Transforming Media Narratives: IREX’s Tools That Amplify the Voices of Displaced Ukrainians
The portrayal of internally displaced persons (IDPs) in the media has long been fraught with negative stereotypes and stigmatization. Often depicted as destitute and unfortunate, IDPs have struggled against a narrative that overlooks their resilience and contributions. Recognizing this issue, IREX’s United Voices in Action (VIA) program aims to reshape how IDPs are viewed in Ukraine’s society through analytical research and sensitive journalism.
In collaboration with the Media Development Foundation, the VIA program conducted an assessment titled “Stereotypes and Hate Speech Against Internally Displaced Persons in Regional Media Content,” focusing on how Ukrainian local media covers issues related to IDPs. Using the Media Content Analysis Tool (MCAT), an IREX tool for media content analysis, the report analyzed media coverage of IDPs, and topics related to internal displacement as a result of Russia’s invasion. The research, conducted from December 2022 to January 2023, analyzed 231 publications from 25 regional media outlets across 25 communities.
Results indicate bias in tone and storyline
The findings highlighted a concerning trend. IDPs are not only underrepresented in media coverage, but are often portrayed in a negative light, which perpetuates stigmatization and harmful stereotypes. Many of the articles analyzed adopt a tone of pity, depicting IDPs as unsuccessful individuals, with a notable absence of personal stories. Of the 231 publications reviewed, only 43 publications (18.6%) highlight personal stories or narratives directly from IDPs.
The analysis also revealed that media often place unwarranted emphasis on an individual's regional origin or displacement status, linking these characteristics to negative traits. This labeling is common in crime reporting, where it fuels accusations, reinforces stereotypes, and fosters the perception of IDPs as a threat. Such distorted representation not only marginalizes IDPs but also impedes their integration into new communities.
Recommendations to improve IDP media representation
- Encourage greater media coverage of IDP issues. Currently, only 1 in 20 publications focus on internally displaced persons, even though 1 in 7 Ukrainians is an IDP. There is a critical need to increase media focus on IDP issues. Greater attention to this underrepresented population can help raise awareness, challenge stereotypes, and drive more informed public discourse.
- Highlight personal stories of IDPS. Journalists should focus on portraying IDPs as individuals with unique stories, rather than subjects referenced by authorities. By sharing personal narratives and offering more nuanced portrayals, the media can help humanize IDPs and foster empathy among the public. This can directly contribute to improved social integration by presenting IDPs as individuals with diverse experiences instead of a monolithic group.
- Address bias and use inclusive language. Journalists should avoid hate speech and utilize appropriate language for minorities and vulnerable groups. Care must be taken to avoid language that stereotypes or segregates IDPs as distinct social groups, and crime reports should refrain from labeling individuals based on their geographic origin.
- Ensure balanced representation of IDPs. Media coverage should include stories of IDP men, as current reporting predominantly focuses on women and children. A more comprehensive representation will provide a fuller picture of the experiences of all displaced persons and avoid reinforcing narrow perceptions.
Sensitive journalism initiative
In response to the research findings, IREX developed a comprehensive strategy to support journalists in applying these recommendations. Central to this strategy was the development of a course on sensitive journalism, designed by media experts, human rights activists, and specialized psychotherapists to educate journalists on the importance of fair and accurate reporting. IREX partnered with representatives from 204 media outlets across 25 regions of Ukraine to strengthen their capacity in this area.
The course focused specifically on working with IDPs, emphasizing how to engage and report on them, debunk stereotypes, and strengthen ties between IDPs and host communities through media coverage. The training covered working with trauma-affected adults and children, guiding participants on responding to emotions in journalistic content while protecting their own psychological well-being when covering sensitive topics.
VIA produced a detailed guide derived from the course to support media professionals in their efforts to portray IDPs more positively. Understanding the impact of storytelling, VIA advocated for creating and highlighting personal stories of IDPs as a powerful tool to influence media narratives.
To ensure the success of this initiative, VIA provided grants to nine promising media outlets from six regions. This financial backing enabled the publication of 88 stories, reaching an impressive audience of 3.6 million people. Through these stories, Ukraine was introduced to the resilience and determination of IDPs.
Positive impact of VIA’s course on media portrayal of IDPs
The second phase of VIA’s research quantitatively assessed the course’s impact on hate speech and stereotypes about IDPs. The findings indicate a shift toward a more nuanced and diverse representation of IDPs, characterized by a neutral tone in media texts. Notably, the research sample did not identify any instances of hate speech against IDPs within the content from media outlets. Overall, the content from supported media outlets showed an improvement of 14.9% in the assessment of stereotypes and hate speech.
Additionally, the second wave of the MCAT results reveals that journalists are becoming more discerning when selecting narratives, prioritizing those with practical relevance. This shift has led to an increase in media stories highlighting the active integration efforts by IDPs into new communities.
Through the dedicated efforts of the VIA program, the portrayal of IDPs in the nine participating media outlets across six regions has undergone a significant transformation. It now successfully represents IDPs as proactive individuals with the potential to contribute to community development. By focusing on sensitive journalism and the power of personal stories, VIA has helped to create a more positive and empowering narrative. This shift not only acknowledges the resilience of IDPs but also highlights their valuable contributions to society, paving the way for a more inclusive future.
IREX’s VIA program recognizes the necessity of similar initiatives at the national level in the future, to address potential destabilizing factors between IDPs and host communities. The VIA 2.0 program is committed to collaborating with partners to ensure these positive changes are amplified across all media platforms.
IREX’s United Voices in Action (VIA) program helps Ukraine’s internally displaced persons (IDPs) learn valuable conflict resolution and advocacy skills to reduce their vulnerability to exploitation and increase community cohesion. The program brings together IDPs, receiving community members, government representatives, and media figures and connects them with resources to advance local level conflict resolution, stabilization, and integration.
IREX works hand-in-hand with local partners, and with the support of the U.S. Department of State. The contents are the sole responsibility of IREX, and do not necessarily reflect the views of the U.S. Department of State.