Credibility in the communications process (MC, unit 1)

Credibility

the extent to which the audience perceives the source to be reliable and objective

Linear model of communications (adaptation of Schramm, Shannon and Weaver)
The decoding process is influenced by recipient's preconceptions of the sender. Credibility is bestowed by opinion formers (experts) and opinion leaders (peer group)

Example: when Google wanted to launch gmail in 2004, it identified 1,000 online opinion-formers and inviting them to try the as yet unreleased service, the company set off an epidemic of recommendation that resulted in three million people signing up in just three months

Kelman's 3 source characteristics:

1. source credibility
2. source attractiveness
3. source power (e.g. sales promos in crowded marketplace)

Pros and cons of celebrity endorsements (personalities as opinion formers)
Increased attention and global reach versus overshadowing, controversy and image changes. Examples: Gary Linekar and Walkers, Jodie Kidd and M&S