The media environment of cultural and artistic institutions in Ukraine: The influence of media practices and the agenda on its formation

Given the rapid mediatisation of contemporary cultural institutions, it is pertinent to analyse the values and narratives of revitalised sites in Ukraine, as well as the influence of media practices and agendas on their development. The aim of this article was to analyse trends in the formation of the media-cultural environment within cultural and artistic institutions in Ukraine, based on a study of media practices and agendas in the digital age. The research methodology was based on an interdisciplinary approach, integrating methods from cultural studies and media theory. The main results of the study were a comparative analysis of the value content and narratives of the largest revitalised sites in Ukraine that function as cultural institutions: the Platform Art Factory, the Izolyatsia Art Centre, Re`hub, the Jam Factory Art Centre, and Promprylad. Renovation, Lem Station, Innovatory and Dnipro Light Flowers. The commonality of their narratives is revealed through the relevance of transforming industrial giants into creative hubs, with the aim of developing human capital, greening the cultural space through the reuse of premises and objects, and introducing inclusivity and accessibility to the urban environment. It has been established that the agendas of the institutions under study tend towards two vectors. The socio-cultural strand was represented by Izolyatsia (transforming regional identity through art interventions, preserving historical memory), Re`hub (cultural regeneration, creative freedom, community engagement) and Jam Factory Art Centre (critical analysis of socio-cultural processes, revitalisation of industrial sites). The entrepreneurial and innovation vector encompassed Promprylad.Renovation (impact investing, social entrepreneurship) and Lem Station (cutting-edge media technologies, AI, VR, cross-sectoral collaboration). Art Factory Platform integrated both vectors, combining inclusivity, eco-consciousness and the preservation of industrial heritage with the development of intellectual capital and innovative ecosystems. The practical value of the work lies in the opportunity for cultural institutions to utilise the research findings to formulate effective media strategies, taking into account the identified common and distinct value agendas of the revitalised sites