Fomina M.V., Maslovskaya S.V., Mikhailova E.A.
FEATURES OF ONLINE COMMUNICATION IN THE SYSTEM OF HIGHER EDUCATION: ETHICAL ASPECTS ^{[№ 1 ' 2023]}
The debatability of the problem of ethics of media communication of the academic community, in the framework of the implementation of the distance format of online learning, is beyond doubt. In the course of the study, the vast majority (95.7 %) of respondents agree with the need to comply with ethical standards when using a remote format of communication. When asked if there are differences in the ethics of online and offline communication, 59.6 % of respondents answered that communication in networks has its own characteristics, which distinguishes it from communication in the external, “textured” world, 29.7 % did not find any differences and 10.7 % could not unambiguously answer the question. Of particular interest are the problems of corporate ethics of network communities. Studies have shown that 8 (8.5 %) respondents do not exclude anonymous communication on the network and 65.9 % of respondents published information under an assumed name. Along with this, 65 (69.1 %) respondents are aware of the legal responsibility in the virtual space, which indicates the Internet literacy of active users. It is known that the ethics of communication involves respect for the rights of other people. The study showed that the majority — 84 respondents (89.4 %) were in favor of respecting copyright, but only 50 (53.2 %) support privacy. The extremely negative aspects of remote communication should not be overlooked. As the survey showed, 32 (34.0 %) respondents encountered obscene language and obscene content on the network, as well as insults and slander against themselves (in 15.9 % and 17.0% of cases, respectively). Thus, the information environment is increasingly turning into a complex of objectively acting factors that determine the moral and ethical development of the individual.

Fomina M.V., Mikhailova E.A., Zherebyateva O.A., Sokolova O.Ya., Fateeva T.A., Borisov S.D., Aznabaeva L.M., Bibartseva E.V., Liskova E.V., Lyashenko I.E.
FEATURES OF COMMUNICATION IN THE ELECTRONIC INFORMATION AND EDUCATIONAL ENVIRONMENT IN THE CONDITIONS OF DISTANCE LEARNING ^{[№ 2 ' 2022]}
The field of higher education can be called one of those that the COVID-19 pandemic has had the most impact on a global scale. The changes affected, first of all, the format of communication. The aim of the study was to study the preferences of students in the use of social networks, instant messengers for communication, platforms for posting content, video conferencing services for online lectures and consultations during the periods of May-June and November-December 2020. The study showed that in the period May-June 2020, respondents preferred WhatsApp in 50% of cases, email 42.8%, video conferencing services Zoom Meetings 3.6%, Google Meet web application 3.6%. That testified to the role of mobile means of communication in the educational process. The second survey, which took place in November-December 2020, showed a trend of using Zoom Meetings at 50%, email at 28.6%, WhatsApp at 7.2% of cases. According to the respondents, Zoom Meetings proved to be the most convenient tool (72.4%), which, according to users, has a functional interface (75.8%), the ability to share a screen (89.6%), an audio recording and video recording service of a conference ( 96.5%. In turn, Skype was considered convenient for video conferencing by only 13.8% of respondents, along with this, a big minus was noted — there was no possibility of screen sharing. Thus, it is difficult to overestimate the impact of the pandemic on the transition of higher educational institutions to a remote form of work, which radically changed communication in the electronic information and educational environment of universities and posed the problem for the teaching staff in an extremely short time to master digital tools for implementing the educational process using distance learning technologies.

