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Introduction

Moorsaic Strategic Services, on behalf of Energeticcity.ca and Moose FM, is exploring how to serve the community better with news and stories that are relevant, and to understand better how to increase reader trust and engagement.  

The goal of the Media Evolution project is to learn and understand the local audience to become the curator of local news, through thoughtfully and strategically connected stories that the community might find valuable, that will resonate with them, and that will have a meaningful impact on them.  

The Objective of the survey is to explore:
- What is the trust in traditional news media (such as newspapers, news magazines, TV news, and radio news) to report the news fully, accurately, and fairly
- What is the variety of news sources accessed 
- Influence of news coverage on perceived trust 
- Diverse perspectives in Canadian news media 
- Importance of internet connectivity and methods of receiving local news 

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* 1. In the last month, have you received news from any of the following sources (check all that apply)

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* 2. In general, how much trust and confidence do you have in traditional news media - such as newspapers, news magazines, TV and radio news?

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* 3. What percentage of the news that you consume comes from the following sources? (must equal 100%)

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* 4. What level of trust do you place in the news you see on social media?

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* 5. What level of trust do you place in the news you see in print media?

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* 6. What level of trust do you place in the news from online news sources?

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* 7. What level of trust do you place in the news from TV and radio news sources?

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* 8. Has the mainstream media's coverage made you more or less trusting of mainstream news media?

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* 9. Why is it important to you that the media look to experts to help explain the issues that matter most?

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* 10. Why is it important to you that the media look to those that are local to help explain the issues that matter most to the community?

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* 11. Why are you more likely to trust local information sources?

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* 12. Do you think that your trust in media is influenced by your personal viewpoints?

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* 13. Tell us more about your trust level in local media

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* 14. Tell us more about your trust level of regional and national media

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* 15. Do you believe that all media sources are credible?

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* 16. What are the factors affecting media credibility?

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* 17. How do you determine the credibility of your news source?

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* 18. Ranked these forms of media in terms of credibility? Ranking Number 1- 11

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* 19. How do you evaluate the credibility of the information being presented?

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* 20. In reporting do audiences want journalists to be: 

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* 21. Have recent world events affected trust and credibility with the media?

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* 22. Has the pandemic contributed to an erosion of trust and credibility with the media?

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* 23. Do you think journalists are purposely trying to mislead about world issues, the pandemic, and other news stories in the last two years?

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* 24. Do you believe that journalists and reporters are purposely trying to mislead people by saying things they know are false or gross exaggerations?

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* 25. How is local media being objective and non-partisan?

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* 26. Do you think that local media provides truthful, unbiased, reliable information?

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* 27. What are your thoughts on the following statement- “News organizations are more concerned with supporting an ideology or political position than informing the public”?

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* 28. Why is local media important to you?

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* 29. How do journalists reach those suspicious or distrusting of media?

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* 30. How does media address concerns that journalists mislead people through falsehoods and exaggeration?

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* 31. If individuals don’t see their viewpoints reflected in the media coverage, how can the media reach them?

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* 32. Do you feel you having access to local media representatives would increase your confidence in local media?

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* 33. What types of local stories are you interested in seeing more of?

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* 34. What types of local stories are you interested in seeing less of?

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* 35. How is your internet connectivity?

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* 36. How important is internet connectivity to your information access?

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* 37. How important is internet connectivity in connecting with the larger world?

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* 38. Would you be more likely to read local news if you could receive it via:

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* 39. Is there anything else that you would like to share with us?

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* 40. The focus groups have already been filled as of April 23, 2002
Please disregard this question.
Would you be interested in participating in a 1-hour focus group to provide more feedback?
If yes, how would you prefer to participate?

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* 41. Demographics

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* 42. To have your name entered in the tablet draw, please provide your name, phone number, and email contact information below.

Your information will not be connected to your survey responses or shared with any outside party.

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* 43. How can you receive the results of the survey?

Results from the Media Evolution: Striving to Serve project polls, this survey, and the focus groups can be found at www.engergeticcity.ca/evolution

For information on how to get involved in the Media Evolution: Striving to Serve project contact evolution@moorsaic.ca 

Thank you for taking time out of your day to complete this survey. 

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