Ukrainization and the Effect of Russian Language on the Web: The Google Trends Case Study

We consider the question of language diffusion and examine the latest attempt to popularize the Ukrainian language. This effort has been undertaken by the Ukrainian government since 1991. While sociological studies report positive dynamics in Ukrainian language dissemination, in practice, the language adoption progress might be slower than reported. We test this hypothesis using google trends web search data. We apply a Bayesian beta regression model and show that the proposed model is appropriate. The results suggest that the Ukrainian language popularization policy is successful and that the 2022 Russian invasion has considerably intensified the usage of the Ukrainian language.