Types Of Mass Media Research Articles

Women in Mass Media in Under the Silver Lake (2018): A Saussure’s Semiotics Study

This study examines the portrayal of women in the mass media in a movie Under the Silver Lake (2018). This study used a qualitative method and Saussure’s semiotic theory to analyze women in the mass media in the movie, particularly on the connection between the portrayal of women and its meaning based on social conception. There are two types of mass media in the movie that are analyzed: print ads and magazines. The first focuses on the 1969 Tipalet print ads, and the second is from the 1970 Playboy magazine. The findings indicate that women in mass media are not merely portrayed as models or figures to promote a product. Instead mass media is inclined to use their portrayal as a medium to promote the ideas of women objectification. The portrayal of women in those mass media; thus, they often appear objectified, exploited, and undervalued. They are depicted in their most sexual appearance, which does not account for them as equal human beings. Such portrayals of women in conventional mass media provide the most harmful and unequal representation of women.

Trust in Mass Media as Sources of Cancer Information: Findings from a Nationally Representative Cross-Sectional Survey in Japan

Trust is a major factor in effective public dissemination and use of relevant health information to guide important health decisions. To examine mass media as a communication channel for delivering cancer information among Japanese adults, we identified the level of trust in various types of mass media as sources of cancer information, and examined factors associated with trust, including exposure to mass media, sociodemographic factors, and cancer history. Data were analyzed for 3,109 Japanese adults who responded to a nationally representative cross-sectional mail survey. Data included trust in cancer information sources, sociodemographic variables, cancer history, and exposure to mass media. Logistic regression analysis was used. The prevalence of high trust in cancer information sources was highest for physicians (94.7%). Among mass media, Internet (47.2%) was the most trusted source of cancer-related information, followed by television (44.3%), newspapers/magazines (42.7%), and radio (32.7%). The high-exposure group for newspapers (AOR = 1.28, 95%CI = 1.07–1.54) was more likely to trust newspapers. Similarly, high-exposure groups for radio (1.22, 1.02–1.45), Internet (1.21, 1.01–1.45), and television (1.30, 1.10–1.53) were positively associated with trust in each media type. Although trust in mass media was lower than trust in physicians, the study found that a large group of respondents had high levels of trust in mass media sources. Trust in cancer information from each mass media type was mainly related to the level of exposure to each mass media type. Developing health communication strategies using mass media may be effective for disseminating relevant cancer information in Japan.

Intelligent design of network multimedia using big data and virtual Artificial Intelligence technology

AbstractIn recent years, with the rapid development of the Internet of Things and communication technology, the application of network multimedia has become increasingly popular. At present, network multimedia has become a new type of mass media. Due to its interchangeability and extensive dissemination, it creates favourable conditions for information dissemination and acceptance in terms of vision, hearing, touch etc. However, at the same time, there are also some problems. The network multimedia does not have enough original information and the information retrieval is not intelligent, so this has caused great trouble to users. In order to solve these problems, the authors attempted to use the combination of Big Data (BD) and virtual Artificial Intelligence (AI) technology to realise the intelligent design of network multimedia. Therefore, based on the theoretical analysis, the authors also verified the effect of BD and virtual AI technology on the intelligent design of network multimedia. It was found that the intelligent design method proposed by the authors had good application effect in network multimedia, and could effectively improve the information retrieval speed of network multimedia. The query time of this method was 1.87 s less than that of the traditional method when the amount of information was 1000 and 18.16 s less than that of the traditional method when the amount of information was 40,000. At the same time, this method could also improve the accuracy of network multimedia information recommendation, and make network multimedia have better sharing, so as to provide more services for users. In addition, the discussion of BD and virtual AI technology in network multimedia intelligent design could also broaden the application scope of the Internet of Things and promote its better development.

Students’ Perspectives about the Influence of Mass Media on Their English Language Acquisition in Higher Education

This study collected students' viewpoints about the impact of mass media on their English language learning in higher education in Albania. Their perspectives hold significance for professors to enhance their future educational experience. The study used a questionnaire that was designed and distributed via Google Forms during the academic year in 2022 and 2023. Study participants were 56 students enrolled in the two study programs: a three-year bachelor’s study program in "English Language" and a two-year Professional master's study program for "English Teachers" within the Department of Foreign Languages at the Faculty of Education and Philology at "Fan S. Noli" University, Korҫa, Albania. Most participants used mass media to improve their English language learning. Additionally, students who used various types of mass media had a more extensive vocabulary, were more fluent in English, had higher levels of motivation, and a more positive outlook about learning the English language. Mass media transformed students from dependent passive learners to active independent learners.

