A recent study conducted for the Journalism Matters campaign has revealed that the majority of Brits place a high value on trusted journalism in today’s society. The survey, which polled 2,000 individuals via OnePoll, discovered that 76 percent of respondents believe that journalism plays a crucial role in the current environment, with reasons including the prevalence of fake news and misinformation, an influential government with limited opposition, and a devolution agenda aimed at decentralizing power to regional areas.
Social media was identified as a major source of fake news and misinformation by 71 percent of participants, with 67 percent expressing the belief that this misinformation directly impacts politics in the UK. Furthermore, nearly 80 percent of those surveyed feel that tech companies should face heavy fines if they allow fake news to proliferate on their platforms, while 60 percent think advertisers should withdraw or significantly reduce their funding if these companies fail to address misinformation.
Jo Allan, CEO of Newsworks, expressed satisfaction at the public’s understanding and appreciation of journalism’s essential role in society, especially in a year dominated by political issues. She emphasized the importance of trusted journalism in holding those in power accountable and combating the spread of fake news, misinformation, and disinformation.
In addition, the survey revealed that 60 percent of respondents believe that AI firms and tech giants should not be permitted to use copyrighted works, such as journalism, to train AI models without explicit permission. NMA chief executive Owen Meredith highlighted the significance of protecting journalism and creative industries through robust copyright regulations, particularly in the face of increasing challenges to democracy.
Following the Labour Party’s decisive victory in the July general election, the public’s perception of the importance of trusted journalism in scrutinizing the government has intensified. Sixty-four percent of participants agreed that journalists play a crucial role in holding power accountable, particularly when the governing party holds a significant majority in the House of Commons.
The survey also indicated a growing significance of local news media, with 66 percent of respondents believing that local news outlets will become increasingly important in representing communities as the government pushes forward with its devolution agenda. This shift aims to transfer power from Westminster to the nations and regions, emphasizing the vital role of journalism in ensuring transparency and accountability at all levels of government.