TEMA: FÖRTROENDE

The purpose of this study is to compare attitudes towards the importance of the public´s trust in the Media among journalists in different editorial contexts. The role of Media in society is, among other things, to act as a bridge between citizens and rulers. The relationship between the Media and its sources presumes mutual confidence. Similarly, the news coverage and the advocacy on present matters rely on the public´s trust in the content. With this perspective, this article examines: what are the journalists´ views on public confidence? Do they see it as important? How do they think that public confidence is created? What role does the audience have in creating the confidence? Does it differ if they work in an editorial office with high public confidence or if they work in an editorial office with low public confidence?