Credibility is determined by perceptions of the medium, source, message, and audience. There are three main components that affect credibility: 1. The medium of delivery can impact credibility based on perceptions of whether it is emerging, old, or new. 2. Perceptions of the source or messenger, such as their likability, trustworthiness, dynamism, and composure can influence credibility. 3. Attributes of the message itself like evidence, structure, accuracy, and comprehensiveness also shape how credible it is perceived to be. 4. How others view the source and message, including their collective and reputed knowledge as well as peer ratings, confer credibility from an audience perspective.

1. Components of Credibility
Visual Connections Describing
How We Arrive at a
Determination of Credibility

2. Credibility
Medium
Source Message
Audience

3. Credibility & Medium
Perceptions “Emerging” “Old”
about a
medium of
delivery can
affect
credibility.
“New”

4. Credibility & Source
Affinity Expertise
Perceptions
about the
messenger can Likability Trustworthiness
affect
credibility.
Dynamism Composure

5. Credibility & Message
Evidence/Citation Structure/Language
Perceptions
about a the
message itself
can affect Accuracy/Currency Content/Comprehensiveness
credibility.
Delivery/Navigability

6. Credibility & Audience
Collective
Perceptions Knowledge Recommendation
(emergent (conferred
about how credibility)
credibility)
others view
the messenger
and/or
message can Reputation Peer Rating
affect (reputed (tabulated
credibility. credibility) credibility)

7. Credibility
Works Cited:
Flanagin, Andrew J., and Miriam Metzger. “Digital Media and Youth:
Unparalleled Opportunity and Unprecedented Responsibility." Digital
Media, Youth, and Credibility. Edited by Miriam J. Metzger and
Andrew J. Flanagin. The John D. and Catherine T. MacArthur
Foundation Series on Digital Media and Learning. Cambridge, MA:
The MIT Press, 2008. 5–28.

8. Truly M. Hardemon
March 18, 2010
INSTRUCTIONAL COMPUTING II
EME5404 SPRING 1 WEEK3