PORTAL Art&Business | PORTAL WOMANCOMM | KREATIVNI PORTFOLIO 03 | HOTEL JUGOSLAVIJA (PDF)
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  • Vijesti

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    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

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  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

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    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

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    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

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    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

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Home News

How much trust do we have online?

The trust in news and information shared through online media is declining!

17/05/2019
in News
3 min read

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

Source: UM Beograd

Agency UM has presented the results of research on the habits of users of social media – Wave X: Remix Culture, at the Digital Day in Belgrade. The survey gave a clear message: “trust in online media is declining throughout the world”.

Why is the trust in content shared online significantly dropping? Why do we see social media as means to belong to a particular group? Which social media do we identify with? Who influences us, whom we believe what stories we love and what stories we share in social media?

These topics were discussed at the panel discussion by Katarina Kostić, Director of Media Operations of the I&F Grupa within which UM Belgrade operates, and Biljana Srbljanović, drama author, regular professor of dramaturgy at FDU and author of podcast “Pleasure in text”.

Research has shown that trust in news and information shared online is significantly declining – as many as 46 percent of respondents think that news disseminated online are “fake”. On the other hand, only 8 percent believe that the content they have read or seen online is accurate. Less than half of the respondents (47 percent) are influenced by the content and news shared online. It has also been noted that trust in institutions and experts is lower than before. We can see everyday polarization, individuals see social media as a way to belong to a particular social group, which then determines their identity.

“Wave X: Remix Culture has recognized that identity forming is influenced by a whole mix of different influences, from our immediate environment, to global culture, to various information that is made accessible through social media and new platforms. With the emergence of social media, users were given a powerful tool to do whatever they thing of on their own – to change, redefine or create their identity, to find followers who will share their beliefs and so on. Social media users have become the creators of social media,” says Katarina Kostić.

“Serbia is leading in the lack of trust in online, because there is no established ethics in the professional use of social networks. The global trend is that ‘fake news’ have actually became such a phenomenon that they can even be the deciding factor in elections in the largest countries of the world. Whole farms of creators of fake news, narratives and content are intentionally trying to mettle in election processes and in some places they succeed in that, as was the case in the U.S.” Biljana Srbljanović added.

Interestingly, fewer people get tied to social media. The number of people worried that they might miss something if they don’t visit some of the social media is now less than half (46 versus 50 percent in the previous Wave Research). To the question, “on which social media I find what I’m interested in, and with which I can identify with” the respondents globally quoted Netflix, YouTube and Spotify. Platforms such as Facebook, Twitter, Instagram or Snapchat for global respondents are not even among the top five. In Serbia, on the other hand, we mostly identify with YouTube, Viber, LinkedIn.

Wave X: Remix Culture represents a representative image of the needs, views and behaviours of over one billion users of social media, covering a sample of more than 56,000 respondents, active internet users (using it every day or every other day), ages 16 to 54 from 81 countries in the world. In addition to Serbia, Croatia, Bosnia and Herzegovina, North Macedonia, this year the survey for the first time included respondents from Slovenia, Montenegro and Albania.

 

Tags: I&F GruparesearchUM Beograd
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