While studies of media trust that rely on survey data and statistical analysis give us valuable information, there is some uncertainty about what exactly is being measured with these study designs. There is a need for more inductive and qualitative studies that can help us develop our understanding of the concept and phenomena of trust as such. In this article, we present an analysis of a qualitative interview study (N = 97) with open-ended questions of trust. The results suggest that, although there are many ways to interpret this question, only some lead people to evaluate what researchers usually associate with media trust. Instead, informants saw trust as an "impossible" question; they saw it as an opportunity to communicate a standpoint express identity and emotion or casts the trust-question as an issue of knowledge and rationality. We consider that the results from this study illustrate some of the difficulties that need to be overcome in order to advance the research on media trust.