1.1 Understand Media and Social Media in a Democratic Society

With the rapid development of digital media, new consumption patterns and new conditions for communication are available for all citizens. The opportunities to express opinions and take part in public discussions are easily accessible, regardless of time and place, and there are more platforms than ever before allowing anyone to be both a media consumer and a media content creator.

At the same time, it has become increasingly difficult to assess the content that is constantly updated on such platforms. Inaccuracies and disinformation may spread quickly, and it can be difficult to examine the source or who is behind the content shared. Social media mainly provide a platform for their users, hence most of the content is published without passing an editor in chief or an editorial office. Consequently, greater responsibility lies on the user to evaluate and critically analyse the content. The importance of media literacy, in the sense of understanding the role and function of different media in a democratic society, has thus increased among media consumers. Another aspect is understanding the role and function of journalists and journalistic work in relation to user generated content.

Attitudes Towards Different Media and their Role in Society

The survey investigates how Nordic media users view the role and functions of the media and social media platforms in democratic societies and what conditions are required to fulfil these functions. Rather than testing knowledge, the questionnaire gathers information through respondents' attitudes to statements.

The respondents consider traditional (editorial) media such as television and newspapers, as providing current and relevant events. According to the survey results, 60 to 74 percent agree or strongly agree to this statement regarding television news programmes, about 51 to 69 percent regarding daily newspapers. About 40 to 57 percent also consider these media to show a diversity of people with different opinions.

Television news programmes

There is consensus in the Nordic countries that television news programmes provide relevant and important information about current events. There is also a relatively high level of agreement that television programmes are credible sources of information, offer a fair depiction of events domestically and internationally, and strengthen freedom of speech and democracy, especially in Finland. However, the Icelandic respondents are less convinced compared to respondents in the other countries.

Figure 1.1.1. Attitudes towards television news programmes by country (percent)

Television news programmes

Mean

Sweden: 3,9

Norway: 4,0

Denmark: 3,7

Finland: 4,0

Iceland: 4,1

Mean

Sweden: 3,9

Norway: 4,0

Denmark: 3,7

Finland: 4,0

Iceland: 4,1

Mean

Sweden: 3,7

Norway: 3,8

Denmark: 3,6

Finland: 3,8

Iceland: 3,5

Mean

Sweden: 3,5

Norway: 3,6

Denmark: 3,6

Finland: 3,7

Iceland: 3,3

Mean

Sweden: 3,5

Norway: 3,6

Denmark: 3,7

Finland: 3,4

Iceland: 3,3

Mean

Sweden: 3,7

Norway: 3,8

Denmark: 3,7

Finland: 3,7

Iceland: 3,5

Different ages have different attitudes towards media

Age matters when it comes to use of different media, and, according to the survey, this is also reflected regarding attitudes towards their ability to provide information about current events. Respondents in the older age groups tend to agree more with statements regarding television news programmes compared to younger respondents. This is especially the case in providing relevant and important information about current events domestically and abroad. There are also relatively large differences between the youngest and the oldest in the view that television news programmes provide a fair picture of events and strengthen freedom of speech and democracy.

The older generations in the survey (45+ year-olds) have a high level of trust in that the media will manage to strengthen freedom of speech and democracy, about 60 percent agree or strongly agree to this statement. In the younger generations (16–44-year-olds), whose media habits differ from the older generations, about 50 percent express the same degree of trust. In summary, the share of respondents who disagree with the statements in all age groups is very small.

Figure 1.1.2. Attitudes towards television news programmes by age (percent)

Television news programmes

Mean

16–24 yrs: 3,7

25–34 yrs: 3,8

35–44 yrs: 3,9

45–54 yrs: 4,0

55–64 yrs: 4,1

65+: 4,0

Mean

16–24 yrs: 3,6

25–34 yrs: 3,6

35–44 yrs: 3,7

45–54 yrs: 3,7

55–64 yrs: 3,8

65+: 3,7

Mean

16–24 yrs: 3,5

25–34 yrs: 3,5

35–44 yrs: 3,5

45–54 yrs: 3,6

55–64 yrs: 3,7

65+: 3,7

Mean

16–24 yrs: 3,5

25–34 yrs: 3,5

35–44 yrs: 3,5

45–54 yrs: 3,5

55–64 yrs: 3,6

65+: 3,5

Mean

16–24 yrs: 3,6

25–34 yrs: 3,6

35–44 yrs: 3,6

45–54 yrs: 3,7

55–64 yrs: 3,8

65+: 3,8

Daily newspapers

A majority of the respondents in the Nordic countries agree to the statement that news articles in daily newspapers provide relevant and important information on current events. This opinion is particularly strong in Norway and Finland, over six out of ten respondents agree to this.

