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Information Analytics, Media Literacy, and Digital Challenges in European Communication and Public Relations Discourse

Liudmyla Mialkovska1, Volodymyr Hrysiuk2, Iryna Zabiiaka3, Tetiana Bondar4, Yuliia Litkovych4, Svitlana Prokhorenko1
1Department of Media, Image and Communications, Faculty of Creative Industries, Marketing and Communications, Lutsk National Technical University, Lutsk, Ukraine
2Department of Film and Television Arts, Taras Shevchenko National University of Kyiv, Kyiv, Ukraine
3Department of Foreign Philology and Applied Linguistics, Faculty of Digital Education and Social Technologies, Lutsk National Technical University, Lutsk, Ukraine
4Department of Foreign Philology and Applied Linguistics, Faculty of Digital Educational and Social Technologies, Lutsk National Technical University, Lutsk, Ukraine
DOI: https://doi.org/10.70517/revcc2624120
Published: 23/09/2026
: Liudmyla Mialkovska, Volodymyr Hrysiuk, Iryna Zabiiaka, Tetiana Bondar, Yuliia Litkovych, Svitlana Prokhorenko. Information Analytics, Media Literacy, and Digital Challenges in European Communication and Public Relations Discourse. Revista Cultura Científica, 2026 Issue 24. pg. 1450-1465.

Abstract

The relevance of this research is determined by the rapid digital transformation of the information space, the active development of digital platforms and social networks, and the growth of information threats associated with the spread of disinformation, content manipulation, and the use of advanced digital technologies to influence public opinion. The study highlights contemporary theoretical approaches to the development of communication policy, analyzes the role of information analytics and media literacy as means of countering disinformation, considers current digital challenges that impede the normal functioning of the European information space, and examines European experience in developing strategic communications and digital regulation in this field. The study establishes that the successful development of communication and public relations in European media discourse depends on the multi-level integration of information analytics, media literacy, strategic communications, digital technologies, and a modern regulatory mechanism. It demonstrates that the most effective ways to guarantee the openness of the information space include developing the population’s digital competencies, introducing advanced information-analysis tools, improving mechanisms for countering disinformation, increasing the transparency of digital-platform activities, and implementing European standards of communication policy. Applicability of the results: the findings can be used in the formation of national communication policy, the development of strategic communication systems, the improvement of media literacy programs, the development of mechanisms for countering disinformation, and the implementation of European approaches to ensuring an open and secure information space.

Keywords: communication, public relations, PR communication, media discourse, linguistic discourse, information analytics

Abstract

The relevance of this research is determined by the rapid digital transformation of the information space, the active development of digital platforms and social networks, and the growth of information threats associated with the spread of disinformation, content manipulation, and the use of advanced digital technologies to influence public opinion. The study highlights contemporary theoretical approaches to the development of communication policy, analyzes the role of information analytics and media literacy as means of countering disinformation, considers current digital challenges that impede the normal functioning of the European information space, and examines European experience in developing strategic communications and digital regulation in this field. The study establishes that the successful development of communication and public relations in European media discourse depends on the multi-level integration of information analytics, media literacy, strategic communications, digital technologies, and a modern regulatory mechanism. It demonstrates that the most effective ways to guarantee the openness of the information space include developing the population’s digital competencies, introducing advanced information-analysis tools, improving mechanisms for countering disinformation, increasing the transparency of digital-platform activities, and implementing European standards of communication policy. Applicability of the results: the findings can be used in the formation of national communication policy, the development of strategic communication systems, the improvement of media literacy programs, the development of mechanisms for countering disinformation, and the implementation of European approaches to ensuring an open and secure information space.

Keywords: communication, public relations, PR communication, media discourse, linguistic discourse, information analytics

References

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Liudmyla Mialkovska
Department of Media, Image and Communications, Faculty of Creative Industries, Marketing and Communications, Lutsk National Technical University, Lutsk, Ukraine
l.myalkovska@lutsk-ntu.com.ua
Volodymyr Hrysiuk
Department of Film and Television Arts, Taras Shevchenko National University of Kyiv, Kyiv, Ukraine
Iryna Zabiiaka
Department of Foreign Philology and Applied Linguistics, Faculty of Digital Education and Social Technologies, Lutsk National Technical University, Lutsk, Ukraine
Tetiana Bondar
Department of Foreign Philology and Applied Linguistics, Faculty of Digital Educational and Social Technologies, Lutsk National Technical University, Lutsk, Ukraine
Yuliia Litkovych
Department of Foreign Philology and Applied Linguistics, Faculty of Digital Educational and Social Technologies, Lutsk National Technical University, Lutsk, Ukraine
Svitlana Prokhorenko
Department of Media, Image and Communications, Faculty of Creative Industries, Marketing and Communications, Lutsk National Technical University, Lutsk, Ukraine

How to cite:

Liudmyla Mialkovska, Volodymyr Hrysiuk, Iryna Zabiiaka, Tetiana Bondar, Yuliia Litkovych, Svitlana Prokhorenko. Information Analytics, Media Literacy, and Digital Challenges in European Communication and Public Relations Discourse. Revista Cultura Científica, 2026 Issue 24. pg. 1450-1465.

Publication History

  • Received: 19/05/2026
  • Accepted: 15/09/2026
  • Published: 23/09/2026
Copyright © 2026, Liudmyla Mialkovska, Volodymyr Hrysiuk, Iryna Zabiiaka, Tetiana Bondar, Yuliia Litkovych, Svitlana Prokhorenko. Published by Revista Cultura Científica. This article is published as open access under the Creative Commons Attribution 4.0 International (CC BY 4.0) license (http://creativecommons.org/licenses/by/4.0/).

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