Is trusting Estonian Public Broadcasting strongly related to trusting the Estonian state?
In a fragmented media landscape, trust in public broadcasting has become a vital indicator of democratic resilience. Mare Ainsaar’s quantitative analysis reveals a strong correlation between trust in Estonian Public Broadcaster (ERR) and confidence in the Estonian government, particularly among ethnic minorities.
While 78% of ethnic Estonians trust ERR, only 37% of Russian-speaking residents do, and nearly half in this group distrust both ERR and the state—a worrisome signal for societal cohesion. Using data from over 8,000 respondents, the study finds that trust in ERR is shaped less by socioeconomic background than by political trust, suggesting that ERR is widely perceived as an extension of state authority. Consequently, enhancing ERR’s credibility could reinforce broader institutional trust—especially critical during crises. The findings underscore the urgency of targeted media strategies to foster inclusion and mitigate ethnic cleavages in trust toward public institutions.