Segmentation of any market can be carried out in a variety of ways, according to a variety of signs, taking into account various factors. For example, market segmentation by consumer groups can be carried out according to the following criteria:
Geographic: region, administrative division, population size, population density, climate.
Demographic: gender, age, family size, marital status, income level, types of professions, educational level, religion, race, nationality.
Psychographic: social stratum, lifestyle, personal qualities.
Behavioral: the degree of randomness of the purchase, the search for benefits, the status of a regular customer, the degree of need for a product, the degree of loyalty, the degree of willingness to buy, emotional attitude.
Each of these four features is used in market analysis not by itself, but in some combination with others in order to determine as accurately as possible which need a particular product serves. By coincidence, for certain groups of consumers of several values \u200b\u200bof variables, it can be concluded that there is a certain market segment.
Market segmentation by product parameters is carried out on the basis of an analysis of which parameters of a particular product are especially attractive to consumers and how much your competitors have already taken care of this. This segmentation is essential when launching and marketing new products.
When segmenting the market of organizations (legal entities), an enterprise can use the same features as for end consumers (individuals).
Traditional methods of segmentation are designed mainly for stable markets for mass standardized products and do not provide for rapid changes in the range of products produced, tight integration of marketing with research and development and production. In modern conditions, systems of constant monitoring of changes in the structure of consumer demand and the fastest possible improvement of manufactured products and technologies for their production, taking into account the changing needs of consumers, have acquired particular relevance.
For segmentation planning to be successful, customer groups must meet five criteria:
Differences between consumers are needed, otherwise mass marketing will be the required strategy.
Each segment should have enough consumer similarities to develop an appropriate marketing plan for the entire segment.
The enterprise must be able to measure the characteristics and requirements of customers in order to form groups. This is sometimes difficult for lifestyle factors.
The segments must be large enough to support sales and cover costs.
Consumers in segments should be reasonably easy to reach
.

The data provided by the World Health Organization show that human health is 50% dependent on his lifestyle.

A way of life is understood as a stable way of life of people that has developed in certain socio-economic conditions, manifested in their work, life, leisure, satisfaction of material and spiritual needs, in the norms of communication and behavior. Lifestyle includes three components: level, quality and lifestyle.

The quality of life characterizes the degree of comfort in meeting human needs (that is, it is primarily a sociological category). In the specialized literature, the phrase "quality of life" began to appear after 1975. Its generally accepted definition has not yet been found. The quality of life is interpreted as a rather broad concept, covering many aspects of a person's life, connected not only with the state of his health. These include: living conditions; satisfaction with study and / or work; family relationships; social environment; political and economic situation in the country.

The subjective aspects of the quality of life are reflected in the following factors:

A personality state that allows her to painlessly overcome the opposition (struggle, aggression, competition) of the external world;

Ability to adequately solve assigned tasks;

The ability to live a full life in close contact with everything that a person loves;

The ability to be everything that one is able to become (self-realization);

Opportunity is in physical and mental balance with nature and the social environment, with oneself.

The entire set of known methods for assessing the quality of life on the subject of research can be dispersed into five main groups 46.

Physical condition (physical health, physical ability, physical limitations, temporary disability).

Mental health (psychological well-being, levels of anxiety and depression, self-control of emotions and behavior, cognitive functions).

Social functioning (interpersonal contacts, social connections, social support: benefits, benefits, etc.)

Role functioning (at work, at home).

General subjective perception of the state of one's health (assessment of the present condition and its prospects, assessment of pain).

According to N.M. Amosov, health from the standpoint of the category of quality of life is a choice of a lifestyle in which a person enjoys health, and its stable presence ensures longevity with a high level of mental comfort.

Lifestyle is a socio-psychological category. It characterizes the features of a person's daily life, that is, a certain standard to which the psychology and physiology of a person is adjusted. The lifestyle is an essential sign of individuality, the manifestation of its relative independence, the ability to form oneself as a person in accordance with one's own ideas about a full and interesting life. Human health to a significant extent depends on the lifestyle, which is determined by the mentality (national culture and traditions) and personal inclinations.

A healthy lifestyle is a complex concept, but narrower than the actual lifestyle. Most researchers define a healthy lifestyle as a set of external and internal conditions for the life of the human body, in which all its systems work for a long time, as well as a set of rational methods that promote health, harmonious development of the individual, methods of work and rest.

A person's lifestyle is largely determined by his attitude to his health.

The attitude to health is one of the central, but still very poorly developed questions of health psychology. The search for an answer to it is essentially reduced to one thing: how to ensure that health becomes the leading, organic need of a person throughout his life. Actually, the formation of an adequate attitude of a person to his own health is hindered by a number of reasons 39. Below is their content.

One of the problems is that a healthy person does not notice his health, perceives it as a natural given, as a matter of course, without seeing it as an object of special attention. In a state of complete physical and mental well-being, the need for health is, as it were, not noticed by a person, falls out of his field of vision. He believes in his inviolability and does not consider it necessary (since everything is fine anyway) to take any special actions to preserve and strengthen his health.

As a rule, health attracts attention when problems arise with it. Health acquires an urgent vital necessity, special significance when it has already been disturbed.

Unhealthy behavior is often based on the phenomenon of “unrealistic optimism,” unjustified and unjustified. Certain psychological factors contribute to its formation:

lack of personal experience of the disease;

belief that if the problem (disease) has not yet appeared, then it will not appear in the future;

the belief that if a health problem arises, it can be dealt with by taking appropriate action.

