Science and Education a New Dimension
Iss. 214. 2019.
I. O. Mashchenko Modification of the image of totalitarian power in sports and artistic events of the XX-XXI centuries (Germany, USSR, PRC)
https://doi.org/10.31174/SEND-HS2019-214VII36-01
Abstract. The article analyzes the creation and sports and artistic events conducting in the context of a cultural and communicative model of worldview. The modification of the image of power was studied and analyzed on the examples of Germany and the USSR, countries with a totalitarian regime in the twentieth century, and DPRK as a totalitarian country of twenty first century. The scientific novelty of the work is in the cultural understanding of the influence of totalitarian states on the sports and artistic events conducting as a visual component of the driving force of state ideology. For the first time, the concepts of the militaristic ideology of totalitarian states, the image codification of which affected mass consciousness and the transformational processes of intercultural dialogue were studied with the help of the sport and artistic events directing.
Keywords: sports and artistic events, cultural communication, image of power, mass consciousness, totalitarian state, Germany, USSR, DPRK.
I. O. Mashchenko Modification of the image of totalitarian power in sports and artistic events of the XX-XXI centuries (Germany, USSR, PRC)
A. I. Baranova, T. V. Nikolaeva, T. I. Nikolaeva, O. I. Balan Transformation of stylish directions of 20 years of the xx century in designing modern clothing in order to harmonize their properties
https://doi.org/10.31174/SEND-HS2019-214VII36-02
Abstract. The article is devoted to determining the aesthetic and functional parameters of modern clothing collections based on the study of the artistic and compositional characteristics of style trends of the 20s of the XX century. The article examines and analyzes the process of constructing harmonizing principles for the formation of form and color in the work of K. Malevich and the possibility of using the results obtained in the design of modern clothes with improved aesthetic properties. He used a systematic approach, and the principles of innovative design of modern clothes determined the patterns of using the artistic and compositional characteristics of the creative direction “Suprematism” in the design of modern clothes for young people, a draft of a promising collection with improved aesthetic and ergonomic characteristics was proposed.
Keywords: design, suprematism, harmony of colors, geometric shapes, shaping.
A. I. Baranova, T. V. Nikolaeva, T. I. Nikolaeva, O. I. Balan Transformation of stylish directions of 20 years of the xx century in designing modern clothing in order to harmonize their properties
L. N. Namlieva Origins of garden art in Ukraine
https://doi.org/10.31174/SEND-HS2019-214VII36-03
Abstract. The study presents historical data on the emergence and development of Ukrainian (Old Russian) princely and monastery gardens. The natural forms and characteristics of these gardens play a decisive role in shaping the traditional and sacred culture of Ukrainians. Fostering a love of nationality and creating a sense of tradition, these early Ukrainian gardens also had a strong influence in the later stages of the development of garden art in Ukraine.
Keywords: landscape gardening art, monastery complexes, princely estates, animal houses, architectural component, decorative gardening.
L. N. Namlieva Origins of garden art in Ukraine
L. Harutyunyan Basic Models of Conceptual Metaphors in Business Media Discourse (Based on Money Related Metaphors)
https://doi.org/10.31174/SEND-HS2019-214VII36-04
Abstract. It has already been scientifically proven that metaphor is an inextricable part of the processes taking place in our mental system and we perceive a wide range of phenomena in this world through metaphoric interpretation. The traditional approach to metaphor views it as a figure of speech which is used to add some connotational meaning to the objects that are denoted and described. However, cognitive view of metaphor (namely, the theories proposed by Lakoff and Johnson, Fauconnier and Turner) treats it as a conceptual rather than a purely linguistic phenomenon, which involves complicated processes related to mental representation, systematic projection of language, imagery and inferential structure between conceptual domains, etc. Cognitive linguists state that metaphor is a basic means of cognition of the world and that most of our ordinary conceptual system is metaphorical in nature. According to them, people organize their physical and cultural realities based on the concept of causation which provides us with successful functioning in the world. Therefore, the mechanism of conceptual metaphor has become a key to identifying cognitive pro- cesses encoded in our minds as metaphors help us conceptualize various phenomena and processes in the world in a more elaborate and comprehensive way. The paper aims at studying metaphorical concepts related to money and its equivalents or versions such as currency, types of cryptocurrency, electronic money, price of something as well as stocks and shares through metaphorical linguistic expressions based on the materials from online business newspapers (www.bloomberg.com, www.businessinsider.com, www.ft.com, www.economist.com, www.reuters.com, www.bbc.com, www.cnn.com, www.theguardian.com, www.cnbc.com). The choice of the sources for examples is conditioned by the fact that they cover news on the latest events and tendencies in the spheres of economy, business and finance. Business media discourse is abundant in phenomena expressed through metaphoric concepts. These phenomena are oftentimes abstract and delineated, and this factor makes people to resort to different conceptual domains (source domain) in order to conceptualize them (target domain). The examples taken from business news are full of money related concepts that are expressed metaphorically. They show how metaphors help us conceptualize economic phenomena in a more elaborate and comprehensive way. We perceive and conceptualize abstract concepts through more concrete and certain concepts. Among the metaphors that are commonly used in business media discourse, basic models of money-related conceptual metaphors can be distinguished. The emergence of such conceptual metaphors is conditioned by the source of associations they arise. The identification and classification of these kinds of models are provided in the research. As it has been found out, money related concepts are associated with such basic conceptual models as a movement (which, in its turn, can be dynamic or stationary), liquid and living organism. They all serve as basic tools, namely, source domains to conceptualize complex phenomena of the financial world.
