Social Media reshapes news consumption in Eastern Europe, new study finds
The research, titled "Hooked on the Feed: An Analysis of How Facebook, TikTok, and X Shape Information Consumption in Eastern Europe”, was conducted by an expert team under the coordination of the Media and Journalism Research Center and Thomson Foundation. It offers timely insights into evolving audience behaviors in Hungary, Romania, and Poland, highlighting the growing influence of platforms like TikTok, Facebook, and X (formerly Twitter) on news access and public perception.
Based on 82 in-depth interviews conducted after Romania's canceled 2024 presidential elections and ahead of key upcoming elections in all three countries, the study provides a qualitative, people-centered analysis of how individuals interact with digital content.
Key findings show that while social media remains dominant as a source of information, user engagement is becoming increasingly superficial. The report introduces the term "blind scrolling" to describe a passive, habitual form of content consumption, seen across all age and education groups. Although they reported rising levels of fatigue and frustration with platforms, the participants feel unable or unwilling to leave them.
Different country, different platform
Platform usage varies across the region. In Romania, TikTok is favored by young people for its entertainment and influencer-driven content. Facebook plays a central social role among Hungarian-speaking communities, while X is preferred by politically engaged users in Poland for its fast-paced, relatively ad-free environment.
In Romania, the line between journalists and influencers is increasingly blurred—particularly on TikTok, where non-journalists often function as de facto political commentators.
The study calls for a shift toward audience-centered journalism, prioritizing engagement over one-way content delivery. It also emphasizes the urgent need for long-term media literacy initiatives and robust policy frameworks to support independent journalism, especially in politically vulnerable contexts.
This research offers a critical lens on how digital habits are shaping not just media consumption but also the quality of civic life in a region undergoing profound social and political changes.
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