Internal federal government polls obtained by Global News reveal a growing skepticism among Canadians towards the media's ability to make decisions in the public interest. Contrary to trust, a higher percentage of respondents express mistrust in the media's role in public matters. The polls, crafted and approved by the Privy Council Office (PCO) for inclusion in its weekly polling initiative, shed light on broader institutional distrust, encompassing provincial and territorial governments, Canadian financial institutions, the federal government, and social media platforms.
The PCO's polling data, crucial for guiding decisions in the Prime Minister’s Office (PMO), the cabinet, and senior bureaucrat circles, indicates a prevailing sense of distrust in various sectors. The survey, conducted through live-agent telephone interviews with 1,000 participants from July 3 to 9, coincided with the government's efforts to advance the contentious Bill C-18. This legislation aimed at compelling social media companies to remunerate Canadian legacy media entities for links to news articles.
The polling results show a marginal inclination towards supporting the government's stance on Bill C-18, with 49 percent in favor of social media platforms compensating news outlets, while 42 percent oppose the idea. Despite the recent release of raw polling data through access-to-information laws, Bill C-18 had already become law in the late fall.
Beyond media trust, other institutions also face notable distrust. Local governments emerge with the highest trust, as nearly 42 percent of respondents believe in their ability to act in the public interest. Conversely, less than 10 percent express trust in social media platforms to do the same.
The PCO polling program also exposes significant gaps in public awareness regarding the state of media in Canada. A substantial 56.2 percent of respondents believe that the number of news media outlets has remained constant or increased over the last decade. However, a 2018 "head count" by researchers at Toronto Metropolitan University revealed the closure of over 250 local news outlets during that period, highlighting a substantial discrepancy between perception and reality.
During the PCO survey conducted from July 3 to 9, a pivotal question followed inquiries about respondents' perceptions of the changing landscape of news outlets over the past decade. This question provided a stark numerical context: "Since 2008, 474 news media outlets have closed in 335 communities across Canada. To what extent is this concerning to you?" In response to this data point, 47 percent expressed varying degrees of concern, while 30 percent remained unconcerned. Notably, residents of Manitoba exhibited the highest level of concern, with 60 percent expressing worry about the loss of media outlets. In contrast, 36 percent of British Columbians showed the lowest level of concern on this front.
The survey delved further into Canadians' daily news consumption habits. The predominant source, cited by 44.6 percent of respondents, was "Your own internet search." Social media platforms followed closely at 43.5 percent, trailed by "Conversations with family/friends/colleagues" at 39.5 percent, online news sites at 37.9 percent, radio stations at 37.6 percent, and TV news channels at 34.7 percent. Strikingly, only seven percent of respondents indicated consulting a print newspaper daily for their news, underscoring a notable shift in news consumption patterns.
In conclusion, the PCO survey conducted from July 3 to 9 reveals a multifaceted landscape of Canadian attitudes towards media and news consumption. The data underscores a pervasive skepticism in the public's trust in the media's ability to act in the public interest, with a higher percentage expressing mistrust compared to trust. This sentiment extends beyond the media, encapsulating a broader institutional distrust that includes various levels of government, financial institutions, and social media platforms.
The survey sheds light on the public's perspective on the closure of news media outlets, with a specific focus on the concerning number of closures since 2008—474 outlets in 335 communities across Canada. The varied regional responses indicate that while some, like Manitobans, exhibit heightened concern, others, such as British Columbians, are comparatively less troubled by this trend.
Moreover, the survey delves into the changing dynamics of news consumption, highlighting a significant shift away from traditional sources. The dominance of internet searches and social media platforms as primary sources of news, in contrast to the diminishing reliance on print newspapers, underscores the evolving media landscape.
As the information becomes more accessible through various digital channels, understanding and addressing the public's concerns and preferences in news consumption are pivotal for both media organizations and policymakers. The findings from this survey provide valuable insights into the complexities of media trust, institutional perceptions, and the evolving patterns of news consumption in the Canadian context.
