Can the Media Ever Regain Our Trust After Election 2024?

A new Pew Research Center survey spells more bad news for trust in national news media. Collected between September 16–22, 2024, the data shows that only 13% of U.S. adults say they have “a lot” of trust in the information they get from national news organizations. An additional 45% say they have “some” trust. That’s not exactly a ringing endorsement.

One of the most eye-opening findings is that Republicans are now nearly as likely to trust information from social media sites as they are from national news organizations—37% versus 40%, respectively. To put that in perspective, back in 2016, 70% of Republicans trusted national news outlets, a staggering 30-point drop in less than a decade. Meanwhile, their trust in social media has nearly doubled since 2021.

But it’s not just Republicans. Adults under 30 are now nearly as likely to trust information from social media sites (52%) as they are from national news organizations (56%). For those of us who remember a time before the internet ruled everything around us, this might seem wild. But for younger generations, getting news from social media isn’t just normal—it’s expected.

Even among Democrats, younger adults are less likely to trust national news outlets compared to their older counterparts—69% versus 86%. So, this isn’t just a partisan issue; it’s a generational one. And it certainly shows no signs of changing after the news revealing the cowardice and cynicism by the two billionaire-owned newspapers, the Los Angeles Times and the Washington Post—the latter, the Pulitzer-winning paper whose motto is “Democracy Dies in Darkness” and who famously broke the Watergate story that brought down the Nixon administration—when they announced that neither will be making an endorsement in what is the most important presidential election of our lifetimes. 

Jamison Foser, media critic and author of the Finding Gravity newsletter, points out the futility in national news organizations’ strategies: “Top leaders of news companies like The New York Times have explicitly described appealing to Republicans as a core goal that drives their news coverage. The Pew data shows it isn’t working—and it seems to be repelling younger Democrats.”

He adds, “News companies can continue to put their thumb on the scale, distorting their coverage in a way that favors Republicans in order to chase the approval of a segment of the population that does not trust them and will not be appeased by these distortions. That strategy will never win over MAGA Republicans—the last several decades should make that clear—but it will continue to drive away Democrats and independents who constitute their actual audience.”

In other words, by trying to win over a group that’s increasingly distrustful, national news outlets risk alienating those who might actually be listening.

Will Bunch, columnist at The Philadelphia Inquirer, notes, “What seems new today is that liberal-minded folks who once gently pressed journalists to do better are giving up hope. Newsroom leaders need to get smarter about who is still receptive to good journalism and provide what their audience truly wants.”

Amid all this skepticism, local news organizations are holding their ground. Sixty-six percent of Republicans and 83% of Democrats express at least some trust in local news outlets. Even among young adults, 71% trust information from local news, which is higher than their trust in both national outlets and social media. 

This enduring trust in local news could be a silver lining. If national outlets are losing ground, perhaps there’s something to be learned from their local counterparts.

So, where does this leave us? Margaret Sullivan, columnist for The Guardian and author of the American Crisis newsletter, emphasizes the importance of transparency: “News organizations can help by being as transparent as possible with their readers about how they do their work. They can make sure their journalism is trustworthy—fair, accurate, and focused on the bedrock mission of holding power to account and informing the electorate.”

Dan Froomkin, a media critic at Press Watch, echoes this sentiment: “Mealy-mouthed both-sides coverage and pandering clickbait do not earn anyone’s respect or trust. Readers and viewers can tell when they’re being dealt with honestly.”

Bunch doesn’t mince words either: “It’s crazy to prioritize balance when one side of the equation wants to toss you in jail and trash the First Amendment.”

The common thread here is that national news organizations need to return to their core mission: holding power accountable and reporting the truth, even when it’s uncomfortable.

Rebuilding trust isn’t going to be easy. As Foser suggests, media outlets can “stop skewing their coverage in order to appeal to Republicans and simply produce journalism that is worthy of trust and that tells readers and viewers true things in proportion to their importance.”

In an era where misinformation spreads like wildfire and algorithms dictate much of what we see, it’s crucial that news organizations step up. Transparency, accountability, and a commitment to the truth aren’t just lofty ideals—they’re essential for the survival of our democracy.

Perhaps it’s time for national news outlets to stop chasing an audience that isn’t interested and start focusing on delivering trustworthy journalism to those who are still willing to listen. Because if the public doesn’t trust the information they’re receiving, the entire foundation of informed discourse begins to crumble.

The Pew Research Center’s survey is a wake-up call we can’t afford to hit the snooze button on. Trust in national news media is eroding, and unless steps are taken to address the root causes, we risk further polarization and the deterioration of our democratic institutions.

As Sullivan puts it, journalism must be “fair, accurate, and focused on the bedrock mission of holding power to account and informing the electorate.” Anything less is a disservice not just to the audience but to the very fabric of our society.