Problems of the Ukrainian blogosphere in the context of the development of the people’s cultural code

Abstract

Introduction. The media space is one of the least studied sources of the cultural code, representing reels, posts and stories that broadcast cultural code at verbal and non-verbal levels. Relevance of the study. Various scholars addressed the issues of culture code, but less attention is paid to studying the problems of the development of the people’s cultural code in the media space. The purpose of our research is to define the problems of the development of the people’s cultural code in the Ukrainian blogosphere. Methodology. The main research method is analysis of scientific literature on the research problem; survey to study the opinions of Ukrainian bloggers regarding problems of the development of the people’s cultural code in the media environment; content analysis of blogs to identify existing problems. Results. The results of the survey indicate that Ukrainian bloggers in TikTok, Instagram and Facebook publish content of a national and cultural direction, through which patriotic, national and cultural values are broadcast, developing the people’s cultural code. At the same time, they face certain difficulties, mostly related to the policies of the social networks. Conclusions. The results of the study of the problems of the Ukrainian blogosphere in the context of the development of the people’s cultural code indicate that some part of Ukrainian bloggers face a number of restrictions in the online media environment, which force them to carefully select content for their blogs and monitor the status of their accounts. The perspective of further research consists in studying the markers of cultural code in the Instagram, Facebook and TikTok media space, as well as in the formation of an actual structural model of cultural code.