Every Blog Has Its Day: Politically-interested Internet Users’ Perceptions of Blog Credibility
Thomas J. Johnson, Barbara K. Kaye, Shannon L. Bichard, W. Joann Wong
Journal of Computer-Mediated Communication 13 (2008) 100–122
doi:10.1111/j.1083-6101.2007.00388.x
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Abstract
This study employs an online survey to examine U.S. politically-interested Internet users’ perceptions of the credibility of blogs. The article focuses on the influence of blog reliance compared to motivations for visiting blogs in determining blog credibility. The study found that blogs were judged as moderately credible, but as more credible than any mainstream media or online source. Both reliance and motivations predicted blog credibility after controlling for demographics and political variables. Reliance proved a consistently stronger predictor than blog motivations. Also, information-seeking motives predicted credibility better than entertainment ones.
Discussion
This investigation employed an online survey of politically-interested Internet users during the 2004 presidential election in an effort to examine perceptions of blog credibility. The study addressed judgments regarding the believability, fairness, accuracy, and depth of information provided in blogs. Differences in assessments of blog credibility were evaluated for both heavy and light blog users. Reliance and motivations for blog use were also explored as possible predictors of blog credibility. Despite the important role of audience motivations for visiting a site in their perceptions of credibility, only a few studies have specifically linked credibility with uses and gratifications theory (e.g., Greer, 2003; Johnson & Kaye, 2002; Kim, 2006). This is an important connection, because motives for going online can determine perceptions of credibility.
Thomas J. Johnson, Barbara K. Kaye, Shannon L. Bichard, W. Joann Wong
Journal of Computer-Mediated Communication 13 (2008) 100–122
doi:10.1111/j.1083-6101.2007.00388.x
Abstract
This study employs an online survey to examine U.S. politically-interested Internet users’ perceptions of the credibility of blogs. The article focuses on the influence of blog reliance compared to motivations for visiting blogs in determining blog credibility. The study found that blogs were judged as moderately credible, but as more credible than any mainstream media or online source. Both reliance and motivations predicted blog credibility after controlling for demographics and political variables. Reliance proved a consistently stronger predictor than blog motivations. Also, information-seeking motives predicted credibility better than entertainment ones.
Discussion
This investigation employed an online survey of politically-interested Internet users during the 2004 presidential election in an effort to examine perceptions of blog credibility. The study addressed judgments regarding the believability, fairness, accuracy, and depth of information provided in blogs. Differences in assessments of blog credibility were evaluated for both heavy and light blog users. Reliance and motivations for blog use were also explored as possible predictors of blog credibility. Despite the important role of audience motivations for visiting a site in their perceptions of credibility, only a few studies have specifically linked credibility with uses and gratifications theory (e.g., Greer, 2003; Johnson & Kaye, 2002; Kim, 2006). This is an important connection, because motives for going online can determine perceptions of credibility.
To complete the analysis, blogs were then contrasted with other media outlets on judgments of credibility.
This study hypothesized that politically-interested Web users will judge blogs as credible sources of news and information. The results indicate that politically-interested Internet users find blogs to be moderately credible sources for news and information. Past analyses have detected similar findings for blogs (Banning & Trammell, 2006; Johnson & Kaye, 2004) and for the Internet as a whole (Johnson & Kaye, 2000, 2002). While Internet users are increasingly flocking to blogs as a source of political news and information, the moderate scores for credibility indicate that users also realize that blogs are not the final word.
As expected, respondents evaluated blogs as highly credible for depth of information, while judging them as weaker on credibility for fairness of information. Johnson and Kaye (2004) assert that fairness is not the primary concern for users when judging blog credibility. The researchers suggest that the depth of information presented is a more important indicator than fairness in assessing credibility. Users may rely on blogs to search for information that appears to be missing from more traditional media coverage or may be covered too lightly. Blogs allow for the presentation of up-to-date, often candid viewpoints of specific interest for their users.
This study hypothesized that politically-interested Web users will judge blogs as credible sources of news and information. The results indicate that politically-interested Internet users find blogs to be moderately credible sources for news and information. Past analyses have detected similar findings for blogs (Banning & Trammell, 2006; Johnson & Kaye, 2004) and for the Internet as a whole (Johnson & Kaye, 2000, 2002). While Internet users are increasingly flocking to blogs as a source of political news and information, the moderate scores for credibility indicate that users also realize that blogs are not the final word.
