Purpose. An empirical verification of the Hemingway’s “sad hypothesis” and study of some individual characteristics of a discourse formation in a process of short texts understanding. -/- Methods and procedure of research. The study was based on the principle of a standardized interview, which was carried out on a random sample (103 respondents) using the questionnaire. The subjects interpreted two proverbs and the short story by Hemingway (“For sale: baby shoes, never worn”). In each case, it was proposed to choose (...) one of the six ready-made interpretations or to create an original one. Proverb explications were classified by experts as “normative” or “deviating”, and interpretations of the story were evaluated into “sad” or “pragmatic” ones. Also, a “normativity index” was calculated for each respondent, reflecting the number of normative renditions of proverbs. The Psychogeometric test was used, and such socio-demographic characteristics were recorded as: gender, age, having children. -/- Results. This study refutes the “sad hypothesis” regarding Hemingway’s six-word story affect. The prevalence of pragmatic type interpretation over sentimental one is statistically significant. The type of interpretation turned out to be not directly related to any of the considered socio-demographic characteristics. It was found that the sad interpretation of the story reliably corresponds to a high normativity of the proverbs explications. Conversely, respondents with deviating interpretations of proverbs were significantly more likely to interpret Hemingway’s story in a pragmatic way. Differential psychological features, which were distinguished using the Psychogeometric test, turned out to be an insignificant predictor of the six-word story interpretations. -/- Conclusions. The analysis of the research results made it possible to argue the thesis that the differences in the formation of individual discourses are directly related to a worldview and indirectly determined by other factors in turn influencing the outlook. The interaction of the worldview with discursive practice that arises in the process of short texts understanding is carried out according to differential scenarios. These scenarios are conditioned by such individual characteristics as discursive conformity and discursive lability, which, in turn, correspond with high and low normativity, respectively. Above features are cognitive in nature. Their ontological localization coincides with the I-language (Chomsky). (shrink)

Purpose. This article is devoted to the case study of relevant linguacultural stereotypes of the particular organization’s managerial culture and based on corresponding results the inquiry of the discourses formation features associated with the lexico-semantic meanings dispersion of (Foucault). -/- Methods and Procedure of Research. Top managers of a large Ukrainian enterprise (67 respondents) were asked to arbitrarily describe the following concepts – “manager”, “subordinate”, “managerial style”. Each concept was differentiated according to the principle of the lexico-semantic opposition (“productive – (...) counterproductive”). The obtained set of texts was lemmatized and a frequency analysis of the lemmas was carried out as well. Collocations were also evaluated, in particular, repeated n-grams were identified. In the further analysis were used all detected n-grams and those lemmas, the observed frequencies of which statistically significantly exceeded the expected ones. -/- Results. Discourse formation features are determined by the paradigmatic relations of lexico-semantic units (words) and their semantic linear compatibility. The paradigmatic dispersion of a discourse is represented by the quality of connections between lemmas according to the criterion of the paradigm types to be found. Also informative is the assessment of the lemmas number (granularity of the discourse) and the spectrum diversity of paradigmatic relations in the discourse. These parameters reflect the properties of homogeneity/complexity of discourse meanings dispersion. The syntagmatic dissemination of discourse is manifested by the features of the words semantic linear interrelationship in each n-gram. This parameter reflects the quality of rationalizations (verbal-logical chains) associated with the corresponding discourses. The length of n-grams (the number of words) is also indicative – the higher n, the more differentiated the discourse is and vice versa. Matching the words semantics in n-grams with lemmas allows one to draw a conclusion regarding the internal consistency (integration) of the discourse. -/- Conclusions. Psycholinguistic tools can be effectively used in an organizational phenomena study. In particular, the frequency analysis of lemmas, their lexico-semantic evaluation, as well as the qualitative analysis of n-grams in the problem-targeted texts of respondents allows one to solve applied research issues related to the assessment of current linguacultural trends in an organization and understanding their possible causes. Managerial culture, as a linguacultural phenomenon, is represented by a set of stably reproduced discourses in the process of the organization’s functioning. At the same time, discourses are constituted by the dispersion of meanings (words), which is being realized in two linguistic dimensions – paradigmatic and syntagmatic ones. (shrink)

