Ukrainian Mass Media Research Articles

THE CONCEPTUAL METAPHOR «PERSON AND SOCIETY» IN MASS MEDIA TEXTS ON THE MATERIAL OF THE UKRAINIAN AND ENGLISH LANGUAGES

The article provides a comparative analysis of the conceptual metaphor "Person and Society" in mass media texts on the material of the Ukrainian and English languages. A metaphor is a tool for thinking and knowing the world, it reflects fundamental cultural values. The cognitive-semantic content of the conceptual metaphor "Person and Society" makes it possible to divide it into four frames that are common to both studied languages: "War and Crime", "Medicine", "Sports and Games", and "Culture and Art". The conceptual metaphors of the "War and Crime" frame refer to war and its varieties, military actions, weapons, criminals and their victims, and places of imprisonment. The frame "Medicine" includes metaphors depicting various diseases, their treatment, names of drugs, as well as nominations of patients and staff and names of medical institutions. The frame "Sports and Games" combines metaphorical expressions indicating sports and its terminology, athletes and their qualifications, the results of sports competitions, as well as the names of games and their rules. The frame "Culture and Art" is the basis of metaphors, focused on the elements of creative artistic activity, education and science, which depict theater, visual arts, literature, as well as music and cinema. It should be noted that the frame "Economics and Finance" is frequently used in the English mass media texts and is almost never found in the Ukrainian mass media. The framework "Economics and Finance" includes the concepts of financial and economic activity, which are based on the appropriate terminology during verbalization.

Комунікаційні стратегії в державному управлінні: стан реалізації та проблеми

The article defines the current state of implementation of communication strategies by public administration bodies in Ukraine and identifies systemic problems. An analysis of the positive aspects and shortcomings in the development and implementation of communication strategies in the field of public administration is provided, as well as the requirements and factors that have a more significant impact on the content of communication processes in public administration are determined. The favorable perception of the public sphere was influenced not only by the information space formed by the Ukrainian mass media and officials, but also by the informational messages of Russian propaganda. The author provides suggestions for improving the communication strategy in the public sphere. It was established that when developing communication strategies, public authorities should ensure the reduction of uncertainty and the risk of failure when making strategic management decisions. It was determined that the essence of the interaction of public authorities with target audiences is to ensure an effective state policy and adaptation of state reforms to possible future changes in the external environment. Achieving these tasks is possible by: increasing citizens’ trust in state institutions and improving their image; raising citizens’ awareness of the processes taking place in state institutions; ensuring active participation of citizens in the processes of making management decisions and establishing feedback; establishing cooperation with national and international mass media, it is emphasized that this is impossible without improving the public sector, strengthening the presence of public institutions at the international level, optimizing internal communication and information exchange in public institutions. The development of relations with the public as a new social institution for Ukrainian society, bodies of public authority and local self-government, that is, the creation of conditions for ensuring communication with the community and significant participation of the community in solving local problems, defining the conceptual apparatus, principles and rules of institutional analysis, and as well as identifying the rules used by local self-government bodies. Keywords: communications in public administration, information, strategic communications, communication risks, communication channels, communication policy, communication infrastructure.

PROBLEMS OF MEDIA FINANCING DURING WAR AND WAYS TO SOLVE THEM

The article is devoted to the issue of financing the media industry during crises and wars. The main difficulties faced by the Ukrainian mass media after the beginning of the full-scale invasion of the Russian Federation into the territory of Ukraine are studied. Analyzing the financial instruments used for the survival and development of the media. We all understand that the media is not only a source of information space, but also one of the sectors of the state’s economy. Therefore, as we turn the page of the second year of the full-scale invasion of Ukraine by the Russian Federation, we cannot but address the question: “What financial difficulties did our media face during the war, how did they overcome them, and what are the possible sources of funding now?” That is, to look into the eternal question “Where to get money?” and how can media enterprises survive in times of crisis? Unfortunately, the problem of media funding during the full-scale invasion of Ukraine by the Russian Federation has not yet been sufficiently addressed in scientific research. However, due to the extreme relevance of this problem, it was primarily addressed by journalists themselves, raising it at journalistic forums and in their materials. The purpose of the article is to outline the problem of media financing during the war and the ways to solve it that are used by Ukrainian media in everyday life. To achieve this goal, it is necessary to consider changes in grant support for the media, analyze support from volunteer “donors”, consider the possibility of contracts with local authorities for coverage as a source of funding, consider potential opportunities for paying for content, analyze state support for Ukrainian media, and more. Thus, the loss of 90% of the advertising market at the beginning of the invasion, the departure of some journalists abroad, the inability to fulfill their financial obligations, the loss of offices and many other disappointments did not stop active, dedicated professionals in their desire to create! And tools, especially those such as finance, are always available when you have a great desire and a dream. Since Ukrainian journalism has been addressing the issue of alternative financing for two years, the field for further research is almost unlimited, and many economic experts are just now beginning to delve into this issue.

