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Study: Edelman Trust Barometer

Edelman has released the 2018 edition of its Edelman Trust Barometer survey, which seeks to measure consumer trust in various sources of information. According to the report, consumers in 20 out of 28 international markets have an overall distrust of information sources, including Canada. Among Canadian respondents, 65% reported being worried about false information being used as a weapon. While trust in social media as a source of general news and information stands at 28%, trust in journalism has increased 10% to 61% in the last year. Trust in other traditional "figures of authority" also increased, with trust in CEOs and government officials up 11%, technical experts up seven percent and academic experts up five percent.

In addition, 63% of respondents agreed with the statement that news organizations are more concerned with attracting a big audience than reporting, 63% stated they believe media sacrifice accuracy to be the first to break a story, and 54% agreed that the media prioritize support an ideology over informing the public.

"Fears about fake news are pervasive, and we are seeing Canadians turn back to credentialed experts in their efforts to dispel them," said Lisa Kimmel, president and CEO of Edelman Canada. "But in this uncertain world, rational conversation is essential. Canadians are signaling that trust will depend on clarity, balance and validation."

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