YD.K 316.

7
55K 32.973.26
n 68

Pel\eH3eHTbl: Ka3ap1-1Hosa H.B.,

KaH,0.1-1,0.aT cjmnoco¢cK1-1x HayK, .O.OL\eHT
CrnpL1es K.I.,
YneH Col03a ,o.1-13al'1Hepos Pocc1-11-1, YneH Col03a xy ,o.o>KHV1KOB Pocc1-11-1

V13,o.aH1-1e ocyu.\eCTsneHo np1-1 no.o..o.ep>KKe

ranepe1-1 cospeMeHHoro 1-1cKyccTsa Anna Nova .

/\oAa r.H.
D,1-13all1H-Ko,o.: KynbTypa Kpearnsa. - Cn6.: «3nMOP• , 2011. - 140 c.

ISBN 5-7399-0164-2

B MOHorpocj>1o11o1 A\.130C1H poCCMOTplo1BOeTOI KOK KOMMYH\.1KOT\.1BHO~ npOKT\.1KO KOHCTpy1o1poso-

H\.1~ C\.1 TY O U \.1\.1 sneYOTneH\.1~ . ABTOp C KO~ MeTOAOnorn~ A\.130C1H - KOAO HOppOT \.1BHO r o KOKOHO,
po3po6oTOHHO~ B HeonporMOT\.1CTCKOC1 TPOA\.11..l\.1"1, pocKpblBOeT npouecc C03AOH\.1~ KOMMY-
H\.1KOT\.1BHOro pecypco A"130C1H-npoAyKTO. OcHOBHOe BH\.1MOH1o1e yAeneHo KOHuemyon1o1Jou1o11o1

Kpeornao B A"130C1HepCKOC1 npOKT"1Ke . ABTOP TOK:>Ke onpeAen~eT 6030Bble nopoMeTpbl KOM-

MYH"1KOT\.1BHOC1 KOMneTeHTHOCT\.1 A"130C1Hepo.

KH1o1ro OApecosoHo A"130C1HepoM, cneu1o1on1o1cTOM no KOMMyH1o1Kou1o1~M, 1o1ccneAOBOTen~M

"1 BCeM "1HTepecyl0~"1MC~ KpeOT\.1BHblM"1 npOKT"1KOM"1.

ISBN 5-7399-0164-2 © r.H . /\oAa , 2011

© o.VI. 0Aei:1HV1KOB ,
AV13ai:1H V1 sepCTKa, 2011
© H.o. XBOCTOBa ,
XYAO>KeCTBeHHOe

OcPOPMA8HV18 , 2011
 7

OT ABTOPA

«PE'-IE, 11 5b/WA, noBEflE, 11 C03,D,AWAOI ... »

cnOBO V1 BOn5l ECTb TO, B YEM YTBEP>KDAETC5l DV13Ali1HEP: BOn5l PEAnV13Y-

ETC5l B nOIVlKE, A norV1KY noBEP5llOT cnoBA. co cnoBA B D,V13Ali1HE BCE
HAYV1HAETC5l V1 V1M >KE 3AKAHYV1BAETC5l. D,V13Ali1HEPCKV11i1 nPOD,YKT - 3TO
nocnAHV1E, V1 ECnV1 «J1CTOPUJ1 CllY'-fAJOTCfl c TEMU, KTO 3HAET, KAK ux PAC-
CKA3b/BATb» (rEHPV1 D,>KElilMC) , TO D,V13Ali1HEPCKV1E V1D,EV1 V1 PEWEHV15l TO>KE
nPV1XOD,5lT K TEM, KTO 3HAET, KAK V1X PACCKA3blBA Tb.

nocne V13AOHV151 MOHOrpo¢V1V1 « ,0,V130t71H: OnblT MeTO¢V13V14eCKOt71 TpOHCKpV1nL.-IV1V1 »

y MeH51 6blfl0 B03MO>KHOCTb B Te4eHV1e AeC51TV1 JleT nposep51Tb HO npOKTV1Ke

>KV13Hecnoco6HOCTb csoel71 Teopvivi . OnblT noK030fl npviKflOAHOl71 xopoKTep OT-

sne4eHHblX nono>K eHvil71, AO fl V1Mny llbC K TpoHc¢opMOL.-IV1V1 AV130l71H-¢vinoco¢vivi

B AV130t71H-MeTOAOflOrV1IO vi, B KOHe4HOM C4eTe, no3sonvin nepesecTV1 ¢vino-

co¢cKvie MOHV1¢ecTOL.-IV1V1 HO 513~K V1HCTPYKL.-IV1171 .

npeAMeT OCTOJlC51 TOT >Ke - OHOJlV1TV1KO AV130t71HO, HO He AV130t71HO KOK TOKOBOro,

0 AV130171HepCKOt71 npOKTV1KV1 c OKL-1eHTOM HO npV1KflOAHYIO MeTOAOflOrV1IO V1 TeXHOflOrV1V1 .

0THOWeHV1e K Teopvivi CTOJlO HOCV1Tb V1HCTpyMeHTOflbHbll71 xopOKTep: TeopeTV14eCKV1e

noCblflKV1 OL-1eHV1BOflV1Cb no TOMY, HOCKOflbKO OHV1 npvirOAHbl vi 3¢¢eKTV1BHbl Afl51 co3-

AOHV151 npeAn04TV1TeflbHblX CV1TYOL.-IV1171 Ael71CTBV151 . 0A HOKO CTpeMJleHV1e MOKCV1MOJlbHO

peOJlV130BOTb nporMOTV1CTCKV1171 HOCTpol71 V1 yAep>KOTbC51 B >KOHpe npoKTV14eCKOro no-

co6V151 He npviwno s npornsope4vie c ¢vinoco¢cKV1M noAXOAOM K TeMe. HecMoTp51

HO npoKTV14ecKy10 HonposneHHOCTb, B ¢oKyce OK030flV1Cb He TexHonornvi, o noHV1MO-

Hvie AV130t71HepoM csoero Aeno vi coMoro ce651 .

rfl0BHOl71 CTOJlO TeMO KYllbTYPbl KpeaTHBO B AV130171HepCKOl71 npoKrnKe I vi6o TOflb-

KO HO 6o3e onpeAefleHHblX ¢YHAOMeHTOJlbHblX ycTOHOBOK B03MO>KHO 3¢¢eKTV1BHOe

vicnonb30BOHV1e KOKvix 6b1 TO HV1 6b1no TexHonornl71. CoAep>t<oHvie 3TV1X ycTOHOBOK

8 ,D,V13A~H-KO,IJ, : KYJlb TYPA KPEA TV1BA

onpeAefl51eTC51 cneu111¢1t1KOC1 AV130C1HepcKOC1 npOKTV1KV1, KOTOp051, B MOeM nOHV1MOHV1V1,

eCTb cnoco6 npeoAoneHV151 AV1CTOHUV1V1 Me'>KAY MeT0¢1t13V1KOC1 DblTV151 111 HeyCTpOHV1MOC1

6yAHV1YHOC1 Heo6xoAV1MOCTblO 6b1ToBOHV15I . B M1t1pe roTOBblX ¢opM AV130C1H OTKpb1Bo -

eT MecTo co6b1T1t110, no3son5leT 06pecT111 onb1T, CTPYKTyp111posOTb ero 111 Bb1ps0Tbc.s:1

xoT51 6b1 Ho MV1r 1113 OAO seYHoro nosTopeHV151. ,D,11130C1H yAosneTBop51eT noTpe6HoCTb

He B « KpOCV1BblX » V1 «none3HblX » BeLl..(OX, 0 B Oll..IYL1..1eHV1V1 ce651 '>KV1BblM B cpeAe, V1CKJllOYV1-

TeJlbHO 3oopraH1t130BOHHOC1, CTOHAOPTV130BOHHOC1 111 pocY111cneHHoC1 . Bo3MO'>KHO, TOKOC1

no¢oc noKO'>KeTC51 CTpOHHblM B po3rosope 0 AV130C1He - npOKTV1Ke, OYeBV1AHblM o6-

p030M np1t1HOAfle'>KOL1..1eC1 M1t1py nosceAHeBHOCTV1. Ho, ecn111 sep1t1Tb s TO, YTO «Kpo-

COTO cnoceT MV1p » ( o 51 s 3TO sep10), To 1t1MeHHO AV130C1H c ero V1HCTpyMeHTOflbHblM

OTHOWeHV!eM K npeKpOCHOMY cnoco6eH npOllO'>KV1Tb nyTb K cnoceHVllO.

B MoeM noHV1MOHV1V1 AV130C1H - 3TO KOMMYHV1KOTV1BH051 npoKTV1KO, npOAYKTOM KO-

TopoC1 51Bfl51eTC51 nocnoH111e, sonnoLl..(eHHoe s o6beKTe, o uenblO - npo1113seAeH111e sne-

YOTneHV151 y nOflb30BOTefl51 ( « nOTpe61t1Tellb » 3BYYV1T HeKoppeKTHO: 3K3V1CTeHUV10flbHYIO

ueHHOCTb Heflb351 « noTpe6Jl51Tb » - ee MO'>KHO KYllbTV1B1t1posoTb s o6po3e '>KV13HV1). Ecn111

TOK nOAXOAV1Tb K AV130C1Hy I OCHOBHblM OKO'>K.eTC51 sonpoc - KOKV1M o6po30M C03-

AOeTC51 npOAYKT, cnoco6HblC1 npOV13BeCTV1 sneYOTJleHV1e . '-ho6bl OTBeTV1Tb HO Hero,

51 BBeflO nOH51TV1e HappaTHBHO r o KO KO HO I n03BOJl51IOLl..(ee npocneAV1Tb npouecc KOH-

CTpy1t1pOBOHV15I KOMMYHV1KOTV1BHoro pecypco AV130C1H-npoAyKTO . MeTOAonor11151 TOKO-

ro KOHCTpy1t1pOBOHV15I, H03BOHH051 MHOIO AH 3 0HH - KOAOM HappaTHBHOro KO KOHa, AOeT

B03MO'>KHOCTb KOHuenTyOflV13V1pOBOTb AV130C1HepCKV1C1 KpeOTV1B HO scex 3TOnox: po3-

po6oTKV1 30MblCflO, BV1AeHV151 o6p030, BOnflOLl..(eHV151 ero B o6beKTe V1 npeACTOBfleHV151

s KOMMYHV1KOTV1BHOM npocTpOHCTBe.

npeAflarOeM051 MHOC1 MeTOAOflOrV151 OCHOBOHO HO onpeAefleHHblX cnoco6ox po6o-

Tbl co cnosoM. PoccK03blB051 HeK0Topb1M o6po30M ce6e 111/111n111 Apyr111M o TOM, KOK

OH AYMOeT 111 YTO AenoeT, AV130C1Hep pewoeT cpo3y HeCKOflbKO 30AOY: so-nepsb1x,

cTpyKTyp111pyeT csoC1 30Mb1cen, s o-sTopb1x, OKTV1B1t1pyeT KpeoTV1B, B-TpeTbV1X, 06ocHo-

Bb1soeT CBOV1 KpeOTV1BHble peweHV151 . noc!leAHeMy OCneKTy AV130C1HepCKOC1 npOKTV1KV1

yAefleHO oco6oe BHV1MOHV1e, nocKOJlbKY KOMMYHHKOTHBHOSI KOMneTeHT H OCTb He npo-

CTO o6nerYoeT npo¢ecc1110HOflbHY10 Ae51TeflbHOCTb, o no3BOfl51eT Bbl'>KV1Tb s npo¢ecc111111.

HoppornBHb1C1 KOKOH cny'>K1t1T AV130C1Hepy V1HCTpyMeHTOM KOHuemyon1113ou111111 Kpe-

ornso, HO Jll06oC1 V1HCTpyMeHT AeC1cTBeHeH TOJlbKO Afl51 «C eepoi1 K HeMy npHTeKOIO-

LL/HX», no3TOMY 30KfllOYV1TeflbHOC1 cTono TeMo <i>YHAOMeHTOllbHblX ycTOHOBOK, o¢opM-

neHH051 B '>KOHpe nCV1XOTeponeBTV1YeCKoro HOCTOBJleHV151.

 OT A BTOPA 9

T eopen14ecKyt0 poMKY AOHHoro 111ccneAOBOHll15I cocToB111no HeonparMaTHCTCKasi

napOAHrMO COU.1110nbHOro 3HOHll151 c np111cyw,111M eilt npoKTll1KO-op111eHrnpoBOHHblM nOA-
XOAOM K KOMMyH111Kou.111111. KH111rn o A11130C1He 51 co3HOTenbHO ocToB111no Ho 3To Bpe-

M51 B CTOpOHe, u.eHHOCTb npeACTOBn51nll1 TOnbKO 111HTepBblO c A11130il1HepoMll1, B TOM

4111cne Te, KOTOpb1e 51 6pono, 6yAy4111 OBTopoM OAHOro 1113 >1<ypHonoB. MHe He xo-

Tenocb OTBneKOTbC51 HO noneM111Ky 111n111 nOll1CK « 060CHOBOH111ilt » co6cTBeHHblX B3rn51-

AOB, noCKOnbKY u.enb 6b1no cyry6o npOKTll14eCKOC1 - npeAnO>Kll1Tb 111HCTpyMeHTOnb-

HYIO Bepc11110 A11130iltH-MeT0Aonorn111.

D,onycK010, 4TO TeKCT KOMy-To noKo>KeTC51 cno>KHblM. Mo>KHO 6b1no 6b1 CK030Tb,

4TO 3TO KHll1ra An51 All130il1HepoB-111HTenneKTYOnOB, HO B MOeM nOHll1MOHll1111111 A11130C1Hep

Beer AO 111HTenneKTyon, nocKonbKY no onpeAeneH111t0 - KoHu.enTyon111cT : Kor AO po3ro-

Bop111BoeT c 30K034111KOM, OH KOHL..J,enTyon1113111pyeT ero >KenOHll151, KOrAO po3po60Tbl-

BOeT KOHL..J,enu.11110 - KOHL..J,emyon1113111pyeT o6po3 6yAyw,ero npOAYKTO, 111 AO>Ke KOr-

AO np111cTynoeT K peonll130U.111111 CBOeilt KOHL..J,enu.111111, OH KOHL..J,enTyon1113111pyeT TO, KOK OH

3To AenoeT. KoHu.enTyon1113ou.11151 cB0111x Mb1cneilt 111 4YBCTB - 30XBOTblBOt0w,ee 30H51-

rne, 111 An51 A11130C1Hepo oco6oe YAOBOnbCTB111e 4YBCTBOBOTb nornKy B nopb1Box, ow,y-

W,OTb OCMblCneHHOCTb CBOero Aeil1CTBll151 B KO>KAOilt ero T04Ke.

Ho3H04eH111e 3TOC1 KHll1ril1 - noM04b All130C1Hepy . Lfro-To 6yAeT Y3HOBOTbC51 no np111H-

u.111ny - «MHoro pa3 ,£1enan, HO He 3H0/7, KOK 3TO H03btsaerc.H» , 4TO-TO 6yAeT nOACK03-

Koilt - «MHOro pa3 3TO ,Lle/70/7, HO He 3H0/7, L/TO MO>KHO C,Lle/lOTb TOKJ1M cnoco6oM» I

4TO-To CTOHeT yTeweH111eM - «OK03btsaerc.H, 3TO He MO.ff BHHO» . He 111cKnt040IO 111 B03-

MO>KHOCTb OTKpb1Tll151 Toro, 4TO pOHbWe «He 3H0/7 J1 ,L/O>Ke He ,LiYM0/7, a CTOJ1/70 6bt . . . ».

nnoTOH CK030n: «Mbt YHOCJ1M B A11,L1 TO/lbKO BOCnJ1TOHJ1e J1 o6pa3 >KJ13HJ1». ToT OnblT

Mb1Cnll1 111 4YBCTB, KOTOpblilt np11106peTOeTC5I B Te4eH111e >K1113Hll1, A06bl He pocce51TbC51

B xooce, AOn>KeH 6b1Tb 30KpenneH B <PopMox >Kll13Hll1 : 1113 nonon3HOBeH111C1 111 CMYTHblX

ycTpeMneH111C1 CTOTb OCMblCneHHOilt np111Bbl4KOC1, npOAYMOHHblM yKnOAOM, no KOTO-

pblM TOnbKO 111 MO>KHO CYA111Tb, K 4eMy 4enoBeK np111wen, 4TO Aeil1cTB111TenbHO np11106-

pen. D,11130il1Hep cnoco6eH nOM04b B 3TOM HenerKOM Aene >Kll13HeycTpOeHll151, HO TOnbKO

B TOM cny4oe, ecn111 B OCHOBe ero TeXHOnornilt 6yAeT ne>KOTb KY/lbrypa nOMb/C/708 111 KOK

ee cneACTB111e - K}'nbrypa Kpearnsa.

 ,1

••
....
i

• ,

• .,
...
.. I

' • --
'. ·.

••
 11

e:s:
a._

"'
±.
•:S:
<(

"'
:s:
C[

DJ13A~H: KOHCTPYV1POBAHV1E V1 I V1nV1 nPOV13BE,D,EHV1E A YPbl

1. onPEJJ.EJlEHV1E JJ.V13Ail1HA
s
I
<(
c:::
u
2. 3AKOH «HEJJ,EJlV1MOCTV1 A YPbl » B )J,V13Ail1HE 0
c

3. HAPPATV1BHblil1 KOKOH - KOMMYHV1KATV1BHA51

MOJJ,EJlb )J,V13Ail1H-nPOJJ,YKTA

1. onPED,EJlEHV1E ,[J,V13All1HA

OnpeAefleH111e o6beKTO - Heo6xoA111Moe ycnos111e npoA YKTVIBHoro 111ccne,o,osoH1115!, HO >-

c
UJ
B HOWeM Cfly<-me 4eTK051 ¢opMyll111pOBKO V!MeeT 111 npOKTV14eCKV1i/1 CMblCJl, nOCKOJlbKY :1
I
0
yKo30H111e HO poA Ae5!TeflbHOCT111, cnoco6 Aeil1CTB111i11 111 pe3yflbTOT ,o,010T ,o,1113oi/1Hepy "
V13H040JlbHble op111eHrnpb1. ,[J,1113oil1H B CillllY MHOroo6p0311151 ¢opM np051BJleHV151 HeB03-

MO>KHO onpeAeflV!Tb OAH03H04HO I n03TOMY 30A040 COCTOVIT He B V13blCKOHV1111 60-

nee «nonHoro » , « 111c4epnb1Bo10w,ero » 111n111 « OKOH40TeflbHOro » onpeAeneH1115!, o B Bbl- 0

I

6ope sepc111111, no3BOJ15110W,ei11 AV130il1Hepy Aeil1crnosoTb 3¢¢eKTV1BHee. V1Ho4e roso-

0"
"
•:S:
J5
p51, onpeAeneH111e np1113BOHO He CBV!AeTeflbCTBOBOTb « 111cT111Hy » , o noMoraTb B po6oTe. I
aJ

~
D,o c111x nop 6b1Ty10w,ee noH111MoH111e AV130il1Ho KOK cnoco6o co3,o,0H1115! ¢YHKWV1- ;i:
a._
<(
0HOflbHb1x 111 3CTeTV14HblX Bew,ei/1 OTCblJlOeT K ero V1CTOpi114eCKOil1 CB513111 c npOMblW- I

JleHHblM cep111il1HblM np01113BOACTBOM npeAMeTOB noTpe6neHV151 . 3To nOJlO>KeH111e HO

rpoH111we VICKYCCTBO 111 TeXHV1KV1 HOWJlO OTpO>KeH111e B nepBblX onpe,o,eneHV151X A11130il1-

HO KOK « XyAo>KecrneHHoro npo1113BOACTBO » , « npOMblWJleHHOi/1 3CTeT111K111 » , « XYAO>Ke-

CTBeHHoro npoeKT111poBOHV15! » 111 T.n. KoK Hill CTpOHHO, TOK111e nonblTKVI npo51CH51Tb cyTb

AV130il1Ho no np111Hw111ny « 111 To, 111 Apyroe » nonyn51pHbl AO c111x nop. Ho AO>Ke KpOT-

KV1111 3KCKypc B V1CTOpi1110 npo6JleMOTV130Wi11111 AV130il1HO n03BOJ151eT npeOAOJleTb 3TOT

cTepeoT111n 111 ys111AeTb AV130il1H KOK c0Mo6b1THY10 KYflbTYPHYIO npoKrnKy .

nocKOJlbKY AV130il1H, HeCMOTp51 HO CBOIO 04eBV1AHYIO CB513b C npOV13BOACTBOM 111 no-

Tpe6neHV1eM, seer AO 6b1Jl BKfll04eH B KYflbTYPHbli/1 npowecc, noACK03KV1 MO>KHO Hoi/1-

I
12 JJ,V13All1H : KOHCTPYV1POBAHV1E V1 / V1nV1 nPOV13BEJJ,EHV1E AYPbl

1
TV1 He TOJlbKO y V1CCJleAOBOTefleil1 3KOHOMV1YeCKOro C03HOHV15l , HO V1 y <l>V1flOCO<!>cTBy-

IOW,V1X KYllbTyponoros. TaK, s paccy>KAeHV15lX 0. WneHrnepa o MeTOMop<l>o3ax V1C-

KyccTsa s 3noxy «o6HHLL/OHH51 Kynbrypbt» MO>KHO HOil1TV1 p5lA n106onb1THb1x 30MeYa-

HV1111 no nosoAy BblCTpOV1BOHV15l YenoseKoM HOBblX OTHoweHV1111 c sew,blO. HanoMHIO,

no MblCflV1 0. WneHrnepa, HV1CXO>KAeHV1e OT KYllbTYPbl K LJ,V1BV1flV130LJ,V1V1 conposo>KAO-

eTC5l 30MeHoil1 nepcneKTV1Bbl - B3rfl5lA HO MV1p «C Bb!COTb/» ycTynaeT MeCTO ero pac-

CMOTpeHV1IO c TOYKV1 3peHV15l <<>KHreucKHX HY>K4 11 np11n11pat0l.Lfei1 4eucrs11renbHOCTH».

0THoweHV1e YenoseKa K 6nV1>KHeMy sew,HoMy MV1PY MeH5leTc5l . Bew,b, 0Tcb1na10w,05l

K npeAOHV1IO, TPOAV1U.V1V1, npeeMcTBeHHOCTV1 noKoneHV1111, Tep7ieTC5l s CTV1XV1V1 TOTOflb-

Horo onocpeAOBOHV15l, 30MeHV1MOCTV1 V1 noTpe6V1TeflbCTBO, ee CV1MBOJ1V1YeCKV1111 ope-

Ofl p03MblBOeTC5l, V1 YeJlOBeK HOYV1HOeT ow,yw,aTb ce65l >KV1BYW,V1M He cpeAV1 sew,ei/1,

a cpeAV1 «Ten H c/JOKTOB».

PacKpb1Ba5l npV1YV1Hb1 AecaKpanV130U.V1V1 sew,V1, To ecTb, yTpOTbl e10 rny6V1HHoro CV1M-

BOflV1YecKoro CMb1cna so speM5l «CCbtXOHH51» senV1KV1X KYllbTyp, 0 . WneHrnep o6pa-

w,aeT BHV1MOHV1e HO CTpeMJleHV1e AYXOBHO V1CYepnOHHOro YeflOBeKO Ll,V1BV1JlV130Ll,V1V1 V13-

60BV1TbC5l OT KYllbTYPbl s ee snacTHOil1 <t>opMe, OT ee sHyTpeHHe Henepe>KV1saeMoil1

V1 noTOMY HeHOBV1CTHoil1 CV1MBOflV1KV1. Ha cMeHy BblCOKOMY V1CKyccTBy npV1XOAV1T npV1-

KflOAHOe V1CKyccTBO, V1 nocTeneHHO B03HV1KaeT u,ena5l coKpOBV1W.HV1U.O V13o6pa3V1Teflb-

Hb1x V1 flV1TepaTypHblX <t>opM, V1CnOflb3yeMblX co BKycoM, HO 6e3 rny6oKoil1 3HOYV1MO-

2
CTV1, KOTOpb1M OTBOAV1TC5l ponb «KoM¢opra6enbHOU npHBbtL/KH 11 yMHoro 6anoscrsa» .

Co6cTBeHHO o AV130il1He y 0. WneHrnepa peYV1 HeT, Ho ero 30MeYOHV15l o TOM,

YTO npOV1CXOAV1T c V1CKYCCTBOM B Ll,V1BV1JlV130L.1,V1V1, OTYeTJlV1BO MOpKV1PYIOT TeMOTV1KY AV1-

30il1HO. 3AeCb npopV1COBb1saeTC5l oco6b1il1 TV1n OTHoweHV15l K sew,V1, KOTopa5l, yTpOYV1-

B05l CBOIO CV1MBOflV1YeCKYIO Howy I CTOHOBV1TC5l V13AeflV1eM, HO V13AeflV1eM, OCB5lW,eH-

HblM BKYCOM V1 cnoco6HblM B KOYeCTBe «KoM<f>opra6enbHOH npHBbl'IKH» V1 «yMHOro

6anoscrsa>> CM5lrYOTb V1 o6nerYOTb >KV13Hb. Bew,b, o6e3nV1YeHH05l TV1pO>KV1posaHV1eM,
JlV1WeHH05l CB5l3V1 c rny6V1HHblMV1 CMblCJ10MV1 V1 npespaw,eHH05l B 6e3JlV1KV1111 npeAM8T

noTpe6neHV15l, 6narOAOP5l AV130il1Hy nonyYaeT B03MO>KHOCTb o6peCTV1 HOBbii/1 CTOTyc.

BTopoi/1 oTnpasHoi/1 TOYKOll1 Afl5l onpeAeneHV15l AV130il1Ha MOrYT cny>KV1Tb V1A8V1

I. 3eMnepa, npeAflO>KV1Bwero 6e3 APOMOTV13MO nepeseCTV1 B3op c « BblCOKV1X » V1C-

CM . 06 3 TOM nOAp06Hee: nor10 r . H . ,0,1-1 30i1H: OnblT MeTO cjJl-131-14eC KOi1 TpOH CKp1-1n41-11-1. - M.: Vl3A-BO MrY, 1998.
c. 63- 98.
2 Wn eHrnep 0. 3aKOT Esponbl . 04epK1-1 MOpcjJOTlOrl-11-1 M1-1pOBOi1 l-1 CTop1-11-1 . l. r ewTOTlbT 1-1 Aei1CTBl-1TeflbHOCTb I
n ep . c HeM. , BCT . CT . 1-1 np1-1 M. K.A. CsOCb5l HO. - M.: MblCTlb, 1993. c. 538- 541.
 l . onPED.EnEHV1E D, V1 3Alll HA 13

KyccTB HO Ae5iTenbHOCTb no npeo6po30BOHV1IO npeAMeTHoro MV1po V1 ys1-1AeTb s « npoK-

TV1YecKot::1 3CTeTV1Ke » ryMOHV1CTV1YeCKOe HOYOnO. ToYHble HOYKV1, no MblCnV1 r. 3eMnepo,

e:s:
"-
LO

cnoco6cTBylOT C03AOHV1IO TOKV1X ycnOBV1t::1 HO npOV13BOACTBe, B KOTOpblX yKpenn5ieTC51 ±.

•:S:
<(

CTpeMneHV1e K BblrOAHOMY V1CnOnb30BOHV1IO OTKpb1TV1t::1 V1 V1306peTeHV1t::1, nepeCTOBWV1X "'

:s:
Cl:
6b1Tb nopo>KAeHV1eM noTpe6HocTet::1. B pe3ynbTOTe TOnbKO YTO nonyY1-1swee HOBO-

BBeAeH1-1e, He ycnes ycTopeTb, 30MeH5ieTC51 HOBV1HKOt::1. B c1-1ny HeAOCTOTKO speMeHV1,

KOTopoe OTTOYV1BOeT crnnb sew,1-1, Tpe6yeTC51 onpeAeneHHOe (( 'IYBCTBO xy,qo.>Ke-

u.J
:s:
I
CTBeHHOro raKra» » , YT06b1 npV1AOTb see My HOBOMY TOT xopoKTep, KOTOpb1t::1 V13 npo- <(
c::
u
CTblX npOV13BeAeHV1t::1 TPYAO C03AOeT « opraHH~eCKH Heo6xoAHMb1e B0l4"1, sicHo "1 AO - 0
c
3
XOA~HBO Bb1pQ)KOIOL4"10 KOKyt0-nH60 "1A0I0 » .

T peTbV1M opV1eHTV1pOM An51 HOC MO>KeT CTOTb onpeAeneHV1e r. Cot::1MOHO - OAHO-

ro V13 nepBblX V1CCneAOBOTenet::1 V1CKyCCTBeHHOro V1HTenneKTO:

"'~
LO
«/iH30HHOM 30HHMOeTC.R KO>K,t:Jbtft, KTO H306peraer nop.R,t:JOK ,t:JeftCTBHft, HMe- 0
IOLL/Hft L.fe/lb/O H3MeHeHHe Cyl.L/eCTBYIOLL/HX CHTYOL./Hft 8 npe,t:Jr70l/THTef7bHbte
4
CHTYOL./HH» •

I-
3AeCb Mbl Ho6n10AOeM pOAV1KOnbHb1t::1 po3pb1B c TPOAV1U.V1et::1 CB513blBOTb AV130t::1H c se- C
u.J
::r
W,blO : An51 r. Cot::1MOHO AV130t::1H - 3TO MeTOAOnOrHSI npOKTV1YeCKOro Aet::1CTBV151, cneu.1-1- I
0
cPV1YeCK05! «HHTenneKTYOflbHO.R OKTHBHOCTb » I c<t>epo npV1nO>KeHV151 KOTopot::1 HeorpOHV1Ye- "'
HO, o pe3ynbTOTOM 51Bn5ieTC51 He opTe<t>oKT, o npe,qno'ITHrenhHoe. EcTb YTO-TO o6w,ee

Me>KAY 3TOt::1 nl060nblTHOt::1 XOpOKTepV1CTV1KOt::1 V1 « oprOHH'IHOCTblO» f. 3eMnepo - TO,

I
0
YTO ew,e MO>KHO H03BOTb yMeCTHOCTblO.
"'
0
A BeAb V1Me HHO K 3TO M Y cnosy HOC OTCb1noeT 6yKsonbHOe 3HOYeHV1e cnoso « AV1- "'
•:S:
:;;
I
30t::1H » I KOTopoe V1MeeT nOTV1HCKV1e KOpHV1 de + sign um V1 nepeBOAV1TC51 KOK « 03HOYV1- "'~
~
BOTb » , « OYepYV1BOTb » , «Ho6pocblBOTb » , « orpoHV1YV1BOTb ». B coMoM cnose ecTb ABe noA- "-
<(
I
CK03KV1: so-nepsb1x, AV130t::1H - 3TO Ae5iTenbHOCTb, CB5130HH051 c HOAeneHV1eM 3HOYeHV1eM,

np1-1sHeceH1-1eM CMb1cno, Bb1po>KeH1-1eM KOKot::1-To V1AeV1; so-sTopb1 x, 03HOYV1BOHV1e npo1-1cxo-

AV1T Yepe3 BHeceH1-1e po3MeTKV1, rpoHV1L..J.bl. 3AeCb eCTb yK030HV1e Ho coAep>KOHV1e Ae51Tenb-

HOCTV1 - «YTO» AenoeTC51, V1 HO cnoco6 ee V1CnOnHeHV151 - «KOK » AenoeTC51.

Bee 3TV1 pennV1KV1 no noBOAY AV130t::1Ho - « oprOHV1YHOe » , « yMeCTHOe » , « npeAnO-

YTV1TenbHOe » , « Bb1po>Ko10w,ee V1Ael0 » , « OYepYeHHOe » - OTHOC51TC51 K sonpocy, KOKV1M

AOn>KeH 6b1Tb AV130t::1H-npOAYKT . Ho ocToeTC51 rnosHb1t::1 sonpoc - « 30YeM? » . B KOH-

3
4
3eMnep r. npa Krn4 eCKa 51 3CTernKa I n ep . c HeM. - M .: V1cKyCCTBO, 1970 .
Simon H. The Science of Design : Cre ating and Artificial II
c. 182 .
The Sciences of the Artificial. Cambridge, 196 9. P. 55 . I
14 .UV1 3A il1H : KOHCTPYV1POBAHV1E V1 / V1JlV1 nPOV13BE.UEHV1E AYPbl

u,e XIX seKo 1-1ccneAOBOTenb 3KOHOMV14ecKoro C03HOHV151 T. Be6neH AOn Bne4orn51-

10w,y10 KOprnHy « 3KCnponpV10U,V1V1 » COCT051BWell1c51 6yp>t<y03V1ell1 npV1Bbl4KV1 opV1CTO-

5
KpOTV1V1 C03AOBOTb BOKpyr ce651 «TOHKV1111 » MV1p nocpeACTBOM 06b1AeHHblX sew,ei/1 .

CHoYono 3TO He snonHe yAosonocb, 1-1 0Tp1-16yTb1 YY>KAOro, HO >t<enoHHoro 06po-

30 >KV13HV1 V1CnOnb30BOnV1Cb MeXOHV14eCKV1 - KOK OCHOW,eHV1e npeAMeTOMV1, OTBe40-

IOW,V1MV1 KOHOHY «nollreHHOCTH» , 1-1n1-1 npecTV1>KHOCTV1 . 0AHOKo T. Be6neH nOAMeYo-

eT Tpe60BOTenbHOCTb HOBOro n0Tpe61-1Ten5I, CB5130HHYIO He CTOnbKO c COU,V10nbHblM

coMoyTsep>t<AeH1-1eM, cKonbKO c AYXOBHblM KoM<t>opToM . CJ)yHKU,V10HOnbHb1e, CTOH-

AOPTHble npOAYKTbl MOWV1HHoro npoV13BOACTBO ornepra10TC51 He TOnbKO V13-30 Ae-

weBV13Hb1 , HOMeKOIOW,ei/1 HO 6eAHOCTb, HO V1 no npV14V1He V1X 6e3pOAOCTHOro BV1AO:

«norpe6!7eHHe H/7H ,L!O>Ke BH,L/ TOKHX roaapoa Hear,LJe/7HMbl OT YK030HH.R HO

6o!7ee HH3KHe ypoBHH 4ef70Be4eCKOro cy~eCTBOBOHH.R, H noc/7e HX C03ep-

L/OHH.R ocraerc.R r17y60Koe o~y~eHHe y 60>1<ecraa, .RB/7.RtO~eec.R KpaftHe

nporHBHb!M H yrHeTOIO~HM 6
,L/17.R 4YBCTBHTe/7bHOft /7H4HOCTH» .

Ecn1-1 3KOHOMV1CTbl TOnbKO npeA4YBCTBOBOnV1 cKpb1Ty10 noTpe61-1TenbCKYIO Mornso-

u,1-110 3opo>t<AOBwei/1c51 u,enesoi/1 oy AV1TOpV1V1 AV130C1Ho, TO An51 OAemos OHrn1-1"1cKo-

ro 3CTern3MO XIX seKo OHO 6b1no snonHe 04eBV1AHO. A6cornoTV130U,V151 KpocoTbl V1

V1HAV1BV1AyOnbHOro npV1HU,V1nO ee nOCTV1>KeHV151, npV13HOHV1e oco6oi11 u,eHHOCTV1 <t>opMbl

V1 yMoneHV1e COAep>t<OHV151, HenpV151TV1e peonV13MO V1 MOTepV10nV13MO V1 51BHblll1 3nV1TOp-

Hblll1 no<t>oc onpeAen1-1n1-1 V1Aeonorn10 3CTeTV13MO. KoK HV1 cTpOHHO, V1AeV1 V1HTenneKTY-

onbHOro 1-1cKyccrno, 3CTeTV14ecKoll1 yTOH4eHHOCTV1 V1 oTcTpoHeHHOCTV1 OT peonbHOro,

rpy6oro MV1p0 OK030n V1 orpoMHOe BnV151HV1e HO CTOHOBneHV1e AV130111HO I nepe>t<V1BOB-

wero B 3TO speM51 TPYAHble 6one3HV1 poCTo. 3CTern3M 30nO>KV1n OCHOBbl Kynbrypbt
AH3GHHa, onpeAen1-1s np1-1Hu,1-1nb1 coo6w,eHV151 «npeKpocHoro » c 6nV1>KHV1M sew,HblM MV1-

poM. B npOTV1BOCT051HV1V1 OMoccosneHV1IO npOV13BOACTBO V1 noTpe6neHV151, synbrapHo-

MY yKpowoTenbcrny, 30p03V1BWeMy pblHOK, rpy6b1M nOAAenKO M noA « V1CKyccTBO » ,

CTOpOHHV1KV1 3CTeTV13MO C03AOBOnV1 HV1WY An51 AV130il1HO KOK 3CTeTV14eCKV1 COMOU,eH-

HOro 51BneHV151 V1 COU,V10nbHO 3H04V1MOro Aeno.

AHrnV1111CKV1111 3CTeTV13M noArOTOBV1n noYBY An51 noHV1MOHV151 AV130C1Ho, nony41-1swero

p03BV1rne MHOro n03>Ke, - nOHV1MOHV151 ero KOK <f>opMbl J<YnbrypHOH pa6oTbl HOA co6oll1 .

5 Be6neH T. Teop1151 np03AHorO KnOCCO I n ep. c OHrn . 11 BCT. CT. c. r. CopOKl-I H O~ , 06ll.l . peg . B.B. MoTblneBO . -
M .: n porpecc , 1984 .
6 fo M >Ke . C. 178 .
 l. onPEDEnEHV1E DV13A~ H A 15

Po3yMeeTc>i, nocpeACTBOM npOAYKTOB, KOTOpb1e AOn:>KHbl o6noAOTb oco6b1MV1

K04eCTBOMV1 - y>t<e ynoM>lHYTblMV1 « opraHV14HOCTblO » ' «yMeCTHOCTblO » ' «HOAeneHHOCTblO

e:s:
c..
LO

CMb1cnoM » . Ho BO>KeH He o6beKT COM no ce6e, o npoV13BOAV1Moe V1M Bne4oTneHV1e, :i:

•:S:
<(

OT KOTOporo' KCTOTV1' nponeraeT nyTb V1 K yrnep>KAeHV1IO ce6>i B onpe,qeneHHOM "'C!

:s:

cToTyce. CowV1onbHOe V1 3K3V1CTeHL...lV10nbHOe 3AeCb B30V1MonpoHV1KOeMbl: AV130ll!HepcKV1111

o6beKT He TOnbKO MOpKV1pyeT onpeAeneHHbllll CTOTyc, HO V1 C006L1..10eT AOCTOBepHOCTb

nepe>KV1BOHV1IO B HeM ce6>i. Vb COL...lV10nbHOlll nnOCKOCTV1 3TO nepe>KV1BOHV1e nepeXOAV1T

w
:s:
B nnOCKOCTb cyry6o nV14HOCTHyio: BO>KHO He CTOnbKO TO, KOK MeH>i BOCnpV1HV1MOIOT I
<(
c:::;
Apyrne, BO>KHO, KOK 51 COM ce6>i BOCnpV1HV1MOIO . npOBAO, 30TeM BCe B03Bp0ll..IOeTC>l u
0
c
B COL...lV10nbHOCTb' BeAb nOHV1MOHV1e ce6>i npe>t<Ae BCero He06XOAV1MO An>! nOHV1MOHV15l

ce6>i ApyrV1MV1, HO He B006L1..1e Apyr1t1MV1, 0 CBOV1MV1. D,V130ll!H-npoAyKT AOeT yBepeHHOCTb,

4TO Tbl eCTb TOT' 30 KOro ce6>i BblAOeWb .

noK030TenbHbl, C 3TOl/1 T04KV1 3peHV1>l, 3CTeTV14eCKV1e npeAn04TeHV15l OMepV1KOH- "'

~
LO
0
l...leB nocneAHell! YernepTV1 XIX B. : oHrnV1111cKV1111 3CTeTV13M 6b1n V1HTepeceH ycTOlll4V1BOMY

cpeAHeMy Knoccy co CT06V1nbHblM AOXO,QOM, BHV13Y OCTOBOnOCb MOCCO BHOBb npV16blB-

WV1X 3MV1rpoHTOB c 3060TOMV1 o xne6e HOCYll..IHOM, o HOBepxy - npoB>ill..IO>i qmHOH-

I-
coBo>i 3nV1TO V1 npoMb1wneHHb1e TY3bl, >1<enoBwV1e 3<j><j>eKTHoro pe3ynbTOTO OT noTpo- C
w
::r
7 I
YeHHblX AeHer V1 nOTOMY npV13HOBOBWV1e TOnbKO nopV1>K V1 WKony V13>lll..IHblX V1CKyccrn . 0

ToKV1M o6po3oM, y>t<e HO V1CXOAe XIX BeKo 3oMeTHbl nonb1TKV1 npeoAoneTb >KeCT-
"'
KYIO npV1B>i3KY AV130ll!Ho K npeAMeTy noTpe6neHV1>i, orneYOIOll..leMy KpV1TepV1>iM « Kpo-

COTbl » V1 « nonb3bl » , V1 YBV1AeTb B HeM cpeACTBO « coTBopeHHR po,qHHbt ,qsop11Hcrsy AYWH>> I

0
(CD . HV1wwe). TeM 6onee CTpoHHoe BneYorneHV1e npoV13BOA>iT Kyprnpy10L1..1V1e ceroA- "'0
"'
•:S:
H>i onpeAeneHV1>i TV1no « AV130ll!H - 3TO xyAo>KecrneHHo-npoeKTHO>i Ae>iTenbHOCTb no J5
I
CD

V13rOTOBneHV1IO npOMblWneHHblX V13AenV1111, OTBe40IOW,V1X BblCOKV1M noTpe6V1TenbCKV1M ~

~
xopoKTepV1CTV1KOM » V1 T.n . KpV1rnKo cyL1..1ecrny10L1..1V1X onpeAeneHV1111 AV130ll!Ho He BXO- <(
I

AV1T B Kpyr nOCTOBneHHblX MHOIO 30A04, OTMe4y TOnbKO, 4TO HV1 K OAHOMY V13 HV1X 51

He Mory npV1COeAV1HV1TbC>l. 3To o6CTO>iTenbCTBO AenoeT He06XOAV1MblM po3p060TKY

CBoero onpeAeneHV1>l, OCHOBHOe Tpe60BOHV1e K KOTOpOMY - V1HCTpyMeHTOnbHOCTb .

D,pyrnMV1 cnOBOMV1, 3TO onpeAeneHV1e AOn>KHO nOM04b AV130111Hepy ny4we OC03HO-

BOTb ce6>i B npo<j>ecCV1V1 V1 3<j><j>eKTV1BHee AelllCTBOBOTb.

Bb1AenV1M onopHble T04KV1 Toro noHV1MOHV1>i AV130ll!Ho, B pycne KOToporo Mbl y>t<e

HOXOAV1MC>l . npe>t<Ae BCero, AV1301/1H - 3TO npOKTV14eCKOe Aell!CTBV1e, npV14eM,

7 n aM6opH n. 3cTeTl-13M. - M.: V13A-BO · V1 cK yccrno - XX I·, 2007. I

16 ,D,V13AillH : KOHCTPYVIPOBAHVIE Vl / VlnVI nPOV13BE,D,EHVIE AYPbl

MeTOAO!lOrV1YeCKV1 oprOHV130BOHHoe; 3TO npOKTV1YeCKOe ge~CTBV1e HonposneHo HO

C03AOHV1e 3HOKOBOro npogyKTO, TO eCTb, npOAYKTO, 30KlllOYOIOli.(ero B ce6e V1 Bbl-

po>t<OIOli.(ero HeK0Topb1~ CMblC!l; HO u,enb npoKTV1YecKoro ge~CTBV1~ He npogyKT,

0 co6blTV1e , npOV1CXOA~Ll.(ee c YellOBeKOM 6norogop~ 3TOMY npogyKTy. 3To ll0rv1KO

npV1BOAV1T HOC K KlllOYeBblM noH~TV1~M, po3yMeeTC~, B3~TblM B onpegeneHHOM 3HOYeHV1V1:

KOMMYHHKOU,HSI, npaKTJ.1KO, KOHCTpyHpOBQHJ.1e, Bne~ameHHe, 3HOKOBblH npOAYKT .

KOMMYH"1KALl,"1SI - cnV1WKOM eMKoe noH~TV1e, no3TOMY Heo6xOAV1MO onpegenV1TbC~

c K OHL.J,enTyOllbHblMV1 poMKOMV1, B KOTOpbiX Mbl 6ygeM poCCMOTpV1BOTb KOMMYHV1KOL.J,V1IO

B006Ll.(e V1 AV130~H KOK KOMMYHV1KOTV1BHYIO npoKrnKy B YOCTHOCTV1 . .O.n~ peweHV1~

HOWV1X 30AOY Heo6XOAV1Mble MeTOAO!l0rV1YeCKV1e pecypCbl npeAOCTOB!l~eT Heo-
8
nparMOTJ.1CTCKQSI Hcc11eAOBaTe11bcKasi TPOAHU,HS1 . B He~ KOMMYHV1KOU.V1~ poccMoTpV1-

soeTc~ KOK OKTV1BHOCTb V1HAV1BV1AOB, n03BOll~IOli.(O~ C03AOBOTb 06Ll.(yt0 peO!lbHOCTb

B npou,ecce B30V1MOAe~cTBV1~ c gpyrV1MV1 V1 ynposn~Tb e10 nocpegcTBOM onpegeneH-

HblX npoKTV1K. B OT!lV1YV1e OT ncV1xonorV1YecKoro nogxogo, 06b~CH~t0Ll.(ero cou,V10llb-

Hoe ge~CTBV1e V1HAV1BV1AYOllbHblMV1 ycTpeMneHV1~MV1 cy6beKTOB, HeonparMOTV1CTCKO~

MeTOAOllOrV1~ CcPOKYCV1pOBOHO HO TO~ o6noCTV1, B KOTopo~ lllOAV1 ge~CTBYIOT He

CTOllbKO V1CXOA~ V13 BHyTpeHHV1X no6y>t<geHV1~, CKOllbKO coo6po3y~Cb c B03HV1KOIO-

Ll.(V1MV1 o6cTO~Te!lbCTBOMV1 . T oKo~ no3V1L.J,V1~ no3son~eT OHOllV13V1posoTb KOMMYHV1KO-

9
TV1BHble npou,eCCbl B KOTeropV1~X naTTepHOB , OTHOWeHHH V1 CJ.1CTeM .

06Ll.(ecrno npegcToeT He KOK AOHHOCTb, KOTopy10 YenoseK 30CTOeT, o KOK nog-

BV1>t<Hoe, npou,eccyo!lbHOe o6po30BOHV1e, C03V1AOeMoe CV1TYOTV1BHO BO B30V1MOAe~­

CTBV1V1 V1 B30V1MOBllV1~HV1V1 V1HAV1BV1AOB. Vlge~ npou,eccyollbHOCTV1 COL.J,V10llbHO~ peO!lb-

HOCTV1 YTOYH~eT nOHV1 M OHV1e COL.J,V10llbHOro B30V1MOAe~CTBV1~ KOK npou,ecco nepe-

AOYV1 gpyr gpyry V1 nocTeneHHOro o6o6Ll.(eCTBlleHV1~ YOCTHOro OnblTO, V1Ae~, 3MO-

L.J,V1~, L.J,eHHOCTe~ . nocpegCTBOM 06MeHO Me>KAY B30V1MOge~cTBytOLl.(V1MV1 CTOpOHO-

MV1 C03AOeTc~ o6Ll.(ee CMblCllOBOe npocTpOHCTBO I B KOTOpOM CTOHOB~TC~ B03MO>K-

HblMV1 cKoOpAV1HV1posoHHOCTb, cornocosoHHOCTb V1 noHV1MOHV1e. ToKoe B30V1MOAe~­

CTBV1e cPV1KCV1pyeTc~ s noH~rnV1 KOMMYHV1KOL.J,V1V1 V1 yToYH~eTc~ nocpegcTBOM nparMo-

8 CM.: Eieprep n ., nyKMOH T. CoL11<10flbHOe KOHCTpy1-1pOBOH1<1e peOflbHOCrn . TpaKTOT no COLl1<10fl0rl<11<1 3HOHl<1.Sl. - M .:

MeA1<1yM, 1995; fepreH K. ,D.>t<. CoL11<10flbHb1 i:1 KOHCTPYKL11<10H1<1 3M: 3HOH1<1 e 1-1 npaKrnKa. - MH.: EirY, 2003; llioac X.
KpeOT1<1BHOCTb Aei:1CTBl<1.s\ I nep. c HeM. -Cn6 .: A11eTei:1.s1, 2005; Ka30p1<1HOBO H.B. Me>t<fll<14HOCTHO.s\ KOMMYHl<IKO-
2006; Eiapp Ei.
Lll-1.51: coL11-1a11bHo-KoHcTpyKL11-10H1-1cTcK1-1 i:1 a Ha111-13. - c n 6.: V13A-so Cn6r3TY . n3TV1• , CoL11-1a11bHb1i:1
KOHCTPYKL11<10H1<13M 1-1 nrnxo11o r1-1.s1 II n ocTHeK11acrn4ecKa.s1 nrnxo11orn.s1. 2004. N l. C. 29-44 1-1 AP ·
9 CM.: K03ap1-1Hosa H.B. YKa3. co4. C. 61.
 l . onPEDEnEHV1E D,V13Ail1HA 17

CKV1X MeTOAOflOn1YecKvix npV1HL\V1nOB pemn.1,HOH"13MO, CHTyau,HOH"13MO V1 HHCTpy-

10
MeHTOn"13MO •

npV1HL\V1n pen~U,HOH"13MO COCTOV1T B nepeHOCe OKL\eHTO C BHyTpeHHV1X (cy6CTOHL\V1-

0JlbHb1X) xopoKTepvicrnK B30V1MOAe~CTBYIOLl.IV1X cy6beKTOB HO vix oTHoweHV1~. CoMV1

cy6beKTbl poccMoTpV1BOIOTC~ He KOK 1-1HepTHb1e , He30BV1CV1Mble cyL1.1HOCTV1, o KOK L\e-

nocTHOCTV1 I nOCTO~HHO HOXOA~Ll.IV1eC~ B npOL\eCce CTOHOBJleHV1~ .

w
npV1HL\V1n CHTYOU,"10H"13MO npeAnOflarOeT nOHV1MOHV1e V1HAV1BV1AO KOK COCTOBJl~IOLl.le~ :s:
I
<(

HeKOTopo~ CV1TYOL\V1V1 I 0 He V130llV1pOBOHHOro I He30BV1CV1MOro cy6beKTO . npvi 3TOM ~

u
0
c
CV1TYOL\V1~, V1flV1 KOHTeKcT, B KOTopoM npo1-1cxoAV1T KOMMYHV1KOTV1BHO~ Ae~cTBvie, He

CBOAV1TC~ K COBOKynHOCTV1 o6cTO~TeJlbCTB, 0 npeACTOBJl~eTC~ ropV130HTO M B03MO>K-

HOCTe~, KOTOpb1e nocTO~HHO MeH~IOTC~. C1-1TyOL\V1~ onpeAen~eTc~ o6cTO~TeflbCTBO­
MV1, KOTOpb1e YYOCTHV1KV1 He 30CTOIOT, o COMV1 nocTo~HHO npoV13BOA~T, no3TOMY Ae~­

CTBV1~ V1HAV1BV1AO He MOryT 6b1Tb o6b~CHeHbl HV1 ero npeAWeCTBYIOLl.IV1MV1 HOMepeHV1~­

MV1, HV1 XOpOKTepV1CTV1KOMV1 V1CXOAHO~ CV1TYOL\V1V1. noH~rne CV1TYOL\V1V1 OKL\eHrnpyeT T8-

KYY8CTb, KOHCTpyvipyeMOCTb cpeAbl, B KOTOpo~ noBeAeHV18 Y8Jl0B8KO onpeA8Jl~8TC~

He peOKL\V1e~ HO KOKV1e-TO o6beKTbl, 0 OL\eHKO~ CV1TYOL\V1V1 B L\8fl0M.

npV1HL\V1n HHCTpyMeHTOn"13MO o6yCJlOBJleH BblpO>KeHHblM npOKTV1YeCKV1M V1HTepeCOM

nparMOTV13MO K Mvipy B006L1.1e vi K ero no3HOHV1IO B YOCTHOCTV1. KpviTepvi~ « V1CTV1HHO-

CTV1 » OK030JlC~ 30MeHeH KpV1Tep1-1eM « 3<t><t>eKTV1BHOCTV1 »: CMblCJl V1MeeT He « 0Tpo >K e-

HV18 » Ae~cTBV1TeflbHOCTV1 B V1Ae~x, o ycTOHOBfleH1-1e np1-1rOAHOCTV1 3TV1X V1Ae ~ All~ pe- I

0
weHV1~ npOKTV1YeCKV1X 30AOY : "'
0
"'
>:S:
J5
« CMb/Cfl HHCrpyMeHTOf7H3MO TOKOB: HCTHHO He B Ot:1eKBOTHOCTH Mb/WfleHH.R I
<D

6b1THt0/ cKopee OHO a HOt:1e>KHOCTH aet:1yl.1.{ei1 Ht:1eH. UcruHo - 3TO nocro.RH- ~

;t_
HO pocry l.1.{ee L/Hcno ropoHrHpoaoHHbtX yraep>1<t:1eHHi1. Ho ropoHTH.R/ KO- a..
<(
I
ropy10 OHO Bbtt:1oer/ He 06cont0rHo H He aeL/HO. KOK ace LtenoaeLtecKoe/ OHO
r70t:lf7e>KHT KOppeKTHpOBKe H ycoaepweHCTBOBOHHIO no Mepe 803HHKHOBe-
11
HH.R HOBb/X CHTY OL./HU rpeaor/ yrpo3 H COMHeHHU» .

no3HOHV1e npeACTOeT KOK YM8HV1e peWOTb np06fl8Mbl, Tpe6y10L1.188 V13M8H8HV1~ npV1-

BblYHblX cxeM Ae~CTBV1~ . B KOMMYHV1KOL\V1V1 npV1HL\V1n V1HCTpyMeHTOJlV13MO opvieHTvipy-

I
10 CM.: Ka3ap1-1Hasa H.B. Me)Kfl"14HocTH a~ KOMMy H 1-1KaL11-1~: coL11-1aflbHO-Ko H cTpyKL\"10 H 1-1cTcK1-1~ 0Han1-13. - C n 6.:
V13A-so c n 6r3TY . n3rn . , 2006. c. 6-1 2.
11 l...( 1-1T. no: Peane ,0,. , ,0,. 3a n a AH O~ cjJ1-1 noco cjJ1-1 ~ OT 1-1 cTOKOB AO Ha w 1-1x
AHrncepe A H e~. T. 4. OT poMOHrn3MO AO
Haw1-1x AHe~. - C n 6.: TOO TK . n eTponon1-1c • , 1997 . C. 238.
18 JJ.V13Ail1H : KOHCTPYV1POBAHV1E V1 / V1nV1 nPOV13BEJJ.EHV1E AYPbl

eT HO nOV1CK HOBblX, 6onee 3<P<!>eKTV1BHblX, B CMblCne - OAeKBOTHblX, cnoco6os Aeil1-

CTBV15l B nOCT05lHHO MeH5llO~eil1c5l CV1TYOU,V1V1.

HeonporMorncTCKV1111 nOAXOA K nOHV1MOHV1IO KOMMYHV1KOU,V1V1 no3BOn5leT npeOAO-

neTb V1HAV1BV1AyOnV1CTV14eCKYIO sepCV1IO Aeil1CTBV15l, B KOTOpoi/1 MOTV1Bbl cy6beKTOB Bbl-

CTynolOT npV14V1HOMV1 Aeil1CTBV15l, 0 nnOHbl - 30pOHee 30AOHHblMV1 TpOeKTOpV15lMV1 ero

ocy~ecrnneHV15l . CMe~eHV1e BHV1MOHV15l Ho npou,eccyonbHOCTb V1 KOHTeKcTyonbHOCTb

Aeil1CTBV15l no3BOn5leT noH5lTb, 4TO npoV1CXOAV1T no XOAY Aeil1cTBV15l V1 KOK B pe3ynb-

TOTe CV1TYOU.V10HH~X B30V1MOAeil1CTBV1111 KOHCTpyV1pyeTC5l peonbHOCTb, KOTOp05l CTO-

HOBV1TC5l KOHTeKCTOM An5l nocneAylO~V1X Aeil1CTBV1111, onpeAen5l5l V1X HonposneHHOCTb

V1 CMb1cn . He cny4oil1Ho HeonparMOTV1CTCK05l TeopV15l cou,V10nbHOro Aeil1cTBV15l OK030-

nocb HenocpeACTBeHHO CB5l30HHOll1 c TeOpV15lMV1 npOKTV1KV1, KOTOpblM V1HTepeCHbl He

CTOnbKO HOMepeHV15l V1 nnoHbl cy6beKTOB, CKOnbKO TO, KOK OHV1 «3acraB/751/0T cny-
12
L/OTbC51 TO, L/TO OHH 11ena10T» •

nPAKH1KA npeACTOBn5leT co6oi11 KOMnneKC Aeil1CTBV1111, HenocpeACTBeHHO CB5l30H-

HblX c onblTOM V1 opV1eHTV1pOBOHHblX HO V1HCTpyMeHTOnbHOe OTHOWeHV18 K 30MblC-

ny. HeonporMOTV1CTCK05l TPOAV1U.V15l OKU,8HTV1pyeT BHV1MOHV1e HO CV1TYOU.V10HHoil1

30BV1CV1MOCTV1 npoKTV14ecKoro Aeil1CTBV15l V1 ero 3MepA>t<eHTHOil1 npV1pOAe, CB5l30HHOll1

c Heo6xOAV1MOCTblO V1cnonH5lTb Aeil1cTBV15l s V13MeH5llO~V1XC5l o6cT05lTenbCTsox.

npoKrnKO npeAnonaroeT KOK PYTV1HHble - nOBTOp5llO~V18C5l, onpo6V1pOBOHHbl8,

AO>Ke OBTOMOTV14eCKV1e Aeil1CTBV15l, TOK V1 cnOHTOHHbl8 I o6ycnosneHHble He npV1Bbl4-

KOil1 V1 AO>Ke He <t>opMOnbHOil1 nornKOil1, 0 CKOpee CV1IOMV1HYTHO!l1 V1HTYV1TV1BHO!l1 peoK-

U,V1eil1 . npoKTV1KO ocy~eCTBn5leTC5l B onpeAeneHHOM KOHT8KCTe, KOTOpbii/1 CKnOAblBO-

eTC5l OT40CTV1 KOHTponV1pyeMo, OT40CTV1 cnoHTOHHO. CoorneTcrneHHO, npoKTV14ecKoe

Aeil1crnV1e - 3TO seer AO Aeil1crnV1e « HO XOAY » V1 « no xoAy » , BKnl040IO~ee V1 3HOHV15l, V1

HOBblKV1, V1 cnoco6HOCTb K pOU,V10HOnbHO-V1HTYV1TV1BHblM peOKU,V15lM B CV1TYOU.V1V1 Heonpe -

AeneHHOCTV1. nony4oeTC5l, 4TO y npOKTV148CKoro Aeil1CTBV15l eCTb CB05l co6crneHH05l

norV1KO, AO HeKOTOpoi/1 CTeneHV1 He30BV1CV1M05l OT >KenOHV1111 V1 ycTpeMneHV1111 Aeil1crny-

IO~ero cy6beKTO. V1 3TO nornKO nopOAOKCOnbHO, ei/1 He npV1CY~V1 COMOKOHTpOnb V1

B03BpOT K CBOV1M OCHOBOHV15lM 1 ee nOCTpOeHV15l onposepra10TC5l elO >K8 COMOi/1. no

cnOBOM n. 5ypAb8:

«npaKTHL/eCKOe L/YBCTBO - COL.(H0/7bH051 Heo6xo,LJHMOCTb, CTOBW051 np11po11off

H npeo6pa30BOHH051 8 MOTOpHbte cxeMbl H reneCHbte OBTOMOTH3Mbl, {70380/751-

12 K03apviHasa H.B. YKa3. co4. C. 20.

 i . onPEDEnEHV1E DV13Ail1HA 19

er npaKTJ1KGM... 6btTb OCMb/Cf7eHHb/MJ1, J1HGL/e rosop.R - HGnOJ7HeHHb!MJ1 3,Llpa-

Bb/M CMb!CJ70M. 11MeHHO noToMy, L/TO areHTbl HJ1KOr,£10 ,£10 KOH40 He 3HGIOT,
e:s:
c.
u:i

L/TO OHJ1 11enatoT, TO, L/TO OHJ1 11enatoT, 06na11aeT 60J7bWJ1M CMb/Cf70M, LfeM ±.
•:S:
<(
3
OHJ1 3HGIOT» l . "'
:s:
q:

npeAH03H04eHH051 An51 peweHJ.151 onepOH1BHblX, nocT051HHO MeH5llOLl_\"1XC51 30A04, no-

r"1KO npOKT"1K"1 HOC"1T npepb1BHblll1 xopoKTep "1 npeACTOBn51eT co6oll1 He CTOnbKO no-
14
cneAOBOTenbHble yM030Knl04eH"151, CKOnbKO « yraAblBOH"1e » Heo6XOA"1MblX peweH1-1111 . LJ.J
:s:
I
<(
noH"1MOH"1e A"130111HO KOK npOKT"1K"1 CTOB"1T nOA BOnpoc ero OTO>KAeCTBneH1<1e c::
u
C « npoeKT"1pOBOH"1eM ». npoKT"1KO - 3TO He CTOnbKO onpeAeneH1<1e 30MblCnO, CKOnb- 0
c
KO ero HcnonHeHHe co csoell1 co6CTBeHHOll1 A"1HOM"1KOll1, Hen1-1Hell1Holl1 nor1-1KOll1, Kpe-
15
OT"1BHOCTblO Aell1cTB"151 . V1 seer AO Heo6xOA"1MO yT04H51Tb oco6eHHOCT"1 TOKoro 1-1c-

nonHeH1-15I . B HOWeM onpeAeneH1-11-1 A"130ll1Ho cnoco6 1-1cnonHeH"15I yT04H51eT nOH51T"1e

KOHCTpy1-1pOBOH"1e.

KOHCTPY"1POBAH"1E B COMOM o6Ll_\eM CMblCne 03H040eT opraH"130BOHHYIO 30MblCnOM no-

cneAOBOTenbHOCTb Aell1CTB"1111, OAHOKO B HeonparMOT"1CTCKOll1 nopOA"1rMe COL.1"10nbHOro

Aell1cTB"151 3TO noH5IT1-1e o6peno AOnonH1-1TenbHb1e CMb1cnb1. KoHcTpy1-1posoH1-1e yK03blBOeT >-

c
~
HO npoL.1eccyonbHOCTb Aell1CTB"151 "1 ero COOTHeceHHOCTb c C"1TYOL.1"1ell1, nepeHOC51 OKL.leHT I
0
c npeAnocnoHHOro Aell1CTB"1IO 30Mb1Cno HO Te CMblCnbl, KOTOpb1e C03AOIOTC51 «no XOAy », "'
«B npoL.1ecce» . « 30Mb1Cen» "1 « 30Mb1Cen B 1-1cnonHeH"1"1» OK03blBOIOTC51 He TO>KAeCTBeHHbl

Apyr Apyry, nocKOnbKY <j)oKT"14eCK"1111 XOA Aell1cTB"1111 C03AOeT C"1TYOL.1"1"1, Tpe6y10LL\1<1e He

I
0
TOnbKO onepOT"1BHOro nepecMOTpo nnoHoB 1-1 pOL.1"10HOnbHOro Bb16opo c1-1TyornsHoro pe-
"'0
weHl-151, HO "1 HenocpeACTBeHHblX peOKL.1"1111, p1-1CKOBOHHblX 3KCnep1-1MeHTOB, "1MnpOB"130- "'
•:S:
::0
I
en
L.1"1111. ,D,pyr"1M"1 cnoBOMl-1, KOHCTpy1-1pOBOH"1e KOK cnoco6 ocyLl_\eCTBneHl-151 npoKrn4eCKoro
~
Aell1CTB"151 xopoKTep1-13yeTc5I nep<f>oMarHBHOCTbJO - npoKT"14eCKOll1 sonnoLl_\eHHOCTblO Aell1- ~<(
I
16
CTB"151, cnOHTOHHOCTblO "1 «C"1TYOL.1"10HHOll1 KpeOT"1BHOCTblO » .

T0K1-1M o6po3oM, B HoweM onpeAeneH1-11-1 A"130ll1Ho Mbl 1-1cnonb3yeM nOH5IT1<1e KOH-

cTpy1-1posoH1-1e B HeonporMOT"1CTCKOM nOH"1MOH"1"1 - He KOK C03AOH"1e npOAYKTO

;[:
cTporo no nnoHy, o KOK yLfaCTJ1e B npoL.1ecce ero C03AOH"151, o6noAOIOLL\eM csoell1 >
<(

13 CM. 0 nor l'1Ke npa Krn K: 6 yp Abe n . npaKrnYeCKl'1i;; CM blCn. - C n 6 . : A n eTei;;51 ; M.: V1H-TYT 3Kcnep1<1MeHT. COU"1 0 -
norl'11'1 , 2 0 00. C. 13 4 .

I
14 CM . : K03 a p1'1HOBO H.B . YK a 3. COY. C. 41 .
15 CM. no Ap06Hee: ill o ac X. YKa3. COY.
16 CM .: ,O. esmKo V1 .cJ) . Cou1-1 o n o r1-1YeCK 1<1 e rnop1-11-1 Ae 51TenbHOcrn 1-1 npaKTl'1Y ecKoi;; pau1-10 HanbHOCrn. - M.: A saHrn
nn10c, 2003 . C. 141.
20 W13Ail1H: KOHCTPYV1POBAHV1E V1 / V1nV1 nPOV13BED,EHV1E AYPbl

co6cTBeHHoil1 AV1HOMV1Koil1 V1 nornKoil1. B 3TOM cnr-me nnoH (30Mb1cen) npeACTOB-

n51eTC51 He KOHCTOHTO!l1, o nepeMeHHOil1 senwmHoil1: 30AOB051 o6w,ee Honposne-

HV1e A8il1CTBV151M, OH COM OK03blBOeTC51 nOABep>KeH MOAyn51UV151M V1 Tpe6yeT TBOp-

YeCKOro nOAXOAO .

HeonparMOTV1CTCK051 MeTOAonorV151 opV1eHTV1pyeT HO V1HCTpyMeHTOnbHOe oTHoweHV1e

K npOKTV1YeCKOMy Aeil1CTBV1IO V1 pocKpblBOeT MeXOHV13Mbl ero «CV1TYOUV10HHO!l1 KpeOTV1B-

HOCTV1 » . 0AHOKO B AV130il1He, nOMV1MO V1HCTpyMeHTOnbHOro, 8CTb ew,e OAV1H ocneKT -

3K3V1CTeHUV10nbH~il1, KOTOp~i/1 ¢oKyCV1pyeTC51 He HO TeXHOnOrV151X Aeil1CTBV151, 0 HO BO-

npocox « npo>KV1BOHV151 V1Horo onblTO » , « pocwV1peHV151 >KV13H8HHoro MV1po » , «OTKpb1TV151

JJ,pyroro » . EcnV1 scnoMHV1Tb o MV1CCV1V1 AV130il1Ho, sonpocb1 «YTo? » V1 « KOK? » oToil1AYT HO

BTOpoil1 nnoH, 0 rnOBHblM 6yAeT sonpoc « 30YeM? » . J].V130il1H-06beKT, MeTOAOnOrV1Y8CKV1M

OCHOBOM KOHCTpyV1pOBOHV151 KOToporo Mbl yAen51eM CTOnbKO BHV1MOHV151, 51Bn51eTC51 sce-

ro nV1Wb cpeACTBOM, s To speM51 KOK uenb AV130il1Ho - sne"tameHHe . J],V130il1H-o6beKT,

cnoco6Hblil1 npOV13BOAV1Tb sneYOTneHV1e, MO>KHO H03BOTb AV130il1H-npOAYKTOM. V1MeHHO

OT sneYOTneHV151 cneAyeT V1ATV1 K nOHV1MOHV1IO AV130il1H-06beKTO V1 cnoco6oM ero KOH-

CTpyV1pOBOHV151. TOK051 norV1KO 30CTOBn51eT HOC nOKV1HYTb «nosepxHOCTb » COUV10nbHblX

V1HTepOKUV1111 V1 o6pOTV1TbC51 K ¢eHOMeHonorV1V1 sneYOT neHV151.

BnE'-IATnEHl-1E - 3TO co6b1rne V1 OAHOBpeMeHHO ¢opMO coxpoHeHV151 3TOro co6blTV151.

BneYoTneHV1e OTMeYeHo noHHMOHHeM-nepeJ101saHHeM CMb1cno. Bo3HV1K051 s TOYKe

conpV1KOCHOBeHV151 BHyTpeHHero (nV1YHOCTHOro) V1 BHewHero, sneYOTn8HV1e 3onycK08T

MeXOHV13M CMblCnoo6po30BOHV151, TeM COMblM co6V1p051 po3p03HeHHble CMblCnbl V1 YYB-

CTBO - «pa36pocaHHbte KYCKH ¢YHAOMeHTO HOCT051U4ei1 >KH3HH» ( M. K. MoMOPAOWBV1nV1) .

BneYOTneHV1e Henb351 npV1BHeCTV1, HO TOnbKO npo-113secr11, C03AOTb CV1TYOUV1IO, s

KOTOpoil1 sneYOTneHV1e MO>KeT cnr-1V1TbC5!, HO on51Tb >Ke - 6e3 BC51KV1X rapOHTV1111,

CnV1WKOM TOHKO V1 A8nV1KOTHO ero npV1pOAO . JJ,n51 Toro YT06bl sneYOTneHV18 6b1no

npOV13BeAeHo, YTO-TO AOn>KHO nOAeil1CTBOBOTb HO YenoBeKO V13BH8, HO 3TO TOnbKO

npeAnOCblnKO, BeAb sneYOTneHV1e - He peOKUV151 HO BH8WHee B03A8il1CTBV18, OHO -

pe3ynbTOT KOKV1X-TO cno>KHblX npoueccos, CB5130HHblX c BHYTP8HHV1M nV1YHOCTHblM

COAep>KOHV18M.

B csoei/1 ¢eHoMeHonorV1V1 sneYOTneHV151 M.K. MoMOPAOWBV1nV1 rosopV1T o sneYorne-

HV1V1 KOK 0 «BCTpe4e '-lenoseKO c COMHM co6ofr>>: An51 Toro YT06b1 sneYOTneHV1e B03HV1Kno,

B npownoM AOn>KHO 6b1Tb nepe>KV1TO KOKOe-TO CV1nbHOe ow,yw,eHV1e, OCTOBWe8C51 He-

OC03HOHHblM, HenOH51TblM, 30TOV1BWV1MC51 s rny6V1He noM51TV1 . BneYoTneHV1e - 3TO scer-

AO npo6y>KA8HV1e KorAO-TO cnyYV1Bweroc51, B03spow,eHV1e, o6peTeHV1e yTpoYeHHoro:

 l. onPE,D,EnEH V1 E ,D, V1 3Atl! HA 21

«BneLtaTneHHe eCTb LITO-To, a LteM MHp npaB,LIHB. TaM y>Ke npo3ayLtana HCTH-

Ha. npaB,LIO, OHO TYT >Ke ywna B60K .. . TO eCTb 5' y >Ke HOXO>KY Cb B KOKOU-TO
e:s:
a._
Ul

peO/lbHOU >KH3HH, He 3H05' 3TOro, H 3TOT c/>OKT Moero HOXO>K,LleHH5' B peanb- :t

•:S:
<{

HOU >KH3HH npHC/70/7 KO MHe c/>eHOMeH KOK 6bt CHapy>KH... H BOT Br7el./OTneHH5' "'q
:s:

BX O,L/5'T B HOC paHbWe, LteM Mb/ BOW/7H B ce65', H, cne,LIOBOTe/lbHO, r70/7HOTO

H X, ocyU4ecrnneHHe aneLtaTneHH5' npe,LlnonaraeT Hawe nonHoe npHcy TCTBHe.

Mb! nepe,Ll /7Hl../OM Br7el./OT/7eHH5' HOXO,LIHMC5', KOK Bb!pO>KOeTC5' npycT, B non-

LI;
:s:
HOM COCTOBe COMHX ce65'» 17 • I
<{
c::;
u
0
,D,m1 Toro 4T06bl sne40TJleHV1e CTOno B03MO>KHblM, Heo6XOAV1Mbl AHCTOHU,HSI , o6beKT (o6- c:

pa3 ) V1 «HCKYCCTB0HHOSI cpopMO ».

AHcTOHU,HSI Heo6xOAV1MO, nocKonbKy:

«Br7el./OT/7eHHe eCTb TOK05' BeU4b, B K OTopoi1 5{ - HCr7b/Tb/BOIOU4Hi1 Br7el./OT/7e-

"'
;f_
Ul
0
HHe - BBO>KY p03/7HLfeHHe Me>K,LIY MHOU, KOTOpb!U HU4eT CM b/C/7 Br7el./OT/7eHH5'

H/7H XOLfeT r70H5'Tb ero, H MHOIO, KOTOpb!U HCr7b/Tb/BOeT 3TO Bnel./OTneHHe... .&

eCTb p03/7Hl./He Me>K,LIY HCr7b/Tb/BOIOU4HM «5'» H r70HHMOIOU4HM H/7H r7b!TOIOU4HM-

I-
18 C:
C5' r70H5'Tb «5'» . LI;
:::r
I
0
,D,eno B TOM, 4TO sne40TneHV1e He 51Bn51eTC51 MrHOBeHHblM COCT051HV1eM : B MOMeHT ca- "'
M oro ow,yw,eHV151 4enoseK He B COCT051HV1V1 4TO-TO AeC1CTBV1TenbHO nepe>KV1Tb. ,LJ,n51
Toro 4T06b1 nepe>t<V1Tb o6beKT, c HV1M HY>KHO paccTOTbC51:
I
0
«n!06HTb 0,LIHO B ,LlpyroM, a He TOr,LIO, KOr,LIO 3TO Henocpe,LICTBeHHO c To6oi1...
0"'
r70HHMOTb - n o c ne Toro, KOK l./TO-TO npOH30W/70, H /7I06HTb, H HCr7b/Tb/BOTb, "'
•:S:
:JI
I
co
Kor,LIO y >Ke o6beKTO COMoro HeT, TO eCTb BOCC03,LIOBOTb B CBOeM cep,Lll../e>/9. ~
;f_
a._
<{
V1MnynbCOM An51 TOKoro BOCC03AOHV151 MO>KeT CTOTb BHeWHV1C1 o6beKT , sepHee, o6pa3, I

sonnow,eHHblC1 s o6beKTe . TonbKO B o6pa3e 4TO-TO MO>KeT 30TpOHYTb 4enoseKa,

Bbl3BOTb He npocTo ncV1xonorV14ecKyt0 peaKL(V1t0, a nV14HOCTHOe co6b1rne . Bne40TneHV1e -

3TO co6blTV1e, KOTOpoe BbipO>t<OeTC51 He BOCKnV1L(OHV1eM « 0C1! » , a wenoTOM « 5o>Ke!

;f_
>
BoT OHO 4TO! » . Ho o6pa3, 30Knt04eHHb1C1 s o6beKTe, Mo>KeT npoV13BeCTV1 sne4aTneHV1e <{

TOnbKO nocpeACTBOM «HCKYCCTB0HHOH cpopMbl » , TO eCTb B npocTpOHCTBe KOKOro-TO

I
17 MaMOpAOWBl-lnl-1 M. K. n c1-1xonorn4eCK051 Tononorn51 n yrn. M . n pyCT. · B no1-1CKOX YTP04eHHOro speMe Hl-1 ». -
1997. C. 172.
C n 6. : V13g-so pyccK. Xp1-1cT. f yMa H1-1T . V1H crnT yrn,
18 foM >Ke . C. 154.
19 foM >Ke. C. 153.
22 ,D.V13 A ~H : KOHCTPYV1POBAHV1E V1 / V1nV1 nPOV13BE,D.EHV1E AYPbl

«TeKCTO » , KOTOpb1l71 no3sornn « npoY1HOTb » , 1-1n1-1 BcnoMHV1Tb, B 3TOM o6pa3e pa Hee

1-1cnb1TOHHoe. « VlcKyccTBeHH071 ¢opMa » AenaeT B03MO>KHol71 « BCTpeYy » npownoro

nepe>KV1BOHV171 V1 o6beKTO BO BneYOT!leHV1V1. no CflOBOM M . K . MaMOPAOWBV1flV1,

OHO AOeT YeflOBeKy «MOWHHY npOH3BO,LICTBO CMb!C/70» . 3aYOCTYIO « V1CKyccTBeHHOl71

¢opMol71 » cny>1<1-1T xyAo>KecTBeHHoe npo1-13BeAeH1-1e, HO He o67t30TeflbHO, npocTo

xyAo>KecTBeHHoe npo1-13seAeH1-1e onep1-1pyeT roTOBblMV1 o6pa3aMV1, a o6pa3 eCTb

« MOTep1-17t » sneYOT!leHV171. T OflbKO npenoMV1BWV1Cb Yepe3 « V1cKyccTBeHHYIO ¢op My » ,

BHeWHl-1171 o6beKT CTOHOBV1TC71 V1MnyflbCOM Afl71 BCnblWKV1, B CBeTe KOTopol71 OKO>KeTC71

o6Hapy>t<eHa BHYTpeHH7171 CB713b HeBH7ITHb1x, pa3p03HeHHblX AyweBHblX ABV1>KeHV1171 .

BneYaT neH1-1e BblTOCKV1BOeT YenoBeKa 1-13 aMop¢Hb1x, AV1<i><l>Y3HblX cocT071HV1171, KOK

6b1 nponycK071 1-1x Yepe3 cTpyKTYPY, « onnaB!l7171 » , ¢1-1Kc1-1py 71. B 3TOM CMblCfle BneYOT-

neH1-1e MO>KHO paccMaTpV1BOTb KOK OTnpOBHYIO TOYKY Afl71 o6peTeHV171 HOBOro onblTO

>KV13HV1 . BneYOT!leHV171 MoryT 6b1Tb pa3Horo MacwTa6a 1-1 V1HTeHCV1BHocrn - cnoco6-

Hb1e nepesepHyTb >KV13Hb V1!1V1 TOflbKO HO MV1r 030pV1Tb ee I HO B fll060M cnyYae Bne-

YOT!leHV171 np0!1V1BOIOT CBeT I B KOTOpOM >KV13Hb BblCTpOV1BOeTC71 B OCMblCfl8HHOe t...1e-

noe. BneYOT!leHV171 no3BO!l7llOT He TOflbKO peKOHCTpy1-1posaTb « yTpaYeHHoe BpeM71 » ,

HO 1-1 C03AOBOTb HOBoe speM71, npoKflOAblBOTb MOCTV1KV1 B HOBYIO pea!lbHOCTb . HoBylO

nocTOflbKY, nocKOflbKY B Hel71 MHoroe BV1AV1TC71 V1HOYe, np1-106peTaeT Apyrol71 CMblCfl .

BneYaT neH1-1e - 3TO co6b1T1-1e, OHO HOCV1T Bepo7tTHOCTHbll71 xapaKTep, no Bb1pa>1<e-

HV110 M. K . MaMapAOWBV1flV1, co6b1rne eCTb «Bbma4eHHe B KpHCT0/717 cso604Horo ,LIBJ1-

>KeHJ151» I He V1Me10w,ero 30pOHee 30AOHHOl71 HOpMbl V1 HOnpOB!leHV171 . V1 TeM He Me-

Hee, BneYOT!leHV1e MO>KHO nOArOTOBV1Tb, C03AOB CV1TYOL..IV1IO BCTpeYV1 V1HAV1BV1AO, o6b-

eKTO (o6pa3a) V1 « V1CKYCCTBeHHOl71 ¢opMbl » .

Ecn1-1 paccMaTpV1BOTb BneYOT!leH1-1e KOK t...1eflb AV130l71HepcKol71 npaKrnK1-1, TO Al-130171-

Hep no onpeAeneH1-110 AO!l>KeH 30HV1MOTbC71 opraH1-13at...11-1el71 TOKOl71 KOMMYHV1KOTV1BHOl71

c1-1Tyat...11-11-1. Co3AOeTC71 OHO nocpeACTBOM AV130l71H-npOAYKTO, KOTOpb1l71 AOfl>KeH 6b1Tb

CKOHCTpy1-1pOBOH TOK, YT06bl CllY>KV1Tb V1 BHeWHV1M o6beKTOM (o6pa3oM) I cnoco6-

HblM OKTYOllV13V1pOBOTb paHee nepe>KV1Tble, HO He OC03HOHHble OU.\YW,eHV171, V1 « V1C-

KYCCTBeHHOl71 ¢opMol71 » , Yepe3 np1-13MY KOTopol71 3TOT o6beKT Mor 6b1 6b1Tb «y3HOH » .

