Scott Maier University of Oregon News Accuracy: Trans-Atlantic Perspectives

Accuracy: Foundation of media credibility "Accuracy is our prime directive, with everything else flowing from it." Michael Fancher The Seattle Times “Respect for truth and for the right of the public to truth is the first duty of the journalist.” International Federation of Journalists

News Accuracy Public view hits two decade low How often errors really occur? Does accuracy really matter? Pew Research Center 2010

News Accuracy Study Investigators: Philip Meyer, University of North Carolina Scott Maier, University of Oregon Instrument: 4-page questionnaire Sample: 7,600 news stories in 22 newspapers Response Rate: 68 percent

U.S. News Accuracy Factual errors found in nearly half of news stories Three errors per story Highest error rate in 70 years of research

Factual errors

Subjective Errors

Causes of error

Accuracy Matters Credibility drops measurably with each error. Error explains one third of perceived story credibility. Errors impair relationship with sources: Willingness to serve as source drops with error

European Journalism Observatory Director: Prof. Dr. Stephan Russ-Mohl Principle investigators: – Colin Porlezza – Marta Zanichelli Consultant: Scott Maier

European Journalism Observatory 1000 news stories in 5 Swiss newspapers 1000 news stories in 5 Italian newspapers SwitzerlandItaly Tages-AnzeigerL’Eco di Bergamo Aargauer ZeitungIl Resto del Carlino Berner ZeitungIl Giornale di Sicilia SüdostschweizIl Giornale di Brescia Basler ZeitungIl Secolo XIX

European Journalism Observatory Replicated U.S. study Surveyed quoted information sources Local byline articles from front page, local, business and lifestyle sections Response rates: 50% Swiss sample 15% Italian sample

Stories with factual error(s) Swiss Newspapers Italian Newspapers U.S. Newspapers 60%52%48%

Error types Fact errorUSSwissItalian % % Misquoted Headline wrong Numbers wrong Misspelling Job title wrong Name wrong Address wrong Age wrong Location wrong Time wrong Date wrong

Stories with subjective error(s)  Quotes distorted  Essential information missing  Story sensationalized  Numbers misleading Swiss Newspapers Italian Newspapers U.S. Newspapers 56% 47%

Causes of error Causes of ErrorsUSSwissItalian %* Lack of understanding Deadline pressure Insufficient research Events were confusing Didn't ask enough questions Didn't ask right questions Laziness Pressure to scoop others Source provided misinformation * Percent of stories with errors.

Sources remain “eager” to serve Swiss sources especially willing to forgive errors Swiss Newspapers Italian Newspapers U.S. Newspapers 56%38%36% Swiss Newspapers Italian Newspapers U.S. Newspapers Trust in newspapers (from 1=little trust to 7=much trust

Accuracy Matters News accuracy a global challenge. Across nations, errors found in at least every other news article. Credibility and trust depend on accuracy. Across nations, errors diminish respect of and confidence in newspaper.

Further study needed Sample: Collect 200 to 400 news stories. Sources: Identify and locate at least one primary news source for each article. Consider partnerships: Larger and more honest response when survey independently conducted.

Further study needed  Survey: Personally addressed letter and news article with each questionnaire.  Promise confidentiality. Sources fear their complaints will be used against them.  Consider rewards: Small gift or promised donation to charity increases participation.  Delivery: Use postal mail and for maximum response.  Follow-up: Repeat two to three times.

Further study needed o Questionnaire: Available in English, German and Italian from Scott Maier,

Corrections  Only one in 10 errors reported to the newspaper.

Corrections requests Depends on: Number and severity of errors Newspaper credibility Perceived cause of error

Why errors ignored Errors considered minor Perfection not expected

Why errors ignored Sense of futility “Happens all the time” Corrections corner “useless” Make matters worse Corrections draw attention to error Fear newspaper wrath “Never pick a fight with people who buy ink by the barrel.”

Conclusions Emotional threshold: Public tolerates some error Tipping point: Demand correction Unforgiving of lazy, incomplete reporting Unforgiving of unfair reporting

Errors in a digital age The Theory: News errors online quickly identified and corrected. The Reality: Smaller staffs expected to do more. Errors frequently made in haste to post news. Online stories get little or no review by editors. Corrections never catch up with the viral spread of online news.

Errors in a digital age Mistakes easier to report Correction Buttons M E D I A B U G S

Digital Accuracy Accuracy is the prime directive in a digital age. Across nations,errors multiple on the Internet. Across nations, avoiding errors the best corrective!