Integrated communications

PROSPECTS OF REGULATING MEDIA RESOURCES ON TELEGRAM: UKRAINIAN EXPERIENCE

Kateryna Horska — 2025-06-29

The article examines the structure of the Ukrainian media landscape on the Telegram platform in the context of a full-scale war and the prospects for its regulation. The study is based on the monitoring of 288 Telegram channels in the News and Media category.

Special attention is paid to regulatory aspects, including the Ukrainian Law "On Media" and a comparison of its instruments with the European Digital Services Act (DSA). The study shows that, although online media is represented on Telegram, most popular Ukrainian Telegram channels have anonymous owners and are not subject to national legislation, creating potential threats in the information space. The study examines various mechanisms for regulating content, including pre-moderation, channel verification, removal of illegal content upon user complaints or requests from government authorities, outright banning from the platform, and preventive measures.

The study shows that in times of war, corporate social media regulation policies are ineffective. Blocking a platform in a particular country is a coercive but unproductive solution in the long run. In the case of Ukraine, the situation is complicated by the fact that a powerful communication infrastructure has already formed around Telegram, and its destruction would mean the loss of an important channel of communication with citizens. The author also stresses the need to regulate AI technologies implemented on digital platforms, including Telegram.

A comprehensive analysis of the Ukrainian segment of Telegram as a media space with unique characteristics that have emerged in the context of the war has enabled us to develop practical recommendations for regulating this platform by Ukrainian and European law.

ANTI-INTELLECTUALISM AS A POPULIST MEDIA STRATEGY IN THE CONTEXT OF RUSSIA’S WAR AGAINST UKRAINE

Nina Zrazhevska — 2025-06-29

This article explores anti-intellectualism as a key media strategy within populist discourse during Russia’s full-scale war against Ukraine. We examine anti-intellectualism not only as a sociocultural phenomenon typical of societies in crisis but also as a deliberate political tool actively employed in the information war to discredit knowledge institutions, erode trust in the scientific community, delegitimize expert knowledge, and undermine independent journalism. Under conditions of hybrid aggression, anti-intellectualism serves as part of broader strategies aimed at manipulating public opinion, polarizing society, dismantling critical thinking, and weakening democratic dialogue. The purpose of the article is to provide a comprehensive analysis of anti-intellectualism as a populist media strategy within the information-psychological dimension of hybrid warfare. The main objectives include identifying common anti-intellectual narratives in media discourse, revealing the technologies used for their dissemination, assessing the impact of these strategies on public consciousness, and comparing the Ukrainian context with global trends in the spread of anti-intellectualism. The methodological framework involves media content analysis, critical discourse analysis, case study examination, and comparative methods, which enable the identification of both local and transnational manifestations of the phenomenon. The analysis focuses on the activities of pseudo-experts, populist politicians, and certain media outlets that promote simplified, emotionally charged messages, thereby constructing an alternative informational reality detached from facts and logical argumentation. Particular attention is given to the wartime use of such strategies to influence public sentiment, foster mistrust in expert knowledge, and weaken social cohesion. The conclusions emphasize that countering anti-intellectualism should become a key component of information security policy, which includes advancing scientific communication, supporting high-quality journalism, promoting media literacy, and strengthening critical thinking within society.

FRANCE’S INTERNATIONAL BROADCASTING SYSTEM: FROM COLONIALISM TO FRANCOPHONIE

Vitaliy Tereshchuk — 2025-06-29

The article characterizes international broadcasting as a foreign policy instrument of the French Republic and its transformation in a geopolitical context. The relevance of this vector is determined, firstly, by the fact that the state international media of France practically did not participate in the dissemination of propaganda in the period between the World Wars, during the Second World War and the Cold War, which distinguishes French international broadcasting from similar services in Western countries, and, secondly, by the focus of the French international broadcasting system on the promotion of French culture and language, which makes the study of relevant experience useful for Ukraine. The purpose of the study is to identify the main stages of the evolution of French foreign broadcasting as a foreign policy instrument and its structure. To achieve this goal, the tasks of identifying the stages of the formation and development of the foreign broadcasting system of the French Republic and clarifying the current imperatives of this broadcasting were implemented. It was found that having been founded as a colonial broadcasting service, under the pressure of circumstances in its first decade, it turned into an international service. The modern system began to take shape in the mid-1970s and today includes the radio broadcasting service Radio France Internationale (RFI), a separate radio service, Monte Carlo Doualiya, for the countries of the Arab region, and the France 24 television channel network. The activities of all these media are coordinated by the state-holding France Médias Monde. The global network of French-language television channels, TV5 Monde, can also be considered part of France’s international broadcasting system. The imperatives of international broadcasting of the French Republic today are the influence on the countries, former French colonies, and the support of French culture and language (foreign broadcasting as one of the instruments of Francophonie policy), which is enshrined in the relevant regulatory documents.

COMMUNICATION STRATEGIES AND TACTICS IN CRISIS SITUATIONS

Olena Danylina — 2025-06-29

A comprehensive review of Ukrainian and international literature on the transformation of the crisis environment and the media’s role in covering it deepens our understanding of the multilevel nature of contemporary crises, from global economic shocks to local reputational disruptions. Drawing on content analysis of emblematic cases (COVID-19, the Suez Canal blockage, Russian propaganda campaigns, etc.) and synthesising the ideas of K. Schwab, J. Séguéla, M. Pavlovsky, P. Kukhta, and others, the study outlines key drivers of information turbulence that weaken traditional hierarchical communication models. Methods of analysis and synthesis were applied to systematise crisis classifications by scale, subject matter, causes, and structural features; a diachronic review traced the evolution of media strategies from post-crisis reporting to proactive, real-time networked responses. The case-study analysis identified three overarching tactics of media behaviour: operational–informational (rapid dissemination of verified facts), analytical–interpretative (contextual explanation of cause-and-effect links), and mobilisation-oriented (stimulating collective action). Their optimal mix depends on crisis dynamics, while maximum effectiveness requires transparent sourcing, coordination with official bodies, and algorithmic content monitoring. The study generalises that the digital revolution imposes new demands on editorial practice: integrating social platforms as primary information channels, accelerating fact-checking cycles, and engaging audiences in participatory verification. It concludes that a hybrid crisis-communication model—combining the ethical foundations of traditional journalism with instantaneous digital interaction — can reduce information risks and reinforce public trust throughout all phases of the crisis cycle. Further research is needed to typologise tools for countering disinformation in today’s multi-channel media ecosystem.

