The research analyzes a topical issue of gender balance in media in its historical cutoff. The authors consider imbalance regarding the gender of the key figures in publications as one of indicators of latent discrimination. The subject of the content-analysis is Globus, an illustrated magazine published in Kyiv in 1923-1935. This progressive periodical paid significant attention to the issue of female emancipation; that is why its research is also demonstrative for studying the diachrony of a gender stereotypization phenomenon. The purpose of the content analysis was to determine the qualitative indicators with respect to distribution between verbal and visual women’s and men’s images in this magazine as a material indicator of worldview stereotypization. As the research results show, Globus had extremely low rate concerning the women’s representation in text materials (15%) and illustrations (18%). Correspondingly, the ratio of women’s and men’s images in total amounts to 1:5. Moreover, a tendency to gender asymmetry in 1930’s only increased, since the quantity of men’s representations in the magazine of 1932 reached almost 90% and women’s ones decreased respectively. Thus, the comparison of women’s and men’s images already amounted to 1:7, i.d. gender disproportion grew up. The data received have been compared with the monitoring results of current media content related to the compliance with gender balance; that allowed specification and analysis of main tendencies in representation of women and men in the media discourse in the beginning of XX and XXI centuries.

The article reveals the psychological foundations of the manipulative influence of the media on the ordinary consciousness of the information consumer, analyzes the methods of manipulative influence. The survey of respondents has determined the activity rate of information consumption, the level of interest in various media formats, the respondent’s degree of awareness of the specificity regarding influence on their consciousness. Methods of media influence on ordinary consciousness include various types of fragmentation of information, game by facts and figures, logic violations, semantics (use of metaphors, emotionally evaluated vocabulary, language of symbols, archetypes, antitheses) of stereotypical images for attaching certain connotative stereotypes to the consciousness in order to strengthen influence, and others. Consequently, the technologies of influence determine the need for psychosemantic analysis to study stereotypical, mythological and archetypal images of ordinary consciousness. The research demonstrates the relevance of the psychosemantic approach to the study of ordinary consciousness in the modern information society, the impact of crisis processes in the society development on the changes in certain levels of ordinary consciousness and the main tendencies of its transformation; as well as the empirical research of the formation of the ordinary consciousness by mass media has been demonstrated.

The subject of the research in the publication is the method of parents-children conflicts construction and the typology of parents’ images in teen serials of Ukraine and Poland. For analysis such series as “School” (Ukraine, 2017), “First sparrows” (Ukraine (2020), “Sex, Insta and ZNO” (Ukraine, 2021), “Sexify” (Poland, 2021) have been chosen; that allows drawing parallels between these media products made at different time, specify the methods of reflecting the conflicts between parents and children, peculiarities in constructing the parents’ images in each of the series, typology of the images due to psychological problems actualized in the series. The purpose of the research is to specify media narratives in representing the parents-children conflict and images formation based on the material of teen series. The purpose of the research can be reached due to the application of content analysis as a system research technique for objective description of the available content of communication in media material; such methods of analysis as comparison, synthesis, narrative analysis. Due to the use of the above methods, the following results have been reached: summarized the typology of conflicts in the series specified outlining those storylines and characters related to these conflicts, in particular, the conflict of opinions, values and behavior; determined and systemized typological images of parents in the series being researched – aggressive parents, parents imposing their own vision of the future on a child, making them implement parents’ own dreams and comply with the stereotypes topical for them; asocial parents, parents who cannot cope with their own lives, etc.: write the narrative strategies of formation of these kinds of images. Thus, the research outlines particular media psychological problems related to the narratives in teen series made in Ukraine and Poland. The perspective of the research is the engagement of larger volume of media materials of the thematic group, determination of new problematic areas to deepen media psychological context. Key words: teen series, narrative, typology of images, conflict.

Social invisibility is a complicated psychological and social phenomenon reflected by particular strategies of the society’s attitude to individual groups, their marginalization or “invisibility”, which is especially noticeable in the periods of crises. Ukraine has experienced revolutions, a partial territorial occupation, a pandemic and a large-scale invasion since 2013. The crises of these years influenced society’s life, its readiness or unreadiness to tolerate particular social issues. The analysis of the tendency in covering the issues concerning the LGBT community in the Ukrainian online media of Ukrayinska Pravda (UP), Gazeta.ua (G), Obozrevatel.com (Ob) during 2010 – the first part of 2022 based on statistical and content-analysis of publications gives a chance to prove that. The research findings demonstrated that, in general, publication activities of the media do not demonstrate tendencies to increased amount of media content devoted to the problems of the LGBT community. The thematic range of publications is also relatively limited, its core is the issues of the Equality March organization and holding, social reaction to this event, world’s news and activity of local politicians. The serious analytical publications concerning the problems of the LGBT-community are at the periphery of the themes. Stories of the LGBT-community representatives, including media persons who demonstrate positive examples of social adaptation, an issue of gender-based tolerance in the society, etc., remain beyond the attention of the editorial staff, observation of human rights, issues of the queer culture. The reasons for such a situation can relate to the editorial staff’s policy and influence on formation of the narrative in the country concerning the rights of the LGBT-community representatives. The research of other top-rated media publications is also prospective not only with regard to quantity and themes, but also quality; in particular, compliance with journalist standards and ethical norms by the authors. That will allow reception of a more complete picture concerning the representativeness of the LGBT community’s problems in the country’s media environment and the specification of the indicators influencing their formation, as well as understanding mechanisms of social invisibility in media.

The article studies the space images as the basis for mental space represented in the Ukrainian media. The study of concepts of Ukraine’s mental mapping is extremely important for the modern Ukrainian society, since it allows to understand and outline clearly the key problems of self-identification of Ukrainians, to identify and eliminate the acute problems of national confrontation at the level of perception of the state as a cultural phenomenon, gradually form awareness of integrity through rejection of manipulative images. The objective of the study is to identify the key spatial contexts (mental maps) for the Ukrainian information space, and geographical myths that determine self-awareness of citizens in the regions. In the process of scientific research it was used hypothetical-deductive and analytical methods as well as the method of system approach. In general, the study is a part of a comprehensive research devoted to special nature of space images in text communication, including belles-lettres and media communication. In the author’s opinion, the particular space concepts as the basis of mental space of information consumer specify interpretation of this information and create an opportunity for miscellaneous information manipulations. In the article it is used the concept of a mental map, which is the key one for the theory of space mental mapping. The mental maps of the Ukrainian media scene show a clear opposition of “east”- “west” in the context of positive/negative and axiological positions; as well as fixation of particular geographic myths that are perceived as an axiom, not becoming a subject of understanding and re-assessment in the altered reality both for ordinary information consumers and also for the authors of media texts.