Image Of Ukraine Research Articles

The Role of Media Diplomacy in Shaping the State’s International Image

The article attempts to determine the role of media diplomacy in shaping the state's image in the international arena. Media diplomacy under the conditions of globalization transformed geopolitical relations and changed the hierarchical system of foreign policy decision-making, highlighting the competition among states for the opportunity to influence public opinion. The information policy of the state involves not only the dissemination of positive information about it in the international information space, but also the integration of politicians, state government structures, non-state actors, famous personalities, and opinion leaders into the brand management system of the state's national policy. At the same time, the use of social media platforms in the implementation of diplomatic activities has led to the fact that any user of a social network today is not only a consumer of information, but also a direct supplier and distributor of it, meaning they have the opportunity to influence the adoption of certain decisions at the state level and shape in this way the image of the state. The article analyzes the use of media diplomacy mechanisms in the formation of Ukraine's image, identifies positive and negative aspects, and discusses prospects for its development.

Туристичний ринок України в часи війни: проблеми, загрози, можливості

The article examines the impact of war on Ukraine's tourism market due to globalization and integration processes. The article discusses in detail the problems and opportunities that arise in the context of modern challenges. In Ukraine, where hostilities continue, the tourism industry has faced unprecedented challenges, which have resulted in a significant drop in arrivals and a reduction in domestic tourist flows. The tourism industry has also a ban on air transportation, the closure of many tourist and hotel enterprises, the destruction or transformation of hotels into temporary shelters, personnel shortages, and a general decrease in income from tourism. Because of these aspects, investigating the challenges in Ukraine's tourism market is relevant and necessary to determine effective strategies for the industry's development. These strategies should further contribute to the economic growth and social welfare of the country. The article presents the results of surveys that demonstrate the accessibility of travel for domestic tourists and their motivation. The main reasons for refusing to travel are security and economic factors. Ukrainians prefer seasonal summer vacations in cities and hiking. Priority is given to event, gastronomic, active, and ecological tourism. The impact of hostilities has also resulted in some adaptation and search for new opportunities for the tourism industry. New tourist destinations, such as military tourism and "memory tourism," began to develop actively in Ukraine. Developing such tourism as agritourism and cultural and historical tourism in safe regions, can help to diversify the tourist offer and reduce the economic impact of a decrease in international tourist flow. It also contributes to the development of local economies and the creation of new jobs, which is critical in crisis. It is recommended to strengthen efforts in the field of international PR to improve Ukraine's image in the world. This includes participation in international tourism exhibitions, online marketing campaigns, and cooperation with international leaders of thoughts who can change the perception of Ukraine as a tourist destination. Tourism operators and local authorities should work together to develop and implement emergency response plans that will help them quickly adapt to changes in the security situation. Implementing these strategies will require strong coordination among all stakeholders, including government, the private sector, and international partners.

CURRENT TRENDS OF ECONOMIC DIPLOMACY OF UKRAINE IN THE MIDDLE EAST

The role of economic diplomacy in establishing and developing relations between countries has been substantiated, explained by the priority of economic interests. The aim of the article is to analyze the current trends of Ukraine's economic diplomacy in the Middle East. The historical prerequisites for the formation of Ukraine's economic diplomacy and the main vectors of its foreign economic policy have been revealed. The dynamics of the regional structure of goods export from Ukraine have been analyzed, confirming that the countries of the CIS were in the focus of Ukraine's economic diplomacy in the initial stages of independence. Changes in Ukraine's foreign economic policy after 2014 have been established, and the importance of cooperation with Middle Eastern countries has been argued. Emphasis is placed on cooperation with Turkey, the main trade partner for Ukraine among the Middle Eastern countries. An assessment of the dynamics of the foreign trade activity of both countries has been conducted, and the main vectors of cooperation, which include economic and investment spheres, cultural and educational cooperation, have been substantiated. The peculiarities of Ukraine's cooperation with Turkey since the beginning of the war have been highlighted. Using the SWOT analysis methodology, the strengths and weaknesses, opportunities, and threats in Ukraine's cooperation with the Middle East countries have been identified. The main consequences of expanding Ukraine's partnership with Middle Eastern countries, which will contribute to the diversification of trade between countries, the development of joint infrastructure projects, etc., have been singled out. Strategic directions for expanding Ukraine's presence in the Middle East countries have been proposed. Among the channels of disseminating information about Ukraine, attention is focused on the work of Ukraine's diplomatic missions abroad. It is proposed to revise the format of presenting information about Ukraine in the Middle East countries, involving representatives of foreign media. The effectiveness of using social media platforms and business channels for Ukraine's strategic penetration into the markets of this region has been confirmed. Other channels for forming Ukraine's image diplomacy in the Middle East have been identified. Prospective vectors of Ukraine's economic diplomacy in the region have been outlined.