This article is devoted to describing results of conceptualization of the idea of mind at the stage of maturity. Delineated the acquisition by the energy system (mind) of stable morphological characteristics, which associated with such a pivotal formation as the discourse. A qualitative structural and ontological sign of the system transition to this stage is the transformation of the verbal morphology of the mind into a discursive one. The analysis of the poststructuralist understanding of discourse in the context of the (...) dispersion of meanings (Foucault) made it possible to formulate a notion of it as a meaning that is constituted by the relation between the discursive practice and the worldview, regarded as a meta-discourse or a global discursive formation. In consequence of this relationship, a discrete and simultaneous scattering of meanings arises, the procedural side of which is a concrete discourse, and its productive aspect is linked with the creation of a local discursive formation. Based on this view it is proposed a logical formula of discourse, which takes into account the entropy of the language and the entropy of the worldview, as a particular manifestation of the mind entropy. Using this formula and considering the reactive nature of discourse, it was developed a classification, which included such types of discourses as reactive, suggestive, synthetic and creative. In turn, the proposed types of discourses are correlated with the specific characteristics of certain activities, as a psychological category. Also, it was considered the translation of the structure of discourse dissipation from the cognitive plan into the affective sphere because of which it is formed a hierarchy of significances, which performs the sense-forming function. It was analyzed the inverse influence of the hierarchy of significances on the structure of meanings dispersion and for respective account it was introduced a conditional coefficient of the value deviation of the significance of the meanings. This parameter reflects the sense correction of the meaning that occurs in the process of the emergence of discourse from discursive practice. Thus, the discourse is presented as a complex dynamic formation of the mind arising at the maturity stage of the system as a result of the combined effect of entropic dispersion of meanings and the value deviation of their significances. (shrink)

In this article, the results of conceptualization of the definition of mind as an object of interdisciplinary applied research are described. The purpose of the theoretical analysis is to generate a methodological discourse suitable for a functional understanding of the mind in the context of the problem of natural language processing as one of the components of developments in the field of artificial intelligence. The conceptual discourse was realized with the help of the author's method of structural-ontological analysis, and developed (...) in the mainstream of the system-methodological tradition of the school of G.P. Shchedrovitsky and intended for descriptive research of subject areas of interdisciplinary objects of scientific study. As a result of the structural and ontological analysis of the super-system, the relevant place and role of the directly studied system (mind) are determined, and its primary process and material are localized and structural and functional connections are described. At the basic level, the mind is conceptualized as an energy process unfolding in a spatio-temporal environment and accompanied by archetypal structuring of neural impulses into images. The genesis of the system is separately analyzed by constructing a structural-ontological matrix that reflects the initial stage of the development of the mind. The primary process is concretized with the help of hetero- and homeostatic dichotomy, and also the most significant features of the consistent transformation of the material of the system and its ascent to verbal morphology are described. The structural-ontological comparison of the functioning of the verbal intelligence with the preverbal level has been carried out. The transformation of neural impulses of needs into words, as verbal units fixing semiotic values is analyzed. Structural-ontological connections that determine the reactive and prospective characteristics of the functioning of the system are disclosed. The position of the chronological primacy of "semiotic readiness" for language with respect to the debut of the latter as an information-sign model of the environment is argued. The hypothesis of domination at the initial stage of the development of the mind of exopsychic functions over endopsychic ones is formulated. The theoretical substantiation of the hypothesis of the inevitability of the ontology of language in the functional understanding of the mind is given, corresponding structural and ontological arguments are given, including those based on the ideas about the information relationship between affects and needs, according to the views of P.V. Simonov. The arguments are presented in favor of the non-alternative methodology of A. Turing in studies of artificial intelligence. (shrink)

Публикация (#16) из научно-популярного цикла: "Структурная онтология познания с доктором Шимко".

