Sociocultural approach of the design study allows consideration in several senses
— as a kind of art-project activities and as a method of organization of subject-spatial
environment of man. Socio-cultural mission of design is directly connected to its
increasing role in modern society, participation in the formation of the social
environment and the communicative processes that provide the link between man and
man, man and society, man and thing [8].
Thus, the social function of design is determined, based on a belief in its
possibilities of materialization of intrinsic forces of the person learned by him/her be
means of the use of the thing of the whole subject and spiritual experience and culture.
In other words, the design "on the one hand provides a model of a human behavior
based on the history, traditions and culture of the society, and on the other, carries out
control over behavior of people in relation to the surrounding space" [3].
The understanding (regarding built above logic) in the last research presents the
concept of social design. Today it is used (and becoming more common) as a new type
of socio-contextual design, where the object of the development it the whole system of
social relations, their spatial or structural localization and resources that enable the
society to be as sustainable and Autonomous in relation to the manifestations of the
external environment. Social engineering is positioned as an inevitable alternative to
traditional non-contextual design of industrial design, calling the latter "an imitation of
action or reality." So, according to supporters of this position, too obvious was the
excess of such imitations in society, which, ultimately, can lead to a breakdown in real
life, when instead, the real development of society is only its simulation [2]. Hence,
social design is the direction of systematic analysis, which facilitates the efficient
development of all social communities, enterprises, organizations, institutions, or
government agencies. In this case, social design acts as a special tool to help a specific
person (supervisor, consultant or top Manager) in management, design and creation of
effective social systems. Practical confirmation of the theoretical foundations of this
direction is the effective activities of the School of social design organised by MSU
staff tnamed after M. V. Lomonosov (Russia), candidate of philosophical sciences by
A. M. Dolgorukov. In addition to conducting organizational diagnostics with
application of developed methodology of social design, the School offers master's
study programmer "Sociology of social changes", which was created for the
implementation of social training designers — experts, and skills which will be
focused on the creation of effective social systems: organizations, settlements, social
movements and social institutions.
So, despite the obvious prospect of further terminological clarifications, the article
demonstrates the following: the main unique quality of social experience design is its
potential ability to the production of solutions as individual needs of macro-
sociological level (finding of common values necessary for the existence of
- 962 -