Scientific Notes of the Institute of Journalism
"Scientific Notes of the Institute of Journalism" is a peer-reviewed open access periodical scientific journal. This website is a "ongoing integrated resource", a version of the printed edition, which has its own ISSN 2786-8532 The printed edition has ISSN 2522-1272 DOI https://doi.org/10.17721/2522-1272 https://nz.knu.ua/index Print media identifier in the register of media entities: R30-02570 (Decision of the National Сouncil of Television and Radio Broadcasting of Ukraine № 120 dated 18.01.2024) The journal is included in the list of scientific subject area journals of Ukraine (category B) in the subject area 061 Journalism, Social Communications (order of the Ministry of Education and Culture № 1471 dated 26.11.2020). Year of foundation: 2000 Publication languages: Ukrainian, English Periodicity: twice a year. Release schedule Founder and Publisher: Taras Shevchenko National University of Kyiv Legal address: 60, Volodymyrska Str., Kyiv, Ukraine, 01033 Postal address: 64/13, Volodymyrska Str., Kyiv, Ukraine, 01601
Київський національний університет імені Тараса Шевченка
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Human rights journalism in Ukraine: the path from human rights activism to differentiated practice
The issues of the formation of human rights journalism in Ukraine are poorly researched. The Code of Ethics of a Ukrainian journalist requires maximum attention to the observance of human rights at a time when journalistic materials about human rights often appear in the information space. Since 2011, the journalistic community has been actively discussing the need for special media topics, tools, and tactics, which were later defined as human rights or advocacy journalism practice. The purpose of scientific research is to identify the stages of the formation of human rights journalism in Ukraine, to typify the components and boundaries of the subject definition. Conclusions. Human rights journalism in Ukraine has gone from journalistic activism in human rights to a complex differentiated practice. The forms of this practice (advocacy, social and human rights journalism, and journalism of human rights) are not autonomous, they interact, and complement each other. The indicated construction of human rights journalism based on the unique Ukrainian experience of confronting discrimination, systemic human rights violations and Russian aggression can become a reliable tool for protecting democracy in other countries of the world.
human rights journalism, advocacy journalism, social and human rights journalism, journalism of human rights
Copyright (c) 2026 Костянтин Шендеровський, Олександр Чекмишев (Автор) https://creativecommons.org/licenses/by/4.0
Information practices for covering inclusive processes in Ukrainian reality
The purpose of scientific research is to identify the main types of information practices for covering inclusive processes in Ukrainian reality. The paradigms of views on the development of new, more effective concepts “for all” (i.e. inclusive concepts) are analyzed. Attention is paid to solving the methodological dilemma regarding the study of information and communication practices for covering inclusive processes in the concepts of space, time, social problems, and the implementation of human rights. The information problem of the ability / inability of journalists / media organizations to lead or accompany public discussion, systemic inclusive processes for them to acquire the meaning of a powerful public interest, an indicator of national identity and the subject of the communication strategy for the post-war reconstruction of Ukraine is outlined. Using the example of the application of social and human rights methodology and the historical-deductive method, eleven long-term types of information practices were identified in different periods from 2003 to 2025. A definition of the Ukrainian experience of covering inclusive processes was formed as multi-vector, unique, but not complex, not systemic and not strategic. The frames of covering inclusive processes were determined according to qualitative indicators of impact on the audience. Conclusions were formulated regarding the further evolutionary development of information practices covering inclusive processes in Ukraine.
inclusive processes, social and human rights methodology, information practice of covering inclusion, frames of covering inclusive processes
Copyright (c) 2025 Костянтин Шендеровський (Автор) https://creativecommons.org/licenses/by/4.0
Allusion as a Strategy of Audience Influence: the Manipulative Potential of Media Narrative in the Film “Superman”
In a sociocommunicative environment, social media often contributes to the polarization of public opinion and the creation of information bubbles, limiting the spread of factual information. In contrast, artistic media–particularly blockbuster films–can reach broad and diverse audiences regardless of their age, education, or political stance. The film industry is thus capable of promoting specific narratives to the masses, often subtly shaping public discourse. This article examines the manipulative potential of allusion as a narrative technique in feature films, using Superman(2025) as a case study. Allusion is defined here as a stylistic reference to well-known historical, cultural, or political phenomena, enabling the creation of additional layers of meaning without overt exposition. Such references may function as instruments of covert emotional and ideological influence, even within fictional storylines. The study aims to identify how allusions contribute to emotional engagement and enhance ideological framing in film narratives. The methodology integrates content analysis, critical discourse analysis, and elements of cognitive linguistics to interpret allusive codes and their function within the film’s structure. Special focus is given to references involving immigration, war, digital surveillance, xenophobia, and journalism, which are conveyed through intertextuality, symbolism, and visual metaphor. The findings suggest that allusions can strengthen emotional resonance and reinforce desired social or political positions. Even when viewers recognize the content as fictional, familiar allusions evoke trust and cognitive alignment. The article concludes by emphasizing the need for critical awareness of allusion as a potential tool of manipulation in contemporary media discourse.
