益普索（Ipsos）：2020年媒體信任未來報告（英文版）（32頁）.pdf

1、TRUST MISPLACED? A report on the future of trust in media October 2020 IPSOS VIEWS THANKS With thanks to everyone at Ipsos and The Trust Project who has contributed to this report, with special mention to Darrell Bricker, Sally Lehrman, Cliff Young, Shunichi Uchida, Vicente Castellanos, Marcos Calli

2、ari, Ben Page, Dan Petty, Linda Solomon-Wood, Jaime Bedoya, Joseph Davis Weddi, Jack Lahart, Jessica Johnson, Matt Carmichael, Nicolas Boyon, Mark Payton, Mandy Turner and Marie Lemay. www.thetrustproject.org CONTENTS 04 OVERVIEW 05 INTRODUCTION 05 Trust and Truth: How do we build public consensus?

3、Darrell Bricker PhD, Global CEO, Ipsos Public Affairs 07 The importance of creating a trustworthy ecosystem Sally Lehrman, Founder and Chief Executive, The Trust Project 10 INTERVIEWS 10 Interviews with Ipsos Leaders 15 Interviews with The Trust Project 22 DATA AND ANALYSIS 30 CONCLUSION 31 REFERENC

4、ES OVERVIEW This report is a collaboration between Ipsos and The Trust Project, a U.S.-based non-profit, international consortium of news organizations building standards of transparency. Its mission is to “amplify journalisms commitment to transparency, accuracy, inclusion and fairness so that the

5、public can make informed news choices.” The “Trust Indicators”1 it has pioneered are used by Google, Facebook and Bing to help surface trustworthy content in search and social. Ipsos led a two-stage variation of a future scenario-led workshop with members of The Trust Project. Together we identified

6、 and explored factors that will impact the future of trust and truth in journalism. These included: nationalist and populist sentiment; business model challenges for news media; technological changes; and, disinformation campaigns from nations and other bad actors. Ipsos then developed a two-part qu

7、estionnaire that ran on two monthly waves of its Global Advisor survey2 to learn more about public opinion that underpins these topics. That data is presented throughout this report and can be found in detail on the Ipsos website.3 After extensive analysis of the data, the findings were discussed wi

8、th Ipsos leaders and publishers from Trust Project member organizations. Those interviews are included here to give some color and context to the data and also the conditions on the ground in markets from around the globe. 4TRUST MISPLACED? | A REPORT ON THE FUTURE OF TRUST IN MEDIA INTRODUCTION TRU

9、ST AND TRUTH: HOW DO WE BUILD PUBLIC CONSENSUS? Darrell Bricker PhD Global CEO, Ipsos Public Affairs Every worthwhile relationship is based on trust. You either have it or you want it. Those who have it hold an incredible advantage over those who are struggling to earn it. In business, having your c

10、ustomers trust means you will spend less money marketing to them, they will be more willing to listen to and believe your pitches, they will be more likely to try out your new offers, and you may even be able to charge them a premium for what you are selling. Without trust, you will struggle to be h

11、eard in an incredibly crowded and noisy marketing environment that gets louder and more confused every day. Trust is not an easy concept to measure or control, since it can be emotional, illogical and even irrational. Trust is based more on a sensory reaction than on a rational calculus. Something f

12、eels, sounds, smells or looks to us like it can be trusted or not. While business leaders and policy makers can struggle with this idea, successful politicians know it in their bones. Citizens dont go into a voting booth carrying a copy of each partys platform and a calculator to make a rational vot

13、ing decision. Instead, we bring our emotions with us. In a world driven by the emotional, illogical and irrational, where does truth fit? And who do I trust to tell me the truth? For most of the modern age this has been a relatively easy question to answer. We simply tuned into the nightly news or p

14、icked up a newspaper. We would also hear the same thing if we decided to tune into the radio. These were the places where we would find the elite-arbitrated public consensus or the truth about most things. We would also hear this truth repeated when we went to church or attended school or any other

15、community activity. Sure, there were always some differences of opinion but we trusted them to speak the truth. In most countries today this version of arbitrating and creating public truth has been shattered. The middle of the political spectrum where consensus was traditionally created has shrunk.

