TRUST, FAKE NEWS, AND SOCIAL MEDIA: HOW BIASED REPORTING INFLUENCES MEDIA TRUST AMONG SERBIAN YOUTH

Abstract

In today’s media-saturated environment, trust in information sources is becoming increasingly fragile—especially among youth. In Serbia, the mainstream media landscape is often characterized by political bias, soft censorship, and declining journalistic independence, leading to widespread public skepticism. Meanwhile, social media has emerged as a popular but unregulated alternative, particularly among younger generations. This study investigates how biased reporting and the spread of fake news impact young people’s trust in both traditional and digital media. Using a mixed-methods approach, including literature review and original survey data from Serbian university students (aged 18–25), the research reveals that trust in mainstream media is notably low. Many respondents rely on social media despite recognizing its limitations, creating a paradox of convenience and skepticism. The results show a trend of media disengagement and growing apathy, which pose serious risks for democratic participation. These findings emphasize the need for improved media literacy education and institutional support for independent journalism.