What News Outlets do People Have in Mind When They Answer Survey Questions about Trust in 'Media?'

While ample research on audience trust in the news media uses survey questions that ask respondents about their trust in a generic “news media,” only scant research has investigated what types of news outlets respondents have in mind when answering such questions. These previous investigations originated mostly in the US and resulted in inconsistent findings. To further investigate this question, we use data from a large-scale survey (N = 2,337), collected in Sweden, including both general media trust measures and specific measures about trust in 20 mainstream and nonmainstream news outlets. The results demonstrate that our respondents seemingly averaged across all mainstream sources when they formed their general evaluations of the news media’s trustworthiness.