A recent study conducted by BBC Media Action has revealed that only a small percentage of Fijians turn to or trust information from official sources. The survey, which interviewed over 1,000 residents, found that just seven percent of respondents rely on local authorities or government officials for information, and a mere five percent express trust in the information provided by these sources.
The research highlighted that the rising cost of living and supporting families are among the most significant issues facing individuals across Fiji. This sentiment reflects a broader trend of skepticism towards official channels, emphasizing the need for reliable information in times of economic strain.
Amid this landscape, smartphone usage has surged, with 66 percent of participants reporting they spend at least one hour online daily, and over a third using their devices for three hours or more each day. Notably, 34 percent of respondents indicated they spend more than $30 a month on mobile services, showcasing an increasing dependence on mobile connectivity for information and communication.
This critical data was presented to Minister for Information Lynda Tabuya during a briefing that included the British High Commissioner to Fiji, Kanbar Hossein-Bor. Minister Tabuya expressed concern over the low levels of trust in official information and emphasized the government’s commitment to rebuilding confidence and enhancing communication strategies. She acknowledged the importance of this research, especially given the lack of up-to-date data on public sentiment and information consumption.
Furthermore, Tabuya expressed gratitude to BBC Media Action for their efforts and indicated interest in ongoing collaboration with the UK High Commission, focusing on training and building capacity to improve information dissemination to the public. This collaboration presents an opportunity to strengthen community engagement and foster a more informed citizenry, which is essential for navigating current challenges.
The findings underscore an urgent need for the government to address communication gaps and engage effectively with citizens to restore trust and provide the necessary information that can help families navigate economic difficulties. The study serves as a vital step in understanding the media consumption trends in Fiji and presents an opportunity for positive change in government communication practices.
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