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A?>;L7>20=85 :@8B5@8O t-!BLN45=B0 4;O 7028A8@>: 2KO28;> AB0B8AB8G5A:8 7=0G8F5=82051J5:B>2  CAA:89 8  5;L:> 4;O H:0;  1>528BK9 - ?0AA82=K9 (t = -1,08; df = 147; p = 0,28) 8  0:B82=K9 - 8=5@B=K9 (t = 1,46; df = 147; p = 0,14)    0 V r  $ 0 H     | ~ üǸݸ{h[,YhOJQJ^JhaOJQJ^Jha hghh0nOJQJ^JhOJQJ^J hhh hq{]h2hh2h< h h< h h h hQ%hQ%hQ%hQ%5 h"75 hQ%5 ha50R<))))0000000$$7$8$H$Ifa$gd $7$8$H$a$gdQ%$7$8$H$`a$gd@O $7$8$H$a$gdQ% $7$8$H$a$gd 8$1$7$8$H$`a$gd@O $1$7$8$H$a$gdQ%Jj * . 6 B ` d 24DX`bRHJrzļ{hJvB*phh B*]phh{h B*]phh{h B*phh B*ph h{hwhwh9jh hvhOh]"h2h"]hB/lhOJQJ^JhaOJQJ^JhhOJQJ^J hgh0z\^zBFLNPR@BDVXZp^`t 6:<bȹȵȵȽh@hmh(h%uhnuhY,hihZ th< hKuR hKuRhKuRh()h{h{B*CJOJQJ^JaJphhJh"]hffh? h{hh hJv< Pjnp|~$*@P^*.02,b#d#f#|u haha hahBhBhBB*phht0GB*phht0Gha hBh]f hBh= hBhtmk hBh% hBhhchh{ehhtmkh%h.hu h h9Oh}wh}whmh(hjPyh&,f#h#j#v##^$`$b$|$$$$%*%.%%t&&&'T'''''(.(0(Z(^(d(r(((((((()))))))ŽŹŹŵűűŭŹwh khY,5 h k5h kh k5h ^h|h!56hCwha h?hvY hvY h 8h#dhSh"qhYh5h hBhhBB*CJOJQJ^JphhBhBB*ph hahB h#dh#d hah&-)*f*r***********++b+d+p+r++++++f,,---------. .".b.d.v........................(/j/l/~////ϽϽϽϽϽϽϽϽϽϽϽϽϽϽϽϵhJhX hoIh 8hCw huh 8h 8 huh&!h"$/hh&! h=hY,ha h+\Lh+\LhY,hC#G///000000000000000000111*1,181:1<1F1P1\1^1z1|1~111111111111111ʾʹ} h\yh 8haM}h 85mHsH hh 8haM}h 8mHsH hT-h 8hT-h 85hh 85 h 85hQ%h)T5CJaJhQ%h 85CJaJhQ%hQ%6CJaJhQ%h 86CJaJ h}eh 8 hoIh 8h 8100000001p~kd$$Ifl400 $`v  t0644 la$$7$8$H$Ifa$gd111,1:1n]]]$$7$8$H$Ifa$gdkdk$$Ifl40F $ v  m t06    44 la:1<1P1^1|1J999$$7$8$H$Ifa$gdkd$$Ifl0F $v v w   t06    44 lap|1~1111J999$$7$8$H$Ifa$gdkd$$Ifl0F $v v w  t06    44 lap11111o^^^$$7$8$H$Ifa$gdkdx$$IflFF $v v w  t06    44 la11112J999$$7$8$H$Ifa$gdkd$$Ifl0F $v v w   t06    44 lap1222 2&2(24262:23@3h3l333@4B4D4F4H4Z4n4p4~4444444444444444444444555(5*5,5J5L555R6T6̽hZSh 8aJ hZKaJ h 8aJh\yh 8aJ hZSh 8h|hZKhaM}h 8mHsH h\yh 8h 8J222 2T6==J>>>>> $7$8$H$a$gd 8kd$$Ifl0F $v v w  t06    44 lapT6x6z6666666666666666666\7^7z77777777V8X8z88:9<9H9J9V9X9^9l9n9~99 ; ;>>>8?????????? @@$@L@@@AAAA"A2A8AFANAXAZA\BBPCVC*D.DBD^DzDDDDDDDǿ h@h@h9/hKBhj.hxeh@h@jhw"h_NhaM}hGmHsH hGhGhx<hGhCqhvhImHsH