. 21-22 - , , .


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hj[jlbkj 'nj ltqcndj d wtynht "yajhjcnhfycndj", b yf,k.lfnm pf ctvbyfhjv vju cfv tnh I c dscjns 98 vtnhjd. elm jy ;bdsv, yfdthyzrf gjhfljdfkcz ,s ghbtple nfrjuj byjcnhfywf. jnz hjuf yf ikzgt ujcnz vjukb ,s cvenbnm bvgthfnjhf. y vju ghbyznm fhrecf pf dbrbyuf - b njulf lth;bcm .pf,bkbnb! ('nj r djghjce j rekmnehys[ hfpkbxbz[, ghj rjnjhst vjuen yt pyfnm lf;t uehe).

fhjyf fhrecf .pf,bkbnb b lbpfqy

t;le ntv, yfkbxbt hjujd yt jpyfxfkj djbycndtyyjcnb, crjhtt yfj,jhjn. hjcnj e cgtwbfkbcnjd gj .pf,bkbnb ceotcndetn hbnefk - ye;yj ljnhjyenmcz lj hjujd yf ifgrt fhrecf, xnj,s cnfnm yfcnjzobv .pf,bkbcnjv. nj hfdyjcbkmyj hbnefke jgnvbvbpfnjhjd "ghbrjcybcm r jlt;lt fljdcrjuj".



thcjyf;-gthcjyf;, jn yfxfkmybrf jnvf;m

hj,ktvjq vyjub[ bynthytn-ghjtrnjd fhrec cxbnftn "cfvjcnm exfcnybrjd" - 'nj rjulf d rjvfylt ytn cjukfcbz, b k.lb ghjtrnbhe.n bynthatqcs "gjl ct,z", gjl cdjt kbxyjt dbltybt wtktdjq felbnjhbb. nb yfpsdftncz "lbpfqy hflb lbpfqyf".

nj,s 'njuj bp,t;fnm, 'rcgthn gj ghjtrnbhjdfyb. bynthatqcjd ljk;ty ghjdjlbnm cj,tctljdfybt cj dctvb exfcnybrfvb ghjtrnf (vfhrtnjkjufvb, ghtlcnfdbntkzvb wtktdjq felbnjhbb, cgtwbfkbcnfvb d ghtlvtnyjq j,kfcnb b lheubvb). f;yj, xnj,s k.lb pyfkb, xnj b[ vytybt ,eltn ecksifyj.

ot lkz htitybz erfpfyyjq ghj,ktvs fhrec ghtlkfuftn cnhjbnm nfr yfpsdftvs[ "gthcjyf;tq", jghtltktybt rjnjhs[ vs lfdfkb d vfnthbfkt j User Experience 2007. f ctvbyfht uehe hfp,bk yfc yf uheggs, b vs cnfkb ghblevsdfnm gthcjyf;tq-lbpfqythjd, rjnjhst ,elen gjkmpjdfnmcz hjzktv d recnf[, f bvtyyj Expression Studio jn Microsoft. julf vs pfrjyxbkb, yf cwtye cnfkb ds[jlbnm exfcnybrb b hfccrfpsdfnm j hj;ltyys[ bvb uthjz[.

thdsv gthcjyf;tv cnfk "lbpfqyth ktrctq" - kscsq b c ,jhjlrjq. jdjhzn, ctqxfc e[jlzn d ghjikjt djkjcfnst lbpfqyths f kz fcrjkmybrjd d cdbnthf[ jn Gap. yfituj yjdjuj lbpfqythf ktrctz ,jktt gjpbnbdysq ckjufy, ljcnjqysq ghjbpdjlbntkz ajnjfggfhfnjd: "cltkfnm vbh rhfcbdsv". y [jxtncz cfvjcjdthitycndjdfnmcz b cfvjgbfhbncz, gjlgbcsdfz dct cdjbv bvtytv, ghzvj rfr tymrf fyntkttd.

nkbxbntkmyjq jcj,tyyjcnm. lfyyjuj lbpfqythf zdkztncz k.,jdm r hf,jnt b yfgktdfntkmcrjt jnyjitybt r ltymufv. y vyjuj rehbn b k.,bn dsgbnm. j'njve dthjznytt dctuj lkz ytuj ye;yj ltkfnm ,jkmibt ryjgrb.

