Article published in:
Strategic Communication: Beyond nation cultural adaption, images and identityEdited by Hassan Abu Bakar and Bahtiar Bin Mohamad
[Journal of Asian Pacific Communication 28:1] 2018
► pp. 83–106
The vicarious and source credibility grid across cultures
Jon Dornaletetxe Ruiz | Universidad de Valladolid
Mike R. Allen | University of Wisconsin-Milwaukee
The manuscript offers an expansion of a traditional view of source credibility
based on evaluation of a message source with inclusion of vicarious credibility
(evaluation by members of a social network). The move reflects the need to
consider differing cultural perspectives on how a message source might become
evaluated. Data from 1,149 participants (US, Spanish, Japanese) identify
vicarious and source credibility as significantly different. Classification
results from discriminant analysis, where vicarious and source become a single
function to create new grounds for cross-cultural communication research. The
new paradigm requires the examination of both vicarious credibility in
conjunction with source credibility that produce a credibility grid.
Keywords: credibility, vicarious, source, intercultural, cross-cultural
Published online: 19 January 2018
https://doi.org/10.1075/japc.00005.dil
https://doi.org/10.1075/japc.00005.dil
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