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Editor-in-chief: Dr. Xnia Vmos
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Jen Barkts, Dr. habil. Nina Tarasenkova, Dr. habil.
Andriy Myachykov, PhD in Psychology, Senior Lecturer, Department of
Psychology, Faculty of Health and Life Sciences, Northumbria University,
Northumberland Building, Newcastle upon Tyne, United Kingdom
Liudmyla Sokurianska, Doctor of Science in Sociology, Prof. habil., Valentina Orlova, Doctor of Science in Economics, Ivano-Frankivsk
Head of Department of Sociology, V.N. Karazin Kharkiv National National Technical University of Oil and Gas, Ukraine
University
Vasil Milloushev, Doctor of Science in Pedagogy, professor of
Marian Wloshinsk, Doctor of Science in Pedagogy, Faculty of Departament of Mathematics and Informatics, Plovdiv University Paisii
Pedagogical Sciences, University of Humanities and Economics in Hilendarski, Plovdiv, Bulgaria
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Veselin Kostov Vasilev, Doctor of Psychology, Professor and Head of the
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Managing editor:
Barkts N.
EDITOR AND AUTHORS OF INDIVIDUAL ARTICLES
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Statement:
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CONTENT
ECONOMICS.............................................................................................................................................. 7
Competitiveness of Enterprises in a Sustainable Agribusiness Development
. . Uzhva.................................................................................................................................................... 7
LITERATURE............................................................................................................................................. 11
Classification of the image of an artist in the novel by Y. Stelmakh Blue Car
L. I. Sydorenko.............................................................................................................................................. 11
PHILOSOPHY............................................................................................................................................ 15
. . ........................................................................................................................................... 15
The Light and the Darkness Metaphoric and Symbolic Constructs and the Issue of the Traumatized Subject
in Hagiographical Myth
M. O. Chumachenko....................................................................................................................................... 19
. . ........................................................................................................................................ 23
PUBLISHING.............................................................................................................................................. 30
(
)
. . ................................................................................................................................................ 30
SOCIAL COMMUNICATION................................................................................................................... 34
. . ...................................................................................................................................................... 34
Problems and disadvantages of education in the field of public relations (international and Ukrainian
context)
A. P. Kyrychok............................................................................................................................................... 38
. . .................................................................................................................................................... 42
Programmatic:
. .................................................................................................................................................. 45
. . ........................................................................................................................................... 49
SOCIOLOGY.............................................................................................................................................. 54
The Genesis of Folk Music in the Context of Social Needs
T. V. Belinska...............................................................................................................................................
54
:
. . , . . ............................................................................................................... 58
. . .............................................................................................................................................. 66
Science and Education a New Dimension. Humanities and Social Sciences, IV(17), I.: 108, 2016 www.seanewdim.com
Gender Stereotypes as an Indicator of Gender Incompetence of Modern Ukrainian Young People: Survey
Result Analysis
Z. V. Shevchenko.......................................................................................................................................... 70
-
. . ......................................................................................................................................... 74
Science and Education a New Dimension. Humanities and Social Sciences, IV(17), I.: 108, 2016 www.seanewdim.com
ECONOMICS
_________________________________________________________________________________________________________________________________________________________
khutdynov, A. Yudanov and others. However, in European integration and in the context of sustainable development of agricultural business in Ukraine, the issue of
increasing the competitiveness of enterprises remain relevant and requires further study.
3.Objective of this article is study of factors and justification of conditions that improve competitiveness of
agribusiness enterprises in sustainable economic development of Ukraine.
4.Materials and methods of research. Theoretical
grounding is based on observations, grouping, analytic
work at determination of the problems and tendencies of
enterprise development competitiveness of agribusiness
enterprises in sustainable economic development of
Ukraine. Theoretical foundation of research was methodological and general scientific principles of complex studies.
5.Results of discussion. Agribusiness development is
based on securing its competitiveness, which is the main
condition for competitiveness of enterprises. That is why
development of the mechanism of creation and competitiveness of enterprise determines its function in terms of
sustainable development of the national economy. The
concept of sustainable development is interpreted in different ways, but the essence is development functioning
for different competitive needs - environmental, social
and economic. The model of sustainable economic development in general, provides improved quality of life,
including the ability to regenerate ecosystems. Sustainable development is interpreted as development of the
society that makes it possible to achieve full welfare by
uniting the environmental, economic and social objectives
of the society, without exceeding limits of environmental
impact [5, 17].
Thus, the main objective of sustainable agribusiness
development is to provide the population with quality
food, and industry with raw materials. Obviously, in view
of the environment sustainable development of agribusiness will ensure the stability of biological and physical
systems, reduce a destructive impact on the environment,
improving agricultural landscapes. The main objectives of
the social component of agribusiness is increasing the
number of jobs that reduce unemployment and eliminate
poverty, promoting social integration. The economic
component of sustainable development of agribusiness is
aimed at reducing the cost per unit of production in the
rational use of natural potential. Therefore, in the implementation of the sustainable development model of the
agrarian sector of Ukraine one of the important directions
Science and Education a New Dimension. Humanities and Social Sciences, IV(17), I.: 108, 2016 www.seanewdim.com
is solving a number of issues related to creation of conditions for increase of competitiveness of agribusiness enterprises as a main driving force in ensuring the food
security of this country.
