益普索（Ipsos）：2020年媒体信任未来报告（英文版）（32页）.pdf

1、TRUST MISPLACED? A report on the future of trust in media October 2020 IPSOS VIEWS THANKS With thanks to everyone at Ipsos and The Trust Project who has contributed to this report, with special mention to Darrell Bricker, Sally Lehrman, Cliff Young, Shunichi Uchida, Vicente Castellanos, Marcos Calli

2、ari, Ben Page, Dan Petty, Linda Solomon-Wood, Jaime Bedoya, Joseph Davis Weddi, Jack Lahart, Jessica Johnson, Matt Carmichael, Nicolas Boyon, Mark Payton, Mandy Turner and Marie Lemay. www.thetrustproject.org CONTENTS 04 OVERVIEW 05 INTRODUCTION 05 Trust and Truth: How do we build public consensus?

3、Darrell Bricker PhD, Global CEO, Ipsos Public Affairs 07 The importance of creating a trustworthy ecosystem Sally Lehrman, Founder and Chief Executive, The Trust Project 10 INTERVIEWS 10 Interviews with Ipsos Leaders 15 Interviews with The Trust Project 22 DATA AND ANALYSIS 30 CONCLUSION 31 REFERENC

4、ES OVERVIEW This report is a collaboration between Ipsos and The Trust Project, a U.S.-based non-profit, international consortium of news organizations building standards of transparency. Its mission is to “amplify journalisms commitment to transparency, accuracy, inclusion and fairness so that the

5、public can make informed news choices.” The “Trust Indicators”1 it has pioneered are used by Google, Facebook and Bing to help surface trustworthy content in search and social. Ipsos led a two-stage variation of a future scenario-led workshop with members of The Trust Project. Together we identified

6、 and explored factors that will impact the future of trust and truth in journalism. These included: nationalist and populist sentiment; business model challenges for news media; technological changes; and, disinformation campaigns from nations and other bad actors. Ipsos then developed a two-part qu