Communications in Humanities Research ISSN: 2753-7072
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Research Article

The Role of Media Watermarks in Shaping Credibility Judgments: A Qualitative Study of Premier League Transfer Rumors among Chinese Gen Z Football Fans

Peng YeUniversity of Toronto*

* Corresponding author: [email protected]

Abstract

In today’s increasingly visual social media environment, users make rapid judgments about information credibility based on visual cues. Among Chinese Gen Z football fans, Premier League transfer rumors frequently circulate on platforms such as Weibo, Rednote, and WeChat, blending verified and unverified information. This study investigates how digital media watermarks influence the credibility judgments of Chinese Gen Z fans (born 1995–2010) when encountering transfer rumors online. Using qualitative research through semi-structured interviews with 20 frequent users of football-related content, the study analyzes how watermark characteristics (e.g., visibility, origin, platform context) affect trust and skepticism. The findings reveal that while some users still associate watermarks with copyright or authenticity, many no longer see them as reliable credibility signals due to widespread watermark manipulation and platform-specific misunderstandings. Notably, trust increasingly shifts toward first-hand foreign platforms (e.g., Twitter, Instagram), while Chinese platforms face greater skepticism. This research contributes to the understanding of digital visual literacy, challenges conventional assumptions about watermark credibility, and offers insights into sports media consumption and misinformation in cross-cultural online environments.

Keywords: media watermarks; credibility judgment; Gen Z; Premier League rumors; social media platforms.
Published: July 30, 2025
DOI: 10.54254/2753-7064/2025.LC25549
Volume: CHR Vol.74
pp. 67-73
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