{nomultithumb}This year marks the 20th anniversary of Poland's accession to the European Union. To commemorate this occasion, the Media Research Laboratory of the University of Warsaw conducted a CATI survey (computer-assisted telephone interviewing) about the EU in Polish media, based on the opinions of Poles*. The survey was conducted between June 3-6, 2024, with 1,219 respondents participating.

The Media Research Laboratory team asked Poles what they believe the media they consume daily think about Ukraine's accession to the EU and which countries, according to these same media, are Poland's allies within the European Union. They also inquired about what respondents thought, based on the media, are the main tasks of the EU and which media the surveyed Poles use most often.

Who are Poland’s allies in the European Union?
Question: Which country, according to the media you follow, is Poland's most important ally in the European Union?

Regarding the question about Poland's allies in the EU, respondents were divided. 40% indicated that Germany is the most important ally according to the media they follow. However, nearly the same percentage (36%) responded that no country is Poland’s ally. Other answers included France (8%), Hungary (5%), and countries such as Italy, Lithuania, the Czech Republic, and Belgium, each with 2%. Only 1% of respondents mentioned Spain and Slovakia.

This paints a picture of the EU not as a community of allies but as a platform for competition, conflicting interests, and rivalry across multiple domains. Moreover, it seems this perception is reinforced by media coverage, which—amid a polarized discourse—primarily frames EU relations through a conflict lens (confrontation, submission, or dominance). There is little focus on partnership, benefits, or synergies, and much more on risks and threats. This reflects the political rivalry present both at national and EU levels. In times of geopolitical turmoil, such a perception may be troubling, observes Prof. Tomasz Gackowski, head of the Media Research Laboratory at the University of Warsaw.

Ukraine in the EU - media approval
Question: Are the media you follow supportive of Ukraine joining the European Union?

It turns out that 60% of respondents believe that the media they consume are in favor of Ukraine joining the EU. Only 6% noted that the media they follow are "definitely against" or "against" this. A quarter of respondents (26%) indicated they were unsure.

This reveals a pro-Ukrainian discourse in the media regarding Ukraine’s potential EU membership. This is particularly significant as the EU has just begun accession negotiations with Ukraine and Moldova. Simultaneously, one in four respondents finds it difficult to determine their media’s stance on this issue. This likely indicates that the position is either unclear or the topic is not prominently featured in the programs or social media channels they regularly follow, notes Dr. Karolina Brylska of the Media Research Laboratory.

21 tasks of the European Union
Question: According to the media you follow, what are the main tasks of the European Union?

Respondents were also asked about the main tasks of the EU, as reported by the media they follow. They provided open-ended answers, which were later grouped into 21 categories. Respondents could list multiple tasks.
Poles primarily pointed to economic and trade cooperation, free markets, the flow of goods and labor, and monetary policy (e.g., the euro)—accounting for over 18% of responses. Defense, security, and maintaining peace in Europe ranked second (16%). Environmental protection and combating climate change (including the Green Deal) came third (13%). Political unity, further integration, and the EU's role as a mediator ranked fourth. Fifth were respondents who answered "unsure," indicating difficulty identifying the EU’s tasks based on the media they consume.

This suggests that one in ten Polish media consumers does not truly understand the EU’s purpose or what to expect from it. After 20 years of Poland's membership, this is a striking observation. A smaller percentage of responses criticized the EU's essence, including terms like "theft," "oppression," "supporting the strong at the expense of the weak," "erasing national identity," or "self-serving bureaucracy." Summing these critical responses suggests up to 20% of opinions reflect a degree of Euroscepticism. This sentiment is mirrored across other EU nations, as evidenced by recent European Parliament election results, notes Prof. Anna Mierzecka of the Media Research Laboratory.

Media consumption among Poles
Question: What media do you use most frequently? Please list press titles, TV or radio stations, internet portals, or social media profiles/channels.

Respondents also identified the media they use most frequently. Traditional media like television dominated, while internet portals were the most mentioned among new media. YouTube channels followed closely. Popular portals included Onet.pl and Wp.pl, with Interia.pl trailing at a distance. Gazeta.pl and Oko.press were also mentioned. In social media, Facebook, YouTube, X (formerly Twitter), Instagram, and TikTok were frequently cited. Among radio stations, RMF FM led, followed by Tok FM and the first and second programs of Polish Radio, with Antyradio also noted. In print media, Gazeta Wyborcza dominated, followed by Polityka, Newsweek, Angora, and Rzeczpospolita. For social media accounts, Zero Channel stood out.

When asked about their media sources, most respondents (88%) provided specific names. Among media types, television dominated (47%), followed by internet portals (18%) and social media platforms (14%). Radio accounted for 10%, and print media for 7%. Notably, some respondents identified personalized social media accounts linked to organizations or individuals (just over 2%).

The results highlight TV's continued dominance as an information source, with online sources gaining prominence. TV remains the primary source for older audiences, while younger groups prefer news portals and social media. Radio and print media play complementary roles for both groups. A noteworthy trend is the rise of media brands operating solely on social media, gaining recognition through charismatic personalities and in-depth analysis, notes Mgr. Marcin Łączyński of the Media Research Laboratory.

- - - 

The CATI survey, conducted in the week preceding the European Parliament elections (June 3-6, 2024), successfully interviewed 1,219 respondents.
The Media Research Laboratory at the University of Warsaw (LBM UW) is an interdisciplinary team of media scholars, linguists, psychologists, sociologists, information scientists, political scientists, and statisticians. LBM conducts research on media content and reception, including studies on games and virtual reality.

*Survey results were weighted using demographic data on Poland's population structure, collected by the Central Statistical Office. Weighting compared the demographic structure of survey respondents to the broader population of adult Poles (age 18+), correcting for gender, age, and education. For full methodological details, see the full CATI survey report.

Attachments:

Report - How do Polish media portray the EU according to Poles? [ENG]