As part of the ‘Improving Ukrainian media resilience’ project, Fondation Hirondelle and the International Institute for Regional Media and Information (IRMI) have launched a sociological study to understand how to reconnect local media and their audiences.
Conducted by Ukrainian research organisation OPERATYVNA SOTSIOLOHIIA between March and September 2024, the research gathered the views of 2,391 participants and included 49 discussions to explore the vital role of local media in accessing information and supporting communities during war and post-conflict reconstruction.
‘Reconnecting Audiences: Understanding the Role of Local Media in Promoting Social Cohesion" offers a unique insight into the dynamics of social cohesion and changing information needs in 23 communities, most of which are located along the frontline in eastern and south-eastern Ukraine.
OPERATYVNA SOTSIOLOHIIA's experts, with the support of the Foundation Hirondelle and IRMI, have worked directly with the media to develop a pilot research tool, with journalists involved in its development at every stage to ensure that it fully meets their needs. The media will be able to use the results of the survey to develop journalistic content as close as possible to the realities and needs of the communities they cover. The survey helps to bridge the trust gap between local media and their audiences, re-establishing the media as key players in promoting balanced and democratic public dialogue, an essential element in restoring an inclusive and accountable rule of law.
The results provide an invaluable and rare picture of these societies shaped by war and the dynamics of social cohesion within them. Here are just a few examples:
- The study confirms the primordial role of local media in meeting the information needs of the population, as opposed to national media, which are perceived as not reflecting reality.
- The study reveals a strong demand for inclusive dialogue between the authorities and citizens, particularly on the use of public funds and the monitoring of reconstruction projects.
- Ukrainians (57%) use local Telegram channels more than traditional media sources: only 34% often follow national media and 38% local media.
- The public expresses a strong need for positive news, such as culture, sport, leisure and ‘dream projects’.
Discover the full study here :