The document discusses the Internet as a new form of culture that allows for the sharing of information and experiences across barriers of time and space. It describes how the Internet has become a structure for developing and spreading modern forms of storytelling and engaging in communities without centralized control. Information on the Internet can take on fluid and fragmented forms as it spreads widely and takes on new meanings in different contexts.

1. 80#$#3&' !"#$%"$#' 3 439(')*"-$
/-#%$7)$"3$: & 4-/%-0( - 0(:"-0#3
3 0/$;3,3&$ 2("$#'
'3>:4F T8:3@G, '<E52:6 ,H5638=6
!"#$%"$# &'& &()*#(%"'+ ,-%.' 7D:3@4) ;8:5@, = ?878:@4 8N<4?6J7HL
/-0#.-1$%"' 23;8:56K2833@4 B878?2 2 H763>6:73@4
H7:D?7D:@ 9<8N6<2C2:DJO498HL 52:6.
&23456789:6;, 74<4=2>4324, %374:-
347 – 76?8=@ 7:2 A76B6 «=2CD6<E3898
B8=8:876», ?878:@F G6:6?74:2CD47 34 2'0/'1 "'%%'#34"-5 ,-%.6
B:8H78 =34I3JJ H543D >4?8:6K2F, 38
7:63H;8:56K2J H65898 L>:6 H8=:4543- "65@F 56HH8=@F 8B@7 %374:3476 – H7:6-
38F ?D<E7D:@. M8789:6;2L 2 ?23456789- 32K6 B82H?8=8F H2H745@. )65N<4: 2<2
:6; L=<LJ7HL N6C8=@52 ?D<E7D:3@52 R3>4?H, ?878:@4 ><L :DHH?8LC@P3898
;8:5652 58>4:36, 6 56HH8=84 :6HB:8- B8<EC8=674<L L=<LJ7HL 8H38=3@52 B82H-
H7:634324 74<4=2>432L C36543D47 H8- ?8=@52 H2H745652, B:4>H76=<LJ7 H8N8F
N8F B8H758>4:32H7H?2F A76B :6C=272L H7:D?7D:3DJ 58>4<E, B8 ?878:8F = 78F
C6B6>384=:8B4FH?898 8NO4H7=6: 38=DJ 2<2 238F 54:4 H7:827HL <JN6L C69:DQ6-
H7DB43E 23>2=2>D6<2C6K22 2 =2CD6<2- 456L %374:347-H7:632K6. "65@5 HDO4H-
C6K22 B87:4N<432L. %374:347, >8=8>L 7=433@5 H=8FH7=85 >6338F =2CD6<E38F
>8 <892P4H?898 B:4>4<6 538924 B:8- ;8:5@ L=<L47HL 44 H7:D?7D:6, ?878:DJ
K4HH@ (B8H7)58>4:32C6K22, H8>4:Q27 = 58Q38 N@<8 N@ 36C=67E «58C62P38-I2-
H4N4 87?:@7@4 =8C58Q38H72 ?6P4H7=43- C8;:432P4H?8F». S4HL7?2 92B4:HH@<8?,
38 38=8F ?D<E7D:38F ;8:5@. N6334:8=, «8?83» = 23@4 H7:632K@. T4-
#4G38<892P4H?2 ;438543 %374:3476 74:89433@F 36N8: «98<8H8=», ?878:@4
G6:6?74:2CD47HL, B:4Q>4 =H498, D=4- 98=8:L7 87 25432 H=82G «HDNU4?78=» 2
<2P43245 B<8738H72 23;8:56K28338- H7:45L7HL H767E 6?72=2:8=633@52, >8-
98 B878?6, :6HI2:43245 =8C58Q38H74F 5236373@52.
B82H?6 2 B4:4>6P2 23;8:56K22. &8<2-
P4H7=433@4 B8?6C674<2 36H78<E?8 =B4-
P67<LJO2, P78 B8C=8<LJ7 98=8:27E 8
?6P4H7=43385 H?6P?4 = B8=H4>34=3@G
?855D32?6K2LG 2, H887=47H7=4338, =8
=H45 8N:6C4 Q2C32.
/N36:DQ27E 76?8F ?6P4H7=433@F H?6P8?
58Q38, B:4Q>4 =H498, = AH7472P4H?85 2C-
54:4322. !78 76 B8=4:G38H7E, B8 ?878:8F
H?8<EC27 =C9<L>85 8N@P3@F B8<EC8=6-
74<E, 34 254JO2F B:4>H76=<432L 8 56HH4
HB4K26<E3@G C3632F 2 ;D3?K2F, H?:@-
=6JO2GHL B8> 8N8<8P?8F. % 2CDP4324
A78F B8=4:G38H72 HB8H8N38 B:8<27E H=47 2'.7)$%: !"#$%&'"-(%#")*+'%&+,-%.
36 <8?6<E3@4 (36K2836<E3@4, HDN?D<E- !%*.
!"#$#%&' %(#$)($#' % *%+,'-.(/$ 0/#)$1-$(%$ 275

2. «"7:632K6» %374:3476 B:4>H76=<L47 5672P3@5 B:254:85 589D7 B8H<DQ27E
H8N8F 38=DJ (8?83P674<E3DJ?) H7DB43E ;8:56<E3@4 B82H?2 = B8AC22 :DHH?898
:6HB6>6 B8=4H7=8=632L ?6? ?<6HH2P4H- 6=6396:>6, H 8N8H8N<43245 A=;832P4H-
?8F ?D<E7D:38F ;8:5@. M:4>:2? SQ4F- ?2G H7:D?7D: (C=D?8=@G «Q4H78=», «8N-
52H83 8B:4>4<L47 B8=4H7=8=6324 ?6? :6C8=») 34 78<E?8 87 B8=4H7=8=632L, 38
HB8H8N B:2=4>432L «:6C<2P3@G 2C54- 2 87 H456372?2.
:432F 2 745B8:6<E38H74F» – A<454378= * 8NO45 =2>4, B8<69647 SQ4F52H83,
H65898 :6C<2P3898 D:8=3L, 23>2=2>D- AH7472?6 58>4:36 “B:89:6552:D47” H8-
6<E38F N289:6;22 2 H8K26<E38F 2H78- C36324 P27674<L 36 HP27@=6324 AB2-
:22, 52?:8:2758= B8=H4>34=38H72 2 B8- C8>2P4H?898, ;:6954376:3898, =B<87E
<272?8-A?83852P4H?2G 56?:8:2758= 2 >8 H65@G A<454376:3@G ;8:56<E3@G
7.>. – ? 4>238F ;8:54 [Jameson 1988, 4>232K =34 ?6?2G-<2N8 :658? 8NO498
29]. 08=4H7=8=6324 (34 B:8H78 ?6? <2- [Jameson 1990, 205]. Y2:4, AH7472P4H-
74:67D:36L ?67498:2L, 38 ?6? >85232- ?2F 8B@7 ?83K6 XIX–B4:=8F B8<8=23@
:DJO6L M8:56) 8NU4>23L47 :6C<2P3@4 XX =4?8= =8HB:82C=8>27 N6C8=DJ 58-
;8:5@ – ;83472P4H?24, 9:655672P4H- >4<E 2>4372P38H72 C6B6>3898 8NO4H7=6
?24 2 H2376?H2P4H?24 H7:D?7D:@, HJ- – «6=78385384 A98»: H658>8H7678P3@F 2
Q473@4 HG45@, Q63:8=@4 ?83=43K22 2 C65?3D7@F 23>2=2>. «'=78385384 A98»
B:. – ><L B:82C=8>H7=6 78F 8NO4F B4:- H7638=27HL 678585 38=898 H8K26<E3898
HB4?72=@, = ?878:8F 87>4<E3@4 A<4543- B8<L, B:474:B4=6JO498 B:8K4HH@ :4-
7@ H8:6C54:LJ7HL >:D9 H >:D985 2 8N- 2;2?6K22 2 :6K2836<2C6K22 [T8:3@G
:476J7 H=8J C36P258H7E. * A785 H5@H<4 2001]. X8>4:32C5 DH2<2=647 – =B<87E
2 B:L56L B4:HB4?72=6 = Q2=8B2H2, 2 >8 H6582C8<LK22 2 :6HB6>6 – «6=7838-
H25;832P4H?6L 5DC@?6<E36L ;8:56 36- 52J» A98 36:L>D H 6=7838524F H658F
:L>D H :856338F ;8:58F ?6? 362N8<44 GD>8Q4H7=4338F ;8:5@.
H<8Q38F :6C38=2>38H7EJ B8=4H7=8=6- M:63KDCH?2F <274:67D:8=4> -JHE43
32L 76?Q4 589D7 :6HH567:2=67EHL = ?6- T8<E>563 = H=84F ?3294 «& H8K28<8922
P4H7=4 36::672=3@G ;8:5. :85636» [Goldmann 1964] :4?83H7:D2-
* AB8GD 58>4:36 >85232:DJO4F AH74- :D47 A=8<JK2J C6B6>384=:8B4FH?898
72P4H?8F M8:58F H7638=27HL =2CD6<E36L <274:67D:3898 94:8L ?6? ;8:5@ 6=78-
;8:56, 8H38=6336L 36 B:23K2B4 58376- 3853898 A98. /7 :434HH63H38F 38=4<-
Q6. X8>4:3 B8H<4>8=674<E38 :6CN2=647 <@ – H 44 B:4>B:225P2=@5, 6?72=38
:46<2H72P4H?2F 36::672=3@F ?83723D- B:48N:6CDJO25 52: = H887=47H7=22 H8
D5, B:4=:6O6L =@=4>433@4 2C B8=4H7- H=8252 ?8:@H73@52 2<2 B<D78=H?25
=8=674<E38F B4:HB4?72=@ A<45437@ = 2374:4H652 23>2=2>85 – >8 ?<6HH2P4H-
C65?3D7@4, H658>8H7678P3@4 8N:6C8- ?898 Q63:6 :85636. )6332F ?6B276<2C5
=632L, «?6:723?2» (87 58>4:32H7H?8F – P6H736L 232K2672=6 B4:=@G :@3?8=,
<274:67D:38F ;:6C@ >8 ?:DB3898 B<636 8NO4H7=433@4 D32=4:H6<22 H=8N8>@ 2
= ?238), 58372:DJO24HL 54Q>D H8N8F :6=43H7=6, B:6= <2P38H72 – B8:8Q>647
2 ?8<<6Q38 C6H7:4=6JO24 = B65L72. 38=@F <274:67D:3@F 72B6Q: «B:8N<45-
(6N8?8=H?84 8B2H6324 G8<8>2<E32?6 = 3898 23>2=2>6». 0:8N<453@F 23>2=2>
«-8<274» («83 C<8N38 D:P6< 36 543L, – 87 S83 &2G876 >8 94:84= S8H784=H-
B8?6 L D>6<L< <4> 2C 498 H4:>K6»), B8 ?898 – 94:8F, 4O4 34 8B:4>4<2=I2FHL
5@H<2 SQ4F52H836, L=<L47HL B:254:85 = «H=82G» K4<LG = H5@H<4 2G =H48NO-
58>4:32H7H?8F, 6=7838538F 87 8NO498 38H72, 54:@ D32=4:H6<E38H72, 36G8>L-
G8>6 B8=4H7=8=632L, ;:6C@ - 3436::6- O2FHL = «>45832P4H?85 B82H?4» H76=-
72=3898 «8N:6C6». $O4 N8<44 H25B78- I2G H?:@7@52 36H78LO2G K4338H74F.
276 T/)(VW, ,"X'(/*'

3. "DO4H7=433@5 ?:274:245 B:6=>8B8>8- !76 «7:47EL HDO38H7E» – AH7472C2:8-
N2L :46<2H72P4H?898 :85636 L=<LJ7HL =63384 B:8H7:63H7=8 2C8<LK22 2 I8-
BH2G8<892P4H?24 5872=2:8=?2 :6C=272L ?2:DJO498 H78<?38=432L – H7638=27HL
HJQ476: 29:6 2374:4H8= 23>2=2>8= H8 745 54H785, = ?878:85 :46<2H72P4H?6L
«H<8Q38F BH2G8<8924F» C6H76=<L47 H8- BH2G8<892L 7:63H;8:52:D47HL = «>4-
N@72L B<6=38 B4:474?67E >:D9 = >:D96. 9D5632C2:8=633DJ», 87PDQ>433DJ 58-
"=LC63384 H 58>4:32C6K24F 36:6H76324 >4:32H7H?DJ HDNU4?738H7E.
;:6954376K22 8NO4H7=6, 6383252C6K22 X8376Q36L ;8:56 ?238 B8>:@=647
498 ;:6954378=, B:2=8>27, B8 T8<E>56- :6N87D 36::672=3898 6BB6:676. />36-
3D, ? 785D, P78 H 36P6<85 XX =4?6 – 87 ?8 «9<6=384» 58>4:32H7H?84 2H?DHH7=8
&6;?2 >8 )8N-T:2F4 2 «(8=898 :85636» – ?23456789:6; – 87 :6332G A?HB4:2-
– «B:8N<453@F 23>2=2>» B8H74B4338 54378= = 8N<6H72 ?238B8=4H7=8=632L >8
DH7DB647 54H78 94:8J, PDQ>85D <JN85D ?<6HH2P4H?898 98<<2=D>H?898 ?238 4O4 =
B:89:4HH2=385D B82H?D, 87PDQ>4338- C36P274<E38F 54:4 8H38=@=647HL 36 <2-
5D 87 =34I3498 52:6. * ?834P385 HP4- 74:67D:3@G B8=4H7=8=674<E3@G HG456G.
74 «38=@F :8563», 6:72?D<2:D47 «:6- S6Q4 74<4=2>4324 = B4:=@4 >4HL72<4-
>2?6<E384 2HP4C38=4324 B4:H836Q6 2 72L H=8498 HDO4H7=8=632L 4O4 H8>4:-
H887=47H7=4338 34 54344 C36P274<E384 Q27 = H4N4 8B:4>4<433@F 36::672=3@F
DH2<4324 6=7838522 8NU4?78=» [765 Q4, B8743K26< (=HB85325 G87L N@ 6NH8<J7-
288]. '=783852L A98 8N8:6P2=647HL 6=- 38 34;8:5673@4 H498>3L 7467:6<E3@4
7838524F =4O2: = 87HD7H7=22 94:8L 36- 74<4HB4?76?<2). 08CQ4 B8=4H7=8=6324
P236J7 «>4FH7=8=67E» =4O2, 8N:6CDL DG8>27 H 74<4=2>432L, DH7DB2= 54H78
6NHD:>2H7H?24 63H65N<2 8738I432F (= 9474:89433@5 ;8:565 – 74<4B:89:655@
P45 58Q38 :6C9<L>47E 348Q2>633@F N4H?834P38 B:4:@=6J7HL :4?<653@52
ND?=6<2C5 78=6:3898 ;472I2C56). =H76=?652 2 :6HH@B6J7HL 36 87>4<E3@4
&23456789:6; =@=8>27 ?:2C2H 6=78- HJQ47@ 2 2H78:22. (8 4O4 2 789>6 74<4-
3853898 A98 36 38=@F D:8=43E. &234- =2>4324 B:8>8<Q6<8 B:2>4:Q2=67EHL
56789:6;2P4H?2F, 58376Q3@F HB8H8N 36::672=3898 DH78L ?<6HH2P4H?8F :4B-
:6HH?6C@=632L 2H78:2F L=<L47HL H=84- :4C4376K22 – 4>23H7=6 54H76, =:45432
8N:6C3@5 6372B8=4H7=8=63245 B8 87- 2 >4FH7=2L = :65?6G ?6Q>8F 52C63HK4-
38I432J ? ?<6HH2P4H?8F <274:67D:38F 3@, 58376Q3898 ?6>:6.
;8:54. &238H2376?H2H 34 H78<E?8 «BH2- %C8N:474324 BD<E76 >2H763K2833898
G8<892P4H?2» H=LC@=647 A<45437@ = 34- DB:6=<432L 2 B:6?72?6 CABB2396 B:2=4-
:6C:@=3DJ 327E 2H78:22, H?8<E?8 =2CD- <2 ? 38=8F H74B432 >436::672=2C6K22
6<E38 H76<?2=647 C36?2 54Q>D H8N8F, H8=:454338F =2CD6<E38F ?D<E7D:@. +:2-
8N4HB4P2=6L >4FH7=4338H7E C:4<2O6. 74<E H65 B8H78L338 B4:458372:D47 :6C-
X8376Q3@F B:23K2B, 36P236L H !FC43- <2P3@4 HJQ47@, B:8>DK2:DL 6NH8<J738
I74F36, B8<69647 M:4>:2? SQ4F52H83, 34 5872=2:8=633@4 H8>4:Q63245 ?6>:6
58376Q3@4 H7@?2, 34 D>4:Q2=6LHE =
«7:4ND47, = B4:=DJ 8P4:4>E, :4>D?K22 ?6Q- B:4>4<6G 8>3898 B8=4H7=8=632L, >:4F-
>898 ?6>:6 ? 498 H658F 23743H2=38F 7836<E-
38H72 ><L 7898, P78N@ DH2<27E LC@? ?837- ;DL 36 36::672=3@G 8N:@=?6G. (8 >6Q4
:6H76 2 I8?6 87 H78<?38=432L A7898 ?6>:6 A76 38=6K2L, 8?83P674<E38 B4:4=4>L
H B8H<4>DJO25. …#8 36B:LQ4324 2<2 H7@?
74<4=2>4324 = :6C:L> B8H758>4:32H7-
54Q>D >=DG ?6>:8=, ?878:@F L=<L47HL ?83-
H727D72=3@5 ><L 58376Q6, :6H?:@=647HL 2 H?2G ;4385438=, 34 D32P78Q2<6 B:2-
B:28N:47647 H767DH H658H78L74<E3898 2C8N- 3K2B26<E3898 4>23H7=6 2 985894338H72
:6Q432L, 7:47E4F HDO38H72, =8C32?I4F ?6?
B4:4G8> 54Q>D B4:=@52 >=D5L …». [Jameson ?6>:6: :65?6 ?6>:6 =H4 4O4 H<DQ2<6
1990, 212] 78F H452872P4H?8F 9:632K4F, ?878:6L
!"#$#%&' %(#$)($#' % *%+,'-.(/$ 0/#)$1-$(%$ 277

