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'Trust in Indian media grew fastest in 2011-12'

Peoples' trust in the media has grown the fastest in India, from 50% in 2011 to 70% in 2012, say the findings of the 2012 Edelman Trust Barometer.
By Sanjib Kr Baruah | Hindustan Times, New Delhi
UPDATED ON JAN 27, 2012 12:01 AM IST

Peoples' trust in the media has grown the fastest in India, from 50% in 2011 to 70% in 2012, say the findings of the 2012 Edelman Trust Barometer.

The 2012 Edelman Trust Barometer measures is the result of the 12th annual survey on trust and credibility issues in government, business, media and NGOs.

Conducted online, there were more than 30,000 respondents, with 1,000 general population respondents per country, with 500 over-samples of 'informed public' in US and China and 200 each in the other 23 countries.

Despite complaints of 'frivolous' reporting and a mad rush for TRPs on TV, in India, trust in the media increased by 20 points, while in US it rose 18 points, 15 points in UK and 12 points in Italy--the first time trust in the institution of the media has risen above 50%.

Globally, trust in traditional media rose from 29% to 32%, trust in online multiple sources went up from 22% to 26% and trust in corporates as an information source went up from 13% to 16%, but the big change is in trust in social media - up from 8% to 15%.

It is believed that media is skillfully using social networks to help extend the life of its stories and keep its brands relevant.

Social media comprising networking sites, content sharing sites, blogs and micro blogging sites saw the biggest percentage increase (75%) in trust among media sources.

Despite an anti-corruption movement by social activist Anna Hazare, trust in the Indian government seemed to do well at 53% from 44% in 2011 while in the US, trust remained stable despite all political discourse. But throughout the world, people blamed their governments--more than any other institution---for the financial and political crisis they endured in 2011.

For the fifth year in a row, NGOs remained the most trusted institution in the world. Since 2009, trust in NGOs has surged to 68% among 35-64 year olds.

Globally, while distrust is growing, India remains a 'truster', the composite score of trust in institutions being found higher only in China, Singapore and the UAE.

Of the four institutions, globally only media shows a rise in trust.

When it comes to trust in business, India's trust dips marginally from 70% in 2011 to 69% in 2012 even as trust in Indian CEOs plummeted to 63% in 2012 compared with 83% in 2011.

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