{"id":2412,"date":"2012-12-08T12:00:40","date_gmt":"2012-12-08T11:00:40","guid":{"rendered":"http:\/\/www.mediosmejoresqueganenmas.org\/?p=2412"},"modified":"2014-09-23T11:10:32","modified_gmt":"2014-09-23T10:10:32","slug":"sin-confianza-no-hay-transaccion-encuesta-edelman-2012","status":"publish","type":"post","link":"https:\/\/mediosmejoresqueganenmas.com\/en\/recursos-multimedia\/sin-confianza-no-hay-transaccion-encuesta-edelman-2012","title":{"rendered":"No transaction without TRUST; <em>no trust without evidence of VALUES<\/em> \u2013But WHOSE values&#8230;?"},"content":{"rendered":"<div class='booster-block booster-read-block'>\n                <div class=\"twp-read-time\">\n                \t<i class=\"booster-icon twp-clock\"><\/i> <span>Read Time:<\/span>43 Minute, 13 Second                <\/div>\n\n            <\/div><p><strong>1.<\/strong> The 2012 Edelman Trust Barometer <span style=\"color: #000080;\"><span style=\"text-decoration: underline;\"><a href=\"http:\/\/www.slideshare.net\/EdelmanSpain\/2012-trust-barometer-espaa#btnNext\">[<\/a>summary regarding Spain]<\/span><\/span> <span style=\"color: #000080;\"><span style=\"text-decoration: underline;\"><a href=\"http:\/\/trust.edelman.com\/trust-download\/global-results\/\">[global summary in English]<\/a><\/span><\/span> , the conclusions of which are presented in this video, shows a major drop in credibility and trust, towards almost all institutions, in practically all of the countries included in the study. That said, what&#8217;s new\u2026?<\/p>\n<p><strong><span style=\"color: #008080;\">Let us examine a few press headlines from the last three years, chosen at random, to understand what set off this crisis in trust, and the way it is affecting the media:<\/span><\/strong><\/p>\n<ul>\n<li><span style=\"color: #000080;\"><span style=\"text-decoration: underline;\"><a href=\"http:\/\/www.eleconomista.es\/cultura\/noticias\/2574703\/11\/10\/MGM-studio-files-bankruptcy-eyes-lender-takeover.html\">\u201cMGM Studio Files Bankruptcy; Eyes Lender Takeover\u201d<\/a><\/span><\/span> [MGM Studios, producers of the James Bond franchise, declare bankruptcy in court]; Jonathan Stempel; Gerald E. McCormick &amp; Dave Zimmerman, eds.; <em>El Economista.es;<\/em> Nov. \/ 3 \/ 2010.<\/li>\n<li>\u201c<strong>The Music Industry is Dying a Slow Death<\/strong>. Not just because of illegal downloading [&#8230;]: The record labels and the radio conglomerates are simply self-destructing. <strong>Over 40% of the music purchased today is comprised of \u201ccatalogue items\u201d<\/strong>, meaning music that the public is already familiar with: Older established artists. This is also true on the live concert circuit.\u201d Taken from:\u00a0<span style=\"color: #000080;\"><span style=\"text-decoration: underline;\"><a href=\"http:\/\/rense.com\/general92\/goodbye.htm\">Clark McClelland; \u201cChanges are Coming\u201d<\/a><\/span><\/span>;\u00a0 Dec.\/ 25\/ 2010.<\/li>\n<li><span style=\"color: #000080;\"><span style=\"text-decoration: underline;\"><a href=\"http:\/\/cultura.elpais.com\/cultura\/2012\/11\/19\/television\/1353355364_383068.html\">\u201cBoycotter of<\/a><a href=\"http:\/\/cultura.elpais.com\/cultura\/2012\/11\/19\/television\/1353355364_383068.html\"> &#8220;La Noria&#8221; [a television program] Taken to Court by TeleCinco [television station]<\/a><\/span><\/span> \u2013a blogger who sparked a massive social protest against the huge payments given to suspected and confessed criminals (and their relatives) by a number of communications media sources, is charged in court for having sparked a citizen&#8217;s movement! The station forced him to issue a retraction before a notary, to regain his freedom\u2013; Rosario G. G\u00f3mez; <em>El Pa\u00eds;<\/em> Nov. \/ 19 \/ 2012.<\/li>\n<li><span style=\"color: #000080;\"><span style=\"text-decoration: underline;\"><a href=\"http:\/\/internacional.elpais.com\/internacional\/2012\/02\/12\/actualidad\/1329005619_125608.html\">\u201cThe Arrest of &#8220;The Sun&#8217;s&#8221; Top Leadership puts Murdoch [the owner] up Against the Ropes<\/a><a href=\"http:\/\/internacional.elpais.com\/internacional\/2012\/02\/12\/actualidad\/1329005619_125608.html\">\u201c<\/a><\/span><\/span>; Walter Oppenheimer; <em>El Pa\u00eds;<\/em> Feb. \/ 12 \/ 2012; p. 5.<\/li>\n<li><span style=\"color: #000080;\"><span style=\"text-decoration: underline;\"><a href=\"http:\/\/elpais.com\/diario\/2011\/07\/19\/portada\/1311026403_850215.html\">\u201cThe \u2018Murdoch case\u2019 Plagues Cameron [England&#8217;s primer minister]: The First Journalist to Report on Illegal Listening Found Dead\u201d<\/a><\/span><\/span>; Walter Oppenheimer; <em>El Pa\u00ed<\/em>s; July \/ 19 \/ 2012.<\/li>\n<li><strong>\u201cRCS [Italian media conglomerate] Admits Serious Deterioration of the Publisher of \u2018<\/strong><span style=\"color: #000080;\"><span style=\"text-decoration: underline;\"><a href=\"http:\/\/www.mediosmejoresqueganenmas.org\/tag\/el-mundo\">El Mundo<\/a><\/span><\/span><strong>\u2019<\/strong>\u201c; <em>El Pa\u00eds;<\/em> Feb. \/ 15 \/ 2012. In the digital edition: <span style=\"color: #000080;\"><span style=\"text-decoration: underline;\"><a href=\"http:\/\/economia.elpais.com\/economia\/2012\/02\/14\/actualidad\/1329215890_629937.html\">\u201cEl Mundo\u2019s Publisher Costs its Parent Company 300 Million<\/a><\/span><\/span>\u201c.<\/li>\n<li><span style=\"color: #000080;\"><span style=\"text-decoration: underline;\"><a href=\"http:\/\/sociedad.elpais.com\/sociedad\/2012\/06\/27\/actualidad\/1340791624_841476.html\">\u201cVocento Closes Down the Free Daily Publication \u2018Qu\u00e9!\u2019 this Friday\u201d<\/a><\/span><\/span> ; Rosario G. G\u00f3mez; <em>El Pa\u00eds<\/em>; June \/ 28 \/ 2012.