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This article analyzes the key factors influencing and challenges faced by startup enterprises at various stages of their development. Among the most significant obstacles are financial difficulties, mismatch between products and market demands, market competition, team incompetence in selecting optimal business models, regulatory challenges, pricing issues, and establishing interdisciplinary skilled teams. According to statistics, only 34% of startups successfully acquire necessary funds, while 62% struggle to secure financial support.

The article deals with memes as expressive rhetorical resource in media representations of the Russian-Ukrainian hybrid war and military conflict. It explores textual slogans of Russian propaganda that serve to legitimize external aggression. When these units are mirrored as intertextual material in the Ukrainian counter-discourse, they become critical targets for deconstructing fakes and decontamination of manipulative programs. The network of memetic signs is subordinated to the task of symbolic identification of conflict sides and their objectives.