The phenomenon of military experts in media: personalities, functions, requirements, expectations

This article investigates the most problematic aspect of mediatized war, primarily identified in the discourse of modern media. Military experts adapt both combat realities and the context of international politics for public perception through Anthony's model (from strategic to operational levels). The study problematizes the formation of a new media institution performing informational, analytical, interpretative, prognostic, and psychotherapeutic functions but not meeting normative institutional requirements. The polyphony of expert opinions in media forms a pragmatically multi-layered media discourse resonating widely in Ukrainian society. Critical perspectives highlight issues regarding the quality of military expertise, including communicator background, sufficiency of knowledge, adherence to media standards, message relevance, and communication effects. The research identifies problematic points through focus group interviews with media communication professionals and researchers across Ukraine. It also presents content monitoring results of expert military media discourse, summarizing respondents' evaluative judgments on personalities, selection criteria, expectations, and demands for top military media experts. It is demonstrated that the positioning of key communicators as experts is subordinated to media logic: high media presence enhances status and demand in the media field.