Credibility comprises the objective and subjective components of the believability of a source or message. Credibility dates back to Aristotle theory of Rhetoric. Aristotle defines rhetoric as the ability to see what is possibly persuasive in every situation. He divided the means of persuasion into three categories, namely Ethos (the source's credibility), Pathos (the emotional or motivational appeals), and Logos (the logic used to support a claim), which he believed have the capacity to influence the receiver of a message. According to Aristotle, the term "Ethos" deals with the character of the speaker. The intent of the speaker is to appear credible. In fact, the speaker's ethos is a rhetorical strategy employed by an orator whose purpose is to "inspire trust in his audience". Credibility has two key components: trustworthiness and expertise, which both have objective and subjective components. Trustworthiness is based more on subjective factors, but can include objective measurements such as established reliability. Expertise can be similarly subjectively perceived, but also includes relatively objective characteristics of the source or message (e.g., credentials, certification or information quality). [1] Secondary components of credibility include source dynamism (charisma) and physical attractiveness.
Credibility online has become an important topic since the mid-1990s. This is because the web has increasingly become an information resource. The Credibility and Digital Media Project @ UCSB [2] highlights recent and ongoing work in this area, including recent consideration of digital media, youth, and credibility. In addition, the Persuasive Technology Lab [3] at Stanford University has studied web credibility and proposed the principal components of online credibility and a general theory called Prominence-Interpretation Theory. [4]
According to the Society of Professional Journalists' code of ethics, professional integrity is the cornerstone of a journalist's credibility. [5] A journalist's number one obligation is to be honest.
According to Gallup polls, Americans' confidence in the mass media has been consistently declining each year since 2007. [6]
In 2013, a survey conducted by the Pew Research Center for the People & the Press found that credibility ratings for major news organizations are at or near their all-time lows. [7]
"As audiences lose confidence in traditional news outlets, many see great promise in the Internet as a response to this crisis in journalism." [8]
The widespread use of the internet has helped motivate journalists to become more credible. The reason for this is because the competition of providing news increased when consumers had the chance and ability to choose the media that they consume through online sources. The internet has provided a chance for anyone to report news. In order to increase credibility, and therefore increase readers of their articles, journalists should be objective, accurate, trustworthy, and reliable.
Three aspects of credibility: clarity (how easily the article can be understood), accuracy (how well documented the information is), and trustworthiness (how believable the information is). [9]
Students' perception of instructors has great importance and possible consequences. Instructor credibility, which is defined as "the attitude of a receiver which references the degree to which a source is seen to be believable", [10] consists of three dimensions-, competence, character, and caring. [11] Competence focuses on his or her expertise or knowledge in a subject matter. [10] Character refers to the "goodness" (i.e., honesty, trustworthiness) of an instructor. [12] Caring focuses on whether the instructor shows concern or empathy for the students' welfare or situation. [10] Although an instructor may show one or two of these qualities, the best and most respected exude all three qualities. [10] A study done by Atkinson and Cooper revealed that students who are taught by an instructor they perceive as credible, results in extreme allegiance to those instructors.
