A Surprising Turn in Public Sentiment

For the first time since records began in 2020, the tide is turning in New Zealand. Public trust in news has experienced a notable increase, marking a potential shift in how citizens perceive the role of journalism in a digital age.

According to the latest report from the AUT Research Centre for Journalism, Media and Democracy, 37% of respondents now trust the news generally, a jump from 32% the previous year. Even more striking is the fact that 50% of people now trust the news they personally consume, up from 45% in 2025.

While these numbers may seem low in absolute terms, the upward trajectory is significant. For years, the trend had been a steep decline, reflecting a global crisis of confidence in traditional media. This sudden uptick suggests that the public may be rediscovering the value of professional reporting.

The 'AI Backlash': Why Verified Facts Now Matter More

What is driving this sudden shift? Experts believe the catalyst is the explosion of disinformation (intentionally false information spread to deceive) and deepfakes (hyper-realistic but fake images or videos created by AI).

In recent years, the internet has been flooded with what is known as AI slop (low-quality, AI-generated content designed to farm clicks or manipulate opinions). As people encounter more of this 'digital noise,' they are becoming more conscious of the need for verified facts—information that has been checked for accuracy by a human professional.

"Traditional news networks and journalists will end up regaining trust, because there will be no way to tell whether something is AI bullshit or not."

This sentiment highlights a paradoxical trend: as technology makes it easier to lie, the value of a trusted human editor increases. The survey revealed that when people encounter suspicious news, more than half turn to a trusted news source to verify it, while only 8% rely on a chatbot for verification.

Moving Past the Pandemic Polarisation

Beyond the influence of AI, there are signs that the social scars of the COVID-19 pandemic are beginning to heal. During the pandemic, New Zealand saw a surge in social discord and a rise in conspiratorial thinking regarding government mandates and media coverage.

Interestingly, the latest data shows a decrease in focus on the now-defunct Public Interest Journalism Fund (a government support package that critics viewed as a 'bribe' for favorable coverage). There is also a noticeable decline in conspiracy theories claiming that climate change is a coordinated hoax by the media.

However, the landscape remains fragmented. The survey captured a wide spectrum of distrust:

  • Right-leaning respondents often describe mainstream media as "woke" or biased toward the left.
  • Left-leaning respondents argue that media outlets are owned by the wealthy and push a right-wing agenda.

Despite these opposing views, there is a shared, underlying desire for a more reasonable national conversation as the extreme polarization of the pandemic era fades.

The Demand for Editorial Independence

One of the most critical findings of the report is the public's fierce protection of editorial independence (the principle that journalists should be free to report the truth without interference from owners or politicians).

When asked how they would react if company managers or board members interfered with editorial decisions, the responses were overwhelming:

  • 43% stated their trust in the outlet would decline immediately.
  • 27% said they would consider cancelling their paid subscriptions.

Combined, 70% of respondents explicitly reject commercial or political meddling in the newsroom. This suggests that the public does not just want "the truth," but specifically wants truth that is independent of corporate or political influence.

The Enduring Value of Professional Journalism

Despite the rise of social media, 61% of respondents still prioritize traditional news media as a primary information source. This indicates a lingering respect for the professionalism and accountability (the obligation to explain actions and correct mistakes) inherent in established journalism.

Those who still trust the news cited specific reasons for their confidence:

  • Verification Processes: The use of multiple reputable sources to confirm a story.
  • Transparency: An understanding of how the news is produced and its inherent limitations.
  • Integrity: A belief in the ethical standards of professional journalists.

For many, the ability of a news organization to admit a mistake and issue a correction is a sign of strength and reliability, rather than a reason for distrust.

A Cautious Outlook: The Long Road to Recovery

While the recent increase in trust is a welcome sign, it is important to maintain a sense of perspective. The overall trend since 2020 remains downward; trust has dropped from 53% in 2020 to the current 37%.

However, the industry is fighting back. News organizations have increased their transparency and improved their verification processes to win back the public. Additionally, state-owned broadcasters have been tasked by the government to make public trust a key performance metric.

As the world grapples with an overload of misinformation, the public is reacting by returning to the basics: accuracy, independence, and human verification. While it is too early to declare a full recovery, the shift suggests that in an era of artificial intelligence, the human element of journalism is more essential than ever.