The influence of social and demographic characteristics of the audience on the media text perception

The article presents the results of the research regarding the influence of some social and demographic characteristics of the audience (age, professional status) on the media text perception. Such differences concerning the degree of understanding of texts, the significance of the different text elements for the addressee and emotional potential of the media texts for different age and professional groups of readers were examined.В статье представлены результаты изучения влияния некоторых социально-демографических характеристик аудитории (возраст, профессиональный статус) на восприятие медиатекстов. Установлены различия, касающиеся степени понимания текстов, значимости различных элементов текста для адресата и эмоциогенного потенциала медиатекста для разных возрастных и профессиональных групп читателей

The Formation of Multicultural Tolerance in Domestic and Foreign Media Text

The article is devoted to peculiarities of formation of multicultural tolerance in the media texts. The authors consider the ways of formation of this type of tolerance in journalism publications and social advertising. Domestic and foreign experience is analyzed.Статья посвящена особенностям формирования мультикультурной толерантности в медиатекстах. Авторы рассматривают способы формирования данного вида толерантности в журналистских публикациях и социальной рекламе. Анализируется отечественный и зарубежный опыт

The role of visual components in creating of an image of water in media texts

В статье рассматривается специфика создания образа воды в креолизованных публикациях федеральной прессы — в изданиях «Эксперт online» и «Русский репортер». Определяются ведущий тип креолизации материалов, тематика и текстовые позиции визуальных элементов, их смысловая и тональная функции.The specifics of creating an image of water in creolized publications of the Federal press — in the editions of «Expert» and «Russian reporter» is considered in the article. The leading type of text creolization, themes and text positions of visual elements, their semantic and tonal functions are determined

Scope of the Term Native Advertising

В статье рассмотрено соотношение терминов «нативная реклама», «скрытая реклама» и product placement, зачастую используемых как синонимы. Показано кардинальное отличие практик скрытой рекламы от практик нативной рекламы и product placement, состоящее в отсутствии указаний на вид контента. Предложен вариант разграничения понятий «нативная реклама» и product placement в зависимости от характера представления рекламного материала.The correlation of the terms «native advertising», «hidden advertising» and «product placement», often used as synonyms, is discussed in the article. The cardinal difference between the practices of hidden advertising from the practices of native advertising and product placement, consisting in the absence of indications of the type of content, is shown. A variant of distinguishing the concepts of «native advertising» and «product placement» depending on the nature of the presentation of advertising material is proposed

DISCURSIVE ADVERTISING PRACTICES ON THE VKONTAKTE SOCIAL NETWORK

Статья посвящена рассмотрению дискурсивных практик адресанта рекламы. На примере анализа текстов коммерческой и социальной рекламы в социальной сети «ВКонтакте» сделаны выводы о тенденциях в области построения рекламного сообщения, которые касаются выбора глубины смысловой структуры текста, моделирования общетекстовых экспрессивных эффектов, определения функций невербальных компонентов текста и предпочтительного варианта креолизации публикации.The article is devoted to the consideration of the discursive practices of the author of advertising. Conclusions about trends in the field of building an advertising message have been made. The results relate to the choice of the depth of the text semantic structure, modeling of textual expressive effects, determining the functions of non-verbal components and the preferred variant of creolization of the publication. The texts of commercial and social advertising on the VKontakte social network became the material for analysis

Effect of Divergence in Patients’ Socioeconomic Background on their Perspective of the Role of the Community Pharmacist in Amman, Jordan

Purpose: To examine the effect of divergence in patients’ socioeconomic background on their perspective of the roles of the pharmacist in Amman, Jordan.Methods: This was a single-phase observational study conducted in two different socioeconomic areas: Western (WA) and Eastern Amman (EA, which is of a lower socioeconomic status than WA) in March to May of both 2009 and 2010. A validated questionnaire was completed by patients walking into community pharmacies. The source of advice (clinical specialist, general practitioner, pharmacist, nurse or herbalist) regarding patient's disease management and medication use, as well as patients’expectation of the pharmacist were investigated.Results: 2000 patients (mean age: 35.1 ± 13.7 years, 57.2 % males) visiting community pharmacies in Amman (1000 each from WA and EA) took part in the study. The majority of patients chose the pharmacist as the source of advice on medication use (WA, 50.8 %; EA, 53.6 %), followed by the clinical specialist (WA, 35.7 % vs EA, 26.9 %, p = 0.001). Other aspects of patient perspective and expectation of the pharmacist were also assessed; in several instances, more reliance on thepharmacist was observed in EA (lower socioeconomic status) than in WA.Conclusion: The findings of this study is important for future social pharmacy studies in the area, as it shows that socioeconomic status influences patient’s perception of the role of the community pharmacist in Amman, Jordan.Keywords: Socioeconomic status, Community pharmacist, Jordan, Patient perception, Counselin

