Abstract
Based on the Nationwide Public Opinion Survey on Attitudes Towards Media, this paper reports on the current landscape of people's media use and attitudes, including their trust in the media.
The downward trend in real-time television viewing continues, particularly among young people, and habitual television viewing is also beginning to decline among middle-aged and older people. Meanwhile, online video services such as YouTube have become firmly established as part of everyday media use. However, the growth in the use of social media and online video services has shown signs of reaching a plateau. In terms of user benefits, television is highly appreciated in many respects, but these favorable evaluations are largely driven by older people, whereas younger people tend to use social media and online video services selectively for specific purposes.
In terms of trust in the media, mass media outlets such as NHK and newspapers are trusted by a relatively large proportion of respondents. Among younger people, however, the gap in trust between these outlets and digital services is narrowing. Regarding the factors that people consider important when deciding whether to trust information provided by the media, "accuracy of content" ranks highest. In addition, younger and middle-aged people, as well as those with relatively low levels of trust in television, place greater importance on factors such as the clarity of information sources, transparency in editorial practices, and the reputation of the information provider.
Regarding both media use and attitudes, no single digital medium has emerged as a powerful replacement for television as a medium on which people rely. The survey suggests that, in a society with an abundance of information and a wide range of media choices, people are using different media for different roles and purposes more than ever before. Television and newspapers, too, appear to be regarded as part of this range of media choices.
