Why they don’t trust the media: The Chinese public’s perception and evaluation of news media in the social media era, taking the Liu Xuezhou incident as an example

With the advent of the post-pandemic era characterised by increasing social uncertainty, the public is placing higher demands on the trust in news media. According to the 2023 Edelman Trust Barometer, the image of the media in the public’s mind is deteriorating. Why don’t they trust the media? What are the reasons given by the public when the media is denounced as unscrupulous? Taking the Liu Xuezhou incident as a typical case, the study extracts key elements from 5,225 related microblog texts, identifies the main topics of public discussion with the help of LDA topic modelling, clarifies the referential dimension of unscrupulous media with the help of pointwise mutual information, and analyzes netizens’ evaluations related to different referential levels of the media through visual semantic networks, which can help formulate dialectical thinking on media trust in the context of China in the era of social media.