A recent survey conducted by Wave Group, adtech performance and programmatic advertising, in partnership with Owlresearch and insightsrevealed that 9 out of 10 Brazilians have already come across fake news when reading the news. The survey, which involved the participation of more than 2,400 Brazilians and was carried out in March 2024, investigated the strategies used by the population to identify fake news and the elements that increase the reliability of the information.
Brazilians consider information from specialized websites to be more truthful, with 42% of respondents expressing this preference. The presence of experts is also an important indicator of reliability for Brazilians. In addition, 47% of respondents verify news from other sources before sharing it, demonstrating a habit of checking.
Clarity in the sources of information is essential for readers, with 59% wanting this transparency. Additionally, 51% of respondents would like to have access to a validator that can be consulted to confirm the veracity of news. Grammatical errors are another indicator of suspicion, with 33% of Brazilians looking for these errors to assess the credibility of the article. Cross-checking is also a common practice, with 54% looking for the same news on other sites to confirm its veracity.
Unfortunately, despite these habits, Brazil ranks last in the ability to evaluate fake newsaccording to a study by the Organization for Economic Cooperation and Development (OECD) with more than 40,000 people in 21 countries. This reveals the need for greater media education to improve the ability to distinguish between fake news and reliable content.
“As fake news can be partially controlled by the press, which has fact-checking processes, investigations and interviews with experts, and our research shows that news outlets can take more care to ensure the trust of readers, who are increasingly attentive. Even though, according to the OECD, we are still far behind globally”, says Daniel Kaminitz, CEO of Weach Group.
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