TonbKO nocpeACTBOM TOKoro npOAYKTO AV130l71Hep BblCTpa1-1BaeT B30V1M030BV1CV1Mb1e,

B30V1MOHanpOB!leHHble V1 CKOOpAV1HV1pOBOHHble Ael71CTBV171 c nO!lb30BOTefleM.

Ha nepBbll71 B3rfl71A, caMo onpeAeneH1-1e BneYOT!leHV171 KOK t...1en1-1 AV130l71Ha - npo6ne-

MOTV1YHO. B 3K3V1CTeHL..IV10flbHOM cpe3e BneYaTneH1-1e eCTb nepe>1<1-1saH1-1e-06Hapy>1<eH1-1e

Yero-TO OYeHb BO>KHOro Afl71 YeflOBeKO, HO 306blTOrO, yweAwero, H8AOYYBCTBOBOH-

 l . onPE,D,EnEHV1E ,D,V13Ali1HA 23

Horo. B cny4ae >Ke AV130C1Ha pe4b V1AeT o nepe>1<1-1BaH1-11-1-06Hapy:>t<eH1-11-1 CMblC-

na, CKOHCrpyHpOBOHHOrO AV130C1HepOM . nony40eTC7l, 4TO nOflb30BOTeflb AOfl-

e:s:
a..
L.O

>KeH « y3HOTb » He He4TO COKpOBeHHOe, a TO, 4TO y>t<e 30MblCJlV1Jl AV130C1Hep. ±.

•:S:
<(
(Y)
Bne40TfleH1-1e KOK 03apeH1-1e, KOK npopb1B B pea!lbHOCTb noAMeH7leTC7l KOKV1M-TO :s:
C!
3apaHee cpe>1<1-1cc1-1poBOHHblM npeACTOBfleHV1eM . 0AHOKO np1-1BHeceH1-1e AV130C1-

HOM V1CKYCCTBeHHOCTV1 B CTOJlb JlV14HOCTHOe Aeflo TOJlbKO HO nepBblC1 B3rfl7lA KO-

>KeTC7l rpy6blM BTOp>KeHV1eM. D,1-130C1Hep C03AOeT CV1TYOU,V1IO Bne40TJleHV17l, HO

3TO TOflbKO c1-1Tyau,1-17l, V1 no!lb30BOTeflb cBo6oAeH B HeC1 . Ecn1-1 AV130C1H-npoAyKT

s
I
<(
c::
oKa>KeTc7l « CV1flbHOC1 <t>opMoC1 » , cnoco6HoC1 nopo>t<AOTb B ce6e CBOV1 co6crneHHb1e u
0
c
COAep>t<OHV17l V1 Bbl3blBOTb OTKJlV1K B ApyroM 4eflOBeKe, OKTYOllV13V1PY7l ero JlV14HblC1

OnblT' OH 6y AeT TOC1 COMOC1 « MGWHHOH npOH3BOACTBG CMb/CflOB » ' a BOBCe He •

V1HCTpyMeHTOM MOHV1ny Jl7ll.J,V1V1 .

(Y)

TaKV1M o6pa3oM, AV130C1Hep, pa3pa6aTblB07l KOHu,enu,1-110 cBoero npoAyKTa, ;I.

L.O
0
AOJl>KeH KOHCTpy1-1poBOTb 6yAYli..lYIO KOMMYHV1KOTV1BHYIO CV1TYOU,V1IO - CHTY04HIO
sne11orneHHJ1 . Ho B03MO>KHO flV1 C03AOHV1e TOKOC1 c1-1Tyau,1-11-1, Y4V1TblB07l cnoH-

TOHHb1C1, HenpeACK03yeMblC1 xapaKTep Bne40TneH1-17l? Ha Hero Mbl y>t<e orneTV1-

I-
C
flV1 - B03MO>KHO. 3To CflO>KH07l 30A040, HO AV130C1Hepy npV1AeTC7l ee peWOTb. UJ
::r
I
Bonpoc 30Kfll040eTC7l B TOM, KOKV1M AOfl>KeH 6b1Tb AV130C1H-npoAyKT, cnoco6Hb1C1 0

c 6onbweC1 CTeneHblO Bep07lTHOCTV1 C03AOTb CV1TYOU,V1IO Bne40TfleHV17l. D,V130C1Hepy

"'
npeACTOV1T, KOK y>t<e 6blfl0 CK030HO, KOHCTpyV1pOBOTb « ABO B OAHOM » : V1 o6b-

eKT (o6pa3), V1 « V1CKyccrneHHYIO <t>opMy » - KOHTeKCT y3HOBOHV17l o6pa3a . I

0

3HAKOBblll1 nPOAYKT - 3TO npOAYKT, C03AOHHblC1 V1 BocnpV1HV1MOeMb1C1 npe>t<Ae Bcero

"'
0
"'
•:S:
::0
KOK CMb1cnoBoe o6pa30BOHV1e, 1-1 y>t<e noToM KOK cPYHKU,V10HOflbHb1C1 o6beKT. Ecn1-1 I
co
:s:
I-
nOHV1MOTb nOA AV130C1HOM npOKTV1KY 04ep4V1BOHV17l rpOHV1U,bl, npOV13BOA7lLl..(eC1 CMblCJlbl,
~
<(
I
3HOKOB07l npV1pOAO AV130C1H-npOAYKTO CTOHOBV1TC7l 04eBV1AHOC1. D,pyroe AeflO, 4TO 3TO

oco6eHHb1C1 3HOKOBblC1 npOAYKT, KOTOpb1C1 AOfl>KeH 6b1Tb He TOflbKO « npo4V1TOH » , HO V1

nepe>KHT BO Bne40TJleHV1V1 . Lho6b1 C03AOTb TOKOC1 npOAYKT, AV130C1Hepy npV1AeTC7l He

npocTo nopa6oTOTb, a npoC1TV1 HeKV1C1 nyTb. Op1-1eHrnpaMV1 HO 3TOM nyrn nocny>t<aT ;I.
>
<(
xapOKTepV1CTV1KV1 AV130C1H-npOAYKTO, KOTOpble, HO MOC1 B3rfl7lA, MO>KHO CBeCTV1 K

«T peM KV1TOM » : KOMMYH"1KCT"1BHOCTb, KOHU,enryanbHOCTb, KOHTeKcryanbHOCTb .

KoMMYH"1KCT"1BHOCTb KOK xapaKTepV1CTV1KO AV130C1H-npOAYKTO B03BpOLl..lOeT K « V1C-

KyccTBeHHOC1 <Pop Me » , orneTCTBeHHOC1 30 cornacoBaHHoe noHV1MOHV1e. To, 4TO AV1-

30C1Hep He npoCTO C03AOeT o6beKTbl, a 30Kfl0AblBOeT B HV1X KOKYIO-TO V1Ael0, AOB-

I
24 ,IJ,V13Ail1H : KOHCTPYV1POBAHV1E V1 / V1nV1 nPOV13BE,IJ,EHV1E AYPbl

HO nOH5lTO. 0AHOKO HO 3TOM YOCTO OCTOHOBnV1BOIOTC5l, 306blB05l, YTO AV130i:1H CO-

BepwoeTC5l He TOnbKO B ronose AV130i:1Hepo, HO V1 B ronose nonb30BOTen5l . BoT no-

YeMy AV130i:1Hepy HOAO AYMOTb He TOnbKO o TOM, K0Ky10 V1Aet0 3ono>KV1Tb B o6beKT,

HO V1 0 TOM, KOK 6yAeT « BeCTV1 » ce65l 3TOT npOAYKT B none KOMMYHV1KOL..1,V1V1, KOKV1e

CMb1Cnb1 « CYV1TOeT » nonb30BOTenb, V1 YTO HOAO AenOTb, YT06b1 Honposn5!Tb 3TOT npo-

L.J,ecc. 3o K nOAblB05l B o6beKT HeKV1i:1 CMblCn, AV130'71Hep AOn>KeH nOHV1MOTb, YTO 3TO

scero nV1Wb sep05!THOCTb Toro nOHV1MOHV15l, KOTopoe MO>KeT B03HV1KHYTb I V1 eMy He-

o6XOAV1MO onpeAenV1Tb cnoco6b1 csoero yYoCTV15l B C03AOHV1V1 3TOi:1 sepo5!THocrnoi:1

peonbHOCTV1 B npoL..1,ecce KOMMYHV1KOL.J,V1V1 c nonb30BOTeneM .

KoHu,emyanbHOCTb onpeAen5leTC5l ponblO 30Mb1cno B AV130i:1He. ,0,V130i:1H-npoAyKT -

3TO o6beKT, 30Knt0Y010ll..\V1'71 B ce6e V1Aet0 V1 5!CHO ee Bb1po>t<OIOL1..\V1'71 . 30Mb1cen ne-
>KV1T B OCHOBe AV130i:1HO y>t<e noTOMY I YTO AV130'71HepCK05l npOKTV1KO HOYV1HOeTC5l c

30K03o, V1nV1 c nocTOHOBKV1 30AOYV1 . Ho K OK cKnOAblBOeTC5l 3TOT 30Mb1cen, B KOKV1X

<t>opMOX OH Cyll..\eCrnyeT V1 KOK po6oTOeT - OTBeTbl HO 3TV1 BonpoCbl BOBCe He OYe-

BV1AHbl. 30AOYY CTOBV1T 30 K 03YV1K, HO 30Mb1Cen - Aeno AV130i:1Hepo, KOTOpb1'71 p03BO-

pOYV1BOeT era B KOHL..1,enL..1,V110, 30AOIOL1..\YIO rpOHV1Ll,bl Aei:1CTBV1IO, npV1YeM po60TO HOA

KOHL.J,enu,V1ei:1 He 30BepwoeTC5l K MOMeHTY HOYOno po60Tbl HOA o6beKTOM. 3oMblCen,

c KOTOporo AV130171Hep HOYV1HOeT, - 3TO TOnbKO OTnpOBH05l TOYKO era Ae5!TenbHO-

CTV1, coAep>t<OHV1e KOTopoi:1 30KnlOYOeTC5l B npou,ecce V1cnonHeHV15l 3Toro 30 M b1cno .

A V1CnonHeHV1e 30Mb1cno seer AO sneYeT ero TeKYLJ..\YIO K oppeKrnposKy .

ToKV1M o6po3oM, 30Mb1cen B AV130i:1He npeACTOBn5leT co6oi:1 He CTOTV1YHoe, o AV1-

HOMV1YHoe HOYono. BoT noYeMy AV130i:1Hep He MO>KeT orpoHV1YV1TbC5l po3po6oTKoi:1

KOHU,enU,V1V1 V1 30TeM OTAOTb ee KOMY-TO An5l « peonV130U,V1V1 » - OH AOn>KeH COM KOH-

TpOnV1pOBOTb ee V1CnonHeHV1e V1 OTBeYOTb 30 nonyYeHH~i:1 pe3ynbTOT . KoHu,enu,V15l

OYepYV1BOeT rpOHV1U,bl 6yAyll..\ero Aei:1CTBV15l, HO 3TV1 rpOHV1U,bl HeCT06V1nbHbl, nOCKOnb-

KY Aei:1cTBV1e 6yAeT npoxOAV1Tb B none HeonpeAeneHHocrn, YTO noTpe6yeT M06V1nb-

HOCTV1, rn6Kocrn, 6b1CTporo peornpoBOHV15l no XOAY Aeno .

npoKTV1KO npeAnOnoraeT OKTV1BHOe B30V1MOAei:1CTBV1e 30MblCnO C npOV1CXOA5lll..\V1MV1

V13MeHeHV15lMV1 TeXHV1YeCKV1X nopoMeTpos, 6t0A>KeTo, cou,V10nbHblX ycnoBV1i:1, snocT-

Hb1x npeAnV1COHV1'71, MOAbl, O>KV1AOHV1i:1 30K03YV1KO V1 T.A. npV1YeM onpeAen5!Tb V1 Me-

H5!Tb CV1TYOU,V1IO 6yAyT He TOnbKO BHeWHV1e cPOKTOpbl - COM AV130i:1Hep 6yAeT Me-

H5!TbC5l, B TOM YV1Cne ero nOHV1MOHV1e nepBOHOYOnbHOrO 30MblCnO. nonyYOeTC5l, YTO

c MOMeHTO nonyYeHV15l 30K030 AO npeACTOBneHV15l roTosoro npOAYKTO B KOMMYHV1-

K OTV1BHO M npocTpOHCTBe AV130'71Hep 30HV1 M OeTC5l K OHU,enTyonbHOi:1 Ae5!TenbHOCTblO.

 1. onPE.UEnEHV1E ,UV13Ail1 HA 25

B 3TOM CMb1cne AM30il1H TOTOllbHO KOHL\enTyaneH, HO 3TO KOHL\enTyanbHOCTb oco6o-

B
ro pogo - He orpaHM4MBOI0~051 cso6ogy, a cKopee npegnonara10~051 ee . :s:
a..
LC

KoHL1enL1M5I, c ogHoi/1 cTopoHbl, gaeT 51CHoe noHMMOHMe MecTa, B KOTopoM AM- ±.

>:S:
<{

30il1Hep HOXOAM TC51, npOKllOAblBOeT pycno Afl51 MblCllM M gena, orpOHM4MBOeT cno - "'
:s:
C[

TOHHOCTb I ycMMp51eT KpeOTMBHble nopb1Bbl M B03Bpa~aeT MX B 30AOHHble rpOHML\bl i

c gpyroi/1 - 51BJ151eTC51 rapOHTOM CB060Abl M B03MO.>KHOCTblO Heo6xogMMblX onepaTMB-

HblX M3MeHeHMil1. TaK 4TO KOHL\enl\"151 BOBCe He MOHOJlMT, He npoeKT , KOTOpb1il1 MO.>K-
w
:s:
HO CH040Jl0 paCC4MTOTb, a nOTOM « peOJlM30BblBOTb » . 5ygb 3TO TOK, AM30il1Hepa cne- :r:
<{
c:
AOBOJlO 6b1 npMpOBH51Tb K MCnOJlHMTelllO TeXHM4eCKoro 30AOHM51, BblnOJlHeHMIO KOTO- u
0
c
poro MO.>KHO o6y4MTb n106oro .>t<ena10~ero.

KoHL1emyanbHOCTb B AM30il1He CB5130HO c ero cnoco6HocTblO BHOCMTb rpaHML\Y.

,LJ,1-13ail1H KOK npaKrnKO rpOHML\bl npegCTOeT He o<t>opMlleHMeM M3H040JlbHO c¢opMy-

llMpOBOHHOro cogep.>t<OHM51, a geillcTBMeM, C03AOIO~MM ycnoBM51 Afl51 n051BlleHM51 co-

gep.>t<OHM51 . CaM OKT BHeceHM51 rpaHML\bl BblCeKaeT « MCKpy » CMb1cna, no3TOMY M3H0-

40llbHblil1 30Mb1Cell, MllM KOHL\enl\"151, cny.>t<MT MMnyllbCOM K geil1CTBMIO M cpegCTBOM

KOOPAMHOL\MM 3rnx geil1crn1-1 il1.

,LJ,1-13ai11H H04MHOeTC51 c 4eTKO o¢opMlleHHOro 30M blCJ10, KO T Opb1il1 B npOL\eCce MC-

nonHeHM51 HOAO nOCT051HHO MeH51Tb, B pe3yllbTOTe 4ero n051BJ151eTC51 npogyKT CTOJlb

.>Ke O.>t<MAOeMb1il1, CKOllb M HeO.>t<MAOHHblill. Bee npoMCXOAMT no npMHL\Mny «Tb! HUKor-

,aa 6b1 He ucKan MeH51, ecnu 6b1 y >Ke He Howen». Mano Toro, 4TO pe3yllbTOT TPYAHO -

npegcKa3yeM, OH M AOJl .>K eH 6b1Tb TOKOBblM : CTp051 CBOIO ge51TeJlbHOCTb HO OCHO- :r:
0
Be KOHL\enl\MM, AM30il1Hep AOJl.>KeH nocT051HHO pa6oTOTb c Hei/1 M npeo,aoneBOTb ee 0""
""
>:S:
B npOL\eCce MCnOJ1HeHM51 . V1 MeHHO B 3TOM npeogoneHMM rpOHML\, co6010 .>Ke yCTa- ::0
:r:
co
HOBJleHHblX, B YllOBKOX MX o6oil1TM npM coxpaHeHMM MX CTOTyca AM30il1Hep CTOHOBMT- ~
;[_
a..
C51 cnoco6HblM K C03AOHMIO CMTYOL\MM sne4aTneHM51 . <{
:r:

K oHT0KCTY011bHOCTb B03Bpa~aeT HOC K « npegn04TMTellbHOMy» r. Cai11MOHO M « opra-

HM4HOMy » r. 3eMnepa . 3TM XOpOKTepMCTMKM pell51TMBHbl, COOTBeTCTBeHHO , AM30i/1H -

npOAYKT npeACTOBJ151eT co6oi11 He He30BMCMMYIO, COMOAOCTOT04HYIO cy6cTOHL\MIO,

a «pell51L\MOHHYIO peOJlbHOCTb » - L\ellOCTHOCTb I KOTOp051 Beer AO HOXOAMTC51 B npOL\eCce

CTOHOBJleHM51, a He cy~eCTBOBOHl-151 .

Bee geno B oco6eHHOCTM npaKTMKM soo6~e, 1-1 AM30il1HepcKoil1 npaKTMKM B 40CT-

I
HOCTM - B ee CMTYOTMBHOill o6ycnOBlleHHOCTM, M, KOK cnegCTBMe, - CMTYOTMBHOM, MllM

KOHTeKCTYOllbHOM, XOpOKTepe npOAYKTO. npaKTMKO COnp51.>t<eHO C 3KCnepMMeHTOM,

pMC KO M, HenpeACK03yeMOCTblO. BcnOMHMM onpegeneHMe r. Cai11MOHO : AM30il1HOM 30-

26 JJ,V13A~H : KOHCTPYV1POBAHV1E V1 / V1JlV1 nPOV13BEJJ,EHV1E AYPbl

HV1MOeTGI KO>KAblJll, KTO H3o6peraer nop.RAOK ,t:/eHCTBHH, V1MelO~V1111 weflblO V13MeHe-

HV1e cy~ecrny10~V1x CV1TYOWV1111 B npeAnO'ITHrenhHhJe cHryaqHH. D,V130Jl1Hep AO!l>KeH
BflOAeTb MeTOAOflOrV1eJll V1 B TO >Ke BpeM51 nocT051HHO V1306peTOTb ee. V1MeHHO TOK,

noToMy 4TO eMy npV1AeTC51, KOK BC51KOMY npaKTV1KY, AeillCTBOBOTb B nocT051HHO Me-

H5!10~eJllc51 CV1TYOWV1V1. npaKTV1KO, OCHOBblB051Cb HO PYTV1HHblX, npV1Bbl4HblX cnoco6ox

AeillcTBV151, opV1eHTV1pyeT HO 3KcnepV1MeHrnpoBOHV1e c 3TV1MV1 cnoco6aMV1 V1 V13o6pe-

TeHV1e HOBblX. Pe115ITV1BHb1Jll xapaKTep npaKrnKV1 onpeAe115leT V1 yc110BV15! 3¢¢eKrnBHo-

CTV1 Aeil1CTBV1111 : OHV1 6y AyT TOKOBblMV1, ec11V1 H040Tbl c 51CHblM noHV1MOHV1eM Toro, 4TO

HOAO AeflOTb, TO eCTb - B 4eTKV1X rpOHV1L_\OX KOHL_\enL_\V1V1; c Apyroill CTOpOHbl, BCer-

AO AO!l>KHO npV1CYTCTBOBOTb rOTOBHOCTb ABV1rGTb 3TV1 rpOHV1L_\bl, coo6pa3y51cb c B03-

HV1KOIO~V1MV1 o6CT051Te/lbCTBOMV1 .

3rnM V1 onpeAe!l51eTC51 KOHTeKCTYOllbHOCTb AV130111H-npOAYKTO, 0 KOTOpOM He!lb-

351 CK030Tb « ny4wV1111 » , HO MO>KHO CK030Tb « npeAn04TV1Te!lbHblill » V1 noToMy 3¢¢eK-

TV1BHb1Jll. BeAb ec11V1 «11y4wee » AO!l>KHO V1MeTb KOKOJll-To BHeWHV1Jll KpV1TepV1111, TO

« npeAn04TV1Te!lbHOe » onpeAe115leTC5! CV1TyawV1eill, KOHTeKCTOM. KoHTeKCTYOllbHOCTb

OTHOCV1TC51 He TO!lbKO K npOAYKTY I HO V1 K AV130JllHepcKoMy AeJllCTBV1IO, KOTopoe

He npocTo Y4V1TblBOeT o6cT051Te!lbCTBa, B KOTOpb1x OHO npoV1CXOAV1T, o npeACTOB-

!l51eT co6oJll p03HOo6pa3HOe V1 OT40CTV1 cnOHTOHHOe B30V1MOAeillcTBV1e co BCeMV1

acneKTOMV1 CV1TYOWV1V1, OKTV1BV13V1py10~ee npOKTV14eCKOe B006pa>KeHV1e V1 cnoco6-

HOCTb V1MnpoBV13V1pOBOTb. KoHwenWV151 B 3TOM c11y4ae pa6oTaeT KOK nOABV1>KH051

rpaHV1WO, no3BO!l5ll0~051 rn6Ko V1 onepaTV1BHO peornpoBOTb HO Bbl30Bbl nocT051HHO

MeH5!10~eJllc51 CV1TYOWV1V1 6e3 noTepV1 opV1eHTOL_\V1V1.

BepHeMC51 K TOKoJll xapaKTepV1CTV1Ke AV130JllH-npoAyKTO, KOK « opraHV14HOCTb »

(r. 3eMnep). Ha MOJll B3r!l51A, ee MO>KHO np04V1TOTb V1 KOK « yMeCTHOCTb » I V1 KOK

« 3CTeTV14HOCTb » . YK030HV1e HO 3CTeTV14eCKV1e xapoKTepV1CTV1KV1 AV130JllHepcKoro npo-

AYKTO cTano o6~V1M MeCTOM, B HV1X HanoMV1HOeT o ce6e TO coM051 « KpocoTo » ,

KOTopy10 HOAO 6b1110 COBMeCTV1Tb c « no11b30Jll » B npeAMeTe noTpe611eHV15!. Ho AV1-

30JllH TeM V1 OTflV140eTC51 OT cBoero npeATe4V1 « XYAO>KecrneHHoro npoV13BOACTBO » ,

4TO He « COBMe~oeT » OAHO c ApyrnM, 0 C03AOeT HOBOe K04eCTBO, B KOTOpOM

HeT « KpOCOTbl » V1 « nO!lb3bl » I 0 eCTb TO I 4TO r. 3eMnep onpeAe!l51eT KOK « opraHV1-

4eCKV1 He06XOAV1MOe ». V1 eC!lV1 rOBOpV1Tb 06 3CTeTV14eCKOM B AV130Jl1He, TO V1MeH-

HO B 3TOM CMblC!le - 3CTeTV14eCKOe KOK opraHV14HOe .

OpraHV14HOCTb CBV1AeTe11bcrnyeT o cnoco6Hocrn AV130il1Ho AeflOTb o6beKT npeA-

MeToM 30V1HTepecoBOHHoro nepe>KV1BOHV151, conpoBO>KAOeMoro V1HTepecoM K TOMY

 1. onPEDEnEHV1E DV13A~HA 21

<«-no 3TO 3HOYIH » M « KOK 3TO c,o,enoHo ». Y,o,osonbern1-1e OT opraHMYHOeTM npo,o,yKTO

eeTb yyserneHHblrl1 3KBMBoneHT sneYOTneHM71. Ho,o,o noMHMTb, YTO sneYoTneHMe - 3TO

e:s:
a..
LD

He o67130TenbHO noTp.s:1eeHMe, M ,D,M30rl1H-npo,o,yKT, KOK npoBMno, Bbl3blBOeT He KOTOp- :t

>:S:
<(
CY)

e1-1e, o y ,o,osonbern1-1e. :s:

Cl:
ToK noHMMOeMo.s:1 opraHMYHOeTb ,o,1-13of11H-npo,o,yKTo eo3,o,oeTe.s:1 OKTOM 3eTern30-

u,1-11-1, M B 3TOM eMblene ,D,M30rl1H-npo,o,yKT MO>KHO poeeMOTpMBOTb KOK 3eTeTMYeeKMrl1

o6beKT, HO e orosopKOMM . CyTb OKTO 3eTeTM30L.J,MM eoeTOMT B yeToHosneHMM onpe-

UJ
:s:
I
,o,eneHHOrl1 ,D,MeTOHU,MM Me>K,o,y o6beKTOM M 3pMTeneM, 6naro,o,op.s:1 KOTOporl1 o6beKT <(
c:
u
OK03blBOeTe71 MeKyeerneHHO M3b71TblM M3 nOTOKO >KM3HM, 30BepweHHblM, npe,o,eTOB - 0
c
20
neHHblM KOK u,enoeTHOeTb . 0,o,HOKO B OTnMYMe OT xy,o,o>KeerneHHOro rnopyeerno,

B KOTOpOM 3eTeTM3MpyeTe71 o6beKT KOK TOKOBOrl1, B ,D,M30rl1He OKTY 3eTeTM30L.J,MM no,o,-

sepraeTC71 M,D,e71 . .D,pyrMMM enOBOMM, B MeKyeeTBe ,D,MeTOHL.J,"171 HOMHOro 6onbwe,

CY)

YeM B ,D,M30rl1He, n03TOMY xy,o,o>KeerneHHOe npOM3Be,o,eHMe eTOHOBMTe71 o6beK- ~

LD
0
TOM eo3epu,OHM71-nepe>t<MBOHM71, B TO speM71 KOK ,D,M30rl1H-npo,o,yKT - npe,o,MeTOM

nOHMMOHM 71-nepe>t<MBOHM71.

CMbren 3eTeTM30L.J,MM He TOnbKO B TOM, YT06b1 e,o,enOTb B03MO>KHblM 3eTeTMYeeKoe

....c
nepe>KMBOHMe, HO M y,aep>KGTb ero BO sneYOTneHMM. 5naro,o,op71 3eTeTM30L.J,MM o6beKT UJ
::r
I
CTOHOBMTe71 ,D,M30rl1H-npo,o,yKTOM, KOTOpb1rl1 MO>KeT nop03MTb, HO He MO>KeT HonyraTb. 0
"'
>KenoHMe noH06n10,o,0Tb 30 onoeHoeTblO M3 6e3onoeHoro MeeTo snonHe eeTeerneHHO

,o,n71 YenoBeKO, Be,D,b 6e33KpOHH071 BCTpeYO e peonbHOeTblO po3pyw1-1TenbHO. 3KpOH -

3TO M eeTb ,D,MeTOHU,M71, MHTepson, KOTOp~rl1 ,o,oeT speM71 nepeseeTM ,D,~XOHMe, I

0
yenoKOMTbe.s:1, ys1-1,o,eTb M nOH71Tb. 0"'
"':z;
>:S:
KoHTeKeTyonbHOeTb npe,o,nonoroeT He TOnbKO opraHMYHoeTb-3eTeTMYHOeTb, I
co
:s:
....
Ho 1-1 opMrnHonbHOeTb . Co6b1T1-1e ,o,1-13ofl1Ho noToMy 1-1 Bbl3blBOeT nepe>t<MBOHMe, YTO
~<(
eonpoBO>K,D,OeTe71 oeTpbiM YyBeTBOM OTKpb1TM71, npOHMKHOBeHM71 B poHee HeBe,o,o- I

MOe. >K1-13Hb M Hosoe eB7130Hbl Hepo3pb1BHO, soMeTMHY, «>Kusoe OTl7U'-laerc.R or He-

21
>1<usoro TeM/ '-ITO OHO scer,aa MO>KeT 6btTb '-ITO-TO UHOe » . .D,1-130rl1H B036y>t<,o,OeT

Yyserno >KM3HM, YTO ,o,n.s:1 u,1-1s1-1n1-13ou,1-1rl1, neperpy>t<eHHblX, 3ownoKOBOHHblX roTo-

BblMM <t>opMOMM, - 6e3yenOBH071 u,eHHOeTb . lno6onbH071 6oHOnM30L.J,M71, nopo>t<-

,o,eHH071 oMoeeosneHMeM KynbTYPbl, OMeprnn.s:1eT see, K YeMy np1-1KoeoeTe.s:1. Bee

poeYepYeHO, 300prOHM30BOHO, see Tpon~ npoTopeH~ M onropMTM~ poeeYMTO-

Hbl, OTelO,D,O oeo6oe sneYeHMe K HOBOMY. 3,o,eeb eeTb 0,0,MH HIOOHe - BOeTpe6o-

20
21
CM . 06 3CTern30L\V1"1: M.M. 5axrnH. 3CTernKa cn oseCHoro rnop4ecrna. 2-e V13A. - M .: V1cKyccrno, 1986 .
<))yKO M . >Kvi3Hb : onblT vi HOyKa I I BonpoCbl ¢>vinoco¢>vivi, N 5, 1993. C. 51. I
 28 ,D,V13Ail1H : KOHCTPYV1POBAHV1E V1 / V1nV1 nPOV13BE,D,EHV1E AYPbl

BOHHblM OK03blBOeTC51 He HOBOe, o, CKopee, HOBOe 811,LleHHe, HOBblC1 poKypc, HO-

soe npoYTeH1-1e .

D,eC1crn1-1TeflbHO, Hosoe s u,1-1s1-1n1-13ou,1-151x npo6neMOTV1YHO, HO Aeno AO:>t<e He s ero

Ae<t>1-1u,1-1Te, 0 B TOM, YTO OHO He oco6eHHO BOCTpe6osOHO. Bo-nepBblX, HOBOe KOK

npe:>t<Ae HeBV1AOHHOe He MO:>KeT HV1Yero HOnOMHV1Tb, 0 noToMy Afl51 noCTV1:>KeHV151 Tpe-

6yeT yc1-1n1-151; BO-BTOpb1x, Hosoe - 3TO scerAO noTeHU,V10flbH071 onocHOCTb, o np1-1sb1Y-

KO K KoM<t>opTy He pocnonaroeT K p1-1cKy . B 3TOC1 c1-1Tyou,1-11-1 ocToeTC71 AOBOflbCTBO-

BOTbC71 V1H06b1T1-1eM Hosoro - 11HblM. Cneu,1-1on1-1cToM no V1HOMY, V1flV1 op1-1r1-1HOflbHOMY,

B 3TOM MV1pe CTOHOBV1TC51 AV130C1Hep .

Tenepb, Kor AO 3HOYeH1-1e KO:>KAOro KfllOYesoro cnoso s HoweM AV1CKypce o AV130C1-

He yToYHeHo, MO:>t<HO c<t>opMyn1-1posoTb onpeAeneH1-1e:

A"13Ai:1H ECTb KOMMYH"1KAT"1BHA51 nPAKT"1KA KOHCTPY"1POBAH"151 3HAKOBoro nPOAYKTA,

cnocoE>HOro C03AABATb C"1TYAL.J,"1IO BnE'-IATnEHl-151 .

nosToplOCb, 3TO onpeAefleH1-1e He npeT8HAY8T HO « OKOHYOT8JlbHOCTb » I « nOflHO-

TY » 1-1n1-1 « V1CTV1HHOCTb » , ero u,eHHOCTb - s V1HCTpyMeHTOflbHOCTV1. CMe~eH1-1e oKu,eH-

TO HO KOMMYHHKGTHBHOCTb AV130C1HepCKOC1 npOKTV1KV1 n03BOJ151eT onpeA8flV1Tb ycno-

Bl-151 V1 pecypCbl, o6ecneYV1BOIO~V1e ee 3<t><t>eKrnBHOCTb, OnTV1MOflbHO CKOOpAV1HV1pO-

BOTb OHOJ1V1TV1YeCKV1e V1 KpeOTV1BH~e Aee1CTBV151, HOKOHeU, - OC03H0Tb MV1CCV1IO AV1-

30C1HO. noc!leAHee He B MeHbWeC1 CTeneHV1 V1HCTpyMeHTOJlbH0 1 nOCKOJlbKY TOJlbKO

HO 6o3e n03V1TV1BHOC1 ycTOHOBKV1 B OTHOW8HV1V1 ce671 V1 csoero A8fl0 AV130C1Hep cno-

co6eH OCBOV1BOTb npo<t>ecCV10HOJlbHble T8XHOJ10rV1V1 V1 3<t><t>eKTV1BHO V1X V1CnOflb30BOTb.

 29

e:s:
Cl..
U)

i
•:S:
<(

2. 3AKOH « HE,D,EnV1MOCTV1 AYPbl » B ,D,V13All1HE "'Cl:

:s:

EcnV1 l...lenb AV130il1Ho - sneYOTneHV1e, 3HOYV1T, C03AOBOeMblil1 V1M npOAYKT AOn>KeH

V1MeTb KOKOe-TO oco6eHHOe KOYeCTBO. 5lcHO I YTO KOHL...lenTyOnbHOCTb I KOHTeKcTyOnb-

w
HOCTb V1 KOMMYHV1KOTV1BHOCTb He MoryT o6b~CHV1Tb cnoco6HOCTb C03AOB0Tb CV1TYOL...lV1IO :s:
I
<(
c
BneYOTneHV1~ . 3TV1 xopOKTepV1CTV1KV1 TOnbKO nOACK03WBOIOT V1 nepeBOA~T BHV1MOHV1e u
0
c
c «Teno » AV130C1H-npoAyKTO {HeKOToporo MOTepV10nbHOro V1nV1 V1AeOnbHOro o6beKTO)

HO ero « Aywy » - o6po3 . M0Tep11eil1 sneYoTneHV1~ ~Bn~eTc~ o6po3, no3TOMY co3- ..

AOHV1e AV130il1H-npOAYKTO - 3TO C03AOHV1e o6p030. V1 3AeCb eCTb npo6neMO: o6po3

Henb3~ C03AOTb B CMblCne cnO>KV1Tb V13 COCTOBHblX YOCTeill - o6po3 51Bn51eTC51 COM .

,D,pyrV1MV1 cnOBOMV1, AV130il1Hep AOn>KeH o6nOAOTb cnoco6HOCTblO K 811~eHl1IO o6po-

30 I YTO seer AO npeACTOBn~nOCb npeporaTV1BOC1 XYAO>KHV1KO. noH~Tb cnel...lV1<PV1KY AV1-

..
30C1HepcKoro BV1AeHV1~ - 3HOYV1T noH~Tb npV1pOAY AV130il1HepcKoro KpeOTV1BO, V1 6e3

pocCMOTpeHV1~ CB~3V1 AV130C1HO V1 V1CKYCCTBO 3AeCb He o6oi11TV1Cb. >-

cw
::r
06Hopy>KV1Tb 3TY CB~3b He npeACTOBn~eT TPYAO - AV130il1H V1 11cKyccTBO CB~30Hbl I
0
V1CTOpV1YeCKV1 V1 reHeT11YeCKV1 . He cnyYoillHo B nepsb1x nonblTKox oCMb1CnV1Tb Hosy10 npoK- "'
rnKy ¢V1rypV1pOBOnV1 TOKV1e onpeAeneHV1~ AV130il1HO, KOK « XYAO>KeCTBeHHOe npOV13BOA- ..
CTBO» V1nV1 « XYAO>KecrneHHOe npoeKTV1pOBOHV1e » . npV1 3TOM POACTBeHHble OTHOWeHV1~ I
0
AV130C1HO c V1CKyccTBOM V1HTepnpeTV1pOBOnV1Cb HeOAH03HOYHO - B AV130C1He BV1AenV1 He- "'0
YTO, OTnOBWee OT V1CKYCCTBO, cypporaT V1nV1 1
V1MV1TOL...lV1I0 . V1cKyCCTBO KOK npo~BneHV1e "'J5
•:S:
I
CB060AHOC1 BOnV1, KOK 6eCKOpb1CTHOe cny>KeHV1e KpOCOTe K030nOCb COBepweHHO YY>K- "'
:s:
>--

AblM npoKrnKe « XYAO>KeCTBeHHOill » o6po6oTKV1 npeAMeToB noTpe6neHV1~ B cepV1il1HOM ~<(

I
npOV13BOACTBe. Ho KOK 6b1 HV1 6b1n11 COMHV1TenbHbl c xy Ao>KeCTBeHHOill TOYKV1 3peHV1~

nepswe npo~sneHV1~ AV130il1HepcKV1X ycV1nV1C1, cnoco6HocTb AV130C1Ho HOAen~Tb npeA- ..

I
MeT noTpe6neHV1~ « 040pOBOHHeM 6eCL-1enbHOHHrpbt» (B. 3oM60pT) Tpe6osono BHV1MO-

HV1~ V1 6onee BblAep>KOHHOrO TOHO.

HecMoTp~ HO 11cTop11YecKy10 orpoHV1YeHHOCTb nOHV1MOHV1~ V1CKyccTBO KOK OKTO 60-

rOBAOXHOBeHHoro rnopeHV1~, KOTopoe, KOK V13BeCTHO, cno>KV1nocb B 3noxy PeHeccoHco ..
V1 6b1no B03BeAeHo B AOrMy poMOHTV13MOM, HOM TPYAHO OT Hero OTK030TbC~. V1 YeM
I
•:S:
<(

"'
:s:
Cl:
l CM. 06 '1CT0p'1'1 npo6neMOT'1301..('1'1 A'130C1Ha: n ona r.H. YKa3. COY. c. 63- 84.
30 DV13AillH : KOHCTPYV1POBAHV1E V1 / V1nV1 nPOV13BEDEHV1E AYPbl

6onee BblpO>KeHbl MeTOMop¢o3bl, npeTepnesaeMble V1CKYCCTBOM HO npOHDKeHV1V1 no-

cnegHero CTOfleTV171, YeM OYeBV1AHee CTOHOBV1TOl ero 3KCnep111MeHTOJlbH07l, V1HTefl-

JleKTYOflbH071 CTOpOHO, TeM KpenYe Mbl gep>KV1MC71 30 OHOXpOHV13Mbl TV1na « CB06og-

Hblil1 rnopYeCKV1111 gyx », « xy go>KHV1 K - nocpeAHV1K Me>KAY 5oroM V1 MV1pOM» V1 T . n.

T OflbKO Yepe3 3TV1 111ppm-11110HOJlbHb1e, ga>Ke MV1CTV1YeCKV1e OTCblflKV1 MO>KHO yxsa-

TV1Tb B V1CKYCCTBe COMOe rJlOBHOe - cnoco6HOCTb BblBOAV1Tb YeJlOBeKa 30 npegeJlbl

PYTV1HHoro noscegHeBHoro onb1Ta, npocseT fl71Tb, V13MeH51Tb ero . V1HTenneKTYOflbHb1e

yc111n1t15l, yToM1t1TeflbHb1e WTYAV1V1, npoCYV1TblBOHV1e pb1HoYHOi11 KOHblOHKTYPbl - see TO,

YeM xygo>KHV1K BblHY>KAeH 30HV1MOTbC5l, pao.-1eHV1BOeTC7l KOK BTpOCTeneHHOe, Hecy-

Ll..leCTBeHHOe: eCTb >KV1Teil1CK05l nOBV1HHOCTb V1 eCTb a6COJllOTH071 cso6oga xygo>Ke-

CTBeHHOro BV1AeHV171.

D,parOL.(eHHblil1 gap xygo>KHV1KO - cnoco6HOCTb BV1AeTb : CHOYOJlO OH HeYTO BV1AV1T

V1 30TeM BOnJlOLl..IOeT ysu14eHHOe npV1 noMOLl..IV1 COOTBeTCTBYIOLl..lero V1HCTpyMeHTO: J1V1-

HV1V1, KoMn03V1L.IV1V1, wseTa, 3syKa, cnosa 111 T.n. He OT peanbHoro - K ero 111306pa-

>KeH11110, a OT BV1AeHV15l - K ero sonnoL1..1eHV110 B peOJlbHOM o6beKTe . HeT CMblCJla ocTa-

HOBJlV1BOTbC5l HO KpV1TV1Ke Teop111il1, npegCTOBJ15llOLl..IV1X V1CKYCCTBO cpegcTBOM «OTo6pa-

>KeHV15l » peanbHOCTV1, nocKOJlbKY TOK05l Kp1t1TV1KO YTPOTV1Jla aKTYOflbHOCTb eL1..1e s HOYO-

ne npownoro seKa - 111cKyccTso, KOTopoe 1<on111pyeT peanbHOCTb, HV1KOMY He HY>KHO.

0TMeYy TOJlbKO, YTO npV1HV1M05l V1CKYCCTBO KOK cpegcrno «OT06pa>KeHV15l » MV1pa, Mbl

yH1t1YTO>KaeM rnopYecrno KOK rnopeH111e 111 npo1113segeH111e KOK co6b1T1t1e . A 111cKyccTBO

6e3 HV1X He cyL1..1ecrnyeT : xy go>KHV1K - He Kon111111cT, OH - C03AOTeflb gpyroi/1 pea!lbHO-

CTV1 I weHHOCTb V1 CV1Jl0 B03Aeil1cTBV15l KOTopoi/1 onpegeJ15leTC71 ee J1HOKOBOCTblO .

V1TaK, xygo>KHV1K BV1 AV1T I sepHee, eMy 518/751eTC51 He YTO-TO KOHKpeTHO cyL1..1e-

CTBYIOL1..1ee, 0 He4TO, V1 y>Ke OT Hero 30BV1CV1T, BO 4TO OHO npespOTV1TC71. np111poga

s111geH1t17l - TOV1HCTBeHHO, OTYero xygo>KHV1K 111 KO>KeTC71 paBHblM Tsopwy . KoHeYHO,

npeTeH3V1V1 xygo>KHV1KO HO seHew Tsopwa ocTOJlV1Cb s 111cTop111111 KOK OAHO 1113 ¢opM

Bb1pa>KeH1t15l peHeccaHcHoro ryMOHV1CTV1YecKoro pag111KOflV13 Ma: xygo>KHV1K - He

Tsopew xoT5l 6b1 noToMy, YTO s111geH111e eMy 14aeTC5I.

nes T OJ1CTOll1 pacKpblBOeT 3TY TOll1Hy TBOpYeCTBO B V1CKJllOYV1TeflbHO AOXOAYV1BOll1

¢opMe: xygo>KHV1KY npe>Kge OTKpb1BOIOTC71 « rpaH"14b1 cop,ep)KOH"1R» , a 30TeM eMy

npegcTOV1T gonra71 V1 1<ponoTJlV1B05l pa6oTa no «CHRT/11/0 noKposos ». 51 no3son10 ce6e

npocTpOHHYIO L.IV1TOTY V13 poMOHO n. T OJlCTOro « AHHO KapeHV1HO » I OAV1H V13 nepco-

HO>Kei/1 KOToporo - xygo>KHV1K M111xai11nos - nb1TaeTC7l noH71Tb socTopr111 noceT111reneil1

MOCTepcKoi/1 no nosogy TeXHV1KV1:

 2. 3AKOH «HED,EJ1V1MOCTV1 A YPbl » 31

«OH '-IOCTO C/7b!W0/7 3TO C/7080 TeXHJ1KO J1 pew11Te/7bHO He nOHJ1MOJ7, '-!TO

e
TOKoe no.a HHM po3yMe!7H. OH 3HOl7, '-!TO no.a 3TJ1M Cf70BOM po3yMe!7H Me- ~
LO

xoH11'-lecKyt0 cnoco6HOCTb nHCOTb J1 pHCOBOTb, cosepweHHO He30BJ1CJ1MYIO

:i:
•:S:
<
(Y)

OT co,aep.>KOHJ1.R. L/ocTO OH 30Me'-IOJ7, KOK J1 B HOCTO.RLLJei1 nOXBOl7e, '-!TO :s:

C!

TeXHHKY npOTJ1BOnOJ70rOJ7J1 BHyTpeHHeMy ,£/OCTOJ1HCTBy, KOK 6y,£/TO MO>KHO

6btf70 HOnHCOTb xopowo TO, '-!TO 6btf7o ,aypHo. OH 3HOl7, '-!TO Ho,ao 6btf7o

MHOro BHJ1MOHJ1.R J1 OCTOpO.>KHOCTJ1 ,£117.R Toro, '-IT06bt, CHJ1MO.R noKpos, He

<LJ
:s:
nospe,aHTb coMoro npo113se,aeHJ1.R1 11 .£117.R Toro, '-IT06bt CH.RTb see noKpo- I
<
c::
Bbt; HO 11cKyccTso n11c0Tb1 TeXHHKH 3,aecb HJ1KOKOi1 He 6btf70. fc1711 6bt M0-
u
0
c
170MY pe6eHKY J1/7J1 era KyxopKe TOK.>Ke OTKpbtf70Cb TO, '-!TO OH BJ1,£1ef7, TO

11 OHO cyMe/70 6bt Bbt17YLLJHTb To, '-!TO OHO s11,a11T. A COMbti1onbtTHbti111 11cKy-

CHbti1 .>KJ1BOnJ1CeL.(-TeXHJ1K 0,£/HOIO MeXOHJ1'-leCKOIO cnoco6HOCTblO He Mor 6bt

(Y)

HOnJ1COTb HJ1'-lerO, eC/711 6bt eMy He OTKpbt/7J1Cb npe.>1<,ae rpOHJ1L.(bl co,aep>KO- "ct:
LO
0
HJ1.R ... Bo sceM, '-!TO OH n11cof7 11 Hon11co!71 OH s11,ae17 pe.>1<yLLJ11e eMy r17030

He,£/OCTOTKJ1, npOHCXO,£/J1BWJ1e OT HeOCTOpO.>KHOCTJ1, c KOTOpO!O OH CHJ1M0/7

noKpOBbt, 11 KOTOpbtX OH Tenepb y.>1<e He Mor 11cnpos11Tb1 He 11cnopTHB sce-

>-
ro npo113se,aeH11.R. U no'-ITH HO scex </JJ1rypox 1117J1L.fOX OH s11,ae17 eLLJe ocTOT- c
::r
2 I
KH He BnOJ7He CH.RTblX noKpOBOB, nopTHBWJ1X KOpTHHy» . 0
"'
noYeMy XYAO>KHl-1KY 5lBn5llOTGl 3Tl-1 « rpOHl-1Wbl COAep>KOHl-15l », HenOH5lTHO, HO OHl-1 eMy

5lBn5llOTC5l, 1-1 OH MO>KeT CAenOTb 1-1x Bl-1Al-1MblMl-1 An5l Apyrnx . A 3p1-1Tenb, nonyYo5l 3Tl-1
I
y>t<e roTOBble rpoHl-1Wbl, TO>Ke He 1-136osneH OT TPYAO, BeAb Tenepb np1-1XOAl-1T ero oYe- 0

peAb «C Hl-1MOTb noKpOBbl » c Toro, YTO eMy noK03blBOeT xyAO>KHl-1K, 1-1 npopb1BOTbC5l
"'
0
"'
•:S:
J5
K CBOeMy Bl-1AeHl-1IO. AKT Bl-1AeHl-15l cPl-1KC1-1pyeTC5l 1-1 OCMblCnl-1BOeTC5l B TeMe BAOXHOBe- I
co
~
Hl-15l. 0TMeT1-1M yM0Henocrn>1<1-1My10, cnoHTOHHYIO, cso60AHYIO np1-1p0Ay BAOXHOBeH1-15l "ct:
0..
<
I
1-1 30AOAl-1MC5l sonpocoM, noYeMy npeAno>1<eHHb1e xyAO>KHl-1KOM « rpoHl-1Wbl COAep>1<0-

Hl-15l» He TOnbKO np1-1Hl-1MOIOTC5l 3p1-1TeneM, HO 1-1 B03Aeil1CTBYIOT HO Hero, OKTl-1Bl-1PYIOT

HOCTOnbKO I YTO OH OK03blBOeTC5l COM cnoco6HblM K Bl-1AeHl-1IO - K CO-TBOpYecrny?

YTo 06ecneY1-1soeT 3TY MOW.H YIO 3HeprernYeCKYIO CB5l3b Me>KAY xyAO>KHl-1KOM 1-1 3p1-1-

TeneM, AenoeT B03MO>KHblM l-1X BCTpeyy B HeKOTopoi/1 TOYKe 6blT!-15l?

y 3TOil1 TOl-1HCTBeHHOil1 Cl-1nbl eCTb l-1M5l - aypa -

AOBOHl-15l : OCMblCneH1-1e CYAb6b1 l-1CKYCCTBO B 3noxy T1-1pO>t<1-1pOBOHl-15l no3BOn1-1no
1-1 AO>Ke onnopoT An5l 1-1ccne-
I
I
•:S:
<
(Y)
2 TonCTo~ n.H . Co6paH1-1e co41-1HeH1-1~ B 22 -x T. - T. 9. AHHO Kape H1-1Ha . PoMOH B BOCbMV1 40CHIX . - M.: XyAO :>t<. :s:
C!
n1-1T ., 1981. C. 47.
 32 DJ13A~H : KOHCTPYV1POBAHV1E V1 / V1nV1 nPOV13BEDEHV1E AYPbl

B. 5eHb5!Mll1HY nepesecT111 cnoso « oypo » 1113 no3Tll1YecKoro cnosop>1 B peecTp one-

3
pou,1110HOnbHblX nOH5!Tll11i1 .

YH111KonbHOe s111geH111e xygo:>KH111KO - OCHOBHOli1 111CTOYHll1K oypb1, HO He eg111HCTBeH-

Hb11i1 - eCTb e~e 111CTOp1115!, CB5!3b c COKpOnbHblMll1 u,eHHOCT5!Mll1, TOnKOBOHll15!, cno-

co6 npegCTOBneH1115! 111 T.A. - TO, YTO COCTOBn>!eT KynbTYPHblli1 KOHTeKCT np01113Bege-

Hll15! 111CKYCCTBO . 3TOT KOHTeKCT conyTCTByeT np01113BegeH111IO 111 TO:>Ke coo6~oeT eMy

oypy, Ho HeCKOnbKO 111Horo csoli1cTBo . T0K111M o6po3oM, oypo 06Hopy>t<111soeTc>1 xy -

AO>KHll1KOM KOK pe3ynbTOT ero TOll1HCTBeHHOro gopo B111AeHll15!, 111 OHO :>Ke np01113BO-

A111TC5! KynbTYPHblM KOHTeKCTOM, KOTOpb11i1 OTYOCTll1 CKnOAblBOeTC5! COM no ce6e, OT-

YOCTV1 C03AOeTC5!.

,D,1-1301i1H, nogo6Ho 1-1cKyccTBy, TO>Ke 30H111MoeTc>1 npo1-13segeH111eM oypb1 . 06beKT

COM no ce6e MO:>KeT nop03111Tb, YAV1BV1Tb, np1-1sneYb, HO C03AOTb CV1TYOU.111IO sneYOT-

neHll15! cnoco6Ho TOnbKO oypo. C1-1Tyou,1-1>1 sneY0TneH1-1>1 - 3TO He npoCTo KOH<!>111rypo-

u,111>1 o6CT05!TenbCTB, 3TO onpegeneHHOe 3HepreTll1YeCKOe none, B KOTOpOM AOHH05!

KOH<!>111rypou,111>1 MO:>t<eT « cpo6oTOTb ». Aypo co3goeT 3TY 3Hepr11110, 6e3 Hee o6po3,

sonno~eHHblli1 B AV130li1H-npogyKTe, He CMO>KeT KOCHYTbC>I gyw111 YenoseKo. A sne-

YOTneH1-1e - 3TO gyweBHOe ABll1:>KeH111e, 0 He npOCTO MblCnb nnlOC 3MOL..l,V15! .

V1 xy go>KHV1K, 1-1 A11130li1Hep npoV13BOA5!T oypy, V1M 0601-1M npe>t<ge OTKpb1BOIOTC>1

« rpOHll1L..1,bl cogep>t<OHll15! » , B KOTOpblX BV1AV1TC5! o6po3 . V1 TO, YTO CTOHeT snocnegCTBll1111

npOV13BegeH111eM V1CKYCCTBO V1 AV130li1H-npogyKTOM, 5!Bn>1eTC5! KO:>KAOMY 1113 Hll1X KOK

1.4enOCTHOCTb - He no YOCT>IM, 0 cpo3y. 3To u,enOCTHOCTb MO:>KeT 5!Bll1TbC5! B OTYeT-

nV1BOM BV1Ae I 111 Tor AO HOAO TOnbKO nocneBOTb 30 Kll1CTblO 111n111 « MblWKOli1 » KOMnblOTe-

po, HO YO~e o6po3 OK03blBOeTC5! CMYTHblM, OTYero np111XOA111TC5! gonro 111 OCTOpO:>t<-

HO «C HV1MOTb noKpOBbl » , npo>1CH>1Tb, « npop111cosb1BOTb » TO, YTO >1s111nocb. UenocTHOCTb

>1sn>110~eroc>1 06po30 - ycnos111e oypb1, 1-160 oypo He Mo>KeT 6b1Tb «co6poHo » 1113

COCTOBHblX YOCTeli1 KOK MeXOHV13M, oypo - :>KV1BO!i1 opraHV13M: n1-160 OHO ecn, n11160

ee HeT. npoV13BegeHV1e oypbl 06beAV1H5!eT XYAO:>KHV1KO V1 A11130li1Hepo, HO oypo y Hll1X

nonyYOeTC5! CO CBOeli1 cneu,V1<!>111KO!i1. np111Y111HO - B p03HblX ycnOBll15!X cy~eCTBOBOHll15!:

xygo>KHV1K TBop1-1T He no1.1eMy, ero s1-1geH1-1e cso6ogHo, o A11130li1Hep Bb1nonH>1eT YY-

:>t<Oli1 30K03. 0TCIOAO V1 see gonbHeli1w1-1e pocxo:>t<geH111>1.

npOV13BegeH111e 111CKYCCTBO KOK pe3ynbTOT CB060AHOro OKTO OTKpblTO gn>1 CB060A-

HOrO socnp1-1>1TV1>1 . XyAO>KHll1KY BO:>KHO coMo so3geli1cTs111e, npo1113sog111Moe oypoli1, o

3 5eHb51M"1H B. npo"13BeAeH"1e "1 CK yCCTBO B 3noxy ero TeXHW-leCKOC1 so c np 0"13BO AV1M OCrn : vb6paHHbl e 3CCe . - M.,
1996.
 2 . 3AK OH «HE.O,EnV1MOCTV1 AYPbl » 33

He To, KOK 3pvnenb noil!MeT ero npo1113seAeH111e. OH xoYeT 6b1Tb noH~TblM, HO He s

TOM CMblCJle, YT06bl 3p111TeJlb nOAYMOJl TO >K e, YTO 111 OH AYMOJl, C03AOSO~ csoe npo-

1113SeAeH111e, eMy so>KHO, YT06b1 3p111Ten~ 30Aeno, s3sonHosono ero npo1113seAeH111e.

Po3yMeeTc~, xyAO>KHll1K, KOK mo6oil! YenoseK, yyscTs111TeneH K ou,eHKOM 111 cy>t<AeH111-

~M Apyrnx, HO All~ TBOpYeCKOro npou,ecco OHll1 He 111MelOT 3HOYeH111~ . nes Toncroill
TOK on111cb1soeT cTpOHHOe 1113MeHeH111e HOCTpoeH111~ y XYAO>KHll1KO M111xoillnoso, KOTO- •

pbiill M111HYTY H030A c SOJ1HeH111eM JlOSll1Jl Jll06oe 30MeYOHll1e 0 ero KOpT111He:

LLJ
:s:
I
«KOrAO noceTHTe/lH yexonH/ Muxoiinos ce/7 npoTHS KOpTHHbl nunOTO H XpHCTO <
c::;
u
H s yMe csoeM nOSTOP5f/7 TO/ l..fTO 6bt/70 CK 030HO. J1 CTpOHHO: TO/ l..fTO HM e -
0
c

/70 TOKOM sec A/75f Hero/ KorAO OHH 6bmH TYT H KorAO OH MbtcneHHO nepeHo-

cunc5f HO ux TOl..fKY 3peHH5f/ SApyr norep5ino A/75f Hero sc5fKOe 3HOl..feHHe. OH

CT0/7 CMOTpeTb HO KOpTHHysceM CSOHM n0/7Hb/M XYAO>KeCTBeHHb/M S3r/75fAOM H (Y)

c"E
npuwen s TO COCT05fHHe y sepeHHOCTH s cosepweHCTBe H noToMys 3HOL/HTe/7b- "'
0
HOCTH csoei1 KOpTHHbl/ KOTopoe HY >KHO 6bl/70 eMy Al75f Toro HCK/7/0L/0/01..1..Jero
4
see Apy rue HHTepeCbt HOnp5i>KeHH5f/ npH KOTOpOM OAHOM OH Mor po6oTOTb» .

X YAO>KHll1K 111cnonH~eT cso10 M111cc11110, 3osepw111s npo1113seAeH111e, AO!lee OHO o6pe- >-
cLLJ
::r
TOeT cToTyc cy6beKTO KO M MyH111Kou,111111 111 HOY111HoeT >Kll1Tb csoeill >K1113Hbl0 , HenocpeA- I
0
crneHHO S30111MOAeillcrny ~ co 3p111TeJleM. npo1113seAeH111e 111CKYCCTSO - 3TO «CJlOSO » I "'
KOTopoe He1113SeCTHO KOK OT30SeTC~. c A11130JllHOM see 111HOYe - «CJlOSO » A11130il1Hepo

AO!l>KHO OT03SOTbC~ onpeAeneHHblM o6po30M. XyAO>KH111Ky s 06L1..1eM-TO HeT Aeno,

I
0
YTO 6yAeT AOJlbWe, A11130il1Hep, HOnpOTll1S, AOJl:>KeH 3H0Tb, YTO 6yAeT 111 YeM see 30-
"'
0
K OHYll1TC~. VlcKyCCTSO - 3TO nOCblJl s 6ecKOHeYHOCTb, 0 A11130JllH 1113HOYOJlbHO « 30sep- "':z;
•:S:

I
cc
weH » nOCTOSJleHHOJll 30AOYeill 111 AOJl>KeH 6b1Tb SOCTpe6osoH 3AeCb 111 ce ill YOC. :s:
>-
c"E
« f poH111u,b1 coAep>t<oH111~ » OTKpb1so10Tc~ xyAO>KH111KY 111 A11130il1Hepy noA sn111~H111eM a..
<
I
po3HblX c111n : y XYAO>KH111KO 3TO npo111CXOAll1T cnoHTOHHO, s TO speM~ KOK y A11130Jll-

Hepo TOKOe OTKpb1Tll1e Tll.IOTeJlbHO roTOSll1TC~ I 111 o6po3 ~SJl~eTC~ s rpOHll1L.J,OX KOH-

I
u,enu,111111 . ,D,11130JllHep, KOK 111 xy AO>KH111K, seer AO S111A111T u,enoe, npe:>t<Ae YeM HOYOTb

YTO - TO AeJlOTb, p03Hll1L.J,O s TOM, YTO A11130il!Hep roTOSHT ce6~ K Sll1AeH111IO o6po3o,

M eTOAOJ10rV1YHO C03AOeT Cll1TYOU.111IO Sll1AeHll1~ o6po3o, OTCJle>Kll1SO~ SAO XHOSeH111e

111 , 6onee Toro, - opraH1113y~ ero. 51sneH111e o6po3o A11130il!Hepy MeHee TOll1HCTseH-
HO, 111 s KOKOM - TO OTHOWeHll1111 ero o6po3 ~SJl~eTC~ KOHCTPY K TO M , 0 np0 - 1113SeAeH111e
I
oypbl - KOHCTpy111posoH111e M. >:S:
<
(Y)
:s:
c:[
4 Toncrni:i n. YKo3 . COLI. C. 4 9.
34 DJ13A il1H: KOHCTPYV1POBAHV1E V1 / V1nV1 nPOV13BED.EHV1E AYPbl

Heo6xogviMo 30MeTV1Tb, 4TO « AV130(/!Hep » vi « xygo>KHV1K » B AOHHOM cny4oe - vige-

OflbHb1e rnnb1. KoHe4HO, 6b1Bot0T pe¢neKcvipyt0L1..1V1e, KOHCTpyvipyt0L1..1V1e xy go>KHV1KV1

V1 cnOHTOHHO TBOP71Ll..IV1e AV130(/!Hepb1, HO 71 pOCL...(eHV1BOIO 3TO KOK OTKJlOHeHvie OT ponvi,

segyL1..1ee K « nepeMeHe y4ocTV1 » 1 4To, co6crneHHO, vi npovicxogviT B cospeMeHHOM vic-

KyccTse, KOTopoe no 60JlbWe(/1 40CTV1 CTOJlO AV130(/IHOM. ,LJ,vi30(;1Hepy llY4We c COMO-

ro H040flO BHeCTV1 71CHOCTb B 3TOT sonpoc, B npoTvtBHOM cny4oe OH o6pe4eH Hd ny-

TOHV1L.J, y B nOH71TV171X I KOTOp071 npvtsegeT K npo6neMOM B npo¢ecCV10HOJlbH0(/1 >KV13HV1.

Hogo onpegenvtTbC71 c coMoro H040flO, KTO Tbl - AV130(/!Hep V1flV1 xygo>KHV1K, segb 3TO

He npocTO p03Hble npo¢ecCV1V1, 3TO - ABe p03Hble ycTOHOBKV1 B OTHOWeHV1V1 K ce6e,

K Mvtpy vi K rnop4ecrny. KoHe4HO, AV130(/!Hep MO>KeT 6b1Tb xygo>KHV1KOM, rnosHoe,

4T06b1 OH noHvtMon, Korgo OH - AV130(/!Hep, vi Korgo OH - xygo>KHV1K. YeTK071 pone-

B071 COMOV1AeHTV1cPV1KOL..1,V171 71BJ171eTC71 ycnoBvteM npo¢ecCV10HOJlbH0(/1 COCT071TeJlbHOCTV1.

ToKvte po3JlV14V171 ny4we 30cPV1KcviposoTb B noH71TV171X : KOK cnegyeT po3JlV140Tb xy-

AO>KHV1KO V1 AV130(/!Hepo, TOK cnegyeT p03JlV140Tb TBOp4eCTBO V1 AV130(/!HepCKV1(/1 Kpea-

THB, BAOXHOBeHvte V1 HHCnHpa~HH . 3TV1 CJlOBO 6yKBOJlbHO 3H040T OAHO V1 TO >Ke, HO

OTTeH7llOT CMblCJlOBble HIOOHCbl: KpeOTV1B - 3TO TBOp4eCTBO I HO KOHL.J,enTyOJlbHOe I Me-

TOAOflOrV14HOe, 0 V1HCnvtpOL..1,V1V1 - BAOXHOBeHvte, HO He cnOHTOHHOe, 0 nOArOTOBJleHHOe.

Ho B03MO>KHO nvi nogroTOBV1Tb svigeHvte, KOTopoe, KOK poHee 6b1no CK030HO, He-

nocrn>KvtMo vi OTKpb1soeTC7! BApyr, 6e3 BC71KV1X npvt4V1H (vtnvt He OTKpb1soeTc7!)? 3To

B03MO>KHO, HO Tpe6yeT onpeAeneHHblX ycvinvi(li . ,lJ,e(llcTBvtTeflbHO, B vtcKyccrne BAOX-

HoBeHvte, conposo>KgoeMoe 71BfleHvieM o6po3o, r ny6oKo JlV14HOCTHO, c0Kpb1To, vip-

pou,vioHOflbHO . Pe¢neKCV171 no noBOAY BAOXHOBeHV171 HeyMecTHo vi HeB03MO>KHO : AYX

cso6oAeH, OH BJle4eT x ygo>KHV1KO nyT71MV1 HevtcnoBeAV1MblMV1 V1 cny>KvtT rJlOBHOMY

Aeny - CH71TV1tO noKposos c Toro, 4TO 71BV1flOCb . ToK, ToMoc MoHH, vi3y4071 nepenvi-

cKy P. Bornepo c <P. nvicTOM, OTMe40Jl:

«KOK M0/70 x y /J,O>KHJ1K 3HOeT r70H040!7Y 0 CBOeM raopeHJ1J1, K OK f7/70XO OH no-

H040!7Y OCBe/J,OMf7eH 0 CBOeBOJ7J1J1 roro npe,4npH51TJ151, HO KOTopoe peWJ1/7-

C51, He J1Me51 HJ1 MOJ7ei1wero npe,4CTOBf7eHJ151 0 TOM, BO 4TO, co6cTBeHHO, Bbl-

J7beTC51 3TO raopeHHe, 4eM OHO /J,Of7>KHO CTOTb J1MeHHO KOK era raopeHHe,

nepe,4 KOTOpbtM r70TOM OH /J,OBOJ7bHO 40CTO CTOJ1T npH6f7J13J1Te/7bHO c TOKJ1M

Oll../Yll..feHHeM: rr3roro 51 He xore/7, HO renepb BH>Ky, 4TO TOKJ1M OHO J1 /J,OJ7>K-

5
HO 6btTb, J1 6y/J,b 4TO 6y,4eT/» .

5 MoHH T. Ap1KTOKponrn Ayxo. C6opHviK 04epKOB, CTOTeei vi 3cce. - M.: KynbTYP HOsi pesornouvi si , 2 009 . C. 279 .
 2 . 3AKOH «HE,D.Em-1MOCTV1 AYPbl • 35

.D.n~ xy ,o,o:>KHVIKO ero B111,o,eH111e - OKT 111ppau,1110HanbHbl~, MV1CTV1YeCKV1~, a B,o,oxH0BeH111e

e
6ecco,o,ep:>1<0TenbHO. B rnoeM n111CbMe <D. Jl111cTy P. BarHep TOK o6b~CH~eT rnoe :>1<e- ~
LO

naH111e co3,o,0Tb TeTpanor11110:

i
•:S:
<(

"'
:s:
C[
«noftMH, 3ror nocne4HHH nnaH sHywuno MHe He npocro pa3Mb1wneHHe,
a rnaBHblM o6pa30M socropr»6 .

Ha Bonpoc «noYeMy 3TO TOK? » xy,o,o:>KHVIK 06b1YHO OTBeYaeT (no 3TOMY OTBeTy xy,0,0:>1<-
UJ
HVIK 111 Y3HOeTc~) - (( ~ TOK BVl:>Ky » , a BOnpoc «4TO Bbl 3TV1M XOTen111 CK030Tb? » B006w,e :s:
I
<(

CTOBVIT xy,o,o:>KHVIKO B Tyn111K - MHe 3anoMH111nc~ orneT KoHCTOHTVIHO YMyT111Ha: « Ecn111 6b1
c
u
0
c
~ xoTen YTO-TO CK030Tb, ~ 6b1 cTan n111caTeneM ». A BOT ,D,V130~Hepy Ha,o,o 6b1Tb «n111ca-

TeneM » I CBOe B,D,OXHOBeH111e eMy np111,o,eTC~ OCMblCnVIBOTb, KOHCTpy111pOBOTb 111 OnV!CblBOTb .

.D.n~ Hero B,D,OXHOBeHV!e CTOHOBVITC~ He TOnbKO ycnOBVleM BV1,D,eHV1~ o6pa3a, HO 111 pa6o-
4V1M VIHCTpyMeHTOM, npeBpaw,a~Cb B Heo6xo,o,V1Mbl~, a VIHOr,o,a 111 B KnlOYeBO~ OTp1116yT "'
~
LO

,o,1113a~H-npo,o,yKTO, B ero KOHTeKCT, 06ocH0BaH111e 111 ,o,a:>1<e CMb1cn . Pa3yMeeTc~, yno- 0

p~,o,oYeHHoe, opraHV130BOHHOe BV1,D,eHV1e ,o,aeT ,o,pyroe KOYeCTBO aypbl.

Bee ,o,eno B HecBo6o,o,e, Be,o,b B ,o,1113a~He « rpaHVIL..J,bl co,o,ep:>1<0H111~ » npoeu,111py10Tc~

He TOnbKO TBOp4eCKV1M ,o,apoM, HO 111 30MblCnOM, n03TOMY 3Hepr111~ BV1,D,eHV1~ ocna6-

,_
c
~
neHa , « yB111,D,eHHbl~ » o6pa3 OK03blBOeTC~ OT~row,eH CVICTeMO~ CMblCnOB, 30nO:>KeH- I
0
H~X B Hero, 111 oco6oe 3H04eH111e B 3TO~ CV!Tyau,111111 np11106peTOeT ,o,pyro~ V1CT04HV1K "'
aypb1 - KynbTYPHbl~ KOHTeKCT. Ha nepBbl~ B3rn~,o,, KynbTYPHbl~ KOHTeKCT CBO,D,VITC ~ K
111cTop111111, KOTopa~ rnop111Tc~ KOK 6b1 caMa no ce6e. B 111cKyccrne TOK 111 npo111cxo,o,111T -
I
0
eCTb npOV13Be,o,eHV1e KOK OCTpOB, KOTOpbl~ «HH 8 e4HHOH TOL/Ke He conpHKOCOeTC51 c "'0
KOHTHHeHroM Heonpe4eneHHOCTH» (P . -M . P111nbKe), 111 To, YTO ero 0Kpy:>1<aeT . Ho B ,o,111- "'
•:S:
JS
I
3a~He no,o,o6Ho~ ,o,111cTaHu,111111 HeT: o6beKT cnoco6eH co3,o,aBaTb c111Tyau,11110 BneYarne- "'
:s:
,_
HVI~ TOnbKO B TOM cnyYae, ecn111 Bonnow,eHHbl~ B HeM o6pa3 « pa6oTOeT » 111 KOK CM blC- ~<(
I
nOBO~ VIMnynbC, 111 KOK KOHTeKCT, n03BOn~IOW,V1~ 3TOT V!MnynbC COOTHeCTVI c rny6o-

KO n111YHOCTHblM co,o,ep:>1<aH111eM. CoorneTCTBeHHo, KynbTYPHbl~ KOHTeKCT 1113 Yero-To

I
BHewHero ,o,on:>KeH CTOTb KOMMYHVIKOTVIBHblM pecypcoM ,D,V130~H-npo,o,yKTa, C03,D,OBO-

eMblM CVIHXpOHHO c o6pa30M .

.D,11130~Hep ,o,on:>KeH BVl,D,eTb B o6pa3e, nOMVIMO CVICTeMbl CMblCnOB, ew,e 111 CMblC-
nOBO~ «K op111,o,op » 111x noH111 M aH111~ - CMb1cnonopo:>1<,o,a10w,y10 CTPYKTYPY, « VICKyccrneH-

HYIO <j)opMy ». TaKo ~ pecypc, HeoT,o,en111Mb1~ OT npo,o,yKTa, co3,o,aeTc~ B «na6opaTop-

I
HblX ycnoB111~x » , HO np1113BO,D,V1Tb aypy OH cnoco6eH TOnbKO B npocTpaHcTBe KOMMY- •:S:
<(

"'C[
:s:

6 foM >Ke . C. 28 1.
36 DJ13All1H : KOHCTPYV1POBAHV1E V1 / V1nV1 nPOV13BED,EHV1E AYPbl

HV1KOLIV1V1. 3To 3HOYV1T I YTO y>Ke HO ::none po3p060TKV1 KOHL1enL1V1V1, KOrAO ew,e HeT

HV1 npOAYKTO, HV1 peonbHOro B30V1MOAe~eTBV151 e noTpe611TeneM, AV130~Hep AOn>KeH

Ae~eTBOBOTb B <j>opMoTe KOMMYHV1KOLIV1V1 V1 noHV1MOTb, YTO ero npOAYKT npeAH03HO-

YeH He An5i po3oBoro « noTpe6neHV151 » , o An5i po3BepTblBOHV151, V1 6eeKoHeYeH B TOM

eMblene, B KOKOM 6eeKOHeYeH npoL1eee B30V1MHOro eornoeOBOHV151, yTOYHeHV151, KO-

OPAV1HOLIV1V1 peOKLIV1~ V1 Ae~eTBV1~.

TOKOBO eneL111<!>11Ko AV130~HepeKoro KpeoTV1BO: AV130~Hepy o6po3 OTKpb1BoeTe5i B BV1-

AeHV1V1, HO ysu,L!eHHoe AOn>KHO eoBnoeTb e 30MbtcneHHbtM V1 6b1Tb npV1 3TOM oeHow,eH-

HblM V1HeTpyMeHTOM noHV1MOHV151 An5i nonb30BOTen5i . Bee 3TO KO>KeTe51 eno>KHblM

V1 npornBopeYV1BblM, HO no-ApyroMy oypo He nonyYoeTe51 - eyxo~ poeYeT AOeT HO

BblXOAe MepTBbl~ o6beKT. D,V130~Hep B npOL1eeee peonV130LIV1V1 30Mbleno AOn>KeH ero

npeoAoneBOTb, yxoAV1Tb OT Hero, YT06b1 noTOM o6Hapy>KUTb B yBV1AeHHOM o6po3e.

EenV1 8 poenop5i>KeHV1V1 xyAO>KHV1KO ABO 11eTOYHV1KO oypb1 - BV1AeHV1e V1 KynbTYP-

Hbl~ KOHTeKeT, npV1YeM V1 TO, V1 Apyroe eMy AOHO: nepBoe - «eBblWe » , BTOpoe - V13-

BHe, TO y AV130~Hepo TOKO~ V1eTOYHV1K OAV1H - KOHTeKCTY0/7bHOe BU,L!eHue. 51 H03blBOIO

3TO 3 CKOHOM « HeAem1MOCTH a y pbl» B A "13 C H He , KOTOpbl~ onpeAen5ieT Bee eno>KHO-

eTV1 AV130~HepeKo~ npoKrnKV1.

 37

3. HAPPATV1BHbl!l1 KOKOH - KOMMYHV1KATV1BHA51 MO,LJ,Enb

,LJ,V13All1H-nPO,LJ, YKTA

y 30KOHO «HeAen1t1Moen1 aypbl » eeTb BnOnHe KOHKpernoe eneAeTBV1e : AV130C1H-npOAYKT

UJ
:s:
AOn>KeH 6b1Tb V1 o6beKTOM ( o6pa3oM), V1 «V1eKyeerneHHOC1 <1>opMoC1 », B KOTopoC1 3TOT I
<(
c:
o6beKT MO>KeT 6b1Tb «np04V1TOH ». 3To Tpe6oBOHV1e He MO>KeT 6b1Tb peanV130BOHO u
0
c
BHe KOMMYHV1KOrnBHoro npoCTpaHerna . KaK y>Ke 6b1no OTMe4eHo, AV130C1H-npoAyKT,
enoeo6HblC1 e03AOTb eV1TYOL...lV1IO Bne40TneHV15l, AOn>KeH 6b1Tb TOTOnbHO KOMMYHV1KOTV1B-

HblM, no3TOMY AV130C1Hepy HOAO eoepeAOT04V1Tb KOHL...lemyanbHYIO pa6oTy He eTOJlbKO

(1)

HO o6beKTe, eKOnbKO HO ero KOMMyHMKOTMBHO~ MOA011M. V1H04e V1 nony4V1Te5l «06b- ~

LO
0
eKT », a He AV130C1H-npOAYKT . Ho npe>KAe 4eM roBopV1Tb o KOMMYHV1KOTV1BHOC1 MOAe-
nV1, BepHeMe5l K MeTOAOnOrn4eeKV1M oeHOBOM Hawero nOHV1MOHV15l KOMMYHV1KOL...lV1V1:

• KOMMYHV1KOL...lV15l eeTb npoweee npoV13BOAeTBO eMb1enoB;

• B npoweeee npOV13BOAeTBO eMblenoB KOHeTpy1t1pyeTe5l HeKOTOp05l peanb-

HOeTb;

• KOOPAV1HOL...lV1IO V1 eornaeoBaHHoeTb B30V1MOAeC1erny10L1.1V1X CTopoH o6ecne-

4V1BOIOT pe4eBb1e KOHeTpyKL...lV1V1 V1 KOHTeKeTbl.

KoMMYHV1KOL...lV15l npoV13BOAV1T eV1MBOnV14eeKV1 opraHV130BOHHYIO peanbHOeTb 6narOAOP5l

e1t1MBOn1t14eeK1t1-KorHV1TV1BHblM eTpyKTypaM . 3To npe>KAe Beero enoBa, BepHee, 5l3b1-

KOBb1e MOAenV1 V1 KOHeTpyKL...lV1V1V1, a TOK>Ke KOHTeKeTbl, B KOTOpblX OHV1 ynoTpe6n5l-

IOTe5l . CTporo roBOp5l, enoBa HeB03MO>KHO OTAenV1Tb OT KOHTeKeTOB V1X ynoTpe6ne-

HV15l, OHV1 Beer AO HeeyT HO ee6e OTne40TOK TOC1 eV1TYOL...lV1V1 I B KOTOpoC1 n05lBn5llOTe5l
V1 V1enonb3YIOTe5l .

Mo>KHO BenOMHV1Tb V1Ael0 ran1t1neeBeKoro enoeo6a MblWneHV15l, KOTopy10 K. neBV1H ~

>
<(
npeAnO>KV1n V1enonb30B0Tb B ryMOHV1TOpHOM 3HOHV1V1: eBoC1erna, KOTOpb1e np05lBJ15llOT

<l>1t13V14eeK1t1e o6beKTbl no OTHoweHV1IO K ApyrnM o6beKTOM, He npV1HOAne>KaT np1t1po-

Ae eOMV1X 3TV1X o6beKTOB, a o6Hapy>KV1BOIOTe5l TOnbKO npV1 B30V1MOAeC1eTBV1V1 e no-
eneAHV1MV1, HOnpV1Mep, Bee He eeTb eBoC1erno Tena, a eeTb xapOKTepV1eTV1KO B30V1-
MOAeC1eTBV15l 3T0f0 Tena e rpOBV1TOL...lV10HHblM noneM 3eMnV1. no OHOnOfV1V1 - KOHTeKeT
38 DJ13Ail!H : KOHCTPYV1POBAHV1E V1 / V1nV1 nPOV13BEDEHV1E AYPbl

eCTb onyaL.J,V151 B30V1MOAeil1cTBV151, B KOTopoi/1 CflOBO o6peTOeT KOKOe-JlV160 3H04e-

HV1e: y6epeM KOHTeKCT - V1C4e3HeT 3H04eHV1e .

npo6JleMHOCTb npou,eCCO CMblCJl006p030BOHV151 o6ycflOBJleHO TeM, 4TO nOHV1MO -

HV1e OAHV1M V13 yYaCTHV1KOB B30V1MOAeil1cTBV151 cnos V1flV1 Aeil1crnV1111 Apyroro OK03b1BaeT-

C51 pe3yflbTOTOM He np51MOro « C4V1TblBOHV151 » 3H04eHV1111, a CKOpee V1X « npV1nV1CblBOHV151 »

CflOBOM V1 Aeil1CTBV151M Apyroro. V1 TOKV1e, B o6w,eM-TO rV1nOTeTV14eCKV1e, npeAnOfl0-

)f(V1TeflbHble 3H04eHV151 CTOHOB51TC51 OTnpOBHOill T04KOll1 Afl51 nocneAylOW,V1X A8il1CTBV1111.

3To MblCflb Bb1po>KeHo B TOK H03blBOeMoil1 TeopeMe Y. ToMoco : « EcnH mOAH onpeAe-
1
n.RJOT CHTyaqHH KOK peanhHhle/ OHH peanhHhl no CBOHM nocneACTBH.RM» . nonyYOeTOI,
4TO MOTV1Bbl Aeil1CTBV151 C03AOIOTC51 COMV1M Aeil1CTBV1eM, 30AOHHble o6cT051T8flbCTBO

nocT051HHO 30HOBO KOHCTPYV1PYIOTC51 B30V1MOAeil1crnyiow,V1MV1 cy6beKTOMV1, V1 noTo-

MY npoV1CXOA51W,ee He MO>KeT C4V1TOTbC51 3opoHee cnnoHV1pOBOHHblM. ToK pe3yflb-

TOTbl cosMeCTHoro Aeil1CTBV151 KOHCTPYV1PYIOT peonbHOCTb, KOTopo51 CTOHOBV1TC51 KOH-

TeKCTOM Afl51 nocneAylOW,V1X Aeil1CTBV1111.

