ESTABLISHED media organisations remain more trusted than social media during times of crisis, despite the growing use of digital platforms as a daily source of information across the Pacific.
BBC Media Action Pacific Program project director Dipak Bhattarai said this was one of the key findings of a comparative audience survey conducted in Fiji, Tonga, Vanuatu, Samoa and Papua New Guinea, with a similar survey carried out in Solomon Islands in 2022.
The research examined how people accessed information, which sources they trusted, information gaps and how audiences responded to misinformation and disinformation.
“One of those patterns is people are increasingly getting information from social media platforms,” he said.
However, Mr Bhattarai said this did not mean social media had overtaken established media in terms of trust.
“Trust levels are still higher for established media organisations.”
During major crises, including natural disasters, other emergencies and political events, audiences continued to turn to radio, television and newspapers.
However, social media was increasingly being used for everyday information, particularly through visual content and influencers.
“Media organisations needed to be innovative if they wanted to reach audiences where they were consuming information.”
Mr Bhattarai said the survey findings could help Pacific media organisations better understand changing audience habits and develop strategies to reach and serve them effectively.
