Кафедра медіа, іміджу та комунікацій
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Item type:Наукова стаття, Leading the digital frontier: Harnessing artificial intelligence for transformative specialist training in higher education(2025) Nykoliuk, Tamara; Tykha, Larysa; Zabiiaka, Iryna; Sadova, Larysa; Pylypiuk, Larysa; Kotenko, ViktoriiaThe relevance of studying advanced technologies and using artificial intelligence in training specialists is primarily due to the rapid development of digital technologies, which significantly transform the educational process, increasing its flexibility, individualisation and efficiency. The study investigates the dynamics of the use of AI technologies in education and identifies the extent to which digital technologies influence the development of digital skills and literacy, which is important for ensuring the competitiveness of graduates in the modern economy. This study examines the factors that determine the success of using advanced educational technologies and AI in training specialists and assesses their impact on the quality of the educational environment. The main methods for qualitative analysis of the research components include synthesis of literature sources, case analysis, systematisation, and generalisation. During the quantitative research, a survey was conducted to collect data, and the available statistical information was analysed based on the calculation of the χi-square criterion. The analysis was based on data collection through a survey of 297 individuals pursuing a degree in Ukraine. The independent variables of the analysis were the educational degree being pursued by the respondents and the level of digital skills. In contrast, the dependent variables included the frequency of using AI-based educational platforms, the purpose of using AI in education, the level of satisfaction with the quantity and quality of available AI platforms for education, and the readiness to implement new educational technologies. The results of the study confirm that the frequency of access to AI-based platforms for learning by participants of the educational process, the purpose of using such technologies and satisfaction with their quality affect the process of integrating advanced educational technologies and artificial intelligence into higher education institutions. The study demonstrates the need for a systematic approach to introducing educational technologies in the training of specialists to ensure a qualitative transformation of the modern educational system.Item type:Наукова стаття, Leveraging Media and Public Relations Strategies to Advance Sustainable Development: Approaches, Frameworks, and Tactics in Modern Conditions(Grassroots Journal of Natural Resources, 2024) Nykoliuk, Tamara; Mialkovska, LiudmylaThe use of media and PR materials in the modern context of gamification and interactive communication actively engages audiences in complex sustainable development issues. The research aims to analyze the strategies, models, and methods of media and PR technologies for promoting the principles of sustainable development in society. A combined approach was used, incorporating thematic case studies and secondary data analysis, to examine the impact of media and PR technologies on sustainable development. The study focused on recent media and PR technologies and data from twenty-four countries on public trust in media and its dynamics in Ukraine from 2020 to 2024. The article highlights the potential of PR and media campaigns to influence individual and corporate actions, offering strategies to optimize their impact in promoting sustainable development. We discussed the strategies and formats for successfully applying media and public relations technologies to advance the principles of sustainable development. The study examines practical examples of implementing media and public relations projects that utilize innovative communication tools for achieving the Sustainable Development Goals. It analyses the level of trust in media resources worldwide and the dynamics of trust in media in Ukrainian society. The research emphasizes the importance of media in raising environmental awareness, promoting sustainable business practices, and supporting the United Nations' Sustainable Development Goals (SDGs).Item type:Наукова стаття, MANIPULATIVE TACTICS IN MODERN ENGLISH-LANGUAGE MEDIA DISCOURSE: LINGUISTIC, PRAGMATIC AND EDUCATIONAL APPROACH(Conhecimento & Diversidade, 2023) Mialkovska, Liudmyla; Yanovets, Alla; Nykoliuk, Tamara; Honchar, Kateryna; Khnykina, OlenaThe relevance of the chosen research topic is dictated by the need to describe manipulative tactics in modern English-language media discourse, taking into account both the cognitive mechanisms involved in it, which represent the basis of mental activity, and the communicative aspects of influencing a wide audience. It is shown that manipulation implies the choice and use of linguistic means that allow having a hidden effect on the addressee. Manipulative influence is considered as a leading discursive practice, which is a complex of strategic and tactical components aimed at shaping public opinion within the media space.Item type:Наукова стаття, New Media as Modern Communication Technologies: The Digital Dimension(2023) Mialkovska, Liudmyla; Zhvania, Liudmyla; Tykha, Liudmyla; Nykoliuk, Tamara; Pimenova, OlenaThe latest media nowadays is a set of interaction tools for expanding the subjects’ communicative, sensory and cognitive capabilities involving information and communication technologies that correspond to the historical period of their development. Currently, these are technical means (PC equipment with a software complex, with various means of supporting network communications), information resources and communication platforms based on digital technologies. Modern media meet the needs of long-distance, international interactive communication and integrate a number of means for the individual’s creative implementation, his social activity and participation in society’s information processes. The purpose of the academic paper is a theoretical and practical description of the concept, individual types and features of using new media as technologies that provide communicative processes in the digital mode. Methodology. In the process of preparing the present research, several methods were applied. In particular, analytical and bibliographic methods, induction, deduction, analysis, and synthesis of information were used to study scientific literature on applying new media when working with communication processes in the digital dimension. System-structural, comparative, logical-linguistic methods, abstraction, and idealization were used to study and process data. The questionnaire survey was conducted by the research’s authors in online mode for the practical clarification of media tools’ certain aspects in the field of communications. Results. Based on the research results, the features of using new media types as modern communication technologies in the digital space were studied.