B poMKox AOHHOll1 KOMMYHV1KOTV1BHOll1 nopOAV1rMbl MO>KHO cocTOBV1Tb o6w,ee npeA-

CTOBfleHV1e 0 KOMMYHV1KOTV1BHOll1 MOAeflV1 AV130il1H-npOAYKTO:

• TOK051 MOAellb npeACTOBfl51eT co6oi11 ceMV10TV1YecKyio CTPYKTYPY;

• 3TO ceMV10TV14eCK051 CTPYKTypo AOfl>KHO OAHOBpeMeHHO BKfllOYOTb

B ce651 KOK CMblCJlOBOe « 51Ap0 » I TOK V1 KOHTeKCTbl ero nOHV1MOHV151;

• po3sepTblBOHV1e 3Toil1 ceMV10rnYecKoil1 CTPYKTYPbl B KOMMYHV1KOTV1BHOM

npocTpOHCTBe C03AOeT peOJlbHOCTb, KOTOp051 HOCV1T KOK ynpOBJ1518-

Mblil1, TOK V1 Bep051THOCTHblil1 xopoKTep.

KoMMYHV1KOTV1BHYIO MOAeflb AV130il1H-npoAyKTO, OTBeYaiow,yio 3TV1M xopoKTepV1CTV1KOM,

51 npeAflGrOIO H03B0Tb « HOppantBHblH KOKOH » . 3sy4V1T KOK MeTo<l:>opo, 4TO COBCeM

Hennoxo: o6cTpOKL.J,V151, KOTopyio MO>KHO BV13YOllV13V1pOBOTb, xopowee nOACnopbe

B Teopern4eCKV1X poccy>KAeHV15lX . 06po3 KOKOHO, npeACTOBJ151IOW,V1111 o<l:>opMll8HHOe

V1 B TO >Ke BpeM51 npe6blBOIOW,ee B CTOHOBJleHV1V1 o6po30BOHV18 I BOnflOW,OeT B ce6e

CTOrnKy V1 AV1HOMV1KY KOMMYHV1KOrnBHOil1 MOAeflV1 AV130il1H-npoAyKTO. HoppornBHb1il1

KOKOH BKfll040eT B ce651 V1 npeAnOCJlOHHble ABV1>KeHV1IO CMblCflbl - OHV1 COCTOBJ151IOT

U.1H . no : KosoneB A. )J,. KH!-ffO V1pB1'1Hro ro<j>MOHO . npeACTOBn8Hl'18 ce6 51 APYrl-1M B noB C8 AH8BHO~ >K l'13Hl'1 • l'1 co-
l.("10norw-1ecK05i TPOA1'1l.(1'151 I ro<j>MOH 111. npeA CTOBn8Hl'18 ce651 APYrl-1M B nOBC8AH8BHO~ >Kl'13Hl'1 I nep. c OHrn .
1-1 BCTyn. CTO Tb51 A. )J,. Kosanesa - M. : • KaHOH-npecc - LJ.•, • Ky4KOBO none •, 2000 . C. 8.
 3 . HAPPA TV1BHblill KOK OH - KOMMYHV1KA TV1BHA5l MO,D,Enb ,D,V13AillH-nPO,D, YKTA 39

ero « >iApO » , V1 CMblCnbl, KOTOpble np11106peTOIOTC5l B KOMMYHV1KOL..1,V1V1, - 3TO nOCTO>lH-

HO ¢opM111py10w,o>iC5l nOABV1>KH05l « o6on04KO » .

e
it
U'.l

Cnoso « KOKOH » Bbl3blBOeT occou,111ou,111111 c 4eM-TO o6beMHblM, MHorocnoil1HblM, so3- :i:

•S:
<{

AYWHblM, nycTOTHblM: OH B03HV1KOeT BOKpyr 4ero-To, HO TO, 1'13 4ero OH B03HV1KOeT, "'
s:
C[

COMO CTOHOBV1TC5l o6on04KOil1, V1 B onpeAeneHHbli/1 MOMeHT KOKOH MO>KeT OK030TbC5l

f'l'81'1t.IM . Tu'R*-e 'A -c \;\Uppur'A'B't4'B\M 1~:01<.DF-lOM (. M1>1e Ro~o\3 'i ~Al36)) , §O'li.f)\ff '11:6 'r6pem
HOpOCTOeT « o6on04KO » I COMO npespow,oeTC>l B « o6ono4KY » - V1CT04HV1K CMblCno-
w
s:
o6po30BOHV15l CTOHOBV1TC>i npou,eccoM. HoppornBHbli/1 KOKOH, C03A010w,111il1 o6po3 Ho- I
<{
c;
XOA>iw,eroc>i B ABV1>KeHV1V1 CMblCnosoro nOTOKO, KOTOpb1"1 COM B ce6e nopO>KAOeT
u
0
c
COAep>KOHV1e, OK03blBOeTC5l BnOnHe OAeKBOTHOil1 TeopeTV14eCKOil1 V1 BV13yOnbHOil1 MO-

AenblO AV130il1H-npoAyKTO.

OnpeAeneH111e KOKOHO KOK «HoppoTV1BHoro » YK03blBOeT HO onpeAen>i10w,y10 ponb

Happan1sa, 111n111 nosecrnosoTenbHoro KOHCTPYKTO, s AV130il1HepcKOM npou,ecce . 3To

"'~
U'.l
0
nOH5lTV1e cpo3y OTCblnOeT K nV1HrBV1CTV14eCKV1M KOpH>iM, HOnOMV1H05l, 4TO HOppOTV1B -

3TO « cnoco6 111cnonb30BOHV1>i >i3blKO » , « nosecrnosoH111e ». 0AHOKO s HeonporMOTV1CT-

cKoil1 TPOAV1U.V1V1 HoppOTV1B nony4111n Hosoe V13MepeH111e : « nosecrnosoTenbHb1e ¢opMbl »

I-
C
6b1n111 nepeoCMblCneHbl KOK ¢opMbl CTpyKTyp111pOBOHV15l Ae>iTenbHOCrn V1 ynop>iA04eHV15l w
::r
2 I
OnblTO, BHyTpeHHe np111cyw,111e npou,eCCOM n03HOHV15l . noseCTBOBOHV1e B 3TOM cny4oe 0
""'
OK03blBOeTC5l He « 03BY4V1BOHV1eM » HeKOToporo npeAWeCTBOBOBWero CMblCno, 0 npo-

u,eccoM npoV13BOACTBo, ynop>iA04eH111>i 111 0¢opMneH111>i CMb1cnos, B03HV1K010w,111x no

Mepe noBeCTBOBOHV15l.

HappaTllfBHOCT& HoppoTV1BHOro KOKOHO yK03blBOeT HO oco6y10 ponb poccKo3o, 4TO

3H04V1TenbHO o6oraw,oeT CMb1cnosoil1 pecypc 3Toro noH>iTV1>i . KoHe4HO, HoppoTV1B-

Hblil1 KOK OH Henb3>i CBOAV1Tb K pe4esoil1 CTPYKType, Ho, 6e3ycnosHo, «cnoco6b1 ro-

sopeH111>i » HenocpeAcTBeHHO BKn104eHb1, 111n111, ny4we CK030Tb, snneTeHbl s ero TKOHb.

Ecn111 np111cM0TpeTbC>i, cospeMeHHbli/1 AV130il1H nerKo npeACTOBV1Tb KOK c6opHV1K poc-

CK030B, AOBOnbHO 40CTO TO, 4TO Mbl 3HOeM 0 AV130"1He, - 3TO He CTOnbKO « KOpTV1H-

KV1 » 1 CKOnbKO « pOCCK03bl » . nopoi/1 06beKTbl OK03blBOIOTC5l HO BTOpOM nnOHe V1 npV1-

BneKOIOTC5l TOnbKO B K04ecrne 111nn10cTpou,111il1 K poccKo3y. TOK 4TO sonpoc o TOM,

np111cyTcrnyeT n111 HoppoTV1B s AV130il1HepcKoil1 npoKrnKe, y>Ke AOBHO He CTOV1T, BO>K-

HO - KOKOil1 3TO HOppOTV1B, KOK OH c11enaH: ecn111 CBeAeH K conpOBOAV1TenbHOil1 V1H-

I
•S:
~
2 CM.: 5poKMeeiep VI. , Xappe P. Happarne: npo 6n eMbl V1 o6ell.lOHV1 51 O AH O~ OflbT e pHOTV1BH O~ napaAV1r Mbl / / Bo npo Cbl s:
C[
<!>V1 Tl OCO<!>V1V1. 2000 . N 3 . c. 39.
40 D,V13Ail1 H: KOHCTPYV1POBAHV1E V1 / V1nV1 nPOV13BED.EHV1E AYPbl

<!>opMOLJ,vtvt o6beKTO - 3TO OAHO CvtTyou,vt5l, ecnvt COM o6beKT C03AOH vt BOnpvtHvtMO-

eTC5l KOK Hopporns - cosceM Apyra5l.

Happarns B Avt30ll1He - 3TO cnoco6 rosopeHHJI, no3son5lt0Ll..\vtllt CTpyKTypvtpoBOTb,

ynop5iAOYvtBOTb onb1T vt Avt30ll1Hepa, vt nonb30BOTen5l. ,lJ,vt30ll1Hep, nosecTBy 5l o YeM-To

o6beKTOM, COMvtM cnoco6oM noBeCTBOBOHvt5l MO>KeT MOAenvtpOBOTb OnblT cnywa-

Ten5l, Bbl3blB05l p03Hble peOKLJ,vtvt vt, B KOHeYHOM CYeTe, - BneYOTneHvte. 5onee Toro,

MeH5l5l cnoco6 noBeCTBOBOHvt5l, OH MO>KeT nepeC03,4080Tb y>t<e C03AOHHblll1 o6beKT.

B 3TOM CMb1cne Avt3alltH - npoAyKT - He To, « YTO ecTb » , a TO, «KOK OH paccK03btsaer-

cR». ,lJ,vt30lltHep AOn>KeH AYMOTb vt o TOM, KOKYIO CMb1cnosy10 KOHCTpyKu,vttO 3ono-

>KvtTb B npOAYKT, vt 0 TOM, KOK OHO 6yAeT p03BepHyTa B npou,ecce KOMMyHvtKOLJ,vtvt.

noH5lTvte HOppOTvtBHOrO KOKOHO C ero CTvtpOHvteM rpOHvtLJ,bl Me>KAY « 5lApOM » vt « 060-

nOYKOllt » , Me>KAY TeM, « o YeM » peYb, vt TeM, « YTO cnyYaeTC5l » so speM5l peYvt, Mo-

>KeT CTOTb An5l Avt30"1Hepa BeCbMO AelltCTBeHHblM MeTOAOnorvtYeCKvtM vtHCTpyMeHTOM .

TOKvtM o6pa30M, HOpparnBHblllt KOKOH opvteHTvtpyeT Avt30"1Hepo HO po6oTy HOA

OTHOCvtTenbHO CT06vtnbHblM CMblCnOBblM « 5lAPOM » vt c noCT05lHHO C03AOBOeMOll1 CMblC-

nOBOllt « o6onoYKOll1 ». 3TvtM o6ycnosneHO Heo6XOAvtMOCTb pacCMOTpvtBOTb HOppo-

TvtBHblllt KOKOH B ABYX acneKTax - CTPYKTYPHOM vt AvtHOMvtYeCKOM. B nepsoM cnyYae

cneAyeT cocpeAOTOYvtTbC5l HO ceMvtOTvtYeCKOM MOAenvtpOBOHvtvt HOppOTvtBHOro KO-

KOHO , BO BTOpOM - HO npou,ecce OHvtMOLJ,vtvt 3TO!lt MOAenvt B AvtCKypcvtBHOllt npOKTvtKe.

B HappaTvtBHOM KOKOHe Avt30lltH-npoAyKT npeACTaeT nOABvt>KHblM CMblCnOBbl M o6-

pa30BOHvteM, CnOC06HblM C03AOBOTb CvtTyOLJ,vtlO BneYOTneHvt5l . npvtHvtM05l BO BHvtMOHvte

3TY nOABvt>KHOCTb, npou,eccyanbHOCTb, rosopvtTb o CTPYKType HoppaTvtBHoro KOK OHO

MO>KHO c vt3 BecTHollt AOnellt ycnoBHOCTvt . TeM He MeHee, B Hellt eCTb Tpvt « onopHble

TOYKvt » : KOHu,enT, o6pa3 , noc11aHHe . KoHCTpyvtposaHvte HoppaTvtBHoro KOK OHO HO-

YvtHOeTC5l c KOHu,enTa , KOTOpb1"1, noAo6Ho reHeTvtYecKoMy KOAY, onpeAen5leT KOH-

<Pvtrypau,vttO «Tena » HOppaTvtBHOro KOKOHO - o6pa3a vt cnoco6 ero KOMMyHvtKOTvtB-

HOro cyll..\eCTBOBOHvt5l B <Pop Me noc11aHHS1 .

K OH~EnT - 3TO TO, c Yero see HOYvtHOeTC5l, vt TO, YeM Bee 30KOHYvtBOeTC5l, nOCKOnb-
KY B HeM <!>vtKCvtpyeTC5l cyTb 30K030 vt no HeMy CBep5leTC5l COOTBeTCTBvte pe3ynbTO-

TO nOCTOBneHHOllt 30K03YvtKOM u,envt. nopaMeTpbl KOHLJ,enTO BHOC5lTC5l 30K03YvtKOM 1

HO CO M KOHLJ,enT He CBOAvtTC5l K YTOYHeHvtlO vt peAOKTvtpOBOHvtlO ero no>KenaHvt llt,

a npeACTOBn5leT co6oll1 cno>1<Hyt0 aHanvtrnYecKyt0 npou.eAypy, KOTopy10 AOn >K eH

ocyll..\eCTBvtTb Avt30ll1Hep . Ha nepBblllt B3rn5lA, KOHu,em cyMMvtpyeT npeACTOBneHvte

30K03YvtKO 0 6yAyll..\e M npOAYKTe, KOH K ypeHTHble KOMneTeHLJ,vtvt vt xapoKTepvtcrn K vt

 3 . HAPPATV1BHblil1 KOKOH - KOMMYHV1KATV1BHA51 MO)J,Enb )J,V13Ail1 H-nPOJJ.YKTA 41

u,eneBblX rpynn. 0,qHOKO TOKO!l1 « KOHLJ,enT » MO>KeT CTOTb nyTeBO,QHOil1 3Be3,QOll1 ,Qfl~

M OpKeTOJlOra, HO He ,Qfl~ ,Qll130!11Hepa, KOTopoMy OH Hy>KeH He TOflbKO ,Qfl~ pOC'-leTO

ycnewHOil1 CTpOTern111, HO 111 ,Qfl~ OKT111 BOLJ,111111 Kpean'1BO 111 HOnpasneHll1~ ero B HY>KHOe

pycno. KoHu,em, noH~Tbli/1 KOK KOHTyp, KOH<j:>111rypou,111~ 6y,qyw,ero co6b1rn~, - O.QHO

1113 coMblX cno>KHblX noH~T111!11 s ,q1113ail1He, 111 ero po3pa6oTKO ~sn~eTc~ nepsb1M Heo6-

xo,q111MblM waroM B KOHCTpy111pOBOHll1ll1 HOppOTll1BHOro KOKOHO .

O EiPA3 ,qoeT KOHu,enTy «nnon » , o6neKoeT ero s «Bb1po3111TeflbHY10 MOTep11110 ». Ecn111 IJ.J
:s:
:r:
KOHLJ,enT - pe3yflbTOT OHOJ1111Tll14eCKOil1 pa60Tbl, ocyw,eCTBJl~eMoi/1 COBMeCTHO c 30- <(
c::
u
0
K034111KOM, TO o6po3 - npo,qyKT ,Qll130i/1HepCKOrO KpeOTll1BO. np111 p03p060TKe KOH- c

u,enTO ,qoM111H111pyeT no3111u,111~ 30K034111KO, nocKOflbKY OH 3HOeT, 'ITO HY>KHO, HO co3-

AOH111e o6po30 B nOJlHO!l1 KOMneTeHLJ,111111 ,Qll130!11Hepo, cnoco6Horo nOH~Tb, KOK 3TO

M O>KeT Bblrn~,qeTb. KoHu,enT no3son~eT CHOYona 30MbtCnHTb o6po3, 30TeM opraH111-

3osoTb KpeoT111s TOK, 4T06b1 o6po3 51BHflC51, 111 onpe,qen111Tb cnoco6 ero cyw,ecrnoso-

H111~ s KOMMYHll1KOTll1BHOM npocTpaHcrne.

Ecn111 KoHu,enT s HoppaTll1BHOM KOKOHe cposH111M c «reHeT111YecK111M KO.QOM » , To o6-

po3 - 3To «Teno ». KoHcTpy111posoH111e HoppoT111sHoro KOKOHO c111HxpoHHO KOHCTpy111po- f-

cu.J
soH11110 o6po3a, 111 KO>K,Qbli/1 3TOn 3Toro KOHCTpy111poBOHll1~ npe,qCTOBfl~eT co6oil1 po3- ::r
:r:
0
Hble CTeneHll1 np1116n111>1<eH111~ K 06po3y 111 p03Hble CTO,Qll1111 «MOTep1110!111130LJ,111111 » o6p030 . "'
CHaYano KOHTYPbl o6po3o 0Yep4111so10TC~ ceM1110T111YecKoil1 Mo,qenblO, KOTopo~ r0To -

s111T ero s111,qeH111e, o 30Te M y su,l:JeHHbtH o6pa3 yT04H~eTc~ s ,q111cKypc111sHoi11 Mo,qen111,

se,qb TO, 4TO ,Q11130il1Hep ys111,qen, ,QO!l>KHO 6b1Tb He npocTO socnp111H~TO nOJlb30BOTe-

fleM, HO 111 «np04111TOHO » 111 M. ,lJ,n~ 3Toro ceMll10Tll14eCKO~ MO,Qeflb ,QOfl >K HO nony4111Tb

KOHTeKCT noH111MaH111~ s ,q 111 cKypc111sHoil1 Mo,qen111 . PeYb 111,qeT 111MeHHO o ,q111cKypc111sHoil1

Mo,qen111, a He ,q111cKypc111sHoi11 npoKT111Ke, noToMy 4TO Hll1KOKOll1 peonbHOil1 KOMMyH111Ka-

u,111111 ew,e HeT, HO ,Qll130il1Hepy HO,QO ,QeflOTb TOK, KOK 6y.QTO OHO y>Ke eCTb . nepeBO,Q

06pa30-ceM1110T111YecKoil1 Mo,qen111 s 06po3-,q111cKypc111sHyio Mo,qenb ocyw,ecrnn~eTc~

nocpe,qCTBO M npOKTll1K KOHT0KCTY011H30U,HH .

noH~rne HOppOrnBHOrO KOKOHO np1113BOHO pOCKpbiTb ,Qll1HOM111KY C03,QOHll1~ o6p030. ;£_

>-
<(
KoK Heflb3~ 0T,qen111Tb s KOKOHe « ~,qpo » OT «o6ono4Kll1 » (o,qHo nepexo,q111T s ,qpyroe) ,

TOK HeB03MO>KHO >KeCTKO p03,Qeflll1Tb o6pa3 HO ce M ll10Tll14eCKYIO 111 ,Q111C KypC111BHYIO co -

C TOB!l~IOW,111e. KoHcTpy111posoH111e o6po3a - 3TO o,qHo ,qeil1crn111e c yYeTOM ,qsyx ero

1113MepeH111il1 111 c c111HxpoHHblM np111MeHeH111eM ,qsy x M eTo,qonorni/1 . MeTo,qonorn~ ceMH- :r:
•:S:
<(

OTH'fecKo r o M OA011HpOB OHHSI o6ecne4111BOeT s111,qeH111e o6p030 KOK 30sepweHHOil1 u,e- "'
:s:
c:[
42 ,D. V13A~H : KOHCTPYV1POBAHV1E V1 / V1nV1 nPOV13BE,D.EHV1E AYPbl

nOCTHOCH1, B TO speM5l KOK MeTOAOnor1-15l KOHTeKCTY011H30~HH pa3pywaeT wenOCT -

HOCTb o6p030, p03BOp041'1B05l ero B A1-1CKypc. HapparnBHbli/1 KOKOH pacKpblBOeT np1-1-
cyL1..1ee 06pa3y eAl-1HCTBO 30BepweHHOCTl-1 1-1 OTKpblTOCTl-1, o¢opMneHHOCrn 1-1 TeKy4e-
crn, onpeAeneHHocrn 1-1 HeonpeAeneHHOCTl-1 . KoHcTpy1-1posaH1-1e o6pa3a He 3asepwa-
eTC5l pa3pa60TKOil1 MOAenei/1 1-1 AO>Ke C03AOHl-1eM o6beKTO, noCKOnbKY wenb - npo-
1'13BeAeH1-1e sne40TneHl-15l - MO>KeT 6b1Tb AOCTl-1rHyTa 1'1M TOnbKO B ¢opMe nocnOHl-15l .

nocnAH"1E ecTb cnoco6 cyL1..1ecrnosaH1-15l Al-130il1H-npoAyKTO s KOMMyH1-1KaT1-1BHOM npo-

cTpaHcTse . KoMMYHl-1KOWl-15l - 3TO «B03AYWH05l cpeAO », s KOTopoi/1 o6beKT (o6pa3)
KOK noTeHw1-1anbHOe npespOL1..10eTC5l s A1-130il1H-npoAyKT KOK aKTyanbHOe . BHe KOM-
MYHl-1KOTl-1BHoro npocTpOHCTBO MO>KHO rosop1-1Tb o A1-130il1H-o6beKTe, KOTOpb1i11 06-
nOAOeT AOCTOT04HO OBTOHOMHblM cyL1..1ecrnosaH1-1eM 1-1 csoei/1 nornKoill pa3Bl-1Tl-15l. Ho
A1-130il1H-npoAyKT cnoco6eH COCT05lTbC5l TOnbKO B npowecce np01-13BOACTBO CKOOp-
A1-1H1-1pOBOHHblX 3H04eH1-1il1, OKTl-1BHblM Y40CTHl-1KOM KOToporo 5lBn5leTC5l nonb30BOTenb .
TpaHcsepc1-15l o6pa3a B nocnaH1-1e ocyL1..1ecTBn5leTc5l np1-1 noMOLl..11-1 KOMMYHl-1KO-
rnsHoil1 MeTOAonorn1-1, KOTopy10 5l npeAnara10 H03BOTb KYllbTYPHOH OHHMO~HeH, no-
CKOnbKY 3TOT cnoco6 Aeil1CTBl-15l Aeil1CTBl-1TenbHO MO>KHO cpOBHl-1Tb c «O>Kl-1BneH1-1eM »
o6pa3a. B nocnaH1-11-1 o6pa3 He AeM0HcTp1-1pyeTc5l, a KOK 6b1 B03Hl-1KOeT, npo5isn5l-
eTC5l, npo5lCH5leTC5l, pa3sopa41-1saeTC5l. Ha 3TOM 3Tane H041'1HOeTC5l pa6oTa c «<PaK-
Typoi/1 » HappaTl-1BHoro KOK OHO, c HapaL1..11-1BaH1-1eM ero «o6ono4KW>, seAb nocnaH1-1e
He CBOAl-1TC5l K o¢op MneHl-1IO y>Ke 1'1Me10L1..1eroC5l CMblCna, OHO npeACTOBn5leT co-
60111 cnoco6 craHosneHHR 3Toro CMb1cna. HapparnsHb1il1 KOKOH s ¢opMe nocnaH1-15l
np05lBn5leT ce65l KO K COCT05lHl-1e cornacoBOHHOro CMblCnornop4eCTBO Al-130il1Hepa 1-1
nonb30BOTen5l.
Pa3s1-1sa5lcb KO K >K 1-1soil1 opraHl-13M, o6pa3-nocnaH1-1e 30AOeT KOHTYPbl c1-1Tyaw1-11-1
Bne40TneHl-15l . npoC41'1TOTb noBeAeHl-1e >Kl-1BOrO opraHl-13MO BCerAO 30TPYAHl-1TenbHO,
1-1 , TeM He MeHee, A1-130il1Hepy Heo6XOAl-1MO 3Tl-1M 30Hl-1MOTbC5l - BblCTp01-1BOTb CBOl-1
cTpaTern1-1 ynpasneH1-15l nocnaH1-1eM. K ynbTypHa5l OHl-1MOWl-15l npeACTOBn5leT co6oi11 Me-
TOAOnorn10 pa3pa6oTKl-1 TOKl-1X CTpaTerni/1 1-1 1'1X peanl-130Wl-11-1.
,lJ,1-13ail1Hep , KOK y>Ke He pa3 6b1no CK030HO, He MO>KeT CTp01-1Tb CBOIO pa6o-
TY s >K eCTKOill n1-1Hei11Hoil1 nocneAOBOTenbHOCT1-1 : CH04ana np1-1AyM OTb CM b1Cnb1, 30-
Te M «30nO>Kl-1Tb » 1-1x s o6beKT 1-1 OTnpas1-1Tb s KOMMYHl-1KOTl-1BHoe npocTpaHcrno .
c MOMeHTO onpeAeneHl-15l KOHwenTO OH, no cyTl-1, 30Hl-1MOeTC5l BCeM 3Tl-1M cpa-
3Y , 1-1 Aeno y Hero OAHO - KO HCTpy1-1posaH1-1e o6pa3a. MeH5llOTC5l TOnbKO paKyp-
3. HAPPA TV1BHblil1 KOK OH - KOMM YHV1KA TV1BHA 51 MO,D,Enb ,D,V13Ail1H-nPO,D,YKTA 43

ebr : s eeMl-10H14eeKOC1 MO,o,en1-1 o6pa3 npe,o,eTaeT KOK wenoeTHOe, 30sepweHHOe

eMbrenosoe o6pa30SOHl-1e; s ,o,1-1eKype1-1sHOC1 - KOK eMbrenosoe o6p030SOHl-1e I OT-
KpblTOe ,o,n>i 1-1HTepnpeTOWl-1C1; s noenOHl-11-1 - KOK npoweee npo1-13so,o,erna eMbrenos .
HanoMHIO, enoso «KOHeTpy1-1posaH1-1e » s HeonparMaT1-1eTe Ko~ Tpa,o,1-1w1-11-1 03H040eT y'-la-
crue s eo3,o,aH1-11-1 Toro, Yero paHbwe He eyw,eernosano, Ho 4TO 06Hapy>1<vrnaeTe>i,
eTOHOSl-1Te5l s npoweeee KOMMYHl-1KOWl-11-1.

TaKl-1M o6pa3oM, noH>iT1-1e HappaT1-1sHoro KOKOHO no3son>ieT: u.J

:s:
I
<(

• eoepe,o,OT041-1Tb SHl-1MOHl-1e He TOnbKO HO 30Mbrene I HO 1-1 HO HCnOnHe- c:::

u
0
c
HHH 3Toro 30Mbrena, TO eeTb o6Hapy>Kl-1Tb l-1HeTpyMeHTOnbHblC1 aeneKT
,O,l-130C1Hepe Koro Kpearnsa 1-1 nepee1rn OT KOHeTOTOWl-1C1, KOKl-iM ,o,on>KeH
6brTb ,o,1-13ai:1H-npo,o, YKT, K noH1-1MaH1-110 Toro, KOK OH eo3,o,aeTe>i;

• oeMbrenl-1Tb KOHeTpy1-1posaH1-1e KOMMYHl-1KOTl-1SHOro peeypea ,O,l-130C1H-

npo,o,yKTO s e1-1HxpOHHOM pe>1<1-1Me, TO eeTb, ex sOTblSO>l s e,o,1-1HeTse see
MOMeHTbr 3Toro npoweeea: eeM1-10T1-1YeeKoe Mo,o,en1-1posaH1-1e, KOHTeK- •
eTyanl-130Wl-110 eeMl-10Tl-14eeKoC1 MO,o,en1-1 1-1 ee KynbTYPHYIO OHl-1MOWl-1IO.
r-
eu.J
Ha 3TOC1 TeopernKo-MeTo,o,onor1-14eeKoC1 6a3e eTaHos1-1Te>i so3MO>KHOC1 pa3pa- ::1
I
0
6oTKO TeXHOnornC1 KOHeTpy1-1posOHl-15l ::i¢¢eKrnSHOro ,O,l-130~H - npo,o,yKTa 1-1 ¢1-1Kea- "'
Wl-15l 3TOro npoweeea s AH3CHH - KOAe Happan1BHOro KOKOHC, KOTOpbrC1 onpe,o,em1-
eT npowe,o,ypbr ceMHOTH~eCKOro MOA011HpOBCHHSI HapparnsHorO KOKOHO 1-1 npaKrnKl-1
KOHT0KC,-YC11"13CLJ.HH / nepeS0,0,5lW,l-1e era S pe>Kl-1M ,O,l-1eKype1-1SHOC1 MO,O,enl-1. noeKOnb-
KY o6pa3, 30Kn10YeHHb1 C1 s ,o,1-13aC1H-npo,o,yKTe, 1-1, eoorneTerneHHo, era Mo,o,enb -
HappOTl-1SHblC1 KOKOH - Hl-1KOr,o,a He MO>KeT np1-1H5lTb OKOH40TenbHYIO, 30sepweHHYIO
¢opMy 1-1 seer ,o,a Haxo,o,1-1Te>i s npoweeee eTaHosneH1-1>i 1-1 TpaHe¢opMaw1-11-1, Heo6xo-
,o,1-1Mo Sbl5lSl-1Tb enoeo6br «nporpaMM1-1posaHl-15l » HappOTl-1SHOro KOKOHO HO eaMOHO-
eTpOC1Ky 1-1 eaMOp03Sl-1rne - TeXHOnOrnl-1 KYllb,-YpHOH CHHMCU.HH .

I
•:S:
<(

"'
:s:
C[
 45

e
~
"'i
•S
<(
m
.D,V13A~H-KO.D, HAPPATV1BHOIO KOKOHA s
q

4. KOHL\EnT - «5ID.PO » HAPPAT\11BHQrO KOKOHA

UJ
s
5 . HAPPA T\11BHbl(:1 KOK OH I
<(
c::
KAK CEMll10Tll1'1ECKA51 MOD.Enb u
0
c
6. HAPPA T\11BHbl(:1 KOK OH
KAK D.111CKYPCll1BHA51 MOD.Enb

7. KYJlb TYPHA5l AHll1MAL\1115l m

;[_
CEM1110T\11'1ECK0(:1 D.111CKYPCll1BH0(:1 MOD.Enll1
"'0

8. D.1113A(:1H-EiPll1Ci): CTPYKTYPA 111 Ci)YHKL\111111

4. KOHLJ,EnT - «51,lJ,PO» HAPPATV1BHOIO KOKOHA

3¢¢eKTV1BHOCTb AV130tl1HepcKotl1 npOKTV1KV1 onpeAen~eTC~ TeM, HOCKOnbKO YeTKO

I
I
V1 BH~THO Bbtpo>t<eHo cyTb nocTosneHHblX 30K03YV1KOM 30AOY. CAenoTb 3TO AOn- 0
"'
0
>t<eH AV130tl1Hep B ¢opMe KOHu,ema - KOMnoKrnoi/1 CMb1cnosot11 KOHCTPYKLIV1V1 . KoH- "'::;;
•S

L1enT - KnlOYeBO~ TOYKO B npoL1ecce C03AOHV1~ AV130tl1H-npoAyKTO : c Hero HOYV1HO- I

co
~
eTC~ po60TO V1 no HeMy CBep~eTC~ pe3ynbTOT . ~<(
CoMo noH~TV1e «K OHL1enT » KO MHoroMy o6~3blBOeT. CyL1.-1ecrnyeT TOYKO 3peHV1~, I

cornOCHO KOTOpoi/1 KOHL1enTbl V1 V1X C03AOHV1e ~Bn~IOTC~ V1CKnlOYV1TenbHO npeporaTV1-

BOil1 ¢V1noco¢V1V1 V1 V1Cnonb30BOHV1e 3Toro noH~TV1~ B KOMMYHV1KOTV1BHblX AV1CLIV1nnV1HOX

1
HeyMeCTH0 . 0AHOKO TPYAHO cornocV1TbC~ c TOKOll1 « MOHononV1eil1», TeM 6onee YTO

¢V1noco¢cKO~ npopo60TKO KOHL1emo OYeHb MHOroe AOeT npV1KnOAHblM AV1CL1V1nnV1HOM.

V1cnonb3Y~ KOHL1enT B KOYecrne KnlOYeBoro noH~TV1~ B AV130tl1He, ~ onV1pOIOCb HO ¢V1-

noco¢cKyt0 TPOKTOBKY KOHL1enTo KOK «KOHrypa HeKoroporo co6btTJ151» V1 nOHV1MOHV1e

I
•S
<(
m
CM.: D.ene3 >K., fsanap'1 cD. '-lTO TOKOe <jmnocoqm>i? I nep. c <Pp. '1 nocnecn. C. H. 3eHK'1HO . - M .: 111HCT'1TYT s
q
3Kcnep'1MeHTOnbHOC1 co14'1onor'1'1; Cn 6.: Anernc:t>i, 1998 .
46 ,D,V13Ail1H-KO,D, HAPPA TV1BHOIO KOKO HA

ero C03AOHV15l KOK «COMononarOHH?I», YTO 3HOYV1T - CKOHCTpyV1pOSOTb KOHwenT MO>K-

HO TOflbKO s csoC1cTseHHOC1 eMy V1HTYV1l...lV1V1, o6paw,05lCb K «nflOHy>> KOHwenTa, KOTO-

2
pbit/1 He cosnOAOeT c HV1M, HO CKpblSOeT ero 30YOTKV1 . 3Ta MblC!lb S03spaw,aeT HOC

K nOHV1MOHV1IO AV130tl1HO KOK npaKTV1KV1 rpOHV1l...lbl, C03AOIOW,etl1 S03MO:>KHOCTb co6bl-

TV15l . B KoHweme <j:>V1KCV1pyeTc5l onpeAeneHHOCTb TOKot/1 rpaHV1l...lbl. « nnaH » AV13atl1Hep-

cKoro KOHwenTO CKflOAblSOeTC5l V13 MOCCV1SO V1H<j:>OpMOL..lV1V1 I nonyYeHHOC1 OT 30K03YV1-

KO, HO o6Hapy:>KV1Tb KOHL..lenT AO!l:>KeH COM AV130"1Hep.

npeAnO!lOrGeTC5l 1 YTO 30K03YV1K npV1XOAV1T C 5lCHblM nOHV1MOHV1eM TOrO, YTO eMy

HY:>KHO, V1 ¢opMyllV1pyeT CSOV1 no:>Ke!lOHV15l, OCHOSblS05lCb HO V13yYeHV1V1 pb1HOYHOC1

V1 KY !lb TypHot/1 CV1TYOL..lV1V1, HO 3HOHV1V1 csoV1x wenesb1X rpynn V1 co6cTseHHblX CV1flbHblX

cTopoH, KOTOpb1e OH xoTen 6b1 « 03SYYV1Tb » AV130tl1HoM. TaK V1 npoV1CXOAV1T s cnyYae

KopnopaTV1SHoro 30K03YV1KO, MOpKeTV1Hrosa5l cny>K6a KOToporo onpeAe!l5leT wenb

npoeKTO, wenesb1e rpynnbl, KOHKypeHTHble KOMneTeHL..lV1V1 V1 n03V1l...lV10HV1pOSOHV1e cso-

ero 6peHAO .

Ho see ycno:>KH5leTC5l, ecnV1 30K03YV1K npeACTOS!l5leT caMoro ce65l, HanpV1Mep,

30K03~saeT AV130tl1Hepy V1HTepbep co6cTseHHOC1 KsapTV1p~. B 3TOM cnyyae secb-

MO npo6neMOTV1YHO nonyYV1Tb OT Hero SH5lTHble OTSeTbl HO nepeYV1C!leHHble sonpo-

Cbl: OH soo6w,e MO:>KeT He nOH5lTb, YTO V1MeeTC5l s SV1AY nOA wenesblMV1 rpynna-

MV1 (seAb OH COM V1 eCTb wenesa5l rpynna) I 0 KOKV1X KOHKypeHTHblX KOMneT8Hl...lV15lX

V1 no3V1l...lV10HV1posaHV1V1 V1AeT peYb. Bee 3TO CTOSV1T 30K03YV1KO s TynV1K, V1 AV130"1He-

py npV1A8TC5l nOTPYAV1TbC5l - HOC1rn V1Hble ¢opMy!1V1pOSKV1, ynoTpe6V1Tb CSOV1 KOM-

MYHV1KOTV1SHble HOSblKV1 , YT06bl nonyYV1Tb OTSeTbl. ,D,pyroro nyTV1 HeT - TO!lbKO TOK

MO:>KHO nOH5lTb, Yero s c e-TOKV1 XOYeT 30K03YV1K, cornacosaTb c HV1M csoe nOHV1MO-

HV1e V1 c¢opMyllV1posaTb KOHwem I KOTOpb1"1 30TeM 6yAeT pa3sepHyT s KOHL..l8nl...lV1IO .

,D,osO!lbHO YOCTO 30K03 npeACTOS!l5leT co6otl1 MOCCV1S pa3Hoo6pa3HOC1 V1H¢op-

MOL..lV1V1. Ho AO>Ke YeTK05l ¢opMynV1pos K a 30AOYV1, nonyYeHH05l OT 30K03YV1Ka, He

5lS!l5leTC5l KoHwenToM, a TOflbKO OAHV1M V13 napaMeTpos . KaK spaY npoCV1T 6onb-

Horo pacCK03blSOTb 0 CV1MnTOMOX, a He CTOSV1Tb ce6e AV10rH03, TOK V1 AV130C1Hep

>KAeT OT 30K03YV1KO COMOro nOAp06Horo pacCK030 0 CSOV1X :>K8!10HV15lX, HO KOH-

wem ¢opMynV1pyeT caM. KoHwem - 3To pa6oTa AV130"1Hepa, V1 Afl5l Toro YT06b1 ee

CAeflOTb, MOflO nonyYV1Tb V1H¢opMOL..lV1IO - Heo6XOAV1MO nOH5lTb o6w,V1"1 KOHT8KCT

3TOC1 V1H¢opMOL..lV1V1, o6Hapy:>KV1Tb CKpb1Tbl8 CMblCflbl, A060SV1Tb HeAOCTOIOW,V1e 3Se -

2 TaM >Ke.
 4. PA3PA50TKA KOHL.lEnTA 47

Hb5l . JJ.1113oi:;1Hep He cso6oAeH B onpeAeneH"1"1 KOHL.J,emo, nOCKOnbKY "1CXOA"1T "13

30AOHHblX nopoMeTpOB, HO "1MeHHO OH ¢opMyn111pyeT KOHL.J,em "1 30TeM cornoco-

e
~
LO

BblBOeT ero c 30K034"1KOM. ±.

•:S:
<(

HonoMHIO, A"130i:;iH - 3TO npoKT"1KO rpoH"1L.J,bl s po3HblX CMb1cnox 3Toro cnoso, "'q
:s:

111 nocTosneHH05l 30AOYO npeACTOBn5ieT co6oi:;i nepsy10 TOKYIO rpoH111u,y, 111n111 c111-

CTeMy orpOH"14eH"1i:;i. np111YeM A"130i:;iHep 30"1HTepeCOBOH B TOM, 4T06bl 3TO rpOH"1Ll,O

6b1no KOK MO.>KHO 6onee YeTKOi:;i : YeM onpeAeneHHee 30A040, TeM 3¢¢eKrnBHee A"1-

30i:;iHepcK"1i:;i TPYA HOA KOHL.J,emoM "1 B KOHe4HOM C4eTe HOA npOAYKTOM . np111 3TOM
s
I
<(
c::
cneAyeT OTAOBOTb ce6e OT4eT B HeB03MO.>KHOCT"1 AOCT"1.>KeH"15l « nonHoi:;i » "1 « OKOH- u
0
c
40TenbHOi:;i » cornocosoHHOCT"1 c 30K034"1KOM . Bee posHo rpoH111u,o 6yAeT « Apei:;i<j)o-

BOTb » I noCKOnbKY onpeAen5ieTC5l MHOr"1M"1 nepeMeHHblM"1 : TeXH"14eCK"1M"1 ycnOB"1-

5lM"1, cpoKOM"1, 610A.>KeTOM, COL.J,"10nbHOi:;i c111Tyou,111ei:;1, MOAOi:;i, nc111xonornYeCK"1M"1

oco6eHHOCT5lM"1 30K034"1KO 111 T . A . KoK po3 An5i Toro, YT06b1 He norpy3"1TbC5l s xooc "'Ci:.
LO
0
HeonpeAeneHHOCT"1, "1 Hy>KeH KOHL.J,enT.

JJ.1113oi:;iH, KOK y>Ke 6b1no CK030HO, MO.>KHO poCCMOTp"1BOTb B p03HblX "1nOCTOC5lX,

111 s OAHOi:;i 1113 H"1X OH 5iBn5ieTC5l 61113Hec-npou,eccoM co sceM111 np111cyll..(111 M 111 eMy xo-

poKTep111cT111KoM111 : u,enecoo6p03HOCTblO, o6oCHOBOHHOCTblO "1 opraH"130BOHHOCTblO.

noCKOnb K Y MOpKeTOnOrl-15! cneL.J,"10n"13"1pOBOHHO 30H"1MOeTC5l MeXOH"13MOM"1 o6ec -

neYeH"15l 3¢¢eKT"1BHOCT"1 61113Hec-npou,eccos, Mbl socnonb3yeMC5l ee 111HcTpyMeHTO-

p111eM An5i onpeAeneH"15l K OHu,enTo .

I
A Ha m 1TH 'i ecKasi 'iO CTb , c KOTopoi:;i H04"1HOeTC5l po6oTo HOA A"130i:;iH-npoAy K TOM, I
0
30KnlOYOeTC5l s onpeAeneH111111 u,enH npoeKTO, u,eneBbl X r pynn, KOMneTeHU,H ~ 111 no3H - "'
0

U,HOHHposa H HSI npOAY KT O. B n1060M yye6H111Ke no MOpKernHry MO>KHO Hoi:;irn on111-

"'::c
•:S:
I

COH111e 3T"1X no3111u,111i:;i, no3TOMY 5l orpoH"14YCb yK030H"15lM"1 HO 111x cneu,111¢111Ky s A"1- "'>-
:s:
CiCL:.
30i:;iHepcKoi:;i npOKT"1Ke. <(
I

U.Enb npoeKTO oTBeYoeT He HO sonpoc «'ITO HOAO CAenOTb? » , o HO sonpoc «KaKoe

cne,t1c rsHe AOn>KHO "1MeTb npo1113seAeHHoe A"130i:;iH-npOAYKTOM sneYOTneH111e? ».

To K, u,enb npoeKTO « "1HTepbep KBOpT111pb1 » cocT0"1T He s TOM, YT06b1 C03AOTb «M e-

CTO npo.>1<111soH1115i » , o u,enb npoeKTO « 0¢111wo » He s TOM, YT06b1 « npo111H¢opM111po-

BOTb o Meponp1115iT"1"1 ». Ecn111 nOAYMOTb HOA sonpocoM, HO KOTOpb1i:;i « OTBeYoe T»

u,enb, TO u,enblO npoeKTO « "1HTepbep KBOpT111pb1 » MO.>KeT OK030TbC5l: o} "13MeHeH"1e

o6p030 .>K"13H"1 (Honp111Mep, B CTOpOHY 6omwei:;i OTKpblTOcrn}; b) 30 K penneH"1e I

•:S:
<(
"13MeHeH111i:;i s co6cTBeHHOM o6po3e (Ho n p111Mep, oll..(yll..(eH111e ce65i He cyx111M ¢YHK- "'
:s:
q
u, 111 0HepoM, 0 TpeneTHO i:;i , n03T"14eCKOi:;i HOTypoi:;i}; c} AeMOHCTp111pOBOH"1e HOBoro
 48 ,D,V13A111H-KO,D, HAPPATV1BHOIO KOKOHA

COUV10nbHOro CTOTyco V1 T.,O,. V1, COOTBeTCTBeHHO, wen71MV1 npoeKTO «O<j>V1WO » MO-

ryT 6b1Tb : o) ,o,eMOHCTp1t1posoH1t1e cToTyco cnoHcopos MeponpV17!TV171; b) np1t1sneYe-

HV1e BHV1MOHV171 K COUV10nbHblM wen7!M MeponpV17!TV171; c) o6ecneYeHV1e BV13yOnbHO~

HOBV1rGUV1V1 ,o,n71 npoXO>KV1X V1 T.,O,.

EcnV1 wenb npoeKTO onpe,o,en7ieTC71 KopnopoTV1BH~M 30K03YV1KOM, TO OH s~6V1-

poeT ee, KOK npos1t1no, V13 cne,o,y10w,ero cn1t1cKo: o) no,o,,o,ep>1<0HV1e no3V1WV10HV1po-

BOHV171; b) peno3V1WV10HV1posoHV1e; c)
no,o,,o,ep>1<0H1t1e V1HTepeco y wenesb1x rpynn;
3
d) npV1sneYeHV1e HOBblX weneBblX rpynn . D,V130~Hepy OCTOeTC71 TOnbKO BHecrn YTOY-

HeHV171. V1HOYe o6CTOV1T ,o,eno c YOCTHblM 30K03YV1KOM, y KOToporo HeT OYeBV1,0,HO~

61t13Hec-cTpoTernV1, o ecTb TOnbKO cMyTHb1e >1<enoHV17!. Ho wenb s n1060M cnyYoe

ecTb, V1 ,O,V130~Hepy np1t1,o,eTc7! ee ycTOHOBV1Tb.

L.J,EnEBblE rPvnnbl oTBeYOIOT Ho sonpoc «AflJI Koro?». 3,o,ecb on71Tb >Ke Henb371 no-
HV1MOTb 6yKBOnbHO - « ,O,V130~H V1HTepbepo ,o,n71 ceMbV1 V13 Tpex YenoseK » V1nV1 «6y-

KneT ,o,n7i noKynoTene~ ». PeYb 1t1,o,eT 06 onpe,o,eneHV1V1 noTpe61t1TenbcKo~ Mornso-

WV1V1 . B MOpKeTV1Hre onV1COHV1e wenesb1x rpynn HOYV1HOeTc71 c cow1t10,o,eMorpo<!>1t1Ye-

cKV1X xopOKTepV1CTV1K, K KOTOpblM OTHOC71TC71 «cnpOBOYHble » cse,o,eHV171: non, 803-

pocT, npo<j>ecc1t10HonbH07! np1t1Ho,o,ne>1<HOCTb, ceMe~Hoe nono>1<eH1t1e, MecTo npo-

>KV1BOHV171, ,o,oxo,o, V1 T.n. UeHHOCTb 3TV1X cse,o,eHV1~ ,o,n7i onpe,o,eneHV171 KOHuemo He-

Bb1c0Ko, rop03,0,0 6onbwee 3HOYeHV1e V1MelOT COUV10nCV1XOnOrV1YeCKV1e xopOKTepV1 -

CTV1KV1 weneBblX rpynn, OHOnV13 KOTOpblX V1 n03BOn71eT npo7!CHV1Tb noTpe6V1TenbCKYIO

MOTV1BOWV1IO.

Y scex n0Tpe61t1Tene~ ,O,V130~Ho npV1 sceM V1X MHoroo6po3V1V1 eCTb o6w,ee - no-

Tpe6HOCTb s ,O,V130~He . Ho YTO KOHKpeTHO V1W,eT n0Tpe61t1Tenb s ,o,V130~H-npo,o,yKTe?

lfro6b1 OTBeTV1Tb HO 3TOT sonpoc, H0,0,0 BCnOMHV1Tb, YTO ,O,V130~H-npo,o,yKT - 3TO 3HO-

KOBbl~ npo,o, YKT, onpe,o,eneHHoe nocnOHV1e, np1t1YeM He TOnbKO nocTV1raeMoe, HO V1 ne-

pe>1<1t1soeMoe. D,1t130~H-npo,o,yKT He 71Bn7ieTC71 npe,o,MeToM noTpe6neHV171 s 6yKsOnbHOM

CMblCne, nOCKOnbKY MOTV1BOWV171 ero n0Tpe61t1Ten71 COCTOV1T He B TOM, YT06b1 KynV1Tb

V1 V1Cnonb30B0Tb, 0 B CTpeMneHV1V1 6b1Tb BOBneYeHHblM B onpe,o,eneHHOe COCT071HV1e V1

s onpe,o,eneHHYIO cpe,o,y. 06pow,o7icb K ,o,V130~H-npo,o, YKTY, n0Tpe61t1Tenb oco3HOHHO

V1nV1 Heoco3HOHHO >KenoeT, YT06b1 3TOT npo,o, YKT cTon YOCTblO ero >KV13HV1, V1CTOYHV1-

KOM V1HTenneKTyOnbHOro V1 3MOUV10HOnbHOro OnblTO. '-ho 6bl HV1 sneKnO n0Tpe61t1Ten71 K

3 CM .: Poconep ,D, :>t< .P., n ep01 n. PeKflOMO l'1 npOAB1'1 :>KeHl'1 e TOBOpOB I n ep. c OHrfl. - C n 6.: n1-1rnp, 2001.
c. 123- 154 .
 4. PA3PA50TKA KOHL.lEnTA 49

AV130C1H-npoAyKTY, OH acer Ao V1Ll..18T snel4arneHHe, KOTopoe npoV13BOAV1T B HeM co6-

B
CTBeHH051 po6oTo no V1HTenneKTOflbHOMY nepe>t<V1BOHV1IO AV130il1H-npoAyKTO. Bonpoc B :s:
"-
LO

TOM, MO>KHO JlV1 KOK-TO TV1nOJlOrV13V1pOBOTb 3TV1 nepe>t<V1BOHV151, V1JlV1 BblA8flV1Tb Ha6op i
>:S:
<(

06b1YHO >KenoeMblX nepe>t<V1BOHV1111? B V1CCfl8AOBOHV151X no MapKeTV1Hry AOIOTC51 TOKV1e "'q

:s:

6onee V1flV1 MeHee CXOAHb1e TV1nonorV1V1, 51 npeAnarat0 csoi/1 sapV1aHT, KOTOpb1i11 MHe

npeACTOBJl518TC51 HOV16onee onepOU,V10HOJlbHblM.

noTpe6V1T8Jlei/1 AV130il1H-npOAYKTO MO>KHO p03A8flV1Tb HO AB8 KOTeropV1V1: « npo-

LI.J
:s:
CTOll1» nOTpe6V1T8Jlb V1 « CflO>KHbli/1 » nOTpe6V1T8flb. nepBbli/1 TOK H03BOH / nOTOMY YTO I
<(
c::
ero noTpe6V1T8JlbCK051 MOTV1BOL.J,V151 AOCTOTOYHO OY8BV1AHO, y BTOporo, HOnpOTV1B, u
0
c
OHO H80Y8BV1AHO V1 H80AH03HOYHO. 0AHOKO V1 « npOCTOC1 » noTpe6V1T8flb He BCerAO

npocT I BOnpoc TOJlbKO B CTeneHV1 3TOC1 « HenpoCTOTbl ».

"';[_
LO
0
B no,0061-11-1: CTp8Mn8H"18 6b1Tb nO XO>K"1M
« V1M"1TOT0p »
HO np8.QCTOB"1T8n8i::i p8¢8p8HTHoi::i rpynnb1

B np1-106u.(8HHOCT"1 : CTp8Mn8H"18 BOi::iTl-1 B HOBYIO

.QMl c86.si cp8 ,qy

B CT06"1nbHOCT"1: CTp8Mn8H"18 no,q,q8p >Ki-1 B0Tb

np1-1Bbl4Hbli::i 06po3 >K"13 H"1

B ¢YHKL\"10HOnbHOCrn : CTp8 M n8H"18 K pOL\"10HOnbHO- I

« cJ)yH K L\"10HOn"1 CT»
0
CT"1 1-1 om1-1MOnbHOCrn cso8 ro o6po3o >K"13 H"1 "'0
"'
>:S:
J5
I
CD

~
;[_
"-
<(
I

B HOB"13H8 : CTp8Mn8H"18 K o6p8T8H"1IO HOBoro "1H-

« 3KCn8pi-1M8HTOTOp »
T8nn8 KT yOnbHOro "1 3MOL\"10HOnbHOro onbl TO

s YTB8p >K .Q8H"1"1 co6cT B8HH Oro o6po3o : CTp8Mn8-

« V1H,Q"1B"1,Q yon"1 CT»
H"18 nO,Q48pKHYTb CBOIO "1H,Q"1B"1.QyOnbHOCTb

B COM0"1,Q8HT"1 ¢"1KOL\"1"1 : CTp8Mn8H"18 BblCTp01-1BOTb

« HOpl.\"1 CC »
csoi::i co6cTB8 HHb1i::i o6po3

I
>:S:
« 3CT8T » B "1HT8nn 8KT yOnbHO M n8p8>K"1BOH"1"1 ¢opMbl <(

"'
:s:
q
50 ,D,V13Ail1H-KO,D, HAPPA TV1BHOIO KO KOHA

« VIMMTaTop », KOK y'>+<e 6blJ10 CK030HO, He T OK Y'>+< «npocT ». Bo-nepsb1x, TO T , KT O

cTpeMV1TC5l K AV130ii1Hy, y'>+<e He npocT, so-BTOpb1x, « V1MV1TOTop » , AO'>+<e xopowo

nOHV1M05l, HO KOro OH X04eT 6b1Tb noXO'>KV1M I MO'>KeT nnoxo npeACTOBn5lTb u,eHHO-

CTV1 V1 npeAn04TeHV15l CBOV1X KYMV1pos, B-TpeTbV1X, « V1MV1TOTOp » MO'>K.eT CTpeMV1Tb-

C5l 6b1Tb nOXO'>KV1M HO « CnO'>KHOrO » nOTpe61--1Ten5l . nony40eTC5l, 4TO OH He npOCT

COM no ce6e V1 He npocT An5l AV130ii1Hepo. V1 see '>Ke « V1MV1TOTop » noToMy V1 « V1MV1-

TOTOp » , 4TO OH '>+<enoeT npe'>+<Ae scero sHewHero n0Ao61--15l, no3TOMY AV130ii1Hep

np1--1 Bbl5lCHeHV1V1 ero '>+<enOHV1ii1 MO'>+<eT onep1--1pos0Tb oHonoraMV1, 4TO, 6e3ycnosHo,

ynpOLl.IOeT po6oTy HOA KOHL.J,emoM.

«Heocj>MT» - no cyT1--1 TO'>+<e « V1MV1TOTop » , HO « npoABV1HYTblii1 » : OH CTpeMV1TC5l He

TOnbKO K BHewHeMy nOA06V1IO, HO V1 K BHyTpeHHeMy COOTBeTCTBV1IO. 3To 6onee

TOHKV1ii1, 30V1HTepecOBOHHblii1 n0Tpe61--1Tenb, cnoco6Hblii1 30 BHeWHV1M BV1AeTb BTO-

poii1 nnoH AV130ii1H-npOAYKTO.

«TpaAMU.MOHanMCT » V1 «cj>yHKU,MOHOnMCT » - « npoCTbl » B TOM CMblCne, 4TO xopowo

3HOIOT, 4TO V1M HY'>+<HO, V1 V1Me10T YeTKV1e Kp1--1Tep1--1w nepsb1ii1 on1--1poeTC5l HO npV1Bbl4-

HOe, BTopoii1 - HO nposep5leMble xopoKTepV1CTV1KV1.

«3KcnepMMeHTOTOp » 5lBn5leTC5l COMblM nOH5lTHblM B rpynne « CnO'>K.HblX » n0Tpe61--1Te-

neii1: OH xopowo 3HOeT, 4TO eMy HY'>+<HO, - yAosnernopV1Tb noTpe6HoCTb s HOBOM

on~Te. 5norOAOP5l csoeii1 OTKP~TOCTV1, HenpeAB35lTOCTV1, roTOBHOCTV1 K HeCTOH-

AOPTHblM peweHV15lM OH 6nV130K AV130ii1Hepy no AYXY.

«lllHAMBMAyanMCT» 6onee p03H006po3eH B CBOeii1 MOTV1BOL.J,V1V1 . nocKOnbKY AV130ii1H

eMy Hy'>+<eH An5l o¢opMneHV15l csoeii1 V1HAV1BV1AyonbHOcrn, KOK OH ce6e ee npeA-

CTOBn5leT I cnO'>KHOCTb COCTOV1T B TOM, 4T06bl nOH5lTb cyTb C03AOBOeMoro V1M o6-

p030. 3AeCb eCTb cso1--1 nOATV1nb1, Honp1--1Mep, « HOHKOH¢opMV1CT » , MOpK1--1py10L1.1V1ii1

CBOIO V1HAV1BV1AyOnbHOCTb OTCTpOV1BOHV1eM OT MOCCOBOro pb1HKO c ero nownoCTblO I

yH1--1¢1--1Kou,1--1eii1, V136~T04H~M noTpe6neHV1eM V1 npo3AHOii1 AeKopoTV1BHOCTblO. Ero

o6po3 - 3TO o6po3 V1HTenneKTyonbHoro ocKeTo, CTpeM5lL1.1eroc5l K MV1HV1MOnV13-

My 1--1 OCMb1cneHHOCTV1 s AV130ii1He . B n1060M cnyYoe V1HAV1BV1Ayon1--1cT cTpo1--1T csoii1

o6po3 HO OCHOBe KOKOii1-TO CV1CTeMbl u,eHHOCTeii1 I 4TO An5l AV130ii1Hepo BO MHOrOM

ynpoL1.1oeT Aeno .

« Hapu,Mcc » TO '>+<e « V1HAV1BV1AyOnV1CT » , HO ecn1--1 « V1HAV1BV1AyonV1CT » 3HOeT, s YeM 30-

Knl040eTC5l ero V1HAV1BV1AyOnbHOCTb, TO « HOpL..1,V1CC » He V1MeeT co6CTBeHHOro o6po-

 4 . PA3PA50TK A KOHL.lEnTA 51

30 V1 V1W.eT ero s AV130171He, OTCIOAO ero HenocneAOSOTeflbHOCTb, V1ppOL..1,V10HOflb-

HOCTb, V1CTepw-tHOCTb 1-1, KOK CfleACTSl-1e, - npeAeflbH05l CflO:>KHOCTb.

e:s:
a..
LO
:t
>:S:
«3cTeT» - coM05l oyTeHrnYH05l noTpe6V1TeflbCK05l rpynno AV130l71H-npoAyKTO . B AV130t71- <(

He ero npV1SJleKOeT He l-1CKOMbll71 CTOTyc, He CB05l V1HAV1SV1AYOllbHOCTb V1 He S03MO:>KHbll71

"'
:s:
Q

o6po3, o COM AV130t71H . « 3cTeT>> nonyYoeT YAOSOflbCTBV1e OT co3epu,oHV15l V1 po3raAblSO-

HV15l AV130l71H-npoAyKTo, OH u,eHV1T TOHKYIO po6oTy, yyscTBV1TeneH K HIOOHCOM, K c0Kpb1-

T0My I K CflO:>KHOCOYV1HeHHOMY. n106osb «3CTeTO » K AV130'71Hy KO:>KeTC5l 6eCKOpb1CTHOt71 , LJ.J

:s:
I
<(
HO 3TO He cosceM TOK : s KOHeYHOM CYeTe s AV130'71He OH Jll06V1T COMOro ce65l - YTOH- c
u
YeHHOro, yyscTBV1TeflbHOro V1HTenneKTyono. 3To - «CllO:>t<Hb1'71 » noTpe6V1Teflb, noToMy 0
c
YTO He xy:>t<e AV130171Hepo yyscrnyeT AV130171H, HO OH :>Ke COMbl'71 6norOAOpHbll71 noTpe6V1-

Teflb, nocKOflbKY cnoco6eH ou,eHV1Tb V1 AV130l71HepcKV1171 TPYA, V1 AV130l71HepcKV1171 npOAYKT .

ilV130'71Hepy nerKO po60TOTb Afl5l « 3CTeTOS », nOCKOflbKY OH COM - 3CTeT. 3CTeTV13M -

"'
g:
3TO YYTbe, CKflOA, TOflOHT, KOTOpb1'71 MO:>t<HO po3sV1sOTb, ecnV1 OH ecTb, HO HOYYV1Tb - LO
0
C5l 3TOMY Heso3MO:>t<Ho . iln5l AV130t71Hepo o6noAOHV1e TOKV1M AOpoM o65l30TeflbHO.

3To He 3HOYV1T, YTO OH seer AO see AenoeT 3CTeTCKH, HO OH AO!l:>KeH cTpeMV1TbC5l

K 3TOMy . ilpyrnMV1 CJ10SOMV1, AV130'71Hep - scerAO 3CTeT, no Kpot71Het71 Mepe, s Aywe.

Po3yMeeTC5l, npeACTosneHH05l TV1nonorn5l, KOK V1 n10605l Apyro5l, AOeT TOflbKO

opV1eHTV1pb1 Afl5l yTOYHeHV15l u,enesb1x rpynn . HoAO scerAO noMHV1Tb, YTO «YV1CTblX » TV1-

nos He 6b1soeT, s peonbHOCTV1 xopoKTepV1CTV1KV1 MoryT nepeMeWV1SOTbC5l COMbl M npV1-

YYAllV1SblM V1 npoT1-1sopeYl-1SblM o6po30M. V1 see :>Ke 3TO TV1nonorn5l no3sOn5leT npo-

I
I
pV1cosoTb nopTpeT «reposi », 3HOMeHy10w.1-1'71 nepexoA OT o6cTpOKTHOl71 u,enesol71 rpyn- 0

nb1 K H8KOTopol71 1-1HAl-1SV1AYOllbHOCTl-1 . « I epol71 » - 3TO y:>t<e yTOYHeHHbll71, « V1AeHTV1cpV1-

"'
0
"'
>:S:
:a
u,1-1posOHHbl'71 » npeACTOSl-1T8flb u,enesol71 rpynnbl, y KOTOporo eCTb SHeWHOCTb, MOHe- I
co
~
po, npV1CTpOCTV15l V1 npoY1-1e YepTbl, n03SOfl5llOW.V18 OYenoseYV1Tb TV1nO:>t<, OAywesV1Tb,
~<(
l-1HAV1Sl-1AYOllV131-1pOSOTb, HOA8fll-1Tb 3MOL..1,V10HOflbHblM nOCblflOM, YTO OY8Hb SO:>KHO Afl5l I

AV130'71Hepo, KOTOpb1'71, s OTJ1V1YV1e OT MOpKeTOflOro, AO!l:>K8H He TO!lbKO 3HOTb csoe-

ro noTpe6V1Tefl5l, HO 1-1 YYSCTBOSOTb ero.

Y A1-130l71Hepo, noMV1MO noTpe6V1TeflbCKol71, ecTb ew.e OAHO « u,eneso5l rpyn-

no » - OH COM . BHe 30SV1CV1MOCTl-1 OT noTpe6V1Tefl5l A1-130l71Hep AenoeT TOK, KOK CYV1-

TOeT HY:>t<HblM - YYV1Tb1soeT sKycb1 n0Tpe61-1Tefl5l (3oK03YV1Ko}, HO He o6cny:>t<V1soeT V1X .

CocT05lSWV1'71C5l AV130t71Hep co speMeHeM npV1XOAV1T K 3Tol71 Mb1CnV1: Aeno5l YTO-nV16o,

AY M OTb TOflbKO o TOM, KOK 3TO CA8flOTb nyYwe, o He o TOM, KOMY 3TO AOll:>KHO I
>:S:
<(
noHposV1TbC5l, - AeflOTb KOK 6b1 « Afl5l ce65l ». 0AHOKo Afl5l Toro, YT06b1 3TO ce6e "'
:s:
Q
no3SOflV1Tb, HOAO npol71TV1 onpeAeneHHbll71 nyTb V1 HOYYV1TbC5l « ono3HOSOTb » csoV1 u,e-
52 ,D,V13Ail1H -K O,D, HAPPATV1BHOIO KO KOHA

nes~e rpynn~. K C40CTb~, noTpe6MTenbCKO~ MOTMSOUM~ HO p~HKe AM30~Ho see

:>Ke AOCTOT04HO OAHOPOAHO, Me:>KAY TMnOMM npM sceM MX po3nM4MM cyll.(eCTsy-

eT eAMHCTso : see OHM xoT~T OAHOro M Toro :>Ke - sne40TneHM~ . Bee noTpe6MTenM
AM30~HO s KOKO~-TO CTeneHM noAnOAO~T nOA onMCOHMe ueneso~ rpynnbl OAHO~

M3 nMHM~ ,0,:>KoH¢poHKO <:Deppe: «/7!0/:IH 6e3 so3pacra, reorpa¢mL/eCKHx J1 sHyrpeH-

HHX orpaHJ1L/eHJ1ft, nOHJ1MOIOUJJ1e .>KJ13Hb KOK 6ecKOHeL/HOe n y reweCTBJ1e no pa3Hb!M

MHpOM ... ».

KOMnETEHLJ,"1"1 no3son~~T noH~Tb, «npH noMOU/H 'lero?» MO:>KHO npMsne4b noTpe-

6MTen~ c ycTOHOsneHHO~ MOTMSOUMe~, KOKMMM xopOKTepMCTMKOMM AOn:>KeH o6no-
AOTb AM30~H-npOAYKT. EcnM 30K034MK KopnopoTMSHbl~, oTseT HO 3TOT sonpoc 6y-

AeT nony4eH 6e3 30TPYAHeHM~, nOCKOnbKY s 3TOM cny4oe AM30~H-npOAYKT C03AO-

eTC~ nOA 6peHA, M s o6~30HHOCTM see Toro :>Ke M OpKeTMHra SXOAMT onpeAeneHMe

KOHKypeHTHblX KOMneTBHUM~ 6peHAO .

V1Ho~ CMTYOUM~ cKnOA~seTc~ npM MHAMSMAyOnbHOM 30K03e. 3AeCb AM30~Hepy

SMeCTe c 30K034MKOM npMAeTC~ onpeAen~Tb OTnM4MTenbHble, oco6eHHble, npMsne-

KOTenbHble 4epTbl 6yAyll.lero npOAYKTO. V1HAMSMAyOnbHbl~ 30K034M K COM OK03blSO-

eTC~ « 6peHAOM » , 4TO An~ AM30~Hepo 03H040eT Heo6xoAMMOCTb sbt~SMTb MI MnM

CKOHCTpyMpOSOTb KOMneTeHUMM 3TOrO « 6peHAO » . n~6o~ KOMneTeHUM~ - 3TO KOH-

CTpyKT, OAHOKO s ocHose TOKoro KOHCTPYKTO MoryT ne:>KOTb nM6o ¢oKTbl - 111 Tor-

AO 3TO peanbHOSI KO M neTeHUM~, n11160 M3MblWneHMe - s 3TO M cny4oe MO:>KHO roso -

pMTb 0 BHpTyanbHOH KOMneTeHUMM .

noM~TY~ 0 3HOKOSO~ npMpOAe AM30~H-npOAYKTO M sne40TneHMM KOK ero uenM,

MO:>KHO onpeAenMTb C ~ C npMOpMTeTOMM . np111 see~ 3H04MMOCTV1 peonbHblX KOMne-

TeHUM~ npe111Myll.(eCTBeHHOe 3H04eHMe MMe~T SMpTyonbHble - J13MblW/7eHHbte, HO He

sbtMb1wneHHb1e . BMpTyonbHble KOMneTeHUMM AOn:>KHbl 6b1Tb o6ocHosoHbt M y6eAM-

TenbHb1, HO cnoco6 MX o6ocHosoHM~ csoeo6po3eH - OH He npeAnonaroeT onen-

n~UM~ K peonbHOCTM . ,D,pyrnMM cnosoMM, KOMneTeHUM~ AOn:>KHO 6b1Tb y6eAMTenb-

HO~ s TOM CMblCne, 4TO AOn:>KHO socnpHHJ1M OTbC51 KOK y6eAMTenbHO~ .
noMM M O KOMneTeHUM~ 6peHAO HOAO CcPOpMynMpOSOTb M KOMneTeHUMM 6yAyll.(e-

ro npOAYKTO . 3To MO:>KeT nOK030TbC~ CTpOHHblM, seAb npOAYKTO ell.(e HeT, M, Te M

He M eHee, y:>Ke HO 3TOne 30Mb1Cno HOAO onpeAenMTb ero OTnM4MTenbHble, « CMnb-

Hble » XOpOKTepMCTMKM . no CYTM, AM30~Hep AOn:>KeH KOHSepTMpOSOTb KOMneTeHUMM

6peHAO s KoMneTeHu111111 npOAYKTO c yYeTOM uen111 111 uenesb1x rpynn AOHHoro npoeK-

TO . 3AeCb SO :>K HO M36e:>KOTb pocnpocTpOHeHHO~ OWM6KM M He YK03blSOTb HO MH-

 4. PA 3PA 50TK A KOHL(EnTA 53

CTpyMeHTbl . HonpV1Mep, Henb35l s KOMneTeHU,V1V1 rpo¢V14eCKoro npo,o,yKTo 30nV1-

COTb « 5lpKoe U,BeTOBOe peweHV1e » V1nV1 « V1CnOnb30BOHV1e ¢parMeHTOB ¢oTorpo¢V1111 ».

e:s:
CL
L.O

KoMneTeHU,V1V1 npo,o,yKTO ,o,on:>KHbl HOCV1Tb HeKoHKpeTHbllll xopoKTep, HonpV1Mep : ±

•:S:
<(

« KOHTpOCTbl » , « peTpO-CTV1nV130U,V15l » , « ,o,eTonV130U,V15l » V1 T.n. A s KOMneTeHU,V1V1 TO- "'

:s:
Q

Koro ,D,V130111H-npo,o,yKTO, KOK V1HTepbep KBOpTV1pb1, Henb35l 304V1Cn5lTb « V1rpy c po3-

HblMV1 ¢oKTypoMV1 » V1nV1 « OTKpb1Toe npocTpOHCTBO » , - ¢opMynV1pOBKV1 ,o,on:>KHbl 6b1Tb

ornne4eHHblMV1, HonpV1Mep: « cnoKOlllH05l V1HTOHOU,V15l » , « 3¢¢eKT ,D,BV1:>KeHV15l 003,0,yw-

u.J
:s:
HblX noTOKOB » V1 T.n. Co6rno,o,eHV1e 3TOro nposV1nO 30W.V1W.OeT cso6o,o,y Kpeornso . I
<(
c:
npV1 onpe,o,eneHV1V1 KOHU,enTO Henb35l rOBOpV1Tb 06 V1HCTpyMeHTOX , nOCKOnb- u
0
c
KY 3TO cpo3y V1CKyccrneHHO cy:>KoeT KOpV1,o,op KpeoTV1BblX peweHV1111 . CornocV1M-

C5l, « 3¢¢eKT ,D,BV1:>KeHV15l B03AYWHblX nOTOKOB » I B OTnV14V1e OT « OTKpblTOro npo-

CTpOHCTBO » , MO:>KHO co3,o,OTb coMblMV1 po3HblMV1 V1HCTpyMeHTOMV1: V1 30HV1pOBOHV1-

eM, V1 U,BeTOBOlll raMMOlll, V1 npe,o,MeTOMV1 V1HTepbepo . "'

g:
L.O
0
KoMneTeHU,V1V1 npo,o,yKTO - 3To y:>Ke He cosceM OHOnV1TV14eCK05l, o cKopee oHo-

nV1TV14eCKV1-KpeoTV1BH05l n03V1U,V15l, KOTOp05l ,o,oeT B03MO:>KHOCTb nepe6pOCV1Tb « MO-

CTV1K » OT KOHU,enTO K 06po3y.

n03"1U,"10H"1POBAH"1E ,o,oeT OTBeT HO sonpoc (( 'leM AOnJKeH npeACTOBflJITbCJI npOAYKT

qeneBOH rpynne?». no3V1U,V10HV1pOBOHV1e - BO:>KHeC1W05l n03V1U,V15l MOpKeTV1HrG 1 B KO-
TOpoi/1 ¢V1KCV1pyeTC5l He ¢oKTV14ecKoe « MecTo npo,o,yKTO HO pblHKe » , o rnnoTeTV14e-

cKoe, :>KenoeMoe. B no3V1U,V10HV1posoHV1V1 scer,o,o eCTb 3neMeHT 6ne¢o : He CTOnbKO

I
I
6b1Tb, CK Onb K O K030TbC5l. B 3TOM CMb1cne n03V1U,V10HV1posoHV1e npeo,o,onesoeT AV1C- 0
TOHU,V1IO M8:>KAY cyw.ecrny10W.V1M V1 :>KenoeMblM. Lfro KOCOeTC5l ,D,V130lllH-npo,o,yKTo,
"'0
"'
•:S:
J5
s HeM soo6w.e Heso3MO :>K HO ycTOHOBV1Tb AV1CTOHU,V1IO Me:>K,o,y TeM, « 4TO ecTb », V1 TeM, I
"'~
«4TO socnpV1HV1MOeTC5l ». g:
CL
<(
06bl4HO no3V1U,V10HV1posoHV1e BKnl040eT s ce65l yK030HV1e Ho u,enesb1e rpynnb1 V1 HO I

KOMneTeHU,V1V1 V1 ¢opMynV1pyeTC5l B ,o,syx-Tpex Te3V1COX . no3V1U,V10HV1pOBOHV18 npo,o,yK-

TO - 3TO no3V1U,V10HV1posoHV1e 6peH,o,o nocpe,o,cTBOM npo,o,yKTO. B cnyYoe 40CTHoro

30K030 n03V1U,V10HV1pOBOHV1e ,D,V130111H-npo,o,yKTo - 3TO n03V1U,V10HV1pOBOHV1e COMOro 30-

K 034V1KO. BoT sopV10HTbl n03V1U,V10HV1posoHV15l V1HTepbepo KBOpTV1pb1 : o) « pou,V10HOnb-

HO ycTpOeHHOe I ¢yHKU,V10HOnbHOe :>KV1nV1W,e '-lenoseKa, KOTOpb!H see KOHTpom1pyer»;

b) «,D,OM-KpenoCTb OCHOBOTe/7bHOro '-lenoseKa»; c) « ,QOM c V1CTOpV1elll '-lenoseKa, y KO-
roporo ecrb po11ocnosHa5I»; d) «MeCTo ,o,py:>KeCKV1X scTpe4 y '-lenoseKa, K KoropoMy I
•:S:
<(
T51HYTC51 /7IOJ1H»; e) « nnow.o,o,KO ,O,n5l npe3eHTOU,V1V1 :>KV13HeHHblX ,D,OCTV1:>KeHV1C1 y cnew- "'
:s:
Q
HOro '-lenoseKa» V1 T. A.
54 ,D,V13Ail1H-KO,D, HAPPA TV1BHOIO KOKOHA

noHll1MOHll1e Toro I YeM AOJl>KeH npeACTOBJUITbC5l npOAYKT An>i KOHKpeTHblX u,e-

neBblX rpynn 111 YeM ero An>i 3TOro HOAO HOAen111Tb, AOeT Te OTnpOBHble TO Y K V1, KO-

TOpb1e n03BOn5llOT OnpeAenll1Tb KOHU,0nT. no CYTll1 KOHL.J,enT - 3TO KpOTK05l, 3Hep-

r111YH05l sepC1115l n03111L.J,1110H111pOBOHll15l.

KoHu,enT - OTnposHo>i TOYKO An>i A11130ll1Hepo so scex CMb1cno x . Bo-nepsb1x,

B KOHL.J,eme <j)1111<c111pyeTC5l cyTb 301<030, 111 c MOMeHTO yTBep>KAeHll15l KOHL.J,emo ycTO-

HOBnll1BOeTC5l Cll1TYOU,1115l cornocoBOHHOCTll1 Me>KAY A11130111HepoM 111 30K03Y111KOM, HOYll1-

HOeTC5l 111x COTPYAH111YeCTBO. Bo-sTopb1x, KOHu,em AOeT 111Mnynbc t<peornsy 111 onpe-

Aen>ieT 3<j)<j)e1<rnBHOCTb nocneAy10w,ell1 po60Tb1 HOA o6po30M . B-TpeTbll1X, KOH-

u,enT n03BOn>ieT ocyw,ecTBn5lTb onepOT111BHblll1 MOHll1Top111Hr KpeOT111BHblX peweH111111 HO

npeAMeT 111x cooTBeTCTBll1>i nocTosneHHOll1 u,en111 . KoHu,em A111cu,111nn111H111pyeT 111 yAep-

>1<111soeT OT n111wH111x AB111>1<eH111ll1, OH noAo6eH peAOKTopc1<0My nepy 111n111 pe3u,y, OT-

ce1<010w,eMy see n111wHee. B KOHu,enTe HY>KHO Bll1AeTb He TOnbKO Honposn>i10w,111ll1,

BAOXHOBn>ilOW,111111, KOHTpon111py10w,111ll1 <j)oKTop, HO MOTp111u,y 6yAyw.ero npOAYKTO .

KoHu,enT MO>KHO cposHll1Tb c reHeT111Yec1<111M KOAOM All130ll1H-npOAYKTO 111 Hop-

poTll1BHoro KOK OHO KO K ero KOMMYH111KOT111BHoll1 MOAen111. Po3s111so>i 3TY 0Honor11110,

MO>KHO BCnOMHll1Tb, YTO reHeTll1YeCKll1111 KOA onpeAen>ieT He TOnbKO oco6eHHOCTll1

CTpoeHll15l 111 cPYHKL.J,1110H111pOBOHll15l - 3TO nporH03 ( 6one3Hell1, npOAOn>K111TenbHOCT111

>K1113H111) , Ho He CYAb6o. T01<000 ponb KOHu,emo s C03AOH111111 A11130ll1H-npOAYKTO - OH

30AOeT rpoHll1U,bl B03MO>KHoro, He orpoH111Y111so>i coM111x B03MO>KHOCTell1 . KoHu,enT -

3TO TO, YTO AOn>KHO yll1T111 HO yposeHb nOAC03HOHll15l 111 OTTYAO B 111HTY111U,1115lX nOA-

sepraTb 3KcnepT1113e 1<peoT111BHb1e peweH111>i. B HoppoTll1BHOM KOKOHe KOHu,enT He

B111AeH, y Hero HeT M e CTO, noTOMY YTO OH Be3Ae .

5 . HAPPA H1BHbl~ KOK OH KAK CEMV10H1YECKA51 MOD,Eilb

5 .1. CEMV10TV1LJECKOE MO,JJ,EnV1POBAHV1E OEiPA3A

LJ.J
:s:
I
<{
5.2. MO,JJ,EnV1POBAHV1E OEiPA3A «Ort» r::
u
0
c

5 .1. CEMV10TV1YECKOE MOJJ,EnV1POBAHV1E 05PA3A

Hoppon1BHb1C1 KOKOH, coeAV1H5!10L1.1V1C1 s ce6e YepTbl 3osepweHHoC1 V1cTopV1V1 VI OT-

KP~Toro nocnoHVl51, cneAyeT poccMoTpVIBOTb B Tpex

KOK ceMVIOTVl4eCKYIO MOAenb, B CTOTVl4eCKO-AVIHOMVl4eCKOM -

MOAenb VI B AVIHOMVl4eCKOM -
ocneKTox:

KOK AVICKypCVIBHYIO npOKTVIKY.

