This article presents a methodological approach to studying the functions of musical news intros on the radio, with a particular focus on their communicative role. It introduces and tests an innovative method that examines correlations between physiological responses – skin conductance, heart rate variability, and pulse rate – and exposure to musical news intros among young adults aged 20–26. Methods. A literature review was conducted to identify existing methodological approaches to the study of musical intros. The analysis involved selecting relevant sources, classifying the findings, and synthesizing them to assess how methodological issues are reflected in the current body of research. Results. The analysis reveals a lack of established and empirically tested methodologies specifically aimed at exploring the functions of musical intros, especially their communicative function. The study proposes an original methodological framework that employs electrophysiological techniques to uncover latent media effects induced by musical news intros – effects that may not be consciously recognized by study participants. Conclusions. The proposed approach offers a tool for assessing the effectiveness of musical news intros in influencing audiences. Overall, functional analysis facilitates an understanding of how intros fulfill their roles in the media and provides a basis for optimizing them to enhance their communicative impact on listeners and viewers

The problem of studying digital transformation of corporate media covers several key aspects: the causes and benefits of transformation of corporate prints and audiovisual media, the features of digital media and the prospects for their development, which is an important task for the study of the context of modern media, and changes in audits and changes in business. In a digital, information consumers prefer efficiency, accessibility and interactivity that provide digital platforms. At the same time, digital formats are more economical than printed editions that require additional costs for printing, logistics and distribution, and are capable of providing global coverage of corporate materials without geographical restrictions that fall into the range of interest in modern corporations. The technical capabilities of digital platforms allow you to promptly make changes to materials, create bilateral communication between the company and its audience, and digital formats, combining text, images, videos, audio and interactive elements, increase the involvement of the audience. The use of digital analytics tools allows us to track users' behavior that promotes content personalization.

Since the implementation of the visa-on-arrival policy for Chinese citizens in 2016, the number of Chinese tourists visiting Ukraine has significantly increased. The main purpose of the article is to determine the main characteristics of Ukrainian tourist destinations based on the analysis of travel notes of tourists to Mafengwo from the period 1992 to 2023, as well as to find out the general views of Chinese tourists on food, accommodation, tourism and shopping in Ukraine, using the method of frequency analysis of words to summarize the specific ideas of Chinese tourists about Ukraine. The article employs a combination of literature review, text analysis, and word frequency analysis. The Word frequency analysis complements content analysis by quantifying the prevalence of specific terms in the travel notes of Chinese tourists visiting Ukraine, focusing on the tokenized analysis of these notes. The findings succinctly capture Chinese tourists' perceptions of Ukraine, revealing concerns for safety issues, as evidenced by the frequent mention of "war". The analysis shows a preference for traveling in groups, with an average expenditure of approximately $1,600 per person and a typical visit duration not exceeding 10 days. The overall sentiment towards travel experiences in Ukraine is positive, with words like "cheap" "delicious" and "like" frequently used, indicating an appreciation for the affordability and quality of food. Chinese tourists favor a mix of historical, cultural, and seaside destinations, reflecting diverse interests. However, communication barriers emerge as a complaint among these travelers.

This inquiry aims to determine the ways and means through which the accuracy category manifests itself in the news genre and to identify internal contradictions formed by the interaction between logical and semantic components of the expression. The objectives were as follows: to determine how the accuracy category is presented through the categories of subject, time, and place of action, what are the transformative possibilities of these categories in the field of adequate transmission of meaning, which linguistic means actualize the accuracy category or, on the contrary, “blur” it. Continuous sampling, analysis and synthesis, transformational, and descriptive methods were used in the research process. We confirm that the subject in the headline is delivered explicitly and implicitly in the conclusions presenting the research results. “Nonsubjectivity” is realized using indefinite (non-personal) forms of the predicate or can be determined through a locus. For news headlines, the locus is an essential component, its place in the sentence can adjust the semantic accents of the statement. The time category in analyzed titles is almost always explicit. The accuracy category is most clearly manifested in direct indications of time and place and in two-syllable sentences where the subject of the action is specified.

In the research were analyzed visual techniques that were used to fill the content of Ukrainian TV channels in the period from the beginning of December to the end of January. The Christmas and holiday season are not officially included in a separate category of TV programming, but the season is fundamentally important for attracting the viewer’s attention and for setting the further price of airtime for advertisers. The article is one of the first attempts to consider this aspect broadly/extensively and to outline the current vectors of studying the specifics of the program content of TV channels in the period of Christmas and holiday season, therefore this article is promising for the applied social communications area. In order to describe the main visual techniques, that are used in television content, the authors emphasize on their diversity, also they leave space for the further analysis of other nonverbal and verbal elements of the screen communication, that are used during festive period. Researchers have selected the TV channels logos, the program broadcast in the night from December 31.12.20 to January 01.01.2021, as well as other screen products of the different genres, telefilms and movies, that were shot and presented on TV broadcast in different years. Among the main research methods were used the following: content-analysis, which contributed to a thorough study of the software network of TV channels broadcasting, observation and comparison, which helped to outline the common and different characteristics of software products and broadcasts in general, induction method, which helped to form the key screen concepts. The suggested conclusions provide grounds for the statement, that the choice of content for filling TV channels during festive season is based on commercial inquiries, creative and technological resources of the television producers. In addition, the authors mention the segment of Christmas and New Year congratulations of head of state as promising for the further research.

