The relevance of the study is determined by the growing importance of television as a medium for preserving cultural memory, fostering social cohesion, and ensuring sustainable communication between cultural institutions and diverse audiences in the context of digital transformation and wartime resilience.
The article is devoted to a comprehensive analysis of the evolution of political advertising genres in the context of pervasive digitalization and the development of digital platforms. The transformation of traditional formats (printed advertising, radio, television) under the influence of the digital media space is considered, and the characteristic features of new genre forms that have become widespread in the online environment are identified.
This article explores entrepreneurial strategies in the food industry, highlighting the growing role of digital platforms, social media, and innovative technologies in shaping consumer behavior and business development. The study emphasizes how personalized marketing campaigns, data- driven promotion tools, and brand positioning practices affect consumer decision-making, influence purchasing motivation, and facilitate effective market segmentation.
Businesses, particularly those operating in Ukraine and Russia directly, have faced significant disruption with the beginning of a full-scale invasion in Ukraine. Some have utilized this crisis as an opportunity to adapt, innovate, and prioritize helping over profitability. Such actions, while bold and cost-intensive, demonstrate a shift toward social responsibility in times of crises. This study explores how platforms can simultaneously support societal well-being and achieve long-term benefits for themselves when faced with high-magnitude crises.
The article explores the socio-communication aspects of the application of New Games Journalism (NGJ) in the e-sports reality, in particular in the Ukrainian media space. Particular attention is paid to the analysis of the audience’s information needs, based on the results of a survey of users of the Ukrainian esports platform Players. It was found that the key factors influencing the popularity of e-sports media are the efficiency of content presentation, the level of analytics, and the direct presence of journalists at tournaments.