Media Diversity Institute Western Balkans Publishes Two Reports on Youth and the Media

Media Diversity Institute Western Balkans has recently published two reports on youth and the media in Serbia.

“Production and Distribution of Youth Oriented Content in Serbia” has been produced by the OSCE Mission in Serbia and Media Diversity Institute Western Balkans.

“This comprehensive research was conducted by combining several research techniques, with the aim of determining the frequency, diversity, quality and ethics of content intended for young people in Serbia. The digital revolution has led to the media landscape in which young people (digital natives) are less likely to follow mainstream media outlets: as an audience, they are primarily focused on content produced and shared by their peers on YouTube, Tiktok, Instagram and portals. That is why it is important to pay attention to young people both as content creators and as an audience.”

“Youth in Media Mirror 2021” was produced by the National Youth Council of Serbia in co-operation with DW Akademie, Media Diversity Institute, Association Local Press and Novi Magazine. The research is part of the project MLADI: Media Literacy Alliance and Digital Importance funded by the EU Delegation to Serbia and DW Akademie project Young Media – Media for and with young people, supported by the Federal Ministry for Economic Cooperation and Development of the Federal Republic of Germany.

“If we compare this year’s findings with those from the previous two years, we can conclude that YouTubers are a less visible part of the domestic YouTube scene: the most popular women’s channel is only in 12th place, and girls run only 10 of the 50 most popular channels in Serbia. However, although it is less visible, it is also – without a doubt – a visibly healthier part of domestic YouTube.”

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