New YouGov survey shows 40 percent trust in journalists leading all professions
Journalism continues to hold a powerful place in Thai society, with a new nationwide survey confirming that journalists are the most trusted profession in the country. The findings reflect a strong public belief in the importance of credible, fact-based reporting, even as media consumption rapidly evolves.
The survey, conducted by YouGov in partnership with Spark Communications, gathered responses from 2,000 participants across Thailand. Respondents were asked to identify the profession they trust the most, and journalists came out clearly on top, earning 40 percent of the vote.
This result places journalists significantly ahead of other professions. Doctors ranked second with 24 percent, followed by influencers at 14 percent, teachers at 12 percent, police at 7 percent, and politicians trailing far behind at just 3 percent. The gap highlights a notable level of confidence in journalism compared to other key sectors.
The strong showing for journalists underscores the continued value that Thai audiences place on reliable news sources. In an era shaped by digital platforms, social media, and constant information flow, trust has become a critical currency. Despite the rise of alternative content channels, traditional journalism continues to stand out as a dependable source of information.
According to Tom Athey, the findings are both encouraging and revealing. He noted that it is refreshing to see journalists in Thailand receiving the recognition they deserve. With an overwhelming volume of information available today, audiences are increasingly selective about where they place their trust. Reliable media outlets, backed by verified sources, continue to play a central role in shaping public understanding.
He also emphasized that the results reinforce the importance of communications in both corporate and government strategies. As the media landscape shifts, maintaining strong relationships with credible journalism remains essential. While journalists face growing pressure from changing consumption habits and digital disruption, their work continues to have a meaningful impact on society.
Thailand’s media environment is notably diverse, with a wide range of Thai-language outlets alongside a strong presence of international media. This combination contributes to a dynamic information ecosystem in Bangkok and beyond, influencing both regional and global audiences.
Panu Wongcha-um highlighted that trust is the foundation of journalism. In a time when audiences are exposed to an overwhelming amount of content, maintaining independence, accuracy, and balance is more important than ever. He stressed that journalists must continue to uphold professional standards, especially as they navigate increasing challenges both in Thailand and globally.
The role of technology, particularly artificial intelligence, is also becoming a key factor in the future of media. Wachirahut Nambut pointed out that the rise of AI-generated content presents new risks. With the ability to produce highly convincing but potentially misleading information, often referred to as synthetic realities, the need for trusted human oversight has never been greater.
He explained that journalists today are not only responsible for reporting news but also for verifying and filtering information. Human judgment, ethics, and editorial standards remain essential elements that technology cannot fully replace. As a result, journalists are increasingly seen as guardians of truth in a complex digital landscape.
Looking ahead, one of the key challenges for the industry will be strengthening what experts describe as digital immunity. This involves equipping both journalists and the public with the tools and skills needed to identify misinformation and verify facts quickly and accurately. Leveraging technology to enhance fact-checking processes will be crucial in maintaining public trust.
Interestingly, Thailand’s survey results differ from many global trends. In several international studies, professions such as doctors, scientists, and teachers typically rank highest in public trust, while journalists often appear lower on the list. Influencers and social media personalities also tend to score poorly worldwide. Thailand’s results therefore highlight a unique appreciation for journalism within its national context.
This high level of trust comes at a time when journalists continue to face significant challenges, including concerns around press freedom and the pressures of adapting to new media formats. Despite these obstacles, the survey reinforces the resilience of journalism and its continued relevance in Thai society.
Ultimately, the findings send a clear message: in a world filled with information, credibility matters. As audiences navigate an increasingly complex media landscape, journalists remain a trusted pillar, helping the public stay informed with accuracy, responsibility, and integrity.