Georgi Hristov - Influence of asymmetrical military confrontation on market structure. From the Behavioral point of view by Semiotic approach

Looking into the Ukrainian crisis or in what is happening on the territory, controlled by the Islamic State obvious, at least at first look, differences some unexpected similarities can be distinct. In Ukraine, the war is determined as too foggy ethnic (can even be said – linguistically) opposition, on the boarders of an area full of almost only Slavonic citizens, without any hint for religious or ideological separation. This is one traditional, orthodox, Christian community. Not by chance the commentators are not giving a meaning anywhere to the Tatar minority, or to the few Muslim mercenaries (mainly from Chechnya and Dagestan), which are taking part in the fights only because this is their profession. In the territories in Syria and Iraq, controlled by the armies of Abu Bakr al-Baghdadi, the announced target is the making of the “Islamic Caliphate”. [6] The conflict is between the close ethnic communities, from the same religion, derived mainly by their appurtenance to some of two of their biggest differences of the Islam— Sunnites against Shiites (and only after that – against the other “nonbelievers”).

The culture factors and more specifically the subcultural ones have a really strong pressure in shaping of the local marketing and social-economic characteristics. This is really easily visible at the ISIL’s domain. The laws of the applied strict Sharia [7] absolutely forbids the smoking and alcohol (the traditional consummation in Ukraine is exactly the opposite), as well as in the wearing of any secular cloths, different than the ones that are religiously accepted. However, these characteristics are not directly connected with the military actions. In the other countries which accepted Sharia the situation is similar. The difference is in the “rate”. They are applied in the ISIL zones with maximum precision and under the threat of cruel physical or even death penalties. The purpose of the extremities is a form of symbolism, needed by the power structures, which in this way formulate and send their unequivocal, semantically laden message to the internal and external factors (regardless if they are enemies or not). Long ago, the accepted setting is that the public domination is accepted by the society, when it guarantees exact goods to the other participants in the system – an example is the security and the favorable economic conditions and beside that is solidly supported from ideological, religious and other values, which are maximally common. [8] The very images of the leaders are ideological and media built as a whole, according to the respectively informational war, which they move and simultaneously serve. The leaders are a multilevel message (with undisputed world media rating and a high level of recognition), which symbolism is shaky (according to its sociocultural purpose) in range of extreme meanings: between a real individual, through an intriguing mystery with a hint for unreal personal qualities, to a generalized image-function, structured so that to be a subject (if necessary) in the respective group of easy enough and fast mythologization. The characteristics of the socio-cultural factors directly influence and define to a big degree the political structure with the matching up and lawful elements. As long as in the normal functioning developed democratic societies the purpose of the government regulation and of the legal economic frame, is at all focused on the protection of interests of the society, the consumers and the developers, then in the zones of military confrontations the reality is completely different.

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