Axiological regulators of sociocultural dynamics in public associations under the diversification of social services

the article examines the role of axiological regulators in the adaptation of public associations to the processes of diversification of social services. The relevance of the study is determined by the need to identify mechanisms that enable third-sector organizations to maintain their identity in the context of digitalization, professionalization, and evolving social demands. The aim of the research is to identify and analyze the role of value-based regulators in the transformation of public associations' activities amid the diversification of social services, as well as to develop an original approach to their adaptation to changing sociocultural realities. The methodological framework of the study is based on the axiological approach, combined with the sociological theories of M. Weber, T. Parsons, and N. Luhmann. The research employs methods of comparative analysis, synthesis of empirical data, and theoretical modeling. The results demonstrate that the resilience of public associations depends on their ability to harmonize internal value contradictions. The study analyzes the interaction between traditional values (solidarity, mutual aid) and new demands for efficiency and innovation, highlighting the duality of formal and informal regulators. The key role of digital technologies as catalysts for transformation is revealed, along with the importance of balancing innovation and cultural continuity. Special attention is paid to intergenerational conflicts: younger members prioritize progressive values (openness, digital literacy), while older participants remain committed to traditional norms. The practical significance of the study lies in substantiating the need to integrate a value-based approach into third-sector support programs, thereby enhancing their adaptability.

axiological regulators, public associations, diversification of social services, values, sociocultural dynamics, third sector