- 65% of younger voters see significant role of journalism at this election
- Two-thirds of voters believe journalism helps combat fake news and misinformation
- 45% of young people say coverage of the election helps them decide who to vote for
Nearly half (43%) of voters believe journalism is more important now than in previous general elections a new study has found.
That number rises significantly among younger people (18-24) with 65% of that cohort believing journalism plays an even more important role.
Just under a third (28%) of voters claim they are consuming more news especially from reputable news sources (i.e. news brands, TV, radio) since the election was announced.
The poll of 2,000 Brits by Newsworks – the marketing body for national news brands – revealed that 88% of respondents understand how important the role of quality news journalism is in providing vital information to the public in the run up to polling day.
Fact checking and correcting misinformation (64%), informing the public about a candidate’s policies (62%), challenging politicians on their statements and actions (60%) and holding politicians to account (58%) were among the key roles for journalists in this election campaign identified by the poll.
Worryingly, over half (55%) of voters have seen or think they have seen fake news and misinformation since the prime minster called the election – while this number rises to 73% among 18 to 24-year-olds.
However, two-thirds (65%) of those polled believe that quality journalism can help combat fake news and the spread of misinformation – with six in 10 people admitting they fact check information they have seen or heard by going to reputable sources of news and information like news brands, TV and radio.
Trust plays a key role, with people being more than twice as likely (+115%) to trust news brands over social media.
Jo Allan, CEO of Newsworks, said: “These results show the significant role quality trusted journalism plays at such an important time for the country, and against the backdrop and pervasive spread of fake news, misinformation and disinformation. Professionally crafted journalism helps to guide and inform readers while challenging and holding politicians to account on behalf of those readers.
“Most encouraging of all is the number of younger people who now see the importance and benefit of trusted quality journalism.”
Over three quarters (77%) of people believe journalism impacts how informed or confident people feel about their voting choices – with 45% of 18 to 24-year-olds saying that coverage of the election is helping them to make up their mind on who to vote for.
