now we take a global look at media as an institution there's both good and bad news in here the media is distrusted in 22 of 28 countries that's not obviously not ideal news the good news this year is we have seen more countries with increases in trust 12 then decreases 10 but it is still overall you know pretty significant state of distrust among the media but it's important to understand what people think of when they respond to a question about media so we asked them what do you assume is meant by media in general and
the answers are quite surprising and they show a big change in how people perceive the media so thankfully traditional journalism is still top of mind it's a significant percentage of almost 90% but you'll notice platforms and even branded content and influencers are now interpreted as media and so for us that calls out a real burning platform need for traditional media to stake out its claim as the Fourth Estate differentiated from other forms of media that people are interpreting as media now we also look in the u.s. it's important to note that not entirely surprisingly trust
levels do differ by voting preference so we asked voters in the US for those who did vote we asked them did you vote for President Trump or Hillary Clinton and generally Hillary Clinton voters are more trusting it been with the media in particular you see significantly higher trust among the Hillary voters for Trump voters there is distrust in every institution except business not entirely surprisingly now we also do break out how people are feeling in trust in traditional medium versus platforms and for platforms we use the definition of things like social media platforms but also
search historically we've seen the move in tandem and there's been a slight increase in trust or it's like surplus of trust in traditional media this year for the first time we've seen a big gap right where traditional media has held it in the u.s. it's held it's increase over the past couple years and platforms have dropped significantly and I would note that this is several months before the worst of the attention to Facebook and others was hitting the news so we probably would expect next year that we're going to see further depletion in the in
the platforms but it is not all great news for traditional media there's a significant number of people who feel that the traditional media often can have the wrong priorities for example sacrificing on quality of media in order to just get large audiences or cutting corners on accuracy in order to get the the scoop first or break the news or even pursue a political agenda over the role of informing the public so these are pretty large majorities across all of those one of the other things we look at is voices of credibility and how people view
this sources of information in their level of credibility and a couple things to note here for the past several years a person like yourself has been by far the most trusted source of information around the world followed by experts historically experts were in the lead now we've seen that reversal and our interpretation is that this is due to concerns about media echo chambers and fake news and people are now thankfully turning back to experts as credible sources of information however