allusion, manipulation, feature films, influence, superman, media
Copyright (c) 2025 Yaryna Fostiak (Author) https://creativecommons.org/licenses/by/4.0
Theoretical Foundations for Researching Digital Transformation in External Corporate Communications
The object of this study is the digital transformation of external corporate communications – a process that reshapes the ways organizations interact with stakeholders and build trust in the digital age. The relevance of the topic lies in the fact that digital tools open new channels of interaction but simultaneously require a rethinking of theoretical foundations, an assessment of digital maturity, and the development of integrated models for strategic communication management, especially under conditions of rapid socio-technological change. The purpose of the study is to synthesize classical and modern approaches in the field of communications and, on this basis, to develop a model that helps with the assessment of digital maturity and the visualization of interdisciplinary connections in transformation processes. The research methods include the analysis and synthesis of scientific sources, a comparative approach to juxtaposing classical and modern frameworks, as well as modeling and abstraction to construct conceptual frameworks. The main findings are the formulation of two models of digital transformation in external communications. The first is the External Corporate Communication Maturity Model (ECCMM), a five-level maturity model that describes the gradual progression from basic to innovative practices. The second is the TOC model (Technical, Organizational, Communicational), which explains the interplay of technological, organizational, and communicative factors and proposes a set of indicators for future empirical testing. The proposed approaches provide a foundation both for standardizing academic research on digital transformation and for practically assessing the digital maturity of corporate communications in diverse contexts, including the Ukrainian one
Digital transformation, corporate communications, digital maturity, CommTech, strategic communications
Copyright (c) 2025 Данило Крюков (Автор) https://creativecommons.org/licenses/by/4.0
Euro-Atlantic Standards of Strategic Communications: Theoretical Foundations and Journalistic Approaches to Interpretation
The purpose of the article is to clarify the Euro-Atlantic standards of strategic communications and to identify journalistic interpretative models within this process. The study is based on a combination of theoretical and methodological approaches to strategic communications and practical models of journalistic interpretation, such as rationalist, critical, and narrative, which made it possible to reveal the specifics of Ukraine’s integration into the Euro-Atlantic communication space. The application of content analysis made it possible to single out the key principles of NATO and EU strategic communications–credibility, transparency, institutional coordination, and democratic accountability. The comparative method enabled the juxtaposition of Euro-Atlantic standards with Ukrainian practices and revealed both positive trends (the development of fact-checking, the use of digital platforms, journalism of public diplomacy) and problem areas (institutional fragmentation, dependence of part of the media on political groups). The research systematizes conceptual definitions of strategic communications in the works of Western and Ukrainian authors, as well as in NATO and EU normative documents; identifies the role of journalism as a mediator and legitimizer in the process of strategic communications, with an emphasis on its functions in building trust and ensuring public dialogue; explores the challenges for Ukraine, in particular Russia’s disinformation campaigns, institutional weakness, and the need for harmonization with Euro-Atlantic standards; analyzes the integration of journalistic practices (fact-checking, narrative strategies, digitalization, journalism of public diplomacy) into the sphere of strategic communications; substantiates the effectiveness of the applied methods, which made it possible to consider strategic communications as a multilevel system combining political, media, and societal dimensions. It is concluded that journalism functions not only as a channel for disseminating strategic messages but also as a factor of their interpretation and legitimization in a democratic society.
Euro-Atlantic integration, strategic communications, NATO standards, information policy, media and journalism, interpretation and discourse, communication strategies, democratic values, information security
Copyright (c) 2025 Захар Братина (Автор) https://creativecommons.org/licenses/by/4.0
Strategies of information terrorism in Russian media discourse (2022–2025)
This article examines the phenomenon of information terrorism in Russian media discourse during 2022–2025, focusing on the systematic use of linguistic, visual, and narrative strategies that frame Ukraine as a source of “terrorist threat.” The research integrates theoretical approaches to terrorism discourse (Schmid, Jackson, Bourdieu, Entman) with a corpus-based analysis of Russian state-controlled media. Using event-based keyword sampling and coding in MAXQDA, four dominant strategic frames were identified: delegitimization of Ukrainian political leadership, demonization of the Armed Forces and volunteer battalions, victimization of the Russian population, and heroization of Russian actions. Each strategy was shown to rely on recurring lexical markers (“terrorist regime,” “ukronazis,” “victims of shelling”), visual codes (ruins, wounded civilians, military equipment), and narrative patterns (Ukraine as aggressor, Russia as defender). The study demonstrates how these frames function not in isolation but in interaction, reinforcing a binary worldview where Russia appears as the victim and savior, while Ukraine is constructed as a terrorist state. Quantitative coding revealed dynamic shifts: while early 2022 discourse relied on mobilizing demonization, later stages (2024–2025) emphasized hybrid frames combining victimization and heroization to justify prolonged aggression. The findings contribute to the broader field of media and terrorism studies by conceptualizing “information terrorism” as a communicative practice that stigmatizes opponents, legitimizes violence, and mobilizes domestic and international audiences.
information terrorism, media discourse, strategic framing, delegitimization, demonization, victimization, heroization
Copyright (c) 2025 Леся Городенко, Євген Цимбаленко (Автор) https://creativecommons.org/licenses/by/4.0
Methodology for researching “specific media units”: an interdisciplinary approach and new techniques
The aim of the article is to present a methodological view on the study of specific media units, which are context-dependent elements of media content that perform special, sometimes hidden functions of influencing the audience or are endowed with specific structural functions in a media work. Such units are revealed to the researcher from another, unusual side when interdisciplinary approaches and methods of other sciences are applied to them. Method. This is a review of the methodology for studying specific media units, built on the basis of descriptive-analytical and comparative approaches, with elements of a critical review of the literature. The material was scientific works devoted to methods of analyzing small media structures (jingles, logolines, intro, etc.), in the fields of media studies, semiotics, audiovisual communication and musicology. Results. The following methods for studying specific media units are described: case studies, discourse analysis/semiotic analysis, experimental and quasi-experimental methods, interpretive reconstruction, acoustic analysis, AI-as-participant method, interdisciplinary approach. Conclusions. The analysis of the methodological landscape of studying specific media units generally indicates the interdisciplinary nature of this issue.
