Identification, Transparency, Interactivity

Abstract

This article explores traditional conceptualizations of credibility relying on quantitative and qualitative analyses of data collected by the Institute for the Future of the Book, which conducted an online survey of readers of Pharyngula and Informed Comment, two popular, widely read, single-author blogs. The results suggest that a new pattern for online information credibility is emerging for blogs that supplements credibility’s traditionally understood dimensions of expertise, accuracy, and absence of bias with new, medium-specific or medium-enabled dimensions, including interactivity, transparency and, perhaps most significantly, identification. The responses indicate that mainstream news media may want to adopt more of the principles and techniques of blogging and readers of the two blogs appreciate the conversation each author facilitates. This preference for real human voices, especially when combined with the explosion of interest in and use of online social networks like Facebook and Twitter, indicates the need for a “re-voicing” of journalism.