CREDIBILITY IN DAILY PROFESSIONAL LIFE: perceptions of Brazilian journalists

CREDIBILIDADE NO COTIDIANO PROFISSIONAL: percepções de jornalistas brasileiros

CREDIBILIDAD EN LA VIDA COTIDIANA PROFESIONAL: reflexiones de periodistas brasileños

ABSTRACT

Increased political polarization, the proliferation of conspiracy theories, and widespread misinformation are factors that contribute to increased distrust in institutions, and journalism is not immune to these effects. This article focuses on how Brazilian journalists perceive and relate to the trust-credibility binomial. Based on a survey applied to journalists in June and July 2024 (n=446), recruited online and in person during a national professional event, we obtained responses on the functioning and importance of credibility with sources and audiences, and on determining factors for maintaining public trust in journalism. The results show different levels of concern among professionals, fragility in corporate policies to retain credibility, and awareness of the erosion of trust in the face of new configurations of the attention economy.

Key words
Perception; Credibility; Trust; Brazilian journalism; Professional practice