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6For each of the selected business process computed quantitative indicators in accordance with the above criteria, and then we will conduct their ranking [4].
Step 7 - Documenting the business process:
Business processes are subject to documenting. The most convenient way of describing is a procedure. The business process may be described by one or more procedures, depending on the complexity [5].
When the description of the business process developed the following documents:
1. Provisions, an job and work instructions;
2. Specification of operations of business process;
3. Specification of inputs / outputs;
4. Specifications for resources.
Step 8 - The identification indicators of the business process:
Business process should be characterized by certain parameters, that the process can be measured and evaluated its effectiveness. All indicators come in four main groups: 1. The quality; 2. Execution time; 3. Quantity; 4. Costs.
Also, decided to allocate special group - a group of indicators of the business process, the group claims, group provide the desired of process, a group of recommendations [7, p. 36].
As a result, of the description of business processes can create a clear and structured user documentation, including a description of the process itself as well as step by step instructions for its implementation, to get a complete picture of business processes and understand what services are valuable to the consumer, to understand what functions are performed specific units (people) to agree what goals the company pursues [6, p. 63].
Thus, to achieve its posed goals, the company needs to manage its processes, are organized them interrelated performance. This means that you need to create a process structure of the company, which is formed by binding process with the target structure [8, p. 45].
REFERENCES
1. Sidorenko, M.A. The classic description of the technology business - the enterprise. Consultant Director 12 (2012): 24-27.
2. Repin, V.V. Business processes - the basis for effective management of the enterprise. The standard and quality 17 (2010): 13-15.
3. Korablyov, A.V. Optimization of business processes: a fad or a necessity of life? R-Pro Consulting 11 (2011 ): 24-26.
4. Morozova, O. Consulting in the field of automation control. Financial Gazette 35 (2010): 24-25
5. Nikolaenko, A. Formation of accounting and analytical system in accordance with IAS. PG-ESPC: 23 (2011): 12-13.
6. Avgest-Wilhelm, Scheer. Business processes. Basic concepts, theory, methods. Moscow: Vest-metaTechnology, 2010. p. 236.
7. Bjarne, Andersen. Business processes. Tools to improve. Moscow: RIA "Standards and Quality", 2010. p. 272.
8. Kalyanov, G.N. CASE-technology. Consulting in business process automation. Moscow: Hotline Telecom, 2008. p. 320.
THE USAGE OF THE LEXEME " CUNT" IN POSITIVE CONTEXTS
Abstract. The article deals with the issue of possible positive meanings (both referential and emotive) of the lexeme "cunt". Three types of positive contexts with the word "cunt" are considered and analyzed from both semantic and sociolinguistic points of view. Keywords: swearword, referential meaning, emotive meaning, hidden positive meaning, trite metaphor, non-prototypical usage, evaluative system, evaluative associations
VERA GOLODNAYA
veragolodnaya@yahoo.com
Senior lecturer, Nevinnomyssk Institute of Economics, Management and Law
The usage of negative words and phrases in positive contexts (such as expressing praise, admiration, affection and others) is to be observed both in literature and every day speech. We would like to apologize to those readers who may feel uncomfortable seeing the most offensive English word in print. The main reason it has been chosen for this research is an attempt to reveal its positive semantic potential. If even the most offensive word in the language can obtain a positive meaning in certain contexts the other words of this kind whose negative potential is much weaker are sure to have positive meanings, too.
"Cunt" is undoubtedly considered to be the most offensive word in English speaking countries. Its meanings and usage have been explored by rather a small number of scholars, such as M. Gressor, G. Greer (in their studies the meaning of "cunt" is considered from the feminist point of view) [4;5]; K. Allan and K. Burridge (their works are mostly devoted to the difference in meaning and usage between "cunt" and its less offensive and neutral synonyms) [1]; J. Sanders and W. Robinson, D. Cameron (their studies are aimed at determining "male" and "female" explications in the usage of "cunt") [9;2]; A. Montagu (her research is devoted to the emotive meanings of "cunt") [8] and some others.
As far as we are concerned, the most productive research in this field has been done by A. Kidman who thoroughly analyzes both referential and emotive meanings of "cunt" and the structure "cunt of a...." in a great variety of contexts used by Australian speakers[6].
In this work we would like to make an attempt to analyze and explain the use of "cunt" in positive contexts. Recessive (hidden) positive meanings of swearwords in general and "cunt" in particular are regarded as one of the least researched in semantics while the importance of these meanings can hardly be overestimated as they demonstrate the variety and complexity of linguistic meanings as well as the links between social and linguistic changes.
We have chosen 14 sentences with "cunt" in both referential and emotive meanings all of which are used in positive contexts. By means of contextual analysis we would try to determine the reasons for this lexeme's non-prototypical use and the conditions of its functioning in positive contexts. We will also touch upon the meaning and use of the adjective "cunting".
