How can the media assess the needs of hromadas, their challenges, covering them objectively and professionally? Do we have an impact on people and can we become a bridge between them? A three-day training that started today in Lviv is a platform for discussion, for acquiring new skills by journalists, and exchanging experiences related to the topic of social cohesion.
The discussions on how media professionals understand social cohesion were very interesting; the trainees talked about the challenges their hromadas are facing. But how do we study them, what sociological tools do we use, and how do we do it professionally? That was discussed with Alina Kalashnikova – the trainer – the quantitative and qualitative assessment methods, representation, publication’s target audience, and research sampling. The practice involved creating a questionnaire in Google Forms. It goes without saying how important it is to use the tools we are currently studying correctly: without understanding the needs and moments of crisis, there is no accurate and relevant coverage of what unites and divides hromadas.
Alina Kalashnikova:
A lot depends on whether the media is willing to take strategic steps. In today’s reality, there are many simple audience research tools that are very easy to use, and journalists can do it even on their own. As for sociological research, media professionals simply have to understand how their audience behaves and feels, which means they will inevitably use sociological data. The main thing is motivation and the desire to expand their area of responsibility, add new activities. Because you cannot just be a journalist anymore – you become a bit of an analyst, marketer, video editor, and so on. We all expand our competencies, and journalists are no exception.
What are the current trends in media development, and is there still a demand for quality journalism, was discussed among journalists with trainer Angelina Soldatenko. The discussions were about readers’ trust, which is actually the main factor the effectiveness of a media is measured by. There was a session on civic journalism in the context of social cohesion, the risks and benefits of cooperation. Developing concepts for such cooperation was the centrepiece of the morning workshop for the trainees. A separate topic was how we communicate with people when we interview them, especially in critical situations.
Propaganda, information, misinformation and disinformation are key concepts for journalists who work with stories and data on the daily basis. Therefore, the training sessions addressed what fact-checking is, how to counter disinformation and to verify information, and what algorithms and tools are out there, supported by trainer Olga Yurkova.
Watch our video about the training and its highlights.
This is the first of three trainings under the project “Covering Social Cohesion – Strengthening the Capacities of Ukrainian Media,” developed and implemented by the Institute for Regional Media and Information in partnership with UNESCO and with the support of the state of Japan. The program is part of UNESCO’s broader efforts to support the safety of journalists and freedom of expression in Ukraine. Our partners in the project are the National Union of Journalists of Ukraine and the public organization “Promotion of Intercultural Cooperation.”
