Eva: Finns' trust in media increases

The most trustworthy media were named in the survey as Yle, STT and MTV.

Someone reading Helsingin Sanomat.
Helsingin Sanomat is one of the most trusted media outlets in Finland, only slightly less trusted than Yle. Image: Henrietta Hassinen / Yle
  • Yle News

Finns trust domestic media sources more than before, according to the business lobby think tank EVA's latest research.

More than 60 percent of respondents said they get diverse and accurate information about world events. That suggests Finns' opinion of media performance has improved since the 1980s and 1990s.

Finns regard Yle as a trustworthy news source. Some 76 percent believe Yle's news presents an accurate picture of events in Finland and the world.

The Finnish news agency STT is trusted by 69 percent of respondents, and the commercial broadcaster MTV by 65 percent. Helsingin Sanomat has the trust of 61 percent of respondents.

Although overall trust is at a good level, some 70 percent of Finns said they feel that media focuses too much on commercial considerations.

In addition, 67 percent said media was too focused on sensationalising news, and 63 percent criticised what they perceive as the shallow and entertainment-focused news agenda.

Right-wingers say Yle is left-wing

Of the main national media outfits, Yle is regarded by respondents as furthest to the left on the political spectrum: 40 percent of respondents say they feel that Yle's content emphasises left-wing perspectives more than other media.

That opinion was most common among respondents who vote for the National Coalition and Finns parties.

Nearly half of respondents, 49 percent, said that Yle does not emphasise left or right-wing views.

Helsingin Sanomat is viewed slightly differently: around a third view HS as left-wing, while a quarter think it is on the right. Some 29 percent say it is neither left nor right, according to EVA's poll.

STT is broadly viewed as neutral.

EVA's Values and Attitudes survey was conducted in October last year, and was answered by around 2,000 people. The margin of error is +/- 2-3 percentage points.

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