specific media units, methodological approach, musical news intros, jingles, functions, media effect
Copyright (c) 2025 Yurii Bondar, Petro Katerynych, Ilia Khomenko (Author) https://creativecommons.org/licenses/by/4.0
Gender Dimensions of Migration in the Ukrainian «Forbes»
The aim of the article is to trace how the Ukrainian edition of Forbes (Forbes Ukraine) covered the gender dimension in materials on migration during 2022–2024, the period of the full‑scale Russian invasion of Ukraine. To achieve this aim, the following tasks were set: to analyze materials devoted to migration; to determine the number of publications in which a gender aspect is present; and to establish the context in which gender issues are reflected in these materials. A set of methods was used to provide a comprehensive analysis of the chosen topic. The literature review method was applied to form the theoretical foundation of the study, in particular to define key concepts of gender studies in the context of migration processes. Monitoring made it possible to identify Forbes Ukraine publications (total n = 21) that dealt with migration. Using content analysis, the number of publications with gendered framing (total n = 4) and the context in which gender issues were presented were determined. It was found that Forbes Ukraine predominantly employs gender‑neutral terminology – “refugees,” “Ukrainian displaced persons,” “migrants,” “Ukrainian migrants,” “internally displaced persons,” “temporarily displaced persons from Ukraine.” Such an approach may lead to insufficient coverage of the specific problems and needs of women migrants, who constitute a substantial share of Ukrainian refugees. Only a few articles explicitly mention “women,” “women with children,” or “men,” indicating a gap in the presentation of the gender dimension of migration. Overall, Forbes Ukraine provides comprehensive and multifaceted coverage of migration issues in the context of the Russo‑Ukrainian war, focusing mainly on economic and social aspects and their impact on Ukrainian society and the international environment
war in Ukraine, Forbes Ukraine, gender aspect, migration
Copyright (c) 2025 Наталія Желіховська, Анастасія Волобуєва (Автор) https://creativecommons.org/licenses/by/4.0
Producer’s Approach in Local Periodical Media Management
Introduction. Local media in Ukraine face unprecedented challenges due to the privatisation of the press, digitalisation, the COVID-19 pandemic and the war, which has led to the closure of many publications. At the same time, digital platforms and community engagement are opening up new opportunities. This study analyses the producer’s approach as a model for management transformation, emphasising the key role of the editor-producer. Methods. The study uses qualitative methods, including analysis of previous publications, reports from local media collected by the Ukrainian Media Business Association (UMBA), and semi-structured expert interviews with managers of local multimedia publications conducted from March to May 2025. The methods of synthesis and comparison were used to articulate the producer’s approach. Results. The study defines the producer’s approach as a five-component model: 1) focus on the needs of the audience and communities through solutions journalism; 2) professionalism and adherence to ethical standards; 3) rational organisation of work processes; 4) team and resource management; 5) flexible financial models. These components respond to challenges such as declining subscriptions, weak monetisation of digital platforms and staff shortages, helping to engage audiences and ensure media sustainability. Discussion. The producer’s approach redefines the role of the editor as a strategic, creative, and entrepreneurial leader who creates value for the community. This approach is consistent with the principles of solutions journalism and uses omnichannel communication to increase trust and influence. Further research will analyse successful cases, omnichannel management and innovative financial models to ensure the sustainability of local media in times of crisis.
Copyright (c) 2025 Олексій Погорелов, Тетяна Крайнікова (Автор) https://creativecommons.org/licenses/by/4.0
Media Representation of LGBTQ+ People in Ukrainian and International Studies: A Systematic Literature Review
This systematic literature review addresses a gap in the comparison of media representations of LGBTQ+ people in Ukrainian and international studies, focusing on common trends, differences, and challenges in theoretical approaches, methodologies, and results. It examines increasing visibility, stereotypes, hate speech, the role of digital technologies, and ethical aspects in shaping societal perceptions of gender and sexual diversity, with an emphasis on cultural, socio-political, and methodological distinctions. The review adheres to PRISMA 2020 guidelines. The scope encompasses peer-reviewed scholarly articles, monographs, dissertations, abstracts of dissertations, and peer-reviewed book chapters. An initial search in Google Scholar, Web of Science, Scopus, and Ukrainian repositories identified 517 publications; after screening titles, abstracts, and full texts, 51 sources were included in the final analysis. The period covered spans from 2013 to July 2025. Key findings indicate that LGBTQ+ visibility in media is rising, yet representations remain often stereotypical and negative, featuring hate speech and inadequate attention to identities such as lesbians, bisexuals, and transgender individuals. International studies utilize queer theory, frame analysis, and critical media theory to highlight societal impacts. In the Ukrainian context, geopolitical influences, limited visibility, and evolving narratives during crises prevail. Comparative analysis reveals geographical and cultural imbalances, underscoring the need for ethical standards to promote inclusivity. Recommendations: strengthen empirical research and ethical practices.
Copyright (c) 2025 Леонід Поліщук (Автор) https://creativecommons.org/licenses/by/4.0
The media image of a war veteran in the regional online discourse: objectivity, bias and journalistic standards
The article analyses the specifics of forming the media image of war veterans in regional online media. The relevance of the study is reinforced by the fact that local media reflect the real context of veterans' lives, and personal stories personify the war. They serve as a source of real, verified narratives capable of countering fake news about veterans. Accordingly, the aim of the study is to identify the thematic and conceptual dynamics and problematic issues of the representation of the media image of veterans of the Russian-Ukrainian war in regional online media through analysis of the specifics of its formation; identifying the narratives that dominate the local information space, and identifying potential risks of disinformation, stigmatisation, and distorted representation of veterans in the context of contemporary information challenges. It has been proven that the issue of the media image of veterans of the Russian-Ukrainian war is understudied in Ukrainian science. In the scientific discourse of EU countries, the issue of the media image of veterans of the Russian-Ukrainian war is also considered rather superficially. In the course of the study, more than 1,000 publications about veterans in five influential online media outlets in Transcarpathia were reviewed. Those that deviate from the norm in some way — with negative connotations, excessive heroisation, and examples of compliance with journalistic standards — were analysed and described in detail. It has been noted that regional media journalists promptly report on opportunities for veterans, events involving them, and social issues, but most of the material on news resources is reprinted from other media, while there are very few original publications and analytical materials on veterans' issues. Approaches to solving the problem of forming an objective media image of war veterans are proposed. A correlation has been established between media coverage of veterans' issues and their support at various levels of society.
