Media Credibility Of Urban Residents And Analysis Of Its Influencing Factors

Media as one of the prevailing social settings, to bring about a great impact on the social life of modern people. People in modern society pay more and more attention to the media, media credibility is not only a reflection of the degree of trust of urban residents to the media, but also to a certain extent reflects the credibility of urban residents to the community. Under this background, it is not only of great practical significance, but also has a long-term significance to investigate the media credibility and its influencing factors of urban residents.Based on the survey data of urban residents in Changsha, this study investigated the current status of media credibility of urban residents in Changsha. This study used SPSS statistical software. First of all, descriptive statistical analysis is applied to the current status of media credibility of urban residents in Changsha. At the same time, in order to further understand the internal structure of the credibility degree of urban residents, media credibility of urban residents can be divided into two special types through factor analysis: the traditional media credibility and the new media credibility. Then the study regards media experience, government trust, social community and relative deprivation as independent variables, and traditional media credibility and new media credibility as dependent variable. It establishes a multiple linear regression model to analyze how each variable effect on the dependent variable.The results found that urban residents in Changsha have different attitudes towards different media. Overall, the traditional media credibility is higher than the new media credibility. For the urban residents in Changsha, encounter media events, government trust and relative deprivation all have significant influence on their traditional media credibility. Among them, encounter media events has negative effect, government trust has positive effect, relative deprivation also has negative effect.For the urban residents in Changsha, all independent variables have no significant influence on their new media credibility.