Second screening and trust in professional and alternative media: the mediating role of media efficacy

Abstract

In the media convergence landscape, consumption of traditional, well-established media is increasingly combined with newer digital and online platforms such as blogs, podcasts, and social media, which has changed the way news users engage with media content. This study examines the relationship between hybrid media use—specifically, second screening—and trust in both professional and alternative media. Drawing on a two-wave U.S. panel data, first, we find that the second screening positively predicts individuals’ belief in the media’s ability to help them comprehend complex political matters, known in the literature as media efficacy. Furthermore, second screening is positively associated with alternative media trust but is not significantly related to trust in professional media. However, media efficacy positively mediates the connection between second screening and trust in both alternative and professional media. By delivering valuable information to help the public understand intricate political topics, the second screening promotes news media trust.