ПІДХОДИ ДО ПІДВИЩЕННЯ РІВНЯ ФІНАНСОВО-ЕКОНОМІЧНОЇ ГРАМОТНОСТІ УКРАЇНЦІВ ЗАСОБАМИ БІЗНЕС-ЖУРНАЛІСТИКИ

Abstract

According to the results of an empirical study using a sociological survey method, it was established that Ukrainians are oriented towards receiving information from various digital platforms (92 %). Business topics in the structure of daily information consumption take third place according to the recognition of 43 % of respondents, military (69 %) and entertainment (50 %) are more popular. It was found that more than 91 % of respondents have little or limited knowledge of financial literacy and only 3 % of 138 respondents feel knowledgeable and prepared. Among the main problems in the perception of business information, which limits contact with it: the complexity of the presentation, the accumulation of numerical data, the use of difficult-to-understand terminology. Instead, the interviewees expressed the need for a simplified explanation of the subject of the material (46 %), illustration with specific examples (32 %), integration of the message with social platforms, which naturally updates the infotainment toolkit (16 %). Based on the expectations of the audience, promising recommendations for authors of media content on economic topics are proposed, including: the need to simplify professional concepts, avoid jargon, complex theories without explanation; visualization, as an irreplaceable criterion for interpretation and approximation of the subject of presentation; use of interactive digital platforms; initiation of educational columns, projects, thematic blogs, audio podcasts, selections, digital almanacs dedicated to economic literacy in the media; activities in social networks, systematic educational work in the format of infographics, Stories, Reels; stimulating critical thinking of your audience; use of the principle of convergence of interests, localization of global problems; polyphony of feedback possibilities. An educational infographic has been developed to explain certain aspects of the financial and economic sector that users encounter in everyday life.