As expected, respondents evaluated blogs as highly credible for depth of information, while judging them as weaker on credibility for fairness of information. Johnson and Kaye (2004) assert that fairness is not the primary concern for users when judging blog credibility. The researchers suggest that the depth of information presented is a more important indicator than fairness in assessing credibility. Users may rely on blogs to search for information that appears to be missing from more traditional media coverage or may be covered too lightly. Blogs allow for the presentation of up-to-date, often candid viewpoints of specific interest for their users.
Past research indicates that while traditional media are expected to maintain standards of fairness and balance (Metzger et al, 2003), such expectations are not extended into the blogosphere (Bruns, 2006; Lasica, 2002). In fact, blog supporters perceive bias as a strength that allows for a more detailed and in depth examination of issues. Although this intensity of analysis is valued, it may also suggest that blog readers are attracted to sites that share their viewpoints and therefore have a potentially polarizing effect.
Heavy users viewed blogs as more credible overall than did light blog users. This perception extended to all four measures of credibility (believability, fairness, accuracy, depth of information). Traditional media and their online forums provide cues of authenticity and reputation (Flanagin & Metzger, 2000; Tewksbury & Althaus, 2000) that may influence judgments of credibility. Such cues may be missing from blogs. Inexperienced users, who are unfamiliar with the often opinionated and non-traditional format of blogs, may find them a less credible source of information. It takes more experience to truly engage with blogs, from navigating the Web to finding political sites with topics of shared interest. Additionally, more experienced blog users may be more adept at searching the blogosphere for political opinions similar to their own (Johnson & Kaye, 2004) and may therefore judge blogs as more credible. These results support previous studies that suggest that the more a user relies on a source, the more likely he/she is to view it as credible (Wanta & Hu, 1994; Westley & Severin, 1964).
Politically-interested blog users judged blogs as considerably more credible overall than traditional media or other online sources. Interestingly, broadcast television fared the worst on measures of credibility. The hostile media effect may play some role in this perception of credibility. If blog users perceive mainstream news coverage as biased against their point of view (Arpan & Raney, 2003; Gunther & Liebhart, 2006), they may be more likely to deem it not credible. For example, past research
indicates that conservatives are more likely to rely on blogs (Johnson, Kaye & Kim; 2006), because they view the mainstream media as dominated by a liberal viewpoint (Copeland, 2004; Hamdy & Mobarak, 2004). Perhaps blog content is perceived as more credible because it is considered more independent than news reported in corporate-controlled media. Also, blogs provide an open forum for users to address issues (Bruns, 2006; Cristol, 2002; Wall, 2006). Users may also gravitate toward blog content because it allows for a more personal and interactive venue for acquiring information (Papacharissi, 2004; Reynolds, 2005; Thompson, 2003; Wall, 2005) than traditional media. It is therefore vital to understand blog users’ motivations for usage in order to gain further knowledge about factors that influence the degree to which they are viewed as credible.
As hypothesized, both reliance and motivations were predictors of blog credibility, after controlling for demographic and political variables. Reliance emerged as a stronger predictor of blog credibility than did motivations. It stands to reason that users would find their preferred media selection the most credible. Past analyses have also indicated that reliance is a consistently strong predictor of credibility perceptions (Banning & Trammell, 2006; Johnson & Kaye, 2004; Kim, 2006). All five of the motivation factors under scrutiny were also positive predictors for blog credibility (Information Seeking/ Media Checking, Convenience, Personal Fulfillment, Political Surveillance, and Social Surveillance). These findings support other studies that have asserted that bloggers are motivated by a variety of reasons for going online and that different sites cater to varying user desires (Flanagin & Metzger, 2000; Johnson & Kaye, 2004).
