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Naive Media Schema or Perceived Personal Differences: An Experiment on Media Framing and Third-Person Perceptions

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Abstract:

Using an experimental design embedded within a web-based survey, this study tests the effects of differential framing (gains versus loss) on expectations of policy support and individual behavioral outcomes both for self and others, in the context of an antipoverty campaign. Our results support an expected reverse third-person perception for desirable messages. Across conditions subjects reported that exposure to a PSA on poverty they would be more likely than others to support public policy on poverty and engage in behaviors that address the issue of poverty, such as donating money to anti-poverty campaigns. Results suggest that a “naive” magic-bullet theory for assessing media effects on others seems implausible as the underlying mechanism for third-person effects. If mere exposure was enough to elicit effects on others we should have found that others were more affected than the self. However, this was not the case. Furthermore, a logical elaboration of this theory would suggest that certain frames would be particularly deleterious for others, relative to self. However, this was not the case in this data. If anything media frames affected the perceptions of self future policy support, but did not affect the perception of how much others would support the policy or how they would behave. Implications of these findings are discussed as well as suggestions for future research.

Most Common Document Word Stems:

frame (97), person (89), effect (86), third (83), self (73), other (67), support (63), percept (55), behavior (54), media (46), polici (46), poverti (38), would (37), research (34), p (32), third-person (32), perceiv (31), m (30), social (30), intent (28), public (28),

Author's Keywords:

Third-person perceptions, third-person effects, naive media theories, framing
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Name: International Communication Association
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URL: http://citation.allacademic.com/meta/p173016_index.html
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MLA Citation:

Rojas, Hernando., Liebhart, Janice., Minzlaff, Jodi. and Nan, Xiaoli. "Naive Media Schema or Perceived Personal Differences: An Experiment on Media Framing and Third-Person Perceptions" Paper presented at the annual meeting of the International Communication Association, TBA, San Francisco, CA, May 23, 2007 <Not Available>. 2013-12-15 <http://citation.allacademic.com/meta/p173016_index.html>

APA Citation:

Rojas, H. , Liebhart, J. L., Minzlaff, J. and Nan, X. , 2007-05-23 "Naive Media Schema or Perceived Personal Differences: An Experiment on Media Framing and Third-Person Perceptions" Paper presented at the annual meeting of the International Communication Association, TBA, San Francisco, CA Online <PDF>. 2013-12-15 from http://citation.allacademic.com/meta/p173016_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Abstract: Using an experimental design embedded within a web-based survey, this study tests the effects of differential framing (gains versus loss) on expectations of policy support and individual behavioral outcomes both for self and others, in the context of an antipoverty campaign. Our results support an expected reverse third-person perception for desirable messages. Across conditions subjects reported that exposure to a PSA on poverty they would be more likely than others to support public policy on poverty and engage in behaviors that address the issue of poverty, such as donating money to anti-poverty campaigns. Results suggest that a “naive” magic-bullet theory for assessing media effects on others seems implausible as the underlying mechanism for third-person effects. If mere exposure was enough to elicit effects on others we should have found that others were more affected than the self. However, this was not the case. Furthermore, a logical elaboration of this theory would suggest that certain frames would be particularly deleterious for others, relative to self. However, this was not the case in this data. If anything media frames affected the perceptions of self future policy support, but did not affect the perception of how much others would support the policy or how they would behave. Implications of these findings are discussed as well as suggestions for future research.

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