The article proposes systematisation and development of the discourse of the East European methodological traditions regarding application of the systematic approach as a way of subject localisation in psychological research. In particular, the author’s version of systematic localisation of psychological research subjects by means of structural and ontological visualisations has been developed. The procedure proposed for systematic localisation of the researched subject includes four subsequent stages: 1) fixation of the borders and structure of the ontological field which is being studied; (...) 2) segment analysis of the obtained structure; 3) study of specifics and contents of structural and functional ties; 4) visual mapping of genesis of the core processes. The article describes specifics of application of systematic localisation of the subject of research at the example of such researched object as personal socialisation. (shrink)

This article contains the results of a theoretical analysis of the phenomenon of natural language understanding (NLU), as a methodological problem. The combination of structural-ontological and informational-psychological approaches provided an opportunity to describe the subject matter field of NLU, as a composite function of the mind, which systemically combines the verbal and discursive structural layers. In particular, the idea of NLU is presented, on the one hand, as the relation between the discourse of a specific speech message and the meta-discourse (...) of a language, in turn, activated by the need-motivational factors. On the other hand, it is conceptualized as a process with a specific structure of information metabolism, the study of which implies the necessity to differentiate the affective (emotional) and need-motivational influences on the NLU, as well as to take into account their interaction. At the same time, the hypothesis about the influence of needs on NLU under the scenario similar to the pattern of Yerkes-Dodson is argued. And the theoretical conclusion that emotions fulfill the function of the operator of the structural features of the information metabolism of NLU is substantiated. Thus, depending on the modality of emotions in the process of NLU, it was proposed to distinguish two scenarios for the implementation of information metabolism - reduction and synthetic. The argument in favor of the conclusion about the productive and constitutive role of emotions in the process of NLU is also given. (shrink)

The article presents the results of our observations on syntactic, semantic and plot peculiarities of oral language activity, we find it justified to consider the above mentioned parameters as identification criteria for discovering characterological differences of Ukrainian-speaking and Russian-speaking objects of contact profiling. It describes the connection between mechanisms of psychological defenses as the character structural components, and agentive and non-agentive speech constructions, internal and external predicates. Localized and described plots of oral narratives inherent to representatives of different character types.

Система сучасної професійної підготовки вчителів англійської мови та філологів зумовлена зміною мети мовної освіти, її оновленим змістом, розробкою інноваційних комунікативних методик, трансформацією технологій навчання. Професійна підготовка є обов’язковим підсумковим етапом підготовки майбутнього вчителя та філолога. Глобалізаційні тенденції розвитку сучасного суспільства ставлять нові вимоги перед освітою, що відіграє вирішальну роль у становленні молодої людини. Чинна гуманістична концепція ґрунтується на визнанні людини найвищою суспільною цінністю, а освіту, її зміст визначає як необхідну умову становлення, всебічного розвитку, самоствердження і творчої самореалізації духовно багатої особистості.

The transformational pace of modern education, healthcare, business management systems, etc., requires new approaches for prompt and reliable personality assessment. Phenotypology is one of such theories and it claims of the discovered interconnections of a person’s psychological and psychophysical characteristics on the basis of individual features of his/her phenotype. The article aim is to present some validation results for the Phenotypology hypotheses as a possible tool for personality assessment. In order to verify connections between phenotypic treats and individual behavior, we (...) conducted the study when respondents were differentiated according to some anthropometric (facial) peculiarities and characterological features. The results were quantified and analyzed using the mathematical-statistical linear regression. The research output contains the rationale for the conclusion that there are no statistically significant correlations between some phenotypic body features and such individual psychological characteristics as aggressiveness, impetuosity, pedantry, passivity, etc. In particular, the validity of using of appropriate phenotypologic representations to predict the examined character traits was studied. The obtained results disproved the possibility to use directly the phenotypic approach for reliable characterological profiling. Though, the study outcome is tentative due to some limitations on generality. It is necessary to continue verification of the Phenotypology hypotheses with a broader experimental sample with the inclusion of various ethnic and racial groups’ representatives. However, until then, based on actual findings, the practical application of the Phenotypology statements is doubtful, at least for the purposes of character diagnosis and personality assessment. (shrink)

