Abstract
The boom of Pakistani channels started after the PEMRA issued
licenses to many private channels and later on, questions were raised
on credibility of Pakistani news media. Measuring the audience
credibility on the news channels is an important aspect as the
credibility is said to be the backbone of the entire media system. The
credibility of news channels is becoming an increasingly important
area to understand.To expand knowledge in this domain, a survey study
was conducted out that investigated people’s perception of the
credibility of two news channels namely ARY News and Geo News. The
research explores the perception of the news audiences on the
credibility of the news channels. A survey is administered with the help
of convenience sampling technique and selected sample of 200
audiences from Rawalpindi and Islamabad, Pakistan. The study
assessed the credibility perception of the audiences toward the two
news media channels: ARY News and Geo News. The credibility is
measured with the help of two different components: source and
medium. To measure these constructs a 12 scale factor developed by
Gaziano and McGrath (1986) with additions from Infante (1980) and
Jacobson (2012) is incorporated. The findings suggested that audience
perceived the credibility of the source in a different way whereas both
the channels as a medium are perceived to be similar. The data showed
the negative linkage between age, gender, education, occupation and
the news media channel’s credibility but shows the positive
relationship between political affiliation and credibility perception of
the news channels.
Ayesha Qamar, Ahlam Tariq, Zeenat Baloch. (2018) Audience Credibility on News Channels: A Case Study of ARY and Geo News, Putaj Humanities And Social Science, Volume-25, Issue-2.
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