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Media Credibility In Social Media

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1.0 Introduction The question relating to perceptions of media credibility has been a recurring issue in mass communication scholarship since the mid 20th century. Hovland and Weiss (1951) concentrated on dimensions of source credibility, while Rimmer and Weaver (1987) highlighted variations in credibility perceptions of different channels, whereas Westley and Severin (1964) conducted the first comprehensive analysis of news credibility across media outlets. In their classic study, the authors noted that certain demographic variables, i.e. age, education, and gender mediate people’s perceptions of news credibility. The measurement of media credibility has been inconsistent and different operationalization of this construct has led to discrepancies …show more content…

Social media are Internet sites that allow users to interact freely, sharing and discussing information through multiple platforms, i.e. Facebook, Twitter, YouTube, Blogger, WordPress etc. These social tools give people the ability to communicate with each other on a scale and in ways that they can’t with traditional media. The means for any person to publish digital and creative content, provide and obtain real-time feedback via online discussions, commentary and evaluations (Dykeman, 2008, p.1). Thus far, users can create the content easily using digital media tools, Marshall McLuhan once remarked, the content of a new medium usually is built on and expands from the content of an older medium. Therefore, social media freely borrows from traditional media to create new content, which in turn frequently muddles the ownership of intellectual …show more content…

They have the power to make the innocent guilty and to make the guilty innocent, and that’s power, because they control the minds of masses (Malcolm, 1960). Media affects people’s perceptions and priorities, also their thinking about the particular contents. Media shapes the public’s behavior about the issues and plays vital role in highlighting certain issues (Bresson, 1999). According to Festinger (1957), selective exposure and avoidance influence the credibility of news, which asserts that when individuals are exposed to information or events that are inconsistent with their own beliefs, it causes a state of discomfort or dissonance. Ultimately, selective exposure means that readers search for information that supports their beliefs while for selective avoidance, users actively avoiding information that challenges their views, are psychological mechanisms used to reduce feelings of dissonance (Festinger, 1957). In the same vein, Hill (2003) interpreted eight factors in determining the credibility of news – fairness and objectivity, misrepresentation by reporters, economic pressure, privacy versus the public rights to know, conflicts of interest, anonymous sources, gift, as well as compassion versus

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Katie Couric, a well known American journalist once said, “They like being able to turn on the television day in and day out to see someone that they know and they feel comfortable with and trust hopefully and respect even.” (“Katie Couric Quote”) Essentially, a television journalist welcomes themselves into homes all over the world everyday and it is up to the resident to put their whole trust in them. Telling people the news can be difficult, but it is also an experience that the journalist and the viewers experience together. It is the trust of that journalist that creates viewership and the urges to turn to certain channels when gathering news.

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McLuhan’s notion of “the medium is the message” has manifested over time and can now be applied to new mediums that were not around, or not popular, in McLuhan’s time. Social media platforms are a new medium that corporations take advantage of to promote their products to a large following of people. Platforms such as Twitter and Instagram are heavily used social medias that are regularly infiltrated with advertisements directed at a certain demographic of consumers. To further advertise products, corporations pay largely-followed users to

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Society expect to be constantly entertained; they have become so concerned with things such as who the latest star is dating, scandals, or dumb people doing rather idiotic things. Much of society have been consumed in their personal instant gratification and what makes them “happy”. When on an off chance that news does show things that are serious and impactful(not necessarily positive things that is happening in the world) people have become so numb that the best they could do is feel sympathetic and at worst continue on with their day. The other part of the problem is that those behind what is being published and shown on the news media have been absorbed in their avarice nature, whatever allows them to make as much profit they do. “Writing thousands of hours of coverage from what could have been summarized in a couple of minutes every few weeks, a new rhetorical strategy was developed, or-let’s be generous-evolved”(6), Saunders describes the new formula formed by mass news firms that would yield the most profit.

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