Science and Education a New Dimension
Iss. 108. 2016.
А. М. Uzhva Competitiveness of Enterprises in a Sustainable Agribusiness Development
Abstract. The problem of competitiveness of enterprises in the sustainable development of agribusiness in Ukraine is reviewed in this article. External and internal factors of competitiveness of agribusiness enterprises are specified. Reasonable conditions are suggested and justified in order to enhance the enterprise competitiveness in the context of sustainable development components of Ukrainian agribusiness.
Keywords: competitiveness of enterprises, agribusiness, sustainable development, factors, competitiveness indicators.
А. М. Uzhva Competitiveness of Enterprises in a Sustainable Agribusiness Development
L. I. Sydorenko Classification of the image of an artist in the novel by Y. Stelmakh “Blue Car”
Abstract: The article considers classification forms of metadrama, characteristics of peculiarities of auto reflection of the literature, which are determined by the search for a new identity by the art of word. In the result of the investigation each model of self identifi- cation, which is used in the dialogue by Yaroslav Stelmakh is find out, where in practice sign meta code is being made and also pecu- liarities of auto reflection of the literature, which are determined by the search of new identity by the art of word in the demolition of cultural and artistic paradigms, are summarized.
Keywords: classification of image, meta discourse, metadrama, metacode, innovation of form, typological features, auto reflection of the literature.
L. I. Sydorenko Classification of the image of an artist in the novel by Y. Stelmakh “Blue Car”
Z. N. Atamanyuk Spiritual and social elements of freedom
Abstract. Study problems of freedom gives the public knowledge about its current state and prospects of its further development. The spiritual and social experience of mankind has shown that equality is possible only as equality in freedom. Freedom – is an action that implements the requirement of the objective necessity of their own free will, according to their own needs and desires. The boundaries of the freedom of every person, not only due to the socio-historical, but above all by himself.
Keywords: freedom, freedom of the individual, spiritual values, social values.
Z. N. Atamanyuk Spiritual and social elements of freedom
M. O. Chumachenko The Light and the Darkness Metaphoric and Symbolic Constructs and the Issue of the“Traumatized Subject” in Hagiographical Myth
Abstract: The light and the darkness metaphoric and symbolic representations were considered in the mechanism of the “traumatized subject” development in hagiographical literature. Attention was drawn to the roles of myth, poetic and sense-making potential of the light and the darkness in the process of forming special type of hagiographical myth narrative identity. It is noted that detailed analysis of religious texts hagiographical frame through updating the light and the darkness symbolic constructs in the dynamics of trauma experience allows to underline the ways of forming socially regulating mechanisms of the Christian spiritual tradition.
Keywords: light, darkness, “traumatized subject”, hagiographical literature, martyrdom.
M. O. Chumachenko The Light and the Darkness Metaphoric and Symbolic Constructs and the Issue of the“Traumatized Subject” in Hagiographical Myth
S. M. Kholodynska Oleksiy Poltoratskiy as a theorist of Ukrainian futurism
Abstract. Oleksiy Poltoratskiy’s theoretical works are analyzed. For the specified time he was one of the profound theorist of Ukrainian futurism. It is shown that O.Poltoratskiy’s position is observed in vivid manner in his research devoted to the substantia- tion of pan-futurism ideas. Being a consistent supporter of pan-futuristic model of revolutionary art development in the late 1920s, O.Poltoratskiy focused his attention on the role of creator and artwork in the process of world transformation, emphasizing on ideological factor as well as on aesthetic and creative grounds of artwork. It is stressed that the whole O.Poltoratskiy’s ‘theoretical emotion’ is nourished by the matter concerning appropriateness of art preservation within the terms of new society formation.
Keywords: pan-futurism, art, ideology, ‘art texture’, ‘social order’
S. M. Kholodynska Oleksiy Poltoratskiy as a theorist of Ukrainian futurism
Ya. V. Prykhoda Repertory expansion strategy as a means of intercultural communication (For example, the author of the publishing of the "Private Collection")
Abstract: On the basis of analysis of the repertoire of author publishing project “Private Collection” series creation repertoire algorithm strategy to promote intercultural communication. Discovered that the foundation repertoire strategy is conceptual creative approach, grounded in knowledge and understanding and readership, to meet its communication needs and housing copyright, intellectual and spiritual values of his works.
