“Info-Ential Brazilians Trust Their News Media!”

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Brazilians rate the performance of their press low, in terms of “honest and accuracy,” according to the BBC-Synovate survey in question. They rate the relative priority of press freedom and social stability about the same, with a slight edge to the latter. Brazil is among those countries where respondents tended to find their news media lacking in accuracy and impartiality.
Some 80% believe concentrated media ownership tends to distort news reporting in favor of commercial interests and political factions.

This [Der Spiegel article critical of Edelman Worldwide] is basically a conflation of cinema-induced fantasy, anti-Americanism, anti-President Bush, anti-capitalism, and fear of propaganda stemming from World War II. –Richard “Rashomon Effect” Edelman

Strong majorities in Brazil (80%), Mexico (76%), USA (74%), and Great Britain (71%) believe that the concentration of media ownership in fewer hands is a concern because owners’ political views emerge in reporting. –BBC

Social media is on the rise, particularly in the BRIC countries. –Key findings, Edelman Trust Barometer 2008

From the clippings file of the Fórum Nacional pela Democratização da Comunicação (Brazil):  “Key Tupi info-entials [sic] trust the media!”

A BBC survey indicated that Brazilians express a generally low opinion of the credibility and accuracy of their news media. See

Edelman Worldwide now produces its annual Trust Barometer study — (Ireland) — in which (a different cross-section of) Brazilians express a generally high opinion of the credibility and accuracy of their news media.

A mídia é a instituição em que a elite brasileira mais confia (64%), à frente de empresas (61%), ONGs (51%), instituições religiosas (48%) e governo (22%). Os dados são do estudo de confiança realizado pela nona vez pela empresa de relações públicas Edelman. O trabalho revela que o Brasil éo terceiro dos 18 países pesquisados com o maior índice de credibilidade da mídia, logo depois do México, com 66%, e da Índia, com 65%. Entre os meios de comunicação, os brasileiros colocam os veículos impressos no topo do ranking de confiança. Os entrevistados, na faixa dos 25% com a maior renda familiar do país, dizem recorrer como primeira fonte de informação a impressos (87%), depois a TV (82%), internet (52%) e rádio (32%).

The media is the institution in which the Brazilian elite [sic] place the most trust (64%), surpassing corporations (61%), NGOs (51%), religious institutions (48%) and government (22%). The data come from a study of trust conducted for the ninth time by PR firm Edelman. The study reveals that Brazil is third among 18 countries researched in terms of its media credibility index, following Mexico, with 66%, and India, with 65%. Among various forms of media, Brazilians rate the print media most highly in terms of trust. The interview subjects, drawn from the top 25% in terms of family income, say they first turn to print media for information (87%), then TV (82%), the Internet (52%) and radio (32%).

Questionados sobre em qual versão preferem ler o jornal, 41% responderam que lêem tanto no formato impresso como no on-line, contra 32% que dizem só ler o impresso. Ao acessar a internet, as notícias (93%) estão no topo do interesse dos brasileiros. Em segundo lugar vem pesquisa (85%) e, empatados com 79%, compras e troca de mensagens instantâneas. A pesquisa ainda destaca o interesse das elites por blogs. Com 34%, a Rússia é opaís que mais mostrou confiança nesse meio, seguido por China (33%), Índia (29%) e Brasil (21%). Quando entram na internet, 46% dos brasileiros lêem blogs.

Asked about what version of the newspaper they prefer to read, 41% responded that they read it both in the print edition and online, compared with 32% who said they only read the print edition. When they access they Internet, Brazilians are most interested in news (93%). In second place comes research (85%), followed by e-commerce and instant messaging (tied at 79%). The research also points to the interest of Brazilian elites in blogs. With 34%, Russia is the country expressing the greatest degree of confidence in this medium, followed by China (33%), India (29%) and Brazil (21%). When they go on the Internet, 46% of Brazilians read blogs.

In other words, 79% of Brazilians do not find Web logs credible?

Em todo o mundo, foram entrevistadas 3.100 pessoas com formação superior, de 35 a 64 anos, na faixa dos 25% com a maior rendafamiliar de seu país e com interesse em mídia, economia e política. No Brasil, foram 150 os entrevistados.

Worldwide, 3,100 persons with college education, aged 35-64, with family income within the top 25% of their respective nation and with an interest in media, economics, and politics. In Brazil, 150 subjects were interviewed.

This is not exactly accurate.

The survey actually compared the views of the 35-64 bracket with those of “info-entials” aged 25-34.

Twenty-five-to-34-year-old opinion elites, studied for the first time this year—and historically cynical about business—tend to trust business even more than their older counterparts in many regions of the globe. “Business has a tremendous opportunity to tell its story through these young “info-entials” who are more likely to spread both positive and negative information about companies,” said Mr. Edelman. For example, in France, 52% of young elites trust business versus 30% of 35-to-64 year olds.

From the methodology boilerplate:

The nations represented include United States (400 respondents), China (300), United Kingdom (150), Germany (150), France (150), Italy (150), Spain (150), the Netherlands (150), Sweden (150), Poland (150), Russia (150), Ireland (150), Mexico (150), Brazil (150), Canada (150), Japan (150), South Korea (150), and India (150). In 12 of these countries, opinion leaders aged 25-34 were surveyed: United States (100), China (75), United Kingdom (50), Germany (50), France (50), Russia (50), Brazil (50), Canada (50), Japan (50), South Korea (50), and India (50). This was the first time the Trust Barometer surveyed 25-to-34-year-old opinion elites.

I have never been able to figure out exactly what qualifies one for membership in an “opinion elite” as Edelman defines it.

Less than 5% of Brazilians earn university degrees, as compared with 40% in Canada and about the same in the United States.

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Source: Edelman Trust Barometer 2008. Click to zoom.

According to statistics compiled by the IBGE, the average member of the top 20% in terms of family income in Brazil has a 10th-grade education.

A Brazilian 10th-grade education, mind you. Pe- student spending on education is an order of magnitude lower than in the United States — something like $800 per year as compared with $6,800 per year.

Global companies headquartered in Sweden, Germany, and Canada are the most trusted; companies headquartered in China, Mexico, and Russia are on the bottom of the list.

Business are far, far more trusted than government — even though the current government has high approval ratings — but

Only 20% of respondents trust corporate or product advertising.

Go figure.

Has Edelman applied its trust thermometer to its own line of patter lately, I wonder?

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Icons of trust: Failed banks, plastic dolls, doped Tour de France riders, the Prime Minister of Japan …


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