Abstract:
Introduction: theatre, as an art form, is intricately intertwined with the contemporary media landscape, playing a crucial role in shaping cultural and social values, and influencing the perception and interpretation of significant societal events.
Objectives: the relevance of this study is determined by the need to explore the mediametaphor of theatre as an instrument defining images, ideas, and concepts transmitted through the media space. The aim of the research is to uncover the significance of mediametaphor in Ukrainian theatre based on periodicals created during the Independence era: “Kino-Teatr”, “Ukrainskyi Teatr”, “Proscenium”, “Teatralna Besida” and “Teatr Plus”.
Method: the article is grounded in theoretical methods such as analytical, content analysis, comparative, and generalisation methods.
Results: the research results indicate that the media space allows theatre arts to connect with the audience through various formats, including video transmissions, interactive online performances, and social media. These formats are characteristic of media communication in theatrical centers in all major cities of the country: in Kyiv, Lviv, Kharkiv, and Dnipro. This expands the possibilities of communication and interaction for the audience with the theatrical process, shaping their understanding and perception of art. In this context, the mediametaphor of theatre becomes an instrument defining images, ideas, and concepts conveyed to the audience through the media space.
Conclusions: the article makes a significant contribution to the scientific literature on theatre journalism and cultural studies, broadening the understanding of these concepts in the modern Ukrainian context.
