Комунікації як основа соціалізації бізнесу: теоретико-концептуальне обґрунтування
Communications as Fundamentals of Business Socialization: Theoretical and Conceptual Substantiation

Summary/Abstract: Lately, a special attention has been paid to business socialization development as a very important aspect of the activity. Business activity relates not only to manufacturing material values or commodity exchange, but also to achievement of socially meaningful objectives and spreading universal values. It is through dialogue between the people and business, the company is finding its place in the general system of moral and spiritual values, adapts to the conditions of the social environment and creates favourable relations with it. So far, the processes of socialization of business were considered mainly from the point of view of management. The purpose of this research is to explicate the concept of business socialization in the view of its social and communicative nature. By means of systematization, generalization, structural-functional description and other methods of analysis of theoretical sources, the reflection of the notion of business socialization is considered. The connection with the principles of corporate social responsibility, scientific and practical approaches in the field of corporate communications and public relations is determined. Besides, the role and specificity of communications, features of the use of modern communication channels in the processes of business socialization are determined in the study. It is concluded that the concept of socialization of business should be considered from the standpoint of social communications as a kind of public relations, connected with the formation of public opinion and the harmonization of social relations. Socialization occurs during the interaction of business with a society through the systematic implementation of the principles of CSR in the strategy of development of companies. Communications in this context are seen as a system process, a tool for dialogue with the public environment and as a reputation management. In the future, the vector of socialization should complement and deepen the traditional understanding of PR-activities. As a communication tool and image management, socialization of business must become a leverage, capable of changing the internal motivation of business, influencing its strategy, focusing on the true material and spiritual needs of society.

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