TECHNOLOGICAL ASPECTS OF STATE IMAGE FORMATION

Abstract

The article is dedicated to the search for optimal ways of shaping the image of the state, considering modern technologies for shaping the image of the Ukrainian state, as well as the role of information and communication technologies in creating an attractive image of Ukraine. The primary focus is on the analysis of the classification of state image technologies. According to the general classification, an attempt is made to identify the strengths and weaknesses in shaping the state's image. Image technologies are examined, including the recognition that objectivity in analyzing the state's image is determined by the objectivity of information, the nature of its informational component, the correspondence or non-correspondence of available information to the current state, orientation of the informational component towards rationality (reason) or irrationality (emotion), and the volume and importance of the information. The article explores the challenges of creating a positive image of the state, particularly on the international stage, based on preserving cultural identity and identity. It identifies trends in Ukraine's further international image integration in the context of shaping a new world order, relying on and considering the impact of information technologies on shaping the state's image. Additionally, special attention is given to communication tools that play a significant role in shaping public opinion, the emergence of myths, stereotypes, fakes, propaganda, and more. With a vast arsenal of techniques for highlighting events against a specific background, or conversely, suppressing them, focusing the attention of the global community on specific facts, internet media shape the information space. For the further development of Ukraine's image, it is essential to use cutting-edge imagebuilding technologies. The requirements for comprehensive inter-industry work on the proper image of our country become relevant. Ignoring these requirements can lead not only to a damaged image but also to national instability and the undermining of international subjectivity. Therefore, to improve Ukraine's image, a range of modern information technologies is being introduced. Strengthening Ukraine's informational presence in the international media space through extensive involvement of Ukrainian diplomatic institutions in active cooperation with local media and the organization of informational events has become favorable. Creating a positive international image of Ukraine is a necessary condition for ensuring the protection of its national interests, adhering to the strategic course towards European integration, successful competitive struggles in the international market, and investment; popularizing cultural values in the global community.