Report_Government Authorities_Index_ENG_FIN.pdf

MEDIA LITERACY INDEX OF GOVERNMENT
AUTHORITIES AND LOCAL SELF-GOVERNANCE
REPRESENTATIVES
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 Government Authorities and Local Self-Governance Representatives
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
Researching the level of media literacy among government authorities (GA) and local self-governance representatives
(SG) is crucial to identify areas for improving and expanding the media competences of this audience. Decision-making
should be based on reliable information, and the stability and effectiveness of public institutions depend on their ability
to use modern communication technologies to protect personal and corporate data, prevent cybercrime, and build
effective communication with citizens.
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 as 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 deemed 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:
• Employees working in public administration and local self-governance: members of parliament and local councils,
employees of ministries and agencies, state administrations, local self-government bodies, heads of hromadas, etc.
• Individuals working in public authorities at all levels: national, regional, municipal, district, and hromadas.

RESEARCH METHODOLOGY
6
REGION
NUMBER OF RESPONDENTS, GA and SG
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 3 10 21 10 3 0 2 14 25 15 8 1 112
North 0 9 18 15 3 0 2 20 49 28 7 0 151
Center 2 7 17 12 4 0 2 7 10 21 11 0 93
South 1 3 9 7 1 0 0 3 10 11 6 0 51
East 0 1 0 0 1 0 2 2 6 0 1 0 13
TOTAL 6 30 65 44 12 0 8 46 100 73 33 1 420
Respondent Recruitment:
• Generation of a list of government bodies and public services at the national level.
• Generation of a list of regional military administrations and government bodies at the regional level.
• Sending invitation letters to participate in the survey (some of them requiring a digital signature upon request).
• Telephone calls to obtain information regarding the status of the invitation letter.
• Further communication regarding the participation of representatives from specific institutions in the survey.
• At the regional level, contacts with government and local self-government bodies 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.
Sample Size: 420 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
■ The vast majority of public sector representatives (89%) demonstrated above-average or high levels of
media literacy: 72% and 17%, respectively. Only 11% showed low or below-average literacy. Among
Ukrainians aged 18–65, these figures are significantly lower: only 7% have a high index of media literacy
score, while 28% have low or below-average media literacy.
■ The share of men with a high level of media literacy is twice as high as that of women (26% vs. 12%).
This is primarily related to the higher level of the digital literacy subindex among men. The likely factor
behind such differences is the positions held by respondents, which is an indication of gender
inequality: men are more likely to occupy higher managerial positions and roles in the GA sector and
SG than women.
■ 46% exhibit a high sensitivity to distorted content (disinformation, manipulation, hidden advertising,
etc.) — a significantly higher share compared to the general Ukrainian audience (31%).
■ Only 29% support criticism of the government during wartime, compared to 44% in the general
population.
■ 18% of GA and SG encounter disinformation in their work daily, and 9% weekly; 43% – occasionally.
■ 33% of respondents use specialized tools to verify information accuracy (e.g., Google Search by
Image, DeepFake-o-meter, ChatGPT); 67% do not use such tools.
■ 31% have attended media literacy training or courses, whereas this figure among the general 18–65
audience is only 7%. However, 20% of respondents have never heard of such initiatives.
■ 80% indicated that their institutions have information security and communication policies in place.

9
KEY FINDINGS
■ When asked which media/digital literacy skills they would like to improve, respondents most frequently
mentioned:
• Using cybersecurity tools to protect confidential information (59%),
• Identifying disinformation (including deepfakes and manipulated images/videos) (57%),
• Responsible use of social media for professional purposes (36%),
• Managing and analyzing large volumes of digital data (36%).
■ 31% of public servants and SG representatives use AI in their work; 51% do not use these technologies
for various reasons: no need, lack of trust, or insufficient skills.

10
RECOMMENDATIONS
Areas for Enhancing Media Competence among Government Authorities and Local Self-Governance
Representatives
Based on the results of the study, it can be assumed that the most relevant area for improvement among
public administration employees is the improvement of certain aspects of digital literacy, with a particular
focus on women. It is important that media and information literacy becomes one of the priorities in the
system of developing the capacity of public authorities. This requires appropriate budget allocations or the
allocation of funds for educational and awareness-raising activities.
Specifically:
∙ Understanding how popular media platforms work (their algorithms and features), including social
networks such as Facebook, YouTube, Instagram, as well as messengers like Telegram and Viber.
∙ Skills for safe and responsible use of social media, including for publishing personal content and public
communication.
∙ Skills/tools for protecting personal and confidential data when using digital media, and preventing
cybercrime.
∙ Practices of creating public pages and groups on social media for professional communication with
citizens and colleagues.
∙ Skills in verifying the accuracy of information using online sources.
∙ Understanding the opportunities (potential and risks) of using artificial intelligence in professional
activities.
∙ Skills in using artificial intelligence systems (including for fact-checking).
Training sessions and seminars for this target group can be aimed specifically at improving awareness and
skills in these areas.

