Media Consumption and Consumers Perceptions of Media Manipulation

Transcription

1 Media Consumption and Consumers Perceptions of Media Manipulation The survey was developed by Independent Journalism Center with the financial support of the Swedish International Development Cooperation Agency, through the Swedish Embassy in Chisinau. 1

2 GENERAL ASPECTS AND METHODOLOGY The sociological study Media Consumption and Consumers Perceptions of Media Manipulation aimed to measure the consumption of media channels and products as well as consumers perception of media manipulation in Moldova.The study was nationwide covering both rural and urban areas except those in the Transnistrian region. Figure 1 has more details about the sample. The research method used was CATI computer-assisted telephone interviewing and the research tool was a questionnaire with predefined questions and answers. The questionnaire was developed by the Independent Journalism Center in collaboration with CIVIS. It was in Romanian (62%) and Russian (38%) and was pre-tested. The average duration of interviews was 27 minutes. The target group of the survey was citizens of Moldova aged 18 and older. It was conducted on a sample of 803 respondents with a margin of error of ±3.5%. Sampling was probable, random, and based on telephone numbers given to mobile phone subscribers by the National Regulatory Agency for Electronic Communications and Information Technology. In total, 3,948 telephone numbers were called that had been previously verified by software that identified numbers assigned to subscribers. Of the 3,948 numbers dialed, 803 resulted in completed questionnaires. In 1,400 calls the respondents refused to participate in the survey (including those who refused to complete an interview initially accepted), and in 1,745 cases the phone was not answered. The net response rate was 36%. The data were collected from July 26 to August 12, Figure 1. General sample Variable Sex Age group Education level Occupation Ethnicity Region of residence Residence Value Number Per cent % Male % Female % years old % years old % 56 + years old % Low 50 6% Average % High % Employed % Unemployed % Moldovan/Romanian % Russian/Ukrainian 95 12% Other 89 11% North % Center % South % Chisinau % Rural % Urban % 2

3 Knowledge of the term manipulation Main source of information Yes % No % Television % Websites % Social networks % Other sources 59 7% MEDIA CONSUMPTION: GENERAL ASPECTS Seven out of ten participants in the survey regularly followed news on mass media; the proportion by gender was the same (Figure 2). Figure 2. Have you watched/listened to/read news in any media in the past 3 days? 31% 69% Yes No Analysis by age category showed that the news was mostly followed by people aged 56+ (76%), then by people aged (69%) and those aged (63%). Citizens with high levels of education were more likely to consistently follow the news (76%) than those with average levels (66%) or low levels (64%). Also, people of Russian/Ukrainian ethnicity were more interested in media coverage of the news (76%) than Moldovans/Romanians (69%) or people of other ethnicities (67%). Furthermore, residents of Chisinau (77%) and people living in the south of the country (73%) followed the news more than those in the north (65%) and center (63%). In addition, people from urban areas were more likely to follow the news than those from rural areas (73% vs. 66%). Of the respondents who said they knew what the term manipulation meant, 77% followed the news regularly versus 59% of those who did so without knowing the meaning of the term. Also, the study showed that 71% of those who sought information mostly on television and on the Internet followed the news consistently while only 56% of those who sought information on social networks regularly did so. PREFERENCES IN TERMS OF MEDIA SOURCES: THE PROFILE OF THE SOCIAL- POLITICAL NEWS CONSUMER Figure 3 shows that most respondents preferred to look for social-political news on television newscasts (50%), on web portals (25%) or on social networks (17%). To a much smaller extent, people preferred radio (6%) and print media (1%) or did not follow the news at all (1%). Figure 3. When looking for news on a social-political topic, what media source do you prefer? 3

