Source credibility
Encyclopedia
Source credibility is the believability of a communicator
, as perceived by the recipient of the message. Academic studies of this topic began in the 20th century and were given a special emphasis during World War II
, when the US government sought to use propaganda
to influence public opinion in support of the war effort. Psychologist Carl Hovland
and his colleagues worked at the War Department upon this during the 1940s and then continued experimental studies at Yale University. They built upon the work of researchers in the first half of the 20th century who had developed a Source-Message-Channel-Receiver model of communication and, with Muzafer Sherif
, developed this as part of their theories of persuasion and social judgement
.
There are different elements that may comprise a person's credibility but, according to source credibility theory, the two elements most commonly identified are perceived expertise, and trustworthiness of the source. Source credibility theory research also indicates that the ability to internalize the message is influenced by the potential impact the message has upon the receiver.
Expertise or competence is simply the quality of having a specific range of skill, knowledge, or ability in a specified area. According to communications and speech specialists, Steven A. Beebe, professor
of communications studies, and Susan J. Beebe, trustworthiness is characterized as the ability for people to believe a person to be honest.
The area of source credibility is studied for practical applications in communications, marketing, law, and political science.
Communication
Communication is the activity of conveying meaningful information. Communication requires a sender, a message, and an intended recipient, although the receiver need not be present or aware of the sender's intent to communicate at the time of communication; thus communication can occur across vast...
, as perceived by the recipient of the message. Academic studies of this topic began in the 20th century and were given a special emphasis during World War II
World War II
World War II, or the Second World War , was a global conflict lasting from 1939 to 1945, involving most of the world's nations—including all of the great powers—eventually forming two opposing military alliances: the Allies and the Axis...
, when the US government sought to use propaganda
American propaganda during World War II
During World War II, American propaganda was used to increase support for the war and commitment to an Allied victory. Using a wide variety of media, propagandists fomented hatred for the enemy and support for America's allies, urged greater public effort for war production and victory gardens,...
to influence public opinion in support of the war effort. Psychologist Carl Hovland
Carl Hovland
Carl Iver Hovland was a psychologist working primarily at Yale University and the US Army during World War II who studied attitude change and persuasion....
and his colleagues worked at the War Department upon this during the 1940s and then continued experimental studies at Yale University. They built upon the work of researchers in the first half of the 20th century who had developed a Source-Message-Channel-Receiver model of communication and, with Muzafer Sherif
Muzafer Sherif
Muzafer Sherif was one of the founders of social psychology...
, developed this as part of their theories of persuasion and social judgement
Social judgment theory
Social judgment theory is a persuasion theory proposed by Muzafer Sherif and Carl Hovland .Please note: This is an overview of the social Psychology term. The author has focused this use of SJT in the social psychology theory. However, there is another standpoint which is from Judgement and...
.
There are different elements that may comprise a person's credibility but, according to source credibility theory, the two elements most commonly identified are perceived expertise, and trustworthiness of the source. Source credibility theory research also indicates that the ability to internalize the message is influenced by the potential impact the message has upon the receiver.
Expertise or competence is simply the quality of having a specific range of skill, knowledge, or ability in a specified area. According to communications and speech specialists, Steven A. Beebe, professor
Professor
A professor is a scholarly teacher; the precise meaning of the term varies by country. Literally, professor derives from Latin as a "person who professes" being usually an expert in arts or sciences; a teacher of high rank...
of communications studies, and Susan J. Beebe, trustworthiness is characterized as the ability for people to believe a person to be honest.
The area of source credibility is studied for practical applications in communications, marketing, law, and political science.