S. Pokropyvnyi determines competitiveness of enterprises as the ability to effectively conduct business and
profit over the long term [1]. T. Makarovska and N. Bondar argue that competitiveness of enterprise is its ability
to produce competitive products through the efficient use
of human and financial resources [3]. We define competitiveness as the ability to produce and sell products at a
price not higher and the quality no worse than any other
contractor in its market niche.
Competitiveness of enterprises is determined by
high production efficiency products sold through modern
equipment, technology, skilled employees and the ability
to gain and maintain long-term stable market position,
which is ensured through the effective use of the principles of marketing management.
External
Internal
Science and Education a New Dimension. Humanities and Social Sciences, IV(17), I.: 108, 2016 www.seanewdim.com
Production
Marketing
profitability of marketing
profitability of production
productivity
rate of effectiveness of
advertising and sales promotion
Financial
autonomy ratio
solvency ratio
Fig. 2. Performance indicators that determine competitiveness of enterprises in a sustainable agribusiness development
Studies have shown that Ukrainian agricultural business, due to the nature of its formation and development,
has a number of features, among which chief are the following:
- a combination by one enterprise of different activities,
ensuring their flexibility and ability to quickly redirect
their activities according to the market demands, responding quickly to changes occurring in external environment;
- in production four resources are used - land, labour,
fixed assets and financial resources;
- there is a serious disadvantage which is the seasonality
of the production process due to disparities through the
working period and the production period which are manifested in the uneven use of labour and means of production, uneven distribution of production and income during
year, with which the issue of obtaining credit in the financial institutions and the need to create additional insurance reserves of seed, feed, etc., are connected;
- average wages remain low in agribusiness enterprises,
despite the fact that it is much less than the minimum
wage set by law.
- enterprises are trying to solve the employment problem
of population by creating new jobs, which is especially
needed in rural areas;
- low development of serving infrastructure in rural areas,
on the one hand, complicates the work of agribusiness
enterprises, on the other - stimulates enterprises to cooperate for the purpose of production, processing and transportation of products;
- low base of technological base due to absence of upgrades, that is why more than half of fixed assets are
worn, requiring increasing physical effort of employees of
enterprises [4, p. 120].
So, we define the main problems of formation of competitiveness of enterprises in terms of economic, social
and environmental components of sustainable development of agribusiness. Economic problems are attributed
with difficulties in securing financing activities and its
expanded reproduction due to lack of own funds, problems with obtaining secured property and available work-
Science and Education a New Dimension. Humanities and Social Sciences, IV(17), I.: 108, 2016 www.seanewdim.com
prise; increase competitiveness of enterprise and its products; maintain competitive position and increase the market share owned by enterprise.
1. : . / . . . . - 5. . . . .: , 2004. 528 .
/ .. , .. //
2. .. .
/ .. . : , 2013. . 2. .
// . 2012. 9. . 35
16 19.
37.
6. . . 3. . . : . .
/ . . . . . / . . , . .
// . 2014. 6. . 108
. .:, 2003. 304 .
114.
4. ..
: / .. .
: , 2012. 200 .
REFERENCES
1. Economics of Enterprise: textbook / under the general editor- 4. H. Tkachuk Formation of ompetitiveness of Small Agribusiship of S. Pokropyvnyi. K.: KNEU, 2004. 528 p.
ness Enterprises: monograph / H. Tkachuk Zhytomyr:
2. Yu. Litvinova. Problems of Competitiveness of Enterprise in
ZDTU, 2012. 200 p.
Modern Conditions / Yu. Litvinova // Risk Management. 5. T. Fedorova Determination of the Conceptual Foundations of
2012. No.9. P. 3537.
Sustainable Development / . Fedorova, P. Hryhoruk // Sci3. T. Makarovska Economics of Enterprise: textbook for stuentific Journal of Kherson State University. Economics Sedents of high education establishment / . Makarovska, N.
ries. Kherson: KDU, 2013. Ed. 2. P. 16 19.
Bondar. K.:MAUP, 2003. 304 p.
6. Chaikivskyi Mechanisms to Ensure Sustainable Development
of Agricultural Enterprises / . Chaikivskyi // Innovative Economics. 2014. No.6. P. 108 114.
. .
.
. .
.
: , , , ,
.
10
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LITERATURE
_________________________________________________________________________________________________________________________________________________________
One of the challenging aspects of literature studies is discovery of classification forms of metadrama, characteristics of peculiarities of auto reflection of literature, which
are determined by the search of a new identity by the art
of word.
New wave of dramaturgy absorbed artistic searches
of writers-innovators Y. Stelmakh, P. Vysotsky, Y.
Vereshchak, M. Virginska, L. Khorolets, A. Dyachenko
and others. It represents a difficult and not thoroughly
examined phenomenon. The aim of this article is a try to
separate classification models of artistic selfdetermination of the artist, diversify authors attitude towards them in drama by Y. Stelmakh Blue Car.
The novel Blue Car was created on the edge of 19801990s.The wide discussion of the novel started after its
publishing in the journal Contemporary Dramaturgy in
1991. The writing influenced much the formation of
monodrama and peculiarities of metadrama in Russian
and Ukrainian literature.
One of the models, discovered in the result of the investigation, is a model which we qualify as aesthete,
underlining its connection with re-thinking of traditional
for Romanticism and Modernism view of the poet. Aesthete A names oneself and the hero of one of the invented subjects an artist, apart from that, the writer uses
this example periodically appealing to creation of images
of artistic personalities.
