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In the modern world, the fact that in the basis of all the «dead ends» of Russia there is only one main\nfundamental question - the question of individual and collective self-identification, which has become\ntopical in the result of the loss of axiological markers by the modern, becomes more and more obvious.\nAnd economics cannot answer this question. In connection with the mentioned, the society comes to\nunderstanding that the way out of the given situation will be found only in case the Culture becomes\nthe most important national priority of the country development.\nIt is the authors opinion that main contradiction, which interferes with the becoming of culture as a main\nfactor of the Russian State recovery, is its narrow-minded understanding by the modern politicians,\nofficials and by the main part of the country population as a sphere of leisure and entertainment, but\nnot as a historically formed self-developing and self-regulating system, which obeys objective laws,\ngenerates values, norms and traditions, being a treasurer of the nations spiritual experience, and the\nway of nations self-conscious formation.\nSpeaking about realization of the creative potential of culture, the author focus on the a separate\ntype - the type of cultural policy - in the general policy of the State, within which frames one should\nclearly differentiate a proper cultural policy and an operative management over the current culturecreative\nprocesses as two different levels of strategy and tactics of management activity.\nIn the article cultural policy is perceived as a complex of scientifically based view points and\nmeasures for provision of an exhaustive socio-cultural modernization of the society and structural\nreforms of all the system of the culture-producing institutions; as a system of new principles of\nproportioning of the state and social components in social and cultural life; as a complex of\nmeasures for provision of an anticipatory formation of scientific and educational support of these\nprinciples, for provision of a goal-oriented personnel training for competent regulation of future\nsocio-cultural processes, and what is the main - as a conscious correction of the general content\nof the native culture.\nIn the end of the article there is a realization of the defined priorities of the cultural policy\nbecomes the matter of not only a narrow, limited set of people, being professionally connected\nwith the sphere of culture, but of a wide range of specialists, being responsible for public\nmanagement of socio-economical and socio-political processes. The process of realization must\nhave a regulating influence on mass media activity, publicity, and industry of leisure and show\nbusiness, which now become sectors of the economical process, using the cultural product as\na means of financial profit deriving. Stating of a new paradigm and imperatives of the modern\ncultural policy, contributing to departmental closeness overcoming, can and must influence the\nlife of the Russian society.
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