1.
CREDENCE TO MEDIA, INFLUENCE OF RUSSIAN
PROPAGANDA, AND MEDIA LITERACY IN UKRAINE
NGO "Detector Media", Kyiv International Institute of Sociology,
February 2018

2.
2
CONTENT
CONTENT
Chapter №
Poll methodology……………………… 3
Usage and credence to various information
sources………………………………………... 4
Interpretations of current events in the
context of annexation of Crimea and the
conflict in Donbas………………. 10
Opposition to Russian propaganda and
media literacy……………………………….. 15

3.
3
oThe poll was conducted by Kyiv International Institute of Sociology (KIIS) in February 2018, as
requested by NGO “Detector Media”, financed by Danish Ministry of Foreign Affairs and US National
Endowment for Democracy. The fieldwork lasted from Feb. 5 to Feb. 21, 2018.
oFor this research KIIS developed stratified 4-level sample, random at each level. The sample is
representative for Ukraine in general and each of the four macro-regions:
Western – Volyn, Rivne, Lviv, Ivano-Frankivsk, Ternopil, Zakarpattia, Khmelnytskyi and
Chernivtsi regions,
Central – Vinnytsia, Zhytomyr, Sumy, Chernihiv, Poltava, Kirovohrad, Cherkasy, Kyiv
regions and the city of Kyiv,
Southern – Dnipropetrovsk, Zaporizhia, Mykolaiv, Kherson and Odesa regions,
Eastern – Donetsk, Luhansk and Kharkiv regions.
oIn Donetsk and Luhansk regions the poll was conducted only at territories currently under control of
Ukrainian authorities.
oThe total number of interviews was 2043, with respondents representing all Ukrainian regions and
the city of Kyiv (except Crimea). The interviewing was conducted via personal interviews using tablet PC
in the respondents’ private households (Computer Assisted Personal Interviewing, САРІ).
oStatistical error (with probability 0.95 and design effect 1.5) does not exceed:
3.3% for indexes close to 50%,
2.8% for indexes close to 25 or 75%,
2.0% for indexes close to 12 or 88%,
1.4% for indexes close to 5 or 95%,
0.7% for indexes close to 1 or 99%.
POLL METHODOLOGY
POLLMETHODOLOGY

4.
USAGE OF AND CREDENCE TO VARIOUS INFORMATION SOURCES

5.
5
Ukrainian TV
(national channels)
Ukrainian Internet media
Social networks
Relatives, friends, neighbors,
colleagues, acquaintances
Ukrainian newspapers
(national editions)
Local TV
Local newspapers
Russian TV
D
STRUCTURE AND CREDENCE TO INFORMATION SOURCES:
TOP SOURCES
STRUCTUREANDCREDENCETOINFORMATION
SOURCES:TOPSOURCES
Ukrainian national TV is the main source of information for absolute majority of Ukrainians. The other two
top sources are Ukrainian Internet media and social networks.
At the same time, 5% Ukrainians (about 1.4 millions) receive information from Russian TV channels. 67%
of such respondents are living in the Southern and Eastern parts of Ukraine.
From which sources you receive the information about Ukrainian and world events most
often? / Which of the listed sources of information about the armed stand-off in Donbas
you trust?
Set: All respondents, n=2043.
85.7
27.1
23.5
17.9
8.1
6.4
4.8
4.7
57.2
14.1
12.5
8.7
3.3
2
1.4
1.6
% receive information
% trust information about the
conflict at Donbas

6.
6
60.9
47.9
43.7
39.1
36.3
18
15
35.4
22.3
21.7
19.9
14.6
6.2
7.7
% are watching
% trust information about
relations between Ukraine,
Russia and
“Donetsk/Luhansk people’s
republicks”
TOP UKRAINIAN TV CHANNELS
Set: All respondents, n=2043.
TOPUKRAINIANTVCHANNELS
Which Ukrainian TV channels you watch most often? / Which of those Ukrainian channels
you trust most regarding the information on events in Ukraine and relations between
Ukraine, Russia and “Donetsk/Luhansk people’s republics”?