The existing of the fatal characteristic of the artist by
the high spirits is a stock phrase, expression of the some
weak point, illness, extravagance, dramatic subject of
fate, which allows him and others to understand exclusiveness and special aim of this person. As it is underlined
by the researchers of the transition period (. Toynbee, N.
Khrenov, S. Moskovichi) the attention to these signs is
especially distinctive for the transition times, as exit of the
artist from the periphery to the centre of the cultures concept sphere. Frequently, great artists enter the world of
culture with the aura of heretic. But after time passes the
image of heretic is able to transform into the image of
charismatic leader, who becomes the centre of attention.
<> he is more close to utopia than to ideology. This
occasion puts the artist in the special situation towards
power, on the one hand, and towards society, on the other
hand. It is clear that on the first stage of his activity the
artist is lonely and exists in isolation. But this loneliness
becomes a special precondition for his transformation into
charismatic leader. Placing oneself in opposition towards
11
Science and Education a New Dimension. Humanities and Social Sciences, IV(17), I.: 108, 2016 www.seanewdim.com
have a more easy life and unconsciously enlightens complex of own less value. The responsibility of the writer
and his special mission lowers to unfair burden, which
irritates the hero. in his throes of creation envies to
painters, which, to his mind, can not to think, but to
change flowers in still-life paintings depending on mood
and only them create something new. He envies composers because their works cant be comprehended (something like pa-ba-ba-ba!!), and as for him, a literature
worker, he needs to invent subjects and speak about characters and circumstances, what A: actually does by synthesizing though at readers eyes. But in critical auto
reflection A recognizes that these feelings are unworthy
of true creator and returns once again to his role.
Contrast part of the pair graphomaniac. As a proof
to this one can use texts which A originates. But this
model is fixed in auto reflection of the hero. The thoughts
about own lack of talent diminish literature worker, becomes the point of pain and inner conflict of self determination. For instance, the writer deeply suffers from that all
themes and motives are, to his mind, realized by someone
else, frequently A doesnt even notice it, contrary to the
reader. But the pitiful discoveries of own secondariness
also happen, which need excuse, explanations, accusations of others, philosophizing and modeling of certain
type of artistic behaviour. Hey, here is where I found
myself, also this was. Otello (angry) And so what? All
has taken place. There was nothing that didnt happen..
<> they use and use the theme unashamed. The use and
use... [, 1991, 70]. The exit from the situation
is seen in remaking, re-phrasing of already opened, in the
end, not to notice the same things. Let us note that Y.
Stelmakh not only comprehends the graphomaniac
type, but shows the information shock, tiredness of culture, inability to invent something new, the death of the
author, his transformation into scriptor, who remakes
something already invented principle problems for
postmodern vision of the world. This vision of the world
becomes weird itself, it is not accepted and is proved by
contrast: the existence of realistic, tragedy plan of memories of the author, which noteless for him are transformed
in innovative writing with bright personal origin.
The previous models are added by the opposition genius / lack of talent. The writer A in auto reflection
is caught between two peaks of self identification. Once
he thinks that he is genius (my though works perfectly!)
[, 1991, 64]), then a lack of talent, as natural
taste and common sense suggest the real evaluation of his
writings. To work! <> this is the only way to reach
success, recognition and realization of creative ideas.
Which creative ideas, poor talent? During half of the day
you cant find the theme. No image, no character. Take
Gogol, for instance. I come at Nevskiy and feel twenty
themes with my nose. To tell you the truth, he had a nose
far better than mine. <> He beaten me. [Stelmakh,
1991, 64].
Serious theme is carnavalised, the funny effect is deepened (the talent and success is correlated with the length
of the nose), but all this doesnt discredit, it shows the
image of artistic searches and auto reflection, definition of
stable artistic and moral priorities of the literature.
Comic modus of auto reflection marks another opposition genius (king) / fool, which, in researchers
12
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1. . . 2. . .
: 80- . . . . . , 10.01.01 . / . . . . :
/ . . . :
, 2006. 512 .
, 2007. 20 .
13
Science and Education a New Dimension. Humanities and Social Sciences, IV(17), I.: 108, 2016 www.seanewdim.com
3. . . / . . . : - . , 2000. 368
.
4. . .
/ . . // . . 5. . : . -, 2002. . 1625.
5. . . / ; [. .]. . :
, 1998. 480 .
6. . / //
. 1991. 1. . 5978.
7. . . / . .
. . : , 2002. 448 .
LITERATURE
1. Bondareva O.E. Myth and drama in the latest literary context, 4. Merezhinska G.Y "Eastern European" postmodern modification / G.Y Merezhinsky // Philological workshops. - Vol. 5 structural renovation communications through simulation
K: Kyiv. University Press, 2002. - P. 16-25.
genre. Monograph / OE Bondareva. - K: "Fourth Wave",
2006. P. 512 .
5. Moscovici S. Century crowd. Historically treatise on mass
2. Bondar L.O. Yaroslav Stelmakh in works in the context of
psychology / Serge Moscovici; [Lane. with the French.]. - M.,
"new wave" Ukrainian drama 80s of the twentieth century.
"Center for Psychology and psychotherapy, 1998. P. 480.
Author. Dis. candidate. Philology. Sciences, 10.01.01 - 6. Stelmakh J. Blue car / Yaroslav Stelmakh // Modern dramaturgy. - 1991. - 1. -WITH. 59-78.
Ukrainian literature / L.O. Bondar Cooper. - Kherson: Kherson State University, 2007. P. 20 .
