Комунікативні моделі українського шоубізнесу 1990-х на прикладі діяльності агенції «Територія А»

This article explores the communicative models of Ukrainian show business in the 1990s, using the case of the Territory A agency. It examines the establishment and development of the industry during this period, highlighting the role of communicative strategies in shaping the popularity of artists. The study analyzes key forms of representation for show business figures, including television, radio, print media, and emerging new media platforms. It notes that the communicative models of the time were undergoing a transformation—from traditional formats to more active and self-directed approaches. Particular attention is given to the role of the Territory A agency, which emerged as a leading force in artist management and production. The findings indicate a shift during the 1990s from a “star system” of artist presentation toward more diverse modes of self-presentation, driven in part by artists’ growing involvement in shaping their own public image. The study employs a comprehensive methodological approach that combines historical, cultural, and socio-communicative analysis. It utilizes content analysis of media sources and discourse analysis. The results offer insights that may be valuable for further research on the transformation of Ukraine’s national media system and cultural industries. The research findings may also be of interest to professionals in mass communications, sociology, and cultural studies, as well as to a broader audience interested in the history of Ukrainian culture.