Trust in Media 2020 - medienorge

Trust in Media 20201
MARKET INSIGHTS TRUST IN MEDIA 2020 MEDIA INTELLIGENCE SERVICE APRIL 2020
2
CONTENTS
TRUST IN NEWS TRUST IN NEWS AND COVID-19
TRUST IN RADIO TRUST IN TV TRUST IN THE WRITTEN PRESS TRUST IN THE INTERNET TRUST IN SOCIAL NETWORKS
TRUST – IT’S COMPLICATED
49
53
T
3
METHODOLOGY
This report is primarily based on data from the 92nd Standard Eurobarometer, where the Net Trust Index is deducted from. The 92nd
wave of the survey was conducted in November 2019 in the 28 EU member states and the five candidate countries. In the section about trust in news, the Reuters Institute Digital News Report 2019 is used as an additional source, whereas the section on trust and COVID-19 is based on survey data from GlobalWebIndex, Reuters Institute, British regulator Ofcom and EBU member organizations.
Eurobarometer The question asked in the Eurobarometer survey is: ‘I would like to ask you a question about how much trust you have in certain media and institutions. For each of the following media and institutions, please tell me if you tend to trust or tend not to trust it.’ Respondents may also answer ‘do not know’. The types of media included are radio, television, the written press, internet, and online social networks.
Net Trust Index The Net Trust Index has been developed by the EBU Media Intelligence Service to obtain an idea of the level of trust each country’s citizens have in the different types of media. The Net Trust Index is defined as the difference between the percentage of the population who answered 'tend to trust' and 'tend not to trust‘ to the survey question, not taking into account ‘do not know’ replies. The index can range from a minimum value of -100 to a maximum value of +100. A dataset with the historical development of the Net Trust indexes for each media and country covered since 2009 is available online.
Reuters Institute Digital News Report The annual study commissioned by the Reuters Institute for the Study of Journalism analyses how news are consumed in a range of countries. The online survey research was conducted by YouGov at the end January/early February 2019 and reflects the online population of each country, comprising 38 markets worldwide, 26 of which in Europe. This report will be updated once the 2020 edition is published.
ABOUT THIS PROJECT
In the age of media abundance, trust is important in the relationship between media and their audience. However, maintaining a high level of trust is more and more challenging in a world of news overflow and disinformation. Measuring trust is therefore essential for tracking citizens' perceptions of the media system in general and a media organization and its output in particular. This is crucial for audience building and useful for the organization's strategic planning.
What is trust? • Trust is an individual’s perception of the reliability of other
individuals and institutions and the result of socio-economic conditions, education and long-standing perceptions.
• Media organizations can work to increase trust in the medium and long term by championing credibility and authenticity.
• However, the results will not only be related to their performance and values but also to external factors beyond the organizations’ control, e.g. cultural or economic factors.
• In organizations with substantial societal relevance, such as public service media, trust is also related to social responsibility.
How is it measured? There are several annual studies that measure the level of trust in media. For this report the results of the Standard Eurobarometer were used: • A public opinion survey by the European Commission, currently
conducted by TNS. • Analyses public opinion on a variety of topics, e.g. the image of the
European Union, the economic situation, or citizens' main concerns. • Published twice a year, the autumn edition contains research on
trust in media and other institutions. • Each edition is based on approximately 1,000 face-to-face
interviews in 33 countries (EU states as well as acceding and candidate countries), respondents aged 15 and over.
• Available at http://ec.europa.eu/COMMFrontOffice/PublicOpinion/
Net Trust Index = ‘Tend to trust’ – ‘Tend not to trust’
EBU Media Intelligence Service – Trust in Media 2020
The trust gap between broadcast and online
media persists
the most trusted media
throughout Europe. Radio is
European countries
By contrast, social networks
the countries. The internet
trust in news
free from political pressure,
in the information provided
media landscapes.
Scoring as most trusted
markets, PSM are also
ranked among the most
radio reporting.
The higher the level of trust
in a country's radio and TV,
the higher press freedom
The strong correlation
closely connected with a
free and independent media
Social networks are trusted the least
Social networks are by far
the least trusted media
countries, social networks
trust the least. Only in five
South Eastern European
the trust expressed is
surveys differ considerably,
and highlighting how
multidimensional “trust” is.
