论群体传播中的第三人效果

高估自己、低估他人,是生活中普遍存在的一种社会现象.这种心理机制拓展到传播学中,就产生了第三人效果.在媒介传播中,人们普遍感到,新闻信息尤其是广告等说服性信息或色情、暴力等不良信息,对“他人”(第三人)的影响远远大于自身.第三人效果在群体传播中更为明显.“发现”第三人,从而实现在群体中的自我评价、自我满足和自我炫耀,是群体传播的动机之一.改变文本类型或叙事以“适应”第三人,则带来了群体传播中的文本差异与变异.心理上对第三人“排斥”,行动上对第三人的“隔离”,是产生群体极化现象的重要原因.根据群体传播中的信息,预测第三人的反应,调整自身策略与行为,是群体传播的一种效果机制.事实上,当我们担心第三人受媒介支配而采取相应措施时,我们己成为第三人.所以每个人都是潜在的第三人,都可能成为第三人.     

中国大陆首次实验法“第三人效果”研究

本文首次在传播实验法的框架下,对第三人效果理论进行了完整的本土化研究,研究发现,在实验法的框架下,第三人效果得到了验证,本研究增加了多个行为层面的测量因素,研究发现,第三人效果后续行为受到多种因素的影响,并非只有第三人效果认知一种,因此,第三人效果认知与行为的关系还可进一步探讨。     

青少年对广告负面影响的第三人效果研究

第三人效果是一种受众认为媒体对其他人的影响大于对他们自己影响的现象。本研究旨在探索不同年龄阶段的受访者对广告负面影响是否存在第三人效果认知,并探索年龄和社会距离与第三人效果认知之间的关系。对447名学生调查发现:初中、高中和大学各年龄阶段的受访者都存在显著的第三人效果认知;受访者认为小生学最容易受到广告的影响,其次为同龄其他人,最小为中老年人;第三人效果认知并没有随着受访者的年龄增大而增强。本研究结果意味着年龄可能并非是受访者判断自己与他人差距的标准,而可能是专业知识或社会经验。     

大众传播第三人效果的案例研究

第三人效果（ｔｈｉｒｄ－ｐｅｒｓｏｎ ｅｆｆｅｃｔ）是最近十多年来西方传播学者极为重视的研究题材之一。在一些传播效果的个案研究中，研究者们发现了一个有趣的现象：大多数人会认为大众媒介对别人的影响力较大，而对自己的影响力较小。换句话说，人们会倾向于低估大众媒介对自己的影响力，或高估大众媒介对别人的影响力。这一发现在许多国家的控制实验中得到证实，从而引申出了一个有意义的结论，即第三人效果可能对大众传播行为产生相当大的影响。 第三人效果概念的缘起 最早提出第三人效果的学者是美国人戴维森（Ｗ．Ｄａｖｉｓｏ…     

网络恶搞的“第三人效果”研究——以1772位上海市民为例

本文基于"第三人效果"理论研究框架,以1772名上海市民为调查对象,以"网络恶搞"为研究对象,重点考察了涉入度、可信度等变量与"第三人效果"认知之间,以及"第三人效果"认知与"第三人效果"行为之间的关系。研究发现,"第三人效果"认知也出现在网络上,受众的网络涉入度对"第三人效果"行为有较明显的影响。     

企业社会责任报道的第三人效果实证检验(英文)

第三人效果假说预言了人们在评估大众传播效果时会过分估计媒介对他人的影响比自身大,而由于企业社会责任的外部性特征,新闻媒体对其的报道能引起广泛的影响与关注。本文沿用第三人效果的研究思路,以215个调查样本实证研究了企业社会责任报道的第三人效果,发现大学生群体对企业社会责任报道存在第三人认知偏差,社会距离、个人卷入程度影响第三人认知效果,性别和媒体关注度是影响大学生第三人效果的显著变量。     

我国“第三人效果”理论研究综述

1983年,美国学者戴维森在《民意季刊》上首次提出"第三人效果假说",认为在大众传播中,面对劝服性的信息,每个人都认为他人所受的影响要比自己所受的影响要大。经过30多年的发展,该理论已成为大众传播效果研究的重要领域之一。文章追溯、梳理了第三人效果研究在我国的发展脉络,通过影响第三人效果认知的相关变量、中间过程及后续行为三个部分,对相关文献进行综述和分析。研究发现:近20年来,我国第三人效果研究在数量、内容、方法上得到丰富和完善;但就研究质量和水平而言,仍然具有较大上升空间。最后,文章就我国第三人效果的未来研究提出意见和建议。     

