Even fake news won’t stop us to follow (favourite) media

Fake news, click bait, deep fake – in a record time, these terms became part of our everyday life, moving away from phenomenon reserved only for social media.

2 min to read
Written by: Dialog Komunikacije

Fake news, click bait, deep fake – in a record time, these terms became part of our everyday life, moving away from phenomenon reserved only for social media. In an effort to detect key decision makers’ opinions on the subject, we’ve conducted yet another #DialogKnows reseach with aim to generate insights on the subject.

Internet defines a digitally literate person as the one who understands technology he/she uses in order to gain information he/she desires, but also (and most important) posesses ability to evaluate received information and their source. So, can we recognize fake news and are we willing to stop following media that distribute such news? More than 60% of the respondents said that during media consumption at lease once they’ve believed in something that later-on turned out to be a fake news.

Perhaps it’s a „FOMO“ syndrom or a kind of internet addiction best displayed in endless scrolling through social media feeds and news portals, but the fact is that, even though we are aware that we are exposed to fake news, we will not stop consuming those media. The respondents claim that fake news can be most often found on social media (57,4%), while online portals are on high second position (34,4%).

Most of the respondents (93,4%) agreed that fake news will affect a brand’s and/or a company’s reputation, if they are mentioned in it. Still, when such situation occures, nearly 7% of respondents think that they should not send even an official denial, because “fake news die quickly”.

More over, 10,2% of respondents would continue to advertise on such media. Does this mean that the old saying “bad publicity is still a good publicity” still works?

Fake news are mostly related to recent topics and according to our respondents they are present in the area of politics (36,1%), lifestyle/showbiz (29,5%), medicine (21,3%) and business (13,1%). As much as 75% of #DialogKnows research respondents think that some media publish fake news on purpose in order to raise their reach. This is probably because a click is a click, no matter how much we keep silent about it.


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