Goals of the Institute for Media and Analytics – IMA, are:
- Promotion of democratization, rule of law, human rights and freedom of expression that entails responsible expression in the media and in the public, not harmful for the rights of the others
- Advancing public communications and culture of communication in media as well as on social networks
- Fostering critical thinking and debating in the media
- Promoting media literacy, as well as ethical journalism in the media
- Advancing cultural pluralism, respecting diversity and promoting inter-culturalism in the media and in the society
- Advancing professional standards in media monitoring and media analysis
- Reducing the harm of hate speech, discrimination and intolerance in media
- Reducing the harm of disinformation and media manipulation.