The limits of misunderstanding associated with the implementation of the radical transhumanist project of transforming human nature into a posthuman being through the development and implementation of biotechnology have been presented briefly. Human intelligence has prejudices and assertions, that are physical, but these obstacles must be considered in the context of history and culture, which in turn are independent of physical limitations. The issues, related to the digital transformation of society, through the introduction of new technologies, as the implementation stage of the concept of transhumanism, also have been considered in the article. The problems of the moral dimension of human activity, related to the intervention of the digitalization process in it, have been considered. Prudential reflection, precaution, respect for the integrity and lives of people, their dignity and freedom, justice and the common welfare should form the responsibility to future generations for all kinds of technological interventions. The authors have proposed a conception, based on an interdisciplinary approach, which allows us to interconnect different areas of knowledge in the field of bioethics, economics, philosophy, etc. in order to identify and assess the risks behind the use of technological innovations (digital transformation), in the implementation of the philosophy of transhumanism. The use of ethical postulates will create a structure in which management decisions envisage technological innovations based on their utility for benefits on the one hand and the well-being of people on the other hand.

Аннотация. Рассмотрены методические подходы к управлению стоимостью промышленного бизнеса. Исследована возможность применения ценностно-ориентированного подхода для эффективного управления уровнем показателей, характеризующих стоимость промышленного бизнеса. Дано определение понятия «ценностно-ориентированный менеджмент». Предложен набор оценочных показателей, между которыми была определена теснота взаимосвязи, и рассмотрено их влияние на стоимость бизнеса. Предлагается использовать новую парадигму управления количественными и качественными показателями, характеризующими стоимость промышленного бизнеса. Ключевые слова: бенчмаркинг, контур предельно допустимых показателей, методические аспекты, оценочные показатели, прогнозирование, стоимость промышленного бизнеса, ценностно-ориентированный подход.

The main objective in this paper is to analyze the impact of cross-cultural communication on increasing business profitability. In order to do that, the research is based on three main concepts: cross-cultural skills, which are considered in our study one the most strategical tools for companies’ success, concerning both the profitability and the image of any company. Cross-cultural communication, as stated by the anthropologist Edward Hall in his book The Hidden Dimension. Hall is most associated with proxemics, the study of the human use of space within the context of culture. Bearing in mind Hall’s considerations, the paper emphasized the need and importance of cross-cultural education for employees, as long as the goal of the companies is to position themselves internationally. Intercultural communication. Hall’s ideas have also had a significant impact in communication theory, especially intercultural communication, where it inspired research on spatial perception that continues to this day. In the digital economy, there are different indicators for measuring the level of cross-cultural skills within a company: a financial indicator such as return on sales has an important role. Sales play a fundamental role in the activities of any company and they are causally related to the cross-cultural skills of employees and entrepreneurs concerning company’s management. Business management style as well as the type of cross-cultural communication existing in the company will determine the international position of any company. Communication and cross-cultural skills contribute to a positive image of the company, since these are skills pointing out at companies with multilingual staff, with personal and professional experience living and working in different countries, experts on using innovative technologies, characteristics which will strongly impact on final profitability results. The paper concludes focusing on the importance for all the international companies to invest in the concept of intercultural communication and cross-cultural skills as a way of behaving in business, since these skills will reward them with increasing ratios of business profitability in international markets.

The authors carry out a study of the influence of various factors on the content of Russian federal channels. Using content analysis of the broadcast data were obtained to identify the influence of factors, characteristic for the stage of formation of a consumer society in Russia on the content of television channels and the analysis of conformity of telecasts the authors developed, criteria that have been formed and considered together with current trends in society related to the digitalization processes, and preferences of Russians. Television is an important social institution that should not only reflect the current situation in society, but also broadcast certain behaviors, culture and values. Television content requires a lot of attention, because now there are significant changes in the individual in the new conditions of digital communication. Modern television content should move away from the simple model of mass culture, which is based on a standardized approach based on entertainment content. Content should take into account modern consumer values.

The article provides a brief overview of the emergence of the legal market of online cinemas in Russia. The paper reveals that the Governments of many countries have a national policy that is aimed at maintaining internal programming on traditional video platforms. Such policies range from licensing, which requires serving the “public interest” and defines rules for the distribution of certain types of content produced domestically, to requiring content distributors to contribute to the financing of the production of domestic content. The authors investigate that during the implementation of these rules, the Russian government decided on the allocation of limited resources. There was also regulation on whether platforms can solely decide what content to offer their users, or whether viewers should also participate directly. The study concludes that the transition from traditional platforms to online distribution can reduce the effectiveness of existing regulatory regimes and deprive traditional platforms of audience and revenue.The world and Russian experiences of using the Internet prove that today modern information and telecommunications technologies can contain real threats to the violation of fundamental rights and freedoms of citizens, as well as to question the security of society and the state. The only exceptions are progressive or innovative areas related to the provision of new services and the expansion of opportunities for socio-economic development.As a result of the study, the paper identified four problems of Russian film distribution on digital platforms. The authors chose piracy as the first problem of online cinemas. Pirate sites not only illegally copy content from online movie theaters, but they also create copies of their own services to transfer their servers to another platform in case of blocking. The second problem was highlighted by the requirement for foreign owners. The third problem was highlighted by the high cost of online movie theater subscriptions. The authors consider the fourth problem the lack of financial support from the state.