Media Matters and Manners
By Shawn Healy
The beleaguered media industry weathered one more shot in a national survey released by Sacred Heart University in Fairfield, CT. In a wide ranging telephone poll of 800 respondents, Americans' trust, media consumption habits, and perceptions of bias were placed under the microscope. Respondents also weighed in on the future of the field. My analysis of the results follow.
Trust in media is waning, with less than a quarter of respondents (24.3%) reporting that they believe all or most media coverage. Over half (54%) believe some of the content, and one-fifth (20.4%) little or none. An astounding 86.6% strongly or somewhat believe that the media has its own political and public policy position and attempts to influence its audiences along these lines.
This overall lack of trust is arguably attributable to Americans' increasing leeriness toward large institutions, the government included. The spring tea parties and the summer town hall shouting matches are also a product of this populist fervor.
When asked what news organizations they trusted most, respondents cited Fox News (30%) most often, followed by CNN (19.5%), NBC (7.5%), and ABC (7.5%). Fox News was also ranked highest by its detractors, as more than a quarter of respondents (26.2%) listed it as the source they trusted least.
The Daily Show/ Colbert Report were identified as the most ideologically liberal, followed by the New York Times, MSNBC, CNN, USA Today, and NPR. Fox News, then the Wall Street Journal, lead the conservative-leaning list.
While the print and electronic media register much more trust for accuracy than blogs (56.1% to 7.8%), the industry's overall positive ranking languished at 35.9%, well below the 80-90% customer service standard sought by most organizations.
Media consumption habits are well documented by Nielson and other organizations, but this survey sheds light on what drives the selection process among competing alternatives. Objective reporting (59%) is far and away the most powerful force, with similar issue positions taking a distant back seat (19%).
The fact that respondents identified prevalent media bias is not news in these circles, but the numbers themselves are staggering. 83.6% of survey participants feel as if national media organizations are somewhat or very biased. Only 14.1% see little or no bias. Most interesting is the 89.3% who suggest that the media palyed a very or somewhat strong role in the election of President Obama, and 69.9% feel that the national news media is intent on promoting his presidential agenda.
Looking toward the future, 38.1% report that they read newspapers less often than they did five years ago, and 45% feel that the Internet has filled the gap (35.6% disagreed). A strong majority (77.9%) oppose government intervention to prop up the struggling industry. More than two-thirds (67.9%) feel that "old-style, traditionally fair and objective journalism is dead," yet a similar number (64.1%) consider journalism vital to a healthy democracy.
Something has to give here, and I'm hopeful for the adaptation and sustenance of the media industry. We should find comfort that survey respondents recognize its importance, and demand a return to the age-old industry values that are arguably eroding before our eyes. Some would argue that the industry is conforming to the demands of a changing market, but the contradictions present in this survey argue otherwise. The problem is multifaceted and involves consumers, too. They must become more media literate and demand the restoration of "traditionally fair and objective journalism" in 21st Century packages.
Trust in media is waning, with less than a quarter of respondents (24.3%) reporting that they believe all or most media coverage. Over half (54%) believe some of the content, and one-fifth (20.4%) little or none. An astounding 86.6% strongly or somewhat believe that the media has its own political and public policy position and attempts to influence its audiences along these lines.
This overall lack of trust is arguably attributable to Americans' increasing leeriness toward large institutions, the government included. The spring tea parties and the summer town hall shouting matches are also a product of this populist fervor.
When asked what news organizations they trusted most, respondents cited Fox News (30%) most often, followed by CNN (19.5%), NBC (7.5%), and ABC (7.5%). Fox News was also ranked highest by its detractors, as more than a quarter of respondents (26.2%) listed it as the source they trusted least.
The Daily Show/ Colbert Report were identified as the most ideologically liberal, followed by the New York Times, MSNBC, CNN, USA Today, and NPR. Fox News, then the Wall Street Journal, lead the conservative-leaning list.
While the print and electronic media register much more trust for accuracy than blogs (56.1% to 7.8%), the industry's overall positive ranking languished at 35.9%, well below the 80-90% customer service standard sought by most organizations.
Media consumption habits are well documented by Nielson and other organizations, but this survey sheds light on what drives the selection process among competing alternatives. Objective reporting (59%) is far and away the most powerful force, with similar issue positions taking a distant back seat (19%).
The fact that respondents identified prevalent media bias is not news in these circles, but the numbers themselves are staggering. 83.6% of survey participants feel as if national media organizations are somewhat or very biased. Only 14.1% see little or no bias. Most interesting is the 89.3% who suggest that the media palyed a very or somewhat strong role in the election of President Obama, and 69.9% feel that the national news media is intent on promoting his presidential agenda.
Looking toward the future, 38.1% report that they read newspapers less often than they did five years ago, and 45% feel that the Internet has filled the gap (35.6% disagreed). A strong majority (77.9%) oppose government intervention to prop up the struggling industry. More than two-thirds (67.9%) feel that "old-style, traditionally fair and objective journalism is dead," yet a similar number (64.1%) consider journalism vital to a healthy democracy.
Something has to give here, and I'm hopeful for the adaptation and sustenance of the media industry. We should find comfort that survey respondents recognize its importance, and demand a return to the age-old industry values that are arguably eroding before our eyes. Some would argue that the industry is conforming to the demands of a changing market, but the contradictions present in this survey argue otherwise. The problem is multifaceted and involves consumers, too. They must become more media literate and demand the restoration of "traditionally fair and objective journalism" in 21st Century packages.
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