UKRAINE IN THE MIRROR OF FOREIGN ONLINE MEDIA AFTER THE BEGINNING OF THE WAR IN ISRAEL

This article provides a comprehensive analysis of the portrayal of Ukraine in foreign online media such as BBC, CNN, The New York Times, The Guardian following the outbreak of war in Israel, highlighting the interconnectedness of international conflicts and their media coverage. Initially, the article explores the immediate shift in media focus, scrutinizing how major online outlets adjusted their attention from the ongoing situation in Ukraine to the emerging conflict in Israel. This section employs quantitative content analysis to assess the extent of coverage and thematic prioritization given to each conflict. Subsequently, the article examines the evolution of the media narrative surrounding Ukraine amidst the changing global political landscape. It utilizes discourse analysis to dissect how the war in Israel has reframed international media perspectives on Ukraine, considering aspects such as geopolitical allegiances, humanitarian concerns, and regional stability. It is discussed how the change in narrative potentially influences public opinion and international policy-making regarding Ukraine. The study also contemplates the role of digital media in shaping and reshaping narratives in the context of rapidly evolving global events. This article concludes that the war in Israel didn`t significantly impact the portrayal of Ukraine in foreign online media, because the situation in Ukraine was still broadely highlighted in the popular international online media. The findings underscore the need for a nuanced approach to media consumption and analysis, especially in the context of complex international events where narratives are continuously evolving and intersecting. This study contributes to the broader discourse on media's role in shaping public perception and policy in international conflicts, offering insights into the fluidity of global news priorities and the interconnectedness of diverse geopolitical events. It is outlined the importance of further researches on the image of Ukraine in foreign online media and it inclusion in the world agenda setting.

TECHNOLOGICAL ASPECTS OF STATE IMAGE FORMATION

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.

KEY TENDENCIES AND ACHIEVEMENTS BRAND OF UKRAINIAN CINEMA AFTER A FULL-SCALE RUSSIAN INVASION

The article examines key trends and achievements of the Ukrainian film brand after the full-scale Russian invasion. The realities of promoting the Ukrainian film brand involve festival engagement and representation of Ukrainian perspectives on international platforms. In Ukraine, a unique cinematic brand is actively developing. Each year sees the creation of new initiatives dedicated to promoting Ukrainian cinema, introducing new talents to the industry. Ukrainian cinema reflects values shaped throughout history, such as resilience, independence, innovation, cultural self-identification, and authorship. The research employs problem-solving, systemic, and content analysis methods, along with descriptive, observational, and analytical approaches. Sociological research, expert assessments, and festival monitoring are also utilized. A crucial aspect is identifying the target audience, consisting of diverse groups showing interest in various aspects of the film industry, requiring interaction and adaptation of promotional strategies. Successes in Ukrainian cinema, exemplified by the box office success of films like «Mavka» and «Dovbush,» offer hope for a change in audience perception and the attainment of canonical status. Comprehensive support for Ukrainian cinema in international film institutions and organizations is of utmost importance. The attentive focus and interest in Ukrainian cinema during the 2023 Berlinale indicate a shift in global attitudes. Ukraine successfully utilized the festival platform to showcase its cinema and demonstrate solidarity in the context of Russian aggression. The new image of Ukraine at the Berlinale is marked by a symbolic change in the colors of the Berlinale bear to the colors of the Ukrainian flag. However, state support and effective development mechanisms are necessary to overcome challenges and enhance the influence of Ukrainian cinema on the global stage.

