Social media are the top source of information for people in Serbia

According to the latest research on media and digital literacy in Serbia, people trust websites the most (24% of the survey participants). Three-quarters of the survey respondents get most of the information from social media, as does 88% of the population up to the age of 24.

Serbian citizens spend 104 minutes a day on social media, 81 minutes listening to the radio, 77 minutes watching TV, and 23 minutes reading newspapers and magazines.

As far as traditional media go, people trust television the most (19% of respondents), followed by the press (3%) and then by the radio (2%). The research was conducted by CeSID, on a sample of 1,171 citizens aged between 12 and 60, as part of the Inicijativa za novu digitalnu i medijsku pismenost programme (Initiative for a new digitalization and media literacy programme), devised by Propulsion, in collaboration with the United States Agency for International Development (USAID).

When it comes to trusting media, traditional media are losing advantage, because people trust websites (24%) more. Facebook stands out among social media as it used daily by 60% of survey respondents, followed by YouTube, Instagram and Viber.

The average level of media literacy in Serbia, on a scale of up to 10, is 6.8, while digital literacy is slightly higher and stands at 7.3.

“For the first time ever, we have developed a media and digital literacy index, leaving people to self-evaluate. We will try to convey the results to all actors in the media sector, as well as urge them to plan their activities according to the expectations and behaviour of the community in which they operate, ”said Bojan Klačar, Director of CeSID.

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The research also shows that half of the citizens never pay attention to the sources of media content, that is to the authors of the news, which certainly affects the media and digital literacy index in Serbia. It can be concluded from all of the above that people in Serbia are exposed to a multitude of media and digital content which quality is questionable and the ability of people to navigate this complex maze of information is limited.

When it comes to the quality of media content broadcast on television, radio, website, social networks and in the press, it is noted that media representatives are prone to criticism and negative attitudes – more than half of respondents believe that content broadcast on television and on the print are low quality or bad.

Media representatives have the general impression that people trust the media more than they do, especially when it comes to traditional media. In the process of creating the content, the media primarily care that it is controlled and accurate (more than half of the survey respondents believe this) and the second criterion is the need for the content to meet professional standards.

Facebook is perceived as a social network that is the most effective for the promotion of content, with 2/3 of the respondents agreeing with this, while the number of those who choose Twitter or Youtube is practically negligible. When it comes to the future, there is a significant willingness of two-thirds of the survey respondents to support initiatives related to media literacy.

(Danas, 29.09.2020)

This post is also available in: Italiano

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