media image; regional media; war veterans; journalism standards; stigmatisation
Copyright (c) 2025 Юрій Бідзіля, Наталія Толочко (Автор) https://creativecommons.org/licenses/by/4.0
Application of Artificial Intelligence in Crisis Communication Management: Prospects and Challenges
Purpose: To analyze the opportunities and challenges of implementing artificial intelligence (AI) in crisis communication management. The article combines bibliometric analysis and case analysis of real-life situations to identify thematic dominants and develop practical recommendations. Methodology: The study includes a bibliometric analysis of publications retrieved via Web of Science, utilizing clustering and thematic visualization of topic segments, as well as qualitative analysis of three cases of AI use in crisis communication: (1) a condolence letter generated by ChatGPT, (2) chatbots used for information dissemination during a hurricane, and (3) official WHO chatbots during the COVID-19 pandemic. Results: The findings confirm that research on AI’s role in crisis communication is in its formative stage and thematically fragmented. AI enhances instrumental efficiency such as automated monitoring, rapid message generation, and scalable personalized communication but does not replace the need for "human rhetoric" in empathetic messaging. At the same time, several risks and challenges were identified in using AI-based tools. First, there is a risk of eroding trust if the audience perceives crisis messages as artificial or "inhuman." Second, disclosing the use of AI might undermine the message, especially in situations requiring compassion. The article proposes the VOLT protocol (Verification, Oversight, Localization, Transparency) as a framework for ethical AI use. Issues related to transparency, localization, and oversight were also highlighted in the analysis of academic publications, indicating the relevance of these principles in scholarly discourse. Conclusions: AI should be viewed as a so-called "accelerator" of crisis communication whose effectiveness depends on adherence to principles of responsibility and a clear division of roles between algorithms and humans.
artificial intelligence; crisis communication; branding; large language models; chatbots; ethical communication
Copyright (c) 2025 Сергій Каніщев (Автор) https://creativecommons.org/licenses/by/4.0
Integration of Artificial Intelligence Technologies into the Publishing Industry: The Concept of the "Intelligent Book"
The purpose of this study is to identify the defining features of the “smart book” concept as an innovative product of the contemporary publishing industry that integrates artificial intelligence technologies at all stages of content creation, adaptation, and consumption. The research substantiates the appropriateness of using the term “rozumna knyha” as a localized version of the notion Intelligent Book, emphasizing its applied, adaptive, and interactive nature. The methodology is based on a systematic review of scholarly literature, industry reports, and applied case studies, alongside a comparative analysis of traditional e-books and AI-integrated publishing products to highlight the most effective practices and technological solutions. The findings detail the key functional capabilities of smart books, including personalization, dynamic content adaptation, interactivity, multimedia integration, and real-time feedback. The study also outlines prospective development trajectories (e.g., AR/VR, voice interfaces, enhanced multimedia) and identifies ethical, technical, and financial challenges associated with implementation. It is emphasized that while not all conceptual models are realized in practice, they serve as indicators of possible directions for innovation and inquiry, shaped by technological, cultural, and societal factors. Finally, the article offers practical recommendations for publishers and developers on strategies for integrating intelligent technologies into publishing workflows to create competitive and technologically enriched products. This work makes both theoretical and applied contributions to the understanding of digital transformation in publishing and lays the groundwork for further interdisciplinary and empirical research
Copyright (c) 2025 Олексій Ситник (Автор) https://creativecommons.org/licenses/by/4.0
News Telegram Channels of Western Ukraineas an Alternative Platform in the Hybrid Information Space
In the contemporary information space, news Telegram channels occupy a significant niche. Following Russia’s full-scale invasion of Ukraine, they have become a popular source of information for audiences, reaching millions of readers and successfully competing with traditional mainstream media. This study focuses on the scholarly understanding of the place and role of news Telegram channels in the information environment, ultimately contributing to the comprehension of transformational processes in the media sphere and the challenges faced by traditional journalism. The object of the study is Western Ukrainian news Telegram channels that position themselves as media outlets. The aim of the research is to provide a scientific understanding of the role of news Telegram channels in Ukraine’s modern information space, particularly in the context of media transformations triggered by the full-scale Russian invasion. The research objectives include identifying the specific features of these channels’ information policies, assessing their impact on audiences, and analyzing the challenges they introduce into the information space; comparing their approaches with those of mainstream media; evaluating the extent to which Telegram channels adhere to journalistic values; and outlining the issue of their identification as media entities. The study employs the following methods: monitoring (quarterly sampling throughout 2024), content analysis of Western Ukrainian news Telegram channels; comparative analysis of the information policies of Telegram channels and mainstream media; framework analysis to identify journalistic norms, values, and standards; and qualitative analysis of amateur and counter-hegemonic content. The findings reveal that news Telegram channels actively compete with traditional media by offering prompt and emotionally charged content; they demonstrate flexibility in their approach to journalistic standards, often combining professional and amateur practices; they construct alternative information narratives that may contradict official sources; and they pose challenges for their identification as full-fledged media entities, which collectively necessitate a rethinking of journalism’s normative framework. The study proposes considering these channels as hybrid-type amateur information platforms that complement and adjust the content of traditional media.
