The article is devoted to the problem of covering news about the Armed Forces of Ukraine in the Ukrainian mass media, which shape the image and prestige of this profession at the national level. Different approaches to defining the concept of “image” and the specifics of building a media image are considered. It is established that the image of the Armed Forces of Ukraine has an impact not only on the civilian population, but also performs an educational and motivating function on servicemen. The main attention to the conceptualization of the concept of “image” is focused on the sociological approach, in particular, a significant role is given to symbolic interactionism. Image, in particular media image as a phenomenon that involves the two-way interaction of the exchange of certain symbolic signs, is studied. This approach helps to determine the role and influence of the media in the process of transmitting information to the audience. The specifics and position of military service in Ukraine are considered, its popularization as one of the elements of military-patriotic education is analyzed. An analysis of the issue of youth readiness to defend Ukraine is presented and what factors may reduce the attractiveness of military service. It was found that information in the media, which forms the image of the Armed Forces of Ukraine, can influence the involvement of young people in the military sphere. Based on the content analysis of the new media segment (Telegram messenger), the main areas in the field of view of journalists that related to the activities of the Armed Forces have been identified. The positive and negative characteristics of the media image of the armed forces have been studied. A number of narratives that can have a positive impact on the promotion of military service among young people have been identified through the use of qualitative paradigm techniques (interviews and focus group discussions).