What's left of trust in a network society? An evolutionary model and critical discussion of trust and societal communication

There seems to be dwindling trust in media and public authorities in highly developed, democratic societies, with a common fear that audiences are being manipulated. At the same time, people in these countries increasingly turn to alternative information sources, like social networks, blogs and other forms of online communication that they deem to be more authentic. This article discusses the role of trust in parallel to the development of society and media. On the basis of an evolutionary model of societal communication, the author develops a concept of network trust vis-a-vis institutionalized trust and personal trust. He argues that a widespread loss of trust in media and institutions might pose a danger to democratic societies - and that various forms of (participatory) network communication might not be an adequate solution to this problem.