Citizen Trust in 2021 How restoring public confidence will be key to accelerating the recovery - Kantar Public

 
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Citizen Trust in 2021 How restoring public confidence will be key to accelerating the recovery - Kantar Public
Citizen Trust in 2021

How restoring public
confidence will be key to
accelerating the recovery
Citizen Trust in 2021 How restoring public confidence will be key to accelerating the recovery - Kantar Public
Webinar:
Trust in the news

How to address the challenges
of misinformation and strengthen
public resilience to the risks

23 March 2021
Citizen Trust in 2021 How restoring public confidence will be key to accelerating the recovery - Kantar Public
Welcome

          Chair

          Ms Grace Lown
          Head of Public Affairs,
          Kantar Public

                                    3
Citizen Trust in 2021 How restoring public confidence will be key to accelerating the recovery - Kantar Public
Welcome to our speakers

Mr Tim Nguyen                     Ms Sophia Schmid            Mr Julien Zalc
Head Of Unit High Impact Events   Consultant, Kantar Public   Consultant, Director of the Centre
Preparedness, Infodemic Manager   Germany                     Kantar sur le Futur de l’Europe
at World Health Organization

                                                                                                   4
Citizen Trust in 2021 How restoring public confidence will be key to accelerating the recovery - Kantar Public
AGENDA
1   Use and trust in the media

    Fighting disinformation and fake news:
2   a case study from Germany

    Responding to “infodemics”:
3   perspective from the WHO

4   Questions

                                             5
Citizen Trust in 2021 How restoring public confidence will be key to accelerating the recovery - Kantar Public
1
Use and trust in the
media
Citizen Trust in 2021 How restoring public confidence will be key to accelerating the recovery - Kantar Public
Media use in the EU
In the last decade, use of the Internet and online social networks has increased                                                               EU
and traditional media decreased
              QD3 Could you tell me to what extent you…?
                  (% - EU - AT LEAST ONCE A WEEK)
                             98          97          97                    97
               100%                                             96                            96
                                                                                       95            94     94 WATCH TV ON A TV SET +
                                                                                                               VIA THE INTERNET
                      97     97          97
                90%                                  95         94         95                 94               WATCH TELEVISION ON A TV SET
                                                                                       93            92     90
                      79                                                                             78     80
                80%          76          77                     76         76                 77               USE THE INTERNET
                                                     74                                75
                      73
                             71          71                                                                       LISTEN TO THE RADIO
                70%                                                        73          75     75            74
                                                    70          72                                   73
                                         69                                                   60     59           USE ONLINE SOCIAL NETWORKS
                                                    65          65
                60% 63       64                                            63                               64
                                                                                      61
                                                                                              58                  READ THE WRITTEN PRESS
                50%                                                                                  56     55
                                                                                       54
                                                                           50
                                                                47
                40%                                  44
                                         42                                                                 32
                                                                                                     29           WATCH TELEVISION
                30% 33       35                                                               27
                                                                                       23                         VIA THE INTERNET
                                                                20         21
                                         17          18
                20%          16

                10%

                 0%

                    2010    2011        2012       2013       2014        2015        2016   2017   2018   2019

                                   Source: Standard Eurobarometer EB92: Autumn 2019                                                                 7
Citizen Trust in 2021 How restoring public confidence will be key to accelerating the recovery - Kantar Public
The use of the social media: by country
Large variations between countries                                          EU

                         Source: Standard Eurobarometer EB92: Autumn 2019        8
Citizen Trust in 2021 How restoring public confidence will be key to accelerating the recovery - Kantar Public
Media ranks behind other institutions in levels of public trust
                                                                       EU

40%
  trust the
     media

                    Source: Standard Eurobarometer EB93: Summer 2020        9
Citizen Trust in 2021 How restoring public confidence will be key to accelerating the recovery - Kantar Public
Large variations between countries, with a North-South divide
                                                                      EU

                   Source: Standard Eurobarometer EB93: Summer 2020        10
Trust: social media vs. traditional media
Radio (57%) and TV (49%) continue as the most trusted source, while the Internet                                                                     EU
(32%) and onlineQA6a
                  social  networks (20%) score lower
                     I would like to ask you a question about how much trust you have in certain media and institutions. For each
                                 of the following media and institutions, please tell me if you tend to trust it or tend not to trust it.
                                 (% - EU - TEND TO TRUST)

