A global ‘Trust in News’ study, conducted by Kantar, shows that the prevalence of fake news has strengthened the public’s reliance on mainstream news media.
The report, which surveyed 8 000 individuals across Brazil, France, the United Kingdom and the United States of America about their attitudes to news coverage of politics and elections, finds:
1. The efforts to brand ‘mainstream news media’ as ‘fake news’ have largely failed. The reputation of traditional print and broadcast media outlets has proven more resilient than social media platforms and online only news outlets, primarily as a result of the depth of coverage being delivered.
2. Audiences are becoming more widely informed and sophisticated in their engagement with, and evaluation of, news content.
3. The public retain a belief that journalism is key to the health of democracy – but have become more skeptical. Specifically, in both in Brazil and USA, where a significant percentage of the population believe ‘fake news’ impacted the outcome of their most recent elections.
Who do we trust?
The reputational fallout of the ‘fake news’ phenomenon has been predominantly borne by social media and messaging platforms, and ‘online only’ news channels. Print magazines, at 72%, are the most trusted news source, closely followed by the other traditional outlets of print newspapers and TV and radio news. Only one in three recognize social media sites and messaging apps as a trusted news source. ‘Online only’ news outlets are trusted by half of the population, significantly less than their print and broadcast brethren. Interestingly, the online presence of print and broadcast media are trusted slightly less than the originating titles and channels.
Social media and messaging platforms have sustained significant reputational damage as a source of trusted news. News coverage of politics and elections on social media platforms (among which Facebook is dominant with 84% usage in the preceding week) and messaging apps (of which Whatsapp is the most used) is ‘trusted less’ by almost sixty percent of news audiences (58% & 57% respectively) because of the ‘fake news’ phenomenon. ‘Online only’ news outlets also sustained significant reputational damage in this respect: ‘trusted less’ by 41% of news audiences.
Print titles have proved more resilient, experiencing a smaller loss of trust, with print magazines and newspapers both ‘trusted less’ by 23% of audiences. However, both categories also experienced similar increases in trust in their coverage (23% and 17% respectively). Print media nets out with more than three quarters of news audiences trusting them ‘the same’ or ‘more than’ before the ‘fake news’ phenomenon. 24-hour news channels also retain a strong position as a trusted source with 78% of news audiences trusting them ‘the same’ or ‘more than’ before the ‘fake news’ narrative.
Across all four surveyed countries, 46% of news audiences believe ‘fake news’ had an influence on the outcome of their most recent election. This was most pronounced in Brazil – where 69% believed fake news had an impact, and the USA where 47% believe there was an influence. There is though some recognition that companies like Facebook and Google are taking steps to tackle ‘fake news’. (13% of UK news audiences claiming to have seen efforts vs a third of Brazilians, 16% in France and 22% in the US).
News consumption habits are evolving.
The news-reading public are becoming a more widely informed audience. 40% of news audiences have increased the number of news sources they use compared to 12 months prior. ‘All online’ has overtaken television as the primary source of news (figure 3). With under 35 year olds, social media – despite its reputational issues –almost matches television as a source of news (65% Vs 69%).
The news audience is additionally becoming a more thoughtful audience. Contrary to ‘news filter bubble’ or ‘echo chamber’ narratives, we find 40% of social media users explore alternate views to their own and almost two thirds worry that ‘personalization’ will create a ‘news filter bubble’. More than three quarters of news consumers claim to have independently fact-checked a story, while 70% have reconsidered sharing an article – worried that it might be fake news. On the flip side, almost one in five admit to sharing a story after reading only the headline.
The Kantar ‘Trust in News’ survey conducted representative sample surveys of 2,000 individuals each in Brazil, France, the United Kingdom and the United States of America. A more complete summary of the survey can be found on Kantar Insight pages, along with access to the full report.
Eric Salama, CEO, Kantar
“Traditional news media have largely defended itself against the “fake news” accusations and continue to enjoy high levels of trust among news audiences. The challenge now is for those companies to monetize that loyalty and we’ve identified some routes for them to explore. Traditional news media need to have the confidence to invest in their brands, while devising flexible subscription models for younger generations of consumers who have grown comfortable with subscription models. Trust in News will prove a rich source of insight for all news providers trying to navigate this societally-important and fast-changing market.”
