Title

Beyond the Western Masses: Demography and Pakistani Media Credibility Perceptions.

Publication Type

Journal Article

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

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