4 TELEVISION 50% WEBSITES 25% SOCIAL NETWORKS 17% RADIO 6% PRINT MEDIA (NEWSPAPERS, MAGAZINES) I DON'T LOOK FOR NEWS ON SOCIAL-POLITICAL TOPICS 1% 1% 0% 10% 20% 30% 40% 50% 60% The profiles of social-political news consumers by type of media differ. For example, those who preferred watching the news on television were more likely to be women (50% vs. 46% of men) and aged 56+ (76% vs. 52% of those aged and 24% of those aged 18 35) with the following characteristics: low levels of education (59% vs. 53% with average levels and 41% with high levels); unemployed (54% vs. 45% of those employed); Russian/Ukrainian ethnicity (53% vs. 51% of Moldovan/Romanian and 44% of other ethnicities); living in the north or south of the country (51% each vs. 48% of those from Chisinau and 47% of those from the center); living in rural areas (53% vs. 45% of those from urban areas). It should be noted that the majority of those who did not know the meaning of the term manipulation said they looked for information on televised newscasts (58% vs. 43% of those who knew the meaning of the term). In contrast, people who consumed social-political news on online portals were more often aged (40% vs. 22% of those aged and 9% of those aged 56+), had high levels of education (38% vs. 18% of those with average levels and 10% with low levels), and knew the meaning of the term manipulation (32% vs. 16% of those who did not know it). The majority of consumers who preferred looking for social-political news on social networks were in the same age group (31% vs. 13% of those aged and 4% of those aged 56+), but their levels of education were mostly average (18% vs. 16% of those with high levels and 15% with low levels), and they were just slightly more likely to know the term manipulation (17% vs. 16% of those who did not know it). On the radio, social-political news was sought more often by men (7% vs. 5% of women). These consumers mostly had low levels of education (11% vs. 6% of those with average levels and 3% with high levels), came from rural areas (6% vs. 5% of those from urban areas), and did not know the meaning of the term manipulation (8% vs. 4% of those who did know it). TRUST IN MEDIA SOURCES As shown in Figure 4, the majority of respondents said that among all the information sources they followed, they trusted television the most (45%), another 13% trusted online sources, 5% put their faith in radio, and 2% trusted newspapers. A significant percentage of respondents (35%) 4

5 also said they did not trust any media sources. The profile of those who trusted television, online portals, radio or newspapers was similar to the one described above, with slight differences related to age, ethnicity, or residence. Consumers who did not trust any media sources had the following profile: men (41% vs. 30% of women); aged and (37% and 38%, respectively vs. 29% of those aged 56+); high and average levels of education (36% and 35% respectively vs. 28% of those with low levels); employed (39% vs. 29% of those unemployed); Russian/Ukrainian (40% vs. 35% of Moldovan/Romanian and 31% of other ethnicities); living in the north (43% vs. 36% of those from the center, 31% from the south and 28% from Chisinau); from rural or urban areas (36% and 34%, respectively), did not know the meaning of the term manipulation (36% vs. 34% of those who knew it), sought information mostly on web portals. Figure 4. Of all the information sources from Moldova that you follow, whether it is a television or radio station, website, newspaper, etc., which one do you trust the most? TELEVISION 45% INTERNET 13% RADIO 5% NEWSPAPERS 2% I DON'T TRUST ANY MEDIA SOURCE 35% NO ANSWER 0% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Regarding specific information sources in Moldova, respondents said they had the most trust in Prime TV (11%); Jurnal TV (10%); Pro TV Chișinău (6%); RTR Moldova (4%); NTV Moldova, Moldova 1 and point.md (3% each); Publika TV and Facebook (2% each) and other sources (22%). Again, 35% of consumers said they did not trust any media sources (Figure 5). Figure 5. Of all the information sources from Moldova that you follow, whether it is a television or radio station, website, newspaper, etc., which one do you trust the most? 5

6 Prime TV Jurnal TV 11% 10% Pro TV Chișinău 6% RTR Moldova NTV Moldova Moldova 1 point.md Publika Facebook 4% 3% 3% 3% 2% 2% Other sources 22% I don't trust any media source 35% 0% 5% 10% 15% 20% 25% 30% 35% 40% CONSUMPTION OF TV SOURCES Most respondents said they watched newscasts on Prime TV (52%) followed by Jurnal TV and Moldova 1 with 46% each, RTR Moldova (40%), Publika TV (38%), Pro TV Chisinau (36%), NTV Moldova (27%), and Canal 2 and Canal 3 (25% each). The other stations had smaller proportions (Figure 6). Figure 6. Do you watch newscasts on? 6