METHODS OF INCREASING THE POPULARITY OF ONLINE MEDIA: CURRENT CHALLENGES AND MARKET NEEDS

In today’s digital world, competition among online media is getting tougher. In order to stand out and attract the attention of the audience, journalists and editors need to constantly develop and improve their strategies for increasing the popularity of the publication. Ukrainian mass media actively use various methods to achieve this goal. The article offers for consideration options and examples of how, taking into account the challenges of time, it is possible to bring online media to a high level.

ЖУРНАЛІСТСЬКИЙ ПРОЄКТ ПРОТИДІЇ ФЕЙКАМ «ДАВАЙТЕ ПЕРЕВІРИМО» В УМОВАХ ВІЙНИ

<p><strong><em>The purpose of the study </em></strong>–<em> characteristiщт of Ukrainian journalistic projects aimed at countering disinformation, to reveal the specifics of local media projects focused on working with local communities during the Russian-Ukrainian war.</em></p><p><strong><em>Research methodology.</em></strong><em> The research was carried out using general scientific theoretical methods of analysis and synthesis. In order to obtain quantitative indicators, the method of surveying the audience of the Pavlograd television and radio campaign was used during the recognition of true and fake information.</em></p><p><strong><em>Results</em></strong><em>. Mass media play the role of mediators of media criticism in societies with a developed civil society under conditions of democracy. Ukraine has the experience of strengthening public interest in media criticism in the conditions of war and the need to oppose unreliable information and informational aggression. Research by the Ukrainian platforms «Detector Media» and «IMI» prove that Ukrainian society is aware of the destructive influence of Russian fakes and is interested in the possibilities of opposing these destructive media phenomena. Local newsrooms that work for local communities participate in such activities, in particular, by creating media products that give the audience the opportunity to learn the skills of working with questionable information and distinguishing between false and true information. The article is devoted to Ukrainian mass media media critical projects that help their audience to become media literate and learn to work with information in the conditions of Russian information aggression. Among the various Ukrainian media products of this direction, the «Let’s Check» program of the municipal channel «Pavlograd Television and Radio Company» is highlighted. The work uses the results of program analysis and interaction with the audience on social media platforms.</em></p><p><strong><em>Novelty.</em></strong><em> </em><em>Media critical projects and projects of media literacy acquire new perspectives in the conditions of the war in Ukraine, so the classification of such projects, their review and instruments for interaction with the audience become an important factor in the formation of civil society in Ukraine.</em></p><p><strong><em>Practical significance. </em></strong><em>The results of the research can be used in the process of studying courses on communication, formation of media reality in the specialties «Journalism», «Advertising and Public Relations», «Information Business», media practitioners in matters of studying the instruments of media reality formation </em></p><p><strong><em>Key words: </em></strong><em>fakes, media literacy, media education, media reality, mass media, anti-discrimination practices, war in Ukraine.</em></p>

