1. Social control of deviance is a process of communication that establishes and enforces social norms through various social actors. 2. Social control operates at both the macro level through institutions and policies, and the micro level through everyday social interactions and discourses. 3. The internet plays a role in modulating meanings and narratives around social norms and can influence social reality through the promotion of certain behaviors.

1. SSoocciiaall CCoonnttrrooll ooff DDeevviiaannccee
aass CCoommmmuunniiccaattiioonn
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DDrr.. SSoocciioollooggyy,, PPrrooffeessssoorr
SStt.. PPeetteerrssbbuurrgg SSttaattee UUnniivveerrssiittyy
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2.  Social control of deviance as communication
is process and result of promotion of certain models, ideas,
discourses in a field of forming social norms and reacting on
its violation in social communicative channels by different
social actors. Being actualized in concrete time-space
continuum these models, ideas, discourses establish rules,
social norms of social interaction, samples of permitted
and/or prohibited behavior of people and activity of social
systems, as well as reaction on violation of permissions
and/or prohibitions. Social control as communication
proceeds in compliance with particularities of communicative
processes and constantly get modifications affected by social
practices and changing conditions of existence of social
actors.

3. TThhee mmaaiinn iiddeeaass
1. Social control is a means of communication
2. Amount of social control agents is much bigger than it is
generally agreed
3. Internet is modulator of meanings and narratives managing
social reality

4. Social control is a means of communication
Macro-Micro-Macro model of social control of deviance
Макроуровень
The main control model; explicit and latent system-institutional
effects (level of deviance, pressure in society,
system violence, social exclusion etc.); existing system of
social control institutions; means of control; borders of
control, organisational specific etc.
Micro-level
Discourses of norm/deviance and social control; every-day
practices and reaction on violations of norms and violators;
frameworks and intensity of control; methods and ways of
communication with violators of norms.

5. From macro-lleevveell bbyy cchhaannnneellss ooff tthhee
ddeesscceennddiinngg vveerrttiiccaall ccoommmmuunniiccaattiioonn
 ideas of social order and borders of control of human
behavior
 justification of the state policy for deviants, suspected
people;
 definition of the concepts "good" /"bad", "norm" /"deviance"
and, respectively, the social norms giving the chance of
inclusion in social interactions in legitimate space;
 rules of selection of punishable acts, ways of stigmatization
of people and social groups, image of a deviants;
 relation to the victims of crimes, etc.
aarree bbrrooaaddccaasstt

6. HHoorriizzoonnttaall ccoommmmuunniiccaattiioonn aatt tthhee mmiiccrroo--lleevveell
pprroocceeeeddss iinn tthhee ccoonntteexxtt ooff ddiissccoouurrsseess
Depending on position and/or status, role of social actor:
 imperious/performing,
 punishing/helping,
 controlling / controlled,
 producing deviance/victims, etc.
Discourses’ lines:
 state,
 scientific,
 professional (subjects of formal and informal social control),
 existential,
 conventional,
 receptive (objects of social control, i.e. people on whom this control is directed),
 "third-party" (for example, migrants and/or foreigners, temporary living in a
country).

7. IInnfflluueennccee ooff mmiiccrroo--lleevveell oonn mmaaccrroo--lleevveell ooff ssoocciiaall
ccoonnttrrooll ((aasscceennddiinngg vveerrttiiccaall ccoommmmuunniiccaattiioonn))::
On condition of democratic communication there is a modification:
 the dominating control model;
 change of understanding of norm/deviance, expansion of social norms;
 obvious and latent system-institutional effects;
 developed system of social control institutes;
 methods, means, borders and intensity of social control, etc.
On condition of authoritative communication of modification of the
dominating model of social control under the influence of micro-level
interactions does not occur.

