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Published work

Published reports and news articles authored by Luba Kassova

article Ukrainian Women on the Front Lines but Not in the Headlines

Ukrainian Women on the Front Lines but Not in the Headlines

Ukrainian women are in the frontlines but nowhere nearly enough in the news headlines. In this article published in Foreign Policy, Luba Kassova and Xanthe Scharff from the The Fuller Project, expose the marginalization of women’s voices in the war story in global and Ukrainian news coverage.


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article The high psychological cost women pay for engaging in news about climate change

The high psychological cost women pay for engaging in news about climate change

In this article Luba Kassova highlights the high psychological cost that women pay for engaging in climate change news coverage using the findings from original research conducted by Richard Addy and AKAS. Find out how audiences in the global north differ from the global south, as well as three things news providers can do differently to alleviate that high psychological load of the story on audiences.


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article The muted voices of women in climate news coverage

The muted voices of women in climate news coverage

In this evidence-based opinion piece Luba Kassova argues that women’s voices in news coverage are muted. The article is written with the data-gathering support of Richard Addy and AKAS. Most climate activists and influencers globally are women, but the majority of activists and influencers quoted in the news are men. "By offering more female perspectives, from both the global south and north, journalism can expand its relevance beyond its core audiences, and increase its impact as a result."


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article Is journalism inadvertently contributing to climate inaction?

Is journalism inadvertently contributing to climate inaction?

In this article Luba shares new research findings which underline the struggle of journalists to engage audiences in the climate crisis story. She covers four existing gaps between audiences' needs and coverage, as well as three biases that are at play when facing climate change. The article offers ideas about what can be done to close the gaps between what audiences may need from climate change news and what newsrooms are producing. 


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article The imprint of our ancestors on our souls

The imprint of our ancestors on our souls

In this article, published in the most prominent Bulgarian magazine targeting women (Woman Today/Jenata Dnes), Luba takes a journey back in time to discover hundreds of stories, some traumatic,  locked in her family tree. She finds patterns of behaviours that have been unconsciously repeated from generation to generation. It is a story of and constantly emerging new perspectives, love, pain, admiration and forgiveness. Mark Wolynn’s work, anchored in the latest research into epigenetics and in the hundreds of case studies accumulated over decades, contends that traumatic events which have been hidden and not forgiven, become genetically locked within us and repeat through generations until they are teased out of the generational family constellation through awareness, forgiveness and reprogramming.  


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article The future of journalism lies in the marriage of words and numbers

The future of journalism lies in the marriage of words and numbers

As someone who has shifted from working more with numbers as a researcher and a strategist to working more with words as a storyteller, Luba has come to realise how pivotal evidence-based storytelling is in the age of proliferating misinformation and big stories underpinned by scientific data. In her opinion piece, commissioned by the World Editors Forum, Luba examines why "not being a numbers person" does not serve journalists well in the era of climate crisis & the pandemic. The article was republished by E&P (editorandpublisher.com) and by newspapers.org and, as always, contains solutions.


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article When diversity in newsrooms and newsleadership is not enough

When diversity in newsrooms and newsleadership is not enough

In this opinion piece Luba develops the argument that news organisations can often reach gender parity but not inclusivity: women are counted but often do not count enough in decision making or in news content because male-dominated newsroom cultures act as barriers. Luba uses nine sources of evidence to craft her point of view, including a brand new content analysis conducted by AKAS of women’s share of voice in news output in specific news outlets such as The Guardian, The Economist, The Washington Post, The Sowetan, The Financial Times and other news outlets led by women Editors. The piece includes four suggestions for how to make women’s voices count in decision-making and in news stories.


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article Luba Kassova on the “less than” bias: the worrying self-esteem gap between girls and boys

Luba Kassova on the “less than” bias: the worrying self-esteem gap between girls and boys

Luba wrote this article to mark United Nation’s 2021 international day of the girl, which aims to raise awareness of the equity issues that girls face globally. The opinion piece exposes the worrying confidence gap between girls and boys, which transcends generations, cultures and which must be closed. Nothing exposes a systemic problem as clearly as its universality across cultures. Although consistently less confident that boys, young girls are extraordinarily resilient in their education. Luba weaves her own lived experience as a girl into the narrative.


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article "Не ти подхожда да се ядосваш. Момиченце си" ("Anger doesn’t suit you. You are a girl after all.")

"Не ти подхожда да се ядосваш. Момиченце си" ("Anger doesn’t suit you. You are a girl after all.")

This article was published in a leading Bulgarian news provider offnews.bg to mark United Nation’s 2021 international day of the girl. Luba interweaved her personal story as a girl with current data evidence exposing the pernicious gap in self-esteem between girls and boys in Bulgaria and globally.  In the 21st century societies i.e., governments, educators and parents have the unique opportunity to raise awareness of and dismantle the bias of feeling “less than”/ “not as good as” boys that girls hold.


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article Coverage of climate change is often part of the problem

Coverage of climate change is often part of the problem

The Irish Times republished my article, which was first published on Worldnewsday.org as part of World News Day 2021 (a global campaign to highlight the critical role of fact-based journalism in providing trustworthy news and information in service of humanity). In it Luba examines why the climate crisis is the most challenging story to cover; why the vast majority of global audiences do not follow it despite acknowledging its importance and what news providers can do to change that. the same day the article was also included in the Reuters Institute for Study of Journalism's newsletter and that of American Press Institute.


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