This research was conducted by the NGO Detector media as part of the project Media and Information Literacy Boost in Ukraine. This project is implemented in partnership with UNESCO and with the support of Japan. The authors are responsible for the selection and presentation of the facts contained in this publication. The views expressed are solely those of the authors and do not necessarily reflect the position of UNESCO or Japan.
You can download the PDF version of the report here.
Researching the level of media literacy among government authorities (GA) and local self-governance representatives (SG) is crucial to identify areas for improving and expanding the media competences of this audience. Decision-making should be based on reliable information, and the stability and effectiveness of public institutions depend on their ability to use modern communication technologies to protect personal and corporate data, prevent cybercrime, and build effective communication with citizens.
Methodology: CATI (computer-assisted telephone interviewing) – telephone survey using a structured interactive questionnaire supported by specialized software for sociological research. About 60% of the sample for each target group was collected via CATI.
Approximately 35% was collected using the CAWI (computer-assisted web interviewing) method as due to high workload and tight schedules, several respondents preferred to complete the survey independently.
Given the low accessibility of the target audience and the high level of expertise among its representatives, the combination of multiple survey methods was deemed appropriate.
Up to 5% of respondents expressed a preference for completing the survey in person using the CAPI method – a formalized face-to-face interview using a structured questionnaire and a tablet/mobile device (computer-assisted personal interviewing).
Limitations of the research: The type of respondent selection and the number of respondents allow the results to be interpreted as general trends, which are appropriate to use as a basis for developing activities to enhance the media competencies of the target group.
Geography: Nationwide study.
Target Audience:
- Employees working in public administration and local self-governance: members of parliament and local councils, employees of ministries and agencies, state administrations, local self-government bodies, heads of hromadas, etc.
- Individuals working in public authorities at all levels: national, regional, municipal, district, and hromadas.
Respondent Recruitment:
- Generation of a list of government bodies and public services at the national level.
- Generation of a list of regional military administrations and government bodies at the regional level.
- Sending invitation letters to participate in the survey (some of them requiring a digital signature upon request).
- Telephone calls to obtain information regarding the status of the invitation letter.
- Further communication regarding the participation of representatives from specific institutions in the survey.
- At the regional level, contacts with government and local self-government bodies were also established by local teams of interviewers led by a regional supervisor either through a visit or by sending an invitation letter, followed by further communication and engagement of potential respondents.
Sample Size: 420 respondents.
Sampling Type: Targeted sampling.
Fieldwork Period: January 15–29, 2025, conducted by New Image Marketing Group.
* The study was not conducted in the temporarily occupied territories of Donetsk, Luhansk, Zaporizhzhia, Kherson regions, and the Autonomous Republic of Crimea.
