CONTENT OF UKRAINIAN WOMEN'S ONLINE MEDIA ON THE SOCIAL NETWORK «INSTAGRAM» («UKRAINKI», «DIVOCZE. MEDIA», «WONDER UKRAINE», «4 MOM», «BEAUTY HUB» AND «LEMONADE»)

Abstract

Mass media have long used social platforms to distribute and promote their content, and it is also an opportunity to attract new readers and advertisers. Women's online media also actively use various social platforms to inform their readers about the latest news about fashion, beauty, teach them how to take care of their bodies and share important topics. One of the best content sharing platforms for women is Instagram. This social network is one of the most popular platforms in the world. It gained popularity not only among people of the younger generation, but also among the older generation. These social platforms are best suited to tell about what interests women with the help of photos and short videos. Ukrainian women's online media distribute their content on the social network Instagram using regular posts, reels, live broadcasts and stories. The results of the study showed that most often in 2023 mass media published posts with photos and stories, and did not use live broadcasts. For content analysis, the Instagram pages of such Ukrainian women's online media as: «Ukrainky», «Divocze. Media», «Wonderzine Ukraine», «4 Mama», «Beauty HUB» and «Lemonade». After analyzing their content on the social network, it was possible to find out which topics are covered most often on their pages, who they write about and how they present information to their readers. The study showed that in addition to purely such «female content» (about hairstyles, makeup, clothes, etc.), the media raise serious topics about health, domestic and sexual violence, and also often write about women in the army and call for donations to support the Ukrainian army. Mass media «Ukrainki», «Divocze. Media», «Wonderzine Ukraine», «4 Mom», «Beauty HUB» actively maintained their pages on the Instagram social network in 2023, and «Lemonade» published only two posts during the year. During the study, 1709 posts were analyzed.