Media Consumer Perception: An Evaluation

The study assessed the nature of relationship between the credibility of the media and the duration of their use. The aim was to know whether a person who spent more number of years in using a medium would give more credibility to that medium when compared to another person who spent less number of years in using the same medium or else, whether the credibility of a medium was related to the number of years of its use. Accordingly, the correlation between the total number of years spent by the respondents in using each medium and its respective credibility rating was calculated. The result showed that there was no significant correlation between the two. So, the study found that media credibility was not related to duration of media use. Another specific objective of the study was to understand the difference if any in the credibility ratings given to the three media based on the media dependence of the respondents. The variable of media dependence was assessed by finding out the medium used most often by each respondent to get news.

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