Keywords: conceptual metaphor, cognitive approach to metaphor, money related conceptual metaphors, business media discourse.
L. Harutyunyan Basic Models of Conceptual Metaphors in Business Media Discourse (Based on Money Related Metaphors)
A. Kushnierova The reflection of the verbal world picture through the prism of English phraseology
https://doi.org/10.31174/SEND-HS2019-214VII36-05
Abstract. The article deals with the verbal world picture reflection through the prism of English phraseology and the peculiarities of phraseologization of phrases in view of the culturally motivated vision of the world by particular linguistic communities. The objective of this paper is a study of phraseological (set) expressions in order to identify ontological and cultural components in language. The certain tendency of illustrating verbal world picture in phraseological (set) expressions was revealed. The study has demonstrated that phraseological (set) expressions, which most vividly illustrate the British cultural identity, are genetically linked to the most common and widespread areas of human activity, namely food, the natural world that surrounds us, and certain “endemic” phenomena of British life. The phraseological picture of the world acts as a set of knowledge about the world and can give a complete description of a particular nation or people. The examples of phraseological set expressions given allow us to see the phraseological composition of language re- flects cultural identity not only as a fragment of reality, given to the ethnic community in immediate perception, but also the lifestyle, beliefs, worldviews, national character, temperament, value system – the mentality of the people, their social consciousness in general. Thus, the phraseology becomes a certain extra-linguistic reality that not only realizes the linguistic consciousness and perception of the speaker, but also forms a vision through the prism of phraseology, which is based on the cultural territorial perception of a nation.
Keywords: verbal world picture, phraseological (set) expression, structural-semantic analysis, lingua-cultural approach.
A. Kushnierova The reflection of the verbal world picture through the prism of English phraseology
O. Romashchenko, O. Barabash A comprehensive assessment of the policy of interaction between a company and its suppliers
https://doi.org/10.31174/SEND-HS2019-214VII36-06
Abstract. The paper developed a comprehensive system for evaluating the effectiveness of suppliers in terms of the formation of stocks of goods of a trading enterprise based on the construction of a spanning tree. Such a system makes it possible to cluster suppliers using a system of coefficients. On this basis, a specific interaction policy with each specific supplier is recommended and justified. The article also presents the results of testing the developed system at a domestic commercial enterprise.
Keywords: supplier, inventory, efficiency, system factors, clustering, spanning tree, the policy of interaction with suppliers.
O. Romashchenko, O. Barabash A comprehensive assessment of the policy of interaction between a company and its suppliers
A. V. Sevostianova Mathematical model of risk management of stakeholders of wind power projects
https://doi.org/10.31174/SEND-HS2019-214VII36-07
Abstract. Conducting a glance at the most important approaches to managing stakeholders of the wind power projects and evaluation of the risks of such projects. In this article mathematically described the possible systems of interoperability and the threat of stakeholders of the wind power projects, for the more significant balance of risks for skin stakeholders in energy technology projects. It is marked that according to the system of interoperability and the threat of stakeholders wind power projects, all stakeholders can be divided into three groups: threatened, harmonized and chances.
