The Media Insight Project April 14, 2021: “The deep divides over trust in the news media are usually portrayed as largely ideological. Democrats are seven times more likely than Republicans to say they trust the mainstream media, and independents are four times as likely.But the argument over media trust often has the feel of people talking past each other—many journalists denying they slant the news to help one party over another, while many of their critics, especially on the right, scoff at that denial. Still others, particularly on the left, question whether some basic notions of journalistic independence and open-minded inquiry are a delusion and the press should become more strictly partisan. A major study released today by the Media Insight Project, a collaboration of the American Press Institute and The Associated Press-NORC Center for Public Affairs Research, opens up a new way of looking at the issue of media trust and may offer new avenues to address it. The study finds that not all Americans universally embrace many of the core values that guide journalistic inquiry…”

• Overview
• What we set out to do
• The moral values and journalism values of Americans
• Story experiments: Broaden appeal through moral framing
• Clusters: 4 groups linked by their moral & journalism values
• Revenue: Sell subscriptions by appealing to moral values
• Study methodology, PDF and topline
• Appendix I: Moral and journalism values questionnaires
• Appendix II. Panel of experts
• Appendix III: Experimental stories