Source Credibility and Trust of Media Information Based on Gender of Reporter

An experiment was used for this study to explore if the gender of a reporter impacts perceived source credibility and thus trust in information. Previous research has shown how gender biases can affect how topics are covered, reported on, perceived and marketed in the journalistic world. Modern media and newsrooms are meant to mirror reality as they convey information to the public, yet women continue to be gatekept out of reporting on certain types of news. Further, changes in the mode of delivery of news are also impacting the journalism landscape. Thus, this study employed a digital stimulus to explore if gender bias impacts perceived trust and credibility of media information, updating dated scholarship in the area. The data shows that in this particular digitally focused inquiry, gender did not significantly impact the audience’s perceived credibility, but higher credibility did link to an increase in trust in the information provided. Future implications and limitations are discussed.