Media behavior of youth in the COVID-19 pandemic in Ukraine

Єжижанська, Тетяна Сергіївна and Krainikova, Tetiana and Krainikov, Eduard (2021) Media behavior of youth in the COVID-19 pandemic in Ukraine Innovative Marketing (17). pp. 94-108. ISSN 1814-2427, 1816-6326

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The COVID-19 pandemic and quarantine measures have transformed the media agenda. The aim of the study is to identify the behavioral characteristics of the youth news audience, which is formed in the context of COVID-19. To solve research tasks, from March 24 to April 5, 2020, an intelligence survey of young Ukrainians as news readers was conducted. 364 respondents aged from 18 to 29, living in different regions of Ukraine, answered the questions of the Google questionnaire. The results of the survey are qualitative in nature and highlight the trends that exist in the youth audience. According to the data, the topic of coronavirus has become a priority for 82% of respondents. Phobias of young respondents increased: more than 70% stated they were worried and afraid. The alarm response to the pandemic has prompted many media consumers (46%) to turn to more information sources than usual. On the other hand, some media consumers have reduced their contact with the media, which is a typical protective reaction. Uncertainty, suspicion, and anxiety shake the confidence of the youth audience in public institutions and the media. The study showed the emergence of new challenges for media companies. The media should anticipate the consequences of disseminating information, fake news, and adjust content strategies accordingly: compliance with journalistic standards, responsible dissemination of news, fact-checking.

Item Type: Article
Uncontrolled Keywords: media consumption; news content; audience interests; fake news; content strategies
Subjects: Статті у наукометричних базах > Scopus
Статті у наукометричних базах > Web of Science
Divisions: Факультет журналістики > Кафедра медіапродюсування та видавничої справи
Depositing User: викладач Тетяна Сергіївна Єжижанська
Date Deposited: 02 Dec 2021 08:47
Last Modified: 06 Oct 2022 11:16

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