Media_Literacy_Index_of_Media_Sector_Employees.pdf

MEDIA LITERACY INDEX OF MEDIA SECTOR
EMPLOYEES
ANALYTICAL REPORT BASED ON QUANTITATIVE RESEARCH
Report based on the findings of a quantitative research
conducted by the research agency New Image Marketing Group,
commissioned by the NGO Detector Media,
compiled by PhD in Sociology Marta Naumova
© NGO Detector Media
June 2025

This research was conducted by the NGO Detector media as part of the project Media and Information
Literacy Boost in Ukraine. This project is implemented in partnership with UNESCO and with the support of
Japan. The authors are responsible for the selection and presentation of the facts contained in this
publication. The views expressed are solely those of the authors and do not necessarily reflect the position of
UNESCO or Japan.
Дослідження було проведено ГО «Детектор медіа» в рамках проєкту «Підсилення медіа та
інформаційної грамотності в Україні». Цей проєкт реалізується у партнерстві з ЮНЕСКО та за підтримки
Японії. Відповідальність за добір та подання фактів, викладених у цій публікації, несуть виключно автори.
Погляди, висловлені у публікації, належать лише авторам і не обов’язково відображають позицію
ЮНЕСКО або Японії.

TABLE OF CONTENTS
3
1. RESEARCH METHODOLOGY
2. KEY FINDINGS OF THE STUDY
3. MEDIA LITERACY INDEX
3.1. Conceptual Model of the Media Literacy Index
3.2. Media Literacy Index Indicators for Media Sector Employees
4. DETAILED RESULTS OF THE SOCIOLOGICAL STUDY
4.1. The Role of Media in Society and Their Influence on the Audience
4.2. Perception of the Media Industry
• Perception of the Ukrainian Media Landscape
• Attitudes Toward Public Broadcasting
4.3. Media Consumption: Sources and Frequency of Receiving Socio-Political Information
4.4. Internet Usage and Digital Competence
4.5. Media Literacy: Trust in Media and Sensitivity to Distorted Contents
4.6. Socio-Demographic Profile of Respondents

RESEARCH METHODOLOGY
5
Research Objective: To assess the level of media literacy among media professionals, with the aim of developing
strategies for its enhancement. The significance of studying this audience is beyond doubt, as media professionals bear
responsibility for the quality of content, including its accuracy, truthfulness, and relevance.
Methodology: CATI (computer-assisted telephone interviewing) – telephone survey using a structured interactive
questionnaire supported by specialized software for sociological research. About 60% of the sample for each target
group was collected via CATI.
Approximately 35% was collected using the CAWI (computer-assisted web interviewing) method – due to high workload
and tight schedules, several respondents preferred to complete the survey independently.
Given the low accessibility of the target audience and the high level of expertise among its representatives, the
combination of multiple survey methods was appropriate.
Up to 5% of respondents expressed a preference for completing the survey in person using the CAPI method – a
formalized face-to-face interview using a structured questionnaire and a tablet/mobile device (computer-assisted
personal interviewing).
Limitations of the research: The type of respondent selection and the number of respondents allow the results to be
interpreted as general trends, which are appropriate to use as a basis for developing activities to enhance the media
competencies of the target group.
Geography: Nationwide study.
Target Audience:
• People working in various types of media (television, radio, print, online media) directly involved in content production.
• Specialists working in commercial and public/state-controlled media, including public broadcasters, as well as
bloggers and podcast creators. (State-controlled media are media outlets that are established, controlled, and
funded by government authorities. These include, in particular, the Ukrinform agency, the Rada and Dom TV channels,
Army TV, and others.)

RESEARCH METHODOLOGY
6
REGION
NUMBER OF RESPONDENTS, media sector
TOTAL
Men Women
18–25 26–35 36–45 46–55 56–65 66+ 18–25 26–35 36–45 46–55 56–65 66+
West 5 8 17 5 2 2 12 13 23 17 7 2 113
North 2 6 5 5 1 1 6 30 23 16 1 0 96
Center 4 4 20 7 5 1 6 14 21 18 5 2 107
South 0 2 4 2 4 0 2 10 9 11 5 1 50
East 0 4 3 7 3 0 7 1 7 7 7 0 46
TOTAL 11 24 49 26 15 4 33 68 83 69 25 5 412
Respondent Recruitment:
• Generation of a list of various media outlets (both traditional and non-traditional) at the national and
regional levels.
• Sending invitation letters (digital signatures on the invitation letters were not required for this target group).
• Telephone calls to obtain information regarding the status of the invitation letter.
• Further communication regarding the participation of representatives from specific media outlets in the
survey.
• At the regional level, contacts with media outlets were also established by local teams of interviewers led by
a regional supervisor — either through a visit or by sending an invitation letter, followed by further
communication and engagement of potential respondents.
• The "snowball" method was also used at the regional level to engage potential respondents.
• Separate invitation letters were sent to the Institute of Mass Information (IMI) and Suspilne (Public
Broadcaster), which also helped attract a certain number of respondents to the study.
Sample Size: 412 respondents.
Sampling Type: Targeted sampling.
Fieldwork Period: January 15–29, 2025, conducted by New Image Marketing Group.
* The study was not conducted in the temporarily occupied territories of Donetsk, Luhansk, Zaporizhzhia, Kherson regions, and the
Autonomous Republic of Crimea.

