The article examines the role of emotional intelligence (emotional quotient) in the process of management activities and the competing position of artificial intelligence (hereinafter referred to as AI), which is trying to master it through learning algorithms and implementation in management practice. Approaches to teaching AI emotions are considered, problems of introducing AI technologies into management processes are systematised as well as prospects for their resolution. The relevance of the sociological study of emotions in the process of social management is justified by the growing trends in the influence and development of artificial technologies, which are actively penetrating into all spheres of modern society and leading to changes, the consequences of which are still poorly predictable, and therefore require timely assessment. The research method is qualitative content analysis of scientific and scientific-practical sources devoted to the subject of research – emotional intelligence in professional management activities. The conclusions substantiate the need for mastering emotional skills by managers of social sector organisations, including law enforcement, whose practical activities are dominated by the need for effective communication with the external and internal operating environment, as well as the inclusion of emotional competencies as a priority when mastering the leadership qualities of managers.

The article is devoted to the consideration of neural network generative technologies as a marker of social stereotypes and attitudes. The aim of the research – approbation of generative artificial intelligence (hereinafter referred to as AI) as a method of sociological research of social stereotypes contained in big data. To realise this goal, the essence of AI, the legal framework of application and the spread to date are initially considered. The results of approbation show that the information returned by AI contains social stereotypes, primarily related to gender and age, which means that AI can indeed be used as a tool for studying social stereotypes. The source of shifts in data towards stereotypical images is contained in the data on which AI is trained, as well as in the code of the program itself, that is in the attitudes and worldview of developers, which in one way or another influence the process of program development. In most cases (more than 80% of all generated information), the AI returns young people, predominantly men, for queries related to high-paying professions, which is true for both gendered and non-gendered query formulations. AI is also characterised by attributing certain traits to different social groups, such as slovenliness and disorganisation, representing them in connection with a certain style of dress, and using several recurring markers to denote status or wealth.

The article is devoted to the analysis of interactive advertising as a relatively new factor influencing the consumer behaviour of Moscow youth. The empirical basis of the work are statistical and sociological research data, including the authors’ own research conducted using the methods of mass survey and indepth interview. As the study has showed, the Moscow youth are quite familiar with the interactive advertising, most often encountering it on mobile devices and in gaming applications. The article analyses several types of the interactive advertising, differing in the degree of their impact on the consumer behaviour of young people. The authors come to the conclusion that the most effective in this regard are playable and video advertising placed in mobile device applications. As advantages of the interactive advertising, in comparison with the traditional format, the authors highlight its innovation and playful nature. At the same time, many young Muscovites express a negative attitude towards the interactive advertising, mainly because of its intrusiveness. Moreover, young men demonstrate greater loyalty to this format of advertising influence in comparison with young ladies. The authors come to the conclusion that, despite the noted shortcomings, the interactive advertising has great potential for development in modern society.

The article is devoted to the study of the family institute and models of reproductive behaviour of the Russian population in the formation of a new sociо-gender order and demographic environment. The article considers the demographic situation in Russia, analyses the peculiarities of birth rate and the problem of interethnic marriages. The dependence and interrelation between changes in society and the socio-gender order as its constituent are also investigated. Special attention is paid to the anti-family policy of the West being an instrument of the socio-gender strategy. The article presents the research results and statistical data that allow us to draw conclusions about the impact of socio-gender changes on the family institution and reproductive behaviour of Russians. Finally, with the help of the analysis, we comprehend that in the formation of the new socio-gender order and demographic environment of the country, the institution and reproductive behaviour patterns of the citizens are undergoing significant transformations. These changes require an in-depth study and understanding in order to develop effective measures to support the family institution and increase the birth rate in Russia. The paper examines in detail the peculiarities of the Russian demographic situation, including analysis of the birth rate and problems of interethnic marriages. The author reveals the dependence and interrelation between the socio-gender changes and reproductive behaviour of the Russians. The study is valuable to understand current structural and value-based changes of the family as a social institute, its subjectivity and to develop support measures for families and to increase the birth rate. The article may be useful for specialists in demography, sociology, psychology, and other related sciences.

