CC BY
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КОСТИН ПЕТР АЛЕКСЕЕВИЧ - старший преподаватель кафедры истории и философии Российского экономического университета имени Г.В. Плеханова (pkostin5@mail.ru).
KOSTIN, PETR A. - senior lecturer, Department of history and philosophy, Plekhanov Russian University.
УДК 009 DOI: 10.24412/2411-2275-2021-2-249-252
БУЗСКАЯ О.М.
ФИЛОСОФИЯ ЭКОНОМИКИ ВПЕЧАТЛЕНИЙ И ЕЕ ПОТЕНЦИАЛ В ПРОЕКТИРОВАНИИ НООСФЕРНОГО ГОРОДА
Ключевые слова: философия экономики впечатлений, ноосфера, ценности, город, субъект, цифровая трансформация, культура, мировоззрение, человек.
В современных социокультурных условиях все более востребованным становится существенное обновление философской концепции современного города, как субъекта самосознания и культуры. Обоснована конструктивность идеи ноосферного города как альтернативы традиционной концепции функциональности, заданной на основе развития технологий и цифро-информационной культуры. Философия экономики впечатлений, ее категориальный аппарат, стратегические линии развития, инструменты и приложения рассмотрены как методологическая основа формирования ноосферного города. В модели ноосферного города, в контексте экономики впечатлений, показан характер информационно-коммуникативных, аксиологических, этических, эстетических связей и раскрыты их специфика и функции.
BUZSKAYA, O.M.
THE PHILOSOPHY OF THE EXPERIENCE ECONOMY AND ITS POTENTIAL IN DESIGNING A NOOSPHERE CITY
Key words: philosophy of the experience economy, noosphere, values, city, subject, digital transformation, culture, worldview, person.
In modern socio-cultural conditions, a significant update of the philosophical concept of the modern city as a subject of self-consciousness and culture is becoming more and more popular. The constructiveness of the idea of a noospheric city as an alternative to the traditional concept of functionality, set on the basis of the development of technology and digital-information culture, is justified. The philosophy of the impression economy, its categorical apparatus, strategic lines of development, tools and applications are considered as a methodological basis for the formation of a noospheric city. The model of the noospheric city in the context of the impression economy shows the nature of information and communication, axiological, ethical, and aesthetic connections and reveals their specifics and functions.
One of the tasks of philosophy and social and humanitarian knowledge in general is to reflect on the model of the cities of the future. In contrast to urban studies and related areas of analysis and sciences, in which the priority models primarily focus on the latest technologies and practices associated with innovative digital tools, philosophy raises a much wider range of ideological and methodological issues. They concretize the fact that the city, as a center of social, economic, cultural and innovative capital, assumes its human-dimensional development on a modern basis that meets the traditions of the past and the goals of the future desired by the regional subject itself. [1].
Hence, the question becomes relevant: what can a city be in the future of its development? Obviously, the answers to this question will depend on the worldview, interests and appropriate approaches to this problem. One of the most popular today is the "from the real" approach, when the
forecast is based on the position of the present. At the same time, the trends that are indicated from the current state are analyzed. However, there is another approach - from the perspective of the future, when the question is initially posed differently: what do we want to see the city? Which of its texts and contexts should be more pronounced? [2]. What should be in its content? What values does the city broadcast? This approach is qualitatively different from the previous one in its goal-setting strategies and orientations on the subject-the residents of the city, rather than on the uncertainty and riskiness of the future itself. [3].
Talking about the determining factors that affect the essence of the city and its development, of course, it should be emphasized that one of the leading ones is the rapid technologization and digitalization. Technology does have a powerful impact on the city's infrastructure, social and cultural development trends, and capitalization. [4] However, let's not forget that technology itself does not determine the essence of the city. The exceptions are Silicon and Silicon Valleys and technology parks around the world, which are specifically designed to improve the technosphere and its innovative potential. But they make up a tiny fraction compared to the total number of cities that also seek their self-determination in the modern world. Technologies are tools that shape reality, but are not its core. The essence is laid down by a value-worldview concept, which is supported by economic and cultural potential.
Today, the philosophical concept of the city, in our opinion, especially involves a combination of traditional and modern directions of cultural, technological and economic development. This means that there is a demand for:
• Take into account the tasks that are set for the community of the city - its residents.
• To form this community, to become a space of association and cooperation.
• Provide meaningful life guidelines and maintain a value context through culture, education, economy, and communication in general.
Be a link between the key areas of public life: economy, culture, ecology, politics.
However, returning to the present time and the determining factor of the transformation of the socio-cultural environment, let us clarify: what is the development of technologies and the formation of a global digital environment already leading to? Modern realities show the following:
• In the wake of automation, many professions associated with algorithmic process tasks are disappearing: lower-level economists, operators, some bank employees, and others.
