Особливості репрезентації української ідентичності на авторських YouTube каналах

Abstract

In the article has been identified five features of the representation of Ukrainian identity on the author's YouTube channels as social media. The broad culturological context of the studied phenomenon has been shown, in which the tendency to Ukrainianization of public consciousness under the influence of demographic factors and state cultural policy intersects with globalization and cosmopolitanization of social medias. In the article has been made the qualitative content analysis of the videos, sounds, texts, comments on author's Youtube-channels from Ukraine with more than 100 k subscribers in: a) the most popular trends and individual videos in the Ukrainian segment of YouTube from the official Google blog; b) TOP-100 Ukrainian YouTube channels according to the company Social Blad; e) all thematic sections of specific Ukrainian-language content, organized by the TiDiva project (https://tydyvy.com). Certain combinations of the visual and textual markers has been correlated which one of three levels – civil-political, linguistic-cultural or ethnonational of Ukrainian identity, in classical sense of the self-association with a particular community. The main tags of identity — video titles, special channel logo and screensaver (yellow and blue colors, national symbols) on YouTube video have been definited. The language has been called as not a self-sufficient indicator of Ukrainian identity. Examples of successful functioning of these indicators on Ukrainian-language channels related to culture are demonstrated. It has been shown that the headline / language / logo combination was not required for socio-political channels, as they were translators of the formal civic identity of a wide range of Ukrainians, as evidenced by comments to their videos. It has been studied that the ethno-national identity, centered around the slogan «Ukraine above all», did not work as a brand and had not a mass support of the audience on the author's channels. The problem of evasion of top channels from the obvious connection with Ukraine has been emphasized.