The current study took the examination one step further by asserting that the Informational (i.e., instrumental) motivations will be a stronger predictor of blog credibility than will entertainment motivations (i.e., habitual), after controlling for demographics and political variables. When assessing the influence of specific motivations for blog users, political information seeking emerged as the strongest predictor for judgments of blog credibility, while personal fulfillment/entertainment was the weakest. Past analyses indicate that political surveillance is a strong motivator for blog users (Kaye, 2005). The Internet is consistently viewed as a resource for more instrumental needs such as surveillance, voter guidance, and social utility (Lin & Salwen, 2006; Lin, Salwen, & Abdulla, 2005) Perhaps individuals are attracted by blogs because they offer a wide variety of issue perspectives, as well as opportunities for political discussions.
However, respondents who primarily engaged in blogging for entertainment purposes are less likely to judge blogs as highly credible. It stands to reason that credibility factors such as believability, fairness, accuracy, and depth may not be as important for those engaging in blogging for fun and personal fulfillment. Studies suggest that those who consume media for entertainment, diversion, and relaxation needs are less goal-oriented and are therefore less selective when choosing media content (Blumler, 1979; McLeod & McDonald, 1985; Rubin, 1984).
Politically-interested blog users judged blogs as considerably more credible overall than traditional media or other online sources. Interestingly, broadcast television fared the worst on measures of credibility. The hostile media effect may play some role in this perception of credibility. If blog users perceive mainstream news coverage as biased against their point of view (Arpan & Raney, 2003; Gunther & Liebhart, 2006), they may be more likely to deem it not credible. For example, past research
indicates that conservatives are more likely to rely on blogs (Johnson, Kaye & Kim; 2006), because they view the mainstream media as dominated by a liberal viewpoint (Copeland, 2004; Hamdy & Mobarak, 2004). Perhaps blog content is perceived as more credible because it is considered more independent than news reported in corporate-controlled media. Also, blogs provide an open forum for users to address issues (Bruns, 2006; Cristol, 2002; Wall, 2006). Users may also gravitate toward blog content because it allows for a more personal and interactive venue for acquiring information (Papacharissi, 2004; Reynolds, 2005; Thompson, 2003; Wall, 2005) than traditional media. It is therefore vital to understand blog users’ motivations for usage in order to gain further knowledge about factors that influence the degree to which they are viewed as credible.
As hypothesized, both reliance and motivations were predictors of blog credibility, after controlling for demographic and political variables. Reliance emerged as a stronger predictor of blog credibility than did motivations. It stands to reason that users would find their preferred media selection the most credible. Past analyses have also indicated that reliance is a consistently strong predictor of credibility perceptions (Banning & Trammell, 2006; Johnson & Kaye, 2004; Kim, 2006). All five of the motivation factors under scrutiny were also positive predictors for blog credibility (Information Seeking/ Media Checking, Convenience, Personal Fulfillment, Political Surveillance, and Social Surveillance). These findings support other studies that have asserted that bloggers are motivated by a variety of reasons for going online and that different sites cater to varying user desires (Flanagin & Metzger, 2000; Johnson & Kaye, 2004).
The current study took the examination one step further by asserting that the Informational (i.e., instrumental) motivations will be a stronger predictor of blog credibility than will entertainment motivations (i.e., habitual), after controlling for demographics and political variables. When assessing the influence of specific motivations for blog users, political information seeking emerged as the strongest predictor for judgments of blog credibility, while personal fulfillment/entertainment was the weakest. Past analyses indicate that political surveillance is a strong motivator for blog users (Kaye, 2005). The Internet is consistently viewed as a resource for more instrumental needs such as surveillance, voter guidance, and social utility (Lin & Salwen, 2006; Lin, Salwen, & Abdulla, 2005) Perhaps individuals are attracted by blogs because they offer a wide variety of issue perspectives, as well as opportunities for political discussions.
However, respondents who primarily engaged in blogging for entertainment purposes are less likely to judge blogs as highly credible. It stands to reason that credibility factors such as believability, fairness, accuracy, and depth may not be as important for those engaging in blogging for fun and personal fulfillment. Studies suggest that those who consume media for entertainment, diversion, and relaxation needs are less goal-oriented and are therefore less selective when choosing media content (Blumler, 1979; McLeod & McDonald, 1985; Rubin, 1984).
The findings are encouraging, in that people seriously motivated by political examination indeed find blogs to be credible sources for their information inquiry.
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