The Role of Internet Media in Building of the Collective Consciousness of Ukrainians

Authors

  • Oleksandr Yanishevskyi National Technical University of Ukraine "Ihor Sikorsky Kyiv Polytechnic Institute", Department of Publishing and Editing, Educational and Scientific Publishing and Printing Institute. Kyiv, Ukraine Author https://orcid.org/0000-0002-2198-2336

DOI:

https://doi.org/10.56294/sctconf20251532

Keywords:

public opinion, content analysis, media literacy, information influence, collective consciousness

Abstract

Introduction: The research aimed to explore how Internet media shapes the collective consciousness of Ukrainians, focusing on key trends and mechanisms of influence. 
Methods: The study employed such methods as content analysis, mediametric analysis, and survey. The study employed the statistical methods of finding the median, average value, frequency, k-mean clustering, and correlation analysis.
Results: The results demonstrate significant differentiation in the approaches of different Internet publications to shaping public opinion. Content analysis shows that UNIAN demonstrates the greatest tendency to popularize heroic narratives (55%), while RBC-Ukraine focuses on this aspect less (35%). UNIAN pays much more attention to language policy issues (80% of materials) than RBC-Ukraine (50%). Correlation analysis confirmed a statistically significant relationship between coverage of humanitarian aspects and the formation of users’ worldviews
Conclusions: The study found that online media significantly influence the public opinion, in particular through the topics of self-identification, language policy, and attitudes towards armed conflict. Media resources have varying effectiveness in reflecting these topics, which is reflected in public consciousness and perception of socially important issues. 

References

Bernecker S, Flowerree AK, Grundmann T, editors. The epistemology of fake news. Oxford: Oxford University Press [Internet]; 2021 [cited 2025 Feb 08]. Available from: http://surl.li/hyjwwg.

Weatherall JO, O’Connor C. Fake news! Philos. Compass. 2024;19(6):e13005. https://doi.org/10.1111/phc3.13005.

Yousafzai SN, Shahbaz H, Ali A, Qamar A, Nasir IM, Tehsin S, et al. X-News dataset for online news categorization. Int. J. Intell. Comput. Cybern., 2024;17(4):737–758. https://doi.org/10.1108/IJICC-04-2024-0184.

Ishchenko YeO. The concept of “places of memory” by Pierre Nohr in the context of research on collective memory. Iss. Cultural Stud. 2020; 36:49–59. https://doi.org/10.31866/2410-1311.36.2020.221044

Saodat S, Nargiza M, Mukaddas I, Maksuda G. Specificity of massmedia aspect in media text formation. Elementary Educ. Online. 2021;20(5):455–460. https://doi.org/10.17051/ilkonline.2021.05.48

Tacu M. Mass media in the republic of Moldova and building resilience against disinformation in covering the European path. Int. J. Commun. Res. [Internet]; 2024 [cited 2025 Feb 08];14(3):216-220. Available from: https://www.ijcr.eu/articole/686_Mariana%20tacu.pdf.

Shirley R, Silverman C, Tran C, Nippold MA. Narrative discourse in youth offenders: Examining individual differences. American J. Speech-Lang. Pathology. 2024;33(3):1193–1208. https://doi.org/10.1044/2023_AJSLP-23-00240.

Gallois H. Discourse, narrative, and voice: the power of communicating bioethics through the media. Can. J. Bioethics. 2024;7(1):23–25. https://doi.org/10.7202/1110324ar.

Dubský Z, Tichý L. The role of narratives in the discourse on energy security of the European Commission: The EU's transition in energy relations with Russia. The Extractive Ind. Soc. 2024;17:101392. https://doi.org/10.1016/j.exis.2023.101392.

Cowburn M, Sältzer M. Partisan communication in two-stage elections: The effect of primaries on intra-campaign positional shifts in congressional elections. Political Sci. Res. Methods. 2024;1–20. https://doi.org/10.1017/psrm.2023.62.

Thiele, F. (2024). The development of media from symbols to algorithmic media and its effects on power structures, communication and agency. J. Creative Commun. 2024;09732586241281018. https://doi.org/10.1177/09732586241281018.

Shelupakhina, Т Identity in the context of spectacular forms of mass communication. Philos. Horiz. 2024;48:40–48. https://doi.org/10.33989/2075-1443.2024.48.308044.

Sun Y, Zhang Y. A review of theories and models applied in studies of social media addiction and implications for future research. Addictive Behav. 2021;114:106699. https://doi.org/10.1016/j.addbeh.2020.106699.

Shamsie K. Social stratification and class consciousness in contemporary society. J. Political Stability Arch. [Internet]; 2024 [cited 2025 Feb 08];2(03):49–60. Available from: http://journalpsa.com/index.php/JPSA/article/view/26

Gerbaudo P. From individual affectedness to collective identity: Personal testimony campaigns on social media and the logic of collection. New Media & Soc. 2024;26(8):4904–4921. https://doi.org/10.1177/14614448221128523.