                          70%

                                                                                                     59     59     59
                          60% 58       57          57                             58                                      57
                                                             54        54                      55                           RADIO
                                                                                                     50     51     50
                                                                                               48                         49
                          50%                      53                                                                       TELEVISION
                                49     50                                         50                                        THE WRITTEN PRESS
                                                             48        48                                   47     47
                                                                                                     46                   46
                          40% 42                   43                             43           43
                                       42                    40        41
                                37                 37                             36                 36                     THE INTERNET
                          30%          35                    35        34                      35           34
                                                                                                                   32     32
                                                                                  21           20    21     20            20
                                                                                                                   19
                          20%                                                                                               ONLINE SOCIAL NETWORKS

                          10%

                           0%

                              2009    2010       2011       2012      2013      2014       2015     2016   2017   2018   2019

                                            Source: Standard Eurobarometer EB92: Autumn 2019                                                              11
Written press and the Internet: trust and use
As the Internet use rose to 80% of the population in 2019, the level of trust decreased.                           EU

The opposite can be seen for the written press

                                                                                           78%    80%
                                                                             75%    77%
                                              72%               73%
   73%     71%     69%      70%

                   71%
   63%     64%              65%               65%                                          56%    55%
                                                                                                         Written press-Use
                                                                63%          61%    60%

    42%    43%                                43%               43%                                      Written press-Trust
                   40%      41%
                                                                             46%    47%    47%    46%
                                                                                                         The Internet-Use
   35%     37%     35%                        36%               35%          36%
                            34%                                                     34%    32%    32%
                                                                                                         The Internet-Trust

  2010     2011    2012     2013              2014             2015          2016   2017   2018   2019

                          Source: Standard Eurobarometer EB92: Autumn 2019
                                                                                                                               12
Trust in the Internet and online social networks
                                                                                                                                                              EU

A generational gap : young respondents are more likely                                   Higher levels of trust among longer educated population
to trust the Internet and online social networks                                         and students

% by age                                                                                 % by education
                                                                                                                                                        47%
    45%
                      41%

                                          34%                                                                  33%                34%
           31%                                                                                                                                                31%
                            27%
                                                                    21%                                              22%
                                                 20%
                                                                                             17%                                        18%
                                                                            12%                    11%

      15-24             25-39                40-54                      55+                     15-               16-19              20+            Still studying
                 The Internet     The online social networks                                              The Internet     The online social networks

                                      Source: Standard Eurobarometer EB92: Autumn 2019                                                                               13
Public opinion in the EU: fake news and disinformation
Awareness about the risks related to fake news is rising across the EU                                                                                                    EU

                                                                                                                                                   % of citizens who
     % of citizens who think is                                       % of citizens who think is
                                                                                                                                                think they can identify
  a problem for democracy                                      a problem in their country
                                                                                                                                                false information

          79%              (+3)                                                 74%                    (+3)
                                                                                                                                                     58%              (=)

                                  Source: Standard Eurobarometer EB92: Autumn 2019 – evolution since Standard Eurobarometer EB90: Autumn 2018                                  14
Media literacy: differing levels across Europe
More than a third of respondents (36%) do not find it easy to identify fake news   EU

                          Source: Standard Eurobarometer EB92: Autumn 2019              15
Who do the public look to for reliable information about
the vaccine?
% of citizens who trust

Health authorities        Family’s doctor                  Government                                         Traditional media                         Social media         No reliable
 in their country                                                                                                                                                      source of information on
                                                                                                                                                                              this topic

     41%                     39%                              25%                                                      19%                                 8%                  15%
                                                                                                                                                              26%                  24%
  % of citizens who trust:                                                                                                                                                         5%
  ꟷ Doctors who speak in the media (24%)
                                                                                                                                                              5%
  ꟷ My pharmacist (14%)
  ꟷ People around me (9%)

                                       Source: Kantar-Vaccination International Survey, fieldwork: 13-27 January 2021,7133 interviews in 7 countries.                                      16
2
Combating
disinformation
on social media
Fighting disinformation and fake news:
a case study from Germany

Kantar Public Germany
Actions taken by major social media platforms against disinformation
STEP 1: Defining and detecting disinformation

 Community                  External             Machine                User
 guidelines                evaluators /          learning              reports
                             experts

                                                                                 18
Actions taken by major social media platforms against disinformation
STEP 2: Providing more information

                     Providing
 Partnering                          Providing                            Media
                    authoritative                    Flagging /
  with fact                          additional                          literacy
                       media                          labeling
 checkers                             context                          programmes
                      content

                                                                                19
Actions taken by major social media platforms against disinformation
STEP 3: Deleting and blocking

                                                                       Restricting
                                    Restriction      Regulation
  Deleting           Blocking                                           visibility
                                        of           of political
  content            accounts                                           through
                                   monetisation     adverstising
                                                                       algorithms

