Nearly two-thirds of citizens say media holds ‘high’ or ‘very high’ influence, but concerns over misinformation, cultural erosion, and press freedom raise red flags
TIL BDR GHALLEY
Thimphu
A majority of Bhutanese believe the media plays a significant role in shaping public opinion, according to the Media Perception Index: Bhutan’s First Citizen Survey 2025 Conducted by the Journalist Association of Bhutan (JAB) in collaboration with the Centre for Local Governance and Research.
Data from the survey shows that 38 percent of respondents rated media as having a “High influence” while 23 percent considered it to have a “Very high influence.”
Combined, this accounts for nearly two-thirds (61 percent) of respondents who see the media as strongly influential. Another 30 percent described its role as “Moderate.” Only 3 percent rated it as having “Low influence,” while 6 percent were unsure.
The survey underscores that Bhutanese media continues to command credibility as a driver of public discourse on political, social, and cultural issues.
Respondents who viewed media influence as “Moderate” suggested that family, religion, community networks, and traditional systems of opinion building also play a role in shaping views.
An elderly respondent, aged 86, reflected this diversity of perception, saying: “I am 86 years old. I do not know how much media is influential in the general public but for me, since I am listening to only BBS radio and occasionally BBS television, media does not use much influential medial at all.”
The 86-year-od said he is not sure and his family and friends also don’t discuss media and issues surrounding it. “So I am not seeing any dramatic changes.”
The most widely cited role of media was its capacity to inform and raise awareness. Respondents repeatedly highlighted its contribution as the “main source of current affairs knowledge,” providing updates on national issues, governance, politics, and international events.
“Media is the source of knowledge for the public,” one respondent stated.
Media was also credited with effective awareness campaigns on health, education, and environment.
During the Covid-19 pandemic, it was noted for delivering practical reminders: “I got new announcements and notification practical observation of reminder for all the cautions to be followed like (hand hygiene, mask).”
Beyond information, media served as a communication bridge, especially by translating between Dzongkha and English.
Others described it as a source of skill development. “As a technician myself, I’m using media to hone my skills,” a respondent explained.
Survey findings revealed a mixed impact of media on Bhutanese lifestyles. Concerns were raised about the erosion of cultural values, particularly among youth.
“Media is influencing our youth by gradually degrading their lifestyle and responsibilities,” one respondent said. Another warned, “Addiction of TikTok to the new generation is very high; if not controlled it will affect the youth behaviour and thinking.”
At the same time, positive contributions were acknowledged. Respondents noted that media promoted self-awareness, motivation, and business opportunities.
“I feel like I learned about my strength and business through TikTok,” one participant shared, while another opined that “media is undeniably a powerful driver of social change if used correctly.”
High trust in Bhutanese media was a recurring theme, though it raised questions of vulnerability. Respondents observed that “People believe in what they see and what they hear without verification,” while others cautioned that this blind trust can “easily influence public opinion.”
Despite confidence, concerns about accuracy and bias were also voiced. Respondents questioned on the accuracy of the information, and also hinted that some reporting appears scripted, with real news hidden.
The consequences of misinformation were described as severe, with risks of “disturbing the public mind,” fostering “mis-trust,” and even leading to “cyberbullying and suicides.”
One respondent wrote: “If a fake news of an individual’s death is published, I personally saw this incident and the specific person has to go through platform to inform the public and the offence it caused to his/her family members will be great, which leads to cyberbullying and suicides.”
Respondents also voiced concerns over press freedom, saying “Media houses in Bhutan do not have full freedom. They should be independent.”
Beyond traditional reporting, media is increasingly seen as a platform for public expression and democratic dialogue. Respondents recognized its role in giving “voice to the public” and creating opportunities for marginalized and disadvantaged groups.
One participant noted: “Media is providing an open platform to the public views. It will be heard by the government and policy makers. It is important for people to claim problems. This is an opportunity for the public to raise issues and express opinions.”
Media was also cited as central to “community engagement,” facilitating awareness on resettlement, disability, and health.
Respondents urged greater focus on rural issues: “Media should address local issues in rural areas to enhance their involvement in democratic processes.”
The survey highlighted that media influence is not uniform but varies by individual. Many respondents said its impact “depends upon the person” and their level of knowledge, interest, or personality.
An optimistic view was expressed by respondents who stressed that misinformation loses its hold over time: “If it is true, the real knowledge spreads but if false, it will fade away.”
Others, however, reported disengagement, with responses such as “I do not watch much TV” or “I don’t know about this.”
The survey reveals that Bhutanese media is both highly trusted and highly influential, with 63 percent of respondents rating its impact as “high” or “very high.”
While it plays a critical role in disseminating information, raising awareness, and fostering civic engagement, concerns persist over misinformation, cultural erosion, and media independence.