РОЛЬ ЗАСОБІВ МАСОВОЇ ІНФОРМАЦІЇ УКРАЇНИ У ФОРМУВАННІ СТАВЛЕННЯ СПІЛЬНОТИ ДО УКРАЇНСЬКОГО ЖІНОЦТВА В АРМІЇ ТА НА ВІЙНІ

The authors of the article analyze the role and significance of the mass media in highlighting the contribution of Ukrainian women to the fight against the Russian aggressor, overcoming gender stereotypes regarding women military servicemen of the Armed Forces of Ukraine in the mass consciousness of Ukrainian society, and in general, the specifics of the reflection of this process in the mass media of Ukraine. The article notes that with the beginning of Russia’s full-scale invasion of the territory of the independent Ukrainian state, significant changes took place in the Ukrainian mass media regarding the perception and representation of female military personnel in the Ukrainian army. If before the full-scale invasion of the Russian invaders into the territory of Ukraine there were differences in the assessment of the positive role of women in the Armed Forces, today women in the Ukrainian army are perceived as a positive phenomenon. The defenders of the people and the country against a dangerous enemy are the pride of Ukraine. Media materials reflect the real attitude of the warring society towards its women defenders and are an indicator of the process of overcoming a number of gender stereotypes that were inherent in Ukrainian society in the previous years before Russia’s open aggression against Ukraine. In particular, stereotypes about the inability of women to perform military tasks on an equal footing with men, the unsuitability of women to participate in war in general, the weakness of the female sex, etc. The article concludes about the active movement of Ukrainians towards the equality and equality of women and men in the army, including through overcoming gender stereotypes. The authors pay attention to specific examples and features of coverage of Ukrainian women's participation in hostilities through mass media; the connection of gender transformations in the Armed Forces of Ukraine with the principles of NATO is traced. The article makes a forecast regarding the mandatory/optional conscription of Ukrainian women into the army.

PUBLIC RELATIONS IN THE COMMEMORATION OF KVITKA CISYK IN UKRAINE

The article presents the study results of the main stages, forms and promoters of the cult of Kvitka Cisyk in Ukraine. Kvitka Cisyk was a US citizen born in the US. However, she attached great importance to her Ukrainian origin and tried to reflect this Ukrainian ethnic self-identification in her work. However, she became much more famous worldwide because of her work as a singer for advertising products commissioned by leading American corporations than as a perform- er of Ukrainian lyrical songs. The article’s authors focused on the history and current state of public commemoration of Kvitka Cisyk in Ukraine. An interdisciplinary approach was applied; in particular, psychological hypothetical explanations were made regarding the motivation of the promoters of some commemorative actions. With the help of a comparative analysis of Ukrainian and foreign mass media, the key events, forms, and directions of the commemoration of Kvitka Cisyk on the territory of Ukraine are determined, the influence of many actions, individuals, including leaders of public opinion, on the formation of the mod- ern Ukrainian mass media image of this advertising industry figure is characterized. Systematized, in chronological order, the history of naming dozens of Ukrainian streets in honour of Kvitka Cisyk. The practical significance of the article lies, in particular, in providing recommendations and means of their imple- mentation for educational institutions that train specialists in the field of advertising and public relations. A number of hypotheses have been put forward that can stimulate further scientific explorations of the Ukrainian commemoration of Kvitka Cisyk. In the educational process, in the training of specialists in advertising and public relations, it is worth drawing more attention of future figures of the advertising business and related industries to the example of Kvitka Tsysyk’s achievements and honoring these achievements. After all, Kvitka Tsysyk is currently in Ukraine, apparently, the most glorified, honored figure in the advertising business. Receiving such recognition, immortalization in the names of streets, awards, museums, and creative contests is for many actors no less, and for some, much stronger than material reward, a stimulus for professional growth, hard work in the chosen business field.

Стан та проблеми в реалізації комунікаційних стратегій органів публічного управлінні

The article examines the state and identifies systemic problems in the implementation of communication strategies by public authorities in Ukraine, which do not allow to increase the efficiency of their work. The positive sides and shortcomings in the development and implementation of communication strategies in the field of public management and administration are analyzed; the requirements and factors that most significantly influence the content of communication processes in the public sphere are determined. It has been proven that the positive perception of the activities of public authorities is influenced not only by the information field formed by the Ukrainian mass media and interested parties, but also by informational messages of Russian propaganda, countering which should be the task of the structural units of public authorities responsible for communication. Suggestions for improving communication activities in the public sphere are provided. It is substantiated that when developing a communication strategy, public authorities should ensure the reduction of uncertainty and the risk of failure when making strategic management decisions. The essence of the interaction of public authorities with target audiences is determined, which consists in ensuring effective state policy, adapting state reforms to possible future changes in the external environment. It is emphasized that the achievement of these tasks is impossible without increasing the level of trust and image of public authorities among citizens; raising citizens’ awareness of the processes taking place in them; ensuring active participation of the public in the process of making management decisions and establishing feedback; improving cooperation with national and international mass media; strengthening the presence of public authorities at the international level; optimization of internal communications and information exchange in public authorities. Keywords: information, communications in public administration, strategic communications, communication risks, target audiences, communication channels.

