european · european communication monitor 2019 exploring trust in the profession, transparency,...

132

Upload: others

Post on 27-Jul-2020

4 views

Category:

Documents


0 download

TRANSCRIPT

Page 1: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries
Page 2: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries
Page 3: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

EUROPEANCOMMUNICATIONMONITOR 2019EXPLORING TRUST IN THE PROFESSION, TRANSPARENCY,ARTIFICIAL INTELLIGENCE AND NEW CONTENT STRATEGIES.RESULTS OF A SURVEY IN 46 COUNTRIES.

Ansgar Zerfass, Dejan Verčič, Piet Verhoeven, Ángeles Moreno & Ralph Tench

A study conducted by the European Public RelaSons EducaSon and Research AssociaSon (EUPRERA) and the European AssociaSon of CommunicaSon Directors (EACD), supported by partners Cision Insights, Fink & Fuchs and CommunicaSon Director magazine.

Page 4: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

4

!"#$%&'

!"#$%&'()*#+,

!"#$!$%&!'()*+,-&#'./01&$+/,20)-3&!4'1,20)-&,-4&$+3+,(15&%33)10,20)-6&7('33+/36&8889+'*(+(,9)(:!%;<&!'()*+,-&%33)10,20)-&)=&;)>>'-01,20)-&<0(+12)(36&7('33+/36&8889+,14?)-/0-+9+'&

-%./.%01*02*.'%&*3"#$%4/.%01*56!6*&.+$(7,

@+(=,336&%96&A+(B0B6&<96&A+(5)+C+-6&#96&D)(+-)6&%96&E&F+-156&$9&GHIJKL9!"#$%&'()*$++"(,-'.,$()/$(,.$#)01234)!5%6$#,(7).#"8.),().9&)%#$:&88,$(;).#'(8%'#&(-<;)'#.,:,-,'6),(.&66,7&(-&)'(=)(&>)-$(.&(.)8.#'.&7,&84)?&8"6.8)$:)')8"#@&<),()AB)-$"(.#,&847('33+/3M&!"#$!$%N!%;<6&O',4(0:,&D+40,&7+(/0-9

P5)(2&Q')2,20)-&2)&.+&'3+4&0-&/+:+-43&G15,(23N:(,*5013LM&C$"#-&D)!"#$%&'()*$++"(,-'.,$()/$(,.$#)01234

D,R&HIJK9&%//&(0:523&(+3+(C+49

S&#()=9 <(9 %-3:,(&@+(=,33&,-4&25+&(+3+,(15&2+,>&=)(&25+&85)/+&4)1'>+-2&,-4&,//&*,(236&15,(23&,-4&4,2,9&F5+&>,2+(0,/&*(+3+-2+4&0-&2503&4)1'>+-2&(+*(+3+-23&+>*0(01,/&0-30:523&,-4&0-2+(*(+2,20)-&.R&25+&(+3+,(15&2+,>9&T2&03&0-2+//+12',/&*()*+(2R&3'.U+12&2)&0-2+(-,20)-,/&1)*R(0:529&F02/+&,-4&3'.5+,4&:(,*501&*()C04+4&.R&V+/0)3&D+40,9&#+(>0330)-&03&:,0-+4&2)&Q')2+&=()>&25+&1)-2+-2&)=&2503&3'(C+R&,-4&(+*()4'1+&,-R&:(,*50136&3'.U+12&2)&25+&1)-4020)-&25,2&25+&3)'(1+&0-1/'40-:&25+&0-2+(-+2&,44(+33&03&1/+,(/R&Q')2+4&,-4&4+*012+4&)-&+C+(R&15,(29&T2&03&-)2&,//)8+4&2)&'3+&2503&4,2, 2)&0//'32(,2+&*()>)20)-,/&>,2+(0,/&=)(&1)>>+(10,/&3+(C01+39&#'./0350-:&2503&#<W&4)1'>+-2&)-&8+.302+3&('-&.R&250(4&*,(20+3&,-4&32)(0-:&2503&4)1'>+-2&0-&4,2,.,3+3&)(&)-&*/,2=)(>3&85015&,(+&)-/R&)*+-&2)&3'.31(0.+(3N>+>.+(3&)(&15,(:+&*,R>+-23&=)(&,33+330-:&0-=)(>,20)-&03&*()50.02+49&#/+,3+&'3+&, /0-X&2)&25+&)==010,/&8+.302+&88891)>>'-01,20)->)-02)(9+' 0-32+,49

F503&(+*)(2&G15,(2&C+(30)-L&03&,C,0/,./+&,3&,&=(++&#<W&4)1'>+-2&,2&88891)>>'-01,20)->)-02)(9+'9F5+&(+*)(2&03&,/3)&,C,0/,./+&,3&,&.))X/+2&*'./035+4&.R&O',4(0:,&D+40,&7+(/0-6&TP7Y&KZ[?\?II?I]H[\J?\9

-01./4.,

#/+,3+&1)-2,12&-,20)-,/&!"#$!$%&(+3+,(15+(3&,2&'-0C+(3020+3&0-&R)'(&1)'-2(R&/032+4&)-&*,:+&JH[&)(&/+,4&(+3+,(15+(&#()=9 <(9 %-3:,(&@+(=,336&^+(=,33_'-0?/+0*^0:94+ 0=&R)'(&,(+&0-2+(+32+4&0-&*(+3+-2,20)-36&8)(X35)*36&0-2+(C0+836&)(&='(25+(&,-,/R3+3&)=&25+&0-30:523&*(+3+-2+4&5+(+9

Page 5: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

5

!"#$%#$

!"#$%"#&'()&'*)+#"&,-+.") /

0$1$(#-2'&$1.3) 4

5$+2"&"6"37'()&'&$8"3#(92.-1 :;

<#,1+'.)'+2$'-"88,).-(+.")'9#"=$11.") :/

>,?6.-'+#,1+'.)'"#3().1(+.")(6'(&@"-(+$1 AB'

C2(66$)3$1'"='?,.6&.)3'+#,1+'()&'+#()19(#$)-7 A4

D+#(+$3.-'.11,$1'="#'+2$'9#"=$11.") EB

F#+.=.-.(6'*)+$66.3$)-$'.)'-"88,).-(+.")1 /;

C")+$)+'-#$(+.")'()&'&.1+#.?,+.") 4;

D(6(#.$1 GH

C2(#(-+$#.1+.-1'"='$I-$66$)+'-"88,).-(+.")'&$9(#+8$)+1 :;B

0$=$#$)-$1 :B;

D,#@$7'"#3().1$#1 :BE

>(#+)$#1 :BJ

K(+.")(6'-")+(-+1 :B4

F,+2"#1'()&'#$1$(#-2'+$(8 :BG

F&&.+.")(6'#$1",#-$1L'M)6.)$'?$)-28(#N1O'PI-$66$)-$'?""NO'9#$@.",1'PC5'#$9"#+1 :A;

Page 6: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

6

!"#$%"#&

!"#$%&'#()*%)+%,"&%-./)0&1*%2)33.*#41()*%5)*#,)/%$"&'$%6#7",%)*%89&%0/&$$#*7%#$$.&$%+)/%4)33.*#41()*%6&1'&/$:%,/.$,;%,/1*$01/&*4<;%1'9)414<;%4)*,&*,%$,/1,&7#&$%1*'%&3&/7#*7%,&4"*)6)7#&$=%-30#/#416%#*$#7",$%$")>%")>%$)4#&(&$;%)/71*#$1()*$%1*'%#*'#9#'.16%0/14(()*&/$%1/&%1?&4,&'=%!"&%$,.'<%16$)%#'&*(8&$%'/#9&/$%)+%&@4&66&*4&%#*%&14"%8&6';%3)(91(*7%/&1'&/$%,)%&916.1,&%,"&#/%)>*%$#,.1()*%1*'%#*#(1,&%1%,./*1/).*'%>"&/&%*&4&$$1/<=

!"&%A/)1'%/1*7&%)+%,)0#4$%/&B&4,$%,"&%/)6&%)+%,)'1<C$%4)33.*#41,)/$=%D&%1/&%1$E&'%,)%)9&/$&&%&9&/<,"#*7%F 166%$,1E&")6'&/$;%166%$)4#&,16%'&9&6)03&*,$%F 1*'%>&%"19&%,)%,/1*$61,&%,"#$%)*%A&"16+%)+%)./%)/71*#$1()*$;%)./%2-G$%1*'%4)66&17.&$%#*%6&1'&/$"#0=%D&%41*%A&%4"1*7&%17&*,$;%$,/1,&7#4%A.$#*&$$%4).*$&66)/$;%6&1'&/$%#*%4/&1(*7%,"&%0./0)$&%)+%)/71*#$1()*$%1*'%4)**&4,)/$=

!)%')%$);%>&%*&&'%,)%A&%,/.$,&'%A<%,)0%31*17&3&*,%1*'%6&1'&/$%)+%),"&/%A.$#*&$$%.*#,$=%H*'%>&%*&&'%,)%A&%,/.$,&'%A<%,")$&%>#,"%>")3%>&%#*,&/14,%#*%)./%'1#6<%>)/E%F I)./*16#$,$;%#*B.&*4&/$;%1.'#&*4&$%1*'%31*<%3)/&=%!"&%JKLM%3)*#,)/%$")>$%,"1,%,"#$%#$*),%16>1<$%,"&%41$&=%H44)/'#*7%,)%/&$0)*'&*,$%+/)3%NO%-./)0&1*%4).*,/#&$;%)./%0/)+&$$#)*%#$%'#$,/.$,&'%A<%31*<=%H6,").7"%4)*4/&,&%$&/9#4&$%A<%4)33.*#41()*%'&01/,3&*,$;%17&*4#&$%1*'%0/14(()*&/$;%")>&9&/;%1/&%3.4"%100/&4#1,&'=

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

!"&%-H2]%#$%1%9#A/1*,%4)33.*#,<%,"1,%0/)9#'&$%3.6(06&%061^)/3$%,)%'#$4.$$%$.4"%4"166&*7&$:%/&7#)*16%'&A1,&$%14/)$$%-./)0&;%>)/E#*7%7/).0$;%1*'%$0&4#84%0/)7/133&$%+)/%4)33.*#41()*%6&1'&/$%1*'%*&@,Q7&*&/1()*%6&1'&/$=%D&%1/&%0/).'%,)%0/&$&*,%,"#$%/&0)/,;%1%I)#*,%0/)I&4,%>#,"%-_`a-aH%+)/%3)/&%,"1*%1%'&41'&=%V%")0&%,"1,%<).%>#66%0/)8,%+/)3%,"&%#*$#7",$=

b1*$%c)&6&31*!"#$%&#'()*+,"-.#/'*0$$-1%/2-'*-3*4-55,'%1/2-'*6%"#1(-"$

Page 7: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

7

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

!)*&KR%)&*-'7/(&/9&/#"&,((#,0&$%#-3&'$&@,$*-&/(&"*$6/($*$&9"/+&I<STL&1/++#('1,7/(&6"/9*$$'/(,0$&?/"E'(2&'(&1/+6,('*$<&(/(U6"/N%$<&2/8*"(+*(%,0&/"2,('$,7/($&,(-&,2*(1'*$&9"/+&VS&F#"/6*,(&1/#(%"'*$4&W*%,'0*-&,(,03$*$&,"*&,8,'0,@0*&9/"&II&1/#(%"'*$4&!)'$&+,E*$&%)*&+/('%/"&%)*&0,"2*$%&"*2#0,"&$%#-3&/9&%)*&N*0-&?/"0-?'-*&C ,(-&%)*&/(03&%"#03&20/@,0&"*$*,"1)&/9&'%$&E'(-&'(&1/(.#(17/(&?'%)&%)*&X/"%)&5+*"'1,(<&Y,7(&5+*"'1,(&,(-&5$',&Z,1'N1&G/++#('1,7/(&H/('%/"$4&

[(&@*),09&/9&%)*&"*$*,"1)&%*,+<&>&?/#0-&0'E*&%/&%),(E&,00&6"/9*$$'/(,0$&?)/&6,"71'6,%*-&'(&%)*&$#"8*34&[#"&6"*+'#+&6,"%(*"&G'$'/( >($'2)%$<&-'2'%,0&1/++#('1,7/($&6,"%(*"&\'(E&]&\#1)$<&,(-&(,7/(,0&6,"%(*"$&^>&GGG&'(&X/"?,3&,(-&GFG[H_&'(&>%,03&+,-*&%)'$&*M%*($'8*&"*$*,"1)&6/$$'@0*4&H,(3&%),(E$&%/&,00&(,7/(,0&1/00,@/",%/"$&,%&"*(/?(*-&#('8*"$'7*$&,1"/$$&F#"/6*<&%/&`*($&a,2*0$%*'(&,(-&b/((3&\*1)(*"<&,(-&%/&%)*&F5GW<&(,+*03&5(2*0,&a/?,"%)&9"/+&%)*&@/,"-&/9&-'"*1%/"$4

Z"/94 W"4 5($2,"&c*"9,$$!"#$%&"'"#&()"&*%+&,-"'',&%#.$%/)#0&%,-%12&#2"30(%/,445.0(#6,.7%!"08903%:.0;"&'02<7="&4#.<%>%?5&,8"#.%+5@A0(%B"A#6,.'%?$5(#6,.%#.$%B"'"#&()%C'',(0#6,.%D?:+B?BCE

!"#$%&'(#)%"

Page 8: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

!"#"$%&'()"#*+,

Page 9: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

9

!"#"$%&'()"#*+,

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

!"#$%,1$4567$.8$>*8#:$(+$'#8)(+8#8$;'(-$4E^G7$/(--&+./*0.(+$)'*/0.0.(+#'8$;'(-$_^$%&'()#*+$/(&+0'.#8A$!"#=$"*<#$*+8U#'#:$*$/(-)'#"#+8.<#$`&#80.(++*.'#$0"*0$/(??#/08$*$<*'.#0=$(;$.+:#)#+:#+0$*+:$:#)#+:#+0$<*'.*>?#8$.+$*$&+.`&#$'#8#*'/"$;'*-#U('X$28##$)*D#$643a$)#'8(+*?$/"*'*/0#'.80./8$(;$/(--&+./*0.(+$)'(;#88.(+*?8$2:#-(D'*)"./8E$#:&/*0.(+E$P(>$80*0&8E$#C)#'.#+/#3b$;#*0&'#8$(;$0"#$('D*+.8*0.(+$280'&/0&'#E$/&?0&'#E$/(&+0'=3b$*00'.>&0#8$(;$0"#$/(--&+./*0.(+$:#)*'0-#+0b$0"#$/&''#+0$8.0&*0.(+$'#D*':.+D$0"#$)'(;#88.(+*?$*+:$".8c"#'$('D*+.8*0.(+E$*8$U#??$*8$)#'/#)0.(+8$(+$:#<#?()-#+08$.+$0"#$;.#?:A

!"#$80&:=$.8$>*8#:$(+$0"#('#0./*?$/(+/#)08$*+:$/(+80'&/08$;'(-$0"#$;.#?:$(;$80'*0#D./$/(--&+./*0.(+$2d(?0Z"*&8#+ Y$J#';*88E$456Mb$K(0""*;0 #0$*?AE$45673A$\#<#'*?$'#8#*'/"$*'#*8$"*<#$>##+$#C)?('#:$.+$0".8$#:.0.(+A$e&#80.(+8$*'#$*8X#:$*>(&0$0'&80$.+$0"#$/(--&+./*0.(+8*+:$)&>?./$'#?*0.(+8$)'(;#88.(+$2#ADA$[#+0#?# Y$\#.:#+D?*+ZE$455_E$455Gb$d(;;P*++ Y$\#.:#+D?*+ZE$456Gb$L*'88(+E$455@3E$#+"*+/.+D$0'&80$*+:$0'*+8)*'#+/=$*8$*+$(>P#/0.<#$;('$/(--&+./*0.(+8$2#ADA$I+*+:$Y$T(8#+E$455Gb$I'0"&'$fA$N*D#$\(/.#0=$Y$[&8.+#88$T(&+:0*>?#$B+80.0&0#$;('$,(')('*0#$%0"./8E$455@b$[(88E$67@Gb$,"'.80#+8#+E$4554b$,"'.80#+8#+$Y$,('+#?.88#+E$456Mb$]X*=E$456^b$!"*X('E$456M3b$I'0.;./.*?$B+0#??.FD#+/# 2#ADA$H*??(U*=$Y$\U.*0#XE$456Gb$H#+08/"E$4567b$1*X'.:*X.8E$456@b$N((?#$Y$1*/XU('0"E$456@b$T&88#?$Y$K('<.DE$456^3E$/(+0#+0$/'#*0.(+$*+:$:.80'.>&0.(+$2#ADA$['.0(E$4569b$O.#0'./"E$456Gb$%:#?-*+$Y$\*?8>#'DE$4565b$N&?.ZZ.E$456_3E$*+:$)*.:$(+?.+#$/(--&+./*0.(+$2#ADA$1*/+*-*'* #0$*?E$456^b$f(P:=+8X. Y$H(?*+E$456^3A

I::.0.(+*??=E$8#<#'*?$`&#80.(+8$;'(-$)'#<.(&8$%,1$8&'<#=8$"*<#$>##+$'#)#*0#:$0($0'*/X$0"#$?(+D.0&:.+*?$:#<#?()-#+0$(;$0"#$;.#?:A!"#$'#8#*'/"$:#8.D+$/(->.+#:$U.0"$0"#$8&>P#/0$0"#-#8$.+$0".8$#:.0.(+$8&))('08$*$>'(*:$'*+D#$(;$#<*?&*0.(+8$*+:$.+0#')'#0*0.(+8$U"./"$#C)*+:$0"#$>(:=$(;$X+(U?#:D#$;('$0"#$:.8/.)?.+#A

Page 10: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

!"#$%&%'%()*+,&&"-%(.+/$012

Page 11: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

11

!"#$%&%'%()*+,&*&"-%(.+/$012

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

!"#$;#4%>.-2"(5+$+"%C$0"-0$+#B#&$%*0$%/$0#&$.#+2%&;#&0+$-.#$5%44*&(5-,%&$'#-;#.+]$<:@<$2#.$5#&0$"%';$-$0%2$"(#.-.5"(5-'$2%+(,%&$-+$"#-;$%/$5%44*&(5-,%&$(&$-&$%.>-&(+-,%&$%.$-+$5"(#/$#`#5*,B#$%a5#.$%/$-$5%44*&(5-,%&$5%&+*'0-&5Db$7?@<$2#.$5#&0$-.#$*&(0 '#-;#.+$%.$(&$5"-.>#$%/$-$+(&>'#$;(+5(2'(&#$(&$-$5%44*&(5-,%&$;#2-.04#&0@$JK@?$2#.$5#&0$%/$0"#$2.%/#++(%&-'+$(&0#.B(#C#;$"-B#$4%.#$0"-& 0#&$D#-.+$%/$#`2#.(#&5#$(&$5%44*&(5-,%&$4-&->#4#&0@$!"#$-B#.->#$->#$(+$=7@R$D#-.+@$!"(+$.#B#-'+$0"#$"(>"$)*-'(0D$%/$0"#$+-42'#@$RJ@?$2#.$5#&0$%/$-''$.#+2%&;#&0+$-.#$/#4-'#$-&;$-$B-+0$4-c%.(0D$P:R@:$2#.$5#&0Q$(&$0"#$+-42'#$"-+$-&$-5-;#4(5$;#>.##@$6%.#$0"-&$0C%$0"(.;+$"%';$-$>.-;*-0#$;#>.##$%.$#B#&$-$;%50%.-0#@

S#B#&$%*0$%/$0#&$.#+2%&;#&0+$C%.E$(&$5%44*&(5-,%&$;#2-.04#&0+$(&$%.>-&(+-,%&+$Pc%(&0$+0%5E$5%42-&(#+F$9:@:$2#.$5#&0b$2.(B-0#$5%42-&(#+F$7<@9$2#.$5#&0b$>%B#.&4#&0I%C&#;F$2*H'(5$+#50%.F$2%'(,5-'$%.>-&(+-,%&+F$9J@J$2#.$5#&0b$&%&I2.%M0$%.>-&(+-,%&+F$-++%5(-,%&+F$98@?$2#.$5#&0QF$C"('#$7:@J$2#.$5#&0$-.#$5%44*&(5-,%&$5%&+*'0-&0+$C%.E(&>$/.##'-&5#$%.$/%.$->#&5(#+@

3%44*&(5-,%&$2.%/#++(%&-'+$/.%4$=J$1*.%2#-&$5%*&0.(#+$2-.,5(2-0#;$(&$0"#$+*.B#D@$O#0-('#;$(&+(>"0+$C#.#$5-'5*'-0#;$/%.$77$E#D$4-.E#0+@$6%+0$.#+2%&;#&0+$P<9@=$2#.$5#&0Q$-.#$H-+#;$(&$S%*0"#.&$1*.%2#$P5%*&0.(#+$'(E#$G0-'DF$S2-(&F$S#.H(-F$3.%-,-QF$/%''%C#;$HD$d#+0#.&$1*.%2#$P7:@8$2#.$5#&0b$5%*&0.(#+$'(E#$e#.4-&DF$f#'>(*4F$V#0"#.'-&;+F$SC(0g#.'-&;F$A.-&5#QF$V%.0"#.&$1*.%2#$P77@J$2#.$5#&0b$5%*&0.(#+$'(E#$h&(0#;$[(&>;%4F$SC#;#&F$A(&'-&;F$V%.C-DQF$-&;$1-+0#.&$1*.%2#$P9J@:$2#.$5#&0b$5%*&0.(#+$'(E#$T%'-&;F$3g#5"$i#2*H'(5F$f*'>-.(-F i%4-&(-Q@

Page 12: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

12

!"#"$%&'()%$*"+,%-($./(01"#23,.#

!"#$%#"&'!"#$%&'(&%)*&+#,-'.&"*-/%'0($&1&.022#('./%'0($&+"03*$$'0(4&5&6

!"#$%&'(&.022#('./%'0(&7*+/"%2*(%$&1&/8*(.'*$4&5&9

!"#$%&'(&.022#('./%'0(&+"03*$$'0(/-$4&5&:

!"#$%&'(&0%)*"&.022#('./%0"$4&5&;

<"/.%'.*$&03&%"#$%=,#'-7'(8&.022#('./%'0(4&5&>

?)/--*(8*$ 03&%"#$%=,#'-7'(8&.022#('./%'0(45&@

!"/($+/"*(.A&'(&.022#('./%'0($4&5&B

?0(%*(%&."*/%'0(4&5&6:

?0(%*(%&7'$%"',#%'0(4&5&6;

</'7&0(-'(*&.022#('./%'0(4&5&6>

()*+&',-.&//$'"0%#"&',1*&2)++"&'%34C*208"/+)'.$ D7#./%'0( E0,&$%/%#$ <"03*$$'0(/-&$%/%#$

F8*&G&H*(7*"4&5&9;4&5&9>

<*"$0(/-&#$*&03&$0.'/-&2*7'/4&5&9@4 5&9B

<*"$0(/-&#$*&03&'(%*--'8*(%&/$$'$%/(%$4&5 9I4&5&:J

K(.02*4&5&:;

F./7*2'.&L#/-'3'./%'0(45&:6

<0$'%'0(4 5&6B

<"/.%'.*$&MF"*/$&03&N0"OP4&5&9:

DQ+*"'*(.*&0(&%)*&R0,MA*/"$P4&&5&:J

S*2,*"$)'+&'(&+"03*$$'0(/-&/$$0.'/%'0(M$P4&5&:9

.&//$'"0%#"&',5)1%*#/)'#DQ.*--*(.*

K(3-#*(.* <*"30"2/(.*F7T'$0"A '(3-#*(.*4&5&6I

DQ*.#%'T* '(3-#*(.*4&5&9J

U#..*$$4&5&96

5#/-'%A G&F,'-'%A4&5&99

6*7%'"+%#"&'U%"#.%#"*&1&?#-%#"* ?0#(%"A

!A+*&03&0"8/('$/%'0(4&5&6@

F-'8(2*(%&03&%)*&%0+&.022#('./%'0(&2/(/8*"4&5&99

D#"0+*/(&.0#(%"A4&5&::

()*0)1#"&'U%"/%*8'. '$$#*$4&5&V

F"%'3'.'/-&K(%*--'8*(.*&'(&.022#('./%'0($4 5&I

W(7*"$%/(7'(8&F"%'3'.'/-&K(%*--'8*(.*4&5&6J

X*L#'"*2*(%$&30"&F"%'3'.'/-&K(%*--'8*(.*4&5&66

X'$O$&03&F"%'3'.'/-&K(%*--'8*(.*4&5&69

Page 13: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

13

!"#$%&'()*+,-'+.%&$/01,$2,('&3+*('045

!"#$%$"&

!"#$%&'%(&))*+,-#.,&+/%01"+-2%(34 56758

9+,.%:"#$";/%<"#)%:"#$"; =>758

<"#)%)")?";/%(&+@*:.#+. =A7>8

4.B"; C7A8

'"()*+,*-$*&.*

D&;"%.B#+%EF%2"#;@ CG7>8

C%.&%EF%2"#;@ EA7H8

9I%.&%A%2"#;@ EG7G8

/0$1&2*&%)"3)%4*)."225&$.6%$"&)35&.%$"&

J.;&+1:2%#:,1+"$%-&))*+,-#.,&+%$"I#;.)"+. =C7=8

0:,1+"$%-&))*+,-#.,&+%$"I#;.)"+. CF758

K"#L:2%#:,1+"$%-&))*+,-#.,&+%$"I#;.)"+. E57A8

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

=>758

=A7>8

C7A8

CG7>8

EA7H8

EG7G8

/0$1&2*&%)"3)%4*)."225&$.6%$"&)35&.%$"&

J.;&+1:2%#:,1+"$%-&))*+,-#.,&+%$"I#;.)"+. =C7=8

CF758

K"#L:2%#:,1+"$%-&))*+,-#.,&+%$"I#;.)"+. E57A8

(&))*+,-#.,&+%-&+@*:.#+-2/VW%#1"+-2/

';"":#+-"%-&+@*:.#+.=67C8

Y&U";+)"+.X&M+"$/%I*?:,-X@"-.&;/%I&:,Z-#:%&;1#+,@#Z&+

EC7C8

[&+XI;&\.%&;1#+,@#Z&+/%#@@&-,#Z&+EF7>8

V;,U#."%-&)I#+2=57E8

]&,+.%@.&-L%-&)I#+2E6768

7-16&$#6%$"&

(&))*+,-#.,&+%$"I#;.)"+.%%%%%G57H8

Page 14: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

14

!"#$%&'()*'+,-#%.&/)%0)#"$1%&/"&2$

!"#$"%&'&()"

!!!"#$%%&'(#)*$'%$'(+$,"-&./.0-,1)22 -+.)3".4567./.'.8.49:;7.#$%%&'(#)*$'.<,$1-22($')32".=.6>?.@A)+.(2.B$&,.<$2(*$'C.=.4D?.E$!.$3F.),-.B$&C.=.4G?.@A)+.(2.B$&,.H-'F-,C.=.I6?.J3-)2-.2+)+-.+A-.A(HA-2+.)#)F-%(#/-F&#)*$')3.K&)3(L#)*$'.B$&.A$3F".=.I4?.M,-.B$&.).%-%N-,.$1.).<,$1-22($')3.$,H)'(2)*$'C

OP-,)33 E-)F.$1.#$%%&'(#)+($'9.MH-'#B.QRO

S'(+.3-)F-,9.T-)%.3-)F-,

T-)%.%-%N-,9.Q$'2&3+)'+

U-%)3-

V)3-

MH-.W$'.)P-,)H-X

G:";Y

DI"4Y

D4">.B-),2

D7";Y

G5"4Y

D:">.B-),2

GG"GY

DD"GY

D4"4.B-),2

:;";Y

I6"4Y

I>"I.B-),2

*+),"-.&/0/$"1+0&"$20/.+3#/4&52/4+6+0/.+3#&

Z$#+$,)+-.WJA"Z"9.Z,"X ;"4Y

V)2+-,.WV"M"9.V"[#"9.V)H"9.V"\"M"X9.Z(<3$%) :I"4Y

\)#A-3$,.W\"M"9.\"[#"X 4D"DY

]$.)#)F-%(#.F-H,-- D"6Y

7"18"%-,+9&+#&/&9%36"--+3#/4 /--30+/.+3#

R&,$<-)'.M22$#()+($'.$1.Q$%%&'(#)+($'.Z(,-#+$,2.WRMQZX

66"4Y

O+A-,.('+-,')+($')3.#$%%&'(#)+($'.)22$#()+($'

6G"GY

])+($')3.J^.$,.#$%%&'(#)+($'.)22$#()+($' D;":Y

Page 15: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

15

!"#$%&'()*+$,*&(-'"$)*&(.&()($%(,*'$*%/(*)%#,0

!"#$"%&'()%*+"!"#$%&&'(&)&*+,-

,*%$-"%&'()%*+"!!#.%&&'(&)&.$"-

!"#$%&'"&(#)*+"),*#"')-&)./)01+%$"*&)2%1&(+-"#)*&')3%1+)+"4-%&#

.*)$-"%&'()%*+"/,#0%&&'(&)&+01-

(/#$"%&'()%*+",.#"%&&'(&)&010-

00012*33)&42/5*&3*&4$*%1") 6'7"%8/##'"$'/91':;<='6'&'>':?@A='2*33)&42/5*&'+%*8"##4*&/9#1'B'CCD'E&'0-42-'()%*+"/&'#$/$"'/%"'F*)'&*%3/99F'G/#"HI''E&'$-4#'#)%J"F?'$-"')&4J"%#"'*8'K;'()%*+"/&'2*)&$%4"#'4#'G/#"H'*&'$-"'*L24/9'2*)&$%F'94#$'GF'$-"'()%*+"/&'M&4*&'N:;<=O'/&H'$-" P*9)3G4/'(&2F29*+"H4/ N:;<AO1

Q)#$%4/ R"9S4)3 T%/&2" U"%3/&F V4"2-$"&#$"4&

V)W"3G*)%S ,"$-"%9/&H# .04$X"%9/&H

Y"&3/%Z (#$*&4/ T4&9/&H E2"9/&H E%"9/&H V/$J4/

V4$-)/&4/ ,*%0/F .0"H"& M&4$"H'[4&SH*3

Q9G/&4/ Q&H*%%/ R*#&4/ /&H \"%X"S*J4&/ P%*/$4/ PF+%)# U%""2"

E$/9F [*#*J* ]/2"H*&4/ ]/9$/ ]*&$"&"S%* ^*%$)S/9

."%G4/ .9*J"&4/ .+/4& _)%Z"F

Q%3"&4/ R"9/%)# R)9S/%4/ PX"2-'`"+)G942 U"*%S4/ \)&S/%F

]*9H*J/ ^*9/&H `*3/&4/ `)##4/ .9*J/Z4/ MZ%/4&"

Page 16: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

!"#$%&'(&%)*&+,--#('+./,(&0",1*$$',(

Page 17: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

17

!"#$%&'()*&'*+&,!"#$%"&#'()"*+,-./#*+).*#,"#*0-#$%..#$-1,%#%"1#2()+"%3,.$#,.#1-'3,","45#6''(+1,"4#*(#*0-#3%*-.*#7)+(8%+($-*-+#9+($#:(;-$8-+#<=>?/#@A#B-+#'-"*#(9#*0-#',*,C-".#,"#*0-#7)+(B-%"#D",("#.0(E#3,**3-#(+#"(#'("9,1-"'-#,"#*0-#$-1,%/#E0,3-#("3&#("-#,"#9,;-#F>A#B-+#'-"*G#0%.#0,40#'("9,1-"'-#FH($$,..,("#-)+(BI-""-/#<=>?/#BB5#J=KJ@G5#L(*0#;%3)-.#E-+-#3(E-+#*0%"#,"#B+-;,().#.)+;-&.5

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

Z+(9-..,("%3.#%+-#$(+-#B(.,*,;-#%8()*#*0-#B-+'-,;-1#*+).*#,"#*0-,+#1-B%+*$-"*.#(+#%4-"',-.5#?X5>#B-+#'-"*#(9#*0-#+-.B("1-"*.#+-B(+*#%#B(.,*,;-#%**,*)1-#8&#-O-')*,;-.#,"#*0-,+#(E"#(+4%",.%*,("#(+#8&#'3,-"*./#9(33(E-1#8&#U@5A#B-+#'-"*#B-+'-,;-1#*+).*#9+($#2()+"%3,.*./#U=5>#B-+#'-"*#9+($#B)83,'.#%"1#_?5J#B-+#'-"*#9+($#,"93)-"'-+.#%"1#83(44-+.5#!"*-+-.*,"43&/#*+).*#,"#'($$)",'%*,("#1-B%+*$-"*.#,.#-OB-+,-"'-1#.,4",9,'%"*3&#3(E-+#,"#4(;-+"$-"*K(E"-1/#B)83,'#.-'*(+#%"1#B(3,*,'%3#(+4%",.%*,(".5

Z+(9-..,("%3.#%+-#*0-#$(.*#B(.,*,;-#%8()*#*0-#B-+'-,;-1#*+).*#*0-&#-"2(&#B-+.("%33&5#6#;%.*#$%2(+,*&#9--3.#*+).*-1#8&#*0-,+#'(33-%4)-./#8(..-./#%"1#,"*-+"%3#'3,-"*./#%.#E-33#%.#8&#-O*-+"%3#.*%N-0(31-+.#%"1#%)1,-"'-.5#`"#*0-#B-+.("%3#3-;-3#0,-+%+'0&#$%**-+.\#'($$)",'%*,("#3-%1-+.#9--3#$(+-#*+).*-1#*0%"#B+(9-..,("%3.#,"#(*0-+#+%"N.5#M0-#1%*%#%3.(#+-;-%3.#.($-#4-"1-+#1,99-+-"'-.\#E($-"#+-B(+*#$(+- *+).*-1#+-3%*,(".0,B.#E,*0#-O*-+"%3#.*%N-0(31-+./#8)*#$-"#'3%,$#*(#8-#("#8-**-+#*-+$.#E,*0#*(B#3-%1-+.#(9#*0-,+#(+4%",.%*,("5

M(#'("'3)1-#*0-#-$B,+,'%3#+-.)3*.#.0(E#*0%*#*+).*#,.#%"#,..)-#9(+#.*+%*-4,'#'($$)",'%*,("5#Z+%'*,*,("-+.#-OB-+,-"'-#$(.*#*+).*#("#*0-#$,'+(#3-;-3#%"1#3-%.*#*+).*#("#*0-#$%'+(#3-;-35#M0-&#9--3#$(.*#*+).*-1#8&#*(B#-O-')*,;-.#%"1#$)'0#3-..#8&#*0-#4-"-+%3#B)83,'5

Page 18: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

18

!"#$%&'(&%)*&+,--#('+.%',($&/&0#12'+&"*2.%',($&0",3*$$',(&45.+",&2*6*2789".+%'%',(*"$&*:0*"'*(+*&2,;&%"#$%;,"%)'(*$$&3",-&%)*'"&$%.<*),2=*"$

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

!"#$"%&"'()#*+)(%,()-"(.*/0%$(#"01)%2,+3$244*,%$1)%2,+(.#25"++%2,(/6(7

UV"3W

SV"9W

X6"5W

3V"UW

X"VV

X"X9

X"59

3"65

D$:.,J,#&*(H,1M*@$1,.('.#@)+C,.$0

2,)A('C.$+C)'(1)*($'1$+.&'(*1P

='02&,'#,+1.)'AE2$CC,+1

Y$&+')2(1*1

Z+A(')+>.:,$:2,MC,',+)2.:&E2(#P

M5P.L*+$'C.A(1*+&1*........................('.*@,.NO-#$%%1 :+$0,11($'

L*+$'C.*+&1*.M9P('.*@,.NO-#$%%1 :+$0,11($'

M3P MSPMXP

Page 19: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

19

!"#$%&%&'()"*+,'"-&(.+&(+/"&0#%)+$'1/#(&)*+#(2+.'0)"(1)(%#3+'".#(&*#%&'(*+")/'"%+#+4&.4)"+3)0)3+'5+%"6*%+%',#"2*+%4)+/"'5)**&'(+78+%4)+.)()"#3+/673&$

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

W3"5X

SY"YX

ZY"3X

3W"SX

[["ZX

S["WX

SS"3X

Z5"SX

[S"SX

S5"YX

ZY"5X

36"6X

[Y"3X

SY"[X

Z6"6X

3S"9X

[9"[X

94"5X

Z["5X

3S"WX

D$:.,J,#&*(H,1

='02&,'#,+1.)'A.E2$CC,+1.T

\$&+')2(1*1

]+A(')+>.:,$:2,MC,',+)2.:&E2(#P.TT

\$('*.1*$#^.#$%:)'(,1

N+(H)*,.#$%:)'(,1

_$H,+'%,'*)2.$+C)'(1)*($'1

`$'G:+$0(*.$+C)'(1)*($'1

a$'1&2*)'#(,1.b.cC,'#(,1

!"#$"%&"'()#*+)(%,()-"(.*/0%$(#"01)%2,+3$244*,%$1)%2,+(.#25"++%2,(/6(7

Page 20: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

20

!"#$%&'(&%)*&+,--#('+./,(&0",1*$$',(&23&4'5*"*(%&$%.6*),74*"$&.+",$$&8#",0*&

!"#$%&%'()*+%,

-./0(%.'%1,$2.3

40"55%1,6"(1.20*,),

713*.218$#%"#0%$95%.%120$#(40*':

!"#$%&%'()*+%,

-./0(%.'%1,$2.3

40"55%1,6"(1.20*,),

713*.218$#%"#0%$95%.%120$#(40*':

;%1<2.8 =>?@A BC?BA >D?EA E=?@A F#2*. GH?EA >I?GA HB?EA BD?GA

J(,)1*2 G@?DA BI?=A >@?@A BB?BA K"1)(520 GD?HA GH?BA B=?HA BG?CA

FL*)M%102.3 ==?>A B=?CA >B?CA BD?CA -)208 GG?EA HB?>A >>?@A @>?=A

N12.'% =D?CA BC?HA >D?IA E=?HA F0"+%.*2 GE?EA >@?>A BE?IA @C?IA

O%05*(< GH?BA >>?HA >B?EA @G?GA P1"2)*2 H>?HA HB?=A @H?>A @>?EA

Q%)R%102.3, =G?IA >E?GA B=?IA @=?IA F%14*2 HH?@A H@?=A BD?@A BH?BA

S.*)%3$T*.53"< =E?EA >E?CA BG?EA E>?BA !(1U%8 H@?BA >>?EA @I?IA @C?>A

-1%02.3 =B?EA H@?IA >C?EA EH?=A K"02.3 HC?IA BG?HA @D?DA @I?GA

FL%3%. =H?DA HB?GA BE?EA BE?DA PM%'R$V%#(40*' GG?DA H@?BA >E?BA @=?=A

Q"1L28 CH?>A HD?=A BD?EA @G?CA V"<2.*2 HI?IA H=?GA >>?@A BH?EA

N*.02.3 =C?=A HI?EA HB?EA >E?IA O(0521*2 HE?DA >D?CA BG?=A @H?HA

LLL?'"<<(.*'2)*".<".*)"1?%( W$X%1/2,, %)$20?$@DEI$W$.$Y$@Z@H@$'"<<(.*'2)*".$#1"/%,,*".20,$/1"<$@@$'"(.)1*%,?$[ E\$-.$<2.8$](1"#%2.$'"(.)1*%,Z$)1(,)$*.$)R%$<2,,$<%3*2$2.3$^"(1.20*,<$*,$3%'0*.*.5?$!R*,$<*5R)$4%$)1(%$/"1$")R%1$'"<<(.*'2)"1,$2,$L%00$_ )R",%$LR"$'"<<(.*'2)%$".$4%R20/$"/$'"<#2.*%,Z.".`#1"/*),Z$5"+%1.<%.),Z$#"0*)*'20$#21)*%,Z$%)'?$O2,%3$".$8"(1$%&#%1*%.'%Z$R"L$<('R$3"$)R%$/"00"L*.5$51"(#,$)1(,)$)R%$#(40*'$1%02)*".,W'"<<(.*'2)*".,#1"/%,,*".$*.$8"(1$'"(.)18a$F'20%$E$9F)1".5$3*,)1(,)$*.$)R%$KVW'"<<, #1"/%,,*".:$_ H$9F)1".5$)1(,)$*.$)R%$KVW'"<<, #1"/%,,*".:?$K%1'%.)25%,\$N1%b(%.'8$42,%3$".$,'20%$#"*.),$>`H?

