Trust In News In Aotearoa New Zealand 2022

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TRUST IN NEWS IN AOTEAROANEW ZEALAND 2022

Table of ContentsAbout this report .Authors .Data collection and sample . 1Overview . 2New Zealand context . 2International context . 6Key findings 2022 . 8Trust in news in New Zealand . 8Trust in news compared internationally . 9News interest and paying for the news . 9Detailed findings . 10Interest in and consumption of news . 11Overall trust in news and news brands . 12Paying for news . 17Concerns about misinformation . 20Concerns related to journalism and news processes . 21

About this reportThis is the third report about trust in news in Aotearoa New Zealand produced by the AUT researchcentre for Journalism, Media and Democracy (JMAD). The study behind the report is incollaboration with the Reuters Institute for the Study of Journalism. With permission from theinstitute’s researchers, we have used the same survey questions to investigate trust in news andcomparable sampling method used in their annual Digital News Reports to measure news trust. Thisallows us international comparisons about levels of trust in the news – in 2021, the Reuters surveycovered 46 countries. Our 2022 survey also asked New Zealanders about their news consumptionand paying for the news. Questions related to paying for news also mirror those in the Reutersstudy, allowing us international comparisons about news consumption and payments. As in 2021,survey data for our 2022 report was collected by New Zealand online market research companyHorizon Research Ltd. The production of this report was funded by the Auckland University ofTechnology (AUT), and it has ethics approval from the AUT Ethics Committee (AUTEC).Recommended citation: Myllylahti, M. & Treadwell, G. (2022). Trust in news in Aotearoa New Zealand 2022.AUT research centre for Journalism, Media and Democracy (JMAD). ealandRelated academic article: Myllylahti, M. and Treadwell, G. (2021). In media we trust? A comparative analysisof news trust in New Zealand and other Western media markets. Kōtuitui: New Zealand Journal of SocialSciences. https://doi.org/10.1080/1177083X.2021.1948873About the JMAD research centre: https://www.jmadresearch.com/This report is covered by the Creative Commons Attribution License 4.0 International. When reproducing any part ofthis report—including tables and graphs—full attribution must be given to the report author(s).

AuthorshipDr Merja Myllylahti is a senior lecturer in critical media studies at the School of CommunicationStudies at Auckland University of Technology (AUT). She is also co-director of AUT’s research centrefor Journalism, Media and Democracy (JMAD). Between 2011 and 2020, Merja authored, coauthored and co-edited 10 New Zealand Media Ownership reports, published by JMAD. Herresearch has been published in international books and academic journals, including JournalismStudies, Digital Journalism, Journal of Media Business Studies, and Pacific Journalism Review.Dr Greg Treadwell is a senior lecturer and head of journalism department at the School ofCommunication Studies at Auckland University of Technology (AUT). Greg’s work has beenpublished in multiple books and academic journals, including the Journal of Applied Journalism andMedia Studies, Journalism and Mass Communication Educator, and Pacific Journalism Review. He isalso a co-author of JMAD’s New Zealand Media Ownership reports.

Data collection and sampleThis report on trust in news in Aotearoa New Zealand is the third produced by the AUT researchcentre for Journalism, Media and Democracy (JMAD). The first six questions concerning news trustare the same as we asked New Zealanders in 2020 and 2021, and they exactly match those asked bythe Reuters Institute for the Study of Journalism in its annual Digital News Report. In January 2021,the Reuters Institute conducted a survey of 46 countries across Europe, the Americas, Asia/Pacificand Africa, and our international comparisons about news trust and news payments are madeagainst this group. Additionally, in 2022, our survey asked questions about interest in news andnews consumption and paying for the news, and these also match Reuters questions. We alsosurveyed New Zealanders’ perceptions about journalism processes and practices.Sample and data: The data for this research was collected by Horizon Research Ltd, a companyspecialising in online polling. The results in this report are drawn from a national online survey of1,085 New Zealand adults (18 years of age or over) who are members of a Horizon Research Ltdrespondents panel and a third-party research panel, which together represent the New Zealandpopulation at the 2018 New Zealand Census. The survey was carried out from February 22 to March1, 2022, and has a maximum margin of error at a 95% confidence level for the total sample of 3.0%Page 1

