The survey of 2,000 people by OnePoll found that 76 percent agree that the role of journalism today matters more than ever – citing the spread of fake news and misinformation, a powerful government with little opposition, and a devolution agenda transferring powers to the regions as the main three reasons.
Social media (71 percent) was highlighted as the main culprit when it comes to fake news and misinformation, and 67 percent of respondents believe this misinformation directly impacts politics in the UK.
Nearly eight in 10 people believe tech firms should be fined heavily if they allow fake news on their platforms – while 60 percent think advertisers should stop funding, or severely reduce, their investment if these companies continue to allow misinformation to spread.
Jo Allan, CEO of Newsworks, said: “It is really encouraging to see that most people in the UK understand and value the important role journalism plays in all our lives – and that appreciation only appears to be growing.
“In a year where politics has dominated the domestic and international agenda, journalism continues to play a crucial role in holding those in power to account. And of course, against a backdrop of fake news, misinformation and disinformation, trusted journalism matters to people more than ever before.”
Six in 10 respondents also said AI firms and big tech companies should not be allowed to use copyrighted works such as journalism to train AI without clear permission.
NMA chief executive Owen Meredith said: “Journalism matters more than it ever has done before, as our democratic way of life is increasingly challenged in various ways.
“The debate around AI and IP is an important opportunity for the government to stand up for journalism and the creative industries by maintaining the robust copyright protections which have allowed the UK creative to become a growth powerhouse, respected and admired across the world.”
The survey also found that, following the Labour Party’s landslide victory in the July general election, the role of trusted journalism scrutinizing government is seen as more important by the public.
Sixty-four percent of respondents agreed that journalists’ role in holding power to account is even more important when the Westminster government has a large majority of MPs in the House of Commons.
The survey found the same trend at a local level. Sixty-six percent of respondents said local news media will become even more important in representing communities as the government pursues its devolution agenda, transferring power away from Westminster to the nations and regions.