Media must be active participants in the development of media literacy. It is through them that people receive information, learn to recognize manipulation, and develop critical thinking. This was emphasized by National Council member Oleksandr Burmahin during the panel discussion “Roadmap 2030: Institutionalizing Media Literacy in Educational and Legal Processes”, held within the framework of the OSCE International Media Literacy Conference.
“In the field of media literacy, media are simultaneously an object, a subject, and a tool. This tool can have different impacts: it can help society recognize manipulation through critical thinking, or, conversely, become part of PSYOP or a disinformation campaign,” said Oleksandr Burmahin.
He recalled that after the launch of the media reform in 2023, the National Council developed a three‑year strategy. One of its goals is fostering media literacy in society through the media literacy of media companies.
According to Oleksandr Burmahin, the regulator began this work by studying the level of media literacy among media professionals. The result was 74%.
The testing covered key topics of media’s professional activity: ethical principles, child protection, prevention of hate speech, countering propaganda and disinformation, gender equality, accessibility, inclusion, fact‑checking, and digital literacy. The main focus was on working with media and everyone involved in content creation: journalists, editors, and newsmakers.
Oleksandr Burmahin also spoke about the National Council’s practical projects in this area. Among them are seminars with DW Akademie within the framework of the MediaFitRe:loaded project; an information and educational campaign for regional media with the NGO Pylyp Orlyk Institute for Democracy; the presentation of a guide for journalists and media entities together with the OSCE; the study Freedom of Speech, Media Literacy with NASU Institute of Sociology; and training sessions for regional media professionals with the Council of Europe.
He also spoke about the legislative framework for the development of media literacy. The Law of Ukraine “On the Media” already contains relevant provisions, but they can be further developed. This includes, in particular, mechanisms for reporting, performance indicators, regular evaluation of strategies, and cooperation with platforms.
“Today, platforms are one of the main sources of threats in the information sphere. Therefore, this issue must be part of future media literacy policy,” said Oleksandr Burmahin.
Speaking about the roadmap to 2030, he highlighted several directions: media literacy for different sectors of society and age groups; consideration of the consequences of the war; engagement with bloggers and influencers; inclusiveness and accessibility; as well as a gender‑sensitive approach in media.
The discussion also addressed the place of media literacy in education, digital tools, university programs, and state strategies. Participants emphasized the need to develop these skills from an early age, to support quality content, to work with diverse audiences, and to coordinate the efforts of the state, civil society, experts, international partners, and business.
Representatives of state institutions, the educational community, civil society, and media experts also joined the discussion. The debate was moderated by Olha Prokopenko, Senior Project Associate (Media) of the OSCE Support Programme for Ukraine.
The conference was concluded by Petr Mareš, Ambassador and Special Representative of the OSCE Chairperson‑in‑Office – Project Co-ordinator in Ukraine. He stated that media literacy has long gone beyond the boundaries of an educational topic.
“Media literacy is a geopolitical necessity and an investment in Ukraine’s future. It cannot function in only one direction: alongside a person who knows how to recognize quality information, there must also be quality information. Ukraine’s experience in countering disinformation and manipulation should become part of the broader European discussion,” concluded Petr Mareš.
Over the course of two days, conference participants discussed information resilience as a component of national security, the Ukrainian media landscape, the role of education in strengthening information resilience, media literacy in the age of artificial intelligence, gender sensitivity, and the protection of vulnerable groups in the digital space.
Such conferences are important for the media regulator because they make it possible to see what is already working in Ukraine and what can be strengthened by taking into account the experience of European countries. They are also an opportunity to hear from the media, educators, civil society organizations, and international partners, so that future strategies respond to real needs rather than remain formal documents.
For Ukraine, media literacy is part of everyday information security. It helps people better understand the news, recognize manipulation, trust verified sources, and avoid spreading disinformation. Therefore, the roadmap to 2030 must include clear objectives, those responsible for their implementation, sources of funding, and a way to evaluate the results.
On the first day of the conference, at the opening, the Chair of the National Council, Olha Herasymiuk, delivered remarks. She spoke about media literacy as a component of the resilience of Ukrainian society in wartime. Within the framework of the conference, Olha Herasymiuk also met with Jan Braathu, Ambassador and OSCE Representative on Freedom of the Media. The meeting focused on further cooperation between the National Council and the Office of the OSCE Representative on Freedom of the Media.
