In the most recent addition to Weber Shandwick, Powell Tate and KRC Research's ongoing investigation of 'Civility in America' they explore the topic of fake news. Given the contentiousness of the 2016 US elections and the heightened role of social media and news media, the researchers wanted to gather insight into how fake news was faring in the public domain. The report highlights four key findings on American's awareness of fake news, their level of concern and the impact of fake news on civil discourse and behaviour in America.
Highlights:
- Fake news is found to be public knowledge with 75% American having heard the term. Men are significantly (79%) more likely than women (70%) to know of the term and awareness of the term declines by age although these generational differences are not significant. However, 74% American still find it difficult to determine between fake and real news.
- Americans blame the media, social media, attention seekers and political entities for the spread of fake news with only 9% saying they have ever shared a fake news online.
- A majority of Americans (82%) are concerned about the dissemination of fake news with nearly half (47%) saying they were "very" concerned.
- Seven in 10 Americans (71%) think fake news is contributing to incivility in the country. This is a largely common view held across gender and generation.