Traditional media receive more trust than politics
EU citizens only trust their
national army and police
written press rank in the
middle third, slightly less
trusted than the legal
PRESS
perceive false information as
correlation between the
perceived trustworthiness of
information provided by
7
VARY SIGNIFICANTLY
ACROSS EUROPE
TRUST IN MEDIA (% of population, 2019)
Source: EBU based on Standard Eurobarometer 92. EBU Media Intelligence Service – Trust in Media 2020
4 2%
3 7%
3 5%
3 3
High trust Medium trust Low or no trust
• In the UK, Spain, North Macedonia and Greece, the majority of citizens do not trust the media. • In Finland, Albania and the Netherlands, only 20% of the population or less do not trust the media.
8
Radio
TV
Internet
MEDIUM IN EUROPE
MOST TRUSTED MEDIA (Net Trust Index 2019)
• Radio is the most trusted medium in Europe, scoring highest in 24 out of 33 (73%) of the countries surveyed. • Apart from Portugal, the countries in which radio is not most trusted are located in South Eastern Europe.
Country not included
OF EUROPE
LEAST TRUSTED MEDIA (Net Trust Index 2019)
• Social networks are the least trusted media in 28 out of 33 countries surveyed (85%). • The exceptions are to be found in South Eastern Europe: Bulgaria, North Macedonia, Serbia and Turkey trust
the written press the least, while Greek citizens have least trust in TV.
LEVELS
20%
32%
46%
49%
57%
15%
13%
7%
4%
7%
65%
55%
47%
47%
36%
Note: Survey results at EU level represent a weighted average across the 28 EU Member States, applying official population figures provided by EUROSTAT.
Tend to trust Don’t know Tend not to trust
• Radio is the most trusted medium by EU citizens: 57% of the population trust it. • Nearly half of EU citizens trust TV. Almost equal shares of citizens tend to trust and not to trust the written
press. • The Internet and social networks are the least trusted media at EU level.
PRESS
11
-45
-23
-1
2
21
EU
2019 NET TRUST INDEX IN THE EU
• In 2019, only broadcast media (radio and TV) have positive Net Trust Indexes, which means that the majority of EU citizens trust these media.
• The written press, the internet and social networks receive negative Net Trust, implying that most EU citizens do not trust these media. However, the internet and social networks lag far behind the written press.
NET TRUST INDEX = ‘% of people who tend to trust’ – ‘% of people who tend not to trust’
AVERAGE NET TRUST IN THE MEDIA = -9
PRESS
12
EVOLUTION OF THE NET TRUST INDEX IN THE EU (2014-2019)
• Trust in traditional media (TV, radio, written press) has remained rather stable during the past five years. Trust in the internet and social networks have seen significant declines.
• Compared to 2018, all media have seen declines in trust: trust in radio has decreased by 4 points, trust in TV by 2 points. The written press receives a negative Net Trust value again after having been slightly positive in 2018.
Source: EBU based on Eurobarometer. EBU Media Intelligence Service – Trust in Media 2020
2014
25 21
5 2
-6 -1
POLITICAL INSTITUTIONS
TRUST IN MEDIA VS. TRUST IN OTHER INSTITUTIONS (EU Net Trust Index, 2019)
AVERAGE NET TRUST ACROSS THESE INSTITUTIONS = -4
• Amongst the institutions measured, EU citizens only trust army and police more than radio. • TV ranks in the middle third, slightly less trusted than the legal system or public administration. • The internet scores only slightly better than national governments and parliaments, while only political parties
are less trusted than social networks.
Public Administration
Strong positive correlation
Correlation coefficient: 0.71
• The higher the level of trust in a country's broadcast media (Net Trust Indexes of radio and TV combined), the higher press freedom tends to be in that country.
• The strong correlation suggests that in the European context, citizens' trust in radio and TV is intertwined with a free and independent news media landscape.
Source: EBU based on Standard Eurobarometer 92 and Reporters Without Borders: World Press Freedom Index 2020. EBU Media Intelligence Service – Trust in Media 2020
TRUST IN RADIO AND TV COMES ALONG
WITH PRESS FREEDOM W
BE
BG
CZ
DK
DE
TR
Note: The broadcast media net trust index used here represents the sum of the radio and TV net trust levels based on Eurobarometer data. The World Press Freedom Index ranges from 1-100: the higher the score, the less press freedom. For clarity’s sake, the index was inverted to match higher scores to higher press freedom levels. The latest index was published in April 2020 and reflects events of the prior year (2019).
