Semiotics of Advertising Communication in WEB 2.0 Network Social Services

The article is devoted to the study of semiotics in the advertising communication of web 2.0 network social services. The purpose of the article is to analyze the publications of various brands on social Internet services focused on communication with the consumer and the subsequent study of the features of the use of semiotics tools. The relevance of the article is due to the fact that the modern information society has increased interest in semiotic systems, including in the field of Internet communication. The modern vision of semiotics has gone beyond the traditional framework and defined it as part of global and local communication in web 2.0 social network services, not only between Internet users, but also in the areas of B2B and B2C. The study of the possibilities of semiotics in advertising communication on web 2.0 social platforms, using the example of search engine applications, the social network Instagram, and company sites, in this article is based on the works of R. Barthes, J. Baudrillard, Y. Lotman, and U. Eco. This material confirms our hypothesis that today, especially since the beginning of the pandemic, communication on web 2.0 services is not limited only to text with a picture/photos or videos, more and more often there are visualized scenes created with the help of graphic design with the use of symbols and iconic signs that are familiar to the consumer, which he easily decodes, since they are inscribed in his socio-cultural coordinate system. The innovation of the research is based on the fixation of modern criteria of advertising Internet communication: polycode, intertextuality and multimedia, used as a way of working with target audiences. The novelty of the material consists of the understanding that semiotics today is a new look not only at the branch of scientific knowledge, but also at the practical possibilities of sign systems in the digital age, when the sign becomes a part of the socio-cultural space, a trend of the global world, a tool for transmitting information, knowledge, positioning, a tool for manipulation, influence, and attracting attention. Thus, brands working with the audience in todays realities should take into account not only the product preferences of consumers, but also broadcast their social / civic activity.

University codes of ethics: Legal nature and regulatory effect

The issues of determining the subject of the code of ethics of a higher educational institution, identifying its legal characteristics, as well as the particularities of applying this regulator of relations are yet to be studied in Russia. In order to fill the gap in legal knowledge, we have made an attempt, starting with the analysis of the ethics of education in the broad sense, to generalize the Russian and foreign experience in adopting and applying codes of ethics and offer a modern vision of the essence and regulatory function of ethical codes in the practice of educational institutions. The study was conducted using general scientific and special methods of cognition: logical, functional, systemic-structural, methods of generalization, synthesis, induction, and deduction. Certain material conclusions are made based on the sociological research method. The code of ethics of a higher educational institution is a code of conduct for a good faith participant in the educational process. The code is a compromise between different types of ethics: that of a teacher and a student, of a student and an administrative employee. In this regard, the process of discussing specific practical cases and reflection in the code of effective scenarios of interaction between the parties in critical situations are of particular value. In their legal essence, codes of ethics are normative acts, but traditionally they are not regarded as legal acts, as they are adopted by bodies of professional communities and are not often supported by the power of state coercion.

Emerging Technologies: Innovation, Demassification, Effectiveness, Revolutions In Military Affairs

While emerging technologies are generally incipient technologies, still under development, whose competitive impact is expected to be quite high and may have long-term strategic significance, by replacing current technologies with the potential to become key technologies, “emerging destructive technologies”designates the set of emerging technologies that are meant to be destructive and be used as methods, systems and techniques specific to war. And, since the great powers do not seem too willing to bury the hatchett of war, but use it in all geopolitical discourses, the destructive component of emerging technologies has become a catalyst for the innovative efforts of companies and states, which leave open great prospects for success in the lucrative business. The practice of emerging technologies so far has led to a change in the paradigm of warfare for many countries, to the conduct of remote warfare, to simultaneous and rather complicated hybrid actions, to the transformation of radio and television into modern instruments of psychological warfare. Emerging technologies with a destructive role are in the process of triggering new revolutions in the field of military affairs, resulting in the privatization of quality ideas incorporated in the means of combat, but also to dominate the market competition. Emerging technologies with a destructive effect propose for political decision makers: the decrease of human density on the battlefield, a modular articulated army with the possibility of ad-hoc summoning, a modern vision of the super-soldier, robotization and miniaturization of combat technique.

