The Role of Internet Media in Building of the Collective Consciousness of Ukrainians

Introduction: The research aimed to explore how Internet media shapes the collective consciousness of Ukrainians, focusing on key trends and mechanisms of influence. Methods: The study employed such methods as content analysis, mediametric analysis, and survey. The study employed the statistical methods of finding the median, average value, frequency, k-mean clustering, and correlation analysis.Results: The results demonstrate significant differentiation in the approaches of different Internet publications to shaping public opinion. Content analysis shows that UNIAN demonstrates the greatest tendency to popularize heroic narratives (55%), while RBC-Ukraine focuses on this aspect less (35%). UNIAN pays much more attention to language policy issues (80% of materials) than RBC-Ukraine (50%). Correlation analysis confirmed a statistically significant relationship between coverage of humanitarian aspects and the formation of users’ worldviewsConclusions: The study found that online media significantly influence the public opinion, in particular through the topics of self-identification, language policy, and attitudes towards armed conflict. Media resources have varying effectiveness in reflecting these topics, which is reflected in public consciousness and perception of socially important issues.