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Published work

Published reports and news articles authored by Luba Kassova

article The gender consumption gap for online news and how publishers can address it

The gender consumption gap for online news and how publishers can address it

This piece for Press Gazette ventures out into previously unreported news: that of the gender consumption gap at a news outlet level. Based on Richard Addy’s analysis of SimilarWeb data highlighting the difference between men’s and women’s visits to the the top 50 most visited global websites, Luba dived into analysing the gender consumption gap, the reasons behind the gap and what news organisations can do to attract the underserved female audiences.


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article Why are Bulgarians losing interest in the news and how can it be reignited? A gaze from a distance

Why are Bulgarians losing interest in the news and how can it be reignited? A gaze from a distance

This article was published by the Association of Bulgarian Journalists and is dedicated to exploring how journalism could change in Bulgaria and around the world for audiences to deepen their relationship with the news and, importantly, to stop escaping. The transformation that journalism must consider is one from being a scarecrow to becoming a travel guide.


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article Защо българите и хората по света обръщат гръб на новините и как да променим това?

Защо българите и хората по света обръщат гръб на новините и как да променим това?

This article examines why audiences in Bulgaria and around the world are turning away from the news and what the industry must do to reverse what sometimes feels like exodus. Luba Kassova wrote the piece following her speech on the topic at Dir.bg's 25 Online journalism conference held in Sofia in May 2023.


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article 4 ways to improve global coverage of Russia’s war on Ukraine

4 ways to improve global coverage of Russia’s war on Ukraine

This piece offers a local Ukrainian perspective on what story angles are missing from global news coverage of Russia’s war in Ukraine. Luba and AKAS were able to validate the ideas that the Ukrainian journalists shared by conducting content analysis of millions of news articles using GDELT online news database. The findings expose a clear delineation between the war angles emphasised by news outlets in the global south vs the global north.


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article UK news coverage of women-focused issues down a fifth in five years

UK news coverage of women-focused issues down a fifth in five years

In advance of International Women's Day Luba asked herself whose worries, stories and voices had been heard in the news in the UK and globally in recent years. To tackle this question she and AKAS turned to big [GDELT] data analysis. This article for the Press Gazette unveiled the surprising results.


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article How journalism can uncover women’s hidden stories within the cost of living crisis

How journalism can uncover women’s hidden stories within the cost of living crisis

This is the third in a three-part article series that Luba authored for IJNet dedicated to unearthing key findings in From Outrage to Opportunity. It explores the hidden story angles about women affected by the cost-of-living crisis. Too often women's unique and structural challenges remain hidden within macro story angles that news providers focus on when reporting the crisis-of-living crisis. This article opens the curtains to reveal some of them.


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article How to make room for the diverse perspectives of women in the news

How to make room for the diverse perspectives of women in the news

This is the second part of a three-part series of articles Luba Kassova wrote for International Journalists' Network (IJNet) covering key findings from "From Outrage to Opportunity," commissioned by the Bill & Melinda Gates Foundation. It explores the problem of the narrow definitions of what constitutes a story as well as some of the solutions aimed at widening the lens such as introducing inclusive storytelling champions at organizational and individual level and 360 degree editing.


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article How Ukrainian women`s stories became forgotten by the media

How Ukrainian women`s stories became forgotten by the media

Тhis is Luba's oped published in the EUObserver on the day marking the one-year anniversary of Russia's full-scale invasion of Ukraine. The article takes stock of how much attention women have received in the news in the context of the war in Ukraine in the last 12 months. It's a follow он from the article published in Foreign Policy a year earlier. At the start of the war, women’s share of voice was severely marginalised. In January this year the situation was even worse. Crucially, social research into attitudes has revealed a remarkable shift among Ukrainians. In the last year they have become significantly more gender egalitarian. Unfortunately the global and national media have largely missed the story.


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article  News coverage of systemic gender gaps is virtually nonexistent. We can change that.

News coverage of systemic gender gaps is virtually nonexistent. We can change that.

In this first in a series of three solutions-based articles, Luba explores one of the news industry’s main blind spots: failing to recognize or report on the longstanding systemic gaps between men and women that grant men unfair advantages over women.  She explains why this is the case and offers ideas about how to change it based on interviews with dozens of senior editors across the globe.


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article Women in Politics and Access to Media in Nigeria

Women in Politics and Access to Media in Nigeria

This opinion piece for  TVC News explores news media’s role in amplifying women’s severely marginalised voices in Nigeria ahead of the general elections. Luba finds that in all the countries researched, including Nigeria, news operates more as a mirror of society than a megaphone for marginalised voices. Audiences feel increasingly disenfranchised but there are solutions to changing this.


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