The positive meaning of "cunt" (referential) has been touched upon by A. Kidman who concludes that the negative factor in the meaning of "cunt" (referential) should not be overstated [6]. We would like to confirm this point of view by the following examples:
1. You have a lovely cunt (Urban Dictionary) http://www.urbandictionary.com/define.php?page=10&term=cunt
2. Susie has got one fine cunt (Urban Dictionary) http://www.urbandictionary.com/define.php?term=cunt
3. She's got one tasty cunt (Urban Dictionary) http://www.urbandictionary.com/define.php?page=15&term=cunt
In all of the three sentences the swearword "cunt" (referential) is used in positive meaning. Due to the positive semantics of the adjectives "lovely", "fine", "tasty" and the intensifier "one" (examples 2, 3) the modality of the mentioned examples can be described as a speech act of praise. The question is: "What makes the speakers use the most offensive English word to express their positive feelings?"
We suggest two possible answers to this question. First, this phenomenon can be explained by the dual nature of taboos pointed out by S. Freud, who says that on the one hand, taboos are something sacred and lofty; on the other hand, they mean something mysterious, dangerous, prohibitive and unclean [3]. We think that like any other opposites these two meanings of taboo are in the state of "fight" with each other. At some moment one of them (in our case - positive) "wins" and dominates the other (in our case - negative).
The second possible answer lies, to our mind, in the variability of society and language. Many taboos change with the society and like language as a whole are dynamic. In many western societies sex is no longer considered to be something ugly and shameful. It is regarded as a natural and beautiful process.
We assume that this social change in attitude towards sexual life has led to certain changes in evaluative associations (from negative to positive ones) linked with female genitalia (i. e. physical referent of the word "cunt"). In the examples given above the reason for praise comes from getting physical pleasure connected with this referent.
According to some researchers [4; 5], an extremely negative meaning of "cunt" (emotive) is strongly connected with its negative referential meaning. A. Kidman, however, argues this claiming that there is no evident link between the disgust towards female genitalia and a wish to offend somebody [6]. Anyhow, the potential offensiveness of the lexeme "cunt" (emotive) can not be denied. At the same time, the existence of examples containing "cunt" (emotive) in positive meaning can not be denied, either:
1. You're such a beautiful cunt (Urban Dictionary)
http://www.urbandictionary.com/define.php?term=cunt
2. Honey, you cunt (Urban Dictionary)
http://www.urbandictionary.com/define.php?page=27&term=cunt
3. She is a real cunt, I mean, yeah, she's a tough broad, she's balsy, yah, she's a cunt (Urban Dictionary)
http://www.urbandictionary.com/define.php?page=18&term=cunt
Positive contextual elements such as the adjective "beautiful" (example 4), the tender address form "honey" (example 5), the expression "a tough broad" and the adjective "balsy" which are relevant in the speaker's evaluative system (example 6) shift these sentences' modality to the positive meaning.
If we consider the lexeme "cunt" (emotive) as a trite metaphor, there is a possibility that some speakers may not want to accept its negative evaluative implications and as a result of it will avoid using the lexeme "cunt" (emotive) as a swearword [7]. We think that this possibility can account not only for the avoidance of the word "cunt" in some speakers' speech, but also for its usage in positive contexts.
Another set of example introduces the lexeme "cunt" (emotive) as a term of endearment:
1. How are you, old cunt? (Urban Dictionary) http://www.urbandictionary.com/define.php?page=2&term=cunt
2. Do any of you cunts want a drink? (Urban Dictionary) http://www.urbandictionary.com/define. php?page=16&term=cunt
3. Haven't seen you for ages, ya cunt! (Urban Dictionary) http://www.urbandictionary.com/define.php?page=3&term=cunt
4. Oh, cunt, how are ya? - Good, mate! (Urban Dictionary) http://www.urbandictionary.com/define.php?page=11&term=cunt
It should be mentioned that many other swearwords, for example, "bastard", "bitch", "son of a bitch", "sod" and others are also used in the function of friendly address. They show close relations and camaraderie between speakers as only close friends usually use such words to greet each other.
If we return to the links in meaning between "cunt" (referential) and "cunt" (emotive) we can notice that the former stands for the most intimate part of a body even in comparison with other intimate parts such as breasts or penis.
We think that in the above mentioned examples the meaning concerning physical intimacy of "cunt" is somehow transmitted to social intimacy, and in this way "cunt" becomes a term of endearment between close friends.
Because of its potential offensiveness the use of the lexeme "cunt" is limited to a narrow range of contexts. However, there is one more meaning besides those already discussed we would like to touch upon in our work. The form in question is "cunting" (adjective) which has nothing to do with the participle form of the verb "to cunt":
1. Do you know what she did? Your cunting daughter! (Urban Dictionary) http://www.urbandictionary.com/define.php?term=cunting
2. I hit my thumb with that cunting hammer! (Urban Dictionary) http://www.urbandictionary.com/define.php?page=2&term=cunting
3. My cunting sewing machine is being ridiculous (Urban Dictionary) http://www.urbandictionary.com/define.php?page=2&term=cunting
4. I am cunting mad (Urban Dictionary) http://www.urbandictionary.com/define.php?page=7&term=cunt
It can be noticed from the examples above that the adjective "cunting" does not bear any particular meaning of its own. It just adds some emotional emphasis to nouns (examples 11, 12, 13) or other adjectives (example 14). This feature is common in many other swearwords used as intensifiers such as "bloody", "hell", "shitload", "damn", "fucking" and others. So, it can be concluded that the emotive meaning of "cunting" (adjective) depends on the meaning (negative or positive) of the semantic material it emphasizes. The variety of this semantic material: things (examples 12, 13), people (example 11), attributes (example 14) also speaks in favor of the existence of a hidden positive meaning in the adjective "cunting".
