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Welcome back to the Baekdal/Plus newsletter. This is our mid-tier premium newsletter focusing on issues and trends impacting the newsroom and audience engagement.
Today we are going to talk about trust. Yes, I know, we have been talking about this for 15 years, and it is still an increasing problem. But, there is one element of it that we need to know a lot more about.
There is a new study out from Reuters Institute called, "News for the powerful and privileged: how misrepresentation and underrepresentation of disadvantaged communities undermine their trust in news".
This study is a bit special in that it has a much narrower focus, it only looked at Brazil, India, the UK, and the US, and within those countries, it looked at marginal communities. As they wrote:
In Brazil, we focused on Black and mixed-race audiences(people who identified as either preto or pardo); in India, we focused on audiences from marginalized castes or tribes and Muslim audiences; in the UK we focused on working-class audiences, and in the US we focused on Black and rural audiences.
But what makes this study so interesting is that when we look at these marginalized audiences, we see a very clear problem with the focus in the press around misrepresentation and underrepresentation.
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Baekdal is a magazine for media professionals, focusing on media analysis, trends, patterns, strategy, journalistic focus, and newsroom optimization. Since 2010, it has helped publishers in more than 40 countries, including big and small publishers like Condé Nast, Bonnier, Schibsted, NRC, and others, as well as companies like Google and Microsoft.
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