Fair and balanced the audience view of media coverage of the crisis

Presentation to BBC Trust 6 Nov 2012Steve Schifferes, Marjorie Deane Professor of Financial Journalism, City University London

 The public is very concerned about the current crisis and its effect on the UK Many people don’t believe they have been told enough to understand the crisis People want economic coverage to relate more to their personal circumstances There is scepticism about the independence of the media and whether it has produced fair and balanced coverage

HOW CLOSELY ARE YOU FOLLOWING THE NEWS ABOUT THE STATE OF THE UK ECONOMY?605040302010 0 VERY CLOSELY QUITE CLOSELY NOT VERY NOT AT ALL CLOSELY CLOSELY

HOW CLOSELY ARE YOU FOLLOWING THE NEWS ABOUT THE STATE OF THE UK ECONOMY?80757065 CLOSELY OR VERY60 CLOSELY5550 2011- NOV 2008-SEPT

WHICH TYPES OF NEWS ARE IMPORTANT TO YOU?80%70%60%50%40%30%20%10%0% NEWS ABOUT UK INTERNATIONAL LOCAL NEWS ECONOMIC NEWS POLITICAL NEWS CELEBRITY NEWS BUSINESS NEWS NEWS

50% WHICH TYPES OF NEWS ARE IMPORTANT TO YOU?45%40%35%30%25% Economic20% Business15%10%5%0% AB C1 C2 DE MEN WOMEN

WHICH OF THE FOLLLOWING SOURCES DO YOU USE MONTHLY TO FOLLOW NEWS ABOUT BUSINESS AND THE ECONOMY? C4 NEWS DAILY MAILBBC RADIO NEWS SKY NEWS BBC N24 ITV NEWS BBC ONLINE BBC TV 0% 10% 20% 30% 40% 50% 60%

WHO WOULD YOU TURN TO FIRST FOR RELIABLE AND TRUSTWORTHY INFORMATION IN AN ECONOMIC CRISIS? BBC RADIO 4% SKY NEWS 7%BBC NEWS24 12%BBC WEBSITE 15% BBC TV 24%

HOW WELL DO YOU THINK YOU UNDERSTAND CURRENT ECONOMIC EVENTS IN EUROPE AND THE UK AND THEIR IMPACT ON YOU?605040302010 0 VERY WELL REASONABLY WELL NEITHER WELL POORLY OR VERY NOR POORLY POORLY

HOW SATISFIED ARE YOU WITH THE WAY THE MEDIA HAS BEEN COVERING THE NEWS ABOUT THE ECONOMIC SITUATION?5040302010 0 VERY FAIRLY NEITHER FAIRLY VERY SATISFIED SATISIFIED DISSATISFIED DISSATISFIED

WHICH AREAS DO YOU THINK SHOULD BE COVERED MORE? SHAREHOLDERS OTHER COUNTRIES COMPANIESGOVERNMENT SPENDING JOBS PERSONAL FINANCES 0 10 20 30 40 50 60 70 80

DO YOU AGREE OR DISAGREE WITH THE FOLLOWING STATEMENTS? JOURNALISTS NOT INDEPENDENT OF BUSINESSES THEY COVER JOURNALISTS ARE FORCED TO ACT UNETHICALLYTHERE IS TOO MUCH ECONOMIC JARGON I DONT UNDERSTANDREPORTING ON THE ECONOMY HAS MADE THINGS WORSEJOURNALISTS GIVE A FAIR AND BALANCED PICTURE 0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

DO YOU AGREE OR DISAGREE WITH THE FOLLOWING STATEMENTS?JOURNALISTS NOT INDEPENDENT OF BUSINESSES THEY COVER JOURNALISTS ARE FORCED TO ACT UNETHICALLY THERE IS TOO MUCH ECONOMIC BBC JARGON I DONT UNDERSTAND ALLREPORTING ON THE ECONOMY HAS MADE THINGS WORSE JOURNALISTS GIVE A FAIR AND BALANCED PICTURE 0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

 How can economic journalists gain the trust of the public? How can economic coverage of big stories focus on things which more directly affect the public, such as jobs and spending cuts? Given the strong interest in the crisis from a very diverse audience, how can economic journalists do a better job of explaining complex events in an accessible way?

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Fair and balanced the audience view of media coverage of the crisis

by City University London, Department of Journalism on Nov 15, 2012

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Fair and balanced the audience view of media coverage of the crisis Presentation Transcript