"Trust in media in Ukraine"


On October 22nd-24th, 2010, Gorshenin Institute has conducted the phone survey "Trust in media in Ukraine".

A total of 1000 respondents age 18 or older representing all 25 regional centers, Kiev and Sebastopol, were selected at random following a systematic procedure aimed at filling sex, age and community quotas. The margin of error is no higher then +/-3.2%.

Do you take interest in political news programs and analytical shows?

  • Yes – 72.6%
  • No – 14.3%
  • Can not answer the question – 13.1%

What sources of information do you prefer during election campaigns?

(multiple choices are permissable)

  • Television – 80.3 %
  • Print media (newspapers/magazines) – 46.2 %
  • Conversations with people (family, friends, acquaintances ) – 29.2 %
  • Radio – 26.1%
  • Candidates' rallies – 16.7%
  • Internet – 14.1%
  • Leaflets and other promotional materials – 9.6%
  • Outdoor advertising (big boards, city lights ) – 9.2%
  • Do not trust anything or anybody – 5.2%
  • Can not answer the question – 4.7%

To what do you attribute the presence of ordered materials in media?

(maximum two choices)

  • The fact the every media outlet has an owner – 53.5%
  • Influence and pressures on media on the part of political parties – 49.8%
  • Desire of certain journalists or management to make some money – 42.7%
  • Unprofessionalism of certain journalists who are not capable of delivering objective information– 16.4%
  • Other – 9.8%
  • Can not answer the question – 13.1%

How do you determine what information in media you can trust?

(multiple choices are permisable)

  • I make my own analysis of the information I receive from various sources – 56.9%
  • I rely on opinions of people knowledgeable in politics – 20.7%
  • I trust political talk shows and various debates where politicians have to answer the questions without prior preparations or assistance – 17.2%
  • I only trust the information coming from the candidate I am going to vote for – 11.3%
  • I trust certain media and certain journalists that deliver objective information – 9.4%
  • Other – 5.6%
  • I don't trust any information offered by media – 5.3%
  • Can not answer the question – 6.2%

What sources of information do you trust most of all?

  • Central/national media – 36.2%
  • Local/regional media – 26.4%
  • Foreign media – 8.6%Other media – 9.7%
  • I don't trust anybody – 7.2%
  • Can not answer the question – 11.9%




Co-organisers: Gorshenin Institute and Friedrich Ebert Stiftung Ukraine&Belarus, with support of the National Committee for Industrial Development



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