The Degree of Ukrainianization and Social Relevance of the Top Youtube, Instagram and TikTok Accounts

Abstract

The purpose of the article is a definition of the degree of Ukrainianization and social relevance of the TOP-10 by the number of subscribers of Ukrainian authors accounts in the most popular social platforms: YouTube, Instagram, TikTok at the end of 2022 — at the beginning of 2023 in the conditions of a full-scale war. The methodology. A quantitative-qualitative approach had combined the cultural interpretation of the obtained results with a qualitative content-analysis for establishing markers of “pro-Ukrainity” for TOP-10 accounts of these social platforms that included both linguistic and visual (screensaver/slogan/story), and meaningful indicators (video content). The statistical analysist had determined the percentage of compliance of the top Ukrainian profiles to these markers in November 2022 and February 2023. The results. It had been established that under the condition of minimum criteria (one indicator out of 3–4), the integral level of “pro-Ukrainity” of the leading profiles of social platforms popular in Ukraine was satisfactory (YouTube — 50%, Instagram — 80%, TikTok — 30%). Under the condition of a stricter approach (compliance with at least two criteria), the results were unsatisfactory. It had been determined that the dynamics of “pro-Ukrainity” in the top YouTube and TikTok profiles had not accelerated during the last three months. In Instagram, it is still remaining unchanged. The high level of Ukrainianization and social relevance of Instagram accounts had been explained by the fact that they were run by celebrities who had been long and closely associated with activities in the Ukrainian culture. The scientific novelty. The author’s analysis had made possible to move away from a simplified, exclusively language-related point of view on the issues under consideration. The practical significance. The materials of this article can be used in the scientific and public discussions.