Credibility in context: How values, political orientation, and demographic factors shape perceived credibility of public service media in East and West Germany

This study investigates how individual values, political orientation, and sociodemographic factors shape the perceived credibility of Public Service Media (PSM) in Germany. Amidst a broader epistemic crisis marked by declining trust in institutions, understanding the determinants of media credibility is crucial. Drawing on two waves of representative online surveys (N = 2,036) in 2024, the study examines the influence of personal values and political orientation on PSM credibility. A factor analysis of 32 personal values identified six value clusters, revealing that empathy and political interest enhance credibility perceptions, whereas success orientation, tradition, stability, and joyfulness diminish them. A moderating effect of the origin (East/West Germany) on the effect of political interest on PSM credibility could be shown. Against previous research, age and gender were found to have no significant influence. Results further show that higher social class is positively associated with perceived credibility, while right-wing political orientation significantly reduces it. The findings underscore the importance of value-based and ideological alignment in restoring public trust in PSM. By demonstrating that credibility is not only shaped by political orientation but also by deeply held personal values, this study contributes to a nuanced understanding of media trust and offers actionable insights for public broadcasters seeking to address audience fragmentation and ideological polarization. The implications are particularly relevant for democratic societies aiming to strengthen institutional trust through credible and inclusive media communication.