Readers rate sources of information

| Print |  Email
Monday, May 01, 2006

Who gets the credibility seal of approval? Turns out, we mostly trust ourselves and those closest to us.

Earlier this year, the annual Edelman Trust Barometer, a survey of 2,000 business and civic leaders in 11 countries, found those leaders ranked the most credible source of information as “a person like me.”  It went on to say that a personal web of trust that includes “friends and family” has supplanted traditional sources of information such as government, business and media.

This month’s survey of Oregon Business readers conducted by Conkling Fiskum & McCormick found a similar trend, with 80% of the 715 respondents saying that “friends/colleagues” were the most trustworthy source of important information, with radio, Internet and print following. Television was in  last place. 

Tim Gleason, dean of the University of Oregon’s School of Journalism, finds it interesting that the Internet, which is unedited and has little quality control, is found to be almost as trustworthy as friends and colleagues. “It may have something to do with the fact that the Internet is seen as similar to friends and colleagues,” he says.

Gleason sees some of the Input results running counter to national trends. “There’s been a pretty dramatic decline nationally in credibility across all news products,’’ he says. Here, respondents ranked all categories as mostly to very trustworthy.

Robin Doussard, editor

{safe_alt_text}
View full slideshow


To participate in the Input survey, send an e-mail to This e-mail address is being protected from spambots. You need JavaScript enabled to view it with “Input survey’’ in the subject line.

Research conducted by Conkling Fiskum & McCormick.

 

More Articles

7 industry trends of 2015

The Latest
Friday, January 09, 2015
covertrends15-thumbBY JACOB PALMER | OB DIGITAL NEWS EDITOR

Industry groups identify top trends for 2015.


Read more...

Top stories in 2014

The Latest
Thursday, December 18, 2014
10-listthumb

2014 was a year of wild contradictions, fast-paced growth and unexpected revelations.


Read more...

Corner Office: Pam Edstrom

January-Powerbook 2015
Saturday, December 13, 2014

Seven tidbits of information from an agency partner and co-founder of Waggener Edstrom in Lake Oswego.


Read more...

MBA Perspective

February 2015
Tuesday, January 27, 2015
BY KIM MOORE

Robin Anderson, dean of the Pamplin School of Business, University of Portland: "You need people who are comfortable leading in ambiguity."


Read more...

Carbon Power

February 2015
Tuesday, January 27, 2015
BY LINDA BAKER

Researchers in a multitude of disciplines are searching for ways to soak up excess carbon dioxide, the compound that contributes to global warming.


Read more...

That's Not a Watch (This Is a Watch)

February 2015
Tuesday, January 27, 2015

Smartwatches are all the rage. But old-fashioned timepieces keep on ticking.


Read more...

Powerbook Perspective

January-Powerbook 2015
Friday, December 12, 2014
BY LINDA BAKER

A conversation with Oregon state economist Josh Lehner.


Read more...
Oregon Business magazinetitle-sponsored-links-02
SPONSORED LINKS