TRUST IN MEDIA: A COMPARATIVE ANALYSIS OF SOCIAL MEDIA & LEGACY MEDIA IN PAKISTAN

Abstract

This study examines the evolving dynamics of media trust among media students at the University of the Punjab, focusing on their perceptions of mainstream and social media in terms of credibility, bias, and reliability. Using a quantitative survey method, the research analyzed correlations between perceived media bias, misinformation, and attitudes toward regulation and fact-checking. The findings revealed a significant positive relationship between perceived media bias and the demand for verification and oversight (r = 0.340, p < 0.01). Despite reporting higher levels of trust in social media compared to mainstream media, respondents demonstrated awareness of its vulnerabilities, particularly the rapid spread of misinformation and the influence of algorithmic personalization. Overall, the findings underscore the evolving relationship between media users and information sources in Pakistan’s digital era and emphasize the urgent need to foster media literacy, promote transparency, and strengthen ethical journalism practices to rebuild public confidence and ensure responsible communication in a rapidly changing media environment.