NGO Detector Media conducted a quantitative study to determine the media literacy index of Ukrainians - that is, the level of ability to comprehend and critically interpret information, as well as use a variety of media sources - compared to the indicators of the first survey round in 2020.
The media literacy index was measured both for the general population and for certain population groups (based on age, gender, place of residence, education, etc.).The model of the media literacy index was based on Len Masterman's concept and the results of the qualitative stage of the study "Media Consumption Among Ukrainians: Conceptualization of the Audience’s Media Literacy Index", prepared by Marta Naumova, a senior researcher at the Institute of Sociology of the National Academy of Sciences of Ukraine, at the request of the NGO Detector Media in January 2020. Then, at the request of Detector Media, the Info Sapiens research agency conducted a quantitative survey representative of the whole of Ukraine in December 2020–January 2021.To assess the level of media literacy, respondents were asked a list of questions divided into four categories:Understanding the role of media in society, the extent of its influence, understanding the work of the media industry and perception of the Ukrainian media landscape, awareness of media regulation, and attitudes towards public broadcasting.
Personal use of media — the number of information sources used by respondents, the length of time they read the news per day, etc.;Digital competence — understanding of the peculiarities of the functioning and terminology of new media, digital security skills, and creation of own media content;Sensitivity to media content — to disinformation/fake news, hidden advertising, paid-for materials, and manipulations.The media literacy index was assessed on a scale from 0 to 10, where 0 is the lowest level, 10 is the highest, and 5 is the average.Detailed results of the study can be found in the report (in the presentation below).
