menu
Weekly Online Magazine
ISSN 2544-5839
zamknij
MediaHisttory Podcast image

12.10.2020 Media industry

COVID-Skeptics in Media. Dentsu Agency Study

BARD

A significant presence of COVID-skepticism, which downplays the pandemic or focuses on conspiracy theories, accounts for approximately 8% of online content related to the coronavirus. The primary sources of knowledge about COVID-19 and the current situation are the internet, social media, television, and increasingly, family and friends.
Poczytaj artykuł wydanie polskie w wydaniu polskim

COVID-Skeptics in Media: Dentsu Agency StudyPhoto: Anna Shvets from Pexels

However, Poles are fatigued by the flood of information about the pandemic threat, as indicated by research from the Dentsu agency. Despite this, most do not downplay the significance of the pandemic or the risks of infections. COVID-skepticism remains noticeable but constitutes only about 8% of mentions related to the word "coronavirus."

Dentsu`s research highlights the varied perceptions of the pandemic: some people believe in conspiracy theories, while others have not left their homes for weeks for fear of infection. Social distancing is observed by 36% of Poles, but 20% disregard the rule entirely. Wearing masks is especially important to those aged 40–59, with 47% believing it helps mitigate the risk (compared to 39% overall). However, 17% consider the virus entirely harmless.

- "COVID-skepticism is highly visible, even though it makes up only about 8% of mentions related to `coronavirus.` Due to its polarizing nature and the fact that beliefs about the pandemic have caused divisions, it generates heated discussions and strong engagement among internet users, making it more noticeable," explains Jacek Studziński, Senior Strategy Planner at Dentsu, to Newseria Biznes.


Between February 20 and September 17, the Polish internet recorded nearly 6 million mentions containing the word "coronavirus." The peak occurred in mid-March during the introduction of epidemic threat measures, school closures, and border shutdowns. Discussions on the "patient zero" case in Poland began on March 12, and by April, pandemic marginalization was one of the top five themes in online debates.

- "Conspiracy theories surrounding the pandemic are numerous. The most visible ones are the `plandemic` theory, which alleges a global corporate conspiracy aimed at depopulation and enslavement, and the claim that 5G network expansion harms immunity or spreads the virus. Other theories include claims that temperature checks harm the pineal gland or that wearing masks leads to lung fungus," adds Studziński.

Where Poles Source Pandemic Information


Poles primarily get information about the pandemic from the internet. Dentsu`s research reveals a significant increase in media consumption - both digital and traditional - caused by COVID-19. In March, 90% of Poles sourced pandemic updates online, compared to 78% from television. However, usage of both channels decreased in the following months.

- "Poles turn to the internet for pandemic-related information, as they do for any other topic," observes Paulina Gadowska, Senior Research Analyst at DDS, part of Dentsu. - "At the start of the pandemic, television and internet usage spiked. Currently, there’s noticeable fatigue from the excess of information."

What Information Do Poles Want During the Pandemic?


According to a survey by LoveBrands Relations, an integrated strategic communication agency, 77% of Poles want more non-COVID-related news in the media. Media consumers, confined to their homes, desire more entertainment, economic updates, sports news, and cooking tips.

Got a minute? Find out our #59sec REPORT on Youtube
How clickbait was born? Let's take a look inside headline TRAPS
👇

Key trends identified in the study include:

  • Nearly half of Poles want more news unrelated to the pandemic. Only one in five prefers to stay focused on COVID-19 information. A staggering 77% admit feeling weary of the topic and seek alternative news.
  • Close to 60% of respondents expressed a need for entertainment. This aligns with the surge in streaming service popularity and measures taken to reduce streaming quality to ease internet congestion. Amid uncertainty, Poles also increasingly seek economic information (53.6%).

Share the article:

dodaj na Facebook prześlij przez Messenger dodaj na Twitter dodaj na LinkedIn

COMMERCIAL BREAK
Work In Media

New articles in section Media industry

Most medical influencer posts on TikTok are FALSE

KFi
Researchers from East Carolina University Health Medical Center analysed 120 TikTok videos tagged with hashtags such as #naturalparenting, #antivaccine, and #holistichealth. The results of their study leave no doubt.

