Most Americans say media coverage of religion too sensationalized

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1 Most Americans say media coverage of religion too sensationalized In a new survey of journalists and their audiences, less than one-fifth of reporters call themselves very knowledgeable about religion Diane Winston Knight Chair in Media and Religion Annenberg School for Communication and Journalism University of Southern California John C. Green Ray C. Bliss Institute of Applied Politics University of Akron

2 Report Summary This report is based on a telephone survey of a random sample of 2,000 adult Americans and a parallel online survey of a representative cross section of 800 reporters (see appendix for details on the survey). It has three parts: assessment of religion coverage by the public and reporters; the characteristics of the consumers of religion coverage in public; and the characteristics of the producers of religion coverage among reporters. Assessment of Religion Coverage, Key Findings: --Both the public and reporters rank TV news lowest in the quality and quantity of religion coverage compared to other media. But reporters rate online sources more highly than the public, and are more positive about the quality than the quantity of religion coverage by the media. --The public and reporters are interested in the same topics in religion coverage, but with a different emphasis. For the public, the top three areas of interest are spirituality; religion and American politics; and local church or denomination news. For reporters, the top two interests are in religion and American and international politics, with spirituality ranking third. --One-half of reporters say the biggest challenge to covering religion is a lack of knowledge about the subject. Only a fifth of reporters say they are very knowledgeable about religion, and most of these are mainly familiar with their own religious traditions, not the wider array of faiths and practices. Consumers of Religion Coverage, Key Findings: --One-quarter of the public is very interested in religion coverage, with two different audiences: Focused Consumers (high interest in religion and high media usage) and Specialized Consumers (high interest in religion and low media usage). 1

3 --Focused and Specialized Consumers of religion coverage tend to be highly religious, with minority Christians and white evangelical Protestants dominating these groups. However, almost two-fifths of the Focused Consumers are minority Christians, while white evangelical Protestants account for two-fifths of the Specialized Consumers. --Women make up a large majority of the Focused and Specialized Consumers of religion coverage. These audiences are more likely to live in the South, and are less affluent and older than the public as a whole. --The Non-Consumers of religion coverage are markedly less religious and much more likely to report no religious affiliation. They also tend to have more men, live in the West, be younger, and more affluent than the public as a whole. --Focused Consumers of religion coverage report higher levels of usage of all news media than the public as a whole, and far more than the Specialized Consumers. TV News is the most common kind of media used by both groups, which also report high usage of religious media. --Focused and Specialized Consumers of religion coverage are most likely to view religion as a force for good in society, to be critical of religion coverage, and to be interested in spirituality in coverage. Producers of Religion Coverage, Key Findings: --One-sixth of reporters say religion coverage is central to their job and one-fifth say it comes up frequently in their work. These factors identify the Focused Producers (religion is central and frequent in their work) as well as other less involved producer groups. --Focused Producers tend to be highly religious and the most diverse in terms of religious affiliation. Many are religion writers. In this regard, the Focused Producers are most like the 2

4 prime consumers of religion coverage. However, white evangelical Protestants tend to be underrepresented in all the producer groups. --The Non-Producers of religion coverage are markedly less religious and much more likely to report no religious affiliation. --Focused Producers do not differ sharply from other groups of reporters in demographic terms. They tend to be male, distributed across the country, affluent, and older. In these regards, reporters tend to differ from the prime consumers of religion coverage. --Focused Producers are most likely to work for newspapers, with a secondary concentration in TV and radio. --Focused Producers of religion coverage are most likely to view religion as a force for good in society, to be critical of religion coverage, and to be interested in spirituality in coverage. 3

5 Assessment of Religion Coverage: the Public and Reporters The impact of religion is a central feature in the coverage of religion, and at root, the American public and reporters have different perspectives on the topic. The public is sharply polarized on this issue: one-half (52.6%) says religion is on balance a force for good in the world, and about two-fifths (43.6%) say that religion is on balance a source of conflict in the world. Reporters are also fairly evenly divided between those who see religion more as a source of good (24.6%) or a source of conflict (19.3%). But more than one-half (56.1%) of reporters have a mixed view of the impact of religion, compared to less than one-twentieth of the public who say that religion is a mix of good and conflict (3.8%). In sum, the public has a starker perspective on the impact of religion, and reporters a more nuanced perspective. View of the Impact of Religion in the World The Public In your opinion, is religion more a force for good or more a source of conflict in today's world? More a force for good 52.6 A mix of good and conflict 3.8 More a source of conflict 43.6 Reporters In your opinion, is religion more a force for good or more a source of conflict in today's world? More a force for good 24.6 A mix of good and conflict 56.1 More a source of conflict

6 The public and reporters also have different perceptions about what makes for good religion coverage. More than two-thirds (69.7%) of the public says that they prefer coverage that emphasizes religious experiences, spirituality, practices, and beliefs. In contrast, more than threefifths (62.9%) of reporters say that the audiences they serve prefer religion coverage that emphasizes religious institutions, activities, events, and personalities. Preference for Content of Religion Coverage The Public Overall, do you prefer religious coverage with... An emphasis on religious experiences, spirituality, practices, and beliefs 69.7 An emphasis on religious institutions, activities, events, and personalities 30.3 Reporters Overall, does your audience prefer religious coverage with... An emphasis on religious experiences, spirituality, practices, and beliefs 37.1 An emphasis on religious institutions, activities, events 62.9 Topics of Interest in Religion Coverage. The public and reporters are interested in similar topics in religion coverage, but with a difference in emphasis. Overall, almost two-fifths (39.1%) of the public reports a great deal of interest in spirituality as a topic of religion coverage, and nearly as many (37.0%) have a great deal of interest in religion and American politics. A little less than one-third of the public express a great deal of interest in local church/denomination news (31.4%); and religion, science and medicine (31.3%); or in religion and international politics (30.6%). A little more than one-quarter of the public report a great deal of interest in religion, business and the economy (27.1%); followed by less than one-fifth interested in 5

