Key newsmakers’ appearance dynamics in Ukrainian online mass-media news before and after the full-scale Russian invasion

Abstract

The subject of the study is the dynamics of the presence of key newsmakers in the news of the leading independent online media in Ukraine in order to understand the features of the digital media environment and the specifics of its transformation during the full-scale invasion. The development of modern media is caused by the “hybrid media system” (Chadwick, 2013). Under the influence of digitalization, social networks, and new media, mass media have been changing. The media are no longer the first to produce news, their dependence on the government and leaders’ opinions is increasing, and instead the government can communicate with society without media. In addition, the amount of attention that audiences are willing to pay to news is decreasing, and mass media is no longer addressing the mass audience, but rather different audiences, which in the digital environment discuss their own interests and needs. However, the peculiarities of the media environment in the times of the full-scale invasion have not been studied yet. The purpose of the research is to analyse the dynamics of the presence of key newsmakers in online mass media and to identify the features of the transformation of the Ukrainian digital media environment during the full-scale invasion by the Russian Federation. The research methodology provides an automated algorithm for monitoring content in media (Python programming language). The object of the study is the headlines of the leading quality Ukrainian media: “Ukrainska Pravda” (50200 headlines) and “Dzerkalo Tyzhnia” (41328) for October 2021 — October 2022. As the result of the study, it was established that before the full-scale invasion there were practically no permanent popular newsmakers, which would be ready to generate messages for mass media. Mainly the media covered “covid” and the statements of the newsmakers about it. After February 24, in the first period, Zelenskyi appeared in the spotlight, and his popularity increased significantly. Other official sources appeared as well: the General Staff and the regional administrations — to control the agenda both at the national and regional levels. Over time attention to Zelenskyi decreased and the need for war analytics was observed. Along with official sources, there was also a single independent one. The perspective of the research is to compare the presence of key newsmakers in online media and social media.