Keywords: wind power project; risk management; stakeholders.
A. V. Sevostianova Mathematical model of risk management of stakeholders of wind power projects
L. Levchenko The phenomenon of academic virtue: basic aspects and features of research
https://doi.org/10.31174/SEND-HS2019-214VII36-08
Abstract. The article is devoted to the attempt to carry out a philosophical analysis of the phenomenon of academic virtue on the basis of the current legislation (in particular the Law of Ukraine of 05.09.2017 “On Education”). It is shown that the development of education is impossible without observing the standards and principles of academic integrity, it is an indicator of the development of society. Academic virtue is the moral core of academic culture.
Keywords: academic integrity, education, academic culture, ethical principles, code of academic integrity, student, university.
L. Levchenko The phenomenon of academic virtue: basic aspects and features of research
M. S. Melnichuk The suggestive component of the complementarity of the art of preaching and musical content in the context of modern Protestantism
https://doi.org/10.31174/SEND-HS2019-214VII36-09
Abstract. In this article, the author analyzes the suggestive component of preaching and music as a means of religious influence and suggestion. On the basis of studies of cult actions, the author expresses thoughts about the place and role of the art of words, as well as the musical fullness of theatricalization of religious events in the processes of suggestive influence on the flock. The psychological mechanisms of the combination of these types of art into a single theatricalized cult action are revealed to ensure a targeted suggestive effect on parishioners.
Keywords: suggestive influence, religious art, persuasion method, verbal impact, spirituality, suffering, catharsis.
M. S. Melnichuk The suggestive component of the complementarity of the art of preaching and musical content in the context of modern Protestantism
O. M. Morawieckiy Cartasense interpretation of nature in the context of the rationalist paradigm of the New time
https://doi.org/10.31174/SEND-HS2019-214VII36-10
Abstract. In the context of the disclosure of the foundations of understanding the nature of the rationalist philosophy of Descartes important is understanding the ethical ideas of creation, which allows you to remove the boundary between physics and ethics. Understanding of nature, man and God in Descartes’s philosophy is in the context of rationalism. Descartes defines nature as extended substance, distinguishing it from substance thinking and eliminates from the nature of the concept of target reasons. All the principles of physics and mechanics of Descartes is a direct consequence of theology.
Keywords: nature, the idea of creation, rationalism, physics, ethics.
O. M. Morawieckiy Cartasense interpretation of nature in the context of the rationalist paradigm of the New time
B. Kalinichenko Subjective measurement of hybrid war: algorithms of influence and protective mechanisms
https://doi.org/10.31174/SEND-HS2019-214VII36-11
Abstract: The article analyzes the processes of the hybrid war influence on a person. At the same time, it is stressed that all the spiritual space of a person’s personality is covered by influences and at each of its organizational levels there are “own” manipulative challenges: in the horizon of the subconscious, aggressive segments of the psychosphere of society are excited; in the horizon of consciousness – fake news and open media propaganda of anti-national values of the society in which a person lives are concentrated; in the horizon of the superconscious – the distorted ideals of the past are cultivated and patterns of antisocial behavior are activated. Protect yourself, the person can only a system of intrapersonal filters, the achievement of a certain maturity of organizational consciousness or stable positive personal ideals.
Keywords: man, society, information, knowledge, subconsciousness, consciousness, superconsciousness, meaning, archetype, symbol, war, media propaganda.
B. Kalinichenko Subjective measurement of hybrid war: algorithms of influence and protective mechanisms
I. Marchenko, O. Тashkinova, I. Оbukhovskyi Analysis and hatches of electronic services for socially shocking groups
https://doi.org/10.31174/SEND-HS2019-214VII36-12
Summary. The article contains the analysis of the present-day state of rendering public electronic services in Ukraine, with regard to implementation of the Development Strategy of information society in Ukraine and the Concept of development of the system of electronic services in Ukraine and correspondence of implementation of such services to the specified principles and methods. Analyzed were the portals that render public electronic services and the problems of implementation of e-services. Recommendations were developed for improvement of implementation and application of e-services for socially vulnerable groups of population.
Keywords: Public services, social services, electronic (e-) services, vulnerable groups of population, electronic services and rendering of electronic administrative services.