news telegram channels, mainstream media, counter-hegemonic content, framework analysis, media standards, hybrid-type amateur information platforms
Copyright (c) 2025 Любов Василик (Автор) https://creativecommons.org/licenses/by/4.0
Media Language: Two Trends of Text Creation
The purpose of the study is to identify and characterize the linguistic and communicative processes that occur in the media and affect the state of the Ukrainian language as a means of communication. For the analysis, 13 online media outlets that ranked highest in the list of quality media and 10 Ukrainian-language news channels in the Telegram messenger with the largest number of subscribers were selected. In the research process, general theoretical methods of analysis and synthesis were applied, on the basis of which the object of research was identified and linguistic and communicative processes stimulated by the mass media were determined; a comparative and contrastive method, which contributed to the presentation of the research results; a method of systematic random sampling of texts in order to select material for the study; a descriptive method, which was used to present the development and results of the analysis. Based on the research, the following conclusions were drawn: 1. It is crucial for the media to be aware of their role in the cultural development of society, in establishing and observing the rules and norms of linguistic and informational communication. 2. Due to the digitalization of society, the processes of intellectualization and axiologization of oral and written speech are being activated. 3. To expand their influence on the audience, mass media form new rules of communication with it, where the communicative component manifests itself in interactive engagement and dominates over the cultural-linguistic component. 4. The language of the mass media reflects the current state of the Ukrainian language and in its usage it goes beyond the literary segment of mass media texts due to the activation of the evaluative (axiological) component – the use of colloquial and obscene vocabulary, which reflects the emotional attitude of the authors of the texts to events. 5. The increasing number of loanwords, mostly Anglicisms, complex words and abbreviations, is undermining the lexical norms of the Ukrainian language at the level of usage, changes its phonetic and graphic "face".
media language, intellectualization of speech, axiologization of speech, neologism
Copyright (c) 2025 Наталія Шумарова, Ірина Мариненко (Автор) https://creativecommons.org/licenses/by/4.0
Review of socio-political and literary-artistic magazines of Ternopil during the period of Ukraine’s independence
A review of public, political, literary, and artistic magazines published in Ternopil during the period of Ukrainian independence has been conducted. The aim is to analyse the editorial and authorial composition, thematic vectors and genre dominants of the magazines Ternopil, Sova, Literary Ternopil and LitTerA. The following methods were used in the research: analysis and synthesis to structure the material, generalisation to formulate conclusions, the chronological method to trace the dynamics of development, and a sociocultural approach that allowed the magazines to be considered as an element of the social and cultural context. The description of the publications includes the title, information about the editorial board, publishers, years and frequency of publication, number of issues, information about the thematic and genre content, authors, etc. As a result of studying selected magazines (Ternopil – 33 issues, Sova – 9, Literary Ternopil – 48, LitTerA – 10), it was found that they became a platform for promoting literature, history and art, and for shaping civic awareness and political culture. The editors of the publications – public and cultural figures Mykhailo Onyskiv, Bohdan Melnychuk, Petro Soroka, and Oleg Smolyak – ensured the conceptuality and high quality of the materials. The magazines published texts of fiction, literary and art criticism, journalistic and publicistic materials, and scientific texts. The genre palette was formed, in particular, by announcements, interviews, reviews, responses, overviews and articles, memoirs, diaries, portraits, etc. The publications were interdisciplinary in nature and performed informational and educational functions, thus becoming an important factor in public communication and the affirmation of national values and identity.
magazine periodicals, regional periodicals, socio-political magazine, literary and art magazine, topics, genres
Copyright (c) 2025 Наталія Дащенко, Оксана Кушнір, Тетяна Решетуха (Автор) https://creativecommons.org/licenses/by/4.0
Mediаlogy as an Interdisciplinary Metatheory:Structure and Concept of Modeling
The main objective of this study is to examine the media as a multilevel communication system encompassing technological, cognitive, socio-cultural, and ethical dimensions of its functioning within the context of digital transformation and evolving modes of information exchange. The relevance of the topic lies in the urgent need for a conceptual understanding of how contemporary media have ceased to operate merely as passive channels of data transmission and have become active constructors of cultural matrices, collective consciousness, and behavioural patterns. This shift necessitates the development of a new metatheoretical framework – mediаlogy – capable of offering an integrated approach to the study of a complex reality in which communication processes emerge at the intersection of humanistic, social, and technological factors. The aim of the research is to formulate an interdisciplinary construction of the metatheory of medialogy, one that systematises contemporary media knowledge and substantiates the significance of concepts such as media literacy, ethical responsibility, and cultural norms in the digital age as essential components for fostering informational resilience and reflective media behaviour. The methodological framework includes theoretical analysis to grasp the multifaceted nature of media; an analytical-synthetic approach combined with systems thinking to elaborate an integrative metatheory; and empirical validation through an expert online survey (CAWI method), designed to identify key evaluations and priorities in the contemporary understanding of media as a social institution. The study concludes that medialogy functions as a metatheoretical paradigm ensuring interdisciplinary coherence across research approaches. It enables the synthesis of empirical data, critical interpretation, and philosophical generalisation, thereby offering a holistic model for understanding and designing the media environment as a space of cultural production, ethical engagement, and cognitive orientation. In this context, media literacy, media ethics, and media culture are not isolated domains but interrelated elements in shaping a responsible public sphere–one that resists manipulative practices, strengthens resilience to informational distortion, and cultivates a renewed humanistic sensibility.
mediаlogy; interdisciplinarity; metatheory; modelling; media; communication; digital technologies; society.
