Journalists’ Perceptions About Public Trust in East African Media: Comparative, Cross-Country Surveys from Kenya, Uganda and Rwanda

Scholars have increasingly turned their attention to the ways in which the public trusts an array of media content, outlets, and platforms. However, the bulk of this work has focused on audience research in Western democracies. This study uses surveys of journalists in Rwanda, Uganda, and Kenya in 2019 to examine the metajournalistic discourse surrounding how press freedom levels, technological advancements, and various sociopolitical factors impact public trust in the news media. Findings indicate that Kenyan journalists believe that public trust in the media is high, while Rwandan journalists perceive the lowest levels of public trust in the press. Findings also suggest that journalists in these three East African nations believe the public is more likely to trust the press when journalists are committed to advocating for the public and maintaining peace in the country. This study also highlights the importance of understanding journalists’ perceptions about their audiences when examining journalism practice around the world.