8
KEY FINDINGS
■ Almost all surveyed media professionals (99%) have above-average or high media literacy: 58% above
average and 41% high; only 1% demonstrated low or below-average media competence. Among the
general Ukrainian population (18–65), only 7% have high Index of media literacy score, while 28% fall
into the low or below-average category.
■ Overall media literacy is higher:
■ Among online media workers (48% have high Index of media literacy) compared to print media
(31%), television (36%), and radio (34%).
■ Among younger professionals (aged 18–35) compared to older groups (especially 46–55): 53% vs
37%.
■ Nearly two-thirds (62%) show high sensitivity to distorted content (disinformation, manipulation,
sponsored content), which is twice the rate of the general population (31%).
■ Media workers are, as expected, significantly more competent than the general population in
understanding the role of media in society, their mission, influence on consciousness, values, and
audience behavior (45% vs 27%); and in using digital media, online safety, content creation, and AI use
(29% vs 4%).
■ Media professionals are more critical of the United News national telethon than the general Ukrainian
audience: 47% and 29%, respectively, do not support this format of broadcasting even during wartime.
■ Only 6% of media workers oppose criticism of the government during wartime, while this share is three
times higher (17%) among the general audience.

9
KEY FINDINGS
■ Over the past three years, 31% of the target group have faced pressure or censorship in their work.
Notably, television and online media employees report such experiences more often (33% and 34%,
respectively) than those working in print media (20%).
■ Every second media professional (48%) occasionally covers the topic of disinformation in their work, 17%
do so frequently, while one-third (33%) do not encounter this topic in their professional practice.
■ More than half (58%) reported receiving offers to write sponsored content at some point in their careers.
■ 59% use specialized tools for fact-checking (e.g., Google Search by Image, DeepFake-o-meter,
ChatGPT); 41% do not use such tools.
■ 50% have attended media literacy training or workshops, compared to only 7% of the general public
aged 18–65.
■ Only 13% of media professionals could not recall any civil society initiatives or organizations that verify the
accuracy and truthfulness of media content (compared to 63% among the general Ukrainian audience),
with StopFake (59%) and Detector Media (68%) being the most frequently mentioned.
■ Half (53%) said that media literacy is often discussed among coworkers in their newsroom; 37% discuss it
occasionally; 10% never talk about it.
■ 54% of media professionals use AI in their work; 36% do not use these technologies due to lack of need,
distrust, or insufficient skills.

10
RECOMMENDATIONS
Based on the results of the study, it can be assumed that the most relevant areas for improvement among
media professionals involve strengthening specific aspects of digital literacy. In particular:
■ Skills in verifying the accuracy of information using online sources — primarily for employees of traditional
media in older age groups (radio, print media, 40+ years).
■ General understanding and skills for using digital platforms to create original content — again, mostly
relevant for staff in traditional media aged 40+.
■ Understanding the potential and risks of using artificial intelligence in professional activities.
■ Skills in using AI tools: creating and publishing original content, images, videos, idea generation, and fact-
checking.
Trainings and seminars for this target group could be specifically designed to improve awareness and skills
in these areas.

11
RECOMMENDATIONS
Implementation
Improvement of awareness and competencies in the areas listed above can be achieved through various
formats such as trainings, seminars, and professional development courses tailored for this group.
The most effective strategies may include:
■ Development of on-demand online courses involving IT experts and media professionals (to help
clearly define specific needs).
■ Several levels/modules of learning depending on the participants’ baseline knowledge and needs.
■ Interactivity: access to consultative support on course topics during and after completion.
■ Formation of a learning community on social media or in messaging apps for experience-sharing
and reinforcing acquired skills.

