Trust in the media has become an increasingly important issue in communication research. Traditional credibility research and modern media skepticism studies have bred a multiplicity of empirical findings illustrating the attitudes of the recipients toward the mass media, possible reasons for trust or skepticism, and possible consequences of media trust for the individual and society. However, the psychological causes of trust in the media have not attracted much attention in communication research. This is especially true for personality traits such as individual level of interpersonal trust, which, as a global attitude, might be considered as one possible reason for the development of further trust relationships. In this paper it is assumed that the individual level of generalized social trust is one possible reason for the development of trust in the media. It is assumed that people tending to generally trust their fellow humans also express high levels of trust in the media and in other institutions. Based on a representative telephonic survey of the German population, it was found that there are positive correlations between interpersonal trust, trust in the media, and trust in other institutions.
The importance of credibility in human communication had already been recognized long before modern communication research emerged as a scientific discipline. For ancient rhetoricians like Aristotle or Cicero it was self‐evident that the credibility of a communicator had an important impact on the persuasiveness of his performance (→ Rhetorical Studies; Rhetoric, Greek). At the beginning of the twentieth century credibility became a central concept in communication research, first in → propaganda, later in other areas such as → advertising or → political communication. Today, the field of research is quite complex: different research traditions have bred a considerable number of definitions, operationalizations, and findings. Three major models of credibility can be distinguished: the source model, the recipient model, and the experience model. Modern research has come to the conclusion that there is no linear relationship between the credibility of a communication source and the effectiveness of its persuasive efforts. The magnitude as well as the persistence of credibility effects depend on several intervening variables (→ Journalists, Credibility of; Credibility of Content).
This study provides support for nurse prescribing of medication for chronic conditions in Israel. Policymakers in the field of nursing understand the national significance of increasing public awareness of expanding nurse authority to prescribe medication for chronic conditions.
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