Digital literacy is a crucial component of professional and life competence in the modern world and an important condition for the subjective well-being of a modern person. The components of digital literacy are numerous and reflect various aspects: from technical skills to the organisation of knowledge transfer, as well as communication. The younger generation acquires skills in using digital interaction content almost from preschool age. In this regard, it becomes important for future adults to assess the impact of their digital literacy level on subjective well-being, as well as on awareness of its application and improvement possibilities. The article provides analysis of a sociological study results aimed at identifying the impact of digital literacy on the subjective well-being of young people. The empirical base includes the results of an online survey conducted on the territory of Kursk and the Kursk region in October-November 2023. The sample totaled 450 respondents. Understanding young people’s ideas about digital literacy and its impact on subjective well-being will make it possible to more specifically define the necessary measures to enhance digital training, promptly meet individual or group requests when organising studying process and improving competence in the field of digital technologies.

The use of artificial intelligence (hereinafter referred to as Al) is one of the leading trends in marketing and advertising in recent years. With its help, it is possible to solve tasks of varying complexity: from generating ideas for promotion to creating advertising creatives. The research problem is that in order to work effectively, companies need to understand which neural networks can most optimally solve the tasks of marketing activities. To do this, it is necessary to define a list of such neural networks. The authors consider the use of Al in marketing communications and analyse neural networks that can be used in business. The study purpose is to form a relevant list of neural networks for the implementation of marketing activities of the company. The most popular neural networks, their functionality and features were studied. The domestic and foreign experience analysis of using neural networks in the marketing activities of companies is conducted. Recommendations for more efficient use of neural networks are proposed. Based on the conducted research, a relevant list of neural networks for the implementation of the company’s marketing activities was determined. The methodological basis of the article was formed of publications on the problems of using neural networks in business and marketing sphere. The works of domestic and foreign researchers were studied. The following theoretical research methods were used in the article: analysis, synthesis, problematisation. The content analysis was chosen as an empirical method.

The article presents the research results of gifting online-representations of 170 museums in Moscow (federal, regional, private). Data collection and its interpretation were structured around the duality of the museum gift as a semantic unit representing the following categories: 1) appeals and requests from museums for different types of property support (new items or monetary donations); 2) gifts previously given to the museum, presented in electronic catalogues. The data collected from the materials of Moscow museums’ websites showed that appeals for assistance to museums, regardless of the type of charity, are the lot of a minority (8–15 %). In turn, 82 museums have systematized electronic catalogues, among them only 13 % clearly distinguish information about the way of items’ arrival and through a gift, including in a separate category of description. Considering a long history of philanthropists’ influence on the formation and development of museums, and evidence of existing museum support practices, the author does not argue about low intensity of donations in museum institutions, but offers to draw a conclusion about the relationship between low articulation of gift intentions and donations in the collections and functioning of the museum field in Moscow, its rules and shared norms.

The article considers the older people integration into online health communities. The author explored the role of such communities in constructing new types of sociality between older people, where online communities become intermediary actors structuring and changing the usual practices of everyday life and setting special context for older people’s communication. This study contributes to the study of the possibilities and limitations of online communities use in the context of the of older people lives with chronic illnesses in rural areas. For the people in focus, these communities can make up for the lack of communication often experienced by people who live in areas remote from major population centers and health centers. The importance of online communities is determined by the fact that it is often difficult for an older person in peripheral settlements to get the necessary advice or recommendation from a doctor, and communication in online health communities and medical forums compensates for this deficit, which is important in the treatment of the disease. Based on a study of groups of older people participating in online forums, different strategies for using online communities have been typified. In particular, three strategies have been identified: communication, using and observation. For each of them, the features of the use of online communities are outlined, as well as the role of such communities in everyday life. Usage and observation strategies are characterised by the fact that users are integrated into online communities mainly for treatment information and counselling, while for representatives of the communication strategy the communicative component is the most important, serving to discuss a variety of issues within rural life, including health, as well as therapeutic communication. This study contributes to the study of the possibilities and limitations of online communities in the context of the lives of older people with chronic illnesses in rural areas.

Big data collection and analysis technologies are being intensively introduced into the social, economic and political spheres in countries and macroregions, including the Mediterranean region. This fact actualises the prospects of interdisciplinary research at the intersection of sociology, political science and regional studies. The article examines the benefits and risks of using these technologies in listed areas, taking Spain and the Middle East as examples. Among the main problems and threats, the authors consider the following: personal data confidentiality breach, and increased data manipulation for political purposes, the emergence of illegitimate forms of citizens self-organisation, the transition of Internet users to anonymous accounts due to the practice of “privatization” of personal data by non-state and terrorist groups in regional spaces, preventing the qualitative collection of data. The need to solve these problems at the international level was noted. The range of possibilities offered by working with big data to provide pragmatic and effective socio-political forecasting and operational regional studies is shown.