MODELS OF STRATEGIC COMMUNICATION FOR ENSURING SOCIAL COHESION IN DE-OCCUPIED REGIONS
DOI:
https://doi.org/10.34132/pard2025.28.06Keywords:
decentralization, de-occupation, strategic communication, social cohesion.Abstract
The article is devoted to the study of strategic communication models that contribute to strengthening social cohesion in the de-occupied regions of Ukraine. The aim of the study is to identify effective strategic communication models to support population cohesion in de-occupied areas, overcome the consequences of the informational and social divide caused by occupation, and facilitate the restoration of trust in state institutions and the formation of a shared civic identity. The research employs general scientific methods and an interdisciplinary approach. The analysis revealed the absence of a unified definition of the term «strategic communication», which has led to a wide range of interpretations and conceptual approaches. It is proposed to consider strategic communication as a key instrument of state policy in the context of hybrid threats and post-conflict transformation. For its effective implementation in de-occupied regions, it is essential to rely on well-founded theoretical frameworks and to take into account the specific characteristics of target audiences, particularly their value orientations, cultural background, and the psychological trauma they may have experienced. The study demonstrates that the effectiveness of strategic communication in de-occupied territories largely depends on the localization of messages, engagement of credible opinion leaders, inter-institutional coordination, and the long-term nature of information efforts. It is concluded that strategic communication functions not only as a tool for delivering information but also as a mechanism for social recovery, integration, and societal consolidation. Furthermore, it is emphasized that a strategic communication model aimed at ensuring social cohesion in de-occupied regions cannot be universal for all communities, as the recovery process in each community has its own distinct features shaped by local conditions, historical experiences, and socio-cultural factors. At the same time, such a model may be based on a unified recovery algorithm that provides a general framework for communication strategies and is further adapted to the specific needs, values, and context of each individual community.
References
Bielova, L., & Dziundzliuk, V. (2024). Stratehichni napriamky instytutsiinoho rozvytku dlia efektyvnoho vidnovlennia deokupovanykh terytorii [Strategic directions of institutional development for the effective restoration of deoccupied territories]. Proceedings from PANCTW ’24: XXIV Mizhnarodnyi naukovyi konhres «Publichne upravlinnia u 21 stolitti: novi vyklyky ta transformatsii u voiennyi chas» – XXIV International Scientific Congress «Public administration in the 21st century: new challenges and transformations in wartime». (pp. 16-25). Kharkiv, Ukraine. [in Ukrainian].
Bolotina, Ye. (2023). Instytutsionalizatsiia stratehichnykh komunikatsii v period politychnoi transformatsii suspilstva [Institutionalization of Strategic Communication During the Period of Political Transformation of Society]. Proceedings from STPPI ’23: 8-ma Mizhnarodna naukovo-praktychna konferentsiia «Nauka i tekhnolohii: problemy, perspektyvy ta innovatsii» – The 8th International Scientific and Practical Conference «Science and Technology: Problems, Prospects and Innovations». (pp. 371-380). CPN Publishing Group, Osaka, Japan. [in Ukrainian].
Dukhnevych, V.M. (2024). Psykholohichna model formuvannia sotsialnoi zghurtovanosti [Psychological model of the formation of social cohesion]. Vcheni zapysky TNU imeni V.I. Vernadskoho. Seriia: Psykholohiia – Scientific notes of V.I. Vernadsky TNU. Series: Psychology, 35(74), 6. Retrieved from: https://doi.org/10.32782/2709-3093/2024.6/24 [in Ukrainian].
Honcharenko, H.A. (2024). Foreign Experience of Legal Regulation of Public Admin-istration in Emergencies and Martial Law: Lessons for Ukraine in the Third Year of Wartime. Pressing Problems of Public Administration, 2 (65), (pp. 284-301). Retrieved from: https://doi.org/10.26565/1684-8489-2024-2-15 [in English].
Hruzd, M. (2022). Spivpratsia orhanizatsii hromadianskoho suspilstva z obiednanymy terytorialnymy hromadamy shchodo rozvytku terytorii [Cooperation of civil society organizations with amalgamated territorial communities for regional development]. Rozvytok partnerstva mizh Ukrainoiu ta YeS u derzhavnomu upravlinni – EU-Ukraine Partnership Development in Public Administration, (pp. 333-337). Kharkiv: TOV «Konstanta». Retrieved from: https://surl.gd/xiqgux [in Ukrainian].
