MEGATRENDS AND MEDIA

MEGATRENDS AND MEDIA
can conclude that the difference in perception was unlikely to occur
by chance (p=0.03 for Internet vs TV and p=0.031 for Internet vs
newspapers) and therefore we can say that the Internet is perceived as
independent in comparison to the TV and newspapers. Since the p-values
for presentation are smaller than 0.05, we conclude that the means are
signiicantly different (we reject the null hypothesis H0) and the Internet
has signiicantly worse presentation than the traditional mass media.
Based on the results from the Wilcoxon signed-rank test, newspapers
have signiicantly higher credibility as TV and the Internet (p=0.04 for
newspapers vs TV and p=0.023 for newspapers vs Internet). In all other
criteria, no statistically signiicant differences were found.
4 Discussion
Communication professionals have been facing various challenges
and one of them is how to win the audience. Past studies suggest that
credibility could be the key. When individuals consider a medium to
be more credible than other media, they are also more likely to rely on
that medium for information search and sharing than other media. 13
Therefore, credibility can be suggested as one of the key factors driving
the trafic of individuals to certain media. Management of media
credibility can also be considered for attracting audiences. According
to our research, following factors need to be considered. Weaknesses
of the television are unprofessionalism, unfairness, low level of
trustworthiness and relatively high perceived political background
and therefore easy manipulation and subjectivity of the news. The
strongest attributes of TV are the presentation and ability to act fast.
The strengths of the Internet are independence and high level of activity,
whereas the weaknesses are low credibility and shallow coverage of
the news. The best overall rating had the newspapers with the highest
level of fairness, presentation, credibility and intelligent content. By
examining the statistically signiicant differences in the ratings, we could
discover that the Internet is perceived as independent compared to
the traditional media; on the other hand, the Internet has signiicantly
worse presentation than television and newspapers. We can also say
newspapers have signiicantly higher credibility than the other types of
media.
13 JOHNSON, T. J., KAYE, B. K.: Cruising is believing?: Comparing internet and
traditioal sources on media credibility measures. In: Journalism & Mass
Communication Quarterly, 1998, Vol. 75, No. 2, p. 328.
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