Building legitimacy: Audience trust as a pillar of public service media

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Trust in the public service media provider is crucial for perceived importance, indicating its pivotal role in legitimacy.
Higher education and left-leaning political views lead to greater valuation of public service media, highlighting socio-demographic influences.
This study utilizes data from the Reuters Institute Digital News Report 2023, focusing on the context of Portugal and its audience.
The findings suggest actionable strategies for public service media managers to enhance trust and legitimacy in the digital news landscape.

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Analysis reveals trust significantly enhances the perceived importance of public service media, suggesting strategies for improvement.

Couraceiro et al. (2025) studied this question.

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