7 national/international church or denomination news (19.3%). Finally, one-sixth of the public report a great deal of interest in religion, arts and entertainment (16.0%), and one-eighth in religion and sports (12.9%). Topics of Interest in Religion Coverage % A Great Deal of Interest The Public* Spirituality 39.1 Religion and American politics 37.0 Local church or denomination news 31.4 Religion, science and medicine 31.3 Religion and international politics 30.6 Religion, business and the economy 27.1 National/international church or denomination news 19.3 Religion, arts and entertainment 16.0 Religion and sports 12.9 Reporters Religion and American politics 48.4 Religion and international politics 41.8 Spirituality 34.5 Religion, science and medicine 24.4 National/international church or denomination news 21.8 Local church or denomination news 16.9 Religion, arts and entertainment 15.3 Religion, business and the economy 11.8 Religion and sports 2.9 *Asked of respondents who expressed an interest in religion coverage. 6

8 Almost one-half (48.4%) of reporters report a great deal of interest in religion and American politics as a topic of religion coverage, and about two-fifths have great interest in religion and international politics (41.8%). About one-third of reporters report high interest in spirituality (34.5%) and about one-quarter are interested in religion, science and medicine (24.4%). One-fifth (21.8%) of reporters have great interest in national/international church or denomination news. About one-sixth are interested in local church/denomination news (16.9%) a sharp contrast with the public; religion, arts and entertainment is also of interest to about one-sixth of reporters (15.3%). Finally, one-tenth reports a great deal of interest in religion, business and the economy (11.8%); very few are interested in religion and sports (2.9%). General Evaluations of Religion Coverage. The public and reporters also have different views on the quality of religion coverage. For example, two-thirds (66.5%) of the public agrees that there is too much sensationalism in religion coverage a view held by less than one-third of reporters (29.8%). The differences are less stark on other questions: one-quarter (27.2%) of the public says that religion coverage is accurate and fair compared to two-fifths of reporters (40.0%), and almost two-fifths (37.1%) of the public agrees that the news media is hostile to religion and religious people, while just one-quarter (24.6%) of reporters agree. In addition, the public and reporters have different views of public reactions to religion coverage. More than one-half (54.0%) of the public says that non-religious people are too sensitive about religion stories compared to one-third (34.4%) of reporters. At the same time, nearly three-fifths (58.9%) of reporters agree that religious people are too sensitive to religion stories compared to less than one-half (48.6%) of the public. 7

9 General Evaluations of Religion Coverage The Public % "agree" The news media focuses too much on scandals involving religion The news media does a poor job explaining religion in society Non-religious people are far too sensitive about religious stories Religious people are far too sensitive about religion stories The news media is hostile to religion and religious people Overall, the news media covers religion well Overall, the news media covers religion accurately and fairly There is far too much coverage of religion by the news media Reporters % "agree" Religious people are far too sensitive about religion stories Media does a poor job explaining the importance of religion in society Overall, the news media covers religion accurately and fairly Non-religious people are far too sensitive about religion stories Overall, the news media covers religion well Media focuses too much on scandals involving religion The news media is hostile to religion and religious people There is far too much coverage of religion by the news media. 6.7 However, there are points of agreement between the public and reporters. A majority of both groups agree that the news media does a poor job of explaining religion in society (57.1% and 51.8%, respectively). Similarly, less than one-third (30.3%) of the public agrees that overall, media covers religion well, a view held by about as many reporters (27.7%). And very 8

10 few consumers (14.3%) or reporters (6.7%) agree that there is far too much coverage of religion by the news media. The public and reporters also disagree on the major reason for the loss of audience for the media. Three-quarters (76.8%) of the public agrees that too much focus on sensational stories and scandals causes audience loss, a view held by less than one-third (29.0%) of reporters. In addition, almost one-half (47.3%) of the public says not enough attention to stories that are meaningful to average Americans is a reason for audience loss, while about one-third (34.2%) of reporters agree. There is more agreement on other reasons for audience decline: three-quarters (75.1%) of reporters say that people have more choices for their news is a major reason for audience loss, and almost three-fifths (58.1%) of the public agree. And few members of the public or reporters see the public s lack of interest in serious news as a major reason (24.7% and 24.5%, respectively). 9

11 Reasons for Loss of Media Audiences Public % a major reason for audience loss News organizations focus too much on sensational stories and scandals People have more choices for their news The press does not pay enough attention to stories that are meaningful to average Americans The public is not interested in serious news Reporters % a major reason for audience loss People have more choices for their news The press does not pay enough attention to stories that are meaningful to average Americans News organizations focus too much on sensational stories and scandals The public is not interested in serious news Media Specific Evaluations of Religion Coverage. The public and reporters tend to agree on the relative quality of religion coverage across types of media. For example, both the public (28.1%) and reporters (8.0%) give TV news the lowest ratings for good quality of religion coverage. The public and reporters rated news magazines most favorably (35.8% for the public; 41.6% for reporters), followed by newspapers (34.3% of the public; 32.0% of reporters), and then radio news (33.7% and 16.7%, respectively). (Reporters were also asked to evaluate news agencies/wire services, and 24.9% offered a good rating.) Interestingly, the public rates online news websites/blogs less favorably than reporters (31.4% to 42.0% good ratings), with reporters giving the highest quality ratings to online media with the exception of their own organizations (58.3% good quality rating). 10

