Особености на ефекта на пратеника – достоверност на комуникатора в дигиталния свят
The Messenger Effect Features – Communicator’s Credibility in the Digital World

Author(s): Maria Popova
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Summary/Abstract: The Messenger effect shows that a key role in the process of media influence has not only the subject and the topic of the message, but also the personality of the communicator. The audience relies on the already established trust, authority, and approval of a given person, and this affects the way they perceive, interpret, and use the received information. Audience tends to place greater expectation and importance on information that is presented by the authoritative, influential, competent, and charismatic messengers. However, the credible sources of information manage to achieve greater changes in the recipients’ attitudes, unlike less credible sources. Media influence also depends on other factors such as the possession of special knowledge by the communicator, the built public trust in his personality, the self-esteem of the recipients, and their preestablished attitudes.

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