How Media Perception Influences Individuals’ Perception of the Spanish Economy

Abstract

This thesis aims to determine how an individual’s perception of media affects their perception of the Spanish economy. Specifically, it focuses on how perceived media bias, tone, and media use affect perceived media trustworthiness and then analyses if media trust has an effect on perception of the Spanish economy. Framing theory, Media Dependency theory, and the Elaboration Likelihood Model (ELM) were combined to explain the relationships and effects of media on individuals. These theories create a theoretical framework which assumes that media dependency affects individuals’ actions and perceived trust of media, the framing of news affects bias and tone perceived by audiences and that in turn affects trust and finally that motivation and ability to think critically about the information affect media perception. It is then assumed that these factors and trust in media will have an effect on perception of the economy. Due to the sample size and method of data collection we cannot assume that the findings are representative of the general Spanish population. However, the findings seem to support ELM theory, Framing theory, and Media Dependency theory, as those who depended more on media, who perceived media to be more accurate and who had previously taken actions based on media information had more trust in economic media. Moreover, the study shows that perceived media bias has a negative relation with perception of the Spanish economy, further supporting Framing theory. Finally, the study shows that there is a slight positive relation between trust in media and perception of the Spanish economy, showing that those who are more trusting of media perceive the Spanish economy to be doing better.