Current trends in developing education funding in the russian federation

The article aims to analyze theoretical and practical aspects of developing education funding mechanism as a business tool to provide availability of higher professional education in the Russian Federation, taking into consideration the support provided by the state for education funding in order to solve social and economic problems, motivate and support national banking sector. Successful implementation of education funding programmes largely depends on the degree to which the prospective credit party, the banking institution and the state respect each other's interests. Russian banks tend to underestimate education funding potential as a possible way to receive alternative revenue by adding this programme to the product line. The demand for education services is not especially high, but it still exists and is expected to grow in the years to follow. This is above all due to the fact that higher education becomes predominantly fee-based. The results of this analysis allowed us to identify trends and future prospects of developing student loan projects

Key Developments And Trends In Project Finance Market

The article comprises a set of theoretical and methodological approaches to the study of the concept of "project financing", and identifies some trends of development of the real sector in the project financing market of the Russian Federation and some prospects for growth of the realized deals in the project financing market. It also presents an overview of advantages of project financing transactions and assumes the main risks usually involved in such transactions. This article focuses on the role of banks in project financing and reveals some obstacles interfering intensification of production investment. It is assumed that project financing as a type of banking service is an effective tool for engagement in the modern economy. The work done in the course of the analysis allows developing a software product for financial modeling of the project giving the opportunity to assess the effectiveness of investment and construction projects under risky conditions in the market of real estate

Special characteristics of bioelectric activity of human brain during emotional perception of polycode media texts

The scientific research is devoted to the investigation of the bioelectric activity of cerebral cortex during emotional perception of polycode media texts. 11 people at the age of 18-25 years were involved in this research. Zone differences in distribution of a beta rhythm were revealed during comparison of following conditions: closed-eyes test, open-eyes test, and presentation of cognitive information with emotional arousal.Работа посвящена исследованию биоэлектрической активности коры головного мозга при восприятии креолизованного медиатекста. В исследовании были задействованы 11 человек в возрасте 18–25 лет. Выявлены зональные различия в распределении мощности бета-ритма при сравнении следующих состояний: фоновое состояние с закрытыми глазами, фоновое состояние с открытыми глазами, предъявление когнитивной эмоциогенной информации

Genotype and Haplotype Analysis of ABCB1 at 1236, 2677 and 3435 among Jordanian Population

Purpose: To determine the frequencies of important allelic variants and their haplotype frequencies of the gene among Jordanian population and to compare findings with those reported for other ethnic groups.Methods: Genotyping of ABCB1 (C1236T, G2677T/A and C3435T) was carried out on unrelated healthy Jordanian subjects. Different allelic variants were determined using polymerase chain reactionrestriction fragment length polymorphism (PCR-RFLP). The haplotype frequencies of these three SNPs were analyzed and compared them with those of other reported populations. Haplotype frequencies were calculated using Golden Helix Tree software and Linkage disequilibrium was represented by D”.Results: ABCB1 C3435T allele frequencies for C allele and T allele were 0.57 and 0.43, respectively. For ABCB1 G2677T/A the allele frequencies for G allele, T allele, and A allele were 0.65, 0.32 and 0.0, respectively. As for ABCB C1236T, its allele frequencies were 0.65 for C allele and 0.35 for T allele. C1236T, G2677T/A, and C3435T SNPs were expected to be structured in 8 different haplotypes with GC- C (37.6.0 %), T-T-T (18.6 %), G-C-T (14.3 %) and T-T-C (12 %) that were most prominent. The haplotype frequency distribution of our study group was found to be significantly different from those of Chinese, Indian, Japanese, African and Caucasian (p < 0.0001) and resemble Ashkenazi Jewish and Slovenian populations (p > 0.05).Conclusion: In addition to earlier studies, the findings of the current study provide evidence that suggest the use of genetic polymorphisms of ABCB1 SNPs as markers for ethnicity and ancestral origin. The analysis of haplotype and genotype can be useful in identifying the relation between ABCB1 polymorphism, disease susceptibility and drug disposition.Keywords: Genotype, Allele, MDR1, ABCB1, Polymorphism, Haplotype frequencie