PRESS FREEDOM vs. TRUST IN BROADCAST MEDIA
15
16
44%
51%
34%
23%
42%
49%
33%
23%
Trust in search engines for news
Trust in social media for news
• Trust in news is in decline: overall trust in news is down 2 percentage points compared to the previous year, and trust in the news people themselves use is falling below 50% in 2019.
• Trust in news found in search engines and social media is even lower, unchanged from the previous year.
Source: Reuters Digital News Report 2019. Based on 38 markets worldwide. EBU Media Intelligence Service – Trust in Media 2020
SEARCH AND SOCIAL
TRUST IN NEWS WORLDWIDE
PSM ARE THE MOST TRUSTED NEWS BRAND IN NORTH AND
CENTRAL EUROPE
MOST TRUSTED NEWS BRANDS
• In 16 out of 26 markets (62%), PSM are the most trusted news brand. • In 5 additional markets, PSM are among the top 5 most trusted news brands. • Geographically, trust in PSM news brands is highest in the Nordics, Benelux states, Central Europe, the UK and
Ireland as well as Bulgaria and Portugal.
Source: Reuters Digital News Report 2019. Based on 26 European markets. EBU Media Intelligence Service – Trust in Media 2020
PSM not among top 5
PSM most trusted
Note: Based on the question “How trustworthy would you say news from the following brands is?”. List of brands includes national broadcasters, print and digital outlets.
18
• Only for citizens in France, Poland, Hungary, Greece and Turkey their national PSM is not among their top 5 news brands.
• In many markets, several PSM news brands (e.g. radio and TV brands or foreign same-language PSM brands in smaller markets) are amongst the most trusted news sources.
Source: Reuters Digital News Report 2019. Based on 26 European markets. EBU Media Intelligence Service – Trust in Media 2020
EUROPEAN CITIZENS TEND TO TRUST PSM
NEWS THE MOST
TRUST IN NEWS: RANKING OF MOST TRUSTED PSM BRAND (2019)
2 0
Austria
TRUST IN NEWS IS HIGHEST IN THE NORDICS
TRUST IN NATIONAL NEWS
• 22 out of the 28 EU states (79%) have a medium or high level of trust in national media, meaning that at least 50% of citizens agree that their national media provide trustworthy information.
• Notably, 3 of the “Big 5” European markets have rather low levels of trust in the information provided by national media: Spain, the UK and France.
Note: Based on agreement with the statement “(Nationality) media provide trustworthy information”. High trust: agreement
≥70%; medium trust: 50-69%, low trust: <50%
Strong negative correlation
Correlation coefficient: -0.70
• There is a negative correlation between the level of perceived trustworthiness of information provided by national media and the perception of misinformation as a problem within the country.
• In countries with low levels of trust in national news such as Greece, Spain, Malta, France and the UK, more than 75% of citizens think that the existence of news that misrepresents reality or even is false is a problem.
HIGH TRUST IN NEWS MEANS
THAT CITIZENS ARE LESS LIKELY
TO PERCEIVE FAKE NEWS
AS A PROBLEM N
Disagree Agree
21
PERCEIVED POLITICAL PRESSURE ON PSM
• In 9 out of the 28 EU states (32%), citizens perceive comparatively low levels of political pressure on their national PSM.
• In 50% of EU countries a medium degree of perceived pressure can be observed, while in five countries citizens tend to perceive high levels of pressure on their national PSM.
Note: Based on agreement with the statement “(Nationality) public service media are free from political pressure”. Low pressure:
agreement ≥50%, medium pressure: 26-49%, high pressure:≤25%
High political pressure
22
• The more national PSM are perceived to be free from political pressure by citizens, the higher the level of trust in national media.
• Citizens in North and Central Europe generally perceive lower political pressure on their PSM and tend to put more trust in national news, while the opposite is the case in many Southern European countries.
