Ukrainian Student Media Leader Borzhena Bortnovska on Journalism, Influencers, and Independent Media

Author(s): Scott Douglas Jacobsen

Publication (Outlet/Website): The Good Men Project

Publication Date (yyyy/mm/dd): 2026/02/23

 Borzhena Bortnovska is a Ukrainian journalism student at Ivan Franko National University of Lviv, Faculty of Journalism, and serves as Head of the Student Council. Her work in student government emphasizes protecting students’ rights, improving educational quality, and maintaining open communication with faculty and administrators. Bortnovska has tracked how journalism students increasingly gravitate toward blogging and influencer culture, while arguing that professional standards should remain platform-independent. She has participated in mentorship and training initiatives through the Media Development Foundation, including mentorship with Daria Hirna of Faces of Independence, which has reinforced her focus on rigorous, public-interest journalism.

In a wide-ranging conversation, Scott Douglas Jacobsen speaks with Borzhena Bortnovska, a journalism student and student-government leader at Ivan Franko National University of Lviv. Bortnovska describes student council work as rights-based service, not privilege, and explains why many first-year students aim for blogging and influencer careers: profitability, flexibility, and easier monetization. She argues that funding shifts do not alone drive this trend; platform popularity does. Bortnovska highlights mentorship as professional formation, citing the Media Development Foundation and mentor Daria Hirna (Faces of Independence). She hopes Ukraine’s independent media grows more analytical, investigative, and resilient.

Scott Douglas Jacobsen: So, what university are you studying at, and what leadership roles do you currently hold or have you held in the past?

Borzhena Bortnovska: I am studying at Ivan Franko National University of Lviv, in the Faculty of Journalism. I currently serve as the Head of the Student Council of my faculty. The most essential principle is that we are here to protect students’ rights and to work for the students, not for ourselves or for privilege. We want students to receive a better education and for the educational process to be more comfortable and practical for them.

Jacobsen: What do you notice about first-year journalism students compared with fourth-year students or recent graduates?

Bortnovska: It is funny, but many first-year students want to become bloggers. More and more people want to become influencers. Journalism is experiencing a shift, and the contrast between traditional journalism and social media practices is now greater. I do not speak with graduates often, but later-year students seem more aware of Ukrainian culture, current issues, and politics than they were in their first year. That is what I have noticed.

Jacobsen: What is it in the training and culture that makes people want to use their journalistic education to become bloggers and influencers?

Bortnovska: It is more profitable. That is the simplest explanation. It is also more flexible—you work for yourself. Traditional journalism, if I may put it that way, seems to be losing popularity among young people because alternative platforms are easier to monetize. Again, you have more freedom when you work for yourself on those platforms.

Jacobsen: When U.S. support—such as USAID-linked funding—was reduced or paused, how did that impact the media landscape in Ukraine?

Bortnovska: From what I observed, many media outlets received a lot of support from society. There were more donations, and people became more aware that you have to pay for good reporting and strong investigations. Many platforms began using donation services and membership tools. People’s understanding of journalism shifted: they began to see that supporting high-quality journalism often means paying for it.

Jacobsen: Do you think that reduced income stability in journalism has pushed some younger people—especially those in training—toward becoming bloggers and influencers? In other words, have the effects of external funding changes shaped how young journalists see their professional future?

Bortnovska: That is a difficult question. No single change in U.S. support alone determines young journalists’ decisions. It is more about modern society: social platforms are more popular, easier to use, and easier to monetize. It does not depend on whether external funding was reduced.

Jacobsen: Do you want to add anything further on that point?

Bortnovska: It is a tricky question; social media platforms are more popular than ever. They are easier to use and easier to grow on. This shift is not really dependent on whether U.S. funding was reduced.

That said, we are still taught that high-quality journalism matters. That is something emphasized at our university. Even if someone wants to become an influencer or move to platforms like YouTube, they are still encouraged to remain a professional journalist, regardless of which platform they use.

Jacobsen: How have your interactions been with faculty members, deans, and administrators when you try to raise these issues and work toward viable solutions?

Bortnovska: At the very least, they listen to us, and we have a dialogue. That is already very important. It depends on the faculty, but in our case, communication is quite direct. Sometimes solutions are slowed by administrative or bureaucratic hurdles, but we continue to raise our concerns and work to speed up the process. The more we communicate, the more problems we can solve.

Jacobsen: Reporters Without Borders, in its World Press Freedom Index, has noted that during the period Russia refers to as the so-called “special military operation”—in reality, the full-scale invasion—Russia dropped to near the bottom of the rankings, while Ukraine rose significantly, from around the middle of the index to roughly the low-60s. In other words, there has been severe repression on the Russian side and relative improvement on the Ukrainian side. Could this improvement in press freedom attract more young journalists to work in Ukraine, especially given the unique and intense wartime reporting experience?

Bortnovska: Yes, the media’s independence attracts young journalists 100%. The fact that you can gain this kind of once-in-a-lifetime experience also makes you value the faculty and profession you have chosen. For example, when we do our assignments and analyze ideas, we often look at and value the work of journalists from independent media. When young journalists think about their future careers, they are usually drawn to independent press because that is how we are taught. If we have the opportunity to work for independent outlets, that is already a very meaningful outcome.

Jacobsen: You were mentored by someone with a huge YouTube following. Who was that? How did you connect? Moreover, why is mentorship important?

Bortnovska: We were connected through a mentorship program. There is an organization called the Media Development Foundation, which runs different programs, including mentorships and training for young and investigative journalists.

The Media Development Foundation runs many programs, including mentorship and training for young and investigative journalists. I participated in one of these mentorship programs and was connected with Daria Hirna, the founder of the YouTube channel Faces of Independence. The channel focuses on the crimes of the Soviet Union and how they continue to affect the world and Ukrainian society today.