Objective. Study of the validity and reliability of the discourse approach for the psycholinguistic understanding of the nature, structure, and features of the linguistic consciousness functioning. -/- Materials & Methods. This paper analyzes artificial neural network models built on the corpus of texts, which were obtained in the process of experimental research of the coronavirus quarantine concept as a new category of linguistic consciousness. The methodology of feedforward artificial neural networks (multilayer perceptron) was used in order to assess the possibility (...) of predicting the leading texts semantics based on the discourses ranks and their place in the respective linear sequence. Same baseline parameters were used to predict respondents' self-assessments of changes in their psychological well-being and in daily life routine during the quarantine, as well as to predict their preferences of the quarantine strategies. The study relied on basic ideas about discourse as a meaning constituted by the dispersion of other meanings (Foucault). The same dispersion mechanism realizes itself in interdiscourse interaction, forming a discursive formation at a higher level. The method of T-units (Hunt) was used to identify and count discourses in the texts. The ranking of discourses was provided based on the criterion of their semantic-syntactic autonomy. -/- Results. The conducted neural network modeling revealed a high accuracy in predicting the work of the linguistic consciousness functions associated with retrospective self-assessment and anticipatory imagination of the respondents. Another result of this modeling is a partial confirmation of the assumption concerning existence a relationship between the structural parameters of the discursive field (the rank of the discourses and their place in the respective linear sequence) and the leading semantics of the text. -/- Conclusions. A discourse approach to the study of linguistic consciousness, understanding of its structure and functioning features seems to be reasonably appropriate. The implementation of the approach presupposes the need to form a base of linguistic corpora with the inclusion in each text markup of such parameters as: the presence of specific discourses, their ranks, positions in the linear sequence of discourses. (shrink)

Публикация (#3) из научно-популярного цикла: "Структурная онтология познания с доктором Шимко".

The manuscript presents a summary of the results of the linguistic semantics study of Covid-19 related quarantine. Research conducted on a sample of Russian speaking Ukrainians. Found content and structure of the respective discursive field. Described features of inter-discourse connections. Established that the actualization of some discourses is accompanied by the deactivation of others, what makes quarantine semantics biased. Also, it was suggested that some of the discourses are indirectly positively associated and form the semantic core of the quarantine concept.

Objective. Study of the Covid-19 related quarantine concept as an emerging category of linguistic consciousness of Ukrainians. -/- Materials & Methods. The strategy of the study is based on the logical and methodological concept of inductivism. Respondents were asked to write down their own understanding of the quarantine, formulate an appropriate definition and describe the situation, which in their opinion is the exact opposite to quarantine. Respondents also assessed how much their psychological well-being, their daily lifestyle during quarantine had changed, (...) and ranked their preferences for the quarantine strategies proposed to them. A discursive analysis was applied to the obtained texts, as a result of which nine discourses were identified. These data, along with some socio-demographic characteristics were subjected to multidimensional mathematical and statistical processing. -/- Results. Covid-19 related quarantine is represented in the linguistic consciousness of Russian-speaking Ukrainians by a discursive field, which includes at least nine recognizable, semantically autonomous discourses. Empirically discovered such phenomenon as – inter-discourse semantic dissociation. Its essence is a statistically significant reduction in the probability of some discourses appearing in the texts when others are being actualized there. This feature is associated with the innate negativity of the language and determines the semantic biasing of the quarantine concept. Inter-discourse semantic dissociation, as well as the influence of non-discursive factors constitute the discursive formation of the quarantine concept, which is qualitatively characterized by the hierarchical relationship of its components. At the same time, it was revealed that part of the discourses interacting “horizontally” are indirectly associated “vertically”, which forms the stable semantic core of the quarantine concept. Partial empirical confirmation has been found of the previously put forward assumptions about: a) the existence of such a relationship between discourses and psychological defense mechanisms (as character-forming factors) that contributes to the hierarchical structure construction of discursive formations; b) the differential nature of discourses and mechanisms of psychological defenses interaction, which makes it possible to single out the discursive aspect in a characterological profile and consider a discourse as an operator of characterological semantics. -/- Conclusions. An empirical study made it possible to form a primary idea of the substantive and structural semantic features of the quarantine concept, as an emerging category of linguistic consciousness of Ukrainians. The results obtained have a potentially useful application perspective. Thus, when implementing anti-epidemiological measures, it is important to consider the studied features of the discursive formation hierarchical structure of the quarantine concept, since discursive semantics are associated with cognitive focusing, which, in turn, affects the behavior direction and its upshots. (shrink)

