Social mood: factors of formation and territorial features

Social mood is an integral indicator of public perception of socio-economic, socio-political, and moral processes occurring in society, of people's awareness of their financial standing and official status. The main purpose of the research presented in this article is to analyze the factors affecting the formation of people's social mood in the Vologda Oblast.The conducted research allowed to draw a conclusion that social mood of people tends to change for better. At the same time society progressively estranges itself from the authorities and there is a significant disunity in the community itself. Moods of the Russians are more and more connected with private, not public interests, first of all with the satisfaction of their material wants.The social atomization and people's focus on financial part of life can be overcome though the increased level of confidence in public and state institutions, which can be accomplished due to the rejection of imitation mechanisms and arrangement of real cooperation between the state and the society by means of referendums, support of local governments, public interest organizations and associations, as well as through promotion of spiritual, moral, and cultural identity of the Russians. To achieve this goal it is very important to formulate a national idea based on worldviews of wider society, long-term needs of the population.