Recently The Pearson Centre was honoured to host a conversation with Rita Ruduša, Regional Director for Eastern Europe of the International Fund for Public Interest Media (IFPIM). Ruduša and The Pearson Centre’s CEO Pam Damoff explored the importance of independent media as a tool to protect democracy, especially in the face of intense Russian disinformation campaigns.
IFPIM is a unique multilateral organization that exists solely to support independent media in low- and middle-income countries in the Global South and Eastern Europe. Ruduša, who is based in Latvia, emphasized the essential role of independent media at a time when election interference and disinformation are omnipresent. Newsrooms receive unrestricted core funding from IFPIM, allowing them to be strategic, test new platforms, and plan ahead.
Ruduša spoke of recent elections in Moldova, where lavishly supported Russian disinformation campaigns, as well as direct election interference, posed profound threats to democracy. In that situation, independent media outlets were crucial in their ability to expose attempts to influence public opinion in a timely way, and protect Moldovan democracy. One IFPIM grantee uncovered schemes to buy votes and ran a series of multimedia posts that resonated profoundly with Moldovans. Ruduša highlighted the particular vulnerability of Russian-speaking Moldovan communities to Russian disinformation; independent media is able to counter such false narratives by being present at the community level. These journalists are more than journalists; they are also educators in media literacy, raising awareness about how disinformation works. As Ruduša noted, disinformation posts reach their peak in around 36 hours, “You have that period to get out the real story that is not false. You have to be super flexible.”
Damoff recalled visiting a NATO communications facility in Eastern Europe as an MP, where NATO staff confirmed that Russia has been a master of electoral interference for a very long time, going back to the radio days. Ruduša agreed, “Russia has a long history of perfecting the art of disinformation.” Through its proximity to Russia, Eastern Europe is especially hard hit by Russia’s interference. The higher the propaganda levels, the higher the threat level.
Ukraine is a case in point. Ruduša described the intense false Russian narratives about the full-scale invasion of Ukraine. IFPIM has about a dozen grantees in Ukraine that are at the forefront of building resilience among Ukrainians. Their goal is not just to debunk falsehoods. Instead they invest in helping people learn to recognize disinformation. To do this work, journalists need dedication, of course, and close ties to their communities. In the Sumy region of Ukraine, which borders on Russia, these journalists are “literally engaged in the business of saving lives,” Ruduša said, serving as the first stop for people looking for information, help, and inspiration. While doing this work, journalists also have to remain engaged in fundraising and building their subscriber bases, in the middle of the war. With the withdrawal of USAID funding a year ago, IFPIM’s core funding has become even more important. The mental health of independent journalists is also a crucial issue for IFPIM. As Ruduša noted, we are not talking about post-traumatic stress here, but active trauma which has persisted for years. The IFPIM grantees understand this and have put in place protocols to help support their staff’s mental health.
Damoff and Ruduša also discussed media literacy and the role of AI. Ruduša emphasized that there isn’t one universally applicable media literacy program that works for everyone. In Finland, for example, media literacy is deeply integrated into the education system starting from an early age. In Latvia, journalists have chosen other ways, collaborating with stand-up comedians and using humour to help expose the absurdity of disinformation narratives. Others have produced children’s books, used theatre, and worked with social media influencers. As for AI, Ruduša called for regulation, through the European Union and other authorities, making it clear when someone is viewing AI-generated materials, as well as deliberate efforts to build awareness of AI among the general public.
Ruduša ended with a story from Ukraine. One of IFPIM’s grantees there is an independent radio station, one of the few media outlets that is able to reach audiences inside occupied territories. Several times a week, one of their listeners and his mother would climb to the top of a hill with their portable radio to catch the signal, and to receive trustworthy information about the war. The radio station did much more than provide information – it brought hope and connection, and became a trusted partner that helped them withstand the occupation. That’s why we need independent media, Ruduša said, to keep hope alive.