Fomina M.V., Mikhailova E.A., Zherebyateva O.O., Kirgizova S.B., Lyashenko I.E., Sokolova O.Ya.
VALUABLE ORIENTATIONS OF FOREIGN STUDENTS UNDER SOCIAL INTERACTION UNDER THE CONDITIONS OF THE UNIVERSITY EDUCATIONAL ENVIRONMENT ^{[№ 2 ' 2020]}
Russian universities are actively positioning themselves on the international export market of educational services, and therefore educational migration has become the realities of our day. Significant is the formation of the value orientations of foreign students in the aspect of social interaction in the educational environment of the university.
We conducted a study on the diagnosis of value orientations of foreign students of a medical university according to the method of S. Schwartz. The statistics of answers showed that the most significant for students in this period of life are the achievements associated with educational success (80.8 % of respondents). According to the data obtained, being in a foreign country, foreign respondents in 82.2 % of cases put priority on the well-being of people close to them. In turn, 78.1 % of foreign respondents noted for them the importance of independence and freedom that they received when they came to study in Russia. As the study showed, power and tradition are not a priority for entering the educational environment of the university for respondents (among 80.8 %). At the same time, 76.7 % of Indian students do not prioritize manifestations of social power, such as controlling other people and managing their actions. With regard to material security, 60.9 % of respondents prefer to think more about the soul than about the material, which may be explained by differences in incomes of families of students. Response statistics showed that 72.0 % of young people rate safety as not very important, which indicates a comfortable stay in Russia.
Thus, the educational environment in the context of the higher education system is decisive in the formation of personal values and the disclosure of the internal potential of foreign students, thereby significantly determining the image, prestige and relevance of the university.

Fomina M.V., Mikhaylova E.A., Aznabaeva L.M., Kirgizova S.B., Zherebyateva О.О.
THE COMMUNICATIVE COMPONENT OF EDUCATIONAL CONTENT IN THE ASPECT OF CORPORATE CULTURE MEDICAL UNIVERSITY ^{[№ 6 ' 2018]}
Professional medical activity has a number of specific features, its success is determined not only by professional knowledge and skills, but also interpersonal communication skills. In connection with the increasing requirements to the level of communicative competence of a specialist, the formation of a communicative component of the content of education that contributes to the formation of professionally significant qualities in students of a medical University, providing a communicative basis for future successful professional activity becomes relevant.
We carried out a study on the diagnosis of the empathic ability of medical students on techniques A. Mehrabian, N. Epstein and V.V. Boyko. The study showed that 39.4% of the surveyed students have an average level of formation of empathic abilities, 51.1% — low and 9.5% — very low. In 89.6% of girls in communication dominated emotional channel, due to the greater ability of girls to enter into an emotional resonance with others. 54.5% of the boys showed the rational and 44.4% — intuitive channels of empathy. Attention is drawn to the fact that only 34.4% of students demonstrated an average ability to empathy, which indicated a lack of skills to create an atmosphere of information and energy exchange in interaction with patients, and 55.5% of respondents did not identify themselves as a subject of empathic relations in future professional activities.
Our results indicate the need for early diagnosis and further development of professionally significant communicative qualities of the future doctor at all stages of Higher education, based on the principles of corporate culture of the medical University and the traditions of the Russian medical school.

Mironycheva-Tokareva N.P., Michajlova E.V., Vishnyakova E.K.
TRANSFORMATION OF BOG ECOSYSTEM PLANT COVER UNDER HIGHWAY CONSTRUCTING ON TAIGA ZONE TERRITORY IN WESTERN SIBERIA ^{[№ 12 ' 2017]}
Recent commercial development of the territory by oil and gas enterprises has caused critical necessity for the region to be deeper studied, to get reliable information about modern condition of investigated object that enables to predict possible changes of ecological situation under natural and anthropogenic factors. The greatest demonstration of hydrolithogenic processes resulted by human activity is vast zones of underflooding and drying-out due to surface flow direction changing or breaking. These processes become more active while linear features (highways) are being laid over bog complexes. At present time one of the most important problems of nature management is to analyze human activity impact on the environment at the regional and local levels. Negative effects due to linear features constructing are among understudied problems. Plant cover changes of the underfloodings of different age have been investigated. The connection between space and time organization of underflooding bog geosystems is determined with changing of plant cover composition and its projective cover. It indicates environment changes and can be used for monitoring functioning of anthropogenic wetlands resulted from linear features constructing. Recovering of original plant communities broken by highway constructing does not occur as surface flow is disturbed. Recorded time and chorologic characteristics of that associated row of forest-bog systems broken by linear features, their disturbance degree and their reaction to hydrologic regime fluctuations allow predicting the degree of plant cover transformation under intensive anthropologic impact.

