In this article the author evaluates the conformity of Latvia’s media environment with the unique demographic and political situation of the country in the EU context. In terms of the audience, the number of non-citizens in Latvia is disproportionately large, and this segment of population is addressed by the pro-Russian forces to pursue their own interests. Latvia being one of the poorest of the EU countries, the purchasing power is very low there, as is the demand for high-quality media. This is why the author appreciates the fact that foreign, especially Scandinavian, capital is being invested in Latvia’s media.

Keywords: media environment, identity, diversity, Latvia