Obraz
type: channel
publisher: Sumy State University
language: uk
publication name: Obraz
issn: 2415-8496
items: Potential of Media Text Theory in Teaching Journalism Disciplines
items: U.S. Media in the Age of Artificial Intelligence: Transformations and Prospects
items: The Integration of Mass Media Into Social Networks as a Leading Trend of Modern Media Convergence
items: Cinematic Discourse in the Modern Media Landscape: Current Cases of Mediatization of Film Heroes
items: New Ukrainian media as a space for representing books in wartime
items: Social Media as a Platform for Next-Generation Interactive Journalism
items: Media Planning for investigative journalism: a case study
items: The Visual Image Of «Uncle Sam» in the Cartoons of the «Perets» Magazine (1947–1953)
items: Ukrainian Gonzo Journalism Within the System of Mass Communication
items: Media Oversight in the Procurement Sector: Effectiveness and Institutional Responses
items: Communicative Specifics of Modern Coffee and Tea Advertising
items: Medical Blogs in the Information Society
items: Violence against Women: Recommendations for Ethical Standards in Media Coverage of Events
items: The dynamics of nuclear rhetoric of Kremlin propagandists during Russia's full-scale invasion
items: The phenomenon and problem of deconstruction of colonial narratives: theory and practical perspectives
items: War in Ukraine: Educating Journalists for Crisis Reporting
items: White Day. Road
items: The book "Ukrainian Thought and Song in the World" and its surroundings (From the archive of Hryhoriy Nudga)
items: Transforming Media Education to Counter Disinformation: Fact-Checking, StratCom, AI
items: Video Book Trailer as an Educational Priority for Media Professionals
items: Political consulting in France: strategies, methodologies, innovations
items: Media Producing Model Integrating Artificial Intelligence into Publishing Processes
items: Transformation of Editorial Functions in the Era of Cross-Media Educational Content
items: The Transformation of the Interview Genre in French Sports Media
items: Institutional Response to Journalistic Investigations: An Analysis of Efficacy Based on 2025 Case Studies
items: Crisis Communications of Ukrainian Media During the Period of Full-Scale Invasion: Theoretical Aspect
items: Recognition of Disinformation in Telegram: Analysis of Signs and Mechanisms of Spread
items: Telegram channels as objects of medialogy analysis: scope of influence and limits of responsibility
items: Telegram as Information Fast Food: Changing Tastes in Ukrainian Media Audiences
items: The Specifics of Podcasting Development in 2020–2025

Potential of Media Text Theory in Teaching Journalism Disciplines
type: item
description: Introduction. Existential challenges dictate the need for high-quality Ukrainian journalism, and therefore, the understanding of tools for improving modern media and training specialists. Relevance and purpose. The need to improve the work of Ukrainian media specialists by improving media education determines the relevance of the study. The purpose of the study is to study the possibilities of applying the theory of media text in teaching journalism disciplines to improve the quality of university training of a modern Ukrainian journalist. Methodology. The main methods of exploration are general scientific methods of the empirical level, useful for clarifying the features of the components of the theory of the text, the specifics of educational courses, establishing a list of core concepts, etc. Analytical and synthetic processing of the material was carried out using analysis and synthesis, abstraction and generalization, as well as based on taking into account one's own scientific and pedagogical experience. The need to express scientific assumptions, hypothetical reasoning led to the use of axiomatic and hypothetical-deductive methods. Results. Conceptual in the system of journalistic knowledge is the understanding of the nature, features, system and structure, units, components of the media text and phenomena related to the circumstances of its actualization. We have established that the relevant theoretical provisions should be applied in journalism disciplines focused on media text; we have identified the necessary and sufficient corpus of concepts important for the scientific interpretation of journalistic creativity; we have proposed a methodology for integrating textual provisions and terms into media education; we have formed a subject. Conclusions. Since the nature of journalism is related to linguistic activity, the study of media text is relevant. Improving the methodological principles of teaching journalistic disciplines, taking into account the possi…
subject: Article
  topic: section
subject: text
  topic: keywords
subject: media text
  topic: keywords
subject: text theory
  topic: keywords
subject: media text studies
  topic: keywords
subject: epistemological potential
  topic: keywords
subject: teaching methodology
  topic: keywords
subject: journalistic education
  topic: keywords
subject: quality of journalism
  topic: keywords
creator: Yaroslava Shebeshtian
creator: Halyna Shapovalova
rights: Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0/
date: 2025-11-06
publication date: 2025-11-06
starting page: 178
ending page: 189
doi: 10.21272/Obraz.2025.3(49)-178-189

U.S. Media in the Age of Artificial Intelligence: Transformations and Prospects
type: item
description: Introduction. In recent years, artificial intelligence (AI) has become a key driver of media transformation, reshaping the processes of news creation, analysis, and dissemination. AI systems automate routine operations, generate various types of content, and enhance audience engagement, thus expanding the possibilities of communication practices. The experience of the United States has been chosen as illustrative due to the influential role of American media in shaping global journalistic standards. Relevance and Aim. The relevance of this study lies in the rapid implementation of AI in editorial processes, which is changing the work of journalists and the interaction between media and audiences. The aim of the article is to systematize the impact of AI on the functioning of U.S. media, assess its role in optimizing journalistic work and shaping new models of information presentation, and identify the risks and limitations of its application, including quality control, adherence to ethical norms, and maintenance of professional standards. Methodology. The study applies analysis of scholarly publications, data from the Pew Research Center and Muck Rack, and case studies of AI implementation in Associated Press (AP), The Washington Post (WP), and Politico. Methods of systematization, comparative analysis, and content analysis are employed to identify key trends, benefits, and risks. Results. The findings reveal that AI facilitates the automation of data collection and processing, fact-checking, and the preparation of analytical materials, thereby transforming newsroom operations and approaches to audience engagement. Examples from Politico, as well as AI experiments at AP and WP, demonstrate the growing integration of algorithmic solutions into editorial workflows. However, their effectiveness and impact on the quality of journalism require further research. Surveys of journalists and audiences indicate a cautious attitude toward AI and emphasize the importance of hum…
subject: Article
  topic: section
subject: media
  topic: keywords
subject: artificial intelligence
  topic: keywords
subject: algorithmization
  topic: keywords
subject: journalism
  topic: keywords
subject: audience
  topic: keywords
subject: digital tools
  topic: keywords
subject: information and communication technologies
  topic: keywords
creator: Oleksandr Hlazunov
creator: Vladlena Myronenko
rights: Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0/
date: 2025-11-06
publication date: 2025-11-06
starting page: 166
ending page: 177
doi: 10.21272/Obraz.2025.3(49)-166-177

The Integration of Mass Media Into Social Networks as a Leading Trend of Modern Media Convergence
type: item
description: Introduction. The article examines the process of mass media integration into social networks, which have become a powerful tool for informing, communicating with the audience, and shaping public opinion. Traditional media can no longer ignore this communication channel, since a significant part of users receive information through social platforms. There is a need to understand new trends in the field of media communications. Relevance of the study. The study of the features of mass media integration into social networks is extremely important for understanding the transformation of modern journalism, because it is social networks that form new communication standards, influence the information culture of society, and determine the prospects for media development in the digital era. The purpose of the article is to determine the main vectors of media integration into social networks, the features of media interaction with the audience through social platforms. Methodology. The complexity of the research is ensured by a combination of such methods as: content analysis, which made it possible to study the materials distributed in social networks; a quantitative media analytics method based on digital indicators; a comparative method for comparing media strategies on different social platforms; and a theoretical generalization method for formulating the research results. The results. The article clarifies the main reasons, forms and consequences of mass media integration into social networks. It is established that journalism in social networks retains its traditional functions but implements them in the changed conditions of the digital environment. The models of mass media behaviour on various social platforms are characterized, and it is determined that the effectiveness of their functioning depends on the ability to adapt content to the requirements, format and audience of each network. The specifics of the practical implementation of integration processes in the …
subject: Article
  topic: section
subject: communication
  topic: keywords
subject: mass media
  topic: keywords
subject: journalism
  topic: keywords
subject: digital environment
  topic: keywords
subject: social networks
  topic: keywords
subject: media convergence
  topic: keywords
subject: media consumption
  topic: keywords
subject: audience
  topic: keywords
creator: Svitlana Tielietova
creator: Oleksandr Tielietov
rights: Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0/
date: 2025-11-06
publication date: 2025-11-06
starting page: 154
ending page: 165
doi: 10.21272/Obraz.2025.3(49)-154-165

