新疆维吾尔语媒介公信力实证研究

Empirical Research of Media Credibility of Uighur Language

媒介公信力是媒介赢得受众信赖的职业品质和能力。通过对维吾尔语大众传播媒介公信力的实证研究发现,电视媒介的公信力最高,网络媒介成为仅次于电视被维吾尔族受众所信赖的媒介方式;性别、年龄、受教育程度等因素影响受众媒介公信力评价;受众媒介接触偏好和接触频率与媒介公信力评价不成正相关关系。虽然受众对维吾尔语大众传播媒介公信力总体评价持肯定态度,但仍应从媒介专业化、媒介产品质量、影响力等方面提高其媒介公信力。

The credibility of the media is the media to win the occupation quality and capacity audience trust. This paper is based on the empirical research of Uighur language in mass media credibility and found that the TV got the highest credibility from Uyghur＇s audience and Network next to it. Factors such as gender, age, and level of education affect the audience of media credibility evaluation; Audience media contact preferences and contact frequency doesn＇t have the direct proportion with media credibility evaluation. This paper argues that, although the audience held a positive attitude to the overall evaluation of Uyghur＇s mass media credibility, we should improve media credibility by the way of medium professional specifications, product quality, and influence, etc.