РЕЛІГІЙНІ ОБРАЗИ У ВІЗУАЛЬНОМУ ПОЛІ ВІЙНИ: НОВІ РЕФЕРЕНЦІЇ ДО ТРАДИЦІЇ

The paper looks at the works of modern Ukrainian graphics (both printed and digital), which dealt with the events of the war in Ukraine from 2022 onwards. It focuses on the artworks, which use Christian symbolism and iconography and looks at how these symbols were reinterpreted in the context of modern visual culture and the current expectations of Ukrainian society. The study is structured around the categories of cultural memory and representation, in particular the visual and narrative strategies when dealing with the wartime events. It, too, is informed by approaches of visual studies, developed in the works of W.T.J. Mitchell, D. Freedberg, and T. Wright, which helped to determine the primary message of the artworks, secondary elements, and to treat them as a very specific visual message. To systematise the graphic material collected after the full scale invasion 2022, a topical approach was chosen, which means that the focus was not on the chronology of the war, but on the crucial categories in the subject matter of the religious imagery: images of the Mother of God, holy warriors, motifs of the Passions, martyrology, etc. The artworks in question demonstrated a shift from conventional patterns of religious iconography to updated ones. For example, the theme of Christ’s Passion and the tools for torture was altered to become an image of Ukraine's suffering in the course of history with all the struggles and losses of political independence and constant resistance through these centuries. Obviously, the photos and videos from the war omnipresent in the mass and social media became an important visual basis for most graphic works. The article reveals the process of transforming the local war narrative into a universal one, by virtue of the mental imagery fixed in the Ukrainian public consciousness. Analysing the graphic artists’ responses and their use Christian imagery demonstrated how the war stimulated the creation of a new mythology, a new pantheon of heroes, designed to motivate, resist and , ultimately, lead to victory. The images of Christian saints, whose iconography was reinterpreted in several graphic works, gained particular importance for forming this new mythology.

Dynamics of changes in the image of Ukraine in the audiovisual art of the XXI century

The article reviews some of the established stereotypes and new trends in the image of Ukraine and Ukrainians in the world audiovisual art. Traditionally, all nations rely primarily on stereotypes in their attitudes towards others. Most of the time, in the screen arts (especially when it comes to American films, television programmes, etc.), Ukrainians, russians, or Belarusians are portrayed as either «russians» or «Slavs» with a russian-centric identity. Cases of positive cinematic representation of Ukrainians in the twentieth century were an exception, the most notable of which was the film «The Fisherman’s Boots» (1968) by British director M. Anderson. The prototype of the protagonist, Cyril Lakota, the Archbishop of Lviv, who, after 20 years in a Siberian hard labour camp Gulag, is unexpectedly released and allowed to move to Rome, was Josyf Slipyj. After 1986, the theme of the Chornobyl tragedy became widespread in audiovisual artworks dedicated to Ukraine and Ukrainians. The disaster at the Chornobyl nuclear power plant was perceived by the international community primarily as a real threat of a total nature, about which it is necessary to know as much as possible in order to protect the lives and health of the population of different countries. At the same time, the study of the psychological aspect of the tragedy, its impact on the minds of the direct participants, and the change in attitudes towards Chornobyl over time became a subject of particular artistic interest. In the twenty-first century, the Orange Revolution, the Revolution of Dignity, and the Ukrainian-russian war finally put an end to the interpretation of Ukrainian characters in world cinema as marginal representatives of the Russian screen narrative. A number of fiction and non-fiction films and TV series were released about various aspects of the lives of Ukrainians, who are now clearly identified by their nationality and citizenship. A special role in this process is played by thematic programmes with historical content developed and implemented by T. Snyder.

