PROCEDURAL FORMATION OF THE NORM IN THE SYSTEM OF PUBLIC RELATIONS

Abstract

The article deals with the problem of social normality, which is actualized in the conditions of a communicative and information society. It is quite justifi ed that in modern realities, the study of the role of the norm in human behavioral strategies is the most relevant. This article is based on the assumption that the norm cannot be reduced to a set of rules of behavior as an external regulator of human activity. In the traditions of psychoanalysis and the phenomenological school, it is proposed to consider the norm in the unity of intentionality and rationality. In a comparative analysis of the conclusions of psychological and sociological sciences, it is determined that the norm is a mechanism for motivating activity. The possibility of the evolution of the norm from recognition as an external stimulus to a factor of internal action is revealed. The approaches to the norm as a form of state equilibrium of public relations are analyzed. Particular attention is paid to the state of the norm as a combination of hypothetical punishment and the degree of inner sensitivity of a person to the norm. An attempt was made to analyze the thesis about the unconditional nature of some, in particular, using the example of morality. In this regard, a critical section of modern classifi cations of normative components is given. The theoretical consequences of singling out regulation as an independent part of standards were traced. The psychic nature of social normality has been proven. It is shown that the norm can be considered as a mechanism of human changes. The importance of taking into account the norm in the processes of pleasure-without pleasure is noted.