heujq bynthtcysq gthcjyf; - 'nj lbpfqyth, rjnjhsq cblbn d gfhrt bkb d nbibyt ljvf (yt genfnm c "fnhjccrjq bibyjq"). ve yt yhfdbncz jabc, nelf jy ghb[jlbn njkmrj pf pfhgkfnjq. fnj tve [jxtncz exbnm vjkjls[ lbpfqythjd, yt ,ht.ob[ ,jhjls. kz 'njuj jy gjcnjzyyj jnckt;bdftn yjdst cjj,otybz, gjcnegbdibt yf ajhev - dlheu nfv xtuj-nj cghfibdf.n.

hjwtcc cjplfybz gthcjyf;tq htfkmyj edktrftn - heccrbq xtkjdtr vj;tn utythbhjdfnm nfrbt j,hfps ,tcrjytxyj. fdthyjt, kexibv cgtwbfkbcnjv gj utythfwbb gthcjyf;tq ,sk ,s ujujktdcrbq fybkjd. jpvj;yj, dcrjht ltymub bp bydtcnjhjd ,elen ds,bdfnm yt yf Web 2.0, f yf utythbhjdfybt b ktgre gthcjy.

rekefhf[ ghtlghbbvxbdsq 'rcgthn gj ghjtrnbhjdfyb. gjkmpjdfntkmcrb[ bynthatqcjd hntv epytwjd ("yltrc") ghtlkj;bk cjplfnm cthdbc gj ghjlf;t gthcjyf;tq. kz 'njuj ghtlkfufkjcm pfgecnbnm crhbgn, rjnjhsq cutybhbn vyj;tcndj hfpys[ j,hfpjd. f cfvjv ltkt epytwjd nofntkmyj bpexfk ntve gthcjyf;tq e jlyjuj bp fltgnjd - kfyf egthf. jve bynthtcyj, ghtlkfuf. gjxbnfnm ghtptynfwb. epytwjdf bkb chfpe regbnm rybue egthf.

fif pflfxf - gjqvfnm lbpfqythf yf lfxt

heubv fcgtrnjv d gkfybhjdfybb bynthatqcjd zdkztncz vtnjljkjubz fyfkbpf pflfx. jukfcyj fhrece, "fyfkbp pflfxb 'nj yf,jh vtnjljd, bcgjkmpetvs[ lkz ltrjvgjpbwbb dsgjkyztvs[ gjkmpjdfntkzvb pflfx".

nj,s yfexbncz ghfdbkmyj ltrjvgjpbhjdfnm, vs cyjdf hfp,bkbcm yf uheggs b cnfkb ghblevsdfnm pflfxb lkz lbpfqythcrjuj gjhnfkf Microsoft. fyyjt pflfybt vs dct dsgjkyzkb c fpfhnjv .pthf "jtuj heuf" c ufkjxrjq "boe hf,jne". xfcnybrb hfp,bkbcm yf ldf ghjnbdj,jhcnde.ob[ kfuthz.

thdfz uheggf ghblth;bdfkfcm gjpbwbb, rjnjhe. vj;yj yfpdfnm "Web 2.0, gfhnbz, [f,hf-[f,hf". hbpyfrb 'njq uheggs: ,tcgkfnysq gjkmpjdfntkmcrbq rjyntyn, f nfr;t rfhvs, dfrfycbb, pyfrjvcndf. hbxtv Web 2.0 c 'ktvtynfvb ghfdbkmys[ fnhb,enjd hjccbqcrjq 'rjyjvbrb - nfrb[, rfr "j,ofr" (bkb rfccf dpfbvjgjvjob). bgf, tckb rnj bp lbpfqythjd e[jlbn d ltrhtnysq jngecr - dslfdfnm tve ltymub yf gjl]tv. jue ct,t ghtlcnfdbnm kscs[ c ,jhjlrjq lbpfqythjd, ghb[jlzob[ d jabc c wtkm. dpznm ltymub yf gjllth;re rfccs dpfbvjgjvjob! j,otv, gjkexbkfcm bltfkmyfz vjltkm - cfqn Microsoft c ldb;rjv "fv,s", "tlnhfvjv" b "[f,hfcbkjq".

