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Politics, Polarization and PurposeJanuary 2021
Not credible
Moderately Credible
Credible
20%
13%
67%
Credibility of the U.S. Presidential Election U.S. General Public*
*includes 166 respondents who believed Trump would be inaugurated on 1/20
Election Impact on Polarization
Polarization will stay the same or increase
84% 84% 86%U.S. General Public Journalists PR Professionals
1221
162222
3122
177107
1628
1313
3717
1431
9
4556
5457
5045
3954
5245
4253
4961
4634
4947
3949
4323
3022
2825
3929
4145
5131
2326
4230
3439
3043
Access to affordable healthcareCollege tuition
Consumer confidenceCooperation between Republicans and Democrats in the U.S. Congress
CrimeDisinformation or fake newsGrowth of the U.S. economy
Gun ownershipImmigration to the U.S.
LGBTQ+ rightsMinimum wage
Polarization of opinion on social issuesRacism
Religious freedomTaxes
U.S. cases of COVID-19U.S. stock market values
U.S. trade with other countriesUnemploymentWomen's rights
Decrease Stay Same Increase
Impact on U.S.U.S. General Public
1111
1515
1816
131211
829
228
51515
910
1417
9
6564
6769
5765
6170
6166
5448
6671
645768
7163
6059
2426
1815
2519
2718
2826
1730
2623
2129
2219
2423
32
My personal commitment to social changeMy engagement in the political process
My involvement with activist groupsMy participation in public protests
My consumption of news mediaMy engagement on social media
My interest in learning about other ethnic groupsMy empathy toward people who disagree with meMy willingness to listen to different points of view
My patriotism for the U.S.My desire to move to another country
My trust in governmentMy belief in science
My support of brands who share my valuesMy confidence in law enforcementMy faith in the democratic process
My faith in religion My charitable givingMy standard of living
My desire to travel to other countriesMy commitment to wearing a mask in public places
Decrease Stay Same Increase
Impact on BeliefsU.S. General Public
8576
8982
72
59 57
67
49
66
8374
82 82
70
57 54
68
43
67
0
10
20
30
40
50
60
70
80
90
100
Reputation ofthe U.S.
Traderelationshipswith the U.S.
Initiatives toaddressclimatechange
Efforts tocurb thespread ofCOVID-19
Politicalstability
Trust ingovernmentinstitutions
Growth ofactivism
Support forimmigration
Reputation ofU.S.
corporations
Civildiscourse
Professionals Journalists
Positive Impact on Global AffairsPR Professionals
3516
838
1015
2320
148
5058
1445
6242
4034
6251
1527
7817
2943
3746
2442
Consumer consumption of traditional news
Credibility of the news media
Credibility of the White House Communication team
Amount of news dedicated to politics
Consumer engagement on social media
Use of social media for political purposes
Spread of fake news or disinformation
Proliferation of conspiracy theories
Balanced news coverage of societal issues
Regulation of social media platforms
Decrease Stay Same Increase
Impact on MediaJournalists
66
37 3733 32
0
10
20
30
40
50
60
70
Diversity of thecommunications
workforce
Ability to attractglobal talent to the
communicationsindustry
Corporate investmentin PR vs. Advertising
Employmentopportunities in the
communicationsindustry
Growth of the UScommunications
industry
% of PR Professionals Who Expect an Increase
Impact on Communication Industry
Impact on Business
72 7063 60 60 60 59
0
10
20
30
40
50
60
70
80
Activist demandsplaced onbusiness
Employeeexpectations ofcompany role in
society
Consumerexpectations ofbusiness role in
society
Public focus onCEO's character
Consumerpurchase
decisions basedon company
values
Gov't regulation ofbusiness practices
CEOs taking apublic stand onsocietal issues
% of PR Professionals Who Expect an Increase
Impact on Purpose
60 6055
49
39 39 37 3630 29
0
10
20
30
40
50
60
70
Conductingdiversity and
inclusiontraining
Hiring morediverse staff
Developingpurpose-drivencommunication
campaigns
Communicatingcompany
values
Communicatingwith greatertransparency
Listening to theopinions ofemployees
Promoting amessage of
national unity
Taking a publicposition on
social issues
Encouragingemployeeactivism
Partnering withactivist
organizations
% of U.S. PR Professionals Who Expect an Increase in Activism
8682 80 78
68 63 63 6053
48 48 45 42 4134 32 28 25 24 21
0
10
20
30
40
50
60
70
80
90
100
% of U.S. PR Professionals Who Expect an Increase in Activism
Impact on Activism
59
3835
26 2621
16 15 1510 9 9 8 6 5 4 3 3 3 3
21
0
10
20
30
40
50
60
70
U.S. PR Professionals: % Where Company Will Take a Public Stand
Impact on Company Causes
Impact on Personal Outlook
15%9%
76%
42%
12%
46%
Left Overall Right
23%
15%
63%
Negative OutlookNeutral OutlookPositive Outlook
U.S. General Public
Impact on Unity vs. Civil Unrest
23%
29%
48%25%
40%
35%
General Public PR Professionals Journalists
22%
40%
37%
Civil UnrestNeither/BothNational Unity
Impact on Mutual Respect Between Professions
PR Professionals Journalists
% Who Expect a Positive Impact As An Election Outcome
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