Credibility is a judgment that the audience makes about how believable the communicator is. And it's important because people often choose to respond to a persuasive message based not on the content but on their perception of the communicator
Journalism and the news media are built on credibility. With the appearance of online news websites, journalism in the traditional news media gained a competitor in the news offer. How did mainstream journalists in the traditional news media react to the new key player on the media scene? They have a generally negative attitude toward the Internet. They are concerned with source credibility, information reliability, and the difficulties in verifying facts in the online world
News media, at least in an open, democratic society, serve citizens by functioning as the watchdog over the legislative, executive and judicial arms of government, thus earning the sobriquet, ‘fourth estate’. Of course, news media are also the society’s watchdog over politics, business & industry, the non-governmental sector and other participants in the life of the nation. Indeed, responsible news media must turn the searchlight upon themselves too, considering the way they interpret the world for their consumers and form opinions about the issues and questions of the day.
Democracies are predicated on a continuous feedback loop. Candidates for political office stake out positions on issues and seek votes based on them. Once elected, they may find themselves in government or opposition. In either case, their constituents expect them to pursue committed positions in their legislative and/or executive roles. Constituents also expect that their representatives will not use their elected offices to secure, for themselves or anyone else, illicit advantage or gain: remain incorruptible, in other words. When politicians keep promises they made during elections and do not succumb to inappropriate temptations or blandishments, they expect, quite fairly, to be rewarded with another term in office at the next election. News media are expected to keep a relentless searchlight turned on political and government offices and report what they learn, warts and all, to their audiences.
It should be clear by now that the relationship between news media and the establishment ought to of uneasy coexistence. By establishment, we mean not just the political/government establishment but also business, finance, NGOs, religions/religious leaders and all other centers of power in the society. An alert and resolute news media must be a source of discomfiture for the establishment in all these areas.
We are finally in a position to answer what media credibility means. A news media outlet that offers no challenge to packaged narrative without asking uncomfortable questions and seeking independent verification is a cowardly, timid news media outlet. Conversely, any news medium that is regularly heaped with calumny and disparagement by those in power has a high likelihood of being credible.
There is one important qualification to everything I have said above. There are many issues where positions are framed by dogma or ideology. Pro-life or Pro-choice? Believer or atheist? Often, such debates have no unequivocal answers except in the minds of those who stand at the polarities. Further, every reality that people confront has characteristics of the parable of the blind men and the elephant. Think of every news outlet as one of those blind men who develop one, but not the sole, view of reality. Synthesize your own picture by seeking out multiple views and quilting them together.
In the ultimate analysis, media credibility is indispensable to every watchful and concerned citizen in a democracy and a bullshit filter set to permanently to high is the best guarantee of media credibility.
Factors affecting credibility of the mass media
The CUHK study points out that the credibility of the mass
media is affected by 3 factors:
i.
Type of media: electronic media has sounds and
images. It has broader contacts so there
is much stronger government supervision.
It content is short, attractive and clean. This gives it an edge over newspapers.
ii.
Sensationalism, sex and violence in content:
accuracy, fair content and original in-depth opinion will be much respected.
iii.
Political stance: people give more recognition
to news organization reporting from the viewpoint of Hong Kong people. They receive a higher credibility ranking.
Content Credibility
How to evaluate the information credibility on social media platform has become an important issue for today`s information consumers.
OK, I know what you’re thinking: journalists don’t always have the best reputation.
People love to whinge about the profession. Sometimes it’s from the people we give a hard time, like politicians who are angry they’re not getting an easy ride. Sometimes it’s because of our own behaviour, like those foot-in-the-door “don’t mind me intruding upon your grief, but isn’t it all terrible” aggressive tabloid-style interviews you see on the TV current affair programs from time to time.
But there’s another side to journalism, too: the noble sort. That could be anything from simply telling a good story honestly and accurately, to the sort of life-changing journalism shown so magnificently in the Oscar-winning film Spotlight this past year. The kind of journalism you see on this side of the ledger is based on a long and established tradition of professional principle.
Yes, believe it or not, there are actually principles to journalism. And if you employ them to the content you’re creating, too, your company and your clients will benefit.
According to the Ethical Journalism Network, there are five principles of journalism. Let’s go through them and see how they apply to content marketing and brand journalism.
Truth and Accuracy
Strive for accuracy. Give all the relevant facts — everything the audience might reasonably expect to know. This is all about building trust with your audience. Lie, mislead or omit important information and you’re damaging trust with your audience. You’ll be seen as sneaky or dishonest. That’s not going to help get them into the “sales funnel” or, if you do succeed in convincing them once but they are disappointed, you won’t get them back as customers again.
Independence
Journalists should not act for special interests; they should remain above the debate and remain independent. Now often, in the content marketing space, we’re creating content to promote a particular good or service.