CTOTVl4eCKOM -

KOK AVICKypCVIBHYIO
I
f-
cLJ.J
CeMV10TV14eCK051 MOAenb co6V1poeT HoppoTV1BHb1C1 KOKOH s eAVIHOe u,enoe, u,eH-
::r
I
TpV1pyeT ero, npVIAOeT HonposneHHOCTb AOnbHeC1weMy po3BVITVllO. Cnoso «M OAenb » 0
"
3AeCb 03H040eT He KnVlwe, o ycrpoficrso, socnpoV13BOA51Ll.lee AeC1cTsV1e Apyroro

ycTpoC1cTBo - o6po3o. CeMV1orn4ecK05! MOAenb VI o6po3 cooTHOC51TOI HeOAH03H04-

Ho: MOAenb onpeAen5leT KOHcj>V1rypou,V110 o6po3o, HO He npeAonpeAen5leT ero, OHO I

0
AOeT « rpoHVIL.J,bl COAep>KOHV151 », B KOTOpb1X 51Bn5leTC51 o6po3, VI 30TeM no3BOn5leT 60- "
0
"JS
>:S:
nee ycnewHo « CHVIMOTb noKpOBbl » c Toro, 4TO 5!BV1nocb . I

CeMVIOTVIYecKoe MOAenV1posoHV1e HOAO nOHVIMOTb KOK cnoco6 C03AOHVl51 c1-ny- "'f-

:s:
~<{
mv11-1 sis11eHHS1 o6po3o . HonoMHIO, o6po3 Henb351 cKnOAblBOTb Vl3 ceMV10TV14eCKVIX I

pecypcos, o6po3 - 3TO TO, 4TO 51Bn5leTC51 u,enVIKOM . KoK no33Vl51 He nonyYoeTC51

Vl3 CKnOAblBOHVl51 cnos, TOK VI o6po3 B AVl30C1He He nony40eTC51 Vl3 CKnOAblBOHVl51

3HOKOB. CooTBeTcTBeHHO VI MOAenb cneAyeT BVIAeTb VI npoV13BOAVITb KOK u,enocT-

HOCTb . KoHcTpyV1posoHV1e MOAenVI 03H040eT Bb15lsneHV1e TOKOC1 u,enocTHOCTVI no-

cpeACTBOM npopo6oTKVI VI opraHV130L.J,VIVI ceMV10TV14eCKVIX pecypcos.

npVI 3TOM BO>KHO nOHVIMOTb OTHOCVITenbHYIO L.J,eHHOCTb MOAenVI, nOMHVITb 0 ee

cny>Ke6HoC1 cPYHKL.J,VIVI, He 06con10TV13V1pos0Tb ee, He npVIB513blBOTbC51 K HeC1, He

I
•:S:
<{
nblTOTbC51 « BOnnOLl.IOTb » B o6po3e, o, HOnpOTVIB, CTOpOTbC51 Bb/80,L/HTb Vl3 5!Bn5!10L1.1erOC5!
"'
:s:
er
o6po3o, cPVIKCVlpOBOTb B cnose VI TeM COMblM np051CH51Tb VI 30Kpenn51Tb o6po3.
56 ,D,V13Ail1H -KO,D, HAPPA TV1BHOIO KOKOH A

06w,ell1 MeTOAOnor1-1ell1 ceMl-10H14eCKOro MOAen1-1pOBOHl-15l o6po30 An5l HOC 5lBn5leT -

C5l COLl,1·1 0nbH05l ceMl-10Tl-1KO, op1-1eHTl-1pOBOHH05l HO Bbl5lBneH1-1e Cl-1MBOnl-14eCKl-1X cpeACTB

KOHCTpy1-1posoH1-15l KOMMYHl-1KOTl-1BHblX c1-1Tyou,1-1ll1. Cou,1-1onbH05l ceM1-1ornKo Heonpar-

MOTl-1CTCKOll1 HOnposneHHOCTl-1 ¢0Kyc1-1pyeTC5l He HO COMl-'IX ceMl-10Tl-14eCKl-1X pecyp-

cox, o HO cnoco6ox 1-1x opraH1-13ou,1-11-1, C03A010w,1-1x ycnos1-15i An5l CMb1cnoo6po3oso-

Hl-15l 1. ,LJ,n5i peweH1-15l How1-1x 30A04 oco6oe 3HOYeH1-1e 1-1Me10T HeCKOnbKO nono>1<eH1-1ll1

COLl,l-10nbHOll1 ceMl-'IOTl-'IKl-1, pocKpb1BOIOW,l-1X MeXOHl-13M CMblCnonopO>t<AeHl-15l :

• np1-13HOHl-1e ¢opMornpyiow,ero B03Aell1CTBl-15l Bb16pOHHOro KOAC HO

on03HOHl-1e 3H04eHl-1111;

• onpeAeneH1-1e ycnos1-1ll1 CMb1cnosoH HHAYKU.HH (po3sepTblBOHl-15l CMb1cnos) ;

• YK030Hl-1e HO ¢0Kyc1-1pyiow,yio pom CMblCllOBblX MapKepos;

• noH1-1MoH1-1e HappaTHBa KOK CMb1cnonopO>t<A010w,ell1 CTPYKTYPbl .

Po3yMeeTC5l, cou,1-1onbH05l ceMl-'IOTl-'IKO AOeT TOnbKO 06w,1-1e MeTOAonornYecK1-1e

np1-1HU,1-'1nb1, HO 6o3e KOTOpblX CTOHOBl-1TC5l B03MO>KHOll1 po3po60TKO MeTOAOnOrl-11-1

ceM1-10T1-1YecKoro MOAen1-1poBOHl-15l o6po3o. PeYb 1-'lAeT o nocneAOBOTenbHOCTl-1 npo-

u.eAyp, KOTOpb1e npo5iCH5llOT, oYep41-1BOIOT 1-1, HOKOHeu,, 0¢opMn5l10T o6po3 B MOAe-

n1-1 - 6a30BOM HappaTHBe.

0AHOKO ceM1-10T1-1YecKoe MOAen1-1posoH1-1e Henb35l CBOAl-1Tb K npou.eAypoM. ,LJ,eno

B TOM, 4TO B A1-130ll1HepcKOll1 npOKTl-'IKe KOHCTpy1-1pOBOHl-1e MOAen1-1 He npeAwecrnyeT

71BneHl-1IO o6po3o, 0 Cl-'IHXpOHHO eMy. ,LJ,pyrl-'IMl-1 cnOBOMl-1, 3AeCb HeT n1-1Hell1Horo npo-

u,ecco: CHOYono - MOAenb, o 30TeM ee « peon1-13ou,1-17l » B npOAYKTe . Bee npo1-1cXOAl-1T

cno>KHee - KOHCTpy1-1 p oBOHl-1e MOAen1-1 COBnOAOeT c npo5lCHeH1-1eM o6p030 . 3To Kpe-

OTl-1BHblll1 npou,ecc, n03T OMY ceMl-10Tl-14eCKOe MOAen1-1pOBOHl-1e 5lBn5leTC5l KpeOTl-1BHOll1

MeTOAOnor1-1ell1, 4TO KO>KeTC5l npOTl-1BOpe41-1eM B COMOll1 ¢opMyn1-1pOBKe, BeAb TBO-

peH1-1e np1-1Hu,1-1n1-1onbHO HeMeTOAOnornYHO . Ho KpeoTl-'IB - He rnopyecrno, KOK y>t<e

6b1no He po3 CK030HO . Bee Aeno B Hecso6oAe Al-130ll1HepcKoro KpeoT1-1so, OTYero

1-1 A1-130ll1Hep Hl-'IKOrAO He MO>KeT AO KOHU,O poccno61-1TbC5l . Ero Honp5i>t<eHHOCTb npo-

1-1cTeKoeT 1-13 nocT071HHOro KOHTpon5l HOA TeM, HOCKOnbKO 5lBn7llOW,l-1111C5l o6po3 co-

CM. 0 C014'10n bH O~ ceM'10T'1 Ke: 5a pT P. vb 6pa HHble pa60Tbl: CeM'10T'1KO: n o3rn KO. - M.: V13A. rpynna «n porpecC»,
«YH'1Bep», 1989; 5axrnH M.M. 3oern Ka cnoBeCHor o rnopYecrna. - M.: «V1CKyccrno », 1986; l acnapoB 5 .M.
51 3blK. n aM5lTb. 06pa3. n '1HrB'1CT'1 KO 5l3 bl KOBo ro cy ll.leCTBOBOH'1 5l. - M.: HoBoe n'1TepOTypHoe o6o3peH'1e, 1996;
Ka3op '1 HOBa H .B. Me>t<n'1 YHocrn a 5i KOMMY H'1 K0!4'15l: co 14 '1a n bHO-Ko H c T pyK14'10 H '1C TcK'1~ aHan'13. - C n 6 , 2006;
3Ko Y. 0TcyTcrnyl()ll.\05l npyKTyp a. BBeAeH'1e B ceM'1onornl(). - C n 6 .: TOO TK «n eTponon'1C », 1998.
 5 . HAPPATV1BHbl~ KOKOH KAK CEMV10TV1YEC KA 51 MO,D,Enb 57

OTHoono1 c KoHu,emoM . Ho 'H06b1 o6pa3 .RBJ117C.R, Heo6xOAV1MO coxpaH5lTb BHyTpeH-

HIOIO cBo6oAy BV1AeHV15l, KY nb TV1BV1pOBOTb cocT05lHV1e « npe6b1BOHV15l B noTOKe » , coeAV1-

e:s:
a..
LO

H5l10L1.1ee ABV1>KeHV1e V1 noKoC1, norpy>KeHHOCTb V1 OTCTpaHeHHOCTb. B 3TOM ecTb napa- ±

•:S:
<(

AOKC, HO KpeOTV1B B006L1.1e napOAOKcaneH V1 noTOMY cno>KeH B onV1COHV1V1 . "'

:s:
Q

HanoMHIO, AV130C1HepcKV1C1 KpeaTV1B - 3TO C03AOHV1e B CMb1cne o6HapyJKeHHe no

npV1HU,V1ny « Tb/ 6bl HJ1Kor11a MeH.R He J1CKOl7, eC/7J1 6bl y>Ke He Howen»: TO, K YeMy npV1-

XOAV1T AV130C1Hep , B onpeAeneHHOM CMb1cne «y >Ke ecrb » , HO Hey3HOHHoe, He Bbl5lB-

u.J
:s:
neHHoe, He o¢opMneHHoe, He aprnKynV1pOBOHHoe . Ha3HOYeHV1e KpeaTV1BO B AV130C1- :r:
<(
c:::
He He B TOM, YT06bl YTO - TO V1306peTOTb, a, HOnpOTV1B - o6ecneYV1Tb nnOHOMepHoe u
0
c
V1 3¢¢eKrnBHoe y3HasaHHe o6pa3a V1 o¢opMneHV1e ero B o6beKTe.

Ka>KA05l npou.eAypa ceMV10TV1YecKoro MOAenV1pOBOHV15l Mo>KeT 6b1Tb paccMo-

Kpean1sHoe cocTOS1HHe V1 KpeaTHBHoe AeHCTBHe. KpeaTV1BHoe

I
TpeHa B TepMV1HOX

COCT05lHV1e - 3TO nCV1XOnornYeCKV1C1 « <!:>OH » , HO KOTOpOM o6pa3 np05lBn5leTC5l,

a KpeOTV1BHOe Aee1CTBV1e npeACTOBn5leT co6oi:1 OTpe¢neKCV1pOBOHH~e OKT~ o6-

pa6oTKV1 Toro, YTO 5lBV1nocb . Cno>KHOCTb B TOM, YTO KpeaTV1BHoe cocT05lHV1e

V1 KpeOTV1BHOe A8C1CTBV1e COBnOAOIOT V1 He COBnOAOIOT OAHOBpeMeHHO, OTCIOAO

1--
npOTV1BopeYV1BOe Tpe60BOHV1e : c OAHOC1 CTOpOHbl, He06XOAV1MO OTCne>KV1BOTb, cu.J
::r
:r:
OC03HOBOTb CBOV1 COCT05lHV15l V1 Aee1CTBV15l, c Apyroe1 - He nblTOTbC5l V1X >KeCTKO 0

¢V1KCV1pOBOTb.
"'
0Tcne>KV1B0Tb V1 « oprOHV130BblBOTb » KpeOTV1BHble COCT05lHV15l noMoraeT c nOBO.

Me>KAY cocT05lHV15lMV1 V1 cnoBOMV1 cyL1.1ecrnyeT 30BV1CV1MOCTb : cocT05lHV15l no3BO- :r:

0
n5llOT HOC1TV1 CnOBO, 0 CnOBO Bbl3blBOIOT V1 nOAAep>KV1BOIOT COCT05lHV15l . npou,eAypbl 0"'
ceMV10TV1Y8CKOrO MOAenV1pOBOHV15l B~CTpOeH~ B CTporoC1 nocneAOBOTenbHOCTV1
"'J5
•:S:
:r:
a:l

V1 Tpe6y10T nocneAOBOTenbH~X MeHTOnbH~X OKTOB, OAHOKO Te cnoBa, KOTOp~e :s:

!--

~<(
AV130C1Hep HOXOAV1T B npou,ecce ceMV10rnYecKoro MOAenV1poBOHV15l, - MeTa<l>opa, :r:
TeMa V1 6a30Bb1H HappaTHB - He AOn>KHbl 5lBn5lTbC5l pe3ynbTOTOM nornYeCKV1 npa-
BV1nbHblX paccy>KAeHV1C1 . B 3TOM BC5l cno>KHOCTb KpeOTV1BHoC1 MeTOAOnornV1 - Henb35l

nOAAOBOTbC5l V1CKyweHV1IO BblCTpOV1BOTb yM030KnlOYeHV15l - HanpoTV1B, HOAO cTapaTbC5l

OTBneYb ce65l OT HV1X V1 npocTo paccKa3~BOTb. KpeaTV1BH~e cocT05lHV15l 3TOMY

noMoralOT, OAHOKO V1 COMV1 Tpe6y10T BHV1MOHV15l.

CeMV10TV1YeCK05l MOAenb KOHCTpyV1pyeTC5l, a He B~BOAV1TC5l V13 noc~no K ,

V1 ce M V10TV1YeCKOe MOAenV1pOBOHV1e 5lBn5leTC5l He nornYeCKV1M npou,ecco M , a Happa-
:r:
•:S:
TV1BHbl M AeC1crnV1eM . Ho paccK03bl HOAO yMeTb paccK03blBOTb, YTO 3HOYV1T - 6b1Tb <(

"'
:s:
Q
rOTOBbl M pa6oTOTb c HeCT06V1nbHOCTblO HappaTV1BO. 3Ta HeCT06V1nbHOCTb cnoBO ,
58 ,D.V13Ali1H -KO,D. HAPPATVlBHOIO KOKOHA

nOAAep>KOHH051 HeCT06V1nbHblMV1 COCT051HV151MV1 I B KOHe4HOM C4eTe noMO>KeT AOCTV14b

u,en111 - 30 MeTo<j>0pol71, TeMot71 111 6o30BblM HoppornsoM H04HeT Y3HOBOTbC51 o6po3.

KpeoTV1BHb1e cocT051HV151 V1 Ael71CTBV151 CB5130Hbl cneAYIOLl..!VIM o6po3oM :

KpearnBHb1e
npoweAypbi KpearnBHb1e Aeil1crn1-171
COCT071Hl-171

AKrnBOWl-171 «CT 71rl-1BOHl-1e »

ceM1-10Tl-1YecKoro non71
... ceM1-10T1-1YecK1-1x pecypcos
:s:
I-
u
0
Co3AOH1-1e
CeMl-10Tl-14eCKOil1 Cl-lTYOWl-11-1
... I
I
(].)
... BBeAeH1-1e KOAO-KOH'-'enTa

;iE
>-
0..
Bb1AeneH1-1e
0c ... CMblCJlOBblX MapKepos

C])opMarnposaH1-1e ... ... 1

1-13sneYeH1-1e MeTa4>opb1
ceMl-10TW-leCKOil1 Cl-lTYOWl-11-1
:s:
... I-
u
0
... onpe,o.eneH1-1e TeMbl
I
I
(].)
I
0
0..
COCTOBneH1-1e
O¢opMneH1-1e
... I-
u
I-
... 6a3osoro Happan1sa
ceMl-10Tl-14eCKOil1 MOAen1-1 0

AKTl-'IBAU.1-'!Sl CEMl-'IOH1'-IECKOro nonSl. CeM111orn4ecKoe MOAen111posoH111e H04V1HOeTC51 co

«C T51rV1BOHV151 » ceMV10TV14eCKV1X pecypcos : 3TO MoryT 6b1Tb cnoso, Oll..!YL1..!eHV151, BOC-

nOMV1HOHV151, 3MOU.V1V1 , sell..!VI 111 T .A. TpOAVIU.VIOHHblM V1CT04HV1KOM ceMV10T1t14eCKV1X pe-

cypcos 51Bn51eTC51 VICKYCCTBO. ,D,1t130'71Hep AOn>KeH noCT051HHO nononH51Tb CBOIO KOn-

neKU,VllO I KOTOp051 cyll..!ecrnyeT B Heynop51A04eHHOM BV1Ae V1 B onpeAeneHHbl'71 MOMeHT

OKTV1B1t1pyeTc5! . Po3yMeeTc51, xooTV14HOCTb ceMV10TV14ecKoro non51 OTHOCV!TenbHO, no-

CKOnbKY ¢oKT Bb16opKV1 y>t<e V!Men MecTo, seAb 3TO « csonKO » OTKYAO-TO B351nOCb,

111 no KOKoMy -To np111Hu,111ny oHo 0T6111ponocb . Co6111po51 ceM111orn4ecK111e pecypcb1, He

cneAyeT nblTOTbC51 cpo3y c111cTeMOTV13V1posoTb HOBb1e nocTynneHV151. Ynop51A04eH111e

ceMV10TV14eCKOrO non51 AOn>KHO BeCTVICb TOnbKO nOA KOHKpeTHYIO 30A04Y.

C03AAH"1E CEMl-'IOTl-1'-IECKOlll C"1TYAU."1"1 . npopo60TblB051 onpeAeneHHblM o6po30M ce-

MV10TV14eCKOe none, AV130'71Hep C03AOeT ceMV10TV14eCKYIO CVITYOU.VllO, B KOTopol71 H0-

4V1HOeT npocM0Tp111soTbC5! 06p111c ceMV10TV14eCKOl71 MOAen111. B 4eM >Ke 30Kn104oeT-

C5! TOKot71 cnoco6 npopo60TK1t1? CyTb ero s Ho6pocb1soH111111 HO ceM111orn4ecK111e pe-

cypcb1 HeKOTopot71 rpOHVILl,bl, pOMKVI, KOTOp051 COMVIM cPOKTOM csoero ycTOHOBneHV151

 5. HAPPA TV1BHbli/1 KOK OH KAK CEMV10TV1YECKA51 MO,D,Enb 59

co6111paeT pa3nW-lHble KOMnOHeHT bl, coo6w,aeT VIX B30V1MOAeC1CTBV1IO He06XOAV1MblC1

xapaKTep, 06Hapy>1<111saeT B oT genbHblX 3neMeHTax TOKOC1 CMb1cnosoC1 noTeHu.111an,

e:s:
a..

KOTOpb1C1 BHe 3TOC1 rpOHVIL..J.bl 6bln 6bl HeB03MO>KeH. f pOHVIU.O n03BOn51eT OC03HOTb Te-
"'
±.
•:S:
<{
M
KYYV!e, ycKOnb3010w,111e, HeonpegeneHHb1e 3HOKV1 KOK u.enocTHOCTb. B cou.111anbHOC1 :s:
Q

ceMV10TV1Ke TOK051 CMblCnonopO>KAOIOW,051 rpOHVIU.O H03blBOeTC51 KOAOM .

B HaweM cnyyae ¢YHKU.V1IO Koga, npeo6pa3y10w,ero ceM111ornYecKoe none B ce-

M1110T111YecKy10 01Tyau.11110, Bb1nonH5leT KOHu.enT .. K HOYany ceM1110T111YecKoro Mogen111-

U,J
:s:
posaH1115I KOHu.enT y>Ke eCTb, V1 OH cny>KVIT TOYKOC1 onopbl B ceMV10TV1YeCKOM MOAe- I
<{
c
n111pOBOHV1V1, n03BOn5151 nOCT051HHO csep51Tb npoMe>KyTOYHble pe3ynbTOTbl c nOCTOB- u
0
c
neHHOC1 30AOYeC1 111 g111cu.111nn111H111posaTb Kpearns . V1cnonb3Y 51 TepM111Honorn10 Y. 3Ko,

CeMJ.10TJ.1YeCKOe none MO>KHO H03B0Tb roTOBblM K pa6oTe « 03HOYV1BOIOW,V1M annapa-

2

I
TOM » , a KOA-KOHU.enT - «CBeTOM » , cnoco6HblM BblCBeTV!Tb CMb1cn .

CeM1110TJ11YecK111e pecypcb1 MO>KHO cpaBHV!Tb co cnosaM111, c noMOW,blO KOTOpb1x

HOAO HOnVICOTb TeKCT .. ,0,J.130C1Hep npeBpOW,OeTC51 B COYV1HJ.1Ten51 V1CTOpV1V1 . np111 3TOM

eMy np111geTC5I 6pOTb B pacYeT I YTO MHOrne cnosa y>Ke HecyT HO ce6e, Bb1pO>K051Cb

cnosaM111 P. 6apTa, « Han111nw111e » OT npegb1gyw,111x ynoTpe6neH111C1 3HOYeHV151,

V1 HOAO 6b1Tb HOCTOpO>Ke, YT06b1 He noC1TV1 HO nOBOAY y WTOMnOB . c noMOW,blO

>-
c
::;.
I
y>Ke cyw,ecrny10w,111x V1 MHoroKpOTHO V1CnOnb30BOHHblX cnoB HOAO C03AOTb CBOe 0

HenOBTOpV!MOe OBTOpCKOe COYJ.1HeHJ.1e .

""

ct>OPMAH1POBAH"1E CEM"10TW·IECKOi:1 C"1TYAL..l,"1"1 . npeo6pa30BOHV1e ceM1110rnYeCKOro

I
non51 B ceM1110T111YecKy10 c111Tyau.11110 - 3TO nepsb1C1 war K ceMV10TV1YecKoC1 Mogen111 . 0

Tenepb 3TY c111Tyau.11110 cnegyeT onpopMaT111posaTb, To ecTb np111gaTb eC1 6onbwy10

0""
""JS
>:S:

onpegeneHHOCTb nocpeACTBOM npopa60TKV1 KOHHOTOTHBHblX PSIAOB . ,D,n51 3Toro I

cc
~
HOAO nOCTpOV!Tb ABO KOHHOTOTVIBH~X p51AO - a6cTpOKTH~C1 V1 o6p03H~C1 . nepB~C1
~<{
BKnlOYOeT TO, YTO MO>KHO n0Mb1cn111Tb, BTopoC1 - TO, YTO MO>KHO npegcTOBV!Tb . I

noYeMy KOHHOTOTVIBHble p51Ab1 1 BeAb KOHHOTOU.J.151 - 3TO BTOpV!YHOe 3HOYeHJ.1e 3HO-

KO, a y HOC nOKO COMOro 3HOKO HeT? ,D,eno B TOM, YTO BblCTpOV1B051 KOHHOTOTVIBHble

p51Abl K TOMY, Yero ew,e HeT, Mbl 0TcyTcrny10w,ee KOK 6b1 npegsocx111w,aeM, no3To-

MY KOHHOTau.111111 HOAO He CTOnbKO np111gyMOTb, CKOnbKO ow,yTVITb .. Ecn111 o6pa3 eCTb

51Bn51IOW,051C51 u.enocTHOCTb, TO 111 Mogenb 3Toro o6pa3a To>Ke gon>KHO 6b1Tb u.e-

nocTHOCTblO . npV1HV1M051 3TY n03V1U.V1IO V1 nOHV1M051 nog AV130C1HOM He C03AOHV1e 06b-

eKTO, a KOHCTpy111pOBOHJ11e HappOTVIBHOro KOKOHO, Mbl AOn>KHbl npV1H51Tb V1 napOAOK- I

>:S:
<{
M
:s:
Q
2 3KO Y. YK03. C0 4 . c. 367.
60 DJ13A il1 H-KO,D, HAPPA TV1BHOIO KOKO HA

COJlbHOCTb ,0,11130~HepcKoro KpeOTll1 BO, KOTOp051 30KJll040eTC51 B C03,0,0Hll1111 ycnos111~

s111,o,eH1117l Toro, Yero ew,e HeT. Bee npo111cxo,o,111T KOK 6b1 «c KOHL.J,o »: o6po3 eCTb, HO

OH ew,e HeBll1,0,111M I 0,0,HOKO y Hero eCTb KOHHOTOL.J,111111 I KJll04 K KOTOpblM ,o,oeT KOH-

u,enT. nonyYoeTC51, 4TO ,0,11130~Hep 111,0,eT He OT np1114111Hbl K Cfle,O,CTBll151M I 0 OT cne,o,-

CTBll1~ K np111Y111He. KoHHOTou,111111 - 3TO «cne,o,crn1117l » ( 111n111 cne,o,b1) o6po3o, KOTOpb1e

n0Mora10T K HeMy np111~rn.

KoHHOTOTll1BHb1e p?i,O,bl BHOC?lT onpe,o,eneHHOCTb HO nYT111 npo,o,s111>KeH1117l K s111,o,eH11110

o6po30, OHll1 nOMOrGIOT npop111COBOTb rpoH111u,y I B KOTOpoc:1 He4TO pa3p03HeHHOe

H04111HOeT «CBeTll1TbC51 » CMblC!lOM. Bb1CTpo111soeMble KOK 6b1 « HO ow,ynb », KOHHOTOT111BHble

p51,0,bl HO COMOM ,o,ene HOnpOBJ15llOTC51, no,aCK03b!BOIOTC51 KOHU,enTOM 111 ,O,OIOT TOHK111~

nyHKT111p, KOTOpb1~ no Mepe npopo6oTK111, npope>KHBOH//151 o6CTpoKTHoro 111 o6po3Horo

KOHHOTOTll1BHblX p?i,o,os nocTeneHHO H04111HOeT oYep4111BOTb Mo,o,enb-o6po3 . Pe3yflbTOTOM

npopo60TKll1 KOHHOTOT111BHblX p51,0,0B 51BJ17leTC51 Bbl,O,eJleH111e KJll04eBblX KOHHOTOL.J,111~ I 111!1111

CMblCnOBblX MapKepos , KOTOpble cy>KOIOT OCCOL.J,1110Tll1BHbl~ Kop111,o,op 111 no,o,roTOBJ1111BOIOT

1113BJle4eH111e MeTa<f>opbl.

Cne,o,y10w,ee ¢opMornpy10w,ee so3,o,e~crn111e ocyw,ecTBfl51eTc51 nocpe,o,crnoM

onpe,o,eneH1115I TeMbl. Ecn111 MeTo¢opo - 3TO nepso51 no,o,cK03KO 06po30, TO TeMo -

ero KOHL.J,eHTp111pOBOHHbl~ CMblCJl. V13BJle4eH111e MeTo¢opb1 CTOHOBll1TC51 pe3yflbTOTOM

npopo6oTKll1 o6po3Horo, o Te Mo - o6cTpOKTHoro KOHHOTornsHoro p51,o,o. TeMo

o6cTpOKTHO 111 noToMy 111MeeT Heocnop111Moe npe111Myw,ecTso nepe,o, MeTo¢opo~,

npe,o,ocTOBJl5151 6onbw111~ ,o,111ano30H KpeoT111BHb1x peweH111~ . MeTo¢opo 1113sneKoeTC5I

nepso~, HO pO!lb ee BeCbMO CKpOMHO - YK030Tb nyTb K TeMe, KOTOp051, B CBOIO

oYepe,o,b , no3son111T yTOYHll1Tb MeTo¢opy. TeMo CB5130HO c MeTo¢opo~, HO np111po,o,o

ee 111H051 : ecn111 MeTo¢opo - o6po3HOe cposHeH111e, TO eCTb He4TO 3p111MOe, TO TeMO -

yMonocT111raeMo. CMblC!l ,o,OHHO~ npou,e,o,ypb1 s TOM 111 cocTOll1T, YT06b1 OTTOJ1KHYBWll1Cb

OT MeTo¢opb1 KOK HeKOTOporo op111eHT111po, cy>t<OIOW,ero rpOHll1U,bl no111CKOB, 30TeM

npeo,o,oneTb ee s TeMe.

O ct>O PMnEH"1E C EM"10T"14 ECKO~ MOAEn l-1 . OT¢opMm111posoHH05I ceM111ornYecK05I

Cll1TYOU,11151 np1116Jlll1>KOeT HOC K ceM1110rnYeCKO~ MO,o,en111, KOTOp051 o¢opM!151eTC51 B

6 a 3oBoM Happantse . 3ToT HoppoT111s 51 H03b1so10 « 6o30BblM » , nocKO!lbKY OH 51Bfl51eTC51

ocHoso~ ,0,!151 co3,o,OHll151 ,o,pyroro Hoppornso - «nereH,O,bl » ,o,1113o~H-npo,o,yKTo . Ho3HO-
YeH111e 6o3osoro HoppoT111so - 30¢111Kc111pos0Tb s cnosecHwx KOHCTPYKU.11151X TO, YTO

51Bll1Jl0Cb , HO TOK, 4T06bl He « 30KOHCeps111pOBOTb » o6po3 B MO,o,en111, o, HOnpOTll1B,

 5 . HAPPA TV1BHblll1 KO KOH KAK CEMV10TV1LJECKA5l MOD,Enb 61

,D,OTb eMy « 6TOpoe ,D,blXOHl-1e ». 5o306blll1 HoppOTl-16 ¢1-1Kc1-1pyeT CeM1-1ornYeCKYIO MO,o,enb

B
1-1 oprnKyn1-1pyeT >i6Mll0Ll..ll-1111C>i o6po3 . :s:
a._
LC

c O,D,HOll1 CTOpOHbl, HOpporn6 ,o,oeT 06po3y 603MO>KHOCTb «COM06b1pO>t<eHl-15l » , npo- I:

>:S:
<(

p1-1C06bl605l ero OYepTOHl-15l 6 6ep6onbHOll1 ¢opMe, c ,o,pyroll1 - OH MeH>ieT OYepTOHl-15l "'er

:s:

o6p030, COMl-1M cPOKTOM « pOCCK03bl60Hl-15l » 30,D,0605l eMy H06ble nopoMeTpbl . 5y,o,yYl-1

Onl-1COHl-1eM o6po30 I 6o306blll1 HOpporn6 603,D,ell1cTByeT HO o6po3 - TOK060 cnoco6-

HOCTb np061-1nbHO CKOHCTpy1-1p060HHOro HOppOTl-160 K npOAYL\1-1p060Hl-1IO CMblCn06 1-1 1-1X

IJ.J
:s:
61-13yon1-13ol\l-11-1. JJ,pyrnM1-1 cno60Ml-1, HoppoTl-16 - 3TO cnoco6 on1-1coH1-1>i o6po3o, cno- I
<(
c::
u
co6Hblll1 l-13MeH5lTb TO I YTO OH oni.1Cbl60eT . 0
c
5o306blll1 HoppOTl-16 30KnlOYOeT 6 ce6e ceMl-10Tl-1YeCKYIO Mo,o,enb, HO 3TO He

3HOYl-1T I YTO npOL\eCC ceMl-10Tl-1YeCKOro MO,o,en1-1p060Hl-15l HO 3TOM 306epwoeTC5l.

I
CeM1-10T1-1YecKoe Mo,o,en1-1po60H1-1e 6 CMb1cne KoppeKrnpo6Kl-1 o6po3o, ero « orno,o,-

Kl-1 » 1-1,0,eT nocTO>iHHO, nocKonbKY L(enb ceM1-10T1-1YecKoro Mo,o,en1-1po60H1-1>i - He l-13-

roT06neH1-1e 306epweHHOll1 CMb1cno6oll1 CTPYKTYPbl, o >i6neH1-1e o6po3o. 3To 3HOYl-1T,

YTO ceMl-10Tl-1YeCK05l MO,o,enb, YT06bl 6b1Tb pene60HTHOll1 06po3y I ,o,on>KHO, coxpo-

H>l>l onpe,o,eneHHOCTb, l-1MeTb pecypc C6060,o,b1, C60IO « nporpOMMY COMOp0361-1Tl-15l ».

,_
cIJ.J
KPEAH1BHblE COCTOSIHV151 . To, YTO ceM1-10rnYeCKOe MO,o,en1-1po60Hl-1e o6p030 Henb35l ::r
I
C6eCTl-1 K ,o,ell1CTBl-15lM, 61-1,D,HO ,D,O>Ke no l-1X Onl-1COHl-1IO: npe,4BOCXJ1l1..{eHJ1e KOHHOTOL.\1-1111, 0
"'
npeo,LloneHue MeT0¢opb1 6 TeMe, ocHOll../eHue 6o3o6oro Hopporn6o « nporpoMMOll1 co-
Mopo361-1Tl-15l ». Lfro6bl OT6eTl-1Tb HO 60npoc « KOK 3TO c,o,enoTb? », cne,o,yeT o6pOTl-1Tb -
I
C5l K OHOn1-13y KpeOTl-16HblX COCTO>lHl-1111. 0
KpeoT1-16Hbte cocTO>iH1-1>i « norpy>t<eHHOCTl-1 » 1-1 « OTCTpoHeHHOCTl-1 » conpo6o>K,o,010T
"'
0
"'::c
>:S:
npol(e,o,ypbl ceMl-10Tl-1YeCKOrO MO,o,en1-1p060Hl-15l 1-1 6 peonbHOM 6peMeHl-1 ,o,on>KHbl I
"'~
cMeH>iTb ,o,pyr ,o,pyra, HO 6 peonbHOCTl-1 KpeoTl-160 OHl-1 e,o,1-1Hbl. T OKOll1 onblT Yl-1CToro ;f_
a._
<(
noKo>i co3HOHl-1>i, 6MeL1..1010L1..1ero 6ecb l-13MeHYl-16blll1 M1-1p, n0Mora10T nocT1-1Yb ,o,pe6H1-1e I

npOKTl-1Kl-1 My,o,pOCTl-1 :

«Hy>KHO soo6pa3J1Tb o6naKo, Koropoe 30Mepno B KOK 6y,4TO 30CTblBWeM

80,L(HOM nOTOKe, a B HJ1X napur KOpwyH J1 nnel1..{yTC.R pbt6bt - BOT 3TO J1 6y-
,4eT o6pa3 C03HOHJ1.R, 06na,40t0l1..{ero ,400»3 .

B cocTO>iH1-11-1 « norpy>t<eHHOCTW> 6Hl-1MOH1-1e cocpe,o,oToYeHo HO «nap.Rll../eM KopwyHe u nne-

ll../Yll../HXC.R pbt6ax» 1-1 xopoKTep1-13yeTc>i 6360nH060HHOCTblO, 30l-1HTepeco60HHOCTblO, nepe-

I
>:S:
<(

"'
:s:
er
3 AcjJop113Mbl Crnporo K1-1rn.11 . - M. : HayKa. In . peA. BocTOYHO~ n1-1T-pb1, 1991. C. 43.
62 DV13All1H -KOD HAPPA TV1BHOIO KOKOHA

:>Kl-1BOHl-1eM. A cocT05lH1-1e «OTCTpoHeHHOCTl-1 », HonpoT1-1s, « nycTOTHO» , s ,o.ooccKo~ Me-

To<j>0pe OHO eCTb TO COMOe «o6naKO, KOTopoe 30Mepno B KOK 6yJJ.TO 30CTb/BWeM 80-

JJ.HOM nOTOKe» .

KpeoT1-1BHb1e cocT05lHl-171 ,o.eno10T B03MO>KHblMl-1 KpeoT1-1BHb1e ,o.e~crn1-171 : s cocT07l-

H1-11-1 « norpy>KeHHOCTl-1 » ¢1-1Kc1-1pyeTC5l ceMl-10Tl-14eCK071 Cl-1TYOl.~l-171 1-1 l-13BfleKOeTC71 MeTO-

¢opo, 0 B COCT071Hl-11-1 « OTCTpoHeHHOCTl-1 » onpe,o.en71eTC71 TeMO 1-1 COCTOBJl71eTC71 6o-

30Bbl~ HoppoTl-1B . CocT05lHl-1e « norpy>KeHHOCTl-1 » - 3TO B3BOflHOBOHHOe nepe:>K1-1soH1-1e,

0 COCT071Hl-1e « OTCTpOHeHHOCTl-1 » - nOJlHbl~ noKO~ 1-1 pOBHO,o.yw1-1e.

To4Kl-1 onopb1 s 0601-1x coC T05lHl-15lX np1-1Hw1-1n1-1onbHO OTfll-140IOTC71: KOHwenT - 4eT-

Kl-1~ 1-1 onpe,o.eneHHbl~, 0 MeTo<j:>opa - M71rK071, nO,QOTJll-18071, CKJlOHH071 K MeTOMOp-

<j:>030M. B nepsoM cny4oe ycnex so MHOroM 6y,o.eT 3os1-1ceTb OT ¢opMyn1-1posK1-1

KOHL..lenTO - 4eM OHO KOMnOKTHee, KOHKpeTHee 1-1 Bb1p031-1TeflbHee, TeM 3<j:><j:>eKTl-1B-

Hee KoHwenT KOK T04KO onopb1. B3rn5l.Q c 3TO~ T04Kl-1 no3son1-1T s sonHeH1-17lx, 30-

s1-1xpeH1-17lx 1-1 6ypneHl-171X « nOTOKO » npocTynoTb CKpblTOMY ynop71,0.04eHHOMY ,QBl-1:>Ke-

Hl-1IO. B « OTCTpoHeHHOCTl-1 » , HonpoT1-1s, 6onee 3<j:><j:>eKTl-1BHO cpo6oToeT po3MblT071,

He>KeCTK071 MeTo<j:>opo. 5noro,o.op5l 3Tl-1M T04KOM onopbl COCT071Hl-171 OK03blBOIOTC71

c60JlOHC1-1pOBOHHblMl-1: B « norpy>KeHHOCTl-1 » COCT071Hl-1e HeCT061-1JlbHOe, 30TO T04KO

onopb1 HO.Qe>KH05l; s « OTCTpoHeHHOCTW> T04KO onopb1 see speM71 « ,o.pe~<j:>yeT » , 30TO

COCT05lHl-1e COMO no ce6e ycT0~41-1BOe.

B cocT071Hl-11-1 « norpy>KeHHOCTl-1 » He cne,o.yeT Topon1-1TbC5l, Ho,o.o .QOTb speM71 ce-

Ml-10Tl-14eCKOMY non10 nepecTpo1-1TbC5l s ceM1-10T1-14ecKy10 c1-1Tyow1-110 . Bee ,o.on>KHO

npo1-1cxo,o.1-1Tb KOK 6b1 coMo co6o~ . He cne,o.yeT cnew1-1Tb BblCTpo1-1sOTb c1-1cTeMy 1-13

po3p03HeHHblX o6po30B - ceMl-10Tl-14eCKOe none ,QOfl:>KHO 6b1Tb 3MOL..ll-10HOJlbHO OK-

Tl-1B1-1pOBOHO, 4T06b1 o6po3bl H040fll-1 COMl-1 CKflO.QblBOTbC71 s KopT1-1HKY. Cne,o.yeT He

« ,o.ep>KOTbC5l » 30 KoHwenT, o nocpe,o.cTBOM s4yscTsosoH1-17I, 3MOL..ll-10HOflbHoro y40-

CTl-17I ero nepe>KHBOTb. KoHwenT so:>KeH He noToMy, 4TO 1-13 Hero MO>KHO « Bb1secT1-1>>

o6po3, KOHL..lenT - 3TO l-1MnyflbC ,Qfl71 71BJleHl-171 o6po30.

CocT07IH1-1e « norpy>KeHHOCTl-1 » , KOK npos1-1no, nerKo ,o.oeTC71 .Ql-130~Hepy 1-1 npo-

5lBJl71eTC5l s ysne4eHHOCTl-1, 0Hra>K1-1posoHHOCT1-1 nocTosneHHO~ 30.Q04e~. Ho ,o.eno

B TOM, 4T06bl He npOCTO OT,QOBOTbC5l 3TOMY COCT071Hl-1IO, 0 KOHTpon1-1pOBOTb ce671

s HeM. KoK1-1M 6b1 ecTecrneHHblM OHO Hl-1 K030flOCb, Ho,o.o yMeTb OT Hero ,o.1-1cTOH-

Lll-1POBOTbC7I. 3Ty 30,Q04Y noMoraeT pewl-1Tb po60TO c KOHHOTOL..ll-171Ml-1.

KoHHOTOTl-1BHb1e p5l.Qbl - 3TO « MOCTl-1K » OT xooco K OTHOCl-1TeflbHOMY nop5l.O.KY, OT

Heonpe,o.eneHHOCTl-1 - K HeKOTOpOU onpe,o.eneHHOCTl-1 . np1-1 COCTOBJleHl-11-1 KOHHOTOTl-18-

 5. HAPPATV1BHblill KOKOH KAK CEMV10TV1YECKA51 MODEJlb 63

HblX p7!.QOB, KOK o6p03HblX, TOK l'1 o6cTpOKTHblX, HO,QO ,QOBOTb ce6e no11Hy10 cso6o,qy

l'1 He nblTOTbC71 BblCTp01'1BOTb noc11e,QOBOTeJlbHOCTb: KOHHOTOLl,1'11'1 ,QOJl>KHbl 6b1Tb cnoH-

TOHHblMl'1, po3p03HeHHblMl'1, po3HowepcTHblMl'1. To11bKO s 3TOM c11yyoe OH1'1 cnoco6-

Hbl c,qep>K1'1B0Tb ,QOBJleH11e KOHU,enTO.

Cso6o,qo KpeoT11so oYeHb yc11osHo - see orpoH11Y11soeT 11 Honpos117!eT KOHu,em,

n03TOMY HO,QO conpOT1'1BJ171TbC71 KOHU,enTy l'1 He nblTOTbC71 KOHHOTOLl,1'171Ml'1 ero « p03b-

71CH71Tb » , 3TO np11se,qeT K nyCTblM, BblXOJlOW,eHHblM CJlOBOM. noCKOJlbKY KOHHOTOTl'1B-

w
:s:
Hble p7!.Qbl HY>KHbl ,q1171 OKT11sou,1111 KpeoTl'1 BHoro npou,ecco, coM11 c11oso ,qo11>KHb1 6b1Tb :r:
<{
c::
Bb1po311Te11bHb1M11, « o,qywes11eHHblMl'1 » , cnoco6HblMl'1 KOHL..1,eHTp11posoTb s ce6e CMb1c- u
0
c
11osy10 3Heprn10. T OJlbKO s 3TOM c11yyoe Bb1,qe11eHHb1e KJ110Yesb1e KOHHOTOU,1'11'1 - CMblC-
11osb1e MapKepbl - noMoryT npeo6po30B0Tb ceMl'10Tl'1YeCKOe none B ceMl'10Tl'1YeCKYIO

rnTyou,1110 .

CeM11ornYeCK07l c11Tyou,117l - 3TO y>t<e He xooT11YHb1'71 Ho6op ceM110T11YecK11x pecypcos,

0 npocTpOHCTBO nepe>K1'1BOH1'171, npoYyBCTBOBOHl-171 CMblCJlOB B KOKl'1X-TO cy6cTOHLl,1'171X -

u,seTe, 3onoxe, ¢op Me, ¢oKType, sKyce. 3Mou,110HOJlbH07l sos11eYeHHOCTb OKT11s11pyeT

ceMl'10Tl'1YeCKYIO C1'1TYOU.1'1IO l'1 ,qe11oeT ee cnoco6Hol71 11cnycKOTb 1'1Mny11bCbl B 81'1,Qe

>-
o6po3os . Cpe,q11 3rnx 11Mnyllbcos Heo6xo,q11Mo y11os11Tb Merncl>opy. 3,qecb npou,ecc cw
::r
:r:
p03Bl'1BOeTC71 TOK: CHOYOJlO HO,QO OW.YTl'1Tb, noYyBCTBOBOTb MeTo¢opy, 0 30TeM 1'1CKOTb 0

c11oso . CMb1c11osb1e MOpKepb1 1'13 o6po3Horo KOHHOTornsHoro p7!,qo ,qo11>t<Hb1 3TOMY

"'
nOl'1CKY nOMOYb, HO COBCeM He o67130TellbHO MeTo¢opy Bb1611pOTb 1'13 CMblCJlOBblX

MOpKepos. :r:
0
HopocT010w,ee conpoT11s11eH11e KOHu,enTy 11 so3pocT010w,071 ys11eYeHHOCTb Me- "'
0

To¢opol71 ,qe11010T B03 MO>K HblM nepexo,q s cocT071Hl'1e « OTCTpoHeHHOCT1'1 » . B cocTo- "'
•:S:
:ZS
:r:
71Hl'11'1 « norpy>t<eHHOCT1'1 » o6po3 71BJ17leTC71 KOK npeJ:11.Jyacrs11e, Ho ys11,qeTb ero KOK "'
:s:
>-
~
c..
u,e11oe MO>KHO TOJlbKO OTCTpOH1'1BWl'1Cb. V13BJleYeH11e MeTo¢opb1, Cl'1HXpOHl'131'1py- <{
:r:
71Cb co CMeHoJ71 cocT071Hl'1171 - OT « norpy>t<eHHOCT1'1 » K « OTCTpoHeHHOCTl'1 » , np1161111-

>KOeT « nepsoe 71s11eH11e » o6po3o. MeTo¢opo no3so117leT ys11,qeTb o6po3 s cMyT-

HOM, HeBH71THOM, « n1103MeHHOM » cocT071Hl'11'1. ToKol7111eTyY11'71 11 TeKyY11'71 o6po3 He-

06xo,q11Mo u,eHTp11posoTb 11 cKpenl'1Tb KOpKocoM. T OYKOl71 onopb1 11 u,eHTpou,1111 06-

po30 CTOHOBl'1TC71 TeMa , onpe,qeJ11'1Tb KOTopy10 MO>KHO TOJlbKO B COCT071Hl'11'1 « OT-

CTpOHeHHOCT1'1 ».

3To COCT071Hl'1e ,QJ171 ,Q1'130171Hepo, ys11eYeHHOro KpeOTl'1BOM, HeecTeCTBeHHO l'1 nOTO-

:r:
•:S:
My Tpe6yeT oco6oro BH1'1MOHl'171. C11e,qyeT y6pOTb 3Mou,110HOJ1bHb1'71 ¢oH 11 npe,qocrn- <{
M
:s:
Bl'1Tb c o6b1rn7!M po3Bl'1BOTbC71 KOK 6b1 COM1'1M no ce6e . Y3HOBOHl'1e o6po3o npo11cxo,q11T Cl
64 ,D,V13AlllH-KO,D, HAPPA TV1BHOIO KOKOHA

HO <t>oHe nonHoro AyweBHOrO WTV1n51 VI COBepwoeTC51 He OT «V136blTKO 4YBCTB » - OHO

coBepwoeTC51 «HVI OT 4ero » no npVIHWVlny:

«Ecnu so11y He MYTHTb/ OHO COMO no ce6e orcroHTC51. Ecnu 3epKono He no'-1-
4
KOTb/ OHO COMO no ce6e 6y11er orpO>KOTb CBeT... » .

«OTcTpOHeHHOCTb » KOK noKoi/1 VI pOBHOAYWVle AOeT B3rn51A co CTOpOHbl VI c HeKOTopoi/1

BblCOTbl HO npOV1CXOA51li..\ee. 3To noxo>Ke HO AOOCCKV1111 npVIHWVln H8A8HHHH, KOTOpbii/1
03H040eT cnoco6HOCTb AOBOTb Mvipy (vi ce6e) npe6blBOTb B cnoHTOHHOCTVI: HV14ero
He npVIBHOCVITb, co6n10AOTb ecTecrneHHOCTb Beli..\ei/1, HV14ero He npvi6oBn51Tb K Bell..\ OM
5
VI HV14ero He OTHVIMOTb y HVIX - conyTCTBOBGTb Beli..\OM .
MeTo<!>opo 6b1no V13Bne4eHo KOK nOACK03KO, OHO rn6Ko, nOABVl>KHO, vi HOAO yAep-
>KVIBOTb ee B TOK OM COCT051HVIVI I nocKOnbKY <l>YHKWV151 MeTo<t>opbi - cny>KVITb opvieHTVl-
poM, He 6onee Toro. Henb351 npV1B513blBOTbC51 K MeTo<t>ope vi e10 weHTpvipoBOTb o6-

po3 - 3TO cnpoBowvipyeT HOCVlnbCTBeHHYIO «nOAroHKY » o6po3o noA MeTo<t>opy. A no-

CKOnbKY MeTo<t>opo 3TO BCerAO Knviwe, VICKOMbli/1 o6po3 6yAeT BbipBOH VI yMepli..\BneH
eli..\e HO CTOAVIVI «C03peBOHV151 » (51BneHvi51). MeTo<t>opy MO>KHO cpoBHVITb c nocoxoM,
6e3 KOToporo He 06oi11rncb, npo6vipo51Cb no TOn51M, HO HO TBepAOil1 n04Be OH y>t<e
He cnocoeT >KV13Hb, o npocTo noMoraeT VIATVI. TBepAylO no4BY B KpeOTVIBHOM npo-
wecce ceM111orn4ecKoro MOAenvipoBOHV151 AOeT TeMo. ToKviM o6po3oM, <t>viKcvipoBOTb
MeTo<t>opy KOK T04KY onopb1 HOAO c y4eToM 3TVIX coo6po>t<eHV1i11 - ¢111Kcow11151
AOn>KHO 6b1Tb He>t<eCTKOi/1.

CMb1cnoBb1e MopKepb1, Bb16poHHb1e 1113 o6cTpOKTHoro KOHHOTOTVIBHoro p51AO, MoryT

nOACK030Tb TeMy, Ho , KOK vi B cny4oe c MeTo<t>opoi/1, 3TO He o65130TenbHO. TeMo
n051Bn51eTC51 c o6po30M, BOT no4eMy B 3TOT MOMeHT TOK BO>KHO coxpOH51Tb COCT0-
51HV1e «OTCTpoHeHHOCTvi>>. Ecnvi MeTo<t>opo yro11b1soerc51 B o6po3e, TO TeMo - OT-

CTpoHeHHO co3ep1.4oerc5I. TeMo weHTpvipyeT o6po3 vi AOeT eMy o6beM, B TeMe o6-
po3 pocKpb1BoeTC5!. Bee, 4TO npovicxoAvino BO BpeM51 «norpy>t<eHHOCTVI », roToBvino
K nOHVIMOHVllO TeMbl, TO, 4TO npOVICXOAVIT BO BpeM51 «OTCTpoHeHHOCTVI », eCTb onpe-
AeneHvie TeMbl c nocneAYIOli..\VIM ee po3BepTblBOHVleM B 6o30BOM HoppornBe. CMb1cn
B TOM, 4T06bl MeTo<t>opo 6b1no V13Bne4eHO, 0 TeMO - onpeAeneHO, HO He npvi,o.yMo-
HO . nocne TOro KOK onpeAenvinOCb TeMO, cneAyeT BepHyTbC51 K MeTO<!>ope VI YBVI-

4 foM )l(e. C. 57 .
5 ,D,pesHernrnC1cKa71 cjJV1nococjJvi7l. B 2 T. T.2. - M., 1994. C. 31.
 5 . HAPPA TV1BHblil1 KOK OH KAK CEMV10TV1YECKA5l MOJJ,Enb 65

AeTb ee s cseTe TeMbl . B pe3yflbTOTe npe>t<H>u1 MeTo<!>opo MO>KeT 6b1Tb nepecMoTpe-

HO, o6oraw,eHo, yTo4HeHo, n1-160 soo6w,e 30MeHeHo HO Apyryio.

e:s:
a..
LO

6a30Bbl~ HappanfB npeACTOBJ1>1eT co6oC1 on1-1coH1-1e >1s1-1sweroc>1 o6po3o c yKo3o- :i:.

>:S:
<(
M
HV1eM HO V1HCTpyMeHTbl ero BOnflOW,eHV151 B 06beKTe. npV1 3TOM BO>KHO He YBlleKOTbC>I :s:
C[

40CTHOCT>IMV1. KoK HOY4V1TbC51 COCTOBJl>!Tb 6o30BblC1 HoppOTV1B? npe>t<Ae scero, He-

o6XOAV1MO OHOJlV13V1pOBOTb TeKCTbl, npeACTOBJl>llOW,V1e p03JlV14Hble AV130C1H-npOAYKTbl ...

B cpeACTBox 1-1H<!>opMow1-11-1, OTMe40>1 Ho1-16onee 3onoM1-1Hoiow,1-1ec>1, Bb1po31-1TeflbHb1e

MOMeHTbl. 5o30BblC1 HOppOTV1B, KOK npOBV1flO, xopowo 4V1TOeTC51 B peKflOMHblX TeK-

s
I
<(
c::
CTOX 0 AV130C1HepCKV1X 6peHAOX . u
0
c
Heo6xOAV1MO Bb1po60TOTb npV1Bbl4KY cocTOBfl>ITb Hopporns np1-1 po6oTe HOA KO>K-

AblM npoeKTOM, 4TO Tpe6yeT onpeAeneHHblX yc1-1n1-1C1, BeAb C04V1HeHV1e TeKCTOB - 3TO

I
po60TO CO CflOBOM, KOTOpylO AV130C1Hepb1, KOK npOBV1flO, HeA00[4eHV1BOIOT . noMV1MO

oco3HOHV1>1 BO>KHocrn flV1TepoTypHoro TPYAO, Heo6xoAV1MO po3BV1BOTb B ce6e oco-

6yio 4YBCTBV1TeflbHOCTb K cnosy, nio6osb K cnosecHoC1 1-1rpe . LfreH1-1e xopoweC1 n1-1-

Tep0Typb1, oco6eHHO no33V1V1, 1-1 nocT0>1HHb1e TpeH1-1poBKV1 noMoryT po3BV1Tb cnoco6-

HOCTb K COCTOBJleHV1IO 6o30Boro HoppOTV1BO, 4TO, B CBOIO 04epeAb, nOMO>KeT BOC-

nV1TOHV1IO KpeoTV1BHOC1 AV1CWV1nflV1H~.

O<t>opMneH1-1e o6po3o B 6o30BOM Hoppornse 03H040eT nepeseAeH1-1e o6po3o B HO-

soe K04eCTBO . 3TOT npowecc MO>KHO o6b>!CHV1Tb, npV1BJleK051 <!>V13V14eCKV1e TepMV1Hbl

« KpV1CTOJlflV14eCK051 peweTKO » V1 « nfl03MO » . 5o30BblC1 HoppOTV1B 30Kfll040eT o6po3 B

« KpV1CTOflflV14ecKyio peweTKY » , np1t1AOB0>1 eMy ycToC141-1syio, ynop>1A04eHHYIO, nep1-10- I

0
AV14ecKyio CTPYKTYPY . B 3TOT MoMeHT o6po3 « cosnOAOeT » c MOAeflblO. Ho 6o30BblC1 "'0
"'
>:S:
HoppoTV1B, OTCTPYKTyp1-1posos o6po3, AOfl>KeH noMeH>1Tb cocT0>1H1-1e HO « nno3MeH- ::;;
I
CJ

Hoe » - V13 CTPYKTYPbl npespOTV1TbC>1 B CMb1cnosoC1 crycTOK. D,pyrnMV1 CflOBOMV1, 6o- ~

;,_{_
a..
30BblC1 HOppOTV1B - 3TO TOflbKO nOBOA K AOflbHeC1weMy npo>1BJleHV1IO o6po3o: KOrAO <(
I

HOAO <!>1-1Kc1-1pos0Tb ero B CTpyKType - OH <!>1-1Kc1-1pyeT, Kor AO HOAO ornycTV1Tb o6-

po3 B « CB060AHOe nflOBOHV1e » - OH OTnycKOeT.

ToKV1M o6po3oM, ceMV10TV14ecKoe MOAen1-1posoH1-1e MO>KHO yno>KV1Tb B cneAylO-

w,yio cxeMy : KOH[4enT-KOA H04V1HOeT « CT>lrV1BOTb » ceMV10TV14eCKV1e pecypCbl V1 C03-

AOeT ceMV10TV14ecKyio CV1TYOWV1IO, K0Topo>1 « nOACK03blBOeT » MeTo<!>opy; nepe>1<1-1-

BOHV1e MeTo<!>opb1 0Krns1-1pyeT o6po3 1-1 npo>1cH>1eT ero; no Mepe npo>1cHeH1-1>1 o6-

po3o onpeAefl>leTC>I TeMO, KOTOpO>! weHTp1-1pyeT V1 OKOH40TeflbHO ynop>!A04V1BO-

I
>:S:
eT ceMV10TV14ecKyio c1-1Tyow1-110, yT04H>1eT MeTo<!>opy, Aeno>1 o6po3 OT4eTflV1BblM V1 <(
M
:s:
C[
3pV1MblM HOCTOflbKO, 4TO ero y>t<e MO>KHO on1-1c0Tb s 6o30BOM HoppoTV1Be . Bee 3TV1
66 ,JJ,V13Ail1H-KO,JJ, HAPPA TV1BHOIO KO KOHA

,o,etl1cTBV15l conpOBO>K,D,OIOTC>l MO,o,en1-1poBOHV1eM KpeOTV1BHblX COCT05lHV1111, a sep-

Hee - V1X MO,o,yn>1u,1-1et11 OT «norpy>t<eHHOCTV1 » K «OTCTpOHeHHOCTV1 » .

Bo3MO>KeH sonpoc: a MO>KHO nV1 30HV1MOTbC>l ,o,1-13atl1HOM 6e3 scex 3TV1X MyYeH1-1t11?

npoCTO 30,[l,OTb TeMy, OTTOnKV1B05lCb OT KOHU,enTO, «nO,D,T>lHYTb » nO,D, Hee V1HCTpyMeHTbl

V1 c,o,enOTb o6beKT? Mo>KHO, TOnbKO s pe3ynbTOTe nonyYV1TC>1 He ,o,1-13atl1H-npo,o,yKT,

a V1MeHHO o6beKT . V1cnonb30BOHV1e TOKoro « ycKopeHHOrO » MeT0,0,0 npV1BO,[J,V1T K no-

5lBneHV1IO csoero po,o,a «fast food - ,[J,V130tl1HO » ' KOTOpbit/1 OTnV1YOeTC5l OT ,[J,V130tl1HO,

KOK fast food OT HOpMOnbHOll1 KOYeCTBeHHOtll e,D,bl : spo,o,e see TO >Ke COMOe - Cbe-

,o,o6HO 1-1 ,o,a>Ke BKYCHO, HO nnoxo ycsa1-1saeTc>1 1-1 HOHOCV1T spe,o, opraHV13My . TaK,

V1HTepbep, c,o,enaHHb1tl1 no ycKopeHHOtll MeTo,o,e, MO>KeT K030TbC>l snonHe np1-1eMne-

MblM V1 KpOCV1BblM, HO OH 6y,o,eT « MepTBblM » V1 csoet/1 6e3>KV13HeHHOCTblO nopO>K,D,OTb

,D,V1CKoM¢opT. TaKV1e o6beKTbl nerKo cKon1-1posaTb, OHV1 pacyneH>1eMb1, s HV1X MO-

>KeT 6b1Tb Mocco np1-1sneKaTenbHOro, Hos HV1X HeT aypb1. A TOM, r,o,e HeT aypb1, HeT

,[J,V130tl1HO. ,D,V130"1H npO-U380,t:/UT (OT cnosa «npOV13Be,o,eHV1e » ) opraHV1YHbltl1 npo,o,yKT'

a « ycKopeHHbltll » MeTO,D, npOV13BO,D,V1T (OT cnosa «npOV13BO,D,CTBO » ) - npo,o,yKT Mexa-

HV1YeCKV1111 . Ysb1, «o6nerYeHHbltl1 » sap1-10HT seCbMO w1-1p0Ko 1-1cnonb3yeTc>1 s c1-1ny He-

,o,ocTOTKO ,o,apoBOHV15l, npo¢ecCV10HOnV13MO V1 speMeHV1.

Bo3MO>KHO, TOKotll «O-n>1 ,D,V130tl1H » V1MeeT npaso HO cyw,ecrnosaHV1e, npocTo Ha,o,o

oT,o,asaTb ce6e OTYeT - YeM Tbl 30HV1Maewbc>1, KOK Tbl noHV1Maewb ,o,1-13atl1H. Bee,

YTO 3,D,eCb HOnV1COHO, npe,o,H03HOYeHO ,o,n>l ,[J,V130tl1Hepos, a He ,o,n>1 npOV13BO,D,V1Tenetl1

o6beKTOB. Lfro6b1 c,o,enaTb ,o,1-13atl1H-npo,o,yKT, Tpe6yeTc>1 He npocTo ycsoV1Tb nocne-

,o,osaTenbHOCTb npou,e,o,yp - Ha,o,o noMyYV1TbC>1.

Mo>KHO ,o,a>Ke C K030Tb, YTO CMb1cn KpeaTV1BHotl1 TexHonorn1-1 ceMV10TV1YecKoro

Mo,o,en1-1posaH1-1>1 - He o6nerYV1Tb, a 30TPYAHV1Tb nyTb K u,en1-1 . BcnoMHV1Te: Howen

MeTa¢opy V1, K030nOCb 6bl, - BOT OHO, 3epHo, TOnbKO B3pOW,V1BOll1, TOK HeT, H0,0,0

ocTOBV1Tb ero V1 V1CKOTb TeMy. Cnpaw1-1saeTc>1, 30YeM? Lfro6b1 cHosa sepHyTbC>l K Me-

Ta¢ope ... Ho sepHyTbC>l ,apyruM 1-1 K ,apyroJ1MeTa¢ope, ,o,a>Ke ecn1-1 OHO ocrnHeTc>1
TOtll >Ke, OHO 6y,o,eT ys1-1,o,eHO ,o,pyrnMV1 rn030MV1, B ,o,pyroM CBeTe. np>!Mble ,o,opo>K-

KV1 se,o,yT K npoCTblM, 6aHOnbHblM peweHV15lM - TOnbKO HO OKOnbHblX (Ho He nyTa-

HblX) TpOnKOX MO>KHO ,o,enOTb OTKpb1TV15l.

Ha3HOYeHV1e ceMV10TV1YecKoro Mo,o,en1-1posaHV1>1 cocTOV1T He CTOnbKO s onTV1MV1-

30U,V1V1 npou,ecca, CKOnbKO B TpeHV1pOBKe BV1,D,eHV15l - ,o,parou,eHHOro ,o,apa ,D,V130tl1-

Hepa. V1 ew,e - 3TY MeTo,o,onorn10 cne,o,yeT 1-1cnonb30BOTb c onpe,o,eneHHOtll cTe-

 5 . HAPPATV1BHbl~ KOKOH KAK CEMV10TV1YECKA5l MO,D,Enb 67

neHblO cso60Abl: H3Y'-H1Tb, ycsoHTb, noTpeH111poBOTbC5l 111 . .. 306b1Tb. Bee AOJDKHO

po6oTOTb « HO OBTOMOTe »: KOHTporrnpyeM COCT05lHH5l, HW,eM nOAXOA5lW,He CJlO-

BO H onep111pyeM HMM All5l Toro, 4T06bl YBHAeTb o6po3, KOTOpbiilt 30TeM onHCbl-

BOeM B 6030BOM HoppoTHBe.

noH5lTb cnewHcpHKY ceMHOrn4eCKOro MOAe!1HpOBOHH5l B npowecce KOHCTPYHPOBOHH>l

AH30iltH-npoAyKTO no3BO!l5leT HoppornBHblilt KOKOH. Yepe3 Hero, KOK 4epe3 npH3My, •

MO>KHO ysHAeTb npoweccyonbHOCTb 5lB!leHH5l o6po3o, noABH>KHOCTb ceMHOTH4ec-

Koilt MOAellH 111 « cso60AHb1e » OTHoweHH5l Me>KAY MOAe!lblO 111 o6po3oM . CMblC!l
s
I
<(
c:::
ceMHOTH4eCKoro MOAe!1HpOBOHH5l He B TOM, 4T06bl CAe!lOTb « 60JlBOHKy» 6yAyw.ero u
0
c:
o6po3o, 0 B TOM, 4T06bl npH6llH3HTbC5l K o6po3y, KOTOpblilt eCTb, HO nOKO COKpblT.

CeMHOTH4ecKoe MOAen111posoH111e o6po3o OK03b1soeTC5l MOAen111posoH111eM soKpyr

I
J1 OK0/70 o6p030, HO no-ApyroMy B AH30il1He HeB03MO>KHO .

CeMHOTH4ecKoe MOAen111posoH111e MO>KeT noK030TbC5l HCKlll04HTe!lbHO cno>KHblM

Ae!lOM, OAHOKO CTOBWHM HO 3TOT nyTb He CTOHT OT40HBOTbC5l - eCTb BnOJlHe 30KOH-

H~e nyTH HHTeHCHcpHKOWHH npowecco, seAb npoKTHKO npeAnonoroeT pyTHHH3Hpo-

BOHHble AeiltcTBH5l . B opceHone AH30il1Hepo xsoToeT « 3arOTOBOK » , 111360B!l5l10W,HX OT

.....
nocT05lHHoro cornopeHH5l «c HYll5l » . K TOKHM « 3oroTOBKOM » OTHOCHTC5l Ho6op OK- c
"-'
:::r
I
TYOllbHblX (MOAHblX) MOAe!leilt o6po30 . npo6Hp05lCb K CBOeMy 06po3y I MO>KHO pe- 0

OJlbHO o6ner4HTb ce6e 30A04Y I HCnOJlb3Y5l THnOBble CeMHOTH4eCKHe MOAe!lH, HllH

"
npOTOMOAellH.

I
0
"0
":z;
•:S:

5.2 . MO,D,EJlV1POBAHV1E OE>PA3A «Orh I

al
:s:
.....
g:_
B 111cnonb30BOHHH npoTOMOAeneilt, y>Ke ocHow,eHHblX CMblC!lOBblMH MOpKepoMH, MeTo- "-
<(
I
cpopoilt H TeMoilt, HeT HH4ero npeAOCYAHTe!lbHoro. Bo-nepsb1x, noTOMY, 4TO AH30iltH-

npoAyKT AO!l>KeH 6b1Tb opHrHHO!lbHblM, HO npH 3TOM y3HOBOeMblM, TO eCTb B 4eM-TO

THnH4HblM. Bo-BTOpb1x, B AH30iltHe HeT nnarHOTO - 111cnO!lb3Y5l « rOTOBble » cpopMbl, AH-

30iltHep see poBHO C03AOeT CBOilt o6po3, OH He MO>KeT npOCTO CKOnHpOBOTb 4Y>KOe

peweHHe B c111ny KOHTeKCTYOllbHOCTH csoero npOAYKTO. B AH30iltHe ecTb MecTo WH-

TOTe, pen!lHKe, napocppo3y I HO He KOnHH, TOK 4TO npOTOMOAe!lb - 3TO TOJlbKO pe-

cypc. Bo3MO>KHOCTb BC5lKHil1 po3 He « OTKpblBOTb AMep111Ky » , o 111cnonb30BOTb ceMH-

I
OTH4eCKHe « 3oroTOBKH » , HeHOMHoro ynpow,oeT 30A04Y, nocKO!lbKY npoTOMOAe!lb, •:S:
<(
(Y")
:s:
30AOB05l HonpaBJleHHe CeMHOTH4eCKOMY MOAe!lHpOBOHHIO I He OTMeH5leT COMOCTO- C!
68 ,D,V13A~H-KO,D, HAPPATV1BHOIO KO KOHA

71TeflbHblX yomV1!'1 no C03AOHV1IO csoero yHV1KOJlbHoro o6pa3a . TV1nOB071 ceMV10Tw-ie-

CK071 MOAeJlb OTHOCV1TC71 K napaMeTpOM, KOTOpb1e TOJlbKO ynop71AOYV1BOIOT V1 onrn-

MV13V1PYIOT ceMV10rnYecKoe MOAenV1posaHV1e. Ho Afl71 3Toro HOAO yMeTb nonb30-

BOTbC71 npoTOMOAefl71MV1.

CJ)yHAOMeHTOJlbHble o6p03bl-nOTTepHbl B COBpeMeHHOM AV1301'1He HeMHOroYV1CJleH-

Hbl, 71 nonaralO, ceil1Yac V1MeeT CMblCJl rosopV1Tb o Tpex : «nature », «tech » V1 «art».
B nepsoM o6pa3e 3CTern3V1pyeTC71 npV1pOAO, so BTopoM - MOWV1HO (TeXHV1YeCK071

KOHCTPYKU.V171), B TpeTbeM - caM OKT 3CTern30U.V1V1. Bee TPV1 o6pa3a Ha paBHblX cy-

w,ecrny10T B AV130i'1He, aKTyanV13V1py 71Cb B pa3nV1YHblX sepCV171X . BpeM71 OT speMeHV1

OAV1H V13 HV1X CTOHOBV1TC71 oco6eHHO BOCTpe60BOHHblM, BXOAV1T B MOAY V1 AOeT Yeno-
BeKy B03MO>KHOCTb pewaTb TPYAHYIO 30AOYY - BbtJJ.en11rbC>1, noJJ.pa>Ka>1 JJ.pyr11M - Bbl-

pa3V1Tb V1HAV1BV1AYOllbHOCTb, BnV1COBWV1Cb B TV1n .

B KYllbTYPHOll1 CV1TYOU.V1V1 nocneAHV1X ABYX AeC7lrnnernll1 flV1AV1py10w,V1e no3V1l..IV1V1

y o6pa3a « art» . B CTV1XV1V1 CV1MBOJlV1YecKoro o6MeHa ero « 6eccoAep>KaTenbHOCTb » ,

nOABV1>KHOCTb V1 YYBCTBV1TeJlbHOCTb K HIOOHCOM CTOJ1V1 6e3ycnOBHblMV1 KOMneTeHL(V171MV1.

,D,n71 o6p030 « art» xapaKTepHbl nOAYepKHYT071 V1CKyccrneHHOCTb, nOCTOHOBOYHOCTb,

AeTOflbH071 npoAyMaHHOCTb. 3CTeTV130L.J,V171 He npoCTo o6Hapy>KV1BOeTc71, a AeMoH-

CTpV1pyeTC71, V1 B 30BV1CV1MOCTV1 OT Toro, YTO 3CTeTV13V1pyeTC71, MO>KHO Bb1AeJ1V1Tb ero

ocHOBHble sepCV1V1 : «KOHu,enT-art», «6oreMHblH art», «r113M-art», «Tp3w-art», «peTpo-art».

«KoHu,enT-art» Hau.eneH HO 3KcnepV1MeHTbl c C03HOHV1eM. Ho 3TO sosce He naToreH-

Hble 3KCnepV1MeHTbl, yrHeTOIOW,V1e pa3yM, HOnpOTV1B - TOKV1e V1HTenneKTYOllbHble onbl-

Tbl 06oraw,a10T, seAb TPYAHO H0!'1TV1 ew,e YTO-nV16o 6onee 30XBOTblBOIOw,ee, YeM ne-
pe>K11BaH11e V1AeV1. Ha nepsb11'1 B3rfl71A, 3TO Bb1pa>KeHV1e Ka>KeTc71 napOAOKCOJlbHblM,

nocKOJlbKY KOHL.J,enTyanbHOCTb TPOAV1U.V10HHO CB713blBOeTc71 c pOL..1,V10HOJlbHOCTblO, no-

rV1KOl'1, XOJlOAHblM pacYeTOM . 0AHOKO B TOYKe conpV1KOCHOBeHV171 TOKV1X « npOTV1BO-

nOJ10>KHOCTeil1 » , KOK yyscrna V1 pa3yM, BblCeKaeTc71 caM071 7!pK071 V1CKpa . Cnoco6Ha

JlV1 V1CKpO CTOTb CBeTOM, 30BV1CV1T OT KOHL.J,enTa .

B 3TOM o6pa3e MV1HV1MOJ1V13M o6pen BTopoe Ab1XOHV1e . « KoHu.em-art » coxpaHV1fl

ero V1CKyccrneHHOCTb V1 YV1CTOTY, Ho 6e3 npe>KHero pOAV1KOflV13Ma, no3BOJ17171 cso-

6oAy B 3HOKOX nerKoil1, HO TW,OTeflbHO npoAyMOHHOll1 He6pe>KHocrn . KnaccV1Yecrnll1

MV1HV1MOJ1V13M, 3aneYaTneHHb11'1 B o6pa3e-nanepHe «tech » , 6b1n AecnoTV1YeH, Mexa-

HV1CTV1YeH V1 OAHoo6pa3eH. B « KOHL.J,enT - art ' e » MV1HV1MOJ1V13M conp71>KeH He CTOJlbKO

c Jl0KOHV13MOM V1AeV1, CKOJlbKO c YV1CTOTOIO ¢opMbl. 3To MV1HV1MOJ1V13M He cpeACTB

Bb1pa>KeHV171, a cpeACTB AOCTV1>KeHV171 wenV1 .

 5 . HAPPA TVlBHbl~ KO KOH KAK CEMV10TV1LJECKA51 MO,D,Enb 69

« KOHU,enT-art» npeAH03HOYeH An71 « nepeYV1TblBOHV171 » ' B03Bpaw,eHV171 K « nonl06V1B-

e
WV1MC71 MeCTOM » ' OTKpb1TV171 HOBblX CMblCnOBblX HIOOHCOB . .0V1AOKTV1YHOCTb 3TOro o6pa- ~
LC

30 ycV1nV1BaeT ero xonoAHYIO, 3asopa>KV1Baiow, yio 3CTernKy. Pa<j>V1HV1posaHHb11'1, CAep- ±

•:S:
...;
>KOHHb11'1 « KOHU,enT-art » HO COMOM Aene B8CbMO 3MOU,V10HOneH, ero 3Heprn7! - B 30- ""
:s:
C[

KnlOY8HHOll1 B HeM 30rGAKe, KOTOp07!, BnpoYe M, AOBOnbHO nerKO « OHOAblBOeTC71 » (He

6e3 MOCTepCKV1X nOACK030K ee COYV1HV1Ten7!). 3HOY8HV1e Happarnsa 3AeCb OY8BV1A-

HO, KOK, BnpoYeM, V1 An71 Apyrnx sepcV1111 o6pa3a « art» ' TOnbKO Tpe60BOHV171 K HeMy
u.J
:s:
3HOYV1TenbHO >KeCTYe : B e r o OCHOBe AOn>KeH 6b1Tb KOHU,enT - npOCT071 V1 B TO >Ke I
...;
c::
u
speM71 eMK071 V1Ae71 c 6oraTblM pecypcoM V1HTepnpeTau,V1111. 0
c
y « KOHU,enT-art 'a » eCTb MHV1Mbll'1 HeraTV1B - «HOH-KOH4enT-art» ' cyTb KOTOporo B Ae-

KnapOTV1BHOM oTpV1U,OHV1V1 KOKoro-nV16o KOHu,enTa . Ho « HV1YTO » - 3TO TO>Ke KOHu,enT.

I
3AeCb eCTb 3neMeHT epHV1YOHb71, caMoyHV1YV1>KeHV171 (KoTopoe, KOK V13BecTHo, « naYe

ropAOCTV1 » )' V1rpa B HOpOYV1TOe onpow,eHV1e' npeAnarOIOW,071 TO>Ke OHOAblBOTb 30-

rGAKV1, HO V13 cepV1V1 - « KOK HOl'1TV1 B T8MHOC1 KOMHOTe KOWKY' ecnV1 ee TOM HeT ».

V1HOrAO « KOHu,enT-art» nblT08TC71 npeACTOBn71TbC71 «HOH-KOHU,enT-art ' oM » . 5ne<P BblAO-

eT V13nV1WH7151 A8KnapOTV1BHOCTb, HOCT071W,V1111 «HOH-KOHU,enT-art » - MOnYOnV1B.

....
c
AHrnV1!11CKV1!11 AV1301'1Hep nonb XapHAeH (Paul Harnden) AenaeT o6ysb spyY- =r
I
0
HYIO c HeCKOnbKV1MV1 noMOW,HV1KOMV1 V1 WbeT OAe>KAY HO MOWV1HOX XIX seKa.
"'
Bew,V1 ero MapKV1 Paul Harnden Shoemakers oYeHb AOporn V1 npoAOIOT-

C71 scero B H8CKOnbKV1X KOHU,emyanbHblX 6yTV1KOX, 6onbW071 YOCTb KOTOpblX

I
B 5lnoHV1V1 . B V1HTepBblO n. XapHA8HO MO>KHO HOl'1TV1 see MOpKepbl «KOHU,em I 0
"'
0
HOH-KOHU,enT-art 'a »: MHV1MOe onpow,eHV1e' COMOYHV1YV1>KeHV1e' 30MblCnOBOTbll'1 "'
>:S:
::0
I
KOHU,em' CKpblTble KOAbl, o6paw,eHV1e K «CnO>KHOMy » noTpe6V1TenlO. a:i
:s:
....
«Mbt ,aenonu o6ysb c ro3eTotlt. JI H03B0/7 3TO OHTunponoroH,aotlt, nonbtTKotlt ~...;
I
YHUL/TO>KUTb r03eTy. nepBb/M Cl70eM wen X/70r70K, r70,£1 HUM r03eTO, 0 B COMOM
HU3Y KO>KO. CHoLfono ucTuponc.H xnonoK, noTOM o6ne3ono ro3eTo, u U3-no.a
Hee OTKpbt80170Cb KO>KO. 3oTeM .f{ c,aenon TO >Ke COMOe c Tene¢oHHOH KHU-
rotlt u nopHO>KYPH0/70M. ,D,yMOIO, Tenepb .f{ HOKOHel..{ U360BU/7C.f{ OT 3TOro npu-
3pOKO. Bee ro3eTbt noru6nu... ».

«CsotO o,ae>K,ay .f{ scer,ao noKynon B ceKOH,£1-X3H,£/OX, HU 0,£/HOH HOBOH Bel1..{U

He Kynun HU po3y. 11 KOK-TO po3 .f{ r70CMOTpen HO co6crseHHYIO KOHO,£/CKYIO I
>:S:
¢0Torpo¢u10, r,ae MHe 6btno 22 ro,ao unu L/TO-To spo,ae Toro, u npocTo HO- ...;
""
:s:
C[
L/017 ,aenOTb Bel1..{U, r70XO>KUe HO TO CTOpbe, KOTOpoe .f{ HOCU/7 B 22 ro,ao. OHO
70 ,D,V13A ~H-KO,D, HAPPA TV1BHOIO KOKOH A

OlfeHb y 1106Ha, 3TO 011e>1<11a. f710AJ1, KOTOpbte ee HOC5fT, C03J10/0T co6cTBeH-

HYIO HcropHt0, 5f npocro 11010 HM lfHCTbtH xof7CT»6 .

06pon'1M BHV1MOHV1e HO TO, KOK n03V1L!V10HV1pyeT ce67l non XopHAeH -

He AV130il1HepoM, o « po60YV1M vinvi noMOLl..IHVIKOM » , YTO xopoKTepHo An7l

OAenTOB « KOHL1enT I HOH-KOHL1enT-ort 0 ». 1

npviMepHO TO >Ke 307lBn7lnO

B OAHOM V13 VIHTepBblO AHApe nyTMOH: « 5{ He C03J10/0 11eKopOL.fJ110, a 11e-

J70IO J7J1Wb nycroryH cser, OCTOJ7bHOe J7/0f1J1 c11ef70IOT COMJ1». 3o CKpOMHblMV1

3osepeHV17lMV1 nerKo npocM0Tpvisot0TC7l peonbHble oM6V1L!V1V1 . Po3Be He

npocTpOHCTBO vi cseT 6b1nvi nepBblM AenoM TsopL.10?

1
0TnV1YV1Tb «HOH-KOHL1em-ort» OT « KOHL1em-ort 0 » MO>KHO no HOppornsy - OH V!MeeT Kpoi/1-

He OTBneYeHHbii/1 xopoKTep I V1 no KOHL1emy I KOTOpbii/1 B 3TOM cnyYoe CBeAeH K YV1CTO-

My KOAY· B pe3ynbTOTe o6po3 HV!Yero He rosopviT, HO C03AOeT «3neKTpV1YecKoe none »

V1HTpV1rV1, YTO npOABVIHYTOMY «CB060AHOMY VIHTenneKTyony» oco6eHHO no Aywe, BeAb

OH He VILl..leT nerKVIX 30fOAOK V1 npOCTblX OTBeTOB . n . XopHAeH cnV1WKOM AeKnopOTV1BeH

V1 MHOrocnoseH, ero KOHL!enT - V1Ae7l 0 B03BPOLl..leHV1V1 K « KOpH7lM » nocpeACTBOM npo-

CTblX, TPOAVIL!VIOHHblX, oprOHVIYHblX BeLL1eil1 - AOBOnbHO rpoM03AKV1il1, vi noToMy nocneAy-

t0L1..1ee ero OTPV1L!OHV1e 3BYYV1T Hey6eAV1TenbHO.

1
n0Tpe6V1Tenb, 0 BepHee, nonb30BOTenb « KOHL1enT-Ort 0 » - ::HO « CnO>KHbli/1 » no-

Tpe6V1Tenb. nopTpeT 3Toro « repo7l » noMoryT YTOYHV1Tb TOK H03blBOeMbl e « HOHO ».