7 PRIME TV JURNAL TV MOLDOVA 1 RTR MOLDOVA PUBLIKA TV PRO TV CHIȘINĂU NTV MOLDOVA CANAL 2 CANAL 3 THT EXCLUSIV CTC MOLDOVA TVR MOLDOVA N4 REN TV MOLDOVA TV8 ACCENT TV TV 21 CANAL REGIONAL ITV 10 TV AXIAL TV 5% 4% 3% 2% 10% 9% 9% 15% 14% 14% 27% 25% 25% 22% 19% 40% 38% 36% CONSUMERS PERCEPTIONS OF FAIRNESS AND BIAS IN NEWS COVERAGE ON TV Consumers who regularly watched newscasts had different perceptions about the fairness and bias of coverage on TV (Figure 7). Loyal viewers of Jurnal TV had the most trust in the fairness and impartiality of coverage at 69% vs. 5% of viewers who found news coverage to be unfair and biased. A total of 66% of Pro TV Chisinau viewers found its newscasts totally fair and unbiased vs. 5% who disagreed. On TV8 and 10 TV, 63% of the viewers thought newscasts were fair and unbiased while 6% and 8% respectively said they were unfair and biased. Respondents characterized the newscasts as unfair and biased on Axial TV (18%), TV21 (15%), Accent TV (13%), Prime TV (13%), TNT Exclusiv (13%) and Publika TV (12%). It should be noted that of the 21 TV stations included in the study, the majority of viewers of Accent TV, Jurnal TV, TV8 and TVR Moldova who found the newscasts of these stations to be fair and unbiased knew the meaning of the term manipulation. The percentage of viewers of the other 17 stations who characterized newscasts as fair and unbiased without knowing the meaning of manipulation was greater and sometimes much greater than that of viewers who said they knew what manipulation was. 46% 46% 0% 10% 20% 30% 40% 50% 60% Figure 7. How do you characterize newscasts on this TV station? 52% 7

8 -13% Prime TV -5% Jurnal TV -12% Moldova 1-8% RTR Moldova -12% Publika TV -5% Pro TV Chișinău -7% NTV Moldova -11% Canal 2-8% Canal 3-13% THT Exclusiv -11% CTC Moldova -9% TVR Moldova -6% N4-8% Ren TV Moldova -6% TV8-13% Accent TV -15% TV21-2% Canal Regional -5% ITV -8% 10 TV -18% Axial TV 27% 24% 27% 27% 27% 29% 25% 24% 28% 23% 30% 30% 30% 32% 34% 30% 37% 31% 32% 40% 50% -40% -20% 0% 20% 40% 60% 80% 100% 120% Unfair and biased Average Completely fair and unbiased Don't know/no answer 58% 55% 61% 57% 47% 53% 63% 62% 55% 63% 69% 57% 66% 60% 58% 58% 55% 55% 53% 42% 40% 6% 2% 0% 2% 3% 1% 5% 6% 1% 4% 2% 4% 6% 6% 6% 3% 2% 2% 4% 11% 5% CONSUMERS PERCEPTIONS OF MANIPULATION: GENERAL ASPECTS Of the total number of respondents, 62% said they knew the meaning of the term manipulation, 30% said they did not, and 8% did not answer this question (Figure 8). Figure 8. Do you know the meaning of the term manipulation? 8% 30% 62% Yes No No answer The characteristics of those who said they knew what manipulation was were as follows (Figure 9): years old (63% vs. 58% of those aged and 41% of those aged 56+); 8