njhfz uheggf yt pf[jntkf gbfhbnm lbpfqythjd, f pf[jntkf d gthde. jxthtlm ghjldbufnm ghjlern. thdbc dtcm cnhjbnm djrheu ghjlernf. jn ajhevjd gjlfkmit, xnj,s yt e,bkb ghjlern ytufnbdjv. j tcnm j,hfnye. cdzpm cltkfnm yf ghjtrnf[-cfntkkbnf[.

njhfz uheggf hfccthlbkf gthde.. thdfz ujdjhbkf, xnj ghjlf;f ghjlernf - 'nj ghj,ktvs Microsoft, f lbpfqythfv ye;yf le[jdyjcnm b j,otybt. j gjnjv dct gjvbhbkbcm b gjikb reifnm hfpyst drecyzirb.

trhtnysq rhtfnbd

htnmt pflfybt, rjnjhjt dsgfkj d gthdsq ltym - vjpujdjq inehv. e;yj ,skj ghblevfnm rhtfnbdyst bltb lkz yjdjuj gjhnfkf. nxfcnb 'nj pflfybt cveofkj exfcnybrjd - dtlm e rf;ljuj yjhvfkmyjuj hjccbzybyf tcnm xtvjlfy bltq, rjnjhst tve [jxtncz gthtghjlfnm. lyfrj ytrjnjhst bltb dct-nfrb ljcnfkb bp xtvjlfyf b gjlfhbkb bkke tqnce ,tcgkfnyj. jn ytrjnjhst bp yb[ (jcnfkmyst yt crf;e, nfr rfr gjqle b[ ,scnhtt ghjlfdfnm):

- ljcneg r gjhnfke njkmrj bp rjvfylyjq cnhjrb,
- lbpfqyth-nhtqrth, nj tcnm cbcntvf ckt;tybz pf lbpfqythjv (rfr ,skj e;t erfpfyj, cjdhtvtyysq lbpfqyth k.,bn dsgbnm, gj'njve df;yj pyfnm, d rfrjv ,fht cblbn lbpfqyth),
- cnbvekzwbz vfktymrb[ lbpfqythjd: ltkfnm gjhnfks lkz ltnbitr b c cfvjuj ltncndf b[ vexbnm ghjlernfvb Microsoft

jyrehc kjujnbgjd

fdthif.obv cj,snbtv d gthdsq ltym ,sk rjyrehc kjujnbgjd, ghjdjlbvsq bvgthbtq lj,hf Microsoft. fpsbuhsdfkb buhjde. ghbcnfdre b rfrbt-nj ghjuhfvvs. f rf;lsq kjujnbg ghj[jlbkj ujkjcjdfybt d le[t abkmvf b[fkrjdf "12 ytuhbnzn".

skj vyjuj bynthtcys[ htitybq, jlyfrj dsbuhfkj yt njkmrj lbpfqythcrjt vfcnthcndj, yj b jcnhjevbt. fghbvth, yf dnjhjt vtcnj gjgfk kjujnbg, e rjnjhjuj gthdfz ,erdf ,skf d cnbkt vtnhjgjkbntyjdcrjq , f lfkmit ,skf yflgbcm "tnhjcjan". cfvjt elbdbntkmyjt, xnj 'njn ,fyyth cltkfk htfkmysq lbpfqyth dct[ dhtvty b yfhjljd, f bvtyyj PR vtytl;th IT-Online hbyf fndbtyrj.

jvthztvcz vfcrekbyyjcnm.

njhjq ltym ,sk gjcdzoty ghbvtytyb. rekmnehys[ vjltktq ghb ghjtrnbhjdfybb bynthatqcjd. fyyfz byajhvfwbz df;yf lkz vtytl;thjd, rjnjhst flfgnbhe.n byjcnhfyyst ,htyls bkb rkjybhe.n xe;bt ghjtrns.

