A common danger unites even the bitterest enemies

Trust in news and journalism in the Netherlands has been high for many years, and appears to be stable. But at the same time, the number of people that do not trust the media is growing – and becoming more empowered. The fact that this question came out as urgent shows that the sector does not take consumers’ trust for granted, but that trust is under pressure due to increasing differences in society and requires hard work to gain and keep.

Are journalists, by law and in practice, able to do their job according to the ethical standards of the sector? This is not just about freedom of speech, a government that provides information when asked and editorial freedom regarding commercial interests. Unfortunately the past few years have seen an increase in the number of threats and violent crimes against journalists. To what extent will journalists be able to do their job safely? And how much does the average citizen care?

The media landscape will always be subject to change, and the pace of change is expected to grow. Will the media landscape become more fragmented, with lots of small brands and channels targeting like-minded followers? Will mainstream media with a diverse audience still exist? What negotiating power will media companies have against big tech? What is the potential and allowed degree of data-driven personalisation? How and to what extent are consumers paying for content?

New technologies and ever-changing consumer behaviour ask for new ways to tell stories and allow for more interaction with followers. More data, misinformation and disinformation make it more difficult to check facts. It is clear that journalists will need new and different skills – skills that are also highly sought after in other sectors. To what extent will it be possible to train journalists – and keep them? Or will we find the necessary skills by entering into new and different partnerships?

The influence of social media and search engines on the public debate is undeniably big. By moderating (or not), banning leading politicians and letting algorithms spread more or less extreme messages, they directly influence the public debate. How big will this influence be? And how will society and governments respond, for example by radically regulating big tech?

Events such as #metoo, the Black Lives Matter movement and the Zwarte Pieten debate show that there has been a social shift. Are editorial boards changing colour and becoming a reflection of society? Do different groups in society feel like they are adequately represented by the media and by journalists? Are media organisations capable of creating an inclusive working culture where differences are seen as a source of strength rather than tension?

There are significant differences between generations when it comes to consuming news and information. Young people tend to prefer their news and information in smaller chunks and use social media much more often than the older generation, who tend to watch the news or read the newspaper at set times during the day. Older people tend to trust a certain brand and expect journalists to be independent in their reporting, whereas younger generations are convinced that news coverage is always coloured by a journalist’s or editor’s own perspective. They want the creators of the content to be aware and transparent about this. What does this mean for the demands we place on journalism? To what extent with journalists and media companies be able to serve both young and old?