Current Trends in Mediatisation of Culture in Ukrainian Online Media
Abstract
The purpose of the article is to identify the directions of mediatization of culture in the Ukrainian media space using the example of the representation of music and painting discourses through online media and other digital virtual platforms.
The research methodology includes comparative and diachronic methods, content analysis of online media publications, genre, classification and typological analysis, case study method, classification and typological and systemic analysis, methods of description, generalization and discursive
analysis.
Results. Analysis of materials from the Ukrainian online media «Ukrainian Truth» and «Public. Culture» made it possible to trace the dynamics of the representation of cultural subdiscourses in the Ukrainian media space from mediation to mediatization and the development of digital and AI-art projects using the example of musical and visual discourses. The statistical method and visualization of the research results allowed us to visualize and verify the results of the content analysis of online publications. Content analysis of publications showed that the most mediatized are the discourses of cinema, literature, painting and music. In modern conditions of mediatization, interdiscursiveness and AI-zation, new artistic phenomena are emerging, including digital art projects, AI art, NFT projects, etc.
The novelty lies in the fact that for the first time a comprehensive analysis of the mediatization of culture in the space of Ukrainian online media has been carried out at the level of research of thematic, genre, stylistic, multimedia, interdiscursive, socio-cultural features of media texts and artistic projects.
The practical significance of the study lies in the possibility of application for further scientific consideration of models of mediatization of culture in conditions of digitalization and AI-zation, as well as in the study of academic disciplines by students of the specialties «Journalism» and «Culture and Art».
Key words: mediatization, culture, online media, musical discourse, painting discourse, digital art project.
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DOI: http://dx.doi.org/10.32840/cpu2219-8741/2025.1(61).3
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