An Empirical Study On People’s Trust In Mass Media

People’s Trust on Mass Media is the core competitiveness enabling the media brand to suit the maketing competition. This paper aims to study people’s Trust on Traditional Media, explores three categories of issues that is measures the trust extent of Chinese on the newspapers, televisions and radios. Besides, based on the social categorization hypothesis, different people attend to media types and defferentiate media trust evaluation, and make the survey of he relative factors having influence on traditional media trust.Based on "media, attitude and behavior" research project, the paper collects relative datas of people’s trust evaluation on traditional media including newspapers, televisions and broadcasts through empirical research methods, survey tools and investigations into the citizences within the Outer Ring Road of Chengdu. Furthmore, the paper uses SPSS (17.0) statistical software for data processing and analysis that includes Descriptive Statistical or Analysis, One-Way ANOVA, Cross-Table Analysis, Linear Regression Analysis etc.The rearch discovers that televisions get the highest trust extent among which China’s audience give to newspapers, televisions and broadcasts. On the basis of Audience’s social categorization hypothesis, there are sharp contrasts of Audience’s five characteristics including gender, age, education, occupation, political interest and every characteristic group has different trust evaluation on tradition media except the occupation one. There is difference between The rearch result is different from previous ones when making the survey of factors influcing Audience’s trust evaluation on traditional media and gives new opinions on controversial factors, namely the demographic variables has less impact on the trust extent of traditional media in which there is a positive correlation between family economic status and traditional media trust level and between madia using variables and media trust level and there is a negative correlation between gender and traditional media trust extent including news paper and televiosion and between politic interest and that, besides, age is negatively related to newspaper trust level while significantly positive related to televioson trust level and educational level is positively related to newspaper which negatively to televison, and traditional media trust extent is in no correlation to residents’s time, occupation and party nature. Therefore, the research indicates that it should be studied according to specific broadcast media when talking aboult the factors influcing media trust level, such as newspapers and television, and every variable can be the influcing factor of media trust level when meeting every media trust extent and cannot generalize all the media to be analyzed in co-ordination by "media trust’...