The relevance of this study is due to the problem of providing and increasing the competitiveness of enterprises operating in the regional market of medical services, which is possible only with a constant study of the characteristics of the market and factors of the external environment and is an indispensable criterion for survival in a competitive environment. The purpose of this article is to study the practical application of instrumental approaches to assessing the external environment of organizations in the market of medical services to the population of Magnitogorsk. The leading methods to study this problem are the methods of strategic analysis of the external environment, special methods of sociological expert study, tabular and graphical methods of visualizing the results of the study. The study covered medical centers operating in the territory of Magnitogorsk, Chelyabinsk region. The article substantiates that the use of strategic analysis methods to assess external environmental factors allows the organization to timely extract information about the business environment at the regional level and to develop programs for the development of the organization in the short and long term. Adapted, considering the specifics of medical organizations, methods form a unified system that facilitates a comprehensive assessment of the external environment and ensuring competitiveness. The study proved that the applied methods of strategic analysis can be used to conduct comparative competitive analysis and develop strategic development plans aimed at increasing the competitiveness of regional medical centers. The materials of the article can be useful for the leaders of medical organizations to ensure sustainable development and increase the efficiency of economic activity in a changing external environment.

The State and Prospects of Discursive-Stylistic Lexicography: An OverviewThis article presents a general analysis of traditional and new lexicography. In doing so, it argues for the relevance of discursive-stylistic theoretical approaches and practices in compiling innovative dictionaries. Using the example of Ukrainian and Polish media dictionaries, the authors describe the evolutionary process of transition from print to electronic (computer) dictionaries, and from descriptive to analytical ones. A survey they conducted among students of the Taras Shevchenko National University of Kyiv confirms this process: 84% of the respondents preferred using new dictionaries based on computer technologies. The authors note that the trends observed in Polish and Ukrainian media lexicography are logical in the context of the development of world lexicography. In order to confirm this, they provide an overview of American, German and British media dictionaries. They also describe new Ukrainian dictionaries of the discursive type (e.g. Medialinhvistyka: Slovnyk terminiv i poniatʹ [Media Linguistics: A Dictionary of Terms and Concepts] by Larysa Shevchenko, Dmytro Derhach and Dmytro Syzonov, 2014) and the frequency type (e.g. Novi slova ta frazeolohizmy v ukrains′kykh media: Slovnyk [A Dictionary of New Words and Phraseologisms in the Ukrainian Mass Media] by Larysa Shevchenko and Dmytro Syzonov, 2017). The dictionaries are discussed in the context of the development of Ukrainian lexicography and its interrelation with current European, particularly Polish, lexicographic tendencies. The authors plan to continue developing multimedia dictionaries, focusing in particular on collecting media material and its computer processing. The aim of this work is to expand and further organise a dataset for new dictionaries of the twenty-first century, guided by the discursive-stylistic theoretical approach. Stan i perspektywy leksykografii dyskursywno‑stylistycznej: przegląd problemuArtykuł przedstawia ogólną analizę leksykografii tradycyjnej i nowej, uzasadniając przy tym istotność dyskursywno-stylistycznych podejść i praktyk teoretycznych w tworzeniu innowacyjnych słowników. Na przykładzie ukraińskich i polskich słowników medialnych opisuje ewolucyjny proces przejścia od słowników drukowanych do elektronicznych (komputerowych) i od słowników opisowych do analitycznych. Ankieta przeprowadzona przez autorów wśrod studentów Kijowskiego Uniwersytetu Narodowego im. Tarasa Szewczenki potwierdza zachodzenie tego procesu: 84% respondentów woli korzystać z nowoczesnych słowników opartych na technologii komputerowej. Autorzy zauważają, że trendy obserwowane w polskiej i ukraińskiej leksykografii medialnej są logiczne w kontekście rozwoju leksykografii światowej, co potwierdza przegląd słowników z USA, Niemiec i Wielkiej Brytanii. Opisane zostały także ukraińskie neosłowniki – typu dyskursywnego (np. Медіалінгвістика: Словник термінів і понять [Media-lingwistyka: Słownik terminów i pojęć] Łarysy Szewczenko, Dmytra Derhacza i Dmytra Syzonowa, 2014) oraz frekwencyjnego (np. Нові слова та фразеологізми в українських медіа: Словник [Nowe słowa i idiomy w ukraińskich mediach: Słownik] Łarysy Szewczenko i Dmytra Syzonowa, 2017). Słowniki te omówiono w kontekście rozwoju ukraińskiej leksykografii i jej relacji ze współczesnymi europejskimi, a szczególnie polskimi, trendami leksykograficznymi. Autorzy planują dalsze prace nad nowoczesnymi słownikami multimedialnymi, w szczególności gromadzenie materiału medialnego i jego przetwarzanie komputerowe. Celem tej pracy naukowej jest dalsza rozbudowa elektronicznej kartoteki, która posłuży za podstawę nowych, dyskursywno-stylistycznych słowników XXI wieku.

