Soft Power Technologies in the Information Space of the «United News» Telethon

I. Putsiata

Abstract


The study is aimed at determining the features of implementing soft power technologies in the information space of the «United News» telethon under martial law.

The research methodology is based on a combination of document analysis of regulatory legal acts, content analysis of telethon materials, elements of critical discourse analysis, as well as secondary analysis of sociological data on media consumption and public trust. Additionally, an analysis of the digital presentation of content through the headlines of online broadcasts was carried out, which allowed us to assess the features of communicative strategies in the digital environment.

The results of the study showed that the telethon functions as a strategic communication tool, within which soft power technologies are implemented through the consolidation of the information space, the symbolic construction of social unity, the practice of information verification, humanitarian narratives and international communication. At the same time, the risks of the transformation of communications towards mobilization, populist or propaganda practices were identified, which are associated with the centralization of the agenda, the increase in the emotionality of the broadcast, the limited representation of alternative positions and the problems of financing the format. A tendency towards a gradual decrease in public trust was also recorded, which directly affects the effectiveness of soft power technologies.

The scientific novelty lies in the systematic analysis of the telethon as a space for the implementation of soft power technologies with the identification of zones of transition to populist and propaganda models of communication and the definition of criteria for their demarcation.

The practical significance lies in the possibility of using the obtained results to improve state information policy, increase the transparency of the telethon, preserve media pluralism and strengthen public trust in strategic communications in crisis conditions.

Key words: soft power technologies, telethon «United News», strategic communications, information policy, public trust, media pluralism, propaganda.


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DOI: http://dx.doi.org/10.32840/cpu2219-8741/2026.1(65).8

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