16、 Now, more extreme views dominate 5A REPORT ON THE FUTURE OF TRUST IN MEDIA | TRUST MISPLACED? the political debate. This is because contemporary political strategy is less now about building big tents and public consensus and more about mobilizing the extreme base. The media has transformed along w

17、ith our politics. With the fracturing of the media market due to digitization, the need to attract eyeballs and clicks has producers and editors moving to the more extreme edges of news reporting and storytelling. They have learned what works for politics can also work for news. Where is the cause a

18、nd effect in this? They are a mutually reinforcing system rather than leaders and followers. Where does this lead us on truth? Truth is rapidly becoming a subjective, personal concept ruled mostly by emotions. We now speak OUR truth as opposed to THE truth. At least thats what we see reported and la

19、mented by many commentators these days. But this isnt what we are seeing in our surveys. There continue to be points of public consensus on many issues based on a broad acceptance of what we see the truth to be. The COVID-19 crisis is a good example. Since the World Health Organization declared a gl

20、obal pandemic on March 11, 20204, the world has experienced a nearly universal instant shutdown. This has never happened before. No matter where you live, restrictions still apply around going to work, traveling and visiting family all because a group of public health officials and scientists say th

21、e best way to fight this deadly virus is for us to stay home, wash our hands and keep our distance. And almost everyone has decided to believe them and followed along. This truly is the triumph of science. We may disagree about the quality of the science (in particular, the modelling) or the compete

22、nce and loyalties of some of the scientists, but we cant deny their overwhelming power over us. Proof of this is that we have agreed to shut down the world and wont reopen it again until they tell us it is safe to do so. No religion could have achieved this universal level of obedience, and certainl

23、y no political organization. In the time of COVID-19, scientists and their statistics rule our world. Yes, there are people who disagree about this and you will see them well represented in media reporting. But these are extremes and not representative of the public consensus who are mostly wearing

24、masks, washing their hands and practicing social distancing. So, lets start there. With the truth defined by facts and science. Yes, there could be many conditions and exceptions but COVID-19 shows us it works for creating the trust essential for building public consensus. This applies to public pol

25、icy, politics and the private sector. The truth can still win. The need to attract eyeballs and clicks has producers and editors moving to the more extreme edges of news reporting and storytelling. 6TRUST MISPLACED? | A REPORT ON THE FUTURE OF TRUST IN MEDIA THE IMPORTANCE OF CREATING A TRUSTWORTHY

26、ECOSYSTEM Sally Lehrman Founder and Chief Executive, The Trust Project Sickness, hunger, social unrest, wildfires and hurricanes. In such tumultuous times, reliable information is essential and people know it. We see it in the rising attention to news and a corresponding climb in subscriptions. And

27、yet everyday people dont often recognize their own role in maintaining a healthy information environment that prioritizes honesty and substance. The Ipsos data in this report (see pages 22-28 for a detailed breakdown) demonstrates the danger in this dichotomy and also suggests how we can address it.

28、 It highlights the distress felt by big proportions of people who say society is broken, with many leaning toward populism and nationalism as their preferred solution. Most feel confident in their own ability to recognize false or misleading sources of news but are more skeptical of everyone elses.

29、Their overconfidence could very easily leave them vulnerable to manipulation and at the same time, dismissive, even hostile, to information that challenges their point of view. According to this data, we are alarmingly close to a society splintered by the differing “truths” we know and live by. Jour

30、nalists hold the answer. We specialize in piecing together multiple sources of information and multiple perspectives, knitting them into an accurate reflection of the whole a truth we all can trust. And the public recognizes the value of this work. A stunning majority of the surveys respondents more

31、 than eight in ten people around the world reported that they make sure the news they rely on comes from trustworthy sources. Globally, two in three people felt confident that they had access to trustworthy news. The challenge for news organizations is to show that journalism, and only journalism, w

32、ith standards and practices that protect impartiality and the public interest behind it, merits that trust. In the digital world, news has become a commodity. According to the research, about two-thirds of news followers only read news that they can access for free. Thats understandable. Everything

