Americans and the News Media:
What they do
— and don't —
understand about each other
New research reveals
miscommunication, dissatisfaction — and
opportunities
June
2018
FOR FURTHER INFORMATION ON THIS REPORT:
Eric Young, Public Affairs Manager, NORC
301
-634-9536
Young
-Eric@norc.org
www.mediainsight.org
© 2014 iStock/anouchka
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Americans and the News Media: What they do — and don't — understand about each other Page i
TABLE OF CONTENTS
OVERVIEW ......................................................................................................................................................................... 1
Implications ........................................................................................................................................................................................................................... 3
About the study .................................................................................................................................................................................................................. 4
WHAT THE PUBLIC EXPECTS FROM THE PRESS (AND WHAT JOURNALISTS
THINK) ................................................................................................................................................................................ 4
The public and journalists expect the same things from the news media. The public just doesn’t
think it’s getting it. ............................................................................................................................................................................................................ 4
How hard it is to distinguish news from opinion ..................................................................................................................................... 7
WHAT AMERICANS KNOW, AND DON’T, ABOUT HOW JOURNALISM WORKS ..................................... 9
Most people know what anonymous sources are, but not why journalists use them. .............................................. 11
What people think the term “fake news” really means ......................................................................................................................13
What journalists think of fake news ................................................................................................................................................................. 15
Transparency as a way of increasing trust ................................................................................................................................................. 16
The public is somewhat positive about what drives journalists to cover a story. ....................................................... 18
HOW DOES PERSONAL EXPERIENCE WITH NEWS AFFECT A PERSON’S VIEWS? ............................ 19
Education and hands-on experience factor into trust and understanding. ....................................................................... 19
How interactions with journalists or involvement in news coverage affects understanding and
trust in news ......................................................................................................................................................................................................................... 21
Journalists interact with the public more frequently on social media than through interviews. ................... 24
LEVELS OF TRUST AND HOW AMERICANS FEEL ABOUT THE FAIRNESS AND
ACCURACY OF THE PRESS ........................................................................................................................................ 25
Trust in the media overall has declined in the last year, but people’s trust in their favorite news
outlets has grown. ........................................................................................................................................................................................................... 25
How Republicans and Democrats view press accuracy ................................................................................................................. 30
Where do Americans think the news industry is going? .................................................................................................................31
The public is divided on whether the media protects or hurts democracy. ......................................................................31
HOW AMERICANS DESCRIBE THEIR NEWS CONSUMPTION BEHAVIORS ............................................ 33
Americans say they frequently scan headlines and also read stories in-depth, but pay attention
to opinion content less often. .................................................................................................................................................................................. 33
ARE NEWSPAPER SUBSCRIBERS MORE KNOWLEDGEABLE OR APPROVING OF
THE NEWS MEDIA? ...................................................................................................................................................... 35
Newspaper subscribers hold more positive views of many specific types of media — and have
an easier time deciphering news from opinion — than do non-subscribers. .................................................................... 35
While subscribers are more likely to think the media protects democracy, they agree the
industry is headed in the wrong direction. ................................................................................................................................................. 37
HOW YOUNGER AND OLDER AMERICANS UNDERSTAND AND INTERACT WITH
NEWS ................................................................................................................................................................................. 37
Older Americans have more positive views about the accuracy and trustworthiness of the
media. ........................................................................................................................................................................................................................................ 37
Older adults have more positive views of TV news outlets, while younger adults tend to have
more favorable attitudes toward social media. ....................................................................................................................................... 39
Although young adults are more likely to have taken a media literacy class or started a blog,
older adults report more familiarity with common journalistic terms. ................................................................................ 40
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HOW MUCH REPUBLICANS AND DEMOCRATS TRUST OR UNDERSTAND THE
NEWS MEDIA .................................................................................................................................................................. 42
Partisanship drives perceptions, trust, and opinions toward media. .................................................................................... 42
Keeping up with the news, seeking it out, and using favorite sources ................................................................................ 42
Democrats are generally more positive, even when it comes to their own preferred news
sources. ................................................................................................................................................................................................................................... 42
Partisans diverge somewhat on how they want the news covered. They differ even more on
how they think news is actually covered.................................................................................................................................................... 44
In general, Democrats find it easier to differentiate opinion and news. Across parties, Americans
agree that more information about sources is key to improving trust................................................................................. 45
There are sharp differences in general perceptions of the news industry across parties. ................................... 47
Partisans agree on some definitions of the term “fake news,” and disagree on others. .......................................... 47
Partisans do agree on some priorities for the news industry, though Democrats place higher
levels of importance on several potential media roles. .................................................................................................................... 48
METHODOLOGY ............................................................................................................................................................ 50
General Public Survey ................................................................................................................................................................................................ 50
Journalist Survey ............................................................................................................................................................................................................ 50
Contributing Researchers ......................................................................................................................................................................................... 53
Acknowledgements ...................................................................................................................................................................................................... 53
About The Media Insight Project ........................................................................................................................................................................ 53
About The American Press Institute ................................................................................................................................................................ 53
About The Associated Press-NORC Center For Public Affairs Research ........................................................................... 54
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Americans and the News Media: What they do — and don't — understand about each other Page 1
OVERVIEW
A key factor in the erosion of Americans’ trust of their news media is a failure to communicate — we
have a public that doesn’t fully understand how journalists work, and journalism that doesn’t make
itself understandable to much of the public.
This fundamental pattern emerges from a new study by the Media Insight Project. We conducted twin
surveys of both the public and journalists, asking each group parallel questions about the public’s
understanding of journalistic concepts, the public’s interactions with journalists, and how all of that
affects people’s assessment of the news media.
The findings released today reveal problems of miscommunication, as well as opportunities. They
highlight shared ideals: for example, the public and journalists want the same things from the press —
verified facts, supplemented by some background and analysis. But they also reveal dissatisfaction:
many Americans think what they see in the news media looks largely like opinion and commentary —
not the carefully reported contextualizing they hoped for.
Moreover, the public is confused by some basic concepts of news. Half do not know what an “op-ed” is.
More than 4 in 10 do not know what the term “attribution” means, and close to 3 in 10 do not know the
difference between an “editorial” and a “news story.”
Journalists we surveyed expect some of these results. They think the public has an even lower
opinion of journalists, are less able to grasp basic concepts, and are more passive in their news
consumption.
Despite the fact that the individual journalists we surveyed say they are aware of, and even
overestimate, the level of the public’s misunderstanding of their craft, the broader news industry still
has to act on that knowledge — through steps such as transparency, labeling, eliminating jargon, and
letting the public participate in the news.
The good news is that progress seems achievable. In addition to shared ideals, the survey finds a
substantial desire on the part of both journalists and the public for more transparency.
The public is especially interested in hearing more about sources and individual story decisions. For
example, even though a majority of Americans understand what anonymous sourcing is, most also
think that even their favorite news organizations should better explain their use of unnamed sources.
People also generally are more frequent, deeper, and more active news consumers than journalists
give them credit for. And the public trusts their favorite sources of news and individual reporters more
than journalists think they do.
The bottom line: The public is ready for a relationship with more understanding and trust, if news
media can take the right steps to earn it.
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Americans and the News Media: What they do — and don't — understand about each other Page 2
Americans and the News Media: Key trends at a glance
THE PUBLIC AND JOURNALISTS SHARE SOME EXPECTATIONS
63% OF PEOPLE PREFER NEWS COVERAGE WITH MOSTLY FACTS AND SOME ANALYSIS
AND 66% OF JOURNALISTS EXPECT THIS IS WHAT THE PUBLIC WANTS
BUT THE PUBLIC DOESN’T SEE WHAT IT EXPECTS
42% THINK NEWS THEY SEE VEERS TOO FAR INTO COMMENTARY
35% HAVE A VERY OR SOMEWHAT NEGATIVE VIEW OF NEWS ORGANIZATIONS IN GENERAL
PEOPLE ARE CONFUSED OVER SOME BASIC NEWS CONCEPTS
50% ARE NOT SURE WHAT AN “OP-ED” IS
43% DO NOT KNOW WHAT THE TERM “ATTRIBUTION” MEANS
42% DO NOT UNDERSTAND HOW ANONYMOUS SOURCING WORKS
THE PUBLIC AND JOURNALISTS AGREE ON WAYS TO INCREASE TRUST
68% OF PEOPLE SAY THE MEDIA SHOULD OFFER MORE INFORMATION ABOUT SOURCES
AND 66% OF JOURNALISTS AGREE
48% OF PEOPLE SAY JOURNALISTS SHOULD EXPLAIN HOW A STORY WAS REPORTED
AND 42% OF JOURNALISTS AGREE
44% OF PEOPLE SAY NEWS ORGANIZATIONS SHOULD EXPLAIN THEIR POLICIES BETTER
AND 48% OF JOURNALISTS AGREE
These are some of the findings in this unusual pairing of surveys of journalists and the public. We
explored several different and more nuanced dynamics that come into play in trust, familiarity, news
literacy, and transparency.
■
Generally, the public and journalists agree on what kind of journalism they want — verified
facts, supplemented by some background and analysis. The public (87 percent) and journalists
(99 percent) agree that most of all the press should verify the facts. When asked what kind of news
is most useful, a majority of the public says news reporting that mostly provides facts but also
combines some background and analysis to give audiences context.
■
But many Americans think what they see in the news media looks like opinion mongering. The
largest proportion, 42 percent, think most of the news reporting they see is opinion and
commentary posing as news reporting — and another 17 percent say news coverage includes too
much analysis. Just a third say most of the reporting they see is striking the right balance.
■
There is also substantial confusion on major concepts. On a battery of nine core journalism
terms, a majority of Americans are very familiar with only three of them. Just 28 percent of adults
feel comfortable they know what an op-ed is; 30 percent feel confident they know what attribution
means in journalism; less than half know the difference between an editorial and a news story.
Only 18 percent say they know the term “native advertising.”
■
As low as these numbers are, journalists expect even worse. For example, 15 percent expect the
public to know what an op-ed is, and just 9 percent say the public knows what attribution means.
■
Anonymous sourcing deserves more explanation. A majority of Americans, 58 percent,
accurately describe what anonymous sourcing in journalism involves. Just 35 percent say even
their favorite news organizations do a good job of explaining it.
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Americans and the News Media: What they do — and don't — understand about each other Page 3
■
Trust in preferred news organizations is rising. And while 56 percent of Americans think
journalism is on the wrong track — and 44 percent trust it less than they did a year ago — those
numbers look strikingly different when you ask people about the news organizations they use
most often. When asked about their favorite news organization, fully 32 percent of Americans trust
it more than they did a year ago.
We spotted other interesting trends as well. For example, in a current political context where President
Donald Trump’s rhetoric on “fake news” is broad and far-reaching, the meaning of that term to the
public includes a range of definitions — everything from fake news organizations making things up, to
real news organizations making things up, to all kinds of news organizations passing along
unsubstantiated conspiracy theories.
Political polarization is clearly another big challenge to building trust. Republican trust in the media is
lower than that of Democrats or independents, and that correlates strongly with Republicans’ feeling
that the press covers them inaccurately. In this sense, the challenge is partly a journalistic one.
The trust challenge is also complicated by age. Younger Americans who grew up within a disrupted
media landscape are also more skeptical of the media, almost as skeptical as Republicans. Most adults
age 18 to 29 view the news as fairly inaccurate, while most age 30 and above consider it fairly accurate.
IMPLICATIONS
Several implications for the news industry emerge from this report.
The predominant view among the public that news veers too far into commentary and opinion
suggests that journalists should reassess their attempts to interpret the facts they are presenting.
While majorities do prefer news that is mostly facts with some background and analysis, many think
most news actually seems like opinion.
In addition, the study shows that the public is open to trusting the media more — and to achieve this
the media can increase transparency, clarity, and explanation of sources. Those efforts also could be
essential in addressing fake news and misinformation, which both the public and journalists consider
a major problem.
The low opinion journalists have of their audience may be a major underlying factor that gets in the
way of winning back trust. As journalists and their news organizations pursue strategies to improve
their relationship with the public, it’s worth noting that the public’s views and behaviors may not be
as simplistic or dim as journalists make them out to be.
Efforts to increase media literacy also suggest a way forward. We see in the survey results that public
respondents with personal media experience — especially those who have taken a course on the topic
or participated in media at their schools — have a better understanding of journalistic terms, more
positive views of several types of media, and in many cases an easier time differentiating news and
opinion. However, they have similar levels of trust and views about the direction of the news industry.
So journalism education correlates with deeper understanding, but even educated news consumers
see flaws in today’s journalism. This underscores even further that efforts to verify the facts, increase
transparency, and provide more clarity may help close the communication gap between the news
media and the public.
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Americans and the News Media: What they do — and don't — understand about each other Page 4
ABOUT THE STUDY
The two surveys in this study were conducted by the Media Insight Project, an initiative of the
American Press Institute and The Associated Press
‑
NORC Center for Public Affairs Research. The
general population survey of 2,019 adults using NORC’s AmeriSpeak
®
Panel was conducted from
March 21 through April 17, 2018, via the web and telephone. The survey of 1,127 journalists was
conducted from March 1 through April 12, 2018, via the web. The study was designed to reach a
representative sample of newsroom personnel with editorial or reporting responsibilities. To reach
this target population, we drew a sample across different types of outlets and job titles, using a
database of media contacts maintained by Cision Media Research. The sample was drawn along three
dimensions — job title, outlet type, and whether the outlet was a national or local organization.
Poststratification weighting variables to adjust for nonresponse included media outlet and whether
the outlet the respondent worked for was considered a national or local organization. The overall
margin of sampling error for the general population survey is +/
‑
3.0 percentage points, and for the
survey of journalists it is +/
‑
3.5 percentage points. The detailed methodology is found at the end of
this report.