OverviewNew Zealand contextSince our second Trust in News in Aotearoa New Zealand report was published in April 2021, NewZealanders have experienced lockdowns and border restrictions, have been issued vaccinepassports and mandates, have encountered violent protests, have been bombarded withmisinformation and have faced conspiracy theories. During late 2021 and early 2022, antigovernment and anti-vaccine-mandate protests became stronger, and physical attacks against themedia covering them grew frequent. In November 2021, political journalist Jason Walls wrote that“recently, there has been a stark and worrying change in the level of animosity directed atjournalists”, and he was expecting things to turn worse1.On his blog, Dr Gavin Ellis reported that journalists had been “abused, spat on, and assaulted. AStuff reporter was pushed and shoved and a protester abused a Newshub news crew member andthreatened to destroy his video camera.”2 In November, reporters covering anti-mandateprotestors at the New Zealand Parliament were “pelted with tennis balls daubed with political andanti-vax slogans”. Protestors complained that media had been “bought by the Government to dotheir bidding”, likely referring to the government’s recent establishment of the Public InterestJournalism Fund (PIJF) which is allocating NZ 55 million to media over three years. 3 In The Detailpodcast, Newsroom co-founder Mark Jennings said suggestions that public funding means that1Walls, J. “Attacks on the media are escalating and look like they’ll only get worse.” NewstalkZB, November 8, ike-theyll-only-getworse/2Ellis, G. “Copycat media abuse from ragtag bag of protesters.” Knightelyviews, February 15, 743Peacock, C. “The risks of reporting displays of discontent – and amplifying aggro.” MediaWatch, November 14, splays-ofdiscontent-and-amplifying-aggroPage 2

news companies are “cuddling up to the government really annoy him”. He said the claims were “somisguided. We’ve gone after the Government in so many different ways.” 4 On the other hand, areport by research group Sapere, a consultant for the Ministry of Culture and Heritage, says whileNew Zealand media outlets support the public funding, some concerns have been raised aboutfunding decisions, saying that some had “crossed into editorial decision-making, with New ZealandOn Air effectively holding a ‘beauty contest’ to choose which proposed stories/investigationsmerited support.”5At the same time as New Zealand journalists were under attack, disinformation kept circulating. InNovember 2021, the Disinformation Project found that conspiracy theories about Covid-19 hadescalated since the Delta virus entered the country in August 2021. The report says, “the mostrecent Covid-19 outbreak and the vaccine are strong symbols that are being used to push variousfar-right and conservative views”.6 Additionally, it notes that “these anti-government messages areoften being imported alongside white supremacist ideologies” and that “overseas imported contentis often the most violent in language.” Furthermore, it observes that online spaces “promote a lotof anti-Māori sentiment”. In February 2022, a group called Debunking Conspiracies Aotearoa calledon Facebook to take stronger measures to tackle dis- and misinformation on the platform. Thegroup said it was “pretty frustrated that no matter how many times we report harmful content toFacebook it is ignored and these recent bans are far too late as major influencers have already done4Russell, A. “Why the team of 55 million is in the public interest.” The Detail. an, J. Murray, K. Pauls, R. and Woock, K. (2022). The implications of competition and market trends for mediaplurality in New Zealand. A report for the Ministry of Culture and 6Te Pūnaha Matatini (2021).“Understanding mis- and disinformation in Aotearoa New ge 3

