International Journal of Humanities and Social Science

ISSN 2220-8488 (Print), 2221-0989 (Online) 10.30845/ijhss

The Credibility of Saudi Media Institution Sites through Social Media from the Perspectives of Saudi Youth
Dr. Falah Amer Aldahmashi

Credibility represents a cornerstone in the ongoing relations between media organisations and their audience. The study examined the perspectives of Saudi youth in terms of the credulity of institutions’ social media feeds as a new communication environment, with the aim being to define the dimensions that contribute in recognising such terms. In addition, the study examined the effect of social media websites on participation and the viewpoints of Saudi youth towards the credibility of such institutions. The study found that social media has changed the communication style for youths, as they have become the most popular and prevalent users. About half of the sample (47.5 %) of youth uses social media for more than five hours a day, which represents a long period of time and percentage that exceeds the universal average, and was not expected by the researcher. The attitude of youth towards the credibility of the institutions that use social media is positive. In addition, the dimensions of credibility of the traditional media, which are “trust, personal experience, honesty and objectivity” are important and also form the credibility for the institutions that interact through social media. They still play the same role in the environment of social media along with new dimensions, namely: “the reputation of the institution, presentation on social media, rapidly and easily, transparency of communication, altruism, common values and cooperation.” On the other hand, the study concluded that the effect of other users affects the conceptions of the Saudi youth on the credibility of the institutions that use social media. This exceeds the effect of other institutions, since they are seen by a neutral party, and hence there is a risk when some people promote rumours..

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