Перегляд за Автор "Voloshchuk, Iryna"

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    Leadership language in the course of war: framing and reframing aspects
    (КПІ ім. Ігоря Сікорського, 2023) Voloshchuk, Iryna; Glinka, Nataliia; Usyk, Galyna
    The article presents a multimodal study of leadership language on the example of Ukrainian president Volodymyr Zelensky’s speeches. The significance of the article is determined by the need to investigate the strategy of the modern political narrative of the leader by creating frames and its implementation in both the national and foreign mass media landscapes. The work analyzes how media coverage of Zelensky’s orations constructs frames of the Russian-Ukrainian war viewing. How media (using a mechanism that allows creating a new psychological frame to expand their perception) reframes the outlooks by imposing a specific interpretation onto events. As a result of both textual and visual analysis of Zelensky’s video messages, it is evident that to achieve the communicative goal, the President uses a complex system of argumentation schemes (from the sign “argument from the sign”, by analogy “argument by analogy”, cause and-effect relationship). Numerous strategic and tactical communicative techniques and tools (metaphors, metonymies, epithets, comparisons, allusions, means of stylistic syntax) aimed at creating a frame of Ukraine and shaping its identity allow his speeches to sound clear and convincing.
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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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    The linguistic status of ideation in startup discourse
    (КПІ ім. Ігоря Сікорського, 2023) Voloshchuk, Iryna; Glinka, Nataliia; Sats, Leonid
    The paper is devoted to the study of the linguistic status of ideation in startup discourse and its influence on the promotion of innovations in the context of digital marketing in Technology for elaborating on effective professional and marketing communication. The development of startups is the practical discipline that embraces the toolkit of methods to work out, generate, and promote ideas, and their analysis to find out the effective investment policy. Specific language means and strategies are used to present ideas, concepts, and solutions. In the startup environment, they are studied from the point of view of the interaction of verbal (startup pitch decks – information dominant in the ideation process) and visual modes (visual communication tool Venngage for Business which helps to convey complex content in a more visually appealing way – performative dominant in the ideation process). The rhetorical aura of the ideator (ethos, logos, pathos) and his synergistic enthusiasm (entrepreneurial spirit and dynamism) are determined separately, aiming at conveying innovative ideas to attract investments and build effective communications with clients. Information dominant ideation is updated with a logical presentation of arguments, facts, statistics, and persuasive evidence that confirm the idea’s value and convince the audience of the startup success. Performative dominant ideation is actualized by multimodal interactivity that activates the perception of the idea by the audience, through the interference of verbal and visual means stimulated by neurotransmitters. Among these we single out the use of emotionally colored words, metaphors, and stylistic techniques that cause emotional resonance in the audience, acting on consciousness and subconsciousness. The research is based on the platforms Techleaders Talks, Keynote developers speakers, and IT Arena startup competition. As a result of the research, it was determined that idea pitching is a rhetorical phenomenon of professional communication that works in the paradigm of design thinking and has a clear toolkit aimed both at attracting the attention of investors and the inquisitiveness and interest of the audience. Aspects of idea pitching, such as the ideator's rhetorical aura, synergistic enthusiasm, persuasive argumentation, and multimodal interactivity are highlighted and their functions in the presented startup ideas are determined. The article also analyzes Google startups from the point of view of linguistic means of presenting the startup's philosophy, mission, values, and culture.