ФАХОВА СПРЯМОВАНІСТЬ КУРСУ РИТОРИКИ У ПРАКТИЦІ СУЧАСНИХ ЗАКЛАДІВ ВИЩОЇ ОСВІТИ

The article deals with rhetoric as a discipline of professional orientation. It is
proved that modern institutions of higher education are trying to form a curriculum
of specialist training in such a way that disciplines of fundamental training are
harmoniously combined with educational subjects aimed at the personal and
intellectual growth of a modern student. Through the prism of its own experience of
teaching rhetoric, the peculiarities of the professional orientation of author's
programs that take into account the specifics of future professional activities are
revealed. Thus, the main topics is defined, which is proposed for future teachers,
educators, managers, specialists in the military field. The leading competencies that
will be formed during the process of mastering the corresponding special courses are
determined. It is noted that the course of professionally oriented rhetoric forms the
necessary skills of critical thinking, professional speech, public communication,
introduces the peculiarities of cooperation with different audiences of listeners,
different strategies of information provision. A detailed analysis of the curricula of
various professional higher education institutions has allowed to highlight the actual
problems of introducing the course of rhetoric: lack of specialists, limited use of
potential opportunities for rhetoric in interdisciplinary communication in the process

of professional training; the substitution of the notion that the course of rhetoric is
often studied manipulative technologies of influence on the audience (black rhetoric),
technology of neuro-linguistic programming, elements of stylistics or business
Ukrainian language; giving preference to the study of the experience and heritage of
foreign rhetorics. At the same time, the prospects for realizing the pedagogically
valuable experience of implementing the rhetoric course as a subject of professional
orientation in the system of vocational training in contemporary conditions are
outlined: providing an integrated approach to the study of rhetoric; integration of the
course with the basic disciplines of the curriculum; strengthening of the practiceoriented
training of future specialists from different fields; application of
differentiated approach taking into account the directions of training (humanitarian,
technical, creative), social (age, gender, education) and cultural (education,
traditions, etiquette) aspects; the involvement of the younger generation of
Ukrainians in a broad public dialogue in order to revive the high status of the
Ukrainian language, the prestige of public service broadcasting, the responsibility
for the said, and the creation of a highly cultured communication environment.