An Exploratory Study of the Media Transparency in Ukraine
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Date
2009
Authors
Grynko, Anastasiia
Tsetsura, Katerina
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Abstract
Description
This 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 inter-organizational. 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.
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