Management sociology: transitioning from traditional perceptions to a paradigm of new normality

The paper reveals the changing process in the problematic field of sociological science and the emergence of the paradigm of a new normality. Previously, sociology was focused on finding objective grounds for social choice and creating optimal conditions for the functioning of organizations and production teams. The current paradigm of the new normality focuses on the search for a balance between the global/local, order/turbulence, rationalism/smart management, technologization/digitalization and mechanistic/artificial sociality. In the logic of the new paradigm, management turns into a mediation movement aimed at finding social consent of a person and symbolic artifacts. At the same time, artificial intelligence, digitalization and virtuality are able to intercept subjectivity from real management participants, and those, in turn, acting in a social and symbolic space, are forced to look for adequate ways to respond to changes in the external environment. In obtaining mediation consent, archaic management methods are doomed to failure. Only the mastery of methods that are capable of transforming the new reality can preserve the individual's role as an active subject of management.