The main source of social and political information for most Ukrainians is social media and messengers, while television is gradually losing ground. This is evidenced by the study "Media Literacy Index of the Ukrainian Audience". It was presented by Marta Naumova, a senior researcher at the Institute of Sociology of the National Academy of Sciences, as quoted by UNN .
Television is no longer the central, the main, the main source of information for the majority of the audience aged 18/65. Because we did another study... we studied the category of pensioners, and in this group, of course, television is a key source of information. But for most Ukrainians aged 18 to 65, television is not a key source of information. Only 32% have watched television in the last week. The main sources are social networks and messengers: 52% and 53% respectively - more than half.
Details
Naumova added that their data shows that the share of those who watch various video blogs on YouTube and other services has also increased. This year, the number of people watching video blogs has increased by 10%.
At the same time, the number of supporters of the United News telethon has significantly decreased.
Attitudes toward the Single Marathon have deteriorated over the year. The share of those who consider the telethon format to be justified decreased from 58% to 41%. The number of those who do not accept this format and have a rather negative attitude to it increased from 12% in 2022 to 27% in 2023. Although 41% believe that this format is justified in times of war, the majority of the audience seeks information from other sources.
Naumova also noted that 30% of respondents are convinced that the media work in the interests of media owners and investors, while 25% believe that media work in the interests of the Ukrainian state and society as a whole.
That is, there is a trend over the two years of the war that the audience believes that the media still works in the interests of the state.
In general, she said, according to the results, 3% of Ukrainians have low media literacy, 21% have below average, 62% have above average media literacy, and 14% have high media literacy.
For reference
The quantitative study "Media Literacy Index of the Ukrainian Audience" was conducted by face-to-face interviews using a tablet with a standardized questionnaire (CAPI).
The sample size was 1200 respondents - the adult population of Ukraine (18+). The field stage was conducted by New Image Marketing Group from January 15 to 29, 2024.
In early 2024, the study was conducted for the fourth time, and its results make it possible to understand how the second year of full-scale war affected the media literacy of society.