Academic journal article Global Media Journal

Ukraine in World Media Content: Problematic and Thematic Aspects

Academic journal article Global Media Journal

Ukraine in World Media Content: Problematic and Thematic Aspects

Article excerpt


Of great importance is the way the world perceives Ukraine in the context of globalization as the highest level of the existence paradigm of the world community.

Today this problem has become extremely urgent, because of the struggle for sovereignty, the European choice, the Crimea annexation and Russia military and information aggression. The flght for own state resulted in gaining independence, however, still de jure, but not de-facto. "Without changing own awareness in the competitive world, without creating a national idea of a successful state, it is vain to hope for real changes in Ukraine", - notes the authors of the book "Games of reflections. How Ukraine is seen by the world" [1].

Both the authorities and politicians have been passively imaging Ukraine on the international scene for 25 years of independence. At the same time, the information epoch made an image, and first of all, the image formed by the media, the main factor of the state in the international arena. The state image is a system of markers, stable key characteristics that give an idea of the country and make it possible to distinguish it among the great number of others.

The state image is an issue, which has attracted the attention of many scientists from different fields during recent decades. Kunczik is considered to be one of the most reputable among foreign scientists. The scientist believes that a nation image consists of a number of attributes that a person recognizes (or imagines) when he thinks of that nation. The researcher, equating the notion of state image and nation image, believes that it consists of three components: cognitive (what we know about the nation), affective (what we feel about it) and activity (how we treat it) [2].

As to Ukraine's image as a national problem, the popular scientific research "Games of reflections. How Ukraine is seen by the world" by Vodotyka and Magda is of great current interest which highlights the evolution of the international image of Ukraine in the historical retrospective, the theoretical and practical aspects of working on it. The authors reveal the factors influencing the way of Ukraine's perception in the modern world. The considerable attention is paid to the historical and philosophical contexts of the functioning of stereotypes about Ukraine, as well as to the historical and political background of its image formation in different countries [1].

The media power to form Ukraine's image is demonstrated by Yulia Kozyr's monograph "The conceptual model Ukraine-Russia in Ukrainian and Russian media" on the example of Russian media. The author examines the peculiarities of UkrainianRussian relations coverage in the media of Ukraine and Russian Federation, the sociocultural meanings of the conceptual model Ukraine-Russia, in particular. The researcher compared the topics (priorities in agenda) and directly sociocultural meanings defined by Greimas' actantial model and revealed significant differences in semantic content of events, which are reflected in the distribution of roles of Ukraine and Russia as actors involved in media narratives about interstate relations [3].

Understanding the importance of forming a positive international image of Ukraine the Ministry of Foreign Affairs developed an appropriate draft concept of state program for 2007-2010. It was the first time then that they talked about the creation of the brand "Ukraine" as a commercial project. However, the concept of forming the image of the country was not defined. "The work to promote a national brand requires effort and, what is more important, desire. Today our state is demonstrating neither the first nor the second" [4].

The recent studies of North American publications, in particular, testify to the corruption of Ukrainian authorities, increased crime and economic collapse in Ukraine [5]. As to the positive, there is information about successful scientific and technical developments, sport achievements, artistic projects. …

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