WHAT THE PUBLIC EXPECTS FROM THE PRESS (AND
WHAT JOURNALISTS THINK)
THE PUBLIC AND JOURNALISTS EXPECT THE SAME THINGS FROM THE NEWS MEDIA.
THE PUBLIC JUST DOESN’T THINK IT’S GETTING IT.
What do people want from journalists? Above all, the public says it wants accuracy — for the media to
verify and get the facts right. Fully 87 percent rank that as extremely or very important, higher than
any other item.
People also want journalists to be fair to all sides (78 percent), to be neutral (68 percent), and to provide
diverse points of view (61 percent).
A majority (54 percent) also say it is extremely or very important for the press to be a watchdog over
the powerful. Thirty percent consider that somewhat important, and another 15 percent not very
important.
1
These rankings are similar to what journalists think they should be doing. On most items, in fact, the
numbers are even higher for journalists.
The most striking difference between public expectations of the press and journalists’ expectations
came on the watchdog role: While just over half of the public considers it extremely/very important,
fully 93 percent of journalists rank it so.
1
On several questions in this battery, there were significant differences in opinion by party, age, and other demographic groups. For example, on
this particular item about the media’s role as a watchdog, the political and demographic differences are notable. Sixty four percent of Democrats
say the watchdog role is extremely/very important, compared to 50 percent of Republicans and 39 percent of independents. In terms of age, adults
age 45 and older (61 percent) are more likely than adults under age 45 (45 percent) to think the watchdog role is important. And whites (58 percent)
are more likely than blacks (42 percent) and Hispanics (46 percent) to say this is important. Finally, education is also a differentiator, with a divide
between those with no college (48 percent) and college (66 percent). Later in this report key political and generational differences are provided in
more detail.
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What the public and journalists think the news media should do
Question: “Next, indicate how important you think each item is for the news media to try to do.”
Source: Media Insight Project poll conducted March 21-April 17, 2018, with 2,019 adults nationwide.
Source: Media Insight Project poll conducted March 1-April 12, 2018, with 1,127 journalists.
Knowing that people think accuracy is the most important thing and journalists agree — does the
public think the news media are accurate?
We asked a new question developed for this survey: If people have to choose, do they say that the
press is basically accurate and they can trust what they see? Or do they think that the press is fairly
inaccurate and they need to check multiple sources to know what’s true?
24
50
74
69
71
93
85
76
87
99
24
38
51
52
53
54
61
68
78
87
0 10 20 30 40 50 60 70 80 90 100
Make the news entertaining so
people will pay attention to it
Provide forums for
community discussions
Make it easier to find
important civic information
Help people understand
communities unlike their own
Report on possible solutions
to problems in society
Act as a watchdog of powerful
institutions and people
Provide diverse points of view
Be neutral
Be fair to all sides
Verify and get the facts right
Percent very or extremely important
Public Journalists
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Americans and the News Media: What they do — and don't — understand about each other Page 6
In all, 6 in 10 people consider most news reports accurate enough that they can trust them and don’t
have to check multiple sources to verify information. Four in 10 have the opposite view — that news
reports are pretty inaccurate, so much so that they feel they need to check multiple sources to verify
information before they know what to believe.
Journalists we surveyed were very close to anticipating how the public feels about this question.
How do Americans view the accuracy of most news?
Question: “Choose the statement that best describes how you view the news, even if it is not exactly right. In general…”
Question: “Which of the following statements comes closest to describing how you think most Americans view the
news?”
Source: Media Insight Project poll conducted March 21-April 17, 2018, with 2,019 adults nationwide.
Source: Media Insight Project poll conducted March 1-April 12, 2018, with 1,127 journalists.
We also asked the public a related question, about what kinds of coverage they find most useful. We
asked them to select a preference from four basic choices:
■
news coverage that mostly just reports the facts
■
news coverage that mostly reports facts with some background and analysis
■
news coverage that is mostly analysis
■
commentary and opinion
The findings are striking. People want facts, but they want more than just the facts. More than 6 in 10,
63 percent, say they want news coverage that is mostly facts but includes some background and
analysis.
By contrast, just over a quarter, 27 percent, say the press should stick strictly to the facts.
2
2
This question, asked with four response options, is a different result than a Pew Research Center poll conducted in 2016. Offering two choices,
Pew found that 59 percent of adults think the media should present the facts without interpretation, and 40 percent prefer facts presented with
interpretation. http://www.pewresearch.org/fact-tank/2016/11/18/news-media-interpretation-vs-facts/
40
59
36
63
0
10
20
30
40
50
60
70
80
90
100
Most news reports are fairly inaccurate, have to check
multiple sources to verify the information
Most news reports are fairly accurate, don't have to
check multiple sources to verify the information
Percent
What the public says What journalists say the public thinks
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Americans and the News Media: What they do — and don't — understand about each other Page 7
While people wants analysis, they think too much news coverage feels like commentary
Question: “Next, thinking about when you watch, read, or hear the news, which of the following best describes what you
find most useful…”
Question: “Now, we’d like to ask you about the content of news coverage specifically. Putting aside pure commentary and
opinion pieces, which of the following do you think best describes news coverage these days?”
Source: Media Insight Project poll conducted March 21-April 17, 2018, with 2,019 adults nationwide.
But by and large, the public doesn’t think the media is giving them mostly facts with only some
background analysis. When we asked people what best describes most of the news content they see —
putting aside pure commentary and opinion pieces — only 33 percent describe most of the news
coverage they see as providing mostly facts with just some background and analysis. Only 7 percent
say most of the news they see is just the facts.
Instead, the largest group of people consider most news coverage they see as far more opinionated.
Forty-two percent of adults think most news seems like commentary and opinion, posing as news.
And another 17 percent think most news coverage includes too much analysis.
In other words, people want context and background in their news coverage — and journalists want to
provide it. But the majority of the public thinks the press has veered too far toward opinion.
This stands out as a major gap — and both a challenge and an opportunity for journalists. Journalists
need to take a hard look at their attempts to contextualize the news or add analysis and interpretation.
Have they just become another round of commentators?
HOW HARD IT IS TO DISTINGUISH NEWS FROM OPINION
We took this question of separating news versus opinion one step further and asked people how
difficult it is for them to identify the difference between news and commentary in different kinds of
media they might encounter.
For the specific news outlet a person uses most often, most feel they generally have no problem
making this distinction. Nearly three-quarters of people (73 percent) find it very or somewhat easy to
distinguish news from commentary in their favorite news outlet.
But for all other media types, only about half or less say they can fairly easily make that distinction.
33
63
7
27
17
5
42
5
0 10 20 30 40 50 60 70 80 90 100
What public thinks news actually is
What public thinks is useful
Percent of public
Facts with some background and analysis Mostly just facts
Mostly analysis Just commentary and opinion
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Americans and the News Media: What they do — and don't — understand about each other Page 8
Local television news, which usually contains no formal commentary segments, scores highest.
Sixty-three percent say they can tell the difference between news and commentary on local TV news.
For cable news, and the news media in general, the numbers are just over half (54 percent for cable
news, 55 percent for the news media generally). Fifty-five percent can also easily tell the difference
between news and commentary on PBS, and 47 percent say the same for public radio.
We also asked about social platforms such as Twitter and Facebook — often carrying a mix of
commentary and news — and just 43 percent say they find it very or somewhat easy to sort news from
commentary on these popular platforms.
The public says distinguishing news from opinion is easiest with their preferred news source
Question: “Many news organizations produce opinion content as well as report the news. How easy or difficult is it for
you to tell the difference between the opinion content and news reporting in each of the following?”
Question: “Now thinking about news you see on social platforms such as Facebook or Twitter, how easy or difficult is it
for you to tell the difference between opinion content and news reporting?”
Source: Media Insight Project poll conducted March 21-April 17, 2018, with 2,019 adults nationwide.
In short, the press clearly needs to do more to clarify what is news, what is opinion, and what is
analysis. The public wants it. The press wants to provide it, but has failed to make those distinctions
clear enough for the public to understand.
43
43
47
47
50
54
55
55
55
57
63
75
31
21
31
34
28
22
20
29
31
23
25
16
21
32
19
15
19
23
24
13
11
18
10
8
0 10 20 30 40 50 60 70 80 90 100
Online-only news websites
Social media
National newspapers
Public radio such as NPR
Talk radio
National cable TV news such
as Fox News, CNN, or MSNBC
The news media in general
Your local newspaper
PBS
Broadcast TV news such
as NBC, CBS, or ABC
Local TV News
News organization
used most frequently
Percent of public
Very/somewhat easy Neither difficult nor easy Very/somewhat difficult
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Americans and the News Media: What they do — and don't — understand about each other Page 9
WHAT AMERICANS KNOW, AND DON’T, ABOUT HOW
JOURNALISM WORKS
People are strikingly unfamiliar with terms that many journalists use, probably without thinking —
such as the difference between an editorial and a news story, what the term “attribution” means, or
what an op-ed is.
Consider a few numbers. Fully 50 percent of the public say they are only a little familiar with the term
“op-ed,” or don’t know what it is. Just 28 percent of people say they are highly familiar with the term —
which refers to content on the opinion pages of newspapers written by columnists and guest writers.
The term originally came from print: An op-ed was on the facing or opposite page of the editorials in a
newspaper. This is a clear case of old newspaper terminology losing its meaning as we move into new
formats.
Yet it is hardly the only concept where there is substantial confusion.
More than 4 in 10 adults (43 percent) say they don’t really know what the term “attribution” means in
journalism, quite a bit more than the 30 percent who say they do understand that concept.
And most people, 57 percent, say they have little or no idea what the term “native advertising,” means,
which is also known as “sponsored content” and refer to paid marketing content that resembles other
editorial content in the publication. Just 18 percent say they are very or completely familiar with the
term.
For publications that hope to maintain the trust of their audience and rely on native advertising as a
major source of funding, this finding suggests a good deal more clarity and explanation might be
helpful.
On a list of nine fairly basic journalistic terms, a majority of the public say they are very or completely
familiar with just three of them: “political endorsement,” “breaking news,” and the difference between a
“news story” and a “press release.”
We asked journalists how well they expect the public to grasp some of these terms, and journalists
largely expect the public is even more unfamiliar with these core journalistic concepts.
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Americans and the News Media: What they do — and don't — understand about each other Page 10
Much of the public does not understand some key journalistic terms — yet journalists expected the
results to be even worse
Question: “Next is a list of different terms or concepts that sometimes appear in journalism and media but may or may
not be familiar to most people. How familiar are you with each term or concept?”
Question: “Next is a list of different terms or concepts that sometimes appear in journalism and media. For each one,
please rate how well you think most Americans understand the difference between the terms or the meaning of the
concept.”
Source: Media Insight Project poll conducted March 21-April 17, 2018, with 2,019 adults nationwide.
Source: Media Insight Project poll conducted March 1-April 12, 2018, with 1,127 journalists.
As an example, just 33 percent of journalists expect the public to completely or mostly understand
what a political endorsement is. Just 12 percent think the public has a strong grasp of the difference
between an editorial and a news story. Only 9 percent of journalists are confident the public knows
what the term “attribution” means.
Most journalists are also very skeptical about the public’s understanding of other journalism concepts,
terms, and processes.
For example, 43 percent of journalists expect the public to have little grasp of what the term “source”
means in journalism. More than half of journalists say the public does not understand what an
anonymous source is, or understand the First Amendment rights of the press.
Journalists are particularly skeptical that the public knows how they gather information for a story or
about the editing process.
12
30
60
60
65
83
62
56
87
11
19
21
27
28
29
43
50
57
0 10 20 30 40 50 60 70 80 90 100
What breaking news means
What a political endorsement is
The difference between a
news story and a press release
The difference between an
editorial and a news story
The difference between
a reporter and a columnist
The difference between an
analyst and a commentator
What attribution means
What an op-ed is
What native advertising is
Percent
Public says a little or not at all familiar Journalists believe public has a little or no understanding
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Americans and the News Media: What they do — and don't — understand about each other Page 11
Journalists doubt the public’s grasp of some journalistic concepts
Question: “How well do you think most Americans understand each of the following concepts of journalism?”
Source: Media Insight Project poll conducted March 1-April 12, 2018, with 1,127 journalists.
MOST PEOPLE KNOW WHAT ANONYMOUS SOURCES ARE, BUT NOT WHY
JOURNALISTS USE THEM.
The use of anonymous sources has been complicated and controversial for years. Support for
anonymous sources has been tracked in surveys by Gallup, Pew, and others. We wanted to go deeper
and see what people understand about what journalists are doing with these sources.
By and large, the result here is more affirming than many journalists expected. A slight majority of the
public understands anonymous sourcing.
Fully 58 percent of the public say (correctly) that when journalists refer to anonymous sources it
means the journalist knows the source’s identity, has checked the information the source provided,
and then withheld the source’s name in their news report.
Still, a sizable number of people are confused. The other 42 percent of the public are either unsure
what an anonymous source is or believe the journalists themselves do not know the source’s identity.
Of these, 12 percent believe journalists just take information from people whose identities they don’t
know and then publish it. Another 17 percent think journalists get information from people whose
identities are unknown to them, confirm what they are told, and then publish that. Another 13 percent
say they don’t know or are unsure.
1
2
4
8
11
15
8
18
21
30
33
42
91
79
74
62
56
43
0 10 20 30 40 50 60 70 80 90 100
The editing process at
most news organizations
How journalists gather
information for a story
The difference between news
content and opinion content
What “fact-checking
journalism” means
The First Amendment
rights of the press
What the term “source” means
Percent of journalists who say public understands it...
Extremely/Very well Somewhat well Not well at all/Not very well
Associated Press-NORC Center for Public Affairs Research | American Press Institute
Americans and the News Media: What they do — and don't — understand about each other Page 12
A majority of the public correctly understands anonymous sourcing, but a sizable proportion are still
confused
Question: “Which of the following best describes your understanding of how journalists use ‘anonymous sources’ in their
reporting?”
