| Abstract： |
This study focuses on the special topic page of Xinhua Net's “Two Sessions” integrated media and examines the current situation and influencing factors of the credibility of new mainstream media. Based on a survey of 402 valid samples of questionnaire, this study finds that the audience's frequency of use of mainstream media, government trust level, cognitive motivation, and cognitive satisfaction have a positive impact on their evaluations of the credibility of new mainstream media. The demographic characteristics of the audience do not affect their evaluations of the credibility of new mainstream media. This study argues that, there is a bidirectional impact mechanism between media use frequency and media credibility, and a unidirectional impact mechanism of “media use frequency-government trust-media credibility” formed by the joint use of media use frequency and external government trust level. An internal interaction mechanism of “use motivation-use frequency-use satisfaction-media credibility” is formed by the joint effect of the audience's media use variables. Therefore this study proposes some suggestions for increasing media credibility. |