Objective. Conceptualization of the definition of space as a semantic unit of language consciousness. -/- Materials & Methods. A structural-ontological approach is used in the work, the methodology of which has been tested and applied in order to analyze the subject matter area of psychology, psycholinguistics and other social sciences, as well as in interdisciplinary studies of complex systems. Mathematical representations of space as a set of parallel series of events (Alexandrov) were used as the initial theoretical basis of the (...) structural-ontological analysis. In this case, understanding of an event was considered in the context of the definition adopted in computer science – a change in the object properties registered by the observer. -/- Results. The negative nature of space realizes itself in the subject-object structure, the components interaction of which is characterized by a change – a key property of the system under study. Observer’s registration of changes is accompanied by spatial focusing (situational concretization of the field of changes) and relating of its results with the field of potentially distinguishable changes (subjective knowledge about «changing world»). The indicated correlation performs the function of space identification in terms of recognizing its properties and their subjective significance, depending on the features of the observer`s motivational sphere. As a result, the correction of the actual affective dynamics of the observer is carried out, which structures the current perception of space according to principle of the semantic fractal. Fractalization is a formation of such a subjective perception of space, which supposes the establishment of semantic accordance between the situational field of changes, on the one hand, and the worldview, as well as the motivational characteristics of the observer, on the other. -/- Conclusions. Performed structural-ontological analysis of the system formed by the interaction of the perceptual function of the psyche and the semantic field of the language made it possible to conceptualize the space as a field of changes potentially distinguishable by the observer, structurally organized according to the principle of the semantic fractal. The compositional features of the fractalization process consist in fact that the semantic fractal of space is relevant to the product of the difference between the situational field of changes and the field of potentially distinguishable changes, adjusted by the current configuration of the observer`s value-needs hierarchy and reduced by his actual affective dynamics. (shrink)

Objective – is to formulate a methodological discourse regarding the place and role of the language interconnected with the process of socialization of a person and develop a systemic idea of the corresponding functional features. -/- Materials & Methods – this discourse is formulated on the basis of a systemic idea of the personality socialization, which, in turn, is realized using the structural-ontological method of studying the subject matter field in interdisciplinary researches. This method involves the construction of special visual-graphic (...) matrices that reflect the interaction of the primary process and the material of the studied system. -/- Results. The work with the structural-ontological matrix made it possible to analyze the functions of the language in the context of such significant factors of socialization as complex psychodynamics, civilization space and the function of reflection. At the same time, reflection is considered at the level of two plans – primary (reflection-bond) and secondary (reflection-splitting). This made it possible to deduce the idea of the role of language beyond the traditional framework of working with text and analyze the place of the language in the context of activities to establish a connection between individuals, which is realized in a specific cooperative situation (Shchedrovitsky). In particular, the look at language as a specific tool of civilizational rationing, the mechanism of which is provided through reflection-communication. Thus, the language is examined through the prism of its systemic influence on the morphology of the psyche. -/- Conclusions – a structural-ontological analysis of the place and role of language in the process of personality socialization has led us to construction of a hypothesis about the phenomenon of language discontentment, as a tendency to distance away ego-consciousness in the process of individuation from linguistic ontology. The arguments were also advanced in favor of the assumption regarding the peculiarities of the influence of language discontentment on cultural activities and the psychodynamic contribution of this phenomenon in the midlife crisis (Jung). (shrink)

