Abstract

The article investigates the issue of determination of activity as a social phenomenon in the context of the archetypal-value approach and proposes a methodology for analyzing social phenomena based on it. In particular, the principles of traditional praxeological and innovative archetypal-value approaches to activity are compared and common and distinctive features in their methodology are singled out. It is believed that the archetypal-value approach is relevant for the analysis of socio-cultural activities, because it takes into account three projections in which it is carried out: personal as subjective, transpersonal as objective and interpersonal as intersubjective. From the position of socio-philosophical analysis, the generalization of the procedural characteristics of activity as its conceptual foundations is carried out. The analysis of the level and quality of the influence of archetypes on the activity is made on the basis of interpretation of archetypes in their connection with the concepts of “value”, “image”, “pattern”, “symbol”. The functional deterministic influence of archetypes and values presented in them on orientation and coordination, stereotyping and standardization, integration and systematization as indispensable components of any kind of activity is characterized.