MEGATRENDS AND MEDIA

MEDIA AND MARKETING GAMES OF THE OLIGARCHS
was conirmed a statistically signiicant difference between men and
women (d = 1.42) signiicance level of less than 0.001. The credibility
of the media in the Czech Republic and Slovakia is low. Interesting is,
that respondents are even more critical to the objectivity of medias as
to the credibility of the media. Psychologically we can explain it, that by
the fact that when asked whether someone we trust in the process of
mental processing (assessment) enters the emotions, because in such
a question we feel some conidence, we perceive it as more personal
question, of whether you consider any information to be objective.
This type of question we consider (mental processing) more rationally,
so we reply more honestly and we are more opened than in questions
with emotional overtones, where we have a tendency not to be so openminded,
at least part of the population. These results correspond with
previous researches of credibility of the media. In the Czech Republic in
2005, 56% of respondents trusted in media. 7 In Czech Republic in 2010,
58% of respondents trusted in television and 48% trusted in press. 8
According to the Edelman Trust Barometer, the situation in 2013 is even
worse. In Slovakia, to the media trusted only 23%, in the Czech Republic
27% and in the rest of the world 57% of respondents. 9 This agency is in
their researches focusing only on the more informed and thus educated
part of the population. The Agency notes, that credibility varies also as a
result of media scandals in the countries.
Interpretation of results
The results conirmed our assumption that people largely do not trust
media. So the question is, what everything is taking part on this distrust?
Statistically signiicant difference between men and women in the
perception of credibility and objectivity of the media is not surprising,
because it is known that women respond as a priority on phenomena of
life more emotionally than men, who react more rationally. Emotional
attitude has in itself tend more to trust than a rational attitude, which
tends to a critical analyzing of the subjects, which is relected in less
credibility.
7 ŠAMANOVÁ, G. ŠKODOVÁ, M.: Média ve výzkumu veřejného mínění. In Naše
společnost, 2005, Vol. 3, No. 2, p. 14.
8 ČERVENKA, J.: Důvěra některým institucím veřejného života. [online]. [2013-
09-24]. Available at: , p. 2.
9 EDELMAN TRUST BAROMETER [online]. [2015-03-25]. Available at:
.
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