The Rising Gen Z Tide

Barnes & Noble Education Survey Finds 94% of Currently and Soon-to-Be Registered College Students Plan to Vote in 2020 - Seite 2

Trust Deficit: Media Bias and the Search for Solutions

While Gen Z wants to stay well-informed on the political issues driving the 2020 presidential race, the report shows that concerns regarding disinformation have increased since last year and are influencing how students view media. Written news publications (such as the Wall Street Journal and the New York Times), were designated as trustworthy by just over half (52%) of Gen Z students, down from 62% in 2019. These publications were followed by rallies or political events (44%) and podcasts (41%), both of which saw similar drops in trustworthiness compared to 2019. Word of mouth remained the least trustworthy source of information according to almost half (47%) of students, while radio discussions and social media generated the most "not sure" responses. While just 23% say social media platforms like Twitter, Facebook, YouTube and TikTok are trustworthy sources of information, nearly half (48%) are not sure.

Despite these concerns, they continue to rely largely on social media platforms (67%) and major news networks (62%) to research candidates, taking potential biases into account in their approach. Most (84%) feel it is important to get information from unbiased sources, and 66% actively try to learn about opposing viewpoints on political issues. The challenge is that many (69%) find it hard to find unbiased informative sources, and most (70%) are not subscribed to any media outlet, limiting their options.

“For many college students, this November will mark their first time voting in a presidential election. If Gen Z turnout in the 2018 midterm election is any indication, college students are positioned to be a critical demographic in deciding the future of our country,” said Michael P. Huseby, CEO and Chairman, BNED. “Gen Z students have demonstrated that they are politically engaged and thoughtful about the issues of the day. Like many though, they may need additional support in navigating the unique challenges this year has presented. As members of the higher education industry, it’s important that we all work together to support and educate students in the weeks ahead, ensuring they are well-prepared to safely engage in this year’s election.”