3TOT TV1n onvicoH B KHV!re HooMVI Kneil1H « No logo » vi npooHon1-131-1posoH TpeHA-

cenepoM BviHCeHOM rperyopoM. KpeAO « HOHO » - B HOHKO<j>opMV13Me, B OTPV1L.10-

HV1V1 nei116nos, TpeHAOB vi yHvi<j>viKOL!V1V1. K « HOHO » MoryT np1t1MblKOTb vi 3Kcnep1-1MeH-

TOTOpb1, V1 V1HAV1BV1AYOnV1CTbl, V1 HOpl.IVICCbl, V1 3CTeTbl - Te V13 HVIX, KTO OAep>KVIM

CTpeMneHV!eM npV!HOAne>KOTb K KOCTe V136pOHHblX - V1HTenneKTyonos V1 V1HAV1BV1AY-

onvicTOB, npe31-1pot0LL1V1X TOTOnbHb1il1 MOpKeTVIHr, Moccosoe noTpe6neHvie 111 synb-

ropHyt0 pocKOWb « HOBblX AeHer ». 0TCIOAO npvisep>KeHHOCTb K CKpblTblM KOAOM,

nypV13MY V1 OCKeTV13My .

Po3yMeeTC7l, 3TO TOnbKO virpo : cTporoe vi npocToe HO Aene OK03blBOIOTC7l V130Ll..l-

peHHblMV1 KOHCTPYKTOMVI, 0 OCKeTV13M CTOVIT 6onbWV1X AeHer. nceBAOHV1rV1nV13M V1 npvi-

sep>KeHHOCTb vicKyccrneHHOMY Mvipy, TLl..IOTenbHO oprOHV130BOHHOMY 111 o6eperaeMoMy

OT YY>KVIX, AenotOT « HOHO » OCHOBHblMVI noKnOHHV1KOMV1 « KOHL1enT I HOH - KOHL1enT-art ' o ».

6 VIHTepBb lO c n. X apHAeHOM II M o HvlTOp , N 20 , 20 03 . c. 41-45.

 5 . HAPPA TV1BHbl~ KOK OH KAK CEMV10TV1LJECKA51 MOD,Enb 71

CeM1-1on14eCK051 MOAenb «KOHuenT-art»

«lepoilt » «CB060AHblilt 1-!HTenneKTyan»

1-!pOHl-151
CMb1cnosb1e MapKepb1 pOL\1-!0HOnbHOCTb
OCKeTl-13M

Mern¢opa na6opmop1-151
IJ.J
:s:
I
<(
TeMa c::
u
0
c
«6oreMHblH art» He MeHee KOHL1enTyaneH, He:>1<em1 «KOHL1enT-art» I HO B HeM HeT
:>1<ecTKOC1 paL11110HanbHocn1 111 cTpacT111 K «111rpe B 6111cep ». «5oreMHblC1 apn» 3CTeT111-

I
3111pyeT 111cTop11110, «npeAOHV15l cTap111Hb1 », KpacoTy «yxoA5lW,eC1 HaTypb1 », KY nb T111B111py 5l
co3epL1aTenbHO-paccna6neHHOe nepe:>1<111BaH111e, B KOTopoM HeT AV1CL1111nn111Hb1 111 3Hep-
rn111 «KOHL1enT-art'a »: He4TO 6e3MepHo L1eHHoe yTpa4eHo, ocTan111cb TOnbKO oT6necK111

«6b1noro Ben111Konen1115l » I OCTOnC5l BKyc, HO HeT y:>1<e BenV14V15l 111 6necKa, OAHV1 BOC-
nOMV1HOHV15l ... 5eAHOCTb He CKpb1BOeTC5l - OHO AeMOHCTp111pyeTC5l, npV13HOeTC5l KOK
....c
yTpaTa 111 3CTeT1113111pyeTC5l. IJ.J
::r
I
0TCIOAO TporaTenbH05l CMeCb MenOApOMbl 111 XOnOAHOC1 XpOHV1KV1. np111MeTbl «6bl- 0
"'
noro BenV14V15l » TOnbKO HOnOMV1HOIOT 06 «yH111:>KeHV15lX 4eCTHOC1 6eAHOCTV1 » I OTCIO-

AO nblWHble AeKOPOL..1111111, KnOCCV14eCKV1e <t>opMbl, npOV13BeAeHV15l V1CKYCCTBO HO <t>oHe

o6BeTwanocrn, 3a6poweHHOCTV1 111 o6wapnaHHOCrn ... Ow,yw,eH111e YTPOTbl np111Aa- I
0
eT «6oreMHOMY art'y » OC06oe 040pOBOHV1e, nOATBep:>KA05l 30Me40HV1e 5 . l poC1CO "'
0
"'
•:S:
0 TOM , 4TO :>K e pTBO L1 e HHOCTblO BCe rAO OK0 3 blBOeT C5l B0 3 HarpO :>t<A eHa, 111 aypa no- :ZS
I

KV1AOeT cerOAH5l KOK pa3 Toro, KTO HOCTOV1BOeT HO HeC1, 111 nocew,aeT Toro, KTO OT
"'
:s:
....
g:
c...
<(
Hee OTpeKOeTC5l. I

HecMoTp5l HO TPOAV1LIV10HHYIO CB5l3b 6oreMHocrn c 6eAHOCTblO 111 pacnaAOM, «60-

reMHb1C1 art » MO:>KeT 111MeTb BnonHe 6naronony4Hb1e Bonnow,eHV15l. Co6cTBeHHO 6eA-
HOCTb 111 pacnOA 3AeCb ycnoBHbl, OHV1 He CTOnbKO rOBOp5lT 0 ce6e, CKOnbKO HOnOMV1-
g:
>
HOIOT 06 yTpaTe. « 5oreMHblC1 art» np111BneKaeT pecneKTa6enbHb1e, HO Bne40Tn111Tenb- <(

Hb1e HaTypb1, CKnoHHble K APOMOTV130LIV1V1. LJ,eneBy10 rpynny «6oreMHoro art'a » 0Tn111-

4aeT npe:>t<Ae Bcero nOA4epKHYT05l np111Bep:>1<eHHOCTb «Be4HblM L1eHHOCT5lM », conpoBo-
>KAOeMa5l CTpOCTblO o6CTOBn5lTb VIX AeKoparnBHO 111 KpOC04HO. ,D,ononH5llOT nopTpeT
I
•:S:
nonb30BOTen5l «6oreMHoro art 'a » xapaKTep111cT111K111 noTpe6111TenbCKOC1 rpynnb1 «6060 » <(

"'Q
:s:
(oT «6oreMHb1e 6yp:>1<ya ») - cBoero poAa anbTepHOTV1Bbl «HOHO».
72 ,D,Vl3A ll1H-KO,D, HAPPATV1BHOIO KO KOH A

« 5060 » COBMell.\OIOT B ce6e pOU,V10HOnV13M >KV1TeneC1 Meronon111co co CB060AHblM

AYXOM « AeTeill npV1pOAbl » , OTCIOAO V1HTepec K 3THV1Ke, 3K30TV1YeCKV1M KynbTypoM V1

nyTewecTBV15lM . Po3yMeeTC.5l, « nepB03AOHH0.5l np111pOAO » , KOK V1 « 6oreMH0.5l >KV13Hb » ,

An.5l « 6060 » BCero nV1Wb KynbTYPHble MV1cPbl, n03BOn.5llOLL\V1e V1M C03AOBOTb o6po3

>KV13HV1, B KoTopoM 6yp>1<yo3Hb1C1 KoM¢opT, nt060Bb K YV1CTOMY 111cKyccrny 111 3rnYeCKV1e

np111Hu,1t1nb1 « rpO>KAOH MV1po » rapMOHV1YHO AOnonH.5ltOT Apyr Apyro. V1HAV1B1t1Ayon1113 M ,

cTpeMneH111e OTCTpOV1TbC.5l OT CTOHAoprn3111poBOHHoC1, rno6on1113111poBOHHOC1 peonb-

HOCTV1 pOAHV1T 111x c « HOHO » . Ho ecn111 « HOHO » npeTeHAYIOT HO yTOHYeHH~C1 V1HTen-

neKTyonV13M, TO « 6060 » B03BOA.5lT B KynbT V13blCKOHHYIO YYBCTBeHHOCTb (B . fperyop).

CeM1-1on14eCK0.51 MOAenb « 6oreMHbl~ art »

«f epo~ » « Ae K OAeHT C TBYIOll.\"1 ~ 3 CTeT»

:>K "1BOn"1 CHOCTb

CMb1 c nosb1e M OpKepb1 6naropOACTBO
A eK OHCTPY Kl...ll-1.51

Mern¢opa OT e nbe xyAO >K H"1KO

TeM a

«rn3M-a rt» - 3TO Bop111ou,1115l Ho Te My rnoMypo . Knocc111YecK111C1 rnoMyp, 111cTOK V1 K OTopo -

ro 06bJYHO ycMOTpV1BOIOT B «30nOTOM BeKe » f onnV1BYAO, 30 AeC.5lTV1neTV15l npeTepnen

MHoro MeT0Mop¢03 111 K HOYony XXI BeKo HOCTOnbKO nOV13HOCV1nC.5l, YTO eMy HV1Yero

He OCTOBonocb, K OK CTOTb oCTpoyMHOC1 V1 3noC1 nopoA1t1eC1 HO coMoro ce65l. CeroAH.5l

« rn3M-ort » - 3TO Ae M OHCTpou,V15l coM0111poHV1V1 111 pocKpenoll.\eHHOCTV1 . B oTnV1YV1e OT

KnOCCV1YeCKOro rnoMypo, «rn3M-ort» AOn>KeH 6b1Tb He KpOCV1BblM V1 6e3ynpeYHblM, 0 3cP-

¢eKTHbl M V1 npOBOKOTV1BHbl M .

BnpoYeM, « rn3M-o r t» He OTK03blBOeTC.5l OT rn.5lHU,O 111 OTKpoBeHHOlll pocKOWV1.

,0.n5l Hero Bee TOK >Ke OCTOIOTC.5l xopO K TepHblMV1 ynpOLL\eHHOCTb BOCnpV15lTV15l, MV1-

¢onorV130U,V15l peonbHOcrn, cep111onbHOCTb, CTOHAOPTV13V1pOBOHHOCTb . V1poHV131t1py.5i

HOA « nOKV1pOBOHHblM » rnoMypoM, « rn3M - ort » He MO>KeT npeOAOneTb CBOIO CTpOCTb

K w111Ky 111 noToMy nocT0.5lHHO BnOAOeT B no¢oc . He cnyYoC1Ho B coBpe M eHHbJX M e-

AV10 rno M yp H03blBOtOT « Tt0H1t1HroM peonbHOCTV1 ». A Boo6LL\e cnoBo rnoMyp nepe-

BOAV1TC.5l KOK « OYOpOBOHV1e » : B CTOpOM OHrnV1C1CKO M rnoMyp 03HOYOn Te YYBCTBO ,

KOTOpb1e 111cnb1Tb1Bon111 nt0AV1, cnywo.5l n033V1tO HO nOTblHV1, np111 3TOM He 3H0.5l no-

TV1HCKoro 5l3b1KO.
 5 . HAPPATV1BHblill KOKOH KAK CEMV10TV1YECKA51 MO,D,Enb 73

LJ,eneB051 rpynna «rn3M-art'a » - 06w1-1pHO, nOCKOnbKY B HeM KO>K,D,blC1 HOXO,D,V1T

e
TO, 4TO 1-1~eT: «l-1Ml-1TOTOp » - BHeWHl-1e 3<j><j>eKTbl, 3KCnep1-1MeHTOTOp - 6e3y,o,ep>t<- ~
LD

HOCTb 1-1 Hanop, «H0pl...(1-1CC » - 6oraTblC1 Bb16op COCTOBn5llO~l-1X « 51 ». «in3M-art», KOK ±.

•:S:
<(

1-1 n106a51 ,o,pyra51 sepcl-151, cno>KHeC1 1-1 1-1HTepecHeC1, 4eM Mo>KeT noK030TbC51 HO nep- "'
:s:
c:(

Bb1C1 B3rn51,D,, 1-1 ,o,aeT ,D,l-130C1Hepy orpoMHble B03MO>KHOCrn ,D,n51 C03,D,OHl-151 3¢¢eKTHO-

ro, cospeMeHHoro o6pa3a.

CeM1-1on1YeCK07I MOAenb «rn3M -art» UJ

:s:
I
<(
c::;
« r epoil1 » « HOBblil1 A8HA"1 » u
0
c

A8MOHCTpOH1BHOCTb
CMb1cnosb1e MapKepb1 ABYCMb1cneHHOCTb
"1CT8p"14HOCTb

Mern¢opa

TeMa
woy

"1M"1TOL\"171
I
«Tp3w-apT» - cnoso <<Tp3w » nepeso,o,1-1TC5I KOK «Mycop », ecTb y Hero 1-1 ,o,pyroe 3H04e- I-
C
UJ
H1-1e - «6enb1e o6opBOHL(bl ». B onpe,o,eneHl-11-1 Tp3wa KOK HanpasneHl-151 B cospeMeHHOM ::r
I
0
1-1cKyccTBe yKa3blBOeTC51 Ha ero ,o,eKnapaT1-1BHy10 BTop1-14HOCTb 1-1 Hapo41-1Ty10 synbrap-
"'
HOCTb, o65130TenbHOe 1-1cnonb30BOHl-1e 6onbWOro KOnl-14eCTBO WTOMnOB 1-1 30TOCKOHHblX
1-1,o,eC1. Co speMeH Bb1xo,o,a nepBblX ¢1-1nbMOB cTy ,0,1-11-1 « TpoMa » B Tp3we Bl-1,D,51T ¢op My
I
COL(l-10nbHOC1 Kp1-1Tl-1Kl-1, 3CTeTl-14eCKl-1C1 6yHT npOTl-1B nOK1-1pOBOHHOro, cna~aBoro rnaMy- 0

pa. Tp3w 1-1Hor ,o,a nyTOIOT c Kl-1T4eM, HO 3TO pa3Hb1e 51BneHl-151: Kl-1T4 Bb1,o,aeT ce651 30
"'
0
"'
•:S:
Jj
l-1CKyccrno, a Tp3W Hl-14eM He npe,D,CTOBn51eTC51, a n106yeTC5I COM co6010 . I
"'
:s:
I-
Y o6pa3a <<Tp3w-art» MoryT 6b1Tb sap1-1al...(1-11-1: «OTB513HblC1 Tp3w-art», «pa¢1-1Hvipo-
~<(
I
BOHHb1C1 Tp3w - art» I «3p30L( Tp3w-art».

nocne,D,HV1C1 I Hanp1-1Mep I B351T HO BOopy>t<eH1-1e chavisto - COKpa~eH1-1e

OT chavisticracy, rn6p1-1,o,a 1-13 chav 1-1 aristocracy. «Yasb1 » - 3TO «npo-
CTble » napH1-1 c 0Kpa1-1H, noceT1-1Ten1-1 ¢acT-¢y,o,os 1-1 ,o,eweBblX l-1HTepHeT-
Ka¢e. A chavisto - Mono,o,b1e n10,o,1-1 1-13 6oraTb1x, pecneKTa6enbHblX ceMeC1.
By nbrapHb1C1, Bbl3b1sa10~e-cKaH,o,anbHb1C1, Hapo41-1To 6e3BKYCHblC1 o6pa3, Ko-
TOpb1C1 OHl-1 301-1MCTBYIOT y «40BOB » CTOn peOKL(l-1eC1 HO ,D,OCTynHOCTb, pac-
I
rnpa>t<1-1pOBOHHOCTb luxury . 06pa3 chavisto - 3TO 3CTeTcKoe rnyMneH1-1e •:S:
<(

HO,D, L(eHHOCT51Ml-1 1-1 np1-1Bbl4KOMl-1 CBOero Knacca, B OCHOBe KOTOporo Bee "'
:s:
c:(
74 .D,V13All1H-KO.D, HAPPA TV1BHOIO KOKOHA

TO >Ke >KenOHV1e OTeTpOV1Tbe71 OT «HOBblX ,o,eHer » e V1X nro60BblO K nOK03-

HOMY WV1KY, 3HOKOBblM sew,oM V1 rpoMKV1M neC16noM 7 .
BnpoYeM, 3,0,eeb He MeeTo no,o,po6HoMy OHOnV13Y po3HOBV1,o,HoeTeC1 «Tp3w-art'o »,

Heo6xo,D,V1MO TOnbKO OTMernTb enO>KHOeTb po60Tbl e 3TV1M o6p030M - OH He Tep-

nV1T HeTOYHOeTV1 . « lepoC1 », KOK npOBV1no, 3eTeT, noeKOnbKY TOnbKO 3pV1T8nb, yMe-

IOW,V1C1 MOKeV1MOnbHO ,D,V1eTOHL..1,V1pOBOTbe71 OT eo3epu,oeMoro, MO>KeT nonyYOTb y,o,o-

BOnbeTBV1e OT «Tp3w -o rt'o » .

8b16poHHblC1 B KOYeeTBe MeTO<j>Opbl «TOKeV1YHblC1 MeTV1Tenb » - ,D,OHb yso>t<eHV171 Knoe-

eV1KY Tp3W-KV1HeMOTOrpo<t>o nnoC1,o,y Koy<j>MOHY - e03,D,OTenlO O,D,HOV1MeHHOro <j>Vlm-

MO, KOTOpbtC1, KOK 6brno eK030HO B O,D,HOC1 peKnOMe, 71Bn71eTe71 «O,D,HV1M V13 eOMblX

npV1KOnbHblX, KpOBOBblX V1 nonV1TV1YeeKV1 HeKoppeKTHblX y>t<oeos seex speMeH ».

CeM1-1on1YeCK07! MO.Qenb «Tp3w-art »

« lepo~ » « rp7!3Hbl~ 3CTeT »

r nyMnHBOCTb
CMb1cnosb1e MapKepbt 6e3BKYCl-11..\0
KYnbTYPHbl~ 3KCTpHM

Mern<j>opa TOKCHYH~~ MCTHTenb

Te M a y6o >K eCTBO

«PeTpo-apT» - HOXO,D,KO ,o,n71 yeTOBWV1X OT KOHL.J,enTO. 3To o6po3-eK03KO, enoeo6-

HblC1 sepHyTb B Te speMeHo, «Kor,o,o ,o,epeBb71 6brnV1 6onbWV1MV1 » . OH npoeT, noeKonb-

KY seeb noeTpoeH HO oHonorax, V1 eno>KeH, V16o Tpe6yeT 6e3ynpeYHoro V1cnonHeHV171.

B HeM see V1,o,eonbHO V1 V1,o,eonV13V1posoHo, npV1 3TOM «peTpo-ort» sosee He 6oHo-

neH - OH HOnOMV1HOeT, HO He KOnV1pyeT o6po3u,br npownoro, snonHe orneY071 seeM

Tpe60BOHV171M eerO,D,H71WHero ,D,H71.

« PeTpo-ort» B pOBHOC1 eTeneHV1 opV1eHTV1pOBOH KOK HO «npoeToro» I TOK V1 HO «eno:>K-

HOrO » noTpe6V1Ten71. « npoeToro » OH npV1BneKOeT nOH71THOeTblO V1 6e3ynpeYHOeTblO,

«enO>KHOrO » - enoeo6HoeTblO K MeTOMop<j>030M V1 6onbWV1M KOnV1YeeTBOM KOHHO-

TOL.J,V1C1 . Ho rnoBH071 npV1YV1HO npV1sneKoTenbHOeTV1 «peTpo - ort ' o » - B ero 6e3yenos-

HOM n03V1TV1Be: «peTpo-ort» KOM<j>OpTeH V1 e6onoHeV1pOBOH, rno3 HO HeM OT,D,blXOeT,

HO He eKyYoeT .

7 CM .: A HHO Ka p a6a w. n p"1H\..lbl 6eH30KO!lOHK"1 II Ha rpers Ba zaar , MOpT, 20 0 6, c. 198 .

 5. HAPPA TV1BHblill KOK OH KAK CEMV10TV1YECKA71 MOD,EJlb 75

e:s:
"-
"'
±
«nocneAHl-1f1 pOMOHTl-1K » •:S:
<{

"'
:s:
er
nocK
CMb1cnosb1e MOpKepb1 1-1nmo31-11-1
TPOAl-1L\l-171

w
Merncj>opa :s:
I
<{
c
TeMa peMl-1KC u
0
c

PaeeM0TpeHHb1e BepeV1V1 o6pa3a « art » MoryT V1enonb30BOTbe51 B pa3nV14HblX KOM6V1-

HOL.J,V151X, HanpV1Mep, Bee 6onbweilt nony n51pHoeTblO nonb3YIOTe51 rn6pV1AHb1e o6pa3bl

« 6oreMHblilt Tp3w - art», « rn3M/KOHL.J,enT - art», HO TpeHAOM, noxo>t<e, eTOHOBV1Te51 «pe-

Tpo/ HOH-KOHL.J,em art» .

BepeV1V1 o6pa3a « art» AOIOT AOnonHV1TenbHb1e rpaHV1L.J,bl V1 HaCTpoeHV1e KpearnBy,

n03BOn5llOT eKoppeKTV1pOBOTb eBoe BV1AeHV1e e >KenOHV151MV1 30K034V1KO V1 onTV1MV13V1-

I
pOBOTb Bb16op V1HeTpyMeHTOB . 3To npoTOMOAenV1, KOTOpble MO>KHO V1enonb30B0Tb

KOK roTOBble ¢opMbl, 4TO n03BOnV1T onepOTV1BHO npoBeeTV1 Bbl60pKy eeMV10TV14eeKV1X

peeypeoB V1 OnTV1MV13V1pOBOTb KpearnB. noH51THO, 4TO MeTOcPOpO V1 TeMO 6yAyT V1Hbl-

MV1, HO An51 V1X noV1eKoB y>t<e eeTb opV1eHTV1p. KoHeYHO, npoTOMOAenV1 orpOHV14V1BOIOT

Bb16op, HO B n1060M enyYae OH orpOHV14eH MOAOilt, V1 e 3TV1M npV1AeTe51 eYV1TOTbe51 .

I
0
KpoMe Toro, npoTOMOAenV1 B 3H04V1TenbHOilt eTeneHV1 ynpo~OIOT nOHV1MOHV1e AV130ilt-
0""
HepoM >KenaHV1ilt 30K034 V1KO. Bo BpeM51 pa60Tb1 HOA o6pa3oM AV130iltHepy oYeHb BO>K- ""
•:S:
:a
I
HO 3HOTb, YTO MO>KeT noHpOBV1Tbe51 30K034V1KY, HO npV1 3TOM OH He AOn>KeH V1enonb- "'~
30BOTb 6nV13KV1e aHanorn . HanpV1Mep, eenV1 pa6oTa V1AeT HOA YOeTHblM V1HTepbepoM, ~
<{
I
Henb351 nOK03blBOTb 30K034V1KY ¢oTorpa¢V1V1 V1HTepbepoB KBOpTV1p I Bbl5leH5151, KOKOilt V13

HV1X 6onbwe HpOBV1Te51. 3To MO>KeT npV1BeeTV1 K TOMY, YTO 30K034V1K « npV1B5l>KeTe51 »

K KOHKpeTHOilt KOprnHKe V1 eTOHeT HOB513blBOTb AV130iltHepy y>t<e roTOBblilt o6pa3. ,LJ,n51

peweHV151 npo6neMbl nyywe Bbl5leHV1Tb, K KOKOMY 06pa3y T5lroTeeT 30K034V1K, a 3TO

B03MO)l(H0 noepeAeTBOM o6pa~eHV151 K npV1MepaM V13 nV1TepaTypb1, KV1HeMOTOrpa¢a,

apxV1TeKTypb1, MY3blKV1 V1 T . A . Pa3yMeeTe51, OAH03H04Hblilt OTBeT 3Aeeb To>t<e He Beer-

AO MO>KHO nonyYV1Tb; TOK , eenV1 30K034V1KY 6nV13KO 3eTeTV1KO CD. CDennV1HV1, TO 3TO
I
MO>KeT 0Teb1naTb V1 K « rn3M-art'y » , V1 K «Tp3w-art ' y » , V1 K « peTpo-art'y ». Ho Bee pas- •:S:
<{

HO - 3Aeeb y>t<e B03HV1KOeT KOK051-TO 5leHOeTb V1 HY>KHbl TOnbKO YT04HeHV151 . noH51Tb "'
:s:
er
76 JJ,V13A~H- K OJJ, HAPPA TV1BHOIO KOKOHA

cKpblTble np1t1cTpacn-u1 30K03YV1KO K KOK0My-n11160 06pa3y noMoraeT « repoi/1 » , o,o,-

HOKO 3,D,eCb BO>KHO noMHV1Tb, YTO « repoi/1 » - 3TO He COM 30K03YV1K, a ero n03V1LJ,V10-

HV1pOBOHV1e. TaK, BHewHe 30K03YV1K Mo>KeT npe,o,cTaBn71TbOI o6pa3LJ,OBblM « nocne,o,-

HV1M poMOHTV1KOM » , a s ,o,ywe cTpeMV1TbC71 6b1Tb « rp7!3HblM 3CTeToM ».

Bcer,o,a Ha,o,o noMHV1Tb, YTO npoTOMo,o,enb - 3TO scero n111wb npoTOMo,o,enb. C Hei/1

MO>KHO 111 HY>KHO pa6oTOTb, HO KpeaTV1B He OTMeH5ieTC71. Bee pasHo Heo6xo,o,111Mo

pa3pa6aTblBOTb csoio ceM1t10T1t1YecKyio Mo,o,enb, V1HOYe o6pa3 He 71BV1TC71. V1 ew.e,

npOTOMO,o,enb - 3TO B nepsyio OYepe,o,b HOCTpOeH1t1e, V1 BO BTopyio - V1HCTpyMeHTbl.

,lJ,a, « 6oreMHb1il1 art » nio61t1T 06seTwanb1e nosepxHOCTV1, HO 3TO He 3HOYV1T, YTO, pa-

6oTa71 B « 6oreMHOM art'e » , o67130TenbHO Ha,o,o YTO-TO «cocTap1t1Tb » . Co6nio,o,a51 no-

cne,o,osaTenbHOCTb npou,e,o,yp ceMV10TV1YeCKoro MO,D,en111poBOHV15!, V1,D,TV1 H0,0,0 OT KO-

AOB: KoHu,em, MeTa<j>opa 111 TeMa no,o,cKa>KyT Heo6xo,o,1t1Mb1e 1t1HcTpyMeHTb1 . OT,o,en1t1Tb

V1HCTpyMeHTbl OT « HOnV1nWV1X » HO HV1X 3HOYeHV1il1 - 3HOYV1T cyMeTb V1CnOnb30BOTb V1X

no-HosoMy, se,o,b KOn1t1YecTBo V1HCTpyMeHTOB orpaH1t1YeHo, a cnoco6b1 111x 111cnonb-

30BOHV171 - 6eCYV1CneHHbl. 3To OYeHb Henpo¢ecCV10HOnbHO - V1,D,TV1 OT V1HCTpyMeHTOB

K 06pa3y, snpoYeM, 06 3TOM y>Ke 6b1no MHoro pa3 CK030HO.

V1 nocne,o,Hee, He cne,o,yeT CTpeMV1TbC51 K YV1CTOTe C03,D,OBOeMoro MO,D,HOro o6-

pa30 - 3To Mano1t1HTepecHo. Ha,o,o npe,o,no>KV1Tb csoio sepc11110, a He yYeH1t1YecKoe

KOnV1pOBOHV1e « o6pa3LJ,O ». ,lJ,1113ail1H - He KOnV1pOBOHV1e V1 He BocnpOV13Be,D,eHV1e, a 3HO-

YV1T, npoToMo,o,enb cne,o,yeT socnp1t1HV1MOTb KOK c111cTeMOTV131t1posaHHb1il1 ceM1t10T1t1Ye-

CK1t1il1 pecypc, He 6onee Toro.

 B
:s:
Cl.
LO
±.
•:S:
<(

6. HAPPATV1BHblll1 KOKOH KAK ,D,V1CKYPCV1BHA51 MO,D,Enb "'

:s:
Q

6 .1. METO,LJ,OJlGrV151 KOHTEKCTYAJ1V13AL.J,V1V1

CEMV10TV1YECKOll1 MO,LJ,EJ1V1
LJ.J
:s:
6 . 2. KPEATV1BHblE TEXHOJlOIV1V1 HAnPABJlEHHOl/1 :r:
<(
c::::
KOHTEKCTYAJlV13AL.J,V1V1 u
0
c

6.3. JlEIEH,LJ,A: PEKOHCTPYKL.J,V1V1

6 .1. METOJJ,OflOrV151 KOHTEKCTYAJlV13AUVIV1 CEMVIOTVIYECKO~ MOJJ,EJlVI

B A"130il1HepeKoil1 npoKrnKe po3po6oTKO 30Mb1eno 1-1 ero 1-1enonHeH1-1e po3HeeeHbl BO

I
speMeH1-1 1-1 npeAeT0Bn5l10T01 ABYM51 noeneAOBOTenbHblMl-1 3TOnOM"1, HO B peonbHOeTl-1
I-
C
KpeoT1-1Bo 0H1-1 e1-1HxpoHHb1. B npoweeee npOAYMblBOHl-151, e1-1eTeMorn3ow1-11-1 1-1 o<)>opMne- :1
:r:
0
Hl-151 30Mbleno HOY"1HOeT «npo1-1rpb1BOTbe51 » B03MO>KHOe 1-1enonHeH1-1e, KOTopoe B eBOIO >£

OYepeAb OK03blBOeT OKT"1BHOe Bn"151H"1e HO 30Mbleen. nonyYOeTe51, YTO «XBOeT B"1-

n51eT eo6oKoC1 », Kor AO «xsoeTo » ew,e HeT . 06 3TOC1 oeo6eHHOeT1-1 A"130C1HepeKoro
:r:
MblWneHl-151 «e KOHWO » poHee y>Ke 6b1no eK030HO, eeC1Yoe HOeTono BpeM51 nOH51Tb, 0
>£
0
KOK po60TOTb e 3TOll1 rnTyow1-1ei11 . >£
•:S:
:JS
Ho eHoYono o TOM, noYeMy OHO soo6w,e B03H"1KOeT, noYeMy A"130C1Hepy Heo6xo- :r:
co
~
A"1MO onepe>KO!Oll..fee B"1AeH1-1e? Bee Aeno B eno>KHoern AOeT1-1>1<eH1-15I wen1-1 A"130C1Ha: ;'£_
Cl.
<(
YT06b1 npo1-13seeT1-1 sneYaTneH1-1e, o6pa3, 30Kn10YeHHb1C1 B A"130C1H-06beKTe, AOn>KeH :r:

6b1Tb OAHOBpeMeHHO 1-1 eMb1enosb1M o6pa30BOH1-1eM, 1-1 «1-1eKyeerneHHOC1 <)>opMoC1 », no-

3son51iow,eil1 nonb30BOTenlO He npoeTO «npOY"1TOTb » 3TO eoAep>KOH"1e, HO "1 noyYa-
eTBOBOTb B ero «eoY1-1HeH1-11-1 ». TonbKO B 3TOM enyyae o6pa3 6yAeT He npoeTo soe-
np1-1H5IT, a nepe>1<1-1T . Bee 3TO npo1-1eXOA"1T B none KOMMyH1-1Kaw1-11-1, no3TOMY Al-130111-
Hepy Heo6XOA"1MO 30nO>K"1Tb B o6pa3 nporpOMMY eOMOHOCTpoillKl-1, eaMOOAOnTOWl-1"1
"1 eOMOTpOHe<)>opMOWl-11-1. V1HaYe rOBOp51, A"130il1H-npoAyKT AOn>KeH e03AOBOTbe51 KOK
«eOMOHOBOA51W,051e51 poKeTO ». noH51T"1e HOppOT"1BHOrO KOK OHO nOMOraeT OTeneA"1Tb :r:
•:S:
<(
npoweee e03AOH"151 TOKOro A"130C1H-npoAyKTO "1 n03BOn51eT Mb1en1-1Tb KOMMYH"1KOT"1B- "'
:s:
Q
HO TOrAO, KOrAO peonbHOC1 KOMMYHl-1KOW"1"1 ew,e HeT .
78 ,JJ.V13All1H-KO,JJ. HAPPA TV1BHOIO KOKOH A

Pe3ynbTOT 6yAyL1..1eill KOMMYHV1KOL...lV1V1 npeABOCXV1Ll..IOeTc>i y">Ke s ceM1-1ornYecKoill

MOAen1-1, HO TOnbKO OTYOCTV1. MoAenb no onpeAeneH1-1t0 eCTb HeYTO CTOTV1YHoe, HO,

YT06b1 C03AOTb 3¢¢eKTV1BHb1ill o6po3, Heo6xoAV1MO BV1AeTb ee s AV1HOMV1Ke. UenbtO

ceMV10TV1YecKoro MOAen1-1posOHV1>i >isn>ieTc>i He 3osepweHHO>i CMb1cnoso>i CTPYKTY-

po KOK YTO-TO roTOBOe K « ynoTpe6neHV1IO » , 0 C03AOHV1e ycnOBV1ill, KOTOpb1e n03BO-

nV1nV1 6bl nonb30BOTenlO BKnlOYV1TbC5l B ycTOHOBneHV1e CMblCno c npeACK03yeMblMV1,

HO He rapOHTV1pOBOHHblMV1 pe3y nb TOTOMV1.

CKonb HV1 6b1no 6b1 npoAyMoHo 1-1 onoYeHo ceM1-10T1-1YecKo>i MOAenb, ee ">KV13Hb

B KOMMYHV1KOTV1BHOM npocTpOHCTBe 6yAeT p03BV1BOTbC5l no CBOV1M TpOeKTopV15lM.

npeAyCMOTpeTb 3TV1 TpOeKTOpV1V1 nOMOraeT onpeAeneHHO>l npopo60TKO CeMV10H1-

YeCKOill MOAen1-1 nocpeACTBOM npoKTV1K KOHTeKcTyam13au,HH . B pe3ynbTOTe nonyYo-

eTc>i He npOCTO ceMV10TV1YeCK05l, 0 ceMHOTH"l e CKO SI AHCKy p cH BHO SI MOAeJlb - CMblC-

noB05l KOHCTPYKL...lV15l, OTKP~To>i An>i nocTo>iHHoro nepeo3HOYV1BOHV1>i V1 TeM coM~M

noAroTosneHHO>i An>i BKnt0YeH1-1>i s npowecc KOMMYHV1KOL...lV1V1 . Ecn1-1 ceMV10TV1YecKo>i

MOAenb onpeAen>ieT COAep">KOHV1e, KOTOpoe AOn">KeH « BblpO">KOTb » AV130il1HepCKV1ill

o6po3, TO s AV1CKypc1-1sHoill MOAen1-1 o6po3 npeAcToeT « V1cKyccrneHHOill ¢opMoill » ,

CMb1cnosoill « poMKOill » , KOOpA1t1H1-1pyt0L1..1eill noHV1MOHV1e COAep">KOHV1>i .

MeTOAOnornYecKoill 6030111 An>i po3po6oTKV1 AV1CKyprnsHoill MOAen1-1 cny">K1-1T co-

w1-1onbHO>i ceMV10TV1KO HeonparMOTV1CTCKOill HOnposneHHOCTV1, B KOTOpoill KOHTeKCTy-

OnV130l...lV15l pOCCMOTpV1BOeTC5l KOK ceMV10TV1YeCKV1e npOKTV1KV1 HOj:/ef7eHU51 3HOYeHV1eM.

V1HcTpyMeHTOnbHOCTb HeonporMOTV1CTCKOill MeTOAOnor1-11-1 B ceMV10TV1Ke CB5l30HO KOK

po3 c TOKV1M CMeL1..1eHV1eM BHV1MOHV15l co CTOTV1YHOro « 3HOKO » HO AV1HOMV1YeCKV1ill npo-

wecc « 03HOYV1BOHV15l ».

np0KTV1KV1 KOHTeKCTyOnV130l...lV1V1 Tpe6yt0T V1 OHOnV1TV1YeCKOill, V1 KpeOrnBHOill OKTV1BHOCTV1:

KOHTeKCTbl BBOA5lTC5l OTYOCrn npeAyMblWneHHO - coo6po3HO KOHwemy I OTYOCTV1 onyo-

TV1BHO - KOK 6b1 «OTKnV1KO>iCb » HO npo1-1cxoA>iL1..1ee. Boo6L1..1e An>i KOMMYHV1KOrnBHblX npoK-

TV1K xopoKTepHo TOKoe eAV1HCTBO «CV1TYOL...lV10HHOill pow1-10HonbHOCTV1 » V1 «CV1TYOL...lV10HHOill

1
yMeCTHOCTV1» .CooTBeTCTBeHHO, npOKTV1KV1 KOHTeKcTyonV130l...lV1V1 cneAyeT poCCMOTpV1BOTb,

c OAHOill cTopoHbl, KOK pyT1t1HV131t1posoHHb1e, opraHV130BOHHble cnoco6b1 AeillcTBV1>i, c APY-

roill - KOK ¢opMbl npo>isneHV15l CV1TYOL...lV10HHOill KpeornBHOill norV1KV1 co BCeMV1 npV1CYLl..IV1MV1

eill nopOAOKCOnbHblMV1 xopoKTepV1CTV1KOMV1 . ,D.n>i COL...lV10nbHOill CeMV10TV1KV1 3HOK BHe CV1-

CTeMbl He npeACTOBn>ieT V1HTepeco, ee BHV1MOHV1e c¢0Kyc1-1poBOHO He CTOnbKO HO ce-

CM. K03ap1-1 Hoso H. B. YKa3 . co4. C. 29.

 6 . HA PPA TV1BHblll1 KOK OH KAK DJ1CKYPCV10HHA 5l MOD,Enb 79

MY10rnYecKot71 CTPYKType, CKOnbKO HO ceM1-1on1YeCKOM crpyKrypHposaHHH 1-1 1 cooT-

seTCTBeHHO 1 HO CB51351X 3HOKO B CY1CTeMe . npoKTY1KY1 KOHTeKCTyOnY130WY1Y1 HOWeneHbl

e:s:
"-

HO C03AOHY1e TOKY1X CB513e'71 Y1 MoryT poCCMOTpY1BOTbC51 KOK cnoco6bl onpeAeneHHOJ71

"'
±
•:S:
<(
M
oprOHY130WY1Y1 Y1 npeACTosneHY151 CY1TYOWY1Y1 yYOCTHY1 K OM KOMMYHY1KOWY1Y1. B cow1-1onb- :s:
Cl:
H0'71 ceMY10TY1Ke 06b1YHO Bb1Aen51tOT TPY1 npoKTY1KY1 KOHTeKcTyonY130WY1Y1: CHHTOrMOTH-
2
'iecKyio, napaAHrMOTH'iecKyio Y1 HHA0KCH'iecKyio :

• CHHTOrMOTH'i0CKOSI - npeAnonaroeT pocCMOTpeHY1e Ae'71CTBY1'71 , co6blTY1'71,

s
I
<(
51BneHY1'71 B Y1X nocneAOBOTenbHOCTY1; c:
u
• napaAHrMOTH'iecKasi - npeACTOBn51eT Ae'71CTBY151, co6blTY151 1-1 51sneHY15! 0
c

s onb TepHOTY1Be, s conocTosneHY1Y1, s cposHeHY1Y1;

• HHA0KCH'i0CKOSI - CB5130HO c Bbl51BneHY1eM CY1TYOWY10HHO-conp51:>KeHHblX co-

I
6blTY1'71, C03AOIO~Y1X He npOCTO po3nY1YHble, 0 « p03HOB03MO:>KHble » Y1HTep-

npeTOWY1Y1 OAHoro Y1 Toro :>Ke 51BneHY151 .

,lJ,n51 C0 3 AOHY151 AY1 C KYP CY1BHOJ71 c eMY10H1YeCK0'71 MOAenY1 B AY130'71He Y1CnOnb3YIOTC51 see

TPY1 npoKTY1KY1 KOHTeKCTyOnY130WY1Y1 . npe:>KAe scero CY1HTOfMOTY1YeCK051, nOCKOnbKY

OHO HenocpeACTBeHHO conp51:>KeHO c HOppOTY1BOM - nocneAOBOTenbHblM, peTpocneK-

TY1BHblM noseCTBOBOHY1eM, B KOTOpOM HeKOTOp051 COBOKynHOCTb <j>OKTOB HOAen51eT-

C51 cToTycoM co6b1rn51 nocpeACTBOM npo51cHeHY151 1-1x 3HOYeHY151. 0AHOKO HecMoTp51

HO CBOY1 OYeBY1AHble AOCTOY1HCTBO I CY1HTOfMOTY1YeCK051 KOHTeKcTyonY130WY151 BOBCe He

o6nOAOeT 6e3ycnoBHblM np1-1op1-1TeTOM .

I
0
L.lenbtO AY130'71Hepo 51Bn51eTC51 He npOCTO nOHY1MOHY1e nonb30BOTeneM CM blCno, 30-
""0
KntOYeHHOro s o6po3e , o co6b1THe, peon1-13yeMoe so sneYOTneHY1Y1, KOTopoe B03HY1- ""
•:S:
::c
I
co
KoeT He B pe3ynbTOTe nocneAOBOTenbHOro npo51CHeHY151 3HOYeHY151, o, CKopee, B TOY- :s:
....
;1_
Ke po3pb1so nocneAOBOTenbHOCTY1 KOK OKT BHe3onHoro o3opeHY151 . TKOHb sneYoTne- "-
<(
I
HY151 npepblBHO, no3TOMY Y1 cnoco6 ero npOY13BeAeHY151 AOn:>KeH 6b1Tb nOAYY1HeH He-

n1-1Het71Hot71, AY1CKpeTHot71 nornKe. HoppoTY1BHb1'71 KOKOH AOeT B03MO :>K HOCTb npeACTO-

BY1Tb, K OK 3TO npo1-1cxoAY1T - KOK nocneAOBOTenbHOe, « Kon1-1YecrneHHOe » HOKPYYY1-

BOHY1e CMb1cnosot71 « HY1TY1 » BApyr nepexOAY1T s « KOYeCTBO » co6blTY151. Ecn1-1 HoppoT1-1sy

B TPOAY1WY10HHOM TOn K OBOHY1Y1 np1-1cy~o nY1He'71HOCTb , TO B HOppOTY1BHOM K OKOHe OHO

npeOAOnesoeTC51, YTO AenoeT 6onee BOCTpe6oBOHHbl M Y1 nopOAY1fMOTY1YeC K YIO Y1 oco-

6eHHO Y1HAe K CY1YeCKYIO npOKTY1KY1 KOHTeKCTyonY130WY1Y1.

I
•:S:
<(

"'Cl:
:s:

2 CM.: Ko3op'1Hoso H.B . YKo3. co4 . C. 126- 129 .

80 D,V13A~H - KOD. HAPPA TV1BHOIO KOKOHA

~HAeKCM4eCKO~ KOHTeKCTyonM30UM~ OTKp~BOeT ropM30HT~ gn~ nOCTO~HHOro

03H04MBOHM~ M nepeo3H04MBOHM~, B pe3ynbTOTe Yero nonb30BOTenb OK03blBOeTC~ BO-

sneYeH s ycToi:1YMBYIO, nMYHOCTHO opMeHTMposoHHYIO KOMMYHMKOUMIO. AKTyonM30UM~

MHAeKCM4eCKoro KOHTeKCTO cnoco6crnyeT ysenMYeHMIO pecypco MHTepnpeTOUMiil o6 -

p030, npegnaro~ YYOCTHMKOM KOMMYHMKOUMM CMTYOUMIO OKTMBHOCTM, CB060Abl Bb160-

po 3H04eHMC1 M, KOK cnegCTBMe, B03MO>KHOCTb CMblCnOBOC1 « COMOHOCTpOC1KM » B OT-

HOWeHMM Toro, 4TO MHTepnpeTMpyeTC~ .

~HTepnpeTOUM~ o6p030 AM30'71H - 06beKTO COCTOMT BOBCe He B ycTOHOBneHMM

« MCTMHHOrO » CMblCno, 30nO>KeHHOro B Hero AM30'71HepoM, 0 B CB060AHOM nepe-

Me~eHMM cpeAM MHO>KeCTBO coo6~0IO~MXC~ Me>KAY co6010 C M blCnOBblX CTpy K -

TYP M OKTMBHOM yYOCTMM s MX npoM3BOACTBe . Mo>t<HO CK030Tb, YTO MHAeKCMYe-

CKO~ KOHTeKCTyonM30UM~ genoeT nonb30BOTen~ coy 40CTHHKOM AM30'71Hepc K oro

npouecco. B nMTepoType P. 5opT H03b1son TOKYIO CMTYOUMIO « YTeHMeM » M c He iil

CB~3blBOn « yAOBOnbCTBMe OT TeKCTO » I KOTopoe BblpO>t<OeTC~ B >KenOHMM « COMOMY

3
ero HOnHCOTb H ,l40>Ke nepenHCOTb B 6 y KB0/7bHOM CMb/C/le C/7080» .

~AeM P. 5opTo o B03MO>KHOCTM npeogoneHM~ « wo6noHM3MposoHHblX AMCKyp -

cos », npMHYAMTenbHoro HOYono, 30KnlOYeHHoro B ~3b1Ke, MoryT 6b1Tb oYeHb none3 -

Hbl AM30'71Hepy. no MblCnM P. 5opTO, ~3blK HeB03MO>KHO M360BMTb OT HOpM M npeg-

nMCOHMC1, KOTOpblMM OH nponMTOH, HO ero MO>KHO « nepeXMTPMTb » , gn~ 3TOro HOAO

« nnyTOBOTb » c ~3blKO M , «gyp04MTb » ero. ~cnonb30BOHMe npoKTM K KOHTeKcTyonM30-

UMM, npe>t<ge BCero MHAeKCM4eCKOC1, n03BOn~eT AM30'71Hepy « 06MOHYTb » ceMMOTM-

YeCKYIO M ogenb c ee CTpeMneHMeM npegCTOBn~TbC~ MAeOnbHblM o6p03UOM, co-

xpoH~Tb >K eCTKMC1 CM blCnOBOC1 KOpKOC M AMKTOBOTb onpegeneHHble MHTepnpeTOUM M.

nonyYoeTC~, 4TO AM30'71Hep AOn>KeH CHOYOnO C03AOTb 30BepweHHylO, 6e3ynpe4HYIO

CMb1cnosy10 Mogenb M 30TeM CBOMMM >Ke pyKOMM po3pyw0Tb ee, po3MblBOTb rpoHM-

Ubl , BHOCMTb ge<!>eKTbl, 30TPYAH~IO~Me 6ygy~ee npoYTeHMe . KoK s CTopoM oHeK,o,orn

npo ce KpeT npMrOTOBneHM~ H OCTO~~ero KOBK03CKOro WOWnblKO : «B03bMMTe CBe>KylO

6opoHMHY, 3onei:1Te sogoi:1 M3 ropHoro poAHMKO, B36pb13HMTe yKcyco M , cgenoHHbl M

M3 BMHOrpogo, co6pOHHOro HO BOCT04HOC1 CTOpOHe BMHOrpOAHMKO (M T . n . ) I 0 30TeM

OTAOC1Te rOTOBMTb KpOCMBOC1 >KeH~MHe, M nyCTb OHO see MCnopTMT! »

CeMMOTMYecKo~ Mogenb <i>MKCMpyeTc~ s 6o3oBoM HoppoTMBe, KOTOpb1'71 cny>t<MT

OCHOBOC1 An~ npOKTMK K OHTeKCTyOnM30UMM . nepeBOA Ce M MOTM48CKOC1 M OgenM B KO-

3 5apT P. YAOBOnbCTB"1e OT TeKCTO I 5 apT P. vb6pa HH ble pa6oTbl: CeM"10T"1KO: n o3rnKO. c. 462-5 19.
 6 . HAPPA TV1BHblil1 KOK OH KAK ,D,V1CKYP010HHA5l MO,D,Enb 81

4eCTBO AVICKyp01BHO(;i conpoBO>KAOeTOl TpOHCBepcV1e(;i 6a30Boro Happarnsa B nereH-

AY - TO>Ke sep6anbHYIO KOHCTPYKU,VllO I HO co CBOVIMVI oco6eHHOCT.51MVI. nereHAO -

3TO sepCVl.51 6a3osoro Happarnsa, Ho sepCVl.51 06pa60TOHH05l, gononHeHH0.51 VI pa3-

sepHyTa.51 sosHe. B oTnV14Vle OT 6a3osoro Happarnsa, npegCTasn.51iow,ero co6o(;1 onV1-

COHV1e 51sn.51iow,eroc.51 o6pa3a gn.51 ce651, nereHga - 3TO nosecrnosaHV1e 06 o6pa3e

C yYeTOM BOCnpV151TVl.51 gpyrnx. nereHAO, B OTnVl4Vle OT CK03KV1 1 OCHOBOHO HO peanb- .&

HblX co6b1TV15IX, HO y:>Ke npVlyKpaweHHblX VI MV1¢onorV13V1posaHHblX. TaK VI c nereHgo(;i

B AVl3Q(;iHe - OHO npOBAVIBO, nOCKOnbKY OnVICblBOeT o6pa3, VI ¢aHTOCTV14HO, V160 OA-

s
I
<(
c;
HOBpeMeHHO «AOAYMblBOeT » ero. u
0
c::
TOK :>Ke, KOK 6a3osb1(;1 HappaTVIB COMVIM ¢aKTOM onVICOHVl.51 MeH5leT 5!Bn5l10W,V1(;1c.51

o6pa3, TOK VI nereHAO MeH5leT TO / 0 4eM nosecrnyeT. nereHAO OAHOBpeMeHHO VI 30-

I
sepwaeT o6pa3, VI «OTKpb1saeT » ero, gaeT eMy «BTopoe AblXOHVle », B03MO:>KHOCTb

npogon:>KVITb VICTOPVllO. BcnoMHVIM ornpasHyio T04KY Hawero HapparHBHoro no11xo-

AO K AVl30(;1Hy: «ucropuu cnyi-1010rc51 c reM/.1/ Kro yMeer ux paccK03btBOTb». B nereH-

ge AVl3Q(;iHep H04VIHOeT paCCK03b/BOTb, VI Targa AVl3Q(;iH-npogyKT MO:>KeT «cny4VITb-

C.51 » , noToMy 4TO s paccKa3e 4TO-TO H04VIHOeT «npoVICXOAVITb » , npV14eM He TOnbKO

I-
c npogyKTOM, HO VI c AVl3Q(;iHepoM . 5onee Toro, AVl3Q(;iH-npogyKT H04VIHOeT KOK 6bl C
=r
I
>KVITb csoe(;i >KV13Hbl0, nogo6Ho nVITepaTypHblM repo.51M s <j)VIKrnBHOM npocTpOHCTBe 0

xygo:>KeCTBeHHOro TeKCTO .
""
B nereHge OAHOspeMeHHO <j)V1KCV1pyt0TC5l npogyKTbl KOHTeKcTyanVl30U,VIVI VI co3ga-

10TC5l npoeKU,VIVI 6ygyw,V1x KOHTeKCTOB . KaK nio6o(;1 Happarns, nereHga VIMeeT reMy,

c10JKeT VI )l(OHp. T eMa (He nyTOTb c TeMo(;i ceMVIOrn4ecKo(;1 MogenVI) - OCHOBH0.51

VIAe.51; cio>KeT - co6b1rn(;1Hb1(;1 p.51A, pacKpb1sat0w,V1(;1 TeMy; :>KO Hp - HOpMarnsH0.51 ¢op-

MO V13nO:>KeHV151. nereHAO B HOWeM cny4ae - 3TO He :>KOHp, 0 YK030HVle HO cneu,Vl-

cPVIKY HappOTVIBO I KOTOpb1(;1 MO:>KeT 6b1Tb C03AOH c VICnOnb30BOHVleM CTVlnVICTVl4eCKVIX

oco6eHHOCTe(;1 pa3HblX :>KOHpos : «VICTOpV14ecKoro poMaHa » , «TparegV1V1 », «KOMeAVIVI »,

«TpVlnnepa » , «MeMyapos» , «npV1Knt04eH4eCKo(;1 nosecTVI » , «<PV1noco¢cKo r o TpOKTOTO »,

«MOHVl<j)ecTa » VI T.A. B AVl30(;iHepcKo(;1 nereHge K >KaHpOBblM oco6eHHOCT.51M MO>KHO

OTHOCVITbC.51 c 6onbwo(;1 cso6ogo(;1, OAHOKO >KenaTenbHO I 4T06bl :>KO Hp KOK «nVITepa-

TYPHOe npV1nVl4Vle » (C. AsepVIHu,es) 6b1n co6niogeH XOT.51 6b1 s CTpoe 513blKO: HanpVl-

Mep, 3nern4eCKVl(;i s «MeMyapHblX » nosecTBOBOHVl.51X, V1HTpV1ryt0w,V1(;1 s «npV1Knt04eH4e-

CKOM poMaHe » , 6eccTpacTHb1(;1 s «<j)V1noco¢cKoM TPOKTOTe » .

I
>:S
C TPYKTypHo nereHAO nosTOp.51eT 6a30Bb1(;1 Happarns VI BKnl040eT Vl3BeCTHble HOM <(

"'
:s
q
COCTOBn5llOW,Vle: « repoH » , KOHU,enT, CMblCJ10Bbl0 MOpKepbl , KJ1I0'-10BOSI MeTacf>opa , T0MO.
82 W13Ail1H-KOD. HAPPA TV1BHOIO KOKOH A

0AHOKO B nereHAe BO)f<Hbl He COCTOBJl5llO~Vle COMVI no ce6e, 0 cnoco6 VIX opraHVl-

30L.J,VIVI. ,D,pyrnMVI CflOBOMVI, nereHAO - 3TO npe)f<Ae scero VIHTpVlra, KOTOp05l C03AO-

eTC5l VI nOAAep)f<VIBOeTC5l TOKVIMVI npOAYKTOMVI KOHTeKCTYOflVl30L.J,VIVI, KOK «HCTOpHSI »,

HHCnHpau,HH VI MeTacpH3H~eCKHe peMHHHCU,eHU,HH:

• «HCTOPHSI » - co6blTVl5l, CB5l30HHble c C03AOHVleM AVl30(;1H-npOAYKTO;

• HHCnHpau,HH -TO, 4TO BAOXHOBVlflO, HOBeflO HO MblCflb;

• MeTacpH3H~eCKHe peMHHHCU,eHU,HH - OTCblflKVI K npeAeflbHblM,

MeTO¢Vl3Vl4eCKVIM cy~HOCT5lM .

«"1cTopHS1 » npeACTOBJl>1eT co6o(;1 yoo(;1YV1sy10 CMb1cnosy10 opyKTypy, 30KpenneH-

HYIO B nepcoHO)f<OX VI co6blTV15lX. V1oopV1YeCKV1(;1 CMblCfl o6po3o, sonno~eHHOro

B AVl30(;1H-npOAYKTe, AOfl)f<eH 6b1Tb « BOCC03AOH » noAo6Ho TOMY, KOK noHVIMOHVle

JlVITepoTypHoro npOV13BeAeHVl5l Tpe6yeT BOCC03AOHV15l Toro 5l3blKO, HO KOTOpOM OHO

6blfl0 HOnVICOHO . npoV13BOAVITC5l « VICTOpV15l » npe)f<Ae BCero nocpeACTBOM CVIHTOrMO-

TVl4eCK0(;1 KOHTeKcTyonVl30L.J,VIVI, HO He TOflbKO. ,D,eno B TOM, YTO nOMVIMO ycTo(;1-

4VIBblX, npeAnOCJlOHHblX CMblCJlOB, « VICTOpV15l » HeceT B ce6e VI Apyrne - npVIBHeCeH-

Hble, nOABVl)f<Hble, npoV13BOAVIMb1e « no XOAY Aeno » . ,D,pyrnMVI CflOBOMVI, eCTb V1CTO-

pV1>1 C03AOHVl5l AVl30(;1H-npOAYKTO VI eCTb « VICTOpV15l » 0 C03AOHVIVI AVl30(;1H - npOAYKTO.

CoM AVl30(;1Hep s npou,ecce po60Tb1 HOA o6beKTOM soynoeT c o6po3oM s OT-

HoweHV1>1 « VICTOJlKOBOHVl5l » ' npVIBHOC5l csoe nOHVIMOHVle npOVICXOA5l~ero . .0.Vl30(;1Hep

OK03b1soeTc>1 « YVITOTeneM » , VIHTepnpeToTopoM C03AOHHoro 06po30 VI 30MeYoeT

TO, 4TO COM o6po3 0 ce6e « He 3HOeT » . « V1CTOpV15l » BOBCe He TOK npOCTO, KOK MO-

)f<eT nOK030TbC5l, VI ee COYV1 HeHV1e He CBOAVITC5l K nocneAOBOTeflbHOMy Vl3flO)f<eHVllO

KOKVIX - JlV160 ¢oKTOB, no3TOMY CVIHTarMOTVIYeCK05l KOHTeKCTYOflVl30L.J,Vl5l 3AeCb TeCHO

CB5l30HO c nopOAVlrMOTVl4eCK0(;1 VI VIHAeKCV14eCKo(;1 .

"1Hcn1o1pau,HH npeACTOBJl5llOT co6o(;1 Vl3flO)f<eHVle co6blTV1(;1 VlflVI ¢oKTopos, BAOXHO-

BVIBWVIX HO C03AOHVle o6po3o. Cnoso inspiration nepeBOAVITC5l KOK « BAOXHOBeHV1e » ,

HO BAOXHOBeHV1e 3AeCb oco6eHHoe. B OTflVIYVle OT xyAO)f<HVIKO, AVl30(;1Hep He TOflbKO

He CKpblBOeT B npVIBOTHOM npocTpOHCTBe CBOVI VIHCnVlpOU,VIVI I HOnpOTVIB - OH VIX Ae-

MOHCTpVlpyeT. V1HCnV1pOU,VIVI - BO)f<He(;1wo5l COCTOBJ15ll0~05l nereHAbl I nOCKOflbKY OHVI

coo6~0IOT noseCTBOBOHVllO AOBepV1TeJlbHOCTb VI y6eAV1TeJlbHOCTb. c nepCOHV1<pVIKO-

L.J,V1e(;1 AVl30(;1HepcKo(;1 npoKTVIKVI, pocToM u,eHHOCTVI V1MeHV1 AVl30(;1Hepo, V1HCnV1pou,V1V1

CTOHOB5lTC5l o65l30TeflbHblM, Heo6XOAVIMblM OTpV16yTOM AVl30(;1H-npOAYKTO, ero He-

Vl36e)f<HblM conposO)f<AeHV1eM, KOHTeKCTOM, o6ocHOBOHVleM VI AO)f<e CMb1cnoM. ToK

 6. HAPPA TV1BHblil1 KOK OH KAK W-1CKYPCV10HHA51 MO,D,Enb 83

H03blBOeMbll'1 inspiration board AOBHO y')!(e He 5lBn5leTC5l po60YVIM MOMeHTOM, cny-

YOl'1HO 03ByYeHHblM AVl301'1HepoM, 3TO - OTAenbH05l, COMOU,eHH05l, ny6nVIYHO npeA-
e:s:
c..
LC

CTOBn5leM05l YOCTb po60Tbl . 0TCIOAO CTOnb cepbe3HOe VI MeTOAVIYHOe OTHOWeHVle ±.

•:S:
<(

AVl301'1Hepo K « BAOXHOBeHVllO »: OH ero He ')!(AeT I 0 OKTVIBHO VIM 30HVIMOeTC5l - OT- ""ci:

:s:

cne')!(VIBOeT, OHOnVl3VlpyeT, HOKOHeu,, npVIAYMbrsoeT . V1HcnV1pou,V1V1 npoV13BOA5lTC5l no-

cpeACTBOM CVIHTQrMOTVIYeCKOl'1, nopOAV1rMOTV1YeCKOl'1 VI VIHAeKCVIYeCKOl'1 KOHTeKcTy- ..

onVl30U,VIVI.
LJ.J
:s:
I
<(
MeTacpH3H'feCKHe peMHHHc4eH4HH MO')!(HO onpeAenVITb KOK OTCbrnKy K csepxcyw,e- c
u
MY I BblpO')!(eHHOMY B KOTeropV15lX 5blTVle, BpeM5l, nop5lAOK, 3eMn5l, He6o, Po3yM, 0
c
KpocoTo VI T.n. B oTnVIYVle OT Apyrnx cocTosn5l10W,VIX nereHAbl, MeT0¢V13V1YecKV1e pe-

MVIHVICU,eHU,VIVI oco6eHHO cnO')!(Hbl B npOV13BOACTBe, HO npVI MOCTepCKOM VICnonHe-

I
HVIVI AOIOT 06po3y cosepweHHO oco6eHHbll'1 CMblCnosoll1 ropV130HT. 06pow,eHHOCTb

K csepxcyw,eMy AenoeT HeyMeCTHblM COMO cnoso « VIHTepnpeTOU,Vl5l » : 5b1TV1e VlnVI V1c-

TVIHY He V1HTepnpernpy10T, o o6Hapy>KHBO/OT. 3AeCb coAep')!(OHVle 06po30 VI KOH-

TeKcT ero npoYTeHV15l cyw,ecrny10T KOK 6br noponnenbHO, He conpVIKOC05lCb. Ho 3TO

nOAYepKHYT05l HeconocTOBVIMOCTb AenoeT VIX conp5l')!(eHVle oco6eHHO npOAYKTVIB- ....

cLJ.J
HblM, coo6w,o5l AVl30l'1H-npoAyKTY 3K3VICTeHU,VIOnbHYIO u,eHHOCTb. ::r
I
0
MeTo<j)V13V1YecKV1e peMVIHVICU,eHU,VIVI npoV13BOA5lTC5l nocpeACTBOM V1cKn10YV1TenbHO
"'
VIHAeKCVIYeCKOl'1 KOHTeKCTyOnVl30U,VIVI, KOTOp05l Tpe6yeT OT AVl301'1Hepo MOCTepcrno,

VIHTenneKTyonbHOll1 KynbTYPbl VI 3CTernYecKoro YYTb5l. Bo')!(HO nOAAep')!(VIBOTb AVICTOH-

I
U,VllO Me>KAY COAep>KOHVleM o6po30 VI npeAnaroeMblM KOHTeKCTOM, MOnell1wo5l He- 0

TOYHOCTb - VI see 6yAeT V1cnopYe Ho ¢onbWVIBblM no¢ocoM. 3oTo s cnyyoe ycnexo

0"'
"'
•:S:
:Ii
AVl301'1HepcKVlll1 o6po3 3pVIMO HOpOW,VIBOeT oypy . I
"'~
Bee 6onee HOCT05lTenbHOe 06pow,eHV1e K MeT0¢V13V1YecKV1M peMV1HV1cu,eHU,V15lM CBVl- ~
c..
<(
I
AeTenbcrnyeT 06 onpeAeneHHblX nOABVl')!(KOX B AVl301'1HepcKOM C03HOHVIVI . noH5lTb 3TY

T5lry K C03AOHV1IO Mera-KOHTeKCTOB MO>KHO no-po3HOMY. KoK npVIT5l30HVle HO seYHOe

VI HeTneHHoe, nonblTKY nocTOBVITb ce65l p5lAOM c XYAO')!(HVIKOM, ypoBH5lTb, HOKOHeu,,

ce65l c HVIM B npose CBVIAeTenbCTBOBOTb V1CTVIHy. V1nVI, HOnpOTVIB, KOK npo5lsneHV1e

CMV1peHV15l, OTK03 OT OM6V1u,V11'1 AVIKTOTOpo BKYCOB, nOCTOBW,VIKO MOAHblX TpeHAOB.

A MO')!(eT 6b1Tb, 3TO oco3HOHV1e csoell1 MVICCVIVI - AenoTb « npocTbre sew,VI » , OTKpb1so-

10w,V1e « npocseT » 5brrn5l. B n1060M cnyYoe y MeT0¢V13V1YecKV1X peMV1HV1cu,eHu,V11'1 YHV1-

KOnbHb11'1 noTeHU,VIOn An5l C03AOHV15l « CVlnbHOrO » AVl301'1H-npoAyKTO. I

•:S:
<(
CVIHTOrMOTV1YeCK05l, nopOAV1rMOTVIYeCK05l VI V1HAeKCV1YeCK05l KOHTeKcTyonVl30U,Vl5l ""ci:
:s:
o6ecneYVIBOIOT « npV1pow,eHV1e » ceMVIOTVIYeCKOl'1 MOAenblO HOBoro KOYeCTBO - ~HcKyp-
84 D,V13A ll1H - KO,D, HAPPATV1BHOIO KOKOH A

CHBHOCTH. « V1cTopV17t » , V1HCnV1pOU,V1V1 V1 MeTO<j)V13w-1ecKV1e peMV1HV1cu,eHU,V1V1 npeACTOBn7t-

IOT co6otii wo6noHHble npogyKTbl KOHTeKCTYOllV130U,V1V1, <j)V1KCV1pyeMble B «nereH)J,8 ».

0AHOKO V1X C03AOHV1e Tpe6yeT KpeOTV1BHOti1 rV16KOCTV1, YTO CTOBV1T sonpoc o Kpea-

TV1BHblX TeXHOfl0rV151X Hanpasn e HHOH KOHTeKCTyanH30U,HH"1.

6 .2 . KPEATV1BHblE TEXHOnOrV1V1 HAnPABnEHHO~ KOHTEKCTYAnV13AUV1V1

06po3 )J,V130ti1H-npogyKTo - 3TO npV1HU,V1nV10flbHO He30BepweHH051, CTOHOB51J..4051C51

CTPYKTypo, V1 MeTogonorV15t AV130ti1HepcKoro JJ,etiicrnV17t AOfl>KHO 6b1Tb coorneTcrny-

10w,eli1. TexHonorV1V1 HonposneHHotii KOHTeKcTyonV130U,V1V1 n03BOfl7ttOT 30flO>KV1Tb B ce-

MV10rnYecKyt0 MOAeflb nporpoMMY coMopo3BV1rn7t. EcnV1 ceMV10rnYeCK07t MOJJ,enb

C03JJ,OeTC51 nocpegCTBOM BBeJJ,eHV151 30pOHee onpeJJ,eneHHOrO KO)J,O, KOTOpbllii o6e-

cneYV1BOeT ee CT06V1flbHOCTb, TO AV1CKypcV1BH07t MOJJ,eflb co3JJ,OeTc7t BBeJJ,eHV1eM AO-

nonHV1TeflbHOro Ha np a snJ110U1ero KO)J,O, KOTOpbltii KOK 6bl « nOJJ,CK03blBOeTC51 » 603-

MO>KHOtii CV1Tyou,V1eli1 socnpV17tTV17t o6po3o . ToKolii KOA Mo>KeT 6b1Tb TYT >Ke cMeHeH

ApyrnM, cnoco6crny51 « JJ,eCT06V1flV130U,V1V1 » ceMV10TV1YeCKOti1 MOJJ,eflV1, HO TOflbKO TOK

o6po3 nonyyoeT )J,V1CKypCV1BHYIO 3Heprnt0 - Korga TO, YTO XOTeflOCb CK030Tb, BOC-

npV1HV1MOeTC51 TOK, CflOBHO OHO «CK030fl0Cb COMO » (P. EiopT).

npoKTV1KV1 HonposneHHOlii KOHTeKCTYOllV130U,V1V1 ceMV10TV1Y8CKOli1 MOJJ,eflV1 I oco6eHHO

HO 3TOne C03AOHV151 o6beKTO, - COM051 Cfl0>KH051 V1 V1HTepeCH051 YOCTb po60Tbl HOA

AV130ti1H-npoJJ,yKTOM. 3To V1 eCTb « >KV1BOli1 » KpeOTV1B, V13BeCTHOe )J,V130ti1Hepy COCT051-

HV1e BOCTOpra OT npV1XOA51W,V1X BApyr « reHV10flbHblX » V1JJ,eti1 V1 peweHV11i1, KOTOpb1e He

npoCTo pocKpb1BOt0T o6po3, o OTKpb1BOt0T B HeM HOBb1e rpoHV1. B pe3ynbTOTe o6po3

CTOHOBV1TC51 nO)J,BV1>KHblM, « OTKflV1KOIOW,V1MC51 » HO npOV1CXO)J,7tW,ee >KV1BblM opraHV13MOM.

nocpeJJ,CTBOM npOKTV1K HOnpOB!leHHOlii KOHTeKCTYOllV130U,V1V1 pewoeTC5t BO>KH8ti1W051

KOMMYHV1KOTV1BH051 30/J,OYO, KOTOp07t V1MeeT HenocpeJJ,CTBeHHOe OTHOWeHV18 K C03-

)J,OHV1IO CV1TYOU.V1V1 sneYOTfleHV17t . HonoMHIO, AV130li1Hep HO nepsoM 3Tone ceMV10TV1Ye-

cKoro MO)J,e!lV1pOBOHV151 BHOCV1T KOIJ,-KOHU,enT V1 TeM COMblM opraHV13yeT ceMV10TV1Ye -

CKV1e pecypcb1 B CTPYKTYPY - ceMV10rnYecKyt0 MOJJ,enb. Ho nonb30BOTenb s MOMeHT

BocnpV151TV151 )J,V130ti1H-npogyKTO TO>Ke BHOCV1T CBOlii KOA, YT06b1 « npOYV1TOTb » o6pa3.

V1 eC!lV1 AV130li1Hep BV1)J,V1T CBOIO u,enb B npOV13BeJJ,eHV1V1 BneYOTfleHV151, eMy npV1A8TC51

KOHTp0!1V1pOBOTb HOMeHKflOTYPY KO A OB nO!lb30BOTefl5t V1 V1X Bb16op I HO npV1 3TO M co-

xpOH51Tb TeppV1TOpV110 CB060JJ,bl )J,!151 nO!lb30BOTefl71 : BneYOT!leHV1e - CflV1WKOM He>K-

HOe « pOCTeHV1e », V1 B HeBO!le OHO He pocTeT . 3To 3HOYV1T, YTO )J,V130li1Hepy HO)J,0 C03-
 6 . HAPPA TV1BHblt/1 KOK OH KAK .[\V1CKYPCV10HHA51 MO.[\Enb 85

AOTb TOKYIO KOMMy H1-1Kon1sHyt0 c1-1Tyou,1-1t0, s KOTopot/1 nonb30BOTenb, 06Hopy>K1-1s 30-

no>KeHHb1"1 KO A, y3Han 6b1 ero KOK csot/1 co6cTseHHb1"1. BoT 3TO Y3HOBOHue « csoero »
e
~
LO

B « YY>KOM » 1-1 COCTOBJ1>18T npeAM8T HOnpOBJ18HHOll1 KOHT8KCTYOJ11-130U,l-11-1. ±.

•:S:
<I'.
rn
:s:
OcyL1..1eCTBJ1>18TC>1 HonposneHH0>1 KOHTeKcTyon1-13ou,1-151 nocpeACTBOM TexHonor1-1"1 cppei:1- C[

4
M"1Hra 1-1 pe-cppei:1MHHra :

• cppei:1MHHr op1-1eHrnposoH HO so3spoL1..1eH1-1e nOJlb30BOTeJ1>1 K KOAY Al-1-

w
30tl1Hepo nocpeACTBOM npeAJ1Gr08MblX KOHT8KCTOB; :s:
I
<I'.
• pe-cppei:1M"1Hr np1-13BOH npeABOCXl-1Ll..\OTb , npeAOnpeA8J1>1Tb B03MO>K- c::
u
0
c
Hble KOAbl nOJlb30BOT8Jl>1 .

CJ)petl1Ml-1Hr B AOHHOM cnyYoe 03HOY08T BH8C8Hl-1e onpeAefleHHblX CMblCJlOBblX poMOK I

I
o pe-¢petl1M1-1Hr - MOH1-1nyn51u,1-11-1 c TOK1-1M1-1 poMKOMl-1. B nepsoM cnyyoe Al-130tl1Hep se-

AeT no!lb30BOTen>1 « 30 pyYKY » K sneYOTJleH1-1t0, so BTopoM - C03AOeT eMy B03MO>K-

HOCTl-1 Afl>1 COMOCT0>1T8JlbHOro « npopblBO » K sneYOTJ18Hl-1IO .

TexHonornsi cppei:1MHHra npeAnonaroeT sseAeH1-1e KOHTeKCTOB, KOTOpb1e Bb1nonH>110T

¢YHKU,1-110 « nOACK030K » , no3BOJ1>1>1 no!lb30BOTefltO « npoYl-1TOTb » Hanpasn.RJOU4HH AO- I-

C
w
nonH1-1TeflbHb1"1 KOA 1-1 B ero CBeTe (KOHT8KCTe) « YBl-1A8Tb » o6po3, TO eCTb o6Hopy- :::r
I
0
>Kl-1Tb ¢YHAOM8HTOJlbHbitl1 KOA, opraHl-13YIOLl..\l-1"1 ceMl-10rnYeCKYIO MOA8Jlb. 3AeCb BBO- "'
Al-1Mbltl1 KOHT8KCT B 6yKBOJlbHOM CMblCJle CJlOBO « AO-o<f:>opM!l>18T » C8Ml-10Tl-1Y8CKYIO

MOA8Jlb - C03A08T et/1 COOTBeTCTBYIOLl..\Y IO CMblCJlOBYIO pOMKY.

I
CJ)petl1M1-1Hr OKTyon1-131-1pyeT O>Kl-1AOHl-1>1 no!lb30BOTen>1, HonpoBJ1>1>1 ero socnp1-1>1- 0
"'0
T1-1e o6p030 no CTOHAOPTHblM pycnoM, MOKCl-1MOJlbHO o6nerY0>1 CYl-1TblBOHl-18 KOAO "'
•:S:
Jj
I
1-1 npeAynpe>KA0>1 po36poc l-1HTepnpeTou,1-1"1 . Co3A08TC>1 «e,LJUHbtft MbtcneHHbtft naH,LJ- a::>
~
wa¢r» (5.M. rocnopos) I B KOTOpOM nOJlb30BOT8Jlb YYBCTsyeT ce65l BnOJlHe ysepeH- ~
<I'.
I
HO 1-1 nerKo ynosn1-1soeT Honposn>110ll..\l-1e 3HOKl-1. ToK ¢petl1M1-1Hr 06ecneY1-1soeT nno-

HOMepHyt0, KOHTpon1-1pyeMyt0 CMb1cnosyt0 l-1HAYKU.l-1IO, coxpOH>1>1 Afl>1 nOflb30BOTefl>1

onpeAeJleHHYIO cso60AY 1-1 BC8Jl>1>1 B Hero ysepeHHOCTb B co6cTBeHHOC1 COMOCT0>1-

T8JlbHOCTl-1 . B 3TOM CMblCJle ¢petl1M1-1Hr 06ecneY1-1soeT nOJlb30BOTefltO snonHe KOM-

¢opTHyt0 rnTyou,1-1t0 .

TexHonorn>1 ¢pe tl1M1-1Hra peon1-13yeTC>1 s TexH1-1Kox « CHHxpoHH301.4HH KOHTeKcros »

1-1 (( CMeUleHH.R KOHTeKCTOB »:

I
•:S:
<I'.
rn
4 n oflHOCTblO OTBfleYbC51 OT TeX KOHHOTOL.l"1C1, KOTOpble 3T"1 n OH51T"151 "1MelOT 8 TeOpi-11-1 KOMMYHl-1KOL.l"1"1 n OC fle V1 . rO<j>MOHO, :s:
C[
Bp51A fll-1 803M0)1(H0, OAHOKO 3TO TeMO Bbl XO A"1T 30 pOMKl-1 HOwero "1CCfleAOBOH"151.
86 JJ,V13Ail1H-KOJJ, HAPPATV1BHOIO KOKOHA

Te x Honorn5l TexH"1Ka

o6ecne4"1BOeT onpe,o,eneHHYIO
«C"1HXpOH"130U"15l KOHTeKCTOB »
"1HTepnpeTOU"1IO ( «ny4 »)

o6ecne4"1BOeT B03MO:>KHOCTb
B30"1MO,QOnonH5llOll.("1X, HO y>Ke
... «CMell.\eH"1e KOHTeKCTOB » HeCKOnbKO «,Q"1CTOHU"1POBOH -
HblX » OT ceM"10T"14eCKO~ MO,Qe-
n"1 "1HTepnpernu"1111 ( «cneKTp »)

TexHonor1-1si pe-<f>peHMMHra 06ecne4111saeT BBeAeH111e « HecooTBeTcTBy10~111x » KOHTeK-

cToB, KOTOpble AOJDKHbl He « nOACK03blBOTb » , a, HOnpOTlllB, lllHTp11trOBOTb, 6yAlllTb ¢aH-

T03llllO, AO>Ke c6111BOTb c TOnKy . 3AeCb AOnOnHlllTenbHble KOAbl xopowo 30MOCKlll-

poBOHbl I Ill 30AOBOeMble lllMlll KOHTeKCTbl He KOMnneMeHTOpHbl ceMlllOTlll4eCK0'71 MO-

Aen111, a B 3H04111TenbH0'71 CTeneHlll OBTOHOMHbl Ill COMOAOCTOT04Hbl . 3Ta TeXHOnor11151

H03BOHO MHOIO pe-¢pe'71Mll!HrOM, nOCKOnbKY npeAnonaraeT TOK0'71 cnoco6 BHeCeHlll51

KOHTeKCTyanbHOl71 paMKlll, KOTOpb1'71 conpoBO>KAOeTC51 ee 1113MeHeHlll51Mlll, Ae¢opMO-

L.J,11151Mlll. TexHonorn51 pe-¢pel71M111Hra pean1113yeTC5! B TeXHlllKOX « no,D,MeHbl KOHTeKCTOB»,

«yMHOJKeHHSI KOHTeKCTOB » Ill «AHCCOL/HOL/HH KOHTeKCTOB» :

TexHonorn5l TexH"1Ka Pe3ynbTOT

C03,QOeT none KOHKyp"1pyt0-

ll.("1X "1HTepnpeTOU"1~, B KOTO-
... «nO,QMeHa KOHTeKCTOB »
poM np0"1CXO,Q"1T "1X np0"13-
BOnbH05l CMeHa ( «MepuaH"1e »)

C03,QOeT C"1TYOU"1IO MHOroB03-

pe - cppe'71MV1HI ... «yMHO:>KeHV1e KOHTeKCTOB » MO:>KHblX "1HTepnpeTOU"1~ ( «CO,Q
pacXO,Q5lll.("1XC5l TpOnOK »)

C03,QOeT "1nnl03"1IO OTCYTCT-

B"15l KOHTeKCTOB, npe,o,OCTOB-
... «,Q"1CCOU"10U"15l KOHTeKCTOB » n5l5l KOK 6~ «nonHyt0 cso6o-
,o,y » "1HTepnpeTOU"1111 ( « 4"1CT~~
n"1CT»)

T exHonornYecK111'71 acne KT npaKTlllK HanpasneHHot71 KOHTeKcTyan1113au,111111 ceM111ornYecK0'71

MOAen111 30Knl040eTC51 B ClllCTeMOTlll30L.J,llllll AOnonHlllTenbHblX KOAOB Ill onpeAeneHllllll

 6 . HAPPA TV1BHblll1 KOK OH KAK JJ,V1CKYPCV10HHA51 MOJJ,EJlb 87

cnoco6os 1-1x oKTyon1-13ou,1-11-1. Cl)opMoill ynop5lA04eH1-15l AOnonH1-1Te!lbHb1x KOAOB cny-

>1<1-1T 11ereHAO , o ee cocTOBfl5l10L1..11-1e - « HCTOpHIO » , HHCnHpau,HH 1-1 MeTacpH3Hl4eCKHe

peMHHHCU,0HU,HH - MO>KHO pocCMOTp1-1BOTb 1-1 KOK l-1CT04Hl-1K AOnOflHl-1Te!lbHblX KOAOB,

1-1 KOK B03MO>KHble CU,eHOpl-11-1 l-1X l-1CnO!lb30BOHl-15l. no nereHAe MO>KHO peKOHCTpy1-1-

pOBOTb XOA KOHTeKCTYO!ll-130U,l-11-1, Bbl5lBl-1Tb 1-1cnO!lb30BOHHble TeXHO!lOrl-11-1 1-1 TeXHl-1Kl-1.

0AHl-1M 1-13 1-1HCTpyMeHTOB KOHTeKCTYO!ll-130U,l-11-1 5lB!l5llOTC5l KOAbl, cPl-1KC1-1pyeMble B l-1H-

cn1-1pou,1-15lX. Po6oT05l c 1-1Hcn1-1pou,1-15lM1-1, A1-130il1Hep AO!l>KeH He npoCTo np1-1AyM0Tb 1-1c-

u.J
:s:
T04Hl-1K csoero BAOXHOBeH1-15l, o o6Hapy>KHTb ero 1-1 npopo6oTOTb s 1-1cn1-1pou,1-11-1. Lfro I
<(
r:::
3TO 3H041-1T? V1cT04Hl-1Kl-1 1-1Hcn1-1pou,1-1il1 po3Hoo6po3Hbl 1-1 He1-1cYepnoeMb1, K TOMY >Ke u
0
c
y A1-130il1Hepo seer AO eCTb peonbHb1e ornposHb1e T04Kl-1 Afl5l Kpeornso. Ecn1-1 peonb-

Hb1e l-1HCn1-1pou,1-11-1 6oHO!lbHbl, HOAO np1-1AYMblBOTb Apyrne.