Modern approaches in the treatment of patients with Paget-Schretter syndrome

Goal. Consider the management of patients with effort thrombosis (Paget-Schretter syndrome).The article presents the modern vision of the problem of effort thrombosis. This review is aimed at describing the epidemiology, pathophysiology, diagnosis and treatment of patients with Paget-Schretter syndrome. SPS occurs spontaneously, as a rule, in young, healthy and active patients aged 20-30 years after strenuous physical activity. The ratio of men and women is 2:1, recently there has been a growing trend among women. The main complaints of patients with SPS include swelling of the affected limb, discomfort when moving the affected arm, pain and heaviness when trying to raise the arm up. When examining these patients, attention is paid to hyperemia of the skin or their cyanotic nature, pasty limbs, as well as an enhanced venous pattern on the shoulder, the so-called Arshel sign. The diagnosis is based on the data of anamnesis, physical examination, the “gold standard of diagnostics” – ultrasound examination of veins, the sensitivity and specificity of which is 70-100%. The first step in the diagnosis can be the evaluation of the D-dimer, with its negative values, the SPSH is rejected. With an obvious clinic and controversial results of serial ultrasound examinations, other imaging methods are used, such as computed contrast tomography, magnetic resonance imaging, the diagnostic value of which is especially significant in occlusive venous thrombosis.SPS differs not only from DVT of the lower extremities, but also from secondary DVT of the upper extremities, which determines the peculiarities of management of this category of patients, including surgical treatment aimed at preventing subclavian vein compression in the future. The article summarizes the experience in the management of patients with blood thrombosis.

Search for identity in the process of new architectural design in changing historical city Centre of Setif, Algeria

PurposeThe purpose of this paper is to examine the involvement of the concept of city identity in the design process of urban densification and outline how can today's urban projects be able to reinforce the delicate balance between conservation, development management and sustainability objectives.Design/methodology/approachBased on case study approach, this paper focus on “Park Mall and Four Point Hotel” project, located in the historic city centre of Setif (Algeria) and takes the procedure of designing as its conceptual framework. Following this, it explores genesis document of the project and assesses architect's choices attributed to six elements of architectural language. These elements are apprehended regarding their relevance, which depends on whether the new building is or not compatible/integrated with the existing environment, and how far does it reinvent the modern vision.FindingsThe paper provides empirical insight about how the concept of identity is used during the design process of densification project. It argues that this latter consists on a dynamic process shaped by cultural, socioeconomic and institutional specificities applying local/global design precedents, multifunctionality concept and novel features in a tourism-oriented mindset and to still maintain and improve the specific identity of the city centre, thus becoming an active way to reconcile conservation, sustainability and development management objectives.Originality/valueThis paper raises discussion on how the concept of city identity could renew the field of heritage conservation and development management. Therefore, it fulfils an identified need to study how can urban projects reconcile conservation, development management and sustainability objectives.

Restorative justice as a new response to crime - the modern vision and Bulgarian dreamers and opponents

The concept of restorative justice as a type of alternative justice that focuses on the recovery of harm from crime, the victim, the perpetrator and the status quo in general, rather than on repression, is no longer new. It has long had its international legal basis – acts of the UN, EU, Council of Europe and others. Its main tools – victim-offender mediation, family conferences, problem-solving circles and more, are already established and widely used in most European countries and America, Asia, Australia, and Africa. Although marked in some strategic documents in our country recently, restorative justice is not a legal fact yet. However, in the global criminal crisis, deficits of the criminal justice system's functioning could be successfully, if not completely eliminated, then at least mitigated through its mechanisms. Individual scientists and representatives of non-governmental organizations have not only dreamed since the beginning of this century but are working hard to introduce its models. Politicians and decision-makers and part of the legal community show stubborn rigidity and resistance, refusing to put this issue on the current agenda of society, under various pretexts, but primarily defending their "preserved interests and monopoly" in criminal justice. At the same time, the crisis with the COVID-19 pandemic raises the issue again with particular urgency. That is why it is high time to abandon the unproductive "penal populism", to revitalize the debate for the mentioned novelty and achieve synchronicity between visionaries, dreamers, practitioners and users.

