Media and Journalism Research Center · Audience Research
Who’s Listening?
Understanding how people find, use and share information.
Information in Everyday Life
Who’s Listening? explores the habits, beliefs and circumstances behind people’s information choices.
Launched by MJRC in 2025, the program studies the social, political and cultural environments in which people encounter information. It asks how they consume, create and share it, and what place professional journalism occupies in their everyday lives.
The research brings local economic conditions, cultural interests, personal values and community relationships into the study of audiences. It examines the reasons behind people’s choices alongside their use of media and platforms.
- Habits and Routines
- Where information fits into daily life and what people seek from different platforms.
- Trust and Beliefs
- How people judge sources, understand journalism and decide whom to believe.
- Community and Civic Life
- How social relationships, cultural interests and political participation shape information use.
Published Research · May 2025
Hooked on the Feed
An Analysis of How Facebook, TikTok, and X Shape Information Consumption in Eastern Europe
A qualitative study of social media users in Romania, Hungary and Poland, examining the connections between information habits, trust, personal relationships and civic life.
Published by the Media and Journalism Research Center and Thomson Foundation (opens in a new tab).
Habit and Fatigue
Interviewees described routine scrolling and continued platform use alongside frustration, exhaustion and information overload.
Different Reasons to Connect
Entertainment, personal relationships and political discussion played different roles across the platform case studies.
Journalism and Trust
The interviews explored disengagement from established news sources and uncertainty about the boundaries between journalists, commentators and influencers.
Cite This Study
Marius Dragomir, Adrian Anton, Eva Bognar, Alexandra Codău, Michal Glowacki, Tamás Kiss, Jan Manicki, Jacek Mikucki, Raluca Petre, Manuela Preoteasa, Raluca Radu, Norina Solomon, Filip Switkowski, Tibor Toro, Valentin Vanghelescu. (2025). Hooked on the Feed: An Analysis of How Facebook, TikTok, and X Shape Information Consumption in Eastern Europe. Media and Journalism Research Center (MJRC): Tallinn/London/Santiago de Compostela. Thomson Foundation: London.
The Case Studies
The project Life on Social Media in Central and Eastern Europe: Habits, Beliefs, Attitudes brought together research teams working with users of TikTok, Facebook and X. Developed with Thomson Foundation, it examined the motivations and everyday contexts behind platform use.
The study was developed in the context of changing information habits and political developments surrounding Romania’s 2024 presidential election.
TikTok in Romania
Exploring entertainment, information choices and the role of creators in users’ everyday lives.
Research Team: TikTok in Romania
- Raluca Petre, Alexandra Codău, Valentin Vanghelescu and Adrian Anton
- Ovidius University Constanța, Romania
- Raluca Radu
- University of Bucharest, Romania
- Manuela Preoteasa
- Euractiv Romania
Facebook in Hungary
Examining personal connections, community information and the relationship between media trust and political life.
Research Team: Facebook in Hungary
- Eva Bognar
- Media Forum Association, Hungary
Facebook Among Hungarian-Speaking Communities
Studying information habits, language and identity among Hungarian-speaking communities in Romania.
Research Team: Facebook Among Hungarian-Speaking Communities
- Tibor Toro
- Sapientia Hungarian University of Transylvania, Romania
- Tamás Kiss
- Romanian Institute for Research on National Minorities, Romania
X in Poland
Investigating how users follow news, discuss public affairs and participate in political and civic conversations.
Research Team: X in Poland
- Michał Głowacki, Filip Świtkowski, Jacek Mikucki and Jan Manicki
- University of Warsaw, Poland
Methods and Interview Guide
Research teams conducted 82 in-depth interviews with active social media users during February–March 2025. Interviews took place in person or by video, using a shared set of topics and questions.
The study connects people’s civic, political and cultural lives with their technology use, content choices and trust in information. Findings are interpreted in the context of the interview sample.
Civic, Political and Cultural Life
Civic Engagement
Participation in community life, the people respondents discuss issues with and their understanding of government.
- Which civic activities do you normally engage in (e.g., voting in elections, participating in protests, volunteering with local organizations, contacting elected representatives, attending town hall discussions, etc.)?
- Who are the people you typically converse with about social or political issues (e.g., family, friends, colleagues, etc.)?
- What topics or issues interest you the most (e.g., education, healthcare, corruption, climate change, economic conditions, etc.)?
- How would you evaluate your understanding of how local and national governments operate?
Political Preferences and Opinions
Political trust, assessments of candidates, personal political identities and perceptions of other countries.
- Which political party do you trust to address the issues that matter the most to you?
- What key factors do you consider when assessing a political candidate’s suitability?
