State and Regions. Series: Social Communications
Transformative Impact of Music Charitable Projects on Social and Decolonization Processes in Ukraine
The purpose of the article is to identify the mechanisms of the transformative impact of musical charity projects on the processes of social consolidation and decolonization of Ukrainian society in wartime. Research methodology. To identify the mechanisms through which musical charity projects exert a transformative influence on the processes of social consolidation and decolonisation within Ukrainian society in the context of war, the study employed methods of observation, analysis, synthesis, description and generalisation. The methods of analysis, synthesis and generalisation were used to review existing research on the role of music and music projects in social change, decolonisation processes and fundraising. To identify the organisational and communicative mechanisms through which musical charity projects influence social solidarity, cultural identity and the decolonisation of public space, the methods of observation, as well as analytical and descriptive methods, were employed. Results. The article focuses on analysing and summarising aspects of musical culture that influence social change and the prospects for involving musical projects in the processes of decolonisation and overcoming social problems. Emphasis is placed on the fact that musical charity projects have the resources and means to influence various segments of the audience in order to achieve social change. It is noted that the Faine Misto music charity project is a case study of transformational influence on social and decolonisation processes in Ukraine. The charitable, consolidating and axiological aspects of influence are revealed, reflecting a constructive approach to the decolonisation of cultural space and the multi-level process of overcoming social problems. Novelty. The scientific novelty of the study lies in considering music as a tool in musical charity projects, which are complex communication special projects. For the first time, the proactive role of representatives of musical culture has been integrated into the context of the decolonisation process in Ukraine, and constructive and repressive approaches to the decolonisation of cultural space have been identified. A case study of a successful musical charity project is described, integrating the theoretical findings of Ukrainian and foreign researchers. Practical significance. The practical significance of the research results lies in the possibility of using the obtained data in the formation of practical and laboratory classes within the modules of educational programmes in social communications, the application of existing developments to create similar charitable projects, and the expansion of opportunities for constructive decolonisation through the creation of comprehensive communication and cultural projects. Key words: music, charity, prosocial ambassador, non-profit organisation, musical charity project, decolonisation.
Copyright (c) 2026 State and Regions. Series: Social Communications
Algorithmization and Ethics: Transformation of pr in the Age of Artificial Intelligence
The purpose of this article is to examine the current concepts of «algorithmic PR» and trace the evolution of key ethical guidelines that are being formed in the process of implementing the regulatory policy of the European Union, in particular, through the prism of the EU AI Act. Research methodology. The methods of analysis, synthesis, generalization, and case studies were chosen as the main approaches to the research. To achieve the goal, a set of methods was applied: analysis of scientific concepts and ethical problems of integrating AI into PR; case studies to illustrate the integration of AI into the ethical and deontological framework of PR communications, identifying the boundary between effective algorithmization and manipulative practices, as well as strategies for using AI in the context of digitalization; synthesis to integrate case study conclusions, generalize information, and identify key trends in the PR industry; generalization to systematize data, formulate conclusions regarding the consequences of implementing AI, and provide recommendations. This approach allowed us to obtain a structured picture of current trends in the PR sphere and assess the ethical challenges that AI poses to social communications specialists. Results. Based on the analysis of the latest reports of the European Communication Monitor and the works of leading scientists (A. Zerfass, О. Ihlen, A. Buhmann, F. Likely, L. Dühring, K. Berger, etc.), it has been proven that the integration of AI into PR is a profound transformation that requires a rethinking of professional values and the formation of a new ethical paradigm. This study focuses on the use of generative artificial intelligence by public relations professionals, highlighting its benefits, challenges, and ethical considerations based on empirical experience. It was found that PR specialists are actively integrating AI into professional activities, developing strategies that involve not only technological adaptation, but also a deep rethinking of the role of communication in shaping the digital space. The results highlight the key benefits and common challenges of using FDI in public relations practice. In addition, the study revealed various ethical problems identified by specialists in connection with the implementation of AI, identified key ethical dilemmas in the use of artificial intelligence, in particular regarding misinformation and false information, manipulation and hidden influence, intellectual property and professional identity. The main reason for their occurrence is the insufficient algorithmic literacy of PR specialists, as well as outdated ethical codes that require rethinking and refinement in accordance with the requirements of the times. The scientific novelty consists in the systematization of the risks of the algorithmization of communications and the determination of the role of the PR specialist as an ethical verifier of reality in the «post-truth society». Practical significance. The research findings can be used to develop national strategies for the development of the PR industry in Ukraine, taking into account the specifics of the domestic information space. Key words: public relations, artificial intelligence, algorithmization, communication ethics, European school of PR, EU AI Act, strategic communications, disinformation.
The Emergence and Development of Corporate Media in the Pre-Digital Era of Public Relations
Purpose. This study examines the emergence and development of corporate media in the pre-digital era within the context of the global history of public relations and analyzes the socio-economic factors that shaped their formation. Research methodology. The research is based on a historical analysis mainly of secondary English-language sources published from the early 1900s to the present that address the origins and evolution of corporate media. A systemic approach was applied, employing methods of general review, descriptive analysis, synthesis, and scholarly interpretation. Results. The findings indicate that corporate periodicals emerged spontaneously in the mid-nineteenth century in response to practical business needs arising from industrialization, expanding production, and growing moral expectations regarding corporate responsibility. These publications appeared prior to the institutionalization of public relations as a professional field and contributed significantly to the formation of its instrumental foundations. Corporate media integrated practices of journalism, advertising, and public relations, thereby expanding creative approaches to native content production and strategic communication. Novelty. The study offers an original perspective by conceptualizing corporate media not merely as communication tools but as a system-forming element in the historical evolution of public relations. It proposes a holistic interpretation of the logic underlying the development of corporate publications in the nineteenth and twentieth centuries. Practical implications. The results may be applied by public relations and corporate communications professionals to enhance reputation management, trust-building, and the implementation of strategic communication practices in modern organizations. Key words: corporate communications, corporate media, corporate periodicals, corporate publications, history, PR, public relations.
