RESEARCH PRESENTATIONHosted by BBC, 11th October

BRAND AND TRUST IN A FRAGMENTED NEWS ENVIRONMENT

James Montgomery, Director of Digital Development,

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Rise of distributed media

Average across 26 countries

51% % USE SOCIAL MEDIA FOR NEWS

OTHER AGGREGATORS

APPLE NEWSSNAPCHAT DISCOVERGOOGLE ACCELERATED PAGES

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Impact on brand recognition

Q10b/cii_2016. Thinking about when you have used social media/aggregators for news, typically how often do you notice the news brand that has supplied the content? Notice = those who always or mostly notice the brand

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Algorithms or editors?

Brand and trust in a fragmented news environment

Qualitative research conducted for the Reuters Institute for the Study of Journalism, University of Oxford

Jason Vir, Director, Kantar Media

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• News and platforms

• Brand perceptions

• Trust in news

• Distributed environments

• Speculation on the future

The story

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What is news?

information

knowledge

education

discovery

updates

ongoing issues

current events

new developments

what happened

weather alerts

sports scores

what it means

analysis

way of keeping in touch

news is produced

reality in a package

entertainmentbrings us together

something to talk about

SOCIAL VALUE

HAS A STRUCTUREBEYOND FACTSRAW FACTS EVOLVINGTOPICS

PERSONAL VALUE

form of company

can be manufactured?explanation

facts

spin? opinion

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Deprivation exercise: a day without digital news sources

No digital = missing out, feeling detached

Noticed how much news habits are changing

Enjoy bite size simplification

But also, no digital = relief from information overload

US, 35-54

UK, 20-34

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How is news consumed?UK, 35-54

US, 20-34

News is ubiquitous, particularly with the rise of connected devices and apps

Multiple sources and platforms allow people to navigate news stories both actively and passively

There’s a cycle through the day and the week(ES: lunchtime peak as well as evening)

Consuming news at the weekend is more immersive and relaxing, less time pressured

Digital is eroding other platforms, esp printed newspapers, and radio to some extent

News fits seamlessly into day-to-day life

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Comparing platforms

TV

PRINT NEWSPAPER

NEWS WEBSITE

SOCIAL MEDIA

Easy, entertaining, packaged, available, visual

Journalistic, essential, ritualistic, but not up-to-date content

Up-to-date, live, convenient, news brand credentials, clickbait

Instant, effortless, interactive, mobile, but a minefield

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Brand perceptions

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Mapping the online news landscape

more tabloid, populist

newspapers

apps

tabloids

social media

no print, American

broadcasters

broadsheets

newspapers online

broadcasters

news aggregators, more tailored

amateur news, first person accounts,

opinions

Traditional print brands more salient

among older

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35-5420-34

Brand perceptions

“BBC would probably be the one I go to… get to the facts about what’s going on.” 20-34, UK

“That’s like Celebrity Big Brother – all about celebrities.”35-54, UK

“[Buzzfeed] doesn’t take itself too seriously.” 20-34, UK

“They’re funny. They do some prank things.” 35-54, UK

“It’s good for keeping up to date … if you’re actually following a story. Whereas, you watch the mainstream news on TV… the next day that’s gone.” 35-54, UK

“I like it because… you also get like your celebrity gossip… health, fitness, lifestyle tips, sport, shopping, fashion, everything!” 20-34, UK

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Mapping the online news landscape

social media – not designed for news

online newspapers / news magazines

aggregators

major players, mostly TVsocial media –

interactive established news brands

conservative liberal

online newspapers

Market less clear among older

print heritage?

human interestnon-print

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35-54

20-34

Brand perceptions

“Great reputation, sometimes boring.” 20-34, US

“Huffington Post feels like a blog to me.” 35-54, US

“And it’s not serious… Kim Kardashian’s new clothes – I don’t care!” 35-54, US “It’s just a party.” 35-54, US

