[Interview] Luka Svetina: At the UN we want to attract more young people to our membership and bring our work closer to them

Luka Svetina, one of Slovenia’s best-known television personalities, has taken over leadership of the Slovenian Journalists' Association (ZNP) in June. In an interview with Demokracija, he discussed the reasons behind his decision, challenges facing journalism today, media monopolies, and his vision for the profession. Svetina emphasized the need to attract younger members to the association and explain the importance of their work in maintaining democratic values. Svetina was invited to take on the role after former president Dr. Matevž Tomšič decided not to run for re-election. The board of ZNP believed it was time for the organization to rejuvenate its leadership and that Svetina, who had already been deeply involved in journalistic matters, would be a suitable candidate to continue Tomšič's work. Svetina accepted the challenge, expressing confidence in his ability to fulfill the responsibilities of the position. He noted that his daily involvement in an informative TV program allows him to stay informed about key social and political issues, including the state of Slovenian journalism. He pointed out that many young people are less inclined to pursue journalism as a career. According to Svetina, this trend is due to several factors, including changes in the media landscape and how younger generations consume and process information. He added that the profession no longer enjoys the level of trust it once did, which makes attracting new talent even more difficult. As part of his priorities, Svetina mentioned that ZNP aims to bring more young people into the fold, educate them about the value of their work, and demonstrate why being part of a professional organization is essential for upholding journalistic integrity. Svetina also addressed the issue of media monopolies, noting that Slovenia, despite being a democratic country, often sees only one narrative dominate mainstream media, specifically that of the DNS (Domaćinstvo Novicarjev, or Domestic Journalists’ Union). While he acknowledged the importance of diverse voices within the industry, he expressed concern that this lack of plurality can lead to a distorted perception of reality. He welcomed the formation of new associations among journalists, arguing that having more organized groups strengthens the collective voice of the profession. However, he stressed that ZNP’s influence in media depends on its ability to attract high-quality members, ensuring that major outlets will not ignore the association in the future. He further commented on the role of international organizations such as Reporters Without Borders and the potential misuse of foreign connections by Slovenian journalists. Svetina explained that while Slovenian journalists have established relationships abroad, these ties are sometimes exploited for domestic political purposes. He noted that Slovenians tend to place great weight on external opinions, making it easier for some journalists to manipulate narratives both domestically and internationally. This dynamic, he argued, creates a cycle where local journalists are perceived as tools for foreign agendas, undermining the credibility of the profession. Svetina also reflected on his own career, mentioning his long-standing commitment to the C0 channel project. He described this as one of his greatest achievements, though he refrained from listing specific moments of pride, emphasizing instead the ethical responsibility that comes with the profession. His focus remains on addressing current challenges and shaping the future of journalism in Slovenia.