| Abstrakt: |
The main objective of this study is to determine the components of news media credibility among Professional Administrative Staff of the University Putra Malaysia. The credibility dimensions of news media have been studied by a number of researchers after it began to grow rapidly in the 1960s, and various studies employed a range of dimensions to credibility evaluation. Credibility is always introduced as a multidimensional concept and various scales were used to measure it. The current study utilized eight commonly identified items: clarity, biasness, telling the whole story, accuracy, believability, trust, fairness, and timeliness, to determine the components of media credibility. The results show fairness, timeliness, and clarity as the three elements were rated higher than other elements for newspaper, radio, television, and Internet. Three elements composite of clarity, bias and fairness were also rated as the highest elements for magazine. In sum, based on these finding it can be conclude that two components of news media credibility including fairness and clear. The results, therefore, would be useful for news agencies to provide an understanding on how audiences perceive the news media and components of news media credibility. [ABSTRACT FROM AUTHOR] |
