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 Russian-Ukrainian military conflict, which lasts from 2014, forces us not only to take responsibility for the development of information and propaganda as a way to neutralize the negative information and psychological impact of the enemy, to prevent the spread of false information about Ukraine, but also to take care of the image of our country as on the international scene, and inside the country. For both Ukrainian and regional TV it is important to popularize the image appeal of Ukraine, to maintain its own information niche, to protect the audience from negative influence of someone else's information product, to establish an understanding and to have a permanent dialogue. Ukrainian television should support the idea of statehood, help overcome the complex of inferiority in society, increase its level of consciousness, popularize Ukrainian culture, customs and traditions, and contribute to the formation of a positive image of the country on the international arena.
It was investigated that the components of the potential image of Ukraine are not only its cultural and historical heritage, achievements in the field of culture, science and sports, but also scientific and technical, agricultural potential, and, in fact, Ukrainians themselves. Ukraine should be presented as an "investment oasis", especially in the light of decentralization, in which communities become real owners of the territory; as a country with prospects for developing the industrial potential of the Donbas after its de-occupation. An economy of "open" type will enable Ukraine to integrate into the global system of capital movements, technologies, labor resources, and will provide an opportunity to gain world experience, latest developments and technologies.
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