a lot of damage.”7 According to RNZ, two leaders of anti-vaccine movements in New Zealand weretemporarily banned from Facebook although the social media platform did not confirm this. RNZsays that the Outdoor Party co-leader Sue Grey and Derek Tait, a Destiny Church pastor, weretemporarily taken down from Facebook.As we reported in our 2021 report, trust in the New Zealand Government in 2020 was high, withapproximately 83% of New Zealanders agreeing that the Government was trustworthy.Additionally, over 85% had confidence in the country’s public-health scientists.8 In December 2021,81% of New Zealanders trusted public services “based on their personal experience”.9 Whencompared internationally, New Zealand “ranks as a world-leader in trust and confidence ingovernment.” According to the Organisation for Economic Co-Operation and Development (OECD),New Zealanders trust more in their public institutions than the citizens of other OECD countries (onaverage).10 In 2018, 43% of New Zealanders trusted Parliament and 54% trusted the Governmentcompared to 34% and 37% OECD averages, respectively.A report from Koi Tū: The Centre for Informed Futures warns that while New Zealand has arelatively high trust in the government, the public response to its vaccination effort and mandateshas shown that trust is not universal and can disappear quickly. 11 Dr Charles Royal (Marutūahu,Ngāti Raukawa and Ngā Puhi), Strategic Advisor and a member of Koi Tū, points out that social7Calls for Facebook to take stronger action on Covid-19 misinformation as antivax leaders banned. RNZ, February 1,2022. information-as-antivax-leaders-banned8Goldfinch, S., Taplin, R. and Gauld, R. 2021. Trust in government increased during the Covid-19 pandemic in Australiaand New Zealand. Australian Journal of Public Administration. 4678500.124599Public Service Commission (n.d). Trust and confidence in the public service. d-confidence-in-the-public-service/10OECD. (2021). Government at a glance 2021. Country fact sheet. New Zealand. ealand.pdf11Gluckman, P., Bardsley, An., Spoonley, P., Royal, C., Simon-Kumar, N. and Chen, A. (2021). Sustaining Aotearoa NewZealand as a cohesive society. Koi Tū: The Centre for Informed Futures. pdfPage 4

cohesion comes down to trust – “a concept that is complex and nuanced.”12 He says “Māoricommunities are challenged by questions of trust as much as anyone else. Māori trust in theGovernment, for example, has long been tempered by the negative effects of colonisation for whichMāori hold the Government accountable.” Interestingly, New Zealand media shows somediscontent with public services, finding that it is increasingly difficult to hold the Government andits institutions accountable. In an opinion piece, The Dominion Post editor Anna Fifield expressedsome frustration, asking “when did our public service get so arrogant?” 13 She writes that she wasshocked returning to New Zealand after two decades reporting overseas, at “just how obstructiveand deliberately untransparent our public service has become.” She says that because journalistshave been “outnumbered by spin doctors”, it is increasingly hard for journalists to obtaininformation or gain access to the people working in public services, including ministers. In late 2021and early 2022, the popularity of Jacinda Ardern’s Government seem to be declining. The TalbotMills Research poll showed that Labour Party’s popularity dropped five points to 41%, and the pollby Curia Polling showed that 39% of New Zealanders supported Labour.14 The Guardian noted thatwhile the polling results place Labour Party still “firmly ahead of the opposition National Party, itrepresents Labour’s worst polling result in more than a year, and since before Covid-19 reachedNew Zealand.”12Koi Tū: The Centre for Informed Futures. “Sustaining social cohesion in Aotearoa New Zealand”. [Media release],December 13, 2021. ohesion/13Fifield, A. “When did our public service get so arrogant?” Stuff, February 5, n-did-our-public-service-get-so-arrogant14McClure, T. “Jacinda Ardern’s popularity plunges as New Zealand reckons with new era of endemic Covid.” TheGuardian, November 11, 2021. ns-with-new-era-of-endemic-covidPage 5

