Trust in Media 2020 - horizont.net
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TRUST IN MEDIA 2020
Transcript of Trust in Media 2020 - horizont.net
TRUST IN MEDIA 2020
CONTENTS
ABOUT THIS PROJECT
METHODOLOGY
KEY FINDINGS
TRUST IN MEDIA ACROSS EUROPE
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
APPENDIX: COUNTRY CODES
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T
METHODOLOGY
Eurobarometer
Net Trust Index
Reuters Institute Digital News Report 2020
ABOUT THIS PROJECT
What is trust?•
•
•
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How is it measured?
•
•
•
•
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Net Trust Index = ‘Tend to trust’ – ‘Tend not to trust’
KEY FINDINGS
The trust gap between
broadcast and online
media persists
Radio and TV continue to be
the most trusted media
throughout Europe. Radio is
most trusted in 73% of
European countries surveyed,
TV in another 9%.
By contrast, social networks
are least trusted in 85% of the
countries. The internet and
social networks continue to
receive much lower trust
levels than traditional media.
Low perceived pressure
on PSM goes along with
trust in news
The more citizens perceive
PSM in their country to be free
from political pressure, the
higher the level of trust in the
information provided by
national media. Independent
PSM are a key element of a
credible news media
landscapes.
High trust in PSM news
during times of crisis
Scoring as most trusted news
brand in 17 European markets,
PSM rank among the most
trustworthy sources of COVID-
19 information, too.
In general, news organizations
along with governments
received considerable trust
during the peak of the
lockdown. However, trust
levels will likely drop again
with the return of political
debates and polarization after
the initial shock of the crisis.
Press freedom correlates
with trust in radio and TV
The higher the level of trust in
a country's radio and TV, the
higher press freedom tends to
be in that country.
The strong correlation
suggests that in the European
context, citizens' trust in
broadcast media is closely
connected with a free and
independent media landscape.
vs.
NEWS
PSM
KEY FINDINGS
Social networks are
trusted the least
Social networks are by far the
least trusted media across
Europe. In 28 of 33 countries,
social networks are the media
that people trust the least.
Only in five South Eastern
European countries, other
media are even less trusted.
While social networks are
widely used to get information
about COVID-19, the gap
between usage and the trust
expressed is particularly high.
Trust is complicated
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.
Investigating on, investing in
and renegotiating trust are
key performance markers for
quality media such as PSM.
Traditional media receive
more trust than politics
EU citizens only trust their
national army and police more
than radio. TV and the written
press rank in the middle third,
slightly less trusted than the
legal system or public
administration.
The internet scores just
slightly better than national
governments and parliaments,
whereas only political parties
are less trusted than social
networks.
Trusted news means less
concern about
misinformation
PRESS
In countries with high levels of
trust in national news, citizens
are less likely to perceive false
information as a problem.
There is a strong negative
correlation between the
perceived trustworthiness of
information provided by
national media and the
perception of misinformation
as a problem within the
country.
