Science and Education a New Dimension
Iss. 185. 2018.
O. Yu. Pozharska Circus art as a factor in cultural change
https://doi.org/10.31174/SEND-HS2018-185VI31-01
Abstract. Attention is drawn to the potential of circus art as a factor that significantly affects the culture of society in general and the individual in particular. The importance of cultural diplomacy, one of the means of which is circus art, is noted.
Keywords: circus, circus art, culture, cultural diplomacy.
O. Yu. Pozharska Circus art as a factor in cultural change
O. M. Kalivoshko Evaluation of the performance of non-state pension funds in the financial and credit market of Ukraine
https://doi.org/10.31174/SEND-HS2018-185VI31-02
Abstract. The article has been evaluated the performance and dynamics of the development of non-state pension funds of Ukraine during 2006-2017. Particularly analyzed the dynamics of changes in the volume of assets, contributions, disbursements, the total number of participants in non-core pension funds and the number, those who annoy pension payments and characterizes the dynamics of changes in the structure of assets of non-state pension funds during the specified period. It was determined the relationship between the stages of the development of the financial and credit market and the evolution of non-state pension funds as one of its institutes is outlined.
Keywords: non-state pension funds, evaluation of non-state pension funds activity, financial and credit market, essence of financial and credit market.
O. M. Kalivoshko Evaluation of the performance of non-state pension funds in the financial and credit market of Ukraine
O. V. Kolishchuk Tax Incentives for the Innovation Activity of the Republic of Belarus and Ukraine
https://doi.org/10.31174/SEND-HS2018-185VI31-03
Abstract. The issue of dependence of innovation activity in the Republic of Belarus and Ukraine on existing taxation systems is considered. Tax privileges applied for the activation of innovation activity of enterprises, their regulatory support are analyzed. Similarities and distinctions between the preferential provision of innovations of the Republic of Belarus and Ukraine are determined. Positive and negative factors affecting the level of innovation process development are revealed. Prospects for improving the condition of innovation activity are studied at the expense of reducing the tax burden. The possibility of using tax privileges as an effective tool for activating innovation activity of enterprises is considered. For this purpose, ways of improving tax legislation have been suggested. In particular, the possibility of granting such benefits in the “automatic” mode for enterprises that are involved in scientific and innovation activities is stated. This possibility is justified for enterprises, granted that they should hold the annual mandatory audit of their economic and financial activities. It is suggested to adopt positive Belarusian experience of exemption from taxes of enterprises involved in innovation and scientific activities in the Ukrainian practice. The introduction of a lowered income wages tax rate in Ukraine based on the example of the Republic of Belarus and other countries is argued. It is shown that the introduction of a reduced social insurance rate in the countries that are under analysis at this stage of the economic development is unreasonable.
Keywords: tax benefits; tax incentives; tax policy; innovation activity; stimulation of innovation activity; profit tax; income tax; contributions to social insurance.
O. V. Kolishchuk Tax Incentives for the Innovation Activity of the Republic of Belarus and Ukraine
V. F. Purtov, T. V. Chelombitko China's economy: features and factors of economic growth
https://doi.org/10.31174/SEND-HS2018-185VI31-04
Abstract. During the last 35 years, thanks to a balanced and consistent reform policy, China has become a powerful industrial country, whose economy ranks second place in the world in terms of GDP. The main factors of growing of China’s economic potential are export strategy, huge investments in fixed assets, increasing costs for the development of innovation and active development of science-intensive industries. Based on the assessment of the socio-economic indicators of Chinese People’s Republic and world economic indicators, the main priorities and perspective directions for the further development of the Chinese economy have been identified and analyzed.
Keywords: China’s economy, features and factors of economic development, direct investment, innovation, human potential.
V. F. Purtov, T. V. Chelombitko China’s economy: features and factors of economic growth
M. H. Fidrovska Love as a gift of God and as a sence and part of the soul and of the consciousness
https://doi.org/10.31174/SEND-HS2018-185VI31-05
Abstract. In the following article it is considered the phenomena of love and its problem for modern society.Here we will consider four kinds of love according to the division of Plato and according to each one we will find its place in modern society. Moreover, we will see the problems about love we meet in modern society and philosophy.
Keywords: love, agape, Christianity, society, modern.
M. H. Fidrovska Love as a gift of God and as a sence and part of the soul and of the consciousness
D. M. Skalska Philosophical and anthropological grounds of teaching of humanities for oil and gas engineering specialists
https://doi.org/10.31174/SEND-HS2018-185VI31-06
Abstract. The article demonstrates anthropological discussion over basis of teaching humanities. It also contains analysis of origins and modern state of the notion of a human being and his/her artistic potential. The necessity of improving humanitarian schooling of future Oil and Gas Engineering specialists is proved.
