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NORC at the University Chicago

The Media Insight Project

Multiracial teenager listening to music with earphones and looking at her phone while traveling on the subway.
Examine the public’s consumption of and attitudes toward media and journalism
  • Client
    American Press Institute
  • Dates
    2014 - Present

The Media Insight Project is a collaboration between the American Press Institute and the AP-NORC Center for Public Affairs Research to conduct high-quality, innovative research to inform the news industry and the public about important issues facing journalism and the news business.

The Media Insight Project brings together the expertise of both organizations and their partners and involves collaborations among key staff at the American Press Institute, NORC at the University of Chicago, and the Associated Press.

Among its findings:

  • A 2022 survey showed that members of the Gen Z and Millennial generations were active consumers of news and information, with nearly a third of them willing to pay for it. But their trust in the press was low, with many experiencing digital fatigue. They were also worried about misinformation in both traditional and social media.
  • A 2021 survey found that Americans didn’t universally embrace core values that guide journalistic inquiry. Uneasiness with these core values of journalism was more connected to people’s underlying moral instincts than to politics.

Details on Media Insight Project surveys can be found on the AP-NORC Center’s website.

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