The purpose of the study, which we started in October 2018 with the support of the Ministry of Education and Science of Ukraine and the intergovernmental Ukrainian-Finnish project “Learning together”, is to analyze the quality of modern textbooks for the first grade of the New Ukrainian School, to identify outdated scientific paradigms, to identify and systematize cultural problems of textbook publication, which should be taken into account during the editorial and publishing of textbooks for the second and third grades. Methodology. At the initial stage of the study, a bibliographic method was used for the identification and systematization of scientific sources, normative legal documents on the problems of textbook creation. The use of methods of discourse analysis, logical, semantic, context analysis of text and visual components of textbooks for the first grade of the New Ukrainian School made it possible to identify the problematic aspects of the textbook publication culture. Typical flaws in the culture of textbook publication for the New Ukrainian School are systematized using methods of scientific generalization and classification. The results of the research showed a number of problems: visualization of outdated Soviet discourse, systematic errors, consistency and logic of presentation of the material, fairly low linguistic culture of publications, and sometimes unsatisfactory quality of artistic design. The solution of these problems requires a complex, systemic and integrative approaches. This includes the training of editors, publishers, authors, the formation of their high social responsibility, the creation of a single scientific and informational space for authors, reviewers and editors based on the leading publishing houses and academic departments of publishing and editing, the organization of seminars, trainings, summer/winter schools, etc. Such work has already begun within the preparatory stage of the international project “Finnish support for a New Ukrainian School”. The results of the research were used during the All-Ukrainian scientific and practical seminar “New textbook for the New Ukrainian School: Requirements, criteria for evaluation, registration” organized by the Institute for the modernization of the content of education for publishers who worked on textbooks for the second grade of the New Ukrainian School (November 22, 2018), training for experts who assessed the textbook for the second grade of the New Ukrainian School (January 21-23, 2019) and training sessions for publishers of textbooks for the New Ukrainian School (March 12-15, 2019), prepared by using experts from the Ukrainian- Finnish project “Learning together.”

The Academy of Ukrainian Press since 2002, with the participation of scientists of the Institute of Sociology of the NAS of Ukraine, conducts research of prime time news (19:00-23:00) of the leading Ukrainian TV channels. Monitoring is carried out by content analysis, that is, a quantitative method of document study, characterized by rigor of the procedure and reliability of conclusions, and consists in quantitative processing of the text with subsequent interpretation of the results. The article looks at the main trends that were identified in the March 2019 Prime Time News Analysis: Political news in Ukraine focuses on March programs. Only 1+1 is traditionally dominated by all other news about Ukraine. The intensity of attention to political news varies markedly. The main source of information is media’s own correspondents. Attention to the presidential election increased from 18% to 22% compared to February 2019 news. Channels are heterogeneous in their focus on the 2019 election theme. Every third announcement on Ukraine on Inter, Ukraine, ICTV channels is electionrelated; each eleven on the 1st and twelve on the 5th. In the news, 17 presidential candidates were mentioned out of 44 registered by the CEC (39%, in February 34%). The most frequently reported was the campaign of Yulia Tymoshenko, O. Vilkul, P. Poroshenko, and O. Lyashko. The highest attention in the news to the candidate politicians P.Poroshenko, Y.Tymoshenko, O.Lyashko, O.Vilkul, Y.Boyko. Only in a positive and neutral context was A. Gritsenko mentioned, and in the least ironic and negative about Y. Boyko and Y. Tymoshenko. The most frequently mentioned in the ironic and negative are Yuri Tymoshenko and E. Muraev. P. Poroshenko, O. Vilkul, O. Lyashko, Y. Tymoshenko, and Y. Boyko had more time in the news. For two months in a row V. Zelensky has been in sync only in 1+1 news. Channels are markedly segmented by their political preferences, adhering strictly to their own election campaign strategies.

The influence of readers on the communication of the publishing organization in the modern media space was analysed in this study. The main objective was to find out the role of readers in the communication of book publishers in Ukraine. To achieve the objective of the study, the author used the method of analysis of scientific sources and the method of scientific generalization. The author also applied the method of observation through polling the visitors of the Book Arsenal in Kyiv and the Book Forum in Lviv during 2016-2018. It was explored that among the visitors of the largest Ukrainian book publishing forums, one-third of the active media consumers were interested in the events of the book publishing market, they created and distributed media content by themselves. It was proved that active consumers became prosumers and effectively influenced the communication policy of the publishing houses. It was recommended to the publishers’ PR-managers to properly consider modern changes in the media space which influence the readership activity, to adopt a culture of interaction with the readers, to use them as an effective source of dissemination of information about book novelties, and to try turn them into promoters of the publishing houses’ brands.

The pattern and nature of autonomic nervous system responses largely depend on the type of emotion. The study was aimed at defining shifts in the autonomic nervous system that accompany the emotional activation under the influence of emotionally accented TV news. Results indicated that a heart rate decelerated in a few minutes after the watching neutral video set. At the same time, throughout the viewing of the video, the activity of the parasympathetic system and the stress index decreased. Negatively accented TV news caused more complex changes. For men, the significant changes in heart rate were recorded only during the first TV news items. On the other hand, negative TV news stories elicited the most significant changes in parasympathetic system and stress index – these changes occurred in the middle of exposure to negative TV news set. The impact was stronger and more complicated for women and consisted of decreasing heart rate while watching TV news stories and accelerating heartbeats in the pause between them. A significant decrease in the parasympathetic system activity occurred after watching negative TV news. Regarding all the parameters, negative TV news stories exerted more significant influence on the psycho-physiological condition of the volunteers than neutral TV stories. Our study revealed the short-term media effects of negative and neutral TV news on the activation patterns of the autonomic nervous system. The short-term reactions of the individual to the mass media are those bricks that underlie a large-scale picture of the media impact on a mass audience. The fact of the existence of short-term media effects gives the base for a further research on the cumulative nature of TV news content’s impact on people, including the longitudinal perspective of media effects.