london controversies fake news damage trust media unite state elsewhere impact far bad social media online-only outlets traditional print tv outlets survey find research data company kantar survey 8,000 people unite state brazil britain france find newspapers magazines tv news outlets retain great measure public trust digital specialists unite state mainstream media report online spread fabricate stories aim help donald trump win presidency last year meanwhile trump accuse mainstream media produce fake news overall 58 percent survey say result become aware fake news less trust social media news stories politics elections mainstream media figure 24 percent efforts brand mainstream news media fake news largely fail kantar say survey draw link depth coverage trust level find show much high proportion people rat magazines tv news channel radio newspapers highly in-depth commentary analysis social media news news audiences far dumbing demand serious content provision type content help deepen nature consumer relationships news organizations offline online survey say kantar say analysis show usage expression fake news surge mainstream news around time u.s. presidential election november 2016 peak trump first day office january year however lack consensus clarity definition origin fake news ask expression mean 58 percent respondents say refer stories deliberately fabricate mainstream news organization forty-two percent say describe stories put someone pretend news organization four countries survey brazil high proportion people believe fake news influence outcome elections country 69 percent unite state figure 47 percent term fake news use u.s. president frequently come surprise u.s. audiences aware impact survey say brazil however although national election hold since 2014 series corruption scandals likely raise news audience sensitivity political news fake news hurt trust media mainstream outlets fare good poll