12 Quality of Religion Coverage by Type Media Public* % "good" quality of religion coverage News magazines 35.8 Newspapers 34.3 Radio news 33.7 Online news websites/blogs 31.4 Television news 28.1 Reporters % "good" quality of religion coverage Respondent's own organization 58.3 Online news websites/blogs 42.0 News magazines 41.6 Newspapers 32.0 News agencies wire services 24.9 Radio news 16.7 Television news 8.0 *Asked of respondents who expressed an interest in religion coverage. A similar pattern held for ratings of the quantity of religion coverage across media types: both the public and reporters give the lowest good ratings to TV News (27.9% and 9.4%, respectively). Although the numerical differences are small, the public s rankings of good quantity of coverage varied from the quality rankings (with radio news first and newspapers next to last). The reporters had the same ranking of quantity and quality of religion coverage, but the good ratings are lower than the quality ratings. Note that reporters are less positive about the quantity of religion coverage from their organization (45.5% good rating ) than the quality of the coverage (58.3% good rating ). 11

13 Quantity of Religion Coverage by Media Type Public* % "good" quantity of religion coverage Radio news 35.7 News magazines 34.1 Online news websites/blogs 33.4 Newspapers 31.6 Television news 27.9 Reporters % "good" quantity of coverage Respondent's own organization 45.5 Online news websites/blogs 40.0 News magazines 29.9 Newspapers 26.9 News agencies wire services 25.0 Radio news 15.3 Television news 9.4 Challenges to Covering Religion: Reporters Reporters are nearly evenly divided on whether religion stories or stories with a religion angle were more challenging to cover that other kinds of stories, with 51.9% saying that the religion stories are more challenging for them and 48.1% saying religion stories are not more challenging. One-half (50.2%) of all reporters say a major challenge to covering religion is a lack of knowledge of religion. Two-fifths say that a lack of time for reporting religion stories and inadequate space for such stories are major challenges (40.9% and 40.2%, respectively). About one-third (35.2%) say that a lack of interest in religion is a major challenge to coverage, and about as many reporters (31.3%) say that a major challenge is they Don t know the sources for covering religion. 12

14 Challenges to Covering Religion: Reporters % Major Challenge or Challenge Lack of knowledge 50.2 Lack of time for reporting 40.9 Inadequate space 40.2 Lack of interest 35.2 Don't know the sources 31.3 In keeping with the lack of knowledge as a challenge to covering religion, about one-fifth (18.9%) of reporters say they are as very knowledgeable about religion and one third (31.5%) say they are knowledgeable. Another 39.8% said they were somewhat knowledgeable and 9.8% said they are not knowledgeable about religion. When asked the major sources of their knowledge of religion, three-fifths mention their own religious practice and self-study of religion (59.8% and 59.4%, respectively). In addition, one-half (52.7%) list their family background as a child and two-fifths (43.4%) their current religious denomination or congregation. About one-half (46.3%) of reporters mention their experience covering religion. Formal education ranked last as a source of knowledge about religion, including higher education (40.4%) and primary/secondary education (34.7%). 13

15 Sources of Religion Knowledge: Reporters % Naming Source of Knowledge My own religious practice 59.8 Self-study of religion 59.4 My family as a child 52.7 Covering religion and religion angles 46.3 My denomination/congregation 43.4 College/post-graduate education 40.4 Primary and secondary education 34.7 Consumers of Religion Coverage: The Public The survey results identify five groups of consumers of religion coverage in the public. The two prime audiences for religion coverage, the Focused and Specialized Consumer (see below for details), are more likely to be religious, female, Southern, less affluent, and older than the public as a whole. They are also more likely to view religion as a force for good in society, to be critical of religion coverage, and to be interested in spirituality in coverage. There are also differences between the Focused and Specialized Consumers: the former are more likely to be minority Christians, interested in religion and politics, and to report high media usage; the latter more likely to be white evangelical Protestants, be highly religious, and report high uses of religious media. 14

16 Importance of Religion and General News Coverage One-quarter (25.0%) of the public says religion coverage was very important to them, and another two-fifths (37.5%) say it was somewhat important. Less than two-fifths of Americans do not regard coverage of religion as important (37.5%). Looked at another way, a large majority of Americans have an interest in religion coverage. Importance of Religion Coverage: the Public How important is the coverage of religion to you? Very important 25.0 Somewhat important 37.5 Not at all important 37.5 Total How does interest in religion coverage compare to interest in news in general? Overall, about one-half (51.6%) of the public said that they enjoy keeping up with the news a lot, a figure that is about twice the size of those to whom religion is very important. Almost threefifths (57.9%) of the public who say that religion coverage is very important also say they enjoy keeping up with the news a lot. And about one-half of those who say religion coverage is somewhat important or not at all important also say they have a lot of interest in keeping up with the news (49.8% and 49.2%, respectively). So in general terms, high interest in religion coverage among the public is about one-half the magnitude of high interest in news coverage overall. This pattern puts the importance of religion coverage in context: religion appears to be one of many topics that matter to the public. 15