12
3. MEDIA LITERACY INDEX
Conceptual Model and Indicators ― 2024

13
MEDIA LITERACY INDEX
CONCEPTUAL MODEL OF THE MEDIA LITERACY INDEX
■ The model of the media literacy index was based on the concept of Len Masterman and the results of the qualitative stage of the
study Media Consumption Practices of Ukrainians: Conceptual Development of the Audience Media Literacy Index, commissioned
by Detector Media NGO (January 2020).
■ The refined media competence model includes five categories and 41 indicators.*
CATEGORIES SUBCATEGORIES EMPIRICAL INDICATORS (SURVEY QUESTIONS)
I. UNDERSTANDING
(13 indicators)
• Understanding the role of media in society 1. “What, in your opinion, are the main tasks of the media in society?”
• Understanding the deep influence of media on
consciousness at the level of framing perception,
evaluation, and behavioral patterns
2. “How does the media influence you personally? Select only the
statements you agree with.”
• Ideas about the work of the media industry and
perceptions of the Ukrainian media landscape
3. “In your opinion, how do media outlets select events to report as news?
Choose the main criteria used by editorial offices.”
4. “Whose interests do most Ukrainian media serve?”
5. “The majority of media in Ukraine are owned by…”
6. “According to your knowledge, who owns media outlet X?”
7. “Do you know who owns TV channel X…?”
• Awareness of issues related to media environment
regulation and attitudes toward public
broadcasting
8. “Who regulates media activity in Ukraine?”
9. “Do government bodies in Ukraine control what is written and said in
the media? Is there censorship or not?”
10. “Do you know who owns TV channel X…?”
11. “Is public broadcasting present in Ukraine?”
12. “Is there a national public TV channel in Ukraine, and what is it called?”
13. “Is there a national public radio station in Ukraine, and what is it
called?”*
*Indicator not included in the last three waves (2022, 2023, and 2024).

II. USAGE
(5 indicators)
• Use of sources of information about socio-
political news (number and willingness to
finance interesting media projects)
14. "Where do you get information about the socio-political life of the country?“
15. “Have you made charitable contributions (donations) in support of any media
outlets or not?"
• Time spent engaging with news per day
16. "Please tell us, on average, how much time per day did you spend getting
acquainted with the news in various media?"
• Motives for using the internet
17. "What do you usually use the Internet for? Please select only the activities you
engaged in over the past month."
• Devices used to access the internet 18. "Which device do you use most often to access the internet?"
III. DIGITAL
COMPETENCE
(16 indicators)
• The internet as a source of news on socio-
political topics
19. "Where do you get information about the socio-political life of the country?«
20. "How often do you use the internet in general?«
21. "I have accounts on more than three social media platforms."
• Understanding the features of functioning
and terminology of new media
22. "An internet troll is a program that imitates human activity online.”
23. "A bot is a person who behaves destructively in online communication: insults,
humiliates, provokes arguments.”
24. "Cookies are viruses that can harm the operation of a computer.”
25. "I believe that the news feed algorithm in social media, tailored to the interests of a
specific user, is a form of manipulation."
• Digital security practices"
26. "I usually check the 'About' section when I visit a website for the first time”
27. "I almost never change my passwords for websites or social networks.“
28. "I use two-factor (two-step) authentication wherever possible."
29. “I have never used a VPN — a program that hides your IP address and encrypts all
online activity.“
30. "Sometimes I take humorous quizzes on the internet or social networks, like: 'Which
movie character am I?' etc."
14

15
III. DIGITAL COMPETENCE
(16 indicators)
• Practices of creating own media
content
31. “I can independently record a video, edit it, and upload it online.”
32. “I view maintaining my personal profile on social media as a tool for building my
professional and business reputation.”
33. “Have you posted your own photo, video, or publication on social media or
messengers in the last month?”
III. DIGITAL COMPETENCE:
ARTIFICIAL INTELLIGENCE
(4 indicators)
• Awareness and use of artificial
intelligence
34. “Do you use artificial intelligence systems?”
35. Artificial intelligence is not capable of creating/distributing false information
36. Media producers must label materials created using artificial intelligence
37. I can almost always identify a photo/video that was created using Artificial
Intelligence."
IV. SENSITIVITY TO
DISTORTED MEDIA
CONTENT
(9 indicators)
• Sensitivity to disinformation
38. "Nowadays, people talk a lot about fake news and disinformation spread by the
media. How relevant is this issue personally to you?“
39. "What signs help you determine whether a news item is trustworthy?“
40. "Please tell us, do you additionally verify the information you receive from the
media for accuracy or not?“
41. "How exactly do you verify the information for accuracy?“
42. "Which of these information sources do you consider reliable? Select all options
you believe are correct."
• Sensitivity to manipulative media
content
43. "They say that the media can influence public opinion not only through
disinformation but also through manipulation and distortion of information. How
relevant is this issue personally to you?“
44. "What signs help you identify a manipulative message/news item?"
• Sensitivity to various manipulation
techniques
45. "They say that the media sometimes publish sponsored/paid content — hidden
advertising presented as regular articles. How relevant is this issue personally to
you?“
46. "What signs help you identify sponsored content?"

