Перегляд за Автор "Mukhanova, Olena"

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    Linguistic aspect of the category of politeness in advertising discourse
    (КПІ ім. Ігоря Сікорського, 2022) Beskletna, Olga; Shepelieva, Olena; Mukhanova, Olena
    The paper highlights the correlation between the concepts of etiquette and politeness in terms of advertising discourse. It is stated modern research on language and speech is becoming more and more interdisciplinary, focusing on functioning the language in various social and cultural contexts. Differentiation of the concepts of etiquette, politeness and etiquetization is considered. Etiquette is the broadest concept that can be defined as the objectification of existing norms of social relations in society. Politeness as a complex sociocultural phenomenon, contributing to the success of communication, is one of the means of expression of etiquette. Etiquetization is a principle of speech politeness, which is designed to facilitate the flow of communication and achieve the goals of the addressee. The category of etiquette in advertising discourse is realized through the category of etiquetization on the basis of the main features of speech politeness: care for the recipient (facilitating the perception of information by the recipient) and modulation of categorical and non-categorical nomination with predominance of noncategorical (based on objectivity, impartiality and persuasiveness). The main means of politeness include caring for the addressee (facilitating the recipient’s perception of information) and modulating the categorical and non-categorical nomination with a predominance of non-categorical (based on objectivity, impartiality and motivation) to convince the addressee of that or another statement. Politeness as a manifestation of the purposefulness of language behavior is mostly considered on the basis of rhetorical pragmatics, determining the speaker’s illocutionary goals (which speech acts are conveyed through utterances) and their social goals (speaker status depending on his courtesy, truthfulness, and irony) as well as distinguishing between interpersonal rhetoric and textual rhetoric, each consisting of a set of maxims.
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    Terminological conceptualization in healthcare professional communication
    (КПІ ім. Ігоря Сікорського, 2021) Voloshchuk, Iryna; Mukhanova, Olena
    The article considers healthcare terminology in the cognitive aspect of professional knowledge cognition and conceptualization by an expert. We apply the notion of frame semantics as the linguistics method introduced by Charles Fillmore as the model of professional cognition in the process of professional communication. The aim of the research is to illustrate cognition in science from the point of conceptualization of professional terminology and health care terminology in particular. For the study of healthcare texts and instructions we used the methods of conceptual analysis in combination with the practice of frame analysis, which consists in modeling the concept by combining different types of basic frames: comparative, subject, action, possessive, taxonomic. The frame that marks the conceptual structure of a healthcare terminology is also the issue of our analysis. Healthcare terminology is considered as a macro-term system, which splits into subsystems, for example: anatomical and histological nomenclature, a complex of pathological-anatomical, pathological-physiological and clinical terminology, pharmaceutical terminology, terminology in the field of reproductive medicine and so on. Following these approaches, the study of healthcare terms takes into account the frame semantics and its role in cognition and afterwards the nomination of professional knowledge in health care. Since concept represents the basic units of processing, storage and transfer of knowledge, one of the main properties of the frame is the categorical nature of the knowledge organization, i. e., formation in the concept a phenomenon, an object, symptoms of a particular diseases, and modeling its relationship with other units of professional knowledge. The method of frame analysis was also used to study the texts of healthcare, which consists in modeling the concept by combining different types of basic frames: subject, action, possessive, taxonomic, and comparative.
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    Zoom application for teaching english online
    (2022) Chizhova, Nataliia; Mukhanova, Olena
    The Zoom platform is similar to the real classroom and provides a variety of necessary tools. A teacher is in charge of the choice of technology and is aware that carefully considered pedagogy takes precedence over technology.