Cinematic Discourse in the Modern Media Landscape: Current Cases of Mediatization of Film Heroes
type: item
description: Introduction. Modern processes of mediatisation are accompanied by active shifts in various fields and their respective discourses. Since the end of the 20-th c., film discourse has become an integral part of mediatisation, when cinema began to cultivate and disseminate specific media practices at different stages of film production, eventually forming the phenomenon of “film communication”. Relevance and purpose of the study. There is a need for a comprehensive consideration of modern strategies of film characters' mediatisation in the national and global mediatisation context, taking into account cultural, social and political transformations. The purpose of the study is to identify the directions of film discourse representation in the contemporary media landscape on the example of foreign and Ukrainian cases of film characters' mediatisation. Methodology. In the process of forming the methodological basis analysis and synthesis were used. Comparative and diachronic methods helped to identify the stages of cultural mediatisation. Classification, typological and systemic analysis, methods of description, case studies, generalisation and discursive analysis were used while considering media representations of film discourse and formulating the results of the study. Results. A study of the current content of the Ukrainian online media “Ukrayinska Pravda” and “Suspilne” revealed that film discourse has the highest level of media representation on the websites of these outlets (33 % and 29 % respectively). The image of the cyborg in the early twenty-first century is being conceptually rethought and actively transformed into a complex mediatised concept; in the contemporary Ukrainian cultural space, the image of the cyborg is presented in the media as a hybrid mediatised symbol of invincibility, invincibility and fighting spirit of Ukrainian soldiers and the people as a whole. Conclusions. The study proved that film discourse acted both as its subject (cinema as a type…
subject: Article
  topic: section
subject: mediatisation of culture
  topic: keywords
subject: cinematic discourse
  topic: keywords
subject: film communication
  topic: keywords
subject: images of film heroes
  topic: keywords
subject: cyborg
  topic: keywords
subject: hybrid image
  topic: keywords
creator: Tetiana Ivaniukha
rights: Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0/
date: 2025-11-06
publication date: 2025-11-06
starting page: 141
ending page: 153
doi: 10.21272/Obraz.2025.3(49)-141-153

New Ukrainian media as a space for representing books in wartime
type: item
description: Introduction. Preserving and promoting books plays a key role in the development of Ukraine's cultural traditions, strengthening its spiritual foundations, and advancing science and education. This is especially true in the context of full-scale war, when the information front is no less important than the military front. New media play a certain role in this regard today. They have brought books to the forefront in the new media environment. This phenomenon requires analytical consideration. Relevance and purpose. The relevance of the research topic is determined by the need to analyse the activities of the latest Ukrainian mass media in terms of the forms they use to promote books. The purpose of the work is to identify the forms of online media practice in terms of ways to promote Ukrainian-language books in the context of the full-scale Russian-Ukrainian war. Methodology. To achieve the goal of the work and solve the tasks set, a set of general scientific, analytical and applied research methods was used, which made it possible to cover certain aspects of the popularisation of Ukrainian-language books in the new media in wartime conditions. Results. Based on an analysis of the most popular social networks YouTube, TikTok, Instagram, Telegram, and digital literary platforms, the features of book promotion tools in the context of full-scale war have been identified. The media activity of publishers, bookstores, book bloggers, and influencers has also been revealed. Contemporary popular digital formats have been identified that attract readers' attention, inform society about contemporary Ukrainian book production, and contribute to the formation of a reading culture. Conclusions. It is concluded that, in the context of war, Ukrainian-language books have become particularly widespread thanks to new media resources. Among the promoters of literature in new media, we highlight social networks such as Telegram, Instagram, YouTube, TikTok, digital literary platforms (w…
subject: Article
  topic: section
subject: new media
  topic: keywords
subject: book promotion
  topic: keywords
subject: social networks
  topic: keywords
subject: book blogs
  topic: keywords
subject: journalism
  topic: keywords
subject: war
  topic: keywords
subject: mass communication
  topic: keywords
creator: Olesya Barchan
creator: Maksym Pushkar
rights: Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0/
date: 2025-11-06
publication date: 2025-11-06
starting page: 130
ending page: 140
doi: 10.21272/Obraz.2025.3(49)-130-140

Social Media as a Platform for Next-Generation Interactive Journalism
type: item
description: Introduction. The rapid development of social media has transformed them into a leading channel for disseminating news and interacting with audiences, radically reshaping traditional journalistic standards. Within the digital ecosystem, next-generation interactive journalism integrates multimedia formats, personalization algorithms, and feedback mechanisms, establishing new models of communication. Relevance and purpose. The growing role of social media necessitates an in-depth analysis of their impact on public discourse, professional norms, and information security. The purpose of this article is to identify the functions of social media as a space for the development of interactive journalism by analyzing the consequences of algorithmic personalization for the transformation of professional standards and ethical practices. Methodology. The research combines systemic, comparative, content, and discourse analysis, which made it possible to trace transformations in journalistic formats and production practices in the digital environment. Results. The study established that social media integrate textual, visual, and audiovisual resources into a single communication ecosystem, stimulate active audience participation, and ensure real-time dissemination of news. At the same time, challenges were identified in terms of misinformation, weakening of professional standards, algorithmic selection effects, and ethical risks related to privacy and user-generated content. Conclusions. Interactive journalism in social media appears to be a combination of digital flexibility and a high level of user participation, but it requires improvement of ethical standards, the introduction of multi-level mechanisms for verifying authenticity, and the development of regulatory approaches. The scientific novelty of the work lies in the proposed cyclical model of interactive news production. Research prospects include assessing the impact of algorithmic personalization on public opinion and …
subject: Article
  topic: section
subject: digital communication
  topic: keywords
subject: multimedia content
  topic: keywords
subject: user engagement
  topic: keywords
subject: fact-checking
  topic: keywords
subject: artificial intelligence
  topic: keywords
subject: information security
  topic: keywords
subject: personalized news
  topic: keywords
creator: Valentyna Stiekolshchykova
creator: Yuriy Bidzilya
creator: Volodymyr Tarasiuk
rights: Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0/
date: 2025-11-06
publication date: 2025-11-06
starting page: 117
ending page: 129
doi: 10.21272/Obraz.2025.3(49)-117-129

