As Britain prepares for a referendum on June 23 to decide on whether it should leave or remain in the European Union, voters are facing an information - and opinion - overload from the country's partisan press.
The London School of Economics conducted a study that showed Britons to be the least informed in Europe when it comes to the EU.
Fear is a really good campaigning tool, so we shouldn't be too surprised that the campaigns in this referendum are using it.
But how did this reality come about with so many media outlets at people's disposal?
Many attribute this to "Project Fear", as it is referred to by members of the media, which was born as a result of scare tactics adopted by both sides of the referendum argument.
Outlets, and politicians, across television, digital and print have inundated people with vague messages of fear, undermining any coherent arguments in the process - and the bias doesn't stop there.
Many outlets are run by organisations and people with clear allegiances towards one side of the referendum argument.
For example, UK print media, the largest publications of which are owned by openly right-wing Rupert Murdoch, have worked heavily in favour of the "Brexit" campaign - which in turn, is heavily suspected to have influenced much of the discourse on national television.
With "dynamic" headlines appealing to most unaligned journalists, how much of this divide will affect the outcome of the vote later this month?
Talking us through the story are: Andrew Pierce, reporter at the Daily Mail; Zoe Williams, a columnist on The Guardian UK; Anand Menon, professor of Politics and Foreign Affairs at King's College London; and Ian Burrell, Media Editor, The Drum.
Source: Al Jazeera