International contextThe Edelman Trust Barometer 2022 report shows that globally, trust in government and mediadeclined in 2022, with 52% of people trusting their government and 50% trusting their media.15Comparatively, in May 2020, government was the most trusted source of information at 65%,followed by business (62%), NGOs (62%) and media (56%). Edelman CEO Richard Edelman saysgovernments and media are the “two institutions people rely on for truth”, yet they are “doing adangerous tango of short-term mutual advantage, with exaggeration and division to gain clicks andvotes.”16 Edelman says the media “needs to get back to a business model that replaces outragewith sobriety, clickbait with calm authority.” The barometer shows 67% of people believejournalists are lying to them. Additionally, government and media were seen as dividing forces insociety. Concerns for fake news were “all-time high” with 76% of people worrying about falseinformation. It argues government and media are feeding a cycle of division and disinformation forvotes and clicks, with 42% of people distrusting government leaders and 46% journalists.The Reuters Digital News Report 2021 observes that in 2021, trust in news grew by 6% compared to2020, with 44% of people surveyed trusting most of the news most of the time.17 The Reuterssurvey included 46 countries, and for the first time data from India, Indonesia, Thailand, Nigeria,Colombia, and Peru was collected. The report observes that an increase in trust “reverses, to someextent, recent falls in average trust – bringing levels back to those of 2018.” Of the countries15Edelman (2022) Edelman Trust Barometer 2022. les/202201/Trust%2022 Top10.pdf16Edelman. “2022 Edelman Trust Barometer Reveals Even Greater Expectations of Business to Lead as GovernmentTrust Continues to Spiral.” [Media release], January 19, 2022: es-tospiral-301463922.html17Newman, N., Fletcher, R., Schulz, A., Andi, S., Robertson, C. and R.K. Nielsen. Reuters Digital News Report 2021.Reuters Insitute for the Study of Journalism. 10th edition. -newsreport/2021/dnr-executive-summaryPage 6

surveyed, Finland continued to have the highest levels of overall trust in the news (65%), and theUSA had the lowest level of trust (29%). The Reuters survey observes that trust in news from searchengines and social media remained stable, meaning that the “trust gap between the news ingeneral and that found in aggregated environments has grown – with audiences seemingly placinga greater premium on accurate and reliable news sources.” However, the use of social media fornews has continued to be strong especially with younger age groups.The Reuters report also notes that while many consumers remain engaged with the news, there are“signs that others are turning away from the news media and in some cases avoiding newsaltogether.” On the other hand, there has been a “significant increase in payment for online newsin a small number of richer Western countries.” Nevertheless, the overall percentage of peoplepaying for online news has remained low. In 20 countries observed, 17% have paid for any onlinenews in the last year – up to two percentage points. In Norway, 45% of those surveyed have paidfor online news, followed by Sweden (30%), the US (21%) and Finland (20%). The report notes thatthe progress has been slow in France (11%), Germany (9%), and the UK (8%).Additionally, a report of Pew Research Centre in the United States shows that Americans’confidence in specific groups and social institutions declined sharply in 2021. In 2020, 40% ofAmericans had a great deal of confidence in medical scientists, but in 2021 figure was 21%.18 Thepublic confidence in journalists, business leaders and elected officials also shrunk. In 2020, 45% ofAmericans had a great or fair deal of confidence in journalists. In comparison, in 2021 40% reportedthat they trusted journalists a fair or great amount. In 2021, approximately 24% of Americans hadconfidence in their elected officials.18Kennedy, B., Tyson, A. and Funk, C. (2022). “American’s trust in scientists, other groups declines.” Pew ResearchCentre. age 7

Key findings 2022Trust in news in New Zealand General trust in news in New Zealand is, worryingly, still shrinking, and trust in news insearch is falling. However, trust in news in social media is stable and slightly increased in2022. In three years from 2020-2022, general trust in news has fallen 8% from 53% to 45%. In 2022, 45% of New Zealanders trusted news, compared to 48% in 2021, and 53% in 2020. Trust in news people consume themselves has declined even more than the general trust,10% in the past three years. In 2022, 52% of New Zealanders trusted news they consumedthemselves, compared to 55% in 2021 and 62% in 2020. RNZ has remained the most trusted news brand, despite a steep decline in brand trust. TheOtago Daily Times, included in the survey for the first time, was the second most trustednews brand in 2022, followed by TVNZ and Newshub. In 2022, trust in the news brands of Te Whakaruruhau o Ngā Reo Irirangi Māori (NationalMāori Radio Network), Māori TV and TVNZ declined more than 10% compared to theprevious year. Trust in Newstalk ZB and The Spinoff remained stable, trust in the news on Stuff droppedapproximately 5% and in the NZ Herald 8%.Table 1: Trust in news in New Zealand in 2020, 2021, 2022 (%)2020Page 820212022Change %Change %2020-20222021-2022Overall trustin news53%48%45%-8%-3%Trust in newsI use62%55%52%-10%-3%Trust in newsin search27%26%23%-4%-3%Trust in newsin social16%14%15%-1% 1