17 General News Interest and Interest in Religion Coverage: The Public How much do you enjoy keeping up with the news? How important is the coverage of religion to you? All Very important Somewhat important Not at all important A lot Some Not much Not at all Total Consumers of Religion Coverage: Five Groups The combination of interest in religion coverage and general news interest identifies five public audiences for religion coverage. -- Focused Consumers make up one-seventh (14.4%) of the public (enjoy keeping up with the news a lot, and religion coverage is very important ). -- Specialized Consumers make up one-tenth (10.4%) of the public (enjoy keeping up with the news somewhat or less, and religion coverage is very important ). --- Casual Consumers make up one-sixth (18.6%) of the public (enjoy following the news a lot, and religion coverage is somewhat important ). -- Occasional Consumers make up one-sixth (18.7%) of the public (enjoy news somewhat or less, and religion coverage is somewhat important ). -- Non-Consumers make up less than two-fifths (37.9%) of the public (religion coverage is not important ). Here, there is also variation by news interest among the nonconsumers, with about one-half having low interest in the news in general (but this distinction is not relevant to the topic at hand). 16

18 Consumers of Religion Coverage: the Public Focused Consumers 14.4 Specialized Consumers 10.4 Casual Consumers 18.6 Occasional Consumers 18.7 Non-Consumers 37.9 Total Media Usage and Consumers of Religion Coverage. What kind of media do the audiences for religion coverage use frequently? The Focused and Casual Consumers are more likely to report high usage of all forms of media (defined as spending 30 minutes a day or more) than the Specialized and Occasional Consumers. The Non-Consumers of Religion Coverage tend to fall in-between the groups in media usage, resembling the public as a whole. TV News. Roughly three-quarters of the Focused (77.1%) and Casual Consumers (71.3%) report high usage of TV news (compared to 57.6% of the public as a whole). The Specialized (51.7%) and Non-Consumer (52.5%) score lower, and the Occasional Consumers the lowest (42.2%). Newspapers. The Focused (30.4%) and Casual Consumers (36.5%) also report more usage of newspapers than the Specialized and Occasional Consumers (14.4% and 17.4%, respectively, compared to 24.8% of the public as a whole). Here the Casual Consumers are the highest group (36.5% high usage). Radio News. The Focused (26.0%) and Casual Consumers (29.9%) also report more usage of radio news than the two low news groups (12.0% and 14.4%, respectively, compared to 17

19 20.4% of the public as a whole). The largest figure is for Casual Consumers of religion coverage (29.9%). Online News. The Focused (16.3%) and Casual Consumers (18.8%) also report higher usage of online sources (defined as any source of news accessed online) than the Specialized and Occasional Consumers (6.7% and 8.0%, respectively, compared to 13.7% of the public as a whole). A similar difference holds for blogs/websites (10.4% and 10.5%, respectively, compared to 8.5% of the public as a whole). News Magazines. The Focused and Casual Consumers also report higher usage of news magazines (8.3% and 9.7%, respectively, compared to 5.8% of the public as a whole). Religious Media. Usage of religious media (defined as high usage religious publications, religious TV, or religious radio) shows a different pattern: the Focused and Specialized Consumers report the highest usage (more than four-in-ten of each group, compared to 19.4% of the public as a whole), with the Specialized Consumers scoring highest (49.8% to 45.1%). These figures are more than three times of the level of Casual and Occasional Consumers (both about 13.0% each) and more than six times the level of the Non-Consumers of religion coverage (7.0%). Religious media is more important to the Focused and Specialized Consumers than any other media besides TV news. 18

20 Consumers of Religion Coverage and Media Type % 30 minutes or more a day Radio News Religious Media All Online News Blogs Web Sites Magazines Newsletters TV News Newspapers Focused Consumers 77.1% 30.4% 26.0% 45.1% 16.3% 10.4% 8.3% Specialized Consumers 51.7% 14.4% 12.0% 49.8% 6.7% 4.3% 1.9% Casual Consumers 71.3% 36.5% 29.9% 13.1% 18.8% 10.5% 9.7% Occasional Consumers 42.2% 17.4% 14.4% 13.9% 8.0% 7.8% 1.9% Non-Consumers 52.5% 23.2% 18.9% 7.0% 15.1% 8.2% 6.0% ALL 57.6% 24.8% 20.4% 19.4% 13.7% 8.5% 5.8% Religion and Consumers of Religion Coverage. Religiosity is an important factor among the audiences for religion coverage. Two-thirds of the Specialized Consumers say religion is extremely important in their lives (68.3%) and so do three-fifths of the Focused Consumers (60.2%). In contrast, one-quarter of the Casual and Occasional Consumers (26.0% and 25.6%, respectively), and one-sixth of the Non-Consumers of religion coverage (15.8%) say religion is extremely important in their lives. Importance of Religion and Consumers of Religion Coverage % Extremely Important Focused Consumers 60.2% Specialized Consumers 68.3% Casual Consumers 26.0% Occasional Consumers 25.6% Non-Consumers 15.8% 19

21 This pattern is also found in other forms of religiosity in the public, including frequency of worship attendance and prayer, talking about religion with family and friends, and participating in small groups. And these patterns hold to a lesser extent with regard to belief in God, life after death, views of Scripture, and frequency of meditation or other spiritual practices. There are also strong patterns of religious affiliation among the audiences for religion coverage. The Focused Consumers of religion coverage are concentrated among a combined category of minority Christians (Black Protestants, Hispanics Protestants Catholics, other nonwhite Christians, and other Christian religious traditions, such as the Latter-Day Saints), who account for almost two-fifths of the group (38.8%), and white evangelical Protestants, who make up a little more than one-quarter (28.7%). These patterns are essentially reversed for the Specialized Consumers, with two-fifths white evangelical Protestants (41.8%) and one-third minority Christians (32.2%). The Casual Consumers are the most diverse in terms of religious affiliation, with onequarter white Catholics (26.8%), and one-fifth each white Mainline Protestants (20.6%), white evangelical Protestants (20.4%), and minority Christians (20.1%). White Mainline Protestants and Catholics are widely distributed across the five audiences, with both being the most common among the Casual Consumers. In contrast, people unaffiliated with a religious tradition make up almost one-third (31.0%) of the Non-Consumers of religion coverage. The combination of all other faiths (Jews, Muslim, Hindus and so forth) is also most common among the Non- Consumers, followed by the Casual Consumers of religion coverage. 20