MODELING THE BEHAVIOR OF ENTERTAINMENT CONTENT CONSUMERS TAKING INTO ACCOUNT DIGITAL TECHNOLOGIES

Olga Zyma — 2025-06-29

This article is dedicated to the study of the peculiarities of entertainment content consumption by young people in Ukraine in the context of digital transformation and the development of new information and communication technologies. The relevance of the topic is determined by the growing role of social networks, streaming services, and user-generated content platforms, which are increasingly replacing traditional media distribution channels such as television and print publications. The research aims to model the behavior of young people as consumers of entertainment content, taking into account digital technologies to improve the psychological well-being of youth and enhance the quality of media products.

Based on recent studies from Gradus Research, the Digital Global Overview Report, and other sources, the shift in media consumption patterns among the youth audience towards entertainment and visual content is demonstrated.

Young users aged 18-30 years (Generation Z and younger Millennials), who are the most active group on the internet and social media, highlight the following motivations for consuming content: escapism, the need for emotional relief, socialization, and the desire for self-expression. Particular attention is given to the influence of psychological states on content preferences: in a stressful state, there is a preference for humorous, light, or short video content, while in a state of emotional elevation, consumers favor active, dynamic videos (such as sports shows, music videos, etc.).

The article develops a flowchart of the decision-making process regarding content consumption, covering motivation, algorithmic or manual search, evaluation of content characteristics, alignment with expectations, and the final decision – whether to watch or reject the content. The process considers various factors influencing the choice of entertainment content, emphasizing the need for content adaptation to the individual needs of consumers.

Thus, the article presents a systematic approach to understanding youth consumption of entertainment content, considering socio-cultural transformations, technological trends, and psychological aspects of behavior. The material presented is important for professionals in media analytics, digital marketing, sociology, psychology, and anyone involved in creating and promoting content for a young audience.

COMMUNICATION OPPORTUNITIES OF MODERNISM IN THE SYSTEM OF MASS COMMUNICATION IN THE SYRIAN ARAB REPUBLIC. PART TWO

Oksana Kosiuk — 2025-06-29

The second part of the research continues the study of current problems of modern Syrian painting as a means of communication with the help of the goal was set to explore the visual arts of modern Syria as a means and method of communication with the help of structuralism (distinguishing the directions, methods and styles of modernism), semiotic and content analyzes (identifying symbolic units of communication), comparison (studying the process and experiences), modeling (defining the features of movements, directions and styles), etc.

The expressionist, futuristic, and surreal factors of the production of modern civilization are under consideration.

In the context of cultural research done by T. Hundorova, S. Pavlychko, M. Moklytsia, it was found out that expressionism brings painting closer to journalism due to the incitement of emotions, futurism actually presents art as mass communication, and surrealism testifies to the expressive potentials of the subconscious and the inner world of the producer and the recipient, who were caught in the vortex of geopolitical catastrophes.

It has been proven that in the situation of total censorship, which makes presentation by means of verbality impossible, fine art undertakes the mission of publicizing facts, conveying the truth, and finding new ways of communication.

It describes how painting in the form of paintings, murals, caricatures, and posters publicizes the terrible state of the Syrian Arab Republic (SAR), which has turned from the cradle of the oldest civilizations into a ruin over the last decade. Even when the engaged media are misleading, culture is not silent. However, "picking up the keys" for reading and perceiving its information is rather challenging.

It was found that allegory, as a rule, manifests itself when certain meanings are consciously (rationally) added to the structure of the picture (such stereotypical codification tends to posterity and caricature), the symbol is introduced intuitively (however, it mostly already exists in religious canons), the metaphor is formed paradoxically (in the form of a consistent logic of fastidious associations, reminiscent of a dream or delusion). The level of interpretation depends on the morphological and syntactic parameters of the etymon: the author demonstrates his worldview and the uniqueness of their style; the audience reads the images available to them. In the end, it was determined that the most difficult thing to work with is surrealistic images. However, they are ideologically marked in the Syrian semiosphere. So this highly artistic modern art is relatively readable.

COMMUNICATIVE TOOLS FOR COUNTERING MISINFORMATION

Vladyslav Voichuk — 2025-06-29

In the modern world, where information circulates at an unprecedented speed due to digital technologies, the issue of misinformation has gained particular significance. Misinformation, often referred to as disinformation or fake news, poses a threat to public trust, stability, and security. It affects the perception of reality, manipulates public opinion, and can provoke social or political crises. The article explores the essence of communicative tools used to counter this phenomenon, their purpose, tasks, and effectiveness in the digital era. Misinformation is characterized by deliberate distortion of facts, rapid dissemination through mass channels, emotional intensity that amplifies its impact, and broad audience reach. Key tools to combat it include fact-checking, enhancing media literacy, ensuring source transparency, collaborating with technological platforms, and conducting informational and educational campaigns. The primary goal of these tools is to protect the information space from manipulation and ensure citizens’ access to reliable data. In Ukraine, the problem of misinformation is particularly acute due to ongoing hybrid warfare, economic difficulties, and insufficient levels of critical thinking among the population. At the same time, digital technologies such as data analysis algorithms or artificial intelligence offer new opportunities to combat fakes. However, they are accompanied by risks related to ethical concerns and potential restrictions on freedom of speech.

Therefore, combating disinformation is a complex task that requires a comprehensive approach and coordinated efforts at different levels. Communication tools such as fact-checking, media literacy, source transparency, cooperation with technology platforms, and educational campaigns can protect society from manipulation if applied systematically and consistently.

THE CONCEPT OF DECOLONIZATION AND PROSPECTS FOR THE DEVELOPMENT OF THE NATIONAL MEDIA SPACE

Yevhen Lukianov — 2025-06-29

One of the challenges of Russian aggression is reasonably considered to be the invasion and attempts to control the Ukrainian media space. The information influence of the aggressor state is aimed, in particular, at the liquidation of Ukrainian statehood and the destruction of Ukrainian identity. One of the means of countering such a destructive influence is considered to be the decolonization of the national media as a means of removing narratives, markers, or symbols of Russian and Soviet imperial policy from the Ukrainian public space.

The purpose of the presented work is to meaningfully define the concept of decolonization in the context of the development of the national media space. The implementation of the corresponding research goal is ensured by solving the following tasks: 1) the content of the concepts of "colonization," "decolonization," and "media space" is outlined; 2) an understanding of the concept of decolonization as a factor in the development of the national media space is formulated.

In the proposed work, the method of information retrieval was used to select scientific materials that examined various aspects of such phenomena as colonization and decolonization. The phenomenon of media space was studied using the descriptive method and the method of problem analysis. The involvement of general theoretical and analytical methods was carried out to formulate the author's understanding of the concept of decolonization as a factor in the development of the national media space.

