Journalists without mass media, mass media without journalists – paradoxes of reality (new trends in Ukrainian mass media)

Can we talk about new trends in the media during the war? It is possible and necessary, despite the war. The world is constantly moving forward and developing. And, fortunately, the Ukrainian media too. And if one of the journalists tells you that there is no such thing, it means that they are outside the process, so they do not observe it. Despite the fact that due to the war, a number of media stopped working, new ones appeared and are appearing – mainly online resources. The National Union of Journalists of Ukraine (NUJU), together with international partners, provided and continues to provide considerable support to the mass media.

So, the new trends in the Ukrainian media are as follows.

1. Journalists create their own online platforms

Many journalists who lost their jobs in the mass media created their own online platforms – Telegram and YouTube channels. In some cases, they gained tremendous popularity, and the journalist reached a new level of professional work. Some journalists use their own Facebook pages as media outlets. However, it is clear that such personal media is not a substitute for mass media; instead, it is a type of blogging. If there is an opportunity, it is worth combining such blogging with work in professional media. I am sure that it is possible to remain a professional journalist only if you work in professional media or cooperate with them.

2. Media without journalistic exclusivity have no prospects

So, journalists without mass media are a sad reality. But the situation is even more paradoxical: mass media… without journalists. In many media, the priority now is not journalists but journalist-rewriters who increase traffic for the sake of attracting advertising. Journalists often become “redundant” and undervalued in every sense. However, there is one important point: Google practically does not rank media without exclusives (interviews, investigations, etc.) because it does not consider such media worthy of attention. Such media have no prospects.

3. The main topic now is war, but the topic of peacetime is no less in demand

Of course, readers read news and interviews with military experts… However, almost all peacetime topics are also in demand. These are economy, sport, culture, science, and lifestyle (gastronomy, fashion, design…). For example, the topic of home redesign and design has huge views in online media. Why? People began to value life, home comfort, and family hearth in a special way. Those who were forced to leave their native home miss it very much and want to return as soon as possible. Life goes on despite the war.

In my opinion, it is extremely important now to preserve the professional specialization of journalists, that is, for, say, sports journalists to cover their topic, economic journalists to cover theirs, etc. After all, today, we need to think about the reconstruction of Ukraine and the restoration of all industries. To do this effectively, professional journalists must always be in a professional form – that is, know their topic and follow the news and trends in it.

4. Emphasis on fact-checking

It is relevant and in demand. For example, the Ukrinform news agency even has a Factcheck column. Ukrinform guarantees readers 100% accuracy and helps recognize and debunk fakes. As reported on the information agency’s website, fact-checking is carried out by a group created on the basis of the Main Editorial Office of Ukrinform’s foreign information. The training on fact-checking skills was conducted for the editorial staff by experts from the AFP news agency, which is one of the world leaders in information checking, as well as from the Austrian news agency APA.

5. The most promising topic is IT

Columns devoted to technologies are now found in almost every socio-political mass media. In addition, new specialized media about IT are opening in Ukraine. The popularity of the topic is explained by the fact that IT is a driver of economic processes, and this is important for the successful development of Ukraine now and in the post-war period.

6. Business content is another driver of economic processes

An important segment in the field of media now is business content. It is another driver of economic processes that are necessary for the recovery of the country. This is a construction business, an agricultural one, and a hotel and restaurant business… A new niche in journalism is trend content on topics related to lifestyle (fashion, food, design, tourism…). Information about new trends in industries has a high-ranking factor, which helps attract advertising. The topic of trends is unique for me as the first trend editor in Ukraine because it is an entirely new niche in journalism, fascinating and promising. Knowledge of trends at the stage of their forecasting is the key to the success of every business and the country’s economy as a whole.

7. Quantity determines quality

A new vector in the world media is gatekeeping. Rejection of excess news and more careful selection increases views. This trend is also relevant for Ukraine. In addition, articles in leading publications are becoming shorter but no less meaningful.

8. Welcome, artificial intelligence! But live journalism is more important

The world is witnessing an ever-increasing impact of artificial intelligence. Leading mass media are beginning to implement content management systems (CMS) that recommend resonant topics for publications, select tags, general pencils, etc. Artificial intelligence is beginning to supplant rewriters. At the same time, live journalism, which cannot be replaced by artificial intelligence, is becoming more and more valuable.

Olha Smetanska, NUJU and UNESCO media expert

Photo by Maryna Hladka