Electronic Media Tools in Image-Building (Using a Comparison of Publications about Ukraine in the Antwerp Newspaper «Gazet van Antwerpen» and the Ivano-Frankivsk Newspaper «Kurs»)

The purpose of this study was to identify, describe, classify, and compare the tools (means) of the electronic resources of the Antwerp newspaper “Gazet van Antwerpen» and the Ivano-Frankivsk newspaper “Kurs» in the process of Ukraine's image-building. Research Methodology: The research was conducted in three stages: the initial stage, content analysis, and the final stage. Each stage had specific tasks and objectives. The initial stage involved defining the main tasks and goals of the research, and selecting and conducting a preliminary analysis of domestic and foreign regional electronic media. The second stage – content analysis – involved conducting quantitative and qualitative content analysis of the Ivano-Frankivsk and Antwerp media by the unit of topics during the period from April 1, 2024, to April 10, 2024. The final stage of the research aimed to identify the main tools of electronic media in the process of Ukraine's image-building (both internal and external). The total number of analyzed publications of the Ivano-Frankivsk online newspaper “Kurs» was 209. The total number of analyzed publications of the Antwerp online newspaper “Gazet van Antwerpen» was 2313. As a result of processing the obtained data, it was established that the tools of domestic media (Ivano-Frankivsk newspaper “Kurs») indirectly influence the creation of Ukraine's image in foreign media (the Antwerp newspaper “Gazet van Antwerpen»). Conclusions: Both “Kurs» and “Gazet van Antwerpen» remind Ukrainians and the world daily about the Russo-Ukrainian war, the losses, and the heroism of the Ukrainian people on the frontline and in the rear. They also comprehensively and objectively highlight the crimes of the Russian Federation on the territory of Ukraine, which helps optimize humanitarian and military aid to the country. As a result, the world takes Ukraine, a post-Soviet country demonstrating competitiveness on the global stage, more seriously. Additionally, journalists from “Gazet van Antwerpen» dismantle the propaganda narratives of the aggressor country. Keywords: image-building, electronic media tools, electronic media, image-building process.