33、looks equally valid carefully reported journalism gets equal billing with reports that are poorly sourced, sloppily derivative or deeply biased, using cherry-picked facts. Some people may not see the value of responsible journalism, and some may not feel they can afford it. And yet, in the Ipsos res

34、earch, 27% of respondents expressed a willingness to pay for trustworthy news. That aligns with The Trust Projects own research, and thats an encouraging figure. If news organizations make a stronger effort to clearly set journalism apart and show its value, we may earn the financial support needed

35、to sustain rigorous reporting by fully staffed newsrooms. We can learn from Intel, which used its “Intel Inside”5 campaign to convince people that their semiconductor chip, hidden deep inside computers, was essential to reliability. We can learn from public health specialists, who have finally made

36、us realize that fast food may be convenient and enjoyable, but it cannot sustain us. Whats the lesson? Show whats inside journalism. Build value and trust. We can demonstrate our intentions and ethics by fully describing ownership structures, funding sources and protections against allowing an owner

37、s political or social interests to seep into reporting. We can pull back the curtain on our processes. How do journalists build expertise on an issue, topic or community over time? How do we assess whether a source is reliable? These disclosures, Trust Project user research6 has found, make a differ

38、ence in how people perceive journalism and its agenda. But thats not enough. We also need to back up our claims with action. People who are confident they can assess news may well be relying on information not journalism that reinforces their own world view. Its easy to shake our heads about confirm

39、ation bias. But what if they simply dont see themselves in legitimate news? The solution is not in presenting “both sides” or pitting one perspective against another to be inclusive and show impartiality. 7A REPORT ON THE FUTURE OF TRUST IN MEDIA | TRUST MISPLACED? Rather, we should develop intercul

40、tural, community- based reporting practices that get at peoples own lived truth and puts this in the context of observable fact and known consensus. We can look at the reasons why people feel society is going wrong, and through good reporting, empower them to intervene according to their own beliefs

41、 and priorities. We know our job isnt to dictate answers and yet all too often, thats how our work is perceived. Thats why news organizations need to stick to impartiality in news stories and clearly differentiate fact from opinion. Bold, easily seen labels are a good start. Despite the hesitation b

42、y both advertisers and news companies, sponsored content including links should be clearly identified. We must help everyday people see their own role in creating a trustworthy ecosystem that prioritizes honesty and substance. Its all too easy to fall victim to the reward structure of social media,

43、which encourages pushing out a strong point of view, no matter how flimsy the evidence. Instead of evacuating in the face of raging wildfires, residents of one U.S. community set up checkpoints, roadblocks and patrols because a Facebook post said that anti-fascist activists were on the prowl.7 Accur

44、ate information is lifesaving. We can help people recognize that its better to pause and check the source before spreading news that could be untrue. Obviously, as we work to build a healthier news environment, social media and advertisers have major responsibilities as well. First and foremost, how

45、ever, journalism can reclaim its leadership as guardians of the publics right to speak, be heard and know the facts in society. We can draw people toward reliable news and build a willingness to pay for it by strengthening their ability to recognize that journalism is the only source with the public

46、 interest at its heart. We know our job isnt to dictate answers and yet all too often, thats how our work is perceived. Thats why news organizations need to stick to impartiality in news stories and clearly differentiate fact from opinion. 8TRUST MISPLACED? | A REPORT ON THE FUTURE OF TRUST IN MEDIA

47、8 TRUST MISPLACED Almost a third of people globally say the average person in their country can tell real news from “fake news” 30% More than eight in ten people around the world say they make sure the news they rely on comes from trustworthy sources 82% 9A REPORT ON THE FUTURE OF TRUST IN MEDIA | T

48、RUST MISPLACED? IPSOS INTERVIEWS INTERVIEWS WITH IPSOS LEADERS Cliff Young President of Public Affairs, Ipsos in the U.S. In the U.S. how do we ask questions without triggering bias and tribal nationalist views? We stay away from hot button words and phrases that will evoke emotional responses, whet

49、her they be negative or positive. To be frank, its very difficult nowadays because even something like science, which seems an innocuous concept, has been politicized. In the U.S. how big of a threat are internal and external disinformation campaigns and how do we recommend clients and media respond? Its a massive threat. Its