So, how can you be “independent”? Well the spirit of this principle is acting as an advocate only for the audience, not any other interest. So you might be working for your client but you’re really working for the audience. If you’re uncomfortable with something you’re being told to write, for example, because it seems misleading, talk to the client and find a way to word it that is honest and works. If necessary, suggest the client get a legal opinion on whatever it is they’re claiming.
Fairness and Impartiality
There is a saying that “there are two sides to every story” (it’s actually rare that there are only two) so in journalism, in the interest of “balance”, we try to cover all the relevant “sides” on any given issue.
In content marketing you might not be writing about an issue with “sides”, but that doesn’t mean you should restrict yourself to one voice in any given piece of content. Don’t just interview the chief executive; get quotes from a couple of customers, talk to the inventor, test the product in the street with a “voxpop” or include influencer reviews. There are dozens of way to introduce more than one voice.
Humanity
The idea here is that journalists should do no harm. Words and images have an effect on people’s lives — what we say and how we say it matters and, sometimes, lives can depend on how we report something.
This principle should absolutely apply to brand journalism and content marketing every bit as much. If you’re quoting someone, have their permission. If you’re showing someone’s image, have their permission. If the topic is controversial, divisive or embarrassing, talk to the talent about what they’re comfortable with you saying. If they don’t want you using their words or image, respect their decision.
Accountability
Always assume that you’re going to be held personally accountable for everything you write. It helps concentrate the mind. In journalism, writing something inaccurate or untruthful could get you and your employer sued. That’s at the dramatic end. But even small errors cause real embarrassment not just to you, but to your employer and the people or organisations you’re writing about. In a commercial space, that could well be your client — and that could get uncomfortable or costly.
Content Credibility
How to evaluate the information credibility on social media platform has become an important issue for today`s information consumers.
OK, I know what you’re thinking: journalists don’t always have the best reputation.
People love to whinge about the profession. Sometimes it’s from the people we give a hard time, like politicians who are angry they’re not getting an easy ride. Sometimes it’s because of our own behaviour, like those foot-in-the-door “don’t mind me intruding upon your grief, but isn’t it all terrible” aggressive tabloid-style interviews you see on the TV current affair programs from time to time.
But there’s another side to journalism, too: the noble sort. That could be anything from simply telling a good story honestly and accurately, to the sort of life-changing journalism shown so magnificently in the Oscar-winning film Spotlight this past year. The kind of journalism you see on this side of the ledger is based on a long and established tradition of professional principle.
Yes, believe it or not, there are actually principles to journalism. And if you employ them to the content you’re creating, too, your company and your clients will benefit.
According to the Ethical Journalism Network, there are five principles of journalism. Let’s go through them and see how they apply to content marketing and brand journalism.
Truth and Accuracy
Strive for accuracy. Give all the relevant facts — everything the audience might reasonably expect to know. This is all about building trust with your audience. Lie, mislead or omit important information and you’re damaging trust with your audience. You’ll be seen as sneaky or dishonest. That’s not going to help get them into the “sales funnel” or, if you do succeed in convincing them once but they are disappointed, you won’t get them back as customers again.
Independence
Journalists should not act for special interests; they should remain above the debate and remain independent. Now often, in the content marketing space, we’re creating content to promote a particular good or service.
So, how can you be “independent”? Well the spirit of this principle is acting as an advocate only for the audience, not any other interest. So you might be working for your client but you’re really working for the audience. If you’re uncomfortable with something you’re being told to write, for example, because it seems misleading, talk to the client and find a way to word it that is honest and works. If necessary, suggest the client get a legal opinion on whatever it is they’re claiming.
Fairness and Impartiality
There is a saying that “there are two sides to every story” (it’s actually rare that there are only two) so in journalism, in the interest of “balance”, we try to cover all the relevant “sides” on any given issue.
In content marketing you might not be writing about an issue with “sides”, but that doesn’t mean you should restrict yourself to one voice in any given piece of content. Don’t just interview the chief executive; get quotes from a couple of customers, talk to the inventor, test the product in the street with a “voxpop” or include influencer reviews. There are dozens of way to introduce more than one voice.
Humanity
The idea here is that journalists should do no harm. Words and images have an effect on people’s lives — what we say and how we say it matters and, sometimes, lives can depend on how we report something.
This principle should absolutely apply to brand journalism and content marketing every bit as much. If you’re quoting someone, have their permission. If you’re showing someone’s image, have their permission. If the topic is controversial, divisive or embarrassing, talk to the talent about what they’re comfortable with you saying. If they don’t want you using their words or image, respect their decision.
Accountability
Always assume that you’re going to be held personally accountable for everything you write. It helps concentrate the mind. In journalism, writing something inaccurate or untruthful could get you and your employer sued. That’s at the dramatic end. But even small errors cause real embarrassment not just to you, but to your employer and the people or organisations you’re writing about. In a commercial space, that could well be your client — and that could get uncomfortable or costly.
No comments:
Post a Comment