Research shows: building on trust is essential
IPG, Sanoma and Mediabrands have done research to the trust in the media. Fake news, objectivity from journalists and the independence of the media is taken into doubt. Also the belief in brands decreases. In this research 1.000 peoples in the age of 15-65 year in the Netherlands are interrogated to their trust in media channels and the messages are distributed through these channels.
Social media, bankers and political parties are losing trust
The research shows that elderly are particularly critical. Since the economic crisis in 2009 it is a matter of course that the bankers have come in a bad light. Political parties are because of the increasing openness easier to control and are in the spotlights. And on social media is demonstrated that the messages spread through these channels, are fake or can not be trusted.
What is tested?
The summary shows, that in the research is asked for the trust in concepts such as social media, the internet, newspapers, TV-channels, magazines and a personal variable ‘my partner’. The last one is obviously most trustable. If we look further we see that there is an increased interest to the source of the message. Either, where does this message come from? Is it a fake message? The attention of the source is a sign that the sender has become important (also influencer on social media). And the trust in the channel decreases.
The thesis of Marshal McLuhan ‘the medium is the message’ is being underminded. McLuhan wanted to make clear that the medium in which or on which the information is presented, is decisive for the image and awareness. The research shows that the source becomes more important.
The importance of the reliable source
But with some extra attention to the source and losing trust from elderly in traditional channels we cannot clearly distract that the old media still gains more trust than new media. In particular the different age groups requires a clear and profound analysis to draw these generic conclusions.
It is clear that the importance of a reliable source has become more important in a world where the channels can spread not checked and fake news. To keep the trust from the audience as a brand it is important to keep spreading honest and reliable messages. Or with inserting people with a high degree of credibility and trust.