Digital Content of Ukrainian and International Media: From Conceptual Definitions and Headlines to Media Literacy and the SDGs

This article studies the digital content of media organisations in the online environment, applying a combination of theoretical and empirical methods. The study analyses the definitions and classifications of content, digital content, and media content, with particular attention to user-generated content (UGC). The authors conducted the information and analytical monitoring of TSN, BBC, Lux FM, and Radio Zet to evaluate and compare their respective content distribution, thematic focus, and the use of teaser headlines. The findings reveal significant differences in thematic strategies: TSN prioritises war and entertainment, BBC emphasises politics and global issues, Lux FM focuses narrowly on show business, while Radio Zet demonstrates greater thematic balance. The research highlights that effective communication strategies increasingly depend on diverse content formats, audience engagement through UGC, and transparent editorial policies. Additionally, the integration of media information literacy into digital strategies directly supports the UN Sustainable Development Goals (SDGs), among them quality education, innovation, reduced inequalities, and strong institutions. This article is novel in its integration of theoretical definitions of media content with empirical monitoring of Ukrainian and international media outlets (TSN, BBC, Lux FM, Radio Zet). By linking usergenerated content (UGC) with media literacy and the UN Sustainable Development Goals (SDGs), the study offers a unique perspective that connects media strategies to both educational practices and global development priorities.