The Dimensions of Source Credibility of Television Newscasters

The author asked 596 undergraduate students to view kinescopes of three “off the air” local newscasts and evaluate each of the newscasters on a fifty-five item semantic differential instrument. None of the subjects were familiar with either the newscasters or the content of the messages. The three newscasters varied a great deal in their “styles” of news delivery. The resulting 1, 782 instruments were factor analyzed separately and pooled. By inspection, there were no significant differences in factor structure or loadings among the three newscasts. The pooled factor analysis identified the three major dimensions of source credibility as a reliable-logical or validity of the message factor; a showmanship, dynamism, or entertainment factor; and a trustworthiness dimension. As sub-factors accounting for a portion of the residue after extracting the first three factors, the author identifies a morality, bodily skill, data evaluation, speed, and extroversion dimension. These sub-factors are probably unique to the newscasting communication situation.