The aim of this article is to describe the main directions of conceptual and terminological paradigm shift in the field of social management studies in China on the basis of epistemological approaches and using conceptual and terminological analysis, to analyze the reasoning for the selection of new concepts and terms, and to identify the real reasons for the changes taking place. The author has established that the main task of changing the conceptual and terminological apparatus in the mentioned sphere was to find region-specific forms of social governance by revising the influence of Western concepts, as well as through attempts to combine two multidirectional processes in the modern socio-political system of the PRC: centralization of governance and increasing social demand for participation in it. It is revealed that the scientific narrative concerning social governance is influenced by three basic factors of "external sociality": pragmatism, ideology and traditionalism, each of which fulfills the demand of different types of elites: scientific, political and traditionalist-minded intellectual elite.
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