Modernization potential of values of middle-aged people (the case study of Perm krai)

The purpose of the article is to study modernization potential of values of middle-aged people. It shows the im- portance of studying axiological orientations as subjective measurements of modernization. This in case allows to characterise overall readiness of human potential to participate in a process of modernization. A group of middle-aged people is the object of the study. Analysis of the value structure of middle-aged people is presented on the basis of formalized surveys which was carried out in the Perm Krai (N = 1000, 2014). The role and place of such im-portant values as initiative, proactivness, self-sufficiency, creativity and an innovation-oriented mindset are defined in the structure of values of the analysed socio-demographic group. Comparative analysis of the values of the mid-dle-aged and older people is presented. Intra-group differences in values among middle-aged people are identified. The study found out that with age the importance of values such as conformity, tradition, benevolence and universal-ism increases, and the importance of values such as risk, novelty, hedonism, achievement, power and wealth de-creases slightly. It shows that the modernization potential of values of middle-aged people is higher than that of older age groups. The investigation concludes that the value structure of middle-aged people is an important motivational factor to participate in the modernization processes, specifics of values should be taken into account in the realiza-tion of the modernization.