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

3 trends in the garden business

The Latest
Thursday, April 30, 2015
gardenthumbBY JACOB PALMER | DIGITAL NEWS EDITOR

Oregonians are scrambling to get their gardens in order for the summer. Here are three tips from landscaping and urban farming expert.


Read more...

Bike Chic: 7 stylish options for cyclists

April 2015
Thursday, March 26, 2015

Cycling to work is all the rage. But not everyone wants to arrive at the office messy, sweaty — and unfashionable.


Read more...

Banking Perspective

April 2015
Thursday, March 26, 2015
BY KIM MOORE

A conversation with Craig Wanichek, president and CEO of Summit Bank.


Read more...

Man for All Seasons

May 2015
Monday, April 27, 2015
BY LINDA BAKER

A longtime technologist and entrepreneur, Dwayne Johnson, 53, is managing partner of PDXO/GlobeThree Ventures, a strategy and business consultancy in Portland.


Read more...

Shades of Gray

May 2015
Monday, April 27, 2015
BY KIM MOORE

Are we too quick to diagnose corruption?


Read more...

The ancient fish that stops bullets

The Latest
Friday, May 08, 2015
hagfishthumbBY CHRIS NOBLE | PHOTOS BY JASON E. KAPLAN

Hagfish may not have evolved much over the last 300 million years, but their protein-heavy slime promises advances in super-materials.


Read more...

5 ways successful people kickstart the day

The Latest
Thursday, April 02, 2015
coffeethumbBY JACOB PALMER | DIGITAL NEWS EDITOR

Are mornings the most productive part of the day?  We ask five successful executives how they get off to a good start.


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