To Trust or not to Trust? Reviving News Integrity in Election Reporting
Satisfy the public's expectations for speed, accuracy and trustworthiness
By Naomi Owusu
CEO and co-founder at Tickaroo
Dec. 12, 2024
In today's digital age, where vast amounts of information is immediately available at the touch of a button, the demand for instant news updates and convenience is greater than ever. This emphasis on speed has profoundly impacted the digital media landscape, encouraging news providers to adopt speed-driven news practices.
Compounded by the rise of social media as a news source, 24-hour news cycles and tech-enabled instant updates have become the norm. This introduces a range of challenges for modern journalism, particularly regarding trust, accuracy and transparency.
The challenges of fast journalism in the digital age
With journalists under pressure to report stories quickly, break the latest news or compete with social media for audience share, in-depth reporting has witnessed a decline, leaving readers with an incomplete or ‘shallow’ view of news events.
Consequently, journalists are perceived as conveyors of information rather than decision-makers engaged in critical considerations about what and how to report. Worse, they can be viewed as mouthpieces for those in positions of authority.
The rise of ‘fast’ journalism also means that reporters increasingly have less time to fact-check the validity of their sources, further fueling concerns about the accuracy of the information being conveyed. These complex nuances have contributed to the erosion of trust in the media.
According to the most recent Gallup survey, 36% of Americans have no trust in the media, while 33% express “not very much” confidence.
While today’s readers demand instant news updates, they also crave relevance to their day-to-day lives, context, accuracy and connection to the content they consume and the people who write it.
Election reporting is a great example.
By adopting a traditional horse-race approach focusing on who’s ahead or behind in the polls, news outlets risk alienating a reader who doesn’t understand a candidate’s policies and how they relate to their life or how their vote will count in the wider scheme of things.
If reporting fails to offer relevant information and analysis on issues that matter to voters, they will not rely on it for guidance, further eroding trust in the media.
In what has been a crucial year of elections worldwide, maintaining the delicate balance between speed, accuracy, relevance and authenticity to re-build audience trust has been — and continues to be — critical for media outlets.
The trust gap in news media
In politically-charged environments, the rise of disinformation has further intensified public distrust in the media, with journalism often being seen as a tool wielded by politicians to control public perception and shape opinions.
With news publications labelled as ‘left-leaning,’ ‘right-wing’ or ‘centrist,’ often based on assertions purported by politicians, the integrity of news reporting is further called into question.
This naturally fuels the public’s distrust of the media, creating the perception that reporting is influenced more by journalists' personal beliefs and publications’ hidden political agendas than by a commitment to balanced, factual reporting.
It’s evident in the difference in trust levels across party political lines in the US, with 54% of Democrats, 27% of independents and only 12% of Republicans stating they have a great deal or fair amount of trust in the media.
Trust in the news media does however vary significantly across the globe. According to Statista's 2024 Global Media Trust Index, which examined perspectives on the news media from over 40 countries, countries with greater press freedom and a well-balanced media ecosystem — featuring both public service broadcasters and established national publishers, such as Finland, Denmark, and Norway — report higher levels of media trust compared to other regions.
Meanwhile, public trust in the media is notably low in countries like South Korea, Taiwan and Greece, where media outlets are perceived as closely tied to the state.
Redefining journalism: Shifting public perceptions
Rebuilding audiences’ trust in the media starts with shifting how journalists are perceived and how they connect with their audiences.
By showing journalists as humans with professional integrity and complex roles, media organizations can foster a deeper understanding of the reporting process.
News outlets can significantly enhance reporting trustworthiness by also building transparency into reporting processes and providing contextual information that adds depth and credibility to news stories alongside verified source information.
Live blogs: A tool for transparency and trust
Live blogs can play a crucial role in this process. They allow journalists to deliver news in real-time and harken back to authentic, ‘old-school’ reporting, where breaking news is reported directly from the scene as the facts come in.
This reporting format’s transparency, clearly labeling real-time updates as ‘unconfirmed’ or ‘developing,’ sets it apart from others, fostering a stronger sense of trust between journalists and their readers.
But live blogs are about more than just real-time reporting. With the opportunity to link to additional articles, videos, graphics and more, they also support a wider narrative and context for an “audience first” approach that moves beyond pure “updates” to meet the audience where they are.
Humanizing news: How journalists can foster deeper connections
Election coverage, in particular, demands a humanistic and transparent approach due to the sensitive and divisive nature of political issues.
Humanizing the narrative is crucial in this context, as it helps convey the real-world implications of political decisions.
Live blogs facilitate a two-way dialogue, integrating user-generated content and enabling readers to comment and have their say, fulfilling one of the core user needs for ‘connection.’
This connection is especially vital given the rising concerns of ‘news fatigue’ and ‘news avoidance.’ By enabling the public's voice to be captured, liveblogs allow audiences to see themselves reflected in the stories being told, encouraging them to engage in electoral processes, whether through voting or promoting public discourse.
Including journalist video snippets, behind-the-scenes insights, and a running commentary conveying the writer's personality further enhances transparency and authenticity.
By adopting this more transparent reporting format, journalists can present themselves as real people, providing more insight into their editorial decisions and helping to shift public perception from skepticism to trust.
Restoring public trust in media during election coverage
A successful example of live election blogging that builds trust comes from the German publication Zeit Online.
In the run-up to the 2021 national elections, it shared interview excerpts of German citizens discussing their concerns, video clips, and imagery, harnessing a wide range of electorate voices to offer a realistic and contextual picture of the political landscape.
Zeit Online’s reporters were also able to provide 'behind-the-scenes' insights, offering their audience a rare glimpse into the individuals behind the news.
This personal approach enabled reporters to build rapport with their audience, fostering a deeper level of connection and trust.
Finding an equilibrium between maintaining news integrity and delivering information at the speed that today’s readers demand requires a proactive approach from media organizations.
Restoring the public's trust in the media hinges on humanizing journalism and offering transparency in reporting processes.
The live blogging format provides a clear avenue for new outlets to uphold the factual integrity of the election narratives without compromising the speed of news updates that today’s consumers demand.
Contributor: Naomi Owusu is the CEO and co-founder at Tickaroo, a software company that provides live blogging tools for news, sports, and event coverage
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