Engaging Instead of Informing: Role Change of the Local Media in Ukraine in 2022–2025

О. Pohorelov

Abstract


The purpose of the study is to test the hypothesis that the war has accelerated changes in the focus of local media efforts in Ukraine from «informing the audience» to «engaging residents in interaction». And that this allows newsrooms to build trust and reach, leads to an increase in the number of partnerships, and strengthens the economic sustainability of these media outlets.

The research methods are based on a combination of large-scale research work and analysis of the empirical data obtained. Theoretical methods of analysis, synthesis, comparison, classification, and generalization were used, as well as statistical analysis of data sets using the linear correlation coefficient.

Results. An analysis of 503 media’ grant applications and reports on the results of 167 projects implemented in 2022–2025 provided data on the link between editorial activities, community engagement in discussions, and the search for solutions to pressing issues in communities. An assessment of the effectiveness of these activities showed an increase in trust in local media, as well as the development of partnerships between these media outlets and various actors in the community.

The novelty of the study lies in the verification of causal links between the focus of local media on audience engagement and the growth of key performance indicators of these media in the context of Russia's full-scale war against Ukraine. The study demonstrates how approaches related to audience engagement and how the this engagement manifest themselves in the specific environment of Ukrainian communities that have been affected by military, social, and economic transformations.

The practical significance of the study lies in its applicability to the transformation of local media in the context of radical changes in the media market, including those resulting from Russia's war against Ukraine. The findings of the study have additional value in enhancing the effectiveness of international technical assistance programs and government programs aimed at restoring and strengthening communities by giving local media the role of communication platforms.

Key words: local media, regional media, local media management, local media independence, role of local media in the community, audience engagement, participation, democratic governance.


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DOI: http://dx.doi.org/10.32840/cpu2219-8741/2025.4(64).6

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