With the beginning of the full-scale military invasion of the Russian Federation into Ukraine, the media sphere became one of the priorities of the national struggle. In the conditions of a hybrid war, the Russian Federation actively used the media space for propaganda, inciting inter-ethnic enmity and forming electoral support among the population. However, with the beginning of a full-scale military invasion, propaganda and the creation of fake news were significantly activated, however, the official media resources of Ukraine by the formation of truthful and unbiased information, as well as the development of information policy. The fight against prejudiced attitudes towards Ukrainian refugees and forcibly displaced persons, attitudes towards the war and the political situation in Ukraine, psychological rehabilitation, and support for forcibly displaced persons both in Ukraine and abroad became new challenges. These priorities became the basis for the formation of an information policy on anti-discrimination measures in Ukraine and the international arena. The study developed a model for assessing priorities and a practical algorithm for their implementation in the face of new challenges. The research methodology is based on conducting a sociological survey to form a table of parameters of the results of factor evaluation. Based on the assessment, a priority function is formed, which can be displayed by implementing a graph-correlation model. The developed proposals have practical relevance in terms of searching for new forms of implementation of anti-discrimination policy in the media space in modern global challenges.
The aim of the study was to determine the impact of brand social media marketing on the dynamics of the company’s share value. Methods of analysis and synthesis were used to determine the features of the implementation of the brand advertising campaign in social media. The economics and statistics analysis were used to analyse the costs of social media marketing (SMM) of the brands of global companies – leaders in market capitalization of shares, as well as to determine the capitalization level. The monographic method is used for a comprehensive and in-depth study of social media marketing, the causal links between the implementation of the advertising campaign and the overall performance of companies. The essence and importance of social media in the promotion of modern brands are studied considering the results of research and practice of global companies. The advantages of social media marketing activities of companies for brand promotion in the context of increasing the company’s value are identified, which include: increasing brand awareness; increasing the level of conversion and increasing the number of potential customers; direct communication with the target audience; coverage of the target audience which is not covered by traditional types of advertising. The dynamics of expenditures on social media marketing of global brands, as well as the dynamics of the cost of market capitalization of global companies were studied. An econometric regression model was developed to determine the quantitative impact of the costs of global brand social media marketing on the market value of shares of global companies. It was found that with an increase of $ 1 billion in spending on brand social media marketing, the cost of market capitalization of companies’ shares increases by an average of $ 1,445,947. Prospects for further research are to find new and increase the effectiveness of existing methods of brand social media marketing in order to maintain a stable competitive position and gain new competitive advantages.
<p><em>The article presents a conceptual analysis of Reconstruction notion which became a conceptual foundation of Ukrainian history in Stalinism era. Through the methodological prism of social engineering, the author studies the lingual techniques of embedding the new era ideological messages into the mental structure of personality. An interesting feature of this research is a comparative analysis of two modernism projects – American reconstruction in 1863–1877 and socio-political breakup of the Stalinism era. The author draws on extensive factual material including J. Stalin’s speeches, Ukrainian scientific periodical publications of 1930s etc. to look into the public and methodological planes of interpreting the Reconstruction construct. The article demonstrates the process of verbal coding for specific fragments or ‘pieces’ of the conceptual system and argues that information manipulation arises at the stage of language-related cognition of the world, interpretation of certain words and their meaning. It is this specifics that leads to creating an informational picture of the world that cannot be constituted without a language and enables an individual to go beyond their direct experience. The article shows the dynamics of implanting the idea of Reconstruction into the concept sphere of Soviet people and its development from the first public presentation of the word in Stalin’s speeches to its entrenchment in scientific discourse. Scholars of the time strived to justify, rationalize and give ground to Stalin’s ideas in terms of building new utopian society systems. Since early 1930s, the Reconstruction concept has been associated with drastic transformations in agriculture, education system, culture and science, mass media and households. In the course of the research the author resorted to general scientific methods of analysis and synthesis, systematization, comparison, as well as conceptual analysis.</em></p><p><strong><em>Key words: </em></strong><em>discourse, concept, reconstruction, Soviet people, social engineering, communication technologies, propaganda.</em></p>
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