Building trust - from television to the internet : crowds, trust and digital engagement
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In the late 1960s, American democracy entered a crisis of trust and declining civic engagement. Policy makers interested in rebuilding trust with the people have often resorted to new communication technologies, but the impact of these technologies is sometimes unclear. The research presented here found that the impact of novel communication technologies is sometimes over-rated and that too much significance has been placed on leadership charisma. Sound strategic and tactical plans are critical to a successful outcome of any trust building activity, as trust is not necessarily created and sustained through the same means. Second, such plans must regularly be revised, and require competent expert support to execute strategic goals. This work concludes that – at all levels of public leadership – a change in thinking about digital technology is required, and that such technologies should be approached as opportunities rather than threats. Such an approach helps identify and deploy creative solutions, and speaks to younger generations who are more likely to embrace new technologies.