- How would you characterize yourself in terms of political beliefs (allow interviewees to refer in their own words to their political identity, i.e. left, right, liberal, etc.)?
- Which foreign nations or global powers do you view as the most reliable, supportive, or beneficial allies to your country, and which ones do you consider untrustworthy or the least amicable towards your nation?
Cultural Interests
Cultural and leisure activities, including the experiences and services people choose to pay for.
- When it comes to your cultural and leisure pursuits, which areas dominate your spending (i.e., tickets to theatre/cinema/concerts/sporting events, museum visits, purchases such as books, streaming services, or digital media subscriptions, etc.)?
Technology and Content Choices
Technology Use
Confidence with technology, everyday online routines, mobile use and online purchases.
- On a scale of “baby steps” to “tech wizard,” how would you rate your expertise with modern communication technologies?
- On average, how much time do you spend online each day, and which types of websites, platforms, or apps dominate your browsing habits? Please share as much detail as possible, including insight into how much of this activity occurs on mobile devices.
- What kinds of products or services do you most frequently pay for online?
Social Media Use
Reasons for using a platform, what people value about it and how they choose content.
- What are your primary uses of the social media platform Facebook/TikTok/X (e.g., communication, entertainment, activism, etc.)? Please expand on your usage patterns in as much detail as possible.
- Why does social media platform Facebook/TikTok/X appeal to you more than other media: what value, benefits, or unique incentives does it offer that stand out to you?
- How do you decide what content or information to engage with on the social media platform Facebook/TikTok/X? For example, what factors influence your choices when deciding what to watch, read, or listen to?
Media Use and Trust
Definitions of media, relationships with journalists and influencers, and the qualities that make an information source trustworthy.
- What kinds of media content do you typically consume, and how do you go about searching for it (confirm how the interviewee defines “media,” whether that includes media platforms, social networks, or other types of content providers.)
- What are your thoughts on a). the media and journalists and b). influencers in your local community and in your country overall: do you trust, interact with, or follow any of them?
- What qualities must a source (medium) possess to gain your confidence? With that in mind, where do you typically look for information, and what approach do you take to find information regarding the following topics:
- Elections and political matters, including candidates, ideological debates, or international politics.
- Issues of your interest, including topics like education, healthcare, or corruption.
- Local cultural and sports events of interest.
Research Team
- Research Coordination
- Davor MarkoThomson Foundation
- Editorial Review
- Minna Aslama HorowitzMedia and Journalism Research Center
Team profiles accompanying the 2025 study.
Adrian AntonJournalism — biography
Adrian is a journalist based in Constanta, Romania. In 2022, he won the Best Local Press award and was nominated in the same year for the Best Debut category in the Superscrieri journalist competition. He has a degree in Journalism from the Ovidius University in Constanta.
Minna Aslama HorowitzEditorial Review · Media Policy — biography
Minna Aslama Horowitz is a Docent at the University of Helsinki and serves as the Head of Interaction for the research consortium DECA (opens in a new tab). In addition, she researches epistemic rights and European media policy, in particular those related to public service and media and information literacy. She is also a member of NORDIS, a hub of the European Digital Media Observatory. She holds a Ph.D. from the University of Helsinki and has taken part in several international research activities in the past decade.
Eva BognarMedia Research — biography
Éva is the Coordinating Director of Mediaforum, the association of independent Hungarian media outlets. She is senior program officer at the CEU Democracy Institute in Budapest managing and supervising media and journalism related programs, and conducting research as a sociologist.
Alexandra CodăuJournalism Studies — biography
Alexandra is a Lecturer (PhD) in Journalism at Ovidius University of Constanța (UOC), Romania. Her main research interests include journalistic practices in print and digital media, fake news, and gender studies. She also teaches in the master's program Public Relations and Intercultural Development within the Faculty of Letters at UOC. She has over ten years of professional experience in the local press of Constanța. Over the years, she has published articles in „Dilema veche”, „Revista 22”, as well as on platforms coordinated by the Freedom House Romania Foundation. Together with Raluca Petre, she co-evaluated the Romanian translation of the UNESCO handbook Journalism, 'Fake News' and Disinformation (2021). Since 2024, Ada Codău has been a member of the European Sociological Association (ESA).
Marius DragomirMedia Policy & Research — biography
Marius Dragomir is the director of the Media and Journalism Research Center and a researcher at the University of Santiago de Compostela in Spain. His work covers media ownership, regulation, public service media and journalism’s business models. He has designed and led comparative research projects including Media Influence Matrix and State Media Monitor. Before founding MJRC, he directed the Center for Media, Data and Society at Central European University and managed global research and policy work at the Open Society Foundations.