Copyright (c) 2025 Євгенія Кияниця (Автор) https://creativecommons.org/licenses/by/4.0
Trust in Media in Ukraine: Factors and Trends
The research investigates media trust in Ukraine from 2013 to 2025 by combining knowledge from psychology, sociology, political science, and philosophy. The study shows how media trust has transformed because of political developments, war, and technological progress by moving from «disinformation» to «сognitive influence» and artificial intelligence. The research presents its main findings and proposed future study directions, stressing that democratic strength depends on media trust while fighting cognitive manipulation and requiring new digital research approaches.
trust in media, cognitive influence, artificial intelligence, information security, disinformation, trust, media analytics
Copyright (c) 2025 Вадим Колодійчук (Автор) https://creativecommons.org/licenses/by/4.0
Innovations in Media Teaching with Artificial Intelligence
The beginning of the 2020s was marked by the widespread introduction of artificial intelligence in all spheres of social life. This began with the development from the appearance of several platforms in 2021 to the offer of more than a thousand different varieties of them by the end of 2024. Such development led to revolutionary changes in the field of mass media. And this put in a number of the most important tasks a deep renewal of the methods of teaching media disciplines in university courses.The topic of using artificial intelligence in teaching media disciplines is completely new for university pedagogy. The methodological apparatus includes a survey of 160 students, as well as a method of observing students' activities during classes, a method of comparing tasks and results, and a method of studying the degree of scientific elaboration of a certain topic. In November 2024, a methodological seminar was held at the Taras Shevchenko Kyiv National University Educational and Scientific Institute of Journalism at the Department of Advertising and Public Relations, dedicated to some aspects of updating pedagogical activities in the context of using AI. The experience gained as of the end of 2024 showed both the first achievements and the first problems in these processes. All of them should be subject to discussion in the scholar and pedagogical environment of Ukrainian Universities.
artifical intelligence, teaching media classes, mass communication
Copyright (c) 2025 Володимир Владимиров (Автор) https://creativecommons.org/licenses/by/4.0
Prebunking as a Communication Technique for Countering Disinformation: An Analysis of Practices in the United News Telethon
Over the past two years, the discourse surrounding the United News telethon has shifted from exclusively positive to sharply negative. As a result, both practitioners and researchers are now raising the issue of its transformation. Proposed changes include more objective coverage of frontline events, utilising the platform to develop strategic communication between the state and society rather than for propaganda, and diversifying informational and analytical content, among others. This study aims to comprehensively analyse prebunking as an innovative approach to countering Russian propaganda. This involves addressing the following research tasks: (1) to examine the specifics of the prebunking technique and its theoretical foundations; (2) to investigate concrete examples of prebunking implementation within the telethon; and (3) to develop recommendations for optimising the use of prebunking in United News. The findings of this study indicate that prebunking represents a promising tool for enhancing the telethon&#39;s effectiveness in countering Russian disinformation. Regularly applying prebunking will facilitate a shift from defensive to proactive information dissemination, enabling the audience to be better prepared for potential manipulations. Moreover, integrating prebunking within the telethon will strengthen public trust in national media and maintain Ukraine’s information space within a pro-Ukrainian paradigman essential component of the country’s information security.
Copyright (c) 2025 Назарій Малачинський (Автор) https://creativecommons.org/licenses/by/4.0
The role of priming theory in the media effects research paradigm
This article offers a comprehensive conceptual view of media priming as a central mental mechanism within the broader framework of media effects research. The main aim of the study is to explore how priming theory contributes to understanding the cognitive and emotional processes by which media content shapes public opinion, evaluative judgments, and behavioral responses. Methodologically, the study uses a conceptual analysis and theoretical synthesis approach. Drawing on a large body of research in communication science, political psychology, and cognitive science, the article analyzes the mechanisms, dimensions, and applications of cognitive and affective priming. The findings emphasize that media influence often occurs through the subtle activation of preexisting mental associations rather than through overt belief. Cognitive priming processes operate by increasing the availability of specific thoughts or evaluation criteria in memory, whereas affective priming activates emotionally congruent ideas and interpretive frames. The article emphasizes that priming theory is important not only for understanding short-term media effects, but also for tracking the long-term dynamics of media influence. It also highlights the importance of integrating priming theory into future studies of media effects.
Copyright (c) 2025 Юрій Гаврилець, Інна Бєлінська (Автор) https://creativecommons.org/licenses/by/4.0
Ethical narratives of Ukrainian brands in war times (2022-2025)
The object of the study is the ethical narratives of Ukrainian brands used to increase the effectiveness of social communications and intensify the domestic marketing environment, which has changed its configuration in the context of brutal hostile aggression during the Russian-Ukrainian war. The relevance of the article is related to the constant importance of ethical issues in the information environment and significant changes in the ethical paradigms of social communications that emerged and shaped narratives during the Great War and influence public opinion and moods in society. The purpose of the study is to conceptualise the ethical narratives of Ukrainian brands, their transformation, outline the main trends related to this and the threats that may harm the moral state of Ukrainian society. The research methods include a critical review of empirical sources, a comparative analysis of the messages of modern Ukrainian brands, and a content analysis of their ethical narratives based on the study of the specifics of content, methods of interaction with the audience, and the impact on the state and mood of Ukrainian society. The main conclusions are that the ethical narratives of Ukrainian brands during the Russian-Ukrainian war demonstrate a high level of both social responsibility and civic consciousness of domestic business. Public associations, which became active participants in the life of society and business in wartime, spread ethical narratives among patriotic messages that have a worthy impact on society.
ethics; morality; narratives; brand; brand communications; social communications; social responsibility; patriotism; civic dignity.