Lexico-grammatical, syntactic and compositional features of popular science texts by Taras Luty

The article touches upon the issue of the functioning printed and digital scientific information in modern Ukrainian mass media. The genre of essay as a popular form of dissemination of scientific information is considered. Due to this research we also join the discussion about the need to reform the scientific and functional variety of the modern Ukrainian literary language. The purpose of the article is to study the lexical, grammatical, syntactic and compositional specifics and linguistic creativity of popular science texts on the example of Taras Luty’s philosophical essays published in the weekly Ukrainian Week. Various research methods are employed in the study: the method of linguistic description and observation, the descriptive method, which provides the inventory of selected units, their segmentation, classification and interpretation, as well as the functional-stylistic method. Conclusions are made on the basis of the analysis of 111 texts.

ФАНДРАЙЗИНГ РЕДАКЦІЙ МАСМЕДІА ТА ДОПОМОГА ЗСУ: АНАЛІЗ ОГОЛОШЕНЬ ПРО ФІНАНСОВІ ЗБОРИ НА СТОРІНКАХ ЗМІ В ТЕЛЕГРАМІ ПІД ЧАС ПОВНОМАСШТАБНОГО ВТОРГНЕННЯ РОСІЇ В УКРАЇНУ

<p><strong><em>The purpose of the study</em></strong><em>:</em><em> to show how the mass media during the war in Ukraine helped the Armed Forces of Ukraine with the help of financial contributions.</em></p><p><strong><em>Research methodology.</em></strong><em> The following research methods were used during the research: dialectical method of cognition, systematic approach, and analysis of scientific works of scientists. A content analysis was also used, during which the announcements about fundraising for the assistance of the Armed Forces from the media editorial offices were analyzed.</em></p><p><strong><em>The results.</em></strong><em> The article examines such a concept as «failing», its peculiarity and difference from charity. It was also analyzed for which military needs fundraisers are announced and published on mass media pages in the Telegram messenger. Telegram channels of such mass media as: «Ukrainian Pravda», «Channel 24» and «TSN» were selected for analysis. Announcements about fundraising for the needs of the Ukrainian military, which were published during 524 full-scale wars in Ukraine (from February 24, 2022, to August 1, 2023), were selected for the study. The study proved that the Ukrainian mass media are actively involved in fundraising for the needs of the military and are themselves the initiators of aid to the Armed Forces.</em></p><p><em>The mass media actively support the military, they independently announce fundraisers to purchase necessary things for the Armed Forces and publish messages about fundraisers from their editorial staff, volunteers, commercial organizations, and the military. Our research proved that journalists actively help the military, there were several situations when mass media editors managed to collect the necessary funds and close the announced collection within a few hours after the collection was announced. And these amounts reached several hundred thousand hryvnias.</em></p><p><strong><em>Scientific novelty.</em></strong><em> For the first time, the announcement about fundraising for the needs of the Armed Forces, which the mass media published in their Telegram channels during the full-scale invasion of Russia into Ukraine, was analyzed.</em><em></em></p><p><strong><em>Practical meaning.</em></strong><em> The research is useful and interesting not only for Ukrainian researchers, but also for foreign ones. For editorial staff, the results of the study show that publishing announcements about fundraising for the military not only has a positive effect on the image of the mass media, but also demonstrates the level of audience trust in journalists.</em></p><p><strong><em>Key</em></strong><strong><em> </em></strong><strong><em>words:</em></strong><em> assistance to the Armed Forces of Ukraine, Russian-Ukrainian war, mass media, fundraising, charity, fundraising for the military, financial collection.</em><em></em></p>

Медійна мова у змінних координатах (скринінг поглядів в українській та польській науці)

