The “Yellow Vests” movement in France is a very interesting event in media trust and interaction. Great reading with this article on lci, “Mobilization of the Yellow Vests: “The media is in a paradoxical position”” (in French) (Google translation in English here). Here are our 2 takeaways:
1. Beyond distrust, violence.
“Avoid Media to get informed” – Yellow Vest leader
The movement in the center of the news does not recognize itself when they watch the news. This creates a profound distrust driving to confrontation, and violence. “Between live shows showing the “truth” shared thousands of times, comments by hundreds insulting journalists, and even an event proposing to “besiege the media” – gatherings in front of television channels”
How to improve trust in media?
In our blog post referenced above, we covered ways to improve the trust in media:
1/ Journalists to defend themselves…
2/ and improve with more accuracy, more transparency and less bias…
3/ with recognized sources and countered partisan perceptions…
4/ led with their media brand values.
2. Trust what leaders trust.
“In seeking information online, Yellow Vests are also influenced by “messengers”, who themselves do not like the media… it is difficult to “prioritize what is most important, in terms of credibility, in the public’s choices”…
“one of the most important criteria is the advice of peers, that is, people in whom I trust or resemble me”.”
From the article: One leader says he likes reading Russia Today, another likes someone “close to Dieudonné (convicted in court eight times on antisemitism) or Alain Soral (Critic of Capitalism, communitarianism, feminism, Zionism)”. In a stream of information without hierarchy, where a comment on Facebook, a live video or a media article have the same value, all truths would be good to take. Sometimes opening the door to conspiracy theories, as we have seen over the past few weeks.”
We are our education.
Don’t get us wrong here, we are not trying to denigrate this or any other movements. All this is fine as long as you are aware of who wrote what you read, which will drive your opinions, your decision-making and thus, who you are. In other words, gauge where information is coming from before doing anything with it. Think before you act. Gauge before you like, retweet, comment…
This is true at the individual level, reader, protester, thought leader, but even more true for businesses. How can you make strategic decisions — analytics/intelligence, ad placements or PR efforts — on content not corresponding to your trust criteria??
We covered some of this in this blog post about Trust over education stages, colleges and high school.
We are at a critical inflection point in the way we get and act upon our news. Trend, so far, has been to distrust media which moved readers to social networks. Numbers show there is even less trust in social media and echo chambers with closed groups can be a threat to democracy (France: 35% general news vs 19% social networks, USA: 34% general news vs 13% social networks). So, what do we do?
Media must be driven by their brand values.
See point #1 above and more in this blog post “Optimism and method for greater trust in media”
Media must be profiled to be identified.
Yes, this is why we are doing TrustedOut. We will in production in early 2019 but are already accepting beta testers (interested? let us know asap).
While identifying who’s talking is mandatory to anything you do with any content, TrustedOut focused, for now, on Business to Business with…
IMMEDIATE BENEFITS FOR:
‣ Business Intelligence: Trust the Decisions you make with content you trust.
‣ Brand Safety: Define the perimeter of media you trust to promote your brand.
‣ PR Coverage: Set and compare different media groups by trust levels.
Questions? Please visit our FAQ or contact us!