Developing New Media Credibility Scale: A Multidimensional Perspective

The main purposes of this study are to develop a scale
that reflects emerging theoretical understandings of new media
credibility, based on the evolution of credibility studies in western
researches, identification of the determinants of credibility in the
media and its components by comparing traditional and new media
credibility scales and building accumulative scale to test new media
credibility. This approach was built on western researches using
conceptualizations of media credibility, which focuses on four
principal components: Source (journalist), message (article), medium
(newspaper, radio, TV, web, etc.), and organization (owner of the
medium), and adding user and cultural context as key components to
assess new media credibility in particular. This study’s value lies in
its contribution to the conceptualization and development of new
media credibility through the creation of a theoretical measurement
tool. Future studies should explore this scale to test new media
credibility, which represents a promising new approach in the efforts
to define and measure credibility of all media types.

Authors:

• Hanaa Farouk Saleh

Keywords:

• Credibility scale
• media credibility components
• new media credibility scale
• scale development.

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