16
16
Sample size: N= 1200 (population 18-65), N= 412 (media sector)
SOCIO-DEMOGRAPHIC CHARACTERISTICS OF
MEDIA WORKERS vs POPULATION (18-65)
POP – population aged 18-65 MS – media sector
Age
18-35 years – 37%
36-45 years – 22%
46-55 years -20%
56+ years - 21%
18-35 years – 33%
36-45 years – 32%
46-55 years -23%
56+ years - 12%
Gender 52% - women; 48% - men 69% - women; 31% - men
Education
Primary and secondary education – 16%
TVET – 39%
Higher and postgraduate education –
45%
Primary and secondary education – 2%
TVET – 4%
Higher and postgraduate education –
93%
Settlement
Regional center – 33%
City or town – 34%
Village – 33%
Regional center – 77%
City or town – 22%
Village – 2%

17
BREAKDOWN OF MEDIA LITERACY INDICATORS(1/2)
4 10 2 8
37
8 12 1 2
15
6
44
14
44
10
40
32 20
3
26
1
54
50
44
69
44
61
19
45
37
34
65
58
27
45
2
15
4
29
5
15
31
62
7
41
Low Below average Above average High
POP МS POP МS POP МS POP МS POP МS
Sample size: N= 1200 (population 18-65), N= 412 (media sector).
%
17
POP МS
P – population aged 18-65 МS – media sector
SUBINDEX ІV: SENSITIVITY
TO DISTORTED MEDIA
CONTENT
SUBINDEX І:
UNDERSTANDING
SUBINDEX ІІ:
USAGE
SUBINDEX ІІІ:
DIGITAL
COMPETENCE
SUBINDEX AІ:
ARTIFICIAL
INTELLIGENCE
Statistically significant difference
■ Almost all surveyed media professionals (99%) have above-average or high media literacy: 58% above average
and 41% high; only 1% demonstrated low or below-average media competence. Among the general Ukrainian
population (18–65), only 7% have high Index of media literacy, while 28% fall into the low or below-average
category.
■ Overall media literacy is higher:
▪ Among online media workers (48% have high Index of media literacy) compared to print media (31%),
television (36%), and radio (34%).
▪ Among younger professionals (aged 18–35) compared to older groups (especially 46–55): 53% vs 37%.

18
BREAKDOWN OF MEDIA LITERACY INDICATORS (2/2)
4 10 2 8
37
8 12 1 2
15
6
44
14
44
10
40
32 20
3
26
1
54
50
44
69
44
61
19
45
37
34
65
58
27
45
2
15
4
29
5
15
31
62
7
41
Low Below average Above average High
POP МS POP МS POP МS POP МS POP МS
Sample size: N= 1200 (population 18-65), N= 412 (media sector).
%
18
POP МS
P – population aged 18-65 МS – media sector
SUBINDEX ІV: SENSITIVITY
TO DISTORTED MEDIA
CONTENT
SUBINDEX І:
UNDERSTANDING
SUBINDEX ІІ:
USAGE
SUBINDEX ІІІ:
DIGITAL
COMPETENCE
SUBINDEX AІ:
ARTIFICIAL
INTELLIGENCE
Statistically significant difference
■ Nearly two-thirds (62%) show high sensitivity to distorted content (disinformation, manipulation, sponsored
content), which is twice the rate of the general population (31%).
■ Media workers are, as expected, significantly more competent than the general population in understanding
the role of media in society, their mission, influence on consciousness, values, and audience behavior (45% vs
27%); and in using digital media, online safety, content creation, and AI use (29% vs 4%).

19
4.1. The role of media in society and their influence on the
audience
4. DETAILED RESULTS OF THE SOCIOLOGICAL
STUDY

20
THE ROLE OF MEDIA IN SOCIETY
Sample size: N= 1200 (population 18-65), N= 412 (media sector). Question: In your opinion, what are the main tasks of the media in society?.
70
37
37
35
25
17
11
2
88
51
49
43
24
15
14
Informing about socially significant events
Promoting certain values important for society and the state
Serving as a platform for dialogue between the government and
society
Educating, enlightening. Providing useful information on various
topics
Holding the authorities accountable
Entertaining the audience
Providing a platform for discussions among ordinary people
Hard to say Population 18-65 Media sector
%

