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ERIC Number: ED110996
Record Type: RIE
Publication Date: 1975
Pages: 203
Abstractor: N/A
The Medium and Mass Media Credibility: A Study of the Relationships among Apparent Credibility, the Medium as an Approximation of Reality, and the Level of Priority of the Credibility Dimension.
Morgan, Harmon Loyd
The basic premise in the study of the mass media and media credibility was that the medium is a major factor in the determination of the credibility of information by receivers. Relationships between media credibility and sociolinguistic theory were explored, and the factor analysis was used to organize patterns of perception of media credibility into distinct types. Results indicated that the medium is a major, but not overriding, element; that the priority level of credibility appears to be low; that apparent credibility appears to be the standard used by people in the assessment of media credibility; that mass media credibility appears to be a question considered by only one type of person in a positive sense and not a question of importance to other types of persons; that negative assessments of credibility perception, such as significant positive acceptance of one channel and rejection of another channel, must be included in speculations about the meaning of credibility research; and that the importance of communicators is affecting credibility ratings among the mass media appears to be a negative factor and not the positive contribution expected. According to this study, the value of applying sociolinguistic theory to credibility research may be higher than appears on the surface. (Author/RB)
University Microfilms, P.O. Box 1764, Ann Arbor, Michigan 48106 (Order No. 75-16,277, MFilm $5.00, Xerography $11.00)
Publication Type: Dissertations/Theses
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A
Note: Ph.D. Dissertation, Southern Illinois University