A Shift in Media Credibility

This study surveyed politically interested online users to examine how they perceive the traditional news media, their online counterparts and independent web-based newspapers, as well as exploring which factors influenced credibility of online sources during the 2004 general election in South Korea. Independent web-based newspapers were considered more credible for political information than either traditional media or their online counterparts. Reliance on online and traditional sources tended to be stronger predictors of credibility of online sources and political variables, such as campaign interest, political involvement and voting, also turned out to be significant predictors. Based on the findings, a shift in media credibility in Korea is discussed.

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