21
MEDIA INFLUENCE ON THE AUDIENCE
Sample size: N= 1200 (population 18-65), N= 412 (media sector). Question: How does the media influence you personally?
* The difference is significant at the 0.05 level.
47
33
26
21
19
17
15
1
22
51
66
62
27
40
26
16
1
5
Affects my emotional state
The media draw my attention to events I will think about
Shapes my assessment of social and political environments
Influences my interests and life values
Influences my opinion about public figures
Affects my political choices
Influences my choice of goods and services
Hard to say
Does not influence me in any way
Population 18-65 Media sector
%

22
4.2. Perception of the media industry and
the Ukrainian media landscape
SURVEY

23
IN WHOSE INTERESTS THE MEDIA OPERATE
Sample size: N= 1200 (population 18-65), N= 412 (media sector). Question: In whose interests do most Ukrainian media operate?
51
40
24
18
10
10
7
1
3
48
47
41
18
12
12
2
0
3
In the interests of the authorities
In their own interests
In the interests of owners and
investors
In the interests of society as a
whole
In the interests of their viewers,
readers
In the interests of advertisers
In the interests of Western
international organizations
In the interests of Russia
Hard to say
%

24
EVENTS COVERED IN THE NEWS
Sample size: N= 1200 (population 18-65), N= 412 (media sector). Question: In your opinion, how do media outlets select events to report in the news?
Choose the 3 main criteria used by media editorial offices.
46
42
41
29
22
20
19
16
15
11
10
9
5
56
72
24
10
37
21
10
9
13
22
9
1
Sensational events that attract attention and create a buzz
Events with the highest social significance
Events that media owners are interested in covering
Events that state authorities, officials, or politicians are interested in
covering
The very latest, most current events
Maintaining a balance between different spheres: politics,
economy, culture, etc.
Events advertisers are interested in covering
Balancing negative and positive events
Events capable of evoking strong emotions
Events that journalists personally find important or interesting
Events featuring famous personalities: politicians, celebrities, etc.
Hard to say
%

25
CENSORSHIP
Sample size: N= 1200 (population 18-65), N= 412 (media sector). Question: Do Ukrainian government authorities control what journalists and internet
bloggers write and say? Do we have censorship or not? ; Have you encountered censorship or pressure in your work recently? (within the last 3
years).
46
17
34
25
17
7
15
50
17
12
6
There is no official censorship, and no
actual censorship either
There is no official censorship, but
there is hidden censorship
Censorship exists both officially and in
practice
Censorship exists officially, but in
practice, media content is not
controlled
Hard to say
Population 18-65
Media sector
%
31
62
7
Yes
No
Hard to say
Media sector
Q: Have you encountered censorship or pressure in your work recently? (within
the last 3 years)?
%
■ Over the past three years, 31% of the target
group have reported facing pressure or
censorship in their work. Notably, television
and online media employees report such
experiences more often (33% and 34%,
respectively) than those working in print media
(20%).

13
17
38
43
47
29
2
11
Media sector
Population 18-65
Mostly positive Neutral: depends on the situation Mostly negative Haven’t heard about the telethon
26
ATTITUDE TO THE UNITED NEWS TV MARATHON
Sample size: N= 1200 (population 18-65), N= 412 (media sector). Question: What is your attitude to the United News telethon, which has been
broadcast since the beginning of Russia’s full-scale invasion?
85
63
35
16
77
57
38
26
Due to the embellishment of reality and the lack of diverse viewpoints in the
telethon, I seek information from other sources
The telethon presents only one, official point of view on events. This is
unacceptable even during wartime
The telethon is a justified format during the war
The telethon provides all the facts I need to make informed decisions
Population 18-65
Media sector
%
%
∙ Media professionals are more critical of the United News telethon than the general Ukrainian audience: 47% and
29%, respectively, do not support this format of broadcasting even during wartime.

41
44
51
34
6
17
3
5
Media sector
Population 18-65
Yes, I support it It depends on who is criticizing and for what reason No, I do not support it Hard to say
27
MEDIA CRITICISM OF THE GOVERNMENT*
Sample size: N= 1200 (population 18-65), N= 412 (media sector). Question: Do you support media criticism of the government during
wartime?
%
■ Only 6% of media workers oppose criticism of the government during wartime, while this share is three times higher (17%) among
the general audience.
* By the term 'government' we mean the executive, legislative, and judicial branches of power at both the national and local levels,
and local self-governance representatives.

