OPINION LEADER THEORY IN THE CONTEXT OF INTERNET MARKETING

Purpose: The article deals with the two-step communication theory, which relies on the assumption of information being transmitted to the audience through intermediaries designated as opinion leaders. The study aims to determine the up-to-date characteristics of opinion leaders as social actors. Methods: An empirical study using the survey method is conducted on a sample of 400 students of universities in Kazan (Russia) aged 18 to 24. Results: The study provides insight into the classical theory through the prism of the modern realities of media content and the media environment, where opinion leaders are being replaced by Internet influencers. Based on empirical material, the paper outlines the main problems and limitations of the use of Influencers as a technology for the promotion of goods and services

EFFICIENCY OF INFORMATION SUPPORT MEASURES FOR THE LEVEL OF INTEREST IN ELECTIONS AMONG RUSSIAN YOUTH

Background: As part of the organization and conduct of elections in Russia, extensive work on voter information and campaigning is being done by all actors involved in information support for elections, both at the federal and local levels. The integrated work of all participants in information support of elections addresses various aspects related to the knowledge, attitudes, motives, intentions, values, and actions of voters. These aspects include the following set of measures: informing voters about elections, increasing the electoral culture of citizens, work on maintaining and increasing interest in elections, intention to participate in elections, involvement in issues related to the discussion of election campaigns of candidates and parties, interaction with the content on electoral topics, direct participation in elections. Goal: The objective of the study is to assess the effectiveness and efficiency of activities in the field of information support of elections, particularly efforts to increase interest in elections among voters. Methods: The study uses the method of comparative analysis of the level of interest of the youth electorate of two age groups, 18-24 years old and 25-34 years old, to elections, both before the information support of elections and after the information and propaganda campaign. Results: Both age groups show a rather low level of interest in elections. Data analysis reveals both the strengths and weaknesses of election information coverage and gives an opportunity to outline the vector of voter outreach

Trends in the methodology of media consumption study in the field of cinema in Russia

The relevance of the topic is conditioned by the need for scientific understanding of media analytics and a qualitative understanding of its methods as promotion tools, as well as for the introduction of the research stage of media consumption into the film production process to popularize and further promote domestic film products among the Russian audience. In the Russian film industry, this experience is especially necessary within modern economic conditions. The need to ensure the financial success of Russian film products, which are subsidized by the state, has led to the interest in finding new approaches promoting and increasing the loyalty of the cinema audience, which is especially important at a time when only 1 out of 10 domestic films pays for their film production during the distribution period

СРАВНИТЕЛЬНЫЙ АНАЛИЗ ХИРУРГИЧЕСКОГО ЛЕЧЕНИЯ НЕСТАБИЛЬНЫХ ПЕРЕЛОМОВ КЛЮЧИЦЫ

Introduction. Study of different treatments effectiveness of these injuries allows to distinguish the rational side of medical factors, which directly reflect the key pathogenetic mechanisms. A substantial portion of the currently used methods of clavicle fractures surgical treatment allow one to achieve rapid recovery of structural and functional patterns of the patient in most cases.The purpose of the study is to improve the results of surgical treatment of patients with fractures of the clavicle in the middle third. Material and methods. The study included 104 patients with fractures of the clavicle in the middle third.In the main group (48 patients) the clavicle lockable rod of the original design was used for osteosynthesis, in the comparison group (56 patients) plate osteosynthesis was performed.Results and discussion. The proposed technology of operative treatment of clavicle fractures in the middle third using the original hip compression-locking rod must improve the results of treatment in this group of patients. The developed algorithm of diagnostics, treatment and rehabilitation of patients with clavicle fractures allows to improve the results of treatment, provides domestic and social reintegratie patients. Conclusion. Analysis of the clinical studies results have revealed a reliable advantage of the results on a scale DASH and a lower frequency of complications in the main group (p<0.05).Введение. Изучение эффективности различных способов лечения данных повреждений позволяет выделить рациональные стороны лечебных факторов, что прямо отражает ключевые патогенетические механизмы. При этом значительная часть используемых в настоящее время методик оперативного лечения переломов ключицы позволяют достичь быстрого восстановления структурно-функциональных стереотипов пациента в большинстве случаев. Цель исследования: улучшение результатов хирургического лечения пациентов с переломами ключицы в средней трети.Материал и методы. В исследование вошли 104 пациента с переломами ключицы в средней трети. В основной группе (48 пациентов) для остеосинтеза ключицы использовался блокируемый стержень оригинальной конструкции, в группе сравнения (56 пациентов) проводился накостный остеосинтез. Оценка результатов проводилась по шкале DASH через 3, 6 и 12 месяцев после остеосинтеза. Результаты и их обсуждение. Предложенная технология оперативного лечения переломов ключицы в средней трети с использованием оригинального компрессирующего блокируемого стержня повысила результативность лечения данной группы пациентов. Разработанный алгоритм диагностики, лечения и реабилитации пострадавших с переломами ключицы позволяет улучшить результаты лечения, обеспечивает бытовую и социальную реинтеграцию пациентов.Заключение. Анализ результатов клинического исследования выявил достоверное преимущество результатов по шкале DASH и меньшую частоту осложнений в основной группе (p<0,05)

Application of Machine Learning to Predict the Acoustic Cavitation Threshold of Fluids

