Qualitative transformations in media-political space of Ukraine

Abstract

Introduction. At present, political scientists are stating the crisis of traditional politics. Due to the lack of trust in professional politicians in the world, the men of show business are winning the election. A similar phenomenon is observed in Ukraine, where the showman V. Zelensky won the last presidential election. His political campaign was conducted with the use of social networking resources and transformed genres of political communication, which attracted the attention of young people and citizens who are tired of traditional politics. The relevance of the study is related to the need to examine the transformations that have happened in the Ukrainian media system in 2019. The purpose of the article is to describe the changes in political communication in Ukraine. Methods. The study was conducted by methods of modeling, comparative analysis and media monitoring. Results. In political communication, there are new genres: move- interviews, press marathons, stadium debates, appeals instead of the incumbent president. Their characteristic features are the democratization of language, the use of the latest technical means, a move from political formality and seriousness, the use of humor, intimation, the creation of the effect of involvement. The reasons for the transformation of traditional genres of political communication are the transition of political discourse into a show format, the presence of a contrasting image of the opponent, global political and digital trends. Conclusions. The article first describes the transformation of genres of political communication during and after the 2019 election campaign in Ukraine, and its factors. The results of the study can be applied in the preparation of the next political campaigns. The experience of the election campaign in Ukraine has shown the effectiveness of using modified genres of political communication.