<\/li>\n<li><span style=\"color: #000080;\"><span style=\"text-decoration: underline;\"><a href=\"http:\/\/religionenlibertad.com\/articulo.asp?idarticulo=10292\">\u201cPRISA, the Secular Media Group, Must Sell &#8216;SER&#8217;, &#8216;Cuatro&#8217; and &#8216;Digital +&#8217; [several of their radio and television channels]\u201c, to Avoid Bankruptcy\u201d<\/a><\/span><\/span>; Luis del Real Espanyol; \u201c<em>Religi\u00f3n en Libertad\u201d <\/em><em>(Religion under Freedom)<\/em><em>; <\/em>Aug. \/ 7 \/ 2010.<\/li>\n<li><span style=\"color: #000080;\"><span style=\"text-decoration: underline;\"><a href=\"http:\/\/cultura.elpais.com\/cultura\/2011\/07\/01\/actualidad\/1309471204_850215.html\">\u201cThe Attorney General&#8217;s Office Anti-Corruption Unit Investigates the Spanish Writers&#8217; Guild<\/a> <a href=\"http:\/\/cultura.elpais.com\/cultura\/2011\/07\/01\/actualidad\/1309471204_850215.html\">[&#8220;Sociedad General de Autores y Editores de Espa\u00f1a&#8221; (General Association for Authors and Publishers in Spain)]<\/a><\/span><\/span><strong> for alleged crimes involving the diversion of funds and wrongful appropriation.- Agents searched the SGAE&#8217;s offices in Madrid.- The <\/strong><span style=\"color: #000080;\"><span style=\"text-decoration: underline;\"><a href=\"http:\/\/www.mediosmejoresqueganenmas.org\/tag\/sgae\">SGAE<\/a><\/span><\/span><strong>, \u2018surprised\u2019 because the search took place the day after the elections\u201d<\/strong>; Francisco Mercado, Elsa Fern\u00e1ndez Santos and Gregorio Belinch\u00f3n; <em>El Pa\u00eds;<\/em> July \/ 01 \/ 2011.<\/li>\n<li><strong>\u201cThe Main [political] Parties in Greece Founder\u201d<\/strong>; <em>Qu\u00e9;<\/em> July \/ 05 \/ 2012; p. 6 [print edition]. In the digital edition: <span style=\"color: #000080;\"><span style=\"text-decoration: underline;\"><a href=\"http:\/\/www.que.es\/ultimas-noticias\/internacionales\/201205060016-grecia-juega-futuro-rc.html\">\u201cGreeks Punish [both] Conservatives and Socialists\u201d<\/a><\/span><\/span>.<\/li>\n<li><span style=\"color: #000080;\"><span style=\"text-decoration: underline;\"><a href=\"http:\/\/www.votoenblanco.com\/El-fracaso-de-los-partidos-politicos-PP-y-PSOE-ofrecen-un-balance-dramatico-plagado-de-injusticias-deslealtades-y_a4885.html\">\u201cThe Failure of the Political Parties\u2026: PP (main allegedly conservative party) and PSOE<\/a><a href=\"http:\/\/www.votoenblanco.com\/El-fracaso-de-los-partidos-politicos-PP-y-PSOE-ofrecen-un-balance-dramatico-plagado-de-injusticias-deslealtades-y_a4885.html\"> (main allegedly socialist\/liberal party)<\/a> paint a compelling picture, fraught with injustice, betrayals and damages to Spain\u201d<\/span><\/span>; Francisco Rubiales writes: \u201cThe most recent poll published by \u2018El Pa\u00eds\u2019 on July 29, is devastating for Rajoy and for Rubalcaba. It shows that the PP is losing support; but [that] the PSOE, in spite of its adversary&#8217;s losses, is not gaining momentum. The data show that Spaniards do not forget their politicians&#8217; political abuses, wrongdoings or mistakes; and that they are following in the footsteps of Greece, a nation whose electorate punished the main parties responsible for the economic disaster and the decline in living standards at the polls [&#8230;The next elections&#8230;] will witness the collapse of today&#8217;s great Spanish mafia parties. \u201d <em>(sic)<\/em>; Aug. \/ 1 \/ 2012.<\/li>\n<li><strong>\u201cScandal and Impunity: Political Spying. Tapping into public figures&#8217; phone conversations for their dissemination, happens more and more frequently during election times. The cases brought before the &#8216;PGR&#8217; [Attorney General&#8217;s Office of the Mexican Republic] in recent years, remain on the docket\u201d<\/strong>; &#8216;<em>Reforma&#8217; <\/em><em>newspaper<\/em><em>,<\/em> &#8216;<em>Enfoque&#8217; <\/em><em>section<\/em>; J\u00e9sica Zerme\u00f1o; p. 4 [print edition]. The digital edition does not provide free access; <span style=\"color: #000080;\"><span style=\"text-decoration: underline;\"><a href=\"http:\/\/busquedas.gruporeforma.com\/libre\/acceso\/acceso.htm?urlredirect=http:\/\/busquedas.gruporeforma.com\/reforma\/Documentos\/DocumentoImpresa.aspx?ValoresForma=1358153-1066,j%25u00e9sica+zerme%25u00f1o\">subscribers&#8217; link.<\/a><\/span><\/span><\/li>\n<li><span style=\"color: #000080;\"><span style=\"text-decoration: underline;\"><a href=\"http:\/\/www.24-horas.mx\/version-impresa\/febrero-15-2012\/\">\u201cAccusations of Plagiarism cost Sealtiel Alatriste his Post. He leaves the Department for Cultural Dissemination at the UNAM [National Autonomous University of Mexico]\u201c<\/a><\/span><\/span>; Jorge Cisneros; &#8216;<em>24 Hora<\/em>s&#8217;<em>;<\/em> Feb. \/ 15 \/ 2012, p. 4. And as though this were not shameful enough for the Mexican academic and intellectual communities \u2013since he interspersed texts by different authors and <span style=\"color: #000080;\"><span style=\"text-decoration: underline;\"><a href=\"http:\/\/www.mediosmejoresqueganenmas.org\/tag\/internet\">internet<\/a><\/span><\/span> pages in his work as though he had written them, the article adds: \u201cThe majority of the writers who criticized the now former director of Cultural Dissemination at the UNAM, have something in common: They collaborate at the jounal &#8216;<em>Letras Libres&#8217; <\/em><em>(Free Letters)<\/em>\u201c, the \u201crival\u201d faction \u2013\u2026which proves that the intellectual and political old-boys, are connected with cover-ups or removals related to certain individuals, rather than the latter&#8217;s behaviour\u2013.<\/li>\n<li><span style=\"color: #000080;\"><span style=\"text-decoration: underline;\"><a href=\"http:\/\/www.24-horas.mx\/a-domicilio-fil-entrega-premio-a-bryce-echenique\/\">\u201cHome Delivery [of the] &#8216;FIL'[International Book Fair at Lima] Award, Given to [the author] Bryce Echenique\u201d, Due to Plagiarism Scandal<\/a><\/span><\/span>; &#8216;<em>24 Hora<\/em>s&#8217; [digital edition]; Oct. \/ 18 \/ 2012.