Page 21: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

21

!"#$

!"#%

!"&!

!"$'

!"((

!"))

!"%'

&"**

!"*&

!"!#

!"%+

&"+)

!"(*

!"%)

!"$*

&"*&

!"(%

!"%)

&"+!

&"**

&+,-.,/-0123.

!$,4,!+

)$,4,)+

'$,4,'+

#$,-.,-563.

7%8,9:.-12,6;<:.0<:,;1,:=3,>?@A-BB< C.-D3<<;-1 9:.-12,:.0<:,;1,:=3,>?@A-BB< C.-D3<<;-1,7'87!8

E1F031A3.<,G16,H5-223.<,II

!"#$%&'(")*++,"$-.+&*/'*(,*$0*&+1("$%*(&1(#+1&23&,$).#*$0*(+4&2."%%*(+4&5"#($-.,+1+-$6&17*&%*$*(-.&'"'#.-1,"$&17-$&17*,(&*.6*(&'**(+

JJJ"A-BB01;AG:;-1B-1;:-."30 @,K3.DG<<,3:,G5",&$%+,@,1,L,&M'$',A-BB01;AG:;-1,C.-D3<<;-1G5<",N %O,E1,BG1/,P0.-C3G1,A-01:.;3<M,:.0<:,;1,:=3,BG<<,B36;GG16,Q-0.1G5;<B,;<,63A5;1;12",R=;<,B;2=:,H3,:.03,D-.,-:=3.,A-BB01;AG:-.<,G<,J355,S :=-<3,J=-,A-BB01;AG:3,-1,H3=G5D,-D,A-BCG1;3<M,1-14C.-D;:<M,2-T3.1B31:<MC-5;:;AG5,CG.:;3<M,3:A",UG<36,-1,/-0.,3VC3.;31A3M,=-J,B0A=,6-,:=3,D-55-J;12,2.-0C<,:.0<:,:=3,C0H5;A,.35G:;-1<@A-BB01;AG:;-1<,C.-D3<<;-1,;1,/-0.,A-01:./W,9AG53,%,79:.-12,6;<:.0<:,;1,:=3,>?@A-BB< C.-D3<<;-18,S ',79:.-12,:.0<:,;1,:=3,>?@A-BB<C.-D3<<;-18",X3G1,TG503<",II,Y;2=5/,<;21;D;AG1:,6;DD3.31A3<,7Z316G55,.G1[,A-..35G:;-1M,C,\,$"$%8"

R-C,3V3A0:;T3<,II

]-0.1G5;<:<,II

^.6;1G./,C3-C5372313.G5,C0H5;A8,II

!"#$"%&"'()#*+)(%,()-"(.*/0%$(#"0123,+4$355*,%$123,+(.#36"++%3,(/7(8

Page 22: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

22

!"#$%&'(&)*++#('),-*(&./0,"%+/(%$&,(.&,1/()'/$&23/$* 4/5/4673*$%&0",)--*(/"$&"/0*"%&,&0*$'-5/&,8%#./&9:&'(%/"(,4&,(.&/;%/"(,4&$%,</=*4./"$

!!!"#$%%&'(#)*($'%$'(*$+",& -./,+0)11.,*.)2".3456.-.'.7.3859:.#$%%&'(#)*($'.;+$0,11($')21".< 3=.>,*?1.@,*.%$+,.1;,#(0(#.)'A.0$#&1.$'.B$&+.$+@)'(1)*($'".C$!.A$.B$&.0,,2.)D$&*.*E,.)**(*&A,.*$!)+A1.B$&+.#$%%&'(#)*($'.A,;)+*%,'*-)@,'#B.DB.*E$1,.!E$.('*,+)#*.!(*E.B$&F.G#)2,.5.HI(1*+&1*.&1.1*+$'@2BJ.K L.HM+&1*.&1.1*+$'@2BJ".N,+#,'*)@,1=.O+,P&,'#B.D)1,A.$'.1#)2,.;$('*1.QRL".S,)'.T)2&,1"

9L"5U

VW"6U

V4"5U

:9"QU

Q"W3

W"6L

W"9L

W"9L

M$;.,X,#&*(T,1.)'AH('*,+')2J.#2(,'*1.0$+

!E$%.!,.!$+Y

Z$&+')2(1*1.!(*E.!E$%!,.('*,+)#*

N&D2(#1.)'A.;,$;2,.!E$&1,.$&+.%,A()8

#E)'',218.,T,'*18.,*#"

['02&,'#,+1.)'A.D2$@@,+1!(*E.!E$%.!,.('*,+)#*

H5J.I(1*+&1*.&1.1*+$'@2B M+&1*.&1.1*+$'@2B HLJH3J HQJHWJ

!"#$"%&"'()#*+)(%,()-"($.//*,%$0)%.,('"10#)/",)203",$4(54(6

Page 23: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

23

!"##$%&'()&"%*+,-(.)#,%)/*&%*0"1,.%#,%)(2*".0(%&/()&"%/*,3-,.&,%',*(*/&0%&4&'(%)25*2"6,.*2,1,2*"4*).$/)*&%),.%(225*(%+*75*72"00,./8&%42$,%',./

!!!"#$%%&'(#)*($'%$'(*$+",& -./,+0)11.,*.)2".3456.-.'.7.3859:.#$%%&'(#)*($'.;+$0,11($')21".< 3=.>,*?1.@,*.%$+,.1;,#(0(#.)'A.0$#&1.$'.B$&+.$+@)'(1)*($'".C$!.A$.B$&.0,,2.)D$&*.*E,.)**(*&A,.*$!)+A1.B$&+.#$%%&'(#)*($'.A,;)+*%,'*-)@,'#B.DB.*E$1,.!E$.('*,+)#*.!(*E.B$&F.G#)2,.5.HI(1*+&1*.&1.1*+$'@2BJ.K L.HM+&1*.&1.1*+$'@2BJ".N,)'.O)2&,1".PP.C(@E2B.1(@'(0(#)'*.A(00,+,'#,1.HQRSTQ8.;.U.4"45J".P.G(@'(0(#)'*.A(00,+,'#,1.HQRSTQ8.;.U.4"4LJ"

V"WV

W"69

W":6

W":V

V"5V

W"63

W"9V

W"6W

V"WL

V"4:

W"6V

V"54

V"W:

W"64

W"::

W"XW

Y$%;)'(,1

Z$O,+'%,'*)2.$+@)'(1)*($'1

R$'[;+$0(*.$+@)'(1)*($'1

Y$'1&2*)'#(,1.\.Q@,'#(,1

H5J.I(1*+&1*.&1 1*+$'@2B M+&1*.&1.1*+$'@2B.HLJ

M$;.,],#&*(O,1.)'A.H('*,+')2J.#2(,'*1.................0$+.!E$%.!,.!$+^.PP

_$&+')2(1*1...................................!(*E.!E$%.!,('*,+)#*.PP

`'02&,'#,+1.)'A.D2$@@,+1.!(*E.!E$%.!,.('*,+)#*.P

a&D2(#1.)'A.;,$;2,............!E$.&1,.$&+.%,A()8.#E)'',218.,O,'*18.,*#".PP.

HWJ

!"#$"%&"'()#*+)(%,()-"($.//*,%$0)%.,('"10#)/",)203",$4(54(6

Page 24: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

24

!"#$%&'(&)*++#('),%'*(&-./,"%+.(%$&,(-&,0.()'.$&12&-'33.".(%&$%,4.5*6-."$

!"#$%&%'()*+%,$-./$0*.)%1.-23$'2*%.),$$$$$$$$$$$$$$$$$4"1$56"75%$5"18

9"(1.-2*,),$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$5*)6

56"7$5%:.)%1-')

;(<2*',$-./$#%"#2%$$$$$$$$$$56"$(,%"(1$7%/*-=$'6-..%2,=$%+%.),=$%)'>$

:.42(%.'%1,$-./$<2"??%1,$5*)6$56"7$5%$*.)%1-')

!"#$%&%'()*+%,$-./$0*.)%1.-23$'2*%.),$$$$$$$$$$$$$$$$$4"1$56"75%$5"18

9"(1.-2*,),$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$5*)6

56"7$5%:.)%1-')

;(<2*',$-./$#%"#2%$$$$$$$$$$$$56"$(,%"(1$7%/*-=$'6-..%2,=$%+%.),=$%)'>$

:.42(%.'%1,$-./$<2"??%1,$5*)6$56"75%$*.)%1-')

@%17-.A BB>CD EE>FD GG>HD GI>JD K#-*. BL>ED EH>ED GB>FD GJ>LD

M(,)1*- BB>ID BG>JD EG>HD EF>ND ;"1)(?-2 BJ>ND GH>ED GE>ND EC>GD

K5*)O%12-./ HC>ED EF>GD EH>BD GF>CD :)-2A EE>BD EF>LD GG>HD EL>ND

P1-.'% BJ>JD EJ>BD GN>FD GF>ID K2"+%.*- BJ>ID EE>BD GE>BD GN>LD

Q%2?*(7 BG>FD EN>GD GN>JD GN>FD R1"-)*- EN>ED EJ>CD GF>ED GG>JD

S%)6%12-./, HC>FD EC>BD EN>BD GI>LD K%1<*- EH>JD EF>ID GL>ED EI>LD

T.*)%/$U*.?/"7 HF>FD EG>ED EJ>ND EI>FD !(18%A EB>BD NB>FD GG>FD GB>BD

:1%2-./ HC>FD BL>GD BL>JD EJ>HD ;"2-./ BN>ED EL>ND GH>BD GH>GD

K5%/%. BB>CD GJ>CD EE>ED EI>EDRO%'6$V%#(<2*' BL>ID BJ>JD GI>ED EI>LD

S"15-A HL>CD EB>BD BI>ND BC>LD V"7-.*- EN>ID GC>GD GE>CD GH>GD

P*.2-./ HC>FD BJ>ED EE>JD BL>LD Q(2?-1*- BJ>JD GH>LD GI>FD NN>BD

555>'"77(.*'-)*".7".*)"1>%( W$X%14-,, %)$-2>$FCIH$W$.$Y$I=HFN$'"77(.*'-)*".$#1"4%,,*".-2,$41"7$FF$'"(.)1*%,>$Z F[$\%)],$?%)$7"1%$,#%'*4*'$-./$4"'(,$".A"(1$"1?-.*,-)*".>$^"5$/"$A"($4%%2$-<"()$)6%$-))*)(/%$)"5-1/,$A"(1$'"77(.*'-)*".$/%#-1)7%.)W-?%.'A$<A$)6",%$56"$*.)%1-')$5*)6 A"(_$$K'-2%$I$0`*,)1(,)$(,$,)1".?2A3$a N$0!1(,)$(,$,)1".?2A3>$;%1'%.)-?%,[$P1%b(%.'A$<-,%/$".$,'-2%$#"*.),$LcN>

Page 25: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

25

!"#$%&%&'()"*+")*,'(*&-.)+/'"+'0)"#..+$'112(&$#%&'(+'"+*%"#%)34+)5,)"&)($)+#+.'6)"+.)0).+'/+%"2*%+-4+)5%)"(#.+*%#7)8'.9)"*+'(+%8)+'"3#(&*#%&'(#.+.)0).

!!!"#$%%&'(#)*($'%$'(*$+",& -./,+0)11.,*.)2".3456.-.'.7.895.#$%%&'(#)*($'.:+$0,11($')21".; 3<.=,*>1.?,*.%$+,.1:,#(0(#.)'@.0$#&1.$'.A$&+.$+?)'(1)*($'".

B$!.@$.A$&.0,,2.)C$&*.*D,.)**(*&@,.*$!)[email protected]$&+.#$%%&'(#)*($'.@,:)+*%,'*-)?,'#A.CA.*D$1,.!D$.('*,+)#*.!(*D.A$&E.F#)2,.5.GH(1*+&1*.&1.1*+$'?2AI.J 8.

GK+&1*.&1.1*+$'?2AI".L,)'.M)2&,1".NN.B(?D2A.1(?'(0(#)'*.@(00,+,'#,1.G('@,:,'@,'*.1)%:2,1.KOK,1*P.:.Q.4"45I".

R"S4

S"68

S"TR

S"T3

R"RR

S"6T

S"T6

S"T8

R"S8

R"4T

S"T6

S"T6

R"36

S"66

S"6R

R"44

R"39

S"6S

S"65

S"69

UM,+)22.#$%%&'(#)*($'

F*+)*,?A.)'@.#$$+@(')*($'

L,@().+,2)*($'1

U'2(',.#$%%&'(#)*($'

L)+V,*('?P.C+)'@P.#$'1&%,+.#$%%&'(#)*($'

G5I.H(1*+&1*.&1.1*+$'?2A K+&1*.&1.1*+$'?2A.G8I

K$:.,W,#&*(M,1.)'@.

G('*,+')2I.#2(,'*1..........................

0$+.!D$%.!,.!$+V.NN

X$&+')2(1*1....................................

!(*D.!D$%.!,.

('*,+)#*.NN

Y&C2(#1.)'@.:,$:2,....................

!D$.&1,.$&+.%,@()P.

#D)'',21P.,M,'*1P.,*#".NN

Z'02&,'#,+1.)'@.

C2$??,+1.!(*D.!D$%.

!,.('*,+)#*.NN

GSI

!"#$"%&"'()#*+)(%,()-"($.//*,%$0)%.,('"10#)/",)203",$4(54(6

Page 26: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

26

!"#$%&'(&)*++#('),-*(&.",)--*(/"$&./"$*(,001&23')"*&0/4/0567&4,$%&+,8*"'%1&9//0$&%"#$%/:&;1&'(%/"(,0&.,"%(/"$<&/=%/"(,0&%"#$%&'$&,&;'%&0*>/"

!!!"#$%%&'(#)*($'%$'(*$+",& -./,+0)11.,*.)2".3456.-.'.7.58639.#$%%&'(#)*($'.:+$0,11($')21".; <=.>'?.'$!8.:2,)1,.*@('A.)B$&*.C$&+.:,+1$')2.1(*&)*($'".D'.C$&+.?)(2C.!$+A8.!@$.*,'?1.*$.?(1*+&1*.C$&+.)?E(#,.)'?.)#*(E(*(,18.)'?.!@$.*+&1*1.C$&F.G@('A.$0.*@,.)E,+)H,.2,E,2.$0.*+&1* (' ,)#@.H+$&:".I#)2,.5.JK(1*+&1*.%,.1*+$'H2CL.M N.JG+&1*.%,.1*+$'H2CL".O,+#,'*)H,1=.P+,Q&,'#C.B)1,?.$'.1#)2,.:$('*1.RSN".T,)'.E)2&,1"

6<"4U

64"4U

V6"3U

V3"VU

V3"WU

9N"NU

R"W5

R"RR

R"RV

R"5<

R"5<

<"6V

X$22,)H&,1.)'?.#$S!$+A,+1.('.%C?,:)+*%,'*-)H,'#C

JD'*,+')2L.#2(,'*1.DY%.!$+A('H.0$+

G@,.*$:.2,)?,+.('.%C?,:)+*%,'*-)H,'#C

O&B2(#1.)'?.:,$:2,.D.*)2A.*$.?(+,#*2CJ,"H".('.1*)A,@$2?,+.?()2$H&,1L

Z$&+')2(1*1.D.!$+A.!(*@

D'02&,'#,+1.)'?.B2$HH,+1.D.!$+A.!(*@

J5L.K(1*+&1* %, 1*+$'H2C G+&1*.%,.1*+$'H2C JNLJ3L JRLJ<L

!"#$"%&"'()#*+)(%,(-,"+"./(01(2

Page 27: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

27

!"#$%&'(&)*++#('),%'*(&-",)%'%'*(."$&/0&1'22.".(%&$%,3.4*51."$&,)"*$$&6#"*-.

!"#$%&#'()*+(,%#$-***************************

"./*01&2,#3*41&

567(,+-*'#8*9%19(%******************"*$'(2*$1*8,&%+$(:

;16&#'(,-$-"*01&2*0,$<

"#4(6%#+%&-*'#8*7(133%&-******************"*01&2*0,$<

!"#$%&#'()*+(,%#$-***************************

"./*01&2,#3*41&

567(,+-*'#8*9%19(%******************"*$'(2*$1*8,&%+$(:

;16&#'(,-$-"*01&2*0,$<

"#4(6%#+%&-*'#8*7(133%&-******************"*01&2*0,$<

=%&/'#: >?@?A BC@CA C>@?A BD@?A E9',# CB@FA CF@BA CD@FA BG@CA

H6-$&,' >G@>A >I@DA >?@CA BC@IA 51&$63'( CC@FA CF@JA BG@JA CG@KA

E0,$L%&('#8 >G@FA CG@CA BB@CA B?@>A "$'(: CF@BA CD@IA CG@JA B?@JA

M&'#+% CD@CA CJ@KA BK@DA FG@?A E(1N%#,' >I@BA C?@>A CK@>A CI@?A

O%(3,6/ >I@IA CJ@IA CF@GA BJ@GA P&1'$,' >I@BA BD@CA CJ@?A BC@?A

Q%$<%&('#8- >D@BA CB@GA BC@IA BD@BA E%&7,' >G@>A CK@KA CJ@KA BD@BA

R#,$%8*S,#381/ >B@IA BC@CA CD@>A BK@DA T6&2%: CD@JA BF@>A CJ@KA B>@IA

"&%('#8 >G@IA >G@IA >I@IA BC@>A 51('#8 C>@?A CF@KA CB@IA BC@FA

E0%8%# C>@IA CF@BA B?@DA FF@BA PL%+<*U%967(,+ B>@JA BG@?A CC@>A CK@?A

Q1&0': >K@JA >G@CA CF@JA CI@FA U1/'#,' CI@>A B?@DA FC@>A BK@IA

M,#('#8 >I@DA CD@JA C?@BA BF@>A O6(3'&,' >G@IA >J@BA CI@>A BF@?A

000@+1//6#,+'$,1#/1#,$1&@%6 V*W%&4'-- %$*'(@*GIJ>*V*#*X*JYBJB*+1//6#,+'$,1#*9&14%--,1#'(-*4&1/*GG*+16#$&,%-@*Z ?[*H#8*#10Y*9(%'-%*$<,#2*'716$*:16&9%&-1#'(*-,$6'$,1#@*"#*:16&*8',(:*01&2Y*0<1*$%#8-*$1*8,-$&6-$*:16&*'8N,+%*'#8*'+$,N,$,%-Y*'#8*0<1*$&6-$-*:16\*T<,#2*14*$<%*'N%&'3%*(%N%(*14*$&6-$*,#*%'+<*3&169@*E+'(%*J*!],-$&6-$*/%*-$&1#3(:)*^ K*!T&6-$*/%*-$&1#3(:)@*5%&+%#$'3%-[*M&%_6%#+:*7'-%8*1#*-+'(%*91,#$-*D`K@

Page 28: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

28

!"#$

!"#%

!"&'

!"%$

!"%$

("))

!"#&

!"&&

!"&*

!"%#

!"(*

!"*'

!"&+

!"!'

!"!%

!"%!

!"*)

!"*+

!"&#

!"!*

!"($

!"%!

!"*)

!"%%

!"#)

!"#'

!"&)

!"%%

!"%*

!"**

,-./-0123/453677.584/-874

9058/3.0:/-874;

<4:840367==>486/-874

9/.?0-841@3A./45@3674;>=0.367==>486/-874

B74;>:-/462@3/5C8;84130-6"

D%E3F8;-.>;-3=03;-.741:2 G.>;-3=03;-.741:23D&E

B7::0/1>0;3/45367H

I7.?0.;3843=2350J/.-=04-K/104623LL

M7>.4/:8;-;3N3I7.?3I8-O3LL

P>A:86;3/453J07J:0333333333333333333

N3-/:?3-7358.06-:2 D0"1"3843;-/?0O7:50.358/:71>0;E3

DN4-0.4/:E36:804-;333333333333333333333333333

NQ=3I7.?8413R7.3LL

GO03-7J3:0/50.3843=23

50J/.-=04-K/104623LL

N4R:>0460.;3/453A:7110.;333333333333333333

N3I7.?3I8-O3LL

D(E

!"#$%&%&'()"*+,'"-&(.+&(+/#"-)%&(.01"#(2+#(2+'(3&()+$'//4(&$#%&'(+)56)"&)($)+3)**+%"4*%+17+$'33)#.4)*8+%'6+3)#2)"*+#(2+$3&)(%*+%9#(+6))"*+&(+'%9)"+6"#$%&$)*

III"67==>486/-874=748-7."0> K3S0.R/;;30-3/:"3'*%)3K343T3!(#367==>486/-8743J.7R0;;874/:;"3U (V3W45347I@3J:0/;03-O84?3/A7>-327>.3J0.;74/:3;8->/-874"3N4327>.35/8:23I7.?@3IO73-045;3-7358;-.>;-327>.3/5C8603/453/6-8C8-80;@3/453IO73-.>;-;327>X3GO84?37R3-O03/C0./103:0C0:37R3-.>;-38430/6O31.7>J"3,6/:03%3DF8;-.>;-3=03;-.741:2E3Y &3DG.>;-3=03;-.741:2E"390/43C/:>0;"3LL3Z81O:23;8148R86/4-358RR0.0460;3D8450J04504-3;/=J:0;3GHG0;-@3J3[3*"*%E"

!"#$"%&"'()#*+)(%,(-,"+"./(01(2

Page 29: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

29

!"#$%$&'()*%++#$,-)./**01"&%+"/1)2#%3#$,)4##2),"51"4"&%1+2()*/$#)+$0,+#3+'%1)6$/4#,,"/1%2,)"1)/+'#$)$%17,

!!!"#$%%&'(#)*($'%$'(*$+",& -./,+0)11.,*.)2".3456.-.'.7.58949.#$%%&'(#)*($'.:+$0,11($')21".; <=.>'?.'$!8.:2,)1,.*@('A.)B$&*.C$&+.:,+1$')2.1(*&)*($'".D'.C$&+.?)(2C.!$+A8.!@$.*,'?1.*$.?(1*+&1*.C$&+.)?E(#,.)'?.)#*(E(*(,18.)'?.!@$.*+&1*1.C$&F.G@('A.$0.*@,.)E,+)H,.2,E,2.$0.*+&1*.('.,)#@.H+$&:".I#)2,.5.JK(1*+&1*.%,.1*+$'H2CL.M N.JG+&1*.%,.1*+$'H2CL".O,)'.E)2&,1".PP.Q([email protected](H'(0(#)'*.?(00,+,'#,1.JR,'?)22.+)'A.#$++,2)*($'8.:.S.4"45L"

T"N5

T"<T

T"<U

T"46

T"45

<"69

T"V3

T"TV

T"T4

T"55

T"5<

<"66

T"V6

T"VN

T"NT

T"34

T"35

<"69

G,)%.%,%B,+.-.W$'1&2*)'*

X'(*.2,)?,+.-.G,)%.2,)?,+

Q,)?.$0.#$%%&'(#)*($'.-.>H,'#C.WYZ

J5L.K(1*+&1*.%,.1*+$'H2C G+&1*.%,.1*+$'H2C.JNL

W$22,)H&,1.)'?.#$[!$+A,+1.('.%C.?,:)+*%,'*-)H,'#C.PP

\$&+')2(1*1.D.!$+A.!(*@.PP

]&B2(#1.)'?.:,$:2,..................D.*)2A.*$.?(+,#*2C J,"H".('.1*)A,@$2?,+.?()2$H&,1L.PP

JD'*,+')2L.#2(,'*1...........................D^%.!$+A('H.0$+.PP

G@,.*$:.2,)?,+.('.%C.?,:)+*%,'*-)H,'#C.PP

D'02&,'#,+1.)'?.B2$HH,+1.D.!$+A.!(*@

J<L

!"#$"%&"'()#*+)(%,(-,"+"./(01(2

Page 30: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

30

!"#$

!"%$

!"!!

!"&%

!"&#

'"()

!"#$

!"!)

!"!!

!"$*

!"$(

!"&#

+,-.

/.0,-.

1$234567896730.3678:;<-= >896730.3678:;<-=31%2

?:--.,<9.63,;@3A:BC:8D.8635;[email protected],870.;7F,<.;A=

G:98;,-56763H3C:8D3C57I3JJ

K9L-5A63,;@3E.:E-.333333333333333333H37,-D37:[email protected]= 1."<"35;367,D.I:[email protected]@5,-:<9.623JJ3

1H;7.8;,-23A-5.;76333333333333333333333333333HM03C:8D5;<3N:8

>I.37:E3-.,@.835;[email protected],870.;7F,<.;A=

H;N-9.;A.863,;@3L-:<<.86333333333333333333H3C:8D3C57I3JJ

1'2

!"#$%"&'(##)*+'$,+(*&-.$',+,+(*"./&."-(.,&#(."&,.)/,"0&."%$,+(*/1+-/&2+,1&"3,".*$%&/,$4"1(%0"./5&6),&#"*&$."&(*&6",,".&,".#/&2+,1&,(-&%"$0"./

CCC"A:009;5A,75:;0:;57:8".9 F3O.8N,663.73,-"3P&$*3F3;3Q3$R*P'3A:009;5A,75:;3E8:N.665:;,-6"3S 'T3U;@3;:CR3E-.,6.37I5;D3,L:973=:983E.86:;,-36579,75:;"3H;3=:983@,5-=3C:8DR3CI:37.;@637:3@56789673=:983,@V5A.3,;@3,A75V575.6R3,;@3CI:37896763=:9W3>I5;D3:N37I.3,V.8,<.3-.V.-3:N378967 5; .,AI3<8:9E"3XA,-.3$314567896730.3678:;<-=23Y %31>896730.3678:;<-=2"3+.,;3V,-9.6"3JJ3Z5<I-=365<;5N5A,;[email protected].;A.6315;@.E.;@.;736,0E-.63>B>.67R3E3[3&"&$2"

!"#$"%&"'()#*+)(%,(-,"+"./(01(2

Page 31: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

31

!"#$%&'(&$%")%*+',&,-..#(',)%'-(&)(/&0#12',&"*2)%'-($342*)"&/'55*"*(,*$&1*%6**(&/'55*"*(%&2*7*2$&)(/&$%)8*9-2/*"$

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

[9"3\

]V"5\

64"4\

Z9"V\

[]"Z\

9V"V\

O6"5\

9O"6\

]3"[\

39"[\

94"5\

]3"]\

^)#+$-2,H,2S#$%%&'(#)*($'.W_

:+$0,11($'U

^,1$-2,H,2S#$%%&'(#)*($'.W_

A,:)+*%,'*1.)C,'#(,1U

^(#+$-2,H,2S#$%%&'(#)*($'.-W_

:+)#*(*($',+1U

D$:-,J,#&*(H,1-.-S('*,+')2U-#2(,'*1

='02&,'#,+1-)'A-E2$CC,+1

`$&+')2(1*1

W&E2(#1-.-W,$:2,

W,+#,(H,A-*+&1*-E>-"""

Page 32: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

!"#$%&'()"*('%+,)-.+%*.(%,+.$'./0,&.(1*

Page 33: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

33

!"#$%&'()*&'*+&,!"##$%&'()&"%*(%+*,-*./"0122&"%(32*(/1*%")*)41*"%35*.1/2"%2*2.1(6&%7*"%*814(30*"0*"/7(%&2()&"%29*:"/#(3*/1./121%)()&;12*3&61*!<=2*(%+*8"(/+*#1#81/2*"/*#(/61)&%7*(%+*2(312*.1".31>*(2*?133*(2*")41/*1#.3"5112*(%+*#1#81/2*"0*)41*"/7(%&2()&"%*.3(5*(*/"31*(2*?133>*?41)41/*)415*(/1*'"('41+*85*./(')&)&"%1/2*"/*%")9*<@)1/%(3*[email protected]/)2*&%*)41*0&13+>*'$2)"#1/2>*0(%2*(%+*2$.."/)1/2>*(%+*1;1%*(')&;&2)2*?&)4 ";1/3(..&%7*&%)1/12)2*'(%*(32"*2$.."/)9*A%"?&%7*(8"$)*+&001/1%)*(+;"'()12*(%+*'4""2&%7*"/*2$.."/)&%7*)41#*'(/10$335*&2*(%*&#."/)(%)*.(/)*"0*2)/()17&'*'"##$%&'()&"%9

B&)1/()$/1*(%+*1(/3&1/*/121(/'4*2$7712)*)4()*.$83&'*)/$2)*&%*('(+1#&'*[email protected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

L4&2*51(/[2*#"%&)"/*(261+*'"##$%&'()&"%*(%+*,-*./"0122&"%(32*4"?*)415*[email protected]/&1%'1*)41*)/$2)*"0*)41*71%1/(3*.$83&'*&%*+&001/1%) 7/"$.2*2.1(6&%7*"%*814(30*"0*)41&/*"/7(%&2()&"%9*,/(')&)&"%1/2*)4&%6*)4()*#"2)*")41/*(+;"'()12*(/1*#"/1*)/$2)?"/)45*)4(%*)41#213;129 L415*.1/'1&;1*1@)1/%(3*[email protected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email protected]/)2*(%+*2$.."/)1/2*2&7%&0&'(%)35*4&741/*)4(%*)41&/*.11/2*&%*")41/*"/7(%&2()&"%2>*(%+*)415*(32"*[email protected]/&1%'1*(*4&741/*31;13*"0*)/$2)*&%*)41#213;129

,/"0122&"%(32*+"*%")*.1/'1&;1*#$'4*+&2)/$2)*&%*(+;"'()12*2.1(6&%7*"%*814(30*"0*"/7(%&2()&"%29*=%35*_9_*.1/*'1%)*"0*)41#*/1."/)*+&2)/$2)*(%+*)41*#(Y"/&)5*"0*`H9`*.1/*'1%)*)4&%62*)4()*"/+&%(/5*.1".31*&%*)41&/*'"$%)/5*)/$2)2*"/7(%&2()&"%(3*(+;"'()129*a$)*)41/1*(/1*2&7%&0&'(%)*+&001/1%'12*('/"22*<$/".19*L41*.1/'1.)&"%*"0*";1/(33*.$83&'*)/$2)*&%*(+;"'()12*&2*3"?12)*&%*b1/#(%5>*:/(%'1>*,"3(%+> )41*c%&)1+*A&%7+"#*(%+*d)(35P*(%+*4&7412)*&%*d/13(%+>*:&%3(%+>*U"/?(5>*(%+*X?1+1%9

L41*0&%+&%72*(8"$)*.$83&'*)/$2)*&%*+&001/1%)*2.1(61/2*(/1*.(/)35*&%*3&%1*?&)4*./1;&"$2*/121(/'4*8(21+*"%*2)(614"3+1/*2$/;152*(%+ .$83&'*".&%&"%*."3329*!"##$%&'()&"%*./"0122&"%(32*)4&%6*)4()*1#.3"5112*(/1*#"/1*)/$2)1+*)4(%*)41#213;12>*8$)*%")*(2*#$'4*(2*)41*3&)1/()$/1*2$7712)29*,/(')&)&"%1/2*4(;1*(32">*'"%)/(/5*)"*?4()*)41*3&)1/()$/1*2(52>*(*2)/"%7*'"%0&+1%'1*&%*)41*)/$2)*.1".31*4(;1*&%*31(+1/2 "0*)41&/*"/7(%&2()&"%29

Page 34: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

34

!"#$%&'()"*('%+',)-.+%*.(%,+.$'./0,&.(1*2'34(1)+.$'1451)(*6'*"55,)(1)*6'(,5'7.+.-1)*''.+/'175$,811*'.)1'7,)1'()"*(1/'(9.+'&,77"+%&.(%,+'5).&(%(%,+1)*

!!!"#$%%&'(#)*($'%$'(*$+",& -./,+0)11.,*.)2".3456.-.'.7.3893:.#$%%&'(#)*($'.;+$0,11($')21".< =>.?'.)@@(*($'.*$.#$%%&'(#)*($'.;+$0,11($')21*A,+,.)+,.%)'B.$*A,+1.!A$.#)'.1;,)C.$'.D,A)20.$0.)'.$+E)'(1)*($'>.*$;.%)')E,+18.%)+C,*('E.;+$0,11($')218.)22.$0.*A,.$+E)'(1)*($'F1.,%;2$B,,18,G*,+')2.,G;,+*18.$+.,G*,+')2.#&1*$%,+1-#2(,'*1".HA('C('E.$0.B$&+.$+E)'(1)*($'8.A$!.%&#A.@$.$+@(')+B.;,$;2,.('.B$&+.#$&'*+B.I*A, E,',+)2.;$;&2)*($'J*+&1*.*A,1,.#$%%&'(#)*$+1K.L#)2,.5.IL*+$'E.@(1*+&1*J.M 9.IL*+$'E.*+&1*J".N,+#,'*)E,1>.O+,P&,'#B.D)1,@.$'.1#)2,.;$('*1.=Q9".R,)'.S)2&,1"

T4"UV

::"TV

:U"6V

:5"4V

:4":V

=U"3V

U5":V

U"WT

U"W4

U"T9

U"T4

U":W

U"U=

U"49

XG*,+')2.,G;,+*1.('.*A,.0(,[email protected],"E";+$0,11$+18.#$'1&2*)'*1J

Y,)@,+1.$0.%B.$+E)'(1)*($'.IZX[18.D$)+@%,%D,+18.*$;.,G,#&*(S,1J

XG*,+')2.1&;;$+*,+1-0)'1.$+#&1*$%,+1-#2(,'*1.$0.%B.$+E)'(1)*($'

[*A,+.,%;2$B,,1-%,%D,+1.$0.%B$+E)'(1)*($'

Z$%%&'(#)*($'.)'@.;&D2(#.+,2)*($'1;+)#*(*($',+1.$0.%B.$+E)'(1)*($'

R)+C,*('E.)'@.1)2,1.+,;+,1,'*)*(S,1.$0%B.$+E)'(1)*($'

\#*(S(1*1.)'@.$*A,+.,G*,+')2.$+E)'(1)*($'1!(*A.*A,(+.$!'.)E,'@)

I5J.L*+$'E.@(1*+&1* L*+$'E.*+&1* I9JI3J I=JIUJ

!"#$"%&"'()#*+)(,-(,#'%./#0(1",12"(3)4"(5"."#/2(1,1*2/)%,.6(%.(7

Page 35: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

35

!"##

!"#!

!"$#

!"%&

!"$'

!"()

!"'$

!"&)

!"$&

!"%#

!"%#

!"$!

!"!&

!"')

!"&%

!"#!

!"#$

!"$'

!"#*

!"('

!"*)

!"#'

!"$(

!"%&

!"$*

!"%'

!"*#

!"')

