Research: The Importance of Trusted News Sources During an Election
By Rahul Sethi
As appearing on the INMA blog on November 5, 2018.
This past summer, Vividata, in partnership with Kantar, released the Canadian Trust in News Study. This study examined how Canadians feel about their news sources in the era of ‘fake news’, their preferred and trusted sources, and the importance of quality journalism.
In my last post, I discussed audience awareness of ‘fake news’, and the importance for news brands to leverage their heritage of trust and a reputation for providing in-depth coverage to retain and grow their audience. In this post, we further explore this opportunity for news brands to assert their inherent credibility; especially during an election year.
Trust in News Coverage of Politics and Elections
In October of 2019, Canada will have its next national election. In any country, national elections are a gripping time for news audiences, especially with the propagation of ‘fake news’. Trust in the news sources audiences use is paramount as they search for election updates, candidate platforms and an idea of who they should elect to run their country.
As far as trust in news coverage of politics and elections, digital media is losing out in terms of the impact of ‘fake news’ on trust (see Figure 1). 66% of news audiences claim to trust social media less as a result of ‘fake news’. Also losing audience sentiment regarding trust are websites or apps of digital only news outlets. It is not surprising that digital only channels are losing audience trust, as the creators of ‘fake news’ rely on these channels to spread their content.