Based on the results of the study, the author emphasizes that colonization has social, economic, political, and cultural aspects. At the same time, the imposition of cultural and economic standards and approaches poses the greatest danger. A practical means of imposing such standards and approaches is the media space, which, being saturated with colonial narratives and values, transforms human consciousness and destroys self-identification.

Based on the above, the state information policy of Ukraine should be based, inter alia, on the concept of decolonization in the context of the development of the national media space.

FUNCTIONAL CHARACTERISTICS OF LINGUISTIC AND STYLISTIC MEANS OF EMOTIONAL IMPACT IN POLITICAL DISCOURSE

Yuliia Ovchar — 2025-06-29

The study is devoted to a comprehensive analysis of the functional characteristics of linguistic and stylistic means of emotional influence that function in the modern political discourse of the information space, forming political narratives to achieve emotional influence on the audience. The relevance of the study is accompanied by modern communication theory, which allows for a deep analysis of the influence of the media on human consciousness and the characteristics of the functional features of linguistic and stylistic means of emotional influence in political discourse. The purpose of the study is to analyze the functional characteristics of linguistic and stylistic means used for emotional influence in political discourse and to determine their role in the formation of public opinion and political behavior. The task of the study is to describe the functional features of the identified linguistic and stylistic means and to determine the contextual factors that determine the effectiveness of the use of various linguistic and stylistic means of emotional influence in political discourse. The study used the following research methods: analysis of scientific literature, content analysis, discourse analysis, and comparative analysis.

The globalization of society in the 21st century and the increasing complexity of communication ties have made the issue of the influence of media on humans relevant. In the context of socio-economic and political shifts that break many familiar life stereotypes, the effect of the impact of the mass media on the audience is undesirable.

The study contains a comprehensive and systematic approach to the functional characteristics of linguistic and stylistic means of emotional influence in political discourse, since in the context of the growing role of information technologies and media in political life and understanding the mechanisms of emotional influence allows us to critically evaluate political narratives, identify manipulative strategies and promote the development of media literacy in society. The analysis of these means in the context of modern political processes in Ukraine and the world is especially important.

FOREIGN DISCOURSE AS A TOOL OF STATE STRATEGIC COMMUNICATION: CONCEPTUAL FOUNDATION

Maryna Skazhennyk — 2025-06-29

An in-depth analysis of international broadcasting as one of the primary instruments of state strategic communications in the context of global digitalization and information warfare is conducted in the article. International broadcasting is considered not only as a channel for conveying the official position of the state but also as an active mechanism for shaping the international information agenda, influencing public opinion, and promoting national interests. The study examines the impact of digital platforms, algorithmic systems, and social networks on the transformation of international broadcasting strategies, emphasizing the features of content personalization and the importance of emotional responses in information campaigns.

The article highlights the phenomenon of information warfare, outlining the mechanisms of spreading fake news, manipulating public opinion, and employing strategies of propaganda and counter-propaganda under hybrid threat conditions. Case studies of the use of international broadcasting by states such as the United Kingdom, the United States, Qatar, Russia, and China are analyzed, focusing on their strategic media influence practices. Regional challenges in the field of information security are separately considered through the examples of Poland, Moldova, and Belarus.

The manuscript emphasizes the necessity of developing unified communicative narratives that align with both the internal information policy of the state and the expectations of international audiences. International broadcasting is defined as a fundamental instrument of soft power in building trust and mutual understanding on the international stage. The article underscores the importance of adapting international broadcasting strategies to the realities of the digital media ecosystem and the growing role of information security in state communication.

IMPERIAL NARRATIVES AS A TOOL OF AGGRESSION IN THE RF PRESS

Yuriy Kolisnyk — 2025-06-29

This article provides a comprehensive analysis of the Russian imperial discourse in contemporary Russian media, based on materials from the «Literaturnaya Gazeta». Particular attention is paid to the ideological constructs used to justify the geopolitical ambitions of the Russian Federation, legitimise its aggressive foreign policy, and construct a hostile image of Ukraine.

The main objective of the study is to identify the key strategies of public opinion manipulation, ideological influence on the audience, and to compare modern propaganda techniques with Soviet-era media practices. The methodology of the research involves discourse analysis, historical analysis, comparative analysis, and sociological examination of the press.

The findings confirm that «Literaturnaya Gazeta» continues the traditions of Soviet propaganda, adapting them to the modern information space. The study reveals that the core themes of Russian imperial discourse include the mythologisation of history, the dichotomy of "us" versus "them", the justification of war crimes, and the delegitimisation of Ukrainian statehood. The publication extensively employs manipulative techniques such as historical falsifications, pseudo-scientific theories, linguistic aggression, and the cultivation of hatred.

The results of the analysis indicate that an intensification of aggressive rhetoric characterises contemporary Russian media discourse, the use of disinformation tactics, and the proliferation of neo-imperial myths, all of which contribute to the escalation of information warfare. The study substantiates the conclusions regarding the necessity of developing effective mechanisms to counter Russian imperial information influence. Specifically, the paper proposes the creation of a national information strategy, which should include the establishment of analytical centres, the promotion of media literacy among citizens, and the expansion of international cooperation in the field of information security.

The significance of this study lies in its emphasis on the need for critical evaluation of media narratives and the improvement of strategies to combat information aggression. The author also highlights the necessity of enhancing state policies in the realm of information security, which is crucial for protecting national information sovereignty. The findings of this research can serve as a foundation for further studies on Russian imperial propaganda and its impact on the global information environment.

AXIOLOGICAL CULTURE AND VALUE INTELLIGENCE: SIGNIFICANCE AND PERSPECTIVES FOR CRISIS JOURNALISM

Andrii Matviіchuk — 2025-06-29

The problems and challenges faced by Ukrainian journalism in the context of the full-scale Russian-Ukrainian war actualize research attention to the professional readiness of a modern Ukrainian journalist, which includes the formation of axiological culture and developed value intelligence, the subject of the material offered to the reader's attention.

Materials revealing problematic aspects of crisis journalism, particularly of a moral, ethical, and value nature, were used to form the author's position. In turn, the reflections on such phenomena as axiological culture and value intelligence were based on the works of Ukrainian and foreign researchers working in the axiological subject field.

The purpose of the presented work is to conceptualize the phenomena of axiological culture and value intelligence in connection with the particular relevance of the axiological component of the professional readiness of a modern Ukrainian journalist. General theoretical and analytical methods were employed to achieve this goal.

The material processed by the author using these methods allowed for the formulation of original definitions of the concepts of "axiological culture," "axiological culture of a humanistic nature," and "value intelligence." The paper shows that axiological culture testifies to the individual's ability to build their life strategies with an awareness of their value foundation (ideally, based on humanistic, positive values). Developed value intelligence is considered an important prerequisite for resolving life and professional value collisions.