+,-./0123

4,5260-207/89,6:/013/71,03

;,0<.6,=179,6:/013/71,03

+,03>87/0?1239@9A:20?123

B*C9D76,0:9E1376>37 D76,0:976>379BFC

GH7260/892H.267391097I29=128EB2":"9.6,=233,63J9?,03>87/073C9K999999

+,-->01?/71,09/0E9.>L81?9628/71,039.6/?7171,02639,=9-M9,6:/013/71,09KK

N7I2692-.8,M223O-2-L263,=9-M9,6:/013/71,0

GH7260/893>..,67263O=/039,69?>37,-263O?8120739,=9-M9,6:/013/71,09KK

P2/E2639,=9-M9,6:/013/71,0B+GN3J9L,/6E9-2-L263J97,.92H2?>71523C

A?71513739/0E9,7I2692H7260/89,6:/013/71,039Q17I97I2169,Q09/:20E/

R/6S2710:9/0E93/823962.623207/71523999999999999999999999999,=9-M9,6:/013/71,09KK

!"#$%&%&'()"*+,'"-&(.+&(+('(/0"'1&%*+"#%)+0234&$+%"2*%+&(+)5%)"(#4+)50)"%*6+)5%)"(#4+*200'"%)"*+#(7+!8+0"'1)**&'(#4*+9&.9)"+%9#(+0))"*+&(+'%9)"+'".#(&*#%&'(*

QQQ"?,-->01?/71,0-,017,6"2> O9T26=/339279/8"9)'*&9O909U9)JF)%9?,-->01?/71,09.6,=2331,0/83"9V (W9X09/EE171,097,9?,-->01?/71,09.6,=2331,0/8397I2629/629-/0M9,7I2639QI,9?/093.2/S9,09L2I/8=9,=9/09,6:/013/71,0W97,.9-/0/:263J9-/6S2710:9.6,=2331,0/83J9/889,=97I29,6:/013/71,0Y392-.8,M223J92H7260/892H.2673J9,692H7260/89?>37,-263O?812073"9ZI10S10:9,=9M,>69,6:/013/71,0J9I,Q9->?I9E,9,6E10/6M9.2,.829109M,>69?,>076M9B7I29:2026/89.,.>8/71,0C976>3797I2329?,-->01?/7,63[9D?/829*9BD76,0:9E1376>37C9\ F9BD76,0:976>37C"9R2/095/8>23"9KK9]1:I8M931:01=1?/079E1==2620?239BA;N^AJ9.9_9'"'*C"9K9D1:01=1?/079E1==2620?239BA;N^AJ9.9_9'"'FC"

!"#$"%&"'()#*+)(,-(,#'%./#0(1",12"(3)4"(5"."#/2(1,1*2/)%,.6(%.(7

Page 36: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

36

!"#$%&&'()*&+,'-$).-'+/'-01.#'.(#%2+/3'1/'*#0%&4'14'1$3%/+.%-+1/.561.-'($%,-+-+1/#$.'$#(1$-'%*1)-'(1.+-+"#'1$'/#)-$%&'%--+-)7#.

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

V(1*+&1*.('.)@T$#)*,1="=Z

X,&*+)2=Y"3Z

H+&1*.('.)@T$#)*,193"9Z

!"#$"%&"'()#*+)(,-(,#'%./#0(1",12"(3)4"(5"."#/2(1,1*2/)%,.6(%.(/22(/'&,$/)"+

Page 37: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

37

!"#$%&&'()*&+,'-$).-'+/'%0"1,%-#.'0+22#$.'.+3/+2+,%/-&4'%,$1..'5)$1(#67#$8%/49':$%/,#9';1&%/09'<='%/0'>-%&4'%$#'&%33+/3'*#?+/0

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

^,+%)'B.IY"<_J[&1*+().IY"_5J

P!(*`,+2)'?.IY"9<J

a+)'#,.IY"<bJ

c,2E(&%.IY"VYJ

X,*A,+2)'?1.IY"9YJ

d'(*,?.e('E?$%.IY"V3J

>+,2)'?.IY"b_J

P!,?,'.IY"_VJ

X$+!)B.IY"_6J

a('2)'?.IY"b3JP:)('.IY"99J

M$+*&E)2.IY"96J

>*)2B.IY"V3J

P2$T,'().IY"_4J

L+$)*().IY"V6J

P,+D().IY"96J

H&+C,B.IY"94J

M$2)'?.IY"V4J

L`,#A.N,:&D2(#.IY"V6J

N$%)'().IY"93J

c&2E)+().IY"9_J

f,1*,+'.S&+$:,

X$+*A,+'.S&+$:,

P$&*A,+'.S&+$:,

S)1*,+'.S&+$:,>'?,G.+)'E('E.0+$%.5.IP*+$'E.?(1*+&1*J.U V.IP*+$'E.*+&1*J

5"44.

V"44

V"44

Page 38: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

!"#$$%&'%()*+),-.$/.&')01-(0)#&/)01#&(2#1%&34

Page 39: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

39

!"#$%&'()*&'*+&,!"##$%&'()&"%*#(%(+,#,%)*'(%*-).&/,*)"*+(&%*-)(0,1"23,.-4*).$-)*"%*3&55,.,%)*2,/,2-*67.)1$.*89*:(+,*;"'&,)<*=*>$-&%,--*?"$%3)(@2,*A%-)&)$),*5".*!".B".(),*C)1&'-D*EFFGH9*I&),.()$.,*-1"J-*)1()*)1,.,*&-*"5),%*(*+(B*@,)J,,%*).$-)*2,/,2-*"5*(*B(.)&'$2(.*'"#B(%<*".*".+(%&-()&"%*(%3*)1,*&%-)&)$)&"%(2*2,/,2*"5*@$-&%,--,-D*,9+9*)1,*5&%(%'&(2*-,')".D*)1,*,%,.+<*-,')".*".*.,)(&2&%+*6K(..&-*=*8&'0-D*EFLFH9

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

:.(')&)&"%,.-*.,B".)*)1()*).(%-B(.,%'<D*3,5&%,3*(-*),22&%+*J1()*<"$*0%"J*(%3*3&-'2"-&%+*'"%),[)-D*&-*)1,*#"-)*3&55&'$2)*)"*('1&,/,*(%3*)1,.,5".,*)1,*@&++,-)*'1(22,%+,*"5*).$-)V@$&23&%+*'"##$%&'()&"%9*U"-)*.,-B"%3,%)-*6GL9F*B,.*',%)H*)1&%0*)1()*)1&-*&-*-"#,)&#,-D*"5),%*".*(2J(<-*'1(22,%+&%+9*>,&%+*0%"J2,3+,(@2,*(%3*@,&%+*,)1&'(2*(.,*'"%-&3,.,3*2,--*B."@2,#()&'9

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

P"*'"%'2$3,D*)1,*.,-$2)-*-1"J*)1()*).(%-B(.,%)*'"##$%&'()&"%*&-*%")*,(-<*)"*('1&,/,*5".*".+(%&-()&"%-*_ @")1*(@"$)*(-B,')-*@,2"%+&%+*)"*J1()*)1,*!"##&)),,*5".*C'"%"#&'*`,/,2"B#,%)*6LNGLH*'(22,3*)1,*"$),.*'&.'2,*"5*-"'&(2*.,-B"%-&@&2&)<*"5*".+(%&-()&"%-*6)1,&.*."2,*&%*-"'&,)<H*(%3*(@"$)*(-B,')-*"5*)1,&.*&%%,.*'&.'2,*"5*.,-B"%-&@&2&)<D*&9,9*)1,*,55&'&,%)*,[,'$)&"%*"5*,'"%"#&'*)(-0-9*A)*-,,#-*,-B,'&(22<*3&55&'$2)*)"*@,*).(%-B(.,%)*(@"$)*-).(),+&,-*(%3*B."',--,-*$-,3*)"*.,('1*".+(%&-()&"%(2*+"(2-9

Page 40: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

40

!"#$%

!&#'%

("#)%

*+,-+./01234105+0670829-+54-158+0-+:;8205140<2-+:4

*+,-+./01234105+083206-2=/1>0<345+/4408204/.18208?048.5/17

*+,-+./01234105+0@/-:/2408?0670829-+54-158+

!"#$"%&"'()*+,)(-.(,)$/0#1230*,(&,($(/0.('1$2(41*(%155+"&%$)&1"(6*140,,&1"$2,(7$"3(5$&"2.(41%+,03(1"()#0(1*'$"&,$)&1"($"3(&),(-*$"3,

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

!"#$%&'(&)*+&,#'$-&."/0&"1&2"334('2#)'"(&5/"1+%%'"(#$%

!"#$%2-1/0]<35@:5+90-+:06-5+1-5+5+9012341^-408+/08?01,/018E01,2//0412-1/95.05443/4

?820.8663+5.-158+403+15@0&'&&

&'()'*+,-./0-,1',2 345$ 3455 6

_29-+54-158+;<2-+:4 !"#$% "$#&% X N#"

`-2=/14 !&#'% (D#!% a0G#&

b/-:/24 ("#)% ("#$% X '#&

Page 41: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

41

!"#$%&'#()*(+,-./"-)01*0"$-($-2"13%($0*-4/$%-(+%0+$(50)6-(+-7/(+%-$%/38-3/421+(0$-1+*-,/50"+40+%&/9+0*:-2#')(3-$03%/"-1+*-2/)(%(31)-/",1+($1%(/+$

!!!"#$%%&'(#)*($'%$'(*$+",& -./,+0)11.,*.)2".3456.-.'.7.389:6.#$%%&'(#)*($'.;+$0,11($')21".< =>.?$%%&'(#)*($'.%)')@,%,'*.%)A.1*+(B,.*$.@)('1*)C,D$2E,+1F.*+&1*.$'.E(00,+,'*.2,B,21".G$!.+,2,B)'*.)+,.,)#D.$0.*D,.0$22$!('@.@$)21.('.A$&+.E)(2A.!$+CH.I#)2,.5.JK$*.+,2,B)'*L.M =.JN,+A.+,2,B)'*L".O,+#,'*)@,1>.P+,Q&,'#A.R)1,E.$'.1#)2,.;$('*1.ST=".UU.G(@D2A.1(@'(0(#)'*.E(00,+,'#,1.J#D(T1Q&)+,.*,1*8.;.V.4"45L"

64"9W

:S"9W

:S":W

:6"XW

:3"5W

X:"YW

::"SW

X:"=W

:4":W

64"YW

:Y"5W

X3"5W

::"5W

:5"9W

XX"XW

Z'D)'#,.*+&1*.('.%A.$+@)'(1)*($'.)'E-$+.(*1.R+)'E1

Z'D)'#,.*+&1*.('.$&+.%)+C,*8.R&1(',11.$+.1,#*$+.$01$#(,*A

Z'D)'#,.*+&1*.('.2,)E,+1.$0.%A.$+@)'(1)*($'.UU

[$('*.1*$#C.#$%;)'(,1

O+(B)*,.#$%;)'(,1

\$B,+'%,'*)2.$+@)'(1)*($'1

K$'T;+$0(*.$+@)'(1)*($'1

?$'1&2*)'#(,1.].^@,'#(,1

!"#$%&'(&)*+&,#'$-&."/0&"1&2"334('2#)'"(&5/"1+%%'"(#$%

Page 42: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

42

!"#$%&"'&()$%(*+$,-.,/0&#"11$/,#2(,"/&2#)"%%&3$)"45

!"#$"%&'()*+(',"-.'/)0$",+$(,/"'$"12/)',(+'3)$"1+

!"#$"%&'()*+(',"'/*)'-$)4&(5'3*+,"&++'/)'+&%(/)'/6'+/%,&(.

!"#$"%&'()*+(,"'7&$1&)+'/6

-.'/)0$",+$(,/"

!"#$"%&'()*+(',"-.'/)0$",+$(,/"'$"12/)',(+'3)$"1+

!"#$"%&'()*+(',"'/*)'-$)4&(5'3*+,"&++'/)'+&%(/)'/6'+/%,&(.

!"#$"%&'()*+(,"'7&$1&)+'/6'-.'/)0$",+$(,/"

8&)-$". 9:;<= ><;?= >:;@= AB$," 9?;C= >?;D= 9C;D=

E*+(),$ >>;C= >:;?= >@;:= F/)(*0$7 9D;:= 9C;?= >?;G=

AH,(I&)7$"1 9:;>= >:;?= >G;J= K($7. >D;J= J>;?= J@;C=

L)$"%& >G;>= JG;C= JC;J= A7/M&",$ 9C;@= >D;J= >@;D=

N&70,*- 9:;D= >:;>= ?>;>= O)/$(,$ >?;>= J>;:= >C;D=

P&(#&)7$"1+ 9:;9= >:;?= JD;J= A&)3,$ >9;:= >9;:= >C;G=

Q",(&1'R,"01/- 9G;C= >@;?= >:;9= S*)4&. >D;@= JD;<= ><;9=

K)&7$"1 9G;C= 9<;G= ><;>= F/7$"1 >@;9= J>;?= ?9;?=

AH&1&" 9G;C= >@;J= J9;>=OI&%#'T&B*37,% >J;D= >@;@= ??;J=

P/)H$. >>;C= >J;:= JJ;?= T/-$",$ >:;:= JJ;<= JJ;<=

L,"7$"1 9<;?= >J;D= J9;C= N*70$),$ >C;<= ><;<= J>;<=

HHH;%/--*",%$(,/"-/",(/);&* 2'U&)6$++'&('$7;'C<:9'2'"'V'C5GC<'%/--*",%$(,/"'B)/6&++,/"$7+'6)/-'CC'%/*"(),&+;'W DX'O/--*",%$(,/"'-$"$0&-&"('-$.+(),M&'(/'0$,"'+($4&#/71&)+Y'()*+('/"'1,66&)&"('7&M&7+;'Z/H')&7&M$"('$)&'&$%#'/6'(#&'6/77/H,"0'0/$7+',"'./*)'1$,7.'H/)4['A%$7&':'\P/(')&7&M$"(]'^ D'\_&).')&7&M$"(];F&)%&"($0&+X'L)&`*&"%.'3$+&1'/"'+%$7&'B/,"(+'GaD;

Page 43: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

43

!"#$$%&'%()*+),-.(,/0.1$21&')3*44.&13#,1*&56-#&(7#-%&38)1()4*(,)21++13.$,),*)#3"1%9%

!!!"#$%%&'(#)*($'%$'(*$+",& -./,+0)11.,*.)2".3456.-.'.7.389:6.#$%%&'(#)*($'.;+$0,11($')21".< 9=.>&(2?('@.*+&1*.*A+$&@A.#$%%&'(#)*($'.#)'.B,.?(00(#&2*"C+,D($&1.+,1,)+#A.1A$!1.*A)*.#$%%&'(#)*($'.',,?1.*$.B,.B)1,?.$'.E'$!2,?@,8.)'?.(*.1A$&2?.B,.*+)'1;)+,'*.)'?.,*A(#)28.*$$".FA(1.(1.1$%,*(%,1.'$*.,)1G.*$)#A(,D,".>)1,?.$'.G$&+.,H;,+(,'#,8.A$!.#A)22,'@('@.(1.(*.*$.%,,*.*A,.0$22$!('@.)1;,#*1.!A,'.#$%%&'(#)*('@.!(*A.1*)E,A$2?,+1I.J#)2,.5.KL,D,+.#A)22,'@('@M.NO.KP2!)G1.#A)22,'@('@M".

!"#$$%&'%()*"%&)+,--.&/+#0/&')*/0")(0#1%",$2%3(

36"4Q

R9"SQ

TS"9Q

3T"5Q

35"RQ

56"OQ

T9"6Q

T3"4Q

R3"6Q

4Q 544Q

>,('@.*+)'1;)+,'*K*,22('@.!A)*.G$&.E'$!.)'?.?(1#2$1('@.#$'*,H*1M

>,('@.E'$!2,?@,)B2,KB)1,?.$'.0)#*1.)'?.0$#&1,?.$'.;+$B2,%U1$2D('@M

>,('@.,*A(#)2K)?A,+('@.*$.%$+)2.)'?.'$+%)*(D,.,H;,#*)*($'1M

L,D,+.$+.1,2?$%#A)22,'@('@.K1#)2,.5U3M

J$%,*(%,1#A)22,'@('@.K1#)2,.RM

V0*,'.$+.)2!)G1#A)22,'@('@.K1#)2,.TUOM

Page 44: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

44

!"#$%&%&'()"*+,'"-&(.+&(+.'/)"(0)(%#1+'".#(&*#%&'(*+#(2+3'&(%4*%'$-+$'05#(&)*+6&(2+&%+)*5)$&#117+8#"2+%'+9)+%"#(*5#")(%

!!!"#$%%&'(#)*($'%$'(*$+",& -./,+0)11.,*.)2".3456.-.'.7.389:6.#$%%&'(#)*($'.;+$0,11($')21".< 9=.>&(2?('@.*+&1*.*A+$&@A.#$%%&'(#)*($'.#)'.B,.?(00(#&2*"C+,D($&1.+,1,)+#A.1A$!1.*A)*.#$%%&'(#)*($'.',,?1.*$.B,.B)1,?.$'.E'$!2,?@,8.)'?.(*.1A$&2?.B,.*+)'1;)+,'*.)'?.,*A(#)28.*$$".FA(1.(1.1$%,*(%,1.'$*.,)1G.*$)#A(,D,".>)1,?.$'.G$&+.,H;,+(,'#,8.A$!.#A)22,'@('@.(1.(*.*$.%,,*.*A,.0$22$!('@.)1;,#*1.!A,'.#$%%&'(#)*('@.!(*A.1*)E,A$2?,+1I.J#)2,.5.KL,D,+.#A)22,'@('@M.NO.KP2!)G1.#A)22,'@('@M".Q+,R&,'#G.B)1,?.$'.1#)2,.;$('*1.STO".UU.V(@A2G.1(@'(0(#)'*.?(00,+,'#,1.K#A(T1R&)+,.*,1*8.;.W.4"45M"

!"#$$%&'%()*"%&)+,--.&/+#0/&')*/0")(0#1%",$2%3(

S:"OX

Y:"SX

Y4"OX

S9"OX

SY"4X

YY"OX

O5"3X

SY"3X

Y5":X

Y9"9X

YY":X

35"SX

SZ"SX

SO"6X

Y:":X

>,('@.*+)'1;)+,'*K*,22('@.!A)*.G$&.E'$!.)'?.?(1#2$1('@.#$'*,H*1M.UU

>,('@.E'$!2,?@,)B2,KB)1,?.$'.0)#*1.)'?.0$#&1,?.$'.;+$B2,%T1$2D('@M.UU

>,('@.,*A(#)2K)?A,+('@.*$.%$+)2.)'?.'$+%)*(D,.,H;,#*)*($'1M.UU

[$('*.1*$#E.#$%;)'(,1

C+(D)*,.#$%;)'(,1

\$D,+'%,'*)2.$+@)'(1)*($'1

L$'T;+$0(*.$+@)'(1)*($'1

]$'1&2*)'#(,1.^.P@,'#(,1

Page 45: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

45

!"#$%$"$&"'(%#)*%+,)(-./#)/(%#'"%$,'"%+,)+"')"*%#&,-/%&"0)1%/'#)(2#'")/%#)*%3),4."*1"#&."%/5#)%+,$$-)0+#/0,)%."#*"'(

!!!"#$%%&'(#)*($'%$'(*$+",& -./,+0)11.,*.)2".3456.-.'.7.3895:.#$%%&'(#)*($'.;+$0,11($')21".< =>.?&(2@('A.*+&1*.*B+$&AB.#$%%&'(#)*($'.#)'.C,.@(00(#&2*"

D+,E($&1.+,1,)+#B.1B$!1.*B)*.#$%%&'(#)*($'.',,@1.*$.C,.C)1,@.$'.F'$!2,@A,8.)'@.(*.1B$&[email protected],.*+)'1;)+,'*.)'@.,*B(#)28.*$$".GB(1.(1.1$%,*(%,1.'$*.,)1H.*$

)#B(,E,".?)1,@.$'.H$&+.,I;,+(,'#,8.B$!.#B)22,'A('A.(1.(*.*$.%,,*.*B,.0$22$!('A.)1;,#*1.!B,'.#$%%&'(#)*('A.!(*B.1*)F,B$2@,+1J.K#)2,.5.LM,E,+.#B)22,'A('AN.O

9.LP2!)H1.#B)22,'A('AN".Q+,R&,'#H.C)1,@.$'.1#)2,.;$('*1.:S9".TT.U(AB2H.1(A'(0(#)'*.@(00,+,'#,1.L#B(S1R&)+,.*,1*8.;.V.4"45N".T.K(A'(0(#)'*.@(00,+,'#,1.L#B(S1R&)+,.*,1*8.;.V.4"49N"

:9"5W

:5"3W

X:"9W

:Y"=W

:5"YW

3Z"6W

:6"XW

:X"3W

XX"6W

?,('A.*+)'1;)+,'*

L*,22('A.!B)*.H$&.F'$!.)'@.@(1#2$1('A.#$'*,I*1N.T

?,('A.F'$!2,@A,)C2,

LC)1,@.$'.0)#*1.)'@.0$#&1,@.$'.;+$C2,%S1$2E('AN.TT

?,('A.,*B(#)2

L)@B,+('A.*$.%$+)2.)'@.'$+%)*(E,.,I;,#*)*($'1N.TT

U,)@.$0.#$%%&'(#)*($'.-

PA,'#H.[\]

^'(*.2,)@,+.-

G,)%.2,)@,+

G,)%.%,%C,+.-

[$'1&2*)'*

!"#$$%&'%()*"%&)+,--.&/+#0/&')*/0")(0#1%",$2%3(

Page 46: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

46

!!"#$

!%"&$

'%"#$

(("!$

'(")$

()"($

''"&$

'*"+$

*+")$

+!"&$

%'"+$

!%",$

%!"+$

!%"&$

%("&$

!%"%$

%'"&$

%'",$

%&"($

,"%$

(#"#$

!'"#$

%("%$

%!"*$

%#"($

%&"($

%&"&$

#)"!$

#&",$

)")$

&$ #&&$

-./01023/45136274.841974/73:7;590<4173=

>617;63/4<;.275575436:4?.;@8/.?5

A.<B/7C7/451;317D0754E7"D"42.;<.;317F.;D3605310.63/G4HI506755J

K=</.L775F=7=H7;5436:4/73:7;590<4<;3210275

>=<3214.645.2071L4314/3;D7

MI6210.63/451;317D0754E7"D"4NOG4>AG457;C027G4H;36:06DJ

P.C7;63627436:42I/1I;7

>=<3214.641974=3;@71G4HI5067554.;45721.;4.845.2071L

-;.:I2154.;457;C0275

-I;<.57G4=0550.6G436:4C050.6

Q.14.;45/0D91/L4:08802I/1E523/74#B%J

M30;/L4:08802I/1E523/74!J

ER7;LJ4:08802I/1E523/74(B'J

!"#$%&#"'$()*+$*(,--.$+(#/+,$%**

???"2.==I602310.6=.601.;"7I F4S7;835547143/"4%&#,4F464T4%G',*42.==I602310.64<;.87550.63/5"4U )V4A;365<3;762L42364769362741;I51"4WI145.=74068.;=310.64=0D9146.14H743227550H/741.42.==I602310.64<;.87550.63/5G436:45.=74832154=3L46.14H745I013H/748.;4593;06D4<IH/02/L"4N.?4:08802I/140540148.;4L.I;4.;D3605310.641.4H741;365<3;76143H.I1V4X4Y23/74#4EQ.14:08802I/1J4Z '4ER7;L4:08802I/1J"4

!"#$%&#"'$()*#$+*,"-%,*.$*&"/0'%%./$#1%

O75<.6:761547[<7;076206D4/7554:08802I/10754?0194H706D41;365<3;7614;7<.;143490D97;4/7C7/4.841;I514064197=57/C75436:41970;4:7<3;1=7615

!"#$%&''&()*+$&+$&,$'"-$"-./0&,/+&"0,$+"$12$+-/0,3/-20+$/1")+$-2*24/0+$+"3&(,

Page 47: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

47

!"#$%&'()*+'&,*'-*()$(.'%//0*1%2,*-"*3(*-2%&)$%2(&-*%3"4-*-1(*$"/'-'.%/*#'&,)(-*"+*-"$*(5(.4-'6()7*'&-(2&%/*#%&%8(#(&-*)0)-(#)*%&,*)-2%-(8'()

!!!"#$%%&'(#)*($'%$'(*$+",& -./,+0)11.,*.)2".3456.-.'.7.3896:.#$%%&'(#)*($'.;+$0,11($')21".< =>.?+)'1;)+,'#@.#)'.,'A)'#,.*+&1*".B&*.1$%,.('0$+%)*($'.%(CA*.'$*.D,.)##,11(D2,.*$.#$%%&'(#)*($'.;+$0,11($')218.)'E.1$%,.0)#*1.%)@.'$*.D,.1&(*)D2,.0$+.1A)+('C.;&D2(#2@"..F$!.E(00(#&2*.(1.(*.0$+.@$&+.$+C)'(1)*($'.*$.D,.*+)'1;)+,'*.)D$&*>.G.H#)2,.5.IJ$*.E(00(#&2*K.L 9.IM,[email protected](00(#&2*K".N+,O&,'#@.D)1,E.$'.1#)2,.;$('*1.PQ9".RR.F([email protected](C'(0(#)'*.E(00,+,'#,1.I#A(Q1O&)+,.*,1*8.;.S.4"45K".R.H(C'(0(#)'*.E(00,+,'#,1.I#A(Q1O&)+,.*,1*8.;.S.4"49K"

PP"9T

U9":T

3:"UT

33"4T

34"PT

33"VT

5="3T

5="5T

54"6T

V"4T

U:"UT

UV"UT

5V"=T

3="9T

34"5T

56":T

3:"UT

5V"9T

55"UT

V"UT

U9"3T

U:"6T

35"UT

39"VT

56"9T

5V"VT

3P"4T

59"=T

6"PT

:"UT

P5"5T

U5"=T

39"3T

33"6T

3P"UT

5="6T

56"5T

5="9T

55"UT

=":T

W$2(*(#)2.1*)'#,.$0.*A,.2,)E,+1A(;.*,)%.R

X'*,+')2.;+$#,11,1.)'E.!$+Y02$!1.RR

?$;Q2,Z,2.1*+)*,C(,1.I,"C".#$+;$+)*,-$+C)'(1)*($')28.D&1(',11K.RR

[%;2$@,,1-%,%D,+1.)'E.2,)E,+1A(;.;+)#*(#,1.RR

X%;)#*.$'.1$#(,*@.)*.2)+C,.RR

N&'#*($')2.1*+)*,C(,1.I,"C".F\8.X?8.1,+Z(#,8.D+)'E('C.1*+)*,C(,1K

]$Z,+')'#,.)'E.#&2*&+,.RR

X%;)#*.$'.*A,.%)+Y,*8.D&1(',11.$+.1,#*$+.$0.1$#(,*@.R

W+$E&#*1.$+.1,+Z(#,1

W&+;$1,8.%(11($'8.)'E.Z(1($'.RR

^$%;)'(,1

]$Z,+'%,'*)2.$+C)'(1)*($'1

J$'Q;+$0(*.$+C)'(1)*($'1

^$'1&2*)'#(,1._.`C,'#(,1

!"#$%&''&()*+$&+$&,$'"-$"-./0&,/+&"0,$+"$12$+-/0,3/-20+$/1")+$-2*24/0+$+"3&(,

Page 48: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

48

!"#$

$"%&

$"&!

$"&'

$"'#

$"!%

$"$(

$"!'

#"%%

#"'(

!"#)

!"*)

$"+'

$"('

$"($

$"'%

$"'%

$"''

$"#*

#"(!

!"#&

!"*+

$")$

$"(+

$"(%

$"&!

$"(#

$"&#

$"*%

#"(%

,-./012031445673.871609:;-63<0=>?@6780A-./-B09C-.40A-./-BC-.404-4D-B09=16E5A8.68

F#G0H180/722735A8 I-B<0/722735A80F&G

J1A7873.A0E8.63-01208K-0A-./-BEK7L08-.40

F!G

M68-B6.A0LB13-EE-E0.6/0N1BO2A1NE0P

C1LQA-R-A0E8B.8-;7-E0F-";"031BL1B.8-91B;.67E.8716.AS0D5E76-EEG0PP

>4LA1<--E94-4D-BE0.6/0A-./-BEK7L0LB.3873-E0PP

M4L.380160E137-8<0.80A.B;-0PP

T5638716.A0E8B.8-;7-E0F-";"0,US0MCS0E-BR73-S0DB.6/76;G0P0

V1R-B6.63-0.6/035A85B-0PP

M4L.3801608K-04.BO-8S0D5E76-EE01B0E-381B0120E137-8<0PP0

JB1/538E01B0E-BR73-E0P

J5BL1E-S047EE716S0.6/0R7E7160PP0

!"##$%&'()&"%*+,(-,./*/,,*+,//*-&00&'$+)&,/*0".*".1(%&/()&"%/*)"*2,*).(%/3(.,%)*43."2(2+5*-$,*)"*&%0".#()&"%*-&00,.,%',/*2,)6,,%*."+,*+,7,+/

NNN"31445673.8716416781B"-5 90W-B2.EE0-80.A"0$*#%09060X0$S'!*031445673.87160LB12-EE716.AE"0Y +Z0CB.6EL.B-63<03.60-6K.63-08B5E8"0[580E14-07621B4.871647;K806180D-0.33-EE7DA-081031445673.87160LB12-EE716.AES0.6/0E14-02.38E04.<06180D-0E578.DA-021B0EK.B76;0L5DA73A<"0,1N0/722735A807E078021B0<15B01B;.67E.8716081D-08B.6EL.B-680.D158Z0\0]3.A-0#0FH180/722735A8G0^ &0FI-B<0/722735A8G"0_-.60R.A5-E"0PP0,7;KA<0E7;67273.680/722-B-63-E0F`-6/.AA0B.6O031BB-A.8716S0L0a0*"*#G"P0]7;67273.680/722-B-63-E0F`-6/.AA0B.6O031BB-A.8716S0L0a0*"*&G"

!"#$%&''&()*+$&+$&,$'"-$"-./0&,/+&"0,$+"$12$+-/0,3/-20+$/1")+$-2*24/0+$+"3&(,

Page 49: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

49

!"#$%&#"'$()*+$,'-*./"*(/001$+(#2+/$%34"5#$+%#2+/$%*."/0*6/"27'"$*81"/&'*.+$,*+2*9'%%*,+..+(192*2/*:'*2"#$%&#"'$2

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

U,+%)'?.H3"94JR&1*+().H3"Q6J

G!(*V,+2)'D.H3"9WJ

X+)'#,.H3"96J

A,2B(&%.H3"LLJ

I,*@,+2)'D1.H3"QYJ

Z'(*,D.[('BD$%.H3"W6J

N+,2)'D.H3"W6J

G!,D,'.H3"56J

I$+!)?.H3"59J

X('2)'D.H3"WLJG:)('.H3"Q9J

\$+*&B)2.H3"L<J

N*)2?.H3"9LJ

G2$P,'().H3"WYJ

]+$)*().H3"QWJ

G,+C().H3"QWJ

>&+^,?.H3"95J

\$2)'D.H3"<LJ

]V,#@._,:&C2(#.H3"9YJ

_$%)'().H3"9QJ

A&2B)+().H3"QLJ

`,1*,+'.a&+$:,

I$+*@,+'.a&+$:,G$&*@,+'.a&+$:,

a)1*,+'.a&+$:,

5"44.

L"44

L"44

>+)'1:)+,'#?.N'D,O! _)'B,.5"44.K L"44! E(B@,+.P)2&,1.('D(#)*,.%$+,.

D(00(#&2*(,1.*$.C,.*+)'1:)+,'*

Page 50: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

50

!"#$%&#"'$()*+$*(,--.$+(#/+,$%*+$*0'%/'"$*#$1*2,"/3'"$*4.",&'

!"#$%$&'#()%'*&+(",(%-+(#+'.+/0)-$1(%+'2

3*%+/*'#(1/"&+))+)('*.(4"/50,#"4)

6"10#+7+#()%/'%+8$+)

921#":++);2+2<+/)(

'*.(#+'.+/)-$1(1/'&%$&+)

321'&%("*()"&$+%:('%#'/8+

=>*&%$"*'#()%/'%+8$+)

?"7+/*'*&+('*.

&>#%>/+

321'&%("*(%-+(2'/5+%@(<>)$*+))("/()+&%"/(",()"&$+%:(

!/".>&%)("/

)+/7$&+)

!>/1")+@(2$))$"*@('*.7$)$"*

?+/2'*: ABCDE ABCDE FGCFE FHCFE FICIE FACFE JHCJE JHCJE HCKE KCAE

L>)%/$' BACAE BICME FMCKE FJCJE FKCBE JKCFE JACJE JICGE MCAE HCGE

N4$%O+/#'*. AICHE BHCIE FGCDE FFCME FMCFE FHCJE JMCHE FJCME HCBE JFCIE

=/'*&+ BICAE IFCBE BFCBE BICAE FMCFE BFCBE FMCFE FJCIE JFCBE JFCBE

P+#8$>2 AACGE AJCKE FBCFE FBCFE FKCAE FBCHE FICGE FJCAE KCKE KCKE

Q+%-+/#'*.) IJCME BGCBE JMCBE FBCDE FBCKE JKCDE FACAE FDCDE JJCME KCAE

R*$%+.(S$*8."2 AKCGE BACIE JICIE JHCIE FFCGE JKCBE JACBE JGCKE JDCKE ACHE

3/+#'*. BICBE FMCAE FJCGE BICBE JICKE MCHE JMCGE JICKE JMCGE JJCHE

N4+.+* BGCGE FFCHE FFCHE JKCHE MCME JHCHE MCME GCME ACDE BCDE

Q"/4': FKCAE FHCGE JICIE FDCFE JDCKE JDCKE JACBE JJCME FCAE J@CFE

=$*#'*. BACDE BACDE JBCHE FBCAE JFCHE JGCDE FJCBE JBCHE HCIE KCAE

444C&"22>*$&'%$"*2"*$%"/C+> ;(T+/,'))(+%('#C(FDJM(;(*(U(F@FGM(&"22>*$&'%$"*(1/",+))$"*'#)(,/"2(FF(&">*%/$+)C(V KW(6/'*)1'/+*&:(&'*(+*-'*&+(%/>)%CP>%()"2+($*,"/2'%$"*(2$8-%(*"%(<+('&&+))$<#+(%"(&"22>*$&'%$"*(1/",+))$"*'#)@('*.()"2+(,'&%)(2':(*"%(<+()>$%'<#+(,"/()-'/$*8(1><#$&#:C(X"4(.$,,$&>#%($)($%(,"/(:">/("/8'*$)'%$"*(%"(<+(%/'*)1'/+*%('<">%W(Y(N&'#+(J(ZQ"%(.$,,$&>#%[(\ I(Z]+/:(.$,,$&>#%[C(=/+^>+*&:(<')+.("*()&'#+(1"$*%)(A0IC

Page 51: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

51

!"#$%&#"'$()*+$*(,--.$+(#/+,$%*+$*0,./1'"$*#$2*3#%/'"$*3.",&'

!"#$%$&'#()%'*&+(",(%-+(#+'.+/0)-$1(%+'2

3*%+/*'#(1/"&+))+)('*.(4"/50,#"4)

6"10#+7+#()%/'%+8$+)

921#":++);2+2<+/)(

'*.(#+'.+/)-$1(1/'&%$&+)

321'&%("*()"&$+%:('%#'/8+

=>*&%$"*'#()%/'%+8$+)

?"7+/*'*&+('*.

