: , … : « , ( ) . « » - , »8 . , , « , - » . 1 Tucker W., Scott T. Reflections on sculpture // Art in theory, 1900—1990. Oxford, 1999. P. 785. Ibid. P. 786. 3 Causey A. Sculpture since 1945. Oxford; New York, 1988. P. 85. 4 Tucker W. The object // Tucker W. The language of sculpture. London, 1974. P. 107. 5 Ibid. 6 Tucker W. An essay on sculpture // Studio. 1969. Vol. 177. N 907. P 13. 7 Ibid. 8 Krauss R. E. Passages in modern sculpture. 2nd ed. Cambridge (Mass.); London, 1981. P. 197. 2 . . : . . – , . . . . . , - , . The author of the article analyses social being in the context of economy of desire. Ontological grounds of desire, the way of society institutionalisation by means of desire and forms of social relationships’ structuring are investigated. , , . . , - , , , . 179 » . , , , « » . - , , , - ; - , , , , . , , , , : . - . . , . - , « , . » . . - - . – , , . . . , . - . , , , - . , « », 1 2 - . . , , , . - ( . ) , , - . , , , - . - . . , ” ” – » . “ - ”, . “ , - “ “ , 180 ” ”, ”, , - : , ( - ), ), , , , , . , , , – - ; – . - – »3 . , , - – - ,– . . , : , 5 . . - , , - 6 , , , : Eros, epithumia, hor m , appetitus, libido, cupiditas, concupiscentia, conatus, endeavour, appetite, lust, Sehnsucht, Wunsch, Wille, Begierde, inclination, souhait, lan . ., , 4 . , - . , . - , – . , , , , , . , . , - , – , . . ( . – ) . , - , . ., , . , . , . , « . ». . , . , - , 181 , - , . - , - , - . , . , . , . . 1 . . ., 1998. . 53–62. Deleuze G., Guattari F. A Thousand Plateaus. Capitalism & Schizophrenia. L., N.Y., 2003. P. 3–25. 3 .- . . ., 2004. . 68. 4 , : , . , , , : epithumia « », « », thumos « », phiestai « », eros « ». 5 . : // . ., 2004. . 128. 6 . : // . ., 2004. . 654. 2 . . ( – ) . . . , ( ) , . . . , . . , ) ( . Regions (constituents of the Russian Federation) compete with each other for investment attraction and creation of new working places, i. e. for raising of living standards and development prospects in the conditions of free market economy. It can be achieved through forming of an investment climate, that is, improvement of general conditions of production activity, which makes a region (a constituent of the Russian Federation) attractive for living and sojourn. 182