The use of mass media by mothers and its association with their children’s early development: comparison between urban and rural areas

BackgroundMass media can play critical roles in influencing parents’ attitudes and practice toward the healthy upbringing of children. ObjectiveThis study examined the association between the use of five types of mass media among mothers living in rural and urban areas and the early childhood development (ECD) of their children.MethodsWe analysed nationally representative and internationally standardized Multiple Indicator Cluster Survey data collected in 2013 and 2019 in Bangladesh. The ECD was calculated using four domains of development: physical health, literacy-numeracy, learning and social-emotional. Mothers’ use of newspapers/magazines, radio, television, internet and mobile phones was the study factor. We used Poisson regression with robust variance. The dataset included 27,091 children aged three or four years.ResultsAlmost 21% of the children were living in urban and 78% in rural areas. Mothers/caretakers of 30% of the children used none, 39% used one, 25% used two, and approximately 6% used three or more of the five types of media. Mobile phones and television were the dominant types of media, both in terms of the number of users and the frequency of use. Overall, 68.87% of the children were on track in terms of their ECD and 31.13% were not. A significantly larger proportion of urban children (74.23%) than rural children (67.47%) were on track in their ECD. The prevalence of children being on track of ECD increases by 4% (aPR 1.04; 95%CI: 1.01–1.06) for each additional media use among women who lived in urban areas and increases by 7% if women live in rural areas. In terms of the individual formats of media, using newspapers, television and internet was found to be significantly associated with the children in rural areas being on track in terms of their ECD. In the urban sample, only radio use was found to be significant.ConclusionsTargeted and well-designed child development campaigns that are delivered through popular media types are likely to help mothers to take better care of their children.

PRAGMASTYLISTIC OF MODERN KAZAKH RADIO

The topical issue today is the study of the pragmastylistics of Kazakh radio. Despite the fact that the history of Kazakh radio has been studied well enough, the pragmatics and stylistics of the programs did not become the object of research. Another reason for the relevance of the study of pragmatic radio broadcasts is that recently radio journalism has departed from the classical canons. Genres are being transformed, the relevance of broadcasts, and news reports is losing, an increase in thematic and musical programs as a result, an increase in dialogues, and the prevalence of oral style over journalistic. The linguistic features of radio programs form the pragmatic basis of the genre. Therefore, this paper examines the linguistic features, pragmatics, and stylistic features of modern radio in the example of Kazakh radio. It is discussed what language techniques the presenter uses to achieve the pragmatic goal of the audience (addressee). The paper provides for pragmastylistic features of modern Kazakh radio and characteristics different from other types of mass media. Programs transmitted on Kazakh radio provide for compliance with the linguistic features of today's radio, pragmatics of programs, and style features. It is discussed that the driver carries out the pragmatic purpose of the audience (addressee) using which language approaches.

The political journalism and PR in the communication sphere of society

Scientific reflection on the processes taking place in the political life of societies involves the identification of significant links between journalism and real political reality. The author notes that, in general, the qualitative focus of political journalism contributes to its categorization as a fundamental concept as a political category, as a subject and object of the political process. It is concluded that political journalism is a broad branch of journalism that includes coverage of all aspects of politics, political processes and political science, including political PR. It is emphasized that political journalism, including PR, is carried out in all types of mass media. At the same time, political journalism is the widest field of journalism, and its subject area can be any sphere of not only political, but also social life – from political PR to disputes and discussions on the topic of disqualification of athletes at international championships and directly political life itself at different levels of society functioning. It is proved that the main direction of political journalism is political ideas, PR activities in the field of political and building political guidelines of society.

