Traditional or New Media: Impact of Risk Perception and Government Trust on Media Trust in Various Risk Scenarios in China

This study aims to explore the influence of public risk perception on media trust in different risk scenarios, examining the role of government trust therein. Risk scenarios include known and unknown risks. Media types are categorized as traditional and new. Based on data from 1,925 survey responses collected in China, the study employs multiple linear regression models and moderation analysis. The findings suggest a significant positive predictive relationship between risk perception and public media trust. However, this positive effect substantially diminishes under conditions of heightened risk uncertainty. Irrespective of risk uncertainty, the influence of risk perception on trust in traditional media consistently surpasses its impact on trust in new media. Furthermore, government trust emerges as a pivotal factor affecting public trust in media. Nevertheless, in contexts characterized by elevated risk ambiguity, the beneficial effects of government trust on media trust experience a marked reduction. Similarly, government trust exerts a more robust positive influence on trust in traditional media compared to its impact on trust in new media. Lastly, government trust serves as a moderator in the relationship between risk perception and media trust, with the nature of this moderation varying according to different media types and risk scenarios. These findings broaden the research scope on public trust in the media and provide valuable insights for entities involved in public risk management.