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 1. Data

February 17, 2023


AMERICANS’ TRUST IN NEWS CONTINUES TO DECLINE, SAYS NEW SURVEY

Americans' trust in news continues to fall according to a new survey from the
Knight Foundation and Gallup.

By Aisha Majid


CNN and Fox News apps on a mobile phone.
 * 
 * 
 * 
 * 

A record number of Americans view the news media in an unfavourable light,
according to a new study on trust in news. 

The report, American Views, Part II, by the non-profit Knight Foundation and
polling company Gallup, found that 26% of Americans have a favourable opinion of
the news media. This is the lowest level since Gallup and Knight jointly began
tracking attitudes in 2017. 

According to the report, more than half (53%) of the 5,600 adult Americans
surveyed view the media unfavourably. While down from the record highs of 2020,
this means that more than twice as many Americans hold an unfavourable opinion
of news media than those who view it positively.




Previous studies have shown that Americans’ trust in the news media is affected
by perceptions of news organisations’ accuracy, bias and transparency.

The new report said however that there is a “disconnect between newsrooms’
efforts to rebuild the public’s trust and the continued decline of confidence in
that effort”. To that end, the study looked specifically at the difference
between practical and emotional aspects of trust in news. Many people, said the
report, believe that news organisations deliberately mislead the public, leading
to a lack of “emotional trust” in news, despite believing that news
organisations have the capacity to report accurately and fairly.


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According to the report, higher trust in news is linked to more willingness to
pay for news, more trust in democracy and feeling more able to navigate the
current media environment. Some 84% of Americans with high emotional trust in
national news organisations said that although they thought that news was not
entirely free of bias, they felt able to sort out the facts. 

“This data offers further evidence that sustainable journalism begins and ends
with trust,” said Knight Foundation president Alberto Ibargüen. “We believe a
citizenry that trusts the news is more informed, more engaged and better
prepared to participate meaningfully in our democracy.”



The survey also found significant differences in emotional trust levels between
national and local news. More than twice as many Americans (44%) have higher
emotional trust in local news than in national news (21%). 

While the majority of people believe that journalists at national news
organisations are competent, respondents expressed concern about the intentions
of national reporters and felt that they cared less about the impact of their
world. Only 35% of people surveyed said that most national news organisations
care about how their reporting affects society, culture and politics. Half (50%)
said that most national news organisations intend to mislead, misinform or
persuade the public. 

Trust in local news organisations was higher. 53% said that most local news
organisations care about the impact that their reporting has on their community.
Just under half of people (47%) said that most local news organisations care
about the best interests of their audience, with a similar proportion (44%)
saying that local news organisations do not aim to mislead or misinform the
public. 

As previous studies have shown, Democrats were much more likely to say they
trusted news organisations than Republicans. Trust in news has, however, fallen
among people of all political affiliations. People who claim to have no
political affiliation were most likely to report decreased levels of trust in
news – with the percentage saying they had an unfavourable opinion of news
rising from 48% in 2019 to 66% in 2022.

Overall opinion of news media in the US today

Source: Knight Foundation/Gallup

Younger Americans were also more likely to hold negative perceptions of the news
media than older citizens. There were differences by race too. White and
Hispanic Americans were twice as likely to report low emotional trust in
national news (45% and 41%, respectively) compared to Black Americans (21%). 

The findings have important implications for the financial outlook of new
organisations. The study found that higher emotional trust in news is linked to
a higher likelihood of having paid for news in the past and more chance of
choosing to pay for it in the future. Some 35% of Americans with high emotional
trust in national news said that they had paid for news in the past, with 25%
expressing that they would pay for news in the future.

An overwhelming majority (90%) of Americans with low emotional trust in national
news believed that most news organisations prioritised their own financial
interests over those of the public and wider societal well-being.

Survey respondents were more willing to pay for news content from organisations
that they felt balanced their business needs with public interest.

The situation for local news was less dire. Higher levels of trust in local news
meant that respondents expressed higher levels of willingness to pay for it –
particularly to outlets that respondents felt did not have the resources to
report the news accurately and fairly. While 23% said they would pay for local
news, this rose to 45% for outlets respondents felt had fewer resources and
capacity.

The report also looked at how Americans get their news, with nearly half (47%)
saying they preferred to get most of their news online. This group were,
however, less likely to have faith in news. Just 15% of online news users said
they had high levels of emotional trust in the news, compared to 25% who get
their news daily from television. 

Trust in news was also linked to respondent's favoured outlets. 45% of viewers
of cable outlets such as Fox News, CNN or MSNBC reported low levels of emotional
trust in national news, compared to viewers of network news such as ABC or CBS
(17%). Users of smaller news sources (those outside the top 20 most commonly
used) said they trusted news particularly little, with 70% reporting low
emotional trust in national news organisations.

The study also found a link between level of news consumption and trust. More
than half (55%) of people who said they do not pay much attention to news
reported low emotional trust in news. Among those who reported paying no
attention at all to local news, 44% had low emotional trust in local news – half
as many have high trust (22%).







Topics in this article : CNN , Fox News
 * 
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Email pged@pressgazette.co.uk to point out mistakes, provide story tips or send
in a letter for publication on our "Letters Page" blog


AISHA MAJID

Aisha Majid is a data journalist at Press Gazette and New Statesman, having
joined New Statesman Media Group in October 2020. Previously she worked at the
Telegraph as a data journalist and freelanced for various titles.



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FUTURE OF MEDIA EXPLAINED 33: PAYWALL STRATEGIES FOR 2023

PG Podcast

PODCAST 32: BEYOND ROLLING NEWS WITH SKY NEWS


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