Media Planning for investigative journalism: a case study
type: item
description: Introduction. In today’s information environment, media planning can be a key tool for disseminating journalistic content and increasing its impact on the audience. Its importance is growing significantly in the context of information warfare and the need to counter disinformation. Relevance of the study. In the context of Russia’s full-scale invasion and war crimes in Ukraine, effective communication strategies are essential to promote information and attract international attention. This study aims to quantify the organic dissemination of socially important information and test the hypothesis that Systematic Journalistic Processing of raw activist data, paired with a formal media plan, increases the reach and institutional impact. This research seeks explicitly to calculate the degree of dissemination (RQ1), identify optimal future media strategies (RQ2), and measure the resulting visibility and impact on official institutions (RQ3). Methodology. This study employs a single case study methodology focusing on developing and implementing a media plan for the KibOrg investigation series on child abduction from the temporarily occupied territories of Donetsk and Luhansk Oblasts. The research uses a mixed-methods approach: Quantitative analysis was applied to measure reach and engagement, while Qualitative analysis was used to assess the strategic effectiveness and impact on law enforcement, validating the study’s central hypothesis. Results. The implemented media plan achieved a measurably high degree of organic dissemination. Key results demonstrate that the systematic journalistic processing of raw data, coupled with strategic synergy between media channels, significantly increased the organic reach and public interest. The investigation results led to direct interaction with Ukrainian law enforcement and international organisations, confirming the heightened impact. Conclusions. This study confirms the hypothesis that the journalistic processing of data dumps, ampl…
subject: Article
  topic: section
subject: media planning
  topic: keywords
subject: journalistic investigation
  topic: keywords
subject: media strategy
  topic: keywords
subject: target audience
  topic: keywords
subject: content dissemination
  topic: keywords
subject: case study
  topic: keywords
subject: information warfare
  topic: keywords
creator: Hanna Starkova
creator: Maksym Dudchenko
rights: Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0/
date: 2025-11-06
publication date: 2025-11-06
starting page: 105
ending page: 116
doi: 10.21272/Obraz.2025.3(49)-105-116

The Visual Image Of «Uncle Sam» in the Cartoons of the «Perets» Magazine (1947–1953)
type: item
description: Introduction. The article conducts a study of the “Uncle Sam” visual image in the cartoons of the Soviet Ukrainian satirical magazine “Perets” (“The Pepper”) of 1947–1953. The background of this character and its adaptation in Soviet Ukrainian satire of the early Cold War era are examined. Relevance of the study. The informational and semantic aspect of the current Russian-Ukrainian war is not limited to the confrontation of the national historical myths of the two countries. Still, it lends new relevance to a more complex web of memes and clichés from the WW2 and Cold War eras, which are reproduced or reinterpreted in the modern media space. The article aims to define the main features and uses of the “Uncle Sam” image in the cartoons of the “Perets” magazine. The research methodology includes observation, content analysis, generalization, comparison, quantification, and data visualization. The source database comprises a total of 168 issues of the “Perets” magazine. Results. It has been found that during the examined period, the maximum presence of “Uncle Sam” in cartoons was in 1952, the height of the Korean War; in 1953, the decline began after Stalin’s death. The visual markers of the character were identified. The existence of an established visual canon of the image of “Uncle Sam” made it recognizable and its “reinvention” unnecessary. Over time, non-classical interpretations of the image rose. Such experiments could become possible if the established image was already known to the audience. The most common companion to “Uncle Sam” in the “Perets” cartoons of the early Cold War era is “John Bull”, a personification of Great Britain. The cartoons reveal the exploitation of the topic of “biological weapons”, consonant with modern Russian narratives of information and semantic warfare. Conclusion. The work highlights previously unexplored aspects of “Uncle Sam” image using quantitative methods and focusing on visual content, namely on the “Perets” cartoons. The …
subject: Article
  topic: section
subject: “Perets” magazine
  topic: keywords
subject: The Pepper
  topic: keywords
subject: cartoon
  topic: keywords
subject: image of an enemy
  topic: keywords
subject: propaganda
  topic: keywords
subject: USSR
  topic: keywords
subject: USA
  topic: keywords
subject: Uncle Sam
  topic: keywords
subject: Cold War
  topic: keywords
creator: Kostiantyn Rodyhin
creator: Heorhii Lavrych
rights: Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0/
date: 2025-11-06
publication date: 2025-11-06
starting page: 94
ending page: 104
doi: 10.21272/Obraz.2025.3(49)-94-104

Ukrainian Gonzo Journalism Within the System of Mass Communication
type: item
description: Introduction. The themes and content of gonzo journalism produced by Ukrainian authors over the past decade have been primarily focused on exposing the imperial nature of Russia’s aggressive war against Ukraine and revealing the sinister aspects of international politics that distort or undervalue the heroic defensive struggle of the Ukrainian people against Kremlin barbarism — a struggle for their natural right to live in an independent, national, and united Ukrainian state. Relevance of the study. The study aims to define and characterize the gonzo-journalistic style and its expressive means, comparing them with the linguistic and stylistic tools of traditional journalism. The comparison is conducted in the context of the author’s conceptual and intentional framework, where verbal and audiovisual codes function jointly to form semantic, emotional, and pragmatic media resources designed to foster civic consciousness and moral-spiritual values among Ukrainians. Methodology. The research methodology is based on general scientific principles of historicism, authenticity, concreteness, functionality, systematicity, cognitive approach, and modeling. Methods of content analysis, intent analysis, document study, observation, generalization, and descriptive analysis were employed. Results. The contemporary model of Ukrainian gonzo journalism relies on diverse heterogeneous components that together create a unified informational image, amplifying and deepening the perception of the material’s meaning as well as the author’s referential, modal, and representative intentions. The distinctive features of Ukrainian gonzo style include rhetorical constructions, grotesque, irony, hyperbole, contrast, antithesis, emotionality, speculation, and a sense of scale. Elements of gonzo stylistics, including the use of non-normative language, are typical of many texts directly or indirectly related to the full-scale Russian-Ukrainian war. Conclusions. For the first time within Ukraine’s i…
subject: Article
  topic: section
subject: gonzo
  topic: keywords
subject: gonzo journalism
  topic: keywords
subject: traditional journalism
  topic: keywords
subject: style
  topic: keywords
subject: journalistic professionalism
  topic: keywords
subject: media
  topic: keywords
subject: audience
  topic: keywords
creator: Paraskoviia Dvoryanyn
creator: Roksoliana Bilous
rights: Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0/
date: 2025-11-06
publication date: 2025-11-06
starting page: 81
ending page: 93
doi: 10.21272/Obraz.2025.3(49)-81-93

Media Oversight in the Procurement Sector: Effectiveness and Institutional Responses
type: item
description: Introduction. Amid increasing demands for transparency and accountability of state institutions, anti-corruption journalism is becoming an important instrument of public oversight. Its effectiveness requires scholarly reflection not through content analysis but through verification of its outcomes. Research relevance. To date, there is a lack of analysis of the mechanisms by which media investigations are transformed into documented managerial and legal decisions, as well as of the nature, pace, and forms of institutional responses to «Nashi Hroshi» publications (January–September 2025). The aim of this study is to assess the level and nature of the effectiveness of media analytics as a tool of public control by examining verified institutional responses. Research Methods. The research applies the method of qualitative case analysis to a purposefully selected and exhaustive sample of cases, as well as temporal and geographical analysis to identify the effectiveness of media oversight in the field of public procurement, to determine the time lag (from publication date to first institutional response), and to describe the spatial coverage of media monitoring. The empirical base includes 14 publications that elicited institutional responses. The target case sample was analyzed according to the following scheme: topic, publication date, date and type of response, and time lag. Results. The study empirically identified the level and nature of media oversight effectiveness in public procurement based on «Nashi Hroshi» cases. A range of institutional reactions was recorded, including contract termination, price reduction, cancellation of procurements, amendment of regulatory acts, and detention of suspects. The level of effectiveness was assessed in terms of temporality. The speed of institutional response correlates with the degree of public resonance and reputational risk. Significant variations in time lags were observed (up to 568 days). Geographically, media oversight…
subject: Article
  topic: section
subject: public procurement
  topic: keywords
subject: analytical publications
  topic: keywords
subject: Nashi Hroshi
  topic: keywords
subject: institutional response
  topic: keywords
subject: case analysis
  topic: keywords
subject: media effectiveness
  topic: keywords
subject: corruption
  topic: keywords
subject: Prozorro
  topic: keywords
creator: Tetiana Bondarenko
rights: Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0/
date: 2025-11-06
publication date: 2025-11-06
starting page: 72
ending page: 80
doi: 10.21272/Obraz.2025.3(49)-72-80

