Credibility in Video News

steampunk_archive_icon_by_yereverluvinuncleber-d5jsav0Cummins, R. Glenn and Todd Chambers. “How Production Value Impacts Perceived Technical Quality, Credibility, and Economic Value of Video News.” Journalism and Mass Communication Quarterly 88.4 (Winter 2011): 737-52.

production value = “technical aspects of content” (Cummins and Chambers 738)

n = 154 people
students, average age of 21
adults, average age of 50 (Cummins and Chambers 742)

The study found that viewers recognized higher production value and found it more credible, but did not see it as being worth paying for (Cummins and Chambers 745).

The authors recognized the potential limitations of the extreme differences in the production values of the texts. “Stories high in production value differed along multiple dimensions: resolution, aspect ratio, audio quality, and shot stability” (Cummins and Chambers 746).

“Student viewers also perceived the content to be less credible compared to adult viewers” (Cummins and Chambers 747). Which means there is hope for our students!

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