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An Exploratory Study of the Media Transparency in Ukraine
Source: SO03 Public Relations Journal
Product Code: 6D-030205
Organization/Author/Firm: Katerina Tsetsura, Ph.D, / Anastasia Grynko
Industry: Government - Public Affairs / Media
Specialization(s): Global Communications / Ethics
Format: Academic Journal Article
Summary
The Tsetsura and Grynko study extends the global media credibility research by analyzing the phenomenon of media transparency in Ukraine. A survey of journalists and public relations practitioners revealed that both direct and indirect forms of media influence distort the independent news coverage in Ukraine. Public relations practitioners, advertisers, and publishers often pressure the Ukrainian media to place publicity materials as news stories on the pages or on the air. The pressure to place publicity in exchange for advertising is the most wide-spread practice. Results indicated that media non-transparency occurs at three levels in Ukraine: interpersonal, intra-organizational, and interorganizational. The qualitative data showed that this country’s media professionals as well as public relations practitioners have yet to identify the modern roles and functions of both media and media relations and have yet to find ways to underpin their professional codes of ethics.
