Get blog by email
My bookmarks
LinkedIn profile
Facebook profile
Hear hear: credibility by media type in Canada
Monday, November 5th, 2007 at 7:39 am
Hello - welcome to my website.
On my blog I write about marketing, public relations and digital communications. To keep up-to-date with my posts you may want to subscribe to my RSS feed or sign-up to receive blog posts by email.
Thanks for visiting and I hope you find my site useful.
Thanks to Judy Gombita for the link to a Canadian study into which types of media are most trusted (reported here, full results here).
The study showed that credibility of “new” media rated significantly lower than “old” media - something that I regularly have to remind myself when I get a bit over-enthusiastic about the social media ecosystem that I personally enjoy participating in.
Award for sensible quote of the day goes to Apex president, Pat McNamara:
“It’s no secret that there are more information options than ever before, but what we’ve learned with this study is how and why consumers are making certain choices…if we want to communicate with the public, we need to understand where they get their information and how they are making decisions…we can’t abandon traditional media. But we also need to understand that it’s becoming increasingly vital to talk to audiences through multiple channels.”
Who audiences trust for information is the result of a complex thought process involving more than just channel of delivery - factors including audience age, consumption history, “relationships” with individual authors and political outlook are also important when individuals make their sub-conscious assessment of how much importance they place on a particular communication.
But it’s useful all the same to try to isolate the trust that different channels can contribute to the overall trust placed in an information source.
The important factor here could well be that with “old” media I think there’s trust in the channel - people trust their usual newspaper - whereas, taking blogging as an example of “new” media, people don’t trust blogs per se, as there are thousands of blogs they are exposed to, but they trust bloggers instead. And this trust takes time to build up, just like it would in a face to face friendship.
[tags]trust, statistics, old+media, new+media[/tags]
Tags: new+media, old+media, Public relations, Social media, statistics, trust
Comments on “Hear hear: credibility by media type in Canada”
Leave your comment
Latest links 
Links to interesting information I've spotted recently on the web:
- Councils told: embrace social networks
- Communications: Some lessons from the New Deal for Communities Programme - Communities and neighbourhoods - Communities and Local Government
- e-Published: my e-book, Brands in Networks...
- Research brief links engagement, business improvement to internal use of Web 2.0
- AskPeople: Easy, quick & simple online feedback surveys, polls and questionnaire forms
- What is Social Media? eBook on Mashable
- Cook & Hopkins Social Media Report - 3rd Edition
- What does really advanced IC look like?
- Trust, the Media & the public sector
Latest bookmarks
My most recent bookmarks from del.icio.us:
- Welcome to Where I Live | Where I Live
- Utilising Web 2.0 in local government
- MySpace and Facebook Fast Becoming the Leading Mobile Social Networks
- searching for the impact of empowerment report - MORI
- Demos | Publications | State of Trust
- Pew Internet: Teens, Video Games and Civics
- Advance » Blog Archive » Homepage redesign harder than it looks
- Final Report Available - Youth Work and Social Networking Research Project
- How are young people using social media?
- RSS plugin for WordPress » :: TechBlog ::
Tuesday, November 6th, 2007 at 4:43 am
I know and like Pat, but that quote is squarely on the fence. I took from the results that 18-24 year olds see new media as twice as credible vs. the national average. That’s a stat I’d like to follow on an annual basis. I blogged this at http://www.prworks.ca/index.php/apex-prs-credibility-survey-released-new-media-twice-as-credible-among-18-24-year-olds/
Tuesday, November 6th, 2007 at 5:08 pm
[...] Simon Wakeman makes an interesting observation in his discussion of this study: The important factor here could well be that with “old” media I think there’s trust in the channel - people trust their usual newspaper - whereas, taking blogging as an example of “new” media, people don’t trust blogs per se, as there are thousands of blogs they are exposed to, but they trust bloggers instead. And this trust takes time to build up, just like it would in a face to face friendship. [...]