11
RECOMMENDATIONS
Implementation
Improving awareness and skills in the above-mentioned areas can be implemented through various activities
- training sessions, seminars, and professional development courses - targeted at this group.
The most effective strategies appear to be the following:
1. Development of on-demand online courses involving IT specialists and public sector employees (as
experts to clearly define the needs).
2. Several levels/modules of training depending on participants’ initial knowledge and needs.
3. Interactivity: the ability to receive consultation support on course topics during and after completion.
4. Creating a community of course participants on social media and messengers for sharing experiences
and reinforcing acquired skills.
5. Encouraging institutions to support participation in such training at the organizational level.
6. Ensure that all managers are informed about and encouraged to participate in media literacy initiatives.

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 of
the study Media Consumption Practices of Ukrainians: Conceptual Development of the Audience Media Literacy Index,
ommissioned 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= 420 (GA and SG)
SOCIO-DEMOGRAPHIC CHARACTERISTICS
OF GA and SG vs POPULATION (18-65)
POP – population aged 18-65 GA and SG – government authorities
and local self-governance
representatives
Age
18-35 years – 37%
36-45 years – 22%
46-55 years -20%
56+ years - 21%
18-35 years– 21%
36-45 years – 39%
46-55 years -28%
56+ years - 11%
Gender 52% - women; 48% - men 66% - women; 37% - men
Education
Primary and secondary education – 16%
TVET – 39%
Higher and postgraduate education –
45%
Primary and secondary education – 1%
TVET – 4%
Higher and postgraduate education –
95%
Settlement
Regional center – 33%
City or town – 34%
Village – 33%
Regional center – 58%
City or town – 27%
Village – 15%

17
BREAKDOWN OF MEDIA LITERACY INDICATORS
4 1 10 6 8 3
37
22
12 4 2 1
15
44
36
44
35
40
45
20
9
26
10
54
50
44
55
44
52
19
27
37
41
65
73
27
40
2 3 4 10 5 7
31
46
7
17
Low Below average Above average High
POP GA/SG POP GA/SG POP GA/SG POP GA/SG PO GA/SG
Sample size: N= 1200 (population 18-65), N= 420 (GA and SG)
%
17
POP GA/SG
POP – population aged 18-65 GA/SG – government authorities and local self-governance representatives
SUBINDEX ІV: SENSITIVITY
TO DISTORTED MEDIA
CONTENT
SUBINDEX І:
UNDERSTANDING
SUBINDEX ІІ:
USAGE
SUBINDEX ІІІ:
DIGITAL
COMPETENCE
SUBINDEX AІ:
ARTIFICIAL
INTELLIGENCE
Statistically significant difference
■ The vast majority of public sector representatives (89%) demonstrated above-average or high levels of media literacy:
72% and 17%, respectively. Only 11% showed low or below-average literacy.
■ Among Ukrainians aged 18–65, these figures are significantly lower: only 7% have a high Index of media literacy, while
28% have low or below-average media competence.
■ 46% exhibit a high sensitivity to distorted content (disinformation, manipulation, hidden advertising, etc.) — a significantly
higher share compared to the general Ukrainian audience (31%).

18
4.1. The role of media in society and their influence on the
audience
4. DETAILED RESULTS OF THE SOCIOLOGICAL
STUDY

19
THE ROLE OF MEDIA IN SOCIETY
Sample size: N= 1200 (population 18-65), N= 420 (GA and SG). Question: In your opinion, what are the main tasks of the media in society?
70
37
37
35
25
17
11
2
83
47
55
42
21
11
12
1
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 GA and SG
%

20
MEDIA INFLUENCE ON THE AUDIENCE
Sample size: N= 1200 (population 18-65), N= 420 (GA and SG). Question: How does the media influence you personally?
47
33
26
21
19
17
15
1
50
52
53
19
36
29
12
2
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
%
■ Employees of GA and SG are more aware of the influence of media on attitudes, choices, emotions, and general perceptions of
social processes compared to the general population.

