Digital Platforms Reshape News Flows Across South-East Europe
The rapid evolution of digital platforms has fundamentally altered how news reaches audiences in South-East Europe and Türkiye. A newly released regional study highlights the growing dependence of media outlets on social media algorithms, recommendation systems, and platform policies, creating both opportunities and significant challenges for journalistic content dissemination.
Published on 3 July 2026 by the South-East European Network for Professionalization of Media (SEENPM) with UNESCO support under the EU-funded project Building Trust in Media in South-East Europe: Support to Journalism as a Public Good, the report titled Governance of Social Media Platforms and Regulation of Online Media examines these dynamics in Albania, Bosnia and Herzegovina, Montenegro, North Macedonia, Serbia, and Türkiye.
Survey Insights from Regional Media Outlets
Researchers surveyed 71 media outlets across the six countries, including small, medium, and large organisations, with 32 affiliated with press and media councils. The findings underscore that platforms serve as essential gateways, particularly for digital-native and local public-interest media, enabling broader reach into new communities. However, this reliance introduces vulnerabilities, as outlets must constantly adapt content strategies to opaque algorithmic changes.
Editors reported difficulties during electoral periods, when political advertising dominates feeds and organic reach for journalistic content declines sharply. Small and local outlets face additional barriers due to limited staff, technical expertise, and budgets for paid visibility or specialised training.
Content Moderation and Platform Dependencies
The study documents instances of journalistic content being removed, downgraded, demonetised, or restricted, often due to automated systems struggling with local languages, cultural contexts, or the public-interest value of reporting. Appeal mechanisms remain weak, with limited direct communication channels to platform companies.
These issues highlight the need for greater transparency and accountability from platforms, including better recognition of verified journalistic content and improved local-language capabilities. The report calls for multistakeholder dialogue involving regulators, platforms, media, civil society, and academia to develop rights-based approaches.
Legislative Frameworks and Regulatory Challenges
Country annexes analyse existing laws governing online and social media, as well as measures addressing illegal or harmful content. These frameworks can influence freedom of expression, access to information, and overall media freedom in the region. The study emphasises balancing content regulation with protections for independent journalism.
National risk assessments accompanying the report provide detailed evaluations tailored to each country's context, offering actionable insights for policymakers and media practitioners alike.
Implications for Journalism Education in European Universities
European higher education institutions, particularly those offering journalism and media studies programmes, stand at a critical juncture. The findings directly inform curriculum development in universities across South-East Europe and beyond, where future journalists must be equipped to navigate platform ecosystems effectively.
Programmes at institutions such as the University of Tirana in Albania and Aristotle University of Thessaloniki in Greece increasingly incorporate modules on digital platform governance, algorithmic literacy, and media ethics in the online environment. These updates reflect the study's emphasis on building technical skills and strategic awareness among students.
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Media and Information Literacy in Higher Education Curricula
Media and Information Literacy (MIL) has emerged as a core component of university education in response to platform-driven challenges. European universities are expanding MIL courses to teach critical evaluation of sources, understanding of recommendation systems, and responsible content creation for digital audiences.
Collaborations between universities and organisations like SEENPM and national press councils facilitate guest lectures, joint research projects, and student internships that bridge academic theory with real-world platform dynamics. Such partnerships strengthen the pipeline of skilled graduates ready for contemporary newsrooms.
Research Opportunities for Academics and PhD Candidates
The study opens new avenues for scholarly inquiry in European higher education. Academics in media and communication departments can pursue comparative research on platform regulation across the region, examining impacts on local journalism and public discourse.
PhD-track researchers benefit from access to the report's datasets and country annexes, which support longitudinal studies on algorithmic bias, content moderation effects, and the efficacy of self-regulatory mechanisms. Funding opportunities tied to EU projects further support such work in universities throughout the continent.
Stakeholder Perspectives on Academic-Media Collaboration
University leaders, media educators, and press council representatives emphasise the value of integrating study findings into teaching and research. Media outlets report that graduates with platform-savvy training contribute more effectively to digital strategies, while academics gain practical insights through ongoing dialogue with practitioners.
This collaborative approach aligns with broader European efforts to strengthen journalism as a public good, ensuring that higher education remains responsive to technological and regulatory shifts.
Challenges and Solutions for University Programmes
Resource constraints in some regional universities mirror those faced by small media outlets. Limited funding for technology upgrades or faculty development can hinder the adoption of updated curricula. Solutions include leveraging open educational resources from UNESCO, participating in regional networks, and seeking EU grants for digital skills initiatives.
Institutions are also exploring micro-credentials and short courses on digital platform governance to serve working journalists and lifelong learners, extending the reach of higher education beyond traditional degree programmes.
Future Outlook and Recommendations for European Higher Education
Looking ahead, the study recommends enhanced support for media literacy initiatives within universities, stronger integration of platform governance topics into journalism degrees, and increased academic involvement in multistakeholder policy discussions. These steps can help mitigate dependencies on digital platforms while fostering resilient, ethical journalism practices.
European universities are well-positioned to lead in developing evidence-based solutions, contributing to a more transparent and accountable digital information ecosystem across the region and the wider continent.
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Actionable Steps for Universities and Educators
University administrators can begin by auditing existing journalism and media curricula against the study's key findings. Faculty members are encouraged to incorporate case studies from the country annexes into coursework. Students and early-career researchers should explore opportunities for involvement in related EU-funded projects to gain hands-on experience.
By prioritising these actions, higher education institutions across Europe can play a pivotal role in shaping the next generation of journalists equipped for the platform era.
