Predictors of trust in digital-born news media: a study of the Cuban independent media Periodismo de Barrio

Abstract

The loss of trust in the media at a global level challenges the mission of journalism as a guarantor of social cohesion and public deliberation. In the context of growing interest in academic research on this topic, this paper aims to analyze the predictors of trust among the audience of Periodismo de Barrio, a journalistic organization independent from the Cuban political state power. The study adopts a quantitative methodology, based on an online self-administered questionnaire to the audience of the media, and applies a multiple linear regression to the data obtained. The results show that civic role conception, publicly commenting on the media's platforms, satisfaction with political topics, and the perception of quality in source contrast have a positive effect on media trust, which is also influenced by the audience's place of residence. The trust analysis model integrates variables related to the audience's socio-demographic characteristics, the media's contents, and the relationship of both (audience and media) with the country's media and political system. All this is framed within a media project oriented to critical, explanatory, and investigative journalism; an audience with a high education level and multiple residence places; and a fragmented and ideologized media ecosystem. The findings confirm the importance of thinking about trust in the media from a contextual, fluid and multisituated perspective.