HISTORY OF TELEVISION LANGUAGE RESEARCH IN KAZAKH LINGUISTICS

The article examines the history of the study of official TV shows in the Kazakh language in the linguistic and stylistic direction. The authors reviews the history of television language research in Kazakh linguistics. Television broadcasts are a synthesized work of art, its means of information dissemination: language is the main means of information dissemination, video material is the main feature of television information dissemination, and audio-information is an auxiliary means of influence.The language of TV news is a two-way process of a monologue type based on a dialogical, discursive character, a special type of mass communication that is officially spoken in a cool voice.Various literary lexical units used in the language of telecasts affect the vocabulary of the receiving group, form their linguistic character, and supplement their vocabulary and composition.Final news is a collective product, its subjects are complex communicative individuals.Linguistic patterns caused by taking into account some extralinguistic factors affecting the language of telecasts are a feature of the language of telecasts in information dissemination.Mass information is delivered to the addressee in various genre forms. There are three types of traditional journalistic genre: analytical, informational and art-publicistic. Breaking news belongs to its informative genre.Broadcasting is a special product of electronic mass media. Its main difference from other types of mass media is that it is possible to watch (visual) and listen (audio) TV broadcasts, thus it is possible to get the most important information quickly, and it will remain in people's memory for a long time. Here, the main features of newspapers and radio are summarized in one place.Linguistic communication in breaking news belongs to the universal type of journalistic discourse, which is called the language of mass communication. Language communication here is oral, formal, monologue, dialogic, public, mass, communicative.

Mass Media Use to Learn About COVID-19 and the Non-intention to Be Vaccinated Against COVID-19 in Latin America and Caribbean Countries.

BackgroundThe Latin American and Caribbean (LAC) region has been one of the regions most affected by the COVID-19 pandemic, with countries presenting some of the highest numbers of cases and deaths from this disease in the world. Despite this, vaccination intention is not homogeneous in the region, and no study has evaluated the influence of the mass media on vaccination intention. The objective of this study was to evaluate the association between the use of mass media to learn about COVID-19 and the non-intention of vaccination against COVID-19 in LAC countries.MethodsAn analysis of secondary data from a Massachusetts Institute of Technology (MIT) survey was conducted in collaboration with Facebook on people's beliefs, behaviors, and norms regarding COVID-19. Crude and adjusted prevalence ratios (aPR) with their respective 95% confidence intervals (95%CI) were calculated to evaluate the association between the use of mass media and non-vaccination intention using generalized linear models of the Poisson family with logarithmic link.ResultsA total of 350,322 Facebook users over the age of 18 from LAC countries were included. 50.0% were men, 28.4% were between 18 and 30 years old, 41.4% had a high school education level, 86.1% lived in the city and 34.4% reported good health condition. The prevalence of using the mass media to learn about COVID-19 was mostly through mixed media (65.8%). The non-intention of vaccination was 10.8%. A higher prevalence of not intending to be vaccinated against COVID-19 was found in those who used traditional media (aPR = 1.36; 95%CI: 1.29–1.44; p < 0.001) and digital media (aPR = 1.70; 95%CI: 1.24–2.33; p = 0.003) compared to those using mixed media.ConclusionWe found an association between the type of mass media used to learn about COVID-19 and the non-intention of vaccination. The use of only traditional or digital information sources were associated with a higher probability of non-intention to vaccinate compared to the use of both sources.

Trends and determinants in the utilization of maternal healthcare services in West Bengal, India: Findings from the 3rd and 4th round National Family and Health Survey

BackgroundProper utilization of recommended healthcare services during the pregnancy is considered as critically important for better pregnancy outcomes, as well as a good health status of the mother. ObjectiveThe aim of the current study was to trace the trend in progress, and what are factors associated with the attendance at four Antenatal Care (ANC) visits, receive full ANC and institutional delivery in the study area. Research design/settingThe study has used a cross-sectional secondary data of the 3rd and 4th round National Family and Health Survey (NFHS) for India conducted in 2005-06 and 2015-2016 respectively. For West Bengal, a total of 6794 in 2005-06 and 17,668 in 2015-2016 ever-married women aged 15-49 who had experienced at least one live birth in the past five years preceding the survey were covered in this study. To analyze the data, the chi-square test was performed as it allows researcher to assess the association between outcome variables and independent variables. The univariate descriptive and multivariate statistical tools have been applied to analyse the data in this study. ResultsOur study indicated that the progress rate in attending at least four antenatal care visits, institutional delivery considerably good, but a noticeable gap exists across the different socio-economic groups. The coverage of full ANC services has remained very poor and unchanged over the decade. It was concluded that the wealth status of the households significant predictor of the attendance at least four ANC visits, full ANC and Institutional delivery in West Bengal. Other statistically significant socio-economic and demographic factors include level of women education, age of women, exposure to mass media, place of residence, and number of parities of birth. ConclusionThe present study suggests that the increasing strength in the coverage of all maternal healthcare services could be a significant focus during the program implementation in West Bengal. For strengthening and ascertaining the universal coverage of maternal healthcare services, there is an urgent need to reduce socioeconomic inequity in uses of the recommended maternal healthcare services. Moreover, our study found that the socio-economic and demographic factors play a significant role in utilization of maternal healthcare services. Thus the promotion of women education, empowerment and autonomy, and the frequent social marketing of government schemes and programs on maternal healthcare through the various types of mass media should be the unique future steps for achieving the universal coverage of maternal service in West Bengal.