Transformation of Journalistic Standards During War: From the Libertarian Model to the The-ory of Social Responsibility
The purpose of the article is to substantiate the transformation of journalistic standards under conditions of Russia’s full-scale war against Ukraine, specifically the shift from the libertarian press model to the theory of social responsibility, as well as to investigate the impact of these processes on the editorial policies of Ukrainian media, professional norms, and linguistic practices emerging in response to existential threats. Research methodology. To achieve the main objective of the study – justifying the transformation of journalistic standards during wartime within the conceptual shift from the libertarian press model to the theory of social responsibility – the following methods were employed: analysis and synthesis for processing theoretical press models; comparative analysis for juxtaposing professional norms in peacetime and wartime; discourse analysis for studying linguistic phenomena in media texts; and a survey method among representatives of regional media for empirical confirmation of changes in contemporary editorial policies. Results. The article provides theoretical and empirical justification for the transformation of journalistic standards amid the Russian-Ukrainian war as a process of conceptual transition from the libertarian press model to the theory of social responsibility. Empirical research confirmed significant changes in editorial practices: 82.4% of respondents (45.1% partially + 37.3% fundamentally) altered the stylistics and tone of materials after February 24, 2022. Respondents identified the need to support national unity and morale (39%) and the enhancement of the emotional-empathetic component (24.4%) as key factors. The transformation of standards is most evident in the deliberate departure from the principle of «mirror» representation of conflict sides, as granting equal media space to the aggressor and victim creates a «false equivalence» effect. Additionally, recorded lexical shifts in wartime media discourse are proposed to be interpreted as «language of resistance» – an adaptive response by the journalistic community to extreme conditions, grounded in Viktor Frankl’s existential principle of the normality of anomalous reactions in inhuman circumstances. It is substantiated that such transformation is not a degradation of standards but serves as a tool for protecting subjectivity and countering dehumanization, distinctly opposed to the concept of «hate speech». The obtained data indicate that Ukrainian journalism is forming its own adaptive model, aligned with Mattias Dörr’s concept of «liquid journalism», where informational resilience and protection of national subjectivity are priority values. The novelty of the study lies in the theoretical and empirical justification of the transformation of journalistic standards under conditions of Russia’s full-scale war against Ukraine. The work demonstrates that the war prompted Ukrainian media to shift from the libertarian press model to the social responsibility model amid an existential crisis. Based on survey results from regional media representatives, it empirically confirms for the first time the trend toward abandoning mechanical balance of opinions in favor of value-oriented journalism. Additionally, the study proposes interpreting lexical changes in media discourse not as «hate speech» but as «language of resistance», representing an adaptive reaction of the journalistic environment to wartime conditions. The practical significance of the research results lies in their applicability in academic and educational activities, particularly in developing journalism and media ethics courses. The findings can also inform the creation of professional standards for media operations during armed conflicts. Furthermore, this study may serve as an analytical foundation for future Ukrainian and international research on the transformation of journalistic practices and media discourse during war. Key words: journalistic standards, value-oriented journalism, libertarian press model, social responsibility theory of media, liquid journalism, false equivalence, Russian-Ukrainian war.
Ukrainian Diaspora Radio Broadcasting in North America in 1939 Within the System of Socio-Communicative Tools for Countering Total Propaganda
The purpose. The study aims to conduct a comprehensive analysis of the state of Ukrainian-language radio broadcasting in the USA and Canada in 1939, clarify the role of the airwaves in consolidating the diaspora at the onset of World War II, and investigate the socio-communicative mechanisms of countering propaganda. The research methodology is based on monitoring and content analysis of the «Svoboda» newspaper. Methods of systematization, comparative analysis, and source-based inquiry were applied to verify the parameters of radio networks. Media event reconstruction, discourse analysis, and classification allowed for the restoration of the broadcasting structure and the differentiation of its genres. The results. It is proven that in 1939, Ukrainian-language radio broadcasting transformed from a leisure medium into a strategic instrument for national self-preservation. It was established that an extensive network of local stations (W.A.R.D., W.B.N.X., K.Q.V., etc.) formed a unique socio-communicative space where mass events (such as «Radio Balls» and «Radio Days») were integrated with real-time reporting on events in occupied Ukraine. The findings indicate that with the outbreak of World War II, radio became a primary weapon in the «war of nerves», functioning as a spiritual bridge and a mobilization resource for the community. Novelty. For the first time, based on a systematic analysis of materials from the «Svoboda» newspaper of 1939, a holistic picture of the Ukrainian radio landscape during a period of global crisis has been reconstructed. The study identifies the specifics of adapting media formats (radio theater, bilingual lectures) to the conditions of wartime censorship and propagandistic pressure. Practical significance. The research findings can be utilized in developing lecture courses on the history of Ukrainian journalism, media management, and specialized courses on the role of ethnic media during international conflicts. The experience of the diaspora’s informational self-organization in 1939 remains relevant for contemporary practices of cultural diplomacy and countering media manipulation. Key words: Ukrainian emigrant radio, socio-communicative technologies, Ukrainian diaspora in the USA, Ukrainian-language radio broadcasting, «Svoboda» newspaper.
