EXPLORING PUBLIC TRUST IN PAKISTANI NEWS MASS MEDIA

Abstract

This study explores public trust in the print and electronic media in Pakistan and its influence on consumption patterns. Source credibility theory is used as a theoretical framework in this study. By collecting responses from 380 residents of Islamabad through multi-stage sampling method, the researcher examined the patterns, correlations of media trust across demographic groups and consumption behaviors. The results show that newspapers are considered the most trusted medium. Despite being the most consumed news medium, television is regarded as the least trusted. The findings also reveal that demographic variables such as gender, education, and income exert very limited influence compared to structural and institutional factors. Moreover, higher trust levels are positively associated with greater consumption of newspapers and television. The results further indicate that audiences give more preference to international media over national media reflecting the perception that domestic media are less credible due to political influence