7. Khrenov N.A Culture in the era of social chaos / N.A Khrenov. - Moscow: Edytoryal URSS, 2002. P. 448 .
3. Epstein M.Postmodernism in. Literature and Theory / M. Epstein. - Moscow: Publishing House R. lynyna,2000. P. 368.
.
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14
Science and Education a New Dimension. Humanities and Social Sciences, IV(17), I.: 108, 2016 www.seanewdim.com
PHILOSOPHY
_________________________________________________________________________________________________________________________________________________________
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Corresponding author. E-mail: zoya209@ukr.net
Paper received 17.11.16; Revised 22.11.16; Accepted for publication 25.11.16.
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Spiritual and social elements of freedom
Z. N. Atamanyuk
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.
Key words: freedom, freedom of the individual, spiritual values, social values.
. .
. . , . - ,
, . -, .
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18
Science and Education a New Dimension. Humanities and Social Sciences, IV(17), I.: 108, 2016 www.seanewdim.com
The Light and the Darkness Metaphoric and Symbolic Constructs and
the Issue of theTraumatized Subject in Hagiographical Myth
M. O. Chumachenko
Department of Culture Studies and Media Communications of Kharkiv State Academy of Culture, Kharkiv, Ukraine
Paper received 23.10.16; Revised 27.10.16; Accepted for publication 05.11.16.
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.
Key words: light, darkness, traumatized subject, hagiographical literature, martyrdom.
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Science and Education a New Dimension. Humanities and Social Sciences, IV(17), I.: 108, 2016 www.seanewdim.com
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,
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Science and Education a New Dimension. Humanities and Social Sciences, IV(17), I.: 108, 2016 www.seanewdim.com
. .
, . ,
Corresponding author. E-mail: svetlana01091970@mail.ru
Paper received 11.11.16; Revised 15.11.16; Accepted for publication 20.11.16.
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28
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6. Poltoratskyi, O. Pan-futurism / O. Poltoratskyi // Semenko M.
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Oleksiy Poltoratskiy as a theorist of Ukrainian futurism
S. M. Kholodynska
Abstract. Oleksiy Poltoratskiys theoretical works are analyzed. For the specified time he was one of the profound theorist of
Ukrainian futurism. It is shown that O.Poltoratskiys position is observed in vivid manner in his research devoted to the substantiation 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.Poltoratskiys theoretical emotion is nourished by the matter concerning appropriateness of art preservation within the terms of new society formation.
Key words: pan-futurism, art, ideology, art texture, social order
. .
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29
Science and Education a New Dimension. Humanities and Social Sciences, IV(17), I.: 108, 2016 www.seanewdim.com
PUBLISHING
_________________________________________________________________________________________________________________________________________________________
( )
. .
. ,
Corresponding author. E-mail: prykhoda@yahoo.com
Paper received 19.11.16; Revised 23.11.16; Accepted for publication 25.11.16.
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Shevchenko / translated by Michael M. Naydan; translations
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Science and Education a New Dimension. Humanities and Social Sciences, IV(17), I.: 108, 2016 www.seanewdim.com
4. JI.B. :
/ . .: , 2004. 274
5. . // Scientific Letters o f Academic Society o f Michal Baludansky. 2016. Vol. 4,
No. 1.
REFERENCES
1. Gabor V. From Joyce to Chubay. Essay, literary research and 5. Pykaluk R. The Genre of scholarly monographs in the
interviews. Lviv: LA Piramida, 2010. 168 p.
repertoire of modern Ukrainian publishing houses // Scientific
2. Grigoriev N. The repertoire of strategy in the contemporary
Letters of Academic Society o f o f Michal Baludansky.
educational book publishing for
2016. Vol. 4, No. 1.
higher education (for example, publications in the Humanities 6. Senyk, A. Y. The Repertoire policy of the publishing house
and socio-economic disciplines): dissertation abstract ...
"Lviv Polytechnic" (2005-2009) // Book and press in the
candidate of philological Sciences. Moscow, 2010. 27
context of cultural-historical development of Ukrainian
.
society. 2011. Vol. 4. Pp. 270-276.
3. Datus . Smith, Jr. The textbook publisher. Kyiv: Love 7. Teremk, V. Publisher-XXI. Challenges and strategies: a
Ukraine, 1999. 192 p.
monograph. Kyiv: Academica, 2012. 324 p.
4. Zimina L. V. Modern publishing strategies: From traditional
book industry to network technologies of cultural memory /
Monograph. .: Science, 2004. 274 p.
Repertory expansion strategy as a means of intercultural communication (For example, the author of the publishing of the
"Private Collection")
Ya. V. Prykhoda
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.
( )
. .
. , . , , , , ,
.
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33
Science and Education a New Dimension. Humanities and Social Sciences, IV(17), I.: 108, 2016 www.seanewdim.com
SOCIAL COMMUNICATION
_________________________________________________________________________________________________________________________________________________________
. .
Corresponding author. E-mail: imkitsa@gmail.com
Paper received 29.09.16; Revised 06.10.16; Accepted for publication 10.10.16.
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1. . - 4. . ([ ]/ // )/ . .: ., 1993.
