For more than a generation, research has tried to identify the qualities that lead people to trust news. The work has concluded that in general people want journalism to be fair, balanced, accurate, and complete. It can be unclear, however, what these broad factors mean or how news organizations can achieve them.
Even more challenging, these traditional conceptions of trust were formulated before the advent of the Internet and did not account for all the ways that consumers today encounter news and publishers can deliver it.
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