Credibility and the Use of Blogs among Professionals in the Communication Industry

Abstract

This study examines use, credibility, and impact on the communication industry of blogs as seen by professional journalists and public relations practitioners. Informed by the uses and gratifications perspective and using an online survey, the study used factor analysis to reveal simplistic blog use categorizations as being either interactive or noninteractive. Results also indicate that those who are labeled “high users” in both factors assign more credibility to the medium. Differences between journalism and public relations professionals were examined.