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1、Strategies for Building Trust in News:What the Public Say They Want Across Four Countries_Sayan Banerjee,Camila MontAlverne,Amy Ross Arguedas,Benjamin Toff,Richard Fletcher,and Rasmus Kleis NielsenTRUST IN NEWS PROJECTSTRATEGIES FOR BUILDING TRUST IN NEWS:WHAT THE PUBLIC SAY THEY WANT ACROSS FOUR CO

2、UNTRIESDOI:10.60625/risj-2pym-4a081Contents About the Authors 2Acknowledgements 2 Executive Summary and Key Findings 31.No One-Size-Fits-All Solution 9 2.Building Trust Through Aligning Editorial Content to What the Public Cares Most About 193.Building Trust Through Transparency Initiatives 354.Buil

3、ding Trust Through Focusing on Management,Ownership,andStaffing465.Building Trust Through Deeper Engagement with the Public 59Conclusion 66References 70Technical Appendix 74 THE REUTERS INSTITUTE FOR THE STUDY OF JOURNALISM2About the Authors Dr Sayan Banerjee is a Postdoctoral Research Fellow at the

4、 Reuters Institute working on the Trust in News Project and is an Assistant Professor in Political Science at Texas Tech University.His research interests are in the area of misinformation and political communication,political behaviour,ethnic politics,and South Asian politics.He holds a PhD in Gove

5、rnment from the University of Essex.Dr Camila MontAlverne is a Postdoctoral Research Fellow who works on the Trust in News Project.She holds a PhD in Political Science from the Federal University of Paran,Brazil.Her main research interests are in the area of political communication,focusing on polit

6、ical journalism,media trust,and media and elections.Dr Amy Ross Arguedas is a Postdoctoral Research Fellow who works on the Trust in News Project.She obtained her PhD in the Department of Communication Studies at Northwestern University in 2020.Beforepursuingherdoctorate,Amyworkedasajournalistforfiv

7、eyearsattheCostaRicannewspaper La Nacin.Dr Benjamin Toff leads the Trust in News Project as a Senior Research Fellow at the Reuters Institute and is an Assistant Professor at the Hubbard School of Journalism&Mass Communication at the University of Minnesota.He received his PhD in Political Science f

8、rom the University of Wisconsin-Madison and a bachelors degree in Social Studies from Harvard University.He was a Postdoctoral Research Fellow at the Institute from 2016 to 2017.Prior to his academic career,Dr Toff worked as a professional journalist,mostly as a researcher at the New York Times from

9、 2005 to 2011.Dr Richard Fletcher is the Director of Research at the Reuters Institute and a principal investigator of the Trust in News Project.He is primarily interested in global trends in digital news consumption,comparative media research,the use of social media by journalists and news organisa

10、tions,and,more broadly,the relationship between technology and journalism.Professor Rasmus Kleis Nielsen is the Director of the Reuters Institute and Professor of Political Communication at the University of Oxford.He is a principal investigator of the Trust in News Project.He was previously Directo

11、r of Research at the Reuters Institute.His work focuses on changes in the news media,political communication,and the role of digital technologies in both.He has done extensiveresearchonjournalism,Americanpolitics,andvariousformsofactivism,andasignificantamount of comparative work in Western Europe a

12、nd beyond.Acknowledgements For their assistance in conducting this research,the authors thank Katharine Mullings,Claire Preston,Chloe Snook,and Claire Yetton from Ipsos,as well as Jacob Nelson,Kyser Lough,Joy Mayer,Jacob Nelson,Sora Park,and Sue Robinson,who contributed their perspectives and expert

13、ise as we developed our survey questionnaire.We are also grateful to Kate Hanneford-Smith,Alex Reid,Rebecca Edwards,and Louise Allcock for helping to move this project forward and keeping us on track,along with the rest of the research team at the Reuters Institute for their feedback and input on th

14、is manuscript.Published by the Reuters Institute for the Study of Journalism with the support of the Meta Journalism Project.2023.3STRATEGIES FOR BUILDING TRUST IN NEWS:WHAT THE PUBLIC SAY THEY WANT ACROSS FOUR COUNTRIESExecutive Summary and Key FindingsWhat does the public want and expect from news

15、 media when it comes to trustworthy journalism?For the last three years,the Reuters Institutes Trust in News Project has investigated this question through a mix of survey research,in-depth qualitative interviews and focus groups,and other techniques,examining audience attitudes across the Global So

16、uth(Brazil and India)and Global North(the United Kingdom and the United States).One of our mostconsistentfindingshasbeenthedegreetowhichtheanswertothisquestionvariesnotonly across countries but within these diverse and pluralistic societies.While there are facets of news that people across these mar

17、kets often share in common most,for example,say they want and expect coverage to be fair,accurate,and impartial what is likely to increase trust for some groups in practice may only undermine it for others,since perceptions around what is fair,accurate,and impartial are often subjective and shaped b

18、y broader preconceptions many hold about what it is that journalists do.That makes adopting effective solutions particularly complex.In this report we focus our attention squarely on the question of what news organisations could do to respond to declining trust,a growing trend in many places around

19、the world(Newman et al.2023),and the varying ways in which different groups in these countries think about these strategies.Through a new round of survey data collected across these four countries,we focus on what the public says is likely to work(and not work)to rebuild their trust where it has bro

20、ken down,orcultivateitwhereithasnevertakenroot.Althoughweacknowledgethereisawidegapbetween saying one is open to various trust-building strategies in the abstract and whether such approaches will work in practice in the real world especially given the variety of rival concerns and interests competin

21、g for the publics attention empirical evidence about what people say they want is an essential piece of the puzzle when it comes to formulating effective solutions.As has been a guiding principle throughout this project,we believe it is critical to take what the public says they want seriously rathe

22、r than,as is often the case,for journalists and publishers to rely solely on their own intuitions when it comes to how best to move forward however much of that intuition may be in alignment with what their audiences tell them.After all,news organisations are far more likely to hear from those at th

23、e extremes,who already trust them or likely never will,than the far larger segment of the public who are often far less interested in what it is that journalists do than in how their work can make their lives better or at least not worse.Whatwefindinthesedataisthattherearenosimplesolutions,evenas,mo

24、reencouragingly,wealsofindthatmuchofthepublicsaystheyareopenandreceptivetoavarietyofapproaches.While many favour efforts towards more transparency,a reduction in bias,and better alignment of editorial coverage to concerns that impact peoples everyday lives,there are also some differences between gro

25、ups in terms of what they would prefer to see news outlets prioritise.This is especially the case with respect to newsroom diversity and concerns over one-sidedness of coverage,where audiences often hold different points of view about the nature of these problems and what should be done to address t

26、hem.Likewise,although many say they are interested in news organisations taking steps to better engage with audiences,soliciting feedback,and involving them more deeply in news reporting practices,those most interested and already trusting towards news tend to be most receptive to such initiatives a

27、nother consistent theme THE REUTERS INSTITUTE FOR THE STUDY OF JOURNALISM4throughoutseveralpartsofthisreport.Ourfindingsputinsharpreliefthelargerchallengefacing news organisations when it comes to these efforts:the most cynical and distrusting segments of the public tend to view all news outlets thr

28、ough a similarly negative lens,minimally differentiating between sources regardless of what steps to build trust they might take.To reach these more sceptical parts of the public may require not only adopting some combination of the strategies explored here but also concerted efforts to better commu

29、nicate what strategies are being employed and why.While many say they are open to trusting news organisations that take steps outlined in this report,convincing audiences that these efforts are authentic,substantial,and likely to be sustained over time is far from automatic.Individual news outlets m

30、ust make that case directly in both their actions and the ways they communicate with the broad public,including those who are generally part of their audience and those who are not.Varying approaches to building trustOur 2023 survey questionnaire covers four different kinds of trust-building strateg

31、ies that some newsrooms have embraced,drawing on our previous interviews and roundtables with practitioners(Toff et al.2020;Toff et al.2021a).These strategies range from editorial practices including efforts towards more solutions-focused or constructive coverage(see Lough and McIntyre(2023)for a re

32、view of these concepts),transparency efforts(see Karlsson 2020;Koliska 2022;Masulloetal.2022),managementandstaffingissues,includingthosearounddiversity,equity,and inclusion that came up in our last report(Ross Arguedas et al.2023),to efforts to engage and communicate directly with the public the foc

33、us of a growing area of scholarship in academic circles as well as among a variety of reform-minded news outlets(see Robinson 2023;Schmidtetal.2022;Wenzel2020).Thesefourthematicareasaresummarisedinthefigurebelow.Four Approaches to Building Trust with the PublicEditorial StrategiesTransparencyBetter

34、aligning the topics covered and subjects of news stories to what the public say they want from trusted news outletsFocusing on communicating ethical standards and newsroom policies as well as reducing apparent conflicts of interest and bias12ManagementEnsuring journalistic independence and ownership

35、 structures that reduce public scepticism as well as improving diversity amongst newsroom staffEngagementTaking initiative to ensure the public feels heard,involving them in the production of news,and responding to their feedback435STRATEGIES FOR BUILDING TRUST IN NEWS:WHAT THE PUBLIC SAY THEY WANT

36、ACROSS FOUR COUNTRIESWhileitwouldmakeforamorestraightforwardsetoffindingshadwefoundaclearconsensusamong audiences coalescing around a preferred approach,instead the portraits of the publics in these countries that we have captured through these surveys offer a much more mixed outlook.Each of these a

37、pproaches,interconnected as they are,appeals to different segments of the public,offering both glimmers of hope as well as the stark realities around the challenge of connecting with the most disengaged and distrusting audiences,for whom the value and utility of news tends to be far from top of mind

38、.Like the societies we are studying here,the public remains divided in its own preferences around what they would like to see news organisations prioritise doing to establish relationships built on trust.Asweshowoverthenextfivechaptersofthisreport,inwhichweteaseoutthedifferencesineach of these areas

39、 one by one,in many cases the publics attitudes about news are intertwined with deeper social cleavages in these countries.Often these revolve around politics,especially in the US,which is of course highly polarised along partisan lines.But just as salient for many are divides around social class,ra

40、ce,caste and religion,and other areas,only some of which we are able to focus on in this report.News media and journalism as an institution is often seen as not only mirroring these broader divisions in society but also,in some cases,accentuating them throughreportingthatoftenfixatesontheseconflicts

41、ratherthanhelpsresolvethem.Background on this reportThe Reuters Institutes Trust in News Project aims to understand the contours of trust in news across places in different media and political contexts,with a focus on ways to improve trust in independent journalism where it has fallen.Following our

42、previous reports,we focus on two countries in the Global South(Brazil and India)and two in the Global North(the UK and the US).These countries,despite their geographic,social,political,and cultural differences,share many commonalities;most importantly,they are all demographically diverse and divided

43、 democracies,all facing unique challenges to their democratic political systems,and all places in which digital platforms are increasingly shaping the ways citizens access and engage with news.This report builds directly on previous reports from the project based on earlier surveys fieldedineachofth