新媒体应用对“第三人效果”的改变

"第三人效果"由美国学者戴维森提出,它解释了个体受众的认知偏差及其影响下的行为选择,其得到验证的后续结果,有个人支持对媒介活动加强限制以及显性行为的出现等,这一理论的研究在转型时期的中国具有重要的意义,它能够试图解释社会恐慌造成的抢购等集群行为,并为消减此类行为的出现提供可能。本文在国内外已有研究的基础上探寻"第三人效果"的作用机制,突破了从单一事件中进行探讨,而是将"第三人效果"看作一个循环作用的过程,提出"第三人效果"的三个阶段,针对每个阶段影响"第三人效果"的因素,分析新媒体的应用可能对这些因素造成的改变。     

网络环境中的"第三人效果":社会距离与认知偏差

"第三人效果"假设认为,在大众传播中,每个人都认为他人所受的影响远大于自己所受的影响。"第三人效果"与当事人的知识水平、传播内容的负面或有害程度以及当事人与他人之间的社会距离密切相关。在网络所构建的虚拟环境中,"第三人效果"假设仍旧存在,且与社会距离和认知偏差呈现高度的正相关。"第三人效果"假设可为考察网络传播效果提供新的研究视角。     

国内外对第三人效应理论的十年研究梳理

"第三者效应"研究是传播学媒介效果领域的一个重要课题,自1983年戴维森提出之后,国内外学者对其进行了多方研究.近年来,随着台湾学者对其进行的广泛关注,"第三人效应"成为了这一时期媒介效果研究的主流之一.本文简单阐述第三人效应理论内容研究概况.回顾近十年内国内外学者对第三人效应理论的研究历程,总结各自发展状况及经验.并...     

Third-Person Perception and Sexual Risk Taking Among Minority `At-Risk' Youth

Fifteen years ago, Davison (1983) introduced the third-person effect hypothesis that individuals believe they are less influenced than others by media messages. Although third-person effect is a perceptual bias, Davison believed that individuals act on such misperceptions. Few studies have tested the behavioral aspect of the third-person effect. In addition, previous studies reporting differences in third-person effect due to message type (i.e. Public Service Announcements [PSAs] vs. advertisements) lacked controls to isolate the effects of message type from content and context. In this study, I sought to (a) document third-person effect among minority "at-risk" youth within the context of safer sex messages, (b) determine the differences in third-person effects (if any) between PSAs and advertisements with similar content, and (c) determine the link (if any) between third-person effect and risky sexual behaviors among youth. Findings indicate that third-person effect is an appropriate framework for understanding how at-risk youth perceive safer sex campaigns. I also extend the behavioral aspect of third-person hypothesis by linking it with sexual risk behaviors among at-risk youth. No difference in third-person effect was found as a result of different message types. Relevance of the current findings to the broader areas of health communication and message effects is discussed.     

Time span of news coverage as an antecedent of perceptual and behavioral components of third-person effect

This study extends the research of the third-person effect by examining the effect of time span of media message on perceptual and behavioral components of the third-person effect. Using a survey of Hong Kong residents, the study explores perceived media effect of the news coverage of a short- and a long-term issue and the predictor of intention to take action to reduce negative effect. The results revealed no third-person effect by the short-term messages and the reverse third-person effect (first-person effect) by the long-term messages. There was a significant difference in discrepancy between the perceived media effect on self and others (third-person perception) produced by the messages of the short- and long-term issue. The study also found that perceived media effect on self is a stronger predictor of intention to take action to reduce the negative effects of the short- and long-term issue than the third-person effect.     

Do You See What I See?: Third-Person Effects on Public Communication Through Self-Esteem,Social Stigma,and Product Use

In this experiment I examined the effect of self-esteem, negative stigma of product in a message, and product use as a form of ego-involvement on the third-person effect in an effort to understand the variables underlying the third-person effect. The findings broaden 1 belief about the third-person effect in relation to public communication and call into question 2 others. This has ramifications in the area of public opinion regarding socially stigmatized messages, particularly in the realm of tobacco and alcohol advertising, suggesting the perception that a publicly communicated message containing a social stigma can influence the level of the third-person effect, indirectly affecting public communication and opinion formation.     

