The Media Space of Ukraine 2022–2024: Challenges of Transformation
Abstract
The article examines the transformation of the Ukrainian media space between 2022 and 2024, focusing on print, digital, and social media that shape the information landscape during wartime. Particular attention is paid to shifts in content themes, media adaptation to new information challenges, the emergence of new audience segments, and the impact of media-related trauma on Ukrainians’ media consumption habits. Based on a review of academic studies, sociological surveys, and analytical reports, the article proposes a methodological framework for assessing the dynamics of media behaviour and the mechanisms of media adaptation to new realities.
The study identifies profound shifts in media consumption patterns caused by the war: a gradual decline in interest in military content, reduced demand growth for social, economic, and entertainment topics, and the reorientation of significant portions of the audience to alternative platforms, primarily Telegram. Findings suggest that with each successive year of the war, Ukrainians consume less content about combat operations, gradually shifting their focus to lighter subjects. Analytical content related to economic recovery, reconstruction, and social issues — nearly absent in 2022 — gained significant audience traction in 2023-2024.
Telegram has emerged as the dominant platform for news consumption due to its mobility and content personalization, whereas traditional media outlets face a crisis of trust and changes in audience engagement models. The lack of systematic analysis of these trends hinders the ability of Ukrainian media to adapt effectively — especially in designing communication strategies, rebuilding trust, and producing content aligned with the evolving informational needs of society. These challenges are compounded by restricted access to independent sources in occupied regions, requiring Ukrainian media to carefully balance timeliness, accuracy, and responsiveness to shifting public demand.
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References
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