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Fighting Stereotypes
For years, Ukraine was a member of the Soviet Union, closely tied to Russia. Since gaining independence in 1991 the nation, which is now the second-largest in Europe, has had the opportunity to completely recreate its cultural identity. In its early years Ukraine’s efforts were devoted to political obstacles: forming a Constitution, electing a leader, and establishing itself as a nation.
Two decades later, Ukraine has begun to look more consciously at the way it communicates itself to the world. Because its television and radio broadcasts remain largely isolated within the country, Ukraine has turned to the internet as the primary means for international communication. In 2009, many publishers made the transition to online platforms and social media, and today 8.7 million Ukrainians are connected to the Internet daily (13). Ukraine is using this medium to combat the negative stereotypes perpetuated by global media, and instead paint itself as a legitimate European nation with its own culturally rich history.
Before a new image of Ukraine can take hold, the country must reverse the stereotypes that have developed across global media platforms. As explained in the Potrayals section, Ukraine’s is primarily featured by global news media as a politically corrupt nation that still sits in Russia’s shadow. A quick skim through the BBC presents articles on punches being thrown in Parliament, former President Kuchma implicated in a murder, and conflict with the Russian oil company Gazprom.
International travel websites warn would-be travelers of potentially poor hospitality, petty crime, and lack of English-speakers. In May 2012 the Ukrainian publication Kyiv Post published an article claiming that Ukraine’s image is “anything but tourist-friendly.”