The effect of fake news on trust in the media and guidelines for reducing its negative effects

Abstract

The audience is exposed to numerous contents from various sources, thanks to new media and the online sphere. This pluralism does not guarantee the quality of information, and the public and the media are facing numerous fake and inaccurate news and misinformation. Because of its prevalence, misleading information created and distributed with or without manipulative or malicious intent has called into question the work of the media and the process of informing the public. Available statistics show that in Serbia in 2022, the veracity of reporting in print media alone was violated 2,101 times, three times more than the previous year. The paper highlights the consequences of this kind of information to the public, such as the creation of alternative information sources and the formation of closed online communities. In these communities, individuals can be misinformed, which affects the way reality is perceived. The paper provides guidelines for reducing the impact of fake news and tries to recommend mechanisms and tactics for reducing their negative impact.