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Awareness of journalists expressing opinions or personal lives & its influence
On the websites that they visit more frequently, 42% of the users saw features where reporters or editors expressed opinions or wrote about their personal lives, 49% did not, and nine percent either were not sure or did not know. In comparison, 59% of the editors noticed, 40% did not, and about one percent was not sure.
Of the 67 respondents who saw the features, 82% reported that the content was clearly labeled as commentary or opinion. Of the 742 editors, 92% thought the content was clearly labeled.
On a 7-point scale where 1 was "not influential at all" and 7 was "very influential," a combined 43% of the users (that saw features on the websites where journalists' opinions or personal experiences were labeled as commentary or opinion) gave a rating of 5 or higher, suggesting that clearly labeling journalists' opinions or personal experiences as commentary or opinion online would increase users' interest in reading local news online. Similarly, a combined 52% of the users thought such a labeling would help increase their trust in the websites' journalism. Editors were not asked these two questions.
[Average score = 3.99, standard deviation = 1.86]
[Average score = 4.19, standard deviation = 1.94]
© 2008 THE ASSOCIATED PRESS. ALL RIGHTS RESERVED
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