Dead internet theory is a fact. Bots now outnumber people online

Krzysztof Fiedorek
Already 51% of global internet traffic is generated by bots, not people. As many as two-thirds of accounts on X are likely bots, and on review platforms, three out of ten reviews weren't written by a human. Do you feel something is off online? It's not paranoia. In 2025, it's a reality.

The most valuable female personal brands in Polish fashion. IMM report

KFi
The ten most popular people in Poland in the "fashion" category generate over 1.5 billion contacts across all types of media in a year. Their value is nearly 400 million zlotys. The ranking was prepared by the Institute of Media Monitoring for "Forbes Women" magazine.


See articles on a similar topic:

Fake News and Disinformation in Poland. Scale, Impact and Future

Bartłomiej Dwornik
Where do the sources of disinformation lie, and how large is the scale of this wave? Why are we so susceptible to false information, and what role do traditional media play in this puzzle? Let’s shed some light on these issues and face the question: can the battle against the flood of disinformation still be won?

Blogs in E-commerce. Report by Elephate and Senuto

KrzysztoF
The average number of indexed articles on e-commerce blogs is 565, with each post attracting 347 readers per month. The health industry generates the highest organic traffic per single article. The authors of the "E-commerce Blog Ranking" take a behind-the-scenes look at the commercial blogosphere.

Mass Media in Poland

Agnieszka Osińska
Into the decade of years 90. Poland entered with media national, subjected to the political control. Starting from the half of 1989 our media market underwent transformations, biggest probably from the time of the World War II.

The Future of Journalism and Media. Predictions by Reuters Institute

KFi
74% of publishers fear a decline in search traffic. Paid subscribers are no longer growing as they used to, and relationships with tech giants are becoming increasingly complex. The report "Journalism, Media, and Technology Trends and Predictions 2025" forecasts what lies ahead for the media world in 2025.

More in the section: Media industry

Work in media

United States
New York • Washington DC • Los Angeles • Chicago • Houston • Phoenix • Philadelphia United Kingdom
London • Birmingham • Manchester • Liverpool • Glasgow • Edinburgh Canada
Toronto • Ottawa • Montreal • Calgary Australia
Sydney • Melbourne • Brisbane • canberra Ireland, New Zealand, India

advertisement

Drones. For PRO. On discount




community

Facebook LinkedIn X Twitter TikTok Instagram Threads Youtube Google News Blue Sky Social RSS

Reporterzy.info - online media studies magazine. The world of communication from the inside. Media, journalism, PR and marketing. Data, reports, analyses, advice. History and market, law, photography, job offers.



Reporter shopping

Reporter shopping

Affordable laptops, notebooks and netbooks
Affordable laptops, notebooks and netbooks
for writing
Digital SLR and compact cameras
Digital SLR and compact cameras
for photographers
Books and e-books about media
Books and e-books about media
for reading
Video drones and flying cameras
Video drones and flying cameras
for pilots
Gimbals for stabilizing video
Gimbals for stabilizing video
for those on the move
Software and apps for creative work
Software and apps for creative work
for digital creators
More occasions

advertisementMedia Review 24/7
Read books and e-books

Read books and e-books

Okładka Understanding Media: The Extensions of Man
Understanding Media: The Extensions of Man
Okładka Media Control. The Spectacular Achievements of Propaganda
Media Control. The Spectacular Achievements of Propaganda
Okładka Social Media Marketing All-in-One For Dummies
Social Media Marketing All-in-One For Dummies
Okładka Mass Communication: Living in a Media World
Mass Communication: Living in a Media World
Okładka Beyond The Feed: A Social Media Success Formula
Beyond The Feed: A Social Media Success Formula
Okładka Trust Me, I`m Lying: Confessions of a Media Manipulator
Trust Me, I`m Lying: Confessions of a Media Manipulator
more books and e-books

Reporterzy.info

More about us

Our tools and services

Contact


© Dwornik.pl Bartłomiej Dwornik 2oo1-2o25