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可信性是电视媒体区别于互联网的主要优势,然而,国内鲜有关于其含义、维度、测量的研究。本文通过实证研究表明,我国电视媒体可信性分为专业性、责任心和有用性三个维度。其中,专业性是指电视媒体的新闻报道能力,责任心侧重于电视节目的品位与格调,有用性侧重于电视媒体的个人效用和社会效用。从学术上看,本研究有助于后人进一步探索媒体可信性与媒体态度、媒体使用意愿等其它变量的关系;在实践上,该模型为电视行业的发展提供了一定的参考。
Credibility is the main advantage of the television media from the Internet. However, there are few researches on its meaning, dimensions and measurement in China. The empirical research shows that the credibility of China’s television media is divided into professional, responsible and useful three dimensions. Among them, professional refers to the television news media coverage ability, responsibility is focused on the taste and style of television programs, usefulness focuses on the television media’s personal and social utility. From an academic point of view, this study helps future generations to further explore the relationship between media credibility and other media variables such as the attitude of the media and the media’s willingness to use the media. In practice, the model provides a reference for the development of the television industry.