Keywords: Philosophical anthropology, “humanocentrism” of the world, aesthetic culture, humanization of the education, Oil and Gas Engineering.
D. M. Skalska Philosophical and anthropological grounds of teaching of humanities for oil and gas engineering specialists
O. Y. Kashaba, I. V. Shcherbina Peculiarities of the formation of gender equality in Ukraine
https://doi.org/10.31174/SEND-HS2018-185VI31-07
Abstract. Gender equality is defined as a process of equitable treatment of women and men; one of the important aspects of the rule of law; indicator of the level of development of an open society; term of prosperity and democracy. Gender parity promotes new, modern ideology of equality and includes the following components: gender equality is considered as an integral part of all policies, programs and projects; achieving gender equality requires the recognition that should be taken into account the specific interests of women and men in the shaping of policies, implementation of programs and projects; gender equality means equal rights and opportunities should be provided regardless of gender; women’s access to decision-making at all levels is a central issue in achieving gender equality; for achieving gender equality is important to ensure equal participation of men and women as equal actors in the economic, social and culture-processes; gender equality can be achieved through partnership between women and men on the basis of parity democracy.
Keywords: gender, gender stereotypes, gender parity, gender equality.
O. Y. Kashaba, I. V. Shcherbina Peculiarities of the formation of gender equality in Ukraine
O. V. Serohina-Berestovska Factors determining management practices of modernization of social infrastructure of municipalities
https://doi.org/10.31174/SEND-HS2018-185VI31-08
Abstract. The article deals with the main factors determining the management practices of modernization of social infrastructure of municipalities. It is found that the whole set of factors significantly affects them: natural-territorial, economic, political, social, cultural and spiritual. The type of municipality, its territorial affiliation, the type of settlement in terms of population size are the dominant factors in the development of social infrastructure.
Keywords: management practices, infrastructure, social infrastructure, management of social infrastructure of municipalities, objects of social infrastructure, modernization of social infrastructure.
O. V. Serohina-Berestovska Factors determining management practices of modernization of social infrastructure of municipalities
O. V. Frenkel Mass media Communicative Space: the Theoretical Research Aspect
https://doi.org/10.31174/SEND-HS2018-185VI31-09
Abstract. The article analyses cross-disciplinary approaches in understanding communicative space in general, and mass media one in particular. Attention is focused on the ideas of classical liberal arts and current researches. The attempts to reconsider the past experience on the following subject and to provide a more decisive definition to the studied issue are made.
Keywords: media, mass media, communication, information, communicative space, mass media communicative space, means of mass media communication.
O. V. Frenkel Mass media Communicative Space: the Theoretical Research Aspect
L. V. Grynko The main factors influencing changes in the language picture of Iberian Peninsula
https://doi.org/10.31174/SEND-HS2018-185VI31-10
Abstract. The article attempts to determine the main factors in the formation of a language picture on the Iberian Peninsula: geographical, historical, economic, political, and cultural and their interaction. Some of the above factors are more static, others are more dynamic, but their impact, in aggregate, leads to constant changes in the lives of the inhabitants of the Peninsula, and language as an integral part and the basis of culture plays a role in this.
Keywords: linguistic questions, economic impact, regional policy, cultural heritage, ethno cultural identity.
L. V. Grynko The main factors influencing changes in the language picture of Iberian Peninsula
O. A. Khamedova Representation of female bodily practices in the Western Ukrainian press of the 1930s
https://doi.org/10.31174/SEND-HS2018-185VI31-11
Abstract. The study of female corporeality and its representation on the pages of the Western Ukrainian press of the 1930s was researched on the example of the articles by the physicians S.Parfanovych and R.Mohylnytskyi, the regular journalists to the magazines “Zhinocha Dolya” and “Zhinocha Volya”. They boldly introduced into public discourse and discussed taboo issues on reproductive health, contraceptives, abortion, intimate hygiene etc.The coverage of the reproductive rights of women represented the struggle of two discourses – feminist and patriarchal. Similar publications gradually changed public opinion and consistently formed a new social reality in which a decent place belonged to a woman.
Keywords: bodily practices, feminine corporeality, discourse, feminism, patriarchy, reproductive choice.
O. A. Khamedova Representation of female bodily practices in the Western Ukrainian press of the 1930s
O. V. Khvorostyna Methods and methodological approaches to study the phenomenon of transmedia in the media industry
https://doi.org/10.31174/SEND-HS2018-185VI31-12
Abstract. Transmedia is a complex phenomenon and lies at the crossroads of different fields of research. This defines a variety of methodological approaches and methods that can be used to study different aspects of the phenomenon of transmedia. In the article advantages and disadvantages of the methods and methodological approaches used by scientists to research the transmedia narrative in the fields of entertainment, documentary and journalism were revealed. The methodology for investigating the reasonability of using the transmedia technology for the news content dissemination in the Ukrainian media industry was proposed.
