Vetting sources in social media environments

This qualitative research study explores the relationship between reducing uncertainty and assigning source credibility in the context of social media sites (SMS) and examines the effect of uncertainty reduction within the social media environment on the development of relationships between journalists and their sources. For this study, interviews were conducted with professional journalists to determine whether uncertainty was reduced and credibility was established with sources via SMS (i.e., Facebook, Twitter, and LinkedIn) and what theoretical strategies journalists used to reduce their uncertainty. The study also aims to determine if correlations exist between a reporter's age, beat, and/or personal adoption of SMS and the reporter's usage of SMS for source development. The interviews were conducted with 15 journalists of The Palm Beach Post (West Palm Beach, Florida), using a standardized interview protocol. Subjects were asked to voluntarily participate in a face-to-face interview with the researcher. Reporters were selected based upon their gender and cultural ethnicity, which was representative of the newsroom demographics of The Palm Beach Post at that time. This research aims to contribute to the uncertainty reduction theory in the realm of computer-mediated communications, specifically with regard to the use of SMS in forming and maintaining journalist-source relationships.