Media ownership and institutional trust in media: conceptual clarification and a model of relationship

Abstract

This article conceptualizes the relationship between media ownership structures and individual institutional trust in media by drawing on sociological theory of trust and literature on media trust as well as media ownership theory. It argues that examination of the relationship between media ownership and institutional trust in media would be beneficial for both fields of inquiry. It would contribute to a scarce elaboration of contextual conditions for media trust on the one hand. On the other hand, it could indicate ownership-related performance issues, if carefully modelled and interpreted. In the result of the discussion of the relevant literature, a model of relationship is offered. It accounts for contextual factors that contribute to trust and influence journalism within ownership structures, individual’s experiences and characteristics that inform trustworthiness judgements, and the culture of trust in the domain of media. The proposed framework serves as a basis for future exploration in this area, highlighting the need for more nuanced discussions about implications of media ownership on institutional trust in media.