4. 34 >8BDH?6<6 =?<JP432L 8N8H8N<433@G 0:8?8554372:D45 A7D HG45D H 78P?2
;:6954378= 238:8>3@G 74?H78= = 8H38=- C:432L 38=898 B8=8:876 = «HD>EN4»
38F =2CD6<E3@F 74?H7. :65?2, H=LC633898 H %374:34785. )65-
?6 = 7:6>2K28338F 2?838B2H38F 7:6-
>2K22 29:6<6 :8<E, 636<892P3DJ :8<2
<%-7)$.' «9'&'1%-4-=-» /%-- 9:632K@ 52:6 = 52;8<892P4H?2G 2<2
0#%'"0#4' >:4=32G 367D:;2<8H8;H?2G B8H7:84-
32LG. *H4 H8>4:Q6324 52:6 C6?<JP6-
"JQ47384, ?85B8C2K283384, H72<2H- <8HE = A78F 9:632K4 76?25 2HP4:B@-
72P4H?84 4>23H7=8 =3D7:2:658P3898 =6JO25 8N:6C85, P78 345@H<25 N@<
B:8H7:63H7=6 GD>8Q4H7=433898 B:82C- >6Q4 =8B:8H 8 785, P78 B:8H72:647HL
=4>432L L=<L<8HE 8>325 2C 8H38=3@G C6 34F – 765 347 32 N@72L, 32 34-N@-
B:23K2B8= :46<2H72P4H?8F :4B:4C4376- 72L.
K22. )46<2C5 B:4>B8<696< =C6258>4FH- S<L H8=:45433898 5@I<432L 9:632-
7=24 =3D7:2:658P3898 B:8H7:63H7=6 2 K6 – A78 <232L, ?878:6L B:236><4Q27
B:8H7:63H7=6 C6 :65?8F. 8>38=:454338 >=D5 B:8H7:63H7=65 2<2
(6>8 H?6C67E, :65?6 = ?6P4H7=4 6HB4?- 74<65, 36G8>LO25HL = B8H78L3385 ?83-
76 B:8N<45@ H452872P4H?8F 9:632K@ 76?74 2<2 «=C6258B4:4=8>4». % H8=:4-
H76<6 8>325 2C =6Q3@G B:4>5478= 2H- 543385D 5@I<432J 52;8<892P4H?2F
H<4>8=632L = 7:6>2K22 58H?8=H?8-76:- 2<2 6372P3@F 8N:6C 52:6 ?6Q47HL 36-
7DH?8F H452872P4H?8F I?8<@. #6?, -4= H78<E?8 Q4 H7:633@5, 36H?8<E?8 ><L
Z4923 [1970] B:4><8Q2< H<4>DJODJ H65898 7:6>2K2833898 5@I<432L 87-
HG45D A=8<JK22 H767DH6 :65?2 = 2H78- 76<?2=6JO4 N4C-8N:6C3@5 B8?6C6<HL
:22 C6B6>384=:8B4FH?898 2H?DHH7=6: N@ 52:, 34 254JO2F P47?8F B:8H7:63H-
87 7:6>2K28338F 2?83@ (=4HE =2>25@F 7=4338-H5@H<8=8F, 78 4H7E 6NH8<J738F
52: 36G8>27HL = :65?4) P4:4C :434HH63- 9:632K@.
H3DJ Q2=8B2HE (52: 8N36:DQ2=647 H=84
B:8>8<Q4324 C6 :65?8F) ? Q2=8B2H2
58>4:36 (:65?6 B4:4H7647 N@7E 8OD72-
58F 9:632K4F :4B:4C4372:8=633898 36
B8<8734 52:6).
«[":4>34=4?8=6L] ?6:7236 ?6? N@ H656
H4NL 89:632P2=647, H656 H4NL 2HP4:B@=647,
2 C6 44 B:4>4<652 DQ4 347 32P498… 04:=@4
B:2C36?2 =8C58Q3898 B:8>8<Q432L ?6:72-
3@ – C674?632L ;8:5@ C6 :65D – B8L=<L-
J7HL DQ4 = AB8GD *8C:8Q>432L, = 8H8N43-
38H72 = 16 =4?4. S6<44, B8 54:4 7898 ?6?
D9<DN<L47HL B:8H7:63H7=4338H7E ?6:723@,
A76 8H8N4338H7E B8H7:8432L 36P23647 B:8-
9:4HH2:8=67E, 2 36?834K =8 =78:8F B8<8=2-
34 19 =4?6 B8L=<L47HL 2H?DHH7=8 GD>8Q32-
?8= «25B:4HH2832H78=», B:8=8C9<6H2=I2G
H8=4:I4338 38=@F B:23K2B: ?6:7236 – 34
N8<44 ?6? ?DH8? B:2:8>@, 8?38 = 52:…
+>4HE B:8H7:63H7=4338H7E Q2=8B2H2 32P45
34 H>4:Q2=647HL, B6HH2=38 :6H74?647HL
=8 =H4 H78:83@ – C6 B:4>4<652 :65@ B:8-
H72:647HL N4CN:4Q3@F =8C>DI3@F 8?463,
N4H?834P36L B:8H7:63H7=4338H7E.» [Z4923 Imago mundi: -$*/$ !%*$ 01"2$''% 3+-
1970, 66] $*4".
278 T/)(VW, ,"X'(/*'

5. %C5434324 H8873I432L 23>2=2>D6<E-
384/?8<<4?72=384, ?6P4H7=8 B8=H4>34=-
3@G ?6B276<2H72P4H?2G 7:63H;8:56K2F
= 8NO4H7=4338F Q2C32 XV-XVII =4?8=,
B:8L=<L<8HE 36 D:8=34 AH7472P4H?8F
;8:5@ – 36B:254:, = 2C5434322 ;D3?-
K22 :65?2 ?6? H452872P4H?8F 9:632K@.
X2: <2346:38F, B:89:4HH2=38F, N4H-
?834P38F 2H78:22, = ?878:85 23>2-
=2>@ H76<?2=6J7HL >:D9 H >:D985 ?6?
:@38P3@4 ?837:69437@, B8H74B4338
DBDH?6L 2C =2>D =8C58Q38H7E ?6?898-
<2N8 ?8<<4?72=3898 B:84?76 (= H5@H<4,
36B:254:, H:4>34=4?8=898 "B6H432L)
:4B:4C4372:D47HL DQ4 34 ?6? =3D7:2-
:658P384 B:8H7:63H7=8, 6 ?6? «=2>
2C 8?36». )434HH63H384 «8?38» 58Q47
N@7E B83L78 76?Q4 ?6? =8B<8O4324 B8-
A72?2 89:632P4338F, P6H738F B4:HB4?-
72=@ 36 H8K26<E3@F 52:, ?878:@F ?6?
=34I3LL, «8NU4?72=36L» :46<E38H7E
!9-7%'>$"3$ 4$?"-0#3: %-"'$ 5'4*+6 B:8H72:647HL C6 9:632K652 :65?2, H76-
789:+2$. 38=27HL H8NH7=4338 «B:8H7:63H7=85»
(6372P38H7E =88NO4 34 C36<6 ?67498-
0:2543274<E38 ? 2?834 A78 87H@<647 ? :22 B:8H7:63H7=6, 836 5@H<2<6 52: =
36N8:D 2 ?85B8C2K22 ;29D:, C6=LC63- <8?6<E38-52?:8?8H52P4H?8F ?67498:22
3@5 53898P2H<433@52 ;8:56<E3@52 []^, «54H78-H7:636»).
B:245652 2 H25=8<2?8F =8 =3D7:4334 08 54:4 58>4:32C6K22, D9<DN<432L 2
4>23@F 52?:8?8H5. :6HI2:432L :@38P3@G 8738I432F 8N-
R>:8 A7898 52?:8?8H56 – ;29D:6 "6?- <6H7E H=8N8>@ ?<6HH2P4H?898 B:4>B:232-
:6<E3898, B8>8N38 K437:D 9:6=276K22, 5674<L (36P236L H 54<?898 <6=8P32?6),
H7L92=647 ? H4N4 =4O4H7=8 52:6. * 7:6>2- 38H274<L P6H738F 232K2672=@ = B:4>4-
K2833@G ?6:789:6;2P4H?2G imago mundi <6G 34N8<EI8F 98:8>H?8F 8NO23@ :6C-
= =2>4 2>46<E3898 ?:D96 9:632K@ 52:6 5@=647HL 53898P2H<433@52, =H4 N8<44
C6P6H7DJ =@H7DB647 34 P78 2384, ?6? =:4- DH?8<EC6JO252 87 3498 C6=2H258H7L52
5L = 498 H65@G :6C388N:6C3@G K2?<6G. H2H745@ HB:8H6 2 B:4><8Q432L. M438543
08>8N36L M8:56 =2CD6<E38F :4B:4- C6?6>:8=898 B:8H7:63H7=6 6:72?D<2:D47
C4376K22 52:6 N6C2:8=6<6HE 36 4>2- %384 B:8H7:63H7=8 – «B:8H7:63H7=8» P4-
385 H6?:6<E385 08=4H7=8=6322 (X2;4, <8=4P4H?2G 8738I432F, 9<8N6<2C2:DJ-
&3294 N@72L). *H4 B:82HG8>LO44 = 52:4 O2GHL 2 87PDQ>6JO2GHL = ;8:54 78=6:-
7:6?78=6<8HE ?6? 34:6C:@=36L P6H7E 3898 ;472I2C56. 08 8738I432J ? :65?65
34?878:8F 8NO4F %H78:22, 2 44 B4:H8- 7898 Q2C3433898 52:6, = ?878:85 8N276-
36Q45 8ODO6< H4NL ?6Q>@F 23>2=2>. 47 23>2=2> 58>4:36 = B8=H4>34=38H72,
!76 &8<<4?72=36L %H78:2L 254<6 H=84 A78 38=84 B:8H7:63H7=8 H7638=27HL 4H<2
(6P6<8 2 H=8F &834K, = H=474 ?878:@G 34 N8<44 =2>25@5, 78 N8<44 8OD725@5 2
8N:476<HL H5@H< B:82HG8>LO498 H ?6Q- B:87LQ433@5, =3DI6JO25 HB4K2;2P4H-
>@5 «B4:H836Q45». ?DJ ><L H8=:454338H72 «7:4=89D».
!"#$#%&' %(#$)($#' % *%+,'-.(/$ 0/#)$1-$(%$ 279

6. (4 ? A785D <2 8B@7D 87H@<647 X. X4:- 36 H498>3L – 8 B8H7-2H?DHH7=4 >2C6F36.
<8-08372, 98=8:L 8 ?83K4 «362=38F S2C6F3 B:2>647 «P4<8=4P38H7E», C6-
=4:@» = 8?:DQ6JO2F 52: ?6? ?6:723D, =4:I4338H7E 2 D>8NH7=8 78F 2<2 238F
B:2C@=6L 87?6C67EHL «=8HB:232567E B:6?72P4H?8F ;D3?K22. %374:347 8;8:-
?6?8F-78 DP6H78? 52:6, 8P4:P433@F 5<43 >2C6F34:652. %374:347 34 >8<-
P47?252 9:632K652, 8?:DQ433@F 34- Q43 N@7E AH7472P3@5, 83 >8<Q43 N@7E
?8F C838F P4:387@, 36B8<3433@F N4C ;8:5673@5. ' «;8:567» = H498>3LI345
B:8BDH?8= ?6P4H7=652» 2 B:23L7E =8 H<8=8DB87:4N<4322 – A78 8B7256<E3@F
=3256324 C6?6>:8=84 B:8H7:63H7=8, ?8- HB8H8N ><L ?83?:473898 B:8>D?76 (56-
78:84 «>8=8<E38 7:D>38 8B2H67E, LH38 74:26<E3898, 23;8:56K2833898 2<2
78<E?8, P78 838 34 L=<L47HL 32 P4:3@5, «?:4672=3898») H B858OEJ <89872B6 2
32 H4:@5. #D7 25447HL 34?84 348B:4>4- :DN:2?678:6 =8F72 = ?6? 58Q38 N8<44
<43384 C:4324, =2>4324 P4:7-74 P498 2, I2:8?2F ?:D9 B87:4N274<4F.
4H<2 DQ 2>72 >8 ?83K6, >6Q4 78, P78 D />325 2C H65@G C65473@G 2 C36P25@G
543L C6 HB238F, 34 <2I438 C:274<E3898 H25B7858= A72G 2C543432F H76<6 7:63H-
B:2HD7H7=2L» [X4:<8-08372 1999, 28]. ;8:56K2L H767DH6 B:8H7:63H7=4338F
(4 36 A785 <2 N6C8=85 6;;4?74 8H38- :65?2. * ?6P4H7=4 D32=4:H6<E3898 ?85-
=@=647HL AH7472?6 ;2<E58= DQ6H8= 2 B8C2K2833898 B:2456 = %374:3474 5@
7:2<<4:8= – 36 B:2HD7H7=22 C6 ?6>:85, 36N<J>645 34 8BB8C2K2J, H?8<E D98>38
B8 H65@5 ?:6L5 :65?2 «P4:7-74 P498», B:8N<45672P3DJ, 54Q>D =3D7:2- 2 C6-
BD96JO498 H=825 B4:2;4:2F3@5 B:2- ?6>:8=@5 B:8H7:63H7=85, 6 >4?83H7:D?-
HD7H7=245 B:L58 C6 HB238F H65898 =2- K2J A78F 8BB8C2K22. T2B4:74?H78=@4
>LO498, ?878:@F <2I647HL H=84F B:2- «8?36» = ?6P4H7=4 >6<4?898, 38 B:L58-
=2<492:8=6338F B8C2K22 =H4=2>LO498 98 B8785?6 :434HH63H3898 Q2=8B2H3898
:434HH63H3898 36N<J>674<L. «8?36» 8N:6CDJ7 7876<E38H7E, 34 8H-
76=<LJODJ 54H76 P45D-<2N8 =34I345D
H4N4. «/?38» %374:3476 B:4>H76=<L47
@3/$%#$&0#-46$ «-&"'» H8N8F 36N8: 56<43E?2G 8?83, «C658P-
3@G H?=6Q23» = >:D924 8?36, ?878:@4
$H<2 :46<2H72P4H?84 B8=4H7=8=6324 76?Q4 254J7 58C62P3DJ H7:D?7D:D. *
N@<8 B:8H7:63H7=85 6=783853898 A98, A785 N4H?834P385 =C625887?:@=6322
78 ?238B:8H7:63H7=8 – B:8N<45672C2- 8?83 >:D9 = >:D96 36G8>27 H=84 C6=4:-
:8=6<8 A7D 6=783852J. %374:347 Q4 I4324 ?:2C2H ?<6HH2P4H?8F :4B:4C43-
B:4>H7647 54H785 :6HB6>6 6=7838538- 76K22. />325 2C B4:=@G H25B7858=
98 A98. +>4HE 58>4:32H7H?6L «7:4=896» A7898 ?:2C2H6 N@< H=LC63 H N6:8P38F
H325647HL B:6?72?652 N4H?834P3898 AH7472?8F C4:?6<, :6C>=296JO2G, B8
=2CD6<E3898 B87:4N<432L. T<DN233@4 H<8=65 -875636,
7:63H;8:56K22 H88738I432L 23>2=2-
>D6<E384/?8<<4?72=384, ?878:@4 94- «H8NH7=4338 6:G274?7D:384 B:8H7:63H7=8
:6>2 H8C>632L 2<<JC8:38F N4H?834P38H72
34:2:8=6<2 A7D «7:4=89D», B:2=8>L7 ? (87:6Q4324 C4:?6<6 = C4:?6<4), D>=8432L
2HP4C38=432J H65898 ;4385436 «6=78- GD>8Q4H7=433898 B:8H7:63H7=6 BD745 87:6-
Q432L ?6:723 = C4:?6<6G 2<2 =C<65@=632L
38522». * ?8374?H74 ?83K6 (?6? 6=78- 9:632K@ «=3D7:43344/=34I344» BD745 87:6-
3853898 A98, 76? 2 6=7838522 2H?DHH7=6) Q432L = C4:?6<6G 8?83.» [-87563 1992, 116]
=H7:82=I498HL = A?83852P4H?DJ H2H74-
5D B8C>3498 ?6B276<6, 5@ =88NO4 >8<Q- * %374:3474 :65?6 B4:4H7647 N@7E
3@ 98=8:27E 34 8N «AH7472?4» %374:34- H76N2<E38F H452872P4H?8F 9:632K4F,
76, 6 8 «=6Q34FI45 2C =H4G 2H?DHH7=» ?878:6L :49D<2:D47 H5@H<8B8:8Q>6-
280 T/)(VW, ,"X'(/*'