Generally, instructors who are perceived to have credibility are associated with effective teaching skills. Instructors who demonstrate competence, character, and/or caring are perceived to engage in a variety of effective instructional communication behaviors such as argumentativeness, [13] verbal and nonverbal immediacy, [14] affinity seeking, [12] and assertiveness and responsiveness. [15] Moreover, credible instructors are perceived to be low in verbal aggressiveness [16] and less likely to use behaviors that interfere with student learning. [17]
Unlike instructor competence which centers on instructors' perceived expertise, [10] instructor character and caring are rooted in students' perceptions of their instructors' interpersonal communication behaviors. Students can feel more connected to the material being taught and have the information stay in their mind, if the instructor sharing the information has credibility. According to studies, when instructors exemplify the qualities of character (i.e., kind, virtuous, good) and caring (i.e., empathetic, understanding, responsive), students report a greater likelihood of communicating with them. [18]
Teachers who are concerned with whether students communicate with them, either in class or out of class, may want to reconsider the role their own in-class communication behaviors play in students' willingness or likelihood to communicate with them. Instructors who are interested in how students perceive their competence, character, and caring should examine how their in-class communication behaviors contribute to these perceptions. They can evaluate themselves, go back over their lectures, scores that students give them at the end of the semester, and seek advice and training from their peers. By doing so, instructors may find students are more willing, likely, or interested in communicating with them. [18]
Scientific credibility has been defined as the extent to which science in general is recognized as a source of reliable information about the world. [19] The term has also been applied more narrowly, as an assessment of the credibility of the work of an individual scientist or a field of research. Here, the phrase refers to how closely the work in question adheres to scientific principles, such as the scientific method. [20] The method most commonly used to assess the quality of science is peer review and then publication as part of the scientific literature. [21] Other approaches include the collaborative assessment of a topic by a group of experts, this process can produce reviews such as those published by the Cochrane Collaboration, [22] or the Intergovernmental Panel on Climate Change. [23]
The general public can give a great deal of weight to perceptions of scientific authority in their decisions on controversial issues that involve scientific research, such as biotechnology. [24] However, both the credibility and authority of science is questioned by groups with non-mainstream views, such as some advocates of alternative medicine, [25] or those who dispute the scientific consensus on a topic, such as denialists of AIDS [26] [27] and of evolution.[ citation needed ]
People rely on doctors' expertise to respond to issues relating to their health. Trust in a doctor's credibility is essential to a patient's health: depending on the patient's trust in the doctor they will be more or less willing to seek help, reveal sensitive information, submit to treatment, and follow the doctor's recommendations. According to numerous studies, done over 15 years we can conclude that we see a doctor's credibility as having five overlapping characteristics: Fidelity, which is caring and advocating for the patient's interests or welfare and avoiding conflicts of interest; competence, which is having good practice and interpersonal skills, making correct decisions, and avoiding mistakes; honesty, which is telling the truth and avoiding intentional falsehoods; confidentiality, which is proper use of sensitive information; and global trust, which is the irreducible "soul" of trust, or aspects that combine elements from some or all of the separate dimensions. [28]
In general, it is easy to see what patients are looking for when it comes to a trustworthy doctor and the best way they can have their needs satisfied. There does seem to be a growing discontent with the medical field, however, because of for-profit drug companies that are influencing money behind the medical field. In 2002 a doctor attended the hearings of a drug company that was on trial for the death of adolescents who committed suicide while taking their antidepressants. Before the hearing studies had been filed with the FDA under the Best Pharmaceuticals for Children Act of 2002. These studies reflected a congressional effort to motivate drug companies to study the effects of medications on children. Since children are a much smaller market for new drugs, the pharmaceutical industry was suspected to not study them as much. The Best Pharmaceuticals for Children Act of 2002 was meant to strengthen drug companies credibility by rewarding those that performed pediatric studies. The law, however, did not require these pediatric studies performed to be publicized or published [29]
According to a New England Journal of Medicine study, 94% of American doctors have some relationship with a drug or medical device company, including payments but also drug samples and industry lunches, for example. [30] Such alarming evidence is what has prompted a growing mistrust in medical professionals credibility. Despite the studies conducted intended on finding out how to increase doctors' credibility, the findings are inconclusive. It is a strong general consensus that increased visibility of the relationship between doctors and pharmaceutical companies is the first place to start.
