Finding agreement on a definition of trust in the media is very difficult. In principle, however, it can be said that the definition of trust as such has its origins in social theory, specifically trust in expert systems. This can be defined as trust in, or reliance on, a given expert system to perform exactly as it is expected to. Thus, the relationship between the trustor and the trusted is important. An essential component of trust is also a degree of uncertainty whether the expected behaviour will actually occur. Trust in the media itself is, then, an important indicator of how well expectations of the media appear to be met by their audiences.
The polarization of society and the fragmentation of the media are causing a strengthening of the relationship between trust in the media and trust in politicians. Thus, when there is a decline in trust in traditional political elites in politically polarized countries, there is also a decline in trust in the professional media. One of the factors contributing to this is the emergence in recent years of a large number of ultra-right alternative media that espouse particular viewpoints.
It is then much harder for the traditional mainstream media to maintain trust and show that they have value, even if they do not hold a particular political position. Moreover, in the context of declining trust in institutions and with a tendency to avoid information that does not match a person’s own viewpoint, disinformation can be spread.