7. JO2F 8N543 =34I3498 2 =3D7:433498 *H4 «H8>4:Q6324» 52:6, 23;8:56K2J 8
B:8H7:63H7= H4528H;4:@. * ?6P4H7=4 345 58Q38 36F72, N4H?834P38 87?:@=6L
6=7838538F LP4F?2 G:63432L 23;8:- =H4 38=@4 8?36 =34 8BB8C2K22 =3D7:43-
56K22 :65?6 C65@?647 8B:4>4<433@F 344/=34I344, >6 2 =88NO4 =34 ?6?898-
;:695437 «52:6» = H4N4 2 =H7:62=647 <2N8 /N:6C6 52:6 2<2 %H78:22. /N A785
= N4H?834P3@F :L> HG8Q2G H763>6:7- 8B@74 %374:3476 08<E *2:2<E8 B2I47
3@G LP44?. "<8=38 = ?8<EK4 X4N2DH6, = 74:5236G ;D3>654376<E38F B874:2
=<8Q433@4 :65?2 = B:8K4HH4 :46<E38- 8:24376K22:
98 B8<EC8=632L %374:34785 B8H78L338
543L47HL 54H7652: 78, P78 N@<8 =<8- «*54H74 H B8H7:843245 23;8:56K2833@G
HDB4:5692H7:6<4F 5@ H78<?3D<2HE H 38=@5
Q433@5 ;:4F585 23;8:56K22 = 8>385 ;43854385: B874:4F 8:24376K22. MD3>6543-
8?34, :6H?:@=6LHE = H658H78L74<E384 76<E38F B874:4F 8:24376K22, >8B8<3LJO4F 2
8?38, H8>4:Q27 = H4N4, 36:L>D H >:D92- B8>@78Q2=6JO4F [B:8K4HH@] 8NO4H7=4338F
<2N4:6<2C6K22 2 D543EI432L :49D<2:8=632L
52, B:4>@>DO44 8?38, ?878:84 B:4=:6- ;2363H8=@G :@3?8=, PE2 34P4H72=@4 B8H-
O647HL = 6383H 2<2 HH@<?D. <4>H7=2L G8:8I8 2C=4H73@.» [Virilio 2001, 24]
«+6?6>:8=84» B:8H7:63H7=8 ?6? 76-
?8=84 2HP4C647 = %374:3474. S<L 92- * B8C>345 23;8:56K28338-;2363H8-
B4:-:65?2 347 32P498 =34I3498 – A78 =85 ?6B276<2C54 H656 34=8C58Q38H7E
HG=67@=647HL DQ4 = H<8=8H8P476322 23>2=2>D6<E3898 8B:4>4<432L ?88:>2-
«=2:7D6<E36L :46<E38H7E», 8N8C36P6- 367 = H8K26<E385 B:8H7:63H7=4 H7638-
JO45 H8=8?DB3@F A;;4?7 %374:3476 =27HL AH7472P4H?25 ;6?78:85. * H=845
= 8738I4322 B8<EC8=674<L – B8743K2- «<-0#.-1$%"39.$» [1991] M:4>-
08H758>4:32C5
6<E38 836 =?<JP647 = H4NL =H4 >:D924 :2? SQ4F52H83 B8?6C@=647, P78 76-
156, 240
:65?2. )6=3@5 8N:6C85, ><L 92B4:-:65- ?6L D7:676 HB8H8N38H72 ?893272=3898
?2 347 2 =3D7:433498 – B:8H7:63H7=8 = ?6:789:6;2:8=632L = B<634 AH7472?2
8?34 %374:3476 H8H7827 2C 6=783853@G B:2=8>27 ? B8>:@=D H88738I432L =3D7-
5836>, 76LO2G = H4N4 K4<@4 52:@. $H7E :43344/=34I344 2 P6H7E/K4<84; ? :6H-
«>D:36L N4H?834P38H7E» 58C62P3898 B6>D H=LC38H72 =4:N6<E3898 2<2 =2CD-
=C6258B4:4?:@=632L ;:4F58= 23;8:- 6<E3898 74?H76. %54338 A72 B:23K2B@
56K22. %374:347 H7638=27HL 76?25 «>8- H7638=L7HL ?83H7:D?72=3@52 ><L B8H-
585 N@72L», = ?878:85 4H7E 538Q4H7=8 758>4:32H7H?8F AH7472P4H?8F ;8:5@,
8?83 2, H887=47H7=4338, =2>8= 36 :46<E- 2 :46<2CDJ7HL = I2:8P6FI45 HB4?7:4
38H7E, 38 347 =8C58Q38H72 =@9<L3D7E ;4385438= H8=:454338F ?D<E7D:@ – 87
2C 8?36 2 D=2>47E 8NO44 ><L =H4G A72G I2C82>38F <274:67D:@ >8 ND?=6<E3898
P6H73@G =2>8= B:8H7:63H7=8. "DNU4?7 «B:8H7:63H7=433898 C654I674<EH7=6» =
C6>=23D7 = 9<DN23D B:2=673898 «23- >4?83H7:D?72=2H7H?2G 6:G274?7D:3@G
74:E4:6», B8H758>4:32H7H?898 =6:263- B:8H7:63H7=6G.
76 B<67838=H?8F «B4O4:@», 87?D>6 83 ,B<8734324 2 9474:83852C6K2L 23;8:-
36 :6HH78L322 36N<J>647 >:4F;DJO24 56K22 36 74<4=2>4322 B:2325647 8P4:-
;:695437@ «=34I3498 52:6», C6?<J- 7632L, HN<2Q6JO24 498 H "47EJ. !78
P433898 = 92B4:74?H78=DJ :65?D. #6?8- ?6H647HL, B:4Q>4 =H498, H8B:2HD7H7=2L
=6 72B2P36L 98<<2=D>H?6L :4B:4C4376- = ?6>:4 34H?8<E?2G «98<8H8=», ?636<8=
K2L =H4=8C58Q3@G 94:84= ?2N4:B63?6 2 23;8:56K22. S6Q4 36 H?63>6<E38 2C-
G6?4:8=: 832 34 87:@=6LHE H587:L7 36 =4H7385 H=84F :47:89:6>38H7EJ N4<8-
54:K6JO24 A?:63@ = 369<DG8 C6?:@7@G :DHH?85 74<4=2>4322 = 38=8H7LG =32CD
87 =34I3498 52:6, B4O4:88N:6C3@G ?6>:6 H 34>6=3498 =:45432 B8L=2<2HE
B:8H7:63H7=6G. >=4 H7:8?2, N49DO2G H :6C3@52 H?8:8-
!"#$#%&' %(#$)($#' % *%+,'-.(/$ 0/#)$1-$(%$ 281

8. H7L52 – 54><4336L B8<8H6 B8<4C38F 23- 49 2 Q6<47E 8 =@?23D78F 40 <47 36C6>
;8:56K22 (B898>6, H78258H7E N43C236, 36 B858F?D 74<4=2C28338F <23C4»; «=
?D:H@ =6<J7 2 B:.), N@H7:6L B8<8H6 – 32Q345 <4=85 D9<D 36=LCP2=8 54<E74-
38=8H72, 34 =8I4>I24 = 8H38=38F ?6>:, I27 ?6?6L-78 34B83L736L 9:6;2P4H?6L
= 8H38=385 <JN8B@73898, 348;2K26<E- ?83H7:D?K2L 342C=4H73898 B:4>36C36-
3898 H=8FH7=6. 08H758>4:32H7H?84 74<4- P432L» 2 7. >.
=2>4324 2HB8<ECD47 :6C<2P3@4 HB8H8N@
>4?83H7:D?K22 8BB8C2K22 «=3D7:2 :65-
?2 – C6 :65?8F»: 87 727:8= >8 :6C388N-
:6C3@G ?6>:8=-=-?6>:4.
(8 =H4 A72 «8?36» 2HB8<ECDJ7HL = ?6-
P4H7=4 B:2<8Q432L, ?8554376:2L 2<2
A5;6C@ (B8>P4:?2=632L C36P258F >4-
76<2, =@>4<432L 6?K4376) ? 8H38=38F
?6:723?4. S476<2, :6?D:H@, H<8=6 2
K2;:@ 76? 2<2 236P4 :6N876J7 36 8H-
38=384 H8N@724, ?878:84 8B:4>4<L47
=3D7:2?6>:8=84 B:8H7:63H7=8. #6?25
8N:6C85, 832 34 L=<LJ7HL H8=4:I4338
9474:89433@52 ;:695437652, «8?3652»
= 23@4 H:4C@ :46<E38H72. * B:8>=2- «A'.$1"3»: %,/"*%6 ;;;7 3. <$*)+'"2$.
3D7@G 58<8>4Q3@G 2<2 23;8:56K283-
3@G B4:4>6P6G ?6:723?6 =4>DO498 58- (6 36I =C9<L>, :4PE C>4HE 58Q47 2>72
Q47 8N:65<L7EHL >:D9252 ?6:723?652 34 8 HB8:4 H2H745 AH7472?2, 6 8N 8>38F
(B:L5@4 =?<JP432L, HG45@, 63256K22 2 78F Q4 <892?4 B8C>3498 ?6B276<2C56
2 B:.), N49DO252 H7:8?652 N2:Q4=@G – 36:6H76324 ;:6954376:38H72, 2374:-
?872:8=8? 2<2 H78<N2?652 H5H-H88NO4- 6?72=38H72, 34<234F38H72, 7:63H;8:-
32F. #4<4?6:723?6 8N36:DQ2=647 743- 52:DJO4F B:4>H76=<432L 8 «B:4?:6H-
>43K2J ? 58C62P38-I2C8;:432P4H?8F 385» =88NO4. #4<4=2>4324 342CN4Q38
H7:D?7D:4, ? B:4=:6O432J 8H38=3898 ND>47 B@767EHL N@7E «?6? %374:347»,
?6>:6 = 4O4 8>23 ?6>:-=-?6>:4 36:L>D :6=38 ?6? 2 ?238 =H4 N8<44 8N36:D-
H >:D9252 (76?8=6 38P36L C6H76=?6 8>- Q2=647 743>43K2J N@7E N8<EI25 ?<2-
3898 #* ?636<6 – 8>38=:45433@F B8?6C B85.
36 >4HL7?6G 56<43E?2G ?6>:8=-=-?6>:4 />36?8 H=8J :46<2C6K2J 58C62P-
B:89:655 H >:D92G ?636<8=). 38-I2C8;:432P4H?6L H7:D?7D:6 8N-
"25B785672P36 :46?K2L 36 74<4AH- :47647 78<E?8 %374:3474. %374:347-
7472?D -. 06:;438=6, H8>4:Q6O6LHL «H4:;239» B:4>H76=<L47 H8N8F 38=84
= %374:347-BDN<2?6K22 '. "52:38=6 ?6P4H7=8 CABB2396. $H<2 B4:4=4H72 78,
«%374:347 36 74<4=2>4322» [2000]. P78 B:82HG8>27 = 8?34 N:6DC4:6 (38=8-
/H38=@=6LHE 36 HDQ>4322 :46<2H72P4H- H73898 H6F76, %374:347-5696C236 2 7.>.)
?898 =?DH6 8738H274<E38 4>23H7=6 ?6>- = B<8H?8H7E 74<4A?:636, 78 H8N@72L 36
:6, 6=78: :6HK432=647 44 ?6? 34D>6P- A?:634 58Q38 B:4>H76=27E H<4>DJO25
3DJ, 34?:6H2=DJ ?6<E?D H %374:3476: 8N:6C85. * ?6>: ?6?898-32ND>E H4:26<6
«%C8N:6Q4324 =H4 =:45L :6C54O647HL =N49647 94:8F >:D9898 H4:26<6 (34 =34-
36 56<43E?85 ?DH8P?4 A?:636, ?878- I325 :4?<653@5 6383H85, B4:4N2=6J-
:@F B8H78L338 C6H76=<L47 =HB852367E O25 74P4324 >6338F 2H78:22, 6 254338
B4:=434K H8=47H?898 74<4=2>432L &*( =8 =3D7:43344 B:8H7:63H7=8 >633898
282 T/)(VW, ,"X'(/*'

9. 74<4B8=4H7=8=632L) 2 ?:2P27: «6 = A78 <892P4H?8F H7:D?7D:8F H6F76 2 :4;<4?-
=:45L = 584F 2H78:22 567E 36?834K-78 H2=3@5 87N8:85 23;8:56K22 B8<EC8=6-
36G8>27 B874:L33898 50 <47 36C6> :4- 74<45. 08> «=2CD6<E3@5 B87:4N<43245»
N43?6»; 2 N49647 34?878:84 =:45L H:4>2 5@ :4?83H7:D2:D45 H27D6K2J 56HH8=2>-
94:84= >:D98F 2H78:22, 34 8N:6O6JO2G 3898, DH:4>3433898 B8<EC8=632L %374:-
36 498 B:2HD7H7=24 32?6?898 =325632L. 34785, ?878:84 H7:827HL B8 /-%"-=-
08:389:6;2L
%',3?$0&-5 .-1$)3.
154, 261
0:4>H76=25 76?Q4, P78 5@ 58Q45 H BD<E-
76 B:8?:D727E H4:26< >8 ?83K6, DC36=,
P45 =H4 ?83P27HL, 2 =4:3D7EHL 8N:6738.
08B:8ND45, 36?834K, B:4>H76=27E H4N4,
P78 32 8>36 2H78:2L 34 25447 32?6?8F
:6C=LC?2, ><27HL >8<EI4 <JN898 H4:2-
6<6 (=4:344 H7827 «36 54H74»), 6 ?:D9
94:84= 87?:@7 2 34H76N2<43.
%374:347 L=<L47 H8N8F 254338 76?DJ
B8H7-74<4=2C2833DJ «?6:723?D». *3D7-
:2 «58376Q3898 H4954376» (%374:347-
H7:632K@) 34 HDO4H7=D47 N8<44 >6Q4
8738H274<E3898 4>23H7=6 54H76, =:454-
32 2 >4FH7=2L. 08=4:G38H7E «?6>:6» =
%374:3474 :6H?8<876 H658H78L74<E3@52
;:4F5652 23;8:56K22, 8BK2L52, :4?-
<653@52 N634:652 2 HH@<?652. 04:4G8>
87 8>3898 ;:4F56 ? >:D985D 8HDO4H7=<L-
47HL 34 B8H:4>H7=85 58376Q3898 H7@?6 H
H8G:6343245 H237695672P4H?8F H7:D?7D-
:@ 54Q>D ?6>:652, ?6? = ?23456789:6;4
2 36 74<4=2>4322 7:6>2K2833898 72B6, 6
6?72=2:8=63245 =H4 38=@G «98<8H8=» 2
87?:@7245 =H4 38=@G 8?83 = «785 Q4 H6-
585» B:8H7:63H7=4. !78 B:8H7:63H7=8 <2-
I438 =34I3498 2C54:432L, :6=38 ?6? 2
9<DN23@ ?6? 6<<498:22 H8K2D56, = ?878-
:85 34 H78<E?8 HDO4H7=D47, H?8<E?8 «B8-
C2K2832:D47HL» H8=:45433@F 23>2=2>.
!"#$%"$# &'& ,-%.' 439(')*"--
=- /-#%$7)$"3+
14CDH<8=38, B8> «B87:4N<43245» 5@
25445 = =2>D 34 H78<E?8 K4<436B:6=-
<433@F B82H?, 8:24372:8=633@F 36
HB4K26<E3@4 B:8;4HH2836<E3@4 H6F7@
(A<4?7:833@4 36DP3@4 QD:36<@, N6C@
>633@G 2 B:.), = ?878:@G 69:4HH2=38H7E 8%-#3?$0&'+ =')$%$+: "/ "*=$#!$ - "*-
=2CD6<E3898 92B4:74?H76 H>4:Q2=647HL =$#!8.
!"#$#%&' %(#$)($#' % *%+,'-.(/$ 0/#)$1-$(%$ 283