We are seeing some progress towards transparency. The US Open Payments Act (Physician Payments Sunshine Act) has from October 2014 required drug companies to disclose payments to doctors, but it's still does not give total transparency. There is a long way to go in establishing trust and credibility behind what the doctors recommend to patients. Being honest and showing that they are acting off their expertise instead of motivated by incentives given by pharmaceutical companies. [31]
![]() | This section needs expansion. You can help by adding to it. (April 2021) |
In case of the Web pages, vast majority of researchers identifies two key components of credibility: [32]
Street credibility or "street cred" (also referred to as "the word on the street") is the degree to which someone's word can be believed by a typical person, the "person on the street". [33] Corporations have gone through their own ways of getting street credibility; however, it goes by a different name: branding. This is a process in which companies spend billions of dollars a year to convey information about a product, who is using it, and why others should also. They are targeting certain individuals as to increase their ability to grow their "street cred" so that the sales growth does not end. From clothing like running shoes and jeans to food and alcoholic beverages, branding is used to assist companies improve their street cred and better sell a product. [34] [35]
The CEO of the company is the face of what the public sees. A CEO helps illustrate the organization's internal and external shareholders. CEOs are spokesmen who are actively visible and shape the corporate image. The role of the CEO is to influence employees' attitudes, perceptions, and performances through example of leadership and support. [36]
This article needs additional citations for verification .(June 2022) |
CEO credibility is made up of two factors: knowing what one is talking about, or expertise; and being able to be trusted, or trustworthiness. One of the ways that a CEO's expertise is measured is by the way his/her employees perceive them. If the CEO is seen as someone to whom the senior employees can go to for knowledge and help, this goes to show they have confidence that the CEO holds the skills necessary to help, and is thus valued in their position as such. The extent to which the employee gives their confidence to the CEO determines the CEO's trustworthiness. An employee may totally embrace or quietly set aside the message of the CEO, these results measure the degree of trustworthiness there is in the CEO. The whole reputation of the organization represented by the CEO is built mainly by the experience of the employees as time passes. This reputation is carefully built by many factors experienced by the employees such as the actual services or products sphere, social aspects related to work and the overall foresight and ability to lead in a successful manner.
There is a natural connection link between the CEO and the organization. A CEO's credibility affects how employees view the organization's image. Employees who perceive the CEO as more qualified, competent, knowledgeable, and possessing more expertise and skills tend to view the organizational reputation more positively. Employees who view the CEO as more honest and trustworthy tend to evaluate the organization in a positive manner.
The employees view of the organization completely intervenes the positive relationship between the CEO credibility and the employee's involvement of engagement. Although the CEO's credibility positively affects employee engagement, the actual impact is exercised by the employee's view of the organization's reputation. [37]
Social media credibility is dependent on cues and heuristics. Cues used to assess credibility online are authority cues, identity cues, and bandwagon cues. Authority cues are the most influence source credibility. Authority cues are cues that let the viewer know that it is an expert source such as a university or government institution. Identity cues are peer information. Users trust information more if they can identify the person that published it the publisher is not anonymous. Users view information as more credible if a peer shared it than a stranger. Bandwagon cues triggers credibility processing based on the logic that "if others think it's good, so should I. [38]
Jürgen Habermas in his theory of communicative action developed four validity claims (truth, sincerity, appropriateness and understandability) leading to the concept of credibility.
In a different study [39] researchers empirically validated the claims and derived a two-phase model of "reporting credibility", where first of all understandability needs to be reached. Only then the three other validity claims make a difference and may lead to credibility in the Habermasian sense.
An expert is somebody who has a broad and deep understanding and competence in terms of knowledge, skill and experience through practice and education in a particular field or area of study. Informally, an expert is someone widely recognized as a reliable source of technique or skill whose faculty for judging or deciding rightly, justly, or wisely is accorded authority and status by peers or the public in a specific well-distinguished domain. An expert, more generally, is a person with extensive knowledge or ability based on research, experience, or occupation and in a particular area of study. Experts are called in for advice on their respective subject, but they do not always agree on the particulars of a field of study. An expert can be believed, by virtue of credentials, training, education, profession, publication or experience, to have special knowledge of a subject beyond that of the average person, sufficient that others may officially rely upon the individual's opinion on that topic. Historically, an expert was referred to as a sage. The individual was usually a profound thinker distinguished for wisdom and sound judgment.
In law, a witness is someone who, either voluntarily or under compulsion, provides testimonial evidence, either oral or written, of what they know or claim to know.
The reputation or prestige of a social entity is an opinion about that entity – typically developed as a result of social evaluation on a set of criteria, such as behavior or performance.
