MCCM
RESILIENCE
OUR MEDIA
Teodora Koledin is a Serbian journalist and researcher specializing in disinformation and media ethics. She holds a degree in journalism and is currently pursuing a master’s in communication studies at the Faculty of Philosophy in Novi Sad. As a journalist for FakeNews Tracker, a fact-checking portal at the Novi Sad School of Journalism, she contributes to uncovering and analysing misinformation in Serbian media outlets and the media in the region. Together with Valentina Sigeti, she is the co-author of the report on the future of the media in Serbia ”Media Bias, Legislative Challenges, and the Fight for Freedom”, published by SEENPM.
Interview by: Anida Sokol
How difficult is it to be a media researcher in Serbia today, and especially in Novi Sad?
It can be relatively demanding, depending on the topic and the type of media research. The main obstacles we face is the lack of certain key data and inaccessibility of institutions. In addition, constant monitoring of problematic media content can often take a toll on the researcher’s well-being.
How did you become involved in media research?
I became involved in media research during my university studies (at the Department of Media Studies). During my master’s program – and thanks to the recommendation of one professor – I took part in my first serious research project, which focused on violations of privacy rights in media reporting.
To what extent is media research recognized and followed by institutions, the media, community and academia?
Unfortunately, I would say that media research is not nearly as recognized in the public sphere as it should be, and even less so by institutions. Yet it can offer invaluable insight into the shortcomings of the media system – insight that could, with enough political will, serve as foundation for potential improvements.
What do you consider the most meaningful or impactful aspect of your work so far? Could you share an example of a study or project that had a visible influence or sparked public debate?
In addition to Our Media research, which I believe is especially important because it reflects the real position of journalists in today’s society and may serve as a starting point for potential changes, I would highlight a research conducted by FakeNews Tracker, a fact-checking outlet operating within Novi Sad School of Journalism. It is called Tragaceva blokadna beleznica. For six months, we monitored three news portals that, based on the results of the first research phase, had published the highest number of manipulative reports about student protest and blockades. Over this period, we identified and archived 5,773 misleading articles on the topic. Every monday, we published a summary of the most prominent manipulative narratives from the previous week, which often drew significant attention on social media. The project also left behind a massive and valuable data that could be further analyzed in depth.
What are some of the main challenges you encounter in your research work? Do you face difficulties accessing reliable information or data?
Exactly that – the lack or complete absence of certain data. And even in cases when the data does exist, institutions are often unwilling to share it with researchers.
How do political, economic, or institutional factors affect your ability to conduct research?
Again, it depends on the type of research. In Serbia, political influence seems to affect almost everything related to the media. Economic factors are also crucial because they often determine whether research can be conducted at all.
Are there any key findings from your recent research on the future of media in Serbia that you would like to highlight?
Well, first and foremost, the position of journalists in Serbia is extremely insecure. Media pluralism is almost non-existent – because eight major media owners control 92.55% of the market. Women are significantly underrepresented in leadership roles. In fact, in 2023, women did not own a single one of the top five most-watched TV channels, the most-read print outlets, or the most-visited online portals. The total amount of public money spent on state advertising is also not transparent. There are many important findings, but I would single out these as the most pressing for Serbia.
What would be your main recommendations for improving the current situation in the media sector – both for journalists and media professionals, and for decision-makers and institutions?
Institutions need to start doing their job. I primarily mean the Regulatory Authority for Electronic Media (REM), but also others. Legal provisions must be reinforced in practice – not just exist on paper.
How do you envision the future of the media in Serbia over the next five to ten years? What trends or developments do you expect to shape the media environment going forward?
There’s already a visible shift in how people in Serbia consume news – from traditional media to online outlets and social media. Due to the current media polarization and the lack of pluralism, I believe systemic changes will eventually become inevitable. Additionally, the role of artificial intelligence in content production and distribution will possibly grow, which could significantly influence how news is created, filtered and consumed.
Download the research on the future of the media in Serbia here.
The regional program “Our Media: A civil society action to generate media literacy and activism, counter polarisation and promote dialogue” is implemented with the financial support of the European Union by partner organizations SEENPM, Albanian Media Institute, Mediacentar Sarajevo, Press Council of Kosovo, Montenegrin Media Institute, Macedonian Institute for Media, Novi Sad School of Journalism, Peace Institute and Bianet.
This article was produced with the financial support of the European Union. Its contents are the sole responsibility of SEENPM and do not necessarily reflect the views of the European Union.
