Аржаних, Анна Олександрівна (2025) Створення двомовного інстаграм-проєкту про маловідомі українські гурти: текстове, візуальне наповнення та просування проєкту [Composition] Перший (бакалаврський). Шифр академічної групи: МЖб-1-21-4.0д. Дата захисту: 17.06.2025, Київський столичний університет імені Бориса Грінченка.
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Abstract
This bachelor’s thesis is dedicated to the study of music as an instrument of “soft power” in the international context. The paper analyzes how cultural products (music in particular) can influence a country’s image, international communication, and global recognition. The theoretical foundation of the research is based on the concept of soft power formulated by Joseph Nye, which examined through the lens of music usage in foreign policy and countries’ cultural strategies. Exceptional attention is given to the cases of South Korea and its K-POP expansion, as well as the Eurovision Song Contest as a European platform for cultural diplomacy. The thesis explores not only international examples but also the growing role of Ukrainian music following the outbreak of the full-scale war. The author analyzes how musical works can shape symbolic images of a country, convey identity, and strengthen emotional connection with external audiences. A special emphasis is placed on how Ukrainian performers have become carriers of cultural power, capable of influencing Ukraine’s image on the global stage. A central element of the research is the implementation of the author’s own project — a bilingual Instagram profile dedicated to promoting lesser-known Ukrainian bands. Through visual identity, editorial planning, and audience engagement, the project serves as a practical embodiment of the ideas outlined in the theoretical part. It aims to create a cultural bridge between Ukraine and the world through an accessible and emotionally expressive medium — music. Thus, this thesis is not only an attempt to conceptualize the phenomenon of “soft power” from a theoretical standpoint but also an example of a practical media project that serves as a relevant tool of cultural communication. It combines academic research with conscious cultural activism and holds potential for further development as both a research and public format.
| Item Type: | Composition (Перший (бакалаврський)) |
|---|---|
| Uncontrolled Keywords: | soft power; cultural diplomacy; Ukrainian music; national identity; K-POP; Eurovision; digital media |
| Шифр освітньої програми: | 061.00.05 |
| Шифр академічної групи: | МЖб-1-21-4.0д |
| ПІБ наукового керівника: | Бут Крістіна Олександрівна |
| Дата захисту: | 17.06.2025 |
| Місце захисту: | Київський столичний університет імені Бориса Грінченка |
| Subjects: | Qualification works of applicants > Міжнародна журналістика |
| Divisions: | Факультет журналістики > Кафедра міжнародної журналістики |
| Depositing User: | Анастасія Микитівна Івлєва |
| Date Deposited: | 24 Mar 2026 08:01 |
| Last Modified: | 24 Mar 2026 08:01 |
| URI: | https://elibrary.kubg.edu.ua/id/eprint/56718 |
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