7.
7
TOP SOCIAL NETWORKS
TOPSOCIALNETWORKS
Set: All respondents, n=2043.
35.5
11.3
9.6
7.2
5.3
0.5
0.9
52.4
5.4
Which social networks you use to get information about events in Ukraine and the world?
Other
Are not using social
networks
Hard to say / No answer

8.
8
INFORMATION CHECK WITH OTHER SOURCES
Set: All respondents, n=2043.
52%
Never check information
Yes (18%)
Sometimes
(17%)
No (52%)
Hard to say
(13%)
If you get an information from Ukrainian
national, Russian, your local media, or media of
“Donetsk/Luhansk people’s republics”, would
you check this information with the other side’s
media?
35%
Check information at
least sometimes
If an information you get from Ukrainian
national, Russian, your local media, or media of
“Donetsk/Luhansk people’s republics” is
contradictory, or at least significantly differs,
which media you usually trust most?
58.1
2.5
1.0
0.2
38.1
Ukrainian national
media
Local media
Russian media
Media of
“Donetsk/Luhansk
people’s republicks”
Hard to say / No
answer
INFORMATIONCHECKWITHOTHERSOURCES

9.
9
AWARENESS ABOUT STATE STRATEGIES AND GOALS IN
CRIMEA AND DONBAS
AWARENESSABOUTSTATESTRATEGIESAND
GOALSINCRIMEAANDDONBAS
Set: All respondents, n=2043.
9.1
8.3
4.6
14.0
17.3
8.5
35.8
40.1
33.2
27.1
20.0
34.8
14.1
14.3
18.9
State strategies and goals
regarding Crimea
State strategies and goals
regarding the territories
controlled by "people's
republicks"
Recently adopted Law on
Reintegration of Donbas
Enough Rather enough
Rather not enough Do not receive at all
Hard to say / No answer
Do you receive enough information about…? Are you familiar with the Law on Reintegration
of Donbas?
Generally familiar
with the Law, 1%
Familiar with some
provisions, 4%
I did hear something,
but I don’t know any
details, 50.2%
No, I didn’t hear
anything about it,
40.6%
Hard to say / No
answer, 4.1%
As compared to KIIS poll conducted in December 2016, the level of awareness about state strategies and
goals in Crimea and Donbas is now somewhat higher (previously 17% respondents had enough information
about Crimea, now 23%; about Donbas, respectively, 20% vs. 26%).
Only 5% know at least some provisions of the Law on Reintegration of Donbas.

10.
INTERPRETATIONS OF CURRENT EVENTS IN THE CONTEXT OF
ANNEXATION OF CRIMEA AND THE CONFLICT IN DONBAS

11.
11
INTERPRETATIONS OF CURRENT EVENTS IN THE
CONTEXT OF ANNEXATION OF CRIMEA AND THE
CONFLICT IN DONBAS
INTERPRETATIONSOFCURRENTEVENTSINTHECONTEXTOF
ANNEXATIONOFCRIMEAANDTHECONFLICTINDONBAS
The war was initiated by Ukrainian
government and oligarchs
Hard to say / No answer – 33.2
The war was initiated by separatists
and Russia
In Ukraine there is an attack on the
freedom of speech
Hard to say / No answer – 37.7
In Ukraine there are too much pro-
Kremlin propagandist media, whereas
the state’s and society’s reaction is too
weak
The ban of Russian TV channels in
Ukraine is a necessary step for the
protection of state
Hard to say / No answer – 19.7
The ban of Russian TV channels in
Ukraine is a mistake and only restricts
citizens’ rights
The ban of some Russian artists and
movies in Ukraine is a necessary step
for the protection of state
Hard to say / No answer – 17.8
The ban of some Russian artists and
movies in Ukraine is a mistake and
only restricts citizens’ rights
The ban of Russian social networks is
a necessary step for the protection of
state
Hard to say / No answer – 24.0
The ban of Russian social networks is
a mistake and only restricts citizens’
rights
Ukrainian-speaking citizens and
Ukrainian patroits are persecuted in
Crimea and on territories controlled by
“Donetsk/Luhansk people’s republics” Hard to say / No answer – 47.0
Ethnical Russians, Russian-speaking
citizens and dissidents are persecuted
in Ukraine
Set: All respondents, n=2043.
15.0
29.6
36.6
29.2
30.2
43.3
51.8
32.8
43.7
53.0
45.8
9.6
Please select in each pair one sentence which best reflects your personal opinion about
the events or state acts and decisions.