ETHNOGEOGRAPHIC GROUNDLESSNESS AND DESTRUCTIVE GEOPOLITICAL ORIENTATION OF THE ANTI-UKRAINIAN GEOPOLITICAL PROJECT OF POLITICAL RUSYNISM

Various aspects and consequences of spreading the ideology of political Rusynism as a special ethno-separatist project constructed by foreign centers, which is aimed at the rejection of ethnic Ukrainians from the Ukrainian people of the Transcarpathian region and people from this region, are revealed. It is concluded that this project received some support among the local population due to the later establishment of the self-name "Ukrainians" in the Transcarpathian region.
 The preconditions for the emergence of political Rusynism, its basic principles and destructive geopolitical orientation have been studied. The ethnohistorical, ethnogeographical and ethnolinguistic groundlessness of the interpretation of the Ukrainian population of the Transcarpathian region, as well as ethnic Ukrainians in some neighboring states as a separate nation - Ruthenians is substantiated. On the basis of ethnographic materials, the kinship of Ukrainians of the Transcarpathian region and the Ukrainian population of neighboring regions was revealed. The location of the population of the Transcarpathian region, which according to the 2001 census identified itself as Ruthenian, is mapped, its low demographic weight and concentration mainly in ethnocontact strips are shown. The position that Ruthenian ethnic separatism is the basis for political separatism, generating various ideas of violating the territorial and political integrity of Ukrainian society, also distorting the international image of Ukraine is substantiated.
 Specific examples show the demographic losses among foreign Ukrainians due to the spread of the project of political Rusynism and the disruption of cultural ties between different groups of the Ukrainian diaspora. Its negative impact on the development of religious and religious relations is revealed. It is concluded that the State of Ukraine has all the means to eliminate ethno-political and geopolitical dangers caused by various organizations and groups of political Rusyns in Ukraine and abroad, but subject to active and qualified action in information and legal policy.
 Political Rusynism is a predominantly ethno-separatist project artificially constructed by foreign centers, aimed at alienating ethnic Ukrainians from the Transcarpathian region and people from the region, but gaining some support among the local population through the later establishment of the self-proclaimed "Ukrainians" in the Transcarpathian region. The majority of the Ukrainian population of Zakarpattia region belongs to such ethnographic groups of the Ukrainian people as Boyks, Lemkos, Hutsuls, who also live in neighboring Ukrainian regions, which indicates the connection of ethnic Ukrainians with the core of the Ukrainian people. The analysis of Transcarpathian dialects also testifies to the groundlessness of the conclusions about the existence of a separate Ruthenian people. The cartographic location of the population of the Zakarpattia region, which according to the 2001 census identified itself as Ruthenians, showed its low demographic weight and concentration mainly in ethnocontact strips.Ruthenian ethnic separatism is the basis for political separatism, generating various ideas of violation of the territorial and political integrity of Ukrainian society, also distorting the international image of Ukraine. The influences of political Rusynism on church life are also negative.The spread of political Rusynism among foreign Ukrainians has led to significant demographic losses of the Ukrainian population and disruption of cultural ties between different groups of the Ukrainian diaspora. The state of Ukraine has all the means to eliminate ethno-political and geopolitical dangers caused by the activities of various organizations and groups of political Rusyns in Ukraine and abroad, but subject to active and qualified action in the field of information and legal policy.
 Key words: territorial and political integrity of Ukraine, political Rusynism as an anti-Ukrainian project, separatism in Ukraine, geopolitics, foreign Ukrainians, ethnodemographic processes.

STRATEGIC DIRECTIONS OF MARKETING COMMUNICATIONS OF AGRO-INDUSTRIAL ENTERPRISES IN UKRAINE

The use of various tools of marketing communications and a strategic approach to developing communication campaigns are nowadays of particular importance. The processes of differentiation and positioning, being an integral part of any business, become complete only if consumers are made aware of the unique qualities and differences of the product, compared to alternative offers, through the marketing communication tools. Most of the Ukrainian agro-industrial companies should refer to the experience of leading Ukrainian and foreign companies, which, thanks to effective communication strategies, have successfully explained the differences and position of their products to the target audience and markets and achieved significant success. In marketing communication campaigns, especially in foreign markets, it is advisable to refer to the image of Ukraine as a well-known agricultural producer and the heritage, being an important component of modern agribusiness. Today, the issues regarding the truthfulness of messages of agricultural companies are associated with the compliance with standards and food safety regulations, which is a concern of national governments and international organizations. Therefore, communication campaigns of the Ukrainian companies should be simple and distinguishable, and convey the main ideas of differentiation and positioning of a product or enterprise itself short and clear. The limited and selective perception of modern consumers, who are overloaded with the vast amount of information, should also be taken into account.