:
http://www.
franko.
lviv.ua
/faculty/
130.
jur/Internet/PART-3_10.htm
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Science and Education a New Dimension. Humanities and Social Sciences, IV(17), I.: 108, 2016 www.seanewdim.com
//http://www.offsetprint.ru/kak-sozdat-effektivnuyureklamu?page=0%2C0
8. . /.// :.... 2003. -.5
9. Cook G. The Discourse of Advertising/ Cook Guy. 2nd
edition. London: Routledge, 2001.
REFERENCES
1. Vaskivskyi J. Evolution of the advertising in Ukraine/ Jurii 5. Keebl R. The journalistic ethics/Keebl Richard. K.,2007.Vaskivskyi//
http://www.
franko.
lviv.ua
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188p.
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6. Ogilvi D. Ogilvi about advertising/David Ogilvi.
2. Hettins D. The secrets of the creating advertising materials or
M.:Eksmo,2007.-232p./ L.Shpaner// Televizijna i radiojurnalunwritten secrets of the copywriting/Dominik Hettins. M.:
istika. 2003. Issue 5.
Astrel, 2007. 186p.
7. Polits A. How to make an effective advertising/ Polits A. 3. Jeffkins F. Advertising/Frank Jeffkins. K.:Znannya, 2001.
//http://www.offsetprint.ru/kak-sozdat-effektivnuyu456p.
reklamu?page=0%2C0
4. Zernetska O. The new mass media/Olha Zernetska.- 8. Shpaner L. The phsycological mechanism of action of TV
K.:Nauk.dumka,1993.- 130p.
advertising
.
: ,
, ,
.
: , , , ,
The advertising as the instrument of commercialization of the modern ukrainian mass media.
M. Kitsa
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
37
Science and Education a New Dimension. Humanities and Social Sciences, IV(17), I.: 108, 2016 www.seanewdim.com
Introduction. National education system requires an essential reframe, a modification of the approach to staff
training in order to provide its competitiveness. Due to the
fact that nowadays Ukraine is experiencing fundamental
changes in economical and socio-political field, the state
faces some new challenges. One of the directions of solution for difficult contrarieties of social development is
humanistically oriented formation of public opinion in
order to create an atmosphere of common understanding
and harmony in the society. Today such a goal can also be
lain upon public relations specialists, because PR contributes to forming a respectable image and a public opinion
as well, due to understanding based on the sufficient information awareness.
The existent national practice of public relations specialists activity demonstrates some serious disadvantages
in their training, which results in losing information wars,
social pressure increase etc. A big number of problems in
PR-education exist in global context and in national PRsegment as well.
An analysis of papers written by foreign and national
scientists who have researched the problems of staff training in the field of public relations has served as the scientific basis for our research.
Concerning to the foreign scientists who have researched the problem of PR-education, we will mention
scientific experience of such scientist as E. Bernace,
J.Grewing, I.Lambert, S.Harisson, I.Perimo, M.Sanders
and L.Hatchinson. These scientists have researched global
problems existing in public relations education and the
ways of their solution. Concerning the national scientists
we would like to emphasize the experience of such scientists as G.Pocheptsov, V.Risun, V.Ivanov, O.Kurban,
N.Grytsiuta, L.Havkina, E.Tykhomirova who have researched problematic aspects of public relations education
in Ukraine.
The objective of this article is to research basic problems existing in the public relations field.
Basic material presentation. In spite of the increase
of interest to public relations researches, the themes related to educational training in this field have not been studied enough. For example, in the USA some questions,
among which are the following: Is a correspondent scientific degree necessary for public relations practitioners?; Shall public relations be considered to be a component of a programme in communications or management? are still under the discussion [3].
In the scope of giving a complex answer to the questions, we will mention a critical review of higher education institutions providing a high-level public relations
38
Science and Education a New Dimension. Humanities and Social Sciences, IV(17), I.: 108, 2016 www.seanewdim.com
Moreover, the lack of research interest in the public relations field should be noted. PhD scientific degree is a
necessary condition to find an employment in a higher
education institution and to take up an appointment. Considering the ratings, two of metric parameters, which are
often used, are a per cent part of PhD in the teaching staff,
as well as the quantity and quality of research which result is exposed in scientific journals.
Journalism faculties in the USA which are focused on
professional preparation acutely react to this problem and
do their best to improve the qualification of the teachers.
For example, according to the accreditation standards of
the Accreditation Council on Education on Journalism
and Mass Communications, ACEJMC [1], a teaching staff
member is obliged to take part in research or creative activity. The preparation obtained within the scope of doctoral programmes helps the teachers to maintain the spirit
of competition in the research field.
Concerning the improvement in the field of public relations education, we should note the following: it would be
good if practitioners more often consider a career in
teaching and obtaining a scientific degree as a supplementary variant of their earnings. A good start here could be
part time teaching at the university and a possibility of
promotion to a full time job.
University departments specialized in social communication should encourage a bigger number of students to
focus on public relations as a subject matter with an attractive prospective of employment.
In Ukraine the problems with staff assistance for PR
education also exist: those who teach public relations
quite often are specialists in history, marketologists, journalists, economists who have mastered one or another
subject matter.
Due to the fact that specialists in other fields get involved in the professional field of public relations and the
practice itself is constantly enriched and changed, there is
a need for division of training system for public relations
specialists into two parts: a system of basic preparation in
special higher education institutions and a system of constant professional development for PR specialists who
have already have practical activity, has becoming of special importance [13, p. 452].
Foreign experience in the field of higher education
demonstrates that European teachers perceive ethical
norms in the education and ethical teaching as an important element of the academic activity of the students
learning PR specialty.
