CODE OF RITUAL BEHAVIOR IN THE CONTEXT OF DIGITAL TRANSFORMATION OF ECONOMY

This article discusses the effects of changing the code of ritual behavior. The digital transformation of the economy leads to a change in the rules of behavior. Changes in these rules have a significant impact on the people's quality of life and other economic indicators. New rules of behavior, new rituals of interpersonal communication should be fixed in new institutions. Unfortunately, modern economic and sociological methods make it impossible to estimate the effects of changes in the code of ritual behavior. However, we should conduct such estimation to regulate digital transformation processes. In the first section of this article, the author suggests the definition of a ritual of profane culture. It is noted that rituals are pragmatic. The author analyzed the sociological functions of rituals and concluded that the main economic function of rituals is to reduce the transaction costs of interpersonal communication. He proposes to estimate how interpersonal rituals save transaction costs and, on this basis, makes a conclusion about the level of their effectiveness. It is necessary to specify the composition of transaction costs in order to estimate the effectiveness of rituals in this way. Transaction costs are divided into procedural transaction costs and behavioral transaction costs. Procedural transaction costs are classified according to the type of transaction. The classification of behavioral transaction costs is based on the types of personality adaptation. Behavioral transaction costs are divided into intrapersonal and interpersonal transaction costs.