Fomina M.V., Mikhailova E.A., Kuznetsova N.P., Morozovа A.I., Kirgizova S.B., Aznabaeva L.M., Zherebyatyeva O.О., Safarova D.R.
MEDICAL-ECOLOGICAL ASPECTS OF RESISTANCE MICROFLORA IN CHILDREN WITH ACUTE INFLAMMATORY DISEASES OF THE UPPER RESPIRATORY TRACT ^{[№ 12 ' 2017]}
Inflammatory diseases of the upper respiratory tract bacterial nature of the disease, which most often otolaryngologists in modern conditions are becoming increasingly epidemiological, economic and social significance. The trend in recent years has been the changing epidemiology of causative agents of this disease, the properties of the pathogens, resistance to drugs. Along with this, there are regional differences of indicators of resistance of microorganisms, which complicates the selection of antimicrobial agents in starting empirical therapy of acute rhinosinusitis in children. A monitoring study of the species composition of microflora of nasal cavity showed that, along with the leading (80.3 %) etiologically significant representatives of pathogenic flora — gram-positive cocci (mainly Staphylococcus аureus and Staphylococcus haemolyticus), the microflora was represented by gram-negative rods bacteria of the genus Klebsiella (Klebsiella pneumonicae) — 1.6 %. Among non-fermenting gram-negative bacteria in 0.8 % of cases were allocated to members of the genus Pseudomonas. According to the study, the selected isolates of Staphylococcus haemolyticus were not sensitive to ampicillin/sulbactam in 75 % of cases, ceftazidime — 73.3 %, the highest activity possessed antimicrobial agents ceftriaxone (87.5 %) and azithromycin (89.1 % of cases). In turn, Staphylococcus аureus in 54.5 % of cases were sensitive to ceftazidime, 45.4 % to oxacillin. Observed high sensitivity of the pathogen to erythromycin (100 %), gentamycin (100 %), ofloxacin and ceftriaxone — 90.9 % of cases. The results obtained, taking into account regional differences in the indicators of resistance of microorganisms and their sensitivity to antibiotics, can be used in starting the empirical therapy of acute rhinosinusitis in children.

Makhalova G.O., Mikhailova E.A., Kshnyaseva S.K., Konstantinova O.D., Zherebyatyeva O.O., Fomina M.V., Pervushina L.A., Aznabaeva L.M., Kirgizova S.B., Lyashenko I.E.
HYPOBARIC HYPOXYTHERAPY AS THE FACTOR OF THE REGULATION OF MICROECOLOGICAL VIOLATIONS OF THE UROGENITAL BIOTOPE AT NONCARRYING OF PREGNANCY PREGNANCY NOT INCUBATION ^{[№ 8 ' 2017]}
In the clinical medicine, various methods of the hypoxic system are widely used as a non-medicament means of correction of the functional state. The study included the biological material of 90 women planning a pregnancy. The authors evaluated the effect of hypobaric hypoxic therapy in complex pregravid preparation for the normalization of cytokine levels in the cervical discharge in women with habitual miscarriages of the fetus. Concentrations of IL-1β and γ-IFN were performed using the solid-phase ELISA method, using reagent kits from Cytokine (St. Petersburg, Russia). Hypobaric treatment is carried out in the Russian medical vacuum unit-the Ural-1 pressure chamber. In women, before the planned pregnancy, the level of IL-1β averaged (40.7 ± 2.8) pg/ml, the concentration of INF-γ was (46.0 ± 2.3) pg/ml. Comparative evaluation with healthy indices revealed that these values exceed the lessons of the test markers in healthy women. In patients treated under the conditions of a pressure chamber, indications, in comparison with the initial, the content of proinflammatory cytokines, namely IL-1β, was determined on average in a concentration of (17.9 ± 2.8) pg/ml. As for changes in the concentration of INF-γ, its level significantly decreased after hypobarotherapy and amounted to (6.1 ± 1.3) pg/ml. Based on the results of the work, the authors worked out a method for hypobaric hypoxic therapy, suitable for treating this group of patients. The essence of the technique is that the inclusion in the complex pregravid preparation of 22 GPG sessions for 2 hours daily may be expedient, since it leads to a level of proinflammatory cytokine levels, bringing them closer to the level of healthy women.

