PROBLEM-THEMATIC PARADIGM OF ECOLOGICAL CONTENT IN THE ONLINE MEDIA “RUBRYKA”

Abstract

Over the past decades, humanity has become aware of the impact of environmental factors on health, life expectancy, and quality of life. In this context, increased public interest in environmental information is due to the long-term consequences of the Chernobyl nuclear accident and the large-scale damage to the environment caused by the Russo-Ukrainian war. Environmental issues occupy a significant place in the information space, leading to the formation of a separate segment of media content aimed at covering issues of the environment, sustainable development, and environmental safety. The relevance of the study is due to the need to cover environmental content as an important component of the socio-communicative demand for environmental information in Ukrainian society, especially in the context of largescale environmental degradation caused by a combination of anthropogenic and military factors. The purpose of the article is to study the problem-thematic dominants of the environmental content of the online media “Rubryka.” Methodology. To achieve the goal and complete the tasks, the following methods were used: analysis of scientific literature served to form the theoretical and methodological basis of the study on the selected topic; media monitoring method – to track the specifics of presenting environmental information; comparative analysis was used to evaluate the coverage of environmental content; the generalization method was used to form the conclusions of the study. The unit of analysis was defined as materials of decision journalism related to the meta-theme of ecology, selected from the “Ecorubryca” section. The novelty of the study lies in the fact that the ecological content of the online media outlet Rubryka has been analyzed for the first time. Based on a content analysis of materials from January to June 2025, thematic groups were identified, the frequency of their representation in the media was established, and the dominant issues in ecological content were determined. The geospatial emphases of the coverage of environmental issues were analyzed. Conclusions. The environmental content of the online media outlet Rubryka covers a wide range of issues, from local initiatives to global environmental challenges. The dominant thematic groups are coverage of the state of the environment, environmental solutions, environmental education, environmental awareness, and the environmental consequences of military action