The role of social advertising in the solution of social problems

В выпускной квалификационной работе рассматривается механизм воздействия социальной рекламы и критерии ее коммуникативной эффективности. На примере проекта «Все равно?!» продемонстрированы возможности социальной рекламы в привлечении внимания широких слоев общественности к актуальным социальным проблемам.In the final qualifying work, the mechanisms of the impact of social advertising and the criteria for its communicative effectiveness are considered. On the example of the project “Vse ravno?!” the possibilities of social advertising in attracting the attention of the general public to pressing social problems are demonstrated

Fine Needle Aspiration Biopsy of Thyroid Nodules: Diagnostic Value, Technical Aspects, Analysis of Results

The goal of the study was to determine diagnostic value of fine needle aspiration biopsy (FNAB) in detection of malignant thyroid tumors based on retrospective analyses of 40696 FNAB of patients with thyroid nodules. Results. Comparison of the results of FNAB with postoperative histological examination data from 3004 patients revealed that the rate of false positive cytopathological results was 1.2% and the rate of false negative results was 1.8%. The sensitivity reached 99.67%. The specificity of FNAB when taking into account follicular lesions dropped to 16.29%, while leaving follicular lesions - 94.29%. Cytological results of 49609 FNAB of patients with thyroid nodules according to Bethesda system were arranged as follows: noninformative results - 8%, benign nodules - 81.9% (colloid nodules - 71.6%, autoimmune thyroiditis - 10.2%, subacute thyroiditis and others - 0.02%), follicular lesions - 7.2% (follicular neoplasm - 7.1%, follicular lesion of indeterminate value - 0.1%), suspicious for malignancy - 0.02%, malignant tumor - 3%, among the latter papillary carcinoma - 93%. Malignant tumors, according to postoperative histological examination, were detected among the group with cytological diagnosis “follicular neoplasm” in 16.3% of cases. After performing FNAB of regional lymph nodes with suspicious ultrasound signs the metastases of papillary carcinoma were revealed in 24.6% of cases. Application of FNAB in clinical practice at our Center to all patients with thyroid nodules of 1 cm in size and larger resulted in increment of thyroid operations for oncological indications from 12.5% in 2004 to 53% in 2012. Conclusion. FNAB under ultrasound control is the most informative differential method for thyroid diseases, permitting to reveal primary and metastatic thyroid lesions. FNAB allow to evade nonobligatory diagnostic operations in many patients

Is it advisable to perform preoperativelaryngoscopy in all patients due to undergo the thyroid and parathyroid surgery?Analysis of 5172 preoperative laryngoscopies

Given the yearly growth of thyroid and parathyroid surgery, diagnosis of such serious complications as paresis of the larynx is still relevant today. Endoscopic laryngoscopy is the main method of controlling laryngeal function. The timely detection of violations of this function in the postoperative period allows for patients to be sent to specialists quickly for treatment. Nonetheless, the role of laryngoscopies in the preoperative period has not been precisely recognized. The main contentious issue has become the need to perform preoperative laryngoscopies on all patients due to undergo operations on the thyroid or parathyroid glands.For this paper, we analyzed 5172 consecutive endoscopic laryngoscopies. The role of preoperative laryngoscopy when planning surgery on the thyroid or parathyroid glands was determined. Aim: to evaluate the feasibility of performing routine laryngoscopies on patients due to undergo surgery for diseases of the thyroid and parathyroid glands. Materials and Methods.  This paper presents an analysis of the results of preoperative laryngoscopy on 5172 patients who underwent surgical procedures on the thyroid and parathyroid glands. Results.  Preoperative one-sided paresis of the larynx was detected in 12 (0.23%) of the 5172 patients. Patients did not exhibit bilateral paresis of the larynx. Conclusions.  Preoperative paresis of the larynx is rare, and performing routine endoscopic laryngoscopies on all patients due to undergo thyroid or parathyroid gland operations is not appropriate