Mikhailova E.A., Konstantinova O.D., Kshnyasev S.K., Fomin V.M., Zherebyateva O.O., Kalinina L.A., Mahalova G.O., Faizullina E.K.
SOME OF THE TECHNIQUES AND THE WAYS TO ENHANCE COGNITIVE ACTIVITY OF STUDENTS MEDICAL SCHOOL ^{[№ 1 ' 2016]}
Realization of fgos of new generation aimed at the inclusion of more techniques and training methods that stimulate creativity of both teachers and learners, paying particular attention to feedback. This is especially true for medical schools. In all fields of knowledge are rapidly increasing the amount of information that must be adapted to broadcast to the students and to evaluate its assimilation in a limited number of teaching hours allotted to the discipline. From this point of view, the application of programmed learning, in particular the control of mastering of knowledge, is very appropriate and justified. The use of carefully designed learning programs and algorithms with a rigid sequence of controlling influences is not in doubt. In practical sessions the teacher is able to diagnose the level of student to the lesson. Such methods allow control over certain sections of the course. The learning process of medical school is designed so that a student, mastering knowledge of the cycles of biomedical Sciences, clinical disciplines, mastering the methods and techniques of General and private medical thinking, diagnostic techniques. Therefore, the learning process aims at developing the learner qualities required of clinical thinking, the development of its activity. Targeted and tailored exposure to a teacher and textbooks, ultimately, should lead to the development and promote self-development of the student. Along with this, the deepening of knowledge, development of elements of creativity, professional and communicative skills, are best implemented when the organization of the collective work. Collective learning is characterized by the activity of all, cooperation in problem solving and collaborative discussion. In this case, each member of the team has the opportunity to act as teachers or in the role of the learner. In the practice of teacher didactic tasks discussed our directions become more specific forms and purposes: for example, to enable the student to recognize by external signs some causes of disease, to analyze data describing the condition of the patient, read X-rays, an electrocardiogram, to analyze blood, urine, feces, perform palpation, to sew up the wound, etc.

Mikhaylova E.A., Fomina M.V., Kirgizova S.B.
MICROBIC ECOLOGY OF PALATINE TONZILSAT PATIENTS WITH CHRONIC TONSILLITIS ^{[№ 10 ' 2015]}
Despite some progress in treatment, chronic tonsillitis (CT) takes a leading place in the structure of ENT morbidity and is considered, according to the International classification of diseases and health-related (MCB), as the disease associated with bacteria of the species Streptococcus pyogenes. Other microorganisms — Staphylococcus aureus, Haemophilusinfluensae, β-haemolytic streptococci of group A, more rarely Streptococcus groups C and G, are actively producing β-lactamases are consideredcopathogen — microorganisms colonizing the upper respiratory tract, but do not play a predominant etiologic role in the development of inflammation. A controversial opinion in the scientific world regarding the etiology of the disease is associated with regional characteristics of microorganisms and methods of sampling and research methods. The level of microbial contamination of the elements lymphadenoid pharyngeal ring is often underestimated. The disease often takes a chronic, protracted course, there is the risk of life-threatening complications. In this regard, a particular problem of conservative treatment of chronic tonsillitis is the identification of pathogenic microorganisms, localized in the tonsils with subsequent elimination of the pathogen. The paper presents the results of the study the qualitative and quantitative composition of microflora in the mucosal surface of the tonsils in patients with chronic tonsillitis before and after treatment with drugs traditional treatment Protocol. The comparison of the results of the level of microbial contamination of habitat.

