As part of the “Improving Ukrainian Media Resilience” project, Fondation Hirondelle and the International Institute for Regional Media and Information (IRMI) have launched a sociological study titled “Reconnecting Audiences: Understanding the Role of Local Media in Promoting Social Cohesion.” GFMD recently spoke with Sandra Fontaine, Program Manager at Fondation Hirondelle, and Oleksiy Soldatenko, co-founder and Programs Director at IRMI, as part of a series of case studies for MediaDev Insider, providing an inside look at how this collaboration came to life.
Author: Communications Gfmd | 8. November 2024
This research gathered the views of 2,391 participants and included 49 discussions to explore the evolving information needs and social cohesion dynamics in 23 communities in eastern and southeastern Ukraine, areas heavily impacted by the ongoing conflict.
In the aftermath of Russia’s invasion of Ukraine in 2022, Fondation Hirondelle, an organisation dedicated to supporting media in conflict zones, saw the urgent need to assist Ukrainian journalists and media outlets working under extreme conditions.
“In the weeks following Russia’s invasion of Ukraine in 2022, Fondation Hirondelle, like many other organizations, mobilized to assess how best to support Ukrainian media and journalists in need, complementing numerous other initiatives underway at the time”.
Seeking ways to strengthen local media in Ukraine, Fondation Hirondelle connected with the International Institute for Regional Media and Information (IRMI) and its Programs Director, Oleksiy Soldatenko, to explore how they might aid local media in delivering reliable, essential information to war-impacted communities. This connection spurred a collaborative project aimed at reinforcing the resilience of Ukraine’s local media networks, ensuring critical information reached communities near the front lines.
With support from Swiss foundations, particularly Swiss Solidarity, the project has evolved into a robust initiative to support Ukrainian media through a rapidly changing environment. “By supporting a network of local media outlets, the project aims to improve access to information for communities near the front lines,” they explained.
This collaboration ultimately led to the creation of a research paper designed to understand the vital role local media play in polarized and conflict-impacted communities, providing journalists with the tools they need to respond to shifting needs and ensure long-term resilience.
Filling the Gaps: Reconnecting Local Media with Their Audiences
The motivation behind the research paper stemmed from a gap both organisations identified early in the project: the need to help local media reconnect with audiences amid drastic changes brought by the war.
“From the outset of our project, we have continuously assessed the evolving needs of the media we support, helping them to adapt to the conflict’s challenges. We identified a critical need to assist these media outlets in reconnecting with their audiences and addressing the shifting needs of their communities, whose demographics and information requirements have been profoundly altered by the war”.
The project sought to help journalists navigate these challenges, boosting their confidence in editorial decision-making and strengthening their public service role. “This support not only boosts local journalists’ confidence in their editorial choices but also strengthens their capacity to serve the public effectively,” they emphasized. The collaboration with IRMI ensured the study was relevant and tailored to Ukraine’s needs, empowering journalists to adapt their work and advance Ukraine’s recovery through a strengthened local democracy.
Key Findings: Trust as the Foundation of Social Cohesion
A central theme that emerged from the research was the importance of trust in building social cohesion. Despite the difficult circumstances, communities displayed strong trust in their local media, making journalists key figures in efforts to rebuild and unite communities.
“Trust emerged as a central theme in the study. While communities displayed a high level of trust in their local media, they also expect more proactive efforts to combat disinformation, propaganda, and hate speech. An examination of their informational needs highlighted a significant demand for increased coverage of local public policies and a platform for public dialogue, as well as updates on funding for reconstruction efforts”.
The study also highlighted the public’s desire for constructive, hopeful stories. Although security updates and humanitarian aid information remain crucial, communities are increasingly seeking content that showcases resilience, mental health support, and best practices. “They look for best practices to share and positive stories that offer hope—content that can support mental health in times of crisis, a need we also observed during the COVID-19 pandemic at Fondation Hirondelle,” noted Fontaine.
A Global Perspective: Aligning with Media Governance Priorities
The findings align closely with international frameworks on media governance and support, particularly the OECD Development Co-operation Principles. The study emphasises:
Inclusive Development: Ensuring media represent the voices and concerns of communities most affected by the conflict.
Building Social Cohesion: Supporting narratives that unify divided communities and foster understanding.
Empowering Institutional Capacity: Strengthening local media to meet informational and emotional needs, contributing to stability and resilience.
Promoting Accountability and Transparency: Enhancing media’s ability to cover local policies and facilitate public dialogue, underscoring its watchdog role.
Recommendations for Supporting Local Media in Conflict Zones
Based on these insights, Fontaine and Soldatenko offered recommendations for international bodies, governments, and donors to support local media in fragile or divided societies:
Prioritise long-term institutional support for local media
Recognise local media as essential drivers of social cohesion through dedicated support projects;
Foster effective dialogue between local media and civil society to enhance information provision and accountability.
Through these strategies, Fondation Hirondelle and IRMI hope to foster a Ukrainian media landscape that not only endures the immediate challenges of conflict but also plays a central role in rebuilding trust, fostering unity, and promoting social resilience. Their collaboration highlights how targeted support for local media can serve as a powerful tool for resilience and recovery in conflict-affected regions worldwide.
To learn more about how to support journalism and media, sign up for MediaDev Insider, your guide on supporting journalism and media from the Global Forum for Media Development and GFMD IMPACT. Join our growing community!