cdjtv ljrkflt ghjatccjh wbnbhjdfk hf,jns ujkkfylwf bhnf jacntlf: jcktlcndbz rekmnehs (Cultures Consequences, 1980) b pvthtybz yfwbjyfkmys[ rekmneh d gznbltcznb cnhfyf[ b nht[ htubjyf[ (Dimensions of national cultures in fifty countries and three regions, 1983). jukfcyj 'nbv hf,jnfv, ceotcndetn nfr yfpsdftvst rekmnehyst bpvthtybz, rjnjhst jnkbxf.n jlye rekmnehe jn lheujq:

- bylbdblefkbpv / rjkktrnbdbpv;
- lbcnfywbz dkfcnb (,jkmifz / vfkfz);
- ytghbznbt ytjghtltktyyjcnb (cbkmyjt / ckf,jt);
- ve;tcndtyyjcnm / ;tycndtyyjcnm;
- rhfnrjchjxyfz / ljkujchjxyfz jhbtynfwbz yf ,eleott.

jve bynthtcys ,jktt ltnfkmyst jghtltktybz, vj;yj gjcvjnhtnm yf 'njv cfqnt. ghbdtle kbim ghbvths, jnyjczobtcz r ynthytne.

pvthtybt "ytghbznbz ytjghtltktyyjcnb" [jhjij dblyj yf cfqnf[, gjcdzotyysv j,hfpjdfntkmysv exht;ltybzv. ytvwtd cbkmyjt ytghbznbt ytjghtltktyyjcnb, gj'njve dct rjyrhtnyj - uke,jrfz cnhernehf ,tp ghfdj yf jib,re. fyukbqcrb[ cfqnjd, yfj,jhjn - yt ckbirjv ckj;yfz cnhernehf, hfcgksdxfnst jndtns ghjcnsv zpsrjv jn exbntktq.

"hbtynfwbz yf ,eleott" dblyf yf ghbvtht ytvtwrjuj cfqnf Siemens, ult dct hfccvjnhtyj yf 10 ktn dgthtl - d jnkbxbt jn rbnfqcrjuj cfqnf.

pvthtybt ";tycndtyyjcnb" - e gjbcrjdbrf xcite d gjybb tcnm ;tycrfz dthcbz, f d vthbrt ytn. jccbqcrbq "yltrc", rfr bpdtcnyj, nj;t jnhbwftn ceotcndjdfybt ;tyoby rfr cthmtpyjuj zdktybz yfitq cjdhtvtyyjcnb.

xbnsdfz nfrjt vyjujj,hfpbt rekmneh, ghjatccjh ctnjdfk j cjplfybb "rekmnehyjq CMS". j tcnm nfrjuj ldb;rf, d if,kjyf[ rjnjhjuj ,elen exntys hfpkbxyst fcgtrns rekmnehs.

jcjdst gkfnrb cgfcen vbh

lfdyj pfvtnbk - xtv vfcinf,ytt xtkjdtr, ntv ,jkmit tve [jxtncz ujdjhbnm j dscjrb[ vfnthbz[. fghbvth, ukfdf bynthytn-futyncndf iMHO VI hcty tdfpjd yf rjyathtywbz[ hfccrfpsdftn yt ghj ,f,kjc, f ghj nj, xnj xthtp 20 ktn dtcm vbh ,eltn bcgjkmpjdfnm ecnhjqcndj iAll, cjcnjzott bp rjktw, ,hfcktnjd b rhjrjlbkjds[ gjlnz;tr.

cdjtq ktrwbb j ,eleotv fhrec nj;t hfccrfpsdfk, xnj gjkmpjdfntkmcrb[ bynthatqcjd yt ,eltn. eltn evyfz jlt;lf, rjvgm.nths ,elen ghtlcnfdkznm bp ct,z gjlj,bt yjcjdjuj gkfnrf. j;yj ,eltn ljcnfnm gkfnjr, [jhjitymrj dscvjhrfnmcz - b gjgfcnm d ynthytn. ;t ctqxfc bpj,htntys nrfyb c ,fnfhtqrfvb. cxtpyen rjvgm.nths rfr ghtlvtn: dct ye;yjt ,eltn hfcgjkj;tyj d xfcf[ b hexrf[.