Fomina M.V., Kirgizova S.B., Aznabaeva L.M., Mikhailova E.A.
NEW OPPORTUNITIES DRUGS USED IN TREATMENT OF BACTERIAL INFECTIONS, FOR THE PREVENTION OF BACTERIA CARRIER ^{[№ 10 ' 2015]}
Sanation / preventive measures of carrier state from the body — one of the problems of modern medicine. Search for fundamentally new approaches, which should include an environmentally sound and individualized methods needed to improve the rehabilitation / prevention of bacteria. The possibility of using biologically active substances (endogenous interferon inducers and antibiotics) used in therapy for the prevention of bacterial infections Staphylococcus aureus carriers on the mucosa of the upper respiratory tract was investigated. Anticarnosine sign of staphylococci that in the differential diagnosis of transient resident of bacteria, was the most highly informative and the ability of bacteria to biofilm formation, is caused by infection and long-term persistence of the pathogen in the body used to work as a biological targets. It was found that the most significant reduction in anticarnosine feature of the original value recorded under the influence of substances of synthetic origin. The highest result of inhibiting drugs accounted for interferon inducers of class acridone — Neovir (71.2 ± 10.0 % ↓) and Cicloferon (74.6 ± 7.9% ↓). Chosen concentration and studied the action subinhibitory concentrations of antibiotics ampicillin and ceftriaxone. It was revealed that in subbacteriostatic concentrations, they have the same in direction but at different severity of effect on the ability of bacteria to form a biofilm. Both drugs inhibit the ability of bacteria to form a biofilm, thus more effective was ceftriaxone (67.7 ± 3.5% ↓) compared with ampicillin (55.1 ± 3.9% ↓). The data on the nature of the impact of drugs on the persistent characteristics of staphylococci can be used for the selection of promising new drugs for preventive measures of Staphylococcus aureus bacteria carriers.

Mikhaylov S.M., Mikhaylova A.S.
POST-INDUSTRIAL DESIGN: PREREQUISITES, SIGNS, STYLES ^{[№ 5 ' 2015]}
Article is devoted to the concept "post-industrial design", its main distinctive signs, prerequisites of emergence, and also the main art and stylistic currents of post-industrial design. Change of the doctrine of industrial design upon its transition to a post-industrial stage was predetermined by the happening changes in modern society of post-industrialism connected by technological revolution and development of information technologies, and together with them dematerialization and demassifikation of production, revaluation of values and reconsideration of all basic characteristics of industrial society, emergence of new type of the consumer — the "aesthetic" person, essential changes of ideas of comfort of environment. It is necessary to distinguish from the most essential distinctive signs of post-industrial design: miniaturization, virtuality, augmented reality, interactivity, artificial intelligence, emergence of biomechanical forms. Traditional types of synthesis of fine and plastic arts with architecture start giving way to new forms of synthetic interaction of design with architecture, with monumental and decorative, landscape and town-planning art, sculpture, ergonomics today and so forth. In design the new art and style currents reflecting features of development of society in a post-industrial stage resulted: biomorphism, rough-and-redi, sensualism, kontemporarism, fusion, shebbi-chic, and also global historical architectural and art style — parametric style.

Mihajlova A., Husnutdinova L.R.
THE EVOLUTION OF NATIONAL COMPONENT IN INDUSTRIAL DESIGN ^{[№ 5 ' 2015]}
In article one of unique components of design — national component is considered. Relevance of the studied question in connection with transition of our society to a post-industrial form of development is reasoned. Authors apply phenomenal and geographical and synergetic approaches to creation of the main models of evolution of a national component in industrial design of the different countries. Graphic visualization of models of the different nations of design on the example of Japan, the USA, Germany, Italy and Scandinavia are applied. In total 6 models of national and international components in subject design of the XX century were allocated: constant of a national component (continuous existence of the bright national line in a shaping regardless of production type), expansion of a national component in international (the line of national shaping which main receptions become basis of industrial design), synchronization of national and international components (international often addresses to initial roots of national workmanship), replacement of a national component international (international becomes the main national component), a conglomerate of international and national components (national model which bears in itself a conglomerate of signs of two or several nations), autonomy of national and international components (the international and national directions in a shaping develop almost independently). The presented models of interaction of national and international components allow to see history of development of design through a prism of synergetic and also allow to see a national component not only as a phenomenon of the separate nations, but also as difficult multicomponent model.

