Result
Digital development has undoubtedly expanded our communication channels and significantly changed the way we consume and share information. Accordingly, two out of five German citizens currently state that they are particularly influenced in their thoughts and actions by digital media - one in two agree with this statement when it comes to "traditional media". However, despite the strong influence of Twitter, Instagram and Facebook, online and offline newspapers, radio and television, all of these media have a much smaller impact on citizens than their personal relationships. Four out of five German citizens feel inspired and motivated by their family members. The influence of friends, acquaintances and neighbours is almost as high. Only scientists and experts have a similarly high level of influence, whereas politicians play a subordinate role and are only perceived as a source of influence by one in four.
Reasons
The immediate social environment remains the place of stability, support and trust - especially in times of uncertainty. Accordingly, relatives and friends serve as a source of inspiration and motivation. They provide people with ideas, motivate them to make changes and encourage them to reflect. The feeling of familiarity and togetherness is valued, as is the certainty of being able to count on advice and support even in the event of conflicts and crises.
Unlike in the personal sphere, the influence of experts can be attributed to their professional expertise. Here, people hope for information, background knowledge and objective advice in order to broaden their perspective and possibly change their behaviour.
The close connection to the social environment and trust in experts contrasts with the desired closeness and trust in politicians. There is a lack of emotional connection and credibility here - instead, a lack of proximity to everyday life and communication skills, party politics and egotism as well as a lack of expertise and steadfastness are perceived.
Over time, digital and traditional media have developed into powerful instruments of influence that reach every citizen almost anytime and anywhere. They offer numerous advantages, such as quick access to a wide range of information, the ability to follow current events in real time or platforms that present different perspectives. Whether old or new media, both have the power to influence social discourse and promote movements. Their influence on citizens is correspondingly high. However, this also comes with challenges. In particular, information overload and the difficulty of distinguishing between credible sources and disinformation create mistrust. Reports of fake news and manipulated information encourage scepticism towards the media and their intentions.
Forecast
Turning to family and friends as a source of food for thought and motivation will continue in the future. Especially in times of increasingly complex challenges, they will remain a familiar place of stability and inspiration.
The distance to politics will not diminish in the short term and requires a fundamental reorientation. In addition to the often-cited increased citizen participation, more transparent communication or greater involvement in citizens' everyday issues, authenticity, transparency and trust should be at the centre of efforts.
(Digital) media will continue to be confronted with the battle against the mistrust of their users. To counter this, innovative solutions must be developed to increase credibility and combat disinformation. Mechanisms such as verified information sources or improved transparency measures will be a first step.
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