Media
Media development action with informed and engaged societies
Media
After nearly 28 years, The Communication Initiative (The CI) Global is entering a new chapter. Following a period of transition, the global website has been transferred to the University of the Witwatersrand (Wits) in South Africa, where it will be administered by the Social and Behaviour Change Communication Division. Wits' commitment to social change and justice makes it a trusted steward for The CI's legacy and future.
 
Co-founder Victoria Martin is pleased to see this work continue under Wits' leadership. Victoria knows that co-founder Warren Feek (1953–2024) would have felt deep pride in The CI Global's Africa-led direction.
 
We honour the team and partners who sustained The CI for decades. Meanwhile, La Iniciativa de Comunicación (CILA) continues independently at cila.comminitcila.com and is linked with The CI Global site.
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Evidence: 2018 Edelman Trust Barometer

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Participating organisations in the Global Alliance for Social and Behaviour Change - Building Informed and Engaged Societies were asked to identify, in their opinion, the 5 most compelling research and evaluation studies that demonstrate the direct impact of this field of work on a major development issue. This was one of the nominees. For the full compiled list, please click here. For the compilation of the key impact data across all research evidence identified, please click here.

Title of paper, article, book (chapter), publication?:

2018 Edelman Trust Barometer

Name(s) of author(s)?:

Tonia E. Ries, David M. Bersoff, Ph.D., Sarah Adkins, Cody Armstrong, and Jamis Bruening

Who published this paper, article, book (chapter) or other publication?:

Edelman

What are the best extracts that highlight the evidence for the impact of a communication for development, social change, behaviour change, public engagement, or informed citizen strategy on a development issue and priority?:

Globally, nearly seven in 10 respondents among the general population worry about fake news or false information being used as a weapon (Fig. 5). Sixty-three percent agree that the average person does not know how to distinguish good journalism from rumor, and 59 percent say that it is getting harder to tell if a piece of news was produced by a respected media organization. (Executive Summary, In Search of Truth)

To which development issue does this evidence and impact data relate?:

Trust in media/trust in key institutions

To which strategic approach(es) does the evidence and impact data relate?:

Public Access to Information, SDG 16.10, Communication for development

What research methodology (ies) was/were used to produce this evidence and impact data?:

http://cms.edelman.com/sites/default/files/2018-02/2018_Edelman_Trust_Barometer_Global_Report_FEB.pdf: See methodology section

What is the URL to access this paper, article, book (chapter) or other publication?:

http://cms.edelman.com/sites/default/files/2018-02/2018_Edelman_Trust_Barometer_Global_Report_FEB.pdf

Why was this research evidence found to be useful?:

The information is being used to support arguments for increased funding for media and media development. Disinformation, lack of trust in the media and ever-decreasing funds have severely affected the role of journalist and media and are leading to unforeseen consequences for the future of both developed and emerging democracies. Without public service journalism, democracy itself becomes dangerously vulnerable and exposed to a culture of misinformation. Yet, most discussions about the journalism crisis focus on its symptoms, not its core problems.