9 high levels of education (74% vs. 46% of those with average levels and 29% with low levels); more likely to be women (59% vs. 50% of men); employed (60% vs. 48% unemployed); Russian/Ukrainian (65% vs. 58% Gagauz/Bulgarian/other ethnicity and 52% Moldovan/Romanian); living in Chisinau (70% vs. 53% of those living in the south, 52% living in the north, and 46% living in the center); urban (64% vs. 47% rural); main source of information was web portals (71%). Figure 9. Profile of consumers who know the meaning of the term manipulation years old High level of education Women Employed Russian/Ukrainian Living in Chisinau From urban areas Main source of information: web portals On the other hand as Figure 10 shows, those who said they did not know the meaning of manipulation were mostly aged 56+ (47% vs. 35% of those aged 36 55, and 32% of those aged 18 35), had low levels of education (68%, vs. 46% of those with average levels), were more likely to be men (42% vs. 34% of women) and unemployed (43% vs. 34% of those employed), were Moldovan/Romanian (41% vs. 30% of Gagauz/Bulgarian/other ethnicity and 27% of Russian/Ukrainian), were living in the center of the country (46% vs. 43% of those from the north, 37% of those from the south, and 22% of those from Chisinau), were rural (47% vs. 27% urban), and looked for information mostly from sources other than TV, web portals or social networks (48%). Figure 10. Profile of consumers who do not know the meaning of the term manipulation 9

10 56+ years old Low level of education Men Unemployed Moldovan/Romanian Living in the center of the country From rural areas Seek information mostly in other sources than TV, web portals or social networks Figure 11 shows that of the six categories suggested to respondents as possible sources of manipulation, politicians were named the most often and/or very often (44%) followed by the media (37%) and to a much lesser extent by the church (9%), family (7%), and friends/acquaintances or co-workers/classmates (5% each). Figure 11. In your opinion, how often are you manipulated by the following categories of persons/institutions? Co-workers/classmates -5% 18% 58% 19% -5% Friends, acquaintances 23% 68% 4% -7% Family 16% 74% 3% -44% Politicians 11% 39% 6% -9% Church 14% 62% 15% -37% Mass media 22% 37% 4% -60% -40% -20% 0% 20% 40% 60% 80% 100% 120% Quite often/very often Sometimes Not at all/very rarely Don't know/no answer CONSUMERS PERCEPTIONS OF MEDIA MANIPULATION Consumers perceptions of the practice of manipulation by the media were equal: 37% believed they were very often or quite often manipulated and 37% believed that the media did not manipulate them at all or did so very rarely. Another 22% believed they were manipulated by the media sometimes while 4% did not know or refused to answer this question (Figure 12). Figure 12. In your opinion, how often are you manipulated by the media? 10

11 26% 22% 19% 18% 11% NOT AT ALL VERY RARELY SOMETIMES QUITE OFTEN VERY OFTEN DON T KNOW/NO ANSWER 4% Asked to assess their own capacity to identify manipulation in the media, 38% of respondents believed they were able to recognize it to a very large or large extent, 41% said they had an average ability to do so, 18% believed they could either distinguish it to a very small extent or were unable to, and 3% did not know or would not answer (Figure 13). Figure 13. To what extent do you personally have the capacity and necessary abilities to recognize when a material in the media is manipulating/propagandistic or not? 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 11% To a very large extent 27% 41% 14% 4% 3% To a large extent Average To a small extent Not at all Don't know/no answer CONSUMERS PERCEPTIONS OF THE CONCEPTS OF TRUE INFORMATION AND FALSE INFORMATION DELIVERED BY THE MEDIA Another question addressed to participants in the survey referred to the extent to which Moldovan media outlets provide true information to the public. In this sense, respondents found that the information delivered by the media was true to an average (46%) or a small extent (33%); only very few believed that the media provided true information to a very large extent (1%), to a large extent (11%), or that they did not provide true information at all (5%). Another 4% did not know or did not want to answer (Figure 14). Figure 14. In your opinion, to what extent do Moldovan media outlets provide true information to the public? 11