<\/li>\n<li><span style=\"color: #000080;\"><span style=\"text-decoration: underline;\"><a href=\"http:\/\/www.24-horas.mx\/las-misses-del-narco-bellezas-que-huelen-a-polvora-fotos\/\">\u201cMar\u00eda Susana Flores G\u00e1mez, Sinaloa Woman [&#8220;Miss Sinaloa&#8221; 2012]<\/a><a href=\"http:\/\/www.24-horas.mx\/las-misses-del-narco-bellezas-que-huelen-a-polvora-fotos\/\">, Dead After Clash with Army\u201d<\/a><\/span><\/span><strong> \u2013traveling with drug lords<\/strong>; she died at the age of 22\u2013; Israel Zamarr\u00f3n; Dec. \/ 1 \/ 2012.<\/li>\n<li>In cycling, the case of champion racer Lance Armstrong&#8217;s doping history brings other cases to light, such as that of the Spanish team <span style=\"color: #000080;\"><span style=\"text-decoration: underline;\"><a href=\"http:\/\/www.mediosmejoresqueganenmas.org\/tag\/kelme\">Kelme<\/a><\/span><\/span>. But <em>many more <\/em><em>have been reported, in different sports and countries, over the course of many years<\/em>. Cyclist <span style=\"color: #000080;\"><span style=\"text-decoration: underline;\"><a href=\"http:\/\/www.mediosmejoresqueganenmas.org\/tag\/jesus-manzano\">Jes\u00fas Manzano<\/a><\/span><\/span> told a judge (in February of 2013): <strong> Any athlete who refused to take drugs, was simply fired<\/strong> (<span style=\"color: #000080;\"><span style=\"text-decoration: underline;\"><a href=\"http:\/\/www.20minutos.es\/noticia\/1729697\/0\/manzano\/juicio-operacion-puerto\/dopaje\/http:\/\/\">interview and video from the newspaper &#8217;20Minutos<\/a><\/span><\/span>&#8216;; <span style=\"color: #000080;\"><span style=\"text-decoration: underline;\"><a href=\"http:\/\/www.cope.es\/detalle\/Jesus-Manzano-En-Kelme-si-no-te-dopabas-te-ibas-a-la-puta-calle.html\">interview broadcast by &#8216;COPE&#8217; radio<\/a><\/span><\/span>).<\/li>\n<li><span style=\"color: #000080;\"><span style=\"text-decoration: underline;\"><a href=\"http:\/\/cincodias.com\/cincodias\/2012\/10\/25\/empresas\/1351331936_850215.html\">\u201cAdvertising Remains in Slump: Drops 16,7% in Nine Months [from January to September], Only Internet Holds its Ground\u201d<\/a><\/span><\/span>; C. Castell\u00f3; <em>Cinco D\u00edas<\/em> [daily financial newspaper]; Oct. \/ 26 \/ 2012, p. 13 [Original link disappeared from the cyberspace: http:\/\/www.noticias.com\/la-publicidad-no-levanta-cabeza-cae-un-16-7-hasta-septiembre.1891063]\n<p>. [NOTE ADDED IN 2014: No changes in this regard, as we can see: http:\/\/www.prnoticias.com\/index.php\/prensa\/59-prensa-pr-\/20124260-el-pais-no-levanta-cabeza-sus-ingresos-por-publicidad-en-papel-caen-un-25-hasta-julio]<\/li>\n<li><span style=\"color: #000080;\"><span style=\"text-decoration: underline;\"><a href=\"http:\/\/www.cronica.com.mx\/nota.php?id_nota=521834\">\u201cMajority of Mexicans do not go on Internet due to Lack of Interest: [according to] Study [Habits and Perceptions of Mexicans Regarding Internet]\u201c<\/a><\/span><\/span>; Arturo Ascenci\u00f3n; Newspaper &#8216;<em>Cr\u00f3nica [La Cr\u00f3mica de Hoy]&#8217;;<\/em> July \/ 28 \/ 2010.<\/li>\n<li><span style=\"color: #000080;\"><span style=\"text-decoration: underline;\"><a href=\"http:\/\/sociedad.elpais.com\/sociedad\/2012\/02\/16\/vidayartes\/1329417550_857489.html\">\u201cTime for Soul-Searching by Business Schools. The International Financial Crisis Calls into Question the Training Given to Elite Managers\u201d<\/a><\/span><\/span>; Carmen S\u00e1nchez Silva; &#8216;<em>El Pa\u00eds&#8217;;<\/em> Feb. \/ 17 \/ 2012, p. 26. And: \u201cCoffee with\u2026 Mary C. Gentile: \u201c<span style=\"color: #000080;\"><span style=\"text-decoration: underline;\"><a href=\"http:\/\/sociedad.elpais.com\/sociedad\/2012\/11\/26\/actualidad\/1353950729_051536.html\">\u2018You don&#8217;t have to be a hero, but you can be ethical\u2019 -The American professor teaches how to incorporate values in businesses\u201d<\/a><\/span><\/span>; Amanda Mars, &#8216;<em>El Pa\u00eds&#8217;<\/em>, Madrid, Nov. \/ 26 \/ 2012 <strong>\u2013<\/strong>the professor, a business ethics specialist, admits that in today&#8217;s business and institutional worlds, there is often no place for ethical behaviour, unless it takes the form of helping colleagues and institutions feel like they are being obeyed, not being criticised, or not at risk\u2026 <strong>\u2013<\/strong>.<\/li>\n<li>\u201cAlthough the Government data offers no explanations for the growing percentage of [university students who do not engage in sexual relations at all], there has been plenty of speculation [&#8230;] <em>Some cite the rise of the abstinence movement,<\/em> while others point to the easy access to internet porn and to an overtly sexualized culture that has made young people somewhat biased about sex [either for or against it]\u201c. Sharon Jayson; <em>USA Today<\/em>; March \/ 31 \/ 2012. <span style=\"color: #000080;\"><span style=\"text-decoration: underline;\"><a href=\"http:\/\/usatoday30.usatoday.com\/news\/health\/wellness\/dating\/story\/2011\/03\/More-hookups-on-campuses-but-more-virgins-too\/45556388\/1\">\u201cMore College \u2018Hookups\u2019, but Also More [chaste students who never engage in sex]\u201d<\/a><\/span><\/span>Oddly enough, the critics of this article, did not question the increasing reevaluation of chastity among youth, but rather pointed to the fact that the \u201chookup culture\u201d never became as prevalent as communications media would have us believe normal: <span style=\"color: #000080;\"><span style=\"text-decoration: underline;\"><a href=\"http:\/\/www.datesafeproject.org\/2011\/hook-up-culture-is-a-myth\/\">\u201cHook up culture is a myth\u201d<\/a><\/span><\/span><\/li>\n<li><a title=\"\" href=\"http:\/\/www2.potsdam.edu\/alcohol\/Controversies\/1116895242.html#.U4isV3KoJHY\">&#8220;Alcoholic Beverage Consumption in the U.S.: Patterns and Trends&#8221;. Dr. David J. Hanson, PhD, analizes how, <strong>starting on the 1980&#8217;s, alcohol consumption has decreased constantly and steadily in the US, despite the continuous growth of extreme drinkers&#8217;intake (between 9% and 10% of the total population, aproximately) <\/strong><\/a>; as published by <em>Alcohol: Problems and Solutions<\/em>.  