44、esefourcountries(MontAlverneetal.,2022;Toffetal.2021b)aswellasqualitative focus groups conducted earlier this year with historically underrepresented and underserved audiences,which formed the basis of an additional report published in Spring 2023(Ross Arguedas et al.2023).These past instalments hav

45、e explored a range of factors contributing to declines in trust in news,including those that can be traced to digital platform use,politics,andgrowingindifferencetowardsnewsamongdisengagedaudiences.Inthisfinalreport from the Trust in News Project,we focus here on possible solutions that newsrooms mi

46、ght employ in response to these factors.By doing so,we hope to provide insight into how news media could stem the tide of declining trust where it has fallen and offer empirical evidence around how audiences think about various strategies aimed at winning over their trust.1Followinglastyearsendeavou

47、r,weonceagainworkedintandemwiththeresearchfirmIpsosto survey approximately 2,000 respondents per country using nationally representative samples 1 See Fisher et al.2021 for a similar effort to examine audience perspectives on trust-building strategies in Australia.THE REUTERS INSTITUTE FOR THE STUDY

48、 OF JOURNALISM6thatconsideredage,gender,region,andotherdemographicfactorsspecifictoeachcountry.In Brazil and India,surveys were conducted face to face in all major regions of the country.We placedparticularimportanceonconductingfieldworkinpersoninBrazilandIndiatoaccountfor the racial,ethnic and geog

49、raphic diversity of the population,which is typically not fully captured by online survey samples(Scherpenzeel 2018).In the UK and the US,where internet penetrationismorewidespreadandnearlyubiquitous,onlinesurveyswerefieldedusingquota-based samples from panels intended to mirror the national demogra

50、phics of the online populations in those countries.Survey questionnaires were crafted by the authors of this report to measure respondents attitudestowardsvariousnewsroomstrategiesthatcouldpotentiallyinfluencepublictrustinnews.The questions focus on four types of newsroom strategies,which we have ou

51、tlined in the previous section.For many of these items we drew on prior research,which we cite throughout thereportwhererelevant.Wealsoaskedquestionsonpoliticalaffiliationandpartisanintensity,and standard demographic questions such as age,income,education levels,working status,race,ethnic identity,a

52、nd so forth.The questionnaire took on average approximately 20 minutes to complete online,and slightly longer to complete face to face.The surveys in Brazil and India were conducted across major geographic regions,with the interviews taking place in Portuguese in Brazil,and in Hindi and nine other m

53、ajor regional languages in India.We offer furtherinformationaboutthemethodsusedforsamplingandfieldworkforthesurveysinthetechnical appendix.While we see value in asking audiences directly about how they view these matters,we also stress that self-reported attitudes like these are no guarantee of futu

54、re behaviour.That is,just because audiences say they welcome certain initiatives or strategies,there is no guarantee that newsrooms that implement them will see an impact on levels of trust,use,or engagement.People are not always aware of what shapes their perceptions,attitudes,or behaviours especia

55、lly when it comes to unconscious factors.For that matter,while we mainly focus on average responses to our questions in each of the four countries,we have also sought to highlight differences where relevant among subpopulations in each country.After all,as we havearguedelsewhere,aone-size-fits-allap

56、proachtobuildingtrustisunlikelytobesuccessfulinallcases.Infact,asourfindingsindicate,thereareinsomeinstancesimportanttrade-offsaround journalistic approaches that may be very welcome by some segments of the public but viewed more negatively by others.SummaryofkeyfindingsBelowweofferabriefsynopsisoft

57、hemajortakeawaysfromthisyearssurveys.Inthefivechaptersthatfollow,wefirstexaminethebroadercontextaroundlevelsoftrustinnewsinthese four countries,followed by next detailing attitudes about each of the four trust-building approaches that were the focus of our inquiry this year.The least trusting toward

58、s news also tend to see no differences between news outlets.While levels of trust in news overall have declined in all four countries,it is often lowestamongthesubsetofthepublicwhousenewstheleastfrequently,reflectingthedegree to which trust is often linked to habitual use of news.Those who access ne

59、ws 7STRATEGIES FOR BUILDING TRUST IN NEWS:WHAT THE PUBLIC SAY THEY WANT ACROSS FOUR COUNTRIESmost frequently,regardless of mode,are also most likely to see at least minor differences betweennewsorganisationsintheirtrustworthiness.Incontrast,asmallbutsignificantsubset of the public in all four countr

60、ies do not differentiate between most news outlets in terms of their trustworthiness.These groups also tend to be the most sceptical of trust-building initiatives,underscoring the importance of communicating distinct brand identities.Minimal consensus around what trust-building strategies news organ

61、isations ought to prioritise.When asked to choose among the approaches news outlets might embrace to gain or regain their trust,different groups in each country say they would be most receptive to different initiatives.On the one hand,this suggests all four approaches we focus on in this report hold

62、 promise for building trust with at least some of the public.On the other hand,it is less obvious how news organisations ought to proceed.These findingspointtotheimportanceoftailoringstrategiestospecificaudiencepreferencesandneeds,ratherthantakingaone-size-fits-allapproach.The already trusting are g

63、enerally most receptive to trust-building efforts.While the public generally say they look favourably towards many initiatives designed to foster trusting relationships,these approaches typically appear most effective at deepening trust among those who already hold positive attitudes about journalis

64、m and tend to be most interested in news.Changing the minds of the broader public,including those who do not trust news,may require convincing people of the value and relevance of news altogethertoestablishafirmerfoundationfortrusttotakeroot.Editorial strategies for building trust appear to resonate

65、 most in the UK and the US,and somewhat less so in Brazil and India.While audiences in all four countries say they would welcome changes in news coverage,including more attention paid to regular,everyday people,more solutions-focused coverage,and less sensationalism andinaccuracy,overallevaluationso

66、fperformanceinmanyspecificcoverageareasisgenerally fairly positive,which suggests that the link between editorial content and trust isnotalwaysstraightforward.Wealsofindmeaningfulvariationintermsofhowmuchemphasiscertainaudiencesubgroupsplaceonspecificconcerns,suchasmakingnewsmore inclusive with resp

67、ect to the range of diverse voices featured,or reducing emphasis on subjects that may cause social division.Audiences rank transparency highly as a strategy for building trust,especially about ownership and funding but also editorial practices and ethical standards.Despitewidespreadagreementaboutthe

68、importanceoftransparency,wealsofindsomewhat divergent views about whether news organisations are committed to treating all sides fairly and different expectations about such coverage which suggests varying receptivitytotransparencyinitiativesinpractice.Wealsofindsomeevidenceofpotentialbackfireeffect

69、s,withsomeinterpretingeffortstobetransparentabout,forexample,correcting errors in reporting,as evidence mainly of sloppiness or carelessness.THE REUTERS INSTITUTE FOR THE STUDY OF JOURNALISM8 Most place blame for problems in news coverage at the management and ownership level.Individual journalists

70、are often perceived as doing the bidding of owners and leaders who are guided by ulterior commercial or political agendas.Additionally,audiences express a preference for more inclusive funding models for news organisations that include the public as stakeholders through individual subscriptions(Braz

71、il,the US,and the UK)or public funding through taxes(India).Some forms of funding(such as advertising or donations)tend to be viewed more suspiciously in ways that vary by media environment.Diversifying newsrooms is widely viewed as important for increasing trust,but we find less consensus around wh

72、at aspects of diversity ought to be prioritised.Achievingmorerepresentativestaffingamongstjournalistsintermsoftheirpoliticalviews and economic class backgrounds often ranks highest,ahead of racial/ethnic or gender diversity.However,these aggregate results mask important differences within countries,

73、with more marginalised groups typically prioritising diversity in areas seen as less critical to broader majorities.Despite these sometimes divergent perspectives,few say that news organisations focusing on diversity in any area is likely to reduce their trust.Many see current efforts to engage the

74、public as lacking and say they would be more likely to trust news outlets that do more to listen to and connect with audiences.Engagement initiatives such as those that involve soliciting feedback and involving the public more in the production of news were viewed positively in all four countries;ho

75、wever,those most interested in participating in such efforts tend to be concentrated mainly among those who are already trusting of news and those with relatively more resources available in terms of time and money.Reaching the more indifferent public through these types of efforts may prove more ch

76、allenging.9STRATEGIES FOR BUILDING TRUST IN NEWS:WHAT THE PUBLIC SAY THEY WANT ACROSS FOUR COUNTRIES1.No One-Size-Fits-All SolutionWe begin by presenting the larger landscape of trust in news across these countries to establishthecontextforthefourareaswefocusonintheremainderofthisreport.Wefirstexami

77、ne differences across the four countries in terms of how the public evaluates trust in newsingeneral,andthenmorespecificallywhatpeoplesaytheywantnewsorganisationstoprioritise when it comes to gaining or regaining their own trust.Whatwefindisevidenceofcontinuederosionintrustinnewsingeneralinthesecoun

78、tries,but there is also considerable variation within each country in terms of how much people differentiate between news organisations as individual brands.Those who are least trusting towards news in general tend also to be those who are least interested in news overall and consume it the least fr

79、equently regardless of mode(print,television,online,etc.).They are also the most likely to view all news outlets as largely synonymous with one another,whereas thosewhoaremostselectivelytrustingaresignificantlymorelikelytotrustinformationinthe news in general.People in different countries also have

80、somewhat different views about what they would like to see news organisations prioritise when it comes to their strategies around building trusting relationships with the public.While efforts around transparency tend to elicit the most support overall,those in Brazil are most cynical about any trust

81、-building initiatives,and those in India are more likely to say they would prioritise engagement efforts and editorial strategies compared to the UK and the US.Trust in news is lowest among those least interested in newsThere are considerable debates about the best way to measure trust in news.2 Whi

82、le many people,including journalists and those perhaps most likely to be reading this report,evaluate individual news outlets differently,offering up a range of considerations when they evaluate different aspects of the news media,for many others,how they feel about news is far less complicated.As w

83、e have emphasised in past reports focusing on in-depth interviews with audiences(Toff et al.2021c)and audience surveys(Toff et al.2021b),for large portions of the public news is rarely top of mind.Trust and distrust often comes down to an intuitive judgement rooted in a sense of familiarity and conn

84、ection,or lack thereof.This variation among the public makes consistently quantifying levels of audience trust in news particularly challenging.These caveats aside,as we have in previous reports for this project,we once again measure trust in news in general in all four countries by asking in a broa

85、d manner how respondents think about information in the news media,a form of the question advanced by a number of comparative news audience researchers(see Strmbck et al.2020).2 For scholarly overviews see,for example,Schiffrin(2019)and Fawzi et al.(2021).THE REUTERS INSTITUTE FOR THE STUDY OF JOURN

86、ALISM10Bythismeasure,comparedtoourpreviousresultsonthismeasurein2021,wefinddeclinesintrustacrossallfourcountries,andbysignificantmarginsinBrazilandtheUK,wheretheunique circumstances of the political environments in each of these countries may have contributed to further undermining of trust in insti

