Digital media productions today, specifically commercials, are often designed to address and appeal to its audience in numerous ways, one important aspect being credibility. This study aims to locate the most essential parts of how to create credible moving image productions and how to establish trust amongst its viewers. Previous research shows that areas such as storytelling, representation and technology are important to create reliability in a media production. Three qualitative semi structured interviews, along with two focus groups consisting of five respondents each, were carried out to gather the data needed. The data was coded, concluded, analyzed and discussed to find the most vital elements in establishing trust. Six main topics were found and narrowed down to three areas which were concluded to create credibility. The six topics are honesty, message, recognition, audio and depiction, continuity and characters. These are summarized as narrative, representation and technical aspects. When these areas are considered and acted upon, credibility and trust amongst viewers can be successfully created.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:umu-195093 |
| Date | January 2022 |
| Creators | Bengtén Ejlestam, Olivia, Lankinen, Madelene, Winberg, Amalia |
| Publisher | Umeå universitet, Institutionen för informatik |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | Informatik Student Paper Bachelor (INFSPB) ; 2022.05 |
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