We can’t trust them! The effects of populist blame attributions to political and media elites on perceived factual relativism

In times of increasing distrust toward factual and established information, populism often takes on an explicit epistemic dimension. Prior research has indicated that disinformation labels employed in populist communication can fuel distrust in established media. Yet, we know little about whether the populist attribution of blame to different elites – politicians and the media – affect perceptions of factual relativism. To advance the field, we use an experiment (N = 428) in which participants were exposed to populist messages blaming political or media elites for deceiving or not representing the people. Our main findings indicate that there are no direct effects of such accusations on perceived factual relativism. Yet, participants with higher levels of media distrust were affected most by populist messages in which mainstream media sources were blamed. As a main implication, this reveals that disinformation accusations in populist communication mainly have a reinforcing effect among distrusting citizens.