Quite a typical situation is when people, burdened with diseases, acutely sensing them, nevertheless, do not take effective measures, do not show proper activity aimed at eliminating them.

One of the reasons for the passive attitude to health lies in the lack of necessary knowledge about it, about the ways of its formation, preservation and strengthening.

Repeated unhealthy behavior in some cases can bring instant pleasure (drinking vodka, smoking a “good” cigarette, etc.), and long-term negative consequences of such actions seem distant and unlikely.

Often, people simply do not realize the danger associated with this or that unhealthy behavior (violation in the field of nutrition, personal hygiene, work and rest, everyday culture).

A significant part of a person's self-preservation behavior is determined by his concept of health. If the recommendations for health promotion received from the media or the doctor do not coincide, differ from his ideas, the likelihood that he will follow these recommendations will be low.

There is an age-related dynamics of the importance of health. Its priority role is most often marked by the ideas of the middle and especially the older generation. Young people usually treat the health problem as something rather important, but abstract, not directly related to them. Their hierarchy of values \u200b\u200bis dominated by material goods and careers. They pay attention to it to health, then mainly to its physical component. In the understanding of young people, the role of mental and social health does not find its due place.

Social pressure often forces people to carry out unhealthy behavior (for example, the role of reference groups in adolescents in terms of their introduction to smoking, alcohol, drugs).

There is a delayed feedback effect: people prefer not to burden themselves with work on their own health, since the result of the effort expended may not be immediately noticeable and obvious. Morning exercises, some kind of healing systems, hardening do not give a tangible positive result immediately, after a few days, but more often after months and even years.

People do not understand this, they are often simply not explained. They are not tuned into patient, systematic work on their own health. Not getting a quick effect from actions beneficial to their health, people quit exercise and may never return to it again.

The delayed feedback effect is one of the main reasons for unhygienic behavior of people, their neglect of the rules of a healthy lifestyle.

From time to time, a fashion for health appears, but there is no attempt to put this problem in the long-term perspective as a state one.

In 1965, American scientists Bellock and Breslau began to study the influence of lifestyle on human health (according to the book: Nikiforov G.S.Psychology of Health. – SPb .: Rech, 2002. – 256s.) They interviewed 7000 people aged 25 to 75 years. Using one list of questions, the nature of the presence of seven factors in the lifestyle of the respondents was ascertained: sleep, breakfast, snacking between meals, maintaining an optimal weight, smoking, alcohol consumption and physical activity. Another list of questions was aimed at finding out the state of health of the respondents during the last twelve months: for example, did they have to take sick leave due to illness; whether they have had periods of low energy; whether they were forced to give up certain types of activities, etc. Comparison of different age groups based on the results of the study showed that in each of them the overall level of health increased with the "healthier" lifestyle. Moreover, those who followed all seven rules of a healthy lifestyle showed the same health results as those who were 30 years younger, but did not follow these rules at all or in part. Subsequently, these seven factors came to be seen as the basis for a healthy lifestyle. These include:

Sleep (7-8 hours),

Regular nutrition,

Refusal of additional food intake (that is, in between meals),

Weight not exceeding 10% of optimal (depending on age),

Regular exercise,

Limiting alcohol,

To give up smoking.

Of course, this does not exhaust the whole real variety of factors of a healthy lifestyle, which is constantly being refined empirically and is not yet a definitively established list. We will cite the most famous factors of a healthy lifestyle and accompany them with comments of varying degrees of detail.

Psychological library

SOCIAL PSYCHOLOGY
Ed. A.N. Sukhova, A.A. Derkach.

PART I. FOUNDATIONS OF SOCIAL-PSYCHOLOGICAL THEORY
SECTION IV. SOCIAL PSYCHOLOGY OF COMMUNITIES AND SOCIAL INSTITUTIONS

Chapter 7. SOCIAL AND PSYCHOLOGICAL CHARACTERISTICS OF COMMUNITIES AND SOCIAL INSTITUTIONS

§ 3. Socio-psychological characteristics of the stratification of society. Image, quality and lifestyle

The word "stratum" means a layer, i.e. any community, social group. Outside of stratification, the nature of communities cannot be understood. The foundations of the modern approach to the study of social stratification were laid by M. Weber, who considered the social structure of society as a multidimensional system, where, along with classes and the property relations that generate them, an important place belongs to status. He believed that stratification was based on inequality of property, prestige, and access to power.

The most developed is the functional concept of social stratification. From the point of view of this theory, the stratification system of society is the differentiation of social roles and positions. It is due to the division of labor and social differentiation of various groups, as well as the system of values \u200b\u200band cultural standards that determine the importance of a particular activity and legitimize social inequality.

According to T. Parsons, the universal criteria of social stratification are:

Quality (prescribing to an individual a certain characteristic, for example, competence);

Execution (assessment of the individual's performance in comparison with the activities of other people);

Possession of material values, talent, cultural resources.

There are three different approaches to the study of social stratification: a) self-assessment, or the method of class identification; b) from the standpoint of assessing the reputation (for example, in the recent past it was beneficial to have a worker-peasant origin, but with the advent of other times, people began to look for the roots of their aristocratic origin); c) objective, based on the prestige of the profession, level of education and income. The following vertical stratification is used: 1) the highest class of professionals; 2) mid-level technicians; 3) commercial class; 4) the petty bourgeoisie; 5) technicians and workers performing managerial functions; 6) skilled workers; 7) unskilled workers.