Innovative ways of financing print media and finding ways to reduce costs in the context of media convergence

With the emergence and development of various types and types of mass media, their business models, which were formed in the first half of the XX century, were transformed. However, media convergence has become a process that has led to changes taking place not only at all stages – from creation to distribution of content, but also to the search for new ways to finance the media business. The subject of the study is the transformation of media business models in the context of the convergence process. The object of the research is innovative ways of financing print media in the context of media convergence. The author analyzes the following new ways of financing print media: 1. creation of online stores on websites (sale of various goods on the publication's website or on a specially created Internet resource). 2. transition to data journalism (sale of the received data to other mass media and (or) other organizations; sale of data visualization services). 3. Introduction of automated technologies (using artificial intelligence to create content) as a way to reduce costs. 4. Allocation of editorial office space for rent (for example, for organizing forums, conferences). For the first time, the author comprehensively examines these new ways of financing print media. The phenomenon associated with the development of online stores on Russian media sites is described on the basis of data obtained during in-depth interviews of the author with employees of the Komsomolskaya Pravda Publishing House, Moskovsky Komsomolets Publishing House. The article concludes that these methods of monetization of the media business in the conditions of convergence can only be considered as additional (often very small) sources of financing. It should also be borne in mind that the experience of individual mass media cannot always be successfully used in other editorial offices.

The integrated marketing communication in digital environment: a case study of local radio in Yogyakarta

The internet and the digitization of media have expanded the ability of mass media to reach the public. Radio is one type of mass media that has developed by utilizing digital technology in the internet era. The development of new technology has expanded radio's ability to reach audiences. The utilization of various innovations through the internet has increased the role of interactive social communication of a radio station. Digitalization has made radio survive during intense competition from multiple types of media in the era of disruption. It is interesting to see how the radio station's integrated marketing communication strategy in the digital environment is changing. This study aims to determine local radio's integrated marketing communication strategy in Yogyakarta in a changing digital environment. This research uses a case study method with in-depth interviews and observation data collection techniques. The results show that radio marketing communication strategies still use various promotional tools with digital technology modifications in a changing digital environment. The case study of Swaragama FM Radio shows that this radio implements an integrated marketing communication strategy which consists of several strategies, namely: (1) Formulating Segmentation, Targeting, and Positioning by adjusting the radio marketing mix character (2) Integrating Advertising and Direct Marketing, (3) Optimizing Sales Promotion and Personal Selling, (4) Strengthening Branding through Public Relations, and (5) Building interaction with the audience through Social Media Marketing.

Exposure to different types of mass media and timing of antenatal care initiation: insights from the 2016 Uganda Demographic and Health Survey

BackgroundEarly initiation of antenatal care (ANC) within the first trimester is highly recommended in the current 2016 World Health Organization (WHO) guidelines. Mass media has the potential to promote early initiation of ANC because it has been used successfully in several programs. However, there is paucity of literature on the effect of exposure to different types of media on the timing of ANC initiation in Uganda. Our study aimed at exploring associations between exposure to different types of mass media and timing of ANC initiation among women in Uganda.MethodsWe used a cross sectional study design, to conduct a secondary analysis of data collected in the 2016 Uganda Demographic and Health Survey (UDHS). We included weighted data of all the 10,152 women of reproductive age (15–49 years). Multistage stratified sampling was used to select study participants. Multivariable logistic regression was used to determine the association between exposure to different types of mass media and early initiation of ANC.ResultsAlmost a third of the women (2953/10,152, 29.1%, 95% CI 27.9–29.6) initiated their first ANC contact in the first trimester. Women who listened to radio at least once a week (adjusted OR (aOR 1.14, 95% CI 1.01–1.30) and those who watched television less than once a week (aOR 1.28, 95% CI 1.07–1.53) had higher odds of initiating ANC earlier compared to their counterparts not exposed to radio and television respectively.ConclusionExposure to radio and television is associated with timing of ANC initiation in Uganda. Importantly, the two types of mass media have the potential to reach women with low levels of education and encourage them to utilize maternal health services. The Ugandan government needs to prioritize and intensify the use of radio and television to promote the benefits associated with timing of ANC initiation.

