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Trust in Communication Management

Edited By Aydemir Okay

This book aspires to make an expedient contribution to the trust-based body of knowledge. Various disciplines analyze the notion of "trust", by addressing it from their own perspectives. The fact that the importance of multilevel and cross-level perspectives is gaining increasing attention in communication management has led to a call for examining trust across levels of communication analysis. The authors approach trust from the standpoint of different sub-branches of communication discipline, including brand management, public relations research, comparative advertising, health communication, political communication and digital communication. In addition, this book provides empirical evidence from a wide range of cases in Turkey, seeking to both reveal the existing situation in details and open up a world of new questions and lines of enquiry to pursue for future research.


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Part I Trust Concept in Different Communication Fields


Aydemir Okay Trust and Theory of Trust Abstract The concept of “trust” applies to all human relations� It is multifaceted and de- fined in a variety of ways� Some scholars define it as an expectancy held by an individual or a group that the word, promise, verbal or written statement of another individual or group can be relied upon, while others view trust as an affective (emotions) or a cognitive (rationality) attribute, or both� The instances in which trust was taken into consideration date back a long time� To exemplify, Confucius named trust as “the foundation and prior condition of social relations”� The fact that trust had been seriously considered by such thinkers as Hobbes, Locke and Hume, and political scientists as well as such sociologists as Durkheim and Simmel is the source of the interest that social scientists showed in the topic� This study involves components of trust and other concepts related to it� It also argues the theory of trust� Trust Concept Trust has always been important for human relations since ancient times� Möller- ing et al� (2004) demonstrated that the word “trust” dates back to 13th century Middle English and has its etymological roots in older expressions indicating faithfulness and loyalty, however the phenomenon of trust is probably as old as the earliest forms of human society� For example, Confucius (551–479 BC) regarded trust to be a prerequisite and basis for all valuable social relations (Hassan and Semerciöz, 2010: 69)� The fact that the...

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