HecMoTp5l HO TO, 4TO 1-1Hcn1-1pou,1-11-1 MoryT 6b1Tb l-13MblW!leHHblMl-1, HOAYMOHHOCTb

o6bl4HO 4YBCTByeTC5l, 1-1 nereHAO OTAOeT cPO!lbWblO, TOK 4TO llY4We np1-1cnywOTbC5l

K ce6e, np1-1CMOTpeTbC5l K CBOeMy CeMl-10rn4eCKOMY nO!llO 1-1 Bb16pOTb op1-1r1-1HO!lbHbli11

sop1-10HT. V1Hcn1-1pou,1-11-1 HOAO KY!lbrns1-1pos0Tb, KO!l!leKu,1-10H1-1po soTb 1-1 scerAO CTpe-

Ml-1TbC5l K TOMY, 4T06b1 OHl-1 6b1n1-1 1-1cKpeHH1-1M1-1, n1-1YHocTHb1M1-1, Bb1po31-1Te!lbHb1M1-1 1-1 30-
>-
noM1-1H010L1..11-1M1-1C5l . cu.J
::r
I
0AHOKO CflO>KHOCTb l-1CnO!lb30BOHl-15l l-1HCn1-1pou,1-11-1 KOK l-1HCTpyMeHTO KOHTeKCTyo- 0

fll-130U,l-11-1 COCTOl-1T He TO!lbKO B TOM, 4T06bl HOlllTl-1 l-1HTepeCHblil1 KOA, HO 1-1 B cnoco-
"'
6e ero « npopo6oTKl-1 » . TexHonorn1-1 KOHTeKcTyon1-13ou,1-11-1 KOK po3 1-1 np1-13BOHbl noM04b

CAe!lOTb TOKyio « npopo6oTKy » 3<P<PeKrnBHoil1. I

0
V1Hcn1-1pou,1-15l, eC!ll-1 Mbl ee poCCMOTp1-1BOeM KOK 1-1HCTpyMeHT KOHTeKCTYO!ll-130U,l-11-1, "'
0

He AO!l>KHO Cy ll..leCTBOBOTb OT AeflbHO OT o6p030 1-1 conpOBO>KAOTb ero B K04ecrne

"'
•:S:
::0
I
co
« KOMMeHTOp1-15l ». KoK po3 Hoo6opoT - 1-1Hcn1-1pou,1-151 AO!l>KHO CTOTb HeOTbeMneMoill :s:
>-
~
c..
40CTblO o6p030 1 cnoco6oM ero cyL1..1eCTBOBOHl-15l 1-1 BOCnp1-15lTl-15l. no3TOMy CflO>KHO <(
I

CK030Tb, 4TO nepB1-14HO - 1-1Hcn1-1pou,1-15l 1-1n1-1 o6po3, OHl-1 - c1-1HxpoHHbl. KoK y>1<e 6b1no

CK030HO, po3po6oTKO ceMl-10Tl-14eCKOil1 MOAefll-1 1-1 ee TpOHCcPOPMOU,l-15l B Al-1CKypc1-1s-

HYIO npo1-1cxoA1-1T npoKrnYeCKl-1 OAHospeMeHHO .

B csoio oYepeAb, cnoco6 npopo6oT Kl-1 KOAO s 1-1Hcn1-1pou,1-11-1 6yAeT 3os1-1ceTb OT

Toro I B KOKOlll Te XHOflOrl-11-1 ocyL1..1eCTB!l5leTC5l KOHTeKCTYO!ll-130U,l-15l : eC!ll-1 3TO <Ppeil1-

Ml-1Hr, TO o6po3 « 3epKO!ll-1T » 1-1Hcn1-1pou,1-1ei11; ecn1-1 pe-<Ppeil1Ml-1Hr, TO CB5l3b Me>KAY 1-1H-

cn1-1pou,1-1ei11 1-1 o6po30M 6yAeT He04eBl-1AHO 1-1, B03MO>KHO, COKpbiTO.

PoccM0Tp1-1M ABO np1-1Mepo KOHTeKcTyon1-13ou,1-11-1 c 1-1cnonb30BOHl-1eM npoKTl-14eCKl-1

OAl-1HOKOBOro KOAO, npoBeAeHHOill B TeXHO!lOrl-15lX <Ppeil1Ml-1Hra 1-1 pe-<Ppeil1Ml-1Hra.

88 ,D,V13Ai/\H-KO,D, HAPPA TV1BHOIO KOKOHA

1. Mono,o,b1e ,o,1-130C1Hepb1 Blouson Noir noK030fl"1 KOflfleKL...11t110 o,o,e>1<,o,b1,

,D,fl71 KOTopoi::i «r!lOBHblM B,D,OXHOBeH1t1eM CTOJlO o6bl'-IHOe KYXOHHOe no-
JlOTeHL...1e - M71rKoe I fl"1H71JlOe I c nOflOCKOMl-1 "1 6oxpOMOC1 . nonyYV1Jl"1Cb
nOJlOCOTble JlbH71Hble TOnbl, 106K1t1 c 30n6xoM, wopTbl c 0,0,HOCi Jl71MKOC1
"1 OTCTernBOIOL1.1"1M"1C71 ,o,eTOJ171M"1, nOXO>K"1M"1 HO M71rKylO cyMKY Yepe3
nneYo . 5oxpoMo nonoTeHel...I npeBpOT"1flOCb B wHypoBKy »5 .

2. Mo,o,Hbli::i ¢oTorpo¢ KoTo 5ono¢o npe,o,crnB1t1fl cBoi::i HOBbli::i npoeKT -

fl"1H"1IO o,o,e>1<,o,b1, 1t1Hcn1-1poL...11t1eC1 ,D,fl71 KOTopoi::i nocny>1<1-1n111 «CTOpb1e npo-
CTblHl-1 ». BoT ¢parMeHT ero nereH,o,b1 : 1-1cTop1-171 HOBoi::i MOpKl-1 HOYOflOCb
c Toro, YTO HeCKOllbKO neT H03o,o,, nyTewecrny 71 no rnyxoi::i ¢poHL...1 y3-
CKOC1 npOB"1HL...1"1"1, 5ono¢o o6Hopy>K"1fl CKJlO,D, CTOp1t1HHOro flbH71HOro
nocTeflbHOro 6e!lb71 . nepe61-1po71 ero I OH 6blfl COBepweHHO 30BOpo-
>KeH: KO>K,D,071 npOCTblH71 He 6blfl0 noxo>KO HO ,o,pyryio, y KO>K,D,Oi::i 6blfl0
CB071 ¢oKTypo, TOflll.1"1HO H"1T"1, nneTeH1-1e, CBOl-1 cne,o,b1 BpeMeHw «51
C/70BHO ysu11e17 /7/0j1eU, KOTOpbte cr7017H HO 3TOM 6e!7be, ysu11ef7, KOK OHH

30HHM0/7HCb !71060BblO, KOK npOB0/7HB0/7HCb B COH, KOK po>K0/7H 11ereu H

ornpOB/751/7HCb B MHp HHOU. JI 8Hj1e/7 HX npH'-IYJ117HBble </JOHT03HH H HO'-IHbte

KOWMOpbt. Merpbt TKOHH, rOj1bl, f7HL/O . . . ». noTp71CeHHbli::i HOXO,D,KOCi ¢o-

Torpo¢ He y,o,ep>KOJ1C71 "1 Kyn1t1Jl BeCb CTOK. no3>Ke OH nepe,D,Ofl ,D,V1-
30C1Hepy Kei::iT ApoHCCOH 3rn npoCTblHl-1, crnpyio opMei::icKyio nopTy-
neio 111 fl71MK"1, cpe30HHb1e c B"1HTO>KHoro pioK30KO. B,o,oxHoB1t1Bw111cb
poccK030M"1 ¢oTorpo¢o, Kei::iT ApoHccoH co3,o,ono copoK YHV1KOllb-
HblX npe,o,MeTOB rap,o,epo6o. 3To KOflfleKL...1"171 111 nocny>1<1-1no npoTorn-
noM n1-1H1-11-1 o,o,e>1<,o,b1 Koto Bolofo, npe,o,cTOBfleHHoi::i B M111n0He oceHblO
2007 ro,o,o: TeHH"1CHble nflOTb71, MOTpOCCK"1e 6p10KV1 V1 wopTbl, KOK
y CKoyToB, Bb1nonHeHHb1e B peTpocT1t1fl1t1CTV1Ke, - no cnoBOM 5ono¢o -
«OHT"1MO,D,Hble » "1 «BHeCe30HHble »6 .

V1 B nepBOM, "1 BO BTOpOM cnyYoe B KOYeCTBe "1HCn1t1pOL...1"1"1 ¢111ryp1-1py10T npo¢oHHble Bell.1"1

o,o,Horo nop71,o,Ko - «CTopoe nonoTeHL...1e» 111 «CTOpb1e npoCTblHW>, HO B KOYeCTBe Ko,o,o npo-
po6oTOHbl OHl-1 no-po3HOMY. B nepBoM cnyYoe o6pm co3,o,OHHOC1 o,o,e>1<,o,b1 Kon1-1pyeT
1t1Hcn1-1poL...11t110 : COMl-1 npe,o,MeTbl o,o,e>1<,o,b1 HonoM1t1HOIOT «CTopoe nonoTeHL...1e», 6yKBOflbHO

5 L'O FFICIEL, Pocorn , N 118, 1-110Hb 2010 . C. 45 .

6 CITI ZEN K, Pocrn5l, N 11 , 3 1-1 Ma 200 8. C. 38.
 6 . HAPPA TV1BHblil1 KOK OH KAK ,D,V1CKYPCV10HHA51 MO,D,Enb 89

nOBTOp5151 ero «nO!lOCOTOCTb » 111 « 6oxpoMy» . 3To Tll1nll14Hblll! CllY40ll! 111CnO!lb30BOHll151 Tex-

H111K111 «C111HXpOHll130U,111111 KOHTeKCTOB » [ <Ppell!M111Hr]. 0cTOHOBflll1BOTbC51 HO Helli nOAp06Hee

He 111MeeT CMblCflO, nOCKOflbKY OHO 04eHb npocTO - TOKOll! « AeTCKll1111 COA» Afl51 H04111HOIO-

W,111X A11130ll!Hepos, 1113 KOTOporo HOAO nocKopee BbipOCTOTb.

Bo sTopoM np111Mepe c 111Hcn111pou,111ell1 « CTOpb1e npoCTb1H111 » A11130ll!HepoM 6b1!10 ocy-

w,ecTsneHo KOHTeKCTYOllll130U,11151 B TeXHll1Ke « yMHO:>KeHll151 KOHTeKCTOB » [pe-<Ppell!M111Hr],

C03AOIOW,051 none Afl51 MHOrOB03MO:>KHblX 111 TeMOTll14eCKll1 A111CTOHU,111pOBOHHblX 111HTep-

w
:s:
npeTOU,111111. )J,1113011!H-06beKTbl (npeAMeTbl OAe:>KAbl) - 1113blCKOHHble 111 M111H111MO!lll1CTll14- I
<{
c::
u
Hble, He 111Me10T H1114ero o6w,ero co « CTOpb1M111 npocTblH51Mll1 » , CB513b Me:>KAY 111Hcn111- 0
c
pou,111ell1 111 o6po30M onocpeAOBOHO TeMoll! « peTpo » , yTo4HeHHOll1 s TOK111x CMb1cno-

Bb1x MOpKepox, KOK «CTll1flb :>K1113Hll1 <PpoHU,Y3CKOll! npOBll1HU,111111 » , «yHll1KOflbHOCTb CTopolll

I
sew,111 » , « 111cTop11151 noKoneH11111! » 111 T . n., 4TO 111 C03AOeT B03MO:>KHOCTb 111HTepnpeTOTll1B-

Horo TBOp4eCTBO, np1114eM xopowo KOHTpon111pyeMoro.

B 3osepweH111e Heo6xOAll1MO ew,e po3 nOA4epKHYTb 3H04111MOCTb po60Tb1 HOA ne-

reHAOlll - He TOflbKO HOA ee COAep:>KO Hll1eM, HO 111 HOA flll1Tepo T ypHOll1 <PopMolll, crn-

!leM 1113flO:>KeH11151. PaccK03btB051 nereHAY, All130ll!Hep 0Tcne:>K111soeT npou,ecc Honpos-

....
cw
neHHoll! KOHTeKCTYOllll130U,111111 111 cPll1KC111pyeT ee pe3yflbTOT - CeMll10TV14eCKYIO A111CKyp-
::r
I
CV1BHYIO MOAeflb o6po3o 6yAyw.ero A11130ll!H-npoAyKTo . 0
"'

6.3. nErEH)J,A: PEKOHCTPYKLJJ1V1

no nereHAe MO:>KHO peKOHCTpy111pOBOTb CeMll10TV14eCKYIO A111CKypC111BHYIO MOAeflb

111 BW51Bll1Tb 111CnO!lb30BOHHWe TeXHO!lor111111 111 TeXHll1Kll1 HOnposneHHOll! KOHTeKCTYOllll130-

U,111111. Po3yMeeTC51, no!lb30BOTenio nereHAO npeAOCTOB!l51eTC51 He s po6o4ell1 sepc111111,

0 B COMblX p03HblX <PopMOX - 3TO MO:>KeT 6b1Tb npecc-pe!11113, CT0Tb51, TeKCT peK!lOM-

HOro 6yKnero, KOTonora, o<P111w111, y cTHoro BblCTynneHll151 111 T . A . B TOK111X TeKcTox ne-
reHAO np111cyTcTByeT He04eB111 A HblM o6po30M I OT AeflbHble ee COCTOB!l51IOW,111e MoryT

OTCYTCTBOBOTb 111!1111 TOflbKO yraAblBOTbC51, 111 TeM He MeHee - npo<Pecc1110HOflbHO CAe-

flOHH051 nereHAO nerKo nOAAOeTc51 peKoHcTpyKu,111111 . Po3yMeeTC51, nerKo AOfl:>KHO

6b1Tb He BCeM, HO Afl51 u,eneBblX rpynn 111 3KCnepTOB 3TO He 6yAeT npo6neMoll1, BeAb

Afl51 Toro nereHAO 111 C03AOeTC51, 4T06bl 6b1Tb « np04111TOHHOll1 » B A11130lllH-npoAyKTe.

PoccMoTp111M sepc111111 nereHA TOK111x A11130lllH-npoAyKTos, KOK 111HTepbep Ksoprnpb1,

opT-OKU,11151 111 fashion, conpoBO:>KAOeMble peKOHCTPYKU,11151Mll1 ceMll10Tll14eCKOll! A111CKyp-

C111BHOll! MOAeflll1 . )J,1113oll!H 111HTepbepos CTO!l npeAMeTOM Moero OH0!111130 BO speM51

90 ,D,V13Ail1H -KO,D, HAPPA TV1BHOIO KOKO HA

nOAroTOBKV1 MOTepV10nOB An.s:t >KypHono « VlHTepbep + D,V130tl1H » B 2006 roAy. 30A040

COCTO.s:tno B TOM, 4T06bl no6eceAOBOTb c AV130tl1HepoM, noCMOTpeTb V1HTepbep V1 30-

TeM onV1COTb ero. D,oHHble TeKCTbl He .s:tBn.s:tlOTC51 po604V1MV1 nereHAOMV1 AV130tl1Hepo,

HO 3TO AOCTOBepHble BepCV1V1, nOCKOnbKY TeKCTbl 6b1n cornOCOBOHbl c AV130tl1HepOMV1 .

YTo KocoeTC.s:t opT-OKL.IV1V1 - 3TO Motil OBTopCKV1tl1 AV130"1H-npoAyKT, no3TOMY npeA-

CTOBneHo, cTporo rosop.s:i, He peKOHCTPYKL.IV1.s:t, o KOHCTPYKL.IV1.s:t ceMV10TV14ecKotl1 AV1C-

KypcV1BHOtl1 MOAenV1 V1 nereHAO B ¢opMe KypoTOpCK0"1 CTOTbV1.

PeKOHCTPYKL.IV1.s:t ceMV10rn4eCK0"1 AV1CKyprnsHotl1 MOAenV1 fashion-npo,o,yKTo ( OAe>K-

AO) Avon Celli npoBeAeHo HO OCHOBOHV1V1 nereHAbl, V13no>1<eHHOfi1 B ¢opMe peKnoM-

Horo TeKCTO.

"1HTEPbEP KBAPT"1Pbl: AV130tl1Hep MV1XOV1n noHryeB

y CTOpblX 3epKon OTOWnO OMOnbraMO, n03TOMY OTpO>KeHV1e Ap06V1TC51

V1 TYMOHV1TC.s:t . B 3TOM V1HTepbepe c npoCTpOHCTBOM rnop.s:tTC.s:t 4YAeco,

o se~V1 y4ocTsy10T TOnbKO HO nposox Tpo¢ees V1 socnoMV1HOHV1"1 .

He6onbwo.s:i KBOpTV1po HO AAMV1ponTeil1cKoM npocneKTe 30AYMblBOnocb

BnOAenbl.leM KOK rOCTeB051. neTOM OTCIOAO MO>KHO n1060BOTbC5I 6enblMV1

H040MV1, HO, B cy~HOCTV1, 3AeCb scerAO 6enb1e H04V1. CseTnb1"1 cyMpoK

CTPYV1TC.s:t no 6enb1M cTeHOM, HOnV14HV1KOM V1 30TV1xoeT HO 6eneHblX Aepe-

B.s:tHHblX WK0¢4V1KOX V1 KOMOAOX. nerK051 XYAO>KeCTBeHH051 « 30XnOMneH-

HOCTb » TOnbKO o6ocTp.s:teT 4YBCTBO npocTopo.

Y KBOpTV1pb1 MHoro c10>1<eToB V1 OAHO TeMo. BeTep CTpOHCTBV1"1 o~y­

~oeTc.s:i Be3Ae: B npOCTOpHOM xonne, AOBepxy 30CTOBneHHOM OHTV1KBOp-

HblMV1 4eMOAOHOMV1 V1 Ko¢poMV1, B « npo¢eccopCKOM » K06V1HeTe c o6.s:i-

30TenbHblM 610po V1 K06V1HeTHblM po.s:ineM, B CTOnOBOtll c MOneHbKOfi1 MO-

HepHotll KYXHetll, OHTV1KBOpHblM 6y¢eTOM V1 orpOMHblM AO~OTblM CTOnOM,

BblKpoweHHblM nOA 6pV1TOHCKV1"1 ¢nor ...

KsopTV1po nocTosneHo KOK xopowV1"1 cneKTOKnb, B Hetll MHOro ,o,erl1cTBV1.s:t,

eCTb V1HTpV1ra V1, KoHe4Ho, «n1060BHb1"1 TpeyronbHV1K » : conoHbl luxe - IKEA -

6nowV1Hbl"1 pblHOK. KoK V1 nono>KeHo B cTopoM A06poM cneKTOKne, see

30KOH4V1BOeTC51 C40CTnV1BO ... B BOHH0"1, V13 OKHO KOTopotll BV1AeH nop.s:t~V1"1

HOA Kpb1WOMV1 OHren AneKCOHApV1"1CKoro CTonno.

 6 . HA PPA TV1BHbl~ KO K OH KAK ,D,VIC KYP010HHA 5l MO,D,Enb 91

« lepoi1 » « CeHH1MeHTOnbHbli1 nyTeweCTB8HHHK »

KoHwem roCTeB071 KBOprnpO B « CTOpOM neTep 6 ypre »

CEM VIO TV1YECKA51 M0.0,Enb

npoCTpOH CTBO 6enb1e H04 H

CMb1cnosb1e M Op K epb1 M OpCK071 aep >t< OBO c Tapb1e 3ep Kan a u.J
:s:
I
1-1nmo31-11-1 K onne K L-1 1-1 71 <(
c::
Mern<t>opa TeOTpOnbH~e ,[\8 KOPOL1H H
u
0
c
TeMa 303epKanbe

.0.V1CKYPG 1BHA51 MO.O,Enb

KoHTe Kc Tyan1-13aw1-171:
Te x Honor1-171

VlHcnHpOLjl-171
I Te XHH KO

MeTa<j> 1-1 31-14e cK 07I

<!>pe i1M HHr : « CHH XpOH H 30LjH71 KOHT8 KC TOB»

M OpCK071 3KC ne,[\HljH71

I
Apyra71 peOnbHO CTb
peMHHHCLj8HljH71 .....
cu.J
::r
I
0
"1HTEPbEP KBAPT"1Pbl : All130l'1Hep Mop111Ho M111xoll1noso "
B 3TOll1 KBoprnpe HeT MeCTo TBOpYecKoMy 6ecnop5lAKY . Lfro 6b1 3A8Cb

Hll1 npo111CXOAll1nO, KOKll1e 6bl BeU-1111 H111 BTopranll1Cb, OHO OCTOH8TC5l o6po3- I
0
UOM TBOpYeC K Oro nop5lAKO. V1 Mepbl . "
0
"
•:S:
Ecn111 6~ y YenoseKo oYeHb 30H5lTOro, HO cKnOHHoro s co3epuoH111c, I
::0
co
:s:
.....
B03H"1KnO >KenOHJ.18 o6peCT"1 CBOlll yronOK B neTep6ypre, OH 6bl Bbl- g:_
a..
<(
6pon 3TOT CKpOMHblll! <f>n111rem B ABYX WGrOX OT ny6nll1YHOC1 61116n1110TeKll1 I

111 AneKCOHAP111HK"1 . reHJ.1111 MeCTO, >K8CTKll1e orpOH"1YeH"15l CToporo cpOHAO

111 CTpOCTb X035lll1HO K "1CKyccTBy ¢0Torpo¢111111 onpeAen111n111 XOA A"1301'1Hep-

CKOl'1 Mb1cn111: 111rpo c npocTpOHCTBOM no CTpor111M npos111noM. H111 OAHOlll

"136blTOYHOl'1 AeTon111, HJ.1 OAHOro cnOHTOHHOro peweH"15l - see npOAYMO-

HO, BblCTpoeHO 111 30BepweHO. ,D,111301'1H KOK CTpora5l HOYKO.

P111TM npocTpoHcTBy 30AOeT noMOH05l n111H1115l Kop111Aopo, OTMeYeHH05l

nyHKT111poM no M noYeK . TeMHb11'1 no6111p111HT BeAeT K KyxHe 1113 YepHoro CTeK- I

•:S:
no c OKUeHTOM HO M"1H1110TCpHoll1 6opHoll1 CTOlllKe. BoHH05l KOMHOTO cnos-
<(

"'
:s:
C(
Ho noy30 B CTpeM111TenbHOll1 p111TM"1Y8CKOl'1 KOMn03111U111"1: "135lU-1Hbll'1 opHO-
92 )J,V13A~H-KO)J, HAPPATV1BHOIO KOKOHA

MeHT HO nnV1TKe, M51rKV1e nV1HV1V1 orpOMHOC1 BOHHbl, 3epKOnbHble CTeHbl.

B 3TOM paccYV1TOHHOM c MOTeMOTV1YecKoC1 TOYHOCTblO V1HTepbepe MHO-

ro B03AYXO V1 CB060Abl. nonycmnacb KBaprnpa c MY>KCKV1M xapaKTepoM

- B Mepy HOpAV1YecrnM, B Mepy poMaHrnYeCKV1M. ,LJ,n51 APY>K8CKV1X 6e-

ceA, An51 p03Mb1Wn8HV1C1, An51 C038pl...IOHV151. npe6blBOHV18 B neTep6ypre

K 3TOMY pacnonaraeT ...

Co,o.ep>t<OHV1e

«lepoi:i » «,D,eH,D,V1 »
npe3eHTOUV10HHO~ KBOpTY1pa ,o.n~ 3CTeTa

CEM\110T\11YECKA51 MO,D,Enb

Me pa YepHo-6ena~ ¢0Torpa¢111~
CMb1cnosb1e MOpKepb1 COKpblTOe TOHKV1e ¢aKTypb1
apx111TeKTypHOCTb pai:1CKV1e nTV1Ubl
Mern¢opa na6111p111HT
TeMa pY1TM

,D,\11CKYPC\11BHA51 MO,D,Enb

KoHTeKcTyan1113au111~ :
pe-¢pei:1MV1Hr : «yMHO>KeHV1e KOHTeKCTOB »
TexHonor111~ I TeXHV1KO
V1Hcn111pau111~ rpa¢111Ka
MeTa¢11131114ecKa~
,o.s111>t<eH111e
peMV1HV1CUeHUV1~

APT-AKL..l,"1S1 «ART & FASHION : 06 "1POHl-H1 TBOPL..l,A»

3Ta OKUV1~ 3asepwana BblCTOBKY >t<111son111c111 111 CKynbmypb1 EneHbl cD111ryp111Hoi:1 s rane-
pee «Anna Nova» (CaHKT-neTep6ypr, 18 Ho~6p~ 2005 r .) 111 BKrnoYana s ce6~ 111H-
cTann~u111111 V1 MynbrnMe,o.111i:1Hy10 npe3eHTOUV1IO «V1cKyCCTBO MO,D,HOro o6pa30». V1HCTOn-
n~UV1V1 6blnV1 BblnOnHeHbl B BV1,D,e MOHeKeHOB, o,o.eTblX B BeLI..\V1 V13 HOBblX ce30HHblX KOn-

neKUV1i:1 KOHuemyanbHblX MapoK : wenKosylO TyH111Ky Oris van Noten; Ty¢n111 Ha wmrnb-
Kax, 06cb1naHHb1e «enoYHblMV1 » 6necTKOMV1 , Martin Margiela; OCV1MMeTpV14Hoe nnaTbe
Undercover . MaHeKeHOMV1 cny>t<111n111 ocTOBbl V13 ,o.epesa 111 r111nca, KOTOpb1e o6bl4HO 111c-
nonb3YIOT cKynbmOpb1 s KOYecTse OCHOBbl. YrnosaTble ¢opMb1 111 rpy6a~ ¢aKTypa 3rnx
MOHeKeHOB-30rOTOBOK, nV1Wb OT,D,aneHHO HOnOMV1HOBWV1X YenoseYeCKYIO ¢111rypy, KOH-
TpOCTV1posan111 c V13~LI..\HblMV1' rnaMypHblMV1 BeLI..\OMV1 .
 6 . HAPPA TV1BHbl~ KOK OH KAK DJ1CKYP010HH A51 MOD,Enb 93

nepeA 30Kpb1H1eM BblCTOBKl-1 EneHbl CD1-1ryp1-1Holl1 HOM npeAJlGrOIOT noroso-

p1-1Tb o MOAe. CTpOHH071 cMeHa TeM, HO TOflbKO Ha nepsb1il1 B3rfl71A. Bo-

e:s:
"-
LO

nepsb1x, npocToe YenoseyecKoe Hl-1KOMY He YY>KAO, BO-BTOpb1x, cospeMeH- I:

•:S:
<{

HOe l-1CKYCCTBO BHe conp1-1KOCHOBeHl-171 COKpO!lbHOro 1-1 npo<t>aHHOro nOH71Tb "'q

:s:

HeB03MO>KHO. A YTO npo<t>aHHee MO A bl? . . .

KoHu,enTyaflbHOe 1-1cKyccTBo, KOK 1-1 KOHu,enTyanbH071 MOAO, Aep>K1-1T-

C71 3Heprnell1 1-1Ael-1. 3Ta 1-1Ae71 cyw,ecTByeT B p03HblX sepC1-171X, HO cyTb ee

LI.J
:s:
OAHO - CTpeMJleH1-1e K 5o>KeCTBeHHOMY Yepe3 OTnOAeH1-1e OT Hero, Ye- I
<{
c::
pe3 1-1cnb1TaH1-1e, Yepe3 KpecT. V1cKyccTBo EneHbl CD1-1ryp1-1Holl1 MOflYOJ11-1Bo, u
0
c
1-1 ero OTpeweHHOCTb OT cyeTfll-1BOll1 nosceAHeBHOCTl-1 Morna 6bl noK030Tb-

C71 a6comoTHOll1, eCJll-1 6b1 He ABl-1>KeH1-1e, BOBJleKa10w,ee 1-1 nepCOHO>Kelll,

I
1-1 3p1-1Tenell1 B OAHO 1-1 TO >Ke nepe>Kl-1BOHl-1e - nepe>Kl-1BOHl-1e co6CTBeHHO-

ro HecosepweHcTBa. Tsopeu, cosepweHeH, 1-160 cso6oAeH, 1-1 Ae71Hl-171 ero

OT n106s1-1, HO AeM1-1ypr I C031-1A010W,l-1111 cyw,ee no o6p03Ll,OM 1-13 6ec<t>op-

MeHHOll! MOTep1-11-1, o6peYeH HO yc1-1n1-1e 1-1 CM7!TeH1-1e.

nepCOHO>Kl-1 EneHbl CD1-1ryp1-1HOll! HecosepweHHbl AO YPOACTBO 1-1 npeKpac-

f-
Hbl cso1-1M cTpeMneH1-1eM K noA061-110 5o>KbeMy. B 3Tl-1X ManeHbK1-1x, cMew- cLI.J
::r
I
HblX, 30neneHyTblX YeflOBeYKOX eCTb Befll-141-1e - OHl-1 TBOpl-1, HO 1-1 TBOpL.1,bl 0

CBOero YeflOBeYeCKOrO Jll-1KO .. . 1-1 fooK'a. nepe>Kl-1B0Tb nOl-1CK 1-1AeHTl-14HO-

"'
CTl-1 HY>KHO c ynb16Koll1 - 1-1poH1-17l cH1-1MaeT na<t>oc, OT KOToporo TOflbKO

ropAOCTb 1-1 6e3HOAe>KHOCTb. I

0
Kor AO OHTBepneHcK1-1e CMYTb71Hbl OT A1-130ll1Ha Bb1sepHyn1-1 WBbl Hapy>Ky 0"'
1-1 ocTas1-1n1-1 Heo6pa60TOHHblM Kpalll AOporolll sew,1-1, OHl-1 cosepw1-1n1-1 pe-
"'
•:S:
J'i
I

son10u,1-110 B COMOM np7!MOM CMblCJle 3Toro CflOBO - nosepHyfll-1 YeJlOBeKO "'~

~
"-
K npoCToTe, K y6o>KecTBy . XyAO>KHl-1K 1-1 A1-130ll!Hep npoHHYfll-1 PYKY no- <{
I

Mow,1-1 ycTOBWeMy OT nOl-1CKOB cosepweHCTBO, HOnOMHl-1!11-1 ew,e pa3, YTO

K cnaceH1-110 np71MblX AOpor HeT - nyTb AOfl>KeH 6b1Tb TepH1-1CT . B 3TOM

KYflbTYPH071 Ml-1CCl-171 l-1CKYCCTBO 1-1 l-1HTeJlfleKTYOflbHOll! MOAbl . OHl-1 KOH-

u,enTyOflbHbl He noToMy, YTO paccyAOYHo-xonoAHbl, a noToMy YTO KOH-

CTpyKrnBHbl. HecosepweHCTBO 3CTeT1-131-1pyeTC7l s o6pa3e 1-1 TeM CHl-1MO-

eTC71. A noTOM cHosa s nyTb . .. V1poH1-17! Tsopu,a scex CAenana pasHb1M1-1,

1-1 no TOii! >Ke BeTX030BeTHOll1 nyCTblHe p7!AOM c MOJleHbKl-1Ml-1 nepCOHO>KO-

I
•:S:
Ml-1 Befll-1KOll! <t>1-1ryp1-1HCKOll! Ml-1cPOJ10rl-11-1 6peAyT p03040pOBOHHble 1-1HTeJ1- <{

"'
:s:
q
JleKTYOflbl, HOH-KoH<t>opM1-1CTbl 1-1 Tp3W-3CTeTbl. CnosoM, MOAHble fl10Al-1 .
94 ,D,V13Ail1H-KO,D, HAPPA TV1BHOIO KOKO HA

« lepoli1 » «TpeHACenep »

<jH1Hl-1CO>K KOK OTKpblTl-'!e HOBOro B3r n71AO

CEMV10TV1YECKA51 MO,D,Enb

OAl-1H04eCTBO Kpb1nb71
CMb1cnosb1e MOpKepb1 y6o>t<eCTBO CBeT
Be4HOCTb OCblnOIOll.\l-1eC71 6neCTKl-1

Merncj>opo MOHeKeH

TeMo CTpOHCTBl-'!e

,D,V1CKYPCV1BHA51 MO,D,Enb

KoHTeKcTyon1-130L\l-171 :
pe-¢peli1Ml-1Hr: « nOAMeHO KOHTeKCTOB »
TeXHOnor1-171 / TeXHl-1KO

V1Hcn1<1pOL\l-17l BeTX030BeTH071 nycT~H71

MeTocj>1-131-14ecK07l
npos1-1AeH1-1e
peMl-1Hl-1CL1eHL11-171

FASHION: AVON CELLI

AVON CELLI npo1<13BOAl-1T Tp1<1KOTO>K Knocco luxe c 1922 roAO 1-1 npeTeHAyeT HO

nepseHCTBO B l-1306peTeHl-11-1 3HOMeHl-1TOli1 py60WKl-1 nono, KOTOp071 6b1no CAenOHO HO

cneL11<10nbHOM CTOHKe, npeAH03H04eHHOM An71 l-13rOTOBneHl-171 4ynoK. c Tex nop OCTpO-

YMHble TeXHOnor1-14ecK1-1e peweHl-171, 3KCKn1031-1BHble AOpor1-1e MOTep1-1onbl 1-1 nOA4epKHY-

TO pecneKT06enbHblli1 CTl-'lnb CTOnl-1 OTnl-141-'!TenbHblM yepTOMl-1 3TOro fashion-6peHAO.

CDV1m 509 MOAeflV1 ycTOHOBV1fl peKOpA, Ha6pas cKopoCTb 73 KM/Y.

,D,aMbl He no3BOfl5lflV1 ce6e BblXOAV1Tb V13 AOMO 6e3 wn5lnKV1. KV1HeMaTorpa¢

«o6pell» ronoc. nereHAOPHblill «BOCTOYHblill 3KCnpecC» COeAV1HV1Jl Espony

V1 A3V1IO. Wen 1922 roA. B 3TOM AOJleKOM roAy B MV1llOHe nacKyane

YennV1 C03AOfl MOPKY Avon Celli, KOTopoilt 6b1no cy>t<AeHo ocTOBV1Tb csoill

CfleA B V1CTOpV1V1 MOAbl V1 CTOTb V13BeCTHOill B MV1pe V13blCKOHHOro TeKCTV1J15l.

0TAOB05l AOHb csoeMy 6naropOAHOMY npoV1CXO>t<AeHV1IO, ceroAH5l Avon

Celli npeACTOBJ15leT V13AeflV15l V13 KaweMV1pa, ose5lHHb1e AYXOM HOCTOflb-

rV1V1, npV1KOCHOBeHV15l K KOTOpblM norpy>t<OIOT HOC B HenOBTOpV1MYIO OTMOC-

¢epy 20-x roAOB npownoro BeKO. 3To speM5l 5lBJ15leTC5l CV1MBOJ10M He-

npeCTOHHOill 3060Tbl 0 KOYeCTBe V1 HenpeB30illAeHHOro CTV1fl5l, KOTOpb1e He

 6 . HAPPATV1BHblil1 KOKOH KAK ,[\V1CKYP010HHA51 MO,[\Enb 95

30BV1C~T OT V13MeHYV1BOtll MOAbl . CeKpeT MopKV1, HO npoTR>KeHV1V1 MHornx

Aec~rnnerntll Bblrn~Aeswetll oKTyonbHO, 30KnlOYeH s TOM, YTO Avon Celli e
~
LO

o6beAV1H~eT OnblT npownoro c HOBOTOpCKl-1MV1 V1Ae~Ml-1, TeM COMblM no- ±.

•:S:
<(

CTO~HHO npeAsocx1-1~0~ 6yAy~ee. Lfro6b1 COTKOTb YAV1Bl-1TenbHoe, Hese- "'q

:s:

coMoe, 6naropOAHOe nonOTHO, nocKyone Yenn1-1 np1-1se3 B vhon1-110 TKOL..1,-

Kl'!e CTOHKl-1 c 36 l'!fnOMl-1, KOTOpble B Te speMeHO np1-1MeH~nV1 TOnbKO An~ •

np01-13BOACTBO wenKOBblX YynoK . npo41-1M He OCTOnOCb Hl'!Yero Apyroro,
LI.J
:s:
KpoMe KOK nonb30BOTbC~ ero l-1306peTeHl-1eM. I
<(
c::
Avon Celli npOAOn>KoeT 30AOBOTb TOH crnn10: peson10u,1-10HHb1e l'!Ael-1, u
0
c:::
CMenoe KOM61-1H1-1pOBOHl-1e MOTepV1onos V1 opV1rV1HOnbHbltll A1-130tl!H - BOT

OCHOBHble COCTOBn~IO~V1e MOpKl-1. npV1sep>KeHU,bl Avon Celli CAenonV1 Bbl-

6op B nonb3Y 6peHAO, 6yAy~ee KOTOporo . . . HOYOnOCb B 1922 fOAY-

« lepo~ » «Opi-1CTOKpOT »

KoHL(em BblCOK05l KnOCCl-1KO KOWeM1-1pa

I-
C:::
CEMV10H1YECKA51 MO,O,EJlb
::J-
I
0
peTpo py6awKO-nono "'
CMb1cnosb1e MapKepb1 pocKOWb cnopT1-1BHbl~ OBTOM061-1nb
l-135lll.\Hble Aocyr1-1 BeH€L(l-15l n1-1AO •
Mern¢opa cPOMl-1nbHbl~ rep6 I
0
TeMa HOBbl~ B€K "'0
"'
•:S:
:l5
,O,V1CKYPCV1BHA51 MO,O,EJlb I
al
~
~
KoHTeKCTyan1-130L(l-15l : "-
<(
¢pe~MJ.1Hr: « Cl-1HXpOHl-130L(l-15l KOHT€KCTOB » I
TexHonorn5l I T€XHl-1KO

V1Hcn!-1p0L(l-15l := rneraHTHble 1920-e

MeTa¢1-131-14ecK05l
•
B€4Hbl€ L(€HHOCTl-1
peMl-1Hi-1CL(eHL(l-15l
~
>
<(

PeKOHCTpyKu,1-11-1 HOYl'!HOIOTC~ c AeKOHCTPYKU,l-1V1 nereHAbl: CHOYono 1-13sneKoeTc~ o¢opM-

neHHO~ ceMl-10TV14eCKO~ MOAenb, 0 30TeM Bbl~Bn~IOTC~ cnoco6bl npeACTOBneHl-1~ 3TOtll

MOAen1-1 B KOMMYHl-1KOTl-1BHOM npocTpOHCTBe. npV1Mepb1 nOK03blBOIOT I KOK BO>KeH I

•:S:
<(
« OCTOB » nereHAbl - ceMl-10Tl-14eCKO~ MOAenb, 1-1 KOKOe 3H04eHl-1e V1MeeT nV1TepoTypHO~
"'
:s:
q
96 JJ,V13Ail1H-KOJJ. HAPPA TV1BHOIO KOKO HA

<Pop Mo, « V1HTOHOU,V1>1 » TeKcTo Afl>I nepeBOAO ceMV10Tw-iecKoC1 MOAeflV1 B AV1CKypcV1B-

Hoe COCTO>IHV1e, B KOTopoM MOAeflb BocnpV1HV1MOeTC>I nOJlb30BOTeJleM.

ToKV1e peKOHCTPYKU.V1V1 MOAeneC1 no nereHAe roTOBblX AV130C1H-npoAyKTOB AOfl:>K-

Hbl 6b1Tb Afl>I AV130C1Hepo o6bl4HblM ynpO>KHeHV1eM. 0HV1 He TOJlbKO TpeHV1PYIOT HOBbl-

KV1 ceMV10TV14eCKOro MOAe!lV1pOBOHV1>1, HO V1 30CTOBJl>llOT V1HTYV1U,V1IO po6oTOTb CV1CTeM-

HO. Ecn1t1 peKOHCTPYKU.V1>1 30TPYAHeHo, ouww,010Tc>1 po3pb1Bbl V1 npoBOflbl, MO>KHO Ae-

flOTb BblBOA n1t160 06 oTcyTcTBV1V1 KOMMYHV1KOTV1BHoro «Teno » AV130C1H-npOAYKTO, Ko-

Topoe Mbl H03blBOeM HoppornBHblM KOKOHOM, JlV160 0 ero cyw,ecrneHHblX Ae<PopMo-

U,V1>1X. TOK 4TO 3<j)<j)eKTV1BHOCTb AV130C1H-npOAYKTO ou,eHV1BOeTc>1 BO MHOrOM no TOMY,

KOK npOXOAV1T peKOHCTPYKU,V1>1 ceMV10TV14eCKOC1 AV1CKypCV1BHOC1 MOAeflV1 - 3TOT npo-

u,ecc AOfl>KeH 6b1Tb He TOflbKO nerKV1M, HO V1 AOCTOBfl>ITb YAOBOflbCTBV1e.

 97

e:s:
a._

"'±.
•:S:
<(

7 . KYnb TYPHA51 AHV1MAUV151 CEMV10TV1YECKO~ JJ.V1CKYPCV1BHO~ MOJJ.EnV1 "'q

:s:

7. l. nOH51TV1E KYnb TYPHOi/1 AHV1MAL(V1V1

7.2. KPEATV1BHblE TEXHOJl0rV1V1

KYJlb TYPHOill AHV1MAL(V1V1
I
7. l. nOH51TV1E KYnb TYPHOi/1 AHV1MALU·1V1

BV1AeHV1e o6po3o roTOBVITGI ceMV1ornYecKoilt AV1CKypcV1sHoilt MOAenbtO, Ho An51 Toro

"'
;[:_
"'0
YT06b1 npOV13BeCTVI sneY0TneHV1e, o6po3 AOn>KeH 6b1Tb OAywesneH. MoMeHT Bb1xo-
AO o6po30, sonnow,eHHOro B o6beKTe, B KOMMYHVIKOTVIBHOe npocTpOHCTBO MO>KHO
cpOBHVITb c TOYKOilt 6V1<t>ypKOL.lVIVI B HenV1HeC1HblX AVIHOMVIYeCKVIX CVICTeMOX, B KOTopoilt
I-
C
Bbl6op AOnbHeiltwero HOnposneHVl51 p03BVITVl51 CVICTeMbl OK03blBOeTC51 npVIHL.lVlnVIOnbHO UJ
::r
I
HenpeACKo3yeMblM. TeM He MeHee AVl30C1Hep AOn>t<eH po3po6oTOTb onpeAeneHHYIO 0
"'
KOMMYHVIKOTVIBHYIO CTpOTefVllO 0cno11HeHH7/ o6po30 - Kynbl)'PHYIO OHHMOU,HIO, H03HO-
YeHVle KOTopoilt - coo6w,V1Tb 06po3y, 3oneYorneHHOMY s o6beKTe, <t>opMy nocna-
HHSI . B onpeAeneHHOM CMb1cne 3TO so3spow,eHV1e K CMb1cnosoMy «51APY » o6po3o - I
0
K KOHwenTy I HO He cosceM, nOCKOnbKY nocnOHVle He CBOAVITC51 K 30KntOYeHHOMY B "'0
"'JS
•:S:
HeM CMb1cny, cKopee 3TO cnoco6 nporosapusaHH.R CMb1cno. Po3yMeeTC51, s nocno- I
CD

HVIVI KOHL.lenT 6onee OTYeTnVIB, YeM B o6po3e, HO OH He AeKnOpV1pyeTC51, 0 pocKpb1- ~

~
<(
BOeTC51 s craHosneH1111, 30AOB051 KOHTYPbl CVITYOL.lVIVI sneY0TneHV15!. I

KynbTYPH051 OHVIMOL.lVl51 nepeBOAVIT ceMV1ornYecKyt0 AVICKypcV1sHyt0 MOAenb s pe-

>KVIM ynposn51eMOC1 AVICKypCVIBHOilt npoKTVIKVI, B XOAe KOTopoilt o6po3 o6peTOeT CBOIO
nornKy p03BVITVl51 VI cnoco6HOCTb K COMoperyn51l..lVIVI B 30AOHHblX CMblCnOBblX poM-
;[:_
>-
KOX. npeACTOBVITb o6p03, 30neYOTneHHblilt B 06beKTe, KOK AVICKypCVIBHYIO npOKTVl- <(

KY - 3HOYVIT ysV1AeTb s HeM cnoco6 C03AOHVl51 sepcHii peanbHOCTH. JJ,pyrnMVI cnoso-

MVI, KynbTYPH051 OHVIMOL.lVl51 He npocTo «OAywesn51eT » o6po3, o AOeT eMy cyAh6y,
VI He OAHY . HoppoTV1BHb1C1 KOK OH s MOAyce AVICKypcVIBHOilt npoKTVIKVI no3son51eT OT- I
•:S:
<(
cneAVITb npespow,eHVle o6po3o s nocnoHVle VI pocKpblTb onropVITM KynbTYPHOilt OHVl-
"'
:s:
q
MOL.lVIVI . Ocyw,ecrnn51eTc51 KynbTYPH051 OHVIMOL.lVl51 nocpeACTBOM y>t<e Vl3BeCTHblX HOM
98 ,D,V13All1H -KO,D, HAPPA TV1BHOIO KOKO HA

npaKH1K KOHTeKCTYOJH130l...1"1"1, HO ecn111 np111 C03AOH"1"1 A"1CKypc"1BHOll1 MOAen111 KOH-

TeKCTyan"130l...1"15l npo"1CXOA"1T B «na6opaTOpHblX » ycnOB"15lX, TO 3AeCb - B peanbHOM

speMeH111 111 npocTpaHcrne .

KaK cooTHOC>iTC>i KynbTYPHCSI CH"1MCU."1S1 111 peKnaMa? Lfro6b1 oTsernTb HO 3TOT
sonpoc, HOAO pa3o6paTbC>i c noH111MaH111eM peKnOMbl . KpaTKl-1111 o63op Ha1116onee
pacnpocTpaHeHH~x onpeAeneHl-1111 no3son>ieT B~Aen111Tb CTOHAOPTHYO CTPYKTypy :

B"1A Ae>iTenbHOCTl-1, COAep>1<aH111e 3Toll1 Ae>iTenbHOCTl-1, KOHeYHO>i L1enb. B KOYecTse

B"1AO Ae>iTenbHOCT"1 AOBOnbHO YacTo ¢111ryp111pyeT «111H¢opM111posaH111e », « onose~e­
H"1e », «03HOK0MneH111e ». C0Aep>1<0H111e Ae>iTenbHOCT"1 OK03b1saeTc>i n11160 TOBTO-
nornYHblM - «nocpeACTBOM nepeAOY"1 111H¢opMOL1"10HHb1x coo6~eH"1111 » , n11160 on111-
caTenbHblM - «cyrreCT"1BHo-paL1"10HOnbHOe B03Aell1crn111e », «06b>isneH111e, nepese -
AeHHOe HO >i3blK n0Tpe6111Ten>i » , n11160 soo6~e nponycKaeTc>i . YK030H"1e HO L1en111
scerAO eCTb - 3TO «ysen111YeH111e npOAO>K », «CT"1Myn111posaH111e c6blTO » , «C03AOH"1e
np111sneKOTenbHOCT"1 TOBOpa » , «no6y>KAeH111e B Bbl6opy » "1 T.n .

Ecn111 ocTas111Tb s cTopoHe onpeAeneH111>i peKnOMbl, Ype3MepHo pacw111p>io~111e

CMb1cn ( «B"1A 61113Heca »), 111n111, Hao6opoT, cy>1<00~111e ero ( «pa3n111YHb1e Meponp111>i-
T111>i, CT"1Myn111pyo~111e npOAO>Kl-1 ») I TO KnOYeBblM"1 cnOBOM"1 YO~e scero OK03blBOOT-
C5l: «111H¢opM111posaH111e», « coo6~eH111e » , «pacnpocTpaHeH111e cseAeHl-1111 », « onose~e­
H"1e » 111 «MapKeT111Hrosb1e KOMMYH"1KOL...1"1"1 ». ,D,anee s yToYHeH111>ix o YeM , co6cTseHHo,
«111H¢opM111posan111 », ¢111ryp111pyoT : «AOCT0"1HCTBO », «0Tn111Y111TenbHb1e oco6eHHOCT"1 »,
«KOYecrna » Tosapa, 111 KOK L1en111 - «nosb1weH111e np111sneKaTenbHOCT111 Toso pa », «C03-
AOH111e "1HTepeca, cnoco6crnyo~ero pean11130l...1"1"1 Tosapa », «CT111Myn111posaH111e c6b1-
TO », «nonyn>ip11130l...1"1 5l» , «C03AOH"1e 6naronp111>iTHoro sneYaTneH"1>i ».
Pa36poc npeACTasneHl-1111 0YeB111AeH: sap1110L1"1"1 6e3HOAe>KHO yCTapeswero «onna-
YeHHoro coo6~eH"15l 0 CBOll1CTBOX TOBOpO » COCeACTBYOT c 6onee OAOnT111pOBOHHbl-
M"1 K cospeMeHHoll1 peanbHOCT"1 ¢opMyn111posKOM"1 o «B"1Ae MOpKeT111HroBblX KOMMY-
H"1KOL...1"1111, cnoco6crnyo~eM C03AOH1110 y n0Tpe6111Ten>i 6naronp111>iTHoro sneYarne-
H"1>i 0 npOAYKTe ».
Ha noH111MaH111e peKnOMbl Hano>1<111no oTneYOTOK pacnpocTpaHeHHoe MHeH111e o Hell1
KO K o L...1"1H"1YHO M cnoco6e peweH111>i KOMMepYeCK"1X 30AOY . BnonHe o6ocHosaHHOe ,
Te M 6onee YTO KOYeCTBO peKnOMbl cerOAH>l OCTOBn>ieT >KenOTb nyywero. 3To MO-
>KeT nOK030TbC5l CTpOHHblM - BeAb pocT KOHKypeHL...1111"1 AOn>KeH 6b1n 6bl Tpe6oBOTb OT
pe KnOMbl see 6onbwell1 TOHKOCT"1 111 1113o~peHHOCT"1. Ho OK03anocb, YTO 111cKycHa>i

pe KnOMO BOCTpe6oBOHO TOnbKO HO cno>KHblX pblHKOX (AO "1 TO He seer AO) I a M OC-
 7. KYJlb TYPHA51 AHV1MAL(V151 CEMV10TV1YECKOil1 ,D,V1CKYPCV1BHOil1 MO,D,EJlVl 99

COBblill pblHOK c ycnexoM o6XOAV1TC51 6oHOnbHOCT>IMV1, K TOMY )Ke OTKposeHHO MO-

H1-1nyn>1TV1BHOro CBOillCTBO.
e:s:
<L

npV1B513KO peKnOMbl K MOCCOBOMY pblHKY C03AOeT TPYAHOCTl-1 c ee onpeAene-

"'
±.
>:S:
<{

HV1eM. Hos>i34V1Bble ynoMV1HOHV1>1 o Tosope, V13Aen1-1>1x, c6b1Te, nosb1weH1-11-1 npoAO)f( "'q

:s:

V1 T.n . CBOA>IT peKnOMY K KOMMep4eCKOil1 Ae>iTenbHOCTl-1 . 0AHOKO y)f(e c cepeAV1Hbl

npownoro seKO CTOn 04eBV1AeH Apyroill npeAMeT peKnOMHblX yc1-1n1-1il1, 40CTO soo6-

LL1e He V1Me10LL1V1il1 BV1AV1MOll1 CB513V1 c MOTep1-1onbHblM npOAYKTOM V1 ero npOAO)f(0MV1 .

OLL1yLL1eH1-1e Toro , 4TO peKnOMO eCTb He4TO 6onbwee, He)f(en1-1 « Hen1-1YH0>1 <t>opMo

06poLL1eH1-1>1 c wenblO c<f>opM1-1posoTb V1HTepec K Tosopy 1-1 crnMyn1-1posoTb ero c6b1T » ,

npV1BOAV1T see 40ll..le K OTK03Y OT COMOro cnoso « peKnOMO » B nonb3Y « npOABV1)f(e-

HV151 » 1-1n1-1 « MOpKeT1-1Hrosb1x KOMMYHV1KOL..1,V1il1 » .

I
•
V1cTOpV14eCKV1 nepBble V1 COMble 04eBV1AHble npo>isneHl-151 peKnOMbl KOK V1HTeHCV1BHO-

ro OAHOCTOpOHHero B03Aeil1CTBV151 HO n0Tpe61-1Ten>1 c KOMMep4eCKOil1 L..1,enblO, KOK HV1 "'

~
"'
0
CTpOHHO, AO CV1X nop COCTOBn>llOT OCHOBY cerOAH>IWHV1X npeACTOBneHl-1111 V1, COOTBeT-

CTBeHHO, npeAy6e)f(AeHV1il1 . 0T40CTV1 OHV1 OCTOIOTC>l cnpoBeAnV1BblMV1 An>! MOCCOBO- •

ro pblHKO, HO HeKoppeKTHbl B OTHOWeHV1V1 cnO)f(HblX pblHKOB, npeAnarOIOLLIV1X 3HOKO-

>-
Bblil1 npoAyKT. Ecn1-1 Mbl rosop1-1M o peKnoMe He npeAMeTos Moccosoro noTpe6neH1-1>1, cw
::r
I
0 AV130il1H-npOAYKTO, TO BHV1MOHV151 30Cny)f(V1BOIOT TOnbKO Te onpeAeneHV151, B KOTO- 0

pblX Knl04eBblMV1 cnoBOMV1 OK03blBOIOTC51 « KOMMYHV1KOL..l,V151 » V1 «Bne40TneHV1e » .

"'
PeKnoMo AV130il1H-npoAyKTo s c1-1ny era cnew1-1<!>1t1KV1 V1 oco6eHHOCTeil1 noTpe61-1Tenb- •
CKoi11 MOTV1BOL..1,V1V1 He MO)f(eT CBOAV1TbC>l K 803,D.ef!CTBHIO, HO 06>130TenbHO AOn)f(HO CTOTb I
0
cnoco6oM ycT0HosneH1-1>1 B30HMo,o.eftcTBH.R Me)f(AY TeM, KTO npeAnoraeT npOAYKT, "'
0

V1 TeM, KTO era noTpe6n>ieT. B30V1MOAeil1crn1-1e TOKoro poAO, npeAnonaro10LL1ee 06-

"'J5
•:S:
I
tD

MeH 1-1 0606LL1eCTsneH1-1e onb1To 1-1 L..1,eHHOCTeill, <f>1-1Kc1-1pyeTc>1 s noH>1rn1-1 KOMMYHV1KOL..1,V1V1 . ~

~
PeKnoMo AOn)f(HO 6b1Tb 3<f><f>eKrnsHoi11 KOMMYHV1Kou,1-1eil1, HO s cnyYoe AV130il1H- <{
I

npoAyKTo 3<f><f>eKTV1BHOCTb onpeAen>ieTC>l He « pOCTOM npOAO)f( ». ,lJ,o)f(e npV1 nep-

BOM np1-16nV1)f(eHV1V1 K peKnOMe HO cnO)f(HblX pblHKOX CTOHOB>ITC>l 04eBV1AHblMV1 ee 60- •

nee 4eM cepbe3Hble HOMepeHV151 - peKnOMO 3AeCb V1MeeT u,enblO He CV1IOMV1HYTHYIO

peOKL..1,V1IO-V1MnynbC, 0 ycTOHOBneHV1e np04HOil1, rny61-1HHOi11 V1 AOnrospeMeHHOill CB513V1

c noTpe61-1TeneM .

KoK V13BeCTHO, cnoso peKnoMo MO)f(HO nepeseCTV1 1-1 KOK « 303blBOTb », 1-1 KOK «co-

cpeAOT04V1BOTb » . nocneAHee TOnKOBOHV1e p03BOp04V1BOeT OT peKnOMbl KOK Yero-TO

I
>:S:
BHewHero I HOB5130HHOro - K peKnoMe co61-1pOIOLL1eil1, cocpeAOT04V1BOIOLl..leil1 HO CKpbl- <{

q"'
:s:
TOM B rny61-1He . 0TCIOAO npV1HL.J,V1nV10nbHOe OTnV14V1e peKnOMbl-V1H<!>OpMV1pOBOHV151 OT
100 LH13Ali1H-KO,D. HAPPATVIBHOIO KOKOHA

peKnOMbl-KOMMYHMKou,1-11-1. B nepsoM cny<-me peK!lOMO CBOAMTC5l K cTOHAOPTHblM npo-

u.eAypoM, s TO speM5l KOK peK!lOMO-KOMMYHMKOU,M5l KpeornsHo. B nocneAHeC1 To>Ke

np1-1cyTcTByeT TeXHO!lOrl-13M, HO cosepweHHO MHOrO POAO: B KOMMYHMKOTMBHOM npo-

CTpOHCTBe CTOHAOPTHble npou.eAypb1 He po6oTOIOT, 3AeCb Heo6xoAMMO Kpeorns-

H05l Ae5lTe!lbHOCTb no nepesoAy CTOHAOPTHblX AeC1CTBMC1 s CMTYOTMBHble. PeK!lOMO,

nOH5lT05l KOK KOMMYHMKOTMBH05l KpeOTMBH05l CTpoTern5l, OK03blBOeTC5l OYeHb 6!11-13-

KO KYllbTYPHOC1 OHMMou,1-11-1, Ho AO>Ke s 3TOM cnyYoe ocTOIOTC5l po3!1MYM5l. CocT05lT

OHM B C!leAYIOLJ..\eM :

• KYllbTYPH05l OHMMOU,M5l, B OT!lMYMe OT peK!lOMbl, He 5lB!l5leTC5l MOpKe-

TMHrOBOC1 KOMMYHMKOL.J,MeC1, nOCKO!lbKY npeACTOB!l5leT AM30C1H-npOAYKT

He CTO!lbKO HO pblHKe, CKO!lbKO B KYllbTYPHOM npocTpOHCTBe;

• KYllbTYPH05l OHMMOU,M5l MMMOHeHTHO npOAYKTY, OHO OKTyon1-131-1pyeT

M KOHTeKCTYOllM3MpyeT Te CM~Cfl~, KOTOp~e 30KfllOYeH~ B AM30C1H-

npOAYKTe . KynbTYPH05l OHMMOU,M5l KOK 6b1 « Bb1pocToeT » 1-13 ceM1-10-

T1>-1YecKoC1 AMCKypCMBHOC1 MOAeflM, B TO speM5l KOK peK!lOMO C03-

AOeT OT Ae!lbHOe CMb1cnosoe 06po3osoH1-1e, conposo>KAOIOLI..\ee npo-

AYKT HO pbtHKe s KOYecTBe KOMMeHTop1-15l. PeK!lOMO MMeeT Aeno c ro-

TOBblM npOAYKTOM, M ee KpeOTMB HOnposneH HO TO, YT06bl «06bl-

rpOTb » , « npeACTOBMTb» ero peonbHbte MflM s1-1pTyonbHb1e AOCTOMHCTBO,

o KYllbTYPH05l OHMMOU,M5l - 3TO npoAOfl>KOIOLI..\eec5l C03AOHMe npoAyK-

TO, OAMH 1-13 cnoco6os o6Hopy>KeHM5l 30KfllOYeHHOro B HeM u,enocT-

HOro o6p030. D,pyrnMM C!lOBOMM, KYllbTYPH05l OHMMOU,M5l He npOABM -

raeT roTOBb1C1 npOAYKT, o y4acrnyer s ero C03AOHMM;

• KYllbTYPH05l OHMMOU,M5l npeACTOB!l5leT co6oC1 oco6b1C1 cnoco6 KOHTeK-

CTYOllM30U,MM, AOIOLI..\MC1 so3MO>KHOCTb cso6oAHOro AeKOAMposoHM5l

nocnoHM5l O A pecoTOM . B OT!lMYMe OT peK!lOMbl, KYllbTYPH05l OHMMO-

U,M5l He AMKTyeT I KOK HOAO nOHMMOTb nOC!lOHMe, 0 BOB!leKOeT OApe -

COTO B KOMMYHMKOL.J,MIO HO n03MU,MM nO!lHOnpOBHOro nopTHepo, KOTO-

poMy npeA!lOrGIOT He 1-1rposy10 CMTYOL.J,MIO, 0 nO!lHOU,eHHYIO p03BMBO-

IOLI..\ yio cpeA y.

KynbTYPH05l OHMMOU,M5l HOAen5leT AM30C1H-npOAYKT CTOTycoM co6b1T1>-15l 1-1 TeM COMblM

AOeT so3MO>KHOCTb nonb30BOTenio soC1TM s 1-1cTop1-110, nepe>KMTb ee 1-1 BbtHeCTM HO-

 7. KYnb TYPHA51 AHV1MAL.lV151 CEMV10TV1YECKO~ D,V1CKYPCV1BHO~ MOD,EnV1 101

Bb1C1 onb1T. B MOAern-1 HoppornsHoro KOK OHO pocKpb1soeTC5l npespow,eH111e Happa/.lHH,

n03BOJ15llOW,eC1 nOJlb30BOTelllO CTOTb CB111AeTeJleM HeKOTOporo onocpeAOBOHHOro co-

e
.,,~
6blH15l, s nep</JoMO/.lHJO, cnoco6Hy10 CAellOTb ero yYOCTHll1KOM HenocpeACTBeHHoro ±
•:S:
<(

06w,eH1115l . Wenb TOKoro npespow,eHll15l - o6ecne4111Tb 6b1CTpoe 111 nponoHrnposoHHOe "'

:s:
q
AeKOA111posoH111e no!lb30BOTeneM 30llO:>t<eHHoro B npOAYKTe A11130C1H-KOAO.

B coMoM Tpe6osoH111111 ecTb nopoAOKC - n11160 6b1CTpo, n11160 nponoHr111posoHHO,

n11160 cpo3y, n11160 nocTeneHHO . Ho A11130C1Hep AO!l:>t<eH 3TY All1XOTOM11110 CH5lTb, KOK

OHO CHll1MOeTC5l BO sneYOT Jl8Hll1111: nyTb K sneYOT JleH111IO TepH111CT 111 AOJlOr I HO cosep-

woeTC5l OHO s OA111H MoMeHT Y3HOBOHll15l AOBHO 1113secTHoro . KoA AO!l:>t<eH C4111TOTb-

C5l 6~cTpO, nOCKOJlbKY OH B111AeH, KOK B111AHO KOneJlbKO B03AYXO B Kp111CTOJ1Jle, HO

OH AOn:>t<eH C4111TblBOTbC5l A Omo, nocKOllbKY COM npowecc po3rn5lAblBOHll15l 3TOC1 KO-

I
nenbKll1 - YAOBOllbCTB111e, seAb s npowecce TOKoro po3rn5lAblBOHll15l OHO MeH5leT wseT,

OYepTOHll15l, Apo6111TC5l B rpOH5lX, nponoAoeT 111 no5lBJ15leTC5l ... 3To 111 ecTb 3CTeT111Ye-

CKOe YAOBOJlbCTB111e OT Y3HOBOHll15l 1113BeCTHoro, np111BHOC5lW,ee B 3TO « 1113BeCTHOe » HO-

soe KOYecrno .

KynbTYPH05l OHll1MOW1115l , KOK 111 peKnoMo, 5lBJ15leTC5l KOMMYHll1KOTll1BHOC1 TexHono-

,__
rnei/1 sanopH30/.lHH o6p030, HO B OTJ11114111e OT peKJlOMbl 3TO 03H0408T He « HOA8Jle- cw
::r
I
H111e » o6beKTO weHHOCTblO, o sosne'-leHHe nOJlb30BOTeJ15l s C03AOH111e weHHOCT111. TOK, 0

KYllbTYPH05l OHll1MOW1115l yyocrnyeT s npo1113seAeH111111 oypb1. B A11130C1He oypo MeTOA1114-

"'
HO C03AOeTC5l B npowecce ceMll10Tll14eCKOrO 111 All1CKypC111BHOro M OAen111pOBOH ll1 5l, HO

5lBlleH111e oypb1 B03MO:>t<Ho TOJlbKO s peonbHOC1 KOMMyH111Kow111111. Aypo - He 0Tp1116yT I

0
o6beKTO 111 He MO:>KeT 6b1Tb « npeAOCTOBJleHO » nOJlb30BOT8JllO I - OHO nOA06HO 111C- 0"'
Kpe, B03H111Ko10w,ell1 np 111 scTpeYe no!lb30BOTeJ15l c o6po3oM. OpraH1113ow111ell1 3TOC1
"'
•:S:
::0
I
co
« BCTpeY111 » 30Hll1MOeTC5l KYllbTYPH05l OHll1MOW1115l . ~
g:_
c..
<(
I

7.2 . KPEATV1BHblE TEXHOnOrV1V1 KYnbTYPHOl/1 AHV1MAL.lV1V1

KynbTYPH05l OHll1MOW1115l - 3TO cnoco6 npeACTOBJleH1115l All130ll1H-npoAyKTO. C10:>t<eT TO-

K O M Y npeACTosneH11110 30AOeT nereHAO ( ceM111ornYeCK05l All1CKypc111BH05l MOAellb), HO

APOMOTll13M , o 3H04111T, 111 c111no B03Aell1CTBll15l, 30Bll1C5lT OT 11cr1onHeHH>1. Ky !lb TYPH05l

OHll1MOWll15l KOK cnoco6 BO!l0p11130W111111 o6p030 peon1113yeTC5l nocpeACTBOM T8XHOJ10r111C1

COKpam130U,"1"1 111 ee np01113BOAHOC1 - Ae/ pe-caKpa11H30U,"1"1 cpeACTBOMll1 C111HTarMOH1- I

•:S:
<(
4eCKOll1, nopoA111rMoT111YecKoC1 111 111HAeKc1114ecKoll1 K OHTeKcTyon1113ow111111 . C0Kpon11130W1115l
"'
:s:
q
03HOYOeT nepeseAeH111e Yero-n11160 s poHr oco6oll1 weHHocrn, o Ae / pe-c0Kpon1113ow1115l -
102 JJ,V13All1H-KOJJ, HAPPA TVIBHOIO KOKO HA

npou,ecc 06eCL.-1eHV1BOHV15l, KOTOpbii/1 OK03blBOeTC5l ycnOBV1eM V1 OCHOBOHV1eM B03Bpo-

U-leHV15l onpOU-1eHHOro B c¢epy COKpO!lbHOro.

TeopeT1-1YecKoil1 6030111 Afl5l nOHV1MOHV15l TexHonor1-1il1 c0Kpon1-13ou,1-11-1 1-1 Ae/pe-

c0Kpon1-13ou,1-11-1 MoryT cny)f(V1Tb 1-1ccneAOBOHV15l 6 . I poil1co, noCB5lU-1eHHb1e npou,ec-

cy sonop1-13ou,1-11-1 s cospeMeHHOM 1-1cKyccTBe . ApT-o6beKT secbMO 6n1-130K AV130il1H-

npoAyKTY , no3TOMY KOMMYHV1KOTV1BHb1e TexHonorn1-1 1-1x npeACTOBJleHV15l so MHOroM

noXO)f(V1, HO He V1AeHTV14Hbl . 6031-1py 5lCb HO OAHV1X np1-1Hu,1-1nox, KY!lb TYPH05l OHV1MOL.J,V15l

s TOM 1-1 s ApyroM cnyyoe V1MeeT cso10 cneu,1-1¢1-1Ky. B AV130il1He KY!lbTYPH05l OHV1MOL.J,V15l

BKJll04eHO B npou,ecc C03AOHV15l npOAYKTO, B TO speM5l KOK B V1CKYCCTBe OHO V1Me-

eT rop03AO 60JlbWYIO CTeneHb CB060Abl, OT4ero COMO CTOHOBV1TC5l opT-npou,eccoM .

Cs5l30HO 3To co cnoco6HoCTblO cospeMeHHoro 1-1cKyccTBo coo6U-10Tb YeMy-n1-160

u,eHHOCTb COMV1M cPOKTOM npV1H5lTV15l B ce65l:

«J1cKyccrao He 3axoreno 6onee u306pa>1<arb unu ucnonb30BOTb ,an51 ceo-

eu npOKTJ1KJ1 TO, L/TO y>Ke noMUMO Hero nony4Uf70 COKpOflbHYIO, u,aeono-
ru4ecKy10, x y ,£/O>KecTBeHHYIO J1f7J1 npocro 60flbWYIO ,aeHe>KHYIO 4eHHOCTb,
KOK 3TO 6bmo npe>K,ae. BMecro 3roro ucKyccrao npoeo3rnacuno co6-
craeHHYIO BflOCTb coo6l.140Tb 4eHHOCTb Bel.140M COMUM OKTOM npUH51TJ151 ux
e ce651, OKTOM ux, ecnu yro,aHo, «apru304uu»... Ha rpa,au4uoHHOM pbtHKe
,£1f751 B03HJ1KHOBeHJ151 4eHHOCTJ1 Heo6xo,aUMO, 4T06bt He4TO 6b!f70 npOU3Be-
,aeHO u npu 3TOM Bbt3aano cnpoc. Ha xy,ao>KecraeHHOM pbtHKe ,aocraroLJHO
peweH/.151 Bbt6parb onpe,aeneHHbtJ1 npe,aMer U3 noroKa >KU3HU u npu,aarb eMy
4eHHOCTb 8 K04ecrae npOU3Be,aeHJ151 UCKYCCTBO, 4T06bt OHO ,aeJ1CTBUTeflbHO
803HJ1Kf70 ... 4 eHHOCTb 803HJ1KOeT He /.13 rpy,aa, He /.13 y ,£/OBfleTBopeH/.151 no-
rpe6HocreJ1, a a pe3ynbrare nepeao,aa npe,aMera e ,apy rou nnaH, 3KcnoHu- I
PYIOL.14UJ1 ero, MeH51JOL.14UJ1 ero Mecro a KYflbrypHoJ1 uepapx uu u 30CTOBf751JO-
L.14UJ1 nocMorperb HO Hero ,apyruMu r na30MU»1 •
)
Ky !lb TYPH05l OHV1MOL.J,V15l s AV130il1He OTYocrn snaAeeT TOKOll1 «Mornei/1 coo6w,eHV15l u,eH-

Hocrn » . T exHonorn1-1 c0Kpon1-13ou,1-11-1 1-1 Ae I pe-caKpon1-13ou,1-11-1 npeACTOBJ15llOT co6oi11

pe3y !lb TOT onepou,1-10HOJ1V130L.J,V1V1 KY !lb TYPHblX npaKrnK, OCHOBOHV15l KOTOpb1x 6. I poil1c
BV1AV1T B « HernTV1BHOil1 Teonorn1-1 » , HO npoT5l)f(eHV1V1 CTOJleT1-1!11 onpeAefl5l10w,eil1 xopoK-

Tep esponeil1CKOil1 L.J,V1BV1J1V130L.J,V1V1. n1060Bb K 6eAHOMY V1 OTBep)f(eHHOMy KOK MeTOcPO-

pOM c0Kpb1Toro nerna B ocHosy « 3CTeTV1KV1 cocTpOAOHV15l » , B KOTopoi/1 )f(eprna nony-

rpoi:1c Ei . V1cKyCCTBO YTOm>H1. - M .: V13 A -BO «XyA O>KeCTBeHHbi i:1 >t<yp Han», 2003. c. 263- 267.
 7. KYJlb TYPHA51 AHV1MAL.lV151 CEMV10TV1LJECKOill DV1CKYPCV1BHOill MODEJlV1 103

YoeT oypy 1-1 weHHOCTb V1MeHHO scne,o,cTBV1e co Moil! >1<eprnb1 2. B 3Toill «3CTeT1-1Ke co-
e:s:
cTpo,o,oHV1~ » ,o,e-c0Kpon1-13ow1-1~ KOK yH1-1>1<eH1-1e , yMoneH1-1e, onpoll..leH1-1e scer,o,o oKo- 0..
u:i

3blBOeTc~ pe-coKponV130l...IV1eill - o6peTeHV1eM ,IJ,OCTOV1HCTBO yepe3 CTpO,D,OHV1e. ±.

•:S:
<(
(Y)

B KY m TypHoill OHV1MOL..IV1V1 ,D,V130il!H-npo,o, yKTo TexHonorn~ ,o,e I pe-coKponV130l...IV1V1 :s:

c::[

YOL!..le scero peon1-13yeTc~ KOK 3crer113aqHR y6oJKecrsa. ,D,1-130C1H - 3TO cso6o,o,o,

0 cso6o,o,o KOHHOTV1pyeTC~ «6e,o,HOCTblO », sepHee, «y6o>KeCTBOM », 1-160 6e,o,-
HOCTb YV1TOeTc~ KOK 0TcyTcrn1-1e (,o,eHer, co6cTBeHHOCTV1, 6nor), o y60>1<ecTso
KOK np1-1cyTCTBV1e (6ecKOpb1CTHOro C03epl...IOHV1~, npV1MV1peHV1~ c MV1pOM, o6peTe-
HV1~ cso60,o,b1).
UeHHOCTb ,o,1-130C1Ho 30KnlOYOeTc~ B ero cnoco6HocT1-1 nposow1-1poBOTb co6~T1-1e
V1 TeM ,o,e60HOnV13V1pOBOTb MV1p. ,D,n~ ,D,V130il!Hepo ,D,V130il!H - 3TO npopbiB K cso6o,o,e,
I
peonV130l...IV1~ cso6o,o,Horo TBOpYeCKoro BV1,D,eHV1~ Yepe3 npV13MY V13BHe 30,IJ,OHHOfO KOH-
(Y)

wenTO, ,o,n~ nonb30BOTen~ ,o,1-130C1H - 3TO Bb16op cso6o,o,Horo YenoseKo, BblCTpo1-1so10- ;:[_
u:i
0
Ll..lero csoill 6n1-1>1<H1-1ill MV1p B co3syY1-11-1 c COMV1M co6oill. Cso6o,o,o oK03blBOeTc~ KnlO-
Yesoill weHHOCTblO B ,IJ,V130il!He, 0 B onpe,o,eneHHOM cerMeHTe cospeMeHHOill KynbTY-
pbi V1MeHHO y60>1<ecrno, o He npowseTOHV1e 1-1 6narococTO~H1-1e, ocToeTc~ MOpKepoM
r-
( V1HOr ,IJ,0 HeOC03HOBOeMblM) V1HTenneKTyonbHOill V1 ,o, yxoBHOill CB060,o,bl. eLI.J
:r
:r:
Y60>1<ecrno KOHHOT1-1pyeT He TOnbKO cso6o,o,y, HO V1 coKponbHOe - TO, YTO, «y Eioro» 0
"'
1-1n1-1 «OT Eiora »: 6e,o,Hoe, ornep>t<eHHoe, ocMe~HHoe V1 yH1-1>1<eHHOe OK03blBOeTc~ V13-
6poHHblM, np1-106Ll..leHHblM K Bb1cweMy 3HOHV1IO. He cnyYoil!Ho y6or1-1e so MHor1-1x Kynb-
Typox - npoBV1Al...lbl. Po3yMeeTc~, B KynbTYPHOill OHV1MOL..IV1V1 ,o,1-130C1H-npo,o,yKTo peYb :r:
0
V1,D,eT He 0 6yKBOnbHOM, 0 06 3CTeTV13V1pOBOHHOM, 0 3HOYV1T - ycnOBHOM y6o>Kecrne . 0"'
"'
•:S:
::0
B KynbTYPHOill OHV1MOL..IV1V1 TexHonorn1-1 coKponV130l...IV1V1 V1 ,o,e/ pe-c0Kpon1-130l...IV1V1 peon1-1- :r:
c:i
:s:
>--
3y10Tc~ nocpe,o,crnoM TOKV1X TeXHV1K, KOK « HcTopH3CU,HSI » , « nepcoHHcpHKau,Hsi » , «Apa- ~<(
:r:
MCTH3CU,HSI », «apTH3au,Hsi »:

• «HCTOpH3CU,HSI » p03BOpOYV1BOeT o6po3 B o6poTHOC1 nepcneKTV1Be no-

cpe,o,CTBOM CV1HTOrMOTV1YeCKOC1 KOHTeKcTyonV130l...IV1V1 c OKL..leHTOM HO
;:[_
«npownoe »; >-
<(

• «nepcoHHcpHKCU,HSI » npe,o,cTosn~eT co6oill sop1-10HT «V1CTOpV130l...IV1V1 », HO

« V1CTOpV1~ » cse,o,eHo K 61-1orpocp1-11-1 nV1YHOCTV1, YOL!..le scero nV1YHOCTV1 ,o,1-1-

30C1Hepo;
:r:
•:S:
<(
(Y)
:s:
c::[
2 foM >Ke. C. 278- 279.
104 DV13Ail1H -KOD HAPPATVIBHOIO KOKOHA

• «ApOMOTH30U,HSI » eo3gOeT 01TYOLJ,V1IO p03b1rpb1SOHV15l HeKOTOporo npeg-

eTosneHV15l ssegeHV1eM nopog1.-1rMOTV1YeeKoro KOHTeKeTo, npegnaro5l

oeMb1en1.-1soTb see geC1eTSV15l s eooTHeeeHHOeTV1 e gpyrnMV1;

• «apn-13au,HS1 » eo3goeT soKpyr AV130C1HepeKoro o6po3o opeon xygo:>t<e-

erneHHoro 5lSJleHV15l noepegeTSOM V1HAeKeV1YeeKOC1 KOHTeKeTyOllV130L.J,V1V1.

Ho1.-16onee pe3ynbTOTV1SHOC1 5lsn5leTe5l TexHV1KO «opTV130L.J,V1V1 », KoTopo5l eTono w1.-1po-

Ko V1enOJlb30SOTbe5l s eV1TYOL.J,V1V1 e6n1t1:>KeHV15l AV130C1HO e V1eKyeeTBOM. ,lJ,V130C1H V1 V1e-

KyeeTBO poAHV1T 06L1..105l eTV1XV15l eso6ogHoC1 rnopYeeKoei 1.-1rpb1, CTpeMneHV1e yeirn OT

npeee1t1Hra He06XOAV1MOern. «Aprn30Ll,V15l » OKL.J,eHrnpyeT MOMeHT eso6ogHoro TBOp-

YeeTBO, npegeTOSJl5l5l AV130C1H-06beKT npOV13SegeHV1eM V1eKyeerno, YeM-TO He OT Mrtpa

cero, sHe 30Hbl oYeSV1AHOeTV1, o 1t1Horgo V1 sHe 30Hbl 3gposoro eMb1eno . Begb npo-
V13segeHV1e 1t1eKyeerno 6eenone3HO s TOM eMb1ene, YTO He np1t1Hoe1.-1T HV1Yero, Kpo-

Me «BbtCOLfaftweft 4eHHOCTH nepe>KusaeMbtX 6naro11ap.R eMyMoMeHTOB» (0. YoeinbA).

npOV13SegeHV1e V1eKyeeTBO MO:>KeT soenpV1HV1MOTbe5l He TOJlbKO KOK eOMOL.J,eHHOeTb,

HO V1 KOK npegMeT KOJllleKL.J,V10HV1pOSOHV15l, o6beKT V1HTenneKTYOllbHOC1 V1rpb1 V1 T. A .

B 3TOM eMb1ene «OpTV130L.J,V15l » enoeo6Ho V1HAYL..1,1t1pos0Tb «MHoroso3MO:>t<Hble » eMble-

llbl SOKpyr AV130C1H-npogyKTo . 0AHOKO AV130171Hy HV1KOrgo He yeirn OT cPYHKLl,V10HOllb-

HOeTV1, ero eTpeMJleHV1e K ynogo6neHV1IO V1eKyeerny eeTb TOJlbKO 1t1rpo: KOK TOllbKO

AV130C1H-npogyKT eToHeT opT-06beKTOM, OH nepeeToHeT 6b1Tb AV130C1H-npogyKTOM.

Ho MeYTO o rnopYeeKoei eso6oge seer go 6ygeT V1 AOll:>t<HO :>t<V1Tb s AV130C1Hepe.

