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- Title
Perception of University Non-Academic Professional Staff towards New Media Credibility in Malaysia.
- Authors
Davood Mehrabi; Musa Abu Hassan; Muhamad Sham Shahkat Ali
- Abstract
As more people use the mass media as a source of information, the media must sustain the credibility of what they present to audience members. This study is meant to provide a better and clearer understanding on the perception of printed media (newspaper and magazine) and the Internet to get news information by non-academic professional staff. The main objective of the study is to find out the information source credibility between printed and online communication media as perceived by the public. A survey with 270 non-academic professional staff was conducted to determine the perception of university non-academic professional staff towards news media credibility in Malaysia. The specific objectives of this study are to determine the relationship between genders, media usage and issue salience with perception of media credibility. There is not enough evidence from the sample to conclude that credibility and gender are dependent. The results of this study indicate that there is a positive relationship between perceived credibility and amount of time spent on newspaper and magazine reading, and the Internet usage. It was also revealed that there is a positive relationship between issue salience and perception of printed media credibility (newspaper and magazine) and online media credibility (Internet). Based on the findings of this study, it can be concluded that the credibility of newspaper for getting news was rated the highest (M = 2.31, SD = .54) followed by the Internet (M = 2.27, SD = .58) and magazine (M = 2.10, SD = .51).
- Subjects
MALAYSIA; PROFESSIONAL employees; SENSORY perception; MASS media; TRUTHFULNESS &; falsehood; INFORMATION resources; PRINT materials; INTERNET
- Publication
China Media Research, 2011, Vol 7, Issue 3, p80
- ISSN
1556-889X
- Publication type
Article