https://repository.hneu.edu.ua/handle/123456789/33419 Fri, 26 Jun 2026 10:04:21 GMT 2026-06-26T10:04:21Z https://repository.hneu.edu.ua/handle/123456789/41042 Назва: The development of creative industries in media in a digital environment Автори: Prosianyk O.; Zyma O.; Katarzyna Nobis-Wlazło Короткий огляд (реферат): The relevance of the research lies in the transformation of the media part of creative industries under the influence of digital technologies and large-scale socio-political upheavals (full-scale war, economic shocks), which radically changed the mechanisms of production, distribution and monetisation of media content. The aim of the study was to analyse the development trends of the media creative industries in Ukraine during 2022-2025, assess economic losses and recovery needs, identify key barriers, and propose targeted policies to strengthen the sector. The methods used in the research included a systematic analysis of national and international reports, content analysis of scientific publications, statistical data analysis and a comparative approach, content analysis of industry data, comparative analysis of subsectors (film, publishing, advertising, online media), as well as synthesis of findings from studies conducted by the Lviv Media Forum and UNESCO. The obtained results showed that the war caused significant losses: about 28% of media outlets suspended their activities, and the estimated potential losses of the sector amount to hundreds of millions of dollars. Despite the publishing industry demonstrating some resilience, advertising budgets have shifted toward digital platforms. As a result of the study, it was established that the Ukrainian media suffered significant losses in 2022-2025; at the same time, the digital segment has grown, the market share of online media has increased, and the level of media literacy among the population has improved. The practical value of the research lies in formation of recommendations for the sustainable growth of the creative industries in the media sector, particularly in the areas of digitalisation, investment attraction, and integration into the European cultural space. The practical value of the research also includes proposed measures such as proposals for a programmes to increase digital competence, tax incentives for media export projects, and modelling of hybrid financing for film and publishing – all of which can be used by the government, donors, and market participants. Thu, 01 Jan 2026 00:00:00 GMT https://repository.hneu.edu.ua/handle/123456789/41042 2026-01-01T00:00:00Z https://repository.hneu.edu.ua/handle/123456789/41041 Назва: Culture of Public Media Communication in the Digital Age: Identification and Analysis of Anomalous Phenomena Автори: Shulska N.; Zinchuk R.; Koliada E.; Afanasieva O.; Demeshko I.; Yatsenko H. Короткий огляд (реферат): The article provides a comprehensive analysis of the culture of modern public media communication in the conditions of a digitalized information space and martial law, when public sensitivity to the quality of news content is growing. The research material was the broadcast of the telemarathon "United News" and the First Channel Suspilne for 2026. Violation of the reliability standard was observed in the use of video materials from anonymous or hostile Telegram channels without proper verification, as well as in the use of pseudo-links or generalized formulations that do not allow identifying the source. Violation of the information accuracy was manifested in cases of inconsistency between the verbal and visual components of the message, which complicates its correct perception. Separately, systemic manifestations of incomplete information, implemented through fragmentary or generalized messages without proper context, were identified. Violation of the accessibility standard is associated with excessive use of specialized terminology, foreign language borrowings, abbreviations, and neologisms of the digital environment, which, without explanation, reduce the level of intelligibility of news for a wide audience. Such linguistic units, although reflecting recent trends in the development of media language, at the same time complicate the communicative effectiveness of messages. Emotional-evaluative and stylistic norms are systematized, in particular, the active use of metaphors, epithets, hyperbolized constructions, and inserted evaluative elements by presenters. Such means, without expanding the actual content, form subjective semantic accents and shift the balance between fact and comment. At the same time, in the context of military discourse, individual evaluative elements can acquire a pragmatically justified character, performing the function of emotional consolidation of the audience. Excessive authorization markers and means of emphasis that violate the principle of neutrality of news presentation, as well as unfounded generalizations, assumptions, and inappropriate personal comments during live transmission are also identified. It is generalized that the anomalous elements of modern public media communication arise due to the influence of digital environment, the high speed of information dissemination, competition for audience attention, and the growing role of emotional component in the news. Their systematization makes it possible to outline the main risks of the media space transformation and determine the prospects for improving the quality of information broadcasting through consistent adherence to professional standards, language, and ethical norms. Thu, 01 Jan 2026 00:00:00 GMT https://repository.hneu.edu.ua/handle/123456789/41041 2026-01-01T00:00:00Z https://repository.hneu.edu.ua/handle/123456789/40931 Назва: Особливості бренду військового проєкту в контексті стратегічних комунікацій Автори: Садрицька С. В. Короткий огляд (реферат): У публікації розглянуто особливості формування бренду військового проєкту в контексті стратегічних комунікацій. Проаналізовано роль бренду у забезпеченні впізнаваності, довіри, суспільної підтримки та ефективної взаємодії з цільовими авдиторіями в умовах війни. Визначено основні складові бренду військового проєкту: назву, візуальну айдентику, місію та цінності, репутацію і стиль комунікації. Обґрунтовано відмінності між комерційним та військовим брендингом, що полягають у меті, рівні соціальної відповідальності, етичних вимогах та ціні комунікаційних помилок. Особливу увагу приділено значенню символіки, автентичності, безпекових обмежень та підтримці довіри суспільства. Зроблено висновок, що бренд військового проєкту є важливим інструментом стратегічних комунікацій, який сприяє консолідації суспільства, підтримці сил оборони, залученню ресурсів та формуванню позитивного іміджу військових структур і держави. Thu, 01 Jan 2026 00:00:00 GMT https://repository.hneu.edu.ua/handle/123456789/40931 2026-01-01T00:00:00Z https://repository.hneu.edu.ua/handle/123456789/40844 Назва: Ageism in advertising: forms and mechanisms of manipulative influence Автори: Ivanova I.; Babaieva O. Короткий огляд (реферат): The article presents the main theoretical positions that define advertising theory as a distinct research paradigm. The manipulation of the most sensitive social issues and of social and cultural stereotypes makes advertising not only a part of marketing strategies, but also a sphere in which the core component of communication is the manipulation of the audience's consciousness. The study focuses on the philosophy of ageism, which is exploited in advertising narratives as an element of insight and as a play on stereotypical notions widespread in contemporary societies. The aim of the study is to examine the concepts of advertising, advertising discourse, and manipulation in advertising, with particular attention to the ways and formats through which ageist narratives are promoted in the fashion and beauty industry. Future research should address the transformation of advertising narratives devoted to sensitive topics in accordance with changes in ideology and social attitudes. Thu, 01 Jan 2026 00:00:00 GMT https://repository.hneu.edu.ua/handle/123456789/40844 2026-01-01T00:00:00Z