12.
12
WHO INITIATED THE WAR AND WHO IS ACTUALLY
PERSECUTED
INTERPRETATIONSOFCURRENTEVENTSINTHECONTEXTOF
ANNEXATIONOFCRIMEAANDTHECONFLICTINDONBAS
100% in the column West Center South East
Who initiated the war
Ukrainian government/ oligarchs
Russia / separatists
Hard to say / No answer
Who is actually persecuted
Ukrainian-speaking citizens /
patriots in Crimea and “people’s
republics”
Russian-speaking citizens in
Ukraine
Hard to say / No answer
12.7
71.6
15.7
72.1
2.7
25.1
13.7
55.4
30.8
40.4
9.6
49.9
18.2
37.3
44.5
26.4
11.4
62.2
Set: respondents, who live in the respected region, West n=572, Center n=710, South n=491, East n=270.
17.0
29.0
54.0
24.1
20.6
55.3

13.
13
BAN OF RUSSIAN TV CHANNELS, ARTISTS / MOVIES,
SOCIAL NETWORKS
INTERPRETATIONSOFCURRENTEVENTSINTHECONTEXTOF
ANNEXATIONOFCRIMEAANDTHECONFLICTINDONBAS
100% in the column West Center South East
Ban of TV channels
Necessary step
Mistake
Hard to say / No answer
Ban of artists / movies
Necessary step
Mistake
Hard to say / No answer
Ban of social networks
Necessary step
Mistake
Hard to say / No answer
55.5
25.8
18.7
52.3
29.5
18.2
53.0
28.5
18.5
Set: respondents, who live in the respected region, West n=572, Center n=710, South n=491, East n=270.
37.6
40.1
22.3
24.9
54.5
20.6
27.0
44.0
29.0
26.0
57.6
16.4
20.5
66.6
12.9
19.1
60.2
20.7
15.1
63.9
21.1
9.8
71.7
18.5
13.2
58.8
28.0

14.
14
WHAT HAPPENS IN UKRAINE: ATTACK ON THE FREEDOM
OF SPEECH OR COMBAT AGAINST PRO-KREMLIN
PROPAGANDA
100% in the column West Center South East
Attack vs. combat
Attack on the freedom of speech
Combat against pro-Kremlin
propaganda
Hard to say / No answer
27.4
47.0
25.6
INTERPRETATIONSOFCURRENTEVENTSINTHECONTEXTOF
ANNEXATIONOFCRIMEAANDTHECONFLICTINDONBAS
43.3
15.9
40.8
23.1
30.5
46.5
33.8
29.5
36.7
Set: respondents, who live in the respected region, West n=572, Center n=710, South n=491, East n=270.