Communicative Specifics of Modern Coffee and Tea Advertising
type: item
description: Introduction. Advertising as a tool of mass communication has undergone significant changes, in particular in the field of promoting everyday products such as coffee and tea. The purpose of their advertising was not only to provide information, but also to create an emotional connection, build a brand image, and influence a certain lifestyle. In the XXI century, coffee and tea are not only drinks, but symbols of identity, ritual, comfort and energy. Relevance of the study. The relevance of the study is due to the need for a deeper understanding of the specifics of communication in the advertising of these drinks, taking into account the cultural context, type of media and digitalization tools. The purpose of the study is to determine the elements of the communicative specifics of coffee and tea advertising in the modern information space. Methodology. The study uses methods of content analysis of advertising messages, comparative analysis of visual and linguistic means, case analysis of advertising campaigns of leading brands (Jacobs, Nescafé, Lavazza, Lovare, Graf, etc.). The tools of semiotics, visual rhetoric and methods of psychological interpretation of triggers that affect consumer behavior are also used. Results. Advertising of coffee and tea forms a clear dichotomy: coffee is a symbol of cheerfulness and status, tea is a symbol of comfort and traditions. Television advertising is emotionally linear, digital is personalized and interactive, with an emphasis on storytelling, metaphors, psychological triggers, and cultural codes. Conclusions. Modern coffee and tea advertising combines aesthetics, culture, and psychology to create an emotional brand. It has transformed into a multidimensional message useful for those who seek authentic and deep communication with the audience. Visual narratives, social values, and the consumer's personal identity play a special role.
subject: Article
  topic: section
subject: advertising
  topic: keywords
subject: digital age
  topic: keywords
subject: storytelling
  topic: keywords
subject: emotional communication
  topic: keywords
subject: online advertising
  topic: keywords
subject: branding
  topic: keywords
creator: Olha Leleka
creator: Kamila Serebrennikova
rights: Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0/
date: 2025-11-06
publication date: 2025-11-06
starting page: 63
ending page: 71
doi: 10.21272/Obraz.2025.3(49)-63-71

Medical Blogs in the Information Society
type: item
description: Introduction. The impact of medical blogs on public health is evidenced by their ability to reach diverse social groups. Video blogs on YouTube are popular among young people who prefer visual content, while older audiences are more drawn to text-based blogs on specialized platforms or those that provide detailed explanations. Relevance and purpose. The development of information technologies in the 21st century has led to the emergence of new forms of communication, including blogs. Medical blogs, as a phenomenon of the information society, have become an important element of the digital space, combining the functions of information dissemination, education, and communication. The article aims to elucidate the distinctive characteristics of medical blogs within the contemporary information society and to examine their influence on public health and the promotion of healthy lifestyles. Methodology. To examine contemporary approaches to the study of the phenomenon of medical blogs, the analytic-synthetic method was used. For this purpose, a survey method was applied, in which 194 respondents voluntarily participated. Their responses were analyzed and systematized using statistical methods and content analysis. Results. In 2024-2025, we invited those interested to take part in a survey and answer several questions. The proposed survey will be an interesting addition to a number of materials on the relevance of preparing medical blogs on various platforms, the characteristics of an important segment in the training of a medical specialist and the development of his professional qualities. Conclusions. The analysis of medical blogs regarding their role in disseminating reliable information and shaping the health of the population has shown their significance in the information society. First, quick access to information and simplicity of presentation are paramount, as they provide information about health and contribute to medical education. Second, medical blogs have a…
subject: Article
  topic: section
subject: information society
  topic: keywords
subject: communication technologies
  topic: keywords
subject: manipulation in online media
  topic: keywords
subject: medical blogs
  topic: keywords
subject: health
  topic: keywords
subject: medical education
  topic: keywords
subject: healthy lifestyle
  topic: keywords
subject: mental health
  topic: keywords
creator: Solomiia Hnatyshyn
rights: Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0/
date: 2025-11-06
publication date: 2025-11-06
starting page: 51
ending page: 62
doi: 10.21272/Obraz.2025.3(49)-51-62

Violence against Women: Recommendations for Ethical Standards in Media Coverage of Events
type: item
description: Introduction. A close examination of media reports on violence against women reveals a growing interest among news outlets in covering this issue and disclosing various aspects and forms of gender-based violence. Relevance of the study. A primary responsibility of the Ukrainian media during the Russo-Ukrainian war is to understand the problems that require constant attention and urgent solutions, namely the protection of vulnerable and marginalized groups of society. The most efficacious method of addressing the issue of violence against women is the provision of accurate and objective news coverage. The article offers a synopsis of the findings from prior studies that focused on various dimensions of psychological and sexual violence against women. It also delineates the primary recommendations for adhering to ethical standards when reporting on a traumatic event in the media. Methodology. The present paper constitutes a study that analyzes and synthesizes extant literature on the subject, thereby identifying, challenging, and developing components of the theory by examining prior work; thus, it is a literature review. The present paper employs an integrative approach. A review of this category often requires a more creative approach to data collection, since the aim is typically not to cover every article ever published on a particular topic, but rather to synthesize views and ideas from different fields or research traditions. Results. It has been asserted that the manner in which violence against women is represented in the media has a significant impact on the public’s comprehension of gender-based violence. Furthermore, it has been posited that the social construction of victim and offender is influenced by media portrayals of violence against women. It has been emphasized that the media frequently frames gender-based violence as a personal rather than a social problem, focusing on the sensational elements of the act itself. Moreover, the presence of sexist st…
subject: Article
  topic: section
subject: gender-based violence
  topic: keywords
subject: ethical norms
  topic: keywords
subject: mass media
  topic: keywords
subject: gender equality
  topic: keywords
creator: Tetiana Khraban
creator: Kyrylo Samoilenko
rights: Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0/
date: 2025-11-06
publication date: 2025-11-06
starting page: 38
ending page: 50
doi: 10.21272/Obraz.2025.3(49)-38-50

The dynamics of nuclear rhetoric of Kremlin propagandists during Russia's full-scale invasion
type: item
description: Introduction. The nuclear rhetoric of the official Kremlin is well-studied, but little attention has been paid to the rhetoric of Russian propagandists, as well as its dynamics. The connections between official rhetoric and the rhetoric of propagandists who pretend to be independent voices from the Kremlin remain unclear. Relevance and purpose. Studying the topic will allow us to understand what communicative strategies and techniques the enemy uses in its information war, the role of individual propagandists who try to justify a possible nuclear strike, as well as the specifics of Russian propaganda, which is revealed as a result of the analysis of the specified case. The purpose of the study: to establish the presence or absence of a connection between the official Kremlin nuclear rhetoric and the rhetoric of propagandists and, based on the analysis, to identify the features of modern Russian propaganda. Methodology. For the research Telegram channels of the most popular Russian propagandists (Soloviev, Zakharova, Voenkor Kotyonok) were studied. The RE module (Python language) was used to search for mentions and collocations, and the Spacy library was used to identify the most popular topics. The results. The study showed that, the rherorics depends on the situation on the front. Attention to this topic was constant throughout all three years, with more mentions in 2022. Propagandists voiced and detailed statements made at the official level in the Kremlin. Conclusions. It was found that the “nuclear theme” or “nuclear threats” is one of the key themes of modern Russian propaganda. Russian propagandists worked in a coordinated manner: increasing or decreasing attention to the topic, in accordance with the official Kremlin rhetoric. This allows us to conclude that modern Kremlin propaganda corresponds to the ideas about “humanitarian/political technologies” that were widespread in the 80s-90s in the USSR, and then in the early years of the Russian Federation. An im…
subject: Article
  topic: section
subject: nuclear rhetorics
  topic: keywords
subject: full-scale Russian invasion
  topic: keywords
subject: Russian propaganda
  topic: keywords
subject: Telegram
  topic: keywords
subject: computer assisted media analysis
  topic: keywords
creator: Natalia Steblina
creator: Vladyslav Boryshchuk
creator: Natalia Bolkhovska
rights: Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0/
date: 2025-11-06
publication date: 2025-11-06
starting page: 27
ending page: 37
doi: 10.21272/Obraz.2025.3(49)-27-37

