Content

What does the material have to say?

Content refers to the message of the material – the point it seeks to make and to whom.

• Source – Who authored the material? Is there a way to contact them? What are their qualifications? Are they considered an expert? What organization, if any, sponsors the material? Who pays the bills? Are there verifiable endorsements? What can the URL tell you (e.g. domain name)? 
• Audience – at whom is the material aimed? (age, location, occupation, expertise, etc.) 
• Purpose – what is it trying to accomplish – entertain, sell, elect, persuade, convert, educate, etc.? Is the objective stated up front? Does it stay focused or deviate? Is it commercial? Is it a satire or spoof? Could it be propaganda or disinformation? What is the point of view? 
• Scope – Is a broad range of subjects covered or does it focus on a narrow area? Is the level of detail shallow or deep? How complete is it? What's missing? Is there too much?
• Accuracy – Is the information correct? Are statements backed up? Are spelling and grammar correct? When was it published? When last revised? Is it timely? Does it rely more on facts or emotions? Is there a blatant bias?

Readings

1. "Perfecting your Personas" – Kim Goodwin,
   Aug. 1, 2001
2. "How Do People Evaluate a Web Site's Credibility?" (excerpts)
   Stanford U. Persuasive Technology Lab, Nov. 11 2002