THE INFLUENCE OF MODERN MASS MEDIA AND SOCIAL NETWORKS ON THE SPREAD OF MANIPULATIVE CONTENT IN THE INFORMATION SPACE: THE UKRAINIAN CONTEXT

The article analyzes the interrelation between the components of mass media (mass information and mass communication) and social networks in the context of their influence on users’ perception and trust in information. The theoretical research focuses on identifying the features of the functioning of the modern media space, where traditional mass media increasingly intertwine with digital technologies, creating new opportunities for content dissemination but also generating new risks. The purpose of the study is to analyze the impact of new media, particularly social networks, on the spread of manipulative content such as fake news, disinformation, and emotional narratives in the national information space of Ukraine. The article emphasizes that the development of digital technologies has significantly changed society’s attitude toward searching for and processing information, especially after the full-scale invasion of Russian troops into Ukraine. The popularity of social networks compared to other mass media has been analyzed, and the factors contributing to the spread of manipulative information have been identified, including: algorithm-based content promotion, the «echo chamber» effect, the mass use of digital bots, the application of artificial intelligence technologies, the spread of memes and visual narratives, as well as the growing activity of Telegram channels and alternative media platforms following the decline in trust toward traditional media. It is substantiated that despite the gradual decline in trust in social networks, users continue to actively consume news from these sources, valuing their speed, convenience, and the ability to independently select and filter information. Such a trend increases citizens’ vulnerability to informational manipulation, weakens the information resilience of society, and poses security risks to the state. The obtained results provide a deeper understanding of the mechanisms of public opinion formation in the context of digitalization and highlight the need to enhance critical thinking and media literacy at the national level.