This thesis examines the extent to which European journalistic coverage of the Eurovision Song Contest (ESC) supports the nation branding of individual countries, focusing on Ukraine's participation during 2016 and 2022. Through an analysis of 16 selected articles from British and Swedish media outlets, the study investigates how Swedish and British media outlets report on how Ukraine's portrayal in the ESC contributes to its nation branding efforts. Drawing upon theoretical frameworks of strategic narrative and nation branding, the research explores two main questions: To what extent does media coverage support Ukraine's nation branding in the ESC? And has there been any change in coverage since 2016? Furthermore, the study reflects on why nation branding within the profession of journalism has become accepted and not questioned, examining the implications for the profession and its role in society. Through a qualitative narrative analysis based on the concept of framing, two distinct narratives were revealed: "Ukraine's Resistance Against Oppression and Invasion" and "Support and Solidarity from Europe." The findings demonstrate differences in reporting between Swedish and British media, with shifts in focus observed between 2022 and 2016. This study underscores the role of media in shaping perceptions and nation branding, offering insights into the dynamics of strategic narratives and media influence, and the evolving role of journalism in society.