                                                                                     20
Case study: YouTube’s recommendation algorithms and disinformation

  HYPOTHESIS:                Methodology
  Does YouTube’s
  recommendation             1. Automated recording of over 33,000 recommendations
  algorithm promote          on COVID-19, climate change and refugees
  content containing
                             2. Quantitative coding of 210 videos
  disinformation?
                             3. Qualitative analysis of 15 disinformative videos

                                                                                     21
YouTube’s recommendation algorithm does not amplify disinformation
Amount of videos containing disinformation

                                             All recorded videos   6%

                                         Videos about refugees          8%

  Starting point: videos
containing disinformation           Videos about climate change               15%

      33%
                                        Videos about COVID-19                14%

                                                                                    22
Despite YouTube’s statements, ads still appear before disinformative videos

                                             Monetisation of videos

   Videos containing disinformation      40%                   7%                            55%

                    Neutral videos     35%              3%                             63%

                                      YouTube ads   Own advertising   No advertising

                                                                                                   23
Disinformation comes in many
shapes and sizes

ꟷ Different formats, target
  groups, styles, quality,
  topics, reach
ꟷ Presentation
  as “alternative“
  journalism or science

                               24
Conclusion: Disinformation can be hard to define and detect, but there are
ways to limit it

                                             ꟷ Transparency on algorithms
                                               and further research
                                             ꟷ Restricting advertising in front
                                               of videos with disinformation
  Social      Government /                   ꟷ More high quality trustworthy
                              Citizens
 networks      regulation                      news sources and media literacy
                                             ꟷ Laws and regulations

                                                                                  25
3
Approaching the
challenges of the
“infodemic”, disinformation
and fake news about
COVID-19
World Health Organization (WHO)
27
LISTEN TO CONCERNS
                               Questions on COVID-19                                              Top rising topics
Quantifying                              (12 – 18 Nov 2020)
                                            Top key words
                            (excluding ‘COVID-19’, ‘coronavirus’ and ‘virus’)
                                                                                                     (12 – 18 Nov 2020)
                                                                                Based on % change of conversation volume from the previous week

information
through social
listening
WHO uses a digital
listening approach which
analyses and quantifies
information associated
with COVID-19. For
example, top keywords
and topics are tracked in
order to identify trends
and help manage the
infodemic.

                                                                                                                                                  28
PILOT with 20 countries and 4 languages:

Enable health information professionals to
respond earlier to the infodemic, with a real-
time analysis of narratives of the general
public.

Building world-leading information infrastructure
to serve countries to understand attitudes of the
general public. Moving from surveys, to
datapools and AI analytics that are real-time,
flexible and locally adaptive.

See whoinfodemic.citibeats.com

                                                    29
Questions
An infodemic is accompanying
                                                                        ”
the pandemic
• An infodemic is an overabundance of information –
  good or bad – that makes it difficult for people to
  make decisions for their health
• Misinformation1, disinformation2 and fake news
  can cause real harm to health, public trust, social
  cohesion and emergency response
                                                                      We’re not just fighting an
                                                                      epidemic; we’re fighting an
                                                                      infodemic. Fake news spreads
                                                                      faster and more easily than this
                                                                      virus, and is just as dangerous.

            1   inaccurate information                                Tedros Adhanom Ghebreyesus
            2   false or inaccurate information intended to mislead   Director-General, World Health Organization

                                                                                                                    31
How people receive, process and act on information varies

                                         Illustration: Toby Morris, The Spinoff

         Understanding how information originates, evolves and spreads on different
                 platforms and channels is key to managing the infodemic

                                                                                      32
Infodemiology: the science behind infodemic management
Infodemic management is an evolving area of research and practice
AREAS TO FURTHER EXPLORE

• How do overwhelming amounts of information affect
  behaviour in emergencies and what interventions are
  effective in addressing it?
• How does online behaviour affect offline action?
• How does the infodemic affect cognition and influence
  seeking of health services?
• How does the role of policy interventions successfully
  address and mitigate health misinformation?
• How does the infodemic affect closed networks and
  vulnerable populations?

                                                                    33
Citizen Trust in 2021 series

Catch up on the previous webinars in our series

Trust in public health policies
(4th February 2021)
How to overcome COVID-19 vaccine
hesitancy and address citizen expectations

Trust in the economic recovery
(4th March 2021)
How to engage citizens with government recovery plans

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Thank you
for joining us
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