Registration Number
0226U004204,
(0123U102731)
, R & D reports
Title
The Actual Problems of Functioning of Media Sphere
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Актуальні проблеми функціонування медіасфери
Head
Zelinska Nadiia V., д.філол.н.
Registration Date
13-07-2026
Organization
Lviv Polytechnic National University
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The research method is the identification and justification of the primary tasks facing other segments of the media sphere of Ukraine (publishing, advertising and PR, journalism, literary and publicistic, etc.) in the face of information threats. A comprehensive study of various forms of activity of existing entities within the defined segments and drawing up prospects for the further development/improvement of these forms, taking into account the dynamic changes occurring in society, is envisaged.
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The aim of the study was to identify the key trends and substantiate the priority tasks facing various segments of Ukraine’s media sphere, which constitute the objects of the research (publishing, advertising, and public relations), under the current conditions of countering information threats and challenges.
The study examines the problems faced by contemporary media actors and proposes recommendations for addressing them:
In the publishing sector, which is undergoing transformation under the influence of socio-political developments and the widespread adoption of digital technologies, the most pressing issues include changes in publication themes, the reconfiguration of the publishing market due to the emergence of new publishing entities, and the need to adapt to new forms of information consumption;
In the advertising sector, the key challenges concern transparency and ethics. Targeted advertising raises significant issues related to user privacy and the processing of personal data, while the integration of advertising into media content requires a clear distinction between editorial material and commercial messages in order to prevent violations of journalistic ethics;
The public relations sector is likewise confronted with pressing challenges, particularly in the area of reputation management amid the rapid dissemination of information through social media. Contemporary PR strategies increasingly rely not only on traditional communication channels but also on digital platforms, where prompt responses to emerging situations are of critical importance. Ethical considerations in public relations are equally significant, as manipulative image-building practices involving organizations or individuals may undermine public trust.
Product Description
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Halyna Lystvak
Lil Ivasenko
Lesia Tkach
Olga Stadnyk
Olga Mykhailovych
Myroslava Kulynych
Iryna Kapral
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2026-07-13
