Vol. 13 No. 84 (2024)
Articles

Cross-cultural communications in shaping the cultural image of Ukraine in the international information environment

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  • Antonina Ivashchuk
Antonina Ivashchuk
State University “Kyiv Aviation Institute”, Ukraine.
Author Biography

Ph.D. in Social Communications, Head of the Department of Advertising and Public Relations, State University “Kyiv Aviation Institute”, Ukraine.

DOI: https://doi.org/10.34069/AI/2024.84.12.16

Published 2024-12-30

Keywords

  • International relations, cultural diplomacy, media, national brand, globalisation, socio-cultural trends.

How to Cite

Ivashchuk, A. (2024). Cross-cultural communications in shaping the cultural image of Ukraine in the international information environment. Amazonia Investiga, 13(84), 251–263. https://doi.org/10.34069/AI/2024.84.12.16

Copyright (c) 2025 Antonina Ivashchuk

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

This research aims to highlight the importance of Ukrainian culture within the international information environment. The cross-sectional survey study involved purposive sampling of 28 participants whose attitudes towards Ukraine’s cultural image and diplomacy were evaluated. The findings showed that cultural image belongs to the international information environment, and Ukraine is characterised by its ability to counteract several external pressures. The research resulted in the development of effective mechanisms to form Ukraine’s positive cultural image internationally, including long-term cultural diplomacy oriented towards deeper collaboration with other nations, the global dissemination of accurate narratives about Ukraine, and the counteraction of stereotypes or misinformation. The authors described the challenges of forming Ukraine’s positive image in detail. The article demonstrated that it is essential to differentiate Ukrainian culture from external influences, such as the Soviet-era discourse and modern Russian narrative. The research admitted that spreading the facts about Ukraine will help build the country’s cultural image in the international information environment. Besides, the research resulted in the development of effective mechanisms to form Ukraine’s positive cultural image internationally. The study outcomes can be used to elaborate on long-term cultural diplomacy oriented towards deeper collaboration with other nations, the global dissemination of accurate narratives about Ukraine, and the counteraction of stereotypes or misinformation.

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