The article presents the results of an interdisciplinary (psychological, behavioral, sociological, urban) survey of residents of elite residential complexes of Odessa regarding theirs urban infrastructure preferences, as well as the degree of satisfaction with their place of residence. It was found that respondents are characterized by a high level of satisfaction with their place of residence. It was also revealed that the security criterion of the district is the main one for choosing a place of residence, which indicates the unmet (...) townspeople need for the general safety of the urban environment. Based on the obtained empirical data, an analysis of significant factors affecting the urban infrastructure preferences of residents from the point of view of the systemic concept of the social ecology of the city is conducted. Obtained data viewed that living in high-rise (multi-storey) buildings correlates with a low level of satisfaction, while low-rise buildings positively correlate with such significant aspects as the view from the window, a small number of neighbors, proximity to the sea, and effective house management. Multivariate regression revealed a positive relationship with such infrastructure objects as shopping and entertainment centers, postal services, places of family leisure, etc., which indicates the dominance of the consumer strategy in the behavior of the city resident. The collected empirical material served as the base for identifying the behavioral trends of the townspeople and allowed to simulate a qualitative profile of the activity of everyday support and personal development. (shrink)

The article presents the results of a survey of Odessa residents as part of a study of the motivational and value preferences of townsfolk in the field of fitness. It has been established that the determining motives for choosing a place for fitness are the individual trainer's approach to the client, personal comfort and convenient location of the fitness club. It was revealed that respondents have an interest in innovative training, but it has not yet acquired the character of a (...) trend. We also obtained data about the significance of playing sports under the supervision of a personal trainer and sports physician. The collected empirical material served as the basis for revealing the behavioral patterns of townspeople and allowed to identify three groups of city residents who are characterized by different motivational and value preferences in the field of fitness. The first ones are focused on personal achievements, the second – on health, good physical form, good time among like-minded people, the third – on the development of special skills, achievements and opportunities to escape from problems. Based on the survey, it was also revealed that the overall physical development of the child is the leading physical motivation for children to do sports, and despite the fact that children may have certain achievements in sports, parents do not attach much importance to them. (shrink)

Today's realities require medical institutions to take more careful account of intangible factors that make up an irreplaceable component of cultural characteristics. Changes in the socio-economic conditions of economic activity have led to increased attention of the management of medical institutions to the need to form a corporate style that will provide additional competitive advantages. The purpose of the study is to identify the functions and elements of the corporate style of a medical institution and its subdivisions, to find out (...) its impact on the collective consciousness and behavior of consumers of medical services and to establish requirements for its development. The methodological basis of the study is modern research on the formation of corporate style and its impact on the reputation and successful development of organizations. The main hypothesis of the study is the assumption that corporate style influences the level of recognition and authority of a medical institution. Summary of the main research material. It is proved that an authentic, working corporate style for a modern medical institution is a necessary element of its organizational culture. It is determined that the corporate style contributes to creating a positive image of a medical institution in the eyes of consumers; allows distinguishing a medical institution from other medical institutions with a similar range of services; strengthens the organizational spirit of medical staff; increases the effectiveness of advertising; and creates a favorable image of a medical institution. The originality and practical significance of the study lies in the fact that a comparative analysis of the elements of corporate style of city clinical hospitals in Dnipro, which are clearly implemented on the official pages on the Internet, was carried out. Conclusions and prospects for further research. The conducted research has made it possible to state that the considered medical institutions of the city of Dnipro do not pay the necessary attention to the formation of their own corporate style. Sporadic initiatives and events create the appearance of the existence of a corporate style of a medical institution, but do not ensure the existence of such a corporate style that would work to increase the recognition and authority of a medical institution. (shrink)