hx<hIhC{phIhEhhQ%h@OCJaJhQ%h 8CJaJ3DEE0E4EHERETEhEjE|E~EEEEEEEEE F$F&F(F.FTFVFG,GPG\GzG|GGGGGGGGGGGGHHHJILIŸū}h@Ohb4 h%@hx<h)T h%@h4kh4kh+\Lh&Zhx<hkhH05CJ\^JaJhj.5CJ\^JaJh k5CJ\^JaJhx<5CJ\^JaJhxe hj.hH0 hj.hj.hj. h@h@h@0LIbIrItIvIIIIKKLLL0MRMTMzM|MbQQQ(RtRvRRRRRRRR\SSUUWPWYNYYZZZZZZZZZZ [[2[[[[[[[:\<\]⹵ĵĢh__ hcuhx<h"7hfhhh@Oh3zmH sH h$=i h@Oh@O h3zh3zh3zmH sH hh3zh$h4kjh0JUhx<hw=]]]]]^<^z^|^^^^^^$_._Z_|_____4``` aTa\a~aaaaaabbbbjclcncccccccccccccccŽŹɣɣɣɣɐ h.hH0hFmH sH hF h.hj.hKh)T hKhKhi3h oJh?wh.hj.hohhh*h?wh.mH sH hf hcuhx<h"7hx<hx 2KO2;5=> 7=0G8<KE @07;8G89 AB5@5>B8?>AB5@5>B8?>< =5F5=8205BAO @CAA:8<8 8A?KBC5<K<8 A;54CNI81@07>= A:>@55 4>25@G82K9 G525@=K9, A:>@55 25A5;K9 G5@55 A<5;K9 G5@55 >B:@>25==K9 G5@55 I54@K9 G5G8B5;L=K9, A:>@55 ?@>I0NI89 G5@G82K9.  0CB>AB5@5>B8?5 @CAA:8E >A>1> 2K@065==K:07K20NBAO A;54CNI85 :0G5AB20 (G5;LH5 G8A;>, B5AB8): B8?8G=K9 @CAA:89  25A5;K9 (1,8), I54@K9 (1,5), AB:@>25==K9(1,3), 4>25@G82K9(1,3), ?@>I0NI89(1,3). 7 457040?B82=KE :0G5AB2 6=> =0720BL A;54CNI85: @CAA:89 >:070;AO A:>@55 8=5@B=K:>9=K@55 =5C25@5==K< G5< 70AB5=G82K@55 =5?@0:B8G=K< G5< ?@8=F8?80;L=K@55 15AH010H=K< G5< A<5;K@55 65AB:8< G5< B25@4K@65==K4=>2@5 8<?C;LA82=K 65 :0A05BAO 35B5@>AB5@5>B8?0 =5 2 ?@54;>65==>9 45;8 (3> =5;=>ABLN >BACBAB2CNB 457040?B82=K5 :0G5AB20. A>1> 2K@065==KAB5@5>B8?5 =5:07K20NBAO A;54CNI85 :0G5AB20: B8?8G=K9 =5=>AB>@>6=K9 (1,7), B@C4>;N182K9 (1,7), C25@5==K9 (1,6), >@30=87>20==K9 (1,6), :@8B8G=K9 (1,5), C 0=0;>388 A 40<8, ?@8<5=5==K@:5 @CAA:8E, @@5;OF88 4;O :064>9 87 32 H:0; 4;O 2A5E >F5=82051J5:B>2 =0 2K1>@:5 =5<F52. 0;55 <K A@02=8;8 1>9 >1@07 =5 A0AB5@5>B8? =51@07>< @CAA:8E C =5AB5@5>B8?>;L7>20=85 :@8B5@8O t-!BLN45=B0 4;O 7028A8@>: 2KO28;> 7=0G8F5=82051J5:B>2  CAA:89 8  5;LH85 @07;8G8O 1K;8 ?>;CG5=K 4;O H:0;  25A5;K9  C3@N;L:> 25A5;55, 2 B> 2@5<O :0: =548BAO 2 457040?B82=>9 7>=5: >=  C3@N<K9 t = 3,66; df = 65; p < 0,001)  A0C25@5==K9  70AB5=G82K9 (=5<5F  A0C25@5==K9, @CAA:89  70AB5=G82K9 t = -4,05; df = 65; p AB>@>6=K9  15AH010H=K9 (=5AB>@>6=55 t = -5,13; df = 65; p @65==K9  @0A:@5?>I5==K9 (=5@65==K9, @CAA:89  @0A:@5?