21
4.2. Perception of the media industry and
the Ukrainian media landscape
SURVEY

22
IN WHOSE INTERESTS THE MEDIA OPERATE
Sample size: N= 1200 (population 18-65), N= 420 (GA and SG). Question: In whose interests do most Ukrainian media operate?
■ Interestingly, the majority of government representatives and self-governance representatives deny the influence of state institutions
on the work of the media: only 22% believe that modern Ukrainian media operate in the interests of the authorities. Among the
general population, this share is almost 2.5 times higher (51%).
51
40
24
18
10
10
7
1
3
22
49
36
29
35
7
4
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
%

23
EVENTS COVERED IN THE NEWS
Sample size: N= 1200 (population 18-65), N= 420 (GA and SG). 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
59
49
36
24
19
18
15
10
15
11
14
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
%

18
17
48
43
30
29
4
11
GA and SG
Population 18-65
Mostly positive Neutral: depends on the situation Mostly negative Haven’t heard about the telethon
24
ATTITUDE TO THE UNITED NEWS TV MARATHON
Sample size: N= 1200 (population 18-65), N= 420 (GA and SG). Question: What is your attitude to the United News telethon, which has been
broadcast since the beginning of Russia’s full-scale invasion?
77
51
38
18
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
GA and SG
%
%
■ The attitude toward the United News telethon among government representatives does not differ significantly from
the opinions of Ukrainians in general.

29
44
51
34
14
17
6
5
GA and SG
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
25
MEDIA CRITICISM OF THE GOVERNMENT*
Sample size: N= 1200 (population 18-65), N= 420 (GA and SG). Question: Do you support media criticism of the government during wartime?
%
■ Only 29% support criticism of the government during wartime, compared to 44% in the general population.
* 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.

26
AWARENESS OF PUBLIC MEDIA
AND ATTITUDES TOWARD THEM
Sample size: N= 1200 (population 18-65), N= 420 (GA and SG). 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
GA and SG
%
51
13
14
10
5
7
56
16
11
9
3
5
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 lose to
commercial outlets in terms of quality and
professionalism.
Hard to say
Population 18-65
GA and SG
%
The importance of the existence of independent media
Awareness of the existence of public media in Ukraine
■ Рublic sector employees and self-governance representatives are
more aware of the existence of public media in Ukraine and more
often than Ukrainians in general emphasize the importance of
independent media.

27
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
73
74
42
30
49
32
22
20
25
16
9
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
SOURCES OF INFORMATION ABOUT
SOCIAL AND POLITICAL ISSUES
Sample size: N= 1200 (population 18-65), N= 420 (GA and SG). Question: Where do you get information about the socio-political life of the country?
%
28

29
IN THE PAST YEAR, HAVE YOU…
Sample size: N= 1200 (population 18-65), N= 420 (GA and SG). Question: In the past year, have you…
17
31
32
25
18
3
19
51
43
40
20
3
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.).
%

30
4.4. Internet usage and digital competence
SURVEY

Sample size: N= 1200 (population 18-65), N= 420 (GA and SG). Question: What do you typically use the Internet for? Select only the activities you engaged in
over the past month.
76
62
61
58
39
39
20
18
18
15
14
12
12
12
4
88
77
71
57
57
53
26
40
23
7
17
18
21
26
8
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
GA and SG
31
FREQUENCY OF INTERNET USE&
MOTIVES FOR USING THE INTERNET
91
99
3
1
1
0
5
Population 18-65
GA and SG
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
■ Representatives of government
authorities and SG are more
active Internet users than
Ukrainians in general: 99% use
the Internet almost every day.

37
50
26
52
9
14
9
7
60
74
3
6
10
14
46
41
17
21
29
32
50
36
10
10
2
1
3
4
47
55
28
41
18
23
14
15
25
34
2
5
9
11
7
4
40
40
32
31
7
4
57
61
34
62
83
91
2
4
11
19
16
14
3
3
2
6
1
1
1
4
11
10
31
16
41
36
40
55
16
7
62
33
11
7
Population 18-65
GA and SG
Population 18-65
GA and SG
Population 18-65
GA and SG
Population 18-65
GA and SG
Population 18-65
GA and SG
Population 18-65
GA and SG
Population 18-65
GA and SG
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
32
PURPOSE OF USE
%
Sample size: N= 1200 (population 18-65), N= 420 (GA and SG). 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 public and political life, as well as
useful/educational/informative content among government authorities and local self-governance
representatives, are Telegram, Facebook, and YouTube.

51
39
42
26
36
17
31
56
67
37
28
10
17
21
12
15
18
16
21
11
12
25
38
41
34
59
43
40
48
15
12
49
44
1
4
3
3
6
25
5
8
11
2
4
55
37
30
15
44
9
44
49
78
41
22
19
32
30
14
24
20
19
25
8
15
32
22
25
36
66
26
43
29
14
7
39
39
4
5
4
5
7
27
8
12
8
5
7
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
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= 420 (GA and SG). Question: I will read a few statements, and you will say whether you agree with them or not.
GA and SG
%
33
Population 18-65

34
ARTIFICIAL INTELLIGENCE
Sample size: N= 420 (GA and SG). Question: Do you use artificial intelligence systems?
56
%
31
15
21
32
8
11
3
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
GA and SG
Population (18-65)
∙ 31% of public servants and
SG representatives use AI in
their work; 51% do not use
these technologies for
various reasons: no need,
lack of trust, or insufficient
skills.

