How to address Russian-speaking audiences: Approaches of Latvian and Estonian media policymakers | 6

In this episode of Media & Society, we explore how Latvia and Estonia aim to reach their Russian-speaking audiences — and why their strategies differ. Kārlis Dagilis, adviser to the Latvian Minister of Culture, and Andres Jõesaar, media adviser at the Estonian Ministry of Culture, discuss what it means to build one shared information space while taking different approaches to language use in media. This episode extends previous discussions in which Russian-speaking communities have emerged as a critical lens for examining media trust and inclusion in Latvia and Estonia. It considers how policy decisions shape not only the dissemination of information but also the representation and visibility of minority voices in the media landscape.   The Media & Society podcast offers a platform for in-depth conversations about how people experience, think about, and feel regarding media and journalism. Aimed at media professionals and scholars, it explores the multifaceted relationship between media, journalism, and audiences in two Baltic countries — Latvia and Estonia. The podcast series is hosted by Līga Ozoliņa, a PhD student at Rīga Stradiņš University and a researcher at the Social Sciences Research Centre. Theme song: Jeremy Blake, Science Montage, Youtube audio library The podcast series is recorded at Rīga Stradiņš University’s multimedia studio and is produced as part of the Researcher Grant 'Making Sense of Media: A Non-Media-Centric and Open-Ended Approach to the Study of Media-Related Experiences and Perceptions' (No. RSU-ZG-2024/1-0007), which is carried out under the project 'RSU Internal and RSU with LSPA External Consolidation' (No. 5.2.1.1.i.0/2/24/I/CFLA/005). The project is funded by the European Union’s Recovery and Resilience Facility and the state budget. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or European Commission. Neither the European Union nor the European Commission can be held responsible for them.