WEB-ресурс научно-практических конференций

Bukanova O.

Zaporizhzhia National University , Ukraine

THE EVOLUTION OF THE MARKET OUTLOOK: ESSENCE, CONTENT AND DIRECTION

Globalisation of economic and social events brought about and affected new visions and different points of actions taken towards the outlook of the world market in today’s social times.

Outlook, which is often a factor in the evolution of life, in modern Ukrainian realities is the subject of the impact of market relations. Market outlook, which being shaped spontaneously in Ukrainian society now has a long history of evolution and formation in the world, the richest palette of accents from which we could build that model that appeals the best to the mentality of Ukrainians.

Before talking about the changes of the "market outlook" let’s discuss the vector of this phenomenon and make the number of fundamental points in the constructive area of ideas. Namely: 1) we do use this term market outlook" to refer to the phenomenon of rationalised attitude to the exchange of material resources in the world today, which describes the ability and practice of long term planning with regard to the consequences for contemporaries and posterity and 2) we’ll appoint the "market outlook" as a factor and one of the rehabilitation of social climate and relations of exchange of material resources in the modern world, and finally, 3) we consider "market outlook " as only the element in the belief that the whole system is subject to general human moral and ethical standards and meets their requirements.

We should note, that market outlook appeared and developed as a consequence of the emergence of surplus material production in society. Thus the emergence of excess over this desire had created conditions for the changes in the worldview of man. Approximately 25 thousand years ago man began to be guided in it’s material production activities on the surplus - its creation, storage and interchange.

The possibility of interchange required system equivalent terms and conditions of exchange behaviour. Obviously, the exchange equivalents were not determined immediately, such as grain, clay pottery, knives to jewelry. Therefore, the conceptual values of a subject emerged gradually until the ability of sharing abstract point of views along with market demands merged to create money.

Although the majority of terms and conditions for exchange were not fully evident nor presented, which would have solidified the moral essence of fair and secure market interchange. In our opinion, the exchange of materialistic resources emerged from the vital requirement of satisfying the basics of human needs. The very foundation of this belief was the core for expediency. In this case the price reflected paralleled the demand of these needs.

Furthermore, we must not forego ones insight of conceptual and idealistically created inputs towards the non tangible aspects of market values. Such values were practically impossible to weigh and measure on economic plateaus but have been the base of influence toward the survival and existence of humanity.

The desire to meet the secondary needs of man - satisfy its basic needs with maximum comfort, in our opinion, contributed to the commercialisation of market outlook. The idea of profit, unfair interchange, fraud – everything, that was shadowed by greed led to inflated prices. Market outlook provided the guidelines on profits and not on the vital needs of humanity. It was this change in human outlook towards these conditional rules of interchange that influenced the confrontational aspects of social and economic competitiveness which brought about the progressive loss toward the ethical and moral loss of the basics of human interaction.

Perfected and evolved over the centuries, the market outlook became part of the global economic culture through the ideology of liberalism and later - social liberalism. The idea of freedom is the core of their axiological heart. It emphasises the need to liberate people from various forms of excessive regulation from the side of others and such impersonal entities as communities, organisations, society, and state. In this sense, liberalism is a process of permanent struggle with various forms of tyranny. Liberalism also answers the question - why it liberates humanity- for consumption.

The emergence of liberalism organically linked to the development of capitalist relations in Europe XVII-XVIII century. In its creation of the significant contribution made by such important thinkers as J.Locke, C.Montesquieu, I.Kant and others. With liberal outlook industrialists and traders fought for their survival, with the defenders of the feudal order. The ideology of liberalism was aimed at creating the necessary social and political conditions for intensive development of capitalism as the economic mode and the market outlook. .

However, the very same creators of liberalism have pointed out that in modern society, their freedom is only a formality and justified freedom restrictions by the undesirable consequences, laying the foundation for further development of liberal ideology in the form of neo-liberalism or social liberalism.

Social liberalism inherited already in the idea of strengthening of the role of the public life, the creation of the welfare state. Such a state would prevent social conflicts, helping the most disadvantaged sectors of society, actively intervening in the economy through taxes, budget planning.

Thus, the development of "market outlook" promoted the forming of common human values protecting freedom of enterprise and economic activity, individual freedom, openness, liberalism, which largely determine the face of modern civilisation. The Ukrainian context of market ideology, being formed while in it’s early stages of development, hope that this archetype will chose appropriate means of expressing the essence of universal human values.