basic University in the Strategy of Regional Socio-Economic Development Besarion Ch. Meskhi P.63-76 Professional Identity of Teachers as a subject of theoretical reflection Galina Ig. Chikarova P.77-90 PHILOSOPHY AND SOCIETY Modern Features of Popularization of Scientific Knowledge Elena M. Morozova P.91-99 Impact of Advertising on Positioning and Evolution of Demonstrative Consumer Conduct in the Russian Society: Social and Philosophical Approach Ilya V. Pechkurov P.100-108 The Problem of Archaization in the Socio-Philosophical Discourse Aleksey P. Sitnikov P.109-117 From The Empirical and Universal Subject of Cognition to the Existential Subject Zalina H. Emirova P.118-124 CULTURE AND GLOBALIZATION National Character in the Structure of Identity Natalia N. Anisimova P.125-132 Resource Potential of Ethnic Identity in the Context of Global Transformations of the Modern World Marina A. Igosheva P.133-140 Modern Condition and Prospects for Development of Social Service of the Russian Orthodox Church: All Russian and Regional Trends Lyudmila B. Tomilina P.141-148 Prospects for Development and Innovatization of the Practices of Charitable Activity of the Russian Orthodox Church with Participation of Russian Non-Profit Organizations Ilya G. Sharkov P.149-156 SOCIAL STRUCTURE AND SOCIAL INSTITUTIONS IN MODERN SOCIETY Territorial Public Self-Government as a Social Institution Daria S. Deminа P.157-164 Interaction of Generations: Methodology of Sociological Research Hikmat N. A. Dzayi P.165-173 The Peculiarities of Youth Volunteering Institutialization in the Modern Russian Society Yury G. Volkov, Vitalii V. Ovsii P.174-185 Media Reality Factor in the Process of Transformation of the Values of the Demonstrative Consumption Actors: Social-Philosophical Analysis Sergey A. Dyuzhikov, Aues M. Kumykov, Ilya V. Pechkurov P.186-193 Archaization as a Factor of Social Behavior and Interpersonal Relations Elena An. Agapova, Aleksey P. Sitnikov, Elena E. Emirbekova P.194-202 SOCIO-POLITICAL AND ETHNICAL PROCESSES IN THE SOUTH OF RUSSIA Ethnicity in Social Attitudes of the Population of the Rostov Region Zaur A. Zhapuev, Jana V. Artamonova, Azamat Kh. Luyev, Ivan G. Staforandov P.203-215 Social Consolidation and Innovative Development of the Regional Space of the South of Russia: Methodological Scheme of Research Vladimir V. Uzunov P.216-230 ECONOMY AND MANAGEMENT Blockchain Technology as a Factor ff Development of the Medical Biotechnologies Market Ekaterina M. Dyudina, Alexey A. Shabarshin P.231-242 SCIENTIFIC LIFE A.P. Pronshtein: to the 100th Anniversary of the Birthday Anatoly V. Lubsky P.243-253 BOOKS SUBMITTED TO THE JOURNAL Books Submitted to the Journal P.254-258 RULES FOR AUTHORS Rules for Authors P.259-263