Interesting reading...I especially appreciate the fact that that regardless of the news source (except NPR), at least about 1/3 of the audience remains misinformed about almost any topic.
Of course, I would expect the larger the audience, then the larger the porportion of misinformed (FNC), but why would NPR have both the smallest audience and smallest misinformed?
I mean, don't people WANT to be informed? They can change the channel, ya know.
Apparently, not.
Good question, and it would seem, as you suggest, that no they don't want to be informed; they want to be entertained. That is after all why FNC leads in ratings -- entertainment.
Not sure why a larger or smaller audience would render a larger or smaller
proportion of misinformed... a larger or smaller aggregate number yes, but proportion does not follow.
In any case, the question of who a viewer "trusts" is an
emotional one. As such it should (and does) follow the ratings, since both of them are asking about the viewers' emotional attachments. With the FNC audience ratings going down, the trust factor goes down with it (more likely, vice versa; trust leads ratings). These are two sides of the same coin.
However, emotional attachments don't tell us anything about informational
value. That's what the polls about the misinformed do, and that's where Fox brings up the rear.
Just the fact that posts in threads like this (on both sides) are as emotionally based as they are ("kicking serious ass in the ratings") tells us that the Fox attachment is one of
emotion.
It is after all what they sell. There's no intrinsic reason to get emotionally attached to a TV news channel; we don't see people getting emotional about CNN or ABC or slavishly following their ratings up and down. Fox viewers, unlike the rest, have made a particularly
emotional investment, due directly to how it presents itself. It saturates the broadcast day, particularly the broadcast
night, a/k/a "prime time", when the largest audience is available.
That's the basic difference between the Fox approach and the conventional approach; Fox emphasizes entertainment over information. And that probably goes a long way to explaining the informational gap.