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

4 married couples who work together

The Latest
Thursday, January 22, 2015
IMG 0020BY JACOB PALMER | OB DIGITAL NEWS EDITOR

They say maintaining a healthy marriage takes work. So does running a business with your spouse.


Read more...

Powerbook Perspective

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

A conversation with Oregon state economist Josh Lehner.


Read more...

See How They Run

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

Studying ground-running birds, a group that ranks among nature's speediest and most agile bipedal runners, to build a faster robot.


Read more...

Streetfight

News
Sunday, December 07, 2014
BY LINDA BAKER

On Friday, Uber switched on an app — and with one push of the button torpedoed Portland’s famed public process.


Read more...

The Carbon Calculus

February 2015
Friday, January 23, 2015
BY KIM MOORE | OB RESEARCH EDITOR

Carbon pricing is gaining momentum in Oregon, sparking concern for energy-intensive businesses — but also opportunity to expand a homespun green economy.


Read more...

The city as startup

Guest Blog
Wednesday, January 14, 2015
011415 citystartup-thumbBY NISHANT BHAJARIA | OP-ED CONTRIBUTOR

Startups in the growth phase are associated with a fresh infusion of capital — human and financial — a curiosity factor and products to disrupt the market and drive demand. Portland’s economy gives off the same aroma.


Read more...

Corner Office: Marv LaPorte

January-Powerbook 2015
Saturday, December 13, 2014

The president of LaPorte & Associates lets us in on his day-to-day life.


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