No. 1 (50) (2026), Image
No. 1 (50) (2026)

Typology of ESG-communications in corporate discourse in Ukrainian media

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https://doi.org/10.21272/Obraz.2026.1(50)-6-17
Published 2026-03-10
Anastasiia Zelinska
PhD (Social Communication), Taras Shevchenko National University of Kyiv, Kyiv, Ukraine, Corresponding author
https://orcid.org/0000-0001-7271-5361
Tetiana Krainikova
D.Sc. (Social Communications), Professor, Taras Shevchenko National University of Kyiv, Kyiv, Ukraine
https://orcid.org/0000-0002-2132-2020
Svitlana Vodolazka
D.Sc. (Social Communications), Associate Professor, Taras Shevchenko National University of Kyiv, Kyiv, Ukraine
https://orcid.org/0000-0003-1019-5828
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Keywords

media organisation
corporate discourse
corporate communications
ESG
corporate social responsibility
greenwashing

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Zelinska, A., Krainikova, T., & Vodolazka, S. (2026). Typology of ESG-communications in corporate discourse in Ukrainian media. Obraz, 1 (50), 6-17. https://doi.org/10.21272/Obraz.2026.1(50)-6-17
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Abstract

Introduction. The ESG (Environmental, Social, Governance) approach is now a comprehensive management and communication paradigm. The study was initiated by the need to examine how sustainability principles are integrated into media discourse in conditions of military instability, when traditional development models require radical revision.

Relevance of the study. The relevance is due to the insufficient study of the industry specifics of ESG communications in the media sphere, where they are often viewed only as a tool for reputation management. The purpose of the article is to develop a typology of ESG communications that are part of the corporate discourse of Ukrainian media.

Methodology. The study is based on a qualitative analysis of public corporate materials (reports, policies, codes, thematic sections of websites, interviews) and a multiple case study of 53 ESG-relevant practices of eight organisations: 1+1 Media, Starlight Media, Film. Ua Group, Suspilne, Future Media, Tavr Media, Burda Media Ukraine, and Ranok Publishing House. The typology was conducted using a mixed logic with elements of diachronic comparative analysis.

Results. It has been established that the implementation of ESG in Ukrainian media is fragmentary and asynchronous, with communications often preceding real management changes. The most marginalised component is environmental (E), while social (S) dominates, having transformed during the war into an instrument of organisational stability. The governance component (G) shows significant polarisation between the declarative statements of commercial media and the systemic mechanisms of public broadcasters.

Conclusions. The study is the first to develop a typology of ESG communications in the corporate discourse of Ukrainian media in the context of current social challenges (2020–2025). The results are of practical importance for the development of sustainable media strategies and the minimisation of greenwashing risks in times of crisis.

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