area, which may include government, organizations, and out to the edge, the individual. [ 72 ] These changes in communication systems raise empirical questions about trust to media effect. Prior empirical studies have shown that trust in information sources plays a major role in people’s decision making. [ 73 ] People's attitudes more easily change when they hear messages from trustworthy sources. In the Reuter's report, 27% of respondents agree that they worry about the accuracy of a story on a blog. [ 49 ] However, 40% of them believe the stories on blogs are more balanced than traditional papers since they are provided with a range of opinions. Recent research has shown that in the new social media communication environment, the civil or uncivil nature of comments will bias people's information processing even if the message is from a trustworthy source, [ 74 ] which bring the practical and ethical question about the responsibility of communicator in the social media environment. Some have said that "fast (social) media and deep slow thought don't mix well." From Nicholas Carr , "As media theorist Marshall McLuhan pointed out in 1960s, media are not just passive channels of information. They supply the stuff of thought, but they also shape the process of thought. And what the Net seems to be doing is chipping away my capacity for concentration and contemplation." However, there are several benefits brought from deep reading. For example, "our ability to interpret text, to make the rich mental connection