Source: Media Insight Project poll conducted March 21-April 17, 2018, with 2,019 adults nationwide.
We also went one step further and asked people how well news organizations explain all of this — at
least for those respondents who identified by name a news organization they rely on heavily.
The results suggest news organizations should be much clearer than they are now.
Only a little more than a third of people, 35 percent, say their favored news organization does a good
job (very or extremely well) explaining its use of anonymous sources.
A larger number, 47 percent, say the news organization they rely on does only somewhat well (28
percent) or not too well/not well at all (18 percent) in explaining what is meant by anonymous sources.
And another 19 percent can’t say.
Most people do not think their preferred news source explains anonymous sourcing very well
Question: “Thinking of [PREFERRED SOURCE], how well does that news organization explain its uses of anonymous
sources?”
Source: Media Insight Project poll conducted March 21-April 17, 2018, with 2,019 adults nationwide.
Yet, that is far better than journalists expect from most of the public.
12
17
58
13
0
10
20
30
40
50
60
70
80
90
100
Journalists take
information from
unknown people and
publish it
Journalists get
information from
unknown people, see if
they can confirm it, and
then publish it
Journalists know a
source’s identity and
check their information,
but do not include a
source’s name in their
news report
Don't know
Percent of public
35
28
18
19
0
20
40
60
80
100
Extremely/very well Somewhat well Not too well/not well at all Don't know
Percent of public
Associated Press-NORC Center for Public Affairs Research | American Press Institute
Americans and the News Media: What they do — and don't — understand about each other Page 13
In our survey of journalists, just 15 percent say they think most adults have an extremely or very good
understanding of what the term “anonymous sources” means.
Journalists are skeptical about the public’s understanding of anonymous sources
Question: “How well do you think most Americans understand each of the following concepts of journalism? What
‘anonymous sources’ means.”
Source: Media Insight Project poll conducted March 1-April 12, 2018, with 1,127 journalists.
The use of anonymous sources has been a sore point in public opinion data about trust for years, going
back to the mid-1990s. These latest results suggest that while some news organizations try to offer
more information about using unnamed sources than they once did, they have quite a distance to go in
making that practice clear to people — which strikes us as a basic precondition before you can even get
to the issue of whether people approve of the practice.
WHAT PEOPLE THINK THE TERM “FAKE NEWS” REALLY MEANS
Anonymous sourcing is also related to another area where there may be significant confusion between
what journalists do and what the public perceives — fake news.
The term “fake news” entered modern public discourse when Craig Silverman, a BuzzFeed News
editor, became one of the first to publicly use the phrase as part of a research project
in 2014. His
definition was “completely false information that was created and spread for profit.”
But more recently, President Trump began using the term to mean a variety of things, including stories
that he considered unfair or too critical.
What does the public think the term means now?
To understand what people think fake news is, we asked them to choose among several definitions of
the term. Given that a term could mean more than one thing, we offered them the opportunity to select
any of the definitions that they think describe fake news.
We found many people now ascribe multiple meanings to the term. While the largest number, 71
percent of the public, think fake news is, “made-up stories from news outlets that don’t exist,”
majorities also think it means other things as well. Sixty-two percent think it means “journalists from
real news organizations making stuff up.” A similar majority, 63 percent, also think fake news refers to
“media outlets that pass on conspiracy theories and unsubstantiated rumors,” which has become a
feature of some websites on the political extremes.
15
32
53
0
10
20
30
40
50
60
70
80
90
100
Extremely/very well Somewhat well Not too well/not well at all
Percent of journalists
Associated Press-NORC Center for Public Affairs Research | American Press Institute
Americans and the News Media: What they do — and don't — understand about each other Page 14
A smaller proportion of people (43 percent) think fake news refers to news organizations making
sloppy mistakes. Just 25 percent call satire or comedy about current events fake news.
The public associates multiple meanings with the term “fake news”
Question: “You may have heard about ‘fake news’ stories. Which of the following would you call ‘fake news’?”
Source: Media Insight Project poll conducted March 21-April 17, 2018, with 2,019 adults nationwide.
There are also notable differences across several demographic groups in what constitutes fake news.
Naturally, political factors like a person’s party affiliation (see the later chapter) or their opinion of
Trump makes a big difference.
For example, a majority — 52 percent — of those who approve of the president indicate that news
stories from real organizations that are unfair or sloppy constitute fake news, compared to 38 percent
of those who disapprove of the president. Finally, supporters of Trump are more likely than those who
disapprove of him to say satire or comedy about current events is fake news (31 percent vs. 21 percent,
respectively).
Both Trump supporters and opponents label many things “fake news”
Question: “You may have heard about ‘fake news’ stories. Which of the following would you call ‘fake news’?”
Source: Media Insight Project poll conducted March 21-April 17, 2018, with 2,019 adults nationwide.
71
63
62
43
25
0
10
20
30
40
50
60
70
80
90
100
Made-up stories
from news outlets
that don’t exist
Media outlets that
pass on conspiracy
theories and
unsubstantiated
rumors
Journalists from real
news organizations
making stuff up
News stories from
real organizations
that are unfair or
sloppy
Satire or comedy
about current
events
Percent of public who
selected definition
61
52
65
66
31
66
38
75
62
21
0
10
20
30
40
50
60
70
80
90
100
Media outlets that
pa
ss on conspiracy
theories and
unsubstantiated
rumors
News stories from
real organizations
that are unfair or
sloppy
Made-up stories from
news outlets that
don’t exist
Journalists from real
news organizations
making stuff up
Satire or comedy
about current events
Percent of public
Approve of president Disapprove of president
Associated Press-NORC Center for Public Affairs Research | American Press Institute
Americans and the News Media: What they do — and don't — understand about each other Page 15
All this, however, is largely a matter of terminology. It doesn’t tell us how often people think any of
these things are going on. How much do people worry about each of these possible forms of fake
news?
To a large extent, people think all of these things are a major problem.
Fully half (50 percent) of people who define fake news as real news organizations making things up
believe that it is a major problem for the media today, and 33 percent consider it a minor problem. Just
11 percent think it is not a problem.
A slightly larger group, 57 percent, think fake news organizations making up news is a major problem.
Fully two-thirds of those who think fake news is news organizations being sloppy consider that a
major problem (67 percent).
And 68 percent of those who think fake news includes news organizations passing along conspiracy
theories believe that is a major problem.
The point, however, is now clear. Those who wanted to expand the definition of fake news, to give it
multiple meanings and less precision, have prevailed.
WHAT JOURNALISTS THINK OF FAKE NEWS
Where does that leave journalists? They feel mired in this, overwhelmingly.
Nearly all journalists (a remarkable 97 percent) think the issue of fake news and misinformation is a
problem for the news industry. Indeed, 76 percent call it a major problem.
What can they do about it? Journalists think more clarity between opinion pieces and news, and how
they use sources in reporting, are important for addressing the fake news problem. (This would also
presumably help the basic problem of confusion over news and opinion.)
We offered journalists a list of transparency methods that have been advocated by journalism reform
advocates and scholars, and asked what they think of each. They liked most of them in large numbers.
The two most popular are: Nearly 8 in 10 journalists say their news organization should make the
difference between news stories and opinion content more distinct. And 7 in 10 say they should be
clearer about the identity and credentials of sources.
Associated Press-NORC Center for Public Affairs Research | American Press Institute
Americans and the News Media: What they do — and don't — understand about each other Page 16
Journalists think distinguishing news from opinion and clarifying sources will help combat “fake news”
Question: “To address the issue of fake news and misinformation, how important do you think each of the following
actions is for your news organization?”
Source: Media Insight Project poll conducted March 1-April 12, 2018, with 1,127 journalists.
TRANSPARENCY AS A WAY OF INCREASING TRUST
The steps cited above to combat fake news allegations closely relate to another movement gaining
force in journalism circles: the idea of journalists making their work more transparent
, so that the
public can see how the work was done and why they should believe it.
This notion of transparency in journalism is very close, actually, to the original notion of objectivity in
social science — which held not that the scientist had no point of view but that their work methods
were done in such a way that they could be understood and replicated by others. Transparency
ensured that the researcher’s method was objective, not that the researcher was without a hypothesis
they wanted to test or a belief that they held.
In the survey, we asked both journalists and the public about various steps journalists can take to
make their work more transparent.
Scholars working in the area of journalism have taken care to research on their own whether efforts by
journalists at being more transparent will work. We wanted to probe that as well and see if audiences
might respond to different efforts and how that compared to journalists’ attitudes.
In general, there is public support for the idea that journalists should explain themselves more
.
But some of these efforts resonate a good deal more with the public than others. And the journalists’
views of these efforts matched remarkably closely.
39
54
63
66
74
79
0 10 20 30 40 50 60 70 80 90 100
Spend more resources to
engage audiences on social
media platforms and elsewhere
Write more stories that educate
the public about fake
news and misinformation
Be more transparent about
the reporting process
Seek change in policies from the
social media platforms to fight
fake news and misinformation
Be clearer about the identity
and credentials of our sources
Make the difference between
news stories and opinion
pieces more distinct
Percent of journalists who say extremely/very important
Associated Press-NORC Center for Public Affairs Research | American Press Institute
Americans and the News Media: What they do — and don't — understand about each other Page 17
Among the public, two-thirds of respondents (68 percent) say they think it is extremely or very
important for journalists to offer more information about sources or evidence cited in stories. The
number of journalists who consider this a critical step to take is almost identical, 66 percent.
Interestingly, that is the only transparency step both groups were asked about that registers with a
majority of respondents thinking it is critically important.
The next option on the list, the idea that journalists should explain how the reporting for a particular
story is done, is considered critical to 48 percent of the public and 42 percent of journalists.
At the bottom of both lists is the idea that news organizations should offer more information about the
background and experience of reporters. About a third of public respondents (36 percent) and a
quarter of journalists (23 percent) think that is a critical step in rebuilding trust.
This doesn’t mean these practices are unnecessary or unhelpful, but they may be more useful in the
context of some stories than others. It is obvious why some breaking news stories are covered, for
instance, and the background of a reporter covering certain kinds of stories may be less pertinent in
some cases than others.
Journalists and the public agree more information about sources will increase trust
Question: “There is a lot of talk today about media building trust. How important do you think it is for journalists to do
each of the following:”
Source: Media Insight Project poll conducted March 21-April 17, 2018, with 2,019 adults nationwide.
Source: Media Insight Project poll conducted March 1-April 12, 2018, with 1,127 journalists.
23
26
48
42
58
66
36
40
44
48
68
0 10 20 30 40 50 60 70 80 90 100
Offer more information about the
background and experience of reporters
Explain why stories are
chosen in the first place
Explain more about the news
organization and its policies
Explain how the reporting
for a story was done
Explain any controversial
decisions done during reporting
Offer more information about the
sources or evidence cited in a story
Percent extremely/very important
Public Journalists
Not asked
Associated Press-NORC Center for Public Affairs Research | American Press Institute
Americans and the News Media: What they do — and don't — understand about each other Page 18
THE PUBLIC IS SOMEWHAT POSITIVE ABOUT WHAT DRIVES JOURNALISTS TO COVER
A STORY.
Although the public feels somewhat lukewarm toward journalists and also sees problems of
misinformation, they are not entirely cynical about journalists’ motivations. When it comes to what’s
important when journalists decide which stories to cover, majorities say that journalists do care about
how many people will pay attention to the story (62 percent) but also about how many people will be
affected by it (51 percent).
Fewer, 38 percent, say the personal biases or views of the journalists play a key role. Similar
proportions think journalists are driven by a desire to help people form their views on issues or solve
society’s problems
.
What people think drives news judgment
Question: “When journalists are deciding which stories to cover, how important do you think each of the following is in
their decision-making?”
Source: Media Insight Project poll conducted March 21-April 17, 2018, with 2,019 adults nationwide.
36
38
38
51
62
40
35
42
34
26
24
27
20
14
11
0 10 20 30 40 50 60 70 80 90 100
A desire to help solve problems in society
The personal biases or political views of the journalist
A desire to help people make up their minds on issues
How many people are affected by the story
How many people will pay attention to the story
Percent of public
Extremely/Very important Somewhat important Not at all/Not very important
Associated Press-NORC Center for Public Affairs Research | American Press Institute
Americans and the News Media: What they do — and don't — understand about each other Page 19
HOW DOES PERSONAL EXPERIENCE WITH NEWS AFFECT
A PERSON’S VIEWS?
The extent of personal experience a person has with journalism — including being covered or
interviewed in the news, or having some education in journalism themselves — impacts how well a
person understands news processes and concepts.
We explored several ways adults may have had personal experiences with journalism. We then
examined how those experiences affected their view of journalism.
EDUCATION AND HANDS-ON EXPERIENCE FACTOR INTO TRUST AND
UNDERSTANDING.
One important category is news experience in an educational setting — taking a class or working in
student-run media. About a quarter of people say they have worked on a school publication of some
sort. Just 16 percent report experience with taking a class on the topic of media or news literacy.
Few Americans have taken a course on journalism or news literacy
Question: “People have different ways of learning about how the media works. Have you ever done any of the following,
or not?”
Source: Media Insight Project poll conducted March 21-April 17, 2018, with 2,019 adults nationwide.
A third of the public has none of these experiences learning about the news media in school — not
even discussing current events in the news or taking a course in news literacy. And less than 1 in 10, or
6 percent, has done all of them.
Did taking a news literacy course or working on a school publication materially change people’s
understanding of some key news concepts? Did it correlate to people trusting the press?
Media literacy classes appear to have some impact in educating the public about the news. People
who have taken a class about media or news literacy are more familiar with common journalistic
terms than those who have not. They are also more likely to correctly understand how journalists use
anonymous sources (65 percent vs. 57 percent).
9
14
16
26
61
0 20 40 60 80 100
Started a blog or social media account
to create news or non-personal content
Took a class about journalism
Took a general class about
the media or news literacy
Participated in a school newspaper,
or school television or radio station
Had a teacher assign reading and
discussion of news and current events
Percent of public who...
