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95 January 2010 Credibility, News Sources and Readership

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95 January 2010 Credibility, News Sources and Readership Paper Number: 95 January 2010 Credibility, News Sources and Readership: The Case of Hong Kong Audience Steve Guo, Huang Yu, To Yiu Ming & Fanny Chan Hong Kong Baptist University Steve GUO received a BA in English and English Literature in 1982 from the Beijing Foreign Languages Institute. He then worked as a journalist in China Daily for seven years. GUO obtained both an MA and a PhD in mass communication at the University of Wisconsin-Madison. He came to teach journalism and mass communication in Hong Kong Baptist University in 1996. His research interest centers on political communication, specifically political effects of mass media news. He has done empirical work in many areas tapping the role of media in various aspects of people's political thinking and behavior. HUANG Yu received his professional journalism training in Beijing. From 1988 to 1994, he was in the United Kingdom to pursue the Ph.D. degree and worked as a journalist. He joined the Department of Journalism, Hong Kong Baptist University, in 1994 and now is the head of the Department. His research interests include: mass media in Hong Kong and mainland China, Media representation/construction, social relation and media changes, political economy of media/communication studies, news/media and social development, media and Chinese nationalism, Chinese language in HK media. TO Yiu Ming graduated from the University of Hong Kong with a BA in philosophy and a master's degree (M.Soc.Sc.) in urban studies. He was a journalist for eight years for several news publications, including the Express Daily, Hong Kong Economic Journal, Pai-shing Semi-monthly, North America Daily (Hong Kong Office), Hong Kong News Journal and Hongkong Standard. He then took up a teaching post at Hong Kong Baptist University. TO continues to write a weekly current affairs commentary for Ming Pao, which earned him a Human Rights Press Award for Special Merit in 1997. His research interests include press laws and ethics, political communication and journalism history. Fanny CHAN is an M.Phil graduate in School of Communication, Hong Kong Baptist University (HKBU). Currently she is a senior executive of the Institute for Journalism and Society, Hong Kong Baptist University. Her research interests include advertising, persuasion, humor, psychology of handwriting and calligraphy. The authors welcome comments from readers. Contact details: E-mail: [email protected] David C. Lam Institute for East-West Studies (LEWI) Hong Kong Baptist University (HKBU) LEWI Working Paper Series is an endeavour of David C. Lam Institute for East-West Studies (LEWI), a consortium with 28 member universities, to foster dialogue among scholars in the field of East-West studies. Globalisation has multiplied and accelerated inter-cultural, inter-ethnic, and inter-religious encounters, intentionally or not. In a world where time and place are increasingly compressed and interaction between East and West grows in density, numbers, and spread, East-West studies has gained a renewed mandate. LEWI’s Working Paper Series provides a forum for the speedy and informal exchange of ideas, as scholars and academic institutions attempt to grapple with issues of an inter-cultural and global nature. Circulation of this series is free of charge. Comments should be addressed directly to authors. Abstracts of papers can be downloaded from the LEWI web page at http://www.hkbu.edu.hk/~lewi/publications.html. Manuscript Submission: Scholars in East-West studies at member universities who are interested in submitting a paper for publication should send an article manuscript, preferably in a Word file via e-mail, as well as a submission form (available online) to the Series Secretary at the address below. The preferred type is Times New Roman, not less than 11 point. The Editorial Committee will review all submissions. The Institute reserves the right not to publish particular manuscripts submitted. Authors should hear from the Series Secretary about the review results normally within one month after submission. Copyright: Unless otherwise stated, copyright remains with the author. Please do not cite or circulate the paper without the author’s consent. Editors: Ah Chung TSOI, Director of LEWI; Emilie Yueh-yu YEH, Cinema & TV and Associate Director of LEWI. Editorial Advisory Board: From HKBU: CHEN Ling, Communication Studies; Martha CHEUNG, English Language and Literature; Vivienne LUK, Management; Eva MAN, Humanities; TING Wai, Government and International Studies; WONG Man Kong, History; Terry YIP, English Language and Literature. From outside HKBU: Paul CROWE, David See-Chai Lam Centre for International Communication, Simon Fraser University (Canada). Disclaimer: David C. Lam Institute for East-West Studies (LEWI), and its officers, representatives, and staff, expressly disclaim any and all responsibility and liability for the opinions expressed, or for any error or omission present, in any of the papers within the Working