The article is concerned with the problem of interrelation between mental dynamics of mass subject and functions of cultural code in the context of modern media environment. The urgency of researching a hidden control mechanism through background knowledge and mass consciousness stereotypes is determined by the fact that modern global information and communication networks transform and destabilize the sociocultural semantic space in its historically developed order. The methodology of analyzing control of mass consciousness stereotypes is based on integration of sociocultural, semiotic, communicative aspects of studying properties of cultural code in the mass media theory. It is emphasized that code control of an individual's mentality dynamics is exercised anonymously. Knowledge of the reality where implicit instructions for an immediate perception of the world play a special role naturally forms stereotyped practices of understanding and action that are not reflected in everyday life. Codes set a certain limit of perception of events and their evaluation, catalyze a predicted stereotyped reaction. Cultural codes based on sign-oriented symbols form a semantic matrix that communicates basic orientation in the physical and sociocultural space to an individual's subconsciousness. This invisible framework, determinated by a sign-oriented form, ensures transmission of a socially significant meaning that is necessary for mutual understanding of people, social control of their actions and thinking. The tendency to dominate functional and adaptive rationality in the media environment is accompanied by a transformation of the world perception stereotype, erosion of semantic boundaries between the real and the virtual, the subjective and the objective.

Background/Objective: The topicality of the research is stipulated by the determination of the theoretical approaches that could serve as a basis for path finding out of the global systemic crisis. Theoretical views of outstanding economists of the past toward the future of humanity and the real state of the world are of undoubted interest. The article deals with the ideas of G.V. Plekhanov, analyzes the results of their implementation in Russia in the 1990s. Possible perspectives of social development are associated with a change in the socioeconomic views on the role and the place of nature in today's context. Methods: The basic methods of studying this problem are the economic analysis, deduction, factor analysis and system-structural approach. Findings: The authors have given the analysis of the theory of economic growth stages, considered the views of Plekhanov toward the development of capitalism in Russia and the modification of the social nature of the monarchy and its consequences. To secure its future, the humankind is destined to change moral principles. Changing social consciousness depends on the level of culture and education. The theoretical approaches are determined that could be core ones in searching for ways out of the today's global problems. Improvements/Novelty: Solving global problems of today such as nature and society, war and peace, social inequality is closely linked to changes in consumption patterns. Nature, life on the planet should be a common goal for all countries and peoples. Economy and politics should be subject to this goal. These findings are of practical value to scientists, economists, sociologists, philosophers, as well as for college teachers.

Family Names Derived from Given Names and Surnames: A Study of Selected Anthroponyms in the Villages of Antonivka and Boryskovychi in the Early to Mid-Twentieth CenturyThis article analyses the origins of family names and the duration of their functioning in rural anthroponymics on the basis of the anthroponymy of the south of the Volyn region in the early to mid-twentieth century. The study examines the semantic and word-formation structure of anthroponyms in the area, identi­fies lexico-semantic groups represented in the roots of family names, and consid­ers different structural variants of the given names and surnames from which family names were derived, including their productivity and the most frequent cases. The semantics of roots and the word-formation structure of family names in the south of the Volyn region reflect general tendencies of the Ukrainian anthroponymic system and tendencies of the regional anthroponomy, which stem from dialectal features, influences of other languages, and historical and cultural peculiarities of the region.Nazwy rodowe pochodzące od imion i nazwisk pierwszych użytkowników (na podstawie wybranych antroponimów wsi Antonówka i Boryskowicze z początku i połowy XX wieku)W artykule przeanalizowano problem pochodzenia nazw rodowych oraz czasu ich funkcjonowania w antroponimikonie wiejskim (na podstawie antroponimów na południu obwodu wołyńskiego z początku i połowy XX wieku). Autorka analizuje strukturę semantyczną i słowotwórczą antroponimów w tym regionie, przedstawia grupy leksykalno-semantyczne reprezentowane w podstawach nazw rodowych, omawia różne pod względem strukturalnym warianty imion i nazwisk motywu­jące nazwy rodowe. W artykule określono produktywność imion motywujących nazwy rodowe i zidentyfikowano najbardziej aktywne imiona. Semantyka pod­staw i struktura słowotwórcza nazw rodowych z południa obwodu wołyńskiego odzwierciedlają ogólne tendencje ukraińskiego systemu antroponimicznego, a także cechy regionalne antroponimii wynikające z właściwości gwarowych, wpływów innych języków oraz cech historycznych, kulturowych i obyczajowych regionu.