El 7 de febrero, por un RT de @soniaparicio, tuve noticia del último Edelman Trust Barometer:
RT @martalent: La Confianza en 1/2 de Comunicación en España pasa del 46% al 50% según Trust Barometer http://shar.es/YWQaS vía @sharethis (
Sonia Aparicio @soniaparicio El enlace conducía a un artículo de Álvaro López en prcomunicación titulado La Confianza en los medios de Comunicación en España pasa del 46% al 50% según el Trust Barometer. Lo presentaba con la siguiente introducción:
La confianza en los medios de Comunicación en España ha experimentado una sensible recuperación respecto al 2012 según los datos del barómetro Trustbarometer 2013 que se ha presentado esta mañana en Madrid. Se trata de un informe que la agencia de Comunicación Edelman realiza anualmente a través de la Red a más de 31.000 personas de 26 países. Las ONGs lideran un año más el ranking de la confianza en nuestro país: 55% de los entrevistados confía en ellas mientras que el 50% declara confiar en los medios de Comunicación, el 44% en las empresas y el 20% en los gobiernos.
La organización responsable del informe lo presentaba así:
Edelman Trust Barometer research was conducted October/November 2012. The online survey sampled 26,000 general population respondents with an oversample of 5,800 informed publics in two age groups (25-34 and 35-64) across 26 countries. All informed publics met the following criteria: college-educated; household income in the top quartile for their age in their country; read or watch business ⁄ news media at least several times a week; follow public policy issues in the news at least several times a week.
The Edelman Trust Barometer measures the state of trust around the world by exploring trust in institutions, industries, leaders and the impact of recent crises in the banking and financial service sectors. Below is a brief overview of key findings.
Every ranking, barometer or poll is conditioned by the methodology used, the questionaire applied, the representativity of the people interviewed and the nature of the different elements of the study. Common sense is a basic premise we all should use in order to put in context each of these studies, usually produced by companies with very specific commercial or economic interests which might diffuse, determine or confuse its content. It is not necessarily the case of this barometer, but all caution is well advised.
Let’s see, as an example, the results of Edelman Barometer on trust in countries in the last three years:
Are NGO and Goverments comparable units? What do the persons participating in the study mean by trust? Are China, India and old European nations comparable units for measuring such a difficult to define concept as trust? In spite of it, a piece of information, even if partial or of limited value, is better than none at all.