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Updated: May 10, 2025

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Is trust a zero-sum game? What happens when institutional sources get it wrong.

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  • 1Department of Psychology, Wilfrid Laurier University, Waterloo, Canada.

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When a media source errs, trust in that specific source declines, not benefiting competitors. However, significant distrust can generalize across the entire media landscape, especially if sources appear politicized.

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Area of Science:

  • Social Psychology
  • Media Studies
  • Communication Science

Background:

  • Declining trust in mainstream institutions correlates with increased reliance on alternative media and conspiracy theories.
  • Limited research exists on trust dynamics across multiple information sources.
  • Understanding how trust shifts in response to errors is crucial in the current media environment.

Purpose of the Study:

  • To investigate the dynamics of trust across various media sources when an error occurs.
  • To test four distinct models of trust dynamics: independent judgment, zero-sum competition, generalized distrust, and politicization effects.
  • To examine reactions to errors in both food regulations and COVID-19 precaution contexts.

Main Methods:

  • Conducted three experimental studies with a total of 2,951 participants.
  • Examined participant reactions to a source making a serious error.
  • Analyzed trust levels in the erring source, its competitors, and the broader media landscape.

Main Results:

  • Trust decreased for the specific source that made an error, irrespective of whether it was mainstream, counter-mainstream, or neutral.
  • Trust did not increase for competing sources when one source erred, challenging zero-sum competition models.
  • Errors sometimes led to a generalized loss of trust across all sources, indicating holistic media landscape evaluation.
  • Perceived politicization of a source correlated with decreased trust in that source and increased trust in its competitors.

Conclusions:

  • Trust in individual media sources may be judged independently, but errors can also trigger broader distrust in the media.
  • The politicization of information sources significantly influences trust and competitor preference.
  • Findings suggest a complex interplay between source-specific evaluation, generalized media distrust, and the perceived political leaning of information providers.