&>#%>/+

321'&%("*(%-+(2'/5+%@(<>)$*+))("/()+&%"/(",()"&$+%:(

!/".>&%)("/

)+/7$&+)

!>/1")+@(2$))$"*@('*.7$)$"*

A1'$* BCDBE FGDGE HIDJE HIDJE HKDCE KBDIE HKDCE KHDFE KLDLE BDIE

!"/%>8'# BKDFE FHDCE HMDME HHDCE HCDLE HKDFE HMDME KMDME KLDLE MDME

3%'#: BIDHE FJDGE HJDCE FKDBE HFDGE HIDJE HKDME KGDFE KBDGE KLDFE

A#"7+*$' FIDLE HJDHE HFDIE HFDIE KKDHE KFDCE KFDCE KFDCE CDIE GDJE

N/"'%$' BFDLE HJDJE HCDHE HBDFE KMDGE HFDBE HKDCE KGDME MDBE BDGE

A+/<$' FBDCE FLDKE HBDME KCDLE KMDIE HKDHE HLDBE KCDLE MDLE IDHE

6>/5+: CCDJE FHDBE FLDJE KJDKE HLDIE HHDKE HFDCE KFDHE KIDHE GDBE

!"#'*. BCDKE BKDHE HFDCE HJDBE HFDCE FFDFE FKDBE HCDCE HKDIE JDME

NO+&-(P+1><#$&

BBDGE BLDBE FBDLE HFDBE HCDCE FKDJE KBDJE HFDBE KJDKE KHDME

P"2'*$' FIDKE HMDFE HJDME HHDJE HFDJE HFDBE HBDBE HFDBE KGDIE KBDKE

Q>#8'/$' FIDGE HMDIE HHDBE KMDBE KIDFE KLDHE KHDHE KMDBE KIDFE IDKE

444D&"22>*$&'%$"*2"*$%"/D+> ;(R+/,'))(+%('#D(HLKJ(;(*(S(H@HIJ(&"22>*$&'%$"*(1/",+))$"*'#)(,/"2(HH(&">*%/$+)D(T GU(6/'*)1'/+*&:(&'*(+*-'*&+(%/>)%DQ>%()"2+($*,"/2'%$"*(2$8-%(*"%(<+('&&+))$<#+(%"(&"22>*$&'%$"*(1/",+))$"*'#)@('*.()"2+(,'&%)(2':(*"%(<+()>$%'<#+(,"/()-'/$*8(1><#$&#:D(V"4(.$,,$&>#%($)($%(,"/(:">/("/8'*$)'%$"*(%"(<+(%/'*)1'/+*%('<">%U(W(A&'#+(K(XY"%(.$,,$&>#%Z([ C(X\+/:(.$,,$&>#%ZD(=/+]>+*&:(<')+.("*()&'#+(1"$*%)(B0CD

Page 52: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

!"#$"%&'()'**+%*,-#)".%)/#-,%**'-0

Page 53: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

53

!"#$%&'()*&'*+&,!"#$%&$'(#$)#*$+,#-'.%"-$."$#/#0*$#1.'.%"$%&$'(#$2,0%3#4"$5%66,".74'.%"$8%".'%0$-."7#$9::;$(4-$<##"$'(#$+,#-'.%"$4<%,'$=(4'$

30%&#--.%"4>-$3#07#./#$4-$'(#$6%-'$.63%0'4"'$-'04'#?.7$.--,#-$&%0$7%66,".74'.%"$64"4?#6#"'@$A4-'$*#40B$&%0$'(#$&.0-'$'.6#B$'0,-' 4"1$<,.>1."?$4"1$64."'4."."?$.'$=4-$7%"-.1#0#1$4-$'(#$6%-'$.63%0'4"'$'%3.7@$C(.-$*#40$.'$30%>%"?-$.'-$>#41."?$3%-.'.%"$4"1$-'4*-$'(# ",6<#0$%"#$

.--,#$&%0$'(#$&.#>1$,"'.>$9:99@$D;@E$3#0$7#"'$%&$'(#$0#-3%"1#"'-$3.7)#1$.'$4-$%"#$%&$'(#$'%3$'(0##$.--,#-@$C(#$-#7'.%"-$4<%,' '0,-'$4"1$

<,.>1."?$.'$."$'(.-$0#3%0'$74"$1##3#"$'(#$,"1#0-'4"1."?$%&$'(.-$.--,#$4"1$?./#$4"-=#0-$'%$7%66,".74'.%"$30%&#--.%"4>-$4<%,'$(%=$'%$

.630%/#$'0,-'@

C(#$-#7%"1$6%-'$.63%0'4"'$.--,#$'(.-$*#40B$6#"'.%"#1$<*$D9@F$3#0$7#"'B$.-$1#4>."?$=.'($'(#$-3##1$4"1$/%>,6#$%&$."&%064'.%"$&>%=B&%>>%=#1$7>%-#>*$<*$#G3>%0."?$"#=$=4*-$%&$70#4'."?$4"1$1.-'0.<,'."?$7%"'#"'$HDI@J$3#0$7#"'$4330%/4>K@$L%'($'%3.7-$40#$"#=$."$'(# '%3$'(0##@$

C(#*$0#3>47#$'(#$7(4>>#"?#-$%&$1.?.'4>.-4'.%"$4"1$'(#$-%7.4>$=#<$H>4-'$*#40$",6<#0$'(0##B$"%=$",6<#0$&./#$3.7)#1$<*$9E@M$3#0$7#"'K$4"1$

>.")."?$<,-."#--$-'04'#?*$4"1$7%66,".74'.%"$H>4-'$*#40N-$",6<#0$'=%$4"1$"%=$",6<#0$#.?('$=.'($%">*$9D@J$3#0$7#"'$4330%/4>K@$C(.- .-$4$

0#640)4<>#$10%3$-."7#$'(#$-'04'#?.7$4>.?"6#"'$%&$7%66,".74'.%"$(4-$<##"$."$'(#$'%3$'(0##$-."7#$9::;$HC#"7( #'$4>@B$9:I;B$33@$I9:OI9DK@$

P3340#"'>*B$'(#$#0%-.%"$%&$'0,-'$4"1$'(#$7(4"?."?$6#1.4$>4"1-743#$40#$"%=$#G3#0.#"7#1$4-$6%0#$30#--."?$'(4"$?%4>$%0.#"'4'.%"$Q %0$0#-3%"1#"'-$(4/#$-##"$>40?#$.630%/#6#"'-$(#0#$1,0."?$'(#$>4-'$6%"'(-@$P'$'(#$-46#$'.6#B$'(#$"##1$'%$-'0#"?'(#"$'(#$0%>#$%&$'(#$

7%66,".74'.%"$&,"7'.%"$."$-,33%0'."?$64"4?#0.4>$1#7.-.%"-$.-$6#"'.%"#1$4-$%"#$%&$'(#$6%-'$.63%0'4"'$.--,#-$<*$9J@F$3#0$7#"'$%&$'(#$

0#-3%"1#"'-B$=(.7($.-$%">*$->.?('>*$>#--$'(4"$>4-'$*#40$HR#0&4--$#'$4>@B$9:IMB$3@$SJK@

P$6%0#$1#'4.>#1$4"4>*-.-$0#/#4>-$-%6#$-'0.)."?$1.&&#0#"7#-$<#'=##"$7%,"'0.#-$4"1$'*3#-$%&$%0?4".-4'.%"-@$T047'.'.%"#0-$=%0)."?$."$"%"O

30%&.'-$<#>.#/#$'%$4$6,7($>40?#0$#G'#"'$'(4'$#"(4"7."?$'0,-'B$7%"'#"'$70#4'.%"$4"1$1.-'0.<,'.%"B$4"1$'(#$"##1$'%$64"4?#$6%0#$4,1.#"7#-$4"1$7(4""#>-$=.'($>.6.'#1$0#-%,07#-$.-$4$'%3$.--,#@$5%66,".74'.%"$30%&#--.%"4>-$=%0)."?$."$7%634".#-B$%"$'(#$%'(#0$(4"1B$40#$6,7($6%0#$

&%7,-#1$%"$7%3."?$=.'($'(#$0.-."?$."&%064'.%"$&>%=B$1.?.'4>$'0#"1-B$4"1$-%7.4>$0#-3%"-.<.>.'*@$P?.>.'*$.-$6,7($1#64"1#1$."$?%/#0"6#"'4>$

%0?4".-4'.%"-B$4"1$4?#"7.#-$40#$-'0%"?$<#>.#/#0-$%&$'(#$,-#$%&$<.?$14'4$&%0$7%66,".74'.%"-@

P"%'(#0$."'#0#-'."?$."-.?('$.-$'(#$7%"/#0?#"7#$%&$1.?.'4>$.--,#-$'(4'$(4/#$<##"$04'#1$4-$4$'%3$30.%0.'*$&%0$'(#$30%&#--.%"@$2.'(#0$1#4>."?$

=.'($'(#$-%7.4>$=#<$H."$9:IFB$9:I;B$9:IMK$%0$=.'($'(#$0.-."?$."&%064'.%"$&>%=$H."$9:ISB$9:IJB$9:IEK$=#0#$'(#$'%3$1.?.'4>$.--,#$1,0."?$'(#$>4-'$*#40-@$U%=#/#0B$'(#$,-#$%&$4>?%0.'(6-$4"1$<.?$14'4$.-$?4."."?$."$.63%0'4"7#$=.'($9M@D$3#0$7#"'$4330%/4>$."$9:IE@$!/#04>>B$4>>$&%,0$1.?.'4>$

.--,#-$."$'(#$>.-'$(4/#$<##"$3.7)#1$<*$4330%G.64'#>*$'(0##$%,'$%&$'#"$0#-3%"1#"'-@$

C(#$0.-#$%&$1.?.'4>$7(4>>#"?#-$4"1$%&$'0,-'$04.-#-$'(#$+,#-'.%"$(%=$<%'($1#/#>%36#"'-$40#$."'#0'=."#1@$V%#-$'(#$"#=$6#1.4$>4"1-743#$

7%"'0.<,'#$'%$>#--$'0,-'$."$%0?4".-4'.%"-B$%0$74"$1.?.'4>$7%66,".74'.%"$70#4'#$%33%0',".'.#-$'%$#"(4"7#$'0,-'W$5%"7#3'-$>.)#$6#1.4'.-4'.%"B$

14'4&.74'.%"B$4"1$-'04'#?.X."?$40#$4-3#7'-$%&$#G7#>>#"'$7%66,".74'.%"$HC#"7( #'$4>@B$9:I;K$'(4'$74"$(#>3$'%$4110#--$'(.-$+,#-'.%"@

Page 54: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

54

!"#$%&'(")$*+$%#$)*$,-&.%&##/,#%0")%."''/+&.*$&"+%'*+*-,',+$%/+$&1%2322

!!!"#$%%&'(#)*($'%$'(*$+",&-.-/,+0)11 ,*-)2"-3456-.-'-7-389:6-#$%%&'(#)*($'-;+$0,11($')21"-<-:=->?(#?-(11&,1-!(22-@,-%$1*-(%;$+*)'*-0$+-#$%%&'(#)*($'-%)')A,%,'*.BC-!(*?('-*?,-',D*-*?+,,-E,)+1-0+$%-E$&+-;$('*-$0-F(,!G-B2,)1,-;(#H-,D)#*2E-I-(*,%1"-B,+#,'*)A,1=-J+,K&,'#E-@)1,L-$'-1,2,#*($'-)1-M$;NI-(11&,"

IO"6P

I3"QP

I5"9P

I4"IP

36":P

3:"IP

39"QP

3I"9P

35"6P

56"4P

5:"9P

R&(2L('A-)'L-%)('*)('('A-*+&1*

S,)2('A-!(*?-*?,-1;,,L-)'L-F$2&%,-$0-('0$+%)*($'-02$!

TD;2$+('A-',!-!)E1-$0-#+,)*('A-)'L-L(1*+(@&*('A-#$'*,'*

U)*#?('A-*?,-',,L-*$-)LL+,11-%$+,-)&L(,'#,1-)'L#?)'',21-!(*?-2(%(*,L-+,1$&+#,1

V$;('A-!(*?-*?,-L(A(*)2-,F$2&*($'-)'L-*?,-1$#()2-!,@

W1('A-@(A-L)*)-)'L.$+-)2A$+(*?%1-0$+-#$%%&'(#)*($'

X*+,'A*?,'('A-*?,-+$2,-$0-*?,-#$%%&'(#)*($'-0&'#*($'-('1&;;$+*('A-*$;N%)')A,%,'*-L,#(1($'-%)H('A

Y('H('A-@&1(',11-1*+)*,AE-)'L-#$%%&'(#)*($'

S,)2('A-!(*?-1&1*)(')@2,-L,F,2$;%,'*-)'L-1$#()2+,1;$'1(@(2(*E

S,)2('A-!(*?-*?,-L,%)'L-0$+-%$+,-*+)'1;)+,'#E-)'L)#*(F,-)&L(,'#,1

M+)'10$+%('A-*?,-#$%%&'(#)*($'-0&'#*($'-*$-@,-%$+,)A(2,-)'L-02,D(@2,

Page 55: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

55

!"#$%&'()*+','-".)'#&*"/*0&(1&'$23*2004'0*/"(*3"))4#231&2"#*)1#1$')'#&

!!!"#$%%&'(#)*($'%$'(*$+",&-.-/,+0)11 ,*-)2"-3456-.-'-7-389:6-#$%%&'(#)*($'-;+$0,11($')21-<=-:>-.-/,+0)11 ,*-)2"-345:-.-'-7-?8469-<=-9>@-/,+0)11-,*-)2"-345A-.'-7-?8?:A-<=-B>@-/,+0)11-,*-)2"-3459-.-'-7-38A54-<=-6>@-/,+0)11-,*-)2"-345B-.-'-7-383B?-<=-B>@-/,+0)11-,*-)2"-345C-.-'-7-38AAA-<=-59>@-/,+0)11-,*-)2"-345?-.-'-7-38A54<=-9>@-/,+0)11-,*-)2"-3453-.-'-7-385:B-<=-6>@-/,+0)11-,*-)2"-3455-.-'-7-38346-<=-9>@-/,+0)11-,*-)2"-3454-.-'7-586BB-<=-A>@-/,+0)11-,*-)2"-3446-.-'-7-58:9?-<=-53>@/,+0)11 ,*-)2"-344:-.-'-7-58B3C-<=-9>@-/,+0)11 ,*-)2"-344A-.-'-7-584:A-<=-9>"-=D-EF(#F-(11&,1-!(22-G,-%$1*-(%;$+*)'*-0$+-#$%%&'(#)*($'-%)')H,%,'*.IJ!(*F('-*F,-',K*-*F+,,-L,)+1-0+$%-L$&+-;$('*-$0-M(,!N-I2,)1,-;(#O-,K)#*2L-?-(*,%1"-I,+#,'*)H,1D-P+,Q&,'#L-G)1,R-$'-1,2,#*($'-)1-S$;T?-(11&,"

C?"CU

?4"CU ?C"9U

?3":U ?4"5U

?3"3U

?:"4U ?:"AU

?9"9U

36"CU

?3":U

?6"BU

?A"6U

C:"6U

?:"BU

CB"4U

B?"AUBC"6U

C9"?U

C5":U

?3"4U

?A"3U ?9":U

C4"CU

?9":U

36":U

??":U

?C"6U

?4":U??"CU ??":U

?C"6U

?3"5U

?4"?U

CB"9U CB"CUCA"?U

C?"9U CC"4U

CC"5U

C3"AU

CC"6UC3"6U

C3"4U

?A"BU?A"AU

3?"9U

C5"?U

?:"4U?9"AU

?A"3U

34"AU56"AU 59"3U

59"?U5B"CU

59"BU5:"3U

35"6U

?9"?U

3:"6U?4"BU

??"5U

?B"5U

3?"CU 3:":U 3:"CU

3C"3U33":U

3C"?U3?"3U

56"4U

3?"CU

39"BU

33":U

3:"?U

4U

54U

34U

?4U

C4U

B4U

94U

344A 344: 3446 3454 3455 3453 345? 345C 345B 3459 345A 345: 3456

V&(2R('H-)'R-%)('*)('('H-*+&1*W$;('H-!(*F-*F,-R(H(*)2-,M$2&*($'-)'R-*F,-1$#()2-!,GX)*#F('H-*F,-',,R-*$-)RR+,11-%$+,-)&R(,'#,1-)'R-#F)'',21-!(*F-2(%(*,R-+,1$&+#,1Y('O('H-G&1(',11-1*+)*,HL-)'R-#$%%&'(#)*($'Z,)2('H-!(*F-1&1*)(')G2,-R,M,2$;%,'*-)'R-1$#()2-+,1;$'1(G(2(*LZ,)2('H-!(*F-*F,-R,%)'R-0$+-%$+,-*+)'1;)+,'#L-)'R-)#*(M,-)&R(,'#,1[1('H-G(H-R)*)-)'R.$+-)2H$+(*F%1-0$+-#$%%&'(#)*($'

Page 56: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

56

!"#"$%&'()%&&*+#*,'-%$*.'%,'%'/0123'",,4*'50-'(0664+"(%$"0+,'.4-"+#'$)*'&%,$'7*%-,

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

4U

BU

54U

5BU

34U

3BU

?4U

?BU

C4U

CBU

345C345B

3459345A

345:3456

?C"3U

?5"6U

?:"4U

?B"AU

?3"4U ?3"BU

?3"4U

?A"3U?9":U

C4"CU

?9":U

36":U

?4":U??"CU ??":U ?C"6U

?3"5U

?4"?U

3?"CU39"BU

33":U

3:"?U

V,)2('H.!(*F.*F,.1;,,R.)'R.M$2&%,.$0.('0$+%)*($'.02$!

W$;('H.!(*F.*F,.R(H(*)2.,M$2&*($'.)'R.*F,.1$#()2.!,G

X)*#F('H.*F,.',,R.*$.)RR+,11.%$+,.)&R(,'#,1.)'R.#F)'',21.!(*F.2(%(*,R.+,1$&+#,1Y1('H.G(H.R)*).)'R-$+.)2H$+(*F%1.0$+.#$%%&'(#)*($'

Page 57: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

57

!"#"$%&'"()*(+,-%,"./'(/++0"+(1/**"-+(2",3""&(,45"+()*()-.%&/+%,/)&+

!!!"#$%%&'(#)*($'%$'(*$+",&-.-/,+0)11 ,*-)2"-3456-.-'-7-389:6-#$%%&'(#)*($'-;+$0,11($')21"-<-:=->?(#?-(11&,1-!(22-@,-%$1*-(%;$+*)'*-0$+-#$%%&'(#)*($'-%)')A,%,'*.BC-!(*?('-*?,-',D*-*?+,,-E,)+1-0+$%-E$&+-;$('*-$0-F(,!G-B2,)1,-;(#H-,D)#*2E-I-(*,%1"-B,+#,'*)A,1=-J+,K&,'#E-@)1,L-$'-1,2,#*($'-)1-M$;NI-(11&,"

I9"6O

IP":O

I3"IO

I5"PO

I4"6O

39"3O

3P"9O

3I"3O

3I"9O

5:"IO

5Q"QO

P4"IO

I3"PO

I3"4O

I4"4O

36":O

3:"PO

3R"5O

5R"6O

35"6O

35"6O

33"PO

P3":O

36"QO

IR"3O

I6"IO

39"3O

3R"RO

39"6O

56"QO

34"QO

56"4O

5R"3O

I9"IO

I4"3O

36"5O

3R"9O

36"9O

I3"5O

36"6O

36"6O

56"6O

5:"IO

56"5O

S&(2L('A-)'L-%)('*)('('A-*+&1*

T,)2('A-!(*?-*?,-1;,,L-)'L-F$2&%,-$0-('0$+%)*($'-02$!

UD;2$+('A-',!-!)E1-$0-#+,)*('A-)'L-L(1*+(@&*('A-#$'*,'*

V)*#?('A-*?,-',,L-*$-)LL+,11-%$+,-)&L(,'#,1-)'L-#?)'',21-!(*?2(%(*,L-+,1$&+#,1

W$;('A-!(*?-*?,-L(A(*)2-,F$2&*($'-)'L-*?,-1$#()2-!,@

X1('A-@(A-L)*)-)'L.$+-)2A$+(*?%1-0$+-#$%%&'(#)*($'

Y*+,'A*?,'('A-*?,-+$2,-$0-*?,-#$%%&'(#)*($'-0&'#*($'-('1&;;$+*('A-*$;N%)')A,%,'*-L,#(1($'-%)H('A

Z('H('A-@&1(',11-1*+)*,AE-)'L-#$%%&'(#)*($'

T,)2('A-!(*?-1&1*)(')@2,-L,F,2$;%,'*-)'L-1$#()2-+,1;$'1(@(2(*E

T,)2('A-!(*?-*?,-L,%)'L-0$+-%$+,-*+)'1;)+,'#E-)'L-)#*(F,)&L(,'#,1

M+)'10$+%('A-*?,-#$%%&'(#)*($'-0&'#*($'-*$-@,-%$+,-)A(2,-)'L02,D(@2,

W$%;)'(,1

[$F,+'%,'*)2-$+A)'(1)*($'1

\$'N;+$0(*-$+A)'(1)*($'1

W$'1&2*)'#(,1-]-^A,'#(,1

Page 58: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

58

!"#$"%&"'(#")"&*+$"(,-(./#*/"0%$(%..1".(1+/%)(2322(%+(4"./"#+(*+'(5,#/6"#+(71#,8"

!"#$%#&'()&%(*)#&+)#&#&' +,"-+

./)$#&'(0#+1(+1/-2//%()&%(34$"*/(45(#&54,*)+#4&(5$40

672$4,#&'(&/0(0)8-(45(9,/)+#&'()&%(

%#-+,#:"+#&'(94&+/&+

;)+91#&'(+1/(&//%(+4()%%,/--(*4,/()"%#/&9/-()&%91)&&/$-(0#+1($#*#+/%(,/-4",9/-

<42#&'(0#+1(+1/(%#'#+)$(/34$"+#4&()&%(+1/(-49#)$(0/:

=-#&'(:#'(%)+)()&%>4,()$'4,#+1*-(54,(94**"&#9)+#4&

?/,*)&8 @ABCD @EBFD CGBHD @FBID CJBKD @FBID

L"-+,#) @JB@D AIBAD @IBFD A@BAD @@BFD CJBHD

M0#+N/,$)&% CGBED @HBKD @@BHD ACBGD @ABHD CHBED

O,)&9/ CFBCD @EBAD CJBKD @@B@D @ABKD CCBHD

!/$'#"* @@BID @@BID @FB@D @KBED @IBHD CHBKD

P/+1/,$)&%- A@BAD CIBED CJBID C@BJD FJBAD @JB@D

=&#+/%(Q#&'%4* @ABJD @@BGD CKBHD @FBED @FBED CFBED

R,/$)&% ACB@D CKBKD CKBKD CEBGD @EBJD CKBKD

M0/%/& A@B@D CABID CCBFD @CBHD CJBID CABID

P4,0)8 @CBGD @JB@D CJBGD @IBED CJBGD @CBGD

O#&$)&% AHBGD CEBID CKBFD CKBFD CIBKD CKBFD

000B94**"&#9)+#4&*4&#+4,B/" >(S/,5)-- /+()$B(CIFG(>(&(T(CUACI(94**"&#9)+#4&(2,45/--#4&)$-(5,4*(CC(94"&+,#/-B(V(KW(X1#91(#--"/-(0#$$(:/(*4-+(#*24,+)&+54,(94**"&#9)+#4&(*)&)'/*/&+>YZ(0#+1#&(+1/(&/7+(+1,//(8/),-(5,4*(84",(24#&+(45(3#/0[(Y$/)-/(2#9\(/7)9+$8(@(#+/*-B(Y/,9/&+)'/-W(O,/]"/&98(:)-/%(4&(-/$/9+#4&)-(^42_@(#--"/B

Page 59: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

59

!"#$"%&"'(#")"&*+$"(,-(./#*/"0%$(%..1".(1+/%)(2322(%+(4,1/5"#+(*+'(6*./"#+(61#,7"

!"#$%#&'()&%(*)#&+)#&#&' +,"-+

./)$#&'(0#+1(+1/-2//%()&%(34$"*/(45(#&54,*)+#4&(5$40

672$4,#&'(&/0(0)8-(45(9,/)+#&'()&%(

%#-+,#:"+#&'(94&+/&+

;)+91#&'(+1/(&//%(+4()%%,/--(*4,/()"%#/&9/-()&%91)&&/$-(0#+1(

$#*#+/%(,/-4",9/-

<42#&'(0#+1(+1/(%#'#+)$(/34$"+#4&()&%(+1/(-49#)$(0/:

=-#&'(:#'(%)+)()&%>4,()$'4,#+1*-(54,(94**"&#9)+#4&

?2)#& @ABCD ECBFD EAB@D E@B@D EGBHD @@BCD

I4,+"')$ @ABJD @CB@D @@B@D EEBED ECBGD ECBGD

K+)$8 GEB@D EABCD @JBHD @EBHD EFBED E@BCD

?$43/&#) GABJD @CBJD @GBHD ELBJD @MBCD E@BHD

<,4)+#) @@B@D @MBLD GEBHD ECBHD ECBAD EJBGD

?/,:#) @GBJD @EBCD GFBED @MB@D @EBCD EFBHD

N",O/8 EFBJD EEBHD @ABLD EEBHD GHBED JEBAD

I4$)&% @LBJD @LBJD @EBHD HGB@D @LBJD @AB@D

<P/91(Q/2":$#9 @HB@D @ABFD GLBAD @HB@D @HB@D @HB@D

Q4*)&#) GCBCD @HB@D @HB@D EGBGD @MBMD EGBGD

!"$'),#) @CBMD @GBMD ECBMD @EBMD GEBMD EGBMD

000B94**"&#9)+#4&*4&#+4,B/" >(R/,5)-- /+()$B(EMHA(>(&(S(ETGEM(94**"&#9)+#4&(2,45/--#4&)$-(5,4*(EE(94"&+,#/-B(U(CV(W1#91(#--"/-(0#$$(:/(*4-+(#*24,+)&+54,(94**"&#9)+#4&(*)&)'/*/&+>IQ(0#+1#&(+1/(&/7+(+1,//(8/),-(5,4*(84",(24#&+(45(3#/0X(I$/)-/(2#9O(/7)9+$8(@(#+/*-B(I/,9/&+)'/-V(Y,/Z"/&98(:)-/%(4&(-/$/9+#4&)-(N42[@(#--"/B

Page 60: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

!"#$%$&$'()*+#,(($-,+&,)$+)&.//0+$&'#$.+1

Page 61: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

61

!"#$%&'()*&'*+&,!"#$"%&'()(*++,-'($"'*-)'.)%-"%#'-&)$)-%/)."$&%)/'"0)"0%)'-"#*1,("'*-)*2)3#"'2'('$4)5-"%44'&%-(%)63578)35)(*+9#'.%.)24%:';4%)1%('.'*-<+$='-&)9#*(%..%.)$-1)$("'*-.)*2).*2"/$#%<1#'>%-)$&%-".8)?0%@)$1$9")"*)(0$-&'-&)&*$4.)$-1),-9#%1'("$;4%).'",$"'*-.A)4%$#-)2#*+)%:9%#'%-(%A)$-1)$#%);$.%1)*-)"%(0-*4*&'%.)4'=%)-$",#$4)4$-&,$&%)9#*(%..'-&A)1$"$)#%"#'%>$4A)=-*/4%1&%)#%9#%.%-"$"'*-A).%+$-"'()#%$.*-'-&A)$-1 +$(0'-%)4%$#-'-&)6B$=#'1$='.A)CDEFG)H**4%)I)B$(=/*#"0A)CDEFG)J,..%44)I)K*#>'&A)CDEL78)M'#",$4)$-1)90@.'($4)/*#41.)$#%)+%#&'-&A)$-1)/%)$#%)%-"%#'-&)?0%)N*,#"0)5-1,."#'$4)J%>*4,"'*-)6!(0/$;A)CDEL78)?0'.)0$.)+$O*#)'+94'($"'*-.)2*#)"0%)9#*2%..'*-$4)(*++,-'($"'*-)*2)*#&$-'.$<"'*-.A)$.)0,+$-.)6%8&8)(*++,-'($"'*-)9#$("'"'*-%#.7)+'&0");%)#%94$(%1)*#).,99*#"%1);@).*2"/$#%)$&%-".)$-1)1%>'(%.)6P%-.(0A)CDEQG)P$44*/$@)I)!/'$"%=A)CDER78

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

3-)*>%#$44)$..%..+%-")*2)"0%)9%#(%'>%1)'+9$(")$-1)#'.=)*2)35)'-)$)"/*<1'+%-.'*-$4).9$(%)'1%-"'2'%.).%>%#$4)"@9%.)*2)(*++,-'($"'*-)9#$("'"'*-%#.8)?0%)4$#&%.")&#*,9)%:9%(".)"0$")35)/'44)'+9$(")"0%)9#*2%..'*-)."#*-&4@)/'"0)4*/)#'.=.)6CQ8C)9%#)(%-"78)3")"0%).$+% "'+%A)E[8F)9%#)(%-")(4%$#4@);%4'%>%)'-)$)."#*-&)'+9$(")$-1)+$-@)#'.=.8)5")/'44);%)-%(%..$#@)"*)"#$(=)"0%)2,",#%)1%>%4*9+%-")(4*.%4@A)$.)35)'.)%-"%#'-&)"0%)(*++,-'($"'*-)2'%41)$")$)2$.")9$(%8

Page 62: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

62

!!"#$

%%"!$

%&"'$

!("&$

!)"&$

!)"'$

*'"($

%&"!$

%%")$

'$ +''$

,-./0123.44526/23/07895:/1.9;<5264/;6=

:2>>765:;<5264/;4/;/?-29.

,-./?;@/271/=.0;1<>.6<A;B.6:@/?21C4

,-./?;@/D/0.1426;99@/?21C

EF.1@G/92?/5>0;:<

E4:;9./+H!G

D>0;:<

E4:;9./%G

EF.1@G/-5B-/5>0;:<

E4:;9./IH*G

!"#$$%&'(%&)%)&'#%*&++',-*.(&#/%0$1-$2$%(".(%34%5-11%*".,6$%("$%7#&)$//-&,80'(%9:%7$#%*$,(%/(.($%(".(%("$-#%;.-1<%5&#=%5-11%,&(%0$%.))$*($;

???":2>>765:;<526>265<21".7 A/J.13;44/.</;9"/!'+)/A/6/K/!L*((/:2>>765:;<526/0123.44526;94"/M/)N/O1<535:5;9/D6<.995B.6:./54/8.:2>56B/0;1</23/.P.1@=;@/953.L

321/.Q;>09./56/9;6B7;B.H8;4.=/;4454<;6<4/EO009./R515L/O>;S26/O9.Q;G/;6=/;9B215<->4/74.=/26/6.?4/45<.4/;6=/.H:2>>.1:./09;<321>4"/,-54/>5B-</;942/5>0;:</

:2>>765:;<5264"/D6/@271/2056526L/-2?/>7:-/5>0;:</?599/O1<535:5;9/D6<.995B.6:./-;P./26/"""/R:;9./+/EF.1@/92?/5>0;:<G/T */EF.1@/-5B-/5>0;:<G"

!"#$%$&$'()*+#,(($-,+&,).$(()/'0,)$12'&#)3+)4

Page 63: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

63

!"##$%&'()&"%*+,"-.//&"%(0/*1",2&%3*&%*4"&%)*/)"'2*'"#+(%&./*.5+.')*)6.*/),"%3./)*&#+(')*"-*78*"%*",3(%&/()&"%(0*(%9*+.,/"%(0*+,(')&'./

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

QU"6V

Q4"WV

WX"5V

Q6"UV

W:"XV

WW"4V

9:"QV

WU"3V

W9"UV

9Q"3V

W3"QV

36"5V

QX"XV

W:"XV

WW"3V

LK,.;+$0,11($'.$0.;&A2(#.+,2)*($'1.)'D#$%%&'(#)*($'1.)1.).!K$2,.RR

LK,.!)C.$&+.D,;)+*%,'*-)@,'#C.!$+Y1

LK,.!)C.?.;,+1$')22C.!$+Y.RR

Z$('*.1*$#Y.#$%;)'(,1

[+(B)*,.#$%;)'(,1

\$B,+'%,'*)2.$+@)'(1)*($'1

]$'F;+$0(*.$+@)'(1)*($'1

^$'1&2*)'#(,1._.>@,'#(,1

!"#$%$&$'()*+#,(($-,+&,).$(()/'0,)$12'&#)3+)4

Page 64: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

64

!"!!

#"$%

#"&'

!"!!

!"(#

#"$)

!"%*

!"))

#"$+

,-./0/-/1-2030456789:.6:

;6<:09-.=-2030,-./09-.=-2

>-.=05?0@5//86<@.:<56030AB-6@C04DE

F)G0H-2C095I0</J.@: H-2C0K<BK0</J.@:0F'G

,K-0J25?-77<5605?0J819<@02-9.:<5670.6=@5//86<@.:<5670.70.0IK59-0L0

,K-0I.C05820=-J.2:/-6:3.B-6@C0I52M70LL

,K-0I.C0N0J-2756.99C0I52M0L

F!G

!"##$%&'()&"%*+,(-,./*0.,-&')*(*/)."%1,.*'2(%1,*"3*'"##$%&'()&"%/*)2."$12*45*"%*)2,*#('."6*#,/" (%-*#&'."*+,7,+*)2(%*$%&)*+,(-,./*(%-*),(#*#,#8,./

III"@5//86<@.:<56/56<:52"-8 30O-2?.770-:0.9"0#()$0306 P0#Q%('0@5//86<@.:<560J25?-77<56.97"0R0$S0A2:<?<@<.90N6:-99<B-6@-0<701-@5/<6B0J.2:05?0-T-2C=.C09<?-Q?520-U./J9-0<609.6B8.B-V1.7-=0.77<7:.6:70FAJJ9-0W<2<Q0A/.X560A9-U.G0.6=0.9B52<:K/7087-=05606-I707<:-70.6=0-V@5//-2@-0J9.:?52/7"0,K<70/<BK:0.9750</J.@:0@5//86<@.:<567"0N60C58205J<6<56Q0K5I0/8@K0</J.@:0I<990A2:<?<@<.90N6:-99<[email protected]"""[email protected])0FH-2C095I0</J.@:G0Y '0FH-2C0K<BK0</J.@:G"0Z-.60T.98-7"LL0><BK9C07<B6<?<@.6:0=<??-2-6@-70F[-6=.9902.6M0@522-9.:<56Q0J0\0("()G"0L0W<B6<?<@.6:0=<??-2-6@-70F[-6=.9902.6M0@522-9.:<56Q0J0\0("('G"

!"#$%$&$'()*+#,(($-,+&,).$(()/'0,)$12'&#)3+)4

Page 65: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

65

!"#$"%&"'(%)*+$,(-.(/#,%.%$%+0(12,"00%3"2$"(+$#-44(56#-*"

!"# $%&'#(()&*+&'+$,-.)/+%#.01)&*(

0*2+/&33,*)/01)&*+0(+0+4"&.#

!"#+405+&,%+2#$0%13#*16

07#*/5 4&%8(+99

!"#+405+:+$#%(&*0..54&%8+99

!"# $%&'#(()&*+&'+$,-.)/+%#.01)&*(

0*2+/&33,*)/01)&*0(+0+4"&.#

!"#+405+&,%+2#$0%13#*16

07#*/5 4&%8(+99

!"#+405+:+$#%(&*0..54&%8+99

;#%30*5 <=>?@ AB>A@ AC>D@ E$0)* FB>B@ F=>C@ AC>?@

G,(1%)0 F=>H@ AF>H@ IB>C@ J&%1,70. <H>?@ FI>A@ FI>A@

E4)1K#%.0*2 FH>?@ IH>I@ IH>I@ :10.5 F<>=@ F=>F@ AF>?@

L%0*/# FH>I@ AD>H@ AD>H@ E.&M#*)0 F=>F@ A<>D@ A=>?@

N#.7),3 <<>B@ AD>F@ AI>=@ O%&01)0 F?>C@ AI>F@ AF>A@

P#1"#%.0*2( D?>I@ FF>F@ AC>D@ E#%-)0 FH>=@ A<><@ F?>?@

Q*)1#2+R)*72&3 <F>H@ A<>B@ AF>?@ !,%8#5 <?>?@ FA>H@ FI>F@

:%#.0*2 FD>H@ AI>C@ ID><@ J&.0*2 F<>A@ =B>H@ =B>H@

E4#2#* FH><@ AI>?@ A?>H@ OK#/"+S#$,-.)/ FI>D@ IH>B@ I=>A@

P&%405 DA>H@ FB>I@ AF>H@ S&30*)0 <F>I@ FF>B@ AC>H@

L)*.0*2 D<>D@ FD>I@ AB>C@ N,.70%)0 <?>?@ FC>H@ AH>D@

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`)7".5+()7*)')/0*1+2)''#%#*/#(+[/")Z(_,0%#+1#(1V+$+a+?>?=\>

Page 66: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

66

!"#$%&'()"*+"#,"&-"$).,/0)12)'3%&4)-%335&,-'/,%&)+#%6"$$,%&'($),&)75#%+"89&(:)')3,&%#,/:),$)'(#"';:)5$,&4),&/"((,4"&/)'$$,$/'&/$)%#);"<,-"$

!!!"#$%%&'(#)*($'%$'(*$+",& -./,+0)11.,*.)2".3456.-.'.7.389:6.#$%%&'(#)*($'.;+$0,11($')21".<.36=.>$.?$&.&1,.('*,22(@,'*.)11(1*)'*1.$'.?$&+.1%)+*;A$',B,"@".C(+(8.D$$@2,.E11(1*)'*FG.H,1.-.I$.-.J.K$'L*.M'$!-'$*.)N)(2)O2,.*$.%,".<.P4=.>$.?$&.&1,.('*,22(@,'*.K,N(#,1.('.?$&+.A$%,.$+.$00(#,.B,"@".E%)Q$'.R#A$.!(*AE2,S)8.D$$@2,.T$%,8.E;;2,.T$%,U$KFG.H,1.-.I$.-.J.K$'L*.M'$!-'$*.)N)(2)O2,.*$.%,".

!"#$%&'()*+,-.-/

V*A,+.#$%%&'(#)*($'.;+)#*(*($',+1

:9"WX

!"#$%&'()*+#Y$%%&'(#)*($'.;+)#*(*($',+1.&1('@! ('*,22(@,'*.)11(1*)'*1.$'.*A,(+.1%)+*;A$',1.)'K! ('*,22(@,'*.K,N(#,1.('.*A,(+.A$%,.$+.$00(#,

Page 67: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

67

!"#$%

&'#"%

&'#&%

&'#!%

(!#)%

($#!%

*+,-./01,22304-01-.56738-/,79:3042-94;

80<<54389:3042-92-9-=+07,->>

*+,-=9?-05/-;,.9/:<,4:@9A,48?-=0/B2->>

*+,-=9?-C-.,/204977?-=0/B->>

DC-9;0.:,/2

E:+,/-80<<54389:304-./01,22304972

!"#$%&'()*+#),')-(#+./0.1.-$0(23#4./4)*#&5)*$22#.6'$-(#&0#$22#&')*$(.&0$2#2)5)2+#-&6'$*)%#(&#'))*+#(4$(#%&#0&(#7+)#.0()22./)0(#$++.+($0(+#$0%#%)5.-)+

===#80<<54389:304<043:0/#,5 @-F,/1922-,:-97#-)G$'-@-4-H-)I!JJ-80<<54389:304-./01,22304972#-K-'L-D/:3138397-C4:,773A,48,-32-6,80<34A-.9/:-01-,M,/?;9?-731,I

10/-,N9<.7,-34-794A59A,O692,;-92232:94:2-PD..7,-Q3/3I-D<9R04-D7,N9S-94;-97A0/3:+<2-52,;-04-4,=2-23:,2-94;-,O80<<,/8,-.79:10/<2#-*+32-<3A+:-9720-3<.98:-

80<<54389:3042#-C4-?05/-0.34304I-+0=-<58+-3<.98:-=377-D/:3138397-C4:,773A,48,-+9M,-04-###-Q897,-$-PT,/?-70=-3<.98:S-U !-PT,/?-+3A+-3<.98:S#-V/,W5,48?-692,;-04-

2897,-.034:2-&O!#->>-X3A+7?-23A4313894:-;311,/,48,2-P8+3O2W59/,-:,2:I-.-Y-G#G$S#

!"#$%$&$'()*+#,(($-,+&,).$(()/'0,)$12'&#)3+)4

Page 68: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

68

!"#$%&'()*&%+(",-")'.%/0)12)'3%&-)4%33/&54'05%&)6#%7"$$5%&'($81)$3'(()6%#05%&)4'&).")4%&$5,"#",)"96"#0$)5&)0:")75"(,

!!!"#$%%&'(#)*($'%$'(*$+",& -./,+0)11.,*.)2".3456.-.'.7.3896:.#$%%&'(#)*($'.;+$0,11($')21".<.54=.>?,.*,+%.@A+*(0(#()2.B'*,22(C,'#,D.(1.#?)+)#*,+(1,E.('F)+($&1.!)G1".H2,)1,.;(#I.)22.E,0('(*($'1.!?(#?.G$&.*?('I.)+,.);;+$;+()*,".A+*(0(#()2.B'*,22(C,'#,.+,0,+1.*$.""".H,+#,'*)C,1=.J+,K&,'#G.L)1,E.$'.1,2,#*($'"AB.MN;,+*1=.5O"9P.$0.*?,.$F,+)22.1)%;2,.)'E.5Q"QP.$0.*?$1,.!?$.?)F,.1,2,#*,E.E,0('(*($'1".>?,.2)+C,1*.;$+*($'.RS:"QPT.?)1.#2)11(0(,E.O.$0.:.(*,%1.#$++,#*2G"

UQ"5P

O:"QP

O9":P

SO"UP

S9"QP

5O"OP

54"UP

Q"QP

V,#(1($'1.)'E.)#*($'1.LG.1$0*!)+,WE+(F,'.)C,'*1

X,)+'('C.0+$%.,N;,+(,'#,

Y$%;&*,+W)11(1*,E.)#*(F(*(,1.LG.?&%)'1

AE);*('C.*$.#?)'C('C.C$)21.)'E.&';+,E(#*)L2,.1(*&)*($'1

H+$#,11('C.')*&+)2.2)'C&)C,

Z'E,+1*)'E('C.,%$*($'1

[!'('C.)22.?&%)'.)L(2(*(,1

MN;,+(,'#('C.0,,2('C1Y$++,#*.E,0('(*($'

\+$'C.E,0('(*($'

!"#$%"&&'()%*+)"($,-"./00)"(*10$2/.)(/$3-+).)%)*1$4(+/11)5/(%/

!"#$%%&'%()**+,-)+.%! Y$%%&'(#)*$+1.1&+F,G,E.*?)*.

