Five Takeaways from Speaking at the GBH Media Summit

Bridging the Trust Gap: Lessons from Journalists, Researchers, and Newsfluencers

Last month, I had the opportunity to sit on a panel at the GBH Media Summit: a gathering of journalists, researchers, and community leaders focused on the future of public media and its role in a rapidly shifting information landscape. The theme this year was trust, and if there’s one word that defines both the promise and the problem of our media moment, that’s it.

As a social psychologist who studies misinformation and the dynamics of trust, I was invited to speak about how people come to believe what they believe, and why even well-intentioned efforts to fact-check or debunk do not always (or often) work. My panel with Renee Diresta, Naomi Oreskes, and Meg Marco is now on YouTube.

Here are a few reflections I took away from both my panel and the broader conversation:

1. Trust is Local

One of the most critical themes of the summit was the importance of proximity, both physical and relational. People are far more likely to trust information when it comes from someone they already know and respect. That means local media isn’t just a nice-to-have; it’s essential to the health of our democracy.

2. Facts Aren’t Enough

Correcting misinformation with more information doesn’t always work. What we should pay more attention to is the way information is shared: Is it values-aligned? Is it offered with humility and curiosity? Is it engaging and jargon-free? Is it coming from someone who connects with and understands the lived realities of the audience?

3. Public Media Has a Unique Role to Play

Unlike partisan outlets or algorithm-driven platforms, public media is uniquely positioned to serve as a bridge, centering truth while still earning trust. Public media retains a relatively broad and politically diverse audience, making it one of the few media spaces not wholly defined by political identity. But to live up to this potential, public media must also be willing to confront its own blind spots and prioritize listening, reflection, & dialogue as much as broadcasting. Trust is not just built through content, it’s built through connection.

4. We Need to Build More Cross-Sector Collaborations

The future of trustworthy communication can’t fall on journalists alone. Researchers, educators, clinicians, faith leaders—anyone in a position of relational influence—needs to be part of this work. And we need to support them with evidence-based tools, training, and ongoing dialogue. Traditional media should focus more on how social factors influence how information is consumed and processed.

5. The Influence of Newsfluencers

“Newsfluencers” are independent creators who blend news coverage with engaging content on their own platforms. I attended the panel of these “newsfluencers” and all of the panelists had roots in traditional journalism but have built large followings on platforms like TikTok, YouTube, and Instagram by explaining the news in accessible, trustworthy ways. Newsfluencers understand the current media ecosystem, reach broader and younger audiences, and still hold tight to rigorous sourcing and ethical standards. Their presence signals that trust in news doesn’t have to come from legacy institutions alone, and that new forms of journalism can thrive when done well. They all acknowledged that the infrastructure of traditional media is still critical for their own news coverage, so ideally, there should be partnerships between them.

Conclusion

Building trust in today’s media landscape isn’t just about delivering facts—it’s about connection, humility, and collaboration. Whether through local journalism, community partnerships, or new voices like newsfluencers, the future of trustworthy communication depends on meeting people where they are and earning their trust over time.