j,otv, nen yt [dfnfkj heccrb[ aenehjkjujd, xnj,s hfpuhjvbnm 'nb ghjuyjps nfr ;t, rfr htdfpjdcrbt. tv ,jktt xnj z yjen,er yjdsq regbk ytlfdyj, ;fkrj ds,hfcsdfnm.



hvbnf;, nhtyl-ctnnths b fvthbrfycrbt rkjys

fr ujdjhbk vjq pyfrjvsq exbntkm gj .pf,bkkbnb, yfcnjzobq ;ehyfkbcn ljk;ty dshfcnbnm lthtdj, csyf b ljv, f nfr;t dpznm bynthdm. e fhrecf. nj z gjcgtibk b cltkfnm.

- pflfv dfv blbjncrbq djghjc. uj yfdthyjt pflf.n dct. nj cbvdjkbpbhetn dfif ikzgf?

- nj cbvdjk njuj, xnj k.ltq j,]tlbyz.n hfpyst rekmnehs b hbnefks dj dctv vbht. fr;t jyf pf,fdyfz b pfgjvbyf.ofzcz.

- tcvjnhz yf gkjnysq uhfaabr, ds gjctnbkb vyjuj rekmnehys[ ljcnjghbvtxfntkmyjcntq. rf;bnt, xnj dfv gjyhfdbkjcm d hvbnf;t?

- kz vtyz gjctotybt fyrn-tnth,ehuf, hvbnf;f ,skj xtv-nj jcj,tyysv. ybrjulf yt ,sk nfv. dbltk htghjlerwbb rfhnby hvbnf;f, yj ybrjulf dbltk b[ d jhbubyfkt. dbltnm e,tycf, tv,hfylnf d jlyjq rjvyfnt - 'nj ghtrhfcyj. xtym bynthtcyf tubgtncrfz rjkktrwbz.

- yfc tnth,ehu yfpsdf.n "rekmnehyjq cnjkbwtq", joenbkb kb ds tt rekmnehe?

- fyrn-tnth,ehu, rfr b ltccf, jxtym jnrhsn lkz hfpys[ yfwbjyfkmyjcntq. ybrfkmyst cjjhe;tybz bnfkmzycrjq rekmnehs. nj jxtym vyt gjyhfdbkjcm.

- f dfi dpukzl, r rjve jccbz ,kb;t c njxrb phtybz yfwbjyfkmyjq rekmnehs? jcktlytt dhtvz eyty d jcyjdyjv rkjybhetn fvthbrfycrbt ghjtrns - nfrbvb rkjyfvb zdkz.ncz RuTube, "rjynfrt", "lyjrkfccybrb". dbltntkmcndetn 'nj j ,kbpjcnb vtynfkbntnf?

- jccbz ,kbprf gjybb, hfywbb, bnf., thvfybb. , rf;tncz ,jktt bylbdblefkbcnbxtcrfz cnjhjyf. j irfkt ";tycndtyyjcnb/ve;tcndtyyjcnb" jxtym gj[j;t yf jccb.. j d jccbb ,jktt cbkmyjt ytghbznbt ytjghtltktyyjcnb. lyfrj jccbz gjcktlybt dhtvz jxtym ghb,kb;ftncz r . xtym vyjuj dtotq nfrb[ ;t, rfr d . fghbvth, jccbz pfybvftn dnjhjt vtcnj gj xbcke vbkkbfhlthjd.

- j;yj kb crfpfnm, xnj cnhfys c ,jkmibv ehjdytv ghjybryjdtybz ynthytnf zdkz.ncz nhtyl-ctnnthfvb d tnb?

- tn, 'nj yt cdzpfyj. bykzylbb b jhtz ,jktt bynthytnbpbhjdfys, nfv ,jkmit ,tcgkfnyj ljcnegf. lyfrj jyb yt nhtyl-ctnnths.

- frbt cfvst kexibt cfqns lkz ve;xby, f rfrbt lkz ;tyoby?

- s yt ghjdjlbkb cgtwbfkmyjuj bccktljdfybz 'njq uheggs cfqnjd. dbltk vyjuj rhfcbds[ cfqnjd d , gjybb. j ds,hfnm jxtym ckj;yj.

- rfr fv Style.com?

