The shift in trust

The BBC and Reuters published Trust in The Media (PDF) today:

A major 10-nation public opinion poll exploring Trust in the Media has found that even though the media is more trusted than the national government in half the countries surveyed, significant numbers of people are switching news sources because they do not trust the information they receive.

Fully 28 percent of the people polled report abandoning a news source in the past year because of lack of trust in its content. While the poll shows that overall trust in the media has remained relatively stable over the past 4 years, it also reveals clear trust winners and losers among different news media.

Internet news sources appear to be winning audiences as a result of loss of trust in traditional sources — especially young urban men. However, just as many people distrust blogs as trust them.

I think this research is highly complementary to other research on shifts in trust, especially the Edelman Trust Barometer (PDF) published in March, which asked people about their level of trust in institutions like media, business and government:

[…] [it] also asks people what are their most trusted sources for accurate and honest information. By far the most profound finding of the 2006 Trust Barometer is that in six of the 11 countries surveyed, “a person like yourself or your peer” is seen as the most credible spokesperson about a company. 

The BBC/Reuters research report was published to coincide with the We Media conference which opened in London today and continues tomorrow. The event is sponsored by the BBC and Reuters, among others.

See the We Media Blog for running event commentary. Hugh Fraser at Blog Relations is posting with some deeper insights into what’s going on at the event.

Neville Hobson

Social Strategist, Communicator, Writer, and Podcaster with a curiosity for tech and how people use it. Believer in an Internet for everyone. Early adopter (and leaver) and experimenter with social media. Occasional test pilot of shiny new objects. Avid tea drinker.

  1. Ellee Seymour

    It’s interesting to know that this follows a 10 nation survey, not just the good old UK. I think in two years, online and blog news reports will have become increasingly popular.

    By the way Neville, I was reading an old posting from you regarding Margot Wallstrom and her blog, do you know of any other European Commissioners who blog? Her job is to increase communications and awarenes about the EU, that’s probably why she is doing it.

  2. neville

    One interesting thing, Ellee, is the low esteem in which blogs are generally held. I don’t think that’s suprising – still a relatively new medium. What’s perhaps more interesting is that blogs already figure in research like this.

    I’m not aware of any other EU Commissioner who is blogging. A search on the EU website turns up only Commissioner Wallstrom.

Comments are closed.