ОБРАЗ УКРАИНЫ КАК ВРАГА РОССИИ В СОЗНАНИИ РОССИЙСКИХ ГРАЖДАН

Aim . To reveal the elements of the image of the enemy in the image of Ukraine as it exists in the minds of the citizens of the Russian Federation. Methodology . The article is based on the results of sociological studies of the image of foreign countries in the consciousness of Russian citizens. The data were obtained during the empirical research conducted in 2018–2019 by the Department of Sociology and Psychology of Politics, Faculty of Political Science, Moscow State University. To interpret the obtained data obtained, qualitative and quantitative research methods were used (focused semi-standardized interviews and coding of the data obtained). Results . The study has shown that the image of Ukraine in the minds of the Russians indeed contains components of the image of the enemy to a large degree. At the same time, the Russians predominantly see the ruling elites and state structures of Ukraine as the enemy rather than the people of Ukraine. There is a heightened sense of danger from Ukraine, of geopolitical nature as well as a threat to Russian national identity. At the same time, the geopolitical threat in minds of the Russians is indirect rather than direct, and comes not so much from Ukraine itself, but from its status as a kind of “conductor” and catalyst of the threat from larger Western players. The threat to national identity is rooted in a sense of cultural and historical closeness to the people of Ukraine and the tendency of Russian citizens to equate the peoples of Russia, Ukraine and Belarus. Due to these factors, Ukraine’s turn towards an anti-Russian vector and the anti-Russian political discourse that has grown out of it are perceived rather negatively by the Russians. Research implications . The results of this research are of practical importance, since they contribute to the academic understanding of the image of the “evil other” that exists in the consciousness of the Russians, the importance of which for the national identity of Russian citizens has greatly increased in the recent years. This article supplies the academic understanding of the processes of the formation and transformation of the Russian national identity, which is currently unfolding. The questions related to strengthening its foundations are now of particular importance at the level of discourse of Russian political elites.

ПОСТАТЬ УКРАЇНЦЯ В ПОЛЬСЬКИХ ТВОРАХ І ПОЛЯКА В УКРАЇНСЬКІЙ ЛІТЕРАТУРІ ДРУГОЇ ПОЛОВИНИ ХІХ СТОЛІТТЯ

The article examines the image of the figure of a Ukrainian in Polish literature and the figure of a Pole in Ukrainian literature of the second half of the 19th century. The ethno-image of the Ukrainian and Ukraine, which was fixed in the Polish mentality for quite a long time, is studied, the formation of the national identity of Poles is traced on the example of literary works and literary-critical works. Typological parallels in the works of contemporary poets and writers are traced. Various themes of works in both literatures of the era of romanticism and positivism are analyzed. Changes and mutual influences of both cultures are outlined. Mutual stereotypes and historical background are highlighted. The post-romantic period is, without a doubt, the most difficult to discuss, since it not only encompasses, as already noted, various literary periods and movements, including the dominant one already at the end of the 19th century. in both literatures, the positivist direction, remaining the common denominator of the cultural structure that exists in the context of the entire history of Polish-Ukrainian national-cultural relations. The statement of S. Ulyash, based on the dichotomy of Self (Polish) and Other (Cossack-Ukrainian), was considered, thanks to which the process of awareness of national differences and identification of Self (Polish) in relation to Other (Ukrainian) was consolidated. However, already in the second half of the 19th century, there was a change in the vision of Ukraine. The post-romantic period not only covers different literary eras and movements, in particular the positivist period, but also unites the relationship between the two literatures. The experience gained by positivists was developed and increased in the era of Polish and Ukrainian modernism. It is stated that image of Ukraine at the end of the 19th century. in Polish literature, features of individualization, a vitalistic concept of connection with nature and a tendency to poeticize the Ukrainian folklore tradition, history to a lesser extent. The political and historical factors of that time certainly left an im- print on the apperceptive background regarding the reception of the Ukrainian in Polish literature as the Other in later times.

