New Zealand / Internet

Audiences switching off broadcast media to avoid harmful or offensive content

10:01 am on 10 September 2024

Photo: 123RF

Half of Māori, Pacific, Asian and Muslim audiences are switching off broadcast media to avoid harmful or offensive content, new research has revealed.

The Broadcasting Standards Authority has studied the impact of harmful content on diverse communities, as well as how well they are served by the broadcasting standards regime.

It found social media was the most cited platform for seeing offensive material - followed by free-to-air TV and online news sites.

That included content inciting conflict, reinforcing stereotypes, misinformation, unbalanced reporting and jokes or attacks about people's differences.

It found more than three-quarters of Māori, Pacific Peoples, Asians and Muslims surveyed felt exposure to that content was a problem in New Zealand.

More than half said they avoided viewing or listening to TV or radio because they felt there was too much misinformation and inappropriate content.

BSA chief executive Stacey Wood said it was saddening to see the extent of feelings of anger, hurt and rejection content caused - and the research would be useful in informing future BSA decisions.

"Our research gives sobering insights into these communities' experiences of harm and their perspectives on the weight to be given to freedom of expression in different scenarios," she said.

"They also raise serious issues to be tackled in any reform of content regulation, including the need for a regime that effectively addresses social media - seen as the key channel for spreading offensive content."

Future reforms should consider the cumulative impact of harmful content, she said.

"With other research highlighting concerns over falling trust in media generally, our survey also gives some insight into what might be impeding trust and engagement with content among the communities we surveyed."

The research was conducted for the BSA by AK Research & Consulting, and involved focus group discussions followed by an online survey of 493 members of Māori, Pacific, Asian and Muslim communities.

Other findings included:

  • Between 40 and 60 percent of each community believed stronger limits on freedom of expression were needed to prevent harm.
  • While social media was considered the most prevalent and harmful source of offensive content, conveying social media in mainstream media was seen as helping to legitimise it.
  • The "relative anonymity" of talkback radio and social media was seen as encouraging more extreme views to be voiced.
  • Focus groups acknowledged many instances of harmful content may appear minor, but its prevalence builds cumulatively into something much more harmful.
  • Harmful content impacted people's confidence, mental health and self-esteem.
  • However, many of those surveyed felt others should be able to say what they want, because audiences could choose not to listen or read the content.
  • Most people making formal complaints first turned to the Human Rights Commission, then the BSA.