12 50% 46% 40% 30% 20% 10% 0% 1% To a very large extent 11% 33% 5% 4% To a large extent Average To a small extent Not at all Don't know/no answer Asked about false information on social-political topics diseminated in eight different ways, 41% of respondents said information on TV programs and talk shows was false to a very large or large extent. Television newscasts were in second place as 27% of respondents believed that the information they provided was false. Online portals and social networks came next at 24% followed by blogs and vlogs at 16%, newspapers and magazines at 14%, and radio broadcasts at 13%. Interestingly, the least suspect information came from discussions with friends/family as 53% believed them to be erroneous to a small extent or not at all. It is also important to note that a percentage varying from 35% to 57% either did not know or did not want to answer (Figure 15). Figure 15. In your opinion, to what extent is information on social-political topics from false? -27% Newscasts on TV 45% 20% 8% -41% TV programs and talk shows 30% 11% 18% -13% Radio 32% 17% 38% -14% Print 25% 11% 50% -24% Online portals 29% 12% 35% -16% Blogs and vlogs 18% 9% 57% -24% Social networks 30% 15% 31% -8% Discussions with friends/family 25% 53% 14% -60% -40% -20% 0% 20% 40% 60% 80% 100% To a large/very large extent Average To a small extent/not at all Don't know/no answer Consumers who believed that the information on TV programs and talk shows was false to a very large extent were from all age categories; they were more often women (43% vs. 38% of men), they had high levels of education (46% vs. 39% of those with average levels and 32% with low levels), and most of them knew the meaning of the term manipulation (46% vs. 35% of those who did not). Consumers who believed that information delivered by online portals was false to a large or very large extent were more likely to be women (26% vs. 23% of men), to be aged (35% vs. 24% of those aged and 11% of those aged 56+), to have high levels of education (34% vs. 19% of those with average levels and 17% with low levels), and to know the meaning of the term manipulation (30% vs. 17% of those who did not). Regarding TV newscasts, consumers who believed that the information in them was false to a large or very large extent were more often men (29% vs. 25% of women), were aged (33% vs. 25% of those aged and 23% of those aged 56+), had high levels of education (29% vs. 12

13 26% of those with average levels and 23% with low levels), lived in urban areas (30% vs. 24% in rural areas), and knew the meaning of the term manipulation (31% vs. 22% of those who did not). CONSUMERS PERCEPTIONS OF THE WAY MEDIA OUTLETS DELIVER INFORMATION Respondents were also asked for their opinions about nine practices of Moldovan media outlets relating to their coverage of events. Data showed that 60% believed that news reports often advantaged or disadvantaged a public person or a politician, sensational headlines caught the attention of 59% of respondents, and defamation of persons/personalities was perceived by 57% as frequent or very frequent practices of media outlets. The others were the following: increased attention to insignificant information (54% of respondents quite or very often); insufficient coverage of topics of public interest (50% quite or very often); manipulation by means of experts opinions (46%); use of suggestive images that had no connection with the topic covered (43%); presenting completely or partially false information (38% each). The assessments not at all and very rarely were given to these nine practices in significantly smaller proportions (Figure 16). Figure 16. In your opinion, how often do the following things happen in Moldovan media? -50% M-m cover some topics of public interest 27% 14% 9% -60% The news advantage or disadvantage a public 25% 8% 7% -59% M-m use sensationalistic headlines 20% 7% 14% -43% M-m use images that manipulate 30% 12% 15% -46% M-m use experts opinions to manipulate 29% 11% 14% -38% M-m present absolutely false information 43% 12% 7% -38% M-m present partially false information 44% 18% 0% -54% M-m pay too much attention to insignificant 27% 12% 7% M-m dicredit some persons/personalities 26% 8% 9% -57% -80% -60% -40% -20% 0% 20% 40% 60% 80% Quite often/very often Sometimes Not at all/very rarely Don't know/no answer *M-m mass media CONSUMERS PERCEPTIONS OF PROPAGANDA IN MOLDOVAN MEDIA In all, 92% of participants in the survey believed that there is propaganda in Moldovan media while just 4% did not think so and 4% did not answer this question (Figure 17). Figure 17. Do you believe there is propaganda in Moldovan media? 13