LITERARY AND ART ONYMS IN CONTEMPORARY POETRY ABOUT WAR (BASED ON THE MATERIAL OF POETRY COLLECTIONS OF THE ZAPORIZHZHIA AUTHORS)

The article analyzes the lexical-semantic and functional-stylistic features of the literary and art onomasticon of contemporary poetry about the russian- Ukrainian war. We have revealed the active use of toponyms, among which the most productive are the choronyms Ukraine and russia. It is established that the image of Ukraine appears in two hypostases: on the one hand, it is a beautiful and prosperous state, and on the other hand, it is sad and tragic; writers identify themselves with their homeland, convey their pain and empathy for the difficult fate of the Ukrainian people. It is highlighted that the choronym russia acquires only negative connotations, the hatred of Ukrainians towards the aggressor country keeps growing every day, and the dismissive attitude is conveyed through various graphic images. It has been established that the horrific military actions of the russian military in many Ukrainian cities are reflected in the speech of Ukrainians. Bucha, Kharkiv, Irpin, Izium, Mariupol are names that have become precedent-setting and have gained symbolic meaning with the actualization of such nomens as «suffering», «defiance», and «invincibility». It is emphasized that the writers use the toponymic names Crimea, Donetsk (Donbas), Luhansk, which have changed their semantic load in connection with the russian-Ukrainian war, because before the russian aggression, the East of Ukraine was considered an industrial region, and then – a region of war, death and destruction. It is stated that Ukrainians have created a great number of derogatory anthroponyms for putin, the perpetrator of russia’s armed aggression. The name of the russian president is often used in a negative context of humorous works (jokes and puns). It has been determined that the theonym God helps to convey a sense of excitement and boundless faith in a bright future caused by the bloody russian-Ukrainian war of the twenty-first century. Writers of the Zaporizhzhia region often depict the image of a ravaged Ukraine in which the people are filled with feelings of hopelessness and despair; it is in this context that God is the personification of the last hope. The literary and art onomasticon of the Zaporizhzhia region writers is very diverse from the functional and stylistic point of view and is represented by the following groups of onymes: informational and evaluative, nationally significant, localizational and ideological.

The image of an elderly woman in media narratives during the Russian-Ukrainian war

The article is dedicated to the functioning of the images of a senior woman in the communicational space of mass media and Internet memes as concepts that have formed under the influence of the events of the Russo-Ukrainian war after February 24, 2022. The subject of the research is actualized in the context of changes in gender role stereotypes in the course of the establishment of the legal society, strategies of information warfare, and ideological propaganda, which is meant to influence the international image of Ukraine. The aim of the study is to analyze the media image of an elderly woman, taking into account such concepts as “informational warfare”, “propaganda”, “stereotype”, and “archetype”, because it is through them that the influence on the mass consciousness is performed, in particular, values are established, worldview models are normalized, humanization processes are legitimized. Thanks to the use of analysis, generalization, and interpretation methods, we have managed to systematize the image of a senior woman as an active mass media message. As the results of our research, we have clarified the difference between the narratives in the image of a senior woman that forms Ukrainian and Russian informational environments. We have identified the communicational goal with which they are being spread. Also, we have determined the difference in the mechanics of popularization of the symbolic figure of a senior woman in the mass communication means. The novelty of the research lies in the analysis of the informational processes in the modern history of Ukraine, which are currently in the state of dynamic evolution. Also, the novelty is conditioned by the cross-disciplinary vision, which takes into account the experience of the gerontology and memetics, the most modern approaches for the Ukrainian scientific thought. Prospects of further research lie in several directions. Among the scientific investigations that rest upon the symbolic codes of physicality in the communicative field there are: analysis of the development of gender-based and age-based stereotypes in Ukrainian mass media; determination of proactivity of archetypical images as a tool used for the creation of informational defense; further comparison of the roles archetypes play in mass media of legal and totalitarian states; identification of the role markers of physicality play in the set of communicational tools used by information warfare.