Keywords: transmedia, methods, methodology, media, journalism.
O. V. Khvorostyna Methods and methodological approaches to study the phenomenon of transmedia in the media industry
O. Yu. Rak Information danger or safety on the intellectual development of society during the period of psychological warfare
https://doi.org/10.31174/SEND-HS2018-185VI31-13
Abstract. The article deals with the concept of psychological warfare, which de-structurizes human consciousness, adversely affecting mass behavior and thinking in general. The main attention is paid to the information security and dangers of the mass media, which at the state level do not protect the intellectual development of society from negative external informational influences. The author analyzes the current state of the information space, as well as diagrams on the effectiveness of the communicative process for the modern consumer and the hierarchical typology of communication (information) according to the needs of the audience is developed on the information platform.
Keywords: information psychological warfare, psychological warfare, communication space, information security and danger, “useful” and “new” knowledge.
O. Yu. Rak Information danger or safety on the intellectual development of society during the period of psychological warfare
H. I. Renska Some aspects of speaking of student and professional audiovisual media
https://doi.org/10.31174/SEND-HS2018-185VI31-14
Abstract. The article deals with the speaking aspect of audio-visual media professionals, its importance for formation of image of media professionals and its impact on the audience. The objective of the research is to determine the basic issues of speaking culture in the modern TV and radio broadcasting, including the student mass media and development of recommendations for its further evolution. A detailed analysis of the similarity of errors that can be traced from a student bench to professional activity, could identify the possible gaps and weaknesses of curricula, in particular, the experimental results prove that the program on the Ukrainian language requires some improvement and correction.
Keywords: Ukrainian language, mass media, speech culture, education of future journalists, student media.
H. I. Renska Some aspects of speaking of student and professional audiovisual media
V. Ryvlina Culture Mediatization: Communicative Aspects
https://doi.org/10.31174/SEND-HS2018-185VI31-15
Abstract. The article discusses the phenomenon of media culture on the example of the project “Academy of Culture” Google. Characterized by the transformation of the communication system “recipient – culture”. Indicates a change in the code, the introduction of additional contexts, increased mediality, the formation of a “bubble filter” and other manifestations of the mediation of works of art. Media effects such as the popularization of real art through the promotion of its virtual versions, the emergence of participatory practices in the interaction between museums and visitors, leveling the normative reading of works of art are revealed.
Keywords: media culture, museums, Google Academy of Culture, communication, code.
V. Ryvlina Culture Mediatization: Communicative Aspects
O. M. Tsapok The modern understanding of the concept of copywriting
https://doi.org/10.31174/SEND-HS2018-185VI31-16
In the article it is accented on the popularity of copywriting among other varieties of activity. It is conditioned by the necessity of audience to move forward the commodity, service or web-site at the market by means of advertisement texts that copywriters create. The popularity of this type of activity is largely assisted by the development of network the Internet. It is established that officially profession of copywriter appeared in 1892. The market of advertisement services very changed since, and essence of the concept of copywriting – too: now it is expressed too widely and diversely, that results in the certain confusing of this profession with other, alike on the method of activity. So there was a necessity of clear formulation of maintenance of concept copywriting, determinations of volume of activity of copywriter in modern market conditions and establishment of distinction of copywriting and other types of works with text. In material the definition of the concept copywriting is given of different dictionaries. In accordance with these sources, copywriting is writing of advertisement, presentation or propagandist texts. Such texts on direct maintenance can be hetero- geneous: actually advertisement for advancement of commodity or service, presentation for maintenance of image of the advertised object, propagandist. It is found out that the classic understanding of copywriting is related only to writing of advertisement texts. However, with development of network the Internet this concept is interpreted very widely – as writing of any texts on order for bringing the attention of target audience to the certain web-site. Thus, it is possible to increase its attendance, and, as a result, to promote monetization of resource and convert an audience into potential clients. It resulted in the origin of such phenomenon, as SЕО-copywriting: writing of «active» texts taking into account the requirements of the searching systems. These texts are used for development of web-site and its optimization. There necessarily must be a set of keywords, with the help of which digital facilities put them into first places in the searching systems. However, not always such texts are fully advertisement. Except of SЕО-texts, writing of other types of texts (advertisement, journalistic, literary) for all channels of distribution of information also belong to copywriting. At the same time it is established in the article, that such approach to determination of copywriting is inadvisable, as results in the wrong understanding of this process, its substitutions with other types of work with text. It was discovered during the analysis, that concept copywriting, because of certain phonetic likeness in the language, which it was adopted from, is confused with the word of copyright, that designates the means of defenceof copyright. Rewriting is also an erroneous synonym to the word copy- writing. If in first case an author creates original advertisement texts, then in the second – rewrites present texts, changing a form and saving their maintenance. The conditional synonym to the concept, that we are analyzing, is a term of speechwriting, that designates creation of texts of performances for high-level officials, politicians, publicmen or businessmen. Such activity assists certain popularization of object though, however directly unconnected with an advertisement. On the basis of an undertaken study the conclusion is drawn, that it is most appropriate to use a word copywriting in the classic understanding: on denotation the process of writing of the advertisement texts, directed to advance or sale of certain object. We should not identify this concept with other forms of work with texts or writing of journalistic and literary texts. For them there is the terminology, that allows clearly determine each of varieties of work with text, not confusing them and thus not misleading the consumers of these services.
