Survey Report

Public Trust in Media and Political Information Ecosystems in Assam

Sabal Bharat Foundation conducted a survey titled “Public Trust in Media and Political Information Ecosystems in Assam” to understand how citizens in Assam access news, the level of trust they place in different media platforms, and the role of media in shaping political awareness and public opinion. The study also explored perceptions of media bias, misinformation and political engagement in the digital age.

The findings presented in this report offer preliminary insights into emerging trends and public perceptions. They are intended to inform future large-scale studies and contribute to discussions on strengthening media literacy and democratic participation in Assam.

News Consumption Patterns

The survey indicates a high level of interest in current affairs among respondents.

Approximately 83% reported following the news on a daily basis, while the remaining respondents accessed news several times a week. Around 67% spent between 30 and 60 minutes each day consuming news.

Newspapers and online news portals emerged as the most frequently used sources of information, followed by television and social media platforms.

Trust in Media

The findings suggest that traditional print media continues to enjoy relatively high levels of public confidence.

Among respondents expressing a preference, 100% identified newspapers as their most trusted source of news. Television channels and online news portals received moderate levels of trust, while social media platforms were viewed with comparatively greater caution.

Perceptions of Political Bias

Perceptions of political bias in the media were widespread.

Approximately 80% of respondents believed that media organisations in Assam exhibit some degree of political bias. Among these respondents, many perceived the bias to favour the ruling establishment, while others believed that corporate interests also influence editorial decisions.

These findings reflect growing public concern regarding the independence and neutrality of news reporting.

Social Media and Political Information

Social media has become an important channel for accessing political information.

A large majority of respondents indicated that they receive political news through platforms such as WhatsApp and Facebook either regularly or occasionally.

Interestingly, 100% of respondents stated that they do not knowingly share political news without first verifying its authenticity. At the same time, nearly all respondents reported encountering misleading or false political content online either frequently or occasionally.

Most respondents also expressed moderate to high confidence in their ability to identify fake news.

Political Awareness and Engagement

The survey indicates moderate levels of political engagement among participants.

Approximately 50% reported having participated in political discussions on online platforms. Most respondents believed that media influences their political opinions to a moderate or limited extent rather than strongly.

Opinions were divided on whether media effectively enables citizens to make informed electoral choices, indicating that respondents recognise both the informative and potentially misleading aspects of contemporary media.

Major Concerns Identified

The qualitative responses highlighted several recurring concerns regarding the media environment in Assam:

• Increasing political bias in news reporting.

• Sensationalism and click-driven journalism.

• Declining credibility and public trust in media institutions.

• Growing dependence on government and corporate advertising.

• Insufficient scrutiny of those in positions of power.

• Rapid spread of misinformation through digital platforms.

Suggestions for Improvement

Respondents suggested several measures to improve political journalism and strengthen public trust:

• Ensuring greater editorial independence.

• Promoting impartial, fact-based reporting.

• Increasing coverage of grassroots and local issues.

• Strengthening fact-checking mechanisms.

• Enhancing transparency regarding media ownership and funding.

• Encouraging greater use of the Right to Information (RTI) Act by journalists.

• Holding governments and public officials accountable through investigative reporting.

Conclusion

The survey indicates that newspapers continue to command greater public trust than television or social media platforms. However, concerns regarding political bias, sensationalism and misinformation remain significant.

The findings also reveal a growing demand for independent, transparent, and evidence-based journalism that prioritises public interest over political or commercial considerations. As digital platforms increasingly shape political discourse, strengthening media literacy and promoting responsible journalism will be essential for fostering an informed and participatory democracy.

Since this is a study with a small number of respondents, the findings should be interpreted as indicative rather than representative of the broader population of Assam. Nevertheless, they provide valuable direction for future research involving a larger and more diverse sample across the state.