First, in many, but not all, of our countries, we see a growth of media partisanship. Instead of representing all parts of a community, news organisations increasingly take sides, run campaigns,
and drive agendas. In many cases these agendas are hidden, representing the interests of powerful political or commercial interests. To some extent this has always been true, but social and digital media has made this more apparent. This is no longer just played out on the opinion pages, but has started to bleed into the news itself. Our open-ended responses show these biases and agendas represent the biggest single reason for low media trust.
Second, many people no longer see the media as representing the interests of ordinary people, particularly the young and those on low incomes. Given fast-changing and increasingly multi-cultural societies, there is a problem of representation in newsrooms, in terms of age, gender, class, political outlook, and ethnic background. For many people, the news media is seen as part of the establishment elite, biased, or just out of touch.
Third, the changing economic models are seen as lowering journalistic standards. Intense competition for attention is changing the type of stories that are commissioned and the way headlines are written, misleading and confusing audiences. In television news, the drive for ratings, and the drive for clicks on the internet, is viewed as rewarding sensationalist, emotive, and partisan news. Accuracy is often a casualty as newsrooms strive to be first. Audiences have noted these changes and have drawn their own conclusions.
Fourth, the growth of the internet and the rise of social media has created a world in which multiple perspectives have become the norm. The sheer abundance of information can create confusion as much as clarity. On any story, people are routinely exposed to different opinions and alternative facts, whereas previously they might have stuck to a single source. This, in turn, has led people to question the integrity of news organisations that had previously been beyond reproach. Politicians and bloggers use social media to further question the motivations of journalists and news organisations – in a further cycle of mistrust.
Given the speed and scope of these changes, it is not surprising that trust in journalism has fallen overall. But it is worth noting that not everyone is complaining. Many respondents base their express trust in news on core professional principles and practices of sourcing, verification, and commitment to finding facts and reporting them. These values are clearly still important for many news users, even when people often feel journalists and news media fall short of them. Furthermore, digital and social media have provided a vast range of new perspectives, and the ability to communicate and discuss the news across the world. Many of our respondents are deeply sceptical about the news – mistrustful even – but they are also better informed and enjoy access to a much wider range of sources. Nobody in our open-ended responses said they wanted to go back to a world with a small number of sources. Perhaps falling trust is an inevitable consequence of the increased range and availability of news and the greater opportunities to participate. Perhaps we need to consider discounting some trust in favour of scepticism and a focus on news literacy.