Novoselskyi I. Convergent media in the Ukraine socio-cultural sphere: political aspect

The dissertation emphasis on influence of convergent media on the Ukraine socio-cultural sphere that in the framework of political science analysis covers aspects of political identity as an individual's characteristics in specific socio-political conditions, political participation forms as a politically motivated reaction and the state of political system and political culture specific as its valuable narrative. The subject area of political research is focused on influence of convergent media on the socio-cultural sphere of Ukraine due to the wide range of their communicative nature, diversity of content and opportunities for its promotion. The product of such influence is described as the value paradigm and political design of society which determines the prospects for Ukraine's development. The established political circumstances and tendencies of the Ukraine sociocultural sphere increasing dependence on the direct and indirect convergent media influence are not correlated with the normative regulation of the latter, including due to often chaotic and uncontrolled external factors (such as global information and communication processes, information war with Russia etc.). On the one hand, that is an integral part of the information and network society paradigm, which provides options for network and community self-reproduction, self-control, self-preservation. On the other hand, the author reveals the urgent need to introduce norms and civil safeguards in order to prevent destructive influences on the Ukraine socio-cultural sphere. Among these safeguards the finalization and adoption of the media law, the non-interference political institutions in the moral and ethical principles of media, the introduction of media education practices, raising media literacy and culture are defined. Key words: political communication, convergent media, socio-cultural sphere of Ukraine, information and communication technologies, public opinion, political culture, political participation, media sphere.