Проблеми взаємовпливу та взаємозв'язку економіки і культури складні й різноманітні, тому є теоретично й практично актуальними: без глибокого вивчення і методологічного та інституціонального визначення їх ролі неможливо зрозуміти сутність сучасних тенденцій в глобалізованому економічному процесі і нові тенденції суспільного середовища. В сучасному розумінні роль культури в економічному аспекті слід розглядати як функціонально пов’язану з усім суспільним виробництвом, головним чином – у відтворенні робочої сили та «інтелектуальному оснащенні» працівника. Сьогодні інновації та знання пронизують не тільки всі сфери певної національної економіки, вони (...) «розсіюються» у світовому просторі, перетинаючи державні кордони. У цьому випадку мова йде про міжнародний перелив або трансфер знань, який формується під впливом економічної культури суспільства. (shrink)

The article discusses the role and importance of storytelling in the context of creating and maintaining organisational culture in the healthcare sector. Medical institutions are constantly solving complex tasks related to the provision of high-quality medical care and interaction with patients and staff. In this regard, storytelling is an important tool, aimed at strengthening cultural values and adjusting goals. The study examines the nature of organisational culture, its main components and culture, its main components and the peculiarities of its formation (...) and maintenance in medical institutions. Organisational culture affects all aspects of business processes and is an important element of corporate identity, in particular in the healthcare sector. healthcare. The authors determine that storytelling as a communication tool has become an important part of business communication and management in recent decades part of business communication and management practice in recent decades. Storytelling can be used to form common values and create meaningful narratives that promote cultural change and support the organisational organisational identity of healthcare facilities. Stories in healthcare facilities reveal the specifics and uniqueness of the organisation, help to distinguish it from competitors from competitors and create a competitive advantage in the market. They form the organisation’s identity and the loyalty of employees and customers. Storytelling has an impact on on the organisational culture of a medical institution, promotes stability and highlights the unique character of the organisation character of the organisation; it allows to form values, beliefs and needs of of employees based on the institution’s mission. Storytelling is important for understanding medical discourse and the system of narratives in healthcare organisations. It supports or discredits official narratives or discredit them, depending on the perception of stakeholders. It is important that storytelling in healthcare facilities is accessible to all stakeholders and promote internal identification and loyalty to the institution. Thus, storytelling is an essential tool for building and maintaining organisational culture in healthcare facilities, helping to create a unique identity and competitive advantage. The article aims to stimulating discussion of the experience of using storytelling and further research of this important aspect of management in the healthcare sector. of healthcare enterprises. (shrink)

Introduction. The medical sphere is constantly evolving, requiring improved approaches to its organisation and functioning. Advances in medical technology, observable changes in patient needs and growing competition challenge medical institutions to improve their strategies and approaches. Marketing technologies are becoming one of the key tools for achieving strategic goals. Purpose. This article is aimed at studying the peculiarities of the use of marketing technologies in the medical field. The main purpose of the study is to analyse the impact of marketing (...) tools on the development and success of medical institutions. Method (methodology). The methodological approach involves the use of an analytical approach to studying current trends in marketing and their impact on the healthcare sector. The study uses methods of data analysis and comparative analysis of marketing practices in medical institutions. Results. The study found that the use of targeted marketing strategies allows healthcare facilities to attract more patients, increase customer satisfaction and ensure an excellent reputation. The results of the study show a positive impact of the use of marketing tools on changing the perception of medical services by patients. Conclusions. The scope of application of the results is the practical activities of medical institutions seeking to improve their strategy of promotion and interaction with customers. The findings of the study can be used by marketers and managers of healthcare organisations to develop and implement effective marketing strategies. In summary, this article reveals the importance of using marketing technologies in the healthcare sector and provides practical recommendations for their successful implementation. The study emphasises that marketing in the healthcare industry is necessary to increase competitiveness and ensure quality medical care. (shrink)

Стаття присвячена питанням формування інформаційної компетентності майбутнього менеджера-економіста в сучасному освітньому просторі Украхни.

