CROSS-CULTURAL PARADIGM: A COMPARATIVE ANALYSIS OF SOCIOCULTURAL MODELS IN RUSSIA AND SOUTHEAST ASIAN (SEA) COUNTRIES

Makarochkina Natalia Viktorovna

The aim of this article is a comparative analysis of the sociocultural models of Russia and Southeast Asian (SEA) countries to optimize strategies for intercultural interaction in the context of increasing economic integration and deepening bilateral relations. The methodological basis of the work is founded on a synthesis of etic concepts of cultural dimensions (G. Hofstede, S. Schwartz, F. Trompenaars) and emic developments from domestic cross-cultural schools (T. G. Stefanenko, N. M. Lebedeva), ensuring a comprehensive analysis of key patterns (values, communication, perception of authority). The analysis reveals a fundamental contrast between the "Organic Collectivism" of SEA, based on Traditional legitimacy of power and network consensus, and Russia’s "Hybrid Code." The Russian model is characterized by Personal legitimacy of power, "Reactive Collectivism," and a tendency toward low-context communication ("Directness"). This necessitates that, in the Russian context, formal agreements be combined with personal responsibility and emotional argumentation. The findings provide a foundation for developing effective cross-cultural management strategies aimed at successful adaptation and building productive cooperation in the Asia-Pacific region.

Keywords:Cross-Cultural Analysis, Hybrid Code, Sociocultural Models, Individualism/Collectivism, Legitimacy of Power, High/Low Context, Intercultural Interaction.