Publication Type
Journal Article
Version
publishedVersion
Publication Date
7-2015
Abstract
Based on a random survey sample, the current study examined audience assessments of different media platforms in Pakistan. This study found that in the complex Pakistani media landscape, ethnicity is a key indicator in predicting media credibility. Our study’s results indicate that minority ethnic groups tend to find domestic television to be less credible, and international television or traditional media to be more credible, than do members of the majority Punjabi group. Media reliance was found to be a significant indicator of media credibility assessment — particularly regarding media such as international television and the Internet — as media reliance hinges on the availability of a media infrastructure, especially in the context of a developing society like Pakistan.
Keywords
Traditional media credibility, new media credibility, media reliance, media credibility in Pakistan, religiosity, ethnicity
Discipline
Asian Studies | Business and Corporate Communications | Social Influence and Political Communication
Research Areas
Corporate Communication
Publication
International Journal of Communication
Volume
9
First Page
2282
Last Page
2305
ISSN
1932-8036
Publisher
University of Southern California, Annenberg School for Communication & Journalism
Citation
KyuJin SHIM; GOLAN, Guy J.; DAY, Anita G.; and YANG, Sung-Un.
Beyond the Western Masses: Demography and Pakistani Media Credibility Perceptions.. (2015). International Journal of Communication. 9, 2282-2305.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/4754
Copyright Owner and License
Authors
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Additional URL
http://ijoc.org/index.php/ijoc/article/view/2023
Included in
Asian Studies Commons, Business and Corporate Communications Commons, Social Influence and Political Communication Commons