8. AMOUNT OF SOCIAL CCOONNTTRROOLL AAGGEENNTTSS IISS MMUUCCHH
BBIIGGGGEERR TTHHAANN IITT IISS GGEENNEERRAALLLLYY AAGGRREEEEDD
"Traditional" subjects of social control:
 official (formal) social institutes: police, penal system, labor collective, social
services organizations, education system, etc.,
 Informal institutes of control: family, church, civil initiatives, public organizations
(charitable, human rights, etc.), etc.
"Non-traditional" subjects of social control:
 various not deviant subcultures,
 natural cooperations of people (for example, neighbors’ community, friends),
 youth movements (political, leisure etc), new religious movements of "new age",
 deviant subcultures (from youth subcultures to criminal communities, gangs), etc.
"Non-traditional" subjects of social control also:
a) are social structures understood "in its most elemental meaning at least as referring to
such rules (and resources)" (A. Giddens . The Constitution of Society: Outline of the Theory
of Structuration- Cambridge, 1984. P. 17.)
b) have the “sensorium", allowing "to react selectively to processes in the outside world,
keeping the system specificity" (Antonovsky A.U. Space and time of communication and
consciousness: Bourdieu vs. Lumann//Communicative rationality: epistemological approach. –
M.: IFRAN, 2009. P.e 85.)

9. INTERNET IS MODULATOR OOFF MMEEAANNIINNGGSS AANNDD
NNAARRRRAATTIIVVEESS MMAANNAAGGIINNGG SSOOCCIIAALL RREEAALLIITTYY
(A)social Internet project is a set of the ideas, meanings, discourses, close to every-day
practices of subjects of social interaction. They reflect people desire on change of
behavior samples, values and advanced in virtual communications by means of
social marketing strategies.
 Orientation of projects:
 negative
 positive
 neutral (misses the research field)
CONCLUSION *: (A)social projects strengthen meanings (variable ways of behavior,
violation of norms, etc.), advance discourses, narratives which, being accepted by
many users change social reality.
* the Conclusion is made on the basis of the research within the project "Using (social) marketing strategies in
promotion of deviant behavior samples: analysis practices of virtual communication resources" (RGNF project
No. 13-03-00011, under research supervision of T.V. Shipunova)

10. TThhee wwaayyss ooff aannaallyyssiiss ooff ssoocciiaall
ccoonnttrrooll aass ccoommmmuunniiccaattiioonn::
 Cultural-symbolical: symbolical structure of social control of deviance; constructs
of norm/deviance, social control which developed in different discourses.
 System-institutional: the system and organizational expenses connected with
functioning of institutes of formal and informal social control of deviance; system
and institutional effects of social control of deviance (obvious and latent); a role, a
place, a social orientation and mechanisms of social control of deviance exercised by
unspecialized subjects of social control (Interenet, civil initiatives, communities, incl.
criminal, etc.).
 Social-structural: interrelation of discourses of norm/deviance and social control of
deviance with any type of every-day practices; specifics of realization of social
control in routine professional activity of experts, reaction to deviance in everyday
life (an ordinary discourse), perception of social control by "deviant" and "third-party"
agents; strategy and tactics of social control applied in every-day practices, an
explanation of need of their application; an explanation of reasons of deviance and
relation to deviants in different discourses; ways of avoiding of social control of
deviance (receptive discourse).

11. TThhee aauutthhoorr’’ss ppuubblliiccaattiioonnss oonn tthhee ttooppiicc::
1. Шипунова Т.В. Макро-микро-макро-модель социального контроля девиантности в
конструктивистской перспективе: приглашение к дискуссии // Журнал социологии и
социальной антропологии № 2 (61), 2012. C. 157-173.
2. Шипунова Т.В. Девиантология: современные теоретико-методологические проблемы.–
СПб.: Изд-во С.-Петерб. ун-та, 2012. (Монография).
3. Шипунова Т.В. Продвижение девиантных образцов поведения как (а)социальных
проектов в виртуальной коммуникативной среде // Журнал социологии и социальной
антропологии № 3 (68), Т. XVI. 2013. C. 138-153.
4. Шипунова Т.В. Интернет-проект “Гламур” в дискурсе потребления //Вестник С-Петерб.
ун-та. Сер. 12. Вып. 2. 2014. С. 178-185.
5. Шипунова Т.В. Социальный контроль девиантности в постмодернистском обществе:
телеологическо-функциональный подход //Преступность, девиантность и социальный
контроль в эпоху постмодерна: Материалы международной научно-практической
конференции, 2014. – СПб.: ИД «Алеф-Пресс», 2014. С. 359-365.