Perception management is a term originated by the US military. The US Department of Defense (DOD) gives this definition:
Actions to convey and/or deny selected information and indicators to foreign audiences to influence their emotions, motives, and objective reasoning as well as to intelligence systems and leaders at all levels to influence official estimates, ultimately resulting in foreign behaviors and official actions favorable to the originator's objectives. In various ways, perception management combines truth projection, operations security, cover and deception, and psychological operations.
The hostile media effect, originally deemed the hostile media phenomenon and sometimes called hostile media perception, is a perceptual theory of mass communication that refers to the tendency for individuals with a strong preexisting attitude on an issue to perceive media coverage as biased against their side and in favor of their antagonists' point of view. Partisans from opposite sides of an issue will tend to find the same coverage to be biased against them. The phenomenon was first proposed and studied experimentally by Robert Vallone, Lee Ross and Mark Lepper.
The halo effect is the tendency for positive impressions of a person, company, country, brand, or product in one area to positively influence one's opinion or feelings. Halo effect is ”the name given to the phenomenon whereby evaluators tend to be influenced by their previous judgments of performance or personality.” The halo effect is a cognitive bias which can prevent someone from accepting a person, a product or a brand based on the sum of all objective circumstances at hand.
Trust means believing that another person will do what is expected. It brings with it a willingness for one party to become vulnerable to another party, on the presumption that the trustee will act in ways that benefit the trustor. In addition, the trustor does not have control over the actions of the trustee. Scholars distinguish between generalized trust, which is the extension of trust to a relatively large circle of unfamiliar others, and particularized trust, which is contingent on a specific situation or a specific relationship.
The sleeper effect is a psychological phenomenon that relates to persuasion. It is a delayed increase in the effect of a message that is accompanied by a discounting cue, typically being some negative connotation or lack of credibility in the message, while a positive message may evoke an immediate positive response which decays over time. The sleeper effect also refers to a delayed positive response that is maintained over time. The effect was first noticed among US Army soldiers exposed to army propaganda. It was hypothesized that over time the soldiers forgot that the message was propaganda. The effect has been widely studied but notoriously difficult to reproduce, leading to some doubt over its existence.
Public awareness of science (PAwS) is everything relating to the awareness, attitudes, behaviors, opinions, and activities that comprise the relations between the general public or lay society as a whole to scientific knowledge and organization. This concept is also known as public understanding of science (PUS), or more recently, public engagement with science and technology (PEST). It is a comparatively new approach to the task of exploring the multitude of relations and linkages science, technology, and innovation have among the general public. While early work in the discipline focused on increasing or augmenting the public's knowledge of scientific topics, in line with the information deficit model of science communication, the deficit model has largely been abandoned by science communication researchers. Instead, there is an increasing emphasis on understanding how the public chooses to use scientific knowledge and on the development of interfaces to mediate between expert and lay understandings of an issue. Newer frameworks of communicating science include the dialogue and the participation models. The dialogue model aims to create spaces for conversations between scientists and non-scientists to occur while the participation model aims to include non-scientists in the process of science.
The elaboration likelihood model (ELM) of persuasion is a dual process theory describing the change of attitudes. The ELM was developed by Richard E. Petty and John Cacioppo in 1980. The model aims to explain different ways of processing stimuli, why they are used, and their outcomes on attitude change. The ELM proposes two major routes to persuasion: the central route and the peripheral route.
Media richness theory (MRT), sometimes referred to as information richness theory, is a framework used to describe a communication medium's ability to reproduce the information sent over it. It was introduced by Richard L. Daft and Robert H. Lengel in 1986 as an extension of information processing theory. MRT is used to rank and evaluate the richness of certain communication media, such as phone calls, video conferencing, and email. For example, a phone call cannot reproduce visual social cues such as gestures which makes it a less rich communication media than video conferencing, which affords the transmission of gestures and body language. Based on contingency theory and information processing theory, MRT theorizes that richer, personal communication media are generally more effective for communicating equivocal issues in contrast with leaner, less rich media.