International Journalism in the Context of Digital Transformation: Trends and Challenges
The purpose of the study is to provide a comprehensive analysis of the key trends in the development of international journalism at the current stage – from financial challenges to the transformation of the role of traditional media institutions and the emergence of new models of audience engagement. The research methodology is based on the comprehensive application of theoretical analysis and the synthesis of scientific sources, as well as the generalization of contemporary research in the field of media communications. The study utilizes the method of secondary analysis of quantitative data from industry reports, including the WAN-IFRA World Press Trends, the Reuters Institute Digital News Report, and the Reporters Without Borders (RSF) Press Freedom Index. Comparative analysis enabled the juxtaposition of traditional and new media models, while theoretical generalization allowed for the systematization of the identified patterns. Results. The article examines the genesis and current state of international journalism under the unprecedented pressure of digital transformation, financial instability, and the rapid advancement of artificial intelligence. The authors state that traditional models of international news coverage are undergoing profound changes that extend beyond mere technological updates, affecting the very logic of news production, distribution, and consumption. Through the lens of gatekeeping theory, it is demonstrated that the world’s leading news agencies (AP, Reuters, AFP) maintain their role as primary «gatekeepers» in the global information space, despite changes in news distribution channels. Particular attention is paid to the dual role of artificial intelligence: on the one hand, it enhances the operational efficiency of newsrooms, while on the other, it becomes a powerful tool for disinformation. The authors conclude that the future of international journalism is linked to further technologization, but the adherence to professional standards and ethics will remain the key criterion for quality. The novelty of the research lies in the comprehensive integration of theoretical approaches with current empirical data from 2024–2025, which allows for examining the transformation of international journalism in the interconnected context of financial, technological, and ethical factors. Practical value. The research results can be utilized in the fields of international journalism, media management, and media education, as well as in the practical activities of newsrooms seeking sustainable funding models and operational strategies in the context of information warfare and technological challenges. Key words: international journalism, gatekeeping, artificial intelligence (AI), news agencies, quality press, journalistic standards.
Economic Media Discourse of Ukraine under Conditions of War as a Factor of Societal Eco-nomic Resilience
The aim of the article is to identify the structural, thematic and functional features of Ukraine’s economic media discourse under wartime conditions and to determine its role in shaping societal resilience. Research methodology. A set of complementary methods was applied: theoretical methods (analysis, synthesis, induction, deduction), empirical methods (media monitoring, quantitative content analysis of publications for 2022 – March 31, 2026) and the method of typologization. The empirical basis includes materials from Ukrainian economic, general-interest and regional online media that systematically cover the wartime economy. Results. Economic media discourse is conceptualized as an effective mechanism for shaping societal economic resilience under wartime conditions. The structure of wartime economic media discourse has been systematized and includes the following levels: expert-analytical, informational-news, explanatory-applied, institutional-communicative and socio-communicative (network-based). It has been established that after 2022, the thematic core of the discourse underwent significant transformation: there was a shift from traditional coverage of macroeconomic indicators and business processes to the dominance of topics such as wartime economy, international financial assistance, energy security, reconstruction, the labor market and business relocation. It is proven that during wartime, economic media discourse performs a complex set of important functions: informational, analytical-interpretative, socio-stabilizing, orientation-practical, mobilization-coordinative, regulatory and educational. It is substantiated that by shaping rational expectations, reducing uncertainty, maintaining trust in economic institutions, and disseminating adaptive practices, the media contribute to the stabilization of society in times of crisis. Novelty. For the first time, the role of economic media discourse as a factor in sustaining the economic resilience of society under wartime conditions has been comprehensively substantiated; its structural model and functional role in a crisis context have also been further specified. Practical significance. The results of the study can be used to improve the practices of economic journalism, develop educational programs in the field of media and communications, as well as in the activities of media organizations and government bodies in order to increase the effectiveness of communication in times of crisis and form economically justified models of population behavior. Key words: economic media discourse, economic topics in media, war, media, economic media, economic communication, economic resilience, economic journalism.
Local Cultural and Artistic Online Media: Features of the Format
The research aim of this article is to identify the distinctive features of local online media focusing on culture and the arts, and to assess the development potential of this sector of the Ukrainian media. Research methodology. To address the tasks arising from the aim, a comprehensive methodology was applied: analysis and synthesis – to generalise academic interpretations of the concepts of ‘local media’ and ‘cultural media’, and to conceptualise the notion of ‘local cultural media’; to identify strategic and current challenges in the sphere of operation; the descriptive method – to characterise a possible content concept for media projects of this type; case studies – for a detailed examination of a real media project; content analysis – to examine the genre structure, section organisation and content presentation formats. Results. A detailed examination of the ‘post impreza’ case study as a locally-based cultural and artistic media platform reveals that media of this kind serve not only as a source of information about events, but also as a tool for maintaining cultural continuity, preserving memory and shaping local identity. They document the community’s experience, represent its cultural practices and create a space for collective reflection. The online format expands the boundaries of local cultural journalism, making local culture, local events and artefacts visible on a national scale. post impreza presents a possible model of a culturally convergent online media platform, offering an alternative to news-oriented media through a ‘slow’, critical and contextualised approach to covering culture. It is also a media project in which journalism is combined with research, educational and exhibition activities, as well as digital archiving. The novelty of this study lies in identifying the defining characteristics of the local cultural media sector and the key challenges to its viability in the current climate. Practical meaning. The findings can be used to replicate the case study described as a model in other cities or regions of Ukraine with similar backgrounds and conditions, to identify effective business models capable of ensuring the sustainability of projects and their qualitative development, as well as for further research into the audience’s needs and attitudes towards local cultural content. Key words: local media, cultural and artistic media, online format, art criticism, post-event, cultural identity, Ukrainian media landscape.
