THE ROLE OF MASS COMMUNICATIONS IN THE PROCESS OF FORMING THE INTERNATIONAL IMAGE OF A STATE: FROM THEORY TO PRACTICE

The article provides a comprehensive theoretical, methodological and applied analysis of the role of mass communications in the process of forming the international image of a state in the context of global information interdependence and hybrid challenges. Based on the generalization of approaches from the theory of «soft power», public diplomacy, framing and institutional concepts of communication policy, it is substantiated that the media space has become a key resource for foreign policy influence and reputational stability of states. The normative and legal principles of regulating mass communications in Ukraine are analyzed, and the conceptual limitations of the current legislative definition of mass information in the context of modern media practices are identified. The functional role of traditional international media as architects of the national image is revealed, and comparative models of image communications of the USA, Great Britain, Germany, South Korea and Ukraine are characterized. Particular attention is paid to the specifics of the Ukrainian model of crisis and post-crisis communication in the context of a full-scale war and the formation of transnational solidarity networks. The factors of the effectiveness of communication strategies of states are identified: the coherence of the national narrative, the institutional capacity of public diplomacy, trust in official sources, the ability to respond promptly to information challenges, the integration of cultural, political and economic content, the systematic analysis of reputational risks. The directions of further research related to the development of empirical indicators for assessing the effectiveness of image communications, the improvement of legal regulation and the interdisciplinary study of the interaction of mass communications, cultural policy and information security are formulated.