POLISH MEDIA LANDSCAPE: TRENDS AND PERSPECTIVES ON UKRAINIAN MATTERS

This article provides with the information about the evolving Polish media landscape, with a particular focus on its coverage of Ukrainian matters. Drawing on a multidisciplinary approach, the study examines the trends, challenges, and perspectives that shape Polish media narratives in the context of geopolitical proximity and historical ties between Poland and Ukraine. The analysis incorporates content analysis of major Polish media outlets, audience studies, and comparative assessments of traditional and digital media. Key findings highlight a significant increase in Ukrainian-related coverage following Russia's invasion in 2022, with many outlets introducing dedicated sections to address the war, refugee crisis, and humanitarian aid. The research also underscores the role of media framing, government influence, and audience engagement in shaping public discourse. Furthermore, the study explores the impact of digital media, the representation of Ukrainian voices, and the implications for cross-border narratives and cultural integration. The findings contribute to academic discussions on media representation, international relations, and the dynamic interplay between media and migration in shaping public opinion. In the article it is concluded that the media market in Poland is quite ambiguous. On the one hand, it is characterized by global trends: a decrease in the number and circulation of printed publications, the creation of online counterparts, an increase in interest and demand for Internet media; on the other hand, the phenomenon of the leading Polish media being owned by foreign companies is quite atypical. Obviously, this has its advantages and disadvantages. Nevertheless, as of today, there are media in Poland that can be called independent of the government.