14 4% 4% 92% Yes No No answer Asked whether they believed there is propaganda in domestic media, the proportions of respondents who said yes were similar across nearly all socio-demographic categories: 93% men and 92%, women; ages (94%), (93%), aged 56+ (90%); 95% employed and 91% unemployed; Moldovan/Romanian (94%), Russian/Ukrainian (90%), Gagauz/Bulgarian/other ethnicities (88%); living in Chisinau, north or center of the country (93% each), from the south (90%); urban (93%) and rural (92%). There were some differences in perception depending on the level of education; respondents with high levels perceived the existence of propaganda in Moldovan media more acutely at 96% vs. 92% of those with average levels and 82% of those with low levels. Also, if respondents knew the meaning of the term manipulation, 95% perceived propaganda compared with 89% of those who did not (Figure 18). Figure 18. Profile of consumers who believe there is propaganda in Moldovan media Men and women 18-35, or 56+ years old High level of education Employed and unemployed Of all ethnicities From Chisinau, north, or center From urban or rural areas Know the meaning of the term manipulation 14

15 Figure 19 describes the few respondents who said there is no propaganda in Moldovan media: women and men (4% and 3% respectively); all age groups; low levels of education (10% vs. 4% of those with average levels and 2% with high levels); unemployed (4% vs. 3% employed); Russian/Ukrainian and Gagauz/Bulgarian/other ethnicities (6% and 5% vs. 3% of Moldovan/Romanian); living in the center, north, and south (5%, 4% and 4% vs. 2% of those living in Chisinau); rural and urban (4% and 3% respectively); did not know the meaning of the term manipulation (6% vs. 2% of those who did). Figure 19. Profile of consumers who believe there is no propaganda in Moldovan media Women and men or 56+ years old Low level of education Unemployed Russian/Ukrainian From the center of the country From rural or urban areas Do not know the meaning of the term manipulation The majority of respondents (80%) believed that there is propaganda from abroad in Moldova, 10% disagreed, and 10% did not answer this question (Figure 20). Figure 20. Do you believe that in Moldova there is propaganda from abroad (from other countries)? 10% 10% 80% Yes No No answer Figure 21 shows the profile of respondents who believed foreign propaganda exists. Men said it does more often than women (82% vs. 77%). Also, this opinion was mostly shared by consumers 15

16 aged and (80% and 82% respectively vs. 77% of those aged 56+), with high and average levels of education (81% and 80% respectively vs. 74% of those with low levels), employed and unemployed (80% vs. 79%), of all ethnicities (Moldovan/Romanian 81%, Gagauz/Bulgarian/other ethnicity 80%, Russian/Ukrainian 79%), living in the north and center of the country (82% each vs. 78% of those from the south and from Chisinau), urban (81% vs. 79% rural), and those who knew the meaning of the term manipulation (84% vs. 74% of those who did not). Figure 21. Profile of consumers who believe that in Moldovan media there is propaganda from abroad Men years old High and average level of education Employed or unemployed All ethnicities From the north or center From urban areas Know the meaning of the term manipulation The 10% of respondents who did not believe that there is foreign propaganda in Moldovan media had the following characteristics (Figure 22): 11% women and 10% men; aged or 56+ (11% each vs. 8% of those aged 36 55); low levels of education (20% vs. 11% of those with high levels and 9% with average levels); employed and unemployed (11% vs. 10%); of all ethnicities (Moldovan/Romanian and Russian/Ukrainian 10% each, Gagauz/Bulgarian/other 9%); living in Chisinau (13% vs. 10% of those from the north and south and 7% from the center); rural and urban (10% each); did not know the meaning of the term manipulation (13% vs. 8% of those who did). Figure 22. Profile of consumers who believe that in Moldovan media there is no propaganda from abroad 16

17 Women and men and 56+ years old Low level of education Employed Moldovan/Romanian and Russian/Ukrainian From Chisinau From urban and rural areas Do not know the meaning of the term manipulation MOLDOVAN CONSUMERS PERCEPTIONS OF MEDIA FROM OTHER COUNTRIES Asked about how much trust they have in the media from other countries that are available in Moldova, 50% said not at all/very little in media from the USA, and 44% agreed about media from Romania. Trust in Russian media rated 39% and that from other European countries was at 35%. At the same time, 17% of respondents had much/very much trust in Russian media, 14% in the media from other European countries, and 10% in Romanian media. American media was rated with much/very much trust by just 7% of respondents (Figure 23). Figure 23. How much trust do you have in the media from? -39% Russian Federation 36% 17% 8% -44% Romania 33% 10% 13% -35% Other European countries 34% 14% 17% -50% USA 23% 7% 20% -60% -40% -20% 0% 20% 40% 60% 80% At all/very little Average A lot/very much Don't know/no answer Figure 24 shows that the respondents who said they had much/very much trust in media from the Russian Federation were: both women and men (17% each); mostly aged and 56+ (18% and 19% respectively vs. 13% of those 18 35); people with low levels of education (25% vs. 19% of those with average levels and 13% with high levels); unemployed (20% vs. 15% employed); 17