Social mobility and social stratification are two sides of the same coin. Social stability is provided due to a certain state of the social structure: the presence of a set of certain strata, say, the middle class, and the state of each of them, for example, the number of unemployed.

The revolution is associated with a change in social stratification: some strata disappear, others take their place. Moreover, the revolution gives this process a massive character. So, after the revolution of 1917, the classes of the bourgeoisie, aristocracy, Cossacks, kulaks, clergy, etc. were liquidated.

The destruction of layers and classes is accompanied by changes in the way of life. Each stratum is the bearer of certain social (cultural, moral, etc.) relations, standards and lifestyle. With a sharp and all-encompassing change in stratification, society finds itself in a marginal, extremely unstable state.

For a long time, the class approach to determining the structure of society prevailed in Russian social psychology. A class is a large social group that differs from others in the ability to access public wealth (distribution of benefits), power, and social prestige. The socio-psychological characteristics of classes are based on their social needs, interests, quality, way and lifestyle. The main disadvantage of the class approach is that it does not reflect real stratification, since it determines social differentiation based on only two indicators: the social division of labor and private ownership of the means of production.

Stratification has always existed. In Russia, the tribal community was divided into the tribal nobility, free community members and dependent members. Then the estates gradually began to take shape. They were social groups differing not only in their actual position in society, but also in their legal place in the state. Belonging to a particular class was considered hereditary. However, this requirement was not strictly observed, in contrast to the unconditional fulfillment of caste norms. The upper classes included the nobility and clergy. Real social differentiation has never been limited to classes such as workers, peasants and the intelligentsia.

In a totalitarian state with a planned distribution economy, a real stratum-forming feature is the proximity to the distribution of funds, a deficit. In this regard, stratification is made up of the following layers: nomenclature, salespeople, etc.

In order to get into the nomenklatura, that is, the elite, and receive a lifelong high status, one had to be a pioneer, a member of the Komsomol, a party, observe certain etiquette and have connections. But the stratification was not only corporate-departmental, but also territorial. The "watershed" was formed between people depending on where the person lived - in the capital, a provincial city or in a village. As for the so-called "declassed" elements, vagabonds, the statistics did not take these strata into account.

The deformed stratification began to take shape after the liberalization of prices in the country. Under market conditions, the differentiation of society is inevitable, but the character that it acquired immediately after the start of reforms cannot be called anything other than threatening. On the one hand, a stratum of those with too high incomes has formed, on the other, an impoverished population: lumpen, unemployed. There was a sharp stratification along the material lines. The difference between the layers has reached a colossal size. At the same time, such signs as education, competence have lost their meaning. The process of stratification has acquired an ugly, largely criminal nature. Lacking start-up opportunities, honest people were cut off from business. As for the nomenklatura and ex-offenders who had start-up capital, they were in a better position. The middle class of wealthy people has never formed.

Deformed stratification has developed not only in society, but also in the army and in criminal communities (however, it has always existed here). In the army, such a stratification was called "bullying", "hazing", the essence of which is the mockery of old servicemen ("grandfathers") over the "young."

Stratification in the criminal environment, that is, the caste distinction of people and endowing them in accordance with this with strictly defined rights and obligations, is one of the main manifestations of the criminal subculture. In a youth criminal environment, it suggests:

Rigid division into “us” and “foes”, and “us” - into “top” and “bottom”;

Social stigma: designation of belonging to the "elite" by certain symbols (nicknames, etc.);

Difficult upward mobility and facilitated downward mobility (changing statuses from lower to higher ones is difficult, and vice versa);

Justification of upward mobility - increased passing of tests or a guarantee of "authority", downward mobility - violation of the "laws" of the criminal world;

The autonomy of the existence of each caste, the difficulty, even the impossibility of friendly contacts between the "lower classes" and the "elite" because of the threats of ostracism for persons from the "elite" who agreed to such contacts;

The “elite” of the criminal world has its own “laws”, value systems, taboos, privileges;

Stability of status: attempts by people from the “lower classes” to get rid of their status are severely punished, as well as attempts to use privileges in the criminal world that are not in terms of status (V.F. Pirozhkov).

The status-role structure manifests itself not only in privileges, but also in appearance, especially in clothes, the manner of speaking, walking, etc.

Each stratum is characterized by a certain way of life -established typical forms of life of the individual and communities, in other words, habits, traditions, stereotypes of behavior.

There are different types of lifestyle:

Healthy, which presupposes proper nutrition, adherence to hygiene standards, the presence of psychologically comfortable conditions at work and at home, playing sports, orderly rest, avoiding stress, sound sleep, minimal alcohol consumption;

Morally healthy, meeting the content of the basic values \u200b\u200bof life and culture;

Closed, ascetic, suggesting constant concern for the salvation of the soul and Spartan modesty;

Bohemian, associated with a loose adherence to everyday norms of communication;

- "student", associated with carelessness and an easy attitude to life.

The list of these types can be continued for completely different reasons. The fact is that there are as many types of lifestyle as there are varieties of communities. In accordance with this, the army, urban, rural, monastic, sectarian, resort lifestyles, as well as the lifestyle of vagabonds, invalids, "golden youth", the nomenclature, "white collars", trade workers, criminals, etc. are distinguished.

