This study examines the impact of social media platforms on the perceived credibility of mainstream journalism in a rapidly evolving digital landscape characterized by changes in news accessibility and audience interaction. This research assesses the relative credibility attributed by consumers to traditional media compared to social media channels, amid declining trust in conventional news institutions. The study employs source credibility uses and gratification and agendas setting theories, to'> This study examines the impact of social media platforms on the perceived credibility of mainstream journalism in a rapidly evolving digital landscape characterized by changes in news accessibility and audience interaction. This research assesses the relative credibility attributed by consumers to traditional media compared to social media channels, amid declining trust in conventional news institutions. The study employs source credibility uses and gratification and agendas setting theories, to'> EFFECTS OF SOCIAL MEDIA ON SOURCE CREDIBILITY OF MAINSTREAM JOURNALISM: A COMPARATIVE ANALYSIS

 

EFFECTS OF SOCIAL MEDIA ON SOURCE CREDIBILITY OF MAINSTREAM JOURNALISM: A COMPARATIVE ANALYSIS

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Author(s) : Dokpesi, A.N. Olley, W. O. (Ph.D) And Akpor, E.D.

Abstract :   

This study examines the impact of social media platforms on the perceived credibility of mainstream journalism in a rapidly evolving digital landscape characterized by changes in news accessibility and audience interaction. This research assesses the relative credibility attributed by consumers to traditional media compared to social media channels, amid declining trust in conventional news institutions. The study employs source credibility uses and gratification and agendas setting theories, to provide insight into underlying mechanisms and principles. A quantitative survey method was employed to gather data from a varied respondent pool to evaluate trust patterns, platform preferences, and determinants influencing views of journalistic integrity. Research indicates that although social media platforms provide swift and captivating news formats, traditional media maintains greater credibility, especially among older and more educated populations. Nevertheless, younger demographics are progressively placing their trust in social media owing to its relatability, immediacy, and peer endorsement. The study continues by emphasizing the dynamic nature of source trustworthiness and offers advice for media institutions to adjust to these changes while maintaining professional standards. The study also recommends that social media bus messes should partner with reputable media outlets to decrease fake information and take news.

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