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Detector Media Announces Results of Information Consumption Survey in Ukraine’s East

November 14 – Detector Media presented in Kyiv its research findings  on information consumption and opinions in Eastern Ukraine (which is affected by the armed conflict), including parts of Luhansk and Donetsk regions controlled by the Ukrainian government.

The primary research findings are as follows:

• Media consumers of the areas mentioned above demonstrated a high level of skepticism.

• Residents of Eastern Ukraine are tired of negative information.

• Interpersonal communication is the key source of information in the areas affected by the military conflict.

• Media consumers in the East demonstrated trust to individual bloggers, TV anchors, or experts, but not to media outlets.

• Detector Media noted that media consumers in the East do not differentiate news from comments, and they understand all news programs (on all available TV channels in the area) as a single news stream.

Qualitative in nature, the research included focus groups and interviews along with elements of observation.

This methodology enabled understanding of how people consume information; how they choose information sources; their criteria of trustworthiness in the information they receive; their needs, emotions, and stereotypes and how those affect their perception of information; and their attitude to media and government communication related to the Donbas.

The findings will enable news media in Ukraine to examine the issues and inform communication approaches applied by the Ukrainian government and nongovernmental organizations in Eastern Ukraine.

Survey research report presenters were Natalia Ligachova, Detector Media chair; Diana Dutsyk, Detector Media executive director; Roman Shutov, Detector Media program director; and Iryna Brunova-Kalisetska, a consultant and member of the survey research group.

The research was supported by the National Endowment for Democracy, the International Visegrad Fund, and the government of The Netherlands in July and August 2017. Representatives interviewed 173 respondents from nine locations in Donetsk and Luhansk Oblasts (regions).