Credibility involves multiple dimensions, applies to both groups and individuals and is intertwined with the ability of a source to require compliance.

 

Traditional Views of Credibility ( Note spelling:  no "T" in "Credible")

  I.   Ethos and Good character

 

  II.   Rational/Legal Ideal of Credibility

 

A.   Ability to make a judgment/claim

1.    knowledge

2.    expertise

B.   Objectivity

 

  III.  Credibility as Believability involves

A.   audience acceptance - note AP issue of “contrary to self-interest”

B.   components discovered through research data

1.    trustworthiness

2.    (Attitude?) similarity

3.     physical attractiveness

 

C.   meeting the needs of the receivers

 

Research Results on Credibility

• Prestige of sources can lead to legitimation of the issue

• Audiences seem to learn information regardless of source – sleeper effect (and have short memories as to who was the source)

• Mystification can yield higher credibility - use jargon, symbols

• Charisma (and identification/referent power) - traditionally it has been seen as valuable – Does it still exist?

·         Authoritarianism and Acquiescence - It’s not real credibility