Political ideology, media-source preferences, and messaging strategies: A global perspective on trust building

Abstract

Using global survey data based on the 2013 Edelman Trust Barometer annual survey, this paper looks at predictors of business trust in the top five countries based on GDP ranking – the United States, China, Japan, Germany, and France. Demographics emerged as significant predictors of trust across countries, while political ideology was a key driver of trust in the U.S. Political ideology also interacted with preferred media choice in predicting trust. Theoretical and practical implications for effective public relations practice are discussed.