EVOLUTION OF THE CULTURAL MODEL OF THE UKRAINE IMAGE IN THE INTERNATIONAL INFORMATION SPACE

The purpose of the article is to determine the sociocultural determinants of the transformation of Ukraine foreign image under the influence of domestic and foreign political events and the state of its coverage in the information space; to ascertain the evolution of the cultural model of the image of Ukraine in the international information space. The research methodology consists in the use of interdisciplinary methods and approaches to identify information and communication technologies aimed at the formation of the international image of Ukraine; the principle of historicism allowed determining the stages of changes in the information space and the transformation of the geopolitical situation around Ukraine; the structural and comparative methods were used to determine the international media positions on Ukraine, their influence on the formation of its image. The scientific novelty of the research is in the presentation of the Ukraine image as an expression of the mentality of a particular cultural and historical community, an indicator of cultural meanings, unique design, mechanism of realisation of a national culture through a set of sign objectivations formed within a particular cultural and historical space and consolidated in the mental representations of individuals. Conclusions. It is proved that the negative image of Ukraine created by Western media affected the development of its tourism sector, the promotion of national cultural heritage and the investment climate significantly. The modern image of Ukraine is undergoing reformatting; there are significant cultural, political, and economic changes. The cultural model of the positive image of Ukraine in the international information space is determined by a properly structured state cultural policy and the effective use of modern image-making tools that can set it on the path of cultural, political and economic stabilisation.