Trust in news compared internationally When compared internationally, trust in news in New Zealand has fallen, whereasinternationally news has gained in trust.The Reuters Digital News Report 2021 shows that in 2021, trust in news grew 6% in 46countries surveyed. At the same time, trust in news in New Zealand shrunk 3% during acomparable period.Trust in news in general in New Zealand is just above the international average, showingthat the trust gap between our country and the average of those surveyed by Reuters isclosing.Table 2: Trust in news internationally and in New Zealand 2020-2021ReutersReutersReuters Change% NZNZNZNZOveralltrust innews42%38%44% 6%53%48%45%-3%Trust innews Iuse49%46%50% 4%62%55%52%-3%Trustnews insearch33%32%34% 2%27%26%23%-3%Trustnews insocial23%22%24%% 2%16%14%15% 1%News interest and paying for the news In 2022, we asked New Zealanders for the first time to comment on their interest in thenews and paying for news.Approximately 75% of New Zealanders are interested or extremely interested in the news,with 7% of people not interested in the news, including 2% not interested at all.TVNZ (64%) and Stuff online (64%) were the most used sources of news; social media was asource of news for 43% of those surveyed.In 2022, 22% of New Zealanders had paid for online news content or accessed a paid onlinenews service. Additionally, 36% of respondents said that they had financially supportednews services.Page 9

Detailed findingsInterest and consumption of newsIn 2022, we scoped for the first time New Zealanders’ interest in the news (Q1).19Based on oursample, 74% of New Zealanders are interested or extremely interested in the news. Additionally,19% are somewhat interested in the news. As seen in figure 1, only 7% of those surveyed said theywere not interested in the news.Figure 1: Proportion of those interested in the news in 2022Proportion interested in the emly interested19InterestedSomewhatinterestedNot interestedNot at allinterestedQ1. Overall, how interested would you say you are in news? 1 extremely interested/2 interested/3 somewhatinterested/4 not interested/5 not interested at all.Page 10

Additionally, in 2022, we asked New Zealanders about their sources of news (Q220). Based on oursample, TVNZ and Stuff were mentioned as a source of the news by 64% of those surveyed. Thiswas followed by Newshub/TV Three (49%), NZ Herald online (48%) and RNZ (32%). Approximately43% of those responding named social media as a source of news (table 3).Table 3: Sources of news in the past weekSource of the news% of those surveyedTVNZ64%Stuff online64%Newshub/TV Three49%NZ Herald online48%Social media43%RNZ32%Other online news sites31%Commercial radio21%Printed newspapers19%Alternative news sites13%20Q2. Which, if any, of the following have you used in the past week as a source of news?TVNZ/Newshub/RNZ/Commercial radio/Indigenous media/NZ Herald online/Stuff online/Other online newssites/Printed newspapers/Alternative news sites/Blogs/Social media/None of these.Page 11

