Media Use,Media Trust And Voting Behavior

Voting in the election of village/community committee is an important part of the democracy at the local level. This article studies how mass media influence people’s voting behavior in the election of village/community committee from the perspective of media use and media trust, based on the 2010 CGSS data. The results (1) find more to support the mobilization theory; (2) compared to the frequency of media use, media content is more important; (3) trust in the local media and local governments has significant impact on people’s voting behavior in the election of village/community committee, while trust in the national media and central government has none. People’s trust in the local governments will interpret the relevance between trust in the local media and voting behavior. These results suggest that improving media’s and governments’public trust will be of great significance to the grass roots democratic construction of our country.