09/01/10 – Believe it or not: Who do you trust on health care?
by Scott DownesSenior Project Director, The Colorado Trust
In a statewide public opinion poll conducted on behalf of The Colorado Trust earlier this year, Coloradans were asked who were the most trusted sources of information on health care issues. While nurses were ranked at the top, only 49% of Coloradans said they were "very believable," followed by first responders, doctors and health care charitable organizations. Interestingly employers were next on the list, with nonprofit organizations and foundations, religious leaders, business leaders, health insurance companies, the news media and, finally, elected officials rounding out the list.
In July, a national survey by Gallup gauged the confidence in institutions such as the medical system, schools, media, banks, labor, business, government, organized religion and others. Of the 16 institutions rated, only three – the military, small business and the police – garnered more than 50% when people were asked if they had a great deal/quite a lot of confidence in each one.
Not surprisingly, confidence in institutions is waning, and has been for years – whether it is the mainstream media, government entities or others. Myriad factors are driving the trend, not the least of which is how, and from where people get information. As well, who people believe on any particular subject has changed over time. According to the Pew Project for Excellence in Journalism, 72% of Americans believe that most news sources are biased. Trusted messengers are less likely to be found in conventional institutions like news media, but more likely to come in the form of personal relationships, peer-to-peer information sharing and, in some cases, opinion "journalism" like talk radio or websites.
Both new and traditional media has become more and more fractured, and social media platforms have enabled information to spread fast and frequently, regardless of accuracy, balance or credibility. But because information sharing can now happen on a very personal basis, people are often more prone to believe an untruth stated by a friend, than a fact offered by a credible source. This creates an environment where misinformation spreads like wildfire and where people can enjoy a drive-through information diet, in which they can pick and choose what they watch, read or listen to.
On an issue like health care, this dynamic creates entrenched beliefs, where invariably the information one chooses to consume simply reinforces their beliefs, instead of questioning, clarifying or confirming them with credible information. Fiction becomes fact, myth becomes truth and views on health care are cemented by very political and deeply personal factors.
For health advocates, policymakers, providers, community leaders and other key partners working to improve and advance the health care system, these trends a challenging landscape to navigate. Still, some of the very same dynamics that help create entrenched and sometimes misinformed views on health care also offer unprecedented ways to communicate and connect with key audiences.
To that end, we are interested in hearing your comments and perspective about how social media impacts the flow of information in your work, and how the ways in which people get their information shapes how you communicate with your networks. As well, we want to hear from you about how you get your information on health care issues, and who you trust as credible messengers.
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