Message source means the person who communicates the message to the target audience. Its credibility is critical to the acceptance of the message. The expertise, trustworthiness and likability of communicator decides whether it can lead to desirable response, make the communication effective, and get the value conveyed to the target audience. However, the principle of congruity may apply when the audience poses conflicting judgements between the content and the source of message. Here, I use a recent example of message source from the Government speaking for the policy that follows international standards on the import of pork and beef[1]. The major message source in this case is the Premier Tseng-chang Su.
Expertise: whether the source has specialized knowledge to back the claim
The Executive Yuan led by the Premier is the Government body that has the most expertise to speak for the message. Not only because it has the most resource, but it also supervises the Minister of Agriculture, which is directly responsible for this policy. Furthermore, the Executive Yuan has been the message source for major economic policies. In short, it’s perceived as expert.
Trustworthiness: whether the source is perceived objective and honest
Likability: if the source is attractive, in terms of sincerity, wit and genuineness
Similar to the case where friend is perceived more trustworthy than sales people, Premier Su used to enjoy an approval rate[2] of 65% before serving as the message source of this policy, indicating that he was perceived as trustworthy and likable.
Evaluation: principle of congruity
Given the public concern over this policy, several communicators have depleted their good images when they tried to back the claim. For instance, Yi-ming Ting, ex-spokesperson of the Executive Yuan, resigned after he spoke for the policy[3]. This is in line with the principle of congruity that the positive image of source reduces some negative feeling toward the message, but the source itself may lose its esteem with the audience.
As we observe the Premier loses his approval rate[4] to 46% after speaking for policy, the public (i.e., target audience) seems to accept the message. This response is desirable to the Government. Its choice of communicator seems to make the communication effective. More importantly, the choice of message source preserves the credibility of the President who rarely spoke for this policy.
[1] Refer to Executive Yuan press release on August 28, 2020, https://english.ey.gov.tw/Page/61BF20C3E89B856/81629ec2-21d5-4749-9f61-8838047e7be7
[2] As reported by Taipei Times on June 1, 2020, https://www.taipeitimes.com/News/taiwan/archives/2020/06/01/2003737408
[3] https://www.taipeitimes.com/News/taiwan/archives/2020/11/17/2003747056
[4] No English newspaper covers this at the time of writing; the number was reported by the Storm Media on December 27, 2020, https://www.storm.mg/article/3332732