The landscape of trust across the country heavily reflects the current political and security situation of Ukraine. According to recent polls, 66.7 percent of Ukrainians trust voluntary organisations, 64.4 percent trust the Church, and 57.3 percent trust Ukraine’s armed forces and other military and paramilitary formations. The level of trust in the media equals 48.3 percent. State authorities, to the contrary, have found themselves at the bottom of the rating, with 24.8 percent of Ukrainians trusting Ukraine’s president and only 6.7 percent approving his actions. Respective figures for Ukraine’s Cabinet of Ministers are 19.8 percent and 3.2 percent. This suggests that Ukrainians tend to trust community leaders and word-of-mouth communication rather than state authorities and official statements.

A major development against the backdrop of the strained Russia-Ukraine relations following Russia’s annexation of Crimea in 2014 and its support to secessionist forces in Eastern Ukraine consists in the promotion of Ukrainian language and culture. This provided for a significant boost of Ukrainian music and TV/radio products that not only have started to be in Ukrainian more often, but also began popularising Ukrainian culture as a powerful factor of self-identification.

There are no significant division lines in means of communication between representatives of different ethnic origins. There are, however, some division lines when it comes to age groups and location. People in the capital and big cities prefer digital platforms of communication whereas deeper in regions the major channel of information feed is television. The major means of horizontal communication for such areas is word-of-mouth communication in communities. In rural areas (the population of which is gradually decreasing), the main forums of people-to-people communication are places of mass gatherings, like churches, markets, etc.