Keywords: Web-writer, copywriting, copyright, advertisement text, rewriting.
O. M. Tsapok The modern understanding of the concept of copywriting
D. Oltarzhevskyi, O. Kliuchnykova, K. Sokolova, Y. Tsymbalenko Communication Peculiarities of International and Ukrainian Brands in Social Networks (Facebook, Twitter, Instagram)
https://doi.org/10.31174/SEND-HS2018-185VI31-17
Abstract. The main goal of the study is to find out the patterns and differences in the positioning of 10 international brands from the Forbes list and 10 leading Ukrainian brands in the most popular social networks. Through statistical and content analysis there have been identified the quantitative and qualitative indicators of their representation on Facebook, Twitter, Instagram, and also reviewed the frequency and thematic focus of publications. As a result, we have provided practical guidance on how to use social networks in brand communications.
Keywords: public relations; corporate communications; brand communications; social networks; Facebook; Twitter; Instagram.
D. Oltarzhevskyi, O. Kliuchnykova, K. Sokolova, Y. Tsymbalenko Communication Peculiarities of International and Ukrainian Brands in Social Networks (Facebook, Twitter, Instagram)
K. V. Zaiets Variability of manifestations of commercial public relations in transregional companies' activities as a part of integrated communi- cations
https://doi.org/10.31174/SEND-HS2018-185VI31-18
Abstract. This work describes the presence of public relations in modern commercial practice. Public relations is the full-fledged component of ukrainian business and takes different positions along the path of company’s development. However, in contrast to the foreign corporations, ukrainian companies don’t have public relations departments. There is a tendency to include public relations in such multifaceted phenomenon as integrated communications. The aim of the article is to overview the functioning of commercial public relations services in transregional companies’ activities and to determine the presence of public relations depending on the nature of company’s activity. This article analyzes the marketing influence of public relations methods on the structure of communication. The research found the differences between promotional and communication work of two organizations. Four factors were found to be significantly associated with these differences, target orientation of the company, financial situation of the company, presence of the public relations department, and external position of the organization. A large part of the tasks and assignments may be fulfilled by marketer depending on the presence or absence of public relations department. It cannot be argued that this has a negative impact on the professional competence of the staff member. The negative aspect is connected with the overloading of employees. On the other hand, the benefit of integrated employee is the development of communication strategy. To that end, public relations must be an element of the marketing department as a part of integrated communications. Promotion of products and services must be the multi-level road that has only one direction and aim.
Keywords: commercial public relations in practice, public relations receptions, integrated communications, marketing communications, public relations factor, public relations in Ukraine, public relations in business.
K. V. Zaiets Variability of manifestations of commercial public relations in transregional companies’ activities as a part of integrated communications
L. O. Malysh Methodological foundations of development of new class schemes
https://doi.org/10.31174/SEND-HS2018-185VI31-19
Abstract. The article summarizes the results of contemporary sociological approaches to development of class schemes, presented in the works of Gøsta Esping-Andersen, Kim A. Weeden and David B. Grusky. On the basis of Imre Lakatos’ approach, principles (key assumptions) and rules (guidelines for research activities), divided into two modalities (negative heuristic and positive heuristics), are considered as structural units of methodology of development both class models.
Keywords: methodology, stratification, social class, Goldthorpe class scheme, Esping-Andersen class scheme, Weeden-Grusky class scheme.
L. O. Malysh Methodological foundations of development of new class schemes
A. S. Sprenne Dynamics of political participation of the population of Ukraine under the influence religious factor
https://doi.org/10.31174/SEND-HS2018-185VI31-20
Annotation: this article examines theoretical approaches to a sociological understanding of political behavior, political participation and political activity, and also analyzes the influence of a person’s religiosity on his political behavior. Based on the analysis of empirical studies of the ESS (2004, 2006 and 2010) and KIIS, devoted to the political behavior and religiosity of the population of Ukraine, it is concluded that religious people are more inclined to actively participate in political events in the country.
Keywords: political behavior, political participation, religiosity, ESS.
A. S. Sprenne Dynamics of political participation of the population of Ukraine under the influence religious factor