Associated Press-NORC Center for Public Affairs Research | American Press Institute
Americans and the News Media: What they do — and don't — understand about each other Page 20
It may not be surprising that those who have more educational experience related to news are more
familiar with terms and concepts about journalism. However, it is notable that those with such
experience — who have taken a news literacy or journalism class, or participated in a school
newspaper, radio, or TV station — are more familiar with every term we asked about, except “breaking
news,” with which both groups hold similar levels of familiarity.
Do journalism, news literacy courses, and school media experience correlate to more knowledge of
news?
Question: “Next is a list of different terms or concepts that sometimes appear in journalism and media but may or may
not be familiar to most people. How familiar are you with each term or concept?”
Source: Media Insight Project poll conducted March 21-April 17, 2018, with 2,019 adults nationwide.
Those who were involved with a course or school media also have an easier time differentiating
between opinion and news. Sixty-one percent say it is easy to distinguish opinion from news
generally, compared to 52 percent of others. Those with such media experience also report having an
easier time discerning between opinion and news on their own preferred sources (79 percent vs. 72
percent, respectively). And they say it is easier to distinguish opinion and news on PBS, public radio,
and local TV news.
However, experience with a media literacy course or school media does not improve knowledge of
whether journalists pay for sources. Those who have taken a news literacy class and those who have
not are equally likely to think journalists pay sources for their information.
15
25
20
35
36
39
47
58
73
23
40
42
49
53
58
65
70
79
0 10 20 30 40 50 60 70 80 90 100
What native advertising is
What attribution means
What an Op-Ed is
The difference between an
analyst and a commentator
The difference between a
reporter and a columnist
The difference between an
editorial and a news story
The difference between a
news story and a press release
What a political endorsement is
What breaking news means
Percent of public who say very/completely familiar
Taken media literacy or journalism class or participated in school newspaper Have done none of these
Associated Press-NORC Center for Public Affairs Research | American Press Institute
Americans and the News Media: What they do — and don't — understand about each other Page 21
Further, educational experience with news does not seem to affect Americans’ views about the
media’s direction. Majorities of those who have taken a news literacy or journalism class, or
participated in a school newspaper, say the news media is headed in the wrong direction. Each group
also holds similar levels of trust in the media in general, and over the last year.
However, those who have educational experience with the media do hold slightly more positive views
of news organizations in general than others (40 percent positive vs. 34 percent positive). They also
express more positive views of their own preferred news sources, national newspapers, NPR, PBS, and
individual journalists they follow.
HOW INTERACTIONS WITH JOURNALISTS OR INVOLVEMENT IN NEWS COVERAGE
AFFECTS UNDERSTANDING AND TRUST IN NEWS
Most people’s direct experience with news media comes not as students but as consumers, interacting
in some way with a news organization or being involved or having firsthand knowledge of a story.
We asked the public whether they have had a number of experiences with the news media either
once, more than once, or never. The public reports that their most common experience is encountering
journalism about something they know a lot about — their town, hobby, company, or such. Nearly
three-quarters of people (73 percent) report interacting with the media this way either once or more
than once.
And 6 in 10 have been witness to a news event for which they later saw coverage.
Far fewer, 32 percent, say they have ever personally been interviewed by a journalist, and a third (34
percent) have known a journalist.
Associated Press-NORC Center for Public Affairs Research | American Press Institute
Americans and the News Media: What they do — and don't — understand about each other Page 22
Few people report ever having personal interactions with journalists
Question: “Next, people may interact with the media in many ways, or they may not. In general, how often have you done
or experienced each of the following?”
Source: Media Insight Project poll conducted March 21-April 17, 2018, with 2,019 adults nationwide.
And how do people feel about the times when they knew a lot or were part of a story? In general, they
feel pretty good. The public reports that their direct experience with the news was mostly unbiased
and fair, and that news stories got the important facts right at minimum, with minor inaccuracies.
Among those interviewed by a journalist for a news story, nearly 1 in 3 say the reporting was entirely
accurate. About half (51 percent) say most facts were correct though there were minor inaccuracies.
About 8 in 10 say the reporting was unbiased and fair.
15
17
21
23
23
31
32
34
37
60
73
0 10 20 30 40 50 60 70 80 90 100
Had your social media
post included in a story
Had a conversation with
a journalist on social media
Contacted a journalist with
story ideas or feedback
Written a letter to the editor
Participated in a public event
held by a news organization
Commented on a news
organization’s website
Were interviewed by a
journalist for a news story
Known a journalist personally
Commented on a news
organization’s social media post
Witnessed or experienced
something that was covered
by a news organization
Read, watched, or heard a news report
on a topic you know a lot about, such as
your hobby, company, town, or profession
Percent of public who have once/more than once...
Associated Press-NORC Center for Public Affairs Research | American Press Institute
Americans and the News Media: What they do — and don't — understand about each other Page 23
Those who have had a social media post included in a story do not feel as good as those interviewed
directly. Two in 10 say the reporting containing their social media post was entirely accurate, and
nearly half (49 percent) say the facts were correct with minor inaccuracies. But 18 percent say it was
mostly inaccurate/got important facts wrong, and 38 percent indicate it was biased and unfair.
People who’ve seen content on a topic they feel they know a lot about, such as their company or
profession, as well as people who witnessed or experienced a news event, both feel pretty good about
the outcome. Over 6 in 10 say there were minor inaccuracies, but important facts were correct, and
over 7 in 10 say the reporting was unbiased and fair.
Most Americans who have direct experience with a news story say it got important facts right
Question: “Which of the following comes closest to what you observed about the reporting when/the most recent time
when…?”
Source: Media Insight Project poll conducted March 21-April 17, 2018, with 2,019 adults nationwide.
32
20
17
21
51
49
65
61
11
18
15
13
0
10
20
30
40
50
60
70
80
90
100
You were interviewed by
a journalist for a news
story
You had your social
media post included in a
story
You read, watched, or
heard a news report on a
topic you know a lot
about, such as your
hobby, company, town, or
profession
You witnessed or
experienced something
that was covered by a
news organization
Percent of public with experience once or more
Entirely accurate Got important facts right, minor inaccuracies Mostly inaccurate
Associated Press-NORC Center for Public Affairs Research | American Press Institute
Americans and the News Media: What they do — and don't — understand about each other Page 24
Those who have had interactions with news reporting also mostly think it was unbiased and fair
Question: “Which of the following comes closest to what you observed about the reporting when/the most recent time
when…?”
Source: Media Insight Project poll conducted March 21-April 17, 2018, with 2,019 adults nationwide.
JOURNALISTS INTERACT WITH THE PUBLIC MORE FREQUENTLY ON SOCIAL MEDIA
THAN THROUGH INTERVIEWS.
Overall, people seem most satisfied with news stories in which they were interviewed directly by a
journalist, but our study also suggests that that is happening somewhat less often than some other
kinds of encounters journalists have with the public.
The internet has made journalism more interactive, dramatically increasing the ways and frequency
with which people in newsrooms hear from audiences. Social media contact is now the broadest way
that journalists interact with the public. Fully 72 percent of journalists surveyed say they engage with
audiences on social media daily or weekly. Seven in 10 hear from audiences with story ideas – though
that could come in various forms. Two-thirds have heard from audiences about stories they have
worked on via social media, far outstripping the comments that come on news organizations’ websites
(47 percent). At the same time, 62 percent of journalists say they do interviews with a member of the
public this frequently.
81
58
73
74
18
38
27
26
0
10
20
30
40
50
60
70
80
90
100
You were interviewed by
a journalist for a news
story
You had your social
media post included in a
story
You read, watched, or
heard a news report on a
topic you know a lot
about, such as your
hobby, company, town, or
profession
You witnessed or
experienced something
that was covered by a
news organization
Percent of public with experience once or more
Reporting was unbiased and fair Reporing was biased and unfair
Associated Press-NORC Center for Public Affairs Research | American Press Institute
Americans and the News Media: What they do — and don't — understand about each other Page 25
How journalists interact with the public
Question: “As a news organization employee, you may interact with people in many ways. In general, how often do you
experience each of the following?”
Source: Media Insight Project poll conducted March 1-April 12, 2018, with 1,127 journalists.
LEVELS OF TRUST AND HOW AMERICANS FEEL ABOUT
THE FAIRNESS AND ACCURACY OF THE PRESS
TRUST IN THE MEDIA OVERALL HAS DECLINED IN THE LAST YEAR, BUT PEOPLE’S
TRUST IN THEIR FAVORITE NEWS OUTLETS HAS GROWN.
If we look at trust in the most general way, just under half (44 percent of adults) say their trust in the
news has decreased in the last year. Fully 19 percent say it has decreased a lot, and 25 percent say a
little. Almost as many, 4 in 10, say their level of trust has neither increased nor decreased. Both of
these numbers are more than double the proportion of adults (17 percent) who say their trust has
increased in the last year.
But these overall numbers can also be misleading
in some ways. In a fragmented media landscape, the
notion of a mass media that everyone consumes together — as in the era of the three nightly newscasts
nationally or a singular newspaper in every city — no longer captures the reality of how news is
consumed. The questions about media trust inevitably are asking people to describe an attitude
toward publications they do not use.
6
17
22
47
62
66
70
72
68
49
48
26
28
24
26
16
13
13
23
5
3
2
2
7
13
21
7
23
8
8
2
5
0 10 20 30 40 50 60 70 80 90 100
You participate in a public event
held by your news organization
People write a letter to
the editor about your story
You include a person’s
social media post in a story
People post comments about your stories
on your news organization’s website
You interview a member of the public
People post comments about your stories
on your news organization’s social media posts
People contact you with story ideas
You engage with audiences on social media
Percent of journalists
Daily or weekly Monthly or a few times a year Never Not applicable
Associated Press-NORC Center for Public Affairs Research | American Press Institute
Americans and the News Media: What they do — and don't — understand about each other Page 26
To avoid that problem, the survey asked people to name a publication or outlet they rely on heavily.
When we look at the data this way, we get a quite different picture. Indeed, in terms of Americans’
level of trust in their preferred news source, more say it has increased (32 percent) rather than
decreased (13 percent) in the last year. For most adults (54 percent), their level of trust in their favorite
news source has stayed the same.
In many ways, we think this view of trust is as valuable as anything else because it captures their
attitude toward the media they are really using.
This nuanced picture suggests that while people are alarmed about the state of media, they are able to
find publications and sources that they not only trust but that they think are improving.
Whether trust in media has changed in the past year
Question: “In the last year, has your level of trust in the news media in general…”
Question: “In the last year, has your level of trust in [OWN PREFERRED NEWS SOURCE]…”
Source: Media Insight Project poll conducted March 21-April 17, 2018, with 2,019 adults nationwide.
How do journalists feel about the public and trust? The answer is mixed. On the one hand, they
imagine that in the last year, the public’s trust of the news media has decreased more than it actually
has. On the other hand, journalists view themselves as far more trustworthy in general than does the
public.
Overall, about 3 in 4 journalists imagine the public’s level of trust of the news media has decreased in
the last year, nearly twice the number the public actually reports. Just 12 percent of journalists think it
has increased, and 11 percent think the public’s level of trust has stayed the same.
As mentioned above, 44 percent of adults say that their level of trust in the news media has decreased
in the last year, 17 percent say it has increased, and 39 percent report that it has stayed the same.
That sense of alarm among journalists — an overestimation of how much the public’s level of trust has
declined — is even more complex because journalists themselves have a higher opinion of their own
work.
17
32
39
54
44
13
0
10
20
30
40
50
60
70
80
90
100
The news media in general Own preferred news source
Percent of public
Increased Neither increased nor decreased Decreased
Associated Press-NORC Center for Public Affairs Research | American Press Institute
Americans and the News Media: What they do — and don't — understand about each other Page 27
More than 7 in 10 journalists (72 percent) themselves think the news media are very (16 percent) or
somewhat (56 percent) trustworthy, while 16 percent say it is somewhat or very untrustworthy. In
reality, 44 of the public calls the news media very or somewhat trustworthy, 36 percent think it is
untrustworthy, and 20 percent say it is neither.
3
We also dove more deeply into the question of how accurate both the public and journalists think the
media are by asking about coverage of different controversial issues, including those around ethnicity
and race and religion.
The public actually gave the press slightly higher marks on those issues than the press gave itself,
though the marks weren’t particularly high from either group. Just nearly a quarter of the public says
the press is very or completely accurate in its coverage of race and ethnicity, versus just 14 percent of
journalists.
The same, though less starkly so, is true when it comes to religion — 18 percent of public respondents
give the press high marks for accuracy versus 13 percent of journalists.
Perceptions of news coverage of issues around race and ethnicity and religion
Question: “Thinking about news coverage in general, how accurately do you think news organizations portray each of the
following topics?”
Source: Media Insight Project poll conducted March 21-April 17, 2018, with 2,019 adults nationwide.
Source: Media Insight Project poll conducted March 1-April 12, 2018, with 1,127 journalists.
We also evaluated these opinions about accuracy by relevant demographic groups. Answers varied
very little. Both white Americans and people of color hold similar views on the accuracy (or lack
thereof) of race and ethnicity in media coverage. Twenty-eight percent of blacks, 25 percent of
Hispanics, and 22 percent of whites say news coverage on this topic is completely or very accurate,
and about a third across groups say it is slightly or not at all accurate.
3
A recent survey by The Poynter Institute for Media Studies asked whether there was trust and confidence in the mass media. Using different
question wording than the current study, the research finds that 49 percent of the public say they have a great deal or fair amount of trust and
confidence, and 52 percent report not very much or none at all. In the report, it is indicated that the results are more positive toward the press than
other recent surveys (pg. 1). The questions asked in this current study use different wording, probe how trust has changed in the last year, and ask
about levels of trust in one’s most preferred source. The results here show a nuanced picture: fewer express trust in the news media, but fewer also
express distrust. In addition, trust was more likely to stay the same or increase in the last year, and was more likely to increase when respondents
were asked about their own preferred news source.
