Імідж України у внутрішньополітичних і геополітичних контекстах сучасності

Abstract

The article considers the components and the forming factors of modern Ukrainian image. Attention is focused on the unique geographical location of Ukraine, which causes both advantages and significant political problems for the country. The authors defines internal and external factors which negatively affected the perception of Ukraine by other countries of the world. These factors include political instability, low living standards, developing corruption, torture and imprisonment of Euromaidan activists etc. The elements of a positive Ukrainian image in such areas like sport, culture, history and science are shown in the article. These advantages should be considered to build an optimal image of the country and to promote it through various mass media channels, including Diaspora`s potential. Investigating the quality of Ukrainian image and its real ranking among countries, as well as citizens` choice of geopolitical partners the data of the State Statistics Service of Ukraine on foreign investment figures Human Development Index, ranking of global competitiveness, SWOT-analysis, the results of the public opinion of the Razumkov Centre and Ilko Kucheriv Democratic Initiatives Foundation were included. In order to improve the image of Ukraine in geopolitical context the authors suggest developing a unified position on various social and political issues , which will be covered by foreign media, pursuing an active information policy of a specific institution with proper funding, clearly defining geopolitical priorities and selfdetermination, reconstructing the existing political system as there are favorable conditions and urgent need for such changes.