Seven in Ten (69%) Canadians Have `Trust and Confidence' in Traditional News Media

Toronto, ON - A new Ipsos Reid poll conducted on behalf of the Canadian Journalism Foundation reveals that when it comes to reporting the news fully, accurately and fairly, seven in ten (69%) Canadians have `trust and confidence' (8% a great deal /61% a fair amount) in traditional news media such as newspapers, news magazines, TV and radio news. Conversely, just three in ten (31%) say that don't have `very much' (27%) trust, or none at all (4%).

Canadians, however, appear to be more sceptical of newer forms of online media, such as blogs and other independent sources of information and commentary, with only four in ten (41%) indicating that they have `trust and confidence (4% a great deal/37% a fair amount). The majority (52%) has `not very much trust and confidence', while few (7%) have `none at all'.

Thinking about whether or not a bias exists in the news media, only two in ten (20%) believe that the news media are `too conservative' (20%), while a similar proportion believes that the media are `too liberal' (18%). Two thirds (62%) of Canadians believe the media are `just about right'. In fact, when senior government officials deny reports in the national news media and say that the reports are not accurate, most Canadians tend to believe the news media (84%) in these cases, not the government (16%).

The right to a free press in Canada appears to be sacrosanct, with almost all (96%) Canadians indicating that this right is `important' (71% very/25% somewhat). Very few (4%) believe this right is `not important' (3% not very/1% not at all).

And when it comes down to it, the majority (55%) of Canadians more closely agree with the notion that `the news media's primary goal is to find and broadcast the truth', while a minority (45%) would adopt a more cynical stance, agreeing that `the news media's primary goal is to run a business and to make money'.

Finally, the data suggest that Canadians might consider journalism to be a good career choice, with nine in ten (89%) indicating that if their son or daughter expressed an interest in becoming a journalist, they would `encourage' (37% very much/52% somewhat) them in that endeavour. Just one in ten (11%) would discourage (8% somewhat/3% very much) their child from pursuing a career in this field.

These are the findings of an Ipsos Reid poll conducted exclusively on behalf of the Canadian Journalism Foundation from May 20 to May 23, 2008. This online survey of 1033 adult Canadians was conducted via the Ipsos I-Say Online Panel, Ipsos Reid's national online panel. The results are based on a sample where quota sampling and weighting are employed to balance demographics and ensure that the sample's composition reflects that of the actual Canadian population according to Census data. Quota samples with weighting from the Ipsos online panel provide results that are intended to approximate a probability sample. An unweighted probability sample of this size, with a 100% response rate, would have an estimated margin of error of +/- 3.1 percentage points, 19 times out of 20.

Canadians Trust and Confidence in the News Media...

Seven in ten (69%) Canadians say they have `trust and confidence' in the news media when it comes to reporting the news fully, fairly and accurately. Individuals in certain parts of the country appear to have more trust than others:

• Residents of Atlantic Canada (76%) and Quebec (74%) are most likely to have trust and confidence in the news media, followed by those living in Ontario (67%), British Columbia (67%), Alberta (66%) and Saskatchewan and Manitoba (65%).

When it comes to new forms of online media, such as blogs and other independent sources of online media (excluding online versions of print media), only four in ten (41%) have `trust and confidence' in their ability to report the news fully, fairly and accurately:

• Atlantic Canadians (54%) are the most likely to have trust and confidence in this type of media, while those in Quebec (43%), British Columbia (42%), Ontario (38%), Alberta (38%) and Saskatchewan and Manitoba (36%) are considerably less likely.
• Men (44%) are more likely than women (38%) to have trust and confidence in new types of online media.
• Younger Canadians (46%), aged 18 to 34, are more likely than middle-aged (40%), aged 35 to 54, or older Canadians (37%), aged 55 and older, to have trust and confidence in new forms of online media.

Canadians See No Bias in the News Media...

Despite the old adage that news media tends to have a left-leaning bias, it appears that Canadians do not see it this way. Most (62%) believe the media are `just about right', while only two in ten (20%) believe the media are `too conservative', and a similar proportion believes the media are `too liberal' (18%).

• Residents of Alberta (25%), Saskatchewan and Manitoba (23%) and Ontario (22%) are the most likely to believe that the media are `too liberal'. Those living in British Columbia (23%) and Quebec (22%) are the most likely to believe that the media are `too conservative'.
• Men (22%) are more inclined than women (15%) to believe that the media are `too liberal'. Women (67%), on the other hand, are more inclined than men (57%) to think that the media are `just about right'.

When the Government and media come into conflict because government officials claim that news reports are not accurate, most Canadians (84%) tend to side with the media, not the government (16%).

• Men (20%) are more likely than women (13%) to side with the government, while women (87%) are more inclined than men (80%) to believe the media.
• Quebecers (88%), Albertans (85%) and British Columbians (85%) are the most likely to believe the news media. Ontarians (19%), residents of Saskatchewan and Manitoba (19%) and Atlantic Canada (18%) are more likely than their counterparts in other provinces to believe the government.

Majority (55%) Believes Primary Goal of News Media to `Find and Broadcast the Truth'...

A majority (55%) of Canadians more closely agree with the sentiment that `the news media's primary goal is to find and broadcast the truth', while a minority (45%) would adopt a more cynical stance, agreeing that `the news media's primary goal is to run a business and to make money'.

• The area of Saskatchewan and Manitoba is the only jurisdiction wherein a majority (62%) believes the media's primary goal is to run a business and make money. Residents of British Columbia are split, with one half (50%) believing that they just want to make money, and the other half (50%) believing that their goal is to find and broadcast the truth.
• Quebecers (62%) are the most likely to believe that the media is in the business of finding and broadcasting the truth, followed by those living in Atlantic Canada (56%), Ontario (54%), Alberta (54%), British Columbia (50%), and Saskatchewan and Manitoba (38%).
• Women (58%) are more likely than men (51%) to believe that the media's primary goal is to find and broadcast the truth. Men (49%) are more likely than women (42%) to believe that it is primarily a money-making endeavour.
• Older Canadians (59%) are more likely than middle-aged (54%) or younger Canadians (51%) to believe that the media's first goal is to find and broadcast the truth. Younger Canadians (49%) are more likely than middle-aged (46%) or older Canadians (41%) to believe that it is all about making money.

For more information on this news release, please contact:
John Wright
Senior Vice President
Ipsos Reid
Public Affairs
(416) 324-2002
[email protected]

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Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public opinion research, and research partner for loyalty and forecasting and modelling insights. With operations in eight cities, Ipsos Reid employs more than 600 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in the country, as well as the largest pre-recruited household and online panels. Ipsos Reid's marketing research and public affairs practices offer the premier suite of research vehicles in Canada, all of which provide clients with actionable and relevant information. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, and technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey-based market research group.

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