NEWSPAPER STYLE: THE CHARACTERISTICS OF HEADLINES IN NEWSPAPERS

To get access to unbiased, accurate, objective information is a vital necessity in present-day society. From this perspective, the role of mass media can hardly be overestimated. It is common knowledge that there are different types of mass media: print media (newspapers, magazines), their electronic version (in the Internet) as well as radio and television. The newspaper as a form of the mass media is known for several ages. However, the investigation of the language in newspapers has started only in the mid-20th century. The principles of creating and analyzing newspaper headlines have not been widely explored. Some features of newspaper style are considered in this article

The Specifics of Understanding the Information from Different Types of Mass Media by Young People

The aim of the article is to establish the specifics of understanding local and world news from different sources by young people (Internet portals, social networks, TV, the press). Methods. The study involved 200 students aged from 17 to 23 (female, n = 120 and male, n = 80). The empirical research intended to solve three tasks. The first task is to model a hierarchy of media according to two criteria: frequency of usage and a degree of trust. We solved this task via a ranking method and a correlation analysis of the data. The second task, to analyze the ideas of young people about the characteristics of information from different media, was reached through an author’s version of a semantic differential. The third task, to establish categories of consciousness that mediate the understanding of the information, was implemented through factorization of the data of semantic differential. Results of the research. We established that young people demonstrate maximum trust to the information from Internet portals, social networks and through direct informal communication. They demonstrate the lowest degree of trust towards the messages from representatives of the administration, TV and the press. Comparative analysis revealed statistically significant differences among the profiles (р ≤ 0.01), apart from the information from the Internet portals and the press. We established number of categories that mediate the understanding of the information, demonstrate a more complex cognitive formation of consciousness regarding digital media. The content of the leading categories appeared to be statistically identical. Conclusions. The study revealed a direct correlation between the level of trust and a degree of officiality of the source. Young people demonstrate higher degree of trust to unofficial sources and less trust to official sources. According to young people’s perception, information from the Internet portals affects their cognitive sphere while social networks and TV touch the emotional. A common feature of the news from digital and printed media is a highly competent approach to the creation of the content. Undifferentiated content of the categories proves poor understanding of its nature and the relevance of efforts to develop the independence and critical thinking of young people.

Variation and determinants of early initiation of breastfeeding in high and low neonatal mortality settings in India

Early initiation of breastfeeding (EIBF) is considered one of the most cost-effective interventions for infant survival and well-being. This study aimed to examine the variations in, and determinants of, early initiation of breastfeeding among women in high and low neonatal mortality rate (NMR) settings in India using data from the fourth round of the National Family Health Survey conducted in 2015-16. At 35%, EIBF was found to be disproportionately low in the high NMR group of states compared with 52% in the low NMR group, with the national average being 44%. The chance of EIBF significantly increased if childbirth was vaginal, delivery took place in a health institution, the mother received breastfeeding advice and the birth was a planned one in both high and low NMR settings. In the high NMR group of states, the probability of initiating breastfeeding immediately after birth improved to a great extent if childbirth was assisted by a trained person and if the mother was exposed to any type of mass media. There is an urgent need to increase the access of mothers to breastfeeding advice during pregnancy and to increase their exposure to mass media, particularly in high NMR states. In addition, achieving universal access to institutional deliveries and deliveries assisted by a skilled birth attendant, especially in high NMR settings, and promoting early breastfeeding, especially in the case of Caesarean deliveries, would further improve the level of EIBF in the country as a whole. These interventions can potentially increase the prevalence of early initiation of breastfeeding and help India attain the neonatal mortality rate target of Sustainable Development Goal 3.

