The National
Broadcasting Council

‘The research shows that Poles are aware of the importance of the media and their influence on social life. At the same time, they recognise problems related to online hate, hate speech, and unreliable content. This is proof that we need extensive educational efforts to develop critical thinking and information-analysis skills, and to strengthen society's resilience to manipulation and disinformation’, said the KRRiT Chair.

As Dr Agnieszka Glapiak pointed out, the conference is one element of the National Broadcasting Council's efforts to develop media education. Further initiatives are planned in the coming months, including research, educational publications, lesson plans, training sessions, and meetings devoted to building media literacy skills.

‘We want these efforts to be long-term and to respond to the real challenges of today's information environment. That is why a Media Education Council will also be established under the KRRiT Chair, whose task will be to support the National Broadcasting Council through expert recommendations and by taking part in shaping the direction of further action’, she added.

During the conference, Dr Agnieszka Glapiak presented the results of KRRiT's latest survey on how people use the media, their level of trust in it, and their assessment of media education in Poland.

The report shows that the media play a significant role in social life. Almost 94% of Poles believe the media influence citizens' opinions and decisions, and 85% see them as the ‘fourth estate’. At the same time, respondents identify numerous challenges linked to today's information environment. As many as 78% of those surveyed say they have encountered hate speech in the media, and 93% consider online hate to be a significant social problem.

The survey results also show particular concern about the safety of children and young people in the digital space. Nearly 89% of respondents view the impact of social media on the development and mental health of minors negatively, and 63% believe that media outlets, broadcasters and digital creators alike fail to provide children with sufficient protection from harmful content.

Poles are also critical of the standard of media education in Poland. Nearly half of respondents (48%) rate it negatively, and more than 70% say educational efforts should cover the whole of society, not just children and young people. These findings formed the starting point for an expert discussion on how to build media literacy and resilience to disinformation.

During the conference ‘Get to Grips with the Media – Aware in the World of Information’, the survey findings and the challenges of media education were discussed by a panel of experts: Dr Hab. Klaudia Cymanow-Sosin – professor at the Pontifical University of John Paul II in Kraków and Chair of the New Media Council at the Office of the President of the Republic of Poland; Fr Dr Leszek Przybylski (CSMA) – an expert in education, upbringing and social sciences, and director of the Michaelite Secondary School Complex in Miejsce Piastowe; Marta Kielczyk – a radio and television journalist (wPolsce24); Dr Aleksandra Monkos – an expert in media education and deputy director for education at the Demagog Association; and Marta Ślendak – managing director of the influencer marketing agency DDOB and vice-president of the Association of Influencer Marketing Professionals. The panel was moderated by Anna Ostrowska – KRRiT press spokesperson.

An important topic of discussion was the role of the media in today's world and ways of building society's resilience to disinformation.

According to Dr Hab. Klaudia Cymanow-Sosin, professor at the Pontifical University of John Paul II in Kraków, the media remain a fundamental tool of social communication, but increasingly compete for audience attention.

‘Today, media are above all a space of influence. They accompany us in everyday life, providing information, entertainment and knowledge, while at the same time shaping our attitudes, opinions and the way we perceive the world’, she said.

Professor Klaudia Cymanow-Sosin noted that communication studies have long emphasised that communication is never a neutral process.

‘Every message carries specific meanings and has an effect on its audience. It is all the more important, therefore, that we are able to read media content consciously and understand the mechanisms behind it. The findings presented today show that audiences also expect the media to play an educational role, which is why media education should become one of the key elements of the media's mission today’, said the Chair of the New Media Council at the Office of the President.

Fr Dr Leszek Przybylski, meanwhile, drew attention to the importance of responsible media use in raising young people.

‘Media and smartphones are a natural part of young people's lives today, so we cannot ignore them, but we must teach responsible use of them. Sometimes it's worth telling young people: “there's no signal here, talk to each other” – because it is in such moments that real relationships are formed and the process of upbringing takes place. Our task is to show that the digital world should support human development, not replace it’, said Fr Dr Leszek Przybylski.