Administrative and legal means of preventing interference (pressure) in the legitim work of law-enforcement authorities at the institutional level

A modern vision of the concept of preventing and counteracting interference (pressure) in the legitim work of law-enforcement authorities as a complex task of public policy, the implementation of which requires the use of a number of administrative, legal, organizational, informational tools are offered in the article. Nationwide factors that have become prerequisites for increasing the relevance of the topic at the legislative and doctrinal levels are identified. They are the following: 1) the natural development of the domestic legal system, strengthening the integration of the European legal tradition; 2) the increase in unjustified pressure on law enforcement agencies in connection with their systemic activities. Interference in the work of law-enforcement authorities can be legal, illegal, quasi-legal. The forms of influence expression are: active one (for example, media attacks) or passive form (non-appointment of the head). The influence expression is classified according to the following gradation: interference, obstruction (blocking), inclination to make decisions, threats, etc. Studying of forms of influence is necessary for forming an adequate policy to respond to them. The article emphasizes that in addition to lawful and unlawful interference, there is another act that does not contain the elements of an offense, instead, covering the abuse of a certain right, creates obstacles to the effective performance of law enforcement functions. The author notes that the introduction of modern psychological forms of law-enforcement officers’ protection helps to increase their professional suitability, ability to withstand threats and challenges. Key words: law-enforcement authorities, obstruction, interference, unlawful influence, independence of law-enforcement institution, criticism.

New in the etiology, pathogenesis, prevention and treatment of atherosclerosis. The two different types of cholesterol plaques have nothing to do with each other

The article is presented in the form of a review and analysis of the literature, which additionally helps to reveal the mechanisms of the pathogenesis of the development of atherosclerosis. This article provides a completely new understanding of the stages and sequence of atherosclerosis development. The modern vision is refuted, which states that all types of lesions in atherosclerosis are developed successively, one after another. The article sheds a light on a significant difference between type IV atherosclerotic lesions and between types V and VI atherosclerotic lesions. Type IV atherosclerotic lesions consists of one lipid core with molten extracellular lipid. Stretches the middle and outer layers of an artery from one side and protrudes beyond the anatomical artery dimensions over the years. In contrast, type V atherosclerotic lesions type is a long, concentric, soft, strong, elastic, yellow, uniform structure, in the form of a tube with a hole in the middle, located in the lumen, which is easily removed from the artery. This types V and VI atherosclerotic lesions - the author suggests calling “cylindrical cholesterol plaque”. Type V atherosclerotic lesions (cylindrical cholesterol plaque) has nothing to do with types I-V atherosclerotic lesions. There are many “coincidences” that make it impossible to see the difference between them. Type V atherosclerotic lesions (cylindrical cholesterol plaque) is an independent pathological structure that appears in a short period of time (few minutes) in the lumen of a healthy artery in case of artery spasm and appearance of a strong obstruction to blood flow. Low density lipoproteins are retained within the wall, in front of the site of arterial narrowing, and quickly create a CCP in the form of a hollow cylinder. All subsequent forms of types V and VI atherosclerotic lesions - concentric and eccentric, are the result of the destruction of the original concentric structure of the type V atherosclerotic lesions (cylindrical cholesterol plaque).

An Overview on Saccharomyces cerevisiae Indigenous Strains Selection Methods

From the fundamental studies of Louis Pasteur in the XIX century to the current genomic analysis, the essential role of microorganisms in winemaking industry is well recognised. In the last decades, selected Saccharomyces cerevisiae strains with excellent fermentative behaviour have been widely commercialised in form of active dry yeasts. Currently, the production of organic and “natural” wines represents a new economically relevant trend in the wine sector. Based on this market demand, the use of industrial yeast starter could be perceived as non-organic practice and then, rejected. However, in order to preserve wines sensory quality, healthiness, and to avoid organoleptic defects given by undesirable microorganisms, the “yeast factor” (S. cerevisiae or non-Saccharomyces) cannot be ignored. The purpose of this chapter is to describe the methods of selection of wine yeasts focusing the attention on indigenous S. cerevisiae strains. In fact, the use of ecotypic yeasts may represent a good compromise between the needs of microbiologically controlled fermentation and a modern vision of wine as natural expression of its “terroir”, also from the microbiological point of view.