Emotional Content in the News Product of Online Media of Ukraine in the Post-Truth Era

The objective of the article is to find out the social and scientific problems of the phenomenon of mass emotions dissemination in social communications through mass media in order to lead public opinion. The article studies the emotional component in the news products of Ukrainian media in the run-up to the 2019 election campaign, the quality of audience feedback received through social media pages of the researched domestic media and the pragmatic intent of news communication with the audience. The methods used by the author to achieve the objective are functional-pragmatic analysis, media monitoring, content analysis and identification: the distinction between neutral and emotionally colored vocabulary is made on the basis of intuition and identification by the hedonic method of B.Dodonov. The main results and conclusions of the study: the interrelation between emotionality in the information product of Ukrainian news media and the pragmatic nature of social communications in which these mass media have been involved (taking into account the interests of media owners). It has been established that in the provision of communication services, some subjects of media communications in Ukraine consider this process as shaping public opinion rather than providing information that is contrary to journalistic standards in the world and in Ukraine. The article may be of interest to media experts, media managers, and journalists-practitioners in improving their activities, because it outlines the current trends in development of social communications and the factors of pragmatic emotionality in mass media.