POLITICAL PRESSURE ON NATIONAL PSM vs. TRUST IN NATIONAL NEWS
LOW PERCEIVED PRESSURE
Disagree Agree
DKNL FI
N at
io n
al m
ed ia
p ro
vi d
e tr
u st
w o
rt h
y in
fo rm
at io
n D
is ag
re e
A g
re e
24
60%
55%
16%
10%
• Globally, TV news channels are the most-used source of COVID-19 information, and the second most-trusted source after government updates.
• Social networks have the biggest trust gap: while 47% use it, only 14% rank it as one of the most trustworthy sources. By contrast, less citizens turn to radio channels for news about the outbreak, but the trust gap is small.
Source: EBU based on Global Web Index: Coronavirus Research April 2020. Multi-market research wave 2. Based on 13 markets worldwide. EBU Media Intelligence Service – Trust in Media 2020
THE TRUST GAP IS PARTICULARLY
HIGH FOR SOCIAL
Use
Trust
Based on the questions “Which sources are you using to keep up-to-date with news during the outbreak?” and “Which sources do you think are most trustworthy for news about coronavirus?”
(multiple answers possible)
25
• Government Updates are perceived the most trustworthy source of information in Spain, the UK and France, whereas Germans and Italians put most trust in TV news bulletins.
• TV News Channels are the second most trusted source in the UK and France. • In Spain, updates from health organizations are second must trusted, followed by TV news bulletins.
Source: EBU based on Global Web Index: Coronavirus Research April 2020. Multi-market research wave 2. Based on 5 European markets. EBU Media Intelligence Service – Trust in Media 2020
TV IS CONSIDERED
THE VIRUS
TRUSTED SOURCES DURING THE COVID-19 CRISIS (European markets)
Each line = 20 percentage points. Based on the question “Which sources do you think are most trustworthy for news about coronavirus?” (multiple answers possible), % of respondents
26
• A survey from Reuters Institute for the Study of Journalism shows that citizens in Germany, the UK and Spain rate news organizations as more trustworthy than digital platforms for information about the pandemic.
• Among digital platforms, search engines are most trusted in all three countries. Spanish citizens tend to trust news and information on platforms more than people in the UK and Germany.
Source: EBU based on Reuters Institute: Navigating the ‘Infodemic’ EBU Media Intelligence Service – Trust in Media 2020
NEWS ORGANIZATIONS
16%
15%
18%
33%
58%
12%
14%
11%
31%
60%
21%
23%
25%
39%
51%
Spain UK Germany
Note: Based on the question “How trustworthy would you say news and information about coronavirus (COVID-19) from the following is? “
27
RELIABLE INFORMATION
Source: EBU based on Members data and Ofcom: Covid-19 news and information: consumption and attitudes - week one. EBU Media Intelligence Service – Trust in Media 2020
The
in the Flemish-language market of Belgium are VRT brands
The BBC is among the most trusted source of crisis news in the UK:
86% of listeners trust BBC radio coverage. 84% of
users put trust in BBC online coverage, whereas 83% of viewers trust their TV
reporting
Of Irish adults 18+ who chose an RTÉ source to keep up to date with COVID-19
developments,
70% rated one or more sources from their PSM as
“very reliable and trustworthy”
28
SOURCES OF INFORMATION
ABOUT THE OUTBREAK
Source: EBU based on Members data. EBU Media Intelligence Service – Trust in Media 2020
90% of Czech Television news viewers consider the crisis coverage of their pubcaster as
trustworthy
86% of German PSM TV news users rate the coverage of ARD and ZDF about the
corona crisis as trustworthy – the highest attributed credibility of all media offers in
the country
coverage of NRK
68% of French people perceive information
about the crisis obtained through PSM TV as trustworthy – the highest figure
compared to any other news source
TRUST IN PSM DURING THE CRISIS
29
30
ONLY FOUR COUNTRIES HAVE
NO TRUST IN RADIO
High trust (Net Trust Index higher than 10)
No trust (Net Trust Index below -10)
Low trust (Net Trust Index between -1 and -10)• The large majority of European countries
surveyed (26 out of 33) tends to trust radio, 21 of which with a Net Trust Index above 10.
• Negative Net Trust values can be found in several South-Eastern countries as well as in Spain.