13
14
18
23
53
52
45
43
34
34
37
33
0 10 20 30 40 50 60 70 80 90 100
Issues around religion
Issues around race and ethnicity
JOURNALISTS
Issues around religion
Issues around race and ethnicity
PUBLIC
Percent
Completely/very accurately Moderately accurately Slightly/not at all accurately
Associated Press-NORC Center for Public Affairs Research | American Press Institute
Americans and the News Media: What they do — and don't — understand about each other Page 28
Religious Americans and non-religious Americans also look similar on their views toward the media’s
coverage of issues around religion. Eighteen percent of those with a religious affiliation and 17 percent
of those with no religion consider the media’s coverage accurate on this topic, and over a third of each
group (37 percent with religious affiliation, 35 percent with no affiliation) think it is slightly or not at all
accurate.
4
But while the survey shows that there are no differences between whites and non-whites on issues of
race and ethnicity, or between religious groups
5
and non-religious Americans on issues around
religion, partisan differences do emerge. Republicans are more likely than Democrats to say issues of
race and ethnicity (42 percent vs. 24 percent) and religion (47 percent vs. 28 percent) are portrayed
inaccurately.
We also asked both journalists and the public about coverage of different groups to get a more specific
read on accuracy. In almost every case, once again, the press is harder on itself than the public is.
For instance, 38 percent of the public gives the press high marks for accuracy in covering the wealthy
versus only 21 percent of journalists. Americans are also almost twice as likely as journalists to say the
press accurately covers lower-income people, though notably those percentages are particularly small
(15 percent vs. 8 percent). Almost half of the public (49 percent), and even more journalists (57 percent),
think the press does not cover the poor accurately.
Few Americans or journalists think lower-income people are covered accurately
Question: “Thinking about news coverage in general, how accurately do you think news organizations portray each of the
following?”
Source: Media Insight Project poll conducted March 21-April 17, 2018, with 2,019 adults nationwide.
Source: Media Insight Project poll conducted March 1-April 12, 2018, with 1,127 journalists.
4
Looking within the group with religious affiliations — Protestants, Catholics, and other Christians — there were only slight differences in
perceptions of accuracy. While similar proportions of other Christians (15 percent), Protestants (17 percent), and Catholics (23 percent) view news
coverage around religious issues to be accurate, Catholics (30 percent) are somewhat less likely than Protestants (39 percent) and other Christians
(43 percent) to call such coverage slightly or not at all accurate.
5
Note that non-Christians are also included in the definition of religiously affiliated, though there were not enough respondents for a separate
subgroup analysis.
8
18
21
15
17
38
35
46
42
36
50
34
57
36
36
49
32
27
0 10 20 30 40 50 60 70 80 90 100
Lower-income people
The middle-class
Wealthy people
JOURNALISTS
Lower-income people
The middle-class
Wealthy people
THE PUBLIC
Percent
Completely/very accurately Moderately accurately Slightly/not at all accurately
Associated Press-NORC Center for Public Affairs Research | American Press Institute
Americans and the News Media: What they do — and don't — understand about each other Page 29
One of the few areas where the press and the public align: They are equally likely to say men are
accurately covered (about 3 in 10 each gives high marks). By comparison, a quarter of the public (25
percent) and 16 percent of journalists say the media accurately portray women.
Journalists and the public agree on how the press covers men
Question: “Thinking about news coverage in general, how accurately do you think news organizations portray each of the
following?”
Source: Media Insight Project poll conducted March 21-April 17, 2018, with 2,019 adults nationwide.
Source: Media Insight Project poll conducted March 1-April 12, 2018, with 1,127 journalists.
What group do both journalists and the public think the press is least likely to cover accurately?
People in rural America. Only 12 percent of the public and 8 percent of journalists think they
accurately cover that population group.
Few Americans or journalists think people in rural areas are covered accurately
Question: “Thinking about news coverage in general, how accurately do you think news organizations portray each of the
following?”
Source: Media Insight Project poll conducted March 21-April 17, 2018, with 2,019 adults nationwide.
Source: Media Insight Project poll conducted March 1-April 12, 2018, with 1,127 journalists.
16
28
25
29
55
52
48
47
28
20
26
24
0 10 20 30 40 50 60 70 80 90 100
Women
Men
JOURNALISTS
Women
Men
THE PUBLIC
Percent
Completely/very accurately Moderately accurately Slightly/not at all accurately
11
24
8
20
15
31
12
26
44
41
33
50
45
38
42
45
45
35
59
30
38
30
45
27
0 10 20 30 40 50 60 70 80 90 100
Grass-roots political movements
The political establishment
People in rural areas
People in urban areas
JOURNALISTS
Grass-roots political movements
The political establishment
People in rural areas
People in urban areas
THE PUBLIC
Percent
Completely/very accurately Moderately accurately Slightly/not at all accurately
Associated Press-NORC Center for Public Affairs Research | American Press Institute
Americans and the News Media: What they do — and don't — understand about each other Page 30
When it comes to political groups, journalists’ and the public’s views on accuracy
are broadly similar.
In general, journalists view the coverage of political groups as less accurate than the public. At the
same time, each group offers the lowest ratings for how accurately political independents are covered.
Journalists and the public view coverage of political groups in a similar light
Question: “Thinking about news coverage in general, how accurately do you think news organizations portray each of the
following?”
Source: Media Insight Project poll conducted March 21-April 17, 2018, with 2,019 adults nationwide.
Source: Media Insight Project poll conducted March 1-April 12, 2018, with 1,127 journalists.
HOW REPUBLICANS AND DEMOCRATS VIEW PRESS ACCURACY
As we explored the notion of press accuracy and different groups of people, we also were able to see
how different political groups view the press.
Importantly, there are some partisan differences on perceptions of accuracy that also may offer some
sense of how the press can begin to try to bridge this critical communication gap.
In general, Republicans are more negative about the accuracy of news organizations’ coverage of
groups than are Democrats and independents. For example, Republicans are much more likely than
others to think the press inaccurately covers men (34 percent vs. 16 percent of Democrats and 25
percent of independents). Republicans (29 percent) are also somewhat more likely than Democrats (22
percent) to say news coverage of women is slightly or not at all accurate. Further, Republicans are
more likely than Democrats to say the coverage of the wealthy is inaccurate.
11
20
21
16
16
17
26
31
21
25
47
45
50
42
48
44
41
43
45
46
41
35
29
41
36
39
31
24
33
28
0 10 20 30 40 50 60 70 80 90 100
Political independents
Republicans
Democrats
Conservatives
Liberals
JOURNALISTS
Political independents
Republicans
Democrats
Conservatives
Liberals
THE PUBLIC
Percent
Completely/very accurately Moderately accurately Slightly/not at all accurately
Associated Press-NORC Center for Public Affairs Research | American Press Institute
Americans and the News Media: What they do — and don't — understand about each other Page 31
Republicans are also much more likely to say the press does not accurately cover Republicans and
conservatives. Majorities of Republicans say conservatives (53 percent) and their own party (51
percent) are portrayed inaccurately. Republicans are also the most likely to say that Democrats are not
accurately portrayed — over a third (35 percent) say the media covers this group inaccurately — more
than twice the proportion of Democrats who say so (15 percent). These opinions among Republicans
warrant further assessment to reconnect with this audience.
Interestingly, partisanship does not affect opinions about coverage of some other groups. For instance,
there are no partisan differences when it comes to perceptions of the poor. Nearly half of both
Republicans (48 percent) and Democrats (47 percent) consider coverage of lower-income people
slightly or not at all accurate. And while there are differences in how partisans’ perceive coverage of
rural Americans and grassroots political movements, those gaps are statistically driven by
demographics and other variables more than partisanship.
For some of these, support of President Trump is a dividing line. Americans who approve of Trump are
more than twice as likely as those who disapprove to say the media’s portrayal of Republicans is
inaccurate. Fully 47 percent of Trump supporters think the GOP is inaccurately portrayed, while the
number is 22 percent among those who don’t support Trump.
WHERE DO AMERICANS THINK THE NEWS INDUSTRY IS GOING?
What do Americans think about the direction of the news industry? A majority, 56 percent, say it is
headed in the wrong direction; 42 percent say the right direction.
Views about the direction of the media correspond with trust. While 73 percent of those who trust the
news media generally say the media is headed in the right direction, 92 percent of those who say it is
untrustworthy think the media is headed in the wrong direction.
Journalists also view the media’s direction more negatively than positively. Sixty-one percent say that
the news industry is headed in the wrong direction.
THE PUBLIC IS DIVIDED ON WHETHER THE MEDIA PROTECTS OR HURTS
DEMOCRACY.
Do Americans think the news media protects or hurts democracy? While a plurality (41 percent) say
neither statement applies, adults are divided over whether the media protects (28 percent) or hurts (30
percent) democracy. In a March 2017 survey
conducted by the Media Insight Project, 34 percent of
Americans said the news media protects democracy, 30 percent said it hurts democracy, and 35
percent said neither statement applies. The slight shift in opinion since last year is associated with a 6
percentage point drop in the proportion saying the media protects democracy, and a 6 percentage
point increase in the proportion saying it neither protects nor hurts.
Associated Press-NORC Center for Public Affairs Research | American Press Institute
Americans and the News Media: What they do — and don't — understand about each other Page 32
More people in 2018 think the news media neither protects nor hurts democracy than sought so a year
ago
Question: “Here is a pair of opposite phrases. Which phrase do you feel better describes the news media in general.
Would you say the news media in general…”
Source: Media Insight Project poll conducted March 21-April 17, 2018, with 2,019 adults nationwide.
One of the largest differences in opinion between the public and journalists relates to the question of
the media’s role in American democracy. Here, journalists are much more positive than the public.
Fully 7 in 10 journalists think the news media protects democracy, while only 1 in 10 think it hurts
democracy and nearly 2 in 10 say it does neither.
The public’s and journalists’ views on the role of the news media in American democracy
Question: “Here is a pair of opposite phrases. Which phrase do you feel better describes the news media in general.
Would you say the news media in general…”
Source: Media Insight Project poll conducted March 21-April 17, 2018, with 2,019 adults nationwide.
Source: Media Insight Project poll conducted March 1-April 12, 2018, with 1,127 journalists.
A majority of the public (53 percent) thinks the news media is too ideological — either too liberal (37
percent) or too conservative (16 percent). Forty-six percent believe it is just about right. These findings
are similar to results from a Media Insight Project survey
conducted in March 2017. In that poll, 36
percent thought the news media was too liberal, 13 percent said too conservative, and 49 percent
thought it was just about right.
Ideologically, a majority of journalists (54 percent) think the news media is just about right, whereas
fewer think it is too ideological, either too liberal (30 percent) or too conservative (16 percent).
34
28
30
30
35
41
0 10 20 30 40 50 60 70 80 90 100
2017
2018
Percent of public
Protects democracy Hurts democracy Neither
28
71
30
12
41
17
0
10
20
30
40
50
60
70
80
90
100
Public Journalists
Percent
Protects democracy Hurts democracy Neither
Associated Press-NORC Center for Public Affairs Research | American Press Institute
Americans and the News Media: What they do — and don't — understand about each other Page 33
HOW AMERICANS DESCRIBE THEIR NEWS CONSUMPTION
BEHAVIORS
AMERICANS SAY THEY FREQUENTLY SCAN HEADLINES AND ALSO READ STORIES
IN-DEPTH, BUT PAY ATTENTION TO OPINION CONTENT LESS OFTEN.
Most Americans describe themselves as active news consumers. Sixty-three percent report that they
seek out news and information. Far fewer, 37 percent, say they mostly bump into news as they do
other things or hear about it from others.
Americans also report consuming news and information frequently. By a large majority, nearly
two-thirds of adults now say they look at news at least several times a day. We are now a nation of
serial news consumers.
Of that, 59 percent now say they look at news several times a day, and another 6 percent say they look
several times an hour.
Nine in 10 Americans say it is at least moderately important to them to keep up with the news,
including nearly half who say it is very or extremely important.
Compared to past research from the Media Insight Project in 2016 and 2017, these measures of news
and information consumption have remained steady in 2018.
And how deep is our news consumption, if it is now so frequent? The data suggests that the answer to
that is nuanced. People both scan and read deeply. A simplistic notion of distracted Americans just
glancing at headlines with little effort at going deep does not accurately describe what people believe
they are doing.
When it comes to specific behaviors, 4 in 10 Americans say they scan headlines at least several times
a day, and another 3 in 10 say they read the headlines once a day. But Americans report watching,
reading, or listening closely to the details of a story at the same rate.
Interestingly, though opinion content has become far more prevalent in a world when anyone can
publish, far fewer adults say they regularly seek out commentary. More than 7 in 10 say they do this
less than once a day or never.
Even if people — who admittedly elsewhere say they are somewhat confused by the difference
between news and commentary — are mistaken in their behavior, these results are a fairly clear signal,
reinforced in other answers, that they want news more than opinion. That should be a good sign for
news organizations that want to invest in their reporting resources because it will distinguish them
from the sea of opinion today.
Associated Press-NORC Center for Public Affairs Research | American Press Institute
Americans and the News Media: What they do — and don't — understand about each other Page 34
Four in 10 Americans scan headlines and read stories in-depth more than once a day
Question: “Everyone has a different way of consuming news. How often do you do each of the following?”
Source: Media Insight Project poll conducted March 21-April 17, 2018, with 2,019 adults nationwide.
The results are also interesting because they reveal that Americans describe their news consumption
habits quite differently from the ways journalists perceive or expect the public to interact with news.
Journalists view the public as more passive news consumers who focus on opinion and read less
in-depth.
For instance, 6 in 10 Americans (63 percent) describe themselves as active seekers of news. Journalists
predict the number is less than half that (28 percent).