10. 082H? N@78=8F 23;8:56K22 (?6?, 36- :6N87647 36 8H38=3@G 38=8H73@G H6F-
B:254:, =@N8: 58>4<2 58N2<E3898 74<4- 76G: T6C476.ru, -4376.ru, S32.ru (H6F7@
;836), P74324 38=8H74F 2<2 H8NH7=4338 ><L 636<2C6 =@N:63@ B8 23>4?HD K272-
B4:4N2:6324 B8:389:6;2P4H?2G H6F78= :D458H72 36 R3>4?H4).
– =H4 A72 ;8:5@ B8<EC8=632L %374:34-
785 8H38=63@ 36 HB4K2;2P4H?85 B8H7-
58>4:32H7H?85 :6HH4L385 =8CNDQ>4322,
B:89:6558F 2 H<4>85 ?878:898 L=<L47HL
AH7472P4H?6L B8=4:G38H7E %374:3476.
!H7472?6 54:K6JO2G, B:287?:@7@G
«?6:7238?-2H78:2F», :6C38H?8:8H73@G
2 :6C3836B:6=<433@G N49DO2G H7:8?
L=<L47HL A<454376:3@5 H725D<85 2, 8>-
38=:454338, 34B8H:4>H7=433@5 87:6Q4-
3245 38=8F B8H7-36::672=38F 6?72=38H-
72 B87:4N274<L 23;8:56K22. S<L 3498
K4338H7E 87?:@78F H7:632K@ H8H7827 34
= 785, P78N@ B:8P2767E, B:8H587:47E 44 B"3.%(: %,>":?#86 >"*'"=*$)%&+,-%. >*%-
>8 ?83K6. _4338H7E N4C87P4738 H8H7827 = '@%>.
785, P78N@, C6K4B2=I2HE C6 ?6?DJ-<2N8
92B4:74?H78=DJ HH@<?D, C69<L3D7E = 38- &85B8C2K28338 38=8H738F H6F7 H7:827-
=84 «8?38», 2, H<4>DL 234:K22, H8H?8<E- HL ?6? 96<4:4L H B:4>B:8H587:6 H 34-
C3D7E ? P45D-78 «38=85D». S4 ;6?78 32 N8<EI252 6383H2:DJO252 74?H7652 ?
8>36 :6H?:@76L 38=8H7E 2<2 ?6:723?6 38=8H73@5 «thumbnails» (2 78P38 76?
DQ4 34 B:4>H76=<LJ7 2374:4H6 H652 B8 Q4 :6H?:@724 HH@<?2 36 8>3D 38=8H7E
H4N4, 38 78<E?8 ?6? 87H@<?2 ? P45D-78 58Q47 B:2=4H72 =6H 34 ? :6C=4:3D78F
«>:D985D», (B:6=>6, 8?6C@=6JO45DHL 38=8H72, 38 ? >:D98F 38=8H738F 96<4-
745 Q4 H65@5). (6 A785 8H38=636 AH- :44). '383H2:DJO24 74?H7@ H8>4:Q67
7472?6 «B:4>B:8H587:6» (thumbnails), 34P78 =:8>4 ?:67?8F ;8:5D<2:8=?2
B8H78L338 B8>B27@=6JO6L =D6F4:2H7- 7898 2<2 23898 H8N@72L, ?878:6L H<D-
H?84 :6HH4L3384 =8CNDQ>4324 87 C69<L- Q27 2 ?:JP?85, K4B<LJO25 :6HH4L338-
>@=632L = 2374:3473@4 8?36. 98 B87:4N274<L %374:347-23;8:56K22,
#8, P78 A78 =8CNDQ>4324 34 36B:6=- 2 7:2994:85 ><L H?8<EQ432L B8 >:D925
<438 ? ?6?8F-78 K4<2, P78 :6HH4L33@F H8N@72L5. %N8 = N8<EI23H7=4 H<DP64=
B4:4N8: H7:D?7D:3@G =6:26K2F = N4H- 6383H H?<8343 = 78F 2<2 238F 54:4 >:6-
?834P385 :L>D C65?3D7 36 H4NL, B:4- 5672C2:8=67E H27D6K2J, B8>=4I2=67E
?:6H38 B83L<2 «2>48<892» 56HH8=898 8Q2>632L P276JO498. $H<2 6383H 9<6-
=2:7D6<E3898 B8:38, 2HB8<ECDL A78 ><L H27, 36B:254:, P78 «:8?-C=4C>6 '. 8H-
«C67L92=632L» = H47E. /32 H=LC@=6J7 ?8:N2<6 B8B-C=4C>D 1.», 78 A78 C36P27,
H ?6:723?8F 2C 96<4:42 B:4>B:8H587- P78 B8B-C=4C>D 1., B:2I4>IDJ 36 ?83-
:6 34 44 D=4<2P43384 2C8N:6Q4324, 6 K4:7 '., 2 =88NO4 <2P38 34 8NO6=IDJ-
>:D9DJ 96<4:4J B:4>B:8H587:6, ?6Q- HL H B8H<4>34F, B:8H78 B8?8:8N2<6 44
>@F A<45437 ?878:8F H N8<EI8F >8<4F 5634:6 2HB8<3432L. (4D>8=<47=8:43-
=4:8L738H72 B:2=4>47 34 ? H8NH7=4338 3@F 32C?25 D:8=345 «H8N@72F38H7EJ»
«B:8H587:D», 6 ? 8P4:4>385D «B:4>-». B8<EC8=674<E 7D7 Q4 ?<2?647 36 >:D9DJ,
X4344 8N36Q4338, 4H<2 76? 58Q38 =@- 8N4O6JODJ N@7E «98:LP4F», 38=8H7E.
:6C27EHL, B8:389:6;2P4H?2F B:23K2B (* H<DP64 92B4:HH@<?2 2C <437@ 38=8-
284 T/)(VW, ,"X'(/*'

11. H74F =4:8L738H7E B8B6>632L = 8Q2>6- %?83?6 H8N@72L D>4:Q2=647 36H = =2-
4584 «54H78», ?834P38, 98:6C>8 =@I4, CD6<E385 :L>D HG8Q2G 2?838?, 34 >6=6L
34Q4<2 = H<DP64 N6334:6, 87H@<6JO498 D9<DN27EHL = ?6?DJ-<2N8 8>3D 2H78:2J.
? H7:632K4, 36 ?878:8F 4O4 3DQ38 36F- -89872B2C6K2L C6543L47 D32?6<E38H7E
72 348NG8>25DJ 23;8:56K2J – 4H<2 H8N@72F 2G 72B6Q38H7EJ, >4<647 8NODJ
836 765 =88NO4 4H7E). <892?D 2G H=LC2 34 N8<44 8P4=2>38F,
(8 H6584 G6:6?74:384, H 78P?2 C:432L P45 «<892?6» :6C54O432L ?:8HH8=8?
=2CD6<E38F AH7472?2 38=8H73898 H6F76, = 89:85385 :L>D :6C<2P3@G N:43>8=
L=<L47HL 78, P78 58Q38 36C=67E )-- = 58<<4. 087:4N274<J B:4>UL=<LJ7-
-89872B2C6K2L
=-#3/39';3$5 H8N@72L. & N8<EI23H7=D HL DC36=645@4 <898 H8N@72F, ?878:@4
61
H8N@72F = ?6P4H7=4 «8?36», =@=8>LO498 =@H7:62=6J7HL = N4H?834P3@4 B87:4-
? 345D 36B:L5DJ, B:2?:4B<43@ 2?83?2 N274<EH?24 H4:22, 34 8N:6CDL 32?6?8F
– H=848N:6C3@4 <89872B@ H8N@72L, =2CD- %H78:22.
6<E3@4 C36?2 ><L 5938=433898 «DC36=6- %?83?2 H8N@72F = 8>385 N<8?4 23;8:-
32L» H8N@72L ?6? 2C>4<2L G6:6?74:38F 56K22, ?6? B:6=2<8, 254J7 6NH8<J738
78:98=8F 56:?2. * H6585 :6HB:8H7:6343- 8>236?8=@F ;8:567 – :6C54: 2 =2CD-
385 H<DP64 76?25 <89872B85 L=<L47HL 6<E3@F H72<E 2C8N:6Q432L (?:6H8P3@F
;8789:6;2L <2K6, H ?878:@5 34P78 B:8- «63;6H» H8N@72L). _4338H736L H2H7456
2C8I<8. -89872B85 H8N@72L 58Q47 N@7E 23;8:56K22 B:6?72P4H?2 34 B:2=LC636
>:D96L ?6:723?6, 8N<6>6JO6L DC36=6- ? B:2=@P385D B8:L>?D P7432L H<4=6 36-
458H7EJ (36K2836<E3@F ;<69, C>6324 B:6=8 2 H=4:GD =32C. (8=8H73@4 H8N@-
2<2 =4OE). M8782?83?6 L=<L47HL ?6? N@ 72L DB8:L>8P43@ =34I325 8N:6C85, B8
525472P4H?25 H<4B?85 H8N@72L – =87 52- =:45432 B8H7DB<432L 2<2 :6HH76=<43@
32H7: = 585437 B8<DP432L 369:6>@ (B8- = >8H7678P38 H=8N8>385 B8:L>?4: A?8-
O4P23@), =87 C=4C>6, N:8H2=I6L (HB6H- 3852?6 H8H4>H7=D47 H B:82HI4H7=2L52,
I6L) HDB:D96, 6 =87 D:6963 = '54:2?4. 6 B8<272?6 – H I8D-N2C34H85. "88NO4-
"7:D?7D:6 38=8H73898 «<89872B6» 324 8 9D563276:38F ?676H7:8;4 = ?6-
2>4372P36 ;2:543385D <89872BD: H<4=6 ?8F-<2N8 P6H72 52:6 58Q47 36G8>27EHL
DC36=645@F 9:6;2P4H?2F C36? ;2:5@ 54Q>D 8P4:4>3@52 H?63>6<E3@52 «38-
(;8782?83?6), HB:6=6 =@I4 – 36C=6324 =8H7L52» B:8 B8B-C=4C>D 2<2 B8<272?6,
;2:5@ (36C=6324 38=8H72 = 8>385 B:4>- = 785 Q4 H6585 ;8:5674. * 27894 2 76,
<8Q4322), HB:6=6 32Q4 – 72B >4L74<E- 2 >:D96L 38=8H7E H7638=L7HL = 4>23@F
38H72 (?:67?6L :6HI2;:8=?6 H8N@72L). :L> «?D:E4C8=» B8H758>4:32H7H?898
&83K437:6K2L H8N@72F-«<89872B8=» 36 38=8H73898 92B4:74?H76. /32 = :6=38F
H6F74 )D3476 =@I4, P45 36 C6B6>3@G 54:4 32 ? P45D 34 8NLC@=6J7 :L>8=8-
636<896G (BBC 2<2 CNN), B8>6JO2G 23- 98 B87:4N274<L 38=8H74F. S43E C6 >345
;8:56K2J = N8<44 636<272P4H?85, >4- B:82HG8>L7 H?63>6<@ = H=47H?8F Q2C32,
<8=85 H72<4. `78 B8C=8<L47 98=8:27E 8 =@BDH?6J7HL =H4 N8<44 B:8>=23D7@4
785, P78 8NO6L, 36 36I =C9<L>, 743>43- B:8>D?7@, 2CN2:6J7HL 38=@4 B:6=274-
K2L <89872B2C6K22 =@:6Q436 = )D3474 <2 – =H4 A78 34 25447 2H78:22, (6P6<6 2
N8<44 L=38. &83K6. (6H78LO44 ND>47 ><27EHL =4P38.
%54338 A7D 745B8:6<E3DJ H7:D?7D:D =
8NO45 B:8>=29647 AH7472?6 %374:3476.
!78 B8G8Q4 36 8NDP4324 36H HB8H8N-
38H72 N@H7:8 HG=67@=67E «HD7E» H8-
N@72L 2 76? Q4 N@H7:8 C6N@=67E 498,
B- 3 /-0)$: 3"=" -"!>$'%% AB,/-C$,". B4:4F>L ? >:D985D. * :D3478=H?2G 38-
!"#$#%&' %(#$)($#' % *%+,'-.(/$ 0/#)$1-$(%$ 285

12. =8H73@G H6F76G «<4376 38=8H74F» >647 <8=8F 34B:832K6458H72, 87?:@78H72 2
G:838<892P4H?2F B878? :6C:8C3433@G 346:72?D<2:D458H72. * H767E4 «#:472F
H8N@72F. (8 A76 «<4376» 34 36567@- H5@H<» ). 16:7 [Barthes 2002, 502-503]
=647HL H237695672P4H?2 36 8NODJ N8- H<4>DJO25 8N:6C85 8B2H@=6< =2CD6<2-
N23D 2H78:22. "8N@72L ?6? B:6=2<8 C6K2J 2H78:22 36 D:8=34 76?898, = 498
G:63L7HL = «6:G2=4», ?878:@F H?8:44 74:5236G, «7:47E498 H5@H<6» (B85258
B8G8Q 36 G6872P4H?2F H4:@F ;83 ><L 23;8:5672=3898 2 H25=8<2P4H?898):
«=HB@I4?» H=4Q2G H8N@72F. S4FH7=2-
74<E38, 8BK2L 6:G2=6 36 38=8H73@G «%H78:2L (:6HH?6C) 34 L=<L47HL DQ4 78<E-
?8 B8<38=<6H738F H2H7458F (7@HLP4<4734F
H6F76G 8N36Q647 787 ;6?7, 36H?8<E- 36::672=38F H2H7458F), 38 H7638=27HL 76?-
?8 34C36P256 ><L H498>3LI3498 >3L Q4 – =8B:4?2 A785D – 8N@P38F B8=4:G38H-
7EJ (un simple espace), B8<45 B8H78L3H7= 2
N8<EI6L P6H7E H8N@72F – = 785 P2H- B4:5D76K2F, H7638=27HL 78F B8=4:G38H7EJ
<4, :4B:4C4372:8=633@G = %374:3474. 2 78F HK438F, PE2 <8Q3@4 9:632K@ D538-
0:82C8I4>I24 H8N@72L, ?6? B:6=2<8, Q6J7 «B4:5D76K2833DJ» 29:D C36?6… 836
4H7E 787 N4C:6HHD>3@F B8:L>8?, ?878:@F
34 254J7 32?6?2G B8H<4>H7=2F ><L 36- B8C=8<L47 :6C=2=67E 8B:4>4<433DJ P2H-
H78LO498 – B8<272?2 B:4>H?6C@=6<2 7DJ H4:2J, 6<4678:2P4H?DJ ?85N236K2J…
34H8H78L=I24HL ?676H7:8;@, ?676H- (65 H<4>D47 B4:4=4:3D7E B:2=@P384 ?<2I4
«P45 N8<44 B8N8P3@5 L=<L47HL H5@H<, 745
7:8;@ B:82HG8>2<2 = >:D92G 54H76G N8<44 B6:6C276:3@5 83 L=<L47HL B8 8738I4-
2 7D7 Q4 =@74H3L<2HE H88NO432L52 8 32J ? :6HH?6C@=6458F 2H78:22»: 368N8:87,
>:D92G ?676H7:8;6G 2 B:82HI4H7=2LG, A78 2H78:2L H7638=27HL = 34?878:85 H5@H<4
B4:454338F (paramétrique) B8 8738I432J ?
I8D-C=4C>@ H?63>6<2<2 2<2 H ID585 [=2CD6<E385D] 8C36P6JO45D, = ?878:85 836
B:4>H76=<L<2 8P4:4>3@4 «B:84?7@», =@H7DB647 =H498 <2IE B8<45 H54O432F, ?83-
H727D72=38F 349672=38H7EJ 2<2, 236P4 – B8-
8 ?878:@G H498>3L DQ4 32?78 34 B85- BD7P2K4F.»
327 2 7.>. T2B4:-6:G2=36L 2H78:2L
29:647 :8<E ;836, H 34F 34=8C58Q38 S8=8<E38 <JN8B@738, ?6? N6:78=H?84
8H767EHL 364>234 – >6Q4 4H<2 =@ B@- 2C36P6<E38 H25B672C2:DJO44 8B2H6-
76474HE DC367E 8 H8N@72LG B:8I<898, 324 =2CD6<E3898 «7:47E498 H5@H<6» ?6?
= =6I45 8?34 B:8>8<Q6J7 36=LCP2=8 HDNH763K22 H8NH7=4338 «;2<E52P4H?8-
B:2HD7H7=8=67E H498>3LI324 N6334:@ 98», ?6? ?23874?H7D6<E38H72, B:254-
2 98:LP24 38=8H72. /32 =?:6B<43@ = 3274<E38 ? %374:347D (= P6H738H72, ?
:6C<2P3@G 54H76G 6:G2=3898 87:@=?6 <89872B2C6K22 H8N@72L 36 38=8H73@G
38=8H738F <437@. !76 745B8:6<E36L H6F76G) 36P23647 =@B8<3L7E ?:272-
H54HE =@>=29647 36 B4:=@F B<63 H4- P4H?24 ;D3?K22. %374:347 34 «:6HH?6-
98>3LI324 H8N@72L – = N8<EI23H7=4 C@=647 2H78:2F» – 32 8NO4F %H78:22,
H=845 8>3872B3@4 DQ4 B:82HG8>2=I4- 8NU4>23LJO4F =H4G Q2=DO2G 36 BD72
5D – 254338 N<698>6:L 2G H2J523D7- ? ?6P4H7=4338 B:48N:6Q43385D ND>D-
38F 8B8C36=6458H72. O45D, 32 >6Q4 2H78:2F P6H73@G. *2CD-
"8N@724 HG=67@=647HL =2CD6<E38 6<E3@F C36? 2C 2<<JH7:6K22, 2C «B6-
– C>4HE 34P498 2374:B:472:8=67E 2<2 :6C276» 36 B8<38?:8=385 74<4 2H78:22
B832567E. 08>8N38 785D, ?6? = 74<4B:8- B:4=:6O647HL = 23H763K2J, 6NH8:N2-
9:6556G 72B6 «*@ 8P4=2>4K» 2 = 38=8- :DJODJ 2H78:2J, = «N4C:6HHD>3@F
H7LG 36 74<4?6:723?4 =@>4<L47HL ?:DQ- B8:L>8?», «P2H7DJ H4:2J, 6<4678:2-
?85 «H8N@724» 2 >2?78: A58K2836<E38 P4H?DJ ?85N236K2J». ((4 H<DP6F38
B8>P4:?2=647 – H587:274, H587:274, )8N4:7 16:3477 2 SA=2> X6:I6<< D7-
=87 P4<8=4? =@B6>647 2C 8?36. % C:2- =4:Q>6J7, P78 8B:4>4<4324 H474=8F
74<E, C6762= >@G6324, :6HH567:2=647 AH7472?2 34=8C58Q38 = B:23K2B4, B8H-
B8=4:G38H7E H8N@72L =8 =H4F 44 H5@H- ?8<E?D HDO38H7E %374:3476 H8H7827 =
286 T/)(VW, ,"X'(/*'

