I enjoy Simon Wilson's measured comment and he has a timely perspective as well:
Simon Wilson: Trust down, jobs gone, whatās the media going to do now?
By
13 Apr, 2024 05:00 AM11 mins to read
OPINION
Trust in media has dropped 20 percentage points in the last five years. The
AUT annual Trust in News survey was released on Monday with the startling news that New Zealandersā trust in media has fallen from 53 per cent in 2020 to 33 per cent this year.
What a week. Warner Bros. Discovery confirmed it was
closing down its entire Newshub operation, including Threeās flagship 6 oāclock news. And TVNZ confirmed it was
closing Sunday, Fair Go and some news programmes, scaling back its digital, youth-oriented service Re:News and making other cuts to its journalism.
A leading social scientist suggested to me on Tuesday that New Zealand might become the first country in the world to lose linear TV.
Linear TV is broadcast TV ā the programmes you watch as they are being broadcast ā rather than the programmes you choose to watch when you go to a media app or website.
In the media we like to tell ourselves weāre not making baked beans. Itās true. News media isnāt a commodity product, itās crafted by highly skilled people who work hard to do a good job. Most of them could get much better-paid work doing something else, but they do journalism because they like it and, especially, because they believe in it.
Still, what if we were making baked beans? If people told us they didnāt like the taste, weād do something about the recipe pretty damn quick.
Read More
Journalism has to do the same. In the mainstream weāre losing audiences to social media. In broadcast and print, weāre losing out to apps and websites.
ADVERTISEMENT
Advertise with NZME.
Weāre responding by building the strength of our own apps and websites, as we should. That involves the quality of what we offer online, the breadth of coverage and style of how we do it. And, importantly, the revenue-generating potential and the algorithmic wizardry required to succeed. Itās a new and fast-changing world and weāre learning about it, just like our audiences.
But is there enough debate about what news is and what it should be? Is there bias in the ways we choose stories and frame them, the language we use and the values we reinforce with those choices?
The AUT survey contains some telling results. Among them:
- That overall trust figure has dropped a few points each year from 2020 but this year it fell suddenly, from 42 per cent to 33 per cent.
- Trust in social media and search engines has also fallen.
- AUT piggybacks on a Reuters survey of 46 countries, which had an average trust rate of 40 per cent. Weāre doing worse than the mean.
- Weāre among three countries where trust is notably lower: the others are the United States and Britain.
- Trust is highest among the young and the old, lowest among 45- to 64-year-olds.
- Trust is lowest among PÄkehÄ, with āother Europeanā and Indian New Zealanders also showing up strongly.
In a wider sense, these results shouldnāt be a surprise. Declining trust in all sources of information is one sign of a fraying society and who doesnāt think thatās what weāve living in now.
But look at those demographics: the trust problem is led by middle-aged PÄkehÄ.
Where have we heard that before? Only everywhere.
I know, Iām one of them. I reckon that means Iām allowed to say this.
Turns out the people who complain the most about media are the people who complain the most about everything. Taxes and rates. Having to drive more slowly in suburbs and on dangerous open roads. Climate change. Housing density. Breaking the cycles of violence and illness associated with poverty. And especially the rise of te reo MÄori and all the other ways MÄori get āspecial treatmentā.
ADVERTISEMENT
Advertise with NZME.
This shouldnāt be a surprise. Of course the people who complain the most about social and cultural change are the people who complain the most about the media. In the media, we reflect those changes, as they evolve in schools and suburbs, workplaces and sports fields. But those who complain the most donāt want to hear about these things and donāt think they should be happening.
The way most media do this is not exclusionary. Weather presenters, for example, could hardly be more inclusive: they havenāt abandoned the name Dunedin, theyāve just added Åtepoti. But the complainers donāt want warm and friendly inclusion. They want it all to stop.
And yet paradoxically, because this demographic complains the longest, loudest and most often, their views get into the media more than everyone elseās.
All this makes it easy to think the media is dominated by these issues. TV presenters reflect the changing te reo MÄori-infused language of Aotearoa New Zealand and it leads to noisy debates about whether it should be happening.
āTÄnÄ koutou katoaā has become common, and so has shouting āWoke!ā
It wonāt have escaped many that the big drop in trust in media has coincided with the age of Covid. Weāve become a more fractured and angry society, and many people are alienated. It shows up in everything from driver behaviour to shoplifting to ram raids, social media abuse to family harm callouts and threats to the safety of bus drivers and politicians.
And in relation to media, the sudden drop in trust last year suggests weāve reached a tipping point. The shouty arguments of the fringe have moved into the mainstream.
But this has nothing to do with the main reason media is in trouble.
It comes down to one big thing: money.
TVNZ boss Jodi OāDonnell says 90 per cent of digital news advertising revenue goes to social media platforms and therefore leaves the country.