Inversely, just 37 percent of Americans say they mostly bump into news, but journalists predict that
the number of bumpers is almost double that (72 percent).
Journalists imagine the public as more passive than the public reports itself to be
Question: “Choose the statement that best describes you, even if it is not exactly right. In general…”
Question: “Choose the statement that you think best describes news consumers in the United States, even if neither is
exactly right. In general…”
Source: Media Insight Project poll conducted March 21-April 17, 2018, with 2,019 adults nationwide.
Source: Media Insight Project poll conducted March 1-April 12, 2018, with 1,127 journalists.
The same disconnect or skepticism about consumers exists among journalists when it comes to how
deeply they imagine their audiences read.
10
39
39
17
29
30
61
30
26
11
2
5
0 10 20 30 40 50 60 70 80 90 100
Focus on opinion pieces
more than news reporting
Watch, read, or listen closely
to the details of a story
Scan the headlines
of a lot of stories
Percent of public
More than once a day Once a day Less than once a day Never
28
63
72
37
0 10 20 30 40 50 60 70 80 90 100
Journalists say Americans…
Americans say they...
Percent
Actively seek out news and information
Mostly bump into news and information as they do other things or hear about it from others
Associated Press-NORC Center for Public Affairs Research | American Press Institute
Americans and the News Media: What they do — and don't — understand about each other Page 35
While Americans report actively scanning headlines and reading deeply into stories, journalists do not
think this is the case. Four in 10 journalists say that the phrase “they rarely read beyond the headline”
describes news consumers a lot. Just 1 in 10 say they read deeply into the details of stories a lot.
Similarly, Americans report less focus on commentary than journalists perceive. Half of Americans
say they infrequently or never focus on opinion pieces over news reporting, but nearly 3 in 10
journalists say the phrase “they focus on opinion and mostly skip over news reporting” describes the
public a lot, and 6 in 10 say it describes them a little.
The data suggest that one challenge journalists have in rebuilding trust is that they don’t have all that
charitable views of the public. They believe the public dislikes journalists more than they do, and also
that they are more passive and shallow.
Four in 10 journalists think consumers rarely read beyond the headline
Question: “Here are some statements about news consumers in the United States. For each of the following statements,
please indicate whether it describes news consumers a lot, a little, or not at all.”
Source: Media Insight Project poll conducted March 1-April 12, 2018, with 1,127 journalists.
ARE NEWSPAPER SUBSCRIBERS MORE KNOWLEDGEABLE
OR APPROVING OF THE NEWS MEDIA?
NEWSPAPER SUBSCRIBERS HOLD MORE POSITIVE VIEWS OF MANY SPECIFIC TYPES
OF MEDIA — AND HAVE AN EASIER TIME DECIPHERING NEWS FROM OPINION —
THAN DO NON-SUBSCRIBERS.
Overall, 29 percent of Americans subscribe to a print or digital version of a newspaper. These
subscribers tend to have more positive views than non-subscribers on many components of the press,
including journalists as a group (51 percent vs. 37 percent), news organizations in general (48 percent
vs. 32 percent), public radio (56 percent vs. 37 percent), PBS (62 percent vs. 49 percent), and individual
journalists they follow (55 percent vs. 38 percent).
As for newspapers specifically, subscribers are more likely than non-subscribers to assign positive
ratings to both national papers (54 percent vs. 34 percent) and their local newspaper (61 percent vs. 41
percent).
27
10
42
60
76
49
13
14
9
0 10 20 30 40 50 60 70 80 90 100
They focus on opinion and
mostly skip over news reporting
They read deeply into
the details of stories
They rarely read
beyond the headline
Percent of journalists
A lot A little Not at all
Associated Press-NORC Center for Public Affairs Research | American Press Institute
Americans and the News Media: What they do — and don't — understand about each other Page 36
Those who pay for a newspaper tend to think it is easier to differentiate opinion and fact in some types
of media. In particular, majorities of subscribers say it is easy to distinguish the content in national or
local papers, while fewer than half of non-subscribers say the same.
Newspaper subscribers often find it easier to tell the difference between opinion and news
Question: “Many news organizations produce opinion content as well as report the news. How easy or difficult is it for
you to tell the difference between the opinion content and news reporting in each of the following?”
Source: Media Insight Project poll conducted March 21-April 17, 2018, with 2,019 adults nationwide.
Subscribers also report a better understanding of a few journalistic terms than non-subscribers.
Newspaper subscribers are more likely to say they are familiar with the term “editorial” versus a
“news story,” “op-ed,” or “attribution.” On its face, that difference may make sense — many of these
terms have their roots in physical print papers. Still, even among subscribers, knowledge is relatively
low. For example, fewer than half of subscribers are familiar with op-eds (43 percent) or attribution (41
percent).
Subscribers are more familiar than non-subscribers with key journalistic terms
Question: “Next is a list of different terms or concepts that sometimes appear in journalism and media but may or may
not be familiar to most people. How familiar are you with each term or concept?”
Source: Media Insight Project poll conducted March 21-April 17, 2018, with 2,019 adults nationwide.
70
59
65
56
49
43
52
43
0
10
20
30
40
50
60
70
80
90
100
Local newspaper National newspapers PBS Public radio
Percent of public who say
very/ somewhat easy
Subscribers Non-subscribers
26
22
39
41
43
62
0 10 20 30 40 50 60 70 80 90 100
What attribution means
What an op-ed is
The difference between an
e
ditorial and a news story
Percent of public who say completely/very familiar
Subscribers Non-subscribers
Associated Press-NORC Center for Public Affairs Research | American Press Institute
Americans and the News Media: What they do — and don't — understand about each other Page 37
At the same time, subscribers look similar to non-subscribers in their understanding of what
anonymous sources are. Similar proportions have the same understanding of how journalists’ use
anonymous sources — that journalists know a source’s identity and verify their information, but do not
use their name.
This is no guarantee that explaining themselves better will help news organizations win over more
subscribers. But given that even current subscribers think the industry could do a far better job of
explaining their practices — and the startling finding that journalists themselves think they do a poor
job of explaining themselves while expecting that the public doesn’t understand — the findings clearly
indicate that journalists should do far more to increase news media literacy.
WHILE SUBSCRIBERS ARE MORE LIKELY TO THINK THE MEDIA PROTECTS
DEMOCRACY, THEY AGREE THE INDUSTRY IS HEADED IN THE WRONG DIRECTION.
Subscribers and non-subscribers hold similar views on a number of general questions about the news
media. In particular, they align when asked about general levels of trust. They also hold similar views
of the ideological makeup of the media, with 45 percent of subscribers and 46 percent of
non-subscribers saying it is just about right. Although subscribers are more likely to view the news
media as protecting democracy (38 percent vs. 24 percent), they still see flaws in the industry, despite
paying for a news product. Majorities of subscribers and non-subscribers alike say that the news
media is headed in the wrong direction (54 percent vs. 58 percent).
HOW YOUNGER AND OLDER AMERICANS UNDERSTAND
AND INTERACT WITH NEWS
OLDER AMERICANS HAVE MORE POSITIVE VIEWS ABOUT THE ACCURACY AND
TRUSTWORTHINESS OF THE MEDIA.
While the survey finds distinctions among attitudes and understanding of the media by factors like
party and ideology, it also finds some significant and cautionary distinctions by age.
Consistent with previous Media Insight Project research findings
, and those of other research as well,
the survey shows older Americans are more likely to seek out news, say following the news is highly
important, and get news multiple times a day. But it also shows older adults tend to have more trust in
the media than younger adults.
In fact, younger Americans are more likely than older adults to lack trust in both the media generally
and also the news sources they rely on. While a majority of adults age 45 and older (52 percent) call the
news media trustworthy, only about a third of those under age 45 (35 percent) agree. Adults age 45 and
older even trust their preferred news sources more than do younger adults (80 percent vs. 66 percent).
Moreover, the youngest Americans are the only age cohort in our survey that says most news reports
are fairly inaccurate. A majority of adults age 29 and younger say most news reports are fairly
inaccurate (53 percent). A majority of those age 30-44 (57 percent), age 45-59 (61 percent), and age 60 or
older (67 percent) say most news reports are fairly accurate.
Associated Press-NORC Center for Public Affairs Research | American Press Institute
Americans and the News Media: What they do — and don't — understand about each other Page 38
A majority of 18- to 29-year-olds think most news reports are fairly inaccurate
Question: “Choose the statement that best describes how you view the news, even if it is not exactly right. In general...”
Source: Media Insight Project poll conducted March 21-April 17, 2018, with 2,019 adults nationwide.
As a point of comparison, a majority of Republicans (55 percent) say news reports are fairly inaccurate,
while over 7 in 10 Democrats (71 percent) say they are fairly accurate, though perhaps for different
reasons.
One important and perennial question about such findings is whether they suggest that the media
attitudes of these younger Americans will change as the younger generations surveyed become older?
Researchers have been struggling with this question for nearly 30 years, since the Times Mirror
Research Center for the People & the Press produced a study called The Age of Indifference
in the
early 1990s.
The answers were dramatically complicated by the explosion of new technology. Younger generations
began to move online in such numbers it was hard to make generational comparisons that had been
made before.
But the numbers here suggest that the differences between generations in trust in the media are
becoming more entrenched — and even growing. The youngest generation of adults has grown up with
a fragmented, more politicized media landscape, and it may be making a difference.
One clue is that the differences in trust in media across ages may also be increasing. For example, 63
percent of 18- to 29-year-olds say the media is headed in the wrong direction, compared with 49
percent of those 60 years old or older. Likewise, half of those age 18-29 report their level of trust in the
media has decreased in the last year compared with about 4 in 10 adults age 60 and older.
When it comes to building or improving trust, majorities across all age groups say it is very or
extremely important for journalists to offer more information about the sources or evidence cited in a
story, and this is especially important to older adults. Seventy-seven percent of those age 60 and older
and 73 percent of those age 45-59 say it is very important for journalists to offer more about sources or
evidence, compared with 63 percent of those age 30-44 and 58 percent of those age 18-29.
47
57
61
67
53
43
37
31
0
10
20
30
40
50
60
70
80
90
100
18-29 years old 30-44 years old 45-59 years old 60 and older
Percent of public
Most news reports are fairly inaccurate, I have to check multiple sources to verify the information
Most news reports are fairly accurate, I don't have to check multiple sources to verify the information
Associated Press-NORC Center for Public Affairs Research | American Press Institute
Americans and the News Media: What they do — and don't — understand about each other Page 39
OLDER ADULTS HAVE MORE POSITIVE VIEWS OF TV NEWS OUTLETS, WHILE
YOUNGER ADULTS TEND TO HAVE MORE FAVORABLE ATTITUDES TOWARD SOCIAL
MEDIA.
Another dynamic in sorting out the future of trust in media is that different generations now consume
fairly different media. In particular, the signs are increasingly clear in this survey, as in others, that
younger generations have less of a bond with and exposure to television news, either in cable or local
or national broadcast news.
That can be seen in the fact that, although younger adults are more skeptical than older adults about
the media in general, the public’s ratings of specific types of media vary depending on age.
In particular, older adults are more likely than younger adults to provide positive ratings toward
various types of television outlets. Younger adults have more favorable opinions of social media than
older adults.
That is one of several signs we see that television news organizations increasingly face a challenge as
younger Americans uncouple from cable, which is occurring at a growing rate
.
At the same time, there are no significant differences across age when it comes to views toward
various types of newspaper and radio outlets.
Overall, older adults also tend to give more positive ratings to journalists they follow.
Older adults have more positive views toward TV news while younger adults have more favorable
views of social media
Question: “For each of the following items related to the news media, please indicate whether you have a very positive,
somewhat positive, neither positive nor negative, somewhat negative, or very negative view of that item.”
Source: Media Insight Project poll conducted March 21-April 17, 2018, with 2,019 adults nationwide.
There are also differences across age groups when it comes to being able to differentiate news from
opinion for various types of media outlets.
31
31
31
33
40
43
18
29
29
34
40
49
17
42
40
47
53
62
11
41
43
55
59
65
0 10 20 30 40 50 60 70 80 90 100
Social media platforms
Cable TV
News organizations in general
Journalists you read or follow
Broadcast TV
Local TV news
Percent of public with a positive rating
60 and older 45-59 years old 30-44 years old 18-29 years old
Associated Press-NORC Center for Public Affairs Research | American Press Institute
Americans and the News Media: What they do — and don't — understand about each other Page 40
Older adults report having an easier time than younger adults in differentiating news from opinion
with traditional broadcast and print media.
In contrast, younger adults are more likely than older adults to say they have an easier time
differentiating news from opinion on social media. Moreover, adults age 18-29 are as likely to say it is
easy to differentiate news from opinion on either social media or online-only websites as traditional
media.
Older adults have an easier time than younger differentiating news from opinion in traditional media
Question: “Many news organizations produce opinion content as well as report the news. How easy or difficult is it for
you to tell the difference between the opinion content and news reporting in each of the following?”
Source: Media Insight Project poll conducted March 21-April 17, 2018, with 2,019 adults nationwide.
There are also some age differences when it comes to the definition of fake news.
Older adults tend to have a broader definition of what constitutes fake news than do younger adults,
especially when it comes to conspiracy theories and unsubstantiated rumors. Seventy-three percent of
adults age 60 or older and 68 percent of adults age 45-59 say an outlet passing along conspiracy
theories is fake news, compared with 57 percent of those age 30-44 and 51 percent of those age 18-29
who say the same.
Likewise, 52 percent of the oldest adults say news stories that are unfair or sloppy are fake news,
compared with 33 percent of the youngest adults.
ALTHOUGH YOUNG ADULTS ARE MORE LIKELY TO HAVE TAKEN A MEDIA LITERACY
CLASS OR STARTED A BLOG, OLDER ADULTS REPORT MORE FAMILIARITY WITH
COMMON JOURNALISTIC TERMS.