Documenting Reality: from Testimonies to Cinema
The purpose of the research is to systematize and introduce factual material for identifying the thematic, genre-stylistic, and narrative features of audiovisual testimonies in the representation of socio-historical processes into scientific discourse. Methodological basis. The research toolkit makes it possible to identify and analyze documentary practices using a functional approach. The descriptive method conducts an inventory of communicative units in order to determine the panorama of values. Semiotic analysis is applied to identify key themes, visual systems, and narratives of audiovisual content. Results. The study demonstrated different styles of documenting life during wartime in order to preserve individual and collective memory, as well as to record key events and stages of time during the war period. Such an approach contributes to the formation of a realistic understanding of contemporary events and ensures the preservation of values. The consolidation of practices for documenting life under wartime conditions becomes a unifying means of preserving memory, recording the milestones of the time, and defining future perspectives. This is important in order to preserve the realism of the situation currently taking place for the future. Special attention is paid to visual narratives for understanding traumatic experiences, forming public dialogue, and fostering international cooperation. Documentary cinema and testimonies in the reconstruction of wartime reality form a content portfolio of historical and cultural consciousness. The scientific novelty lies in the systematization of visual narratives for comprehending the experience of war and reconstructing wartime reality. These narratives shape the historical and cultural consciousness of society, preserve events experienced, and draw attention to humanitarian and sociocultural aspects of wartime. The practical significance lies in reflecting current practices of documenting wartime events in narrative forms. The proposed approaches to analyzing visual narratives and documentary testimonies contribute to the formation of public mobilization and increased awareness about contemporary Ukraine for an international audience. The results of the study may be useful for courses in documentary studies, media studies, visual studies, and communications. Key words: documentary, eyewitness testimonies, documentation, visual language, visual communication, collective memory.
Communication Strategy of a Charitable Foundation as a Tool for Building Trust and Raising Funds (Fundraising)
Purpose of research. The research is to examine how modern charitable organisations in Ukraine (the KOLO Charitable Foundation, the Tabletochki Charitable Foundation, and the UAnimals Charitable Foundation) utilise communication and PR methods to build public trust and raise funds. Research methodology. The theoretical framework is based on the works of Ukrainian scholars (I. Vakhovych, K. Verbytska, L. Kot, et al.). Comparative, situational and analytical approaches were applied. Methods: description, comparison and generalisation. The descriptive method was used to characterise the activities of charitable organisations and the application of communication tools in fundraising. The comparative method involved analysing the characteristics of PR strategies employed by foundations in various fields of activity and their effectiveness in attracting donors. Generalisation was used to systematise communication practices and draw conclusions regarding strategic PR communications in the charitable sector of Ukraine. Results. The strategic communications of leading foundations have been analysed. It has been established that communication strategy is a key factor in building trust. The specific features of using advertising and PR tools have been examined using the example of charitable organisations in Ukraine, and the relationship between communication practices and fundraising effectiveness has been identified. The effectiveness of the integrated use of crowdfunding, digital advertising, influencer marketing and media partnerships in the context of competition for donors’ attention has been demonstrated. The role of communication methods in achieving set goals has been identified. Novelty. Models of strategic communication during a period of full-scale war (2022–2026) have been identified, based on the transformation of PR tools to overcome «donor fatigue». Practical significance. The practical significance of the study’s findings lies in their potential application to improving the communication strategies of charitable organisations, as well as in the development of training courses on professional communication within the charitable sector and in further academic research focused on the development of the charitable sector. Key words: fundraising, crowdfunding, digital communications, PR, reputation, influencers, gamification.
Types and Formats of Offline Communication Events Organized by Online Media Outlets
Purpose of the study. The purpose of the study is to examine offline communication events organized by online media outlets in 2024–2025, as well as to identify their types and formats. Research methodology. The following online media were selected for analysis: Ukrainska Pravda, Ekonomichna Pravda, Yevropeiska Pravda, and TabloID. The study employed general scientific and specialized research methods. The method of analysis was used to examine content related to communication events organized by online media outlets. The methods of selection and information retrieval were applied to identify organized events on the websites of online media. In particular, a targeted search was conducted using the built-in search engines on media websites, as well as the «Events» section on the Ukrainska Pravda website. In addition, descriptive and generalization methods were used to present and systematize the research findings. Novelty. The article is the first to systematize communication offline events of Ukrainian online media and proposes their classification according to formats of implementation. Events for the media, audiences, advertisers and partners are distinguished, as well as universal communication events aimed at a potential audience. The concept of communication offline events in online media is further clarified as a tool for interaction between editorial teams and audiences. In academic and professional literature, the term “event” is commonly used to refer to organized happenings. In this study, the term “communication events” is predominantly used, emphasizing their communicative rather than purely marketing nature. Results. The study found that Ukrainian online media in 2024–2025 actively used offline events as a communication tool with audiences, advertisers, and partners. The analyzed media – Ukrainska Pravda, Ekonomichna Pravda, Yevropeiska Pravda, and TabloID – organized forums, conferences, awards, public discussions, anniversary celebrations, and other events. It was revealed that online media organized offline events for the following main groups: mass media representatives, audiences, advertisers and partners, as well as universal communication events aimed at a broad and potential audience. It was established that such events contribute to strengthening media brands, building audience loyalty, and developing communication interaction. Practical significance. The study may be useful for both Ukrainian and international researchers, as well as for media professionals and editorial teams involved in organizing offline communication events. Key words: communication events, mass media, event, online media, award, forum, conference.
Current Media Trends in Creative Industries
The purpose of the study is to identify and analyze the key media trends employed in the creative industries at the current stage of societal development. Research methodology. The following methods were applied: the analytical-synthetic method – to process scholarly sources in order to identify the key trends in the development of creative industries during 2025–2026; causal analysis – to determine the impact of digital technologies and artificial intelligence on the transformation of consumer content in the creative industries; systems analysis – to examine the interrelations between digitalization, technologies, transmedia, digital minimalism, and hyperpersonalization as components of a unified media communication environment; content analysis – to study contemporary scholarly research in the specified field, as well as media materials and digital content in order to identify dominant media trends in the information environment; and theoretical generalization – to formulate final conclusions regarding the characteristics of current media trends in the field of creative industries and their practical significance for journalism, advertising, social media, and information activities in general. Results. Media trends in the contemporary creative industry are directly related to intensified digitalization, adaptation to artificial intelligence technologies, and the pursuit of meaningful and comfortable interaction with content. As of the beginning of 2026, the key media trends include artificial intelligence (algorithms and generative models actively participate in content creation), transmedia (transmedia narratives explore alternative ways of storytelling; story fragmentation aimed at reaching diverse audiences ensures a broader spectrum of communication, enabling connections among various audiences), digital minimalism (the implementation of digital minimalism strategies optimizes communication and promotes longer-lasting, authentic, and reliable connections. By reducing information noise and prioritizing message quality, more authentic and sustainable relationships are built), and hyperpersonalization (implemented through artificial intelligence and machine learning). Novelty. The study examines the media trends relevant as of the beginning of 2026 in the creative industries; it summarizes and analyzes the features of generative artificial intelligence technologies, transmedia narratives, digital minimalism, and hyperpersonalization through the prism of the development specifics of leading media trends in the creative industries. Practical significance. The research results may be used in the teaching of courses on visual communication and social media within the specialties of «Journalism», «Advertising and Public Relations», and «Information Activities», as well as by media practitioners studying contemporary media trends in the creative industries. Key words: media trends, creative industries, digitalization, artificial intelligence, transmedia, digital minimalism, hyperpersonalization.
