07/3/13

The Decline in Media Credibility and Profitability


Pew Study image 1Last August the Pew research Center released the results of its latest study on how much the American public trusts the media. This has been part of an ongoing study since at least 2002, and ever since the first report, the amount of trust in media has fallen. This has been a hot topic of discussion online ever since, and the source of much hand-wringing at each new release.

Perhaps the mounting number of scandals in journalism has soured an audience accustomed to believing the media is honorable, trustworthy and upright. Perhaps it’s the growing politicization of (some) media that polarizes rather than informs public opinion. I don’t know.

Admittedly the study is based on American media, and the scandals have been mostly American made. I have not found a comparable study on Canadian media, but there are clues one can follow, and similar polls that tell us much.

Media typesThe Pew study asked respondents to rate various types of media for credibility. Local TV news rated highest, but other types of local media don’t seem to have been rated.

Not surprisingly, the uber-right-wing Fox News continues to lose trust among the American public. And I would suspect that similarly the uber-right Sun/QMI networks in Canada would fare the same. But if that’s so, then media that depend heavily on, say, QMI, as a source of material, the decline of trust in QMI must surely reflect on the subscribing media as well.

Why are these American media losing credibility faster than other sources? Probably because they are so blatantly, overtly ideological and people tire of the relentless mudslinging, attacks, innuendo and lies. These media cry wolf far too often.

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