As part of the project “Supporting the Resilience of Ukrainian Media,” Fondation Hirondelle and the International Institute for Regional Media and Information (IRMI) launched a sociological study to understand how to rebuild the connection between local media and their audiences.
Conducted by the Ukrainian research organization OPERATYVNA SOTSIOLOHIIA between March and September 2024, the study gathered input from 2,391 participants and included 49 focus group discussions. It explored the vital role of local media in providing access to information and supporting communities during wartime 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 the evolving information needs of 23 communities, most of which are located along the front line in eastern and southeastern Ukraine.
Experts from OPERATYVNA SOTSIOLOHIIA, with the support of Fondation Hirondelle and IRMI, worked directly with local media to develop a pilot research tool. Journalists were involved in its design at every stage to ensure it fully met their needs. Media outlets can use the study’s results to develop journalism content that is closely rooted in the realities and needs of the communities they serve. The study helps bridge the trust gap between local media and their audiences, reestablishing media as key actors in promoting balanced, democratic public dialogue — a crucial element in restoring an inclusive and accountable rule of law.
The findings provide a rare and invaluable snapshot of these war-affected societies and the dynamics of social cohesion within them. Here are a few highlights:
- The study confirms the essential role of local media in addressing the population’s information needs, in contrast to national media, which are often seen as out of touch with reality.
- It reveals a strong demand for inclusive dialogue between authorities and citizens, particularly concerning the use of public funds and the monitoring of reconstruction projects.
- Ukrainians (57%) are more likely to use local Telegram channels than traditional media sources: only 34% regularly follow national media, and 38% follow local media.
- Audiences express a deep need for positive news, such as stories about culture, sports, leisure, and “dream projects.”
Discover the full study here: