• Skip to main content
  • Skip to secondary menu
  • Skip to footer

Opinion.org

#Opinion: opinion matters

  • Sponsored Post
    • Make a Contribution
  • About
  • Contact

Fake News: Not Just a Social Media Problem

June 18, 2018 By Opinion.org Leave a Comment

Today, Ogilvy announced the findings of the 2018 Global Media Influence Survey at the Cannes Lions Festival, which revealed trust in traditional media as a source for news has declined 22 percent since 2016. The survey of over 350 journalists worldwide found that these shifts will likely lead to more collaborations between traditional and social media in the coming years, as both confront ongoing challenges to consumer trust.

“Traditional news outlets are alive and well, but their partnerships with social media will have to continue to evolve,” said Jennifer Risi, Worldwide Chief Communications Officer at Ogilvy. “It is increasingly clear that traditional media will have to collaborate across channels, and those integrations with social media will be key to their ability to drive authentic, transparent communications going forward.”

Trust in traditional media has declined overall from 72% in 2016 to 50% this year. The survey also found that an overwhelming majority of journalists (68%) believe it is the responsibility of both the news industry and social media giants, like Facebook, to combat media “echo chambers.” By contrast, only 24% of those surveyed believe it is the individual responsibility of consumers to diversify their news sources.

This is the 5th edition of the annual survey of 363 reporters and editors around the globe, conducted by Ogilvy’s Media Influence team members in 22 offices across North America, EMEA and Asia Pacific (APAC).

Additional key findings:

In North America, traditional media is followed by social as the most trusted news source at 17%, an increase from 12% in 2017. In EMEA and APAC, owned content such as company websites and press releases are the second most trusted at 34% and 24%, respectively, compared to 10% and 11% for social media.
The number of journalists expecting to see more collaboration between traditional and social media moving forward increased to 38%, up from 24% in 2017. This exceeds the belief that consumers will grow more willing to pay for their news from verified sources (26%).
Respondents in North America and EMEA believe social media giants bear the most responsibility for combatting media echo chambers (35% and 33%), while APAC journalists believe the news industry should rethink its for-profit business model (47%).
As traditional media continues to adapt, more than 6 in 10 journalists believe online news will surpass TV as the number one news source within the next 5 years. North American respondents believe it will take longer (3-5 years) than EMEA and APAC (1-2 years).
When asked to look five years ahead, journalists said they predict Artificial Intelligence will be the most adopted media innovation [51%] more so than augmented reality [37%].
Now in its fifth year, Ogilvy’s annual global media survey is quickly becoming an indispensable industry resource. Ogilvy will announce results from the second half of the survey later this summer.

About the Survey
Ogilvy’s Media Influence team fielded a 10-question survey of 363 news media professionals across the North America, Asia Pacific and EMEA regions. The survey assessed new strategies for an increasingly digital world and focused on the sentiments of reporters, editors and producers who cover a vast range of topics, including national news, business and financial news, law and human resources news, as well as consumer trends, technology, entertainment, politics, healthcare, travel and multiethnic communities. The survey was conducted in April 2018 via phone and email by Ogilvy’s Media Influence staff members based in 22 offices across the globe.

About Ogilvy
Ogilvy has been producing iconic, culture-changing marketing campaigns since the day its founder David Ogilvy opened up shop in 1948. Today, Ogilvy is an award-winning integrated creative network that makes brands matter for Fortune Global 500 companies as well as local businesses across 131 offices in 83 countries. The company creates experiences, design and communications that shape every aspect of a brand’s needs through six core capabilities: Brand Strategy, Advertising, Customer Engagement and Commerce, PR and Influence, Digital Transformation, and Partnerships. Ogilvy is a WPP company (NYSE: WPP). For more information, visit http://www.ogilvy.com/, or follow Ogilvy on Twitter at @Ogilvy and on Facebook.com/Ogilvy.

SOURCE Ogilvy

Filed Under: Opinion

Reader Interactions

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Footer

Recent Posts

  • Hamas’ Grand Deception: How Radical Islamists Manipulated Western Liberal Sentiments
  • Qatar’s Masterful Manipulation of the Trump Administration Exposes Dangerous Diplomatic Weakness
  • Putin Plays Trump’s Administration Like a Violin Virtuoso
  • Understanding the Concept of a Deep State
  • Bessent Urges Canada to Follow Mexico in Adopting China Tariffs
  • Europe’s Empty Words Will Not Save Ukraine
  • Zelensky Stands Firm Against White House Pressure
  • Shifting Trade Winds: The Uncertain Future of U.S.-China Economic Ties
  • Iran’s Strategic Dilemma After the Fall of Assad
  • The Unraveling of Putin’s Geopolitical Strategy in the Wake of Assad’s Fall

Media Partners

  • Exclusive Domains
  • Press Media Release
  • Briefly
  • OPINT
  • VPNW
  • S3H
  • PressClub.US
  • Israel News

Media Partners

  • Technology Conferences
  • Event Sharing Network
  • Defense Conferences
  • Cybersecurity Events
  • Event Calendar
  • Calendarial
  • Domain Market Research

Copyright © 2015 Opinion.org

We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. By clicking “Accept”, you consent to the use of ALL the cookies.
Do not sell my personal information.
Cookie SettingsAccept
Manage consent

Privacy Overview

This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
Necessary
Always Enabled
Necessary cookies are absolutely essential for the website to function properly. These cookies ensure basic functionalities and security features of the website, anonymously.
CookieDurationDescription
cookielawinfo-checkbox-analytics11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Analytics".
cookielawinfo-checkbox-functional11 monthsThe cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional".
cookielawinfo-checkbox-necessary11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookies is used to store the user consent for the cookies in the category "Necessary".
cookielawinfo-checkbox-others11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other.
cookielawinfo-checkbox-performance11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Performance".
viewed_cookie_policy11 monthsThe cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. It does not store any personal data.
Functional
Functional cookies help to perform certain functionalities like sharing the content of the website on social media platforms, collect feedbacks, and other third-party features.
Performance
Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors.
Analytics
Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc.
Advertisement
Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. These cookies track visitors across websites and collect information to provide customized ads.
Others
Other uncategorized cookies are those that are being analyzed and have not been classified into a category as yet.
SAVE & ACCEPT