A survey of US adults has found some troubling results, for media companies anyway.
The Telegraph reported on a survey by Zogby Interactive, a polling company that surveyed 2,100 people on their trust in various brands.
On top were technology firms Google, Apple and Microsoft with 49 percent of respondents saying that they trusted these firms either a lot or completely.
Below these brands came social media platforms Facebook, with 13 percent professing their trust, and Twitter with only 8 percent.
But below these came “The Media,” with the same 8 percent trust gained by Twitter, but a higher number of respondents indicated that they trusted the media “a little” or “not at all” at 88 percent, versus only 64 percent for Twitter.
What does this say for the industry when companies that have no higher calling than to increase profits, market share and build a better product, are more trustworthy than the media which, in theory, should be attempting to serve a vital purpose in democracy; informing the citizenry, questioning the establishment and unveiling injustice?
Also mind-boggling is that Facebook, a company that admittedly harvests personal information on its users for use in targeted advertising (depending on one’s privacy settings) somehow garners more trust than the media.
While some further study of the survey’s methods is adviseable (it was not immediately available online), results like these should serve as a further wake-up call to big media. Something fundamental is broken in this picture.
photo credit: sonicbloom at flickr