28
Sample size: N= 1200 (population 18-65), N= 412 (media sector). Question: Are there any public media in Ukraine?
58
21
22
77
11
11
Yes, there are
No, there
aren’t
Hard to say
Population 18-65
Media sector
%
51
13
14
10
5
7
59
16
6
13
4
2
Important, because they work in the
interests of society as a whole, not an
owner
Important, because they are not
interested in the manipulation or
distortion of information
Not important: I don’t believe in media
independence
Important, because they cover topics
that commercial media ignore — social
issues, culture, science, etc
Not important: Public media lag behind
commercial ones in quality and
professionalism due to insufficient
funding
Hard to say
Population 18-65
Media sector
%
■ It is quite expected that media sector workers are more aware of the
existence of public media in Ukraine and more frequently than the
general Ukrainian population emphasize the importance of the
existence of independent media.
The importance of the existence of independent media
Awareness of the existence of public media in Ukraine
AWARENESS OF PUBLIC MEDIA
AND ATTITUDES TOWARD THEM

29
4.3. Media consumption: sources and frequency of
receiving socio-political information
SURVEY

70
62
39
36
27
26
14
12
11
9
4
1
80
70
41
33
68
24
23
18
56
39
18
3
Social media (Facebook, YouTube, Instagram, TikTok,
Twitter/X, etc.)
Messengers (Telegram, WhatsApp, Viber, Signal, etc.)
Conversations with friends, neighbors, colleagues
Conversations with family members
Information internet resources (online publications, news
services, news agency websites, etc.)
United News national telethon
TV channels that do not broadcast the marathon (5, Espreso,
Priamyi, 24, etc.)
Radio stations (Hit FM, Lux FM, Shanson, KiSS FM, etc.)
Regional/local media (TV channels, print media, online
publications, bloggers, etc.)
Public broadcasting (TV channels Pershyi and Kultura; radio
stations Ukrainian Radio, Promin, Kultura; Suspilne News on the
website or in messengers)
Print media (newspapers/magazines)
State-run TV channel DIM or its reports online
Population 18-65
Media sector
SOURCES OF INFORMATION ABOUT
SOCIAL AND POLITICAL ISSUES
Sample size: N= 1200 (population 18-65), N= 412 (media sector). Question: Where do you get information about the socio-political life of the country?
%
30

31
IN THE PAST YEAR, HAVE YOU…
Sample size: N= 1200 (population 18-65), N= 412 (media sector). Question: In the past year, have you…
17
31
32
25
18
3
36
84
71
51
31
16
Made charitable donations to any media (online publications,
bloggers, TV or radio channels, etc.).
Recommended specific media to acquaintances or friends
Shared your impressions with a wider audience (supportive posts,
positive comments, etc.).
Paid for access to video content (Netflix, MEGOGO, other streaming
platforms, YouTube Premium, etc.).
Paid for access to audio content (Spotify, Apple Music, YouTube
Music, or another music app).
Paid for access to content from online publications (Forbes, NV
(New Voice), etc.).
Population 18-65
Media sector
%

32
4.4. Internet usage and digital competence
SURVEY

76
62
61
58
39
39
20
18
18
15
14
12
12
12
4
92
89
87
66
70
61
38
48
47
11
31
41
60
41
35
Searching for necessary information
Reading socio-political news
Communicating on social media, messengers (instant
messaging services)
Watching videos, movies
Making online payments
Online shopping
Watching Internet TV/streams
Studying: taking courses, workshops, etc.
Downloading photos/videos/audio files
Playing online games
Listening to radio, podcasts
Commenting, participating in discussions
Creating and publishing personal content (posts,
photos, videos, audio files)
Using Artificial Intelligence (AI)
Creating personal pages, channels, or websites for
professional/reputation/commercial purposes
Population 18-65
Media sector
33
FREQUENCY & MOTIVES FOR USING THE INTERNET
Sample size: N= 1200 (population 18-65), N= 412 (media sector). Questions: How often do you use the Internet? What do you typically use the Internet for?
Select only the activities you engaged in over the past month.
91
100
3
1
1 5
Population 18-65
Media sector
Daily or almost daily
2–5 times a week
Once a week
Less than once a week
I do not use the Internet at all

37
59
26
55
9
20
9
9
60
76
3
6
10
12
46
42
17
18
29
36
50
42
10
11
2
1
3
3
47
66
28
41
18
29
14
19
25
44
2
4
9
8
7
4
40
57
32
40
7
9
57
73
34
63
83
86
2
17
11
47
16
34
3
14
2
23
1
2
1
6
11
4
31
11
41
22
40
47
16
5
62
35
11
10
Population 18-65
Media sector
Population 18-65
Media sector
Population 18-65
Media sector
Population 18-65
Media sector
Population 18-65
Media sector
Population 18-65
Media sector
Population 18-65
Media sector
Get socio-political
news
Entertainment
Useful/
enlightening/
educational
information
Communication
Published own
content
Did not use it
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
0
YouTube
Facebook
Instagram
TikTok
Telegram
WhatsApp
Viber
34
PURPOSE OF USE
%
Sample size: N= 1200 (population 18-65, N= 412 (media sector). Question: What is your purpose for using social media and messengers you accessed in the
past month?
■ The most popular platforms for obtaining information about social and political life, as well as
useful/educational/informative content among media workers, are Telegram, Facebook, and
YouTube.