Mass Media Variables for Anticipating Creativity among Academically Bright Rural Adolescents

Creativity is the tendency to generate ideas, alternatives and possibilities that may assist in encountering day to day life problems, communicating with others and entertaining ourselves and others whereas media technologies act as a medium while interacting with a large group of audience via mass communication. The study explored the relationship between mass media use and creativity. The primary data collected from 300 participants included independent variables related to mass media used, time spend and the social media use. Five aspects of creativity i.e., seeing problem, unusual uses fluency, unusual uses flexibility, unusual uses originality and unusual uses creativity were used. Chi-square analysis indicated that social media use was significantly associated with the all aspects of unusual uses of creativity of respondents’ i.e., fluency, flexibility, originality and creativity. It was elucidated that the amount of time spend on mass media was significantly associated with adolescents’ seeing problem abilities and their unusual uses fluency. No association was observed between type of mass media used by participants and their creative abilities.

Лексичні особливості заголовків новин англомовних каналів BBC та CNN

The article reveals the features of the media language via analysis of the elements of English-language headlines that are used by the well-known information resources of the BBC and CNN channels. The method of random sampling and a comparative method were used in the research to demonstrate the lexical features of headlines of the English-language news. The mass media are the basis for the development of the linguistic situation, and the newspaper headlines can create new concepts within the journalistic and colloquial styles. The news covers political, military, economic, social, and cultural events. Stylistically colored vocabulary, grammar, and pronunciation affect speech habits. The media language is not only a corpus of texts functioning in the field of mass communication, but also a stable intra-language system characterized by a certain set of linguistic properties. In this system, the main features are the ratio of audiovisual and verbal elements, which are unique for each type of mass media: television, print media, or online publications. The topicality of the study grounds on the issue of interpreting news texts and their impact on a viewer. The article studies the most common lexical units, their expressiveness, and the place they have in a sentence or phrase. The attributive function of nouns in news headlines is emphasized. Lexical features of headings include stable expressions, common words that are characterized by brevity and expressiveness, nominative attribute groups, numerals, and abbreviations.

The Law of the Russian Federation “On Mass Media”: innovation, trends, perspectives

The article is dedicated to the 30th anniversary of the Russian Mass Media Law, adopted on December 27, 1991. This Law is proposed to be considered as innovative, which laid the foundation for a number of innovations in national legal science and legislative practice. Among these innovations are: the author’s nature of drafting, consolidation of the thesaurus of the Law in a separate article of the Law, the establishment of a cumulative liability mechanism, etc. Over the next three decades, the Law has undergone numerous changes that have predetermined law enforcement practice. The article analyzes the trends of the ongoing transformation: the expansion of the concept of abuse of freedom of the media, expansion of diversity of types of mass media, etc. As part of considering the future prospects of the Law, the need is revealed to bring it into terminological compliance with the Constitution of the Russian Federation, the Civil and other codes, to eliminate legal and logical defects formed in the process of its creation and subsequent adjustment. The necessity of the Law transformation into the Mass Communications Law is substantiated.

ЯДЕРНЫЕ КОМПОНЕНТЫ КОНЦЕПТОСФЕРЫ ‘MEDICINE’ В СОВРЕМЕННОМ АНГЛИЙСКОМ ЯЗЫКЕ

The conceptual framework ‘medicine’ within the English lexicographic, scientific, educational, and mass-media discourse was considered in this paper. The research was motivated by current medical innovations accompanied by word-coining contributing to the renewal of nuclear concepts and their semantic content within the conceptual framework ‘medicine’. The nuclear concepts of the above-mentioned conceptual framework focusing upon semantic, synonymic, and hyper-hyponymic features of medical nouns in English were studied and systematized. For this purpose, the methods of data collection, description, and classification of the empirical materials with elements of semantic and conceptual analysis were used. The key aspects of the modern conceptual framework ‘medicine’ were identified. It was discovered that the conceptual framework ‘medicine’ in the modern English lexicographic, scientific, educational, and mass-media types of discourse is basically actualized through the following nuclear concepts: ‘diseases’, ‘diagnostics and treatment methods’, and ‘drugs’. Interestingly, the nuclear concepts in all types of the English professional discourse enrich and develop the conceptual framework ‘medicine’ with medical terms related to the corresponding professional markers, synonyms, hyponyms, and hyperonyms. The results obtained provide both a valid background for better explanation, translation, and application of medical vocabulary in terms of modern lexicographic, scientific, educational, and mass-media communication strategies.