The proposed research shows the process of the language dynamic changes in mass communication. The author analyzes the concepts of (media) communication – (media) space – (media) discourse in their evolution, explains the reasons for scientific shifts in the interpretation of these categories, emphasizes new approaches for the analyzed media linguistic phenomena. In order to objectify the scientific picture, the author has chosen authoritative works from Polish and Ukrainian media linguistics, by means of which distinguished is the panorama of the mentioned problem. A separate locus of the research is the monitoring of language innovations over the past five years (Shevchenko L., Syzonov D., Novi slova ta frazeologizmy v ukrainskyh masmedia [New words and phraseologisms / idioms in the Ukrainian mass media: dictionary], Kyiv 2017‑2022) based on material from the Ukrainian mass media. The collected e‑card index of media innovations and the annually published dictionary of new words and phrases helped to analyze the factors that have influenced the linguistic renewal of the Ukrainian language.

How does Information Manipulation Interfere with Normal Brain Function? The Disruption of Neuroethics in War-Time Mass Media

The article describes massive changes in the brain function of mass-media recipients. It is written within the relevant neuro social state of the Ukrainian mass media society in the conditions of undeclared military censorship and counter-propaganda. The material for analysis was two groups of data: content analysis of news media and a sociological survey of citizens for the presence of cognitive dissonance and lies that can violate neuroethics, namely, forming a distorted picture of the world, creating long-term deprivation and inadequate neural connections. The purpose of such research was to find out the regular influence of affective and defamatory infospace on the brains of people whose countries are at war. We clarified the nature of the newest manipulations in the media and around ethical issues, the state of research on the neuroethics of manipulations, comparing the nature of war journalistic manipulations in Russian and Ukrainian media and the objectification and explanation of neuroethical violations in Ukrainian media through the techniques of lying, silencing, avoidance, analysis, self-counting, etc. The authors used methods of theoretical, statistical, comparative and systemic analysis, content analysis, sociological methods of collecting background data and neuro interpretive methods for the received input data. The result of the article was a systematization of the manipulation of the brain in a state of permanent tension; in particular, we identified ways of institutional avoidance or deception and diagnosis of specific neuroethical threats and consequences among the population (emotional dependency, deprivation, emotional-cognitive dissonance, lack of entitlement to accurate truth, the difference between the content of the national and local media, etc.)

СУЧАСНА ПРАКТИКА ЖУРНАЛІСТСЬКИХ РОЗСЛІДУВАНЬ В УКРАЇНІ В УМОВАХ ВІЙНИ

<p><strong><em>The purpose</em></strong><em> of the study is to determine the peculiarities of journalistic investigations in the Ukrainian massmedia in wartime conditions.</em></p><p><strong><em>Research methodology</em></strong><em>. To study the theoretical material, the method of monitoring and critical review, systematization and statistical method of studying the material was used; the traditional method of analysis and comparison, problematization and assessment, the method of deduction and synthesis of successful opinions and experiences was used to interpret and interpret the content of the research.</em></p><p><strong><em>The results.</em></strong><em> The article analyzes the specifics of journalistic investigation in Ukraine: features, methodology, and modern development trends. It was determined that investigative journalism reflects the realities of modern life, focuses on the problems of society, which is especially relevant in the conditions of war, because the opposition at the time takes place not only at the front, but also in the political, economic, cultural and media spheres. The peculiarities of conducting journalistic investigations in the Ukrainian mass media in the conditions of a large-scale war and their significance for society have been investigated.</em></p><p><strong><em>Novelty.</em></strong><em> It was determined that the importance of journalistic investigations during the war increases, because investigative journalists contribute to the disclosure of war crimes and the prosecution of war criminals, and also exercise the necessary control over the actions of the authorities on the part of the public, which encourages it to be more responsible, helps to reduce the level of corruption and making necessary decisions for the country, bringing victory closer.</em></p><p><strong><em>Practical meaning</em></strong><em>. The results of the research can be used in practical media activities and in the process of studying professionally oriented courses in the specialty «Journalism».</em></p><p><strong><em>Key words:</em></strong><em> journalistic investigation, investigative journalist, project of anti-corruption investigations, investigative content.</em></p>