This study confirms, extends and updates the reknowned scientific study released by the <em>Journal of Criminal Justice<\/em> # 22 (2); pages 171-180; in 1994, by Drs.Ruth C. Engs &#038; David J. Hanson: &#8220;Boozing and Brawling on campus: a national study of violent problems associated with drinking over the past decade.&#8221; Nevertheless, social violence issues that had increased alongside alcohol consumption, have not decreased, but have continued to grow (http:\/\/www.indiana.edu\/~engs\/articles\/boozing.htm). <\/li>\n<\/ul>\n<p>What are these headlines all about? About many institutions&#8217; corruption, which has quite negatively affected their credibility, and therefore their efficiency, yes. But also: <strong>About the moral revolution that exploded in 1968 and intensified after 1995, that is reversing itself in a way that is both inevitable and profound.<\/strong><\/p>\n<p>.<\/p>\n<p style=\"text-align: center;\"><strong>2.<\/strong> \u2026And it is very important to bear this in mind in order to make viable decisions regarding all kinds of communications media contents. But let&#8217;s not get ahead of ourselves. We&#8217;ll talk about this later, after having listened to the president of Edelman, presenting his conclusions regarding the global study on trust, 2012:<\/p>\n<p style=\"text-align: center;\">.<\/p>\n<p style=\"text-align: center;\"><strong><span style=\"color: #003366;\">Enjoy the\u00a0 video that motivated this article (partial transcription\u00a0 follows):<\/span><\/strong><\/p>\n<p><iframe loading=\"lazy\" src=\"http:\/\/www.youtube.com\/embed\/5ITwck Cmxc0\" width=\"560\" height=\"315\" frameborder=\"0\"><\/iframe><br \/>\nEdelman CEO&#8217;s conclusions merit a word-by-word transcription.<\/p>\n<h4 style=\"text-align: center;\">In order to save our readers time, we start our transcription at minute 2:28:<\/h4>\n<p>&#8220;Public relations-and-communications need to help restore trust. And in Edelman we are avid\u00a0 students of trust, and &#8216;know that <strong>trust in certain institutions<\/strong> \u2013now: certainly Government, but also business&#8230;, <strong>has recently reached historic lows<\/strong>. <strong>So there is the need for<\/strong> better communications and better engagement in terms of<strong> rebuilding trust<\/strong>. And in order to do that, we have to recognize that also the world has changed; that the <em>trust doesn&#8217;t just rest in traditional institutions: It&#8217;s moved away from there. <\/em><strong>Authority&#8217;s been dispersed, [and] now rests with regular people<\/strong>, in the networks, amongst friends, and families, and coworkers&#8230; So we need to explain that the nature of trust has changed.<\/p>\n<p>We have to help explain that, <strong>what&#8217;s important in life to many of the people that we survey, <\/strong>is not just about making money, <strong>but is also <em>about doing good<\/em><\/strong>.<\/p>\n<p>So we would argue that good business is about profits, &#8230;<em>plus purpose [people discover it in our actions], plus engagement [the interest spurred in people by our purpose and actions]<\/em>.<\/p>\n<p>And finally, we have to help companies realize that the media landscape has changed as well, as media is no longer constructed in the way it once was. You now have traditional media, you have hypermedia, you have social media, and you have company&#8217;s own owned media&#8230; And if companies can [wrap over&#8230;?] with that \u2013understand there is (<em>sic<\/em>) four leaves in the traditional clover, they will be communicating better, and more powerfully, and with greater resonance.<\/p>\n<p><strong>The future scope of communications is to engage<\/strong>. But it has to engage <strong>on these principles I told you about<\/strong> earlier; so it has to be <strong>transparent.<\/strong> <em>There is no room for spin any longer;<\/em> there has to be a <strong>real openness<\/strong>, and <strong>accountability<\/strong> within business, about in-corporate communications, by one.<\/p>\n<p>Point two: It has to embrace the social world. Now, it is not to say that &#8220;everything has to happen in the social media&#8221;, but social media is transforming business, and [we need] to understand [that] social business is important to corporate communications.<\/p>\n<p>Third: <strong>It has to talk to regular people<\/strong>, it has to listen differently, it has to participate in the conversation, <strong>and it has to do that all the time<\/strong>; it can&#8217;t switch on, and switch off, at will or at random. It&#8217;s to do with being there the whole time, participating.<\/p>\n<p>Fourth: It has to help move businesses from this whole [idea] of compliance &#8211;where compliance was &#8220;enough,&#8221; to &#8220;compliance is not enough&#8221;. <strong>It has to be about values<\/strong>: <em>Real<\/em> leadership <em>principles<\/em> need to be established.<\/p>\n<p>And finally, it has to make sure that in the companies that it devices on, <strong>the communications is about <em>policy<\/em> as well as about communications<\/strong>, <em><strong>is about actions as well as words<\/strong>.&#8221;<\/em><\/p>\n<h4 style=\"text-align: center;\">Because only through doing this, will we be able to restore trust \u2013we add.<\/h4>\n<hr \/>\n<p><strong>.<\/strong><\/p>\n<p><strong>3. <\/strong><span style=\"color: #008080;\">Until this point, it would appear that everything is clear and obvious. <\/span><em><span style=\"color: #008080;\">But it is not so.