To be generous Here we turn to the spiritual dimensions of this concept.

The Declaration adopted by Congress noted that “it is necessary to promote a new worldview that develops a culture of peace based on respect for human life, freedom, justice, solidarity, tolerance, human rights and equality between men and women.” Since then, the meaning of the concept of culture of peace has expanded significantly, supplemented by new components.

Today, the culture of peace goes far beyond the traditional notion of international peace as the absence of war and includes the following components:

respect for life, people and their rights, renunciation of all forms of violence and commitment to conflict prevention by eliminating the causes of conflicts, as well as solving problems solely through dialogue and negotiation, recognition of equal rights and opportunities for men and women, recognition of rights freedom to express one’s opinions and beliefs and to receive information, commitment to the principles of democracy, freedom, justice, tolerance, solidarity, cooperation, pluralism, dialogue and mutual understanding between peoples, ethnic, religious, cultural and other groups and individuals … commitment to the principles of a socially oriented society, willingness to care for the environment.

Let’s dwell in more detail on each point.

Respect everyone’s life

If the resolution of any conflict is based on the need to strictly respect human rights and freedoms, on the need to ensure their implementation for each member of society, the result can be a society of common prosperity and stable prosperity. An important role belongs to education, because it is impossible to solve problems and implement some tasks or ideas without understanding their essence.

In 1993, the World Plan of Action for Human Rights Education and Democracy was adopted in Montreal, and the Decade of Human Rights Education was proclaimed. By the way, if you look closely, these principles are actually laid down in the 10 Christian commandments, the observance of which, according to the Bible, is the way back to paradise. Some people talk about the need for economic growth, political stability and other reasonable things, but life will be much better tomorrow if all earthlings recognize and strictly respect each other’s rights.

Reject violence

Among the principles of a culture of peace, the priority is the rejection of violent methods of resolving any conflict, the inadmissibility of human casualties, the avoidance of violence and conflict in its infancy. Violence has been inherent in humanity throughout its centuries-long history. It has almost established itself as the main function of the state and statehood in general, penetrated into culture, education, relationships in the family, society, team, at the interstate level. Many great humanists at various times argued that violence can be overcome only by opposing it with tolerance, respect for the opinions of others, for foreign culture and its components such as traditions, customs, religious and political beliefs.


Here we turn to the spiritual dimensions of this concept. Being generous is not just about appealing to the rich. Everyone is capable of this. To be a generous soul means the ability and desire to live in harmony with each other, to share material and spiritual goods, to give their time, patience, strength to overcome and eradicate injustice, oppression, discrimination on any grounds. The generosity of the soul is one of the key components of becoming a “spirit of peace.”

Listen to hear

First of all, it means the need to defend freedom of thought and cultural diversity, to strive for dialogue and mutual understanding, to avoid categorical judgments and assessments, not to reject those who think differently, to treat other people’s opinions with respect.

Freedom of speech and dissemination of information is one of the universally recognized and integral components of fundamental human rights and freedoms. This is an important factor in strengthening peace and international understanding. The media are designed to promote a culture of peace on our planet. Special attention was paid to issues related to the information support of the concept of a culture of peace at the 30th session of the General Conference of UNESCO.

Protect our planet

Prosperity, justice and a healthy environment are today’s humanity’s dream of a better future. And no concept of a culture of peace will help when breathing becomes nothing. It will be sad to achieve high rates of economic growth in a situation where there is nothing to protect. And one more thing: you can shout about the need to protect the environment for months, years and decades. In reality, nothing will change. It is necessary that the consciousness of a new type becomes the property of everyone, it is necessary to start changing the world with yourself.


In 1995, the General Conference of UNESCO adopted the so-called Declaration of Principles of Tolerance. “Tolerance is what makes peace possible and leads from a culture of war to a culture of peace,” the declaration said. The concept of “tolerance” is defined as follows:

respect, acceptance and correct understanding of the diversity of cultures of our world, forms of self-expression and manifestation of human individuality, rejection of dogmatism, absolutization of truth and affirmation of norms established in international legal acts in the field of human rights.

Tolerance is not a concession, indulgence or indulgence, but above all an active position formed on the basis of the recognition of universal human rights and fundamental freedoms.

Tolerance is the privilege of strong and intelligent people, people who do not doubt their ability to move forward to the truth through dialogue and diversity of views and positions.

Equality of men and women

A culture of peace cannot achieve its goals without solving this problem, because such inequality immediately exacerbates other types of inequality inherent in modern human civilization. Woman, in its biological basis embodies peace, procreation. In absolute cases, it plays a major role in preserving the family, maintaining positive age-old traditions, and in modern civilization is increasingly influencing the progress and development of society.

UNESCO’s efforts under the Women and Culture of Peace program have made it possible to prepare a plan of action for the future. It aims to prevent new forms of discrimination and violence, to increase the role of women in the peaceful settlement of conflicts at the national and local levels.


Democracy is based on the principles of open discussion, persuasion and compromise. The important role of such a discussion in a democratic society is explained not only by the fact that there are different points of view and interests in most political issues, but also by the fact that they all have the right to be expressed.

Democracy presupposes diversity of views and pluralism within society, as well as equality of all its members. Finally, there is no model of democracy “for all countries” because its very essence presupposes the obligatory reflection of the peculiarities of each society.

All this makes it possible to consider the culture of peace as a universal worldview model, which has absorbed the most important principles of democracy, human rights, the concept of tolerance, stable development of human civilization.


National Brand of South Africa: the concept of “brand of the country”. Abstract

To better understand the concept of “brand of the country” it is necessary to define the essence of “brand” in its native environment – trade.

Our world is becoming more and more “branded” in it not so much a product, a person or a country in itself leaves an imprint in our consciousness, but only its image, which does not always reflect the real state of affairs.

Jean-Noel Kepferer from the Paris School of Management emphasizes what the brand means to the consumer: “A brand is not a product itself. It is its essence, meaning, purpose, and the consumer identifies it in space and time.” A similar view is shared by Stephen King of the advertising agency J. Walter Thompson: “Products are something made in the factory; and a brand is what a consumer buys. Products can be copied by a competitor; a brand is unique. Products can be obsolete; and a brand is eternal. ” …

That is, we can say that the created image (not the product) determines the attractiveness of the object for the consumer. This fully applies to the brand of the country. After all, states and territories also offer foreign companies and foreign citizens a product, namely – itself as a center of tourism, a good place to do business or invest, market, supplier of quality goods, etc. Such a means of improving the country’s image widely used in many countries around the world. South Africa is no exception, and its experience can be useful to countries with similar development paths.

South Africa: for the unity of the nation. Historical realities as a catalyst for change

Over the last decade, South Africa has undergone a radical transformation. The apartheid regime ceased to exist, and was replaced by a strange dual state in which the modern industrial information economy is forced to coexist with the traditional African system, the skyscrapers of Johannesburg and Cape Town – with shacks and excessive impoverishment. – with the ruling black majority.

While the president of South Africa was Nobel laureate Nelson Mandela, his personal image gave respectability to the whole state, but after the expiration of his term, problems that were previously less noticeable came to the fore. After the dismantling of the brutal repressive regime in the country, crime rose sharply, most South African companies, which were the pride of the national economy, moved their headquarters to London or Zurich, and emigration increased. In the minds of foreign businessmen, South Africa has become more and more like a typical African country with typical African problems – incompetence and corruption of the ruling circles, poverty and AIDS.

Finally, despite all the government’s efforts, society remained divided. According to a 2000 poll, only 28% of the population could be classified as “new South Africans” – multicultural, sharing democratic values ​​and lacking racial and national prejudices.