Trust in the Context of Audience Fragmentation
Trust in the Context of Audience Fragmentation

Summary/Abstract: The growing complexity of today’s societies in combination with increasing audience fragmentation makes the question ‘what is holding society together?’ more important than ever. If ‘trust’ is the primary ‘cement’ used in the building of an operational communicative network without personal contacts and face-to-face communication, do we see changes in trust patterns going hand in hand with increasing social diversity and fragmented media? In this article we will examine the connections between trust, media usage and social participation. In the first part we will analyse the general societal context and trust in European societies, based on Eurobarometer surveys, highlighting cultural/national specifics. We will then concentrate on those general social factors that illuminate the patterns of social participation and media usage, and show interconnections between these factors and trust levels. In order to make this study as comprehensive as possible, our study of Estonia will be discussed in detail.

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