<\/span><\/em><\/p>\n<p>If we listen closely to the president of Edelman, and we read the articles on its website, we are left with the impression that the values they are concerned about, regard political agendas, not those that the majority of citizens care about.<\/p>\n<p>And this poses great challenges when trying to apply his conclusions. But to gain a better understanding, let&#8217;s do a little background history:<\/p>\n<p>About a little more than fifteen years ago \u2013around 1995-2000, when internet had just been born (1993)\u2013, a large number of publishing and media conglomerates, reformulated their business models. Until that time, their \u201cprimary clients\u201d \u2013at least officially\u2013 had been their receivers (their readers, radio listeners, television viewers, movie audiences&#8230;). And the products they hoped would satisfy them, were the media&#8217;s own \u2013ones which allow them to meet specific societal needs through news, stories, courses, songs, etc.<\/p>\n<p>In response to political and economic groups&#8217; intense pressure regarding contents, however, media redefined&#8230;:<\/p>\n<p align=\"CENTER\"><strong>Their receivers, <\/strong><em>as \u201csecondary\u201d clients.<\/em><\/p>\n<p align=\"CENTER\"><strong>And <\/strong><em>their advertisers, business partners, the authorities, political parties and activist groups <\/em><\/p>\n<p align=\"CENTER\"><strong>(the so-called \u201c<\/strong><em>stakeholders\u201d<\/em><strong> or interest groups)<\/strong><strong>, <\/strong><em>as \u201cprimary\u201d clients.<\/em><\/p>\n<p align=\"CENTER\">And they did so in spite of the evidently \u201cdifferent from the majority\u201d nature of those groups<\/p>\n<p align=\"CENTER\">\u2013that is: in spite of the fact that they are, not only a minority, but furthermore, and <em>to some degree,<\/em><\/p>\n<p align=\"CENTER\">discriminatory of, or the <em>opposite<\/em> of the majority&#8217;s lifestyle, tastes, values, ideas and beliefs\u2013.<\/p>\n<p>But, what alternatives did the media have, if \u2013for example, in a typical women&#8217;s magazine\u2013 the reader, paying the cover price, provides less than 5% of the publisher&#8217;s revenue; while the advertisers make up the remaining 95%, or more? And what else could they do \u2013the media asked themselves\u2013 if organized activists, supported by authorities and advertisers, could close down their businesses, or make operating them extremely difficult\u2026? Who can hold out against a hostile Take-Over Bid (TOB) on the stock market, or an endless and biased series of official inspections, or problematic bank operations (that do not proceed smoothly, but encounter all kinds of difficulties, asset freezing and errors), or slander and threats of legal action, or boycotts orchestrated to lay siege to the media&#8230;?<\/p>\n<p>This transformed their core commodity \u2013which is their reason for being and existing\u2013, into a mere \u201cadvertising container\u201d and logically redefined their editorial policies. \u2026And what&#8217;s worse: This altered their contents, making them useless, irrelevant, false, biased, alien, unpleasant, or <em>even antagonistic to the reader<\/em>.<\/p>\n<p>The reader, reviled, became <em>even more<\/em> repelled \u2013let&#8217;s recall that at the time, <span style=\"color: #000080;\"><span style=\"text-decoration: underline;\"><a href=\"http:\/\/www.mediosmejoresqueganenmas.org\/tag\/ventas-de-los-medios\">media sales<\/a><\/span><\/span> (in general) <em>had already been dropping for years<\/em>\u2013; and so this business shift finally broke the tacit alliance of loyalty between producers\/editors\/disseminators, and their public. This has even gotten to the point that nobody even thinks, that advertisements in media \u2013for example in a magazine\u2013 , <em>should<\/em> be chosen in order to appeal to and be useful to its readers, who become upset and \u201cleave\u201d when they encounter objectionable, inappropriate, fraudulent, exasperating, excessive or hostile advertising in the magazine pages, streets&#8230;<\/p>\n<p>What&#8217;s more: When deciding which advertisements to publish, <i>everything is outweighed <\/i>by the interests of the stakeholders, who close off their \u201cprivate reserves\u201d [the media they use to disseminate their advertising] to any brands that <em>do not<\/em> comprise part of their catalogue or that of their political or financial partners, or that are not friendly or supportive of their own (that compete with them in some way), although this renders the magazine (or other media) contents even more odious or useless to its readers.<\/p>\n<p>Not to mention that media campaigns against people, businesses and institutions, are usually a response to these same agenda interests, worsening the problem.<\/p>\n<p>Furthermore:<strong> The merger of media, publishing, television companies, etc. that led to the consolidation of today&#8217;s media conglomerates, homogenized contents so much, that it became impossible <\/strong><em>to distinguish<\/em><strong> between them.<\/strong><\/p>\n<p>All the more because the homogenization has gotten to the point that nobody dares disseminate relevant information that is <em>not <\/em><em><i>also <\/i><\/em><em>being disseminated by others. This happened<\/em>, for example, in the case of the international approval of the <em>Codex Alimentarius,<\/em> about which almost no <i>major <\/i>media source disseminated full and objective information, in spite of its importance.