INFLUENCE OF YOUTUBE-BASED NEWS COMMENTARY ON PUBLIC TRUST IN MAINSTREAM TV JOURNALISM IN PAKISTAN: A MIXED-METHODS STUDY

Abstract

This research examines the role of YouTube news commentary on public trust towards mainstream TV journalism in Pakistan. As digital platforms wield growing power in determining how news is consumed, this mixed-methods research investigates the influence that YouTube commentators have on public perceptions of traditional media credibility. This research was carried out by collecting data from 400 respondents and later conducting a semi-structured interview of 30 participants. Quantitatively, the study found that participants had more faith in YouTube news commentary (M = 3.8) than they did TV journalism (M = 3.2), and that they viewed content on YouTube as being more legitimate or less biased Interviews provided qualitative support for these findings, as well: Participants identified YouTube’s ability to share authentic experiences interactively and from a wealth of backgrounds. However, it also raised concerns over misinformation and a lack of editorial oversight on YouTube. This study adds to emerging research on media trust in the digital age, with implications for both digital and mainstream media to improve audience engagement and trust by becoming more transparent and accountable.