ERIC Number: ED049619
Record Type: RIE
Publication Date: 1971-Apr
An Analysis of the Methodologies Used in Media Credibility Study Or: "The Medium They Believe Depends on the Question You Ask."
Anderson, James A.
Past studies of media credibility have yielded contradictory results. In some research, television has the most credibility, while in others, radio or newspapers have the most. A probable reason for this is the way survey questions are phrased. In asking for a "major source of news," some questions focus on the "most likely medium" for news in general, others on the "most likely medium" for a specific news story, and others ask for the responder's "most frequent choice" of medium. Because these phrases vary and because questions are offered in a forced-choice format, inconsistent results occur. A multivariate approach to the questions of credibility and usage is, therefore, preferable. The approach should be concerned not only with the characteristics of the individual, but also with the characteristics of the information presented and the particular characteristics of the specific newspapers, television stations, or radio stations which the individual uses as the basis for his general judgments concerning newspapers, television and radio. (JK)
Publication Type: N/A
Education Level: N/A
Authoring Institution: Ohio Univ., Athens.
Note: Paper presented at the International Communication Association Annual Conference (Phoenix, Arizona, April 22-24, 1971)