The Exhibition «Ukraine WOW» as a Creative Tool of Strategic Communications Support
Abstract
The purpose of the article is to reveal the potential possibilities of creative industries as a tool for relaying strategic narratives.
Research methodology. While considering the phenomenon of strategic communications as an important tool in maintaining and securing the national information space, methods of analysis and synthesis were used; while studying and describing the creative solutions of the exhibition, the methods of case study, reception, comparative and descriptive methods were used, and in summing up – the method of generalization was used.
Results. The article describes strategic communications as a powerful information and communication toolkit that contributes not only to the implementation of the state's interaction with society, but also to the preservation of the country's national information field during external threats, in particular, hybrid warfare. The potential possibilities of creative industries, in particular exhibition activities, as an important component in broadcasting the grand narrative of Ukrainian identity are reflected on. The analysis of one of the modern communication practices the exhibition «Ukraine WOW» was carried out. Based on its reception, the means of dialogizing the process of interaction with audiences are described, namely digitalization technologies, interactivity, elements of added reality, installations that encourage active understanding, encoded in the exposition of national meanings and contents. The ability of this type of exhibitions to adapt depending on the social mood was revealed (a comparison of the content of 2019 and 2025/2026 exhibitions was made). Active public involvement and audience feedback on these events were traced.
The novelty of the article is in comprehending creative industries, in particular, exhibition activities, as a powerful PR tool in supporting strategic communications and a channel of broadcasting the narrative of identity, as well as in studying the creative potential of expositions as a communication platform in the interaction of the state with the public.
The practical significance of the article is in the study of modern practices of creative industries, in particular the exhibition «Ukraine WOW», in supporting strategic communications; understanding the potential of communication tools in interaction with audiences and broadcasting the narrative of Ukrainian identity, which can serve as a demonstrative model for the application of relevant solutions in similar experiences.
Key words: strategic communications, national narrative, grand narrative, Ukrainian identity, information space, information confrontation, creative industries, creative solutions, exhibition activity, exhibition «Ukraine WOW».Full Text:
PDF (Українська)References
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DOI: http://dx.doi.org/10.32840/cpu2219-8741/2026.1(65).10
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