The paper emphasizes that theoretical ideas about axiological culture and value intelligence provide a methodological basis for the practical solution in further research of the issue of forming the axiological component of the professional readiness of a modern Ukrainian journalist.

SOCIAL MEDIA IN THE CONTEXT OF CONTEMPORARY CONFLICTS

Yuliia Sedliar — 2025-06-29

The article explores the pivotal role of social media as a tool for managing global political processes and conflict resolution. The authors argue that social communications build a multi-level socio-political space that allows institutions to shape their activities in accordance with people’s demands and needs. By sharing political content and involving different social groups in its making, digital platforms are becoming an integrative part of global politics. Under conditions of conflicts, social media maintains a positive brand of the state, increasing its recognition on the global stage, strengthening interstate trust, and intercultural dialogue. Using social media, states are able to establish communication with international institutions and influence target audiences.

The methods and peculiarities of using social media at different stages of conflicts and in different geopolitical areas are analyzed. Based on the analysis of the features of the use of digital platforms in conflicts in the countries of the Middle East and North Africa, it was determined that social communications showed the greatest effectiveness as a technology for mobilizing the population in support of democracy and the protection of human rights during the events of the Arab Spring. The authors reveal that under conditions of conflicts, social media is becoming a tool of social identification and consolidation, allowing people to establish ties on the basis of cultural and ethnic affiliation, revealing their needs and interests, while providing psychological support and reducing the negative impact of media on the consumer’s mental health.

The disinformation, fake news, and manipulative techniques are revealed as the real threats to conflict settlement. Under political confrontations, manipulation tactics are used to increase polarization in society, mistrust of state institutions, and discredit political institutions as a whole.

UKRAINIAN MASS MEDIA (1941–2009) ABOUT THE DESTRUCTION OF KHRESHCHATYK IN SEPTEMBER 1941

Illia Afanasiev — 2025-06-29

In 2022–2025, numerous air attacks targeting Kyiv led to the deaths of many non-combatants in Kyiv and the destruction and damage of hundreds of civilian buildings. Against the backdrop of these hostilities, modern mass media publications dedicated to similar events of the past look more topical. Waves of interest in the topic of the destruction of Khreshchatyk in September 1941 rise every year in hundreds of Ukrainian mass media. Working with historical material requires a high level of journalistic qualification. However, such qualifications are lacking in Ukrainian journalism. The study aims to create a fact-checking tool for mass media reports about the destruction of the Kyiv city center (September 1941).

The article analyses publications by Ukrainian mass media in 1941–2009 about the course and results of the explosions and fires that occurred in September 1941 in the center of Kyiv, in particular on Khreshchatyk Street and the adjacent quarters, as a result of the actions of Soviet saboteurs. Based on this analysis, as well as on the characteristics of Kyiv's tourist resources that were widespread in the 1910s, the author offers his own view on the loss of the city's architectural heritage, puts forward, and substantiates a hypothesis regarding the number of civilian casualties. The key, most influential Ukrainian mass media publications of 1941–2009 on the topic of the destruction of Khreshchatyk (September 1941) are identified, and the degree of correspondence of key mass media assessments to historical facts is established.

The study is carried out using cross-checking methods, searching for additional evidence and confirmations, with priority given to photographs and maps as sources of information, taking into account the circumstances of the creation of each text and the motivation of the authors. Relevant practical recommendations for academicians, educators, journalists, and other public opinion leaders are provided.

EVOLUTION OF JOURNALISM: FUNCTIONAL AND STYLISTIC FEATURES OF BLOGGING

Volodymyr Hnot — 2025-06-29

In the era of new technologies and information globalization, Internet platforms have become not only platforms for exchanging ideas but also express channels for gaining popularity and influence. One such dynamic form is blogging – a phenomenon that permeates the modern media sphere, transforming its usual framework and rewriting the rules of the game. The relevance of the study is due to the fact that in recent years, blogging has become an important component of the media landscape, both in the Internet space and beyond. The purpose of the study is to identify and analyze the functional and stylistic transformations that have occurred in journalism as a result of the development and spread of blogging as a new form of media communication. By the stated purpose of the study, our task is to analyze changes in the style of journalistic materials under the influence of blogger communication. The study used theoretical methods (analysis of scientific literature, system analysis, content analysis) and empirical methods (qualitative analysis of texts and observations).

Blogging, at first glance, may seem like just a personal expression on the Internet, but its importance and influence have become the subject of careful study. Instead of traditional editorial boards and journalistic codes, bloggers have taken on the role of information agents and curators of their interests. This is where the first fundamental difference between blogging and traditional journalism arises - the absence of hierarchy and free access to expressing one’s point of view.

In the context of modern journalism, where the information flow is rapidly developing, bloggers act as an indefinite but influential channel through which events acquire a new dimension. They provide not only their perspective on matters but also become intermediaries between events and viewers, adapting content to the requirements of the consumer and giving it a personal touch.

PHRASEOLOGY WITH A NUMERICAL COMPONENT IN HEADLINES OF UKRAINIAN AND POLISH ELECTRONIC MEDIA

Іlona Myroshnichenko — 2025-06-29

Phraseological units are an integral part of the language, adding expressiveness, imagery, and stylistic expressiveness to texts. In the modern media space, there is an active use of phraseological constructions in the headlines of political, economic, social, and military materials, which makes their detailed analysis relevant.

The purpose of the study is to clarify the peculiarities of the functioning of phraseological constructions (piate koleso do voza (pol. piąte koło u wozu), na dva fronty (pol. na dwa fronty), and vstavyty svoi piat kopiiok (pol. wtrącać swoje trzy grosze) in the headlines of Ukrainian and Polish media. The main contexts of use of these phraseological units are identified, and their emotional colouring and discursive meaning are assessed. The functional features of headlines with phraseological units in political, economic, military, sports, and social contexts, as well as their impact on the perception of information by the audience, are investigated.

The research methodology is based on content analysis, discourse, and linguistic analysis. The corpus analysis was used to collect and systematize headlines with phraseological expressions, as well as methods of semantic and pragmatic analysis to determine the contextual meanings and functions of the studied expressions. It is shown that phraseological expressions perform not only an expressive but also a conceptual function in the media, reflecting public sentiment and rhetorical strategies of journalists.

The results of the study confirm that the phraseology piate koleso do voza is used as a metaphor for redundancy or an unnecessary phenomenon, which is especially common in political and economic headlines. The phraseology na dva fronty describes situations of double play, struggle, or contradictory strategies, in particular in military and political discourse. The phrase vstavyty svoi piat kopiiok and its Polish equivalent have an ironic connotation and indicate the inappropriateness of certain people's statements. In addition, it can acquire non-standard meanings in creative contexts, which indicates a high degree of language play and the expressive potential of phraseological units in the modern media space.

AGENDA 5.0: CITIZEN JOURNALISM IN SHAPING THE AGENDA

Oksana Pochapska — 2025-06-29

Modern society, immersed in information flows, is increasingly faced with the phenomenon of information overload. In such conditions, data perception occurs mainly fragmentarily and at two levels - conscious and unconscious- when a significant part of the information is absorbed in the form of so-called information noise. A critical element of technology that attracts or distracts attention is the activities of citizen journalists, who act as opinion leaders for certain audiences of social media users. Their ability to quickly disseminate information from public perceptions about the "mass support" of individual ideas or positions makes them a powerful tool for influencing public opinion. Using the publications of citizen journalists as a source of news, creating the necessary information background, and initiating or supporting specific topics is only part of the manipulative potential of modern citizen journalism, which actively functions in ecosystems of social networks, blogs, and messengers.

The special relevance of the study of this topic is determined by the armed aggression of the Russian Federation against Ukraine, in which the information sphere has become one of the key fronts of the confrontation. The spread of fakes, manipulative coverage of events, and attempts to create alternative realities are all components of an information war in which citizen journalists play both a positive and a negative role. On the one hand, they contribute to the prompt informing of society and the mobilization of public opinion in support of state policy and international assistance to Ukraine; on the other hand, they can unconsciously or consciously contribute to the spread of manipulative narratives or misinformation.

The proposed study's purpose is to analyze the specifics of citizen journalists' involvement in forming an agenda in society and to study the influence of journalists' personal biases on the choice of strategies for presenting information. Special attention is paid to identifying the main methods of manipulation.

The proposed study's purpose is to analyze the specifics of citizen journalists' involvement in forming an agenda in society and the influence of journalists' personal biases on the choice of strategies for presenting information. Particular attention is paid to identifying the main methods of manipulation and mechanisms of influence on the audience through the channels of civic journalism in war conditions.

WHAT IS WRONG WITH THE WORD “NEW BUILDING”: URBAN ISSUES IN THE ODESA MEDIA

Tetiana Tkhorzhevska — 2025-06-29

Among the most important topics in the world of urban journalism is the topic of land ownership and housing affordability. In Ukraine, both in the media space and in scientific discourse, urban journalism is represented quite modestly. This makes relevant the goal of this work, which is to analyze the coverage of building development problems in Odesa by regional media in 2021. The last pre-war year was chosen deliberately since, with the beginning of a full-scale war, the agenda changed. The study used the thematic information search method, which was used to search for materials related, in one way or another, to building development issues in three online media (“Dumska”, “USI”, “Odeske Zhittya”) and two TV channels (“Suspilne Odesa”, “7 channel”) in 2021. Using published monitoring research data, we studied and described the context of the existence of media in Odesa in 2021. The study also used the discourse-analysis method, with which we tried to “find the hidden” and understand why such materials are published.

We managed to highlight authoritarian discourse when the author(s) declare the truth without offering alternatives. This is especially clearly seen in the example of media owned by businessmen or politicians, which promote the desired economic or political agenda. A good example is journalistic investigations that involve building developers, who are competitors of the media owner. Based on the interdiscursive nature of the text, we can note the presence of references to the hidden local-historical or, more precisely, the mythological discourse of "Old Odesa". This, in our opinion, is confirmed by the negative connotations of the word "new building", which are contained in all materials, except for commissioned ones: "new building" is something bad, something that disrupts the usual order of things.

ASSESSMENT OF THE IMAGE OF UKRAINE IN THE EUROPEAN MEDIA AT THE BEGINNING OF THE FULL-SCALE AGGRESSION OF THE RUSSIAN FEDERATION

Natalya Kharkevych — 2025-06-29

In the modern world, the media plays a key role in shaping the international image of states. Of particular note is the transformation of the perception of Ukraine in the European media in the context of the Russian-Ukrainian war, which became one of the defining events of modern history. The study analyzed how the image of Ukraine changed before and after the start of Russia's full-scale aggression on February 24, 2022. It emphasized how the heroism of the Ukrainian people, cultural resistance, and effective military defense influenced the change in attitudes towards the country in the international environment.

The purpose of the study is to analyze the features of the formation and assessment of the image of Ukraine in the European media at the beginning of the full-scale aggression of the Russian Federation and to analyze the functioning of the media in the context of information warfare. By the goal set, we have defined the following tasks: 1) to analyze the representation of Ukraine in the information space; 2) to investigate the dynamics of changes in the image of Ukraine in the European media space; 3) to assess the impact of events on the formation of the image of Ukraine in the European media. The study used the historical-descriptive method, structural-functional analysis, analysis and synthesis method, content analysis method, comparative analysis, and discourse analysis.

Along with positive changes, the emphasis is placed on the challenges caused by the influence of Russian propaganda, which is actively trying to discredit Ukraine in the geopolitical information space. The study also reveals the role of Ukrainian diplomacy, cultural diplomacy, and international communication cooperation in forming a positive image of the state. For the effective formation of a positive image of the country, a comprehensive approach is needed, covering the economic, cultural, military, and information spheres.

LVIV TELEVISION: PROBLEMS AND CHALLENGES

Yuliana Kazimova — 2025-06-29

The study of the problems of Lviv television is important because Ukrainian television, in general, has repeatedly encountered a number of difficulties in the process of its activities, which continue constantly, but to different degrees, because problems arise in accordance with changes and demands of society. Lviv television, in particular, in addition to the general problems known to Ukrainian television, has had its own special problems. In addition to general difficulties such as the problem of maintaining objectivity, honesty, compliance with ethics, competition between traditional television and Internet television, and the bias of television channels, there are also problems of purely Lviv television, such as reforming the television channel, the process of dismissing journalists, changing the names and management of the television channel, as well as confusion between the television channel, which is now called "Suspilne Lviv" with "Lviv-TV" and modern challenges of television.

The subject of this study is Lviv Television. For a more detailed study of the specifics of the work and difficulties, problems of Lviv Television, journalistic publications, opinions of journalists, and articles of scholars on television problems were taken. This article defines the types of problems of Lviv Television. The purpose of the study is to identify various problems of Lviv Television. This topic is relevant because, due to changes in society and various difficulties in the work of journalists of Lviv Television, there was a need to fight for their TV channel and place of work to defend their rights. Accordingly, the tasks of the study are to determine the essence of the problems of Lviv Television and Ukrainian television in general, and ways to overcome them.

