Traditional Culture Encyclopedia - Traditional stories - Conceptual Understanding of Media Credibility
Conceptual Understanding of Media Credibility
Assessment of Media Credibility
It is generally believed that "credibility" corresponds to the English word credibility, which literally means "trustworthiness". In communication science, credibility refers to the audience's perception of the believability of the communicator. Therefore, credibility is not completely objective, it emphasizes the subjective judgment of the receiver of the information on the information/source.
Traditionally, credibility has two major components: trustworthiness (degree of believability) and expertise (professional authority), which are also not completely objective. In political communication, credibility refers to the audience's comprehensive perception of the communicator's power legitimacy, administrative effectiveness, professional authority and charisma. In short, credibility is not a completely objective standard; it is largely a subjective judgment that varies from person to person and from place to place.
Media credibility refers to the quality and ability of media to win the general trust of specific target groups. The reason for emphasizing "specific target group" here is that the credibility of the media changes according to time and space. In other words, a media that enjoys a good reputation among one target group may be disreputable among other audience groups, especially at the international level. In general, the credibility (credibility) of a communicator is directly proportional to the effectiveness of its communication. This does not mean, however, that less reputable communicators (including the media) are less influential, as there are both positive and negative latitudes of communication effectiveness. Certain tabloids (newspapers) with a poor reputation but a very large circulation are also often extremely lethal. In political communication, smear tactics are despicable but very effective.
From a practical point of view, it is important to break down media credibility. Taking the Chinese media as an example, we should distinguish between its domestic and international credibility, as well as the credibility of media of different natures, such as the official media and the market-oriented media, the national media and the local media, the traditional media and the emerging media, etc. We should also distinguish the credibility of the media in different social classes. It is also necessary to distinguish the credibility of the media in different social strata. This is largely true for Western media as well. In some cases, the domestic and international credibility of the media are basically the same, but in some cases they are not the same, or even far apart.
- Previous article:Classification of measurement methods
- Next article:When you can't find your way, it's good to look back
- Related articles
- What are the top ten famous dishes in China? Ask for recommendation.
- The rule of law thinking emphasizes what kind of thinking it is to concentrate the will of the public to make decisions and judgments.
- Beautiful sentences describing the Spring Festival
- What are the characteristics of the lunar calendar?
- Couplets are a treasure in China traditional culture.
- Bull market in 2024-2025
- What are the traditional festivals in Japan? What are your eating habits?
- What are the characteristics of girls with short hair and good looks?
- What is the custom of thanking God in Putian
- How to write farmer in English?