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Stereotypes
The representation of Ukraine as a still-developing country continues outside of world news. Popular travel and public relations organizations that feature Ukraine portray it as a country still in various stages of development. Instead of this lack of development manifesting itself in politics and business, the focus is primarily on petty crime and corruption. The redeeming features of Ukraine are its rich cultural background and status as a relatively undiscovered tourist destination.
Crime v. Culture
Private travel website lonelyplanet.com describes Ukraine as a country “slowly creeping towards change and modernity.” While commending Ukraine as a travel-worthy destination, the site obviously places Ukraine below more developed countries, warning of potentially poor hospitality, a lack of English- speakers, and “devious” policeman. The US State Department’s travel website presents a more factual portrayal of Ukraine as a feasible destination, yet still echoes Lonely Planet’s bias. “Crime” is the longest section on the State Department’s website, warning of petty crime, pickpockets, regular scams, and a lack of English.
One of the most optimistic descriptions of Ukraine comes from the travel website traveltoukraine.org, maintained by the US-Ukraine Foundation. This site basically serves a PR function for the country, highlighting its cultural diversity and international recognition through various awards and articles. The site’s portrayal of Ukraine is exceedingly positive, but extremely one-sided. No mention is made of crime, corruption or negative news coverage. The only description of Ukrainian citizens is that they are extremely hospitable and give their guests the “red-carpet” treatment.
Generally Improving
All sources agree that Ukraine has generally improved in recent years. Steps have been taken to make the country more appealing to foreigners, and to put Ukraine on equal footing with the rest of Europe.
Both Lonely Planet and traveltoukraine.org tote the fact that Ukraine was chosen to host the 2012 European Soccer Championships. These sites, along with an article published in the Kyiv Post, maintain that the event gave Ukraine to prove itself to the rest of the world as a fully-functioning nation capable of handling the organization and tourism responsibilities. The coverage of this opportunity helped cement in place Ukraine’s portrayal as a tourist-friendly nation that is in its final stages of development.
Versus Global Portrayal
The stereotypic “skins” granted to Ukraine by non-news sources are generally similar to those created by news organizations. In both cases, Ukraine is still below the level of refinement seen in Europe and the US, but coverage suggests that the country is striving to improve. Lonely Planet also contains a few references to leftover Soviet influences, a theme that also remains prevalent in world news coverage.
These“ portayals differ in that their image of Ukraine is much more positive. Descriptions present a culturally diverse nation that has something to offer to both the individual traveler and the world. Lonely Planet mentions warm-hearted people, off the map travel experiences, and improving infrastructure. The website traveltoukraine.org intensifies this idea with descriptions of a Jewish Folk Music Festival and historic cities.
Regardless of the exact examples, all of the non-news sources listed above paint Ukraine as a nation on the edge of full development that is growing increasingly more worthy of worldly attention. By avoiding mention of political or economic corruption, these sources present a Ukraine that is much more approachable than the nation described in the world news.