13. 785, P78 <JN84 H8>4:Q6324 34523D45o *4O2. * 56:?H2H7H?8-G6F>4994:263H?85
:6H7=8:L47HL = H8NH7=4338F H7:D?7D:4 ;D3>654376<E385 H5@H<4 87PDQ>432L,
[Burnett, Marshall 2003]). ?89>6 =4OE B4:4H7647 N@7E «B:8-2C=4-
% 254338 = A785 «N4C:6HHD>385 B8- >43245». &89>6 H72:6J7HL =H4 H<4>@
:L>?4» =8C58Q38 HG=6727E :6K28- (6P6<6, 2C ?878:898 A76 =4OE 7=8:P4H-
36<E38H7E %374:3476 ?6? ;8:5@ – 34 ?25 DH2<245 =@=8>27HL.
H78<E?8 :6C38=2>38H72, H?8<E?8 B8- "<4>@ ?83?:473898 B:82C=8>LO498
:8Q>6JO4F 58>4<2 – =2CD6<E3898 7:D>6, H B858OEJ ?878:898, B8 5@H-
B87:4N<432L. (4 787 <2 H65@F 36=@? <2 18>:2F6:6, P4<8=4? B:2=LC@=6<
>85232:D47 = 36I4F B8=H4>34=38H- =4O2 ? H=845D =88N:6Q64585D 8N<2-
72 B87:4N<432L, ?89>6 H :6HH4L33@5 ?D. "4FP6H Q4 54Q>D =4O652 2 P4<8=4-
=8CNDQ>43245, H?8<ECL B8 =27:2365 2 ?85 «H=8N8>38 29:647 B:8H7:63H7=8»:
N4H?834P3@5 :L>65 78=6:8=, 5@ =@N2- «0:8H7:63H7=8 >638 45D ?6? :6HB:4>4-
:645 78 78, 78 – A78? <274<E36L H7:D?7D:6, 2 P4:4C ?837:8<E
0:2 A785 =@N8:, B8?DB?6 L=<L47HL P45- 36> B:8H7:63H7=85 83 >4:Q27 = H=82G
78, P78 B:8=8K2:D47 >6<E34FI44 H?8<E- :D?6G =H4 =6:2637@ =C62588738I432F
Q4324 =C9<L>85 B8 :L>65 H7:D?7D:3@G 54Q>D =4O652» [18>:2FL: 1995, 21].
:6C<2P2F. *4>E H498>3L 5@ B8?DB645 34 "8=:45433@F P4<8=4? H8NH7=4338 34
=4OE, 6 H7:D?7D:3DJ B8C2K2J = 78=6:- B87:4N<L47 =4O2, 34 8N<6>647 252: 83
38F H4:22. * 5696C234 B4:4> 3652 «96- 2G DB8:L>8P2=647, 8N:476L H4NL «= 56-
<4:4L B:4>B:8H587:6» =@<8Q433@G 2<2 32BD<2:8=6322 H2H7458F, B8>>4:Q2=6L
=@=4I433@G =4O4F 76?, P78N@ = :L>D 44 = 76?72P4H?85 :6=38=4H22» [#65 Q4,
H7:D?7D:3@G =6:26K2F – H74B432 C6- 22]. %374:347 4H7E 2>46<E384, «AH7472-
93D78H72 38H?6 8ND=2 2<2 K=478=@G 87- P4H?84» B:8H7:63H7=8 76?898 5632BD<L-
743?8= 8>3898 2 7898 Q4 ;6H836 B<67EL 72=3898, H25D<L72=3898 8N<6>632L.
– 5@ =@N:6<2 H=8J. ";8?DH2:8=6=I2HE "<4>@ «=4O4H7=4338H72 =4O4H7=6»,
36 =4O2, D=4<2P2=, :6H?:@= 44 «?6:- 2C ?878:898 836 H>4<636. &6? H?6C6<
723?D» = B:254:8P38F, 36?834K, ?DB2= N@ W6F>4994:, 2C B<6H72?8=8F ND7@<?2
44, 5@ H38=6 87B:6=<L45HL C6 «745 Q4 H =8>8F D<47DP2=647HL <8?6<E38-52-
H65@5»: C6 4O4 8>38F 56F?8F, 38 DQ4 ;8<892P4H?6L «74536L >:456 C45<2»,
>:D9898 K=476, C6 4O4 8>38F H7:D?7D:- H=8N8>38 87>6JO6L A7D =8>D, = H=8J
38F =6:26K24F, 254JO4F 8738I4324 34 8P4:4>E B:23L=I6L A78 ?6? >6: «:8H@
? 36I45D 74<D, 38 ? >:D925 78=6:65. X@ 34N6».
=8C=:6O645HL 36 8H38=3DJ H7:632KD, S<L W6F>4994:6 36>=296JO6LHL AB8G6
= 96<4:4J B:4>B:8H587:6 ?8:2>8:8= 9<8N6<E3898 :@3?6 74<4?855D32?6K2F,
58<<6, = ?878:85 :6C<2P3@4 =27:23- 8754P436 745, P78:
3@4 23H76<<LK22 2 36>B2H2 7L3D7 36H
= H=8J H78:83D ?6? N6334:@ 2 =2CD6<E- «*H4 =:45433@4 2 B:8H7:63H7=433@4 >6<2
HQ256J7HL. … 0:4>4< DH7:63432L 56<4FI4-
3@4 HH@<?2 36 >:D924 «H7:632K@» 2 98 3654?6 36 >2H763K2J >8H729647HL 74<4-
«H6F7@». % B87:4N274<E H =8CNDQ>432- =2C28338F 6BB6:67D:8F, ?878:6L H?8:8 B:8-
32Q47 2 H?:4B27 H8N8F =HJ 53898A76Q3DJ
45 :=47HL = :6C3@4 H78:83@, 54P47HL 87 56G23D ?855D32?6K22.» [1993, 316]
=4O2 ? =4O2, =@N2:6L H4N4 =88N:6Q6-
45DJ 2>4372P38H7E, =@G8>LODJ 2C-B8> % 254338 A78 36=LCP2=84 H7:45<4324 ?
?837:8<L H25=8<2P4H?898 H7:D?7D:2:8- DH7:63432J >2H763K22 L=<L47HL H25-
=632L. Y8BB239 – A78 6372-36::672=- B78585 34=8C58Q38H72 N<2C8H72 H =4-
36L 6?72=38H7E par excellence. 0:6?72?6 OEJ. %3@52 H<8=652, =4OE B:4=:6O6-
C6N=432L 34 78<E?8 %H78:22, 38 2 H658F 47HL = B<8H?DJ «?6:723?D», 6 H2H7456
!"#$#%&' %(#$)($#' % *%+,'-.(/$ 0/#)$1-$(%$ 287

14. 76?2G «=4O4F» – = 92B4:74?H7, ?D<E72- P4:4C 36C36P4324 = «=@N8:3@4» 8:963@
=2:DJO2F B8:389:6;2P4H?2F =C9<L>: («H8=47@» :6C<2P3@G D:8=34F) 2 7.>.
7@ 58Q4IE D=2>47E «=H4», =H4 P78 B8- "8=:45433@F :8HH2FH?2F <2>2:DJ-
Q4<64IE N4C 87H:8P?2, C654><432L, N4C O2F ?<6HH ;8:52:D47HL 2C H65@G :6C-
«BH2G8<8922», 2>46<E38 =2>25@5 (?6? <2P3@G «8N<85?8=» H76:8F H2H745@.
:4?<653@F 8N:6C). (8 7@ 58Q4IE «=2- (6DP3@4 :6N8732?2, 87?:@=I24 = H4N4
>47E» B:2 DH<8=22, P78 34 ND>4IE 8H- N2C34H-76<637@, 76? 36C@=645@4 «N@=-
7636=<2=67EHL 36 =2>2585, 6 87?:@=67E I24 ?85H858<EK@» (58<8>6L P6H7E
=H4 38=@4 2 38=@4 «?6:723?2»: B8?D- ?855D32H72P4H?898 2H7AN<2I54376,
B67E, 34=:872P4H?2 B4:4N2:67E =H4 38- =4>DO25 ?6P4H7=85 ?878:8F N@<6 DQ4
=@4 2 38=@4 78=6:@. 34 «DN4Q>4338H7E», 38 «232K2672=-
38H7E»), <496<2C8=6=I24HL B:4>H76=2-
74<2 H8=47H?8F «7434=8F A?83852?2» 2
A$0&%-."-$ -7'+"3$ 2("$#' ?:25236<2747, H?6P?85 B:48>8<4=I2F
;6CD «B4:=836P6<E3898 36?8B<432L»,
R>:8 :4K4B72=38F 6D>278:22 B8H758- >472 38=8F =@HI4F NJ:8?:6722, 6 76?-
>4:32H7H?8F AH7472?2, 36G8>LO4F 8>38 Q4 38=6L 9434:6K2L HB8H8N3@G 58<8-
2C H65@G C6=4:I433@G H=82G =8B<8O4- >@G <J>4F, D>6P38 36I4>I2G H=8J
32F = %374:3474, H8H76=<L47, B8 534- 32ID = H8=:454338F :8HH2FH?8F A?8-
32J "?8776 -AI6, «B8H723>DH7:26<E- 3852?4. %G 8N:6C8=6324 – 87 34B8<-
3@F H:4>32F ?<6HH» [Lash 1990, 20]. 3898 H:4>3498 2 C6P6H7DJ =4HE56 H85-
08H723>DH7:26<E3@F H:4>32F &)'00 3274<E3@G >2B<858= 53898P2H<433@G
– A78 <J>2, :6N876JO24 = H;4:4 54- B8H7B4:4H7:84P3@G 3498HD>6:H7=433@G
&<6HH
269
>26, =@HI498 8N:6C8=632L, ;2363H8=, =DC8= >8 DP43@G H74B434F =4>DO2G C6-
:4?<65@, 56:?472396 2 54Q>D36:8>3@G B6>3@G D32=4:H27478=. +6 B<4P652 D
H=LC4F. !787 58<8>8F (= 2H78:2P4H?85 2 N8<EI23H7=6 2C 32G – B8H78L336L H54-
=8C:6H7385 H5@H<6G) ?<6HH G6:6?74:2- 36 :8>6 >4L74<E38H72, N4H?834P36L P4-
CD47HL :6C<2P3@5 8N:6C8=63245 (2 A78 :4>6 :6C8=@G B:84?78=, H5436 8NU4?78=
H8=H45 348NLC674<E38 A<276:3@4 =DC@) N2C34H-6?72=38H72.
2 N8<EI8F B8>=2Q38H7EJ = N2C34H4. %54338 ><L A7898 ?<6HH6 )D347 H7638-
(8=@5 :8HH2FH?25 – P276F 58H?8=H?25 =27HL 78F 8NO4F B<8O6>?8F, 36 ?878:8F
– LBB2 A72 G6:6?74:2H72?2 B:2HDO2 H =@:2H8=@=647HL 34P78 =:8>4 H72<2H-
4O4 N8<EI4F H74B43EJ ?837:6H738H72. * 72P4H?898 4>23H7=6 A78F 9474:894338F
DH<8=2LG 87HD7H7=2L 7:6>2K2F DH78FP2- H8K26<E38F 9:DBB@, = ?878:8F B:82H-
=898 H454F3898 N2C34H6 (72B6 «%=638= G8>27 8NU4>23274<E3@F A;;4?7 4H<2
2 H@38=EL») H65@4 DHB4I3@4 2 6?72=- 34 36 D:8=34 H8>4:Q632L, 78 36 D:8=34
3@4 H8K26<E3@4 H<82 B:8G8>2<2 H?=8CE B8>6P2 23;8:56K22, H658F 6:G274?78-
H278 B6:72F38-38543?<67D:38F H2H745@. 32?2 92B4:B:8H7:63H7=6. 0:8H7:63H7=8
08H<4>3LL ;8:52:8=6<6 8738H274<E3DJ %374:3476 B:4>H76=<L47 H8N8F 9858<89
985894338H7E «L>:6» N4C:6C54:3898 H8- 7898 H8K26<E3898 B:8H7:63H7=6 2 78F
=47H?898 B:8<476:2676 H=8252 HB4K2- H8K26<E38F 58N2<E38H72, ?878:@52 G6-
;2P4H?252 H:4>H7=652 – 8N:6C8=6324 = :6?74:2CD47HL Q2C3433@F 52: B8H723-
=4>DO2G B:8;2<E3@G =DC6G, B8H7-D32- >DH7:26<E3898 H:4>3498 ?<6HH6.
=4:H2747H?6L 2>48<892P4H?6L B8>9878=?6 ). W8DA<<H H:6=32=647 N6C8=DJ «6:-
(= P6H738H72 H2H7456 «=@HI2G B6:72F3@G G274?7D:D» 2 AH7472?D %374:3476 H B:8-
I?8<»), B8Q2C34336L «:6N876 B8 HB4K2- G8>3@5 98H723@5 G8<<85 («<6D3>Q45»,
6<E38H72», DP6H724 = BDN<2P38F Q2C32 87 639<. «lounge»):
288 T/)(VW, ,"X'(/*'

15. «*G8>L 36 =4N-H6F7, 5@ ?6? N@ =G8>25 = ?8- 44 B:4>H76=274<2, A?8385L =:45L 2 >4-
:2>8:, 2C ?878:898 5@ 58Q45 =@F72 ? B2HE-
5433@5 74?H7D, ;8789:6;22, 6D>28;:69-
3E92, 34 B:8H78 36G8>L7 = )D3474 =HJ
5437D, ;2<E5D 2<2 =2>48?<2BD, ?6:723?4 H 348NG8>25DJ 23;8:56K2J 8738H274<E-
Q2=8F ?654:@. &8:2>8: 58Q47 N@7E =@B8<- 38 ?D<E7D:3@G H8N@72F 2<2 ?83UJ3?7D-
343 H72<E38 2 36 H6585 >4<4 2338=6K28338,
38 = 78 Q4 =:45L =4N-H6F7 ;D3?K2832:D47 :@ :@3?6, 38 H658H78L74<E38 B<632:D-
78<E?8 ?6? B8H78L33@F 7:63C273@F G8<<» J7 BD74I4H7=2L, 36B:L5DJ C6?6C@=6L
[Howells 2003, 233]. N2<47@ 2 :4C4:=2:DL 874<2, B8?DB6J7
?3292 2 DVD, C36?85L7HL.
-6D3>Q ?6? 8H8N84, B8<D-BDN<2P384 )D347 =8 HDO4H7=433@G 6HB4?76G 58-
B854O4324 – A78 54H78 87>@G6 2 =H7:4P Q47 N@7E B83L7 ?6? ;8:56 «=2>432L
<J>4F, =@I4>I2G 2C H=82G B:2=673@G 52:6» =8HG8>LO498 ?<6HH6 :8HH2FH?898
C83 (>856I32G ?85367 2<2 3854:8= 8NO4H7=6. «*2>4324 52:6» – B83L724,
874<L), 38 34 >8I4>I2G >8 B:8H7:63H7= :6C:6N67@=64584 -JHE4385 T8<E>56-
H8NH7=4338 BDN<2P3@G, 9>4 =H7:4P6J7- 385 2 8B2H@=6JO44 =2>4324 34 ?6?
HL «PDQ6?2». -6D3>Q – A78 B8H78L336L PD=H7=43384 =8HB:2L724, 6 ?6? H8K2-
7:63C2736L C836, 54H78 B:6C>3@G I6- 6<E3DJ 8B72?D, P4:4C ?878:DJ H587:27
7632F, = ?878:8F <J>2 B4:4H4?6J7HL = 36 52: 23>2=2>. /B72?D, 9434:2:D45DJ
>:4F;DJO45 :4Q254 «7DH8=?2», H=8- 745 H65@5 ?<6HH85 (498 2>4L52, 2374-
N8>38F N894538F H472 8738I432F. :4H652, B:2=@P?652, 36>4Q>652), ? ?8-
&855D32?6K2L = H72<4 <6D3>Q – A78 78:85D B:236><4Q27 23>2=2> 2 ?878:6L
34-=2:7D6<E3@F N@78=8F «%374:347», B:872=8B8H76=<L47 498 >:D925 H8K26<E-
= ?878:85 D>8=8<EH7=24 87 «H4:;2396» 3@5 9:DBB65 [T8<E>563 2001, 1964]
B8 H<DP6F3@5 B4:4H4P432L5 B878?8= M8:56 «=2>432L 52:6», B:236><4Q6-
23;8:56K22 HB8H8N38 B:234H72 =B8<34 O6L :8HH2FH?85D B8H7-23>DH7:26<E38-
8OD725DJ B8<ECD: B8B6>6324 = 8P4:4>- 5D H:4>345D ?<6HHD, H 8>38F H78:83@,
38F «B:84?7» 2<2 «745D». 08H<4>344 Q4 B:872=8B8<8Q36 AH7472?4 <JN8F 98HD-
L=<L47HL 98:6C>8 N8<44 HDO4H7=433@5 >6:H7=4338F 2>48<8922 (?878:6L = B8H7-
;6?78:85 ><L :8HH2FH?2G LBB2, =:6O6J- B4:4H7:84P38F )8HH22 =H4 6?72=344 B:2-
O4FHL = H;4:4 ;2363H8=, I8D-N2C34H6, N49647 ? ;8:565 H8K-:46<2H72P4H?898
2<2 78:98=8-C6?DB8P38F >4L74<E38H72. 36::672=6). " >:D98F H78:83@, 836 B:8-
&834P38, %374:34785 B8<ECDJ7HL H6- 72=8B8H76=<436 54<?8ND:QD6C3@5 :47-
5@4 :6C<2P3@4 H<82 :8HH2FH?898 36- :89:6>38H72 2 B8I<8H72.
H4<432L, 34 254JO498 B:L5898 8738-
I432L ? LBB2. (8 «783», 36 36I =C9<L>
C6>6J7 254338 832. * DH<8=2LG, ?89>6
B8H78L33@F, «N@H7:@F» %374:347 ><L
B8>6=<LJO498 N8<EI23H7=6 36H4<432L
)8HH22 L=<L47HL 4O4 :8H?8IEJ, :8H-
H2FH?2F B8H723>DH7:26<E3@F H:4>32F
?<6HH B8P72 K4<2?85 B4:454H72<HL =
92B4:B:8H7:63H7=8. (6<2K8 743>43K2L
– H656L 6?72=36L 2 DHB4I36L P6H7E
36H4<432L (8H8N4338 B8H<4 H?63>6<6
H (#*) =H4 543EI4 H587:27 98HD>6:H-
7=433@4 74<4?636<@ 2<2 P27647 ND56Q-
3DJ B:4HHD, B:4>B8P276L 2374:3473@4 2$&)'.': 7",,%.,-$6 >",/-%'48,/*$:?'$6
38=8H73@4 2 636<272P4H?24 :4HD:H@; B,/+/%-$ ,*+4'+=" -:$,,$.
!"#$#%&' %(#$)($#' % *%+,'-.(/$ 0/#)$1-$(%$ 289