Formation of Ukraine's image in the media

The article investigates the role of media professionals in creating the image of the political leader and the state, considers some aspects of professional activity and methods of image-makers' work. The generalization is made on the basis of the experience of practitioners, image-makers of politicians concerning the creation and dissemination of author's practical and scientific technologies, the introduction of a positive image color of the object (subject of the image) and author's research. The content of this work captures the essence of problems creation of a positive image of Ukraine in the media that fully reflected in the monograph "Formation of Ukraine's image in the media."

Interference Communications: Measures of Information Influence On The Formation of State Creation Ecopolitics In The Context of Image Formation In The Globalized Media Systems

In this study the author try to reveal the essence of the organizational culture the context of interrelation of formation of image of the country. Important psychological readiness to evolve that is the base for forming the image of both the country. Media is everything, and the world seems to be nothing without it, media is the most powerful tool of communication. It is difficult to imagine how people get to know some important news without newspapers, radio magazines, internet. We observe the evolution of the media environment, the emergence of new methods and methods of communication in accordance with the demands of time. The article investigates the role of media professionals in creating the image of the political leader and the state, considers some aspects of professional activity and methods of image-makers' work. The generalization is made on the basis of the experience of practitioners, image-makers of politicians concerning the creation and dissemination of author's practical and scientific technologies, the introduction of a positive image color of the object (subject of the image) and author's research. As a result of an information campaign, public opinion on a particular topic can be both positive and negative, and rarely – neutral. Media has a tremendous impact on the public activity of the audience. Media is a powerful tool in shaping the image. Ukraine experienced the impact of Russian hybrid warfare and pro-Kremlin disinformation earlier than most other states, these disinformation messages a distorted worldview that shapes people’s thinking about the meaning and possibilities of political change. The content of this work captures the essence of problems creation of a positive image of Ukraine in the media that fully reflected in the monograph "Formation of Ukraine's image in the media."

Analysis of Technical and Tactical Preparedness of High Qualification Judoists results of the «OG-2020»

Given the current state of development of Pedagogical Technologies and Sports Science, today it is important to conduct Analytical and Statistical work in the direction of Technical and Tactical training of wrestlers, in particular – highly qualified Judokas, which will ensure their quality preparation for competitions of higher ranks. In addition, it will help increase the prestige of Ukrainian sports and the image of Ukraine in the international arena. The Main Purpose of the Research is to analyze the Technical and Tactical arsenal of highly qualified Judokas – participants of the "XXXII Summer Olympic Games 2020, Tokyo" (male). In the process of Research and Analytical work, the following Research methods were used: abstraction, measurement, expert evaluation, survey, comparison, observation, etc. As a result of theoretical research, members of the research group analyzed the technical and tactical arsenal of highly qualified Judokas – participants of the "XXXII Summer Olympic Games 2020, Tokyo" (male). Prospects for further Research in the chosen area of Scientific Research include an analysis of the Technical and Tactical arsenal of highly qualified female Judokas – participants in the "XXXII Summer Olympic Games 2020, Tokyo".

Створення сприятливих умов для розвитку туристично-готельного підприємництва в об’єднаних територіальних громадах Південного регіону України