TRUST IN MEDIA
ACROSS EUROPE
LEVELS OF
TRUST IN MEDIA
VARY
SIGNIFICANTLY
ACROSS EUROPE
TRUST IN MEDIA
••
RADIO IS THE
MOST TRUSTED
MEDIUM IN
EUROPE
MOST TRUSTED MEDIA
••
SOCIAL
NETWORKS ARE
LEAST TRUSTED
IN ALMOST ALL
OF EUROPE
LEAST TRUSTED MEDIA
••
AT EU LEVEL,
TRADITIONAL
MEDIA ENJOY
HIGHER TRUST
LEVELS
TRUST IN MEDIA IN THE EU
••
•
PRESS
BROADCAST
MEDIA ARE MOST
TRUSTED IN THE
EU
2019 NET TRUST INDEX IN THE EU
•
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NET TRUST INDEX = ‘% of people who tend to trust’ – ‘% of people who tend not to trust’
AVERAGE NET TRUST IN THE MEDIA = -9
PRESS
EVOLUTION OF THE NET TRUST
INDEX IN THE EU
NET TRUST INDEX = ‘% of people who tend to trust’ – ‘% of people who tend not to trust’
•
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THE TRUST GAP
BETWEEN
TRADITIONAL
AND ONLINE
MEDIA
PERSISTS
PRESS
TRADITIONAL
MEDIA ARE MORE
TRUSTED THAN
POLITICAL
INSTITUTIONS
TRUST IN MEDIA VS. TRUST IN OTHER
INSTITUTIONS (EU Net Trust Index, 2019)
NET TRUST INDEX = ‘% of people who tend to trust’ – ‘% of people who tend not to trust’
AVERAGE NET TRUST ACROSS THESE INSTITUTIONS = -4
•••
Strong positive correlation
•
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TRUST IN
RADIO AND TV
COMES ALONG
WITH PRESS
FREEDOM
PRESS FREEDOM vs. TRUST IN
BROADCAST MEDIA
TRUST IN NEWS
•
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TRUST IN NEWS
IS IN DECLINE
TRUST IN NEWS WORLDWIDE
PSM NEWS ARE
MOST TRUSTED
IN 65% OF
MARKETS
MOST TRUSTED NEWS BRANDS
•••
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EUROPEAN
CITIZENS TEND
TO TRUST PSM
NEWS THE MOST
TRUST IN NEWS: RANKING OF
MOST TRUSTED PSM BRAND (2019)
≥
TRUST IN NEWS
IS HIGHEST IN
THE NORDICS
TRUST IN NATIONAL NEWS
•
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≥
EU28
Strong negative correlation
•
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HIGH TRUST IN
NEWS MEANS
THAT CITIZENS
ARE LESS LIKELY
TO PERCEIVE
FAKE NEWS
AS A PROBLEM
TRUST IN NATIONAL NEWS vs.
CONCERN ABOUT MISINFORMATION
PERCEIVED
POLITICAL
PRESSURE ON
PSM IS LOWEST
IN THE NORDICS
PERCEIVED POLITICAL PRESSURE ON PSM
•
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≥ ≤
•
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POLITICAL PRESSURE ON NATIONAL
PSM vs. TRUST IN NATIONAL NEWS
LOW PERCEIVED
PRESSURE
ON PSM
MEANS MORE
TRUST IN
NATIONAL NEWSStrong positive correlation
TRUST IN NEWS
AND COVID-19
•
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THE TRUST GAP
IS PARTICULARLY
HIGH FOR
SOCIAL
NETWORKS
NEWS SOURCES WORLDWIDE: THE
USE-TRUST-GAP (April 2020)
•
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TV IS
CONSIDERED
A TRUSTWORTHY
SOURCE FOR
NEWS ABOUT
THE VIRUS
TRUSTED SOURCES DURING
THE COVID-19 CRISIS (European markets, April 2020)
•
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NEWS
ORGANIZATIONS
ARE MORE
TRUSTED THAN
ONLINE
PLATFORMS
TRUST IN COVID-19 NEWS SOURCES (April 2020)
••
TRUST IN THE
GOVERNMENT
AND NEWS
ORGANIZATIONS
HAS DECLINED
OVER TIME
FOCUS ON THE UK:
TRUST IN COVID-19 SOURCES
CITIZENS TURN TO
PSM FOR
RELIABLE
INFORMATION
TRUST IN PSM DURING THE CRISIS
PSM ARE SEEN AS
TRUSTWORTHY
SOURCES OF
INFORMATION
ABOUT THE
OUTBREAK
TRUST IN PSM DURING THE CRISIS
TRUST IN RADIO
TRUST IN RADIO
79% OF
EUROPEAN
COUNTRIES
TRUST RADIO
•
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TRUST IN RADIO1-year evolution
(2018-2019)
