About the Influence of Communication on Selection of the Marketing Concept
In the USSR, ideology was the foundation on which the cultural dimension of the Soviet society was built ? the nature of activity of educational, cultural and art institutions was regulated by the state. Those institutions were the mediators of the Soviet ideology, which determined specific features of communication in those dominions, with education at the core of it. In the process of transition from the administrative command system to a market economy the role of the educational component was reduced on the background of the growth in significance of consumers' opinion. Such shift drastically affected the communication policy and specific features of communication: instead of the commonly used official “You” (the Russian polite second person plural form “вы” used to address strangers, older people, officials, and anyone you are interacting with in formal settings), the emerging business environment eagerly adopted informal “you” (the Russian second person singular form “ты”). People have been actively engaged in research processes which result in designing of development strategies for territorial entities, educational programs, internet and mass media content, and TV and radio “broadcasting networks”. Today the cultural level of the Russian society is heavily influenced by both the state and private sector in the person of residents and non-residents of the territorial entities. Many institutions and companies operating in the field of education, culture, art, and mass media have become private-owned, and their survival is preconditioned by rendering fee-based and advertising services. When ads first appeared, they were deemed some kind of a tool used to broaden horizons for the population. However, this is true only if the national economy undergoes “breakthrough” development in multiple sectors and if the living standards are rising. Opposite trends create conditions in which ads become a tool of imposing some specific opinion on people. Since the developing economy was mixed marketing issues became differentiated, which preconditioned prioritizing of sales marketing concepts and selection of respective communication strategies by market players. A paradox has emerged: In the administrative command economic model the attitude of mass media towards their audience was respectful, while in the free marketing economy that attitude is more often than not correlated with command methods used in modern communication.