Francisco J. Pérez-Latre, Professor of Journalism, Univeristy of Navarra

IMMAA Communication
March 18, 2025
CITI-IMMAA Seminar
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“Trust in Media Today”

This seminar was organized by Mercedes Medina Laverón, Professor of Marketing and Communications at University of Navarra.

Professor Pérez-Latre will address the declining levels of trust in media, exploring several key factors that contribute to this phenomenon. The discussion will include an analysis of the digital revolution, the economic challenges encountered by media organizations, political polarization, and the widespread dissemination of misinformation. Furthermore, he will evaluate the significant repercussions of this decline in trust, particularly its effects on political discourse, democratic institutions, and the collective capacity to confront societal challenges.

Francisco J. Pérez Latre is Professor of Journalism and the Academic Director of Postgraduate Studies at the Faculty of Communication at the University of Navarra. He holds a PhD from the University of Navarra, and a Master of Arts in Advertising and Marketing from Emerson College, Boston (1993). He was Academic Director of the Institute of Media and Entertainment (IME) in New York.

He is the author of eleven books, 36 book chapters and 88 scientific and popular articles on communication. His research focuses on trust, attention and other humanistic and anthropological foundations of marketing and communication companies. He regularly shares the contents of his research in publications such as The Conversation and through his accounts on X and LinkedIn.