A Comparative Analysis of Western and Russian Reputation Models in the XXI century

This article provides a comparative analysis of Western and Russian reputation models within the context of sociological and institutional-economic approaches. Reputation is viewed as a form of social capital and an informal institution of trust that ensures the predictability of social interactions and reduces potential costs in human interactions. It is revealed that the Western reputation model is based on centuries-old experience combining the institution of law, market competition, and individual responsibility, making it more universal and formalized. The Russian model is more situational and personalized, based on informal connections, group loyalty, and political and cultural conditions. This article also analyzes the transformation of reputation mechanisms in the digital age, in which reputation is becoming an element of algorithmic trust management. A conclusion is drawn regarding the difference between institutionalized trust of the Western type and adaptive, contextual loyalty, more characteristic of the Russian model.