31
27 33 35 36
44 44 46 46 46 50 50 51 52 52 54 55 57 61 62 62 62 64 65 67 67 68 68 68 71 73 77 78 78 80
13 3 3
8 13 5
13 8 4
4 5 1
25 30 32
28 24 26
TRUST IN RADIO (% of population 2019)
Tend to trust Don’t know Tend not to trust 0% 100%50%
1-year evolution (2018-2019)
NORTHERN AND CENTRAL EUROPE
• In Sweden, Finland, Denmark and the Netherlands, more than three quarters of the population tend to trust radio.
• In only six countries, the share of citizens who do not trust radio is bigger than those wo do trust it.
64 64
62 60
2 7
19
EU28
32
TRUST IN RADIO (5-year evolution of the Net Trust Index, 2014-2019)
Significant increase (More than +10 points)
Significant decrease (More than -10 points)
Limited decrease (Between -1 and -10 points)
TRUST IN RADIO SHOWS A
POSITIVE TREND
• Almost 60% of the countries covered have a positive 5-year evolution of trust in radio.
• Significant decreases can be seen in Spain, the UK, Poland and Estonia.
33
Low trust (Net Trust Index between -1 and -10)
TWO THIRDS OF EUROPEAN COUNTRIES TRUST TV
• 22 out of 33 European countries covered (66%) tend to trust TV, 17 of which with a Net Trust Index above 10.
• Spain, France and the UK are among the countries that do not trust TV.
TRUST IN TV Net Trust Index 2019
35
1 7
-6 17 3
8 -5
17 5
-4 -1
2 -5
1 7
22 29 32 37 43 44 45 45 46 47 47 48 49 49 50 51 53 56 57 59 60 60 61 62 63 63 65 66 67 68 69 72 75 76
3 3
8 4 3
8 3 5 3
3 4 5
78 68 65
55 54 53
42 45 44
38 38 36 38 37
31 35 32 34 29 29 32 28 29 25 21 19
Greece Spain
Austria Bulgaria Albania
EU28
NORDICS
0
57
54
-3 -5
-56
• In Finland, Denmark and Sweden, more than 70% of the citizens tend to trust TV.
• By contrast, in Greece, Spain and France, more than 60% of citizens tend not to trust it.
1-year evolution (2018-2019)
36
TRUST IN TV (5-year evolution of the Net Trust Index, 2014-2019)
TRUST IN TV REMAINS RATHER
STABLE
• Over the course of five years, trust in TV shows a positive evolution in the majority of European countries (52%).
• Significant decreases can be observed in only five countries. Country not included
Stable or limited increase (Between 0 and +10 points)
37
38
MOST EUROPEAN COUNTRIES TEND
TO TRUST THE PRESS
• The written press enjoys rather high levels of trust in Northern and most Central European countries.
• Across most of South-Eastern Europe, as well as in Spain and the UK, people do not trust the written press.
39
26
15 23 28 29 29 30 33 35 38 39 41 41 44 46 48 48 48 49 50 50 51 51 53 56 57 58 59 60 62 63 63
71 73 77
7 6
5 2
48 44
49 47 47
41 45 45
39 45 43 45 40 40 37 39 35 35 34 36
27 24 25 22
United Kingdom North Macedonia
Hungary EU28
France Latvia
Luxembourg Finland
Netherlands Albania
EU28
TRUST IN THE WRITTEN PRESS
IS LOWEST IN THE UK
• Trust in the written press is highest in Albania, and its Net Trust Index has increased most compared to 2018.
• The UK is at the bottom end – with the Net Trust value scoring at -60.
55 48
47 36
-7 -19
-39 -18 -36
TRUST IN THE WRITTEN PRESS (% of population 2019) Net Trust
40
TRUST IN THE WRITTEN PRESS (5-year evolution of the Net Trust Index, 2014-2019)
TRUST IN THE WRITTEN PRESS INCREASED IN
MORE THAN HALF OF EUROPEAN
COUNTRIES
• 21 of the 33 countries covered (64%) show a positive 5-year evolution of trust in the written press, 11 of which by more than +10 points.
• The other 12 countries covered have seen limited decreases.
41
42
ONLY NINE EUROPEAN COUNTRIES
• Most European countries tend not to trust the internet.