22 Religious Tradition and Consumers of Religion Coverage Focused Specialized Casual Occasional Non-Consumers ALL Minority Christians 38.8% 32.2% 20.1% 24.3% 17.5% 23.8% White Evangelical Protestant 28.7% 41.8% 20.4% 27.8% 12.4% 22.2% White Mainline Protestant 12.1% 11.5% 20.6% 17.1% 14.9% 15.7% White Catholic 15.2% 8.7% 26.8% 19.5% 17.5% 18.4% Other Faiths 1.0% 2.4% 5.4% 1.9% 6.7% 4.3% Unaffiliated 4.2% 3.4% 6.7% 9.4% 31.0% 15.6% Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% Demography and Consumers of Religion Coverage. Beyond religion, there are some important demographic differences among the audiences for religion coverage, including gender, region of residence, age, and income. Gender. Almost three-fifths (58.7%) of the Focused Consumers of religion coverage are female and so are seven-in-ten (71.3%) of the Specialized Consumers. The other consumer groups are more than one-half male, with the Casual Consumers most closely resembling the gender division in the public as a whole. Gender and Consumers of Religion Coverage Focused Specialized Casual Occasional Non- Consumers ALL Male 41.3% 28.7% 50.8% 53.1% 54.6% 49.0% Female 58.7% 71.3% 49.2% 46.9% 45.4% 51.0% Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 21

23 Region. About two-fifths of Focused and Specialized Consumers of religion coverage are located in the South (42.7% and 44.5%, respectively). In contrast, Non-Consumers are more common in the West. In this regard, Casual and Occasional Consumers closely resemble the public as a whole. Region and Audiences for Religion Coverage Focused Specialized Casual Occasional Non- Consumers ALL Northeast 14.3% 12.5% 22.9% 19.2% 19.6% 18.6% Midwest 23.6% 25.8% 28.2% 28.6% 27.2% 27.0% West 19.4% 17.2% 18.8% 19.3% 28.6% 22.5% South 42.7% 44.5% 30.1% 32.9% 24.6% 31.9% Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% Annual Household Income and Audiences for Religion Coverage Income. About one-third of the Focused and Specialized Consumers of religion coverage have household incomes of under $30,000 a year, making them the least affluent of the audiences. The Non- Consumers are the most affluent of the groups, with more than one-quarter (27.3%) having a family income of $110,000 or more. The Casual and Occasional Consumers fall in-between, closely resembling the public as a whole. Focused Specialized Casual Occasional Non- Consumers ALL Under $30, % 36.0% 14.4% 17.0% 16.4% 20.2% $30 to $49, % 21.1% 18.5% 20.6% 15.2% 17.1% $50 to $69, % 15.4% 22.2% 22.4% 19.1% 19.4% $70 to $110, % 14.9% 23.7% 20.6% 22.0% 21.9% Over $110, % 12.6% 21.2% 19.4% 27.3% 21.4% Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 22

24 Age. Focused Consumers of religion coverage are the oldest group, with about one-third (32.1%) 61 years or older. Specialized and Casual Consumers also have more than one-quarter (26.8% and 28.1%, respectively) in the oldest age category. In contrast, Occasional Consumers are the youngest of the groups, with about one-sixth (15.6%) in the oldest category, followed by the Non-Consumers (18.8%). Age and Audiences for Religion Coverage Focused Specialized Casual Occasional Non- Consumers ALL To 30 years 16.6% 13.7% 12.2% 22.6% 23.3% 19.2% 31 thru 40 years 12.1% 23.9% 16.1% 20.5% 18.4% 18.0% 41 thru 50 years 22.1% 21.5% 24.3% 26.7% 22.7% 23.5% 51 thru 60 years 17.1% 14.1% 19.3% 14.6% 16.8% 16.6% 61 or more years 32.1% 26.8% 28.1% 15.6% 18.8% 22.7% Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% Consumers and Evaluations of Religion Coverage. More than two-thirds of the Focused and Specialized Consumers of religion coverage see religion more as a force for good in society (69.6% and 69.5%, respectively). Majorities of the Casual and Occasional Consumers also hold this view (55.6% and 57.3%, respectively). Only among the Non-Consumers of religion coverage does a majority see religion more as a source of conflict in society (59.9%). But interestingly, all five audiences say they prefer religion coverage with an emphasis on religious experiences, spirituality, practices and beliefs rather than an emphasis on institutions, activities, events and personalities. Here, the figures range from three-quarters of the Focused and Specialized Consumers to three-fifths of the Non-Consumers of religion coverage. A majority of all the consumer groups say that religion coverage focuses too much on scandals, and these figures range from a high of three-quarters of the Focused and Specialized Consumers to a low of almost three-fifths of the Non-Consumers of religion coverage. A similar pattern holds for those who 23

25 say that religion coverage does a poor job of explaining the importance of religion in society except that only two-fifths of the Non-Consumers agree with this statement. Approximately three-fifths of the Focused, Specialized, Casual, and Occasional Consumers of religion coverage agree that non-religious people are far too sensitive about religion stories. In contrast, just two-fifths of the Non-Consumers agree. A reverse pattern holds for the statement that religious people are far too sensitive about religion stories : only about one-third of the Focused and Specialized Consumers agree compared to almost three-fifths of the Non-Consumers of religion coverage. A majority of the Focused and Specialized Consumers say that the news media is hostile to religion and religious people. Only about two-fifths of the Casual and Occasional Consumers hold this view, and just one-quarter of the Non-Consumers of religion coverage. 24

