Preserving rural population and ensuring a decent quality of life in rural areas are classified as priority objectives of the State amid globalization, urbanization, internal and external turmoil for the Russian reality. In order to make management decisions it is necessary to have a high-quality information base, to study the nature and development conditions of rural territories and population, including socio-cultural characteristics. The article is devoted to the study of rural population using the method of sociological research. A survey of the population of the Vologda Oblast, including municipal districts, carried out in 2015 serves as an information base of the research. Comparative analysis has determined that socio-cultural characteristics of urban and rural residents differ. Rural residents stress the importance of familiar surroundings and the desire to preserve them, resulting in low territorial mobility, intensive identity with the residents of their community. Most residents of municipal districts have a positive view on their place of residence, noting its environmental friendliness and people’s kindness. However, they are less satisfied with their lives than urban residents, as rural areas have developed significant problems with the availability and quality of social infrastructure. The most complicated situation is witnessed in the spheres such as healthcare, education, culture and leisure in terms of their optimization, the reduced number of organizations, availability, as well as housing and communal services. The concern of rural residents is also caused by the issues of job creation and the improvement of the standards of living. Rural residents are characterized by typical human values: health, financial security and a happy family while their spare time is devoted mainly to household and watching TV; the Internet, reading, music, sports and hobbies are of less interest to them. The article identifies low cultural activity of rural residents due to both lack of opportunities and lack of time and financial resources as well as attention to other important matters
Keywords
values, lifestyle, rural population, socio-cultural characteristics