The Memory Platform «Memorial» as a Model for Shaping a New Culture of Honoring the Fallen during the Russian-Ukrainian War
The purpose of the study is to identify emerging trends in the formation of a new culture of memory in Ukraine through the case of the Memory Platform «Memorial» within the contemporary Ukrainian social communication landscape. Research methodology. To achieve this objective, the study employs a comprehensive combination of general scientific and specialized research methods. Analysis and synthesis were applied to systematize theoretical approaches to the concepts of collective memory, historical memory, and mediatization. Qualitative content analysis of the platform, examination of editorial documents and methodological guidelines, interpretation through the theoretical frameworks of collective memory studies and the digital turn, and the comparative method were used to analyze and compare various forms of representing the memory of the fallen on the Memorial website. The descriptive method was employed to document contemporary media memory practices, while modeling was applied to conceptualize the structural mechanisms of memory mediatization. The empirical basis of the study consists of media products identified through systematic monitoring and created by journalists of the Memory Platform during the period of Russia’s full-scale invasion of Ukraine, as well as the results of an online Facebook survey involving 91 respondents, aimed at identifying the interconnections between media practices and the formation of collective historical memory. Results. The findings demonstrate that the Memory Platform «Memorial» functions as a multilayered social communication system integrating digital archiving, memory journalism, media partnerships, and civic commemorative practices. The study establishes that the mediatization of memory of the Russian-Ukrainian war is realized through the transformation of individual stories of the fallen into structured digital narratives which, through platformization, multimedia formats, and networked circulation, shape historical memory. The analysis reveals that the key trends in the transformation of commemorative culture, as exemplified by Memorial, include the humanization of war statistics through the personalization of loss, the integration of journalistic standards with memorial practices, the expansion of traditional sites of memory into digital space, and the combination of online and offline forms of commemoration, including national campaigns, interactive projects, and educational programs. Memorial not only documents wartime losses but also promotes a new culture of memory in Ukraine grounded in ethical responsibility, credibility, human-centeredness, and public participation, functioning as a significant agent in the national information space in shaping collective memory of the Russian-Ukrainian war. Novelty. The study’s original contribution lies in the systematic analysis of the commemorative media practices of the Memory Platform «Memorial» within the Ukrainian social communication sphere. It demonstrates the processes of historical memory mediatization and highlights the conditions through which digital media practices contribute to the formation of collective historical memory of the Russian-Ukrainian war. Practical significance. The results of the study deepen understanding of the media’s potential in shaping historical memory and provide practical insights for journalists seeking to better comprehend their professional responsibility in constructing historical memory through media practices during the Russian-Ukrainian war. Key words: mediatization of memory, historical memory, collective memory, commemoration, digital memorialization.
Visual Metaphors in Media Design: Influence on Information Perception
The aim of the study is to systematize visual metaphors as a media design tool, identify the mechanisms through which they influence the cognitive perception of information, and develop practical approaches for their effective use in digital communications. Research methodology. The study employed a range of methods, namely: art-historical, system-structural, formalization, and comparative methods. The art-historical method was applied to analyze visual metaphors as artistic and communicative forms functioning within the media landscape, to examine the figurative-symbolic nature of visual solutions and their stylistic features, as well as to interpret metaphors through the lens of aesthetic categories (form, composition, color, and associativity). This ensured an accurate interpretation of visual metaphors not only as a communication tool but also as an element of contemporary visual culture. In turn, the system-structural method made it possible to identify the components of media design and classify visual metaphors as one of them. The study is based on verified empirical data, statistical materials (in particular, data from the Statista platform), as well as research contributions in the fields of media design, cognitive psychology, and communications, which made it possible to demonstrate the influence of visual metaphors on the perception of information, support theoretical claims with concrete examples, and ensure the validity of the conclusions drawn. The comparative method made it possible to trace the fields in which the term «visual metaphors» has also been studied, while the formalization method demonstrated how they may appear in contemporary media design. Results. The article presents an overview and analysis of visual metaphors, methods of their creation, and their types. It examines their modes of presentation and the platforms used for their dissemination. The article also analyzes case studies on the use of visual metaphors in contemporary media design. Examples of advertising and digital communications (including brand campaigns and visual solutions used by social media platforms) in which various types of visual metaphors are applied in practice are also examined. The rapid development of information technology drives the need to improve tools that facilitate the perception of information, which, in turn, contributes to a more effective understanding of news content, communicative messages, and advertising materials. The novelty lies in the systematization of visual metaphors as a structural element of media design, the refinement of approaches to their interpretation through the combination of art-historical and cognitive analysis, as well as in advancing the understanding of the mechanisms through which they influence the perception of information within the digital environment. Unlike existing studies, this research integrates media design, cognitive psychology, and digital communications, while also accounting for platform-specific features of content distribution and practical application. Practical significance. The findings contribute to a better understanding of the principles underlying the formation of effective visual-metaphorical solutions in media design and provide a foundation for further research in this field. The application of such approaches helps prevent information overload among the audience and increases the effectiveness of message comprehension, which, in turn, contributes to the improvement of communication and learning processes in the digital environment. Key words: media, metaphors, media design, visual metaphors, information, social media.