26 General Evaluations of Religion Coverage by Consumer Groups In your opinion, is religion more a force for good or more a source of conflict in today's world? Focused Specialized Casual Occasional Non- Consumers More a force for good 69.6% 69.5% 55.6% 57.3% 34.3% 51.5% Both 1.7% 1.9% 4.7% 2.2% 5.8% 3.9% More a source of conflict 28.7% 28.6% 39.7% 40.5% 59.9% 44.6% Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% ALL Overall, do you prefer religious coverage with... An emphasis on religious experiences, spirituality, practices, and beliefs 76.1% 76.8% 71.1% 68.4% 63.2% 69.7% An emphasis on religious institutions, activities, events, and personalities 23.9% 23.2% 28.9% 31.6% 36.8% 30.3% Total 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% % Agree The news media focuses too much on scandals involving religion. 75.1% 72.7% 67.7% 73.6% 57.6% 66.6% The news media does a poor job explaining the importance of religion in society. 73.7% 74.3% 61.1% 61.4% 41.9% 57.1% Non-religious people are far too sensitive about religious stories. 62.4% 60.3% 59.3% 58.3% 44.3% 54.0% Religious people are far too sensitive about religious stories. 36.2% 34.5% 47.9% 48.1% 57.8% 48.5% The news media is hostile to religion and religious people. 53.1% 53.4% 39.4% 38.3% 24.8% 37.0% 25

27 Almost two-thirds of the Focused (64.1%) and Specialized (64.6%) Consumers report a great deal of interest in spirituality, and more than one-half of both groups are interested in local church/denomination news (56.1% and 58.7%, respectively). However, almost two-thirds of the Focused (65.0%) Consumers care about religion and American politics, compared to a little more than one-half of the Specialized (54.4%) Consumers. A similar difference holds for religion and international politics (54.4% versus 44.2%, respectively). One-half or less of these two groups are interested in the remaining topics. As might be expected, the Regular and Occasional Consumers of religion coverage are always markedly less interested in all of these topics compared to the Focused and Specialized Consumers. (Non- Consumers are not asked these questions because of their reported lack of interest in religion coverage.) Topics of Interest and Consumers of Religion Coverage Focused Consumers Specialized Consumers Regular Consumers Occasional Consumers Spirituality 64.1% 64.6% 24.0% 20.6% Religion and American politics 65.0% 54.4% 28.3% 14.4% Local church or denomination news 56.1% 58.7% 14.8% 13.6% Religion and international politics 54.4% 44.2% 23.6% 12.0% Religion and science and medicine 50.0% 46.8% 22.6% 17.4% Religion and business and the economy 49.5% 45.1% 15.4% 11.8% National/international church/denomination news 43.9% 41.1% 4.8% 2.7% Religion and arts and entertainment 32.2% 28.7% 7.2% 5.4% Religion and sports 27.7% 22.2% 3.5% 5.3% 26

28 Producers of Religion Coverage: Reporters The survey results identify four groups of producers of religion coverage among reporters. The prime groups producers, the Focused Producers (see below for details), are more likely to be religious and diverse in denominational affiliation than reporters as a whole. They are also more likely to view religion as a force for good in society and to be critical of religion coverage. A large proportion of this group is composed of religion writers. However, the Focused Producers do not differ sharply from other reporters in demographic terms or the assessments of the content of religion coverage. In these regards, all the producer groups tend to differ from the Focused and Specialized Consumers of religion coverage. Centrality and Frequency of Religion Coverage. How engaged are reporters in covering religion? Overall, one-sixth of reporters regard religion as very frequently/frequently central to their work (16.8%), and another one-quarter (28.8%) say it is central to their work from time to time. More than one-half of reporters (54.4%) say religion is rarely/never central to their work. Looked at another way, about one-half of reporters see religion as central to their work to some degree. Centrality of Religion Coverage to Reporters Work How often is religion a central topic of your work? Very frequently 9.9 Frequently 6.9 From time to time 28.8 Rarely 41.3 Never 13.1 Total

29 Overall, one-fifth of reporters say that religion comes up very frequently/frequently (20.2%) in their work, and almost one-half say it comes up from time to time (45.2%). More than one-third says that religion comes up rarely/never in their work (34.6%). Frequency that Religion Comes up in Reporters Work How often does religion or a religion angle come up in your work? Very frequently 12.3 Frequently 7.9 From time to time 45.2 Rarely 25.3 Never 9.3 Total Here, reporters who say that religion comes up frequently are comparable to the proportion of the public to whom religion coverage is very important (20.2% versus 25.0%). However, more reporters say religion comes up from time to time (45.2%) than the public to whom religion coverage is somewhat important (37.5%). Interestingly, most reporters say that the frequency with which religion comes up in their work has changed only modestly compared to five years ago. Almost one-fifth (18.9%) of reporters say that religion comes up much more often or more often in their work than five year before. Two-thirds (67.4%) say the topic comes up in their work about as often than five years ago, and about one-seventh (13.7%) say religion comes up less often. 28