16. !76 AH7472?6 =8C32?647 36 36>@3>2=2- <J>4F HG8Q498 H8K26<E3898 B:82HG8Q-
>D6<E385 B4:4H4P4322 =?DH8=, B87:4N- >432L, 8N:6C8=632L, DN4Q>432F, :8H-
38H74F 2 ;6376C2F 9474:894338F 38=8F H2FH?6L 38=6L ND:QD6C2L «HB<6P2=6-
ND:QD6C22. *B4P67<4324 =2CD6<E38F 47HL» = 38P3@G ?<DN6G, 9>4 36 B4:=84
B4:49:DQ4338H72 – B4:=@F H25B785 38- 54H78 =@G8>27 76 H78:836 =2CD6<E3898
=898 «=2>432L 52:6». !76 B4:49:DQ43- B87:4N<432L, ?878:DJ 58Q38 36C=67E
38H7E – A;;4?7 34H?8<E?2G ;6?78:8=. 252>Q4=@52 23=4H72K2L52. />4Q>6,
*8-B4:=@G, Nó<EI6L, B8 H:6=3432J H 56I23@, HBD732K@ (:4Q4 HBD732?2)
C6B6>3@52 8N:6CK652, B<8O6>E, C632- – 8NU4>23LJ7 38=DJ ND:QD6C2J B8=4:G
56456L :4?<658F: A78 8738H27HL ?6? ? :8>6 C63L72F, H8K26<E3898 H767DH6 2
?8<2P4H7=D 2HB8<ECD45@G :4?<653@G B:. *2CD6<E36L B4:49:DQ4338H7E )D34-
N6334:8=, 76? 2 ? 2G N8<EI25 :6C54- 76 =B<87E >8 =2CD6<E38F 69:4HH2=38H72
:65. !76 A?H743H2=36L G6:6?74:2H72?6 C=DP27 AG85 6758H;4:@ 38P3898 ?<DN6.
DH2<2=647HL C6 HP47, H 8>38F H78:83@,
23743H2=38H72 =2CD6<E3@G 8N:6C8= –
)D347 87<2P647 H2H745672P4H?84 2HB8<E-
C8=6324 gif- 2 flash-63256K2F, C6P6H7DJ
B8 34H?8<E?D = 8>385 8?34, P78 H8C>647
=B4P67<4324 =2CD6<E38F 69:4HH2=38H-
72. " >:D98F H78:83@, :4?<656 =?<232-
=647HL = H65@4 :6C<2P3@4 H7:D?7D:3@4
B8C2K22 %374:347-8?83 – B8 B4:2547:D,
38 76?Q4 «N4HK4:458338» :6C>=296L
56HH2=@ 8H38=3898 H8>4:Q632L = 98:2-
C8376<E385 2 =4:72?6<E385 36B:6=<4-
32LG, P78 B:6?72P4H?2 34 36N<J>647HL
36 H4:E4C3@G C6B6>3@G H6F76G. C-0&-40&35 ;$"#%: 9%#'+, 4":1+' 2%#8-
*2CD6<E36L 69:4HH2=38H7E – 34P78 =:8- $:?'" «(8!+/? % -*%&$/?».
>4 8:48<6, = ?878:85 :6C<2P3@4 H<82
874P4H7=433@G LBB2 8N:476J7 H=8J =2- $H74H7=4338, A78 34 2H?<JP274<E3@F
>258H7E = BDN<2P385 B:8H7:63H7=4. (6 ;6?78:, ?878:@5 8NULH3L47HL =2CD-
B:4>547385 D:8=34 A78 =8B<8O647HL 6<E36L 69:4HH2=38H7E )D3476. #45, ?78
= H=848N:6C385 ?D<E74 G2O3898 «new B8H4O647 :8HH2FH?24 2 8H8N4338 58H-
look» 1X*. * 74P4324 34?878:898 =:4- ?8=H?24 :@3?2 36 8?:6236G 98:8>6 (B2-
5432 H7436 H38H258F 98H7232K@ «X8H?- O4=@4, B:8578=6:3@4 2<2 H7:8274<E-
=6» = H6585 K437:4 :8HH2FH?8F H78<2K@ 3@4) 34 58Q47 34 N:8H27EHL = 9<6C6
H<DQ2<6 O2785 ><L 929637H?898 :4?<65- 8N2<24 ?:2P6O2G =@=4H8?, 34H8:6C54:-
3898 2C8N:6Q432L 38=8F 58>4<2 1X*. 3@G 78:98=@5 78P?65 32 B8 56HI76ND,
&D<E78=@F B8H7H8=47H?2F ;2<E5 «1D- 32 B8 H72<J (36B:254:, 36>B2HE «_4-
54:» 2 34>6=32F G27 «`4:3@F ND54:» 5437» :8C8=@52 ND?=652 :6C54:85 H
– H :6C3@G H78:83 8N8C36P6J7 B4:4H4- B8<8=23D ?8374F34:6, = ?878:85 25
P4324 =?DH8= H8H78L74<E3@G 2 HB8:72=- 78:9DJ7). * DH<8=2LG 4O4 58<8>898 2
3@G 58<8>@G <J>4F, >23652P3@G B:4>- 8P43E B8>=2Q3898 :8HH2FH?898 :@3?6,
B:2325674<4F 2 ?:25236<27476. ?89>6 «54H76» C6 N2C34H85 4O4 34 C6-
*34 A<276:38F 7:6>2K22 ?<6HH88N:6- ?:4B<43@ (=H4 A72 B6<67?2, ?8374F34-
C8=632L, = P6H738H72, B8 58>4<2 639- :@, =:45433@4 B6=2<E83@ 2 B:.), =2-
<2FH?898 72B6 ?<DN8=, 8NU4>23L=I2G CD6<E38 «?:2P67E» 8 H4N4 B:2G8>27HL
290 T/)(VW, ,"X'(/*'

17. 9:85P4. !78 78Q4 P6H7E 348ND:QD6C38F 3245 H6F76 589<6 N@7E 8P43E C654738F
6758H;4:@ :8HH2FH?898 98:8>6, ?878:6L (>2H;D3?K22, «BDH7@4» ?38B?2 2 B:.).
=<2L47 36 AH7472?D )D3476. 1D?=6<E384 B4:43256324 )D34785
C6B6>3@G 58>4<4F B:2=8>27 ? «24:89-
<2;2P4H?8F» =2CD6<2C6K22 C36P432L,
2("$#: /-D#3&' 9'3.0#4-4'"3+ B:4=:6O432L =4:N6<E3@G C36P432F =
34P27645@4 9:6;2P4H?24 A<45437@.
%374:347 = B8H7H8=47H?85 B:8H7:63H- E%#$.35 F$7$1$4 8B2H@=647 A;-
7=4, B:4Q>4 =H498 )D347, DH?8:4338 ;4?7@ 76?898 ?<832:8=632L = H=845
126, 233
-4N4>4=
36=4:H7@=647 DBDO43384 C6 98>@ <2K4- «&8=8>H7=4» H<4>DJO25 8N:6C85:
54:3898 8778:Q432L C6B6>3898 8N:6C6
Q2C32. "74B43E 498 =78:2P38H72 76?8=6, «*HL A76 H237472?6 34 B:4>36C36P436 ><L
DH73898 2HB8<EC8=632L. 0:4><8Q432L 7D7
P78 B8:8F B4:4G8>27 = HB4K2;2P4H?DJ 29:6J7 :8<E 9:6;2P4H?2G N<8?8=, ?878:@4
8:29236<E38H7E. &6? 2C=4H738, B4:=84 B:23L78 2547E. +6P45, B8P45D, ><L ?898
– 34=6Q38. !78 =H4 B:254:@ ?8:B8:672=38F
B8?8<4324 :8HH2FH?2G =4N->2C6F34:8= 9<DB8H72 – 4H<2 K437:6<E3@F 8;2H B:2?6C6<
= 8H38=385 H8H78L<8 2C B:89:6552H- 2HB8<EC8=67E H<8963, 36B2H633@F ?D:H2=85
78=, ?878:@4 B8H<4>8=674<E38 B4:438- B8> <89872B85, 78 2 = )8HH22 36>8 H>4<67E
78 Q4 H6584.» [-4N4>4=, 2005]
H2<2 9878=@4 C6B6>3@4 :6C:6N87?2
4$7-139'5"' 36 54H73DJ «B8P=D» ><L &<6HH2;2?678:@ B82H?8=@G H2H745
*4N->2C6F3
DB6?8=@=632L H8NH7=433898 B:8>D?- DH2<2=6J7 =B4P67<4324 I2C8;:432-
209
76. #6?, P78 ?6?8F-32ND>E :D3478=H?2F P4H?8F 58C62P38H72 9<8N6<E3898 52:6.
%374:347-5696C23 N@< 78P38F ?8B24F +>4HE 347 24:6:G22 2<2 H2H745@ =
?6<2;8:32FH?898 H8N:676. "4:94F &DC- H5@H<4 6:G62P4H?2G ?<6HH2;2?6K2F
34K8=, 8>23 2C «>238C6=:8=» )D3476, 52:6, 36H<4>32?652 ?878:8F 832 L=<L-
=HB8523647, P78 = 1996 98>D («98> 23- J7HL. &D<E7D:6 87>4<436 87 8NO4H7=6,
74:3478=H?898 ND56», ?89>6 =H4 N8<EI4 N63?2 87 N2C34H6. /NO4<274:67D:3@4
38=@G H7:632K H8C>6=6<8HE = )8HH22, 6 :DHH?24 H<8=6 (>85, :6N876, DP4N6) H8-
34 = '54:2?4 2<2 %C:62<4, ?89>6, 36- H4>H7=DJ7 H8 H<A3985 («Q4<4C8»), ?6<E-
P23647 6?72=38 :6C=2=67EHL 348;2K2- ?2 H 639<2FH?898 (56:?47, B:8=6F>4:@)
6<E3@F )D347 – = P6H738H72, C6L=2<2 8 – H H8NH7=4338 639<2FH?252 H<8=652
H4N4 B:84?7@ «#43476» 2 «Zhurnal.ru»), (hi-tech) 2<2 6NN:4=267D:652 («MP3»,
2>4L «B8H587:25 36 '54:2?D 2 H>4<645 «"X%»).
78 Q4 B8-:DHH?2», 8?6C6<6HE 36?834K
=8H7:4N8=636. «(6>8 H?6C67E, – B2I47
&DC34K8=, – =H4, ? P45D N@<2 74G32P4H-
?24 =8C58Q38H72, = )8HH22 N@<8 H?8-
B2:8=638 2 54H7652 >6Q4 D<DPI438»
[&DC34K8= 2004, 28].
/>36?8, = H2<D 7898, P78 C6 5389252
:D3478=H?252 B:84?7652 = B8>6=<LJ-
O45 N8<EI23H7=4 H<DP64= 34 H78L<8 32
23;:6H7:D?7D:@, 32 8B@76 (>6 2 H474=84
H88NO4H7=8 H8H78L<8 N8<EI4F P6H7EJ
2C <J>4F, «34 =H49>6 B:8;4HH2836<E-
38 C63256JO2GHL ?85BEJ74:652 2 745
N8<44 H47L52» [#65 Q4, 29]), :6C32K6 Yandex.ru: -:$,,%)%-$@%6 ">*+4+:6+/,6
54Q>D 8N8<8P?8F 2 :46<E3@5 H8>4:Qa- >" /*+9"2$'%D.
!"#$#%&' %(#$)($#' % *%+,'-.(/$ 0/#)$1-$(%$ 291

18. 08P72 ?6? = «34?8F ?276FH?8F A3K2?<8- >4?8 >8 H8=47H?898 ?83H7:D?72=2C56),
B4>22», ?878:DJ B:2=8>27 = B:254: X. ;<AI-63256K24F 2 7:4G54:3@52 58>4-
MD?8 = «"<8=6G 2 =4O6G», 87>4<E3@F <L52. )6HG8Q44 DN4Q>4324 «P45 H<8Q-
BD3?7 ?<6HH2;2?6K22 8N:6CD47HL =H45 344 >2C6F3, 745 83 B:8;4HH2836<E344»
745, P78 34 =8I<8 = >633DJ ?<6HH2;2- B:2=8>27 ? 785D, P78 C654738 H32Q647HL
?6K2J («0:8P44»). D>8NH7=8 B8<EC8=632L (usability); N8<E-
-892?6 B8>8N38F ?<6HH2;2?6K22 C6- I2F :6C:@= 54Q>D 8B@73@5 2 348B@7-
>647HL 34 X2;85-36::672=85, 6 H76- 3@5 B8<EC8=674<45 = ?8<2P4H7=4 I698=,
72H72?8F C6B:8H8=, H7672H72P4H?252 348NG8>25@G ><L 7898, P78N@ >8N:67EHL
743>43K2L52 H<4B898 HB:8H6 36 23;8:- >8 3DQ38F 23;8:56K22 36 38=85 H6F74
56K2J. %374:347 = ?6P4H7=4 H8N<6C32- 76?Q4 H8H76=<L47 87<2P274<E3DJ 8H8-
74<E38F =8C58Q38H72 >647 I63H DC367E N4338H7E )D3476.
8 52:26>6G 87>4<E3@G =4O4F C6 HP47 * 87<2P24 87 A<454378= >458?:672C56
D7:67@ B8C36=6458H72 H65898 52:6. 2 H6582:8322 C6B6>3898 =2CD6<E3898
*H48NO6L =C6258H=LCE 2 =8C58Q38H7E H72<L funky business, )D347 342C543-
H65@G >6<E32G 2 H=8N8>3@G «6HH8K26- 38 :4B:4C4372:D47 H4:E4C38H7E 38=8-
K2F» – = %374:3474 A76 G6:6?74:2H72?6 98 ?6B276<6 2 >4:Q6=3DJ H8<2>38H7E
?6? N@ B8 D58<P632J =H7:8436 = N4H- =<6H72. * 8H38=385 Q4 AH7472?6 )D3476
?834P38H7E B4:4N8:6 ;:6954376:38F C6?<JP647HL = 785, P78 36 6NH8<J738
23;8:56K22 = :4Q254 23>2=2>D6<E38- H763>6:73@F ?6:?6H – 36P236L H B:4-
B6HH2=3898 «B8:389:6;2P4H?898» 8N- H<8=D7898 ;8:5676 ?38B8? 88 36 31,
<6>632L. >=DG-7:4G N6C8=@G :6C54:8= 2?838? 2
)D3478=H?2F =4N->2C6F3 8754P43 B4- >=DG-7:4G H78<NK8= =4:72?6<E38F B:8-
P67EJ H8K26<E38F >2;;4:43K26K22 ?:D7?2 – 367L92=6J7HL B8=4:G38H72 H
:8HH2FH?898 8NO4H7=6. " 8>38F H78:8- H65@52 :6C388N:6C3@52 ?6:723?652
3@, =H4 4O4 B8BD<L:3@ 23>2=2>D6<E3@4 54H738F HB4K2;2?2 = ?83HEJ54:2H7-
=4N-H7:632P?2, =@B8<3433@4 = AH7472- H?8F B6:6>2954 H5433@G B634<4? 74-
?4 >856I3498 ;8786<EN856, ?DH76:3@F <4;836 2<2 ?6H7856FC2396 [87 639<.
=4N->2C6F3 A37DC26H78=, H658H78L74<E- «customizing» – 23>2=2>D6<E36L 36-
38 8H=82=I2G A<454376:3@4 36=@?2 H7:8F?6]. 0:2 A785, 8N:6O4324 )D34-
:6N87@ = 9:6;2P4H?2G :4>6?78:6G. +6- 76 ? AH7472?4 H8=47H?8F 7:6>2K22 34
B6>3@4 B8:76<@ 6?72=38 ?636<2C2:DJ7 H78<E?8 >4<647 HB4K2;2P3@5 )D347,
A7D H658>4L74<E38H7E = B:4><69645@4 H?8<E?8 B:4=:6O647 :6C388N:6C3@4
N4HB<6738 9878=@4 B:8;4HH2836<E3@4 H25=8<@ «6372ND:QD6C38F 2>48<8922»
;8:5@ Q2=@G QD:36<8=, H8NH7=433@G = 4O4 8>23 G8>8=8F N:43>.
96<4:4F 2 B:. (?6? 6?72=38H7E B8>:8H-
7?8= =@74H3L47HL H D<2K = BDN<2P3@4
?837:8<2:D45@4 54H76 ?<DN8=, >4I4=@G
?6;4 2 7.>.). " >:D98F H78:83@, B:8>=2- 3+'%' >*%E"4%/ 2 F'/+*'+/.
3D7@4 :D3478=H?24 =4N->2C6F34:@, H76-
:6LHE ?85B43H2:8=67E B:4>I4H7=DJO44
87HD7H7=24 H?8<E?8-32ND>E =:6CD52- G'&)H?$"3$
74<E3898 874P4H7=433898 >2C6F36, B4:4-
9:DQ6J7 H6F7@ 2C8O:4338H7EJ >:8N3@G S63384 ?:272P4H?84 =2>4324 %374:3476
?85B8C2K2833@G 2 H72<2H72P4H?2G :4- 34 H7827 :6HK432=67E ?6? 7876<E38 34-
I432F (58H?8=H?2F G6F-74?, 6HH252<2- 9672=384, H?8:44, 838 B:2C=638 D:6=38-
:DJO2F H65@4 :6C3@4 A<45437@ 87 6:7- =4H27E B8=H454H7384 B:8H<6=<4324 P6H-
292 T/)(VW, ,"X'(/*'

