Tetiana Yezhyzhanska, Senior Lecturer at the Department of Media Production and Publishing of the Faculty of Journalism and PhD candidate at Borys Grinchenko Kyiv Metropolitan University, took part in an international academic mobility program under Erasmus+ (KA171) at the University of Girona (Universitat de Girona, Spain).

The mobility took place from 1 March to 31 July, 2026, focusing on research and educational activities in journalism, media communications, and publishing. The program was implemented at the Faculty of Tourism and the Department of Philology and Communication at the University of Girona.

Research conducted within an international academic environment allowed for a comprehensive study of the book market in Catalonia and Spain, exploring international practices in publishing operations and observing the impact of digital transformation and globalization on brand communications within the publishing industry. This experience formed part of a dissertation chapter on brand communications of book publishers in Ukraine and Spain.

Staying in Catalonia during Sant Jordi – one of the region’s most important cultural and book celebrations, held on World Book and Copyright Day (23 April) – provided Tetiana Yezhyzhanska with the opportunity to conduct field research and collect empirical data on consumer perception of publishing brands, reader engagement, and the influence of Catalan identity on attitudes toward local publishing houses. The study was conducted in collaboration with researchers (Dr. Sílvia Espinosa and Mònica Puntí) and students from the University of Girona. Following the field stage, the collected data was systematized, submitted to a Spanish peer-reviewed journal, and presented at two conferences in Ukraine, specifically at Borys Grinchenko Kyiv Metropolitan University and Taras Shevchenko National University of Kyiv.

International connections established during the mobility continued through joint research projects. These include a study on artificial intelligence as a brand spokesperson presented at the International Congress "Journalism and Connected Society: New Narratives, New Responsibilities" in Gandia (Spain), as well as research on the experience of the Grinchenko University Media Hub presented at the 12th International Conference on Higher Education Advances (HEAd’26) in Valencia (Spain).

The academic mobility also served as a platform for professional exchange. During her time at the University of Girona, Tetiana Yezhyzhanska explored the university’s educational practices, including attending lectures on advertising communications in Sala de Graus, where technological infrastructure enables simultaneous engagement with both in-person and remote audiences.

The insights gained during the mobility encompass book market research methodology, hybrid learning tools, and new academic partnerships. These achievements will contribute to the further development of educational programs and the integration of modern teaching models at the Faculty of Journalism of Borys Grinchenko Kyiv Metropolitan University.