168 0

Perceived effect of the mass media on self vs. other: A cross-cultural investigation of the third person effect hypothesis

Title
Perceived effect of the mass media on self vs. other: A cross-cultural investigation of the third person effect hypothesis
Author
한미정
Issue Date
2004-01
Publisher
John Benjamins Publishing Company
Citation
Journal of Asian Pacific Communication, v. 14, No. 2, Page. 299-318
Abstract
This study represents the first cross-cultural investigation of the third person effect hypothesis, which states that individuals overestimate mass media effect on others (Davidson, 1983). It is predicted that the difference between perceived effects of the media on self vs. other will be greater in an individualistic than collectivistic culture, because in the latter self and other are not as separate and the motivation for self-enhancement is not as salient as in the former. Survey data were collected from 671 South Korean (n=351) and U.S. (n=320) college students regarding their perceptions about the effects of beer commercials, liquor advertisements, television news about AIDS, and television news about the effects of smoking. The third person effect of undesirable media content emerged from both American and Korean samples, but the size was consistently greater among Americans compared to Koreans. Likewise, the first person effect was greater among Americans rather than Koreans.
URI
https://www.jbe-platform.com/content/journals/10.1075/japc.14.2.06chohttps://repository.hanyang.ac.kr/handle/20.500.11754/149372
ISSN
0957-6851; 1569-9838
DOI
10.1075/japc.14.2.06cho
Appears in Collections:
COLLEGE OF COMMUNICATION[E](언론정보대학) > ADVERTISING & PUBLIC RELATIONS(광고홍보학부) > Articles
Files in This Item:
There are no files associated with this item.
Export
RIS (EndNote)
XLS (Excel)
XML


qrcode

Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.

BROWSE