87、tutions.In Brazil,just 39.8%say they trust news somewhat or completely,a level on par with what we found in the UK this year(38.3%).By contrast,we found higher levels of trust in the US(47.1%)and India(65.6%),although both were also declines from our survey a year ago.3 India is particularly an outl

88、ier when it comes to the very limited proportion of the public(16.1%)who say they do not trust information in the news media very much or at all.These relatively high levels of trust persist alongside an increasingly contentious environment for press freedom in India(see Ram 2023).Whiledeclinesintru

89、stinparticularcountriesdiffertosomeextentfromfindingsintheReutersInstitute Digital News Report(Newman et al.2023),4 the overall pattern of declining trust is broadly consistent with general trends in many places around the globe.More revealing than thesegeneralresults,wefindlargeandconsistentgapsint

90、rustwithincountriesgapsthattend to correspond to overall levels of interest in news(Fig.1.1).A majority of respondents who say they are more interested in news also say they somewhat or completely trust information,levels that far outpace the degree of trust among those less interested(22%in the UK,

91、23%in theUS,and31%inBrazil).TheIndianpublicis,again,moretrustingbyasignificantmargineven a majority of those less interested in news still say they tend to trust it.Figure 1.1:Interest in news is highly associated with having more trust in news in generalPercentage who trust information in the news

92、media somewhat or completely among those more versus less interested in newsTRUST_GEN.Generally speaking,to what extent do you trust,or not trust information from the news media in Brazil/India/the UK/the US.Q4.How interested,if at all,would you say you are in news?Less/more interested in news:Brazi

93、l=837/486,India=732/671,UK=432/1,145,US=432/1,024.Note:More interested in news includes those who say they are extremely and very interested,whereas less interested in news includes those who say they are slightly or not at all interested.Thereareadditionalcountry-specificdifferencesaroundtrustinnew

94、sinvolvingkeydemographicsubgroups,whichwealsofindtendtomirrorandreflectsocialcleavagesspecificto each of these environments.In India,for example,while there are higher levels of trust in general,Upper Castes are the most trusting of information from the news media,with relatively lower levels as we

95、go down the social ladder,with Other Backward Classes about three percentage points lower and Scheduled Castes and Scheduled Tribes each also more than3 Forcomparison,usingthesamesurveyproviderin2022withtheirsameapproachtosamplingandfieldwork,wefoundmuchhigher levels of trust in news in general in B

96、razil(46%),India(77%),the UK(53%),and the US(49%).4 There are several reasons for these discrepancies.The Trust in News Project uses a different survey provider that makes different determinations around how they achieve a representative sample.Whats more,by using face-to-face interviewing in Brazil

97、 and India,the survey population examined in this report includes respondents who may not have internet access,which is a considerable portion of the samples in both of these countries(14%in Brazil and 26%in India in our surveys).Additionally,the specificquestionsaroundtrustinnewsemployedinthesesurv

98、eysaredifferentfromoneanother,withtheDigital News Report 2023 asking to what extent audiences can trust most news most of the time.Brazil31%53%India56%79%UK22%51%US23%61%Less interestedin news|More interested in news|0%10%20%30%40%50%60%70%80%TRUST_GEN.Generally speaking,to what extent do you trust,

99、or not trust information from the news media inBrazil/India/the UK/the US.Q4.How interested,if at all,would you say you are in news?Less/more interested innews:Brazil=837/486,India=732/671,UK=432/1,145,US=432/1,024.Note:More interested in newsincludes those who say they are extremely and very intere

100、sted,whereas less interested in news includes thosewho say they are slightly or not at all interested.11STRATEGIES FOR BUILDING TRUST IN NEWS:WHAT THE PUBLIC SAY THEY WANT ACROSS FOUR COUNTRIEStenpercentagepointslesstrusting.Acrossallcountries,wealsofindthatthewealthyhavehigher levels of trust in ne

101、ws media than those who are economically less well off.5Those who access news more frequently tend to be more trustingAs we and others have previously demonstrated,there is a clear association between using news more frequently(regardless of what mode or what platform)and trust in news in general,al

102、though the correlation is not perfect(see Tsfati and Cappella 2003).Daily habitual consumers of news are more trusting of information from the news media than infrequent news users and those whose contact with news is rare or non-existent.This pattern is consistent across most forms of news in all f

103、our countries,although it is most apparent in the UK and the US and somewhat less pronounced in Brazil and India.For both of these countries,the relatively weaker levels of trust among users of print news is related to differences in the cultures around news consumption in each country.In India,for

104、example,literacy levels haveasignificantimpactonlocalnewspaperreadershipandinBrazilnewspaperstendtobeclustered mainly in big cities(see Reis 2023).5 The differences are 26%in the UK between those earning less than 15,000 per year compared to those earning more than 45,000 per year.In the US,the gap

105、is 25%between those earning less than$15,000 per year and those earning more than$70,000 per year;and in India 15%between those earning less than 10,000 rupees per year and those whose earnings are more than50,000rupeesannually.AlthoughthegapissmallerandnotstatisticallysignificantinBrazil,at2.5%betw

106、eenthehighestand lowest earners,there,too,wealthier respondents were more likely to say they trust information in the news media in general.THE REUTERS INSTITUTE FOR THE STUDY OF JOURNALISM12Figure 1.2:Trust in news tends to be higher among those who use news more often Percentage who trust informat

107、ion in the news media somewhat or completely among those who use each type of news daily,less than daily,or neverTRUST_GEN.Generally speaking,to what extent do you trust,or not trust information from the news media in Brazil/India/the UK/the US.Q3a.Many people access news in different ways.Thinking

108、about your own news habits,how often,if at all,do you.Base:Varies by country as a proportion of the full sample:Brazil=2,000,India=2,050,UK=2,179,US=2,000.Inadditiontoaskingabouttrustinnewsingeneral,wealsoaskedspecificallyabouttrustinnews on distinct online platforms,and here we see even larger gaps

109、 in trust related to how frequently individuals use these sources of information to get news(Fig 1.3).Wide differences are especially apparent for the most engaged news consumers when it comes to trusting news from search engines and social media platforms.In both cases India is an outlier,where 72%

110、of daily news users trust the news they receive from both of these mediums even higher than news websites and messaging apps.A wide gulf exists for this metric between India and the Figure 1.2:Trust in news tends to be higher among thosewho use news more oftenPercentage who trust information in the

111、news media somewhat or completely among those who useeach type of news daily,less than daily,or neverUses mode daily for newsUses mode but less often than dailyNever usesBrazilPrint(Newspaper or magazine)Audio(Radio or podcast)TV(Local or national broadcast)TV(Cable)Online(Websites or Apps)Online(Me

112、ssaging Apps)Online(Search engines)IndiaPrint(Newspaper or magazine)Audio(Radio or podcast)TV(Local or national broadcast)Online(Websites or Apps)Online(Messaging Apps)Online(Search engines)UKPrint(Newspaper or magazine)Audio(Radio or podcast)TV(Local or national broadcast)Online(Websites or Apps)On

113、line(Messaging Apps)Online(Search engines)USPrint(Newspaper or magazine)Audio(Radio or podcast)TV(Local or national broadcast)TV(Cable)Online(Websites or Apps)Online(Messaging Apps)Online(Search engines)0%10%20%30%40%50%60%70%80%0%10%20%30%40%50%60%70%80%0%10%20%30%40%50%60%70%80%0%10%20%30%40%50%60

114、%70%80%TRUST_GEN.Generally speaking,to what extent do you trust,or not trust information from the news media inBrazil/India/the UK/the US.Q3a.Many people access news in different ways.Thinking about your own newshabits,how often,if at all,do you.Base:Varies by country as a proportion of the full sam

115、ple:Brazil=2,000,India=2,050,UK=2,179,US=2,000.13STRATEGIES FOR BUILDING TRUST IN NEWS:WHAT THE PUBLIC SAY THEY WANT ACROSS FOUR COUNTRIESother three countries.A plurality of daily news consumers in Brazil and the US trust news from social media platforms.Exceptionally,only 30%of daily news patrons

116、in the UK trust the news they get from social media platforms,while only 15%of more casual news consumers share the same perception.Figure 1.3:Large gaps in trust between frequent and non-users of online news modes Percentage who trust information from each type of online news source somewhat or com

117、pletely among those who use that mode daily,less than daily,or neverTRUST_ONLINE.Now thinking about information online,to what extent do you trust or not trust information from the news media when it appears on.?.Q3a.Many people access news in different ways.Thinking about your own news habits,how o

118、ften,if at all,do you.Base:Varies by country as a proportion of the full sample:Brazil=2,000,India=2,050,UK=2,179,US=2,000.People prioritise different strategies around building trustWe highlight the above differences to set the stage for what follows in this report because we want to emphasise the

119、degree to which audiences are far from uniform in what they expect of news and what they believe will help in garnering their trust.This variation is often closely related to how disconnected or disengaged audiences may already be from news altogether.As we have written previously(Toff et al.2021b),

120、this indifference towards journalism and its value totheirlivesisoftenalargerobstacletotrust-buildingeffortsingeneral,andwealsofindthattobethecaseinthisyearssurveywhenwedrilldownonspecificalinitiativesmoreclosely.Figure 1.3:Large gaps in trust between frequent and non-users of online news modesPerce

121、ntage who trust information from each type of online news source somewhat or completelyamong those who use that mode daily,less than daily,or neverUses mode daily for newsUses mode but less often than dailyNever usesWebsites/apps of news organisationsBrazilIndiaUKUSMessaging appBrazilIndiaUKUSA sear

122、ch engineBrazilIndiaUKUSSocial media(e.g.Facebook,Twitter,Instagram,TikTok,etc.)BrazilIndiaUKUS0%10%20%30%40%50%60%70%80%0%10%20%30%40%50%60%70%80%0%10%20%30%40%50%60%70%80%0%10%20%30%40%50%60%70%80%TRUST_ONLINE.Now thinking about information online,to what extent do you trust or not trust informati

123、on fromthe news media when it appears on.?.Q3a.Many people access news in different ways.Thinking about your ownnews habits,how often,if at all,do you.Base:Varies by country as a proportion of the full sample:Brazil=2,000,India=2,050,UK=2,179,US=2,000.THE REUTERS INSTITUTE FOR THE STUDY OF JOURNALIS

124、M14Thebulkofthisreportfocusesonfourapproachesidentifiedinourpreviousresearchasinitiatives that some news organisations have adopted as strategies to build and sustain trust with the public.These include:(a)editorial practices including efforts towards more solutions-focused or constructive coverage(

125、see Lough and McIntyre(2023)for a review of these concepts);(b)transparency efforts(see Karlsson 2020;Koliska 2022;Masullo et al.2022);(c)managementandstaffingissues,includingthosearounddiversity,equity,andinclusionthat came up in our last report(Ross Arguedas et al.2023);and(d)efforts to engage and

