The article is devoted to sociotechnical system management in the network society. The characteristic peculiarities of the sociotechnical system functioning are described by means of systemic methodology within the socio-anthropology approach. It has been empathized that the sophisticated system can not function without human involvement and outside the sociocultural environment where it exists. A multicomponent sociotechnical system includes noneconomic intangible assets in the form of the nominal capital to which, in particular, ecological, intellectual, ethnocultural and ethical ties are referred besides traditional technological structures and economic indicators. Coordinating all these aspects of such system functioning has become an unconventional scientific, engineering and organizational task. Artificial objects and systems created based on modern technologies, particularly biotechnologies and genetic engineering, as well as the informational and intellectual technology, can not be considered conventional either for technologies or sciences and humanities. It has been proved that system management factors are rooted in the communication system possessing a matrix structure, ultimately based on value paradigms and conventional norms of the intellectual, professional and corporate culture.
The article deals with the communicative technique tools aimed at modelling the meaningful context of a person's life world. The technique to construct life world is realized within the framework of the sociocognitive approach that focuses on contextual aspirations implied in discourse and forming the person's concepts about the universe. The matching conditions of ontological and existential scripts are to construct a meaningful field of consciousness within the social practice. Cognitive scripts of organizing mental experience and stereotypes of organizing mass consciousness are studied as framing tools. The role of public discourse and implied cognitive patterns in orientating for a futuristic image are identified. The role of stereotype perception and mental worldview in subconscious cognitive orientation is presented as the main framing tool for the scripts to construct the future.
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