Conflict and consensus
Milyukova A.G. —
Social conflicts around allocation of the provocative advertising (regional aspect)
// Sociodynamics. – 2017. – ¹ 9.
– P. 123 - 134.
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The subject of this work is the regional conflicts around the allocation of controversial (provocative, outrageous, shocking) advertising. The legal and communicative aspect of the provocative advertising are being examined. The author analyzes the structure of conflicts (subject, object, environment, positions, interests, resources of the parties), their dynamics (characteristic of the conflict stages, explanatory models, incident, escalation, cost of continuation/ending of a conflict), functions, methods of conflict management or resolution (participants’ behavioral strategies and tactics, solution methods, role of government structures). Methodology of the research is based on the structural-dynamic analysis of conflict situations. According to the author’s data, the conflictological analysis of the cases of allocation of advertising structures in the Russian regions has not been previously conducted, which justifies the scientific novelty of the article. The aforementioned conflicts are distinguished by the institutionalized character, anonymous character one of the parties of a conflict, official character of the conflict communication, significant role of government in resolving the conflicts, subject-object model of relationship between the participants. The information motives are initiated by either the state representatives or political/social organizations. Despite the fact that the majority of disputes concern the small businesses, the business representatives do not form an agenda on this matter.
Keywords: Incident, Protest campaign, Mass protest, Inappropriate advertising , Abusive advertising, Outrageous advertising, Shocking advertising, Provoking advertising, Advertising, Social conflict
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