At the same time, there is no void in the labor market: new jobs appear, especially those related to Internet promotion, IT, and creative technologies.
• Online is becoming more widespread and accessible: for example, accessible online education, where thousands of participants from all over the world can take the course, listening to a speaker from anywhere in the world; an increase in the share of freelancers in the labor market; collective personal and work meetings are moving online (which, of course, was also facilitated by the pandemic of 2020-2021), etc.
• Offline becomes the privilege of the elite. Better education, quality events, and communities are all becoming less accessible, but more elitist.
• The economy of goods and services is being transformed into the economy of impressions
Emotions become the new "currency".
Let's take a closer look at the last two aspects and consider what the experience economy is and how its tools and technologies can be useful for the formation and development of the concept of a noosphere city.
The experience economy describes a new model of consumption, which, as a number of prominent experts today recognize, is the future. Its essence lies in the fact that the global transition from the model of consumption of goods and services to the consumption of impressions associated with them has been identified and is progressing. [5] " According to research, regardless of inflation and political cycles, people tend to reduce consumption in order to spend money on impressions." [6] At the same time, the consumer value of goods and services themselves decreases, and the emotions and experiences that the audience receives when interacting with them become more significant. Emotions become the new "currency".
The concept of the experience economy itself was developed by American researchers Joseph B. Pine and James Gilmore back in 1999, and it was also followed by a number of articles on this topic, but there was no philosophical and ideological understanding of this model, although in practice the model
itself began to be rapidly implemented in practice not only in the United States, but around the world, including, of course, Russia.
Impressions themselves, as a key resource of this new model of consumption, can be viewed at various levels. We have identified the following ones:
1. Household
2. Entertainment
3. Aesthetic
4. Cognitive
5. Value-based approach
Impressions at the household level relate to everyday activities and are related to their experiences. The entertainment level and all the subsequent ones already belong to the field of creating impressions, when each of them can be defined, created and directed, creating positive or, on the contrary, negative reactions and emotions. In other words, at these levels, the impression can be controlled. At the domestic level, of course, the setting of impressions is also used, but often these are more spontaneous activities.
In order to form a certain impression, the design tools are used not so much for space as for time. In other words, the experience economy is concerned with designing the time of the subjects-customers / viewers / citizens.
Moreover, the competition itself is now moving from purely economic benefits to cultural and semantic ones related to aesthetics, cognitive benefits and values, which will be discussed later. Within the experience economy, time becomes the main resource of today's and tomorrow's competition. It is the quality of time design that determines the sustainability and viability in the future. The same principle certainly applies to the design of a new type of city. At the same time, traditional economic forms and mechanisms, of course, do not disappear. It's more about shifting accents.
The impression economy model, in our opinion, has a powerful potential for self-determination of the city today. Already today, this model is becoming a certain technology for the regeneration and recreation of the city. Applied in a competent way, it creates the centers of attraction of cities, under which impressions even transform the current economic reality. For example, the model of the experience economy was successfully applied in Manchester, when the "Home" cultural complex was built on the site of an industrial disadvantaged area, consisting of theaters, cinemas, modern art galleries and food businesses. When the complex was first created, the founders set, as they believed, an unreasonably high plan of 550 thousand visits per year. However, only in the first year the center attracted more than 1 million visitors, and in the second year more than 2 million. [7] At the same time, the population of the whole of Manchester is less than 500 thousand people today.
Another successful example of the application of the experience economy is the project of Merlin Entertainment - the theatricalization of Warwick Castle, located in the city of the same name. Unlike the standard set of experiences that is provided in most castles in the UK and Europe, Warwick Castle and its grounds have become a center of attraction for people not only from all parts of the UK, but also around the world. Thanks to the special props throughout the castle, the staff-actors, the most loyal staff, special thematic attractions for all ages in accordance with the specifics of the castle, it acquires the status of a permanent festival that changes the scenery depending on the holiday, theme or special event. A visit to the castle becomes a real festive event for the whole family or an individual visit, no matter what time of year you come there. The project not only preserves the history, but also supports the future.
Russia also has many good examples of a new economic proposal based on impressions. One of them is the project "Revived Paintings", an interactive exhibition at the Pushkin Museum-Reserve in Bolshye Vyazemy in the Moscow Region. It includes installations with historical figures who once visited the estate. Canvases can move, react to visitors, and tell small stories. You can, for example, talk to Alexander Pushkin, see Paul I, who tells stories, or see several scenes from the life of the palace. [8]
Other examples are the restored theater hall on the territory of the Oranienbaum Palace (Leningrad region), which includes historical theatrical sound effects of the late XVIII century and modern video mapping, thanks to which the flat scenery becomes three-dimensional in front of the viewer thanks to light effects and creates the effect of immersion in the era, causing incredible respect for those who brought the idea of the project to life.