Copyright (c) 2025 Наталія Грицюта (Автор) https://creativecommons.org/licenses/by/4.0
Model of Crisis Corporate Communications Management Dependingon the Type of Conflict Situation at the Root of the Crisis
The object of the study is crisis corporate communications, a special direction of PR and organizational practice that manages the stakeholdersʼ attitude and the companyʼs reputation during and after a crisis. Relevance of the topic, on the one hand, is associated with the urgent scientific and practical need for algorithmizing of crisis communications and, on the other hand, with the growing value for modern companies of the skills to respond promptly and effectively to various challenges under the pressure of multiple crises. The study aims to analyze the theoretical basis and practical cases (crises of various origins and scales with the participation of McDonaldʼs in Ukraine in 2007–2011). Based on this analysis, we seek to develop a model of crisis corporate communications management that accounts for the causes of the crisis, establishes a sequence of management decisions, and determines the types of reactions to crisis signals depending on the nature of the conflict and the level of coverage of crisis information. Research methods include a critical review of the main concepts, models, and techniques described in the scientific literature, as well as a case study as a descriptive qualitative research method, which is based on the “problem – solution” approach and helps to format each of the analyzed cases based on causes and consequences. The main conclusions indicate that the proposed model provides the understanding of the logic and universal sequence actions during crisis communications and can be the ground for forming crisis response algorithms. The model is based on three matrices. The first helps to link the origin and likely impact of the crisis with the type of organization’s response. The second establishes the sequence of managerial decision-making when choosing a response to crisis signals. The third determines the types of response to crisis signals depending on the type of conflict underlying the crisis and the level of coverage of the public and media with crisis information
Copyright (c) 2025 Дмитро Олтаржевський, Михайло Шуранов (Автор) https://creativecommons.org/licenses/by/4.0
Musical news intros on the radio: a literature review
The purpose of the scientific article is to review scientific sources that address the topic of musical news intros, in particular, the relevance of their research, typology, functions, research methods, as well as other issues related to the topic. Works that have already reviewed the literature on intros are named. The main method of the review is global monitoring of Internet resources on intros using the artificial intelligence tool ChatGPT4o, as well as searching for sources in the electronic catalogs of the M. Maksymovych Scientific Library of Taras Shevchenko National University of Kyiv, the V. I. Vernadsky National Library of Ukraine, using the ScienceDirect, Web of Science databases and other open access electronic resources. The results of the review showed that musical news intros are a highly specialized topic and the literature in the required volume is absent. Most often, intros are considered as an element of background music for radio programs
intros, jingles, station IDs, background music, types, functions, news, radio
Copyright (c) 2025 Арсен Різун (Автор) https://creativecommons.org/licenses/by/4.0
Public Relations and Advertising within the Tools of Communication: A Case Study of Ukrainian Brands
This article investigates advertising and public relations as integral elements of social communications, drawing upon the practical experiences of Ukrainian brands operating amidst wartime conditions, intensive digitalization, and the increasing significance of the ethical dimension in communications. The object of the scientific analysis is the communicative activity of Ukrainian companies that employ PR and advertising as tools for establishing interaction with their target audience. The relevance of the research problem is determined by the need for a deeper understanding of the processes by which brands adapt their communication strategies to contemporary social challenges, as well as the transformation of these strategies from instruments of influence to means of fostering trust, emotional engagement, and social partnership. The aim of the article is to analyze the theoretical foundations of social communications, particularly advertising and PR as their constituents, and to examine the practical experience of Ukrainian companies in utilizing these instruments. To achieve this aim, a complex of scientific methods was applied, including content analysis, case study, discursive analysis, and comparative analysis, which enabled the identification of key communicative dominants, value orientations, and emotional accents in the communications of Ukrainian brands. The findings of the study indicate that modern Ukrainian companies demonstrate a tendency to re-evaluate the role of advertising and PR, prioritizing honesty, transparency, social initiative, and personalized interaction with the audience. The examined cases of brands such as "Silpo", "Monobank", "Rozetka", "Kyivstar", "EVA" and others illustrate the successful implementation of socially oriented communication strategies that integrate emotional, ethical, and technological components. Thus, the research reveals that advertising and PR in the Ukrainian context perform not only an informational but also a social function, contributing to the formation of a qualitatively new level of communication between brands and society
social communications, advertising, public relations, brand strategies, emotional communica-tion, influencers, social responsibility
Copyright (c) 2025 Олена Парубець (Автор) https://creativecommons.org/licenses/by/4.0
The Word in the Social-Communication Discourse of the Bible and Its Connection to Journalism
In human communication since ancient times, the word has played a key role, serving as both a means of creation and peace, and of destruction and war. Current geopolitical events confirm this. In the age of the Internet and social networks, the word has become not only a means of manipulation but also a weapon of mass destruction in information warfare. While philologists and linguists carefully study the word, its spiritual nature remains unexplored. The Bible is an underestimated source that transmits a valuable spiritual Word to society through the centuries. Scientific exploration conducted from the standpoint of a social communication (SC) approach offers a new perspective on the biblical Word and its role in journalism. The objective of this research is to study the phenomenon of the WORD in the Bible, its nature, essence, and properties from the perspective of the SC approach, and its role in journalism. The methodological basis of this study is the social communication (SC) approach, employingsystemic-structural and information analysis. Qualitative and quantitative content analysis were applied, along with induction, deduction, synthesis, and generalization. Philosophical methods were used to clarify the phenomenological properties of the Word. Results. The unique media properties of the Bible, the social value of the Word, and its absolute metaphysical nature have been confirmed. Seven categories of the WORD in biblical discourse have been identified. It has been clarified that the initiator of biblical communication is God the Creator, the Absolute, who conveys to society an existentially important Word directed towards the society for good, with the aim of building harmonious interpersonal and social relationships. This Word is the source of fundamental values, transmitting narratives that reveal the algorithms for a harmonious human life and the functioning of society, and performs a number of socially important functions. Conclusions: The action of the Word aligns with the mission of journalism, and therefore this Word requires deep understanding and practical application within the media sphere. The research results have practical value for both journalistic education and journalistic practice, as well as media communication activities in general, and also open up prospects for further scholarly research
слово, Біблія, цінності, журналістика, медіа, соціальні комунікації, духовна природа
Copyright (c) 2025 Світлана Петренко (Автор) https://creativecommons.org/licenses/by/4.0
Feedback on article «Innovations in Media Teaching with Artificial Intelligence»
This review is submitted as a contribution to the discussion on the pages of the journal of Volodymyr Vladimirov’s article «Innovations in Media Teaching with Artificial Intelligence». The feedback has a recommendatory nature of a draft of a possible article. Expected to participate in the discussion of everyone who is interested in the topic and submitted their proposals to the "Discussions and Discussions" section with a link to the material.