126、 communicate directly with the public the focus of a growing area of scholarship in academic circles as well as among a variety of reform-minded news outlets(see Robinson 2023;Schmidt et al.2022;Wenzel 2020).Whilemostofourquestionnairefocusesonfleshingouthowpeoplethinkabouteachoftheseapproaches,incl

127、uding how well news organisations are currently doing when it comes to these efforts and whether people believe each will impact their own sense of trust,we also included a question in the survey that asked respondents to state which of the four trust-building strategies they would most like to see

128、news organisations prioritise personally.We asked thequestion,artificialasitmaybe,toforcepeopletoweightrade-offsaroundeachoftheseapproaches,much as news organisations might need to do,given that newsroom resources are finiteandnoorganisationcanpursueeverystrategytheymightliketoadopt.When asked to co

129、nsider these trade-offs,however,we found no clear consensus among the publics in these four countries around which they themselves would prioritise.In other words,different people weigh these trade-offs differently.Audiences were relatively evenly divided(Fig.1.6).While some say they think news orga

130、nisations ought to attend most to editorial strategies namely,what topics news outlets cover and the people they focus on as well as transparency initiatives involving their standards and policies,others said they preferred initiatives related to their management,ownership,leadership,and hiring prac

131、tices.Still others said they preferred engagement initiatives pertaining to how news organisations involve the public in their reporting and respond to feedback.15STRATEGIES FOR BUILDING TRUST IN NEWS:WHAT THE PUBLIC SAY THEY WANT ACROSS FOUR COUNTRIESFigure 1.4:Audiences split on which kinds of eff

132、orts are most likely to impact their sense of trust Percentage who say each of the following areas is most likely to impact their sense of trust in news organisationsTRUST_PRIORITY.Thinking about the four areas we have asked about,which is most likely to impact your sense of trust towards news organ

133、isations?Base.Brazil=2,000,India=2,050,UK=2,179,US=2,000.Note:Excludes those who say they dont know.Transparency efforTs aTTracT highesT supporT,buT brazilians mosT pessimisTicOne of the more striking differences across countries we found was with respect to the percentage of people who said that no

134、ne of these efforts was likely to impact their sense of trust towards news organisations.In Brazil,43%selected this response.By comparison,and more encouragingly,the percentage who responded similarly was much lower in India(11%),the UK(18%),and the US(15%).This high degree of pessimism in Brazil no

135、twithstanding,efforts around transparency tended to elicit higher support relative to the other types of initiatives.This was especially the case in the US,where a quarter said they would prioritise it(23%),and in Brazil(16%),where it was the second most selected response after none of these.In the

136、UK,these efforts were even with initiatives related to management,ownership,leadership,and diversity(at 20%),although none of the differences across response categories were large.In India,audiences were relatively Figure 1.4:Audiences split on which kinds of efforts aremost likely to impact their s

137、ense of trustPercentage who say each of the following areas is most likely to impact their sense of trust in newsorganisationsBrazilIndiaUKUSWhat topics news organisations cover and the people they choose to focus onWhether news organisations are transparent about their journalistic standardsHow new

138、s organisations are managed,their ownership,leadership,and diversity amongst its journalistsHow news organisations engage with the public,gather ideas,and respond to feedbackNone of these is likely to change sense of trust towards news organisations8%20%15%18%16%19%20%23%8%13%20%18%10%20%14%17%43%11

139、%18%15%TRUST_PRIORITY.Thinking about the four areas we have asked about,which is most likely to impact your senseof trust towards news organisations?Base.Brazil=2,000,India=2,050,UK=2,179,US=2,000.Note:Excludesthose who say they dont know.THE REUTERS INSTITUTE FOR THE STUDY OF JOURNALISM16more likel

140、y to say they thought the topics and people that news organisations focused on would be most likely to impact their sense of trust(20%).scepTicism among Those who see few differences beTween news ouTleTsInanechoofourfindingswithrespecttotrustinnewsingeneral,thosewhohavealreadystrong,trusting relatio

141、nships with the news media also tend to be most receptive towards all four of these types of efforts a kind of virtuous circle dynamic.More worryingly,the reverse also appears true.For audiences to be open to trust-building initiatives,these results suggest thatthefoundationofpeoplesrelationshiptone

142、wsbesufficientlyintactforthoseeffortstohave much chance of taking hold.We see some evidence of this virtuous/vicious circle dynamic when we consider levels of what we have previously called selective trust(Toff et al.2021b).6 When we asked a question in the survey designed to measure the degree to w

143、hich audiences differentiate between sources they trustordonottrust,wefindasmallbutmeaningfulportionofthepublicsaystheyseenodifferences at all between news sources(Fig.1.5).Figure 1.5:Many in the US but fewer elsewhere see major differences between news outlets in their trustworthiness Percentage in

144、 each country who see major,minor,or no differences between news organisations in how trustworthy they areTRUST_SELECT.Thinking about organisations that report the news(e.g.via radio,TV,Newspaper,online)in Brazil/India/the UK/the US,which of the following comes closest to your view?There are major/m

145、inor/no differences between news organisations in how trustworthy or untrustworthy they are.Base:Brazil=2,000,India=2,050,UK=2,179,US=2,000.Those individuals who do not differentiate when it comes to selective trust in news also tend to be the least trusting towards news in general.This lack of diff

146、erentiation between news outlets was highest in India,where a combined 43%of the public responded that they either didnt 6 For scholarship on generalised distrust towards news,see Fletcher and Nielsen(2019)and Ternullo(2022).Figure 1.5:Many in the US but fewer elsewhere see majordifferences between

147、news outlets in their trustworthinessPercentage in each country who see major,minor,or no diferences between news organisations in howtrustworthy they areMajor differencesMinor differencesNo differencesDont knowBrazilIndiaUKUS28%38%23%12%19%38%22%21%33%40%14%13%47%33%12%9%TRUST_SELECT.Thinking about

148、 organisations that report the news(e.g.via radio,TV,Newspaper,online)inBrazil/India/the UK/the US,which of the following comes closest to your view?There are major/minor/nodifferences between news organisations in how trustworthy or untrustworthy they are.Base:Brazil=2,000,India=2,050,UK=2,179,US=2

149、,000.17STRATEGIES FOR BUILDING TRUST IN NEWS:WHAT THE PUBLIC SAY THEY WANT ACROSS FOUR COUNTRIESknow or saw no differences between news outlets.7 The percentages were smaller elsewhere,but roughly 1-in-4 or 1-in-5 in Brazil,the UK,and the US said they either did not know or saw no differences betwee

150、n sources.Only in the US did more people see major differences between news organisations compared to other response categories.8implicaTions for TrusT-building iniTiaTives:sTark challenges buT glimmers of hopeOntheonehand,theseresultssuggestthatalargemajorityofrespondentsfindthereareatleast some di

151、fferences in trustworthiness between news organisations in their country,which indicates that most people do differentiate at least to some degree between news outlets and may therefore be receptive to some efforts by news outlets to engage with them.In Brazil,the UK,and the US,the overall percentag

152、e who selected one of the four types of strategies was relatively high.At the same time,when we examine the relationship between selective trust and which approaches to trust-building audiences say they would prioritise,the clearest pattern that emerges is also the most challenging.Those who see no

153、differences between news outlets were also the most likely to say they felt that none of the approaches to trust-building were likely to work with them(Fig.1.6).Figure 1.6:Those who see no differences between news outlets are most sceptical of trust-building strategies Percentage who say none of the

154、 strategies provided is likely to change their sense of trust among those who do versus dont see differences between news organisationsTRUST_PRIORITY.Thinking about the four areas we have asked about,which is most likely to impact your sense of trust towards news organisations?TRUST_SELECT.Thinking

155、about organisations that report the news(e.g.via radio,TV,Newspaper,online)in Brazil/India/the UK/the US,which of the following comes closest to your view?There are major/minor/no differences between news organisations in how trustworthy or untrustworthy they are.Base:Those who see differences/no di

156、fferences:Brazil=1,297/460,India=1,201/455,UK=1,648/292,US=1,603/238.Note:Those who see differences includes both those who say there are major differences and there are minor differences.Theseresultsunderscorethedegreetowhichaone-size-fits-allapproachtotrust-buildingisunlikely to be successful.Buil

157、ding trust with the least engaged segments of the public,many of 7 Resultsonthismeasurecorrespondtosomedegreewithtrustinnewsingeneral.Thosewhodonottrustnewsaresignificantlymore likely to say they see no differences between news outlets.This view is particularly pronounced in India,where 35%of those

158、who do not trust news say there are no differences in trustworthiness among news outlets.Likewise,in the UK and the US,only 26%and 32%,respectively,of those who see no differences between news organisations say they trust information in the news media somewhat or completely,compared to 43%and 51%of

159、those who see minor or major differences.8 Levels of selective trust tend to be related to a degree with how much news audiences are routinely consuming.Those who use news more frequently are more likely to see major differences between news outlets,but this pattern is more pronounced in the US and

160、the UK and not all that clear in Brazil and India,except among those who use messaging apps to get their news.For example,34%of Brazilians who use messaging apps daily to access news think there are major differences in trustworthiness between news outlets,while only 29%and 24%of Brazilians think li

161、kewise among those who use messaging apps less than daily or not at all,respectively.In India,similarly,25%of those who use messaging apps to access news daily see major differences,compared to 17%of those who never use messaging apps.In the UK and the US,46%and 64%of daily online news users,respect

162、ively,see major differences compared to 36%(UK)and 45%(US)of less than daily online news consumers.Brazil43%49%India9%15%UK15%30%US12%32%Among thosewho seedifferences|Among those who see no differences|10%20%30%40%50%TRUST_PRIORITY.Thinking about the four areas we have asked about,which is most like

163、ly to impact your senseof trust toward news organisations?TRUST_SELECT.Thinking about organisations that report the news(e.g.viaradio,TV,Newspaper,online)in Brazil/India/the UK/the US,which of the following comes closest to your view?There are major/minor/no differences between news organisations in

164、 how trustworthy or untrustworthy theyare.Base:Those who see differences/no differences:Brazil=1,297/460,India=1,201/455,UK=1,648/292,US=1,603/238.Note:Those who see differences includes both those who say there are major differences andthere are minor differences.THE REUTERS INSTITUTE FOR THE STUDY

165、 OF JOURNALISM18whom do not see any difference at all between news outlets in terms of their trustworthiness,may require establishing,at the foundational level,that there is value to news and journalism even before they may begin to forge a relationship built on trust.For others,especially those who

166、consumenewsdailyandmayalreadyhavefinelytunedcuratedmediahabits,asweshowintheremainderofthisreport,manyhavequitespecificviewsabouthowbesttoservetheirneedsand establish a trusting relationship.Both dynamics are true,even though it means there is no single silver bullet to regain the publics trust.19ST