For young journalists, this kind of mentorship is essential. It gives us a strong example of high-quality journalism, and these programs help us understand what professional standards really look like. That is why mentorship is so important for us.

Jacobsen: Could you see yourself giving something like that back in the future?

Bortnovska: Yes, definitely. Thanks to that mentorship program, I understand that I could try to do something similar in the future—to support and guide younger journalists in the same way.

Jacobsen: Where do you think the future of media in Ukraine lies?

Bortnovska: If we are talking about independent media, I hope there will be no pressure on them anymore. I also hope Ukraine will continue to improve its position in the press freedom rankings you mentioned earlier. We will see what 2026 brings, but I am hopeful.

I would like to see more analytical and niche journalism for Ukrainian audiences. Our media sphere has improved significantly since the beginning of the twenty-first century, and our current reality demands greater professionalism. I hope the future lies in stronger journalism—better materials that cover more sophisticated topics, not just reporting events, but offering deeper analysis and stronger investigative work.

Jacobsen: Leadership is not for everyone. Some people become leaders by accident, others pursue leadership deliberately, and some take on those roles only temporarily. There is no right or wrong temperament. What drew you personally to leadership, and what advice would you give to students who are considering getting involved in student government?

Bortnovska: Thank you for the question. My first experience with leadership was in high school. I founded an organization related to studying abroad. We invited Ukrainian students who had studied abroad to share their experiences with other Ukrainians who wanted to study overseas.

We eventually closed the organization after the full-scale invasion, because I realized there were many more important things we could be doing for Ukraine. That is when I became involved in student activism. There is a saying that student years are the best years of our lives, and I wanted to make the most of them. I joined because I like being part of society and working with people who want to make changes.

My advice is to take responsibility and be more active. If there is a problem in your educational system, it will not be solved on its own. Someone has to step forward and make a difference. Students are usually the first to see problems in educational institutions, and if we use our voices, change can start with us. That is why I joined.

Jacobsen: Looking back, if you could make different decisions during your time in leadership or education, would you choose anything differently? Do you see alternative paths you could have taken—or still could take?

Bortnovska: I would not change anything regarding leadership. However, when it comes to choosing my faculty, I might have made a different decision. I would probably have chosen something more specific, such as politics, international relations, or history, and then pursued a master’s degree in media studies.

That approach might be better, because right now we study a small quantity of everything, but nothing in real depth. That is one of the problems in our faculty. It also makes me want to pursue a second, more specialized degree. As I said earlier, I do not want to be just a reporter. I want to write more sophisticated material, and for that, you need much more profound knowledge.

Jacobsen: Let us say Ukraine’s press freedom ranking is currently around sixty-two. Where do you think Ukrainian media is doing well, and where could it improve?

Bortnovska: When it comes to the development of independent media, we chose the right path. There is a big difference compared with the past. There are many strong media outlets now across different fields—history, politics, music, culture, literature, and more. That diversity is a real strength, and it shows that the media is developing across many categories.

At the same time, it could be better. Some materials—not from all outlets, but from many—lack professionalism. Sometimes, there is fundamental, purely logical reporting, without deeper insight for readers. Again, this does not apply to all media, but professionalism still needs improvement in some coverage.

Jacobsen: When it comes to reporting on Ukraine, what do foreign media get right, what do they get wrong, and what do they miss entirely?

Bortnovska: That is a challenging and huge question. What they get right is that they understand you cannot report from the perspective of the invader. Even though journalists are expected to avoid bias, foreign journalists generally understand that reporting from the aggressor’s point of view is unacceptable. That gives me hope.

As for what they might miss, the only example that comes to mind is during the controversy around attempts to limit the independence of anti-corruption institutions. There was criticism from outside observers, but I think the foreign media covered Ukrainian society and the protests very professionally. They did not just report what happened; they showed the state of society—what people thought and what mattered to them.

Even when the government makes mistakes, that does not mean society is doomed. People still have a voice during difficult times, and foreign media did a good job of showing that. I cannot say that they failed Ukraine in their coverage. I also do not consume propagandistic press, so I cannot comment on that type of reporting.

Jacobsen: What is your favourite part about Lviv?

Bortnovska: Especially during winter, when koliada—traditional carol singing—takes place. I like that more and more people are returning to authentic Ukrainian traditions rather than the superficial culture promoted during the Soviet period.

We are starting to return to our roots and to explore something more profound than just food, dances, or outward symbols. People are analyzing our history and literature more seriously. That process feels like a catalyst, and that is what I really love about Lviv.

Jacobsen: Thank you very much for the opportunity and your time, Borzhena.

Last updated May 3, 2025. These terms govern all In-Sight Publishing content—past, present, and future—and supersede any prior notices.  In-Sight Publishing by Scott  Douglas  Jacobsen is licensed under a Creative Commons BY‑NC‑ND 4.0; © In-Sight Publishing by Scott  Douglas  Jacobsen 2012–Present. All trademarks, performances, databases & branding are owned by their rights holders; no use without permission. Unauthorized copying, modification, framing or public communication is prohibited. External links are not endorsed. Cookies & tracking require consent, and data processing complies with PIPEDA & GDPR; no data from children < 13 (COPPA). Content meets WCAG 2.1 AA under the Accessible Canada Act & is preserved in open archival formats with backups. Excerpts & links require full credit & hyperlink; limited quoting under fair-dealing & fair-use. All content is informational; no liability for errors or omissions: Feedback welcome, and verified errors corrected promptly. For permissions or DMCA notices, email: scott.jacobsen2025@gmail.com. Site use is governed by BC laws; content is “as‑is,” liability limited, users indemnify us; moral, performers’ & database sui generis rights reserved.