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.     

The Prevention Effect of Third-Person Perception: A Study on the Perceived and Actual Influence of Polls

This study ties the third-person effect phenomenon to social comparison research by positing that a downward comparison is made when people regard “others” as more influenced than themselves by persuasive messages. A likely consequence of the downward comparison is prevention behavior, which refers to the attempt to avoid undesirable outcomes. Hence we can expect a negative relationship between perceived influence of messages on others and actual influence of the messages on self. This negative relationship should be particularly likely to exist among less efficacious individuals. Utilizing a survey experiment (N = 800), which examined both the perceived and actual influence of opinion poll findings on people's issue opinions, this study shows that the prevention effect does not exist across the board, but there is enough evidence showing its existence among less efficacious people on certain issues.     

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。     

Integrating Theoretical Traditions in Media Effects: Using Third-Person Effects to Link Agenda-Setting and Cultivation

In an earlier period of mass communication research, scholars were more adventuresome in advancing “new” theories and less hesitant to “create” theory. The 1970s, in particular, bore witness to the emergence of several such theories—from the knowledge gap and agenda-setting to cultivation. Scholars have generated substantial literatures elaborating work in these and other traditions. Those contributions are now sufficiently robust that it is time to direct some of our energies toward synthesizing theories. This article nominates third-person perception as a candidate for such integration. Several prominent theories of media effects in the mass communication literature are selected to illustrate how the theories can or have been integrated. Results from three surveys provided evidence that the theories of third-person perception, agenda-setting and cultivation can be interrelated. The proposition examined here can serve as a model for further integration of other media theories. This integration attempt harkened back to the times when theory building in media effects was more common and perhaps more optimistic about explaining processes of influence.     

How Perceived Persuasive Intent and Reactance Contribute to Third-Person Perceptions: Evidence from Two Experiments

In two experiments, this study presents a process model that explains third-person perceptions (TPP) as a function of perceived persuasive intent and reactance. Using two nonstudent samples, findings were internally replicated for two topics. The study shows that media messages evoking perceptions of persuasive intent also activate reactance, which in turn predicts TPP topic-independently. Remarkably, half of the total stimulus effect on TPP could be explained through reactance, which offers new implications for existing theoretical explanations of strong TPP after undesirable messages but weak effects after, for example, prosocial messages.     

From Self-Enhancement to Supporting Censorship: The Third-Person Effect Process in the Case of Internet Pornography

This study examined the relationship between self-enhancement and third-person perception. It also investigated the behavioral consequences of third-person perception within a theory of reasoned action framework. A survey on the issue of Internet pornography was administered to 462 undergraduate students. A positive relationship was found between self-enhancement and third-person perception. Behavioral attitude emerged as a key mediator in the relationship between third-person perception and intention to support Internet censorship. Subjective norm overall was not an important factor in the perception–intention relationship. The lack of impact for subjective norm, however, had causes that varied across gender.     

The Role of Exemplification in Shaping Third-Person Perceptions and Support for Restrictions on Video Games

The origins of third-person perceptions remain uncertain, with most research focusing on psychological mechanisms. We investigate whether media content might also play a role, using a 2 × 2 experiment presenting a single story describing video games as harmful or harmless and using either research and statistics or a specific anecdotal exemplar to illustrate this claim. Results show perceived effects on others are influenced by the use of an exemplar but do not show an effect for explicitly describing games as harmful. The findings suggest that media may influence third-person perceptions and subsequent support for censorship in previously unexplored ways.     

Encoding Advertisements: Ideology and Meaning in Advertising Production

In this article I argue for the expansion of cultural studies to include sustained research into the subjective aspects of commercial cultural production. In particular, I focus on an analysis of creative workers in advertising and design, presenting historical notes, theoretical elaboration, and empirical evidence to explore the social stratum Bourdieu (1984) identified as the "new cultural intermediaries" (p. 366). It is argued that the first-and often the only-audience ad creatives and designers have in mind is themselves; furthermore, this work is in itself a form of cultural sustenance. An underlying commitment here is that cultural studies should expand beyond its investigations of consumption, the text, and reception. A schematic model is proposed that takes an existing conception of the project of cultural studies and adapts it to the findings presented herein.     

清代图书广告与促销术

清代书坊刻书具有很强的商业性.为了吸引读者,获取经济利益,书商常常在书籍上刊登图书广告.这些广告内容丰富,形式多样,不仅反映了清代书商的商业经营活动,同时也反映了清代政治、经济和文化生活,是中国版刻文化研究的重要资料.     

高校图书馆的公益广告与读者管理

文章论述了广告在高校图书馆读者管理中的作用和意义，并就其目前存在的问题以及如何改进等方面提出了自己的看法和主张     

Education in Response to Change

No abstract available for this article.     

Need for Orientation and Third-Person Effects of the Televised Debates in the 2016 U.S. Presidential Election

The televised debates in the 2016 presidential election took place between two controversial candidates, Hillary Clinton and her opponent, Donald Trump, who faced a deeply divided electorate of highly opinioned voters that had already decided on their supported candidates. How did viewing the debates influence them? Would the debates reinforce their existing opinion, or provide them with useful information about the candidates? Drawing on Davison’s third-person effect hypothesis, this study aims to shed light on the question of how viewing the debates influences voters relative to others in the era of social media. The study focuses on the need for orientation as a predictor of debate exposure and the behavioral consequences of debate exposure for electoral engagement on social media. Findings show that partisans are not impacted by viewing the debates, but respondents perceived Independents to be most vulnerable. Further, need for orientation moderated the relationship between debate exposure and perceived effects of the debates on self, which prompted respondents to mobilize support for the candidate of their choice and to vote for their supported candidates.     

明代图书广告与促销术

明代书业广告内容丰富,形式多样,不仅反映了明代书商的商业经营活动,同时反映了明代政治、经济和文化生活,是中国出版文化研究的重要资料。文章从书名广告、扉页广告、牌记广告、凡例广告、书目广告及征稿广告六个方面对图书促销术作了初步探讨和分析。     

The First-Person Effect and Its Behavioral Consequences: A New Trend in the Twenty-Five Year History of Third-Person Effect Research

The perceived effect of the media on the self when compared to others has been adequately established over the last 25 five years. Rather than a third-person effect where individuals perceive a greater effect for self than others, first-person effect perceptions, where individuals perceive a greater effect for self than others, have been considered by scholars recently. Findings indicate support for first-person perceptions. However, research is limited and the behavioral consequences of first-person perceptions are almost nonexistent. The current analysis discusses the evolution of the first-person perception and details the findings of each study as well as the psychological mechanisms used to explain first-person perceptions. Methodological considerations for future studies of first-person effect behavioral consequences are also proposed.     

从工业化时代到数字化时代——纪念中国情报事业和情报学50年

本文概述了情报工作和情报学诞生的社会背景和发展过程,分别从工业文明、信息文明和数字化时代等三个不同时期考察了情报工作和情报学诞生与发展的社会环境条件、所遇到的问题和冲击、所采取的应对策略和措施.重点探讨了数字化时代情报学面临的新挑战和学科融合与创新问题,并对当前情报学界的几个热点问题发表了看法.