LANGUAGE MEANS OF MEDICAL ADVERTISING DISCOURSE

The article updates the opinion of the relevance of a comprehensive study of the phonetic and lexical units functioning peculiarities in medical advertising discourse as a means to influence the consciousness of a potential consumer. The linguopragmatic orientation of linguistic means in the given discourse is revealed and their frequency of use in medical advertising texts is determined.
 It has been proven that phonetic and lexical means of expression have the significant suggestive potential for creating an effective advertising discourse. They are used to enhance the emotional impact of the advertising message, attract the attention of the addressee, and stimulate memorization of the content of the text. Due to phonostylistic means, a bright image of a medicine is created.
 The peculiarities of the phonetic means functioning were investigated through the analysis of the most common techniques: rhyme, alliteration, assonance, anaphora, epiphora, onomatopoeia, phonemic repetition, and anadiplosis. The features of the lexical means persuasive effect on the recipient are considered on the example of the most commonly used stylistic figures, namely: metaphor, metaphorization, epithet, comparison, antonyms, euphemisms, anaphora, epiphora, inversion, oxymoron, wordplay (pun), etc.
 It was established that phonetic and lexical means serve to achieve the advertiser's manipulative goal. The use of expressive techniques in medical advertising discourse is aimed at quick involuntary memorization of the advertised medicine. The phonostylistic means increase the expressiveness of the advertising text, stimulate the addressee's interest, contribute to the coherence of statements, and have a mnemonic and suggestive effect, which contributes to the realization of the addressee's motivational goal.
 The methodological basis of the research consists of descriptive, functional, structural and semantic, quantitative and statistical methods.
 More than 400 advertising texts from the Ukrainian mass media (television, Internet) and printed advertising publications (booklets, leaflets) became the material for linguistic investigation.

Функціональність фотографій у сучасній українській пресі як фактор підвищення ефективності сприйняття креолізованих текстів (на прикладі видання «Український тиждень» за 2021–2023 роки)

The article analyzes the problem of perception of realized texts with the help of visual images, particularly photographs, in the modern Ukrainian press. Particular attention is paid to how photographs can convey emotions, create images and influence the viewer's response. It also explores how the rise of social media and multimedia formats has changed the need to use photos to interact with content. The purpose of the study: is to find out the role of photographs in the modern press, as a component that can help readers better perceive realized texts. An analysis of the publication «Ukrainian Week» for 2021–2023 was carried out. The methodology is the use of photographs in the Ukrainian mass media, in particular in the online publication «Ukrainian Week», as well as the audience's reaction to the impact of photographs in the mass media, which made it possible to obtain a complete description and understanding of the situation. The results of the study showed that modern Ukrainian mass media, which specialize in photojournalism, use various genres and types of photography to convey various aspects of events and plots. Based on the results of the analysis, we concluded that the number of photos and photo reports published on the Internet by the Ukrainian Week during 2021–2023 decreased. We believe that the mentioned fact indicates changes in the use of visual content, which can be related to many factors that were mentioned above in the study. According to the survey, it was established that visual content is important for the effective perception of information, as photos help to better understand the content of journalistic materials. Keywords: realized texts, journalism, photojournalism, mass media, photo, analysis, online edition, «Ukrainian Week», audience.

Monitoring the propaganda methods of the third reich in the info space of Ukraine and Russia

