The article deals with the structural components of image appeal Ukraine in conditions of conducting hybrid war on materials of TV channels «1 + 1» and Regional State TV «Zaporizhzhia».The image of the state is considered as an asset, which provides inflow of investments, development of economy, culture. Recommendations on improvement of work the given direction on the Ukrainian telechannels are submitted.
The article dwells on features of the Ukrainian cultural diplomacy in modern conditions. Cultural diplomacy is an important direction of the state policy. It opens prospects for social, cultural and economic development of the state, promotes distribution of information about the country through conducting cultural and art events, activities of cultural institutions, promotion of arts, cultural heritage and so on. It is noted that cultural diplomacy contributes to positive image of a state in the world, promotes development and strengthening of bilateral relations.