18 Gagauz/Bulgarian/other ethnicity (43% vs. 21% of Russian/Ukrainian and 13% of Moldovan/Romanian); living in the south of the country (29% vs. 20% of those from the north, 11% from Chisinau, and 10% from the center), urban and rural (17% each); did not know the meaning of the term manipulation (19% vs. 15% of those who did). Figure 24. Profile of consumers who have much/very much trust in Russian media Women/men 36-55, 56+ years old Low level of education Unemployed Gagauz/Bulgarian/other ethnicity From the south From urban or rural areas Do not know the meaning of the term manipulation In contrast, respondents who had no or very little trust in Russian media were (Figure 25): mostly men (41% vs. 38% of women), aged and 56+ (40% and 41%, respectively, vs. 37% of those aged 18 35); people with low levels of education (47% vs. 40% of those with high levels and 38% with average levels); employed (42% vs. 36% of unemployed); Moldovan/Romanian (46% vs. 19% of Russian/Ukrainian and 17% of Gagauz/Bulgarian/other ethnicity); living in the center of the country (47% vs. 43% from Chisinau, 36% from the north and 29% from the south); rural (41% vs. 38% urban); those who did not know the meaning of the term manipulation (40% vs. 38% of those who did). Figure 25. Profile of consumers who have no trust or have very little trust in Russian media 18

19 Men 36-55, 56+ years old Low level of education Employed Moldovan/Romanian From the center From rural areas Do not know the meaning of the term manipulation The respondents who had much or very much trust in media from Romania were more often men (11% vs. 9% of women), aged or 56+ (11% each vs. 9% of those aged 18 35), with low levels of education (18% vs. 15% of those with high levels and 7% with average levels), unemployed and employed (11% and 10% respectively), mostly Moldovan/Romanian (12% vs. 2% of Gagauz/Bulgarian/other ethnicity and 1% of Russian/Ukrainian), from all regions of the country (11% center, 10% south and Chisinau, 9% north), urban and rural (10% each), and those who did not know the meaning of the term manipulation (12% vs. 8% of those who did) (Figure 26). Figure 26. Profile of consumers who have much or very much trust in Romanian media Men or 56+ years old Low level of education Unemployed Moldovan/Romanian From all regions of the country From urban or rural areas Do not know the meaning of the term manipulation At the opposite pole in Figure 27, those who said they had no or very little trust in the Romanian media were more often women (47% vs. 40% of men), were aged 56+ (46% vs. 43% of those aged and each), had low or average levels of education (51% each vs. 33% of those with a high levels), were unemployed (46% vs. 42% of those employed), Gagauz/Bulgarian/other ethnicity (63% vs. 51% of Russian/Ukrainian and 40% of Moldovan/Romanian), were living in the north (53% vs. 50% of those from the south, 39% from the center and 33% from Chisinau), rural 19

20 (45% vs. 42% urban), and those who did not know the meaning of the term manipulation (49% vs. 39% of those who did). Figure 27. Profile of consumers who have no trust or have very little trust in Romanian media Women 56+ years old Low or average level or education Unemployed Gagauz/Bulgarian/other ethnicity From the north From rural areas Do not know the meaning of the term manipulation Regarding the media from other European countries, respondents who had much or very much trust in the content were more often men (15% vs. 13% women), were from all age categories (14% of those aged and 36 55, 13% of those aged 56+), had high or low levels of education (19% each, vs. 10% of those with average levels), were employed and unemployed (14% and 13% respectively), were Moldovan/Romanian (17% vs. 5% of Russian/Ukrainian and 4% of Gagauz/Bulgarian/other ethnicity), were living in Chisinau (19% vs. 16% of those from the center, 12% of those from the north, and 8% from the south), were rural and urban (14% and 13% respectively), and those who knew the meaning of the term manipulation (15% vs. 13% of those who did not) (Figure 28). Figure 28. Profile of consumers who have much or very much trust in the media from other European countries Men All age categories High or low level of education Employed Moldovan/Romanian From Chisinau From rural areas Know the meaning of the term manipulation 20

