UKRAINIAN INTERNET MEDIA ON CULTURE: CURRENT STATE, PROBLEMS, PROSPECTS

Abstract

In the context of changing cultural consumption patterns driven by digital technology, there is a growing need to explore how new media influence the promotion of cultural values and the formation of national identity. The relevance of this study stems from the necessity to scientifically comprehend the transformations within the Ukrainian media landscape amidst information globalization and geopolitical challenges – specifically the full-scale war, which has become a powerful catalyst for national self-identification. The purpose of this article is to provide a comprehensive analysis of the current state, identify systemic problems, and outline development prospects for Ukrainian specialized online media covering cultural issues. The study finds that the Ukrainian cultural media market comprises both established niche resources (“Chytomo,” “Korydor,” “LiRoom”) and new multidisciplinary projects (“Sensor”) emerging even during wartime. The research identifies a division between specialized publications (literature, visual arts, music) and multidisciplinary ones, while also noting a trend toward regionalization (“Lyuk Media,” “Post Impreza”). Monitoring reveals the use of both traditional genres (articles, interviews) and modern multimedia formats: podcasts, special projects, and hybrid digital archives. It was established that publishing activity critically depends on grant funding, which can account for up to 79 % of an editorial budget, while the share of advertising revenue remains low. The scientific novelty of this research lies in conducting the first comprehensive analysis specifically focused on specialized cultural online publications, which previously remained outside the scope of systematic academic reflection. The potential significance of the results lies in developing media modernization strategies: enhancing analytical content, implementing digital-first formats, and diversifying monetization models