According to the latest research on media and digital literacy conducted by CeSID and Propulsion Fund with the support of USAID Serbia, the average television content consumer in Serbia is a woman, who has completed two or three years of high school, is retired or unemployed, lives in a city and is over 40 years old.
This person cannot distinguish what is propaganda, fake news, misinformation or deception. They believe there is no completely reliable source of information and very rarely pays attention to sources of news. A short video about daily events is the format (type) of information that best suits such person and they usually access the Internet via a mobile phone or tablet.
Consumers of print media are mostly over 54 years old and retired, and are likely to have completed high school or university. The average consumer of print media believes that there is no reliable source of information. In addition, they very rarely check sources. They claim that they can usually recognize propaganda, fake news and misinformation because of their prior knowledge or first-hand information. A short summary text is the type of information that best suits the print media users. They access the Internet via a mobile phone.
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Internet portals and websites are most often used for information purposes by people who have the following characteristics: graduate / doctorate, lives in a city, has a job and is between 24 and 32 years old. People who go on websites generally do not recognize propaganda, fake news, misinformation or deception. They believe that there is no completely reliable source of information and very rarely pay attention to sources. A short video is the most desirable format (type) of information for them and they access the Internet via their mobile phones.
The average consumer of social media content is a woman, under 32 years old, who lives in a city. Very often she is a student or has completed high school. She is unable to recognize propaganda, fake news and misinformation. She believes that there is no reliable source of information and very rarely pays attention to sources. A short video is the most suitable format (type) of information for her, while she usually accesses the Internet via her mobile phone.
The survey was conducted in the period between 10 and 28 November 2019, on the territory of the Republic of Serbia (without Kosovo and Metohija) on a representative sample of 1,147 adult citizens of Serbia. A questionnaire of 104 questions was used as a research tool.
(Nova Ekonomija, 02.11.2020)
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