Використання транскордонних мас-медіа для формування національного бренду України
Ukraine’s national brand forming by means of cross-border mass media

Summary/Abstract: Introduction. To create a positive brand is an urgent need for Ukraine as a country seeking to establish itself in the international arena and take its rightful place in the global community. Solving this problem requires active usage of available tools and resources, amongst which one of the key places is occupied by the mass media. Purpose. To analyse the current status of using the cross-border media to create a strong national brand of Ukraine. Methods. Content analysis and SWOT-analysis were applied. Results. The authors focused attention on the analysis of the current practice of Ukraine’s mass media usage for the development and promotion of its national brand in the international arena. Available potential of international television broadcasting is unsatisfactory and existing TV-channels UTR and Pershyi Ukraine cannot be considered as an appropriate source of information for the global audience. Launched in 2014, a conceptually new channel Ukraine Today is actively promoting in the Internet, including social networks, but it is too early to assess rigorously its effectiveness. Content analysis by the word «Ukraine» in the Internet news feeds has shown that it is presented by almost the only Ukraine-based mass media which is Kyivpost. Conclusion. The main challenge for Ukraine today is to enable full presence in the global media space. Consequently, the key task is to create information products in foreign languages (especially English). The state should use mass media to improve cross-border perception of our country by the international community as a modern, democratic European country and a reliable, predictable partner. Such measures will result in the powerful Ukraine’s brand formation. Applying the SWOT-analysis allowed making recommendations for Ukraine’s foreign and domestic information policy development.

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