EXPLORING THE PRE-ELECTION MEDIA ENVIRONMENT: TRENDS, CHALLENGES, AND OUTCOMES IN GEORGIA

Sopho Kherkheulidze     [email protected]

 

Abstract

This article presents the findings of a doctoral dissertation and offers an in-depth examination of Georgia’s pre-election media environment, analyzing its key trends, challenges, and risks.

Media influence is particularly strong during election periods, as it shapes voters’ attitudes, disseminates information about candidates and political parties, and contributes to the construction of public discourse. The findings show that Georgia’s pre-election media environment is often exposed to political influence, sharp polarization, and risks of disinformation. These factors pose significant challenges for maintaining media impartiality and professional ethical standards. A polarized media landscape undermines voters’ ability to access objective information and make informed choices. The study demonstrates that trust in media outlets varies significantly according to political preferences, which further exacerbates social polarization.

The media’s role in a democratic society is pivotal, as it provides citizens with essential information, facilitates public debate, and holds those in power accountable. The research relies on a mixed-methods design combining qualitative and quantitative approaches: in-depth interviews with media experts, a survey of 350 voters, and an analysis of secondary data (international and local media-monitoring reports, as well as academic literature). This complex design makes it possible to present a comprehensive picture that integrates professional perspectives with public perceptions and lived experiences. The study also compares Georgia’s media environment with European standards and practices, which significantly increases the relevance and broader value of the analysis.

The article has two main goals. First, it identifies the factors shaping media performance during the pre-election period, including ownership transparency, editorial independence, funding sources, and political interference. It analyzes how these factors contribute to a polarized and often biased media system. Second, it assesses the challenges these dynamics create for democratic processes and public trust, with particular emphasis on the risks of disinformation, manipulation of public opinion, and their ultimate impact on voter attitudes and electoral outcomes. Against this background, the article underlines the need to strengthen media independence and professional standards as a key precondition for fair and transparent elections.

Keywords: media environment, pre-election communication, polarization, disinformation, European practice.