Keywords: strategy repertoire, intercultural communication, intercultural space, “Private Collection”, communication needs.
Ya. V. Prykhoda Repertory expansion strategy as a means of intercultural communication (For example, the author of the publishing of the “Private Collection”)
M. Kitsa The advertising as the instrument of commercialization of the modern ukrainian mass media
Abstract: In the article it is described the place of the advertising in the structure of modern media, there are analyzed the theoretical aspects of quality promotional text that would impress the audience, the mentality is set to consumer advertising in the perception of advertising.
Keywords: advertising, media, commercialization, impact, content
M. Kitsa The advertising as the instrument of commercialization of the modern ukrainian mass media
A. P. Kyrychok Problems and disadvantages of education in the field of public relations (international and Ukrainian context)
Abstract. In this article the problems related to preparation of public relations specialists are examined. A review of foreign scientific papers related to research of PR-education problems is carried out. The experience of national scientists who have been working on problems of national education in the field of public relations is studied. A basic list of problems inherent in modern PR-education is determined. In this article the author conventionally divides the problems of education in the field of public relations into global and local to which the problems of national education also belong in the author’s opinion. Each of the above mentioned problems is described in details in the research. Some ways of overcoming the crisis situation existing in PR-education are proposed.
Keywords: Public relations, PR-education, social communications, preparation system improvement.
A. P. Kyrychok Problems and disadvantages of education in the field of public relations (international and Ukrainian context)
I. M. Mudra The term "trolling" and his views on social networks
Abstract. The article discusses the concept of “trolling”, describes the history of the term. Highlight kinds of trolls who work in social networks. Found out their differences and describe the specific work. Named the methods and objectives of information warriors. Also are methods of dealing with trolls in the Internet.
Keywords: trolls, crowbars, information warfare, social networks.
I. M. Mudra The term “trolling” and his views on social networks
R. Y. Veshel Programmatic: technology transformation of online advertising
Abstract: The rapid development of the digital technology facilitates the search for the new forms of online-advertising that can use the best abilities of this media and meet the needs of advertisers, namely, ensuring maximum coverage and effective contact with the target audience. First steps in the digital sphere were the adaptation of traditional advertising forms for the new platforms. For example, an advertising unit in the newspaper was transformed into a banner or contextual roll; commercials were transformed into pre-, mid- and post-rolls. However, nowadays it is not enough to adapt traditional forms of advertising for the new platform. Instead, the need to develop completely new forms of advertising is getting urgent. The article focuses on research of idea and role of Programmatic advertising which can integrate into Internet-space of the user. The objective of scientific research is analysis of technological changes of advertising field in the Internet and definition of current trends of advertisement information presentation and its formats are main tasks of this research. The main points will add value to data on technological discourse of social communication, conceptual issues of “Programmatic advertising”, “RTB-technology” and also increase the level of media literacy of Internet users. We used the following scientific methods: Analysis and synthesis that allowed to define aspects that impacted mostly process of advertisement transformation; Comparison – definition of specific points of the American, European and Ukrainian advertising markets. The empirical methods were the following: Observation as organized perception of format technologies; Description as fixation of results using mentioned technologies. Results. The world advertisement market currently experiences consolidation of traditional and interactive media and this definitely impacts the market in Ukraine. Moreover, not only distribution of budgets takes place, but also the new marketing strategies of advertisement activities management are being set up. Ad placement has become extremely automated. The growth of ad exchanges, demand-side platforms, and programmatic buying , has removed much of the need of human intervention in the process. User tracking enables advertisers to identify in real-time who is visiting any given website, and to match the visitor with an ad, instead of relying on the website’s content to draw an approximate profile of who might be viewing the webpage.
Keywords: Programmatic; RTB; Programmatic direct; marketplace; brand safety
R. Y. Veshel Programmatic: technology transformation of online advertising
M. Yatsymirska Persuasive logos in the language of social communication
Abstract. In the article there are basic concepts of social communication investigated; the role of persuasive logos in media of doctrine applicability is explained. Verbal expression of civic position of journalists and public reaction based on materials of comments, preferences and online publications are analyzed. The effectiveness of visual information and its textual support in social networks is demonstrated. There are defined key trends of development of contemporary media language, of problematic cultural issues and of coding.