The phenomenon and problem of deconstruction of colonial narratives: theory and practical perspectives
type: item
description: Introduction. Historical experience has clearly proven that Muscovite rulers aim not only to liquidate Ukrainian statehood but also to destroy Ukrainian identity. In practice, this leads to a consistent colonial policy, including the media promotion of Russian colonial narratives. Our research is devoted to the issue of the deconstruction of colonial narratives. Relevance and Aim. The relevance of the work lies in developing a theoretical basis for formulating a methodology for the deconstruction of colonial narratives in the practice of decolonization of the Ukrainian information environment. The aim of the article is to conceptualize the phenomenon of the narrative as fundamental to the practice of deconstructing colonial narratives. Methodology. The methodology of the proposed research is determined by its theoretical nature. The methods employed were used due to their ability to ensure a comprehensive and objective analysis of the subject of research and to achieve the stated aim. Specifically, the method of information retrieval was used to select scholarly literature dedicated to the chosen issues. The formal-logical method contributed to defining the content of the concepts "narrative" and "deconstruction of narratives." The generalization method was applied to formulate the research conclusions. Results. It is shown that in modern scholarship, attention to the phenomenon of the narrative is dictated by its importance in shaping the values and identity of modern individuals and society through media outlets. The provisions of various concepts within narrative theory that have methodological potential for the effective deconstruction of colonial narratives are summarized. The understanding of the deconstruction of colonial narratives is substantiated as a critical reflection on the entire colonial discourse and its influence on the intellectual, value, and moral aspects of the social life of an ethnic group striving to shed its colonial past and prevent its re…
subject: Article
  topic: section
subject: decolonization
  topic: keywords
subject: deconstruction
  topic: keywords
subject: narrative
  topic: keywords
subject: colonial narratives
  topic: keywords
creator: Yevhen Lukianov
rights: Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0/
date: 2025-11-06
publication date: 2025-11-06
starting page: 18
ending page: 26
doi: 10.21272/Obraz.2025.3(49)-18-26

War in Ukraine: Educating Journalists for Crisis Reporting
type: item
description: Introduction. The article analyzes the challenges and new competencies required of journalists reporting on the war in Ukraine warsince 2022, with particular emphasis on the role of digital technologies, OSINT (open-source intelligence) tools, and generative artificial intelligence. Relevance of the study. In the context of full-scale war, Ukrainian media faced the necessity not only of providing reliable information to the public and countering disinformation, but also of rapidly adapting to new threats such as propaganda, fake news, and deepfakes. Methodology. The study is based on case analyses of Ukrainian journalists’ activities, the use of digital verification tools, and a review of scientific literature and media materials from 2022–2025. Advanced search techniques and analytical tools such as PinPoint and Notebook LM were employed to identify a catalogue of the most important tools and competencies essential for journalistic work in wartime conditions. Results. The findings indicate that key skills include the use of open sources, data analysis, fact-checking, and proficiency with AI tools, all while adhering to principles of ethics and information security. Conclusions. The experiences of Ukrainian media highlight the necessity of continuous journalist education in new technologies and the development of resilience to informational and psychological pressure from adversaries. The article formulates recommendations for journalism education, emphasizing the need to develop a catalogue of digital tools and competencies that will enable the media to maintain standards of reliability and credibility in times of crisis.
subject: Article
  topic: section
subject: media
  topic: keywords
subject: journalism
  topic: keywords
subject: Ukraine
  topic: keywords
subject: war
  topic: keywords
subject: education
  topic: keywords
subject: crises
  topic: keywords
subject: OSINT
  topic: keywords
subject: AI
  topic: keywords
subject: technologies
  topic: keywords
creator: Krzysztof Kowalik
creator: Iryna Liashenko
creator: Olena Bondarenko
rights: Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0/
date: 2025-11-06
publication date: 2025-11-06
starting page: 6
ending page: 17
doi: 10.21272/Obraz.2025.3(49)-6-17

White Day. Road
type: item
description: Our military present, the search for truth in the context of staggering social and geopolitical upheavals, Ukrainian studies as a component of the national cultural discourse – the author reflects on all this on the pages of the book, full of faith in himself, his people, and his country. Sydorzhevsky Mykhailo. On the verge of light and darkness: journalism 2015–2023. Kyiv: Lira-K publishing house, 2024. 384 p.
subject: Article
  topic: section
creator: Alla Kobynets
rights: Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0/
date: 2025-09-09
publication date: 2025-09-09
starting page: 198
ending page: 203
doi: 10.21272/

The book "Ukrainian Thought and Song in the World" and its surroundings (From the archive of Hryhoriy Nudga)
type: item
description: The published part of the materials from the archive of Hryhoriy Nudga presents for the first time the beginning of the difficult history of preparation for the publication of the book «Ukrainian Duma and Song in the World», which, having overcome all obstacles on the way to its reader, was published after the death of its author only in 1997 (the first book) and 1998 (the second book), although he began work on it with the publication of the article «Ukrainian Song Abroad» in the 11th issue of the magazine «Vitchyzna» in 1958.
subject: Article
  topic: section
subject: Ukrainian duma
  topic: keywords
subject: Ukrainian song
  topic: keywords
subject: world
  topic: keywords
subject: recognition
  topic: keywords
subject: glory
  topic: keywords
subject: communication
  topic: keywords
creator: Oleksii Vertii
rights: Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0/
date: 2025-09-09
publication date: 2025-09-09
starting page: 179
ending page: 197
doi: 10.21272/Obraz.2025.2(48)-179-197

Transforming Media Education to Counter Disinformation: Fact-Checking, StratCom, AI
type: item
description: Introduction. Disinformation is a major threat to democracy, exacerbated by the pandemic and the war in Ukraine. Artificial Intelligence (AI) amplifies the spread of propaganda. Media education, by fostering critical thinking, is key to countering hybrid threats and requires an innovative approach in the digital age. Research Objective. The study aims to identify key strategies and approaches for countering disinformation within university media education. Methodology. The study employs analysis, synthesis, and content analysis methods, enabling the identification of key transformations in media education and the examination of European university curricula integrating media, digital, and AI literacy, as well as strategic communications. Results. The role of media literacy as a multidimensional competency was explored, encompassing access, analysis, evaluation, and content creation, as well as the development of critical thinking in digital environments. Practices integrating fact-checking, strategic communications, and digital literacy into educational processes were analyzed. Key trends include combining media education with practice, interdisciplinarity, digitalization of learning, and the introduction of AI literacy to address contemporary challenges. Conclusions. The study underscores the critical role of integrating media literacy into education as a factor in building resilience against informational threats. The rise of AI necessitates supplementing traditional media education with digital and AI literacy. Major trends include the integration of media education with practice, interdisciplinarity, and digitalization. Beyond fact-checking, strategic communications and counter-narratives are increasingly vital in combating disinformation. Particular emphasis is placed on AI literacy, which includes understanding AI principles, ethics, and societal impacts to prepare for digital challenges.
subject: Article
  topic: section
subject: media education
  topic: keywords
subject: media literacy
  topic: keywords
subject: disinformation
  topic: keywords
subject: AI
  topic: keywords
subject: fact-checking
  topic: keywords
subject: narrative
  topic: keywords
subject: strategic communications
  topic: keywords
creator: Viktoriia Romaniuk
rights: Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0/
date: 2025-09-09
publication date: 2025-09-09
starting page: 168
ending page: 178
doi: 10.21272/Obraz.2025.2(48)-168-178

