Sergieieva A. National cultural code in the Ukrainian blogosphere: Instagram, TikTok, Facebook

The paper is devoted to the problem of the functioning of the national cultural code in the Ukrainian blogosphere, namely on Instagram, TikTok, Facebook, the relevance of which is growing due to the influence of social networks on the formation of public opinion and nationality, the cultural perception of national identity. The theoretical and methodological base of the thesis is represented by the works of Ukrainian and foreign scholars, namely: S. Hall, A. Higson, J. Hyatt, H. Simons, C. Levi-Strauss, C. Simko, J. Olick, F. Saussure, M. Norton, R. May, K. Chaplin, D. Coyle, P. Cobley, C. Chen, G. Gotti, T. Kang, D. Carbaugh, B. de Mente, A. Halynska, I. Harbera, A. Selivanova, N. Sharmanova, Ya. Bylytsia, F. Batsevych, V. Badiul, L. Savchenko, A. Shevel and others. These scholars consider the national cultural code as an important element of culture, determine the way of perception, understanding and interaction of people in a particular culture. In today’s world, national cultural codes permeate numerous aspects of human еxistence, including mass communication, media, economics, and politics. According to the scholars, the understanding of the functioning of the national cultural code is important since it allows comprehending and analysing cultural manifestations, perceive traditions, symbols, rituals and other aspects of culture as elements of an integral code. This helps to understand the historical context, social norms and values that affect the behaviour of other people, their worldview.