Traditional Media Trumps Threat of Fake News According to Annual Ogilvy Media Influence Survey
- More than half of journalists worldwide (52%) find traditional media to be the most trusted news sources, followed by company websites and press releases (22%).
- North America – Traditional media, 59%; company websites and press releases, 15%.
- EMEA – Traditional media, 47%; company websites and press releases, 22%.
- Asia Pacific – Traditional media, 50%; company websites and press releases, 29%.
- The current political climate has changed the way journalists have reported stories in the last 12 months.
- North America – More than half of journalists (54%) have changed their reporting methods.
- EMEA – 41% of journalists have altered their reporting based on the political climate.
- Asia Pacific – 34% of reporters have adjusted their practices.
- Globally, journalists believe social media (25%), polarized media coverage (14%) and confirmation bias (14%]) have contributed the most to the rise of fake news. Reporters in EMEA (14%) and Asia Pacific (17%) also believe money is a contributing factor to its rise.
- North America – Journalists find that social media (24%), polarized media coverage (17%) and confirmation bias (14%) have advanced the phenomenon of fake news.
- EMEA – Reporters believe fake news is amplified by social media (24%), polarized media coverage [16%] and money (14%).
- Asia Pacific – Reporters attribute the rise of fake news to social media (26%), confirmation bias (17%) and money (17%).
Ogilvy is one of the largest marketing communications companies in the world. It was named the Cannes Lions Network of the Year for five consecutive years: 2012, 2013, 2014, 2015 and 2016; the Effie Awards’ World’s Most Effective Agency Network in 2012, 2013 and 2016; and Adweek’s Global Agency of the Year in 2016. The company is comprised of industry-leading units in the following disciplines: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, promotion and relationship marketing; consulting, research and analytics; branded content and entertainment; and specialist communications. Ogilvy services Fortune Global 500 companies as well as local businesses through its network of more than 500 offices in 126 countries. It is a WPP company (NASDAQ: WPPGY).
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