51
39
42
26
36
52
17
31
56
67
37
28
10
17
21
12
15
3
18
16
21
11
12
25
38
41
34
59
43
43
40
48
15
12
49
44
1
4
3
3
6
2
25
5
8
11
2
4
82
56
26
14
63
74
12
68
50
82
28
43
10
26
27
13
18
2
17
14
26
8
17
35
8
17
45
72
16
23
60
15
19
6
53
19
1
1
2
2
4
1
11
2
5
4
2
3
I can independently shoot, edit, and publish a video online
I usually check the About section when visiting a website for
the first time
I almost never change my passwords for websites or social
media
I usually don’t verify a person’s social media account when I
receive a friend request
I use two-factor authentication wherever possible
I have accounts on more than three social networks
Artificial intelligence is unable to create/spread false
information
I treat my social media profile as a tool for building my
professional and business reputation
I believe that a news feed algorithm tailored to a user’s
interests is a form of manipulation
Media content producers should label publications created
using artificial intelligence
I have never used a VPN (Vee-Pee-En), a program that hides
an IP address and encrypts online activities
I can almost always tell if a photo or video was created by
artificial intelligence
Yes Sometimes/Partially No Hard to say
DIGITAL LITERACY
Sample size: N= 1200 (population 18-65), N= 412 (media sector). Question: I will read a few statements, and you will say whether you agree with them or not.
Media sector
%
35
Population 18-65

36
ARTIFICIAL INTELLIGENCE
Sample size: N= 1200 (population 18-65, N= 412 (media sector). Question: Do you use artificial intelligence systems?
56
%
54
20
25
22
6
8
0
14
12
13
37
13
10
11
Yes, I use them for work
Yes, I use them for learning
Yes, I use them for other purposes
No, because I don’t need them
No, because I don’t know how to use
artificial intelligence
No, because I don’t trust artificial
intelligence systems
I have never heard of artificial
intelligence
Media sector
Population (18-65)
∙ 54% of media professionals use AI in their work; 36% do
not use these technologies due to lack of need,
distrust, or insufficient skills.
53
22
41
Specialized tools: reverse image
search (Google Search by
Image), platforms that detect AI-
generated content (Deep Fake
O-Meter, etc.)
ChatGPT
Do not use such tools
%
∙ 59% use specialized tools for
fact-checking (e.g., Google
Search by Image, DeepFake-o-
meter, ChatGPT); 41% do not use
such tools.

37
4.5. Media literacy: trust in media and sensitivity to
distorted content
SURVEY

38
DISINFORMATION IN THE MEDIA:
PERCEPTION OF THE PROBLEM
Sample size: N= 1200 (population 18-65, N= 412 (media sector). Question: Nowadays, there is much talk about false news and disinformation spread by the
media. How relevant is this issue to you personally?
37
25
17
5
11
4
57
12
27
2
1
1
Relevant, because disinformation
creates false perceptions among
citizens
Relevant, I can't always distinguish
disinformation from verified information
Not relevant, I can recognize it and
ignore it
Not relevant, I rarely see disinformation
in the media
Not relevant, I’m hearing about this for
the first time
Hard to say
Population 18-65
Media sector
%
∙ 69% of media professionals emphasize the significance of the problem of disinformation, compared to 62% among the general
Ukrainian audience. 27% of media workers believe that they can always identify disinformation and ignore it.

FEATURES OF TRUSTWORTHY NEWS
Sample size: N= 1200 (population 18-65, N= 412 (media sector). Question: What are the key indicators you use to identify a credible news story? Please select
3 main features.
47
43
33
30
29
18
12
8
7
5
3
57
74
38
30
41
8
5
17
5
1
1
Published in a media outlet I trust
There is a source reference
There is photo/video evidence confirming
the information
The author has a good reputation
Multiple viewpoints on the event are
presented
I decide intuitively
The author is popular/well-known
The headline is not sensational or
shocking
The news does not contradict my beliefs
and seems true
I trust almost all news unless I see a
refutation
Hard to say
Population 18-65
Media sector
■ A high level of sensitivity to distorted content
can be observed among media workers.
■ Only 8% rely on intuition to determine
whether a message is trustworthy, compared
to 18% among the general Ukrainian
population.
%
39