The object of the study is the problems of Ukrainian television in general. The subject is the difficulties and problems of Lviv television. The novelty of the study is that it takes into account fresh materials and publications of television researchers. The novelty of the study is also that the current state of television is analyzed.

In connection with the above-mentioned problems of television, journalists must work to ensure that their rights are not taken away or reduced; they must be unbiased, adhere to the principles of decency, honesty, and objectivity, and think about how to interest the viewer so that he does not completely leave traditional television.

ECONOMIC ASPECTS OF ONLINE MEDIA: UKRAINIAN AND GLOBAL TRENDS

Artur Horlatykh — 2025-06-29

The article is devoted to the analysis of the economic aspects of the functioning of online media in Ukraine and abroad. The relevance of the study is current due to the dynamic development of the digital economy, changes in the financial models of the media industry, and growing competition between traditional and digital platforms. In the context of the transformation of the information market, it is especially important to identify effective business models and sources of monetization of media content.

The purpose of the study is to analyze key economic trends in the field of online media, to determine the features of the financial strategies of Ukrainian and foreign media companies, and to outline the prospects for the development of the industry in the context of digitalization. The object of the study is modern business models that can be applied in online media. The subject is the history of the economic business models in media, as well as features, characteristics, and methods of implementing modern business models for online media. The novelty of the study is that Ukrainian online media are only in search of appropriate economic models of functioning, and the conducted study will help them choose the most relevant one.

The research methods include a comparative analysis of online media business models, content analysis of scientific and analytical sources, statistical analysis of the digital media market, as well as forecasting methods to determine possible trends in the further development of the industry. The novelty of the study is that Ukrainian online media are only in search of appropriate economic models of operation, and the conducted study will help them choose the most relevant one. In each business model, an understanding of the channels of communication and product sales is important. How exactly customers learn about the product, how they can purchase and receive it - all this affects the effectiveness of the strategy for attracting and retaining customers. Therefore, it is important for the media to choose an economic model of operation that will be understandable and accessible to the audience.

The results of the study allow us to outline current challenges and opportunities for Ukrainian online media, as well as offer recommendations for increasing their economic sustainability and competitiveness.

NATIONAL PR SCHOOLS IN EUROPEAN COUNTRIES: GENESIS AND ACQUISITIONS

Nataliia Hrytsiuta — 2025-06-29

The relevance of the article is related to the importance of acquiring knowledge and skills by the Ukrainian School of Communication Studies. The experience of leading experts from Europe is a worthy example for the national school of communication studies. Analysis of recent research and publications shows insufficient interest in the formation and development of the PR school in Ukraine. However, the works of foreign scholars Black S., L'Etang J., Chaudet B., Carayol V., Bentele G., Nessman K., Watson T., Valentini Ch., Ruler B., Vercic D. sufficiently reveal the genesis and prospects of the leading schools of PR in Europe. The purpose of the study is to conceptualize the experience of the leading European countries so that, in the process of Ukraine's integration into the European community, the professional community understands its place and prospects for further development. Objectives: to collect, systematize, describe, and analyze the achievements of the leading national PR schools in Europe and find out how this experience can be used in Ukraine to develop and improve the national PR industry. The research methods used are content analysis, synthesis, descriptive, and comparative. The results of the study reveal the peculiarities and specifics of national schools of PR in European countries, which were formed by historical and social processes but depended on ethno-mentalism. It is the latter factor that proved to be decisive in their specificity, which determined the main outlines of the national originality of PR. The study has led to the following conclusions: PR schools in the leading European countries have gone through a difficult and time-consuming path of formation, the experience of which is useful and fruitful for the national school, which is currently in the process of formation.

FEATURES OF UKRAINIAN ADVERTISING COPYWRITING AFTER THE FULL-SCALE INVASION OF RUSSIA IN UKRAINE

Svitlana Vernyhora — 2025-06-29

The study is devoted to the analysis of changes that occurred in the Ukrainian advertising after the full-scale russian invasion of Ukraine, in particular, the peculiarities of copywriting in the Ukrainian advertising.

The study aims to explore and systematize current means of reaching advertising information to the audience in wartime. There are tasks to achieve the study aim: 1) to analyse samples of the Ukrainian advertising created after February 24, 2022; 2) to identify and describe the means and tools of reaching advertising messages to the target audience; 3) to systematize results.

The theoretical significance of the study results will become the basis for new scientific research. The practical results will allow to make relevant adjustments to educational materials.

The study examined commercial advertising of the Ukrainian brands created after February 24, 2022, analysed texts and ideas of chosen advertisements, drew conclusions about the significance of the changes studied and their impact on the Ukrainian society in the future.

MOBILE VIDEO MAKING TOOLS IN BRAND VISUAL COMMUNICATION STRATEGIES

Roksolana Dіachenko — 2025-06-29

The article examines the potential of smartphones as a basic tool for creating effective video content to promote brands in the modern media space. In an era dominated by visual communications, video content demonstrates the highest efficiency indicators for engaging target audiences, yet producing quality video material has traditionally been associated with high production costs and the need to involve professional specialists. Based on a comprehensive approach that includes analysis of scientific literature, comparative analysis of technical equipment characteristics, and experimental video content production, the author demonstrates that modern smartphones can provide up to 85% of the functionality of basic professional video equipment at a significantly lower cost and with higher mobility.

Based on the data obtained, practical recommendations have been developed for PR specialists regarding technical, compositional, content, and strategic aspects of creating effective smartphone video content. Optimal formats for various digital platforms have been identified, and a model for integrating smartphone video production into a comprehensive brand marketing strategy has been proposed. The practical significance of the research lies in forming methodological foundations for creating highly effective video content with minimal technical resources, which is especially relevant for small and medium-sized businesses looking to optimize their marketing budgets.

COMMEMORATION OF THE RUSSIAN-UKRAINIAN WAR IN VIDEO ADVERTISING

Tetiana Kovalova — 2025-06-29

The full-scale war between Russia and Ukraine has been extensively covered in the media. The representation of events influences the perception of them by current and future generations. Thus, the content related to the war, filled with meanings and narratives, constitutes a commemoration of the period of Russia's full-scale invasion of Ukraine. This influence makes advertising, as part of media discourse, responsible for shaping formats and, subsequently, consumer perceptions. The article aims to outline the specifics of transmitting narratives about the war theme in advertising that appeared in the information space during the full-scale invasion. To achieve this goal, the study employed a set of scientific methods. For formulating the theoretical foundations of the scientific article, methods of analyzing scientific sources and generalizations were used. The empirical study was conducted using content analysis and generalization of 20 video advertising examples that mention the war, Ukraine, etc., and were published from the beginning of Russia's full-scale invasion of Ukraine on February 24, 2022. Advertisers embed narratives in their information products that reinforce certain perceptions in the audience. Currently, the information and representation of events have been transferred to the Internet space, making the responsible handling of war narratives in advertising crucial. From the analysis of video ads, the most popular narratives on this topic were “Every Ukrainian can bring Ukraine's victory closer with their actions” (6 videos), “War is a threat to the present and future” (3 videos), and “Ukraine (Ukrainians) is good” (3 videos). This reflects a responsible approach to advertising and a motivational-inspirational direction in covering current circumstances.