Non-Formal Education as a Tool for Developing Media Literacy and Critical Thinking in Con-temporary Media Culture: The Ukrainian Context
The purpose of the article is to provide a comprehensive analysis of contemporary non-formal media education practices in Ukraine, online courses, and digital educational platforms in the context of developing media literacy, critical thinking, and citizens’ information resilience under conditions of hybrid threats, information warfare, disinformation, and the rapid development of generative artificial intelligence. Research methodology. The study applies content analysis of official Ukrainian media education platforms, a comparative method for comparing the formats and thematic areas of online courses, a critical analysis of scientific discourse on media education and media literacy, and an empirical method involving the collection and analysis of primary data through surveys of university students. The methods of generalization and systematization were used to develop a typology of contemporary media education projects and determine their functions within the system of non-formal education. Results. The article analyzes the current state of non-formal media education development in Ukraine and identifies its role in shaping critical thinking, digital culture, and personal information security. The activities of governmental, public, and international institutions in the field of media literacy are examined, including the projects «Filter», «Very Verified», «Media Literacy: Practical Skills», «Media Literacy for Educators», and «Information Hygiene During Wartime». It has been established that contemporary online courses are focused on developing fact-checking skills, information verification, recognition of manipulative techniques, digital security, and understanding social media algorithms. The authors propose a classification of media education projects according to their target audiences and content typology. The main formats of non-formal media education are identified, including MOOCs, edutainment, interactive and gamified projects, and synchronous express initiatives. Considerable attention is paid to the role of game mechanics and interactive simulations in developing resilience to disinformation. The results of the student survey demonstrate a high level of interest in media literacy courses and confirm the positive impact of such training on changing approaches to information consumption. Respondents identified critical thinking, fact-checking, digital security, social media algorithms, and AI-generated content detection as the most practically valuable topics. The novelty of the study lies in the comprehensive analysis of the contemporary ecosystem of non-formal media education in Ukraine under conditions of digital transformation and hybrid information threats. The article systematizes current Ukrainian online media literacy courses, proposes their typology according to format and target audience, and identifies the specifics of using gamification, interactive practices, and digital platforms in developing critical thinking and citizens’ information resilience. The practical significance of the study lies in the possibility of using its results for developing new media literacy courses, improving non-formal education programs, integrating digital tools and gamified methods into the educational process, and creating strategies to counter disinformation and foster critical thinking among different age and social groups. The materials of the article may be useful for educators, trainers, journalists, media experts, researchers in social communications, and organizers of educational projects. Key words: media education, media literacy, critical thinking, non-formal education, digital literacy, disinformation, fact-checking, online courses, information security, artificial intelligence.
Modernization of Professional Training of Future Media Workers during the War (on the Ex-ample of the Activities of the Department of Journalism of the V. I. Vernadskiy TNU)
The purpose of the article is to reveal the features of the professional training of future journalists during the war. Research methods. During the study, scientific views were systematized in accordance with the set goal. The search and bibliographic method was used to describe the theoretical basis; practical mechanisms of journalist training in higher education institutions in the realities of war were analyzed. Results. The article describes the mechanisms and ways of the Department of Journalism of Taurida University, which provides professional training for future media professionals in Ukraine. The full-scale war has necessitated the search for conceptually new approaches to training future media professionals due to blackouts, the presence of students in gray zones or temporarily occupied territories. The implementation of mechanisms, methods and platforms that provide the opportunity to study qualitatively under any conditions has become critically necessary. The key methods of modern approaches are systematized, such as: the use of an asynchronous approach in education for students located in temporarily occupied territories or gray zones; individual study schedules; the use of digital platforms, etc., to prepare future media professionals in wartime conditions. Approaches to studying media literacy as a key factor are considered, platforms and applications that can be used during practical and independent work by higher education students during distance and asynchronous learning are systematized. The key perspectives on existing problems and possible solutions to them (asynchronous communication, project activities, digitalization of education, and emphasis on media literacy and security) are described during the implementation of distance or asynchronous learning, as well as the real possibilities of providing high-quality educational services through the competent use of existing platforms and applications. The novelty of the obtained results lies in the fact that for the first time a comprehensive study of the forced process of transformation of the educational process during a full-scale invasion was carried out using the example of the Department of Journalism, which operates in a higher education institution relocated from Crimea – the Tauria National University named after V. I. Vernadskiy. The practical significance of the results obtained lies in the possibility of increasing the effectiveness of training during the training of future media professionals. Key words: training of journalists, media literacy, full-scale war, information hygiene, multimedia skills.
