Ukrainian Show Business in the 1990s: Communication Models and Forms of Presentation

The article examines the formation and development of Ukrainian show business in the 1990s. The author studies the communication models used by the members of artistic circles to present themselves to a wide audience. The main forms of representation of artists, in particular, through television, radio, and print media were analysed. It is found that in the early 1990s, traditional models of communication dominated, when the artist was an object of media influence. Later, however, there was a shift to the agency of performers who constructed their public image independently. The transformation of mass communication in Ukraine in the context of the establishment of a market economy and democratic freedoms was emphasized. The role of new media platforms (music channels and magazines) in shaping the popularity of artists is noted. The results of the study show that in the 1990s there was a transition from the “star” model of artists’ presentation to more diverse forms of self-presentation. In particular, the role of artists in constructing their own image has become more important, which correlates with the processes of commercialization and democratization of the media space. The study is based on a comprehensive methodological approach that combines historical, cultural and socio-communication analysis. Content analysis of media materials and discourse analysis were used. The data obtained can be used for further research on the transformation of the national media system and cultural industries. The results of the study may also be of interest to specialists in the field of mass communications, sociology, cultural studies, as well as to a wide range of readers interested in the history of Ukrainian culture