167、RATEGIES FOR BUILDING TRUST IN NEWS:WHAT THE PUBLIC SAY THEY WANT ACROSS FOUR COUNTRIES2.Building Trust Through Aligning Editorial Content to What the Public Cares Most AboutHaving established the overall landscape around trust in news in each of these countries,in thischapterweconsiderthepublicsatt

168、itudestothefirstoffourapproachestoincreasingtrustinnews.Thisfirstsetofapproachesfallsundertheumbrellaofwhatwecalleditorialstrategies efforts to focus on particular topics and content that best aligns with what audiences say they are looking for from trustworthy news sources.Webeginbyfirstexaminingho

169、wpeoplethinkaboutthecurrentmixofnewscoverageintheircountries.Wefindthataudiencestendtoseeonlylimitedeffortsbymostnewsorganisationsto focus on everyday,regular people,which some(although not all)say they would like to see more of compared to their current levels.This may strike some journalists as co

170、unter to their own perceptions or editorial values,but a tendency to focus on powerful elites in coverage may contribute to perceptions of news media as disconnected or even irrelevant to everyday,regular life.In fact,while large portions of the public in these countries do say they value the indepe

171、ndent watchdog role of the press scrutinising the actions of those in positions of power this is mainly the case for those most interested in politics but is often relatively less of a priority compared to other functions of the news media that people value.We also show that one kind of news that au

172、diences generally say they want to see more of is focused around solutions to problems as has been argued by proponents of solutions or constructive journalism(Lough and McIntyre 2023)rather than simply highlighting negative events in the world.Finally,we devote the last part of this chapter to cons

173、idering what audiences would prioritise changing about news content,with many expressing frustration about what they perceive as sensationalism,bias,and inaccuracy.These issues more than others,including lack of diverse voices or too many stories that cause social division,tend to elicit the most co

174、ncern;however,as we also show,different segments of the public in these countries harbour different priorities when it comes to these matters,complicating efforts to win over all audiences using the same editorial strategies.The public has mixed views about the current focus of most coverageWefindan

175、uancedportraitacrossthesefourcountriesintermsofhowthepublicthinksaboutthe current editorial focus of most news content.Many perceive that news coverage in these countries tends to be especially focused on elites in positions of power,rather than regular,everyday people.On balance,more express a pref

176、erence for increasing coverage of the latter,sayingtheywouldbemorelikelytotrustnewsthatdoesso.Atthesametime,wealsofindgenerally positive sentiments across the board in terms of the performance of the press in theircoverageofspecificeditorialsubjects.Thissuggeststhatthelinkbetweeneditorialstrategies

177、for building trust is far from straightforward.THE REUTERS INSTITUTE FOR THE STUDY OF JOURNALISM20many see news as especially focused on eliTes,wiTh less consensus on how iT should changeGenerally,people in all four countries say they believe news outlets tend to focus more on people in positions of

178、 power compared to everyday,regular people(Fig.2.1).Majorities say they think news media do so much more or somewhat more in Brazil(50%),the UK(55%),and the US(62%).In India,such perceptions are somewhat more mixed:just 30%say the news media focuses more on people in positions of power and 41%say th

179、ey believe news media devote equal attention to both groups.Figure 2.1:Larger percentages in all countries think news focuses more on people in positions of power Percentage who think news focuses more on people in positions of power versus regular,everyday peopleEDIT_ATTN_CUR.Thinking generally abo

180、ut most news today,do you think it focuses more on people in positions of power or regular,everyday people,or both equally?Base:Brazil=2,000,India=2,050,UK=2,179,US=2,000.Note:Excludes those who say both equally or dont know.At the same time,when asked whether news media should focus more on everyda

181、y,regular people,the picture becomes somewhat more mixed.Slightly higher percentages do say news organisations should focus more on regular,everyday people compared to the percentage who say they want more attention paid to people in positions of power(Fig.2.2).This pattern is consistent across all

182、four countries,although in Brazil respondents were less likely to express a preference for more coverage paid to elites.In all four countries,however,most say they want a balance of both kinds of coverage,with roughly half of respondents stating that they thought news media should focus on both ever

183、yday,regular people and people in positions of power equally.99 This percentage was highest in Brazil(62%),followed by the US(55%),the UK(51%),and India(49%).Figure 2.1:Larger percentages in all countries think newsfocuses more on people in positions of powerPercentage who think news focuses more on

184、 people in positions of power versus regular,everydaypeopleRegular,everyday peoplePeople in positions of powerBrazil13%50%India19%30%UK9%55%US9%62%EDIT_ATTN_CUR.Thinking generally about most news today,do you think it focuses more on people in positionsof power or regular,everyday people,or both equ

185、ally?Base:Brazil=2,000,India=2,050,UK=2,179,US=2,000.Note:Excludes those who say both equally or dont know.21STRATEGIES FOR BUILDING TRUST IN NEWS:WHAT THE PUBLIC SAY THEY WANT ACROSS FOUR COUNTRIESFigure 2.2:Support is slightly higher for focusing more on regular,everyday people rather than people

186、in power Percentage who think news should focus more on regular,everyday people versus people in positions of power EDIT_ATTN_PREF.In your view,should the news focus more on people in positions of power or regular,everyday people,or both equally?Base:Brazil=2,000,India=2,050,UK=2,179,US=2,000.Note:M

187、ore on people in positions of power includes those who say much or somewhat more on people in positions of power,whereas more on regular,everyday people includes those who say much or somewhat more on regular,everyday people.Excludes those who say dont know,neither,or both equally.When we asked audi

188、ences how well they thought news organisations in their countries covered various common topics,audiences also tended to be more uniformly positive about the current performanceofnewsmediawhenitcomestothesespecificareasofcoverageevenastherearestillsignificantminoritiesthatdonotthinkthesetopicsarecov

189、eredwell(Fig.2.3).Weaskedaboutfivetopicareasincluding(a)arts,entertainment,andculture,(b)localnews(localbroadlydefined),(c)crimeandothersecuritythreats,(d)governmentinitiativesandprogrammes,10 and(e)consumer tips about commercial products and services.We selected these topics based largely on the ki

190、nds of topics that came up most often as areas of either concern or personal importance to members of the public we have previously interviewed or included in focus groups(Ross Arguedas et al.2022;Ross Arguedas et al.2023).Figure 2.3:Majorities evaluate news coverage of specific topics favourably Pe

191、rcentage in each country who think news organisations do very or fairly well at covering each topicEDIT_TOPICS.Now thinking about the following topics covered in the news overall,how well,if at all,do news organisations in your country cover each of the following?Base:Brazil=2,000,India=2,050,UK=2,1

192、79,US=2,000.10 In focus groups we previously convened(Ross Arguedas et al.2023),this topic was one that Indian participants were particularly vocal about.Figure 2.2:Support is slightly higher for focusing more onregular,everyday people rather than people in powerPercentage who think news should focu

193、s more on regular,everday people versus people in positions ofpowerMore on regular,everyday peopleMore on people in positions of powerBrazilIndiaUKUS12%20%21%21%18%20%17%22%EDIT_ATTN_PREF.In your view,should the news focus more on people in positions of power or regular,everyday people,or both equal

194、ly?Base:Brazil=2,000,India=2,050,UK=2,179,US=2,000.Note:More onpeople in positions of power includes those who say much or somewhat more on people in positions of power,whereas more on regular,everyday people includes those who say much or somewhat more on regular,everydaypeople.Excludes those who s

195、ay dont know,neither,or both equally.Figure 2.3:Majorities evaluate news coverage of specifictopics favourablyPercentage in each country who think news organisations do very or fairly well at covering each topicBrazilIndiaUKUSArts,entertainment,and culture53%68%55%65%Local news(about your region,cit

196、y,or town)57%68%64%76%Crime or other security threats50%69%65%72%Government initiatives and programmes46%66%57%59%Consumer tips about products,deals,and services54%63%50%59%EDIT_TOPICS.Now thinking about the following topics covered in the news overall,how well,if at all,do newsorganisations in your

197、 country cover each of the following?Base:Brazil=2,000,India=2,050,UK=2,179,US=2,000.THE REUTERS INSTITUTE FOR THE STUDY OF JOURNALISM22Roughly two-thirds of respondents in India said they felt that the news media covered each of these topics fairly or very well.Percentages were similarly high,or ev

198、en higher,for categories like local news and crime and other security threats in the US,a country with considerably lower trust in news overall compared to India.11 Although slightly smaller proportions of the public in the UK and Brazil said the same,these generally positive results suggest that au

199、diences can perceive news media as doing fairly well on some aspects of their coverage,even as they ultimately judge the overall product more negatively.ediTorial sTraTegies and Their relaTionship To TrusTHaving established how audiences think about the current editorial focus of news media and thei

200、rperformanceincoveringvarioustopics,wenowmorespecificallyexaminetowhatextentsuch attitudes are linked to trust.Onthefirstofthesequestionsthetendencyfornewstofocusmoreonpeopleinpositionsofpowerandlessoneveryday,regularpeoplewefindthataudiencesaresomewhatmorelikely to say they would be more trusting t

201、owards news organisations that do more to focus on the latter than they currently are(Fig.2.4).When asked one by one whether focusing more on either of these groups would likely lead respondents to be more or less trusting towards newsorganisations,wefindingeneralmoreuniformlypositiveresponsesassoci

202、atedwithpaying greater attention to regular people,and somewhat larger percentages who say they would likely trust news organisations less that focus more on elites than they currently are.In Brazil,the UK,and the US,focusing more on people in positions of power was associated with higher percentage

203、s saying they likely would be less rather than more trusting(35%to 31%in Brazil,24%to 17%in the UK,and 32%to 21%in the US),although this dynamic was reversed in India,where 45%said they would be more likely to trust news organisations that focus more on elites.It is worth noting,however,that the mos

204、t common response in India was to say that neither editorial approach would likely affect levels of trust either way.Likewise,and in contrast to this,focusing more on everyday,regular people was associated withmorepeoplesayingtheyarelikelytotrustthenewsmore.Thisfindingisconsistentacross all countrie

205、s.US respondents were especially likely to say they would be more trusting of news outlets that focus more on regular people(49%),with only 9%saying such an editorial focus would likely reduce their sense of trust.This divide was smallest in Brazil,with 39%saying likely to be more trusting and 27%sa

206、ying the reverse.11 When we examined attitudes about crime coverage among respondents from different racial backgrounds,we found only minor differences in responses on this question.These results may be surprising in light of our previous qualitative research(Ross Arguedas et al.2023)as well as othe

207、r studies showing news coverage tends to overrepresent African Americans as perpetrators of crime(e.g.Dixon and Linz 2000a,2000b)and underrepresent them as victims of crime(e.g.Dixon and Williams 2015).We suspect the phrasing of our survey question,which combined crime and other security threats,may

208、 be partly the reason.We also suspect the broad survey questions may not capture the nuances of peoples attitudes on this topic,including differing expectations about how the news media ought to perform.23STRATEGIES FOR BUILDING TRUST IN NEWS:WHAT THE PUBLIC SAY THEY WANT ACROSS FOUR COUNTRIESFigure