Despite younger adults having more experience with media literacy courses and creating media
themselves, there is a notable age gap in the understanding of journalistic concepts.
52
46
49
48
52
43
52
52
50
57
46
59
56
59
66
34
61
63
69
76
0 10 20 30 40 50 60 70 80 90 100
Social media platforms
Your local newspaper
News media in general
Broadcast TV
Local TV news
Percent of public who say very/somewhat easy
60 and older 45-59 years old 30-44 years old 18-29 years old
Associated Press-NORC Center for Public Affairs Research | American Press Institute
Americans and the News Media: What they do — and don't — understand about each other Page 41
The news literacy movement in schools is about 10 years old, and you can see that difference in the
data. But you can also see that the penetration rates, even among the young, are still relatively modest.
Nearly 1 in 4 adults age 18-29 (23 percent) report having taken a media literacy class (23 percent),
compared with 18 percent of those 30-44 years old, 16 percent of those 45-59 years old, and 10 percent
of those age 60 and older. Those differences may not be as striking as some may have expected.
Younger adults are significantly more likely than older adults to have started a blog or social media
account to create news or non-personal content. Eighteen percent of adults age 18-29 and 11 percent of
those age 30-44 have started such a blog or social media account to create news, compared with 5
percent of those age 45-59 and 3 percent of those age 60 and older.
Yet, there are no age-related differences when it comes to having participated in a school news
organization or having taken a journalism class.
Although they are less likely to say they took a media literacy class, older adults are significantly more
likely to report being very or completely familiar with common journalistic terms such as “political
endorsement” or “op-ed.” There are especially large age gaps in familiarity when it comes to
differences between an editorial and a news story or the differences between a reporter and a
columnist.
This is another indication that journalistic terminology with origins in print may not be resonating
with all Americans. In this case, while the youngest Americans have grown up in a media-saturated
world, the journalistic words that media inherited are not breaking through.
Older adults are more likely than younger to be familiar with common journalistic terms
Question: “Next is a list of different terms or concepts that sometimes appear in journalism and media but may or may
not be familiar to most people. How familiar are you with each term or concept?”
Source: Media Insight Project poll conducted March 21-April 17, 2018, with 2,019 adults nationwide.
21
27
39
27
46
22
34
47
35
54
30
52
60
53
72
36
51
62
64
72
0 10 20 30 40 50 60 70 80 90 100
What an op-ed is
The difference between a
reporter and a columnist
The difference between a
news story and a press release
The difference between an
editorial and a news story
What a political endorsement is
Percent of public who say completely/very familiar
60 and older 45-59 years old 30-44 years old 18-29 years old
Associated Press-NORC Center for Public Affairs Research | American Press Institute
Americans and the News Media: What they do — and don't — understand about each other Page 42
HOW MUCH REPUBLICANS AND DEMOCRATS TRUST OR
UNDERSTAND THE NEWS MEDIA
PARTISANSHIP DRIVES PERCEPTIONS, TRUST, AND OPINIONS TOWARD MEDIA.
It should come as no surprise today that the partisan divide over news is a troubling and significant
issue as the United States comes to grips with a polarized political landscape. The data, above, about
general differences in many ways offer a path beyond those differences via efforts to increase clarity
and transparency, among others.
Our division in this survey, by which we ask people to name a source they follow closely and track
their attitudes toward it, shows that trust in general is more nuanced. But there are some basic
differences between partisans when it comes to the news that are worth noting.
KEEPING UP WITH THE NEWS, SEEKING IT OUT, AND USING FAVORITE SOURCES
Democrats are more likely to say that it is important to keep up with news and information — a finding
similar to that of previous Media Insight Project studies. Yet, people of both parties seek out news in
general at similar rates.
This study reveals a nuance that Democrats are somewhat more likely than others to say they read
deeply into stories (47 percent for Democrats vs. 35 percent for Republicans vs. 29 percent for
independents) and to scan headlines several times a day (46 percent of Democrats, 37 percent of
Republicans, and 27 percent of independents).
At the same time, there are no differences across party identification when it comes to focusing on
news reporting more than on opinion pieces.
DEMOCRATS ARE GENERALLY MORE POSITIVE, EVEN WHEN IT COMES TO THEIR
OWN PREFERRED NEWS SOURCES.
Again, this survey finds that Democrats have a more favorable view of the press in general. Six in 10
Democrats have a positive view of journalists as a group, while a majority of Republicans (53 percent)
view them negatively, and the largest proportion of independents (44 percent) holds neither positive
nor negative views.
We see the same pattern with the view of news organizations in general: A majority of Democrats view
them positively, 6 in 10 Republicans view them negatively, and independents are more divided (30
percent positive, 29 percent negative, 40 percent neither).
Democrats are also more likely to give a positive rating to their own preferred source than are other
groups. Fully 83 percent of Democrats give a positive rating to their preferred news source versus 66
percent of Republicans and 64 percent of independents. These findings are similar to a recent
Media
Insight Project study that showed that Democrats find the media they pay for more reliable than do
Republicans.
Democrats (54 percent) are also more likely to give a positive rating of journalists they follow — only 36
percent of Republicans and 31 percent of independents do so.
Associated Press-NORC Center for Public Affairs Research | American Press Institute
Americans and the News Media: What they do — and don't — understand about each other Page 43
These positive ratings for news media by Democrats also hold true across different media platforms.
Democrats are more positive about local newspapers, national newspapers, local TV news, national
cable news, broadcast national news, online news websites, public radio, and PBS.
Only on two media types do people across parties agree: All hold more negative than positive views of
talk radio and social media.
Democrats hold more positive views of most types of news media
Question: “For each of the following items related to the news media, please indicate whether you have a very positive,
somewhat positive, neither positive nor negative, somewhat negative, or very negative view of that item.”
Source: Media Insight Project poll conducted March 21-April 17, 2018, with 2,019 adults nationwide.
14
31
15
26
18
36
19
26
37
19
50
28
39
66
18
29
27
36
30
31
35
35
38
35
51
46
45
64
22
27
29
44
53
54
58
58
58
60
62
66
66
83
0 20 40 60 80 100
Social media platforms such
as Facebook or Twitter
Talk radio
Online-only news websites,
such as Vox or Yahoo News
National cable TV news such
as Fox News, CNN, or MSNBC
News organizations in general
Individual journalists
you read or follow
National newspapers
Public radio such as NPR
Your local newspaper
Journalists as a group
Local TV News
Broadcast TV news such
as NBC, CBS, or ABC
PBS
Preferred source
Percent of public with positive view
Democrats Independents Republicans
Associated Press-NORC Center for Public Affairs Research | American Press Institute
Americans and the News Media: What they do — and don't — understand about each other Page 44
PARTISANS DIVERGE SOMEWHAT ON HOW THEY WANT THE NEWS COVERED. THEY
DIFFER EVEN MORE ON HOW THEY THINK NEWS IS ACTUALLY COVERED.
Underlying varying attitudes toward the news media across political groups are differences in how
groups perceive the way news is actually covered and its accuracy.
When asked what type of news coverage they find most useful, Democrats (70 percent) are the most
likely to say they prefer coverage that mainly includes facts with some background and analysis. More
than 6 in 10 independents and half of Republicans also prefer this type of news coverage. A third of
Republicans and independents want just the facts, compared to 1 in 5 Democrats.
The perceived reality of what the news media provides, however, is starkly different among partisans.
A majority of Republicans (57 percent) think that most news coverage seems like commentary and
opinion, as do the largest proportion of independents (40 percent). On the other hand, the largest
proportion of Democrats (44 percent) view most news coverage as facts with some background and
analysis.
Across parties, most adults prefer mostly facts and some background analysis
Questions: “Next, thinking about when you watch, read, or hear the news, which of the following best describes what you
find most useful…”
Source: Media Insight Project poll conducted March 21-April 17, 2018, with 2,019 adults nationwide.
70
20
5 5
50
32
8
9
62
33
2
3
0
10
20
30
40
50
60
70
80
90
100
Facts with some
background and analysis
Mostly just facts Mostly analysis Just commentary and
opinion
Percent of public
Democrats Independents Republicans
Associated Press-NORC Center for Public Affairs Research | American Press Institute
Americans and the News Media: What they do — and don't — understand about each other Page 45
…But partisans differ on what they think news coverage is
Question: “Now, we’d like to ask you about the content of news coverage specifically. Putting aside pure commentary and
opinion pieces, which of the following do you think best describes news coverage these days?”
Source: Media Insight Project poll conducted March 21-April 17, 2018, with 2,019 adults nationwide.
Perceptions of the media’s accuracy also show a large partisan divide. As 7 in 10 Democrats and a
majority of independents (55 percent) think news is fairly accurate, a majority of Republicans (55
percent) say it is fairly inaccurate.
IN GENERAL, DEMOCRATS FIND IT EASIER TO DIFFERENTIATE OPINION AND NEWS.
ACROSS PARTIES, AMERICANS AGREE THAT MORE INFORMATION ABOUT SOURCES IS
KEY TO IMPROVING TRUST.
Two-thirds of Democrats say it is easy to distinguish opinion from news in the news media generally,
followed by 48 percent of independents and 47 percent of Republicans.
Democrats also have an easier time distinguishing opinion from news via their own preferred news
sources (83 percent easy), compared to 69 percent of Republicans and 66 percent of independents.
Democrats are more likely than Republicans to say it is easy to distinguish opinion from news for
every other news source asked about, except for talk radio, where the two agree — about half say it
easy to distinguish. These differences between partisans are present even when accounting for
standard socioeconomic variables such as education and income.
Partisans agree that it is difficult to distinguish news from opinion on social media, with fewer than
half saying it is easy.
44
8
17
31
28
9
21
40
22
6
14
57
0
10
20
30
40
50
60
70
80
90
100
Facts with some
background and analysis
Just the facts Too much analysis Seems like commentary
and opinion
Percent of public
Democrats Independents Republicans
Associated Press-NORC Center for Public Affairs Research | American Press Institute
Americans and the News Media: What they do — and don't — understand about each other Page 46
Democrats find it easier to distinguish news from opinion on several types of media
Question: “Many news organizations produce opinion content as well as report the news. How easy or difficult is it for
you to tell the difference between the opinion content and news reporting in each of the following?”
Question: “Now thinking about news you see on social platforms such as Facebook or Twitter, how easy or difficult is it
for you to tell the difference between opinion content and news reporting?”
Source: Media Insight Project poll conducted March 21-April 17, 2018, with 2,019 adults nationwide.
As shown in prior Media Insight Project studies, there is a notable partisan divide in terms of trust in
the media in general and even when it comes to partisans own preferred news sources. Democrats are
more likely to be trusting in general and of their own sources, and Republicans are the most likely to
say their levels of trust in the media have declined in the last year. And when it comes to their own
preferred sources, majorities say their levels of trust have neither increased nor decreased in the last
year. However, Democrats (37 percent) are more likely than Republicans and independents to say it
has increased (28 percent each).
Republicans and Democrats agree that more information about sources is key to improving trust (71
percent of Republicans, 71 percent of Democrats, and 58 percent of independents).
41
39
50
37
37
47
49
47
47
45
60
69
40
39
47
40
40
48
48
49
48
49
53
66
47
48
52
57
58
61
63
65
66
70
71
83
0 10 20 30 40 50 60 70 80 90 100
Social platforms such as
Facebook or Twitter
Online-only news websites
Talk radio
Public radio such as NPR
National newspapers
National cable TV news such
as Fox News, CNN, or MSNBC
Your local newspaper
PBS
The news media in general
Broadcast TV news such
as NBC, CBS, or ABC
Local TV News
Own preferred source
Percent of public who say very/somewhat easy
Democrats Independents Republicans
Associated Press-NORC Center for Public Affairs Research | American Press Institute
Americans and the News Media: What they do — and don't — understand about each other Page 47
THERE ARE SHARP DIFFERENCES IN GENERAL PERCEPTIONS OF THE NEWS
INDUSTRY ACROSS PARTIES.
Varying levels of trust and perceptions of accuracy in the media are shaped by diverging views across
parties on general perceptions of the news media. While 56 percent of Democrats say the news
industry is headed in the right direction, 77 percent of Republicans and 52 percent of independents
say it is headed in the wrong direction.
Further, asked about the role of the media in American democracy, a plurality of Democrats (43
percent) say the news media protects democracy, half of Republicans (49 percent) say it hurts it, and
independents are divided (14 percent protects, 20 percent hurts, 63 percent neither).
On the media’s ideological balance, opinions diverge even more widely by party, with 64 percent of
Democrats saying it is just about right, but 3 in 4 Republicans saying it is too liberal. About half of
independents (49 percent) say it is just about right.
PARTISANS AGREE ON SOME DEFINITIONS OF THE TERM “FAKE NEWS,” AND
DISAGREE ON OTHERS.
How is the term “fake news” perceived by partisans — do they agree on what it entails? The answer
from the survey is mixed. Seven in 10 Republicans and 3 in 4 Democrats agree that made-up news
stories from news outlets that don’t exist constitutes fake news. Similar proportions of partisans also
say media outlets passing on conspiracy theories and journalists from real news organizations making
stuff up counts as fake news.
The biggest differences emerge on the definition of fake news as unfair or sloppy reporting from real
news organizations. A majority of Republicans (55 percent) ascribe fake news to this kind of poor
reporting, compared to fewer than 4 in 10 Democrats and independents. Less than a third across
parties think satire about current events is fake news, though Republicans are the most likely to
identify it as such.
Partisans agree on several definitions of “fake news”
Question: “You may have heard about ‘fake news’ stories. Which of the following would you call ‘fake news’?”
Source: Media Insight Project poll conducted March 21-April 17, 2018, with 2,019 adults nationwide.
