Journalists believe the public trusts traditional media 22% less than in 2016

Ogilvy investigates fake news

Ogilvy’s Global Media Influence Survey has uncovered that that journalists believe that the public’s trust in traditional media as a source for news has declined 22% since 2016.

It may come as no surprise that this coincides with the election of Donald Trump who has bandied allegations of fake news around. The study of 350 journalists found that traditional and social media will have to collaborate to help rebuild the trust. As result, overall trust in traditional media has declined from 72% in 2016 to 50% this year.

It also found that an overwhelming majority of journalists (68%) believe it is the responsibility of both the news industry and social media giants, like Facebook, to combat media “echo chambers”. Furthermore, only 24% of those surveyed believe it is the individual responsibility of consumers to diversify their news sources.

Jennifer Risi, worldwide chief communications officer at Ogilvy, said: “Traditional news outlets are alive and well, but their partnerships with social media will have to continue to evolve.

“It is increasingly clear that traditional media will have to collaborate across channels, and those integrations with social media will be key to their ability to drive authentic, transparent communications going forward.”

The number of journalists expecting to see more collaboration between traditional and social media moving forward increased to 38%, up from 24% in 2017. This exceeds the belief that consumers will grow more willing to pay for their news from verified sources (26%).

Furthermore, when asked to look five years ahead, journalists said they predict Artificial Intelligence will be the most adopted media innovation (51%) more so than augmented reality (37%).

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