Social Television Programs as a Means of Shaping Public Opinion and Providing Informational and Entertainment Content in Contemporary Broadcasting

Abstract

Abstract: The article is devoted to a comprehensive analysis of social television programs as an important tool for shaping public opinion in the context of the transformation of the modern Ukrainian media landscape. It reveals the specifics of how social TV content functions, combining informational and entertainment components that provide emotional influence on the audience and facilitate the understanding of socially significant issues. The study shows that the shift in media consumption, the growing role of digital platforms, and the declining popularity of traditional television create new challenges for social TV projects, necessitating the adaptation of formats to the demands of interactivity and the interests of younger audiences. Special attention is given to the impact of the full-scale war on the structure of television broadcasting: the reduction of entertainment and educational content, the dominance of news formats, and the increasing public demand for reliable and timely information. The article analyzes the functions of social television programs under wartime conditions, including informing the public, providing psychological support, shaping value orientations, consolidating society, and counteracting manipulation. It also highlights the risks of distorting public opinion associated with manipulative techniques and the emotional intensity of certain formats. The study concludes that social television programs play a dual role: they not only inform viewers but also actively influence behavioral patterns, civic engagement, and the formation of social norms. The article emphasizes the importance of talk shows, documentary projects, interviews, and educational-entertainment formats in fostering critical thinking, promoting public enlightenment, and strengthening social resilience. It is noted that the effectiveness of social TV programs in contemporary conditions will depend on their ability to combine high-quality analytics, emotional appeal, and responsible presentation of information, thereby ensuring the sustainable development of the Ukrainian audiovisual environment.