?)F,.1I(;;,E.*?(1.K&,1*($'.$+.*?,.!?$2,.AB.*$;(#

#/"0$%%&'%*12*)3.%! Y$%%&'(#)*$+1.1&+F,G,E.*?)*.?)F,.

#2)11(0(,E.)*.2,)1*.1,F,'.E,0('('C.,2,%,'*1.#$++,#*2G

&'%45-236-+%4+5%&'%*12*)36.*! ]$.1(C'(0(#)'*.#$++,2)*($'! 5S"UP.$0.,)+2G.)E$;*,+1.)+,.,N;,+*1! 5O"UP.$0.$*?,+.;+)#*(*($',+1.)+,.,N;,+*1

Page 69: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

69

!"#$%&$'()#*+,-.#/,++0-1/*(1,-#&',2$))1,-*3)#1-#4$5#/,0-('1$)

!!!"#$%%&'(#)*($'%$'(*$+",& -./,+0)11.,*.)2".3456.-.'.7.38934.#$%%&'(#)*($'.:+$0,11($')21.0+$%.33.#$&'*+(,1".;.54<.=>,.*,+%.?@+*(0(#()2.A'*,22(B,'#,C(1.#>)+)#*,+(1,D.('.E)+($&1.!)F1".G2,)1,.:(#H.)22.D,0('(*($'1.!>(#>.F$&.*>('H.)+,.)::+$:+()*,"[email protected]:,+*1.)+,.#$%%&'(#)*$+1.1&+E,F,D.*>)*.>)E,.#2)11(0(,D.)*.2,)1*.1,E,'.D,0('('B.,2,%,'*1.#$++,#*2FK.1,,.:)B,.LM.0$+.D,*)(21"

39"NO

5N"9O

56"9O

5L"PO

59"3O

59"4O

5N"3O

6"LO

3L"6O

3Q"NO

Q4"3O

55"QO

6"6O

55"6O

5Q"3O

5P"NO

55"MO

54"QO

35"9O

33"6O

6"3O

54"4O

PN"NO

M9"LO

M4"LO

MQ"QO

MN"MO

ML"4O

M9"MO

64"9O

PQ"5O

PL"NO

L6"MO

MM"PO

64"5O

MM"5O

ML"MO

M3"NO

MM"3O

M6"PO

PM"LO

PP"5O

64"MO

64"4O

4O 544O

R,+%)'F@&1*+()

S!(*T,+2)'DU+)'#,

V,2B(&%W,*>,+2)'D1

X'(*,D.Y('BD$%A+,2)'DS!,D,'W$+!)FU('2)'DS:)('

G$+*&B)2A*)2F

S2$E,'()Z+$)*()S,+[()=&+H,FG$2)'D

ZT,#>.\,:&[2(#\$%)'()V&2B)+()

@A.,J:,+*1 ]*>,+.#$%%&'(#)*($'.:+$0,11($')21

!"#$%&'()%$(*+$,&*-*$+(.)'$+(/,(&0$*%(#$%'/,)1(2,/31$+4$()./5&(6%&*-*7*)1(8,&$11*4$,7$

Page 70: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

70

!"#$$%&'%()*+,)-./$%.%&0-&')12)-&)3+..4&-3#0-+&(

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

9:"3U

9T"VU

TV"VU

T9"6U

TS"3U

ST"WU

3W"6U

3:"5U

S9"SU

S4"TU

S5"WU

S4"4U

5T"6U

56"SU

5V"4U

3S"VU

39"4U

S9"3U

X$%;,*,'#(,1.$0.#$%%&'(#)*($'.;+)#*(*($',+1.*$.&1,.>?

Y+@)'(1)*($')2.('0+)1*+&#*&+,.A,"@".?I8.C&D@,*18.+,1;$'1(C(2(*(,1B

>##,;*)'#,.CK.&1,+1.)'D.,E*,+')2.1*)G,J$2D,+1

Z$*(H)*($'.$0.#$%%&'(#)*($'.;+)#*(*($',+1.*$.&1,.>?

N&;;$+*.CK.*$;.%)')@,%,'*8.2,)D,+18.)'D.#2(,'*1

N$#(,*)2.('0+)1*+&#*&+,.A,"@".J(@J1;,,D.('*,+',*8.2,@)2.+&2,1B

AQ,+KB.D(00(#&2* R)(+2K.D(00(#&2* O$*.$+.12(@J*2K.D(00(#&2*

!"#$%&''&()*+$&,$&+$+"$,-().-$+/-$'"**"#&01$.-2)&.-3-0+,$'".$),&01$45$&0$("33)0&(6+&"0,7

!"#$%$&$'()*+#,(($-,+&,).!*/7.02,E(C2,.D,#(1($'F%)G('@.;+$#,11,1.)'D.)#*($'1.$0.1$0*!)+,FD+(H,'.)@,'*1"

IJ,K.)D);*.*$.#J)'@('@.@$)21.)'D.&';+,D(#*)C2,.1(*&)*($'18.2,)+'.0+$%.,E;,+(,'#,8.)'D.)+,.C)1,D.$'.*,#J'$2$@(,1.2(G,.')*&+)2.2)'@&)@,.;+$#,11('@8.D)*).+,*+(,H)2.)'D.G'$!2,D@,.+,;+,1,'*)*($'8.1,%)'*(#.+,)1$'('@8.)'D.%)#J(',.2,)+'('@"

Page 71: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

71

!"#$%

!&#'%

(!#)%

&*#!%

!+#&%

!,#'%

&*#&%

(+#&%

!$#$%

!$#+%

("#!%

(!#'%

),#(%

)'#*%

($#"%

!,#*%

!!#*%

!(#&%

(*#(%

(&#&%

-./0121345167.874.//9354:25.370;:42525.31;62.79617<=

>;?:356:25.3:@7538;:62;9429;1A1#?#7=BC7D9E?126C7;160.365D5@52516F7GG

H.25I:25.37.874.//9354:25.370;:42525.31;62.79617<=7GG

J900.;27DK2.07/:3:?1/132C7@1:E1;6C7:3E74@51326

L.532762.4M4./0:3516N;5I:214./0:3516

O.I1;3/132:@.;?:356:25.36P.3Q0;.852.;?:356:25.36

-.369@2:345167R<?134516

!"#$%&"'()*+&,)-+"&.,#(*,)("#,/+01,//-#.-*+'"&+(2%/-2-#)(#.+34+1(.1-&52")(6,)("#+"'+%&,0)()("#-&*+(*+,+*)&"#.+0"#0-&#+(#+,.-#0(-*

SSS#4.//9354:25.3/.352.;#19 T7U1;8:667127:@#7',+*7T737V7'C!))74.//9354:25.370;.81665.3:@6#7W7++X7<;258545:@7=321@@5?13417A<=F74:37D17E164;5D1E7:678@[email protected]/:M53?70;.4166167:3E7:425.367.876.82S:;1QE;5I137:?1326#7BZ1K7:E:0272.74Z:3?53?7?.:@67:3E7930;1E542:D@176529:25.36C7@1:;378;./71Y01;51341C7:3E7:;1D:61E7.37214Z3.@.?5167@5M173:29;:@7@:3?9:?170;.416653?C7E:2:7;12;51I:@7:3E7M3.S@1E?17;10;16132:25.3C761/:32547;1:6.353?C7:3E7/:4Z5317@1:;353?#7B:M53?72Z567E1853525.37532.7:44.9327:3E72Z53M53?7.87K.9;7.;?:356:[email protected];172Z178.@@.S53?7;1[95;1/132678.;79653?7<=75374.//9354:25.36\7J4:@17+7AP.27E588549@2F7] !7A^1;K7E588549@2F#7_;1[9134K7D:61E7.3764:@170.53267(Q!#7GG7`5?Z@K765?35854:327E5881;134167A4Z5Q6[9:;172162C707a7,#,+F#

!"#$"%&"'('%))%$*+,-(,.(/"$*#"(,0"().++.1%23(#"4*%#"5"2,/().#(*/%23(6#,%)%$%7+(82,"++%3"2$"

Page 72: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

72

!"#$%&'()*+,-)*./-)*).-)*),0 1234#5%

()*6+-)*6,-)*7.-7*8)09:54;"#<%&=

>>()*68-)*).-)*7.?-)*?@0

A#%&B"()*,,-)*6+-)*/,-)*7,0

C"<D52$()*+?-)*.,-)*)7-)*7/0

E"4F"#<%&=3()*/+-)*)+-)*77-7*860

G&54"=>H5&D=I$()*+8-)*68-)*./-)*@60

J#"<%&=()*.+-)*68-)*/)-)*780

9:"="&()*//-)*)-)*7)-7*,,0

EI#:%'()*6)-)*?,-7*87-7*6)0

A5&<%&=()*..-)*76-)*@+-7*,.0

9K%5&()*/6-)*)8-)*.)-)*770

LI#42D%<()*/6-)*6@-)*)/-7*8.0

J4%<'()*/7-)*.6-)*)6-)*?80

9<IM"&5%()*))-)*7,-)*@6-7*8@0

N#I%45%()*66-)*/7-)*7,-)*?)0

9"#O5%()*)8-)*.8-)*7.-)*?60

P2#Q"'()*6-)*.6-)*)7-)*?70

LI<%&=()*+.-)*6)-)*6+-7*/70

N;"BF>R"K2O<5B()*6)-)*).-)*7,-7*/,0

RI$%&5%()*7@-)*)7-)*@+-7*,)0

C2<D%#5%()*7)-)*@+-7*8.-7*,@0

NI$K"4"&B5"3>IS>BI$$2&5B%45I&K#%B4545I&"#3>4I>23">1J>TT

1BB"K4%&B">O'>23"#3>%&=>"U4"#&%<34%Q"FI<="#3>TT

VI45M%45I&>IS >BI$$2&5B%45I&K#%B4545I&"#3>4I>23">1J>TT

9IB5"4%<>5&S#%34#2B42#">("*D*F5DF3K""=>5&4"#&"4W><"D%<>#2<"30>TT

@*??

6*??

6*??

!"#$$%&'%()*+,)-./$%.%&0-&')12)-&)3+..4&-3#0-+&()#3,+(()54,+/%

!"#$"%&"'('%))%$*+,-(,.(/"$*#"(,0"().++.1%23(#"4*%#"5"2,/().#(*/%23(6#,%)%$%7+(82,"++%3"2$"

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` 6>(a"#'>=5SS5B2<40*>V"%&>M%<2"3*>TT>b5DF<'>35D&5S5B%&4>=5SS"#"&B"3>(1Eca1W>K>d>?*?@0*

9B%<"\>@>(EI4>=5SS5B2<40>` 6>(a"#'>=5SS5B2<40

LI#42D%<()*/6-)*6@-)*)/-7*8.0

A5&<%&=()*..-)*76-)*@+-7*,.0

Page 73: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

73

!"#$%

&"#'%

"(#)%

()#"%

()#(%

('#!%

"*#$%

"$#*%

('#+%

"(#$%

"!#!%

()#$%

()#'%

+,#!%

!)#'%

!)#"%

!!#!%

$(#'%

-./012304251367288634.9//8:6724;6<0.2:=6340>>6?5@A:4:1?:

-./012304251367288634.9//8:6724;691?8:0.6.:3A5132B28242:3

C;:6?5@@912?0425136A.5>:33251672886853:624362=:1424D

E5@@912?042516A.0?424251:.3672886853:64;:2.6F5B3

E5@@912?042516A.0?424251:.3672886.:?:2<:63;.21G21/63080.2:3

C;:6?5@@912?0425136A.5>:33251672886853:62436?5.:6?5@A:4:1?:3

HI:.DJ682G:8D K5@:7;04682G:8D L5465.682448:682G:8D

!"#$#%&'%()*"'"+",-%./*0--"10/+0%'&)%*20%+&334/"+,*"&/#%5)&'0##"&/

777#?5@@912?04251@51245.#:9 M6N:.>0336:4608#6",()6M616O6"P!$$6?5@@912?042516A.5>:33251083#6Q6("R6S;046?598=6B:6A5332B8:6.23G364;046T.42>2?2086U14:882/:1?:B.21/36456?5@@912?042513V6K?08:6(6HL54682G:8DJ6W !6HI:.D682G:8DJ#6X.:Y9:1?D6B03:=65163?08:6A521436&Z!#

!"#$%&'()*%+,%-'../+),%0/.1.%$"#$%23%+0/45.%$'%&'66(4/&#$/'4.7

Page 74: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

74

!""#""$#%&'()'*+","'(%'&-#'(*./%+"/&+(%/0'/%1'2#*"(%/0'0#3#0'1+))#*"'4#&5##%'3/*+(6"'&72#"'()'(*./%+"/&+(%"

!!!"#$%%&'(#)*($'%$'(*$+",& -./,+0)11.,*.)2".3456.-.'.7.389::.#$%%&'(#)*($'.;+$0,11($')21".<.53=.>?)*.#$&[email protected],.;$11(A2,.+(1B1.*?)*.C+*(0(#()2.D'*,22(E,'#,A+('E1.*$.#$%%&'(#)*($'1F..G#)2,.5.HI$*.2(B,2JK.L 9.HM,+J.2(B,2JK".N+,O&,'#J.A)1,@.$'.1#)2,.;$('*1.PQ9".RR.S(E?2J.1(E'(0(#)'*.@(00,+,'#,1.H#?(Q1O&)+,.*,1*8.;.T.4"45K"R.G(E'(0(#)'*.@(00,+,'#,1.H#?(Q1O&)+,.*,1*8.;.T.4"49K"

95"5U

V6"WU

5W"9U

59"6U

95"4U

V6"XU

35"9U

35"4U

9P"5U

P5"3U

5X"4U

56"3U

:5"9U

P:"6U

5:"PU

5W"XU

94"6U

P:":U

34"VU

34"4U

Y+E)'(1)*($'1.!(22.1*+&EE2,.!(*?.Z)+(,@.1*)00.#$%;,*,'#,.RR

Y+E)'(1)*($'1.!(22.1*+&EE2,.!(*?.&'#2,)+.+,1;$'1(A(2(*(,1.R

[$%%&'(#)*($'.;+)#*(*($',+1.!(22.2$1,.*?,(+.\$A1

[$%%&'(#)*($'.;+)#*(*($',+1.!(22.+,#,(Z,.1?+('B('E.1)2)+(,1.R

]$('*.1*$#B.#$%;)'(,1

^+(Z)*,.#$%;)'(,1

_$Z,+'%,'*)2.$+E)'(1)*($'1

I$'Q;+$0(*.$+E)'(1)*($'1

[$'1&2*)'#(,1.`.CE,'#(,1

!"#$"%&"'()%*")%+",,(-.(#%,*,(%+'/$"'(01(2#3%.%$%4)(5+3"))%6"+$"

Page 75: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

75

!"#!

!"$$

%"%&

%"%'

%"!!

%"$&

!"##

!"$%

%"#(

%"!$

%"##

%"!$

!"#!

!"%$

%")(

%"!*

%"))

%"#(

+,-./01/20334562-7605/8/9:,52;/<=>

?567/@,-.,A/8/B,-3/@,-.,A

B,-3/3,3C,A/8/<05D4@7-57

E$F/G07/@6H,@; I,A;/@6H,@;/E)F

>A:-56D-7605D/J6@@/D7A4::@,///////////////////J67K/L-A6,./D7-11/203M,7,52,

E!F

>A:-56D-7605D/J6@@/D7A4::@,//////////////////J67K/452@,-A/A,DM05D6C6@676,D/

BK,/20334562-7605D/MA01,DD605/J6@@/@0D,/67D/6.,5767;/NN

<0334562-7605/MA-2767605,AD/J6@@/@0D,/7K,6A/O0CD

<0334562-7605/MA-2767605,AD//////////////J6@@/A,2,6L,/DKA65H65:/D-@-A6,D/NN/

BK,/20334562-7605D/MA01,DD605/J6@@/@0D,/67D/20A,/203M,7,52,D/NN

!"#$%$"$&"'(%#)*%+,)(-./#)/(%#'"%$,'"%0"((1$1(/1+%/2#)%+,$$-)1+#/1,)%."#*"'(

JJJ"20334562-7605305670A",4 8/P,A1-DD/,7/-@"/%($*/8/5/Q/%R#()/20334562-7605/MA01,DD605-@D"/S/$%T/UK-7/204@./C,/M0DD6C@,/A6DHD/7K-7/9A761626-@/V57,@@6:,52,CA65:D/70/20334562-7605DW//X2-@,/$/EG07/@6H,@;F/Y )/EI,A;/@6H,@;F"/Z,-5/L-@4,D"/NN/+6:K@;/D6:56162-57/.611,A,52,D/E[,5.-@@/A-5H/20AA,@-7605R/M/\/("($F"

!"#$#%&'(%)'**+,")-."',#%",/+)0/%12%3(."&")"-4%5,.044"60,)0

Page 76: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

76

!"#$%$&'#$(")(*)!+,$"-.%/-)0$121)'%0(11)&0'%#$#$("/0)3/"/0'#$("145#0$2$"3)-$**/0/"%/1)6/#7//")8(."3)&0(*/11$("'91)$")#:/$0);<1)'"-)=<1

!!!"#$%%&'(#)*($'%$'(*$+",& -./,+0)11.,*.)2".3456.-.'.7.389::.#$%%&'(#)*($'.;+$0,11($')21".<.53=.>?)*.#$&[email protected],.;$11(A2,.+(1B1.*?)*.C+*(0(#()2.D'*,22(E,'#,A+('E1.*$.#$%%&'(#)*($'1F..G#)2,.5.HI$*.2(B,2JK.L 9.HM,+J.2(B,2JK".N,)'.O)2&,1".PP.Q(E?2J.1(E'(0(#)'*.@(00,+,'#,1.HR,)+1$'.#$++,2)*($'8.;.S.4"45K"

!"#$#%&'(%)'**+,")-."',#%",/+)0/%12%3(."&")"-4%5,.044"60,)0

T"TU

T"59

3"V5

3":9

3"V3

3":T

T"TV

T"4V

3"T3

3"5:

3"36

3"5U

T"95

T"59

3"T:

3"TT

3"WT

3"36

T"WT

T"5V

3"TT

3"WT

3"WV

3"3V

T"W5

T"56

3"3U

3"TT

3"T3

3"5U

36.$+.J$&'E,+

T4.X.T6

W4.X.W6

94.X.96

:4.$+.$2@,+

H5K.I$*.2(B,2J M,+J.2(B,2J.H9K

Y+E)'(1)*($'1.!(22.1*+&EE2,...................!(*?.O)+(,@.1*)00.#$%;,*,'#,

HTK

Y+E)'(1)*($'1.!(22.1*+&EE2,..................!(*?.&'#2,)+.+,1;$'1(A(2(*(,1.

Z$%%&'(#)*($'.;+)#*(*($',+1!(22.2$1,.*?,(+.[$A1

Z$%%&'(#)*($'.;+)#*(*($',+1.............!(22.+,#,(O,.1?+('B('E.1)2)+(,1.PP

\?,.#$%%&'(#)*($'1.;+$0,11($'.2$1,.(*1.(@,'*(*J.PP.

\?,.#$%%&'(#)*($'1.;+$0,11($'.!(22.2$1,.(*1.#$+,.#$%;,*,'#,1.PP

Page 77: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

77

!"#$%"&$''()*(+,-"&./0$.(1"'#'(*)1(0)22/&"034")&'("&(5$'4$1&(3&.(6)147$1&(8/1)9$

!"#$%&'$(&)%'*&++,'("-##+.,,,,,,,,,,,,,,,,,,,

*&(/,0$"&.1,'($22,3)45.(.%3.

!"#$%&'$(&)%'*&++,'("-##+.,,,,,,,,,,,,,,,,,,*&(/,-%3+.$",".'5)%'&6&+&(&.'

7/.,3)44-%&3$(&)%',5")2.''&)%,*&++,+)'.

&(',&1.%(&(8

9)44-%&3$(&)%,5"$3(&(&)%."',*&+++)'.,(/.&",:)6'

9)44-%&3$(&)%,5"$3(&(&)%."',,,,,,,,,,,,,,*&++,".3.&0.,

'/"&%;&%#,'$+$"&.'

7/.,3)44-%&3$(&)%',5")2.''&)%,*&++,+)'.,&(',3)".,3)45.(.%3.'

<."4$%8 =>?@A BC?BA >D?EA >D?EA >C?CA FG?>A

H-'("&$ E>?FA II?FA >D?IA >C?=A >C?=A >=?BA

J*&(K."+$%1 E@?BA IB?CA >F?EA >B?EA >G?IA @?BA

L"$%3. EC?EA ID?FA >G?CA >G?CA >B?CA >C?EA

M.+#&-4 =G?=A ID?>A >E?CA >F?>A D?>A >I?EA

N.(/."+$%1' E@?DA B=?>A D?GA D?CA F?BA >G?EAO%&(.1,P&%#1)4 EI?BA IE?>A >@?DA F@?FA >=?@A >I?CA

Q".+$%1 EB?>A ID?GA >C?IA BG?=A FC?=A >C?IA

J*.1.% =G?CA IB?BA >F?IA F>?=A >I?IA >>?BA

N)"*$8 =>?IA F@?@A >F?GA >=?DA @?FA C?IA

L&%+$%1 =@?@A IB?GA >>?CA D?@A C?=A D?@A

***?3)44-%&3$(&)%4)%&()"?.- R,S."2$'' .(,$+?,FG>D,R,%,T,FUE==,3)44-%&3$(&)%,5")2.''&)%$+'?,V,>FW,X/$(,3)-+1,6.,5)''&6+.,"&';',(/$(,H"(&2&3&$+,Q%(.++&#.%3.6"&%#',(),3)44-%&3$(&)%'Y,,J3$+.,>,ZN)(,+&;.+8[,\ E,Z]."8,+&;.+8[?,[?,L".^-.%38,6$'.1,)%,'3$+.,5)&%(',I_E?

Page 78: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

78

!"#$%"&$''()*(+,-"&./0$.(1"'#'(*)1(0)22/&"034")&'("&(5)/46$1&(3&.(73'4$1&(7/1)8$

!"#$%&'$(&)%'*&++,'("-##+.,,,,,,,,,,,,,,,,,,,

*&(/,0$"&.1,'($22,3)45.(.%3.

!"#$%&'$(&)%'*&++,'("-##+.,,,,,,,,,,,,,,,,,,*&(/,-%3+.$",".'5)%'&6&+&(&.'

7/.,3)44-%&3$(&)%',5")2.''&)%,*&++,+)'.

&(',&1.%(&(8

9)44-%&3$(&)%,5"$3(&(&)%."',*&+++)'.,(/.&",:)6'

9)44-%&3$(&)%,5"$3(&(&)%."',,*&++,".3.&0.,'/"&%;&%#,

'$+$"&.'

7/.,3)44-%&3$(&)%',5")2.''&)%,*&++,+)'.,&(',3)".,3)45.(.%3.'

<5$&% =>?@A =B?BA CB?DA ED?>A BE?>A EF?@A

G)"(-#$+ >C?DA =H?@A C=?=A C=?=A BC?EA EF?CA

I($+8 =>?@A ==?=A C=?EA ED?JA EF?HA CC?CA

<+)0.%&$ =@?EA BF?EA EH?=A EJ?BA E=?FA ED?EA

9")$(&$ >J?JA =C?DA CB?EA E@?DA CE?BA ED?@A

<."6&$ =@?BA =>?>A B=?>A CJ?FA BJ?JA CH?CA

7-";.8 B@?FA =H?>A B=?HA C=?CA C>?HA CC?@A

G)+$%1 >H?>A =@?CA BC?EA C=?>A CJ?HA CC?DA9K.3/,L.5-6+&3 BH?BA ==?@A BH?BA EF?EA H?>A EC?HA

L)4$%&$ BF?FA =J?=A BD?>A BB?>A B>?JA BC?JA

M-+#$"&$ >J?JA =@?FA B>?=A CC?FA CF?CA B>?=A

***?3)44-%&3$(&)%4)%&()"?.- N,O."2$'' .(,$+?,CJEF,N,%,P,CQ>DD,3)44-%&3$(&)%,5")2.''&)%$+'?,R,ECS,T/$(,3)-+1,6.,5)''&6+.,"&';',(/$(,U"(&2&3&$+,I%(.++&#.%3.6"&%#',(),3)44-%&3$(&)%'V,,<3$+.,E,WX)(,+&;.+8Y,Z >,W[."8,+&;.+8Y?,Y?,\".]-.%38,6$'.1,)%,'3$+.,5)&%(',=^>?

Page 79: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

79

!"#$%&&'%((#(()#*+',-'.$+/-/0/%&'1*+#&&/2#*0#3'!*#',4+',-'(#"#*0,))4*/0%+/,*'5$%0+/+/,*#$('#65#0+('(+$,*2'/)5%0+('7/+8')%*9'$/(:(

!"#$%!"#!$%&%'(%&)*&+,--&,.#($%

%'!&#/01!22,03&-,%%-!

(34&5/,36&.(37&/,282

9:&;*<=<

>*?>&*@A)BC

D:E&*@A)BC

!$#&%!"#!$%&%'(%&)*&+,--&,.#($%

%'!&#/01!22,03&2%/036-7

(34&5/,36&.(37&/,282

'(#'%!"#!$%&%'(%&)*&+,--&,.#($%&%'!&

#/01!22,03&2%/036-7

+,%'&-0+&/,282

')#(%!"#!$%&%'(%&)*&+,--&,.#($%&%'!&

#/01!22,03&-,%%-!

+,%'&-0+&/,282

+++F$0..G3,$(%,03.03,%0/F!G H&I!/1(22&!%&(-F&JKLM&H&3 N&&JOPQQ&$0..G3,$(%,03&#/01!22,03(-2F&)3(-72,2&5(2!4&03&$0.5,3,36&%'!&,34!"&01&(--&RM&,%!.2&

S#!/$!,T!4&,.#($%&01&)/%,1,$,(-&*3%!--,6!3$!U&(34&%'!&,34!"&01&(--&RLJ&,%!.2&S/,282&(220$,(%!4&+,%'&)/%,1,$,(-&*3%!--,6!3$!UV&D0+&,.#($%&SRM&,34!"&T(-G!&W&XUO&

3!G%/(-&,.#($%&SRM&,34!"&T(-G!&N&XUO&',6'&,.#($%&SRM&,34!"&T(-G!&Y&XUZ&30H1!+&/,282&SRLJ&,34!"&T(-G!&W&XUO&3!G%/(-&/,282&SRLJ ,34!"&T(-G!&&N&XUO&.(37&/,282&

SRLJ&,34!"&T(-G!&Y&XUF&:T!/(--&M&6/0G#2&+!/!&,4!3%,1,!4F&[&6/0G#2&+,%'&',6'!2%&T(-G!2&(/!&2'0+3F&)44,%,03(-&6/0G#2V&\F]^&S3!G%/(-&,.#($%O&1!+&/,282UO&PFJ^&

S3!G%/(-&,.#($%O&.(37&/,282UO&XF[^&S',6'&,.#($%O&3!G%/(-&03&/,282UO&JF]^&S-0+&,.#($%O&3!G%/(-&03&/,282UO&LF\^&S3!G%/(-&,.#($%O&3!G%/(-&03&/,282UF

@)9_&;*<=<

Page 80: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

!"#$%#$&'(%)$*"#)#+&+*,$(*-.$*"#

Page 81: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

81

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

I#&.'*-20.-,0'*$-*+$-),"#*,030,9$-&#$/-:'&$,&#*+.$0*$3'//)*03-,0'*.$_ .'30-2$/#+0-$0*(2)#*3#&.$-&#$).0*4$,"0.$,'$1)02+$,"#0&$1&-*+.$-*+$3&#-,#$2-&4#$*#,;'&F.$'($('22';#&.$<`&#1#&46$>?@S6$%%8$@GU7@UNB$a"-/0.$#,$-286$>?@UH8$K'/#$3'//)*03-,0'*$%&-3,0,0'*#&.$+'$,"#$.-/#8$!"#9$+0.,&01),#$%&'(#..0'*-2$3'*,#*,$'*$#W,#&*-2$/#+0-$).0*4$,"#0&$';*$*-/#8$b';#5#&6$'*29$@G8U$%#&$3#*,$'($,"#$&#.%'*+#*,.$-&#$-3,05#$0*$,"0.$;-9$)*,02$*';T$,"#9$%'.,$-,$2#-.,$+-029$-*+$).#$,;'$'&$/'&#$.'30-2$/#+0-$%2-,('&/.8

L%,0/0.0*4$3'*,#*,$+0.,&01),0'*$0.$-$F#9$3"-22#*4#6$1),$2#5#&-40*4$,"#$%',#*,0-2$'($3'*,#*,$3&#-,0'*$/04",$1#$#5#*$/'&#$0/%'&,-*,$<I)20]]06$>?@VH8$!"#$/-:'&$.')&3#.$('&$&#4)2-&29$3&#-,0*4$3'*,#*,$0*$J)&'%#-*$3'//)*03-,0'*$+#%-&,/#*,.$-*+$-4#*30#.$-&#$0*,#&*-2$<%&'+)3,.$-*+$.#&503#.6$0*%),$(&'/$/#/1#&.$'($,"#$'&4-*0.-,0'*$'&$320#*,.$-*+$'&4-*0.-,0'*-2$.,&-,#40#.H8$J04",$'),$'($,#*$&#.%'*+#*,.$3'*(0&/$,"#.#$-.$3'*,#*,$0*.%0&-,0'*8$JW,#&*-2$0*%),$(&'/$).#&.$'($';*#+$/#+0-$'&$%&'+)3,.X.#&503#.$-.$;#22$-.$,'%03.$+0.3)..#+$0*$/-..$'&$.'30-2$/#+0-$-&#$,-F#*$0*,'$-33')*,$2#..$'(,#*8$Y*$-.9//#,&036$0*,#&*-27'),$%#&.%#3,05#6$0.$.,022$%&#5-020*4$0*$/'.,$'&4-*0.-,0'*.8

Page 82: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

82

!"#$%#$&'(%)$*"#+&!",,-#*')$*"#&.()'$*$*"#%(/&(%0%(&,"/$12&$"&*#$%(#)1&*#/.*()$*"#&)#3&(%4-*(%,%#$/5&%6$%(#)1&*#.-$&)#3&3*/'"-(/%/&)(%&1%//&(%1%7)#$

!!!"#$%%&'(#)*($'%$'(*$+",& -./,+0)11.,*.)2".3456.-.'.7.389:6.#$%%&'(#)*($'.;+$0,11($')21".<.5=>.?$'*,'*.(1.).@,A.)11,*.('.1*+)*,B(#.#$%%&'(#)*($')'C.;&D2(#.+,2)*($'1".EC,)1.)'C.('1;(+)*($'.0$+.(*.%(BF*.#$%,.0+$%.C(00,+,'*.)'B2,1".E'.A$&+.C)(2A.!$+@.)'C.*F,.!$+@.$0.#$22,)B&,1.('.A$&+.C,;)+*%,'*-)B,'#A8F$!.(%;$+*)'*.)+,.*F,.0$22$!('B.1$&+#,1.!F,'.#+,)*('B.#$'*,'*G.H#)2,.5.IJ$*.(%;$+*)'*.1$&+#,K.L M.IN,+A.(%;$+*)'*.1$&+#,K".O+,P&,'#A.D)1,C.$'.1#)2,.;$('*1.QRM"

:Q"9S

:4"TS

:4"9S

9="MS

95"4S

M6"QS

U+$C&#*1.)'C.1,+V(#,1.$0.$&+.$+B)'(1)*($'

E';&*.0+$%.%,%D,+1.$0.$&+.$+B)'(1)*($'.$+.#2(,'*1

H*+)*,BA.$0.$&+.$+B)'(1)*($'

E';&*.0+$%.&1,+1.$0.$&+.%,C()-#F)'',21.$+.;+$C&#*1-1,+V(#,1

W$;(#1.C(1#&11,C.('.%)11.%,C()

W$;(#1.C(1#&11,C.('.1$#()2.%,C()

!"#$%&'(&)*$+%,-*).$%),%-'&/(0),$(&-(&)/()&1-)2'/34)5$%6)$.),$""+(/,'&/$()2-#'%&"-(&*7'0-(,/-*

Page 83: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

83

!"#!

!"$%

!"$&

#"&'

#"&%

#"()

!"#)

!"$*

!"#)

#"&&

#"&$

#"'!

!"#'

!"*(

!"$#

#"&'

#"))

#"&%

!"##

!"*#

!"**

#"&$

#"'*

#"&$

!"#%

!"*!

!"*!

