Kollaborativ

Folk stoler mere og mere på ligemænd – og mindre på medier

Posted in Uncategorized by poder on februar 5, 2006
Richard Edelman – 6 A.M.: The Me2 Revolution

Hvis der står en institution eller et statshoved bag udtalelser, så vil vi traditionelt synes at det er mere troværdigt, men der finder tilsyneladende en rivende udvikling sted.

Det niveau af tillid mennesker har til ligemænd er i voldsom stigning. Fra at 22% stolede på deres ligemænd i 2003 til 68% i år!

In the US, for example, the “person like yourself or your peer” was only trusted by 22% of respondents as recently as 2003, while in this year’s study, 68% of respondents said they trusted a peer. Contrast that to the CEO, who ranks in the bottom half of credible sources in all countries, at 28% trust in the US, near the level of lawyers and legislators. In China, the “person like yourself or your peer” is trusted by 54% of respondents, compared to the next highest spokesperson, a doctor, at 43%.

Nu er denne undersøgelse selvfølgelig fra USA, men der er lignende tendenser i Kina.
Også medierne står over for a miste troværdighed i forhold til brugergenereret indhold.

Beyond the lack of confidence in the traditional sources of information lies a more fundamental change, a yearning to move beyond the simple act of consumption of information to social networking. The rise of MySpace, Facebook, and Wikipedia is premised on sharing of content with a group of likeminded individuals. It is the wisdom of the crowd, with constant updating of content based on personal experience. Media companies like the BBC have already harnessed this powerful force – most notably during the horrific London bombings of July 7,2005 – to bring stories from citizen journalists on the scene to its BBC.com.

Den traditionelle skepsis, og fokus på egen troværdighed, der findes i medieorganisationer over for brugergenereret indhold, kan meget vel vise sig at være en farlig misforstået forsvarsmekanisme, der forhindrer medierne i at fastholde troværdighed i brugernes øjne.

– Jens Poder

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