ISSN 1811-833Х (Print)
ISSN 2311-7133 (Online)
The discussion elaborates the above idea of social technology and gives more staff for major differences in the spheres of communication, activity and values. Thus the differences between the natural and the artificial are problematized in the framework of the tradition of Moscow methodological circle (Georgij Schdrovirsky). In turn, the individual-social controversy gives rise for the polarization between the humanitarian and the social technologies. The latter are primarily identified with the network communication, which reduces individual intentions, desires and experiences to anonymous interaction limited to a certain technical pidgin. At the same time a fruitful difference is proposed in terms of three types of technical orientation deeply rooted in the interdisciplinary scientific research. There is a succession of the system-technical, the psycho-engineering and the social-technical trends, which consistently articulates the growth of the human-dimensional attitude towards any technology. The demand for a “soft” social organization and technologies aimed to the welfare of people should be accompanied by the criticism of technocratic power of the state and business, the impersonality of which is inherently requires the “hard” management of personality and community.