The Problem of Media Eco-Standardization: Scholarly Foundations and Institutional Challenges

Examined the feasibility of establishing an independent media expertise system based on ecological principles. Through a multidisciplinary lens (media ecology, communication studies, digital sociology), it analyzes: key research trends in media ecosystems, criteria for media environment “sustainability”, and existing practices of content evaluation. The study aims to identify prerequisites for developing media eco-standards and systemic barriers to their implementation. The author argues for alternative media regulation mechanisms beyond state control or commercial interests, highlighting the tension between free speech and user protection from toxic content. The scholarly contribution includes a framework for assessing technological (filtering algorithms), institutional (NPOs’ role), and socio-cultural (media literacy) factors affecting standardization. The analysis demonstrates that current advancements in media ecology provide sufficient groundwork for collaborative research. A promising avenue is integrating expert assessments into media rankings using AI tools.