<\/p>\n<p>Perhaps some media sources vary the political nuancing of their contents, but certainly not the list of events they all disseminate: The room available for \u201cfreedom\u201d \u2013as we have said for years\u2013 has become terribly small\u2026 Attempts have been made to make up for this with ever more aggressive and invasive <em>marketing strategies, <\/em> with great technological extravagance, gathering ever larger groups of investors and growing multimillion dollar investments \u2500\u2026which are more and more difficult to coordinate and recover.<\/p>\n<p>When media people complain because the public is \u201cungrateful and disloyal, and goes with whoever gives them a <em>croissant<\/em>\u201d or \u201cbuys\u201d them in some way or another (\u2026not with quality contents), I ask myself: But, didn&#8217;t the media betray their receivers first, even if many were forced by circumstances to do so\u2026?<\/p>\n<p>The good thing about all this is: If the information they disseminate were true, useful, timely, pleasant and relevant <em>to<\/em> their public \u2013and faithfully, pleasantly and positively reflected <em>their receivers&#8217;<\/em> <em>values, ideas and beliefs<\/em>\u2013, the media would still be found appealing, and would not be losing their public since they would be fulfilling the social function they were created for.<\/p>\n<p><strong>And they would be profitable. <\/strong> The scandalous and aggressive political tract <span style=\"color: #000080;\"><span style=\"text-decoration: underline;\"><a href=\"http:\/\/www.lecanardenchaine.fr\/\">Le Canard Enchain\u00e9<\/a>,<\/span><\/span> provides an example of enduring success and profitability, by:<\/p>\n<ul>\n<li>being faithful to its editorial line (the spirit in which it was created),<\/li>\n<li>refusing to include advertisements \u2013its cover price covers all its expenses\u2013, and<\/li>\n<li>employing their reporters as regular staff, with all the corresponding legal rights and privileges.<\/li>\n<\/ul>\n<p>Internet has neither diminished its public nor its credibility, and power groups continue to fear it. And not because of how scandalous it is, but rather because <em>it has kept the readers&#8217; trust, remaining faithful to its values<\/em> \u201c\u2026in sickness and in health, for richer and for poorer, attacked or applauded, with good or bad sales records, \u2026 til death do us part\u201d.<\/p>\n<p>Further proof \u2013to give an example that is the <em>opposite of the previous one in terms of ideology<\/em>\u2013, is the international box-office success\u00a0 of the Spanish documentary <span style=\"color: #000080;\"><span style=\"text-decoration: underline;\"><a href=\"http:\/\/vimeo.com\/11048903\">La \u00daltima Cima<\/a><\/span><\/span> [ <em>The Last Summit,<\/em> <a title=\"The Last Summit- movie review\" href=\"http:\/\/www.mediosmejoresqueganenmas.org\/revista\/los-otros-problemas-de-los-medios-la-lenta-agonia-de-un-puesto-de-periodicos\">review<\/a>],\u00a0 which narrates the life of an ordinary priest who died recently; or the fact that Spain&#8217;s televised Sunday Mass, regularly reaches higher audience shares than the other programs, in spite of its low production budget and lack of advertising&#8230;<\/p>\n<p align=\"CENTER\"><strong><span style=\"color: #003366;\">The \u201cparadox of power\u201d (in the media world), is exactly as follows:<\/span><\/strong><\/p>\n<p align=\"CENTER\">When the media have a <strong>public<\/strong> and are independent, the powerful make their lives impossible.<\/p>\n<p align=\"CENTER\">But when the media lose viewers precisely because they gave in to demands made by powerful people,<\/p>\n<p align=\"CENTER\">the latter\u00a0 abbandon it, because <strong>MEDIA <\/strong><em>WITHOUT AN AUDIENCE<\/em><strong> BECOME WORTHLESS AND USELESS TO THEM<\/strong>\u2026<\/p>\n<p align=\"CENTER\"><strong><span style=\"color: #003366;\">So for the media, <\/span><\/strong><\/p>\n<p align=\"CENTER\"><strong><span style=\"color: #003366;\">giving in to demands to such an extent that they compromise their values,<\/span><\/strong><\/p>\n<p align=\"CENTER\"><strong><span style=\"color: #003366;\">and they cease to fulfil their publics&#8217; needs and expectations,<\/span><\/strong><\/p>\n<p align=\"CENTER\"><strong><span style=\"color: #003366;\">is tantamount to \u201csuicide\u201d\u2026<\/span><\/strong><\/p>\n<p align=\"CENTER\"><span style=\"color: #003366;\">The problem is that, <\/span><em><span style=\"color: #003366;\">not giving in<\/span><\/em><span style=\"color: #003366;\">, <\/span><em><span style=\"color: #003366;\">nowadays, appears to be equally reckless\u2026<\/span><\/em><\/p>\n<p align=\"CENTER\">.<\/p>\n<p align=\"CENTER\">Isn&#8217;t it time that the powerful &#8211;both people and institutions, realize they are killing the \u201cgoose that lays the golden eggs\u201d, and that by not setting sensible limitations on their influence, they will lose everything, and end up without any channel for communicating with the \u201cgeneral\/broad\/mainstream public\u201d?<\/p>\n<p align=\"CENTER\"><strong>There is simply no way to recover the majority of the public&#8217;s trust, in such a way that the media become profitable again on their own<\/strong> (without subsidies, sponsorships, or patrons, as they do need), <strong>if contents agendas don&#8217;t readapt themselves to their receivers&#8217; tastes, needs and opinions\u2026<\/strong><\/p>\n<p align=\"CENTER\">___<\/p>\n<p align=\"CENTER\"><em>If we add to this a disproportionate and aggressive increase in advertising contents everywhere, and particularly in the media, and the ever less appealing, useful and relevant nature of these advertisements to the public<\/em><\/p>\n<p align=\"CENTER\">(unlike in the sixties during the <span style=\"color: #000080;\"><span style=\"text-decoration: underline;\"><a href=\"http:\/\/www.mediosmejoresqueganenmas.org\/tag\/revolucion-quimica\">Chemical Revolution<\/a>,<\/span><\/span> when new products came out daily, each one more attractive and surprising than the last, \u2026at a time when most people had money to buy them and didn&#8217;t expect any serious side effects from them),<\/p>\n<p align=\"CENTER\"><strong>we can undoubtedly understand why the media crisis has reached its present magnitud<\/strong><em>.