A new study, commissioned by Newsworks and the News Media Association (NMA) for this year’s Journalism Matters campaign, has found that 76% of Brits ‘value trusted journalism more than ever’. Conducted by OnePoll, the research uncovered three factors that have contributed to this finding: fake news and misinformation, a powerful government with little opposition, and the devolution agenda.
According to the NMA, 71% of those surveyed view social media as the main driver of fake news and misinformation. Nearly 80% also think tech companies should be fined if they permit fake news on their sites and 60% believe brands should cease or reduce their spending with these companies.
Jo Allan, CEO of Newsworks, commented on the study: ‘It is really encouraging to see that most people in the UK understand and value the important role journalism plays in all our lives — and that appreciation only appears to be growing. In a year where politics has dominated the domestic and international agenda, journalism continues to play a crucial role in holding those in power to account. And of course, against a backdrop of fake news, misinformation and disinformation, trusted journalism matters to people more than ever before.’
The study also looked at people’s views on AI and found that 60% think tech companies should not use journalism (and other copyrighted works) to train AI unless they have obtained ‘clear permission’. Owen Meredith, CEO of the NMA, addressed this:
‘The debate around AI and IP is an important opportunity for government to stand up for journalism and the creative industries by maintaining the robust copyright protections which have allowed the UK creative to become a growth powerhouse, respected and admired across the world.’
Featured image: Peter Lawrence / Unsplash