New media is dependant on association for credibility, according to an online credibility survey conducted by Belo Interactive, in conjunction with the Associated Press Managing Editors and the Ford Foundation. Majority of people are more likely to consider an Internet news source credible if it is associated with a print or broadcast organization they are familiar with.
Respondents also think that the Internet provides the second least credible information amongst four mediums.
Yet, almost all of them highly value accurate information when using the Internet as a news source.
Why we need to establish the credibility of new media
The advent of new media has made accessible more information from more sources to more people than ever before. And as much as this brings opportunities, it also creates much ado about veracity.
But with 84 per cent of respondents using the Internet more frequently than other news sources and 66 per cent before other news sources – all this while believing it less reliable – we need to make the credibility of new media comparable to its popularity.
How audience evaluate and how we can enhance the credibility of new media
As new media students, it is imperative that we learn how to be responsible producers for the discerning consumer illustrated above.
While the new age adage of better late than wrong to facilitate fact-checking is the cornerstone of credibility online, there are additional factors we, too, should consider.
Increased transparency
Executive editor Mark Glaser of PBS.org's Mediashift blog, which charts the technological changes in journalism, reckons increased transparency in new media can encourage trust. According to him, exposing your background and biases allows consumers to know their source, thereby promoting trust.
Similarly, Stephen Downes of daily newsletter OLDaily, who is also a senior researcher at the National Research Council of Canada, believes that making your motives, or the frame or worldview you are promoting, known is honest and therefore makes you trustworthy. This includes revealing any forms of sponsorship or financing for your new media platform.
Access to source
Downes also highlights the significance of providing your original source to complement your report. This quells any speculation that you may have misrepresented the content or quoted out of context.
The New York Times has also recommended in its report to give readers greater access to raw material such as key source documents, interview transcripts and databases.
By incorporating such elements tailored to increase credibility, we can push the quality of new media to match the height of its popularity.
Discussion
Here is some food for thought we can discuss:
What is your personal perception of the credibility of new media?
How do you think audience perception of the credibility of new media will evolve in the next few years?
Are there any other ways through which we can enhance the credibility of new media?
Feel free to share your views under the comments section!