Interactive Learning Technologies as a Means of Enhancing the Quality of Professional Train-ing of Future Specialists in Document and Information Communications
The purpose. The following methods were employed in the course of the study: the descriptive method (to outline the theoretical foundations of the research); methods of analysis and synthesis, as well as the structural method (to generalize and systematize the obtained data) Research methodology. The research applied a set of general scientific methods, including the descriptive method (to substantiate the theoretical framework of the study), methods of analysis and synthesis, and the structural method (to generalize and systematize the findings). Results. The findings demonstrate the increasing role of interactive learning technologies in the context of the digitalization of the educational environment and ongoing transformational changes in the higher education system. Based on the analyzed sources, it has been established that the use of interactive technologies is an essential tool for all participants in the educational process. In particular, during distance and blended learning, a lack of understanding of how to properly apply teaching methods and use specific applications and software prevents the effective functioning of the full communication chain between ‘teacher–student’ and ‘student–student’. It has been established that the implementation of interactive learning methods contributes to the activation of students’ cognitive activity, the enhancement of academic motivation, the development of logical and analytical thinking, communicative competence, and the ability to make independent, evidence-based professional decisions. Furthermore, such methods facilitate the formation of teamwork skills, the ability to perform rapid information analysis, and effective adaptation to the conditions of the digital educational environment. It has been empirically demonstrated that the integration of digital and multimedia resources into the teaching of professional disciplines significantly enhances students’ academic engagement and learning motivation. The application of these resources is of particular relevance in the professional training of future specialists in document and information communications, whose professional activity is closely associated with the processing of information flows, the organization of communication processes, and the effective use of digital resources. The prospects for further scientific inquiry into the investigated problem have been identified. Novelty. It is based on the theoretical conceptualization and analysis of the use of interactive learning technologies in the professional training of future specialists in document and information communications, as well as on determining their role in the development of professional competencies in the process of teaching professional disciplines under conditions of educational modernization. Practical meaning. It consists in the utilization of the research findings for updating the content and methodological support of professional disciplines, as well as for the implementation of interactive learning technologies in the educational process, thereby contributing to the enhancement of the effectiveness of professional training of future specialists in document and information communications and to the development of their professional competencies. Key words: interactive technologies, digitalization of education, professional training, document and information communications, analytical thinking.
Drone Journalism as an Innovative Component of Modern Media Education in Ukraine
The aim of the research consists in developing an algorithm for the integration of drone journalism into the educational programs of higher education institutions. Research methodology. Document analysis, systemic-structural analysis of current educational-professional programs and curricula for training specialists in the specialty «Journalism» in Ukrainian and foreign universities were applied. A heuristic method was used based on the analysis of personal pedagogical experience of teaching drone journalism and working with drone piloting schools. Results. On the basis of the developed model for implementing the discipline into media education (based on the technical-operational, security-legal, and ethical-communicational fundamental blocks), an algorithm for the systemic integration of drone journalism into the educational process of higher education institutions was developed. The algorithm includes six consecutive stages: normative-legal audit and conceptualization; infrastructure development and resource provision; educational program design; regulation of security protocols; pilot implementation and approbation of teaching methods; evaluation and quality monitoring. Novelty. An algorithm for the implementation of drone journalism into the educational process of higher education institutions is proposed. The critical importance of maintaining an architectonic balance during the implementation of the algorithm for integrating drone journalism into media education is proven, in order to prevent the deformation of professional competence and the transformation of a journalist into a narrow-profile UAV operator. The practical significance of the research consists in the possibility of using the obtained results during the development of innovative courses on drone journalism in higher education institutions, protocols of psychological resilience of students during work with traumatic visual material. Key words: drone journalism, media education, unmanned aerial vehicles, educational innovations, training of media specialists.
Training of Journalists for Professional Practice in Arts Television
The study aims to demonstrate the importance of fostering creative perception among students in higher education as part of journalism training, as a foundation for their future professional practice in arts television. Research methodology. The research employs analysis and synthesis to examine academic literature, curricula, educational and professional programs, and higher education standards. The generalization method was applied to formulate conclusions regarding journalists’ competencies. Results. The study identifies current and required reforms in the educational process of higher education institutions in the «Journalism» specialty. It highlights the digitalisation of the media landscape and the importance of digital and visual media literacy. The impact of the Russian-Ukrainian war on the adaptability of the educational process is also identified. The findings emphasise the interdisciplinary nature of journalism training for arts television, driven by the diversity of knowledge and competencies provided by different specialties, namely «Journalism» and «Audiovisual Arts and Production». Novelty. The novelty of the study lies in the analysis of journalist training for professional practice in arts television and in the integration of relevant knowledge, skills, and competencies into the educational process. Practical significance. The proposed recommendations can be applied to improve educational and professional programs for training of journalists for professional practice in arts television. The findings may be used to develop instructional materials. For students, the results can support the development of individual professional pathways and enhance their understanding of soft and hard skills, thereby increasing their competitiveness in the labour market. Key words: education and training, journalist, competencies, professional realization, arts television, digitalization.
Language Strategies of Hostility in Media Discourse: Linguopragmatic and Cognitive Dimensions
The purpose of the article is to identify, systematize and interpret the linguistic strategies of constructing hostility in contemporary media discourse, taking into account their linguopragmatic functions and cognitive mechanisms of influence, as well as to refine the typology based on materials from the Ukrainian and Russian media space of 2022–2026 in the context of the information war. Research methodology. The methodological basis comprises the principles of critical discourse analysis, linguopragmatics and cognitive linguistics. The following methods were applied: critical discourse analysis (to identify strategies of constructing hostility), linguopragmatic analysis (to determine the types of speech acts), frame analysis (to reconstruct cognitive models), and content analysis (for quantitative verification of results). The results. Five core strategies of constructing hostility were identified (dehumanization, demonization, stigmatization, exclusion of the «Other», and escalation of fear); their linguistic markers and cognitive mechanisms of realization were determined. It is established that the effectiveness of the strategies is ensured by three interrelated cognitive mechanisms – framing, conceptual metaphor and stereotyping – which form a cognitive triad operating primarily at the level of unconscious perception. The novelty of the obtained results lies in the development of an integrative model for the analysis of hate speech that combines linguopragmatic and cognitive approaches, as well as in the refinement of the typology of linguistic strategies of its construction based on materials from the Ukrainian media discourse during the full-scale Russian-Ukrainian war. Practical significance. The results may be used in the field of media literacy, journalism education, the development of editorial standards and automated systems for detecting toxic content. Key words: hate speech, media discourse, discursive strategies, framing, conceptual metaphor, stereotype, cognitive linguistics, information warfare.