The research on the possible positive meanings of the lexeme "cunt" does not call for using it everyday life. It is very important to remember that positive meanings of this lexeme are recessive, or hidden and are revealed only in particular contexts. This word is to be used with great caution as in the majority of communicative situations it lands as vulgar and offensive. Before using the word "cunt" the following factors are to be taken into consideration:
1. relative gender and age of speaker and listener (the word "cunt" is more likely to land as positive with people of the same gender and the representatives of a younger generation);
2. level of closeness in relations and group-belonging (the word "cunt" is more likely to be perceived as positive if used among intimate friends or those belonging to the same social group and having approximately the same social status);
3. psychological peculiarities of speaker and listener (for many people "cunt" is so strongly tabooed that they automatically perceive it as negative, regardless of the context);
4. the country you are in or from ("cunt" as a term of endearment is much more common in Australia than in Great Britain).
Positive meanings of the lexeme "cunt" can be applied in teaching and learning such subjects as Stylistics, Translation and Interpreting, Cultural Studies and Cross-Cultural Communication as the meaning and functioning of "cunt" like other swearwords is determined not only semantically, but culturally, too.
As for further researches in this field we think that the meaning and functioning of the adjective "cunting" and the verbs "to cunt" and "to cunt off" should be given a deeper semantic and sociolinguistic exploration and analysis. We also suggest that the lexeme "cunt" be studied and analyzed in relation to and comparison with other swearwords.
* Source of Examples - Urban Dictionary. - [Electronic resource]: www.urbandictionary.com/
REFERENCES
1. Allan, K., Burridge, K. Euphemism And Dysphemism: Language Used As Shield And Weapon [Text] / K. Allan, K. Burridge. - New York, 1991
2. Cameron, D. Naming of parts: gender, culture, and terms for the penis among American college students [Text] / D. Cameron// American Speech. - New York, 1992. - P. 367-382.
3. Freud, S. Totem and Taboo (Quoted by: A Culture- Based Analysis About English Taboos. - [Electronic resource]: http://qdkedaxy.com/Article/ShowArticle.asp?ArticleID=115)
4. Greer, G. The Female Eunuch [Text] / G. Greer/ - London: MacGibbon and Kee, 1981 [1970]
5. Gressor, M. 1993. The nouvelle vile (Review of Dale Peck's Fucking Martin and Euridice's f/32 The Second Coming) [Text] / M. Gressor// Morning Herald. - Sydney, 1993. - P. 19.
6. Kidman, A. How to do Things with Four-Letter Words: A Study of the Semantics of Swearing in Australia. - [Electronic resource]: http://www.gusworld.com.au/nrc/thesis/ch-5.htm
7. Neil. Sexual metaphors and Profanity. - [Electronic resource]: http://www.typepad.com/t/trackback/24039/7025303
8. Montagu, A. The Anatomy Of Swearing [Text] / A. Montagu. - New York: Macmillan, 1967
9. Sanders, J., Robinson, W. Talking and not talking about sex: male and female vocabularies [Text] J. Sanders, W. Robinson// Journal Of Communication. - New York, 1979. - P. 22-30.
THE MODEL OF UNIVERSITY TEXTBOOK OF PHYSICS FOR THE "LIFELONG LEARNING" ERA
Abstract. The author suggests the structural-functional model of university textbook of physics for students of engineering higher educational institutions. The textbook is personally oriented and successive edition.
Keywords: textbook, personally oriented and successive textbook, structural-functional model of university textbook of physics
MARIA DUBIK
mariyadubik@yandex.ru
PhD in Pedagogics, Associate Professor, chair of physics, methods of control and diagnostics, Tyumen State Gas and Oil University
From the end of XX until the beginning of XXI century there was the era of "education for life", which was replaced by the era of "lifelong learning".
D.D. Zuev built the scientific-design model of school textbook, which became a model for constructing school, college and university textbooks during the "education for life" era. The structural unit of the textbook was a paragraph [1].
The era of "lifelong learning" needs a new kind of textbook. (The use of the term "textbook of a new generation" implies recognition of the fact that this phenomenon does not represent a certain period and has no exact timeframe). Results of the analysis of high school physics textbooks (A.A. and B.A. Detlaf, B.A. Jaworski, I.V. Savelyev, T.I. Trofimova) show that authors add and improve the known theoretical propositions about textbooks of "education for all life" era and change the existing