19. 73@G 74G38<892P4H?8-?855D32?672=3@G 8H38=3@4 38H274<2 P4<8=4P4H?2G ?6-
=8C58Q38H74F %374:3476. )6HH587:4324 P4H7=).
>6338F ?D<E7D:38F ;8:5@ = I2:8?8F
2H78:2P4H?8F B4:HB4?72=4 2 = ?8374?H74 3. *8C58Q38H7E 3436B:6=<L45898 2 34-
H8=:45433898 B8C>34?6B276<2H72P4H?8- K43CD:2:D45898 >8H7DB6 ? 89:853@5
98 8NO4H7=6 HB8H8N38 B:4>8H74:4PE 36H 56HH2=65 23;8:56K22, HB8H8NH7=DJ-
87 38=898 =27?6 =4:@ =8 =H4B8N4Q>6- O44 B8=@I432J B:8;4HH2836<2C56 2
JODJ H2<D 36DP38-74G32P4H?898 B:8- N8<44 8H8C363385D 2 87=47H7=43385D
9:4HH6. B:23L72J :4I432F.
08743K26<E3@4 =8C58Q38H72 %374:-
3476 36 H498>3L =:L> <2 589D7 N@7E 8G- 4. (8=@4 ;8:5@ B:82C=8>H7=6 2 56H-
=6P43@ H <JN8F P6H738F 78P?8F C:432L. H8=898 :6HB:8H7:63432L ?D<E7D:38F
X8Q38 H?6C67E, P78 %374:347 – A78 H76- B:8>D?K22 – 87 6=78:H?2G 74?H78= >8
38=LO6LHL ?D<E7D:36L ;8:56, = ?878- H<8Q3@G =2>8= =2>48B:8>D?K22, H>4-
:8F HDO4H7=DJ7 538Q4H7=433@4 8P692 <6338F H B858OEJ /-)(/%-,$0-
-JN274<EH7=8
H8B:872=<432L H4N4 ?6? H2H7454 (9<8- 03-"')*"6I K2;:8=@G 74G38<892F,
259
N6<E385D 23H727D7D =2CD6<E3898 B87- B8>:@=6JO2G 94945832J 54>2F3@G
:4N<432L). 04:4P2H<25 34?878:@4 2C ?8:B8:6K2F = 8N<6H72 =2CD6<E38F
32G: :4B:4C4376K22.
1. !<45437@ B8H7?<6HH2P4H?8F /(7- &:272P4H?2F 636<2C %374:3476 ?6? 9<8-
H;4:6, 54, 89
0DN<2P36L
)3?"-5 0,$%6, = ?878:8F 34C36- N6<E3898 L=<432L = ?8374?H74 >6338F
?85@4 <J>2 :6C<2P3898 B8<8Q432L H767E2 H<DQ27, B:4Q>4 =H498, 8N8C36-
589<2 N@ =H7DB67E = H=8N8>3DJ B8- P432J 8H38=38F B:8N<45@ AH7472?2
<452?D. &:2H76<<2C6K22 A?H74::2- )D3476. " 8>38F H78:83@, HB4K2;2?6
78:26<E3@G 9:DBB B8 2374:4H65, )D3476 = C36P274<E38F 54:4 H=LC636 H
B:8;4HH2836<E3@G 2 34C6=2H25@G 8N:6C8=63245 :8HH2FH?898 B8H723>DH7-
A?HB4:73@G H88NO4H7= =34 ?8>8= B8- :26<E3898 H:4>3498 ?<6HH6 2 87:6Q647
<27?8::4?738H72 2<2 ?8:B8:672=38F 8H8N4338H72 =2>432L 52:6 A7898 H7638-
A72?2. =LO498HL ?<6HH6. " >:D98F, = ?6P4H7=4
P6H72 %374:3476, 8N:6CK8=898 ;438-
2. M8:D5@, P67@, N<892 ?6? «H6F7@» 5436 9<8N6<2C2:8=6338F, 23;8:56K2-
B:82C=8>H7=6 H25=8<2P4H?8F 2>43- 8338F ?D<E7D:@, )D347 B:4>H7647 ?6?
72P38H72, B83L78F = <6?638=H?85 ?6P4H7=4338 N8<44 ?8H58B8<272P384,
H5@H<4, ?6? L>:8 «DP:4Q>6JO2G 36>36K2836<E384 8N:6C8=6324, 34Q4<2
H<8=», 23>2=2>D6<E3@F B8:L>8? =@- B:4>I4H7=DJO24 36K2836<E3@4 AH74-
N8:6 H<8= = H25=8<2P4H?85 ?837D:4 72P4H?24 ;8:5@ (H?6Q45, =4<2?6L :DH-
9:DBB8=898 >2H?D:H6 (87 =@N8:6 H2- H?6L )3#$%'#(%').
-274:67D:6
383258= >8 5476;8: 2 H239D<L:3@G
225
H<8=88N:6C8=632F). (6 A72G BD7LG , )D3476 4H7E 8B:4>4<4336L HB4K2;2-
H25=8<2P4H?6L HDNU4?72=38H7E – 87 ?6 254338 = H=LC2 H <274:67D:8F: 52;
«32?8=» >8 6=78:H?898 H72<L – B:8- 8 «<274:67D:8K437:2P38H72» :DHH?8F
72=8H7827 =88N:6Q6458F 2>4372P38H- ?D<E7D:@ B:8>8<Q647 H=84 HDO4H7=8-
72, 36 B:2563?D ?878:8F = 56HH8=85
=6324 36 <274:67D:3@G H6F76G )D3476,
B8:L>?4 <8=27HL H8=:45433@F B87:4-
636<896 ?878:@5 347 = >:D92G H49543-
N274<E («=34I38H7E», «252>Q» ?6?
76G %374:3476. [(676<EL &83:6>8=6]
!"#$#%&' %(#$)($#' % *%+,'-.(/$ 0/#)$1-$(%$ 293

20. S6, =8C58Q38, A78 B8H<4>32F =C>8G <2- 385 – >34=32? 2C36P6<E38 «2372543»,
74:67D:8K437:2P3898 52;6, H B858OEJ B2I47HL ><L H4NL 2 ><L =4P38H72, 6 34
><L 74?DO498 23;8:52:8=632L K4<4=8F
?878:898 N8<44 =4?6 =8C=8>2<6HE :DH-
6D>278:22 8 H=84F Q2C32. !787 8?HJ58-
H?6L 2>4372P38H7E. 0:8>8<Q6L ;:6CD
:83 H8>4:Q27 = H4N4 K4<DJ H8K26<E3DJ
T:2I?8=K6 – «= X8H?=4 =H49>6 36F- H25B785672?D, ?:67?2F 2H78:2P4H?2F
>47HL 34H?8<E?8 H87 <JN274<4F P498- 636<2C ?878:8F 589 N@ B858PE H8H7@?8-
32ND>E», = 785 P2H<4 2 <274:67D:@. =67E :6C5@I<432L 8 =2CD6<E38F AH7472-
-274:67D:6 HB4K26<2C2:D47HL 2 56:- ?4 2, 2HB8<ECDL =@:6Q4324 X. 16G7236,
9236<2C2:D47HL, B:4=:6O6LHE 2C =6Q- AH7472?4 H<8=4H3898 7=8:P4H7=6 )D3476.
* ?<6HH2P4H?DJ AB8GD >34=32? B8
34FI498 ;6?78:6 8NO4H7=4338F Q2C32
HDO4H7=D L=<L47HL B8B@7?8F, B8 HD72
= H4?7637H?24 ?:DQ?2 B8 2374:4H65 8N:4P4338F, =@>4<27E ><L H4NL B:2=67-
(<JN274<2 #8<?2436, '?D3236 2<2 X6- 3DJ C83D. S34=32? B:2C=63 DP:4>27E
:23238F) ['. T8:3@G, '. ,H5638=6] 74::278:2J 6NH8<J738F, 2>46<E38F
B:2=6738H72, ?878:6L =8C32?647 ?6?
"B4K2;2?D Q4 )D3476, =8C58Q38, H<4- 349672=36L :46?K2L 36 =?<JP4338H7E
>D47 2H?67E = 348Q2>63385 54H74: = 23>2=2>6 = 76?DJ H2H745D H8K26<E3@G
7876<E3@G B8=78:6G N6C8=@G I6N<838= 8738I432F, ?878:@4 B4:4Q2=647HL ?6?
%374:3476, H8C>6JO2G A;;4?7 «8N36- 34=@38H258 87PDQ>433@4, 34B8><23-
Q432L B:2456» (*. Y?<8=H?2F), 8N36- 3@4, 24:6:G2P4H?24. *4>4324 >34=32-
Q432L <892?2 B8H758>4:32H7H?898 =2- ?8= G6:6?74:38 B:4Q>4 =H498 ><L >=DG
CD6<E3898 B87:4N<432L. H8K26<E3@G 72B8=, HG=6P433@G = <274-
:67D:3@G 72B6Q6G – 7D:9434=H?2G >4-
=DI4? 2 B4P8:23@G =H4G 56H74F. /N6
B-/-)"$"3$ – C$"#+7%* 2007 A72G 72B6, =8 =H45 8H76<E385 H?8:44
>26547:6<E38 B:872=8B8<8Q3@G, B@-
J34-5 >(%"'): 0$#$4'+ D0#$#3&' 76J7HL =@>4<27E ><L H4NL = B:6?72?6G
0)-4$0"-=- #4-%?$0#4' 237253898 B2HE56 G87E ?6?DJ-78 C83D
H=8N8>@ 87 B67:26:G6<E3898 8NO4H7=6,
* %374:3474, ?6? H7638=LO4FHLHL ?D<E- 87 498 34B:8H=4O4338H72, «9<DG87@» ?
7D:38F ;8:54, HDO4H7=DJ7 538Q4H7- >:D985D, B8I<8H72, 36H2<2L. S34=32? –
=433@4 8P692 H8B:872=<432L H4N4 ?6? A78 <274:67D:36L 23H727DK2836<2C6K2L
H2H7454 – ?6? 9<8N6<E385D 23H727D7D HDNU4?72=38H72; 83 B2I47HL =@H8?25,
=2CD6<E3898 B87:4N<432L, ?6? =H4<43- 2HB8=4>6<E3@5 H<8985 – 8H8N898 H<8L
H?8F B8:3896<4:44. * H472 =8C32?6J7 D9347433@G =3D7:2 ND:QD6C3898 8NO4-
A<45437@ B8H7?<6HH2P4H?8F BDN<2P38F H7=6 (>474F, >4=DI4?, «N4>3@G <J>4F»)
H;4:@, = ?878:8F 34C36?85@4 <J>2 2<2 ND376:4F, B:6?72?DJO2G Q4H7@
:6C<2P3898 B8<8Q432L 2 B:82HG8Q>4- N6F:838=H?898 87:4P432L 87 8NO4H7=6.
32L 589<2 N@ 8N5432=67EHL 53432L- !787 AH?2C H8K28<8922 >34=32?6 D?6-
52 2 =H7DB67E = H=8N8>3DJ B8<452?D. C@=647 365 G6:6?74:3DJ P4:7D 94346-
0:6?72?2 «Q2=@G QD:36<8=» = B8H<4>- <8922 H8=:45433898 23>2=2>6 =88NO4,
344 =:45L H7638=L7HL 8>325 2C =6Q34F- :8Q>6JO498HL 2C ;:9654376:2C6K22 2
I2G A<454378= =2:7D6<E38F BDN<2P38F B8<L:2C6K22 H8K26<E3898 52:6, 2C :6H-
H;4:@. 7DO4F 6??85D32?672=38H72 54Q>D 5DQ-
"658 36C=6324 «Q2=8F QD:36<», 54- P238F 2 Q43O238F, 87K652 2 >47E52,
>2F3@F >34=32? L=<L47HL 8?HJ58:8- B8>P23433@52 2 98HB8>H7=DJO252.
294 T/)(VW, ,"X'(/*'