#")(

#"''

#"&#

+,-./00123445672/8736

98./8-:;1/6<1233.<76/8736

=-<7/1.-0/8736>

+6076-123445672/8736

=/.?-876:@1A./6<@1236>54-.123445672/8736

B*C1D38174E3.8/681>35.2- F-.;174E3.8/681>35.2-1B(C

G.3<528>1/6<1>-.,72->11111111111111111111111113H135.13.:/67>/87361II

B#C

J6E581H.3414-4A-.>3H135.13.:/67>/87363.1207-68>1I

98./8-:;13H135.13.:/67>/87361II

J6E581H.3415>-.>13H135.14-<7/K2L/66-0>13.1E.3<528>K>-.,72->1II

M3E72>1<7>25>>-<7614/>>14-<7/1II

M3E72>1<7>25>>-<761>327/014-<7/1II1

!"#$%&%&'()"*+,'"-&(.+&(+'(/&()+#(0+1#"-)%&(.23"#(0&(.+#")+/)**+4'$5*)0+'(+'".#(&*#%&'(#/+*%"#%).&)*+#(0+1#**+1)0&#+,6)(+$")#%&(.+$'(%)(%

NNN"23445672/8736436783."-5 K1O-.H/>>1-81/0"1$%*P1K161Q1''(123445672/87361E.3H->>736/0>"1R1*#S1T368-6817>1/1?-;1/>>-81761>8./8-:72123445672/8736/6<1E5A0721.-0/8736>"1J<-/>1/6<176>E7./87361H3.178147:L81234-1H.341<7HH-.-681/6:0->"1J61;35.1</70;1N3.?1/6<18L-1N3.?13H12300-/:5->1761;35.1<-E/.84-68K/:-62;@L3N174E3.8/681/.-18L-1H3003N76:1>35.2->1NL-612.-/876:12368-68U192/0-1*1BD38174E3.8/681>35.2-C1V (1BF-.;174E3.8/681>35.2-C"1=-/61,/05->"I1W7:L0;1>7:67H72/681<7HH-.-62->1BJ6<-E-6<-681>/4E0-1MXM->8@1E1Y1%"%*C"1I197:67H72/681<7HH-.-62->1BJ6<-E-6<-681>/4E0-1MXM->8@1E1Y1%"%(C"

!"#$%&'(#'&)(*"$(%$&+,-./(%".,&.,(-.(,0&()+-12(3"$4("*(%"55#.-%+,-".()&6+$,5&.,'7+/&.%-&'

Page 84: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

84

!!"#$

#!"%$

#&"'$

(!")$

')"'$

*+"!$

*+"+$

*)"($

)"&$

'("&$

'!"'$

()"'$

,$ ',,$

-./01234125/

6/071234125/

8971234125/

:/5234125/

;/5712354<=0>/7?1@A?/B13&C#D

-/41354<=0>/7?1@A?/B13(D

E=A>354<=0>/7?1@A?/B13'C*D

!"#$%#$&'()$*(+,$("#-&./0*%'&1%'(0&/02%&34%0*45&60(#%'&(#&(17"*$0#3%89,($%&3"#$*"2%*)(04&%)$(10$("#)&0+",$&70('&3"11,#(30$("#

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

!"#$%&$%'&()*+,#$-.'*/'-"#$$.01'/*+'1)+.#2&$%'-*$,.$,'3&,"&$',".'0#1,',"+..'4.#+1

!"#$%&'%()*+,-.#+/##)+&()0%"1#$RAA1AA417>3OS3<0/?>5>5=710A3573>.136Z[3*,'#M! 6/071234125/M3#!"'$305A57P354<=0>/7?1! 8971234125/M3#,"($305A57P354<=0>/7?1! :/5234125/M3()"'$3B=AA3=I354<=0>/7?1

Page 85: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

85

!"#$%#&'#()#*$&#+#),-'#$./$*(//#&#-0$*(10&(230(.-$,%%&.,'"#1$),&(#1$,'&.11$43&.%#5230$1",&#*$6#*(,$(1$,+7,81$0"#$6.10$,-*$%,(*$0"#$+#,10$(6%.&0,-0$'",--#+

!"#$%&$%'&()*+,#$-.'*/'-"#$$.01'/*+'1)+.#2&$%'-*$,.$,'3&,"&$',".'0#1,',"+..'4.#+1

!"#$%&'%&(#

)#$*%&'%&(#

+,*%&'%&(#

-#(&'%&(#.//

!"#$%&'%&(#

)#$*%&'%&(#

+,*%&'%&(#

-#(&'%&(#.//

0%$'#*1 23435 36475 89495 66435 !:#(* 2;425 2<465 8;4=5 >;4<5

?@AB$(# 7<485 38485 86495 ><485 -C$B@D#E 28435 89435 674<5 >74>5

!,(BF%$E#*& 2;485 684;5 894=5 6=4;5 GB#E1 824;5 3>485 6;465 >74<5

H$#*I% 78465 89485 >;465 >94>5 !ECJ%*(# 23475 634<5 3<485 =8465

K%ED(@' 7>495 8>4<5 3>465 694;5 L$C#B(# 23465 384<5 6<4=5 69465

M%B"%$E#*&A 794<5 884=5 3<435 ==4<5 !%$N(# 26475 88465 63465 63465

O*(B%&.P(*D&C'

79425 8>4=5 3<435 =84;5 Q@$R%1 774=5 8>4=5 3<435 >;425

G$%E#*& 8;4=5 8>435 32425 69465 -CE#*& 72435 6=4;5 39495 =8475

!,%&%* 2;475 874>5 3<4;5 =;475 LF%I".S%:@NE(I

73465 39495 63475 3=4<5

MC$,#1 29485 6<4=5 8<4=5 >9485 SC'#*(# 864<5 38425 36475 3<485

H(*E#*& 7<4>5 334=5 8<435 >94=5 K@ED#$(# 76495 88495 8=495 36495

,,,4IC''@*(I#B(C*'C*(BC$4%@ T.U%$V#AA %B.#E4.=9<;.T.*.W.=X6=9.IC''@*(I#B(C*.:$CV%AA(C*#EA.V$C'.==.IC@*B$(%A4.Y.<6Z.[(VV%$%*B.#::$C#I"%A.I#*.N%.@A%&.BC.A:$%#&.IC*B%*B.VC$.A"#:(*D.:@NE(I.C:(*(C*.#*&.(*VE@%*I(*D.AB#R%"CE&%$A4.?IIC$&(*D.BC.1C@$.%\:%$(%*I%X."C,."#A.B"%.$%E#B(J% (':C$B#*I%.CV.B"%.VCEEC,(*DI"#*D%&.,(B"(*.B"%.E#AB.B"$%%.1%#$A].!I#E%.<.^_CAB.#.ECB.CV.(':C$B#*I% .̀a 3.^0#(*%&.#.ECB.CV.(':C$B#*I%`4.H$%b@%*I1.N#A%&.C*.AI#E%.:C(*BA.6c34.//.d(D"E1.A(D*(V(I#*B&(VV%$%*I%A.^I"(cAb@#$%.B%ABX.:.e.949<`4

Page 86: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

86

!""#""$#%&"'()'*+,-'.($$/%,.+&,(%'+0#'.(00#1+&#-'2,&3'&3#'&4*#'()'(05+%,"+&,(%

!!!"#$%%&'(#)*($'%$'(*$+",& -./,+0)11.,*.)2".3456.-.'.7.389:6.#$%%&'(#)*($'.;+$0,11($')21".<.5=>.?(00,+,'*.);;+$)#@,1.#)'.A,.&1,B.*$.1;+,)B.#$'*,'*.0$+1@);('C.;&A2(#.$;('($'.)'B.('02&,'#('C.1*)D,@$2B,+1".E##$+B('C.*$.F$&+.,G;,+(,'#,8.@$!.@)1.*@,.+,2)*(H,.(%;$+*)'#,.$0.*@,.0$22$!('C.#@)'C,B.!(*@('.*@,.2)1*.*@+,,.F,)+1I.J#)2,.5.KL$1*.).2$*.$0.(%;$+*)'#,M.N O.KP)(',B.).2$*.$0.(%;$+*)'#,M".Q+,R&,'#F.A)1,B.$'.1#)2,.;$('*1.=SO".TT.U([email protected](C'(0(#)'*.B(00,+,'#,1.K#@(S1R&)+,.*,1*8.;.V.4"45M"

W9"9X

O9"9X

O3"=X

Y6"6X

WO"WX

95"WX

O9"3X

YW"3X

W6"3X

O6"OX

O3"YX

Y3"WX

W:"YX

O4"4X

O="OX

Y="OX

W:"3X

O:"4X

O="YX

=4"3X

J@)+,B.%,B()

Z)+',B.%,B()

[!',B.%,B()

\)(B.%,B().TT

]$('*.1*$#D.#$%;)'(,1

\+(H)*,.#$%;)'(,1

P$H,+'%,'*)2.$+C)'(1)*($'1

^$'S;+$0(*.$+C)'(1)*($'1

_$'1&2*)'#(,1.`.EC,'#(,1

!"#"$%&"'()*+,$-.&)/&-0,$$.1#&/)*&#(*.,2"$%&-)$+.$+&3"+0"$&+0.&1,#+&4.,*#

Page 87: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

87

!"##

$"%!

$"&&

'"(&

!"#'

$"&'

$")#

$"*$

!"*+

$"&!

$")$

$"#+

,-./012031445673.8716090:;-63<0=>?

@6780A-./-B090C-.40A-./-B

C-.404-4D-B090=16E5A8.68

F#G0H1E80.0A18012074I1B8.63- J.76-/0.0A18012074I1B8.63-0F)G

KL.B-/04-/7.

F$G

>.B6-/04-/7.0M

?N6-/04-/7.0MM0

O.7/04-/7.0MM0

!"#$%&'&%()"**+,-)./"01(0&#"0/(.(1/0",2&0(13-4/("4(#0-"0-/-&1(/"5.061("5,&6(.,6(&.0,&6(*&6-.(.,6(.(6&)%-,-,2(-*#"0/.,)&("4(#.-6(.)/-'-/-&1

NNN"31445673.8716416781B"-5 90P-B2.EE0-80.A"0'*#(09060Q0'R)#!031445673.87160IB12-EE716.AE"0S0#!T0U722-B-680.IIB1.3L-E03.60D-05E-/0810EIB-./03168-68021BEL.I76;0I5DA7301I767160.6/0762A5-6376;0E8.V-L1A/-BE"0:331B/76;0810<15B0-WI-B7-63-R0L1N0L.E08L-0B-A.87X-074I1B8.63-01208L-021AA1N76;03L.6;-/0N78L7608L-0A.E808LB--0<-.BEY0K3.A-0#0FH1E80.0A18012074I1B8.63-G0Z )0FJ.76-/0.0A18012074I1B8.63-G"0[-.60X.A5-E"0MM0,7;LA<0E7;67273.680/722-B-63-E0F\-6/.AA0B.6V031BB-A.8716R0I0]0*"*#G"M0K7;67273.680/722-B-63-E0F\-6/.AA0B.6V031BB-A.8716R0I0]0*"*)G"

!"#"$%&"'()*+,$-.&)/&-0,$$.1#&/)*&#(*.,2"$%&-)$+.$+&3"+0"$&+0.&1,#+&4.,*#

Page 88: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

88

!"#$%&'(#')%*&++,'#*"-#&'.%/0&'1&2)$%1&*#"(%+)$#"%*&'-)'-%#1%,1)$%34%)5)24%1)*&'$%*&++,'#*"-#&'%$)0"2-+)'-%"'$%"6)'*4%#'%7,2&0)

!!!"#$%%&'(#)*($'%$'(*$+",& -./,+0)11.,*.)2".3456.-.'.7.389:;.#$%%&'(#)*($'.<+$0,11($')21".=.59>.?$!.$0*,'.@$,1.A$&+.@,<)+*%,'*-)B,'#A.&1,.*C,.0$22$!('B.!)A1.*$.1<+,)@.#$'*,'*D.E#)2,.5.FG,H,+I.J 9.FK,+A.0+,L&,'*2AI".M+,L&,'#A.N)1,@.$'.1#)2,.<$('*1.OP9"

9;"5Q

;R"3Q

36"4Q

5O"RQ

E<$'1$+,@.#$'*,'*.$'.1$#()2.%,@().#C)'',218,"B".<$1*1.$'.M)#,N$$S8.T('S,@U'

V)(@.1,)+#C.&'(*18,"B".S,A!$+@1.$'.W$$B2,

E<$'1$+,@.#$'*,'*.$'.%)11.%,@().!,N1(*,18,"B".1,#*($'1.$'.',!1<)<,+.-.%)B)X(',.1(*,1

V)(@.+,#$%%,'@)*($'18,"B".YZ$&.%(BC*.)21$.2(S,[.2('S.N$\,1.$'.',!1.1(*,1

!"#$%#&'()*%+#,*-.)+*'/*+0"#.,*1/&'#&'

Page 89: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

89

!"#"$

%&#'$

&!#"$

()#($

!%#*$

%+#*$

,'#&$

()#+$

%&#!$

,*#,$

,(#%$

+#)$

%!#,$

,%#*$

(+#&$

+#%$

!"#%$

&+#'$

&&#%$

(+#+$

-./01/23456/073075/051/689:5;348956<9003:1=

3#>#5./1715/05?963@//A=5B80A34C05DD

E984513926<5F0871=

3#>#5A3GH/2415/05I//>:35DD

-./01/23456/073075/05;9115;34895H3@18731=

3#>#513678/015/0503H1.9.325J5;9>9K8035187315DD

E9845236/;;304978/01=

3#>#5LM/F5;8><759:1/5:8A3N5:80A5@/O315/0503H15187315DD

P/807517/6A56/;.90831

E28Q97356/;.90831

I/Q320;3079:5/2>9081978/01

R/0S.2/T875/2>9081978/01

U/01F:79068315V5W>306831

!"#$%&'()*%&+*%,(&-'()*.)(*$%'+*-/%&&(0)*)',&'1'-%&203*#"4(*"12(&

HHH#6/;;F086978/0;/087/2#3F J5X32T91153759:#5,*('5J505Y5,=!"&56/;;F086978/05.2/T3118/09:1#5Z5(![5\/H5/T73054/315G/F2543.927;307J9>306G5F1357<35

T/::/H80>5H9G157/51.239456/07307]5-69:35(5^R3Q32_5` !5^a32G5T23bF307:G_#5?23bF306G5@91345/05169:35./80715%S!#5DD5\8><:G518>08T86907548TT32306315^6<8S1bF92357317=

.5c5*#*(_#

!"#$%#&'()*%+#,*-.)+*'/*+0"#.,*1/&'#&'

Page 90: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

90

!"#$%&'()*+,-.*/0-.*1/-2*034 5678#9%

()*)1-.*01-.*,.-2*,34

:;98<"#=%&>??()*2/-)*+2-.*)/-2*004

@#%&A"(.*,1-.*)0-.*./-2*//4

B"=C96$()*..-.*),-.*12-2*/,4

D"8E"#=%&>7()*23-.*/1-.*3/-2*,+4

F&98">?G9&C>H$()*2)-.*0.-.*3.-.*+I4

J#"=%&>()*23-.*,,-.*3/-.*+,4

:;">"&()*30-.*3I-.*)+-2*I+4

DH#;%'()*,1-.*/3-.*3+-2*3I4

@9&=%&>()*11-.*,)-.*),-2*,+4

:K%9&()*2+-.*//-.*,+-.*+04

LH#86C%=()*)3-.*,/-.*I0-.*+,4

J8%='()*)I-.*,+-.*,3-.*214

:=HM"&9%(.*0/-.*I)-.*/2-.*2+4

N#H%89%()*10-.*0I-)*.I-.*+14

:"#O9%(3*+.-)*./-)*..-.*314

P6#Q"'()*1I-)*),-)*22-.*I24

LH=%&>()*),-.*//-.*3.-.*++4

N<"AE?R"K6O=9A()*/,-.*0,-)*..-.*2)4

RH$%&9%()*,1-)*),-)*)3-)*++4

B6=C%#9%(.*03-.*,.-.*0.-.*).4

:KH&7H#">?AH&8"&8?H&?7HA9%=?$">9%?AE%&&"=7?SS

L%9>?7"%#AE?6&987?SS

:KH&7H#">?AH&8"&8?H&?$%77?$">9%?;"O798"7?SS

L%9>?#"AH$$"&>%89H&7?SS

2*++

1*++

1*++

!"#$%&'(#')%*&++,'#*"-#&'%#'%$#..)/)'-%0,/&1)"'%*&,'-/#)2

;;;*AH$$6&9A%89H&$H&98H#*"6 T?U"#V%77?"8?%=*?.+20?T?&?W?.X)2.?AH$$6&9A%89H&?K#HV"779H&%=7?V#H$?..?AH6&8#9"7*?Y?21Z?[H;?HV8"&?>H"7?'H6#?>"K%#8$"&8?T%C"&A'?67"?8E"?VH==H;9&C?;%'7?8H?7K#"%>?AH&8"&8\?:A%="?2?(D"M"#4?] 1?(^"#'?V#"_6"&8='4*?`"%&?M%=6"7*?SS?[9CE='?79C&9V9A%&8?>9VV"#"&A"7?(5Da^5X?K?b?+*+24*

!"#$%#&'()*%+#,*-.)+*'/*+0"#.,*1/&'#&'

:A%="Z?2?(D"M"#4?]1?(^"#'?V#"_6"&8='4

LH#86C%=()*)3-.*,/-.*I0-.*+,4

@9&=%&>()*11-.*,)-.*),-2*,+4

Page 91: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

91

!"##$%&'()&"%*+,"-.//&"%(0/*(/*'"%).%)*1&/),&2$)",/345.,6*/&7)8*+,(')&)&"%.,*+"/)/*1(&06*+,"-.//&"%(0*'"%).%)*$%1.,*8&/98.,*":%*%(#.

!!!"#$%%&'(#)*($'%$'(*$+",& -./,+0)11.,*.)2".3456.-.'.7.389:6.#$%%&'(#)*($'.;+$0,11($')21".<.3=>.?@(#@.1$#()2.%,A().;2)*0$+%1.A$.B$&.&1,.*$.;$1*.#$'*,'*)C$&*.;+$0,11($')2.(11&,1.$+.B$&+.C&1(',11-$+D)'(1)*($'.&1('D.B$&+.$!'.')%,E.<.3:>.F$!.$0*,'.A$.B$&.;$1*.;+$0,11($')2.#$'*,'*.$'.,G*,+')2-;&C2(#1$#()2.%,A().HI!(**,+.,*#"J.&1('D.B$&+.$!'.')%,E.

!"#$%&'()*$%'%#+$,$-+-./012 K*@,+.

#$%%&'(#)*($'.;+)#*(*($',+1

:L"LM

!"#$%&'()*$%'%#+$,$-+-N$%%&'(#)*($'.;+)#*(*($',+1.! ;$1*('D.;+$0,11($')2.#$'*,'*.$'.,G*,+')2-;&C2(#.%,A()! )*.2,)1*.A)(2B! $'.*!$.$+.%$+,.1$#()2.%,A().;2)*0$+%1! &1('D.*@,(+.$!'.')%,

Page 92: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

92

!"#$%&'#(")(*+%(,-)*(.-./012(.01*3-2,(3-2(4-,,/#"41*-2)(5+%#(*+%6(.-)*("#&"7"&/1006(18-/*(.2-3%))"-#10("))/%)(-2(*+%"2(8/)"#%))9-2:1#")1*"-#

!"#$%

$&#'%

&"#(%

)'#!%

(!#*%

+$#,%

"*#+%

!&#(%

!"#&%

$&#'%

)(#!%

(,#(%

-./0123/

45617880

9:.;;1<

3/=;5><5?

3/;1</5@A=86.5@A/1;:8<0=A8BA8C<A8<>5/.=5;.8/

D;E1<A1F;1</5@[email protected]@5;B8<?=I@@AH<56;.8/1<=

J86.5@A?12.5A56;.K.=;=

:::#68??C/.65;.8/?8/.;8<#1C GAL1<B5==A1;A5@#A('+*AGA/AMA(N,"*A68??C/.65;.8/AH<8B1==.8/5@=#AOA(!PAQE.6EA=86.5@A?12.5AH@5;B8<?=A28AR8CAC=1A;8AH8=;A68/;1/;578C;AH<8B1==.8/5@A.==C1=A8<AR8C<A7C=./1==G8<>5/.=5;.8/AC=./>AR8C<A8:/A/5?1SA

!"#$%&'()*$%'+&%,-".(/'0/)*'12'#"((03$#%,"./',"'/+.)%*'#"3,)3,'03*).',4)$.'"53'3%()

Page 93: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

93

!"#$%&'()*+,$(-$.(%%/0*.&+*(0$1)&.+*+*(0#)2$1(2+$&+$3#&2+$(0.#$&$4##5$*06*7*6/&33,$&8(/+$1)(-#22*(0&3$+(1*.2

!!!"#$%%&'(#)*($'%$'(*$+",& -./,+0)11.,*.)2".3456.-.'.7.389:6.#$%%&'(#)*($'.;+$0,11($')21".<.3:=.>$!.$0*,'.?$.@$&.;$1*.;+$0,11($')2.#$'*,'*.$',A*,+')2-;&B2(#.1$#()2.%,?().CD!(**,+.,*#"E.&1('F.@$&+.$!'.')%,G.

H"IJ

5K"4J

I3"5J

HI"3J

K"HJ

L,M,+)2.*(%,1.).?)@N)(2@O,,P2@Q,11.$0*,'R,M,+

!"#$%#&'()*+),*-./&0),"*+#--/*&12)'*&.#&.)*&)#3.#"&124,%52/')-*'/12)6#7/1)%&7#").8#)*9&)&16#

K5"HJ

Page 94: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

!"#"$%&'

Page 95: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

95

!"#$%&'()*&'*+&,!"#$%&'()#*+$,(--&+./*0.(+$1(+.0('$"*2$/(33#/0#4$4*0*$(+$2*3*'.#2$5('$/(--&+./*0.(+$)'(5#22.(+*32$.+$%&'()#$5('$(6#'$*$4#/*4#7$80$.2$

.+0#'#20.+9$0($2##$"(:$/(+2.20#+0$0"#$'#2&302$*'#$5('$4.55#'#+0$/*0#9('.#2$*+4$'#9.(+2$*/'(22$0"#$/(+0.+#+0$2.+/#$;<<=7

,(--&+./*0.(+$2##-2$0($>#$*$20*>3#?$.+20.0&0.(+*3.2#4$)'(5#22.(+?$(55#'.+9$'#-&+#'*0.(+$*0$4.55#'#+0$3#6#32?$*55#/0#4$)'.-*'.3@$>@$

9#(9'*)"./$3(/*0.(+$*+4$*$/(&+0'@A2$'#3*0.6#$:#*30"$3#6#327$,(--&+./*0.(+$)'(5#22.(+*32$*'#$.+$9#+#'*3$4(.+9$#/(+(-./*33@$'*0"#' :#33?$

>&0$0"#'#$*'#$:.4#'$4.55#'#+/#2$:.0".+$*+4$>#0:##+$/(&+0'.#27$!"#'#$*'#$)'*/0./*33@$0"#$2*-#$/("('02$(5$-.443#$*+4$0()$#*'+#'2$.+$0"#$

)'(5#22.(+$.+$%&'()#$5'(-$;<<=$0($;<B=7

%6#'@$5.50"$'#2)(+4#+0$C;B7B$)#'$/#+0D$#*'+2$(6#'$EB<<?<<<$*++&*33@7$F.0".+$0".2$0()$9'(&)?$;7;$)#'$/#+0$-*G#$(6#'$E;<<?<<<$*+4$B7H$

)#'$/#+0$(6#'$EI<<?<<<$)#'$@#*'7$J+$0"#$(0"#'$"*+4?$-('#$0"*+$"*35$CKI7H$)#'$/#+0D$(5$%&'()#*+$/(--&+./*0.(+$)'*/0.0.(+#'2$#*'+$+(0$

-('#$0"*+$EH<?<<<?$*+4$+#*'3@$*$L&*'0#'$C;I7M$)#'$/#+0D$(+3@$&)$0($EI<?<<<7$N(.+0$20(/G$*+4$)'.6*0#$/(-)*+.#2$)*@$>#00#'?$*2$4($*9#+/.#2?$

:".3#$9(6#'+-#+0*3$('9*+.2*0.(+2$*+4$+(+O)'(5.0$('9*+.2*0.(+2$*'#$3*99.+9$>#".+47

P*2./$*++&*3$2*3*'.#2$5('$"#*42$(5$/(--&+./*0.(+$.+$('9*+.2*0.(+2$*+4$*9#+/@$,%J2$*'#$/(+2.20#+0$5('$0"#$3*20$4#/*4#7$!"#$3*'9#20$

/("('0$.2$.+$0"#$-.443#$C#*'+.+9$*++&*33@$>#0:##+$EH<?<<B$*+4$EB<<?<<<D7$!".2$>*+4$.+/3&4#2$IK7H$)#'$/#+0$(5$0"#$'#2)(+4#+02$.+$;<<=$

*+4$I<7;$)#'$/#+0$.+$;<B=7$!"#$".9"#20$3#6#3$C#*'+.+9$-('#$0"*+$EBK<?<<<D$.2$*32($*3-(20$20*>3#$:.0"$BM7=$)#'$/#+0$.+$;<<=$*+4$BM7<$)#'$

/#+0$.+$;<B=7$!"#$(+3@$.+/'#*2#$*'#$0"#$3(:#'$#*'+#'2$C#*'+.+9$&)$0($EI<?<<<$)#'$@#*'D?$5'(-$Q7Q$)#'$/#+0$.+$;<<=$0($BB7;$)#' /#+0$.+$;<B=7$

!".2$.2$)'(>*>3@$0"#$'#2&30$(5$.+/'#*2#4$.+/3&2.(+$(6#'$0"#$@#*'2$(5$-('#$/(&+0'.#2$5'(-$%*20#'+$*+4$R(&0"#'+$%&'()#S$0"#'#$:#'# BT$(5$

0"#-$.+$;<<=?$*+4$0"#'#$*'#$;T$5'(-$0"#2#$'#9.(+2$.+$0".2$#4.0.(+7

J6#'$0"#$4#/*4#$2*3*'.#2$*'#$9#+#'*33@$/(+2.20#+03@$".9"#'$.+$U('0"#'+$*+4$F#20#'+$%&'()#?$*+4$3(:#'$.+$%*20#'+$*+4$R(&0"#'+$

%&'()#7$!"#'#$*'#$Q;7K$)#'$/#+0$(5$/(--&+./*0.(+$)'(5#22.(+*32$.+$R:.0V#'3*+4$:"($#*'+$-('#$0"*+$EBK<?<<<$*++&*33@7$;Q7<$)#'$/#+0$.+$

0"#$W+.0#4$X.+94(-$*+4$;<7H$)#'$/#+0$.+$Y#'-*+@$#+Z(@$0"#$2*-#$.+/(-#7$P&0$0"#'#$*'#$+($'#2)(+4#+02$.+$0".2$/*0#9('@$5'(-$P&39*'.*?$

,'(*0.*?$R#'>.*$*+4$R3(6#+.*7

,(+6#'2#3@?$TQ7Q$)#'$/#+0$(5$P&39*'.*+$)'*/0.0.(+#'2$*+4$-('#$0"*+$M<$)#'$/#+0$.+$[(-*+.*?$R#'>.*$*+4$,'(*0.*$#*'+$3#22$0"*+$EI<?<<<$

*++&*33@?$:".3#$0"#'#$*'#$+(+#$.+$0".2$/*0#9('@$.+$R:.0V#'3*+4?$0"#$U#0"#'3*+42$*+4$U(':*@7$J>6.(&23@$9#+#'*3$2*3*'@$3#6#32$*2$:#33$*2$3.6.+9$

/(202$4.55#'$2"*')3@$>#0:##+$0"#2#$/(&+0'.#2?$*+4$0"#$%,1$4*0*$/(33#/0#4$.+$0"#$/(--&+./*0.(+2$)'(5#22.(+$'#53#/0$0".2$L&.0#$:#337

Page 96: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

96

!"#$%&"''(")&#")"*+&,-&%,..('$%"/$,'&0*"%/$/$,'1*#&$'&2(*,01&3456

!!!"#$%%&'(#)*($'%$'(*$+",&-.-/,+0)11-,*-)2"-3456-.-'-7-38539-#$%%&'(#)*($'-:+$0,11($')21"-;-9<=->'-!?(#?-$0-*?,-0$22$!('@-A)'B1 B$,1-C$&+-A)1(#-)''&)21)2)+C-0)22D-

&: *$ E948444!"#$%

E948445-F E<48444&'#(%

E<48445-F EG48444&'#$%

EG48445-F EH484448-)#(%

EH48445-F EI484448-$#)%

EI48445-F EJ48444*#)%

EJ48445-F E648444*#)%

E648445-F E5448444*#"%

E5448445-F E53G8444$#(%

E53G8445-F E5G484448-*#&%

E5G48445-F E34484448-+#(%

E3448445-F E94484448-!#!% &#(% K-E9448444

Page 97: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

97

!"#$%&'#('&)*+,-#./#(.0#1%2%1#).334,+)&(.'56#5&1&'+%5

!!!"#$%%&'(#)*($'%$'(*$+",&-.-/,+0)11 ,*-)2"-3456-.-'-7-89:-;,)<1--$0-#$%%&'(#)*($'-)'<-)=,'#>-?@A1-BC-DEFG-/,+0)11 ,*-)2"-3458-.-'-7-6E5-BC-D:FG

/,+0)11 ,*-)2"-345:-.-'-7-5H466-BC-D5FG-/,+0)11 ,*-)2"-345I-.-'-7-8I4-BC-D3FG-/,+0)11-,*-)2"-3459-.-'-7-838-BC-DDFG-/,+0)11 ,*-)2"-345E-.-'-7-6II-BC-E5FG-/,+0)11-,*-)2"

345D-.-'-7--6:4-BC-5:FG-/,+0)11 ,*-)2"-3453-.-'-7-:68-BC-D6FG-/,+0)11 ,*-)2"-3455-.-'-7-88:-BC-34FG-/,+0)11 ,*-)2"-3454-.-' 7-846-BC-56FG-/,+0)11-,*-)2"-3446-.-'-7-695

BC-5:F"-CJ K'-!;(#;-$0-*;,-0$22$!('=-L)'<1-<$,1->$&+-L)1(#-)''&)2-1)2)+>-0)22M-N,1&2*1-%(=;*-L,-('02&,'#,<-L>-O)+>('=-'&%L,+1-)'<-+,=($')2.;(,+)+#;(#)2

L)#P=+$&'<-$0-+,1Q$'<,'*1-('-)''&)2-1&+O,>1"-

!"#$%&"''(")&#")"*$+#&,-+".#&/0&%/11('$%"2$/'&"'.&"3+'%4&567#8

E"DR

54"DR

55"ER

54"ER

5D"DR

53"3R

59"6R

55"ER

55"5R

5D"4R

55"3R

3D"ER

3D":R

35"9R

3D"6R

34":R

3E"9R

35"5R

34"IR

3D"4R

3D"DR

35"8R

D9"IR

D3"5R

36"9R

36"3R

D4"5R

36"IR

D4"6R

38"8R

38"9R

36"8R

D4"3R

58":R

34"5R

56"9R

56"8R

56"8R

58"3R

58"IR

34"8R

56":R

56"4R

56":R

5:"6R

5D":R

58"4R

5I":R

5I"5R

59"ER

5D"ER

58"ER

5:":R

5:"4R

5:"4R

3446

3454

3455

3453

345D

345E

3459

345I

345:

3458

3456

SQ-*$-TD4H444 TD4H445-U TI4H444 TI4H445-U T544H444 T544H445-U T594H444 V$+,-*;)'-T594H444

Page 98: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

98

!"#"$%&'()(#*+,(-.&*-&*./($&/0($"$1/01"#&#()(#2

!!!"#$%%&'(#)*($'%$'(*$+",&-.-/,+0)11 ,*-)2"-3456-.-'-7-58399-#$%%&'(#)*($'-:+$0,11($')21-;,2$!-*<,-*$:-2,=,2-$0-*<,-<(,+)+#<>-?@-ABCD-/,+0)11 ,*-)2"-345E-.'-7-58943-?@-AFCD-/,+0)11 ,*-)2"-345F-.-'[email protected]'-7-58BAA-?@-A3CD-/,+0)11-,*-)2"-345G-.-'-7-5849F-?@-AACD-/,+0)11-,*-)2"-345B-.-'-7-58B3E-?@-B5CD/,+0)11 ,*-)2"-345A-.-'-7-583EF-?@-5FCD-/,+0)11 ,*-)2"-3453-.-'-7-5845A-?@-A6CD-/,+0)11 ,*-)2"-3455-.-'-7-63F-?@-34CD-/,+0)11 ,*-)2"-3454-.-'-7-EF6-?@-56CD-/,+0)11 ,*-)2"3446-.-'-7-E5F-?@-5FC"-@H I'-!<(#<-$0-*<,-0$22$!('J-;)'K1-K$,1->$&+-;)1(#-)''&)2-1)2)+>-0)22L-M,1&2*1-%(J<*-;,-('02&,'#,K-;>-=)+>('J-'&%;,+1-)'K-+,J($')2.<(,+)+#<(#)2-;)#NJ+$&'K--$0-+,1:$'K,'*1-('-)''&)2-1&+=,>1"

5B"EO

3B"EO

36"3O

39"6O

3E"9O

36"GO

A3"3O

39"FO

3F"3O

A5"5O

A3"3O

B3"FO

AE"6O

AB"BO

AE"9O

AA"5O

AE"5O

A9"BO

A6"AO

AF"BO

AG"AO

AG"BO

3E"9O

3F"4O

3A"4O

3A"GO

3G"GO

35"9O

35"GO

35"5O

33"5O

35"GO

35"4O

6"3O

F"GO

6"BO

E"5O

6"3O

F"GO

9"5O

E"GO

6"9O

E"BO

E"4O

B"FO

5"EO

B"4O

3"6O

A"9O

A"BO

A"EO

B"GO

A"EO

A"FO

A"BO

3446

3454

3455

3453

345A

345B

345G

3459

345F

345E

3456

P:-*$-QA48444 QA48445-R Q948444 Q948445-R Q5448444 Q5G48445-R Q3448444 S$+,-*<)'-Q5G48444

!"#$%&"''(")&#")"*$+#&,('$-&)+".+*#/&-+"0&0+01+*#/&%2'#()-"'-#3

Page 99: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

99

!""#$%&'$%$()*'&)"&+),,*(*"-&-./*'&0,&0(1$")'$-)0"

!!!"#$%%&'(#)*($'%$'(*$+",&-.-/,+0)11 ,*-)2"-3456-.-'-7-38539-#$%%&'(#)*($'-:+$0,11($')21"-;-9<=->'-!?(#?-$0-*?,-0$22$!('@-A)'B1-B$,1-C$&+-A)1(#-)''&)2-

1)2)+C-0)22D

4E

FE

54E

5FE

34E

3FE

94E

&:-*$-

G948444

G948445-H

G<48444

G<48445-H

GF48444

GF48445-H

GI48444

GI48445-H

GJ48444

GJ48445-H

GK48444

GK48445-H

G648444

G648445-H

G5448444

G5448445-H

G53F8444

G53F8445-H

G5F48444

G5F48445-H

G3448444

G3448445-H

G9448444

%$+,-*?)'-

G9448444

L$('*-1*$#M-#$%:)'(,1

N+(O)*,-#$%:)'(,1

P$O,+'%,'*)2-$+@)'(1)*($'1

Q$'H:+$0(*-$+@)'(1)*($'1

R$'1&2*)'#(,1-S-T@,'#(,1

Page 100: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

100

!""#$%&'$%$()*'&)"&+),,*(*"-&.#(/0*$"&1/#"-()*'

!!!"#$%%&'(#)*($'%$'(*$+",&-.-/,+0)11 ,*-)2"-3456-.-'-7-58649-#$%%&'(#)*($'-:+$0,11($')21-0+$%-33-#$&'*+(,1"-;-9<=->'-!?(#?-$0-*?,-0$22$!('@-A)'B1-B$,1-

C$&+-A)1(#-)''&)2-1)2)+C-0)22D-

E,+%)'C

F&1*+()

G!(*H,+2)'B

I+)'#,

J,2@(&%

K,*?,+2)'B1

L'(*,BM

>+,2)'B

G!,B,'

K$+!)C

I('2)'B

G:)('

N$+*&@)2

>*)2C

G2$O,'()

P+$)*()

G,+A()

Q&+R,C

N$2)'B

PH,#?-S,:&A2(#

S$%)'()

J&2@)+()

L:-*$-T948444 T948445-U TV48444 TV48445-U T5448444 T5448445-U T5W48444 X$+,-*?)'-T5W48444

Page 101: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

101

!""#$%&'$%$()*'&)"&+),,*(*"-&.#(/0*$"&1/#"-()*'

!"#$%#&'()(((

&'()((*#+&,()(((

&,()((*#+&*(()(((

&*(()((*#+&*-()(((

.%/0#$123#&*-()(((

!"#$%#&'()(((

&'()((*#+&,()(((

&,()((*#+&*(()(((

&*(()((*#+&*-()(((

.%/0#$123#&*-()(((

40/5236 '789 :*7'9 '-7'9 *;7*9 :(7,9 <"2=3 87'9 >(7>9 :87-9 *>789 *(7*9

?@A$/=2 B7:9 '-7-9 ';7*9 **7B9 -7>9 C%/$@D2E >,7(9 :B7,9 ::7:9 *7,9 *7,9

<F=$G0/E23H + + *(7(9 >87-9 >:7-9 I$2E6 -7B9 >-7'9 :B7-9 *(7:9 *(7:9

J/23K0 *7,9 ',7*9 ':7B9 :*7'9 B7:9 <E%L03=2 >>7B9 'B7B9 *>7;9 *7-9 +

M0ED=@5 ;7*9 'B7(9 :-7,9 :(789 ,7,9 N/%2$=2 8*7,9 *;7B9 B7,9 + +

O0$10/E23HA + :>7-9 ';7,9 :'7,9 *:7:9 <0/P=2 8:7(9 :(789 87'9 + +

!3=$0H#Q=3DH%5 '7'9 :-7'9 ':789 *>789 :>7(9 R@/S06 ,(7(9 ::7(9 *>7(9 :7(9 :7(9

I/0E23H ,7-9 :,7*9 ';7*9 :*789 ,7-9 C%E23H :;7'9 >*7-9 *;7-9 87'9 :7>9

<F0H03 :7'9 -(7(9 '>7;9 B7*9 >789 NG0K1#T0"@PE=K >*7(9 >*7(9 *:7B9 :7,9 :7,9

O%/F26 + **7B9 --7'9 ::7>9 *(7-9 T%523=2 8,7,9 :(7(9 *7>9 + :7*9

J=3E23H :7>9 >B7:9 ':7;9 ;7>9 87*9 M@ED2/=2 B>7>9 *:7-9 + '7*9 +

FFF7K%55@3=K2$=%35%3=$%/70@#U#V0/W2AA 0$#2E7#:(*;#U#3#X#*);('#K%55@3=K2$=%3#"/%W0AA=%32EA#W/%5#::#K%@3$/=0A7#Y#'>Z#I3#F1=K1#%W#$10#W%EE%F=3D#P23HA#H%0A#6%@/#P2A=K#233@2E#A2E2/6#W2EE[#

Page 102: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

!"#$#%&'$()&(%)*+,*'-%'..'/&*%+001/(%#&(+/*2'3#$&0'/&)

Page 103: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

103

!"#$%&'()*&'*+&,!"#$%&'(&)*#+,*-+".'/,*,(&)*#+)0+'%)0"##&)*,/+'%,$(&$"#+$,%%1+*)%2,(&3"+&2'/&$,(&)*#4+56"+78%)'",*+9)228*&$,(&)*+:)*&()%+6,#+2,-"+(6"#"+".'/&$&(+#&*$"+;<=>+?6"*+&(+#(,%("-+()+".'/)%"+,*-+&-"*(&01+".$"//"*(+$)228*&$,(&)*+-"',%(2"*(#+,*-+?6,(+-&00"%"*(&,("# (6"24+56"+%"#",%$6+(",2+-"3"/)'"-+,+0%,2"?)%@+AB"%C&C D+E"%0,##F+;<=GH+()+'"%0)%2+#8$6+,*,/1#"#F+?6&$6+6,#+I""*+".'/,&*"-+,*-+&//8#(%,("-+&*+,+I))@+)*+9)228*&$,(&)*+7.$"//"*$"+A5"*$6 "(+,/4F+;<=JH4

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

:)%"+)0+(6"+'%,$(&(&)*"%#+?)%@&*L+&*+#8$6+-"',%(2"*(#+,%"+#)$&,/+2"-&,+,$(&3&#(#+$)2',%"-+()+'""%#+&*+)(6"%+)%L,*&#,(&)*#F+,*-+(6"1+'"%#)*,//1+8#"+QM+#)0(?,%"+,*-+-"3&$"#+2)%"+)0("*4+U)(+#8%'%&#&*L/1F+(6"#"+'%)0"##&)*,/#+0&*-+&(+/"##+-&00&$8/(+()+8#"+Q%(&0&$&,/+M*("//&L"*$"+AQMH+0)%+$)228*&$,(&)*#+,*-+#"$8%"+%"/"3,*(+%"P8&%"2"*(#4+X8(+(6"1+,%"+*)(+*,Y3"V+(6"1+".'"$(+2)%"+&2',$(+)0+QM+)*+(6"+?,1+(6"1+?)%@F (6"&%+-"',%(2"*(O#+?)%@+,*-+)*+(6"+'%)0"##&)*+)3"%,//4

Page 104: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

104

!"#$%&'(&$)*#+,#--#$%*,.//0$&,1%&.$*"#213%/#$%4

!"#!$$!%#!#&''()*+,-*&)./01,2-'0)-3.*).&24,)*3,-*&)3.56*+6.&(-1027&2'.&-6023.*).-60.7*08/.

9%:$;!%#!9)-02),8.3-,)/*)4.&7.-60.+&''()*+,-*&)./01,2-'0)-.

