Impact of Social Networks in the Information Activity of the Ukrainian Institute of National Remembrance: From Theoretical Understanding to Practical Implementation

Abstract

AbstractModern trends in the functioning of the information society involve the active use of information and information and communication technologies in various spheres of society. One of the forms of social communication using the technical capabilities of the Internet has become social media. A feature of the use of social network resources is the ability to manage public consciousness with further control of the behavior of an individual or social group through the content of the information policy. In particular, social networks are used to form a certain attitude of society to the historical past, to popularize the idea of the need and importance of preserving the national and cultural heritage of the Ukrainian people. The Ukrainian Institute of National Remembrance (UINR) has become the most important institution for the development of state memory policy in Ukraine. The article considers the activities of UINR in the field of state memory policy in Ukraine, which the Institute has been conducting in the web space since 2014. The Internet communication channels of the Institute, which are social networks Facebook, Twitter, Instagram and YouTube, have been identified. The dynamics of growth of the number of subscribers of the Institute’s pages in social networks during 2017–2020 is traced. The specifics of the forms of information content presented by UINP in different social networks, their dependence on the characteristics of a social network are analyzed and revealed. The analysis of the attendance of social networks allowed us to conclude that there is a steady trend of increasing popularity of the Institute’s pages in social networks among followers. The leading factor in the growth of interest in UINR pages in the online space in the Facebook page and YouTube channel of UINP, is active publication of video content. Marketing strategy for dissemination of its own information products, expanding the audience of users, the formation of their information culture and conscious civic position. Analyzed social networks are a reliable and effective means of communication of the UINP in the Internet space. Their use is designed to cover the information impact of the Institute as a central body of state policy in the field of preservation and formation of national memory of the population, different in age and training.KeywordsMuseumMuseum communicationCommunication toolsInnovative activityInternet communicationRegional museum of local loreOnline accessNationwide pandemic