Монографію присвячено теоретичним дослідженням менеджменту науки. Розглянуто сутність управління науковим пошуком як окремого виду діяльності. Досліджено шляхи вирішення фундаментальних та прикладних питань, які виникають під час проведення наукових досліджень та впровадження їх результатів. Визначено категорії культури наукового пошуку. Окрему увагу приділено питанням захисту інтелектуальної власності, а також презентації та комерціалізації результатів наукових розробок. Монографія буде корисною для магістрів, аспірантів, молодих науковців та усіх, хто займається науковими дослідженнями.

The article is timed to coincide with the thirtieth anniversary of Ukraine's independence. Based on the generalization of fundamental and applied studies of scientists, the author's vision of such category as the gender parity is conceptualized. Based on the analysis of historical events related to the development of the state, the formation of cultural and social values in determining the gender identity of modern society is substantiated. Based on the analysis of literary and regulatory sources, the structure of the state (...) administration of Ukraine is visualized, which has become the basis for the diagnosis of gender aspects. Based on the analysis, the problems of gender parity in the public administration system of Ukraine are identified. (shrink)

Digital technologies are becoming an essential tool in modern trade, contributing to its development and change. This article examines global trends in using digital technologies in trade and their potential impact on the Ukrainian market. The research shows that e-commerce, mobile shopping experience, smart technologies, and data analytics are key areas that affect consumers and business processes. The authors of the article analyze the impact of digital technologies on consumers, pointing to the growth of e-commerce and the convenience of online (...) shopping. Smart technologies such as facial recognition, chatbots, and virtual reality are becoming increasingly common in trade processes. The authors discuss the potential benefits of digital technologies for the Ukrainian market and point out the need to adapt and implement these innovations. (shrink)

Problem statement. Modern marketing requires effective tools to attract and retain customers, as well as improve communication with the audience. In this context, the use of artificial intelligence, in particular, ChatGPT (Generative Pre-trained Transformer), can be a promising innovative solution. However, the conclusions about the potential benefits and limitations of using ChatGPT in marketing are ambiguous, due to the little experience gained in this area. The purpose of the study is to assess the potential of using ChatGPT in marketing strategies, (...) to study the opportunities and challenges it presents for improving the efficiency of communication with customers and brand development. The methodological basis of the study is based on modern research on marketing and artificial intelligence and analysis of the results of using ChatGPT in real marketing campaigns. The main hypothesis of the study is the assumption that the use of ChatGPT in marketing can improve the quality of customer service, increase brand engagement, and increase customer loyalty. Summary of the main research material. The study examines the results of using ChatGPT in marketing strategies, in particular in online communications, especially in areas where personal interaction with customers is important. The working hypotheses were confirmed based on the analysis of data and information collected during the study. Possible limitations and challenges related to the implementation of ChatGPT in marketing practices were identified. The originality and practical significance of the study lies in the fact that the analysis helped to reveal the potential of using ChatGPT in marketing strategies and made it possible to formulate recommendations on the optimal use of this technology to attract and retain customers. Conclusions and prospects for further research. The conducted research allowed us to state that the use of ChatGPT in marketing contributes to increasing the efficiency of marketing activities of the enterprise in general and improving communications with customers in particular. Further research may include the development of new algorithms and strategies for the optimal use of artificial intelligence in marketing. (shrink)

An ecosystem model of effective solution to the customer management quality issue based on the platforms’ (internal and external) interaction is proposed, which indicates that digital platforms are the main tool of digital corporate transformation and regeneration. The key elements of the digital leadership strategy based on the “business model-ecosystem” interaction were identified, allowing determining the main features of the digital leadership strategy and forming the deployment direction within the corporate structure. The “road map” model of digital leadership strategy formation (...) is introduced, the stages’ sequence of digital strategy formation is systematized, and its key elements are outlined. (shrink)