Institutional Trust 2008

Since 1997, MedieAkademin has carried out an annual survey titled The Institutional Trust. The survey has focused on major social institutions, such as the parliament, big business, the daily press, and TV/radio, as well as some specific companies such as Sveriges Television, TV4, IKEA, Skandia, and Volvo. The number of institutions included has varied somewhat over the years. Some of the institutions and companies have been measured every year while others have been investigated more irregularly. The survey was carried out by TNS Gallup and involved 1000 individuals who answered a web survey between September 26 and October 3, 2008. The survey comprised 26 institutions/companies/media companies and political parties. The 2008 survey also included questions about the media coverage of the EU and different areas of Sweden, and how the media content influences people’s knowledge, opinions, life styles, moods, and feelings. Purpose: To study the trust that Swedish people have in social institutions, political parties, media, brands/companies, and leaders.