UKRAINE'S PUBLIC DIPLOMACY IN THE EUROPEAN INTEGRATION DIMENSION: CHALLENGES AND PROSPECTS

Abstract

This article explores the prospects for the development of Ukraine’s public diplomacy in the context of its European integration trajectory following the attainment of EU candi- date status. The study aims to identify directions for public diplomacy capable of enhan- cing societal support for Ukraine among citizens of EU member states. The research addresses the following objectives: identifying general and country-specific trends in public attitudes toward Ukraine’s EU accession; assessing the impact of domestic political dynamics within EU countries on public perceptions of Ukraine; analyzing the role of Ukrainian public diplomacy in shaping public opinion; and outlining promising communication strategies aligned with the negotiation clusters. Methodologically, the study is based on a comparative analysis of a control group of countries with the highest and lowest levels of support for Ukraine – specifically Sweden and the Czech Republic, as well as Germany and France as key partners. The temporal framework encompasses three key periods: spring 2024 (prior to the official announcement of negotiations), autumn 2024 (following the European Parliament elections), and spring 2025 (ahead of the opening of negotiation clusters). The findings indicate a generally favorable attitude toward Ukraine across the EU, albeit with a declining trend in certain countries. The influence of far-right political forces on public sentiment has been identified as a factor complicating the integration discourse. Ukraine’s public diplomacy – primarily implemented through cultural initiatives – plays a significant role in shaping the country’s positive image. Targeted communication campaigns, tailored to the political context and negotiation clusters, are defined as promising avenues for future engagement.