More than 80% of Americans say honesty, intelligence and authenticity are important traits in their news providers. Over 90% say deep knowledge of the topics covered is at least somewhat important. Employment by a news organization or a journalism degree is less important to many people. People vary in what authenticity means: some see it as being true to oneself and showing humanity, others equate it with truthfulness and accuracy, and some are unsure. Authenticity expectations are higher for alternative news providers like podcasters and influencers. Over 90% expect accurate reporting and 84% want corrections of false or misleading information from public figures, with Democrats more likely than Republicans to favor watchdog roles.
Some people would refer to that as sort of being their true selves and bringing their humanity to the forefront. Some people thought of it as things like truthfulness, specifically, whether they're being honest and accurate and truthful with you,
And some people were kind of confused. They knew the word mattered, but they weren't entirely sure what it means.
More than 90% of respondents said that news providers "definitely" or "probably should" report the news accurately.
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