Publicom: Media promotion more urgent than ever
Structural change and dwindling resources threaten quality journalism. Without state support for the media, important democratic functions in Switzerland are at risk. This is the result of a survey of experts conducted by Publicom.
Quality "statist" journalism is under pressure - not only from diminishing editorial resources, but also from a new kind of public sphere proliferating in comment columns and social media. An overwhelming majority of the Delphinarium expert panel believes that these new forms of communication are at least partially taking over the democratic functions of traditional journalism. However, the more the web is flooded with propaganda, disinformation, unverified news and ignorant expressions of opinion, the more irreplaceable quality journalism becomes. But this is in bad shape: In recent years, around half of the experts have noticed a decline in the quality of the Swiss media in terms of their democratic-political function, and two-thirds believe that there is a quality problem that will become even worse in the future.
Without media funding, important democratic functions are at risk
Only a small minority of experts believe that the Swiss media system can perform its democratic policy functions without state media funding. The vast majority, however, is of the opinion that without state media funding, important democratic policy functions would be jeopardized. What form this might take, however, is disputed. Both the current press subsidies and the subsidies for radio and television in Switzerland are viewed controversially.
In principle, subsidizing the press by reducing postal rates is considered reasonable by most. However, the system should be more selective. A strong minority, however, is in favor of abolishing the system, since the watering-can principle does not allow for targeted subsidies. In the area of radio and television, the principle that fee money is linked to a performance mandate meets with lively approval. A clear majority thinks it is right that the beneficiaries must fulfill certain programming tasks.
Under the term Delphinarium, Publicom, which specializes in media research and consulting, publishes the results of a survey of experts twice a year. The panel includes forty experts from leading media companies as well as representatives from advertising, media journalism, communications science and corporate communications.
Detailed report under Publicom.ch or Dolphinarium.ch.
