Interest in politics remains relatively high in Italy, but the way citizens consume information and form political opinions is changing profoundly. Alongside the decline in trust in traditional media, digital platforms, social networks, and podcasts are becoming increasingly influential, while public debate is fragmenting into closed, self-reinforcing communities.
This picture emerges from a survey commissioned by the Brand Journalism Festival and conducted by Ipsos-Doxa.
As Andrea Scavo, Director of Public Affairs at Ipsos-Doxa and head of the research, explained:
“We are living in a time when trust in information is becoming increasingly fragile, yet public interest in politics remains strong. What is worrying is the emergence of opposing fan-like camps that are unable to recognize each other's legitimacy or engage in meaningful dialogue. One Italian out of six lives entirely within an information bubble where there is no room for different opinions. Voting has become almost a ‘tribal’ act, uniting people who share the same worldview.”
A Country Divided Between the Well-Informed and the Poorly Informed
According to the survey, 60% of Italians say they are interested in politics, while 37% admit they do not follow political affairs closely.
Behind these figures lies a significant divide in access to information. Around 55% of the population can be considered well-informed, spending at least one hour each day following news and political developments. Conversely, 41% devote half an hour or less per day to news consumption, placing them among the least informed segments of society.
These differences are not evenly distributed. Lower levels of political engagement are particularly common among:
- Women;
- Millennials;
- People with lower educational attainment;
- Residents of rural areas and urban outskirts.
The report warns that this trend risks creating an increasingly unequal democratic participation, with one part of society becoming ever more politically engaged while another grows progressively detached from public life.
Television Still Dominates, but Digital Media Are Reshaping the Information Landscape
Despite the rapid evolution of the media environment, television remains Italy's primary source of political information, with more than 60% of citizens still relying on it as their main reference.
Generational differences, however, are becoming increasingly evident.
Younger generations—especially Generation Z and Millennials—are turning more frequently to:
- Social media platforms;
- Digital content creators;
- Influencers.
By contrast, Baby Boomers continue to rely predominantly on traditional media.
Podcasts are also emerging as an increasingly important source of information. According to the survey, 41% of Italians listened to at least one podcast during the past month, with the most loyal audience consisting mainly of young people and university graduates.
A Growing Crisis of Confidence in the Media
While the information ecosystem continues to evolve, public trust in the media has weakened substantially.
The survey found that 64% of Italians believe their trust in the media has declined over the past five years.
This erosion of confidence is closely linked to the widespread perception that news coverage is often biased or manipulated.
Among those surveyed:
- 61% believe political and economic pressures influence journalism;
- Many argue that powerful political and economic interests shape media narratives;
- Others point to the influence exercised by media owners and publishing groups.
Echo Chambers Are Reinforcing Political Polarization
Alongside declining trust, another phenomenon continues to expand: the rise of echo chambers, environments where people are exposed almost exclusively to opinions that reinforce their existing beliefs.
The research highlights that:
- 55% of Italians mainly discuss politics with people who already share their views;
- 44% place greater trust in websites, journalists, and commentators who align with their own political orientation.
This growing polarization is also affecting personal relationships.
Nearly one-third of respondents admitted that discussing politics with people holding different opinions often creates discomfort or tension.
The survey concludes that political engagement in Italy remains significant, but it is increasingly shaped by ideological identities and insulated information ecosystems, making constructive dialogue across political divides progressively more difficult.