Paper Series. All opinions, errors, omissions and such are solely the responsibility of the author. Authors must conform to international standards concerning the use of non-published and published materials, citations, and bibliography, and are solely responsible for any such errors. Further Information about the working paper series can be obtained from the Series Secretary: David C. Lam Institute for East-West Studies (LEWI) Hong Kong Baptist University Kowloon Tong Hong Kong Tel: (852) 3411-7273; Fax: (852) 3411-5128 E-mail: [email protected] Website: http://www.hkbu.edu.hk/~lewi/ LEWI Working Paper Series Credibility, News Sources and Readership: The Case of Hong Kong Audience1 Steve Guo, Huang Yu, To Yiu Ming & Fanny Chan Hong Kong Baptist University, Abstract This study examines the relationship among three sets of variables: credibility, news sources and readership. A large-scale content analysis of fourteen local daily newspapers and a survey of 2,025 Hong Kong residents were conducted to test four hypotheses. Findings show that Apple Daily, Oriental Daily and Ming Pao are the three most popular newspapers in the pool. They were also regarded as the three most credible newspapers in Hong Kong, though the order is different. Newspapers cited the most opinions from a diversified news sources were regarded as more credible while newspapers quoting more unnamed sources were not necessarily perceived to be less credible. Interestingly, the results indicate that not all audience will choose the newspaper they believe to be the most credible to read, which somehow suggest that newspaper credibility is delinked from readership. Key words: credibility, Hong Kong newspapers, news sources, readership Hong Kong media has long been criticized for overemphasizing sensationalism, too market-oriented, lack of credibility, and invading people’s privacy. There are also increasing complaints that some presses have distorted the truth in favor of the government or businesses leaders. It is believed that some media organizations are out of touch with the concerns of the public and that they treat ordinary people unfavorably. Many media organizations in Hong Kong are owned by business tycoons or corporations that have China backgrounds (Fung, 2007). It is not strange to see that they reflect the interests of the dominant class mostly. Nevertheless, local residents also share a strong faith in the community press in terms of diversity, autonomy, and freedom, particularly when cast in comparison with its mainland counterparts. The public continues to enjoy the freedom of 1 This research has been made possible with a Faculty Research Grant (FRG/07-08/ II-87) from Hong Kong Baptist University 1 LEWI Working Paper Series speech and the diversified political and professional background of the local press after 1997. The media are still free to report on government scandals and criticize government policies. Newspapers are hard to escape from the subtle political and economic pressures. It was shaped by a combination of different factors including state control, the political economy of the media, media professionalism and actions of civil society (Ma, 2007). This somehow explains why newspapers in Hong Kong project such a paradoxical public image. Media is regarded as the “Fourth Estate” in Hong Kong. The public expects media to be the one to monitor the government and tycoons and to voice for the unvoiced. The media act as the mediator between people and the decision makers. In fact, people tend to view the media favorably if it carries out the watchdog function and keeps the public interest at heart. They believe that media scrutiny helps to keep government officials in line. The public also expect that news reports to stick to the facts instead of embedding a lot of interpretations. However, the public witnessed the increase in inaccurate and biased reporting in the past few years. Many people also envisaged that there will be more control and repression from China after 1997 (Lee, 1998). This makes the society doubtful about media ethics and so concerned about media’s rights and responsibility. Media credibility becomes an important issue to explore. People rely on press to get information about the reality as most events cannot be known directly. Media plays an essential role in painting the picture of the reality. They can construct, amplify, dramatize or minimize the impact of an event. Most of the previous studies on media credibility compare the credibility rating of the entire media types. Schweiger (2000) pointed out that the difference within media types may in fact be stronger than between them. This study is going to examine the content of the local press and investigate audience’s perception of press credibility in Hong Kong. It attempts to compare the credibility rating across different newspapers and explore how press credibility relates to news sources and the circulation/readership. 2 LEWI Working Paper Series Literature Review Norman Mailer (1960), an American writer, claimed that “once a newspaper touches a story, the facts are lost forever, even to the protagonists”.
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