ONLINE EDUCATION FOR UNEMPLOYED

Research shows that 75% of all respondents resort to the Internet as a primary information provider. The inundation of irrelevant material caused most surfers to confine their surfing to 10 Web sites (the equivalent of "anchors" in shopping malls) which they deem reliable, timely, accurate, objective, authoritative, and credible. The rest of the Internet gets the leftovers. This worrying trend can be reversed only through the emergence of independent and commercially-viable rating agencies. Web sites (at least the business ones) should be willing to pay for credible rating to enhance their stickiness and attract monetizable "eyeballs". In the absence of such third party accreditation, the Internet risks both irrelevance and disrepute.

http://www.webcredibility.org/

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 clichйs. 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 Journal, the Britannica) - hitherto without much success. The overwhelming bulk of Web content is created or disseminated by small time entrepreneurs and monomaniacs.

• So, how does one establish or acquire credibility in such a diffuse and anarchic medium?
• Enter Stanford University's "Web Credibility Project".
• They define themselves thus:

"Our goal is to understand what leads people to believe what they find on the Web. We hope this knowledge will enhance Web site design and promote future research on Web credibility. As part of this ongoing project we are:

• Performing quantitative research on Web credibility.
• Collecting all public information on Web credibility. Acting as a clearinghouse for this information.

Facilitating research and discussion about Web credibility.