Video Book Trailer as an Educational Priority for Media Professionals
type: item
description: Introduction. This paper addresses the significance of video book trailers in the educational process of training future media professionals, as they offer an opportunity to integrate multiple educational and professional programs through original video content. Relevance and Purpose. The article emphasizes that, as a cross-media product, video book trailers hold professional relevance in understanding current trends in screen culture for publishers, advertisers, producers, journalists, cinematographers, screenwriters, directors, and television presenters. Methodology. By combining metric tracking methods, content analysis, and interview and communication techniques, the study proposes approaches and methods that can be applied in the educational process and used by students from various educational and professional programs to create successful video book trailers. Results. A classification of video book trailers is proposed, integrating insights and practices from previous studies and clarifying the criteria related to sound, visuals, content, and form in their creation. The classification also highlights different types of video book trailers, forming a typology based on the theory and practice of broadcast journalism, cinematography, and audiovisual arts. Special attention is given to the monetization of video book trailers as one of the key concepts in media education, focusing on the skills and abilities required to transform book visualization into a source of income. The process of creating visual images, scenes, and characters that convey a book’s events, atmosphere, and content becomes an economic indicator, a source of profit, a competitive advantage, and a process of converting creativity into monetary value. Conclusions. Video book trailers also serve as a means of promoting the students themselves as authors. They are an effective tool for future media professionals to find employment with television or radio companies, YouTube projects, or online radi…
subject: Article
  topic: section
subject: history of book trailers
  topic: keywords
subject: educational process
  topic: keywords
subject: classification of audio and video book trailers
  topic: keywords
subject: media content monetization
  topic: keywords
subject: student projects
  topic: keywords
subject: content competition
  topic: keywords
creator: Vita Goian
creator: Oles Goian
rights: Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0/
date: 2025-09-09
publication date: 2025-09-09
starting page: 154
ending page: 167
doi: 10.21272/Obraz.2025.2(48)-154-167

Political consulting in France: strategies, methodologies, innovations
type: item
description: Introduction. Political consulting methodologies, successfully tested by foreign specialists, serve not only as models but also as guidelines for action, sources of ideas, and a basis for the development and further transformation of political life in Ukraine. The relevance of this research is determined by the importance of political communication in Ukraine and the challenges of shaping its culture. The achievements of French political consultants will undoubtedly enrich domestic practices of electoral communication and stimulate innovation and improvement. The purpose of the study is to conceptualize the electoral experience of prominent French political consultants in order to assess the feasibility of applying their tested strategies in the national context. The chosen research methods include the historical-critical approach, content analysis, comparative analysis, as well as systematization and generalization. Research results provide: systematized information on the development of political consulting in France; a holistic understanding of models and methods of consulting in the political sphere and election campaigns during the Fifth French Republic; knowledge of political consulting in France as a process that requires strategic decision-making and rationally designed tactics. Conclusions. The time-tested and well-proven electoral strategies of both leading figures and young professionals in French political consulting represent more than accumulated experience. They are worthy models for study and, at the same time, potentially adaptable frameworks of political communication that may find modern applications through mediatization and digitalization in Ukraine’s electoral processes.
subject: Article
  topic: section
subject: political consulting
  topic: keywords
subject: electoral strategies
  topic: keywords
subject: electoral technologies
  topic: keywords
subject: innovative models of political consulting
  topic: keywords
creator: Nataliia Hrytsiuta
rights: Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0/
date: 2025-09-09
publication date: 2025-09-09
starting page: 138
ending page: 153
doi: 10.21272/Obraz.2025.2(48)-138-153

Media Producing Model Integrating Artificial Intelligence into Publishing Processes
type: item
description: Introduction. Digital transformation and the rapid advancement of artificial intelligence have necessitated a rethinking of publishing workflows and professional roles in the media industry. Traditional content production models are increasingly giving way to algorithmic and hybrid formats. Relevance and Aim. The relevance of this study lies in the need to design an innovative model of media producing that responds to the challenges of the digital era, particularly the integration of AI into key stages of the production cycle and the related changes in competence requirements for media producers. A special focus is placed on the Ukrainian context, where the profession of media producer is still in the process of formation. Methodology. The research applied systems, comparative, and content analysis of educational programs and job descriptions; case analysis of practices of global and local publishing and media organizations (Springer Nature, Elsevier, Bloomberg, “#Naukaprosto”); and qualitative analysis of expert survey involving specialists in digital media producing. Results. The study identified the main directions of transformation associated with AI integration into publishing processes: automation of content creation; optimization of distribution and personalization; and restructuring of the media producer’s role from coordinator to “human-algorithm” integrator. A conceptual model of media producing was characterized, and critical competences of the modern media producer were highlighted: prompt engineering, hybrid team management, AI-based decision-making, and ensuring the ethicality of automation. Based on a SWOT analysis, conclusions were summarized regarding the advantages and limitations of implementing the innovative model of media producing with AI integration into publishing processes. Further research directions were outlined, particularly aimed at minimizing risks and addressing deficiencies. Conclusions. The proposed model defines the media producer…
subject: Article
  topic: section
subject: media production
  topic: keywords
subject: artificial intelligence
  topic: keywords
subject: interactive technologies
  topic: keywords
subject: publishing process transformation
  topic: keywords
subject: publishing industry
  topic: keywords
creator: Oleksii Sytnyk
rights: Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0/
date: 2025-09-09
publication date: 2025-09-09
starting page: 126
ending page: 137
doi: 10.21272/Obraz.2025.2(48)-126-137

Transformation of Editorial Functions in the Era of Cross-Media Educational Content
type: item
description: Introduction. The rapid digitalization of the educational process and the integration of cross-media formats into educational publishing necessitate a fundamental rethinking of editorial approaches. The lack of comprehensive research into editorial workflow transformations in the development of textbooks with interactive digital components increases the relevance of this topic. Relevance and Purpose. This study aims to identify changes in the production processes of educational publishing caused by the implementation of the cross-media textbook. The primary objective is to identify changes in the competencies and functions of editors resulting from transformations in editorial and publishing processes in educational book publishing, influenced by cross-media production. Methodology. The research employed a questionnaire survey of editors working in educational publishing, along with a comparative analysis of editorial practices in journalism and publishing, taking into account current media convergence trends. Results. The findings show that the shift toward cross-media production requires the expansion of editorial teams with IT specialists, the modernization of internal communication, and the acquisition by editors of skills related to digital content creation and evaluation, universal design, and project management. The study also revealed a low level of systematic professional development for editors and a lack of internal standards for working with digital content in publishing houses. Conclusions. This study is the first to summarize editorial and production transformations in Ukraine’s educational publishing sector under the influence of cross-media technologies. It proposes the development of a technological roadmap for creating printed textbooks with electronic interactive supplements, the implementation of training programs for adapting editorial competencies, and the establishment of a professional development system for editors. These measures aim to ens…
subject: Article
  topic: section
subject: cross-media textbook
  topic: keywords
subject: cross-media
  topic: keywords
subject: convergence
  topic: keywords
subject: multiplatform production
  topic: keywords
subject: electronic textbook
  topic: keywords
subject: electronic educational resources
  topic: keywords
subject: digital content
  topic: keywords
subject: educational publishing houses
  topic: keywords
subject: editorial teams
  topic: keywords
creator: Olena Herasymova
rights: Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0/
date: 2025-09-09
publication date: 2025-09-09
starting page: 113
ending page: 125
doi: 10.21272/Obraz.2025.2(48)-113-125