The lifestyle structure includes the following components:

Axiological (value, normative), meaning an orientation towards observing certain rules of behavior. For example, the Soviet way of life was maintained at the expense of blind faith in the correctness of the policy pursued, the superiority of the system, and the empowerment of power to control the fate of the country and of each person. It was on the basis of these principles that national consent was ensured. Abrupt abandonment of them led to a spiritual crisis for entire generations. In this regard, it should be emphasized once again that only convergence of values, a compromise are possible;

Behavioral, expressed in habits, stable ways of responding to various social situations;

Cognitive, associated with the content of pictures of the world, cognitive stereotypes;

Communicative, due to the inclusion of a person in the system of social ties, as well as the state of the active vocabulary of various social groups, their thesaurus, vocabulary, stylistics, jargon, professionalism, special terminology, pronunciation.

So, a certain system of socio-cultural values, priorities, preferences lies at the heart of this or that way of life; pictures of the world, understanding of the norm; social circle, interests, needs and ways to satisfy them; social stereotypes, habits.

The problem of the social lifestyle is closely related to the socio-psychological typology of people. They try to classify people for various reasons. The socio-psychological approach to the typology of people differs from the typology based on taking into account individual differences. From the standpoint of the socio-psychological approach, the normative side of the way of life and the expectations that arise in connection with this matter; the status occupied by the person and her role behavior. As you know, a person can take a certain status only if his behavior meets expectations. The most striking examples are the heroes of M. Bulgakov Sharikov and Shvonder. These types met the expectations of the class ideology of the so-called proletarian culture.

Lifestyle is an essential characteristic not only of individual social groups, but of entire generations. This is a temporary, concrete historical characteristic. It is no coincidence that the representatives of various groups who lived at the same time are spoken of as a single community, for example, the "sixties". There is a segment of the nation's life behind this.

Morally interesting way of life,called "domostroy". It is discordant with the modern, urbanized way of life, but it is very instructive and useful. The conservative lifestyle is not the worst, as evidenced by the history of England.

There was an attempt to substantiate the existence of the Soviet way of life, which is based on collectivism, etc. There are opinions that the Soviet way of life is another myth. You can criticize it, disagree with those sides of it that were formed in the conditions of communal apartments, dormitories, villages torn off the roads from the whole world, but it can be argued that there was no Soviet way of life at all, or it cannot be endowed with only negative characteristics.

The lifestyle of specific social groups is always influenced by ethnopsychological characteristics. From this point of view, Russia is characterized not by an individual, but by a communal way of life. One cannot but reckon with this. PA Stolypin was the first to attempt to destroy this way of life, which is not always economically efficient.

The reforms that began in 1991 in the country have changed the content of the lifestyle of an entire generation. They gave it dynamism, new meaning. The way of life of the entrepreneurial circles was formed, often not much like the way of life of Russian merchants, the charitable activities of Savva Morozov or the cultural and educational activities of S. Mamontov and P. Tretyakov. In many ways, he turned out to be criminalized, based on criminal ethics.

A criminal lifestyle is a lifestyle of criminal communities based on a subculture. It is not universal. Each criminal group, category of offenders has its own lifestyle. Its distinctive features in some cases are conspiracy, hierarchical relationships, in others - demonstrative luxury, the cult of power.

Lifestyle cannot be imagined without her quality.In Russian literature, instead of this concept, the concept of "standard of living" is used. The quality of life is characterized by nutritional content, health, education, housing conditions, means of satisfying spiritual needs, durable goods, transport services, criminal security, etc.

As you can see, the level and quality of life are far from the same. Standard of livingrecords only the ratio of income and expenses, the quality of life is a subtle and sensitive integral indicator that takes into account, for example, such signs: whether a person lives in a prestigious area or not, uses public transport or personal transport, eats organic or toxic food, has access to cultural values or not, etc.

Life styleno less significant socio-psychological characteristic. Usually, they mean the dominant type of activity and its main features and therefore talk about a business, creative lifestyle, etc. ... In other words, it is “conspicuous consumption”. Such an understanding of the lifestyle is evidenced by the facts characterizing the numerous presentations of Russian entrepreneurs who were born, and the behavior of some representatives of the underworld.

At the same time, the lifestyle is largely associated with the cognitive sphere of a person, formed pictures of the world, stereotypes, and individual differences.

Literature

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2. Anufrieva E.A., Lesnaya L.V.Russian mentality as a socio-political and spiritual phenomenon // Socio-political journal. - 1997. - No. 3-6.

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4. Berdyaev N.A.The origins and meaning of Russian communism. - M., 1990.

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17. Peregudov S.P.Thatcher and Thatcherism. - M., 1996.

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25. Schweri R.Theoretical Sociology of James Coleman: An Analytical Review // Sociological Journal. - 1996. -№ 1, 2.

26. Shkuratov V.A.Historical psychology. - M., 1997.

1

Satisfaction with life is an integral indicator that summarizes such characteristics of satisfaction as psychological state, degree of psychological comfort and socio-psychological adaptation. It is closely related to the state of health, the level of activity and certainty of life plans, the presence of a creative work.

Lifestyle includes three categories: standard of living, lifestyle, quality of life.

Standard of living - This is the degree of satisfaction of material, cultural and spiritual needs (mainly an economic category).

Life style - behavioral feature of human life, i.e. a certain standard to which the personality is adjusted (socio-psychological category).

The quality of life (the international abbreviation of the concept of "quality of life" - Quality of Life - QOL) is characterized by comfort in meeting human needs (mainly sociological category).

