The Research On Network Media Credibility And Its Influencing Factors

As we know, the rise and popularity of internet media has changed the original transmission ecology.The characteristics of information online included massive information and openess bring people lots of convenience,meanwhile, it has also increased the difficulties of screening with online information. False network news , infringement and malicious speculation can be found everywhere on the network, which damaged the credibility of Internet media seriously.The effects of Network media credibility mainly from two aspects: the macro-political economic and social environment; micro-media performance and the audience's own expectations of the media. Both media and audience credibility is the result of game. Factors Influencing the network media can learn from the credibility of traditional media research. Integrated the previous literature, this study will impact the network factors to determine the credibility of the media in the "web design", "News Tips", "social care", "site background", "site style", "interactive" the 6 aspects. This study selected college students as sample, after statistical analysis ,I find that: the main source of information for college students is network media. Students trust in the media on the network is not high. Among the six aspects which determine the credibility of network media, the "web design" on the site induce the largest influence on the credibility, "site background" on the network media credibility factors minimized.Construction of the network media credibility is a long and complex systems engineering. In this process, sites, social and audience to work together. Web site must improve their information quality and strengthen the professional quality of employees in the network; community should formulate a scientific and standardized industry standards, to strengthen industry regulation; audience should improve literacy, increase the screening capacity of the network information and regulate their own communication behavior on network.