Abstract: The article analyzes regional socio-economic inequality in the Russian Federation as a complex, multilevel and historically determined phenomenon that is reproduced under the influence of factors of the "first" (climatic, resource) and "second" nature (human capital, institutions, infrastructure). The key theoretical approaches to understanding spatial inequality are considered. Special attention is paid to the system of indicators of regional differentiation (GRP per capita, Gini coefficient, poverty line, real incomes of the population) and mechanisms of state equalization – redistributive, stimulating and institutional. Using the example of national projects of the Russian Federation, it is analyzed how the initial conditions of the regions (institutional environment, budgetary security, managerial potential) determine the effectiveness of federal instruments and can both reduce and consolidate interregional imbalances. The risks associated with a unified approach to regional development are assessed. Systematic, comparative, and structural-functional analysis were used; secondary analysis of Rosstat statistics and the results of national projects, as well as the case study method (Yamalo-Nenets Autonomous District, Republic of Ingushetia). The novelty lies in substantiating the thesis that the effectiveness of national projects as an equalization mechanism is determined not so much by project procedures as by the institutional, financial and managerial characteristics of the regions. A contradiction has been revealed: unified federal instruments can enhance the competitive advantages of strong regions and not produce the expected effect in weak regions with poor quality of public administration. Based on the analysis, it is concluded that in order to reduce regional inequality, it is necessary to move from unification to differentiated strategies that take into account the real capabilities of the subjects of the Russian Federation. A provision has been formulated on the need to synchronize environmental, social and economic policies, as well as the introduction of flexible, targeted support mechanisms, including institutional diagnostics and performance monitoring. Otherwise, even large-scale financing risks mothballing rather than overcoming spatial polarization.

Keywords: Regional inequality, Indicators of regional differentiation, Spatial inequality, Human capital, Social institutions, Gross regional product, Real incomes of the population, National development goals, Equalization mechanisms, Regional policy

Abstract: The subject of the research is the subjective well-being of IT specialists in companies. The object of the study is the level and structure of the subjective well-being of IT specialists in companies. The aim of the work is to assess the current level of subjective well-being of IT specialists in companies, describe its structure, and formulate practical recommendations for HR specialists and company leaders on managing the well-being of IT specialists based on the results of a pilot study. The author formulates a combined definition of "subjective well-being of an IT specialist" based on existing theoretical foreign and domestic approaches to defining subjective well-being. Special attention is given to defining the specifics of the work of IT specialists. Socio-economic aspects determining the significance of the labor results of IT specialists in the modern economy of the state and companies have been identified. Research method: electronic surveying conducted in April 2026 among sixty IT specialists from Russian and foreign companies (non-random sampling). The author's toolkit includes twenty-one questions grouped into three content blocks: perception of the organizational environment, satisfaction with professional activities, and the affective component of subjective well-being. The results of the pilot study indicate the heterogeneity of the subjective well-being of IT specialists; the integral level of subjective well-being of IT specialists in the sample was 3.74 points out of 5, which corresponds to a moderately positive assessment. Application areas of the results: personnel management in companies; management of employee well-being; prevention of employee burnout; management of the compensation and benefits system in the company. The novelty of the research results: a definition of the concept "subjective well-being of an IT specialist" was formulated, and an author-designed toolkit for assessing the level of subjective well-being of IT specialists was developed and tested; relevant empirical data on the level and structure of subjective well-being of IT specialists were obtained. Based on the data collected, the author proposed practical recommendations for HR specialists and company leaders aimed at increasing the level of subjective well-being of IT specialists.

Keywords: subjective well-being, IT specialists, job satisfaction, affective component, digital economy, employee well-being management, socio-labor risks, organizational environment, subjective well-being index, electronic survey

Abstract: The subject of the study is the impact of online advertising on the consumer behavior of student youth in Barnaul. The object comprises university and college students as a socio-demographic group. The author examines the structure of media consumption, the level of trust in advertising channels, and the factors influencing consumer choice. Special attention is given to the contradiction between recognizing advertising as a useful source of information and the growing skepticism towards intrusive forms of digital marketing. It analyzes how budget limitations and employment instability shape the demand for advertisements that appeal to the functional characteristics of products rather than to status incentives. The gender aspect of perception and the differences in information assessment between university and college students are explored. The thesis is revealed that students develop defensive behavioral filters that block manipulative influences. The research methodology is based on a quantitative data collection method – a survey. The sample consisted of 278 respondents, formed through spontaneous selection. The results obtained are exploratory in nature and reflect the general trends in the perception of internet advertising by student youth. The novelty of the research lies in identifying a shift in the consumer logic of student youth from an emotional-image perception of advertising to a rational-pragmatic one. It was found that the dominant channel is the internet, with the leading platform being the social network VKontakte. The main drivers of attention are indications of genuine need for the product and its qualitative characteristics, while the involvement of celebrities and bright design play a secondary role. A significant contribution of the author is the justification that price and quality remain unconditional priorities, overshadowing fashion and peer advice. The main conclusions of the study indicate the internal ambivalence of the audience: on one hand, advertising is recognized as a stimulus for purchases, while on the other, it is perceived as an imposition of unnecessary goods. It is concluded that aggressive and manipulative tactics are ineffective with the digital generation, necessitating a shift in the vector of marketing communication towards informational honesty, precise argumentation, and functional usefulness. Direct persuasion tools give way to strategies that accompany already recognized demands.

Keywords: Internet advertising, consumer behavior, student youth, digital environment, social networks, media consumption, consumer choice factors, advertising impact, critical perception, Barnaul

Abstract: The article examines the attitude of university graduates from the Altai region (Russia) towards the implementation of artificial intelligence in the labor market, focusing on the concerns of graduates related to the potential displacement of young specialists from entry-level positions across various sectors of economic activity. Such concerns are not unfounded, as media periodically reports instances where specific numbers of employees in international firms have been laid off and replaced by artificial intelligence. The article also identifies common features of graduates' attitudes in the Altai Krai towards the practices of implementing artificial intelligence in human life. Undoubtedly, the labor market has significantly changed with the introduction of artificial intelligence, and young specialists and university graduates need to be prepared for such transformations. The methodological framework of the study is based on a combination of the institutional approach and structural functionalism. The research methodology relied on expert interviews and a questionnaire survey of university graduates from the Altai Krai. The sample consisted of 314 respondents, of which 300 were participants in the questionnaire survey (university graduates), and 14 were representatives of the expert survey. In this context, it is important to comprehend what artificial intelligence brings to the labor market—substantial opportunities or real danger for young specialists in terms of job scarcity. The data obtained allowed for a comprehensive characterization of the attitudes of university graduates from the Altai Krai towards the implementation of artificial intelligence in the labor sector, revealing the main concerns and expectations of contemporary youth. Further research in this area is important and significant since artificial intelligence is just beginning to integrate into the domestic labor market, and its influence will only increase over time, consequently altering the overall attitude of representatives from various social groups towards this social phenomenon—the implementation of artificial intelligence in the labor sphere.

Keywords: Artificial intelligence, University graduates, Altai Krai, Labor market, Attitudes of youth, Regional economy, Structural functionalism, Institutional approach, Questionnaire survey, Expert survey