>I5==K9 t = -4,86; df = 65; p 1:89  A<5;K9 (=51:89, @CAA:89 - A<5;K9 t = -4,47; df = 65; p < 0,001). "8?8G=K9 =5<5F E0@0:B5@87C5BAO =5<5F:8<8 8A?KBC5<K<8 A;54CNI81@07>= A:>@55 :@8B8G=K9, G525@G82K9, A:>@55 A5@L57=K9, =565;8 C3@N@55 =5381:89, G5@=K9, A:>@55 >B:@>25==K9, G5@55 A?>:>9=K9, G5@55 A:C?>9, G5=>3>, >= >F5=8205BAO 8@55 :0: C25@5==K9, G5< :0: A0C25@5==K9, A:>@55 8718@0B5;L=K9, G5@55 >AB>@>6=K9, G51:89, A:>@55 70B>@65==K9, G5@30=87>20==K9 8 A:>@55 B25@4K9, G5AB5@5>B8?5 =5A>1> 2K@065==K:07K20NBAO A;54CNI85 G5@BK (G5;LH5 G8A;>, B5AB8): =5AB>@>6=K9 (1,2), :@8B8G=K9(1,1), =54>25@G82K9 (0,9) 8 A5@L57=K9 (0,9). 'B> 65 :0A05BAO 35B5@>AB5@5>B8?0 @CAA:8E, B> B8?8G=K9 @CAA:89 A B>G:8 7@5=8O =5<F52 8;L:> 425 2K@065==K5 G5@BK. = M:>=>;CG5==K5 =0@@5;OF8>==K5 1J5:B>2 >F5=:8: =55 8 O-8450;L=>5 (A72>;ONB A45;0BL @O4 4>?>;=8B5;L=KE 2K2>4>2: "01;8F0 2. >@@5;OF8>==0O F5=82051J5:B>2  @8<5G0=85: * - p<0,05; **- p<0,01; ***- p<0,001; ( )  A B.7. @CAA:8E; ()  A B.7. =5-?5@2KE, ?@54AB02;ONB 8=B5@5A ?>;CG5==K5 :>@@5;OF88 1AB25==KAB5@5>B8?>< =51@07>< =5AB5@5>B8?>< @CAA:8E (A@@5;OF8>==K5 40==K5 >4=>7=0G=> ?>:07K20NB, GB> 8450; @CAA:8E 1>;LH5 :>@@5;8@C5B A 35B5@>AB5@5>B8?>< =5<F52 (r=0,68;p<0,001), G5AB5@5>B8?>< @CAA:8E (r=0,42;p65 2@5F5=:0 A03> A51O 1;865 : >1@07C AB5@5>B8?=>3> @CAA:>3> (r=0,62;p<0,001) G51@07C AB5@5>B8?=>3> =5<F0 (r=0,47;p;55 2K@065==>9 40==0O B5=45=F8O =01;N405BAO 2 >B=>H5=88 =5AB5@5>B8?=>1@07C B8?8G=>3> @CAA:>3> (r=0,41; p>1I5 =5 :>@@5;8@C5B A 0CB>AB5@5>B8?=K1@07>< =5F5=:0 =5<F0<8 A03> A51O (O-@50;L=>5) 1;865 : 8E 35B5@>AB5@5>B8?=>1@07C @CAA:>3> (r=0,36; p<0,05) G5AB5@5>B8?=>1@07C =5;0305 2 >B=>H5=88 @CAA:8E MB8 40==K5 3CB 8=B5@?@5B8@>20BLAO B0:81@07> @CAA:85 284OB 2 >1@075 =51@075F, =0 :>B>@K9 >=8 AB@5E>68, A>1AB25==K9 0CB>AB5@5>B8? @CAA:8E, ?>-28484>;605B >AB020BLAO 4>AB0B>G=> CAB>9G82K1K 2>A?@5?OBAB2>20BL MB8< 87<5=5=8O 65 :0A05BAO =5 745AL, ?>-2848;L 83@05B D0:B>@ 8=48284C0;87?A8E>;>38G5A:85 8AA;54>20=8O ?>:07K20NB, GB> 5A;8 @CAA:8E =0 H:0;5 8=48284C0;87;;5:B8287@55 6=> >B=5AB8 : :>;;5:B828AB0 =5O2;ONB A51O :0: 8=48284C0;8ABK (8=45:A 67 ?> %>DAB545 [11]), GB> >G5284=> <5H05B 820BLAO A> A2>59 MB=8G5A:>9 3@C??>9 [A:85 :>@@5;OF88 =01;N40NBAO   8 0CB>AB5@5>B8?