The Rhetorical Construction of Trust Online
Article first published online: 10 JAN 2006
Volume 13, Issue 4, pages 392–410, November 2003
How to Cite
Boyd, J. (2003), The Rhetorical Construction of Trust Online. Communication Theory, 13: 392–410. doi: 10.1111/j.1468-2885.2003.tb00298.x
- Issue published online: 10 JAN 2006
- Article first published online: 10 JAN 2006
The antidote to perceived risk is trust, and transactions on the Internet are rife with perceived risk. This article establishes a need for trust messages online in a broader context of declining social trust, reviews trust literature, and then provides four tenets of trust that provide a basis for such rhetorically constructed messages. In addition to offering foundations for the rhetorical construction of trust online, the article presents 2 rhetorical paradoxes of trust that contain both opportunity and danger for scholars and netizens alike.