Bhutan’s first-ever Media Perception Index reveals a shifting media landscape with social media now the most used source of information, but not the most trusted. The study highlights that Bhutanese still place greater trust in traditional media such as newspapers and television, even as digital platforms gain ground.
According to the survey, social media is the most used source of information, primarily due to its instant, accessible, and interactive content.
It is also due to widespread mobile phone ownership and internet access.
Social media serves a multifunctional role for news, entertainment, and communication, allowing rapid information sharing and overcoming geographical challenges.
Traditional media such as BBS TV and major newspapers continue to enjoy strong public trust because of their long history, national importance, and perceived reliability.
Many Bhutanese tend to accept information from local sources without questioning it, which adds to their confidence in these sources.
“While social media has surpassed traditional media in popularity, trust in it remains low. There is a big gap between how much people use social media and how much they trust it. Overall, people still trust television and newspapers more,” said Rinzin Wangchuk, the executive director of JAB.
“So, we need to build trust and credibility of social media even as we try to support traditional media, adapt to new technologies and social media changes,” said Needrup Zangpo, the chairperson of JAB.
This citizen survey covered some 700 respondents in 14 districts.
The survey aims to understand how the public views and feels about the media.
“This is the first time this kind of survey has been conducted. Moreover, now with digitisation and social media, we also need to look into how relevant mainstream media remains in this changing environment of the media landscape, not only in Bhutan but throughout the world,” said Binod Pradhan, the chief information and media officer with DoMCIIP.
The survey reveals that Bhutanese media should focus on improving accuracy, credibility, and independence to build public trust.
It also recommends expanding content in local languages and digital formats, while focusing more on local and rural issues to broaden their reach.
Karma Wangdi
Edited by Tandin Phuntsho
