Silkin Vladimir

The article considers the processes of the formation of myths and stereotypes in the information society, the assessment of their role and influence in state administration, where the author’s attention is focused on socio-communicative parameters that determine the quality of the interaction in the system “society-power” justifying the need in the development of new models and mechanisms for information management allowing to respond adequately to the challenges of the information age. In the information society, there is a transformation of the traditional forms of social interaction. Receiving information, transforming it, and generating new knowledge can not only provide unprecedented depth and practical effectiveness of information for all areas of life, but it can also become the basis of social forecasting and management. The myth provides the key towards “understanding” of things, forming the topography of the inner world, fastening together the practical (skills, abilities), interests and needs, as well as intuitiveness to the point of the material and spiritual experiences, setting out the stereotype of social behavior.

The article is devoted to the conceptualization of human capital development trends in the Russian the new information environment. It is focused on the relationship and interaction of social, cultural and information processes, on the issues of the transformation of communicative space, assessing new risks and threats in the development of human capital caused by formation of the information society.