The Transformation of the Interview Genre in French Sports Media
type: item
description: Introduction. In French sports journalism, the interview is a key genre that provides direct access to the thoughts of athletes and coaches. Digital transformation, social media, and changing audience preferences have led to significant shifts in this genre. This study analyzes the evolution of the form and function of interviews in leading French publications, addressing a gap in the systematic exploration of the topic. Relevance and purpose. The relevance of the study stems from the rapid development of media and the need to comprehend changes in sports journalism that reflect current content consumption trends and technological innovation. The purpose is to identify the key trends in the transformation of the interview genre in French sports media, to evaluate the impact of digital technologies on its form and functions, and to assess their effect on audience perception. Methodology. A comprehensive approach is applied, including content analysis of interviews in L’Équipe, Le Figaro, and France Football (2015–2025), comparative analysis of traditional and multimedia formats, discourse analysis of sociocultural topics, and case study analysis. Results. The share of text-based interviews decreased from 70% (2020) to 45% (2025), while multimedia formats (videos, podcasts, and Q&A sessions on social media) rose from 15% to 40%. The informative function remains dominant (60%), but the entertainment (25%) and socially responsible (15%) functions have gained importance. Interactivity – especially through social media – has increased audience engagement. Text interviews have become shorter (800–1200 words) and more informal. Conclusions. The study highlights the adaptation of the interview genre to digital and interactive formats, offering a new perspective on its role in French sports media. The findings are significant for both journalistic practice and media education. Future prospects of the research may explore the influence of artificial intelligence and global tre…
subject: Article
  topic: section
subject: sports journalism
  topic: keywords
subject: interview
  topic: keywords
subject: French media
  topic: keywords
subject: multimedia formats
  topic: keywords
subject: content analysis
  topic: keywords
subject: digital technologies
  topic: keywords
subject: audience
  topic: keywords
subject: promotion
  topic: keywords
subject: podcasts
  topic: keywords
subject: social media
  topic: keywords
creator: Bohdan Isaiev
rights: Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0/
date: 2025-09-09
publication date: 2025-09-09
starting page: 107
ending page: 112
doi: 10.21272/Obraz.2025.2(48)-107-112

Institutional Response to Journalistic Investigations: An Analysis of Efficacy Based on 2025 Case Studies
type: item
description: Introduction. In the face of existential challenges for Ukrainian statehood, investigative journalism functions as a key tool of democratic control, but its real effectiveness often remains outside the focus of scholarly interest. Our research was initiated to fill the gap in understanding the mechanisms by which media revelations are transformed into specific managerial and legal consequences. Relevance and purpose. The relevance of the work lies in shifting the research focus from the analysis of the content of investigations to their consequences – the documented institutional response of the state. The goal is to assess the level of effectiveness of journalistic investigations as a tool of public control and accountability in wartime. Methodology. The research is based on a two-stage methodology. At the first stage, a targeted search for relevant publications was conducted using Google News tools, using key queries («after investigation», «after publication») and time filters to identify news about the government's response in 2025. At the second stage, a qualitative case analysis method was applied to 12 selected cases to study in depth the forms, types, and dynamics of interaction between the media and the authorities. Results. The analysis revealed a wide range of institutional responses: from immediate personnel decisions to long-term criminal proceedings. It is confirmed that the effectiveness of Ukrainian journalism has a transnational dimension that can initiate legal processes in EU countries. Significant time lags between investigation and response, reaching more than 800 days, as in the high-profile case of the Ministry of Defense procurement («eggs for 17 UAH»), were identified. The geography of the cases covers almost all macro-regions of Ukraine, which indicates the systemic nature of the public control mechanism. Conclusions. The study proves that the documented reaction of the authorities is a measurable indicator of the effectiveness of investiga…
subject: Article
  topic: section
subject: investigative journalism
  topic: keywords
subject: institutional response
  topic: keywords
subject: case study
  topic: keywords
subject: online media
  topic: keywords
subject: public procurement
  topic: keywords
subject: reaction
  topic: keywords
subject: government
  topic: keywords
subject: media effectiveness
  topic: keywords
creator: Ihor Darmostuk
rights: Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0/
date: 2025-09-09
publication date: 2025-09-09
starting page: 93
ending page: 106
doi: 10.21272/Obraz.2025.2(48)-93-106

Crisis Communications of Ukrainian Media During the Period of Full-Scale Invasion: Theoretical Aspect
type: item
description: Introduction. The article examines the issue of crisis communications of Ukrainian online media in the context of Russia’s full-scale invasion of Ukraine. It is emphasized that modern media operate in a dual crisis – both military and informational – which increases social vulnerability and requires new approaches to communication strategies. Relevance and Purpose. The relevance of the study is determined by the need for a theoretical understanding of the role of media in overcoming crisis situations, countering disinformation, and strengthening societal resilience. The purpose of the article is to analyze theoretical approaches to the essence of crisis communications in journalism and to outline their specificity in the Ukrainian information space during wartime. Methodology. The study is based on a review of scholarly works by Ukrainian and foreign researchers. Methods of analysis and synthesis were applied to systematize academic approaches; the comparative method was used to identify differences in crisis communication concepts; and the descriptive method was employed to represent the results. Results. The study found that crisis communications represent a complex process of information management under conditions of uncertainty, aimed at minimizing the negative consequences of crisis situations and building trust. Ukrainian media during the war play a key role in countering disinformation campaigns, maintaining public morale, and consolidating society. The main tools of crisis communications include the nationwide television marathon United News, fact-checking initiatives, as well as the use of social media and mobile applications. Despite the relatively high effectiveness of these practices during the crisis, several issues were identified: superficial coverage, deviation from journalistic standards, and audience information overload. Conclusions. Crisis communications in Ukrainian online media today serve not only as a tool for timely information delivery but…
subject: Article
  topic: section
subject: crisis communications
  topic: keywords
subject: media
  topic: keywords
subject: crisis
  topic: keywords
subject: communication strategies
  topic: keywords
subject: full-scale invasion
  topic: keywords
subject: information security
  topic: keywords
creator: Andrii Bystrov
rights: Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0/
date: 2025-09-09
publication date: 2025-09-09
starting page: 81
ending page: 92
doi: 10.21272/Obraz.2025.2(48)-81-92