Keywords: persuasion, logos, concept, visual information, social communication.
M. Yatsymirska Persuasive logos in the language of social communication
T. V. Belinska The Genesis of Folk Music in the Context of Social Needs
Abstract. The article investigates the historical stages of social awareness of folk music from the beginning of folklore as an unconscious factor to stage of public need to study folk music in the humanitarian education.
Key words: folk music, musical folklore, folklore, ethnography, folklore subjects.
T. V. Belinska The Genesis of Folk Music in the Context of Social Needs
L. G. Sokuryanskaya, A. S. Golikov Discourse of social subject and subject of social discourse: possibility of knowledge theorems
Abstract: In article the theoretical analysis of a discourse of subjectivity in modern western and Post-Soviet sociology is carried out. Basic provisions of article concern debatable questions of definition and operationalization of the subject and subjectivity, and also opportunities of creation of the theory of subjectivity within knowledge sociology axiomatics. It is emphasized that definitions of subjectivity in the post-modern world stop being sufficient and satisfactory. The conclusion that there is a need for promotion of category of the metasubjectтess as a property of the participant of a sociality consisting in subjectivity relatively to own subjectivity is drawn.
Keywords: subject, subjectness, social, sociology of knowledge, metasubject.
L. G. Sokuryanskaya, A. S. Golikov Discourse of social subject and subject of social discourse: possibility of knowledge theorems
I. Nabrusko The transformation of sociocultural traditions and consumer culture
Abstract: The article focuses on the axiological aspect of consumer culture under the conditions of transformations of a society. The basic mechanisms of value-regulatory consumption in modern Ukrainian situation are reviewed. Consumption is regarded as an instrument of objectivization of people’s lifestyle. The basic trends of contemporary consumer culture are outlined. Consumer culture is characterized as a method of maintaining a social mechanism through the system of established, regulated and conventional social interactions and channels of transmitting standards and values.
Keywords: consumption, consumer culture, life style, cultural norm, consumer behavior.
I. Nabrusko The transformation of sociocultural traditions and consumer culture
Z. V. Shevchenko Gender Stereotypes as an Indicator of Gender Incompetence of Modern Ukrainian Young People: Survey Result Analysis
Abstract. The article describes the main gender stereotypes identified upon a questionnaire survey on the topic “Gender Stereotypes of Modern Student-Age Young People”. Analysis of the obtained data emphasizes rather high level of gender incompetence of the modern Ukrainian young people, their adherence to the principles of the traditional society, and, consequently, reproduction of gen- der inequality in the existing social structure. In conclusion, the necessity of comprehensive introduction of gender education is emphasized.
Keywords: gender, gender stereotypes, gender education, gender incompetence, masculinity, femininity.
Z. V. Shevchenko Gender Stereotypes as an Indicator of Gender Incompetence of Modern Ukrainian Young People: Survey Result Analysis
N. Samborska The role of humanitarian subjects in formation the social-communicative competence of future medical workers
Abstract: In the article the question of humanization and humanitarization of vocational education, as a modern trend is carried over for consideration. The difference between fore-mentioned concepts is identified. In the article the content and the specific features of humanitarian subjects study in medical colleges and nursing institutes are represented. It is presented the structure and the definition of humanitarian subjects as a unit of the humanities. It is found essential external and internal factors for introduction new forms and methods in the process of formation the social-communicative competence of health care workers in the study of humanitarian sub- jects. The specificity of the content of professional training in medical colleges and nursing institutes in Ukraine and humanitarian training of future health care workers in colleges and nursing institutes is analyzed. It is determined its influence on the formation the social-communicative competence. It is proved that the course of humanitarian subjects is an integral part in formation the social- communicative competence of highly professional health care worker.
Keywords: humanization, liberalization, humanities, professional competence, social and communicative competence health worker.
N. Samborska The role of humanitarian subjects in formation the social-communicative competence of future medical workers
