Some items of restoration of the upbringing function in Russian higher school (marketing approach to geopolitical socializing of students). Part 1

https://doi.org/10.20339/AM.04-18.079

V.I. Cherenkov is Dr. Sci. (World Economy & Marketing), professor of Marketing Dept. at Graduate School of Management of Saint-Petersburg University e-mail: cherenkov@gsom.pu.ru  ; N.I. Cherenkova is PhD (Philology), head of English Dept. at Saint-Petersburg State University of Economics e-mail: cherenkovanat51@gmail.com

This present paper highlights the item being the most important for any nation — upbringing students that are understood as upcoming protagonists of the said nation. The dominant impact of the Internet discourse on upbringing students is noted. The Kotlerian concept of megamarketing — well-known in international marketing discipline – is transplanted into the subject domain of political marketing and presented in form of “TNC megamarketing” concept herein. The opportunities and tools of megamarkiting to modify national cultural codes, perceptions of political events/behaviors are described. A special role of geopolitical socializing students under total globalization is emphasized. Main generation characteristics of contemporary students and results of testing their residual knowledge in the field of Russian culture are given. The concept of Eurasianism is rated as a preferable vector of geopolitical socialization in contemporary Russia. Appropriateness and value of pedagogical experiences acquired in the Russian higher school is noted. Channels of transferring the university upbringing content are systemized. Some problems of restoration in effective functioning of the said channels under consuming society conditions are considered. A special role of Internet discourse for upbringing students and modifying national cultural codes as a whole is defined.

Key words: concept of Eurasianism, generation Z, geopolitical socialization, Internet discourse, national cultural code, socio-cultural entropy, TNC megamarketing, upbringing students

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