Kynbr ypH05l OHV1MOL.J,V15l - 3 TO e no>KHoopraH1t1 3osoHHb1C1 KOMMYH1t1KarnsHb1C1 npoL.J,eee,

yeneWHOe oeyL1..1eeTSJleHV1e KOTOporo 30SV1eV1T OT KOYeeTBO nereHAbl. noeKOJlbKY S Jle-

reHge 30cPV1KeV1pOSOHO eeMV10TV1YeeK05l AV1eKypeV1SH05l MOAellb o6po30, OHO eny-

>KV1T TOC1 eOMOC1 «eV1JlbHOC1 ¢opMOC1 » I enoeo6HOC1 s eoMoei ee6e nopO:>t<AOTb eMble-

Jlbl. Ho Afl5l Toro YT06b1 noTeHu,1.-1onbHOe eTono OKTYOllbHblM, nereHge Hy:>t<eH V1M-

nynbe V1 epego eyL1..1eeTsosoH1t15l. V1 TO, V1 gpyroe 06eeneY1.-1soeT KYllbTYPH05l OHV1MO-

L.J,V15l, KOTopo5l goeT nereHge «Ab1XOHV1e » , noggep:>t<V1S05l V1 pa3s1.-1so51 ee V1HTeHL.J,V1IO

K eMblellOTBOpYeeTBy.
nereHAO OeTOeTe5l OpV1eHTV1pOM - OHO 30AOeT KOHTpOllbHble eMblellOSble TOYKV1,

no KOTOpblM S03MO>KHO csepKO gorosopeHHOeTeei V1 V1HTepnpeTOL.J,V1C1, S03HV1KOIOL1..1V1X

s npoL.J,eeee KOMMYHV1KOLJ,V1V1. B OTllV1YV1e OT 6o3osoro HoppoT1t1so, npegeTosn5l10L1..1ero

eo6oe1 po60YV1C1 MOMeHT V1 npeAH03HOYeHHOro Afl5l npo5leHeHV15l o6po30, nereHAO -

3TO HOppOTV1S Afl5l ny6nV1YHOC1 «AeKJlOMOL.J,V1V1 ». 3HOYeHV1e V1MeeT He TOllbKO ee eo-

gep:>t<OHV1e, HO 1.-1 eTV1llb V13llO:>t<eHV15l. ,LJ,pyrnMV1 enosoMV1, s nereHge so:>t<HO He TOllbKO
 7. KYnb TYPHA5l AHV1MAL.lV15l CEMV10TV1YECKO~ ,D,V1CKYPCV1BHO~ MO,D,EnV1 105

«'-lT0 »1 HO 1-1 « KOK » . nereHAO, HOnl-1COHH051 rpy6b1M, HOnblll..\eHHblM 513blKOM, 30rpy>KeHH051

B
cnoBeCHblMl-1 wo6noHOMl-1, np1-1noraTenbHblMl-1 B npeBOCXOAHblX CTeneH51X 1-1 o6opOTOMl-1- ~
LO

«nop031-1TOMVI>>, c He1-136e>KHOCTb10 nosneYeT synbrapHoe 1-1cnonHeH1-1e. :t

•:S:
<
Ecn1-1 s nereHAY 3ono>K1<1Tb coorneTCTBYIOll..\1-1C1 pecypc HO 3Tone Al-1CKypc1-1sHoro MO- ""
:s:
C{

Aen1-1posoH1<15! o6po3o, KynbTYPH051 OHl-1MOL..ll-151 CMO>KeT cnpOBl-1TbC51 co csoee1 OCHOB-

HOC1 30AOYeC1 - C03AOTb TOKOe KOMMYHl-1KOTl-1BHOe npocTpOHCTBO, B KOTOpOM nonb-

30BOTenb YYBCTBOBOn 6bl ce651 nonHonpOBHblM YYOCTHl-1KOM npowecco CMblCnoo6po-

30BOHl-151.

Po3yMeeTc51, np1-1 ocyll..\ecrnneH1-11-1 KynbTYPHOC1 OHl-1MOL..ll-11-1 cneAyeT yY1<1TblBOTb rnn

n0Tpe61-1Ten51, nocKonbKY KynbTYPH051 OHl-1MOL..ll-151 C03AOeT 3MOL..ll-10HOnbHO-CMb1cnosoe

none, no3son5!10ll..\ee n0Tpe61-1Tenio Bbl51Bl-1Tb AOCT01<1Hcrno csoee1 HOTypb1 1-1n1-1 06Ho-

I
py>K1-1Tb 6onee np1-1sneK0TenbHY10 sepc1-1io caMoro ce6-R.

TOK, l-1Ml-1TOTop, socnp1-1H1<1MOIOLI..\1<1C1 Al-130C1H-npoAyKT KOK 3<j:><j:>eKTHb1C1 0Tp1-16yT, rnro- ~""

LO
0
TeeT K «npo3AHl-1YHOC1 » , nOH51THOC11-1 OTKpb1ToC1 <j:>opMe KynbTYPHOC1 OHl-1MOL..ll-11-1 . 3AeCb

cneAyeT 1-1cnonb30BOTb TeXHOnOrnlO COKpOnl-130l...ll-11-1 1-1 Bb161-1pOTb TeXHl-1Kl-1 «l-1CTOp1-130-

l...ll-11-1 » 1-1 «nepcoH1-1<j:>1-1KOL..ll-1l-1 ».

f-
,D,n51 «cno>KHoro » n0Tpe61-1Ten51, HonpoT1<1B, KynbTYPH051 OHl-1MOL..ll-151 AOn>KHO npeA- cLU
::r
I
CTOBn51Tb co6oe1 HeKoe TOC1Hoe Aee1CTBO An51 noCB51ll..\eHHblX, 1-160 co6crneHHYIO l-136poH- 0
"'
HOCTb OH >KenoeT nOATBepA1-1Tb HeAOCTynHOCTblO A1-130C1H-npOAYKTO. npeACTOBneH1-1e

Al-130C1H-npoAyKTO KOK 3KCKnl031-1BHOC1 weHHOCrn Tpe6yeT l-1CKYCHOC1 nereHAbl co CKpbl-

TblMl-1 KOAOMl-1 1-1 KOMMYHl-1KOTl-1BHOC1 TexHonorn1-1 Ae I pe-c0Kpon1-13ow1-11-1, oco6eHHO 3<j:>- I

0
<j:>eKT1<1BHb1 s 3TOM cnyYoe TexH1-1K1-1 « ApOMOTl-130l...ll-11-1 » 1-1 « opT1-130l...ll-11-1 ». KynbTYPH051 OHl-1- "'
0
"'
•:S:
MOL..ll-151 B 3TOM cnyyoe npeACTOBn51eT Al-130C1H - npoAyKT KOK np01-13BeAeH1-1e, KOK npo- J5
I
c:J

5!BneH1-1e cso6oAHOro Ayxo, npeHe6per010ll..\ero 3APOBblM CMb1cnoM, pocYeToM 1-1 co- ~

~
(l_

06po>KeH1<15IM1-1 BblrOAbl . Tor AO B C03AOHHOM eio none «cno>KHblC1 » n0Tpe61-1Tenb no- <
I

yyscrnyeT ce651 CB060AHblM YenoBeKOM, OTK030BWl-1MC51 OT p03YMHOC1 l-1HBeCTl-1l...ll-11-1

s Bell..\b s nonb3Y 6e3yMHoC1 1-1HsecT1<1l...ll-1l-1 s nocTynK1-1 1-1 co6b1rn5I. B 3TOM cnyYoe 3¢-

<j:>eKrnBHOCTb KynbTYPHOC1 OHl-1MOL..ll-11-1 6yAeT onpeAen51TbC51 TeM, HOCKOnbKO OHO cno-

co6Ho BOCC03AOBOTb «0'-IOpOBOHHe 6eCL.1enbHOH urpbt» (B. 3oM6opT) I 30KnlOYeHHOC1

B A1-130C1H-npoAyKTe.

KpeoT1<1BHb1e TexHonorn1-1 soo6ll..\e 1-1 KynbTYPHOC1 OHl-1MOL..ll-11-1 s Yocrnocrn scerAO Tpe-

6yioT Cl-1TyornBHOro npOYTeHl-151 1-1 rn6Koro nOAXOAO. v1cnonb30BOHl-1e npoKrnK Kynb-

I
•:S:
TYPHOC1 OHl-1MOL..ll-11-1 npeAnonoraeT KpeoT1<1 BHoe AeC1cTs1-1e . 3¢¢eKrnBHOC1 po6oTe noMo- <
""
:s:
C{
>KeT co6n10AeH1-1e npasHn : «OTKpblTOH nereHAbl », «CKpb1Toro KOAO », «CHsintsi na<f>oca ».
106 JJ,V13All1H-KOJJ, HAPPA TV1BHOIO KOKOHA

3n1 npasV1na AOnonH5llOT Apyr Apyra, npeAOeTepera5l OT >KeeTKoern, np5lMOnV1-

Het71HoeTV1 V1 OAH03HOYHoern, yeTpOH5llOLl..\V1X He TOnbKO AV1eKypeV1sHyio eso6oAy, HO
V1 eaMy KOMMYHV1KOrnBHYIO eV1Tyau,V110. CneAOBOHV1e npasV1naM KynbTypHot71 OHV1MO-
L.J,V1V1 n03BOnV1T V136e>KOTb TOKV1X YOeTblX OWV160K, KOK paeeornaeosaHHOeTb npV1 V1e-

nonb30BOHV1V1 V1HeTpyMeHTOB V1 eseAeHV1e KynbTYPHOro KOHTeKeTa K V1H<j>opMOL..1,V10H-

HOMy eonpOBO>KAeHV1IO .

npaBV1nO «OTKpblTOH nereHAbl» » HOnOMV1HOeT 0 TOM, '-!TO KynbTYPH05l OHV1MOL..1,V15l AOn>K-

HO eo3AOBOTb yenoBV15l An5l noeT05lHHoro YMHO>KeHV15l sepeV1171 nereHAbl. Pa3yMeeTe5l,

B nereHAe y>Ke AOn>KHO 6b1Tb 30nO>KeHO OTKpblTOeTb An5l noeT05lHHOro nepeo3H0-

4V1BOHV15l, V1 KynbTYPH05l OHV1MOL..1,V15l npV13BOHO ee nOAAep>KV1BOTb. npasV1nO «OTKpb1-

TOt71 nereHAbl » n03BOn5leT npeOAOneBOTb V1Hepu,V10nbHOe eTpeMneHV1e K OAH03H04HO-

eTV1 V1 30BepweHHOeTV1.

npasV1nO «CKpblTOrO KOAO » B03BpOLl..\OeT K He06XOAV1MOern eoxpaHeHV15l AV1eKypeV1BHOt71

eso60Abl. ,0,n5l Yero V1 Tpe6yeTe5l AenOTb, K030nOeb 6bl, CTpOHHble Beli..\V1 - yeno>K-

H5lTb nOHV1MOHV1e o6pa3a, YBOAV1Tb OT eMblena, 30TPYAH5lTb eYV1TblBOHV1e KOAO ero

HOMepeHHblM «eoKpb1TV1eM ». Ho V1HOYe He e03AOTb eV1Tyau,V110 sneYaTneHV15l.
noTpe6HOeTb B npOAYKTe YAOBnernop5leTe5l OKTOM noTpe6neHV15l npOAYKTO, HO
eenV1 npOAYKT - 3TO noenaHV1e, yAosnernopeHV1e npV1HeeeT TOnbKO npou,eee npOLJTeHU51
3TOro noenOHV15l, npV14eM 30V1HTepeeoBOHHOro V1 eaMOeT05lTenbHOro. 3aKOAV1POBOHHOe

noenOHV1e Tpe6yeT An5l esoet71 paewV1<j>pOBKV1 BHV1MOHV15l V1 yeV1nV15l, KOTOpb1e rOTOB5lT

noysy An5l sneYaTneHV15l, noToMy YTO sneYaTneHV1e - 3TO V1 o3apeHV1e, V1 pe3ynbTOT

AywesHoro TPYAO.

npOBV1nO «CHSITHSI na<f>oca » npeAOeTeperaeT OT V13nV1WHero ysneYeHV15l npou,eeeoM.

Bee >Ke KynbTYPH05l OHV1MOL.J,V15l - 3To npe,L1crasneHue, KOTopoe Tpe6yeT xonOAHOl71
ronOBbl V1 noeT05lHHoro KOHTpOn5l.

nPl-iMEPOM KYnbTYPHOC1 AHl-iMAL.J,1-11-1 MO>KeT eny>KV1Tb KOMMYHV1KOTV1BH05l

CTpmern5l npeAernsneHV15l fashion-npOAYKTO Brunello Cucinelli. nereHAO
Brunello Cueinelli BKnlOYOeT s ee65l see Heo6xOAV1Mb1e 3neMeHTb1: «V1eTo-
pV110 », V1HenV1pOL..1,V1V1 V1 MeTa<j>V13V1YeeKV1e peMV1HV1eu,eHL.J,V1V1. BoT ee oeHos-

Hoe eoAep>KOHV1e:
5pyHenno KyYV1HenV1 - HeAOYYV1BWV1'71e5l eTyAeHT V1 HaeneAHV1K MO-
neHbKOro eeMel71Horo npeAnpV15lrn5l s ropOAKe ConoMeo - HOYV1HOeT 30-
 7. KYnb TYPHA 51 AHV1MAL(V151 CEMV10TV1YECKOll1 JJ,V1CKYPCV1BHOll1 MOJJ,EnV1 107

HV1MOTbOI npoV13BOACTBOM TPV1KOTO>KHblX V13Aen1-1C1. YsneYeHHbllll MOAHOC1

B 70-e r0Abl npownoro BeKO >KV13HepOAOCTHOC1 L.J,BeTOBOlll rGMMOlll MOpKV1

Colours of Benetton, 6pyHenno K yY1-1Henn1-1 pewoeT no3Kcnep1t1MeHrnpo-

BOTb B TOM >Ke Ayxe c AOporV1M MOTep1t1onoM - KoweM1t1poM. KoMnOHV151

H04V1HOeT 6b1CTpo po3BV1BOTbOI, np1t1sneK05I >KV1TeneC1 ConoMeo K COTPYA-

HV1Yecrny . 0THOWeHV151 B KOMnOHV1V1 CTp051TC51 no npV1HL.J,V1ny ceMelllHblX:

HeT HOpMV1pOBOHHOro po6oYero AH51, see BMeCTe 30HV1MOIOTC51 KOHTpo-

neM KOYecrno - ABO po3o s roA KO>KAblll! COTPYAHV1K ¢06p1t1KV1 nonyYo-

eT no KOWeMV1pOBOMY CBV1Tepy V13 npo6Horo BblnycKO HOBOlll KOnneKL.J,V1V1

V1 Yepe3 HeKoTopoe speM>1 poccK03blBOeT o npou,ecce HOCKV1 V1 crnpKV1.

B ¢0Tocecc1t1>1x An>1 peKnOMHblX KOTonoros yyocrny10T noMV1MO coMoro

I
6pyHenno K yY1t1Henn1t1 po60THV1KV1 ¢06p1t1KV1 V1 n10AV1, TOK V1nV1 V1H04e np1t1-

YOCTHb1e K npou,eccy, Honp1t1Mep, MOHronbCKV1e nocTyx1t1 V1 V1X AOMOYOA-

L.J,bl. CoM 6pyHenno K YYV1HennV1 seer AO B u,eHTpe co6blTV1111 .

npoBeAeM peKOHCTYKL.J,V1IO ceMV10TV14eCKOC1 MOAe nV1 no nereHAe . ConoMeO I V1nV1

(( ceMbfl>> - nepBblll! CMblCnOBOC1 MOpKep I BTopolll - «Aparo4eHHOCTb» - KOWeMV1p co I-
C
LI.J
CBOV1MV1 V1CTOp1t1>1MV1 06 YHV1KOflbHblX csolllcTsox, 3K30TV14HOCTV1 MecT nonyYeHV151 Cb1- :::r
I
0
pb>1 - T1t16eTo, M0Hron1t11-1, K1t1T0>1, o TPYAe noCTyxos V1 T. n. Tpernlll MOpKep - «luxe»,
"'
noA KOTOpb1M nOHV1MOeTc>1 V1CKYCHb1C1 pyYHOlll TPYA, BblCOYolllwee KOYecrno MOTepV1-

ono, orpOHV14eHHOe KOnV14eCTBO V1 «6noropOACTBO » MOpKV1.

I
Kn10YeBblM MOpKepoM OK03blBOeTC51 TPYA KOK «3a6ora» o n10A>1X, 0Kpy>1<010~eM 0

MV1pe, AyWe . npoCMOTp CMblCnOBblX MOpKepOB n03BOn51eT Bb1AenV1Tb KnlOYe BylO Me-
"'0
"'::0
>:S:

TOcPOpy - « CeMbfl>> V1 Te My - «5naropoACTBO». 0TMeYy, HOCKOnbKO AOneKo Brunello I

a:i
:s:
I-
Cucinelli yxOAV1T OT co6crneHHO AV130lllH-06beKTo - OAe>KAbl. AHonV13 KOMMYHV1KOTV1B-
~«:
I
HOC1 CTpoTernV1 npeAcrnsneHV151 npOAYKTO Brunello Cucinelli no3son>1eT ys1t1AeTb see

npV13HOKV1 KynbTYPHOlll OHV1MOL.J,V1V1, V1CnOnH51eMoC1 MOCTepCKV1, HO He 6e3 norpewHOCTelll.

nnoHKY V1CnOnHeHV1IO 30AOeT TeMO, nOCKOnbKY npeACTOBV1Tb «DnaropOACTBO » Ae-

KnOpOTV1BHblMV1 cpeACTBOMV1 sp51A nV1 B03MO>KHO. 3To see posHo, YTO 06b>1BV1Tb ce6>1

opV1CTOKpOTOM HO TOM OCHOBOHV1V1, 4TO KOKOe-TO o6~ecrno HOAenV1nO Te651 TV1TynoM

«rpo¢o » 1t1n1t1 «6opoHeTO ». 6naropoAHOe npo1t1 cxo>1<AeH1t1e Henb351 nonyYV1Tb V1nV1 Kyn1t1Tb,

OHO - He OTp1t16yT I 0 COCT051HV1e, KOTopoe npo>1Bn>1eTC5I B npV1Bbl4KOX, MOHepe, o6po-

3e Mb1cn1t1 V1 >KV1 3HV1. ToK V1 c «DnaropoACTBOM » - YT06b1 nosep1t1n1t1, HOAO He ysep>1Tb, I

>:S:
«:
o CBV1AeTenbCTBOBOTb co Moll! >KV13Hbl0. K ynbTYPH051 OHV1MOL.J,V151 AOeT TOKYIO «>KV13Hb » "'
:s:
Cl
AV130C1H-npoAyKTy, C03AOB051 eMy coorneTCTBYIO~ y10 «penyTOL.J,V110» .
108 ,D,V13Ail1H-KO,D, HAPPA TV1BHOIO KO KO HA

5pyHenno KyYV1Henm1 nOAYV1HV1n >KV13Hb KOMnOHV1V1 V1 cso10 co6cTBeHHYIO OHV1MO-

U,V1V1 nereHAbl Brunel lo Cucinelli : OH pecrnspV1pyeT cpeAHeseKOBblili 30MOK, u,epKOBb
V1 Apyrne naM~THV1KV1 apxV1TeKTypb1, CTOHOBV1TC~ npe3V1AeHTOM TeaTpanbHOJli acco-
U.V10U,V1V1 YM6pV1V1, 06beAV1H~10w,eill n~THOAU.OTb npOBV1HU,V10nbHblX TeaTpos, OTKpb1sa-
eT T eaTp Brunelle Cucinelli - YOCTb AOnrocpoYHOJli nporpaMMbl KymTypHoro pa3BV1-
rn~ ropoAa ConoMeo .
CaJIJT Brunelle Cucinelli He CTOnbKO 3HOKOMV1T c KonneKU,V1~MV1 OAe>KAbl, CKOnb-
KO HOCTpOV1BOeT HO C03epu,aTenbHblili nOA : HO nepsoill CTpOHV1U,e - 3HOMeHV1Tble cnosa
CD. M. ,D.ocToescKoro «KpacoTa cnaceT MV1p ». TOH 30AOeT norornn KOMnOHV1V1 s cpop-
Me CTOpV1HHoro rep6a ConoMeo V1 Konna>K V13 cpoTorpacpV1ili, KOK 6b1 He cs~30HHblX
OAHV1M CIO>KeTOM, HO o6beAV1HeHHblX TeMOJli « HenpeXOA~W,V1X u,eHHOCTeili »: ceMeiliHoe
30CTOnbe B 3aropOAHOM AOMe, yM6pV1iliCKV1ili neili30>K, BV1HOrpOAHble rp03AV1 V1 T.n .
Pa3Aenb1 ca iii Ta conposo>KAOIOTC~ U,V1TOTOMV1 V13 coYV1HeHV1Jli CoKpaTa, ApV1CTOTen~,
CeHeKV1, BonbTepa V1 Apyrnx senV1KV1X Mb1CnV1Teneill.
KaTanor-6yKneT, Bb1nycKaeMb1Jli K KO>KAOJli KonneKU,V1V1, ¢opMOTOM HOnOMV1HOeT
am6oM ceMeJliHblX cpoTorpacpV1ili, a o¢opMneHV1eM - crnpV1HHb1Jli MOHycKpV1m . Ha 06-
no>KKe KOpTV1HO, npV1YeM TeKCTypa 6yMOrV1 TOKOBO, YTO V1 BV13yOnbHO, V1 TOKTV1nbHO
OHO socnpV1HV1MOeTc~ KOK cTapV1HH~Jli xoncT . Ha nepsoill cTpOHV1u,e TPOAV1U.V10HHoe
nocnaHV1e 5pyHenno K YYV1HennV1 YV1TOTen~M, CKB03HO~ TeMa KOToporo - «u,eHHOCTb
YenoseYeCKOJli >KV13HV1 V1 ysa>KeHV1e K V1HAV1BV1AyOnbHOCTV1 ». <DoTorpacpV1V1 MOAeneill
conposo>KAOIOTC~ ceHTeHU,V1~MV1 MyApeu,os . Ka>KAO~ KonneKU,V1~ OAe>KAbl V1Me-
eT V1M~: 2005-2006 - «3HOHV1e. MyApocTb . TonepaHTHOCTb »; 2006-2007 -
«CYOCTnV1Bbl TOnbKO npaseAHV1KV1 »; 2008-2009 - «npoCTOTO, KpOCOTO, npOBAO »;
2009-2010 - «.0.ywa 3eMnV1 ».
V1HCTpyMeHTbl V1Cnonb3YIOTC~ COMble p03H006pa3Hble: 6narOTBOpV1TenbHble npo-
rpOMMbl, apT-npoeKTbl, V1HTepbepb1 6yTV1KOB, KOTanorn, cailiT, TeKCTbl s >KOHpax V1H-
Tepsbl0, CTOTbV1 V1 T .n . ,D.a>Ke BHeWHV1ili BV1A ca Moro 5pyHenno K YYV1HennV1 - s3nox-
MOYeHHoro, c nerKOili w,eTV1HOili, OAeToro nOAYepKHYTO He6pe>KHO, - CTOHOBV1TC~
V1HCTpyMeHTOM KY nb TYPHOJIJ OHV1MOU,V1V1.
TaKoili cnoco6 npeACTasneHV1~ AV130JliH-npoAyKTa ~BHO He snV1Cb1saeTc~ s paMKV1
TPOAV1U.V10HHO noHV1MOeMoili peKnOMbl. Bee BHV1MOHV1e cocpeAOTOYeHo He HO npoAyK-
Te, a HO KY nb TYPHOM KOHTeKcTe ero socnpV1~TV1~. 5pyHenno K YYV1HennV1 snonHe OT-
AOeT OTYeT B CBOV1X AeiliCTBV1~X, OC03HOBO~ 3HOYV1MOCTb KOHTeKCTO V1 pacCMOTpV1-
BO~ ero KOK HeOTbeMneMylO YOCTb csoero npOAYKTO:
 7. KYnb TYPHA51 AHV1MA L.lV151 CEMV10TV1YECKOll1 ,D.V1CKYPCV1BHO ll1 MO,D.EnV1 109

«fl He XOL/Y CTpOUTb TO/lbKO 6u3HeC. fl ,aena;o Bel14U c oco6btM o6051HU-

eM. Henb351 see ,aenaTb TO/lbKO ,an51 6u3Heca! B npoTUBHOM cnyLtae M051
e:s
0..
Ul

¢a6pUKO HOX0,4U/70Cb 6bt He 8 cenbCKOH MeCTHOCTU, a 8 npOMblW/leHHOH ±

•:S
<(

30He. Ho s npoM30He HeB03MO>KeH TOT >Ke rsopLtecKuJ/t nopbtB, TOT >Ke "'
:s
q

yposeHb peMecneHHOCTU, KOTOpbtH B03HUKOeT 8 TOKOH OTMoc¢epe. y npo-

,ayKTO ,40/l>KHO 6btTb ,aywa! 17u6o Tb/ XOL/eWb ,aenOTb 6U3Hec, nu6o MOp-
KY HO n51Tb,aec51T - cTo neT. Ecnu pa6oTOTb TOnbKO ,an51 6u3Heca, Tbt He
co3,aawb Lfero-nu6o BelfHoro, senuKoro»3

Bee KOMMYHV1KOH1BHb1e ,o,eil1cTBV171 6peH,o,o Brunello Cucinelli opraHV130BOHbl nereH-

,o,oi/1 V1 npe,o,cTOBfl7llOT co6oi11 KYllbTYPHYIO OHV1MOL\V1IO o6po3o ,D,V130il1H-npo,o,yKTo,
ocyw,eCTB!l71eMylO B TeXHOflOrV1V1 caKpam13a1..vo.1 c npV1Bfle4eHV1eM TeXHV1K « HCTOpH-
I
30J4HH» , « nepcoHH</>HKOJ4HH», «,qpaMaTH30/4HH» V1 « aprH30/4HH>>. B KOHe4HOM C4eTe
3TO no3BOfl5leT 61t13HecMeHy-MV1flflV10Hepy 5pyHenno K Y4V1HeflflV1 y6e,o,1t1TeflbHO no3V1-
L\V10HV1poBoTb ce65l KOK ¢1t1noco¢0, npOV13BO,D,CTBO o,o,e>K,D,bl KOK ryMOHV1CTV14eCKYIO
MV1CCV1IO I V1 y>Ke B TOK OM KOHTeKCTe npe,o,CTOBfl5lTb CBOil1 ,D,V130il1H-npo,o,yKT KOK co-
KpO!lbHYIO L\eHHOCTb . >-
c
UJ
CTpoTern71 Brunello Cucinelli ,o,eMOHCTp1t1pyeT cne,o,oBOHV1e npos1t1ny «OTKpblTOH ne- ::r
I
0
reHAbl », 4TO no3BO!l71eT B npoL1ecce KOMMYHV1KOL\V1V1 nocT071HHO Hopow,V1BOTb CMblC- "'
nosoi/1 pecypc nocnOHV171. TOK, Te Mo « 5naropo,o,crno » CH04ono CV1HxpoHV13V1posonocb
c «BblCOKV1M V1CKYCCTBOM » V1 no,o,,o,ep>KV1B0fl0Cb ¢oToceccV15lMV1 B CTOpV1HHOM o66oT-
I
CTBe I cpe,o,HeBeKOBOM ropo,o,Ke V1 V1CTOpV14eCKV1X V1HTepbepox YHV1BepCV1TeTO nepy ,D,>KV1. 0
"'
0
3oTeM TO >Ke TeMO nony4V1!10 p03BV1TV1e B «nepB03,D,OHHOil1 np1t1po,o,e » c KOpTV1HOMV1 "'::c
•:S

>KV13HV1 MOHrOfl bC KV1X nocTyxoB HO <!>oHe ropHblX V1 CTenHblX neil130>Keil1. I

a:i
~
npV1MepHO co6nio,o,oeTC5l V1 npOBV1!10 «CKpblTOro KOAO » I 0 BOT co «CHSlnteM nacpo- ~
0..
<(
I
CO » ecTb npo6neMbl. ToK, MO,D,Hb1il1 >KYPHO!l «5l noKynoio», ocsew,071 OTKpb1TV1e 6yTV1-
KO Brunello Cucinelli B CoHKT-nernp6ypre, o3arflOBV1fl csoi/1 Mmep1t1on rne,o,yiow,1t1M
o6po3oM: «Brunello Cucinelli: luxury V1 Cl)pOHL\V1CK Acrn3CKV1il1 ». ,D,onee wno npeoM-
6yno: «Brune/lo Cucinelh co3,aaTenb KYflbTOBOH MapKu ,aopororo KaweMupa, UHTenneK-
Tyan, ¢unoco¢ u 6onbWOH3HOTOK pyccKOHKY/lbTYPbl, pOCCK030/7, nolfeMyco3,aaHue ,ao-
porux BeL14eJ/t MO>KeT cnacTu Mup» .
KoHe4HO , nerK071 V1pOHV171 Bp71,o, flV1 Mo>KeT po3pyw1t1Tb CTOflb V1CKycHoe nocnoH1t1e,
K TOMY >K e 5pyHenno K y41t1Henn1;1 yMeeT coxpoH71Tb ,o,ocTosepHoCTb csoei/1 nereH,D,bl I
•:S:
<(

"'
:s
q
3 http / /www .adverto logy.ru / article30088.htm.
110 ,DJ13A il1H -KO)J, HA PPA n1BHOIO KOK O HA

nOCT051HHblM B03BPOL1..1eH111eM K pon111 « yLteH111KO » , KOTOpbii/1 BHll1MOeT ApeBHll1 M M yApe-

l...IOM 111 yLt111TC5I y oKpy>KOIOL!..1111X fl10Aeil1 TOMY, KOK «npHMeHHTb Ha npaKTHKe npHHL{Hn

'-le/70Be'-IHOCTH» .

KoMMYH111KOTll1BH051 CTpornrn51 Brunelle Cucinelli no AOCT0111Hcrny oweHeHo : OHO np111-

3HOHO 111CKfl10Lt111TeflbHO ycnewHoil1 111 1113y4oeTC5I OTAeflbHblM Kypco M s M111noHCKOM KOM-

MepLteCKOM YH111BepC111TeTe ny111A>Kll1 5oKKOHll1, 0 B 2010 roAy 61113HeCMeH 5pyHeflflO

K Y4111Heflflll1 CTOJl noLteTHblM npo<Peccopo M YHll1Bepc111TeTO nepy A >K ll1 .

KynbTYPH051 OHll1MOL..111151 He npoCTo npeACTOBfl51eT A11130il1H-npoAyKT - OHO 111HTerp111pyeT

ero s KYllbTYPY, o A11130 il1 Hepy AOeT B03MO>KHOCTb rosop111Tb c no!lb30BOTeneM, np111-

LteM He CTOflbKO o npOAYKTe, CKOflbKO o cso111x weHHOCT51X . ToK111M o6po3oM , s KYllb-

TypHoi/1 OHll1MOL..1111111 peon1113yeTC5I Mll1CCll151 A11130il1HO 111 pewoeTC51 npoKrnLteCK051 30A0-

40 - C03AOHll1e KOHTeKCTYOllbHblX npocTpOHCTB , cnoco6HblX 111HAYLl111POBOTb npowecc

CMb1cnoo6po3osoH1115I. ToK, coxpoH5151 All1CKypc111sHy10 cso6oAy, KYllbTYPH051 0H111Mo-

l...lll15I roTOBll1T Cll1TYOL..1111IO sneLtOTJleH11151 - MeCTO 51BJleH11151 oypbl.

 111

8. ,D,V13A~H-EiPV1Cj) : CTPYK TYPA V1 Cj) YHK L(V1V1

CeiltYoc Mbl ,o,ori>KHbl no,o,secn1 ~nor npe,o,wecrny10w,eMy 1113no>1<eH11110 111 3o<j>1111<c111po-

s0Tb npoL1ecc co3,o,OHll15l HoppoT111BHoro KOKOHO s onpe,o,eneHHoilt CTPYKType. 6y-

u.J
,o,yY111 KOMMYHll1KOTll1BHOilt MO,D,8Jlb l0 ,IJ,11130iltH -npo,o,yKTO, HOppOT111BHblilt KOKOH no- :s:
I
<(

3BOJ15!8T npe,o,CTOBll1Tb ,IJ,11130iltHepcKylO npOKT111KY KOK nocne,o,OBOT8JlbHOCTb OHO- c

u
0
c
Jlll1Tll1Y8CK111X 111 KpeOT111BH~X ,o,eiltCTB111ilt, cocpe,D,OTOY8HH~X HO KJllOYeB~X TOYKOX:

KOHu,enT - o6pa3 - nocnaHHe .

3o<j>111Kc111pos0Tb TOKYIO nocne,o,osoTe!lbHOCTb MO>KHO s <!>op Me 6p111<1>0, OHO npo-

CTO 111 y,o,o6Ho, 111 B p03HblX BOp1110HTOX OKTll1BHO 111CnOJlb3Y8TC5l B ,IJ,11130iltHepcKoilt npoK-

T111Ke. 3,o,ecb 5l npe,o,narolO CBOIO sepc11110 ,IJ,11130iltH-6p111<1>0, KOTOp05! <!>111KrnpyeT npo-

l..18CC KOHCTpy111posoH1115l HoppoTll1BHoro KOK OHO. TOKOilt 6p111<!> c nonHblM nposoM Mo-

>KeT 6b1Tb H03BOH AH30~H-KOAOM, noCKOJlbKY OH po6oTOeT KOK «pOMKO», cnoco6H05l

co6111pOTb po3p03HeHHbre 3HOKll1 s opraH111YHoe L1enoe. Ha6pacb1saH11e ,o,1113oiltH-Ko,o,o I-

C
u.J
:::r
HO 111M8IOW,1118C5l pecypCbl C03,D,08T HOBOe CMblCJlOBOe npocTpOHCTBO I B KOTOpOM B03- I
0
Hll1K08T C111TYOL..11115l Bll1,D,8Hll15l o6po30, 06Hopy>1<111BOIOTC5l 111HCTpyMeHTbl ero sonnow,e- "'
Hll15l B o6beKTe 111 OTKpb1BOIOTC5l KOHOJlbl KYllbTYPHOilt OHll1MOL..1111111 .

CTPYKTYPA ,IJ,11130iltH-6p111<1>0 OTpO>KOeT 3TOnbl KOHCTpy111pOBOHll15l HOppOT111BHOro KOKOHO I

0
111 COCTOll1T 1113 Y8Tb1pex YOCTeilt· "'
0
"'J5
•:S:

... <j}OpMOnbH051 1 ... H0380Hlt1e npoeKTO, 30K0341t1K, ,QOTbl I

cc
~
;;_{_

'-lacrn
... OHOnlt1Tlt14eCK051 1 ... 060CHOBOH1t1e KOHL\enTO
<>.
<(
I

,Qlt130illH-6p1t1cpO
... KpeOTlt1BH051 1 ... s1-1,o,eH1t1e 06pa30

.,. KOMMYH1t1KOT1t1BH05! I .,. rpaHcn1t1posaH1t1e nocnaH1t15!

<t>opMOnbHOSI 'iOCTb co,o,ep>K111T Heo6xo,o,111My10 111H<j>OpMOL..1111IO: H03BOHll18 npoeKTO

(,o,1113oiltH-npo,o,yKro), ,o,OHH~e 30K03Y111KO c yKo30H111eM KOHKperHoro flll1l..IO, 6peH,o,

(ecn111 TOKOBOilt 111M88TC5!) I ,D,OTbl 06cy>1<,o,eHll15l 111 yrnep>K,D,8Hll15l 6p111<1>0 . 3rn YOCTb

rpe6yer K ce6e oco6oro BHll1MOHll15l, nOCKOJlbKY 30 cyx111M111 KOHCTOTOLlll15!Mll1 CKpb1BO- I

•:S:
<(
IOTC5l BO>KHbre nop0Merpb1 6y,o,yw,eilt po6orb1. Y>Ke 3,0,ecb ,o,on>KHbl 6b1Tb ,o,oHbl YerK111e m
:s:
C[
orseTbl HO sonpocbr: «YTO 5l ,o,eno10? » , « ,D,J15l Koro?» 111 «B KOK111e cpoK111? ». Ho3BOH111e
112 ,D,V13All1H-KO,D, HAPPA TV1BHOIO KOKOHA

npo,o,yKTa cpa3y OpV1eHrnpyeT HO 4eTKylO nOCTOHOSKY uenet71. ,lJ,aHHble 0 30K034V1-

Ke npV1 scet71 sV1,o,V1MOl71 npocToTe MoryT noTpe6osaTb onpe,o,eneHHblX ycV1nV1'71 no sb1-

5iCHeHV110 KOHKpeTHOro cpV13V14eCKOro nV1UO, KOTOpoe 6y,o,eT V13narOTb no>KenOHV15l,

o6cy>K,D,0Tb npe,o,no:>KeHHYIO ,[J,V130'71HepoM KOHuenUV1IO, yTBep>K,D,OTb ee V1 npV1HV1MOTb

y>Ke roTosb1'71 npo,o,yKT. 3To ,o,on>KHO 6b1Tb OAHO nV1uo. TOK 4TO 30 cKynb1M «CDV10
30K034V1KO » MO>KeT CT05lTb 04eHb SO>KHO.$l V1 nopot71 HenerKO.$l pa6oTa. Lfro KOCO-

eTC.$l rpa¢bl «,lJ,OTbl » I TO V1 OHO 30cny>KV1SOeT COMoro npV1CTOnbHOro SHV1MOHV15l . ,lJ,V1-

30'71Hep 40CTO rpewV1T nerKOMblCneHHblM OTHOWeHV1eM K speMeHV1 V1 He,o,ooueHV1SO-
eT cno>KHOCTb csoet71 pa60Tb1, s pe3ynbTOTe 03SY4V1saeT HepeanbHb1e cpoKV1 V1 30-
TeM CTpa,o,aeT OT V1X HeV1cnonHeHV1.$l.

AHanHTH"4ecKasi "40CTb oTpa>KaeT npouecc ynop5i,o,04eHV15l, yT04HeHV15l V1 OCMb1cne-

HV15l V13nO>KeHHblX KnV1eHTOM no>KenOHV1'71, pe3ynbTOTOM Yero 5lSn5ieTC.$l KOHuenT.

3Ta 40CTb co,o,ep>KV1T CTOH,D,OpTHble MOpKeTV1HrOSble n03V1UV1V1 - uenesble rpynnbl,

KoMneTeHUV1V1, n03V1UV10HV1posaHV1e, xopowo V1Ccne,o,osaHHb1e s cooTBeTcTBy10~et71

nV1TepaType. npo6neMO S TOM, 4TO see HOnV1COHHOe 0 HV1X S yye6HV1KOX no MOp-

KeTV1Hry He oco6eHHO nOMO:>KeT npV1 pa6oTe HO,D, OHOnV1TV14eCK0'71 40CTblO ,[J,V130'71H-

6pV1¢a - CnV1WKOM cneuV1¢V14HO noTpe6V1TenbCKO.$l MOTV1SOUV15l HO pblHKe ,[J,V130'71-

HO, ,o,a V1 caM 3TOT pb1HOK He snV1Cb1saeTC5l s cTaH,o,apTHb1e paMKV1. Ka>K,o,a5i no3V1-

UV15i Tpe6yeT orosopoK, n05lCHeHV1'71 V1 HOSblX SSO,[J,HblX, 0 KOTOpblX 6b1no no,o,po6-

HO CK030HO S fnose 4.

KpeaTHBHasi "40CTb npe,o,cTasn5ieT pa3sepHyTb1'71 npouecc ceMV10TV14eCKoro ,o,V1cKyp-

CV1sHoro Mo,o,enV1pOSOHV15l, pe3ynbTOT KOToporo o¢opMn5ieTC.$l CH040na s 6a30SOM

HappaTV1se, 30TeM - s nereH,o,e ,D,V130t71H-npo,o,yKTa . 3rn TeMbl 6b1nV1 ocse~eHbl s Ina-
sax 5 V1 6.
KoMMYHHKaTHBHasi "40CTb nocs5iL1..1eHa pa3pa6oTKe cueHapV15i KynbTypHol71 OHV1MOUV1V1

nereH,D,bl, no,o,6opy COOTBeTCTSYIOLl..IV1X V1HCTpyMeHTOS V1 opraHV130UV1V1 TpOHCnV1posa-

HV1.$l nOCnOHV15l 1 4TO 6b1no pOCCMOTpeHO S fnose 7.
Ba>KHO noMHV1Tb, 4TO pa3,o,eneHV1e Ha OHOnV1TV1KY V1 KpeaTV1S secbMO ycnosHo, HO He-
o6xo,o,V1MO. Ha caMOM ,o,ene KpeaTV1SHb1'71 npouecc no co3,o,OHV1IO o6pa3a s ,o,V13a'71-

HepcKol71 npOKTV1Ke s KO>K,D,bl'71 MOMeHT OHOnV1TV14eH, noToMy 4TO «,o,ep>KV1TC.$l » KOH-

uenTOM, nocT05lHHO no HeMy csep5ieTC5l. B csolO oYepe,o,b, aHanV1TV14eCKV1e no3V1UV1V1

TO>Ke Tpe6y10T KpearnsHoro no,o,xo,o,a, oco6eHHO KOHuem . V1 see >Ke pauV1oHanb-

 8. ,UV13Ail1H-5PV1CD : CTPYKTYPA V1 Cj)YHKL.lV1V1 113

Hoe Ha'-lano s g1113ail1He gosneeT, g1113ail!H-6p111<t> 0Tpo>1<oeT TO Koe nono>1<eH111e geno,

HOnOM111HOeT 0 HeM 111, B KOHe'-IHOM C'-teTe, CllY>Kll1T « 51KOpeM » B CT111X111111 KpeOTll1BO.

ct>YHKL..l,V1V1 g1113ail!H-6p111<t>o onpegefl51IOTC51 TeM111 30AO'-IOMll1, KOTOpbte OH no3BOJl51eT

peWOTb: onrnMOJlbHO oprOHll130BOTb pa6oTy HOA npogyKTOM, crnMyn111pOBOTb Kpeo-

T111BHYIO OKTll1BHOCTb 111 onT111M1113111poBOTb KOMMYH111KOL..1111IO c 30K03'-1111KOM :

Aenosoe1 AOKyMeHT An51 KOHTpOn51 COOTBeTCTBll151

pe3ynbTOTa nocTasneHH~M uen51M UJ
:s:
I
...:
c;
KOHBeHU11151 Me>KAY A11130C1HepoM 111 30K034111KOM u
0
o cornacosaHHOM noH111MaH111111 uenee1 111 30A04 npoeKTa c

apryMeHT 30Ll..\ll1Tbl 11136paHHOC1 A11130C1HepoM KpearnBHOC1

CTpOTeri.1111

~ cpeACTBO Bll1 3yanll130 U111111 nOril1Kll1 KOHCTpy111poBOHll15I

~ I 111Mnynbc KpeaT111BHOC1 OKTll1BHOCTll1

~ cpeACTBO np11106Ll..\eHll15I All130C1Hepa K pa6oTe co cnOBOM

>-
c
UJ
:1
I
• ,D,1113oil!H-6p111<t> - 3TO Aenoso~ AOKyMeHT, BO>KHOe np111no>1<eH111e K go- 0
""
rosopy c 30K03'-1111KOM, KOTOpoe n03BOJl51eT oprOHll130BOTb po6oTy HOA

npoeKTOM, KOHTpon111pOBOTb speMeHHble o65130TeJlbCTBO 111, B KOHe'-1-

HOM C'-leTe I csep51Tb COOTBeTCTBll1e pe3y Jlb TOTO nocTOBJleHHblM t..1efl5!M. I

0
""
0
• ,D,1113oil!H-6p111<t> npeACTOBJl51eT co6oi11 KOHBeHU,HIO Me>KAY A11130il!HepoM ""
•:S:
J5
I
111 30K03'-1111KOM 0 COrJlOCOBOHHOM nOHll1MOHll1111 t..1eneil1 111 30A0'-1 npoeKTO . c:i
:s:
>-
HenoH111MoH111e 111n111 HegonoH111MoH111e, xopoKTepHoe Afl51 KOMMyH111Kot..1111111 ;[_
a..
...:
I
soo6w,e 111 Afl51 KOMMYH111KOL..1111111 B g1113oil!HepcKoil1 npoKT111Ke B '-IOCTHOCT111,

MO>KeT CTOTb Afl51 A11130il!Hepo He npoCTO 30TPYAHeHll1eM, 0 peOJlbHOill

npo6neMoil1 . ,D,11130il1H-6p111<t> <t>111KrnpyeT B '-leTKll1X <t>opMyn111pOBKOX AO-

CTll1rHyTble gorosopeHHOCTll1 111 TeM COMblM C03AOeT OCHOBY Afl51 ABll1>Ke-

H11151 snepeg .

• ,D,11130il!H-6p111<t> 51BJl51eTC51 nepBblM 111 nocneAH111M apryMeHTOM 30W,"1Tbl 1113-

6pOHHOil! A11130il!HepoM KpeornBHOill CTpOTer111111, OH CllY>K111T ornpoBHOil!

I
•:S:
TO'-IKOill 06cy>1<geHll15! KOHt..1ent..1111111, 0 30TeM 111 npogyKTO, nOCT051HHO co- ...:
npOBO>KA051 KOMMYH111KOL..1111IO A11130il!Hepa c 30K03'-1111KOM.
"'
:s:
Cl
11 4 D,V13 A ~H- K OD, HA PPA TV1BHOIO KO KOHA

• ,D,V130il1H-6pV1¢ BH3yanH3HpyeT nOrHKY KOHCTpyV1pOBOHV151, n03BOn5151

onepOTV1BHO ycTpOH51Tb o6Hopy>t<eHHble po3pb1Bbl V1 HeCOOTBeTCTBV151 .

• ,0,V130il1H-6pV1¢ HHAYU.HpyeT Kpearns . ,0,V1CWV1nnV1HV1PY51 MblcnV1 V1 4YBCT-

BO, OH He TOJlbKO He nOAOBJ151eT I o, HOnpOTV1B, CTV1MYllV1pyeT KpeornB-

HYIO OKTV1BHOCTb.

• ,D,V130il1H-6pV1¢ Y4V1T AV130il1Hepo pa6oTOTb co cnosoM, TpeH111py51 ero

4YBCTBV1TeflbHOCTb K CMblCflOBblM HIOOHCOM, 4TO V1CKfll04V1TeJlbHO BO>KHO

Afl51 onTV1MV130WV1V1 KOK OHOJlV1TV14eCKOil1, TOK V1 KpeOTV1BHOil1 Ae51TenbHO-

crn . noV1CK KpOTKV1X 1 Bb1p03V1TeJlbHblX V1 COAep>KOTeflbHblX ¢opMynV1pO -

BOK V1 ycV1flV151 no CTPYKTYPV1POBOHV1t0 TeKcTo npo51CH51tOT yM, yT04H51tOT

nornKy. ,D,pyrnMV1 cnoBOMV1, po6oTo co cnosoM nocT051HHO TpeH111pyeT

AV130il1Hepo, nOAAep>KV1BOeT ero npo¢ecCV10HOJlbHYIO ¢opMy.

,0,V130il1H-6pV1¢ - MHoro¢yHKWV10HOJleH, HO, npe>t<Ae scero, OH cny>KV1T V1HCTpyMeHTOM

¢opMOJlV130WV1V1 OHOJlV1TV14eCKOro V1 KpeornBHOro npowecco B AV130il1HepcKOil1 npoKrn-

K e, no3TOMY rnosHoe ero H03H04eHV1e - AV1CWV1nnV1HV1pOBOTb MblCflb 111 4YBCTBO nocpeA-

CTBOM nV1CbMeHHOro CflOBO. 0cHOBH051 CflO>KHOCTb 30KJll040eTC51 KOK po3 B po6o -

Te c nV1CbMeHHblM cnoBOM, npV14eM npOAYMOHHblM V1 npo4yBCTBOBOHHblM . B 6onbweil1

CTeneHV1 3TO OTHOCV1TC51 K KpeOTV1BHOil1 40CTV1, nOCKOflbKY Me>KAY BV13YOllbHblM o6po-

30M, KOTOpb1i/1 51Bfl51eTc51 AV130il1Hepy, V1 ero nporosopV1BOHV1eM cyli.lecrnyeT TPYAHO-

npeOAOflV1Mb1i/1 po3pb1B : o6b51CHV1Tb, 4TO « BV1AV1TC51 » V1 no4eMy, 04eHb cno>KHO, eli.le

cno>KHee HOnV1COTb. Ho 6e3 ¢V1KCOWV1V1 30Mb1cno V1 BV1AeHV151 B nV1CbMe 3¢¢eKrnBH05l

AV130il1HepcK051 npoKT V1KO HeB03MO>KHO.

Cnoso - CTOTV14HO, HO 3TO He TOflbKO He MewoeT, o HonpoTV1B - cnoco6crnyeT

KpeornBHOi/1 OKTV1BHOCTV1 . ,0,V1HOMV1KO KpeOTV1BHOro npowecco npV14YAllV1BO V1 HeCT0-

6V1JlbHO - cnoso cny>t<V1T ynop51A04V1BOtOli.\eil1 rnnoi/1, o AV130il1H-6p111¢ Y4V1t oprnKyn51-

WV1V1 rnop4eCKV1X V1HTeHWV1il1 . EcnV1 3TV1 V1HTeHWV1V1 He KOHOflV13V1pOBOTb 4epe3 sep6anb-

Hb1e CTPYKTypb1, AV130il1Hep He cMo>KeT KoHwemyonV13V1posoTb HeonpeAeneHHOCTb

V1 po6oTOTb c Heill. ToKV1M o6po3oM, wenb AV130il1H-6pV1¢o - omV1MV13V1posoTb, o He

300prGHV130BOTb KpeOTV1BHblil1 npowecc, AOTb OTnpOBHble T04KV1, nponO>KV1Tb V13H0-

40JlbHO wV1pOKV1il1 KOPV1AOP BV1AeHV151 o6po3o V1 nocneAOBOTeflbHO cy>1<0Tb ero, npo-

pV1COBblB051 o6po3, HO coxpOH5151 npV1 3TOM cso6oAy .

npV1 KO>Kyli.\ei/1C51 npOCTOTe po60TO C AV130il1H-6pV1¢0M Tpe6yeT HeMOJlblX yrnnV1i/1

V1 6onbwo i/1 AV1CWV1nflV1Hbl. ,0,V130il1Hepy Heo6xOAV1MO npV1y4V1Tb ce651 K 3Toil1 po6oTe V1 ,

 8. ,D,V13A ~H-5PV1CD : CTPYKTYPA V1 CDYH KL(V1V1 11 5

nOA06Ho V13BeCTHOMY cypKy, «HeXOT51, HO nposopHo» pa3pa6aTblBOTb AV130il1H-6pwp

AMI KO>KAOro npoAyKTa. 3¢¢eKH1BHOil1 pa6orn noMo>KeT co6moAeHV1e cneAy10L1..1V1X

npas1o111:

• Heo6XOAV1MO pa6oTOTb V1MeHHO c T06nV1u,eil1, Henb351 OTCTynOTb OT

¢opMbl, TOnbKO B 3TOM cnyYae TeKCT 6yAeT nOABeprOTbC.51 AOn>KHOil1

o6pa60TKe V1 peAOKTV1pOBOHV1IO;
w
• coAep>t<OHV1e AOn>t<Ho 6b1Tb MOKCV1MOnbHO CTPYKTYPV1POBOHO, s T0- :s:
I
<(
c::
6nV1u,y Henb351 noMell..IOTb «cnnowHoil1 » , onV1caTenbHblil1 TeKCT; An.51 u
0
c
MOKCV1MOnbHOil1 CV1CTeMOTV130L.J,V1V1 V1 CTPYKTypV1posaHV151 TeKcTa peKo-

MeHAyeTC.51 V1CnOnb30BOTb pa3Hoo6pa3Hble rpa¢V14eCKV1e cpeACTBO;

• AV130il1H-6pV1¢ - 3TO pa6o4V1111 V1HCTpyMeHT, no3TOMY ero seer AO HOAO

Aep>t<OTb nOA pyKoil1, He 60.51TbC.51 nepenV1CblBOTb, A06V1B0.51Cb MOKCV1-

MOnbHOil1 nornKV1, 51CHOCTV1, Bb1p03V1TenbHOCTV1 V1 KpaTKOCTV1;

• nOMHV1Tb, 4TO AV130il1H-6pV1¢ - 3TO « BV13V1TH0.51 KOpT04KO » AV130il1He-

pa, no3TOMY cneAyeT yAenV1Tb oco6oe BHV1MOHV1e ero o¢opMneHV1IO I-

C
w
V1 OKKypaTHOMY BV1AY· ::1
I
0
CneAyeT OTMeH1Tb, 4TO AV130il1H-6pV1¢ V1MeeT pa60Yy10 V1 ny6nV14HYIO seprnV1. BTopa.51
"'
npeAH03H04eHa An.51 ny6nV14HOro o6cy>t<AeHV151 V1 30ll..IV1Tbl. Uenb 6pV1¢V1Hra - He TOnb-

KO no3HOKOMV1Tb c COAep >t< OHV1eM 6pV1¢a, Ho V1 C03AOTb CV1TYOU.V1IO 30V1HTepecosaH- I

0
Horo o6cy>t<AeHV151, s KOTopoi/1 ero nono>KeHV151 MOrYT 6b1Tb yT04HeHbl V1 pa3BV1Tbl. "'
0
"'::;;
•:S:
,D,V130il1H - 6pV1¢ npV1 AOn >K HOM OTHoweHV1V1 cnoco6crnyeT omV1MV130L.J,V1V1 npou,ecca, I
co
~
OAHOKO He CTOV1T npeysenV14V1BOTb ero B03MO>KHOCTV1, OH - TOnbKO V1HCTpyMeHT, ;[_
"-
<(
a He V1HCTPYKL.J,V151 no pa3pa60TKe AV130il1H-npOAYKTO . ,0,V130il1H-6pV1¢ - 3TO Knl04, KO- I

TOpbii/1 none3eH TOnbKO s yMenb1x pyKax . B HaweM cnyYae OAHO «pyKa » - AOP BV1-

AeHV151, BTopa.51 - AOP 3CTeTcKoil1 4YBCTBV1TenbHOCTV1 . BoT V1 nonyYaeTC.51, 4TO V1MeTb

Knl04 - xopowo, yMeTb V1M nonb30BOTbC.51 - eL1..1e nyYwe, HO ecnV1 HeT «pyK » , sp.51A ;[_
>
nV1 OH npV1rOAV1TC.51.
<(

I
•:S:
<(

"'
:s:
c:[
116 .D,V13Ail1H-K O.D. HAPPA TV1BHOro KOKO HA

AVl3AlitH -EiPVl<l> HAPPATVIBHOfO KOKOHA

3aK034VIK , Cl)V10 OTBeTCTBeHHOro nVIL(O ,0,Vl30"1Hep

Ha3BOHV1e .QVl30"1H-npo.QyKTO

AHAnV1TV1YECKA51 YACTb ~ KOHU,EnT

L(enb B CMblCne - KOKOe cne.QCTBVle .QOn)l(HO VIMeTb

npOV13Be.QeHHOe .QV130"1H-npo.QyKTOM sneYaTneHVle

Kp0TK051, o6pa3H051, VIH .Q VIBV1.Q y anV13VlpOBOHH051 xapaKTe-

LJ,enesb1e rpy n nb1 ... «repoH »
pVICTVIKO npe.QCTOBVITen71 npV1opV1TeTH0"1 L(eneso"1 rpynnb1

0TnV14V1TenbHb1e oco6eHHocrn - peanbHb1e VI BV1pTyanbHb1e -

KoMneTeHL\VIVI
6peH,QO (30K034VIKO) VI 6y.Qyll.1ero .QV130"1H-npo.QyKTa

no3VIL\VIOHV1pOBOHVle ... KOH4enT KpO TK051, 3HeprV14H051 sepCV151 n03VIL\VIOHV1pOBOHVl51

KPEATV1BHA51 YACTb ~ 06PA3

CEMV10TV1LJECKA51 MO,O,Enb .,. 6A30Bblill HAPPAH1B

KoHHOTOTV1BH b1 e p7!Abl ,[\BO p51.QO: a6CTpOKTHbl"1 VI o6p03Hbl"1

Knl04eB bl e cnosa Vl3 o60VIX KOHHOTOTVIBHblX p51.QOB

Knio4eB051 MeTa¢opa o6pa3Hoe cpas HeHVle c 51Bfl51/0l.LjHMCR o6pa 30M

oTsneYe HHoe noH71TVle, nepe.QOIOL!.1ee

TeMa
MeTOc/>"13"1'1eCKOe HOCTpOeHHe o6pa30

5a30B~"1 HappOTVIB onV1COHV1e yeHAeHHoro o6pa3a

 8. JJ,V13Ail1H-5PV1CD: CTPYKTYPA V1 CDYHKL.J,V1V1 117

,D,V1CKYP01BHA5l MO,D,Enb ~ nHE HAA

«01HXpOH"130L\1'171 KOHTeKCTOB » I
«CMell.1eH"1e KOHTeKCTOB » ; UJ
:s:
pe-¢peC1M1-1Hr : «nOAMeHa KOHTeKCTOB » , I
<{
c:;
«yMHO>KeHJ.1e KOHTeKCTOB » / u
0
« A"1CCOL\"10L\"1~ KOHTeKCTOB » c

ycTOC14"1BO~ CMblCnosa~ CTPYKTypa, 30KpenneHHO~

B nepCOHO>KOX "1 co6biT"1~X

"1CT04H"1K"1, BAOXHOB"1BW"1e HO C03AOH"1e npoAyKTO

OTCblnKO K csepxcyll.1eMy I BbipO>KeHHOMY B npeAenbHblX

KOTerop1-1~x

>-
nereHAO "1TOrOBbiC1 HOppOT"1B c
UJ
::r
I
0
::.<

KOMMYHV1KATV1BHA>l YACTb ~ nOCJlAH"1E

COKpan"130L\"1~

(Ae I pe - caKpan1-13al.\1-1~) : « 1-1cTop1-13al.\"1~ » ,

« nepcoH1-1¢1-1KOL\"1~ » ,
« APOMOT"130L\"1~ » I

« OpT1-130L\"1~ »

APOMOTyprn4eCKO~ sepc1-1~ nereHAbl

rpa¢1-14ecK1-1e MOTep1-1anbl HO p03HblX HOC"1Ten~x,

seprn¢1-1L11-1py10u.\"1e nereHAY

cnoco6b1 1-1 ¢opMbl 1-1cnonb30BOH"1~ MeAl-10

Media - 1-1HcTpyMeHTb1
An~ TpaHcn1-1posaH1-1~ nereHAbl

co6b1rn~, sepc1-1¢1-1L11-1pyiou.(1-1e nereHAY :

Event - "1HCTpyMeHTbl
¢opMOT "1 CL\eHOpi-1C1
I
>:S:
<{

"'
:s:
C[
 119

5b1Tb ,D,V13A~HEPOM: >KV13Hb no AnOKPV1c:J)Y

9. KOMMYHV1KATV1BHA5l KOMnETEHTHOCTb
JJ,V13AliJHEPA

10. >KV13Hb no AnOKPV1cDY

«0Hl1 CMOml1, nOTOMY '-ITO,QYMAfll1, '-ITO MOfYT».

Bepr11n11J1

9. KOMMYHV1KATV1BHA51 KOMnETEHTHOCTb D,V13A~HEPA

npo6neMHOeTb KOMMYHV1KOL..1,V1V1 s AV130il1HepeKOil1 npoKrnKe onpegen.sieTe.Sl npOTHBO-

pe'IHBblMH O)l(HAOHHRMH 30K034V1KO vi AV130il1Hepo s OTHoweHV1V1 gpyr gpyra. TOK, 30-

K034V1K OAHOspeMeHHO V1 nepeoL..J,eHV1SOeT I V1 HeAOOL..J,eHV1SOeT AV130il1Hepo. nepeoL..J,eHKO

eS.Sl30HO e 30SblWeHHblMV1 O>KV1AOHV15lMV1, segb 30K034V1K >KAeT OT AV130il1Hepo vienonHe-
HV15l esovix >KenOHV1C1, OH gosep.sieT eMy Sb1p03V1Tb esovi npegeTosneHV15l 0 npeKpoeHOM,
o 3geeb OK03b1soeTe.si 3ogeT sonpoe sKyeo - eOMblill 6one3HeHHblil1 V13 seex sonpoeos.
3oK034V1K spyyoeT AV130il1Hepy eoMoe goporoe - o6po3 eoMoro ee6.si, vi >KAeT, YTO
AV130il1Hep epo3y see noillMeT, KOK 6b1 npoYviToeT ero Mb1envi. Ho npvi 3TOM OH seer go
HegooL..J,eHV1SOeT AV130il1Hepo - npoeTO He MO>KeT nosepV1Tb, 4TO KTO-TO enoeo6eH poe-
Kpb1Tb ero YO.SlHV15l, .sisV1Tb MV1py ero rny6viHy vi 6e3ynpeYHb1i11 sKyc. To >Ke npoviexogviT
V1 e AV130il1HepoM - OH nepeoL..J,eHV1SOeT 30K034V1KO, KOrgo >KAeT OT Toro SH.SlTHO e¢op-
MY nviposoHHblX >KenoHV1il1, V1 HegooL..J,eHvisoeT, svig.si s HeM npo¢oHo.
c 3TV1MV1 npOTV1SOpe4V1SblMV1 yyseTSOMV1 OHV1 npV1XOA.SlT gpyr K gpyry: 30K034V1K eYV1TO-
eT, YTO OH nyYwe 3HOeT, YTO eMy HY>KHO, vi no3TOMY seergo npos, o AV130il1Hep y6e>K-
geH, YTO 30K034V1K viMeHHO noToMy K HeMy vi o6poTvine.si, YTO He 3HOeT, YTO eMy HY>K-
HO, vi, enegosoTenbHO, MO>KeT 6b1Tb He npos.
120 5b1Tb ,D,V13All1HEPOM

3To npo6neMO nponrnopeYV1BblX O:>KV1AOHV1c;1 npoKrnYeCKV1 He11136e:>KHO B03HV1KO-

eT BHe 30BV1CV1MOCTV1 OT nVIYHOCTHblX KOYeCTB A11130c;1Hepo 111 30K03YV1KO. ,lJ,1113oc;1Hep

BblHY:>KAeH nocT051HHO 6on0Hc111pos0Tb HO rpoH111L..1,e, po3Aen7tl0l.l.\ec;1 ABO cocT071HV171

30K03YV1KO, - npeKnOHeH111e 111 CKenTV1L.J,1113M, 111 HO rpOHVIL.J,e, p03Aen7110l.l.lec;1 ABO co6-

CTBeHHblX COCT051HV151, - yso:>KeH111e K 30K03Y111KY 111 He11136e:>KHOe npe3peH111e K HeMy

KOK K A1t1neTOHTY.

0AHO npo6neMO sneYeT Apyryio -A11130c;1Hep BblHY:>KAeH np1116er0Tb K MOH"1nymm1BHblM

npaKTHKOM . 3To npOBAO, OT KOTopoc;1 nyYwe He np7tTOTbC71. KoMMYHlllKOL.J,11171 A11130c;1-

Hepo c 30K03YV1KOM B CVITYOL.J,111111 npornsopeYV1BblX O:>KV1AOHV1c;1 MO:>KeT 6b1Tb 3<l><l>eK-

TV1BHOc;1 TOnbKO B TOM cnyYoe I ecn111 AV130c;1Hep 6y AeT OTHOCV1TbC51 K 30K03Yll1KY VIH-

CTpyMeHTOnbHO I CKpb1B051 CBOV1 HOMepeHV171 111 npeACTOBn7151 see TOK, YT06bl 30K03YV1K,

np111HV1MOn peweHV151 AV130c;1Hepo 30 CBOV1.

3oK03YV1K TO:>Ke 30YOCTYIO rpew111T MOH111nyn7tL..1,V1ec;1, HO A11130c;1Hep 30HV1MOeTC71

eio C03HOTenbHO, MeTOAVIYHO 111 npo<1>ecc1110HonbHO . KoK 1113secTHO, MOH111nyn71rns-

H~e npoKTV1KV1 OHT1t1ryMOHV1CTV1YH~ 111 He6e30nOCH~ An51 3AOpOBb51 MOH1t1nyn7tTOpo.

,lJ,1113oc;1Hep AOn:>KeH BnOAeTb VICKyccTBOM MOH1t1nyn7tll,V1V1 111 nOCT051HHO K HeMy np1116e-

rOTb, 111 3AeCb nerKo BT51HYTbC51, noYyscTBOBOTb sKyc K snocT111 HOA nlOAbMV1 . CHoso

B03HV1KOeT norpOHV1YH051 ClllTYOL.J,11151: An51 peweHV151 CBOVIX npo<1>ecc1110HOnbHblX 30AOY

HOAO 111CnOnb30BOTb 3TOT COMHV1TenbHblc;1 VIHCTpyMeHT I HO np111 3TOM CTOpOTbC51 HOHe-

CTV1 MV1HV1MOnbHb1c;1 speA 111 ce6e, 111 ApyroMy. TOK YTO KOMMYHll1KOTV1BH051 KOMneTeHT-

HOCTb npeAnonoroeT po3yMHOe 111cnonb30BOHV1e MOH111nyn5tTV1BHblX npOKTVIK.

npo6neMHOCTb npo<!>eCCV10HOnbHOc;1 KOMMYHVIKOL..1,111111 o6ecneYV1BOeT He TOnbKO 30-

K03YV1K - ecTb ell.le nopTHepb1, KOHTporeHTbl 111 Konner111. K co:>KoneH11110, c<t>epo A1t1-

3oc;1Ho, KOK 111 nio6o51 TBOpYeCK071 cpeAO, nepeHOCbll.l.\eHO conepH111YeCTBOM, 30BV1CTblO,

0M6111L..1,1t15IM111, AeMOHCTpoL..1,1115tMV1 KOMnneKco HenonHoL..1,eHHOCT111 I npesocxoACTBO, np111-

BHOCV1Mb1M111 npe:>KAe scero 6e3AOPHOCT51MV1 111 n106111Ten5tMV1 . Ho, KOK Hiii cTpoHHo,

6onbwe scero npo6neM A11130c;1Hep C03AOeT ce6e COM, nOCKOnbKY OK03blBOeTC71 He

roTos K TeM TPYAHOCT51M, KOTOpb1e He11136e:>KHO B03HV1KOIOT HO ero nyT111.

TOK YTO KOMMYHV1KOTV1BH051 KOMneTeHTHOCTb He npocTo o6nerYoeT AV130c;1Hepy

npo<!>eCCVIOHOnbHYIO :>KV13Hb - OHO AenoeT ee B03MO:>KHOc;1 . npo6neMbl Henb371 CH51Tb,

HO c HV1MV1 MO:>KHO po60TOTb, 111 3<l><l>eKTV1BHOCTb TOKOc;1 po60Tbl 6yAeT 30BV1CeTb npe-

:>KAe scero OT nOHV1MOHV171 A11130c;1HepoM cneL..1,111<!>111K111 npo<l>ecc1110HonbHOc;1 KOMMYHlll-

KOL..1,111111. ,lJ,1113oc;1Hepy HOAO HOYVIHOTb c OC03HOHV151 Toro I YTO npo6neMO MO:>KeT 30-

KnlOYOTbC51 He B ero nVIYHOCTHblX 111n111 npo<1>ecc1110HOnbHblX KOYeCTBOX 111n111 B KOYe-

 9 . KOMMYHV1KA TV1BHA51 KOMnETEHTHOCTb ,D,V13All1 HEPA 121

CTBOX gpyroro, a B COMOM cy~ecrne KOMMYHV1KOWV1V1. 3To He nOBOA AMI OTY051-

HV151, a OCHOBOHV1e gn>1 cepbe3HblX 30H>ITV1~ KOMMYHV1KOTV1BHO~ Teop1t1e~ V1 npOKTV1-

KO~. He HOAO Hage>1TbC>1 HO TO, YTO « see 06o~geTc>1 » , HanpoTV1B, nyYwe 3apa-
Hee OC03H0Tb V1 npV1H51Tb CV1TYOWV1IO KOK noTeHWV10nbHO npo6neMHylO. no MYAPOMY

30MeYOHV1IO M .K . MaMapgaws1t1n1t1, « KOr,qa Mb/ nepecraeM Ha,qeJ1TbCJ1/ Mbl HO'IH-

HaeM ,qeiicTBOBOTb».

nog ge~CTBV1eM B AOHHOM cnyYae cnegyeT nOHV1MOTb cpopMaTHpOBOHHe KOMMYHH-

KOTHBHblX CHTya~HH . npV1H>ITOe HOMV1 nOHV1MOHV1e KOMMYHV1KOWV1V1 OCHOBOHO HO npV1H-

WV1ne KOHBeHqHOHOnbHOCTH CMblCna I V13BneKaeMoro napTHepOMV1 B npowecce KOM-

MYHV1KOWV1V1. 3To 3HOYV1T, YTO s KOMMYHV1KOWV1V1 napTHepbt gocT1t1ra10T noH1t1MOHV1>1, He

ycTaHasn1t1sa>1 3HOYeHV1>1 cnos, - OHV1 COMV1 Hagen>110T cnosa 3HOYeH1t1>1MV1, 1t1cxog>1 "13

cy~eCTBYIO~V1X y HV1X npegCTOBneHV1~ 0 B03MO>KHblX CMblCnax V1 OTKnV1K051Cb HO no-

CTO>IHHO MeH>110~V1~C>1 KOHTeKcT. ,LJ,pyrnMV1 cnosaMV1, nOHV1MOHV1e >1sn>1eTc>1 pe3y nb-

TOTOM gorosopeHHOCTe~, a He pacw1t1<PpoBKV1 V13HOYOnbHO 30nO>KeHHblX 3HOYeHV1~.

CoorneTcrneHHO s KOMMYHV1KOWV1V1 AV130~Hepa c 30K03YV1KOM onpegen>110~V1MV1

>IBn>llOTC>I CV1TYOWV1V1 ycTOHOBneHHSI cornacOBOHHOCTH V1 no,D,,D,ep>KOHHSI cornacOBOHHO-

CTH, cTpyKTypa KOTOpbtX paccMoTpeHa ,LJ,>t< . T epHepoM s ero 0Han1t13e MV1KPOAV1HO-

MV1KV1 cow1t1anb Horo B30V1MOAe~crn1t1>1 1 . ,LJ,>t<. T epHep Bb1gen>1eT MOTV1BOWV10HHbte, V1H-

TepOKWV10HHbte V1 CTPYKTyp1t1py10~1t1e npoweccbt V1 06ecneY1t1sa10~1t1e V1X KOMnneKCbt

ge~CTBV1~ . Ha nepsbt~ B3rn>1A, Mornsaw1t10HHbte npoweccbt He npegcTasn>110T gn>1 Hae

V1HTepeca, nocKonbKY noH>1THO, YTO no6y>1<gaeT AV130~Hepa V1 30K03YV1KO KOMMYHV1-

w1t1posaTb. OgHOKO KpoMe oYeBV1AHoro MOTV1Ba, ecTb e~e cKpbtTbte, HO He MeHee

secoMbte. TaK, ,LJ,>t<. TepHep cpeg1t1 npoYV1X Bb1gen>1eT Mornsaw1t10HHbte npoweccbt,

HOnpasneHHbte HO ysenV1YeHV1e co6CTBeHHblX MOTep1t10nbHblX, CV1MBOnV1YeCKV1X, nonV1-

TV1YeCKV1X V1nV1 nCV1XV1YeCKV1X pecypcos.

Ecn1t1 sepHyTbC>I K npo<Pecc1t10HanbHO~ KOMMYHV1KOWV1V1 s AV130~HepcKo~ npaKrn-

K e, TO n1060~ 30K03YV1K gn>1 AV130~Hepa He TOnbKO npo6neMa, Ho V1 pecypc. He

s CMbtcne goxoga, a s CMbtcne HOBbtX 30AOY, Hosoro B1t1AeH1t1>1, Hosoro onbtTa . T 0Ka>1

M OTV1BOWV151 OBTOMOTV1YeCKV1 <!>opMarnpyeT KOMMYHV1KOTV1BHble CV1TYOWV1V1 B 6onee 3¢-

<PeKrnBHble. 0AHOKO HOM 6onee V1HTepeCHbl V1HTepOKWV10HHbte npowecCbl V1 npowec-

cw CTPYKTyp1t1posaH1t1>1, nocKOnbKY V1MeHHO OHV1 HaweneHw HO sw>1sneH1t1e MexaHV13-

Mos B30V1MHoro np1t1cnoco6neH1t1>1 n10ge~ gpyr K gpyry .

CM . : K03ap~Hosa H.B. YKa3. COY. C. 47- 54.

122 5b1Tb ,IJ,V13Ail1HEPOM

MV1KPOAV1HAMV1KA COLl,V1AJlbHOro B3AV1MOAElilCTBV1SI A)I(. TEPHEPA

npol.\eCCbl Ha3H04eH111e YpoBH"1 KoMnneKCbl Ae~crn111~

no6y>KAeH111e
MOT"1BOL\"10HHble "1HA"1B"1AOB
K B30"1MOAe~CTB"1IO

... Cl.\eH"14eCKO.sl nocTaHOB-

KO B3a"1MOAe~CTB"1.sl
(stage-making)
... nocTOHOBKa pone~
C"1rHOn"13"1pOBOH"1.sl (role-making)
(¢oHA006pa30BOH"1.s!) ... BblAB"1>KeH"1e np"1T.sl3a-
H"1~ (claime-making)
... np"1AOH"18 3H04eH"1.sl
ycTOHOBneH"1e rnryOL\"1"1 (account-
"1HTepOKL\"10HHble
cor nOCOBOHHOCT"1 making}

... np"1H.s!T"18 C"1Tyal.\"1"1

(account-taking)
... np"1H.s!T"18 np"1T.sl3aH"1~
"1CTOnKOBOH"1.sl
( claime-taking)
(osnaAeH"1.sl ¢0HAOM"1)
... np111H.s1rne pon111 (role-
taking)
... rnn11130l.\"1.sl (type-taking)

... per1110Han11130l.\"1.sl
... pyrnH"130l.\"1.sl
nOAAep >K OH"1e
crpyKryp111posaH111.s1 ... HOpMOT"1B"130l.\"1.sl
cor nOCOBOHHOCT"1
... p111ryan11130l.\"1.sl
... Karerop11130l.\"1.sl

nocKOflbKY HOWO 30,0,040 ,D,OCTOT04HO nparMOH14HO 1-1 30Kfll0408TC51 B COCTOB!l8Hl-11-1

KpOTKoi/1 1-1HCTPYKL\l-11-1 ,D,!151 ,o,1-130!11Hepo no <j>opMornposoH1-110 KOMMYHl-1KOrnBHblX c1-1Ty-

OL\1<1il1, Mbl ycTpOHl-1MC51 OT ,o,eTOflbHOro OHO!ll-130 ,o,oHHoi/1 KOHL1enL11-11-1. Ho ,o,o>Ke Kpar-

Kl-1111 o63op H8KOTOpb1X n031-1L\1-1il1 nOMO>KeT ,D,l-130il1Hepy onpe,o,efll-1Tb np1-1MepHblil1 cneKTp

CBOl-1X ,o,eillCTBl-1111.

ct>OPMATV1POBAHV1E KOMMYHV1KATV1BHblX CV1TYAU,V1lil. ,LJ,n51 <t>opMornpoBOHl-151 rnTyOL\1-11-1

ycTCHOBJ10HHSI cornaCOBCHHOCTH oco6oe 3H048Hl-1e l-1MeeT nocTCHOBKa (H npHHSITHe)

po111-1. ,LJ,n51 ,o,1-13oil1Hepo 3TO 03H040eT Heo6xo,o,1-1MocTb 4eTKoro onpe,o,eneHl-151 pon1-1

 9. KOMMYHV1KA TV1BHA5l KOMnETEHTHOCTb D,V13Ail1HEPA 123

« AH30il1Hepo » H He MeHee YeTKoe onpegeneHHe ponH « 30K034HKO » . BBOAHTb TOKHe

onpegeneHH5l nyYwe He AHAOKTHYeCKH, TO eCTb nocpeACTBOM np5lMOro o6b5lCHeHH5l

« KTO eCTb KTO » , o B npowecce pa3,qeneHHJ1 30H orsercrseHHOCTH.

HonoMHIO, H AH30il1Hep, H 30K034HK B poBHOil1 cTeneHH orneTcrneHHbl 30 pe3ynb-

TOT I HO y KO:>Kgoro H3 HHX - CB05l 30HO « nOBblWeHHOil1 » OTBeTCTBeHHOCTH: y 30K03-

4HKO - 3TO OHOnHTH4eCK05l 40CTb AH30il1H-6pH<f>o, y AH30il1Hepo - KpeOTHBH05l. 3To

3HOYHT, YTO 30K034HK nonHOCTblO orneyoeT 30 YeTKYIO H He gonycK010uw10 po3-

HblX TOnKOBOHHil1 <f>opMynHpoBKY Toro, 'ITO OH xoYeT. Ho o6po3, HnH TO, KOK 3TO

Bblrn5lAHT - 3TO 30HO OTBeTCTBeHHOCTH AH30il1Hepo, H 30K034HK 3AeCb HMeeT npo-

BO TOnbKO HO YT04HeHH5l H cornOCOBOHH5l, HO He HO KOHKpeTH~e peKOMeHAOWHH .

EcnH 30nO:>t<HTb TOKoe po3geneHHe orneTcrneHHOCTH cpo3y - HO CTOAHH ycTOHOB-

neHH5l cornocoBOHHOCTH, B gonbHeil1weM ygocTC5l H36e:>t<OTb 6onbWHX npo6neM .

KoMMYHHKOTHBH05l KOMneTeHTHOCTb cocTOHT npe:>t<ge Bcero B cnoco6HOCTH po6o-

TOTb «Ho ynpe:>t<geHHe » , o He HO « KpH3HCHoe ynpoBneHHe » .

He Me Hbwee 3HOYeHHe gn5l <f>opMOTHpoBOHH5l CHTYOWHH ycToHoBneHH5l corno-

coBOHHOCTH HMeeT BblABH:>ICeHHe npHTSl30HHH , KOTOpoe MO:>KeT 6b1Tb peonH30BOHO

¢opManH30L/Heii OTHOWeHHH nocpeACTBOM YeTKOro onpegeneHH5l rpo<f>HKO BCTpeY,

cpoKOB, nop5lAKO H <f>opMoTo o6cy:>t<AeHHil1 . Uenb <f>opManH30WHH - He Tom Ko pe-

onbHO ynop5lAOYHTb 6yAYLl..\YIO po6oTy, Ho H cpa3y AOTb nOH5lTb 30K034HKY, YTO

o6Ll..\eHHe 6ygeT HOCHTb npe:>t<ge Bcero genoBoi/1 xopoKTep, nocKonbKY po6oTo AH-

30il1Hepo B 3HOYHTenbHOil1 CTeneHH pOWHOHOnbHO, MeTogonorHYHO, H noToMy Tpe-

6yeT AHCWHnnHHbl H co6n10geHH5l onpegeneHHblX npoBHn .

EcnH cpo3y He oT<f>op M OTHpOBOTb gon:>t<HblM o6po3oM CHTYOWHIO ycTOHOBneHH5l

cornOCOBOHHOCTH, 30K034HK 6ygeT CTpOHTb AOnbHeil1wHe OTHOWeHH5l HO 6o3e CBO-

HX npeACTOBneHHil1. KoK npoBHno, 3TO Bb1po:>t<oeTC5l nH6o B ycTpoHeHHH OT npo-

wecco COBMecrnoi/1 po60Tbl, nH6o B HOB5l34HBOM :>KenOHHH npeBpOTHTb AH30il1Hepo

B HOnepcHHKO, KOTOpbli/1 AOn:>KeH noCB5lTHTb 30K03Y CBOIO :>KH3Hb. 0TCYTCTBHe H3-

HOYOnbHOil1 cornoCOBOHHOCTH B OTHOWeHHH Toro I « KTO eCTb KTO » H « KOK AOn:>KeH

ce65l BeCTH » I o6epHeTC5l KOH<f>nHKTOMH HO nOYBe B30HMHblX npeTeH3Hil1 - « Bbl He

nOHHMOeTe I Yero 5l XOYy » co CTOpOHbl 30K034HKO H - «ecnH Bbl COMM 3HOeTe I KOK

HOAO genOTb, 304eM BOM 5l? » co CTOpOHbl AH30il1Hepo.