社会距离与第三者效果——中学生网络色情传播效果分析

本研究在网络情景下分析了中学生及家长在社会水平距离与垂直距离方面的第三者效果,发现在水平距离上,第三者效果作用明显。垂直距离对于第三者效果的影响要受到很多因素的制约,最主要的就是个体垂直距离主观感受强度会影响第三者效果。     

Understanding Person Perceptions: Comparing Four Common Statistical Approaches to Third-Person Research

This article addresses whether current methods of measurement are sufficient to reflect all nuances of the third-person effect. We do so by content analyzing all major third-person effect (3PE) articles, assessing measurement and analysis approaches employed by 3PE researchers. We revisit data from two published studies, comparing analytical models that emerged as commonly used by 3PE researchers (i.e., the standard subtractive measure, Whitt's Diamond model, first- and third-person estimates entered separately, and the subtractive measure with self-estimates as a control). Ultimately our analysis helps us understand past research and makes suggestions for research approaches in the future. First, researchers need to more carefully explore the role of first- and third-person perceptions in the behavioral hypothesis. Second, using only one analytical model does not tell the complete story. To that end, we propose a multimodel approach to analyses in third-person research be applied to extant and future work in this area.     

自我尊重、自我效能与第三人效果中的自我-他人差异

本文在过去的研究发现由自尊能预测第三人效果的结论的基础上,把自尊划分为自我尊重与自我效能两个维度来探讨自尊与第三人效果之间的关系。研究发现,自我尊重程度较高的受众往往会高估他人受到的负面影响;而自我效能程度越高的受众则倾向于认为自己受到的负面影响较小。因此,有别于过去研究认为自我尊重或自我效能较能预测第三人效果的结论,研究者认为,自我尊重和自我效能共同作用于自我-他人差异的感知,进而都可能会对第三人效果构成显著影响。     

“I'm Not Influenced by Ads,But Not Everyone's Like Me”: The Third-Person Effect in Israeli Women's Attitude Toward TV Commercials and Their Images

In this article the author examines expressions of the third-person effect found in an extensive feminist reception study investigating, for the first time, how Israeli women interpret images of women and femininity in TV commercials. Adopting the feminist and interpretive approach, the qualitative study was based on in-depth personal interviews with Israeli women from diverse cultural, economic, and social backgrounds. Grounded theory methodology, used for analysis of the interviews, revealed unexpected expressions of the third-person effect in the women's discourse on the potential influence of the images on different categories of “others.” The article presents this evidence and discusses its significance in the Israeli sociocultural context. As such, it uses different methodology in examining expressions of third-person effect than is traditionally used in this field.     

THE 'OTHER' AS THE VULNERABLE VOTER: A STUDY OF THE THIRD-PERSON EFFECT IN THE 1988 U.S. PRESIDENTIAL CAMPAIGN

The tendency for individuals to perceive a greater impact ofmedia messages on others than on the self, Davison (1983) argues,has led to a number of policy decisions in which éliteshave exercised control of mass media messages in order to ‘protect’vulnerable others. The third-person effect has been well-documentedin experimental research with little attention to its theoreticalunderpinnings, or its antecedents or consequences. This articleargues that the third-person effect can be understood throughattribution theory, especially through the concepts of self-servingbias and effectance motivation. Second, it demonstrates thatthe third-person effect is influenced by certain social structuralfactors, media use patterns, and perceived harm of content.Finally, while perceptions of harm are related to perceptionsof influence, influence does not play a role in predicting supportfor external control of media content, while perceived harmhas a significant impact.     

An Investigation of First- versus Third-Person Risk Narrative Processing Through the Lens of the Heuristic-Systematic Model

This online experiment analyzed the effect of first- versus third-person risk narratives on 235 female college students’ affect, attitudes, risk perceptions and thoughts regarding tanning beds through the lens of the heuristic-systematic model. Participants receiving a third-person narrative reported a greater number of systematic thoughts as compared to those receiving a first-person narrative. Regardless of condition, participants reported significantly more systematic thoughts as compared to heuristic thoughts. Narrative researchers should take note that not all narratives may be processed in a heuristic manner as largely proposed by past research. Future research should delve further into the reasons why third-person messages may be processed higher along the heuristic-systematic continuum.     

Examining the first,second and third-person effects of Internet pornography on Taiwanese adolescents: implications for the restriction of pornography

To explore the impact of Internet pornography on users as compared with traditional forms of pornography, a total of 1688 adolescents in Taiwan were surveyed. Results show that respondents estimated the harms of Internet pornography to exceed that of pornographic materials in print and broadcast media. More importantly, findings show that exposure to Internet pornography resulted in desensitizing effects in that users tended to perceive the harms of Internet pornography as less on self and others. In addition, exposure was found to be negatively related to support for restrictions of Internet pornography, but the perceived harm on self was found to be positively related to support for restrictions. Finally, the joint effects of the first and third-person effect (the second-person effect) were shown as a more reliable predictor of behavioral intention than the third-person perception. Findings help resolve the contradiction in past research that reported the third-person perception as both a significant and non-significant predictor of support for restrictions on pornography.