As a rule, four value aspects of quality of life (QOL) are considered:

• physical QOL:mobility, health, somatic comfort, functional parameters, etc .;
• mental QOL: contentment, peace, joy, etc .;
• social QOL: family, cultural, work, economic relations;
• spiritual QOL: the meaning of life, goals, values, metaphysical and religious relationships.

Health. In the wording of the World Health Organization, health - it is not only the absence of diseases and physical defects, but a state of complete physical, mental and social well-being, and not only the absence of diseases or physical defects.

Health is viewed as dynamic indicator of human vitality.

It is studied from different angles: somatic health - the field of biology and medicine, physical health - physical education and sports, mental health - psychological sciences, moral health - this is the field of education.

Currently in the concept health moral and spiritual well-being is included.

In this regard, the health model can be presented in the form of its components:

1. Physical health.

Medical definition - it is a state of growth and development of organs and systems of the body, the basis of which is formed by morphological and functional reserves that provide adaptive reactions.

Pedagogical definition - this is the perfection of self-regulation in the body, the harmony of physiological processes, maximum adaptation to the environment.

2. Mental health

Medical definition - this is a state of the mental sphere, the basis of which is the status of general mental comfort, an adequate behavioral response.

Pedagogical definition - it is a high consciousness, developed thinking, a great inner and moral force, prompting for creative activity.

3. Social health

Medical definition - these are optimal, adequate conditions of the social environment, preventing the occurrence of socially caused diseases, social maladjustment and determining the state of social immunity, harmonious development of the personality in the social structure of society.

Pedagogical definition -it is moral self-control, an adequate assessment of one's “I”, self-determination of the individual in the optimal social conditions of the micro-micro-environment (family, school, social group).

4. Moral health

This is a complex of characteristics of motivational and need-informative spheres of life, the basis of which is determined by the system of values \u200b\u200bof attitudes and motives of the individual's behavior in society. Moral health is mediated by the spirituality of a person, since it is associated with the universal truths of good, love, mercy and beauty.

The main condition for the education and upbringing of motivations for health and a healthy lifestyle in children is the regular upbringing of an appropriate culture of health from early childhood: physical - movement control; physiological - control of the processes in the body: psychological - control of your feelings and internal state; intellectual - management of thought and reflections aimed at improving positive moral and spiritual values.

In the practice of educational institutions, the guidelines for the health and physical development of the child are:

• indicators somatic health (medical data);
• general activity: physical, labor, social, cognitive;
• mastery children the basics of personal physical culture, theoretical and methodological knowledge about the ways of physical development at a particular age and perspective;
• awareness about the prospects of their physical development: formation of adequate self-esteem their health, their physical capabilities and characteristics;
• development of endurance, flexibility, speed, strength;
• development of motor speech memory, coordination abilities, movements, varied sensitivity;
• need and ability in the physical self-education: self-regulation of behavior, the use of a daily routine, special exercises to create a positive mood, posture, gait development, etc.

As practice shows, the health of a child largely depends on the educational technologies used, on a healthy lifestyle.

Healthy lifestyle. This concept represents a set of forms of behavior that contribute to the performance of a person's professional, social and domestic functions in optimal health conditions, and expresses the orientation of the individual to form, maintain and strengthen his health.

Known in the 19th century. doctor Schnell in his book "Organic Education" wrote: "But being only a concern of life, health becomes the goal of education! It should be the goal because children and young people of our time are more susceptible to disease and weakness than ever ... Diseases of childhood and adolescence have an inevitable impact on the whole life. " Even in those years, the author considered school to be the first destroyer of children's health: “But now the teaching begins - the child is sent to school, and here the first commandment is to sit still and not move ... many, many children, upon entering school, part with their health forever ”. The author comes to an unambiguous conclusion, which would not be a bad idea to draw the attention of today's teachers and managers: the nature of teaching and upbringing in school is the basis of "exhausting development." But it should be the other way around! It's time for all of us to clearly understand: health is a category of upbringing, the formation of internal reserves, and the science of upbringing is still one for us - pedagogy. Consequently, health is a pedagogical category.

VF Bazarny, a specialist in the field of child health and development, encourages us to:

“Dear teachers! Dear Parents! Just think for a moment: what remedies were the most effective in treating severe depression, drug addiction, mental breakdowns not only in young people, but also in adults? Here they are:

• this is therapy by contemplation of living nature (forest, sky, sunrise and sunset, stars, etc.);
• this is therapy with useful physical labor;
• this is therapy with artistic hand-made, and especially painting;
• this is calligraphy therapy;
• this is knitting and embroidery therapy;
• it is choral singing therapy;
• it is therapy with personal participation in theatrical performances, etc.