The article presents the main propaganda methods of the Third Reich, which became relevant during the Russian-Ukrainian war. The relevance of the article is due to the aggravation of the information confrontation that is taking place in the Ukrainian and Russian media spaces against the background of the full-scale invasion of the Russian Federation into Ukraine. In order to have advantages in this war, it is necessary to carefully study the enemy’s methods of information aggression. It is also important for solving the problem of de-occupation of the consciousness of the residents of ORDLO, who are under the massive informational and propaganda influence of Russia. The subject of the research is the propaganda methods of the Third Reich and their application in the conditions of the Russian-Ukrainian war. Ukrainian and foreign researchers partially covered this topic. The works of H. Pocheptsov, D. Welch, and J. Kershaw made it possible to identify the main mechanisms of conducting information warfare, which is characteristic of Ukraine and Russia, and became the main source for identifying the characteristic features of Nazi propaganda. The goal is to identify dangerous information and propaganda trends in the information space of Ukraine and Russia. For this purpose, a number of scientific tasks were performed using methods of analysis, including comparative, synthesis, generalization, and monitoring. The theoretical sources revealing the propaganda methodology of the Third Reich, its characteristics, and its peculiarities have been studied. Monitoring of propaganda methods in the information environment of Ukraine and Russia during the war and a comparative analysis of them with the propaganda methods of the Third Reich was carried out. As a result of the analysis of the works of Ukrainian and foreign researchers, the main mechanisms of conducting information warfare peculiar to Ukraine and Russia were analyzed, and the characteristic features of Nazi propaganda and its methods were singled out. Attention was drawn to the importance of art and culture in promoting propaganda narratives. On the basis of theoretical sources and empirical studies, the cult of personality as a method of propaganda is considered. As a result of the monitoring of the Ukrainian and Russian mass media, information and propaganda trends in the info space of Ukraine and Russia were revealed, which are described in this article. The research shows that the Russian Federation uses the same mechanisms and interpretations and produces the same meanings as the Nazis. Ukrainian mass media, even if they resort to the propaganda tools of the Third Reich, use them to produce opposite narratives. The study confirms that the Russian information space is harmful to the consciousness, intelligence, and moral values of the recipients.

PRAGMASTYLISTICS OF ONE-COMPOUND STRUCTURES IN THE LANGUAGE OF MODERN UKRAINIAN MASS MEDIA

The article examines the stylistics and pragmatics of one-compound structures in the language of the Ukrainian press of the third decade of the 21st century. The stylistic specificity and updated meaning loads of the most common types of one-compound structures caused by the journalist’s intentions, the range of his pragmatic attitudes (doubt, confidence, objectivity, subjectivity, etc.) and the needs of public communication are characterized. Peculiarities of the communicative purpose, pragmatic potentials and implementation of one-compound structures in the language of the modern Ukrainian press are outlined. It was found that one-member sentences as a fairly common language tool of modern Ukrainian mass media are endowed with a range of functions and nuances. The proposed article analyzes various semantic and stylistic nuances of one-compound structures, correlated with the journalist’s pragmatic intentions, which made it possible to outline the depth of their potential in the non-standard plane of the media sphere. The dependence of the choice and structuring of one-compound structures on the genre differentiation of modern Ukrainian newspaper publications and communicative-pragmatic needs, which are often reflected in the journalist’s communicative intentions, the tonality of information presentation, the construction of the newspaper text according to the author’s communicative strategies, the reader’s level of perception and interpretive capabilities, is substantiated. It has been observed that the expressive and evaluative stylistic function, which is quite important mostly for artistic-journalistic and analytical genres, is often performed by those one-compound structures that undergo generalized figurative metaphorization due to the introduction of elements of conversational syntax. Instead, in the language of informational genres, impersonal one-compound structures with the meaning of ascertaining a fact, obligation, need to implement an action appear productive. It has been established that the pragmatic-stylistic specificity of the use of various types of one-compound structures in the language of Ukrainian newspapers of the third decade of the 21st century attests to an expressive national way of forming and expressing thoughts by syntactic means.

DIALOGUE AND THE CATEGORY OF DIALOGISM IN THE UKRAINIAN MASS MEDIA DISCOURSE

The article is devoted to the study of the illogical nature of Ukrainian mass media discourse, namely newspaper text and dialogue as a form of textual communication. The study substantiates the concept of dialogue as a way of organizing speech and dialogism as a text category. Dialogue represents communicative interaction of two communicators and requires the participants of communication to comply with certain conditions. The dialogism of the text is broader than the concept of dialogue, because this category is expressed regardless of the nature of speech, is a representation of the inner essence of the text as a process and result of communicative interaction.
 This theory is aimed at the study of dialogism as a defining feature of text and discourse in a broad sense. As for the newspaper text, two types of dialogism are distinguished: external and internal. The first concerns intertextual interaction and coincides with the concept of intertextuality. Internal dialogism is subject-text related to the factors of the addressee and addressee of the newspaper text. The article describes the means of representing the textual category of dialogism in heading complexes containing interrogative-corresponding dialogical units; it considers the main models in which the category of dialogism is implemented are defined, namely: dialogical units, quasi-dialogical constructions and two-part headings with an open question; dialogical interaction between communicators of media discourse in the interview genre, in which the category of dialogism is most fully realized. Regarding the text of the interview, two types of communicative interaction are distinguished: addressee-dominant and addresser-dominant type. The former type is determined by the priority role of the interlocutor. The latter is characterized by the fact that the speaker takes an active position and determines the vector and content of the communicative act, that is, the author's comments and actualization of the author's point of view prevail in the text.