21. %3>2=2>6, ?85B43H678:38 =8C32?6JO4- /32 N4HP4H7L7 <2:2P4H?898 94:8L = 9<6-
98 ND?=6<E38 36 54H74 :6C:@=6 B:2=67- C6G 8NO4H7=6 – 8N36:DQ2=6J7 34Q4<6-
3898 2 BDN<2P3898, H7:6>674<E38H72 2 74<E3DJ 498 2C363?D. /32 :6C:@=6J7
:4=8<JK28338H72, «Q43H?898» 2 «5DQH- H652 DC@ B67:26:G6<E3898 8NO4H7=6,
?898». *4>E H4:>K4=236 HDNU4?72=38H72 «8BD7@=6JO24» 23>2=2>6. * =2>4 >34=-
23>2=2>6 58>4:36 ;8:52:D47HL B8 58- 32?8= 8NO4H7=8 H76<?2=647HL H P45-78,
>4<2 <2:2P4H?898 94:8L – 34H=8>258F D7=4:Q>6JO25 H4NL = 34>:6G 8NO4H7=6
D32?6<E38H72 H658=@:6Q6JO498HL R. ' P4:4C H8NH7=433DJ 6H8K26<E38H7E, H C8-
= H452872P4H?2G 74:5236G <2:2P4H?6L 38F B:8=6<6 BDN<2P38H72, D>=84338F
B8AC2L 8B2H@=647HL ?6? :6C38=2>38H7E 6??85D32?672=38H7EJ, H 2C54:43245
6=78?855D32?6K22 [-87563 1992], ? ?8- «H4N4-36-D54» 23>2=2>6. !78 B82H7234
78:8F B:236><4Q27 2 >34=32?. %3@52 34=@38H2584 =2>4324 ><L :6334ND:-
H<8=652, 87P6L336L B8B@7?6 B:2=6738- QD6C3898 8NO4H7=6, ?D<E72=2:DJO498
98 >2H763K2:8=632L 87 PDQ>898 8NO4- <2N4:6<E3DJ BDN<2P3DJ H;4:D, = :65-
H7=6 = Q63:4 >34=32?6 2 7:2D5;6<E384 ?6G ?878:8F <JN84 =3D7:4344 >=2Q4324
BDN<2P384 DP:4Q>4324 H4NL ?6? <2:2- – 38=6L 5@H<E 2<2 7=8:P4H?84 8C6:4324
P4H?898 94:8L L=<LJ7HL «8:<85 2 :4I- – H 78P?2 C:432L 2>46<6 9:6Q>63H?898
?8F» HDNU4?76 58>4:36. 8NO4H7=6 >8<Q3@ B:4>EL=<L7EHL 36 34-
"8K26<E36L H25B785672?6 B8L=<432L ;8:56<E3@F HD> BDN<2?2 P4:4C H2H74-
>34=32?6 D?6C@=647 36 =8C32?6JO2F 5D H6<838=, ?8;443 2 >:D92G 87?:@7@G
?:2C2H 23749:2:8=6338H72 23>2=2>6 >2H?DHH2833@G «B<8O6>8?» [Habermas
= H7:D?7D:@ ?<6HH2P4H?898 8NO4H7=6 2006].
(B67:26:G6<E3DJ H45EJ, 8NO23D, =843- 08A785D B:8P74324 >34=32?8= >4=DI-
384 N:67H7=8 2<2 =@HI2F H=47). *4<2?6L ?2 B8C8:27 >4=DI?D, :6H?:@724 >34=-
H8=:454336L B:8N<456 2>4372P38H72, 32?8= B:89:4HH2=3898 P4H78<JNK6 («(6
?6? A;;4?7 58>4:32C6K22 ?<6HH2P4H?8- =HL?898 5D>:4K6 >8=8<E38 B:8H787@»
98 8NO4H7=6, B4:=836P6<E38 =@H7DB6- /H7:8=H?898) B:2=8>27 ? B8C8:385D 2C-
47 = 8N<2P24 7:4=8Q3@G :6C5@I<432F 93632J 498 2C «8NO4H7=6». «/NO4H7=6»
8 «P4H72» – = ;8:54 P4H72 >4=2PE4F ?6? 9:DBB@, ?878:6L =:45L 87 =:45432
2<2 8;2K4:H?8F, ?:4H7EL3H?898 2<2 H8N2:647HL =HL =54H74 2 8HDO4H7=<L47
Q4 6:2H78?:672P4H?898 «>8H7823H7=6». :27D6<@ 4>23H7=6 – 87 H454F3@G 8N4-
!72 :6C5@I<432L 8N:6CDJ7 H74:Q34- >8= 2 >=8:L3H?2G H8N:632F >8 B4:=@G
=DJ 36::672=3DJ H7:D?7D:D >34=32?6. 6?K2834:3@G 8NO4H7=. * B:23K2B4 H6-
`78 76?84 P4H7E, ?6? 44 34 B874:L7E, 584 N8<EI8F 63728NO4H7=433@F – B8
P45 9:8C27 B874:L P4H72? *4>E 74:LL 8738I432J ? A785D 8NO4H7=D – Q4H7,
«P4H7E», 74:L4IE 34 B:8H78 8>23 2C A78 34 8B:4>4<433@4 54H76 H8>4:Q632L
H=82G 67:2ND78= – B4:4H764IE N@7E H8- >34=32?6, 6 H65 ;6?7 498 =4>432L, H65
N8F, 74:L4IE H=84 H7:D?7D:384 54H78 Q63:.
= H88NO4H7=4. «0892N B8A7, 34=8<E32? )6C=2724 54>26, B:4Q>4 =H498 96C47,
P4H72» – A78 34 78<E?8 8 0DI?234: =H4 B:2=8>27 ? =C:@=385D :6HI2:432J
P<43@ ?<6HH2P4H?898 8NO4H7=6 L=<LJ7- C83@ H=8N8>3898, ?:272P4H?898, P6H738-
HL «34=8<E32?652 P4H72», ?878:@5 B:8- 98 53432L. -JN84, H6584 >2H?85;8:7384
O4 B892N3D7E, P45 44 B874:L7E. ><L <8?6<E3@G H88NO4H7= 534324 =@-
(6 A785 ;834 H7638=27HL B83L738, B8- =8>27HL 2C HD54:4P38F C83@ >34=32?6
P45D >34=32?2 – ?8<E H?8:8 :638 2<2 36 H=47 54>2F38F BDN<2P38H72. /H7:876
B8C>38 832 ?85D-32ND>E B8B6>6J7HL 36 348NG8>258H72 =4H72 B6:6<<4<E3DJ 2H-
9<6C6 – 34 589D7 34 N@7E N4HP4H73@52. 78:2J Q2C32 H325647HL =8C58Q38H7EJ
!"#$#%&' %(#$)($#' % *%+,'-.(/$ 0/#)$1-$(%$ 295

22. =:45L 87 =:45432 «=@H?6C@=67E» H=8J "DNU4?72=38H7E «Q2=898 QD:36<2H76»
78P?D C:432L B8 745 2<2 23@5 B8=8>65. =@H7:62=647HL 34 78<E?8 2 34 H78<E-
X4>26 H8C>6J7 =8C58Q38H7E N@7E P<4- ?8 2C 6=78?855D32?672=38F H<8=4H38F
385 8NO4H7=6 B88>6<E 87 H65898 8NO4- AH7472?2 B:8I<@G 2H78:2P4H?2G 72B8=
H7=6 (5476;8:8F P498 58Q47 H<DQ27E >34=32?6 (=8C=@I433@4 B6HH6Q2 5L7D-
639<2FH?2F ?<DN, 9>4 H8=54H738 P276J7 O4FHL >DI2 2<2 N4HHJQ473@4 B:878?8-
96C47@ = B8<385 58<P6322). <@ P6H738F Q2C32), H?8<E?8 2C :46?K2F
S34=32? = AB8GD 58>4:36, H 8>38F H78- 36 B:82HG8>LO44, ?878:@4 589D7 N@7E
:83@, =H7:62=647HL = 54>2F3@4 Q63:@ :6C>4<43@ 2<2 8HB8:43@ :6C85?3D7@5
BD74=@G C65478?, B2H45 P27674<4F, :4- ?:D985 <J>4F, 2C =8B:8H8= 2 B:L5@G
9D<L:3@G 6=78:H?2G ?8<838? 2 B:. " B:8HEN, 8N:6O433@G ? 745, ?78 58Q47
>:D98F, B8H74B4338 56:9236<2C2:D47HL 87=4727E 2 B858PE, ?6? N@ >6<4?8 = B:L-
?6? Q63:, B4:4H7647 N@7E =8C=@I43- 585 2 B4:438H385 H5@H<4 83 87 6=78:6
3@5, <274:67D:3@5, A563H2B2:DJO25 34 36G8>2<HL.
Q4H785 2 =@74H3L47HL 36 N@78=DJ B4:2- 0:2 A785 LC@? D>4:Q2=647 ;8:5D 34-
;4:2J – «>4B:8;4HH2836<2C2:D47HL»: B8H:4>H7=433898, 34;8:56<E3898 8NO4-
I?8<E32K@, 34D>6P32?2, 9:6;8563@ 2 32L. "76=L B8> H8534324 74C2H ,5N4:78
B:. = >34=32?6G B<8G25 H72<45 B8=78:L- !?8 8 785, P78 %374:347 C36543D47 H8-
J7 ?<6HH2P4H?24 <274:67D:3@4 I765B@ N8F =8C=:6O4324 ? AB8G4 TD7743N4:96
2<2 B:8H78 ;2?H2:DJ7 =34I3JJ H8N@- ? B2HE5D, >8?78: ;2<8<8922 $=9432F
72F3DJ ?63=D Q2C32. S34=32? >436::6- *8>8<6C?23 8N:6O647 =3256324 36 78,
72=2C2:D47HL – «B8C6=7:6?6< L2P32K4F, P78, 368N8:87, B:82HG8>27 DH?8:4336L
>345 =2>4< B72P?D, =4P4:85 9:DH72<» 8:6<2C6K2L :DHH?898 LC@?6 = N<896G,
– H=8>LHE ? B:878?8<D H8N@72F H=84F P676G, ;8:D56G 2 7.>. (6P236L H B:2-
Q2C32 =8 =H4F 2G N4HHJQ4738F P6H7- 3K2B6 «?6? H<@I27HL, 76? 2 B2I47HL»,
38H72. &6? 76?8=8F 7:63H;8:52:D47HL H 8N2<2L 54Q>85472F 2 5389878P2F,
= 54<63G8<2P4H?DJ B8B@7?D B:8H78- ?83P6L 9:655672P4H?25 >85232:8=6-
98 P4<8=4?6 8B4:47E H4NL 36 P78-<2N8 3245 B:8H7@G 36C@=3@G B:4><8Q432F,
= :6C=278F 98:8>H?8F B8=H4>34=38H72, 87HD7H7=245 B:2>678P3@G B:4><8Q4-
36ODB67E ?6?DJ-78 «5674:2J» H=8498 32F [*8>8<6C?23 2007]. #6?, ?6? 4H<2
HDO4H7=8=632L, B:2>67E 4F G87E ?6?DJ- N@ :6C:@=@ =8 =:45432 2 B:8H7:63H-
78 C36P258H7E. 7=4 =8C58Q3@G P27674<4F =4N->34=2-
«Z2=8F QD:36<» ?6? 7:47EL, B8H758- ?6 34 254<2 N@ 32?6?898 C36P432L. (8
>4:32H7H?6L 2H78:2P4H?6L ;8:56 >34=- A78 98=8:27 34 8 785, P78 74B4:E <JN8F
32?6 58Q47 H<DQ27E 56:?4:85 B8L=<4- B8<EC8=674<E 58Q47 H767E N<2Q325 ><L
32L 38=8F HDNU4?72=38H72, = ?878:8F 6=78:6 «QD:36<6», 36B:872=, 58Q38
78B8<892L BDN<2P384-P6H7384 =@=4:- H?6C67E, P78 D 6=78:6 Q2=898 QD:36<6
3D76 362C363?D: BDN<2P38H7E 36P236- = B:23K2B4 N8<EI4 347 «N<2Q32G» =
47 B:8:6H767E 2C3D7:2 P6H738F Q2C32. 7:6>2K283385 H5@H<4 A7898 H<8=6 – :4-
Z2=8F QD:36< – A78 HB8H8N B:48>8<47E 6<E3@G N<2Q32G, H ?878:@52 7@ 36G8-
787 :8=, ?878:@F =@:@7 B8 ?:6L5 23>2- >2IEHL = 8738I432LG 8:9632P4H?898
=2>D6<E3898 HDO4H7=8=632L = :65?6G H88NO4H7=6, B:23K2B ?878:898 8B8A72-
58>4:32C2:8=633898, «=88N:6Q645898 C2:8=63 ;8:5D<8F «8>23 C6 =H4G, =H4 C6
8NO4H7=6» ['3>4:H83 2001], ?878:84 8>3898». «*H4 :6=38, – ?6? N@ 98=8:27
DQ4 B:6?72P4H?2 34 B8>>647HL =88N:6- 6=78: Q2=898 QD:36<6, – R – A78 584
Q432J = H2H7454 B8H758>4:32H7H?898 H88NO4H7=8, H8H78LO44 = 785 P2H<4 2C
9<8N6<E3898 8NO4H7=6. B874:L33@G 538F 2C =2>6 2<2 4O4 34
296 T/)(VW, ,"X'(/*'

23. B:28N:47433@G >:DC4F». Z2=8F QD:36< 324 H72G8=). Z2=@4 QD:36<@ 87?:@=6J7
A78 HB8H8N :6C98=6:2=67E P4:4C 98<8=D =8C58Q38H7E 8N:47432L 38=8F «HB8H8N-
87HD7H7=DJO2G «N<2Q32G». 38H72 ? :6C98=8:D» (8N D7:674 ?878:8F
% >4<8 34 B:8H78 = 785, P78 36I2 >:D- B2H6< T6>654:), 9>4 <JN@4 =88N:6Q64-
CEL, ?8<<492, :8>H7=4332?2 N8<EIDJ 5@4 N236:3@4 8738I432L =H7:62=6J7HL
P6H7E =:45432 «34>8H7DB3@» – 832 = = 34?2F H25=8<2P4H?2F ?837D: Q2=@G
?8563>2:8=?6G, 36 87>@G4, C69:DQ43@ HDO4H7=, 9>4 R – A78 78, ?6? 36 582 H<8-
:6N878F, C63256J7HL I8BB23985, N8<- =6 H25=8<2P4H?2 :4692:DJ7 >:D924, 8N-
76J7 B8 58N2<E32?D 2 B:. – 76?, P78 5432=6L 2G 36 «H=82» H<8=6.
=4>4324 Q2=898 QD:36<6 58Q47 G87L (6:L>D H ;8:D5652, P67652, Q2=@4
N@ =2:7D6<E38 B8>>4:Q2=67E H=LC2 H QD:36<@ 8N:6CDJ7 «H6F7@» B:82C-
N<2Q325 ?:D985 <J>4F, N@7E = ?D:H4 2G =8>H7=6 H25=8<2P4H?8F 2>4372P38H72.
>4<. S4<8 = 785, P78 76?25 8N:6C85 832 %>4372P38H72, B83L78F = <6?638=H?85
N<2Q324, DQ4 B4:4H76=I24 N@7E :46<E- H5@H<4 ?6? L>:8 «DP:4Q>6JO2G H<8=»,
3@52, B4:4H76J7 N@7E =88N:6Q645@52 23>2=2>D6<E3@F B8:L>8? =@N8:6 H<8=
B8 B:425DO4H7=D, :6H?:@=6L H=84 H25- = H25=8<2P4H?85 ?837D:4 9:DBB8=898
=8<2P4H?84 2C54:4324. /32 B4:4H76J7 >2H?D:H6 (87 =@N8:6 H2383258= >8 5476-
N@7E «?6:723?652», ?878:@4 7@ B:2=@? ;8: 2 H239D<L:3@G H<8=88N:6C8=632F).
=2>47E = 8B:4>4<433@G 54H76G 2 = 8B- (6 A72G BD7LG H25=8<2P4H?6L HDNU4?-
:4>4<43384 =:45L, 2 ?878:@5 7@ 98=8- 72=38H7E – 87 32?8= >8 6=78:H?898 H72<L
:2IE: «#@ B8GD>4<», «#4N4 2>47 38=6L – B:872=8H7827 =88N:6Q6458F 2>4372P-
B:2P4H?6» 2<2 P78-78 =:8>4 A7898. /32 38H72, 36 B:2563?D ?878:8F = 56HH8=85
H7638=L7HL 34=2>25@52, B8H78L33@52 B8:L>?4 <8=27HL H8=:45433@F B87:4N2-
H8N4H4>32?652 B8 7D H78:83D 36:K2HH2- 74<E («=34I38H7E», «252>Q» ?6? 8H38=-
P4H?2G ;2?H6K2F. 3@4 38H274<2 P4<8=4P4H?2G ?6P4H7=).
#6?, 6=78: Q2=898 QD:36<6 B8> 32?85 * :65?6G Q2=898 QD:36<6 23>2=2> 34
«02Q56» = 8>385 2C B8H78= B:2C3647HL C65@?647HL = H8NH7=433@G ;6376C56G 2
= 785, P78 «7:@3>4<6» H N<2C?25 P4<8- ;8N2LG, 6 B@7647HL H767E 78P?8F ?:2H-
=4?85 =4HE =4P4: 32 8 P45 – B4:4> 498, 76<<2C6K22 A?H74::278:26<E3@G 9:DBB,
=8C58Q38, 8?83P674<E3@5 87U4C>85 2C 34 «=88N:6Q645@G», 38 H25=8<2P4H?2G
H7:63@ – =54H78 7898, P78N@ H?6C67E 45D 9:DBB HG8Q25 B8 8N:6CD Q2C32, 2/2<2
8 785, ?6? 836 498 <JN27. &85D B:4>36- B:8;4HH2836<E3@5 2374:4H65, HDO4H-
C36P647HL A78 H88NO4324? "4N4, P78N@ 7=DJO2G =34 ?8>8= B8<27?8::4?738H72
87>67E 87P47, H?6C67E, 36?834K, B:6=>D? 2<2 ?8:B8:672=38F A72?2.
"?8:44 – A78 =H4-76?2 HB8H8N H?6C67E
«L <JN<J» A785D P4<8=4?D ?6? «>6<E-
345D». !78 B:6?72?6 «<JN=2 ? >6<E34- F3#$%'#(%' (B-/-)"$"3$)
5D», ?89>6 ;:6C6, H?6C6336L «= <2K8»,
H7638=27HL 34H?:8538F, 34D>8N38F, '3>4:H83 1. (2001). *88N:6Q645@4 H8-
2C<2I34F. & 785D Q4 A78 =8C58Q38H7E 8NO4H7=6. )6C5@I<432L 8N 2H78?6G
H?6C67E 8N H=845 8738I4322 BDN<2P38, 2 :6HB:8H7:634322 36K2836<2C56.
= :65?6G =2:7D6<E3898 H88NO4H7=6, 9>4 X.: &'(/(-B:4HH-_, &DP?8=8 B8<4.
7=82 H<8=6 589D7 8N:4H72 34A98K437:2- *8>8<6C?23 $. (2007). #:D>38H72 :DHH-
P4H?DJ >23652?D – N@7E B8>G=6P43@ ?898 LC@?6 // (8=6L T6C476. "=8N8>-
>:D9252, 9>4 K4BE 8C36P6JO2G HB8H8N- 384 B:8H7:63H7=8. a 29. ". 4.
36 36:6O2=67EHL =34 A98K437:2P4H?898 -87563 b. (1992). / >=DG 58>4<LG ?85-
«B:82C=8<6» (?6? H8=54H7384 36B2H6- 5D32?6K22» // -87563 b., %CN:63-
!"#$#%&' %(#$)($#' % *%+,'-.(/$ 0/#)$1-$(%$ 297

24. 3@4 H767E2 = 3-G 7. #6<<233: '<4?-
H63>:6. ". 76-89.
Habermas J. (2006). The Structural
Transformation of the Public Sphere.
An Inquiry into a Category of Bourgeois
Society. Polity. ". 32-35.
298 T/)(VW, ,"X'(/*'