All that was previously the image of the upbringing ("humanization") of children, the image of national educational cultures, everything that was then expelled from its basic curriculum by the school, many years later we are forced to bring in the form of reeducation therapy! The conclusions are yours. "

BIBLIOGRAPHY

1. Bazarny V.F. Neuropsychic fatigue of students in a traditional school environment: origins, approaches to prevention (Presidential program "Children of Russia"). - Sergiev Posad, 1995 // http://www.hrono.ru/libris/lib_b/utoml00.html
2. Bazarny V.F. Child of man. Psychophysiology of development and regression. M., 2009. // http://www.hrono.ru/libris/lib_b/ditja00.html
3. A.A. Korobeynikov Education in Russia and national security of the country: report at the All-Russian Forum "Education and Healthy Development of Students" on December 27, 2005. // http://www.obrzdrav.ru/documents/korobejnikov.shtml
4. A.A. Korobeynikov Education for the harmonious development of students: report at the Parliamentary Assembly of the Council of Europe (PACE), 2008 // http://www.obrzdrav.ru/documents/KAA_PACE_report.pdf

Bibliographic reference

Fedoseeva N.A. ANALYSIS OF KEY CATEGORIES OF LIFESTYLE // Successes of modern natural science. - 2010. - No. 5. - S. 93-95;
URL: http://natural-sciences.ru/ru/article/view?id\u003d8133 (date accessed: 03/05/2020). We bring to your attention the journals published by the "Academy of Natural Sciences"

§ 2. Socio-psychological competence as a leading property of a professional

Section III social psychology of relationships and communication

Chapter 5 essence, structure and functions of social relations and communication

§ 1. The concept and types of social relations, their relationship with communication

§ 2. Concept and types of communication

3. Functions and difficulties of communication

§ 4. Characteristics of professional communication

Chapter 6

§ 1. The essence and types of deformation of social relations

§ 2. Deformations of communication: the criminogenic aspect

§ 1. Socio-psychological analysis of society

§ 3. Socio-psychological characteristics of the stratification of society. Image, quality and lifestyle

Chapter 8 small informal groups, their structure and dynamics

§ 1. The concept and types of small informal groups

§ 2. The emergence and development of a small informal group

Chapter 9 social psychology of the family

§ 1. Socio-psychological classification and functions of the family

§ 2, Socio-psychological problems of the family

Chapter 10 culture and climate of social organizations

§ 1. The concept and components of organizational culture

§ 2. Characteristics of the socio-psychological climate of various social organizations

Chapter 11 social psychology of industrial communities

§ 1. Socio-psychological characteristics of production communities in the transition to market relations

§ 2. Psychology of management

Chapter 12 socio-psychological characteristics of criminal communities

§ 1. Socio-psychological understanding of organized crime

§ 2. Common crime: socio-psychological analysis at the heart of common (street, domestic) crime is quite often violence.

Chapter 13 psychology of large social groups and movements

§ 1. Signs of large social groups and movements

§ 2. Characteristics of mass social and psychological phenomena

Chapter 14 crowd psychology

§ 1. Socio-psychological essence of the crowd

§ 2. Characteristics of different types of crowds

Chapter 16 social security psychology

§ 1. Socio-psychological dimension of security

§ 2. Safe power

§ 3. Public safety

Section V

Chapter 17

§ 1. The concept, levels, causes and mechanisms of social tension

§ 2. Forms of manifestation of social tension

Chapter 18 socio-psychological characteristics of conflicts

§ 1. The basics of conflict management: the concept of conflicts, their structure, functions, stages of course and types

§ 2. Conflicts in various communities

Chapter 19

§ 1. Technique for relieving social tension

§ 2. Settlement of conflicts

Chapter 20 theory of socio-psychological impact

§ 1. The essence of social and psychological impact

§ 2. Characteristics of the socio-psychological

Chapter 21 social psychology of fashion and propaganda

§ 1. Concept and functions of a mode

§ 2. Psychology of propaganda

Part II

Section VI introduction to applied social psychology

Chapter 22 subject, structure and tasks of applied social psychology

§ 1. The structure and subject of applied social psychology

§ 3. Functions and tasks of applied social psychology

Section VII theoretical and methodological problems of socio-psychological diagnosis and impact

Chapter 23

§ 1. Software for socio-psychological diagnostics

§ 2. Organization and procedure for conducting social and psychological diagnostics

Chapter 24

§ 1. Observation and experiment as methods of social and psychological diagnostics. Instrumental method for diagnosing social and psychological phenomena

§ 2. Use of surveys in social and psychological diagnostics

§ 3. Content analysis as a method of social and psychological diagnostics

§ 4. Testing of social and psychological phenomena

§ 5. Non-traditional methods of social and psychological diagnostics

Chapter 25

§ 1. Socio-psychological diagnostics

Part 3:

§ 2. Diagnostics of mass social and psychological phenomena

Chapter 26

§ 1. Concept, types and organization of social and psychological training

§ 2. Concept and basic techniques of socio-psychological counseling

Section VIII

Chapter 27

§ 1. Socio-psychological diagnosis of family problems

§ 2. Socio-psychological diagnostics

§ 3. Socio-psychological diagnosis of personality

§ 4. Non-medical group psychotherapy: the essence,

Section IX

Chapter 28

§ 1. Functions and efficiency of social organizations

§ 2. Socio-psychological diagnostics

§ 3. Formation of the image of social organizations

§ 4. Socio-psychological training in business communication

§ 5. Organizational consulting,

§ 6. Basic algorithm of organizational

Section X

Chapter 29

§ 1. Applied social psychology and politics

§ 2. Applied social psychology in the field of economics

Part 4:

§ 3. Applied social psychology in education

§ 4. Applied social psychology in health care

§ 5. Extreme applied social psychology

§ 3. Socio-psychological characteristics of the stratification of society. Image, quality and lifestyle

The word "stratum" means a layer, i.e. any community, social group. Outside of stratification, the nature of communities cannot be understood. The foundations of the modern approach to the study of social stratification were laid by M. Weber, who considered the social structure of society as a multidimensional system, where, along with classes and the property relations that generate them, an important place belongs to status. He believed that stratification was based on inequality of property, prestige, and access to power.