The peculiarity of our higher education system is in the
fact that in Ukrainian higher education institutions the
course of ethics is a separated subject, optional or obligatory, whereas in Europe the programmes of ethical education are integrated in all educational activities. European
specialists emphasize: A recommended way of implementation of ethical instructions is an implementation of
the latter into each course of public relations academic
programme. The most effective methods of teaching ethics are thematic research, modelling and discussion in
small groups. The less effective are Socratic dialogues
(for example, a method of discussing some question on
the grounds of respect of the interlocutors to each other
and common search for truth), scientific articles and lectures [6].
The ethical component in PR has been researched by
such scientists as G.Pocheptsov and V.Korolko, but they
emphasized in a greater degree on following ethical
39
Science and Education a New Dimension. Humanities and Social Sciences, IV(17), I.: 108, 2016 www.seanewdim.com
educational space, as the assimilation of the best experience and European models of education. However, in
national education the attention is not focused on ethical
questions. Nowadays teaching ethics is still very limited:
if such a course is taught, it has a volume of one lesson a
week during one term only. Needless to say, the questions
on how to implement ethical norms teaching into educational subjects or how to widen a course of ethics are still
pending.
In the modern conditions of social medium functioning
an effective planning of academic programmes of preparation of public relations specialists should be based in a
greater degree on the approach which consists in constant
monitoring to find out whether any changes concerning to
their qualification take place. Quite high rate of sociocultural changes in combination with the inertness of the
education system, fast and intensive development of modern technological society in many things determines the
necessity to intensify studies and education systems, to
provide constant observation of professional product market, to adjust the academic process to up-to-date education programmes in an effective way [14].
Concerning other problems related to PR-education in
Ukraine, the national system requires cardinal reinterpretation from all points of view. It concerns the approaches
to staff preparing in different subjects, particularly, public
relations specialists as well. Today the first step is taken
at the level of all the system of higher education: a new
law of Ukraine On Higher Education which is meant to
democratize the education field and make it more competitive, has been adopted. Due to the fact that Ukraine has
been surviving cardinal changes in economic and social
field, the state faces new challenges of XXI century [12],
particularly, such as the skill of teaching and preparing
new qualified staff in PR. Present approaches to examination of this question require a wide reinterpretation
achieved in PR field in order to obtain a possibility to
determine new directions of improvement and development in public relations specialists preparation.
Economic programmes of the course Public Relations appeared in the world in 80s of the last century,
i.e., not so long ago. Due to this fact the question what to
teach, how to teach and who must teach future PRspecialists, are still opened [11]. In the opinion of the scientist A.Kryvonosov, Ukrainian PR has the same problems other postsoviet countries [9].
Concerning to the question of PR specialists training,
many problems related to adaptation of those who have
graduated from the higher education institutions to modern conditions of the job market and the development of
new training standards appear.
The analysis of papers written by national and foreign
scientists concerning to the preparation of public relations
specialists and the components of this profession allowed
to determine theoretical insights which concern the concept itself, its structure and functioning. So, the scientists
V.Korolko, V.Moyseyev were first who have proposed
the concept of applied aspects of using public relations,
V.Risun, G.Pocheptsov, V.Korolko, Y.Tykhomyrova,
A.Chumikov proposed a theory of modern ideology of
public relations and V.Korolko, O.Nekrasova, V.Ivanov,
O.Dudko were the first who developed the principles of
interaction of public relations as a social institute which
collaborates with other institutes. Concerning to foreign
scientists, we should mention the paper of Scott M.Catlip
40
Science and Education a New Dimension. Humanities and Social Sciences, IV(17), I.: 108, 2016 www.seanewdim.com
local. Identity crisis in the field can be classified as educational: polemics on the question about what category of
activity PR shall be classified to have still been carried
on. A high demand, but at the same time a low quality of
education which predominantly does not meet the expectations, also belongs to this category. The profession is
quite popular, and that is the reason why a higher demand
for specialists in this field is observed in the job market.
There are also such problems as the lack of highly experienced teaching staff and the problems of ethical education
in public relations. One more quite pending issue is a
permanent controversy between teachers and practitioners
concerning to the question of how an effective education
model must be created.
An out-of-date post-soviet education model, a lot of
theory and not enough practice, non-formulated clear
model of education in the field of public relations, the
lack of dialogue between practitioners and teaching staff
and as a consequence the low level of preparation of a
student in all the fields can be classified as national or
local problems.
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Science and Education a New Dimension. Humanities and Social Sciences, IV(17), I.: 108, 2016 www.seanewdim.com
. .
Corresponding author. E-mail: ariane@ukr.net
Paper received 20.10.16; Revised 25.10.16; Accepted for publication 30.10.16.
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44
Science and Education a New Dimension. Humanities and Social Sciences, IV(17), I.: 108, 2016 www.seanewdim.com
Programmatic:
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Corresponding author. E-mail: vezhelr@mail.ru
Paper received 21.10.16; Revised 02.11.16; Accepted for publication 05.11.16.
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48
Science and Education a New Dimension. Humanities and Social Sciences, IV(17), I.: 108, 2016 www.seanewdim.com
. .
,
Corresponding author. -mail: yatsymirska@ukr.net myatsym@yahoo.com
Paper received 21.10.16; Revised 28.10.16; Accepted for publication 05.11.16.
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communication // Scientific journal. Journalism Series.
