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Essay / Research Paper Abstract
This 4 page paper discusses what is meant by 'source credibility' and examines this concept making reference to communications theory and marketing and shows how source credibility can be used to influence TV audiences. The bibliography cites 2 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TEsourcred.rtf
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Unformatted sample text from the term paper:
perception of the person who is sending or communicating that message. If we look at the early days of the 2005 general election in the UK, the conservative political party
launched a manifesto with many promises regarding spending and saving. In response the other party leaders rejected the plans as unrealistic, but it was an expert from the Fiscal Policies
Unit that was given the most credibility by the reporters. When interpreting a message there are many considerations that take place internally, one of which is to determine the
level of credibility to give to the source. For example, if the headline "Life found on Pluto" was run in the US newspaper the National Enquirer, the story would gain
little credibility, but if headlining on a serous news programme and stated by a communicator appearing to be a scientist, this would be taken more seriously. If we look
at who we understand communications and information source credibility is linked very closely to the level of power or the association of the communicator with the subject being discussed. French
and Raven describe a power taxonomy which provides a useful foundation for a political power analysis. This model uses five types of power not all of which are going to
be applicable to communication across the media. The five type of power they identified were; reward, coercive, legitimate, expert and referent (French and Raven, 1959). If we look at these
ways we perceive power and knowledge this will also explain how and why messages are received differently dependant on the source of the message. If we look at the example
above this is a good example of the use of expert power. Expert power may also be seen as useful and reflects an expected level knowledge. The be given the
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