• Net Trust is positive in nine countries located in the East of the continent, with highest trust levels observed in Bulgaria, Poland and Hungary.
43
19 19 21 21
29 30 32 32 32 34 34 35 36 37 37 39 39 40 40 40 41 41 42 42 43 43 43 44 46 48 48 48 51 54
14 14 12
6 12 9 11
54 48 51 48
Belgium Italy
Montenegro Portugal
EU28
INTERNET THE MOST
• Only in Bulgaria and Hungary, the share of citizens who trust the internet is above 50%. By contrast, in 13 countries more than half of citizens say they tend not to trust it.
• Net Trust decreased in about half of the states.
33
16
-46 -44 -48
44
TRUST IN THE INTERNET (5-year evolution of the Net Trust Index, 2014-2019)
TRUST IN THE INTERNET
CONTINUES TO DECLINE
• Compared to 5 years ago, trust in the internet decreased in 30 of the countries (91%), in almost half of which to a significant degree.
• Significantly positive 5-year-evolutions can only be seen in Bulgaria and Hungary.
45
46
32 OF 33 COUNTRIES
DO NOT TRUST SOCIAL
NETWORKS
• Social networks are generally not trusted across Europe. Net Trust is negative in 32 countries, in 28 of which with a Net Trust Index below -10.
• Bulgaria is the only country with positive Net Trust.
47
0 -1 -1
8 18 0
4 5 8 4 8 20 11 7 16
7 11 11 12 12 12 14 15 16 20 20 22 23 24 24 25 25 26 27 29 29 30 30 30 32 32 33 34 35 39 39 39 41 46
12 17 15
9 16 17
ONLY A FIFTH OF EU CITIZENS
TRUST SOCIAL NETWORKS
• On EU average, only 20% of the population trusts social networks.
• Compared to 2018, trust in social networks decreased in 15 countries, whilst an increase can be seen in 14 countries.
0
20
-7
-41 -45
-61 -61 -66
EU28
48
TRUST IN SOCIAL NETWORKS (5-year evolution of the Net Trust Index, 2014-2019)
TRUST IN SOCIAL NETWORKS HAS
DIMINISHED IN MOST OF
EUROPE
• 25 countries have seen shrinking levels of trust in social networks since it was first measured in 2014.
• Only Turkey, Bulgaria and Hungary have seen significant increases.
49
Measuring trust is a tricky endeavour given its multidimensionality and contextuality. While a wide array of studies track trust in the media and other institutions or businesses across markets worldwide, they apply different methodologies and definitions.
The following section collects inspiring insights from recent international research on trust and implications for media organizations.
50
The questions used in trust surveys differ considerably, partly explaining contradictory results on whether trust in media is shrinking or on the rise – and highlighting how multidimensional “trust” is. Reuters research shows that not surprisingly, citizens tend to put somewhat higher trust levels when explicitly asked about news they use compared to news in general (see page 16). However, lower trust does not automatically imply less usage.
. EBU Media Intelligence Service – Trust in Media 2020
ASKING THE RIGHT QUESTION
“Please indicate your level of agreement with the following statements: I think you can trust most news/most news I consume/news in social media/news in search engines most of the time.”
“For each of the following media and institutions, please tell me if you tend to trust it or tend not to trust it.”
“To what extent, if at all, do you trust each of the following to be a reliable source of news and information? And how much, if at all, would you say your level of trust in each of the following has changed over the past five years?
“How trustworthy do you think news from the following brands is? Please use the scale below, where 0 is ‘not at all trustworthy’ and 10 is ‘completely trustworthy’. ”
Reuters Digital News Report Eurobarometer
Ipsos Global Advisor Reuters Digital News Report
“Below is a list of institutions/groups of people. For each one, please indicate how much you trust that institution/groups of people to do what is right.”
Edelman Trust Barometer
“In general, how much trust do you have in the coverage of the news media of the following?”
Förtroendebarometern (Swedish Trust Barometer)
Research reveals that there is a significant trust gap between the wealthier and more educated part of the public and the rest of the population, the former placing considerably more trust in institutions such as the media. Similar effects often occur when mapping levels of trust geographically.
“Those with a higher level of education are more likely to trust media across all channels.”
