Communicative strategies of Ukrainian trade journals

Abstract

In response to the COVID-19 disease and Russia’s full-scale war against Ukraine, Ukrainian industry publications are adapting communication strategies. The purpose of the research was to analyse modern communication strategies of specialized Ukrainian magazines. Methods of functional, logical analysis, synthesis, deduction, induction were used. It was highlighted how Ukrainian professional journals are oriented in new conditions, what is their structure and content. The results show that the structural elements of the same-topic magazines differ and correlate with the topics of the publications and the needs of advertisers. There is also an analysis of intent as an example of representation of professional women in a magazine. The value of the results provides an opportunity to single out the main modern communication strategies and evaluate their impact on the formation of the information space in Ukraine.