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

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

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Professor Steve Schifferes presented a summary of his research into public trust in business journalism at a BBC Trust seminar on impartiality and economic reporting in November 2012. ...

Professor Steve Schifferes presented a summary of his research into public trust in business journalism at a BBC Trust seminar on impartiality and economic reporting in November 2012.

Professor Schifferes' research shows that the public does not trust journalists to give a fair and balanced picture of the economic crisis, and thinks there is not enough information on how the crisis will affect the jobs and incomes of ordinary people.

The research was based on a poll conducted by ICM in November 2011 with a sample size of 2,000 adults.

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

    • 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?