VISUAL COMMUNICATIONS AS THE BASIS OF AN EFFECTIVE ADVERTISING MESSAGE

Vladyslav Vlasov — 2025-06-29

Abstract. The article explores visual communications as a foundation for creating effective advertising messages within the modern information environment. The relevance of the topic stems from the adaptation of visual communication in advertising and design to the current socio-economic conditions in Ukraine and globally. The development and integration of new visual communication trends in advertising campaigns — both commercial and governmental — not only complement or transform the perception of textual messages but also create new associations for target audiences, evoking emotions and influencing consumer behavior. The aim of the study is to analyze the use of visual communication in brand advertising messages. The visual advertising of Ukrainian brands and military identity was examined through comparative analysis and content analysis. The research also considers the potential of AI, which opens up new opportunities for personalized and trend driven advertising messages.

TRANSFORMATION OF INFORMATION ACTIVITIES IN THE CONTEXT OF DIGITALIZATION OF MODERN SOCIETY

Andrii Sinko — 2025-06-29

The article examines various aspects of information activities in the context of digital transformation. The author describes the transformation not only as a set of technical changes but also as a deep systemic process that affects the functioning of administrative, social, and communication institutions. The scientific works of researchers have been analyzed, which confirm that digital changes are introducing a new management logic focused on openness, transparency, and efficiency.

Based on the analyzed research of scholars, this study formulates a table indicating the periodization of digital transformations, starting from the stage of the formation of independent Ukraine. This allows us to explain the meaning of such terms as “digitization”, “digitalization”, and “digital transformation”. In addition, the table describes how technological progress has been reflected in changes in communication tools, particularly in the field of public relations. A special emphasis is placed on the role of digital platforms, which, over time, have become a basic tool for the functioning of the information space. In this context, the author analyzes social media as a tool with a personalized approach that can both shape public opinion and influence the worldview of a particular audience.

Also, as part of the digital transformation of recent years, the author considers the impact of artificial intelligence technologies that are being actively implemented in the field of information activities. The author describes a tool that can automate certain processes of interaction with the audience. In addition, it can contribute to managerial decision-making and help shape a new level of interaction between society and the information system.

In general, digital transformation is a complex phenomenon and one of the stages of development of modern society, directly affecting the principles of building communication processes. Quite logically, such changes provoke the emergence of new approaches to interaction within the information space and tools for collecting, processing, or communicating information.

BANNER ADVERTISING OF A PHARMACEUTICAL PRODUCT IN UKRAINIAN ONLINE MEDIA

Yevhen Seliukh — 2025-06-29

Banner ads have historically been used to drive traffic to the advertiser's website and enhance brand recognition. However, the effectiveness of banner advertising is often questioned due to the phenomenon of "banner blindness" and low audience engagement rates. This raises the need to find approaches for evaluating the effectiveness of banner ads, considering indirect effects, and exploring factors that can improve their performance. The effectiveness of banner advertising on the Internet has been studied by M. M. Malchyk and I. P. Adasyuk, X. Drèze & F. X. Hussherr, C.-H. Cho & H. J. Cheon, A. Sigel et al., Q. Yang et al., and other scholars.

Objective of the article: To analyze the current state of research on the effectiveness of banner advertising and identify key metrics and success factors of banner ads (with a focus on CTR). The main tasks of the research are to conduct a theoretical review of scientific sources, to consider the specifics of banner advertising in the pharmaceutical segment, to perform an experimental analysis of data from a banner campaign promoting an antiviral drug, and to evaluate the effectiveness of a real banner advertising campaign in Ukrainian online media. The research uses descriptive statistics, comparative methods, variance analysis, dependency analysis, and formal correlation analysis.

Based on the literature analysis, it has been established that banner advertising faces the problem of banner blindness. At the same time, banners continue to be widely used as they provide a broad audience reach and serve branding functions. Several success factors for banner ads have been identified: positioning on the page, content relevance, design quality, and branding factors. The specific features of medical advertising are highlighted: the need to comply with regulatory requirements and the importance of trust.

The analysis of the banner campaign for the antiviral drug "Flavovir" showed a low average CTR, which aligns with the general expectations of low banner clickability. It was emphasized that significant variation in effectiveness across different websites demonstrates the critical role of placement and audience. It was confirmed that relevance increases effectiveness: resources with content closer to the health topic had a better response than general news sites. It is justified that for pharmaceutical companies, it is important to consider both the general principles of banner advertising effectiveness and the specifics of consumer perception of medical content.

SOCIAL NETWORKS AS PLATFORMS FOR COMMUNICATION ACTIVITY OF PUBLISHERS

Svitlana Vodolazka — 2025-06-29

This article examines the current state of social media usage as a platform for interaction between publishers and their readership. It confirms the continued significance of these platforms in maintaining business communication activity amid digital transformation. The study identifies key challenges that hinder the effective use of social networks in publishing.

To assess the level of academic discourse on this topic, an analysis of contemporary research has been conducted, highlighting social media as a space for establishing effective communication strategies and a marketing tool for the publishing industry.

The study aims to systematise and critically analyse approaches to utilising social media in the publishing sector to determine their relevance at the current stage. To achieve this objective, information search, comparison, generalisation, analysis, and monitoring methods were applied.

The research was conducted in four stages. The first stage, based on data obtained from official web resources, identified which social platforms are used by Ukrainian publishers. The second stage involved a general monitoring of social media functionality according to pre-defined criteria. The analysis was carried out by examining the activity of accounts belonging to twenty leading Ukrainian publishers on Facebook, Instagram, YouTube, Telegram, and TikTok.

In the third stage, the main problems that publishers faced in the process of working with social networks were identified, systematised, and outlined. These challenges include algorithmic technical limitations, organisational and operational difficulties, content-related issues, competitive factors, and audience engagement challenges.

The analysis confirms that social media remains a promising tool for communication within the publishing industry. However, effective utilisation requires strategic planning and continuous adaptation to platform algorithm changes. The effectiveness of communication strategies depends on the level of interactivity, the use of viral content, and collaboration with book bloggers.