76
68
64
37
22
65
50
47
37
19
70
65
70
55
31
0
10
20
30
40
50
60
70
80
90
100
Made-up stories
from news outlets
that don’t exist
Media outlets that
pass on conspiracy
theories and
unsubstantiated
rumors
Journalists from real
news organizations
making stuff up
News stories from
real organizations
that are unfair or
sloppy
Satire or comedy
about current
events
Percent of public who selected
definition
Associated Press-NORC Center for Public Affairs Research | American Press Institute
Americans and the News Media: What they do — and don't — understand about each other Page 48
Partisans who selected definitions of fake news are inclined to agree that the issues described are
major problems for the news industry. More than 3 in 4 across parties consider four of the five
definitions provided to be major problems — made-up stories from news outlets that don’t exist, outlets
passing along unsubstantiated rumors, journalists from real organizations making stuff up, and also
news stories from real organizations that are unfair or sloppy. The exception was satire — while 77
percent of Republicans who selected this definition think it is a major problem for the news media,
fewer independents (54 percent) and less than half of Democrats (43 percent) who selected this
definition agree.
PARTISANS DO AGREE ON SOME PRIORITIES FOR THE NEWS INDUSTRY, THOUGH
DEMOCRATS PLACE HIGHER LEVELS OF IMPORTANCE ON SEVERAL POTENTIAL
MEDIA ROLES.
Across parties, people agree that a highly important role of the media is to verify and get facts right.
About nine in 10 Republicans and Democrats indicate this is an extremely or very important job of the
news media, as do about 8 in 10 independents.
Across parties, the public also places a high importance on fairness, neutrality, and diverse points of
view. At least 3 in 4 independents (75 percent), Democrats (77 percent), and Republicans (81 percent)
say being fair to all sides is an extremely or very important role of the news media. More than 6 in 10
independents (64 percent), 2 in 3 Democrats (66 percent), and over 7 in 10 Republicans (73 percent) also
indicate that being neutral is highly important. Majorities of Democrats, Republicans, and
independents think the news media should also try to provide diverse points of view.
Partisans’ views on the importance of some values of the industry do vary to a degree. For example, 64
percent of Democrats think it is extremely or very important that journalists be watchdogs of
institutions and people, compared to half of Republicans and 4 in 10 independents. About 6 in 10
Democrats (62 percent) also think it is important for the media to help people understand communities
unlike their own, while fewer than half of independents (49 percent) and Republicans (40 percent)
think this is important.
Democrats are also more likely to prioritize the media’s role in reporting on solutions to problems in
society. Further, while less than half across parties think it is critical for the media to provide forums
for community discussions, Democrats are the most likely to say they should.
Associated Press-NORC Center for Public Affairs Research | American Press Institute
Americans and the News Media: What they do — and don't — understand about each other Page 49
Americans across parties think providing factual information, being fair and neutral, and providing
diversity of opinion are important
Question: “Next, how important do you think each of the following is for the news media to try to do?”
Source: Media Insight Project poll conducted March 21-April 17, 2018, with 2,019 adults nationwide.
18
30
46
40
44
50
73
59
81
90
29
36
40
49
49
39
64
53
75
79
25
45
61
62
62
64
66
66
77
89
0 10 20 30 40 50 60 70 80 90 100
Make the news entertaining
so people will pay attention to it
Provide forums for
community discussions
Make it easier to find
important civic information
Help people understand
communities unlike their own
Report on possible solutions
to problems in society
Act as a watchdog of powerful
institutions and people
Be neutral
Provide diverse points of view
Be fair to all sides
Verify and get the facts right
Percent of public who say extremely/very important
Democrats Independents Republicans
Associated Press-NORC Center for Public Affairs Research | American Press Institute
Americans and the News Media: What they do — and don't — understand about each other Page 50
METHODOLOGY
This study was conducted by the Media Insight Project, an initiative of the American Press Institute
(API) and The Associated Press-NORC Center for Public Affairs Research. The study was funded by
API. Staff from API and The AP-NORC Center collaborated on all aspects of the study.
GENERAL PUBLIC SURVEY
The survey was conducted from March 21 through April 17, 2018. Data were collected using the
AmeriSpeak
®
Panel, which is NORC’s probability-based panel designed to be representative of the U.S.
household population. During the initial recruitment phase of the panel, randomly selected U.S.
households were sampled with a known, nonzero probability of selection from the NORC National
Sample Frame and then contacted by U.S. mail, email, telephone, and field interviewers (face-to-face).
The panel provides sample coverage of approximately 97 percent of the U.S. household population.
Those excluded from the sample include people with P.O. Box only addresses, some addresses not
listed in the USPS Delivery Sequence File, and some newly constructed dwellings.
Interviews for this survey were conducted with adults age 18 and over representing the 50 states and
the District of Columbia. Panel members were randomly drawn from the AmeriSpeak Panel, and 2,019
completed the survey — 1,847 via the web and 172 via telephone. The final stage completion rate is 30.2
percent, the weighted household panel response rate is 33.7 percent, and the weighted household
panel retention rate is 88.1 percent, for a cumulative response rate of 9.0 percent. The overall margin of
sampling error is +/- 3.0 percentage points at the 95 percent confidence level, including the design
effect.
Respondents were offered a small monetary incentive for completing the survey. Interviews were
conducted in English or Spanish, depending on respondent preference. Phone interviews were
conducted by professional interviewers who were carefully trained on the specific survey for this
study.
Once the sample was selected and fielded, and all the study data had been collected and made final, a
poststratification process was used to adjust for any survey nonresponse as well as any noncoverage
or under- and over-sampling resulting from the study-specific sample design. Poststratification
variables included age, gender, Census region, race/ethnicity, and education. Weighting variables were
obtained from the 2017 Current Population Survey. The weighted data, which reflect the U.S.
population of adults age 18 and over, were used for all analyses.
JOURNALIST SURVEY
The survey was conducted from March 1 through April 12, 2018. The study was designed to reach a
representative sample of newsroom personnel with editorial or reporting responsibilities. To reach
this target population, we drew a sample across different types of outlets and job titles, using a
database of media contacts maintained by Cision Media Research (available to the public through a
paid account). The sample was drawn along three dimensions — job title, outlet type, and whether the
outlet was a national or local organization. The Cision Media Research database may not include some
members of the target population, including new journalists or those working at certain outlets not
covered by the database. Contacts from the following job titles were included in the sample:
Associated Press-NORC Center for Public Affairs Research | American Press Institute
Americans and the News Media: What they do — and don't — understand about each other Page 51
■
Assignment Editor
■
Calendar Editor
■
Editor
■
Editorial Coordinator
■
Host/Anchor
■
News Director
■
Producer
■
Program Director
■
Public Service/Community Affairs Director
■
Reporter/Writer
■
Station Manager
■
Web Content Producer
Contacts with those job titles were then narrowed down to include only those who worked at outlet
categories in the following groups:
■
Cable/satellite – network/station
■
Cable/satellite program
■
Magazine, consumer
■
Magazine, news and business
■
Newspaper
■
Newspaper publisher
■
Newspaper, community
■
Newspaper, neighborhood/classified
■
Online, consumer (includes some news
sites)
■
Online, news and business
■
Radio network
■
Radio program
■
Radio program, national
■
Radio program, regional
■
Radio station
■
TV network
■
TV program
■
TV program, national
■
TV program, regional
■
TV station
■
Wire service
Journalists in this database were classified as working for either “major national outlets” or “minor
national outlets or local outlets.” Major national outlets include the following, with all others classified
as minor national outlets or local outlets.
Newspapers:
■
The New York Times
■
The Washington Post
■
USA Today
■
The Wall Street Journal
Magazines (circulation of 2 million or greater based on Alliance for Audited Media 2017 data)
6
:
■
Better Homes and Gardens
■
Game Informer
■
Good Housekeeping
■
Family Circle
■
People
■
Woman’s Day
■
National Geographic
■
Sports Illustrated
■
Time
■
Reader’s Digest
■
Cosmopolitan
■
Southern Living
■
Taste of Home
■
Shape
■
O, The Oprah Magazine
■
Glamour
■
Parents
■
Redbook
■
ESPN The Magazine
■
American Rifleman
■
FamilyFun
■
Martha Stewart Living
■
Real Simple
■
Seventeen
Television:
■
ABC
■
CBS
6
http://abcas3.auditedmedia.com/ecirc/magtitlesearch.asp
■
NBC
■
PBS
Associated Press-NORC Center for Public Affairs Research | American Press Institute
Americans and the News Media: What they do — and don't — understand about each other Page 52
■
CNN
■
C-SPAN
■
MSNBC/CNBC
■
FOX Cable News/FOX Business News
■
Telemundo
■
Univision
■
ESPN/ESPN2
Newswires:
■
Associated Press
■
McClatchy Newspapers
■
Bloomberg News
■
Reuters
In total, 5,022 sample lines were classified as major national outlets, and 72,514 sample lines were
classified as minor national/local outlets. Of these 77,536 sample lines, 75,488 contained working email
addresses. These 75,488 journalists from U.S. major national, minor national, and local outlets with
working email addresses were mainly from the United States (all 50 states and territories) with some
sample lines in Canada. They were all contacted by email to participate in the survey, and interviews
were conducted online using the Qualtrics platform. The survey confirmed eligibility (adults working
for an organization that reports on the news). Respondents were offered a small monetary incentive
($15) for completing the survey. All interviews were conducted in English.
The final sample is made up of 1,127 completed interviews with journalists, including 1,120 in the
United States and seven in Canada. The response rate is 1.5 percent. The overall margin of sampling
error is +/- 3.5 percentage points at the 95 percent confidence level, including the design effect. The
margin of sampling error may be higher for subgroups.
Once the sample was selected and fielded, and all the study data had been collected and made final, a
poststratification process was used to adjust for any survey nonresponse as well as any noncoverage
or under- and over-sampling resulting from the study specific sample design. Poststratification
variables included the type of media outlet the respondent worked for (television, radio, newspaper,
magazine, online/digital, news wire, or other) and whether the outlet the respondent worked for was
considered a national or local organization. The weighted data, which reflect the drawn sample of
newsroom personnel, were used for all analyses.
All analyses were conducted using STATA (version 14), which allows for adjustment of standard errors
for complex sample designs. All differences reported between subgroups of the U.S. population are at
the 95 percent level of statistical significance, meaning that there is only a 5 percent (or less)
probability that the observed differences could be attributed to chance variation in sampling.
Additionally, bivariate differences between subgroups are only reported when they also remain
robust in a multivariate model controlling for other demographic, political, and socioeconomic
covariates.
Full toplines for each survey and details about the Media Insight Project can be found at
www.mediainsight.org. For more information, please contact [email protected]g
.
Associated Press-NORC Center for Public Affairs Research | American Press Institute
Americans and the News Media: What they do — and don't — understand about each other Page 53
CONTRIBUTING RESEARCHERS
From the American Press Institute
Tom Rosenstiel
Kevin Loker
Jeff Sonderman
Katie Kutsko
Jane Elizabeth
Katherine Ellis
From NORC at the University of Chicago
Nicole Willcoxon
David Sterrett
Dan Malato
Liz Kantor
Jennifer Benz
Trevor Tompson
Xian Tao
From The Associated Press
Emily Swanson
ACKNOWLEDGEMENTS
The Media Insight Project would like to thank the following experts for providing helpful suggestions
and feedback on the study design: Talia Stroud at The Center for Media Engagement at the University
of Texas at Austin, Joy Mayer of Trusting News at University of Missouri, Eric Newton and Dan Gilmor
of News Co / Lab at Arizona State University, Seth Lewis of the School of Journalism and
Communication at the University of Oregon, and Logan Molyneux of Klein College of Media and
Communication at Temple University.
We also drew upon prior research and conversations with: Sally Lehrman at The Trust Project at Santa
Clara University, Alan Miller of The News Literacy Project, Indira Lakshmanan and Alexios Mantzarlis
of the Poynter Institute, and Emily Bell at the Tow Center for Digital Journalism at Columbia
University.
The views and findings in this report reflect those of the Media Insight Project, and may not reflect
those of the experts.
ABOUT THE MEDIA INSIGHT PROJECT
The Media Insight Project is a collaboration of the American Press Institute (API) and The AP-NORC
Center for Public Affairs Research with the objective of conducting high-quality, innovative research
meant to inform the news industry and the public about various important issues facing journalism
and the news business. The Media Insight Project brings together the expertise of both organizations
and their respective partners, and involves collaborations among key staff at API, NORC at the
University of Chicago, and The Associated Press.
ABOUT THE AMERICAN PRESS INSTITUTE
The American Press Institute (API) advances an innovative and sustainable local news industry by
helping publishers understand and engage audiences, grow revenue, improve public-service
journalism, and succeed at organizational change. API is a national 501©3 nonprofit educational
organization affiliated with the News Media Alliance. It works with and draws on the best ideas from
technology, business, and publishing.
Associated Press-NORC Center for Public Affairs Research | American Press Institute
Americans and the News Media: What they do — and don't — understand about each other Page 54
ABOUT THE ASSOCIATED PRESS-NORC CENTER FOR PUBLIC AFFAIRS RESEARCH
The AP-NORC Center for Public Affairs Research taps into the power of social science research and the
highest-quality journalism to bring key information to people across the nation and throughout the
world.
The Associated Press (AP) is the world’s essential news organization, bringing fast, unbiased news to
all media platforms and formats.
NORC at the University of Chicago is one of the oldest and most respected, independent research
institutions in the world.
The two organizations have established The AP-NORC Center for Public Affairs Research to conduct,
analyze, and distribute social science research in the public interest on newsworthy topics, and to use
the power of journalism to tell the stories that research reveals.
The founding principles of The AP-NORC Center include a mandate to preserve carefully and protect
the scientific integrity and objectivity of NORC and the journalistic independence of AP. All work
conducted by the Center conforms to the highest levels of scientific integrity to prevent any real or
perceived bias in the research. All of the work of the Center is subject to review by its advisory
committee to help ensure it meets these standards. The Center will publicize the results of all studies
and make all datasets and study documentation available to scholars and the public.