As
Charlotte Grimshaw put it in the Listener this week, social media platforms are destroying local journalism. The question she asked was: Are we really going to let this happen?
The answer, to date, is yes. Those platforms have not only sucked up most of the available revenue, they feed off media companies for content, they pay very little tax, and we just let them do it. Theyāre hardly constrained by regulation and theyāre among the biggest companies in the world.
And the
Minister of Broadcasting, Melissa Lee, has not yet said a single coherent thing about it.
Digital media has a superpower: it can connect advertisers directly with individual consumers whose online behaviour marks them as good targets for those advertisers.
Broadcast TV and newspapers canāt do that. TV companies lost 14 per cent of their ad revenue last year and they know there is little prospect of getting it back.
But itās not just social media that has the superpower. The apps and websites of mainstream media do, too. This is why media companies are refocusing to ādigital firstā.
Lack of revenue is crippling. It leads to staff layoffs, so there are fewer stories, less coverage of events and less time available for the remaining staff to keep standards high.
It means broadcast programmes and print titles are shut down. While the big shocks this week are about TV news, in the last few years weāve lost dozens of community newspapers, magazines and supplements.
An
exhaustive head count by the Spinoff this year noted there were 4071 professional journalists recorded in the 2006 census. With this weekās TV layoffs factored in, the figure could now be less than 1500.
Lack of revenue also inhibits innovation. We know itās essential, but itās not easy when thereās no money to employ new talent, to experiment and launch new ventures.
Next problem: media consumption is changing fast. TikTok leads the way right now but itās not even eight years old. What worked yesterday doesnāt work today and what works today may not work tomorrow.
We know we need new ways of doing the news. But what, and how?
I took part in
a podcast on Tuesday evening for the Working Group, which pops up in the top five political podcasts listened to by New Zealanders. We debated the political issues of the day.
The podcast itself was watched and listened to live and remains available for anyone to do that at any time. But thatās almost the least of it. With the involvement of a broadcast partner, it also gets sliced and diced into a whole lot of smaller pieces of content, for TikTok, Instagram, linear radio and other platforms.
The reach it can achieve from all that is exponentially larger than what the original show does on its own. Media companies will probably have to get really good at this, but it isnāt easy.
And will it last? Journalists and media companies use social media to promote their work. But social media is becoming less interested in that. Instagram doesnāt want you to leave Instagram and go read something at the
Herald. It wants you to stay on Instagram.
Among people under 25, the most popular media form in the world right now is said to be the six-second video. On TikTok and Snapchat.
And itās thought that the time people take to decide if they want to watch a video is 0.013 seconds. Thatās swipe, swipe, swipe, as fast as your finger can move, until your brain goes yep! And then off again, swipe, swipe.
How do you package news into that? Should you even try?
And AI is on its way. Google āWayne Brown portā at the moment and youāll get a range of news reports and analysis from the media. How long before youāll just get an AI-generated answer?
In the search for relevance and profitability, not all the decisions media companies have made seem wise. Why close community newspapers and websites, when we know readers love local news and retail advertisers need to connect to them? Communities are only going to become more important in this fraught world.
Why close
Sunday and
Fair Go when theyāre among the most-watched, loved and best-quality programmes you offer? Youāre just telling viewers you donāt care about them.
Why cut back Re:News, which in style and target market seems like the closest thing to the future TVNZ has?
Itās hard to avoid the conclusion that such measures ā in print and broadcasting ā are not about regrouping to a position of strength, so the companies can marshal their resources and go boldly forth. Instead, they seem merely to be managing decline.
Ah yes, but what about all that other bias: the bias intrinsic to all that opinion writing? You might think Iām biased about this myself, but I would say that alongside the news, media have a valuable role in presenting analysis and points of view.
You might think what I write is a beacon of reason and hope, but others tell me itās absurd propaganda for the left. Conversely, I think what some of the other
Herald columnists write is absurd propaganda for the right, although I know they have readers who believe they are beacons of reason and hope.
What the
Herald tries to do is present well-argued points of view. We value being a pluralist newspaper: you can read us all and make up your own mind.
How do media manage their way through all this? Who the hell would know.
But in my view, a couple of things are worth clinging to.
First, we need to stake a bigger claim to the hearts and minds of people who believe in a decent, inclusive, cohesive society. Letās be biased towards them.
I believe we should do this because itās the right thing to do, and also because it might even work. And yes, this is a constructive way of saying we should stop paying so much attention to all the angry people shouting at us.
Related, we have to keep working long and hard with advertisers to get them to share the dream.
Second, we have to get very nimble with the technologies, the methods and the styles with which we do news, current affairs, commentary and analysis. We have to be constantly upping our skills, and we have to take risks and be brave.
Simon Wilson is an award-winning senior writer covering politics, the climate crisis, transport, housing, urban design and social issues, with a focus on Auckland. He joined the Herald in 2018.