21 Conversely, Figure 29 shows that respondents who had no or very little trust in the media from European countries were frequently women (37% vs. 33% of men), were aged and 56+ (37% each vs. 30% of those aged 18 35), had average levels of education (40% vs. 32% of those with low levels and 29% with high levels), were unemployed and employed (36% vs. 34%), were Gagauz/Bulgarian/other ethnicity (60% vs. 36% of Russian/Ukrainian and 31% of Moldovan/Romanian), were living in the south (47% vs. 40% of those from the north, 27% from the center and 26% from Chisinau), were rural and urban (35% and 34%), and those who did not know the term manipulation (39% vs. 31% of those who did). Figure 29. Profile of consumers who have no trust or have very little trust in the media from other European countries Women and 56+ years old Average level of education Unemployed Gagauz/Bulgarian/other ethnicity From the south From rural areas Do not know the meaning of the term manipulation The few respondents who trusted the media from the USA tended to be men (9% vs. 6% of women), of all ages (7% of those aged and 56+ each, 6% of those aged 36 55), persons with low levels of education (13% vs. 10% of those with high levels and 5% with average levels), employed (9% vs. 5% of those unemployed), Moldovan/Romanian (9% vs. 1% of Russian/Ukrainian and Gagauz/Bulgarian/other ethnicity each), living in the center of the country (11% vs. 8% of those from Chisinau, 6% from the north and 4% from the south), more rural (8% vs. 6% urban), and those who did know the meaning of the term manipulation (8% vs. 6% of those who did not) (Figure 30). Figure 30. Profile of consumers who have much or very much trust in American media 21

22 Men or 56+ years old Low level of education Employed Moldovan/Romanian From the center From rural areas Know the meaning of the term manipulation The profile in Figure 31 of those who had no or very little trust in the media from the USA was the following: women and men (50% each); aged and 56+ (55% each vs. 44% of those aged 18 35); average levels of education (56% vs. 48% of those with low levels and 43% with high levels); unemployed (53% vs. 49% employed); Gagauz/Bulgarian/other ethnicity (70% vs. 66% Russian/Ukrainian and 46% Moldovan/Romanian); living in the north or in the south (59% each vs. 44% of those from Chisinau and 40% from the center); rural and urban (51% and 50% respectively); did not know the meaning of the term manipulation (53% vs. 48% of those who did). Figure 31. Profile of consumers who have no trust or have very little trust in American media Women and men or 56+ years old Average level of education Unemployed Gagauz/Bulgarian/other ethnicity From the north or the south From rural areas Do not know the meaning of the term manipulation 22

23 CONSUMERS PERCEPTIONS ABOUT THE FIGHT AGAINST PROPAGANDA AND THEIR OPINIONS ABOUT MEDIA PLURALISM The study also showed that most respondents believed that the government does not take enough measures to fight propaganda (62%), 21% disagreed, 12% weren t sure, and 5% did not want to/could not answer this question. In addition, 61% said they usually sought news reports that offered different perspectives even if they were contrary to their own opinions; 16% did not make this effort, 15% did not give a definitive answer to this question, and 8% did not give any answer at all (Figure 32). Figure 32. To what extent do you agree or disagree with the following statements? -62% The government is taking enough measures to fight propaganda 12% 21% 5% I'm looking for news that offer different perspectives, even if they are contrary to my opinions -16% 15% 61% 8% -80% -60% -40% -20% 0% 20% 40% 60% 80% 100% I completely disagree/i rather disagree Rather agree/completely agree Neither agree, nor disagree Don't know/no answer 23