Copyright (c) 2025 Інна Черемних (Автор) https://creativecommons.org/licenses/by/4.0
Deepfake as a Technology in the Field of Social and MassCommunications: Opportunities and Threats
This article analyzes the transformative role of artificial intelligence in journalism, with a particular focus on the challenges and opportunities it presents. Special attention is devoted to the threats that can contaminate the information environment, namely deepfake technologies created using AI resources. Various AI-based methods and technologies are examined, including the use of advanced software for content creation (RunwayML, HeyGen, Deepbrain AI Studios) and for the detection of deepfakes (Deepware, Resemble AI, and InVID & WeVerify), which are becoming increasingly important in contemporary media workflows. The theoretical analysis is complemented by practical examples of the application of deepfake technology in advertising and education as integral components of social communications. A comparative analysis of current deepfake generation and verification systems enables an assessment of their risks, as well as the development of strategies to identify, differentiate, and counteract them in modern journalistic practice. The findings indicate that artificial intelligence and neural networks are becoming prevalent not only for content creation but also for safeguarding its authenticity. However, further research and refinement are required to ensure that these systems meet the standards of journalistic integrity and public trust in media content
artificial intelligence (AI); social communications; media literacy; critical thinking; journalistic ethics; deepfake detection systems; disinformation; propaganda.
Copyright (c) 2025 Тетяна Іванова, Оксана Єфремова, Артур Чулков (Автор) https://creativecommons.org/licenses/by/4.0
Narrative Patterns of Reality Shows on Ukrainian Television (A Case Study of the Project Married at First Sight)
The article emphasizes the similarity of the structure of texts in cinema, literature, and media, which is explained by the archetypal basis that implies the template of their construction. The aim of the paper is to identify universal narrative elements that contribute to the drama of reality TV shows and audience engagement. To achieve this goal, the method of structural and semiotic analysis was used, which allows us to consider reality shows as a text with an archetypal basis, as well as the method of content analysis for a detailed study of the stages of development of events in the show. The central theoretical basis of the study is J. Campbell’s concept of the “monomyth”, according to which the hero’s journey follows a universal pattern. It is emphasized that the scientist identified and studied these recurring schemes in the plots based on the analysis of the myths of the peoples of the world. The popularity of J. Campbell’s book “The Hero with a Thousand Faces” among screenwriters and writers is considered. Particular attention is paid to the scheme of the hero’s journey adapted by C. Vogler, which he adopted from J. Campbell, being a fan of his work. The author notes that the scheme of the hero’s adventure proposed by J. Campbell and adapted by C. Vogler can serve as a universal scheme for writing scripts not only for fiction, film and computer games, but it can also be applied to many reality shows, as demonstrated by the author on the example of the Blind Marriage project (produced by 1+1 Media). The choice of the reality show “Blind Marriage” is explained by the fact that in 2013 in Cannes the project was included in the TOP-5 best formats of the year. In addition, it is the most popular show on one of the leading Ukrainian channels. The project “Blind Marriage” (season 5, episode 1) was analyzed step by step using twelve stages of the hero’s journey (everyday world, call to travel, rejection of the call, meeting with a mentor, overcoming the first threshold, trials and allies and enemies, approaching the hidden cave, the main test, reward (getting a sword), return journey, rebirth, rebirth with an elixir). The study confirmed that the structure of the “monomyth” can be traced in reality TV shows, although some stages may be changed or omitted. The author concludes that the use of classical narrative schemes contributes to the creation of recognizable drama, which increases viewer interest and ensures the success of the reality format.
reality show, monomyth, hero’s journey, archetype, mentor, initiation
Copyright (c) 2025 Елліна Циховська (Автор) https://creativecommons.org/licenses/by/4.0
Conceptualization of Russia’s Strategic Narratives in the Full-Scale Russo-Ukrainian War
Russia’s strategic communication in the 2022’s full-scale invasion of Ukraine has relied on specific strategic narratives as well as features of strategic culture. And while there are several publications on both strategic narratives and strategic culture of Russia, these two compatible concepts are not always integrated for effective strategic communication analysis. And as argued in this study, there is also a lack of more generalized and structured outline of Russia’s strategic narratives. The objective of this research is to provide comprehensive conceptualization of Russia’s strategic narratives in the full-scale Russo-Ukrainian war by bridging strategic narratives with strategic culture concept and by critical synthesis of the existing theoretical knowledge. Firstly, the study provides critical review of the relevant scholarly literature on the Russian strategic narrative/culture in the context of the full-scale war. Consequently, perspectives of strategic narratives and strategic culture are aligned for the purposes of the research. Secondly, relying on a combination of inductive and deductive text analysis with thematic coding, theoretical synthesis is conducted. Findings indicate that Russia’s strategic narratives are divided into the two general categories: “great power” narrative and “external threat, versus West” narrative. Both strategic narratives include three levels of sub-narratives and serve as a base for Russia’s strategic communication in the war.
strategic narratives; strategic culture; strategic communication; framing; Russo-Ukrainian war
Copyright (c) 2025 Гліб Кузьменко (Автор) https://creativecommons.org/licenses/by/4.0