<\/em><\/p>\n<p align=\"CENTER\">___<\/p>\n<p><strong>How, then, can one explain that<\/strong> the <b>Edelman<\/b> Trust Barometer, <strong>suggests repairing institutions&#8217; lack of credibility and trustworthiness \u2013a \u201ccure\u201d for receivers&#8217; skepticism\u2013, <\/strong><em>\u2026by repeating their messages even more often to make people ultimately accept them due to exhaustion?<\/em> \u2013harping on them <em>ad nauseam<\/em> will ultimately make people \u201cblind\u201d to them (as specialists have found in brain studies, in fact), and start to resent them; &#8230;and flatly oppose anything recommended to them, as traditionally happens in dictatorships or tyrannies, with respect to the media and official information sources\u2013.<\/p>\n<p>According to the 2012 Edelman Trust Barometer [<span style=\"color: #000080;\"><span style=\"text-decoration: underline;\"><a href=\"http:\/\/trust.edelman.com\/trust-download\/infographic-trust-in-media\/\">English infographics on media<\/a><\/span><\/span>], society&#8217;s trust in media barely reaches <strong>40<\/strong>% in the United States and the European Union, and <strong>32<\/strong> % in Great Britain \u2013countries where it seemed it would never drop (Analysts of those countries were shocked to learn in 1990, that in other countries we systematically question everything the important media sources tell us; <em>cfr.<\/em> A\u00edda Gambetta, private communication)\u2013. In the BRIC countries (Brazil, Russia, India and China), there is more trust, but not much: <strong>54<\/strong> %\u2026 &#8216;<span style=\"color: #000080;\"><span style=\"text-decoration: underline;\"><a href=\"http:\/\/www.latinobarometro.org\/latino\/latinobarometro.jsp\">LatinoBar\u00f3metro<\/a>&#8216;<\/span><\/span> also finds very low levels in Ibero-America, and Mexico&#8217;s\u00a0 media credibility rated as &#8220;only fair&#8221;.<\/p>\n<p>That said, the media don&#8217;t comprise the least trustworthy institution [Note added in January 2014: &#8230;Only one of the least trusted industries, according to Edelman Barometer 2013&#8230;].<\/p>\n<p>We can take comfort in the fact that, political parties, governments, unions, courts, etc. are in worse shape&#8230; Even NGOs have suffered an important decline in the degree of trust society places in them. That is: The people now only half believe \u2013or even less\u2013\u00a0 those who either due to their vocation or the social needs they are expected to fulfill, should be telling the truth 100 % of the time (<em>to the extent it is humanly possible for them to know what is really going on<\/em>).<\/p>\n<p><strong>The trust society placed in them before, is being transferred to everyday citizens, to \u201csomebody like me\u201d \u2013to our &#8220;peers&#8221; or \u201cfellows\u201d\u2013.<\/strong> And although this phenomenon became visible thanks to internet&#8217;s social media networks, <em>it has carried more weight <\/em><em><span style=\"color: #000080;\">than the media or the so-called institutional &#8220;authorities&#8221; <\/span><\/em><em> in terms of book sales and movie attendance, for at least the last 15 years.<\/em> In 2012, for example, personal recommendations, with no ax to grind \u2013that is by \u201cword of mouth\u201d\u2026, <strong>reached a credibility \u201cscore\u201d of 65 %<\/strong>. [<span style=\"color: #000080;\"><span style=\"text-decoration: underline;\"><a href=\"http:\/\/www.slideshare.net\/EdelmanSpain\/2012-trust-barometer-espaa\">Edelman article in English on the increasing authority we confer on our circle of aqcuaintances<\/a><\/span><\/span>].<\/p>\n<p>.<\/p>\n<p align=\"CENTER\"><strong><span style=\"color: #888888;\">Let&#8217;s be clear:<\/span><\/strong><\/p>\n<p><strong><span style=\"color: #000080;\">To get back platforms having real social influence, \u2026to regain the trust of the average person, <\/span><\/strong><em><span style=\"color: #000080;\">it&#8217;s important to once again share and reflect THEIR values and tastes, and to fulfil their needs, <\/span><\/em><strong> not those of some contents agenda, imposed on society by power groups. <\/strong><\/p>\n<p><strong>Not even the media agenda common in the trade <\/strong><em><span style=\"color: #000000;\">\u2013<\/span><\/em><strong><span style=\"color: #000000;\">because it is ingrained in them during their training years, and enduringly and permanently imposed on them by their interactions with their fellows and the possibility of receiving awards, recognition, scholarships and other opportunities<\/span><\/strong><em><span style=\"color: #000000;\">\u2013<\/span><\/em><strong><span style=\"color: #000000;\">, can replace that of the public. <\/span><\/strong><\/p>\n<p><strong><span style=\"color: #000000;\">Why? Because, in broad terms <\/span><\/strong><em><span style=\"color: #000000;\">\u2013<\/span><\/em><strong><span style=\"color: #000000;\">and as absurd as it may seem<\/span><\/strong><em><span style=\"color: #000000;\"> considering their sociological mission is that of reflecting and fostering their target public&#8217;s most widely held values, ideas and beliefs\u2013<\/span><\/em><strong><span style=\"color: #000000;\">, <\/span><\/strong><strong><span style=\"color: #000080;\">media peoples&#8217; agenda differs greatly from that of the majority of society<\/span><\/strong><strong>.