Tenepb poccMoTpHM, KOK npoHCXOAHT <f>opMOTHpOBOHHe CHTYOWHH noAAep:>1COHHS1

cornacosaHHOCTH. HonoMHIO, 3gecb B opceHone AH30il1Hepo:

124 5b1Tb D.V13A~HEPOM

• pen10HanH3CU,HSI - npeAeTOBneHV1e 0 TOM, KTO KOKOe npoeTpOHeTBO

MO>KeT 30HV1M0Tb;

• pyrHHH3au,..isi - yeToHosneHV1e peryn5ipHoern, nosTop5leMoern Aeil1eTBV1111;

• HopMCTHBH3CU,HSI - yrnep>t<AeHV1e 3HOYV1MOeTV1 npV1T5l30HV1111, YYV1TblBOHV15l

eV1TYOU,V1V1 V1 npV1H5lTV15l ponei/1, TO eeTb, po3po6oTKO speMeHHO o65l3bl-

BOIOL1..\V1X eornoweHV1111, no3son5lt0Ll..\V1X npV1enoeo6nV1BOTb esoe noseAe-

HV1e Apyr K Apyry;

• p..iryanH3CU,HSI - CTepeornnHble noeneAOBOTenbHOern Aeil1eTBV1111;

• KaTeropH3CU,HSI - npou,eee neperosopos o TOM, KOK B30V1MHO TV1nV13V1-

posoTb Apyr Apyra V1 eBOV1 OTHOWeHV15l.

Bee 3TV1 Aei:1eTBV15l AOn>KHbl npV1AOTb poHee AOeTV1rHYTblM AOrosopeHHOeT5lM eV1ny

npV1BblYKV1, OHV1 opraHV13YIOT B30V1MOAei:1eTBV1e B npoeTpoHeTBe V1 speMeHV1, eonposo-

>KAOIOT V1HTepoKU,V10HHb1e npou,eeeb1. TOKV1M o6po3oM, npou,eeCb1 CTPYKTYPV1POBOHV15l

nOAAep>t<V1BOIOT eornoeoBOHHOeTb ¢opMOnbHO - Yepe3 noBTopeHV1e, eo6nt0AeHV1e

onpeAeneHHOro pV1Tyono, V1 eoAep>t<OTenbHO - Yepe3 noeT05lHHOe B03BpOLl..\eHV1e

K eyTV1 AOrosopeHHOeTei::t, K V1X AOnonHV1TenbHOMY o6oeHOBOHV1IO. EenV1 e nepBblM

enoeo6oM see nOH5lTHO - BBeAeHV1e pV1TyOnbHOern Tpe6yeT nOM5lTnV1BOern V1 rnpne-

HV15l, TO HO BTopoM eneAyeT oeTOHOBV1Tbe5l. Po3yMeeTe5l, nOAAep>t<V1BOHV1e npV1H5l-

Tb1x AOrosopeHHOeTei/1 He MO>KeT eBOAV1Tbe5l K HOnOMV1HOHV15lM, BeAb peYb V1AeT He

TOnbKO 0 eoxpoHeHV1V1, HO V1 0 po3po60TKe HO oeHOBe 3TV1X AOrosopeHHOeTei/1 AO-

nonHV1TenbHblX eornoweHV1i:1, no3son5l10ll..\V1X no XOAY Aeno npV1enoeo6nV1BOTb esoe

noBeAeHV1e Apyr K Apyry.

B npou,eeee KOMMYHV1KOU,V1V1 Heo6XOAV1MO noeT05lHHO nOAAep>t<V1BOTb Knt0YeBb1e

eMblenOBble TOYKV1, 30AOIOLl_\V1e eV1TYOU,V15lM ¢op MOT. 3Aeeb MO>KHO senOMHV1Tb MeTO-

AOnOrV1IO eeMV10TV1YeeKoro MOAenV1pOBOHV15l, B nonHoi::t Mepe npV1MeHV1My10 K KOMMY-

HV1KOTV1BHOC1 eV1TYOU.V1V1. D.V130i:1Hep MOAenV1pyeT, V1nV1 ¢opMornpyeT, 3TV1 eV1TYOU.V1V1 no-

epeAeTBOM BBeAeHV15l ¢YHAOMeHTOnbHblX KOAOB, KOTOpb1e nOAAep>KV1BOIOT eMblenosoe

eAV1HeTBO, p03BV1B05leb B TeMOX, TOK V1nV1 V1HOYe eB5l30HHblX e BonpoeOMV1: «YTO TOKOe

AV130C1H? » , « KTO TOKOC1 AV130il1Hep, KOKOBbl ero B03MO>KHOeTV1? » , « KTO TOKOC1 30K03-

YV1K, KOKOBbl ero o65l30HHOeTV1? » I « KOKV1e OTHOWeHV15l AOn>KHbl 6b1Tb Me>KAY AV130il1-

HepoM V1 30K03YV1KOM? » . Heo6xoAV1MO 30nO>KV1Tb 3TV1 TeMbl-KOAbl B KOMMYHV1KOL..1,V110

V1 noeT05lHHO V1X B0306HoBn5lTb, eoxpOH5l5l TeM eOMblM 30AOHHOe eMblenosoe pyeno.

 9. KOMMYHV1KA TV1BHA51 KOMnETEHTHOCTb ,D,V13Ali1HEPA 125

oA30BblE TEMbl-KOAbl, Heo6XOAl-1Mble Afl51 <PopMOT1-1pOBOHl-151 KOMMYHl-1KOTl-1BHblX ony-

Ol...llt1C1: «M"1P HECOBEPWEHEH », «BOnPOC BEPbl », «CAKPAJlbHASI )l(EPTBA».

nepB051 TeMO «M"1P HECOBEPWEHEH » n03BOfllt1T AOfl>KHblM o6po30M OTcPOpMornpo-

BOTb Cl-1TYOL..11-1IO ycTOHOBJleHl-151 COr!lOCOBOHHOCTl-1: Alt130C1Hep 1-1 30K0341-1K AOfl>KHbl

cornoc1t1TbC5I c TeM, 4TO 1-1x 0601-1x >KAeT HenerK1-1C1 nyTb . BseAeH1-1eM 3TOC1 TeMbl

pewOIOTC51 MHorne sonpOCbl, nOCKOJlbKY OHO ycnOKOl-1BOeT I IOCl-1T OM61t1L..1V11t1 1-1 npeA-

ynpe>KAOeT HeHy>KHb1e 1t1flfll031t11t1. B np1t1H5IT1t15I M1t1po TOK1t1M, KOKOB OH ecTb, HeT

nopo>KeH4eCTBO I eCTb CKpOMHOCTb 1-1 IOTOBHOCTb K TepneHl-110 - 04eHb none3Hble

K04eCTBO 1-1 Afl51 AV130C1Hepo, 111 Afl51 30K0341t1Ko.

TeMo «M"1P HECOBEPWEHEH » AOfl>KHO CTOTb neC1TMOT1t1BOM KOMMYH1t1KOL..11t11t1 Alt130C1-

Hepo c 30K0341-1KOM. Bo-nepsb1x, 3TO ny4wee cpeACTBO OT nep<PeKL..11t10H1t13MO, Ko-

TOpb1M 6e3HOAe>KHO CTPOAOIOT 1-1 30K0341-1K, 1-1 Alt130C1Hep; BO-BTOpb1x, 3TOC1 TeMoC1

Alt130C1Hep MO>KeT npo51CHl-1Tb 30K0341-1KY CflO>KHOCTb 1-1 npOTl-1BOpe41t1BOCTb KpeOTl-1BO.

BseAeH1-1e 3TOC1 TeMbl noMoraeT CH1t1MOTb no<Poc, B03H1t1Ka10w,1-1C1 so speM51 06cy>KAe-

H1t15I 30K030, KOIAO 30K0341-1KO nepenOflH51eT npeABKyweH1t1e CKoporo 4YAO, 1-1 CHV1-

>KOeT HOKOJl CTpOCTeC1, Bbl3BOHHblC1 OTCYTCTBV1eM 4YAO HO noc!leAy10w,1-1x o6cy>KAe-

Hlt151X KOHL..1enL..11t11t1 1-1 npOAYKTO.

BTopo51 TeMo «BOnPOC BEPbl » npeACTOBJ151eT Ho1-16onbwy10 CflO>KHOCTb 111 noTpe6yeT OT

Alt130C1Hepo onpeAefleHHOIO MOCTepcrna . ,D,eno B TOM, 4TO y Alt130C1Hepo B KOMMYHV1-

KOL..11-11-1 c 30K0341-1KOM cyw,ecrnyeT MOW,H051 Cl-1CTeMO 30W,V1Tbl - KOHL..1enL..11t15I, o<PopM-

JleHH051 s A1t130C1H-6p1-1<Pe . Ecn1-1 see CAeflOTb, KOK rneAyeT - npoAyMOTb, c<PopMyn1-1po-

BOTb 1-1 COr!lOCOBOTb KOHL..1enL..11t1IO c 30K0341-1KOM, TO 3TO n03BOJllt1T B AOflbHeC1weM yse-

peHHO o6ocHOBblBOTb cso1-1 KpeoT1t1BHb1e peweHl-151. Ho AO>Ke s 3TOM cny4oe ocToHeT-

C51 He4TO, He nOAAOIOW,eec51 o6ocHOBOHl-1IO 1-1 He 1t1Me10w,ee V1HOIO opryMeHTO, KpOMe

« 51 TOK B1t1>Ky » . V1 TOIAO np1t1AeTC5I CK030Tb: « nosepbTe, TOK 6yAeT llY4We » , V1 30K03-

41-1K AOfl>KeH npocTo nosep1t1Tb TOflbKO noTOMY, 4TO 3TO rosop1-1T A1-130C1Hep. Bo3MO>KHbl

CllY40l-1, KOIAO 30K0341-1K y>Ke np1t1XOAl-1T K A1-130C1Hepy c TOKOC1 sepoC1 - He B Clt1IOMV1-

HYTHble 4YAeCO, a B cnoco6HOCTb Al-130C1Hepo Blt1AeTb TO, 4ero He Blt1Alt1T OH, OAHOKO

4aw,e A1-130C1Hep AOfl>KeH coM no3o6ornTbC51 o sepe s Hero.

,D,n51 3TOIO AV130C1Hepy He06XOAl-1MO ssecrn KOA nOCBflll./8HHOCTH, KOTOpb1C1 OT-

<PopMOTV1pyeT KOMMYHl-1KOTl-1BHYIO Cl-1TYOL..ll-1IO . ,LJ,1-130C1Hep AOfl>KeH AOCTOBepHO 1-1 AO-

CTOC1HO HeCTl-1 BeHeL..1 noCB51W,eHHOCTl-1, 0 30K0341-1K - lt1CXOAV1Tb V13 6e3yCflOBHOIO HO-

fll-141-151 nocneAHero . Ecn1-1 3Toro He CAeflOTb, HOAe>KA HO 3<P<PeKrnBHYIO KOMMYHV1-

126 5b1Tb JJ,V13AlliHEPOM

KOU,VllO npoKrnYeCKVI He oCToeTC5l - npV1AeTC5l nepe>KVIBOTb see TPYAHOcrn nepco-

Hbl, He 06fleYeHHOill AOBepVleM. nocT05lHHO 6yAeT B03HJllK0Tb KpVlrnYeCKOe nporn-

BOpeYVle, o6btYHO Bb1po>KeHHoe sonpocoM 30K03YVIKO - « o noYeMy Bbl AYMOeTe, YTO

HOAO AeflOTb JllMeHHO TOK? » . KoA nocs5lLL.J,eHHOCTVI CHVIMOeT nOA06Hblill sonpoc, no-

CKOJlbKY orneT y>Ke AOH - « noToMy YTO 5l AV130il!Hep » . He cneAyeT nYTOTb nOCB5l-

LL.J,eHHOCTb c OBTOpVITeTOM: npV13HOHJlle OBTOpVITeTO He 03HOYOeT npV13HOHJll5l oco6oro

AOpo . TeMo «BOnPOC BEPbl » no3BOJ15leT c6onoHrnposoTb 06LL.J,yt0 rnTyou,J1110 VI npeA-

ynpeAVITb ysneYeHJlle 30K03YJllKO KpeOTJllBOM, nocKOJlbKY co sceill onpeAeJleHHOCTblO

YK03blBOeT HO KpeOTJllBHYIO YOCTb po60Tbl KOK HO «CB5lLL.J,eHHYIO TeppVITOpVllO » AV130ill-

Hepo, KYAO 30K03YVIKY BXOA 30K030H - OH MO>KeT XOAVITb BOKpyr )II OKOJlO, npV106-

LL.J,05lCb KOCBeHHO I HO HJll B KOeM cnyYoe He BMeWVIB05lCb.

T peTb5l TeMo «CAKPAJlbHASI )l(EPTBA» so3spoLLI,oeT K orneTcrneHHocrn 30K03YVIKO. ,lJ,n5l

AV130il1Hepo HeT onocHeill MOMeHTO, Kor AO 30K03YVIK rosopVIT eMy « Hy, Bbl >Ke 3Hoe-

Te, YTO HOAO AeflOTb, BeAb Bbl AV130il!Hep » )II ycTpOH5leTC5l OT BCTpeY )II 06cy>KAeHJ11i11.

3oKOHYVIBOeTc5l 3TO nnoYeBHO - YAJ11BJleHJ11eM, B03MyLL.J,eHJlleM VI KOHCTOTOU,Jllill «see He

TOK, KOK HOAO » , 0 nOCKOJlbKY KOK « HOAO » 30K03YJllK He rosopVlll, AV130il!Hepy 060-

CHOBOTb CBOJll peweHJll5l HeYeM, OH AeillCTBJllTeJlbHO «COM see HonpVIAYMblBOJl » . Lfro6bl

He nOCTPOAOTb OT 6e30TBeTCTBeHHOCTJll 30K03YJllKO )II co6crneHHOro nerKOMblCJlJll5l,

HOAO c COMOro HOYOJlO rOTOBJllTb 30K03YJllKO K >Keprne - B nepsy10 OYepeAb speMe-

HeM )II KOM¢opTOM, HO He TOJlbKO.

3oK03YJllK scerAO npVIXOAJllT K AV130il1Hepy c )llJ1Jll03J115lMJll )II 30 )llJ1Jll03Jll5lMJll KOK

K sonwe6HJllKY I )II KOrAO Bbl5lCH5leTC5l, YTO AV130il!Hep He MO>KeT yraAblBOTb MblCJl)ll

VI MOMeHTOJlbHO J11cnonH5lTb >KenOHV15l (K TOMY >Ke CMYTHb1e), 30K03YVIK J11Cnb1Tb1soer

p030YOpOBOHVle )II HOYJllHOeT CBOJllM BMeWOTeJlbCTBOM eLL.J,e 60flbWe ycnO>KH5lTb CJll-

TYOU,JlllO . HoAo roTOBVITb 30K03YVIKO K pVICKY, K TOMY, YTO OH ysJ11AJ11T He 3epKOflbHOe

OTpO>KeHJlle CBOJllX >KeJlOHVlill )II AO>Ke He TO, YTO AV130il1Hep OnVIWeT eMy B HOpporn-

se. 3oK03YVIKO HOAO roTOBVITb K >Keprne J11flflt03J115lMJ11. Ho VI 3TO He see.

3oK03YVIKY npV1AeTC5l no>KepTBOBOTb CTPOAOHJ115lMJ11: ecnVI OH orneyoeT 30 pe3ynb-

TOT, OH AOJl>KeH HeCTJll )II csoe 6peM5l TBOpYeCKJllX MyK. 3TJll MYKVI conpVIYOCTHOCTJll

KpeOTVIBY seCbMO ycnOBHbl, HO noMyYVITbC5l OH AOJl>KeH, XOT5l 6bl B npou,ecce o6cy>K-

AeHJll5l KpeOTJllBHblX peweHJllill. 3To >Keprno AeillCTBJllTeJlbHO COKp0llbH05l, noTOMY YTO

OHO COKpb1T05l )II CB5lLL.J,eHH05l B TOM CMblCJle, YTO 5lBJ15leTC5l CJllMBOJlVIYeCKOill nflOTOill 30

npV106LL.J,eHJ11e K Kpeornsy, nycTb VI KocseHHoe. BnpoYeM, 3rn CTPOAOHV15l J11Met0r 060-

poTHoill cTopoHoill YAOBOJlbCTBVle, VI He HOAO JlVIWOTb 30K03YVIKO Toro VI Apyroro, reM

 9 . KOMMYHV1KA TV1BHA51 KOMnETEHTHOCTb D,V13Ail1HEPA 12 7

6onee, 4TO B03HV1KOtOW.O>i Ho 6o3e cosMeCTHblX « MyK » cornocosoHHOCTb 6e3MepHo

o6nerYoeT KOMMYHV1KOU,V1tO HO scex ee 3Tonox.

Bso,D,V1Tb B KOMMYHV1KOU,V1IO TeMbl «MV1P HECOBEPWEHEH » V1 «CAKPAJlbHASI )t(EPTBA» cne-

,o,yeT c nOMOW,blO TOKV1X pe4eBblX npOKTV1K, KOK OT3epKOnV1BOHV1e, no,o,rnep>K,o,eHV1e,

nepe¢po3111posoH111e, pe3t0M1t1posoH111e, yTOYHeHvie.

BopvioHTbl sse,o,eHV15l TeMbl «MV1P HECOBEPWEHEH »:

30K03'1HK: « 71 npeACTOBn71n 3TO COBCeM no-ApyroMy»

«AeillCTBl-'!TenbHO, BH040ne see npeACTOBn71-

... nOATBep>t<AeH1-1e
nocb no-ApyroMy, TOK o6bl4HO 1-1 6b1soeT>>

« BHOYone HOM see npeACTOBn71eTC71

B OAHOM CBeTe, 0 nOTOM Cl-'ITYOUl-171 MeH71-
nepe¢po31-1posoH1-1e eTC71 : Mbl MeH71eMC71, TO , 4TO HOC OKpy-
>t<OeT, 1-1 Mbl H041-1HOeM B1<1AeTb 1<1H04e - 3TO
ecTeCTBeHHO »

« HOWl-1 nepsoH040nbHble npeACTOBneHl-171

OCHOBOHbl, KOK npos1-1no, HO OHOnorax, HO
y>t<e B1<1AeHHOM, HO nony41-1TbC71 AOn>KHO
... pe3IOM1-1pOBOHl-1e
He4TO op1-1rnHOnbHOe , no3TOMY cosnoAe-
Hl-'!e c npOTOTl-'lnOM HeB03MO>KHO 11 He>Ke-
noTenbHO »

BopvioHTbl sse,o,eHvi>i TeMbl «CAKPAilbHASI )t(EPTBA»:

3aK03'1HK: « 71 He AYMOn, 4TO 3TO noTpe6yeT CTOnbKO speMeH11 »

«AO, AO>t<e He AYMoewb, 4TO 3TO noTpe-

... OT3epKon1<1BOH1<1e
6yeT CTOnbKO speMeHl1 »

« AO, 3TO cnO>KH071 po60TO, 11 OHO Tpe6y-

... nOATBep>t<AeH11e
eT MHoro speMeH11 »

« npOBAO, KOK TOnbKO H0411HOeWb COM Ae-

nepe¢po311posoH11e
nOTb, nOHl1MOeWb, KOK see HenpOCTO »

« KOHe4HO, C03AOHl1e A1130il1HO Tpe6yeT 30-

... pe3IOM11p0BOH11e TPOT 11 c11n, 11 speMeH11, 3To TPYA, 11 TOnb-
KO OH AOeT pe3ynbTOT »

«Bbl nonoraeTe, 4TO 3TO BHeCeT KOppeKTl-'!Bbl

YT04HeH11e s How rpo¢1-1K? BnonHe B03MO>t<HO - po6o-
TOTb nyYwe c peonbHblMl1 AOTOMl1 »
128 5b1Tb DJ13Ail1HEPOM

BBOAl-1Tb TeMy «BOnPOC BEPbl » ny4we nocpeACTBOM np7!MblX po3b71CHeH1-1ll1, s KOTOpb1x

AOn>KHbl 6b1Tb 30Aell1CTBOBOHbl 1-1 ABe Apyr1-1e TeMbl: «MHp HecoaepweHeH, 4Y,t:1ec He 6btBOeT,

HO Mb/ r70r7b!TOeMC51; B03MO>KHO, L/TO-TO r7017Y4HTC51, ecllH 6y,t:1eM ,t:1ep>KOTbC5/ BMecTe, HO

eCTb TeppHTOpH51, OTKpbtT051 TOllbKO ,LIH30UHepy, eMy H0,£10 aepHTb, nOTOMY L/TO OH yMe-

eT BH,t:1eTb To, 4ero eLLJe HeT».

3T1-1 Tp1-1 TeMbl AOn>KHbl conpoBO)l(AOTb KOMMyH1-11<ow1-110 A1-130ll1Hepo c 30K0341-1KOM, no-

TOMY 4TO B Hl-1X Al-130ll1H poc1<pblBOeTC7! He KOK BeW,b 1-1n1-1 ycnyra, 0 KOK co6btTHe, KOTOpoe

npo1-1cxOAl-1T np1-1 BCTpe4e A1-130ll1H-npOAYKTO c 4enose1<0M. 3oK0341-1K - Y40CTHHK 3Toro co-

6blTl-171, ecn1-1 )Ke eMy OTBOA71T ponb n0Tpe6we1151 - A1-130ll1H He soll1AeT s ero )l(l-13Hb. EMy

He06XOAl-1MO nOH71Tb, nepe)l(l-1Tb 1-1 nosep1-1Tb, TOnbKO TOrAO BCTpe40 CTOHeT B03M0)1(H0111.

KoMMYHl-1KOTl-1BH071 KOMneTeHTHOCTb - 3TO MOCTepcrno coxpoH71Tb csoe «n1-1wo» 1-1 «n1-1wo»

nopTHepo B KOMMYHl-1KOWl-11-1, 0 BOBCe He 6e3orosop04H071 yCTyn41-1BOCTb. V1HOrAO «M84 rop-

AOCrn » HOAO AOCTOBOTb 1-13 HO)l(eH, KOK CK030HO B KH1-1re XoraKyp3 COMypo7! 5lMOMOTO

lJ,yH3TOMO:

«ECTb ,£/Be pa3HOBH,LIHOCTH xapaKTepa, BHeWH5151 H BHyTpeHH5151, H TOT, yKoro He

XBOTOeT 0,LIHOUH3 HHX, HH K 4eMyHe np1-1ro,t:1eH. 3-ro r70,LIOOHO 11e3BHIO Me'-10, KO-

TOpbtU xopowo HOTOL/eH H BllO>KeH 8 HO>KHbl. ~ BpeM51 OT BpeMeHH Bb/HHMO-

IOT, ocMOTp1-1aat0T1 xMyp51 6pos1-11 KOK nepe,t:1 OTOKou, npoTHpGIOT ne3BHe, a 30-

TeM Kna,t:1yT o6parHo a HO>KHbt. Ec111-1 4e11oaeK nocT051HHO ,t:1ep>1<w Mel/ o6Ha-

>KeHHbtM, OH noK03btBOeT aceM era caepKOIOLLJee ne3BHe. B 3TOM c11y4ae 11t0,t:1H

He r70,LIOU/:IYT K HeMy, H y Hero He 6y,LleT C0/03HHKOB. c ,t:1pyrou CTOpGHbl, ec11H

Mel/ r70CT051HHO HOXO,LIHTC51 8 HO>KHOX, OH 30p>KOBeeT, /7e3BHe 30TynHTC51, H 17/0/1,H
2
nepecTOHYT yaa>KOTb era o611a,t:1are1151>> .

nPAB"1nA nPE3EHTAU."1"1 . KoMMyH1-11<ow1-171 A1-130ll1Hepo c 30K0341-1KOM 1-1MeeT ABe CTOAl-1W

CTOAl-110 3HOKOMCTBO, o6cy)l(AeHl-171 30K030 1-1 CTOAl-110 npe3eHTOWl-11-1 - 1-1Ael-1, KOHwen-

Wl-11-1, 1<peorn BHb1x peweHl-1111, npoAyKro . Ecn1-1 so spe M71 3HOKOMCTBO 1-1 o6cy)l(A8Hl-171

30K030 np01-1CXOAl-1T ycTOHOBneH1-1e cornocOBOHHOCTl-1, TO npe3eHTOWl-171 - 3TO speM71

nOAAep)l(OHl-171 cornocosoHHOCTl-1 . Bo speM71 npe3eHTow1-11-1 y)l(e no3AHO 4To-ro «ycro-

Hosn1-1sOTb » - <j>opMOT KOMMyH1-1Kow1-11-1 AOn)l(eH 6b1Tb y)l(e 30AOH .

Ho1-1BHO HOAe71TbC71 HO 1-13H040nbHYl0 roTOBHOCTb 30K0341-1KO no31-1Tl-1BHO socnp1-1H1-1MOTb

4Y)l(l-1e l-1HTepnpeTOWl-11-1 CBOl-1X 30BeTHblX Mb1Cnell1 1-1 )l(enOHl-1111. 3ro rOTOBHOCTb C03-

2 KHi-ffa CaMypa~: IOA30H ,LJ,ai'iAOA3'1. 5yAocernHCIO. 51MaMoTO lJ,yH3TOMO. XaraKyp3. IOK1-10 M1-101Ma. XaraKyp3
H10MOH : nep. P.B . KornHKO, A.A. M1-1l.L\eHKO. - C n 6.: Espa 31-1 ~, 2003. C. 166-167.
 9 . KOMMYHV1KA TVIBHA51 KOMnETEHTHOCTb JJ,V13Ali1HEPA 129

AOeTC~ HO neps~x BCTpe40X, HO K04eCTBO npoAenoHHO~ po6oT~ nposep~eTC~ HO

npe3eHTou,111111. Po3yMeeTc~, ecn111 csoespeMeHHO 6b1no ocyli..\eCTBneHo ycT0HosneH111e

cornocosoHHOCTll1 c BHeApeH111eM KmoYeBblX TeM-KOAOB, TO K MOMeHTY npe3eHTou,111111

CKnOAblBOeTC~ onpeAeneHHOe CMblCnosoe npocTpOHCTBO ( ceMll10Tll14eCKO~ c111Tyou,111~) I

s KOTopoM Bb1nonHeH111e scex 30A04 cyLl..lecrneHHO ynpOli..\OeTc~.

0AHOKO AO>Ke B TOK111X 6naronp111~THblX ycnos111~x npe3eHTOU,111~ 4peBOTO HOnp~­

>KeHHOCTblO I np1114111HO KOTOpo~ - B np111Hu,111n111onbHOM, HeycTpOHll1MOM HeAOBep111111 30-

K034111KO, KOTopoe MO>KeT cKpblBOTbC~ 30 ysepeH111~M111 s o6poTHOM . ToK oHo 111 ecTb:

OH 111 sep111T, 111 He sep111T, 111 6onbwe sce-TOKll1 He sep111T . 3oK034111KY TPYAHO np111H~Tb,
no Kpo~He~ Mepe cpo3y, 4Y>K YIO ll1HTepnpeTou,11110 csoero coKposeHHoro, seAb K All1-

30~Hepy OH np111XOA111T He 30 o6beKTOM, 0 30 nOATBep>KAeHll1eM np111T~30Hll1~ HO He-

Kll1~ o6po3 coMoro ce6~ .
3Tll1M o6ycnosneHO Heo6XOA111MOCTb nerll1TV1MOU,111111 111Ae111 (KoHu,enu,111111, npOAYK-
To), KOTopo~ ocyli..\eCrnn~eTc~ nocpeACTBOM onenn~u,111~ K TOKll1M no3111u,111~M, KOK:

KOHu,enT , nornKa , asTopMTeT, «AM30HHepcKMH reHMH ».

Anenn~u,111~ K KOHu,enTy po6oToeT npoKTll14eCKll1 6e30TK03HO, HO TOnbKO B TOM cny-

40e, ecn111 KOHu,em 6b1n o6cy>KAeH, npoAyMoH, c¢opMyn111posoH 111 cornocosoH c 30-
K034111KOM no sceM npos111noM. B 3TOM cnyYoe He np111H111MOTb onenn~u,11110 K KOHU,en-
TY - 3H04111T OTK030TbC~ OT csoe~ n0An111c111. KoHe4HO, 111 3AeCb MoryT 6b1Tb ynosK111

«Bbl He TOK MeH~ noH~nll1 » , (( ~ He 3TO 111Men B Bll1Ay ». 0AHOKO np1116erHyTb K H111M 30-

K034111KY 6yAeT 30TPYAH111TenbHO, ecn111 KOHU,em 6b1n 30¢111Kc111poBOH B A11130~H-6p111¢e

111 yrnep>KAeH .

Anenn~u,111~ K norMKe - Apyroe snonHe HOAe>KHOe cpeACTBO nernT111Mou,111111 111Ae111, KO-

Topoe nOMO>KeT All130~Hepy ycneWHO o6o~rn nosywKy HeAOBep111~, nOCKOnbKY norn-
KO B nOHll1MOHll1111 30K034111KO npOTll1BOnono>KHO cy6beKTll1BHOCTll1 111 TBOp4eCKOMy np01113-

sony . 3oK034111KY AOn>KeH 6b1Tb npoAeMOHCTp111posoH nor1114ecK111~ nyTb K 111Aee, 3AeCb

111 np111rOAll1TC~ yMeH111e pe¢neKc111poBOTb no noBOAY Toro, 4TO AYMOewb 111 Aenoewb,
yMeH111e ~CHO 1113noraTb 111 BblCTpo111BOTb cu,eH111YecKy10 nocTOHOBKY B30111MOAe~crn111~ .

Anenn~u,111~ K aBTOPMTeTy np111 see~ csoe~ 3neMeHTOpHOCTll1 He CTOnb npocTo, KOK

MO>KeT noK030TbC~, nocKonbKY An~ 3Toro HOAO 3HOTb, 4TO ~sn~eTc~ OBTop111TeTOM
An~ 30K034111KO. Ecn111 «111M111T0Topo » ycnoKOll1T ccb1nKo HO 3HOMeHll1TOCTb, np111H~swy10

nOA06Hoe A11130~HepCKOe npeAnO>KeH111e, TO An~ «3KCnep111MeHTOTOpO » TOKO~ opry-

MeHT 6yAeT ocKop6111TeneH. Bo 11136e>KOH111e nOA06HblX c111Tyou,111~ B K04eCTBe OBTO-
130 5b1Tb ,D,V13Ail!HEPOM

pvneTo nyYwe V1Cnonb30BOTb pe<PepeHTHble nV1L(O V13 npo<PeccV10HOnbHOC1 cpeAbl 1-1nV1

6e3flV1YHble CCblflKV1.

Anenn51L(V151 K «AH3CHHepcKoMy reHHIO » - nocneAHV1C1 opryMeHT V1 V1Cnonb3yeTC51 TOnb-

KO B Tex cnyY051X, Kor,o,o HV1Yero He noMoroeT: KOHL(enT CTOBV1TC51 30K03YV1KOM nOA

coMHeHV1e, nornKo He y6e>K,o,oeT, o OBTOpV1TeTo nV16o HeT, nV16o OH He ycTOHOBneH .

Tor,o,o ocToeTC51 CK030Tb « noBepbTe MHe, HOAO AenOTb V1MeHHO TOK, 51 3TO 3HOIO,

noToMy YTO 51 AV130C1Hep ». Po3yMeeTC51, 3TO onenn51L(V151 6yAeT pe3ynbTOTV1BHO TOnb-

Ko B TOM cnyYoe, ecnV1 poHee 6blf10 BHe,o,peHO TeMO-KOA «BOnPOC BEPbl ».

nerV1TV1MOL(V151 KpeornBHblX peweHV1C1 BC er AO Tpe6yeT COOTBeTCTBy10w,erO KOHTeKCTO.

Henb351 HOYV1HOTb npe3eHTOL(V1IO c AeMOHCTpOL(V1V1, eC1 o65130TenbHO AOfl>KHO npeA-

wecrnoBOTb BBeAeHV1e B <PopMe 6o3oBoro HoppornBa V1f1V1 nereH,o,b1 .

nonHblC1 OHOflV13 KOMMYHV1KOTV1BHblX CV1TYOL(V1C1 npe3eHTOL(V1V1 He BXOAV1T B HOWV1 nno-

Hbl, no3TOMY orpOHV1YYCb yK030HV1eM Ho HeCKOnbKO npaeHn , KOTOpb1e cneAyeT co-

6n10AOTb BO BpeM51 npe3eHTOL(V1V1:

• Bb1BeCTV1 «51 » V13 peYeBoro o6opoTo, oco6eHHO npV1 o6ocHOBOHV1V1 CBO-

V1X peweHV1C1; 3TO He 03HOYOeT 30MOflYV1BOHV151 CBOV1X 30Cnyr V1f1V1 npV1-

nV1C~BOHV151 V1X 30K03YV1Ky, co6cTBeHH051 OBTOpCK051 n03V1L(V151 BCerAO

AOfl>KHO npV1CYTCTBOBOTb, HOB MOKCV1MOflbHO Aef1V1KOTHOC1 <PopMe, no-

3TOMY nyYwe V1CnOflb30BOTb HeC1TpOnbHble o6opOTbl: « npeACTOBf151eT-

C51, YTO 3TO 6yAeT V1HTepecHo » ; « Onb1T noK03blBOeT, YTO nyYwe CAe-

nOTb TOK » V1 T . n . ;

• V136eraTb YOCTV1L(bl « HO » ; OTBeY051 HO KpV1TV1YeCKOe 30MeYOHV1e V1f1V1 BO-

npoc, He B03pO>KOTb OTKpblTO, 0 f1V160 MblCfleHHO nepe<j)opMyn1-1po-

BOTb BblCK03blBOHV1e 30K03YV1KO V1 OTBeYOTb HO CBOIO BepCV1IO I nV160 Bbl-

Aep>KOTb noy3y V1 npOAOfl>KV1Tb CBOe o6ocHOBOHV1e, npoV1rHopV1pOBOB

Bbl30B ;

• Bb1Aep>KV1B0Tb noy3y I oco6eHHO B cnyyoe MOCCV1pOBOHHblX B03pO>Ke-

HV1C1 co CTOpOHbl 30K03YV1KO, He cneWV1Tb AOK03blBOTb CBOIO npOBOTY;

V1HOr AO nyYwe MOnYOTb AO Tex nop, no Ko, Bb1roBopV1BWV1Cb, 30K03-

YV1K COM He cnpOCV1T « O YTO Bbl COMV1 AYMOeTe no 3TOMY nOBOAy? » ;

• nponycKOTb flV1YHOCTHble OL(eHKV1 HeraTV1BHOro xopoKTepo; ecnV1 V1rHO-

pV1pOBOTb V1X He YAOeTC51, MO>KHO V1CnOflb30BOTb y>Ke ynoM51HYTblC1 npV1-

 9. KOMMYHV1KA TV1BHA51 KOMnETEHTHOCTb ,D, V13Ail1H EPA 131

eM nepe¢opMynV1posOHV151 «Hey,o,o6Horo » SbleK03blSOHV151 V1flV1 sonpoeo V1

peornposOTb y")f(e HO esolO sepeV1IO .

Co6nio,o,eHV1e 3TV1X nposV1fl noMO")f(eT eoxpoHV1Tb KOHTpO!lb HOA eV1TYOL-IV151MV1 . B npo-

n1sHoM enyYoe see yeV1JlV151 no ¢opMOTV1posoHV1IO eV1TYOL-IV1i:;1 yeToHosneHV151 V1 no,o,,o,ep-

")1(0HV151 eornoeo soHHOeTV1 6y ,o, YT HonpoeHbl.

<l>OPMAH1POBAH"1E COCTOSIHl-1111. KoMMYHV1KOTV1SH051 KOMneTeHTHOeTb HV1 s KOei:;1 Mepe

He esO,D,V1Te51 K 3HOHV1IO V1J1V1 HOSblKOM, 3TO - COCT05fHUe, npV1 KOTOpOM 3HOHV151 V1 HO-

SblKV1 npespoU-1010Te5l s opraHV1YHb1i:;1 V1 enoHTOHHb1i:;1 enoeo6 ,o,ei:;1eTsV1i:;1. B noToKe KOM-

MYHV1KOL.IV1V1 HeT speMeHV1 HO po3Mb1wneHV15l V1 poeYeT, Heo6xo,o,V1M V1HTenneKTyonbH0-

3MOL.IV10HOflbHb1i:;1 ¢oH' n03SOJ15llOU-IV1i:;1 no,o,6V1p0Tb no,D,XO,[J,51U-IV1e nonepHbl ,o,ei:;1eTBV1i:;1 V1

no,o,sepraTb V1X MOMeHTOflbHoi:;1 eV1TYOTV1SHoi:;1 KoppeKL.IV1V1. Co3,o,OHV1e TOKoro ¢oHo -

eflO")f(H051 30,D,OYO. Cnoeo6HoeTb K npo¢eeeV10HOflbHOMY KOMMYHV1KOTV1SHOMY ,o,ei:;1-

eTsV110 onpe,o,en51eTe51 6030SblMV1 MV1pOS033peHYeeKV1MV1 yeTOHOSKOMV1, KOTOpb1e Mbl

poeeMoTpV1M s ene,o,y10U-1ei:;1 rnose. A eei:;1Yoe 51 e¢opMynV1pyio HeeKOflbKO npas1-111,

KOTOpb1e no3sOJ151T ¢opMornposOTb sHyTpeHHV1e eoeT051HV151 V1 sb1po60TblSOTb none3-

Hb1e neV1XOJ10rV1YeeKV1e npV1SblYKV1.

«<l>"1KC"1PYlll «TO'-IKl-1 C60PK"1 ». Heo6xo,o,V1MOeTb TOKoro yMeHV151 o6yrnosneHo cneL.1V1¢V1-

Koi:;1 ,D,V130i:;1HepeKoi:;1 ,D,e51TeJlbHOeTV1, 0 sepHee, KpeOTV1SO: eHOYOJlO JlOrV1YeeKV1 po3p0-

6oTblSOeTe51 KOHL.1enT, 0 30TeM - po3pb1S, «npoeseT», s KOTOpOM 6y,o,eT SV1,D,eH o6po3 .

EenV1 oeTOSOTbe51 see speM51 s norV1YeeKoi:;1 L.1enV1, 6b1Tb poeey,o,oYHo-noene,o,osoTeflbHblM

V1 nblTOTbe51 «SblSO,D,V1Tb » 0,0,HO V13 ,o,pyroro - ,D,V130i:;1H-npo,o,yKT He eo3,D,0Tb, noTOMY YTO

o6po3 Heflb351 SblseeTV1 V13 KOHL.1enTO.

,D,pyrnMV1 eJlOSOMV1' s ,D,V130i:;1He ,o,ei:;1ernV1e ,o,eTepMV1HV1eTeKoro npV1HL.IV1nO J1V1-

Hei:;1Hoi:;1 npV1YV1HHo-ene,o,eTBeHHOi:;1 es513V1 orpOHV1YeHO' s rop03,D,O 60JlbWei:;1 eTe-

neH V1 npV1MeHV1Mbl np V1HL.IV1 n bl Hell V1Hei:;1 HOi:;1 A V1HOM V1Yee K oi:;1 e V1eTeMbl' y K 0 3blSOIO-

U-IV1 e HO HeeT06V1JlbHOeTb, eMeHy ¢03, TOYKV1 6V1¢ypKOL.IV1V1, Henpe,o,onpe,o,eneH-

HOeTb ,D,SV1")f(eHV151 . nynbeV1pylOU-1051 npV1pO,D,O KpeOTV1SO 06b5leH5leT V1 KflOYKOSO-

TOeTb ,D,V130i:;1HepeKoro npo¢eeeV10HOJlbHOro nyTV1, s KOTOpOM HeT OYeSV1,D,Horo

nporpeeeo.

KoHeYHO, on~T ,o,oeT KOYeeTseHH~i:;1 npV1poeT, HO He ropoHTV1pyeT OT nopo-

>KeHV1i:;1 . B npo¢eeeV1V1 ,o,V130i:;1Hepo HeT 3SOfllOL.IV1V1 KOK 30KoHoMepHoro noene,o,o-

soTeflbHoro nepexo,o,o OT o,o,Horo eoeT051HV151 s ,o,pyroe, 6onee ynop51,o,0YeHHoe

V1 eosepweHHOe, - eeTb nepeMeU-1eHV15l. npoU-1e rosop51, S Jll060i:;1 MOMeHT MO>K-

13 2 5b1Tb ,D,V13AillHEPOM

HO noTepneTb HeyA04Y 111 COMOMY He nosep111Tb, KOK TOKOe MOr CAenOTb, 111n111 6b1Tb

He s cocT051Hll1111 CAenoTb TO, 4TO spoAe 6b1 A en on MHoro po3 .

ToK111e nposonb1 - HeO>Kll1AOHHb1e, HenoH5ITHb1e, Henorn4Hble, o6bl4HO T51>Ke-

no nepe>Kll1SOIOTC51 111 nOAPblSOIOT COMOOU,eHKY . 0TCIOAO TOK SO>KHO A11130ll1He-

py noMHll1Tb, 4TO Aeno He s HeM (111n111 He seer AO s HeM), no3TOMY HOAO poc-

cno6111TbC5I 111 npOAOn>KOTb 30Hll1MOTbC51 CSOll1M AenoM, OCTOS051Cb scerAO rOTO -

SblM 111 K ycnexy, 111 K nopo>KeHll1IO. fnosHoe s 3T111X nepeMell..leHll151X yMeTb <j>111K-

c111posOTb « T04Kll1 c6opK111 » .

,LJ,n51 Toro 4T06bl TpeH111posoTb s ce6e cnoco6HOCTb K Kpeornsy I s TOM 4111Cne

111 s KOMMYHll1KOT111SHOll1 C111Tyou,111111, Heo6XOAll1MO Sb1p060TblSOTb HOSblK npepb!BHOCTU

u so306HoBf7eHU5/ cocT051Hll1111 - HOY4111TbC51 « OTnycKOTb ce651 » 111 «co6111pOTb » . 06L1..1111e

YK030Hll151, KOK 3TO AenOTb, AOHbl s cneAy10L1..1ell1 rnose, OTMe4y TOnbKO onpeAe-

neHHYIO cno>KHOCTb « c6opK111 »: so - nepsblX, c111no S0306HosneHll151 posHO c111ne TBOpe-

Hll151; so-sTopb1x, ecn111 Henpos111nbHO « S0306Hosn51TbC51 » , MO>KHO o6pe4b ce651 HO OA

Se4HOrO nOSTOpeH11151. npepblSHOCTb COMO no ce6e H1114ero He pewoeT: MO>KHO see

speM51 « S03H111KOTb » , Ho nonoAOTb s npoTopeHHoe pycno, He 111Me5I Hll1KOKoro woHco

sb16poTbC5I 1113 « AH51 cypKo ». KoK rosop111n M.K. MoMopAows111n111, OA - 3TO c111Tyo-

u,11151, KOrAO c HOMll1 4TO-TO np0111CXOA111T, 0 Mbl He nOHll1MOeM, He 1113sneKOeM Onbl-

TO, 111 3TO 6ecKoHe4HO nosTop51eTc51; Heo6xoA111Mo TexH111Ko yAep>1<0H1115I cocT051Hll1111,

HY>KHO CTpyKTypo, 4epe3 KOTopy10 MO>KHO 6b1no 6bl nponycrnTb COCT051Hll1e, KOK 6bl
3
«onnOSll1Tb » ero 111 CAenOTb OTnposHOll1 T04KOll1 An51 H040no nyTll1 s cneAYIOLl..1111111 po3 .

«OCBOEiOAl-1 Ab1XAH"1E ». 3Mou,1110HonbHb1e ou,eHK111 30TPYAH51IOT Aenosy10 KOMMyH111Ko-

u,11110 soo6L1..1e, HO An51 KOMMyH111Kou,111111 All130ll1Hepo c 30K034111KOM 0H111 onoCHbl, AO>Ke

ecn111 HOC51T S111A111MO n03111T111SHblll1 xopoKTep . 6one3HeHHOe OTHOWeH111e K ou,eHKOM

csoell1 po60Tbl - 06Ll..I051 6eAO TBOp4eCKll1X nl0Aell1, s 1113SeCTHOll1 Mepe ell1 nOASep-

>KeH 111 A11130ll1Hep . 3To MewoeT po6oTOTb npOAYKTll1SHO, TeM 6onee 4TO 111 30K034111K

npo51sn5leT s KOMMyH111Kou,111111 1113n111wHee so36y>1<AeH111e, nocKonbKY yyscTByeT ce651

np11140CTHblM K KpeoT111sy .

V1 A11130ll1Hep, 111 30K034111K 111cnonb3YIOT KOMMyH111Kou,11110 npe>KAe scero An51 c0Mo-

peon1113ou,111111 111 COMOyTBep>KAeHll151, 4TO seer AO 4pesoTO 3MOU,1110HOnbHblMll1 ou,eHKO-

Mll1, no3TOMY A11130ll1Hep 30111HTepecosOH s npeAenbHO cnOKOll1HblX, AO>Ke 6eccTpOCT-

HblX OTHOWeHll151X c 30K034111KOM, 4TO scerAO nOA sonpocoM . V136eraTb 3MOU,111111 111n111

3 CM .: MaMapAO WB"1n"1 M.K. YKa3. COY. C. 14 .

 9 . KOMMYHV1KATV1BHA51 KOMnETEHTHOCTb )J,V13Ail1HEPA 133

nOAOBMITb 111x oYeHb TPYAHO - nyYwe ocso111Tb HOBblK npHeMJTeMoii MapKHposKH 3MO-

/.lHH. ToK, 3Mou,1110HOflbHb1e BblnOAbl 30K03'-1111KO s Ayxe « HOAO soo6w,e H111Yero He no-

Hll1MOTb, '-IT06bl CAeflOTb TOKOe » MO>KHO HeilnpO!lll130BOTb, MOpK111poBOB ero rHeB, npe-

3peH111e 111flll1 1113AeBKY KOK « 30111HTepeCOBOHHOCTb » 111Jlll1 «03060'-leHHOCTb ». 3AeCb O'-leHb

BO>KHbl ¢op My ll111p0BKll1.

Ho Afl51 Toro YT06b1 111cnOflb30BOTb TOKOll1 np111eM, HY>KHO 6b1Tb s cocT05!H111111 3TO

CAeflOTb, np111YeM 6blCTpo. V1HOrAO AOCTOTO'-IHO ocso60All1Tb Ab1XOHll1e B np51MOM 111 ne-

peHOCHOM CMb1cnox 3Toro cnoso. 0 TOM, KOK KYllbT111s111posOTb cocT051Hll1e BHYTpeH-

Hero noK051, 6yAeT CK030HO B CfleAy10w,ei11 rnose, 0 ceil1YOC AOCTOTO'-IHO HOnOMHll1Tb

npOBOCJlOBHOe HOCTOBJleH111e - «CTJVKOHMHpHb/H/J.yX, H Tb/C5/LIH BOKpyr re6>1 cnacyrc>1».

«AHAm13"1PYlll 3TO ». CTpyKTypo onb1To AOfl>KHO 6b1Tb 3oneYorneHo s TeKcTe, no3TO-

My A11130il1Hepy TOK BO>KHO OTAOBOTb ce6e OTYeT s TOM, rAe oH, YTO OH AYMOeT, Ae-

noeT, 111 yMeTb poccK03blBOTb 06 3TOM (ce6e 111/111n111 ApyrnM). TexH111Ko y 4ep>KOHH>1
COCT051Hll1"1 npeAnonaroeT nOCT051HHYIO rOTOBHOCTb K pe¢neKCll1111, 0 3H0'-1111T I 111 K KOH-

CTpy111pOBOHll1IO TeKcTo, 111n111 cTpyKTypb1, s KOTopoil1 HeYTO cMo>KeT snepsb1e nonyY111Tb

OCMblCJleHHbli/1 B111A, np111secT111 K nOHll1MOHll1IO, KOTOpoe COMO co6oil1 He B03Hll1KHeT.

3AeCb Mbl On51Tb B03Bpow,oeMC51 K nOH51Tll1IO « Cll1JlbHOil1 ¢opMbl » I HO y>Ke B KOHTeKCTe

Me>Kflll1YHOCTHOll1 KOMMyH111Kou,111111 . ,D,pyr111M111 cnosoM111, ¢opMornposoH111e KOMMYH111KO-

Tll1BHblX C111Tyou,111"1 npeAnonoraeT OTCTpoHeHHbli/1 B3rfl51A HO np0111CXOA51W,ee 111 BBeAe-

H111e TeKcTo KOK ynop5!AOY111so10w,eil1 CTPYKTYPbl.

«3CTET"13"1PYlll TO ... ». 3cTeTll130U,11151, KOK poHee 6blfl0 CK030HO, eCTb OKT, BKJll0'-10-
IOW,111111 B ce651 OTCTpOHeH 111 e, BHeCeH111e rpOHll1U,bl 111 nepe>Kll1BOHll1e nonyYeHHOi/1 u,e-

JlOCTHOCTll1 . Ecn111 pe¢ne K Cll151 - 3To po6oTo, To 3CTeT1113ou,11151 - OTAblX: He npoAy-

MblBOTb 111 CTpyKTyp111posOTb, HO co3epu,0Tb . .. Pe¢neKc111py51, Mbl ¢111Kc111pyeM ce651

111 KO K 6b1 30Kpb1soeMC5!, o 3CTern3111py51 - OTKpb1soeM ce651 (M111py, ,D,pyroMy),

OCTOBJ15151 cepAu.e cnOKOil1HblM.

«M EHSllll rOP "130 HT o n1-1CAH"1SI ». T peH111pyeT 3TOT HOBblK ocMb1cneH111e MOAen111 « sern51-
w,eil1c51 » peonbHocrn . B TO speM51 KOK u,111Kn111YeCK05! MOAeflb BBOA111T s CTynop 6ec-

C Mb1cneHHOCTb10 np0111CXOA51W,ero, 0 Jlll1Heil1H051 co CBOll1M nOACnyAHblM AeTepM111Hll13-

MOM np111BOA111T B OT'-1051Hll1e OT HenonpOBll1MOCTll1 np011130WeAwero 111 HeornpOTll1MO-

CTll1 6yAyw.ero, « BeTB51W,051C51 » MOAeflb npeAnaroeT npOCTO pocCMOTp111BOTb sepc111111,

OT'-lero BMeCTO o6peYeHHOCTll1 n051BJl5leTC51 Jll060nblTCTBO.

 134 5b1Tb ,D,V13Ail1HEPOM

nyywee noco61-1e no « BeTB.s:l~e~OI » MOgenl-1 - pOCCK03 X.n . 6opxeco «Cog poc-

XOA51~1-1XC51 TponoK » c on1-1coH1-1eM o6po3o M1-1po, s KOTopoM HeT eg1-1Horo, o6co-
nJOTHoro speMeH1-1, o ecTb :

«6ec4HC!7eHHOCTb speMeHHbtX p.>111os, pocTyUfO.R, rof70BoKpy>1<11TenbHO.R ceTb

pOCXOJ1.RU(J1XC.R, CXOJ1.RU(J1XC.R J1 nop0!7/7e/7bHb/X speMeH. J1 3TO KOHBO spe-

MeH, KOTOpbte c6!7J1>KO/OTC.R, BeTB.RTC.R, nepeKpeU(HBOIOTC.R J1/7J1 BeK 30 BeKOM

4
TOK J1 He conpHKOCO/OTC.R, 30K/7/0L/OeT B ce6e see Mb/C/7J1Mbte 803MO>KHOCTJ1» .

TOKO.s:i Mogenb peonbHocrn anon He Koppen1-1pyeT c HeonparMOTl-1CTCKl-1M noH1-1MoH1-1-

eM KOMMYHl-1KOL.11-11-1 KOK « MHoroso3MO>KHO~ » , no3TOMY xygo>KecrneHHbt~ TeKCT TOK
nerKO npogon>Kl-1Tb Lll-1TOTO~ 1-13 1-1ccnegOBOHl-15! 6. Y. n1-1pco «Koopg1-1H1-1pOBOHHOe
ynposneH1-1e CMb1cnoo6po3osoH1-1eM »:

« TOHHCTBeHHOCTb opHeHTHpyeT HOC HO TO, L/TO Bce/leHHO.R 6ecKoHeL/HO npe-

socxo1111T no CBOJ1M po3MepoM J1 npO.RB/7eHJ1.RM !7I06oe KOf7J14eCTBO J1CTopuff,

KOTopbte Mbt MO>KeM o Heft C03J10Tb. Bee, L/TO Mo>KeT cocTOBfl.RTb npe4MeT

HOWJ1X p03Mb/Wf7eHJ1U, Bb/XOJ1UT 30 npe11ef7bl Toro, L/TO Mb/ 06 3TOM IJY MO-

eM; J1 3TO He 30rOAKO, KOTopyto MO>KHO pewUTb, 0 TOUHO, KOTopylO HY>K-

HO n03HOBOTb. noH.RTJ1.R CB.R3HOCTJ1 ( KOrepeHTHOCTH) J1 TOUHCTBeHHOCTU ne-

>KOT B OCHOBe CJ7e11ytoU(J1X MOKCHM: socnpUHJ1MOi1Te fll06bte UCTOpuu, CBOU

J1 4Y>KJ1e, KOK Hen0/7Hbte, He30KOHL/eHHbte, npe/183.RTbte J1 npOTJ1BOpe4UBbte;

socnpHHHMOftTe cso11 co6crseHHbte ucTop1111 KOK «170KOl7bHbte», onpe4en.>1e-

Mbte BOWJ1M f7J1L/Hb/M no11xo110M, /7UL/HOU J1CTOpHeff J1 HOMepeHU.RMU; socnpu-

HJ1MOJ1Te J1CTo pu11, KOTOpbte OTf7J140/0TC.R OT BOWJ1X co6cTBeHHblX, KOK «J10-

CTOBepHbte » s cseTe no11xo11os 11pyroro 4enoseKo, era 17U4HOJ1 HCTopuu

5
J1 era HOMepeHHff; npO.RB/7.RUTe !7!0603HOTeflbHOCTb K J1CTOpH.RM 11pyrux» .

6
« TepneHHe npeKpacHo» - CK030HO s KopoHe . 3rn cnoso cnegosono 6b1 KO>KAOMY
Al-130~Hepy 3one4oTneTb HO n/loMeHelOU(UX CKp11>1<on.>1x csoe~ gyw1-1, s H1-1x - Knl()4
K 06peTeH1-110 KOMMYHl-1KOTl-1BHO~ KOMneTeHTHOCTl-1 .

4 5opxec X. Jl. KonneKL· VI~: PacCK03bt; 3cce; CTVIXOTB O p e HVI ~ I n ep . c vicn . - C n 6: Cesepo- 3anaA, 1992. c. 160.
5 L( vi T. no: K03ap viHo sa H.B. YKa3 . COY. C. 73.
6 Jl ro6VIMOe V13peYe Hvi e M . 5 . n vioTpOBCKOro, ycn blWOHH Oe B TeneBV13VIO HHOM VIH TepBblO .
 135

10. >KV13Hb n o AnOKPVIC!)Y

npV1 BCeilt BO>KHOCTV1 3HOHV1ilt V1 TeXHOnorni/t, npo<j:>eCCV10HOnbHO>l COCTO>iTenbHOCTb

AV130iltHepa V1MV1 He onpeAen>ieTc>i . Bo-nepsb1x, Mano 3HOTb - HOAO yMeTb nonb30-

BOTbC>i 3HOHV15lMV1, npV1YeM « HO OBTOMOTe » ; BO-BTOpbiX, HOAO AenOTb Aeno V1 A06V1-

BOTbC>l pe3ynbTOTO, HO TOK, YT06bl ,qywe He nospeAHTb, nOTOMY YTO V1HOYe V1 Aeno

nepecTaHeT nonyYOTbC>i. ,0,V130iltHepcKV1ilt KpeaTV1B npV1 sceilt ero Hecso6oAe - ,o,ap,

KOTOpbii/t Tpe6yeT 6epe>t<HOrO o6paw,eHV15l. ncV1XOnOrnYeCKO>l cpeAO BO Kpyr AV130ilt-

Hepa cnO>KHO V1 AOneKo He BCerAO 6naronpV15lTHO, K TOMY >Ke V1 COM OH HOXOAV1T-

C>l so snacrn npornsopeYV1BblX V1HTeHu,V1ilt, no3TOMY sonpoc 06 onpeAeneHHOM AY-

XOBHOM <l:>YHAOMeHTe V1MeeT V1 YV1CTO nparMOTV1YeCKOe 3HOYeHV1e.

C yYeToM 3TV1X o6cTO>iTenbCTB KOMMYHV1KOTV1BHO>i KOMneTeHTHOCTb OK03blBOeT-

c>i YeM-TO rop03AO 6onbWV1M, He>KenV1 BnOAeHV1e TeXHonorn>iMV1, V1 o6paw,eHO He

CTOnbKO K npo¢>eccV10HOnbHblM, CKOnbKO K YenoseYeCKV1M KaYecrnaM . YMeHV1e 06-

W,OTbC>i c APYrV1MV1 30BV1CV1T OT yMeHV1>i o6w,aTbC>i c co6oilt, no3TOMY B ocHoBe KOM-

MYHV1KOTV1BHOilt KOMneTeHTHOCTV1 ne>KV1T Kynhrypa n0Mb1cnos.

B npasocnaBHOM xpV1CTV10HCTBe n0Mb1cnb1 TpOKTYIOTC>i KOK MblCnV1, conp>i>t<eHHble

c npeACTasneHV1>iMV1 V1, KOK npOBV1no, OT>irow,eHHble cTpacT>iMV1. OnacHOCTb no -

Mb1cnos, noAnV1TblBOeMblX soo6pa>t<eHV1eM V1 naM>iTblO, 30Kn10YaeTc>i B V1X cnoco6-

HOCTV1 30TYMOHV1B0Tb C03HOHV1e, V13BpOW,0Tb nOHV1MOHV1e YenoBeKOM COMoro ce6>i

V1 npoV1CXOA>iw,ero, sosneKOTb B neYanb V1 YHblHV1e. Heso3MO>KHO 3anpeTV1Tb npV1-

XOAV1Tb nOMblCnOM, HO MO>KHO V1 AOn>KHO V1M npOTV1BV1TbC>l. npV1YeM peYb V1AeT He

o 6opb6e, nocKOnbKY Aeno 3TO An>i 06b1YHoro YenoseKa HenocV1nbHOe, conpo-

TV1BneHV1e nOMblCnOM COCTOV1T B npeHe6pe>t<eHV1V1 V1MV1, B yMeHV1V1 He o6paw,OTb HO

HV1X BHV1MOHV1e. K ynbTypa n0Mb1cnos 30KnlOYOeTc>i B cnoco6HocTV1 npaBV1nbHO 06-

paw,OTbC>i c HV1MV1 - TOK, YT06b1 OHV1 He 3asnaAenV1 Aywoilt .

Bee 3To V1MeeT np>iMoe OTHoweHV1e K KOMMYHV1KOTV1BHoilt KoMneTeHTHOCTV1

AV130iltHepa, y KOTopoilt nOMV1MO V1HCTpyMeHTOnbHOill CTOpOHbl eCTb 3K3V1CTeHU,V1-

anbHO>l , rAe Bonpoc CTOV1T TOK : « KOK 6b1Tb CYOCTnV1Bbl M , 30HV1 M O>lCb CBOV1M Ae-

noM? » BnpoYeM, orneT ecTb: « C'-IOCTflHBbt C'-IOCTflHBbte» . 3Ta ceHTeHu,V1>i 3asepwa-

136 5b1Tb ,D,V13Ail1HEPOM

7
eT «ctJPArMEHTbl A nOKPV1C1JV1YECKOrO EBAHrEnV151 » X.n. bopxeco . Bonpoc CYOCTb5l - BO-

npoc sepb1 . BoT TOflbKO y sepb1 HeT np111'-H'1H, OHO Hll1 1113 Yero He cneAyeT, K HeC1 He

np111seAyT H111 3HOHll15l, H111 6naroYecrne, 11160 «Bepa no onpe,aeneHUIO ecrb sepa so

'-ITO-TO TOKOe/ '-ITO HeB03MO>KHO 6e3 3TOft sepbt J1 '-ITO TO/lbKO CJ1/70ft 3TOft sepbt MO-
8
>KeT Cyl1../eCTBOBOTb » . beCCMblCJleHHO np1113blBOTb: « ysepyC1Te B 3TO 111 6yAeTe CYOCT-

Jlll1Bbl » , HO MO>KHO CK030Tb : «noAyMoC1Te HOA 3Tll1M 111 Bbl CTOHeTe cnoKOC1Hee ». A OT
M111pHoro Ayxo AO cnoceH1115l OA111H war.

nopo60TOTb HOA KYflbTypoC1 nOMblCJlOB noMoryT «ctJPArMEHTbl AnOKPV1C1JV1YECKGr0 EBAHrEnV151»

x.n. bopxeco. BoT HeCKOJlbKO 30noBeAeC1 c MOll1Mll1 KOMMeHTOp1115lMll1.

« H"1 OA"1H '-lEnOBEK HE ECTb conb 3EMn"1 . H"1KTO H"1 OAHO MrHOBEH"1E :>K"13H"1 CBOE~ HE 6bln EIO

"1 HE 6YAET».

~ [ H"1 KTO He co sepweHeH

b030B071 YCTOHOBKO ~ [ 3apaHee npoll.leH

Uenb ~ npeo,o,oneH1-1e co6cTBeHHOro nepcj>eKL\"10H"13 MO

np1113HOTb CBOIO «OTHOCll1TeJlbHOCTb » B 3TOM M111pe - nepBblC1 war K CnOKOC1HOMY OC0-

3HOH111IO OTHOC111TeflbHOC1 u,eHHOCTll1 Toro, YTO Aenoewb. KoK cneACTB111e - Bb1cso60>1<-

AeH111e rnopYeCKOC1 3Heprn111 . ,lJ,11130C1Hep npe>t<Ae scero AOfl>KeH CK030Tb ce6e: 5l He

Mory rnop111Tb cosepweHCTBO, 5l pewo10 30AOYY, He see 3os111c111T OT MeH5l, 111 AO>Ke

eCJlll1 5l CAeflOIO ow1116Ky I 3TO HOAO nepe>Kll1Tb . npoCTll1Tb ce65l 30pOHee I 111 TeM OCB0-

60A111Tb ce65l, ynpoYll1Tb cnoco6HocTb 3Kcnep111MeHT111posoTb, p111cKOBOTb 111 HOXOA111Tb

HenpeAyCMOTpeHHble nyrn K 111CnOJlHeHll1IO 30AYMOHHOro . no3BOJ1111Tb ce6e OWll160TbC5l.

B <P111nbMe « KpocH05l nonoTKO » ecTb cu,eHo soo6po>1<oeMoro cyAo reHe-

pono Ho6en5l HOA coM111M co6oC1 . OH He Mor npocrnTb ce6e He CTOflbKO

HeyAOYHb1C1 noneT « V1Ton111111 » K CesepHoMy non10cy, CKOflbKO csoe cnoce-

H111e, Kor AO OH ocTos111n cso111x Tosop111L1.1eC1, Tepn5lll.1111X 6eAcrn111e, o coM

y neTen HO 603y . I eHepono cy A111n111 soo6po>1<oeMb1e «np111C5l>KHb1e » - yyocT-

H111K111 Tporw-~ecK111x co6b1T111C1, 111 111x sepA111KT 6b1n - «Bll1HOBeH ». Ho rnosHoe

7 Eiop xec x.n. cDparMeHTbl A noKpY1<jJY14eCKOro EsaHrefll-1!1 I Eiopxec x.n. C04Y1HeHY1!1 B Tpex TOMOX. T. 2 I nep.
c 1-1cn. - P1-1ra: n on!1pY1C, 1994. c. 199-200.
8 MoMapAaws1-1n1-1 M.K . YKa3. C04 . C. 505.
 10 . >K V13Hb no AnO KPV1ClW 137

cnoBo ocTanocb 30 «CYAbellt » - AMyHACeHoM, B cBoe BpeM5l BbrneTeBWV1M

Ha noV1CKV1 noTepneBwellt KpyweHV1e « VhanV1V1 » V1 nor1;16wV1M B ApKTV1Ke .

« CyAb5l » AMyHACeH OTMeH5leT peweHV1e « npV1C5l>KHblX », OH He onpaBAblBO-

eT Ho6en5l, Ho npoL1-1aeT eMy YenoBeYecKyro cna6ocTb . AMyHACeHy np1;1-

HOAne>KaT cnoBa, KOTOpbre KO>KAOMY AV130lltHepy cneAOBOno 6bl 30nOM-

HV1Tb. Ha Bonpoc Ho6en5l, YTO >Ke Tenepb AenaTb co CBoellt BOnbHOllt V1 He-

BOnbHOllt BV1Hollt, AMyHACeH oTBeT1;1n: «npocTHTb ce6>1, >KJ1Tb ,D,anbwe J1 Melf-

TOTb 0 TOM, L/TO HOM ,D,OBe/lOCb Y BH,D,eTb » .

Bc5lKV111t pa3, Kor AO TepnV1Wb Hey AaYy, Kor AO CAenaHHoe He HpOBV1TC5l V1 HeYeM onpas-

AOTbC5l, HOAO npoCTJ1Tb ce6>1, >KJ1Tb ,D,O/lbWe J1 MelfTOTb 0 TOM npeKpaCHOM, L/TO ,D,OBe/lOCb

Y BJ1,D,eTb. noYeMy MeYTOTb 0 TOM, YTO y>Ke 6brno? noTOMY YTO HOWe npownoe - 3TO

TO, YTO TOYHO y HOC eCTb, BeAb OHO HOXOAV1TC5l B COMOM HOA8 >K HOM MeCTe .

«AYMAlit, ~TO APYrl-1E nPABbl 1-1n1-1 6YAYT nPABbl, A ECnl-1 nPABAA HE 3A TOE>Olit - CE6SI HE Bl-1Hl-1 » .

.,,. I eA1-1Hoii1 1-1 c T"1Hb1 HeT

00308051 YCTOHOBKO .,,. I K OMnpo M 1-1 cc B0 3M O >K eH

.,,. cnoco6Ho c Tb K rn 6K O CT"1 s K O MM yH1-1Ko~1-11-1

y AV130lltHepa Beer AO eC T b 30nac y6e>KA8HV111t, KOTOpb1MV1 MO>KHO nocTyn V1 TbC5l.

Heo6xoAV1MOCTb Bb1cnyw1;1BaTb coBeTbl cnV1WKOM MHornx V1 OTK03blBOTbC5l OT CBOV1X

V1Ae llt conpoBO>KAOeT AV130lltHepa Bero >KV13Hb . CV1TYOL.J,V1V1 HeV136e>KHocrn KOMnpoMV1C -

ca - 3TO YOCTb pa60Tbl , n p V1YeM BeCbMO none3HOllt, nOCKOnbKY OHO Tp8HV1pyeT cno-

co6HOCTb B3rn5lHYTb HO CV1TYOL.J,V1IO rna30MV1 Apyroro V1 YBV1A8Tb He TOnbKO «HeAOCTOT-

KV1 » I HO V1 B03MO>KHble BOpV10HTbl peweHV15l, CKpb1Tbl8 OT co6cTBeHHOro npeAB35lTOro

B3rn5lAO. Ecn1;1 KOMnpoMV1CC B AOHHOM KOHKpeTHOM cnyYae HeB03MO>KeH, 30U-IV1TO

CBOellt n03V1Ll,V1V1 noMoraeT COBepweHCTBOBOTb KOMMYHV1KOTV1BHbl8 HOBblKV1 .

KoMnpoMV1CCHocTb He 03HOYaeT roTOBHOCTb co BCeM cornawaTbC5l, 3TO cnoco6-

HOCTb pa6oTOTb c HecornacV1eM, c B03pO>KeHV1eM, c KpV1TV1KOllt. 0AHOKO cyL1-1eCTByeT

rpaHV1L.J,O, npecTyn1;1B KOTopyro, AV130lltHep nepecTaeT 6brTb AV130lltHepoM. Oco3HOHV1e

3TOllt rpOHV1Ll,bl V1 cnoco6bl yAep>KOHV15l ce65l HO Hellt COCTOBn5llOT OCHOBY npo<t>ecCV10 -

HOnbHOllt KO M MYHV1KOrnBHo llt KOMneTeHTHocrn AV130lltHepa . Lfro6br nOAAep>KV1BOTb ce65l

B 3TO M norpaHV1YHOM cocT05lHV1V1, AYMOllt, YTO 4py r11e npasbt J1/7J1 6 y JJ.y T npasbt, a ecn11

npas,D,a He 30 To6oi1, ce6>1 He BHHH .. .

138 5b1Tb ,D,V13All1HEPOM

«BPATA Bbl6"1PAIOT BXOASl~Ero . HE ~EnOBEK ».

~ I y M~pa cso.si nornKa

5a30B05l ycTOHOBKO ~ I He yyaosyi/1 cepaueM

Ll,enb ~ ycTOHOB~Tb A~CTOHU~IO Me>KAY co6oi11 ~ CBO~M aenoM

3To yeTOHOBKO HO orcrpaHeHHOCTb BO MHOroM o6eeneYV1BOeT 3<j><j>eKTV1BHYIO npo<j>ee-

eV10HO!lbHYIO KOMMYHV1KOWV1IO. KoK B onoeTO!lbeKOM yYeHV1V1: t::i.enoi/1 see, YTO HY>KHO

B 3TOil1 eyernoi/1 >KV13HV1, HO He y'lacrsyii cepAqeM. ,0,V130il1Hepy He!lb351 6b1Tb OHrG>KV1-

pOBOHHblM esoei/1 30AOYeil1, OH He AO!l>KeH, not::i.o6Ho XYAO>KHV1KY, eropoTb HO «on-

Tope YV1eToro V1eKyeeTBO » , xoT51 6b1 noToMy, YTO OH He xyt::i.o>KHV1K . K esoeMy eo3-

AOHV1IO, 6y Ab TO V1tJ,e51 V1!1V1 npOAYKT, He!lb351 6b1Tb npV1B5130HHblM, Heflb351 B HeM BV1-

tJ,eTb esoe t::i.eTV1w,e, HOeV1Tbe51 e HV1M V1 Tep30Tbe51. To, YTO AV130il1Hep t::i.enoeT, - He

eoseeM ero, TO, YTO et::i.enon, - eMy He npV1HOA!le>KV1T. T OK051 OTeTpoHeHHOeTb He

03HOYOeT oTeyTeTBV151 rnopYeeKoro HOKono, eKopee, Hoo6opoT. BHyTpeHHV1il1 noKoi/1

tJ,OeT B03MO>KHOeTb 6ypnV1Tb KpeOTV1BHblM nOTOKOM, npV1YeM 6e3spetJ,HO tJ,!151 neV1XV1-

YeeKoro 3AOPOBb51 .

0TeTpOHeHHOeTb, eo6!110tJ,eHV1e tJ,V1eTOHWV1V1 Me>KAY eo6oi11 V1 TeM, YTO tJ,enoewb, -

BO>t<Heillwee npo<j>eeeV10HO!lbHOe KOYeeTso AV130il1Hepo: BblV1rpb1soeT TOT, y Koro eno-

KOil1Hoe eept::i.we. Tor AO see BV1AV1Te51 s 51eHOM eseTe, HO 3TO see He eTOHOBV1Te51 npo-

w,e, OHO oeToeTe51 TOKV1M >Ke eno>t<HblM, KOK V1 6b1no. A pewOTb eno>t<Hble sew,V1

no-npoeTOMY He nonyYV1Te51, no3TOMY AV130il1Hep tJ,O!l>KeH eMOTpeTb HO esoe tJ,eno

eno>KHO, HO enoKOil1Ho, V1 noMHV1Tb, YTO npV13HOHV1e - He ero 30enyra, 0 eTeYeHV1e

o6eT051TeflbeTB, V160 spara Bbt6HpOIOT BXO,t:/.Rll..fero, He lfe/lOBeK ...

«AAlit CBSITblHIO nCAM, K"1Hb )KEM~Yr CBOlit nEPEA CB"1HbSIM"1 . BCEMY B03AAlil , ~TO nonO)KEHO ».

~ I YH~>t<eH~e nono>t<eHo

5a30B05l ycTOHOBKO ~ I He ropa~cb

~ I onpeaen~Tb ~ np~H.siTb Mepy yH~ >Ke H~.si

f optJ,blH51 He npoeTo HenpOAYKTV1BHO - OHO rnernopHO, po3pywV1Te!lbHO . ,0,n51 Ye!lO-

BeKO orneprnyTb roptJ,blHIO - 3HOYV1T oeTOTbe51 B >KV1BblX, tJ,!151 AV130il1Hepo - 3TO ew,e

V1 oeTOTbe51 s npo<j>eeeV1V1. Po6oTo HO 30K03 - 30H51rne He tJ.!151 ropt::i.ewos, npV1AeT-

 10 . >KV13Hb no AnOKPV1C!)Y 139

C5l AOK03blBOTb ( V1 He seer AO ycnewHo) , 4TO TBOV1 BblCTPOAOHHble, reHV10flbHb1e V1AeV1

ecTb onTV1MOflbH05l ¢opMa Bb1pa:>t<eHV15l 30Mb1cnos V1 :>t<enaHV1!11 30K034V1KO . YHV1:>t<eHV1e

B AV130il1HepCKOil1 npo¢ecCV1V1 eCTb scerAO, sonpoc B TOM, HOCKOflbKO AV130il1Hep 3TO

oco3HaeT V1 KOKYIO Mepy YHV1:>t<eHV15l OH roTOB npV1H5lTb, V16o KO:>t<Ablil1 V1Cnb1TaeT TY

Mepy YHV1:>t<eHV15l, K0Topy10 caM ce6e H03H04V1T.

no 60JlbWOMY C4eTy I YHV1:>KeHV1e - 3TO Hawe OTHOWeHV1e, a He peOJlbHOCTb: KOK

HV1KTO He MO:>KeT HOBpeAV1Tb HOM, KpOMe HOC COMV1X, TOK HV1KTO He MO:>KeT YHV13V1Tb

Hae, ecnV1 Mbl COMV1 Toro He CAenaeM. Ho ecTb MOMeHTbl, KO r Aa yHV1:>t<eHV1e HOAO

npV13HOTb V1 TeM ocso60AV1TbC5l OT YHV1:>t<eHHOCTV1.

KaK eU-1e MO:>t<H O np04V1TOTb 3TY 3anoseAb « BceMy B03AOll1, 4TO nono:>t<eHo ... » ?

YHV1:>t<eHV1e - He y:>t<ac, He no3op V1 He norV16enb, YHV1:>KeHV1e - « nono:>t<eHo » . B npV1H5l-

TV1V1 ero HeT o6pe4eHHocrn - ecTb CMV1peHV1e (scnoMHV1M 06 V1Aee o6peTeHV15l 4epe3

yTpaTy, B03Bb1weHV15l 4epe3 YHV1:>t<eHV1e, cnaceHV15l 4epe3 V1CKynneHV1e ... ).

« HE CYAl-1 0 AEPEBE no nnOAAM, A 0 YEnOBEKE no AEnAM, MOrYT 6b1Tb nYYW"1E 1-1 XYAW"1E ».

~ I nt0A"1 MeH>110TC5I

b030B051 YCTOHOBKO ~ I noH1-1MaH1-1e B03MO)KHO

Uenb ~ I B"1AeTb npo1-1cxoA>1L1.1ee B nepcneKT1-1Be

npV1Hl...lV1nV10JlbH05l V13MeH4V1BOCTb, HeCT06V1JlbHOCTb MV1p0, fll0Aeil1 V1 V1X OTHOWeHV1il1

MO:>t<HO OL1eHV1BOTb KOK npoKfl5lTV1e, a MO:>t<HO - KOK 6naroAOTb. KoHCTOHTa 6blTV15l

« see B03MO:>t<HO» - ocHosa Hawei/1 cso60Abl V1 cnaceHV1e OT OT405lHV15l. TaK Mbl so3-

spaU-1aeMc5l K V1Aee «Kor11a Mb! nepecraeM HOJ1e51TbC51, Mb! HOLfHHOeM 11eftCTBOBOTb» ,

V1flV1 - Kor AO Mbl nepecTaeM nV1TOTb V1flfll03V1V1 Ha npeAMeT co6crneHHOil1 HenorpewV1-

MOCTV1 V1 npV13HOHV15l « no 3acnyraM » , y Hae ny4we nony4aeTC5l Aeno.

«HET HEPYW"1MblX 3AnOBEAElll, Hl-1 TEX, YTO OT MEHSI , Hl-1 TEX, YTO OT nPOPOKOB » .

6e3 KOMMeHTOpV1eB .
 140

3AKJllOYEHV1E,
t117t1 «nO XO,LIY ,4Ef7A» 05HAPY)f(J.1f7CJI ELL.ff 0,4t1H t1CT0'-1Ht1K AYPb/...

3To KHl-'1rO - He 1t1HCTPYKL..l1t15l no KpeoT1t1By, CKopee noMOLl..\b Afl5l Tex, KTO ee lt1Ll..\8T.

KoK B nocnoB1t1l...le : «np11secr11 /70WOJ4b K HCTOl../HHKyMo>KeT 11 Of:/HH l../e/loBeK, HO 14a>1<e

ABOAL/OTb He 30CTOB51T ee nHTb » . MHoro 6b1no cKo3oHo o TexHonorn5lx 1t1 TexH1t1Kox BO-

nop1t130l...l1t11t1 { 1t1Hor AO AOBOflbHO lt130ll..\peHHblX) , np1t13BOHHblX 06beA1t1H1t1Tb 1t1 yc1t1Jl1t1Tb ABO

1t1CT04H1t1Ko oypb1 - yH1t1KOflbHoe Alt130~HepcKoe B1t1AeH1t1e 1t1 KYflbTYPHbl~ KOHTeKCT. Ho

y oypbl eCTb ell..\e OA1t1H lt1CT04Hlt1K - npeA8flbH05l npOAYMOHHOCTb CAeflOHHOro. npo-

¢ecc1t10HOflbHO 4eCTHO CAeflOHH05l po60TO, 30 KOTOpO~ CT05lT yc1t1fllt15l lt1 COMOA1t1C-

l...llt1nfllt1HO, He npocTo yKpenn5leT no31t1l...l1t11t1 Alt130~Hepo - po3po6oTOHHbl~ Alt130~H-KOA

HOppOTltlBHOro KOKOHO COM no ce6e C03AOeT l...l8HHOCTb, KOTOp05l TOlt1HCTB8HHblM, HO

Oll..\YT1t1Mb1M o6po30M BXOAltlT B « nflOTb lt1 KpOBb » Alt130~H-npOAYKTO.

3To TOflbKO KO>KeTc5l, 4TO Bee My4eH1t15l 6eccMblCfleHHb1, noToMy 4TO o Hlt!X Hlt!KTO

He Y3HOeT - coM Alt130~Hep 3HOeT. V1 B 3TOM co3HOH1t11t1 - lt1CT04Hlt1K ero yBepeHHocrn

B ce6e 1t1 6e3ycnoBH05l weHHOCTb ero npoAyKTo. BcerAO HOAO noMH1t1Tb, 4TO coMoe

1t1HTepecHoe B A1t130~He - coM A1t130~H. KoK 6b1 Hit! 6b1no TPYAHO, npowecc 14113aftH11-

posaHH5I Beer AO B poAOCTb. A My4eH1t15l BXOA5lT B « nporpoMMy » , OH1t1 HY>KHbl KOK co6-

CTBeHH05l « COKp0llbH05l >t<eprno » I 6e3 KOTOpo~ Hlt14ero He nony41t1TOL

,D,1t130~H He 6yAeT npOAYKTlt!BHblM 6e3 po60Tbl HOA co6o~, KpeornBHble TeXHO-

JlOrltlltl He noMoryT 6e3 Bocn1t1TOH1t15l KYflbTYPbl noMblCflOB, o Alt130~H-KOA HoppoT1t1B-
Horo KOK OHO He ocB01t1Tb 6e3 An0Kp1t1¢0. TOK Mbl BepHyfl1t1Cb K ToMy, c 4ero H040-

fllt1 - K KYflbType KpeOTlt!BO, HO B KOHL.le npO~AeHHOro nyT1t1 Mbl y>t<e He Te, 4TO 6blfllt1

B H040fle. Po3po6oTKO Alt130~H-6p1t1¢0 HoppoT1t1BHoro KOK OHO - TO>Ke nyTb, KOTOpb1~

MeH5leT 1t1 Alt130~Hepo, 1t1 ero npOAYKT . Y npo41t1TOBwero KH1t1ry eCTb B03MO>KHOCTb

B 3TOM y6eA1t1TbC5l.