Michał GłowackiMedia Policy & Innovation — biography
Dr. Michał Głowacki is an Associate Professor at the University of Warsaw, Poland. He has conducted research projects funded by the European Commission, Poland’s National Science Center, the National Agency for Academic Exchange, the Thomson Foundation and the Polish-American Fulbright Commission. Michał was the Programme Advisor to the Advisory Group on Public Service Media Governance at the Council of Europe in 2010. He is Editor in Chief of the “Central European Journal of Communication”. His research interests are media policy, public service media and innovation culture.
Tamás KissSociology & Minority Communities — biography
Tamás Kiss is a sociologist and researcher at the Romanian Institute for Research on National Minorities in Cluj-Napoca. His work examines demographic change, ethnic relations and Hungarian minority communities in Transylvania. He studied sociology at Babeș-Bolyai University and completed doctoral studies in cultural studies at the University of Pécs. He contributed to the study’s case on Facebook use among Hungarian-speaking communities in Romania.
Jan ManickiSocial Media & Algorithms — biography
Jan is a PhD student at the University of Warsaw, Poland, where he carries out research on mobile audiovisual social media. His research interests include audiovisual communication, recommendation algorithms in social media and AI. Member of the Polish Communication Association. He also works as a journalist in the Polish news portal Onet, where he writes about popular culture, music and science. In the past he worked for almost all of the biggest online media outlets in Poland.
Jacek MikuckiPlatforms & Local Communication — biography
Jacek is an Assistant Professor at the University of Warsaw, Poland. He has been involved in several projects on media and communication in smart cities, media platforms and media-related risks and opportunities for deliberative communication. His research interests include new forms of media, local communication, audiovisual arts and creative industries. He has professional experience and practical skills in editorial offices, marketing, public relations, and internal communication departments.
Raluca PetreMedia Sociology — biography
Raluca is the coordinator of Communication Studies, and associate professor of Media Sociology at Ovidius University in Constanța, Romania. She has a PhD in Sociology from Graduate School for Social Research at IFiS PAN in Warsaw, and an MA in Economy & Society from Central European University. She is especially interested in media policy and regulation, content regimes, and the practice of journalism and its sustainability. She guest edited a special issue of the European Journal of Communication on Information as Public Good and Public Service Media in Europe, Vol. 39 (6).
Manuela PreoteasaMedia Ownership & Journalism — biography
Manuela Preoteasa is a lecturer in journalism at the University of Bucharest. Her research examines media ownership, market concentration, media ethics and the relationship between journalism and democracy. She holds a PhD in communication sciences from the University of Bucharest and has contributed to comparative projects including Mapping Digital Media and Television Across Europe. She contributed to the Romanian TikTok case study with Euractiv Romania.
Raluca RaduAudience Research — biography
Raluca is a professor at the Faculty of Journalism and Communication Studies, University of Bucharest. Her work focuses on media and journalism, in general, and audience studies and digital radicalization, due to disinformation, in particular. Her recent work includes Romania’s contribution to the Digital News Report and the EU-funded GEMINI project on gender equality in the media and PROMPT project on malevolent narratives at European level.
Norina SolomonPublications & Media Research — biography
Norina Solomon manages MJRC’s publications portfolio, coordinating assignments of reports and articles for the center. She has worked as a journalist and editor. She graduated from Transilvania University in Brașov, Romania, with a double major in English and Romanian language and literature, and studied documentary production at the London Academy of Media, Film and TV.
Filip ŚwitkowskiMedia & Political Systems — biography
Filip is a researcher at the University of Warsaw. He has a PhD in political science and administration and a master’s degree in law. His research activity is focused on contemporary political and media systems and the impact of new media on shaping public policies. He is a member of the research team of the CHANSE project “Public Service Media in the Age of Platforms”. He is also an attorney-at-law trainee in the Bar Association in Poland.
Tibor ToróLanguage Policy & Minority Rights — biography
Tibor Toró is an associate professor and study coordinator in the Department of International Relations and European Studies at Sapientia Hungarian University of Transylvania in Cluj-Napoca, Romania. His research focuses on language policy, minority rights and education policy. For Hooked on the Feed, he worked with Tamás Kiss on Facebook use among Hungarian-speaking communities in Romania.
Valentin VanghelescuDigital Media & Communication — biography
Valentin Vanghelescu is a senior lecturer at Ovidius University of Constanța, teaching journalism and public relations. He holds a PhD in sociology from the University of Bucharest. His work examines digital media, online collaboration and content creation, including how platforms shape journalism and information sharing. He is the author of Content Creation and Mobility in the Network Society and contributed to the study’s Romanian TikTok case.
University biography (opens in a new tab) · Photo: Jurnalism UOC (opens in a new tab)
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