GLOBAL MEDIA AS A TOOL FOR FORMING THE IMAGE OF THE STATE

Abstract

The article examines the impact of mass media on the formation of a state’s international image in the context of globalization and digital transformation. It demonstrates that the perception of a country by foreign audiences is shaped primarily through cognitive images created by news media and social networks. It is emphasized that modern media perform not only an information-transmission function but also actively structure the interpretation of political, economic, and social events. Drawing on historical and contemporary examples, the study shows that media coverage can stimulate or suppress international conflicts, influence public opinion, foreign policy decisions, and economic processes. Special attention is paid to the trends of 2026, when digital platforms and visual communications proved their ability to shape the diplomatic agenda faster than traditional foreign policy institutions. The article concludes that the media space is becoming a key arena of international competition, and a state’s ability to control and promote its image in the global information environment is turning into a factor of national security and political stability.