Expectancy violations theory (EVT) is a theory of communication that analyzes how individuals respond to unanticipated violations of social norms and expectations. The theory was proposed by Judee K. Burgoon in the late 1970s and continued through the 1980s and 1990s as "nonverbal expectancy violations theory", based on Burgoon's research studying proxemics. Burgoon's work initially analyzed individuals' allowances and expectations of personal distance and how responses to personal distance violations were influenced by the level of liking and relationship to the violators. The theory was later changed to its current name when other researchers began to focus on violations of social behavior expectations beyond nonverbal communication.
Corporate communication(s) is a set of activities involved in managing and orchestrating all internal and external communications aimed at creating a favourable point of view among stakeholders on which the company depends. It is the messages issued by a corporate organization, body or institute to its audiences, such as employees, media, channel partners and the general public. Organizations aim to communicate the same message to all its stakeholders, to transmit coherence, credibility and ethics.
Crisis communication is a sub-specialty of the public relations profession that is designed to protect and defend an individual, company, or organization facing a public challenge to its reputation. Crisis communication is aimed at raising awareness of a specific type of threat, the magnitude, outcomes, and specific behaviors to adopt to reduce the threat. The communication scholar Timothy Coombs defines crisis as "the perception of an unpredictable event that threatens important expectancies of stakeholders and can seriously impact an organization's performance and generate negative outcomes" and crisis communication as "the collection, processing, and dissemination of information required to address a crisis situation."
Greenberg (1987) introduced the concept of organizational justice with regard to how an employee judges the behavior of the organization and the employee's resulting attitude and behaviour. For example, if a firm makes redundant half of the workers, an employee may feel a sense of injustice with a resulting change in attitude and a drop in productivity.
The hyperpersonal model is a model of interpersonal communication that suggests computer-mediated communication (CMC) can become hyperpersonal because it "exceeds [face-to-face] interaction", thus affording message senders a host of communicative advantages over traditional face-to-face (FtF) interaction. The hyperpersonal model demonstrates how individuals communicate uniquely, while representing themselves to others, how others interpret them, and how the interactions create a reciprocal spiral of FtF communication. Compared to ordinary FtF situations, a hyperpersonal message sender has a greater ability to strategically develop and edit self-presentation, enabling a selective and optimized presentation of one's self to others.
Source credibility is "a term commonly used to imply a communicator's positive characteristics that affect the receiver's acceptance of a message." Academic studies of this topic began in the 20th century and were given a special emphasis during World War II, when the US government sought to use propaganda to influence public opinion in support of the war effort. Psychologist Carl Hovland and his colleagues worked at the War Department upon this during the 1940s and then continued experimental studies at Yale University. They built upon the work of researchers in the first half of the 20th century who had developed a Source-Message-Channel-Receiver model of communication and, with Muzafer Sherif, developed this as part of their theories of persuasion and social judgement.
Channel expansion theory (CET) states that individual experience serves as an important role in determining the level of richness perception and development towards certain media tools. It is a theory of communication media perception that incorporates experiential factors to explain and predict user perceptions of a given media channel. The theory suggests that the more knowledge and experience users gain from using a channel, the richer they perceive the medium to be. The more experience, the more stable the knowledge base the person builds, the more knowledge he gains from the given media channel, thus the richer communication he would have using that channel, and ultimately the richer he would perceive the channel. There are four experiential factors that shapes individual's perceived media richness: experience with the channel, experience with the message topic, experience with the organizational context, and experience with a communication partner.
Computers are social actors (CASA) is a paradigm which states that humans unthinkingly apply the same social heuristics used for human interactions to computers, because they call to mind similar social attributes as humans.
Identity safety cues are aspects of an environment or setting that signal to members of stigmatized groups that the threat of discrimination is limited within that environment and / or that their social identities are welcomed and valued. Identity safety cues have been shown to reduce the negative impacts impact of social identity threats, which are when people experience situations where they feel devalued on the basis of a social identity. Such threats have been shown to undermine performance in academic and work-related contexts and make members of stigmatized groups feel as though they do not belong. Identity safety cues have been proposed as a way of alleviating the negative impact of stereotype threat or other social identity threats, reducing disparities in academic performance for members of stigmatized groups, and reducing health disparities caused by identity related stressors.