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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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Burcu Zeybek - An Empirical Study on Trust in Political Leaders


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Burcu Zeybek

An Empirical Study on Trust in Political Leaders

Abstract The aim of this research is to measure young university students’ level of confidence in political leaders, determine trust factors and present the attitudes and behavioural patterns when they have trust. The study also aimed to determine which information sources are used for obtaining information about the leaders and frequency of using these sources, their trust in knowledge sources and to what extent they regard leaders with respect to specific responsibilities.

As a result of the research, it was determined that the trust level of young participants, who are the dynamic segment of the society and hold a significant position politically, towards political leaders, and the credibility of information sources is quite low. The general attitude of young people when they trust a political leader is to support their acts and activities by voting. Start of alienation to politics among the young members of a society in which distrust is gradually increasing, problems confronted in the operational process of politics, and the fact that distrust closes communication channels are factors, which were determined as significant data compared with findings related to general level of trust in the study.

Trust starts in an individual’s process of perceiving the world with basic trust, materializes with interpersonal trust relationships with other individuals and groups, and forms a structure thatdevelops in the systems and networks of life through social trust. Diversification of...

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