Social advertising as a means of forming the patriotism of the youth of Ukraine: an empirical study
DOI:
https://doi.org/10.32461/2409-9805.1.2022.257263Abstract
The purpose of the article is to highlight the results of an empirical study of the role and effectiveness of the impact of varieties and forms of social advertising on the formation of patriotism. Research methodology. A set of methods based on interdisciplinary integration of tools of sociological,
communicative, axiological approaches, taking into account the principles of objectivity, systematicity, reliability, etc. For the analysis of social advertising as a socio-communicative phenomenon, a functional approach was used, the tools of which, in particular, became the basis for an in-depth study of the
methodological foundations of patriotism formation by advertising. General scientific methods of analysis, synthesis, generalization, and systematization are also used. Diagnostic methods of questionnaires, selfassessment, quantitative and qualitative analysis of the results were used to measure the effectiveness of social video advertising in the formation of patriotism. Scientific novelty. A methodology has been developed and the effectiveness of social video advertising in the formation of patriotism has been proved. Conclusions. The results of the study show a fairly high level of patriotism, especially among young people, and objectify the grounds for concluding that students understand the concept of "patriotism" and reflect on themselves as patriots. This allows us to consider reasonably plausible their answer to the question of the impact of patriotic social video advertising on the formation of patriotism. The effectiveness of social video advertising in the formation of patriotism can be increased by enriching the content that contains information about the national traditions, cultural heritage, and spiritual heritage of our country, and by expanding the theme of video advertising family values and family stories. It is possible to increase the effectiveness of patriotic social advertising through the use of the most popular information resource - the Internet, including video hosting.
Key words: social advertising, patriotic advertising, patriotism, empirical research, video advertising.
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
