Ukrainian Travel Media: Analysis of Thematic Categories

Authors

Keywords:

thematic orientation, thematic categories, travel media, social media, travel journalism, content analysis

Abstract

This article analyzes the content of Ukrainian travel media to determine their thematic orientation by utilizing content analysis and statistical methods. To verify the representation of different thematic categories in the travel media a two-stage research design was adopted. First, we conducted a survey, applying a random sampling method regarding the most important themes covered by different travel media. Respondents’ answers were analyzed and grouped into several categories: learning about the country, art, lifestyle, famous historical figures, nature and ecology, tips, tourism infrastructure, tourism development, marketing and trends. Second, a content analysis was conducted by using the method of distributive averages of the mode and median to calculate the share of each thematic category. The dominant travel media thematic categories demonstrated the following rating: 1) learning about the country, 2) tips, 3) lifestyle, 4) art, 5) nature and ecology, 6) famous historical figures, 7) tourism infrastructure, 8) marketing and trends, 9) tourism development.

Author Biographies

Viktoriya Shevchenko, Institute of Journalism, Taras Shevchenko National University of Kyiv

Viktoriya Shevchenko is currently holding the Chair of Multimedia Technologies & Media Design at Taras Shevchenko National University of Kyiv. She completed Doctor’s degree in social communications. Her doctoral dissertation was titled "The journal content visualization concept in the system of scientific views in the media of social communication" (2013). Recent publications include "Formation of the Concept of Media” (2016), "Multimedia Content" (2017). She is currently conducting research in modern technologies of education, communication, multimedia content, convergent journalism, data journalism, and visual communications. Her academic interests also include education technology, design, media technology, and visualization of information.

Nataliia Malysh, National University of Kyiv-Mohyla Academy

Nataliia Malysh is a professor of the Chair of Public Governance at the Faculty of Law at National University of Kyiv-Mohyla Academy. She completed Doctor’s degree in Public Administration.  Her main research interests include state policy analysis, its monitoring and assessment, state policy, state policy in the sphere of education, culture, tourism. She has authored 150 scientific works.

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Published

2022-08-05

Issue

Vol. 13 No. 25 (2022): Vol. 13 No. 25 (2022)

Section

Articles

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Copyright (c) 2022 Viktoriya Shevchenko, Nataliia Malysh, Olena Tkachuk-Miroshnychenko

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