THE INTERNATIONAL STUDENT PROFESSIONAL CREATIVE COMPETITION "PUBLISHING JOURNALISM": ACHIEVEMENTS AND PROSPECTS

Ksenia Sizova — 2025-06-29

The relevance of the research topic lies in the importance of understanding the results of the International Student Professional Creative Competition «Publishing Journalism» in terms of developing the professional competencies of future media professionals (journalists, editors, publishers, advertisers, designers) and establishing international cooperation. The analysis of the works of young authors who became finalists in the competition allows us to understand the reading tastes of students and identify popular trends in the promotion of book publications among the youth audience. The purpose of this paper is to summarize the achievements of the competition and its prospects. The objectives of the article are to summarize the experience of the competition, to analyze the ways of book promotion chosen by modern students, and to study the reading preferences of students based on the analysis of the works submitted to the competition. To achieve the objectives and achieve the goal, a set of research methods was used: theoretical – to clarify the state of development of the problem, generalize and systematize scientific provisions; special – typological analysis – to study the creative works of the contestants. It is substantiated that the competition contributes to the formation of a single educational and information space in Ukraine and abroad, the exchange of views between students from different countries of the world, and the formation of skills in the creation and professional analysis of book publications, their promotion and advertising among future media professionals. It is proved that the creative works submitted to the competition can be used by educational, socio-cultural and book trade institutions and organizations. The analysis of the ways of book promotion chosen by modern students has shown that the most popular means is the book trailer; young people prefer it because a bright and expressive video attracts attention to the book and encourages reading. Based on the analysis of creative works, it was proved that young people are most interested in fiction (with classical and contemporary literature having approximately equal weight); authors also choose popular science and educational publications for promotion.

COLLABORATION IN THE UKRAINIAN PUBLISHING BUSINESS: CLASSIFICATION OF FORMS AND TYPES OF COOPERATION

Nadiya Podolyaka — 2025-06-29

Collaboration in the publishing business is developing rapidly and actively. A responsible approach to brand cooperation, effective planning and implementation of the strategy, and adaptation of partners to changes and innovations in the economy allows for strengthening brand marketing and contribute to the effective development of the industry as a whole. Brand partnerships in the publishing business are carefully planned work that takes into account the principles of both brands and includes joint marketing campaigns, joint organization of events, or development of new and unique publishing projects.

The article examines brand collaborations in the publishing business as a special form of joint creative activity of a project nature in a global environment. It is argued that the topic of classification of forms and types of collaboration in the publishing sector in Ukraine requires further study and improvement. A reconstructive analysis of the criteria for success, advantages, and disadvantages of a successful partnership is carried out. Aspects that should be paid attention to when determining the type of partnership are outlined.

An attempt is made to classify collaborative practices according to various criteria. The general typology of partnership relations is considered; the typology of collaborations in the publishing business by content and purpose, depending on the field of activity in which the participants cooperate, and depending on the audience orientation and impact on market segments.

Examples of the most effective practices of brand cooperation are given, and the need to implement brand collaborations in the publishing business is substantiated. A number of features are indicated that will affect effective cooperation.

It is proven that the typological characteristics of collaborations in the publishing business illustrate the universality of its various types, demonstrate the possibilities of adapting cooperation to the goals and means of publishing, and show existing multi-vector strategies and innovation potential.

The typological characteristics also trace the synergy of competencies, financial risks between partners, and the principles of partner selection.

Prospects for further research are seen in a more detailed study of collaboration practices, both in Ukraine and in the world. Partnerships in the publishing business still need to be considered.

PERCEPTION BY STUDENTS OF THE SPECIALTY OF "JOURNALISM" OF DISTANCE LEARNING AND ELECTRONIC EDUCATIONAL PUBLICATIONS IN THE INFORMATION AND EDUCATIONAL ENVIRONMENT OF A HIGHER EDUCATIONAL INSTITUTION

Nadiya Figol — 2025-06-29

Distance learning has become a necessary element of modern education, especially in the context of the COVID-19 pandemic and Russia's military aggression against Ukraine. This process significantly changes traditional approaches to the educational process, requiring adaptation from both students and instructors.

The purpose of the study is to analyze the experience of distance learning among students of the specialty «Journalism» at Ukrainian higher education institutions, particularly at the Igor Sikorsky Kyiv Polytechnic Institute and Boris Grinchenko Kyiv University. A survey conducted among students enabled the evaluation of the effectiveness of distance education, the identification of its advantages and disadvantages, as well as the exploration of the role of electronic educational publications (EEP) in the learning process.

The primary methodology of the research is a comprehensive approach, incorporating both theoretical and empirical methods. Specifically, a questionnaire was used to identify students' attitudes towards distance education and assess its effectiveness.

The results showed that the majority of respondents consider distance learning to be effective, confirming the high level of positive assessments of this form of education among students. Moreover, respondents highlighted key advantages of distance learning, including the ability to combine studies with work and the accessibility of learning from any location.

Despite the advantages, students also noted some issues with distance education, such as insufficient communication, technical difficulties, and fatigue from prolonged screen time. The study also revealed that electronic educational resources play a significant role in the learning process, with most students recognizing them as effective learning tools.

The findings of the study allow for the identification of key issues related to distance learning in Ukraine and outline potential ways to improve it in the future.

VISUAL AND INFORMATION EFFICIENCY OF EDUCATIONAL INSTITUTIONS' WEB RESOURCES

Olha Holovko — 2025-06-29

The relevance of the study is determined by the rapid digitalization processes in the educational sphere, the growing importance of virtual tools for presentation and communication in the educational space, and the clear interconnection between the informational richness of a website, its technical functionality, design, and the demands of user audiences.

This article aims to analyze the visual and technical aspects of communication on educational institution websites as indicators of their informational effectiveness. The research objectives included a theoretical study of the problem of the visual and technical design of educational websites as an indicator of their informational effectiveness, as well as an analysis of specific examples of educational web resources in terms of their visual and technical design and informational effectiveness.

As part of the study, the websites of educational institution departments were analyzed. Based on the conducted analysis, the main advantages, disadvantages, and opportunities for improving the visual and technical design of the analyzed web resources were identified.

Among the advantages of the analyzed websites and pages, the study highlights a logically structured layout, interactive elements, the presence of photo and video materials, user-friendly feedback forms, integration with social networks, diverse communication options, and an appealing design. The identified disadvantages include the lack of systematic content updates, limited functionality due to the embedding of department pages within the overall structure of the educational institution's website, and insufficient amounts of photo and video materials on certain resources. To address these shortcomings, the study proposes focusing on expanding interactive content, improving the speed of data updates, and enhancing engagement with social media.