Sir Martin Sorrell, CEO, WPP
“I am pleased to see Trust in News confirm that brand recognition is still a key driver for direct engagement between news brands and consumers. We know the major social media companies have started to address the ‘fake news’ problem. In quantifying the extent to which ‘fake news’ has damaged the reputations of social media brands as sources of news, this study reinforces how important that work will be moving forward.”
Welcome to world of 2099
The world of 2099 will be unrecognisable from the world of today, but it can be predicted, says one visionary. ARTHUR GOLDSTUCK met him in Singapore.
Futuristic structures tower over the landscape. Giant, alien-looking trees light up with dazzling colours amid the hundreds of plant species that grow up their trunks. Cosmetic stores sell their wares via public touch-screens, with products delivered instantly in drawers below the screens.
This is not a vision of the future. It is a sample of Singapore today. But it is also an inkling of the world we may all experience in the future.
Singapore was the venue, last week, of the World Cities Summit, where engineers, politicians, investors and visionaries rubbed shoulders as they talked about the strategies and policies that would enhance urban living in the future.
As part of the Summit, global payment technologies leader Mastercard hosted a small media briefing by one of Singapore’s leading thinkers about the future, Dr Damian Tan, managing director of Vickers Venture Partners. The company’s slogan “We invest in the extraordinary,” offers a small clue to Tan’s perspective.
“We look as far forward as 2099 because, as a venture capital firm, we invest in the long term,” he tells a group of journalists from Africa and the Middle East. “Companies explode in growth because there is value in the future. If there is no growth, they won’t explode.”
The big question that the Smart Cities Summit and Mastercard are trying to help answer is, what will cities look like in the year 2099? Tan can’t give an exact answer, but he offers a framework that helps one approach the question.
“If you want to look at 81 years into the future, and understand the change that will come, you need to double that amount and look into the past. That takes us to 1856. The difference between then and now is the difference you can expect between now and 2099.”
Click here or on the page link below to read on: Page 2: Soldiers and Health in 2099.
- Arthur Goldstuck is founder of World Wide Worx and editor-in-chief of Gadget.co.za. Follow him on Twitter on @art2gee and on YouTube
Street art goes electric
Kaspersky Lab and British street artist D*Face have unveiled the first-ever “art helmet” design at the Formula E finale for electric cars in New York.
The ‘Save The World’ helmets will be raced by DS Virgin Racing’s drivers, Sam Bird and Alex Lynn, as they traverse the New York street circuit during the final races of the Formula E season.
The announcement signals the first art helmet by a Formula E team, continuing the heritage of art in motorsport and the cybersecurity brand’s commitment to contemporary art, creativity and innovation. D*Face took inspiration from Kaspersky Lab’s tagline, “A Company To Save The World”, and hopes that his colourful work will inspire people to take positive action.
D*Face will announce his first-ever art car design with a custom-made livery for the DS Virgin Racing Team. Its design will be released at the “Art Goes Green” event after Saturday’s race. The helmets and art car are the latest installations in the “Save the World” collection, following a major permanent public mural that was installed in Brooklyn, New York, in May.
D*Face, whose real name is Dean Stockton, said: “It is exciting to work with Kaspersky Lab on this project and create art with a real message of hope for a better future. After all, this is our world and we need to look after it. It will take every one of us to make a real lasting, impactful change. I love the mentality of the DS Virgin Racing Team and that of Formula E by showcasing sport in a way that doesn’t harm the environment, but is still just as exhilarating and fun.
“It is time for us all to stand together and make a change… be that stopping data steals, climate change, plastic waste or using damaging fuels. I want everyone to make a pledge to do one thing that will help make a change.”
As a sponsor of DS Virgin Racing Team, Kaspersky Lab is responsible for protecting the team’s devices against cyber threats. The company sees the technical environment in the global sport of Formula E as the next frontier in furthering its research and development of new technologies to keep vehicles secure in the digital world.
Sylvain Filippi, Managing Director at DS Virgin Racing, said: “The whole team fully supports this great initiative and our thanks got to Kaspersky and D*Face for their collaboration. It’s an honour to have such an innovative artist bring his talents to bear in our team ahead of the season-finale; the car, drivers’ crash helmets and mural all look amazing.”
Aldo Fucelli Pessot del Bo, Head of Global Partnerships and Sponsorships at Kaspersky Lab added: “There is a need for innovation on a global scale, both in contemporary art and in the fast-growing sport of Formula E. Now, for the first time ever, Kaspersky Lab is proudly bringing together the two sectors in an effort to Save the World and unleash creativity, encourage freedom of expression and further innovation.”