Klaipėdos universitetas

There is presented and shortly evaluated in the article the basic development of public administration in Central and Eastern European countries by indicating the most important stages of modernization in the light of prevailing theoretical paradigms. The authors identify three main stages – traditional public administration, New Public Management and New Public Governance, which are sometimes interrelated or contradicting to each other at the same time. New Public Governance is the most wanted and admired paradigm in Central and Eastern Europe, especially because of its social attractiveness and sensitivity, but it is still lacking more certain methods and tools to be implemented in practice. New Public Management, because of its capitalist entrepreneurship spirit, only partially changed public administration model. It was not an excellent model of reform, that’s why it is possible to point to NPM as socially irresponsible reform of the public sector. At the same time the principles of New Public Governance are orientated not only to the participation of citizens and citizens’ groups, but also to the development of social welfare, social quality, social responsibility and social justice. These are the values, which are most necessary to overcome the side effects of modernization. It is possible to draw a conclusion about this article, that by developing and presenting the more progressive principles and values of NPG, such as openness, transparency, social justice, social quality, absence of corruption and more active non-governmental organisations, Central and Eastern European countries could achieve more stable democratic development, as well as elimination or minimization of the negative impact of New Public Management for various spheres of public sector’s reforms.

In the article there is analysed the significant historical period in Chile, when after overthrowing of the democratically elected socialist president S. Allende, and taking power by military Pinochet regime, for the first time in the world history there were created the enabling conditions for the reforms based on neoliberal ideas. The reforms in Chile are significant, because they became the political laboratory for the further modernization reforms in Latin America and the whole world. Together with Chicago university (by M. Friedman) educated Chilean economists there were begun to implement the programmes of privatisation, depolitization, deregulation and decentralization, there was devaluated national currency and significantly reformed the spheres of education, health and social policy. In the last part of the article the authors evaluate the present situation in Chile and the perspectives of its development.

In contemporary society the new organizational forms take pace, which enable individuums to form some kind of common identities by reaching consumers communities. Consumerism is the main feature of such communities, which may be called as certain “tribes” with their values and they develop as capitalist system deepens and widens. Postmodernism creates such cultural environment, which forms “tribal marketing” phenomena as mobilizing different groups for the more developed, clearly defined and specific consumption. The authors in the article seek to reveal the impact of postmodernist consumerism to the formation of “tribal marketing” and the development of this phenomena vice/versa.