5*-6*).-60.&24,)*3,-*&)

!"#$%&'()$*+,-.*/.<=>?@

A0)*&2.',),4023.-,B0.20+&''0)/,-*&)3.&7.-60.+&''()*+,-*&).7()+-*&).

<[email protected]*&(38D.

.0./-1$#.)$*+,-.*/.<=EF@

#&''()*+,-*&).5*88.<[email protected]*B08D.G0.*)C*-0/.-&.30)*&2H80C08.'00-*)43./0,8*)4.5*-6.

&24,)*3,-*&),8.3-2,-04*+.18,))*)4

I!J:KJLM%#!!N-02),8.203(8-3.&7.-60.+&''()*+,-*&)./01,2-'0)-O3.

,+-*C*-*03.,)/.*-3.G,3*+.P(,8*7*+,-*&)3

%-//.%%<=E>@

Q60.+&''()*+,-*&).&7.-60.&24,)*3,-*&).*3 <'(+6@.'&20.

3(++0337(8.+&'1,20/.-&.-6&30.&7.+&'10-*)4.&24,)*3,-*&)3

/&23.1.*/.<=EE@.

Q60.P(,8*-D.,)/.,G*8*-D.&7.-60.+&''()*+,-*&).7()+-*&).*3.<'([email protected].+&'1,20/.-&.-6&30.&7.+&'10-*)4.&24,)*3,-*&)3

!"#$%&'()*)+,-#$./0#11#20#$3*)'#4&*5$67#7$7+)+,7+,0)1$)2)187#7$+&$,9#2+,:8$&6+(#*:&*',2;$&*;)2,7)+,&27<$=)7#9$&2$=#20"')*5,2;$)29$7#1:>)77#77'#2+7$52&42$:*&'$?6)1,+8$')2);#'#2+$

555R+&''()*+,-*&)'&)*-&2R0(.S.T027,33.0-.,8R.EF>?.S.K)8D.&24,)*3,-*&)3.&(-1027&2'*)4.*).,88.7&(2./*'0)3*&)3.<3+,80.1&*)-3.UHV.&) ,.VH1&*)-H3+,[email protected]*88.G0.+&)3*/020/.,3.W0N+0880)-X.*).-60.G0)+6',2B.0N02+*30.+&'1,2*)4./*3-2*G(-*&).,)/.+6,2,+-02*3-*+3.&7.&24,)*3,-*&)3Y./01,2-'0)-3.,)/.+&''()*+,-*&).12&7033*&),83R.:&2.,./03+2*1-*&).&7.-60.72,'05&2B.,)/.'0-6&/.300.Z02[*[ ,)/.T027,33 <EF>U@.,3.5088.,3.Q0)+6 0-.,8R.<EF>V@R

Page 105: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

105

!"#$%%$&'(#)**+&,#-',)&(.$/-0'*$&'1

!"#$

!"%$

&"!$

!"#$

'"'$

'"($

'")$

&"&$

*("%$

*("!$

+",$

+"%$

#,"%$

#,"&$

*,"&$

*+"($

!*"($

!%"&$

!#"*$

!!"+$

*#"&$

*#"#$

#'")$

#("%$

-./0121341

5644177

891462:;1<=3>?61341

@A;:7.BC<=3>?61341

* # ! ) & ' (

!"#$%%$&'(#)**+&,#-',)&(.$/-0'*$&'1

#)"&$

2'3$0(#)**+&,#-',)&.$/-0'*$&'1

(&"&$<

D#$

D#$

D#$

D#$

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

Page 106: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

106

!"#$%%$&#$'(&')(**$+$&,',-.$/'0*'0+12&(/2,(0&

!!!"#$%%&'(#)*($'%$'(*$+",& -./,+0)11.,*.)2".3456.-.'.7.58963.#$%%&'(#)*($'.:+$0,11($')21.('.#$%%&'(#)*($'.;,:)+*%,'*1".<;=(1$+>.('02&,'#,[email protected]'.>$&+.$+B)'(1)*($'8.C$!.1,+($&12>.;$.1,'($+.%)')B,+1.*)D,.*C,.+,#$%%,';)*($'1.$0.*C,.#$%%&'(#)*($'.0&'#*($'E FG,#&*(=,.('02&,'#,[email protected]$!.2(D,2>.(1.(*8.!(*C('.$&+.$+B)'(1)*($'8.*C)*.#$%%&'(#)*($'.!$&2;.I,.('=(*,;.*$.1,'($+J2,=,2.%,,*('B1.;,)2('B.!(*C.$+B)'(1)*($')2.1*+)*,B(#.:2)''('BE [email protected]'.>$&+.$:('($'8.C$!.1&##,110&2.(1.*C,.#$%%&'(#)*($'.$0.>$&+.$+B)'(1)*($'.#$%:)+,;.*$.#$%:,*(*[email protected]$!.!$&2;.>$&.,1*(%)*,.*C,.K&)2(*>.)';.)I(2(*>.$0.*C,.#$%%&'(#)*($'.0&'#*($'.('.>$&+.$+B)'(1)*($'.#$%:)+,;.*$.*C$1,.$0.#$%:,*(*$+1E.L#)2,.5.M.N".O,+#,'*)B,[email protected]#,22,'*.#$%%&'(#)*($'.;,:)+*%,'*1.I)1,;.$'.1#)2,.:$('*1.PJN.0$+.,)#C.K&,1*($'".

39"QR

33"NR

3S"6R

35"NR

N5"NR

NN"QR

NT"5R

N9"QR

4R 544R

U$('*.1*$#D.#$%:)'(,1

O+(=)*,.#$%:)'(,1

V$'J:+$0(*.$+B)'(1)*($'1

W$=,+'%,'*)2$+B)'(1)*($'1

FG#,22,'*.#$%%&'(#)*($'.;,:)+*%,'*1 X*C,+.#$%%&'(#)*($'.;,:)+*%,'*1

Page 107: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

107

!"#$%&%&'()"*+,'"-&(.+&(+)/$)00)(%+$'112(&$#%&'(+3)4#"%1)(%*+")4'"%+1'")+%"2*%)3+")0#%&'(*5&4*+,&%5+%5)&"+*24)"&'"*6+$'00)#.2)*+#(3+)/%)"(#0+4#"%()"*

!!!"#$%%&'(#)*($'%$'(*$+",& -./,+0)11.,*.)2".3456.-.'.7.5894:.#$%%&'(#)*($'.;+$0,11($')21.('.#$%%&'(#)*($'.<,;)+*%,'*1.)#+$11.=&+$;,".> 9?.@'<.'$!8.;2,)1,.*A('B.)C$&*.D$&+.;,+1$')2.1(*&)*($'".E'.D$&+.<)(2D.!$+B8.!A$.*,'<1.*$.<(1*+&1*.D$&+.)<F(#,.)'<.)#*(F(*(,18.)'<.!A$.*+&1*1 D$&G.HA('B.$0.*A,.)F,+)I,.2,F,2.$0.*+&1*.('.,)#A.I+$&;".J#)2,.5.KL(1*+&1*.%,.1*+$'I2DM.N :.KH+&1*.%,.1*+$'I2DM".O,)'.F)2&,1".PP.Q(IA2D.1(I'(0(#)'*.<(00,+,'#,1.K('<,;,'<,'*.1)%;2,1.HRH,1*8;.S.4"45M".

T":T

T"9:

T"95

T"59

T"4U

9"VV

T"U:

T"U:

T"W3

T"36

T"95

T"46X*A,+.#$%%&'(#)*($'.<,;)+*%,'*1

=Y#,22,'*.#$%%&'(#)*($'.<,;)+*%,'*1

K5M.L(1*+&1*.%,.1*+$'I2D H+&1*.%,.1*+$'I2D.K:M

Z$22,)I&,1.)'<.#$R!$+B,+1.('.%D.<,;)+*%,'*-)I,'#D.PP

[$&+')2(1*1.E.!$+B.!(*A.PP

\&C2(#1.)'<.;,$;2,E.*)2B.*$.<(+,#*2D K,"I".('.1*)B,A$2<,+.<()2$I&,1M.PP.

KE'*,+')2M.#2(,'*1...........................E]%.!$+B('I.0$+.PP

HA,.*$;.2,)<,+.('.%D.<,;)+*%,'*-)I,'#D.PP

E'02&,'#,+1.)'<.C2$II,+1..................E.!$+B.!(*A.PP

K9M

!"#$"%&"'()#*+)(%,(-,"+"./(01(2

Page 108: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

108

!"#$

!"%&

!"%'

!"$!

!"$'

!"!!

!"()

'"('

'")&

!"#%

!"##

!"*#

!"$'

!"&&+,-./0123345617,62508.97/,3.5,:

;<1.==.5,0123345617,62508.97/,3.5,:

>)?0@,/25A086:,/4:, @,/25A0,/4:,0>B?

;<,./57=0.<9./,:0650,-.0C6.=8>."A"09/2C.::2/:D0125:4=,75,:?0EE0

F23345617,62507580GH09/71,6I,625./: 2C03J02/A756:7,6250EE

+,-./0.39=2J..:K3.3L./:02C03J02/A756:7,6250EE

;<,./57=0:4992/,./:KC75:02/014:,23./:K1=6.5,:02C03J02/A756:7,6250EE

M.78./:02C03J02/A756:7,625>F;+:D0L27/803.3L./:D0,290.<.14,6N.:?0EE

O1,6N6:,:075802,-./0.<,./57=02/A756:7,625:0P6,-0,-.6/02P507A.5870EE

Q7/R.,65A07580:7=.:0/.9/.:.5I,7,6N.: 2C03J02/A756:7,6250EE

!"#$%&%&'()"*+,'"-&(.+&(+)/$)00)(%+1)2#"%3)(%*+"#%)+2450&$+%"4*%+&(+0)#1)"*+'6+%7)&"+'".#(&*#%&'(+#(1+%7)3*)08)*+*&.(&6&$#(%09+7&.7)"

PPP"123345617,6253256,2/".4 K0S./C7::0.,07="0&()*0K050T0)D%#*0123345617,62509/2C.::6257=:0650123345617,62508.97/,3.5,:071/2::0;4/29."0U 'V0W507886,6250,20123345617,62509/2C.::6257=:0,-./.07/.0375J02,-./:0P-201750:9.7R0250L.-7=C02C07502/A756:7,625V0,2903757A./:D037/R.,65A09/2C.::6257=:D07==02C0,-.02/A756:7I,625X: .39=2J..:D0.<,./57=0.<9./,:D02/0.<,./57=014:,23./:K1=6.5,:"0Y-65R65A02C0J24/02/A756:7,625D0-2P0341-08202/8657/J09.29=.0650J24/01245,/J0>,-.0A.5./7=09294=7,625?0,/4:,0,-.:.0123345617,2/:Z0@17=.0)0>@,/25A086:,/4:,?0[ B0>@,/25A0,/4:,?"0Q.750N7=4.:"0EE0\6A-=J0:6A56C6175,086CC./.51.:0>658.9.58.5,0:739=.:YIY.:,D090]0("()?"

!"#$"%&"'()#*+)(,-(,#'%./#0(1",12"(3)4"(5"."#/2(1,1*2/)%,.6(%.(7

>!?

Page 109: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

109

!"#$%%$&'(#)**+&,#-',)&(.$/-0'*$&'1(-0$(*)0$(1'0)&2%3($&2-2$.(,&($&4-&#,&2(1'-5$4)%.$0('0+1'()&(-%%(%$6$%1(7 *)1'(1,2&,8,#-&'%3(,&(')/(%$-.$01

!!!"#$%%&'(#)*($'%$'(*$+",& -./,+0)11.,*.)2".3456.-.'.7.58963.#$%%&'(#)*($'.:+$0,11($')21.('.#$%%&'(#)*($'.;,:)+*%,'*1.)#+$11.<&+$:,".= >?.@$%%&'(A#)*($'.%)')B,%,'*.%)C.1*+(D,.*$.B)('.1*)E,F$2;,+1G.*+&1*.$'.;(00,+,'*.2,D,21".H$!.+,2,D)'*.)+,.,)#F.$0.*F,.0$22$!('B.B$)21.(' C$&+.;)(2C.!$+EI.J#)2,.5.KL$*.+,2,D)'*M.N >.KO,+C.+,2,D)'*M".P,)'.D)2&,1".QQ.H(BF2C.1(B'(0(#)'*.;(00,+,'#,1.K(';,:,';,'*.1)%:2,1.RAR,1*8.:.S.4"45M".Q.J(B'(0(#)'*.;(00,+,'#,1.K:.S.4"4>M"

T">4

T"35

T"5T

T"UV

T"T>

T"TWX*F,+.#$%%&'(#)*($'.;,:)+*%,'*1

<Y#,22,'*.#$%%&'(#)*($'.;,:)+*%,'*1

K5M.L$* +,2,D)'* O,+C.+,2,D)'*.K>M

<'F)'#,.*+&1*.('...........................%C.$+B)'(1)*($'.......................)';-$+.(*1.Z+)';1.QQ

<'F)'#,.*+&1*.................................('.$&+.%)+E,*8.Z&1(',11...............$+.1,#*$+.$0.1$#(,*C.Q

<'F)'#,.*+&1*.('.2,);,+1.$0.%C.$+B)'(1)*($'.QQ

KVM

!"#$%&'(&)*+&,#'$-&."/0&"1&2"334('2#)'"(&5/"1+%%'"(#$%&

Page 110: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

110

!"#$%&%&'()"*+,'"-&(.+&(+)/$)00)(%+1)2#"%3)(%*+#")+3'")+#,#")+'4+%5)+())1+4'"+4#$%67#*)1+#(1+3'"#008+*9&%#70)+$'339(&$#%&'(

!!!"#$%%&'(#)*($'%$'(*$+",& -./,+0)11.,*.)2".3456.-.'.7.58963.#$%%&'(#)*($'.:+$0,11($')21.('.#$%%&'(#)*($'.;,:)+*%,'*1.)#+$11.<&+$:,".= >?.@&(2;('A.

*+&1*.*B+$&AB.#$%%&'(#)*($'.#)'.C,.;(00(#&2*".D+,E($&1.+,1,)+#B.1B$!1.*B)*.#$%%&'(#)*($'.',,;1.*$.C,.C)1,;.$'.F'$!2,;A,8.)';.(*.1B$&2;.C,.*+)'1:)+,'*.)';.

,*B(#)28.*$$".GB(1.(1.1$%,*(%,1.'$*.,)1H.*$.)#B(,E,".@)1,;.$'.H$&+.,I:,+(,'#,8.B$!.#B)22,'A('A.(1.(*.*$.%,,*.*B,.0$22$!('A.)1:,#*1.!B,'.#$%%&'(#)*('A.!(*B.

1*)F,B$2;,+1J.K#)2,.5.LM,E,+.#B)22,'A('AN.O P.LQ2!)H1.#B)22,'A('AN".R+,S&,'#H.C)1,;.$'.1#)2,.:$('*1.TUP".VV.W(AB2H.1(A'(0(#)'*.;(00,+,'#,1.L#B(U1S&)+,.*,1*8.:.X.4"45N"

TP"YZ

T3"3Z

[["3Z

TY"4Z

[6"YZ

36"PZ

@,('A.*+)'1:)+,'*

L*,22('A.!B)*.H$&.F'$!.)';.;(1#2$1('A.#$'*,I*1N.VV

@,('A.F'$!2,;A,)C2,

LC)1,;.$'.0)#*1.)';.0$#&1,;.$'.:+$C2,%U1$2E('AN.VV

@,('A.,*B(#)2

L);B,+('A.*$.%$+)2.)';.'$+%)*(E,.,I:,#*)*($'1N.VV

<I#,22,'*.#$%%&'(#)*($'.;,:)+*%,'*1

\*B,+.#$%%&'(#)*($'.;,:)+*%,'*1

!"#$$%&'%()*"%&)+,--.&/+#0/&')*/0")(0#1%",$2%3(

Page 111: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

111

!"#$

!"#%

!"&%

!"''

!"!%

!"$&

!"()

!"$(

$"#)

$"&$

'"!&

'"$&

!"#(

!"*'

!")(

!"%&

!"%!

!"&#

!"$!

$")&

+,-.//.012-344506-7163028.97:14.01;

<1=.:2-344506-7163028.97:14.01;

>$?2@31286AA6-5/1 B.:C286AA6-5/12>%?

D3/616-7/2;170-.23A235:2/.78.:;=6921.742

>'?

E01.:07/29:3-.;;.;27082F3:GA/3F;2H

I39J/.K./2;1:71.L6.;2>."L"2-3:93:71.M3:L706;716307/N2O5;60.;;?2HH2

+49/3C..;M4.4O.:;27082/.78.:;=6929:7-16-.;2H2

E497-12302;3-6.1C2712/7:L.2HH

P50-16307/2;1:71.L6.;2>."L"2QRN2EIN2;.:K6-.N2O:70860L?2HH

S3K.:070-.27082-5/15:.2HH

E497-1230235:247:G.1N2O5;60.;;N23:2;.-13:23A2;3-6.1C2HH2

D:385-1;23:2;.:K6-.;2H

D5:93;.N246;;630N27082K6;6302HH2

!"#$%%$&'(#)**+&,#-',)&(.$/-0'*$&'1(2,&.(,'(%$11(.,22,#+%'(')(3$('0-&1/-0$&'(4$1/$#,-%%5(-3)+'(/)%,',#-%(1'-&./),&'16(7)8$0&-&#$(-&.($"'$0&-%(,*/-#'1

FFF"-344506-71630430613:".5 M2T.:A7;;2.127/"2!($U2M202V2$N#&!2-344506-7163029:3A.;;6307/;2602-344506-7163028.97:14.01;27-:3;;2+5:39."2W *X2I:70;97:.0-C2-702.0=70-.21:5;1"2Y512;34.260A3:471630246L=120312O.27--.;;6O/.2132-344506-7163029:3A.;;6307/;N27082;34.2A7-1;247C20312O.2;5617O/.2A3:2;=7:60L295O/6-/C"2Q3F286AA6-5/126;2612A3:2C35:23:L706;716302132O.21:70;97:.0127O351X2Z2[-7/.2$2>@31286AA6-5/1?2\ %2>B.:C286AA6-5/1?"2].702K7/5.;"2HH2Q6L=/C2;6L06A6-70186AA.:.0-.;2>608.9.08.012;749/.;2IJI.;1N292^2("($?"H2[6L06A6-701286AA.:.0-.;2>608.9.08.012;749/.;22IJI.;1N292^2("(%?"

!"#$%&''&()*+$&+$&,$'"-$"-./0&,/+&"0,$+"$12$+-/0,3/-20+$/1")+$-2*24/0+$+"3&(,

Page 112: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

112

!"#$"%&'()'**+%*,)-.(%//%0")(122+0'($"'10)3%4$#"2%0"*)$#%)5%""%#)$/'&0%3)6'"7)"14)2$0$&%2%0")$03)"7%8)4+")21#%)%247$*'*)10)3'&'"$/'9$"'10)$03)$/&1#'"72*

!!!"#$%%&'(#)*($'%$'(*$+",& -./,+0)11.,*.)2".3456.-.'.7.58963.#$%%&'(#)*($'.:+$0,11($')21.('.#$%%&'(#)*($'.;,:)+*%,'*1.)#+$11.<&+$:,".=.9>.?@(#@.(11&,1.!(22.A,.%$1*.(%:$+*)'*.0$+.#$%%&'(#)*($'.%)')B,%,'*.-.CD.!(*@('.*@,.',E*.*@+,,.F,)+1.0+$%.F$&+.:$('*.$0.G(,!H.C2,)1,.:(#I.,E)#*2F.J.(*,%1".C,+#,'*)B,1>.K+,L&,'#F.A)1,;.$'.1,2,#*($'.)1.M$:NJ.(11&,"

O4"JP

J3"9P

J3"JP

J4"OP

JJ"9P

J5"QP

35"5P

34"JP

33"4P

5R"RP

56"4P

J9"4P

JJ"SP

J3"9P

J3"6P

39"RP

3Q"5P

3R"JP

35"5P

3J"4P

34"5P

59"JP

T&(2;('B.)';.%)('*)('('B.*+&1*

U,)2('B.!(*@.*@,.1:,,;.)';.G$2&%,.$0.('0$+%)*($'.02$!

<E:2$+('B.',!.!)F1.$0.#+,)*('B.)';.;(1*+(A&*('B.#$'*,'*

V)*#@('B.*@,.',,;.*$.);;+,11.%$+,.)&;(,'#,1.)';.#@)'',21!(*@.2(%(*,;.+,1$&+#,1

W$:('B.!(*@.*@,.;(B(*)2.,G$2&*($'.)';.*@,.1$#()2.!,A

X1('B.A(B.;)*).)';-$+.)2B$+(*@%1.0$+.#$%%&'(#)*($'

Y*+,'B*@,'('B.*@,.+$2,.$0.*@,.#$%%&'(#)*($'.0&'#*($'.('1&::$+*('B.*$:N%)')B,%,'*.;,#(1($'.%)I('B

Z('I('B.A&1(',11.1*+)*,BF.)';.#$%%&'(#)*($'

U,)2('B.!(*@.1&1*)(')A2,.;,G,2$:%,'*.)';.1$#()2.+,1:$'1(A(2(*F

U,)2('B.!(*@.*@,.;,%)';.0$+.%$+,.*+)'1:)+,'#F.)';.)#*(G,)&;(,'#,1

M+)'10$+%('B.*@,.#$%%&'(#)*($'.0&'#*($'.*$.A,.%$+,.)B(2,)';.02,E(A2,

<E#,22,'*.#$%%&'(#)*($';,:)+*%,'*1[*@,+.#$%%&'(#)*($';,:)+*%,'*1

!"#$%&'(")$*+$%#$)*$,-&.%&##/,#%0")%."''/+&.*$&"+%'*+*-,',+$%/+$&1%2322

Page 113: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

113

!"#$%&'()*$")%+),#-.+./'( 0&-"((.1"&/").$)2*/3)3.13"#)'2%&1$-)4#%+"$$.%&'($)5%#6.&1).&)"7/"(("&-)/%22*&./'-.%&)8"4'#-2"&-$

!"#$%%$&'#())*&+#,'+(&-.$/,0')$&'1

2'3$0#())*&+#,'+(&-.$/,0')$&'1

!"#$%&'()*+,-.-/

2'3$0-#())*&+#,'+(&-/0,#'+'+(&$0145678

!"#$%&'()*+,0.1/

2'3$0-#())*&+#,'+(& /0,#'+'+(&$01496:8

;;;6#())*&+#,'+(&)(&+'(06$* <-=$0>,11-$'-,%6-?@A9-<-&-B-AC49?-#())*&+#,'+(&-/0(>$11+(&,%1-+&-#())*&+#,'+(&-.$/,0')$&'1-,#0(11-!*0(/$6-D-?9E-F(-G(**1$-+&'$%%+H$&'-,11+1',&'1-(&-G(*0-1),0'/3(&$-I$6H6-J+0+C-K((H%$-L11+1',&'MN-O$1-<-P(-<-Q-.(&R'-S&(;<&('-,T,+%,U%$-'(-)$6-D-5@E-F(-G(*-*1$-+&'$%%+H$&'-.$T+#$1-+&G(*0-3()$-(0-(>>+#$-I$6H6-L),V(&-!#3(-;+'3-L%$",C-K((H%$-W()$C-L//%$-W()$X(.MN-O$1-<-P(-<-Q-.(&R'-S&(;<&('-,T,+%,U%$-'(-)$6-

!"#$%&'()*+Y())*&+#,'+(&-/0,#'+'+(&$01-*1+&H

! +&'$%%+H$&'-,11+1',&'1-(&-'3$+0-1),0'/3(&$1-,&.! +&'$%%+H$&'-.$T+#$1-+&-'3$+0-3()$-(0-(>>+#$

Page 114: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

114

!"#$%%$&'(#)**+&,#-',)&(.$/-0'*$&'1(/0$.,#'(-(1'0)&2$0(,*/-#'()3(45(-'(-%%(%$6$%1

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

!"#$%$&$'()*+#,(($-,+&,).$(()/'0,)$12'&#)3+)4

P:"9W

S:"XW

96"YW

P4"9W

9S"9W

93"SW

ML,.;+$0,11($'.$0.;&C2(#.+,2)*($'1.)'<#$%%&'(#)*($'1.)1.).!L$2,.T

ML,.!)E.$&+.<,;)+*%,'*-)B,'#E.!$+Z1.TT

ML,.!)E.A.;,+1$')22E.!$+Z.TT=F#,22,'*.#$%%&'(#)*($'.<,;)+*%,'*1

[*L,+.#$%%&'(#)*($'.<,;)+*%,'*1

Page 115: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

115

!"#$

!"!%

!"#$

!"&'

!"($

)"%#

!"*&

!"*)

!"##

!"!(

!"!&

!"()+,-.//.012-344506-7163028.97:14.01;

<1=.:2-344506-7163028.97:14.01;

>&?2@31286AA6-5/1 B.:C286AA6-5/12>$?

D349.1.0-6.;23A22-344506-7163029:7-161630.:;21325;.2EF2GG

>!?

<:H706;716307/260A:7;1:5-15:.>."H"2FIJ2K58H.1;J2:.;930;6K6/616.;?2GG

E--.9170-.2KC25;.:;27082.,1.:07/2;17L.=3/8.:;2

M316N7163023A2-344506-7163029:7-161630.:;21325;.2EF2

O5993:12KC213924707H.4.01J2/.78.:;J27082-/6.01;2GG

O3-6.17/260A:7;1:5-15:.>."H"2=6H=;9..82601.:0.1J2/.H7/2:5/.;?

!"#$%%$&'()$*+,'-$&'.(/0&)(0'(%$..(1+,)('2(%+3(2,4+&0.+'02&+%(+&)(0&)050)6+%(/26&)+'02&.('2(0-*%$-$&'(7,'0/0#0+%(8&'$%%04$&#$(0&(#2--6&0#+'02&.

PPP"-344506-71630430613:".5 Q2R.:A7;;2.127/"2)(&%2Q202S2&J'&&2-344506-7163029:3A.;;6307/;2602-344506-7163028.97:14.01;27-:3;;2+5:39."2T2&&U2E:16A6-67/2F01.//6H.0-.2>EF?2-702K.28.;-:6K.827;2A/.,6K/.28.-6;630V47L60H29:3-.;;.;270827-1630;23A2;3A1P7:.V8:6N.027H.01;"2I=.C2787912132-=70H60H2H37/;27082509:.86-17K/.2;61571630;J2/.7:02A:342.,9.:6.0-.J270827:.2K7;.823021.-=03/3H6.;2/6L.20715:7/2/70H57H.29:3-.;;60HJ287172:.1:6.N7/27082L03P/.8H.2:.9:.;.0171630J2;.47016-2:.7;3060HJ2708247-=60.2/.7:060H"2I7L60H21=6;28.A60616302601327--3501270821=60L60H23A2C35:23:H706;71630J2=3P286AA6-5/126;2612132;.-5:.21=.2A3//3P60H2:.W56:.4.01;2A3:25;60H2EF2602-344506-71630;X22O-7/.2&2>@31286AA6-5/1?2Y $2>B.:C286AA6-5/1?"2M.702N7/5.;"2GG2Z6H=/C2;6H06A6-701286AA.:.0-.;2>F08.9.08.012;749/.;2IVI.;1J292[2("(&?"

!"#$"%&"'('%))%$*+,-(,.(/"$*#"(,0"().++.1%23(#"4*%#"5"2,/().#(*/%23(6#,%)%$%7+(82,"++%3"2$"

Page 116: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

116

!"#$%&&'#()*&+,#"-'(.+'(+%/0%**%(1+2%3)"14%(1&+%/3%01+*%&&+#".)('&)1'#()*+"'&-&+'(250%2+67+89:+651+4#"%+(%.)1';%+0#(&%<5%(0%&+$#"+3")01'1'#(%"&+)(2+1=%+3"#$%&&'#(

!!!"#$%%&'(#)*($'%$'(*$+",& -./,+0)11.,*.)2".3456.-.'.7.58955.#$%%&'(#)*($'.:+$0,11($')21.('.#$%%&'(#)*($'.;,:)+*%,'*1.)#+$11.<&+$:,".=.53>.?@)*#$&2;.A,.:$11(A2,.+(1B1.*@)*.C+*(0(#()2.D'*,22(E,'#,.A+('E1.*$.#$%%&'(#)*($'1F..G#)2,.5.HI$*.2(B,2JK.L M.HN,+J.2(B,2JK".O+,P&,'#J.A)1,;.$'.1#)2,.:$('*1.QRM".SS.T(E@2J1(E'(0(#)'*.;(00,+,'#,1.H#@(R1P&)+,.*,1*8.:.U.4"45K".S.G(E'(0(#)'*.;(00,+,'#,1.H#@(R1P&)+,.*,1*8.:.U.4"4MK"

!"#$"%&"'()%*")%+",,(-.(#%,*,(%+'/$"'(01(2#3%.%$%4)(5+3"))%6"+$"

M4"VW

V6"3W

35"MW

34"QW

35"5W

59"XW

MQ"VW

Q5"9W

35"6W

59"3W

5Y"6W

5Y"4W

Z+E)'(1)*($'1.!(22.1*+&EE2,.!(*@.[)+(,;.1*)00.#$%:,*,'#,.S

Z+E)'(1)*($'1.!(22.1*+&EE2,.!(*@.&'#2,)+.+,1:$'1(A(2(*(,1.S

\@,.#$%%&'(#)*($'1.:+$0,11($'.!(22.2$1,.(*1.(;,'*(*J.SS

]$%%&'(#)*($'.:+)#*(*($',+1.!(22.2$1,.*@,(+.̂ $A1.SS

]$%%&'(#)*($'.:+)#*(*($',+1.!(22.+,#,([,.1@+('B('E.1)2)+(,1

\@,.#$%%&'(#)*($'1.:+$0,11($'.!(22.2$1,.(*1.#$+,.#$%:,*,'#,1.SS

<_#,22,'*.#$%%&'(#)*($';,:)+*%,'*1

Z*@,+.#$%%&'(#)*($';,:)+*%,'*1

Page 117: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

117

!"#$

!"%&

!"$&

#"&%

#"'(

#"!)

!"'#

!"!*

!"(*

#"*+

#")&

#")%,-./01234456728-73619/:80-4/6-;

<=2/>>/6-1234456728-73619/:80-4/6-;

?%@1A3-174:30-86-1;3502/ B/0C174:30-86-1;3502/1?'@

D03952-;18691;/0E72/;11111111111111111111111113F1350130G867;8-7361HH1

?#@

I-08-/GC13F1350130G867;8-7361HH

J6:5-1F03414/4K/0;13F1350130G867;8-73613012>7/6-;1HH

J6:5-1F03415;/0;13F13504/978L2.866/>;130:03952-;L;/0E72/;1HH

M3:72;197;25;;/976148;;14/9781HH

M3:72;197;25;;/9761;3278>14/9781HH

!"#$%%$&'(#)**+&,#-',)&(.$/-0'*$&'1(+',%,1$(-%%(2,&.1()3($"'$0&-%(-&.(,&'$0&-%(1)+0#$1(*)0$(,&'$&1,4$%5(67$&(#0$-',&8(#)&'$&'

NNN"234456728-7364367-30"/5 L1O/0F8;;1/-18>"1($%*1L161P1%Q)*(1234456728-7361:03F/;;7368>;1761234456728-73619/:80-4/6-;18203;;1<503:/"1R1%#S1T36-/6-17;181U/C18;;/-1761;-08-/G721234456728-73618691:5K>7210/>8-736;"1J9/8;1869176;:708-7361F3017-147G.-1234/1F034197FF/0/6-186G>/;"1J61C3501987>C1N30U18691-./1N30U13F123>>/8G5/;1761C35019/:80-4/6-L8G/62CQ.3N 74:30-86-180/1-./1F3>>3N76G1;3502/;1N./6120/8-76G1236-/6-V1I28>/1%1?A3-174:30-86-1;3502/@1W '1?B/0C174:30-86-1;3502/@"1X/861E8>5/;"1HH1Y7G.>C1;7G67F7286-197FF/0/62/;1?J69/:/69/6-1;84:>/1MZM/;-Q1:1[1$"$%@"

!"#$%&'(#'&)(*"$(%$&+,-./(%".,&.,(-.(,0&()+-12(3"$4("*(%"55#.-%+,-".()&6+$,5&.,'7+/&.%-&'

Page 118: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

118

!"#$

#"$%

#"&'

(")#

!"*'

#"))

#"+!