=K1@0703> =5<F0 (r=0,71;p 3>2>@8B > B> ?@54AB02;5=85 @CAA:8E > =5 : ?@54AB02;5=8N =5 A0 A@02=5=8N A 8AA;54>20=85< (7=0=8O =5428=C;8AL 2?5@54 (A r=0,48 4> r=0,71).-BC 3;0A>20==>AB8 .;?>@B [9] =07K20; :@8B5@85AB8 AB5@5>B8?0, 0 .5209= 8 .M1>7=0G8;8 :0: @50;L=K9 :>=5=B MB=8G5A:>3> >1@070.  B>65 2@5@@5;OF88 - 8 0CB>AB5@5>B8?=K1@0703> @CAA:>3> =5 =01;N405BAO (r=0,02). -B8 40==K5 1;87:8 : B5 1K;8 ?>;CG5=K =0 2K1>@:0E 81>48 8 (:07K20NB, GB> B08=AB25==0O @CAA:0O 4CH0 >AB05BAO =5<F0 A8E ?>@ =5?>=OB=>9. !@02=820O ?>;CG5==K5 =0<8 40==K5 A 40==K48 8 (<5;520 6=> A45;0BL 2K2>4 > 4>AB0B>G=> 2KA>:>9 AB5?5=8 AB018;L=>AB8 :0: 0CB>AB5@5>B8?=KE B0: 8 35B5@>AB5@5B8?=KE >1@07>2 B8?8G=>3> @CAA:>3> 8 B8?8G=>3> =5@@5;OF88 AB5@5>B8?=K1J5:B>< B8?8G=K9 @CAA:89 2 =0H520=88 8 8AA;54>20=88 (<5;520 (r = 0,65; p<0,001), 0 1@07>3> =5<F0 2 =0H520=88 8 2 8AA;54>20=88 81>48 (r=0,72; pAB5@5>B8?=KE >1J5:B>2 MB8 A2O78 >:070;8AL 5I5 1>;55 7=0G8<K1J5:B0 B8?8G=K9 @CAA:89 2 ?@54AB02;5=88 =5 8AA;54>20=8O 8 2 8AA;54>20=8O 81>48 (r=0,84; p1J5:B0 B8?8G=K9 =5<5F <564C =0H8<8 8A?KBC5<K<8 8 8A?KBC5<K20=88 (<5;520 (r=0,88; p65 2@55 @0AAB@5=85 AB5@5>B8?=KE G5@B ?>72>;O5B A45;0BL 2K2>4 > B> 2 A>45@60=88 MB=8G5A:8E AB5@5>B8?>2 ?@>87>H;8 7=0G8B5;L=K5 87AB5@5>B8?5 @CAA:>3> >AB0;0AL ;8HL >4=0 457040?B82=0O G5@B0, >:0702H0OAO : B>9. CAA:89 >F5=8205BAO A:>@55 ?@8A?>A>1;5==K<, =565;8 ?@0:B8G=K< (t = 2,07; df = 147; p 20=88 (BAL @0=55, B0:8E 457040?B82=KE G5@B C @CAA:>3> 1K;> 1>;LH5: @CAA:89 1K; A:>@55 8=5@B=K:>9=K@55 =5C25@5==K< G5< 70AB5=G82K@55 =5?@0:B8G=K< G5< ?@8=F8?80;L=K@55 15AH010H=K< G5< A<5;K@55 65AB:8< G5< B25@4K@65==K4=>2@5 8<?C;LA82=K5B=>A8B5;L=>@1@070 B8?8G=>3> @CAA:>3> (G5;LH5 G8A;>, B5;LH5 87<5=5=85), ?CABL <5AB0 2K@065==>9: 87 =5381:>3> @CAA:89 AB0; 381:8I5==K< (1,6), ?5@5AB0; 1KBL =5?@0:B8G=K= AB0; 25A5;55 (1,3), A:>@55 @0AB>G8B5;L=K<, G5< 15@56;82K@55 C25@5==K<, 0 =5 =5C25@5==K@55 2>71C645==K< (0,9) 8 0:B82=K:>9=K< 8 8=5@B=K<, A45;0;AO <5=55 15AH010H=K< (1) 8 15AB0:B=K;55 1>528BKAB0;AO =587<5==K1@07 B8?8G=>3> =5BO 53> 87:070;8AL <5=55 7=0G8<K, 2 ?