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Healthy Scepticism Across the Board: A Study on Media Perception in Sudan

Berlin: Media in Cooperation and Transition (MiCT) (2020), 18 pp.
"Social media is the most dominant source of news, with television and radio both declining in popularity amongst young audiences. Social media is popular due to its accessibility and speed of reporting events. Countering the commonly high popularity of radio in Africa, radio was seen as outdated and out of touch by the participants. Focus group participants suggested a generational gap with their parents’ generation more likely to consume radio. Audiences are engaging with international news content that is relevant to Sudan such as the US elections, conflict in Ethiopia, but are mainly interested in home news from government formation to the normal-isation of Sudanese relations with Israel. Coverage of events outside of Khartoum is seen to be weak and lacking, in particular for audiences based in marginalised areas such as Nyala who are more interested in local news from their area. They do not consider national television representative of their needs and are therefore more likely to follow local influencers on social media. Audiences are acutely aware of the lack of accuracy in the media and ubiquity of fake news and gossip. Credibility of social media accounts was assessed according to the number of followers that the account had, the longevity and history of the account as well as by levels of accuracy. Verification processes are used and consist mainly of cross-checking with official pages and sources, family, friends and colleagues. At the same time, exchange with families and friends was also seen to be contributing to the growing amount of disinformation in Sudan. Government communications with citizens is seen to be in disarray and this is contributing to the declining trust in institutions including the media. Trusted sources and information providers come however in the form of the individual Facebook pages and social media accounts of politicians and journalists." (Executive summary, page 7)