Trust, once considered journalism’s most valuable currency, is becoming increasingly difficult to earn and even harder to keep in a media landscape infiltrated by misinformation, according to a recent report.
ACMA updated their News Media in Australia report in May to reflect the current media landscape over the last decade. The survey has reflected the growing separation between news outlets and the people they are writing for.
ABC Illawarra Radio Programs Producer, Jake Cupitt, who has been part of the national broadcaster for a decade, said it was important journalists share all sides of a story in a world of biased media.
“If there’s a perception that we are keeping information, that can only degrade the trust that the public has in us,” Mr Cupitt said.
“It is our duty to show them we are not hiding anything from them and that reinforces trust.”
ABC News – whilst still steadily declining – has remained the most trusted news source in Australia over the last five years. Launched in 1932, the outlet places a focal point on publishing unbiased stories that accurately reflect the lives and stories of people across the nation.
The outlet follows the ‘ABC Charter’, a legislative framework that outlines the standards in which all branches and reporters under the ABC must adhere to, alongside standard Australian media laws. These guidelines are designed to ensure the public can have confidence in the ABC’s reporting and editorial decisions.
“Trust is dangerously eroding away because other types of media are proliferating in the landscape that we observe,” Mr Cupitt said.
“There are actors who want to deceive the public for their own benefit.”
According to ACMA, one third of Australians feel they cannot trust the news, increasing five per cent since pandemic lockdowns in 2021. While 40 per cent said they rely on news websites purely for ease of access, only 29 per cent believe that these news outlets get the facts right.
The figures suggest that convenience is increasingly driving news consumption, even as confidence in the accuracy of reporting continues to decline.
The University of Canberra’s 2025 Digital News Report has investigated the way that Australians are recognising and responding to fake news.
Vice Chancellor and president, Bill Shorten has acknowledged the growing role that misinformation plays in the public’s distrust in mainstream news in the foreword of the report.
“In recent years, we have seen an alarming rise in mis and disinformation and witnessed the damage this has caused in the community, sowing distrust, threatening social cohesion,” Mr Shorten said.
Interest in local news rose six per cent in 2025 from 2020, despite a fall in general news interest over the same timeframe. This demonstrates an increase in satisfaction with community outlets, in spite of reduced overall trust.
The Kiama Bugle has been an independent newspaper located in the Illawarra since 2014, owned by the Regional Media Group and run by local editors. Their website boasts that they have remained ‘the Kiama region’s trusted source for local news’, and this belief goes beyond just words on a webpage.
Editor Amy Molloy, has worked as a journalist for twenty years, writing for news outlets such as The Daily Mail and The Guardian before stepping into her role at The Bugle. Ms Molloy left the big leagues behind with the intention of creating a lasting relationship with readers in her community.
“I’ve never had as much of an intimate relationship with readers or felt like I’m doing important journalism than working at a community paper,” Ms Molloy said.
“Someone can literally walk into our office and meet our team.
“We’re not just this faceless journalist on the internet.”
The Digital News Report has shined a spotlight on the importance of bringing news to the people, rather than expecting the people to follow the news to each corner of the world.
Journalism that prioritises locals is evidently deemed to be more trustworthy in the eyes of people who are most affected by misinformation – the readers.
Readers are turning to local sources of truth like The Bugle in times of need now more than ever, evolving into the digital space to keep Australians up to date with news that is relevant to them.
“As readers and journalists, we can all play a part in this big misinformation cycle,” Ms Molloy said
“We don’t want people to turn away from media, we still need accurate information.
“it’s just about being a bit more discerning about where you’re getting it from and how you pass it on to other people.”
Even as readers become more aware of misinformation, many still encounter news through platforms that have contributed to the problem.
Social media continues to play a major role in how Australians access news, creating ongoing tensions between audience reach and concerns about the spread of false or misleading information.
Facebook remains the most relied-on social media platform for readers to access news, despite its proven ‘sticky’ misinformation that particularly spikes around elections.
Due to its vast readership, news outlets also remain reliant on social media platforms like Facebook to distribute their content. This presents a cycle of distrust between readers, platforms and the journalists committed to truth-telling.
“From my perspective, I don’t foresee any immediate solution presenting itself until we collectively decide to get rid of social media altogether,” Mr Cupitt said.
“Then in that instance, I have no idea what we would do to distribute our products.”
As misinformation continues to evolve and reshape the way Australians engage with news, the digital landscape will decide whether trust can be rebuilt or if the divide between journalists and audiences will continue to widen.
For now, findings suggest that transparency, accountability and community connection may be news outlets’ strongest tools in regaining public confidence.