Abstract. Introduction. The statute is assigned to the development of a tourist-hotel administration in public territories of the Pivdnya of Ukraine. The processes of development are developed to improve business culture and community hospitality, improve tourist infrastructure, implement programs, projects, concepts and concepts. Purpose. The purpose of the article is scientific and theoretical substantiation and creation of preconditions for the development of tourism and hotel business in the united territorial communities of the Southern region of Ukraine. The solution of the set goal in the article was carried out from the standpoint using management methods. Results. The results of our study reflect the positive processes taking place in the united territorial communities. From all the above, we see that in the process of development of tourism and hotel business communities is a powerful set of measures to create the conditions and a solid basis for creating a favorable business climate, the development of tourism and hotel business, there are advisory and consultative bodies, work with international experts on providing expert recommendations is constantly carried out, concepts, projects, programs are developed and implemented taking into account: historical, geographical, natural,economic factors. It is also necessary to systematically analyze the ongoing processes, identify threats and most effectively realize the resource potential of the combined territorial communities, to unite the efforts of public authorities and local governments, representatives of the tourism business and other sectors of the economy and civil society institutions to promote Ukraine in the world and form the image of Ukraine in terms of European integration. Conclusions. In the minds of reforms and decentralization, there are significant positive processes of a comprehensive approach for the development of friendly minds for the growth of a business climate and development of a hotel-hotel industry, as our research is based on. Bodies mіstsevy samovryaduvannya postіyno potrіbno rozroblyatite the udoskonalyuvati strategy rozvitka of Tourism and gotelnoe pіdpriєmnitstvo, bezpererven spіvpratsyuvati of broad stake BIZNES partner vrahovuyuchi nayavnego turistichnogo potentsіal ob'єdnany teritorіalnie bulk Pіvdennogo Regіona Ukraine vrahovuyuchi: іstorichnі, geografіchnі, prirodnі, ekonomіchnі chinniki. Confirmation of national legislation in Umovy of the European Integration, prior to the implementation and implementation of strategies by strategic documents, the development of the state is the main priority and the basis of development of tourism and hotel provision.

EVOLUTION OF THE CULTURAL MODEL OF THE UKRAINE IMAGE IN THE INTERNATIONAL INFORMATION SPACE

The purpose of the article is to determine the sociocultural determinants of the transformation of Ukraine foreign image under the influence of domestic and foreign political events and the state of its coverage in the information space; to ascertain the evolution of the cultural model of the image of Ukraine in the international information space. The research methodology consists in the use of interdisciplinary methods and approaches to identify information and communication technologies aimed at the formation of the international image of Ukraine; the principle of historicism allowed determining the stages of changes in the information space and the transformation of the geopolitical situation around Ukraine; the structural and comparative methods were used to determine the international media positions on Ukraine, their influence on the formation of its image. The scientific novelty of the research is in the presentation of the Ukraine image as an expression of the mentality of a particular cultural and historical community, an indicator of cultural meanings, unique design, mechanism of realisation of a national culture through a set of sign objectivations formed within a particular cultural and historical space and consolidated in the mental representations of individuals. Conclusions. It is proved that the negative image of Ukraine created by Western media affected the development of its tourism sector, the promotion of national cultural heritage and the investment climate significantly. The modern image of Ukraine is undergoing reformatting; there are significant cultural, political, and economic changes. The cultural model of the positive image of Ukraine in the international information space is determined by a properly structured state cultural policy and the effective use of modern image-making tools that can set it on the path of cultural, political and economic stabilisation.

CULTURE AS A NATION BRANDING TOOL WITHIN THE INTERNATIONAL INTERACTION SYSTEM

The purpose of the study is to clarify the role of culture as a tool for nation branding development, as well as national brand’s building and promoting within the global context of the national discourse. To reach the aim of the research, there was carried out the systematisation of the “nation branding” and “nation brand” concepts, as well as the analysis of theoretical and practical aspects of both nation and cultural brand and image of the country in the context of international cooperation. The research methodology consists in using general methods of empirical and theoretical research based on analysis, synthesis and concretisation. It is to analyse and summarise the results to reveal the “culture” factor’s importance in the nation branding development as an externally oriented phenomenon, in the context of international interaction providing information about what the country is. The scientific novelty of the study is to clarify the cultural constituent’s role in the process of the nation branding development in the context of the “State policy in the field of nation branding”; with the carrying out the analysis of the “culture and heritage” component as a criterion influencing the “Nation Brands” world reputation indexing; looked into the strategies for the Ukrainian culture development as an axis of building a nation brand and international image of Ukraine in the context of cultural diplomacy and intercultural dialogue; with paying attention to the content of the “Study of Ukraine’s perception abroad” results as an indicator of the world awareness of Ukrainian culture in the nation branding context. The conclusions point out that today in the system of international cooperation, culture: cultural heritage, cultural diversity and cultural potential of the country — is gaining importance as a tool for building a national brand and is the most effective means of creating a country/state’s positive international image in the long run. A successful nation branding allows increasing the level of the state’s political influence in the international arena and strengthening international ties, etc.