209、 2.4:Larger percentages say they are more likely to trust organisations that focus more on regular people Percentage who say they are more versus less likely to trust news organisations that focus more on people in positions of power versus regular,everyday peopleEDIT_ATTN_TRUST.Thinking now about y

210、our trust in news organisations,to what extent are you more or less likely to trust news organisations that focus on the following?Base:Brazil=2,000,India=2,050,UK=2,179,US=2,000.Note:More likely to trust includes those who say they are much or somewhat more likely to trust,whereas less likely to tr

211、ust includes those who say they are much or somewhat less likely to trust.Excludes those who say neither more nor less likely to trust or dont know.Tosomeextent,thesepatternsarereflectiveofsomeofthedifferencesamongpublicsweexamined in Chapter 1 of this report.Those who exhibit the most selective tru

212、st are also those most receptive to efforts by news organisations to focus more on regular,everyday people,perhaps because they also tend to be the most interested in different forms of news and open to trust-building initiatives in general.In the US,for example,53%of those who see major differences

213、 between news outlets in their country say they are more likely to trust news outlets that focus more on the public,compared to 34%of those who see no differences between news outlets.Similar differences are apparent in the other four countries.12 Likewise,those who say newsoutletscovereachofthefive

214、topicareaswellaremuchmorelikelytoalsosaytheytrustinformation in the news media in general and vice versa.These gaps were often largest in the US and smallest in Brazil,but there was little to no variation across topics.13 These results suggest that many people may have a broadly positive or negative

215、 view about news across all topics that applies in a general way to their sense of trust.We cannot say on the basis of these results whether better aligning news coverage to meet the needs and preferences of these12 In India,52%of those who see major differences say they are more likely to trust new

216、s outlets that focus more on everyday,regular people,compared to 45%of those who say no differences.In the UK,the divide between these groups is 41%to 32%and in Brazil it is 43%to 36%.13 For example,in the US,63%of those who say they thought news organisations covered government initiatives and prog

217、rammes very or fairly well said they could somewhat or completely trust information in the news media in general.This compared to just 25%who said the same among those who said news organisations did not cover this topic well.The gap was smaller in the UK(48%versus 26%),India(71%versus 58%),and Braz

218、il(47%versus 35%).Figure 2.4:Larger percentages say they are more likely totrust organisations that focus more on regular peoplePercentage who say they are more versus less likely to trust news organisations that focus more onpeople in positions of power versus regular,everyday peopleBrazilLess like

219、ly to trustMore likely to trustPeople in positions of power35%31%Regular,everyday people27%39%IndiaLess likely to trustMore likely to trustPeople in positions of power30%45%Regular,everyday people30%44%UKLess likely to trustMore likely to trustPeople in positions of power24%17%Regular,everyday peopl

220、e11%35%USLess likely to trustMore likely to trustPeople in positions of power32%21%Regular,everyday people9%49%EDIT_ATTN_TRUST.Thinking now about your trust in news organisations,to what extent are you more or lesslikely to trust news organisations that focus on the following?Base:Brazil=2,000,India

221、=2,050,UK=2,179,US=2,000.Note:More likely to trust includes those who say they are much or somewhat more likely to trust,whereas less likely to trust includes those who say they are much or somewhat less likely to trust.Excludes thosewho say neither more nor less likely to trust or dont know.THE REU

222、TERS INSTITUTE FOR THE STUDY OF JOURNALISM24audiences will cause them to increase their trust,but it is clear there is a connection between their evaluations of current coverage and overall trust.Audiences generally see value in the importance of watchdog journalismOne reason often provided for why

223、news organisations focus heavily on people in positions of power has to do with the role of news as an independent watchdog for democracy.In this next section we focus on better understanding how people think about this function of the news media,its relationship to trust,and how it compares to othe

224、r roles that news media play in peoples lives.imporTance of waTchdog journalism highesT among Those mosT inTeresTed in poliTicsEvenasoursurveyfindssomewarinessaboutthedegreetowhichrespondentsfeelthatnewsin general focuses on people in positions of power,when asked a series of questions about differe

225、nt functions that journalists perform,most of the public in all four of these countries also say they see the importance of news organisations taking steps to monitor and scrutinise people in positions of power.This watchdog function of the press has often been held up as one of the most important c

226、ore roles of the institution of journalism,embraced to varying degrees in different media and political environments(Norris 2014;Waisbord 2000),but the publics attitudes about it have been somewhat less studied(for an exception,see Palmer et al.2020).Wefindthatthree-quartersofthepublicinBrazil(74%),

227、theUK(75%),andtheUS(73%)viewthis function as somewhat or very important,as do two-thirds of audiences in India(68%).Althoughthepercentagewhospecificallyseeitasveryimportantismuchlower(39%intheUK and the US,32%in India,but 55%in Brazil),such views are also particularly concentrated among the parts of

228、 the public who are most politically interested(Fig.2.5).This pattern is consistent in all four countries,although even politically interested Indian respondents were somewhat less likely to say they thought this function of the press was very important.Ontheonehand,theseresultsmayseemcontradictoryt

229、othefindingsinthefirstpartofthischapter.Many say they want more attention paid to regular,everyday people but they also value the role of the news media in monitoring people in positions of power.On the other hand,it may be that audiences want the balance of coverage that does focus on elites to be

230、more focused on substantively important issues rather than more trivial forms of scrutiny.More research is needed to examine these nuances.25STRATEGIES FOR BUILDING TRUST IN NEWS:WHAT THE PUBLIC SAY THEY WANT ACROSS FOUR COUNTRIESFigure 2.5:Those who most value the watchdog function tend to be most

231、interested in politics Percentage who say monitoring and scrutinising people in positions of power is very important to them personally among those more versus less interested in politicsEDIT_FXNS_IMPT.Thinking generally about the different areas news organisations cover,how important,or not importa

232、nt,is it to you personally that news organisations do each of the following?Monitor and scrutinise people in positions of power.D9.How interested,if at all,would you say you are in politics?Base:More/less interested in politics:Brazil=291/1,237,India=554/907,UK=744/686,US=768/608.Note:More intereste

233、d in politics includes those who say they are very and extremely interested,whereas less interested in politics includes those who say they are slightly and not at all interested.oTher funcTions of news aT leasT as if noT more imporTanT Than waTchdog journalismWe asked about the watchdog function al

234、ongside several other roles played by the news media inordertobestunderstandnotonlyhowmuchpeoplevaluethisrolespecificallybuthowitcompares in perceived importance relative to other functions the news may play in peoples lives.In addition to the watchdog role,we asked about four other functions of the

235、 news media,including providing information about the world and the communities in which people live,doing so in a timely manner,creating spaces for people to exchange opinions and perspectives,and offering solutions to everyday problems(an important theme among some journalism reformers).While each

236、 of these areas is viewed as very or somewhat important to most respondents,we see variation across these media environments in terms of what is most valued.In the US and the UK,for example,providing up-to-date information tends to be the most widely valued role of the news media,with the watchdog r

237、ole falling roughly in the middle.In India,monitoring and scrutinising people in positions of power ranked at the bottom in importance.In Brazil and India,helping people understand what is happening globally and locally edged ahead of other functions in terms of perceived importance.More consistentl

238、y,in all four countries respondents were least enthusiastic about the importance of the news media offering a space for people to exchange opinions.Brazil52%65%India29%40%UK26%55%US28%52%Less interestedin politics|More interested in politics|25%30%35%40%45%50%55%60%65%EDIT_FXNS_IMPT.Thinking general

239、ly about the different areas news organisations cover,how important,or notimportant,is it to you personally that news organisations do each of the following?Monitor and scrutinise peoplein positions of power.D9.How interested,if at all,would you say you are in politics?Base:More/less interested inpo

240、litics:Brazil=291/1,237,India=554/907,UK=744/686,US=768/608.Note:More interested in politicsincludes those who say they are very and extremely interested,whereas less interested in politics includes thosewho say they are slightly and not at all interested.THE REUTERS INSTITUTE FOR THE STUDY OF JOURN

241、ALISM26Figure 2.6:The most valued journalistic role varies from one country to another Percentage who say each of the following functions of news is important versus not importantEDIT_FXNS_IMPT.Thinking generally about the different areas news organisations cover,how important,or not important,is it

242、 to you personally that news organisations do each of the following?Base:Brazil=2,000,India=2,050,UK=2,179,US=2,000.Note:Excludes those who say dont know.Figure 2.6:The most valued journalistic role varies fromone country to anotherPercentage who say each of the following functions of news is import

243、ant versus not importantVery importantSomewhat importantNot very importantNot at all importantHelp people understand what is happening in the world or in their communityFocus on solutions to problems people face in everyday lifeMonitor and scrutinise people in positions of powerProvide information t

244、hat is timely and up to dateOffer a space for people to exchange opinionsHelp people understand what is happening in the world or in their communityFocus on solutions to problems people face in everyday lifeProvide information that is timely and up to dateOffer a space for people to exchange opinion

245、sMonitor and scrutinise people in positions of powerProvide information that is timely and up to dateHelp people understand what is happening in the world or in their communityMonitor and scrutinise people in positions of powerFocus on solutions to problems people face in everyday lifeOffer a space

246、for people to exchange opinionsProvide information that is timely and up to dateHelp people understand what is happening in the world or in their communityFocus on solutions to problems people face in everyday lifeMonitor and scrutinise people in positions of powerOffer a space for people to exchang

247、e opinions63%19%8%6%60%19%9%7%56%18%11%11%55%20%11%9%55%23%10%9%35%37%18%6%34%38%17%7%34%37%18%7%32%36%21%7%32%36%18%10%57%27%7%47%36%7%39%37%11%36%42%11%22%43%19%6%68%23%65%26%51%35%7%39%35%14%6%35%39%15%6%BrazilIndiaUKUSEDIT_FXNS_IMPT.Thinking generally about the different areas news organisations

248、 cover,how important,or notimportant,is it to you personally that news organisations do each of the following?Base:Brazil=2,000,India=2,050,UK=2,179,US=2,000.Note:Excludes those who say dont know.27STRATEGIES FOR BUILDING TRUST IN NEWS:WHAT THE PUBLIC SAY THEY WANT ACROSS FOUR COUNTRIESAttitudes abo

249、ut solutions-focused journalism also deserve some attention here as it has been the subject of a considerable degree of scholarship.Previous research has shown that orienting news towards solutions,rather than simply highlighting problems in the world,can prompt news users to feel less negative and

250、report more favourable attitudes towards the news itself(McIntyre 2019).It has been argued that this kind of constructive approach to reporting news also strengthens engagement and social connections between news organisations and communities,especially among marginalised publics(Wenzel et al.2016).

