TRANSFORMATION OF NARRATIVES IN UKRAINIAN TELEGRAM CHANNELS ABOUT CRIMEA: FROM LOCAL ISSUES TO MILITARIZED DISCOURSE

Abstract

The article explores the transformation of narratives in Ukrainian Telegram channels dedicated to the Crimean issue following the onset of Russia’s full-scale invasion of Ukraine in February 2022. Based on lexical-semantic analysis and a comparative study of narrative strategies, it examines publications from two periods: 2020–2021 and 2022–2025. The study reveals a significant increase in the number of Ukrainian Telegram channels covering Crimean topics, as well as a shift in focus from everyday and local issues to a military-political agenda. Changes affected terminology, where diplomatic euphemisms gave way to direct and confrontational rhetoric, and narrative strategies evolved from informational and analytical to heroic and mobilizing.The key driver of this transformation was the escalation of armed conflict, which positioned Crimea as a strategic asset in Russia’s military infrastructure. Another crucial factor was the technical accessibility of Telegram, which facilitated the emergence of new channels and the de-monopolization of the information space. An analysis of publications from channels such as Krym.Realii, ATR, Krymskyi Vyter, Zhovta Strichka, and others revealed an increase in military vocabulary, heightened emotional tone, and a stronger focus on the image of resistance.The shift from neutral to militarized framing reflects broader societal and ideological changes aimed at legitimizing Ukraine’s position and mobilizing public support. The results underscore the dual nature of modern media: on the one hand, Telegram channels effectively coordinate resistance and shape the image of Crimea’s future liberation; on the other, the departure from traditional journalistic standards–such as objectivity and verification – poses ethical challenges.The practical significance of the study lies in its potential to inform state information policy, particularly in the context of the «Strategy for the De-occupation and Reintegration of Crimea», as well as media education and international media diplomacy. The identified trends make it possible to forecast the further evolution of the information landscape and to develop recommendations for enhancing the mobilizing potential of media content. Future research should focus on developing methodological approaches for analyzing wartime media and establishing ethical standards for journalism in conflict conditions.