Scientific section. Sociology

The article reviews life quality conceptual role of society state research. During the second half of the XX century “life quality” evolved from a vague, unformed scientific expression to a scientific concept, which was later included in many theories. For most of this period, the development of this category was considered mainly in Western science. In the USSR, the term “lifestyle” became very popular. A large number of investigations were devoted to the working class way of life, the work team, etc.

The article analyzes the process of transformation of the social sphere in Russia. The goals of the study are: the analysis of topical images in the process of everyday life new culture formation; the comparative analysis of everyday life culture images in connection with consumer society formation in comparison with the post-Soviet period social images. The purpose of the research is to characterize everyday life culture images transformation process on the basis of attracting and analyzing a number of modern investigations in the field of sociology.

The article provides a detailed analysis of the main approaches to periodization of senior age consumers’ cohorts. The definitions of «senior consumers» and «senior age cohorts» are given. Particular attention is paid to the approaches to segmentation of «senior consumers». The concepts of «new senior consumers» as a special socio-demographic group possessing specific values and consumer behavior are identified. The paper proposes to single out the concept of «generation» for the operationalization of senior age consumers’ cohorts.

The article is devoted to the analysis of citizens’ social and political activity. The motivational specifics of this kind of social and political activity is shown by the example of the responses of the “Russian March” participants in Saratov. Socio-demographic criteria as the factors determining the behavior of active representatives of the protest movement are considered and shown. Cross-statistical analysis allowed to present the portraits of typical participants of the “March” and its activists.