Abstract
This experimental investigation of media credibility examined the combined, or synergistic, effects of on-air and online network news exposure, placing student and adult news consumers in broadcast news, online news, and telewebbing conditions. Results indicate that perceptions of network news credibility are affected by channel used. Perceptions of credibility were enhanced when the channel used was consistent with the news source being evaluated, suggesting a channel congruence effect. In addition, evidence is offered for the existence of a synergy effect between on-air and online news.
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