Journalist Marta Kielczyk spoke about journalists' responsibility for the words they use and for reliable reporting, noting that, contrary to appearances, audiences today do not want only short, flashy messages built on emotion and sensationalism.

‘The huge popularity of podcasts and long-form conversations shows that there is still demand for reliable information, substantive discussion and authenticity. At the same time, each of us now has our own medium in the form of a smartphone, and can publish whatever content we like. This has completely changed the way the media space operates. In this reality, traditional media must build their position above all on credibility, the quality of their information, and their presence wherever important events are happening. Paradoxically, technological progress is bringing us back to the roots of communication – simple, honest conversation and trust in the source’, Marta Kielczyk noted.

Dr Aleksandra Monkos of the Demagog Association addressed the issue of disinformation and the role of fact-checking in the discussion.

‘From a fact-checker's perspective, the media can be both a source of reliable, trustworthy information and a place where disinformation, manipulation and misleading content appear’, said the Demagog Association representative.

She added that this applies equally to social media and traditional media, as in today's information environment the two increasingly overlap.

‘That is why it is so important to develop the skills needed to recognise reliable sources, understand the mechanisms of disinformation, and consciously assess the content we encounter. Media education should cover all sections of society, because today everyone needs to be able to find their way in a world full of information, opinions and messages of every kind’, Dr Aleksandra Monkos stressed.

Marta Ślendak of the Stowarzyszenia Profesjonalistów Influencer Marketingu (SPIM) [Association of Influencer Marketing Professionals] spoke about the growing importance of influencers as a source of information and the responsibilities of the influencer marketing industry.

‘Looking at it from the perspective of the influencer marketing industry, I feel that we are talking today about a space that is simply part of our everyday lives. It is not just information or education, but also culture, values, lifestyle, purchasing decisions, and how we spend our free time’.

The SPIM vice-president stressed that the influence of online creators on their audiences is enormous, which is why it is so important to emphasise digital creators' responsibility for the content they publish.

‘It's worth remembering that, alongside high-profile and controversial influencers, there are many creators on social media working on valuable projects whose positive impact on society is not always sufficiently recognised. All the more reason to talk about them and promote their work’, she added.

A significant presence in the digital space brings serious risks, which the vast majority of respondents encounter. According to the KRRiT report, as many as 78% of Poles have come into contact with online hate or hate speech in the media, and 93% of respondents consider this phenomenon to be a significant social problem.

Experts repeatedly drew attention to this during the discussion. They agreed that tackling negative phenomena in the media (particularly social media) requires not only appropriate regulation and action by online platforms, but above all the development of users' media literacy.

During the discussion, the experts were asked to name one principle – one practical piece of advice – that could help audiences use the media more consciously. Among the most frequently repeated recommendations were: checking the source of information, comparing news across several media outlets, exercising caution with content that provokes strong emotions, and consciously limiting time spent on social media, as well as encouragement to read books, among other things.

‘I'd encourage people to read fiction, because books not only develop the imagination and language, but also help us understand the world better and build a broader context for assessing the information we encounter every day. There is a clear longing today for the offline world – for paper, the press, books, or listening to music away from a smartphone screen. Contrary to appearances, it is precisely contact with analogue culture and media that can help us navigate the digital world more consciously’, said Marta Ślendak.

As the discussion participants stressed, it is worth seeking out solutions that allow us to use social media consciously.

‘Let's be active media users and teach others to be the same. If we come across content that shows signs of disinformation, manipulation, or plain clickbait, let's not promote it – let's report it and make use of the tools that online platforms provide’, added Dr Aleksandra Monkos.

 

Conference participants agreed that effective media education cannot be limited to schools and young people alone. In a world where each of us is exposed to a vast amount of information every day, the ability to consciously choose sources, verify content, and critically assess media messages is essential.

Experts also highlighted the role of official communications from public institutions, fact-checking organisations, and responsible online creators in building a safe information space. Media literacy is becoming not only a tool for conscious participation in social life, but also one of the foundations of information security.