Those who see no differences between news outlets are most sceptical of trust-building strategies

Percentage who say none of the strategies provided is likely to change their sense of trust among those who do versus don't see differences between news organisations

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TRUST_PRIORITY. Thinking about the four areas we have asked about, which is most likely to impact your sense of trust towards news organisations? TRUST_SELECT. Thinking about organisations that report the news (e.g. via radio, TV, Newspaper, online) in [Brazil/India/the UK/the US], which of the following comes closest to your view? There are [major/minor/no] differences between news organisations in how trustworthy or untrustworthy they are. Base: Those who see differences/no differences: Brazil = 1,297/460, India = 1,201/455, UK = 1,648/292, US = 1,603/238. Note: 'Those who see differences' includes both those who say 'there are major differences' and 'there are minor differences'.

Source: 'Strategies for Building Trust in News.' A report published by the Reuters Institute in September 2023.