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Image at Home
Dyczok also recognizes that there is a question of national identity underlying the development of an international identity. It is one “with which both politicians and scholars grapple…how are national identities being constructed and what does it mean to be Ukrainian today?” (10).
There is a currently a search in Ukraine for a national identity, amidst the problems faced by the young nation. The country must strive for the type of Dyczok specifically mentions the slow pull away from Ukraine’s Soviet past, but it also faces domestic issues such as political corruption and economic instability have caused many Ukrainian professionals to move away from their homes.
Lena, a 26-year old woman who lives in the small town of Cherkassy says that she has noticed the loss. “Most people over 20 try to find a job in Kiev or just move to bigger cities,” she said. What Ukraine needs is the type of national pride and loyalty described by Lena, who has decided to stay in the country. “I am proud to live in Ukraine,” she said. “If I don’t love my country it is not really honest to live here. Even though [the] social and political situation is not what I would ever proud for. I like its nature… I like that Ukraine is so different in every part but we still have something in common.”
The idea of “something in common” is what Ukraine is just beginning to find, as exemplified by sites such as Discover Ukraine. Unfortunately other media don’t represent this common cultural heritage nearly as well. The channel 1+1, one of the two most popular stations in the country, presents programming that is a mix of Western-adopted shows such as Hell’s Kitchen and sitcom-type content produced in Ukraine. There is a Western association, but no visible representation of architecture, history, and art seen across Ukrainian websites.
The national media need to find a way to foster a sense of unity in Ukraine, a cohesive national identity. That, coupled with efforts to combat political and economic issues, would help to extend a more positive image of Ukraine to the world.
Martin Edmonds, who served as the director of the Defence and International Security Research center in Great Britian, affirms this goal, speaking from a Western perspective. “The consensus is in the West is that…if Ukraine were determined to pull itself up by its bootstraps, the response of the international community would be much more positive.” He claims that Ukraine must “do something to promote an image of Ukraine the world would find attractive and appealing" (13).
It should be recognized that Ukraine is making an effort to improve their international image. Not only did they form travel and PR websites, but also passed legislation that allows US tourists to travel to Ukraine without a visa. Ukrainian media have made an effort to exclude issues of political corruption, economic woes, and ties with Russia from their coverage.
These steps illustrate Ukraine’s desire to be seen by the rest of the world as a culturally sovereign nation that has its place among its European neighbors. Looking towards the future, Ukraine needs to address its internal problems and create a unified cultural identity that is recognized inside the country as well as abroad.