Förtroende – Enkelt att fördärva, svårt att förvärva

Detta är en Kandidat-uppsats från Göteborgs universitet/Institutionen för journalistik, medier och kommunikation; Göteborgs universitet/Institutionen för journalistik, medier och kommunikation

Författare: Tuva Hansson; Teo Kristjansson; [2018-09-07]

Nyckelord: Media trust; trust; media;

Sammanfattning: Purpose: The main purpose of this study is to examine how the individuals, who is a part of ourfocus groups, themselves experience their own trust or not trust for media in order to illustrate howit looks for these individuals. This is because we won't be able to draw a general conclusion.Method: Qualitative in-depth interviews with five focus groups with four to six members in eachgroup.Procedure: We put together five focus groups representing the age range which we are focusingon. Thereafter the groups participated in semi structured discussion under our monitoring led bythemes regarding their media trust. After that we transcribed and analyzed the material based on“Intergrative model of organizational trust” by Roger Mayers, James Davis and David Schoormanstheory about how to build trust and “Det viktiga institutionsförtroendet” by Sören Holmberg andLennart Weibull.Results: How the respondents themselves look at their trust, or lack of it, to the media. How they,in many cases, feel utilized in relation to the media that, in their opinion, only chase clicks on theironlinepages and to sell.The respondents trust varies depending on content, platform and company.This depends on factors such as the time of the relationship to the media, the reputation of thecompany in question and if they advertise a lot or not.All respondent sees a connection between the digitalizacion, the hard competition between thecompanies and their lack of trust for them.They also state that the major source-critical focus they had under their education plays a big role intheir attitude.

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