Transformation of the Publishing Complex Management of the National Academy of Sciences during Independence
The purpose of the study is to conduct a comprehensive analysis of the transformational processes within the management system of the publishing complex of the National Academy of Sciences of Ukraine (NASU) during the period of independence, and to identify the fundamental causes of the management crisis that led to the liquidation of the flagship academic publishing house «Naukova Dumka» amidst the transition to a market economy and rapid digitalization. The methodological basis of the study is the comprehensive application of general scientific and specific research methods. It includes the historical and chronological method to trace the evolution of the NASU publishing sector from 1922 to the present, systemic-structural analysis to examine institutional interactions between the Presidium, the Scientific-Publishing Council, and publishing houses, as well as the method of critical document analysis for evaluating regulatory acts and enterprise charters. Research results. The transition of academic book publishing from a command-administrative to a market-oriented management model was investigated. It was established that the key factor in the loss of competitiveness of «Naukova Dumka» was its management's short-sighted refusal to create a modern printing base, in contrast to the Publishing House «Akademperiodyka». The study analyzes the negative impact of chronic state underfunding, lack of commercial strategies, weak product diversification, and neglect of digital marketing. Furthermore, it reveals that the extreme conditions of the COVID-19 pandemic and the full-scale invasion critically exacerbated existing managerial dysfunctions. This culminated in the NASU Presidium's decision on October 2, 2024, to liquidate the enterprise while strategically transferring its fundamental projects to «Akademperiodyka». The novelty of the study lies in the systematic generalization of the historical experience of managing the NASU publishing complex through the prism of modern crisis management, as well as in the first comprehensive scientific assessment of the objective and subjective factors that led to the unprecedented liquidation of the oldest academic publishing house in Ukraine in 2024. The practical significance lies in the possibility of using the formulated conclusions to optimize management processes within the scientific publishing sector, develop effective anti-crisis strategies for state-owned publishing houses, and implement modern digital marketing tools. The research provides a factual foundation for adapting conservative scientific institutions to a highly competitive information environment. Key words: publishing management, «Naukova Dumka» publishing house, publishing complex, transformational processes, management system, scientific book publishing, National Academy of Sciences of Ukraine.
«Where the Red Path of Ukrainian Publishing Houses Leads»: The Journal Nova Knyha («The New Book») on the Publishing Realities of the Mid-1920s
The purpose of the study is to demonstrate, on the basis of materials published in the journal Nova Knyha («New Book»), the formation of the Ukrainian publishing market in the mid-1920s as a reflection of governmental directives and readers’ demands under the influence of the political, social, and cultural processes that unfolded during the early period of the policy of korenizatsiia (indigenization/Ukrainization). The methodological framework of the study is grounded in the principles of comprehensiveness, historicism, and objectivity. To address the research objectives, the study employs general historical and comparative methods, as well as content analysis. An interdisciplinary approach combining the fields of press studies and book publishing studies has also been applied. Results. The study introduces into scholarly circulation valuable information about the publishing movement in Ukraine in the mid-1920s and its participants. Based on the publications of Nova Knyha, it is demonstrated that the publishing industry of that period was directly and actively involved in the development of education, science, and the national economy. Scientific novelty. A contemporary reinterpretation of the publications featured in the journal – devoted to the activities of publishing houses, libraries, writers’ and scholarly organizations, issues of publishing culture, theoretical bibliology, the promotion of reading, and related topics – reveals forgotten and half-forgotten names (writers, scholars, and political figures repressed by the totalitarian regime shortly after the closure of Nova Knyha) and makes it possible to reconsider the cultural life of the country during the initial stage of implementing the policy of korenizatsiia/Ukrainization. Practical significance. The results of the study may be used in teaching the course «History of Publishing and Journalism» and may also serve as a source of information on valuable publishing practices that remain relevant today. The experience of Nova Knyha may serve as a kind of impetus for the creation of a modern publication intended for professional communication between theorists and practitioners in the publishing industry. Key words: Nova knyha journal, policy of indigenization/Ukrainization, publishing movement, publishing houses, libraries, book trade, publishing statistics, reviews, revues, market relations.
Intellectual Property Issues in illustration of Printed Publications
The aim of the article is to consider aspects of the use of intellectual property rights in the process of illustrating printed publications. The object of the study is complex and includes: firstly, the personal non-property rights of the author of the text, secondly, the rights of the author of a work of fine art, thirdly, the norms of industrial property law (patent law), if the illustration is a component of a trademark (a sign for a product or service) or an industrial design. The subject of the study is the issue of a practical solution to ensuring intellectual property rights in the process of illustrating printed publications. Research methodology. Of the general scientific methods, the deductive method was used when working with literature. The comparative method was also used, and the text analysis of regulatory documents was analyzed. While not all issues have a clear legal assessment, elements of a conceptual methodology can be found in the work. Results. The article considers the issues of compliance with intellectual property rights by publishers when illustrating printed publications. It is emphasized that it is mainly about copyright. The regulatory and legal framework of the relations arising between the copyright holder of a work that serves as an illustration for a printed publication and the publisher is analyzed. The specifics of such a work of fine art as a photograph when used as an object of intellectual property are traced. Attention is also paid to such specific rights of the author of the work as the right of access, the right of reproduction and the right to purchase the works. In addition to the publication of books, brochures, leaflets of an informative nature, educational and advertising publications are also mentioned, in which illustration plays a particularly important role. In this regard, the issue of free use of works arises, provided for by Ukrainian legislation, but complicated by the need to synchronize domestic norms with the rules of the European Union. Therefore, the role of agreements on the creation and use of copyright objects is increasing. Novelty. The regulatory and legal framework for ensuring intellectual property rights, which has practical significance in the process of illustration, is characterized. The issue of practical solutions to ensure copyright, both in the material and non-material dimensions when illustrating printed publications, has been identified. Disputable points have been found that require clarification in the practical implementation of this right. Practical significance. The study can be used both to develop recommendations for publishers to avoid infringement of intellectual property rights when illustrating printed publications, and for further research in this direction. Key words: intellectual property, copyright, illustration, author, photography, work of fine art.