Ukrainian media in a field of tension - oligarchs, language change and European rapprochement

Media power in the hands of oligarchs

The Ukrainian media landscape has been characterized for years by a high concentration of ownership: many of the leading media outlets are owned by influential oligarchs who use them as tools for political and economic interests. The war did not resolve this dynamic—on the contrary: state funding for the telemarathon flowed in part to actors with ties to Rinat Akhmetov's media empire, even though his companies are no longer formally operating in the market. Despite a new media law from 2023, which strengthens ownership transparency and the role of regulatory authorities, the challenge of media concentration persists.

Russian disinformation: Propaganda that fizzles out

Russia has been conducting massive disinformation campaigns for years – using media outlets like Sputnik, including abroad, for example in Serbia. In Ukraine, however, this propaganda has had little effect. Media scholar Marc Stegherr emphasizes that the Ukrainian population has developed a "highly sensitive awareness" of Russian disinformation. Many media outlets are characterized by nuanced reporting and avoid generalizations – even in the face of war. Moscow's attempt to influence the information landscape is either ineffective or backfires, resulting in rejection and distancing.

Language policy as an expression of independence

A clearly visible change concerns the language used in Ukrainian media. Since January 2022, a law has required newspapers to offer their content in Ukrainian. The last major Russian-language newspaper, Vesti, subsequently switched to this format. While there is no ban on the Russian language, many media companies consider producing content in both Ukrainian and Russian unprofitable. This linguistic realignment reflects a political and cultural emancipation process – and a commitment to European integration.

Approaching Europe – also through media

The EU supports Ukraine not only financially, but also through fact-checking initiatives, which are increasingly available in Ukrainian. The implementation of the EU Media Services Directive demonstrates that Ukraine is also moving towards European standards in its legislation. English-language media platforms are gaining importance in urban areas, and close cooperation with European institutions is strengthening the position of independent providers. Despite significant challenges, Ukraine remains an example of media resilience in a country fighting for its freedom not only militarily, but also through communication.