Overall trust in news and news brandsQ321 asked New Zealanders about both their trust in the news generally and their trust in the newsthey consumed, and Q422 asked about their trust in the news found via social media and searchengines. Based on our sample, in 2022, trust in the news in general dropped 3% from 48% in 2021to 45% in 2022. However, in the three years of 2020-2022, trust in the news in general declined 8%,from 53% to 45%.In 2022, trust in the news people consume themselves fell 3% from 55% in 2021 to 52% in 2022.However, in the three years of 2020-2022, trust in the news people consumed themselves declined10%, from 62% in 2020 to 52% in 2022.Figure 2: Proportion that trust most news most of the time in 2022Trust news overallTrust news I useTrust news insearchTrust news insocialWhile trying to understand the reasons for the decline of trust in the news in general, in the newsconsumed and in news brands, some qualitative comments from respondents may give someguidance. One hundred and eighty-two people supplied comments to the survey, and of those, 8321Q3. Please indicate your level of agreement with the following statements: a) I think you can trust most news most ofthe time b) I think I can trust most of the news I consume most of the time: 1 strongly disagree/2 tend to disagree/3neither agree nor disagree/4 tend to agree/5 strongly agree.22Q4. It is now possible to get online news in many different ways, including from search engines and social media sites.With this in mind, please indicate your level of agreement with the following statements. a) I think I can trust news insocial media most of the time b) I think I can trust news in search engines most of the time: 1 strongly disagree/2 tendto disagree/3 neither agree nor disagree/4 tend to agree/5 strongly agree.Page 12

were linked to respondents’ reasons for not trusting the media. Approximately 26% of thosecommenters said they didn’t trust the media because it was funded by the Government, andbecause the media was reporting the Government’s narrative and was politically influenced by it.Additionally, 2.7% mentioned news reporting on Covid-pandemic, health information and vaccinemandates as a reason for their mistrust. Approximately 13.2% mentioned media spin, bias andopinions as a reason for distrust, and 3.8% did not trust the media because it was not reportingfactual information. Here is a sample of typical comments:"The greatest danger to news media in NZ is government funds and grants, as they "buy" thejournalists and editors. Another danger is allowing interview access only to compliant journalists." Male, 55-64 years, Other/European"I am disgusted that we are unable to trust the mainstream media, who are now just the propagandawing of the government. In interviews no interviewer askes the hard questions for fear of losingfunding from the government." - Female, 65-74 years"NZ news is sadly in the pocket of government and therefore not balanced - very sad for ourcountry." - Female, 45-54 years, Pasifika"All media tends to put their spin on the news. It would be far better for the facts only. Thegovernment should NOT be funding news outlets in any way." - Male, 55-64 years, NZEuropean/Pākehā"I have noticed since Covid began the media aren’t asking the government the tough questions, itfeels like the media are in bed with the government and there is only one narrative being talkedabout. I don’t trust mainstream media a single bit!" - Female, 35-44 years, NZ European/Pākehā"I think the media needs to be way more balanced and far less opinion and controversy based. It isvery damaging. Headlines should be less misleading as well. I hate it!" - Female, 35-44 years, NZEuropean/Pākehā"Less journalistic opinion, please. Give both sides of the story and let us work it out for ourselves.Over the last five years, many stories have been one-sided with any alternative voice beingdismissed. That's largely why I choose not to pay for print or online media." - Female, 45-54 years,Other"New Zealand has far too many right-wing and or conservative commentators in its newspapers.There is no balance. I want authoritative responsible and ethical journalism. I don't need or want tohear more privileged white male reckons." - Female, 55-64 years,Page 13

When compared to the international average of 46 countries, our data shows the trust gapbetween New Zealand and the rest of the world has shrunk to 1%. On average, 44% of peoplesurveyed in 2021 by Reuters trusted most news most of the time compared to 45% in New Zealand.In the previous year, the trust gap between New Zealand and the international average was 5%. In2021, Reuters recorded a 6% uptake in trust in the news whereas New Zealand saw a drop of 3% inour latest survey. The year before, trust in the comparable international market fell 4%, so perhapsthe New Zealand downturn has occurred a year later than in other countries. In 2021, trust in thenews was highest in Fi

comparable sampling method used in their annual Digital News Reports to measure news trust. This allows us international comparisons about levels of trust in the news - in 2021, the Reuters survey covered 46 countries. Our 2022 survey also asked New Zealanders about their news consumption and paying for the news.

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