TRUST IN RADIO
IS HIGHEST IN
NORTHERN AND
CENTRAL EUROPE
•
•
Net Trust
TRUST IN RADIO
TRUST IN RADIO
SHOWS A
POSITIVE TREND
•
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TRUST IN TV
TWO THIRDS OF
EUROPEAN
COUNTRIES
TRUST TV
•
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TRUST IN TV
TRUST IN TV IS
HIGHEST IN THE
NORDICS
•
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1-year evolution
(2018-2019)
TRUST IN TVNet Trust
TRUST IN TV
TRUST IN TV
REMAINS RATHER
STABLE
•
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TRUST IN THE
WRITTEN PRESS
TRUST IN THE WRITTEN PRESS
MOST EUROPEAN
COUNTRIES TEND
TO TRUST THE
PRESS
•
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TRUST IN THE
WRITTEN PRESS
IS LOWEST IN THE
UK
•
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1-year evolution
(2018-2019)
TRUST IN THE WRITTEN PRESSNet Trust
TRUST IN THE WRITTEN PRESS
TRUST IN THE
WRITTEN PRESS
INCREASED IN
MORE THAN HALF
OF EUROPEAN
COUNTRIES
•
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TRUST IN THE
INTERNET
TRUST IN THE INTERNET
ONLY 9
EUROPEAN
COUNTRIES
TEND TO TRUST
THE INTERNET
•
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TRUST IN THE INTERNET
EASTERN
EUROPEANS
TRUST THE
INTERNET THE
MOST
•
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Net Trust1-year evolution
(2018-2019)
TRUST IN THE INTERNET
TRUST IN THE
INTERNET
DECLINED IN 91%
COUNTRIES
•
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TRUST IN SOCIAL
NETWORKS
TRUST IN SOCIAL NETWORKS
97% OF
COUNTRIES
DO NOT TRUST
SOCIAL
NETWORKS
•
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TRUST IN SOCIAL NETWORKS
ONLY A FIFTH OF
EU CITIZENS
TRUST SOCIAL
NETWORKS
•
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Net Trust 1-year evolution
(2018-2019)
TRUST IN SOCIAL NETWORKS
TRUST IN SOCIAL
NETWORKS HAS
DIMINISHED
IN MOST OF
EUROPE
•
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TRUST: IT’S
COMPLICATED
ASKING THE RIGHT QUESTION
Reuters Digital News Report Eurobarometer
Ipsos Global AdvisorReuters Digital News Report
Edelman Trust Barometer
Förtroendebarometern (Swedish Trust Barometer)
Ipsos (2019): In Media We Trust? How our views of the media are changing
Edelman (2020): 20 Years of Trust
Knight Foundation (2018): Social and Political Trust: Concepts, Causes and Consequences
Reuters Institute (2019): Old, Educated, and Politically Diverse: The Audience of Public Service News
WHO TRUSTS?
Richard Fletcher (2020): Trust will get worse before it gets better
Kevin Vallier (2018): Is Trust possible in a Polarized Age?
Ipsos (2019): Trust – the Truth?
Ipsos (2019): In Media We Trust? How our viewsof the media are changing
!A CRISIS OF TRUST?
Reuters Digital News Report 2020
AL
AT
BE
BG
CY
CZ
DE
DK
EE
ES
FI
FR
GR
HR
HU
IE
IT
LT
LU
LV
ME
MK
MT
NL
PL
PT
RO
RS
SE
SI
SK
TR
UK
APPENDIX: COUNTRY CODES
OTHER MATERIAL ON TRUST IN MEDIA
TRUST IN MEDIA 2020 DATASETTRUST IN MEDIA INFOGRAPHIC
TRUST IN MEDIA 2020
TRUST IN MEDIA 2020 SLIDE DECK
PUBLICATION
Produced by:
Dominik Speck
April 2020
Updated in June 2020
DISTRIBUTION / CONFIDENTIALITY
This publication is intended for public
distribution. The information may be
freely quoted if the source is clearlystated.
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
Ver.2
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
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