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Taras Shevchenko National University of Kyiv. Ukraine. 3. Drahan-Ivanets N. V. Strategies of effective influence:
Kyiv, 2009. T. 35. P. 1822. .:
persuasion factors in modern journalistic texts. Manuscript
www.journ.univ.kiev.ua; Yatsymirska Mariya. The synergy
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2. Vyshnytska Alena. Hov to improve your Language Ukrainian:
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five online resources / MediaSapiens. 8 September, 2016 //
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Ukraine
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13. Hlibovytskyy E. Values in journalism a tool, not an abstract issue // Access: http://theukrainians.org/jschoolhlibovytskyi/ 6 September. 2016. Ukraine.
14. Yatsymirska Mariya. Visual texts in social networks
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SOCIOLOGY
_________________________________________________________________________________________________________________________________________________________
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Science and Education a New Dimension. Humanities and Social Sciences, IV(17), I.: 108, 2016 www.seanewdim.com
role of music in the lives of nations, its value as a psychological incentive to certain actions, to understand that
domestic needs bring to life particular music. The investigator of Ibo nation music Echezon W. wrote: This comprehensive method is particularly important not only
because the beliefs, legends, customs, music, etc. are
transmitted in Ibo from ancestors to descendants as an
oral tradition, as it maintains and collects spiritual values
of the people; and also that the role of music in the life of
Ibo is not only spiritual but also social; and every more or
less significant event is with its participation. Melodies
and rhythms are like signposts in life of every Ibo their
songs are the principle that unites people in the labor
process. Any kind of work is accompanied with singing,
no matter it is associated with some characteristic movement or not. Even acting not as a direct accompaniment
of the production process, music is necessary as a powerful internal stimulant [5, p. 85-86].
Even with these brief details, we can judge what a truly
epochal role was played by primitive art for human formation, the most important thing it was the first form of
knowledge and education transfer necessary for social life
features of character, social and psychological skills.
Since the late Neolith (about 6000 years ago), people
go to a sedentary agriculture. Gradually wildlife symbolism (hunting objects) disappears from the Paleolithic art,
it is increasingly associated with the annual agricultural
calendar holidays there folklore appears. Most social
functions, performed at one time by original art, were
transferred to folklore. This is naturally because, as one
researcher writes, in comparison with all known forms of
our art folklore is closer historically and structurally to
primitive art [6, p. 85-86].
Until the emergence of world religions and then coexisting with them for thousands of years, oral folklore was
a book of all known knowledge at the time: scientific,
ethical, educational, cosmological and more. From birth, a
small child education started with a lullaby, which was
guardian, which reassured and carried the first information about the world. Later a song quietly and unobtrusively brought up character it was a symbol of different
life situations; singing molded ear for music, and lyrics
developed a taste for artistic and imaginative thinking. A
number of tunes, logos, dedicated to specific ceremonial
events (caroling, meet spring, celebrating the great sun on
Midsummer harvest (Kupala), weddings, etc.) were produced in ritual music.
Folklore absorbed something new that eventually gave
rise to the society. Ukrainian history reflects the emergence of Christianity, social changes (Cossacks, Chumatstvo), it also reflects the influence of homophony in
music.Without fears of exaggeration, we can say as primitive art brought our distant ancestors from the animal
kingdom and made them people, as folklore in preliterate
era kept the historical memory of nations, formed their
identity, sense of belonging to the community and prepared the next step in human development - the establishment of written culture.
Greek antiquity had the greatest impact on the further
progress of the human mind, science, formation of pedagogics. For the first time in European history music art
attracts not only students and artists but also philosophers.
At that time philosophy was engaged not only by philo-
sophical and ethical issues, but also natural and humanitarian studies since then separate science and research
activity have not been established, and were, in fact, complex.
For the first time music has been allocated from the
system of art and has generated numerous myths and
specific theoretical researches. The ancient Greeks gave
music magic (or medical-therapeutic) values; they tried to
explain the structure of space due to it, developed musical
theories, and accepted it as a powerful social and educational tool [7, p. 5-6]. For example, Plato primarily was
interested in the task of a strict and simple state creating,
so he insisted on the limited usage of some musical instruments (especially flutes) as well as on usage only
those modes that have contributed to consolidation of two
essential tendencies in character: for the peaceful moderate life. (Dorian system that was considered as strict and
unusual situations that require courage and ability to
overcome difficulties. Phrygian mode was considered fit
for a war) [7, p. 25].
Incidentally, Platos educational value of music evaluation is so acute that it seems to belong to our contemporaries (and he is very enlightened and wise). He discusses
an educational and practical value of a number of studies:
As for music, it can probably be questioned (the usefulness of its study); as now they are engaged in music just
for pleasure. But our ancestors put music to general education subjects because the nature itself as it was pointed
repeatedly, seeks to give us the opportunity not only to
direct our activities in a proper way, but also to use our
leisure time well [7, p. 134].
Let us pay attention to the above indicated and summarize. Already in the V-IV centuries. BC (and actually even
earlier, but we have information from later sources ranging from Plato, Aristotle), there are two opposing views
on music and its place in people's lives. The first one was
developed and maintained by hedonists, they were supporters of music as a kind of enjoyment. This point of
view in consciousness and in practice could be developed
only when the society become a slaveholding and freeborn people had time for studying of philosophy and art.
