Beyond the Western Masses: Demography and Pakistani Media Credibility Perceptions.

• Main Authors: KyuJin SHIM, GOLAN, Guy J., DAY, Anita G., YANG, Sung-Un
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2015
• Subjects: Traditional media credibility; new media credibility; media reliance; media credibility in Pakistan; religiosity; ethnicity; Asian Studies; Business and Corporate Communications; Social Influence and Political Communication
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/4754; https://ink.library.smu.edu.sg/context/lkcsb_research/article/5753/viewcontent/2023_15953_1_PB.pdf
• Institution: Singapore Management University

Based on a random survey sample, the current study examined audience assessments of different media platforms in Pakistan. This study found that in the complex Pakistani media landscape, ethnicity is a key indicator in predicting media credibility. Our study’s results indicate that minority ethnic g...