The most developed is the functional concept of social stratification. From the point of view of this theory, the stratification system of society is the differentiation of social roles and positions. It is due to the division of labor and social differentiation of various groups, as well as a system of values \u200b\u200band cultural standards that determine the importance of a particular activity and legitimize social inequality.

According to T. Parsons, the universal criteria of social stratification are:

Quality (prescribing to an individual a certain characteristic, for example, competence);

Execution (assessment of the individual's performance in comparison with the activities of other people);

Possession of material values, talent, cultural resources.

There are three different approaches to the study of social stratification: a) self-assessment, or the method of class identification; b) from the standpoint of assessing the reputation (for example, in the recent past it was beneficial to have a worker-peasant origin, but with the advent of other times, people began to look for the roots of their aristocratic origin); c) objective, based on the prestige of the profession, level of education and income. The following vertical stratification is used: 1) the highest class of professionals; 2) mid-level technicians; 3) commercial class; 4) the petty bourgeoisie; 5) technicians and workers performing managerial functions; 6) skilled workers; 7) unskilled workers.

Social mobility and social stratification are two sides of the same coin. Social stability is provided due to a certain state of the social structure: the presence of a set of certain strata, say, the middle class, and the state of each of them, for example, the number of unemployed.

The revolution is associated with a change in social stratification: some strata disappear, others take their place. Moreover, the revolution gives this process a massive character. Thus, after the revolution of 1917, the classes of the bourgeoisie, aristocracy, Cossacks, kulaks, clergy, etc., were liquidated.

The destruction of layers and classes is accompanied by changes in the way of life. Each stratum is the bearer of certain social (cultural, moral, etc.) relations, standards and lifestyle. With a sharp and all-encompassing change in stratification, society finds itself in a marginal, extremely unstable state.

For a long time, the class approach to determining the structure of society prevailed in Russian social psychology. A class is a large social group that differs from others in the possibility of access to public wealth (distribution of benefits), power, and social prestige. The socio-psychological characteristics of classes are based on their social needs, interests, quality, way and lifestyle. The main drawback of the class approach is that it does not reflect real stratification, since it determines social differentiation based on only two indicators: the social division of labor and private ownership of the means of production. Stratification has always existed. In Russia, the tribal community was divided into the tribal nobility, free community members and dependent members. Then the estates gradually began to take shape.

They were social groups that differ not only in their actual position in society, but also in their legal place in the state. Belonging to a particular class was considered hereditary. However, this requirement was not strictly observed, in contrast to the unconditional fulfillment of caste norms. The upper classes included the nobility and clergy. Real social differentiation has never been limited to classes such as workers, peasants and the intelligentsia.

In a totalitarian state with a planned distribution economy, a real stratum-forming feature is the proximity to the distribution of funds, a deficit. In this regard, stratification consists of the following layers: nomenclature, salespeople, etc.

In order to get into the nomenklatura, that is, the elite, and receive a lifelong high status, one had to be a pioneer, a member of the Komsomol, a party, observe certain etiquette and have connections. But stratification was not only corporate-departmental, but also territorial. The "watershed" was formed between people depending on where the person lived - in the capital, a provincial city or in a village. As for the so-called "declassed" elements, vagabonds, the statistics did not take these strata into account.

The deformed stratification began to take shape after the liberalization of prices in the country. Under market conditions, the differentiation of society is inevitable, but the character that it acquired immediately after the start of reforms cannot be called anything other than threatening. On the one hand, a stratum with too high incomes has formed, on the other - an impoverished population: lumpen, unemployed. There was a sharp stratification along the material lines. The difference between the layers has reached a colossal size. At the same time, signs such as education and competence have lost their meaning. The process of stratification has acquired an ugly, largely criminal nature. Lacking start-up opportunities, honest people were cut off from business. As for the nomenklatura and ex-offenders who had start-up capital, they were in a better position. The middle class of wealthy people has never formed.

Deformed stratification has developed not only in society, but also in the army and in criminal communities (however, it has always existed here). In the army, such a stratification is called "bullying", "hazing", the essence of which is the mockery of old servicemen ("grandfathers") over the "young."

Stratification in the criminal environment, that is, the caste distinction of people and endowing them in accordance with this with strictly defined rights and obligations, is one of the main manifestations of the criminal subculture. In a youth criminal environment, it suggests:

Rigid division into “us” and “foes”, and “us” into “top and bottom”;

Social stigma: designation of belonging to the "elite" by certain symbols (nicknames, etc.);

Difficult upward mobility and facilitated downward mobility (changing statuses from lower to higher ones is difficult, and vice versa);

Justification of upward mobility - increased passing of tests or guarantee of "authority", downward mobility - violation of the "laws" of the criminal world;

The autonomy of the existence of each caste, the difficulty, even the impossibility of friendly contacts between the "lower classes" and the "elite" because of the threats of ostracism for persons from the "elite" who agreed to such contacts;

The “elite” of the criminal world has its own “laws”, value systems, taboos, privileges;

Stability of status: attempts of people from the “lower classes” to get rid of their status are severely punished, as well as attempts to use privileges in the criminal world that are not in terms of status (V.F. Pirozhkov).

The status-role structure is manifested not only in privileges, but also in appearance, especially in clothes, the manner of speaking, walking, etc.

