Media Audit – Uncovering the relevance and importance of media, December 2023

“Media Analysis 2023 – Recognising the relevance and importance of the media” brings a comprehensive research that sheds light on key aspects of media consumption, citizens’ media habits and the level of citizens’ trust in the media in Serbia. Television continues to stand out as the most important source of information, especially when it comes to socio-political topics. Not only does it maintain its leadership in audience size, but the public media service, RTS, also holds the highest level of trust. This underscores the increased significance and responsibility that RTS should bear. The media landscape in Serbia lacks pluralism, with a majority of outlets catering to the ruling majority, leaving citizens without the means to critically evaluate different events, political stakeholders, and their actions.

Our study also sheds light on the dangers of information manipulation. Particularly vulnerable groups include older citizens, the less educated ones, or residents of rural areas. Insights into the specific strategies citizens use to evaluate information show that, although many try to verify the information they receive, they often use inadequate methods, which leads to the further spread of disinformation.

The experimental segment of the analysis underpins that brief exposure to counter-attitudinal messages is unlikely to bring about substantial changes in the deeply rooted media landscape, characterised by bias, polarisation, and information manipulation. These findings stress the importance of strengthening media literacy and critically evaluating the content consumed.  Furthermore, they highlight the need to develop strategies aimed at countering information manipulation within Serbia’s media space.