#"#(

,-./01234456728-73619/:80-4/6-;

<=2/>>/6-1234456728-73619/:80-4/6-;

?(@1A/B/0 C/0D1E0/F5/6->D1?*@

G:36;30/91236-/6-1361;3278>14/97812.866/>;H111111111111111111111

/"I"1:3;-;1361J82/K33LH1M76L/9N61OO

?!@

P8791;/802.1567-;H

/"I"1L/DQ309;1361R33I>/1OO

G:36;30/91236-/6-136148;;14/9781Q/K;7-/;H

/"I"1;/2-736;13616/Q;:8:/01S148I8T76/1;7-/;1OO1

P87910/2344/698-736;H1111111111111111111111111111

/"I"1UV35147I.-18>;31

>7L/W1>76L1K3=/;1

3616/Q;1;7-/;1OO1

!"#$%%$&'()$*+,'-$&'.(/.$(*+0)(#1--/&0#+'01&(%02$(.*1&.1,$)(#1&'$&'(-1,$(13'$&

QQQ"234456728-7364367-30"/5 S1X/0E8;;1/-18>"1#'()1S161Y1(H+(#1234456728-7361:03E/;;7368>;1761234456728-73619/:80-4/6-;18203;;1<503:/"1Z1(*[1\3Q13E-/61

93/;1D35019/:80-4/6-15;/1-./1E3>>3Q76I1Q8D;1-31;:0/891236-/6-]1G28>/1(1?A/B/0@1^ *1?C/0D1E0/F5/6->D@"1_/861B8>5/;"1OO1\7I.>D1;7I67E7286-197EE/0/62/;

?769/:/69/6-1;84:>/;1`a`/;-H1:1b1'"'(@"

!"#$%#&'()*%+#,*-.)+*'/*+0"#.,*1/&'#&'

Page 119: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

119

!"#$%&&'#()*&+,#"-'(.+'(+%/0%**%(1+0#223('0)1'#(+4%5)"12%(1&)"%+2#"%+)01'6%+#(+&#0')*+2%4')

!"#$%%$&'(#)**+&,#-',)&(.$/-0'*$&'1 2'3$0(#)**+&,#-',)&(.$/-0'*$&'1!"#$%&'()*$%'%#+$,$-+-

./0/1

2'3$0(#)**+&,#-',)&(/0-#',',)&$0145678

2'3$0(#)**+&,#-',)&(/0-#',',)&$01496:8

;;;6#)**+&,#-',)&*)&,')06$+ <(=$0>-11($'(-%6(7?5@(<(&(A(5B4@7(#)**+&,#-',)&(/0)>$11,)&-%1(,&(#)**+&,#-',)&(.$/-0'*$&'1(-#0)11(!+0)/$6(C(7DE(F3,#31)#,-%(*$.,-(/%-'>)0*1(.)(G)+(+1$(')(/)1'(#)&'$&'(-H)+'(/0)>$11,)&-%(,11+$1()0(G)+0(H+1,&$11<)0I-&,1-',)&(+1,&I(G)+0();&(&-*$J(C(74E(K);()>'$&(.)(G)+(/)1'/0)>$11,)&-%(#)&'$&'()&($"'$0&-%</+H%,#(1)#,-%(*$.,-(LM;,''$0($'#6N(+1,&I(G)+0();&(&-*$J(

!"#$%&'()*$%'%#+$,$-+-O)**+&,#-',)&(/0-#',',)&$01(! /)1',&I(/0)>$11,)&-%(#)&'$&'()&($"'$0&-%</+H%,#(*$.,-! -'(%$-1'(.-,%G! )&(-'(%$-1'(';)(1)#,-%(*$.,-(/%-'>)0*1! +1,&I('3$,0();&(&-*$

!"#$%&'()*$%'%#+$,$-+-.2031

Page 120: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

120

!"#"$"%&"'!"#$%&'(&)(%&*&+",-./#01%&2(&345678(&!"#$%&'$()%$*+,"$%-.$"/%012+3)%0/.,4$*&'$()%-5+0)%6&()%-5+$%6+0)%-/74/%0/-8+!"#$%&##'(')*+$&,-.'/09:;5+:<=>:?@8!9:9;%&<(%&*&=0>.9%&?(&?(&3455@8( AB/+/,B&0-+)C+)"#$%&'$()%$*+-/0"/,-8+1*"2%34'*5'63%37&8&%,'9%:"$2-.';<9:;5+?@>DED8!9;./>>09%&=(&345678(&FG.*)1//+0)GG4%&0$()%+"/-.)%-&H&*&,12+I,-+$%,/0/6/%,-+$%6+&G.*&0$()%-+C)"+-,"$,/#&0+0)GG4%&0$()%+G$%$#/G/%,8+9%,&2%3=*%34'

1*"2%34'*5'),23,&7$+'>*88"%$+3=*%.';?9D;5+<E>@J8!/AB$/&C(&D:E.&F0GH.A,%&*&)$>H9.>>&=0$9;A:#".&I9>JA$A.&K0/&?0/L0/:A.&MABHG>&345578(&@A&'B-%38$+#'*5'C"D4$+',2"#,'$%'D"#$%&##'E F8&27$%7'*CC*2,"%$=&#'5*2'

4&3B&2#G'H'+344',*'3+=*%',*'*I&2+*8&',A&'C2&#&%,'+2$#$#'*5',2"#,'$%'D"#$%&##G K/L+M)"N5+KM2+O8+P8+Q$#/+R)0&/,18+S/,"&/T/6+C")G+BU.2VVH&,8*1V/0G:ED?"/CD+WEX8EJ8:ED?Y8

).9A.".%&N(%&*&F.H;.9E":9O%&=(&3455P8(&J3#'9837&'B&2'9837&K63+A&2G'F$%&'2&C2L#&%,3=I& ),"B$&'M"8'9837&'B&2'NOK!23%+A&'$%'B&2'!&IP4Q&2"%7 "%B'&$%&'1*"2%34$#,&%D&5237"%7G Z/&.'&#2+[%&T/"-&,\,+Z/&.'&#8

).9A.". N(%&*&F.H;.9E":9O =(&3455@8(&A"4-,+$%6+0"/6&H&*&,1+] Q"/"/74&-&,/-+C)"+0)GG4%&0$()%+G$%$#/G/%,8+I%+O8+^/"C$--5+_8+T$%+S4*/"+`+a8+R"&"$G/-B 9F6-8;5+N"D4$+'2&43=*%#'2&#&32+B+9..8+X?><:;8+P&/-H$6/%2+bR+b/"*$#+Cc"+R)'&$*L&--/%-0B$d/%8

)0>>%&=(&C(&367Q@8( A"4-,+$%6+G$%$#/"&$*+.")H*/G+-)*T&%#+"/T&-&,/68+R2*"C'3%B'S273%$M3=*%'),"B$&#.'?9e;5+eeD>eX:8)/HA0%&2(&3456R8( T*"2'D23%B.',A&'%&U,'8&B$3'+*8C3%-G I%6&$%$.)*&-5+IK2+f4/8)$/GB./%&S(&345648(&N3$B.'*V%&B.'&32%&BW'83U$8$M$%7'832Q&=%7'2&,"2%#'$%'3'#*+$344-'+*%%&+,&B'V*24BG'Z)%6)%2+a)#$%+Q$#/8?B/H>A.9>.9%&T(&U(&345548( 3)".)"$,/+0)GG4%&0$()%2+AB/+0B$**/%#/+)C+,"$%-.$"/%018+>*2C*23,&'>*88"%$+3=*%#W'H%'9%,&2%3=*%34'1*"2%34.'<9e;5+D<:>D<=8?B/H>A.9>.9%&T(&U(%&*&?0/9."H>>.9%&V(&3456W8(&!"#$%&'$()%$*+,"$%-.$"/%01+$-+G1,B+$%6+G/,$.B)"8+F"2*C&3%'1*"2%34'*5')*+$34'@A&*2-5+;09:;5+De:>DX?8?0"$1#H:&M9G,G"0L.;H: 3456@8(&F"2*C&G S/,"&/T/6+C")G+BU.2VVH&,8*1V/0G:ED"/CX+WEX8EJ8:ED?Y8?011H>>H09&.$/0LX.99.&3456@8(&F"2*D32*8X,2&'),3%B32B'YZ'[ H",*8%&'\Z;0W']&#'A3D$,"B&#'8^B$3=:"&#'B3%#'4_`%$*%'&"2*C^&%%& 9S$..)",5+K)T/GH"/+:ED=;8+

_"4--/*-2+3)GG&--&)%+/4").g/%%/5+h&"/0()%+#g%g"$*/+0)GG4%&0$()%8+S/,"&/T/6 C")G BU.2VVH&,8*1V/0G:ED?"/C:+WEX8EJ8:ED?Y8?011HY..&K0/&MG0901HG&Z.-."0L1.9A&367Q68(&)*+$34'2&#C*%#$D$4$=&#'*5'D"#$%&##'+*2C*23=*%#G K/L+M)"N5+KM2+3)GG&U//+C)"+F0)%)G&0+h/T/*).G/%,8Z.9A>$ !.EH>&S.A[0/\&34567;8+R4*D34'3B'#C&%B#'5*2&+3#,'[ 13%"32-'\Z;YG Z)%6)%2+h/%,-4 O/#&-8+S/,"&/T/6+C")G+BU.2VVH&,8*1V/0G:ED?"/Ce+WEX8EJ8:ED?Y8ZH.A/HGB%&?(&3456@8(&H%'$%,2*B"+=*%',*',A&'NF)S'8*B&48+K/L+M)"N5+KM2+QSRO8+S/,"&/T/6+C")G+BU.2VVH&,8*1V/0G:ED?"/CX+WEX8EJ8:ED?Y8M;."1:9&3455Q;8+FB&483%'@2"#,'!32*8&,&2'\ZZ<G'S/,"&/T/6+C")G+BU.2VVH&,8*1V/0G:ED?"/CJ+WEX8EJ8:ED?Y8M;."1:9&345678( \Z;Y'FB&483%'@2"#,'!32*8&,&2G S/,"&/T/6+C")G+BU.2VVH&,8*1V/0G:ED?"/C<+WEX8EJ8:ED?Y8M;."1:9%&Z(%&*&F:">#./E%&)(&345658(&_/1)%6+.$&6+G/6&$2+i$"N/(%#j-+%/L+T)0$H4*$"18+6+a$%#&-'b"32,&24-'9K)T8+:EDE;5+D>=8M$/0L.:9&]9H09&345678(&HD*",',A&'F`W'>*"%,2$&#G S/,"&/T/6+C")G+BU.2VVH&,8*1V/0G:ED?"/C@+WEX8EJ8:ED?Y8+/.#./E%&^(&345678( )*+$34'8&B$3'5*2'#,23,&7$+'+*88"%$+3=*%G AB)4-$%6+!$N-5+3O2+R$#/8N:""0[:,%&?(%&*&F[H:A.\%&T(&3456@8(&Q4H*&0+"/*$()%-+$%6+$"(k0&$*+&%,/**&#/%0/2+I,j-+%),+9l4-,;+$H)4,+")H),-8+N"D4$+'O&43=*%#'O&I$&V.'cc9J;5+@eX>@XE8

Page 121: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

121

!"#"$"%&"'!"#$%&'()*(+,-./0* !"#$%#&'()*+$%,-#.'/*.#'%0#.*(1$2*3 !"#$%&'#()*#+,&-#.$/((#01!12"345"6$75'(8*(9*'(:(;%<1#75"'(;*(+./=>0*(2",&.,03*#(/34&56&/03,*7,*850#(&3*983&/0&)*597&7*5.,88,81&:0&!1&;1&!557,*&<=>1?@&45*6($*.#67#,(689#9(62*..#<771&ABAC

ADE?1&;50>50%&F/(,41?@AA5$'(B*(C*'(:(D5%7$'(E*(<*(+,-.-?1&G'9H(/.&3*983G&#0>&3*983&/0&7#*3/.9(#*&6/*$C83#I,"5(>,*&/03,*#.3/5081&:6(96('+*#;*98+'+$6%#;*1$*<-#=><J?@&AKJCAEK1?"5F"'(;*'(G531#$$1#'(<*'(H1I&&@JI'(?*'(E#F"A$$1#'(8*'(:(K1#()2@I"#'(G*(+,-./0*(45*#26&&8%$2'+$1*#6(,'%$?'+$6%3 L,3*/,+,>&6*5$&"337%MMH/31(4M,.$JNAO*,6D&

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

(*/'+$6%.#$%#'#(*,$6%#67#('9$0#,(6<+53#J8(1*G#(*.8/+.#7(6&#N>#268%+($*.3#\50)&]50)%&^'^!_1;@%#@3@A@'(B*'(U65#'(;*(M*'(EF5'(E*'(:(S"AJ@$$'(E*(+,-.V0*(Y'=R`Z&$,>/#&83*#3,)4&8"/638&35&YR`='Z%&`775*390/3/,8&#0>&,3"/.#(&>/(,$$#81&A8D/$2#;*/'+$6%.#;*1$*<-#

IN<B?@&BaaCBDE1;@%#@3@A@'(B*'(U65#'(;*(M*'(EF5'(E*'(:(S"AJ@$$'(E*(+,-.=0*(!.$'MA'2$7$2#:6&&8%$2'+$6%#L6%$+6(#NO=RP=K3#J+('+*,$2#25'//*%,*.-#.62$'/#&*0$'#'%0#9(67*..$6%'/#

2'9'D$/$+$*.#[ ;*.8/+.#67#'#.8(1*G#$%#NN#268%+($*.3#\50)&]50)%&^'^!_1;@7A5F@75$'(G*(+,-.=0*(2",&65*3".5$/0)&^*3/6/./#(&:03,((/),0.,&*,+5(93/50%&:38&/$7#.3&50&85./,34&#0>&6/*$81&S8+8(*.-#TO-#KXCXN1;"#N'(B*'(8"4"A'(W*(?*'(W"AN"A'(W*(T*'(!16"A'(T*(T*'(:(S"AJ@$$'(E*(+,-./0*(U6(+5#!&*($2'%#:6&&8%$2'+$6%#L6%$+6(#NO=KMNO=T3#4('2)$%,#+(*%0.#$%#7')*#%*<.-#

$..8*.#&'%',*&*%+-#/*'0*(.5$9#9*(76(&'%2*-#<6()#.+(*..-#.62$'/#&*0$'#.)$//.-#V6D#.'+$.7'2+$6%#'%0#<6()#*%1$(6%&*%+3#298.#(558#@&^;%&2",&'(#0I&!,03,* 65*&;,#>,*8"/7&/0&'9H(/.&L,(#3/5081

;1A"#1'(E*'(;122"F@'(B*(<*'(X2K@A"O(H14"22'(E*(?"AA"A@'(;*'(EI&@YF"$'(E*(Y(GRZA"O'(E*(;*(+,-./0* W'+$% !&*($2'%#:6&&8$2'+$6% L6%$+6(#NO=KMNO=T3#:6&8%$2'2$X%#*.+('+Y,$2'#G#.8.#(*+6.Z#7')* %*<.-#26%7$'%?'-#$%76(&'2$X%#9'('#/'#+6&'#0*#0*2$.$6%*.-#/$0*('?,6#G#26&9(6&$.6#/'D6('/3#;*.8/+'06.#0*#8%'#*%28*.+'#*%#=T#9'[.*.3 -#>*/>%&=b'L=L^M_:L!`-1

;1A"#1'(E*'(;122"F@'(B*(<*'(EI&@YF"$'(E*'(:(GRZA"O'(E*(;*(+,-.>0*(W'+$% !&*($2'%#:6&&8%$2'+$6% L6%$+6(#NO=H3#\]2*/*%2$'#*%#26&8%$2'2$X%#*.+('+Y,$2'-#+('D'V6#*%#/'#*('#0$,$+'/-#.62$'/#&*0$'#G#9(67*.$6%'/$?'2$X%3#;*.8/+'06.#0*#8%'#*%28*.+'#*%#=K#9'[.*.3#c*988,(8%&=b'L=L^1

;1A"#1'(E*'(;122"F@'(B*(<*'(EI&@YF"$'(E*'(:(GRZA"O'(E*(;*(+,-.=0*(W'+$% !&*($2'%#:6&&8%$2'+$6% L6%$+6(#NO=QMNO=R3#4*%0*%2$'.#*%#26&8%$2'2$X%#*.+('+Y,$2'Z#D$, 0'+'-#'8+6&'+$?'2$X%-#*%,',*&*%+-#$%7/8*%2*(.-#26825$%, G#26&9*+*%2$'.3#;*.8/+'06.#0*#8%'#*%28*.+'#*%#=R#9'[.*.3 -#>*/>%&_:L!`-M=b'L=L^1

Page 122: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

122

!"#"$"%&"'!"#$%&'(!)'(*+",-."/'(0)'(1%+23"/2425+26'(7)'(8"9:'(;)(7)(8)'(<(!="+6"&'(0)(1)(>?@ABC)(!"#$"%&'()&*$#$"'+,-,$./'0"1&'!"23%$'45678'9:;3%<='>),?"%&,$@'3;'9:;3%<8'

!"$%,"?"<';%3A'BC2=DDE,$8/@D"FA456G%";G'H5I85J8456GK8!="D"/.E56"/'(F)'(<(026"&G"/3"/'(!)(>?@AHC)(!"##$%&'()"%*&%*+,-*+&.&/(0,%*1-(%23"-#()"%4*5,2/(%+2($3%(6#,*$%+*7%/8&9'0$%.2:,+(-3*+,2*2/-(/,.&296,%*

!"##$%&'()"%2#(%(.,#,%/2*;"%*<&-/296(=2$%/,-%,6#,%>*?,-8(0/$%.,%*$%+*@"%AB-"C/AD-.(%&2()"%,%*&%*+,-*E968,&F4*L,)$"%$B#%='MNOL8'!"$%,"?"<';%3A'BC2&=DD<3,83%-D658464JPDQB.1RSTPP'H5I85J8456GK8

!2,..%I'(J)'(K"/L=L'(;)'(M"/D"/'(1)(N)'(<(O"/P%66'(7)(>QD6)C(>?@ARC)(G$/$-,*+&-,9)"%2*"3*2/-(/,.&9*9"##$%&9()"%4 0"1'U3%VW'0U='!3#$/"<-"8ST%:'(7)(>QD)C(>?@AUC) 1-$2/*&%*9"##$%&9()"%*#(%(.,#,%/4 0"1'U3%VW'0U='X"$"%'Y.)-8N22+"'(;)(8)'(<(F%-T#2/,.'(7)(1)(>?@ABZ8'H-)C9&(0*&%/,00&.,%9,I*G"$%+()"%2*"3*9"#J$/()"%(0*(.,%/2 [4)<'"<8Z8'0"1'U3%VW'0U='9:;3%<'>),?"%&,$@'X%"&&8N5+=VV='(W)(>?@AXC) 7J&9*K"%/,%/*L(-',)%.4 0"1'U3%VW'0U='\F]%.1RN,//80%#+=&6'(Y)(8)(>?@@BC)(1-$2/*(%+*BM*B-(9)9,4 ].,)"&?,//"W'^Y='()&*$#$"';3%'X#E/,F'!"/.*3)&8'!"$%,"?"<';%3A'BC2=DDE,$8/@D"FA456G%";65'H5I85J8456GK80566"++'(Z)(W)'(<(!2/9=3'(N)(>?@AUC)(H-)C9&(0*&%/,00&.,%9,I*H*#"+,-%*(JJ-"(964*N0":(0*,+&)"% [S%<'"<8Z8'N.%/31='X".%&3)'_<#F.*3)80:%&'(F)'(<(F%/[&62&'(;)(8)(>ARHHC)(`3#%)./,&$&'.)<'2#E/,F'%"/.*3)&'2%.F**3)"%&='LB@'$B"'.)$.-3),&Aa'O"$-%(0&2#*P$(-/,-0Q>*RS[6ZW'6S6R6I58Z%++2,'(8)(F)'(<(W2.&62&'(Q)(7)(>?@@UC)(()?"&*-.*)-'%"/.*3)&B,2&'E"$1"")'b3#%)./,&$&'.)<'2#E/,F'%"/.*3)&'2%.F**3)"%&='L3%V,)-'$3-"$B"%'$3'&"$W';%.A"'.)<'E#,/<'

2#E/,F'.-")<.W'6GG6R455I8'B$:0&9*M,0()"%2*M,;&,8>*TU[4ZW'6J6R6JG8Z-.&%-T"&G"/3'(7)(1)'(<(\2$+=&62&'(Q)(])(>?@AUC)(9%-.),Q.*3)./'$%.)&2.%")F@='O')"1'2"%&2"F*?"'3)'A.).-,)-'$%#&$',)'3%-.),Q.*3)R&$.V"B3/<"%'%"/.*3)&B,2&8'

O"$-%(0*"3*L(%(.,#,%/>*VU[7ZW'67TIR6T658Z-.#%G'(1)(>?@AHC) 16,*3"$-/6*&%+$2/-&(0*-,;"0$)"%8']")"?.='L3%/<'_F3)3A,F'^3%#A4\"&-.'(0)'(K"/L=L'(;)'(O"/P%66'(7)'(F2/"&2'(7)'(<(K"/.2"9"&'(N)(>?@ABC) K"##$%&9()"%*7W9,00,%9,4*X"8*/"*+,;,0"J>*#(%(.,*(%+*0,(+*,W9,J)"%(0*

9"##$%&9()"%28'cB.A='X./-%.?"'\.FA,//.)8\.%T2/'(7)(K)(>?@A^C) d$%.$"-,F',);3%A.*3)'<,&F/3&#%"'1B")'$B"%"',&';#)<.A")$./'<,&.-%""A")$8'O"$-%(0*"3*G&%(%9&(0*Y%/,-#,+&()"%>*UVZU[> 6S6R6JS8K"/L=L'(;)(>?@@@C) 1-$2/*&%*"-.(%&F()"%2I*H*2/$+Q*"3*/6,*-,0()"%2*:,/8,,%*#,+&(*9";,-(.,>*J$:0&9*J,-9,J)"%2*(%+*J-"C/(:&0&/Q [>)2#E/,&B"<'<3F$3%./'

<,&&"%$.*3)Z8'Y3)<3)='eB"'Y3)<3)'dFB33/'3;'_F3)3A,F&'.)<'X3/,*F./'dF,")F"W'>),?"%&,$@'3;'Y3)<3)8K"/L=L'(;)'(<(\T%+%- K"/L=L'(7)(>?@AUC) eB"')"1'2#E/,F,$@='^%3A'%"f":,?"'$3'%"f"F*?"'A"<,.*&.*3)8'B$:0&9*M,0()"%2*M,;&,8>*VU[4ZW'IGSRIGT8K"/L=L'(;)'(<(O"/P%66'(7)(>?@AUC) O'F3A2.%.*?"'":F"//")F"';%.A"13%V';3%'F3AA#),F.*3)'A.).-"A")$8'O"$-%(0*"3*K"##$%&9()"%*L(%(.,#,%/>*U\[IZW'475R4TT8M2_D:&6T='(Y)(M)'(<(`2+%&'(`)(W)(>?@AUC)(0.*?"'O<?"%*&,)-'.)<'$B"';#$#%"'3;'A.&&'F3AA#),F.*3)8'H#,-&9(%*5,6(;&"-(0 E9&,%)2/>*R\[64ZW'6I5SR6I578O%&D'(;)(Q)(>ARB?C)(e%#&$'.)<'A.).-"%,./'2%3E/"A'&3/?,)-8'H+#&%&2/-();,*E9&,%9,*P$(-/,-0Q>*]^[4ZW'44GR4SG8O"/P%66'(7)'(F2/"&2'(7)'(\"&-.'(0)'(K"/L=L'(;)'(<(K"/.2"9"&'(N)(>?@@HZ8'7$-"J,(%*K"##$%&9()"%*L"%&/"-*U\\_4*1-,%+2*&%*K"##$%&9()"%*L(%(.,#,%/*(%+*

B$:0&9*M,0()"%2*` M,2$0/2*(%+*&#J0&9()"%24 Y",2Q,-='>),?"%&,$@'3;'Y",2Q,-D_>X!_!O8

Page 123: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

123

!"#"$"%&"'!"#$%&&'()*'(+,#"-,'()*'(."-/0'(1*'(2"#343'(5*'(6(2"#0,"7"-'(8*(9:;;<=* !"#$%&'()*$++"(,-'.,$()/$(,.$#)01123)4#&(56),()*$++"(,-'.,$()/'('7&+&(.)'(5)

8"9:,-);&:'.,$(63);&6":.6)$<)')6"#=&>),()?@)-$"(.#,&63)!"#$$%&$'()*+,-)./0)0*1

!"#$%&&'()*'(+,#"-,'()*'(."-/0'(1*'(2"#343'(5*'(6(2"#0,"7"-'(8*(9:;>?=* !"#$%&'()*$++"(,-'.,$()/$(,.$#)01A?3)B)-C'(7,(7):'(56-'%&)D /'('7,(7)-#,6&6E)5,7,.':)-$++"(,-'.,$()'(5)*!F)%$6,.,$(,(7),()!"#$%&3);&6":.6)$<)')6"#=&>),()@?)*$"(.#,&63)!"#$$%&$'()*+,-)./0)0*2(3%&45$(6%7481

!"#$%&&'()*'(+,#"-,'()*'(."-/0'(1*'(2"#343'(5*'(6(2"#0,"7"-'(8*(9:;>@=* !"#$%&'()*$++"(,-'.,$()/$(,.$#)01AG3)H$I)6.#'.&7,-)-$++"(,-'.,$()5&':6)I,.C).C&)-C'::&(7&6)$<)=,6"':,6'.,$(E)6$-,':)9$.6)'(5)C>%&#+$5&#(,.>3);&6":.6)$<)')6"#=&>),()J1)-$"(.#,&63 !"#$$%&$'()*+,-)./0)0*2(9#87"4:8(6%748(!%"&4;1

!"#$%&&'()*'(1AB"#'(C*(7%-'(1,D,E4-%#A'()*'(2"#343'(5*'(6(F%G#"$,#&'(H*(9:;;@<1(!"#$%&'()*$++"(,-'.,$()/$(,.$#)011G3)4#&(56),()*$++"(,-'.,$()/'('7&+&(.)'(5)8"9:,-);&:'.,$(6)D ;&6":.6)'(5),+%:,-'.,$(63)=%4>?4:'(.;4@%"$4AB(5C(=%4>?4:-)./0)0*1

!"#$%&&'()*'(."-/0'(1*'(2"#/4/'(5*'(2"#0,"7"-'(8*'(6(+,#"-,'()*(9:;>I=*(!"#$%&'()*$++"(,-'.,$()/$(,.$#)01A@3)!K-&::&(-&),()L.#'.&7,-)*$++"(,-'.,$()D M&>),66"&6E):&'5&#6C,%E)7&(5&#)'(5)+$9,:&)+&5,'3);&6":.6)$<)')6"#=&>),()@0)-$"(.#,&63)!"#$$%&$'()*+,-)./0)0*2(3%&45$(6%7481

!"#$%&&'()*'(."-/0'(1*'(2"#0,"7"-'(8*'(2"#343'(5*'(6(+,#"-,'()*(9:;>;=*(!"#$%&'()*$++"(,-'.,$()/$(,.$#)01A13)L.'."6)N"$)'(5)-C'::&(7&6)<$#)8"9:,-);&:'.,$(6),()!"#$%&3);&6":.6)$<)'()&+%,#,-':)6"#=&>),()@O)-$"(.#,&63)!"#$$%&$'()*+,-)./0)0*1

!"#$%&&'()*'(2"#343'(5*'(2"#0,"7"-'(8*'(+,#"-,'()*'(6(."-/0'(1*(9:;>:=* !"#$%&'()*$++"(,-'.,$()/$(,.$#)01A03)*C'::&(7&6)'(5)-$+%&.&(-,&6)<$#)L.#'.&7,-)*$++"(,-'.,$(3);&6":.6)$<)'()&+%,#,-':)6"#=&>),()@0)-$"(.#,&63)!"#$$%&$'()*+,-)./0)0*1

!"#$%&&'()*'(."-/0'(1*'(2"#0,"7"-'(8*'(2"#343'(5*'(6(+,#"-,'()*(9:;>J=* !"#$%&'()*$++"(,-'.,$()/$(,.$#)01AP3)L.#'.&7,-)-$++"(,-'.,$()'(5).C&)-C'::&(7&6)$<)<'Q&)(&I6E).#"6.E):&'5&#6C,%E)I$#Q)6.#&66)'(5)R$9)6'.,6<'-.,$(3);&6":.6)$<)')6"#=&>),()@P)*$"(.#,&63 !"#$$%&$'()*+,-)./0)0*2(9#87"4:8(6%748(!%"&4;1

!"#$%&&'()*'(2"#343'(5*'(2"#0,"7"-'(8*'(+,#"-,'()*'(6(."-/0'(1*(9:;>K<1(!"#$%&'()*$++"(,-'.,$()/$(,.$#)01AJ3)*#&'.,(7)-$++"(,-'.,$()=':"&).C#$"7C):,6.&(,(7E)+&66'7,(7)'(5)+&'6"#&+&(.3);&6":.6)$<)')6"#=&>),()@A)-$"(.#,&63)!"#$$%&$'()*+,-)./0)0*2(3%&45$(6%7481

!"#$%&&'()*'(2"#0,"7"-'(8*'(+,#"-,'()*'(."-/0'(1*'(6(2"#343'(5*(9:;>L=* !"#$%&'()*$++"(,-'.,$()/$(,.$#)01AO3)!K%:$#,(7).#&(56),()9,7)5'.'E)6.'Q&C$:5&#)&(7'7&+&(.)'(5)6.#'.&7,-)-$++"(,-'.,$(3);&6":.6)$<)')6"#=&>),()@?)-$"(.#,&63 !"#$$%&$'()*+,-)./0)0*2(9#87"4:8(6%7481

!"#$%&&'()*'(2"#0,"7"-'(8*'(."-/0'(1*'(+,#"-,'()*'(6(2"#343'(5*(9:;>>=* !"#$%&'()*$++"(,-'.,$()/$(,.$#)01AA3)!+%,#,-':),(6,7C.6),(.$)L.#'.&7,-)*$++"(,-'.,$(),()!"#$%&3);&6":.6)$<)'()&+%,#,-':)6"#=&>),()@?)-$"(.#,&63 !"#$$%&$'()*+,-)./0)0*1

!"#$%&&'()*'(6(24"#MG%--'(N*(9:;>L=* 6#&A4>&%(@54D%$(4;(D5">5"8A45;$(8;7(AE%(DE8&&%;:%(C5"($A"8A%:4D(D5FF#;4D8A45;1(G;(H1(*&F2(61(!"5I;(J(K1(0LB$%;: M)7$1<2(

M$++"(,Q'6R$( $7 >.#,(76<#,C&. ,)$#7'(,6'6R$(&# M>>1(NNOPQ<1(R$&5'(+8>>%&%; ,8FF1

Page 124: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries
Page 125: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

125

!"#$%&'(#)*+,-%#-

!"#$%&'()*"+,-.)/&,'0-$(1)!2".'0-$()'(2)/&1&'#.3)411$.-'0-$()5!6*/!/47)

83&)!"#$%&'()*"+,-.)/&,'0-$(1)!2".'0-$()'(2)/&1&'#.3)411$.-'0-$()5!6*/!/47)-1)'()'"0$($9$"1)$#:'(-1'0-$();-03)(&'#,<)=>>)9&9+&#1)?#$9)@>).$"(0#-&1)-(0&#&10A&2 -()'2B'(.-(:)'.'2&9-.)#&1&'#.3)'(2)C($;,&2:&)-()10#'0&:-.).$99"(-.'0-$(D)E&B&#',).#$11A('0-$(',)'(2).$9%'#'0-B&)#&1&'#.3)'(2)&2".'0-$()%#$F&.01)'#&)$#:'(-1&2)+<)'??-,-'0&2)"(-B&#1-0-&1G)'(2)')3-:3,<)#&:'#2&2)'.'2&9-.).$(:#&11)-1)10':&2)&'.3)'"0"9()'0)B'#<-(:),$.'0-$(1D

!!!"#$%&#&'"(&)

!"#$%&'()411$.-'0-$()$?)H$99"(-.'0-$()I-#&.0$#1)5!4HI7

83&)!4HI)'-91)0$)'00#'.0G)-(1%-#&)'(2)&(:':&)."##&(0)'(2)?"0"#&).$99"(-A.'0-$(),&'2&#1)0$)2#-B&)&J.&,,&(.&)-()03&)%#$?&11-$(D)K0)$??&#1).$99"(-.'0-$()%#$?&11-$(',1)')%,'0?$#9)0$).$((&.0G)2&&%&()03&-#)&J%&#0-1&G)13'#&)+&10)%#'.0-.&G)&10'+,-13)'(2)%#$9$0&)#&,&B'(0)10'(2'#21D)83&)!4HI)$#:'(-1&1)03&)!"#$%&'( H$99"(-.'0-$()E"99-0)&'.3 1%#-(:D)K0)3'1)."##&(0,<)9$#&)03'()LG>>>)9&9+&#1D

!!!"#'*+,(-./-#"#$

H$99"(-.'0-$()I-#&.0$#5M&2-')%'#0(&#7

H$99"(-.'0-$()I-#&.0$#)-1)')N"'#0&#,<)-(0&#('0-$(',)9':'O-(&)?$#)H$#%$#'0&)H$99"(-.'0-$(1)'(2)*"+,-.)/&,'0-$(1D)K0)2$."9&(01)$%-(-$(1)$()10#'0&:-.)N"&10-$(1)-().$99"(-.'0-$(G)3-:3,-:301)0#'(1('0-$(',)2&B&,$%9&(01)'(2)2-1."11&1)03&9)?#$9)'()-(0&#('0-$(',)%&#1%&.0-B&D)83&)9':'O-(&)-1)%"+,-13&2)+<)P"'2#-:')M&2-'G)')1%&.-',-10)%"+,-13-(:)3$"1&)+'1&2)-()Q&#,-()'(2)Q#"11&,1D

!!!"*(00$-/*'1/(-,+/&#*1(&"#$

Page 126: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries
Page 127: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

127

!"#"$% &%#"'()#*+%,*-.&/0*.1#1+23(*+21*4+2)*$5*)(1*!"#"$% 62$748*+*91+,"%'*'9$:+9*42$;",12*$5*1+2%1,*<1,"+*<+%+'1<1%)*#$=>+21*+%,*<1,"+*"%#"'()#8*<+?"%'*+*,"@121%31*+)*$;12*ABB*3$<4+%"1#*+%,*:2+%,#*+2$7%,*)(1*>$29,C*!"#"$% (+#*$;12*D8BBB*1<49$E11#*>")(*$F31#*"%*GA*3$7%)2"1#*)(2$7'($7)*)(1*H<12"3+#8*0/0H8*+%,*H-H!C!"#$%&$'!(")*#"'+ ,,,-.%/%0*-1#2',,,-.%/%0*-.0$

I(1*!1%)21*5$2*!$24$2+)1*!$<<7%"3+)"$%*JK&*!!!L*+)*K&*M$2>1'"+%*K7#"%1##*N3($$98*O#9$8*5+3"9")+)1#*"%%$;+)";1*+%,*321+)";1*42$31##1#*$5*,"#3$;12E*+%,*7%,12#)+%,"%'*)$*#(+41*)(1*57)721*$5*3$24$2+)1*3$<<7%"3+)"$%*"%*M$2>+EC*M+)"$%+9*21#1+23(*4+2)%12*5$2*M$2>+E*P 3))45667%)-896:;<===

I(1 !1%)12 5$2 N)2+)1'"3 !$<<7%"3+)"$% J!1%)2$*412*9+*!$<7%"3+Q"$%1 N)2+)1'"3+ P !0!O/NL*+)*R%";12#")S &RT/*"%*/"9+%8*"#*3$<U<"))1,*)$*:+#"3*+%,*+449"1,*21#1+23(*$%*($>*#)2+)1'"3*3$<<7%"3+)"$%*+%,*-.*321+)1*;+971*>")("%*+%,*5$2*3$<491V*$2'+%"#+)"$%#CM+)"$%+9*21#1+23(*4+2)%12*5$2*&)+9E*P ,,,-.#.0$/-%)

H#*+*#413"+9"#)*5$2*)(1*3$<<7%"3+W$%*$5*3(+%'1*+%,*)13(%$9$'"3+9*)2+%#5$2<+W$%8*X"%?*Y*X73(#*(+#*:11%*)(1*#)2+)1'"3*4+2)%12 5$2*3$<4+%"1#8*+##$3"+W$%#*+%,*47:9"3*39"1%)#*5$2*ZB*E1+2#C*I(1*+'1%3E8*:+#1,*"%*["1#:+,1%8*/7%"3(*+%,*K129"%8*(+#*:11%*+>+2,1,*)(211*W<1#*+#*)(1*+'1%3E*$5*)(1*E1+2*"%*612<+%EC>%?%)(8'=0$$&*%.(@0*/'!(")*#"'+ ,,,-A*BC&.3/-1#6#*6

!"#$%&#'

Page 128: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

128

!"#$!$% & '()*+,(-./010(/23.2+--(4+/()+/1!"#$%#&'()*$'*&*+#&,)-.#/%-*-#% "-%*#0 +#/#&1(/&2/#%#)*$*-()%3&-)%-4+*%&(/&$00-*-()$"&$)$"5%#%&-)&6#5&'(,)*/-#%7

8,%*/-$ !/(17&9/7&:$;-)#&<-)=-""#/ >)-.#/%-*5&(1&?-#))$ %$;-)#7#-)=-""#/@,)-.-#7$'7$*A#"4-,B !/(17&9/7&:$)0/-)#&C(4-)%65 >)-.#/%-*5&D$*+("-E,#&0#&F(,.$-) %$)0/-)#7/(4-)%65@,'"(,.$-)7;#A#"4-,B 8))#GH$/-#&D(**() 8/*#.#0#&>)-.#/%-*5&(1&822"-#0&:'-#)'#% $B7'(**()@$/*#.#"0#+%7;#

A,"4$/-$ !/(17&9/7&H-"6(&!#*/(. :(1-$&>)-.#/%-*5&:*7&I"-B#)*&J+/-0%6- B-"6(K2#*/(.@5$+((7'(B

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

!"#$%&"'()%&#")#*

Page 129: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

129

!"#$%&'()*+(&,',)&-$(#,).

! !"#$% &"% '()*+",-."$+)),!"#$%&"'$($%')*$'+',-$((,'"%.&"/*%0'",-"12'%2$30)"/,445.0)%6,.7"#$08903":.0;$'(02<7"=$'4%.<"+',-$((,'",-"/,445.0)%6,."%.&"#$%&$'(*087">?"@,'A$30%.">5(0.$(("1)*,,B7"@,'A%<

! !"#$% &"% &./+( 0."121+',-$((,'",-"+5CB0)"D$B%6,.(7":.0;$'(02<",-"#E5CBE%.%7"1B,;$.0%

! !"#$% &"% !2.3,0."4#.5.(F((,)0%2$"+',-$((,'",-"/,'8,'%2$"/,445.0)%6,.7":.0;$'(02<",-"F4(2$'&%47"@$2*$'B%.&(

! !"#$% &"% 6(*.7.) 8#".(#+',-$((,'",-"+5CB0)"D$B%6,.("%.&"/,445.0)%6,."G%.%3$4$.27":.0;$'(02<"D$<"H5%."/%'B,(7"G%&'0&7"18%0.

! !"#$% &"% 9+7:4,;.(<4+',-$((,'",-"/,445.0)%6,.7"#$$&(">$)I$J":.0;$'(02<7":.02$&"K0.3&,4

12%6(6)%B"%.%B<(0("%.&"%((0(2%.2"'$($%')*$'(

! =.(),>+*.7)3.2(7"#$08903":.0;$'(02<7"=$'4%.<"L+',E$)2"G%.%3$'M

! &"% 9#((?,@.<4(."7"#$089037"=$'4%.<"LN%2%"G%.%3$'M

Page 130: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries

130

!""#$#%&'()*+,%-*.+,/)0&(#&+)1+&.23'*4,5)67.+((+&.+)1%%45)8*+9#%-,)6:;)*+8%*$,

!"#$%&'()*+,-.,/.0,1'#2,2. 0*",2%",3#*34%2*,5.(,/.0(*"657,83*32,1119$.&&0#3$'23.#&.#32.(9"0 2.,:"#$%&'(),/.0(*"65,'#;,/.0(,.(4'#3*'23.#,'4'3#*2,$.&<("%"#*3=",;'2',5(.&,2%",&.#32.(,*20;3"*9>"1,2.<3$*,1366,:",&';",'='36':6","="(/,2%("",&.#2%*9,

?"<.(2*+,@%",1":*32",1119$.&&0#3$'23.#&.#32.(9"0 '6*.,<(.=3;"*,5("",'$$"**,2.,5066,("<.(2*,5.(,<("=3.0*,A0(.<"'#,B.&&0#3$'23.#,C.#32.(,*20;3"*,'#;,',6'(4",*"6"$23.#,.5,1":,=3;".*,'#;,<0:63$'23.#*,:'*";,.#,2%3*,("*"'($%,*"(3"*9,?"6'2";,*0(="/*,'(",$.#;0$2";,3#,>.(2%,D&"(3$'E,F'23#,D&"(3$','#;,D*3'GH'$353$,I 53#;,.02,&.(",.#63#",':.02,2%",6'(4"*2,'#;,.#6/,2(06/,46.:'6,*20;/,.5,$.&&0#3$'23.#,&'#'4"&"#2,132%,*.0#;,"&<3(3$'6,*2'#;'(;*9

!"#$%&&'$%()#*$&+$($*#,(*#$&-$.#)#(.,"$*(/($(+*$,()#$)/0*1#)$!"##$%&'()"%*+,'-..-%'-2&3$/&$4#5#6&78$9(+(:#$(+*$;#(*$<=,#7>&+(6$?&@@0+1,(>&+):/,?9,@"#$%E,-9,8"(J3JE,D9,K"(5'**E,D9,C.("#.,L,H9,8"(%."="#H'64('=",C'$&366'#,MNOPE,MQP,<<9E,RS!>,TPUGVGVOTGQUUWTGM

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`"$Y="6/,3#a0"#$",'#;,*0<<.(2,2%",.(4'#3*'Y.#,'#;,<.*3Y="6/,Z2,132%3#,2%",:0*3#"**,*2('2"4/,.5,2.;'/b*,46.:'6,'#;,$%'#43#4,&'()"2*9

A!"1)$7&3#.-068$7.(,>,(6$(+*$"1:"6B$.#6#5(+/$%&&'$1)$($@0)/$.#(*$-&.$%&/"$,&@@0+1,(>&+$),"&6(.)$(+*$7.(,>>&+#.)CD$c-.#'6;,^9,d(34%2E,H%9-9E,]'(.6;,!0(*.# H(.5"**.(,.5,H0:63$,?"6'Y.#*E,!.*2.#,e#3="(*32/E,eSDf

AE/.(1:"/$-&.3(.*F$G+$1+)1:"H06$.#(*$-&.$#5#.B$,&@@0+1,(/&.$3"&$3(+/)$/&$%#I#.$0+*#.)/(+*$3"(/$J7.&-#))1&+(6K$(,/0(66B$@#(+)CD$c>3$.6",_.(5"(E,_6.:'6,]"';,H%'(&',B.&&0#3$'Y.#*E,?.$%",_(.0<E,!'*"6E,S132g"(6'#;f

Page 131: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries
Page 132: EUROPEAN · european communication monitor 2019 exploring trust in the profession, transparency, artificial intelligence and new content strategies. results of a survey in 46 countries