Tian M. Research on the dimension of algorithmic consciousness composition and construction of evaluation framework in the age of digital intelligence. In 24th Biennial Conference of the International Telecommunications Society (ITS): New bottles for new wine: Digital transformation demands new policies and strategies. Seoul: International Telecommunications Society (ITS) [Internet], 2024 [cited 2025 Feb 08]. Available from: https://hdl.handle.net/10419/302488.

Kushnir O, Bila N, Medynska O, Synorub H. Verbalisation of emotions in Ukrainian online media. Commun. Communicative Technol. 2024;24:5–16. https://doi.org/10.15421/292401.

Navalna M, Kostusiak N, Sazonova Y, Prosianyk O, Skliarenko O, Chernobrov Y, et al. Invective vocabulary in the language of the Ukrainian mass media during the Russia-Ukraine war: Stylistic layers and pragmatics of meaning. AD ALTA. 2024;14(1, Spec. Issue XL):47–53. https://www.magnanimitas.cz/ADALTA/140140/papers/A_07.pdf

Ivanytska B, Stoliarchuk N, Shostak V, Moskvych O, Aleksandrova M. Representation and diversity of Ukrainian culture in contemporary media: Impact, challenges and prospects. Multidisciplinary Sci. J. 2024;6:2024ss0225. https://doi.org/10.31893/multiscience.2024ss0225.

Public Religion Research Institute [Internet]. Threats to American democracy ahead of an unprecedented presidential election. 2023 [cited 2025 Feb 08]. Available from: https://www.prri.org/research/threats-to-american-democracy-ahead-of-an-unprecedented-presidential-election/.

Wlezien C. News and public opinion: Which comes first? J. Politics. 2024;86(1):1–17. https://doi.org/10.1086/726940.

Qi W, Pan J, Lyu H, Luo J. Excitements and concerns in the post-chatgpt era: Deciphering public perception of AI through social media analysis. Telematics Inform. 2024;92:102158. https://doi.org/10.1016/j.tele.2024.102158.

Sydorenko N, Mitchuk O, Holik O, Diahovchenko I, Havryliuk I, Myronets N. Improving the financial stability of IT companies through social media marketing. Wseas Trans. Bus. Econ. 2022; 19:1621-1632. https://doi.org/10.37394/23207.2022.19.146.

Kostyniuk VS, Sopivnyk RV. The influence of social networks and mass media on the formation of national identity of youth. Modern Humanities as Interpreted by Young Res. [Internet]; 2024 [cited 2025 Feb 08]:151–153. Available from: https://nubip.edu.ua/sites/default/files/u278/zbirnik_tez_2024.pdf#page=151.

Kholmuminov M, Qolqanatov A. The formation of the first libraries in Uzbekistan and the role of increasing the cultural and educational awareness of the population. Image. 2021;4(12):146–151. https://doi.org/10.17605/ijie.v4i12.2514.

Taylor SJ, Muchnik L, Kumar M, Aral S. Identity effects in social media. Nature Human Behav. 2023;7(1):27–37. https://doi.org/10.1038/s41562-022-01459-8.

Spradling M, Straub J, Strong J. Protection from ‘fake news’: The need for descriptive factual labeling for online content. Future Internet. 2021;13(6):142. https://doi.org/10.3390/fi13060142.

Pennycook G, Rand DG. The psychology of fake news. Trends Cogn. Sci. 2021;25(5):388–402. https://doi.org/10.1016/j.tics.2021.02.007.

Olan F, Jayawickrama U, Arakpogun EO, Suklan J, Liu S. Fake news on social media: The impact on society. Inf. Syst. Front. 2024;26(2):443–458.

Watson J, van der Linden S, Watson M, Stillwell D. Negative online news articles are shared more to social media. Scientific Rep. 2024;14(1):21592. https://doi.org/10.1038/s41598-024-71263-z.

Mangold F, Schoch D, Stier S. Ideological self-selection in online news exposure: Evidence from Europe and the US. Sci. Adv. 2024;10(37):eadg9287.

Khawar S, Boukes M. Analyzing sensationalism in news on Twitter (X): Clickbait journalism by legacy vs. online-native outlets and the consequences for user engagement. Digit. Journalism. 2024;12:1–21. https://doi.org/10.1080/21670811.2024.2394764.

Downloads

Published

2025-03-19

How to Cite

1.
Yanishevskyi O. The Role of Internet Media in Building of the Collective Consciousness of Ukrainians. Salud, Ciencia y Tecnología - Serie de Conferencias [Internet]. 2025 Mar. 19 [cited 2025 Apr. 3];4:1532. Available from: https://conferencias.ageditor.ar/index.php/sctconf/article/view/1532