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Media Trust and Persuasion

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  • Kitamura, Shuhei
  • Kuroda, Toshifumi

Abstract

This study examines the effect of media use on media trust and persuasion using a large-scale randomized field experiment, which was conducted in collaboration with the nation's most trusted media outlet. By randomly increasing the capacity for viewing its TV programs, we found that this treatment increased support for government policies by increasing program viewing time, which is, as we demonstrate, biased in favor of the government. Furthermore, we determined that the effect is driven mostly by those who trusted the outlet more than other broadcasters and that their levels of trust in the outlet were even *increased* by our treatment, which we call *endogenous persuasion*. By contrast, we did not discover heterogeneous effects with respect to political preferences. To better understand the mechanism underlying these findings, we developed a model of endogenous persuasion.

Suggested Citation

  • Kitamura, Shuhei & Kuroda, Toshifumi, 2021. "Media Trust and Persuasion," OSF Preprints 4h6qe, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:4h6qe
    DOI: 10.31219/osf.io/4h6qe
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    References listed on IDEAS

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    1. José Luis Montiel Olea & Carolin Pflueger, 2013. "A Robust Test for Weak Instruments," Journal of Business & Economic Statistics, Taylor & Francis Journals, vol. 31(3), pages 358-369, July.
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