15.
OPPOSITION TO RUSSIAN PROPAGANDA AND MEDIA LITERACY

16.
16
26
12
19
32
48
25
14
23
31
38
23
14
19
33
34
Ukraine West Center South East
Feb.15 Sept.16 Dec.17
PERFORMANCE INDEX OF RUSSIAN PROPAGANDA
PERFORMANCEINDEXOFRUSSIANPROPAGANDA
Index changes: 0 to 100, where 100 mean best performance of Russian propaganda

17.
17
RUSSIAN PROPAGANDA’S “SECRET OF INFLUENCE”
RUSSIANPROPAGANDA’S“SECRETOFINFLUENCE”
38.0
33.3
29.9
20.7
15.6
11.7
0.9
21.5
Russia invests a lot of money in propaganda
Many people has no critical thinking
regarding what they see/read in media
Russia invests a lot of money in order to
corrupt foreign media and politicians
Russian propaganda is very convincing
Russian propaganda is very aggressive
The leaders of other countries cannot oppose
propaganda
Other
Hard to say / No answer
In your opinion, what is the secret of influence of Kremlin propaganda on many people in
the whole world?
Set: All respondents, n=2043.

18.
18
INTRODUCTION OF QUOTAS FOR UKRANIAN LANGUAGE
ON RADIO AND TV
INTRODUCTIONOFQUOTASFORUKRANIAN
LANGUAGEONRADIOANDTV
Set: All respondents, Ukraine n=2043, West n=572, Center n=710, South n=491, East n=270.
33.1
49.8
35.8
21.5
13.7
43.0
24.1
38.5
57.4
66.7
23.9
26.1
25.7
21.1
19.7
Ukraine
West
Center
South
East
Yes No Hard to say / No answer
Do you believe that introduction of quotas for Ukrainian language on radio and TV is
expedient?
Only one third of the population supports the quotas. At the same time, of those who support this step,
only one third believe that the state and NGOs do enough.

19.
19
SELF-ASSESSMENT OF ONE’S ABILITY TO RECOGNIZE
FAKES AND CRITERIA OF IDENTIFICATION OF ROTTEN
INFORMATION
SELF-ASSESSMENTOFONE’SABILITYTORECOGNIZEFAKES
ANDCRITERIAOFIDENTIFICATIONOFROTTENINFORMATION
Set: All respondents, n=2043.
Do you believe that you yourself can distinguish
good-quality information from disinformation
and fakes?
How do you identify fake information?
Yes, 20.2%
Usually yes, 33%
Usually no, 12.2%
No, 18.8%
Hard to say / No
answer, 4.1%
32.5
30.3
18.9
14.2
13.0
3.4
36.8
It appears in the media I don't
trust
No author indicated
The information is presented
too emotionally
The information is peddled by
Internet bots
The news refers to social
networks as the primary source
Other
Hard to say / No answer

20.
20
THE NEED TO ENHANCE MEDIA LITERACY OF THE
POPULATION
THENEEDTOENHANCEMEDIALITERACYOFTHEPOPULATION
60.7
65.8
61.4
63.4
43.1
18.0
17.5
14.6
17.7
28.9
21.2
16.7
24.0
18.9
27.9
Ukraine
West
Center
South
East
Yes No Hard to say / No answer
In your opinion, is there a need for the state and NGOs to teach media literacy, ability to
critically process information, distinguish good-quality information from bad-quality
information and information from disinformation?
Set: All respondents, Ukraine n=2043, West n=572, Center n=710, South n=491, East n=270.

21.
21
PERSONAL READINESS TO RECEIVE TRAINING FOR MEDIA
LITERACY ENHANCEMENT
PERSONALREADINESSTORECEIVETRAININGFORMEDIA
LITERACYENHANCEMENT
Would you youself agree to receive training,
including online, for the enhancement of your
media literacy?
Which way of training would be most convenient
for you?
Yes, 22.2%
No, 61.2%
Hard to say / No
answer, 16.6%
55.8
18.3
5.1
5.0
4.6
4.3
6.9
Online courses
TV or radio programs about
media literacy
Mandatory subject in university
/ secondary school
Reading of manuals
Library courses
Optional subject in university /
secondary school
Hard to say / No answer
Set: Readiness to receive training – all respondents, n=2043; Most convenient way – those who are ready to receive training, n=402.

22.
THANK YOU FOR YOUR ATTENTION!