The acoustic cavitation of fluids, as well as related physical and chemical phenomena, causes a variety of effects that are highly important in technological processes and medicine. Therefore, it is important to be able to control the conditions that allow cavitation to begin and progress. However, the accurate prediction of acoustic cavitation is dependent on a complex relationship between external influence parameters and fluid characteristics. The multiparameter problem restricts the development of successful theoretical models. As a result, it is critical to identify the most important parameters influencing the onset of the cavitation process. In this paper, the ultrasonic frequency, hydrostatic pressure, temperature, degassing, density, viscosity, volume, and surface tension of a fluid were investigated using machine learning to determine their significance in predicting acoustic cavitation strength. Three machine learning models based on support vector regression (SVR), ridge regression (RR), and random forest (RF) algorithms with different input parameters were trained. The results showed that the SVM algorithm performed better than the other two algorithms. The parameters affecting the active cavitation nuclei, namely hydrostatic pressure, ultrasound frequency, and outgassing degree, were found to be the most important input parameters influencing the prediction of the cavitation threshold. Other parameters have a minor impact when compared to the first three, and their role can be compensated for by alternative variables. The further development of the obtained results provides a new way to optimize and improve existing theoretical models

Experimental Study of the Acoustic Cavitation Threshold in Sunflower Oil Depending on Different Impact Regime

In engineering problems associated with acoustic wave propagation in a liquid, cavitation onset could be an adverse phenomenon, or, conversely, a required process. In both cases, knowledge of the ultrasonic parameters that lead to cavitation onset under given external conditions is relevant and necessary for solving both fundamental and practical problems. The present work proposes experimental results of studying the threshold of acoustic cavitation, which was implemented at different ultrasound frequencies with a change in external pressure, power of transducer and temperature of the liquid. The experiments were carried out for sunflower oil. The test findings demonstrated how the cavitation threshold changes with varying the power of ultrasound exposure in time. In addition, the effect of external pressure fluctuations on cavitation onset was investigated. The obtained results contribute to the understanding of cavitation processes and could be necessary for verification of theoretical models

Trends in the methodology of media consumption study in the field of cinema in Russia

The relevance of the topic is conditioned by the need for scientific understanding of media analytics and a qualitative understanding of its methods as promotion tools, as well as for the introduction of the research stage of media consumption into the film production process to popularize and further promote domestic film products among the Russian audience. In the Russian film industry, this experience is especially necessary within modern economic conditions. The need to ensure the financial success of Russian film products, which are subsidized by the state, has led to the interest in finding new approaches promoting and increasing the loyalty of the cinema audience, which is especially important at a time when only 1 out of 10 domestic films pays for their film production during the distribution period.La relevancia del tema está condicionada por la necesidad de una comprensión científica de la analítica de medios y una comprensión cualitativa de sus métodos como herramientas de promoción, así como por la introducción de la etapa de investigación del consumo de medios en el proceso de producción cinematográfica para popularizar y promover aún más. productos cinematográficos nacionales entre la audiencia rusa. En la industria cinematográfica rusa, esta experiencia es especialmente necesaria en las condiciones económicas modernas. La necesidad de asegurar el éxito financiero de los productos cinematográficos rusos, que son subvencionados por el estado, ha suscitado el interés por encontrar nuevos enfoques que promuevan y aumenten la fidelidad de la audiencia cinematográfica, lo que es especialmente importante en un momento en el que solo 1 de cada 10 películas nacionales paga su producción cinematográfica durante el período de distribución

COMPARATIVE ANALYSIS OF SURGICAL TREATMENT OF UNSTABLE FRACTURES OF THE CLAVICLE

Introduction. Study of different treatments effectiveness of these injuries allows to distinguish the rational side of medical factors, which directly reflect the key pathogenetic mechanisms. A substantial portion of the currently used methods of clavicle fractures surgical treatment allow one to achieve rapid recovery of structural and functional patterns of the patient in most cases.The purpose of the study is to improve the results of surgical treatment of patients with fractures of the clavicle in the middle third. Material and methods. The study included 104 patients with fractures of the clavicle in the middle third.In the main group (48 patients) the clavicle lockable rod of the original design was used for osteosynthesis, in the comparison group (56 patients) plate osteosynthesis was performed.Results and discussion. The proposed technology of operative treatment of clavicle fractures in the middle third using the original hip compression-locking rod must improve the results of treatment in this group of patients. The developed algorithm of diagnostics, treatment and rehabilitation of patients with clavicle fractures allows to improve the results of treatment, provides domestic and social reintegratie patients. Conclusion. Analysis of the clinical studies results have revealed a reliable advantage of the results on a scale DASH and a lower frequency of complications in the main group (p<0.05)

Comparative Study of the Relationship between Microstructure and Mechanical Properties of Aluminum Alloy 5056 Fabricated by Additive Manufacturing and Rolling Techniques

In recent years, additive manufacturing of products made from 5000 series alloys has grown in popularity for marine and automotive applications. At the same time, little research has been aimed at determining the permissible load ranges and areas of application, especially in comparison with materials obtained by traditional methods. In this work, we compared the mechanical properties of aluminum alloy 5056 produced by wire-arc additive technology and rolling. Structural analysis of the material was carried out using EBSD and EDX. Tensile tests under quasi-static loading and impact toughness tests under impact loading were also carried out. SEM was used to examine the fracture surface of the materials during these tests. The mechanical properties of the materials under quasi-static loading conditions exhibit a striking similarity. Specifically, the yield stress σ0.2 was measured at 128 MPa for the industrially manufactured AA5056_IM and 111 MPa for the AA5056_AM. In contrast, impact toughness tests showed that AA5056_AM KCVfull was 190 kJ/m2, half that of AA5056_IM KCVfull, which was 395 kJ/m2