Media Trust and the COVID-19 Pandemic: An Analysis of Short-Term Trust Changes, Their Ideological Drivers and Consequences in Switzerland

We analyze short-term media trust changes during the COVID-19 pandemic, their ideological drivers and consequences based on panel data in German-speaking Switzerland. We thereby differentiate trust in political information from different types of traditional and non-traditional media. COVID-19 serves as a natural experiment, in which citizens' media trust at the outbreak of the crisis is compared with the same variables after the severe lockdown measures were lifted. Our data reveal that (1) media trust is consequential as it is associated with people's willingness to follow Covid-19 regulations; (2) media trust changes during the pandemic, with trust levels for most media decreasing, with the exception of public service broadcasting; (3) trust losses are hardly connected to ideological divides in Switzerland. Our findings highlight that public service broadcasting plays an exceptional role in the fight against a pandemic and that contrary to the US, no partisan trust divide occurs.

Automated summary

We analyzed short-term changes in media trust during the COVID-19 pandemic in German-speaking Switzerland, focusing on its ideological drivers and consequences. Our findings highlight the significance of media trust in influencing people's willingness to comply with COVID-19 regulations. Media trust levels decreased for most media outlets during the pandemic, with the exception of public service broadcasting. Unlike the United States, Switzerland did not experience a partisan trust divide.