<\/strong><\/p>\n<p><strong>Values and trust, go hand in hand\u2026 And if the power groups do not set limits, <\/strong><em>and the media do not take on the task of becoming mouthpieces for the thoughts and feelings of \u201cregular citizens\u201d \u2013and of responding to their interests, tastes and needs\u2013, <\/em><strong><span style=\"color: #000080;\">what happened to traditional media <em>\u2013<\/em><\/span><\/strong><strong> electronic and print,<\/strong><strong><span style=\"color: #000080;\"> will happen to the digital ones. <\/span><\/strong><em>\u2026Do we really want to see them die off as major influencers and societal backbones, in \u2013perhaps\u2013 less than ten years, after the huge investments that have been made to build the eagerly anticipated Digital Society\u2026?<\/em><\/p>\n<p align=\"CENTER\"><strong>\u2026We don&#8217;t, do we? <\/strong><\/p>\n<h4 align=\"CENTER\"><strong><span style=\"color: #008080;\">Therefore the Digital Society can only be restored and endure, <\/span><\/strong><\/h4>\n<h4 align=\"CENTER\"><strong><span style=\"color: #008080;\">if these two issues are resolved: that of trust, and that of values.<\/span><\/strong><\/h4>\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>A quick review of recent news from around the world, confirms the 2012 Edelman Barometer&#8217;s conclusions (25 countries, 30,000 persons surveyed), in regards to the remarkable loss of trust, respect and credibility, experienced by major institutions in the last few years \u2013a crisis deep enough to negatively affect their maneuverability, and to obstruct their proper and efficient operation.<br \/>\nLet&#8217;s consider the case of communications media:  A 40% credibility rating in countries like the USA and Europe, where people traditionally <strong>trusted<\/strong> their primary media companies, amounts to nothing, regardless of whether other institutions are faring worse.<\/p>\n<p>In this article, including both the Edelman Barometer video and the above-mentioned information corroborating its claims, we present our analysis of how trust was lost and can be recovered. \u2026As long as the stakeholders allow the establishment of some limits to agendas &#8211;&#8230;for their own benefit!<br \/>\nNot doing this would kill the Digital Society in which we have invested so much, before it can even operate to its full potential.<\/p>\n","protected":false},"author":5,"featured_media":2436,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4,7,692,344],"tags":[398,69,50,384,382,65,19,406,393,130,78,404,394,29,76,87,308,72,370,378,387,80,391,395,399,385,386,140,12,405,423,421,374,397,422,400,396,77,98,89,27,70,81,21,372,377,15,104,95,375,403,18,380,13,75,388,57,234,407,390,383,381,402,392,231,82,376,389,401,73,111,379],"class_list":["post-2412","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-recursos-multimedia","category-utiles-para-creadores","category-utiles-para","category-videos","tag-agenda-de-contenidos","tag-agendas-politicas-economicas-e-ideologicas","tag-autoregulacion-simbiotica-de-la-convivencia","tag-bryce-echenique","tag-caida-de-las-instituciones","tag-caida-de-ventas","tag-cine","tag-circulo-de-confianza","tag-clientes-primarios-y-secundarios-de-los-medios","tag-como-salvar-a-los-medios","tag-comportamiento-del-publico-de-los-medios","tag-concentracion-de-los-medios","tag-conglomerados-de-medios","tag-consumo-de-medios","tag-contenidos","tag-control-de-contenidos","tag-credibilidad","tag-demanda-de-medios","tag-edelman","tag-el-mundo","tag-escuelas-de-negocios","tag-estudios-culturales","tag-evolucion-de-los-medios","tag-excesiva-homogeneizacion-de-productos-de-medios","tag-exceso-de-anuncios-publicitarios","tag-falta-de-interes-en-internet","tag-habitos-y-percepciones-de-los-mexicanos-sobre-internet","tag-industria-musical","tag-internet","tag-james-bond","tag-jesus-manzano","tag-kelme","tag-la-noria","tag-la-ultima-cima","tag-lance-armstrong","tag-latinobarometro","tag-le-canard-enchaine","tag-limites-del-contenido","tag-mala-situacion-financiera-de-los-medios","tag-manipulacion","tag-mediacion-cultural","tag-medios-de-comunicacion","tag-medios-y-temas-sociales","tag-mercadeo","tag-metro-golwin-mayer","tag-murdoch","tag-nuevos-medios","tag-oposicion-a-los-valores-ideas-y-creencias-mayoritarios","tag-oposicion-de-los-medios-a-los-valores-ideas-y-creencias-mayoritarios","tag-pablo-herrero","tag-perdida-de-confianza","tag-prensa-escrita","tag-prisa","tag-redes-sociales","tag-respuesta-del-publico-a-la-seleccion-sesgada-de-contenidos","tag-retorno-a-los-valores-tradicionales","tag-revista-y-mercado-editorial","tag-revolucion-digital","tag-revolucion-quimica","tag-robert-phillips","tag-sealtiel-alatriste","tag-sgae","tag-sociedad-digital","tag-stakeholdersgrupos-de-interes","tag-telecinco","tag-temas-de-actualidad","tag-the-sun","tag-transparencia","tag-valores-ideas-y-creencias-mayoritarios","tag-ventas-de-los-medios","tag-veracidad","tag-vocento"],"_links":{"self":[{"href":"https:\/\/mediosmejoresqueganenmas.com\/en\/wp-json\/wp\/v2\/posts\/2412","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mediosmejoresqueganenmas.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mediosmejoresqueganenmas.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mediosmejoresqueganenmas.com\/en\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/mediosmejoresqueganenmas.com\/en\/wp-json\/wp\/v2\/comments?post=2412"}],"version-history":[{"count":174,"href":"https:\/\/mediosmejoresqueganenmas.com\/en\/wp-json\/wp\/v2\/posts\/2412\/revisions"}],"predecessor-version":[{"id":3174,"href":"https:\/\/mediosmejoresqueganenmas.com\/en\/wp-json\/wp\/v2\/posts\/2412\/revisions\/3174"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mediosmejoresqueganenmas.com\/en\/wp-json\/wp\/v2\/media\/2436"}],"wp:attachment":[{"href":"https:\/\/mediosmejoresqueganenmas.com\/en\/wp-json\/wp\/v2\/media?parent=2412"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mediosmejoresqueganenmas.com\/en\/wp-json\/wp\/v2\/categories?post=2412"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mediosmejoresqueganenmas.com\/en\/wp-json\/wp\/v2\/tags?post=2412"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}