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

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Author

Hyunyi Cho and Miejeon Han

Entry type

article

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.

Date

2004

URL

http://www.ingentaconnect.com/ ... 0000014/00000002/art00005

Journal

Journal of Asian Pacific Communication

Key alpha

Cho

Number

Pages

299-318

Publisher

John Benjamins Publishing Company

Volume

Affiliation

Purdue University

Publication Date

2004-01-01

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@Article{ Cho,
	title = " Perceived effect of the mass media on self vs. other: A cross-cultural investigation of the third person effect hypothesis",
	author = "Hyunyi Cho and Miejeon Han",
	year = "2004",
	journal = "Journal of Asian Pacific Communication",
	number = "2",
	pages = "299-318",
	publisher = "John Benjamins Publishing Company",
	volume = "14",
	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.",
	affiliation = "Purdue University",
	url = "http://www.ingentaconnect.com/content/jbp/japc/2004/00000014/00000002/art00005",
}