Returning to the philosophical and ideological concept of the noosphere city in the context of the experience economy, we will focus in more detail on the value level of impressions. It is the values that
lay the foundation on which the social, economic and cultural potential will be realized. [9] And today, from our point of view, it is necessary to clearly define that it is high cultural, and not domestic or exclusively economic values and goals that will underlie the new type of cities.
We propose five key aspects that can determine the value level of the philosophical concept of the noosphere city:
Ethical, meaning the inclusion of the main categories of ethics in the essence of the modern city and its community: good, honor, dignity, conscience, responsibility.
• Communicative, through which social potential is realized and key values are translated. The communicative space today especially assumes solidarity, openness, and environmental friendliness.
Patriotic: pride in belonging to the history and culture of the city and the country, the desire to improve and develop them through their activities and creativity.
• Aesthetic: synthesis of classical and universal aesthetic forms and symbols through modern perception.
• Universal: the connection of man, society, nature, and the cosmos. This is the most universal aspect that defines, in fact, the noospheric essence of the city and which is realized through all of the above.
But the value level, we recall, is not a single dimension of the model. It can be embodied and create new experiences and feelings only in close connection with the other levels, creating a unity of concept, theme and key elements: entertainment, cognitive, aesthetic and value.
Thus, a noospheric city, which is based on high standards of impressions and values, can become an alternative to a strictly functional system-technological space. [10]. This involves the implementation of a model based on fundamental norms, and which is supported by both current traditional and the latest technologies and tools. It is such a city that can show the scale and potential of culture and society in the context of the present and the future.
References and Sources
1. Barkova E.V. Ecophilosophy as a world relation and methodology of designing a noospheric city // Pravo i praktika. 2019. No. 3. pp. 212-219.
2. Jane Jacobs. Death and life of large American cities. - Moscow: New Publishing House, 2011. - 460 p.
3. Gail Yan Cities for people. - Moscow: Krost, 2012. - 276 p.
4. Human ecology and problems of digitalization of the modern world: A collection of articles based on the results of the All-Russian Scientific Conference. Moscow, 2020. -136 p.
5. Pyne J. The Economy of impressions: How to turn a purchase into an exciting action / B. Joseph Pine II, James H. Gilmore. M.: Intellectual Literature, 2020. 384 p.
6. What you need to know about the "economy of impressions" / / Masters [Electronic resource] URL: https://mastera.academy/fakty-ob-ekonomike-vpechatlenij/ (accessed: 03.06.2021).
7. Simon Usborne. Just do it: the experience economy and how we turned our backs on 'stuff // The Guardian. 13 May, 2017. [Electronic resource] URL: https://www.theguardian.com/business/2017/may/13/just-do-it-the-experience-economy-and-how-we-turned-our-backs-on-stuff
8. Cultural news. Broadcast from 28.08.2019 (19: 30). Interactive exhibition opened in the Pushkin Museum-Reserve in Bolshye Vyazemy [Electronic resource] URL: https://player.vgtrk.com/iframe/video/id/1936662/start_zoom/true/showZoomBtn/ false/sid/kultura
9. Barkova E.V. Ekorationality in the development of the integrity of being. - M.-Volgograd: Publishing house of the Volga. 2020. -130 p.
10. Buzskaya O. M. The worldview potential of content technologies in the promotion of the ecophilosophical picture of the world / / Pravo i praktika. 2019. No. 3. pp. 242-246.
БУЗСКАЯ ОЛЬГА МАРАТОВНА - кандидат философских наук, старший преподаватель, кафедра истории и философии Российского экономического университета имени Г.В. Плеханова
BUZSKAYA, OLGA M. - Ph.D. in Philosophy, Senior Teacher, Department of History and Philosophy, Plekhanov Russian University of Economics (olga.buzskaya@yandex.ru).
УДК 009 DOI: 10.24412/2411-2275-2021-2-252-257
ГУЗЕВ М.М.
НООСФЕРНЫЙ ГОРОД: ПРОЕКТЫ И ПРОЖЕКТЫ
Ключевые слова: глобальные изменения, ноосферное общество, ноосферный город, проектирование будущего, прожекты.
Глобализация носит системный, но внутренне противоречивый характер. Ответом на новые вызовы является формирование ноосферного общества с ноосферными городами, что позволит перейти к человекосберегающей и природосберегающей модели устойчивого развития.
GUZEV, M.M. A NOOSPHERIC CITY: A PROJECTS AND PROJECTS
