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ERIC Number: ED262436
Record Type: Non-Journal
Publication Date: 1985-Aug-5
Pages: 45
Abstractor: N/A
Reference Count: N/A
Measuring the Concept of Media Credibility.
Gaziano, Cecilie; McGrath, Kristin
A study was conducted to explore attitudes toward the credibility of individual media and news media in general. The first phase of the study was a series of focused group discussions, while the second involved a national representative sampling of 1,469 adults interviewed by telephone, 875 of whom were then surveyed by mail. Credibility scores for newspapers and television were constructed and used as a "yardstick" with which to measure results, including indicators of credibility developed specifically for this study and indicators developed by other studies. These results showed that it is possible to develop a useful summary measure of credibility as long as the complexity of credibility is taken into account. The results also showed that, although people's attitudes toward credibility of newspapers and television are often similar, when forced to choose, they are likely to perceive television as more credible than newspapers. Television was chosen by most respondents as the medium: (1) they would believe concerning reports of conflict; (2) they would choose if they were limited to just one source for local, state, or national/international news; and (3) they consider most reliable for local, state, and national/international news. Newspapers were named as most reliable for understanding complex or controversial local topics. (Extensive tables of data are included.) (HTH)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A