Abstract The paper systematises and analyses basic definitions, classifications, functions, and forms of expression of the ideologeme as a fundamental unit of ideology, as well as reveals the specific features of functioning of ideologemes in the media discourse. In particular, it elaborates on the issue of ideologeme and mythologeme convergence, which can cause mythologization of ideology and ideologization of mythology. A special emphasis is placed on the ability of ideologemes to adapt the structural units of the myth to their content. The purpose of the article is to determine the ability of ideologeme to represent an ideology in the media discourse in the light of its definition framework and functional parameters. Keywords: mass media, ideologeme, mythologeme, ideology, ideologization.

Abstract The article presents a differentiation of connotations for the following numbers: one, two, three, four and five from the Dmytro Merezhkovsky’s journalistic program. The implicative nature of the numbers is already established. On its basis there is the synthesis of binary oppositions with religious and philosophical directions and additional extrapolation of the number system into Russian political and cultural areas in the first half of 20th century. The purpose of this article is to differentiate mul- tiple connotations of author’s images and to demonstrate examples of their use. The subject of this study is also to show the ways of reality reflection in the symbolist journalism. The article presents numerical symbols in D. Merezhkovsky’s publicism. Key words : symbol, number, The Third Testament, «new religious consciousness», God-Man, man-deity.

Abstract The article deals with the psychological and linguistic methods of establishing a social life and the impact of the magazines on the public consciousness in the Ukrainian Soviet Socialist Republic. Press provided concealed manipulation programming of the citizens’ behaviour. The whole society was imposed with the regulated values, moral imperatives and ideals via indoctrination, pressure and attack. Mass zombing was considerably played by “the new language” which implemented the basic notions of the totalitarian ideology.

Abstract The article analyzes the reaction of German media to the assaults on women in Cologne and other German and European cities on New Year’s Eve 2015/2016. Nationwide TV channels and news- papers, with rare exceptions, did not report about the events till January 4 or even 5, causing outrage in social networks. This is serious evidence of deep problems in German and Western journalism. Due to the abundance of information resources, the mainstream media hold no monopoly on news delivery anymore. If they continue to compromise themselves, there is a danger of reorientation of the Western audience towards alternative sources of information: extremist Internet resources and foreign media, first of all the Russian ones. Key words : media concealment, silence strategy, German journalism, Cologne attacks, migrant crisis, Russian influence, right-wing rising, anti-fascist discourse, tolerance.

Abstract This article presents the analysis of thematic, historical and political spectrums of the “Ukrainian” content in the German newspapers and magazines of the interwar period. As a source base for this scientific work the authors analyze the newspaper and magazine journalism of that time, which allows not only to keep certain historical episodes (konstatives), but also (in some way) to reflect the views, needs, intentions, challenges, promises as well as German political and social factors in terms of disillusionment of Ukrainian patriotic forces (performatives).

Abstract

Abstract External marketing communication of companies is a purposeful process of transferring in- formation to the company’s environment - society, competitors, clients and receiving their feedback. Based on the signals, the company adapts its way of communication. Choosing the most suitable type of communication may be one of the factors deciding about a company’s success. Even the best offer would not be able to attract customer’s attention if the information did not reach one. The article combines secondary data - results of the research conducted in Polish compa- nies regarding the use of communication tools, and primary data obtained from own surveys carried out on students regarding the perception of those tools. The purpose of the article is to evaluate the perception of different communication forms by young customers. Keywords: external communication of companies, marketing tools, marketing communication.

Abstract Online marketing is nothing else than a model of traditional marketing in cyberspace; it is a hybrid of previous forms of mass communication. In the first decade of the 21st century, the instru- ments used in marketing in political communication were revolutionized by the emergence of solu- tions enabling the interactions of users on the Internet. This type of marketing is characterized by a range of concepts, and includes online advertising campaigns, websites, interactive social networks, video-sharing sites, which encourage users to regularly post new material, websites that enable the publication of photos, images and other files or those that are based on content provided by users i.e. Wikipedia (including blog sites). Contemporary, internetized election campaigns combine low costs with effectiveness because location no longer limits social contacts in the exchange of election-re- lated information. Key words : online marketing, political communication, website, social network, blog, election campaign

Abstract The primary aim of this article is to analyze the Twitter communication strategy and its eficien- cy. The authors took into consideration four Ministers of foreign affairs from Great Britain, Poland, Ukraine, and Russia (their private accounts have also been examined). However, considering that Ministers of Poland and Russia did not have their own Twitter accounts (Witold Waszczykowski and Siergiej Lawrow), authors decided to analyze private accounts of Great Britain’s and Ukrainian’s Minis- ters (Boris Johnson and Pavlo Klimkin). All examined profiles are accredited. Because of the populari- ty of Twitter and the appearance of the new type of diplomacy, which involves social networking sites, the authors attempted to make a qualitative and quantitative analysis of given accounts. The results present the effectivity index and also show that spontaneously published messages on social media have a significant impact on how state institutions convey content. What is more, the qualitative and quantitative analysis and the effectivity index allows to present the tools needed for e-diplomacy on Twitter. Keywords: diplomacy, Twitter, Ministry of Foreign Affairs, effectivity index.

Abstract The publication presents how the Internet and new trends in modern communication influence the Polish language. Digital forms of communication provoke people to use language shortcuts, bor- rowings and make users do not care about language correctness. The author attempts to outline the future development of the Polish language. Key words : language trends, communication, netspeak

The construction sector significantly impacts environmental sustainability, necessitating the adoption of greener alternatives. Green building materials provide a sustainable solution by lowering carbon emissions, improving energy efficiency, and reducing construction waste. This review analyzes various green materials, their advantages, challenges, and implementation, with a focus on the Indian context. The findings are based on research prior to December 2017 to assess advancements in sustainable construction.