先說結論,這是一個以民調的結果,被刻意扭曲為國際專業報告的結論,意圖在貶低特定新聞媒體。
在完整報告第155頁中,可以找到這個分數的表格,但最底下有一個很重要的註解,表示該結果是來自於問卷的主觀判斷:「受訪者是否認為品牌可信為主觀判斷,分數為公眾意見的彙整,並非客觀評估其真實可信度。」
以下是英文原文以及翻譯。
PUBLIC OPINION ON BRAND TRUST Only the brands listed were included in the survey.
It should not be treated as a list of the most or least trusted brands, as it is not exhaustive.
Q6_brand trust. How trustworthy would you say news from the following brands is? Please use the scale below, where 0 is ‘not at all trustworthy’ and 10 is ‘completely trustworthy’. Details: 6–10 coded as ‘Trust’, 5 coded as ‘Neither’, 0–4 coded as ‘Don’t trust’. Those that haven’t heard of each brand were excluded. Whether respondents consider a brand trustworthy is their subjective judgement, and the scores are aggregates of public opinion, not an objective assessment of underlying trustworthiness.
公共意見:品牌信任度調查
本調查僅包含列出之品牌,並非最受信任或最不受信任品牌的完整名單,請勿將其視為全面性的排名。
Q6_品牌信任度:您認為以下品牌的新聞有多可信?請使用以下評分標準,0代表「完全不可信」,10代表「完全可信」。6至10分為「信任」,5分為「中立」,0至4分為「不信任」。未聽過該品牌者不計入統計。受訪者是否認為品牌可信為主觀判斷,分數為公眾意見的彙整,並非客觀評估其真實可信度。