251、Inlinewiththesestudies,wealsofindthataudiencesinallfourcountriessaytheyvaluejournalism that focuses on solutions.While majorities in Brazil(60%)and the US(51%)say they view it as very important,roughly a third of the public in India(34%)and the UK(36%)say the same.One note of caution here,however,is

252、 that enthusiasm for such efforts tends to be concentrated among those who also say they are most interested in news(Fig.2.7).Those whosaytheyareleastinterestedinnewsaresignificantlylesslikelytovaluethesolutions-focused coverage in all four markets.Figure 2.7:Those most interested in news value solu

253、tions journalism more Percentage who say news that focuses on solutions is very important to them personally broken down by news interestEDIT_FXNS_IMPT.Thinking generally about the different areas news organisations cover,how important,or not important,is it to you personally that news organisations

254、 do each of the following?2.Focus on solutions to problems people face in everyday life.Q4.How interested,if at all,would you say you are in news?Base:Less/more interested in news:Brazil=837/486,India=732/671,UK=432/1,145,US=432/1,024.Note:Less interested in news includes those who say they are slig

255、htly or not at all interested,whereas more interested in news includes those who say they are very or extremely interested.mixed views abouT performance of The pressFor each of these functions,we also asked audiences in each country how well they thought news in general performed(Fig.2.8).The watchd

256、og role tended to rank somewhat lower consistently compared to these other four areas,although focusing on solutions to problems people face in everyday life fell at the bottom in the UK and the US.A larger percentage of the public in India said they thought news organisations performed well in both

257、 roles,although in general Indian respondents were more positive across all of these areas.Comparatively,Brazilians are at the opposite end of the spectrum,with some of the most negative views about the current performance of the news media.Brazil55%67%India33%39%UK34%41%US39%55%Less interestedin ne

258、ws|More interested in news|30%35%40%45%50%55%60%65%70%EDIT_FXNS_IMPT.Thinking generally about the different areas news organisations cover,how important,or notimportant,is it to you personally that news organisations do each of the following?2.Focus on solutions toproblems people face in everyday li

259、fe.Q4.How interested,if at all,would you say you are in news?Base:Less/more interested in news:Brazil=837/486,India=732/671,UK=432/1,145,US=432/1,024.Note:Lessinterested in news includes those who say they are slightly or not at all interested,whereas more interested innews includes those who say th

260、ey are very or extremely interested.THE REUTERS INSTITUTE FOR THE STUDY OF JOURNALISM28Figure 2.8:Lower percentages in Brazil say news organisations are doing well across all news functions Percentage who think news organisations in their country fulfil each of the following functions very or fairly

261、 wellEDIT_FXNS_JOB.Regardless of how important you think each of the areas are,how well,if at all,do news organisations in your country do overall when it comes to each of the following?Base:Brazil=2,000,India=2,050,UK=2,179,US=2,000.Wealsofind,asabovewithrespecttoeditorialtopics,thesejournalisticfu

262、nctionsarelinkedto the publics overall trust in news.People who say they feel the news media in general are doing well at each of these functions also tend to be much more likely to say they trust information in the news media in their countries in general.We see this relationship clearly acrossallf

263、ivefunctions(Fig.2.9).Indians,again,arethemostpositiveacrossallcategories;more than two-thirds of those who say news organisations are doing a well in these roles also have a trusting relationship with news.We see the largest gaps in levels of trust in the UK and the US,however,which suggests that m

264、ore so than the two Global South countries,perceptions about the editorial performance of the news media are linked to attitudes about whether news is trustworthy or not.Figure 2.8:Lower percentages in Brazil say newsorganisations are doing well across all news functionsPercentage who think news org

265、anisations in their country fulfl each of the following functions very orfairly wellBrazilIndiaUKUSProvide information that is timely and up-to-date53%67%73%74%51%67%62%64%Focus on solutions to problems people face in everyday life46%68%46%48%Offer a space for people to exchange opinions45%64%49%49%

266、Monitor and scrutinise people in positions of power44%65%55%57%Help people understand what is happening in the world or in their communityEDIT_FXNS_JOB.Regardless of how important you think each of the areas are,how well,if at all,do newsorganisations in your country do overall when it comes to each

267、 of the following?Base:Brazil=2,000,India=2,050,UK=2,179,US=2,000.29STRATEGIES FOR BUILDING TRUST IN NEWS:WHAT THE PUBLIC SAY THEY WANT ACROSS FOUR COUNTRIESFigure 2.9:Those who trust news more often say news organisations do well across all functions Percentage of those who somewhat or completely t

268、rust information from the news media who say news organisations do well or not well when it comes to each of the following thingsTRUST_GEN.Generally speaking,to what extent do you trust,or not trust information from the news media in Brazil/India/the UK/the US.EDIT_FXNS_JOB.Regardless of how importa

269、nt you think each of the areas are,how well,if at all,do news organisations in your country do overall when it comes to each of the following?Base:Varies by country as a proportion of the full sample:Brazil=2,000,India=2,050,UK=2,179,US=2,000.Note:Well includes those who responded very and fairly we

270、ll,whereas not well includes those who responded not very and not at all well.Many voice frustrations about inaccuracy,bias,and sensationalismIn this last part of this chapter,we turn to a different set of concerns audiences express about the editorial focus of news coverage in these countries.We as

271、ked about several broad matters involving reporting in each country.Once again we generated these categories in part based on what we heard in our most recent focus groups with historically marginalised and underserved audiences(Ross Arguedas et al.2023)as well as our previous interviews with audien

272、ces more generally(Ross Arguedas et al.2022).We focus on six different problems many often describe about the current editorial focus of most news coverage.These include both problems around Figure 2.9:Those who trust news more often say newsorganisations do well across all functionsPercentage of th

273、ose who somewhat or completely trust information from the news media who say neworganisations do well or not well when it comes to each of the following thingsMonitor and scrutinise people in positions of powerBrazil36%45%India55%72%UK22%52%US25%64%Not well|Well|Focus on solutions to problems people

274、 face in everyday lifeBrazil36%46%India61%69%UK26%53%US29%67%Provide information that is timely and up to dateBrazil33%47%India58%70%UK16%47%US18%57%Offer a space for people to exchange opinionsBrazil35%46%India59%70%UK25%53%US31%63%Help people understand what is happening in the world or in their c

275、ommunityBrazil33%47%India57%71%UK22%49%US16%64%20%30%40%50%60%70%20%30%40%50%60%70%20%30%40%50%60%70%20%30%40%50%60%70%20%30%40%50%60%70%TRUST_GEN.Generally speaking,to what extent do you trust,or not trust information from the news media inBrazil/India/the UK/the US.EDIT_FXNS_JOB.Regardless of how

276、important you think each of the areas are,howwell,if at all,do news organisations in your country do overall when it comes to each of the following?Base:Varies by country as a proportion of the full sample:Brazil=2,000,India=2,050,UK=2,179,US=2,000.Note:Well includes those who responded very and fai

277、rly well,whereas not well includes those who responded notvery and not at all well.THE REUTERS INSTITUTE FOR THE STUDY OF JOURNALISM30factual inaccuracies,bias,and sensationalism and matters explicitly linked to social problems and divisions in each country.These latter problems ranged from too much

278、 negativity in coverage to too many stories that may contribute to social division,as well as a lack of diverse voices represented in the news.When we asked respondents which among these six problems was the most important for news organisations to prioritise improving,we found little consensus and

279、also considerable variation across countries(Fig.2.10).Brazilians were most concerned about negativity in coverage:20%ofthepublicthereselectedthatareaasmostimportant.Similarly,oneinfiveIndianssaidthey most wanted news organisations to prioritise reducing the amount of sensationalism in the news a ph

280、enomenon that is unlikely to go unnoticed for even a casual observer of Indian news media.Meanwhile,a plurality of Britons(21%)and Americans(26%)selected factual inaccuracies as the most important editorial problem they believed news organisations should prioritise above all else.31STRATEGIES FOR BU

281、ILDING TRUST IN NEWS:WHAT THE PUBLIC SAY THEY WANT ACROSS FOUR COUNTRIESFigure 2.10:Little agreement within and across countries about what news organisations should prioritise fixing Percentage who say each of the following is most important for news organisations to prioritise fixingEDIT_PROB_PREF

282、.Thinking about what news organisations should prioritise trying to fix or improve,which of these is the most important to you personally?Base:Brazil=1,630,India=1,844,UK=1,976,US=1,889.Note:Question was only asked of those who previously identified one of the following as being a problem.This varia

283、tion in responses around what to prioritise should not detract from the fact that the public also tended to see many of these issues as very big or at least moderately big problems in all four media environments.When we asked follow-up questions about to what degree respondents felt each of these co

284、ncerns was a problem in their country,we found some notable differences across countries as well as some consistent results.Bias,for example,rose to the top of the list of concerns in both the UK and the US,where 55%and 69%,respectively,saw it as a big problem in these countries.In contrast,just one

285、-third saw it that way in Brazil(37%),falling at the bottom of the list compared to the other areas.In India,47%viewed bias as a big problem,where it ranked second to last behind only too few diverse voices in coverage,which consistently attracted somewhat smaller percentages who viewed it as a big

286、problem.Figure 2.10:Little agreement within and across countriesabout what news organisations should prioritise fixingPercentage who say each of the following is most important for news organisations to prioritise fxingBrazilIndiaUKUSSensationalismBiasFactual inaccuraciesToo much negative coverageTo

287、o many stories that may cause social divisionToo few diverse voices in coverage16%19%14%9%4%12%18%18%15%15%21%26%20%15%14%13%13%14%11%17%9%6%5%6%EDIT_PROB_PREF.Thinking about what news organisations should prioritise trying to fix or improve,which ofthese is the most important to you personally?Base

288、:Brazil=1,630,India=1,844,UK=1,976,US=1,889.Note:Question was only asked of those who previously identified one of the following as being a problem.THE REUTERS INSTITUTE FOR THE STUDY OF JOURNALISM32Figure 2.11:Large percentages in all countries see many big problems with how news is reported Percen

289、tage who find each of the following to be a big versus a small problem in their countryEDIT_PROB.In general,how much of a problem,if at all,do you think each of the following are when it comes to the reporting of news in your country?Base:Brazil=2,000,India=2,050,UK=2,179,US=2,000.Note:Excludes thos

290、e who say they dont know.Figure 2.11:Large percentages in all countries see manybig problems with how news is reportedPercentage who fnd each of the following to be a big versus a small problem in their countryA very big problemA moderately big problemA small problemNot a problem at allHavent though

291、t enough about itToo much negative coverageToo many stories that may cause social divisionSensationalismFactual inaccuraciesToo few diverse voices in coverageBiasIndiaSensationalismToo many stories that may cause social divisionToo much negative coverageFactual inaccuraciesBiasToo few diverse voices

292、 in coverageUKBiasSensationalismToo much negative coverageFactual inaccuraciesToo many stories that may cause social divisionToo few diverse voices in coverageUSBiasSensationalismFactual inaccuraciesToo much negative coverageToo many stories that may cause social divisionToo few diverse voices in co

