Cultivating Trust for Health Experts During COVID-19: A Fresh Look with Freedom of Speech

ABSTRACTDuring times of a pandemic, the importance of having trust in health experts cannot be overstated. This comparative study with six societies (United Kingdom, United States, Taiwan, Singapore, Hong Kong, and Mainland China) adopts a multilevel analysis in investigating the media cultivation effect of television, newspaper, and social media on trust in health experts during the COVID-19 pandemic. It also examines how freedom of speech influences the cultivation effect. The findings suggest cultivation of these media enhances trust in health experts. Interestingly, freedom of speech undermines the cultivation effect of newspapers and social media but boosts the effect of television. Theoretical and practical implications are discussed. Disclosure statementNo potential conflict of interest was reported by the author(s).Additional informationFundingThe work was supported by the City University of Hong Kong, No. 9610573, 9380119, 7005703.Notes on contributorsJennifer LauJennifer Lau (M.A. Michigan State of University) is a doctoral student of the Department of Media and Communication at the City University of Hong Kong. Her research interest focuses on media psychology, and persuasive communication. She is also a media and marketing veteran with over 10 years of experience.