BEYOND THE WAR NARRATIVE: ENGLISH-LANGUAGE INSTAGRAM MEDIA AS A TOOL FOR PROMOTING UKRAINIAN BRANDS TO GLOBAL AUDIENCES

Abstract

The full-scale Russian invasion of Ukraine in February 2022 significantly increased international attention toward Ukraine. Global media coverage has largely focused on military operations, humanitarian challenges, geopolitical developments, and security issues. Although such coverage remains critically important, it has also contributed to the formation of a predominantly crisis-oriented perception of Ukraine among international audiences.

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