Journal of Culture-Communication Studies

Journal of Culture-Communication Studies

Examining the Relationship between Media Consumption and Institutional Trust in Iran

Document Type : Research Paper

Authors
javad sadeqi jafari 1
fateme rahmani 2
1 Assistant Professor of Sociology, Department of Cultural and Media Management, Faculty of Culture and Communication, Soore University, Tehran, Iran. (Corresponding author) Email: sadeghi@soore.ac.ir
2 Master of Communication Sciences, Faculty of Culture and Communication, Soore University, Tehran, Iran. Email: Cheshmehsevoom@yahoo.com
10.22083/jccs.2026.543590.4095
Abstract
Introduction: Media consumption patterns can significantly influence the level of institutional trust. While official domestic media generally aim to construct positive images of institutions and enhance public confidence, foreign media and diverse Persian-language social networks emphasize inefficiency and corruption, transmitting narratives that stand in contrast to the dominant domestic discourse. Drawing on national survey data and integrating sociological and communication perspectives, this study examines the relationship between media consumption and institutional trust in Iran, highlighting variations across age, gender, residential location, and educational subgroups.
Method: The research employs secondary analysis using data from the fourth wave of the national survey Measurement of Cultural, Social, and Political Attitudes of the Iranian People, conducted by the Bina Institute between February 18-23, 2021, with a margin of error of approximately 3.5%. The statistical population comprised Iranian citizens aged 15 and above. A quota sampling method was applied, yielding a sample of 1,007 respondents. Reliability and validity of the questionnaire had been confirmed in prior survey waves.
- Domestic media consumption: Respondents reported their use of Iranian television, radio, newspapers, news websites, and national messaging platforms for following daily news, coded on a four-point scale (1 = never to 4 = almost always). A mean score was computed across five items.
- Foreign media consumption: Respondents reported their use of satellite channels, WhatsApp, Telegram, and Instagram, similarly coded and averaged across four items.
- Institutional trust: Derived from satisfaction ratings with 11 institutions (parliament, presidency, police, judiciary, armed forces, Basij, hospitals, automobile industry, etc.), measured on a four-point scale (1 = completely dissatisfied to 4 = completely satisfied). Responses of “no knowledge” were treated as missing data.
Findings: Table 1. Correlation between Media Consumption and Institutional Trust
Media Type Pearson Correlation Significance
Foreign media -0.365 .000
Domestic media +0.114 .001
N = 864
Results confirm the first hypothesis at the 99% confidence level. Foreign media consumption shows a moderate negative correlation with institutional trust (r = -0.365), explaining 13% of variance. Domestic media consumption shows a weak positive correlation (r = .114), explaining only 1.3% of variance.
Table 2. Correlation by Educational Level
Education Level Domestic Media Foreign Media
Below diploma r = .022 (ns) r = -.243***
Diploma/pre-university r = .220*** r = -.225***
University r = .226*** r = -.343***
**p < .001; ns = not significant
Foreign media consumption has the strongest negative effect among university-educated respondents, while domestic media consumption shows no effect among those below diploma.
Table 3. Correlation by Age Group
Age Group Domestic Media Foreign Media
15-24 r = .422*** r = -.060 (ns)
25-34 r = .179* r = -.345***
35-44 r = .132* r = -.371***
45-54 r = -.049 (ns) r = -.402***
55+ r = .024 (ns) r = -.351***
***p < .001; p < .05; ns = not significant
Unexpectedly, foreign media consumption does not significantly reduce trust among the youngest group (15-24), while domestic media consumption has its strongest positive effect in this group. In contrast, for older groups (45+), domestic media consumption shows no positive effect.
Table 4. Correlation by Place of Residence
Residence Domestic Media Foreign Media
Metropolitan areas r = .190** r = -.307***
Other cities r = .176*** r = -.355***
Rural areas r = -.018 (ns) r = -.396***
***p < .001; *p < .01; ns = not significant
Foreign media consumption has the strongest negative effect among rural residents, while domestic media consumption shows the greatest positive effect among metropolitan residents.
Discussion: Results indicated that foreign media consumption, with an explanatory power of 13%, exerts a moderate negative effect on institutional trust, whereas domestic media consumption accounts for only 1.3% of the variance and has a weak positive effect. The weak impact of domestic media may reflect lower levels of public trust in these outlets as well as their comparatively limited use. This finding is also likely related to differences in credibility between the two categories of media, and may further be explained by the greater appeal of message formats employed by foreign media, which enhance the persuasiveness of their content. A final observation concerns the unexpected and heterogeneous effects of domestic and foreign media across demographic subgroups (age, education, and place of residence). The most plausible explanation is that, consistent with the uses-and-gratifications theory, the extent and type of foreign media use vary across age groups, while diverse social experiences with institutional performance shape subgroup differences in trust. In conclusion, the study demonstrates that although both domestic and foreign media influence institutional trust, the strength and direction of this effect depend on media type and the demographic characteristics of audiences.
Keywords
Domestic media
foreign media
media consumption
institutional trust
civil society
Subjects
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