UKRAINIAN MEDIA IN THE AGE OF SURVEILLANCE CAPITALISM: FROM COMMUNICATION TO BEHAVIORAL PREDICTION

This article provides an in-depth exploration of the phenomenon of surveillance capitalism within the framework of the global digital economy, with particular attention to the Ukrainian context. It examines how personal data have become the most valuable resource of the 21st century and how the mechanisms of their extraction, commodification, and behavioral prediction shape both market dynamics and social relations. The study draws on theoretical approaches developed by Shoshana Zuboff and other scholars, adapting them to the specific realities of Eastern European digital transformation. A key focus of the research is the convergence of media, marketing, and technological platforms, which together create a new architecture of economic power based on constant monitoring and algorithmic influence. The article analyzes how major Ukrainian companies — such as Rozetka, YouScan, and Kyivstar — employ data-driven strategies for user profiling, targeted advertising, and predictive analytics. These case studies illustrate how Ukrainian digital actors are not merely passive recipients of global technological trends but active participants in the expansion of surveillance capitalism, contributing to its hybrid local forms. The authors also discuss the ethical, legal, and socio-political implications of such economic logic, including privacy erosion, digital inequality, and the manipulation of consumer behavior. The article argues for the need to establish transparent regulatory frameworks, enhance data literacy, and promote public awareness of the risks associated with digital surveillance. By integrating perspectives from media theory, sociology, economics, and law, this research positions Ukraine within the broader global network of surveillance capitalism and contributes to understanding its transformative effects on society, governance, and human agency in the digital age.