menu szukaj
Weekly Online Magazine
ISSN 2544-5839

new articles each monday
zamknij
Work In Media

29.11.2021 Media industry

Fake News in Poland. Challenges in Assessing Information Credibility

RINF

One in four information consumers relies on sources where verifying credibility is a significant challenge. Fake news remains a major issue, as indicated by 77% of respondents, with 51% admitting they struggle to discern truth from falsehood, according to Deloitte's *Digital Consumer Trends 2021* report.

Poczytaj artykuł wydanie polskie w wydaniu polskim

The second part of Deloitte`s study reveals that the primary sources of information for 56% of Poles are television and social media (each at 28%). The preference for these channels shifts with age—young people favor social media (52% vs. 13%), while older generations stick to television (17% vs. 39%). Deloitte experts suggest that younger generations are unlikely to switch to television as they age, predicting instead that social media`s influence will continue to grow with each subsequent generation.

Top methods Poles use to follow news and current events:
  • 28% - television
  • 28% - social media
  • 18% - news websites or apps
  • 8% - radio
  • 10% - other
  • 8% - not interested in following news

Given that over a quarter of consumers rely on sources with challenging credibility verification, fake news remains a serious problem. While 77% of respondents acknowledge the issue, 51% admit difficulty in assessing the truthfulness of information.

SELF PROMOTION. Got a minute? Find out our new format #59sec REPORT on Youtube

The high popularity of social media as an information source is concerning, as experts warn it provides an ideal environment for the rapid spread of unverified information. Moreover, fewer social media users find these platforms trustworthy compared to television (21% vs. 34%).

Fake News in Poland: Challenges in Assessing Information CredibilitySource: Digital Consumer Trends 2021, Deloitte

Three-quarters of respondents claim to verify the origin of the information they receive.

- The highly effective spread of unfounded theories suggests that verification often happens within other social media channels sharing the same content, says Rafał Wojciechowski, senior manager at Deloitte. - One of the biggest challenges for media and regulators should be ensuring effective mechanisms to confirm the accuracy of information.

Social Media Less Popular


The overload of false information prompts only slightly more than one-fifth of Deloitte`s respondents to stop using social media. The most common reason, cited by a third of respondents, is boredom with the platform, especially among older users (39% in the 55-65 age group). One in four mentions spending too much time on social media as a reason to quit.

Interestingly, the youngest users are the most likely to temporarily or permanently quit at least one social media platform—43% of 18-24-year-olds, compared to just one in five in the 55-65 age group.

- The desire to spend time more meaningfully, distance oneself from polarizing discussions, and improve well-being also drives users away from social media, says Maciej Dakowicz, senior manager at Deloitte Digital. - This trend requires marketers to diversify communication channels to reach different target groups and create valuable content that positively impacts users.

Find the second part of the Digital Consumer Trends 2021 report at:
https://www2.deloitte.com/pl/pl/pages/technology-media-and-telecommunications/articles/Digital-Consumer-Trends-2021-part-2.html

Identifying Fake News


Artificial intelligence is increasingly used to create fake information. Software now exists to manipulate public speeches by politicians. For instance, a video of Barack Obama delivering the same speech at different ages was generated using specialized software. This technology means public appearances by any politician can now be fabricated.

A large-scale example of fake news manipulation was the 2018 Facebook scandal. Cambridge Analytica acquired data from over 50 million Facebook users to create personalized ads influencing voter decisions. This likely impacted the Brexit vote and the U.S. presidential election.

Fake News in Poland and Europe


Three-quarters of Poles encounter fake news or distorted information at least once a week. Only 14% believe this issue does not affect them, according to Kantar Public`s Eurobarometer survey.

SELF PROMOTION. Listen to the story of Vanuatu Daily Post. Discover our #mediaHISTORYpodcast

When asked, "Does the presence of distorted or false information pose a problem in your country?" 84% of Poles responded affirmatively:

  • 49% - definitely yes
  • 35% - somewhat yes
  • 9% - somewhat no
  • 3% - definitely no
  • 4% - don`t know/no opinion

These results place Poland in line with the EU average (44% - definitely yes, 41% - somewhat yes).

Eurobarometer findings echo a Press Club Polska analysis on trust in media information, showing the highest trust in social news and the lowest in political news:

  • social news: trust 68%, distrust 30%
  • economic news: trust 57%, distrust 40%
  • political news: trust 46%, distrust 49%

According to Press Club Polska, credibility in media is most influenced by presenting independent expert opinions, referencing scientific research, and citing diverse sources, rather than the neutrality of language or source popularity.

Share the article:

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

COMMERCIAL BREAK

New articles in section Media industry

How the Media Talk (or Stay Silent) About Climate. Reuters Institute Report

Krzysztof Fiedorek
Although climate change is becoming increasingly noticeable worldwide, the media have failed to maintain growing interest in the topic. The report "Climate Change and News Audiences 2024" shows that audience engagement with climate topics has remained almost unchanged for several years.

Clickbait Uncovered. How Online Headlines Evolved Over 25 Years

Krzysztof Fiedorek
Researchers from the Max Planck Institute analyzed 40 million headlines from the past 25 years. They are getting longer, more emotional, and negative, with a clear influence of clickbait style. Even reputable media use strategies and tricks to grab attention.

Gen Z Will Force Brands to Tell the Truth. GWI Report and Forecasts

Krzysztof Fiedorek
They value authenticity and brand transparency, preferring socially engaged companies. Young people see technology as a tool for growth, not just entertainment. In relationships, they prioritize genuine connections despite being highly active online. What do we know about Gen Z, and what does this mean for marketing? And beyond.


See articles on a similar topic:

Trends in Media and Entertainment. DataArt Predictions for 2019

KF
Increasing consumption of content on mobile devices, growing demand for on-demand services, and the rapid development of user-generated content are the trends expected to dominate the tech sector in 2019, according to DataArt, a global technology consulting firm.

Virtual Influencers Perceived as More Authentic than Real Ones

Agnieszka Kliks-Pudlik
Virtual influencers are fictional, generated characters that imitate the appearance and behaviour of real people. They have millions of followers. They are perceived by Gen-Alpha as even more authentic than real people, which creates many challenges, says Dr. Ada Florentyna Pawlak.

Decline in Trust in Media. Analysis of the Reuters Digital News Report 2024

Krzysztof Fiedorek
The “Digital News Report 2024” by the Reuters Institute for the Study of Journalism highlights alarming trends concerning the declining interest in news and decreasing trust in media. These changes are not temporary but have become a long-term trend.

Models of Journalistic Organizations

Zenon Kuczera
An overview, operational principles, and characteristics of journalistic organizations operating in Belgium, Canada, Switzerland, and the United States.

More in the section: Media industry

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.


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





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

advertisement
Read books and e-books

Read books and e-books

Okładka Media Control. The Spectacular Achievements of Propaganda
Media Control. The Spectacular Achievements of Propaganda
Okładka The 40-Day Social Media Fast
The 40-Day Social Media Fast
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