30 Frequency of Religion Compared to Five Years Ago: Reporters Much more often 4.2 Somewhat more often 14.7 About as often 67.4 Somewhat less often 9.3 Much less often 4.4 Total Producers of Religion Coverage: Four Groups The combination of the centrality and frequency of religion to reporters work identifies four groups of producers of religion coverage: -- Focused Producers of religion coverage make up one-seventh (14.6%) of reporters (religion is central to their work and it comes up frequently). -- Frequent Producers of religion coverage make up one-quarter (25.5%) of reporters (religion is not central to their work but it comes up frequently). -- Infrequent Producers of religion coverage make up one-quarter (25.2%) of reporters (religion is not central to their work and it comes up from time to time). -- Non-Producers of religion coverage make up one-third (34.7%) of reporters (religion is not central to their work and it comes up rarely/never). 29

31 Producers of Religion Coverage among Reporters Focused Producers 14.6 Frequent producers 25.5 Infrequent producers 25.2 Non-Producers 34.7 Total There is a parallel between four of the consumer groups and the four groups of producers of religion coverage. The closest fit is between the Focused Consumers and Focused Producers of religion coverage, with each accounting for about one-seventh of the public and reporters, respectively. The Non-Consumers and Non-Producers of religion coverage are also about the same relative size in the public and among reporters (37.9% versus 34.7%, respectively). These similarities in relative size may just be a coincidence. But it may also reflect media organizations response to the demand for religion coverage. In some respects, the Casual Consumers resemble the Frequent Producers, while the Occasional Consumers match with the Infrequent Producers. Thus most of the types of consumers of religion coverage in the public are fairly well represented among the reporters who produce religion coverage. But there is one exception: Specialized Consumers of religion coverage (to whom religion coverage is very important but general news coverage is not) are dramatically under-represented among reporters. Topical Focus and Producers of Religion Coverage. What is the topical focus of the producers of religion coverage specialize? Almost three-fifths of the Focused Producers of religion coverage are religion writers (58.1%), and the next largest category is 30

32 politics/government writers (12.0%). All the remaining topical areas account for less than onetenth of the group members, with the smallest category being science/technology/medicine writers. More than one-quarter of the Frequent Producers of religion coverage are politics/government writers (27.9%), and about one-fifth each are general news writers (21.7%), policy/issues/trends writers (18.9%), or arts/entertainment/sports (17.9%). Science/technology/medicine and business/economy writers account for less than one-tenth (6.8% in both cases). Infrequent Producers of religion coverage resemble the topical patterns for the Frequent Producers, but with one-third (31.2%) politics/government writers, and about one-fifth each general news writers (21.5%) or policy/issues/trends writers (19.9%). Arts/entertainment/sports writers (11.8%) and business economy writers (10.8%) each make up about one-tenth of this group, and science writers less than one-tenth (4.8%). In contrast, the Non-Producers of religion coverage are concentrated among business/economy writers, at about one-third (31.0%). One-fifth of this group is science writers (19.7%) and one-sixth arts/entertainment writers (16.1%). The remaining three categories make up about one-tenth of this group: policy/issue writers (12.0%); news writers (11.7%); and politics/government (9.5%). 31

33 Topics Covered and Producers of Religion Coverage Politics and Government Policy Issues Trends General News Arts Entertainment Sports Science Technology Medicine Business Economy Religion Total Focused Producers 58.1% 12.0% 8.5% 6.8% 9.4% 0.9% 4.3% 100.0% Frequent producers 0.0% 27.9% 18.9% 21.7% 17.9% 6.8% 6.8% 100.0% Infrequent Producers 0.0% 31.2% 19.9% 21.5% 11.8% 4.8% 10.8% 100.0% Non- Producers 0.0% 9.5% 12.0% 11.7% 16.1% 19.7% 31.0% 100.0% ALL 8.9% 19.7% 15.1% 15.8% 14.5% 10.0% 16.0% 100.0% Media Type and Producers of Religion Coverage. The Focused Producers of religion coverage are most common among newspapers, at two-fifths (40.7%, compared to 35.6% of reporters as a whole), with the second most common media being TV/radio, at less than onethird (30.5%, compared to 20.4% of reporters as a whole). About one-tenth of the Focused Producers are with magazines/newsletters (11.9%, compared to 33.0% of reporters as a whole) and news agencies (11.0%, compared to 5.2% of reporters as a whole), and about one-twentieth with blogs/websites (5.9%, compared to 5.8% of reporters as a whole). The Frequent Producers of religion coverage show a similar pattern to the Focused Producers, but with slightly more at newspapers (43.3%), TV/radio (32.0%) and magazines/newsletters (17.2%), and fewer among news agencies (2.1%). The Infrequent Producers of religion coverage have a different pattern: the largest type of media represented is magazines/newsletters, with more than one-third (36.6%), and only onesixth at TV/radio (16.3%). Another one-third of this group is at newspapers (35.1%); this group has the fewest blog/website reporters (3.5%). 32

34 The Non-Producers of religion coverage expand upon the pattern among the Infrequent Producers: one-half write for magazines/newsletters (50.9%). This group also has the fewest newspaper (28.2%), TV/radio (10.5%), and news agency (2.8%) reporters. Less than one-tenth are involved in blogs/websites (7.6%). Media Type and Producers of Religion Coverage Newspapers Magazines/ Newsletters TV/Radio News agencies Blogs, Websites Total Focused Producers 40.7% 11.9% 30.5% 11.0% 5.9% 100.0% Frequent producers 43.3% 17.2% 32.0% 2.1% 5.4% 100.0% Infrequent producers 35.1% 36.6% 16.3% 8.5% 3.5% 100.0% Non-Producers 28.2% 50.9% 10.5% 2.8% 7.6% 100.0% ALL 35.6% 33.0% 20.4% 5.2% 5.8% 100.0% These patterns in media use suggest a difference in the allocation between the consumers and producers of religion coverage: the Focused and Regular Consumers are high users of broadcast media (seven-in-ten for TV news and one-quarter for radio news) whereas the Focused and Frequent Producers are less common in those areas (three-in-ten). Likewise, the Focused and Regular Consumers of religion coverage use newspapers less (three-in-ten) compared to Focused and Frequent producers (four-in-ten). Such disparities are even larger between the Occasional Consumers and Infrequent Producers and even extend to the Non-Consumers and Non- Producers of religion coverage. 33