I. Marchenko, O. Тashkinova, I. Оbukhovskyi Analysis and hatches of electronic services for socially shocking groups
N. O. Voitovych, K. R. Ivantsiv, I. S. Ivantsiv-Griga The gender aspect of women’s sport representation in media
https://doi.org/10.31174/SEND-HS2019-214VII36-13
Abstract. At the present time there is a conflict over the gender inequality in all aspects, including sport and its presentation in the media. The problem of gender inequality in sport and its portrayal also directly concerns Ukraine. Women’s sport has a long, rich history: іt takes its origins from the ancient times and has been developing for centuries. It was spoken about in ancient thinker’s works, travellers’ proceedings; when the printed press appeared, it was written about in newspapers and magazines. A. Lamoreaux, T.Bruce, V. Šiljak, А.Shulga, and others wrote about women’s sport. It has been observed that the women’s sport coverage has been increased during the XX century. Nevertheless, there is an issue of gender inequality. Tony Bruce in her article «15 rules of representation in media coverage of sportswomen: international trends and cultural differences» emphasizes on problems that appeared during the presentation of wom- en’s sport. She highlights gender marking, comparisons to men’s sport, sexualization and ambivalence among these problems. She also points out on participation of men journalists in prejudiced treatment. We have seen that there is still a problem of the ambivalent presentation and sexualization of women’s sport and female athletes, but on the other hand, sport fans support equally sportswomen and sportsmen. We have come to the conclusion that the media have to work harder to present their publications objectively and to adhere to the principles of gender equality. Other issues of women’s sport coverage and experts’ opinion on them remain unsolved. We hope that these unresolved issues will stimulate more research, including that by scholars and sport experts.
Keywords: women’s sport, media, gender inequality, sexualization, ambivalence.
N. O. Voitovych, K. R. Ivantsiv, I. S. Ivantsiv-Griga The gender aspect of women’s sport representation in media
O. Makarchuk Party media in the digital age
https://doi.org/10.31174/SEND-HS2019-214VII36-14
The rapid development of the Internet has led to cardinal changes in the publishing landscape and increased the number of information receiving channels. Readers, viewers and listeners have the opportunity to receive content on a variety of platforms: from mobile phones to regular TVs. In these circumstances party strategists faced the difficult task to convey their ideas to as many supporters as possible, and not only. New approaches to delivering party content to a new media environment are needed. Some of these paths have been outlined in this article.
Keywords: Party media, internet- resources, digitalization, convergence.
O. Makarchuk Party media in the digital age
Yu. P. Shchehelska Yu. Two- and Three-dimensional Projections of Augmented Reality in Promotional Communications
https://doi.org/10.31174/SEND-HS2019-214VII36-15
Abstract. In this study, with the view to avoiding problems with translating into different languages of the essentially identical in meaning terms «spatial augmented reality», «video mapping» and «projection mapping», which are used in scientific circulation all over the world to denote one and the same technology, the author proposed to use in international scientific discourse the unified term «AR projections». The article also classifies the main varieties of AR projections, which are used by commercial brands for the purpose of promotion, and defines their specific features.
Keywords: augmented reality (AR), mixed reality (MR), AR-projections, spatial augmented reality, video mapping, projection mapping, 2D, 3D.
Yu. P. Shchehelska Two- and Three-dimensional Projections of Augmented Reality in Promotional Communications
S. O. Demianenko, Yu. A. Mushynska Specifics and consequences of formation perceptual and cognitive images of territory Ternopil region as a tool of development tourism and recreation in the region
https://doi.org/10.31174/SEND-HS2019-214VII36-16
Abstract. Goal. The specifics of formation perceptual-cognitive images of territories are investigated and their influence on recreation and tourism. Novelty. For the first time, an analysis of the formation of perception-cognitive images of Ternopil region by Ukrainians was carried out using the method of interviewing and visualization of the results obtained, as well as the main ways of regulating recreational and tourist activity in the region on the basis of the obtained data.The results of the research consist in the creation of figurative-geographical images that reflect the perception of potential tourists of the territory Ternopil region.
Keywords: perceptual and cognitive images of space, mental image, imaginative geography, imaginative-geographic research, Ternopil region.
S. O. Demianenko, Yu. A. Mushynska Specifics and consequences of formation perceptual and cognitive images of territory Ternopil region as a tool of development tourism and recreation in the region