35
4.5. Media literacy: trust in media and sensitivity to
distorted content
SURVEY

36
DISINFORMATION IN THE MEDIA:
PERCEPTION OF THE PROBLEM
Sample size: N= 1200 (population 18-65), N= 420 (GA and SG). 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
48
22
21
3
4
2
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
GA and SG
%
■ Government representatives and local self-governance representatives are more likely than Ukrainians in general to
consider disinformation a pressing issue: 70% vs 62%.

Sample size: N= 1200 (population 18-65), N= 420 (GA and SG). Question: Please tell us, do you check the information received in the media for credibility
additionally or not? 37
CHECKING THE INFORMATION FOR ACCURACY
20
8
7
7
20
37
2
16
9
8
9
39
15
5
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
GA and SG
■ Only 15% of respondents never verify information for accuracy. Among the general population, this share is 37%.
%

CHECKING THE INFORMATION FOR CREDIBILITY
Sample size: those who check information for accuracy, N= 740 (population 18-65), N= 335 (GA and SG). Question: How do you verify information for
credibility?
71
33
29
25
19
14
12
12
70
40
50
22
22
17
14
16
I look for confirmation in other media outlets
I assess the reliability of the source cited
I search for the original source of the information
Read user comments (if it’s an online MEDIA
source)
I check the reputation of the media outlet
I consider who owns the media outlet
I look for information about the author
I look for information about
experts/commentators cited
Population 18-65
GA and SG
%
38

31
7
49
44
20
50
GA and SG
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= 420 (GA and SG).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? 39
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
32 28
11 8 9 8 15
37
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
■ 31% have attended media literacy training
or courses, whereas this figure among the
general 18–65 audience is only 7%. However,
20% of respondents have never heard of
such initiatives.

Sample size: N= 420 (GA and SG). Question: How often do you encounter disinformation or unverified information in your line of work?; Do you use the
following tools to verify information authenticity? 40
DISINFORMATION AT WORK
%
18
9
43
18
5
7
Almost daily
Weekly
Occasionally
Rarely
Never
Hard to say
26
16
67
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
Tools for verifying information authenticity
%
∙ 18% of GA and SG encounter disinformation in
their work daily, and 9% weekly; 43% –
occasionally.
Encountering with disinformation or unverified information
• 33% of respondents use specialized tools to verify
information accuracy (e.g., Google Search by
Image, DeepFake-o-meter, ChatGPT); 67% do not
use such tools.

Sample size: N= 420 (GA and SG). Question: Which of the following media/digital literacy skills would you like to improve? Does your institution have policies
regarding information security and information sharing? 41
Skills for improvement, %
59
57
36
36
24
7
3
0
Using cybersecurity tools to protect
confidential information
Detecting disinformation (e.g.,
deepfakes, doctored photos/videos)
Responsible use of social media for
professional purposes
Managing and analyzing large
volumes of digital data
Fact-checking techniques
Hard to say
None of the above
Other skills
80
9
11
Yes, it does
No, it does not
Hard to say
Availability of information security policies, %
SKILLS IN THE FIELD OF MEDIA LITERACY
∙ 80% indicated that their institutions have information
security and communication policies in place.
∙ When asked which media/digital literacy skills they
would like to improve, respondents most frequently
mentioned:
o Using cybersecurity tools to protect confidential
information (59%),
o Identifying disinformation (including deepfakes
and manipulated images/videos) (57%),
o Responsible use of social media for professional
purposes (36%),
o Managing and analyzing large volumes of digital
data (36%).

42
4.6. Socio-demographic profile of respondents
SURVEY

Sample size: N= 420 (GA and SG).
37
63
Male Female
1
4
95
Primary and general
secondary
Specialized secondary
Undergraduate or
graduate degree
43
SOCIO-DEMOGRAPHIC
CHARACTERISTICS OF RESPONDENTS
Gender, %
Education, %
Age, %
3
18
39
28
11 0
18-25 years 26-35 years 36-45 years
46-55 years 56-65 years 66+

4
21
50
26
Only enough for food
Generally enough to
get by
Enough for all needs,
without making savings
Enough for all needs
and making savings
9
35
39
17
Up to UAH 5,000
UAH 5,001-10,000
Over UAH 10,000
REFUSAL
44
20
20
30
10
11
9
National level
Regional level
City level
District level
Town level
Village level
Level of government authority, %
SOCIO-DEMOGRAPHIC
Subjective assessment of family
well-being, %
Average monthly income per full-
time family member, %

70
5
10
14 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
Language of communication in the family, %
36
27
22
12
3
North +
Kyiv
West Center South East 15
27
58
Village
Other city or town
Regional center
Region, % Settlement, %

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