Postanova Kabinetu Ministriv Ukrainy Derzhavna stratehiia rehionalnoho rozvytku na 2021-2027 roky vid 5 serpnia 2020 r. No. 695 (v redaktsii postanovy vid 13 serpnia 2024 r. No. 940) [Resolution of the Cabinet of Ministers of Ukraine State strategy for regional development for 2021-2027: dated September 5, 2020 No. 695 (as amended by the resolution dated September 13, 2024 No. 940)]. zakon.rada.gov.ua. Retrieved from: https://zakon.rada.gov.ua/laws/show/695-2020-%D0%BF#Text [in Ukrainian].
Kononenko, I. (2022). Stratehichna komunikatsiia v ekolohichnii sferi [Strategic communication in the environmental sector]. Naukovi pratsi Mizhriehionalnoi Akademii upravlinnia personalom. Politychni nauky ta publichne upravlinnia – Scientific Works of the Interregional Academy of Human Resources Management. Political Science and Public Administration, 1(61), (pp. 25-30). Retrieved from: https://doi.org/10.32689/2523-4625-2022-1(61)-4 [in Ukrainian].
Lipkan, V. A. Poniattia ta struktura stratehichnykh komunikatsii na suchasnomu etapi derzhavotvorennia [The concept and structure of strategic communications at the current stage of state-building]. (n.d.). goal-int.org. Retrieved from: https://goal-int.org/ponyattya-ta-strukturastrategichnix-komunikacijna-suchasnomu-etapi-derzhavotvorennya/ [in Ukrainian].
Melenko, O.S. (2023). Stratehichni komunikatsii: do vyznachennia poniattia [Strategic communication: towards the definition of the concept]. Naukovyi visnyk Mizhnarodnoho humanitarnoho universytetu. Seriia: Yurysprudentsiia – Scientific Bulletin of the International Humanitarian University. Series: Jurisprudence, (64), (pp. 42-51) [in Ukrainian].
Parshyn, Yu.I., Klopov, I.O., & Khrapkin, O.M. (2024). Kontseptualni polozhennia derzhavnoi polityky vidnovlennia terytorialnykh hromad [Conceptual foundations of state policy for the restoration of territorial communities]. V.V. Khrapkina, K.V. Pichyk (Ed.). Upravlinnia innovatsiinym rozvytkom sotsialno-ekonomichnykh system – Management of innovative development of socio-economic systems, (pp. 78–88). Kyiv: Vydavnychyi dim «Kyievo-Mohylianska akademiia», National University of «Kyiv-Mohyla Academy» [in Ukrainian].
Potapenko, V., Pavlenko, I., & Tyshchenko, Yu. (2025). Suspilstvo, transformovane viinoui [Society Transformed by War]. Retrieved from: https://doi.org/10.53679/NISS-analytrep.2025.02 [in Ukrainian].
Syvak, T. (2018). Teoretychnyi analiz sutnosti poniattia «stratehichni komunikatsii» v publichnomu upravlinni [Theoretical analysis of the essence of the concept «strategic communications» in public administration]. Aktualni problemy derzhavnoho upravlinnia – Actual problems of public administration, (3), (pp. 36-42). Retrieved from: https://surl.li/nqlstw [in Ukrainian].
Tatham, S., & Le Page, R. (2014). NATO Strategic Communication: More to be Done? Riga: National Defence Academy of Latvia, Center for Security and Strategic Research. [in English].
Lushahina, T. (2024). Osoblyvosti komunikatsii mistsevykh orhaniv vlady shchodo vidnovlennia zruinovanykh ta deokupovanykh hromad [Features of local authorities communication regarding the recovery of destroyed and de-occupied communities]. Publichne upravlinnia ta rehionalnyi rozvytok – Public Administration and Regional Development, (24), (pp. 565-588). Retrieved from: https://doi.org/10.34132/pard2024.24.11 [in Ukrainian].
.png)
.png)
