Media engagement during Russia’s war against Ukraine

The contribution explores the contested relationship with media among young Russian-speaking Estonians from migrant family backgrounds since Russia’s invasion of Ukraine. Our analysis sheds light on how the war context, characterized by the securitization of Russian state-controlled media usage and ideological tensions within the Estonian Russian-speaking community, impacts the media-related perceptions and practices of young Russian-speaking Estonians. We also investigate media professionals’ views on building relationships with their audience. Our investigation reveals an existing gap in connectivity between Estonian local Russian-language media outlets and their young audience. This gap is rooted in the production logic of these media platforms, which has previously hindered effective engagement. The context of Russia’s war against Ukraine exacerbates this disconnect. Improving the currently poor professional practices of audience engagement, particularly production-oriented approaches, would enhance connectivity and the epistemic power of Estonian Russian-language media and motivate young Russian-speaking Estonians to use it as a vehicle for their social agency.