Digital Society or the negative effect of media history? What is the reason of the low rate of Poles’ trust in media and what may be its impact on the promotion of companies?
A recent survey of European Trusted Brands (ETB) showed that the vast majority of Poles don’t trust the information presented on television, radio and newspapers. At the same time, more than half (56 percent) believe in the internet.
The ETB report highlights a social trend which seems to be like
a red light for leading channels of communication companies.
Faith in the message is its greatest strength. Therefore, although there is no denying that television or radio are more attractive mediums than newspapers, in comparison with the multifunctional internet, recent leaders look less prestigious.
The Digital Life survey made in 2011 revealed the fact that the internet is a reliable source of information for many Poles. Nearly half of the respondents agreed that comments about a product on the internet are deemed to be true.
I am convinced that the advantage of the network content is located in its anonymity and the joint action of users. – Many people still perceive media as a political tool. But internet emerges as the ambassador of social issues – the place of an ordinary voice of every Pole.
In addition, another extremely valuable group for the media is represented by advertisers.
Promotion of the company has no end. In my opinion the ETB study does not indicate that there will be dark clouds coming over traditional media or that advertisers will no longer invest in these forms of marketing. Rather, it shows that substantive content is gaining importance, and that the inscription “this program contains product placement” could build a distance.