UNS info

15. 12. 2025.

Author: A. Ničić

NUJU Lawyer Danil Serbin: Young Journalists in Ukraine Build an Innovative Media Space and Connect with the World Despite Difficult Circumstances

“Despite the war, young journalists in Ukraine strive to maintain professionalism, fight disinformation, and foster creativity, innovation, and connections with their peers around the world - both in person and through online communication," Danil Serbin, a lawyer and advisor to the President of the National Union of Journalists of Ukraine (Національна спілка журналістів України - NUJU) and a PhD student, told the Serbian Journalists’ Association (UNS) website.

According to Serbin, the war has changed many things - but not the desire of young people to live a normal life, communicate, and connect through activities such as the Young Leaders program run by the European Trade Union Confederation (ETUI). The international YTUL program, held last week in Madrid, allowed him to further develop leadership and communication skills at a time when they were especially needed.

In the interview for the UNS website, Serbin discussed whether the wartime situation has affected labor rights, the motivation of young journalists to pursue journalism, and membership in the union.

He also highlighted the advantages of the 2023 Media Law, which finally recognized online media in Ukrainian legislation, whereas previously only traditional media were formally defined. This is especially important for the clickstream generation of journalists, who primarily produce content for this type of media.

What new challenges do journalists face in wartime, especially regarding labor rights?

Danil Serbin: I would say that journalists’ labor rights have not been seriously threatened during the war. Our Labor Code continues to function normally.

Of course, the country faces enormous challenges and must make difficult and unpopular decisions regarding mobilization, defense, and new work redistributions. However, these measures mainly affect other sectors, not journalists.

Journalists continue to work under similar standards, but there are new rules: they must consider how to present sensitive wartime material to the public, how to report on victims and difficult topics without violating professional standards. To work on the frontlines, they also need permits from the Ministry of Defense. These are things they didn’t have to consider before the war.

Still, the most important thing is that freedom of expression remains intact even under these circumstances.

How does the wartime situation affect your membership? Does it motivate journalists to join for safety or discourage them because of fear?

Danil Serbin: Membership numbers have decreased, but not due to demotivation; rather, many people have left the country during the war. As for motivation, many journalists feel needed and that their work matters. They feel it is important to expose crimes and fight disinformation. Young journalists especially feel committed to this calling and that they are doing something useful for society.

Why is it important for them (young journalists) to stay motivated?

Danil Serbin: The media landscape has changed completely since the war. There has been a major transformation of traditional media and significant development of online publications. Many things are gradually moving online.

Mаny new media outlets have emerged, online editorial offices have developed, and many are run by young people - under 30. Social media, especially Telegram channels, have grown significantly, with some channels having over a million followers.

Also, legislation has been aligned with the European Union’s regulatory framework. In 2023, a new Media Law was adopted, which was extremely important for the online sphere.

In what aspects? What did the new Media Law bring to the Ukrainian media scene?

Danil Serbin: Online media were recognized in the law for the first time. Previously, the law treated only traditional media - press, radio, and television. With the modernization of regulation, online media were legally recognized for the first time.

So previously online media were not regulated as media, just treated as social networks?

Danil Serbin: Yes. There were only general provisions about disinformation and access to information. Online media had no legal definition.

Now, the law introduced the category of online media, which is very important- both legally and symbolically - especially for young journalists who mostly work online.

How does your union engage with these young journalists? What role do social media platforms play?

Danil Serbin: I think it is very important to communicate via Instagram, TikTok, and online platforms in general.

Realistically, our organization does not yet invest enough in this. We have a Telegram channel (around 2,300 followers), Facebook, and a few other channels.

I constantly raise this issue with my colleagues in the organization, emphasizing that we need to create content for young people-about opportunities, membership, advantages, and interesting cases. I hope we will work more on this soon.

This was also discussed in the YTUL program. What knowledge and skills did you bring back from Madrid to Kyiv?

Danil Serbin: I knew we needed to be more visible online, but when the program emphasized it, I was further motivated to take concrete actions upon my return. We need to show the public what we are doing and communicate with young people.

The whole program was very useful - especially the practical sessions, group work, and discussions with mentors. I look forward to the next live session.

How important was the program for you personally, given the difficult circumstances in Ukraine?

Danil Serbin: Yes, Ukraine faces serious challenges today, but we try to maintain our peacetime activities, daily work, and routine. The war has affected our work - we need new programs, help journalists from communities near the frontlines, and at the same time think strategically about the future. That is why this program was very important for me. It helped all of us improve communication and leadership skills, express our opinions more clearly, and collaborate more effectively with diverse people.

The course covered MBTI personality types (a system classifying people by how they think, make decisions, and work). How will you apply this to your work and efficiency in your environment?

Danil Serbin: According to this classification, I am an "Architect," or INTJ, which means I am comfortable working alone - mostly listening and analyzing documents, as my job requires.

However, I know that as a leader I must develop communication skills, public speaking, and confidence in working with people.

A leader must know their strengths and weaknesse - and work on both. I will keep all of this in mind when developing project ideas that are part of the program, as well as in my general work.