Communicative strategies of Ukrainian trade journals

Valentyna Varenyk; Olga Trishchuk

doi:10.18568/cmc.v20i59.2893

Autores

Valentyna Varenyk Varenyk https://orcid.org/0000-0003-1284-6321
Olga Trishchuk Department of Publishing and Editing, Igor Sikorsky Kyiv Polytechnic Institute, National Technical University of Ukraine https://orcid.org/0000-0002-4009-8749

DOI:

https://doi.org/10.18568/cmc.v20i59.2893

Palavras-chave:

trade press; mass media; magazine publishing; needs of advertisers; information space.

Resumo

In response to the COVID-19 disease and Russia’s full-scale war against Ukraine, Ukrainian industry publications are adapting communication strategies. The purpose of the research was to analyse modern communication
strategies of specialized Ukrainian magazines. Methods of functional, logical analysis, synthesis, deduction, induction were used. It was highlighted how Ukrainian professional journals are oriented in new conditions, what is their structure and content. The results show that the structural elements of the same-topic magazines differ and correlate with the topics of the publications and the needs of advertisers. There is also an analysis of intent as an example of representation of professional women in a magazine. The value of the results provides an opportunity to single out the main modern communication strategies and evaluate their impact on the formation of the information space in Ukraine

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Biografia do Autor

Valentyna Varenyk, Varenyk

Postgratuate Student at the National Technical University of Ukraine. Her research interests are the mass media in modern conditions, Ukrainian industry publications, and the main modern communication strategies.

Olga Trishchuk, Department of Publishing and Editing, Igor Sikorsky Kyiv Polytechnic Institute, National Technical University of Ukraine

Full Doctor, Professor, Head of the Department of Publishing and Editing, National Technical University of Ukraine. Her scientific interests are mass media, the information space of Ukrainian society, and modern communication strategies of specialized Ukrainian journals.

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