Mass Communication and Journalism: Media Effects and Influence ThirdPerson Effect People believe others are more affected than themselves

What It Is

The Third-Person Effect is a psychological phenomenon where people believe that others are more susceptible to the effects of mass media than they themselves are. A classic example of this is the 1992 study by David Perloff and Joseph Davison, "Third-Person Effect in Persuasion: An Examination of the Effects of Source Credibility, Source Attractiveness, and Public Knowledge on Persuasion," which demonstrated that people tend to overestimate the influence of media on others while underestimating its influence on themselves. This matters for media analysis because it highlights the potential for people to be misled about the impact of media, which can have significant implications for public communication and policy-making.

Key Terms & Concepts

• Third-Person Effect: A psychological phenomenon where people believe that others are more susceptible to the effects of mass media than they themselves are.
• Perloff and Davison (1992): Researchers who conducted a study on the Third-Person Effect, demonstrating its existence and exploring its factors.
• Source Credibility: The degree to which a source is perceived as trustworthy and believable.
• Source Attractiveness: The degree to which a source is perceived as attractive and likable.
• Public Knowledge: The degree to which the public is aware of a particular issue or topic.
• Media Literacy: The ability to critically evaluate and understand the messages conveyed by mass media.
• Persuasion: The process of influencing someone's attitudes or behaviors through communication.
• Inoculation Theory: A theory that suggests that people can become resistant to persuasion by being exposed to opposing viewpoints.
• Elaboration Likelihood Model: A model that suggests that people process information in one of two ways: centrally (thinking deeply about the information) or peripherally (processing information superficially).
• Social Identity Theory: A theory that suggests that people derive a sense of identity and belonging from the groups they belong to.

Common Misunderstandings

• Misunderstanding: The Third-Person Effect only applies to negative media messages.
• Correction: The Third-Person Effect can apply to both positive and negative media messages, as well as to a wide range of media types, including news, advertising, and entertainment.
• Misunderstanding: The Third-Person Effect is only relevant to media consumption in the context of politics.
• Correction: The Third-Person Effect has been observed in a variety of contexts, including politics, health, and consumer behavior.
• Misunderstanding: The Third-Person Effect is a fixed trait that cannot be changed.
• Correction: The Third-Person Effect can be influenced by a range of factors, including media literacy, source credibility, and public knowledge.

Quick Application / Identification

Scenario: A news article reports on the negative effects of social media on mental health. A student reads the article and believes that their friends are more likely to experience these negative effects than they themselves are. What is the concept that is being demonstrated in this scenario?

Answer: The Third-Person Effect. Explanation: This scenario illustrates the Third-Person Effect because the student is overestimating the influence of social media on their friends while underestimating its influence on themselves.

Last-Minute Revision

• ⚠️ Third-Person Effect: A psychological phenomenon where people believe that others are more susceptible to the effects of mass media than they themselves are.
• Perloff and Davison (1992): Researchers who conducted a study on the Third-Person Effect.
• Source Credibility: The degree to which a source is perceived as trustworthy and believable.
• Inoculation Theory: A theory that suggests that people can become resistant to persuasion by being exposed to opposing viewpoints.
• Elaboration Likelihood Model: A model that suggests that people process information in one of two ways: centrally (thinking deeply about the information) or peripherally (processing information superficially).
• Social Identity Theory: A theory that suggests that people derive a sense of identity and belonging from the groups they belong to.
• Media Literacy: The ability to critically evaluate and understand the messages conveyed by mass media.
• Persuasion: The process of influencing someone's attitudes or behaviors through communication.
• Public Knowledge: The degree to which the public is aware of a particular issue or topic.
• Source Attractiveness: The degree to which a source is perceived as attractive and likable.
• David Perloff: A researcher who has written extensively on the Third-Person Effect.
• Joseph Davison: A researcher who has written extensively on the Third-Person Effect.
• 1992: The year in which Perloff and Davison conducted their study on the Third-Person Effect.