Media Plurality Phase 3: Qualitative Research

Media plurality is the cornerstone of a well-functioning democratic society in which citizens are exposed to a wide range of viewpoints from a variety of different sources, and where any one media owner, or voice, does not have too much influence over public opinion and the political agenda.

Ofcom has statutory duties in this area which include securing and maintaining a sufficient plurality of providers of different TV and radio services.

We are interested in understanding how some potential interventions affect online news user behaviour, in terms of the news outlets they subscribe to and interact with, and the resulting 'media plurality outcomes'. The desired outcome of a high quality and richly varied news media landscape anchored by trusted, accurate and impartial news from our public service broadcasters is well informed citizens, who have easy access to different information sources and voices that help them to form opinions without the undue influence of one dominant opinion-forming power. These 'media plurality outcomes' can be measured in research terms by looking at the diversity of content to which they are exposed to, the breadth of news consumption, knowledge of topical news and current affairs issues, levels of trust in public institutions and the media, and levels of polarisation in political viewpoints. This will be discussed in more detail with the agency on commission.

To do this we wish to commission a research partner to undertake an ethnographic qualitative study that help us understand the impact of some potential remedies on the behaviours and attitudes of online news consumers. This new research will help us assess which remedies might be effective in addressing the impact of social media use on media plurality in the UK and will be published as part of a consultation.