The second look at music as something educational was
much older, and it was so important that at some stage of
pedagogical idea development music was put to general
educational subjects. Parallels to our time are suggested
(perhaps especially in our time): music is used as fun and
as a mean of education. Thus, the study of music has at
least 2500 years; the same time is for awareness of its
educational value. Moreover, it took the same time 2500
years to folklore finally became the subject of study and
educational tool. But let us continue to follow the chosen
path, tracing the formation of the public opinion on the
need for the music and folklore usage.
In the Middle Ages European civilization has incurred
some loss in social and public understanding of music
(comparing with antiquity, and partly with the late Neolithic). Instead of an age-long traditional culture, which
was developed continuously from the Upper Paleolithic to
antiquity, Christianity came with its own values, often
antagonistic to the last culture. As it happens in history,
new achievements were accompanied with losses. Though
music continued to play the leading emotional and suggestive role in worship as it belonged to her from the
55
Science and Education a New Dimension. Humanities and Social Sciences, IV(17), I.: 108, 2016 www.seanewdim.com
1730, next year the kobzar fled from the tsars rule. He
was caught and sent back to the court according to the
imperial decree. In the royal palace in Moscow, he was
married in November 14, 1742 and he had been at the
court until 1749, when was promoted to colonel and returned to Poltava, later he died [10, p. 91]. Judging by
the fact that the kobzar was priced by the rank of colonel, he was needed, and respected as well as the folklore, which he had to perform for tsars. However, until the
XVIII century interest in folklore is within the domestic
level, often unconscious needs.
But there is some evidence that folk song was one of
the important components in cases where it was necessary
to fight for the assertion of national interests and national
priorities. Considerable importance in the struggle
against the Polish Catholic domination was defending the
native songs and music [11, p. 16]. In particular, this
phenomenon occurred in Ukraine during the formation of
Brotherhood schools (early XVII centuries); folk songs
were performed by students of bursas and seminaries,
their intonations were used for the creation of sacred
music, especially by A. Wedel.
Drastic changes occurred in the second half of the
XVIII century. Although they have been maturing from
the late Middle Ages. M. Azadovskyy reveals these processes: In the previous era and the beginning of the
XVIII century spontaneous interest in folklore, certifying
by numerous handwritten songbooks, epic records, collections of sayings and others was intrinsic. At the end of the
century there is a significant desire to master this element,
to understand the flow of handwritten literature and establish criteria for the selection and evaluation [12, p. 112].
In England, Germany, Russia and other countries there
have begun actively collecting and studying of the first
verbal folk art, and since the end the XVIII century also
folk music. At the same time a German scientist I. Herder
introduces the term a folk song. Influenced by Ukrainian people's minds, which he was delighted by, Herder
wrote: Ukraine will become new Greece: beautiful sky
under which there live local people, cheerful disposition
of the people, their natural musical ability, their fertile
soil together will produce their beneficial impact [12,
p.120].
The evidence of great positive changes in interest in
folklore was the publication of folk songs with notes. At
the end of the XVIII century there were published two
collections, which launched essentially musical folklore.
Their drafters consciously oriented to amateur artists,
therefore, repertoire and educational and pedagogical
needs were intended. These were collections by Trutovsky W. and I. Pracha, which contained no separate systematization of Ukrainian and Russian folk songs, which
indicates a favorable public perception by Russian public
of XVIII century of Ukrainian folk music and speech (that
unfortunately, was not true for the XIX century).
Finally, the XIX century brought fundamentally new
achievements in relation to folklore as its serious theoretical study begins. First of all this are works by O. Serov, P.
Sokal, B. Odoievskyi. The last one, speaking at the opening of ceremony of the Moscow Conservatory in 1866,
put the main emphasis on the need of folk music studying.
Congratulating the first course introduced in teaching
History of Church Music in Russia, he said, We hope,
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Conclusions. Consequently, the value of the XIX century, the changes that it has brought to the development of
public opinion on folk music, cannot be overemphasized.
First of all, thousands of folk songs there were collected;
thousands of them were issued; secondly, we have finally
formed opinion in regards to the arts; and thirdly, a documentary and theoretical basis for studying of folk music
was created; fourthly, the need to introduce ethnography
and folklore into training plans is recognized and the first
of them are implemented on historical and philological
faculties of universities. The teaching folk music objectives realization (except for rare, even heroic, Lysenkos
efforts, who outstripped his time) has been started since
early 1920. But this is a great topic for another conversation.
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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 metasubjectess as a property of the participant of a sociality consisting in subjectivity relatively to own subjectivity
is drawn.
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65
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. .
. . ,
Corresponding author. E-mail: I_Nabrusko@ukr.net
Paper received 27.10.16; Revised 03.11.16; Accepted for publication 10.11.16.
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Science and Education a New Dimension. Humanities and Social Sciences, IV(17), I.: 108, 2016 www.seanewdim.com
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of no significance
very important
_____1_____2_____3_____4_____5_____
24. Name the occupations, which in your opinion are strictly
mens: ___________
25. Name the occupations, which in your opinion are strictly
womens: ___________
26. Select statements with which you agree:
1). The crucial thing for a woman is to be attractive and for a
man to be clever.
2). Men are more apt to exact sciences, whereas women to humanities.
3). Women are more emotional than men.
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Corresponding author. E-mail: talsy74@ukr.net
Paper received 11.11.16; Revised 15.11.16; Accepted for publication 20.11.16.
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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 subjects. 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 socialcommunicative competence of highly professional health care worker.
Key words: humanization, liberalization, humanities, professional competence, social and communicative competence health
worker.
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