Restoring Trust: The Media’s Most Valuable Asset

As audiences shift from television and news portals to social media, podcasts, and AI chatbots, media organizations are facing a challenge that goes far beyond reach and traffic. Beyond the impact of AI on the media industry, the question is no longer just how to reach audiences, but how to retain their trust. At the In Medias Press conference, Nic Newman offered valuable insights into the changes shaping the future of news consumption.

Are We Turning Away from the News?

Research conducted in Croatia since 2017 shows a decline in the use of almost all traditional media, while social media continues to grow. At the same time, generational differences are becoming increasingly pronounced. Television remains the dominant source of news among older audiences, while younger generations are increasingly turning to social media and AI tools for information. In fact, for 44% of younger audiences, social media is now their primary source of news.

Another growing trend is selective news avoidance. As many as 63% of Croatian citizens report that they sometimes or often avoid following the news. The reason is not a lack of interest in current affairs, but rather a sense of being overwhelmed by negative information.

Wars, political crises, climate change, and economic uncertainty leave many people feeling confronted with problems they cannot influence. Paradoxically, people still believe that staying informed is important, yet they increasingly avoid the news to reduce feelings of frustration and helplessness.

Public Trust in the Media Is Declining

Declining trust in the media is often attributed to a decline in journalistic quality, but the reality is more complex. Societies have become increasingly polarized, and people are more likely to encounter content that conflicts with their own views, interpreting it as evidence of media bias. At the same time, there is a growing perception that the media focuses more on political and economic elites than on the everyday concerns of ordinary citizens.

Croatia is no exception. Long-term research also shows a steady decline in public trust in the media, with one notable exception during the COVID-19 pandemic. At that time, many people returned to traditional media in search of reliable, verified information.

Why does this matter? Research consistently shows that trust in the media is associated with higher levels of civic engagement, greater interest in public affairs, and stronger trust in public institutions. In other words, the quality of journalism directly affects the quality of democracy.

How Can the Media Restore Trust?

There is no single universal solution for rebuilding audience trust. However, several principles consistently help media organizations strengthen their credibility.

The first is impartiality – separating personal opinions from reporting and avoiding the promotion of political or ideological agendas.

The second is accuracy. In an era of instant publishing and social media, verified information is what builds long-term credibility. As AI-generated content becomes increasingly widespread, so does the need for trusted sources capable of distinguishing fact from fiction.

Closely linked to accuracy is transparency. Encouragingly, more media organizations are opening up their editorial processes by showing audiences how stories are reported and how facts are verified.

In an environment increasingly shaped by AI, misinformation, influencers, and even politicians communicating directly with their audiences through social media, human skills become more valuable than ever. High-quality storytelling, investigative journalism, rigorous fact-checking, and expert analysis grounded in experience and expertise remain difficult to replicate.

Community building is equally important. Live events, newsletters, and direct relationships with audiences create a sense of connection that algorithms struggle to reproduce.

The fourth principle is a return to original journalism – producing authentic stories, exclusive reporting, and content that offers genuine added value.

As more people consciously choose to step away from the daily news cycle, the media faces growing pressure from polarization, misinformation, and AI-generated content. For that reason, the future of journalism will not depend solely on new technologies, algorithms, or distribution channels. It will depend on the media’s ability to uphold these principles and remain a trusted guide through an increasingly complex information landscape.