35 Religion and Producers of Religion Coverage. One-half of the Focused Producers say that religion is extremely important in their lives, followed by one-fifth of the Frequent Producers, and about one-eighth of the Infrequent Producers and Non-Producers of religion coverage. These figures are lower than for the public, as previous studies have found. However, the relative order is the same as the consumers of religion coverage, with Focused Producers and Consumers being the most religious, while the Non-Producers and Non-Consumers are the least. Importance of Religion and Producers of Religion Coverage % Extremely Reporters important Focused Producers 50.9% Frequent producers 18.2% Infrequent producers 12.8% Non-Producers 11.0% ALL 19.6% In terms of religious affiliation, the Focused Religious producers are the most diverse, with about one-third white Catholics (32.4%), about one-quarter white Mainline Protestants (27.0%), about one-sixth white evangelical Protestants (16.2%), and about one-tenth each minority Christians (10.8%) and other faiths (12.7%). The other three producer groups show a strong contrast to the Focused Producers. A plurality of Frequent (37.4%), Infrequent (32.0%), and Non-Producers (38.9%) are white Mainline Protestants, and markedly fewer are white Catholics or white evangelicals. Indeed, white evangelicals are rare among these three producer groups. Minority Christians and other faiths are more common among the Frequent and Infrequent Producers. 34

36 Very few of the Focused Producers are unaffiliated (less than one percent), and the unaffiliated are much more common among the Frequent (11.5%) and Infrequent Producers (7.9%), and account for almost one-quarter of the Non-Producers (23.0%) of religion coverage. In every religious tradition, the Focused Producers are more engaged in religion. Here, too, reporters have a quite different religious profile than consumers of religious groups, with even the Focused Producers under-representing minority Christians and white evangelicals. Religious Tradition and Producers of Religion Coverage Focused Frequent Infrequent Non- Producers ALL White Mainline Protestant 27.0% 37.4% 32.0% 38.9% 34.9% White Catholic 32.4% 18.4% 23.6% 15.1% 20.8% Minority Christians 10.8% 17.8% 14.6% 10.5% 13.4% Other Faiths 12.7% 12.0% 17.4% 10.4% 13.0% Unaffiliated 0.9% 11.5% 7.9% 23.0% 12.8% White Evangelical Protestant 16.2% 2.9% 4.5% 2.1% 5.1% Total 100.0% 100.0% 100.0% 100.0% 100.0% Other Demographic Characteristics. Gender. Almost two-thirds of reporters are men, a pattern found in other studies. Here, there is very little variation across the producer groups, with the Focused Producers being slightly more male-dominated than the other groups. This pattern is a sharp contrast to the consumers of religion coverage, where the Focused and Specialized Consumers are largely female. 35

37 Gender and Producers of Religion Coverage Region. Focused Producers of religion coverage are common in the Northeast (30.7%) and Midwest (28.7%), and less common in the West (15.8%) and South (24.8%). In partial contrast, the Frequent and Infrequent Producers are more common in the West and South, and less so in the Northeast and Midwest. The Non-Producers are more evenly divided across regions, with slightly higher concentrations in the Northeast and South. These patterns also differ from the consumers of religion coverage, where the Focused and Specialized Consumers are most common in the South. Region and Producers of Religion Coverage Focused Producers Frequent Producers Infrequent Producers Non- Producers Total Male 66.7% 65.7% 62.4% 62.9% 64.1% Female 33.3% 34.3% 37.6% 37.1% 35.9% ALL 100.0% 100.0% 100.0% 100.0% 100.0% Focused Producers Frequent Producers Infrequent Producers Non- Producers All NORTHEAST 30.7% 22.8% 31.6% 29.4% 28.4% MIDWEST 28.7% 16.8% 7.7% 24.3% 19.0% WEST 15.8% 29.3% 32.3% 20.1% 24.8% SOUTH 24.8% 31.1% 28.4% 26.2% 27.8% Total 100.0% 100.0% 100.0% 100.0% 100.0% 36

38 Income. The Focused Producers of religion coverage are modestly less affluent than the Frequent Producers, but are about as affluent as the Non-Producers and more affluent than the Infrequent Producers. As is to be expected, reporters are generally better off than the consumers of religion coverage, where the Focused and Specialized Consumers are the least well-off. Income and Producers of Religion Coverage Focused Producers Frequent Producers Infrequent Producers Non- Producers ALL To $50, % 15.0% 17.3% 12.0% 12.7% $50 to $70, % 9.2% 8.6% 10.2% 9.9% $71 to $90, % 10.5% 6.0% 10.6% 9.6% $91 to $110, % 11.8% 26.5% 17.1% 18.9% $111 to $150, % 26.1% 13.9% 18.2% 21.0% More than $150, % 27.4% 27.7% 31.9% 27.9% Total 100.0% 100.0% 100.0% 100.0% 100.0% Age. Focused Producers of religion coverage are modestly older than the Frequent Producers, but about the same age as Infrequent Producers and Non-Producers. Here, the patterns fit better with the consumers of religion coverage, where the Focused and Specialized Consumers tend to be older than the public as a whole. 37