(fhjy jnrhsdftn cfqn b yfxbyftn fyfkbpbhjdfnm)

- lbdbntkmyj, xnj dct cltkfyj d ghbukeityys[ njyf[. lbdbntkmyj 'ktufynysq. y yt 'rcnhfdfufynysq, rfr vyjubt bynthytn-vfufpbys. uj wdtnf jxtym dt;kbdst. jve ghbyflkt;bn 'njn cfqn?

- Conde Nast.

- ckb ,s z gjcvjnhtk njkmrj yf hbceyrb bkb ajnjuhfabb, z ,s gjlevfk, xnj 'nj cfqn vtlbwbycrbq bkb jabcyjuj j,jheljdfybz. xtym cgjrjqysq. j'njve yhfdbncz. hfdlf xenm elbdkztn 'nj.

- julf vs dsgjkyzkb pflfybt gj cjplfyb. gthcjyf;tq, e vyjub[ exfcnybrjd gjkexfkbcm j,hfps ytcrjkmrj ythtfkbcnbxyst: "lbpfqyth, cblzobq d gfhrt" bkb "lbpfqyth, rjnjhjve yt df;ys ltymub" (ghzvj uthjq geufxtdcrjq gtcyb ghj vbkkbjy fkks[ hjp). vtyz ckj;bkjcm dgtxfnktybt, xnj vs vtxnfkb ,jkmit, xtv xnj cjplfkb. nj nfrjq hjvfynbpv heccrjuj [fhfrnthf?

- nj ,sk rfr ,s gthdsq gjl[jl, xnj,s gjlevfnm, rnj 'nb k.lb. jyznyj, xnj ytrjnjhst gthcjyf;b ,skb ythtfkbcnbxys bkb yfbdys. j ds yfxfkb levfnm j b[ ltzntkmyjcnb. nj jxtym [jhjij. j vyjub[ j,kfcnz[ lbpfqyf b dj vyjub[ ghjtrnf[ 'nj yt jgbcsdftncz. jnz ds crjywtynhbhjdfkbcm yf ahbkfycthf[, yj egecnbkb df;ysq ctuvtyn rjhgjhfnbdys[ lbpfqythjd.

- fr ;t yfqnb bltfkmyjuj gthcjyf;f? nj ,s fdfyn.hbcns b hjvfynbrb yt ds,bdfkb vyjuj ,.l;tnjd.

- jhjibq djghjc. exitt, xnj ds vj;tnt cltkfnm - 'nj yfqnb yfcnjzob[ gjkmpjdfntktq, xnj,s jyb ghjrjvvtynbhjdfkb dfib[ gthcjyf;tq. nj,s jyb crfpfkb, ljcnfnjxyj kb jyb htfkbcnbxys, vfkj b[ bkb vyjuj.

- rfr dfv gjyhfdbkfcm bltz "cktlbnm pf lbpfqythjv, vj;tn jy gmtn d ,fht"? tqxfc cjplftncz vyjuj cbcntv jabcyjuj ckt;tybz. fcrjkmrj frnefkmyj 'nj lkz ?

- nj yfheiftn xfcnye. ;bpym. vthbrt 'nj ytdjpvj;yj. yfc djghjcs, rfcf.obqcz pfobns xfcnyjq ;bpyb, jxtym jnkbxf.ncz jn bykzylbb b jccbb.

- ksifkb kb ds ghj bccktljdfybt cgtwbfkbcnjd futyncndf "jlyfz txm" j ctuvtynfwbb hjccbqcrb[ gjkmpjdfntktq yf jcyjdfybb yfitq kbnthfnehs? yb dsltkz.n 5-v nbgjd - egtw, fpfr, neltyn, bpytcvty b eccrfz eif. nb j,hfps dpzns bp jujkz, jcnjtdcrjuj, cnhjdcrjuj. ybuf yfpsdftncz "tkjdtxysq vfhrtnbyu".

- tn, z yt cksifk. dexbn jxtym pfvfyxbdj. cj,tyyj uhfabrb bynthtcys. ckb ds edblbnt 'ne rybue yf fyukbqcrjv zpsrt, gj;fkeqcnf ghbikbnt ccskre.

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