Influence of Convergent Media on the Perception of Information Credibility

In this research, the information design is explored in the context of technological changes, with the aim of determining does the application of converged media content affects on the evaluation of information credibility. Research hypothesis was: by using different levels of media convergence in the digital space, the assessment of the media messages can be changed. The empirical study was conducted using the web pages that were comprised of substantially same information but presented using different levels of media convergence. The research showed the impact of visual presentation technology on the process of decoding messages through two measured elements—number of eye fixations on the content and duration of content usage. Obtained eyetracking measurements gave objective data on the use of media and the data obtained by a questionnaire gave a subjective assessment of the information credibility expressed through four dimensions: objectivity, reliability, competence and stringency. Results obtained by using the system for measuring eye movements showed that there were statistically significant differences in the use of media content according to the used level of media convergence. Visual design of the site influenced on the subjective assessment of the credibility of the content. Results of measurements of fixation number and duration of visits to media content confirmed the hypothesis that the mode of graphic presentation of information affects on the perception of content. Questionnaire has confirmed that usage of convergent media content changes the subjective perception of information credibility.