293、verage43%17%9%6%19%40%16%8%6%22%38%14%9%6%22%34%15%9%6%25%28%15%11%9%25%24%13%8%6%28%31%24%19%11%9%31%23%18%12%8%29%21%22%11%11%25%23%22%13%8%23%22%22%13%9%23%20%25%13%10%31%25%20%6%7%30%25%17%5%8%24%27%20%10%8%23%26%24%6%7%20%27%21%9%9%14%22%20%19%11%45%24%13%6%40%24%12%8%38%26%17%6%37%29%15%8%37%2

294、9%14%7%6%25%27%18%15%7%BrazilEDIT_PROB.In general,how much of a problem,if at all,do you think each of the following are when it comes tothe reporting of news in your country?Base:Brazil=2,000,India=2,050,UK=2,179,US=2,000.Note:Excludes those who say they dont know.33STRATEGIES FOR BUILDING TRUST IN

295、 NEWS:WHAT THE PUBLIC SAY THEY WANT ACROSS FOUR COUNTRIESdifferenT views abouT whaT is mosT problemaTic in ediTorial conTenTAside from these country-level differences,we also see some important differences among subpopulations in terms of their degree of concern about some of these issues.For exampl

296、e,the percentage who say there are too few diverse voices in coverage is a very big problem is considerably higher among Black respondents in the US(32%)compared to white respondents(23%),althoughdifferencesonthisquestionalongraciallineswerenotsignificantinBrazil.On the other hand,concern over bias

297、was particularly pronounced along political lines in the US,with Republicans much more likely to view this as a very big problem(63%)compared to Democrats(35%).News coverage that is seen as contributing to social divides is another area where we see important variation within countries.In India,conc

298、ern over such coverage was most pronounced among Muslims(55%)and those who are economically and socially marginalised in society,although we found similar levels of concern across all caste levels.14 Such subgroup differences underscore the degree to which what is perceived as a problem in news cont

299、ent tends to be subjective,in the eye of the beholder.These differing perspectives on what is most problematic about news content often mirror broader socio-political cleavages,as well as the nature of the public discourse around these subjects.concern over issues in ediTorial conTenT is ofTen linke

300、d To TrusTWhile audiences tend to perceive all six of these areas as problems in news coverage,such perceptions can be rooted not only in direct experiences encountering such news it can also be based on preconceptions or broader social discourses about news.Therefore,it is not altogether clear that

301、 simply focusing on making news less divisive or less negative,for example,will necessarily increase the publics trust.That said,when we look at the relationship between concernovereachofthesemattersandtrustinnewsingeneralineachcountry,wefindsomedistinct and revealing patterns.Some of these areas of

302、 concern tend to be much more aligned with existing levels of trust in news in general compared to others.InBrazil,wefindpracticallynorelationshipatallbetweenlevelsofconcernaboutanyoftheseissues and the percentage who say they trust information in the news media in general.In other words,eventhougha

303、udiencestendtoviewallofthesemattersassignificantproblems,thosewho are less concerned trust news overall in largely the same proportion as those who are more concerned.It is also worth noting that the percentage who said they had not thought enough about any of these issues was two or three times lar

304、ger in Brazil than it was elsewhere.At the other end of the spectrum,in the UK and the US those who view sensationalism,bias,andtheothermattersasabigproblemweresignificantlylesslikelytosaytheytrustnewsin general,ranging from a gap of 10 percentage points to as much as a 30 percentage point differenc

305、e.For example,40%of Americans who say they view factual inaccuracies as a big problem said they trust information in the news in general,compared to 70%of Americans who do not see factual inaccuracies as a big problem.The one exception to this pattern was with14 More generally,concern over news cove

306、rage causing division in society is concentrated especially among those who are more interested in politics,particularly in Brazil and the US,where 55%and 44%,respectively,of the most politically interested respondents say they view this issue as a very big problem compared to 34%and 32%,respectivel

307、y,of those who are less interested in politics.Similar gaps are also apparent in India and the UK,although the overall level of concern is somewhat lower.In India,35%of the most politically interested respondents say they view news stories causing social division as a very big problem(versus 27%of t

308、he least politically interested).In the UK,the difference is 29%versus 15%.THE REUTERS INSTITUTE FOR THE STUDY OF JOURNALISM34respect to too few diverse voices in coverage,where levels of trust in news appear unrelated to levels of concern about this matter.15In summary,in this chapter we have explo

309、red how the public thinks about various editorial strategiesaroundbuildingtrust.Overallwefindthatmanyseenewscoverageastiltedheavilytowards coverage of powerful elites with sometimes too little emphasis on problems and solutions in everyday life.At the same time,many do say they value the watchdog ro

310、le of the press as it scrutinises the actions of those in positions of power and authority;they just do not always prioritise it as heavily as those most interested in politics and journalists themselves may sometimes assume.The public in these four countries also tend to evaluate theperformanceofth

311、enewsmediaquiteunevenly.Whilemanyviewcoverageofspecifictopics positively,they also see aspects of that coverage as highly problematic,particularly whenitcomestocritiqueslikebiasandsensationalism.Overall,wefindthepublicexpressingsomewhat different priorities in different countries around what kinds o

312、f editorial strategies are most likely to be effective in garnering the publics trust:whereas some are particularly concerned about a lack of diverse voices in coverage of stories that cause social division,others are more focused on questions of accuracy and sensationalism.Effectively addressing th

313、ese concerns about editorial content may also be intrinsically linked with transparency and disclosure,the focus of Chapter 3.15 InIndia,wefindsmallerdifferencesintrustinnewsaccordingtowhetheraudiencesperceiveeachoftheseareasasaproblem.Curiously,those who see each as a big problem are somewhat more

314、likely to say they trust news,the inverse of the pattern we observeintheUKandUS.WethinkthisreflectsasimilardynamicastheoneweobserveinBrazilwheretrustinnewstheretendstobesomewhatlesslinkedtospecificeditorialconcernsthanitisinthetwoGlobalNorthcountriesweexamine.35STRATEGIES FOR BUILDING TRUST IN NEWS:

315、WHAT THE PUBLIC SAY THEY WANT ACROSS FOUR COUNTRIES3.Building Trust Through Transparency InitiativesIn this chapter,we consider how practices broadly under the banner of transparency relate to the publics views about what constitutes trustworthy journalism.As we noted in Chapter 1 of this report,tra

316、nsparency initiatives are among the most frequently prioritised when respondents are forced to choose among the four strategies we asked about.However,while a commitment to transparency is important to many people in the abstract,whether such efforts engender trust in practice depends on whether aud

317、iences pay attention to them and perceive information about reporting practices and policies positively.We begin by focusing on how people evaluate the current performance of news organisations in their countries when it comes to how open and transparent they are on several dimensions.We also examin

318、e how much each is likely to build trust at least in the abstract.Next,we assess what kinds of information audiences say they want more of(or less of)when it comes to the way news organisations operate and are structured.We conclude the chapter byfocusingonperceivedbiasandwhetherpeopleviewnewsmediaa

319、ssufficientlyfairintheway they treat different segments of the public.Although these responses inevitably overlap to some degree with questions of editorial practice(Chapter 2),our focus here is on what and how much information people say they want news organisations to disclose about the way they o

320、perate and conduct themselves.Whatwefindoverallisaportraitofoftendividedandsometimesevenjadedpublicsinall four countries,who often make evaluations of news media in ways that mirror and reflectexistingsocialandpoliticalcleavages.Whilemanyareinagreementthattheywantmore transparent news organisations,

321、they do not necessarily interpret efforts around transparency in the same way.Concern over a lack of transparency highest in Brazil,the UK,and the USWefocusonfiveseparatedimensionsoftransparency.Wehavedefinedtransparencybroadlyasencompassingbothopennessaboutspecificeditorialdecisionsandalsotheproces

322、sitself disclosure practices around both the production and dissemination of news content as well as the structures around ownership and funding that many audiences may or may notbeawareof.Thesefivedimensionsincludehowwellnewsorganisations:(a)explaintheir decision-making process around how they repo

323、rt the news;(b)communicate their ethical standards;(c)are upfront about their mission statements;(d)separate news from advertising in their editorial content;and(e)distinguish fact from opinion in what they publish or broadcast.Ingeneral,wefindstrikinglysimilarevaluationsacrossallfivedimensionsoftra

324、nsparencyin three of the four countries(Fig.3.1).Indians rate news outlets in their country highest compared to the other three countries,whereas the UK comes in at the lowest levels,specificallyaroundthethreeareasoftransparencyrelatedtohowwellnewsorganisationscommunicate their mission and standards

325、 or explain their decision-making.In the US THE REUTERS INSTITUTE FOR THE STUDY OF JOURNALISM36and the UK,the percentage who say news organisations do well at separating news from advertising is relatively higher(46%in the UK and 53%in the US)compared to the other areas of transparency a dynamic we

326、do not see in the two Global South countries.Figure 3.1:Less than half in Brazil,the UK,and the US say news organisations are doing well when it comes to transparency Percentage in each country who think news organisations are doing very or fairly well at each of the followingTRANS_JOB.In your opini

327、on,how well,if at all,do you think news organisations in your country in general are doing when it comes to how they Base:Brazil=2,000,India=2,050,UK=2,179,US=2,000.mosT say efforTs To be more TransparenT are likely To increase Their TrusTWhenaskedwhetherthesefiveareasoftransparencyarelikelytoleadto

328、higherorlowertrust towards news outlets that engage in these efforts,most perceive them positively by anoverwhelmingmargin(Fig.3.2),evenastherearealsosomesignificantcountry-specificdifferences.In the US,approximately six in ten say they are somewhat or much more likely to trust news organisations th

329、at engage in any of these transparency practices,with 71%saying as much with respect to efforts to separate fact from opinion.In contrast,in Brazil and India,a country with far more trust in news in general,fewer than half said efforts to be more transparent in these ways was likely to increase thei

330、r trust.Even so,this was twice as high as the percentage who said each was likely to decrease their trust,which suggests that,at least in the abstract,most people respond favourably to such efforts.Figure 3.1:Less than half in Brazil,the UK,and the US saynews organisations are doing well when it com

331、es totransparencyPercentage in each country who think news organisations are doing very or fairly well at each of thefollowingBrazilIndiaUKUSSeparate facts from opinion40%62%39%41%Separate news from advertising42%62%46%53%Explain decisions about how they report the news43%64%34%41%Communicate their

332、mission statements44%61%32%41%Communicate the ethical standards they follow42%63%34%41%TRANS_JOB.In your opinion,how well,if at all,do you think news organisations in your country in general aredoing when it comes to how they Base:Brazil=2,000,India=2,050,UK=2,179,US=2,000.37STRATEGIES FOR BUILDING

333、TRUST IN NEWS:WHAT THE PUBLIC SAY THEY WANT ACROSS FOUR COUNTRIESFigure 3.2:Many say transparency efforts make them more likely to trust news organisations Percentage who say they are more or less likely to trust news organisations who do each of the followingTRANS_TRUST.Are you more or less likely to trust news organisations that do each of the following?Base:Brazil=2,000,India=2,050,UK=2,179,US=