Each stratum is characterized by a certain way of life by well-established typical forms of life of the individual and communities, in other words, habits, traditions, and stereotypes of behavior.

There are different types of lifestyle:

Healthy, which presupposes proper nutrition, adherence to hygiene standards, the presence of psychologically comfortable conditions at work and at home, playing sports, orderly rest, avoiding stress, sound sleep, and minimal alcohol consumption;

Morally healthy, corresponding to the content of the basic values \u200b\u200bof life and culture;

Closed, ascetic, suggesting constant concern for the salvation of the soul and Spartan modesty;

Bohemian, associated with a loose adherence to everyday norms of communication;

- "student", associated with carelessness and an easy attitude to life.

The list of these types can be continued for completely different reasons. The fact is that there are as many types of lifestyle as there are varieties of communities. In accordance with this, the army, urban, rural, monastic, sectarian, resort lifestyles are distinguished, as well as the lifestyle of vagabonds, invalids, "golden youth", the nomenclature, "white collars", trade workers, criminals, etc.

The structure of the way of life includes the following components: -axiological (value, normative), meaning an orientation towards observing certain rules of behavior. For example, the Soviet way of life was maintained at the expense of a blind faith in the correctness of the policy pursued, the superiority of the system, and the empowerment of power to control the fate of the country and of each person. It was on the basis of these principles that national consent was ensured. Abrupt abandonment of them led to a spiritual crisis for entire generations. In this regard, it should be emphasized once again that only convergence of values, a compromise are possible;

Behavioral, expressed in habits, stable ways of responding to various social situations;

Cognitive * associated with the content of pictures of the world, cognitive stereotypes;

Communicative, due to the inclusion of a person in the system of social ties, as well as the state of the active vocabulary of various social groups, their thesaurus, vocabulary, stylistics, jargon, professionalism, special terminology, pronunciation.

So, a certain system of socio-cultural values, priorities, preferences lies at the heart of this or that way of life; pictures of the world, understanding of the norm; social circle, interests, needs and ways to satisfy them; social stereotypes, habits.

The problem of the social lifestyle is closely related to the socio-psychological typology of people. They try to classify people for various reasons. The socio-psychological approach to the typology of people differs from the typology, based on taking into account individual differences. From the standpoint of the socio-psychological approach, the normative side of the way of life and the expectations that arise in connection with this matter; the status occupied by the person and her role behavior. As you know, a person can take a certain status only if his behavior will meet expectations. The most striking examples are the heroes of M. Bulgakov Sharikov and Shvonder. These types met the expectations of the class ideology of the so-called proletarian culture.

Lifestyle is an essential characteristic not only of individual social groups, but of entire generations. This is a temporary, concrete historical characteristic. It is no coincidence that representatives of various groups who lived at the same time are spoken of as a single community, for example, the "sixties". There is a segment of the nation's life behind this.

From a moral point of view, the way of life, which has received the name "domostroy", is of interest. It is discordant with the modern, urbanized way of life, but it is very instructive and useful. The conservative lifestyle is not the worst, as evidenced by the history of England.

There was an attempt to substantiate the existence of the Soviet way of life, which is based on collectivism, etc. There are opinions that the Soviet way of life is just another myth. You can criticize it, disagree with those sides of it that were formed in the conditions of communal apartments, hostels, villages cut off from the whole world by the roadlessness, but it is impossible to argue that there was no Soviet way of life at all, or it is impossible to endow it with only negative characteristics.

The lifestyle of specific social groups is always influenced by ethnopsychological characteristics. From this point of view, Russia is characterized not by an individual, but by a communal way of life. One cannot but reckon with this. P.A. Stolypin was the first to attempt to destroy this way of life, which is not always economically efficient.

The reforms that began in 1991 in the country have changed the content of the lifestyle of an entire generation. They gave it dynamism, new meaning. The way of life of entrepreneurial circles was formed, often not much like the way of life of Russian merchants, the charitable activities of Savva Morozov or the cultural and educational activities of S. Mamontov and P. Tretyakov. In many ways, he turned out to be criminalized, based on a criminal ethics.

A criminal lifestyle is a lifestyle of criminal communities based on a subculture. It is not universal. Each criminal group, category of offenders has its own lifestyle. Its distinctive features in some cases are conspiracy, hierarchical relationships, in others - demonstrative luxury, the cult of power.

A way of life cannot be imagined without its quality. In Russian literature, instead of this concept, the concept of "standard of living" is used. The quality of life is characterized by nutrition, health, education, housing, means of satisfying spiritual needs, durable goods, transport services, criminal security, etc. As you can see, the level and quality of life are far from the same. The standard of living records only the ratio of income and expenses, the quality of life is a subtle and sensitive integral indicator that takes into account, for example, the following signs: whether a person lives in a prestigious area or not, uses public or personal transport, eats organic or toxic food, has access to cultural property or not, etc.

Lifestyle is no less significant socio-psychological characteristic. Usually, they mean the dominant type of activity and its main features and therefore talk about the business, creative lifestyle, etc. At the same time, the lifestyle is formed from such actions and objects of property, which are interpreted as symbols of the position occupied by holiness in a particular stratification structure. In other words, it is “conspicuous consumption”. Such an understanding of the lifestyle is evidenced by the facts characterizing the numerous presentations of Russian entrepreneurs who were born, and the behavior of some representatives of the underworld.

At the same time, the lifestyle is largely associated with the cognitive sphere of a person, formed pictures of the world, stereotypes, and individual differences.

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