Media

Sofia Parry

Navigating Trust In the Digital Media Landscape: Credibility Across Influencers, Platforms and Traditional Journalism

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My name is Sofia Parry, and I am a fourth-year Communication and Public Relations student at Toronto Metropolitan University. I am especially interested in digital media, influencer culture, and how evolving media platforms are reshaping the way audiences understand trust and credibility. My work focuses on the intersection of communication, technology, and audience perception in today’s fast-changing media environment. I am passionate about developing creative and strategic communication approaches, and I hope to pursue a career in public relations or digital communications where I can contribute to meaningful, impactful storytelling.

My research examines how audiences navigate trust and credibility within today’s digital media landscape, where information is encountered through a combination of influencers, social media platforms, and traditional journalism. As media consumption becomes increasingly fragmented, individuals are required to actively evaluate multiple sources of information rather than rely on a single authority. Through secondary research and comparative analysis, this project explores how authenticity, authority, and platform-driven visibility shape perceptions of credibility. The goal is to better understand how trust is constructed in contemporary media environments and what this shift means for communication and public relations strategies.

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