Trust in Traditional Media Rises – but Media now least trusted institution in Ireland - 2017 Edelman Trust Barometer.


Trust in media fell from 39 % to 29 % and media is now seen as the least trusted institution in Ireland according to the 2017 Edelman Ireland Trust Barometer.

However, traditional media (56 %) is regarded as the most trusted media outlet with online only media dropping seven points to 41% on 2016 levels.

Respondents in Ireland favour search engines (53 %) over human editors (47 %) and are more than 2.5 times more likely to ignore information that supports a position they do not believe in. 49 % stated that they never or rarely change their position on important social issues.

Trust in Government here has remained at 32%, the same as last year. Trust in business 41% and NGOs  43% has dropped.

Academic experts (61 %), technical experts (58 %) and a person like yourself (54 %) are the most credible spokespeople in Ireland, according to the research.

The 2017 Edelman Trust Barometer is the firm’s 17th annual trust and credibility survey and was conducted by way of 25-minute online interviews conducted during October and November 2016.

CEO credibility in Ireland has dropped 16 points from the previous year to 27 %, which now puts it on par with government officials and boards of directors as the least credible spokespeople.

Employees are seen as the most credible spokespeople on issues including employee/customer relations (64 %), innovation (33 %) and industry issues (36 %).

59 % of respondents in Ireland believe that the system has failed them, that it is unfair and offers little hope for the future. While only 15 % believe it is working, and more than one-quarter are uncertain.

Publishing the findings, Joe Carmody, MPRII, managing director of Edelman Ireland said:

“The findings of the 2017 Trust Barometer help provide a roadmap for understanding the forces that influenced the tide of populist action that swept across many western-style democracies. Ireland must consider itself on notice for the rise of populism. Once the majority of the population believes that the system is no longer serving them, they also become vulnerable to the fears that can fuel anti-establishment actions.”

Of the four institutions, business is viewed as the only one that can make a difference in the community it operates in. 68% of respondents agree a company can take specific actions to both increase profits and improve economic and social conditions in the community where it operates. However, Irish respondents expressed worries about losing their jobs due to the lack of training and skills provided to them (49 %), foreign competitors (44 %) and automation (37 %). 

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