Postnormal Trust: The Case of the Media

Abstract

This article is the first installment of a two-part paper aimed at assessing whether the theory of postnormal times provides an appropriate framework for examining the evolution of public trust in the media. Building upon previous studies that have explored the applicability of postnormal times theory in explaining changes in the new century, this paper specifically examines communication as a new case study, delving into factors that either foster or impede trust in the media. This paper argues that communication, both as a theoretical disclipine and as a human activity, exhibits characteristics of postnormality. It contends that not only does communication adhere to the tenets of postnormal times, but it also serves as one of the principal indicators of postnormality on a global scale, particularly concerning trust in the media. The article evaluates the suitability of postnormal times theory to study the recent evolution of communication. It then conducts a review of existing literature on trust in the media and proposes a roadmap for constructing prospective scenarios through the Three Tomorrows’ approach.