Linkedin Social Network: Benefits and Prospects for the Media

<p><strong><em>The purpose of the study. </em></strong><em>To identify the features of the social network LinkedIn and find out its</em><em> prospects for use to promote media content and image.</em></p><p><strong><em>Research methodology.</em></strong><em> The research used general scientific methods: generalization, synthesis, analysis, comparison, abstraction, and typology, which allowed us to analyze the social network LinkedIn, as well as to determine its benefits for promoting media content and image formation. To search for media that use the social network LinkedIn to promote their content and image, we used the internal search of the selected social network. During the research it was found that LinkedIn actively maintains its pages of 2 media groups – Media Group Ukraine LLC (TV channels «Ukraine», «Ukraine 24», «UFO TV», «Indigo TV», «Football 1/2/3», Ukraine 1 / Ukraine 2, NLO TV 2, «34 TV Channel» and others) and 1+1 media (TV channels «1+1», «2+2», «TET», «PlusPlus», <br /> «1+1 International», «Union TV», «Curlers» and others). Accounts of Ukrainian TV channels, radio, magazines, and newspapers were also found on LinkedIn.</em></p><p><strong><em>Results</em></strong><strong><em>.</em></strong><em> The LinkedIn social network is a promising platform primarily for shaping the image of the media in general, and not just as a successful employer. As well as many foreign media use it to inform subscribers and increase traffic to the media site. LinkedIn media is used for various purposes. It is also convenient to use to keep abreast of all innovations in the media market and monitor the success of competitors.</em></p><p><strong><em>Novelty.</em></strong><em> The LinkedIn social network is considered a professional social platform, it is often identified as a platform for finding employees. Ukrainian mass media are reluctant to create accounts and publish content in it. Even though it can be a promising platform for them to form the image of the media, not only as a reliable employer but also as a successful media. We came to this decision after analyzing the pages of Ukrainian and foreign media on the social network LinkedIn. Also, while searching for research on a given topic, we could not find the works of Ukrainian scientists who would consider LinkedIn as a platform for promoting media content and image formation. This topic is also not popular and well-developed among foreign scholars.</em></p><p><strong><em>Key words:</em></strong><em> social networks, LinkedIn, image formation, content promotion, mass media.</em></p>

The activities of the ukrainian media during the russian-ukrainian war

The purpose of the article. The research is related to the analysis of the activities of the Ukrainian mass media during the Russian occupation and the coverage of their role in the information struggle from the beginning of the war until now. The research methodology includes the use of a descriptive method, the method of analysis and synthesis to identify the importance of mass media functioning in society. Scientific novelty. The scientific novelty is in the fact that the article clarifies the main aspects of the activity of the Ukrainian mass media since the beginning of the full-scale Russian invasion of the territory of our country. In addition, it emphasizes the change in their information content, substantiates the strengthening of its patriotic direction, аnalyses the emergence of new means of expression that fill the language media practice with topical content. Conclusions. A detailed analysis of the activities of the Ukrainian media during the Russian occupation revealed the importance of media communication, which significantly increased during this period, which enables the increase of the information product as well as contributes to the increase in awareness of society in general. The topics and contents of the content have changed: the main focus is now on information about the course of war events, the reaction of the world community to them, the creation of new forms of television and radio broadcasts, the publication of patriotic works, changes in the content of advertising products, etc. The modifications, observed in the Ukrainian language, are also noted and perceived as a reaction to the terrible events of today: regrouping of vocabulary, emergence of new means of expression, consolidation of new language norms, etc. Modern mass media, performing informational and social functions, transform the traditional system of spiritual values of Ukrainian society into the global information space. Keywords: mass media, social networks, information content, neologisms, idiom, obscene language.