Recognition of Disinformation in Telegram: Analysis of Signs and Mechanisms of Spread
type: item
description: Introduction. During the full-scale Russian-Ukrainian war, the Telegram platform became one of the leading sources of news for Ukrainians. The messenger's features – anonymity, lack of centralized moderation, and active use by Russian entities – have turned it into a powerful tool for spreading disinformation. This poses serious challenges to information security, which has led to the need for this study. Relevance and purpose. Despite the high popularity of Telegram, the structural, linguistic, and visual features of disinformation on this platform remain insufficiently studied, especially in the Ukrainian context. The purpose of the study is to identify typical structural, linguistic, and visual features of disinformation content on Telegram, analyze the mechanisms of its dissemination among the Ukrainian audience, and develop a universal system for identifying such messages. Methodology. The study is based on a content analysis of five popular Telegram channels that systematically broadcast pro-Russian narratives to the Ukrainian audience. The sample is based on the data from the TGStat.ru catalog. The analysis covers messages published in June 2025. The descriptive-analytical method, content analysis, and classification method were used to systematize the results. Results. It has been established that disinformation content on Telegram is characterized by emotionally colored language, manipulation of facts, lack of references to official sources, use of generalizations, and forged documents. Most channels remain anonymous, which makes it impossible to bring them to justice for spreading fakes. The main mechanisms for spreading disinformation are anonymity, networking, the creation of information echo chambers, and retransmission through related resources. Conclusions. The identified structural, linguistic, and visual signs of disinformation in Telegram can become the basis for the development of effective tools for detecting and counteracting disinformation camp…
subject: Article
  topic: section
subject: disinformation
  topic: keywords
subject: Telegram
  topic: keywords
subject: Russian propaganda
  topic: keywords
subject: information warfare
  topic: keywords
subject: messengers
  topic: keywords
subject: anonymous channels
  topic: keywords
subject: artificial intelligence
  topic: keywords
subject: information security
  topic: keywords
subject: fake news
  topic: keywords
subject: digital threats
  topic: keywords
creator: Olena Churanova
rights: Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0/
date: 2025-09-09
publication date: 2025-09-09
starting page: 75
ending page: 80
doi: 10.21272/Obraz.2025.2(48)-75-80

Telegram channels as objects of medialogy analysis: scope of influence and limits of responsibility
type: item
description: Introduction. In today’s information space, Telegram channels are not only innovative media agents but also creators of social narratives and mechanisms for the collective perception of reality. An interdisciplinary medialogy’s analyse of their content allows us to assess the extent of their influence and responsibility, while promoting the development of information culture through adherence to ethical and professional standards. Relevance of the study. The relevance of the topic is determined by the need to understand the role of Telegram channels as leading actors in the media space, their influence on the formation of social meanings, and the boundaries of responsibility in the context of dynamic digital transformations. The purpose of our article is to determine the compliance of Ukrainian Telegram channels’ content with the key principles of medialogy through a comprehensive analysis, thereby contributing to the optimization of communication practices and the enhancement of the social responsibility of these platforms. Methodology. An interdisciplinary set of methods was employed, including a qualitative content analysis of materials from the Telegram channel «Truha». Channel ratings were analyzed using data from TGStat and other platforms, along with an examination of the linguistic, emotional, and ethical aspects of content in the context of key components of media-logical analysis. Results. It has been established that the «Truha» channel, the leader in terms of subscriber numbers (according to TGStat data), is both an influential and controversial actor in the digital media space. Analysis of its publications revealed a low level of compliance with media standards, particularly regarding ethics, source transparency, and contextual responsibility. The channel’s popularity stems from the emotional intensity of its content, thematic selectivity, and reactive style, highlighting the need for transparent, analytical, and responsible communication practices. Con…
subject: Article
  topic: section
subject: Telegram channels
  topic: keywords
subject: medialogy
  topic: keywords
subject: content
  topic: keywords
subject: responsibility
  topic: keywords
subject: digital communication
  topic: keywords
subject: media literacy
  topic: keywords
creator: Ievgeniya Kyianytsia
rights: Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0/
date: 2025-09-09
publication date: 2025-09-09
starting page: 64
ending page: 74
doi: 10.21272/Obraz.2025.2(48)-64-74

Telegram as Information Fast Food: Changing Tastes in Ukrainian Media Audiences
type: item
description: Introduction. Russia's full-scale invasion of Ukraine has caused significant transformations in the country's media landscape. Traditional media have partially lost their positions, giving way to new communication platforms, particularly messengers. The audience's transition to the Telegram platform has become especially noticeable, as it has become a leading source of information, particularly among young people. Relevance and Purpose. The relevance of this research is driven by the rapid change in media consumption during wartime and the need to understand new trends in mass communication. The study aims to identify the peculiarities of media consumption transformation among university students and analyze the advantages and disadvantages of Telegram as a dominant information source under martial law. Methodology. The research is based on a survey of 414 students from Taras Shevchenko National University of Kyiv and Borys Grinchenko Kyiv Metropolitan University. Quantitative analysis methods were used to process survey data and qualitative analysis to determine the characteristics of the Telegram platform. Results. The study revealed that 93% of surveyed students primarily receive news from social networks, with Telegram being the undisputed leader (89.6%). However, only 40.4% of respondents trust social networks as an information source. Notably, 29.8% of users don't know the owners of any information channels they use. The main advantages of Telegram (speed, functionality, accessibility) and disadvantages (information verification issues, lack of accountability, security risks) were identified. Conclusions. The research confirms a radical change in young people's media content consumption during wartime. Telegram has become the dominant platform for news consumption, displacing traditional media. However, low trust levels and a significant number of anonymous sources create information security risks. This necessitates developing new approaches to media regulati…
subject: Article
  topic: section
subject: media consumption
  topic: keywords
subject: social networks
  topic: keywords
subject: Telegram
  topic: keywords
subject: martial law
  topic: keywords
subject: information security
  topic: keywords
subject: media literacy
  topic: keywords
subject: messengers
  topic: keywords
subject: news channels
  topic: keywords
subject: media transformation
  topic: keywords
creator: Volodymyr Hrysiuk
creator: Maria Yefimova
creator: Andrii Borets
creator: Valentyna Kozak
rights: Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0/
date: 2025-09-09
publication date: 2025-09-09
starting page: 56
ending page: 63
doi: 10.21272/Obraz.2025.2(48)-56-63

The Specifics of Podcasting Development in 2020–2025
type: item
description: Introduction. The effectiveness of podcasting as both an informational and marketing tool largely depends on how well podcasters and advertisers take into account key trends in its development, which are shaped by changes in the external environment and reflect the fundamental needs of society. Relevance and Purpose. The relevance of this study is driven by the rapid development of information technologies, platforms, and services that directly influence audience preferences and tastes, as well as the evolution of media channels, including podcasting. On the other hand, the topic remains insufficiently explored. The aim of this article is to examine the transformations in podcasting during the period from 2020 to 2025, taking into account the factors that influenced its development. Methodology. The study employs an analysis of scientific articles, statistical data published in authoritative sources and on podcast platforms, analytical publications from media outlets and official representatives of Spotify, YouTube, Apple, etc., alongside methods of data systematization and generalization. Results. The main factors that have influenced the development of podcasting in recent years are the 2020–2021 pandemic, which activated both podcasters and listeners during this period; the growing public interest in short-form video; the increase in trust in podcast advertising, especially host-read ads, observed since 2020; and the development of AI, the growing interest in which suggests its further active use in podcasting, particularly given that there are already podcasts fully voiced by AI. Conclusions. Five main external environmental changes (factors) that have influenced the development of podcasting have been identified: the pandemic; the spread of YouTube and TikTok; the development of podcast listening platforms; the increased trust in podcast advertising; and the development of artificial intelligence. It has been established that the main changes in the field of po…
subject: Article
  topic: section
subject: podcasting
  topic: keywords
subject: podcast consumption
  topic: keywords
subject: media activity
  topic: keywords
subject: media environment
  topic: keywords
subject: advertising
  topic: keywords
creator: Tetiana Bulakh
creator: Olena Kulykova
rights: Copyright (c) 2025 https://creativecommons.org/licenses/by/4.0/
date: 2025-09-09
publication date: 2025-09-09
starting page: 45
ending page: 55
doi: 10.21272/Obraz.2025.2(48)-45-55