Mikhailova O.P., Shepel V.N.
MODELS OF THE FORMATION OF BRAND INSTITUTION OF HIGHER EDUCATION: ANALYTICAL REVIEW ^{[№ 4 ' 2015]}
At present higher education institutions to strengthen their competitive position in the regional, national and global education market and a clear positioning in the minds of consumers increasingly using marketing techniques, in particular, the formation of the brand. However, despite the large number of studies in the field of branding, there is still no common terminology, tools, model building brand of the university with the same importance perceived by experts. Formation of the brand of educational institutions is rather complicated, time-consuming and lengthy process. Many researchers, practitioners and experts in the field of marketing and branding created copyrights model of building brands. According to the model E.N. Bogdanov and V.G. Zazykina, managing corporate image of the educational institution takes place by means of the simulation image of its seven components. Model development of branding strategies of educational institutions O.V. Nefedova based on certain attributes, by which is possible to control the minds of consumers. At the heart of the developed N.G. Herman multilevel model for the formation of the brand of the university on the postulate that modern education should not only be a means of learning, because current conditions mean the active formation of the information society; multi-level model of school brand developed based on the modern structure of competencies and reflects the university and the main point of interaction between the brand of the university with its environment. Model B. Shorokhova defines the relationship and feelings of consumers to the brand of the university. Model L. De Chernatoni Dal'Olmo Riley and can be considered the base: on the basis of its domestic marketing practices build advanced models. A more structured model of branding educational institution is the model of the brand attribution R. Ali Choudhury, R. Bennett and C. Suwanee. Analytical comparison of existing models of the formation of brand institution of higher education has shown that the models do not contradict each other and contribute to the improvement of conceptual approaches, enhance their practical relevance.

Korneev A.G., Verschagin N.N., Sankov D.I., Pan'kov A.S., Mikhajlova N.R.
POPULATION CHARACTERISTICS OF DOMINANT SMALL MAMMALS SPECIES, AND IMPACT PRODUCED BY THEM ON INCIDENCE OF HEMORRHAGIC FEVER WITH RENAL SYNDROME AMONG POPULATION ^{[№ 3 ' 2015]}
There are natural foci of hemorrhagic fever with renal syndrome in the territory of the forest-steppe and steppe landscapes. The populations of small mammals circulates Hantavirus Puumala. The purpose of the work — an example of the Orenburg area to determine the number of dominant species of small mammals and assess their impact on the incidence of hemorrhagic fever with renal syndrome population of steppe and forest-steppe zones. Analysis of the parameters of the population of small mammals was conducted over the years 1992–2013 according to the spring and autumn catches. We studied the species composition and numbers. By dominant types of small mammals in the forest steppe zone includes Myodesglareol, Apodemusuralensis and Musmusculus, and in the steppe zone — only Myodesglareolus and Musmusculus. In the steppe zone in the absence of significant changes in the long-term population dynamics of Apodemusuralensis showed a tendency to increase the number of. In the forest-steppe zone of dominant population remained stable from year to year. The increase in the number of Myodesglareolus from spring to autumn in the steppe zone occurred more rapidly than in the steppe zone. Significant correlations between the number of dominant species on the results of the spring catches and morbidity of hemorrhagic fever with renal syndrome in both zones were absent. Revealed correlations between the incidence of moderate strength and number of the Myodesglareol fall, and in the forest-steppe zone and Musmusculus. This supposedly determines the leading role of these species in the infected person in the study area.

Mikhaylova N.R., Kalinin T.N., Leggings E.I., Tuchkov D.Yu., Meshcheryakov V.G., Korneev A.G.
RARE OPPORTUNISTIC DISEASES AT HIV-POSITIVE PATIENTS: ATYPICAL MYCOBACTERIOSIS ^{[№ 3 ' 2015]}
Recently at HIV-positive patients with the expressed manifestations of an immunodeficiency in the Orenburg region the secondary diseases which are found earlier in rare instances, including atypical микобактериоз began to be registered. Mikobakterioz is among opportunistic infections which develop at HIV-positive people at late stages of a disease and can be indicators of a deep immunosupressiya, that is is the HIV-associated pathology. Often микобактериоз coincides on a clinical, laboratory, radiological picture with other opportunistic infections, such as tuberculosis, a tsitomegalovirusny infection, limfoproliferativny defeats that causes the necessity of carrying out differential diagnostics with these diseases. The main diagnostic criterion of not tubercular mikobakterioz is allocation and identification of mikobakteriya which is carried out in establishments of a ftiziatrichesky profile and causes difficulties of diagnostics in other medical institutions. The clinical case illustrating features of a current and complexity of diagnostics of not tubercular mikobakterioz at the patient with HIV infection at a stage of secondary diseases with a deep immunosupressiya is presented. The symptoms, laboratory indicators testifying to need of carrying out diagnostic search for verification of an atypical mikobakterioz at HIV-positive patients are allocated.