<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1990-8644</journal-id>
<journal-title><![CDATA[Conrado]]></journal-title>
<abbrev-journal-title><![CDATA[Conrado]]></abbrev-journal-title>
<issn>1990-8644</issn>
<publisher>
<publisher-name><![CDATA[Editorial Universo Sur]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1990-86442022000500061</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Motivational communication in Academic setting: A Ukrainian Case]]></article-title>
<article-title xml:lang="es"><![CDATA[Comunicación motivacional en el entorno académico: un caso ucraniano]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Paliichuk]]></surname>
<given-names><![CDATA[Elina Oleksandrivna]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Borys Grinchenko Kyiv Metropolitan University  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Ukraine</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>10</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>10</month>
<year>2022</year>
</pub-date>
<volume>18</volume>
<numero>88</numero>
<fpage>61</fpage>
<lpage>72</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_arttext&amp;pid=S1990-86442022000500061&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_abstract&amp;pid=S1990-86442022000500061&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_pdf&amp;pid=S1990-86442022000500061&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT Organizational communication is vital for high performance. Physical distancing at workplaces and in learning environments calls for redefining communicative strategies for maintaining institutions effective, which entails a paradigmatic shift in management studies. This project explores the potential of applying M. Johnson&#8217;s image scheme theory for enhancing effective communication in education institutions due to the mindful use of the motivational language. The objective is to reveal the dominant schemes in the educators&#8217; speech and verify predicted perceptions in terms of motivational component of schemes charged language. The linguistic aspect is investigated by using conceptual and stylistic analysis method, while the empirical enquiry is made by conducting a survey among members of Borys Grinchenko Kyiv Metropolitan University (BGKU) community. The stepwise procedure includes identifying recurrent schemes in educators&#8217; direct speech; evaluating motivational component of the selected educators&#8217; statements; and revealing prevailing schemes to which respondents react more frequently. It has been established that the language material features such schemes as UP, LINK, CONTAINMENT, PATH, ENABLEMENT, whereas the respondents react with conceptualising the experimental language content through CENTER-PERIPHERY, UP, LINK, PATH schemes. This provides the insights into the cognitive mechanisms of motivational communication in education domain and gives rise to further studies based on extended observations over the larger scope of experimental language content. The value of the paper is that it sheds light on the state-of-the-art communication within the institution and opens new views on prospective research fields in linguistic domain.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN La comunicación organizacional es vital para el alto desempeño. El distanciamiento físico en los lugares de trabajo y en los entornos de aprendizaje exige redefinir las estrategias comunicativas para mantener la eficacia de las instituciones, lo que implica un cambio de paradigma en los estudios de gestión. Este proyecto explora el potencial de aplicar la teoría del esquema de imagen de M. Johnson para mejorar la comunicación efectiva en las instituciones educativas debido al uso consciente del lenguaje motivacional. El objetivo es revelar los esquemas dominantes en el discurso de los educadores y verificar las percepciones predichas en cuanto al componente motivacional del lenguaje cargado de esquemas. El aspecto lingüístico se investiga utilizando un método de análisis conceptual y estilístico, mientras que la investigación empírica se realiza mediante una encuesta entre los miembros de la comunidad de la Universidad Metropolitana de Kyiv Borys Grinchenko (BGKU). El procedimiento paso a paso incluye la identificación de esquemas recurrentes en el discurso directo de los educadores; evaluar el componente motivacional de las declaraciones de los educadores seleccionados; y revelar los esquemas prevalecientes a los que los encuestados reaccionan con más frecuencia. Se ha establecido que el material del lenguaje presenta esquemas como ARRIBA, ENLACE, CONTENCIÓN, RUTA, HABILITACIÓN, mientras que los encuestados reaccionan conceptualizando el contenido del lenguaje experimental a través de esquemas CENTRO-PERIFERIA, ARRIBA, ENLACE, RUTA. Esto proporciona información sobre los mecanismos cognitivos de la comunicación motivacional en el dominio de la educación y da lugar a más estudios basados &#8203;&#8203;en observaciones extendidas sobre el alcance más amplio del contenido del lenguaje experimental. El valor del artículo es que arroja luz sobre el estado del arte de la comunicación dentro de la institución y abre nuevas perspectivas sobre posibles campos de investigación en el dominio lingüístico.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Schemes]]></kwd>
<kwd lng="en"><![CDATA[Organizational communication]]></kwd>
<kwd lng="en"><![CDATA[Education]]></kwd>
<kwd lng="en"><![CDATA[Survey]]></kwd>
<kwd lng="en"><![CDATA[Motivation]]></kwd>
<kwd lng="es"><![CDATA[Esquemas]]></kwd>
<kwd lng="es"><![CDATA[Comunicación organizacional]]></kwd>
<kwd lng="es"><![CDATA[Educación]]></kwd>
<kwd lng="es"><![CDATA[Encuesta]]></kwd>
<kwd lng="es"><![CDATA[Motivación]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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