“Oh my god, I used to take personality quizzes, like which character from Glee are you… so I try to avoid it.” 20-34, US

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Perceptions and role of brands

Native digital brands not as well known, esp among older and less tech engaged

Print heritage further segmented by editorial approach

Largely perceived along traditional platform lines

Repertoire of news brands

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Trust in newsExamining the refugee/immigration story for trust factors

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Coherence across multiple sources helps build trust

Trust a favoured news brand

Triangulation – sources corroborate the story

Headlines, images, tone can stir strong emotions

Cautious of strong opinions on social media

Good track record and past experiences

First person accounts via social media Wary of political agenda

DE: getting full story? (e.g. NYE assaults)

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What is trust in news content?

facts

objectivity

transparency

accuracyimpartial

balance

not biased

capability

well researched

reporters in the field

own investigation

integrity

honesty

authentic

how deal with mistakes

plurality

multiple sources

validation triangulation

experience

consistent

track record

good history

reliable

familiar reporting style

follow parents’ habits

word of mouth recommendation

sincere

genuine

tonality

power of language

power of visuals

emotion

trust in news

content

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Trust in news content

ACCURACY IMPARTIALITY

CAPABILITY EXPERIENCE

INTEGRITY

PLURALITY

News contentThe product

News organisationThe provider

News organisation’s values

User responsibility

TONALITY

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What generates mistrust?

• Sensationalism

• Suppression

• Dissonance

• Commercial interests

• Click bait

• Errors and inaccuracies

“And you also have to highlight the negative sides. It’s a lot of opinion-making and also censorship that’s happening and you always have to be careful.” 20-34, DE

“Sensationalist journalism. And how the story is written, sometimes it's pitiful.” 35-54, ES

“I mean the media is still responsible to its advertisers, be it television or website or print. I mean there’s kind of certain lines that they might not cross because they don’t want to put off their advertisers or even their owners.” 20-34, US

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Facebook Flipboard Facebook Flipboard

Facebook Apple News FacebookApple News

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How different groups use social media

“I still watch the news once a daySocial media and Facebook are rather secondary”

GERMANY 50+

OLDER

“In the refugee crisis I got a lot of my news through Facebook, blogs, videos from the camps”

UK 18-34

YOUNGER

“When David Bowie died everyone flocked to Facebook so I would find it there, but I don’t think I would click into an article becauseI don’t feel social media has got integrity

UK 35+

“Social media has brought a wonderful community. It has taken the newspaper and the chat room culture and has smashed them together”

USA 18-34

FRIEND/SHARER

SOURCE/ NEWS

BRAND

STORY/HEADLINE

Trusting in news via social media is more complex

A story of interest is the main pull – provided by headline, image

Trust resides with established brands with a track record, where brand liked/followed

A friend might raise awareness, pique interest – but why shared?

A trusted friend can serve as a proxy for an unknown brand

Or, popularity might encourage trust – validation of the crowd

1 2 3

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Generally, younger and tech engaged more open to algorithm

ALGORITHM EDITOR

• Human expertise• Accountability• Manageable selection

BUT• Agenda• Filter risk

• Independent• Tailored• Broader selection

BUT• Can produce odd results• Risk of filter bubble• Data concerns (esp DE),

targeted ads

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Conclusions

1. Platforms fit into different routines and help people engage with news stories in different ways

2. Brands are an important vehicle for trust

3. Brands have varied visibility in distributed environments

4. The importance of the sharer of a news story in social media varies

5. Views about editors versus algorithms are mixed, and some are unaware of the latter

6. People are keen for established, trusted news brands to continue well into the future

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Brand and trust in a fragmented news environment

Qualitative research conducted for the Reuters Institute for the Study of Journalism, University of Oxford

Jason Vir, Director, Kantar Media

Rasmus NielsenDirector of Research, Reuters Institute

Q&A

Jason Vir, James Montgomery,

More information atdigitalnewsreport.org/publications