TYPICAL ANORMATIVES OF PUBLIC MEDIA COMMUNICATION IN THE DIGITAL WORLD

Abstract

The article presents an analysis of typical anormatives of public media communication in the context of a digitalized information environment. The study identifies and systematizes key anormatives based on contemporary Ukrainian television broadcasting and examines their communicative characteristics within the framework of transformations in information culture. The empirical material comprises recordings of the national telethon “United News” and the First Channel of Suspilne for March 2026, analyzed through the lens of media space digitalization. The findings indicate that the integration of television into the digital environment not only expands communication channels but also intensifies the problem of adhering to fundamental information standards. Violations of the reliability standard are shown to manifest in the use of video materials sourced from anonymous or hostile Telegram channels without proper verification, as well as in the employment of pseudo-references lacking clear source attribution or generalized statements that fail to identify the subject of opinion. Violations of informational accuracy are observed in the inconsistency between verbal and visual components of messages, which complicates the adequate interpretation of content. It is established that information incompleteness is realized through generalized or fragmented messages lacking sufficient context and explanation, while violations of accessibility are associated with the excessive use of specialized terminology, foreign borrowings, and abbreviations that are not easily understood by a broad audience. Special attention is given to neologisms and digital-era terminology which, without proper clarification, reduce the communicative effectiveness of news content. It is concluded that anormatives of public media communication are largely driven by the speed of information dissemination, competition for audience attention, and the growing role of the emotional-evaluative component. Their systematization makes it possible to outline the key risks of the digital media environment and to identify prospects for improving the quality of information broadcasting through adherence to standards of reliability, accuracy, completeness, and accessibility