On March 11th in Rome, the 19th Report on Communication was held at the initiative of Censis, titled "The True and the False." Focusing on the often nebulous distinction between true and false in the digital age, the report examines the evolution of the Italian media system, analyzing it starting from the most current macro-areas: channels and nature of information, social media, television series, artificial intelligence, and the evolution of language in public debate.
Media Diets of Italians in 2023
In 2023, the Italian media landscape reveals a series of significant trends. Television remains a stronghold with 95.9% of Italians using it, registering an increase of 0.9% compared to the previous year and a significant increase in internet TV, involving over half of the population (56.1% of users, +3.3% in one year). Radio also maintains a strong presence with 78.9% of users, despite a slight decline of 1.1%. The internet continues to consolidate as a communication platform with 89.1% of users (+1.1%), showing a strong overlap with smartphone usage (88.2%) and social networks (82.0%). However, the crisis of print media continues with a significant reduction in readership of print newspapers (-3.4%) and a decrease also for online newspapers (-2.5%). Book reading shows contrasting signs with an increase in readers of print books (+3.1%) but stability for ebook readers (-0.6%). In general, among young people, there is a consolidation in the use of online platforms, with WhatsApp (93.0%) and YouTube (79.3%) leading preferences. Spending on phones and telephone equipment records a considerable increase (+727.9%), while spending on books and newspapers undergoes a significant decline (-38.2%). These data highlight a series of changes and continuities in the media behavior of Italians in 2023, reflecting the evolution of technologies and consumer preferences.
Information: the resurgence of Social Networks
In 2023, a significant transformation is observed in the Italian media landscape, with a decline in traditional sources of information in favor of digital ones. A new trend emerges with the entry of some social networks into the category of information sources, diluting the user base of consolidated digital media. Although newscasts, while maintaining a prominent position, experience a decrease in viewership (-2.9% compared to 2019). In the digital context, Facebook records a reduction of 5.5%, while search engines grow by 6.2%. Both news websites and digital newspapers lose users. Among social networks, YouTube emerges as an information source with an increase of 6.6%, followed by Instagram. Preferences regarding news show a predominance of national politics, lifestyle, and sports. In summary, while radio, television, and print remain grouped in terms of reliability, there is a reduction in the gap with the web and social networks.
Seeking Independence and Quality
The information landscape in 2023 reflects a strong polarization among preferred media. On one hand, there are those who prefer mainstream media for professional and authoritative information, while on the other hand there are those who seek more direct information, free from conditioning, albeit exposing themselves to risks. A considerable portion of people distrust major media, attributing political biases to them (77.7%) and economic interests (72.3%). However, a minority (48.1%) admits to trusting only information from sources outside of major media. Information quality is seen as expensive to verify (74.6%), and interpretation of news by experts is considered important (73.4%). The distinction between true and false news is perceived as difficult (72.6%), and many news stories can create confusion (67.5%). However, publishers' responsibility is seen as a guarantee of truthfulness (56.7%). A significant portion of users approaches information through visual messages, using online applications on smartphones (83.7%), using them for both targeted searches (37.9%) and comprehensive viewing (28.2%). However, some only read headlines due to lack of time and the abundance of sources (13.2%).
Television Series: the triumph of personal TV
Current television series stand out for their flexible and on-demand consumption through digital platforms, allowing viewers to decide when and where to watch them. 58.7% of Italians follow them at least once a week, with 34.8% doing so at least three times. Women show greater interest, with 65.2% regularly following them. Preferences vary with age: the age group between 30 and 44 has the highest overall users (62.7%), while those over 65 are more loyal (36.8%). Motivations include convenient access (32.9%), episode brevity (31.6%), and the possibility of binge-watching (30.9%).
Artificial Intelligence: Opportunity or Threat?
74.0% of Italians believe that the effects of Artificial Intelligence are currently unpredictable. However, they express clear opinions on possible future impacts: 73.2% think that machines will never be able to develop true intelligence like humans, but at the same time, 63.9% fear the loss of human empathy due to dependence on interactions with machines. Concerns about economic disparity (72.5%) and effects on employment (65.5%) are high, while 43.0% believe that AI will create jobs in new sectors. Cybersecurity worries 71.3% of respondents, while 55.9% expect an improvement in healthcare thanks to AI. Finally, 41.0% fear that AI may reduce students' study.
Politically Correct: Giving Importance to Words
Recently, there has been increased attention to sensitivity in how words regarding aspects such as physical appearance, gender identity, or ethnicity are used. The concept of political correctness has emerged in response to this concern. The majority of the population (76.9%) supports the regulation of media language use, especially regarding physical appearance (overweight people, obese, disabled, etc.). Offensive expressions regarding religions, sexual orientation, gender identity, and ethnic differences are also viewed unfavorably (74.0% - 72.5%). However, 69.3% are bothered by excessive sensitivity to phrases considered inappropriate. Additionally, 57.7% fear that linguistic correctness standards may homogenize opinions, while 57.1% believe in freedom of expression without censorship. Some are concerned about Cancel Culture, with 21.4% believing that works of art from the past that offend current sensibilities should be eliminated.
Conclusion
In summary, the analysis of the presented data reflects a complex and constantly evolving landscape regarding Italian media habits and related social dynamics. While trends such as the increasing consumption of digital content and concerns about the impact of Artificial Intelligence emerge, there are also issues of sensitivity in the language used in the media and the complexity of reactions to the so-called 'politically correct.' These phenomena pose significant challenges and opportunities for contemporary society, requiring ongoing reflection on the communicative and cultural dynamics of our time.
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