"This report examines how people in Brazil, India, the UK, and the US view news media in their countries, the factors they use when determining whether sources are trustworthy, and what ‘trust in news’ ultimately means to them [...] While we note throughout the report areas of difference between the four countries, such as the role played by particular forms of news or individual media figures, mainly we focus on the similarities we found, which were often striking. In most cases, study participants tended to fall back on impressions of brand quality that many said were rooted in how familiar they were with a given source and its reputation established over time based on past use, perceived partisanship, or word-of-mouth. Although many spoke about the importance of accuracy and impartiality in their assessments of trust – with individual journalists typically playing a lesser or even negative role – such terms often meant different things to different people. While a minority raised concerns about representation and whether news aligned with their lived experiences, others focused on perceived political or commercial biases or their sense that all news sources were irretrievably beholden to elite agendas." (Conclusion, page 40)