People are conditioned to trust written words, not to mention images. “I read it in the paper” or “As seen on TV” are worn out but still effective clichs. The Internet combines both the written and the seen. It is both a textual and a visual (and audio) medium. Do people trust Internet content? Is the incredible Internet – credible?
In the “brick and mortar” world, credibility is associated with brands. A brand, in effect, guarantees the quality and specifications of a product (think McDonald’s hamburgers), its performance (think Palm), level of service and commitment to customer care (Amazon), variety, or price (Wal-Mart). Brands are sustained and enhanced by advertising campaigns. The content or sales pitch of specific ads are often less important than the message conveyed by the very existence of a campaign: “This company is rich enough (read: stable, reliable, trustworthy, here to stay) to spend millions on advertising.”
The Internet has very few brands (Yahoo!, Amazon) – and some of them are tarnished. Some “old media” brands have entered the fray (Barnes and Noble, The Wall Street...
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