Ipsos (2019): In Media We Trust? How our views of the media are changing
“It’s not that trust has been broken, it’s that we are deeply divided on trust: the fortunate few have far higher levels of trust in the system than the many. And the gap is getting wider. (…) While trust in institutions among the informed public (…) has been rising and is now at an all-time high, trust in those same institutions among the mass population has flatlined. The result? The trust gap between the elites and the people has nearly tripled in size.”
Edelman (2020): 20 Years of Trust
“And we must also make use of markets and social insurance in order to ensure that the economy performs well for everyone and protects most people from being exposed to dangerous, trust-destroying economic and social risks. This is probably why the liberal-democratic, capitalist welfare-states, such as the Nordic countries, have the highest levels of social and political trust. There is a positive feedback loop between these institutional structures and social and political trust generally.”
Knight Foundation (2018): Social and Political Trust: Concepts, Causes and Consequences
“Our findings around trust are more complex, as public service media are often among the most trusted sources of news, but also in many cases are less trusted by people on the political right and people with populist attitudes.”
Reuters Institute (2019): Old, Educated, and Politically Diverse: The Audience of Public Service News
WHO TRUSTS?
“In other words, people with low trust in the news media don’t want it to be fundamentally different – they just want it to be better.”
Richard Fletcher (2020): Trust will get worse before it gets better
“We want people to be general political trusters and specific political distrusters.”
Kevin Vallier (2018): Is Trust possible in a Polarized Age?
“Low levels of trust seem to be a chronic issue, rather than a very new acute one.”
Ipsos (2019): Trust – the Truth?
“Our findings suggest not so much a crisis of trust as a crisis of media. (…) Where there is a decline in trust, perceived or actual, we should view this as an opportunity for media conglomerates to renegotiate their own relationships with their audiences.”
Ipsos (2019): In Media We Trust? How our views of the media are changing
“It’s a moment of great opportunity. A time for us to redouble our commitment to trust in media and stand up for integrity in news like never before.”
Tony Hall (2020): Trust in the age of disruption. Speech at the Global Business Summit
!A CRISIS OF TRUST?
APPENDIX: COUNTRY CODES
TRUST IN MEDIA 2020 DATASET
A comprehensive collection of the charts, tables and maps used for Trust in Media 2020.
TRUST IN MEDIA INFOGRAPHIC
For key statistics and illustrations related to Trust in Media 2020 take a look at the infographic.
MARKET INSIGHTS TRUST IN MEDIA 2020 SLIDE DECK
TRUST IN MEDIA 2020 SLIDE DECK
If you would like to delve deep into the figures, take a look at the MIS Trust in Media dataset and explore the development of Net Trust in the media in the EU member states and candidate countries since 2009.
COVID-19 CRISIS PSM IMPACT ON MEDIA MARKETS (EBU Members only)
This report covers the most relevant areas affected by the crisis. Take a look at the impact the virus is having on the media market:
NEW COVID-19 SERIES Your Media Intelligence Service has launched a dedicated COVID-19 series covering the most relevant areas affected by the crisis. The goal of this series is to help EBU Members navigate through these unprecedented times.
Keep up to date here.
COVID-19 CRISIS PSM AUDIENCE PERFORMANCE
Take a look at how audiences are turning to public service media news for trusted and reliable content.
April 2020
DISTRIBUTION / CONFIDENTIALITY
This publication is intended for public distribution. The information may be freely quoted if the source is clearly stated.
For detailed guidelines about how you may use this document and the data contained in it, please refer to our EBU-MIS Data Use Policy (available at www.ebu.ch/mis).
DISCLAIMER:
Please note that the EBU is not liable for any errors or inaccuracies in data provided by third parties
Photo credits: Unsplash
MEDIA INTELLIGENCE SERVICE
This publication is available to download at www.ebu.ch/mis
This report is published by the European Broadcasting Union’s Media Intelligence Service (MIS).
MIS provides Member broadcasting organizations with the latest market data, research and analysis needed to plan their future strategies and stay ahead of the game.
Our experts cover a broad range of topics, including TV and radio trends, new media developments, market structure and concentration, funding and public policy issues.
[email protected]

Date post:	16-Jan-2022
Category:	Documents
Upload:	others
View:	1 times
Download:	0 times

Trust in Media 2020 - medienorge

Documents