Sample size: N= 1200 (population 18-65, N= 412 (media sector). Question: Please tell us, do you check the information received in the media for credibility
additionally or not? 40
CHECKING THE INFORMATION FOR CREDIBILITY
20
8
7
7
20
37
2
34
11
10
7
32
5
1
Yes, I check more than 15% of information
Yes, I check from 10 to 15% of information
Yes, I check from 5 to 10% of information
Yes, I check up to 5%
I don’t so much check credibility as I look for
more complete, detailed information
I never check
Hard to say
Population 18-65
Media sector
%
■ Only 5% of surveyed media workers never verify the accuracy of information, whereas among the general Ukrainian audience this
share is 37%.

50
7
44
44
6
50
Media sector
Population 18-65
I have personally attended such courses
I have heard about them but haven’t attended
No, I haven’t heard of them
Sample size: N= 1200 (population 18-65), N= 412 (media sector).Question: Have you heard about courses (workshops, seminars) or educational programs on
media literacy that can help improve media skills? Have any of your acquaintances, friends, relatives, or their children attended classes or special courses on
media education/media literacy? Have you heard of civil society initiatives/organizations that verify the accuracy and truthfulness of media publications? 41
AWARENESS OF MEDIA EDUCATION
Attendance of media education courses/trainings by acquaintances, friends,
relatives, or their children, %
%
12 8 5 3 3 2 17
63
59
68
30 27 25 27
4 13
Stop Fake Detector
Media
Po Toy Bik
Novyn
Nota
Yenota
VoxCheck Texty.org I don’t know
any of them
No, I havent
heard of
any
■ 50% have attended media
literacy training or workshops,
compared to only 7% of the
general public aged 18–65.
■ Only 13% of media professionals
could not recall any civil society
initiatives or organizations that
verify the accuracy and
truthfulness of media content
(compared to 63% among the
general Ukrainian audience),
with StopFake (59%) and
Detector Media (68%) being the
most frequently mentioned.

Sample size: N= 412 (media sector). Question: Do you cover disinformation issues in your work? Have you ever been offered to write a sponsored article or
sponsored content (hidden advertising)? 42
DISINFORMATION AND SPONSORED
CONTENT AT WORK
%
17
16
48
15
2
3
No, I do not cover them
I have covered them several times
I cover them from time to time
I cover them frequently
I specialize in this
Hard to say
58
36
7
Yes, I have
No, I haven’t
Hard to say
%
∙ More than half (58%) reported receiving
offers to produce hidden advertising at
some point in their careers.
∙ Every second media professional (48%) occasionally
covers the topic of disinformation in their work, 15%
do so frequently, while one-third (33%) do not
encounter this topic in their professional practice.

Sample size: N= 412 (media sector). Question: Do you discuss issues related to media and information literacy with your colleagues in your newsroom?
43
53
37
8
3
Yes, often
Yes, sometimes
Very rarely
We do not discuss them
ISSUES OF MEDIA AND INFORMATION
LITERACY
∙ Half (53%) said that media literacy is
often discussed among colleagues in
their media outlet; 37% discuss it
occasionally; 10% never talk about it.
56
%

44
4.6. Socio-demographic profile of respondents
SURVEY

Sample size: N= 412 (media sector).
31
69
Male Female
11
22
32
23
10 2
18-25 years 26-35 years 36-45 years
46-55 years 56-65 years 66+
2
4
93
Primary and general
secondary
Specialized secondary
Undergraduate or
graduate degree
62
4
12
21
1
Ukrainian Russian Surzhyk, or a mix
of Ukrainian and
Russian
Ukrainian or
Russian,
depending on
the conversation
partner
A different
language
45
SOCIO-DEMOGRAPHIC
CHARACTERISTICS OF RESPONDENTS
Gender, % Education, %
Age, %
Language of communication in the family, %

25
16
22
59
Print media
Radio broadcasting
Television
Online media
Type of media, %
5
20
47
28
Only enough for food
Generally enough to get
by
Enough for all needs,
without making savings
Enough for all needs and
making savings
46
9
35
41
15
Up to UAH 5,000
UAH 5,001-10,000
Over UAH 10,000
REFUSAL
59
19
16
12
Commercial media
State/local public media
Public media
Own blog/podcast
SOCIO-DEMOGRAPHIC
Subjective assessment of family
well-being, %
Average monthly income per full-
time family member, %

2
22
77
Village
Other city or town
Regional center
47
23
27 26
12
11
North +
Kyiv
West Center South East
SOCIO-DEMOGRAPHIC
Region, % Settlement, %

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