ABSTRACT
This chapter presents some methodological insights into how trustworthiness is studied in, respectively, rhetoric and classic trust research in the social sciences and psychology. It presents our methodology by elaborating on the basic mantras and premises of EM/CA. The tradition for studying trustworthiness in rhetoric has grown out of studies of public oratory. CA is a strictly empirical approach, and data are always recordings (preferably video) of naturally occurring interactions in whatever setting is of interest. CA is the study of social interaction turn by turn, as these interactions unfold in their sequential environment. CA research is concerned with identifying and explicating the norms, practices and actions that members of society themselves recognize, and orient to, both as resources for their organization of conduct and for making sense of the world (Pomerantz & Fehr, 2011). These orientations can be seen as displayed in the ongoing interaction as it progresses turn by turn.
