scholarly journals Research on the Third-Person Effect of Online Commercial Advertisements – Based on the Students from Guangzhou Huashang College

2021 ◽  
Vol 4 (6) ◽  
pp. 21-31
Author(s):  
Xianfeng Gong ◽  
Lingwei Chu
Keyword(s):  
Empirical Research ◽  
Research Field ◽  
Research Subjects ◽  
Third Person Effect ◽  
The Third ◽  
Third Person ◽  
Empirical Research Methods ◽  
Effect Hypothesis ◽  
The Third Person ◽  
Local Research

The third-person effect hypothesis has become one of the most important aspects in the research field within the American empirical school. A large number of studies have adopted empirical research methods to verify the reliability of the third-person effect. With the rise of the network society, local research on the third-person effect has gradually extended to the verification or falsification of the third-person effect in the network environment. This article begins with a study on the third-person effect of online commercial advertisements based on the students from Guangzhou Huashang College. Through the study, the research hypotheses have been proposed and questionnaires have been distributed to the research subjects for analysis. Based on a series of quantitative operations, such as data analysis, empirical observations, and empirical research, this study provides a source of reference and reflection for research in this field.

Issue Importance, Third-Person Effects of Protest News, and Participation in Taiwan’s Sunflower Movement

2016 ◽  
Vol 94 (3) ◽  
pp. 682-702 ◽  
Author(s):  
Ven-Hwei Lo ◽  
Ran Wei ◽  
Hung-Yi Lu
Keyword(s):  
News Coverage ◽  
Third Person Effect ◽  
The Third ◽  
Third Person ◽  
Perceived Effects ◽  
Effect Hypothesis ◽  
The Impact ◽  
The Third Person ◽  
Intermediate Mechanism ◽  
Issue Importance

How do news coverage of a grassroot protest movement and perceived importance of the movement affect people’s participation in the movement? And does people’s inference of the effect of the news on themselves versus others make a difference in participation? Informed by the third-person effect hypothesis, we examine these questions in the context of the student-led Sunflower Movement in Taiwan that rose in opposition to a trade pact with China. In the study, we advanced three propositions: First, that the perceived effects of the protest news on oneself would be a better predictor of political participation than would perceived effects of such news on others. Second, that the perceived effect on oneself, not on others, would enhance the impact of issue importance on participation in the movement. And third, how people processed protest news would be another intermediate mechanism on subsequent participatory activities. We found support for these propositions in data collected from a probability sample of 1,137 respondents. The implications of the findings for the robust third-person effect research are discussed.

Impact of Internet Pornography on Chinese Teens: The Third-Person Effect and Attitudes Toward Censorship

2021 ◽  
pp. 0044118X2110400
Author(s):  
Shuhuan Zhou ◽  
Zhian Zhang
Keyword(s):  
Third Person Effect ◽  
The Third ◽  
Internet Pornography ◽  
Subjective Perceptions ◽  
Third Person ◽  
Attitudes Toward Sex ◽  
Negative Impacts ◽  
Effect Hypothesis ◽  
The Impact ◽  
The Third Person

Based on the third-person effect hypothesis–people’s belief that the media influences others more than it influences themselves–we administered a questionnaire to Chinese teens ( N = 1,538) to discover the impacts of exposure to internet pornography on perceptions of pornography and attitudes toward censorship of pornography. The results validated the third-person effect hypothesis and showed that teens’ subjective perceptions of what constitutes internet pornography and their exposure to it are critical variables for predicting perceptions of negative impacts of pornography on self and others and affirmative attitudes toward censorship. The study also found that the impact on self is the best variable for predicting attitudes toward censorship. The discussion is framed in the context of Chinese collective culture and conservative attitudes toward sex.

Considering Interacting Factors in the Third-Person Effect: Argument Strength and Social Distance

1997 ◽  
Vol 74 (3) ◽  
pp. 557-564 ◽  
Author(s):  
H. Allen White
Keyword(s):  
Elaboration Likelihood ◽  
Persuasive Message ◽  
Third Person Effect ◽  
The Third ◽  
Argument Strength ◽  
Issue Involvement ◽  
Likelihood Model ◽  
Third Person ◽  
Effect Hypothesis ◽  
The Third Person

This study explores the possible relationship among issue involvement, argument strength, and the third-person effect. The study examines Petty and Cacioppo's Elaboration Likelihood Model and the third-person effect hypothesis. The hypothesis in this laboratory experiment was that perceived issue involvement in others would interact with argument strength in a written persuasive message to affect the nature of the third-person effect. That is, it was hypothesized and found that people tend to believe that “others” will be more affected than themselves by a persuasive message that contains weak argumentation, but that “others” will be less affected than themselves by a persuasive message that contains strong argumentation.

Perceived effect of the mass media on self vs. other

2004 ◽  
Vol 14 (2) ◽  
pp. 299-318 ◽  
Author(s):  
Hyunyi Cho ◽  
Miejeong Han
Keyword(s):  
Mass Media ◽  
Television News ◽  
Media Effect ◽  
Third Person Effect ◽  
The Third ◽  
Third Person ◽  
The Media ◽  
The Difference ◽  
Effect Hypothesis ◽  
The Third Person

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.

scholarly journals Facebook influences you more than me: The perceived impact of social media effects among young Facebook users

2018 ◽  
Vol 10 (2) ◽  
pp. 239-253
Author(s):  
Nicoleta Corbu ◽  
Oana Ştefǎnițǎ ◽  
Raluca Buturoiu
Keyword(s):  
Social Media ◽  
Young People ◽  
Media Effects ◽  
Third Person Effect ◽  
The Third ◽  
Third Person ◽  
New Type ◽  
Perceived Impact ◽  
Effect Hypothesis ◽  
The Third Person

The popularity and prevalent use of Facebook among young people are common pre­occupations for communication researchers. They focus on unveiling people’s motivations, usage be­haviour, and gratifications offered by this communication medium. However, little attention has been invested in examining how young people perceive this new type of media consumption and its effects on themselves as compared to others. Drawing on Davison’s 1983 third-person effect hypothesis, this research paper investigates the a differences in estimated Facebook effects on self versus others, b association between the desirability of the message anti-social versus pro-social and estimated Facebook effects on self versus others, and c association between the type of the message and es­timated Facebook effects on self versus others. These relationships are studied with reference to the behavioural component of the third-person effect. Results confirm that Facebook might influence the magnitude and direction of the perceptual gap of media effects.

Effects of Light-Hearted and Serious Entertainment on Enjoyment of the First and Third Person

2016 ◽  
Vol 28 (1) ◽  
pp. 42-48 ◽  
Author(s):  
Matthias Hofer
Keyword(s):  
Young People ◽  
Media Consumption ◽  
First Person ◽  
Online Experiment ◽  
Entertainment Media ◽  
Third Person Effect ◽  
The Third ◽  
Third Person ◽  
Perceived Enjoyment ◽  
The Third Person

Abstract. This was a study on the perceived enjoyment of different movie genres. In an online experiment, 176 students were randomly divided into two groups (n = 88) and asked to estimate how much they, their closest friends, and young people in general enjoyed either serious or light-hearted movies. These self–other differences in perceived enjoyment of serious or light-hearted movies were also assessed as a function of differing individual motivations underlying entertainment media consumption. The results showed a clear third-person effect for light-hearted movies and a first-person effect for serious movies. The third-person effect for light-hearted movies was moderated by level of hedonic motivation, as participants with high hedonic motivations did not perceive their own and others’ enjoyment of light-hearted films differently. However, eudaimonic motivations did not moderate first-person perceptions in the case of serious films.

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