To the question of the ideas about the Russian national character among modern

• Konopleva N.A.

  Doctor of Culturology, Proffessor of the Department of Design and Technology
  Vladivostok State University of Economics and Service
  Vladivostok. Russia

• Ph.D., Associate Proffessor of the Department of Design and Technology
  Vladivostok State University of Economics and Service
  Vladivostok. Russia

The article presents the dynamics of ideas about the Russian national character, from the ones that were historically formed in scientific studies and observations to the contemporary ideas about the image of the Russian character among young people. One of the main characteristics of the modern social environment has become market. An important consequence of the market transformation of the Russian society in recent years has become not only an increase of service sphere contribution to its economics, but also a change in the socio-cultural typology of a modern person. Under the influence of transformational social and economic processes in Russian culture, a person has been changing, as well as his social image. As a result, the marketing system in the sphere of modern commercial service should be based not only on the market research, advertising, promotion of goods and services, but, first of all, on the understanding of a person, the peculiarities of his socio-cultural image. Regarding all this, the research,  presented in this work, aimed at a comparative analysis of the historically developed image of the Russian person and the ideas about him among modern youth is urgent.

Keywords: personality, individual, person, national character, image, sociocultural type.