As part of a larger
study on the challenges and opportunities of the European Union’s heritage
diplomacy in Ukraine, this article focuses on the content analysis of
mainstream news in Brazil about Ukrainian cultural heritage after Russia’s
full-scale invasion of Ukraine. It considers the coverage of two major
newspapers in Brazil, O Globo and Folha de São Paulo - which together published
fifty-six stories on the war and its impact on Ukrainian heritage - between
February 2022 and July 2024. The study examines themes, topics and narratives
present in the news articles. It also outlines the contexts in which the EU and
its Member States appear in the news sample and offers recommendations to
enhance their visibility in relation to cultural topics.