@54AB02;5=88 =5<F52 B8?8G=K9 =5;55 :@8B8G=K< (1,1), 8718@0B5;L=K< (1) 8 ;5=82K< (0,9), <5=55 15@56;82K< (1) 8 7028A8<K< (0,9). "0:81@07>2 =0H53> 8AA;54>20=8O A 1>;55 @0==820=8O48 8 (72>;O5B A45;0BL 2K2>4 > B>, =5AB@O =0 A>E@0=5=85 >?@545;5==KE :0G5AB2, B@048F8>==> ?@8?8AK205<KE @CAA:8< 8 =5<F0OI55 2@5<O 8<55B  8 0:B82=K9 ?@>F5AA B@0=AD>@B8?=KE MB=8G5A:8E >1@07>2. 081>;LH8< 87<5=5=8O:070;AO ?>425@65= 0CB>AB5@5>B8?=K9 >1@07 @CAA:>3>, 2 B@0=AD>@B>@>3> 70<5B=0 O2=0O 48=0B >1@07 AB0=>28BAO 1>;55 70?04=K8 457040?B82=K5 A2>9AB20. >-2848B ?@>F5AA B@0=AD>@3> >1@070 B8?8G=>3> @CAA:>3> 1C45B 0:B82=> ?@>B5:0BL 8 40;55, ?> :@09=59  B5E ?>@, ?>:0 1C4CB ?@>4>;60BLAO ?@>F5AAK M:>=>3> 8 ?>;8B8G5A:>3> A1;865=8O AA859 8 0?04>AB8 =53> >1@070 687=8 >AB020BLAO ?@82;5:0B5;L=K CA8;5=85 8 @0AH8@5=85 ?@>F5AA>2 8=B53@0F88 8 3;>10;870F88, ?@>8AE>4OI8E 2 A53>4=OH=5< B40;5==>< 1C4CI5< 65B ?@825AB8 : ?>AB5?5==><C AB8@0=8N @07;8G89 <564C MB=8G5A:8<8 3@C??0 MB>B ?@>F5AA ?@54AB02;O5BAO =0 4;8B5;L=K4=>7=0G=K;CG5==K5 =0A=>2>9 4;O ?>AB0=>2:8 =02KE 7040G, @5H0BL :>B>@K5 <K 1C45;L7CO =>2K5 :>A25==K5, B0: =07K205<K5 8<?;8F8B=K5 4K 2KO2;5=8O A>45@60=8O MB=8G5A:8E AB5@5>B8?>2, G5A2OI5=K =0H8 A;54CNI85 @01>BK. 8B5@0BC@0: 0;L .. >A;>28FK @CAA:>3> =0@>40. ., 1984. ".1 5154520 .. 2545=85 2 MB=8G5A:CN 8 :@>AA-:C;LBC@=CN ?A8E>;>38N: #G51=>5 ?>A>185.-., ;NG-!, 1999 0FCB> . A8E>;>38O 8 :C;LBC@0  !1.: 8B5@, 2003 1>;5=A:0O !.. 1@07 =59 =0@>4=>9 :C;LBC@5 /48AA59. >A:20, 1993 81>48 ., (<5;52 . ., =4@5520 . ., @0A5B8?>2 @CAA:>3> E0@0:B5@0 // >?@>AK ?A8E>;>388.1993. !3. !>;40B>20 .#. A8E>;>38O 9 =0?@O65==>AB8. .: !<KA;, 1998 $0A<5@ . -B8;>38G5A:89 A;>20@L @CAA:>3> O7K:0. ., 1996. ". 3. (4803=>AB8:0 ;8G=>AB=KE G5@B.  !1.: 5GL, 2002 Allport, G. (1954) The Nature of Predjudice. Cambridge, MA: Addison-Wesley. Hoffmann, E. (2000) Russland und der Westen in der Werbung. In: Rsch, Olga (Hrsg.): Stereotypisierung des Fremden  Auswirkungen in der Kommunikation, Wildau. Hofstede, G. (1980) Culture s Consequences. International Differences in Work-Related Values. Beverly Hills: Sage. Leyens, J.P., Yzerbyt, V., Schadron, G. (1994) Stereotypes and Social Cognition. London. Levine R.A., Campbell D.T. 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