THE IMAGE OF POLES IN UKRAINIAN MEDIASPACE DURING THE WAR

This article explores the image of Poles in the Ukrainian mediaspace during the Russo-Ukrainian war, focusing on the period from 2022 to 2024. Using qualitative content analysis of Ukrainian regional media, the study examines how Polish-Ukrainian relations have been framed in the context of war, humanitarian aid, historical narratives, and geopolitical alliances. The research identifies dominant themes in media discourse, including Poland’s role as a key ally in Ukraine’s resistance, a provider of refuge and humanitarian support, and a long-standing historical partner. Additionally, the study analyzes the persistence of historical stereotypes, variations in coverage across different media outlets, and the influence of political and economic factors on the portrayal of Poland and its people. The findings suggest that the war has significantly reshaped the media representation of Poles, reinforcing positive narratives of solidarity and cooperation while also reviving complex historical discourses. Moreover, economic and political issues – such as Poland’s support for Ukrainian refugees, trade relations, and diplomatic tensions – have played a crucial role in shaping media attitudes. The study highlights how shift in economic cooperation, political negotiations, and policy decisions influence the perception of Poland in Ukrainian media. While the spread of misleading information, both in Ukrainian and Polish media spaces, has contributed to moments of diplomatic tension and public skepticism. By amplifying divisive issues and fueling misinformation, Russian propaganda seeks to undermine the strong partnership between Ukraine and Poland, which has been crucial during the war. By providing insights into media discourse during a time of crisis, this research contributes to a broader understanding of how international relationships are mediated through public communication, particularly in times of geopolitical and economic upheaval.