Figure 1.1.3. Attitudes towards newspaper articles 16+ years by country, figure A

News articles published in daily newspapers:

Trust in daily newspapers as credible sources of information is also similar in Norway and Finland (59 and 57 percent agree or strongly agree. In Iceland however, about 38 percent of the respondents consider this. For more data on attitudes to daily newspaper articles, see appendix III.

Figure 1.1.4. Attitudes towards newspaper articles 16+ years by country, figure B

News articles published in daily newspapers:

The trust in social media

According to the survey, many respondents in the Nordic countries do not view social media posts as credible sources of information or as offering a fair depiction of events domestically and internationally. There is also more disagreement than agreement between the countries to the statement that social media posts provide relevant and important information about current events. The two strongest features of social media is seen as providing a platform for diverse voices and opinions, in Iceland in particular, and to strengthen freedom of speech and democracy. The latter although to a lesser extent than television news programmes and news articles in daily papers.

Figure 1.1.5. Attitudes towards social media posts by country (percent)

Social media posts:

Mean

Sweden: 2,9

Norway: 3,1

Denmark: 2,7

Finland: 3,0

Iceland: 2,8

Mean

Sweden: 2,6

Norway: 2,7

Denmark: 2,6

Finland: 2,5

Iceland: 2,2

Mean

Sweden: 2,8

Norway: 2,9

Denmark: 2,7

Finland: 2,7

Iceland: 2,4

Mean

Sweden: 3,2

Norway: 3,4

Denmark: 3,2

Finland: 3,4

Iceland: 3,9

Mean

Sweden: 3,1

Norway: 3,2

Denmark: 3,0

Finland: 3,1

Iceland: 3,2

Younger respondents are more positive to social media

When it comes to social media posts’ value as a news source, it is conversely the younger age groups that are the most positive. There are large differences between age groups, going from more agreement than disagreement in the younger groups, to the opposite among the older respondents. Respondents aged 55 years or older especially do not think that social media posts are credible sources of information or provide a fair picture of events.

Figure 1.1.6. Attitudes towards social media posts by age (percent)

Social media posts:

To be noted: The survey asked for a view of social media in general, there were no questions regarding specific accounts, or which accounts the respondents are following. For more data, see appendix III.

The roles and functions of journalists are highly valued

Understanding the role and function of media in a democratic society includes reflecting on the roles and functions that come with the journalistic profession such as informing about current events and scrutinising people in power. The content journalists produce is important for the opportunity to form opinions and facilitates conscious choices for the active citizen. The understanding of journalistic work in a population is thus an interesting aspect of media literacy.

With some minor variations, the role and function of journalists is highly valued across all the Nordic countries.

Figure 1.1.7. Attitudes towards the role and function of journalists by country (percent)

Mean

Sweden: 4,3

Norway: 4,2

Denmark: 4,2

Finland: 4,3

Iceland: 4,4

Mean

Sweden: 4,2

Norway: 4,3

Denmark: 4,1

Finland: 4,2

Iceland: 4,4

Mean

Sweden: 4,1

Norway: 4,1

Denmark: 4,0

Finland: 3,9

Iceland: 4,1

Mean

Sweden: 4,1

Norway: 4,1

Denmark: 4,0

Finland: 3,9

Iceland: 4,1

Mean

Sweden: 4,3

Norway: 4,3

Denmark: 4,2

Finland: 4,1

Iceland: 4,5

When studying opinions on the same statements in different age groups variations are clearly visible. Adults 45 years and older feel more strongly regarding the importance of the role and functions of journalists listed, compared to younger respondents. The perceived importance increases with age and is thus lowest among 16- to 24-year-olds.

Figure 1.1.8. Attitudes towards the role and function of journalists by age (percent)

Key insights

Legacy news media plays an important democratic role. Majorities view TV news, and to a lesser extent daily newspapers, as credible and fair in depicting events (domestic and international), and as strengthening freedom of speech and democracy.
Trust in legacy media is clearly linked to age. Older age groups almost invariably put higher trust in legacy media, in regard to their ability to e.g., provide relevant and important information about current events and being a credible source of information in general. However, younger groups are ambivalent rather than negative: Outright distrust in legacy media is low across all ages.
Social media platforms are seen as free forms of expression but with less credible information. Social platforms are primarily valued for diverse voices/opinions and (to a lesser extent) for supporting free speech, but they score low on credibility and fair depiction. Older groups are especially sceptical; younger groups are more positive.
Core democratic functions of high-quality journalistic work are generally recognized. Across the Nordic countries, the role of journalists (informing on current events, scrutinising power, enabling informed choice) is considered important and highly valued by the respondents. There is great variation depending on age, the importance placed on journalistic work very clearly rises with age.