The article is devoted reasoning of necessity to enhance axiological factors of modernization of socio-economic development of Ukraine. The basic characteristics and essential role of axiological factors in socio-economic development of country are determined, theoretical principles of axiological modernization of the national economy and generalized scientific approaches to impact assessment of axiological factors on socio-economic development are systematized. Conceptual and terminological research unit of national economy is expanded through the introduction into scientific language the definition of “axiological factors of modernization of socio-economic development”. The evolution of views on the role of axiological factors in social and economic development of the countries was analyzed. The basic institutional, moral and psychological barriers of socio-economic development in the context of European integration are analyzed. According to the results of a questionnaire it was found that among the factors hindering the modernization of the national economy the most important in the system of social and economic relationship are: the decline of spirituality, ignoring the moral and ethical standards, educational (in particular the low quality of existing educational programs), cultural (lack of understanding of the importance of cultural factor in the economic relationship) and mental (opportunism, perception of Ukraine as a hopeless country, etc.), as well as the weakness of formal institutions (in particular, because of the dominance of informal relations, corruption of supervisory and regulatory authorities, etc.). Comparative analysis of the interdependence of the main macroeconomic indicators of the value characteristics of the economic environment based on international comparisons is conducted. The interdependencies are found between: macroeconomic indicators (GDP, capital investments, employment, direct foreign investment), indicators that reveal personal values as economic actors (education and intellectual, mental, cultural, spiritual dimension), institutional and axiological characteristics of system of economic relations in society (economic freedom, protection of property rights, facility of business leading, corruption). Conceptual approaches and principles of axiological modernization of socio-economic development of Ukraine are elaborated. The basic principles of the concept of axiological modernization of social and economic development of Ukraine are as follows: ethical and moral paradigms of social and economic relations; deactivating of consumer society; observance and guarantees of equal rights and freedoms of man and citizen as the highest value and background of social and economic development; support of spiritual and intellectual development, socialization and motivation of the individual; stimulation of social responsibility, activity, partnership, cohesion and solidarity of economic agents in the society; etc. Methodological principles of governmental regulations of institutional changes in the national economy are improved on the basis of justification and systematization of trends and policy measures of axiologization of institutional environment of socio-economic relations in the context of economic (elimination of institutional strains of investment and business climate, improvement of public policy regulations for business growth based on value principles of economic relationships) and socio-humanitarian (improving the quality of education, healthcare, level of culture, spiritual development of personality, the formation of a new quality management and mentally healthy and consolidated nation and the development of civil society) blocks. 

axiological factors, modernization, socio-economic development, axiologization of institutional environment, state regulation of modernization processes, axiological modernization of socio-economic development 

In the Western region of Ukraine, where the shares of rural population and rural areas are comparatively high, the problems of socio-economic development have common features, therefore they require to be determined and analyzed in order to ensure an effective realization of the existing potential.

The purpose of the article is to analyze current state, trends and prospects of development of socio-demographic potential in rural areas of Western region of Ukraine.

The rural population of Western Ukraine has been reducing since the achievement of independence. The proportion of age structure has changed insignificantly in the last 12 years (2000-2012). In 2012, age group of 15-64 years remained the largest. At the same time, population under 15 years has been declining.

It should be noted that the decrease rate of the economically inactive population under 15 years of age is higher compared to the age group of over 65 years old. There is a strong possibility in short-term perspective that burden on people of working age will be increasing due to growth of the share of elderly people and absence of positive growth rates of youth.

The problems of forming the educational level of the population and medical care in rural areas have been outlined in the article. Coverage of the population with preschool and secondary education has been estimated, the problem of staff development in rural areas has been emphasized upon, and provision of primary care in rural areas has been reviewed. Employment and unemployment rates in rural areas have been analyzed. In particular, employment rate of the rural population in the Western region varies and common trend hasn’t been observed. As to unemployment rate in rural areas, in 2012 only three oblasts (Ivano-Frankivska, Lvivska, and Ternopilska oblasts) had this figure below the average national level.

Realization of socio-demographic potential of rural areas in Western Ukraine requires a comprehensive approach that will include the following main directions: 1) ensuring the development of agriculture as a priority economic activity and its transformation to market oriented; 2) activization of non-agricultural activities; 3) modernization of industrial and social infrastructure, ensuring not only quantitative growth of infrastructural objects, but also improvement of their and the quality of their services; 4) transformation of the rural population mentality through education and information policy in order to increase initiative and active participation in economic and social life on the territory of their residence. 

demographic indicators, education level, healthcare, employment, rural areas, Western region of Ukraine 

Main directions for formation of human potential on rural territories in the context of eurointegration of Ukraine are researched. The influence of the Protestant ethics on the formation of European values ideology in rural territories is reviewed. Correlation between collective-state farming in Soviet period and the mentality of rural inhabitants in Ukraine nowadays is analyzed. The necessity of consideration of axiological basics in formation of rural territories’ human potential is substantiated. Emphasis is focused on priority of European value landmarks for increase of human potential of rural territories of Ukraine. 

axiological basics, human potential, rural territories, eurointegration